Those of you too young to remember the fax machine as a PR tool (think of junior account executives at every machine in the office, patiently faxing press releases to the media) may not understand what a liberating force organic search, social media and mobile devices have been for our business. And, despite the very real decline in the power and reach of traditional media, things are only getting better.

Here’s why.

1.  We now have multiple channels to reach our key audiences. And never doubt that successful PR has always been a question of getting your stuff in front of multiple audiences (the right ones).

2.  Our targets now search out our content. They self-select multiple times a day, whether through iPhones and iPads, blogs or social media like Twitter, or Google.

3.  The media is still important, but really more for creating content that is then self-selected for consumption by our key audiences through online sources and mobile devices.

4.  In fact, the “brands” of even high-visibility media like the New York Times have diminished precisely because information has become a commodity. (That’s one big reason the Times and other old line media have put their content behind a pay wall.)

5.  And because our key audiences have instant access to content we create – whether “news” that happened today or ten years ago, the value of our information has increased dramatically…for the end user.

That’s why the death of the fax machine – and, increasingly, press release distributed through paid newswire services – is good news for us. Here’s why.

Good content (and that means good writing!) crosses multiple channels easily. In fact, even Twitter increasingly exists to pass along embedded content.

A program grounded in multiple distribution channels allows a client’s best ideas to gain maximum penetration of the info-sphere (we didn’t coin the phrase, but we like it!).

And a successful multi-distribution campaign almost certainly means that the value of your content will be increased through pass-alongs by people you’ve never met and never will meet.

Case in point: Ford Kanzler’s comments in LinkedIn’s PRwise forum, kindly shared with the group’s 11,901 members.  Ford, who is the veteran tech marketing pro behind Marketing/PR Savvy, had these thoughts to add to our blog post 5 good reasons for CEOs to outsource their company’s PR.

Ford says: “Greg’s article is on the money. I’d add,”

1. Cost control – It’s easier and more comfortable to reduce or cut an agency’s budget than staff headcount.

2. More brainpower – You can afford a greater level or depth of expertise with an agency or even experienced solo PR counsel that may be affordable with a full-time employee.  I know the “deep bench” perception is most often just that and it’s all about the team working a specific account.  However, agency teams can solve problems in a collegial way that’s not easily done by a single PR pro working internally.

3. Lower fear factor - (relates to Greg’s #4) – Agency personnel are more likely to ask hard questions, point out business problems affecting reputation and deliver bad news sooner than internal staff who report up to the CEO through a layer or two of management…who may have caused the problems.

4.  Coattail effect - An agency’s established reputation MAY help a new or unknown brand gain market traction faster due to a range of established relationships in that market sector.

5. Better connections – An agency should have established connections with other communications and marketing pros who may be needed by their clients.  These include but aren’t limited to: market researchers, unique domain writing experts, graphic designers, photographers, video production pros, event specialists, etc.

6. Singular focus – Internal PR pros too often get pulled (jerked around) into a lot of other tasks that prevent them from spending the daily time it takes to accomplish desired PR campaign outcomes.  The plight of the typical “Marcom” pro, whose responsibilities include PR, is most typical.  Very soon after they start the job, their time will be taken up with every other sort communications tactic OTHER than PR. Sales and HR will heap work on this position and PR execution will take a back seat, at best.  More likely it will totally cease.

Thanks, Ford.  We couldn’t have said it better ourselves.

In an ideal world, client-agency relationships would be like the perfect marriage – no arguments over money, complete agreement on goals, and smarter-than-average kids (or agency team members). But it’s not an ideal world, and so divorce happens. As a public service, Marketcom lists the top 10 reasons why companies should think about firing their current PR agencies, with this easy-to-use scoring system:

*70-100 Points: It’s a no-brainer – fire ‘em today.
*50-70 Points: Ask for a rebate.
*20-50 Points: It does raise a lot of questions.
*10-20 Points: You’ve got a winner!

1.  You find typos in the press release.
*10 Points

2.  Your account team still needs name tags because they change so often.
*10 Points

3.  The agency asks you to suggest subjects for the next two press releases.
*10 Points

4.  You need an accountant to figure out the quarterly overage bill.
*10 Points

5.  The agency’s “big idea” costs as much as the next six months’ retainer.
*10 Points

6.  They’ve already blasted through your PR budget for the year, and it’s only July.
*10 Points

7.  The last time you saw an agency partner was the day they pitched the business.
*10 Points

8.  Your account team focuses on results only when you focus on results.
*10 Points

9.  The agency calls to set up a brainstorming session with your senior management…again.
*10 Points

10. Your senior management asks you how the PR program is going.
*10 Points

(Greg Miller is President of Marketcom PR)

These are all sound reasons.

But let me play devil’s advocate and argue for outsourcing at least part of your PR.

Consider these points:

1.  It’s not your core competency. With all due respect, if you’re in marketing, you’re not a PR specialist – you’re a consumer of the product. Stick with what you’re good at.

2.  You may not do it well. I freely admit that PR doesn’t require an MBA or a J.D., but it is its own craft, with tricks of the trade (like strong writing skills) and a long tradition of on-the-job learning.

3.  Your problem is not unique. From product launches to crisis communications, other companies have walked down this road. Why not learn from someone who walked with them?

4.  Outsider ideas are often valuable. We exist outside of your corporate culture and chain of command. A good PR agency person can step back and say, “Have you ever thought of doing it this way?”

5.  You’ve got someone to blame if you don’t like the results. Let’s face it, an outside agency is easier to replace than a whole department. Sure, they’re nice people, but business is business.

And speaking of point 5, look for our next blog post…5 good reasons to fire your PR agency today!

(Greg Miller is President of Marketcom PR)

OK. Big product announcements are good. But what do you do while you’re waiting for the next one?

That’s a conversation we had with a client the other day. Don’t get me wrong – it’s a great company. They’re expanding globally in key markets like…well, just take my word for it.

The point is, while waiting for the perfect product announcement they are underinvesting in the corporate communications function.

I can hear you say, “What do you mean by that?”

While you’re waiting for the big product announcement, why not build your corporate communications profile with these five ideas.

Product enhancements – leverage the investment you’re making in existing products and lines that take advantage of changes in your industry.

Personnel announcements – focus on how this new hire not only has a great background, but can help your management team execute against your growth strategy.

Market expertise – focus on commentary that informs new customers and referral sources of opportunities for them in your market space.

Speaking engagements – secure speaking opportunities (paid or unpaid) at industry events that reach your customers and publicize your participation.

Thought leadership – secure bylined article opportunities in trade publications that reach your key targets.

Think about communicating with these tools over a timeframe of at least three months. Looking at it that way, you can easily stay in the communications market until the big announcement comes into place.

And since any one of these items can play across multiple communications platforms – organic search, media coverage, website and social media – you’ve got multiple times at bat.

Play ball!

(Greg Miller is President of Marketcom PR)

The waves of downsizing and buyouts at mainstream media like The New York Times mean that today’s freelancer is often someone who, until recently, worked at these media outlets. Or it may be someone who has spent years building up a practice in a specific industry area like real estate or healthcare. In either case, targeting the right freelancer with your pitches may not be a bad idea.

Just in the last few months, we have worked with a former Forbes reporter with continued access there as well as at other high visibility outlets…a former senior writer at Better Homes and Gardens Magazine who now freelances for a wide range of publications…and a long-time freelancer who specializes in commercial real estate.

These are journalists with great experience and contacts and the ability to sell stories to their clients – editors.

As my grandmother used to say, a word to the wise is sufficient!

Helpful hint: Freelance reporters often have their own websites blogs, Twitter and LinkedIn accounts, laying out in detail what kind of work they do.

(Greg Miller is President of Marketcom PR.)

But here’s what we tell our clients when they say “We don’t really have anything new to say.”

Fine.

But have you thought about:

* Putting out a press release about the five big issues facing your customers in the next 12 months?

* Doing targeted media outreach on those five issues, focusing on the media that’s closest to your customers?

* Using your issues analysis as content for a series of bylined articles that position you as an expert on issues that your customers worry about?

* Creating content based on the issues analysis for use in your social media program?

* Securing speaking engagements for you and your key people, again based on your proprietary issues analysis?

PR is a no brainer when you’ve got something “big” in the pipeline – an acquisition, a new product, a new hire, a new ad agency.

The tricky part is when you don’t…so, just remember, radio silence is not a good thing!

(Greg Miller is President of MarketcomPR.)

We ran into a guy at a private equity event recently who had worked as a CFO – apparently successfully – at two major manufacturing operations, one in Mexico and one in Europe. Those were his two most recent gigs, and now he’s looking for work – ideally with a middle market PE shop, running finance for one of its portfolio companies.

Nothing wrong with that – hey, it’s a jungle out there.

But here’s what he was lacking…a robust search engine profile.

It turns out that my new friend was too busy being a good CFO to think about how well he searches on Google.

So when times were good, he put his head down and got the work done. Let the CEO take the glory shots!

But now that he’s out of work, Google doesn’t have much to say about his achievements, opinions and industry stature. Which is too bad, because that’s where people – including potential employers – look to see what your resume doesn’t say.

So, folks, just a word of advice while you have a good job…don’t be the strong, silent type.

Greg Miller is President of Marketcom PR (marketcompr)

The retired general, speaking to a group of investors, made that comment before answering a potentially sensitive question from a member of the audience.

It wasn’t as though the general was handing out material information relevant to trading in a stock. The question asked required an analysis of the personalities of two public figures, and his frank response to the question may have been embarrassing if made public. That’s all.

He was employing an old school way of saying, “I’m going to let you in on some inside information, but it’s just between us.” There were no members of the traditional media there. They weren’t invited. It was a private meeting. And the general knew it.

Home free?

Not necessarily. Because every person listening to his presentation and Q&A is a potential member of the social media. All those BlackBerrys and wired laptops are a few keystrokes away from broad dissemination of anything the general said through a Tweet or a blog. And if it happens, it happens in real time, and it lives forever on the web. Before you even know it.

Lesson learned? With social media, private words can become public words. So be careful what you say.

Greg Miller is president of Marketcom PR (Marketcompr).