Name: Guest Blogger
Bio: BurrellesLuce invites marketing and public relations professionals with valuable information and perspectives to share their thoughts.
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- Include complete contact information (not the generic email@example.com) on their organization’s website.
- If you don’t want your mobile number on your website, be sure to have it in your voice-mail.
- Remember to post press releases as you send them out, so they can confirm information.
- If your company has a product, post easy-to-find and downloadable images and background information.
- Don’t make your media room password protected, where the reporter is required to sign-in. They may not do it.
By Brad Wester
The power of social media is a myth.
You know that great idea you have for your next Facebook post? It’s probably worthless. I’m not trying to be harsh, and I’m not saying you have terrible ideas, but take a moment to think about it. How many people are going to see that post? Hint: not enough.
In 2015, Facebook organic reach dropped from an average of 12% to under 6%. This trend has continued in 2016. Facebook’s organic reach is low and continues to drop. Reaching less than 6% of your audience isn’t powerful. It’s time to stop posting and hoping for the best. It’s time for a plan.
The power of social media has always been a myth. The true power is in the planning – it’s in the development of a social media strategy.
Posting on social media without a strategy means your posts may be missing your targeting audience. You may be posting at the wrong times, creating the wrong content and using the wrong call to actions. You could be using improper tracking methods or relying on the wrong metrics to show success. Without a social media strategy, you’re at risk of wasting time and energy that could be spent more effectively on other parts of your business. You may even be hurting the future success of your Facebook page due to poor performance now.
Having a fully developed social media strategy is essential and should include the ability to track and analyze data in each step. Tracking data will allow you to determine what social networks you should focus on, what type of content is most effective, if it’s more effective to create a wide variety of content, simply promote high performing content to a larger audience and even how much you can afford to spend on promoting your high-performing content.
More social networks, including Instagram and Snapchat, are creating algorithms to determine what content to show users. These algorithms will continue to decrease organic reach and increase competition, driving up the cost of effective social media marketing. Developing a social media strategy will help you rise above your competition.
It’s time to stop posting and start planning.
Brad Wester is a freelance digital marketing consultant specializing in helping small businesses create engaging online experiences that generate leads and drive sales. Follow Brad on Twitter: @wester_brad.
by Emma Hawes
It’s that time of year when you hesitate posting a political gaffe of a candidate in fear that your Facebook page will become a battle ground by posting the article. The truth is election brings out the worst in both parties. Let’s stop fighting for a moment and think about how awesome, and scary, it is that the future of our country is determined by your vote. So not only do your part and vote this election, but do your research over candidates from non-biased sites. It is inevitable that all candidates make mistakes regardless of the party.
Cue the music-
If there’s one mistake we see each year, it’s a political candidate or campaign manager who does not ask an artist to use their music. It just backfires and makes the candidate look bad for not doing their research. Even though a musician might share the same political views they may not want to endorse the candidate. Songwriters need to be included too because Sam Moore changed the lyrics of the Sam and Dave hit “Soul Man” to “Dole man” for Bob Dole. However, the songwriter Isaac Hayes demanded a cease and desists where eventually the song wasn’t played. Enter Sam Moore in 2008, when he asked Barack Obama to quit using “Hold On I’m Coming.” His statement included how his vote was a private matter between him and the ballot box. However, he did perform for Obama later at the 2013 Inaugural Ball.
Whatever you say on the Internet is eternal because a screenshot of a deleted post lives forever. That happened to Bernie Sanders when a tweet was sent out that said, “Greed, fraud, dishonesty and arrogance. These are just some of the adjectives we use to describe Wall Street.” The tweet was deleted because the words were nouns not adjectives. It’s okay if you have to sing a Schoolhouse Rock song while writing to reintegrate basic grammar.
Cruz fired his communication director around two weeks after the Iowa Caucus. Lies were spread about Ben Carson suspending his campaign after Cruz won Iowa and Rubio’s religious beliefs. Just creating a lie about the opposing candidate is bad and if issues arise the first time the director should not even have a second chance.
When celebrating, don’t get crazy–
Before John Kerry won the Democratic ticket in 2004 enter Howard Dean, the man who won the coveted Iowa Caucus. He stated his excitement how he was going to win states then a scream that doomed his political career. Not only does that moment live on YouTube, but Dave Chappelle made a skit, which parodied the scream.
Everyone is important –
Where does one begin on Donald Trump’s comments about different races and women? His comments about reporter Megyn Kelly is just one of the many numerous comments. That is not a smart way to pick your battles considering that according to NY Magazine single women are currently the strongest political force.
However, during a debate, Ted Cruz stated most Americans could not relate to Trump because he had New York Values. Well Cruz’s mistake was just as bad because it is like calling someone from a rural area in Wyoming a country idiot.
Also, as much as you might want to get a certain demographic don’t try to reach out too hard. Hillary Clinton faced flack for the Hispanic community when she posted an article that said “7 ways Hillary Clinton is just like your Abuela.” Soon after the post was made, #notmyabuela became a trending topic on Twitter. Instead, she should have made the post in different languages to reach out to different demographics instead of speaking Spanglish.
by Andrea Gils*
“We all get butterflies before performance. The key is to get the butterflies to fly in formation.” – Virgil Scudder, president, Virigil Scudder and Associates, LLC.
Virgil Scudder, public relations veteran and president of Virgil Scudder and Associates shared his 10 keys to succeed in public speaking during his session in the 2014 Public Relations Society of America International Conference, which took place Oct. 12-14 in Washington, D.C.
Glossophobia, or what most of us know as public speaking or stage fright, has been said to trump death as the biggest global fear. According to a 2001 Gallup poll, which asked more than 1,000 Americans what their biggest fear was, public speaking ranked second (40 percent) after fear of snakes (51 percent). Regardless of the ranking, why do people fear public speaking so much? Is it because of the fear of failing or looking ridiculous? Perhaps.
Some of us don’t have any issues talking with a small crowd but once the audience reaches the three or four figures, our legs start shaking. Whichever your audience size is, practice is by far the best way to overcome the fear to speak in public.
Scudder quoted Mark Twain who said there are two types of speakers in the world: the nervous one and the liar. “If you are not a little nervous when you get up to speak, I’m concerned because it usually means it’s going to be very flat,” Scudder said.
He said that content and delivery are equally important. “People will tell you ‘it’s not what you say but how you say it’ and that’s nonsense,” Scudder said. “It’s both. If you have nothing to say, saying it well doesn’t really help much.”
During his session, Scudder shared the big no-nos you want to avoid when delivering a speech and techniques to effectively trap your audience into your story and keep them engaged from beginning to end.
Scudder and the professionals in the session said that some of the common mistakes speakers make include using jargon; speaking with the wrong tone, pitch and volume; making unconscious gestures; using visuals as crutches instead of as supplements; failing to inform and entertain your audience or worse, not switching to a plan B when you see your audience is no longer engaged.
With our busy lives and increased use of social media and multitasking, our attention span is reduced. Therefore, failing to keep your speech short can hurt your delivery and engagement with the audience.
“Every time you go over 20 minutes, you better have some help with something you are going to demonstrate or show – video, PowerPoint, et cetera,” Scudder said.
As Mark Twain said, “It is an awful death to be talked to death,” so remember this when you draft your speech.
Drafting the speech
Scudder said that when drafting the speech, one should start with an audience analysis and a strategy: what do you want your audience to say, feel or do? “If there’s nothing you can get out of it, don’t do it,” he said. If you can’t connect and share your passion with your audience, you’ll be talking to a wall.
Scudder’s tips on delivery:
Have a punchy line to open and close the speech
With a strong introduction you’ll hook your audience’s attention and with a strong close, they will have a powerful impression of your speech.
Use word pictures
Make your points memorable by thinking, speaking and presenting visually. Choose words that audience can picture in their minds as you speak.
By having ups and downs in pace, pitch and volume you will transfer that energy to the audience and keep listeners interested and awake.
Smile and keep eye contact
Smile when you start unless there is a good reason not to. For eye contact, “look at a tall person, a short one, a man, a woman, someone wearing a bright dress and someone wearing a dark suit and then move it around,” Scudder said.
Use pauses and questions to grab the audience’s attention and slow yourself down
A pause for emphasis or drama will help you keep your audience on the edge of their seats and help you control the speed at which you speak. “When the speaker asks a question, the audience becomes more attentive,” Scudder said.
Let your body speak
Don’t control your hands if that is part of your natural animation.
“Humor should be humble and self-deprecating. If you make fun of yourself, no one gets offended,” Scudder said.
Tell a story
A story makes your speech more personable and if you change your tone and make the right pauses, the audience will pay attention to what you are about to say.
Avoid using crutches and clichés
Do not use terms including “you know,” “like,” “um.” Scudder said that when you use these often it becomes a problem and you lose credibility fast.
The layout of your talking points, of which you should have no more than three, will play a key role in your ability to follow your speech and have a smooth delivery. This includes font size and using only short sentences and words.
How to nail the Q & A
If you know you will have a question and answer session, you should prepare, practice and repeat. Questions allow you to elaborate or clarify a point of interest and good answers are the key to a solid closure. Do not avoid questions and make sure you are well prepared.
Scudder emphasized,“You and your client should never get a significant negative question you are not prepared for.”
So before your next speech remember: grab a camera, record yourself, watch the video, make adjustments and repeat.
“Nothing is more persuasive than a live speaker addressing a live audience, and who then nails the Q and A,” Scudder said.
Which techniques do you employ to be an effective communicator and keep your audience awake, engaged and on their seats until the end?
Andrea Gils is currently PRSA St. Louis Chapter’s Newsletter Editor and social media co-contributor and former PRSSA National Diversity and Ethics Subcommittee member and PRSSA Southeast Chapter Firm Director. She is a public relations and journalism senior at Southeast Missouri State University and you can find her on Twitter @andreagils.
by Debbie Friez*
Your pitch needs to be a great relevant headline in the subject of your email. (“Yes, I know,” I think as I listen to yet another media panel. But, do I always follow this advice?) So, I continue to listen to the panel of six journalists for this combined Minnesota PRSA, NIRI Twin Cities and Business Wire event. The 2014 edition of this annual event turned out to be one of the best media panels I’ve attended.
Let’s get it out there. Do I call, email, tweet, Facebook, Google Plus message or text a journalist? They all agreed, email is the best option. Duchesne Drew, managing editor for operations, Star Tribune, reminded the audience you can usually find reporter’s emails on the publication’s website, and getting to the right reporter will make all the difference.
The follow-up call to see if they received the press release, on the other hand, is usually annoying. (And all PR folks hate that call!) But, several panelists agreed, they are extremely busy with very full email boxes, so reaching out via different means (even a phone call) is not a bad idea if you don’t get a response in a few days. Andy Putz, executive editor at MinnPost, says you can call him, but avoid calling him in the morning. Julio Ojeda-Zapata, a technology writer for the St. Paul Pioneer Press, is actually quite active on Google Plus, and, if you follow him on Twitter, he’ll follow you back, so you can direct message, if needed. Other panelists said it is OK to find them on social media and text (yes, text!) them if you have a relationship and their cell phone number.
As young PR novices, we learned we should take reporters out for an informational coffee to develop a relationship for future stories. It seems the practice is still worthwhile for most reporters working a beat. Jim Hammerand, digital editor at the Minneapolis/St. Paul Business Journal, says his day is very busy, so he finds breakfasts or happy hours work better for him.
Embargoed releases are fine, if the reporter has agreed to it ahead of time. (Wow! I’m thinking about all the times I’ve seen these go out blindly!) But Ojeda-Zapata says he doesn’t have a problem with embargoes.
The sportscaster of the group, Dave Scwartz, KARE-TV, doesn’t usually use bloggers for sources. In the sports world, he finds most are just big fans. He also assured us that sports guys do wear pants. (I’m not sure we found that information relevant?)
The actual hard deadline is less relevant in the 24/7 newsroom, although some still exist. Hammerand commented on the need to fill the Business Journal’s 3 p.m. daily email and the paper edition needs information one to one-and-a-half weeks in advance. Nancy Lebens, editor for Minnesota Public Radio News, has about 30 newscasts to fill, so she is always looking for stories at all times of the day.
Reminders from the panel for your own organization’s website media room:
Even in this digital age, reporters and PR folks still need each other, and we can continue to learn from each other. Happy pitching!
Debbie Friez serves as tech editor for the Capitol Communicator and is also a consultant. Previously, she worked as Vice President, Major Accounts for BurrellesLuce. She originally joined BurrellesLuce at their Minnesota Clipping Service affiliate.
Friez was a senior account director for West Glen Communications, a broadcast PR services company. While at West Glen Communications, she was a frequent contributor to the DC Communicator newsletter.
She has a broad understanding of the technologies that are transforming the marketing and communications profession. She serves on the advisory board for the Capitol Communicator, the membership committee for the Minnesota chapter of the Public Relations Society of America, the national marketing committee for the Association of Women in Communications, and is a member and past president of Washington Women in Public Relations (WWPR).
by Kiley Herndon*
As a future public relations professional, it is my imperative to kill the infamous “spin doctor” stereotype that has so infested the truth we all know of public relations. Friday, September 19, Gini Dietrich, author of the blog and book Spin Sucks, spoke at Southern Illinois University Edwardsville (SIUE), where I am president of our PRSSA chapter, about how to disassociate “spin” and PR.
Dietrich first talked about our favorite celebrity, Miley Cyrus, and the brilliant case study she presents with her transition from Disney’s Hannah Montana to the Miley we all know today. Hannah Montana “was murdered,” Miley Cyrus explained on Saturday Night Live, like we must murder negative stereotypes of PR.
Cyrus’s intentional transition from child star to sexualized pop icon was the exact kind of marathon PR that professionals try to emulate. As Dietrich explained, “we are not wizards, there’s no one behind the screen.” Although a client might want to be on the front page of The New York Times tomorrow, we know that, even if we get that front page, it is not the end of the story. As professionals, we must strive to finish their story and help our clients to become transparent and lasting. Like Miley, we have to know our audience, our mission, and the most effective way to accomplish our goals with lasting impressions.
Dietrich also spoke to our crowd of eager future professionals about ethics, fitting for the month of September with PRSA, since September is dedicated to discussing ethics in PRSA. We learned that using fake accounts to post positive comments about our organization is unethical. Further, she challenged us to decide if it is ethical to write op-eds for executives and not state that a firm produced all the content.
Dietrich suggests we may be moving to a time when executives are forced into a state of actual transparency. This would suggest that future practices will require op-eds and other PR-produced content to state whether or not a firm authored the piece. Though the concepts of “spin” and media manipulation seem to plague our every move as PR professionals, it must be our mission to defeat that tyrant of a stereotype and get the first and most accurate story. Dietrich quotes TechCrunch founder Michael Arrington who stated, “Getting it right is expensive, getting it first is cheap.” Such remarks are exactly what we must combat to prove the ethical standards we hold ourselves to.
As I walked away from Dietrich’s presentation, I felt heightened vigor for public relations and knew the passion I have for the field is what can rid “spin” from outside definitions of PR. Consciously working in an ethical manner is the first step to achieving this transition. I do believe Dietrich was correct; we can change the world. Haven’t we already begun?
Photos by Kiley Herndon
About the author:
My name is Kiley Herndon and I am a senior English major at SIUE. I am the SIUE PRSSA chapter President, Marketing Officer of Student Government, and social content intern at Robust Wine Bar. I love to travel, read, and, oddly enough, research. I cannot wait to graduate in May!