LuAnn Posts

OR...You Are NOT a Sexy Immortal Vampire

OR...How Much B*tch Slapping Is Too Much?

This exit from blogging hibernation is at the request of a beloved client. We want your opinion on something. It has to do with a common PR frustration: mind control. We PR types LOVE the altruistic idea of the soft sell: guide the masses gently along the path they should go and, lo, they shall decide to follow merrily. However, we all know that rarely works.

Let me cut to the chase: my client (an established estate planning firm) recently started selling attorney-reviewed wills online for young families and professionals (specifically in the Chicago area). What our initial market research confirmed still remains their biggest obstacle: Young parents are an obvious target market because they KNOW they should have wills (for child guardianship, in case anything happens to both parents) and love the convenience of getting it online. But, that being said, not even these young parents have gotten around to getting a will. It all comes down to the simple fact that, deep down inside, WE THINK WE ARE IMMORTAL.

While their marketing has, thus far, taken a very comfort-zoned approach (smiling families, cute babies…with messaging like “Preserve Your Legacy…You’ve Grown Up, Now Get a Will…”) the question has been raised: Does something more dramatic need to happen to snap us all out of this unrealistic sense of immortality? Long before you’re convinced to patronize my client, before you’re convinced that an online attorney-reviewed will is the choice for you, before we even convince you that you need a will at all, do we need to break the news that you’re not the sexy immortal vampire you thought you were?

This problem has been a pent-up frustration for estate planning attorneys since the dawning of living trusts. Since *you* don’t respond to happy babies and gentle persuasion, will you respond to this? (Imagine as a billboard along the Kennedy Expressway)

Copyright 2010 LuAnn Glowacz and her client. Don’t even think about it….

Is this what it will take? Is it too evil (or is it just evil enough to get you to the website)? Should it be softened with a more humorous approach? Should they be concerned about PR back lash…or is it entertaining fodder for its own publicity like this law firm’s Chicago billboard was? 

I thought I'd be able to report during SXSWi, but my connection at the event is suprisingly slow. And when I'm home, I'm home (with my kids). So I'm taking notes and will share when I can. Some teasers:

1. Peter Shankman (HARO founder) suprised me with a hug. Then regretted it.
2. I've met more Austin colleagues than anyone else.
3. I belly danced for two hours yesterday. And I'm still no good.
4. I've learned that I already know this stuff. But there are just a few soundbites worth noting.
5. I'm getting better at walking and tweeting (like everyone else). Amazing there hasn't been more collisions in the hallways.

It's my first year at SXSWi and I can't believe I'm an attendee this year. As a Austinite, I used to make fun of my programmer friends (namely, Tom Myer) for getting all gitty about the apparent geek fest (and it was just that..up until a couple years ago). But, as you already know, SXSWi is now very relevant for PR professionals. So, here I am. I'll try to keep you updated on what I learn (that you may find interesting--or just plain entertaining--from a PR perspective. (image from globalmoxie.com)

I'm preparing for a huge media relations campaign for a client. I've been hunched over my computer for weeks now, acting more like a web geek than a PR pro. I'll be experimenting with a combination of very traditional and very new ways to reach and communicate with media and customers. Some tools I'll be using....

WordPress, Twitter, Cision, LinkedIn, Facebook, Avvo, YouTube, Flavors.me, Posterous, Google, Feedburner, HARO, Skype, PRWeb....

It looks complicated from the back room, but it's all meant to create a very clean, simple user experience for each audience. Never mind the woman behind the curtain who hasn't showered in days....

The official WordCove Blog is no more. I've moved on. Why? My priorities have changed. Plenty of smart PR folks are out there pouring hours and hours into thoughtful, well-researched blogs. I've got clients to feed and children to promote (or is it the other way around?) so I'll leave the serious blogging to those smart folks. Welcome to my new microblog where I'll post simple ideas, announcements, observances, and whatever else comes to mind. I make no promises about when the next post will come, so sign up for the RSS feed to maintain your own sanity.

I'm doing this for you just as much as I'm doing it for myself. Three separate business leaders approached me last week with shockingly similar remarks: "I know I need a blog but..." and "yes, I finally get that we need a blog..." and "so to get involved with social media, we obviously need a blog..."

Each one of these smart business leaders were dumbfounded when I replied, "No. You don't need a blog." To over-simplify my position, traditional blogging as it is defined today is overrated and cumbersome. For some thought leaders, it's still important. But it's not for everyone. That being said, while not every business leader should have a traditional blog, every business leader should consider participating in social media and aggregating their separate life streams (social networking platforms) into one spot. Find your sweet spots and thrive there. If you have something profound to broadcast, but not everyday, don't forget traditional public relations such as contributing articles and editorials. Or even guest blogging for colleagues.

To keep up with all of my online activity in one place, visit me at flavors.me/luann , where www.wordcove.com currently resides as well. It's a simple online business card that replaces my website. The service is in beta so if you'd like to create your own page, contact me for an invitation code.

You can still access my previous blog posts here for a while.

I now open the floor to comments. Please be gentle.

I received a special New Year’s Day treat when this podcast was delivered to my inbox. I was recently interviewed by a former agency client of mine who now produces the podcast series Struggling Entrepreneur: Lessons Learned and Resources For Your Success. He’s had some very impressive interviews (Chris Brogan and Julien Smith, authors of The New York Times bestseller Trust Agents, for one). So I was honored when he asked me to chat with him about what PR and business advice I have for other entrepreneurs.

Now, those who have received my media training are allowed to listen with red pen in hand. Yes, I say “um” and “absolutely” about 3,000 times each. That’s why I personally prefer writing. When it comes to speaking, I’m a better teacher than performer…but that is one of my New Year’s resolutions.

So here it is (click here). But go get a cup of coffee and a scone first. It’s a 40-minute interview. You’ll learn much more about me than you’ve ever wanted to know.

In 2009, I was named one of 100 PR People Worth Following on Twitter by ConversationAgent. As a Twitter newbie, it was a true honor. My followers grew from 150 to more than 1,000 practically overnight. Very humbling. Very cool.

Isn’t that the golden question? Many PR people can’t even answer it.

To me, public relations is quite simply: building strong relationships between a company and the public. Sales, marketing and advertising are valuable tools to promote a product or service. You can’t sell without them. But public relations goes deeper. It exposes “who” a company is and what it stands for. It’s what makes people care about a business. And it converts happy customers into deeply loyal clients.

So what does PR consist of? There are many different levels.

Media relations is a huge component: getting news coverage and becoming an expert source for reporters by giving television and radio interviews, contributing to magazine and newspaper articles or building relationships with online media.

Public relations also incorporates client, investor and employee communications as well. This could include annual reports, white papers, blogs, newsletters and any number of ways to strengthen relationships with the people who are your most valuable advocates.

You can use PR to reach other businesses (B2B) or talk directly to your customers (B2C). PR tactics can also strengthen community relations through special events and grass-roots efforts.

Social media is increasingly becoming a bigger piece of the PR pie. But it’s not the only piece. Good practitioners will keep it in balance.

Plus, you can infuse PR messages into your advertising, marketing and sales efforts. No part of your communications efforts should exist in a vacuum. They should work together–however you need them to–to help you reach your business goals.