GMPR news

It’s been a busy month of media training for Guthrie/Mayes Public Relations…with sessions in Louisville, Michigan and Texas. Participants have ranged from executives to engineers to Olympic athletes!

The Wall Street Journal featured Guthrie/Mayes’ client Gray Construction today in an article about manufacturing’s role in the still-tentative economic rebound.  According to CEO Stephen Gray, the signs are increasingly positive that the manufacturing industry is working toward a rebound.

http://online.wsj.com/article/SB10001424052970203986604577255052423505954.html

Drake’s is hosting its second celebrity charity dart party tonight to celebrate the opening of the newest Drake’s at the Summit. Eleven local celebs including Coach Denny Crum, Darrell Griffith and Coach Scotty Davenport will compete for the chance to win $100,000 for their charity of choice. Of course, everyone who hits the dart board will win at least $1,000 for charity.

Drake’s Managing Partner Mark Thornburg gave some great dart tips this morning on WHAS to help Kelsey Starks and Rachel Platt get ready to compete!

Jennifer McGuire discusses the blurring lines between public relations, advertising and digital marketing in Business Lexington’s Media & Advertising issue. Jennifer is a Senior Counselor for Guthrie/Mayes Public Relations and is based in our Lexington office.

The Blurring Lines Between PR, Advertising and Digital Communications

Great marketing ideas can come from anywhere – advertising, public relations, customer service, even the mail room. But determining who brings that idea to fruition can get complicated. The lines between the marketing disciplines used to be quite defined: If it requires payment, it’s advertising. If it’s about awareness or perception, that’s for PR. If it’s online, call interactive. Today, these lines have become blurred almost beyond recognition. But that’s good.

The divide between PR and advertising started getting murky the second the first website went live. The internet leveled the playing field, allowing organizations of all shapes, sizes and budgets to aim straight for the consumer. This opened more doors to marketers than perhaps any other communications medium in our history. As the web evolved from static websites to chat rooms, blogging, social media and mobile, the marketing opportunities multiplied exponentially.  When advertisers saw their audience flocking online, they followed suit. Last year, online advertising sales surpassed newspaper advertising for the first time.

This shift to the web ripped the walls off the PR and advertising professions, forcing both to venture out of their comfort zones into new territory. Agencies and professionals alike are becoming much more integrated – not just on a let’s-hold-a-joint-brainstorm level like we saw in the late ‘90s, but in a manner that is integrated to the core. It has become a deep part of our thinking, our team structures, and even our education.

Take the University of Kentucky’s Integrated Strategic Communications degree that was created in 1997, which is breaking down the barriers between the disciplines before students even graduate. Students study a mix of advertising, PR, direct response and communications topics to learn how these pieces all fit together into the overall marketing puzzle. While such integrated degree programs are still not commonplace, they are likely to become prized selling points as employers look for job candidates that can already think across the marketing borders.

Because today’s most successful marketing campaigns are highly integrated. Consider, for example, the new PR Grand Prix Award presented at the Cannes Lions International Festival of Creativity – the Oscars of advertising. Created two years ago, both times this prestigious PR award has been bestowed it has gone to an ad agency.  Surprised?

This year’s winner, the National Australia Bank, waged a guerilla advertising campaign announcing it was “breaking up” with the other big three Australian banks.  While the four banks weren’t related in any way, Australians believed they were in cahoots to fix fees and eliminate competition. So NAB launched a stealth campaign of tweets, online breakup videos, and clever “Dear John” letters placed in the papers and outdoor (as advertising). The other banks never knew what hit them. The campaign earned so much press that the media coverage would have cost $5 million, had it been advertising. Sounds like something one of the big PR firms would come up with, but they didn’t. It was BBDO, one of the largest advertising agencies in the world.

The campaign certainly had PR elements, including massive amounts of news coverage, using creative means to tell a story and grab attention, and changing perceptions, which has long been the hallmark of a good public relations campaign. But there was obviously a strong advertising element with all the paid placements. Then there’s that tweet that started it all, which was intended to look like a mistake to ignite buzz – a classic PR tactic using digital communications.

One thing we all have in common, regardless of what we studied in college or what our business card says, is that we’re trying to find our place in this exciting new world. PR firms are developing Facebook strategies and participating in social media communities. Ad agencies are coming up with mobile campaigns and buying Twitter key words. Digital – ever the avant-garde loner — is largely doing its own thing, both leading the pack and supporting the other two.

The important thing to remember is that big ideas can and should be executed across multiple platforms, whether that’s an ad, Facebook page, news coverage, mobile app or a publicity stunt.  Which team takes the lead is almost a moot point.

We’re pleased to announce that Ashley Schaffner has been promoted to Account Manager. She started with GMPR as an intern in 2006, and has been a full-time employee for four years. She has certainly earned it!

Contact:   Bonnie Hackbarth, (502) 552-3770

FOR IMMEDIATE RELEASE

     GUTHRIE/MAYES PROMOTES ASHLEY SCHAFFNER

TO ACCOUNT MANAGER

LOUISVILLE, Ky. (July 25, 2011) – Ashley Schaffner has been promoted to Account Manager at Guthrie/Mayes Public Relations. 

Schaffner became a full-time member of the Guthrie/Mayes professional staff in August 2007.  She began as an intern for Guthrie/Mayes in May 2006, and rejoined the firm as an assistant account manager.  She specializes in event planning, community relations, major media announcements and general media relations.

A Louisville native, Schaffner is a member of the Louisville Forum, the city’s preeminent nonpartisan public issues group.  She also volunteers for the Center for Women and Families as a hospital advocate.  Additionally, she was a member of the 2010-2011 Louisville Advertising Federation’s “Dream Team.”

Schaffner earned a Bachelor of Arts degree in communication with a focus on journalism from Lindsey Wilson College in Columbia, Ky.   

Founded in 1977, Guthrie/Mayes is one of Kentucky’s largest independent public relations firms.  Guthrie/Mayes also is a founding partner in THE WORLDCOM Public Relations Group, the largest network of independently owned public relations firms.

#  #  #

Jennifer McGuire, Guthrie/Mayes Senior Counselor and SEO Consultant Scott Clark offer new age tips for successful online reputation management in Business First.

Prepare now for when search results and crisis collide

When a crisis hit in the good old days, with a little luck and some quick thinking, an organization might have escaped with just some bad press.

But that’s old school. With the rise of social networking and sharing sites such as Facebook and Twitter, today’s crises can take on the half-life of radioactive plutonium. Search engines never forget.

Whether it’s online news about a crisis or complaints from a few unhappy customers, search engines will pick up chatter from social networking sites and serve it on a silver platter to anyone who Googles your business. And there’s no expiration date.

Think of it as a virtual picket line that customers must cross to arrive at your door. If your Web site becomes lost in a sea of negative comments, how many potential customers will be turned off and turn away?

But there are online reputation management (ORM) steps that organizations can take now to reduce the risk of search results being hijacked by negative online chatter.

1. Monitor and listen.

If there’s negative chatter out there about your business, you need to be the first to know. Set up free notifications through Google alerts, which sends an e-mail alert when your organization is mentioned in blogs, discussions or online news. If you notice negative chatter, that brings us to the next step …

2. Know the rules of engagement.

It is important to know in advance whether and when your business will engage in an online conversation with critics. Having an agreed-upon strategy or ORM checklist helps you avoid knee-jerk reactions that could drop you in the middle of a hornet’s nest.

The U.S. Air Force’s “Rules of Engagement for Blogging” is an excellent guide for deciding whether, when and how to respond. Don’t wait.

3. It’s all about optimization.

One of the best ways to prevent negative chatter from taking over search results is to have a properly optimized Web site in the first place.

When someone searches for your organization by name online, your site must be at the top of the search results. Otherwise, you’re leaving the door open for negative reviews and comments to slip in and take your place.

This is what search engine optimization (SEO) is all about. Either hire a professional skilled in SEO, research it online or pick up a book. Plenty of resources are available.

4. Create multiple properties.

Instead of having one Web site that ranks high, have several. Your goal is to flood search results with positive Web sites, reviews and comments about your business so that anything negative is pushed out of view.

Google will list your Web site only two or three times on the first page of search results, so consider creating a staff blog or support pages under a different Web address.

LinkedIn and Facebook fan pages for your business are no-brainers and can be done at no cost. Plus, they rank very high with search engines.

Make sure to claim your page on these social media sites and populate them with information, pictures, videos — whatever you have to tell a positive story about your business.

5. Link with high-authority sites.

To optimize a site, one of the most important factors is having high-authority sites link to you. This can be anything from a powerful industry blog where you’ve written a guest post to a well-respected online industry journal.

But these links often don’t happen automatically, so you might have to ask for them.

6. Encourage positive reviews.

Every business has its share of happy customers who rave about their experience, whether it’s a tasty filet mignon, great customer service or an impressive return on investment.

But not every business thinks to ask those satisfied customers to write a review on social media sites such as Urban Spoon, Yelp or Trip­Advisor — or even Facebook.

But that’s exactly what should be done. Positive reviews have the power to dilute negative ones.

7. Prepare a crisis page.

Larger companies should consider preparing a crisis page or blog in advance to be held off-line until needed.

Then, in the event of a crisis, a page is already designed and ready to go with fact sheets, images, key messages, video, personal testimonies or whatever best tells your story.

Just add a statement and take the page live so you — rather than your critics — can become the primary, authentic source for journalists.

Finally, understand that you can’t change search results overnight after a crisis hits.

Unfortunately, that’s just not how it works. But if you take steps now to bolster your search engine optimization and attract positive attention, you won’t be as vulnerable in the event of a crisis.

Stylemaker: Ashley Schaffner

***NEWS RELEASE***

9^TH Annual Backyard Baseball Expands to Include Live Music, Cornhole, Bar B Q

 For the 9th year in a row, a dedicated group of Louisville families touched by Alzheimer’s disease are joining to hold “Backyard Baseball” to raise funds for the Greater Kentucky and Southern Indiana Chapter of the Alzheimer’s Association. To date, this event has raised more than $100,000 to help prevent Alzheimer’s and provide services to assist the more than 80,000 individuals in Kentucky, and 5.3 million nationwide, living with this disease.

This year, the event has evolved into Backyard Baseball & Bar B Q, and will feature live music by The Remedy, food from vendors including Chick-fil-A and Mark’s Feed Store, silent auction, mini corn hole tournament, dunking booth and other family-friendly activities in addition to the popular Backyard Baseball Tournament. The event is expected to draw 350 participants this year.

The 2011 sponsors are Norton Brownsboro Hospital, First Capital Bank of Kentucky, Guthrie/Mayes Public Relations, LPL Financial, Occupational Kinetics, The Benefits Firm and YUM!.Raffle and silent auction items include a hot air balloon ride; an elegant date night including limousine ride, dinner, hotel stay, and breakfast; tickets to the July 2 Taylor Swift concert, Colts pre-season game tickets, and several family-friendly packages that combine meal gift certificates at local restaurants with tickets for UofL, UK, Bellarmine University and Louisville Bats sporting events.

“In addition to funding from our generous sponsors and donations from area companies, all food and supplies for the event are being covered by donations from local companies, including Home Instead Senior Care, Wal Mart, Arden Courts and Christian Care Communities, so that every dollar we take in will go directly to the Alzheimer’s Association,” said Bonnie J. Hackbarth, chair of the 2011 event, who said she expects this year’s edition to raise more than $16,000.

Backyard Baseball was started by Louisville sisters Cathy Nagy and Susan Oswald, in honor of their mother who suffers with Alzheimer’s, and initially was held in the White Blossom neighborhood in east Louisville. Growing attendance over the years led the organizers to move the event last year to St. Thomas Episcopal Church on Westport Road.

 NOTE TO EDITORS AND REPORTERS: Colorful, action-oriented photo opportunities include teens playing baseball in team t-shirts with designs similar to major league baseball teams, silent auction packages, a dunking booth and families listening to live music.

Guthrie/Mayes Senior Counsellor Jennifer McGuire and SEO Consultant Scott Clark co-authored this article that appeared in Business Lexington.  This offers some useful tips on how to prevent an online crisis from hijacking your search results.

When Search Results and Crisis Collide 

In the good old days when a crisis hit, with a little luck and some quick thinking an organization might escape with just some bad press. But that’s so old school.  With the rise of social networking and sharing sites like Facebook and Twitter, today’s crises can take on the half-life of radioactive plutonium.  Because search engines never forget.

Whether it’s online news about a real crisis or complaints from a few unhappy customers, search engines will pick up chatter from social networking sites and serve it up on a silver platter to anyone who Googles your business. And there’s no expiration date. Think of it as a virtual picket line that customers must cross to arrive at your door. If your website becomes lost in a sea of negative comments, how many potential customers will be turned off and turn away?

But there are online reputation management (ORM) steps organizations can take now to reduce the risk of search results being hijacked by negative online chatter.

1.    Monitor and Listen

If there’s negative chatter out there about your business, you need to be the first to know. Set up free notifications through Google Alerts, which sends an email alert if your organization is mentioned in blogs, discussions or online news.  If you notice negative chatter, that brings us to the next step…

2.    Know Rules of Engagement

It is important to know in advance exactly when and if your business will engage in an online conversation with critics. Having an agreed-upon strategy or ORM checklist helps you avoid knee-jerk reactions that could drop you square in the middle of a hornet’s nest.  The U.S. Air Force’s “Rules of Engagement for Blogging” is an excellent guide for deciding if, when and how to respond.  But don’t wait.

3.    It’s All About Optimization

One of the best ways to prevent negative chatter from taking over search results is to have a properly optimized website in the first place.  When someone searches for your organization by name online, your site must be at the top of the search results. Otherwise, you’re leaving the door open for negative reviews and comments to slip in and take your place.

This is what search engine optimization (SEO) is all about. Either hire a professional skilled in SEO, research it online or pick up a book. There are plenty of resources available.

4.    Create Multiple Properties

Instead of having just one website that ranks high, have several.  Your goal is to flood the search results with positive websites, reviews and comments about your business, so anything negative is pushed out of view.  Google will only list your website two to three times on the first page of search results, so consider creating a staff blog or support pages under a different web address.  LinkedIn and Facebook fan pages for your business are no-brainers and can be done at no cost. Plus, they rank very high with search engines. Make sure to claim your page on these social media sites and populate them with information, pictures, videos — whatever you have to tell a positive story about your business.

5.    High Authority Sites

When it comes to optimizing a site, one of the most important factors is having high authority sites link to you. This can be anything from a powerful industry blog where you’ve written a guest post to a well-respected online industry journal. But these links often don’t happen automatically, so you may have to ask for them.

6.    Encourage Positive Reviews

Every business has its share of happy customers that rave about their experience, whether it’s a tasty filet mignon, great customer service or an impressive return on investment. But not every business thinks to ask those satisfied customers to write a review on social media sites like Urban Spoon, Yelp and TripAdvisor. Or even Facebook. But that’s exactly what should be done. Because positive reviews have the power to dilute negative ones.

7.    Prepare Crisis Page

Larger companies should consider preparing a crisis page or blog in advance, which can be held off-line until needed. Then, in the event of a crisis, a page is already designed and ready to go with fact sheets, images, key messages, video, personal testimonies or whatever best tells your story. Just add a statement and take the page live so you can become the primary, authentic source for journalists instead of your critics.

Finally, understand that you can’t change search results overnight after a crisis hits. Unfortunately, that’s just not how it works. But if you take steps now to bolster your search engine optimization and attract positive attention, you won’t be as vulnerable in the event of a crisis.

Drake’s market manager, Mark Thornburg, poses with Angie Fenton and representatives of the St. George’s Community Center Freedom School. Fenton participated in Drake’s celebrity dart competition to raise funds for the organization.

WHAS-84′s Terry Meiners takes aim before shooting his first dart.

 Denny Crum throws a bull’s-eye, and surprises Mark Thornburg.

Fenton gives a victory speech after winning.

WAVE-TV’s Scott Reynolds poses with Drake’s owners and managing partners Bruce Drake, Brian McCarty, Brandon True and Mark Thornburg before competing in a charity dart competition. Reynolds raised $1,000 for the Barren Heights Christian Retreat Center.

Mark Thornburg and Drew Deener

WHAS-TV’s Kelsey Starks and a representative from her charity, the Mary Byron Project.

Ashley Schaffner, Jordan Parker and Jennifer McGuire, all of GMPR, with Drake’s co-owner, Brian McCarty