Monday Mornings with Madison

Category Archives:
Public Relations

November 25, 2013

The Marriage of PR and SEO

Issue #306

Thanks to Google’s Penguin and Panda algorithmic updates—two changes that have boosted the importance of editorial quality and referral sites, and have nixed the spammier forms of search engine optimization—PR (public relations) and SEO (search engine optimization) have emerged as similar practices. Today PR and SEO have nearly identical goals: to obtain earned media. Both PR and SEO need a backbone of relevant, informative, and newsworthy content.

However, while both SEO and PR efforts focus on the same goal, individually they often fall short of maximum effectiveness. Perhaps that is why more and more companies are beginning to merge their SEO and PR efforts into one. Just like the mix of chocolate and peanut butter were “two great tastes that taste great together”, so are SEO and PR two great strategies that work great together. So what are the best ways to marry PR and SEO efforts? Continue reading →

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October 14, 2013

Fake Reviews – Part 2

Issue #301

With the advent of the Internet, word-of-mouth referrals, written recommendations and printed reviews have spread into the online world. All manner of websites now allow consumers, experts and trusted sources to write reviews about any product or service… or person, for that matter. Such sites abound including Linked In, Yelp, Trip Advisor, Angie’s List, Urbanspoon and countless others. They allow people to rate everything from restaurants and hotels to retailers and professionals. The problem is that as much as a quarter to a third of all online reviews are totally fake.
Some companies spend a lot of time and money to get good fake reviews or generate bad reviews for competitors. Why do they do it? Is it really all that beneficial to the business? And, if so, what’s to stop all businesses from writing fake reviews until no reviews – even legitimate ones – will have any credibility? Continue reading →

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October 7, 2013

Fake Reviews – Part 1

Issue #300

It’s been said that people do business with people they know, like and trust. That is considered by many to be a basic truth of business. The key ingredient of that formula is trust. Customers want to do business with companies that they trust will do a good job and treat them fairly and courteously. Long before the Internet, consumers used the old-fashioned but reliable method of identifying worthy vendors: Word-of-Mouth. It was understood that past performance was the best indicator of future behavior. From doctors to department stores and from Realtors to restaurants, people would frequent nearby businesses recommended by a family member, friend or colleague. A business that was highly recommended generally could be trusted to deliver a good product or service.
With the advent of the Internet, however, consumers had more choices of companies with which to do business, including companies that were much farther away than their neighborhood. The global village offered more choice but with it also came the challenge of knowing which businesses to trust. The old-fashioned method of identifying worthy vendors was updated for the Internet age. Word-of-mouth referrals evolved into online customer reviews. To facilitate the process, websites sprung up that allowed consumers to write reviews about their experience with that business. Sites such as Yelp, Trip Advisor, Angie’s List, Urbanspoon, Chowhound, and others, allowed customers to rate vendors; everything from restaurants and hotels to retailers and professionals. Problem solved? Not exactly. It now appears that as much as 25-33% of all online reviews are completely bogus. Called astro-turfing, the problem of fake reviews is a growing. Continue reading →

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August 12, 2013

In Search of The Best Marketing Channel

Issue #293

It’s been said that variety is the spice of life. Different strokes for different folks. To each his own. These expressions all communicate the fundamental truth that every individual has their own preferred way of doing things or approaching life. What resonates with one person may make no sense to someone else. What one person loves, another may detest.

Take, for instance, how people like their steaks cooked. Some like their steak cooked ‘medium’ which is pink at the center. Others like their meat a little less cooked, ‘medium-rare’, which is pink with a little red in the center. Still others go in the other direction and want a steak ‘well-done,’ cooked through until the meat is gray (which typically offends chefs and gourmands). At the other extreme, some prefer their steak so rare that it might still ‘moo’ on the table. So which customer is right? Is there one best way to cook a steak? When it comes to the restaurant business, the answer is that there is no single ‘right way’ to cook a steak. While chefs may have an opinion on the optimal temperature to cook meat, restaurateurs understand that they must serve it however the customer prefers. The customer – who is paying for the food — should get what they want the way they want it… and preferences vary greatly.

Is that also true of marketing? Is there one best way to deliver a marketing message to customers? Or do preferences vary greatly? If you ask most anyone in business about marketing, they likely will tout the virtues of one or two particular marketing channels above all others. Indeed, company leaders are perpetually in search of the single ‘best’ marketing channel. And they will argue vehemently in favor of the one they deem is ‘best.’ But is there one marketing channel that is consistently superior over all others? Continue reading →

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October 29, 2012

How A Company’s Reputation Impacts Its Ability to Attract and Retain Top Talent

Issue #255

Coca Cola. Google. IBM. Apple. Starbucks. Microsoft. Mercedes Benz. Zappos. Amazon. What do all of these companies have in common? Besides having a global market following and a very healthy balance sheet, these companies have at least one other thing in common: the ability to attract top talent just based on reputation. Companies that attract top talent are likely to stay at the top of the Fortune 500 list because human potential is the one thing that cannot be forged, copied, imitated, duplicated or easily replaced. So attracting top talent breeds success and success attracts top talent.

Indeed, human resources are probably the most important asset of any company. Employees are responsible for the quality, quantity and consistency of its products and service. Employees bring creativity to bear on behalf of employers. Employees do all the heavy lifting that keeps a business running. And ultimately it is the workers who interact with, win and retain customers. It is their ingenuity, skills, effort, passion, work ethic, and attitude which largely determine the success, mediocrity or failure of an organization.

That is why, every day, companies are not only competing to generate sales and win customers, they are also in a race to attract and retain the most talented workers. From entry level employees to C-suite executives, every company wants – or should we say needs – to employ the best and brightest. When the economy was in a tailspin, the most talented, skilled and experienced employees hunkered down and stayed put even in companies where they were no longer satisfied, appreciated and/or challenged. The best and brightest kept from changing jobs even when they were overworked, underpaid or both. But with the economy ‘turning a corner’ and the unemployment rate slowly dropping, companies will soon – if they aren’t already – need to compete to attract the best workers. The most qualified candidates are likely to look first to companies with a solid reputation. So just how much does a company’s reputation impact its ability to attract top talent? Continue reading →

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August 27, 2012

What Drives A Brand’s Value?

Issue #247

Given the global marketplace and the pervasive impact of technology on reputation, a company’s brand is increasingly becoming a major factor in its success. While most business owners and managers understand the general importance of a company’s brand, they are a little less clear on what can increase or decrease a brand’s value. Most business owners don’t know how to go about increasing and leveraging the worth of its company’s brand.

To better understand brands, let’s consider what factors are used to evaluate the biggest mega-brands. There are now a number of brand consultants that conduct surveys to identify and rank how the top brands are doing and how those brands are impacting corporate bottom lines. For example, Interbrand conducts an annual survey entitled 100 Best Global Brands. Milward, Brown also puts out an annual ranking of brand value entitled BrandZ’s Top 100 most Valuable Global Brands. Credit Suisse also issues an annual report called Great Brands. There are many other such reports.

Each of the rankings looks to monetize the value of a company’s brand. The factors assessed vary from survey to survey. They are also weighted differently according to industry or category. That said, the major surveys are based on hundreds of thousands of interviews examining tens of thousands of brands globally. They parse billions of pieces of data that are then calculated to generate a brand value score for each company. They examine the point where a company’s sales, marketing, operations and financials collide with public perception. So what factors do these brand experts consider in calculating a brand’s value? Continue reading →

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August 20, 2012

Brand Reputation: Ruins, Revivals and Damage-Resistant Part 2: Brand Redemption vs. Teflon Brand

Issue #246

A company’s brand is the class of goods or services identified by name as belonging to that particular company. Like an invisible branding iron, a company’s brand is the personification of its reputation and public cache. A positive brand can be leveraged — much like cash reserves — to take a company to new heights. A negative brand is like a ball and chain around the company’s every move.

Sometimes, when a company’s reputation takes a beating – usually due to their own mistakes or wrongdoing – they opt to dump their brand and start fresh. As we saw last week, sometimes it works. But if the problems that caused the brand to tarnish continue, then rebranding is futile. That is why some companies choose to stick with their brand – troubles and all – and work to restore the brand’s reputation and image. It is usually not an easy task.

Interestingly, not all corporate wrongdoing causes brand damage. There are companies that do wrong or cause harm and yet their reputations and brands continue practically untouched. For marketers, it can be puzzling to grasp why some brands are more easily damaged than others. To get a better picture of how brands can rise from the ashes or manage to go through a firestorm unscathed requires analysis. Let’s take a look at two companies that were caught doing wrong. For one company, its reputation plummeted and it took a lot of time and effort for the reputation to be restored. For the other company, its reputation was hardly affected. Continue reading →

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August 13, 2012

Brand Reputation: Ruins, Revivals and Damage-Resistant Part 1: Rebranding Strategy

Issue #245

It used to be that a company’s reputation was based on the overall quality of the products or services it delivered, the value it provided, and the customer service it conveyed. Gaffs were generally forgotten over time. Sometimes, customers never even heard about minor issues in quality or service.

That is no longer the case. Television and radio made it easier for customers to become aware of any major company defects in quality, value or performance. Computers, the Internet and social media added to the public scrutiny of most any company’s brand and reputation. Today, companies must be exceedingly careful in protecting their reputation and brand.

Brand reputation is an integral part of a company’s strength or weakness. In some cases, a badly dinged reputation can add the final ‘f’ that turns an ailing brand into a failing brand. But a bad reputation does not always lead to brand death. Some companies have succeeded in redeeming badly damaged brands while other companies are able to sail through major corporate blunders with barely a scratch to its Teflon reputation. What makes a company’s brand either vulnerable or impermeable to reputation problems? Why do some corporate reputations end in ruin while others can be revived and still others are simply impervious? Continue reading →

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August 6, 2012

Sometimes All That Is Needed Is A Fresh Start

Issue #244

Recently, the IRS rolled out a new “Fresh Start’ program offering to wave failure-to-pay tax penalties for those who have been unemployed. The idea was to give people who have fallen behind on their taxes the chance to get their financial house in order and start fresh. To qualify, the person must have:
• been an employee who was unemployed for at least 30 consecutive days between January 1, 2011 and April 17, 2012,
• been self-employed with a 25% or higher reduction in business income in 2011
• had income that did not exceed $200,000 if filing jointly, or $100,000 for single or head of household, or
• had 2011 taxes due not exceeding $50,000.

With this program, the IRS understood that a ‘fresh start’ can be an empowering, uplifting and engaging force in life. The opportunity to wipe the slate clean and start again can give those who are tired and forlorn a renewed sense of hope and energy. Moving to a new town. Going to a new school. Beginning a new job. These events all inspire a feeling of ‘starting anew’ that can be invigorating. Underlying it all is the chance to do more… the possibility to be better… the prospect of improving in areas where one fell short in the past. But the concept of a ‘fresh start’ is not limited to people, programs and time. Companies also understand the power of a ‘fresh start.’ Embracing the concept, businesses have used the notion of a ‘fresh start’ to jumpstart areas of business that have lost focus, pep, or luster. Continue reading →

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July 9, 2012

What A Company’s Website Says About That Company

Issue #240

Ever visited a company’s website and thought ‘ugh?’ A website says a lot about a company, and it is often the first point of contact between the company and the customer. Business people know that image matters. Some would even go so far as to say that image is everything and that the public’s perception of that image is reality. The image that a company portrays becomes its reality. If a company’s image speaks of success, then that success becomes real. In fact, so many business people think this is true, that they take it a step further and advocate a “fake it ‘til you make it” image philosophy.

Even hardliners who insist that a company’s business model, products/services, management and operations are what primarily drive success will usually concede that a company’s image plays a pivotal role in a company’s ability to grow and thrive in today’s marketplace. And, today, a company’s website is a major part of its public image. A company’s website can either undermine or oversell a company’s success by telling the wrong story. And that can be damaging. What does your company’s website say about your company? Is your website telling the right story? Continue reading →

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