Tag Archives: Franco Public Relations

Franco on the Town – February Edition

 

February – networking, silly selfies and good food.

Some of the Franco crew getting a taste of the new Granite City Food & Brewery Detroit with lunch during mock service.

Franco at Granite City Food & Brewery Detroit

 

Franco team member and IABC Detroit President Elect, Andrea Kenski, grabs a selfie with a neat Mayan statue during the International Association of Business Communicators Leadership Institute in Los Angeles.

Andrea Kenski IABC President

 

Joe Ferlito (back row center) at a private event for STEM-students at the Michigan Science Center to discuss STEM-related careers in racing and promote Comerica Bank Free Prix Day.

Joe Ferlito Michigan Science Center STEM Presentation

 

Sasha, Sarah, Ashley, Lori, Joe and Marie grab a quick lunch at the new Granite City Food & Brewery Detroit.

Franco Team at Granite City Detroit

 

Ann Marie (left corner) represents Franco at the Wayne State PRSSA LinkedIn/resume building panel discussion and workshop.

Ann Marie Fortunate Wayne State PRSSA Resume Workshop

Photo credit: Christiana Lumaj, Wayne State PRSSA

Dear Franco, We Love You

 

Franco Love Poem

“I love working at Franco because of the interesting design opportunities it gives me. I work with such a wide variety of clients that each day is different and unique.”

Ashley Dupuy, designer

“I love our account mix because it provides such a variety of opportunities and allows us to keep up on a wide-range of skills on a daily basis. And of course I love the people and working with a group of such talented team members.”

Joe Ferlito, account manager

View from Franco PR office in GMRENCEN

“I love seeing the Detroit River from our 10th floor GMRENCEN offices. The way it sparkles in the sunshine is magical. And it’s so impressive at sunrise and sunset.”

Pat Adanti-Joy, vice president

“My job rocks! I work with amazing clients, especially my non-profit clients. I love being able to go home after a long day of work knowing that I’m making a difference in the lives of others.”

Andrea Kenski, senior account executive

“I love Franco because of the great clients we get to work with – especially the ones with strong, local roots that allow us to support other exciting organizations in Detroit. For example, Buddy’s Pizza’s recent Motown Fridays campaign with Motown Museum, another Detroit original. Or the Belle Isle Conservancy’s work with the Chevrolet Detroit Belle Isle Grand Prix.”

Sarah Kornacki, assistant account executive

“I love that it’s very easy to make tough decisions at Franco — you do the right thing. Not the easiest thing or the most profitable thing or what’s best for you or the agency, but the right thing.”

John C. Mozena, account director

Mary Parkinson and her Cheez-Its

“I love working at Franco because the office is ALWAYS stuffed with snacks. With early morning interviews or evening client events, food can be a lifesaver to keeping our energy up. Cheez-it anyone?”

Mary Parkinson, assistant account executive

“I love Franco for being right in the heart of Detroit. And Lori Cook.”

Sasha Reeves, assistant account executive

“The culture: After coming back to Franco for a second time, I can sincerely say that working here is like nothing else I’ve experienced. We empower our team to make decisions and everyone is incredibly supportive. I’ve been surrounded by wonderful mentors both times I’ve worked at Franco.”

Elizabeth Robbins-Sabourin, account manager

“Why do I love Franco? Franco has been my home for the last five years. During my time here, I’ve worked with some of the industry’s most talented professionals and picked up skills I couldn’t learn anywhere else. Through it all, good, bad and ugly, team Franco supports itself. We’re there for each other. Through and through, we work together to make it happen, whatever it may be at any given time. It’s been an honor to be a part of this team, and I’m looking forward to all the exciting things to come. AND…we love our Lori. Everyone needs an office mom, and ours is the best!”

Marie Stawasz, senior account executive

Marie, Erica and Sasha with their blankets

Marie, Erica and Sasha aka the “Office Blanket People”

“My Franco family doesn’t judge me (most of the time) for the bajillion blankets I keep at my desk and am often seen bundled in at various locations around the office.”

Erica Swoish, account executive

Franco Heart

Frozen Fish Fiasco, Team STAHLS’ and Tales of a Gordie Howe Hat Trick

I grew up playing hockey, but after trading in my skates for office life, I never thought I’d play a meaningful game again. Turns out, I was wrong.

I emerged from hockey retirement and laced up my skates to support Team STAHLS’ as we faced off against the Detroit Red Wings Alumni team for a charity game. It was arguably the biggest game during the Frozen Fish Fiasco weekend benefiting Clark Park, the home of the only regulation-sized outdoor ice hockey rink in metro Detroit.

STAHLS’ is the leading international manufacturer, distributor and direct supplier of garment decoration equipment and materials – from small businesses and entrepreneurs to pro sports leagues, including the NHL, NFL, NBA and MLB – so it wasn’t a surprise that they enlisted Mark Wells, gold medal winner from the 1980 “Miracle on Ice” U.S. Olympic hockey team as head coach for Team STAHLS’.

If anyone could coach us to a win against the heavily-favored Red Wings, it was him. We held four team practices, where Coach Wells channeled his inner Herb Brooks to help get us in shape and ready for the game, but none of us could prepare for playing outdoors on a sunny 50 degree day with the Ambassador Bridge in the background. The 50-minute game went by quickly and all of us savored every minute playing against retired professionals that we grew up watching in the big leagues – Darren McCarty, Mickey Redmond and Peter Klima to name a few.

Ferlito and Redmond STAHLs' vs. Red Wings Alumni

It was truly a surreal experience and the STAHLS’ team hung in there with the pros. We lost 9-8, but it was a close game throughout. I scored a goal and an assist, and I may or may not have been the reason why Darren McCarty decided to “fight” the Team STAHLS’ bench.

Darren McCarty jumps into STAHLS' bench at Frozen Fish Fiasco

Since Darren jumped over the boards right onto me, I guess that makes it a goal, an assist and a fight – a Gordie Howe hat trick.

Ferlito nd McCarty STAHLs' vs Detroit Red Wings Alumni

Good news! Darren didn’t hold anything against me and was gracious enough to stick around for a photo after the game.

If you missed the game, you can catch the highlights on Fox Sports Detroit. A list of upcoming show times can be found here.

And if you are feeling generous, donations can be made to support Clark Park at http://frozenfishfiasco.com/.

 

Joe Ferlito is an account manager at Franco Public Relations Group. You can reach him at (313) 567-5031 or ferlito@franco.com.

 

Media Tips for Small Businesses

While marketing and public relations can be beneficial to businesses of all sizes, sometimes smaller businesses and startups aren’t quite sure where to start. We’ve all been there and you have to start somewhere, right?

Joe

Franco account manager, Joe Ferlito holds the microphone during a television interview with NextEnergy President and CEO, Jean Redfield.

Recently NextEnergy – one of the nation’s leading accelerators of advanced energy and transportation technologies, businesses and industries – reached out to me to contribute a guest blog offering tips about getting started with media relations for small businesses.

The full blog can be found here.

Joe Ferlito is an account manager at Franco Public Relations Group. You can reach him at (313) 567-5031 or ferlito@franco.com.

5 Things I Learned About Detroit During the #DXFChallenge

The Detroit Experience Factory hosted their second annual #DXFchallenge this summer. As a newbie to Detroit, I was convinced to take on the challenge alongside our social media expert, Alex Fulbright. (She lives in the D and was a great guide to navigate the bars and eateries on the list.)

Let me break it down. There is a beautiful list the Detroit Experience Factory compiles of all the bars and eateries in Detroit, this year’s round-up had 303. The challenge is to visit as many of them as possible between June 1 and August 31. As you visit and make a purchase, you must take a photo at the establishment and post it to Instagram with the hashtag #DXFchallenge.

Is it the cheapest activity to do in the D? Probably not. Nevertheless, it was probably the most fun. Not to mention, I learned a lot along the way!

  1. The Food

If you didn’t know already, Detroit has got it going on when it comes to the eats. Midwesterners take their food seriously, and Detroit is no exception.

SR1

(L) Small Plates pretty much changed my life. The selection is incredible and the food is out of this world. I’m a sucker for Chicken & Waffles, and oh man, did they deliver. (R) For some lighter fare that doesn’t require a dress or stretchy pants, The Brooklyn Street Local serves up an amazing kale salad and has a quaint outdoor seating area perfect for lunchtime.

 

  1. The Drinks

Weekdays are for happy hours, right? Okay, maybe not. But they sure make the week a little more fun. The Motor City is rocking the bar scene right now. Whether you’re into craft beer or craft cocktails, you can wet your whistle with some of the best drinks right here in Detroit.

SR2

(L) We were lucky to catch Detroit City Distillery in Eastern Market during their Summer of Gin and tried four of the six limited-edition gins created in celebration of the season. (M) I even got my out-of-town boyfriend in on the fun; we enjoyed fresh beer out of mason jars at Batch Brewing Company in Midtown. (R) Alex and I visited Townhouse Detroit during their opening week to see what all the rage was about, and we were not disappointed by their signature cocktails and atmosphere.

Perhaps you’re looking for something to start the day with. Good news, Detroit has that too!

SR3

(L) Great Lakes Coffee will rock your socks with their unique lavender latte. Yes, you read that right, lavender latte; and you just will not understand the hype until you try it for yourself. Do it. (R) I needed an afternoon pick-me-up one day and headed to Roasting Plant Detroit. Not only do they carry premium coffee, they have an awesome set up to spruce your coffee just the way you like. Beer taps for creamers – brilliant. They also have cookie dough shots – uncooked dough balls with chunks of dark chocolate, and that is reason enough for me to visit any establishment.

 

  1. The Sweets

I’m a sucker for anything loaded with sugar, chocolate and deliciousness. This worked out in my favor, because Detroit has a plethora of sweet treats to offer.

SR4

(L) I ordered banana and coconut gelato at Krema and it was seriously magical, like lying on the white sands of a Caribbean beach magical. (M) I’ll admit, I’m a bit of a snob when it comes to macaroons because I had my very first one in France, the motherland of macaroons. I’m here to tell you that Astoria gives the French a run for their money. They also make a mean cannoli. I have no self-control in Astoria. (R) Bon Bon Bon offers uniquely flavored handcrafted chocolates. This is the REAL box of chocolate. Each one is packaged in a tiny cute box ready to be enjoyed at your convenience. In the picture, I purchased #41- Whiskey Lullabye (whiskey caramel, chamomile dark chocolate ganache and candied chamomile – also known as complete perfection.)

 

  1. The Pride

The people in Detroit LOVE Detroit. The feeling of resurgence and excitement in the city is infectious. I feel it at any Detroit game, strolling the Detroit Riverwalk, picking up lunch or grabbing a drink with friends; it’s everywhere. People working, living and enjoying the Motor City are proud to call it home. Detroiters also just happen to be the best people in the Midwest.

SR5

(L) This photo includes two young professionals that Detroit claimed from NYC, as well as two wonderful people that make the fun happen at Detroit Experience Factory. It was at Wright & Company that I tried a cocktail truly unlike any other, The Diablo. It’s not on the menu, but if you enjoy tequila and a spicy kick, this is for you. (M) Kate bought tickets to this Detroit Experience Factory bar tour for her mom, Pat. They live in metro Detroit but Pat had wanted to explore downtown and the bar tour was the perfect place to do it. The Cornerstone Barrel House has an outstanding whiskey selection, I recommend trying a classic whiskey sour made with Traverse City Whiskey Cherry. (R) My friend, my boyfriend and I enjoyed beers before a Detroit Tiger’s game in Greektown. The Detroiter has some awesome happy hour appetizer specials, and honestly, could the name be more perfect?

 

  1. The Fun

As the pictures show, it’s no secret that I’ve had fun. I came to Detroit from a tiny college town in the middle of nowhere Michigan. I could have chosen any city. However, when the opportunity came to work in Detroit, I couldn’t pass it up. Detroit has it all! Great teams (the Lions may not apply), delicious food, tasty drinks, a multitude of theatres to enjoy a show, incredible local shops, hard working professionals; it’s all here. I could come into Detroit any day or night of the week and there would be something fun happening somewhere.

SR6

(L) One of my favorite friends got married this summer. We spent her bachelorette party frolicking downtown Detroit and having too much fun with every stop along the way. We learned that Punch Bowl Social does indeed have punch bowls. (M) I HAMMed it up as much as I could to keep the pictures interesting as not to bore my followers. The Old Miami in Midtown has a backyard that feels like your own. Sometimes cheap beer and kicking it on a deck is just what the doctor ordered. (R) More often than not, the challenge gave me a chance to hang out with co-workers outside of work. A short walk from the office took us many places. This day, we enjoyed drinks while we soaked up some of the summer sun at Checker Bar in Cadillac Square.

 

Since starting to work in Detroit, this challenge has brought me some of my favorite memories so far. The city is pulsating with new and fun experiences to be had.

What are some of your favorite Detroit bars and eateries? Share in the comment section below! I am always up for a new place to try.

Sasha Reeves is an assistant account executive at Franco Public Relations Group. You can reach her at (313) 567-5090 or sreeves@franco.com. Follow her on Twitter @sasha_reeves.

Franco by the Hour: PR Pros take on events from Detroit to San Antonio

As public relations professionals we are often misunderstood. It’s a topic we discuss often at Franco Public Relations Group and among our peers. Our family members and friends inquire about what we do all day. They don’t understand our unusual hours. They wonder why we seem to know the names of all of the TV news reporters by heart, and have them on speed dial.

Our parents turn on morning news or read stories at our urging, wondering when they’ll see our names and faces – but almost never do. When it does happen, public relations professionals like ourselves are mentioned for their expertise, because of a job change, or they are quoted about another company experiencing some sort of crisis or celebrating a major milestone. It can be confusing to the outside eye. We don’t design ads, though sometimes we work with designers. We’re not reporters – though some of us are or have been. We may be well-versed in social media, and spend a lot of time online, but not on our own accounts. We understand the confusion and we try our best to explain the work we all do for our clients, the connections we make with the media and the public – and the events where you might catch us behind the scenes.

To share a glimpse of what public relations might look like on a particularly exciting day, we documented what Franco staff members were doing – by-the-moment on Oct. 8, 2015. Our teams were spread across the city and country – managing PR and events from the Belle Isle Conservancy’s annual Polish the Jewel Belle Isle Legacy Luncheon and silent auction to the city’s inspiring TEDxDetroit all across the states to San Antonio, Texas where the Steel Market Development Institute (SMDI) served as title sponsor of the 2015 Texas Truck Rodeo.

We hope this clears up some of the curiosity associated with our trade:

Dan and Christian TEDxDetroit8:35 a.m. Franco Senior Account Executive Dan Horn and PR Coordinator Christian Harper don’t show a sign of it, but they’ve been working for 2 hours already and are greeting media and providing information and credentials as droves of guests arrive just 30 minutes after doors open at TEDxDetroit 2015.

Sarah and Erica Polish the Jewel11:47 a.m. Franco Assistant Account Executive Sarah Kornacki and Account Executive Erica Swoish make name badges for last-minute guest list changes as part of the event staff for the 2015 Polish the Jewel Belle Isle Legacy Luncheon on Belle Isle, already in attire for the event. Hats or fascinators are encouraged.

Pat11:49 a.m. Franco Vice President Pat Adanti-Joy and President Tina Kozak celebrate the success of a great team, and welcome guests at the 2015 Polish the Jewel Belle Isle Legacy Luncheon on Belle Isle.

Dan Ponder PhotoshootNoon: Franco CEO Dan Ponder poses for the camera. He’ll be featured in an upcoming installment of the GMRENCEN Reflecting a New Detroit selfie ad campaign.

Lauren and Andrea Polish the Jewel1:16 p.m. Franco Assistant Account Executive Lauren Connor and Senior Account Executive Andrea Kenski are deep in focus at the Polish the Jewel auction check-out table on Belle Isle in Detroit.

Alexandria TEDxDetroit1:25 p.m. Franco Digital Marketing Specialist Alexandria Fulbright sneaks a requisite X shot during a rare quiet moment on the TEDxDetroit stage.

Alexandria and Joe TEDxDetroit1:47 p.m. Franco Account Manager Joe Ferlito, Artist Timothy Orikiri, Franco Digital Marketing Specialist Alexandria Fulbright and Visit Detroit Interactive Marketing Manager Dan Fuoco make lasting connections at TEDxDetroit, where art is being created in real time,  above the Grand Staircase at the Fox Theatre in Detroit.

Marie, Elizabeth and Tina K TEDxDetroit2:20 p.m. Busy coordinating media interviews, Franco Senior Account Executive Marie Stawasz also welcomes Account Manager Elizabeth Robbins-Sabourin and President Tina Kozak to Hockeytown Café, where crowds are packing in for hands-on demonstrations from places like The Flower House and the Michigan Science Center at TEDxLabs.

Tina S in San Antonio2:23 p.m. Franco Senior Vice President Tina Sullivan checks in with staff, proves that all is well under Southern skies at the Texas Truck Rodeo where she is onsite with client SMDI.

Marie and Stephanie TEDxDetroit5 p.m. Franco Senior Account Executive Marie Stawasz and Account Manager Stephanie Angelyn Casola celebrate truly successful PR efforts supporting TEDxDetroit – and make sure to get a few photos with the iconic red X before crowds file out of the Fox Theatre and into a Comerica Park tour and Hockeytown Café for an afterparty in Detroit.

And that’s a wrap. Are you up to the task? What’s your typical day at the office like? Share it with us in the comments section.

Stephanie Angelyn Casola believes some PR pros are at their best in events-mode. She is an account manager at Franco Public Relations Group. She leads the consumer and social media teams and can be reached at 313-567-5048 or casola@franco.com. Tweet her at @stephcasola.

Sarah Kornacki and Alex Fulbright contributed photos and information to this post.

Tweeting Trackside: Behind-the-Scenes with the Grand Prix Social Team

Picture this: an Indy Car sporting the Facebook and YouTube logos on either side, an Instagram logo on the nose and a Twitter logo center stage on the rear wing.

Behind the wheel OTTO Detroit CEO, Mark Russell, is focused on placing higher in the standings than he did at last year’s race. While his chief engineer Alex Fulbright coordinates a team of 18 Wayne State University students to help him achieve his goal.

This was kind of the set-up we had for this year’s Chevrolet Belle Isle Detroit Grand Prix social team. I was tasked with the responsibility of educating the students on social best practices, crafting a tone-of-voice, building an engagement strategy and ultimately creating content surrounding the race experience for one of the most-talked about and anticipated racing events of the year – the Chevrolet Detroit Belle Isle Grand Prix.

Chevrolet Belle Isle Detroit Grand Prix social team

The 2015 Chevrolet Belle Isle Detroit Grand Prix social team.

We worked hard, dodged some flying debris and had a lot of fun. Here is some behind-the-scenes action of what took place in the pits with our Grand Prix social team:

Starting the Engines
Coming into day one, the students had done a great job revving up the conversation so many of the fans, media and drivers were already tagging the @DetroitGP handle and using the #DetroitGP hashtag. So we started having conversations with them – answering their questions, telling them how great their photos looked and doing it in a fun, playful way. The fans loved it.

Detroit Grand Prix Social

Over the weekend we received numerous tweets from fans saying how much they enjoyed the @DetroitGP.

While the moderators were talking to the fans, our production crews were out capturing content. From race action to poncho pics – we wanted it all, and they got it for us. Some were posted to the channels on-site via mobile, while others made their way into the daily recap videos. The amount of content we collected was unreal and honestly, some of it never even saw the light of day.

‘Swift’ing Gears
The only way to succeed on social media is by staying relevant. That means not only knowing what’s going on with your client, but also keeping tabs on the other conversations happening on social. During our moderation we discovered that one of the Verizon Indy Car Series drivers racing in the Chevy Dual in Detroit presented by Quicken Loans was driving a car that featured by Taylor Swift (which was kind of awesome). So naturally, people needed to know about it. This content was fun and effective because it expanded our audience to include both race fans and Swift fans.

Taylor Swift Racecar

@DetroitGP posted about Tony Kanaan’s Taylor Swift car with a reference to “Shake It Off” lyrics.

Time is of the Essence
The tricky part of having so much to talk about was getting it posted while it was still relevant. We couldn’t post a photo of the TRAXXAS Truck Series winner during the final lap of the Dual in Detroit Indy Car race, so we had to be tactful and quick about getting the info out. Our solutions: Live-stream behind-the-scenes content and race action using Periscope, live-tweet content from press conferences and work closely with the Grand Prix team to communicate race updates. By the end of the weekend we also started posting most of our content via mobile to make sure the information got to our fans as quickly as possible.

DetroitGP

With on-site attendance a bit down, due to weather, many fans looked to us for their race updates.

2015 Detroit Grand Prix

Quotes from the drivers were posted to Twitter almost before the words had finished leaving their mouths.

Rain Tires
The biggest challenge we faced over the weekend was actually the same one the drivers were facing – rain. Sure when it’s sunny and 70 the stands are packed with happy race fans, but with temperatures in the low 60s with wind and rain – people are more inclined to stay home.

Sunday’s forecast was a combination of bad weather and poor conditions. We knew coming into the day that more and more people would be looking to us for race updates and other information, but we didn’t want to stop at just relaying information about what was happening on the track – we also wanted to inspire attendance.

But how do you motivate people to leave the comforts of their warm homes to brave the rain and chill to watch a race? Show them other people having fun doing that, of course! We quickly realized the fans at the track genuinely wanted to be there, rain or shine, so that’s what we focused our content on. Umbrellas, ponchos, drenched and happy families – all of it was fair game and all of it was well-received by our followers.

Happy Grand Prix Fans

By showing photos of wet and happy fans, we hoped to inspire others to come join the fun.

Winners Circle
Overall, I think the Grand Prix social team earned a spot on the podium for their efforts. We pushed out compelling content that showcased the races, fans and the overall event experience; we had genuine one-on-one conversations with our fans in such a way that made them feel valued; and we encouraged event attendance for this year and years to come.

For you number folks out there: we clocked over 138M potential impressions across platforms, generated more than 1,000 new Twitter and Instagram followers, and managed to keep our Twitter momentum trending all three days – #DetroitGP trended in Detroit Friday/Saturday; #DualinDetroit trended in Detroit Sunday.

But, being a marketer has taught me that there’s always room for improvement. So let’s hear it, any praise, comments, critiques you have. I’m all ears.

Alex Fulbright is a digital marketing specialist at Franco Public Relations Group. You can reach her at 313-567-5085 or fulbright@franco.com. Follow her on Twitter: @AlexandriaFul and connect on LinkedIn.

Understanding Facebook Advertising

While online advertising has been in the advertiser’s toolbox for some time now, social media options like Facebook advertising might be unchartered territory for some. As an agency, we provide clients with options and recommendations to reach their audiences. More and more, we find ourselves talking about Facebook advertising as a targeted and economical tool to consider, but often clients are less than familiar. There’s a ton to learn if you are a first-timer, but once you’re well-versed you can start getting creative and trying ideas like taking advantage of new Facebook advertising features or  animated cinemagraphs to captivate your target audiences. Maybe that was jumping a little ahead. Let’s stick with the basics to get you started.

Boosted post or Facebook ad?
There are a few options to understand before you start spending on Facebook advertising. First, you can promote an existing post in your brand’s page timeline to increase engagement (likes, comments, shares) by boosting the post. Boosted posts are a bit simpler to set up and may be a good option to get your feet wet. It offers great targeting options but is a little more limiting than using the ads create tool, which allows you to create an ad separate from your page’s timeline and provides many more customization options.

Facebook Advertising - Boost Post

One easy way to boost a post is to look for the “boost post” icon below your post.

Choose an ad objective
Before you choose your direction, consider your objective for advertising. Facebook offers several options including obtaining page likes, clicks to a website, app installs or views for a video, among others. Facebook automatically optimizes the ad to meet the chosen objective.

Choose your audience
Audience targeting is where Facebook advertising really shines. Ads can be hyper-targeted to reach very specific audience segments – from the basic demographic parameters of location, age and gender to targeting specific interests and hobbies. Facebook can even hone in on a wide array of behaviors like what type of mobile device a person uses, a person’s travel preferences and activity, if someone is a homeowner or if someone owns or leases a vehicle to name a few.

There are countless targeting combinations, and every setting tweak will impact your potential audience reach. Generally, more targeting filters used will result in lower total reach. Pay attention to the Audience Definition meter to make sure your search doesn’t become too narrow. Facebook recommends defining an audience of more than 10,000 people for the best performance.

Facebook Advertising Audience Meter

Here is an example of the Facebook Audience Meter for a targeted ad promoting a grant entry period for high school baseball and softball programs within specific eligible Michigan regions.

Set your budget and timeframe
A common theme I hear from clients is Facebook advertising wasn’t budgeted for. The good news is a small budget can make an impact and result in a high ROI with the people you really want to see your information. You’d be surprised how far a few hundred dollars will get you.

In setting up an ad, you can choose a daily budget or a lifetime budget. The daily option controls how much a campaign spends each day – ads stop running once you hit your daily limit – while a lifetime budget allows you to set a ceiling for spending over the course of your full campaign. If you choose the daily option, setting a start and end date can help manage your budget as well. I prefer the lifetime option because it offers more flexibility. You never know which day during your campaign will spike a lot of activity and I’d hate to see my ads stop running due to a daily dollar constraint during a time with high potential to deliver results.

Create your ad
If you’re just boosting a post that already exists, this step is pretty much done, but if you are creating an ad from scratch, this is where you customize the look and feel of your ad, optimize it for viewing newsfeeds on a desktop or mobile device and for placement in the right column. You’ll also be able to tweak and preview your ad until it’s to your liking. Be sure to check Facebook’s ads product guide for optimal image sizes based on your objective.

Track your ad performance
After your ad is published, be sure to check in on your ads performance. Within the ads manager tool, you can see real-time metrics including clicks, cost per click, reach and budget status. These tools can be great to determine which objectives and targeting options work best for reaching your audience.

Hopefully this gives newcomers a good idea of the basics of Facebook advertising. For those who have some experience, feel free to share any tips and tricks you’ve learned in our comments below.

Joe Ferlito is an account manager at Franco Public Relations Group. You can reach him at (313) 567-5031 or ferlito@franco.com.

Maybe PR pros took a page out of Scout’s Handbook?

The motto of the Boy Scouts of America is to always “Be Prepared.” This is good general advice for everyone, but something that PR professionals need to take to heart. Breaking news, crises, events, emergencies and urgent client needs can happen with a moment’s notice. While many of us are connected 24 hours a day, seven days a week thanks to mobile phones, what do you do when something comes up unexpectedly that takes you away from the office? How do you handle these situations?

In taking a very informal survey of some of the folks around the Franco office, I found a number of us are prepared for just about anything – from the very obvious extra cell phone chargers (and possibly a back-up iPad) and computer cords – to some of the more obscure things that only experience tells us to have on-hand. We have flat, comfortable shoes in case of an emergency or an event where we might be on our feet for a few hours the ladies have heels should something take us away during the evening hours for a more formal event. We keep bottled water and snacks in the office for those sometimes long nights. A handful of us keep suit coats in the office too– just in case we need to be dressed more professionally. In fact, a former Franco employee had a packed suitcase in the event a client had an urgent need that would cause her to travel overnight.

What do you keep at your office to ensure you’re prepared for anything and everything that might happen?

Ann Marie Fortunate is a senior account executive at Franco Public Relations Group. You can reach her at (313) 567-5040 or fortunate@franco.com. Follow her on Twitter @AMFortunate.

Leonhauser to Retire in December, Kozak to Succeed Her as President

Franco President Maria Leonhauser will retire at the end of 2013.

I am pleased to announce that after more than a year of planning and transition, Franco President Maria Leonhauser will retire at the end of this year. Franco Executive VP and Chief Operating Officer Tina Kozak will succeed Maria as president effective January 1. Maria will continue as a consultant with Franco, as well as take her words and ideas in another direction—writing mysteries.

Maria joined Franco as president in 2000 after 25 years in journalism and corporate communications.  During her tenure, she focused on diversifying Franco’s client base and imbuing its culture with creativity and passion. She also championed Franco’s social media discipline. Among her awards, Maria was named one of Detroit’s 100 Most Influential Women by Crain’s Detroit Business and a Leader and Innovator by Lawrence Technological University and Grant Thornton.

Tina Kozak, executive vice president and COO for Franco, will succeed Leonhauser as president effective Jan. 1, 2014.

Tina joined Franco in 2007 as an account manager overseeing the firm’s automotive practice. In her most recent role as executive vice president and chief operating officer, she has led client service, talent retention and business development. She counsels a range of clients in the auto/tech, healthcare and professional service industries in areas including corporate positioning, community relations and reputation management. She also consults on brand development, crisis communications and strategic planning.

Franco’s priority has always been service excellence. Maria instilled a new energy and enthusiasm into its delivery. I’m confident that Tina will not only advance our commitment to service excellence, but also identify other relevant initiatives to better serve our clients and employees.

It’s an exciting time at Franco. Please join me in congratulating Tina and in wishing Maria all the best in our comments section below.

Dan Ponder is the CEO at Franco Public Relations Group.