1.  Reputation Management Meets the “WikiLeaks Age”

2.  A New Data Deluge:  Opportunities Meet Analytical Challenges

3.  Here an App, There an App

4.  We’re Back in Business!

5.  Measurement Comes to the Forefront

6.  Wanted: Engaging Storytellers & Well-Written Content

7. Value of Public Relations Continues to Rise

8.  Transformative Online Practices Mature & Grow In Value

9.  Old Practices Come Back Into Focus

10.  Sharing of Resources In a Tight Economy

11.  Finally … Something That Won’t Change

My favorite prediction is the one that says things will stay the same, prediction #11.

The overuse of e-mail and technology to hide from reality. Leaders will continue to hide behind technology when dealing with tough issues. Our ego and desire to stay away from conflict will mean we continue, at times, to choose a method of communication that feels better, but won’t be as successful, and in the end, will waste valuable time. It might feel good to send off an angry e-mail, but passive-aggressive conflict on e-mail escalates faster and lasts longer.

People, including professional communicators, have come to hide behind veils of email, IMs, Facebook likes and Twitter updates. Text can be shaped into wondrous creations of enduring beauty but are a poor substitute for the sound of an earnest voice, firm handshake and sincere eye contact.

What do you think?

Cheryl Goldberg, one of our expert writing consultants, offers some of the criteria companies use to identify the most strategic case studies. You can read more on Cheryl’s blog here.

Star Power

If the customers you’re going after Fortune 500 companies, you’ll certainly want the legitimacy that having case studies from big name customers will provide. Certainly, I have plenty of clients chasing after these big names.

However, beware that these are the most difficult to line up and can result in wasted resources. Many large companies have policies that prohibit them from endorsing other vendors’ products—thus be prepared to expend much more time and effort finding big companies willing to do a case study. Even if a company says they do case studies, approvals may be withheld at the last minute, often with no explanation. This can result in wasted money for stories that are never approved. You can minimize (but never completely eliminate) this risk by determining in advance the company’s policy on case studies, who’s in charge of the project, and ask their permission before beginning the process.

Target Industries

Often, customers are concerned about whether you understand their specific industry—whether that’s manufacturing, retail, or life sciences. Creating case studies about customers in all of the industries that constitute your target markets will ensure you have the right materials on hand to alleviate those concerns.

Product Line

Clearly, you’ll want case studies for each product in your product line so you can demonstrate your success in delivering promised benefits for each product.

Geographic Area

Some companies target case studies geographically. For example, one client that markets to physicians highlights customers practicing in each region of the country.

ROI

ROI can be extremely difficult to quantify. In many cases, companies that want a lot of case studies will produce some that highlight qualitative benefits. Still, make sure that some of your case studies demonstrate strong quantifiable ROI.

Momentum

In many cases, quality will be more important than quantity. If resources are an issue, you don’t really need dozens of case studies that illustrate the same point. It’s better to make sure you have at least one case study for each key product, target market, or other initiative. At the same time, some companies find it very important to demonstrate momentum and adoption in their marketplace. One way to meet these requirements is to create customer press releases; short and sweet descriptions about your new customers and why they’re choosing your products and release them on an ongoing basis over the wire services.

Miscellaneous

Every once in awhile, I’ll come across a unique reason to create a case study or customer press release. For example, one company produced customer press releases and case studies specifically about customers who had come to them after defecting from their main competitor. This was an interesting exercise because no customer will allow you to directly say that they dumped a previous vendor in your favor. What you can do is produce a standard case study or press release about these customers. And presumably, the sales rep can fill in the missing details in one-on-one conversations.

Another customer had come from a business that had evolved over time from a document printing company to one that automated document processes. A prize case study for them was one that covered the entire automated process, rather than individual automated capabilities.

Companies produce case studies for many reasons. When you’re looking for customers to profile, chose the ones that are most strategic for your business.

How does your organization select customers to profile with case studies?

Recently, Shankman made a post I think deserves your attention. Ever since the first issue of Fast Company back in 1995, and before that, in everything Tom Peters ever tried to teach us, we’ve been aware that we — you, me, him, her — are the brand.  In my case, my company and my personality are almost synonymous. What I’ve learned is that many marketing consultants don’t manage their own personal brand with the same energy and diligence as they’ve applied to their clients. And that’s the problem.

During the past 20 years the “company man” has become a fossil.  Today, every one needs to be a star — a super star — every day.  And no one else is going to manage your brand for you.

Here’s an excerpt from Shankman’s post:

It is no one else’s fault if your personal brand isn’t how you want it to be. It’s not Facebook’s fault. It’s not Twitter’s fault. It’s not LinkedIn’s fault. It’s not the fault of someone who wrote on your wall, or tagged you in a photo. [more]

Shankman’s post is scarcely more than what I excerpt, but I encourage you to follow him because whatever he has to say is important.

Joe Jonas with Special Olympian

We’re thrilled to share a delightful thank you note from our friend and colleague Kirsten Cherry, VP Public Relations & Communications for Special Olympics of Northern California & Nevada.

Kirsten was recently in a pickle and needed some expert PR help for a Bay Area Fun Run where Joe Jonas (of THE Jonas Brothers!!) was participating. Not exactly the kind of match we normally make here at HIGH TECH Connect, but who can say no to helping special kids, or letting Joe Jonas down?!

Whom did we know who could KICK BUTT for Kirsten and promote the heck out of this fabulous event? Our friend and PR goddess Heather Lowles.

Hi Rene-

Just a quick note to thank you for connecting me with Heather. Her talents, skill and energy were most helpful to me and Special Olympics Northern California as what was supposed to be a “small” event turned into something more significant with much different expectations.

Heather is all you said she would be, and much more. She is professional, results-driven and willing to jump into action at a moment’s notice. But, more importantly, it didn’t take long for her to get up to speed and become effective. Her persistence helped us get important media coverage in the South Bay – part of that was responsible for driving 300 participants to the race and raising $60K.

Most of all, I consider Heather a good friend and colleague after a mere 6 days together! I learned if you feed her gluten-free food and some wine, she might even be a friend for life, or at least she might be a swim buddy the next time I feel the need for an open water swim!

So, I leave you with my gratitude and the attached photo from the Joe Jonas Fun Run. No it’s not Joe, and methinks I need to let Heather tell you the story of the “clean bottle guy.”

– Kirsten Cherry, Vice President, Public Relations and Communications, Special Olympics Northern California & Nevada

Sharlyn Lauby writes: One of the keys to being a successful consultant is information – having it at your fingertips the moment you need it.

While some sources might come and go depending upon the projects I’m working on or the hot topics of the day, there are a few that I keep bookmarked and ready, because I seem to need them on a regular basis.

My top 11 suggestions for online resources that cater to the needs of consultants are listed here. This is just a starter list — add your own suggestions in the comments.

Contact us if you need some help, or know someone who does. No fees from High Tech Connect. Just part of the community trying to get more talented colleagues to work—especially in this challenging economic climate.

And follow us on Twitter #HAPPOSV and #HighTechConnect.

• Between the announcement on Feb 5 and Feb 20th HAPPO had more than 10,000 mentions in social media!
• More than 250 mentions of HAPPO in blogs
• More than 9,693 #HAPPO tweets
• 4,334 Tweets the day of the event

HAPPO Facebook Site

• 1,218 Fans (61 active fans)
• 84 interactions this week 43 likes, 12 comments, 51 wall posts

HAPPO Twitter handle

• 1,038 followers, 73 lists, 315 tweets, 672 link clicks

We are all looking forward to the next HAPPO event, prepared with even more open jobs and information for the PR crowd.

High Tech Connect’s Michelle Stewart and René Siegel are proud to be the Silicon Valley market champions, and will participate in this virtual event via Twitter. HAPPO “market champions” like High Tech Connect will help by retweeting and connecting job seekers on Twitter with potential employers in their specific market.

Leading up to Feb. 19, job seekers are encouraged to develop creative blog posts, pitching themselves to prospective employers and sharing via Twitter during the event on Feb. 19 using the hashtag #HAPPO. Please join us and help spread the word so we can get more people working.

PR consultant Tom Woolf blogged about this power of engaging in a conversation with your customers and colleagues. And the toughest part… the letting go of control. He specifically details how the U.S. Army is promoting its brand with the help of “no control” social media.

Read more about ArmyStrongStories in Tom’s article, Embracing Social Media Means Letting Go of Control.

Anyone requesting press releases or writing press releases must read this article. Carefully. And then re-evaluate what you can offer your employer or client. The PR model is moving–quickly and efficiently in a new direction–and if you aren’t moving with it, you’ll be left standing with the typewriters and press kit folders of yesteryear.

http://www.briansolis.com/2009/05/reviving-traditional-press-release.html