The Latest

Let your customers tell your story…

May 3, 2012

Did you know that your customers are one of your best marketing and PR sources? Interview your happy customers to get quotes and even to craft customer success stories or case studies. Garrett Public Relations can help you leverage your customers in your PR and marketing efforts. Reporters always want to talk with customers when writing about your company, so be ready with some customer references to sing your praises!

Just joined Columbus AMA

April 30, 2012

Just joined the Columbus AMA chapter–excited to get involved and volunteer! Such a great group!

Must-read article on the value of PR vs. advertising

April 25, 2012

“Advertising is only one-third as effective as a news story about a company or product.”

He’s preaching to the choir with this article, but how refreshing to read a reporter sing the praises of PR! After years in the PR/communications biz, I’ve learned it’s hard to come data to back up what savvy companies have known for years–PR is a much better way to spend your marketing dollars than advertising. It’s more credible and you can repurpose it in many ways. It paves the way for your sales team by lending credibility to your product or service. 

Tom Foremski’s article continues on to say:

“Tech companies spend 40% and more, of their annual revenues on marketing. Their cost of sales is very high and it amounts to billions of dollars in marketing. But the problem with advertising, as we can see thanks to the Internet, is it doesn’t work that well.

Over the past two decades tech companies have been steadily shifting their substantial marketing funds into public relations, with the express goal to have news stories published about them and their products.”

Companies who aren’t doing this should reevaluate their marketing budgets to make sure they’re spending WISELY, not blindly wasting funds on ads that don’t work. 

Read the article in its entirety:

Public relations firms and the rise of ‘product journalism’

By  | April 17, 2012, 10:39pm PDT

Summary: News stories about products sell more far more products than advertising. Public relations has helped create a new form of journalism, one that’s best suited to their client’s needs.

Why has tech reporting become such tedious product journalism? Why are reporters competing to scoop each other on news that is essentially a spec sheet about a mass-produced product?

Why are we reading about products as a news story and not in an ad?

Whenever I look at the tech press it is heavily focused on product reporting; about gadgets, features in apps or online services, and details about underlying technologies in software, hardware, and the Internet.

Product launches, especially by industry heavyweights such as Apple, are examined in great detail; before the launch, in live reports from the launch, and for weeks afterwards.

The product is weighed, it’s specifications checked against the specifications insiders thought it would have; it’s measured and compared endlessly with other products. It’s taken apart and each component catalogued, and journalists report estimates of how much money it cost to make.

Even a product’s color is questioned in news stories, as in the white iPhone that some said was more beige than white.

Vast amounts of product journalism are being produced. Many mainstream newspapers and magazines are beefing up their product news. And multitudes of reporters race to be the first to write up the product specs of a new device.

When and why did this start?

When did journalists decide that it would be a great job, reporting about products?

When did readers start to think it was cool to read endless news stories about products?

There was a time when it wasn’t like this. Reading about products was usually done by reading advertising – reading news about products was rare. How did it change?

Tech journalism became product journalism for one simple reason: it was created.

Tech companies spend 40% and more, of their annual revenues on marketing. Their cost of sales is very high and it amounts to billions of dollars in marketing. But the problem with advertising, as we can see thanks to the Internet, is it doesn’t work that well.

Over the past two decades tech companies have been steadily shifting their substantial marketing funds into public relations, with the express goal to have news stories published about them and their products.

The reason is simple: Advertising is only one-third as effective as a news story about a company or product.

PR is much more efficient than advertising, you get far more marketing bang.

You sell far more product through news stories and that’s what public relations firms do for their clients, they get their story into the media – and these days – into social media too. They help companies sell large amounts of products.

PR spending continues to increase, every PR company I know is booming, hiring like mad. And it’s because the PR firms do their job well, and the tech industry gets what it pays for: lots of news stories about their products. It’s not because the media are independent thinkers.

You’d think the media sites would prefer advertising money for product launches rather than writing about them for free. After all, there are far more interesting stories to write. I’ll share some ideas over the next few weeks. The future of tech journalism is certainly not in product journalism.

Monday, Monday….

April 23, 2012

Where to start today? Speaking opportunities? Media pitches? Customer success story writing? Press release tweaking? Decisions, decisions….

Looking for speaking opportunities?

April 11, 2012

Garrett Public Relations places speakers at events and conferences across the country, even internationally. If you’re looking for more speaking opportunities, we can help! We place speakers ranging from entrepreneurs and start-ups to executives from larger companies and organizations. Speaking is a powerful way to position yourself as a thought leader in your industry and create more buzz about your business by increasing awareness and visiblity.

I am now a “Evisor”–see my profile at http://www.evisors.com/expert/1755

April 3, 2012

Here’s my pitch on the new Evisor site, an online marketplace for expertise: With more than 20 years in B-to-B communications, I can help you with practical advice on how to make the most of your PR efforts. Whether you have a basic question about press releases or a more in-depth communication challenge, I draw upon my experience working with clients large and small around the world to provide the best strategic advice available so that you can move forward with a plan of action that works for you. Please let me know how I can help! 

Michelle quoted in article on small businesses

March 31, 2012

Michelle quoted in article on AllBusiness.com, “101 Secrets to Running a Successful Home-Based Business”:

http://www.allbusiness.com/running-home-based-business/16640691-1.html