August 02, 2014
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PR Biz Update

Brick-and-Mortar PR Bravado: Consumers Clearly Prefer Shopping in Stores, New Omnichannel Shopping Preferences Study Finds—Ninety Percent of All U.S. Retail Sales Happen In-Store

A key finding from A.T. Kearney’s Omnichannel Shopping Preferences Study is that although digital retailing is capturing headlines and inspiring spirited debate as retailers plan investments for the future, physical stores continue to be customers' preferred shopping channel and a place where the most significant consumer and retailer value is created. The study found that stores play a crucial role in online purchases, as two thirds of customers purchasing online use a physical store before or after the transaction. The store makes a significant contribution to converting the sale, even though the transaction is eventually registered online. "The decoupling of value capture is important for retailers to understand as they consider resource allocation decisions across channels …”

Privacy PR: 71% of Americans Care Deeply About Their Online Privacy Amid Recent Privacy Concerns—Internet Banking and Shopping Remain the Overwhelming Threats to Americans When Online

WP Engine, an SaaS content management platform for websites and applications built on WordPress, recently announced the results of its WP Engine Online Privacy Study. The report examines consumer privacy concerns, and found almost every American (99%) cares about their privacy online, with 71% saying they “care deeply” about it. Nearly 3 in 4 Americans are most concerned about online privacy when they are accessing their bank account or financial data, while more than half (57%) of the nation’s consumers indicated that online shopping was the next greatest threat. “With so much personal detail accessible by each other online, it’s more important than ever to be talking about what information is truly respected as private …”


Skyrocket PR firm profits in 2014—discover the powerful secrets of “The PR Agency Operations Management for Profit
Friday, August 22

All PR agency principals want to run efficient, profitable firms, but few have systems in place for managing staff utilization (and avoiding over-servicing), setting fair, sensible fees, and managing costs as the business grows. Now Bulldog Reporter presents a half-day webinar workshop that gives PR agency principals, financial and operations execs solid metrics, ratios and operations policies guaranteed to increase your profitability this year, including: 1) Mastering the 12 traits of highly profitable agencies; 2) best financial management models, from key ratios to new budgeting and premium pricing criteria; and 3) the operational decisions and cash management best practices that affect your fortunes every day. Taught by PR agency management consultant and ProsperGroup Partner Alex Halbur, this event will provide instruction and practical templates on management reports (staff productivity, revenue, cash flow, and P&Ls), and even talent management management for cultivating an agency-wide profit. Join us on Friday, August 22, 1PM-5PM ET (10AM-2PM PT) from the comfort of your office or conference room. To see specific topics, print out the brochure. Register by Friday, August 8 to save $100.

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Prime Research

Experts Cite Lack of Exposure to Barcelona Principles, Continued Use of Ad Values and Prevalent “CYA Syndrome” as Culprits in Ineffective Measurement Programs – Feature 2

By Jon Greer, Contributor, and Richard Carufel, Editor, Bulldog Reporter; Presented in Partnership with PRIME Research

Top communications professionals agree on the value of measuring the effectiveness of PR programs and their contributions to the larger business goals. Even still, daunting obstacles still seem to block most companies from launching and maintaining a truly disciplined research and measurement program. What exactly are those obstacles? For example, to what degree are the Barcelona Principles accepted and observed by Fortune 500 companies? To what degree do corporate communications executives still lean on the outdated Advertising Value Equivalents (AVEs) metric, even though measurement experts have largely discredited it? And what other roadblocks stand in the way of effective communications research and measurement?

For fresh answers to these pressing questions, Bulldog Reporter and PRIME Research interviewed measurement thought leaders and members of the Institute for Public Relations’ Measurement Commission as part of a joint “2014 Corporate Communications Practices Measurement Study.” Early findings are published here as an article series and will later be included in a comprehensive study designed to help communicators develop measurement programs that tie more closely to corporate objectives, increase the influence of communications in corporate strategy, and improve the return on corporate investment in communications research and measurement. This second of four installments assesses the leading obstacles to disciplined PR research and measurement programs ...


Research-Based Public Relations Insight

With offices around the world, PRIME Research marries technology with talent to provide international clients with research-based public relations insights and guidance to help inform better communications and business decisions. For more information about PRIME, email Brittany Luse at



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Another Look at Audience Categories—Slicing and Dicing Industries and Job Functions

By Steve Beale, News Editor and Inside Health Media Editor, Bulldog Reporter

Back in April, I suggested that PR pros assign audience tags to media outlets as a way to filter their contact lists. It's not enough to know what topics an outlet covers—you also need a way to identify the audience. For example, a publication that covers pharmaceuticals could be aimed at researchers, drug company executives, retailers, health insurers, doctors, pharmacists, patients, etc., and a pitch appropriate for one group might not work for another.

The trick is figuring out an appropriate way to categorize the audiences, which will vary depending on the kinds of clients you represent. In the earlier column, I outlined the system that I use for Bulldog Reporter's Inside Health Media. Now I'd like to take a step back and discuss some general principles you might consider when developing your own classification system. This week, I'll focus on B-to-B audiences; I'll look at the consumer side in a future column ...

Get an inside track to 270 most popular and influential bloggers covering travel, destinations and accommodations.

Download Now!

This rare, just-updated list is guaranteed to increase your chances for scoring blockbuster media coverage among these top online influencers. If you want to get your story into the most visited travel and destination blogs—now's the time to start pitching. But first you have to know who the top bloggers are, what they are covering, where their blogs are located, and how to make contact with these elusive writers. Good news: Bulldog Reporter has compiled the most comprehensive, up-to-date travel blog list on earth, featuring editorial contact info—including all available email addresses, website and Twitter links, and/or phone numbers—for 270 top outlets. Best of all, you can download the new 2014 Travel Blogger Contact Guide now. It's a travel and destination media pitching and placement gold mine! Learn more and purchase your copy now.
Download your copy now.

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Thought Leaders

Malaysia Airlines and Others Wish Perception Didn’t Trump Reality: Can Proactive PR, Laced with Psychology, Help the Aviation Industry?

By Scott Sobel, MA Media Psychology, and Danielle Blevins, Esq.

Emotional reaction to the latest Malaysia Airlines tragedy is destroying the airline’s business and certainly is affecting all other commercial flight. And even before the public had time to digest this tragedy, other plane disasters struck. Last week, a Taiwan TransAsia Airways plane crashed in stormy weather killing 48 people and injuring 10 others. Soon after, Air Algiers found itself dealing with a plane crash of its own, claiming the lives of 116 people on board. The downing of Malaysia Airlines Flight 17 killed 298 people and the mystery still remains unsolved as to what happened to the airline’s Flight 370, vanishing in March, with 239 people onboard. Is there anything Malaysia Airlines, TransAsia, Air Algiers or the commercial aviation industry can do to fight the perception that air travel is unsafe?

In the case of Malaysia Airlines, the beleaguered carrier is fighting the deadly dual perceptions of either being incompetent or cursed. Reality and statistics do not reinforce those perceptions but that doesn’t really matter when you see ticket sales plummet, the news media searching for stories to drive the nail into the airline’s quickly closing coffin while raising arguably justified questions about the safety of all commercial flight, period. For instance, we noticed this query from a reporter ...

Get full contact info for more than 185 of America's most popular talk and interview shows

New 2014 Top Talk & Interview Show Producers Contact Guide—Place your clients on more than 185 national and local radio and TV talk and interview shows.

This new list is guaranteed to increase your chances for scoring blockbuster media placements among these top TV and radio talk and interview shows. If you want to get authors, experts, celebrities, artists, chefs, entertainers, politicians or personalities in any field into the most-watched national and local TV and radio talk and interview shows—now’s the time to start pitching. But first you have to know who the most influential producers are and how to make contact with these elusive executives. Good news: Bulldog Reporter has compiled the most comprehensive, up-to-date talk and interview show producers guide available, featuring producer contact info—including email addresses, website and/or phone numbers—for more than 185 top national and local programs and 770 contacts, Best of all, you can download the new 2014 Talk & Interview Show Producers Contact Guide now. It’s a TV and radio pitching and placement gold mine!

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Winning PR Campaigns

PR Sweep in 45 Days: ASICS and Allison+Partners Beat the Clock and Score Gold with LA Marathon Sponsorship

By Talia Sinkinson, Editor, Media Relations, Bulldog Reporter

We move fast. We talk, text and tweet at lightening speed, and likewise, we are sometimes expected to churn out PR campaigns on a dime. How can PR pros work gracefully under pressure and get the results their clients will applaud? When ASICS signed up to sponsor the LA Marathon just weeks after Toyota dropped out, Allison+Partners was given a mere 45 days to plan and execute an extraordinary campaign. The team first had to drive awareness of the LA Marathon, which pales in comparison to the notoriety of its peers—and engage stakeholders and influencers to celebrate ASICS, an Irvine-based company, as a hometown hero. 

The Challenge: Build buzz around the ASICS sponsorship in 45 days. With the clock ticking, Allison+Partners rallied its troops and brainstormed fresh concepts that would appeal to both elite and everyday athletes before the event. “The best way to jumpstart a campaign in a time crunch is to get all hands on deck and hit the ground running,” explains Whitney Standring-Trueblood, senior account executive with Allison+Partners. “On an account like ASICS with cross-country team members in LA and NYC, we have people devoted to specific projects and events as team leads. However, when there is a priority event happening, it’s crucial that everyone on the team jumps in to help. All staff, from ACs to VPs, helps with media pitching and logistics to get things done quickly and efficiently. Additionally, working closely with the internal team at ASICS is an effective way to accomplish a lot in a short amount of time. Good teamwork is key ..."

2014 Hospital PR Awards

Now Accepting Entries:

2014 Hospital PR Awards
Friday, August 15

This year some 64 Bulldog Hospital PR Awards will be granted—more than any other competition—honoring the best our industry has to offer in communications campaigns for hospitals and healthcare facilities. Why should you enter? First, because the Bulldog Awards are the only Awards judged by working journalists, our toughest critics and some of the people we work hardest to please. When they say you're the best, you know you are. Second, because when you win a Bulldog Award, the world knows about it—winners receive more coverage, more publicity and more visibility than with any other PR industry awards program. Third, entry is easy and inexpensive. 
Complete online details.
Guidelines for Submission.
Entry FAQs.
Print 2014 Bulldog Hospital PR Awards Brochure

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Idea Bank

Don’t Let Your Suit Moiré! 4 Tips for Looking and Sounding Your Best When Pitching TV or Radio

By Brian Pittman

Millions of TV viewers and radio listeners tune in to their favorite news and talk shows day-in and day-out. This poses a huge opportunity for mass exposure of celebrities, authors, experts, spokespeople and newsmakers. But what exactly do TV and radio producers, booking agents and news directors want in a pitch? What are the must-have traits of every guest they book—and how can you build long-term relationships with these broadcast gatekeepers? Some quick tips and insights from PR University panelists past and present:

1. Double-check—don’t rely on media databases. “I was a producer for seven years—and worked for the major networks,” says Annie Scranton, founder and president of Pace Public Relations. “What I noticed the most from PR people were untargeted pitches—and even pitches sent to people who were no longer [on the beat or at the network],” she recalls. “Now I know why that happens. It has to do with media databases like Cision and Gorkana.” Put simply, media databases might not be as updated as you’d expect—especially if you’re pitching TV, where churn runs rampant ...

Bulldog Reporter’s PR University presents a new Meet the Editors Webinar

Breakthroughs in Pitching Consumer and Lifestyle Media: Editors Reveal New Ways PR Can Score Ink in Top Magazines to Reach More Consumers
Thursday, July 24

How valuable would it be to learn first-hand from top lifestyle and consumer media editors exactly what they will be covering next week and in the months ahead—and the many ways you can engage and score priceless coverage with them? Given that these outlets are growing in online reach and now influence an even wider swathe of consumer purchases, competition for scoring ink or pixels is at an all-time high—so it helps to have an inside track. Learn what it takes to break in by joining Bulldog Reporter’s PR University as we present an exclusive panel of consumer media gatekeepers. This panel—including Jonna Gallo, Editor, Family Circle; Jamilah Lemieux, Senior Editor, EBONY; Natalie Robehmed, Wealth Reporter, Forbes and Amy Rushlow, Contributor, Health & Wellness (Former Managing Editor, Prevention);—will walk you step-by-step through a practical pitching regimen designed to give you, your client or company the edge in landing in top-tier, holy-grail consumer media in these competitive times.

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On Deadline

What's All the Social-Marketing Hubbub? We Already Knew.

By Peter Prodromou, President, Racepoint Global

I recently read an article in The Wall Street Journal  that highlighted a new Gallup poll that said social media isn’t all it was cracked up to be. The article, “Social Media Fail to Live Up to Early Marketing Hype” highlights the fact that 62 percent of respondents said social has no influence at all on their purchasing decisions, while 3 percent says it does. And to this I say: “yawn…”

The problem isn’t that social by itself can’t deliver people to the bottom of the marketing funnel. Those claims have been suspect for five years now. The problem is that many in social marketing continue to promote these theories even after we have seen it isn't correct. And in doing so, they have exposed this important medium to broadsides it shouldn’t face, like the Gallup numbers. The result? Social media is left to defend itself against things it shouldn't have to, rather than being understood for what it really can achieve ...


Introducing Bulldog Reporter's New & Improved "The Ultimate PR Agency Financial Management Handbook—How to Manage by the Numbers for Breakthrough Profitability of 20% or Greater"

If you're the president of a PR firm and you're not generating consistent net profit of 20% per year, isn't it time to take control of your business once and for all? Isn't it time to give your people—and yourself—the benefits of prosperity and predictability that you deserve? If you're ready to run your PR agency using today's best practices of disciplined financial management, you'll want to own and use this fundamental guide, written by renowned PR agency financial guru Rick Gould. Discover inside strategies, techniques, ratios and hard-won wisdom that are certain to increase your PR agency's profitability to 20% or even 30%—no matter what the economic environment. Download Now!

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Media Pro News

Today’s Media Moves:

Today’s Media Pro Journalist Pitching Tip:

Bulldog Reporter's PR University presents a new Meet the Editors Webinar

Meet Top Broadcast News Producers: How to Pitch TV & Radio News Programs for Prime Time Air
Friday, August 8

If you are looking to book guests on today’s top broadcast news programs and talk shows, this session will give you key insights from leading TV and radio producers on exactly what they want in a pitch, the must-have traits of every guest they book and how to build long-term relationships with them and other producers or booking agents.You’ll hear firsthand from broadcast insiders like Jonathan Clark, assistant news director at New York City’s WCBS 880 News, Robin Gradison, former producer for ABC News, Annie Pace Scranton, Founder and President, Pace Public Relations, Judy Farah, Senior Editor, Newstalk 1530 KFBK and Susan Higgins, Senior Manager Media Relations, DS Simon Productions about how to contact them, how tocraft pitches that seize their attention and entice them to call back—and the hot buttons sure to secure your exec or client a prime-time appearance. Join PR University for a frank discussion of the best practices for booking guests on the top TV and radio news programs or talk shows, using proven pitching approaches, and building solid, trusted relationships with A-list broadcast gatekeepers.

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Bulldog Reporter's PR University presents a new Master Class Webinar

7 Most Common Press Release Writing Mistakes and 7 Story Hooks That Editors Love
Thursday, August 14

How would you like to learn the latest techniques that will take your press release writing skills to the next level of clarity and confidence—so you’ll be able to create impactful press releases that woo editors and win more online readers? How valuable would it be to your team to learn the seven most common press release writing mistakes and how to avoid them? Good news: Your team will discover the latest press release writing tricks and tactics in this 90-minute advanced writing workshop presented by instructor Michael Smart, founder of MichaelSMARTPR and former news director at Brigham Young University. Not only will he teach you to write compellingly to the general public, press and search engines—but you’ll also discover what’s wrong with the current state of PR writing, how best to organize releases—and how to crank out media-worthy headlines and snappy leads that give journalists everything they need. Not only will you learn how to avoid SEO, social media sharing and image optimization mistakes PR pros make when cranking out interactive releases, but you’ll leave this session with silver bullets sure to add flair to your writing in general—and proven templates that will help you outline and map your writing strategy—so you please both your bosses and your audiences.

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Now Accepting Entries

Friday, August 15

This year some 64 Bulldog Higher Education PR Awards will be granted—more than any other competition—honoring the best our industry has to offer in communications campaigns for colleges and universities. Why should you enter? First, because the Bulldog Awards are the only higher education awards judged by working journalists, our toughest critics and some of the people we work hardest to please. When they say you're the best, you know you are. Second, because when you win a Bulldog Award, the world knows about it—winners receive more coverage, more publicity and more visibility than with any other PR industry awards program. Third, entry is easy and inexpensive. First savings deadline is Friday, July 18. Complete online details.
Complete online details.
Guidelines for Submission.
Entry FAQs.
Print 2014 Bulldog Higher Education PR Awards Brochure

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