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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.

Maximizing resources for multiple clients in the same industry

Supporting multiple non-competing clients within the same industry can be challenging, especially when it comes to staying organized and maintaining professional boundaries. However, there are ways PR professionals can leverage industry knowledge and experience to maximize results for these clients.

Below are some best practices to implement when working with multiple clients in the same industry.

Maximize research. When conducting research for one client, it’s helpful to note findings that could be relevant to other clients’ communication goals. This may be anything from shifts in the market to new reporters to important industry data points.

Flagging these notes to all the relevant account teams streamlines and maximizes your research. Keep all clients in mind as you learn about the industry. This saves time and maximizes the results of your work.

Investigate industry events and awards. Most events and awards aren’t specific to a sector or specialty. Consider keeping a master spreadsheet that tracks important deadlines, costs, etc., for general industry events and awards. This lets you highlight specific opportunities that align with each client for speaking, exhibiting, sponsorship or award opportunities.

If one client wants to pursue an event or award, make a note of their experience. You can use these notes for multiple clients in the future.

Stay up to date on industry news. As we all know, keeping up with the news cycle is critical in public relations. When you have multiple clients in one industry, they are likely impacted by the same current events. Be sure to stay ingrained in industry news and think through how the news directly affects each client. This helps you stay on top of news coverage for competitors of all clients, as well as how different reporters cover specific topics.

Support networking opportunities. Industry members often run in the same circles. Don’t hesitate to connect your clients with one another. They may find mutually beneficial ways of working together, and you could facilitate that relationship.

Leverage media relationships. Developing “friendly” media relationships can benefit all your clients. Consider seeding these relationships with a note introducing yourself to the reporter and highlighting client subject matter experts who could serve as resources. Then, ask what they enjoy writing about and determine if one (or more) of your clients can support their reporting.

While supporting multiple organizations within a shared industry can be intimidating, there are ways PR professionals can maximize their knowledge and resources to achieve desired results for both clients.

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Looking for a career in PR? Here’s what to consider.

When looking for your first PR job, this industry might seem at once unimaginably exciting and yet impossibly opaque. Some surprising questions might pop up during your first job search.

As someone in the early stages of their PR career, I have some insight into the industry that might be helpful to those trying to break into PR. Here are some questions you should ask yourself when searching for your first job.

  1. What interests you? What could you be interested in?

Believe it or not, nearly every field or industry uses some form of public relations. Your interests can help guide your PR career trajectory. For example, say you studied public relations in college but have always been interested in science. Many PR professionals have targeted careers in science, technology or engineering.

As an early professional, it is the perfect time to try different fields while gaining foundational knowledge about PR. Many skills are transferable across PR roles. Don’t panic, however, if you find yourself in a field you are not interested in. Learning what you don’t like is just important as learning what you do.

  1. Would you prefer in-house or agency PR?

This is a big question. The differences between in-house and agency PR include working environment and job responsibilities. In-house PR means working for one company on its PR deliverables. Your focus will be that client, allowing a deeply integrated understanding of the brand. While you’ll still be performing media relations, this is typically at a smaller level compared to an agency. In-house PR may also include internal communications, such as sharing company news and updates with employees.

When working for an agency or firm, you may work with a solitary client or on different client accounts. If you are working with multiple clients, it can be challenging to manage your workload and deliverables, but you will gain valuable experience by working for an array of industries and PR tasks.

No client is the same. PR professionals working at an agency must be adaptable and willing to become an expert in multiple client disciplines and industries. Agency lifestyle is exciting because there are always new tasks and things to learn. While in-house and agency work differs, there are overlapping aspects unique to each job role.

  1. Do you want B2B or B2C clients?

PR work is often divided into two categories: business-to-business PR (B2B) and business-to-consumer PR (B2C). B2B entails conducting PR work on behalf of businesses targeted toward other businesses. This requires pitching to specific business and trade publications and executing thought leadership tactics. B2B roles typically consist of longer-form, business-style writing.

B2C work is targeted toward consumers. This requires working with product-focused or advertorial publications. In today’s ever-evolving communication landscape, B2C can be more focused on advertorials, social media or influencers.

  1. What kind of work do you like doing?

When reading job descriptions, think about the types of work you enjoy doing. What was exciting in your college classes that you would like to continue in your career?

No PR job is the same. Take the time to find jobs that fit the kind of work that you enjoy. Don’t just jump at the first opportunity if it sounds like something you aren’t interested in. For example, if you dreaded writing assignments in college, maybe avoid positions with writing-heavy descriptions.

When you interview, be sure to ask what the job role entails to get a good feel for the work you will be doing. PR roles have different focuses that can include writing, media relations, social media, event planning and crisis management. Keep in mind which best suits you.

  1. What kind of company environment are you looking for?

The environment of a company is one of the most important considerations when looking for a career. Be realistic about what you want in a company culture and a work environment. Questions to consider include:

  • Do you prefer an in-person or remote environment?
  • What relationships do you hope to have with your team members?
  • Would you value having a mentor?

These questions open deeper conversations within yourself about the culture of the PR career that you seek. Assess each company by its job description and discuss in your interviews the culture and other aspects important to you.

When choosing something as important as your career, don’t be afraid to have an honest conversation with yourself. If you’re clear about what you are looking for, knowing what you want in your first PR role will become much easier.

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What you should consider before pursuing paid placements

When it comes to thought leadership, paid placements are often go-to tools. A well-placed thought leadership piece can help an executive position themselves as a subject-matter expert in their industry.

However, media placement opportunities have changed dramatically. Many outlets have adopted the pay-to-play model. PR professionals should consider several factors before pursuing a paid placement opportunity for clients. Here are a few questions to ask.

What are your clients’ goals? 

You should understand what your clients are trying to achieve with their PR efforts. Is it to grow a customer base? Launch a new product? Position themselves as thought leaders? Whatever it may be, make sure the paid opportunity will help your client achieve their specific goals.

For example, if your client wants to broaden its audience in the human resources industry, pursuing paid opportunities with HR and business publications offers the chance for your client’s thought leadership, services and products to reach new, relevant audiences.

What audiences is your client trying to reach?

When considering a paid placement, it’s critical to thoroughly research the publication. Who is its target audience? How many unique monthly visitors does the platform receive? What is its domain authority (DA)? Where is the content shared (e.g., website, social media, blog, e-newsletters, etc.)?

If your client’s services, products or content does not reach a significant and relevant audience, the return on investment for a paid placement may be low.

Is the content original?

Ensure your investment in paid placements is worth the time, money and resources. The content should be unlike anything that’s been published. Originality ensures audience engagement.

For example, an article on remote work during COVID-19 likely won’t warrant much engagement; the topic has been thoroughly covered over the past two years. When developing content for paid placements (or any placement), it’s critical that it offers a new perspective on a relevant and timely topic.

Is now the right time to publish?

With any placement, timing and alignment with client’s goals are critical. For example, if you’re developing an article targeting the manufacturing industry while your client is focused on accounting services, it may not be the right time to share the content. Instead, save the manufacturing article for when it is a focus of your client’s.

Content should reinforce a client’s current efforts. Big announcements or product launches can be perfect opportunities to leverage paid placements. They can increase your client’s visibility and help introduce their products or services to a new audience.

Do you know the outlet’s key performance metrics?

Measuring the ROI for any paid placement is essential. To do this, you must have access to key metrics about how a placement performed, including views, time spent on the page, link clicks, link shares, etc. Unfortunately, some outlets don’t share this information.

If you don’t have access to metrics, it’s difficult to know if your time, money and resources were smart investments. Access to this information can also help you better tailor future content to target audiences and determine if you want to work with the publication again.

Can content be used again?

Some outlets accept syndicated content, allowing you to reuse existing content. You want to ensure, however, that the paid opportunity allows you to do this.

Even if the publication doesn’t allow it, it’s possible to reuse the content in other ways. For example, the paid placement could be included in a company newsletter that reaches customers who may not follow the publication where it was initially shared. The content could also be shared on social media platforms with links to the original post, or as blurbs or tweets that highlight its main arguments or findings. Content can be repurposed in many ways to maximize the time and effort that went into its development.

Your next paid placement opportunity

Paid opportunities can be powerful ways to highlight your client. But before jumping at them, make sure they reach the right audiences, align with your client’s goals and position your clients as influential thought leaders within their industry.

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Announcing News at an Industry Trade Show? Case Study & Tips to Consider

This week, one of our clients, ZAPI GROUP, announced its new charging platform at the bauma Construction Trade Fair. With locations across the U.S. and Europe, it is a global leader in equipment and vehicle electrification with a highly integrated product portfolio of motion controllers, electric motors and high-frequency battery chargers.

The company’s new charging platform harnesses the collaboration and technical expertise of Delta-Q Technologies (Delta-Q) and Zivan, two battery charger manufacturers and companies that are part of the ZAPI GROUP. With bauma as one of the largest global construction trade shows, the event presented the opportunity for ZAPI GROUP to announce the expansion of its charging capabilities and the collaboration it drives in the construction sector among a prominent audience of reporters, partners and stakeholders across the industry.

Determining when a press release should cross the wire can be highly debated. Our blog post, “Interested in Meeting Next Week?” shares tips on best practices and strategies for media outreach at industry trade shows.

The blog outlines a few important elements to keep in mind, such as:

  • Objectives. Have a clear understanding of your objectives for sharing the news.
  • Content and approvals. The focus of the announcement and when a final draft of the press release will be ready will inform the strategy and timeline for outreach.
  • Conference guidelines. Some trade shows have rules about when companies can make announcements. This detail will impact the announcement timing.
  • Onsite availability. Will the team be available for interviews at the event? The answer to this question will inform if briefings should take place via Zoom before the show or in person at the event.
  • Outreach timing. The elements above will help guide timing; however, when a company wants articles to publish, the size of a trade show and the number of reporters planning to attend will impact outreach, embargo and wire distribution timing.

As with every announcement, our team worked closely with ZAPI GROUP to understand the objectives and the news value to customers, partners and the industry. As we planned for the announcement and trade show, we pursued in-person briefings at the event to help drive coverage of the charging platform and increase awareness of the companies involved. 

We decided to offer this news under embargo to key construction journalists and reporters attending the bauma event. We began embargo outreach the day the attending press list became available (a week and a half before the show). The embargo outreach led to two scheduled interviews, a handful of booth stop-bys and five reporters confirming coverage plans after the embargo lift.

While coverage from the bauma show will continue through the end of October and into early November, below is a snapshot of some of the coverage from the week of the announcement. Delta-Q also issued a press release highlighting its range of charging profiles. 

ZAPI GROUP Bauma Coverage Recap

Are you interested in learning more about embargo or trade show pitching? Reach out to us or check out other blog posts from our team:

 

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Microsoft Excel Tips for PR Professionals

Microsoft Excel has been a staple for my work in office environments, even after changing industries. I have needed Excel for multiple reasons, first in childcare management and now in my current role in a public relations firm. Excel is an essential tool for creating quality, data-related work, and I have found that even though I have Excel experience, my PR work has utilized functions in Excel that I had rarely used. This is because my past work managing our data would need a particular approach using similar data sets. But in PR, each client we work with has different quantifiable goals, meaning that we need our spreadsheets to be flexible but accurate.

Below are a few tips for beginners and important reminders for daily users to keep in mind:

  • Know the limitations of the version of Excel you are using – For this tip, I am referring to working in Excel workbook in a web browser versus the desktop application. The biggest reason this tip is on the list is that many clients we work for, including Communiqué, are remote. Excel for the web is a fantastic tool, especially in the remote workplace, but it can have limitations compared to the desktop version. Even certain functions can behave differently in a browser window than in Excel. When working on a shared Excel, I recommend selecting the ‘Open in Desktop App’ option in review. The updates will be made to the shared workbook, but you will have the full capabilities of Excel. Microsoft has a complete list of differences on its website; click here to learn more.

 

  • Know when to use absolute vs. relative formulas – The most common formulas used in excel use relative cell references. These are basic cell references that adjust when copied or when using AutoFill. This is great to use in your spreadsheets but can create issues when you need the formula or a part of it to remain unchanged after copying. Using the ‘$’ symbol can let Excel know to keep the column or row reference as is, even when it is copied to another location on the spreadsheet. For example, to change the relative formula (=A8+B8) into an absolute formula where both the column and row are to remain unchanged would look like this: (=$A$8+$B$8). Like other Microsoft applications, Excel has many shortcuts to help users speed up their output when creating and updating spreadsheets. For formulas, you can use the F4 key after entering a cell reference to toggle the various absolute versions of that cell, then back to relative after all options have been cycled through. As the user continues to press F4, the formula will cycle from both column and row being absolute, to just the row, to just the column, then back to the initial written relative formula. Please note that pressing F4 changes only the cell reference directly to the left of your insertion point unless the formula is highlighted.           

  

  • Make the most of your tables – Depending on what type of work is being done with Excel, tables may not be an often-used tool because of how powerful a basic spreadsheet can be. However, Excel Data Tables offer valuable benefits. They assist with adding more rows and columns without needing to update references for formulas, formatting, filter settings and other items. By default, tables come with their own set of filters, which can be done without a table, but Excel allows only one set of filters per spreadsheet. Creating more than one table can allow the user the option to sort by each table, giving more flexibility in filtering the data.

 

The Table Design tab is where tables can shine in terms of ease and accessibility. The table formatting and design can be quickly changed as well as a few other options with a single click. This includes duplicate data removal, converting to a range or pivot table, and more.

Microsoft Excel is an incredibly valuable tool for even things like a simple checklist because it can help us better understand our data and help us stay organized. If you use Excel in any capacity, I highly recommend learning more about the program to help make it work better for your PR needs. Even if you have been using Excel since its debut in 1985, the program is constantly updating and improving, so there is always more to learn.

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“Nothing to Envy”: Thoughts on Public Relations and Propaganda

Recently, I read “Nothing to Envy” by Barbara Demick. The book “follows the lives of six North Korean citizens over fifteen years—a chaotic period that saw the death of Kim Il-sung, the rise to power of his son Kim Jong-il (the father of Kim Jong-un), and a devastating famine that killed one-fifth of the population.”

Throughout the book, Demick shows how the government used a constant stream of propaganda to deceive and control a population of more than 25 million. Demick suggests that by eradicating the concept of objective truth, misinformation can completely control people.

My mind has been swimming for weeks as I’ve slowly read and processed “Nothing to Envy.” Looking at the book as a public relations professional, I can see how some people might misconstrue the purpose of PR and compare it to propaganda. But there are key differences between PR and propaganda.

Propaganda and PR do share some broad similarities: Both use mass media to shape perceptions, influence public opinion, and target specific audiences. The goal of both is to encourage people to take desired actions. Yet, there are intrinsic differences between PR and propaganda.

A quick Google search defines public relations as “the professional maintenance of a favorable public image by a company or other organization or a famous person.” Propaganda is “information, especially of a biased or misleading nature, used to promote or publicize a particular political cause or point of view.”

The most important difference is the truth of the messages. Propaganda relies on bias, half-truths and fear to influence the public’s attitude. Propaganda typically guides people toward an ideal, cause or political agenda. It aims to create a sense of “us vs. them.”

Propaganda is:

  • Aggressive
  • Focused on pushing an agenda
  • Intentionally based on half-truths and misinformation
  • Divisive
  • Used to damage and stifle opposing views
  • Oppressive
  • Designed to play on strong emotions
  • Incessant

PR is credible; it uses facts and showcases truth in a positive light. It’s based in the ethical, accurate presentation and dissemination of information. Occasionally, PR professionals engage in activity that aims to discredit a rival brand or company, but these practices are not in line with the industry’s code of ethics.

Demick argues that the North Korean government’s use of propaganda has created a vicious cycle. The state manufactures messaging to create desperation, instill fear and gain greater control, and North Koreans cling desperately to what the state tells them is the only path to salvation.

Pubic relations is not a tool used to oppress, divide and misinform people. Rather, it’s a mutually beneficial, two-way communication process between the sender (organization) and receiver (target audiences).

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