Public Relations: A Practical Guide

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A'Practical'Guide'

Public'Relations'
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If'corporations'are'people,'what'kind'of'people'are'they?'What'kind'of'relationships'
could'we'have'with'them?'Could'we'become'friends?'Would'our'conversations'
deepen'over'time?'Head'to'Twitter'to'find'out.'
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I'experimented'with'making'friends'with'corporations'as'@MarioLoweystro.'Based'
on'my'experience,'I'distilled'a'few'key'principles'to'make'interacting'with'
corporations'easy'and'fun.'For'each'principle,'I’ll'introduce'it'along'with'some'
examples'of'that'principle'done'well'and'a'few'examples'of'it'done'badly.'Flip'to'any'
section'to'get'started!'

Talk%With%The%Unpopular%Ones%
%
Everyone%wants%to%tweet%with%@youtube%and%@oldspice,%but%they’re%completely%
overwhelmed.%They’re%surrounded%by%fawning%admirers;%they%don’t%have%time%to%
talk%to%you.%
%
Instead,%try%tweeting%with%some%local%or%smaller%businesses.%Or%businesses%that%are%
big,%but%not%yet%on%Twitter.%Banks,%industrial%companies,%distribution%firms.%
%
There%are%two%exceptions%to%this%rule:%clothing%companies%and%grocery%stores.%Both%
seem%to%be%eager%to%make%friends,%despite%being%popular.%

YouTube @YouTube · Apr 21
On this day in 1947 a real wild child was born. Happy birthday, Iggy Pop.
goo.gl/w33TER
Details Reply Retweet Favorite More
Mario Loweystro
@MarioLoweystro
@YouTube Oh man, right on! I ought to listen
to more Iggy and the Stooges. What's your
favorite album?
Reply Retweet Favorite
1:45 PM - 22 Apr 2014
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Old Spice @OldSpice · Apr 21
Nobody knows for sure what space smells like, but it’s safe to assume it either
smells like Old Spice or steak.
Mario Loweystro
@MarioLoweystro
@OldSpice Haha, but maybe it just smells like
nothing! Do you know how smell travels
through a vacuum? (I don't!)
1:27 PM - 22 Apr 2014
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Mario Loweystro
@MarioLoweystro
@Oreo Hey, if the thick ones are called
Double Stuf, does that mean the white stuff is
just called "Stuf"?
1:36 PM - 22 Apr 2014
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Huntington Bank @Huntington_Bank · Apr 23
Columbus loves the Pens…when they're green. Go Jackets! #CBJ #BattleOn
pic.twitter.com/BKnY6VKXes
Mario Loweystro
@MarioLoweystro
@Huntington_Bank Oh snap! Go Pens! How
are you feeling about game 5?
11:25 AM - 24 Apr 2014
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@MarioLoweystro After last night’s game, CBJ fans are pretty pumped up for
game 5! It’s been a great series!
Mario Loweystro @MarioLoweystro · Apr 24
@Huntington_Bank Haha... well, @hff is on my side, anyway :) Good luck to
both teams!
@Huntington_Bank By the way, ever been to Huntington Beach in Cleveland?
Growing up, I always thought it was named after you! Is it?
@MarioLoweystro No, it's not named after us. It sure is a nice area though!
@Huntington_Bank Yeah! As long as Lake Erie's clean enough for swimming.
Ever been there in the winter? Frozen lake is pretty cool.

@MarioLoweystro We bet it is! Thanks for the tip!
@Huntington_Bank Sure thing! If you need any more Cleveland tips, drop me a
line.
Mario Loweystro @MarioLoweystro · May 1
@Huntington_Bank Hey Huntington! I'm in Toronto now, do you know any good
parks or natural spots there?
Huntington Bank @Huntington_Bank · May 1
@MarioLoweystro Toronto is a bit outside of our footprint, but we bet you could
find some great options here: ow.ly/wn8wC
@Huntington_Bank Fair enough. Oh yeah, international banking must be tough,
right?

MSA @MSAsafety · Apr 24
@MarioLoweystro Thanks for the follow!
Mario Loweystro
@MarioLoweystro
FAVORITE
1
@MSAsafety Sure! Thanks for keeping people
safe. Nice photos of old air masks, btw.
Reminds me of that Doctor Who episode, did
you see that?
10:54 AM - 24 Apr 2014
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MSA @MSAsafety · Apr 24
@MarioLoweystro For sure!
@MSAsafety Haha... course, your work is a lot less creepy :) How long have
you been there?
@MSAsafety Hi MSA! I was thinking about air masks, and I thought you might
like this cool air quality project. gasp-pgh.org/projects/bam/

WESCO Distribution @WESCODist · Apr 24
Tune into @ESPNEWS to cheer @tydillon and @RCRracing in the WESCO #3
Chevrolet Camaro Friday, April 25 at 7:00 pm EST #NASCAR
Mario Loweystro
@MarioLoweystro
@WESCODist Cool, good luck! I've never
seen a NASCAR race. Have you done this for
many years?
12:56 PM - 24 Apr 2014
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WESCO Distribution @WESCODist · Apr 30
@MarioLoweystro Thank you for your support, we have been involved in
#NASCAR with @TyDillon @RCRRacing for 3 years.
@WESCODist Cool! What's the most fun part of watching @tydillon race?

American Eagle @AEO · Apr 24
The Colorblocked trend is here to stay! Check out the blog for outfit
inspiration: on.ae.com/1iR58AF pic.twitter.com/JcGrYE6Ctp
Mario Loweystro
@MarioLoweystro
@AEO What does Colorblocked mean? Is it
like solid blocks of the same color?
11:03 AM - 24 Apr 2014
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@MarioLoweystro You'll have to click through to our blog to find out! ;)
@AEO Hah, fair enough! Hmm... 2 or more bright solid colors, huh? Does it
matter which colors?
@MarioLoweystro Nope! Whatever colors you're feelin' that day :)
@AEO Okay. I've got to get some brighter colors anyway, I've got all browns
and grays. What do you recommend?

Ask$a$Question$
$
In$my$tweeting,$15$of$77$question$tweets$(19%)$got$responses,$while$only$2$of$26$
(8%)$of$nonCquestion$tweets$did.$Ask$a$question$if$you$want$a$response$from$a$
corporation.$
$
The$subject$of$the$question$should$ideally$be$about$their$business,$though$it’s$not$
necessary.$Of$the$15$questions$that$got$responses,$about$half$were$about$their$
businesses.$However,$questions$that$come$completely$out$of$nowhere$are$not$as$
successful.$

Mario Loweystro
@MarioLoweystro
@BLPlatinum Hey Bud, what makes Platinum
Platinum, as opposed to just regular Bud
Light?
1:41 PM - 22 Apr 2014
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Bud Light Platinum @BLPlatinum · Apr 22
@MarioLoweystro top-shelf, slightly sweet taste. In addition to the higher
alcohol volume... 6%.
@BLPlatinum Sounds tasty! Where can I find them?
@MarioLoweystro give us a call at 1-800-DIAL-BUD... We're happy to help you
#MakeItPlatinum
@BLPlatinum Well, I'm not sure. I'm not really a "top shelf" guy. Sounds maybe
too fancy for me. Are you a top-shelfer?
@BLPlatinum Hey, you never replied. Was it because I said I wasn't a top shelf
customer? I'll give you a fair try!
@MarioLoweystro we're confident in your ability to #MakeItPlatinum.

@BLPlatinum Hey, I can make it any metal I want. Just trying to see if Platinum
is my jam. Are you Platinum folks real glitzy, or chill?
@BLPlatinum Hey Bud Light. I found a new sweet, drinkable beer:
@StellaArtois. She understands me better than you.

Zappos @zappos · Apr 30
No one looks or feels attractive when angry. ― Allan Lokos #keepitlight
Mario Loweystro
@MarioLoweystro
FAVORITE
1
@zappos But sometimes people are correct
when angry! Just being always happy is too
simple, don't you think?
8:43 AM - 1 May 2014
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Zappos @zappos · May 1
@MarioLoweystro Always being happy takes effort. Anger is what can come
too easily. #keepitlight :)
@zappos You are wise. How do you maintain your calm while rushing to
deliver shoes and clothes?
Zappos @zappos · May 1
@MarioLoweystro Delivering shoes and clothes fast makes everyone happy! :D
@zappos Really? Nice. How do you know? Do you survey your employees?
Zappos.com @Zappos_Service · May 1
@MarioLoweystro @zappos We give them happy pills ;o)

@Zappos_Service @zappos The truth comes out! Can you send me some? :D
Zappos.com @Zappos_Service · May 1
@zappos @MarioLoweystro LOL!!!
£isa £ynn @Lisalynn2000 · May 1
@zappos @MarioLoweystro Happy pills are in every one of my #Zappos boxes
@Lisalynn2000 @zappos Dang, I must be doing it wrong! What coupon code
are you using?
£isa £ynn @Lisalynn2000 · May 3
@MarioLoweystro Top secret...

CONSOL Energy, Inc. @CONSOL_Energy · Apr 18
Yesterday, we commemorated our 150th anniversary by ringing the closing
bell at the @NYSEEuronext bit.ly/1tiufkt
Mario Loweystro
@MarioLoweystro
@CONSOL_Energy Congrats! What does
CONSOL stand for, by the way? Is it an
acronym?
11:12 AM - 24 Apr 2014
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CONSOL Energy, Inc. @CONSOL_Energy · Apr 24
@MarioLoweystro Thank you! and CONSOL is short for Consolidation.. Began
operations in 1864 as Consolidation Coal Co.
bit.ly/1mJqPFY
@CONSOL_Energy Wow! Quite a history. How long have you been working
there?

Citi @Citi · Apr 23
MT: @VeteransonWS presents $1 million to @Stand4Heroes to support
returning US Service Members: on.citi.us/1rm5QbC
Mario Loweystro
@MarioLoweystro
@Citi Good for them. It's important to support
veterans.
2:35 PM - 23 Apr 2014
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General Electric @generalelectric · Apr 23
We usually test super materials with our drop weights.
Reply "SMASH IT" & we'll test something else. #SpringBreakIt
pic.twitter.com/EY5VzmAcHu
Mario Loweystro
@MarioLoweystro
@generalelectric SMASH IT. SMASH IT.
SMASH IT.
2:25 PM - 23 Apr 2014
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Mario Loweystro
@MarioLoweystro
@exxonmobil Hey, what's your favorite book?
I was just reading some travel writing,
Thubron and Bryson. But I was curious, what
do you read?
6:46 PM - 22 Apr 2014
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Don’t&Get&Personal&Too&Quickly&
&
Perhaps&the&most&rewarding&part&of&making&friends&with&companies&is&getting&to&
know&the&people&behind&the&Twitter&account.&However,&unfortunately,&most&
company&tweeters&are&reluctant&to&get&personal.&Either&because&they’re&not&allowed,&
or&because&they&might&find&it&creepy,&some&tend&to&shut&down&as&soon&as&you&ask&
them&anything&personal.&
&
On&the&other&hand,&if&you&build&up&trust&over&a&longer&period&of&conversation,&you&
can&sometimes&get&to&know&the&people&behind&the&account.&Just&be&sure&to&tread&
more&carefully&than&you&would&in&a&regular&human&interaction.&

Chevron @Chevron · Apr 23
#Chevron CEO decries workforce needs in #Houston spr.ly/60139vll via
@HOUBizJournal
Mario Loweystro
@MarioLoweystro
@Chevron Interesting. What do you, dear
Chevron tweeter, think about this? And how
old are you?
2:20 PM - 23 Apr 2014
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DynaVox @DynaVoxTech · Apr 22
Andy is a retired meteorologist, has Parkinson's disease & uses the DynaVox
T10. This is his success story! goo.gl/RLs1NO
Mario Loweystro
@MarioLoweystro
@DynaVoxTech Wow, great story! I've never
used your tools but they look like fun, even if
you don't need them. Can I demo them
anywhere?
11:19 AM - 24 Apr 2014
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DynaVox @DynaVoxTech · Apr 25
Thanks @MarioLoweystro! Click here for upcoming events in your area.
goo.gl/XH17cv There aren't any scheduled now, but check back.
@DynaVoxTech Good deal! Is that your team in the photo there? What's the
dog's name?

Mastech Inc. @Mastech · Apr 21
Dusting off that resume? Use this easy trick to avoid "fluff" linkd.in/1f8vLuS
#MotivationMonday
Mario Loweystro
@MarioLoweystro
@Mastech Definitely. I particularly hate
"rockstar", "ninja", etc. What's your biggest
resume pet peeve?
11:36 AM - 24 Apr 2014
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Mastech Inc. @Mastech · Apr 24
@MarioLoweystro agreed! "Guru" is particularly cringe-worthy.
@Mastech Oh, so I shouldn't send you my "social media guru" resume? Haha
just kidding. I like my job now anyway. How do you like yours?
@Mastech Sorry if I got too personal. I guess maybe you can't talk about your
job publicly. You can DM me if you want, I won't tell :)
@Mastech Anyway, I like your tip today too. I love working in coffee shops,
there's something about that atmosphere that really works.

Mario Loweystro
@MarioLoweystro
@WholeFoods Congrats! How did the
company decide to do that? Good investment
for the long term.
2:23 PM - 23 Apr 2014
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Whole Foods Market @WholeFoods · Apr 23
@MarioLoweystro It's really in line with our core values of caring and
supporting our environment whenever possible!
@WholeFoods Ooh, that implies sometimes it might not be possible! :) Did you
ever have a situation where that was the case? What did you do?
@MarioLoweystro Can't think of anything off the top of my head. We wrote our
core values so we would make sure to always keep them in mind!
@WholeFoods What ARE your core values?
@MarioLoweystro You can find them at bit.ly/PuHG0n
@WholeFoods Cool cool. Do they make you memorize them? :)

@MarioLoweystro haha no but everyone goes through a 2 days of training
when you start to learn all about the company, including core values!
@WholeFoods Haha cool. Do you enjoy working there? Are you always running
the Twitter account, or do you do other stuff too?
@MarioLoweystro Love it! Been with the company for 8 years and counting.
Yes, I'm the social moderator so on various channels!
@WholeFoods Nice, congrats! Hey, I've got to run now, but it's been good
talking to you. I'm Mario, what's your name?
@MarioLoweystro Nikki...have a great night!

whore @walk1ngtr4vesty · Sep 15
@Tesco what do you think of potatoes?
Tesco @Tesco · Sep 15
@c4valier_youth_ They are quite nice I guess #RandomQuestion
Mario Loweystro
@MarioLoweystro
@Tesco I like them pretty okay too! Not my
favorite, but not bad.
12:23 PM - 30 Apr 2014
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Tesco @Tesco · Apr 30
@MarioLoweystro What type though? #ThereCanBeOnlyOne #Rooster
#MarisPiper #KingEdward #Charlotte
@Tesco German Butterball! What's yours?
@MarioLoweystro Jersey Royal new potatoes. Boiled with a touch of salt, fresh
mint and then a knob of butter melted on top. #Drooling
@Tesco Sounds great! I'll have to try it. Grab a napkin for your drool though.
What kind of napkins do you recommend?
@MarioLoweystro Anything with a bit of colour to them will do :D

@Tesco Helps you throw a nice dinner party! I'd like to throw one but it's
always a lot of work. Got any tips to make it easier?
Tesco @Tesco · May 1
@MarioLoweystro (Order takeout and pretend you made it.) #Shhhh
@Tesco Haha yesss! Indian food works especially well, it reheats nicely. (but
you can't order too many things or it'll be obvious!)
@Tesco What's your favorite kind of takeout?
@MarioLoweystro Now that's a tough one, so many to choose from. #Thinking
@Tesco Fair enough. I'll give you some time to think, I'm heading to lunch. By
the way, I'm Mario, what's your name?
@MarioLoweystro Hello Mario, my name is Tesco :P #StillThinking
#CheekyChinese or #PerfectPizza?
@Tesco Really? Behind the @Tesco is a person named Tesco? I guess that
explains the name. :P
@MarioLoweystro Well, I have lots of name. Vince is my favorite. It means
victory in Latin ;) #TescoVinceFTW
@Tesco Cool! Good to meet you, Vince (and friends). My name doesn't mean
much. Besides a video game dude. Got made fun of a lot for that :(

@MarioLoweystro You're speaking to #TescoGab now :-) That's not nice,
Mario is a wonderful name! They were definitely just jealous.
@Tesco Aw, thanks! Gab is a good name too. I guess people could compare
you to @realgiftofgab ... but he's pretty awesome too.

Respond(To(Their(Tweets(
(
Companies(are(starting(conversations(left(and(right!(The(easiest(way(to(start(
conversations(with(them(is(just(to(participate(in(their(existing(conversations.(If(they(
ask(a(question,(answer(it.(
(
Note,(however,(that(this(works(much(better(with(smaller(companies.(Large(
companies(that(are(popular(on(Twitter(already(have(a(ton(of(people(answering(
every(tweet(they(send.(

JetBlue Airways @JetBlue · Apr 30
When you commit a parallel parking fail do you keep trying or drive away?
#ShoosView bit.ly/JBSBEV5
Mario Loweystro
@MarioLoweystro
@JetBlue I drive off pretty fast, don't want to
keep people waiting! How about you?
8:41 AM - 1 May 2014
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JetBlue Airways @JetBlue · May 1
@MarioLoweystro We don't fit in most parking spaces. Those pesky wings
always get us! ;) #JustKeepFlying
@JetBlue Hahaha good one!

Dell @Dell · Apr 30
.@Nebula is a leading pioneer in cloud computing. We're proud to be part of
their story: del.ly/6017i8RS #domore
Mario Loweystro
@MarioLoweystro
@Dell I personally prefer clown computing.
8:44 AM - 1 May 2014
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Dell @Dell · May 1
@MarioLoweystro - Because you can fit so many into such a small form
factor? ;-)
@Dell :) Where is your data? I don't know. The clown nose.
@Dell because you can juggle all sorts of data!
Mario Loweystro @MarioLoweystro · 41s
@Dell because they always send email attachments with the proper MIME
type!
@Dell Okay, I'm spent. Your turn!

KITKAT @KITKAT · Apr 22
The question is… Which one is the best? #HaveAbreak RT @fulcher_faye Best
thing invented @KITKAT pic.twitter.com/Z3btVr2CI4
Mario Loweystro
@MarioLoweystro
@KITKAT Oh man, I haven't tried them, but I
bet coconut is the best. Like a KitKat +
Almond Joy. Do you like Almond Joy?
1:40 PM - 22 Apr 2014
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E! Online @eonline · Apr 23
#eonlinechat Q5: best song everrrr—what's your fave throwback jam?! ♫
Mario Loweystro
@MarioLoweystro
@eonline Once in a Lifetime by Talking Heads.
I might be the only one here. Wait- how did I
get here?
2:24 PM - 23 Apr 2014
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Be#Yourself#
#
Give#them#some#information#about#yourself.#Just#like#you#wouldn’t#talk#to#a#new#
friend#for#days#about#the#weather,#escalate#the#conversation#into#things#you#care#
about.#Similarly,#flattery#will#get#you#nowhere;#just#be#yourself.#
#
Everyone#likes#to#have#a#nice#conversation,#even#corporations.#After#all,#
corporations#are#people#too.#

Mario Loweystro
@MarioLoweystro
@Starbucks Hi Paige, Archana, or Madeline.
Are you all in Seattle? I love Seattle in the
summer. Hope it warms up soon.
6:35 PM - 22 Apr 2014
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Mario Loweystro
@MarioLoweystro
@Tollgrade Hi Tollgrade! Smart grid is the
future, and you all are at the forefront of it.
How's everything going?
12:42 PM - 24 Apr 2014
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Mario Loweystro
@MarioLoweystro
@hff Hey, I'd heard you were based in
Pittsburgh, but it looks like you're nationwide.
Is it just a local branch there?
11:23 AM - 24 Apr 2014
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HFF @hff · Apr 24
@MarioLoweystro We have 22 offices across the country. Pittsburgh is one of
our key locations. We love the 'Burgh!
@hff Cool! Well, the 'Burgh loves you too. Are you rooting for the Pens?
HFF @hff · Apr 24
@MarioLoweystro We bleed Black and Gold. #CityofChampions
#TitleTownUSA
@hff Yeah! Ever been to Primanti Bros?
HFF @hff · Apr 24
@MarioLoweystro We like anything on soft white bread with a fistful of coleslaw
and fresh handcut fries (possibly w/ a fried egg too)
@hff Yeah weird Pittsburgh stuff! How about Penn Mac or Tazza D'Oro?

Social Team @ KMT @Kennametal · Apr 24
Here's some quick tips to help settle you in on your next job interview!
ow.ly/vZduJ
Mario Loweystro
@MarioLoweystro
@Kennametal Nice, good call! Especially "Be
yourself and be positive." What's your favorite
interview tip?
11:28 AM - 24 Apr 2014
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@MarioLoweystro Thanks so much for your comment and visiting our Blog!
Have a great Friday!
@Kennametal That's not an interview tip! :) Maybe you're tired of interviews.
What's your favorite metal?
@MarioLoweystro Thanks for asking & Sry for not answering the 1st time - Our
fav tip - Stay "connected" of course! Fav Metals? Ti & W!
@Kennametal Ooh nice, I dig titanium and tungsten too. Also just steel, for bike
frames. Do you ever ride bikes?
@MarioLoweystro Do we ever... Check out this story of a 103 mi ride KMT
employees and customers just recently made! ow.ly/wl3Pa

@Kennametal Awesome! I rode a century once, but it was super tough. Are
Lance and Shon on twitter?
@Kennametal Hey Kennametal, been doing any more biking? The weather is
perfect for it!

Try$It$Yourself$
$
Now$that$you’ve$learned$the$basics,$you$can$get$to$know$some$corporations$too!$Use$
your$own$Twitter$account,$or$you$can$borrow$@MarioLoweystro$if$you’d$like.$If$
you’re$interested$in$a$more$complete$account$of$my$experiences,$or$to$know$more$
about$the$personalities$of$the$companies$involved,$see$Public$Relations$G$An$
Exploration.$

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