With 2010 almost upon us, it’s likely that companies will continue to have lean budgets and staffs for marketing and PR, yet the same or greater demands for increased visibility.  A quick look back at 2009 provides useful guidance for the year ahead on what to do and how to save.

What we’re telling clients:

1. Strategy is Still Essential. 2009 was the year that everyone jumped into social media.  All fine and well, but don’t let yourself be pulled in too many directions at once.  Social media has its place in marketing and communications, but the jury is still out on metrics and ROI.  Make social media part of your plan — not the whole plan — and stick to your strategy of knowing and targeting core audiences.
   
2. Contributed Content is King — More Than Ever.  With the growth of contributed blogs at both national and trade press, we saw media demand for content double in 2009.  This trend will continue.  Whether you call it a blog, a byline, or commentary, it’s all the same thing — a story you own in toto.  How to save: If you’re already creating executive blogs for your web site, just re-purpose the same content for contributed pieces.
3. Features — Be Selective. Following and pitching editorial calendar opportunities is very time/resource intensive.  Reporters can be vague and evasive about the angle they’re pursuing.  Too often, clients end up being one of 6 or 7 companies quoted in a piece that has a different editorial thrust than expected.  Be choosy about features.  If you know and trust the journalist, go for it.  If not, your time may be better spent pursuing contributed content.
4. News – Advance It or Just Put it on the Wire.  Journalists like an advance on a good news story — if the news value merits it.  Otherwise, put the story on the wire and leave it.   Virtually all media now have online newsfeeds, and your release will show up there, whether or not you call to “follow up.”
5. “Comments” on Blogs, Features, etc.  We spent a lot of time chasing our tails posting client comments this year.  Our thinking: Comments are far more worthwhile with trade press than national press.  Trade media reach a more targeted audience.  Fewer people comment on trade stories, hence their comments are visible.  Hundreds may comment on a Wall Street Journal story, but other than the author, who actually plows through hundreds of remarks to find one specifically?
6. PR is More Than “Print” or “Online Print.” A number of media now do podcast and even video interviews with guests. Expand your horizons.

Related posts:

1. Tech PR: The Vanishing Editorial Calendar
2. Tech PR — 7 Steps to Operating at Capacity
3. Telecom PR: Better Read Than Dead
4. Tech PR, Telecom PR: The Case for Case Studies
5. Getting Antisocial About Social Media

Tags: blogging, social media, tech pr, telecom pr
Posted in Blog, Driving PR Performance, PRFormance, Saving Money on PR | 2 Comments
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