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 Common Crisis: Every Word Matters

When every word matters

The old adage, “Actions Speak Louder Than Words” rings true for the vast majority of Americans. However, for public figures, this is often reversed. In many cases, the words they choose and how those words are received by the general public can greatly influence their brand – both positively and negatively.

We continue to see this played out on the national stage almost daily and our ‘quiz’ below looks at some recent examples. Continue reading

July 25, 2013 Posted by | 1, Crisis Communication, Digital, Public Relations (PR), Social Media | , , , , | Leave a comment

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

STUDY: The State of Social Marketing 2012 – 2013

Survey

Social media exists in a state of constant change, which means community managers must evaluate and adapt their strategies often to achieve established goals. Implementing a stagnate social media plan can end up costing your company more than it benefits you. Simply because one tactic worked well when you first launched your social initiative does not guarantee that success will continue. It is imperative that social marketers are always learning and planning for the next wave of social media consumers.

In a recent survey by the Pivot Conference, 181 professional social marketers offered their opinions of the current state and future of social marketing. The results of this survey are always enlightening, and from 2012 to 2013, several trends emerged that warrant closer examination. Continue reading

June 13, 2013 Posted by | 1, Digital, Interactive, Interactive Trends, Internet Marketing, Marketing Trends, Measurement, Metrics, Return on Investment (ROI), Social Media, Strategies | , , , , , , | Leave a comment

Are Your Releases Positioned to Reach Your Target Audience?

Sold

What do you do when your company has exciting news that will likely meet with strong opposition by the exact target audience you are trying to reach? Preemptively planning and precisely positioning your message to best accommodate that specific demographic could be the best approach.

This is exactly what Yahoo! did in a press release announcing the company’s acquisition of Tumblr, a blogging website, by promising “not to screw it up.” Prior to the official announcement, Tumblr’s users (mostly made up of teenagers and those in their early 20s), reacted unfavorably to the idea. Continue reading

May 23, 2013 Posted by | 1, Crisis Communication, Customer Service, Digital, Interactive, Public Relations (PR), Social Media, Strategies | , , , , , , | Leave a comment

Best iPad Apps: Business Edition

iPad apps

In the fourth quarter of last year, 52.5 million tablets were sold worldwide, compared to a total of 66 million sold in 2011.  According to a recent report issued by Flurry Analytics, Americans spend 2:38 hours a day using tablets and smartphones. Just 20% of this time is spent surfing the Internet. The remaining 80% is consumed by app usage. In this fast-paced world, are you maximizing your “second screen” time by using the most efficient business apps? Continue reading

May 16, 2013 Posted by | 1, Business Development, Digital, Interactive | , , , , , , , , , | Leave a comment

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