Season's Greetings from P2R!

Merry Christmas and Happy New Year to all of our loyal followers!

Look for more exciting posts in the coming year.

We wish you a safe and prosperous 2010.

The P2R Team

Strategic Business Development

“Insanity: Doing the same thing over and over again and expecting different results.”- Albert Einstein

There is no question that manufacturing companies are faced with significant challenges as they try to survive today’s difficult economic conditions. Some might even consider the challenges insurmountable.

P2R Associates disagrees.

We believe that manufacturing companies have a wealth of expertise that can help them break free of excessive dependence on the automotive industry. The key is to implement strategic sales and marketing programs that position your company as a forward-facing leader, not a company struggling to do business the way it’s always been done.

Begin with an honest appraisal of your company’s ability to reorient itself to new markets. You need to understand the markets you want to enter. Who are the potential customers and what do they want from a new supplier? Who are the competitors and how are they positioned? Once opportunities are identified, you need a strategic, integrated plan that will serve as the bridge to these new markets, one that outlines the messages that will resonate with target customers, and details specific programs required to achieve company goals.

For example, many companies with a history of serving the automotive industry are interested in expanding into government and aerospace markets, and for good reason. Companies that can “crack the code” may find opportunities within numerous government programs, ranging from state Department of Transportation) to the federal Department of Defense. In addition, the aerospace industry values the ability of automotive suppliers to meet its demanding quality standards.

P2R Associates can help you identify and pursue these opportunities — and others.

We know how to work with government agencies, each with its own processes and requirements, helping you find opportunities that are a fit. Furthermore, we are experts in rebranding companies and helping them launch new products, technologies and services. We tell your story in ways that resonate with prospective customers in your current industry or in new markets.

We take a collaborative approach with our clients, delivering solutions that “move the needle” on-time and within budget. We can work as a seamless extension of your sales and marketing team, or if you are not ready to invest in building these internal teams, P2R can cost-effectively staff these functions on your behalf.

As challenging as this economy is, opportunities still exist for companies prepared to seize them.

It's What's Behind the Branding Buzz That Counts

It’s no secret that marketing people love buzz words. Used properly, buzz words serve a useful purpose, but are so overused or misused that they have lost any value. “Branding” is one such word. Everyone “does branding” these days – graphic designers, research companies, advertising agencies, public relations firms, even special events planners. They all say they’re “branding” experts. Rubbish.

Most people understand that a “brand” is the immediate reaction someone has when they hear a company’s name or see its logo. In the automotive industry, for example, Rolls-Royce = luxury, Toyota = quality, Viper = thrill. It would be extremely difficult to find anyone who disagrees with those characterizations. That’s the power of a “brand.”

“Branding,” on the other hand, is a process easier said than done. In our view, you start by understanding the current brand perception amongst key stakeholders, then define what you want it to be, build a roadmap to bridge the gap, and execute a series of integrated programs to achieve the desired end. The key word here is “integrated.” Logos, research, advertising, public relations, social media, etc., are simply tools employed as necessary. Deciding which tools to utilize, and deploying them effectively and efficiently, is what separates true branding practitioners from the myriad of firms and sole practitioners that are merely trying to expand the range of what they can sell to clients.

Unfortunately, who a company engages for branding services is usually the deciding factor in what kind of program they get. Graphic designers, advertising agencies and others whose strength is “visual” communications will want to redevelop logos, websites and ads. “New” media firms will wax poetic on how social media and web-centric activities are the key to breaking free of clutter. Pubic relations firms will weigh in on how marketing dollars should be allocated towards media relations and special events.

This is understandable, from an agency perspective. Service companies usually have one “core” competency, and a major part of their growth strategy is to leverage that into a broader role with their clients.

However, unless the agency truly understands integrated communications and what it takes to develop a fully integrated marketing program, results will be incomplete and therefore ineffective. In our view, the best branding practitioners have senior-level corporate experience in aligning marketing programs with strategic business plans. They spend more time listening to clients than they do lecturing them, and recognize the importance of working closely with sales and operations teams to execute branding programs. They want to help you grow your business, not merely add another case study to their website and new business pitch.

Even if a company is in a position to throw money at marketing programs to ensure that its messages are heard (and this kind of company is an endangered species), building trust takes time. Trust is what differentiates market awareness from market acceptance. Trust, not awareness, makes the cash register ring. Too often, people who have spent their entire careers on the agency side of the table don’t understand the difference, and likely never will.

Marketing Metrics and ROI

In the course of a new business meeting earlier in the week, I became engaged in a conversation about marketing communications metrics. I greatly enjoy such conversations because we have a wonderful model of integrated metrics tracking that is downright exciting for those interested in such things and never fails to fuel a conversation on the topic.

On the heels of that conversation, an article came my way talking about metrics, ROI, and various techniques used in healthcare marketing. Given the earlier discussion, it piqued my interest so I plunged in. The article proved to be well-written, very broad, chock full of input from various “experts” and devoid of any “so what” or actionable takeaway.

It struck me as something to share internally as an example of an intelligent-sounding article on metrics that hits on a lot of buzz, but says nothing concrete. About the only thing useful - from a 50,000 foot level – was buried somewhere near the middle in a quote by one of the experts” who basically said metrics should be tailored to need. Unfortunately, much of what we see regarding marketing metrics and marketing in general seems much the same – a lot of sizzle and splash, newspeak and nodding heads, but little substance. In my opinion, the prevalence of such things cloud understanding of the issue and curtail frank, inquiring discussion at best.

People who “should” know all about these things fear appearing as if they don’t and so fundamental questions remain un-asked, assumptions aren’t challenged, prevailing attitudes are accepted, the boat isn’t rocked and on we go. In that environment, basic misunderstanding grows, mistakes are made and the process gets repeated – even institutionalized.

The only good metric is a useful one…Our approach toward metrics in general is that they are most useful when they’re: tailored to client objectives, provide insights into effective direction and are actionable.

We point out these requirements whenever the discussion turns to metrics or ROI with the added caveat that metrics need to be simple to understand and track. Which leads to something else: in both the article and in conversations, we’ve also noticed there is often confusion between "metrics" and "data." In my mind, data is useful and if budgets allow - always a good thing. Metrics are forms of measure.

In addition to basic misunderstanding, confusion comes when tracking online activity for example. Is it a metric - or is it data? One could say both. Certainly it's a handy activity to track, but if considered a metric, then what's its worth if not tied to a means of manipulating the outcome toward the achievement of something that furthers a company's objectives? So then, data is information. Metrics are tools tied to outcome that allow us to take effective action when needed.

To be useful, the tracking of online behavior should link back to effect the desired behavior or outcome. Otherwise, such activity too often becomes "pursuit of the month."
Strategies are hatched, agencies are aligned, programs are designed and launched, metrics are captured, a flag is stuck in the ground and victory is proclaimed. Unfortunately the results produced are often dubious at best and the lingering effects of such actions tend to be harmful to an organization. The real tragedy is that most organizations miss the fallacy of a process they continue repeating.

The auto industry we know so well, is rife with examples. Consider GM’s ongoing experiment with all things "brand."

Perhaps 15 or so years ago, "brand managers" were brought in from other industries in order to boost car sales through implementation of "brand strategies" and techniques in place within the consumer products industry - notably at P&G.

Thinking changed, direction changed; young, new "gurus" were given free rein to implement new marketing activities affecting virtually all of GM's line. Did it work? Well, that's a multi-faceted question, but many would say "It didn't help." Given the profound (read "faulty") mindset change such thinking drove, it was downright harmful.

Cars became "products," nameplates became "brands," the car companies themselves became "brands," "brandspeak" became lotus leaves and many bought into the illusion. Customers who simply wanted “cars” become confused with all the hype and the dizzying array of offerings.

Toyota, Honda and others kept to the basics of building what consumers wanted: cars that were well-made, provided reliable transportation, were fun and looked good.

Not to say they didn't pay attention to research, new marketing techniques and metrics - of course they did. However, I would argue that they kept a pragmatic balance, an end-goal and their customers in mind, while their competitors rushed from brandspeak "fad-to-fad." It's clear which companies had more success and built the more loyal customer bases.

I'll never forget when Chevrolet launched the Lumina in the late 80s. At significant cost, Chevrolet purchased the rights to use Disney characters in ads promoting the new vehicle. At the time, I read their thinking was to link the wholesomeness of Disney characters to the new car in an effort to connect it to families. Somehow, families in the market for a car would be drawn to the new vehicle because of its association with Disney characters and their high regard for the family values of Disney.

At the time, I worked at a firm involved in the launch of the Lumina. I had driven the car and thought it was poor in comparison to other offerings then on the market. I remember thinking the money spent on a Disney link could have been well spent on building a better product and touting things potential buyers wanted. At any rate, the Disney ads were soon dropped, the Lumina was never considered a "hot" seller and never sold in the volumes desired. Today it's gone.

The point is that all too often we get carried away with marketing newspeak, unproven-but-cool-sounding approaches and the application of new technologies and tactics we don't take the time to think about or understand. Too often, we take a short-term view instead of the more strategic action that furthers accomplishment of a long-term and often bigger objective.

Meanwhile, wiser marketers "think" before they "do," apply common sense instead of delegating to the "experts" and implement activities with the correct end goal in mind. After the hubris has faded, they tend to be the winners.

Constructive accountability is an added factor that comes into play... but that's a stand-alone issue for another discussion.

Effective Communication Requires Discipline, Practice and the Ability to Listen

As professional communicators, the majority of us spend our waking hours communicating with others, but not in a meaningful manner that makes us successful communicators. Effective communication requires discipline, practice and most importantly, the ability to listen.

The following six-step approach to effective communicating should help you streamline your thoughts, words and actions and help to become a more effective communicator in the spoken, printed and electronic communication world.

1. What is your purpose for communicating? Define it. Are you only sharing information? Or do you need action? If so, what action and by when? Or, do you have intent, such as a call to action?

2. Respect for your audience. Are you being clear and concise? Are you avoiding industry jargon that may confuse your recipients? Are you pushing information, i.e., “selling and telling” or pulling information, i.e., “asking and engaging?” For example, do you give others a chance to join your conversation? Do you listen? Do you want to listen? Do you really hear?

3. Simplicity. Is your message easy to access? For instance, can people simply skim your email messages to find the key information, or are they faced with a “wall of words” that they have to sort through? Are your messages timely? Do people know how to get in touch with you for more details or where to go for more information? Are you making sure you’re not contributing to the problem of more information overload? (Twitter?)

4. Be a credible source. Are you portraying through your oral and written communication that you are to be believable and trusted? Are you doing what you say you will do? Consistently?

5. Provide value. Are you communicating the topic in a way that appeals to people’s interests? Are you giving them just-in-time information that will help them do their job or solve their problem? Will they know how to act on the information?

6.Have fun. After all, communication is about exchanging ideas, learning new things, meeting new people. All of this should be fun. If communication ceases to be fun, then you are not effectively communicating. Start having some fun today.

Idea Development for P2R Client’s BIG News Idea™ Eerily & Unwittingly Follows the Kaizen Process!

While developing the idea kernel for a BIG News Idea for a client, the staff of P2R Associates followed the Kaizen Process as if we were following a template. Coincidence? Luck? Parallel Universe? Good, solid fundamentals?

Of course, we prefer to think it was the latter as that is what we stress to our team members and clients, but it got us thinking . . . how similar is the Kaizen process to the P2R e³ Process™?

P2R’s e³ Process follows a structured and focused approach to strategic marketing communications problem solving – much like the Kaizen process. The literal translation of kaizen is "small improvements everyday" and the approach is simple. Define the problem/opportunity, pick the best cross-functional group of people, and fix the process or problem quickly using lean tools and techniques.

While developing the idea kernel for a BIG News Idea for a client, the staff of P2R Associates followed the Kaizen Process as if we were following a template. Coincidence? Luck? Parallel Universe? Good, solid fundamentals?

Of course, we prefer to think it was the latter as that is what we stress to our team members and clients, but it got us thinking . . . how similar is the Kaizen process to the P2R e³ Process™?

P2R’s e³ Process


EVALUATE

- Strategic Audit & Review
- Understand Position


Kaizen Process

- Identify Opportunity
- Form Team & Scope of Project
- Analyze Current State
- Define Ideal State



ENGAGE

- Strategic Planning
- Goals, Objectives


Kaizen Process

- Identify Root Causes & Propose Solutions
- Plan & Test Proposed Solutions



EMPOWER

- Startegic Execution
- Measure Success & Realign / Maintain Momentum
- Track Success & Adjust Activities as Needed


Kaizen Process

- Refine & Implement Solutions
- Measure Progress & Hold Gains
- Share Results


Fundamentally how does the P2R e³ Process mirror Kaizen?

First, our passion for understanding a company’s current state identifies opportunities for improvement and sets a vision for how success is defined. Our strategic review and audit of company executives, managers, customers, suppliers, industry, media, corresponding marketing materials and perceptions provides the real data foundation on which a solid communications effort is based.

Second, our focus on the ideal state helps our clients achieve breakthrough results, not just incremental improvement. This is accomplished through comprehensive strategic planning of communications for image and branding, marketing materials, employees, customers, investors, media and community. P2R follows this with targeted goals, objectives strategies and recommendations.

Third is our intensive strategic execution – aligning and launching – of an integrated set of communication activities all focused on achieving success. These activities include; employee and business communication, public and media relations, speaking engagements, trade show participation, editorial placement, social media marketing and advertising.

Finally, we measure success via position assessment, constant realignment as necessary, and a proactive approach designed to strongly position a company in its industry and in a way that achieves and maintains the premium position.

While strategic communication is an often-overlooked, misunderstood and underutilized business tool; in reality it is a vital, integrated “force-multiplier” for a business and as critical to its success as cash management. Indeed – an effective and sustained integrated brand communications effort is a fundamental driver of cash-flow, stability and long-term success.

Kaizen, P2R e³, whatever process is used for problem solving and improvement; P2R believes that focused communications across the spectrum of the business environment is the means through which success is achieved. For more information visit: www.p2rassociates.com

P2R Associates Presented with Two IABC Renaissance Awards

LIVONIA, Mich., June 23, 2009 – P2R Associates today announced it received two prestigious Renaissance Awards for its informative and engaging www.p2rassociates website redesign. The IABC Renaissance Awards are sponsored by the Detroit Chapter of the International Association of Business Communicators (IABC/Detroit).



The Renaissance Awards program recognizes excellence in communication in all functional areas including strategic communications management, corporate communications, public and media relations, marketing, writing, design, advertising and multimedia. A wide variety of Southeast Michigan corporations and agencies participated in this year’s judging.

“We are honored to be recognized for our internet work,” said Gordon Cole, president, P2R Associates. “These awards are a further confirmation of our team’s creative talent, hard work and commitment to our clients and their strategic communication goals.”

This year’s P2R winning campaigns include:
- Award of Merit - Electronic and Digital Communication
“Perception to Reality” Web Site Redesign

- Award of Merit - Interactive Media Design
“Perception to Reality” Web Site Redesign

IABC Renaissance Award entries come from corporate marketing and communication departments, advertising agencies, PR firms, design shops, production
companies and freelancers. Winners were selected in 20 categories spanning three communications divisions including Communications Management, Communications Skills and Communications Creative.

The Renaissance Awards are in addition to one Automotive Public Relations Council - Excellence in Automotive PR Award, two Hermes Creative Awards for web design and eight MarCom Awards presented to P2R earlier this year for a range of integrated strategic public relations and marketing communications programs, crisis communication strategies and print and broadcast publicity achievements. P2R’s industry award total this year stands at 11.

“P2R is a small, aggressive agency that produces measureable results and these awards make that point,” said Cole. “Our trademarked e³ Process™ results in break-through communications that are aligned with business objectives and focused on sustaining success,” he added. “We build on a solid foundation – efficiently and with the right tools. I’m really proud of the work our team has done.”

About IABC/Detroit
IABC/Detroit is one of the largest chapters within the International Association of Business Communicators (IABC). IABC is a global network of more than 15,000 communications professionals and the only multidisciplinary professional association dedicated to both internal and external communications. For more information about IABC/Detroit, visit Detroit.iabc.com.

About P2R Associates
P2R Associates is an award-winning, strategic public relations and brand communications firm serving a diverse mix of international, national and local companies in a range of industries. With special expertise in business-to-business communications, P2R has represented clients in the automotive OE, Tier 1 and aftermarket, high-tech manufacturing, construction, consulting, defense, retail, design, engineering and exhibit and event management. Headquartered in Livonia, Mich., P2R provides clients with strategy-driven tactics, superior service and measurable results.

For more information about P2R and its e³ Evaluate, Engage, Empower™ process,
visit http://www.p2rassociates.com/.

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Cerion LLC Selects P2R Associates as Marketing Communications Agency of Record

LIVONIA, Mich., June 1, 2009 – P2R Associates announced that it has been selected as agency of record for Cerion, LLC of Plymouth, Michigan.

P2R will provide Cerion with a range of integrated communications, corporate positioning and strategic public relations services in support of the company’s business development and marketing initiatives.

Cerion is a privately-held American manufacturing company focused on acquiring and operating small and medium-sized precision component manufacturing operations to serve automotive and other manufacturing industries in the U.S.

“We are delighted to add Cerion to our roster of clients,” said Gordon Cole, president of P2R Associates. “Cerion is quickly building a manufacturing-oriented business focused on providing customers with world-class products and services; we share this vision and are excited to become part of their team.”
Cerion was established in late 2008 with the acquisition of Metavation, and is growing rapidly through strategic acquisitions; the company recently acquired MPI International. Cerion serves a diverse customer base in the automotive, transportation, industrial, energy, consumer and medical markets. More information will soon be available at http://www.blogger.com/www.cerionllc.com.%20


About P2R Associates
P2R Associates is an award-winning, strategic public relations and brand communications firm serving a diverse mix of international, national and local companies in a range of industries. Headquartered in Livonia, Mich., P2R provides clients with strategy-driven tactics, superior service and measurable results. For more information, visit http://www.p2rassociates.com/.

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Lean Learning Center Selects P2R Associates as Public Relations Agency of Record

LIVONIA, Mich., May 13, 2009 – P2R Associates, an industry leader in strategic public relations and brand communications, announced today that it has been selected as agency of record for the Lean Learning Center, of Novi, Mich., one of the most recognized and premier providers of lean transformation services in the world.

Founded in 2001 to address the gaps and barriers that are holding back companies from successful and sustainable lean transformation, the Center combines on-site consulting and coaching at client locations with an adult-learning-designed Instructional Design Studio and custom-developed curriculum to achieve maximum sustained performance for companies from the executive suite through the front lines.

P2R will provide the Lean Learning Center a range of integrated communications, positioning and strategic media relations services in support of the company’s business development and marketing initiatives, using the agency’s trademarked
e³ Process™ – Evaluate, Engage, Empower.

P2R activities will highlight the Lean Learning Center’s unique capabilities, approach and lean transformation expertise, while positioning the company’s principals as leading authorities on maximum sustained lean performance.

“We are delighted to add such an advanced, comprehensive and effective lean consulting company like the Lean Learning Center to our growing roster of premium clients,” said Gordon Cole, president of P2R Associates. “We look forward to broadening the understanding and national awareness of the Center and its unique form of adult learning.”

About the Lean Learning Center
The Lean Learning Center is one of the most recognized and premier lean consultants in the world. With on-site assessment and consulting at client locations, an adult-learning-designed Center in Michigan and custom curriculum developed through an Instructional Design Studio, the Center brings unique lean understanding in creative ways to executives, managers, supervisors, change agents and front-line employees at clients including Fortune 500 companies in a range of industries. The company combines a unique learning environment with teaching techniques that facilitate discovery to drive cultural and organizational transformation resulting in maximum sustained performance.

For more information visit: www.leanlearningcenter.com.


About P2R Associates
P2R Associates is an award-winning, strategic public relations and brand communications firm serving a diverse mix of international, national and local companies in a range of industries. With special expertise in business-to-business communications, P2R has represented clients in the automotive OE, Tier 1 and aftermarket, high-tech manufacturing, construction, consulting, defense, retail, design, engineering and exhibit and event management. Headquartered in Livonia, Mich., P2R provides clients with strategy-driven tactics, superior service and measurable results.

For more information about P2R and its e³ Evaluate, Engage, Empower™ process,
visit www.P2Rassociates.com.

###

Ten Reasons to Hire a Public Relations Firm Now More than Ever

1. Ready and On-Deck – an extension of a your communication staff, ever ready to provide services that achieve agreed-upon goals, public relations firms provide a critical perspective for clients, keeping them abreast of issues and advising them on the best ways to respond.


2. Objective Expertise – integral and trusted partners, public relations firms provide critical outside perspective and strategic counsel across a full spectrum of communications programs.


3. Stakeholder Engagement and Influence – managing the diplomacy of interaction, public relations firms improve a client’s ability to engage stakeholders such as employees, customers, media, online influencers, community leaders, shareholders and public officials.


4. Voice of the Customer – the ability to persuade through clear explanation, public relations firms help client’s research data and garner third party credibility from targeted media.


5. Messages and Conduits – figuring out the most appropriate message to present to media. The public relations mindset is your natural integrator for developing a comprehensive communications strategy and identifying the best conduits to use. Public relations firms continually fine-tune outreach activities to enhance the relevance of every marketing effort, public relations campaign, and public affairs initiative and/or crisis response.


6. Digital Know-How – because they adapt readily and integrate different communications activities, public relations firms maximize social media platforms and corresponding networks. Public relations firms serve as a combination of communications counselor, navigator and interpreter.


7. Speed to Market – Public relations firms are poised for action, built for speed and conditioned to work in the 24/7 information age. They are results-oriented and focused. By comparison, internal staffs are often bogged down by executive “pet projects” and other internal issues.


8. Fiscally Responsible – hiring a public relations firm can be extremely cost effective relative to the cost of direct employees. Public relations firms can provide peak-load capacity, which can scale up or down as programs ebb and flow. In addition, there are value-added services the firm might subscribe to that greatly enhance any communications programs but would be both costly and problematic for many staffs.


9. Paralysis by Analysis – doing nothing during tough times is not an option for any serious business operation. Public relations firms work with the highest level of corporate executive down to the critical tactical work in the trenches, always making sure clients are prepared and visible and with a higher focus on ROI than many, a firm is better positioned to keep things moving.


10. Cross-Pollination – typically, public relations firms work across multiple industries, geographies and cultures, enabling them to cross-pollinate ideas, providing clients with more robust strategic thinking and more effective marketing communications offerings.

P2R Associates Continues Award-Winning Ways With Platinum and Gold Hermes Creative Awards for Web Site Design

P2R Associates Continues Award-Winning Ways With Platinum and Gold Hermes Creative Awards for Web Site Design

For Business, Public Relations is Becoming an Increasingly Vital Tool

How can we, as public relations practitioners, get a message across to our clients, and potential clients, that speed-to-market, reach, market intelligence stakeholder engagement and objective expertise are the essence of our DNA and more importantly, essential for business success?

Interestingly, in January Advertising Age magazine predicted that public relations/crisis communications would be among the bright spots in 2009. B2B magazine also claimed that business-to-business marketers were increasingly turning to public relations for support even as overall budgets are being reduced. Without seeing the data – we think this makes sense.

In 2005, Proctor & Gamble conducted a landmark study involving a marketing mix model for six of their brands over a one to three year period. P&G found the following:

- PR drives sales, often on a par with advertising
- PR delivers stellar ROI (275%), much greater than advertising
- PR provides a halo effect over other marketing tactics

These findings coincide with P2R’s experience, especially with respect to public relations delivering a better return on investment and providing a halo effect. Our guess is that public relations’ greater credibility is the reason. For consumers and an ever-more news hungry population, credibility seems increasingly to be the tool-of-choice for breaking through what has become a cacophony of marketing messages. Research bears this out in yet another example.

A 2006 survey of marketers conducted by The Association of National Advertisers (ANA), ranked public relations number one in terms of its overall value to the enterprise. Additionally, The Economist magazine stated, “For business, public relations is an increasingly vital marketing tool – especially as traditional forms of advertising struggle to catch consumers’ attention.”

At P2R Associates – we’re delighted to see that what many have known for a long time is becoming a growing awareness. Three major industry publications and a marketing giant all believe that public relations holds the key to helping businesses compete and succeed in these trying economic times.

It is important that agencies trust their judgment, get back to the basics, focus on their strengths, then identify what works and move forward. We need to communicate results and show both existing and prospective clients how public relations impacts business and contributes to bottom line success – however difficult it might appear to be to do so.

Is PUBLIC RELATIONS a Bad Word?

With so much newspeak in use for the term marketing communications, I am beginning to wonder is the term public relations is actually a “bad word.” Does it scare people off? Do people really know what public relations practitioners do? Do they care? Should they care?

Does strategic communications straddle the line between public relations and marketing? How about– integrated brand communications – closer still?

I’ve been thinking a lot about this lately and it occurs to me that a most people don’t know the difference between public relations and many other marketing terms we hear regularly. The interchangeability of terms used in today’s market is blurring the distinction, especially in the growing social media and blogging arenas.

Here is how I look at it, marketing equals sales strategy and support. Public relations equals positioning plus public relations plus professional writing plus media relations plus corporate communications plus events… virtually everything that comes between a company and its myriad audiences. Public relations then, is the integrator of the company, its brand and how that brand is communicated.

Public relations is the most credible communication vehicle to positively influence buyers and inform target constituents. It consistently provides the best return-on-investment of all communication methods. Public relations – or specifically, media relations in this example - is believable and highly credible because information is published in third party media and is written by journalists who research solid news to report. Now that is different from marketing in my book.

Back to my original question. Does the term public relations scare people off? Most people are frightened by things they don’t understand. Public relations is an unknown item, a scary term -- and scary is bad. So how do today’s public relations practitioners rectify this situation?

Well, as the phrase implies, practice. Put into practice the natural integration that effective public relations drives. Don’t be content with simply a seat at the table – bring a voice that integrates and coordinates all elements of a company’s strategic and tactical communication. Remember: public relations at its best, educates, informs and persuades. So practice, practice, practice.

Be informed - practice the art of researching pertinent information. Be articulate - practice the art of professional writing. Be knowledgeable -- know your many audiences, practice the art of good old-fashioned media relations and build effective relationships with all audiences. Be strategic – practice a strategic outlook and maintain a wholistic eye on your organization’s or client’s activities. Finally – recognize your strength. Effective public relations is integrated. It weighs all viewpoints, considers options and outcomes against long-term objectives and ensures the organization “speaks with one voice.”

Public relations alone is the natural integrator in any organization because it alone must weigh and carefully balance a company’s reputation, brand and perception across all audiences in order to move the “perception needle.”

Public relations then, is the conductor to the orchestra of a company’s total communications effort.

Choosing the Right Marketing Firm

In these difficult times in the automotive industry, it is more important than ever to make the right decisions throughout your business. One of the biggest investments for a business can be marketing communications.

So, what is a harried marketing exec to do to sort out these tumultuous market changes and maximize marketing investment? The simple answer is to hire a marketing communications firm! It is not enough, however, just to hire any marketing firm. You need to find the right one for your business – one that understands your business goals and objectives, one that helps you to understand how your customers, suppliers and employees view and interact with you. The following should be the basics any company follows to select a firm that is right for them.

Find a company that understands your business. Ideally, find a firm that will take the time to learn your business from the inside out. Give that firm complete transparency of your marketing communications activities, both historical and future. A good firm will want to interview your executive team, sales team, administrative team, customers and even industry media to uncover your corporate and brand(s) image and awareness and evaluate whether they align with your business goals.

Ask who will be handling your account. Find out if that person, or team, can sit down with you and determine if you have chemistry. In addition, ask if this will be your permanent team. Some firms bring in the big guns for the introductory meeting and then substitute inexperienced lower level workers – even interns – to work your account. You want and deserve industry-experienced experts on your team. They will become your most trusted advisors.

Find out the strengths of your proposed firm. If they specialize in advertising and your need is media relations, then they are not a good fit. Similarly, if the proposed firm specializes in graphics and your need is strategic communications, keep searching. You will know when you have found the right firm when their experience, attitude and business success align with your needs.

Be prepared to get involved. You cannot just bring in a firm and hand over the reigns. A good firm will fully engage with you to identify goals and objectives, develop strategic messaging, define program metrics, identify target audiences and create a master plan. All with your involvement.

Be prepared to stay involved. Again, it is your marketing communications program; your new firm is supporting you, not the other way around. By now, they should have worked with you to produce a roadmap for implementing an aggressive and highly targeted marketing communications program. Working closely, and with the support of your new firm, you should be empowered to implement that plan and drive anticipated results.

Finally, continually asses your marketing communication program status and momentum. A good firm will assess program successes and failures; hits and misses, and identify new opportunities. Analyzing strengths and weaknesses allows you and your firm to make any necessary corrections and work to maintain program momentum.

Many companies think the job is done when the communications program has been launched. Nothing could be farther from the truth. Developing and maintaining a consistent cadence of information to the marketplace is crucial to communication, marketing and branding success. The idea is to keep your message constant and your voice clear.

Finding the right marketing communications firm for your company need not be an arduous task. Like anything else in life – a little homework goes a long way.

Claim the Premium Position

Increased competition and consolidations among component manufacturers in the North American automotive replacement parts market have created an urgent need to maintain a market leadership position among customers.

Now is the perfect time for aftermarket parts manufacturers to lay claim to their respective premium replacement product(s) categories and launch an aftermarket name brand assault. Establishing a brand as top-of-class quality can be as simple as saying it – assuming that the brand does, indeed have premium quality and can back up that claim.

Once a company decides this is the proper direction for a brand, claiming the premium position should be backed up with all company communications to the market including advertising, marketing, public relations, sales force, web site, even business cards. Once a brand has been established as the lead, it becomes difficult for other companies to dispute.

Claim your position today.

Marketing Communications in a Down Economy; Evaluate, Engage & Empower

Down economy? Declining sales? Layoffs on the horizon? Hunker down and wait it out? Never! Any company that intentionally pulls itself from the radar screens of potential and existing customers will find itself on a slippery road to the scrap heap and seriously behind more forward-thinking competitors when things turn around.

Smart companies exploit an economic downturn by identifying and meeting customer needs that their competitors cannot. Needs that often customers don’t even see. The market is changing, the world is changing. Companies can’t just stay on the sidelines and wait for the playing field to level out. Customers need new and innovative products and services. These are things your company has the brainpower to design, develop and bring to market. Unfortunately, this outlook is counter-intuitive in many traditional-thinking firms.

Faced with economic hard times, many companies look to eliminate communications and marketing budgets as a way to reduce costs. However, the actual effect is to reduce revenues, and the medium- and long-term consequences are often worse than the illusory short-term benefits.

In this era of near-instant communication and media saturation, an opportunity lost is not easily won back and the being “quick to market” generates momentum that becomes a hurdle to competitors. Conversely, absence from the marketplace sends the wrong message to customers, suppliers, potential investors, employees and bold competitors. For these reasons, it is vital to maintain a presence, engage the marketplace, and be visible – with the right message – to all stakeholders.

Communicating during a recession is not business as usual. A recession should shake up the creative juices of a company. The phrase – “but we’ve always done it that way,” should be banished from a company’s vocabulary and replaced with “what can we do that is different?” “How can we be of greater value?” A recession creates the opportunity and motivation for a shift in thinking and opportunities for success.

If your marketing and communications activities have been operating in their own little world, now is the time to evaluate, engage and empower – partnering inward focus with outward success. This is the heart of what we call our P2R e³ Process™.

Evaluate – review and audit perceptions and programs. This can be done by interviewing company executives, managers, sales force, admins, customers and suppliers, industry and media, and assessing company marketing materials and brands. This method produces some surprises, but in the end almost always leads to a stronger company with a more thorough understanding of its strengths, market and opportunities for growth.

Engage – with the information garnered from the evaluation stage, create a road map for communications, utilizing all the elements and attributes of your business and marketing plan – both informal and formal. Leave no constituency unattended. Now is the time to be creative. This approach paves the way through the clutter and helps companies reach customers, investors and other key audiences with a clear, unified message.

Empower – give employees a role in creating and strategically executing the new marketing communications plan – one fully aligned with business objectives, and launched through integrated communications activities aimed at employees, customers, suppliers and all other critical stakeholders. Leave no stone unturned. Now is the time to innovate. Build on your strengths, radiate optimism, seize the marketing initiative.

Many companies think the job is done when the communications program has been launched. Nothing could be farther from the truth. Companies need to constantly monitor communications programs, assess progress, re-evaluate and adjust where necessary, re-engage audiences and track success. Get rid of what doesn’t work, refine and hone what does. Reach out to customers, employees and all other stakeholders. Question assumptions, encourage adventure and reward smart thinkers.

This continuous improvement cycle brings a focus on objectives and a freshness to the effort. It maintains a “front-of-mind” presence with your stakeholders through the positive messages you create, making you – not competitors or external forces – the manager of your reputation and the keeper of your brand. Success should be measured against pre-determined metrics established during evaluate and engage activities.

Developing and maintaining a consistent cadence of information to the marketplace is crucial to communication, marketing and branding success. The idea is to keep your message constant and your voice clear.

Wise CEOs refuse to let other priorities cloud a steadfast focus on their marketing, brand communications and public relations. Instead, they work to build and leverage their brand reputation through integrated communications activities directed to all stakeholders.

In a recent American Marketing Association survey, 63 percent of respondents said companies investing in brand building activities during an economic downturn can lessen its effect – and history supports their view. Companies that maintain or even increase marketing spending benefit from the silence of others. In fact, a recent study by the World Advertising Research Center concluded “that brands with sustained advertising expenditure through recessions have a competitive advantage.”

Another study by International Survey Research underscored the importance of employee communications. It found dramatically better financial performance in companies with highly engaged employees compared to those with low employer engagement. While the competition mindlessly cuts costs, fully engaged and empowered firms were better positioned to both increase market share and maximize revenue.

Even McKinsey makes the point. In a 2002 study of best and worst performers, researchers found that one of the most significant differences between winners and losers was with respect to their spending on marketing and advertising during a recession. The best performers actually increased spending in these areas – not just relative to their competitors, but compared to their own spending in better times. Interestingly, a 2005 study conducted by the International Journal of Research in Marketing reached the very same conclusions.

During a recession, many companies grow. After a recession, some companies grow faster than the competition. This is more likely if they have: new products and services that fit customer needs better; engaged, enthusiastic people who creatively collaborate; an absence of assumptions and an aligned and streamlined business that continues to execute its strategic vision. Focused communications across the spectrum of the business environment is the means through which these things are achieved.

While communication is an often-overlooked, misunderstood and underutilized business tool; in reality it is a vital, integrated “force-multiplier” for a business as critical to success as cash management. Indeed – an effective and sustained integrated brand communications effort is a fundamental driver of cash-flow, stability and long-term success.

New Year / New Business / New You!

Learn something new

Does anyone have the time for this? The answer is yes. I’ll bet that you received some new gadget for Christmas. Something like a new HDTV, iPhone or laptop computer. I’ll also bet that you made the time to sit down and learn all the features of that gadget. (Maybe even looked at the instruction manual – hah.) The point is that you were interested in the gadget and made the time. You can also make time to volunteer in your community, visit a local museum or take a class at a local school or on-line. Perhaps a course on automotive marketing, customer service or business accounting?


Delegate

Wouldn’t this be nice? Doing things yourself because “you want them done right” is a supreme time-waster. Take that next step and hand that project off to another person on your staff. (Unless due to layoffs, you are the only person on that staff.) Another person’s point-of-view might be just what that stalled project needs to be successful. It could turn into a win-win-win for you, the other person and your company. Delegation also builds staff confidence.


Rethink your schedule

Just how crazy is your schedule these days? Utilize a simple to-do list with estimated time for tasks. Be realistic about how long something will take to accomplish. Don’t do the easy stuff first, this is a form of procrastination. The easy stuff will be your reward for finishing the hard tasks. You may have to allot time with no interuptions. No phone, no e-mail, no meetings. Remember to focus on results versus number of accomplished tasks. Yes, I know, we have PDAs, computers and other tools to create schedules and to-do lists, but reliance on automatic devices can cause more stress in the end.


Take a fresh look at your projects

You probably have a regular reoccurance of projects – daily, weekly, monthly. Reports, estimates, payments, collections, trade shows, etc. you probably cannot change the format or timing of some of these, but you can think of new ways to make them more exciting. Move staff meetings off-site – even if it is just to a park across the street. Add customer interviews to your company newsletter. Have the local ice cream truck make a special stop at your place of business on alternating Fridays to stimulate creativity. The point here is to alter your routine. It’s the small things that may surprise you.


Set goals

Are there goals attached to your New Year’s resolutions? What is the point of your resolutions? Experts say that the chances of following through on resolutions are greater when you attach goals to them. If you’ve chosen to lose weight, is it because your pants don’t fit or because you want to be healthier? What do you really want? Perhaps you are looking for more stimulation from your work or would like a promotion. Maybe you want to organize your day better so that you can attend your child’s baseball or hockey game, instead of the last couple of minutes – or not at all. Give some serious thought on how to make your goals happen.


Reward yourself

It’s OK to reward yourself. The days of the Puritans running things are over. After you finish that month-long project (on time) reward yourself by having a nice lunch out. Don’t forget to reward your team also. Hand out gift certificates for local restaurants or coffee shops. Again, the little stuff might surprise you. Don’t go overboard however. New golf clubs might be too much of a reward to justify as are new Porsches. It bears repeating . . . it’s OK to reward yourself.


Push your limits

Every self-help guru has this one in their back pocket. But it is so obvious that it cannot be ignored! How will you grow as a person, spouse, parent, employee, employer if you don’t push yourself to new greatness? Go rock climbing – not likely. But take a twenty minute walk five days a week? Sure. Cold-call and secure ten new customers this week – not likely. Call ten existing customers and thank them for their business last year? Bingo. Studies have shown that you can achieve more sales through existing customers than you can through cold calling for new business. And that is hardly what I would call pushing your limit. So go ahead, call those ten customers, feel good about yourself, reward yourself – then go rock climbing.