Archive for the ‘Public Relations – Changing World’ Category

Five Essential New Tactics for a Successful Tourism Marketing Strategy in 2016

October 7, 2015

Coastal View

[Julia Pfeiffer Burns State Park. Photo Credit: Marianne Schwab]

Thinking about your 2016 marketing plan? Here are five new tactics to help tourism marketers attract more visitors from social media.

Wherever travelers go in 2016, they’ll be using social media to discover the best spots, plan their itinerary, and share their memories with friends.

The challenging (but also rewarding) part about social media is that it doesn’t sit neatly in one place of your visitor’s journey. Instagram might be where visitors first get inspired to learn more about your venue or destination. But it’s also where they learn about a local hike or decide to visit your wine region while visiting.

In this article, I’ll share five tactics that will help you build a successful tourism marketing strategy in 2016. These are based on interviews with destination marketing experts and strategies we see working in the travel industry.  Read More

ACKNOWLEDGEMENT:  The preceding blog post is shared from HootSuite.  Five tactics are detailed are on their blog post.

Peace and coconuts,

Marianne Schwab, Executive Producer, CMP Media Cafe

Follow us on Twitter:  @CMP_MediaCafe

Nielsen’s New Total Audience Report: If You Think TV Is Dead, Maybe You’re Measuring the Audience Wrong

June 23, 2015

The TV world may love to hate Nielsen, but now the measurement giant is arming media companies with a new report that could aid their fight against digital rivals.

Nielsen sign

The message of Nielsen’s new Total Audience Report: comparing online video views with the audience of a TV program is an apples-and-oranges endeavor.

“It may seem that tens of millions of video views is a much bigger number than a few million persons in the audience of a TV program, but the TV number is expressing viewers in the average minute of the program,” Glenn Enoch, senior vice president of audience insights at Nielsen, writes in the quarterly report. Read more

IMPORTANT:  The preceding blog post is shared from The Wall Street Journal.  The report comes weeks after both TV networks and digital competitors made presentations to advertisers at the upfronts and NewFronts in the hopes of securing ad contracts.

Peace and coconuts,

Marianne Schwab, Executive Producer, CMP Media Cafe

Follow us on Twitter:  @CMP_MediaCafe

End of an Era: West Glen Communications Closes Its Doors Under Chapter 7 Bankruptcy July 10th

July 17, 2013

WestGlen Communications began in 1970 as a distributor of sponsored 16mm films and as a producer/distributor of news films, the forerunner of video news releases. Their early clients were sponsors of television documentaries who wanted further exposure in the nation’s classrooms.  From those beginnings, they grew to be a leader in broadcast public relations and weathered many of the storms of our industry over the past decade and was on the cutting edge of providing services in the emerging technologies.

WestGlen filed for Chapter 7 bankruptcy on July 16th and their entire staff of employees were let go.  I had heard the rumors flying for weeks from several colleagues that WestGlen was in trouble, but thought they were just that – rumors.  For anyone who worked with them on the production side, we were well aware of behind-the-scenes cash flow issues from time to time, but they always seemed to pull it together and land on their feet.

You may not know that I was WestGlen’s dedicated West Coast Producer since the late 90’s for over a decade producing for them where ever in the country I was needed.  Even after I launched CMP Media Cafe, we still worked together and always had a “gentleman’s agreement” regarding clients.  You may not have known that I produced VNRs, SMTs, PSAs, and more for them since I was their “ghost” on the coast so to speak and worked seamlessly as a part of their organization (not revealing I was a stringer for them and other organizations as well), but I feel I no longer have to wear the “cloak of invisibility” with this recent public announcement.  They knew their clients were in good hands when they assigned projects to me under their company banner and it was my job to uphold their stellar reputation.

BobGreene-MarianneSchwab-June2009I really enjoyed working with their team of professionals on the East Coast and my many interesting assignments over the years that took me into the offices of Governors and the dressing rooms of movie stars to less glamorous locations like the grape vineyards of Coachella east of Palm Springs. But all good things must come to an end, I guess.  The assignments started to decrease around 2006 when they hired some excellent full time producers which had become more economically feasible than hiring “freelancers” and my last project I produced for them was in June of 2009 – a remote satellite media tour with Bob Greene at a supermarket in Thousand Oaks.

I’m sad that this institution in broadcast public relations has shut down after it had managed to hang in there for over four decades.  I have always held WestGlen in high regard, enjoyed our professional relationship and it was an honor to provide them with production services they could rely on.

As they leave a hole in this industry, they will be missed.  I hope you’ll consider letting CMP Media Cafe assist you and your clients to achieve your broadcast campaign objectives in their absence.

Peace and coconuts,

Marianne Schwab, Executive Producer, CMP Media Cafe

Copyright (c) 2013. CMP Media Cafe. All Rights Reserved.

FCC Set to Drop Ban on F-word, Nudity on TV & Radio Stations Nationwide

April 9, 2013

Television-Red-F-WordThe Federal Communications Commission (FCC) governs a lot of what we see on TV and hear on the radio.  It’s been a good thing for the most part.  But did you know that the FCC is set to drop its ban on the f-word and nudity on television? It also  includes radio stations nationwide.

The FCC announced it is considering dropping current broadcast decency standards that ban explicit profanity and “non-sexual” nudity according to a recent press release.  This is not about the First Amendment but may be more about convenience.  They’re tired of all the complaints.

Parents and grandparents should be very concerned about this since if enacted, the new FCC policy would allow network television and local radio stations to air the f-word, the s-word and to allow programs to show frontal female nudity, even during hours when they know children will be watching and listening.

The FCC is accepting comments on the proposal from the viewing public until the end of April.  Find out more about how you can weigh on this hot topic at the American Family Association and let the FCC know your thoughts on lifting bans of this nature.

Peace and coconuts,

Marianne Schwab, Executive Producer, CMP Media Cafe

Copyright (c) 2013. CMP Media Cafe. All Rights Reserved.


When Viral Video Works and What Publicists Can Learn from It

March 6, 2013

The publicists and producers for Oz, the Great and Powerful must be doing handsprings over this little social media moment gone viral – not just in broadcast media, but social media as well.  Chris Stark of Scott Mills’ show on BBC Radio 1 interviewed Mila Kunis during a press junket about her latest film, Oz, the Great and Powerful, touching upon everything from lad bombs watching Watford play and Blue Moon beer.

If you’ve ever seen the movie, Notting Hil, then you’ll love this Mila Kunis interview reminiscent of “the Fox & Hound William Thacker interview with Anna Scott” but the Hugh Grant part is played by a green BBC radio reporter who is smitten with Mila.  Take a look at their candid conversation during a recent movie press junket:

This interview is a great example of how actors become so numb when they do publicity for a film and answering the same questions over and over in press junkets that they crave anything that breaks the monotony.  Sure, the publicist could have stepped in when this interview strayed off course, but they let their client run with it thus giving way to some soundbite gems  that may garner more press than the interview would have otherwise. By letting the reporter “go rogue,” it also exposes a celebrity client in a real and  genuine way that thousands of potential movie goers and fans can relate to.  I’ve met Mila several times (in my pilates class, actually) and her candor and humor is genuine so it was no surprise to me that she handled this curve ball so generously.  With that said, there may be some celebrity clients where this approach may expose them in a non-flattering way, but publicists will know their client and when to step in.

Now, in the old days (i.e. pre-Social Media), this off beat interview would have been conducted behind closed doors and aside from the BBC Radio 1 listening audience, no one else in the world would have heard it or seen it.  But in the perfect storm of 21st century social media, it’s become a viral video on YouTube with over 2,886,708 views in just two days of posting at the writing of this blog.  No doubt these YouTube views were driven by millions of Facebook posts, tweets on Twitter, and additionally fueled and synergized by the numerous  broadcast TV programs (like TODAY and entertainment programs) and talk radio exposure.  This may very well be a case where the broadcast television exposure drew viewers to the laptops, iPads, and smart phones to get a first look for themselves.

You can’t plan this type of publicity or can you?  You could attempt it, but it would never end up being as organic, believable and endearing as this genuine darling conversation/interview that has exploded onto the social media scene.

What you can do though is encourage reporters to ask more candid questions than the standard boring ones like, “Tell me about your character in this film.”  What this no holds barred press junket interview by a cub reporter exhibits is the power of letting “your hair down” in an interview.  More people may go see this film since they saw an interesting side of Mila instead of the traditional and boring Q &A.

Before I close this blog on viral video, here’s another great effort by Dove (produced by Ogilvy Tornoto) that is gathering steam on YouTube.  This is an excellent example of creating a great campaign that will also work for social media – real beauty is not photoshopped.

This was posted just three days ago and already has over 42,000 views.  Not bad.  The right public relations strategy synergizing broadcast television with social media will skyrocket this video viewership and create great brand awareness and goodwill for Dove.

NOTE: I just updated this blog from writing it two hours ago and the Mila Kunis Video now has over 3,060,000 views.

Peace and coconuts,

Marianne Schwab, Executive Producer, CMP Media Cafe

Copyright (c) 2013. CMP Media Cafe. All Rights Reserved.

Consumer Impression Update: Nielsen to Add Streaming Data

February 26, 2013

Broadcast public relations is a ratings game.  Whether it’s Arbitron or Nielsen, the magnitude of audience impressions is what it’s all about.  As the public relations world scrambles for the earned placements on television programs, marketing departments and ad agencies have been facing challenges as well with the ever evolving world of electronic and digital media.  Audiences that were once streamlined into the four to five major television networks, are now scattered throughout the 500+ cable channels, mobile devices, and a myriad of other digital entertainment streaming.  So how can you corral the audience data as the outlets continue to evolve?  Well, as reported by Alyssa Rosenburg, Nielsen, the gold standard of viewership impression data, is making changes to address this very issue.

There are a lot of details that have yet to be reported, but this is big: according to The Hollywood Reporter, Nielsen, the company that measures the ratings of television shows, is reportedly planning a significant shift in its ratings measurement system that will capture data about television viewing not simply through broadcast, but through streaming.  Read More.

Peace and coconuts,

Marianne Schwab, Executive Producer, CMP Media Cafe

Copyright (c) 2013. CMP Media Cafe. All Rights Reserved.

Is the Press Trip a Dead Duck?

February 20, 2013

According to Piers Fawkes, the founder and editor-in-chief of PSFK, a daily news site that acts as the go-to source of new ideas and inspiration, public relations executives are impeding media by failing to understand the change of process and structure in modern newsrooms.  If a PR person takes a member of his staff out of the office for three days on a press trip in the hope that they produce an article on their client, it means they could drop to half the production of content during those three days. That’s 35 articles less on his media outlet because someone went to write one piece on a product/company/project. And PR people want us to do that for free.

As a media owner, he wants to ask PR people to reconsider the jollies, the parties and the press-events. Newspapers and magazines are dying, news sites are failing — and PR people are carrying on in the same way they always have. He thinks many are out of touch with the reality of the way media needs to work today to survive.

Piers says that PR seems to be absorbed with social media monitoring – following all this social chatter from a windowless war-room. Meanwhile, they are ignoring how to evolve their processes so that they can get the story written about in the first place.  He advised that PR people need to behave like sales people and jump on planes and get to people’s offices or they need to hold video conferences and other ways to connect.

PR needs to adapt to the way modern media works. The South African conference promoter who wants me to travel for 20 hours should instead run a Google Hangout with PSFK featuring some of the speakers, the awards show PR guy needs to fly the Atlantic and take me through an iPad presentation of the best work during my lunch break, the luxury motor company needs to turn up outside our office with a ride when I’m planning to go home anyway.  Read more.

Peace and coconuts,

Marianne Schwab, Executive Producer, CMP Media Cafe

Copyright (c) 2013. CMP Media Cafe. All Rights Reserved.