The Bosworth Group Advertising Marketing Public Relations

Are press releases slowing dying?

August 19, 2010 - 5:15pm posted by Jolie Connor

Not entirely, but the press release we know in its traditional sense doesn't throw the same punch that it did decades ago.

Why? The internet has played a large role in how PR professionals work on the day to day. Specifically, social media has given online releases legs by allowing readers to post feedback and commentary, something that the traditional release cannot offer. Because of this and the time efficiency of submitting releases online, a shift has taken place towards the "social media release." PitchEngine, PressLift, PRX Builder, and MindTouch are services that allow for PR professionals to send embedded multimedia with their releases. Distribution is permitted through various channels, including social media and e-mail.

One PR professional stated, "When I first began my career in PR more than decade ago, we would e-mail or fax the full press release text to the press. What we see now are new methods of distributing the info, driven by social media. Rather than e-mailing a press release, PR people are sending journalists to custom landing pages created just for that specific announcement, contacting them via Twitter with a BUDurl link to the release, or even directing them to a YouTube video with a message from the CEO making the announcement."

What will happen to the tried and true press release? According to the website Mashable, chances are press releases will get shorter and link to more sources. If trends continue as they have in the past decade, future releases may be sent via text, video, microblog or podcast forms.

Times Are Changing…Faster and Faster

August 11, 2010 - 10:30am posted by Jolie Connor

It’s tricky sorting out societal evolutions and revolutions from short-lived fads. Here’s why the pundits are saying some of our long-loved staples and institutions are on their way out.

Times, they are changin'

1.  The Post Office.  Get ready for America without Post Offices--already so deep in the red that there is probably no way to sustain them.  Email, Fed Ex, and UPS have just about wiped out the minimum revenue needed to keep the postal service alive.
 
2.  The Check.  Britain is already laying the groundwork to do away with checks by 2018.  It costs our financial system billions of dollars a year to process them.  Plastic cards and online transactions will
lead to the eventual demise of the check.  This plays right into the death of the Post Office.  If you never paid or received your bills by mail, the post office would go out of business quickly. 
 
3.  The Newspaper.  The younger generation simply doesn't read newspapers,  much less subscribe to them.  As for reading the paper online, get ready to pay for it.  The rise in mobile Internet devices and e-readers has caused newspaper and magazine publishers to form an alliance.  They have met with Apple, Amazon and the major cell phone companies to develop a model for paid subscription services. 
 
4.  The Book.  You say you will never give up the book that you hold in your hand? I said the same thing about CDs until I started downloading music from iTunes. The same thing is happening to books. You can browse a bookstore online and even read a preview chapter before you buy.  And the price is less than half that of a real book. Think of the convenience!  Once you start flicking your fingers on the screen instead of the book, you find that you are lost in the story, can't wait to see what happens next, and you forget that you're holding a gadget instead of a book. 
 
5.  The Land Line Telephone.  Unless you have a large family and make a lot of local calls, you don't need it anymore.  Most people keep it simply because they've always had it.  But you are paying double for that extra service.  All the cell phone companies will let you call customers using the same cell provider for no charge against your minutes. 

6.  Music.   Sadly, the music industry, too, is dying a slow death.  Not just because of illegal downloading.  It's the lack of innovative new music being given a chance to get to the people who would like to hear it.  Greed and corruption are the problems.  The record labels and radio conglomerates are self-destructing.  Over 40% of music purchased today is "catalog items," meaning traditional music familiar to the public.  This is also true on the live concert circuit.  To explore this disturbing topic further, check out the book, "Appetite for Self-Destruction" by Steve Knopper, and the video documentary, "Before the Music Dies."

Can social marketing hurt your business?

July 22, 2010 - 4:04pm posted by Jolie Connor

Are you a prostitweet?Everyone's doing it.  We're tweeting, facebooking and hitting up foursquare. We're all linked in, "digging" and blogging.  And if it's connected with social media, there's usually a phone app that allows users to tell friends about a traffic jam or bad date the second it's happening.  If you've turned into a "prostitweet" and share too much information on your social media sites, it might be time to stop. Those status updates may be ruining your rep and putting a bad taste in consumer's mouths. According to Google, one bad tweet can cost you 30 customers, depending on the business.  Here are some examples of social media slip-ups & no-no's.

  • Business owner: "I found out the reason we celebrate JULY FOURTH, it's because that is the day Columbus sailed the ocean and was never found. so we BLOW UP fireworks so he can find his way home."
  • PR Company: "Good Morning Twitterville! It's a good day, because I'm going to spend it checking off a lot of little to-dos like giving my dog a bath and throwing away pants I can't fit into anymore! Yup, I'm fat."
  • Physician: "Counting tweets to go back to sleep, it's the 2010 version of counting sheep."
  • Business Owner: "Finally went to the doctor today and found a solution for all of my digestive problems!! YES!!!"
  • Restaurant Owner: "Ahhhh. needles in the head tomorrow! I need that!"
  • Physician: "Let's start a Facebook Jumpathon right now. Who's in? Who wants to jump in the air 5 times? Its fun, I'll start. Lets have some fun today, even if its just jumping up and down HEHE."
  • News station: "Too bad the Xanax REALLY wants me to close my eyes."
  • Employee: "I'm going to attempt to do absolutely nothing today. We'll see how it goes."
  • Job Applicant: "I make mistakes, speak without thinking, act without knowing, drink so much I can barely walk. I'm a fantastic lover though, & good friend."
  • Pet Store Owner: "Great doggy styles, check out our Facebook page"

THE BOSWORTH GROUP WINS NATIONAL HONORS FOR HEALTHCARE MARKETING

June 1, 2010 - 9:25am posted by TBG
Charleston, SC—The Bosworth Group, Charleston-based marketing, advertising and public relations consultants, have won “Best of Show” and four other national honors for the “Better Care in Every Sense” marketing program created for its client, Charleston Ear, Nose and Throat Associates, the Tri-County’s largest independent ENT practice. 
Healthcare Marketing Report recently announced winners of the publication’s 27th Annual Healthcare Advertising Awards, for which judges reviewed more than 4,000 entries. Charleston ENT was selected for top honors in five categories of medical advertising:
 
  • “Best of Show”—Television Advertising 
  •  Gold Award – Television Comm’l Series
  •  Gold Award – Radio Comm’l Series
  •  Bronze Award –Outdoor Advertising
  •  Bronze Award –Marketing Campaign including Television
This recognition by the nation’s leading healthcare marketing publication follows two prestigious Telly awards won earlier this year by Bosworth for television commercials created for Charleston ENT, whose nine board-certified physicians serve patients at seven offices throughout Charleston, Berkeley and Dorchester counties.

Dating for Apple Geeks

May 7, 2010 - 4:35pm posted by Jolie Connor

As a lover of all things high-tech, I enjoy “nerding out” as often as possible with friends who are up-to-date on the latest gadgets and technology.  Cupidtino.com has leveraged this idea of geeks digging geeks with its soon to be launched website made to connect lovers of Apple computers and devices.  I’m not joking.  Apparently, if you have a great relationship with your Mac, you’ll be more inclined to have an uncontrollable passion for other Mac devotees.  I try to be an open-minded individual, but as a PC user and somewhat sensible human being, I’m going to have to label this site as ridiculous. Since when is a relationship based upon common technology use? Furthermore, what does this say about our society and how attached we’ve become to our electronics?  In life, love and  advertising, sometimes it’s just better to stick with the basics.

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