What is Public Relations Part II

slide-1The previous article ended with the introduction of the media as one of the primary influencers in our adult lives.   Not that the media doesn’t have a profound and lasting influence on us as kids, but as we pull away from our primary authority figures, the media often has a powerful effect on us that were not always aware of.

Why?

Because.

It’s factual.

It’s reality.

It’s the news.

That is the perception.

Although, spend some time watching Fox news and then spend some time on MSNBC and you’ll see that the same facts can lead to very different conclusions.

So our perception of reality is subject not so much to the facts, but to the interpretation of the facts.

The way the story is told, is how we see the world.

The telling of the story is what frames and shapes our perception and creates our reality.

In essence, our stories and the stories we are told through the media help to shape and create our reality.

Which is precisely why public relations is so vitally important.

Effective public relations is effective storytelling.

The way you tell a story and shape a narrative affects how people, think, believe, act and behave.

In fact, all of us have been utilizing the basic tenants of PR throughout our lives.

We have all been weaving a personal story and creating a narrative; a way that we present ourselves to the world.

We are telling the story of our lives.

The same is true when it comes to our business or careers.

Steve Jobs was a master at creating his personal narrative and blend it with his business story.  Generally the public saw precisely what he wanted them to see.

He more than anyone illustrated the immense power of PR.

When it comes to business, politics, and careers, how you tell the story of your company, service or product, affects how clients, prospects and the public at large perceives you.

And the most powerful way to tell your story is through the media.

Why?

Because you’re not telling your story through an ad, or a commercial, or through personal online posts,

You’re telling your story through the press.

You are in effect,

The news!

And that makes all the difference.

Copyright © Anthony Mora 2013

What To Do Once You Land A Media Interview: Part 2

KELLY RIPA, MICHAEL STRAHAN (FILE PHOTO)In my last article, I reviewed some of the points to focus on when doing a media interview.  You’d be surprised at how many people spend time, money and effort into landing an interview, and then put very little, if any, time into preparing for when that coveted interview finally materializes.   That’s a mistake you don’t want to make.  An interview can quite literally be the springboard that launches a company, film, practice, service or product.  But to do so it has to be strategically approached.  It needs to be prepared for.  You need to know your talking points and practice delivering them.

In part one of What To Do Once You Land A Media Interview, I reviewed six points to keep in mind.  Some are obvious, but I’ve found that the obvious points are the ones that most clients tend to forget.  Why?  Because they seem so obvious.  So, never neglect the obvious.

Below are six more tips to review before doing any interview.  Some of these points seem to apply specifically to TV, but that’s not always the case.  Even if you’re doing a phone interview, keeping all of these tips in mind will help you deliver a strong impactful interview

7)  Lead with your most important points.  Interviews can be very short.  If you don’t lead with what’s important, you may have missed your chance.

8)  Breathe.  People have a tendency to hold their breath when nervous, which only creates more anxiety.  Remember to breathe.

9)  Smile.  I’ve seen more media opportunities ruined by people who have refused to smile during their interviews.  Looking grave does not make you appear more profound, it makes you look dull and somber.  Even if you’re doing a phone interview in your pajamas – smile.

10)  Listen.  Don’t anticipate questions.  Don’t think that you know what the interviewer is asking.  Wait until the question is asked and then respond.

11)  If you get momentarily confused, or lose your train of thought, that’s okay.  It happens to everyone.  Take a deep breath and start again.

12)  It’s alright to ask the interviewer to repeat a question.  The last thing you want to do is give an answer to a question you don’t fully understand.

Copyright © Anthony Mora 2013

The Secret to Marketing Benefits and Solutions

illuminativeWhen it comes to PR and marketing, the focus should not be on selling but on effectively communicating your solutions.  But even before that, before you get to your benefits and solutions, your prospects have to realize that they indeed have a problem that you can solve.

True, you want to focus on the benefits, not the features of your business.   But that’s not enough you can read a laundry list of benefits and leave a prospect bored and ready to walk.  Your prospects need to understand why they need the benefits your touting.  You have to speak in their language.  You need to explain why those benefits can be the solution to some of their biggest problems.

When we pitch the media, we have to look at our pitch from the editor’s or producer’s perspective.  If we don’t pitch towards their needs, the conversation is going to fall on deaf ears.  It’s the same with pitching a potential client.  Look at the situation from their perspective.  .

Your benefits and your features are important, but only if the person you’re talking to perceives that they are important to him or her.  If your prospects don’t perceive that you can solve their problems, you can give the most compelling pitch, but it will fall on deaf ears.

Keep in mind what they’re thinking and what their problems are.  Then illustrate how your service or product helps solve those problems.  Do that and, believe me, they’ll not only listen, they’ll take action.

Copyright © Anthony Mora 2013

I Tried Marketing & PR: It Didn’t Work!

My last article focused on how even the most well meaning PR advice can send you in the wrong direction.  You’re bound to run into some people who have had negative marketing experiences and will use their personal experiences to try and direct you in your business choices.  For example, I tried social media, it’s useless, or I tried direct marketing, it didn’t do a thing, or I tried PR, it didn’t work.  

The trouble with that type of advice is that it’s completely subjective.  You have no idea what they did or didn’t do, how much time they gave it, how targeted their approach was, etc.  When it comes to public relations, people often go in with little knowledge of how the process works and unrealistic expectations.  There are also times when the process actually is working, but it doesn’t fit in with how they expect the process to work, so they assume it’s simply a waste of time.  Let’s review some media relations issues that might be confronting, but still might not be what they appear.

Potential Media Relations Issues

  • For example, your favorite quotes were cut from your interview.
  • You didn’t like the photo they used.
  • The editor or producer forgot to mention where you’re located. It’s not all about you.  It’s not the story you were hoping for.
  • You feel like you didn’t come out looking like a rock star.

The bottom line is you and your business were covered in the media. Nine times out of ten the article is much better that you think it is, the trouble is that it’s about you so you’re hypersensitive.  If there is information that is blatantly wrong; for example, if the date, time of an event was reported incorrectly, you can politely call to set the record straight, but if you weren’t given the amount of time you felt you warranted, if you weren’t made the star, if other people were given more prominence than you, do not call the media to complain.

You’ve landed press coverage. You have the validation and credibility that being featured as a news story offers you.  Use whatever coverage you do get to get a better piece next time. You’re going to run into situations where the coverage you land isn’t going to be exactly what you were hoping for.  In those cases get rid of your preconceived ideas or expectations and focus on how to utilize the coverage you received.  You can make it work for you.

At times a journalist has a particular slant and only one or two of your quotes will fit.  That happens, but you can still utilize that coverage and (most importantly) keep in mind that this is simply one step in a PR process.   This can often be a helpful experience. You can do some homework and give them a more targeted interview next time. Make it a learning experience. Bottom line is that you make sure you utilize any coverage you get; realize that is the nature of the beast, and make it work for you.  Often it can build a relationship with a journalist that will lead to other interviews.  The one thing you want to make sure of is that you never call the media to complain that you weren’t given enough space or enough time, etc. They’re all learning experiences, and you go into the game knowing that.  But also realize that if you stick to your PR objectives, each step is a step closer to your ultimate goal.  That article that only had a one-sentence quote can help garner you a larger piece, which can lead to a TV segment, etc.  Public relations is a cumulative process.  It’s a journey a series of steps that is leading you to your goal.  So, when others tell you about their marketing woes, remember that is their experience, there are countless others who have built successful businesses effectively utilizing marketing and PR.

Copyright © Anthony Mora 2012

 

How The Rolling Stones Launched My PR Career

How did the Rolling Stones launch my career in public relations?  Glad you asked. We have to go back a few years to get the whole story.  When I was in high school, my sister’s boyfriend handled the music column for a small local newspaper.  Trouble was that whereas he liked going to concerts and doing interviews, he hated writing, which was where I came in.  I loved rock & roll almost as much as I loved writing.  So the deal was that if he agreed to let me tag along to concerts, I’d write the articles for him.  The first one was (and here’s where I start dating myself) the Yardbirds.  I was excited since, along with Hendrix, Jeff Beck was one of my guitar heroes.  But, as luck would have it, Jeff Beck missed the show and Jimmy Paige was the guitarist that day.  Although I’ve never forgiven Paige, that wasn’t a bad place to start my rock journalism career.  I wrote several articles as a ghostwriter and as time went on, I started to strike out on my own.  Over the years I was able to cover quite a few acts from the Yardbirds and the Kinks to Cream and Hendrix, to Dylan and Neil Young and later to X and Tom Petty; not bad work if you can get it.

These were the days of Cream, Circus, Rolling Stone, Trouser Press and hundreds of other small publications.  This pre-internet world was one of fanzines and paper publications, some glossy and others underground Xeroxed copies that were sold for next to nothing.  Although it wasn’t a way to get rich, rock journalism had its perks, not only did I get into concerts for free, I was given the best seats and was paid (well somewhat paid) to attend, then was allowed to pontificate about the experience.  And it never hurt to tell girls you were a rock journalist.  Who could argue with that?

Whereas the concert and album reviews were fun, the interviews were a different matter.  Meeting rocks stars was an interesting experience, but truth be told, I didn’t really care for the interview process.  Hearing about their relationship to their music was interesting, but listening to their views on social issues, politics or fashion had a tendency to lull me into a near catatonic state.
Eventually, I helped friends that were in bands get placements in media outlets.  Then their friend’s friends began coming to me for media advice and, before I knew it, I was able to make some money helping artists write bios, press releases and land media coverage.  Without knowing it, I was taking a crash course in publicity and media relations.  It was the beginning of a business, although I certainly didn’t view it as such at that time.

Then came my rock journalism day of reckoning.  I was scheduled to review a Rolling Stones concert and to interview them backstage.  This wasn’t an assignment, but it would have been an easy story to sell.  It was set up by a female photographer I knew (early on, I learned that working with female photographers was always a good way to get backstage and land interviews).  This was a big one.  You couldn’t get much bigger than the Stones.  Although I had seen them quite a few times, I’d never done so from back stage.  On the other hand, truth be told, I actually had little interest in the interview part.  Don’t get me wrong, it would have been cool to meet the Stones.  If it was a social situation, that could have been fun.  But I had done countless interviews and I knew the game.  The musicians were generally sick of doing interviews and the experience was usually a disappointing one with canned responses and the repetition of stories that had been told countless times.  Still, it was the Stones.  How was I going to pass that up?  I decided to take a nap before heading off and that nap changed my life course.  When I woke up, the concert was over, I had missed the interview.  I realized that if I was going to miss a Stones interview, my days as a rock journalist were numbered.
I stayed in journalism for a while, continuing to work as a contributing editor and eventually an editor-in-chief, but my Rolling Stones no show experience, set the stage for a career change.  After that I slowly started shifting my writing from journalism to fiction and my business model from freelance writer to PR consultant.  So, I can thank the Stones for launching my public relations career.

Copyright © Anthony Mora Communications 2012

 

 

Is September The Best Month to Launch a PR Campaign?

Is September really the best month to launch a PR campaign?  In a word, yes.  Depending on your needs and on your business, any month could be the best month to launch a campaign, but all things being equal, there is no better month than September to do your launch.  Well, to be honest, I’d probably suggest launching in August.  Having been a magazine editor I like to get a jump on things, just to make sure I’m prepared.  But, when it comes to the timing of a PR launch, September is probably the optimum month.  Why?

By September the monthly magazines are working on their holiday stories.  I used to be a magazine editor and we’d start on our holiday issues in August.  By the time the holidays rolled around, I felt as thought I’d already been there and done that.  If you have a product, service or business that you want highlighted during the holidays, or as part of a Christmas, or Hanukah story, you want to pitch your story no later than September.

The same goes for New Years stories.  If you have a beauty story, or a weight loss story, or a relationship pitch that you want to place as a New Years story, you better have your PR pitch go out no later than early September, or you’re going to be too late.

Also the new TV season launches in September.  If you’re looking to place you, your company or your business on a talk show or TV segment, September is the time to pitch.  The talk shows are just gearing up.  They don’t yet have a backlog and are more open to new ideas. September is your best chance to land a segment (well actually the last few weeks of August, but don’t tell anyone).

If you are going to pitch your story as a TV segment, remember that a TV-oriented public relations campaign has three primary components, you need to create a compelling visually-oriented story, be able to pitch it effectively and know who to pitch it to. Most people think they know which story or pitch will work for them, but they’re generally wrong.

The story about why your product or service is so good usually misses the mark because it’s not a story that meets the media’s needs, or connects with your target audience. You need to think like your customer thinks, more importantly, you need to think like a TV producer. You have to think backwards. What does your local TV news program, or the Today Show need? Study them. Make notes. Now give them a visually-oriented pitch that fills that need. Think in terms of personal stories, anecdotal stories that others can relate to, and talk in a language that the journalist you’re pitching will understand. When pitching a TV show, think visually, what can you offer that has a visual component. What can you come up with that would give them a compelling TV segment?  Remember it all comes down to pitching a compelling story.

So if you’re thinking of launching a PR campaign, regardless what the month or time of year, don’t wait.  Move on it, the sooner you launch the sooner you’ll reach more client and establish your brand.  But if it happens to be around August or September – LAUNCH NOW!

Copyright © Anthony Mora 2012

How To Ignite a PR Campaign & Land Media Coverage 


If you launch a PR campaign by pitching what you want, you might get some media coverage, but probably not much.  If you pitch what the media wants, you’re positioned to succeed.  So what does the media want?  The media wants informative, entertaining, educational, compelling stories.  They want strong stories that grab the attention of their readers viewers and listeners, but apart from that, to be perfectly honest, not even the media knows exactly what they want. They’re scrambling to find stories, just like you’re working to pitch them stories.  They are continually searching, looking for new stories, and working on new ideas, articles and segments.

If you think you know what the media wants, chances are you’re wrong.  You’re most likely focusing on what you want and hoping that the media reacts the same way.  But that’s where the disconnect comes in.  We’re generally so thrilled by our idea, project, company, product or service that we’re sure the rest of the world, particularly the media, will react the same way.  But, that’s not how it works.

A successful PR or media relations campaign does not work on wishful thinking.  To launch an effective public relations campaign you’re going to succeed only if you learn how the media thinks.  If you assume you know what they want, chances are your assumptions are going to be wrong.   You have to study, do your homework and review the various magazines, newspapers, TV shows and online media sites. When it comes to landing media coverage, the bottom line is delivering a good story, but, and I can’t repeat this enough, don’t assume because you find a story of interest, the media will like it as well.

Take time to review the various media outlets, study the formats, as well as the types of stories they’ve run in the past. In truth, apart from breaking news and celebrity train wrecks no one really knows what the media wants because what they want is constantly changing.

The best way to succeed is to think like a producer, think like a journalist. Study the particular print or electronic media you are targeting. Who is their target audience? What is the age range? Is it a male or female audience?   What segments or articles do they usually run? Now, keeping your business, product, service or talent in mind, what type of story would work?
When you want to pitch a story to the media pitch according to the media’s needs, not yours; remember that the story you’re convinced is the most fascinating story in the world, just might not meet with that same reaction in the media world. So be creative, give it a hook, an angle or an approach that is focused on the media’s needs. Turn it from a sales pitch into a news story.

Copyright © Anthony Mora 2012

Steinberg, Scott. “Matches” Photo. Mashable. 25 May 2012. 09 Aug 2012. <http://mashable.com/2012/05/25/crowdfunding-mistakes/>

 

Dark Knight Rises Shooting Aftermath

It’s difficult to know how to react after such a senseless horrific act as that in Aurora Colorado.  Nothing can compare to the loss of lives and the physical and emotional suffering that those in the theatre were forced to endure. Still, an act such as this has huge repercussions .

The film had some disturbing stories circulating before the shooting. Marahall Fine, who hasbeen a film critic for close to fifty years, serves as chairman of the New York Film Critics Circle, and has written for over a dozen respected publications, might well go down in film history as the one who gave “The Dark Knight Rises” its first bad review.  Not long after, his website crashed. He was assaulted with cruel, savage and profane comments directed towards Rotten Tomatoes (a website that lists film reviews) but primarily at him.  He reportedly received a number of death threats. Not that this in anyway compares to the massacre in Colorado, but it does illustrate how highly pitched the furor and emotions that surround this type of film can be.

So how do a studio and the film industry as a whole react to such a devestating event? Hollywood studios joined forces, agreeing to hold off on releasing their box-office reporting until Monday, due to the shootings. Theaters around the country will be beefing up security this weekend, with police in NYC and elsewhere promising increased security at screenings.  AMC Theaters, the country’s second-largest movie chain released a statement saying it would not allow costumed fans or face-covered masks into its theaters.

Warner Bros. rushed to react to the tragedy, immediately canceling a Friday night premiere in Paris. It also canceled the other red-carpet events that had been scheduled over the weekend in Mexico City and Tokyo. The Finnish film industry canceled much of its marketing campaign for “The Dark Knight Rises” because of the shootings.

Warner Brothers also pulled trailers from its upcoming film “Gangster Squad” from theaters. The trailer of the film, which stars Sean Penn and Ryan Gosling, eerily includes a scene of mobsters firing into a crowded movie theater from behind the screen.

The studio rushed to react to the tragedy. Dan Fellman, head of distribution for Warner Bros., said he had been up since 4 a.m. making calls. “Everybody is very saddened by the event. We were obviously looking for a very happy occasion for us,” Fellman said. “It’s a difficult way to begin. We’re just more concerned now with the well-being of those that were injured, of course.” The studio had no further comment on whether screenings might be canceled or precautions taken.

According to Variety’s Josh Dickey, the studio is not considering pulling screenings.  Nor should they.  Not because of the financial investment, or for business concerns, but for the public.  It’s important to forge on and live our lives. It will help to normalize things and allow the healing process to begin.

This was a savage senseless act and one that impacts us all.  How this will affect the movie going experience from here on in, is hard to know.  Warner Brothers can take the lead in helping to facilitate communication during this time.  It needs to show that dealing with the issues surrounding this tragedy is the primary concern, and that the box-office and ticket sales come in a distant second.

Copyright © Anthony Mora 2012

“Christian Bale visits with a shooting victim at the Medical Center of Aurora on Tuesday, July 24.” Photo. Los Angeles Times. 24 July 2012. 24 July 2012. <http://www.latimes.com/entertainment/gossip/la-et-mg-christian-bale-visits-aurora-victims,0,5413315.story&gt;

Cold Calling in Reverse: A Unique Approach to Signing Clients & Selling Products

You know what it’s like, you have your list (which you’ve either put together on your own- spending a lot of your time, or you’ve purchased one, spending a lot of your money) and you’ve practiced your pitch.  Now it’s time to pick up the phone and start making the calls.  Off you go trolling for clients, hoping to turn a cold call into a warm prospect into a paying client or customer.  It’s not easy.  It’s actually one of the toughest parts of business.  Keeping the pipeline filled with warm prospects is never an easy task, and cold calling is only one approach.  What if there was a way to get prospective clients to call or email you?  A dream?  Nope, it’s possible.

Media relations is a unique form of marketing. Unlike advertising or direct marketing, with public relations you can’t pick and choose specific outlets and dates that your story or segment will run – that is the challenge of PR. Yet, on the other hand, when a news story does run on you or your business, you are positioned in a unique and powerful way. A feature in a magazine or newspaper or a segment on TV or radio positions you as an expert and positions your company or product as a news story. That type of coverage offers you validation and credibility that no amount of advertising can buy. With PR you reach your target market and build your brand via the media.

Now combine traditional public relations with a social media approach. The lines between traditional PR and social media are blurring.  Land a story in a traditional magazine or newspaper and chances are that media outlet will have an online presence.  With that one move you’re suddenly edging closer to the social media world.  All you need to do is tweet the link or post it on Facebook and there you go, a traditional media campaign has now melded with a social media campaign. On the other hand, an interesting social media campaign can grab the attention of a magazine, newspaper or TV show and a social media phenomenon can become a mainstream news story.  It’s a two way highway and one that if worked well, can be an amazingly effective approach.

Marketing-wise, social media is opening new worlds of possibilities.  By combining your social media strategy with a traditional PR campaign you can create a powerful two-pronged approach which results in more followers, more buzz, more customers and more business. Also social media is a great example of how people can create conversion through conversation. It is also an avenue that can be used to transform public relations into personal relationships in order to build and grow a brand and a business.

The best part of this blended approach to marketing is that instead of you making cold calls to interest prospects, suddenly the phone rings and emails show up from prospects wanting to talk to you.  That’s always a nice conversation.

Copyright © Anthony Mora 2012

Alice Cooper, Pat Benatar PR- & You

I began in the media world as a freelance writer.  My focus was on music, primarily rock.  I learned how the PR and marketing machines worked, but also learned how working with their teams, rock acts formed their own brands and created their own legends.  For example, two of the rock stars I interviewed, Alice Cooper and Pat Benatar and Kate took very different paths and approaches, but both created an image and a brand that defined them, and made them quite a bit of money.

Alice (Vincent Damon Furnier) had perhaps the most fun of any rock star with his mage, paving the way for KISS and a plethora of shock rock bands.  The band was the house band at the Whiskey on the Sunset Strip and became the band to walk out on (something I had to admit to Alice that I had done myself).  As the image and act grew, he added guillotines, electric chairs, fake blood, boa constrictors, and baby dolls to his act, drawing on a number of  influences from horror films, and vaudeville acts, to the more theatrical Broadway musicals.  He pioneered an over-the-top, theatrical and uber violent brand of heavy metal created to shock and rock.  In person, Alice is a fun, funny amiable guy, who talks about his alter ego with a wink and a smile.

Not as over the top as Alice, Benatar created her own alter ego.  Initially Benatar’s focus was on classical and Broadway theatrical styles. Rock did not seem to be in the cards.  Inspired by Liza Millelli she quit her job as a bank teller and decided to give a singing career a stab.  Yet, Out of that Pat Benatar the rock sex goddess was born, which lead to two multi platinum albums and decades of success.  Again this was a case of creating a brand, an image and turning that brand into a career and an amazingly successful business.

You might think you have nothing in common with Alice Copper or Pat Benatar, but (surprise) you’re wrong.  Chances are you’re not launching a new rock act (then again maybe you are), but the basic gameplan of creating a brand and an image is the same whether you’re an entertainer, an entrepreneur, a physician, an attorney, a jeweler, or the owner of a new social media site.  You want to establish your brand.  You want to create that message, story and image that is specifically you and that separates you from the competition.  Your brand and story can be loud and carnival like or extremely subtle and sophisticated.  It depends on you and your company.   You’re image probably won’t have much to do with spandex, guillotines, or over the top make up.  Then again, if it does – use it!

Copyright © Anthony Mora 2012

 Ochs, Michael. “Alice Cooper.” Photo. Rolling Stone. 02 May 2012. <http://www.rollingstone.com/music/artists/alice-cooper>

Who Benefits Most From PR and Media Relations?

One huge mistake when it comes to PR and media relations is thinking that it only helps those that are already established. For example, in the entertainment industry only George Clooney of Jennifer Aniston need PR, or in the business world only Apple and Google can really benefit from a public relations outreach, or in medical arena, only the Mayo Clinic or Johns Hopkins School of Medicine can take advantage of PR and media coverage.  Whereas it’s true that all those listed can and do take full advantage of concerted PR campaigns, it is perhaps even truer that those actors, companies or physicians who are up-and-coming can benefit even more.

Those that I listed above need PR to keep their image strong, but those that have yet to become known in the media are the ones who truly need the poser of PR.  They’re the ones who need to establish themselves in the market, as experts in their fields, and need to reach their clients and customers.  Apple, or Clooney or the Mayo Clinic don’t need to actively pitch their stories as they did before.  The media know to come to them.  Their job is mainly to screen requests and when they have a new story to tell, to alert the appropriate media contacts and set up stories.  It’s the newer companies, or those who have never utilized PR in the past that need to court the media and actively pitch their stories.

Ever wonder how the Clooney’s, Google’s and others got to where they are?  Hard work, talent, expertise, great products-  and plenty of media exposure.  None of these would be at the top of their fields without hundreds of stories in the media including TV, newspapers, magazines and radio.

PR can be like money; those that need it the least get it the most.  That’s why public relations is so vitally important for companies that want to grow, reach their target market, and land more clients or customers.  PR offers the validation and credibility of being featured in the news.  It presents entrepreneurs and companies as premiere in the field.  It opens doors, builds businesses and establishes brands.

So, don’t make the mistake of thinking that your company or business or career isn’t big or important enough for PR.  In fact it’s the opposite that’s true.  Instead of waiting to become big or successful enough to warrant PR, use a creative public relations campaign to transform your business into that successful company you’ve been dreaming of building.

Copyright © Anthony Mora 2012

Getty Images. “George Clooney.” Photo. IndiWo. 25 Feb 2008. 11 Apr 2012. <http://indiwo.in.com/india/features/entertainment-life/in-pics-oscars-2008-hot-men-on-the-red-carpet/30631/0&gt;

“Apple logo.” Photo. Forbes. 13 May 2011. 11 Apr. 2012. <http://www.forbes.com/sites/ericsavitz/2011/05/13/apple-analyst-says-no-lte-in-iphone-5-to-add-sprint-t-mobile/&gt;

“Google Building.” Photo. The Inquisitr. 11 Nov 2012. 11 Apr. 2012. <http://www.inquisitr.com/89991/google-fires-raise-tipster/&gt;

“Mayo Clinic: Defend Your Corporate Identity.” Photo. Bloomberg Businessweek. 11 Apr 2012. <http://images.businessweek.com/ss/09/10/1006_twitterville/17.htm&gt;

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