Online Outreach Then and Now: From Problem to Priority
May 4, 2012

When Mac and I looked back at where we were five years ago when we formed Click Communications, we were struck by how much has changed in the world of online publicity since then.

When we first formed Click, we would tell stories about how, back in 2003, no one cared about reaching online audiences, and online journalists didn’t care about home entertainment. We compared that with 2007, a time when many studios realized they needed to be in front of online audiences, but the pool of interested online media had gotten so large that matching the right product and story with the right sites was a fairly daunting proposition.  As such, we were often hired to “solve the online problem.” In fact, once word got out about how handily we could navigate the web, we got really busy really fast, and our company grew from two people to seven in a few short months.

Today, of course, there are a myriad of different ways to “solve the online problem” because the problems are as vast and unique as the people and agencies prepared to take them on. The major difference between online publicity Then and Now, however, is that online has shifted from Problem to Priority.

When online outreach is viewed as a problem to be solved, it automatically makes it a problem to be solved. Everything becomes last-minute and fast breaking, not just because of the dynamic pace of the online medium, but because most long-lead attention is still placed with traditional media. And if traditional media publicity doesn’t meet expectations, online coverage becomes the consolation prize.

When online outreach is viewed as a priority, on the other hand, wonderful things can start to happen. For example, if you wait until the last couple weeks of a campaign to roll out your online strategy, then what happens earlier in the campaign when you’re pitching broadcast and long-lead print publications about your new brand that no one’s ever heard of? Those producers and writers will Google your product and come up with…. Nothing. By contrast, if you prioritize your online outreach early on to take place throughout the life of your campaign, then you build up Google results, conversations and the all-important Buzz.

Our approach at Click has elevated online outreach beyond a priority to become a driving force in campaign strategy. This frees us from some of the old rules and restrictions that can apply to available assets, allowing our team to parcel out exclusive content, premium items, compelling interviews and exciting event opportunities across multiple mediums to reach true market saturation with our ideal audience.

The Click team is also particularly deft at finding new ways of maximizing assets in fresh, creative ways. After all, when it comes to rolling out publicity and marketing materials over a period of time to your target audience, you have to be careful. Think of your assets like ingredients, and your press as a mix of carnivores, vegetarians, foodies and picky children.  You can either parcel out your interviews, video clips and widgets (or meat, vegetables and cheese, if you will), to the people who want each individual item the most. Or you can put them together to form, say, a delicious pizza—something unique and mouth-watering for everyone.

The trick, especially with a long campaign, is to make sure that you’re not pitching the same story to the same person over and over again. I don’t care how much a person likes a pizza—if they hear about it three times a week, they’re going to get sick of it and stop returning your emails.

Luckily for our clients, the Click team avoids this kind of creative fatigue with the right blend of targeting, timing, and our signature Click creativity and genuine enthusiasm. Our online experts are well-rounded, strategic publicity and marketing professionals, ready to lead the way on our clients campaigns, and deliver outstanding (and occasionally delicious) results.

By: Dinah McLean

A Fireside Chat with Dinah McLean
Sep 22, 2011

We’d now like to take a moment with one of Click Communications’ excellent Partners, Dinah McLean, to learn a little more about where she came from and how she gets by in the world of Click.  With the Fall season upon us, we’re reminded that there’s nothing better than the crackle of a roaring fire. Let us begin.

What is your favorite thing about working at Click? I love it when we get thank yous and positive feedback about the Click Team from our clients and press. Mac and I have worked hard to cultivate a specific culture here at Click. While feedback can be a rare thing, I feel like we often hear about how much our team’s passion, expertise, professionalism and speed have contributed to our clients’ and press partners’ success. To me, that means we’re doing something right.

What skill has been most valuable to you while working here? Since 2003, I’ve been a leader of some form of remote team, either managing the “virtual office” of Click or, before that, as the Sales & Marketing Director for Ticketmaster’s Western Region. Managing a team of telecommuters definitely requires a very specific skill set that I’ve honed over the years, and I have learned that there are three key secrets to success: Communication, communication, communication.

What would you consider to be your area of specialty? I’m definitely way more into the musicals than my fellow Clickers, and would also consider myself a go-to person to consult on anything relating to classical music, cooking shows & chefs, dance films and shows, teen comedies and the 90s. I’m also Click’s resident “data geek,” so I specialize in our reporting, analytics and all things Excel. (And I do use Excel for almost all things.)

What is the best part of your workday? Working with my husband. I couldn’t ask for a better partner in work, in life, in crime… The fact is, Mac McLean is an online publicity genius, and in addition to being someone that I respect and learn from every day, he’s also just the best man I know. And hearing his loud laugh in the other room never fails to make me smile.

What websites do you frequent the most that aren’t necessarily work-related? After years of working with parenting sites and blogs for Click’s clients, now that I’m a mom I find myself going online regularly to seek the advice offered up by the mighty Moms of the Internet.

Dinah with her other baby/job/obsession, Duncan.

What is the best advice you have ever received? My dad’s advice on how to write a really kickass cover letter is stellar and timeless. It opened countless doors for me throughout my career, plus I keep it in mind when reviewing applications to Click. (Take note, would-be Clickers.)

Who’s your favorite celebrity you’ve ever met?

This Guy!

What book are you currently reading and what else might I find on your shelves? Ready Player One by Ernest Cline: it’s super geeky 80’s-tastic, and I am enjoying the hell out of it. Mac & I also started up a Comic Book Club with some fellow geeks (it’s just like book club, where you read books & discuss over wine, only with comics, and it’s awesome), and we just finished the gorgeous Daytripper by Gabriel Ba and Fabio Moon. Our current assignment is Astro City by Kurt Busiek.

If I looked in your DVR/BD player, what would I find? Fall TV! I am very excited to try on some of the new offerings this fall (Terra Nova, Grimm, Once Upon a Time) but am also excited to see my old friends return: Dexter, Castle, Bones, Modern Family, Glee, Grey’s Anatomy, How I Met Your Mother, Community… I’m actually not sure when I’m going to watch all of these, now that I think of it.

Dexter

Where in the world is your favorite place to travel or spend a dream vacation? Right now, any vacation would be a dream vacation! There are countless corners of the world that I want to explore, but if I’m being totally honest my favorite places on the planet are the Colorado Rocky Mountains and the Big Island of Hawaii. California’s wine country is pretty sweet, too.

Obligatory super power question: What would it be and why? Oh, how I wish I could teleport. My beloved family and friends live all over the globe, and I miss them like crazy. My dream would be to be able to teleport me, Mac & Duncan to Colorado for Sunday night supper with my parents & brother one weekend, pop by to watch Glee with my nieces in Washington on Tuesday, maybe teleport my friend Mikey out from DC to have some dinner with us on Friday, then spend Saturday at the Toledo Zoo with my sister Matti & her family, then Sunday football in Minnesota with my sister Amy & her family. Actually, that’s a lot of family time; I might have to spread that out a little. But you know what I mean.

By: Julie Camberg

No Valentine’s Day Plans? No Problem.
Feb 14, 2011

It’s Valentine’s Day! I know, I know, it’s a “fake holiday” trumped up by greeting card companies and you shouldn’t feel forced to show someone affection just so some corporation can make money on manufactured crap, we should all show our loved ones that we care EVERY day, not just Valentine’s Day, blah blah blah.

Get over it. I mean it. Some or all of that sentiment might be true, but taking one day or evening out of 365 to tell your partner, family and/or dearest friends that you love them is nice, and you can do it with or without corporate tie-ins. In fact, I’ve got the perfect hook-up for all of our readers that might have been protesting the holiday, but were really slackers who forgot to make any reservations or plans for their Valentine this evening:

Dinner and a movie.

It’s a classic for a reason, and you can do the whole thing right at home. First, the dinner. If you’re a real hopeless case in the kitchen, then go for take-out or delivery, and just focus on setting a nice table–candles & flowers work just as well on coffee tables as they do in a dining room. If you can at least boil water, then you can make spaghetti. It’s cheap, easy, fast, and you & your partner can do that cute kissing thing from Lady & the Tramp with the noodles. Just go easy on the garlic and the portions–nothing’s less romantic than heartburn and breath that could slay a vampire.

Dessert is also key, and unless either you or your partner is allergic then you gotta go with chocolate. (If you are allergic: salted caramels. YUM.) If you don’t have time to make anything, I recommend a small box of high-quality, rich chocolate truffles (Trader Joe’s makes great ones). If you’re on a budget, forget the cheapo drugstore chocolates in the heart-shaped box and buy a box of brownie mix instead. They’re so easy to make, so yummy and gooey, and baking seriously impresses everyone.

As for picking a movie, well, it depends on your date. Here are my recommendations for a fun and romantic evening with your Valentine tonight.

Romantic Comedies That Aren’t Ridiculously Formulaic And Also Actually Funny: Raising Arizona, High Fidelity, Forgetting Sarah Marshall, Definitely, Maybe, Going the Distance

"Marvin Gaye is responsible for our entire relationship." "Is that so? I'd like a word with him then."

Romances With Lots Of Guns: Bonnie & Clyde, True Lies, Baz Luhrmann’s Romeo & Juliet, A Life Less Ordinary, Natural Born Killers, True Romance, Mr. & Mrs. Smith

"That's the way romance is... Usually, that's the way it goes, but every once in awhile, it goes the other way too."

Co-dependent, Unhealthy, Enabling Romances: Sid & Nancy, Leaving Las Vegas, Trainspotting, The People vs. Larry Flynt

"If I asked you to kill me, would you?" "I don't know. How would I do it? I couldn't live without ya."

Movies That Aren’t Technically Romances, But Feature Great Couples: The Mask of Zorro, Lord of the Rings, Rocky, Pirates of the Caribbean, Raiders of the Lost Ark, The Matrix, WALL-E, Fargo, The Empire Strikes Back

"I love you." "I know."

Classic Romances For Every Generation: Roman Holiday, The Philadelphia Story, Casablanca, Lover Come Back, Annie Hall, Some Kind of Wonderful, When Harry Met Sally, The Princess Bride, Singles

"I've never been alone with a man before, even with my dress on. With my dress off, it's MOST unusual."

Any movies you think are missing? Tell me all about it! Oh, and before I forget:

HAPPY VALENTINE’S DAY!

By: Dinah McLean

First! Is it better to be earlier or better? How about both?
May 12, 2010

Last week, Click Communications celebrated its third birthday. In three years we’ve gone from a husband and wife duo to a team of eleven (including our contractors, which we do). We have a smarty pants Advisory Board, and a roster of awesome, fun, high profile clients. Our database of online press is exponentially bigger and stronger than it was three years ago.

At the same time, perhaps you’ve noticed, online marketing and publicity have pretty much exploded over the last three years. Talk about timing! It is more important than ever to have a strong, strategic presence online, and even more important to have partners in the digital space that you can trust.

Because, let’s face it, any schmuck can create a Facebook account and call himself an “Online Expert.” How do you make sure your online partners really know what they’re doing?

A few things to consider:

  1. History – Being first isn’t necessarily most important, but experience counts. Mac McLean has personally been focused solely on online publicity since 2003. Dinah McLean started focusing on primarily online marketing and promotions in 2000. When we founded Click in May 2007, we were one of the earliest online-focused agencies through the gate. A strong history like this means that we can spot trends, know what sticks, and know how to implement the right strategy using the right tools.
  2. Expertise – Integrated online outreach is our core focus at Click, and helping clients realize their online potential has been our primary mission since Day One. This makes Click a leader in the digital space. We can identify a quality site or blog with just a glance, translate target demographics into target sites in our heads, and transform simple assets into fun feature stories. We can’t leap tall buildings in a single bound (yet), but we are always learning, challenging ourselves, and competing with ourselves in order to do better.
  3. Evolution – Click is not the same company we were when we started. Our team is bigger, our list of services is longer, our client list is longer and more diverse, and our press database looks completely different. We’ve achieved all of this because we are flexible, quick to learn, and committed to our education. Every new idea is examined for potential, every setback is a new opportunity,  and every success is shared as a best practice. We roll with the punches and evolve with the times, and are a stronger company for it.
  4. Relationships – Ask online press who they like to work with, and why. Better yet, just check out our testimonials. Our long history with our online partners, combined with the fastest response time in the industry, has made our relationships with our press extraordinarily strong. We have been building these relationships, and our database, with great care, because we know they can make the difference between getting covered or not.
  5. Integration – Is online outreach a function of the marketing department or the publicity department? It varies from client to client. Our team is unique because we speak the language of online, publicity, and marketing, which means we can work with any department with ease. Our integrated approach helps internal departments work together seamlessly to achieve the best possible results with a cohesive, complementary campaign.
  6. Results – If you skip everything else, this is the criteria to examine closely. At Click, we combine quality placement with a high quantity of hits to generate superior results that drive awareness and, ultimately, sales. We measure success by looking at how well we reach target demographics, how timely our placements are, how many quality sites we reach, how many different kinds of sites we reach, how many different assets we had to put to work—we examine everything. And we report these results with great care, making sure they are extremely thorough and capture every hit we place, fully detailed, and, of course, as accurate as possible.

Of course, these aren’t just our criteria. They’re the criteria of the clients we’ve worked with as well. They’re also just the ideals that we’ve chosen to try and live up to. After all, if you built your own company, wouldn’t you try to make it as awesome as possible?

By: Dinah McLean

Click Celebrates Its 3rd Anniversary!
May 7, 2010

Three years ago,there were two of us and a cake.  Now there are 11 of us, but I think this year will be Otter Pops.

Happy Friday!

By: Dinah McLean