Caliber Pulse

Trends, tips and data for your marketing, public relations and social media strategies written by the experts at The Caliber Group, a firm based in Tucson, Arizona that's specializing in building and maintaining successful brands, relationships and reputations

The Newspaper Business Continues to Evolve as Digital Media Grows

Today's Newsroom

In two very different newsrooms in two very different cities, digital media is stepping in to help “old media” compete in the new world of news content and delivery.

Recently, in an effort to stay afloat while facing reduced advertising earnings and fewer subscriptions, the Chicago Sun-Times cut its entire photography staff. The paper will now rely on freelance photographers or reporters who have been trained to shoot their own images and videos with smartphones.

This week the Arizona Daily Star joined many newspapers across the nation, as it announced the elimination of its website comment section in favor of a new commenting system via Facebook. The reason for this change appears to be two-fold. First, it limits complete anonymity by posters, which should lead to a more civil discussion of the news. Secondly, by mandating that commenters login via Facebook, the Star streamlines the process of having its stories shared on social media.

At Caliber we believe these are interesting developments that all industries and organizations should take note of and here’s why:

  • No longer are we living in the days where the only photos used in newspapers come from the professionals. If a major paper like the Sun Times is accepting photos from reporters on the scene with smartphones, then it stands to reason that “amateur” but compelling images from citizens, businesses and organizations have a much better chance of seeing their way into the online pages of major daily newspapers.
  • All businesses and organizations who thought Facebook was a secondary application for media interaction should rethink that position. If a newspaper is going to open the funnel of Facebook to gather comments, think of the power of an organization’s friends and followers to join that conversation and, in some instances, drive the post-publication narrative around the news!

It is imperative to closely follow media trends like these, connect the dots and fully comprehend the  opportunity or challenge they may create for your business.

June 20, 2013 Posted by | 1, Arizona, Digital, Interactive, Media Relations, Public Relations Trends, Social Media, Strategies | , , , , , , , , , | Leave a comment

Disney Bends to Social Media Grassroots Opposition

Day of the Dead doll Mariachi Guitarron player

Here in Arizona, we can’t help but find Disney’s efforts to trademark the holiday Dia de los Muertos surprising and, well, just weird. But what we find even more fascinating is how a grassroots effort via social media to stop Disney’s plan spread like a gasoline-fueled wildfire on a 100-plus-degree windy day.  Continue reading

May 9, 2013 Posted by | 1, Arizona, Crisis Communication, Public Relations (PR), Social Media | , , , , , , | 1 Comment

Is It Time To Refresh Your Brand?

Refresh RebrandAs the nation slowly recovers from the recession marketing budgets are also recovering. Companies that survived the economic downturn likely implemented a conservative marketing spending plan, and have emerged with a renewed spirit and business strategy. Having survived the financial crisis, the landscape is now filled with strong competition. Brands are turning to their marketing partners for advice on determining how to best communicate their core messaging in this new market and how to distinguish themselves among their competition.

“A poor economy forces businesses and organizations to rethink their brand and look to the future,“ according to Lori McConville, executive vice president of Caliber Group. “We are helping our clients, across differing industries, to refresh their brands through research and strategic planning and creative guidance. Generally our client’s find that it’s not their product and service that needs fixing, but rather the perception”  Continue reading

February 28, 2013 Posted by | 1, Arizona, Branding, Case Studies, Marketing Trends, Strategies | , , , , | Leave a comment

Building Collaborations and Consensus More Challenging in Arizona

Last week I attended a presentation by Dr. Lattie Coor, chairman and CEO of the Center for the Future of Arizona and Arizona State University president emeritus, and learned some meaningful statistics about Arizona residents that communicators will find valuable when engaging with Arizona audiences.

These facts were published recently in a state-level report on Arizona’s civic health prepared by the center, with help from the National Conference on Citizenship, a Congressionally chartered organization that publishes America’s Civic Health Index (1). Continue reading

October 14, 2010 Posted by | Arizona, Economic Development, Public Relations (PR) | | Leave a comment

Gem Show Here to Stay; How to make the Most of It

The Tucson Gem, Mineral & Fossil Showcase, which will bring thousands of buyers, sellers and treasure hunters from around the world to Southern Arizona through Feb. 14, will remain a Southern Arizona tradition and economic rainmaker.

Fears that the Tucson Gem, Mineral & Fossil Show, commonly referred to as “the gem show,” will leave Tucson are “unfair” and “unrealistic,” said Kimberly Schmitz, director of communications and public relations for the Metropolitan Tucson Convention and Visitors Bureau.

One of Tucson’s premier events, the showcase packs an annual $100 million wallop into the local economy. On its heels: Accenture Match Play Championship, La Fiesta de los Vaqueros (the Tucson Rodeo) and Spring Training. (The Arizona Diamondbacks and the Colorado Rockies leave Tucson for a new spring training facility east of Phoenix in 2011.)

Continue reading

February 2, 2010 Posted by | Arizona, Business Development, Economic Development | , , | Leave a comment