I recently met with a potential client with a familiar challenge; make regulatory content compelling to her clients and the employees who service the accounts.  Let's face it, not all content is compelling on its own merits.  However, there are ways to help target audiences absorb content vital to their positions.  What can make it even more difficult is the fact that in this particular case, email is the primary mode of distribution.  The current content is delivered in the form of monthly important alerts and a quarterly newsletter with more general administrative-related information. Here are some tips to help create ... Read More

For years we've all seen the job announcements seeking a PR person with specific industry experience.  For example, a company specializing in collaborative work spaces requires a media relations person with real estate experience.  I make the following observation as a result of many years of successful media relations across a wide range of industries.  Even with that disclaimer, it will sound antithetical to many recruiters and HR folks. EXPERIENCE IN A VERTICAL DOESN'T ENSURE MEDIA RELATIONS SUCCESS. Take a moment to catch your breath.  Let's examine further.  Consider the following real-life scenario.  I have at least two successful editorial relationships ... Read More

For years, the case study has been a traditional PR tool to share best practices on behalf of satisfied clients and customers.  The format ranged in length from 3-5 pages of details regarding the challenge and solution.  The case study was typically distributed to sales and marketing teams and posted under a tab on the website...boring:) My experience with real-time news and long time editorial contacts is that few people, if any, will be compelled to take time to read more than 2-3 paragraphs to determine whether or not the content is relevant.  That being said, case studies, which have several ... Read More

A colleague recently asked me to submit a proposal to create PR content for case studies and blog posts.  She requested I provide two fee schedules; one for content with topic/research provided and one for content from scratch.  I was provided with some  potential topic and research links as well.  After reviewing the information, it dawned on me how sometimes PR professionals often seek outside content versus the opportunity to leverage internal knowledge.  I recommended to waive the external research for the option to conduct a short phone interview with the PM regarding recent trends, best practices and thought leadership ... Read More

Dr. Matthew Bagnulo, like many of his colleagues, is constantly seeking options to help ease the budget pains due to reimbursement cuts on behalf of Washington Dental Services patients. For the last year and a half, he has collaborated with Cox Dental Lab to obtain more cost-effective crowns for routines cases. We asked the Dr. some questions regarding this very important issue. Q- How can you avoid having to pay more for crowns due to recent insurance re-imbursement cuts? Dr. Bagnulo- When WDS initiated the cuts; I had already been working with Ron and ... Read More

This month I wanted to recognize another successful collaboration with two of our strongest relationships, Sarnafil, Inc. and Wetherholt and Associates, to complete a tricky project for the historic Scargo Apartments, owned by Plymouth. Housing Group. For those of you unfamiliar with Plymouth, it has grown to be one of the largest providers of low-income housing in downtown Seattle.  With over 1,000 residents and 17 retail tenants in 12 buildings, Plymouth Housing Group today has an annual operating budget of $17 million. The Scargo/Lewiston Apartments needed a new roof.  Located in the heart of Belltown, the project presented two major challenges; Tearing ... Read More

A recent exchange with a colleague could serve as a future litmus test to determine the best option to create PR content utilizing outside resources when needed.  My colleague had requested a "proposal" to write content for a client to include case studies and blog posts.  The work would include a combination of refreshing content, writing content with topic/research provided and writing content from scratch. Content writers as very affordable in the current economic environment.  The question to ask is whether or not the writer has the skills and experience needed to create strategic content. Strategic PR content will build and ... Read More

Here's a great example of a client deeply engaged in the planning and design for the newest trend in multi-family living environments and didnt think it was newsworthy. Kim Sparks is one the best interior designers in the region.  With more than 20 years of experience, her work is featured in some of the finest residential and commercial environments, spanning modern state-of-the-art facilities. She collaborated with architects and property managers on a recent project to design a unique living and social environment called Harrington Square to encourage residents to gather in the community rooms, exterior patios and fitness center.  To create an inviting ... Read More

A recent experience with a new client leads me to believe that many companies could be making a mistake by assigning responsibility to create content to social media specialists.  It's been my experience that these are two distinct disciplines with little, if any crossover.  Simply, PR folks often don't understand  social media mores.  Reversely, social media specialists are not trained to create compelling PR content to build relationships and help spur call-to-action.  This can result in stagnation and frustration.  We have definitely moved into  a new era of dynamic social media content; authenticity, transparency and  accountability are important.  According to ... Read More

Greg Lamm Staff Writer - Puget Sound Business Journal After spending two decades at his family-owned lumber company, Burke Barker launched a construction and remodeling business in Woodinville 18 years ago. Now, after surviving the Great Recession, Empire Home Remodeling is adjusting to an unprecedented reset in the industry that has taken a bite out of Barker’s revenue and forced him to rethink just what it means to run a successful small business. That has meant a lot of changes, including landing smaller jobs, reducing his work force and offering staff fewer hours, while also embracing social media tools to help attract new customers. “The ... Read More