My mom joined Facebook a couple of weeks ago. She joined because I told her that people were contacting me asking about her and my dad. I should say that my parents have been in boarding school (Academy and University level) careers since the 60’s. The grandchildren of kids they watched over way back then are now attending the college they work at now. It’s weird for them, but also really satisfying in a way.

So she joined Facebook. In a matter of days she was in touch with kids she’d once mentored, she was talking with old students who were once again seeking her guidance and opinions. She became instantly networked into a vast group of people spread all around the country. And all she did was sign up for a free Facebook account.

What does this have to do with business?

Just this. If you had the opportunity to network into the market you’re selling to, would you hesitate?  Do you have 15 minutes a day to do a Google search on your brand or company name and see what people are talking about? Are they talking about you or worse, are they NOT talking about you? What can you do to join or start that conversation? It might not be a fit, but how will you know if you don’t try it out?

There are people searching the internet looking for your business.

Are you making it easy for them?

‘Chelle Parmele
Social Media Marketing Manager
Palo Alto Software

Tags: conversation, facebook, Marketing, public relations
Posted on December 10th, 2008 | No Comments »

Our next guest post is from Todd Brabender,  President of Spread The News Public Relations, Inc and a long time friend of Palo Alto Software. You can read more of Todd’s articles by going to bplans.com articles. His business specializes in generating media exposure and publicity for innovative products, businesses, experts and inventions.

The call came into my office and the voice on the other end was very energetic, almost giddy: “I have finalized my marketing budget and need your help launching an advertising campaign for my new product,” he breathed. “Congratulations,” I replied, “but before you implement an ad campaign, I want to make sure you have explored potential publicity & PR opportunities that could generate some cost-efficient media exposure first.” Then, silence. “I never thought about that,” he sighed. “Frankly, I don’t know much about it.”

It’s a common conversation. Although many entrepreneurs or business people know a bit about publicity or media exposure, the majority simply don’t understand the full benefits of media exposure or how to go about generating features successfully. Media exposure has always been a cost-efficient way to market a product or business and generate clients or customers, but because of lack of knowledge or a misunderstanding of what media exposure is and does, many entrepreneurs don’t take full advantage of these publicity opportunities — and that can lead to missed marketing chances.

I recently surveyed a few dozen business owners and entrepreneurs in some newsgroups and business chat rooms about their knowledge of media exposure and publicity. I found out that only 37% knew that a simple “product profile” in a magazine was generated as a result of publicity or public relations efforts. Most thought the company had paid the media outlet to run the feature, much like an ad. And of that 37%, less than half of them knew HOW to generate a similar placement.

Another interesting fact, because of the recent slowdown in the economy, expensive advertising budgets have been slashed. As a result, many businesses are turning to media exposure/PR campaigns as a more affordable means of marketing to compete with other companies. Here are some ways to use media exposure and publicity placements to help your business:

(more…)

Tags: guest author, PR, public relations, publicity
Posted on November 21st, 2008 | No Comments »

I love podcasts. I can load them into my iPod and listen to them in the car when I’m going to and from work or even doing lunch. There are a few that I listen to on a regular basis and a few that I listen to only occasionally.

Last week the podcast “For Immediate Release: The Hobson and Holtz Report” had a live panel discussion on the value of PR for startup businesses.

From Neville Hobson’s website: The live call-in episode on BlogTalk Radio. Panel discussion addressed the value public relations professionals bring to startups. The topic was a response to several posts dismissing PR’s worth, suggesting startup CEOs can handle their own public relations (the post by Jason Calacanis served as the focal point of the discussion).

Panelists included Rob Lane, CEO, Overlay TV; Katie Paine, president, K.D. Paine & Partners; Todd Defren, partner, Shift Communications; Sherrilynne Starkie, from Strive Public Relations; and Michael O’Connor Clarke, from ThornleyFallis Public Relations.

I found this to be a fascinating episode to listen to and helpful for companies who are wondering if they should continue their public relations contracts.

While the focus for this podcast was to encourage companies/startups to continue to work with PR professionals, there is quite a lot of information for the business owners who believes they can go it alone in the PR world, not only in this podcast but in several of the same focused articles and podcasts.

There are certainly contacts and opportunities that you as a business owner won’t have, not being a PR professional, but when times are tough, every bit counts. And if you can get by for a few months by complimenting your toned down traditional PR and marketing efforts with doing a portion of it yourself, then that can have some potentially business strengthening results.

Also check out the podcasts from Vocus.com.  I’ve really enjoyed their recent series of episodes.

‘Chelle Parmele
Social Media Marketing Manager
Palo Alto Software

Tags: public relations, Small Business, startups
Posted on November 10th, 2008 | 3 Comments »