Posts Tagged ‘awareness’

How to Build a Brand Using Compelling Content

Monday, February 3rd, 2014

How to Build a Brand Using Compelling Content BurrellesLuce Fresh Ideas Tressa RobbinsAs public relations and communications professionals, we all create content. Writing is a core competency to this profession, and is frequently discussed with and emphasized to those preparing for a career in PR.  While it’s still true that writing skills are critical, and are no less important than they were, storytelling is now more than just words.

At a recent IABC St. Louis and PRSA St. Louis joint event, Dave Collett, EVP and GM of Weber Shandwick St. Louis, and Chris Vary, VP digital at Weber Shandwick Southwest, offered examples and tips on how to create compelling content that stands out.

The world’s digital content is increasingly findable and sharable. There is a volume explosion occurring in social and digital content!  Using content from an EMC Study called “Extracting Value from Chaos,”  Collett and Vary showed a chart demonstrating the growth—about nine times what it was five years ago. In 2011, that was 1.8 zettabytes (new word for me—one zettabyte is approximately one billion terabytes, which in bytes is a one followed by 21 zeros).  The study also estimates that by 2015, there will be 7.9 zettabytes of data in existence.  These numbers are more than staggering, they’re overwhelming! With the amounts of content filling up cyberspace, your content must be as compelling as ever.

What makes content contagious?  According to Vary and Collett, you should ask yourself why would people care, and why would people share? The answers should be that the content is:

  • Educational, but in a different way
  • Entertaining
  • Emotionally Engaging

They offered up several examples of wildly popular campaigns. Red Bull’s Stratos –  Felix Baumgartner’s supersonic freefall from 128,000 feet – which broke all kinds of records (and not just the physical ones). This demonstrates Red Bull’s success with promoting a lifestyle, not just a product.

You don’t have to have those kinds of numbers for your campaign to be a success. Vary and Collett presented another example–Stratasys, a company that makes 3D printers. They “printed” a robotic exoskeleton for a little girl who couldn’t raise her arms. She dubbed them her “magic arms.” There was lots of media coverage and I dare you to watch the YouTube video and not get a little misty-eyed. (Note if you’re in a hurry, after the first two minutes, jump to 2:55 for the rest.) This is an emotionally engaging example of focusing on the human side and the product’s effect of on people.

Content doesn’t always have to be serious. Content doesn’t have to be expensive, either.  It can even be irreverent—depending, of course, on your industry and organization’s business mission. Just take a look at’s brotastic and amusing  “Our Blades are F***ing Great” campaign.

Vary and Collett stressed that while these are all YouTube examples, and video is a great platform, compelling content doesn’t have to be video.  Mappings have been trending in the past year or so. Haven’t we all done the New York Times Online questionnaire that asks you questions about your vernacular and then predicts where you live or are from? Facebook offered up its own version of mapping with the NFL team allegiance charts. You can create features like this yourself by using the Facebook graph search, using U.S. census data, or another data source—the key is to package it in a compelling manner.

The bottom line is, it’s not just about awareness anymore. PR now creates awareness and engagement—actions, enrollments, sales, whatever—to support the overall business objectives of the organization.  What are some of the most compelling pieces of content you’ve seen recently, and what aspects have you applied to your own content? How do you continue to create compelling content, and where do you find your inspiration?

BurrellesLuce Complimentary Webinar: Tips for Planning & Evaluating Successful Events

Wednesday, August 22nd, 2012

Webinar: Planning & Evaluating Successful EventsTips for Planning & Evaluating Successful Events –BurrellesLuce Complimentary Webinar


When: Monday, September 10, 2012

Time: 1:00pm EDT

Participating in and hosting events can help drive awareness and visibility for your organization. Events can help boost organizational profits and financial success. However, pitching events to the C-suite and ensuring company buy-in can be tricky. Growing your revenue requires strategically understanding your income streams and how to financially maximize every opportunity.

Join BurrellesLuce and Abbie S. Fink, vice president/general manager of HMA Public Relations, for this informative 60-minute webcast, “Tips for Planning & Evaluating Successful Events.”

During the webcast you will walk away with:

  • PR tips for incorporating special events into your communications strategy.
  • How to establish strategic goals and properly review your revenue streams
  • How to manage revenue goals and enlist the support of others to help you.
  • How to continue to leverage attendee participation and attention after the event is over.
  • Why it’s important to participate in industry events.

And much more…


Moderator: Johna Burke, senior vice president, BurrellesLuce

Space is limited. Sign up now for this free webinar, “Tips for Planning & Evaluating Successful Events.” If we are unable to accept your registration, an on-demand presentation will be available for review after the event at


abbie1Abbie S. Fink is vice president/general manager of HMA Public Relations, where she serves as HMA’s primary media and digital communications trainer.  Her varied marketing communications background includes skills in media relations, digital communications/social media strategies, special event management, community relations, issues management and marketing promotions for private and public sectors, as well as not-for-profit organizations.

A New Type of New Year’s Resolution

Thursday, January 12th, 2012

by Andrea Corbo*

New Year’s Resolutions can get tiring. A lot of people don’t even bother making a resolution (I’m included in that list of people).  And usuallHappy New Yeary by the second week of January, resolutions have become false promises, half-hearted attempts at self improvement, and empty words. If you run a basic Google search for Resolutions 2012, you’ll find a ton of material, mostly talking about resolutions already lost and weight-oriented ideas. There’s even an app dedicated to success through habits – New Year’s Resolutions.

What about something different for a change? So, I ran a Google search for New Years’ Resolution 2012 for a good cause and came up with some other options.

The internet may be your best resource to help you find a resolution that means something to you. And if it means something to you, you’re more likely to stick to it! An easy way to start is to run a Google search for good causes, an issue you’re already interested in or volunteer opportunities. From there, you may develop ideas that lead to a worthy New Year’s Resolution.

How are you choosing to revamp your resolutions and create more meaningful intentions this year? Please share your thoughts with the readers of BurrellesLuce Fresh Ideas.


Bio: After receiving a B.A. in communications, and briefly working at a TV production studio, Andrea began volunteering abroad. This lead her to work in the non-profit world, where she was fortunate enough to learn about international education, women’s empowerment and social issues for the elderly, while traveling to over a dozen countries.  Since joining BurrellesLuce in 2011, Andrea is excited to share her thoughts and views on branding, social media, and communications with the growing Fresh Ideas audience, as well as her passion for cultural awareness, volunteerism, and sustainable efforts. Twitter: @AndreaCorbo; Facebook: BurrellesLuce; LinkedIn: BurrellesLuce 

BurrellesLuce Webinar Will Present Timely Case Study Of Successful Health Communications Campaign

Tuesday, May 17th, 2011

LIVINGSTON, NJ (May 17, 2011)—“Creating a Lifesaving Communications Campaign” is the theme of a free webinar that BurrellesLuce will present on Wednesday, May 18, at 3:00 p.m. EDT.
The hour-long event will focus on an actual communications program that Palmetto Health, a major regional health system located in South Carolina, launched to raise compliance with handwashing guidelines—an effort that resulted in an extraordinary compliance rate of 98%.
Every day, communicators are given strategic goals to market a new product, increase sales of another line or improve the brand awareness for their organization. But what happens when the reason for the campaign is to save lives? That question will be addressed by three of the people most deeply involved in guiding the handwashing campaign, as communicators joined with the quality-improvement personnel to implement an internal campaign focused on reducing mortality within their healthcare system:

Read more here.

Hogwarts, Harry, and Leadership

Monday, January 10th, 2011

This post first appeared on HMA Time (1.7.11) and is cross-posted with permission. Alison Bailin is a senior PR account executive at HMA PR, a full-service marketing and public relations firm in Phoenix, Arizona, where she handles media relations, crisis communications, and event planning.

alan_relaxThis week, I (Alison, that is), took part in a BurrellesLuce webinar titled “The 12 Essential Talents of Marketing Communications Leadership… and other Lessons Learned from Harry Potter.”

The program was moderated by Johna Burke and hosted by Alan Cohen, who actually worked on the initial promotion for the Harry Potter books in the United States.  

Some key insights I learned as a result:

  • Kids can read! Kidding. But one of the main reasons I joined into this webinar was my absolute kudos that one literary phenomenon could prove that people do still, indeed, have imaginations.
  • Who we are and what we’re made of is as much about choices as abilities. Even Dumbledore said so!
  • Dumbledore is key. Turns out, almost every single talent is something Dumbledore does, not Harry, as I assumed when I signed up. I love a good twist in my webinars as well as my books.
  • Social media is like Harry Potter wizardry (thanks to Johna for asking this question)! Everyone has a voice and has the power to influence and inspire – no wand required.
  • Much like the evil Lord Voldemort at Hogwarts, there is a deadly character spreading around businesses – disengagement!

 And, of course, the 12 Essential Talents:

  1. Acute awareness of self and others. Treat others as creative, trustworthy and responsible just as Harry did so many times with Hermione, and others…
  2. Challenge perceptions and interpretations – Dumbledore was a great wizard but kept and open mind. Those scared of feedback make mistakes.
  3. Think like a visionary. Help people see and touch your values. Be clear and concise. For Alan, his PR team shared a vision to make that book a success and saw everything as an opportunity. Gave them ability to constantly move forward
  4. Creating alignment as it creates a North Star to set compasses by. Let small steps and victories, like winning a Quidditch match, keep you aligned toward the bigger goal.
  5. Act decisively. Decision making is shared leadership quality. Make sure people have enough information so they can also make decisions. Share decision making!
  6. Engage others! You do not do it alone. The more you serve the more impact you have on your team. Go deeper. Go under the stairs. Learn about people – you may have a Harry Potter in your midst
  7. Possess powerful energy. Dumbledore looked about a million years old but was such a force, he was a great leader to all ages. Lord Voldemort had energy too, but it was intimidating and he lost in the end.
  8. Emotional intelligence. It’s a bigger predictor of success than IQ! Create space between stimulus and response and remain calm as Dumbledore often did. Look at how you react versus how you want to react. Often, you need to just slow down a bit and ensure you are not leading with fear.
  9. Communicate dynamically! It isn’t just about what you say, but how you say. And, it’s also about actually very much about listening – within and between the lines. Be present. Care. Try to understand. How do you use your words? Seek clarity.
  10. See patterns and trends. Left brain is where verbal, rational thoughts turn to numbers and words. Right brain is all about the visual. Try using both sides – see the full story!
  11. Create high-energy teams. You need your Harry’s, Ron’s and Hermione’s. Everyone has a gift. Everyone has weaknesses. Leverage the good stuff to fight the bad!
  12. Display integrity through consistency and authority.

The white paper on the topic is also available by clicking here.

So, is Dumbledore the world’s greatest leader?

And how can you “Potterize” your leadership role among your friends, colleagues and family?