Category: Aerospace Specific
Ask an Editor: 10 Secrets to PR Success
By Matt Thurber, Senior Editor, AIN Publications
You’ve got news! But how do you get the word out?
Although there are fewer print magazines now serving the aviation market, a seemingly infinite number of online products are hungry for content, and all of these publications–whether print or Web or e-newsletters or blogs or Facebook posts or Tweets–need constant care and feeding. It’s enough to drive a company’s public relations department crazy.
As a publisher on all of the above outlets–and more–AIN Publications knows what it’s like to be on the receiving end of the onslaught of press releases, announcements, and updates from companies inside and outside the industry segments that we cover. While we can’t speak for our competitors in the publishing business, perhaps some insight into how the process works at AIN might help your company in its public relations efforts. This will also help your company avoid common errors that cause us to click the delete button as soon as your press release hits our inboxes.
Incidentally, we know that many companies can’t afford a full-time public relations (PR) person and that the job often gets handed off to the marketing department, but marketing is not PR, and vice versa. There are plenty of independent professional PR agents available who not only know the aviation market but also are very familiar with the publishers that serve this market. If at all possible, hire a pro; the results will be well worthwhile and this will also free up your valuable time to develop new products, sell like crazy, and serve your customers.
- Know your audience. Do some research to learn what publications your target market reads. When you get the inevitable call from a publication’s salesperson, make them work by asking for a detailed breakdown of the readership. Study the publications, print and online, to get a feel for what they cover and who they serve.
- Do not blanket email non-pertinent publishers. Nothing wastes more of our time then weeding through non-pertinent press releases. We receive releases about subjects that have nothing to do with our primary coverage areas. Whoever is sending these is wasting your money and also annoying potential partners in getting your company’s news out to readers.
- Get to know the editors. We’re human. We like to talk to people and learn about what’s going on. Don’t be afraid to look us up on the magazine masthead, call us, and ask about what we find interesting, what we’re working on now, and if we have any future projects that might need information that your company can provide. However…
- Don’t inundate the editors. We receive tons of press releases, announcements, invitations, etc., every day. Rest assured that we probably have received it. Feel free to check with a followup email to see if we did receive the original. However, if your release is not pertinent to our audience or if we are not able to use the information in your release, we might not respond. We just don’t have time to respond to every query.
- Please don’t ask to review the article prior to publication. AIN is a news organization, and like a major metropolitan newspaper we don’t share our product before it is published (although other publishers may allow this). Here’s a tip: we often place stories online before they appear in print, so keep an eye out and you might be the first to see the story with your company mentioned. And this leads to…
- Use your own clipping service. We’re sorry, but we don’t have time to alert you when an article that includes news about your company appears in one of our publications. By the time the article appears, we’re already working on the next 10 to 20 and more stories we each write every month.
- Please alerts us to any mistakes. As mentioned, we are human and we do occasionally make errors. The sooner you let us know, the sooner we can add a correction in the next print issue or e-newsletter and correct the story online.
- Help us get it right. If you are worried about the accuracy of quotes during an interview with your company’s executives, feel free to ask that the interview be recorded. Or record it yourself and provide a transcript to the writer. A company did this for me once, and it made my job much easier. Keep in mind that in many states, permission is required from at least one party in order to record a conversation.
- Know the publisher’s needs. Here’s another insider tip: AIN publishes print magazines at many air shows and conferences all over the world. Our need for content ramps up considerably well before each show, and this is an opportune time to get your story published. You can view AIN’s show schedule and a lot more at AINonline.com, then click on the “Advertise” link then “Media Kit.” The earlier you work with us for show coverage, the better your chances of getting in the magazine and online.
- Do something newsworthy. This is what it’s all about. No doubt your news is super-important, and of course it is to your company. What gets on the front page must be newsworthy, of wide import to our industry, and compelling. This doesn’t mean there isn’t room for your news somewhere else in the monthly AIN, our e-newsletters, at a show or online. Be realistic with your expectations, work with us, and we’ll do our best to get the word out.
For more tips on PR, download BDN’s PR Tool Kit here!
Less Is More: The Importance Of a Quality Press Release
This is something we hear from prospective clients fairly regularly, and generally, it is the worst possible thing they could be doing.
After 25+ years involved in aerospace marketing, much of it spent supporting media relations efforts, this statement makes me cringe. Because, with a few exceptions, doing more press releases is a bad idea.
The desire to do more press releases is really just a desire for a quick fix that will get clients noticed and acknowledged by the news media – to receive editorial coverage of some kind. And if you just want to see your news release recycled on an online news site, this approach will work for you.
But getting meaningful, credible coverage cannot be accomplished by blanketing editors with news releases. Like the little boy who cried wolf, they will become immune to your efforts and may not notice you when you have something that would actually be of interest.
Instead, I suggest striving for fewer, higher quality press releases full of relevant information, along with high-quality, high-resolution photos. At the same time, build relationships with the editors who cover your industry. Don’t waste their time with nonnews (“We Have a New Website!) or daily missives about your newest STC.
Demonstrate that you value their time and respect their work and shift gears from more press releases to more meaningful information, and the coverage will take care of itself.
Learn the best practices behind the most successful Aerospace & Defense PR in BDN’s new PR Toolkit, coming soon.
AAAA: See You in Nashville
After two dismal events, the folks at the Army Aviation Association of America are pulling out all the stops to give exhibitors what they want at the upcoming convention – warm bodies clad in OD green.
Government-mandated travel restrictions turned last year’s venue into a ghost town. But this year should be different. First, AAAA has taken the bold step of funding travel for more than 150 Department of the Army personnel. AAAA’s $250,000 investment was a bold and necessary step to assure attendance and entice exhibitors.
The Nashville location will help, as will the entertainment – Trisha Yearwood will perform at the Soldier Appreciation Dinner.
AAAA is attempting to distance itself from the past by renaming the event itself. It’s now known officially as the Army Aviation Mission Solutions Summit, though the chances of that sticking are extremely thin.
Either way, we’ll be there, May 4-6 at the Gaylord Opryland Hotel.
An Uplifting Visit with Sergei Sikorsky
The Sikorsky name is synonymous with the advancement of vertical lift technology and the invention of modern helicopters. The corporation and products that bear the family name are equally as impressive and inspiring. With all of this history and legend behind a name you could imagine how I might be a bit intimidated when asked to interview Sergei Sikorsky for a client project. I’m not sure what I was afraid of, or even what to expect, but I was sure that I didn’t want to screw it up.
We were scheduled to meet at the Arizona Biltmore in the Mystery Room, a former speakeasy lounge created in the days of Prohibition. I arrived early to assist in the set-up of the room, lighting and video cameras, to make sure that everything was working perfectly. Sergei and his lovely wife, Elena arrived right on time, fully prepared for the video interview. As soon as I met them I knew there was nothing to be nervous about, Sergei and Elena Sikorsky are such a charming, easygoing couple.
As the interview got under way, we went through our list of prepared questions and Sergei shared his stories of what it was like in the early days being a test-dummy for his father’s helicopter hoisting operations. His storytelling abilities and his recollection for names, dates and details was amazing. He was also kind enough to bring some historic photos from his collection to illustrate his stories. One image was a newspaper reprint that shows himself performing a helicopter rescue hoist demonstration.
“It’s a bond drive and there I am being lifted up. It was very interesting for me as a 19 or 20-year old sailor, because the crowd control wasn’t all that bad and once I got through the demonstration, I would invariably walk over to the crowd, pick a couple of pretty girls out and ask them for their phone numbers.”
It turns out that Sergei has always been quite the ladies man.
I’m sure that Sergei has told these stories hundreds of times, but he still speaks about them with such fondness. He’s been living and breathing aerospace his entire life, and he still loves to tell the stories, describe the photos, attend the industry events and share his love of the subject. Here’s how he describes it.
“Yes, it’s been an interesting life, there’s no doubt about it. I am very lucky to have spent my whole life in aviation. Yes, I still fly occasionally and my wife says that when I come back from having flown an airplane that I’m about 5 years younger. Now, some people will call it second childhood, but I call it rejuvenation. It is a very strange, unique feeling. It’s a wonderful feeling, and certainly the gift of flying that was given to us by so many of the pioneers, is to me still romantic, still inspiring.”
Before I knew it our interview had come to an end. Sergei and Elena had brought copies of his book, The Sikorsky Legacy, which he autographed for each of us as we were wrapping up.
So what did I learn from all of this? I learned that I still admire the Sikorsky name but for reasons I never expected. I envy that Sergei found his calling so early in life and it continues to be his passion. The fact that he still uses words like rejuvenation and romantic to describe his love of aviation. I’m impressed that Sergei was willing to participate in rescue hoist demonstrations and operations to show his confidence in his father’s inventions and products. The way he still enjoys traveling to aerospace events to hand out awards and speak about his father’s life and achievements. And the fact that he and Elena are such kind and considerate people that you forget about the legacy behind the Sikorsky name and feel like you’re having a conversation with friends.
Critiquing An Aerospace Advertisement: AugustaWestland
Dear AgustaWestland,
Nothing about this ad makes sense to me, so I am assuming it was designed by a committee. Most likely it was a last-minute endeavor, and perhaps this was the only thing everyone could agree on, but your customers and employees deserve better. Your helicopters deserve better. And your brand deserves better. Heck, even the koala bear deserves better.
The most effective ads are simple, but layered with meaning. They don’t have to be literal. But they do need to artfully combine words and images to connect and communicate with readers, and they must tell a story that your audience cares about. Great ads are often deceptive in their simplicity, because they appear to have been created effortlessly. They trick you into believing anyone can do it. So you start out with a lofty vision and a great idea, then somehow end up with a bear, a helicopter and a cockpit.
Marrying the right idea with the proper imagery, inspired copy, and flawless execution isn’t easy.
I don’t mean to pick on the nice people at AgustaWestland — I have friends there. No one knocks it out of the park every time. But this particular ad, quite honestly, is more than I can bear.
Over to you, folks. Am I off base here?
Airbus Rebrand: Will it Fly?
Rebranding is risky business and more than a few well-intended efforts have ended badly. The JC Penney rebrand was an epic fail that could drive the retailer into bankruptcy. A revamped Gap logo sparked a global uprising. And I’ve already blogged about American Airlines’ journey to become a “new American” by revamping its image.
The most recent headline-grabbing change hits closer to home as EADS is renamed Airbus, and Eurocopter becomes Airbus Helicopters. The wisdom of this move is being hotly debated on news forums and online industry communities. At a high level, some folks acknowledge that Airbus is a successful brand with strong global equity. And we all know that the EADS name carried a lot of political baggage.
Drilling down, the military community seems to agree that nobody wants to take a bus to the fight.
And the helicopter people, well, they are mostly perplexed and pissed off. One blogger said killing the Eurocopter name is “ludicrous,” “silly” and a “PR disaster.” Another said it is “ridiculous to change the most successful global brand in helicopters.” I know from experience that any discussion of a name or logo change is an emotional minefield that turns rational people into raving lunatics. In this case, they may have a point. As one of my colleagues said, “if it ain’t broke, don’t fix it.”
In a well-intentioned effort to achieve unity and consistency in a rebranding, too many companies are inflexible and fail to account for the specific sensibilities and needs of niche markets. The Airbus shift may be a case of moving too far too fast. The prestige and power of the Eurocopter brand cannot be understated. The employees who have helped this company achieve industry prominence are personally invested in the brand, as are customers and helicopter enthusiasts worldwide.
Changing an iconic brand is like playing with fire. Let’s hope the fine folks at Eurocopter don’t get burned.
Get More from Your Aerospace Marketing Budget
BDN recently surveyed a group of aerospace and defense marketing professionals to better understand their needs, preferences and challenges. The findings and trends were enlightening, and we’ll soon be sharing them in a new white paper.
Interestingly, most respondents said insufficient funding is their No. 1 challenge and frustration. We all know marketing is not usually a top priority for aerospace and defense businesses. Many view it as an expense or a necessary evil but, done properly, marketing is an investment that delivers bottom-line results.
This is where it gets tricky. As marketers, we want more resources to do more things, but we are not always willing to embrace the level of discipline required to credibly demonstrate return on investment (ROI). This is a subject BDN has already covered extensively, and you can read more in the white paper section of our website.
If you want to demonstrate marketing ROI, but don’t have a plan in place quite yet, you might consider adding discipline to your decision-making process — finding opportunities to save or spend your limited budget more wisely. Start by asking some hard questions.
Do you have an annual marketing plan that outlines what you are going to do, and why? A strong plan that has buy-in from management and sales can keep you from veering off track with costly, unplanned activities that don’t truly support your goals and objectives.
Do you follow a process each year to evaluate your trade show selection and attendance? Can you link any given show to past leads or sales? Most companies spend more on trade shows than any other marketing activity. A rigorous and impartial evaluation of each and every event may help you eliminate non-productive activities and free up funds for other projects.
This same rigor should be applied to all print and online advertising buys. Is your evaluation process fair and consistent? Is it fact-based, and does it include examining the performance of each venue and ad? Monitoring will reveal which ads and media are generating leads, and will spotlight those that don’t measure up. By requiring accountability you can eliminate non-performing ads and placements for big savings.
Take a closer look at what you are still printing and why. Can a data sheet or brochure be just as effective on a tablet or online? Work with your sales team to understand their needs and identify areas where hard copies are no longer necessary.
What about travel? Travel is important, because face-to-face interactions are always best. But are there ways to leverage technology and use video conferencing tools in lieu of a costly, time-consuming trip?
These are just a few examples of how you might use the budget you have more effectively by measuring your current efforts and questioning the status quo. As you build a history of metrics, and demonstrate your willingness to find and eliminate unnecessary spending, you’ll be in a better position to request and receive more budget, more influence and even more respect.
Airshows: Yes or No
I watched an Su-30MKI crash and burn at the 1999 Paris Airshow. The pilot ejected and survived. My desire to watch air shows did not. More high-profile accidents with fatalities followed, most notably in Reno and recently in Dayton.
Every accident was troubling, but I watched the news coverage in the mainstream and trade press, and followed the chatter on social media. I’m not going to make a case for or against airshows. But I will make a case against hypocrisy, because many of us seem to want it both ways.
As spectators, we want the thrill of a great show, but not the risk or consequences. As an industry, we welcome the positive attention, but when something goes wrong, we decry any perceived focus on the negative. To wit: Immediately after fatalities in Dayton, I saw aviation people posting about how terrible it was that crash videos had been posted on YouTube because, “now that’s all anyone will remember” about the deceased. Watching the news, I listened as a woman expressed outrage because her children were upset after witnessing the fatal crash. Yes, these things are regrettable. But, honestly, what else would you expect?
If you perform in an air show and things go well, you’ll be part of an elite group and a media darling. If you are involved in an accident, well, that’s all some people will remember. If you attend a show, it’s quite possible that you will see an airplane crash and witness someone’s death. You and your family could also be injured or killed.
When it comes to airshows, we all need to decide what’s right for us. And while our choices will differ, I hope we can agree on just one thing: we can’t have it both ways.
An Introduction to Inbound Marketing for A&D
I’ve officially jumped on the Inbound Marketing bandwagon, and I hope you do, too. Inbound marketing is a way to enable your target audience to find you at the right time — precisely when they are seeking knowledge and information. You’re pulling them in gently, and they are allowing it to happen. In a push, you are broadly sending your message out, hoping against hope that someone takes notice. And the less they notice, the more you push. Because you want to sell them something. And they know it. No one wants to be sold to. However, when we are ready, we appreciate having the information and resources at hand to enable a smart buying decision. Inbound marketing transforms the marketing engagement from interruption-based to permission-based.
I don’t believe it replaces the outbound process, especially for aerospace marketing, but I do believe we need a better balance. In general, interrupting people who have no interest what you want to tell them does not make a lot of sense beyond perhaps planting a seed for the future. But, what if you create compelling content and become a hub of valuable information for your potential customers? What if you optimize your website to improve the ranking in search engines, so it’s easy for prospects to find you? And what if you engage in social media as a force multiplier where others share your content with their networks? Try it and see what happens. By embracing inbound marketing techniques, BDN averages 16 leads a month just from people who visit our website looking for information about aerospace marketing. Inbound marketing is not a panacea. But it’s an important and effective tool that marketers must acknowledge and understand to stay relevant and effective
Advertising: Keep it Simple, but with Soul
I’m all for simplicity in advertising, especially in aerospace. In our industry, simple messaging and graphics stand out because they are unique, unexpected, and, well, genuinely refreshing. But simplicity alone isn’t enough.
Two ads especially caught my attention in the January issue of Rotor & Wing. The first had a strong headline: “More Technologies. More United,” and informed readers that Goodrich and Hamilton Sundstrand are now part of UTC Aerospace Systems. The ad successfully conveys the intended message, but it has no soul. It fails to evoke any emotion or give viewers a sense of “who” this new company is, and that’s too bad. The graphics, though simple, don’t support the message or evoke any response, except maybe a yawn, in the viewer.
American Eurocopter’s ad features a generous amount of white space, along with the headline “Think Innovation.” The graphic — a helicopter resting on a high-tech robotic hand, delivers the message quickly and clearly so viewers “get it” immediately.
Do your ads pass the “simplicity with soul” test? It’s a question worth asking.