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.
The way people receive news is changing and so is the way that we, as communications professionals, distribute news. At Communiqué PR we are often asked by our clients to develop a press release for product announcements, awards and openings. However, this is not always the most effective way – in terms of time, money or objectives – to garner coverage and help the organization achieve their business objectives.
We have written about the impact of social media on tools such as press releases in the past, but even with changes in media, a press release still serves a purpose. A press release is still helpful to create a permanent record of news and can live on an organization’s website, or may even be required for publicly traded companies when the information being announced is potentially price sensitive, but more and more reporters are ignoring press releases as their inboxes are inundated.
We have found that personalizing pitches (or as we call it, drafting “buddy emails”) can often be more effective in both building relationships with reporters and securing coverage. A buddy email helps to bundle up the elements we can offer a reporter: from visuals to a spokesperson, or even a third-party reference. The more effectively you can develop the story in an email, the more successful you will be in securing coverage.
As a former reporter, I rarely opened press release emails that did not contain a personalized note teeing up the press release. For one, journalists have very limited time and it is helpful to have a short introduction to the news. Additionally, it feels much more personal to have a note for the reporter than a copied and pasted press release.
For example, in January, Communiqué PR worked with the Omni Group to secure 17 briefings at Macworld. Instead of doing a press release announcing the Omni Group’s participation at the event, we developed personalized emails to reporters, outlining the topics CEO Ken Case was able to discuss.
Additionally, we recently developed a pitch for one of our clients that offered them as a third-party resource to tee off of an upcoming Microsoft announcement.
Ultimately, we evaluate what is best for our client on a case-by-case basis, but some news does not warrant a press release. In the past, the press release was a go-to platform for all announcements, but as the media landscape changes, it’s important to evaluate the objectives of the announcement and think through the most effective vehicle for disseminating information.
What other ways have you been able to successfully secure coverage?
A LinkedIn Company Page is important for multiple reasons. It is a place for a business to share its story and present the company image to potential customers. It gives the company an opportunity to advertise its products or services externally while also helping to showcase internal connections. Therefore, it is important that this page represent the business to its fullest potential as it’s often the first impression a potential customer will have of the company.
As I am continuing to learn more about LinkedIn, I decided to educate myself more on Company Pages. I ran across the Inc.com article, “How to Launch a LinkedIn Company Page.” While I thought this article offered great advice on starting a Company Page, I’ve realized that there are some less common, but more strategic, ways in which a company can use LinkedIn to help its business grow. Here are three tools that a company can apply to help maximize its LinkedIn presence:
Collect Customer Recommendations: Similar to the recommendations application on a personal LinkedIn profile, a business can have its customers recommend services on LinkedIn. These references are visible to the public, so when potential customers are reviewing the company’s page, they are able to read these recommendations. This service can provide a huge advantage for the company because it is a free way to build the brand name and gain customer confidence in the services. What’s the best way of getting these recommendations? A good place to start is by asking your close friends who have used your service in the past. Also, help others out by writing recommendations on pages of companies with which you have worked. A recommendation doesn’t have to be long, and the more you write for others, the more you are likely to receive.
Company Advertising: Company advertising on LinkedIn can be a very effective mechanism. Companies are able to direct its advertisement(s) to a very concentrated group which can be selected based on the job position or a particular set of demographics that the company wishes to reach. The downside, however, is that there is a cost. There are two ways you can pay for ads on LinkedIn: pay-per-click and pay-per-1000 impressions. With pay-per-click, there is a set charge each time someone clicks on your ad, but in order to avoid extensive costs, you can decide on a maximum number of clicks per day to stay within a reasonable budget. With the pay-per-1000 impressions method, the company will pay a set price per 1000 times the ad is shown, regardless of the number of times the ad is clicked. Which method makes the most sense? Unfortunately, there is no right answer. Much of the decision depends on what you are trying to accomplish and what you can afford. Establish an objective and budget and run the math for both options to help determine which type will be most effective.
Incorporation of Links: Include links on your LinkedIn Company Page that connect viewers to other company information on the Internet. This facilitates and encourages potential new customers to continue reading about your company and it is essentially a free form of advertising. First and foremost, be sure to include links to your company’s Twitter, Facebook, blog and other social media sites related to the company that give off a positive impression and help educate potential customers.
LinkedIn Company Pages have a lot to offer businesses, but the trick is to understand how to utilize them properly. Although the basic components of a Company Page are a great place to start, in order to step out of the crowd and get more attention, it is important to go above and beyond the standards. Try experimenting with the tips listed above and see how your Company Page can grow.
For more information on LinkedIn Company Pages, visit http://learn.linkedin.com/company-pages/
As communications professionals, we at Communiqué PR don’t always like surprises. But no matter how much planning and preparation we do for a client, we’re bound to encounter a surprise or two. A product announcement just leaked before launch? A competitor publically dinged a client’s solution? A story got bumped, or our client’s quote wasn’t used in the final article? These unwelcome and unexpected surprises happen from time to time.
PR can sometimes be more of an art than a science, so outcomes can be hard to predict. That said, it’s important to provide our clients with strong, well-thought out estimates around expected results for each activity. It’s also just as important to communicate any potential changes to the results we’re all anticipating. As you may have read in our previous blog post about Communiqué PR’s Client Service Ethic, one of our key values is establishing shared expectations with our clients regarding PR activities.
Establishing shared expectations means:
- Providing estimated results before an activity. By sharing the results we expect to achieve based on each activity, it allows our clients to determine if the activity should be scaled up or down to best meet their business and communications objectives. It also educates our clients on the value of certain activities and subsequent results compared to others, such as the depth of coverage versus the quantity of coverage.
- Shifting the expected results as the plan changes. When it comes to announcements or launches, plans sometimes change. Whether we identify a new third-party reference, a customer decides they can no longer participate in a press release, or a product launch date slips, we can work around any changes and challenges that arise. However, as the strategy changes, the results will change, too. We strive to communicate the potential impact of these changes as soon as possible so our clients understand the implications of how each shift can affect the end results.
- Sharing results as soon as we can. If an article posts, we flag that for our clients as soon as we can. On the other hand, if a story gets bumped or the coverage schedule changes, we flag that for our clients quickly as well. We value transparency around coverage and don’t want to keep our clients in the dark when it comes to generating results.
While unwelcome surprises can sometimes be unavoidable, by establishing these expectations with clients, we help ensure there are no surprises when it comes to the actual results of PR activities. We strive to keep the lines of communication open and ensure our clients feel informed and prepared every step of the way.
As a new intern at Communiqué PR, I showed up on my first day having no idea what it would be like to work for a small PR firm. I knew very little about what my responsibilities would include, and even less about the people who worked here. But I am happy to say that right from the beginning, any fears or anxiety I held about the position were quickly washed away.
I was immediately greeted by a handful of friendly faces, and much to my relief, because of its boutique size, I could even remember everyone’s name from the get-go.
The more time I spend here, the more I learn about what it means to work in PR. Additionally, I have learned what a positive working atmosphere can look like, and that is perhaps even more valuable to my growth.
Although the team here at Communiqué PR encompasses many great traits, I have narrowed it down to three that I feel are most representative of the Communiqué working environment.
- Camaraderie: After just my first day, it was obvious to me that all of the employees here work exceptionally well together. Collaboration in small groups can be a challenge, even for many business professionals, but here at Communiqué, the staff excels at this. Taking on client projects in pairs or small teams demonstrates the trust and mutual respect they share for one another. I have been extremely impressed with each individual’s ability to be honest, understanding, and dedicated to help the other woman in whatever way they can.
- Passion: Even from an outsider’s perspective, I think it is clear that the women who work at Communiqué PR truly value their relationships with one another, not just on a professional level, but on a personal level as well. In the few weeks I have been on board, I have already seen new friendships forming, and old friendships continuing to grow. In addition to genuinely caring for each other, it is also clear that every member of the team has passion for the work that they do. I can hear the excitement in their voices when talking about different projects, and it is easily evident that they truly want the best for their clients. Each morning when I walk in at 9 a.m., the office already holds an atmosphere of lively energy, and when I leave each evening at 5 p.m., the office is still buzzing.
- Fun: It goes without saying that this team is comprised of extremely dedicated and hard workers. But what I think is more unique about the group is their ability to enjoy themselves and have fun throughout their workday. With this being my first PR Internship, I had my doubts about whether or not enjoyment was truly possible in an office setting, but now I can say I’ve seen and felt it for myself. Whether they all go to lunch together, enjoy an ice cream on a warm afternoon, or share a good laugh during the day together, there is no limit on the amount of fun and enjoyment these women have when they are together.
I feel lucky to have the opportunity to work at Communiqué PR, and I know that I am going to come away with not just a deeper understanding of public relations, but also a greater understanding of what it is like to enjoy your career and the people with whom you share it.
It might sound like a tip from an overprotective mother, but once you post something on the Internet, it becomes public and it is hard to undo. I’ve heard adults pass this knowledge along to teens that live and breathe in a virtual world, posting every feeling or rant to Facebook or Twitter.
There have been plenty of articles about how sharing too much information or the wrong information via Twitter can put you, as an individual, in danger, but the same is true for brands. Just like sharing personal information, such as your address, social security number or password is a no-no, there are certain tweets a company should also avoid.
We have all heard the horror stories of employees posting to the wrong handle, but even simple, intentional posts meant to increase engagement can be harmful. Ragan Communications recently published an article, “12 things not to share on Twitter–ever,” that offers some advice. I pulled some of the Ragan tips that I’ve found helpful as we work to manage social media handles for some of Communiqué PR’s clients.
Consider the following:
- Don’t Bash the Competition. Take the high road and leave the competition off your Twitter handle. You’ll only draw attention to your competitor and could create a Twitter war, which takes the focus off of your customer. For example, have you seen political ads that bash the competition? Ask yourself how it resonates with viewers, because it will often drive them away. We typically recommend that our clients take a positive approach.
- Don’t Brag About Your Vacation. Some brands overshare and post vacation photos from their employees, but this can hurt you. Posting extravagant photos of you diving in Bora Bora can make customers jealous and remind them of how much money you are making off of them. We also suggest thinking through how your post links back to your company’s objectives. Mediabistro also offers additional reasons why posting about vacations are not a good idea for professional and personal reasons in a post, “This Summer, Don’t Tweet Your Vacation.”
- Don’t Promote Your Political Agenda or Religion. Religion and politics are two hot button issues that you should avoid. Both can create divides and as a brand, you don’t want to turn off a potential customer.
- Don’t Throw Tantrums. Avoid ranting or whining tweets. A lot of people use Facebook and Twitter as a platform to rant about work, friends, relationships and the government, but brands should avoid tantrum tweets at all costs. For example, celebrities that maintain their brand on Twitter often make headlines for their Twitter rants and quickly follow it up with a public apology. As a company, avoid this spotlight.
- Don’t Get Angry. It is easy to respond to tweets and shoot back at those that have wronged you, but you should avoid this. Sending angry tweets makes the company look bad. For example, we had a client that was being “bullied” via social media about a corporate change. We let the conversation play out and didn’t engage. Most of the time, the bully won’t be satisfied with the response and you will only fuel the fire. The flame will extinguish on its own.
- Don’t Exaggerate or Lie. Have you ever seen an infomercial that makes outrageous claims that you know are too good to be true? Don’t use your Twitter handle to do this either. Your company and credentials should speak for themselves. If you exaggerate or lie, people will likely find out and lose trust in your brand.
- Don’t Rely on Your Intern. Many companies think that because someone is young, they are savvy with social media and know how to properly use Twitter. But being young often comes with inexperience, so make sure whoever you put in charge of the social media account is the best point person. One mistake on Twitter can damage your brand. For example, Marc Jacobs had an intern designated to manage its Twitter handle. A few weeks into the job, the intern had a meltdown via the Marc Jacobs handle and tweeted, “I can call him out! I’m out! Won’t work in this town again! I know that! Learned a lot. But, I don’t have the energy for what is expected!”
- Don’t Tweet During Happy Hour. Happy hour is not an appropriate time to Tweet from a professional handle. After a few drinks you could either post something you normally wouldn’t post or misspell something.
- Don’t Get Too Personal. You want your Twitter followers to feel like there is someone behind the handle, but be careful not to expose too much and make it about you.
If you are in doubt, it is best not to post something you’re unsure about. You should always err on the side of caution. Make sure you are staying true to your brand and sending messages you want your consumers to associate with you, because you never know who is watching or when those posts might resurface. For more tips about Creating an Authentic Presence on Social Media or Tweeting as a Brand: Do’s, Don’ts and Companies Worth Learning From, read our previous posts on these topics.
Struggling to keep employees motivated and passionate? Caught up in the humdrum of daily life? Consider trying goal setting, in the office or in your personal life! Goal setting is beneficial to both personal and professional management. Setting goals, and displaying them, is both motivating and a reminder of the bigger picture. Additionally, it is helpful for project organization. I first came across goal setting when I worked at Lululemon, the popular athletic apparel store. They had every level of employee fill out a simple goal sheet, categorized by ”health,” ”personal,” and ”professional” one-year, five- year, and 10-year goals. I loved the idea and have continued to do it in my own life. Why should you or your employees try it?
Inspiration: In any business, it’s important to inspire passion in your employees. In PR, the variety of clients and projects make for few dull moments on the job. However, it is still essential to keep employees engaged with and zealous about their work. Setting goals can help you, or your staff, remain diligent about work, serving as a reminder as to why day-to-day activities matter, whether they be in the office or in your personal life.
Big picture thinking: Goal setting allows you to think in the long term, focusing on the big picture. This can be helpful when thinking about big-picture goals for your company, your position at work, or yourself. We often complete messaging workshops for clients asking where they see themselves down the road, or what their big goals are—why not try the same big picture approach to your own life and career, or your staff’s?
Motivation. Goal setting provides something to work toward, which can be extremely motivating, especially if you are caught up in a tedious or tiring task. Goal setting reminds you why you are on the path you are on, making small tasks part of a big-picture achievement. Seeing the light at the end of the tunnel can be motivating, for employees or for yourself.
Time management. While goal setting may seem abstract and imaginative, it actually provides a sound strategy through which efficient time-management decisions can be made. Once you have established long-term work or personal goals, you can determine your strategy for realistically achieving them. What needs to be done in the next six months? The next three? Today?
If you are looking for some inspiration, either in the workplace or in your own life, consider setting a few goals, and breaking down how they can be achieved. Writing down goals, and thinking through what needs to be achieved to accomplish them, is a powerful motivation tool in your daily life. Grounding big goals – whether they are for your company, your staff, or yourself – in manageable tasks can help make big picture dreams a reality.
For more information on goal setting, check out: