Why a Blog Can Change A Business: Three Arguments to Back You Up in the C-suite

Why a blog canIf your client or organization is looking to implement an integrated marketing strategy, a blog may be one vital tool for success. However, proposing the idea of a blog many times comes with resistance from the C-suite. If you’re trying to sway this crowd, make sure you’re prepared with these three arguments to get them on board:

1. Blogs are shareable. There is no limit to the amount of times a blog can be shared online. Start by creating great content on your site, and then use social media to promote links back to that content. You’ve heard that adage, “If you want to catch more fish, cast a wider net.” The same principle applies here. Shareable content helps you reach the maximum amount of potential customers. And an added bonus – blogging can help your SEO rankings if you include clickable links and keywords in your posts.

2. Blogs give you an opportunity to engage your audience. Audiences won’t believe your brand is better just because you say it is. Your potential customers need to trust you and your products or services, and the best way to build trust is through engagement. Blogging gives you the prime opportunity to interact with your audience – if you do it the right way. You have to make an effort to build a rapport with your audience by responding to comments on your blog, answering questions or interacting on social media.

There are several reasons why marketing and public relations are shifting away from the traditional TV and radio approach, and one reason is because they don’t give audiences the opportunity to talk back. Blogging does, but it won’t be effective if the audience doesn’t feel like you’re listening. The interaction in blogging creates the two-way communication that is the basis for trusted relationships. (Tweet this!) 

3. Blogging makes you look like a genius. Customers want to believe that they are getting service from the best of the best. Blogging is a great way to show how much you know about your product or field of service. When you share information about what you know, audiences can put trust in your experience (it always circles back to trust). Blogging about tips or inside information about your product or service lets customers know that you care about helping them.

To make an extra impact on your customers, get your organization’s leadership involved in blogging. They can blog about the industry, or they could blog about their hobbies. It really doesn’t matter what they are writing about as long as they are open, honest, and engage with the audience. When customers trust an organization’s leadership, they are more likely to be loyal to the brand. You need to convert potential customers into customers, but then you need to convert customers into repeat customers. Blogging can help you do that by renewing your audience’s faith in the organization with each post.

What results has your company or organization seen from blogging? 

Jennifer MaterkoskiJennifer Materkoski is a graduate of Kent State University with a Master of Arts in Journalism and Mass Communications with a specialization in Public Relations. She has worked as a writer and editor for both newspaper and television and as a member of a non-profit marketing and development team. Materkoski is the owner and principal consultant of a boutique public relations firm, Songbird Public Relations. She is an avid sports fan and a yogi and also owns and operates an online store selling essential oils and natural products. Materkoski resides in Wheeling, West Virginia with her husband and son. Find her on LinkedIn or follow her on Twitter @MrsMaterkoski. She can be reached via email at jen@songbirdpublicrelations.com.

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.

March 2015 #NPPRSA Twitter Chat Highlights: Preparing for a Crisis

Twitter Chat 3-18 SquareWe’d like to thank everyone who participated in the March #NPPRSA Twitter chat as we discussed crisis communications–how to prepare and how to react.  We would especially like to thank Jonathan Bernstein, President of Bernstein Crisis Management.

Join us again on April 15 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 prepare for your brand’s vulnerabilities before a crisis? What can you do to minimize damage once a crisis hits?


You can receive FREE New Professionals Section membership for PRSA throughout March!

Lauren Headshot 1.3MBLauren 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.

May Twitter Chat Highlights: Media Relations

We’d like to thank everyone who participated in the May #NPPRSA Twitter chat as we discussed methods to improve media relations and explored ways to build authentic relationships with the media.

PRSA Twitter ChatSpecifically, we’d like to thank Gini Dietrich, CEO of Arment Dietrich and author of Spin Sucks — a leading industry publication for public relations and marketing professionals.

Join us again on May 15 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. How can you best nurture a relationship with the media? How can you pitch effectively?



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.




April Twitter Chat Highlights: Influencer Marketing

We’d like to thank everyone who participated in the April #NPPRSA Twitter chat as we discussed influencer marketing and how it can be included in public relations strategies to activate influencers and build a brand.

PRSA Twitter ChatSpecifically, we’d like to thank Mark Fidelman, CEO of Raynforest and author of Socialized!

Mark is also a regular contributor to Forbes — covering social, mobile and marketing trends.

Join us again on May 1 for the 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 April chat? What can you do to make sure the partnership benefits both the influencer and your brand? How can you incorporate influencers into your strategies?



headshot2Lauren 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.