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Over at mediabistro.com today, there’s a link to an excellent Fast Company column that will be of interest to anyone who has bent over backward to organize a splashy event, only to see it get zero press.
The column, called “Stinking It Up: Lessons From a PR Failure,” is by Nancy Lublin, who is the CEO of Do Something. She describes, rather humorously, her frustration in the wake of a recent party hosted by her organization at Harlem’s Apollo Theater. There were celebrities on the red carpet. Hot performances. Massive attendance (the event drew 1,600 people). But, as Nancy writes, it was a bust from a PR point of view. “We generated almost no buzz. For the time, energy, and money that go into an event, it ought to reach well beyond the room.”
She and her staff did a postmortem on the event, and then she rang some PR pros for their advice. In her column, Nancy passes along their tips. Here’s one of them:
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Get help. Especially for youth-focused orgs like mine, the Web is crucial. Next time, I’ll give free flights and hotel to Fred Figglehorn, the 16-year-old You-Tube star with more than 55 million views and 276,000 MySpace friends. And Lisa Witter, COO of Fenton Communications, told me to think beyond “official” bloggers: “You’ve got a zillion Facebook friends and Twitter followers. Don’t forget to recruit them. You never know who has what friend.” Had our 18 staffers and 12 interns utilized their Facebook networks, we would have reached 12,781 people.
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There’s a lot of pretty vague advice out there with regards to marketing and technology—it’s good to Twitter, get a Facebook page for your company, etc.—but it’s not often you find concrete info you can act on. Not only does Nancy get specific, but she’s probably one of the only columnists you’ll read in a business magazine who has ever referenced “poop” in the first paragraph. (I’m not gonna post the excerpt. Just go read her story.)
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Over at mediabistro.com today, there’s a link to an excellent Fast Company column that will be of interest to anyone who has bent over backward to organize a splashy event, only to see it get zero press.
The column, called “Stinking It Up: Lessons From a PR Failure,” is by Nancy Lublin, who is the CEO of Do Something. She describes, rather humorously, her frustration in the wake of a recent party hosted by her organization at Harlem’s Apollo Theater. There were celebrities on the red carpet. Hot performances. Massive attendance (the event drew 1,600 people). But, as Nancy writes, it was a bust from a PR point of view. “We generated almost no buzz. For the time, energy, and money that go into an event, it ought to reach well beyond the room.”
She and her staff did a postmortem on the event, and then she rang some PR pros for their advice. In her column, Nancy passes along their tips. Here’s one of them:
…
…
There’s a lot of pretty vague advice out there with regards to marketing and technology—it’s good to Twitter, get a Facebook page for your company, etc.—but it’s not often you find concrete info you can act on. Not only does Nancy get specific, but she’s probably one of the only columnists you’ll read in a business magazine who has ever referenced “poop” in the first paragraph. (I’m not gonna post the excerpt. Just go read her story.)
…
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