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Posts Tagged ‘The Boston Globe’

THIS JUST IN: Comms Jobs ‘Require Varied Skills’

shutterstock_144727720Here’s a quick one: the Boston Globe called on correspondent Patricia Hunt Sinacole—who happens to be the president of HR consulting firm First Beacon Group—to give a reader who works in marketing a better sense of how to make the switch to PR. Why? Because “working with clients” is the greatest thing ever.

The pub contacted Craig Librett, senior director at Westcon Group, who said:

“Public relations is probably the least understood function in all of marketing. It’s most popularly been portrayed (inaccurately, I might add) in movies like ‘Wag the Dog.’

Our industry is squarely focused on moving the needle regarding how people view a company or individual—and includes customers, partners, and the media…Few realize that—when reading an article in a publication and it mentions a company— a PR person most likely was behind getting the journalist to write the story. Social media avenues (such as Twitter and Facebook) have opened up a whole new world for PR professionals—meaning a new way to guide public perception.

A little dry, perhaps, but accurate—and we’d argue that more and more people now make the realization he mentioned. Our favorite oft-uttered line:

“Anyone with a strong writing background has a great chance of success.”

What do we think of Librett’s description as an elevator pitch for the industry? And how can we sex it up a bit?

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JetBlue’s Premium Service Rollout Strategy: ‘Don’t Call It First Class’

jetblue-mint-serviceWe’ve been watching JetBlue‘s “Mint” service rollout campaign with interest this summer because it makes for a great case study in brand messaging.

The basics are these: JetBlue has, despite some colorful incidents, established a reputation as the “we all fly coach” airline for the little guy—an image reinforced by clever “we get it” stunt campaigns. The Mint offering toys with that equation by giving certain passengers on certain cross-country flights (New York to LA and, later in 2014, NY to San Francisco) a “premium experience”, but during the rollout, JetBlue’s comms team has taken every opportunity to remind the public and the media not to call it “first class.”

The web copy is telling:

Screen Shot 2013-10-13 at 11.45.15 AM

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PR Tips for Startups

StartupYesterday Boston.com, a property of The Boston Globe, ran a great listicle by PR man and 451 Marketing founder AJ Gerritson titled “7 PR Tips for Startups”. Since quite a few firms have startup clients, we think the piece is well worth a read–but we’ll summarize its key points here. Key question: what should startups do to make sure they’re ready to make the most of any and all exposure they receive after going public?

  1. Make sure you’re prepared for the attention. Essentially, the time to ensure that your website looks good, works well and places highly in search engine results is before you put out a press release.
  2. Build your PR toolkit. You may be excited to let the world know how great your company is/will be, but don’t do it without well-written summaries, executive bios, and jpegs (bloggers have to use something as the featured image, you know).
  3. Know your Market. Seems like a no-brainer, but we take this to mean you need to truly know your market–don’t just guess at who your target audience might be. Figure it out through research.
  4. Find partners. It’s much easier to navigate the media minefield when you partner with someone who knows how to do it. Gerritson advises startup PR folks to emphasize that relationship by posting on a partner’s blog or holding jointly sponsored events. Both great ideas. Read more

Revolving Door: Olbermann, ESPN, ‘GQ,’ and More

Photo: Current TV

Keith Olbermann has been bringing a lot of attention to himself and Current TV with the debut of the latest iteration of Countdown. The ratings for the first episode were an impressive 179,000 for the 25-54 age group, which surpassed CNN and pleased Olbermann. The PR continued this week with an appearance on The Late Show with David Letterman.

Some noted that Olbermann used his new Current TV gig to criticize his former colleagues. “It may seem like score settling, but that’s part of the Olbermann brand. Successful TV talk hosts are able to meld their personalities and their material,” notes Time today.  ”Olbermann’s gift on Countdown has been to turn his ‘me against the Man’ attitude into an ‘us against the Man’ mantra as he enjoins his audience to resist corporate power.”

After the jump, some more of this week’s major media moves.

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‘Boston Globe’ Launches Public Affairs Program

The Boston Globe has launched “Building a Better Commonwealth,” an effort to bring greater engagement into the public affairs process. Key to the program are a series of discussions that will bring together citizens, civic groups, and businesses to discuss how to make Massachusetts a  great place to live and work.

The discussions will be held in live meetings and digitally at Boston.com/better. The first meeting in the series will take place today from 4p.m. to 6p.m. at the Paramount Center in Boston. It will focus on “Cultivating Talent” with Gov. Deval Patrick and Jim Koch, founder and chairman of Boston Beer Company among those in attendance.

Boston Gets Its Drink On with Two New Blogs

Boston.com has launched two new blogs about booze. The first, 99 Bottles, is focused on craft beers, and is edited by The Boston Globe‘s features editor and beer columnist (best beat ever) Steve Greenlee. He can be reached at greenlee@globe.com and @SteveGreenlee. IT will focus on news, reviews, and all things about the local craft beer community.

The other is By the Glass, covering wine news and reviews. The Globe‘s wine writer Stephen Meuse (correction, this is the best beat ever) will be taking charge of this one, and he can be reached at bytheglass@globe.com.