Insights for Leaders Navigating
Visibility, Credibility, and Growth.
From media strategy to reputation management, we explore the trends shaping public perception and share the approaches that drive measurable results for growing brands.
If you work in media or technology, you might be aware that Google recently introduced a new search page feature, “In-Depth Articles.” The feature, which aims to provide “thoughtful in-depth content” that “remains relevant long after its publication date,” offers up links to long-form articles at the bottom of the search results page—similarly to how images or videos are sometimes queued up at the top of the search page.
This has implications for both media and corporate communications. In terms of media, as PR Daily recently noted, this is a win for traditional long-form publications—long-form content will now be offered up immediately to users searching for relevant keywords. This could dramatically increase viewership, which could be a boon for publications trying to hold onto viewers and increase ad revenues. However, for companies looking to manage their reputations, this might be a win or a loss, depending on what type of in-depth media attention is associated with a business’ name.
With clear implications for media and corporations, you might be wondering: How are these articles selected? Well, only Google really knows, but David Andrew Goldman, chief strategy officer at Five Blocks, Inc., and Richard Dukas, CEO of Dukas Public Relations, recently conducted a study on Google’s new in-depth articles feature and found the following interesting statistics:
- Of consumer-facing Fortune 500 companies, found that 65% of the newly designated in-depth articles were unfavorable by PR standards.
- Top publications featured in the new section include The New York Times, BusinessWeek, Vanity Fair, Wired and Rolling Stone.
- So far, Google has added in the search feature for only 28 of the Fortune 500.
- Some articles go back as far as 2007.
For those interested in reputation management, this information makes clear what media coverage will be important in terms of Google search results. Securing a media placement that lands in Google’s in-depth features section has implications for a client, long after the story runs. This also means that, more than ever, it’s important for companies to carefully consider their public persona and media portrayal; negative attention can now end up on the screens of potential customers around the world.
This development also signifies a change in media that will be interesting to follow over the coming year. As Goldman and Dukas point out in their article, the conversion to long-form media is thought-provoking, as the public has grown accustomed to short articles, often in list format. However, Kindle Singles, ProPublica, Byliner and others are all media outlets that are successfully reaching audiences with long-form stories. We’re curiously watching this shift pan out.
If your business needs counsel on reputation management and media relations, do get in touch. We’d be happy to see if we can work together.
My husband and I are into biking vacations. We find them to be an ideal way to see new countryside, meet the local people, learn about an area, and earn the benefits of exercise. When you are cycling 25, 35 or 65 miles a day, you can pretty much eat whatever you want!
This year we signed up for Backroads’ Big Sur trip – cycling from Monterey to Santa Barbara along California’s renowned Highway 1 before exploring the Santa Ynez Valley. Some good friends joined us and our vacation was everything we expected. The Pacific Ocean was a vibrant blue, the sun bright, and the group interesting. And it provided a much-needed break from my work in the world of public relations.
Nonetheless, while peddling out of Carmel, I got to thinking about business – specifically Backroads’ business and the lessons I could learn from my observations. Founded in 1979 by Tom Hale, a fellow Oregon Duck, Backroads is now the world’s No. 1 travel company and for good reason. Backroads seems to be unfailing in its commitment to making its trips as fun as possible – and they do this for each “individual” person. This is no easy feat. On our Big Sur trip, there were 22 people of varying ages, fitness abilities, interests and backgrounds. So how do they do it?
As far as I can tell, Backroads’ recipe for success is built on 1) its leaders; 2) its training process and 3) its marketing.
The trip leaders are Backroads’ most important asset. Certainly, there are others – fleets of well-maintained bikes and vans, trailers, ample food, etc., but I believe that without question the leaders are the most essential ingredient to creating a consistently excellent guest experience and building the brand. In my five trips over nine years each was first-rate and memorable.
These leaders are the ones that put the trips together: selecting routes, restaurants and hotels. They fix broken bikes, share safety tips, answer questions, solve problems and accommodate myriad requests. They consistently demonstrate an amazing array of skills – they are well-organized, articulate and natural leaders adept at managing a group. They can maneuver heavy vans and trailers. They are dedicated, hard workers – often up at the first light of day setting up and preparing for the morning route rap, and the last to go to bed after making sure the group has dinner and is comfortably ensconced in the hotel.
Since the leaders are my heroes, I asked one of our guides, Courtney, about the hiring and training process. She explained it is a rigorous process involving applications, interviews and a Leader Hiring Event. Tom Hale, she said, still attends many of the Leader Hiring Events and takes an active role in selecting leaders. Apparently, he can tell whether a candidate will make a good leader just from his or her introduction.
Once hired the new employees receive intense training to further develop their skills and learn about the regions where they will be leading. Courtney explained many people opt out during this process, but the ones that stay on are poised for success guiding trips in some of the most beautiful regions worldwide.
My final observation involved Backroad’s marketing. It is true that Backroads has a comprehensive website, newsletters and expensive-looking but entirely free catalogs with beautiful photos, but the customer experience really speaks for itself. People love these trips and truly believe Backroads is a better way to see the world. Backroads capitalizes on this with an entire section of its website devoted to customer testimonials. They also invite guests to enter annual Backroads Photo and Video contests and offer compelling prizes to winners – many of the people on our trip were working to capture a winning image.
Backroads is a role-model company. I am already daydreaming about my next bike adventure and hope someday to actually get the opportunity to meet Tom Hale.
Recently, PRSourceCode released some interesting data from a survey they conducted with technology-focused journalists and PR professionals. The goal of the survey was to identify the best practices for building relationships with technology journalists.
The survey revealed some significant and useful insight. One area that I found particularly interesting was an examination of the methods PR pros rely on to pitch journalists versus the ways journalists prefer to be pitched.
According to the survey, the top methods used by PR practitioners to pitch journalists include:
- Email – 100%
- Phone – 70%
- Twitter – 42%
- Comments on journalist’s blog – 23%
- LinkedIn – 15%
On the flipside, the top methods preferred by journalists to receive pitches are:
- Email – 99%
- Phone – 43%
- LinkedIn – 35%
- Twitter – 32%
- Comments on their blog – 13%
Notice that pitching journalists through LinkedIn is the fifth most-used method for PR pros while journalists have indicated that LinkedIn is their third most-preferred method for being pitched.
I’m connected to a number of journalists on LinkedIn and comment as appropriate on their LinkedIn updates. But admittedly, I’ve never used LinkedIn to pitch them. Email and phone will always be the go-to methods for reaching out to journalists, but after seeing the survey results I’m going to seriously consider LinkedIn as well. My one caveat would be to ensure that journalists I regularly pitch have indicated that it is OK to use LinkedIn as a channel for pitching.
Figuring out the most effective way to communicate is a key factor in the success of any relationship and the same holds true for relationships PR practitioners build with journalists.
For more information and to download the full report, visit the PRSouceCode website:
www.prsourcecode.com/2013TopTechcommunicators.
We live in a world of communication overload. I know that I get overwhelmed managing two email addresses, a Facebook account, Twitter account, Google+ and a LinkedIn account. I receive thousands of messages each day across these platforms, but realistically there are not enough hours in the day to read them all. So the question is, how do people select what to read?
I had the opportunity to attend a PRSA event titled, “Social Media Writing Bootcamp.” During the session, led by Ann Wylie, a communications and social media guru, we learned the reasons why people read and share via social media and tips for being heard. Because there are so many messages suffocating individuals, people pick what they will read based on two questions:
- What’s in it for me?
- What do I have to do?
The majority of readers select and share information that is interesting, entertaining, helpful or funny. As social media writers, we need to develop content that is relevant, interesting and easy, in order to be heard. I’ve outlined some tips Wylie shared during her session below.
- Be Relevant. To be relevant, be an informer. Wylie suggests sharing tipsheets, studies, white papers speeches and webinars. Social media channels should not just be a venue for distributing press releases. In fact, that should be a small portion. Most posts should be about the reader, use “you”, and focus on how-to guides.
Using numbers in the headlines can also help drive traffic. Have you ever noticed how websites like Buzzfeed always use odd numbers in catchy headlines? Apparently there is method to their madness. Odd numbers do better.
Wylie also shared the 70/20/10 test. This means that 70 percent of your Twitter content should be sharing tips and tricks. 20 percent should be joining conversations, introducing people, answering questions and commenting on other posts. Only 10 percent should be “chirping” or talking about yourself, whether it is a company or an individual. For example, tweet like JetBlue:
@JetBlue: If you’re traveling today, be sure to check your flight status. Weather in the Northeast is causing delays. http://bit.ly/jbalert
- Be Interesting. Social media posts need to be interesting, catchy and thought provoking. Wylie suggests writing in the V.O.B., voice of the blog, not the voice of the company. You want posts to have a personality versus being corporate speak. A good exercise is to decide what that voice will be, and be consistent. Are you the favorite uncle? Jon Stewart? Anderson Cooper? A good test is to read your tweet after saying, “Hey! Did you hear?”
Wylie pointed to the FBI as a great example. Most companies will not have content as engaging as the FBI, but you can learn from their catchy phrases. Three tips for tweeting like the FBI? Find the drama, push the verb and choose interesting nouns. Here’s an example:
@FBIPressOffice: Con Artist Who Scammed Nuns Gets His Due: How a New Jersey man defrauded an order of nuns and others out of mo… http://1.usa.gov/15ubCi6
- Be Easy. The last tip is how readers decide if they’ll click based on how much effort is required. To help elevate your posts, cut through the clutter and make your posts and blogs easy to scan. You don’t want readers to have to work to view your content. Blogs and online material should be clear and concise. The easier your tweet is to read, the more likely you’ll get picked up in a sea of social media messages.
Ragan.com does a great job of publishing blog posts that are short and easy to scan. The headlines are also catchy and include odd numbers. Here’s an example:
5 signs PR is the wrong career for you
There were many other takeaways from the social media bootcamp and if you have an opportunity, I’d highly recommend attending a future session. As PR professionals, we are tasked with constantly learning, improving and adapting to our changing communications culture. It is great to have professional resources like PRSA to help with continued education and provide a forum for exchanging ideas.
What are your tips for posting to social media channels?
Today marks my first anniversary as a full-time employee at Communiqué PR. Although I interned with the company off and on throughout my time at the University of Washington (go Huskies!), transitioning from interning to working full time has provided a few valuable lessons. For anyone embarking on their first year in the industry, or in the professional world in general, here’s some of what I’ve learned.
Say yes to everything new that comes your way. At Communiqué, I have a wide range of responsibilities, and have had the opportunity to work with many different clients, businesses and technologies. This diverse experience keeps things interesting and allows me to figure out about which part of PR, and business, I’m most passionate. Starting out, it’s certainly tempting to stick to what‘s comfortable and that which you’re explicitly chartered. Taking on new, unfamiliar projects can be intimidating. However, I encourage anyone just starting out to say “yes” to new tasks. When you’re beginning your career, saying “yes” to every opportunity to learn and experience something new can only help.
Accept criticism. It can be a little intimidating to have multiple voices chime in about a project on which you’re working. However, rather than getting discouraged by this process, I’ve learned to truly value feedback and criticism. When editing a press release, for example, looking carefully at what colleagues have modified is an education in itself. Just like when in school, you want to improve your work with time, not remain static. Criticism can often produce inspiration, especially in a creative atmosphere. Learn to love the red marks.
Take advantage of your colleagues’ experience. When you’re new to a field, instances often arise in which you feel overwhelmed and underprepared. A quick five-minute conversation with a coworker about how he or she has handled similar situations can be very enlightening. Coworkers can also be a source of advice and coaching outside of daily tasks. I’ve received invaluable guidance from everyone at Communiqué PR about career direction, networking, apartment hunting—you name it. Your colleagues have likely experienced similar challenges and opportunities, and therefore have a wealth of information and insight.
It’s been an incredible year with Communiqué. Working with our team and clients is a rewarding and educating experience. I’m excited for what the next year will bring and what lessons I’ll come away with in another 12 months’ time.
In order to celebrate one of our colleague’s embarking on a journey to San Francisco, the whole Communiqué PR team recently visited Seattle’s Fremont Brewing Company. It was my first time there, but before I even walked through the door, I could feel the energy from the outdoor seating area. It was full of smiling people enjoying a glass of beer on a sunny summer evening not far from Lake Union.
Picture Courtesy of Fremont Brewing Company
While we were appreciating the atmosphere and, of course, cold glasses of beer, something in our conversation sparked a debate. We noticed that there were no signs outside the brewery to identify it as the Fremont Brewing Company. The only identifier was the label printed on the glass. So why wasn’t the label on a large sign outside the building, informing Seattle of this amazing spot? As a student studying marketing and an aspiring PR professional, I was confused. I know that I haven’t been in the business long, but this goes against what I have learned about marketing. Businesses usually aim to gain exposure in order to create a strong brand, which then influences people’s purchasing decisions. However, Fremont Brewing Company didn’t even have a sign – how could this build a brand with a clearly strong following?
Lucky for us, we discovered we were sitting next to the owner, Matt Lincecum. Naturally, we asked about the lack of signage. I was particularly intrigued because I drive past the brewery every night on my way home from the office. On more than one occasion, I’ve looked for a sign to connect a name to this spot that never fails to draw a crowd (even on a cloudy day).
Matt shared his reasoning behind this: The lack of signage sparks people’s curiosity about the brewery and instantly creates an exclusive feel that makes people want to stop by and become a part of it. As he explained this, I realized he had executed this unconventional approach perfectly. I personally and completely fell into Matt’s trap! I constantly mention the “mysterious place” to my friends, wanting to know what was drawing in such a crowd, and suggesting we try it out.
My next question was, if you didn’t happen to pass the brewery, how would you know it existed? The answer in the case of Fremont Brewing Co. is, according to Matt, word of mouth. Matt has harnessed the power of customer references to succeed in a growing industry in which there is plenty of competition.
After seeing the prosperity of Fremont Brewing Company, I have a few questions about the approaches I’ve learned in my marketing classes. Clearly, there are different paths to successfully marketing a business and creating a strong brand. Matt’s unconventional approach, disregarding signage and traditional marketing, has been hugely successful – the constant crowds outside of the brewery are a testament to this. So the question becomes, if you have a well-received and successful product, service or business, do you need to spend time and effort gaining exposure? Or can word of mouth and intrigue suffice? Please share your comments below – we’d love to hear your thoughts on the matter.
On a separate note, all of us at Communiqué PR – now that we’re fans and likely regular visitors – would like to thank Fremont Brewing company for a great evening and especially Matt Lincecum for sharing some of his business tips. If you are ever looking for a PR team to further enhance your already successful word-of-mouth approach, we’d love to work with you.