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Posts Tagged ‘Eastwick’

Break Down the Silos: Communications as the Great Unifier

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Today we bring you a guest post from Barbara Bates, CEO and founder of Bay Area firm Eastwick.

Everywhere we look or listen, there’s noise. Content proliferating. New and proven media outlets claiming their turf. Everything, it seems, is a potential platform where marketers promote their message and get their stories heard.

The noise is getting louder – and more confusing, especially as companies communicate across ever-growing touchpoints and disciplines. We see the results: social media gains followers, but with unaligned audiences. PR drives site traffic but visitors bounce because of confusing messages or weak calls to action. Salespeople follow up on leads only to report that prospects misunderstood the product. AR insights delight the C-suite but never reach digital marketing teams. Employees describe the company in their own words, adding to the confusion.

We all know we can do better. The question haunting most marketers is: HOW?

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Mediabistro Course

Storytelling for Media Professionals

Storytelling for Media ProfessionalsStarting April 22, this in-person workshop will teach you the specific ways to incorporate storytelling into your personal and professional life. Students will examine the role of storytelling in business and put their newfound skills into practice with a series of improvisation, writing, and presentation exercises designed to help them uncover personal stories. Register now! 

6 Journalists Talk About What ‘Good PR’ Means to Them

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This guest post comes to you courtesy of Caitlin Epstein, senior associate at Eastwick.

Stalkers. Hagglers. Pests. As a public relations professional who is paid to understand public perception, I’m well aware of the reputation of our profession.

The age-old rivalry between journalists and PR is one we hear about often, whether it’s through a dreaded “PR pet peeve” article, tweets from reporters or even inquiries from clients. I, however, find the rivalry a bit petty and feel that the public misses out on part of the story—a big part of the story. Regardless of arguments to the contrary, reporters rely on PR people and most are not afraid to admit it. Our profession was created to facilitate the rapport between companies and media, and the majority of the time, we do just that.

There are times when we screw up, of course: you may have seen the recent New York Times article criticizing a PR agency for its poor handling of a client’s announcement, and DigiDay also recently published a list of PR habits that drive reporters nuts. Every time one of these articles goes viral, the Eastwick office is abuzz with conversation on the nuances of PR. At this point, we have a pretty good idea of what to avoid in order to keep the peace. However, I’m always left wondering what the other side of the equation is—how and when does PR help reporters?

That question in mind, we decided to reach out to some of the journalists we’ve worked with over the years to hear their tips, tricks and examples of how PR can serve as a resource instead of a pain.

Here are some of our favorites:

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Roll Call: MWW, French/West/Vaughan, Stonewall and More

MWW announced that Douglas A. Smith has joined the firm as executive vice president and general manager of its Washington, D.C. office. As former assistant secretary for the private sector, Department of Homeland Security (DHS), Smith brings over two decades of experience in business development, communications, coalition building, public policy, and creating and managing public-private partnerships among Federal, State and local governments, and private industry. In addition to reporting directly to the secretary, Smith served as the Department’s representative on the President’s Travel and Tourism Advisory and Export Promotion Boards, the White House Business Council, the President’s Job Council and the World Economic Forum Risk Officers Community. Under his leadership, the office dramatically expanded its global footprint. Prior to his appointment at DHS, Smith was the managing partner of T Street Partners, where he provided clients ranging from Fortune 100 companies to philanthropic and not-for-profit organizations with strategic counsel and public affairs consulting. (Release)

French/West/Vaughan (FWV) announced the hiring of Glen Fellman as senior vice president/chief creative officer, with oversight of the agency’s creative and interactive design teams. Previously senior vice president/group creative director at Durham, N.C.-based McKinney, Fellman has developed integrated marketing solutions for clients such as Nationwide Insurance, Meijer, Lenovo, Qwest Communications, Sonoma-Cutrer Vineyards and Brown-Forman’s Southern Comfort whiskey brand. Prior to joining McKinney in 2005, Fellman served as associate creative director at Minneapolis-based Carmichael Lynch. Prior to joining Carmichael Lynch, he handled senior copywriting duties for pioneering interactive company, MarchFIRST, and was an in-house senior copywriter with Target Corporation’s department store division. (Release)

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Spin the Agencies of Record

Nope. Not that.

“My first job was in retail at the age of 14, and I have worked in the industry ever since.” – Rachel Roy

The National Retail Federation has retained digital agency Rain (PR AOR Sunshine Sachs) to create digital shorts for its industry campaign site This Is Retail. The purpose of the campaign is to convince young people that a career in retail doesn’t necessarily mean working the register for $10 an hour.

NRF SVP Bill Thorne says “We want young people to think retail when they are on the job hunt”, because the booming industry truly does need more employees at a time when jobless rates for young grads are near record highs. The videos are clever (watch one after the jump), but good luck getting young folks to say “Hell yeah, I work in retail!”

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Tech and Govt. Vets Form Dream Team Firm

Big names, big news: Eastwick–a tech communications agency that helped build some of Silicon Valley’s biggest brands over more than two decades in the business–has officially launched a new independent consulting firm called SocialxDesign (read “Social by Design” or “SxD” if you don’t feel like typing it out). The firm’s prime movers comprise a team of PR industry veterans whose resumes run from the offices of scruffy tech start-ups all the way to the White House and the State Department.

New firms open every day, but SocialxDesign is different: Led by Eastwick CEO Barbara Bates, White House PR man Toby Chaudhuri and Deloitte vet Giovanni Rodriguez, SxD describes itself in a press release as “a new strategy consulting firm focused on helping businesses, government agencies and NGOs remake themselves for the socially networked economy” by expanding services, reducing costs and creating real-world value within their respective markets. The group lists its three primary services as “Discovery, Design and Delivery” while throwing in a few key phrases like “quantitative audit”, “strategic positioning” and “technology implementation.”

Sounds good, but what does it mean?

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