Pinterest has, on average, thirty million monthly visitors. According to Nielsen’s 2012 social media report, Pinterest’s number of monthly PC users grew by 1,047 percent between 2011 and 2012. The number of monthly mobile app and mobile web users add an additional five and 14 million, respectively, and the virtual collage website is showing no signs of slowing down.

The concept of Pinterest is simple: see something you like and pin it to one of your boards. Through these “boards,” Pinterest gives people the chance to show their personality, interests and who they aspire to be. For example, I am a terrible cook, but if you looked at my Pinterest board, you might think I am a gourmet chef.

As my colleague Mamie discussed in her blog post last fall on the growing importance of graphics, businesses are also jumping on the taffeta-draped and bedazzled bandwagon. According to socialfresh.com, more than 250 brands are now on Pinterest, and the number continues to grow. Restaurants, hotels, beauty brands and retailers are finding a perfect fit in the aspiration-based social network, but even the unlikeliest of organizations are benefiting. For brands whose fans are already on Pinterest, the website has now made it easier to target – and inspire – potential consumers.

With the release of Analytics for Pinterest earlier this year, brands can now easily and accurately view traffic data and discover how many visitors are viewing their website by way of Pinterest. The free, web-based tool allows brands to track the number of pinners and pins sharing material from their website, as well as the number of repinners and repins those pins received. Businesses can also track total impressions, reach and referral traffic.

Armed with this data, businesses are better equipped to use Pinterest. While it is important for brands on the site to build boards with their products in the hope that people will pin them and click through to their website, there are better ways to catch a pinner’s eye and engage the Pinterest community:

Sell the Whole Package.

Paint maker Benjamin Moore (more than 23,000 followers) has 58 pin boards. Only nine of these boards consist of their paint products. The other 49 are what inspires them to make the paint colors.

Benjamin Moore’s pins include painted or stained objects, such as doors and furniture or entire colorful rooms in all areas of the home. There is a board dedicated to interior designer Candace Olsen that features video tutorials, Olsen’s designs and her favorite colors.

When people choose to pin their photos, they dive a little deeper into Benjamin Moore’s brand and personality. The paint maker is subtly showing potential customers their brand, without shoving it in their faces, while also helping consumers to envision the brand in their lives.

By using Pinterest as a marketing tool, Benjamin Moore is helping potential customers envision the brand’s colors in their homes or office. Imperial Yellow in the can is just yellow, but in a photo of a child’s bedroom, it suddenly promises a future filled with soft baby blankets and wind-up toys.

Make Your Brand Approachable

Humor can give a brand an endearing trait and show people that the organization doesn’t take itself too seriously. Because one funny board usually leads to another, humorous boards can drive users to the brand’s Pinterest page.

For example, Major League Baseball’s Pinterest board has reached more than 29,000 followers by focusing on some of the fun, quirky aspects of the game. With boards themed “Out of Left Field,” “Mascots are People too” and “Majestic Mustaches,” the league pins less than serious photos of crazy fans, mascots doing silly things and players’ ridiculous mustaches.

Far from a “typical” pinner, Major League Baseball strikes a chord with its Pinterest followers. The boards give fans an exclusive look into the elite world of baseball, to find that those involved are not much different from themselves.

Challenge Your Followers

Everyone wins with Pinterest contests. The pinner gets the chance to beef up their followers, create new themed boards and perhaps even win a prize, and the business drives more of their target audience to their Pinterest page and – ultimately – website, which increases SEO. And best of all? It’s free. Win. Win.

One successful campaign was the Ann Taylor Dream Wedding Wardrobe contest. The call to action was simple: create a dream wedding board. The boards were then judged on creativity and the use of Ann Taylor imagery, and the winner won a wedding dress and two bridesmaid dresses. The contest was such a success that Ann Taylor ran a second contest this past Valentine’s Day.

From paint makers to sports franchises, brand owners on Pinterest are discovering new and exciting ways to reach target audiences. It is important to remember: Pinterest is not a one-size-fits-all social media tool. Every organization will have to gauge their audience’s Pinterest use and see what attracts them to certain boards, but by taking advantage of analytics tools, intuition and great imagery, businesses can engage fans and convert aspirational pinners to customers.

Image credit: Flickr member Si1very

Digital marketing expert Mitch Joel wrote an interesting blog post last year called “The Art of Fake Familiarity.” In it, Joel criticized a public relations pitch he recently received that used information from his blog and Twitter feed in an attempt to garner a feeling of familiarity and get his attention. Instead, the pitch came off as creepy and dishonest, finally ending with this cringe-inducing line: “I also saw on Twitter that you were at the Google offices in Mountain View recently. I have never been, but I hope to get the chance to go at some point.”

This faux-familiarity, in which a PR pro references specific details about the targeted reporter or blogger, is increasingly common. I actually attended a PR webinar recently that recommended a similar albeit more balanced approach.

This sort of pitch is a reaction against the impersonal, generic emails that get blasted to huge lists of journalists who desperately struggle to keep them at bay and in their spam boxes. I’ve actually got an old email address from my days as a freelance editor that is now nothing more than a barren inbox of crappy press releases (currently sitting at 15,000 unread messages). It got so overwhelming that the only way to escape was to open up a new email account and update the dozen or so PR people I trusted with my new contact info.

So what’s wrong with trying to bring a little familiarity to your pitch? Nothing, if you’re actually familiar with the reporter. That gets to the heart of the problem with the fake familiar pitch: it’s a way to cheat the important process of actually getting to know the people you’re pitching and the type of stories they’re looking for.

You can’t take short cuts when it comes to media outreach. Here are a few of the techniques my agency consistently emphasizes to deliver excellent media placements:

• Research: You’ve got to know who you’re sending your pitches to and what they write about, so research, from past articles to Twitter feeds, is important. We don’t do generic press releases that hit every media member in the state. We find the reporters who cover our topic and send them personalized, appropriate pitches. And by personalized, I mean we focus on angles relevant to their markets, not what they said on Twitter last week.
• Professionalism: Obviously, trying not to come off as creepy is important, but being professional goes beyond that. We’re trying to get journalists to see the value of the story we’re pitching, and to do that we’ve got to craft that story as close as possible to the way they would do it. That means solid headlines, attention-grabbing leads, inverted pyramid structure and AP Style. We want to make it as easy as possible for them to transition from a pitch or press release to a story.
• Pick up the phone: Email is effective and important, but there’s nothing better to breed real familiarity with a reporter than speaking on the phone, even if it’s just for a minute. It makes you stand out, it helps you connect with them and understand what they’re looking for. Which leads to…
• Developing relationships: The best way to avoid fake familiarity is to develop real familiarity. This is a time-consuming process that is developed through the techniques above. Once you’ve got it, though, it’s invaluable for delivering your message. I’m still Facebook friends with some of the PR people I used to work with as a journalist. In fact, one of my ex-co-workers ended up marrying one of her PR contacts. How’s that for making a connection?

Image credit: Flickr member iriskh

More recently, several additional compounding pharmacies have announced product recalls for a wide range of medications due to similar contamination issues. While the number of people sickened by the tainted medications is still being determined, federal regulators and state pharmacy boards are scrambling for stricter compounding pharmacy rules.

Last year, Congressman Ed Markey (D-Mass.) introduced legislation to strengthen compounding pharmacy guidelines, and plans to reintroduce the bill this congressional session. U.S. senators also have announced plans for tougher regulations, and the U.S. Food and Drug Administration has requested increased oversight to protect patients. Many individual states are proposing their own new laws to prevent similar outbreaks.

For decades the industry has largely evaded the kind of stringent oversight established drug makers face, according to the Boston Globe. The report also stated, “Federal regulators have long been flummoxed by the growth of the compounding pharmacy industry, which is made up of thousands of small outfits that specially mix medicines for patients, along with an expanding class of industrial-scale manufacturers that ship products to health care providers nationally.”

With the industry staring down the barrel of sweeping regulatory changes, compounders are at a crossroads and facing a daunting public relations challenge. Many pharmacies might face guilt by association, and public pressure is being magnified by surprise inspections, increased media scrutiny and more. All the while, compounding pharmacies are receiving a crash course in crisis and issues management.

The bottom line is: if compounding pharmacies have not formulated a crisis communications plan to handle product recalls or immediate problems, they had better “get after it.” Developing and regularly updating a comprehensive crisis plan is imperative – no matter the industry.

Additionally, issues involving increased oversight and scrutiny should serve as a wake-up call for carefully reviewing company guidelines for a product recall. While there are too many examples of poorly managed product recalls to recount here, a story by Peter Vanden Bos of Inc.com about how to survive a product recall is worth the read.

Compounders should also take this opportunity to develop strategic external communication pieces, such as fact sheets, presentations, videos, etc., to differentiate themselves from the companies in question. Collateral/marketing pieces should be tailored to specific target audiences (investors, customers, lawmakers and more) and highlight best practices, use of technology and safety measures. Also, leveraging these materials during individual meetings with legislators, regulators and other opinion leaders is critical, as they are being bombarded with negative press about the industry.

In closing, the near-term PR outlook for the compounders remains dire, but there are several strategies and tactics these companies can implement to avoid becoming another NECC. The overall industry faces an uphill battle for many years; however, if compounders can play a role in crafting beneficial and meaningful regulations that protect patients, it would go a long way in repairing its image.

Image credit: Flickr user Lidor

It has not been a good year for Carnival. Still reeling from the Costa Concordia tragedy last January, Carnival’s latest mishaps aboard the Triumph and Dream have led to an increasingly souring reputation.  But Carnival’s biggest missteps have little to do with a few incompetent captains, failing generators and overflowing toilets. While these mistakes launched the PR crisis the company now faces, it’s the mishandling of information, broken promises and lack of a clear plan that have caused the worst dents in the cruise line’s reputation.

1.  Don’t Make Promises that Cannot Be Kept

On March 13, when engineers discovered a problem with the backup generators, the captain made the wise decision to remain in port rather than risk a voyage with only one operable generator. It was the right thing to do. The cruise director immediately took to the ship-wide announcement system and informed guests of the trouble. Unfortunately, while the director’s news appeased passengers who worried about the missed departure time, this was also when Carnival’s leadership made their first mistake.

The captain and cruise director assured us that we would be leaving that night, and our arrival time in Orlando would be unaffected. Two hours later, when we still had not left port, the same promise was made. And in the last message of that night, as many guests were settling into bed, staff assured us that everything would be resolved by morning.

So, when we woke the next morning to see the beautiful St. Martin coastline, we were less than thrilled.

While Carnival was right in keeping guests informed, customer confidence in the company started to fail the moment the promised deadlines passed. It is important to update those people affected and to reveal steps your organization is taking to correct the issue, but if your spokespeople cannot speak with 100% certainty, committing to a specific timeline is a mistake.

2. Assume Your Customers Are Connected

At approximately 2:30 AM – ship time – someone on the boat contacted the media. The story was riveting: Toilets were overflowing, elevators were broken and another Carnival ship was stuck! As quickly as Carnival had provided information to guests on the boat, these guests beat them to the media. In the wee hours of the morning, an email to CNN revealed titillating details that were not entirely accurate. By the next morning, Carnival had tweeted links to an official statement, but the first story had already caught media attention.

You must assume that your customers have smartphones, and they are taking photos, sharing tweets and posting to their Facebook timelines. Even in international waters with limited access to the Internet, someone shared the news – I’m only surprised it took until two in the morning.

3. Integrate Crisis Communications

Carnival’s early efforts to keep guests informed soon gave way to silence as additional deadlines passed. More than 24 hours later, none of us knew anything substantive with regard to the ship’s problems and our revised itinerary. The cruise director had informed guests that she was on the phone with Carnival’s Miami headquarters, but as of 11:30 that night, no one knew how they were getting home, when their flights were leaving or what to do with their luggage. People were confused and angry even as Carnival promised refunds and discounts. We didn’t want gifts – we wanted to know how and when we were getting home.

But Carnival didn’t have the answer.

In an industry where expected variables include mechanical disruption, human error and acts-of-God, a crisis communications plan should be integrated into the operations manual. As the engineers worked on the malfunctioning generator, the cruise director, or another spokesperson for the brand, should have been able to turn to a crisis communications plan that included clear steps and solutions. Carnival’s inability to provide information to onboard guests in this situation is testament to the absence of an integrated plan—they were winging it.

This could have been a story about how Carnival overcame its PR woes and retained its customers, but it’s not. The cruise line didn’t just fail the cruise guests who sailed with the Dream or Triumph. Because of the company’s poor response in the wake of mechanical failures, its present and future customers no longer trust the brand, and it’s going to take years for Carnival to rebuild that trust.

1. Read. Keeping up with the breakneck speed of news is a crucial activity that is easily pushed aside by more urgent tasks. Reading the newspaper for general news or a trade journal for a particular industry can be postponed repeatedly without immediate consequences, but do it enough and your results will begin to show a lack of preparation. Abraham Lincoln once said, “Give me six hours to chop down a tree and I will spend the first four sharpening the axe.” Great ideas are mined from a wealth of knowledge. Forget to read and you’ll have a very shallow mine.

2. Prioritize. I was reminded at a recent lecture here at Cookerly PR about how easy it is to delay important tasks and focus instead on easy or more enjoyable responsibilities, such as responding to email. If you don’t rank the importance of your to-do list, you’ll end up doing what you find easiest while delaying what could be more consequential. Disorganization and lack of deliberation produce stress and mistakes; prioritizing is the answer.

3. Assess. Assessing what did not get done on your list is just as important as making the list in the first place. Throughout the workday – and especially before heading out for the evening – evaluate your progress. For me, having a clear picture of what needs to get done before the end of the day or week puts my mind at ease; I know there won’t be any unwelcome surprises that I could have prevented.

4. Work out. Okay, this one may be aspirational. Making time for a daily workout is difficult, especially if you’re married, have children or a long commute. But, like reading, neglect it and your work will likely suffer. Nothing loosens up writers block like a rush of endorphins from a good workout. If you can’t exercise every day, do it as much as you can. I promise you’ll notice a difference.

5. Contribute. Look for ways to improve your agency. Admittedly, this does not come as naturally to me as it should. I like seeing my to-do list shrink too much; it makes me feel productive. However, investing time in a project for the collective good is a fundamental element of teamwork. Whether you launch a company-wide fitness contest or share a really good pitch, think about how you can help your colleagues do their jobs better. You’ll help yourself in the process.

What would you add to this list? Leave a comment below and share your “must-do” daily activity.

I’ve got a serious case of hoops fever these days. Whether or not my beloved Badgers go all the way (u-rah-rah, Wisconsin!), I’ll be glued to the tube to witness all the surprises that are in store during the championship title run. However, the “Big Dance” delivers more than just entertainment. It also provides some important business lessons. Here are the “Final Four” March Madness tips that could benefit your company’s daily operations.

1. Have a Game Plan. Just like in basketball, effective business communication requires a solid game plan and coordination. What are your marketing goals and overall objectives? Is there consistency in the brand messaging, logo, website and communications materials? Do all the players in your organization know the basics and work well as a team?To maintain the right public image and get the intended message to internal and external audiences, you need a well-researched and logical roadmap that sets measurable objectives, deadlines and responsibilities. This type of planning can be the difference between public relations success or disaster due to misinterpreted information.
2. Slow and steady does not usually win the game. In basketball, quickness counts. The same goes in business communications. In today’s cluttered world, people’s receptivity to your message can change in just a few hours. Timeliness is a powerful tool, so you have to be ready to strike when the opportunity presents itself. For example, you can connect your message to breaking news and trends or observances to drive brand interest and value. You can post to Facebook when you know your audience is most active there. If you’re looking to reach an audience, it’s important to be in the right place at the right time. Your marketing message will resonate with more people and prompt more action.
3. Be ready to bust out the surprise play. The road to the national championship game can be filled with upsets and surprises, such as a buzzer-beating shot from a Cinderella team. While consistency in branding and communications is crucial, there are times when the element of surprise – such as a quirky story pitch or bold marketing campaign – can have the same impact. It’s okay to do something different to grab attention. Consider creating a guerilla marketing campaign that might create massive buzz around your brand, or piggyback on an entertaining Internet meme. Find new and creative ways to promote your business by breathing life into your communications efforts.
4. It’s okay to showboat. Remember that insane dunk or half-court shot? In many cases, the flashier the move, the more memorable it is to the masses. In business, it can also pay to flaunt your capabilities. Whether it’s an award, a feature article about your company or a quote in an industry publication that positions you as a thought leader, make sure to share that achievement with employees, customers, stakeholders and more. Post a link of positive coverage to your personal LinkedIn page and the company’s page, if appropriate. Compile an ongoing roundup of “greatest hits” and email them directly to important constituents. If you’re not leveraging this type of news, you’re missing out on the opportunity to raise your company’s profile.

At the end of the day, talent is no guarantee of success. You have to work hard every day – and constantly learn to improve, adjust and innovate – for a shot at ongoing success. Happy March Madness, and may [insert your favorite team here] win…as long as they don’t beat Wisconsin.

Many evaluate public relations needs in peak moments or during a crisis. But an effective public relations strategy also utilizes downtime to share the company’s core values in a new and lasting way.

Recently, Chris Glazier of the Cookerly team discussed creative ways to look for fresh story angles. Gathering substance for new angles can be a great challenge. One way to make noise during a slow period is to get back to “science fair basics” and engage in targeted research that is aligned with your brand’s key messages.

It Starts with a Question

Research can take several different forms, surveys being a popular way to gather a large amount of interesting data in one task.  Before completing any research, companies should examine their overarching goals, assess any information gaps within their industry and determine what new information could benefit both the company and consumers. Research without purpose thwarts the ultimate goal of positioning the company as an industry leader.

It Builds through Distribution

Once research is complete, there are numerous options to relay the results. Consider the nature of the data when assessing which channels are best to promote the information. In-depth research can lay the groundwork for a larger study and serve as support material for a byline, op-ed, whitepaper and social media posts. Results can also be used in marketing collateral or speaking opportunities. Solid research can also stand on its own in a press release or through an infographic that depicts the data in an engaging, accessible format.

Last month, Mashable published Allmand Law’s infographic assessing why some tech startups such as Zynga succeed but why Friendster and the vast majority of their peers are part of the 90 percent that fail. By appearing in a highly popular tech publication, Allmand Law, a bankruptcy law firm, positioned itself as well-versed in the industry and the dynamics of startups. Allmand Law utilizes its research to appeal to startup founders who might find themselves in the 90 percent and in need of its services.

It Thrives from Staying Power

Research typically remains current for at least a year and can serve as a benchmark for comparison. Each year Advertising Age surveys several media buying firms to determine the cost of 30-second TV spots during primetime. On its own, the advertising price tag for “American Idol” from 2008 would not be relevant, but in comparison to the show’s sinking ad rates, this older survey retains importance and the comparison creates an entirely new story. Most importantly, Advertising Age cements its status as a reliable source for insight into the TV advertising industry.

In addition, effective research has a high pass-along value. Recently, Monster.com teamed up with Millennial Branding on a survey that found Baby Boomers and Gen X’ers are more likely to consider themselves entrepreneurs and take more risks than Gen Y’ers. The companies promoted the results through a press release and infographic, garnering media coverage in Inc., The Wall Street Journal, Huffington Post, CBSNews.com and Fast Company.

Beyond initial coverage, such statistics have the potential to be used by others, all the while increasing Monster.com and Millennial Branding’s impressions.

Articulating what sets your company apart is important, but having research to substantiate why consumers benefit from that difference takes your brand to the next level.

Photo courtesy of Jimee, Jackie, Tom & Asha on Flickr

Broken promises, whether expressed or implied, can destroy confidence and loyalty. Worse, it can create general apathy.

Take the current Washington debacle known as the “Sequester.” A CNBC.com article, “Sequester Snooze? You May Not Be the Only One,” asks and answers the question: “Why doesn’t anyone seem to care?”  Perhaps people just don’t believe the cry of wolf anymore. With the constant inability to deliver on their promises, Democrats and Republicans alike have damaged their brand and lost credibility with the public.

Then there is Best Buy. For years, consumers flooded the store purchasing quality products at presumably the best price.  But with the advent of online buying and price comparisons at the touch of a finger, consumers soon realized that Best Buy was no longer the “best buy.”  Late to respond, the company went into a tailspin. Sales slumped; market share contracted. The company was not delivering its promise and consumers noticed.

And who could forget the disaster that was Toyota – a brand synonymous with quality, safety and customer care.  In 2010, the company faced a series of major recalls that severely damaged its reputation.  Worse, allegations implied top executives knew about the problems and were either slow to report them or tried to cover them up.  The brand, once a J.D. Power & Associates’ favorite, took a major tumble as it spent millions to recoup its reputation.

In each of these cases, these organizations did not fulfill the promises to their customers.

While organizations can rebound, it takes tremendous expense and effort to regain loyalty and reputation. It requires the alignment of an organization’s mission and strategic plan in support of that promise and the involvement of the entire company.

Yes, Virginia, finding out about Santa was tough, but for most of us, we were able to work out our frustrations under the loving tutelage of our families.

Companies don’t often get this chance.  As we all learned in our youth, promises are important. If you are not true to your promises, people – your consumers – will no longer listen or believe. Fool me once, fool me twice and then I’m done.

Image Credit: “Pinky Swear” by Aimless Brooke.

Know your story

Knowing your story is important whether you are a business professional or an Oscar award winner. In order to represent your organization’s brand, you must know your story and you must be able to tell it genuinely.

The delivery of your story greatly impacts the way you are perceived by your audience. In order to gain trust from your audience, you must deliver your messages with authenticity. Throughout many Oscar interviews and acceptance speeches, celebrities thank their colleagues and express appreciation. The audience recognizes these elements in the speeches; however, the most impactful speeches are from those who share more personal stories. During the 85th annual Academy Awards, Ben Affleck shared how he felt the first time he was at the Oscars and how much he has grown in his career since. His personal story gave his audience clear insight into why he is passionate about his career, which makes him more relatable and helps to further develop his brand.

Make your story memorable

Often times, we tend to steer clear from standing out with the fear of our message being misinterpreted. However, thinking outside of the box and taking your audience by surprise can lead to a more memorable brand experience. For example, Jennifer Lawrence certainly stood out when she tripped on the stairs prior to accepting her Oscar for best actress.

Although falling wasn’t a part of her plan, Lawrence joked about the embarrassing mishap and kept moving forward with her acceptance speech. Not only did she incorporate humor to the situation, she expressed emotion and sincerity in her speech, which resonated with the audience. After the award ceremony, reporters asked Lawrence how she prepared for the day — and handled her fall. She responded with honesty, which made her brand more relatable and memorable to those watching from around the world.

Rehearse, rehearse, and rehearse

Any PR professional will tell you: rehearsal and preparation are key to a successful speech or public appearance. While workers finished up with the small details to perfect the red carpet, the performers rehearsed each and every line and joke planned for the ceremony. The actors and actresses recited their lines in front of an audience of show workers, which can be an important step to preparing before speaking publicly. Whether it is a pet, family member, colleague or friend, it is beneficial to practice your speech or talking points with a small audience. This provides the speaker with the opportunity for feedback on the delivery of the speech.

While rehearsing is crucial to display a flawless speech, it is also important to remember anything could change; therefore, it is important to always be prepared for a bump in the road. If something unexpected comes along during your speaking engagement, speech or media interview, roll with the punches – but always remember to stay on message.

Photo Credit: The Telegraph

4. Target Social Influencers

Go a step further and send coverage to “influencers” who may tweet it to their followers or post to Facebook. Industry influencers who link to your placements amplify that placement to a larger audience. Recently, the mayor of Atlanta tweeted a Clean Air Campaign article encouraging teleworking which exposed many more people to the coverage.

5. Share News with Lawmakers and Community Leaders

If your organizations can benefit from exposure to politicians, a placement secured in a regional or industry publication gives third-party credibility when seeking introductions to elected officials. Order hard copies of key placements, draft a personal letter or note about your organization’s agenda, and mail to key legislators, mayors, city councilmen/women, etc. Follow up with a phone call and a meeting request if desirable.

6. Utilize Coverage as a Marketing Tool

Weave placements into sales and marketing presentations – and collateral. Third-party endorsements from trade, consumer and business publications add more heft and credibility to client presentations. Be sure to secure rights and permission to utilize coverage as a marketing tool.

7. Add Coverage to Organization’s Website News Section

Ensure that “best of” placements are easy to find on your website’s news room or homepage sidebar. Linking to media coverage raises your profile among potential customers, investors and stakeholders who visit the website. Make sure that coverage is current. If you don’t have a news room or sidebar widget to link to placements, add this feature.

Don’t be afraid to “blow your own horn” and showcase positive media coverage to influence both internal and external audiences. Not only does this build morale, it starts a conversation, drives inquiries and boosts results.

Tell us what positive result you’ve scored from sharing a media article.

Image credit: Julie Falk