Still cresting the wave of an Easter Sunday jellybean sugar-high (extended in duration on account of Monday morning coffee consumption), I find myself probing the net and mulling over potential topics for this edition of PR/PR’s blog. The brain is a finicky organ, as much of the time my topics are derived from pacing the hallways or clicking random web-links until something strikes me as blog-worthy. This morning, it was perusing YouTube for Parks and Recreation clips (specifically Ron Swanson) when it hit me: employing YouTube as a viable weapon in a professional speaker’s arsenal, and the immediate spark it can provide to your career.

Contrary to popular opinion, YouTube does not exist merely for viewing videos of cats playing piano. Since Google’s acquisition in 2006, the online broadcast website has undergone an extremely corporate-friendly shift, providing a practical outlet for professional speakers. The ability to immediately post keynotes and workshops to the masses (and simultaneously post the YouTube link across your social media cache) has branded the site as a stout contender in the realm of creating and sustaining business online.

When booking speaking engagements in the past, there was a lot of snail-mailing DVDs of previous speeches, creating a palpable lag in locking down business. With the explosion of YouTube, meeting planners can now access your keynotes with a simple name search or point and click. This means a wider audience, and lack of delay in getting your message in front of the decision makers who will potentially sign your checks.

Like it or not, we are an Internet-driven society, and a distinct presence on every online platform is not just necessary: it’s make or break. Why put in the legwork of crafting relationships and building a network to increase your speaking gigs when a Google search returns no evidence of your keynoting acumen? Your qualifications may look terrific on paper, but this is often trumped by the accessibility of others’ video-evidence on YouTube.

Every professional with visually-driven content should have a YouTube channel. The new HBO film Game Change outlines the McCain campaign’s process of selecting Sarah Palin as the VP candidate in 2008. How did campaign manager Rick Davis begin this endeavor? By viewing Palin’s interviews on YouTube and determining she was a political star in waiting. If candidates are being selected for the second-highest office in the land via online-video, annual corporate meeting keynote speakers are, too.

-Carter Breazeale

PR/PR Public Relations

I make no bones about my affinity for Major League Baseball (specifically the Atlanta Braves; Phillies fans, you’re on notice), so naturally I am counting down the hours until Opening Day this Thursday*. Note the asterisk, as the season is technically underway already. The Seattle Mariners and Oakland Athletics played a two-game set in Tokyo last week; two official games that went unnoticed by the majority of fans, but meant worlds to baseball fanatics in Japan. MLB has been fostering their Japanese market for many years in an attempt to expand baseball support on the global scale, and it makes for an intriguing case study on audience awareness and client potential.

Above all else, Major League Baseball is a big-money business. Handshaking and cultivating relationships is an integral cog in any corporate landscape, and Bud Selig and MLB’s aim is to increase their market. Rabid baseball enthusiasts such as myself have been chomping at the bit since the last out of the World Series for the ensuing season to begin, so a ‘soft-opening’ overseas with 4 a.m. live broadcasts often goes overlooked and unappreciated. Why would the league’s decision makers tease its base with games that essentially feel and appear as no more than exhibition games? The answer harkens back to my first point: baseball is a business, and developing global connections is a fundamental aspect in its growth.

So how does this apply to your publicity aims? Do I really just enjoy discussing baseball and finding avenues to do so? (Yes, let’s talk playoff predictions, but this is actually PR-centric.) The heart of the matter is that it’s easy to neglect lucrative opportunities because they may not immediately strike you as such. We are living in a global economy, and while it’s important to connect with your base, cognizance of ‘outliers’ and ensuring your message reaches diverse outlets is imperative. We accomplish this goal for our clients with a litany of placements in varied trade and industry publications, some of which may not immediately come to mind, but pay dividends in name recognition and brand-awareness.  

At the expense of a broadcast ratings loss, Major League Baseball chose to play the first official games in a foreign city in an attempt to bolster their global relationships. Down the road, this may mean a larger MLB viewership, beneficial Japanese partnerships and, dare I say, a Major League baseball team overseas. Merely preaching to the choir is a classic exercise in selling yourself short; pursue niche markets and aim for international recognition to maximize your potential for success.

-Carter Breazeale

PR/PR Public Relations

“The best laid plans of mice and men often go awry.” Robert Burns’ famous words are a timeless testament to how even letter-perfect preparation can unravel at the drop of a hat. The world learned the tragic news of Whitney Houston’s death Saturday night, the eve of the Grammys, and the immediate effects of the loss rippled through the music and entertainment business. The Grammys featured tremendous and well-executed tributes to Ms. Houston, all of which were pieced together at zero-hour upon news of her passing; showing that anything can happen at any time, and expecting the unexpected is crucial in any trade or industry.

As an expert on your topic or in your field, it is imperative to monitor the news and current events for any applicable angles for your message. Be ready for anything. Here at PR/PR, much of our time is spent scouring mainstream media and contacting editors about stories that parallel our clients’ area of expertise, and pitching them as the go-to source of information on a story. This process involves PR/PR retaining a vast variety of knowledge about current happenings, even if on the surface they do not seem to directly apply to a client’s topic. There’s always an angle, and only you as the expert can provide your unique perspective which will get you in front of reporters and editors faster.

When breaking news hits the wire, it takes mere seconds for editors to begin thumbing through their established list of experts to give their take and insight on a story. Make yourself available for that phone call that leads to an interview. Life doesn’t stop on your lunch break, and a missed call may mean a missed opportunity. Your words and voice perpetuate your career, not your voicemail.

Flexibility is vital in any corporate domain, but especially so when you’re leveraging yourself as THE person to comment on a variety of subjects. Producers scrambled in the late hours Saturday evening to incorporate Whitney Houston into their Grammy programming; trimming segments and adding others (particularly Jennifer Hudson’s stirring rendition of, ‘I Will Always Love You’), and it appeared organic and seamless. Keep your ear to the ground, maintain a working bank of knowledge, and prepare for anything.

-Carter Breazeale

PR/PR Public Relations

Indianapolis has long been regarded as a lethargic, low-key Midwestern city with not much more to offer than ‘a 500-mile speedway race and 364 days of mini-golf,’ as Kurt Vonnegut famously penned. Indiana’s capital was staked with the dubious task of discarding its sleepy image and reputation and broadcasting a town worthy of hosting the largest sporting event in the United States. With a citywide makeover and social media-focused approach, they succeeded in spades, and proved that proper PR works for cities, too.

In preparation for 150,000 visitors descending upon Indianapolis to watch the Patriots and Giants compete in Super Bowl XLVI, the city undertook a massive rebranding and renovation effort, transforming the downtown area into a football fanatic’s Shangri-La. A three-block Olympian-style village was constructed on previously downtrodden streets, complete with interactive zones and zip-lines crisscrossing above Indy’s urban landscape.  

Where Indianapolis really nailed it was employing staffers with the sole purpose of monitoring social media outlets for Super Bowl related trends. Personnel observed the likes of Facebook and Twitter for any mishaps such as traffic-jams or ticket calamities and dispatched the appropriate authorities to immediately rectify any potential problems. The utilization of these online mediums provided for seamless customer care and a minimal-stress environment for the throngs of sports enthusiasts invading the city.

The revitalization of downtown Indy made for a fantastic Super Bowl setting, and will prove an excellent choice for this year’s annual NSA convention (which PR/PR will be attending.) It was a precarious decision by the NFL to bring the Super Bowl to such a small media-market, but the immediate benefit and positive impact on Indianapolis is proof that a well-planned public relations strategy can ensure success. This modest town was converted into football mecca, and PR/PR cannot wait to see the enhancements in person this summer. We’ll see you in Indianapolis!

-Carter Breazeale

PR/PR Public Relations

On the Eve of the Florida Primary, Republican candidates have ramped up their ads and marketing throughout the sunshine state, spreading their messages and slinging mud from the Panhandle to Palm Beach. The anatomy and inner-workings of political campaigns can be as complex as inferential statistics, but dissected and analyzed they are essentially glorified, smoke and mirrors-clad PR operations. In this week’s edition of our blog, let’s examine a few of the popular public relations stratagems utilized by the Karl Roves and David Axelrods of the political world.

The Friday Afternoon Sneak

Tax returns. Shadowy business dealings. Swiss bank accounts in the Bahamas. This type of incriminating information about a candidate is always demanded by the public, and often released at an optimum time to limit damage and decrease the chances of the story gaining legs. That time? Friday afternoon, as late as possible, to ensure the negative press does not fester in the weekly news-cycle. The hope is by Monday morning all is forgotten and forgiven, and the candidate in question can continue what they do best: kissing babies and glad-handing the locals.

The ‘Hands-Off-Hands On’ Super PAC Attack

2012 is the first election incorporating Super PACs, or super political action committees that allow for exorbitant campaign financing donations. While candidates are limited to a certain dollar amount donated by one party or individual, these organizations are free from monetary restraints. Although not openly endorsing a candidate in particular, their television and radio advertisements frequently denigrate another, doing the dirty work that allows a candidate to keep their hands clean (and pockets full!) Prime example: Restore Our Future, a conservative-minded Super PAC, has already raised north of 12 million dollars in 2012, mostly going towards attack ads.

The Debate Deflect and Engage

When questioned by a moderator during a debate on an issue that will only serve to sully your image: don’t answer it! Classic deflection is a PR maintenance strategy employed by political strategists, and we’ve all seen it occur. Most recently, Newt Gingrich was grilled about his ex-wives, to which he proceeded to attack the moderator for not focusing on ‘the real issues.’ While the line of questioning was valid and certainly pertinent to any conversation about a presidential candidate, the strategy served Gingrich well: he enjoyed a standing ovation from the debate crowd and now enjoys a staggering 14-point lead in Florida.

The underlying theme: what can’t help you will only hurt you. Politicians and their cohorts are masters in the art of damage-control public relations, and by employing the strategies above (and many others) they keep a tight-seal on any negative leaks which may impact their campaigns. What are some of your favorite methods in political PR?

-Carter Breazeale

PR/PR Public Relations