HEALTH & SOCIAL MEDIA - WHO'S USING IT, WHY AND HOW?
by Linda Bernstein-Jasper

The Coyne PR Report, “Health & Social Media: Who’s Using It, Why and How?” examines what specific health-focused organizations and companies are doing within social media. Anecdotally, we have always heard that the health care system tends to lag behind other industries when it comes to innovation and adoption of creative solutions, but we wanted to check this out for ourselves.

While there are ample studies and reports on health care and social media, our analysis focuses on specific industries and the particular channels within social media that they are – or, are not – embracing.

The paper leads with a statistical overview of the public’s use of social media for health purposes, followed by a review of opportunities and challenges in the space.

To maintain focus, the Coyne PR team selected the following industries to review:

• Health advocacy groupsHospitals and health systemsThe pharmaceutical industryResearch/government organizations
• Health benefits providers

• Out of the five industries we studied, health advocacy groups are the biggest adopters of social media to advance their issues
• For instance, our research indicates that, of the 11 advocacy groups we looked into, 100 percent have their own YouTube channel and 91 percent use a social networking site, such as Facebook, MySpace or both


• Hospitals and health systems are just starting out in the space, but are doing so in
  interesting ways
• The Mayo Clinic is a stand-out leader in its embrace of social media



• Pharmaceutical companies are not particularly active in social media from a corporate point of view, though they do use various channels for specific initiatives for which social media is a “safe” medium
• For instance, Johnson & Johnson is very active on YouTube, using videos to educate viewers on various health topics



• Research and government organizations have an uneven relationship with social media: some organizations heavily embrace it, while others have no involvement
• The CDC employs social media for various initiatives, and has used it particularly effectively for the quick distribution of information regarding the recent peanut products/salmonella outbreak



• Health benefits providers, much like the pharmaceutical companies, don’t tend to use social media on a corporate level, but do use it effectively for specific initiatives
• Cigna and Humana are the most active in the space

GETTING THE MEASUREMENTS RIGHT WITH SOCIAL MEDIA
by Dr. Norman Booth D.Litt

Companies implementing social media strategies face a dilemma. How do you measure the brand impact of social media activity when multiple business units - many with their own sub-brand identity - promote overlapping products and solutions?

Right now, there are few measurement tools readily available to measure social media impact on the primary brand. At Coyne PR, many large clients with multiple BUs are collaborating with us to find ways to measure the social media impact to their core brand. The results have been encouraging.

Accurate return-on-investment calculations are possible in marketing activities where it’s feasible to isolate variables to identify incremental revenue. And today, the only internet-based marketing programs that can consistently generate bona fide results are pay-per-click, email direct marketing, search engine optimization, banner ad click-through and similar marketing programs. And even these initiatives can only generate reasonable ROI results for lead-generation or e-commerce-based transactions.

Social media tends to be vague and anecdotal, and because it’s a dialogue rather than a one-sided message, consumers control the passion and frequency of the conversation. From a traditional marketing perspective, it’s a difficult concept for senior management to comprehend -- much less measure with any accuracy.

With traditional customer relationship management programs, initiatives are focused on linking consumers to the company to create brand stickiness. CRM programs are measured using well-established CRM metrics, but we also know that social media activity increases corporate reputation, brand stickiness, and social engagement. Metrics for these measures are not so well defined. At Coyne PR, we have found that the best way to know how social media impacts a single brand is to directly connect social media initiatives to core brand measurement activity. So, it’s not just about jumping in on any particular social media discussion; it’s about how to direct social media activity in a way that achieves the objectives of the corporation.

From a social media perspective, several variables of brand equity can be measured including Brand Loyalty, Brand Awareness, Perceived Quality, Brand Associations and “other” proprietary brand assets which provide a competitive advantage, like brand extensions, channel member interest. These brand equity variables can be organized into three categories and correlated with social media measures.

Core Outputs
We can measure the effectiveness of social media initiatives such as whether a campaign creates positive/negative complimentary links (brand associations), or if the number of positive/negative reviews produced by community influencers increases (perceived quality), or whether the total number of people engaged in a blog discussion reflects an increase in the frequency of positive/negative company references (brand awareness and channel member interest).

Measurable Behavioral Outcomes
More difficult to capture is the measure of real behavioral change resulting from a social media program. This variable might represent the quantifiable change in the growth of key on-line influencers or an increase in traffic reflected in blog aggregators for the firm’s recently launched product or solution (brand loyalty).

Achievable Business Results
This is a measure of how the social media program, campaign, or activity helped the organization achieve a specific business objective and helps to quantify the business result. For example, we can measure the adoption rate for a new product/solution—that is, the incremental boost in sales resulting from influential social media activity, or the adoption/penetration of an integrated cross-BU solution within a pre-defined market segment based on social media initiatives.

Correlating brand equity elements with specific social media measures allows businesses to optimize social media-generated brand equity. The more companies can quantitatively measure the social impact on their brand equity, the better. The closer those measurements come to aligning specific BU business initiatives with corporate business outcomes, the better.

How rapidly people respond to a social media call-to-action, write a review, participate in a discussion or forum, or forward a recommendation to a colleague can all be actively measured. What we want to know is whether BU-generated social media efforts are having any incremental impact on the corporate brand equity, and if so, how much. So, even if a BU-initiated social media activity is producing a good return in terms of its single specific metric, if it isn't accelerating the corporate business outcome and contributing to the company’s core brand equity, then it’s time to revisit the effort.

Dr. Norman Booth, D.Litt is an Assistant Vice President at Coyne PR.

GETTING THE MEASUREMENTS RIGHT WITH SOCIAL MEDIA
by Dr. Norman Booth D.Litt

Last November, the U.S. Preventive Services Task Force published new guidelines that recommended against routine mammography screening for women in their 40s and less-frequent screening for older women at average risk of developing breast cancer. The guidelines also said there was no evidence to support doctors' teaching women to do breast self-exams.

This counsel sparked confusion and anxiety among patients and added to the chorus of accusations that the changes amounted to rationing of health care -- all serving to exacerbate fear and doubt about the direction and intent of Washington's health care reform. And, to add "clarity" to the unfolding drama, the American Cancer Society reaffirmed its support for routine screening to begin at age 40.

Welcome to the era of evidenced-based medicine (EBM).

Best available evidence

EBM applies the best available evidence gained from the scientific method to medical decisions. It seeks to assess the quality of evidence about the risks and benefits of treatment, or, in some case, lack of treatment.

As health IT rapidly penetrates the medical community, new research will sharpen the role of EBM in clinical diagnosis. As new research grows exponentially, winding its way to physicians through journal articles and meeting presentations, it will not be surprising that significant information may slip by a busy physician -- and that some clinical decisions about patient care might be made without benefit of the most recent evidence.

How prevalent is the problem of trying to stay informed? Experts interviewed by MedPage Today (Neale, 2009) explained how challenging it is to keep up with mountains of new research information. "To some degree or another, I think it's very widespread," said Richard Deyo, MD, MPH, a professor of evidence-based family medicine at Oregon Health & Science University in Portland. And, according to Gordon Guyatt, MD, of McMaster University in Hamilton, Ontario, who is credited with coining the term "evidence-based medicine," most physicians practicing today were not trained in an era of evidence-based practice."

Moreover, a 2003 survey released in the New England Journal of Medicine found that only 54.9 percent of those surveyed received the care recommended for their condition.

The trend of leveraging health care technology in clinical research, combined with the almost impossible task of keeping up with every significant finding, means that well-informed patients are becoming increasingly valuable as partners in their own health care.

How effectively the health care industry uses communication channels to convey complex research findings that contradict widely held beliefs will be critical to building an EBM foundation of knowledge for both physicians and patients.

Health care communications

For example, when it comes to health care communications, we know that people pursue a wide network of both online and offline health information sources. Years ago, patients may have contacted a health care professional, a relative or a good friend. Today, they are also reading blogs, researching topic-specific Web sites, listening to podcasts and satellite radio programs, updating their social network profile and sharing health care experiences. Health-related communication activities are more frequent and intense than ever before.

But does all this communication make any difference in patient outcomes?

A recent study by the Pew Internet/California HealthCare Foundation found that communications technology is not an end, but a means to accelerate the pace of discovery, widen social networks and sharpen the questions patients ask when they talk to a health care professional.

According to the study, online health inquiries are having an impact on health care decisions. The study found that:

• 60 percent said the information found online affected a decision about how to treat an illness or condition;


• 56 percent said it changed their overall approach to maintaining their health or the health of someone they help take care of;


• 53 percent said it lead them to ask a doctor new questions, or to get a second opinion from another doctor;


• 38 percent said it affected a decision about whether to see a doctor; and


• 38 percent said it changed the way they cope with a chronic condition or manage pain.

Forty-two percent of adults, or 60 percent of patients, said they or someone they know has been helped by following medical advice or health information found on the Internet. This is a dramatic change from the past. It's clear that communication inspires activism and informs clinical discussion.

A reputation of care

A health care organization's reputation, profitability and its continued existence can depend on the degree to which its targeted communities support its goals and policies. As health care executives recognize the importance of public relations to the success of their organizations, they increasingly rely on public relations specialists for advice on the strategy and policy of such programs. A well-developed online communication strategy, clearly articulated, can help to facilitate the human connection in health care.

Public relations specialists do more than "tell the organization's story." They understand the technology, the research, the attitudes and concerns of physicians, patients and public interest groups, and establish and maintain cooperative relationships with journalists and social media practitioners who help us make complex and confusing messages about EBM a little easier to comprehend and accept.

Dr. Norman Booth, D.Litt is an Assistant Vice President at Coyne PR.

THE NEED FOR “BRAND LITERACY” IN AN ERA OF UNIVERSAL CARE

As the ink dries on the recent health care reform bill, the pharma industry must now prepare for the influx of nearly 32 million currently uninsured people of all ages and backgrounds into the system over the next few years. While the long-term financial upside of universal care will be significant, the industry is especially vulnerable to an increasing and often overlooked threat lurking in the shadows of health care reform - low health literacy.

How can low health literacy threaten a brand? Health literacy is defined in Health People 2010 as: “The degree to which individuals have the capacity to obtain, process, and understand basic health information and services needed to make appropriate health decisions.” Consider that 90 million people in the United States - nearly half the population - have difficulty understanding and using health information, according to the Institute of Medicine. Further, it’s estimated that only 12 percent of Americans have proficient health literacy skills (National Assessment of Adult Literacy).

Research suggests that patients with low health literacy take medicines on erratic schedules, don’t follow instructions, or simply don’t take time to read medication labels correctly – putting themselves at an increased risk for preventable adverse events. Also, growing demand for specialty drugs to treat cancer, multiple sclerosis and rheumatoid arthritis adds a layer of complexity for patients, requiring a higher level of patient education for these medicines.

Currently, more than half of the insured population takes chronic medications. As the nation’s population ages and health coverage expands, the aggregate number of people using prescription drugs will grow. The risks associated with medications and patients with complex medical conditions will not go away merely because health insurance will be more readily available – in fact it will likely increase.

Combine the risk of a potentially serious (and ideally preventable) adverse event due to inappropriate use with an aggressive “real time” news environment, and communicators can quickly find themselves in the middle of an issues fire drill defending a brand’s reputation. Throw in the potential for lawsuits, on-going litigation, and a media circus on side effects, and it’s easy to see how low health literacy can ignite a negative financial and reputational environment for a brand.

Building “Brand Literacy” for Your Products This shifting landscape we are facing presents a perfect opportunity to assess or reassess a brand’s communications approach. This assessment can be conducted through a “Brand Literacy 7-Point Audit” – a simple, yet effective means to evaluate the simplicity of your communications. Following are seven “brand literacy-friendly” tips to assess and enhance your current communications approach:

1. Map Brand Vulnerabilities: Take a fresh and critical look at your current brand issues mapping and messaging to account for those specific adverse events and areas of vulnerability that need to be mitigated through new education/communications. Ensure you can talk to enhanced efforts undertaken by your company/brands to support appropriate use.
2. Test Your Language: Facilitate focus groups or one-on-ones with target consumer populations to gain feedback on your messages and materials. If the audience cannot easily understand and comprehend your information, you may want to revisit it based on the feedback. It’s important to note that those audiences identified as most vulnerable to poor health literacy include the elderly (age 65+); people with chronic mental and/or physical health conditions; minority and immigrant populations; and low income groups. In reality, a lot of patients who need medications do not understand their conditions or the medications they are taking. Take the time to test your materials and messages to ensure they resonate, and make them multi-lingual.
3. Cast a Friendly Web: Assess from your focus groups whether your brand site is user-friendly and clearly addresses the appropriate use for your product. Where possible, look to simplify package insert-like language, which tends to be complicated, and instead translate the information for all educational backgrounds. Further, “a picture is worth a thousand words” - consider how images can complement your brand story, where appropriate.
4. Engage Partners in Literacy: Many third-party health organizations are taking steps to improve literacy through enhanced communications on symptoms, diagnosis and treatment options related to their membership. Seek opportunities to support literacy education in your respective health categories, and explore linking to these sites. Third-party sites rank high in credibility and trust among consumers searching for health information online.
5. Tap the Frontline Experts: Take time to listen to physicians, nurses and pharmacists in your health category living on the frontline of care, as they can provide the greatest insights on patient needs, barriers, and those tools that have the greatest “real world” use and impact on a day-to-day basis. They can also provide important feedback on how the influx of new patients may impact them and ways your organization might better support them.
6. Think Socially: The Web is a hotbed for health care advice and information. To that end, consider tapping into social media networking groups and relevant search engine optimization strategies that will drive Web traffic such as cross-linking and the use of frequently researched words. Also familiarize yourself with those blogs, bloggers and communities that provide ongoing advice and education on health categories relevant to your brand. Many bloggers are open to background briefings and can help you communicate your brand or company POV around an issue.
7. Harness the Power of Mobile Technology: The explosion in the use of Web-based mobile phones for social media engagement and texting among all ages and backgrounds represents a transformational - and personal - communications channel for the delivery of health care messages in the future. For example, SMS text programs can deliver patients reminders to take their medicine, schedule a follow-up medical appointment, or share important treatment-related information, or news on local health events. The mobile phone represents the new frontier in personalized health communications – delivering “brand literacy” messages to the palm of a patient’s hand.

In summary, low health literacy is an increasing issue that must be championed at all levels of the health care industry - the government, health care companies, physicians, and payers to name a few. Fact is, pharma companies are the most visible and vulnerable audiences in an era of universal care and should consider “brand literacy” initiatives that support appropriate use messaging.

While we cannot make consumers health literate or take medications as directed, we communicators can be change agents who deliver the “brand literacy” tools and messages that support appropriate use for tomorrow’s health consumers. With 32 million uninsured people entering the system, and low health literacy lurking in the shadows, a brand’s reputation may depend on it.

Kelly G. Dencker is a Senior Vice President at Coyne PR. He is engaged in all aspects of the health care business, including stratgic and creative account planning and management, digital health communications, issues management, and the development of new products and services. For more information, please contact kdencker@coynepr.com.

THE RISING INFLUENCE OF PETS IN SOCIAL MEDIA

The public relations industry watched the rapid rise of the “mommy blogger” with trepidation, unsure of how to approach these citizen journalists in the proper way. Over the last three years, agencies across the country have developed social media codes of conduct and blogger outreach methods to help guide them through the ever-changing social media landscape. Now, as the mommy bloggers have harnessed their potential, many public relations professionals are left to ponder what group is next. It has become clear over the last few months that a new community is beginning to take shape within the blogosphere and Twitter/Facebook worlds. This new group of influencers isn’t formed of mothers or fathers per se, but instead, of tails and scales, paws and claws. Pets, who play a crucial role in the lives of millions of Americans, have found their way online through their “pet parents” with their voice becoming louder each day.

Pet public relations is on the cusp of a revolution, or perhaps better said, an evolution. Gone are the days of “owning” a pet. Instead, there are millions of pet parents who are turning to each other, and the media, for advice on raising and keeping their animal “children” healthy and happy. Yet, the traditional pet media industry is shrinking. As the print news industry continues to decline, reporters are laid off, or retire and are never replaced. Publishers are cutting back on staff deemed “non-essential” and often pet writers are among the first to go, despite the industry pouring more than $47 billion into the American economy each year (APPA). Take for example that five years ago, there were more than 100 pet editors at daily and community newspapers across the country. That number has now dwindled to less than 40. As the pet coverage in mainstream media continues to decrease, consumers are turning to the internet for news. In light of this changing media landscape, pet product manufacturers that want to stay fresh and relevant will have to quickly follow.

The animal bloggers, tweeters and Facebook users are beginning to organize and are in the early stages of forming a powerful community. According to Twellow, an online directory for Twitter, there are more than 69,000 pet-related profiles on Twitter, while the Associated Press reports that there are more than one million active monthly users on Facebook’s third-party applications such as Dogbook, Catbook and Fishbook.

In April, a key group of these influencers came together at BlogPaws, the first-ever pet blogger conference. The event was well-attended with close to 250 bloggers and several top companies within the pet industry represented, including: Del Monte, Bissell, PetSmart, Petco, Purina, Wellness and Kodak. BlogPaws served to bring this tight-knit community even closer together and reaffirmed to many that they do matter in the pet industry. The hundreds of bloggers who were in attendance walked away with a newfound confidence and sense of purpose with many of them pledging to use their influence for a common good. As a result of the success of the first conference, a second is planned for Denver in September. As this community continues to grow and become increasingly organized, pet companies need to re-evaluate their communication strategies and define a path that includes social media. However, when developing that plan there are a few key considerations:

1. Understand that the audience is the pet. Unlike mommy bloggers, most pet bloggers write from the animal’s perspective. Whether it’s a product review or a news announcement, it’s the dog/cat/bird that will be saying it. PR professionals should know the animal’s name and know how the person behind the blog is addressed: the human, the food lady, mommy or daddy.




2. A common thread among this group is philanthropy. They love not just their pet, but all animals. Companies that want to make an impact with pet bloggers/tweeters will recognize this and develop social media campaigns that include a causal element. This group wants to make a difference in the lives of animals in any way possible. Give them an opportunity to help do so and they will embrace it and your companies.




3. Health issues are acceptable topics of discussion. While people may keep health problems under wraps, in the pet world, it’s acceptable dialogue. Whether its obesity, allergies or seizures, these problems are openly discussed and the people behind the blogs are looking for advice and products that can help their pet become healthier and happier.




4. Death comes fast and often in the pet world. Referred to as “crossing Rainbow Bridge,” news of a pet’s death is shared and it often serves to bring pets all across the social media sphere together. Whether it’s a moment of Twitter silence, a blog post or a Facebook fundraiser, tributes abound for the pets that have crossed over. PR professionals need to research a blog even if they worked with the blogger a few weeks prior. It is acceptable to acknowledge the passing with the blogger either when it happens or the next time you work with them.




5. Social media pets speak a different language. It’s not the anniversary of a pet’s adoption day, it’s a Gotcha Day. Birthday? How about a Purrthday? Human? It’s a bean. Each blog, Twitter account and Facebook page are different, but most use similar language. Emails back and forth with the cat/dog/bird will be conducted in their language, whether it’s puny English or phonics. Want to make a connection with the blogger? Learn the language and make an attempt at speaking it.

In summary, as the pet industry continues to grow, no matter what the economy, this online community will also move forward, gaining new members, forming networks and defining their presence. Pet companies will have to grow and evolve with these new key influencers if they want to gain or retain relevancy within the industry. Most companies have a social media code of conduct and by understanding a few key differences within the pet communities, the processes already in place will guide PR professionals in the right direction to develop and execute impactful social media programs.

Jennifer Lilly is an Account Supervisor at Coyne PR. Jennifer offers clients strategic counsel, program development, media relations and a passion for the pet industry. She is an adoring pet parent to her cat Tuck and in her free time is an active pet blogger. For more information, please contact jlilly@coynepr.com.

Mapping and Leveraging Influencers in Social Media
To Shape Corporate Brand Perceptions

Norman Booth
Coyne Public Relations, USA
nbooth@coynepr.com

Julie Ann Matic
Communications Specialist, USA
julieamatic@gmail.com

The emerging new influencer community is wielding significant power over the perceptions of brands and companies, largely driven by the rapid expansion of social media channels through which influencers communicate. The “nobody’s” of the past are now the new “somebodies” demanding the attention of communication professionals who seek continuous engagement with targeted consumers throughout the various channels of the social Web. This paper reviews a customizable valuation algorithm created to identify the “new somebodies” which are the influencers creating a revitalized level of brand awareness for companies. The index valuation algorithm measures a cross-section of variables that numerically rate influencers in the social media conversation about a particular company, product or service. The index also identifies the “conversation points” that should guide engagement with each individual influencer, determining aspects such as subject, and tone, and identifies who these influencers are. This information helps us understand how these “somebodies” influence traditional target audiences, and help communications professionals establish strategies to reach these new influencers. Integrating the influencer index data into a holistic social media strategy provides a comprehensive social media approach for optimizing brand equity.

The Brand Will Be Socialized Global enterprises are struggling today to understand how social media impacts their brand. Corporate management is witnessing a new level of activism from an influential constituency rarely heard from in the past - ordinary consumers. Many of these new consumer influencers are gaining a large share of voice in the market thanks to the power of the Internet, and to technologies that bring together people who share common interests. Consumers are impacting brand equity as never before. This unnerves corporate marketing management with responsibility for brand management. How can corporate marketing control the reputation of their brand in an environment which is increasingly out of their control?

Companies feel pressure to control the brand conversation. They may not currently have a voice in the social media space and feel an acute need to immediately jump in the conversation flow to simply catch up. However, establishing a presence on Twitter or Facebook without the due diligence required to make the effort worthwhile will produce few worthwhile results. Establishing a presence on these sites for the sake of maintaining control over the brand discussion provides the illusion of taking action and taking action often feels like taking control.

The truth is that corporate marketing never had control of the brand. The ownership of the brand and its reputation has always belonged to the consumer. Some companies outsource the solution to this problem to a digital marketing agency, which will deliver services, which focus on the technical development of Internet-based marketing products. These services can include Web design, e-mail marketing or microsite software development. Additional services may include viral marketing campaigns, banner advertising, search engine optimization, podcasting or widget development. Digital marketing agencies tend to emphasize Web-based tool development as a means to an end – focusing on everything except the most important social media element: the quality of the relationship between the firm and the consumer.

Public relations professionals know that the key to influencing a brand's perception in the social media space is to concentrate on mastering relationships -- not the technologies. Consumer consumption of the various elements of the social Web in recent years has become a driving force in the way public relations practitioners are developing and maintaining corporate brands and images. Interestingly enough, not long ago fellow practitioners were “once considered ‘laggards’ in regards to (the) adoption of communication technology” (Eyrich, Padman and Sweetser, 2008, pp.412-141). As millions of Americans began to turn to the Internet for information and content, a fundamental shift was occurring among public relations practitioners who started to integrate social media into corporate communications plans to reach their audiences.

As noted by respected social media thought leader Brian Solis in “The Social Media Manifesto,” social media is the biggest evolution to date in the history of public relations. The Internet has become a mainstream medium that is “even more significant than the introduction of radio, television and motion pictures. With the injection of social media tools into the mix, people now have the ability to impact and influence the decision of their peers and also other newsmakers”(Solis, 2007). As a viable marketing channel, the Internet has allowed the democratization of knowledge giving companies, public or private; brands, small or big; and people local or celebrity, an equal footing to share information. Because of this, anyone and everyone is a content producer and can potentially wield significant influential power. “Social media encompasses all the online technologies that people collaborate on, including their opinions and experiences as well as sharing different perspectives” (Breakenridge, 2008, p.71).

This shift has created a new landscape where public relations professionals have moved towards a mixed-motive two-way symmetrical model of communication. A hybrid of one of the four models of public relations developed by theorist James Grunig and Todd Hunter in their 1984 book, “Managing Public Relations,” the mixed-motive model of communication attempts to “satisfy the interests of organizations while simultaneously trying to help a public satisfy its interests” (Grunig, Grunig and Dozier, 1984, p.309). In other words, there is a give and take – sharing – in the flow of communication.

Today millions of users share content such as updates, videos, and photos with their online social community. “In 2009, the U.S. Internet population will grow to nearly 200 million users or 65 percent of the total population” (Phillips). Almost all demographics across the board are showing an increase in growth. One such segment is the meteoric growth of women who participate in social media. According to the 2009 Women and Social Media Study (Wright and Camahort Page, 2009) “42 million U.S. women online weekly participate in some form of media activity (e.g., social networks, blogging, reading blogs, posting to blogs, message boards and forums and status update).”

Social media as we know it today – from blogs, micro-blogs, to wikis, product reviews and social networking sites – is not a new concept. Weblogs or “blogs” have been around since the 1990s and more than a decade ago, “the first recognizable social networking site was launched (Boyd and Ellison, 2007)” in 1997. The site, SixDegreees.com, was the precursor to social network behemoths like Facebook.com with a similar concept that allowed users to connect and share information with their friends. The site allowed users to develop their own digital communities and networks through a profile page where users can search for friends and share information. Although the site failed along with the dot-com bust in the early 2000s, the idea that people and companies can “push” content and information is as strong as ever.

Brand Ownership
The rate in which Americans are using the Internet for social media purposes continues to increase year-over-year. Most notably, social networking and (micro-) blogging sites and video have increased with “4 out of 5 Internet users visit a social network site on a monthly basis with Facebook and Twitter propelling much growth in the industry and six out of seven U.S. Internet users now view online video content in a month” (Radwanick, 2009). With this increase, brand ownership is increasingly being shared among consumers and the brands themselves. Through social networks, blogs and videos, consumers are entrenched in the dissemination of information. Long gone are the days when media would communicate a brand’s message to consumers. Consumers are now the individuals broadcasting personal or second-hand stories to their social networks and the world – they are a brand’s storytellers – the new brand ambassadors.

These storytellers must be leveraged and cultivated as part of a firm's social media strategy. Recognizing who your storytellers are and engaging them in your brand’s discussion can shape, or in some cases, protect a brand’s reputation. Companies must “listen” and monitor what is being said throughout the many channels of the social Web. Whether the conversations generated are positive or negative, having a firm understanding of their content and the fact that they are even occurring can turn an unhappy consumer into a brand advocate. Companies must first listen and then act to have an active hand in owning their brand’s story.

A good example of what happens when companies fail to listen to consumers or act on grievances is the case of the “Motrin Moms.” The ads, launched in magazines and online on September 2008 centered on new moms who carry their babies in slings (and who might need Motrin). They likened the sling to a fashion accessory and said that while toting the baby can be tough, it "totally makes me look like an official mom."

“Women saw the ads as sarcastic pokes at motherhood, and the backlash quickly hit a boiling point. Within five hours of the first ad debuting, social media micro-blogging site Twitter was being deluged with “tweets” and organized moms created a hashtag that registered the reaction to the ads. The following day, the outraged moms uploaded videos on YouTube to express their anger, and shared hundreds of posts by mommy bloggers across the country.

It was only on the third day since the ad appeared that any action was taken by the company. The online ad was removed and an official apology was released to the public, but not without the countless negative comments and social media content that was uploaded. Had the company listened and engaged consumers in understanding their grievances, the initial and ongoing backlash could have been avoided” (Pettrecca, 2010).

Given the veracity of the potential consequences of social media backlash, the idea of control is a huge barrier in the adoption of social media among companies. Juxtapose to consumer consumption of social media, the adoption rates by companies have been slow, because like a “bad habit, the urge to control has confounded many of their best efforts. The problem is that marketers cannot control interactive communication, for the simple reason that interactive communication is not a monologue, but a dialogue” (Peppers and Rogers, 2010). But the changing political climate in corporate marketing management seems to be shifting toward adoption, where research points to a higher rate of penetration among companies. “In early 2007, the results of a groundbreaking study into the adoption of social media within the Inc. 500, an elite group of the fastest-growing companies within the United States, were released. Not only is this widespread adoption being driven by strong familiarity but also from the recognized critical role of social media to a company’s future success in today’s online world. When queried about the importance of social media, 26 percent of respondents in 2007 felt that social media is “very important” to their business and marketing strategy. That figure rose to 44 percent in approximately one year” (Mattson and Ganim Barnes, 2008, p1).

This is a clear indication that businesses understand the value of social media, yet issues such as controlling the message or the lack of knowledge in managing online reputation is a barrier. Companies must change the way they think and approach social media. Even if they decide not to participate, chances are there will be someone engaging audiences and shaping brand perception in the social media universe for them. For better or worse, content is shared instantaneously, so why not share ownership by being part of the conversation?

The Importance of Identifying Activist Influencers
Before any engagement begins in social media such as blogger outreach, practitioners must develop a strategy and align it with communications objectives. “The goal is to stimulate an engaging conversation that allows us to change perception, diagnose expectations and bring clarity to the dialogue. That’s the essence of developing a brand strategy – the foundation of your communication that builds authentic relationships between you and your audience. It is by defining your brand strategy that allows you to utilize marketing, advertising, public relations and social media to consistently and accurately reinforce your character. Without defining the core strategy, all channels of communication can often become a hit and miss expense.” (Tsai, 2009).

A Customizable Social Media Valuation Algorithm
With more than 100 million blogs in the United States alone, identifying bloggers can be a daunting task for practitioners. In an effort to streamline the analysis and identification process of influencers, a valuation algorithm was created to help practitioners create a list of key relevant bloggers. The fundamentals in the development of corporate communications campaigns and plans remain the same in social media as they do in public relations. After the initial decision-making process, practitioners must then define communications objectives to begin mapping out influencers in which to engage in a digital conversation.

“Influentials generally do have many direct "friends" and "followers," but what makes them truly valuable is the number and relevance of their extended or indirect connections” (Hall,2010). The valuation algorithm or influencer index seeks to measure these connections to determine blogger influence. The influencer index identifies key influencers; helps brand managers understand how they influence other more traditional target audiences; and aids in establishing new strategies to reach these key influencers. The model evaluates of a cross-section of variables, and illustrates a methodology for engaging these influencers in order to support brand affecting communications objectives.

The variables are measured both quantitatively and qualitatively to determine a numeric rank of the blogger’s influence. Additionally, the index identifies “conversation points” that guide engagement with each individual blogger, determining aspects such as subject, and tone.

Additionally, the index also identifies conversation points that are intended to guide engagement with each influencer, determining aspects such as subject and tone of conversation. Below is a list of each variable and its definition, as illustrated in the graph below:
• Viewers per month (vpm)– the number of visits to the blog per month
• Linkages – the popularity of blog post links inbound and outbound
• Post frequency – volume of posts per given time
• Media citation score – volume and level of media that cites blogger
• Industry score – number of industry guru points based on industry events such as key notes, bylines and panel participation
• Social aggregator rate – level of participation in the social Web (e.g., Twitter, Other bloggers/blog communities, LinkedIn, etc)
• Engagement index – reader response and the quantity of comments
• Subject/topic related posts – volume and velocity of subject/topic related posts
• Qualitative subject/topic related posts – qualitative review of subject/topic related posts
• Index score – identification and rank of influencer in the social Web based on above variables


The algorithm ranks bloggers based on an average weighted score called the “index score.” The development of the influencer index measures not only quantitatively but also qualitatively. To compute the index score, a rating system has been created to assign a value to each variable. The rating score measures on a scale of 1-5 defined as “poor, fair, good, very good and excellent.” Each variable is given a specific scale to measure and rate. The values in the rating system are based on segmenting the differences between an “excellent” influencer to a “poor” influencer. In addition, variable research uses social media monitoring services, manual identification and blogger authority vendors.

Shown on the following page is the influencer index that provides a graphical illustration of the customizable valuation algorithm.

Because the algorithm is customizable, practitioners seeking to uncover a desired variable can add or delete from the influencer index to fit their needs.

Tiered Index Results
As you begin to identify high-value bloggers it becomes possible to categorize them into specific tiers. Tier A blogs have a large readership and tend to be more news-oriented with their writing. They are often less social than Tier B and C blogs and do not provide the advantages a specifically targeted reach. Frequently, Tier A blogs have a team of contributors, accept advertisements, treat their topics in a broad context and provide the opportunity for expanded content. Many on-line news outlets fit this description.

Tier B blogs draw fewer readers than Tier A blogs, but end to be more focused on a particular topic, providing insight and information occasionally found nowhere else. These writers are considered to be passionate authorities on a subject by their readers. Tier B blogs are often on the verge of massive recognition, often searching for ways to monetize their popularity.

Tier C blogs often draw the smallest amount of traffic, but can be the most influential outlets due to their extremely targeted subject matter. Authors of Tier C blogs are the grassroots enthusiast searching for the story, topic, link or scoop to propel them out of obscurity into the public eye and because of that desire, they write as passionate experts – not as objective, or trained journalists. Frequently, Tier C outlets provide frank, candid, detailed product reviews, and serve as springboards for op-eds and forums for thoughtful discussion.

Integrating Results into a Social Media Strategy
Each brand campaign requires a specific strategy to find, analyze and engage with appropriate blogs and bloggers. A well-developed strategy can help ensure effective results. We use a consumer-to-consumer process (C2C) as step-by-step strategy to optimize blogger outreach:

1. Set Objectives and Strategies
• Establish measurable goals that relate clearly to the initiative
• Pinpoint target audience leveraging the influencer index results: professional bloggers, emerging bloggers, general interest bloggers, academics, developers, consultants, media and analysts
• Define parameters of the activity
• Determine strategic approach including reviews, contests, giveaways, causal, informational, sneak peek, invitations to key events


2. Search & Analyze
• Keyword searches
• Brand, product, services, competitors, industry experts
• Search engines (Blog search, Google.com, Technorati.com, Alltop.com)
• Existing blog list (blog rolls and network affiliations)
• Analyze
• Subjectively: 45-to-1 rule – devote a minimum 45 minutes to reading every blog to determine relevance. Review “about me, section, postings, comments, tone
• Three key questions: Who is talking? What are they saying? Do we fit in the conversation?
• Objectively: Viewers per month, index authority rating


3. Engage and Socialize
• Engagement
• Clearly identify intent
• Topic before client
• Explain relevance
• Ask, don’t tell
• Say “thank you”
• Socialize
• Comment on relevant postings
• Follow on Twitter and social aggregators
• Connect on social networking sites


4. Report and Refine
• Agree on format and/or service
• Link to objectives
• Refine strategies


Conclusion
In the world of social media, practitioners are transforming the way to communicate with their target audiences. While the fundamentals of public relations are essentially the same as social media relations, the addition of this new marketing channel allows practitioners to engage with influencers one-on-one. Practitioners must listen and act strategically and almost act immediately to continue consumer conversations about their brands. With the immense growth of bloggers and their increasing power as influencers for media and consumers alike, analyzing and evaluating the most influential will be a vital part to any social media campaign.

The creation of a customizable valuation algorithm or influencer index is helping practitioners analyze and evaluate the varying degree of influencer on a particular topic or subject. The dissection of a cross-section of variables provides a qualitative and quantitative review of each blogger being analyzed. The influencer index produces an influence score to help practitioners better identify the various influencers.

Identifying the tier of the influencers and how these influencers integrate with a brand’s social media strategy will ensure a social media engagement that produces measurable results that positively contribute to brand equity.

Bibliography
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Breakenridge, Deidre. PR 2.0: New Media, New Tools, New Audiences. Upper Saddle River: FT Press, 2008.

Chris Charron, Jaap Favier, Charlene Li . “Social Computing.” 2006.

Eyrich, Nina, Monica L. Padman and Kaye D. Sweetser. "PR Practitioners' Use of Social Media Tools and Communication Technology." Public Relations Review 34.4 (2008): 412-414.

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Radwanick, Sarah. The 2009 U.S. Digital Year in Review. Whitepaper. New York: comScore, 2010.

Solis, Brian. The Social Media Manifesto - Integrating Social Media into Marketing Communications. 11 June 2007. 31 March 2010. .

Tsai, Eric. socialmediaschool. 04 September 2009. 27 March 2010. .

Wright, Susan and Elisa Camahort Page. 2009 Women and Social Media Study. Study. Sammamish: Compass Partners, LLC, 2009.

Wright, Donald, Hinson, M. (2009), “An Analysis of the Increasing Impact of Social and Other News Media on Public Relations Practice,” Institute for Public Relations

Chris Charron, Jaap Favier, Charlene Li with Jennifer Joseph, Manuela Neurauter, Sally M. Cohen, Tenley McHarg, Jed Kolko , (2006) "Social Computing: How Networks Erode Institutional Power, And What to Do About It."

CREATING TALKABLE BRANDS: CliffsNotes from School of WOM

by Tim Schramm, Senior Vice President

It was fitting that the Word of Mouth Marketing Association’s (WOMMA) recent School of WOM conference, “The Art & Science of Creating Talkable Brands,” took place in Chicago. One night over the course of three days in the Windy City, a colleague and I decided to take in a Cubs game at Wrigley Field. While neither of us are the biggest baseball fans, we couldn’t pass up the chance to visit the “friendly confines” famous for its ivy covered walls, the wooden, hand turned scoreboard above the center field bleachers; and the old time look and feel of a ballpark built in 1914.

The side trip to Wrigley was an example of why we were in Chicago in the first place – to hear and share best practices in creating talkable brands. The Cubs may be a bad team year after year, but the positive word of mouth about their iconic ballpark draws people from all over the country to watch them play.

The phrase “word of mouth” (the act of consumers providing information to other consumers) has become more prevalent in marketing circles, in part because the rise of online communities and social networks are thought to present the best word of mouth opportunities. While this is certainly true, WOMMA also stresses that word of mouth is simply the output of all the traditional and emerging marketing efforts we use to communicate – PR, social media, advertising, interactive, and experiential.

Prior to word of mouth, the practice was referred to as any number of things – “buzz,” water cooler talk, or sitting on the front porch talking to neighbors. Whatever you prefer to call it, its influence is undeniable - other people’s opinions are now the number one influence for purchasing.

The following is a CliffsNotes version of some of the key takeaways from the School of WOM conference on how to create a talkable brand.

Become a talkable brand by not talking like a brand
The most powerful and successful brands communicate to people like a person, not a brand. We know that companies have their own internal corporate-speak and acronyms, but this is about how brands communicate outwardly with their fans (I hate to even use the word “consumer” because it sounds cold). Social media has helped make brand-to-fan communication less formal and more engaging, but the number of reminders throughout the conference to communicate in plain language makes me think there is still a lot of work to be done.

Mildly disrupt your schema…
According to P&G’s Steve Knox, people will talk about brands when their schema, or current expectations, are interrupted. Our brain is wired to remain in a static state to save its processing power for true emergencies or survival (think “fight or flight”). To reserve power, the brain relies on cognitive schemas or mental models of how the world works. For instance, when you travel to England and see cars driving on the “wrong” side of the road, you will talk about driving much more than you talk about it here in the U.S.

The iPhone is a great example of a mildly disruptive product - a phone with computer-like capabilities. Google recently putting a working Pac Man game on its homepage was mildly disruptive. The first step to being mildly disruptive is finding out the foundational truth for your brand and what schemas the brand holds.

…But avoid being “wildly” disruptive
Creating a disruptive campaign that is so far removed from a brand’s foundational truth could lead to consumers tuning out - or worse yet, creating a backlash against - your brand. Without naming names, there have been several examples of wildly disruptive campaigns in the news this year.

Create movements, not campaigns
Several sessions focused on the value of creating movements rather than campaigns. Campaigns have a start date and an end date. Movements live on, continue to resonate and grow, and lead to ongoing brand engagement. Movements also tie into our natural inclination to join a larger group and participate in a collective pursuit, whether it’s a cause, a political party or a brand.

Listen fully
One of the most powerful communication tools for brands is to listen to their consumers. Combine online customer reviews and blog/Facebook/Twitter postings with call center data and market research. None of these communication tools alone will paint the full picture.

Say sorry… and mean it
Companies and brands make mistakes. Over and over again I heard presenters make the case for not only saying sorry in these instances, but really meaning it. Consumers will forgive mistakes, but mistakes combined with inauthentic apologies will make the situation worse, especially in the long-term. Author Jeanne Bliss says combining an apology with a strong solution will maintain and often times strengthen customer loyalty.

Musings on measurement
The entire marketing industry continues to explore and refine measurement for word of mouth. Rather than go through the numerous types of measurement (call us to find out!) I thought I’d share two interesting comments. According to Jeff Hayzlett, former Chief Marketing Officer and VP for Eastman Kodak, engagement is the new ROI. When someone asks, “What’s the return on investment,” Hayzlett’s response is always, “What’s the return on ignoring?” P&G’s Steve Knox believes success isn’t getting someone to buy, it’s getting someone to advocate for your brand. If people talk about your brand, sales will follow.

Class dismissed!

Tim Schramm is a Senior Vice President at Coyne PR. Tim has provided strategic direction and management for several accounts, including numerous brands for Kraft, General Mills, Verizon and Hasbro, among others. For more information, please contact Tim at tschramm@coynepr.com.

SUCCESSFULLY NAVIGATING THE INTEGRATED MARKETING PROCESS
by Jennifer Kamienski, Vice President

Recently, I was asked to share my knowledge of the integrated marketing process at the annual Vocus Conference in Washington D.C. Not only did the opportunity provide me a chance to take a walk down memory lane, it also gave me an opportunity to see how far the integrated process has evolved and a chance to reflect on the lessons I have learned being involved in dozens of integrated marketing programs.

I have been practicing public relations more years than I care to remember, and in that time, I have seen the progression of integrated communications happen before my eyes. As a young practioner, I recall the word “integration” being thrown around at meetings, but looking back, what did it really mean to have an integrated program? What I came to learn during that time is integration meant a brand manager would provide you a message and your team (and the other marketing partners) would have to execute against that platform. Rarely, did we sit in a room with the other marketing partners to develop a strategic plan of action for the client. So much for integration…

As time went by, the integrated process began to take shape. No longer were the marketing partners functioning in silos, we were talking, meeting, sharing ideas, dispensing knowledge – great things started to happen and iconic brands were built through this type of planning and execution. With the importance of integration growing, public relations practioners also became more aware of their role in the process and how important it was to be actively involved in order to create successful campaigns.

A few years back, after PR was “cut” from an integrated marketing program I was working on, I sat back and thought, “How can this be avoided in the future?” What I came up with are ways in which public relations can not only avoid the cut, but also work to gain a bigger share of the pie, and ultimately, take the lead chair at the integrated table:

1. Educate all the players
   You know the old saying about assuming. Well, don’t assume that all the players in the room have an intimate knowledge of public relations. My grandmother still has no clue what I do for a living, but she always comments how wonderful my ads are on TV. Much like my grandmother, there are people in room who, while tagged marketing professionals, have little to no idea what the role of PR is in the integrated marketing process. However, if you take the time to inform them of what public relations can and cannot do for a campaign, you will open their eyes to the value of PR and the vital part it can play.


2. Let your voice be heard
   This is not the time to be the wallflower in the room. Just because you may not be leading the process, doesn’t mean you aren’t able to provide valuable insight. Make sure you attend every meeting and are part of every phone conversation. While you might think that 5’oclock phone call on Friday can be blown off, it is that very discussion that could be the difference between you keeping your budget to growing your budget because of a brilliant thought that was sparked at 5:15.


3. Play nice with others
   I can admit that, as a PR professional, I sometimes walk in with a chip on my shoulder. PR is the lesser known discipline. PR rarely takes the lead. So, what isn’t there to be defensive about? Learning from experience, I am urging you to take the chip off and play nice with others. By finding a common ground and forming relationships, a whole new world of possibilities opens to you. Recently, a colleague discovered she grew up in the same town as another marketing partner. Guess what? Integration became a whole lot easier. In fact, our agencies were noted by the client as “great examples” of integration at work.


4. Think outside of your discipline
   Since we have established that the art of making friends is a good thing, you now have permission to think outside your discipline. However, a word of caution when recommending something that is outside of your discipline, do it with the utmost care. There is nothing worse than a know it all. Think about the times when someone in the integrated marketing process has said to you, “I have a great PR idea.” I cringe at the thought. But, if you use integration to your advantage, you can approach it from, “I was thinking of how we can work together on this idea…” By using words that convey teamwork, you can slip in our idea without being the labeled the “least popular” agency partner.


5. Secure a budget
   Secure a budget once, twice, three, four, five times! Never mind securing it. Get the budget in writing and then have it signed. A signature in blood is not necessary, though it may help. Simply, if you don’t have a budget you don’t have a program. If ever you are going to fight or take a hard stance, now is the time.


6. Be proactive
   Planning is complete, budgets are implemented and things are humming along on your program. But wait, midway through the program, you have a stroke of genius. Be proactive and provide the recommendation. As long as you can show your client how the idea integrates into the overall program then present it. Even if they love it and can’t find the budget, you are building credits in the bank. Proactive, smart, strategic thinking is what gets you noticed and can lead to bigger budgets and even the lead spot on a campaign.


7. Show value
   Don’t just show success by impressions. Tell how the impressions met the client’s particular objectives. If we can’t tell the story of the program’s success and have it ladder back to an objective, then maybe we shouldn’t have recommended that particular program to begin with? If we can point more to how PR is arguably the best return on investment, we will begin to see a bigger share of the marketing budget.

No Longer in the Passenger Seat: Women’s Influence in Automotive
by Joe Gargiulo, Vice President and Geoffrey Phelps, Vice President

At Coyne PR, we’ve had the privilege of working with some of the leading brands in the automotive industry and helping them attain their goals and objectives, including marketing effectively to women. For the last five years, we’ve also had the honor of working with one of the leading experts in the field of women’s automotive and marketing to women, Jody Devere, founder and CEO of AskPatty.com. We sat down with her recently to pick her brain on the role of women in the automotive world today, and how companies and brands can better communicate with this important demographic.

Q&A With Jody Devere

When did the focus on women consumers really begin in earnest for the automotive industry and why?
Jody Devere: Between 2000 and 2002, two women wrote best-selling books about marketing to women that had tremendous influence on women consumers and even some early adopter brands: Marketing to Women by Marti Barletta and Eveolution: The Eight Truths of Marketing to Women by Faith Popcorn. By the mid 2000s, the blogosphere, and social media and networking sites began to catch hold (Jody recalls attending the first BlogHer Conference with 150 women - this year’s BlogHer Conference is expecting more than 2,500 attendees) and early adopter women, who already had strong opinions and a desire to share them, began to understand that they could seek information in this ultimate arena of sharing and exchanging ideas and, most importantly, be heard.

It seems simple, but is the key that women shop differently than men?
Jody Devere: Most women have naturally looked for information and desired to understand and feel a connection to a brand, so as auto sites began to evolve (i.e. Edmunds, etc.), so did their knowledge of automotive information. Brands and companies began to pay attention and listen to women when they realized that they were already buying 50 percent, and influencing 80-85 percent of consumer purchasing decisions. The fact that women are passionate about researching, finding out and sharing information and their opinions on what they’ve found, has smart brands considering the importance of transparency and truth when marketing to women. Women’s influence has become even stronger because women will call out companies that attempt to “pull the wool over their eyes” or misrepresent themselves, and will share that opinion with everyone they know via every social media channel at their disposal.

So beyond truthfulness and transparency, what do brands need to do to connect with women?
Jody Devere: Brands need to refocus their marketing efforts and the way they do business in order to reach and resonate with women; and often male-dominated industries like the automotive industry get it wrong. Saturn is an example of one that successfully took women into account with their business strategy; they featured great customer support, no haggle pricing and as a result, they became a beloved brand for women. In fact, Saturn actually lost share and brand loyalty from those same women when they changed their strategy years later.

It’s important for brands to go where the women are … and they are online in a big way. GM did a great job becoming involved with women through the BlogHer Conference and its willingness to be open to its world online through a very successful blog. Currently, Ford is doing this well with its social media efforts by tapping into women’s desire to experience the vehicle and get to know the brand. Ultimately, if there is a connection, women are incredibly brand loyal. For example, inviting women bloggers to specific events to experience a vehicle in a low pressure environment can be incredibly impactful.

What should automotive companies look to beyond helping women experience their product and getting to know their brands? Jody Devere: Don’t disregard the desire for women to also gain additional technical information in the automotive industry. I’ll give you an example: I recently did a tweet up event for Motor Oil Matters and it drew nearly 150 women for a technical Q&A session about motor oils. Ultimately, women are hungry for information and eager to share information with others. The current economy is driving women to seek additional education for making informed decisions that give them the best value – they truly feel the need to be empowered through information. Remember, this desire for information doesn’t mean I’m looking for the best deal … it means I’m looking for the greatest value.

How are women impacting the industry and how can the industry better reach them?
Jody Devere: Women are driving product purchases and changes in product, and are big drivers of today’s green trend. Listen: it’s important for auto marketing executives to attend women conferences to understand the needs and desires of women, especially when you consider that 85 percent of women handle the family budget. Understand what is important to women: Causal initiatives for the auto industry can be beneficial for driving brand loyalty and business; but be sure to be authentic and genuine because women prefer a brand 28 percent more if the cause is meaningful to them.

Brands also need to be aware that the closer to home a cause hits, the better the opportunity; so consider tying to a causal initiative with local impact for the women you are trying to reach. The key to the success is the transparency I mentioned previously; it has to be real, heartfelt and meaningful. Ultimately, it helps to have employees engaged with the cause and create the excitement on a local level. Women have incredible power of sharing this connection and helping keep the momentum strong.

So what are the real keys to making brands and products resonate with women?
Jody Devere: Brands need to create relationships with women and have them experience their products and connect with brands in a very real way. On- and off-line relationships are key to doing so with sincerity. And transparency is critical to creating this successful relationship, which in turn, is ultimately responsible for women sharing their feelings with others. The car buying experience has improved over recent years, but the aftermarket industry has room to improve. I know this because I get more complaints and comments from women about their experience with installers, independent service and tire centers.

Education is key to marketing to women. The brand must be providing real information that empowers women in their decision making process. Service centers/installers need to really examine the entire experience from the physical layout and cleanliness, to the information that is provided and ultimately the relationship that you are trying to build from this experience. Ties to local women organizations, along with creative marketing efforts, can really help grow business and loyalty.

What we’ve taken away from our work with Jody and our experience in helping brands connect with women is simple: Over the last 10 years, women have come to a fuller realization of the influence their purchase power provides them in the automotive category, and the impact they can have on manufacturers, retailers and other consumers via social media. Women can be very brand loyal once you, as a brand or company, prove that you provide a product of value, share information that empowers her to make smart decisions and demonstrate that want to create a relationship with value for both you and her.

Joe Gargiulo is a Vice President at Coyne PR. Joe is an integral senior member of the Automotive group and manages the day to day account operations for all Shell Lubricants leading brands which includes Pennzoil, Motorsports, Quaker State/Q, Shell ROTELLA T, Rain-X, Black Magic and Auto Expressions. As automotive team leader, Joe has fostered and developed key brand relationships that have grown the Shell Lubricants account more than 300%. For more information, please contact Joe at jgargiulo@coynepr.com.

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Geoffrey Phelps is a Vice President at Coyne PR. With more than 16 years of professional experience in consumer and business-to-business public relations, Geoffrey brings a proven track record of developing and implementing strategies that generate strong results for clients and has built an impressive breadth of industry experience in a wide variety of areas including automotive, sports, consumer products, financial, high tech, healthcare, non-profit and National Governing Bodies. As lead of the Goodyear account, Geoffrey helped develop and implement the most successful Blimp launch in Goodyear history, which generated more than 150 million consumer media impressions and more than $3.5 million in comparative advertising value. For more information, please contact Geoffrey at gphelps@coynepr.com.

THE POWER OF CELEBRITY ENDORSEMENT IN PUBLIC RELATIONS CAMPAIGN PART ONE
By: Deborah Sierchio, Vice President

The influence of “celebrity” is ever-growing in today’s celebrity-fixated society, in everything from politics to philanthropy. Celebrities have proven they have the power to generate interest and excitement and their social capital is sought out by media, as well as brands hoping to appeal to consumers. Many companies clamor for the clout of a heavyweight actor or actress, musician or model, host or socialite to be a part of their public relations campaigns. And with good reason. Consumers take note of celebrities and their activities, and it is widely believed to result in better “stickiness” for brands and campaigns. Though consumers may not immediately mirror celebrity actions, the implied celebrity endorsement is remembered and increases a brand’s odds at the next purchase.

Why Use Celebrities for Public Relations? Celebrities carry a great appeal to PR practitioners as they can help to achieve traditional PR goals:

• Convincing consumers of a brand’s credibility




• Creating appeal with a specific desired target audience




• Establishing a consumer connection with the brand as “a brand for me”




• Getting beyond the competition and clutter




• Getting maximum coverage for a brand

While they used to be called “celebrity endorser” or “celebrity spokesperson,” the language has now morphed into friendly labels like “Brand Ambassador or Activist,” “Brand Champion,” even “Brand Fan.” Using these celebrities for advertising campaigns is extraordinarily costly but participation in public relations campaigns, particularly those that are associated with cause, is often more palatable for celebs and their “people” (manager, publicist, agent).

The Selection Process

Using celebrities in integrated marketing campaigns has even become part of the vernacular in academia. A textbook method, which neatly sums up an effective way to help choose the best celebrity for your brand, is the TEARS Model - an acronym for five desired attributes of endorsers:

• Trustworthiness




• Expertise




• Attractiveness




• Respect




• Similarity (to the target audience)

Coyne PR Beauty & Fashion and Entertainment teams have extensive experience in selecting and media-training influential spokespeople for our clients including:

• Securing Martina McBride to work on a Domestic Violence Awareness campaign for cause champion Mary Kay Cosmetics




• Media-training Melissa Etheridge for an annual Breast Cancer Awareness and Fundraising initiative for Hard Rock Cafes




• Booking Ke$ha for media interviews to discuss her relationship with trendy Casio Baby-G Timepieces




• Leveraging a number of pregnant celebs including Laila Ali and Emily Procter as the “bellies” of Palmer’s Cocoa Butter Formula Stretch Mark Cream

When considering a celebrity as part of an initiative, it is important to follow several important “checks and balances” to ensure that match is right, believable and on-brand, and so all your bases are covered:

Review their history, past affiliations, fan club chatter. Some brands don’t want to be associated with a celeb that smokes, lives with their boyfriend out of wedlock or throws phones at their assistants.

Do they mean something to your brand or product? If representing a health issue, have they been affected by this issue personally? For children’s products, do they have kids or are they a child product expert?

Are they already working with a competing or likeminded brand, have they recently, have they ever?

MEDIA APPEAL/ NEWSWORTHINESS
Do they have any upcoming projects (book, movie, TV series) that would increase their interest with the media? Are they a tabloid favorite or a regular in women’s magazines? Does the public “like” them, or “love to hate” them?

WHAT’S THE WORTH
How will hiring this celebrity help you achieve your goals? Is it strategic to hire one movie star, or is it smarter to spread the budget amongst a handful of reality stars that will help tell your story in a favorable light?

WILLINGNESS TO DO MEDIA
Will this celebrity work with you to achieve your goals and deliver your message? Are they “on board” with your communication platform and willing to talk to the media or just participate in photo opportunities? Or are they just doing it for the money or because their publicist recommended it?
Since celebrities can add value and sizzle to a campaign, public relations professionals need to engage them with gusto, but also with caution. It is crucial to ensure that the celebrity lines up with the personality of the brand and can add to the ultimate objective of the project – to raise the overall awareness and media worthiness of a brand initiative.

Deborah Sierchio is a vice president at Coyne Public Relations, where she runs the agency’s Beauty/Grooming and Entertainment Divisions. In her career, she has conceptualized and executed a number of programs for leading consumer beauty companies, including L’Oréal, Mary Kay, Church & Dwight and E.T. Browne, and major initiatives for top entertainment and lifestyle brands including Hard Rock International. For more information, please contact Deborah at dsierchio@coynepr.com.

Marketing Healthcare to Women Online:
Lessons Learned from Consumer Brands
By: Kevin Lamb, Vice President and Linda Bernstein Jasper, Vice President

Was Shakespeare referring to bloggers when he wrote this? Well, no, but he certainly captures the zeitgeist not only of the 17th century, but also of the way in which women communicate today. When women feel or question something, they tend to talk about it, and subsequently, mobilize those within their conversation circles either to seek or spread information (for good or for bad). The format and channels through which they communicate may have changed over the centuries, but the need to share thoughts, feelings and preferences remains intact.

Social media just happens to be the preferred format for “speaking” these days, with nearly 80 million women online.ⁱ However, not all women are created equal when it comes to influence in social media, so the question becomes how to identify and engage those women most important to your needs.

Perhaps no sector has had greater success at moving the overall influencer needle than consumer brands. With years under their collective belt of harnessing influencers’ power in social media circles, there is much that can be learned and applied to the health care industry.

Taking our cues from the consumer industry, following are some insights on how to identify and approach influencers, as well as best-in-class examples from the consumer space on how to organize them, with an emphasis on the female influencer. We also call out how these examples apply specifically to health care. Essentially, we will take you – as a communicator – along the path to where you want to be.

Keep in mind, however, that these suggestions fall outside of the FDA’s official guidance on social media, which, as we know, is continuing to evolve.

So, let’s begin. . .

Bull’s-eye on Blogs and Forums
While women are engaged across the board in social media – from Facebook to tweeting to blogging – there are three activities that they do proportionately more via blogs and forumsⁱⁱ:

• Get information




• Stay updated on topics




• Seek advice and recommendations

These activities are best aligned with health care discussions, and thus where health care communicators focus their outreach efforts in the social media space. The next step becomes finding the most influential bloggers and influencers amidst a sea of online discussions.

Find the Passion
When it comes to finding influential bloggers, you need to know who’s doing the talking and whether it’s of relevance to you. We distill all the talkers into three categories:

1. Potentials: These are women who are blogging or participating in forums and may/may not be discussing the specific issues of relevance to you.




2. Familiars: These are women within the Potentials who have knowledge of the subject matter that is important to you, but don’t post with great regularity.




3. Enthusiasts: These are women within Potentials/Familiars who are discussing issues of interest to you with frequency and with deep knowledge of the subject matter.

Enthusiasts are the most influential women in the online space. They are your targets. But, identifying them as enthusiasts is not enough. As a communicator, you need to know what moves them to action.

Across the board, what motivates enthusiasts - and what you need to hone in on - is their passion. There is something each and every day that drives these women to their keyboards to chat about certain subjects that, in turn, are important to your brand.

There are three passion points of note:

• Passion for Product. These are enthusiasts who love talking about the products they love and especially enjoy the behind-the-rope access to what’s coming to market soon. In health care, think of these influencers for the latest fitness equipment, green cleaning products or OTC pain relievers.




• Passion for Brand. These are enthusiasts who have an affinity for a brand. In health care, these might be those who love Johnson & Johnson, the Mayo Clinic or, in some cases, an individual, such as Dr. Oz.




• Passion for Issue. These are enthusiasts who have a personal connection to a cause. This is often the passion point for health care, and can range from everything from breast cancer to autism to nutrition.

Who is Considered an “Influencer?”
People will define “influencer” differently from each other, but there are a few baseline parameters that you can use to help narrow down the field. Take the time to analyze each contender and look at what makes them tick. For instance, what is the content of what they’re discussing? Become familiar with what they write on most often and why they care about those particular topics. Also, understand their actions. Do they curate content from other sources? Do they write often enough that they are continually looking for new information to share? Finally, take a look at how others view them, meaning an analysis of everything from their VPM to inbound links to media citation.

After you looked at these metrics, you’ll have a better understanding of who naturally rises to the top for your particular program.

Connecting with the Enthusiasts
We have established where to target and whom to target. The next step is to determine what you’re actually talking about with your target influencers.

Your target influencers will have certain things that are important to them that you will unearth through your due diligence. They may want content, subject matter experts or data, for example.

From your vantage point, you may have certain things to offer, for instance, products, experts or content.

It’s where your assets overlap with your influencers’ interests that you will find your sweet spot for communicating effectively with blogger influencers, and a common ground for discussion. Be sure, though, not to let ego get in the way of a meaningful conversation with a potential influencer. Just because you have an asset that you feel is important doesn’t necessarily mean that that asset will resonate with that influencer. Ensure that, as a communicator, you are meeting the needs of your targets and that you are working backward from their content needs.



Best Practices – Consumer Brands Consumer brands have been particularly good at identifying influencers in social media - particularly women - and engaging them. Following are three examples of different types of influencer programs, all with take-aways noted specifically for health care (disclosure: all examples below are Coyne PR clients):

1. The Blogger Network

• What It Is: The blogger network is a formalized group of bloggers who opt-in to the network for a shared purpose. For example, the bloggers may agree to review new products on behalf of brands; they may report on news-of-the-day; or they may be a group of mom bloggers writing on child-rearing issues.




• The Benefit: Blogger networks are terrific because, as a brand, you can approach the network with your needs, as opposed to approaching individual bloggers, gaining significant efficiencies. Some have a cost of entry, and you want to ensure that the network, its members and your engagement are FTC compliant.




• Consumer Example: MyBlogSpark: Created by General Mills, MyBlogSpark is currently one of the nation’s largest product review networks. Select bloggers who opt-in are provided the opportunity to review and post on new products and services (General Mills or otherwise). Their passion point is product.




• Applications for Health Care: Formal networks are a terrific and efficient way to engage influencers, ranging from OTC products to cause-related issues.




2. The Forum With Panel




• What It Is: The forum - in general - is an online destination where people join a themed discussion, either by posing questions, answering them, or both. A forum with a panel generally has a bit more organization to it than a general forum, using experts on a particular subject to address questions posed by the site visitors.




• The Benefit: Forums are a great way to generate and organize content, as well as be a valuable resource to people in need of advice.




• Consumer Example: Walt Disney World Moms Panel: The Walt Disney World Moms Panel is an online forum where guests can get insider tips for vacationing at Walt Disney World from real moms and dads who have mastered the art of planning a Disney vacation. Their passion point is brand.




• Applications for Health Care: Forums are a tremendous, yet somewhat underused, channel in health care to get people talking consistently on a common issue or brand. If you were managing communications for a hospital, for instance, imagine an online panel of patient alumni – categorized by certain disease categories – to provide support to “new” patients and their families just entering the system?




3. The Alpha Blogger




• What It Is: Even within the influentials, there are those bloggers who just have that certain extra special ability to cast a wide net and connect with an audience.




• The Benefit: Working with one blogger, as opposed to a formal network, is efficient and cost effective. You just need to ensure you’re working with the right one (no small task). spectives




• Consumer Example: Blogging Out Hunger: The Community Food Bank of New Jersey is the largest food bank in the state. To support the organization, “Blogging Out Hunger” has become an annual event, led by a single blogger, who sends out a call-to-action each year to her followers, encouraging them to post on a single day and request that their followers provide food, donations and/or time to the food bank.




• Applications for Health Care: Sometimes all it takes is one blogger to make a difference. Find the blogger, tap the issue that drives them, and engage them.

Final Thoughts
The consumer industry has made tremendous in-roads in mobilizing bloggers – especially women – in the social media space to serve as informal communicators. Whether it’s via formal blogging networks, forums or simply just identifying that perfect blogger for your issue, the industry has put out a variety of best practices from which the health care industry can now learn.

Just ensure, however, that you before you jump in, you initiate the following steps: First, know what your brand assets are and what you’re seeking to achieve. Next, move forward and identify those who will be the right influencers for your product, brand or issue, ensuring that you have done a very thorough job vetting them. Finally, get to work on finding your common conversation currency, engaging targets in a meaningful way and establishing the groundwork for a long-term and mutually beneficial relationship.

Whatever influencer path you take, just ensure you do so with care, knowledge and, above all, honest intentions.

------------------------------------------------------------------

ⁱ 2009 Women and Social Media Study by BlogHer, iVillage and Compass Partners
ⁱⁱ 2009 Women and Social Media Study by BlogHer, iVillage and Compass Partners

Kevin Lamb is a vice president and director of Coyne PR’s health care practice. Kevin oversees all of the agency’s medical and health care work, including brand strategy, creative development, corporate and executive positioning, and scientific communications. For more information, please contact Kevin at klamb@coynepr.com.

Linda Bernstein Jasper is a vice president in Coyne PR’s health care practice, where she has overseen the agency’s work for several of its cornerstone health care clients, including Humana, Hershey’s, Siemens Healthcare and Atlantic Health. For more information, please contact Linda at lbjasper@coynepr.com.

Marketing Healthcare to Women Online:
Lessons Learned from Consumer Brands

By: Kevin Lamb, Vice President and Linda Bernstein Jasper, Vice President

Was Shakespeare referring to bloggers when he wrote this? Well, no, but he certainly captures the zeitgeist not only of the 17th century, but also of the way in which women communicate today. When women feel or question something, they tend to talk about it, and subsequently, mobilize those within their conversation circles either to seek or spread information (for good or for bad). The format and channels through which they communicate may have changed over the centuries, but the need to share thoughts, feelings and preferences remains intact.

Social media just happens to be the preferred format for “speaking” these days, with nearly 80 million women online.ⁱ However, not all women are created equal when it comes to influence in social media, so the question becomes how to identify and engage those women most important to your needs.

Perhaps no sector has had greater success at moving the overall influencer needle than consumer brands. With years under their collective belt of harnessing influencers’ power in social media circles, there is much that can be learned and applied to the health care industry.

Taking our cues from the consumer industry, following are some insights on how to identify and approach influencers, as well as best-in-class examples from the consumer space on how to organize them, with an emphasis on the female influencer. We also call out how these examples apply specifically to health care. Essentially, we will take you – as a communicator – along the path to where you want to be.

Keep in mind, however, that these suggestions fall outside of the FDA’s official guidance on social media, which, as we know, is continuing to evolve.

So, let’s begin. . .

Bull’s-eye on Blogs and Forums
While women are engaged across the board in social media – from Facebook to tweeting to blogging – there are three activities that they do proportionately more via blogs and forumsⁱⁱ:

• Get information




• Stay updated on topics




• Seek advice and recommendations

These activities are best aligned with health care discussions, and thus where health care communicators focus their outreach efforts in the social media space. The next step becomes finding the most influential bloggers and influencers amidst a sea of online discussions.

Find the Passion
When it comes to finding influential bloggers, you need to know who’s doing the talking and whether it’s of relevance to you. We distill all the talkers into three categories:

1. Potentials: These are women who are blogging or participating in forums and may/may not be discussing the specific issues of relevance to you.




2. Familiars: These are women within the Potentials who have knowledge of the subject matter that is important to you, but don’t post with great regularity.




3. Enthusiasts: These are women within Potentials/Familiars who are discussing issues of interest to you with frequency and with deep knowledge of the subject matter.

Enthusiasts are the most influential women in the online space. They are your targets. But, identifying them as enthusiasts is not enough. As a communicator, you need to know what moves them to action.

Across the board, what motivates enthusiasts - and what you need to hone in on - is their passion. There is something each and every day that drives these women to their keyboards to chat about certain subjects that, in turn, are important to your brand.

There are three passion points of note:

• Passion for Product. These are enthusiasts who love talking about the products they love and especially enjoy the behind-the-rope access to what’s coming to market soon. In health care, think of these influencers for the latest fitness equipment, green cleaning products or OTC pain relievers.




• Passion for Brand. These are enthusiasts who have an affinity for a brand. In health care, these might be those who love Johnson & Johnson, the Mayo Clinic or, in some cases, an individual, such as Dr. Oz.




• Passion for Issue. These are enthusiasts who have a personal connection to a cause. This is often the passion point for health care, and can range from everything from breast cancer to autism to nutrition.

Who is Considered an “Influencer?”
People will define “influencer” differently from each other, but there are a few baseline parameters that you can use to help narrow down the field. Take the time to analyze each contender and look at what makes them tick. For instance, what is the content of what they’re discussing? Become familiar with what they write on most often and why they care about those particular topics. Also, understand their actions. Do they curate content from other sources? Do they write often enough that they are continually looking for new information to share? Finally, take a look at how others view them, meaning an analysis of everything from their VPM to inbound links to media citation.

After you looked at these metrics, you’ll have a better understanding of who naturally rises to the top for your particular program.

Connecting with the Enthusiasts
We have established where to target and whom to target. The next step is to determine what you’re actually talking about with your target influencers.

Your target influencers will have certain things that are important to them that you will unearth through your due diligence. They may want content, subject matter experts or data, for example.

From your vantage point, you may have certain things to offer, for instance, products, experts or content.

It’s where your assets overlap with your influencers’ interests that you will find your sweet spot for communicating effectively with blogger influencers, and a common ground for discussion. Be sure, though, not to let ego get in the way of a meaningful conversation with a potential influencer. Just because you have an asset that you feel is important doesn’t necessarily mean that that asset will resonate with that influencer. Ensure that, as a communicator, you are meeting the needs of your targets and that you are working backward from their content needs.



Best Practices – Consumer Brands Consumer brands have been particularly good at identifying influencers in social media - particularly women - and engaging them. Following are three examples of different types of influencer programs, all with take-aways noted specifically for health care (disclosure: all examples below are Coyne PR clients):

1. The Blogger Network

• What It Is: The blogger network is a formalized group of bloggers who opt-in to the network for a shared purpose. For example, the bloggers may agree to review new products on behalf of brands; they may report on news-of-the-day; or they may be a group of mom bloggers writing on child-rearing issues.




• The Benefit: Blogger networks are terrific because, as a brand, you can approach the network with your needs, as opposed to approaching individual bloggers, gaining significant efficiencies. Some have a cost of entry, and you want to ensure that the network, its members and your engagement are FTC compliant.




• Consumer Example: MyBlogSpark: Created by General Mills, MyBlogSpark is currently one of the nation’s largest product review networks. Select bloggers who opt-in are provided the opportunity to review and post on new products and services (General Mills or otherwise). Their passion point is product.




• Applications for Health Care: Formal networks are a terrific and efficient way to engage influencers, ranging from OTC products to cause-related issues.




2. The Forum With Panel




• What It Is: The forum - in general - is an online destination where people join a themed discussion, either by posing questions, answering them, or both. A forum with a panel generally has a bit more organization to it than a general forum, using experts on a particular subject to address questions posed by the site visitors.




• The Benefit: Forums are a great way to generate and organize content, as well as be a valuable resource to people in need of advice.




• Consumer Example: Walt Disney World Moms Panel: The Walt Disney World Moms Panel is an online forum where guests can get insider tips for vacationing at Walt Disney World from real moms and dads who have mastered the art of planning a Disney vacation. Their passion point is brand.




• Applications for Health Care: Forums are a tremendous, yet somewhat underused, channel in health care to get people talking consistently on a common issue or brand. If you were managing communications for a hospital, for instance, imagine an online panel of patient alumni – categorized by certain disease categories – to provide support to “new” patients and their families just entering the system?




3. The Alpha Blogger




• What It Is: Even within the influentials, there are those bloggers who just have that certain extra special ability to cast a wide net and connect with an audience.




• The Benefit: Working with one blogger, as opposed to a formal network, is efficient and cost effective. You just need to ensure you’re working with the right one (no small task). spectives




• Consumer Example: Blogging Out Hunger: The Community Food Bank of New Jersey is the largest food bank in the state. To support the organization, “Blogging Out Hunger” has become an annual event, led by a single blogger, who sends out a call-to-action each year to her followers, encouraging them to post on a single day and request that their followers provide food, donations and/or time to the food bank.




• Applications for Health Care: Sometimes all it takes is one blogger to make a difference. Find the blogger, tap the issue that drives them, and engage them.

Final Thoughts
The consumer industry has made tremendous in-roads in mobilizing bloggers – especially women – in the social media space to serve as informal communicators. Whether it’s via formal blogging networks, forums or simply just identifying that perfect blogger for your issue, the industry has put out a variety of best practices from which the health care industry can now learn.

Just ensure, however, that you before you jump in, you initiate the following steps: First, know what your brand assets are and what you’re seeking to achieve. Next, move forward and identify those who will be the right influencers for your product, brand or issue, ensuring that you have done a very thorough job vetting them. Finally, get to work on finding your common conversation currency, engaging targets in a meaningful way and establishing the groundwork for a long-term and mutually beneficial relationship.

Whatever influencer path you take, just ensure you do so with care, knowledge and, above all, honest intentions.

------------------------------------------------------------------

ⁱ 2009 Women and Social Media Study by BlogHer, iVillage and Compass Partners
ⁱⁱ 2009 Women and Social Media Study by BlogHer, iVillage and Compass Partners

Kevin Lamb is a vice president and director of Coyne PR’s health care practice. Kevin oversees all of the agency’s medical and health care work, including brand strategy, creative development, corporate and executive positioning, and scientific communications. For more information, please contact Kevin at klamb@coynepr.com.

Linda Bernstein Jasper is a vice president in Coyne PR’s health care practice, where she has overseen the agency’s work for several of its cornerstone health care clients, including Humana, Hershey’s, Siemens Healthcare and Atlantic Health. For more information, please contact Linda at lbjasper@coynepr.com.

THE POWER OF CELEBRITY ENDORSEMENT IN PUBLIC RELATIONS CAMPAIGN PART TWO
by Deborah Sierchio, Vice President

While leveraging a celebrity can add extra sizzle to your PR campaign, as discussed in the recent piece titled “Celebrity Endorsement in Public Relations Campaigns,” it can also present a challenge. This relationship adds on an additional layer of responsibilities to your already full plate. Negotiating the celebrity marketplace is often difficult, and to help navigate the often murky waters, don’t go at it alone. Utilizing an expert in this arena can make the difference between never getting through to the right contact to signing the perfect spokesperson at a reasonable price.

In our celebrity experience, it’s vital to on-board a trusted resource to help cut through the clutter and achieve the results you’re seeking. I caught up with Talent Negotiator Susan Gold to glean some additional information on the common practice of using securing celebrities in PR programs.

A resource used frequently by Coyne Public Relations and various other companies, Susan’s unique point of view and firsthand experience in the field provides valuable “food for thought.”

Following is a conversation we had about our collective experiences in finding and signing celebrities for our brands and some useful information for the best way to find the right person for your brand:

Deborah: “I’ve often been directed to a host of different ‘people’ when trying to secure a celebrity. When you want to pitch a spokesperson for the brand – who would you typically engage in a conversation – the publicist, the manager, the agent?”

Susan: “It's of crucial importance the right representative is targeted. Usually, if any payment is involved, the deal must go through the agent. If it is a charity- related event or having to do with brand integration, the publicist is appropriate. A manager is also able to accept offers, but this may conflict with the relationship with the agent.”

Deborah: “I’ve negotiated a number of celebrity deals, but each seems to be a little different. Some with one lump fee for all aspects of the relationship, and others with various responsibilities assigned specific dollar figures. What is your opinion on which works best? How do you recommend structuring a deal? I’ve also brokered the deal myself and worked through third parties like you. What are your thoughts on this?”

Susan: “It's hard not to sound self-serving in the reply. I think the response to question one comes into play. It's very tricky getting deals done, especially the higher up the celebrity food chain one climbs. Many times, a broker will have developed relationships and may have a more clear line to the celebrity directly, their assistant, producing partner or other associate who may be able to move a deal through that would not have in normal circumstances. With high-powered celebrities they have many, many offers to sift through and yours may go by the wayside if it's not been delivered to the appropriate representative or structured correctly. On a personal level, when I have a small leak under my kitchen sink, I always think my husband can fix it. Days and weeks later and several trips to the plumbing supply store, we still have the leak. It's better to go to a professional plumber. That's what I want to say in the circumstance of structuring a deal with a celebrity and getting the deal done.”

Deborah: “Understood. That’s not to say that it can’t be done; however, it does save a great deal of time and effort if you work with someone more ‘in the know’ on the celebrity world. What are your end goals when signing your client up for a campaign, whether it be for advertising or PR?”

Susan: “My end goal is to deliver the appropriate talent for the campaign within budget – and hopefully under budget on time and in a professional manner.”

Deborah: “I’ve put out celebrity offers and then waited, and waited for an answer. How much time is ‘reasonable’ to give them to reply before moving on to the next candidate? Also, how much time would most celebrities be willing to give to a deal that does not involve big advertising dollars?”

Susan: “Honestly, it's case by case. I know certain celebrities are slow to respond, but do reply. Others you could wait for eternity; they will never reply to your project. It takes time and experience doing these deals and working over and over again to get a feel for how long to wait for a reply. Now, in regard to asking for their time on a project, if you are able, ask for more than you think you may need and then tailor it realistically to brand needs. If you are able to cut back time, you may have a happier celebrity and more ebullient participant. That said, sometimes – for purposes of a successful negotiation – you may have to cut back services required and time needed in order to secure the celebrity. In that instance, you make the best of what you have and make certain your production is organized and executed with precision.”

Deborah: “Client preferences aside, in your experience, how does the talent receive their information? Do they like big packages with bells and whistles, emails or printed out copies of documentation to read through?”

Susan: “Emails work best. Some of my clients feel fancy FedEx packages are imperative. I don't believe so. A phone call first, followed by an email with a personal call to follow up is what I feel works best.”

Deborah: “Realistically, how much should PR practitioners carve out in the budgets to pay for a celebrity endorsement?”

Susan: “That's a question that cannot be answered in a blanket statement. It is case by case. I have been able to structure deals with personal and meaningful elements so that celebrity will agree at much less than their normal quote. And we must remember, a direct endorsement is always much more expensive than an endorsement that is implied.”

Deborah: “I’ve been involved in campaigns where celebrities donated their time to a cause, or donate part of their fee to charity. At this stage of the game, is it out of the question for a celeb to do an appearance or endorsement for free if it is for charity or a good cause?”

Susan: “It's not unheard of, but it is quite rare. Generally, there is a family or very personal connection for them to appear or endorse a project or charity gratis.”

Deborah: “What makes the celebrity experience ‘worth it’?”

Susan: “’Worth it’ means all parties experience a positive feeling from start to finish. Worth it is the celebrity performed as agreed and the client was satisfied with the services rendered for the fee exchanged. And, as celebrities do generally provide a link to easy recall for those that recognize the talent. I feel it that the worth lies in the added credibility or prestige a brand receives when linking with the right celebrity.”

Deborah: “Sounds like you might be busy these days. How many calls do you get from PR firms asking for your clients to participate in brand activities?”

Susan: “Many. More than calls direct from brands at this time.” Susan Gold’s commentary provides us with an in-depth look at the ins and outs of engaging, and ultimately working with, a celebrity. It also underpins the prevalence of celebrities in public relations campaigns, and our message that securing the right celebrity for your brand is crucial to the overall success of the program. The celebrity endorsement has to be meaningful and genuine for it to be looked upon favorably by potential consumers. Getting a celeb isn’t enough – getting the right celebrity can make or break your program. And, not only does it have to make sense for the brand – it also has to make sense for the celebrity in order to get the best out of them.

Deborah Sierchio is a vice president at Coyne Public Relations, where she runs the agency’s Beauty/Grooming and Entertainment Divisions. In her career, she has conceptualized and executed a number of programs for leading consumer beauty companies, including L’Oréal, Mary Kay, Church & Dwight and E.T. Browne, and major initiatives for top entertainment and lifestyle brands including Hard Rock International. For more information, please contact Deborah at dsierchio@coynepr.com.