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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.

WGU Washington: A Thought Leader in Higher Ed

WGU Washington continues to disrupt the higher education space with an innovative, student-first model. With higher education costs soring and the needs of the workforce rapidly changing, WGU Washington offers a flexible and affordable online model that provides students with the ability to learn independent of time and place. This approach makes higher education more accessible by allowing individuals to fit their education into their lives, not the other way around.

We are honored to partner with WGU Washington to continue to raise awareness and build thought leadership for the university and its leadership through a combination of news coverage, placement of content and pursuit of awards.

For instance, we worked with WGU Washington Chancellor Tonya Drake on a series of opinion pieces highlighting mission-driven initiatives for the university such as employment resources for military spouses and state funding for low-income college students. We hope this fuels further discussion and thought about how to address these important issues.

More recently, we worked with Rob Smith at Seattle Business magazine to feature Tonya and her mentor, Edmonds Community College President Emeritus Jean Hernandez, in a cover story about the importance of cultivating the leaders of tomorrow. Giving back and paying it forward is part of Tonya’s DNA and is also a value that is evident in the university’s student-centric approach.

Outlined below are the earned media coverage highlights we secured on behalf of WGU Washington after naming Dr. Tonya Drake as chancellor in the spring of 2018.

These results are encouraging but our charge continues. There is plenty more to come – stay tuned.

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Spotlight on Education Leaders: Intentional Futures, St. Thomas School and WGU Washington

One of my favorite aspects of working at Communiqué PR, and in an agency in general, is being able to dive into different industries, learn new perspectives, and secure deep understandings about a variety of businesses and their markets. From the manufacturing and telecommunications industries, to consumer products and enterprise software solutions, there is never a shortage of learning opportunities or the challenge to create and tell a compelling story.

In addition to the industries above, we also work with a handful of leaders in the education space. These partners include St. Thomas School (STS), an independent K-8 school in Medina; Western Governors University (WGU) Washington, an online competency-based university; and Intentional Futures (iF), an innovation studio who partners with visionary leaders to solve problems in the education sector, among many others. 

Within the last few months, we have had the opportunity to amplify some of the great work and innovation being driven by these groups. Below is a recap of some of the results we were able to secure, and a peek into the types of capabilities we tailor on behalf of our clients.

Bringing a story to life through broadcast

STS’ model for integrating technology into the classroom has received the attention of education leaders around the world who have traveled to the school to absorb techniques and best practices for integration. In March, delegations from Germany and Japan visited the school to learn more about STS’ approach.

Eager to tell this story and share how a local school is leading EdTech curriculum worldwide, we reached out to KING5 to help bring this story to life.

Love to local magazines

When partnering with WGU Washington and STS, local outlets are key to reaching each organizations’ target audiences. For both schools, print and digital magazines are great mediums to communicate with these audiences, while also amplifying general brand awareness among the community. We monitor magazine’s editorial calendars for relevant themes and opportunities to share our clients’ announcements, events and stories. 

Recently, STS was recognized in 425 Magazine’s Best of 425 as the Best Private Elementary School and Best Children’s Art Program. The recipients are selected by the community through a voting process, which we highlighted to STS for consideration. As a result of our media outreach and ongoing proactive pitching, 425 Magazine also covered STS’ longstanding achievement as a Microsoft Showcase School, as well as one of its alumni’s dedication to increasing girls’ education by planning a 5K race supporting Rwanda Girls Initiative.

WGU Washington’s chancellor, Dr. Tonya Drake, was featured in Seattle Business’ Daring Women column, as well as on the cover of the magazine’s May issue with her long-term mentor. These stories were both results of the team’s media outreach and ongoing content development efforts to build Tonya’s thought leadership.

Spreading awareness on social media

Intentional Futures (iF) partners with global game changers in education such as the Bill & Melinda Gates Foundation and Mastery Transcript Consortium. We’ve worked closely with iF to amplify case studies and raise awareness of these impactful projects via social media. 

Two projects iF recently designed in partnership with the Gates Foundation and Global Good, a collaboration with Intellectual Ventures, included a report on Executive Function’s role in improving student outcomes, and a website titled “Lessons in Courseware Development,” which is a resource offering adaptive courseware information to guide and increase educators’ access to digital tools and enhance student engagement.

We developed and distributed a series of social media content (tweets and LinkedIn posts) to help iF promote these projects among their followers. To stay up-to-date on the company’s  work, follow iF on Twitter @intentfutures and via LinkedIn at Intentional Futures.

All three of these organizations in some way or another are working to increase access to education and learning tools. In partnering with iF, STS and WGU Washington we are able to build a broader awareness for the good they are doing.

Editorial coverage with broadcast and local magazines, as well as social media and community management, are just a few of examples of our capabilities and how we tailor strategies for our clients.

Interested in learning more about us or partnering with our team? Visit our website at https://www.communiquepr.com/.

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When the Tables are Turned: My Experience as an Interviewee

As she moved the microphone closer to my face, I ran through my check list: Pause and think, speak in a measured manner, and don’t freak out – it’s not live.

Recently, a former colleague, Joleen Hughes, interviewed me for her podcast, The Lawyer Who Rocks. This was my first podcast interview as the interviewee.

I am used to being behind the scenes, the counselor training spokespersons. Rarely have I been the subject of the interview. My discomfort at being in front of the microphone was noticeable with my nervous tapping and dry mouth. However, it was a wonderful reminder of the pressure associated with being a spokesperson and reinforced the importance of the practices we recommend for our clients. Taking time to study up on the outlet and its audience, the particular interview (e.g., is it live, recorded, in person, over the phone, etc.), revisiting your key messages and current proof points, and establishing your agenda are all helpful practices in advance of a media interview – and will alleviate some of the pressures. (For more on this read: Mastering the Interview and Preparing for the Broadcast Interview.)

Core to these practices is being prepared. In the weeks leading up to my interview, I listened to past interviews Joleen had conducted on her podcast. I thought about what I could offer her listeners that might be of interest. I reflected on my experiences running our firm, lessons learned, what I was proud of, as well as what I envisioned for the future. The intent was to get grounded in what I had to share: my key messages.

I started to question the time spent preparing – have I invested too much time on this, should I be doing x, y or z instead, do I really have anything of value to offer? Ultimately though, when I sat down at the microphone and started fielding Joleen’s questions, the time preparing truly paid off. After getting used to the microphone’s proximity, I was able to relax and be confident in sharing my experiences as a business leader, what I learned, and what motivates me.

The opportunity to be a guest on her podcast has made me more empathetic to the pressure of media interviews. I have facilitated countless interviews and conducted media trainings for a variety of executives over the years – and perhaps I had grown a little desensitized to the anxiety an interview can cause when you are “in the hot seat.”

In addition to preparing in advance, here are some in-the-moment tips for your next media interview:

  1. Pause before responding. Consider the question asked and how you want to respond given the audience, your messages and your objectives
  2. Breathe and don’t rush through your responses. Speak in a measured pace and articulate clearly so the reporter and the broader audience can understand your comments clearly.
  3. Eliminate distractions. Turn off your computer screen. Avoid conducting an interview from your mobile phone while driving or doing something else. Turn off your device while conducting an in-person interview. Find a quiet place.

Fortunately, my media training experience and time spent preparing were of benefit. And as it wasn’t live, my “ums” and repetitive statements such as “that is a good question” could be edited out, to create a smoother, more articulate segment for listeners.

Thank you to Joleen, Tina Nole, Joelle Nole and the rest of the team at Larj Media!

You can listen to the resulting podcast here: Colleen Moffitt – Parole Officer turned PR Powerhouse

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Best Practices for Incoming PR Professionals: Resources and Tips From a Recent Grad

Whether you’re getting ready to graduate or you’ve been out of school for a while, continuing to be proactive about your PR education is crucial to your career development and long-term success in the industry.

As a recent graduate and fresh PR professional, I’ve realized how important it is to be familiar with current trends and themes – all the way from interacting with media to creating the most engaging social content. The industry continues lurching forward, with expectation to grow 9 percent according to The Bureau of Labor Statistics, and being a recent graduate affords me a certain perspective around what education looks like externally and internally.

Below are some best practices on how to remain current in your PR education, whether a current college student or college graduate starting out in the field.

Current college students

Create and maintain relationships with your professors – As freshmen, we’re told to visit professors’ during their office hours to introduce ourselves. I can attest, even in a 500-person class, the professor will remember your face, if not your name. Building these relationships is not only good practice for future relationship-building but professors often have a solid network and are willing to share it.

Utilize your university’s online job/volunteer-search portals – Often, these portals allow you to customize your search by industry, job title, job type (internship, part-time, full-time) employer, and even location. Whether you’re hunting for a job or looking through all the available opportunities, this resource allows you to sleuth for all the possibilities. Not only are job portals helpful to recognizing possibilities but you’re able to examine various PR businesses’ websites to get a sense of how they function, their best practices, how large/small the business is, and more.

Current college students & college graduates:

Read books and articles – There are a handful of PR books and resources for educational articles. Communiquè’s very own founders, Colleen and Jennifer, wrote Strategic Public Relations: 10 Principles to Harness the Power of PR, which is now used as a textbook at higher education institutions. Some of my other favorite books and websites are below:

  • The New Rules of Marketing and PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly by David Meerman Scott
  • Cutlip and Center’s Effective Public Relations by Glen Broom
  • PR Daily
  • ZEROto5IVE

Leverage LinkedIn and other professional networking sites – Over the years, LinkedIn has become a hub for building and maintaining company and personal brands. Additionally, it allows you to share and keep track of your achievements over the years and network with industry leaders. It is an especially useful tool when creating briefing documents for interviews.

In a flourishing industry, it’s crucial to be proactive in your PR education and hone your personal skills. Stay tuned, I’m exploring mine.

 

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A Place for Mom’s Index Sheds Light on Senior Housing and Care Costs

In case you missed it, on Tuesday, April 23, A Place for Mom, the largest senior-living referral service in North America, announced the findings from its 2018 Senior Living Cost Index. The annual report is designed to help families and seniors as they consider moving to retirement, assisted living or memory care communities.

According to the U.S. Census Bureau, there were 47.8 million people age 65 or older in the U.S. on July 1, 2015. [1] And, by 2035, there will be 78 million people age 65 years or older. [2]

This means that each year millions of seniors are likely to be making important decisions regarding their housing and care, and there is a lot at stake for them. Decisions to move are often fraught with emotion and seniors typically spend more on housing than any other expenditure.

A Place for Mom’s Senior Living Cost Index can help them determine the cost of senior housing and care. It provides information – from historical rent and care charges– around the rate of cost growth by care type, and how costs might differ by region among other things.

This year, executives with A Place for Mom spoke with journalists with USA Today, Multi-Housing News, McKnight’s Senior Living and Senior Housing News to explain the findings and share additional insights on their significance.

Links to their articles can be found below and it is interesting to see how each person illuminated the findings:

We also have heard from several other journalists that will rely on the findings from A Place for Mom’s Senior Living Price Index throughout the year.

Finally, it will be interesting to see what next year’s Senior Living Price Index will reveal. Do you think that American’s should expect price stability to continue, or will we begin to see costs climb at a faster rate?

[1] https://www.census.gov/newsroom/facts-for-features/2017/cb17-ff08.html

[2] https://www.census.gov/newsroom/press-releases/2018/cb18-41-population-projections.html

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Key Takeaway’s from Cision’s Report: Influencing Through Earned Media

In September 2018, Cision, a leading public relations and earned media software company and services provider, commissioned Forester Consulting to understand how marketers perceive their communications’ teams and the value of earned media. Its surveys quantified marketing perceptions, providing unique insights. These insights allow us to adapt our positioning or behavior to either continue supporting the perception or attempt to change them.

This report, titled, Influencing Through Earned Media, garnered many valuable insights and I recommend taking a moment to review it in its entirety. However, the findings about the value of earned media and the approach to media outreach warranted further reflection.

Earned Media Plays a Significant Role in Achieving Marketing Goals

When marketers were asked how significant a role earned media played in helping their organization achieve its business priorities, 98 percent said it is critically or very important. For comparison, 98 percent said paid media is critically or very important.

These data points revealed that marketers find earned media as important as paid media. While media relations and securing articles in relevant publications is only a portion of what communications teams do, it is typically a key component of their work, and these findings solidify its role in the overall marketing strategy. It also highlights earned media’s ability to impact the bottom line and drive business initiatives.

When working with an organization, the foundational element we seek to understand is business objectives. This then influences the strategies we recommend and execute. For instance, we once had a client that was interested in growing revenue and a potential acquisition. In order to do this, we worked to secure articles in top-tier publications, place bylines by the executive team, and hone messages to highlight the company’s value proposition. Ultimately, these strategies helped raise awareness for the brand and established credibility in the product, as well as the leadership team. The company was acquired by a major public company that noted the company was a “media darling.”

Half of Marketers Expect Journalists to Reach Out to Them

Admittedly, this statistic surprised me. Surveyors inquired about how an organization’s PR team is integrated with overall marketing strategies, and while there were a variety of responses to this question, 52 percent said they rely on journalists to reach out to them. Waiting for journalists to reach out could result in a lot of missed opportunities.

Proactively reaching out to journalists has many benefits. First, it can place a story about a company or a trend relevant to the company which can assist in raising awareness and building thought leadership. Additionally, by proactively reaching out, you can establish relationships with key media. Not every touch point with a journalist will lead to an article, let alone a response, but providing them with opportunities and updates, and sharing information that is relevant to their beat demonstrates that you are working to service them with valuable and compelling information.

This proactive outreach, if done strategically, can lead to mutually beneficial relationships for both the brand and the journalist. Ultimately, establishing the brand, or a spokesperson, as a reliable and informed source for a journalist will lead to them reaching out. That said, it is possible that marketers at big, established companies that frequently received media requests could have skewed this data, however, proactive outreach still enables communication teams to develop trusting relationships with the media and influence story ideas or secure inclusion in additional articles.

This report demonstrates the value of PR and strategic communications as earned media is just as important as paid media. But if communications teams want to be successful in securing earned media, they need to be creative, strategic and proactive in their approach by sharing compelling and relevant story ideas with the media.

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