The Byline: PR and Marketing Insights from Eiler Communications

With the interest in high tech public relations companies to begin using the green and environmentally friendly strategy, one has to ask would it really make an impact? From a business and public relations standpoint, yes. Here’s why:

1) By greening your business it creates a favorable impact on the public and their perceptions of the environment.
2) The organization would have decreased expenses on materials, disposal of waste, and energy.
3) There would be increased and improved client relations whose interests reside in green or clean tech PR.
4) It provides staff and clients a purpose to protect/enhance the environment
5) Lastly, small steps save money.

Environmentally responsible businesses are efficient businesses.

Christian

It is increasingly difficult nowadays to be recognized for ones expertise in Michigan public relations, hi tech companies, and communication world with the amount of information that is out there. However, there is hope, and it has been around for a while: blogging. Interactive market positioning is oftentimes key to giving people the needed information they seek. The importance of blogging rests on six principles:

First, blogs are easy to publish on the web. The ability to upload thoughts, ideas, or general information is just a few clicks away, allowing for a mass flow of information across a wide spectrum.

Second, blogs are inexpensive. Especially in today’s economy, Michigan PR companies don’t have to spend vast sums of money getting their names out.

Third, it is quick and efficient. There is not wait time. The information is “published” fast and allows for instant reactions. This works especially well with a public relations organization like Eiler Communications to respond to industry and client needs.

Fourth, similar to my third point, blogging grabs the attention of search engines. The more the company blogs the more hits they might get and the more attention it receives via non-paid publicity, a huge bonus for the organization.

My last two points are tied together in that it both positions the company in a favorable light in the eyes of client, industry, and public to treat them as an expert and as a result, hopefully, increases its profits and notability.

Regardless of the reason a PR organization uses blogging, it can be an extremely important tool in the sphere of high tech communicating. And what better way to prove that the company knows media and the field of communications than actually communicating!

Christian

More than ever political candidates nowadays are seeing the huge advantages of market positioning and high tech PR via social media. Once in a while a candidate comes along and is a breath of fresh air. There was no better time for Barack Obama than now. With the 2008 election finally over, to the relief of many, we can sit back and assess the impact this positioning and PR had on candidates and nominees.
We are a society of pop culture and instant downloads where information is accessed at astonishing rates. News an hour ago is not news anymore and we are constantly searching for updates.
President-elect Barack Obama is an incredibly charismatic individual and plays well into this culture. Here is my thinking: I don’t think that policy and issue play as large a role as it should have and did in previous presidential elections. Although unfortunate, I feel image is a larger determining factor for the voting population.
Using these ideas, media relations and market positioning are just a couple of ways to build a fan base that can promote a candidates influence in multiple venues. Examples of this type of social marketing would include viral videos on YouTube, vlogs, internet forums, podcasts, Facebook, MySpace, Twitter, and Flickr, just to name a few. Videos seen on YouTube of campaign rallies were free PR on a national scale. In fact on his home website, there is a link to “Obama Everywhere”, which lists all the above and a handful more of places where you can learn and discuss Obama. His campaign took advantage of this social market positioning and used it in their strategic plan for success. He reached out to the numerous constituents and gained their attention and respect by understanding that technology is continuous and evolving.
It was in this sense that Obama was able to fundraise from micro donors (and in return allowed him to disclaim lobbyist influences in government). Furthermore, according to a CNN.com exit poll, 66% of all 18-29 year-olds and 52% of 30-44 year-olds voted for Obama. These are the same typical demographics that are familiar with and use social media as both an outlet for discussion and information seeking; the so-called “internet generation”.
The reason this is relevant in politics today is because you will not find a single candidate out there who does not have a website and/or numerous spin off sites. For example, Obama teamed up with Facebook Co-Founder Chris Hughes to create My.BarackObama.com, in which users could join an online community that boasted over a million members. Using these high tech venues one can find local events, contact undecided voters near you, and share stories via blogs. The thinking is this: candidates, especially at the presidential level, can be, and oftentimes are, impersonal. My.BarackObama.com removes that a little bit and makes him and his campaign feel more about you.
Obama positioned himself as a beacon for change. He spoke with an intelligence that articulated respect. He symbolized a new beginning or at the very least a fresh start from the turmoil of the last 8 years. Obama had a strong grasp of the power public relations and high tech devices to campaign in new ways. From my viewpoint, someone who understands the way people think and seems to have a direction definitely gets my vote.

Christian

CEO of Eiler Communications Larry Eiler recently gave a presentation at Eastern Michigan University entitled PR in Marketing: How the Lines Are Blurring as Technology Grows as a Driver. The presentation discussed how the methods of gathering information and conducting research are constantly evolving and how PR technology is changing. Larry discussed how people rely on the Internet or “Emedia” for news/information. People no longer have to go to the library when doing research most have the technology to do the research from their home or office, and some can even do it on the go through a cell phone or PDA. As a senior in college, I strongly believe that no one uses e-media or social media more than high school and college students. As of lately e-media and social media has broke its way into the PR and advertising world. Major firms and corporations are now using technology such as blogs, podcasts, and some businesses have even used social media outlets such as myspace or facebook for advertising and electronic PR. People are now turning to the Internet for news, research, and information.

E-media has not only helped me tremendously for daily tasks but it has also taken a huge load off of my shoulders. For example, I am 6’10 tall and it used to be impossible to find clothes that would fit me properly. It is funny now that I look back on it because most of my outfits probably looked like I was stuck in the 70’s or 80’s for a good part of my junior high years. When stores started to implement online shopping it was then that I could actually dress normal and try to fit in. With the new online shopping craze, many stores started to carry plus size clothing that would fit me. Not to mention the development of search engines such as Google, this helped me tremendously in my quest for big & tall clothing. Instead of looking through different clothing brand websites, I could now just search big & tall and numerous sites were provided by a single search engine. This was great, not only could I start to dress presentable but the convenience of shopping from my couch rather than spending the whole day at the mall watching my mother shop.

Social media has not only done a lot for me but others as well. Sites such as facebook and myspace have helped a lot of people keep in touch with friends/acquaintances from their past. Blogging has been incorporated into almost every corporation or business website. This helps businesses tremendously because they get live feedback from everyday people. If these businesses receive negative criticism, they get the chance to apologize directly to their audience and state not only their solutions but also an alternate point of view. The main gist of this presentation is that e-media and social media are constantly evolving. In the closing of the presentation, Larry compared these breakthroughs to the Industrial Revolution but in comparison, this is the Information Revolution.

Phil

Presentation