Opening Day is Thursday! Sort Of...

I make no bones about my affinity for Major League Baseball (specifically the Atlanta Braves; Phillies fans, you’re on notice), so naturally I am counting down the hours until Opening Day this Thursday*. Note the asterisk, as the season is technically underway already. The Seattle Mariners and Oakland Athletics played a two-game set in Tokyo last week; two official games that went unnoticed by the majority of fans, but meant worlds to baseball fanatics in Japan. MLB has been fostering their Japanese market for many years in an attempt to expand baseball support on the global scale, and it makes for an intriguing case study on audience awareness and client potential.

Above all else, Major League Baseball is a big-money business. Handshaking and cultivating relationships is an integral cog in any corporate landscape, and Bud Selig and MLB’s aim is to increase their market. Rabid baseball enthusiasts such as myself have been chomping at the bit since the last out of the World Series for the ensuing season to begin, so a ‘soft-opening’ overseas with 4 a.m. live broadcasts often goes overlooked and unappreciated. Why would the league’s decision makers tease its base with games that essentially feel and appear as no more than exhibition games? The answer harkens back to my first point: baseball is a business, and developing global connections is a fundamental aspect in its growth.

So how does this apply to your publicity aims? Do I really just enjoy discussing baseball and finding avenues to do so? (Yes, let’s talk playoff predictions, but this is actually PR-centric.) The heart of the matter is that it’s easy to neglect lucrative opportunities because they may not immediately strike you as such. We are living in a global economy, and while it’s important to connect with your base, cognizance of ‘outliers’ and ensuring your message reaches diverse outlets is imperative. We accomplish this goal for our clients with a litany of placements in varied trade and industry publications, some of which may not immediately come to mind, but pay dividends in name recognition and brand-awareness.  

At the expense of a broadcast ratings loss, Major League Baseball chose to play the first official games in a foreign city in an attempt to bolster their global relationships. Down the road, this may mean a larger MLB viewership, beneficial Japanese partnerships and, dare I say, a Major League baseball team overseas. Merely preaching to the choir is a classic exercise in selling yourself short; pursue niche markets and aim for international recognition to maximize your potential for success.

Always Expect The Unexpected

“The best laid plans of mice and men often go awry.” Robert Burns’ famous words are a timeless testament to how even letter-perfect preparation can unravel at the drop of a hat. The world learned the tragic news of Whitney Houston’s death Saturday night, the eve of the Grammys, and the immediate effects of the loss rippled through the music and entertainment business. The Grammys featured tremendous and well-executed tributes to Ms. Houston, all of which were pieced together at zero-hour upon news of her passing; showing that anything can happen at any time, and expecting the unexpected is crucial in any trade or industry.

As an expert on your topic or in your field, it is imperative to monitor the news and current events for any applicable angles for your message. Be ready for anything. Here at PR/PR, much of our time is spent scouring mainstream media and contacting editors about stories that parallel our clients’ area of expertise, and pitching them as the go-to source of information on a story. This process involves PR/PR retaining a vast variety of knowledge about current happenings, even if on the surface they do not seem to directly apply to a client’s topic. There’s always an angle, and only you as the expert can provide your unique perspective which will get you in front of reporters and editors faster.

When breaking news hits the wire, it takes mere seconds for editors to begin thumbing through their established list of experts to give their take and insight on a story. Make yourself available for that phone call that leads to an interview. Life doesn’t stop on your lunch break, and a missed call may mean a missed opportunity. Your words and voice perpetuate your career, not your voicemail.

Flexibility is vital in any corporate domain, but especially so when you’re leveraging yourself as THE person to comment on a variety of subjects. Producers scrambled in the late hours Saturday evening to incorporate Whitney Houston into their Grammy programming; trimming segments and adding others (particularly Jennifer Hudson’s stirring rendition of, ‘I Will Always Love You'), and it appeared organic and seamless. Keep your ear to the ground, maintain a working bank of knowledge, and prepare for anything.

-Carter Breazeale

PR/PR Public Relations

How The Midwest Was Won: Indy's PR Prowess

Indianapolis has long been regarded as a lethargic, low-key Midwestern city with not much more to offer than ‘a 500-mile speedway race and 364 days of mini-golf,’ as Kurt Vonnegut famously penned. Indiana’s capital was staked with the dubious task of discarding its sleepy image and reputation and broadcasting a town worthy of hosting the largest sporting event in the United States. With a citywide makeover and social media-focused approach, they succeeded in spades, and proved that proper PR works for cities, too.

In preparation for 150,000 visitors descending upon Indianapolis to watch the Patriots and Giants compete in Super Bowl XLVI, the city undertook a massive rebranding and renovation effort, transforming the downtown area into a football fanatic’s Shangri-La. A three-block Olympian-style village was constructed on previously downtrodden streets, complete with interactive zones and zip-lines crisscrossing above Indy’s urban landscape.  

Where Indianapolis really nailed it was employing staffers with the sole purpose of monitoring social media outlets for Super Bowl related trends. Personnel observed the likes of Facebook and Twitter for any mishaps such as traffic-jams or ticket calamities and dispatched the appropriate authorities to immediately rectify any potential problems. The utilization of these online mediums provided for seamless customer care and a minimal-stress environment for the throngs of sports enthusiasts invading the city.

The revitalization of downtown Indy made for a fantastic Super Bowl setting, and will prove an excellent choice for this year’s annual NSA convention (which PR/PR will be attending.) It was a precarious decision by the NFL to bring the Super Bowl to such a small media-market, but the immediate benefit and positive impact on Indianapolis is proof that a well-planned public relations strategy can ensure success. This modest town was converted into football mecca, and PR/PR cannot wait to see the enhancements in person this summer. We’ll see you in Indianapolis!

-Carter Breazeale

PR/PR Public Relations

Communication is King

The manner in which you communicate can transcend gaps and torch bridges.  Interpersonal communication is an integral facet of corporate life; it is the difference between lost contacts and signed contracts, and effective communication in every level of your operation should be your first-step to ensuring quarters in the black.   Whether it’s timely client follow-up calls or confirming that your supervisor actually received your time-off request, communication is the oiled cog that keeps the wheels of business turning.

I consider myself a ‘swing-man’ of sorts in our office.  I’m always open to assisting any of my coworkers in pressing tasks, and this requires a high-level of communication to guarantee the workload is taken care of efficiently and effectively.  Collaborative efforts are a frequent occurrence here at PR/PR, whether it’s crafting a pitch or formulating a marketing strategy for one of our clients.  This demands advanced knowledge and familiarity of everyone’s responsibilities and their respective client’s platforms, as well as clear channels of communication to keep performance at its peak.

Any communicatory lapse, especially those you may deem ‘rudimentary,’ can lead to the proverbial wheels falling off.  Nothing spells incompetence like rushing out the door on Friday afternoon before responding to a time-sensitive email or returning a phone call.  Errors of this nature can create a snowball effect, leaving an avalanche of clean-up required on Monday.  Limit them and you’ll notice an increase in productivity, as well as a tangible decrease in company-wide Advil consumption!

Keeping a tight lead on your business begins with indoctrinating everyone involved with the mind-set that effective communication is king.  When questions or issues arise, do not go it alone: convey your concerns to those around you, and create a forum for collaborative solutions.  The corporate machine only runs as smooth as its operators’ allow, and communication keeps the joints and pistons greased so breakdowns are few and far between.

-Carter Breazeale

PR/PR Public Relations

Print Media: The Bastion of Publicity

We’ve all heard The Buggles song, Video Killed the Radio Star, but in the world of PR: have radio and television killed the value of print media?  Do the benefits of voice and facial recognition across radio waves and TV tubes dilute the worth of name branding and article placement in newspapers and magazines?  The immediate answer can be summed up in a resounding, unequivocal ‘no way;’ and in the world of publicity, it’s actually quite the opposite.

Here at PR/PR, we field a great deal of calls relating to potential clients seeking publicity via television or radio exposure.  Whether it’s a career financial consultant looking to break into the realm of professional speaking or an author with a forthcoming book release, we receive queries about radio and television PR from professionals across a broad spectrum.  While there are certifiable and quantifiable merits to exposure through both of these mediums, the probability of sustained visibility is simply not as high as print. 

Radio and television may provide measurable spikes in phone calls and buzz surrounding your platform or topic, but they do not deliver the publicity plateau that published articles in newspapers and trade and business magazines will.  With print media, you are forever emblazoned within those pages, which reach the hands of industry leaders and event planners seeking keynote speakers for their annual meeting.  There will be no struggle to recall the name behind the refreshing ideas, as it is right in front of the reader, along with contact information and links to your information online. 

Music videos did not spell the end of the radio star, and television and radio have certainly not started the doomsday clock for print media. Remaining relevant in a world of fleeting attention spans is a challenging proposition, but having your articles in board rooms and in the hands of professional decision makers definitely makes the course less daunting.  Publicity is about constant, focused visibility; and the base of sustaining your brand and name starts on a newsstand or between the covers of a magazine.


-Carter Breazeale


PR/PR Public Relations

Find Your Audience and Stick to It

As a self-proclaimed product of the ‘MTV-generation’ I vividly remember Everclear’s album So Much for the Afterglow dominating the airwaves in the mid-nineties.  The band’s infectious take on radio-friendly alternative rock music was inescapable; you simply heard it everywhere.  The smash lead-single Everything to Everyone propelled the group to superstardom, and provided a musical commentary on people-pleasing and spreading yourself too thin.  With the song’s nostalgic melody echoing in my memory this morning, I realized how appropriate and applicable the lyrical content is to the world of public relations.

It’s basic human nature to strive for acceptance and widespread approval.  From childhood achievements placed on refrigerators to a boss’ handshake after securing a high-profile client, the desire for recognition is ingrained in every one of us.  It’s one of the motivating factors that acts as a propellant to success, but acting overzealously can cause a loss of focus and prove to be an obstacle professionally.

With PR/PR’s extremely diverse client base there are many precise markets that are targeted. Izzy Kalman, for example, is making immense inroads in the management and prevention of bullying, and Jen Fitzpatrick, an author and expert in the field of early onset Alzheimer’s disease.  Each of these clients has enjoyed tremendous success by aligning their brand and message with their specific audience and avoiding extraneous niches which would not provide tangible results.

While widespread exposure is always the name of the game, the key is to hone in on the market that will be most beneficial to you and your business.  There will always be detractors from what you do; those who do not appreciate your take on a particular topic or stance on an issue.  Adjusting your brand in a feeble attempt to recruit those from the ‘other side of the fence’ is a foolhardy venture, and will surely muddle your message and set you back (not to mention act as an albatross on your resources.)  Some people simply cannot be swayed, regardless of content, intent, or integrity.  Accept this fact, move forward, and shake hands with the correct crowd.

It’s often astounding how the subconscious mind works, and how simply humming a 90’s tune became an issue of relevance in the field of PR, and the subject of this week’s blog post.  It’s often difficult to ‘censor’ yourself, so to speak, but you should fortify your efforts around feasible opportunities, not simply grasp at the wind in hopes of a lead or break.  With pinpointed PR and name-branding that highlights your message and business, you will be heard and recognized by the right people. 

-Carter Breazeale

PR/PR Public Relations

#Occupy Wall Street: A Case Study in Grassroots PR

The brushstrokes of revolution are interwoven throughout the mosaic of our country’s history.  From the dumping of tea crates into the Boston Harbor to Abbie Hoffman’s rousing rhetoric on the steps of the Lincoln Memorial, social activism has embodied the American spirit and molded the American story; the wellspring of which evolved at a grassroots level.  The Occupy Wall Street protests have captivated the nation, and fostered a movement focused on rejecting the status-quo and demanding true revolutionary change.  Beneath the signage, soapboxes and megaphones, there is an undercurrent of public relations strategy flowing through this mission to achieve a more perfect union.

The architecture of having your message heard is an evolving one, to say the least.  Relentless focus and effort is required to promote -and most importantly- sustain your thoughts and ideas.  As was the case with the Occupy Wall Street protests, Twitter hash tags and Internet organization were instrumental in rallying the troops, but unyielding dedication spurned its growth and notoriety nationally.  On September 17^th, the first day of protests, scant attention was paid to the events in Zuccotti Park by the media or public.  On October 5^th, Keith Olbermann read the participants’ mission statement on his evening news program.  The publicity process is an organic groundswell that begins from the bottom up, and does not occur overnight.

The desired result is a snowball-effect, gradually gaining momentum as your brand and name grace the pages of daily newspapers and magazines throughout the country.  Occupy Wall Street was born of a simple email blast in mid-2011.  By October the world was watching the fruits of their efforts unfold on the national level. 

“I’m incredibly humbled by the college students, the young people, who have built a movement from an interpersonal and social media foundation and forced the nation to pay attention,” says Sandy Dumont, author and The Image Architect, who attended an Occupy protest in Norfolk, Virginia.  “I immediately thought of the ‘American Autumn’ and how I wanted to be a part of something special.”  Sandy was informed of the happenings on television; weeks after the original seeds were sewn and the operation was still in its infancy. 

Regardless of which side of the political fence you find yourself, whether you agree or disagree with the movement that is now sweeping through many major cities in our country, you cannot deny that the nation’s collective ears have perked up, and steadfast commitment to the cause is the reason.  Organization on the ground floor, cross-posting of articles on various social media clients rendering them viral, articles placed in news publications that were initially resistant: it’s paying dividends.  The Occupy Wall Street movement is a statement of solidarity, an uprising against perceived injustice, and a cleverly run PR campaign at its core; devote yourself wholeheartedly to your own personal crusade, and people will begin to listen.

-Carter Breazeale

PR/PR Public Relations

PR Landmines: Can They Blow Up In Your Face?

Millions and millions of dollars are funneled into accounts funding presidential campaigns.  Literally an incomprehensible amount of dough; I’m talking “Scrooge McDuck diving into a swimming pool full of gold” level of cash.  In spite of this monolithic monetary investment, seemingly every four years a fringe element or associate of a candidate comes to light and threatens to derail the entire operation.  This week we learned of Rick Perry and his errant (and frankly, abhorrent) judgment regarding namesakes of his personal property;  in 2008 the upheaval surrounding Jeremiah Wright and William Ayers jeopardized Barack Obama’s historic campaign.  When investing multiple lifesavings in such a massive undertaking as public office, why wouldn’t you properly vet your constituents?  The same principles apply in publicity, and they can make or break your career.

The old adage, ‘guilty by association’ is the most succinct and accurate way to convey this point.  The people around you can sink you just as quickly as they can lift you up, and the media’s magnifying glass intended to promote you can easily turn you into a mere sidewalk ant on a sweltering summer day.  Before you embark on a public relations campaign and place your name (and finances) under the microscope for the masses to scrutinize, ensure you have your proverbial ducks in a row, including those you align yourself with.

In our instant-update, smartphone-dominated society, one casual misstep or verbal gaffe can send a burgeoning career into a tailspin within minutes.  The funds allotted to promote your image become your financial lifeboat designed to defend it.  Suffice to say, it’s not an enviable position to find yourself in. 

When Howard Dean went on his infamous vocal rant in 2004 describing his Sherman-esque scorched-earth march to the White House, he only had to stare into the mirror to view the arbiter of his political unraveling.  After adorning a Kevlar helmet and resembling a mystified child playing tank gunner in 1988, Michael Dukakis’ first step should’ve been to eliminate every handler who felt this harebrained photo-op was a good idea.  Although juxtaposing instances, they share a common thread: ultimately, at the end of the day: you possess the final word in the decision making process, and if faulty, you will be the one who takes the loss.

To avoid potential public relations landmines, meticulously evaluate every nuance of your campaign - from the semantics of a prepared statement to rogue former alliances - which may contribute to your downfall.  Communicate the importance of brand and name stability to your inner circle, and keep a tight lead on any extraneous variables that may denigrate your marketability: your career and bank account depend on it.

 Carter Breazeale

 PR/PR Public Relations

Social Media: Where Change is the Only Constant

On October 3^rd, Facebook will rollout its new ‘Time Line’ interface for all of its users worldwide.  This announcement comes fresh on the heels of the globally maligned ‘mini-feed’ update, which had members inquiring as to why Mark Zuckerberg was making unnecessary changes that rendered his free service difficult and inefficient for many of its users.  Bob Dylan famously sang, “The Times They Are a-Changin’,” which rings especially true in the rapid-fire realm of the Internet, where the environment seems to warp right as it becomes familiar.

Until recently, Facebook was primarily a medium for twenty-somethings and younger people to interact.  Within the last couple of years, the social networking behemoth has undergone a demographic shift that now transcends all ages and generations.  It’s a fairly common cliché that older individuals are steadfastly resistant to change, to the point of outright stubbornness, but the swiftly evolving world of social media has forced everyone to adapt, regardless of readiness or willingness. 

In the business and private sectors, for work or leisure, everyone depends on social networking.  Zuckerberg and Co. have cornered the proverbial market, like great puppeteers in the sky, maneuvering their respective mediums in any way they see fit.  Not a fan?  You can delete your free profile.  Feel the changes are too overwhelming or time-consuming?  There are still 800 million people who will disagree with you (fun fact: if Facebook were a country, it would be the third most populous in the world.)  Like it or not, the social media bigwigs hold the cards, and we can go with the flow or get left down-river.

Relentless evolution encompasses every social network, but occasionally the changes really do undermine the operation.  Myspace was the end-all be-all of leisure-based social media websites prior to News Corp buying it out and flooding the main page with ads and distractions (which led to the rise of Facebook.)  Fast-Pitch was immensely popular in the business world until an influx of multi-level marketers and spam triggered the mass exodus of its core users.  Myspace went from a value of $580 million when it was purchased in 2005 to a meager $35 million when sold in 2011.  Fast-Pitch has recently undergone a retooling in an attempt to garner users, but remains an afterthought when compared to business networking sites such as LinkedIn.

There is only one constant in the domain of social media: change.  Expect to be inundated with new features, new settings and new ways of interacting.  Frustration comes with anything that appears foreign, especially when you’re of the opinion that things were fine the way they were.  As you should with every aspect in life, greet new experiences and opportunities with an open mind, and embrace and appreciate your presence in the moment where all you can expect is that nothing will remain the same. 

-Carter Breazeale

PR/PR Public Relations

Handled Correctly, Negative Publicity Can Be A Positive

On Monday, Comedy Central aired the Charlie Sheen roast, officially capping a yearlong Twitter-fueled saga and certifiable personal and public meltdown.  There is absolute truth to the old adage, ‘there’s no such thing as bad publicity,’ but there is another massive aspect to this cliché notion: the nature in which you handle yourself amid exposure on negative pretenses is as important as the exposure itself.  Sheen rode the hate-train all the way home, but missed the bank on his departing route.  His multi-million dollar an episode acting role was canned, his image is tarnished, and his career is barely detectable amongst the flotsam and jetsam that became his interviews and Internet rants.  Only if you intelligently maneuver negative publicity can it prove a positive.

Owning negativity means never apologizing for what you believe in.  If your editorial is garnering adverse feedback because of content, that is a good thing!  Countless individuals have made careers based off of the negative; Howard Stern and Ann Coulter immediately come to mind.  Although on completely opposite sides of the social spectrum, they share a common denominator: they’re not afraid to push the envelope.  Doing something new and refreshing often means ruffling a few feathers along the way.  Your constituents may not agree with you, but they will respect you for not wavering in your convictions. 

What Charlie got wrong was gunning full-steam on a non-respectable premise with a colossal side-helping of ego.  Everyone was wrong, he was right: end of story.  Negative publicity fosters debate; Composition 101 teaches you that fashioning a credible argument involves acknowledging the opposition, and then refuting it.  A dose of humility goes a long way.  If scores of individuals find your viewpoints conflicting with their own, presenting them in a palatable manner encourages discussion and provides you exposure.

One glowing example of using undesirable press to your advantage was the way David Letterman handled his widely publicized blackmail scandal in 2009.  Instead of hiding behind his many handlers or having his agent release a cryptic press release denying the ordeal, Letterman stood in front of the cameras on his own show and admitted his wrongdoing.  After a wave of initial backlash, The Late Show’s ratings saw a considerable increase.  Dave’s perfidy became a mere afterthought, and many respected him more for owning up to his mistakes.

‘Grabbing the fan’ is a unique way of looking at it.  Negative publicity has a way of spinning out of control if you don’t conduct yourself in an agreeable fashion.  Stick to your guns in regards to your message, but ensure that you’re not alienating your base or turning off those who might share your views.  Charlie Sheen may have been the subject of a primetime roast, but because of the repugnant way in which he went about his business, it’s his career that’s really cooked.


-Carter Breazeale


PR/PR Public Relations

Solitary Confinement: Why One Major Placement Won't Make Your Career

The fantastic film, That Thing You Do!, describes the whirlwind story of a fledgling band coping with newfound stardom after the release of their first radio single.  Hoping to avoid the pitfalls of the ‘one hit wonder,’ the movie depicts the background legwork necessary to advance and uphold a career beneath blinding spotlights.  Although a work of fiction, That Thing You Do! practically parallels the daily operations necessary when cultivating a career.

In our recent blog post we touched on the benefits and detractors to one large ‘splash’ as opposed to many placements in specialty publications.  Every single one of us has contemplated the day our big break comes, and how we will handle the influx of attention and the rapid shift in our lives.  The media is a fickle creature; without a constant stream of publicity, there is a tendency for overexposure on a single topic and a quick career flame-out.  When aligning yourself with the, ‘What have you done for me lately’ crowd, the key is to remain relevant. 

A common byproduct of a solitary placement is an unfortunate pigeon-holing effect.  As a professional speaker, author or expert, you should shoot for the widest audience possible to receive your message.  While you may gain notoriety for ‘that editorial in the Chicago-Tribune two years ago,’ the point is moot when the message no longer matters.  Unfortunately, bragging rights don’t pay mortgages.

Do not let fifteen minutes of fame eclipse the potential for a lifetime of sustained achievement.  It is imperative to stay in the public’s eye and remain a viable go-to source in a variety of media.  A page-long article in TIME magazine is an enormous accomplishment, but many of the publications errantly deemed ‘small-time’ have circulations that reach conference rooms and board meetings across the country, as well.

Everyone enjoys the occasional ‘one hit wonder’ shower sing-along, but no one is blasting ‘Never Gonna Give You Up’ through their car stereos at major intersections with the windows down.  Your ability to perpetuate your public image is your lifeblood:   don’t make it THAT thing you do, make it THE thing you do.

-Carter Breazeale

PR/PR Public Relations

What's the Cost of Your Pricing Strategy?

Crime novelist John Locke recently perfected the strategy of ‘going it alone.’  Shedding the conventional methods for success, Mr. Locke became the first independently published author to join the “Kindle Million Club” by selling electronic versions of his books for $.99 through their Direct Publishing Program.  Amazon.com nets a profit of $.65 for every copy sold, leaving John with $.34 per copy, or a gross profit of $340,000.  It’s evident that this venture has proven profitable, but what is the measure of success?  Is following Mr. Locke’s ‘flying solo’ approach a blueprint for crafting a best-seller or an archetype for selling yourself short?

On the surface, this particular instance presents a classic case of the ‘chicken or the egg’ syndrome.  Did John Locke’s books sell so many copies because they’re fantastic works of literature with a pre-established audience, or were purchases inflated because of the meager price and massive affordability?  If the first proved true, then Locke may have colossally undersold himself and his profit potential for the sake of autonomy.  If the second theory were the case, then abandoning traditional wisdom was the right path to take.

The truth is: there is no right answer.  Your pricing model all depends on your readership and the breadth of your audience.  A first time author might consider following in Locke’s steps and releasing an eBook at a diminished price for the lack of immediate overhead cost and visibility potential alone. 

What Locke accomplished is truly fascinating and a firm statement regarding the profound differences in the markets of today versus those of yesteryear.  However, another question is raised when considering the circumstances: is there valid career sustainability with one big ‘splash?’  Just like with publicity, large placements are always a wonderful thing, but it is a continuous process with the ultimate aim being professional longevity and relevance. 

Constructing your career model for interminable success is priority one.  With an ever-changing business market, navigating the straights and narrows to a lucrative professional life includes many factors which need to be carefully weighed.  Don’t price yourself out of your demographic, but don’t undersell your potential, either.  The sales and marketing stratosphere can sometimes appear a delicate tightrope act; meticulously consider every decision and opportunity when preparing for your future to ensure maintained success.

-Carter Breazeale

PR/PR Public Relations

The Key to Social Media: Thinking Outside the Box

Amid allegations of fraud and misuse, on August 14^th Starbucks put the kibosh on Johnathan’s Card, the latest social-phenomenon to ignite the Internet.  Working on the long-held, but woefully infrequent practice of ‘paying it forward,’ Johnathan’s Card allowed folks across the country to utilize Jonathan Stark’s Starbucks card to buy each other a cup of coffee.  As drinks were purchased, the account was drained and replenished by its users and the available funds updated in real-time via Johnathan’s Twitter handle: @JohnathansCard.  The coffee conglomerate was silently rooting for the endeavor to succeed, but unfortunate circumstances forced their hand in canceling the account.  Albeit short-lived, this thought-provoking experiment was a testament to the global impact of social networking, and how far-reaching the Internet’s information-rich tentacles can truly be.

By far, the best example of viral Internet marketing is Old Spice’s ‘Mano A Mano in El Baño’ campaign.  The ‘Old Spice Guy’ answering Twitter users’ random questions in the form of a personalized commercial on YouTube cemented Old Spice as ahead of the curve in employing the web for marketing and brand recognition.  Personally, I found myself ignoring all other products on the deodorant aisle and heading straight for the Old Spice.  When an ad campaign compels you to purchase a product simply because you appreciate the commercials, someone in the PR department is doing it right. 

The fact of the matter is that the game has changed.  Facebook, Twitter, LinkedIn and other social media websites have turned the advertising game on its head and shifted the way we all conduct business.  Gone are the days of supermarket circulars and cold-calling.  Obsolete and arbitrary are many of the practices once considered the standard in the world of sales and marketing.  Your prime objective should be widespread visibility, and in terms of crafting your brand and name-notoriety, the old way of doing things simply doesn’t suffice. 

Focus on your social-media footprint and maximizing your online presence.  Make a mental note that you are the artisan of your own future successes and profitability, and take advantage of every possible avenue for enhancing exposure.  We are waist-deep in previously uncharted waters in terms of publicity, and the possibilities are virtually endless.  Don’t wait for the ship to sail: take a cue from Jonathan Stark and Old Spice and dive right in.

-Carter Breazeale

PR/PR Public Relations