How blogs benefit clients, radio news releases, more

How will a company blog benefit my client?

Blogs
How will a company blog benefit my client?

The majority of consumer communication today is happening online. Web forums allow anyone with a keyboard and an opinion to seek advice and sound off. Meanwhile, marketers look at blogs as an opportunity for added consumer exposure.

The mere existence of the Internet automatically means a company has an online presence through forum discussions, consumer Web sites, and blogs. But clients are often wary of these Web applications and are more comfortable with controlled communication, says Kerri Erb, VP/director of media services at Wheatley & Timmons.

"They fear the talk-back aspect of social media," she adds.

Erb points out that company blogs can have many advantages. "They give the client a means of establishing a voice online, allowing for a more approachable, conversational tone," she says.

She also recommends regular updates to encourage consumer participation. This opens up a vital consumer-client dialogue.

"The point is simple," Erb notes. "The conversation between your consumers is going on in the background anyway, so instead of ignoring the whole affair, wouldn't you rather be a participant?"

Radio
How can I make my radio news releases have the most impact for my client and takeaway for the consumer?

Radio news releases can be a great way to enhance your ongoing brand awareness initiatives.

Mary Lou Davidson, VP of Matrix Media, recommends terrestrial radio as one of the most viable options for reaching consumers. According to Arbitron, 77% of Americans say they expect to listen to AM/FM radio as much as they do now despite increasing advancements in technology.

When creating a radio news release, Davidson suggests you should keep your message to one key point and always close your release with a Web site or phone number where consumers can learn more.

She adds that it isn't always a good idea to use a spokesperson sound bite. "In 60 seconds or less, you have just enough time to reach the listener with your key point," Davidson explains. "Segueing to a spokesperson can be distracting."

Events
What's the best way to design a security plan for my event?

"Security at public events is a significant aspect that should get as much attention as lighting, sound, or signage," advises Matt Glass, managing partner at Eventage.

The first thing you need to do is evaluate your exposure and risk by asking yourself key questions. Does your celebrity have a clear and safe path from the car to the stage?

In order to keep everyone safe, do you have a handle on exactly where the crowd will gather?

Glass recommends identifying where any of your assets could be at risk, and then reducing the risk with resources like barricades, stanchions, staff, and professional security.

If you are hiring a security firm, he adds, it is important to make sure they are bonded and licensed, and that their officers are well-trained and have working communications equipment.

"Remember that you don't always need a security guard at every pressure point," Glass explains. "Good event staff are sometimes better at customer service while performing a security role."

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