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

5 ways PR Professionals can (and should) use Twitter’s Vine App

Vine

We’ve all watched social media become an integral part of PR in recent years and now we are seeing image and video messaging become an integral part of social media.

A lot of the social media conversations this month revolve around Twitter’s new Vine app. If you search #vine or #vineapp on Twitter you are not only going to find personal tweets from users utilizing the app to showcase how they crafted a flawless, vegan, gluten-free sandwich. Quite the opposite in fact, you’ll find that over 1/3 of the first 15 tweets are about how Vine can be used for a myriad of marketing communications strategies.

With the recent explosion of Vine onto the social media scene, many have related its practical uses to creating brand awareness and marketing communications, but it has yet to be spelled out as to how public relations professionals can use the app to benefit their clients or agency. Here are 5 suggestions for those wishing to make the most of the app that is quite literally, growing more popular by the day.

Continue reading

March 7, 2013 Posted by | 1, Digital, Interactive, Interactive Trends, Internet Marketing, Low-Cost Marketing, Marketing Trends, Public Relations (PR), Social Media, Strategies | , , , , | Leave a comment

Increase Your Chances of Media Exposure Success

Is it really news?Successfully pitching a story to the media and achieving the coverage you hoped for is tough. Even the seasoned public relations pro know there’s no guarantee their pitch will make it to print or television. Reporters are bombarded with story ideas and, along with their editors; they must sift through the story suggestions (not to mention cover the stories that are banging at their doors) and find the ones newsworthy enough to follow.

The truth is there’s no magic formula and there’s no guarantee. At Caliber, we never make a promise that’s out of our hands to deliver, but we pride ourselves on taking the right steps to guarantee the best possible outcomes for our clients.  Several important elements make up the earned media equation. Knowing how to write a good release, strategically planned timing, targeting the right media and creating the right messages are all factors that must be carefully executed. Continue reading

January 17, 2013 Posted by | Media Relations, Public Relations (PR), Traditional Media | , , , , , | Leave a comment

Pitching to Bloggers: Do’s and Don’ts

Pitching to BloggersWe hate to break it to you, but the days of “Dear Media Outlet” with an attached press release are long gone. Generalized follow-up emails to journalists are quickly deleted. In today’s world of public relations, the traditional pitch to journalists is becoming outdated altogether. Now that social media and blogging have consumed our online agendas, PR specialists must take this into consideration. If you haven’t already heard, participation via social networking is the new pitch. Likewise, creating a personal pitch that will catch a blogger’s attention is the key to successfully sharing your news. If executed correctly, not only will your story get published, but your credibility among the blogger community will undoubtedly increase.

PR practitioners have come to realize that bloggers can be some of the best and most responsive sources, when the pitch and follow-up are implemented genuinely and strategically. Every PR professional has his or her own unique process for creating a great pitch, but there are certain guidelines for pitching to bloggers, in particular, that tend to yield the most successfully receptive results. Continue reading

February 3, 2011 Posted by | Blogging, Public Relations (PR), Strategies | , , , , , , | 2 Comments