Localize, Humanize & Socialize Your Way to Regional Media - A Special Post for DesignMatters

I'm excited to share my guest post for the International Interior Design Association's (IIDA) blog DesignMatters on getting regional media coverage. It's always nice to be invited as someone's guest,  and I'm honored to contribute to this respected organization's mission in helping and educating their members.   Be sure to stay tuned, as I'll be writing a special PR post for DesignMatters every month. 

Localize, Humanize & Socialize Your Way to Regional Media

It may be a big coup to be published in House Beautiful, but are you reaching the buyers in your backyard? Read more.

Stop Pushing! PR is Organic, Not Forced

In June, my client Allan Shulman will be hosting a book signing at the historic Barcardi Building during the AIA National Convention for his new book Miami Modern Metropolis, and Architectural Record has enthusiastically signed on as a supporting partner. I’m particularly excited about this event. Not just because it will be held on the amazing Plaza or that it’s in Miami, but because it’s a result of one introductory meeting I arranged with the magazine’s editor months ago.

You see, Shulman was much more than just his book. He was extremely knowledgeable about Miami architecture and urban development themes and he had this fantastic way of getting you excited about it. I knew that his expertise would be greatly appreciated and resourceful to the editors and pitched a meeting in New York. Just as I suspected, Shulman blew them away, sharing intimate knowledge and leads that went well beyond his own architectural projects and helped them produce the content for their June issue. Not only will the magazine publish a book review, but Allan will be a featured interview on the magazine’s web site about Miami architecture, and he’s been asked to write a bylined article for the issue too.

PR is not forced, it’s organic. It flourishes when you’re strategically giving, rather than selfishly expecting. And it’s so exciting to watch. Without literally sitting in on editorial and business meetings, I couldn’t have developed and pitched all those ideas to the magazine. Nor was it my job to. It’s the editor’s job to consider the sources and use them to support their editorial and business goals. It’s my job to understand the media’s needs and be resourceful. With thoughtful strategy and good timing, Shulman now has a working relationship with one of the most esteemed architectural magazines on the market.

Instead of just asking “what can I get,” think about what you know and how you can help the media produce great stories. Then step back, let them do their job and watch the opportunities sprout naturally. Only then will you truly experience the organic nature of a good media relations campaign.

What Synergy Looks Like in Marketing

Synergy. You hear that word alot in PR speak. Its the beautiful marriage of two or more brands that come together to reach mutual marketing goals. And when its right, its electric and has the power to really move and excite people.  If you want to know what synergy is, take a look at this partnership. The San Francisco Museum of Modern Art (SFMOMA) teams up with Gap to promote SFMOMA's 75th Anniversary. Gap gets to show their "we're cool design hipsters" side,  SFMOMA gets to promote their anniversary in a fresh new way and reach the "we're cool design hipsters" crowd, and everyone gets to look like a "cool design hipster" in a limited edition T-shirt. And, oh yeah. There's all that great publicity for both of them.

Gap T-Shirt designed by Rosana Castrillo Díaz

Social Media Strategies, Just a New Hat on "Old" PR Strategies

Just how can you use social media in your public relations plan? Are they different? The same? This excellent case study by Shift Communications helps put it all in perspective, and shows us how a well thought out, strategic plan merging both social media and traditional media can build awareness for a business. While many of you may be at a loss for ideas in the "new" media world (that's not that new anymore), what you'll see here is that the strategies are not new at all. The cornerstones of any good PR program include reaching influencers, getting and listening to feedback, building word of mouth, and knowing your customer and the media. We've just got a whole new set of tools and platforms to carry them out through. So think: How can you put a new hat on some old tricks?