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As we look to 2021, I think about the lessons I will take with me. Thank you for letting me share them.
Take this day, this month and the new year to reflect with gratitude on the blessings small and large which have come your way. and to welcome the new beginnings of 2021.
There is one extraordinarily effective tool in the marketing strategy kit that is not used as often as paid content: public relations, otherwise known as earned media in recognition of its status as relvant content written and published by independent media without compensation. Educational or news-focused in nature, it delivers crediblity, trust and educational authority to its readers and viewers in the marketplace.
Creating a positive and engaging brand is different than in the old, one-way communications flow of press releases and pitches. The good news is there are more ways to engage, the challenge is you must stay on your toes and on top of the innovations and opportunity to connect in the realm of PR. Think of current PR as the new improved version of communications, the 2.0 version of your public relations strategy!
Two-way engagement is key for today’s PR strategy. Consumers feel more connected to your brand when they know real humans are not only behind it but care about them. They want to be seen as individuals rather than a marketing target. Through empathizing with customers, you show that you care about them, while showing what your brand is all about. An important way to help with humanize your brand is to establish core values for your company and lead based on those core values. Crackerjack Marketing explains, “People respond to people – it’s that simple. Steer away from the robotic marketing tactics and instead focus on being relatable, interesting, and most importantly, relatable. Have you ever visited a blog and noticed that an “admin” created all of their posts? Who is this “admin” you speak of and do they have a name? Appearing mysterious is just not going to work in your favor in this scenario. Your audience not only wants to understand the “why” behind what your brand is doing, but they also want to get to know your brand itself and the people behind it.” Everything done in the company should be in line with those values, including your PR.
Two-way communications is the heart of strategic PR. One great example of this is reviews. Positive reviews are important for your business; too many bad reviews will turn customers away, as we know. Podium explains, “84% of people trust online reviews as much as recommendations from family and friends as long as they meet certain criteria like authenticity, being in the right industry, and having multiple reviews on the same site.” You should never fabricate reviews or pay people for reviews without proper disclosure. The truth has a way of coming out, and when it does, it can hurt your brand. Remember that customers who receive a sample of your product in exchange for a review also need to disclose this information in their reviews, so that you don't get in trouble.
Influencer marketing has become more important in business over the years. Consumers now have more trust in influencers than they do in traditional advertising. Pixlee explains, “you want to connect with influencers, so they will speak about your brand. Ideally, you want them to say positive things about your company, but when you pay an influencer for a review, keep in mind you have limited control over what is said.” Authenticity is important to influencers because it's how they gathered a loyal audience. Make sure to collaborate with influencers who like your product and have similar values as your company. Just as with compensating customers for reviews, disclosure is required when you compensate an influencer.
Although PR is correctly identified as an earned, not paid, communications channel, there is synergy with certain paid promotional communications. Native advertising is non-promotional content that's natural in its environment. Sharethrough explains, “Native advertising is a form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed. Native ads match the visual design of the experience they live within, and look and feel like natural content.” Although it appears to be informative content, there is still a goal of introducing readers to your brand. Traditional advertising isn't as effective on consumers as it used to be because people have come to view it as too pushy. Native advertising tells a story. It doesn't have salesy or promotional content. How do you inform people of your brand this way? Oftentimes, you'll have your brand name somewhere on the page stating the content was sponsored by your company.
To create an effective PR strategy, you need to be authentic with your brand communications, pay attention to feedback, collaborate with influencers and use native advertising. These are some of the most powerful strategies being used today in PR 2.0, the new, expanded approach to collaborative communications.
If you’re looking for managed public relations that digitally connects you with your customers, let PRA Public Relations help!
Blockchain is much more than a swift mention in the rush to the next ICO or utility token. Blockchain is the digital backbone of an enterprise, and is poised to transform operational efficiency, transparency and security. But how to talk about it so it makes sense outside of the digital operati? This blog discusses the strategic road map to thought leadership in the critical sector of blockchain.
One day a year, the world takes a deep-dive look at the power of the press. But why not make the case for checking in on the health of the fourth estate on a daily basis?
Media trends, transparency, tools and access to intelligence are the bread and butter of the trade, and journalists face an every-day battle to do the work they were born to do: cover the key features and breaking news of the world and industry, and apply needed context. Attention to this critical mission should be on the minds, and the reading radar, of all of us, every day, right along with the journalists struggling to deliver credibility, vital news and relevance to our inboxes, devices and doorsteps.
Powerful Statistics, Sobering Reality
As citizens and residents of the United States, we take the First Amendment and its guarantee of freedom of the press as a given. However, there are some sobering statistics we should look at.
The "didn't see that coming" statistic? This country does not lead the way in freedom of press rights; we don't even rank in the top three. Or even the top twenty:
According to Reporters without Borders, the United States ranks 43rd out of 180 countries for press freedom.
Across several political administrations, the fourth estate has dealt with suppression of information, attempts to reveal sources, intimidation and other factors. And, in a sobering call to reality, journalists deal with much more than simple repression. As of today, over 13 journalists in 2017 alone have been killed in the pursuit of news.
Yes, journalists are the gatekeepers of information for our society, and they can pay a steep price for their commitment.
What can we do, not just on World Press Day, but everyday, to help them in their mission, while guaranteeing our continued access to free and unfettered press? Here are some simple steps:
There's Hope in the Next Generation
There's a bright spot in all of this, however; and it's called the next generation.
The Washington Post sponsored a student essay competition, which caught my eye. Designed for students in grades four - eight, it's an extraordinary "from the mouth of babes" look at what it means to have freedom of the press, here and abroad.
This year's winner is Jahnavi Dave, an eighth-grader, and her take-away was impressive:
Free press and technology go hand in hand. - Jahnavi, Dave, 8th Grader
Individuals and entities may use technology to chip away at the transparency and credibility of the press; but savvy media consumers, and tech-conversant next-generation readers also understand that technology is a powerful tool for protecting and accessing a free and independent press.
So, make every day World Press Day, and use both your rational judgment and the tools of technology to read, share and elevate the best efforts of the journalists committed to reporting on the news, trends and issues that so impact our lives.
By Pam Abrahamsson, founder, PRA Public Relations
pam@prapublicrelations.com | @Pam_A
Wow! I had the privilege of being part of Portland's annual Hacking Social Impact 2016. The place was chock full of social impact entrepreneurs and change agents, and I was proud to be there with them. I had the chance to help these thought leaders become better equipped to get their message out through partnership and effective sharing with the media.
Would you like to get in on the how-to's of effective dialogue with journalists? Just click through for your free presentation on being a "Social Impact Rock Star" - and let me know what you think!
Also, a HUGE thank you to Portland Radio Project, who kindly hosted the day's event at their iconic headquarters!
As professional communicators, we can not stress the importance of applying a critical eye, and mind, to all news and opinions you read across digital and soc...ial channels.
This Washington Post article drives home the sophistication of people disseminating false news and social shares for their own agenda.
This piece from the Washington Post delivers a concise look at fake news, why it's being done, and the mult-faceted geopolitical and economic forces driving the proliferation of this phenomenon.
It's all too easy to fall into a comfort zone; to post a quick update on Facebook, or perhaps you send out a release after every new software update. Even with a program, planned calendar and strategy, it can be easy to overlook opportunities in a jam-packed business day.
But the reality is you need an integrated, three-pillars approach to communications to ensure you're maximizing your market reach potential. The following report, prepared by social media ace Maria Dykstra of TreDigital and public relations expert Pam Abrahamsson of PRA Public Relations, details the key Three Key Pillars of Social Media Success. Concise explanations, examples, and how-to's are all just a click away.
We’ve all been there, haven’t we?
The newsletter story, industry article or Facebook feed that’s an endless blather of self-congratulatory product points. You may not be expecting “War & Peace” over your a.m. coffee read, but you surely deserve better than a marketing brochure.
So, how do you make sure YOUR company writing doesn’t fall victim to the same “me marketing” blather? There’s a three-part litmus test, plus a digital pocket of handy social tools to pinch-proof your thinking.
The Need-Like-Love Pinch Test
It’s true. We’re all human, and as such, I believe there’s three key things to keep in mind when writing for humans:
· We need to be educated
· We like to be in-the-know
· We love to be entertained
If your writing meets one of these three standards, you can safely bet that you’re out of the “marketing blather” territory and firmly on “great writing” solid ground.
Need to be Educated
Let’s take “education,” for starters. We all need to learn, and to keep up to date with the world and our industry. Will your reader come away having learned something? Ideally, it’s related to your industry or expertise, but it is not an information piece on your product or solution. If you’re in the payments industry, an informative look at the impact of digital wallets is a great topic. The fact that your payments solution is available on a trial basis is not.
Like to be in the Know
In-the-Know: no one wants to be left out of the loop. If you’ve got some news to share, or something that is material to your company that is safe, and timely, to get out to the public, that’s fair game. The next industry trend, the great new statistic, who doesn’t want to be the person with the scoop? And, if you’re reaching out to a journalist, the in-the-know news is the catnip-scoop they’ll find hard to resist.
Love…Those Cat Videos!
Entertained: there’s a reason cute cat videos are the top-searched item on the web. We’re humans, and we like to be engaged. If you can bring a fresh voice, a bit of humor, or, well, think carefully about deploying a cat video – you could get upstaged. But entertaining news and insight is a great way to get your audience engaged while you get your point across.
Journalists, Social Sharing & the Trend Tools
The other way to dial-in your message so you’re in-synch and sympatico with your community is to dive into the social stream, and double-check journalists’ trending topics. Why? Journalist coverage and social trends are reflectors; they show us what we’re interested in and engaged about in today’s fast moving communications world. The following is a short-list of tools you can use to see what’s going on in social and journalist writing worlds:
Pinch Test: Social Tool Box
The Word Samurai to have in your corner when you want to see the social trends
your virtual journalist coffee shop. See what they’re thinking and writing about
If it’s happening on social, it’ll be mentioned here
Stay on top of breaking news about your company, key terms and industry
I know I’ve mentioned some of these tools in previous posts, but…I can’t help it! I want to save you (and me, selfishly) from writing that fails the Pinch Test.
Being in sync with trending topics, the top issues journalists are writing about, and keeping the Need – Like – Love formula top of mind is critical to success.
Want to know more? Feel free to find me on Twitter (@Pam_A), or reach out by email, pam@prapublicrelations.com, or phone: 503.298.9749.
While many of our previous posts have dealt with the “what” or “how” of earned media/public relations, here’s a look at something critical to the communications profession: the “why.”
And for a look at the “why” of a communications program, who better to spotlight than a 20 year+ professional who exemplifies the power of purpose in the industry?
KJ McAllister, principal of KJM Public Relations, and a past executive for Fortune 500’s Hewlett-Packard, exemplifies “why” it is vital to support community as part of your industry calling. Her commitment to using her public relations skills for advocacy and social impact is a case study for harnessing the power of communications to create positive outcomes.
From serving on the board of key industry professional organizations, from International Association of Business Communicators, to Public Relations Society of America (PRSA) and more, she’s considered it a matter of professional priority and civic good to volunteer time and skill to support the profession. She’s also been a key communicator, helping mentor innovative creative conferences and other events.
Under her leadership as president of IABC, she’s expanded the education and interaction performance of the organization’s annual conference. As a board member of PRSA, she’s helped create a robust conference and speakers roster that has educated, engaged and energized countless area professionals.
Why is this important? Because the communications profession is a powerful one, much more so than most individuals realize. The power to persuade, inform, set conversational agendas and drive media coverage impacts communities, generates emotion and drives action. It is a serious responsibility to be a communicator, and professionals need to be mindful of the impact they create through their profession.
Leaders like KJ understand this, and make meaningful, thoughtful and strategic communications outreach and civic engagement an essential foundation to their work. Her industry efforts are keenly focused on educating, encouraging and setting an example of civic-minded and ethical practice of the profession.
Of course, there is another aspect to positive use of communications; and KJ is equally active in this sphere: community.
Whether she’s volunteering for a local charter school, supporting the good efforts of local children’s causes or lending her support (and an ear) to Portland’s vibrant startup community, she puts her figurative money where her mouth is. Arranging interviews, creating outreach strategies and ensuring positive coverage of key causes is an ongoing passion of KJ’s.
When we asked KJ about some tips for becoming community-focused communicators, she had a few thoughts to share. We are happy to pass along.
1. Listen & Look: It’s essential to truly understand the enterprise or organization and its goals before you weigh in with strategies. It’s great to be well-meaning, but to be well-meaning and effective, take time to audit an organization, and create recommendations that will benefit the mission.
2. Balance: The call-to-action for community engagement is a continuous one. To ensure you are able to “help for the long haul,” learn the fine art of saying “no” when your plate is full. Creating a balance between personal life, work and community engagement is tough, but it is necessary to ensure you can continue to be of service on a long-term basis.
3. Question: It’s so easy to get swept up in the good intentions and momentum of a great cause. However, if you don’t ask tough questions; about media readiness, performance, financial viability and a number of things which an organization needs to have in place to succeed, then you are not helping them.
Creating media attention is great if an organization is well-situated to flourish and grow in the spotlight, but a poorly-planned initiative can be disastrous. The answers may not be what you had hoped, but so much better to fact check internally, then have a top journalist point out the failings of a well-meaning cause.
Questions or comments? Interested in hearing how KJ can help drive the communications strategy within your community?
Contact: kj@kjmpr.com, or visit: www.kjmpr.com.
