Archive for the ‘Industry Commentary’ Category

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The time to think about crisis communications is before a crisis happens

Tuesday, January 17th, 2012 by Leah

When a company experiences a crisis, having an effective communications program is critical. And the time to think about that is before the problems start.

That was one message of a Jan. 6 Tampa Bay Business Journal article describing the importance of communication for companies going through Chapter 11 bankruptcy. Kyle Parks was quoted in the article, saying that companies need to build goodwill, and think through communications, before a crisis happens.

As former Director of Corporate Communications for Walter Industries, a $1.5-billion conglomerate at the time, Kyle handled crisis communications related to a major coal mining accident, a violent employee strike, and environmental issues.

He stresses that having a comprehensive communications plan in place is important to an organization’s well-being. Here are three key elements of a crisis plan:

  1. Identify potentially damaging scenarios, and assign a general action plan to each;
  2. Designate an internal team for each scenario, including lead spokespeople;
  3. For each scenario, prepare customizable key messages to use in crafting statements for internal audiences, the news media, customers/clients and the general public.

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Posted in Agency, Agency Announcements, Crisis Communications, Industry Commentary | No Comments »

A Year As President

Thursday, January 12th, 2012 by Missy

In 2011, I served as president of the Tampa Bay Chapter of the Public Relations Society of America (PRSA). With nearly 200 members, it is one of Florida’s largest professional organizations for public relations practitioners, serving members representing corporations, nonprofits, agencies, municipalities, hospitals, schools, professional services firms and non-profit organizations.
PRSA Tampa Bay Chapter logo
The organization focuses on advancing the PR profession and educating the PR professional. I was honored to have the opportunity to serve the chapter, and my fellow PR practitioners. I’m happy to reflect on a successful year:

  • Grew chapter membership by 18 percent
  • Invested in members by offering four scholarships to the 2011 PRSA International Conference
  • Supported seven chapter members in pursuing their Accreditation in Public Relations (APR)
  • Created a YouTube channel to share key learnings from professional development
  • Launched new website with upgraded features and interactivity

I’m thankful for the support of the 12 Board members and 20+ committee chairpersons and members who contributed to the Chapter’s successes. The Board and committees manage the most valuable chapter benefits – monthly continuing education programs, an annual media roundtable with FPRA, a daylong PR seminar, special interest groups and a bi-monthly newsletter, to name a few. Their dedication and determination keeps the all-volunteer organization vibrant and successful.

Just a few days ago, I passed the gavel to Angela Walters, marketing manager for Hillsborough Community College. I look forward to seeing her lead the chapter to new heights while preparing for the PRSA District Conference, sunshine2012, in June.

A version of this post first appeared in the PRSA Tampa Bay Chapter newsletter in early December 2011.

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PR measurement isn’t perfect, but it works

Wednesday, September 7th, 2011 by Jesse

People ask us: “So, Bayview, how do we measure this PR stuff anyway?”

We might say: “Well, client, the best that we can.”

There’re many ways to tell if a PR program is working – though, notably, there is no agreed-upon standardization by the governing body of our profession. (The Barcelona Principles provide some nice guidelines, but it’s not a formula where businesses can just enter numbers and simply quantify results).

And that makes sense, as the approach to PR measurement really has to be specifically tailored for each individual campaign. There’s an array of possible metrics to choose from – and a different combination is required for each unique situation.

Foremost, we look at: “What exactly are we trying to change?” Is it an enhanced reputation, or register-rings, or new customers, or more business with existing customers, or ticket sales, or increased attendance, or sponsorship money, or more volunteers, or votes, or web hits, or phone calls, or traffic in your store, or… you get the point? There needs to be at least one overlying objective to a campaign, and your PR representation should be clearly contributing to that.

Then, breaking that down, we consider such factors as:

  • New relationships
  • Improved relationships
  • Changed opinions
  • Spikes in web traffic
  • Improved SEO
  • Lead-to-sale ratio
  • Newsletter click-throughs
  • Social media activity/engagement
  • A better informed and more actively communicating staff

If the campaign is mostly or heavily focused on media relations, we can also look at such factors as:

  • Amount and type of news coverage
  • Prominence and reach of coverage
  • If key messages made it through
  • If pictures are included
  • Tone of the piece

And finally – sometimes most importantly – qualitative elements contribute to the long-term value of an organization’s brand, including:

  • Validity
  • Credibility
  • Front-of-mind presence
  • Positive perceptions

PR works (well, good PR works) – that’s why it’s a growing industry. But without a precise, uniform, accountant-friendly form of measurement, isn’t it sort of a gamble? Yeah, sure, especially with the abundance of firms out there that hide a lack of achievement in graphs and charts that are as colorful as they are meaningless. The key is to focus not on outputs but on outcomes – focus on what resulted from the PR results.

If you’re working with a firm that is still measuring column inches and using advertising-equivalency-values, maybe it’s time you suggest they leave their fancy charts back at grandpa’s agency, then shop around for a PR firm that’s focused on and proven in creating real-life bottom-line results.

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Bayview’s Kyle Parks offers tips on working with the media

Wednesday, August 3rd, 2011 by Jenna

Kyle is a contributing writer for the “Outside the Box” guest column in Brilliant Results magazine, a trade publication that provides executives of Fortune 1000 companies information on the latest news, resources, and tools relating to marketing and communications. His guest column in the July issue (pages 18-19) gave readers an insider’s perspective on how to work with the news media.

Bottom line: Even in today’s digital age, it’s still beneficial to work with traditional news media as long as you’re taking some key steps to help ensure that your message is reported accurately. In the article, Kyle puts forward his top three tips for working with the news media:

  • Keep your answers short and to the point.
  • Don’t answer a question unless you are certain of the response and are the right person to be providing the information.
  • Be extremely careful about going “off the record.”

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Growing a diverse mix of clients

Thursday, June 2nd, 2011 by Leah

Journalists are often thrown stories on topics they know little about, and many thrive on the unpredictability and opportunity to learn something new (and do it quickly). 

Succeeding in public relations often requires a similar mentality. Many times we need to rapidly soak up information and understand a business quickly, so that we can help a client craft a message that’s both compelling and easy to understand.

This has been a key in our growth at Bayview PR as we build a diverse mix of clients. As two examples, that mix now includes Connelly, Carlisle, Fields & Nichols (CCF&N), one of Florida’s top insurance agencies, and Sterling Payment Technologies, one of the fastest-growing card processors in the electronic payments industry.

For CCF&N, we have secured placements in the St. Petersburg Times (a Q&A with John Connelly), and Tampa Bay Business Journal (commentary by Charles Chunn on the outlook for insurance rates heading into hurricane season). We are also working to make CCF&N top-of-mind with industry trade publications and websites.

For Sterling, we are forming relationships with trade media as well. In business-to-business PR work, trade media can offer a good way to reach a highly targeted audience of decision-makers. A key is putting out information that people in the industry will find useful. Showing our clients as experts is our goal – and that will get them more attention, credibility, and in turn, more business.

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Quick results for Colliers International

Friday, March 18th, 2011 by Leah

Bayview is proud to announce its newest client: Colliers International, an international commercial real estate firm with offices in Tampa Bay, Central Florida and Southwest Florida.

Colliers International began with Bayview last week and brought much excitement with it for the Bayview team. The Tampa Bay office was recently retained to list Baywalk, the 74,500-square-foot shopping complex in the center of downtown St. Petersburg, for $8 million.

Click to see news segment

 Bayview controlled the media outreach for the announcement and was able to garner interviews for Michael Milano of Colliers, who is handling the sale, with Channel 8, Fox 13, 10 News and Bay News 9. Although Baywalk has had its share of problems, people interviewed in the news segments saw the possibility of a sale as a good first step towards a hoped-for turnaround.

Colliers’ announcement was also featured in GlobeSt.com, The Tampa Tribune, St. Petersburg Times, Tampa Bay Business Journal, and Florida Trend.

Bayview is very excited to be working with Colliers, and is looking forward to the future of Baywalk. Considering the Bayview office is a block from Baywalk, we have a few ideas on new stores and restaurants we’d like to see fill up the place. What are your suggestions for new stores in Baywalk?

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Building dream teams

Wednesday, February 16th, 2011 by Missy

In reading the December issue of Fast Company, I realized two things. One – I am embarrassingly behind on reading some of my favorite publications. Two – Bayview Pubic Relations is ahead of the curve with our partnerships.

In “The Future of Advertising,” Danielle Sacks brilliantly captures what’s going on with the traditional agency model. In it, Angelique Krembs, marketing director of PepsiCo’s SoBe brand, explained why she opted to work with only shops that specialized in digital, PR, or promotional work, excluding all generalist firms. “…we were going beyond traditional…We realized it was unlikely we’d find everything we wanted in one place.”

As a trusted resource for our clients, we recommend or partner with creative agencies, digital firms and solo designers that match our (and our client’s) expectations and core values to create a comprehensive campaign or fulfill specific needs like brand marks, websites and collateral.

Basically, we work with select partners to create dream teams for our clients. Each member of the team brings a specific set of skills or knowledge in an industry, or fills another specific need. For example, USAmeriBank tapped Schifino Lee to build its website and create collateral materials, while Bayview serves a public relations role. Working with Mercury Productions and Thomason Creative, we’re able to help the City of Tampa Water Department develop educational outreach campaigns.

In some cases, we’ll partner with other public relations agencies or independent practitioners for specialized or additional resources for our clients. The client benefits by having the best and brightest team members working to get results rather than having one agency that is strong in one area, but is a less ideal fit in other areas.

Some chalk the new model up to a generational shift in marketing decision-makers with a digital background rather than so-called “classic marketing educations.” Others realize the old way of doing business no longer makes sense, and are finding new ways to thrive.

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10 tips for real estate marketing and PR

Thursday, February 3rd, 2011 by Leah

It’s a whole new world in real estate, which means sellers simply have to alter their marketing and PR techniques to attract buyers.

Bayview president Kyle Parks recently spoke to approximately 100 attendees of the Urban Land Institute’s Real Estate Trends Conference, part of a panel that presented the audience with tips on how to “market in the new real estate market.”

Kyle speaking on "marketing to the new market" alongside Jennifer Lugar of Standard Pacific Homes and John Rymer of Rymer Strategies.

Credibility is job 1, and no marketing channel – whether it’s social media, traditional news media or advertising – will work if you can’t show that in a compelling way. To build credibility and support your buying proposition, marketing and PR need to show a buyer why they are getting a good value, instead of just telling them.

Here’s a list of marketing tips to think about for the new market.

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What do you get with 40 TVs, a DJ booth, wine cellar and an $8 million home sale?

Monday, January 10th, 2011 by Leah

WFLA- Channel 8's 6.p.m news coverage of Matt Geiger selling his mansion

You get news coverage.

Sometimes PR involves finding a trend or niche for a client to tap into. And sometimes the client news is so interesting on its own, that it creates its own path and as Kyle likes to call it, gives it “legs” – meaning the story walks around on its own (with our help, of course).

Bayview PR was recently given the job of doing media outreach for Engel & Volkers’ sale of retired NBA player Matt Geiger’s 28,000-square-foot north Pinellas County mansion. And we quickly realized how many “legs” the news would have.

Since this was mainly a local story, we created a targeted list of local reporters and outlets to contact and thought, “Let’s see how much the media cares.” As we were finalizing our plans for outreach, the St. Petersburg Times’ Mark Puente broke the story of the sale on a tip. Then, after getting the news release out and doing follow-up with other outlets such as the Tampa Bay Business Journal, The Tampa Tribune and WFLA-Channel  8, our story walked all over the place.

Turns out the sale of a 6-bedroom, 8-bathroom house with a shark tank in the bathroom, 12 buffalo, and a 330,000-gallon pool with a fire pit in the middle is newsworthy, and even conversational. We started thinking it was a theme park with a 5,000-square-foot guest house attached.

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Bayview real estate clients get attention for expertise

Wednesday, December 8th, 2010 by Leah

Two Bayview PR clients were in the news last week, reflecting their status as leaders in the real estate industry.

John Rymer of Rymer Strategies, a national-level residential real estate expert, was quoted in a St. Petersburg Times story on how higher-end home sales are improving in the Tampa Bay area, while the Tampa Bay Business Journal featured Franklin Street, a fast-growing commercial real estate services company, in a Strategies section story.

We keep close track of the real estate market, tied to our involvement with the Urban Land Institute’s Tampa Bay District Council, where Kyle is the marketing/PR chair. Our work focuses on media relations, industry involvement, speaking engagements, and for our residential real estate client, The Strand, a condo under construction in Clearwater, aggressive Realtor outreach. An example of this was a mention in Charles Rutenberg Realty’s novel “News and Notes” video update, which told the brokerage’s 2,000-plus Realtors about The Strand last week.

In residential real estate, developers and builders who were smart or fortunate enough to keep cash through the crash are well-positioned, and there are signs that 2011 may show improvement in sales beyond foreclosures and short sales.

And in commercial real estate, though the market continues to suffer, there are plenty of opportunities, particularly in multifamily housing, where prices have fallen to an attractive level for buyers who can come in and quickly improve profitability by upgrading apartment management.

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