January/February 2008

Welcome to 2008!

We hope your New Year is off to a great start! We began 2008 by announcing a new service, Social Content Integration, and look forward to telling you more about it and sharing examples throughout the new year.  

Please remember that you can go to www.sawmillmarketing.com and click on the BuzzCuts button on the upper left hand side of the home page to review past issues. And don't forget to visit our blog. Estimated reading time for this issue: 89 seconds.

The Sawmill Team - Susan Anthony and Jeff Davis 

Sawmill Launches 'Social Content Integration' Practice

Service Lets Clients Take Maximum Advantage of Online Opportunities

"With a bombardment of messages from a multitude of media, organizations can no longer rely solely on newspapers, magazines and traditional broadcast outlets to get their stories out," says Jeff Davis, Sawmill partner. "By using the services offered through our new Social Content Integration practice area, clients can reach audiences where and when people are paying attention, and that means online sources are now a critical element of a comprehensive public relations strategy."
 
Our new services include developing enhanced Web site press rooms that deliver information the media and search engines are looking for; social networking outreach to reach targeted niche audiences; corporate blogs and content syndication for a wider reach; Web site copywriting and search engine optimization services that deliver higher Google rankings; pay-per-click campaigns that deliver affordable and controlled results and social media press releases that offer useful content such as video.
 
The content-focused services are meant to enhance - and not replace - traditional public relations services offered by Sawmill, such as message development, PR planning and media relations.
 
"We are offering this new service because message delivery needs to be content-driven and directed by experts in messaging and relationship development," said Susan Anthony, Sawmill partner. "We believe public relations professionals should be in charge of online communications strategy rather than the IT department or someone who offers so-called Web 2.0 or digital services exclusively."

Media Training Tip #27 - Don't Mess with a Natural

Keep the Training Light-Handed When All That's Needed is a Few Tweaks

One thing we've experienced - twice recently- is the CEO who "gets it" and who only needs some light fine-tuning. Any attempts to script or mess with a natural can be dangerous, so when we recognize we're "training" someone of this caliber, we immediately shift to a different approach so the media training session doesn't un-do a good thing.

If you are thinking of media training for your CEO or spokesperson, keep this in mind, and be prepared to shift the agenda accordingly.

Crisis Planning Tip #14 - Spend More Time on Crisis Plan Than Picnic

Add a Crisis Plan NOW to Your 2008 Resolutions List

There's a great quote in an excellent article about crisis communications in the December/January issue of BusinessWeek SmallBiz:

"Small companies spend more time planning the company picnic than preparing for a crisis that might run them out of business," says Katherine Heaviside, president of a communications and crisis management firm in Huntington, N.Y.

How many businesses out there have their priorities out of whack? If it's you, here's another item to add to your list of 2008 New Year's resolutions - "develop crisis communications plan" (before company picnic planning gets under way).

Business Newspaper Editor Shares Publicity Tips

Learn Where You and Your Story Fit In

Want to see your name in the paper? It could come down to timing, a bit of luck, being prepared with the right information and knowing that a hard news story isn't the only way in the door, according to Joanna Sullivan, editor of the Baltimore Business Journal.

Speaking at a recent "Smart Reader" seminar, the 14-year veteran of the newspaper (eight years as editor), walked some of the paper's smarter readers through the various entry points and offered valuable tips on how to get the appropriate editor's (or reporter's) attention.

"Learn the different parts of the newspaper and see where you fit in," she said. This bit of advice could apply to any medium, whether it's The Wall Street Journal or local TV station, and it's key to establishing your company as a recognized member of the business community.