by Max Marbut
Staff Writer
When times get tough people naturally begin to depend on their friends. It’s the relationships that count more than anything else.
That concept of personal interaction is also coming into play in the commercial arena, according to local public relations professionals. The art and science of delivering the right message to the right group at the right time is changing. The slow economy is contributing to the effect, but new technology is also coming into play.
“The changes in media are opening up new opportunities,” said Patrick McSweeney, senior account executive at St. John & Partners. “Five years ago Facebook was just being launched and there was no Twitter. Now both are being used to communicate.”
Jason Mudd, president of the AXIA public relations firm, said the downturn in the economy has changed the way businesses spend money to promote their products, services and image. The basic need is the same, but in many cases how they go about getting the job done is not.
“When the economy starts to slow down businesses may cut back on advertising expenditures but they still need to have visibility in their market,” said Mudd. “That’s where public relations comes in. Mass adverting doesn’t build the kind of relationships that PR can. You can’t overlook the relationship part of public relations.”
Mudd also pointed out the complementary relationship between public relations and advertising. Properly employed one can lead to the other or the two can work together for a greater effect than either alone.
“Many brands are built first with public relations, then that brand is maintained with advertising. That process can take months or even years,” he said.
While advertising and public relations have the same goals, McSweeney said, “Public relations establishes the consumer’s mindset about a brand, product or idea. It can also change people’s impressions and how they feel about a product.”
He also said a public relations campaign can often provide the best results for the marketing investment. Media placement has changed a lot since the days of two or three television networks and no Internet.
“The media landscape has become very fractured. There are so many options available it’s like trying to drink out of a fire hose,” said McSweeney.
Electronic social networking technology is one of the emerging media for both advertising and public relations. In addition to being portable, social networking sites also develop loyalty. McSweeney said a Facebook page developed for one client turned into a powerful marketing tool when it was time to roll out a new product. SJ&P had established the page for the Zaxby’s restaurant chain and had developed a community of what he called “fans.”
“We used it to introduce a new menu item,” said McSweeney. “It was a chicken sandwich called a ‘Nibbler.’ We let the fans know what day and what time they could go to a particular restaurant and try the new sandwich for free. The fans shared it with their friends and it spread virally.”
John Finotti, principal of Access Public agreed that the new technology is changing his business.
“It’s becoming more and more important to understand the capabilities and limits of social media,” he said. “It’s like electronic word-of-mouth but still the basics of getting a message to the right group of people still apply.”
Bonnie Upright started her public relations career when the Otis Smith Kids Foundation ceased operations. After several years as the nonprofit’s executive director, Upright decided to transition one of the organization’s most successful fundraising campaigns into a campaign to help other nonprofit groups.
It started with manatee sculptures that were sponsored by businesses then painted and decorated by local artists and put on outdoor display in locations all over Jacksonville. Ultimately they were collected and auctioned at a gala in the name of philanthropy. The concept also worked with the “Big Cats” and is now on the streets in the form of “Turtle Trails” to benefit the Child Guidance Center.
Upright said that even though she hasn’t been in the public relations business very long, technology has also changed how she does her work.
“It’s a 24/7 thing. I can have half a dozen new Twitters the first thing in the morning,” she said.
Upright also said the skill set she developed as the executive director of a nonprofit organization has been the basis of her public relations business.
“I love what this concept does for the artists and for nonprofit organizations and I help corporations develop their philanthropic strategies,” she said.
All three agreed the current conditions in the economy and business should be favorable for public relations to remain an important part of any marketing campaign.
“I think we have a very good climate for public relations firms in Jacksonville. We’re accepting new clients,” said Mudd.
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