Five Ways to Keep Integrated PR Consistent

Five Ways to Keep Integrated PR ConsistentWith integrated marketing communications, the focus is usually on which platform you’re using or how you’re adapting to industry changes. But despite all the integrated PR news and happenings, one traditional, important staple remains true:

All messages should be consistent and relevant at all times. (Click to tweet!)

Messages should be reinforced consistently across all communications function – be it a post on Facebook or a press release about a new hire.

In addition to messages being consistent, you should also make sure they’re understandable. The best integrated communications messaging is concise enough that all stakeholders understand the brand.

As a new pro, you’ll impress supervisors if you can understand the fundamentals behind this new PR world. Here are some integrated marketing tips to help you get in the know on this important subject.


Everyone in an organization, be it a CEO or intern, must be on the same page on the five Ws: who, what, when, where, and why. This will ensure the outgoing messages are concise and understandable.

If you’re starting a new job but want to comprehend your company’s five Ws, answer each question specifically about your company, ask your supervisor to review your answers, then post them on your wall. The more you integrate yourself into the company – and test your knowledge – the more likely you are to be called on for important tasks.

Photo Filters

Taylor Swift may win at social media by using each platform differently, but this doesn’t always work for everyone. For nearly every business, brand uniformity on all channels is important.

The content doesn’t always have to be the same, but little things like using the same filters for each platform ensure consistency.

Some see the world in Valencia and others view it in Lo-Fi. The brand should have a noticeable aesthetic. For example, Conscious Magazine is a winner in my opinion for having beautifully curated social media accounts. They can be found @cmagazine on Twitter and Instagram.


As an organization, there should be a hashtag that links your conversations together across all social media channels. Hashtags help us discover content curated internally and from members of target audiences.

Color Schemes

A company should choose theme colors to be used across all platforms that are on-brand and consistent. Colors have meaning and subconsciously communicate with the audience, so it’s no coincidence that the leading fast food restaurants all use red, yellow, and green in their color schemes.

Why? Red triggers stimulation, appetite, hunger, and garners attention. Yellow communicates feelings of happiness and friendliness. Green sends a message of nature and relaxation.

When creating assets like images and logos, organizations should use that chosen color scheme across all communications functions.


As a PR pro, I know nothing can come to proper fruition without planning. The most successful pros – and companies they work for – are always two steps ahead and have a plan for every situation. There should be a planning around National Holidays, potential crises, upcoming company and client announcements, editorial calendars, etc.

Public relations is constantly evolving because of new technology and convergence. Transparency is integral to combating negative stereotypes people have of the industry. And, in order to be transparent, all the functions of communications (public relations, marketing, and advertising) need to correctly reinforce a company’s open, cohesive and honest message clearly across all channels.

Tiffany WooTiffany Woo is an Account Coordinator at NRPR Group, which is a public relations and social media marketing agency in Beverly Hills, CA. She has a goal of becoming one of the public relations industry’s top practitioners. Find her on Instagram, Twitter, and LinkedIn.

How to create an editorial content calendar

How to create an editorial content calendarCreating and maintaining an editorial calendar should be an integral part of any PR or marketing strategy.

But, with the ever-growing number of networks to share branded content with our audiences, keeping a well-curated editorial calendar is a daunting task. Here are a few tried-and-true ways you can simplify the process.

Creating your editorial calendar

The first steps in creating an editorial calendar that works for you are outlining the social networks to be used and the brands/blogs/etc. that you need to manage, as well as the depth of detail you need. Knowing these items will determine which services will work best for you.

If you only need to see a schedule of posts, using a traditional calendar app like Google calendar will work perfectly. You can create separate calendars for each blog or brand and color code it all to easily see when something needs to be done. Using a calendar app will also allow you to block out time for development and strategic planning.

If you prefer to see your posting schedule as a breakdown of the process behind creating and posting your content, a service like Trello may be the way to go. With Trello, you can create multiple boards for each step of your editorial process and add cards with topics, ideas or post titles as needed. Cards can be labeled with colors, assigned due dates and shifted from board to board as the piece moves through the editorial process. Drafts of posts can also be attached to the cards.

Using your editorial calendar

Once you’ve decided which type of editorial calendar you need, it’s time to fill it with your topics and ideas. A good content marketing plan is part coming up with great ideas and part actually getting the ideas posted on time. (Click to Tweet!)

Creativity and productivity often come in bursts, so it’s important to let the ideas flow, but to not run wild with posting everything at once, since consistency is almost as important as great content.

Once your editorial calendar is full of fantastic ideas and your content creation is underway, you need to plan how to get it noticed by your audience. As you’d guess, social media is a key component of this strategy.

Using a social media scheduling app, like Buffer, Hootsuite or TweetDeck, depending on your needs. Including which networks you plan to post on for each topic in your editorial calendar is a great way to keep your efforts on track and organized.

Setting aside a chunk of time each week dedicated to scheduling your social media for the week will also make being consistent so much easier. Planning is half the battle, after all!

What are your favorite tools for editorial planning? Please share in the comments below!

Robyn Rudish-LaningRobyn Rudish-Laning is a graduate of Duquesne University, with a bachelor’s in Public Relations, a master’s in Media Arts and Technology, and currently works as a PR Associate with Pretty Living PR, a boutique firm based in Pittsburgh. Find her on LinkedIn or Twitter or read her PR-focused blog

March Twitter Chat Highlights: Crisis Communications

We’d like to thank everyone who participated in the March #NPPRSA Twitter chat focused on crisis communications planning. We discussed what is required for any thorough crisis communications plan, which departments to include and how to prepare employees.

PRSA Twitter Chat Highlights: Crisis CommunicationsSpecifically, we’d like to thank Valerie Merahn Simon, senior marketing executive and Director of Marketing Communications for Plymouth Rock Assurance. She is also the co-founder of the #HAPPO and #PRStudChat Twitter chats.

Join us again on April 3 for our next #NPPRSA chat and stay up-to-date with PRSA New Professionals on Facebook, Twitter, LinkedIn and Google+.

Review highlights of the chat below. What did you learn from the March chat? How can you plan for unanticipated events for your brand? What methods can you use to prepare co-workers and executives for dealing with the public? Who can you collaborate with or who should you include in a crisis plan?



Lauren Rosenbaum

Lauren Rosenbaum is the PRSA New Professionals Social Media Co-Chair and Co-Founder of Soversity, a public relations and digital marketing company. You can connect with her on Google+LinkedIn or Twitter.



PRSA New Pros Teleseminar: March 13 on Real-Time Marketing with Arby’s

Josh Martin, Social Media Manager at Arby’s, will host our first PRSA New Professionals Section Brown Bag Discussion of the year. Josh gave us a preview of what you will be able to learn from his teleseminar on Real-Time Marketing Done Right. Register for the March 13th teleseminar today.

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How would you personally define real-time marketing? 

To me, real-time marketing is simply making timely responses to mainstream events.

What are some notable differences when executing RT marketing with an agency vs corporate?

Agencies bring a lot of creativity and strategic thinking to the table when it comes to RT marketing. Corporate lives/breathes the brand on a daily basis and often has a better understanding of what will work with their audience. The magic happens when both agency & corporate can work together seamlessly.

What are some of your goals when planning/executing RT marketing? 

My goal for RT marketing: Don’t do anything stupid. RT marketing is about two things: listening and engaging. We want to make sure we’re listening first and understand the conversations that are taking place. If we decide to pursue an opportunity, our goal is for the content to not feel forced and stays consistent with our brand voice.

What advice do you have for brands/companies that don’t have a budget to promote/push out their content?

Brands can still be effective in social media, even with a limited budget. They need to be laser-focused on developing a content strategy and be patient with results.

In your opinion, is there a good ratio to be used of pre-planned content and real-time content?

Specifically during a major event, when brands are trying to stay relative. It’s important to have pre-planned content at the ready so you can move quickly during a major event, but it’s as equally important to be flexible and pivot to real-time content when an opportunity presents itself.

Want to learn more from Josh? Register here.


Four Trends to Watch in Online Video Marketing

The average American is exposed to thousands of advertisements per day. In responding to this ocean of information, we’ve become skilled at selective attention and retention.


So how can you make your company stand out? The answer is a well-crafted online video. Within the next three years, it is predicted that 69% of all consumer Internet traffic will be from online video. Video is the next major frontier for marketers and PR professionals, so recognizing the trends in this realm is vital to future success. 

Know Your Audience’s Attention Span

Consumers want videos, but you have to know what consumers are willing to watch. It’s difficult to get consumers to sit down for five or ten minutes to watch your video in an online environment. At the same time, conveying a strong message in a six-second Vine or fifteen-second Instagram video might not always be possible.

Finding that happy medium, generally between one and three minutes, is ideal for conveying a message while maintaining the attention of your viewers. As Mallory Perkins, Social Media Analyst for Coca-Cola, noted at the PRSA International Conference, “we have seen that videos that are shorter in length that tend to be even a minute and a half…have worked the best.” But don’t live and die by that rule. Rules after all are meant to be broken. If your media assets are only strong enough to produce 45 seconds worth of solid video content, or if the video is super engaging at 7 minutes, go with it!

It’s All About the Content Marketing

Consumers won’t seek out or spend time watching traditional marketing advertisements aimed at selling something, regardless of the quality, length or message. However, consumers are more willing to engage when there’s other value for them—in other words, if it is a content marketing video.

Clients no longer want their videos to be over branded. They want viewers to take in the message first and then associate that message with their brand or organization. Without the sales message in the forefront, consumers become much more trusting and more willing to watch the video, leading to higher levels of engagement with the customers and a better relationship with the brand. Check out some great examples of content marketing here. One of my personal favorite partnerships in content video is between Acura and the web series: Comedians In Cars Getting Coffee by Jerry Seinfeld.

Multi-Platform Accessibility is Key

As mobile capabilities continue to expand, so, too, will the demand for content that is optimized for all technological platforms. Quality, loading times and viewer size all vary by platform. And while those stats you put in the corner of your video appear completely legible on tablets and laptops, it won’t be very easy to read on a phone with a four-inch screen. Consumers depend much more heavily on mobile platforms than they ever have before, so making sure your video is viewable whether it’s on a four-inch screen or a fourteen-inch screen is vital to video marketing success.

Sharing is Caring

No matter how well made or interesting a marketing video is, if consumers aren’t engaging with the video, it won’t gain the exposure it needs to have an effect on the brand. Social networks are an excellent way to gauge the effectiveness of a video. Not only can you track how many people have seen your video, but you can read what they’re saying about it and see whether they consider it to be “share-worthy.” A good video marketing strategy usually is accompanied by a solid distribution strategy.

Has your company had success with video marketing? What worked well and why do you think it was a success?


Tod Plotkin is the Principal of Green Buzz Agency which serves as a video content creator for brands like Hilton Worldwide, Under Armour, and Cisco Systems. Tod also organizes the largest annual Marketing conference in our nation’s capital called What’s Next DC. Feel free to connect with him on LinkedInIf you are interested in applying to a PR, Marketing, Social Media, Event Planning, or Video Production internship at GBA send your resume to