As the founder and sole business owner of my San Francisco-based PR firm and, nearing retirement, I had to find a way to transition with an eye toward continued and future relevance. When Fineman PR was acquired by Phoenix, Arizona, based, Off Madison Ave in 2020, I had three goals to accomplish — an advantageous landing spot for my incredible public relations team, a haven and continuing leverage for my agency’s brand name, and total trust in the buyer’s good will and nurturing team environment. As I review this past year, I know that I scored well on all accounts.

For 32 years, I sought to maintain a high reputation for being an honest broker of information and counsel. We all know that nothing good comes easy. That effort included building a smart, capable, talented, and intuitive team of public relations professionals. A special shout out here to my two savvy Vice Presidents and 20+ year veterans of the firm, Heidi White and Lorna Bush.

With most of my long-term staff having started with me early in their careers, even as interns, I was able to bring them along with a regard for integrity, journalistic values and perspectives, and an understanding of the principles of our public relations work. Fineman PR was not a press release factory, nor were we order takers. Our mission was to help our clients understand and meet the expectations of their marketplace and their audiences.

Of course, we had to maintain financial health, even through the throes of multiple economic disasters. Including the “dot com bust” of the early 2000s and, of course, helping our clients weather their own challenging, industry-wide storms along the way. Let’s not forget the communications transitions from fax to email to text and Siri, or from VHS to Tivo to streaming and how those developments impacted conducting business. Of course, change is constant, but retiring meant I would need a transition to take our agency into the future with strong footing and a competitive edge.

In walked Off Madison Ave and its dealmaker and one of two founding partners, David Anderson, a one-time White House staffer and Chair of the global Entrepreneur’s Organization. David and I share many similarities, including a passion for our people, curiosity about client business and a dedication to substance and honesty in a profession often dominated by spin.

With my goals satisfied, our acquisition by Off Madison Ave gives us so much more in terms of capabilities, in-house design, digital marketing, advertising, and creative services. That means we now offer a full 360-degree marketing communications solution for all our clients. It gives Off Madison Ave a serious bench of public relations specialists and troubleshooters to round out their own offerings.

Our mutual clients and industry thought leaders across CPG, food and beverage, travel and tourism, government, education, and healthcare, are now reaping the collective years of experience, strategy, and success of those who are among the public relations and marketing professions’ finest minds. Our partnership brings together experts in behavior design (David’s brilliant partner and agency glue, Roger Hurni), creative and marketing strategy (operational wizard Sasha Howell) and well-armed media buying and media services teams now collaborating as one team for all agency clients. We remain as nimble and resourceful as ever, guided by the substantive approach for which Fineman PR is recognized.

The timing made sense, too. As the lines between paid, sponsored and earned media intersect more than ever, we, too, have a deeper bench of in-house experts at the ready to provide counsel for the most effective strategies across all channels.

Not least, the wellness-focused company culture at Off Madison Ave, offered me and my team a welcoming camaraderie of human resources and comprehensive systems to take our business further for employees and clients. This was a peg I could easily hang my hat on.

And, the legacy I built lives on and thrives, for which I am so grateful.

The post With Great Pride appeared first on Fineman PR.

Here are a few media do’s and don’ts to be mindful of, regardless of why someone might be knocking on your front door.  

DON’T be difficult

Yes, you are busy. No, the reporters don’t care. Their job is to tell the story about what you do in a way that resonates with their audience. This can be a lengthy process compounded by impatience and frustration. The less time and effort you give to a member of the media soliciting your insight, the greater the chances the piece won’t come out the way you’d like – they’ll see you as a challenge. Perhaps they’ll even feel less inclined to give you a follow up ring to clarify a comment they aren’t quite sure is 100 percent correct. It doesn’t work to your advantage when reporters have to work harder on simple tasks. Do yourself a favor – don’t make an interview harder than it needs to be.

DO be prepared

The reporter, journalist or blogger you’re speaking with may or may not know everything about your project, product or service. You’re the expert. Be prepared to talk about the basics and fundamentals of your subject. Keep it simple; avoid jargon. It will save you time when a reporter is putting the final touches on their story. If you’re organized, careful and concise, you’ll be able to communicate your message clearly and effectively like you’ve been doing it your whole life.  Also, consider that the journalist, in asking a question that you consider simplistic, may be doing so on behalf of a reader, listener or viewer who may be less familiar.

DON’T fall for reporter interview tactics

It is best to avoid sharing controversial details- even if the reporter assures you that the conversation is “off the record.” Fight the urge to fill any awkward silence with conversation. If it is confidential, don’t disclose the name of the person who can provide the information you won’t divulge. Don’t let the reporter persuade you to provide details you shouldn’t by using the public’s right to know as a justification. Reporters have been asking questions for years. They know how to extract the smallest details that will unlock greater depth to their stories. It can be as simple for them as asking the same question a different way. Don’t underestimate the tricks. They are used when you least expect it.

DO know the rules of ethical news reporting

Assume everything is “on the record” and could appear in print. Tread carefully; you never know where a reporter stands on the hierarchy of ethics. As soon as a journalist identifies themselves as such, the conversation is already on the record. Honest journalism practices dictate that a reporter should not publish insight they receive from a person prior to notifying them that they are a journalist. Additionally, recognize that the journalist can err later in determining what was on and off the record.

Terms like “on background” and “on deep background” directly protect sources from being identified explicitly but allow reporters to publish the information they receive. Most journalists avoid using information they received from unidentified sources unless they’re dealing with matters of national security. A reporter’s neck is on the line when they share information from an unnamed contact. The risk is for them not often enough worth the reward.  Even still, it is important to realize when a reporter may have breached ethical standards. It could give you a good sense of who to interact with moving forward.

DON’T get off topic

Answer the questions you’re asked without distracting from the point. Nobody likes to speak to someone who will bury them in irrelevant details when they ask a simple, straightforward question. Reporters are looking for high-level information and will dive deeper into a subject if need be. Don’t miss the opportunity to provide a strong quote or share insightful expertise because you’re caught in the minutia of the story. Help them understand what they need to know and correct misinformation as you encounter it. If faced with a confrontational discussion, apply bridging techniques to organically introduce a relevant concept to a difficult question when reporters are watching for evasiveness. It is on you to communicate your message effectively. If you fall off point, discussions may not result in the coverage you’d like.

Are you interested in learning more about best practices and interview techniques? Contact us to learn more about our media training program.

The post Media Interview Do’s and Don’ts appeared first on Fineman PR.

The initiative, a $33 million bond authorized by school district voters in June of 2018 to convert an abandoned high school campus in Daly City to 100 apartment units for educators, will help the district retain quality employees in a market where median rent prices for one home – $4,150 – have exceeded starting salary rates.

“(Dale) Scott, the school district financial adviser, has spoken with about a dozen districts already that have expressed interest in putting bonds for teacher housing before voters — and not just in pricey locales like the Peninsula,” per the Politico piece. “At a recent California School Boards Association workshop on the topic, Scott asked how many attendees were from beyond the Bay Area, and (Scott) estimates it was one-third to half of the room.”

The story was the result of a communications campaign Fineman PR launched for Dale Scott & Company when Bond Buyer named the housing measure the winner of its Small Issuer Deal of the Year November 2018. In doing so, the measure was placed among six finalists for the Deal of the Year award.

The awards are given each year by the publication to acknowledge innovations in municipal finance benefitting public projects. Previous winners recognized Kaiser Permanente and the San Diego Unified School District for record breaking sales and transactions that prompted industry change.

In all, the campaign promoting the November 2018 nomination generated about 35 million unique impressions for Dale Scott & Company in just under two weeks. Fineman PR provided strategic counsel focused on capturing momentum from the Bond Buyer announcement for a public relations campaign. Efforts aimed at connecting with contacts familiar with the company and reporters focused on local and regional housing issues.

Within days of outreach, Fineman PR played an instrumental role in a 1,000-word feature about the housing measure on the front page of the San Jose Mercury News.  

The piece was critical in securing coverage in Politico. It attracted California Editor Kevin Yamamura, who cited the San Jose publication in his interview requests. The editor interviewed contacts from Dale Scott & Company and the Jefferson Union High School District before citing the measure as a possible answer to issues with teacher retention as the lead to a 2,000-word roundup.

 “The key to convincing voters, (Scott) said, is to emphasize how much affordable housing for teachers can affect the community by retaining good teachers and staff,” per the piece. “High housing prices force many educators to communities far beyond the expensive enclaves, and it’s only a matter of time before long commutes prompt them to seek work elsewhere.”

To support comprehensive outreach campaigns, Fineman PR provides expertise in strategic planning, content development, media relations and training.

The post Politico Highlights Fineman PR Client Impacting Affordable Teacher Housing appeared first on Fineman PR.

This past year at Fineman PR was marked by the onboarding of new and diverse clients and partnerships. Our work included the planning and content development for startup distilleries, driving the continuing rise in popularity for the San Francisco Marathon, expanding our work in the public sector with two leading-edge public agencies, productizing our media training offering, increasing growth in our healthcare practice, and forming significant new alliances.

Strategic Partnership with Hearst Corporation-backed 46Mile

For the last year-and-a-half, Fineman PR has partnered with the Hearst-backed 46Mile, a full-service marketing and advertising agency, to develop integrated campaigns for clients including Meritage Medical Network, Leading Age California, Loch & Union Distilling, and C-5 Children’s School, among others. Our two agencies develop business together, both independently and as a cohesive, integrated communications unit, and there is discussion on new and enhanced ways of working together for greater client solutions. Stay tuned.

Photo courtesy: 46Mile

Public Sector

Fineman PR is working with the San Francisco Department of the Environment on several initiatives that continue to position San Francisco as a global leader of the green movement. Additionally, along with our partner, D&A Communications, we are providing media relations strategy and counsel to the Transbay Joint Powers Authority for the inauguration of the highly anticipated, new Salesforce Transit Center & Salesforce Park. D&A is a top-notch San Francisco public affairs firm specializing in the areas of infrastructure, public health, transportation, environment and community revitalization, and our joint efforts offer clients a powerful combo.

Photo courtesy: Pelli Architects

San Francisco Marathon

The 2017 San Francisco Marathon celebrated its 40^th anniversary. The race sold out at record pace – two months ahead of schedule. We generated a 70 percent increase in media impressions over 2016 with expanded coverage by Bay Area media outlets and in major national media including the New York Times, Bleacher Report and MSN. The San Francisco Marathon was also named by ESPN among the “World’s Best Marathons.”  

Photo courtesy: The San Francisco Marathon

Foster Farms

Our promotional, crisis management and issues management work remained steady for longtime client, West Coast poultry producer Foster Farms. Our team initiated influencer marketer campaigns with fitness and lifestyle bloggers to promote Foster Farms’ Organic turkey products. We were grateful to help support our client’s wildfire relief efforts in Santa Rosa and surrounding Northern California communities as well as in Ventura following the devastating Southern California wildfires.

Our work to promote the company’s partnership with West Coast food banks – and longstanding holiday turkey donations program – resulted in a 69 percent jump in broadcast news coverage over 2016 that helped raise awareness of food insecurity from Seattle to San Diego. Finally, we wrapped up the year at Levi’s Stadium for the Foster Farms Bowl, a game dedicated to fighting hunger, pitting the Purdue Boilermakers against the Arizona Wildcats.

Photo courtesy: Foster Farms

Dunkin’ Donuts

In 2017, we continued work with Dunkin’ Donuts to support the brand’s introduction and expansion in Northern California with new restaurants throughout the region. Last year, we successfully hosted four grand opening celebrations in South San Francisco, Fremont, Santa Cruz, and Hanford, the brand’s first location in the Central Valley.

In each market, we worked with the local business community, government leaders and charities – all hyperlocal – to promote Dunkin’s commitment to the area. In addition, we supported regional promotion of national initiatives, including Free Donut Friday, Freeze the Day with $1K, National Coffee Day, and National Donut Day.

Photo courtesy: Dunkin’ Donuts

HNTB

HNTB, a national infrastructure solutions firm, experienced a year of wins in 2017, both for its projects as well as its leadership team. HNTB Northern California District Leader Darlene Gee was recognized as Woman of the Year by Women’s Transportation Seminar, a non-profit dedicated to advancing women in transportation, and one of its local project managers received coverage as a rising star in the rail industry.

A major project win, the BART Warm Springs/South Fremont Station, received praise across the Bay Area for its innovative design. HNTB was consistently cited among top-tier regional and trade media, including San Francisco Business Times, Progressive Railroading, ENR California, Mass Transit Magazine, Silicon Valley Business Journal and Curbed, for its growing role as an industry thought leader with experts who are shaping the discussion around infrastructure solutions in the Bay Area.

Photo courtesy: HNTB

Wine Practice

Quintessa, was again featured in Wine Spectator’s biennial Napa issue as a must-visit winery. Napa Valley’s Faust celebrated its 13th anniversary vintage by partnering with noted graffiti artist, known only as “Faust,” from New York City. Faust’s limited release 2015 vintage magnum features the tag which graffiti artist Faust uses internationally.

For Materra І Cunat Family Vineyards, Fineman PR planned and executed a successful 10-year-anniversary media event at the winery which showcased the brand’s range of estate merlots. We also conducted several media training sessions for wineries, including Rodney Strong Vineyards.

Additionally, we continued to assist with crisis and issues management preparedness for Wine Institute, the advocate for California wine and more than 1,000 wineries and affiliated businesses.

HealthRIGHT 360

In our third year with HealthRIGHT 360, one of California’s largest community health care providers, we helped mark significant milestones, including a merger with San Francisco-based Women’s Community Clinic and the opening of the organization’s new headquarters and outpatient clinic, the Integrated Care Center. We also created the organization’s first outdoor marketing campaign with the City’s public transit system. Among the year’s big media wins was a national NPR story, a San Francisco Chronicle op-ed, and a New York Times – California Today story. 

Photo courtesy: Drew Altizer Photography

With 2018 underway, the agency is seeing continued growth with new clients and expanded projects for existing clients. We have made several new agency hires, increased our digital and marketing capabilities internally, and look forward to providing the trusted, strategic counsel our clients have come to expect from Fineman PR.

The post Fineman PR State-Of-The-Agency, 2017 appeared first on Fineman PR.

In recent conversations with our agency’s clients, more food and beverage communicators are embracing artificial intelligence technology, specialized influencer marketing and increasingly sophisticated social media content to increase brand authenticity and improve the overall consumer experience.

Artificial Intelligence? Wine Not?

For many food and beverage artisans, the environment in which a product is grown or made is a vital part of the overall product experience. Quintessa is a renowned 280-acre wine estate in Rutherford, one of Napa Valley’s most distinctive properties, with five soil types, hills, valleys, a lake and a river. The diverse estate inspires the impressive wines for which it is known.

“At Quintessa, our strongest asset and differentiator is the world-class estate from which we source our wine,” said Leslie Sullivan, DWS, Napa Estates Director of Huneeus Vintners, who manages communications for Quintessa.

“For those consumers and trade who are able to visit the estate, we are able to build ambassadors; however, our reach is limited. As a result, we’ve begun to better utilize technology to connect with our consumers and trade. For instance, we’ve used video, drone footage, 360 video and virtual reality to allow our consumers and trade to engage with our property. While nothing compares to the full sensory experience of enjoying a glass of Quintessa at the estate, we are able to better express and share what Quintessa is all about.”

Photos courtesy of Quintessa Instagram

Community, Convenience, Quality

With a 68-year heritage and nearly 12,000 locations worldwide, Dunkin’ Donuts continues to evolve while keeping its focus on fast, friendly service and community involvement.

According to Public Relations Senior Manager, Justin Drake, Dunkin’ Donuts maintains its focus on fast, friendly service while delivering innovations that today’s consumer expects from sophisticated food brands:

“As Dunkin’ Donuts continues to grow and evolve, remaining authentic to the core of our brand is very important. Dunkin’ Donuts was founded as a brand offering high-quality coffee and baked goods to our guests, all served with fast, friendly service and at a great value, and we remain true to this mission to this day.”

“We’ve expanded our coffee and espresso menu in recent years to include options like Cold Brew, Rainforest Alliance Certified Dark Roast Coffee, and Macchiatos. These menu additions remain true to our 68-year heritage as a coffee company, while also staying on trend in terms of what customers are looking for today from a coffee brand. We’ve launched On-the-Go Mobile Ordering for DD Perks members through the Dunkin’ Donuts mobile app, where guests can place their order in advance and then speed past the line in-store to pick-up their order. This innovation remains true to our mission of offering fast service and unparalleled convenience to our guests.”

Photos courtesy of Dunkin’ Donuts Instagram

Community giving is a core value for Dunkin’ Donuts that empowers franchisees around the world to give back and strengthen their own communities:

Continued Drake, “At Dunkin’, we feel fortunate that our restaurants are part of the fabric of so many communities and neighborhoods around the globe, and our franchisees value the role they can play in strengthening their communities. Our franchisees donate millions of dollars annually to local non-profits. Additionally, our organization collectively supports our national foundation, The Joy in Childhood Foundation, which is dedicated to bringing joy to sick and hungry children.”

Consumers Seek, Expect Info Online

For family-owned poultry producer Foster Farms, a robust social media presence is required to address the questions and provide the reassurance that consumers actively seek.

“Increasingly consumers are asking more and more questions about where their food comes from and how it is made,” said Ira Brill, Foster Farms’ Director of Communications. “Our commitment to product quality is at the heart of authenticity, and Foster Farms is one of the west’s true authentic brands — having been founded in 1939 on the values of locally grown, and continuing as a family owned company today — has continuously evolved to include digital and social media tools to enhance our consumer engagement and contribute substantively to consumer conversation. From engaging influencer programs, to enticing recipes and social media content, Foster Farms aims to be a part of the discussion at every touchpoint.”

Photos courtesy of Foster Farms Instagram

Building Authenticity with Influencers

Social marketing strategists at Collectively understand how deeply consumer brands and consumers value authenticity.

“Influencer marketing works best when creators are empowered to make decisions about how best to present a brand story to their audiences,” said Natalie Silverstein, Collectively Vice President of Brand, Marketing and Culture.

“Creators are truly the experts in understanding what resonates with the people they’re in dialogue with every day. Authenticity shines through when an influencer actually believes in the product and has integrated it into their content in a way that feels almost effortless.”

Photos courtesy of Collectively Instagram

“For our food and beverage clients, we’re bringing opportunities to a wider set of creators beyond the more expected food and cooking influencers — lifestyle, health and wellness, parenting, photography, and more.”

Silverstein agrees authenticity is a higher priority now for food and beverage brands: “‘Authenticity’ has been the most-used buzzword of the industry for quite some time, and it continues to be a key goal for most brands. We believe this is a direct result of the broader cultural transformation around trust in institutions and other traditional gatekeepers of information.”

The post As Food Goes Global and High Tech, U.S. Brands Boost Authenticity appeared first on Fineman PR.

We’ve also heard from the well-known wine blogger Alder Yarrow on Vinography and Bloomberg’s wine writer Elin McCoy that the best ways to support the Northern California wine regions are to buy California wines and to visit Napa, Sonoma and Mendocino.

This was echoed by Karissa Kruse, president of Sonoma County Winegrowers, on SF Gate. As she noted, “More than ever, we need folks to come and support tourism here. This week, everyone is sending money to the Red Cross and emergency services. Next week, if you want to help, buy our wine.”

And choosing to buy California wine will certainly help, but that alone in not enough. As noted on SF Gate, one in four jobs in Napa and Sonoma are connected to wine and tourism. The restaurants and hotels (and the cooks, servers, dishwashers, housekeepers and front desk staff that work at them) also need support. Not only that, but most small- to mid-sized wineries don’t have much wine in distribution, and they depend on direct to consumer sales.

October and early November are typically among the region’s busiest times of year for tourism, with the buzz and excitement of harvest and usually ideal weather. At least anecdotally, the tourists haven’t come back yet. Just yesterday, someone with a close read on the Napa wine industry told me, “It’s surreal, this is normally the most vibrant time of the year for tourism and no one is here.”

So, what can we as Northern Californians do to help our regional wine communities as they continue to struggle with the aftermath of the fires? Yes, buy California wine, but more significantly plan a trip to the wine country, if not this weekend, then soon. Go to your favorite winery, or try a few new ones. Consider staying the night. Buy sandwiches at a local shop for a picnic, and dine at one of the many renowned restaurants for dinner. But most importantly, just visit.

Visitor resources:

Napa – www.visitnapavalley.com

Sonoma – www.sonomacounty.com

Mendocino – www.visitmendocino.com

The post After the Fires, How Can We Help Northern California’s Wine Country Communities? appeared first on Fineman PR.

What an organization says and does in the first hours of a crisis can make all the difference. Southwest defused the situation while United fumbled and added fuel to the fire.[Click on image for the full size infographic]

The post A Tale of Two Apologies appeared first on Fineman PR.

1) Non-Traditional Sources Are The Norm And Require Dedicated Focus (and Budget) What is it that is having the most impact on communications today?

“Social media and blogger influencers will gain even more relevance in playing a major role in consumer opinion and spending decisions and must be part of any integrated communications strategy.“

“Public Relations will evolve into a mar-com service as paid, earned and owned media continue to integrate. People are increasingly getting their news from social media and spending more time on those sites to connect with friends and family, so I think this channel will become even more important and prominent in public relations functions.“

“Non-traditional media spaces continue to increase in size and popularity. Newspapers are no longer the arbiter of what is or isn’t “news.” As social media/blogs/podcasts continue to capture and keep more consumer attention for longer amounts of time, there’s a need for professional communicators in these spaces.“
– PEW reports 68% of all American adults now use Facebook¹
– Popular YouTubers are hiring PR firms when they have a crisis²
– PEW reports as of 2016, 21% of Americans age 12 or older say they have listened to a podcast in the past month³

“There will also be a continuing need for content updates for Search Engine Optimization purposes. That includes the ongoing need to have the client’s voice heard and its values promoted to the audiences that will resonate with those values.“

2) Visual and Virtual Reality Platforms Are The “New” Storytelling, er, Storyshowing

“For Public Relations, storytelling and communication will remain important, but the medium for that storytelling will continue to evolve with even greater emphasis on visual communication.“

“And that goes for messaging, too. Visual mediums (especially video formats and virtual reality technology) will require specialized public relations professionals who are adept at developing technical, visually compelling content with ease. Agencies today are seeing the need to amp up their own offerings in this area, both for their clients’ business and for their own marketing purposes.“

“Virtual reality will transform how our industry tells stories. As VR equipment and technology become more accessible, public relations agencies will be able to construct entire worlds for fully immersive experiences.“

3) PR Pros Need Multifaceted Skills, Including Content Development, Project Management and Coding:

“On the issues and crisis side, the industry will need to continue to emphasize the need for timely, substantive communications with tools and technology that make the process more efficient. PR agencies are embracing an even more diverse mix of professionals with specialized experience in graphic design, content development and coding, in addition to traditional core communications skills.”

“Outstanding writing abilities alone won’t cut it for the next generation of communicators.“

4) PR Audiences Are Data Driven and Demand Multiple Sources for Credibility

“As public relations pros, our future with the enduring news media will be defined and enhanced by the data we’re collecting today and how we use it. It’s intelligence that is valuable and packaged conveniently if we are doing our job. We are constantly learning more about consumers – when they’re open to new messages, what influences their behavior and how to responsibly guide their decisions. For example, we’re seeing how brands break through the incessant clutter surrounding their audiences and make consistent gains toward building trust, reputation and loyalty, as well as recover from missteps.“

“That’s an important point.  I recently joined the PR profession because of its potential to grow. Mass communication is so cluttered and increasingly difficult to sort through. Consumers will want to get real information from reputable sources, and journalists will need resources to help provide for that need. As people become more and more wary of commercial advertisements, authentic stories and real news will be what they want. And crisis PR, I think, will always be significant especially as activism continues to rise and people seek consumers’ rights.“

“Corporate blunders will never end as they have their basis in human fallibility. There will continue to be a need to protect brand and organizational reputations from accidents that happen, libel, fake news and social media rants, and journalists will need resources to be sure they have both or all sides of the story.“

“It’s critical to point out that we are not necessarily talking about just press releases. I see more and more cases of journalists asking for statements, interviews, expert opinion and testimony, data and assets.“

“Communicators and credible journalists will have to work harder and together in the name of defending our professions and promoting real news.“

“Often, too, there is the multicultural component that will require journalists and PR people to work in tandem. Agencies and brands are seeing the need for hiring community and cultural insiders, people who know how to navigate the social space of each diverse community. This new reality is also an opportunity for creative development, as the mainstream becomes more accustomed and receptive to multicultural imagery, flavors, sounds, stories and products. I think the key to multicultural communications in the future will be subtlety, as opposed to, for example, trying to engage Latinos with a mustachioed guy in a sombrero speaking Spanish with Mariachi playing in the background.“

5) Constant Data Collection Sources Means Measurement Capabilities and Tools will only Increase. Get familiar with them.

“Program measurement is becoming more sophisticated, accurate and meaningful as technology continues to develop. Google, for example, is using credit card transactions to track how digital ad campaigns are linked to purchases. To extend that kind of technology means that we’ll be able to track how content consumed via online/mobile/digital channels impacts consumers’ offline purchasing behavior and vice versa. So, for example, say I read a magazine article about a new product and see an ad for that same product on Instagram; then after a few weeks, I decide to buy that product in a brick-and-mortar store. Measurement technology will be able to correlate my purchase to the magazine article and the ad. We have even more ways now to measure the value of our communications, but it is just the tip of the iceberg.“

“To Karmina’s point, we’re also seeing more companies using data collection in combination with technology to measure and influence consumer behaviors in new ways. The rise of smart personal assistant devices like Alexa and Google Home have brought behavior-tracking even further into consumer home-life, but are still trying to find the balance in what kind of content they can serve to consumers before it becomes too intrusive. Google Home recently came under fire for serving unsolicited ads to consumers who had selected to have their daily news voice-read to them. While technological capabilities increase due to better data collection, its more important than ever to craft stories that consumers will choose to listen to.“

As we look ahead to the second half of 2017, Fineman PR is fine tuning our own crisis, marketing and corporate public relations programs and service offerings accordingly. Which trends and predictions do you see changing our field? Join our conversation below.

^{1 http://www.pewinternet.org/2016/11/11/social-media-update-2016/
2 https://theoutline.com/post/1472/a-youtube-family-accused-of-child-abuse-has-hired-a-crisis-pr-firm
3 http://www.journalism.org/2016/06/15/podcasting-fact-sheet/}

The post Five Trends and Predictions Changing the PR Industry appeared first on Fineman PR.

For PR and communications professionals, our role is becoming more essential – and challenging. Sure, we’ve traditionally served as liaisons between the media and clients, but we are now bridging a quickly widening and more contentious divide. War has been declared: on media, on fake news, on press briefings, on magazine cover authenticity, on facts. And, there are more questions than ever for all involved, from journalists and media executives, to corporate spokespersons and political strategists, as well as public relations counselors:

What are the facts? Who can we trust? Where is the backup? What is the actual impact? Who is listening/reading/watching/reacting/posting? What next?

But before we rush out for emergency disaster kits and tackle each other for the last loaf of bread at the gas station, let’s get a grip. There may not be quick resolutions to the conflict at the national level. But, there are still core certainties to how we do business as PR professionals. Our approach still has a strong bearing on how our organizations and clients are perceived and positioned in the public eye. While techniques and vehicles for communications may be changing, and while tones may be shifting nationally, our professional rules of engagement remain rooted in good faith and good sense:

7 Core Rules of Engagement for PR Professionals:

1. Prioritize Substance and Strategy:

Don’t cave to the pressures of instant news or a 24/7 content cycle. Keep messages informed, backed by the facts, and guided by a long term strategy.

2. Be Credible and Stick to the Facts

Assume that any message or sound bite will be fact checked in real time and plan accordingly. Provide media backup and third party resources for facts or figures. Validate the credibility of any contributing sources.

3. Correct Misinformation Quickly

Humans make mistakes. Most (reasonable) people will correct them. If news coverage or public discussion requires correction, pursue it in a timely, reasonable and politely persistent manner.

4. Save the Flame Wars and Theatrics for the Other Guy

Your credibility (and your client’s) is worth more than a fleeting moment of instant stardom. Resist the temptation to throw a verbal punch for the sake of short term attention or emotional gratification. If you do choose a brazen approach, be armed with the facts and prepare for ensuing attention. Don’t shrink from the spotlight you’ve created.

5. Manage Expectations for Media Engagement, Set the Tone

It’s easy (and dangerous) to assume that your audience shares your understanding of the desired outcome for media relations. Give clients and journalists a clear understanding of the context for your engagement and discuss in advance how the process will work to avoid potentially, derailing surprises.

6. Engage Creatively

Social media content drives news and personal engagement. Period.  While traditional media dukes this one out, new media and social content are driving messages home on a personal level for most Americans. Use creative content development to your advantage, and target your audience and message for higher impact.

7. Embrace Diplomacy

It’s easy to engulf ourselves in heated debate, especially when traditional rules of public engagement seem to have gone extinct.  Keep your personal and political assumptions at bay. Set aside conspiracy theories for your personal fans. Journalists, clients, detractors and allies will listen far more intently to a calm, objective tone than a projectile verbal assault.

Now, to diplomatically resolve who devours that last loaf of bread…

The post Put the Popcorn Away, Today’s Media War Means Good PR Matters appeared first on Fineman PR.

1. Myth: “Reserve” wines are better

Fact: The term “reserve” is meaningless, and consumers should know this. In fact, there are no rules or regulations whatsoever regarding the use of “reserve” on a wine label. Its meaning is up to the customer’s interpretation. Many wineries do put their best wines in the “reserve” tier, but make sure that’s the case. If you’re visiting a winery, ask the tasting room team. Trust your local wine retailer’s input as well. Don’t spend more money, or believe you’re getting a better wine, just because the label says “reserve.” Here’s a more detailed explanation from Wine Folly.

2. Myth: If a wine costs more it must be better

Fact: While this is oftentimes true, it’s not always the case. Sometimes a wine is priced based upon where it comes from, its pedigree or scores from critics it has received for past vintages – none of which are a guarantee of quality in the wine you’re considering to purchase. There are many low- to moderately-priced wines, both domestic and imported, that are sure to please if you take the time to do a bit of research and trial. Utilize online resources that specialize in reviewing and recommending affordable wines that over-deliver on quality. Check out cheapwineratings.com.

3. Myth: Large corporate wine companies don’t make great wine

Fact: Many well-known and highly-regarded wineries are commonly owned by large wine conglomerates, and they continue to produce outstanding wines. In many instances, the founding winemakers stay on board continuing to craft the same wines that made them successful in the first place. This is the case with Jackson Family Wines recent purchases of boutique producers Copain and Brewer-Clifton.  If anything, being part of a larger company affords many wineries more funding to improve winemaking facilities and, in many cases, benefits the consumer by offering wider distribution opportunities.

4. Myth: Single-vineyard and “small block” wines are always better

Fact: Certainly there are many acclaimed vineyards that all but guarantee quality, and the resulting wines bearing these vineyard names on the label command high prices. Likely the most well-known vineyard, Napa’s To Kalon, is a great example.  Sonoma County’s Ritchie Vineyard and Heintz Vineyard are known for outstanding Chardonnay, both selling their fruit to many A-list producers, who also know they can charge a premium for these wines. However, many wineries produce single-vineyard wines or “small block” wines that aren’t necessarily of any higher quality (of course this is subjective) than their other wines. The “standard” wines are blended from several blocks within one vineyard or are sourced from several different vineyards. Look no further than Lynmar Estate’s Quail Vineyard Chardonnay, blended from numerous blocks (or parcels) throughout the estate’s 45-acre vineyard. The Quail Vineyard Chardonnay happens to be my personal favorite among the Lynmar Chardonnays.

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