You may have heard a thing or two about Pinterest in the last few months. The social bookmarking site that allows brides, party planners, hoarders and marketers alike to collect and share things online is now making its way into the mainstream and causing businesses to pay attention to this oh-so-addicting thing we call pinning.

I’ve read a number of blog posts within the past week contributing to my thoughts on why consumer marketers should quickly pay attention to Pinterest. Here are a few of the best reads:

Pinterest Drives More Traffic Than Google+, YouTube and LinkedIn Combined

Zoe Fox published a post on Mashable this week calling out just how quickly Pinterest has grown, beating Google+, LinkedIn and YouTube in percentage of referral traffic in the month of January according to a Shareaholic study. Fox goes on to list a number of other revealing stats about referral traffic trends.

Pinterest Becomes Top Traffic Driver for Retailers

Mashable also reveals the power of Pinterest for retailers in the form of an infographic this week.  The post goes on to describe the massive growth in unique visitors Pinterest saw from September to December 2011 - the social site saw a 429 percent increase within the four month period, and also jumped 389 percent as a top traffic referral for several apparel retailers from July to December 2011. Not too shabby.

4 types of businesses that should be on Pinterest

PR Daily goes on to list other industries that can and should take advantage of Pinterest. Implementing a solid pinning strategy can be useful for not only retail, but also cause marketing, small businesses, media and even corporate brands – so long as there is a strategy and regular content in place. Let’s use TIME Magazine as an example, the media outlet showcases not only its past covers but also staff members, gift guides, style, fashion and TIME recommendations (PR people, are you thinking what I’m thinking?).

My prediction is that we will notice an influx in “strategic pinning” in 2012. Smart marketers will utilize the platform when the time and brand is right. How are you pinning?

Hotels and Travel Companies Nail It with Social

Key players in the hospitality and travel industries realize they cannot control every online review about their brand. The only way to help manage messaging around a particular hotel, resort, destination, etc. is to utilize social media networks such as Facebook, Twitter, blogs and more to counteract any negative messaging that may exist about the brand. Read more about which hospitality companies are doing it just right.

New Klout Algorithm Getting You Down?

For many, the recent Klout changes came with a bit of a blow to the ego. This article gives a bit of insight into some of the late great online buzz around the changes and what people are saying. Quite frankly, I think life goes on…

Kraft PR Goes Big for Halloween

No, we are not biased because of the Koolaid brand, but Kraft broke out the big guns this year for its Halloween PR outreach – the company even invented a Jell-O mold to replicate a brain (yummo). All gross things set aside, take a look at the in-depth campaign Kraft rolled out this year in honor of Halloween next week.

Over the past few weeks, I’ve been watching patiently as press releases and articles accumulate in my mailbox regarding the recent trial launch of Google’s new social network, Google+. There’s been speculation upon speculation about whether the site will trump Facebook’s monopoly within the online world – or simply make a splash for a brief moment in time. My observation in getting to know the new online space, is that Google+ is ultimately a positive adjustment for Facebook and social media all in all. The new platform will challenge Facebook and other networks to continue to grow and evolve.

Among the many similarities that both Facebook and Google+ share, there are a number of improvements I like about the new platform – things that ultimately make online social interaction easier for the consumer and let’s not forget, marketers as well.

1. Choose your content

One of the most notable functions about Google+ I enjoy from a personal and business perspective is the ability to choose which content I want to share with certain people. Google+ “Circles” allows the user to categorize their connections into groups such as family, friends and even create your own circles such as industry people, clients, etc. On the marketing front, I find this element very intriguing because companies can filter which information to share with various target demographics.

2. +1 Tips from people you trust

It’s a well known fact, people make purchasing decisions with information from those they trust. Google accomplishes many things with the +1 recommendation function. Not only is this an excellent option for the consumer, but as a marketer +1s provide an opportunity for brand loyalists to promote a product, service and/or event organically, building credibility for the brand on a more personal note. In turn, marketers can implement strategy to build brand awareness to spark conversation and ultimately drive sales by targeting specific individuals through search.

Another tactic we may see pop up in this interim period, is individual employees speaking on a brand’s behalf. Building a personal connection with consumers in order to build awareness regardless of the restrictions for businesses.

Now, there’s a reason Google does not want to see major brands on the network just quite yet – it’s crucial in this beginning phase to build trust among consumers before introducing marketing capabilities for companies. I do believe, however, that Google+ will eventually roll out enticing advertising and analytic opportunities for marketers. In fact, one of the first questions prompted when signing up for my account, was will I approve Google to use my information for advertising purposes? More privacy than Facebook? Not so sure how long that will last.

3. Consolidating online tasks into one platform

One of the other enticing perks to Google+ is the ability to access one’s email, social networks, search and even video chat without having to log out and switch over to another platform. Google+ combines most of the major tasks people want to accomplish online, and even if it’s a matter of small convenience, this is something that most people want – to consume and share information quickly. I do foresee, however, Google+ struggling with critics on the other hand, who do not want their social networks tied to email and search. My prediction is this information will inevitably be accessible for marketers – which will lead to more targeted ads, but relevant information.

Until then, what are your thoughts about this social network evolution? Will Google maintain untainted and non-commercial? Or allow brands to tap into its social/search gold? Seems likely that the latter will prevail.

There have been some big changes in the world of print lately. Publications struggle to keep reader’s attention and loyalty; some abruptly shutting down shop, others simply fading away as page numbers quickly decline. On the other hand, online content continues to grow in popularity and has proven to be the key to success in today’s world of fast-paced news, and social networks. No longer is it an option for magazines to bank on its glossy pages and pretty photographs – readers want their information quickly, and most likely online. There are a few digital publications in particular that have found a way to capture the essence of reading a magazine off-line, and translate a similar experience online via computer, iPhone, iPad, what have you. Here is one such example.

The New York Times recently interviewed Michelle Adams, editor in chief of Lonny, a pretty rad online magazine focusing on home décor and design. Adams came from a background in print, and when the publication she worked for shut down in 2009, she pursued writing online. Eventually she and a former colleague created Lonny, which caters to a niche demographic of young, fashionable women who want their content fast and fresh.

With an endless amount of content online, what makes Lonny exceptional is the popularity and following it gained in such a short amount of time. The site garners more than 200,000 unique visits per month, and already has 18,300 plus followers on Twitter since it launched less than two years ago. In comparison Conde Nast powerhouse, Elle Decor, has 22,000 followers and has been around for decades.

Max McDonnell, CEO of Lonny, sent me his thoughts about the future of the magazine. He accredits the success of the publication to quality content first and foremost, and driving a very targeted group to the site in order to garner the interest of relevant advertisers. He also had encouraging words to share regarding profitability for Lonny,  “Advertising interest has certainly grown as our traffic has grown, but the biggest leaps have always been through interest in our content and interest generated through remarkable publicity events (like the NYT article). On the road to profitability we have sought to create the content and respectability that our advertisers appreciate, and both of those qualities are much more evident through a newspaper article, industry buzz, or reader feedback than through a cpm report. We focus very little on driving uninterested mass traffic to our site, and more on delivery high quality content. This strategy has certainly helped us in terms of both profitability, and strong advertiser relationships.” A smart strategy that I’m sure others will soon follow.

Additionally, here are a few other reasons why I think Lonny is doing it just right -

• Layout – The Lonny team uses a flipbook-style software allowing the reader to easily navigate through the issue. One can literally flip from page to page, or skip to the back of the book using the click-through index feature. Not only does this format provide the reader with the satisfaction of browsing from page to page as you would with a print magazine, but Lonny takes it up a notch, by providing new features like the index and excellent search capabilities, making the online experience more convenient than print.
• Video – Adams integrates video into her content with the editor’s letter – ditching the traditional all copy style for a monologue-esque explanation of the features and a little background behind the book. I dug this for many reasons, but mostly because it was engaging and gives the publication a little personality. It felt personal, and honestly got me more excited to dive into the rest of the content.
• Advertising – The ad oportunities in this online mag are seemingly ideal. The digital format allows the reader to click-through on an item of interest, directing you to the company website where you can purchase directly – a great thing for advertisers, a not so good thing for spontaneous spenders. Either way, a notable improvement and opportunity for many.
• Social networks – Undoubtedly, social media plays a huge role in serving any successful magazine. The folks at Lonny have built a 18,300 plus following on Twitter, and Jane Lilly Warren, another online magazine maven interviewed in the New York Times piece noted, “Even though we’re a monthly, we have this hourly interaction with our readers.” Staying top of mind now a days means having an active social network, and engaging every day with your readers to stay relevant.

While Lonny exemplifies best practices of an online magazine, there is something to be said for the glossy cover and pages of a traditional print magazine. There’s no way we will ever get rid of these publications completely, but you better believe only the digitally-strong will survive. These digitally savvy print publications will watch online pubs like Lonny, and emulate them in a way that doesn’t negate their printed magazines. They will make sure that, first and foremost, they are utilizing their websites smartly. They won’t be giving away all their print content for free, but instead, they’ll use their site as an opportunity to hook readers in between issues by providing a sneak peek into the upcoming issue, or expanding on feature stories. These print pubs know that it’s crucial to use their online resources to build a stronger network with their readers. This way, when it comes time for those readers to choose where they will subscribe, the print pub they have grown to trust and love will be top of the list.

While I’ll always be a fan of flipping through a beautiful print mag, publications like Lonny excite me. In a world of nonstop transformation and change, it’s encouraging to see companies adapt, continue to grow, and inspire changes across the industry.

*This post is part of Bailey Gardiner’s What New PR Pros Need to Know series, which offers advice, insights and guidance to students and new professionals who want to learn more about the PR industry. Topics and suggestions are welcomed.

Ever catch yourself talking to a friend about what you do, and notice a blank stare on their face? PR has a language of its own, and when you take into consideration the plethora of media terms and marketing-speak we use on a daily basis, it’s easy to get lost in the ever-evolving industry words and jargon. New PR pros, no need to fret, I’ve compiled a list of the top words and phrases PR pros in training need to know. Enjoy:

• Wire distribution/distro – Short for sending a press release through a distribution service. Usually used when you need to cover a broad scope of media outlets in a short amount of time – also when you need to announce breaking news quickly.

• Clip – Refers to an article or news mention you’ve secured for a client. For example, you’ve been pitching the launch of a new product, and San Diego Magazine included the item in a story about cool new gadgets – after capturing the coverage, you can refer to the individual placement as a hit or clip. 

• Masthead  – The publication title that appears across the first page, front cover, or title page of each issue. The masthead is often referred to when someone is compiling a clip for reporting purposes. The masthead and copy of the article are usually cut and pasted together in order to present an organized and condensed version of the placement.

• Round up – A summary of items combined to create a news trend. For example, there are a ton of round ups on gift giving, especially around the holidays. Top ten gifts for mom, The ultimate Valentine’s Day Guide to Romance, so on and so forth. The story is comprised of a variety of options for a particular topic. This is often a smaller mention, but an excellent way to get your brand in front of bigger media outlets. 

• Hit time – Often used when coordinating television interviews, a hit time refers to the estimated time of a live interview. These times may change depending on breaking news stories for the day, but it gives a general idea of when the spokesperson can expect to go on camera.

• Segment – Refers to a block of time used to discuss a specific topic on television or radio broadcast. There may be several hit times throughout the segment, but all fall under one segment pertaining to a certain issue or topic.

• B-roll – Previously taped footage that can be used for an interview. For example, if you are promoting an annual event and have footage from the year before, you may be able to loop video from the previous year’s event into an on-air segment. It’s usually used as an added value for television.

So, what else is on your list? We all know the list is long and ever-growing.



*This post is part of Bailey Gardiner’s What New PR Pros Need to Know series, which offers advice, insights and guidance to students and new professionals who want to learn more about the PR industry. Topics and suggestions are welcomed.

The key to success as a new professional in the public relations industry is staying on top of your to-do list. That said, time management plays a major part in survival of the fittest for anyone in the PR world. So, in order to keep your sanity and stay organized, I have a few tips and tricks for all my multi-tasking friends out there:

• Prioritize – You can’t do it all at once, so take a second to think about what’s most urgent and what can wait. Get it all out there, and then highlight the most urgent items on your list.

• Start ahead of time - Start projects early, and leave yourself time in case something else comes up. Try creating a time line for your task to keep yourself and others accountable to meet their deadlines. For example, do you have monthly reports due at the same time each month? Mark your calendar, and set a date every month for when you need to start.

• Divide and conquer – Everyone works differently, but I often create a tentative schedule for my day. For example, if I know I have a lot of pitching to do, I aim to get most of it done in one sitting. Also, when I’m writing I try to avoid my inbox so I can stay focused on my content and finish the task at hand.  There are always meetings and other projects that arise, but I try to fit this schedule into my day when I can to create a sense of consistency throughout the week.

• Stay organized – Personally, I aim to keep my mail inbox under 20 messages when I can. Clearly this does not happen all of the time, but it helps put things into perspective for me when I see my messages piling up. I also try to keep up with my emails as they come in, and mark action items that I can’t get to right away. If it’s a quick task, I try to knock it out right away so I don’t end up with a bunch of small to-dos at the end of the day. I also divide my tasks into email/call/do, and it helps me visualize the amount of time each task will take.

• Ask for help if you need it – Sometimes you just can’t do it all, and it’s okay to delegate or ask for help when you need it. I guarantee it’ll work out better than turning in work that’s not one hundred percent, or even missing a deadline completely.

It’s not easy keeping your schedule in check when you’re first starting out (it’s something I still fine tune on a daily basis) but I hope these tips can at least get you started. I’m curious to see how others organize and multi-task. Are there any key tips I left out that you enjoy? Spread the love…

The PR industry has been put under a mighty fine microscope lately with articles in the NY Times, TechCrunch and other news sources actually calling people out by name and threatening the reputation of our industry as a whole. While I’m not going to rant about these articles, or give you a list of how we would have done things differently, I will suggest a few things we can do as individuals/PR professionals to start repairing our industry image, and represent ourselves just as we would with any other client.

Keep your cool. It’s easy to get frustrated and fed up with inaccurate portrayals of our industry, but the more emotional we get, the harder it is to prove our point.

Control the response. In reaction to these anti-PR articles published were hundreds of comments left mostly by PR people (rightfully so). However, it made me wonder whether these responses were really strategic, or rather, fired-off in the heat of the moment. Addressing inaccuracies or off-based statements within an article is by all means necessary, and something I’m sure we’d all recommend for a client in similar situations – however, sometimes I’d say it’s fair to evaluate the situation and determine whether what you have to say has already been said. If so, maybe save it for another time and avoid fueling the fire. Among the 84 comments left in response to the NY Times piece, I especially liked this one – realistic, and straight to the point: “Just like plumbers, school teachers, CEOs and restaurant owners – some PR firms are five star and some stink. The takeaway is this…good PR people never lie about results.” The message was brief, yet effective.

Pitch the positives. A more proactive way to help fight negative stereotypes against our industry is to do what we do best – share our success stories. Pitching positive case studies about PR campaigns that work is one way to inform people about the great things we do as an industry. Instead of focusing our energy on fighting every single battle, let’s redirect it to an activity that can actually make a difference.

Stick together, and speak up. I loved reading Gini Dietrich’s post on Spin Sucks in response to some of the negative PR articles. It made me happy to hear other PR professionals out there willing to speak up and stick up for our industry in a professional manner.

In the end, we’re not going to get every single angry writer to change their mind about PR people – we may not even convince just one. Ultimately, all we can do is focus on our work as individuals and agencies, building a stronger reputation by doing excellent work for our clients. When all is said and done, we’re not the only industry being picked on, there are negative stereotypes out there about many professions, but it’s important to know when to stand our ground and how to do it right.

What do you think about all of this? Any tips to add to the list on how to do PR for our own industry?

One of the biggest mistakes people make when doing PR around an event is to assume the media will want to cover it. Let’s be honest, what really makes our pitch any different than the million other emails and calls your media contacts receive on a daily basis? It’s not easy selling an anniversary, festival and/or celebration to the media – so how do you make sure your event gets attention? Here are a few tips I found helpful over the past few weeks while pitching media for our Culture & Cocktails event at The San Diego Museum of Art:

Relevancy – Is your event timely? Is there anything similar trending in the news right now? At Bailey Gardiner, we often brainstorm how to tie in our event outreach with something newsworthy or current – maybe even offer your story as a follow up to a similar article or segment the media outlet has covered in the past.

Visuals/Angles – What can you offer to make your story THAT much cooler? Try to think like a producer or editor when you write your pitches – what would you like to see if you were producing the content? Besides the standard spokesperson, what else can you bring to the table to present a well-rounded story?

Spokesperson – If you have access to more than one spokesperson, you can match each individual to specific media depending on its type of audience. For example, are you reaching out to a publication who appeals to a younger demographic? Try using someone who can easily (and believably) speak to this group of people.

Story – Why should the producer/reporter/editor care? Does your event support their demographic? Will their audience be interested in what you have to offer? Just because it doesn’t seem to be a fit right off the bat, doesn’t mean you have to rule it out – you may be able to find an angle to reach the audience (but don’t stretch too far).

Variety – Are you pitching different angles to different media contacts in order to produce diverse media placements? For The San Diego Museum of Art, Culture & Cocktails, we recently booked three TV segments the week of the event – one focusing more on the art, another highlighting the event itself, and the last, a mix of the two with different visuals. The media will be happy to know you’ve fine-tuned each segment to their specific audience as well.

It all comes down to shaping the right story for your event, and talking to the right people about why they should care. Going the extra mile to create segment or story ideas, will definitely help in the long run as well. What else do you recommend? Are there any other tips and tricks you can contribute to the list?

*This post is part of Bailey Gardiner’s What New PR Pros Need to Know series, which offers advice, insights and guidance to students and new professionals who want to learn more about the PR industry. Topics and suggestions are welcomed.

As a new(er) PR professional, I’m always looking for ways to grow and get better at what I do. At Bailey Gardiner I’m lucky to work with some of the best PR pros in town, and believe me, I take advantage of every opportunity I get to pick their brains about the field. That said, I also love talking to students getting ready to make the jump from school to the real world. I was there not too long ago, and I remember how many questions I had, with so much to do, in so little time – or so I thought.

Recently, I attended a UCSD alumni event and spoke with a plethora of students interested in working in the Communications field. Knowing that UCs are primarily theory based, I received a number of questions like, “What is PR?” and, “How did you start working in the industry?” and it made me wonder, how DID I start working in the glorious field of Public Relations? These questions really made me stop and reflect on the important steps I took along the way, before I was lucky enough to land a spot with the BG PR team.

Below are some of the frequently asked questions I received at the event, and answers to provide a little insight into what you can do as a student or new PR professional, looking to get ahead of the game.

Q&A on starting a career in Public Relations:

Q. How do you get involved in the PR industry?

A. The Public Relations Society of America (PRSA) is an organization designed to bring people together within the field to network and grow professionally. I volunteered to help with media relations around the International Conference, and also assisted with event planning for the annual Summer Social. Volunteering for any professional organization is an excellent way to meet seasoned vets who just may very well be your next employer.

Q. How do you create a portfolio if you have no experience?

A. Seems like a catch 22, but who says you can’t create a mock portfolio of brands or clients similar to those you’d like to work with? It shows initiative and that you’re passionate about PR – and also that you’ve done your homework about the company.

Q. What are the most important skills to have for PR?

A. Public relations professionals are pretty well rounded if you ask me, but I’d say my communication, writing and organizational skills are put to work every day.  Also, perseverance, commitment and a little competitive edge helps push you through those really tough days.

Q. How important is writing, and how do you keep up with AP writing style?

A. Writing is an essential piece of the public relations puzzle. A well-written pitch, press release or media alert may be the difference in scoring you a huge media placement for your client. I try to stay up-to-date on the latest AP style guides. An easy way to do so is to follow them on Twitter @APStyleBook.

Q. What’s your favorite part of working in Public Relations?

A. PR is unique because every day is different. Whether its planning an event or writing this blog post, there’s a constant energy and results-driven environment you get in this industry. Building relationships and being a part of a team are also high on my list.

Q. What aspect of PR is most challenging?

A. Time management plays a huge role for a PR professional, even more so for a new PR pro. Learning how to prioritize your workload and meet deadlines is one of the biggest tasks to conquer as a newbie in the business. My suggestion- speak up. Ask for deadlines, what’s the priority and what can wait. Remembering, communication is always key.

What other questions do you have about working in the PR industry as a new pro? Or, if you are a new pro, what do you have to add to these answers?

Part of my job as a PR account coordinator is to stay on top of the ever-evolving world of media and provide accurate information to our team about relevant media outlets. In essence, my team trusts that I’ve done my work to help them reach the right people efficiently and effectively through accurate media lists. Creating and maintaining these lists are often part of my to-do list, and may very well be one of the most important steps to determining the success of a team’s media outreach.

That said, it’s difficult to keep a finger on the pulse of an industry that’s constantly changing.  In order to stay up-to-date and avoid wasting time sifting through bounce back e-mails, I’ve jotted down a few helpful tips for all my fellow media list builders out there.

• Living lists – Keep your lists current and edit whenever you get notice of media changes, moves, etc. If you use Vocus, there’s a “living lists” button you can choose to ensure all of your lists are constantly being updated. 
• Research – Make sure you know and understand the media outlets you are pitching. Are you contacting the relevant beats, sections and segments for your client? Check out mastheads from certain sections to see who’s covering what.
• Correct contacts – It helps to be up-to-date on the editorial breakdown at each publication. Are you sending to the right person at each media outlet? Try following some of your media contacts on Twitter to stay up-to-date on their recent work. It’s also an easy way to find out whether someone’s changed beats or positions. People like @themediaisdying share stories like this every day. Also sites like the Daily Front Row have a weekly post for media moves at Fashion/Women’s publications. 
• Industry – Are you familiar with the industry trade publications, and are you utilizing them? Even doing a quick search for these type of outlets will help in leading you to the right media.
• Newsletters – plenty of news publications produce newsletters, and it is a fabulous way to stay current on what the company is interested in and covering, so sign up for them. I sign up for these as I stumble across a new media outlet that sparks my interest, and browse through them usually first thing in the morning.

Ultimately, a relevant media list won’t guarantee your client a spot on the final season of the Oprah Show, but it will definitely help guide you through a more efficient media outreach process. Instead of relying on your media database service, try dialing in the manual way, and you may end up saving time and producing even better results in the end.

As a new-er PR professional, I’m always eager to learn as I go, so I’m curious, how do you make your media lists relevant?