StoryTeller Media & Communications | Public Relations | Marketing | Video Production
Minneapolis/St. Paul Marketing and PR agency and video production company|StoryTeller
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Online Marketing Trends to Watch in 2012
Changing Times on Minneapolis PR Scene
Years ago when I was first starting StoryTeller, a PR friend of mine here in Minneapolis, told me that she didn’t think there were many new business opportunities in the Twin Cities. Her feeling was that the Minneapolis PR scene, and the Twin Cities PR scene, was pretty much tapped out. In some cases, she was right. When it comes to developing medium and large public relations accounts in Minnesota, it’s highly competitive with exceptionally strong agencies behind the biggest brands. On the flip side, we, at StoryTeller, weren’t trying to rule the PR world, we just wanted a small, little corner. Now, with online marketing exploding and consequently blurring the lines between marketing and PR, there is no better time to be a small, tactical and nimble inbound marketing and PR agency in the Twin Cities.
Crisis Media Do’s and Don’ts
Paying for crisis media training is kind of like buying homeowners insurance. It’s critical that you have it, but you hate paying for it because the odds of something bad happening are pretty small. Yet, in the event the unforeseen becomes a reality, you must have it. Crisis training is similar. No business owner or leader expects to have a crisis, in fact, most operate on a day to day basis without any sort of training whatsoever. For the most part, this is seemingly a good way to go – until you have a crisis!
Redefining public relations
How the role of public relations has changed
Public relations professionals are known for their communication skills. However, when asked to communicate what it is a public relations professional actually does, many (including myself) come up short. How do you succinctly describe a job that encompasses everything from media relations to social media to collateral material creation to event planning to marketing? Even the textbook definition of public relations leaves something to be desired:
Public relations helps an organization and its publics adapt mutually to each other.
This has been the formal definition since 1982. But how can we expect anything from 1982 be relevant in today’s ever-changing communication world? Needless to say, the Public Relation Society of America’s (PRSA) campaign to redefine PR is long overdue.
What is Inbound Marketing, You Ask?
If Inbound Marketing Was Easy….
If inbound marketing was easy, everyone would do it. For years, businesses have clung to the outbound marketing concept – cold calls, advertising, billboards, direct mail. You know what I’m talking about, you’re doing it today in your business and have been for years. But do you balance that work with inbound marketing? If you’re not familiar with the term, “inbound marketing,” I ask you this – are you familiar with search? With google? Do you know why some businesses rank higher in organic search than others? If you are, then inbound marketing will come easy to you. If not, hang tight, we’re going for a quick and fast ride!
Is There A Right Way To Do Social Media?
Is there a right way to “do” social media? I suppose it’s no different than asking whether there’s a right way to “do” conversation and the answer is, probably not. However, there are socially acceptable ways to have a conversation just as there are socially acceptable ways to engage in social media. So then, it is also true that there are those in social media who are socially inept just as there are people who are socially inept in face to face situations.
The socially awkward, or inept, people online show themselves in many ways, you see them all the time in places like Facebook. They are the people whose self-promoting posts are always about themselves or they’ll relentlessly comment on your posts or conversations only to talk about themselves. If you’re wondering if you’re socially inept or awkward in social media -as a brand or as yourself take this litmus test:
A Social Media Mistake: A Case Study of Online Customer Service
Social Media Misstep: A Case Study
In this relatively new age of social media marketing, so many businesses are finding their way. Some have catapulted their businesses into overnight successes, while others are plodding along trying to figure things out and then there are those who are still on the sideline. Nevertheless, it seems daily there are new case studies of both social media best practices and worst practices.
Recently, here in Minnesota, those of us in the PR and social media space witnessed a faux pas that reminded us of the power of online marketing. A Minneapolis-based, family owned, liquor and cheese shop, ran into a buzz saw of online public opinion that left customers irate and the company stuck on mute. This store, which claims to be the largest of its kind in the midwest, has been a one-stop shop destination for the biggest selections of wines, cheeses and beer.
5 Great Ways to Make the Media Mad
Media Relations 101
Often crisis communications for organizations blow up after an unfortunate event is followed up with bad media relations. In other words, someone says or does something they should not, as it relates to the media. For some reason, people engaged in crisis forget that news reporters and producers are human beings. They are people who are trying to do their jobs. They also seem to forget that every news reporter lives for a big story. They love controversy and they will go to the end of the earth to exploit liars, cheaters and thieves. And they will defend the “little man” against the big corporate bullies.
So, if you’re goal is to really tick off the media on the heels of a crisis. Follow these 5 tips:
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How to Pick the Right Video Company
For many businesses starting to dabble in online video marketing, they have no idea where to start. They don’t know who to call, how much to budget or what the process will look like. Aside from being confusing, it can be intimidating and somewhat daunting when trying to find a corporate video company. It’s almost like going to get your car fixed, but at least when you have something wrong with your car you see service stations in your neighborhood that you can visit. With video production you rely on two things: a recommendation from an associate, friend or business acquaintance and our good friend, Google!
5 Types of Video to Drive Engagement
Online video has grown leaps and bounds. Cisco reports that by 2013 90% of all internet traffic will be video content. Still, many businesses have a hard time understanding what makes for good, engaging and searchable video content. The good news is video production today isn’t as expensive as it once was. More people are leveraging video to tell their stories. Here are 5-types of videos that can drive engagement:
Organizational Overview Video
A brief 2-3 minute video that explains your business or non-profit. Who you are, what you do and why you are important. This is your business from 50,000 feet, not an expose. It’s your online video story and a quick and easy way to introduce yourself online.
Video Tips
People love news you can use. You are an expert in your field with valuable and knowledgeable experts on specific topics. Wondering what tips deserve videos? Ask yourself this: What are our most frequently asked questions? If you have a list of FAQ’s turn them into video and help some people out.
Latest and greatest trends
For retailers, it’s all about what’s new this season? Show me new product, tell me what makes it so cool. From a non-profit perspective, show me how you’ve put your donations to good use. Maybe it’s that new van that you bought that will now allow us to take care of people in new ways. If you have a hot new product, promote it through optimized video.
Video Testimonials
Nothing says, “sign me up” more than a strong, honest to goodness online video testimonial. Think of it like this: What do you trust more, a vague written quote that’s attributed to “Dan?” Or a video testimonial in which you can see the person who is paying the complements and support? When you can see a person, you can better identify with them.
Video Case studies
Introduce me to a success story. Tell me about them and help me to identify with them. Make me feel something and how your organization was able to make a change in someone’s life or the success of a business.
Ed Heil is the owner and president of StoryTeller Media & Communications an inbound marketing and public relations agency and video production company based in the Twin Cities of Minneapolis and St. Paul. Ed blogs on topics related to inbound marketing, social media, media relations, news media, video production and crisis communications.
Finding a PR Agency That’s Right For Your Business
Here in Minnesota, businesses are fortunate to have a tremendous community for services such as marketing, advertising and creative. While agencies on either coast might think of our Land of 10,000 Lakes as merely “flyover” country, we are home to some of the most sophisticated and creative agencies in the world. When it comes to identifying Minneapolis public relations agencies, or agencies across the Twin Cities and upper midwest, for that matter, it’s important to keep a few things in mind.