Tag: Strategic Communication

[MAPR Book Review] Social PR Secrets for Filmmakers and Content Creators

by Briana M. Andrews, posted in Assignments, Strategic Communication

CONTENT IS KING! I enjoy reading titles with actionable, real-world tactics and extracting elements for creatives occupying digital space, particularly filmmakers. I’d like to share my review on the fourth edition of Lisa Buyers’ Social PR Secrets: How to Optimize, Socialize and Publicize Your Brand. I recently devoured the Kindle edition of this field guide on public relations, social media and digital marketing. I recommend checking out, it’s an easy read with strategies for Facebook, Instagram, Twitter, YouTube, Pinterest, Snapchat and LinkedIn.

Public Relations Impact Graphic – Social Media and Digital Marketing.

Social PR Secrets packs 32 chapters, yet remains a relatively simple and quick read with short, easily-digestible chapters.  Buyers personalizes each chapter and often details her experience while offering examples and leaning on associated subject matter experts.  She provides historical context, the current state and best practices.  She also outlines tools such as Xtensio.com and Hubspot to create free persona profiles, tools like Paper.Li and Scoop.It for content curation tailored to your audience and ScribeContent.com for content optimization, search engine visibility and social sharing.

From the standpoint of a creative filmmaker who blends art with digital media, below are several excerpts from Social PR Secrets that are poised to assist with the development of an online strategy:

KEY TAKEAWAYS

  • Awesome content lasts forever
  • Stay fresh, find inspiration
  • Create materials and content that addresses the needs of your audience
  • Think like your audience, create a persona profile for your audience

Another key takeaway that I felt was important to point out for creatives is to “Skip self-promotion and find your passion points.”  For instance, Red Bull rarely talks about their drink, rather, it details the passion that connects the brand to their audience and living life to the extreme.  For another example, I recall a recent ad slot by Bumble app starring Serena Williams.  The commercial never referenced what the product is, rather, it details an ideology – one that supports women taking the first move in work, love and life.  The message resonated with me, and prompted me to research the company.  It is important not to get so caught up in the act of promoting your services and accomplishments that you overshadow what the brand represents.

CONTENT CREATION CHECKLIST

  • Make sure your message is REAL and AUTHENTIC
  • Use VISUALS to illustrate your message
  • Ensure the content has a CLEAR VALUE PROPOSITION
  • Offer a clear next step or CALL TO ACTION

TYPES OF CONTENT TO DRIVE MORE TRAFFIC (50 different types listed in Ch. 4)
Video, How-To, Email Campaigns, Events, Promotions, Live Chats, Guides, Infographics, Blog Posts, Interactive Content, Interviews, Tweets, Photo Galleries

Personally, I love that Social PR Secrets offers a comprehensive list of free graphic and image sources.  I also like that Buyers’ chapters are broken down by subject and platform.  The book has a list of bullets in almost every chapter making the material visually scannable, which makes for great reference document.  I finished reading the book, but will definitely revisit.  In short, I recommend this book (especially the digital version for search-ability and hyperlinks) and encourage you to check it out.

[MAPR Blog Post] The New Rules of Marketing & PR: How the Web Changed the Rules

by Briana M. Andrews, posted in Assignments, Strategic Communication
Social Media Bullseye Graphic: PR Spam, Marketing Activities

One of my latest Kindle readings include, The New Rules of Marketing & PR – 6th Edition by David Meerman Scott.  In coming weeks, I’ll post more of a comprehensive book review, however, for this blog post I’ll highlight some of the gems highlighted in Chapter 20, New Rules for Reaching the Media. 

For a long time, public relations professionals viewed coverage as a numbers game … full-on blitz, reach out to as many journalists and outlets as you can.  The process was literally, “throwing crap against the wall to see what sticks.”  The non-targeted e-blasts and sleezy methods to lure people to open the messages are partially why strategic communicators received a reputation as spammers. 

The web changed the rules and traditional PR techniques are becoming less effective.  To provide an example and illustrate using layman’s terms; there are parallels between a PR rep securing coverage, and an individual securing a job.  I say this because in one point in time, people were able to blast resumes and play the numbers game, with hopes of landing some interviews.  Now-a-days, attempting the same wouldn’t be effective, in fact, you’d be agitating people.  The process takes time, and personalization.  You have to KNOW the company, understand what comes along with the role, research the applicants they are likely to hire, understand expectations etc.  Letters and resumes need to be customized and even then, it needs to be keyword heavy since pretty much every company has software to scan and eliminate who they deem to be unqualified.   Your resume may never even reach a human. 

Networking is key, because nothing trumps personal relationships.  You’d be surprised how many companies post positions as a formality when they already know who they want.  In both the PR example and the  individual finding a job example, it is very much a “Don’t call me … I’ll find you.”  Correspondence must be personalized, pay attention to the stories a journalist is likely to cover, develop personal relationships; send individualized pitches and target one reporter at a time.  Do what you can to build your audience and showcase your own brand in the best possible light.  This includes having a comprehensive online media room including photos and videos.  “To get noticed, you need to be smart about how you tell your story on the web – and about how you tell your own story to journalists.”

Some key takeaways are as follows:

  • Refrain from sending non-targeted broadcast pitches
  • Develop personal relationships and send an individualized pitch, tailored to the needs of the journalist
  • Target one reporter at a time and pay attention to the types of stories they cover
  • Content drives marketing … make sure your information is up to date, define your niche and use hashtags

[MAPR Blog Post] Gen Z Usage Evaluation | Social Media Strategy: Return of the MAC

by Briana M. Andrews, posted in Assignments, Strategic Communication

There are many factors to contend with when developing an online presence, whether personally, professionally or on a client’s behalf.  Basic PR 101 prompts us to revisit the good ‘ole MAC Triad … MESSAGE, AUDIENCE and CHANNEL.  The first step in your social media strategy should be to determine your MESSAGE  Essentially, this is the WHAT and WHY of your page.  What is your page about?  What is your call-to-action or desired outcome?  Why would a visitor be interested in your content?  Next, you determine your AUDIENCE.  This represents WHO and HOW of targeted company messages.  Who are you trying to connect with?  How would they benefit from your product of service?  Last you have the channel, which represents WHERE and WHEN of message dissemination.  Where are you posting? Twitter? Instagram? Facebook? When are you posting?  Research should be conducted to determine optimal time for engagement and post frequency for each platform.

As many of you know, I manage the socials for BibbyFame Digital, LLC.  However, aside from my personal and professional usage, I was also elected to the e-Board for the Theta Mu Chapter of Sigma Gamma Rho Sorority, Inc.  As Epistoleus, I serve as the Chapter Historian, as well as the Social Media and Public Relations Chair.  I manage our social media accounts, with large premium placed on our Instagram and Rowan University ProfLink.  I write captions, design flyers, take photographs, produce social video etc.  In addition, I monitor engagement, use appropriate hashtags and respond to inquiries.  Since assuming the role in July 2018, I developed and implemented a strategy to foster organic growth.  Content is centered on the following objectives:

  • To promote events and programs
  • To visually document our sisterhood and the overall experience of being a Soror in Sigma Gamma Rho Sorority, Inc.
  • To highlight chapter member achievements
  • To demonstrate chapter participation in volunteer and community-serving activities
  • To raise awareness for select causes

As the saying goes, “If you fail to plan, you plan to fail.”  All Theta Mu posts are planned in accordance with the Chapter events calendar.  Some of the accounts followed include @SGRhoUpdates @SGRhoNER for our organization headquarters and region. Last summer, when working as a Photo & Video Intern for Jill Lotenberg, I filmed and edited an interview with Ryan Serhant from Bravo’s Million Dollar Listing.  During the interview, he summarized their social media strategy and explained the importance planning out company posts in advance for each week.  He also shared how he uses analytics to steer activity.  For instance, based on statistics for his company and industry, posts are primed for the most impressions and engagement during the workday.  He mentioned aiming to post around 2pm EST. 

An important takeaway from my Epistoleus work and internship experiences which include socials / digital / interactive is to maintain professionalism in the online space.  Something as simple as a spelling error can negatively impact company credibility.  If the company uses specific styling, colors and fonts, it is imperative that consistency is maintained without deviation.  The logo, crest and artwork must have the correct sizing and proportion.  We’ve all observed images that are stretched and can agree that isn’t the company impression you’d like to leave.  Social media revolutionized the way we share and distribute information; proper usage can provide tremendous value. 

Media Kit Components – Discussion Post 5 | PR 06301 – Basic PR Writing

by Briana M. Andrews, posted in business, Strategic Communication

Public Relations and Digital MarketingThe media kit is a package of information that allows a company to present itself as it would like to be seen.  The public relations professional uses the media kit to make it easy for the media to use supplied stories about their clients.  Press kits can be found online in a company’s media room, however, for live events, the media kit can be supplied as a printed package. There are several components included in the media kit.  In this discussion post, I will highlight six items commonly found in a media kit – the press release, backgrounder, fact sheet, key contacts, social media links and audio / video.  Some other items that can be included are Q&A, biography and position paper.

The press release / news release is communication directed at members of the news media to announce newsworthy items.  In the media kit, the releases should be placed in reverse chronological order.  The backgrounder is a lengthy report that uses subheads.  It supplies historical perspective about a company or event for staff writers’ use in publications.  The fact sheet is a one-page document, bulleted for easy access, that lists items of interest about the company, event, product or service.  It provides reporters with details that can easily be inserted into their articles.  Key contacts must be included in media kit.  This provides the media with the contact information for a company representative if they need to clarify a point or obtain an answer to a question.  Social media links allow reporters to easily find RSS feeds, company blogs, Facebook, Twitter, Instagram accounts and YouTube videos.  Audio / Video can include high resolution photographs, streaming video, podcasts, audio recordings, logos and PowerPoint presentations, among others.  Providing a Q&A section saves time by eliminating the need for company employees to repeatedly answer the same questions.  It is a section to provide answers to commonly asked questions.  A position paper is a persuasive editorial that provides the official company stance on an issue.  

Main Differences Between Print and Electronic News Releases – Discussion Post 4| PR 06301 – Basic PR Writing

by Briana M. Andrews, posted in Strategic Communication

Public Relations and Digital MarketingBoth the print press release and electronic news release are effective methods of delivering newsworthy information about a business.  They are similar in nature, and the requirements for each include effective writing, grammar, planning and critical thinking.  The main differences between a print and electronic news release are audience and channels of distribution.  Traditional press releases target newspaper reporters, magazines, radio stations and television stations.  Electronic news releases cut out the middle man and are crafted to address the end user.   Print releases pitch to media outlets, while electronic versions pitch to media and directly to consumers.

Several features distinguish the two news release types.  For instance, electronic news releases are distributed by email.  It features a strong call to action, electronic contact information and includes links to photos and biographies. The online release includes mostly summary data with links to where additional info can be obtained.  Also, electronic news releases don’t include a boiler plate paragraph.  Print releases are generally longer and tend to include more quotes.

 

 

 

Pitfalls of Writing for the Media – Why Does the Media Dislike PR People? – Discussion Post 3| PR 06301 – Basic PR Writing

by Briana M. Andrews, posted in Strategic Communication

There are many challenges associated with writing for the media.  Several pitfalls related to media writing coincide with the reasoning for disdain aimed at PR people.  Historically, public relations professionals held careers beginning in journalism; practitioners would come directly from the newspaper industry.  This enabled strategic communicators to think and write like journalists.  Both journalists and PR professionals are skilled communicators.  On one end, you have media gatekeepers and on the other, you have professionals seeking to gain access to media outlets on behalf of a client or cause.  PR is rooted in persuasion and conviction, however, people don’t like being “sold” on things.  PR people are hired to research, plan and develop a strategy to deliver a message and mold perception.  Understanding the scope of the profession inherently makes people skeptical.

Public Relations and Digital MarketingPR people are responsible for disseminating factually accurate, grammatically-correct, timely and localized information of interest to the publication’s audience.  In many cases, PR writers craft releases to pitch to media gatekeepers.  The approach used should differ from tactics used when writing directly for the reading public.  With the increased use of internet-based media outlets, many publications are eliminating editors.  Poor writing becomes a matter of contention between the media and PR writers.  Reporters and editors resent PR people dumping news on them that isn’t truly newsworthy.  Other negative attributes include formula writing, bad verbs and quotes, excessive titles, subjective adjectives, overhyped statements and fluff.

PR professionals are often placed in a difficult position when the clients they represent are adamant about the inclusion of certain information.  An example of poor insertion at client request include direct quotes from the CEO in the lead.  Other reasons for media professionals disliking PR people include not adhering to the AP Stylebook, and not including all information in the release such as social media links, audio/visual links and key contacts.

What Makes PR or Strategic Writing Different Than Other Types of Writing? – Discussion Post 1| PR 06301 – Basic PR Writing

by Briana M. Andrews, posted in Strategic Communication

Public Relations and Digital MarketingWriting is the most important and sought-after skill for public relations professionals.  Other types of writing are different than PR or strategic writing because of tone, audience and objective.  PR writing strikes a balance between art and science.  Creative writing has more artistic freedom and is written to entertain.  Public Relations has creative license, but it’s aimed at persuading the reader.  Literature and other forms of creative writing can leave room for interpretation.  Strategic communicators must be clear and concise in their writing.  Messages are planned and carefully executed. 

Authors in academic writing, technical writing and scientific writing pride themselves in crafting complex messages.  At times, these styles of writing are long, wordy and difficult to read.  The use of jargon in these types of writing can present the author as a subject matter exert.  This is different than public relations writing where complex information is crystalized into easily understandable terms.

Of the various types of writing presented, public relations writing shares the most similarities with journalistic writing.  News media is the preferred mode of promoting products and services.  Strategic communicators take journalistic approaches since they pitch information to reporters to disseminate.  Journalistic writing is objective in tone and presents information to educate an audience.  This is different than public relations where information is presented on a client’s behalf to persuade publics and manage reputation.  PR writing anticipates objections and messages are crafted with persuasion and conviction.  Another key distinction between journalistic writing and PR writing is that reporters write for the readers of their respective media outlet.  Strategic communicators address various audiences including both internal and external publics.