PR

Social Media Advertising: A Guide for New PR Pros

Stephanie Vermillion Leave a comment

Remember the good old days when a brand could post on Facebook and reach 10 – maybe 13 – percent of its followers?

Social media advertising: A guide for new PR prosAs a new pro, I had this luxury for probably six months before the Facebook-algorithm apocalypse hit. {Dun, dun, dun…}

And, once it did hit (which seemed like a slow, painful waiting game), the PR world was never the same.

That is, until Twitter introduced advertising.

Then LinkedIn.

Then Pinterest

Then … You get the picture.

Within a few short years, the PR job description morphed from traditional PR into a combination of:

  • Pitching media,
  • Tweeting,
  • Pinning,
  • Posting,
  • Writing optimized content,
  • Email marketing, and
  • Advertising on social media.

… And breathe. That sounds like a lot.

But here’s the good news:

You’re already trained in the traditional PR tactics from school. And growing up as a millennial, you should have a pretty good handle on the organic side of social media (as long as you read social strategy content regularly).

But social media advertising is where you may fall short. It’s not something you (usually) do for yourself, and companies are hesitant to let interns handle monetary decisions.

So, to make sure you have a grasp of paid media before your next interview, here’s a quick Facebook and Twitter advertising overview for new professionals.

Facebook Advertising

With Facebook advertising, you have a number of options:

  • Power Editor
  • Facebook Ads
  • Boosted Post

Power Editor is a top-of-the-line tool, and it’s one you’ll want to use once you have a bit more experience under your belt. (Here’s a guide if you’re ready to dive into the deep end.)

The regular Facebook ads are much easier for beginners. Facebook starts by asking you what your objective is, then develops a campaign to help you meet that end goal.

Once the objective is selected, you select the audience (this is the great part – you can get really specific here), budget, images, etc.

In terms of budget, the more you spend, obviously the more people you’ll reach, but you don’t have to go on a spending spree. Even a $5 – $10 ad can work (and this amount is good for a starter test if you have a major campaign on the horizon).

The boosted post is another super-simple option. You’re basically boosting the content you already have slated into your editorial calendar that’s posted on your page’s wall. You can get specific with audiences here as well.

For example, if your post is about a triathlon, target those who like the page of a triathlete magazine. If it’s about a new hotel chain, target people interested in travel who like direct competitors’ pages. (And if you know the target age/ gender/ location, by all means – narrow it further!)

You can get as creative as you want, but make sure you monitor how posts are resonating – and driving conversions – with different audiences to guide your strategy moving forward.

Twitter Advertising

Just like Facebook, Twitter has several advertising options:

  • Regular Twitter Advertising
  • Twitter Quick Promote

The first option is the normal Twitter advertising, which (from my experience) requires a budget in the high hundreds or thousands to perform well. Of course, the brands really winning with this are spending well beyond that, but we saw great results for a client when using about $500 – $600.

With this option, Twitter presents a number of objectives (again, just like Facebook) to help guide your campaign. Options include clicks, installs, followers, leads and engagements, among others.

After you select the objective, you can determine audience (again, very specific options!) and budget, including overall and your bid for website clicks. We had success bidding toward the lower end of the suggested scale – about $1 more than the lowest bid – but you may want to do some smaller-scale testing since so much depends on your content and audience.

The second option is the new Twitter Quick Promote tool. It’s designed for small and medium-sized businesses. It offers similar advertising options, but on a smaller scale to fit within a smaller budget (we’ve done successful campaigns on this site for as low as $20 – $40).

Quick Promote is, as one would guess, quicker than normal advertising. You choose a tweet that’s already resonating with your audience (by viewing engagement analytics on your Twitter dashboard), then promote it right there, within the dashboard.

While social media is designed for fun, these companies aren’t messing around anymore. They’re profit-driven, and they have to be in order to survive.

That means paid will only become more integral to the PR world, and those new pros who understand social media advertising elements – even just vaguely – will have a much better chance to stand out during a job interview.

To learn more about advertising on all types of social media site – including those I didn’t touch on – take a look at Hootsuite’s beginner’s guide. And, if you have any questions for me, please leave them below and I’ll be happy to answer!

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Stephanie VermillionStephanie Vermillion is a senior account executive at Wordsworth Communications, a public relations agency in Cincinnati. She is the PRSA National New Professionals blog co-chair, and is on the PRSA Cincinnati Leadership Team. Connect with Stephanie on LinkedIn and Twitter (@SMVermillion).

Show Your Worth: 4 Ways to Prove Value with Social Analytics

Ashleigh Mavros Leave a comment

rsz_screen_shot_2015-02-10_at_82849_amSo there you are, a PR pro updating executives on the progress of their company’s latest social media campaign. You describe the strategic messaging and execution, which has increased engagement and strengthened their web presence, but there’s only one problem…

These executives aren’t communications professionals and they don’t understand why any of this matters.

Measuring success and proving value is an age-old challenge for PR pros. Today, we’re fortunate to have many programs available that provide detailed analytics, which makes it easier for non-communications executives to understand the value and impact of our work. To help them understand the value PR pros create, keep these four tips in mind:

Validate Your Target Audience. Regardless of whether the executives understand the importance of public relations, they most likely do understand the importance of reaching the right customers. With many social media channels and analytics platforms today, we can be certain that we’re targeting the correct markets. For example, social ads with Facebook are highly-targeted and can focus upon people with very specific interests, jobs and education levels.

Similarly, social media analytics platforms can often tell you the gender, location and ideal engagement times of your followers. Making sure that your message gets across at times of peak engagement can increase the odds that the message will stick.

Use Charts and Graphs to Visualize Your Data. When discussing the progress of your campaign, you’d be wise to use visual tools because they’re easier to understand.

For example, a line graph that has been fairly constant and then sharply increases is far more impactful that simply saying, “Our engagement is up significantly this month.” The visualization makes it easier for the executives to see the difference between where they started and where they currently stand, which brings us to our next point…

Draw Comparisons. To show that you’ve made a meaningful contribution, stack your statistics up against those of when you started. One way to do this is to maintain a year-over-year chart. Where was the number of followers in February 2014 versus February 2015? If there has been a significant increase, take a look at things like website traffic and online sales. While it’s safe to say that a social media campaign is not the only factor influencing these metrics, it’s also safe to say that it has had at least some impact, which can be supported by your comparison.

Translate the Language from PR-speak to English. I can hear the executives now:

“Okay, so you’re saying we’ve increased in, uhhh… organic… impressions. And our number of unique visitors is up too? That’s great, I guess.”

The bottom line is that your analytics will have no impact if the executives don’t understand what you’re saying (click to tweet this!). Take the time to explain what these results truly mean. Remember, people won’t always speak up when they’re confused. The burden lies upon you to be clear and thorough in your explanation. You have the data at your fingertips – make the most of it by explaining what it means.

Remember these four tips when the time comes to provide a progress update of your social media initiatives. Aside from these, how else have you used social media analytics to prove value?

Jeff Adkins - HeadshotJeff Adkins is a communications associate with MCCI (Mort Crim Communications, Inc.), a Detroit-based integrated marketing agency. An active member of the Detroit chapter of PRSA, Jeff enjoys connecting with fellow PR pros and seeking out new professional experiences. He’s an alumnus of Wayne State University, where he graduated with a Bachelor’s in Public Relations and was a member of the university’s PRSSA chapter. In his free time, Jeff enjoys being active outdoors and volunteers as a public relations officer with Portal Paranormal Society. Feel free to connect with him on Twitter at @jeffadkins14 and LinkedIn.

#ThrowbackThursday with Deirdre Breakenridge

Stephanie Vermillion 1 Comment

Editor’s note: This is the first post in our monthly #ThrowbackThursday series, which features a prominent, successful PR pro taking a look back and sharing tips from his/her days as a new pro. Thanks to Deirdre for helping us kick this off!

For those who don’t know her, Deirdre Breakenridge is the chief executive officer at Pure Performance Communications. But, like most successful PR pros, that’s only the beginning of her portfolio.

Deirdre K. Breakenridge is Chief Executive Officer at Pure Performance CommunicationsShe’s the author of five Financial Times books, including her latest “Social Media and Public Relations: Eight New Practices for the PR Professional,” an adjunct professor at New York University, a member of PRSA (woohoo!), and co-founder of #PRStudChat, a dynamic Twitter discussion scheduled monthly for PR students, educators and PR pros.

Honestly, we could fill this post with all of her work and achievements, but we know what you’re all here for: Deirdre’s life lessons! So, without further ado, let’s dive in.

Question 1: What were three of the biggest challenges you faced as a new professional in the PR industry and how did you overcome them?

  1. Thinking you’re prepared when you’re not. No matter how junior the team member, you must come into a meeting fully prepared. However, this goes far beyond having a pad and pen to take notes. Being prepared involves challenging yourself to think about and answer the questions that a supervisor / boss may ask you during the meeting. Still to this day, I coach professionals to think ahead. And, if they are in a meeting with executives it’s important to identify what they would ask, or need long before the meeting begins.
  2. Rejection from the media. Rejection is a part of public relations, especially when it comes to media pitches. Even in the face of rejection, you must continue to perfect your pitching efforts by spending more time doing homework about the journalists / bloggers you’re pitching, and the communities they serve. Relationships develop over time, so if you are persistent and consistently offer good information, then you are more likely to land a really good story and be recognized as a reliable source.
  3. Networking more often at association meeting and special events. Not everyone is a natural born networker and making good connections requires you to get out there to meet people. When you’re a young professional it can be difficult to walk into a room not knowing anyone and strike up a conversation. However, the more opportunities you take to network, the more you realize that people are at these events for the very same reason. What is the worst that can happen? Perhaps, you introduce yourself and shake hands. Then, you exchange business cards and move on to meet someone else. However, there will be those instances when you meet someone and there is a great connection. What may come out of a simple introduction can be a number of opportunities. I learned early on that not every person you meet will lead to a next step connection, but you will never know unless you try.

Question 2: What type of time management tools did you use to stay on track as a new professional? 

In the past, time management for me was a big black planning book that I carried everywhere and a large calendar sheet on my desk that was marked up daily. Then, about 10 years into my PR career, time management software was integrated into our agency, and we no longer had to fill out manual time sheets. I think I just dated myself!

However, what I would recommend to young professionals today are several apps to make them more organized. I’m a big fan of Evernote, which is the note taking software that allows me to capture notes, ideas and images, and then syncs on all of my devices. I also use Circa, which is a news app that curates the important news headlines. There is a scanner app that I find very helpful. It allows me to scan documents into PDF form and then share them. Of course, my Google calendar keeps me organized and on track, with alerts so I can properly prepare for my meetings. Lastly, Spreeder is free online speed-reading software designed to improve not only your reading speed but also your comprehension.

There are many great apps and tools. This article from Lifehack has several really good time saving resources that you can check out here.

Question 3: What were some of your most important career goals as a new professional? 

Building relationships was at the top of the list. It is your network of connections that will allow you to excel in business and to help others (Click to tweet!). There is so much that goes into relationship building, but it all starts with getting to know people, learning more about them and listening, rather than immediately sharing information about yourself. To be known as someone who is connected, or that you’re a great connector, is very valuable, and often sought out by companies large and small.

Focusing on your integrity as you pursue new opportunities. There will be times that your values and integrity may be challenged, and you will have to make an important decision. Always choose the ethical side of the situation and your integrity will remain in tact for the duration of your career. If you need a refresher on ethics, you can check out the PRSA Code of Ethics.  At the end of the day, you have to be sure that your communication is transparent and in the best interest of all parties involved. Always let your values and ethical standards guide you.

Perfecting your writing skills. If you’re in PR today, then writing for all different types of media is important. We have moved from earned media to owned, paid and shared. Companies are looking for professionals who are not only able to write byline articles, editorial opinion pieces and news releases, but also blog posts, video scripts, tweets and Facebook updates, ebooks, etc. Perfecting your writing skills takes a lot of practice and also requires you to read in your spare time. The more you read the better your writing will become. I’ve been writing for 25+ years. Practice makes perfect, and for me, led to some incredible writing opportunities, including several books published by Financial Times Press.

Question 4: How can today’s new professionals find time to focus on personal career goals without getting sidetracked by work?

Careers can get very busy and you will always find yourself sidetracked. You have to make a date with yourself to find time to focus on your personal goals.  If you’re a morning person then you should set aside the time then, or if you like to stay up late at night, then this may be your best time plan out the steps to reach your personal career goals.  You should also incorporate regular telephone, Skype and in-person meetings into you weekly routine, so that you can meet people, get different perspectives and learn about new career directions. In addition, finding a mentor will help you to grow in your career and to have a seasoned professional guide you as you strive to reach your personal career goals.

Question 5: If you could go back in time and give advice to yourself during your first year on the job, what would you say?

My first year of work was an incredible experience, so I’m not sure what I would have changed or where I would have given myself advice. But, I do remember my second job, wishing I had given myself some advice early on.

I was doing PR for a cosmetology school that was affiliated with a popular hair and skin care company. I remember, within my first couple of weeks of working there, I was asked to model for one of their hair fashion shows. It was an honor and then quite a shock when I was on stage and they cut my hair above my ears and colored it bright red. After the show, I had to keep my hair short and colored. They also gave me a lot of makeup that I was supposed to wear as a representative of their company and advised me on my wardrobe. But, It just wasn’t me.

Although I had fun and stayed with the company for a few years, I eventually realized that I wasn’t being true to myself. Almost like a “Devil Wears Prada” movie scenario. After I left, I grew out my hair, went back to my natural color and found my own style of fashion.  If I could go back in time, I would say to myself, “Be true to who you are from the work that you do to how you present yourself (including your appearance) in any role that you play.

If you can learn this early on you’ll be a lot happier!

To learn more about Deirdre, visit deirdrebreakenridge.com or follow her on Twitter at @dbreakenridge. 

Five PR Tips From Taylor Swift

Stephanie Vermillion 2 Comments
Five PR tips from Taylor Swift

Image from Canva.com

A pop princess may be the last person you’d expect to look up to as a public relations professional, but Taylor Swift is definitely doing something right. Between buzzing up constant media attention, building a loyal fan base, and staying true to her strengths, there’s a lot we can learn from Taylor about being a successful communicator.

She knows her brand. Crossing over to full-fledged pop could have spelled career disaster, but Taylor stayed true to herself by making the switch.

Be like Taylor: Spend time learning the voice of each of your clients and you’ll be able to decide the best ways and places to tell their stories.

She’s a conversationalist. Taylor has crazy follower counts across the board, but she’s not just broadcasting on social. She’s truly interacting with her fans! With so many people talking, it’s hard to actually hear anything these days.

Be like Taylor: Running a brand’s social media? Pull a page from Taylor’s playbook and reply to fans posts, seek out conversations via hashtag searches, and be proactive in your interactions. Use your personal Twitter to build relationships with media. In other words, be social! (Click to Tweet)

She offers the exclusive. Before her latest album dropped last fall, Taylor held secret listening parties across the world with 89 of her biggest fans at each event. Fans were invited to get a first listen to 1989 in Taylor’s very own homes. Hearing the album ahead of time didn’t dull the excitement around the release: these select fans were even more thrilled to see her music finally debut weeks later.

Be like Taylor:  Have a great story brewing? Reach out to one of those contacts you’ve built a relationship with and offer it as an exclusive. Between the 24-hour news cycle and a saturated media market, breaking a story has become just as rare as a Taylor Swift listening party. Working together on an exclusive can benefit both you and your contact. You’ll secure a great coverage hit while your contact gets to lead the media frenzy.

She knows what’s trending and how it aligns with her brand. She uses news angles to her advantage to ensure she’s being talked about. When Tumblr went crazy over the Becky meme, Taylor was spotted the very next week in a “no it’s becky” tee.

Be like Taylor: Consume a variety of media every day so you know what’s hot and how you can be a part of the story.

She shakes it off. At the end of the day, not every relationship, song lyric, or pitch is going to work. Taylor doesn’t stress about the things that don’t fit – she’s able to kick back and poke fun at herself for every faux pas.

Be like Taylor: Take what you learn from every experience and use it to be better the very next day.

We all know Taylor’s talents are countless! What other PR lessons have you learned from Taylor Swift? Share below!

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 IMG_0011.JPGChristine Perez is an Account Executive at The S3 Agency, a boutique advertising, social media, and public relations agency in Northern New Jersey. She has a wide array of experience with CPG products on both the agency and client sides. In her free time, she volunteers with a local animal rescue as a communication strategist and pet foster. Tweet with her @ICtine or connect with her on LinkedIn.

 

PR lessons from your first year on the job

Stephanie Vermillion Leave a comment

PR Lessons from your first year on the jobI’m quickly approaching my two-year anniversary of being a PR Pro. These past two years have been filled with new faces, places and challenges. I’ve had the opportunity to do things I’d never thought I’d do and build connections with people I would have never run into on my own. While it’s been an exciting two years, and there have been many lessons learned.

A bachelor’s degree is just the beginning.

While I value and appreciate my degree, it was only a stepping stone into the professional world. Many of the things I’ve learned have been on the job. A degree provides you with the foundation, but creating a pitch letter for a class assignment isn’t the same as actually pitching a journalist.

Lesson Learned: Take feedback and critiques positively, things function differently in the real world for a real client.

Social media is important, but it’s only part of the package.

Click to tweet: “Social media is important, but it’s only part of the package.” bit.ly/1yyB4Sm #NPPRSA #PRSA @PRSANewPros

When I first started my career, I assumed I would be working with social media on a regular basis. Depending on the how a company is structured, the marketing department may handle  social media or your role may not be as hands-on with social media.

Lesson Learned: Knowing how to use social media definitely comes in handy, but remember that there are also other skills to focus on in our profession.

Don’t forget about writing.

If you haven’t already guessed, writing is a major part of the job. As a PR professionals, it’s our job to get the message across to our client’s audience in the clearest, most concise way possible. And that takes practice. If you have the time at work ask for an extra writing assignment. Or start your own blog. Either way, write as much as you can to sharpen your skills.

Lesson Learned: Practice makes perfect, write as much you can.

It’s normal to feel like everything you do is wrong.

Over the past two years, there’s always been a day or an entire week where I feel like everything I do is wrong. As a newbie, there’s no way that everything you do will turn out amazing the first time or even the fifth time you do it. Don’t worry, your manager already knows this, they were once a newbie too. They don’t expect you to produce perfect work, they expect you to put in the work.

Lesson Learned: Be open to criticism and direction. Don’t be afraid to mess up and don’t be too proud to ask for help.

My first year as a PR professional was a whirlwind. It was amazing, it was exciting, it was frustrating, it was challenging, it was everything I didn’t expect it to be. Through all the ups and downs, make sure to enjoy the ride!

Cheers to your first years!

 

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Victoria LightfootVictoria Lightfoot graduated from Georgia State University in 2012 with a Bachelor of Arts in journalism, concentrating in public relations. She is currently the PR coordinator at the Atlanta Convention & Visitors Bureau and volunteers on PRSA Georgia’s College Relations Committee and co-chairs the Travel & Tourism Special Interest Group. Connect with Victoria on LinkedIn and Twitter (@Victoria_Lenese)