SMARTphone Marketing

At the end of the summer I received a text message from Temple University notifying me that there was no damage to the school's facilities after the hurricane occurred in August. Seeing that I was in Boston at the time, I checked CNN for weather updates and then forgot about the text message shortly thereafter. On my first day back in Philadelphia, I received a text blast about a battle of the bands at a nearby venue in the city, but again I shoved my phone back in my pocket and moved on with my day. However, while catching up on the Cherry and White page before the Temple vs. Villanova game, I discovered on the school's website an option to have sports scores and updates texted to my phone as a live feed. It slowly hit me that I was getting news, promotions, sports and retail marketing to my phone without realizing it. It was then that I began to think about the importance of mobile message marketing in a more serious way.

In a recent article by the Miami Herald, Mobile Devices Can Help Attract and Keep Customers I read about some tips and trends of mobile marketing I thought I would share with my fellow PR lovers. According to a survey by Borrell and Associates, a Virginia-based media research firm, “small businesses in the United States are on track to spend almost $800 million in 2011 on mobile ads.” With the new found trend of mobile payments or m-payments becoming a phenomenon, providing information to one’s cell phone or smart phone is an effective way to allow a consumer to make a quick transaction. Promoting an event? Here’s a link to the online tickets! NEWS ALERT! Click here to access my blog!

In keeping up with the times as all PR professionals must do, here are some of the Miami Herald’s tips on mobile marketing and messaging:

1. Create a mobile campaign towards the gift giver

Make sure to emphasize occasions, holidays and reasons to reward yourself for the generous consumers who read your marketing materials.


2. Be helpful

Provide the reader with information on your client’s company or product and emphasize where they can read up on more! This gains coverage and provides a support system for the consumer.

3. Market your mobile program

Promote word-of-mouth marketing from your loyal customers in hopes of expanding your contact list.

4. Reward your best customers

Sending exclusive specials, coupons or promotional materials allows customers to feel like your relationship is mutually beneficial and encourages them to shop or support your client more.

5. Keep your customers close

Reward check-ins or give promotions to your customers who are close to the store as added incentive for coming in.

Whether you are a consumer benefiting from great sales or a marketer trying to sell a product or promote a client, be aware of the benefits of mobile outreach. Be smart when using your phone marketing and it will pay off!

What mobile marketing campaigns have you experienced? Were they successful? Let us know!


This guest blog was written by PRowl Public Relations staff member Meagan Prescott.

“Hanging Out” or Taking Notes Online?

As a PR junkie, I was intrigued by the newest social media website Google+. I quickly got invited to join a friend’s circle and began exploring the many options that it has to offer. I was instantly drawn to the new features. I found myself fascinated that you could choose who to share your content with, I liked the convenience of my Google chrome toolbar having automated notifications without having a distracting screen up, and I began “+1”ing the posts of my networks.

One of the features I find particularly interesting is “Google Hangouts.” This is an option in which users can hang out with each other online via video chats, Youtube streaming, file sharing, webinars, plus more.

A recent New York Times article showed that Google+ has opened up a whole new form of virtual marketing and content sharing on a social media website. Using the ‘Hang Out’ feature, chef Lee Allison has created an online cooking course in which interested users can check the website for a grocery list before class and then participate in an interactive cooking lesson right from their computer. The class has become rather popular and plans to expand from a “hang out” hobby to a virtual business, turning a profit from their gnocci-making and knife sharpening tips.

Currently, Google+ Hang Outs can only host 10 people at a time. However, Google is a constantly evolving company and Google+ is only in the early stages of its development. We can be sure to expect big things from Hang Out’.

It seems as though this outlet might have opened up an online opportunity for interaction, advice, and instantaneous marketing. This may be a great way to gain client coverage and spread professional expertise while conveying personality online.

What do you think? How can publicists benefit from just “Hanging Out”? Let us know!

This guest blog was written by PRowl Public Relations staff member Meagan Prescott.

LinkedIn: It's Who You Know

While reading the New York Times last week, I stumbled upon an article in the Technology section that questioned the high stock value of popular Social Media website LinkedIn. According to the article, LinkedIn made a profit of $243 million in 2010 and the website has been expanding rapidly in 2011 with no stalls or crashes. For those of you who are not familiar with the website, LinkedIn is a social networking site that allows one to “link” together their collegiate network, co-workers, alumni associations and professional network into one. Companies can post job openings on the website and users can see how they professionally connect to others.

LinkedIn has become a widely-used social networking tool and has attained a positive reputation in the world of virtual networking. Universities and parents are often warning teenagers and young adults to “watch what you put on your Facebook page… you never know who will see it!” However, the point of creating a LinkedIn profile is putting one’s best “professional” face forward in the hope that potential employers will see it. With Twitter, one often hears that users “tweet too often” or spend too much time updating their page. Yet, with LinkedIn, one’s professional information will change very little from day to day so the site does not need constant maintenance. Although, do not be confused: this site is a social media tool. Many have the conception that LinkedIn is simply a portal for resumes, but there are other uses and features on the website. While it may not be as “social” as other social media networks, it definitely has its perks.

If you have a LinkedIn or are considering creating one, here are some helpful tips on how to maximize your profile, coming straight from the source (LinkedIn Blog):

1. Become an expert on the career you want to pursue

Read LinkedIn Today, do daily news searches on your chosen industry, or look into the new feature LinkedIn Signal

2. Optimize your LinkedIn Profile for your new career

Make a strong summary statement of your career goals, make sure your headline shows off your professional side, and post any/all “transferable” skills you have.

3. Join LinkedIn groups related to your desired career

Include professional organizations from your University or community and look at what groups others in your industry are a part of.

4. Alert your network to your career change plans

Send personalized messages to individuals in your network if looking for a job or opportunity and make sure your title is up to date.

5. Talk to anyone who works or has worked in the field you want to join

Ask your existing network for recommendations and don’t be afraid to ask questions! Ask for tips, publications and advice in attaining your desired career.

6. Sign up for LinkedIn job alerts

Customize your job alerts by location, function, keyword, etc. and know when a position opens up.

7. Make real world changes

Take advice from others profiles and see what areas of your professional skills need improvement.

From personal usage, I would advise uploading a professional photo for your profile to make it more personal, making sure that all of the information on your site is accurate, and getting recommendations from current or past employers. The more positive reinforcement and information you have available, the more it shows that you put time and effort into your profile. Everyone in the social media world knows that putting your best face forward counts! And, don’t be afraid to post updates about relevant topics. The connections you notice are the connections that make themselves known. Lastly, make use of your connections! Do not be afraid to message your friends parents or your neighbors to ask about their career paths. You never know what a little bit of initiative and networking can do! After all, LinkedIn has helped to show us that it’s not about what you know, it’s about who you know.

This guest blog was written by PRowl Public Relations staff member Meagan Prescott.

Social Media Can Be Socially Dangerous

The positives of Social Media and the Internet are obvious for both consumers and companies: unlimited free access, massive amounts of shared information and networking. Facebook allows you to show your friends what is happening in your life, Twitter allows you to cleverly share your thoughts and likes with your followers, and Four Square gives you tips on which up-and-coming places your friends are “checking into.” On the other hand, the free marketing, event planning, and ability to easily access demographic information makes social media a publicist’s dream. However, the Internet is not always as safe as it appears to be, and it is important to monitor what you publicize.

Recently, the multi-billion dollar company Sony has had a massive data breach that has allowed hackers to access personal information from over one million Playstation customers. Sony, one of many companies who have fallen victim to a large scale security breach, has spent the past couple of weeks investing millions of dollars in PR recalls and increasing malware for their customers. This is just one of many cases in which the Internet has shared too much.

While your company or client may not be as publically vulnerable as the technological conglomerate Sony is, one should stop to think if they are really protecting themselves and/or their customers’ information to the best of their ability. While doing some research, I stumbled upon the article “Keeping Your Company’s Online Presence Safe” on the Bankok Post’s technology section. The following are what the article outlined as the five biggest virtual threats to both companies and individuals:

1. Malware: In the past, there have been worms that have been circulating both Facebook and Twitter. Do not click on a button or icon you are unfamiliar with! If you are curious, a quick Google search can take only a few seconds of your time and could potentially keep your computer safe.

2. Privacy: The more personal information you put online, the more at risk you can become. Privacy settings can often be broken by hackers, so be aware that people outside of your network may still be seeing things that can put you at risk.

3. Phishing Scams: Do your research before divulging personal information to any website! It is easy for cybercriminals to make fraudulent websites in order to attain passwords, usernames or even credit card numbers from the masses. Make sure any website you submit your information to is valid and safe.

4. Site Flaws: There have been breaches in privacy settings that can allow others to access your personal websites even if they are protected. Often basic information that can be found on your pages can be used in security questions that could give others access to a variety of your accounts or subscriptions.

5. Spam 2.0: Advertisers and companies often use your personal information to target you for your demographic or personal likes. Be aware that information you display may lead to unwanted e-mails or targeting.

As I read up on the Sony data breach, I did a search on data breach/identity theft. I was shocked with how many breaches occur on a daily basis that don’t make it to national news. Large companies may benefit from investing in Identity Theft protection software to avoid these issues. From Facebook to Playstation, information is out there, so make sure you are smart with what you post. Everyone in the Public Relations world is grateful for the use of social media, but beyond their professional uses, be aware that if one isn’t careful, social media can become socially dangerous.

This guest blog was written by PRowl Public Relations staff member Meagan Prescott.

Track Your Twitter Traffic!

Rumors have been buzzing around the social media world for quite some time, but wait no longer: Twitter Analytics has been released! Twitter started out as a network where friends could share thoughts, finds and current events, but it has blossomed into a thriving communication medium and has created revenue, customers and buzz across the world.

Now, not only can you tweet and re-tweet vital information, but you can also see how far your messages are spreading. With the new Twitter Analytics, you can identify which of your tweets have been successful and widespread and identify who within your network are the most active users. You can see who is un-following you and from what tweets, and keep track of which users are re-tweeting or reading your tweets the most. This vital information can help social media enthusiasts improve their tweeting in a short and long-term sense.

In an article from Mashable, you can see an example of how some of the information from the blog is analyzed, charted and recorded. On the actual website it is explained that “More Exposure = More Followers.” If Twitter users are able to understand how their feeds are working, they can strategize on how to capitalize and grow in the future.

Whether you are a casual Twitter user, a social media enthusiast, or a marketer using Twitter to increase your publicity, find out just how successful your Tweets can be with Twitter Analytics.

This guest blog was written by PRowl Public Relations staff member Meagan Prescott.

Poor Candidate or Poor Public Relations?

As you may have seen in recent news, Alan Grayson, the Democratic representative for the state of Florida, has debuted a political commercial that implies his opponent, Daniel Webster, is a member of the Taliban. In the clip, Webster is portrayed as a sexist, controlling and misogynistic conservative who claims wives should “submit themselves to their husbands.” While Mr. Webster’s quote is taken directly out of a speech he delivered, Grayson pushed the code of Public Relations ethics by publicizing the small excerpt completely out of context.

In what Webster had intended the public to hear, he explained how he valued the unification of a family and making moral decisions, which may not necessarily be what is said in the Bible. He tells husbands to move past meaningless sexism and see their wives as equals. In the actual speech (clip available here), Webster said:

“So, write a journal. Second, find a verse. I have a verse for my wife, I have verses for my wife. Don't pick the ones that say, 'She should submit to me.' That's in the Bible, but pick the ones that you're supposed to do. So instead, 'love your wife, even as Christ loved the Church and gave himself for it' as opposed to 'wives submit to your own husbands.' She can pray that, if she wants to, but don't you pray it.”

Any informed voter would have taken the time to cross reference the three-second phrase used in Grayson's ad with Webster's original speech. The speech had intended to show Webster's family values, but instead it gained him the unjustified nickname of “Taliban Dan.” The creators of this commercial believed they could tear down their opponent by misrepresenting him and trying to persuade the public he would control the senate in the same way he “controls” his wife.

One would like to believe all voters take the time to research the validity of each campaign before casting their votes. However, this is not always the case. For the sake of public affairs, and specifically the upcoming Florida election, we are lucky this commercial has received the attention it has. Had this commercial not made the nightly news, many voters may have believed what they were told and cast a vote based off of ignorance and misguidance.

As a Public Relations fan, do you think the creators of this commercial were successful? Do you think they have done well by Grayon, or will the backlash from the commercial negatively affect his campaign?

Perhaps this article touches upon a commonly asked question in the world of PR: Is it better to get negative press than to get no press at all?

This guest blog was written by PRowl Public Relations staff member Meagan Prescott.

The Importance of Maintaining Ethics Within Public Relations

When dealing with PR, it can be tricky to balance honesty and integrity with the desire to make your client stand out. All publicists or PR firms want their clients to be perceived in the best way possible, but they must also represent their products or services accurately in order to protect their reputation in the small and talkative world of PR.

While reading PRNewsBlog, I stumbled upon an article entitled Grand Theft PR: Bogus Reviews Catches FTC Attention and Blights PR Image. While looking further into this “grand theft,” I read about a PR firm called Reverb Communication who found themselves in serious trouble with the Federal Trade Commission this August for faulty PR. According to the article, the firm had their interns go onto Apple’s iTunes and post rave reviews about a client’s video game.

While Reverb is not the first company to have done things like this in an attempt to boost their client’s sales, these types of actions put a damper on the reputation of PR firms across the board. All PR enthusiasts need to remember ethics and integrity before dealing with the resources of social media and online anonymity.

In response to this incident, the Federal Trade Commission updated an act that states if a publicist is to print information about a product or client on the internet or if they are to post a review, that they are forced to provide information and results as evidentiary support to their claim. The act had not been updated since 1980. The act also states that any tangible benefits, from salary to employment, must be disclosed if an employee is posting any comments about a particular product. The FTC is taking serious steps to make sure that PR maintains a strong ethical code.

While it might seem like the fast and easy option to try to boost a client’s credibility, please be aware that unethical actions jeopardize your own credibility and the credibility of all PR practitioners.

Tips for Keeping Your Facebook Pages Safe

Most people in the world of PR are becoming increasingly aware of the power of social media. However, many people are unaware of the dangers and limitations that accompany the free marketing options that social media sites have to offer.

I was given the opportunity to go through an intensive Facebook marketing program for my job. While many of us are savvy with fan pages, groups and “likes” from our own personal page experience, those who are utilizing Facebook for business need to be aware that certain actions can put their Facebook pages in danger.

As the networking site has expanded from college students to all demographics, their safety measures have tightened. Facebook is constantly looking through pages to find “robots” or “spammers,” and many marketers are unaware that certain actions can get your Facebook page disabled immediately.

Here are some tips for keeping your page safe:
1. Do not copy and paste all of your messages. This makes Facebook believe that you are sending out mass impersonal e-mails.
2. Do not add more than 50 friends in a day, because Facebook may start to track your activity.
3. Do not join over 300 groups- this is the limit, but if you join too fast you may be disabled.
4. Avoid repetitive actions that could make you look like a spammer.
5. Try to restrict posting on more than five people's walls at a time.
6. If you get a warning, DO NOT go on your Facebook for 24 hours.

Some of these rules might seem obvious, but Facebook has the power to delete all of your accounts, groups and fan pages without any warning at all! Take a few minutes to read through Facebook’s Terms of Service. Be careful of the way you use this powerful tool: it can help you but it can also delete you!

This guest blog was written by PRowl staff member Meagan Prescott.

Summer Internships Come In All Shapes and Sizes

With the school year coming to a close, there is one thing on the mind of many college students: internships. It is common knowledge among students that experience of any kind will get you far and enhance your marketability in the job world. As internship experience is becoming increasingly vital to finding a job after graduation, finding an internship over the summer is becoming more competitive. Yet, with the internet and social media advancing, there are opportunities out there that many students overlook in terms of internships. The first step in finding one of these often overlooked internship opportunities is initiative. I can say this from experience.

Last semester, I found myself in the same situation as many other full-time students: I had too many classes and extra curricular activities to commit to a 9-5 internship. During the summer, I wanted to have an internship in the city, but like many other college students I need to make an income to have spending money in the fall. Many students think that they have to make a decision between having an internship and having a job. Since internships and jobs typically run during the same business hours, it can be hard to balance both.

Therefore, when I received an e-mail from Temple University's PRSSA detailing a virtual social media internship, I was intrigued. I sent in my resume and had a conference call with the woman I now call my boss. She explained that she and her husband began a website, Wandering Educators, and they were looking for someone to circulate it through various social media outlets. After hearing about the responsibilities and deciding on an appropriate number of hours per week, the virtual internship seemed manageable. I was told I would be responsible for managing the Twitter account, utilizing StumbleUpon to circulate their articles and increase their friendships, and using Digg. In addition, I will now be increasing my hours to go through a Facebook training program.

Social media is one of the fastest growing areas of Public Relations, and the internship has taught me a great amount about how to utilize the internet for Public Relations purposes. In the first month of working for them, I increased their website’s traffic by 10%. This was work that could be done anywhere that I could transport my laptop.

After the first eight weeks of interning, the social media position turned into a job and I now receive a weekly salary for my work. I have found that taking initiative has paid off, and I can have the best of both worlds. I have a 9-5 summer job, and when I come home I am still able to gain experience in the Public Relations field.

I encourage all curious Public Relations students to put themselves out there! Utilize the internet and use all of the resources available to learn as much as you possibly can. My experience in social media will help me when applying for internships in the fall, and has even given me a little extra spending money for the summer. Send out your resume, keep chipping away, and realize that there are internship opportunities that can work around your schedule and possibly without even leaving your home.

This guest blog was written by Meagan Prescott.

It’s all about WHO you know

As a college student and a PR junkie, I am constantly questioning how I can improve and expand my networks. I sit for hours on social media sites and keep up with the news, but the biggest roadblock I find in my long-term PR goals is that I do not know people of importance in the industry yet. As I delve into the world of un-paid internships in the fall, I know I will begin a slow process of building a network that will help me to thrive in the PR world. As I was contemplating my blog entry, I figured I would write on the thing I think is most beneficial for all young PR students: how to develop a strong sense of networking. In my research, I found an article on Ragan’s homepage entitled “Build a Stronger Network.” After all, in this business, its not what you know its WHO.

We are all aware that PR specialists can help each other out. Therefore, maintaining strong relationships is a vital part of the business. This article by Jeremy Porter on Journalistics gave 16 steps that are necessary to successful networking that I thought any PR enthusiast might like:

1. Know your Goals – figure out what types of relationships you are looking to build, and what types of people would benefit you to know.
2. Keep Score- track the progress you’re making and see how your network expands in terms of numbers… you might surprise yourself!
3. Target the Right Engagement Points- Make sure you are approaching people when networking is appropriate and people are open to engage. In some cases, people are not looking to work when they are out.
4. Have a Good Opener- Make sure you know clearly how to describe your profession, and maybe practice some key talking points.
5. Get digits- constantly get contact information and be able to keep these people in your active, rather than passive network.
6. Follow up- Keep your relationships going! Everyone gets lots of business cards but make yourself memorable by making contact.
7. Stay in Touch- once you’ve hooked a PR pro, you need to make sure that they don’t forget your name or face. Become friends and keep it that way!
8. Dress appropriately- it is important to take yourself seriously and dress for the occasion. You don’t want to stand out in a negative way for being under/overdressed.
9. Deliver Value- if you have information that would be beneficial to someone in your network, share it with them! You never know when they’ll return the favor.
10. Don’t judge- First interactions can be deceiving, so continue to get to know a person before you think you have them pegged.
11. Look in the mirror- Likewise, try to imagine you are meeting yourself in a professional sense. What would you think? What do you look like?
12. Keep it fun- PR people are social beings! Don’t try to make things all business, because the best relationships are friendships and professional.
13. Build Relationships when you don’t need them- This is important. People don’t want to feel as though you are constantly wanting something from them. Always be on the lookout for new networking, even if you don’t have an immediate need for it.
14. Say please and thank you- Manners matter. Politeness and rudeness can have a bigger effect than you realize.
15. Be sincere- People can tell if you simply want something from them or if you genuinely want to get to know them and learn from them. It shows.
16. Everybody is important- no matter how little or small, everyone has something to teach you and something to learn!

In the PR world, it is important to acquire contacts, keep them going, and utilize them. Make sure that you are doing everything you can to keep your contacts in good standings and happy with your relationship. This is the first step to success!

This guest blog was written by PRowl Public Relations staff member, Meagan Prescott.

Blogging: It’s your voice… isn’t it?

As all of us know, blogging has become a widespread phenomenon in which anyone with Internet access can spread opinion across the world for free. While many of us use blogs for personal use, companies all over the world are beginning to utilize the benefits of shaping public opinion via blogs. However, perhaps the motives behind some bloggers “opinion” pieces have been hidden.

In a recent New York Times article, it was revealed that certain bloggers have been posting about Wal-Mart, the world’s largest private company, in a way that suggests their support for all of Wal-Mart’s actions. These blogs, many of which opposed Wal-Mart’s corporate behaviors at one time, seem to be directly representing Wal-Mart. They all make statements that mirror ideals of the corporation or emails sent by Wal-Mart’s PR Firm, Edelman.

The company has voiced its goal of using social media to its advantage, but perhaps it is abusing them. Head of Edelman, Marshall Mason, sends out regular e-mails to a number of individual bloggers containing information about the corporation’s jobs, their stance on employee health care, etc. Fragments from these emails can be seen on influential blogs across the nation, but each blogger insists that the information is their own and has no affiliation with Wal-Mart. Mr. Mason has declined to comment… interesting for a PR person, huh?

When I Googled “PR Ethics,” almost all of the pages advocated fair and honest communication on a blog. The PRSA Code of Ethics states one of its guidelines as “reveal sponsors for represented causes and interests.” Bloggers have the ability and responsibility to shape public opinion. Thus, the audience must have all of the facts in order to truly be educated on a subject. It is only right to give credit where credit is due and let the audiences know the origin of this Wal-Mart information.

As a PR student myself, I know that signing my name to any piece of writing means that I am confident in the validity of every word I write. I would never try to take anyone else’s thoughts as my own. When reading blogs, it is important to be an analytical reader and be careful that all information is accurate and not being screened to the author. Blogs are not advertisements or commercials, so make sure when you blog you represent yourself. Say exactly what you mean, and mean what you say.

This guest blog was written by PRowl Public Relations staff member Meagan Prescott.