Insights for Leaders Navigating
Visibility, Credibility, and Growth.
From media strategy to reputation management, we explore the trends shaping public perception and share the approaches that drive measurable results for growing brands.
Our team at Communique PR recently hosted a visit from some students at Seattle University’s PRSSA chapter and we had the opportunity to share our experiences as PR professionals and offer advice for people considering PR as a career.
I got to thinking about the various tasks I work on throughout my day – drafting pitches, talking to reporters/analysts, writing press releases, counselling clients on PR strategies. The common thread through all of these activities often comes down to resourceful, thorough and creative research. Critical thinking drives so much of what we do on a daily basis for our clients, and that’s only possible if we’re well-informed about the issues, trends, companies and people in our space.
Think of research as the engine behind the program and tactics being delivered – If you only know half the story, you can’t tell it effectively and you certainly won’t become a credible source to the media, your clients or your team.
However, too often when tasked with a research project, many people do a cursory Internet search and report back on the first 1-2 findings that “The Google” returns to them. That’s it. If this wasn’t a service-oriented industry, that might be okay, but our clients depend on us to counsel them, thoughtfully, about how to approach their communications programs.
Whether you’re trying to find a creative pitch angle for an announcement, learn more about a competitor or a prospect, or get smart on an entirely new industry in only a few hours, be tenacious in approaching your research. For example:
- Don’t get lazy with “The Google”: Search engines are often the first stop in any research effort and they do a fine job at sifting through content on the web. But don’t take what “The Google” gives you at first glance – try multiple search terms and be sure to look at both News and Web results. Go beyond the first page of results and see what’s lurking on the next several pages.
- Get social: Don’t forget to review social networks when researching a company or individual to see what they post, and what’s being posted about them. In addition to Twitter and LinkedIn, check out YouTube for potential product demos or recordings of speeches at industry conferences. Scan through corporate blogs for additional information beyond what’s posted in the official press room – this is often where customer stories, tips/best practices and more personality-driven posts reside.
- Research the researchers: Industry analysts provide commentary, context and color about various markets, including forecasts and drivers for growth. While some content may be restricted to paying clients, check for recent press releases and report excerpts as well as analyst blogs and social accounts for commentary. Look into the publications that cite analyst research and quotes from analysts– it can provide additional color about their research and opinions on industry trends/breaking news.
- Check out the competition: Be smart about what the competition is saying and how they’re approaching the market and the media landscape. Sign up for email alerts, newsletters and any other information available on competitor websites to ensure you’re notified about new developments.
- Don’t try to boil the ocean: Ah, the balancing act of research – how to be thorough while also not drowning in information overload. With the wealth of information available it can be hard to know where to begin (and end). Focus your reading on the top 3-5 publications that matter to your client if time is short and utilize tools that push stories and information to you as it happens (such as Google Alerts, TalkWalker, etc.).
What other tools and sources do you use when researching at your job? What roadblocks have you encountered and how did you create a detour? Share your stories here – we’d love to hear about your research efforts!
Digital or print? In the PR world, it’s a question we hear all the time. As outlets increasingly turn digital and audiences go mobile, many in the industry wonder whether print coverage—the onetime king of earned media—still carries the same weight, or if their interests would be better met with a digital-first approach. And what about other media formats, like radio or broadcast?
I should start by saying that it’s not a black-and-white answer. But the findings of the recently released Pew State of the News Media 2015 report, its annual study of how the news industry changes over time, offers a glimpse into how the various media formats stack up. Much of the data is still elusive—the report itself stated that there’s “no organized method as yet for tracking the growing digital-only segment of the news media”—but following are some insights that shed light on the digital divide:
1. Mobile reigns. Thirty-nine of the top 50 digital news websites had more traffic to their sites and associated applications coming from mobile devices than desktop computers. That number includes legacy print (e.g., The New York Times, USA Today), cable, network, international and public broadcasting outlets as well as digital-only entities. This was especially true for sites like Elite Daily, Upworthy and BuzzFeed, which had the greatest portion of their audiences arriving through mobile.
2. …but mobile audiences have short attention spans. Out of those top 50 sites, only 10 of those had mobile visitors spend more time per visit on the site than desktop visitors. For half of the top 50, visitors from desktop sites stay longer than those coming through mobile. More proof for the need to create brief, visual and relevant content to capture mobile audiences.
3. The social Web is growing. Nearly half of the Web-using adults polled reported getting their news about politics and government within the past week on Facebook, suggesting friends and algorithms are playing an increasingly influential role as news gatekeepers. Top tech names also nabbed most of the digital ad revenue (Facebook alone accounted for 24 percent), with news outlets getting only a small share.
4. Podcast listening is on the rise. In one of the more intriguing findings, audio journalism saw huge gains. NPR’s podcast downloads alone grew 41 percent year over year, while radio shows like the wildly popular “Serial” gripped more than 5.7 million listeners per episode. And mobile dominated here too—the percentage listening to online radio via mobile devices is rising, while the percentage listening on a desktop is falling.
5. Newspapers, consumer magazines and cable news all had a tough year. Newspaper circulation (and newspaper ad revenue), consumer magazine circulation and cable news viewership all fell in 2014. Newspaper circulation was down 3 percent across papers of all sizes, while overall circulation of magazines fell slightly (1 percent). However, other legacy platforms, such as local TV and network television news, saw gains. And despite the talk of a digital shift, most newspaper readership is apparently still in print.
6. For digital-first outlets, it’s a mixed bag. As Pew put it, the “staffing capacity and financial maturity” of these outlets varies greatly. Many saw huge success—Vice News, Vox, Politico and Quartz, to name a few, all faced gains such as expansions in staff and locations, growth in online visitors and exceeding revenue and traffic goals. At the same time, others faced financial and journalistic struggles, including the demise of Gigaom, staff resignations at First Look Media and The New Republic, and even online giant BuzzFeed having to answer to ethical questions over its advertising policies.
So, what are PR pros to make of all this? On one hand, the findings suggest that digital (and mobile) platforms are becoming increasingly popular for digesting news. Based on sheer circulation alone, a digital story in a top outlet could get far more views than a print feature. Take The New York Times, for example—while the newspaper reported an average weekday print circulation of nearly 650,000 (in September 2014), its website and associated apps nabbed nearly 54 million unique visitors in January this year. Digital outlets also offer other opportunities not possible in print, such as multimedia, SEO and links to draw audiences back to your website.
However, looking at the bigger picture, the findings suggest that no one medium is likely to meet all of a client’s needs—it’ll probably take a creative combination of traditional, digital, social and mobile outlets. While digital might be more far-reaching and interactive, print and legacy formats can have perks depending on your objectives. Plenty of research shows digital and print reach different demographics, and while print stories often also appear in the online editions, publishers typically cater content, format and length depending on the audience.
At day’s end, when implementing any campaign, you’ll want to think through the overarching objective and intended audience and select your target outlets and strategy from there. An integrated approach is always the best approach—and a shiny print cover is no longer the best way to reach your goals.
Have you ever heard the saying a smile can be heard over the phone? The saying rings very true because there’s nothing quite like the sound of a smile. But, when it comes to pitching stories over the phone (call-downs), you’ll need more than just a dashing smile to be heard.
Pitching a story, whether that’s in person, via email or over the phone, should be a very well thought-out process. A good PR professional knows that reporters work on deadlines and have no time to waste. In light of this, if a PR pitch is unclear, confusing, too long, unstructured, filled with typos or any other careless efforts, the reporter won’t give you the time of day – even if it’s the best story ever told – it’s all about the pitch.
One of my dearest mentors once told me, “each word should be intentional,” and that’s something that is always in the back of my mind while I am pitching.
The best way to get your pitch heard is to be strategic about the process. Below are five best practices to keep in mind when you are suddenly faced with the challenge of call-downs.
1.) Script it and warm up. Have a plan and be organized by developing an outline of what you will say, whether that’s with a script or bullet points. Be prepared with the materials you’ll need, such as talking points, the press release if you have one, or other key messages.
2.) Start with who you are and why you’re calling. Simply tell them your name, what company you work for and the nature of the call. For example, “Hi Steve, my name is Alice and I’m with Communiqué PR. I have a story that I think will interest you if you have a moment?” Simple, clear and to the point.
3.) Brevity is crucial. If you are leaving a voicemail, the entire call should be under a minute from the moment you start talking to the moment you hang up. In my experience, it is best to keep the actual pitch really short if you have the reporter on the phone. In that case, I recommend about 30-45 seconds of pitching time.
4.) Offer a resource and story angle the reporter could use. You should have something to give the reporter, whether that’s a press release, a briefing or exclusive news. Also, it’s your job to enlighten them as to how and why it relates to their beat.
5.) Anticipate questions and embrace rejection. Have a strong head on your shoulders and don’t take anything personally, especially in PR. Be strategic and have answers to questions you might be asked and if a reporter hangs up on you, move on.
MAIN TAKEAWAY – Before you start calling reporters, make sure you are well prepared with a plan, such as a script, a prepared Q&A and all the materials you may need. The call should last about a minute long; brevity is key. Once you are near the end of the call, be sure to always, always, always thank the reporter for his/her time; and though this may be obvious, make sure you end the call with your name and contact information. Don’t forget your dashing smile and happy pitching!
Click here for other tips on pitching the media through social media.
Today, opportunities abound for savvy marketers to get their messages heard. If the late 1990s heralded the rise of online content, the early 2010s are all about the rise in contributed content. For those of you who follow changes in the field of media and journalism, it won’t come as any surprise that Forbes is now host to over 1,000 regular contributors, many of whom are unpaid but who receive credit for page views and the clout that goes along with publishing under the Forbes banner.
If that does come as a surprise, you might wonder why Forbes has made such a radical shift. Are they diluting their brand? Does this mean their business is losing steam? Not exactly. Forbes has seized on a trend and in the process has become something of a pioneer in blending journalism with social networking. LinkedIn has followed suit with its long-form publishing capabilities and big names are participating. Bill Gates, Richard Branson and Ariana Huffington are just a few of the regular contributors. Popular sites like Medium, Business2Community and DigiDay are more mainstream but still offer those with something to say a chance to get their thoughts published to a wide audience.
With all these opportunities for contributed content, should you jump in? Absolutely! Adding your voice to the dialogue in your respective industry is a great way to raise awareness for your business and your brand, while allowing you to connect with like-minded professionals.
But all content is not created equal. Use the following tips to ensure that your piece sings.
Start With a Killer Headline
Studies show that articles with headlines using powerful, emotive words not only get more readers but get shared more often on social media. CoSchedule offers a headline analyzer, a list of powerful, emotive words and a wealth of tips for how to make your headline as strong as it can be.
Take Your Time and Write What You Know
When you’re passionate about a topic, it comes through in your writing. Write about what you know—what excites you, what keeps you awake at night, where you want to be in 10 years’ time. Don’t be afraid to do a deep dive either: posts in excess of 1,000 words are read more frequently and shared more often than shorter posts.
Consider a List Post
One need look no further than the uber-popular Buzzfeed to see that list posts are some of the most oft-shared content on the web. A primary reason why list posts work so well is the headline: as Copyblogger points out, “any headline that lists a number of reasons, secrets, types, or ways will work because…it makes a very specific promise of what’s in store for the reader.” Try it and see for yourself.
Make it Pretty
Add graphics. Studies show that blog posts which feature compelling visual images get 94% more views than posts without images. Stock photography sites such as iStock offer images you can feel confident in using without violating any copyrights. And the price to purchase the image is worth it; you can repurpose it for corporate presentations, future LinkedIn posts, or use it on your blog.
Got Writer’s Block? Maybe You Need An Infographic
If you have some great research but lack the time and energy to turn it into a 1,000 word blog post, consider putting it into an infographic. Sites such as Pinterest, Visual.ly, Daily Infographic, Slideshare and others are a source for all sorts of stuff you want to share with others or might not have known yourself.
Now that you’ve got some ideas it’s time to grab a cup of coffee, turn on some music and start writing!
As a PR professional you’ll likely give countless presentations throughout your career. From new business presentations to annual PR plans, there will be plenty of opportunities for you to speak in front of a group. Presenting becomes easier and easier every time you do it, but the first time can be a little nerve-wracking. Following are five tips to help you keep calm and give a killer presentation.
- Practice, Practice, Practice. The more prepared you are, the more confident you’ll feel during your presentation. A few days beforehand, develop talking points for each of your slides. If you know that you tend to get nervous when speaking in front of a group, write out a full script and practice it out loud to make sure it flows nicely. Once you know what you’re going to say, distill it down to bulleted talking points. Then rehearse your slides with a colleague or your fellow presenters and ask for their feedback.
- Be Confident. When giving your first business presentation, you may be the youngest person in the room. Don’t let that be intimidating. You were invited to the meeting for a reason – everyone wants to hear your ideas and your team members value your input. Don’t be afraid to speak up, join the conversation, and assert your opinion.
- Be Genuinely Excited. It’s much easier to talk about something you care about (we all know a heated discussion about Game of Thrones can last hours) and your passion for the topic will come across in conversation. Even if you don’t love the topic you’re presenting as much as you love Game of Thrones, find something about it that genuinely excites you. Your audience will notice that you truly care.
- Engage Your Audience. Presentations should be interactive, and if you’re speaking to a small group your presentation should turn into a conversation between you and your audience. In order to effectively engage your audience, be sure to ask for feedback and check in with them after every slide to make sure everyone is on the same page. For example, if you summarize your understanding of a company’s business objectives to members of their executive team, be sure to ask if you’re on target and if they have anything to add. If you’re presenting a list of proactive pitch ideas to a potential client, ask if any of the ideas resonate with them.
- Keep Calm and Carry On. If you make a mistake during a presentation, you’re probably the only one who will notice. If it is a noticeable mistake, lightly brush it off and keep going. Everyone makes mistakes, and your audience is not going to judge your entire presentation based on one slip up. If you breeze past it in a calm, collected manner, chances are no one will even remember it happened.
The bottom line: Remember that everyone gets a little nervous before a big presentation. Do you have any tips of your own to share that helped your nail your first business presentation?
Recently, Google began rolling out its mobile-friendly ranking algorithm across its global data centers and by the time you read this post, the roll out should be complete. The new ranking algorithm is designed to favor mobile-friendly pages in Google’s mobile search results and demote sites in search results that are not mobile-friendly.
According to Google, either your website is mobile-friendly or it’s not – there’s no in between. This change is so significant that marketing research firm Portent found that 40 percent of the leading websites failed Google’s mobile-friendly test and could be down-ranked in search.
In a similar, but relatively under-the-radar move, Bing, which also provides search results for Yahoo!, has added a “mobile friendly” label to pages listed in their mobile search results that are mobile-friendly. As of this writing, the search engine’s plans for announcing a mobile-friendly algorithm have not been announced.
So what do Google’s mobile updates mean for PR? In our increasingly mobile-dependent world, just about everyone is using a smartphone to gather information and conduct business – that includes journalists and other influencers. If your website and press resource center are not mobile-friendly it’s possible that reporters, bloggers or industry analysts may have a harder time finding information on your company, such as contact information, press releases, fact sheets, etc.
However, are the implications of Google’s mobile-friendly algorithm and the predicted “Mobilegeddon” living up to the hype? Early analysis by SEO expert Dr. Dave Chaffey found that so far, the changes have not yet shown a big impact on rankings. In a statement, Google further clarified that while the mobile-friendly change is important, a variety of other signals, such as high-quality content, are still used to rank search results.
The bottom line: ensuring that your website and press resource center continue to have fresh, high-quality content should remain a top priority.
If you’re unsure whether your website meets Google’s mobile friendliness criteria, check out the company’s Mobile-Friendly Test tool where you can enter your website URL and receive a report confirming if the page has a mobile-friendly design.
Google’s Developer site has some great tips for making your website more mobile friendly and for implementing best mobile SEO practices.
Recently, Google began rolling out its mobile-friendly ranking algorithm across its global data centers and by the time you read this post, the roll out should be complete. The new ranking algorithm is designed to favor mobile-friendly pages in Google’s mobile search results and demote sites in search results that are not mobile-friendly.
According to Google, either your website is mobile-friendly or it’s not – there’s no in between. This change is so significant that marketing research firm Portent found that 40 percent of the leading websites failed Google’s mobile-friendly test and could be down-ranked in search.
In a similar, but relatively under-the-radar move, Bing, which also provides search results for Yahoo!, has added a “mobile friendly” label to pages listed in their mobile search results that are mobile-friendly. As of this writing, the search engine’s plans for announcing a mobile-friendly algorithm have not been announced.
So what do Google’s mobile updates mean for PR? In our increasingly mobile-dependent world, just about everyone is using a smartphone to gather information and conduct business – that includes journalists and other influencers. If your website and press resource center are not mobile-friendly it’s possible that reporters, bloggers or industry analysts may have a harder time finding information on your company, such as contact information, press releases, fact sheets, etc.
However, are the implications of Google’s mobile-friendly algorithm and the predicted “Mobilegeddon” living up to the hype? Early analysis by SEO expert Dr. Dave Chaffey found that so far, the changes have not yet shown a big impact on rankings. In a statement, Google further clarified that while the mobile-friendly change is important, a variety of other signals, such as high-quality content, are still used to rank search results.
The bottom line: ensuring that your website and press resource center continue to have fresh, high-quality content should remain a top priority.
If you’re unsure whether your website meets Google’s mobile friendliness criteria, check out the company’s Mobile-Friendly Test tool where you can enter your website URL and receive a report confirming if the page has a mobile-friendly design.
Google’s Developer site has some great tips for making your website more mobile friendly and for implementing best mobile SEO practices.
For more of our insights into Google’s algorithm updates, check out this post: Google’s Panda 4.0 and the Implications for PR Pros.