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.
Executing on a successful launch requires careful planning and integrating a lot of moving parts. By leveraging a variety of platforms and creating a rolling thunder type of buzz, a product launch will likely make more of a splash than simply distributing a press release.
Recently, we partnered with the Omni Group to launch OmniPlan for iPad, the last of the company’s five productivity tools to come to the iPad. First, we coordinated meetings at Macworld in January to give journalists a preview of OmniPlan for iPad and let them know the app would launch in Q2. This created initial interest and enabled the Omni Group to speak broadly about its product roadmap and what those journalists could expect to see from the company in the future.
About a week prior to the launch, the Omni Group posted a teaser video, which heightened interest and generated a number of media inquiries about the launch. Additionally, Ken Case (@kcase), CEO of the Omni Group, tweeted about OmniPlan for iPad prior to the release. This helped to continue the excitement from consumers and build demand. The day the app was available, we distributed a press release to media, fielded inquiries and facilitated interviews, and provided access to a reviewer’s guide and supporting materials.
By building buzz through preview meetings, placing video and social media teasers, as well as reaching out to media with the official announcement and reviewer’s guide, we helped the Omni Group secure more than 22 pieces of unique coverage. This coverage helped to continue to build awareness and drive sales. OmniPlan for iPad reached the number two spot of the top business grossing app in iTunes.
We have included some of the coverage highlights below.
- iLounge, “The Omni Group launches OmniPlan for iPad,” June 7, 2012
- The Mac Observer, “Omni Group Brings OmniPlan to the iPad,” June 7, 2012
- Macstories, “Hands On: OmniPlan for iPad,” June 7, 2012
- iPad CTO, “Omni Group’s OmniPlan for iPad Available Now,” June 7, 2012
- 9 to 5 Mac, “Apps & updates: OmniPlan for iPad, IM+, SoundHound, NFL ’12, more,” June 7, 2012
- Cult of Mac, “OmniPlan For iPad Makes Project Management Simple,” June 7, 2012
- 148Apps, “OmniPlan for iPad Review,” June 7, 2012
- Macworld, “OmniPlan project manager launches as an iPad app,” June 7, 2012
- Computerworld
- IDG
- PC Advisor
- MacNN, “Project management tool OmniPlan arrives on iPad,” June 7, 2012
- iPad Notebook, “OmniPlan for iPad Released,” June 7, 2012
- App Advice, “The OmniPlan For iPad Review,” June 8, 2012
- TUAW, “The Omni Group releases OmniPlan for iPad,” June 8, 2012
- PadGadget, “Project Management Tool OmniPlan Joins the iPad,” June 8, 2012
- Tab Times, “Omni Group releases iPad app for project management,” June 8, 2012
- Macworld, “The Week in iOS Apps: Once upon a time,” June 8, 2012
- Macgasm, “OmniPlan Now Available On The iPad,” June 8, 2012
- The Verge, “OmniPlan for iPad now available for $49.99,” June 9, 2012
- Redmond Pie, “OmniPlan For iPad Is The Best Organizing And Planning App We’ve Ever Seen, But Comes At A Steep Price,” June 9, 2012
- Mobile & Apps, “OmniPlan for iPad Brings On-the-Go Productivity,” June 11, 2012
- Geeky Gadgets, “OmniPlan Arrives On iPad,” June 11, 2012
- IT Web, “OmniPlan for iPad simplifies PM,” June 12, 2012
As a recent addition to the Communiqué PR staff, I thought my first post here would be well-suited to cover the differences in PR agency culture when transitioning from a large agency to a boutique firm. I experienced a minor culture shock when making the switch, but I’m quickly assimilating and loving the change!
I’ve outlined five of the biggest differences below:
- Individualism versus conglomeration. My previous employers operated out of large, corporate buildings full of suits, jargon and nameless faces. I welcomed Communiqué PR’s fresh environment: a converted home on Queen Anne. The building is still filled with big thinking, smart solutions and creative ideas, but it has all the charm you’d expect from a historic piece of Seattle. I open a window and hear birds chirping and children laughing; I don’t hear a steady hum of traffic, bleating horns and sirens from emergency vehicles. Quick aside: The fact that I can even open a window, let alone hear a myriad of pleasant sounds, is quite a draw.
- Deep relationships and speedier integration. Because Communiqué PR is a small business, there’s an ability to make strong personal connections with your boss and coworkers from day one. When you work alongside more than 100 other people, it’s really challenging to even get on a first-name basis with people. Forging relationships early on helps you integrate seamlessly and quickly, allowing you to focus on what matters: doing quality work and delivering results for clients.
- Magnified strengths and weaknesses. In a smaller setting, your work tends to speak for itself. Your talents don’t get buried in a heap with everyone else’s and the people participating in decision-making about your growth have direct insight into your skills. However, this means they also see your weaknesses, so you can’t hide – you have to step up your game.
- Charting a path. In a setting like Communiqué PR, you have an ability to chart your growth, as well as the company’s, in a truly unique way. In partnership with the business owners, you can outline your interests, seek work on projects that speak to you and grow your skillset rapidly. You also have the opportunity to participate in pitching new business, help out on other accounts if you’re feeling a bit stale, or focus on agency culture (ice cream social, anyone?!).
- Wearer of many hats. At a large company, processes and roles tend to get specifically designed to increase efficiency but this also diminishes an employee’s chance to work on diverse activities. It also means that the large agency can’t be as flexible with clients’ needs. In a single workday at Communiqué PR, I may shift from tech support to story crafter to admin to communications plan writer. I love being able to challenge my brain on different projects or solve problems and Communiqué PR absolutely allows me to do that.
There are many things to love about both larger and smaller firms. In the end, you need to decide which aspects are most important to you and go from there. If Communiqué PR sounds like a fit for you, check out our careers page!
When Instagram was first launched in the fall of 2010, nobody could have predicted its enormous success. Despite its simple concept, Instagram gained a total of 14 million users in its very short lifespan, and was sold to Facebook in April 2012 for $1 billion.
The free app allows users to snap, edit and post pictures from their smart phones in just a matter of seconds. As the app continues to attract new users at a meteoric rate, more and more companies are applying the app in an effort to reach consumers on a new and more personal level. According to an article from PR Daily, “If your brand is in the social media space, Instagram should be a part of your daily vocabulary.”
The top four reasons small businesses are using this service are to:
1) Connect with Customers. Instagram allows small businesses to get to know their customers in a new way. Through “following” their customers or clients, they can discover more about them through the pictures they post. This gives companies the opportunity to discover what customers really think of their brand, and also helps define who their best customers are. With this inside knowledge, a business is able to further target specific groups and make their business more attractive to that specific audience. Companies can use Instagram to inform their customers about new services, products or promotions to keep their customers engaged and build a feeling of brand loyalty.
2) Support Event Marketing. With millions of users, posting a photo of an upcoming event on Instagram is an instant way for a company to spread awareness of any occasion. Whether it’s a contest or a special event, posting an attractive image on Instagram is a sure fire way of enhancing the popularity and knowledge of the event. And the best part about this method of advertising? It doesn’t cost a penny for the company! The more people who “like” this photo, the more publicity it will get on Instagram and the more people will learn about the company.
3) Build Brand Awareness. Humans are naturally more attracted to images than they are to words. Small businesses should take advantage of the Instagram opportunity to tell the story behind their business and help consumers build a relationship with the brand. According to the article Instagram for Business by socialmediasun.com, “Instagram is more than just a photo-taking tool: it’s a story-telling opportunity. You should think of ways that you can take pictures of your product, employees, events or even the office. Take your followers behind the scenes by showing them what goes on at your office or how your product is made.” The more insight a person has on a company, the more connected they likely will feel.
4) Facilitates Share of Social Media. Instagram is an advantageous tool for spreading pictures onto other social media sites related to a particular company. With just the click of a single button, a photo on Instagram can be shared on a company’s Facebook page, Twitter account, and can be a positive visual addition to a company’s webpage. Instagram allows users to choose from a variety of filters that add an artistic and creative touch.
Being aware of the latest technology is crucial to the success of any new business. Instagram is proving to be an excellent new resource for companies to help reach out to their clients and facilitate brand building. To learn more visit www.instagram.com.
Google has a position called the “Chief Happiness Officer,” a title that sounds pretty enticing to me. The man behind the title is Chade-Meng Tan, who was an engineer with Google when it was still a nimble start-up company. Over the years, he has learned a lot about working in a stressful, deadline-driven environment, and he shared some of his stress-management tips with Inc.
Although we aren’t Google engineers here at Communiqué PR, we think Tan’s tips are quite applicable for PR and marketing professionals. Managing projects, client demands and internal responsibilities is quite a feat, and stress is inevitable. However, what differentiates the stars from the rest of the pack is how that stress is dealt with.
It’s common knowledge that consistent, high levels of stress aren’t healthy. It can result in all sorts of problems, from decreased productivity, to bad attitudes, to insomnia, to other serious health problems, like high blood pressure. In a hectic, deadline-driven environment, it is important for PR professionals to learn how to properly manage stress to ensure they are doing what is best for clients and what is best for them.
Tan’s three tips for managing stress are:
- “Learn inner calm.” Tan believes that mindfulness is key to keeping calm. When you’re feeling stressed out, projects are piling up, reporters are calling and you are stuck in meetings all day, he recommends focused breathing and meditation when you can manage it. Regarding inner calm, he says, “The analogy is a deep ocean: The surface is choppy but the bottom is very calm. If you’re able to go deep inside, you can access that calmness and exist in a world where you can be calm and in action at the same time.”
- “Increase emotional resilience.” Tan states that emotions, like stress, result in physical reactions, like chest tightening, nausea and sweating. He recommends acknowledging those feelings and just letting them go, without allowing the symptoms themselves to spiral you farther down the path of stress. Rather than letting the feeling of stress break you down, just let it pass and try to tap into that inner calm. A good way to do this is to take a breather. Tap into whatever activity will calm you down, take a walk, a run or put your headphones in a jam out to your favorite song.
- “Develop the habit of wishing success to others.” It is easy to develop a sense of competition with your peers, but this does not correlate to happiness. Competition adds stress and pressure to your work – instead, you should be pleased for your coworkers’ successes and help them achieve success. This focus on the “greater good” helps you inspire those around you and allows you to celebrate achievements without beating yourself up or feeling resentful.
Even though the environment we work in is much different than life at Google, Tan’s tips for workplace calmness are certainly applicable for just about any industry. Another good resource for stress management is the book “Perfect Breathing” by Don Campbell and Al Lee, the book offers simple tips to relieve stress and anxiety. What are some other ways you manage stress while you are at work?
It’s graduation season, and that means one thing: new job hopefuls searching for their first “real job.” While networking and interviewing skills are important, the first step to almost every position is a resume. In fact, this is the one aspect of job applications that you can totally control. Heading out into the job market this fall myself, I have been paying extra attention to headlines that focus on resumes. A resume shows how you are qualified for a position; it may be the most important one-page document out there. Here are a few tips I have picked up while preparing my own resume for the job hunt.
Keep it simple. As Tony Beshara, author of Unbeatable Résumés (Amacom, 2011), a Dallas-based recruiting and job placement powerhouse and president of Babich & Associates, shared in a recent piece with Forbes: The content should be on a level any high school senior could understand. Language in a resume should be clear, concise, and to the point. 1-2 pages is the absolute maximum length—any extraneous minor details or relevant work experience can be mentioned during an interview.
Eliminate the objective and summary. The use of the “objective” statement at the top of a resume is outdated, says hiring manager Sean McGinnis in his recent post, “20 Resume Tips From a Hiring Manager”. Additionally, forget about the summary as well—stating you’re a driven, hardworking college graduate is not necessary. Save the space for information relevant to the position.
Convert to PDF. In “20 Resume Tips From a Hiring Manager,” Sean McGinnis calls the PDF “a gift to job seekers.” Using a PDF prevents formatting accidents from converting to different versions of Word, which might skew your careful formatting. If you convert to PDF, you can use tables and other formatting tools without running the risk that your creative spin will be ruined by different computer settings.
Upload one document. Instead of separately attaching your cover letter and resume, consider linking them in one document. This will ensure your documents don’t get lost if they become subject to forwarding.
Include achievements instead of responsibilities. This is the most valuable resume advice I received from Communique PR’s own Jennifer Gehrt, and the sentiment was echoed in “44 Resume Writing Tips” from Daily Writing Tips. Rather than noting what your previous positions tasked you with, mention results that you achieved. For example, at Communique PR I am responsible for a variety of tasks, including ordering lunches and office supplies. Are these relevant skills to future employers? Probably not. Instead, use achievements such as “researched 10 new business proposals.” If you gained administrative experience from previous employment, save this for your skills section (i.e. familiar with Cision, well-versed in Microsoft Publisher).
Use numbers. Numbers immediately register with a reader. For example, I was vice president of standards of my sorority’s chapter last year.
Before editing my resume, I simply listed:
Vice President of Standards
1/2011- 9/2011
Managed internal affairs
After incorporating numbers:
Vice President of Standards
1/2011- 9/2011
- Managed internal affairs of 100 members
- Annual budget of $10,000
- Organized, supervised, and ran weekly committee meetings of 7 members
- Planned 2 chapter events with 80% member participation
- Facilitated negotiations between an elected council of 10, members, and national management
Incorporating numbers is a much better representation of what the position actually entailed, and makes the information easier for the reader to digest.
Know your audience. Applying for a wide range of positions? In this job market, that’s great thinking. However, tailor your resume to the different industries, companies, or even hiring managers with whom you are applying. Even if you keep the same positions, alter your achievements to include ones relevant to the position for which you’re applying.
Make use of action verbs. When describing your achievements, use action verbs to drive the point home. Examples of action verbs include ”conceptualized,” ”addressed,” or ”demonstrated.” Find an excellent list of action verbs at Quint Careers.
Avoid templates. While it is easy to Google ”resume templates” and find some visually appealing examples, avoid using them. You don’t want to run the risk of having a resume that might be confused with someone else’s, and that is not unique. If you’re looking for inspiration, look at templates—but take the time to do original formatting.
Make use of white space. While formatting, don’t cram too much in there. A resume needs to be visually appealing and easy to read. It can be painful to remove hard-earned achievements or job experience, but if they are not relevant and leaving your resume overcrowded and difficult to discern—ditch them. You can always refer to them in the interview later.
These points have been especially helpful in fine-tuning my own resume, and they are useful for recent graduates and experienced professionals alike. Your resume is the one thing in your job search over which you have control—keep it fresh and unique by frequently updating and tweaking it.
For more useful tips check out the following:
- 44 Resume Writing Tips
- Want an Unbeatable Resume?
- Resume Writing Tips
- 20 Resume Tips from a Hiring Manager
- 17 Resume Tips that Will Get You that Job Interview
For more on news from recent graduates from Communique PR:
Recently, Communiqué PR had the pleasure of helping our client RPI, a leader in make-on-demand private label personalized photo books, greeting cards and stationery products for mass and specialty retailers, unveil an innovative technology platform at the 2012 National Stationery Show in New York.
RPI’s new personalization storefront offers personalized print products made by RPI and branded by the retailer and consumer. Specifically, the platform enables any stationery manufacturer, online retailer, e-greeting site and specialty retailer to extend their brand experience through mass customization. This is significant because for the first time, it eliminates barriers for retailers to offer hundreds of personalized products to their customers with zero inventory and through a cohesive online experience. Along with the launch of its storefront platform, RPI also introduced its new line of print products specific for the pet industry.
In the weeks leading up to the launch, Communiqué PR was charged with identifying RPI’s overall communication strategy, developing media materials, securing interviews both leading up to and onsite at the National Stationery Show, and landing coverage placements.
As a result of our efforts and partnership with RPI, thus far, we’ve helped the company secure five coverage placements in a mix of photo merchandise and stationery industry publications, helping them reach their core target audiences. In addition, we secured a pre-brief meeting with a top-tier industry analyst to brief him on the personalization storefront, receive feedback on the platform, and build a relationship with an influential third-party expert who can serve as a press reference.
Below are a few coverage highlights:
- PMA Newsline, “RPI launches personalized storefront and new pet print products,” May 21, 2012
- Photo Reporter, “Photo Book & Creative Printing Retailer: RPI Launches Personalization Retailer Storefronts & Customizable Pet Photo Products,” May 21, 2012
- What They Think, “RPI Launches Personalization Storefront,” May 22, 2012
- Stationery Trends Magazine, “RPI offers personalized stationery collection for pet parents,” May 22, 2012
- Imaging Executive Podcast, “RPI offers Personalized Printing Storefronts,” May 31, 2012
Currently, RPI works with some of the world’s most well-known brands that represent more than 40 percent of the total on-demand, personalized product market and offers more than 350 customizable print products from personalized photo books to greeting cards. As the trend of mass customization continues to increase among consumers, retail brands are exploring options to rapidly adopt the concept of personalized goods to expand their brand equity and drive incremental revenue. The National Stationery Show was a great platform to showcase how RPI will continue enabling brand owners through its personalization storefront to help move the mass customization industry forward.