This morning, we'd like to congratulate our client DirectPointe on their #1 ranking on the first-ever MSPMentor 100 list, a ranking of the world's most progressive Managed Service Providers (MSPs). More than 500 MSPs had entered this ranking. Based on a number of metrics comparing fiscal 2007 to fiscal 2006, DirectPointe clearly wins.

Where does social media play into this equation? The MSPMentor 100 project is the outgrowth of a new brainchild by leading IT and channel editor Joe Panettieri. Joe has been a renown editor for 16 years for publications including Informationweek, CMP and Ziff Davis Media. However, the MSPMentor multimedia platform and its accompanying publications and programs are new.

You won't find his editorial calendar on Bacons (Yes, we subscribe. As everyone should!)

We found out about Joe's new project through a posting he made on LinkedIn in early January. SCPR became DirectPointe's PR agency of record on January 15; Joe's deadline for submission was December 28. I know Joe well enough from his prior engagements that I jumped in and begged him for a slight extension. He agreed – and based on DirectPointe's breakout performance in 2007, today we are able to announce the company's win.

What if the world's top MSP had missed this opportunity entirely? Clearly, social networking is a force today's PR professionals can no longer afford to ignore.

Cheryl Snapp Conner

Managing Partner

Once you've begun a public relations initiative, it is important to maintain a steady flow of news. Communicatively speaking, nothing could be more detrimental to your business than to go quiet.

Regardless of extreme optimisms, human nature tends to gravitate toward the negative; and when your company stops making noise, the media began to wonder what is going on behind the closed doors. Or worse… they forget about you.

This is why it is imperative to continue sending out regular press releases, and conducting outreach. If you feel that there is little or no news to share, take a look back at where you've been and what has been completed. Is there something you could share about the growth your company has experienced? Is there an anniversary coming up? How do you compare with where you were last year this time?

Be creative about the news you share. You may not get the intended coverage as with the launch of a new product; however, simply continuing the conversation helps the media know they are working with a company that is more than just a “flash in the pan."

Don Osmond

Senior Associate

Today's blog entry comes from Paul Gillin's Social Media Report. In his report, he mentions that it is one of the most common questions, and one of the most difficult to answer.

Here’s a little quiz (provided by Paul) you can take to determine if blogging is right for you. Answer appropriately and then total up your score.

Do you want to do it? A blog isn’t a short-term project. Once you start, you need to consistently update your site, at least once per week. The novelty will quickly wear off, so ask yourself whether you have the stamina and a wellspring of ideas to keep you going beyond the first few months.
Yes: 5 points; No: 0 points

Do you have a topic in mind? Ideally, your topic should be expressible in less than a dozen words displayed under your blog title. This isn’t always easy. Some markets (marketing, entertainment and sports, for example) have hundreds or thousands of bloggers. In an environment like that, you need to focus your topic very precisely. Other markets (architecture and construction, for example) are nearly wide open. Pick a theme for your blog and be sure it doesn’t duplicate what’s already being said. The more distinctive your topic, the faster you’ll achieve success.
Yes: 3 points; No: 0 points

Are you passionate about the topic? Good blogs have personality and personality is a product of enthusiasm. That doesn’t mean you need to be a cheerleader; in fact, some very successful blogs are negative in tone. It does mean that your topic should be something that you can talk about for hours, because that’s basically what you'll be doing with your blog.
Yes: 3 points; No: 1 point

Are you knowledgeable about the topic? A public forum isn’t the place to go to school, particularly if you represent a business. It’s important to engage in dialogue and learn something from your readers, but you should also have a point of view backed by expertise and experience that makes you credible.
Yes: 2 points; No: 0 points

Do you communicate well? Some people don’t, and a blog is probably not the right promotional vehicle for them. You don’t necessarily have to be a good writer; many successful bloggers use video and sound to great effect. But you do need to be able to express your thoughts coherently in some form.
Yes: 2 points; No: 1 point

Do you have a thick skin? If you're opinionated enough to sustain a blog, you need to accept the fact that others may differ with you. Assuming you accept comments (and I strongly recommended that you do), be prepared for some pointed response to what you say.
Yes: 2 points; No: 1 point

Scoring:
12 or more points: What are you waiting for?
8 to 12 points: You're on track, but you need more focus or enthusiasm
5 to 8 points: Think hard about whether this is the right vehicle for you
Less than 5 points: Don't bother

Public relations play a vital role in a company's success. It is not a function handled exclusively by the internal PR department or the agency of record. Every company should implement a PR policy and regularly review the policy with employees to ensure that it is understood and followed.

The following are tips each employee should follow to assist with PR:

• Know and understand the company PR policy. If you aren't told about a policy when hired ask if one exists and if you can get a copy of it.

• Make sure you know who you're talking to at all times. If somebody calls asking questions don't be afraid to ask whose calling and what the purpose of the call is.

• Know who is in earshot. Be careful what you say in the company lobby, bathroom or when traveling while at an airport, hotel, restaurant, or trade show. If somebody overhears a confidential conversation, particularly the media it is now public information.

• If a reporter calls and wants information transfer him to the appropriate PR contact. Find out what his deadline is and what specifically it is they need. Once you have this information turn them over to the PR contact.

• Never give out cell phone or personal phone numbers to a reporter. Always take their information and pass it along to the proper PR contact for follow-up.

Jeremy Kartchner

Senior Accounts Director

Broadcast media (TV, radio, streaming online) can be a very effective outlet for creating awareness for your business, generating public support, building investor relations and simply getting customers. But while just sending a press release to an assignment editor or producer will sometimes land you a spot, there are several ways of increasing your success when pitching to a broadcast outlet.

Know the show

Knowing a little out a particular show or segment will go a long way when making a pitch. If you already know who the show is targeting, what their goals are and what the general viewer/listener is looking for, you can include that in your pitch.

Why they care

One of the most common phrases you'll hear in story idea meetings is, “Why do I care?" Simply announcing something in a press release usually won't be enough to get them interested. Take a minute to tailor a message to their particular programming. If it's a news show, tell them how it will benefit their viewers/listeners.

Cut the fluff

Assignment editors and producers are extremely busy. They don't have time to sift through all of the information in every press release they receive (usually hundreds per day). Get to the point as soon as you can and leave out information that isn't particularly important. Make sure to include contact information, times, dates and addresses.

While there are many ways to generate interest from broadcast outlets simply taking a few extra minutes to find out who you are dealing with will go along way.

Matt Stubbs

PR Associate