Media Hub

The IT Spot for Social Media * Blogs * Live Feeds * Our Network * Newsroom * Tags * Media Coverage * Press Releases

LATEST BLOG POST

Seventeen Maxims for Public Relations Practice

As an additional commemoration of Trainer Communications’ 17th anniversary in business, we polled the Trainer Communications team and compiled a list of 17 maxims for public relations practice. If these maxims ring true for you, contact Trainer Communications to learn more about our client services or opportunities for employment or partnerships.

The maxims are grouped into three categories: project management, story development, and media relations, followed by one maxim that applies to all categories of work.

Read More

OUR TWEETS

RECENT NEWS

March 27, 2012

5 Steps to Better Online Video Marketing: Video May Be Commoditized, But Video Production Is Still an Art

With YouTube recently “celebrating” St. Patrick’s Day by changing its video algorithms, it’s going to take more than “the luck of the Irish” to secure favorable rankings on the world’s second most popular search engine. One could argue that YouTube is becoming more and more like “good old fashioned TV” where quality videography, editing and production count.

Aspiring video rock stars can no longer spoof YouTube by tag-stuffing or deceptively tagging videos. It’s all about the watch-through rate now and that’s where video quality trumps all. To really engage a viewing audience and retain them long enough to “impress” the YouTube algorithms, you must produce high-quality videos.

No, it’s not as easy as grabbing a Flip or iPhone camera, shooting some random footage and instantly sharing.

Granted, most of us aren’t ready for Hollywood, nor do we need to be; but for PR and communications professionals who represent “real businesses” – especially technology companies looking to video as one more way to evangelize stories in a professional manner – you may want to think twice about “Joe iPhone dude” shooting, editing and producing your new product launch demonstration or customer testimonial video. As the saying goes, “you get what you pay for.”

Here are five tips PR and comms pros should consider when shooting and producing a high-quality video for their clients:

  1. Less is more and “make it move.” Research shows the most widely watched videos are less than 60 seconds. That’s not to say longer videos aren’t also successful, but you need to know how to make a video “move” and stay engaging for its entire duration.

  2. Beware of rookie shooting mistakes. Everyone’s first inclination when using a video camera is to pan and zoom. Such camera moves are inherently slow moving, which is the last thing you want when you are trying to produce a fast-paced, tight video. Also, always use a tripod to ensure steady video – viewers won’t stay engaged very long if your corporate video looks more like David Letterman’s old “thrill cam.”

  3. Short and sweet sound bites – with good audio quality. The best sound bites are only 3-5 seconds long. Look for a producer with a television background who both knows how to ask questions like a reporter to illicit conversational, succinct sound bites, and who can “hear” a sound bite – this is an art.  Also, make sure you have a high quality microphone and the proper audio levels when recording so your audio isn’t distorted and/or subject to a lot of ambient noise. Viewers won’t stay engaged if they are straining to hear.

  4. It’s not what you say; it’s how you say it. The most brilliant people in the world can deliver the worst sound bites on camera. A monotone voice and stiff body language will ensure a video flop, with viewers turning away from YouTube as fast as they tuned it. Tap a former reporter to conduct the interview so your spokesperson loosens up and becomes as smooth an orator as someone in the Oval Office. And no, your spokespeople don’t require a teleprompter like the President. In fact, do NOT script answers when prepping for your video shoot. Your spokespeople should be conversational in their delivery – almost as comfortable as having a conversation at a cocktail party. When being interviewed on camera, remember this maxim: “your first take is always your best take.”

  6. Tell a story and inject levity. Everyone loves to listen to a good story, and everyone wants to be entertained. The most engaging videos are ones that weave a story-telling element along the way. This is a lot easier said than done – again, consult a professional who can capture the right pictures and voices to tell a story to keep the viewer engaged and tally up thousands of YouTube views.

Indeed, in the digital age, video production has become commoditized, and because it’s so popular and “everybody’s doing video,” quality standards are often compromised which leads to poor engagement.  If you remember the aforementioned tips, your videos will be well positioned to rank favorably by YouTube’s new algorithms and you might just become a YouTube sensation over night.

March 27, 2012

THINKstrategies and Trainer Communications Form Strategic Partnership

THINKstrategies and Trainer Communications today announced the two firms have developed a partnership to collaborate in the promotion of THINKstrategies' trio of 2012 Cloud Innovators Summit Conferences: the Cloud Analytics Summit, the Cloud Management Summit and the Cloud Channel Summit.

The Cloud Analytics Summit, on Wednesday, April 25 will be the first of the three Cloud Innovators Summits in 2012. The purpose of the Cloud Analytics Summit is to provide a forum for corporate decision-makers to learn about the latest cloud solutions aimed at addressing their business intelligence (BI) and analytics needs, so they can harness their big data sources and integrate their systems and applications into a more productive enterprise-wide resource to satisfy business requirements.

Speakers at the Cloud Analytics Summit include:

  • Anjul Bhambhri, Vice President, Big Data Products, IBM
  • Jane Griffin, Americas Leader, Deloitte Analytics
  • Ju-kay Kwek, Product Manager, Google's Big Data Initiative
  • Doug Harr, CIO, Splunk
  • Ken Rudin, Vice President of Analytics and Platform Technologies, Zynga

"Given the synergy between our two companies, it made perfect business sense to partner with Trainer Communications," said Jeff Kaplan, managing director, THINKstrategies. "As a highly respected, award-winning agency in Silicon Valley, Trainer has its finger on the pulse of top technology trends and industry-leading companies. In fact, we share mutual clients and most importantly, share a passion for evangelizing cloud innovations. They are celebrating their 17th anniversary this month, and their knowledge and work with clients in cloud computing dovetail nicely with the laser focus of THINKstrategies."

"It is an absolute honor to work side-by-side with an industry luminary like Jeff Kaplan and his strategic consulting company, THINKstrategies, to promote this important series of executive forums focused on three of the critical topics that are shaping the cloud computing marketplace," said Ross Perich, vice president of client operations, Trainer Communications. "As a respected analyst and consultant with more than 25 years of industry experience, Jeff is also an excellent sounding board and strategic resource for Trainer in its due diligence process as we continue to grow our premiere portfolio of top-tier technology companies."

February 15, 2012

Trainer Communications Internationally Recognized for Award-Winning Video and Animation Content

 Trainer's Animation Services and Website Design Featured in Platinum and Gold Categories

Trainer Communications, the premier provider of integrated marketing and high-tech public relations services that create global market leaders, today announced the firm has won two prestigious international awards from AVA (Audio Visual Awards). Trainer received the 2011 Platinum award in the animation category for Nimsoft: Modern IT video; and the 2011 Gold award for the Flynn Architecture Workplace of the Future website.

Trainer's video practice addresses the growing market demand for creative, compelling content to fuel social media, traditional media campaigns, and sales fulfillment needs with animation and video solutions that range from ideation through turnkey production. Trainer clients use the creative video and animation content to generate thought-leadership campaigns and support sales initiatives. In addition to video, Trainer's website design practice helps clients increase website visitors, convert prospects into customers, and attract potential investors.

About the Video: Nimsoft and Modern IT
To produce the Nimsoft Modern IT video animation, Trainer combined engaging video and cartoon-style animation to create an "edutainment" video for Nimsoft/CA that spoke to the company's Modern IT thought leadership initiative. Trainer's approach was to combine the credibility generated by IT executives interviewed in the video with a humor-based animation designed to entertain the viewer. Nimsoft showcased this award-winning production during a live, globally-coordinated launch event featuring the announcement of a major product line. Subsequently, Nimsoft has used the video/animation for social media purposes, as creative content for the sales organization, and as a way to drive prospects and partners to the website. Trainer won the 2011 Platinum AVA Award in the Web Video/Special Effects/Animation category for Nimsoft: Modern IT video.

To view the video, visit: http://www.trainercomm.com/media-hub/video-archive.

"This video embodies Trainer's unique approach, and we think it sets a new standard for videos that need to articulate the benefits of complex technology in a compelling way," said Ross Perich, vice president of client operations at Trainer Communications. "This is our second award for this video, validating its creativity and compelling format. Trainer's committed to pushing traditional boundaries in content creation to ensure our client's message rises to the top."

About the Website: Workplace of the Future
Trainer captured the essence of architecture through the eyes of Terry Flynn by showcasing the website not only around Flynn's work, but by being one with her architecture. Trainer's approach was to showcase Flynn through her edgy, futuristic architecture that shows innovation in the workplace. A great feature to this website is the ability to have the background photography be at a stand-still while the text can scroll through the page. Another great feature is the ever-changing background photographs. This gives the viewers a feel that the webpage is constantly evolving.

To view the website, visit: http://www.flynnarchitecture.com/.

"Increasingly, companies and awards judges alike recognize Trainer for setting the bar in website design and innovation," said Susan Thomas, CEO of Trainer Communications. "In the case of Flynn Architecture, we used photography that truly captures modern workplace architecture along with special effects rarely seen on other websites. Creating websites is a huge part of our portfolio. Our edgy approach sets us apart from other agencies, and we take pride in raising the bar for others to follow."

January 16, 2012

Trainer Communications Vice President to Speak at Silicon Valley Chapter of the International Association of Business Communicators January Event

Ross Perich to Address What it Takes to be a Standout Professional in Today’s Dynamic Workplace

These days more than ever, companies are looking for the best and brightest employees. They do not just want someone who meets their qualifications, but rather, someone who exceeds them.  On Thursday, January 19, 2012, Trainer Communications’ vice president of client operations Ross Perich will be featured as a panel member at the Silicon Valley Chapter of the International Association of Business Communicators (IABC) January event: “Best New Practices on Being a “Hot Commodity” – What it takes to be a STANDOUT Professional.”

This event will teach attendees how to become irreplaceable by mastering new communications techniques to exceed expectations. Perich and fellow panel members will cover three key points: 1) the key competencies that employers are looking for now in communication professionals, 2) the issues and trends that communication professionals need to plan for in the future, and 3) tips and tricks to put your best foot forward.

This event will be a great opportunity for attendees to learn about what professionalism means today.  Perich’s decade of experience with Trainer Communications, coupled with his communications expertise developed over the years as a television anchor, reporter and producer at CBS, FOX, and NBC affiliates, provide him with a wealth of knowledge to share about what it takes to be successful in the professional world.

“I am honored to be featured on this panel and offer advice to professionals aspiring to advance their careers,” said Perich.  “A lot of people are well-qualified for jobs, but they just do not know how to best present themselves to prospective employers; or once hired, know how to utilize savvy communications techniques to help them climb the corporate ladder.  This event will be a wonderful opportunity for communication professionals to learn how to stand out and become hot commodities.”

December 1, 2011 

Trainer Communications Nationally Recognized with 2011 MarCom Platinum Award for Ernst & Young Campaign

Silicon Valley Agency Earns Prestigious Honor for Fourth Consecutive Year

Trainer Communications, a premier provider of integrated marketing and high-tech public relations services, today announced that it has won the 2011 MarCom Platinum Award in the Communication/PR category for its work with Ernst & Young. Granted by the Association of Marketing and Communication Professionals, Trainer has won this award every year for the past four years.

From April 2011 to June 2011, Trainer worked with Ernst & Young in a very short time frame to promote awareness of the Ernst & Young Northern California Entrepreneur of the Year Awards Program. To achieve this, Trainer aggregated data from past Ernst & Young award applications to show that Silicon Valley companies were experiencing more success than in previous years. Trainer developed a creative angle to elevate Ernst & Young into the conversation alongside “rock star” Silicon Valley CEOs who naturally generate interest from the media.

Under the campaign titled “The Valley is Back,” Trainer gained awareness for Ernst & Young through a press release, infographic, and video interviews with business leaders in Silicon Valley. The end result showcased coverage in top-tier business and broadcast press, including ABC, CBS, NBC, The New York Times, The Wall Street Journal, and USA Today.

“When you consider the prestige of the Ernst &Young brand, coupled with the tall task we had to land them on TV and in business press, this ranks among the top awards we have won in the history of Trainer,” said Susan Thomas, CEO of Trainer Communications. “Trainer will continue to push the envelope with future campaigns that hold just as much prestige as Ernst & Young carries."

November 21, 2011

Trainer Communications CEO to Keynote San Jose State University’s PR Day

Susan Thomas Describes the Marketing and PR “Mash Up” and What it Takes to Succeed in a Public Relations Career

Trainer Communications, the premier provider of integrated marketing and high-tech public relations services that create global market leaders, today announced Susan Thomas, CEO of Trainer Communications, will be the keynote speaker for San Jose State’s PR Day on November 21, 2011. PR Day offers San Jose State University public relations students a chance to learn more about the industry and what it takes to work in public relations from top professionals in the field.

Thomas will discuss how the industry has begun to integrate public relations and marketing disciplines.  She will also offer tips towards securing a dream job.

“I’m honored to have the opportunity to share my passion for the industry and offer these students ideas that may support their career development,” said Susan Thomas. “We are experiencing an exciting era of growth and change created by global economic and technology circumstances, and this creates rich opportunity for students graduating in the next few years.” 

About San Jose State University’s School of Journalism and Mass Communications
Founded more than 70 years ago, the SJSU School of Journalism and Mass Communications is the largest of its kind in Northern California. We offer undergraduate degrees in advertising, journalism and public relations, as well as specialized sequences in reporting/editing, photojournalism, magazine journalism and broadcast journalism. Our graduate program also offers a Master's in Mass Communications.

October 19, 2011

Trainer Communications Vice President Selected to Judge 2011 PROTOS Award Entries

Orange County Chapter of the PRSA Set to Award Top PR Professionals and Organizations for Exceptional Campaigns and Achievements

Trainer Communications, a full-service public relations, integrated marketing, and social media agency serving the enterprise and consumer technology sectors, announced today that Vice President, Angela Griffo has been selected as a judge for  the 2011 PROTOS Awards hosted by the Orange County Chapter of the PRSA. Griffo will be among a panel of hand-selected judges recognized for their extensive PR knowledge to review and select finalists from the Cleveland, Ohio chapter of the PRSA.

“I am honored to be among the selected group to judge entries for the 2011 PROTOS Awards. Having won several awards myself throughout my career, I understand the amount of work and commitment that goes into a winning entry,” said Griffo. “As public relations professionals, we all work tirelessly and take pride in our efforts; it’s nice to be able to give back to our profession.”

The PROTOS awards were started in 1975 as a means of honoring the top members of the public relations community and their respective work. The awards have continued throughout the years and are now given out annually in recognition of the nation’s most elite public relations organizations and professionals. Recipients are noted to have established exceptional public relation campaigns and achievements.

July 26, 2011

Trainer Communications announced that we have been awarded the Award of Excellence in the creativity/use of special effects and animation category for the Nimsoft: Modern IT video. This marks the fourth national Videographer Award Trainer has received in the last five years. Addressing growing market demand for creative, compelling content creation to fuel social media and traditional media campaigns, Trainer has expanded its video practice to include animation offerings -- from ideation through turnkey production. Trainer clients leverage such creative content to generate thought-leadership opportunities and support sales initiatives.

June 22, 2011

Trainer Communications received a coveted 2011 Bronze Anvil Award from the Public Relations Society of America (PRSA) for within the Media Relations Business-to-Business category for its launch of Nimble Storage.  The category was judged on tactics, programs and events driven entirely by media relations for business to business. “I am pleased to award Trainer Communications with the PRSA Bronze Anvil Award, which recognizes the best practices in public relations tactics,” said PRSA Chair and CEO Rosanna M. Fiske, APR.

January, 2011

Trainer Communications announced that it received Platinum and Gold Marcom Awards from the International Association of Marketing & Communication Professionals.  The awards represent outstanding achievement by marketing and communication professionals who participate in one of the largest international creative competitions.

December, 2010

Trainer Communications and A3 Communications, the networked storage PR specialists, today announced the results of a survey of nearly 200 business and technology media across the US and Europe. The two agencies polled the media on their opinions about utilizing analyst firms to validate a vendor, and to gain insights into its products and market potential.

September 7, 2010

Trainer Communications announced that Susan Thomas, the agency's CEO and founder, was named the 2010 Women's Initiative Woman Entrepreneur of the Year for Pleasanton, California. Selected from a pool of nearly 600, Thomas is being honored for her leadership and positive contributions to the community, as well as her ability to advance her business through strategic and technological innovations.

June 29, 2010

Trainer Communications announced that the San Francisco Chapter of the Public Relations Society of America (PRSA-SF) has honored the agency with the Northern California Silver Anvil Award for "Best Integrated Consumer Product or Service Campaign." Trainer's winning Zazzle campaign, comprised of strategic top-tier business publication and holiday gift guide placements, and national consumer broadcast segments, resulted in billions of impressions worldwide. The Silver Anvil awards emcee Tom Vacar, an award-winning journalist for Channel 2 Fox News, made note that Trainer had earned the distinction of being the only company in the past 25 years to receive a perfect score by the judges.

June 15, 2010

Trainer Communications today announced that Bulldog Reporter, the PR industry's highest circulation trade journal, crowned Trainer Communications the "Best Small PR Agency of the Year." In addition to "agency of the year" recognition, Trainer also earned another 2010 Bulldog Award for "Best Campaign Under $100,000" saluting Trainer's PR innovation for its highly successful "Data Robotics Goes Pro campaign." The Bulldog Award is particularly prestigious by nature as it is judged exclusively by working journalists and bloggers. Trainer CEO Susan Thomas will be in New York City on June 30th to receive the award at the national awards ceremony.