For social media marketers, a publicly owned Facebook portends change. The challenge for us all is trying to stay ahead of what is coming so we can position our companies and clients to best reap any marketing manna that may come from it. The opposite of that is true as well: Making sure the money and time spent on promoting products and services on Facebook is not wasted due to new rules, design changes, privacy settings or any other possible changes on a long list.

One thing is clear: Shareholders will demand returns. There has been a lot of speculation about where the company will turn to for revenue. Some have suggested charging a minimal fee to all Facebook users. Others say that Facebook will charge a fee to keep user data private. Would you pay? The most likely scenario, at least initially, is Facebook finding additional ways to charge companies who use the social network to market their wares.

You never know when is the perfect time to launch any marketing campaign, social media-focused or otherwise. When it comes to Facebook, we have to anticipate a shift in how the company operates. Facebook users tend to be a grumpy bunch when Mark Zuckerberg tries something new (Timeline, anyone). There will be some grouches, for sure, as Facebook adapts to its new world order.  Some of them will undoubedtly come from the ranks of social media marketers.

How do you think Facebook will change as a publicly traded company?

Pinterest is the new kid on the social media block – and widely popular. It operates much like a virtual pin board. Users can upload, sort, save and manage photos, videos and other content on pages known as pinboards. Users add content by “pinning it” to a board using a “Pin It” button. A pin can be any image, video or other content added to a board.

Pinterest just surpassed LinkedIn as the number three social media website, behind Facebook and Twitter with more than 104 million website visitors  last month. So many businesses are rushing to get onto Pinterest.

With some forethought many companies may find they have all the Pinterest content that they need already in place. It’s a matter of getting creative with the newsletter you’re already putting out (you use images for those, no?) or getting a few extra interesting photos from a photo shoot already scheduled. Think visual, look around existing campaigns and you can find fodder for Pinterest.

But keep in mind, just like you don’t want to take content in a Tweet and cut-and-paste onto Facebook, or don’t put up the same post on LinkedIn and Facebook, you simply just can’t take an image designed for a newsletter and pin it. (That is, unless it’s a stunning image.) The image has to be interesting and relay your message.

For example, retailers can use existing coupon programs and pin coupons on the appropriate boards. Recipes with stellar food photography work well on Pinterest and can help drive traffic back to your website. Infographics also are a natural for Pinterest, and can be used in other collateral materials as well.

In many cases, there’s no need to start recreating visuals just for Pinterest. It’s a matter of understanding the nature of the latest social media offering and learning how you can best use it to convey key messages, drive traffic to your website and, in the end, increase sales.

How do you think Pinterest can impact your business?

In the public relations business, our job is to effectively convey our clients’ news and message points to media, and ultimately, the public.  But with all of the competing news, announcements, press releases and publicity stunts happening simultaneously, sometimes it takes persistence to cut through the clutter on a reporter’s desk.

Recently, our entire team rolled up its sleeves for one of our largest clients.  Everyone was engaged, calling and pitching editors and reporters and emailing targeted media outlets ranging from top-tier national news organizations to local newspapers, blogs and more.

A phone call to an online editor at a national publication that covers a wide-range of small business stories halted me in my tracks: “I’m not sure I’m going to cover this,” she said.  Instead of thanking her for her time and moving on, I did some additional digging. I asked: Why not?

I learned what type of story the reporter preferred to cover. So I took that information and did some reporting of my own to identify campaigns similar to that of our client and presented them together to the reporter as a trend story idea.

To make a long story short, the story ran and our client was thrilled — and even pointed out that they were pleased to be in the same company as the other well-known companies mentioned in the article — a win-win!

Whether it’s a reporter, a new client or long-time customer, the act of asking a simple question can open up other opportunities that maybe you hadn’t thought about before. It’s about being persistent and working toward providing a reporter, customer or client with exactly what they need and how they need it.

How has persistence paid off for you?

An event is no longer a singular term – at least in the nonprofit arena.

A gala, for example, can sometimes be misconstrued as a one-time only occasion, with all of a nonprofit’s objectives and goals tied to it. Nowadays, galas include a series of pre-gala mini events, such as luncheons, fashion shows, mixers and cocktail parties. Each one of these provides opportunities to communicate an organization’s mission and key messages, leading to increased awareness and support.

To illustrate, we recently worked with the American Heart Association on its Stroke Awareness Luncheon, with actor and author, Kevin Sorbo, the star in the TV show “Hercules,” who was a wonderful celebrity guest speaker, openly sharing his first-hand experience with stroke. This was a strategic event designed to build awareness and generate support for the American Heart Association’s 57^th Annual Palm Beach Heart Ball. In fact, it was the final in a series of pre-Heart Ball events.

It doesn’t end there, however. For each of these events, Tilson PR generated media coverage leading up to the main event, ensuring maximum publicity, exposure, impression numbers and, ultimately, ticket sales. With our efforts, the luncheon became much more than just a celebrity appearance. It became a meaningful way to communicate the association’s mission and an exciting entrée to the Gala.

Implement rEVENTion next time you’re planning a major fundraising event and share your results with us.

More than 111 million people tuned into Fox last year to watch the Super Bowl – making it a record breaking TV event, according to the Nielsen ratings. A massive audience is expected for this year’s big game as well.

No matter who you are rooting for, the Giants or the Patriots, one lesson moving forward for brands is that the famous Super Bowl ads are no longer just about unveiling them during the game. The New York Times just wrote an article about the changing landscape that includes a much bigger dose of public relations.

Facebook, Twitter and YouTube have changed the rules of the game by allowing Super Bowl ads to be about more than a single event. Brands are embracing social networks to extend their message and interact with customers and clients.

Media outlets are covering the making of the ads, the creativity, the pressure and price behind creating a hit, and after the game the analysis of who had the best ads. It produces excellent opportunities for clients to get in the news. Major media outlets devote coverage to the ad race almost as much as they do the game. (OK, that may be stretch. But they do get a lot of coverage.)Even small businesses with no connection whatsoever to sports can get into the game. There are plenty of people who are not football fans that will be looking for something to do other than watch the game. Social media channels are filled with anti-Super Bowl parties and promotions.

For marketers, the new paradigm is not to wait for Super Bowl Sunday to air your ad or run your promotion. It’s all about going viral and social before kickoff. Social media and PR now play a much bigger role in promoting your brand around the annual game.

We all have to learn to think beyond the coin toss and the final score. What are some of your ideas for promoting a Super Bowl ad or anti-Super Bowl promotion?

For as long as I can remember, E! News has been a part of my regularly scheduled programming. I stay informed on the latest celebrity campaigns, entertainment news and yes, even the latest on celebrity breakups.

PR professionals have been working with celebrities and brands on publicity campaigns for years. Some partnerships are amazing and others are, well, not. Several of our clients have come to us for recommendations on what celebrities they should consider using in publicity campaigns.

As PR professionals, part of our job is to constantly be in the know of pop culture and the entertainment industry. This not only helps us with strategic thinking when it comes to developing PR stunts, campaigns and more, but it helps us recommend the best candidate for our client’s needs.

A celebrity’s likability and beliefs are huge factors in determining whether they should be linked to a brand. When clients ask for our take on a particular celebrity, we have to be prepared to answer the questions, such as who, what, where and why.

Who is this celebrity? What projects and movies has he/she been involved in that have catapulted him/her to stardom? Where are they located and why should this celebrity be picked to represent our client?

I love answering these questions because not only does it come naturally to me, but I can help a client defer from the “Lindsay Lohans” of the world. Yes, we know celebrities are famous, but it’s not OK if someone who’s representing our client receives too much negative press.

Who knew watching E! News would pay off in the long run?

Paula Deen encountered public backlash when her announcement that she’s had diabetes for the last three years, a very serious disease that affects millions of Americans, came on the heels of her publicizing that she is going to be a spokeswoman for a pharmaceutical company – the one that makes her diabetes medicine. To make matters worse, her son launched a new cookbook with healthier versions of her traditional, fat-laden southern recipes right around the same time. Suddenly, the celebrity chef, who is known for using larger amounts sugar and butter in everything – a cheeseburger between two doughnuts anyone? – looked like she was trying to pull one over on the public, especially to her large base of loyal supporters.

The question here is: How can a sticky situation such as this not only be rectified, but turned into a positive and get Paula, or any person, back into the good graces of their once adoring public?

The answer is: Positioning! This is what public relations professionals do in such situations ….

Every PR crisis hits a critical point where you can fix it (quickly), or it will spiral out of control. Good PR pros understand how to handle such situations – thus controlling the outcome. In this case for example, Ms. Deen should announce that she will donate 50 percent of what she is being paid to endorse her diabetes medicine to a recognized national charity for diabetes research.

While she might lose some revenue, she would maintain her reputation, which should always be a top priority. Public relations is as much about reputation management and crisis communication as it is about consistent and targeted media outreach for all the good things our clients do – it just depends on the day!

That doesn’t mean small business owners haven’t felt the economic squeeze over the last several years. Sixty percent of those surveyed said they changed their sales and marketing efforts as a direct result of the U.S. economy.  The survey showed that small business owners are using less traditional media (29 percent) and more viral marketing and word-of-mouth (33 percent) as compared to the previous year.

Staples asked: What could help? The answer: 52 percent of small business owners revealed they would grow their business through advertising and direct marketing if they had a larger marketing budget.  The survey found that two-thirds (66 percent) of small business owners have some type of marketing and advertising budget for 2012 that average just over $2,000.

To help small business, Staples launched the “Give Your Small Business the Push It Needs” contest that will award five small businesses up to $50,000 each in free local television advertising. Talk about a boost.

To enter, small businesses can submit a 15-second video about their company on Staples’ Facebook page.  Five small businesses will be chosen to receive 15-seconds of advertising in a 30-second Staples television ad to run in their local market.  The prize package is valued at up to $50,000 worth and includes $500 in Staples Copy and Print or Staples EasyTech™ services.  The company is giving winners a choice of either $50,000 in advertising or $40,000 in advertising plus $10,000 in cash.

“Successfully marketing your small business is the life blood of any company, but with limited budgets, entrepreneurs must be creative and resourceful,” said Rieva Lesonsky, CEO and President, Grow Biz Media/SmallBizDaily.com. “Any marketing boost that they receive from a program such as the Staples ‘Give Your Small Business the Push It Needs” can make all the difference in the world, especially in the current business climate.”

The bottom line: Who can’t use an extra $50,000 to put toward their business. Good luck to everyone who’s rushing to click on that Staples’ Facebook page.

No matter what type of product or service you provide, you can find a way to help, and not just by donating money. That’s the easy way out, and lets you off the hook. Many organizations need man power.

Getting involved can mean a range of different things to different businesses. Maybe you can help plan a community fund raising event. By doing so, your business, in turn, will get great exposure. You can encourage employees to attend to show their support or your company can provide its services pro-bono. Donate breakfast. Print their brochures. The options are endless and can lead to limitless opportunities.

New business may arise from it, the community will be more aware of what you do and can provide, and the all-important business relationships can be forged. Participating also can gain your company positive word-of-mouth exposure – nothing sells your business, product or service better than that. Many business owners believe in the adage “do well by doing good” for a reason.

So get your company involved with the resources and time you have available! Do what you can to support your local community. It will come back to you many times over in many ways. Some call it “enlightened self-interest,” and there’s nothing wrong with that.

How does your company give back?

The beginning of any New Year is the time many of us get to thinking about resolutions.  Sure, it’s easy to make them. But how can resolutions become important enough to keep, and help businesses continue to grow during the year

Inspired by our firm president, 2012 has become the ‘Year of Intentions’ at Tilson PR, bridging peace, prosperity and possibility together to bring the firm and all of our clients to greatness.  Any company can focus on the following three topics to build their business, increase their bottom line and inspire everyone on their team.

Peace – This sentiment doesn’t end after the holidays.  With inner peace comes creative energy and harmony, and there’s nothing better than that when trying to inspire your team.  Pursue inner peace with people by focusing on facts and not emotions, offering encouragement to others and diminishing negative thoughts and energy.

Prosperity – Prosperity means to flourish and can be applied to wealth, health, realtionships, education and more.  Set goals in each category and strive to meet them.  Writing down goals and putting them in a visible spot helps us to keep focused on them in order to meet and surpass them.

Possibility – Perhaps the biggest motivator is the possibility of what can be achieved by setting goals, staying focused and positive, and following through.  Whether the goal is to increase Twitter followers, ramp up social media presence, sell more widgets or launch a new division of the company, anything is possible with the right attitude and of course, attainable goals.