http://s69481.gridserver.com/index.php en admin@cooperkatz.com Copyright 2010 2010-03-01T16:16:51+00:00 http://www.cooperkatz.com/index.php/comments/the_right_way_to_reject/ http://www.cooperkatz.com/index.php/comments/the_right_way_to_reject/#When:March 01, 2010, 4:16pm posted by admin Is it weird to say that I had a great rejection call today? Well I did. Allow me to explain… When it comes to new business, no batting average is perfect. You can have a stellar team, amazing ideas and great chemistry with a prospective client and still come out in second place. And in other cases…well, sometimes you just strike out big-time.  Win-some, lose-some. This is a rule of business (and life), and certainly not unique to PR agencies. But what really interests me is the rejection itself – what form it takes and (at the risk of being unintentionally funny) how it’s “executed.” I’m not the first to observe that eight or nine times out of 10, PR agencies on the losing side of a pitch hear very little from the prospective client. We all know that the debrief, the post-mortem, the lessons-learned, etc., are a critical part of the pitching process. But the feedback loop – often so active and lively during the pitch process itself – typically gets severed the moment you hear the “no” (or even well before, as the silence grows deafening…). What did we do well? Where did we connect? Did you feel we understood your needs, your business, your competitors, the challenges framed in your RFP? How did you like our people? Where did we blow it? Where we “off” by a lot or a little? Would you be open to staying in touch? Were you impressed enough to refer us to others with relevant needs? Or do we really need to do some soul-searching on where we went awry? These (and many more) are the vital questions we’d love to ask. And that’s why I so appreciated the “rejection” received earlier today.  The prospect in question arranged a conference call with all the key parties. Both clients with whom we met immediately let us know the news, then shared specifics on why the decision was made. They outlined what aspects of our presentation and overall offering were compelling. And they shared where they felt the fit with their needs was off. They included insights on the factors that stood out for the winning agency. And yes…they let us know which agency it was.  In this particular case, we gave the business a very good run for the money and got a lot of positive feedback regarding our team and approach. So the sting of disappointment was somewhat tempered. Yet even if the feedback had been more critical, the very fact of connecting, asking questions and coming to a point of clear conclusion would have meant so much.  You pour your heart and soul into every pitch. You focus tremendous energy on everything about a given organization or challenge in question. And then suddenly…it’s over.   Closure is key. So win or lose, give us the real feedback!  We can take it. And what’s more, we really want it!   The Industry, Anne Green 2010-03-01T16:16:51+00:00 http://www.cooperkatz.com/index.php/comments/salingers_lessons_for_pr/ http://www.cooperkatz.com/index.php/comments/salingers_lessons_for_pr/#When:February 25, 2010, 12:51pm posted by admin I was speaking with a friend recently regarding the passing of author J.D. Salinger.  His initial comment – “How would anyone ever know?” – was both facetious and understandable.  Notorious for guarding his privacy, Salinger is the opposite of many clients for whom we work – organizations eager to share their expertise and build their presence in their respective industries and among key constituencies. While Salinger’s particular approach to his work and career was extreme for even the most publicity-shy among us, there is a lesson here for the communications field. There is a time to be visible and proactive, and there is a time to step back from the limelight. There are times to talk, and there are times to listen and observe.   The dark lore of media relations includes many a tale of publicity folk trying to keep clients out of a story or throw an investigative reporter off the scent. Naysayers aside, this kind of obfuscation has never been the true business of public relations – and is certainly out of style and out of place in today’s context of more radical transparency. But knowing when to ‘sit out’ a story, versus when to jump in, is as relevant today as at any time in the history of our industry.   Today’s business landscape is highly-competitive, just as the media environment is highly-fragmented. There is an ever-growing chorus of voices eager to be heard. And the ‘noise to value’ ratio is too often skewed in the wrong direction.    As counselors to our clients, PR professionals must be constantly on the lookout for times when we’re throwing just one more hat into a ring that’s already piled high – versus when we are truly positioning what our clients do, how they think and who they are in ways that add insights or relevance or ‘news’ to the mix. We need to maintain a steady focus on how a given offering is truly different from Company X down the street, because sometimes our ‘messages’ may not be as unique as we think – at least not to the average consumer.  On those occasions, it’s time to take step back.  We have got to be able to hear our own tune among and above the cacophony.   One of the places this is most evident is social media. Everyone has a Facebook page now and you'd be hard-pressed to find a major brand that isn't tweeting. And while social media may make sense for many companies, it’s our job to evaluate the strategy behind each and every effort – and not just jump into the mix because we can. The ‘how’ must be always tied to the ‘why.’   No one wants to sit on the sidelines – no one, perhaps, except for the late Mr. Salinger. But our job is to help our clients write and shape their stories. And with that comes a responsibility to really work at knowing what those stories are, who should see them and when the time is right for them to be told. Client Service, The Industry, Melissa Connerton 2010-02-25T12:51:35+00:00 http://www.cooperkatz.com/index.php/comments/keeping_higher_education_affordable/ http://www.cooperkatz.com/index.php/comments/keeping_higher_education_affordable/#When:February 23, 2010, 10:00am posted by admin The high price of higher education is something with which many families are struggling – and many institutions are working to balance.  President Russell K. Osgood of CooperKatz client Grinnell College in Iowa shares his perspective on keeping the college experience sustainable in this exclusive article for Forbes.com, secured by CooperKatz. As families struggle with the rising costs of college, President Osgood reflects on changes that administrators may wish to consider to control costs.  Some of these include rethinking the academic calendar, taking a fresh look at staffing, re-evaluating financial aid and keeping specialized programs and state-of-the-art facilities in check. Osgood argues that as tuition, room and board approaches – and even exceeds  – $50,000 at some schools, it is critical to take a close look at the overall liberal arts experience so that it remains accessible for students of all backgrounds. Client News, Grinnell, Melissa Connerton 2010-02-23T10:00:15+00:00 http://www.cooperkatz.com/index.php/comments/building_a_resource_on_small_business/ http://www.cooperkatz.com/index.php/comments/building_a_resource_on_small_business/#When:February 04, 2010, 4:23pm posted by admin A key goal of the thought leadership program CooperKatz is executing for Guardian Life Insurance Company of America is to position the company as an insightful ‘go-to resource’ on small business owners in America.  The campaign is not only gaining traction with media, it’s also getting recognized in academic circles!  Today The Alfred P. Sloan Work and Family Research Network at Boston College listed as ‘suggested reading’ the program’s initial monograph: “The Guardian Life Index: What Matters Most to America's Small Business Owners.” You can read the full monograph here, on the Web site of The Guardian Life Small Business Research Institute. Client News, Guardian, Andy Cooper 2010-02-04T16:23:58+00:00 http://www.cooperkatz.com/index.php/comments/cooperkatz_is_hiring/ http://www.cooperkatz.com/index.php/comments/cooperkatz_is_hiring/#When:January 28, 2010, 12:10pm posted by admin CooperKatz is hiring. We’re looking for smart, talented, dedicated individuals to join the team. Here’s our most recent job ad with some of the details: Award-winning independent New York P.R. agency, CooperKatz & Company, seeks high-energy individuals with 1 - 3 or 3 - 5 years of agency experience in public relations for Account Executive or Senior Account Executive position. You will work on a range of engaging business-to-business and consumer accounts. We’re looking for strong writers with proven media and client relations skills.  Demonstrated understanding of digital / social media also essential. We offer competitive compensation, a great culture and work environment, and tremendous opportunity for growth.  Join a one-of-a-kind team! (The Holmes Report: “2007 Agency of the Year – Under $5 Mill.” and ranked one of “Best Agencies to Work For”) Don’t be shy! Just email a cover letter and resume to: recruiting@cooperkatz.com. Agency News & Updates, Dorothy Sonnenburg 2010-01-28T12:10:53+00:00 http://www.cooperkatz.com/index.php/comments/signs_ahead_for_2010/ http://www.cooperkatz.com/index.php/comments/signs_ahead_for_2010/#When:January 04, 2010, 2:05pm posted by admin Yes it’s the start of a new work week, but also the first Monday of the new year and the new decade! Goodbye "Uh-Ohs" and hello "Aught Ten"! Time to move on from debates on whether 2000-2009 was the ‘worst decade…ever’ (as well as arguments over whether the new decade starts now, or in 2011). We’re onward and upward here at CooperKatz – looking forward to what awaits us, our client partners and the PR industry as a whole in the year to come. So while we hope for the best and know there are never any guarantees, here’s our initial take on the road ahead and a few of the signs we’re seeing.  Buckle up and let’s roll!   Merge Ahead – The warp speed of news traveling across the Web, along with the considerable challenge of managing reputations through a growing array of media (‘new’ and ‘old’), calls for even stronger, closer partnerships between agencies and their clients. If PR doesn’t have a seat at your boardroom table, it’s time to quickly rethink your strategy and make that change. And we’ll certainly continue to see an increased integration of marketing and other disciplines – merging and blurring the traditional understanding of PR with advertising, interactive, customer service and more.   Green Light Means GO! A slate of major issues is already teed up for the new year – which means now is the time for sound PR strategies and relevant, meaningful messages related to such topics as healthcare reform, economic growth, sustainability and increasingly tricky questions around areas like personal privacy. There is also the upcoming Census, which won’t reveal its full results until 2011 – but nonetheless will be a real conversation starter in 2010 in terms of how brands will soon be ‘talking’ to consumers (as well as the very nature of the ‘mass’ consumer audience in the U.S.).    Proceed with Caution – Tiger Woods just hit the reset button for athlete and celebrity endorsements. Companies and their partners who go this route in 2010 will proceed with greater caution, as they continue to feel out how consumers’ perception of ‘personalities’ has been (or is still being) redefined. And the Accenture-Tiger Woods brand of ‘mega-deal’ – where one company links its image so fully and deeply with a single star – is likely to be a thing of the past.   Two-Way Traffic Ahead – For some time now, we’ve watched the decline of print and the rise of digital. 2010 may well be the year where digital truly has the edge, thanks in large part to the growth of content read over smart phones. The two-way street between traditional reporters and those leveraging ‘social’ channels (including citizen journalists) is now fully paved. Great (and timely and relevant) content ultimately wins the day regardless of where and how someone consumes it.   Heading in New Directions – The fragmenting but vibrant media landscape is calling for rapid and dramatic changes in the way PR pros break through the ‘noise’ of information overload.   So creativity, innovation and a willingness to experiment will be critical in 2010 – as well a comfort in taking detours and roads less traveled. Along with our client partners, we’ll have to be more open-minded and less risk averse than ever before. The Media Landscape, The Industry, Anne Green, Camille Priselac, Melissa Connerton, Meredith Topalanchik, Rachael Adler, Roberto Lebron 2010-01-04T14:05:07+00:00 http://www.cooperkatz.com/index.php/comments/are_you_a_pr_people_person/ http://www.cooperkatz.com/index.php/comments/are_you_a_pr_people_person/#When:January 04, 2010, 9:26am posted by admin I usually cringe when I hear PR people say, “I got into PR because I'm a ‘people person.’" A “people person”…really?  It seems like a given that anyone in the communications field would like working with people. But recently I participated in two public relations / communications events that again reminded me of the ‘P’ in PR, and what personal relationships mean to our profession.  This fall, Dan Greenfield brought PR Camp to NYC. This interactive day-long event was a great experience, one which could generate numerous posts on topics ranging from who ‘owns’ social media engagement in the corporate world, to what older generations can learn from (and teach to) Gen Y PR professionals. However, what I really took away from this event was a reminder of the positives of networking and great interactions with the people I met.   Being in the PR industry, we participate in many events where networking is a must. But the environment is not always as conducive as one would hope. That wasn’t the case on this occasion. Immediately upon arriving at PR camp I met several professionals with whom I ended up exchanging cards and great conversation. And this happened again and again throughout the day.  Adding to these direct interactions was another form of networking - through Twitter.  What a surprising (but increasingly common) experience it is to have someone sitting behind you tweet out a comment that you just made. You have an immediate connection with that person, all through a simple shout-out, ‘RT’ or an @reply. In just one short day I was able to connect, and later correspond, with potential a number of potential new business partners and vendors.   The second event I participated in recently was a panel discussion about PR for a group of students at Marymount College in Manhattan.  As a panelist, I was delighted that all of the students in attendance were interested in some form of communications as a career.  I was inspired by both the students’ enthusiastic questions and the insights and experiences of my fellow panelists. It's exciting to find real synergies with colleagues in very different, yet similar, fields. And I love sharing my experiences with students. I shared the ‘good, bad and ugly’ of what it means to be in this field, remembering that when I was in college I always got a lot out of hearing from real PR professionals.  Looking back, that kind of direct and personal interaction has always been one of the core things I love about PR.   With 10 years under my belt in public relations, these kinds of events re-energize me about my job.  It’s all too easy to get caught up in the day to day of our roles – so much so we forget to get out there and ‘relate’ with all kinds of different ‘publics’!  So maybe the next time I hear someone say they’re a ‘people person,’ I won’t cringe – because I may just be one myself. The Media Landscape, The Industry, Meredith Topalanchik 2010-01-04T09:26:32+00:00 http://www.cooperkatz.com/index.php/comments/foster_a_lonely_pet_for_the_holidays/ http://www.cooperkatz.com/index.php/comments/foster_a_lonely_pet_for_the_holidays/#When:December 23, 2009, 12:12pm posted by admin Everyone deserves a home, even if it’s just for the holidays. Inspired by the book and Hallmark Hall of Fame movie “A Dog Named Christmas,” Petfinder.com launched the first-ever “Foster A Lonely Pet for the Holidays” program, giving families the chance to welcome an adoptable pet into their home for the holiday season (ideally from Christmas Eve until New Year’s Day). Beginning as a bestseller novel by Greg Kincaid, “A Dog Named Christmas” tells the story of a developmentally challenged, kind-hearted young man who sets out to convince his family — and their whole rural community — to participate in a local animal shelter's inaugural “Adopt a Dog for Christmas Program.” While it’s every shelter’s dream to find all their adoptable pets forever homes, foster parents are very much needed to care for homeless animals temporarily, often to alleviate overcrowding.   When Hallmark Hall of Fame decided to make a movie about the heartwarming story, Petfinder.com joined in to bring the tale to life. As the largest online database of adoptable pets, Petfinder.com reached out to its massive network of shelters and rescue groups signing on 2,100 adoption organizations to participate. The movie aired on November 29 with a message about the program, directing interested families to http://www.petfinder.com/foster-a-lonely-pet  to find a group near them.   Prior to the launch, CK began working seamlessly with Petfinder.com, CBS, Hallmark Hall of Fame, and Kincaid on media outreach. Together, the team has secured more than 110 placements, including top-tier hits with the Associated Press, USA Today and the CBS Early Show.   Betsy Saul, the co-founder of Petfinder.com, discussed why this program is wonderful for so many reasons.  "Not only are we providing homeless animals with the chance to spend time with a loving family for the holidays, but we will also be giving shelter volunteers and staff a well-deserved break," she said.  "Furthermore, fostering a homeless animal is a great way for families to determine if they are ready to be pet parents."   There are currently more than 300,000 animals listed for adoption on Petfinder.com. Media Outreach, Just for Fun, Client News, Petfinder, Katy Layton 2009-12-23T12:12:32+00:00 http://www.cooperkatz.com/index.php/comments/a_very_snuggie_holiday/ http://www.cooperkatz.com/index.php/comments/a_very_snuggie_holiday/#When:December 21, 2009, 9:09am posted by admin This holiday season, the team at CooperKatz envisioned a very different kind of corporate dress code.  Consider it a celebration of the 'warmth' of the           season. Enjoy!   Agency News & Updates, Just for Fun, Anne Green 2009-12-21T09:09:31+00:00 http://www.cooperkatz.com/index.php/comments/ralph_on_critical_issues_forum_takeaways/ http://www.cooperkatz.com/index.php/comments/ralph_on_critical_issues_forum_takeaways/#When:November 30, 2009, 11:30am posted by admin This year, the Council of Public Relations Firms’ annual Critical Issues Forum was themed "Aftershock: Rebuilding Trust and Confidence in 2010.” Directly after the conclusion of the Forum, Ralph Katz and two other members of the Agency Management Committee (which is responsible for the Forum’s direction and content) were interviewed about their key takeaways from the event. See what Ralph, Gary Stockman, CEO of Porter Novelli, and Rob Flaherty, President of Ketchum, had to say in the video interview above and below.  Client Service, The Industry, Anne Green, Ralph Katz 2009-11-30T11:30:15+00:00