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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.
Key takeaways from PRNews’s “Measuring Earned Media Pitching In Today’s Hybrid Environment”
The industry is still learning how to navigate our post-pandemic world. From hybrid events to media relations, we are all adjusting to new best practices. This month’s webinar from PRNews provided some valuable guidance.
“Measuring Earned Media Pitching In Today’s Hybrid Environment” featured a panel of speakers that included Zach Cutler, CEO and co-founder of Propel; Alex Ebanks, consumer and multicultural PR lead of Xbox Global Communications at Microsoft; and Tankia Pradhan, SAE at Rokk Solutions. The panelists discussed how public relations professionals can adapt their practices to better align with a post-pandemic society.
The pandemic forced companies everywhere to pivot to virtual events and webinars as safer alternatives to in-person events. As the world returns to normalcy, however, the panelists say they’ve seen a growing interest in returning to in-person events. Here are ways your PR team can prepare for this shift.
- Use social media to promote your events. Creating a Facebook event or using hashtags can help spread the word and build anticipation. Leveraging social media resources is a cost-effective way to reach a broad audience of potential attendees.
- Consider live streaming. While you may be ready for in-person events, you should include attendees who prefer a virtual option. Live streaming events using Instagram, Tik Tok or other platforms can help virtual attendees feel included and boost your attendee response.
Social media isn’t just a tool for customers to learn about brands, though. It’s also a great way for brands to learn about their audience.
Social listening is tracking social media platforms for mentions and conversations related to your brand, then analyzing those conversations for opportunities to act. The fact that one in three consumers use social media to learn about new products, services or brands provides PR professionals the opportunity to leverage social listening in public relations strategies.
According to the panelists, these are some social listening strategies you can leverage to be timelier and more relevant in current markets.
- Invest in platforms like Brandwatch or Meltwater to gain insight into what your target audience is talking about. These platforms alert you when specific phrases or brand names are mentioned. PR teams can create alerts for popular terms or phrases, then leverage these conversations for newsjacking.
- Follow and utilize buzz words. Keeping track of what key terms your audience uses when talking about your industry can be extremely helpful to stay up to date on trends. Using these social media buzzwords in pitches lets reporters know that your pitch is opportune.
PRNews’s webinar provided key insights and advice for creating successful PR strategies in our new hybrid environment. Preparing for the return of in-person events and leveraging social listening can better equip PR teams to navigate the post-pandemic PR world.
Before entering the world of PR, I worked as a Lead Kindergarten Prep preschool teacher. To promote what is known as emergent writing, I created a curriculum introducing letters in age-appropriate ways. One of my main areas of focus was making letters more inviting for children. Creating a welcoming reading environment can make or break a child’s interest in reading.
Reading has measurable benefits, including greater life satisfaction. But the amount of time adults read for personal interest is dropping, this could be partly due to reading challenges, so encouraging reading is paramount. What if there was a tool that could help stop the downward trend? The creator of Bionic Reading believes that his writing system will help people who struggle with reading. While the project was first conceptualized in 2016, Bionic Reading went viral in May 2022 on Twitter.
it’s incredible how reading this feels like finally unlocking 100% of your brain
— juan (@juanbuis) May 18, 2022
(via @christophepas) pic.twitter.com/nU6CblVZWT
Bionic Reading’s philosophy is simple. It posits that bolding the first few letters of each word helps the reader move more quickly through the text. The bolded letters help our brains fill in the rest of the word rather than having to read it in its entirety. According to Casutt’s website, “Bionic Reading revises texts so that the most concise parts of words are highlighted. This guides the eye over the text, and the brain remembers previously learned words more quickly.”
Many Twitter commenters praised Bionic Reading, saying that the new typeface might benefit neurodivergent readers and others who struggle with reading. The positive feedback also came with a high demand for tools to implement Bionic Reading, such as web browser extensions or eReader converters. It’s so popular that Casutt is not the only one to develop a tool for Bionic Reading. Jiffy Reader and Bionify recently debuted their own versions.
However, not everyone shares the excitement. Lauren M. Singer Trakhman, assistant clinical professor of human development at the University of Maryland, writes that Casutt’s claims have not been thoroughly tested. It’s possible that even if Bionic Reading makes reading faster for some, it’s unclear whether the method’s reading comprehension is strong enough to make it viable.
Until more research is conducted, we won’t know if Bionic Reading actually works. For now, do what feels suitable to you as a reader, and to be on the lookout for new ways to enjoy what you read. You may discover the next viral way of reading.
Try Bionic Reading here.
The news cycle is faster than it’s ever been – 24 hours a day, seven days a week. The immediate (and sometimes chaotic) nature of news through digital and social media has forever changed how news reaches the masses. PR teams now have more options than just media outlets to share news. That said, securing earned media is still the key to building and maintaining client visibility and credibility. But between the breakneck news-cycle pace and smaller reporting teams in newsrooms worldwide, securing and maximizing earned media is challenging.
Summarized below are three ideas to place and maximize earned media placements.
Use Data to Tell Your Story
Another Communiqué PR blog post stated that “the most important currency in today’s world is data.” As PR professionals, securing compelling and unique data from a client can feel like winning the lottery. If a company can offer unique data, it is well-positioned to tell a story that will educate others and be of particular interest to the media. Data can define truths and shed light on topics that can help demonstrate thought leadership and build credibility. Data is typically straightforward for reporters to cover and for readers to consume, and it can be used again and again by reporters over time. For example, if a company conducts a study in 2022 and shares the results with reporters, those reporters might include the data in a comparative report two years later. Data has a great shelf life that can maximize earned media placements for clients.
Repurpose Earned Media Coverage
Similarly, a best practice is to further extend the shelf life of a placement by repurposing it. PR pros can repurpose media placements into various valuable content forms – from blog posts and infographics, to whitepapers, videos, newsletters, social media content and case studies. In addition to maximizing placements over an extended period, this approach also provides a brand with a consistent stream of new content. Creating a regular stream of content in different forms helps amplify an organization’s message and can help attract media interest over time.
Prioritize Publications Without Paywalls
Most people have experienced clicking a link to an article online and being stopped by a paywall. Paywalls pose unique challenges for earned media. It can be difficult to share the content with a client or on social media with individuals who aren’t paying users. And it doesn’t help with search engine optimization. There is certainly value in content published behind a paywall – after all, people pay to view it. But the reach of the content can be seriously restricted. A best practice is to, when possible, prioritize outlets that do not have paywalls.
Securing and maximizing earned media coverage in today’s 24-hour news cycle is challenging. PR pros can consider these three tips to ensure clients stay visible and get a return on their PR investments, even in today’s always-moving news cycle.
When establishing yourself in a new industry, building a relationship with a mentor – someone who coaches and guides you to obtain a better knowledge of your industry and profession – is arguably one of the most important professional steps you can take.
In fact, individuals with mentors are five times more likely to get promoted than individuals without mentors. Mentors are important because they often help less experienced workers learn new skills, inspire career growth and set professional goals.
However, just as there are ways to exceed in being a mentor, there are ways to become an equally strong mentee. Below are some of my tips for those who are looking to make the most out of their mentor relationships:
- Ask intentional questions. Building a relationship with your mentor starts by forming a foundation that shows your mentor your current understanding of industry skills and knowledge. This can be done by asking thoughtful and intentional questions.
While asking questions can be intimidating, it allows your mentor to meet you where you are. Additionally, asking questions is vital for clarifying expectations and demonstrating your commitment to delivering quality work to your mentor. This can also indicate to your colleagues that you are open to change and willing to learn.
- Do research. Before approaching your mentor with a question, conduct your own research so you are as prepared as possible. Not only will this improve your industry knowledge and facilitate learning, but it will also show your mentor that you took the time to try to address the question or solve the problem on your own before bringing it to their attention. Research will also help supplement your questions or idea with proof points and data, so that when you present it to your mentor, it is well thought out and thoroughly analyzed. This step will help your mentor learn your thought process, assist in streamlining next steps, and demonstrate your commitment to being solutions-oriented.
- Take initiative. Taking initiative shows your mentor that you are committed to enhancing your skills by implementing their feedback and that you can think through the next steps. It illustrates proactiveness, critical thinking and leadership, and will benefit you throughout your career.
Taking initiative can be as simple as doing additional reading, signing up for supplemental training, or sharing the results of research you conducted independently. Some other ways you can start taking initiative include seeking new responsibilities, stepping in during a co-worker’s absence, or volunteering to assist in work from other teams or departments.
- Solicit feedback. When your mentor provides feedback on your work, instead of letting it defeat or frustrate you, consider how you’ll apply it to improve your work on future projects. Keep in mind that you will make mistakes and that it is OK. However, it is up to you to learn from those mistakes and to continue to apply the lessons you learn to future assignments.
Feedback, when implemented appropriately, is known to improve performance in the workplace. Once you receive coaching, always demonstrate to your mentor that you are effectively internalizing and applying the feedback to exhibit your growth and improvement. This indicates to your mentor that you value their guidance and that you are utilizing your relationship with them to help you grow.
One teaching or learning style does not work for everyone, so developing a strong mentor-mentee relationship is often a trial-and-error process. Get to know your coach and become familiar with their work style, as they are becoming familiar with yours. Be patient in allowing this relationship to evolve and find ways to help your mentor help you. Doing these things will help you to become the best mentee you can be.
Johnny Depp and Amber Heard’s recent civil trial has received a slew of media attention, bringing defamation into the spotlight. But what is defamation? And why would a public relations practitioner need a comprehensive understanding of defamatory actions to be a successful communicator?
This blog post will discuss defamation, how to identify it and why public relations professionals need to be aware of it.
What is Defamation?
According to Cornell Law School’s Legal Information Institute (LII), defamation is “a statement that injures a third party’s reputation.” Defamation takes two forms: libel and slander.
Slander vs. Libel
- Slander – a spoken defamatory statement (e.g., telling HR that a coworker is stealing from the company, when no such thing has occurred)
- Libel – a written defamatory statement (e.g., Amber Heard’s Washington Post article about Johnny Depp’s alleged abuse)
What Makes a Statement Defamatory?
For someone to prove defamation, according to LII, they must demonstrate four things:
- A false statement has been made about someone, under the guise that it is fact.
- The false statement was published or communicated to a third party.
- The person who made the false statement is liable for negligence. (Public figures must go a step further and prove statements were made with “actual malice.”)
- The false statement harmed its subject. (Damages can include loss of earnings/capital, pain and suffering, personal humiliation and decreased standing in the community.)
Are Opinions Defamation?
No, but it is a fine line. Opinions are not defamatory – people are allowed to express feelings about individuals or organizations, no matter how unfriendly.
Let’s use McDonald’s as an example. Someone could say, “McDonald’s McNuggets don’t taste good.” Taste is subjective, so this opinion is not defamatory. However, if someone writes an article that says, “McDonald’s doesn’t use real chicken in its McNuggets,” that is considered defamation, specifically libel. For all intents and purposes, McDonald’s does use real chicken; therefore the second statement is false and could cause financial and reputational harm to the organization.
A good rule of thumb is “feelings are not facts.” If what you say is a feeling about someone or something, then it is an opinion. If you make a statement of fact that is untrue, then you are committing defamation.
Can a Business Sue for Defamation?
Yes. According to Minc Law, “Although a company or corporation is not considered to have a reputation in the sense that an individual does, statements that would impact the public’s view of a company’s financial soundness or managerial integrity are generally considered defamatory to a company’s business reputation.”
A business, however, does not experience defamation in the same way as an individual. The most common instance of defamation against a business is trade libel – false statements about a company’s products or services.
Why do PR Pros Need to Understand Defamation?
Public relations professionals are responsible for the reputation of their client, whether it be an individual or a corporation. If a client suffers an instance of defamation, communicators need to know how to react. While lawyers will respond directly, the PR team needs to develop strategies to respond to false statements. These could be in the form of a tweet, blog post, press conference, or an op-ed in a paper. If there is significant reputational damage, PR pros will be in charge of bolstering a client’s reputation.
Most PR pros will not experience a defamation case – high-profile instances of libel and slander are uncommon. However, it is important to understand defamation in order to be proactive and prepared. If you carry an umbrella, it probably won’t rain.
You’d have to be under a rock not to have noticed the inflation. In addition to this, the Federal Reserve has raised interest rates. We’ve continued to see supply issues, and the World Bank warns that economists are concerned we may suffer 1970s-style stagflation. (In case you’re not familiar with it, according to Wikipedia, stagflation is the twin problems of slow growth and inflation.)
So what does this mean for businesses across the U.S? Will there be a recession in the next year?
This question has come up on several recent conference calls. Of course, no one knows the answers, but after talking with several other leaders, I remain hopeful that things may not be as dire as some headlines suggest.
Here are a few of my thoughts:
- Global growth may slow, and the labor market will continue to change, but I’m not sure we will see widespread unemployment in the U.S. Our labor market is still very tight, with May’s unemployment rate at 3.5 percent. Some sectors may see a rise in unemployment, but I don’t think we will see anything like the Great Recession of 2007 through 2009.
- The future of work is uncertain. Many high-profile leaders like Elon Musk may want people back in offices and factories, but will they return? I believe remote work is here to stay because many businesses realize they can still meet their goals with remote workers, and these workers like the flexibility and don’t want to commute daily.
- Commercial real estate may take a hit. According to the Wall Street Journal, “Commercial real estate is showing the first signs of cooling in more than a year, disrupted by rising interest rates that are already causing some deals to collapse.” Property sales were $39.4 billion in April, which was down 16% compared with the same month a year ago, according to MSCI Real Assets. The decline followed 13 consecutive months of increases.
- Commodity prices, which the war in Ukraine has exacerbated, will stabilize. According to Successful Farming, “Commodity prices are sky-high, with soybean futures topping $16.80 a bushel and the USDA forecasting the highest-ever farm-gate price for wheat. But high prices for corn, wheat and soybeans are far more likely to revert to their long-term averages than mark the dawn of a new era of permanently higher prices, said five university economists on Tuesday.” (According to Wikipedia: “The farm gate value of a cultivated product in agriculture and aquaculture is the market value of a product minus the selling costs. The market value is not the same as the price farmers get for their product, as the value they get per weight may be well below the market price.)
- Many companies will shift their focus from growth to profitability because of the cost of capital and investment. Leaders will shudder the companies that can’t demonstrate profitability or a plan to achieve it. For more about VC-backed companies, check out this article, “What comes after the easy money era ends for cash-burning tech companies in Silicon Valley.”
Whatever happens with the economy, at Communiqué PR, we will continue to look for ways to add significant value to our clients as we all adapt to changing market conditions. We’ll focus on continually optimizing our business in preparation for changing conditions, which means considering various scenarios for our company and team and helping our team and clients prepare for them.