What is podcasting and can it help your business?

"What is podcasting and can it help your business?" by Tom Nardacci

The word “podcasting” is a portmanteau combining the word “iPod” and “broadcasting.” What you should first know is that you do not need an iPod to listen, and the technology to broadcast audio or video on the internet was not solely developed by Apple.

Podcasting is basically an audio blog. You can upload audio or video to a website (your website, blog, or sites like iTunes Music Store) and new syndication technologies, primarily RSS (Rich Site Summary), allow people to download your podcast. Recent advances can make podcasts searchable and allow users to subscribe so that they can automatically download podcasts in which they are interested.

Podcasting has exploded onto the communications scene and appears to be poised for continued growth. Google has reported over 100 million hits on the search word “podcasts” and companies like Apple and Sony have launched new products that allow downloads of video podcasts too. "Podcasting" is the 2005 New Oxford American Dictionary Word of the Year.

Similar to blogs, podcasts are an unfiltered medium where your message can be transmitted directly to your target audience. The challenge is connecting them to you and developing a loyal following.

Podcasts are communications tools like marketing collateral, 800 numbers, advertising, and websites, and should be developed with the same seriousness as all of your other communications.

Market Research on a Dime

"Market Research on a Dime" by Tom Nardacci

Knowing how your customer or target audience perceives your business is the best way to tell if your message is coming across as you want it. The best way to find out is to ask, and there may be some simple ways to accomplish this.

Qualitative research like focus groups and in-depth interviews are excellent ways to probe complex issues and can help ensure that your later quantitative methods, like surveys, are fine-tuned and are asking the right questions.

While there is no substitute for professional researchers, sometimes you may not be able to afford them. You can survey customers, members, and staff easily by using online technology like Zoomerang (www.zoomerang.com) or Survey Monkey (www.surveymonkey.com).

Growing up, my grandparents owned a corner grocery store. When my grandfather ordered a new type of ice cream or candy he would call certain kids (like my sister) into the store to test them out and tell him what their opinion was. He asked kids who he thought would give an honest assessment. Not a very complicated method, but highly effective feedback.

Market research is too important to let costs stop you from doing it. In many instances you may not need the most complicated algorithm to find out what your customer thinks.

A Recent Mailing of Ours

We recently mailed something similar to this as a postcard to push traffic to the website from targeted businesses and executives.

Hospital Reputations and Patient Choice

J.D. Power and Associates Reports: Reputation Plays a Vital Role in Influencing a Patient’s Choice of Hospital

Patients Are Highly Satisfied with Efforts by Hospitals to Treat Patients with Dignity and Respect

WESTLAKE VILLAGE, Calif.: 19 December 2005 — Patient perceptions of a hospital’s reputation plays an important role in hospital selection, according to the J.D. Power and Associates 2005 National Hospital Service Performance StudySM released today.

The full press release is located here: http://www.jdpower.com/news/releases/pressrelease.asp?ID=2005259

Public Relations Makeover -- Martha Stewart Style

"Public Relations Makeover -- Martha Stewart Style" by Tom Nardacci

Martha Stewart offered one of the best chances to armchair quarterback a public relations crisis in quite awhile. Whether you liked her recent version of Donald’s hit reality show or not, you have to admit that her comeback has been impressive.

When charges of insider trading were making headway, Martha Stewart’s stock was dropping, both figuratively and in the building on the corner of Broad and Wall in lower Manhattan. Shares of MSO, a company with virtually no debt and several hundred million in annual revenue, dropped below $8 per share.

There were quite a few things that she did outside the courtroom that paved her comeback. She kept the lines of communications open with her loyal following and her detractors. She immediately posted an internet blog that told her side of the story. She allowed herself to be photographed and always made sure that she always came across as “Martha” always had. There was never a “perp walk” and she was always ready for the lens-men. She worked to make sure that contracts with suppliers like K-Mart remained in place and promoted those successful agreements. While she relinquished the CEO job at MSO she stayed on the payroll and pushed an optimistic message about her return to television and resuming her life after the trial and punishment. She made new television deals. Shares of MSO shot to $37 per share (Today, MSO is trading at $18). When she got out of prison and finished her house arrest she did exactly what Martha is known for, she was back on television making gingerbread men, carving pumpkins, and selling books with wedding cake ideas.

While “The Apprentice: Martha” may not have worked out, her turnaround has been really interesting to watch.

Not a “Flack” -- Don’t “Spin”

Not a “Flack” -- Don’t “Spin” by Tom Nardacci

The new edition of Newsweek (12/26/05-1/2/06) has an article by Evan Thomas (“What the Hell is Going On?”) about U.S. Department of Homeland Security chief Michael Chertoff’s and Congress’ efforts to understand what happened in the aftermath of Hurricane Katrina. Recent revelations include many e-mail exchanges between ousted FEMA director Michael Brown and his subordinates, including his press secretary.

The e-mails, which include exchanges about Brown’s attire and demands for longer meal times, have also been featured on television and in print outlets across the country. The exchanges between Brown and his press secretary are sad and leave a real empty, heartless feeling about the role of a media advisor. It makes people wonder if this is how all officials and their advisors think.

Real public relations professionals are not “flacks” (short for flack jacket) and we do not “spin.” We despise the terms. Those who embrace the terminology usually just don’t know any better, and are most often usually kids in their first real job of influence.

Public relations practitioners have a responsibility to their clients, and also to the profession and the public as a whole. There are codes of ethics established by organizations like the Public Relations Society of America (PRSA), and there are other unwritten rules of conduct that should guide public relations decisions.

When dealing with the media, and the public, your credibility is your biggest asset. Once that is lost, there may never be an opportunity to regain that trust.

The ever-increasing relevance of Blogs

"The ever-increasing relevance of Blogs" by Thomas Nardacci

New York Times advertising columnist Stuart Elliott reported last week (12/12/05) that MSNBC is launching a $1 million internet advertising blitz, its largest online effort ever. Their goal? To see if they can drive traffic from the ‘net to television for three shows: Keith Olbermann, Rita Cosby and Joe Scarborough.

In addition to pixel space buys on newsweek.com, slate.com and washingtonpost.com, and keyword search buys on Google.com, the campaign includes ads on 800 blogs.

What MSNBC is doing nationally and in New York City has direct relevance to business owners and organization executives locally. Your communications team should be familiar with local blogs and with blogs relevant to your industry. Posting articles and information on blogs can go a long way in spreading your message. And, inexpensive, targeted advertising opportunities exist.

The influence of blogs should be understood and integrated into your communications plan. (Local developers, for example, may want to consider adding themselves as commentators to community blogs, posting updates and responding to questions; Local realtors could easily create a blog that provides advice, announces lease agreements, etc). In addition to reaching targeted consumers, blogs are playing an increasingly important role for research. Many journalists are now reading blogs to help them understand differing viewpoints. If your message isn't out there, you may find yourself on the opposite side of a lopsided story.

Stuart also pointed out that Budget Rent A Car bought ads last month on 177 blogs, and Audi bought ads this summer on 286 blogs. The trend is alive and growing. The return-on-investment for MSNBC’s $1 million remains to be seen, but obviously the commitment is tremendous.

Understanding Positioning

This is a great opinion piece (Ad Age, 3/14/05) that I clipped earlier this year about "Positioning." Positioning takes well established marketing concepts -- like the 4 P's (product, price, place,and promotion) -- to a next level in today's cluttered world. Trout co-authored "Positioning: The Battle for Your Mind," with Al Ries. I highly recommend it.

Crisis Communications Planning

"Handling a Media Crisis" by Thomas Nardacci

Businesses and organizations that are well-prepared for a crisis have most likely already been through one. When the crisis was over they remembered what went well and what failed. They remember the counseling they got at that time from their managers, lawyers, or board members. They remember customer feedback, sales dips, and follow-up complaints.

Far too often, businesses and organizations are not prepared for a communications crisis because they cannot foresee a situation that could put them in the middle of a crisis that would bring focused media attention. They cannot see the accident, employee wrongdoing or mistake that could put them in focus and under tremendous scrutiny. They're not prepared to be under the microsope.

There is no one strategy, plan or checklist that answers every crisis situation, but there are some general tactical steps that businesses and organizations should plan well in advance.

• Who are your spokespeople? Are they credible? Viewed as honest? Are they trained? Can they deliver message points? Will they come across in the right way on television and radio? If possible, are there key people outside of the organization that can speak positively about you and your work?

• Decide now that you will always comment in some way. Even saying “no comment at this time” is a comment and that saying is sometimes necessary and appropriate. Not returning phone calls is never acceptable and is always viewed as if there is something to hide. When appropriate, and that most likely is right away, make comments that are responsive, straightforward and honest.

• There are many situations where you should let the media know first about a problem. Don’t necessarily sit back and wait to see if the media will find out. Information is easily leaked and can put you on the defensive, instead of revealing the proactive efforts you are taking to fix the problem.

• Have facts prepared: safety records, industry data, and organization records like audits, etc. They will help reporters to put your crisis in context.

• Keep employees and board members informed. Let them know what the strategy is and what messages are being conveyed before they pick up the paper or hear the story broadcasted.

• When a crisis hits, do not speculate or provide inaccurate information. Your credibility is everything in these situations.

• Be prepared to closely monitor all media outlets. Who is reporting? What is being written and broadcasted? Who are your detractors?

Preparation and planning will make a world of difference should you find yourself in a communications crisis.

Capital District Business Review Article