Author: Lauren Gray

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

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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

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

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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.

Post-grad Internship Turned Full-time Job: A Checklist for Before, During and After

Lauren Gray 4 Comments

There are a number of reasons to take a post-grad internship: specific agency, certain city, more skills in a niche PR industry, test out a new area of PR, no solid job offers, and the list goes on. For me, I interned a handful of times in college and taking on one last internship during my post-grad was my foot into the door of a large agency in a city I love, Chicago.

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Here some tips I learned before, during and after, that helped turn my post-grad internship into a full-time job.

 BEFORE You Apply/Accept:

  • Narrow your search. Whether you want more experience in a certain industry, to work at a certain company or in a specific city, narrow it down and only apply to places you can see yourself working full-time.
  • PRSA and LinkedIn are your best friends. Use them to find, research and apply for opportunities.
  • Look for paid opportunities. At this point, you probably already had one or two unpaid internships (which is more than enough). So don’t take another one.
  • Ask their hiring rate. During the interview, ask them how many interns they have hired recently. If it’s a summer internship program where they have 20+ at one time, the hiring rate might not be as high. But if they hire on need base (when they have new business/client work), there’s a better shot they are looking for an intern to eventually hire full-time.
  • Ask about their environment & professional development. Make sure it’s a place you’d like to continue to work if you were hired on full-time.
  • Ask questions like: do you have events where employees can get involved and get to know each other outside of work? Does the company encourage trainings, workshops, industry events and professional groups inside and outside of the office?
  • Be prepared and set expectations beforehand. You’re transitioning from post-grad and need to be thinking long-term. Ask yourself if you don’t get hired full-time, what’s your next step? If you do get hired, will you want to work there? For how long?

DURING Your Internship/Freelance:

  • Join PRSA. Even as an intern you can join PRSA. As a post-grad, you can use it to not only network in your area, but also discover additional opportunities and build your resume.
  • Act at the level you want to be hired for. Yes, you’re an intern, but that doesn’t mean you can’t take on more responsibility. Make sure to show them that if they could, they would hire you on the spot.
  • Ask for feedback. As an intern, there may or may not be a formal review process. However, that doesn’t mean you can’t check with your team on a regular basis and ask for ways to improve. Set personal goals and communicate them with your boss. This shows how serious you are about what you can learn from the company as well as provide the team.
  • Touch base about two-three weeks before your deadline approaches. Along with your reviews, you want to make sure you’re on the right track to hopefully getting hired. Sit down and meet with your boss to talk over your next steps: if they foresee a full-time position opening up, if there is a possibility it will be extended or if your position will come to an end with the contract. Sometimes they don’t have all the answers – it could depend on budgets with the client or company. Either way, you won’t know until you ask them.
  • Network: Inside and outside of work. Seek out co-workers who you’d like to learn from, grab a drink with an old classmate, or meet for coffee with a fellow PRSA member. Constantly continue to expand your network. The more people know you and the more experiences you have, the greater opportunity you will have to discover your next position.

To find more tips on networking, check out an earlier blog post here.

  • Keep resume updated. Halfway through your internship, begin researching and applying for other jobs. If you have an interview somewhere else, take it and be upfront with your boss about it. The bottom line is that you need to get hired. Your boss understands that. Not only is interviewing at other places helping you line up additional opportunities, but it also shows your boss how serious you are about full-time position.
  • If your position is extended, don’t worry. This means they want to hire you full-time, but can’t right now. Take this time to re-evaluate where you really want to work: is at this company or somewhere else? If you take the extension, make sure to continue asking for feedback, touching base, networking and applying for other positions in the meantime.

AFTER: You’ve got the job offer, now what?

  • Negotiating the contract. urlIf you can, ask fellow co-workers you trust about their salary when they were interns and offered a full-time position. When you’re given the contract, take it home and read through every detail. Look for all it includes: responsibilities, salary, insurance and other perks such as compensations for a phone, gym membership, professional development, etc. When negotiating, make sure to talk about all the work you’ve completed and if you’re asking for an increase, give a range or a few options and reasons for why you believe you deserve more (for example, between 3-5K more because of X or PRSA membership compensated because X).
  • Check all other opportunities. If you were pursuing other jobs and in the middle of other interviews, decide what’s best for your career move. Creating a pro vs. con list and talking with your mentors are always helpful.

Finally: Find that work/life balance. As an intern, you weren’t expected to work more than 40 hours a week. As a full-time employee, it doesn’t always work that way. Just make sure to strive for a work/life balance. You’re expected to meet deadlines, but you also need to enjoy yourself.

NicoleBersaniNicole Bersani is an assistant account executive Social@Ogilvy and also serves as the PRSA New Professionals Section mentorship co-chair. Connect with her on Twitter @NicoleBersani and on LinkedIn.

5 Tips to Make Business Travel a Breeze

Lauren Gray Leave a comment

Unfortunately, traveling for business isn’t as easy as packing up your car or shoving your carry-on items in the overhead space. To make the agony of travel a little more bearable and keep you from looking like the new kid in the airport, here are five tips to travel like a pro:

tips for a business trip1. Research your travel destination before you board the plane –Typically, you’re going to have down time on business trips so it’s a good idea to look up popular bars, restaurants and coffee shops in the city. And, if traveling with a client who isn’t familiar with the area, it’s a good idea to get a feel of the land ahead of time. That way, when the down time comes, you can suggest things to do and get to know your client a little better in the process

2. Pack the important stuff in your carry-on – A co-worker shared a horror story with me once that went a little something like this: “I flew to Germany for a meeting with a global company’s executive team and made it there without my luggage.” Be sure you have the essentials with you at all times – a business suit, contacts, medicine, glasses, basic toiletries, jump drive with your presentation and chargers  should all find room in your carry-on to avoid headaches and frantic shopping trips around an unknown city.

3. Know how travel expenses will be handled –Talk to your office travel coordinator, finance department or supervisor before you leave about how to handle expenses acquired during your time away from the office.  Some offices choose a per diem, while others require employees to keep track of their receipts and fill out an expense report upon returning. Clearing up any confusion about how to handle finances before you leave will make sure your company and your pocketbook are left surprise-free. Also, don’t forget cash. You’ll need it to tip the folks that make your life easier, like doormen, bellhops and maids.

4. Confirm all the details of the trip before you leave – Make sure everything is in check prior to leaving the office – including your flight, hotel and car rental – and be sure to bring the confirmation emails with you so you have it if any issues arise. If you have to ship product or additional materials to your destination ahead of time, it is best practice to call the location ahead of time and give them a heads up as to exactly what and when your things will be arriving.

5. Download travel apps – If you’re flying, there’s a good chance your airline has an app that lets you check your flight status, change your flight time and check-in online. Plus, car service apps, like Uber, make sure you get from Point A to Point B on-time, without worrying about trying to hail down a cab or navigate through an unfamiliar city. If your destination is within driving distance, apps like Waze can give you inside information on traffic patterns, slowdowns and construction areas. Also, the likes of Yelp and UrbanSpoon give you quick access to nearby restaurants and cafes.

Most of all, don’t forget to have fun. Take the opportunity to reconnect with old friends, develop a more personal relationship with coworkers and connect with your clients. After all, there’s no better place to learn than on the road.

Kelsey SpellmanKelsey Spellman (@kelseyspellman) is a social influence manager at The Adcom Group, a full-service communications agency in Cleveland, Ohio. Kelsey works with a variety of B2C and B2B clients, specializing in media and blogger relations and experiential marketing. Kelsey graduated from Ohio University in 2011 with a degree in public relations and blogs over at starfishsnacks.wordpress.com.