The PilmerPR team has spent a lot of time learning about social media, which is now an essential new tool for all of us as business and PR professionals.  As we all know, Internet use is off the charts, and taking advantage of this medium is now a basic part of reaching target markets. 

Some new data came out recently from the Online Publishers Association, revealing that Internet users are spending 47 percent of their time online reading content, and another 33 percent for communication.  Social media blends both of these activities – offering both original content in the form of blogs or online news sites and a communication vehicle through sites such as MySpace and Facebook. 

Companies are hearing over and over again that social media are integral to a comprehensive marketing and PR campaign.  But while reading this Computerworld story we have to remember to be careful when we use social media sites for marketing or public relations – because not every endeavor will be met enthusiastically by social media users. 

Computerworld reported on the backlash Wal-Mart Stores Inc. has received for creating a “Roommate Style Match” group on Facebook.  Wal-Mart likely created the group to utilize the enormous popularity of Facebook to reach their target customers. 

Unfortunately, some users don’t appreciate being targeted with corporate advertising or public relations when they visit their favorite social media site.  One post on Wal-Mart’s Facebook group said, “Facebook should take the number of negative comments on this page as a note that we don’t support this company for its use of a space for social networking. This space is for people talking to other people. Facebook, get your priorities straight.” 

PR professionals agree, as demonstrated in this PRWeek story.  Social media is a force to be reckoned with, and it should be included in every good campaign.  Just don’t forget to do your research, and truly join the online conversation, instead of trying to force it.

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This past week I attended a joint presentation of UVEF, where I serve on the board, MWCN, and UTC. A panel discussion was held on the Utah Fund of Funds, a unique collaboration of venture capital firms and government resources whose purpose is to put great entrepreneurial ideas in Utah together with the necessary funds and people to make ideas reality.

The Fund invests in venture capital and private equity funds that commit to establishing a working relationship with the Utah Fund of Funds.$100M has been set aside for the effort of which the majority has benefited 23 Utah startups yielding almost a thousand new jobs with an average salary of around $62k – not to shabby. Several other states have a Fund of Funds initiative, some of which have almost two decades of experience under their belts. However, among these states Utah’s Fund of Funds holds the distinction of the highest number of new “deals” funded per year – 15. That’s not bad for a youngster.

Steve Spencer of Utah Tech Spotlight had some interesting thoughts on this event. Brock Blake also speaks highly of UFoF. Panelists at last week’s event included VC stakeholders making deals happen.  Speakers across the board were very high on Utah as a seedbed for new startups. Mark Gorenberg of Hummer Winblad Venture Partners stated emphatically that of all states Utah has the “best potential for technology growth” in the near term.

For those who thought the glory days of Utah’s tech sector had seen better days with the rise and fall of Iomega, WordPerfect, Novell, and others this should provide an attitude adjustment.

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The Crandall Canyon Mine crisis and the company’s CEO, Robert “Bob” Murray, have riveted media viewers/readers across the country on the plight of six miners trapped underground. FlackLife, Rockford Gray, USCHO and the Moderate Voice are examples of bloggers chiming in. We all are hoping for the best and bracing for potentially tragic news for the families of the six missing miners. Much has been said regarding Mr. Murray’s handling of press relations during this crisis and perhaps when our hearts heal from this tragedy Crandall Canyon will become a case study for PR students to learn how to better plan for and handle crisis communications.

For corporate leaders in the boardroom seeking to better prepare for crisis communications, perhaps some tips would be helpful.

Create a Plan – it’s usually better to be proactive, than reactive. Before the crisis hits have a written communications plan that clearly assigns responsibility, accounts for media deadlines, and has total agreement among key management. Running a simulated crisis scenario can help work out kinks in the plan. This is especially important for companies that offer services impacting large numbers of people or that perform work that is potentially dangerous.

Appoint One Spokesperson – usually a top executive, this should be an individual who engenders trust and who has authority to speak for the company.

Communicate Quickly, Thoroughly and Frequently – from a pre-arranged location provide access to vital crisis information. Who, What, Why, How, and When should be answered as quickly as facts become available. A constant flow of information to the media will mitigate the reporters’ tendency to fill in story gaps with inaccurate information or questionable sources. Provide the chain of events, graphics, data, and independent third party experts as quickly as they become available.

Focus on People - every media interview or press conference should begin with a focus on the human component of any tragedy. Location of those impacted, services for family members, and efforts to find survivors should be covered before other subjects are discussed.

Be Accessible - Be Transparent – Stick to the Facts – members of the media have a job to do. The vast majority of reporters and editors seek to get the story right. Work with them around their deadlines and communicate often regarding the crisis. When tough questions are asked, stay cool. Be as open as possible to avoid looking guilty. Provide the facts and encourage continued dialogue to fill in gaps in the story. Focus on what is being done to help people impacted by the crisis. Avoid speculation or assigning blame, especially in the early days after a crisis. This keeps the focus on the human component and away from rushing to judgment. Credibility during crisis is a fragile thing. Avoid rejection of alternative opinions or experts which can easily backfire.

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I really relate to the following list so well written by Margie Zable Fisher who runs theprsite.com. CEO’s and Marketing VP’s seeking to bring PR into the boardroom would do well to review this list and understand the implications. Unmet expectations are many times the result of lack of education up front. This list is a good reminder to talk through these issues with a PR professional before investing is public relations. 

1. The client doesn’t understand the publicity process. 2. The scope of work is not detailed and agreed upon by both parties. 3. The client has not been properly trained on how to communicate with the media. 4. The client and the PR person or firm are not a good match. 5. The client has not gotten results quickly enough and ends the relationship too soon. 6. PR people don’t explain the kind of publicity placements a client will most likely receive. 7. Clients don’t realize that what happens after you get the publicity coverage is sometimes more important than the actual placement. 8. Clients refuse to be flexible on their story angles. 9. Clients get upset when the media coverage is not 100% accurate or not the kind of coverage that they wanted. 10. Clients won’t change their schedules for the media.  

Full article: http://theprsite.com/Articles/10ReasonsWhyPREfforts%20MayNotWork.pdf

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Fact: Gas prices continue to rise

Fact: Interstate traffic congestion outpaces new road construction

Fact: Utah air quality is among worst in the nation 

As consumers complain about $3.30/gal for regular gasoline, some Utah companies are taking creative approaches to lower fuel bills and lower stress for commuting staff.

PilmerPR in Orem addresses the problem of rapidly rising commute costs by allowing staff members to telecommute from home. High speed Internet, online public relations research tools, and advanced collaboration software allows the company to save on office space, reduce the stress of commuting, run a virtually paperless business, and save more than 2,000 gallons of gasoline a year. Most client meetings are handled at the client’s office or by teleconference. Thus, proving one small business can make a difference, be earth friendly and socially responsible.  

When AdvancedMD of Draper discovered they had half a dozen software developers commuting from Layton, they opened a small satellite office there. The yearly savings for this small group are substantial: 

Reclaimed staff family time                      350 hours         

Reduced tire and road wear                     120,000 miles

Savings in imported gas                           6,000 gallons

Staff fuel savings                                     $18,000 

See ABC4 coverage of this story. 

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Today I had the privilege of participating in the UVEF “Top 25 Under Five” awards luncheon hosted by Novell. Recognizing the top startups less than five years of age, this event was a potpourri of widely diverse businesses. Governor Hunstman gave videotaped kudos to winners and Sam Penrod of KSL was guest MC. Huntsman gave the small business owners and entrepreneurs in the state much of the credit for creating 100,000+ jobs in Utah over the past couple of years.

 1^st place winner Interbank FX takes one end of the spectrum leveraging eBusiness to go global in a very short time as a foreign exchange online broker with customers in more than 135 countries and trading volume in excess of $30 billion per month. Perhaps at the other end of the spectrum was SkullCandy, a developer of core audio products designed for the snow-and action-sports industries.   

PilmerPR was pleased to receive recognition in this group. I like to think our success is due to a terrifically talented staff of PR and marketing professionals who provide exceptional results for clients. My hats off to them.  My hats off to the entrepreneurs of UVEF. Paul Allen has been very kind to UVEF in his blog going as far to say “I love UVEF”. I share those sentiments as small businesses are the backbone of America. 

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