Author Archive for Carter Breazeale – Page 82

Find Your Audience and Stick to It

October 21, 2011

As a self-proclaimed product of the ‘MTV-generation’ I vividly remember Everclear’s album So Much for the Afterglow dominating the airwaves in the mid-nineties. The band’s infectious take on radio-friendly alternative rock music was inescapable; you simply heard it everywhere. The smash lead-single Everything to Everyone propelled the group to superstardom, and provided a musical commentary on people-pleasing and spreading yourself too thin. With the song’s nostalgic melody echoing in my memory this morning, I realized how appropriate and applicable the lyrical content is to the world of public relations.

It’s basic human nature to strive for acceptance and widespread approval. From childhood achievements placed on refrigerators to a boss’ handshake after securing a high-profile client, the desire for recognition is ingrained in every one of us. It’s one of the motivating factors that acts as a propellant to success, but acting overzealously can cause a loss of focus and prove to be an obstacle professionally.

With PR/PR’s extremely diverse client base there are many precise markets that are targeted. Izzy Kalman, for example, is making immense inroads in the management and prevention of bullying, and Jen Fitzpatrick, an author and expert in the field of early onset Alzheimer’s disease. Each of these clients has enjoyed tremendous success by aligning their brand and message with their specific audience and avoiding extraneous niches which would not provide tangible results.

While widespread exposure is always the name of the game, the key is to hone in on the market that will be most beneficial to you and your business. There will always be detractors from what you do; those who do not appreciate your take on a particular topic or stance on an issue. Adjusting your brand in a feeble attempt to recruit those from the ‘other side of the fence’ is a foolhardy venture, and will surely muddle your message and set you back (not to mention act as an albatross on your resources.) Some people simply cannot be swayed, regardless of content, intent, or integrity. Accept this fact, move forward, and shake hands with the correct crowd.

It’s often astounding how the subconscious mind works, and how simply humming a 90’s tune became an issue of relevance in the field of PR, and the subject of this week’s blog post. It’s often difficult to ‘censor’ yourself, so to speak, but you should fortify your efforts around feasible opportunities, not simply grasp at the wind in hopes of a lead or break. With pinpointed PR and name-branding that highlights your message and business, you will be heard and recognized by the right people.

-Carter Breazeale

PR/PR Public Relations

Publicity

#Occupy Orlando: My Take

Posted by Carter Breazeale on

October 18, 2011

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There were clear skies, a gentle breeze, and thankfully, a lack of humidity as I left my apartment on Saturday morning. Throughout the United States and elsewhere across the globe, however, the political barometer was approaching critical mass. With coordinated efforts in various cities over the weekend, the Occupy Movement gained momentum, and protesters led their first march into our hometown of Orlando, Florida.

I made the short trek from my downtown apartment to City Hall, equipped with copies of PR/PR client John Strelecky’s book, The Why Café, to distribute to the masses; a quick read that echoes the idealism and forward-thinking sentiments at the heart of the Occupy Movement. There were varying estimates as to the number who would be attending the Orlando protest, and all conservative approximations were proved inaccurate when I turned on Magnolia Avenue and observed the immense congregation. A deluge of decorated signs with proclamations of dissent against government and big-business, masses toting megaphones giving impromptu speeches, and even a guy dressed as Robocop meandering through the crowd. The scene was overwhelming: in a good way.

The common theme purported amongst the media is the disheveled and disorganized nature of #Occupy; the scourges of society ‘uniting’ underneath the black flag of anarchistic ideals with no focus or plan for moving forward. They were merely occupiers, and in the worst sense of the word.

What I observed were individuals from all walks of life joining to voice their opinions on perceived corruption and misappropriation of tax dollars and misuse of political power. Elderly marched arm in arm with America’s youth to finally stand up to the corporate machine and say, ‘enough is enough.’

Regardless of your political stripes, the Occupy Movement is a refreshing departure from the culture of somnambulist acceptance that has dominated our nation. This country was founded by a likeminded few who realized their best interests were not being satisfied; that they were playing second fiddle to a monarchy an ocean away. The roots of rebellion snake their way beneath our land; from coast to coast, from border to border, and these protests are another extension of our nation’s rich history.

With all of my literature distributed and my backpack empty, I walked home with a newfound appreciation for the possibilities afforded to us in America. I had seen the newscasts and heard each side of the argument, but I had witnessed something special first-hand: the rebranding of ‘The American Dream.’ Not the folksy passages about amber waves of grain and shining seas; but empowered citizens holding lawmakers accountable. Reminding them they are beholden to the peoples’ interests, not special interests, and the tradition of tolerance to greed will be tolerated no longer.

-Carter Breazeale

PR/PR Public Relations

Current Events

#Occupy Wall Street: A Case Study in Grassroots PR

Posted by Carter Breazeale on

October 14, 2011

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The brushstrokes of revolution are interwoven throughout the mosaic of our country’s history. From the dumping of tea crates into the Boston Harbor to Abbie Hoffman’s rousing rhetoric on the steps of the Lincoln Memorial, social activism has embodied the American spirit and molded the American story; the wellspring of which evolved at a grassroots level. The Occupy Wall Street protests have captivated the nation, and fostered a movement focused on rejecting the status-quo and demanding true revolutionary change. Beneath the signage, soapboxes and megaphones, there is an undercurrent of public relations strategy flowing through this mission to achieve a more perfect union.

The architecture of having your message heard is an evolving one, to say the least. Relentless focus and effort is required to promote -and most importantly- sustain your thoughts and ideas. As was the case with the Occupy Wall Street protests, Twitter hash tags and Internet organization were instrumental in rallying the troops, but unyielding dedication spurned its growth and notoriety nationally. On September 17^th, the first day of protests, scant attention was paid to the events in Zuccotti Park by the media or public. On October 5^th, Keith Olbermann read the participants’ mission statement on his evening news program. The publicity process is an organic groundswell that begins from the bottom up, and does not occur overnight.

The desired result is a snowball-effect, gradually gaining momentum as your brand and name grace the pages of daily newspapers and magazines throughout the country. Occupy Wall Street was born of a simple email blast in mid-2011. By October the world was watching the fruits of their efforts unfold on the national level.

“I’m incredibly humbled by the college students, the young people, who have built a movement from an interpersonal and social media foundation and forced the nation to pay attention,” says Sandy Dumont, author and The Image Architect, who attended an Occupy protest in Norfolk, Virginia. “I immediately thought of the ‘American Autumn’ and how I wanted to be a part of something special.” Sandy was informed of the happenings on television; weeks after the original seeds were sewn and the operation was still in its infancy.

Regardless of which side of the political fence you find yourself, whether you agree or disagree with the movement that is now sweeping through many major cities in our country, you cannot deny that the nation’s collective ears have perked up, and steadfast commitment to the cause is the reason. Organization on the ground floor, cross-posting of articles on various social media clients rendering them viral, articles placed in news publications that were initially resistant: it’s paying dividends. The Occupy Wall Street movement is a statement of solidarity, an uprising against perceived injustice, and a cleverly run PR campaign at its core; devote yourself wholeheartedly to your own personal crusade, and people will begin to listen.

-Carter Breazeale

PR/PR Public Relations

Publicity

PR Landmines: Can They Blow Up In Your Face?

Posted by Carter Breazeale on

October 7, 2011

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Millions and millions of dollars are funneled into accounts funding presidential campaigns. Literally an incomprehensible amount of dough; I’m talking “Scrooge McDuck diving into a swimming pool full of gold” level of cash. In spite of this monolithic monetary investment, seemingly every four years a fringe element or associate of a candidate comes to light and threatens to derail the entire operation. This week we learned of Rick Perry and his errant (and frankly, abhorrent) judgment regarding namesakes of his personal property; in 2008 the upheaval surrounding Jeremiah Wright and William Ayers jeopardized Barack Obama’s historic campaign. When investing multiple lifesavings in such a massive undertaking as public office, why wouldn’t you properly vet your constituents? The same principles apply in publicity, and they can make or break your career.

The old adage, ‘guilty by association’ is the most succinct and accurate way to convey this point. The people around you can sink you just as quickly as they can lift you up, and the media’s magnifying glass intended to promote you can easily turn you into a mere sidewalk ant on a sweltering summer day. Before you embark on a public relations campaign and place your name (and finances) under the microscope for the masses to scrutinize, ensure you have your proverbial ducks in a row, including those you align yourself with.

In our instant-update, smartphone-dominated society, one casual misstep or verbal gaffe can send a burgeoning career into a tailspin within minutes. The funds allotted to promote your image become your financial lifeboat designed to defend it. Suffice to say, it’s not an enviable position to find yourself in.

When Howard Dean went on his infamous vocal rant in 2004 describing his Sherman-esque scorched-earth march to the White House, he only had to stare into the mirror to view the arbiter of his political unraveling. After adorning a Kevlar helmet and resembling a mystified child playing tank gunner in 1988, Michael Dukakis’ first step should’ve been to eliminate every handler who felt this harebrained photo-op was a good idea. Although juxtaposing instances, they share a common thread: ultimately, at the end of the day: you possess the final word in the decision making process, and if faulty, you will be the one who takes the loss.

To avoid potential public relations landmines, meticulously evaluate every nuance of your campaign – from the semantics of a prepared statement to rogue former alliances – which may contribute to your downfall. Communicate the importance of brand and name stability to your inner circle, and keep a tight lead on any extraneous variables that may denigrate your marketability: your career and bank account depend on it.

Carter Breazeale

PR/PR Public Relations

Publicity

Social Media: Where Change is the Only Constant

Posted by Carter Breazeale on

September 30, 2011

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On October 3^rd,Facebook will rollout its new ‘Time Line’ interface for all of its users worldwide. This announcement comes fresh on the heels of the globally maligned ‘mini-feed’ update, which had members inquiring as to why Mark Zuckerberg was making unnecessary changes that rendered his free service difficult and inefficient for many of its users. Bob Dylan famously sang, “The Times They Are a-Changin’,” which rings especially true in the rapid-fire realm of the Internet, where the environment seems to warp right as it becomes familiar.

Until recently, Facebook was primarily a medium for twenty-somethings and younger people to interact. Within the last couple of years, the social networking behemoth has undergone a demographic shift that now transcends all ages and generations. It’s a fairly common cliché that older individuals are steadfastly resistant to change, to the point of outright stubbornness, but the swiftly evolving world of social media has forced everyone to adapt, regardless of readiness or willingness.

In the business and private sectors, for work or leisure, everyone depends on social networking. Zuckerberg and Co. have cornered the proverbial market, like great puppeteers in the sky, maneuvering their respective mediums in any way they see fit. Not a fan? You can delete your free profile. Feel the changes are too overwhelming or time-consuming? There are still 800 million people who will disagree with you (fun fact: if Facebook were a country, it would be the third most populous in the world.) Like it or not, the social media bigwigs hold the cards, and we can go with the flow or get left down-river.

Relentless evolution encompasses every social network, but occasionally the changes really do undermine the operation. Myspace was the end-all be-all of leisure-based social media websites prior to News Corp buying it out and flooding the main page with ads and distractions (which led to the rise of Facebook.) Fast-Pitch was immensely popular in the business world until an influx of multi-level marketers and spam triggered the mass exodus of its core users. Myspace went from a value of $580 million when it was purchased in 2005 to a meager $35 million when sold in 2011. Fast-Pitch has recently undergone a retooling in an attempt to garner users, but remains an afterthought when compared to business networking sites such as LinkedIn.

There is only one constant in the domain of social media: change. Expect to be inundated with new features, new settings and new ways of interacting. Frustration comes with anything that appears foreign, especially when you’re of the opinion that things were fine the way they were. As you should with every aspect in life, greet new experiences and opportunities with an open mind, and embrace and appreciate your presence in the moment where all you can expect is that nothing will remain the same.

-Carter Breazeale

PR/PR Public Relations

Social Media Messaging

Author Archive for Carter Breazeale – Page 82

Find Your Audience and Stick to It

#Occupy Orlando: My Take

#Occupy Wall Street: A Case Study in Grassroots PR

PR Landmines: Can They Blow Up In Your Face?

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