Archive for ‘Media Relations’:


Confession of a Social Media Consultant

Wednesday, May 25th, 2016

By Brad Wester

secret-1142327_960_720 I’ve been a freelance social media consultant for several years, and I have a confession to make.

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.

 

Byline

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.

New Resource (Book) for Millennial Job Seekers

Thursday, March 31st, 2016
Photo Credit: Bolla Photography

Photo Credit: Bolla Photography

As a PRSSA professional adviser and PR student mentor, I often get questions about job searching, professional networking etiquette, cover letters, interview preparation and follow-up, and résumé writing (as well as personal branding).  Those questions are typically prefaced with “how do I …” and followed by “will you read what I wrote and give me feedback”.  Now, don’t get me wrong, I get incredible joy and satisfaction from helping and mentoring PR students and gladly do so; however, I can’t count how many times I’ve thought that I should write this stuff down so I could just send a ‘canned’ response to some of those frequently asked questions—just to save time.

 

Last Fall, I was contacted via Twitter by Danny Rubin who had just completed a book called, Wait, How Do I Write This Email? and subtitled, “Game-Changing Templates for Networking and the Job Search”.  He knew (from my bio and various social media activity) that I do a lot with PR students and thought it might be helpful. A free book? Um, yes, please! Then I completely forgot about it until a couple months later when the book arrived in the mail along with a personal note from Danny. After skimming through, I knew within minutes that this book is as good as GOLD to, not just students but young pros or really anyone—especially those who’ve been out of job search mode for some time.

 

Around that same time, I was planning the PRSA St. Louis annual Career Development Day and thought this would be the perfect opening keynote topic. Fortunately, we were able to bring Danny in for the event to speak and do a mini-writing workshop and it was so helpful I wanted to share with you a few takeaways.

 

Use the power of storytelling in your cover letters , bio, etc. (even during the interview) to make you stand out from the crowd.

  • Lead with a compelling personal story—an anecdote that you can relate to the job skills required.
  • Stories, told properly, will capture the reader’s attention and keep them reading.
  • Unique details matter!
  • A personal story will leave a more lasting impression and makes you more memorable.
  • Starting and ending on the same story (a technique that professional journalists use) demonstrate that you “get it,” and that you know how to apply these tactics in a real-world setting.

 

So how do you do this? I’ll share an excerpt from Danny’s book (Chapter 9: The Power of Stories) where he steps the reader through the six parts of a storytelling cover letter.

 

Danny’s outline for the storytelling cover letter:

  1. Open with a line that places readers into the story. Grab their attention and make them think.
  2. Include concrete details about the story. The more specific you are, the more colorful the anecdote, the more memorable you will be. Quantify your results—provide hard numbers when appropriate.
  3. Demonstrate how the story applies to the job by referring to the job description—making sure the anecdote reflect the person the company is looking to hire.
  4. Show you did your research and understand how the company fits into the marketplace by explaining how you will help the company grow its business and make it more successful.
  5. Share more of your qualities as they relate to the story. Again, referencing the job description, touch on qualities you know the company admires and show how you would be a good cultural fit.
  6. Mention your story one final time and bring the cover letter full circle.

 

As I mentioned in the beginning of this post, Danny offers up more than 100 templates demonstrating various scenarios and taking the guesswork out of applying these techniques.

 

Do you have an example of how you’ve done this effectively that you’d care to share with our readers? Or additional thoughts to offer?

Campaign Mistakes PR Practitioners Should Learn From

Tuesday, March 29th, 2016

by Emma Hawes

iStock_000067828653_Medium

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.

 

Communication Breakdown

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.

Transformation Influencers: Rust-Oleum’s 1,000 Projects Campaign

Wednesday, December 3rd, 2014

There are more than 100 million searches each month on “how to” do something. Rust-Oleum, a nearly 100 year-old company, came to the realization that people aren’t really passionate about products as much as they want to change and improve their living spaces, creating something beautiful that they can enjoy.

Photo: Pinterest Screenshot

Photo: Pinterest Screenshot

With the insight that people want to improve and/or change what they love, Rust-Oleum (along with its agencies) set out to create 1,000 compelling projects to serve as inspiration and demonstration to consumers. Leveraging paid media and using data driven marketing to share a transformation story through images and video, they empowered bloggers and every day influencers to share their own inspiration stories, in turn driving awareness and a new excitement—a re-introduction of sorts.

Lisa Bialecki, Senior Director, Integrated Communications at Rust-Oleum, shared their journey with attendees of PRSA St. Louis’ recent Digital Communications Summit.

They conducted fast data analysis to identify exactly what people are searching for and where they’re looking to find this information. Using this research data, they created a blueprint of projects that they needed to create and feature—for example, 14% of the project would be devoted to the garden tackling things like planters, fences and stones, while 5% would be devoted to garage revamping items such as cabinets, hardware, organizers and the garage floor.

Their strategy included media partners, consumers, professionals and brand projects. Rust-Oleum created “an army of project enthusiasts,” Bialecki said, leveraging volumes of content–using print, blogs, web, video, Facebook and Pinterest. They also hyper-targeted banner ads to their audiences and created a new website for project inspirations with a user forum section—creating a community.

But it wasn’t just all traditional print, social media and digital. Rust-Oleum hosted DIY conferences. They held multiple blogger innovation summits in an effort to generate excitement for these bloggers to write about new products. One such summit included 18 highly influential DIY bloggers (from 15 key blogs) over a three-day period. During the summit, they took them on a manufacturing plant tour, a corporate headquarters breakfast and tour which included a marketing studio “hands-on” session. Through these “in real life” events, they were able to build a stronger awareness of new products, strengthen existing and build new blogger relationships.

This integrated PR campaign not only supported Rust-Oleum’s retail marketing but has resulted in 250 million project impressions to date and 3 million project engagements. Pinterest has become their number two driver to the website. Most importantly, unit sales are up 40% year-over-year. This is a great example of PR, marketing, advertising, digital and social successfully working together!

Pitching the Media – The 2014 Edition

Thursday, October 16th, 2014
Pitching the Media BurrellesLuce Public Relations PR Software Media Monitoring news clipping

L to R: Hammerand, Drew, Putz, Lebens. Schwartz, Ojeda-Zapata and moderator Rachanda Hall. Photo by Debbie Friez

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:

  • Include complete contact information (not the generic media@domain.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.

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).