Liza and I have had some great conversations recently with clients, colleagues and recent college graduates about the future of public relations. We say (half-jokingly) that we are on a mission to prove that public relations firms aren’t just press release factories.

Sure, there is still a time and a place for distributing a press release to media contacts to announce company news. But with so many great tools at our disposal (research methods, consumer feedback, online media outlets, etc.), we can learn what our clients’ audiences want and need and then tailor PR programs to make sure the end consumer is satisfied with a product or service, as well as receive valuable feedback from them on how to fine-tune the process along the way.

If there is a complaint on an online message board, we can be the liaison between the company and the consumer to find a solution. If a media contact needs information on trends that affect a certain industry, we can coordinate an appropriate client resource to provide comment. If we need to spread the word about a new service or product, we have the capabilities to talk directly to the people who would be the most interested – and then get their feedback to tailor future activities.

And with this, our role as public relations practitioners has essentially turned into that of customer service agents.

Through research, market knowledge and monitoring our clients’ industries, our PR programs essentially ensure that a variety of internal and external audiences are have a good “customer” experience.

The power of PR is incredible. It can change behaviors, increase awareness and create loyal customers who wouldn’t dream of working with any other business. But it’s time that more of us put that notion to work. Instead of immediately typing out company news into a press release and blasting it out, we must challenge ourselves to ask, “Is this the best way to communicate this news?” “How will people be able to comment and respond to this?” and “What will we do with the feedback we receive to make our business stronger?”

When was the last time you had a great customer service experience and told your friends? Alternatively, when was the last time you had an awful experience with a business and told anyone who would listen?

Liza and I are challenging ourselves to be better Customer Service Agents in 2010 – and to continue to incorporate this process into how we develop PR programs for our clients.

It’s hard to believe we’re on the cusp of a new decade. Allow me to wax nostalgic for a moment — along with the other 15,000 bloggers writing about the same thing.

But seriously — I look back at the last ten years of my life and it’s amazing to see what all has transpired for me personally.

In the last decade, I’ve graduated from college, started my first job in public relations, moved to a new city, met the man I’d eventually marry (in the checkout line of Publix, no less), birthed two children, met and became great friends with Kim who would become my business partner, started a company….wow. It’s a lot when you line it all up like that.

It’s exciting to look ahead into the next ten years and imagine – what if it’s filled with as much excitement as the last era? What does the future hold? Will it be good? Bad? Ugly?

Kim and I always joke we wish we had a crystal ball to look into the future and see what was going to happen. We know, logically, that takes all of the fun out of the ride.

We’re optimistic about 2010, though, and all the promise it beholds. That’s the great thing about the start of a new year — it’s a fresh start, a blank slate. Time to dream big, plan bigger and map out your success story.

Full Circle PR is geared up to make 2010 our best yet. We look forward to getting to know you better and learning how we can help grow your business.

Cheers to a Happy New Year for all of us!

The folks at Brains on Fire are smart, passionate and fun to be around. Liza and I are lucky to share a space with them on a daily basis. Just by virtue of being around the Brains on Fire gang, we are fueled by
their creativity and enthusiasm!

This past Saturday, we were also thrilled to attend their Christmas party with a “Mad Men” theme. Dirty martinis, cigarette holders and red lipstick were all accessories to a nod at a bygone era where people dressed to dazzle.

Take a look at some pics from the evening. Merry Christmas – we are all looking forward to a wonderful New Year!

Megan and Liza, Mad Men style

Watch out Don Draper

Situation:

Greenville, S.C.-based Trade Route, an import furniture and accessories store with a unique story to tell, offers handpicked items that cannot be found anywhere else in the Upstate area. Because Owner Sherry Smid travels to China and Thailand on her own, she uncovers pieces and trends ahead of most buyers, making them available before similar, mass produced items appear in the marketplace.

Creative approach:

A strategic public relations program helped communicates Trade Route’s original story, but also keeps target audiences informed of new items and events in the store. A mix of research, media relations, event marketing and customer relations kept Trade Route top of mind with designers and existing and new customers, while reinforcing its messaging as a one-of-a-kind retail destination.

Results:

In a recent Greenville Magazine interview, Smid recently sited an increase in sales by 45% over the previous year.

Situation:

For more than 100 years, Progress Lighting has continued to build on its reputation as a leader and trendsetter in residential, decorative lighting. While the lighting manufacturer is focused on the many aspects of “green lighting,” Progress Lighting extended its public relations program to deliver relevant messages to consumers, homeowners and homebuilders about products that maximize energy savings without sacrificing aesthetic appeal.

Creative approach:

Planned public relations activities included delivering key messages to a variety of different audiences, including: - Enhanced customer communications programs for builders and lighting/showroom centers; - Extended PR activities promoting energy efficient fixtures and initiatives to core builder, trade and consumer media outlets; - Participating in industry awards and trade shows.

Results:

The lighting manufacturer continues to remain an industry leader and has been consistently recognized by industry associations with state-of-the-art decorative lighting awards, while reaching, educating and informing key audiences about environmentally-friendly products, initiatives and practices.

Situation:

Costa handcrafts the most optically clear sunglasses available in the market today, and is a well-known brand with anglers. The company wanted to generate more awareness about its proprietary sunglass technology and its significant marine conservation efforts within the fishing and outdoor community.

Creative approach:

Developed strategic public relations plan to community technology and conservation messages to fishing audience, with tactics including: – Generated product gear reviews in most influential fishing publications and blogs – Created a Facebook fan page to engage with fans – fan base grew from 3,000 to more than 34,000 in less than eight months in 2009 – Hosted events for journalists and industry partners to launch video projects containing conservation messaging and call to action – Developed relationships with key fishing and outdoor writers and bloggers to position Costa as a resource for story opportunities

Results:

Costa has a 71 percent awareness rate within the fishing community, and has been touted as the best sunglass in the industry. The company continues to develop new sunglass styles and pursue new marine conservation initiatives.

Ok, so typically on this blog we try to impart our own bit of wisdom and opinions about things going on around us. But today, I came across this article and just thought it was so right on (in my mind, at least) that I wanted to post it again here.

So without further ado or rambling from me, here is a link to Ian Lurie’s blog post about the 45 things you should be doing in social media marketing but probably aren’t. Enjoy. And thanks, Ian, for the great reminders!

You might have noticed that we are looking for a sharp, savvy PR account coordinator for Full Circle PR. In the spirit of the very important first job interview, I thought this post from the Bad Pitch Blog was pretty timely. Are there any other tips anyone has to share? Feel free to let us know.