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

Lauren Gray Leave a comment

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

Lauren Gray 2 Comments

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.

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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 LinkedIn. If you are interested in applying to a PR, Marketing, Social Media, Event Planning, or Video Production internship at GBA send your resume to info@greenbuzzagency.com

Get Social with Your Next Pitch

Jess Noonan 1 Comment

Social media has changed the way we do a lot of things. Instead of instant messaging and emailing friends, we’re more likely to send them a Facebook message or a SnapChat. Instead of buying magazines to keep tabs on our favorite celebrities, we follow them on Instagram and Twitter. And instead of spending hours on hold with a customer service hotline, we send a tweet to the company’s customer support account (my personal favorite).

If social media has changed all of these things, shouldn’t it also change the way you interact with reporters? According to Vocus’ 2014 State of the Media Report, 91% of reporters still prefer being pitched via email, so those days aren’t completely behind us. But that doesn’t mean social media shouldn’t become part of your pitching strategy.

Here are three ways it can help you land that next great piece of coverage:

Before the pitch: Foster name recognition

We all know that journalists receive a ton of pitches, and seeing a name they recognize in their inbox could be the difference between landing in their email’s trash folder and becoming their next story. But if you’ve never met or worked with the reporter before, how can you make that initial introduction?

Start a relationship on social media. Follow them on Twitter and retweet them, share their stories mentioning their handle, etc. The Cision 2013 Social Journalism Survey found that 80% of the journalists that responded used social media for professional networking at least once a week. This is a great way to start a relationship and increase the probability that your name will stand out in their overflowing inbox full of pitches.

A helpful way to keep tabs on reporters in your niche is to put them all into a private Twitter list or Facebook Interest List and check them each at least every few days. Interact with those you already have a relationship with, and make new connections that could be beneficial in the future.

During the pitch: Conduct reconnaissance

While flattery definitely won’t ever get you everywhere, as the adage goes, it can definitely get you somewhere. Not only does letting a journalist know you follow their work help in that regard, it also shows that you’ve done your research.

Set aside 15 minutes before writing your pitch to go through the journalist’s social media updates. What have they written about recently? What’s their opinion on a recent piece of big industry news? This information can be helpful when writing your email’s intro. Diving straight into the pitch might be quicker, but you want to foster a relationship, not throw information at them.

After the pitch: Follow up

One of the things journalists hate the most is a phone call saying “Did you get my pitch/press release?” or a another email asking “Did you get my email?” For your follow-up, try going a less invasive route.

When it’s time to follow up with a reporter, try reaching out on Facebook, Twitter, or LinkedIn. If they haven’t seen your pitch yet, it’s likely because their inbox is so crowded. By comparison, their mentions stream on Twitter is probably a lot emptier.

I frequently follow up with reporters via social media and am met with a much quicker response than sending another email. Even if it’s a rejection, at least I know that the pitch was seen and not lost in cyber land, and I know not to follow up a second time. If I had emailed them, I likely wouldn’t have seen a response.

While journalists will probably prefer being pitched over email for at least the next few years, there’s no reason your online communication with them should be limited to just email. Reaching out to them on more than one channel will add a depth to the relationship, which can help all parties down the road.

Have you had any success pitching journalists via social media?

 

710T3ue1Brittany Berger is the Content Marketing Coordinator at eZanga.com, a search engine and online advertising company in Delaware. Connect with her on Twitter, LinkedIn, and Google+.

Creative Tech Skills You’ll Need for Entry-Level Jobs

Lauren Gray Leave a comment

Landing your dream job or even an entry level position in public relations requires more than being a crafty wordsmith, talented strategist and a social media wiz.

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While most of us already have blogs and understand how to use WordPress, most job postings I see now list a slew of additional visual storytelling skills that those of us new to the profession have to at least have some experience with before being called in for an interview.

Additional skills to consider developing:

  • Adobe publishing including InDesign, Photoshop and other software to create digital documents and iPad apps
  • Adobe Systems Acrobat
  • Video shooting and editing skills
  • Website creation software – Joomla! , WordPress and Drupal are examples of ones I often see on job posting. If you have created a blog or a website using WordPress, extend your knowledge and skills by learning and implementing the latest upgrades
  • Software to create mobile apps to leverage for campaigns
  • Analytics – although being a data analyst is not expected, understanding the basics and being comfortable with numbers and with an analyst is expected
  • Microsoft Office software including SharePoint Server and Excel. Formulas are a must know!
  • Some knowledge HTML coding
  • Cascading Style Sheets
  • Podcasting software

Deirdre-Breakenridge “Public Relations is becoming more intergraded with marketing and advertising,” said Deirdre Breakenridge, an experienced public relations professional and author of several books on the intersection of technology and public relations. “It’s important to embrace new technology to do justice to the brand. All areas such be working together.”

And although these skills may not be taught in university classes, it’s important to invest some time in learning them before you graduate, she said.

Check out classes online or professional development classes at a local community college as they’re both budget-friendly options. Some of those classes even offer certificates that can be earned with just three or four shorter classes.

While technology is becoming almost a basic requirement for entry level jobs, good, strong writing skills still rule.

“You need a balance of the two,” Breakenridge said. “Always strive for the balance.”

A healthy balance of skills can set you apart from the crowd of applicants.

How many of you are making the effort to go beyond your college classes or to upgrade your personal talents in these areas?

 

Kris Antonelli,  is a freelance writer and communications professional based in the Baltimore-Washington, D.C. metro area. As a former newspaper journalist, her work has appeared in the Washington Post, Baltimore Magazine, Baltimore Sun and other publications. Connect with her on LinkedIn and Twitter or via email at Kris.antonelli@yahoo.com.

Networking: Keeping Contacts as a New Professional

Jess Noonan 4 Comments

YBusiness Meetingou studied hard, joined PRSSA, did multiple internships, networked, graduated, networked some more and got a job. Phew! Now, you no longer have to worry about your LinkedIn activity, participate in that Twitter chat or attend local industry events, right? Wrong!

In case you haven’t already figured it out, the PR industry is like a big small-town. There aren’t six degrees of separation, in many cases there are barely three. It seems everyone knows everyone (or knows someone who knows someone). This tight-knittedness is capable of swinging the pendulum in your favor–or not. The choice, really, is yours.

How do you hold on to that network you’ve worked so hard to build? How do you continue to build that network, and make it work for you?

  1.  My first suggestion is to not just attend your PRSA chapter meetings, but volunteer and get involved. As current president of the PRSA-St. Louis Chapter, I can tell you that having new pros on our committees are just as important as having senior pros. You provide a different perspective, and we need all viewpoints represented. In addition, You will work side-by-side with seasoned pros, who will get to know your solid work ethic first-hand and meet people you may have not have had access to otherwise. Volunteering is work, and creates work experience.
  2.  Participate in Twitter chats. Not just #NPPRSA, but other industry-related chats, such as #PRprochat started by Carrie Morgan, or the #SoloPR chat spearheaded by Kellye Crane. Not only may you meet your next recruit, but many senior pros participate in those chats as well. Doing this keeps you in front of your network, expands your network, and may even provide informational content you can later expand into a blog post!
  3.  Join applicable LinkedIn groups and participate in the discussions. Don’t feel like you can’t contribute if you don’t know the answers–ask questions, there may be others with the same question.
  4.  I’m sure you have certain industry-leading blogs to which you subscribe. Don’t just read those posts, comment and reply to other comments. Add value to the community. Warning: be careful to not over-do it; you don’t want to comes across as a stalker.
  5. Finally, swinging back to #1 – involvement in your local PR organization. You should at least set a goal of attending one event per quarter (4 per year).  And, don’t just attend make a point of introducing yourself to at least three new people at each event. Then, within a couple days of the event, connect with them on LinkedIn—reminding them where you met and thanking them for the conversation, then follow-up. The follow-up doesn’t have to be often but does need to be pertinent and professional.

A case in point: a while back I wrote a post on mentoring for BurrellesLuce Fresh Ideas blog. In it, I mentioned that Lori George Billingsley, director of issues communications at The Coca-Cola Company and past PRSA Multicultural Communications Section chair, claims her mentor has been instrumental in helping her secure all of the PR jobs she’s held.  That’s a pretty powerful testament to her networking, diligence and professionalism!

There’s no doubt that social media makes it much easier to keep in touch with people. However, no matter how much you keep in touch electronically, nothing beats face-to-face conversations to build your network!

Share what you’re doing to build and strengthen your network in the comments below.

Tressa RobbinsTressa Robbins is Implementation Vice President at BurrellesLuce, to ensure successful onboarding of major accounts with traditional and social media monitoring, media contacts and press release distribution, as well as reporting and analytics. She is the president of the PRSA St. Louis chapter, a PRSSA mentor, professional advisor to the Southeast Missouri State PRSSA chapter, and serves on Southeast’s Mass Media Department Professional Advisory Council as well as teaches a special topics course this semester. You may follow and connect with her on Twitter.