PR Buzz
Summer 2006

• Word of Mouth Advertising Increasing
• Video Ads, Releases in Demand
• Employees Play Role in Branding
• Agency Visits China with International Client
• Human Interest Story Writer Joins Agency
• Headquarters Moves to Fredericksburg
• Web Notes: Blogging, Web Audits, and Web Tip
• Mark Your Calendar
• Quote of the Day

PR BUZZ is a newsletter from Susan Carol Associates, and designed for a quick, enriching, read—offering fresh ideas and useful guidance for creative collaboration.  As always, we invite your comments and suggestions for future editions.

Word of Mouth Advertising Increasing

More and more companies are experimenting with word-of-mouth marketing in which volunteers get paid to sing a product’s praises to their friends and neighbors, according to an article in the Atlantic Monthly in May. It cites a Northeastern University study that says this advertising method is more effective when the person spreading the word admits up front to being part of an advertising campaign.

Video Ads, Releases in Demand

The Wall Street Journal (Aug. 2) reported that demand is strong for video ads—typically 15- to 30-second spots that run before or during an online video. It reported prices are on a par with television ad pricing, $25 to $30 per 1,000 viewers. Susan Carol Associates expects an increase in video podcasts and news releases in corporate communication and is offering broadcast releases, starting at $1,500 for a single location shoot, edit and production.

Employees Play Role in Branding

Susan Carol, APR, has been examining and researching the power of internal communications services to tap employees and associates in branding efforts.  SCA has published a series of articles for the regional Chamber of Commerce newsletter with Barbara Fiori, a seasoned human resources consultant.  Click here to review these short stories.  Both Barb and Susan will be presenting to the local chapter of the Society for Human Resources Management this month and next.

Agency Visits China with International Client

Susan Carol recently visited Beijing, China, with international client The Alta Group.  They met Chinese media representatives interested in Western perspectives on financing and manufacturing. Alta is the leading consulting and training firm in the global equipment financing industry. They met with correspondents representing The Wall Street Journal, CFO, Beijing Review and China Business Daily.

Human Interest Story Writer Joins Agency

Susan Tremblay, a former 25-year local newspaper writer specializing in human interest stories, has joined Susan Carol Associates to write feature stories for Web, print and broadcast formats.During her tenure with The Free Lance-Star (newspaper) in Fredericksburg, Va., since 1982, she covered a variety of topics such as healthcare, business and education.Prior to moving to Virginia, Susan worked for a newspaper in Knoxville, Tenn.  Because of her current newspaper background she knows how to pitch a strong feature story angle to reporters, and she understands their needs and the importance of their deadlines.Susan also knows the requirements of broadcast reporting. She earned a BS degree in broadcast journalism from the University of Tennessee at Knoxville.

Headquarters Moves to Fredericksburg

Susan Carol Associates moved the agency headquarters in May to Fredericksburg, Va.—still close to news media and trade association contacts in Washington, D.C., but now closer to local and regional clients with headquarters in this expanding area of the state. The Web address is still www.scapr.com. Susan Carol can be reached at sca@scapr.com.

Web Notes

Blogging

The blog proliferation in the past two years has even lead to blog-related job listings. Businesses are realizing these online journals can increase their thought leadership status.  One on Monster.com seeks a blog editor "to manage and moderate blogs for clients and to write for the company blog on PR and new media topics."  Charlene Polanosky, an SCA associate who specializes in Web marketing, has launched a blog called Essential Keystrokes to share her experience and findings in Web marketing and design strategies including tips, resources, product reviews and general information relating to web design, web marketing, the latest trends.

Discounted Web Audits Available

We’ll look under the hood of your web site this summer and offer especially low rates.  Susan Carol Associates is offering a basic web audit for $400 to include evaluation of meta tags, navigation, general look and feel and search engine optimization.  We will check links and search engine saturations and provide a report. We will also report any major editorial issues. Contact Susan Carol today at +1 540-361-1274.

Web Tip

Go to Gethuman.com for a database of secret codes to reach real people at big companies.

Mark Your Calendar

Susan Carol plans to provide a keynote luncheon address at the Society for Human Resource Management meeting, Sept. 14, in Fredericksburg, Virginia.

Susan Carol joins a panel on enhancing and protecting corporate reputation with moderator President Justin Cooper of CHP Consulting, based in London, at the October Equipment Leasing Association convention in Palm Desert, Calif. 

Quote of the Day

"Integrity requires an organization to communicate the same message  to the general public that it does to its own employees."

Editor’s note: In our next issue of PR Buzz—Look for stories on international design, RSS Feeds and events where you will find Susan Carol Associates.

Please visit www.scapr.com.For samples or demonstrations of our work, please contact Susan Carol  at sca@scapr.com, or visit our web site at www.scapr.com.

PR BUZZ is an e-zine published quarterly  by Susan Carol Associates Public Relations, a Fredericksburg, Virginia-based  private corporation (www.scapr.com).