Blogging on the rails

Literally. I’m on a Via Rail train bound for Montreal and I wanted to see how easy it is to do an in-transit post. (Very easy.)

For most of the ride, the connection has been smooth, if a bit slow. And I’ve been able to download emails, and visit websites and blogs. In the past, I’ve had trouble working on Outlook and I’d get booted off the internet more frequently than not. But that was then (six months ago) and things seem to have improved.

For what it’s worth, I think Via is the ideal way to travel from Toronto to Montreal. The time involved is practically the same, it takes you from downtown to downtown, you get fed, watered and you can read, work, listen to music, talk. It’s a pleasant reminder of simpler times and virtually stress-free.

Truly understanding your market

I didn’t realize Winnipeg had earned the dubious distinction of being the ‘car-theft capital of Canada’. (I did know that during especially cold spells, people left their cars running and other people ‘borrowed’ them to avoid freezing.)

But I guess if you were living there, the car-theft moniker is something you would have been all too familiar with. And, if I was planning any sort of car marketing program in Winnipeg, that little detail would have been easy to suss out.

However, in yesterday’s Globe and Mail (subscription required), there was a story about how Ford of Canada had to apologize to Winnipeg for an SUV print ad they ran with the slogan, ‘Drive it like you stole it’. The company has since pulled the campaign.

I suppose the marketing agency thought the concept was creative and edgy. What they didn’t realize was that in addition to calling out the City’s epithet, the ad ran on the same day as a front-page Winnipeg Free Press story about a youth who was being sentenced for killing a cyclist, while driving a stolen car.

So who’s to blame? Ford? The advertising agency? I’d say they’re both responsible.

This type of situation should be fairly easy to avoid if an organization takes the time to get to know its market, build relationships on a grassroots level and not simply apply a one-size-fits-all approach.

Sounds like PR doesn’t it?

We develop an understanding of a community by thoroughly researching and identifying local issues, idiosyncrasies and trends, and conducting in-depth environmental scans that help spot potential hot buttons.

Perhaps companies should look to their PR counsel to provide this type of strategic intelligence at the outset of a marketing program, so they can avoid backing up into a brick wall.

A new online Palette (PR)

We relaunched the Palette PR website today. It’s a whole new look that reflects the type of agency we’ve become; our approach and offerings. It’s also the debut of our in-house designer, Andrew Glenn, who will enliven Palette’s graphic and online capabilities.

And, I’m pleased to say it’s the home away from home for this blog (i.e. the my(PR)palette is featured on the website under ‘In the News’).

Have a look and let us know what you think.

A mall of information

I was watching Adaptation again last night (what a film!) and wanted to know the name of an actor who played a certain role. So I went to imdb, typed in the title and found out without ever having to leave the room.

Earlier, I wanted to find the lyrics to a somewhat obscure musical by Jules Feiffer I’d seen at a university cabaret, did a quick search, and sure enough there they were.

It wasn’t so long ago that we had to rely on our memories or ‘look something up’ in a book or at the library.

Now, we have a virtual ‘mall of information’ available at our fingertips anytime we’re online. Certainly there are gaps and we still have to research, process and analyse the results. But it still amazes me that we have so much ‘all under one roof’.

My take on blogger relations

So much has been written and/or talked about PR folks reaching out to bloggers with stories and news. There’s been a lot of ‘tiptoe round the tulips’ advice (e.g. tread very lightly) and comments about how different it is from traditional media outreach.

Well, we’ve been engaging bloggers for just over a year now and, I believe that if you’re a good PR practitioner (ethical, honest, creative), the approach is the same.

1. Identify the outlet (msm or social)
2. Get familiar with the writer by reading what they write
3. Figure out what kinds of stories might interest them
4. When you have an idea you think might work, get in touch and politely ask if they’d like to receive it
5. If no, thank them for their time
6. If yes, send them your best story pitch that demonstrates an understanding of their interests and why it might appeal to them
7. Follow up politely
8. Repeat when appropriate

I know this sounds simple, but in my books an informed, thoughtful and measured approach is the best way to engage people regardless of whether they’re writing for old or new media.