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.

Tips to Prepare for In-person Client Events

After more than two years of working remotely and attending events virtually, PR professionals across many industries are dusting off their suit coats and blazers and hopping on planes to support client events face-to-face.

As we reacclimate to being “on” and in person, it’s helpful to refresh on best practices for supporting client events. My four tips below focus on how you can prepare to attend and support clients at an event, rather than planning the overall PR strategy.

Align on Expectations

Once you’ve developed an event plan, consider what your role will be at the event. It’s vital to understand what the client envisions. Do they need you to staff the media lounge and network with reporters? Guide journalists as they navigate the event space and sessions? Attend and facilitate media briefings with spokespeople? Monitor for media coverage in real-time? Or all the above?

To align on expectations, ask specific questions about what would be valuable to the client and provide recommendations on how you might achieve their goals. For more insight into managing client expectations, check out this blog post.

Plan Logistics in Advance
It’s important to think through the logistics to support public relations efforts at an event. Laying the groundwork early can help alleviate stress, foster alignment and streamline planning processes. There are several logistical items to consider such as the dates, the budget for support, and travel, including event registration, transportation and lodging. It’s also might be a good idea to book flights that are fully refundable. These tickets tend to be more expensive, but they may save you money if you need to cancel due to the unpredictability of weather or illness.

Review Health and Safety Guidelines

In the current COVID-19 pandemic climate, it’s important to pay attention to health and safety protocols. These include airline-related practices, local guidelines and regulations established by the event location host. Be sure to bring masks and hand sanitizer while you travel and while you’re on-site at the event.

Pack Accordingly

No one wants to be underdressed, in pain because they’re wearing uncomfortable shoes, or hungry and wishing they’d brought a snack. Consider where the event will be held. Will it be indoors? Will you be taking public transportation? What will the weather be like? Is there a dress code? Will you be walking long distances or spending lots of time on your feet?

Once you’ve thought through these things, make a packing list to ensure you’ve covered all your bases. Doing so will help ensure you don’t forget anything important.

Essentials to have on hand include:

Your phone
Your laptop
Chargers
A pen and paper
A map of the event space
An event agenda
Briefing materials about attending media, influencers, analysts and company stakeholders (e.g., executives, customers, partners, etc.)

Establish a Channel for Real-time Team Communication

Events can change quickly. Sessions might run long or end early, a reporter might request to move the time of their briefing, spokespeople might get tied up talking with attendees – it’s important to be flexible and communicate efficiently.

Before heading to the event, establish how you want to communicate with team members – both your PR team back at the office, and your client’s on-site comms team. Team members might opt for a group text, a messaging app like WhatsApp or GroupMe, a Teams chat or email. It’s best to work this out in advance and make sure you have the cellphone numbers on file so you’re not scrambling reach people.

Preparing for an in-person client event involves careful planning and organization. It is important to plan logistics in advance, align on expectations with the client, pack accordingly and establish a channel for real-time team communication. By following these tips, PR professionals can ensure they are well-prepared to support their clients and achieve successful events.

Stay tuned for a follow-up blog post full of tips for once you’re at an in-person event.

Are thank you notes a thing of the past?

In today’s day and age, thank you notes seem to be a rare thing. Following interviews and calls, our team often discusses how important this small, yet impactful action really is. Thank you notes were once a staple of interaction, especially from a personal standpoint, but are they still relevant in a business setting?

Yes. In an industry that centers on building solid relationships, every interaction can make a difference. Thank you notes may seem small and even insignificant but can make a major impact if done effectively.

Differentiate yourself and demonstrate appreciation

Thank you notes can help you stand out from the crowd. Whether you’re interviewing for a new role or pitching a new business opportunity, thank you notes can go a long way in demonstrating your appreciation for the meeting and their time.

If people are deciding between multiple candidates or potential partners, the decision can often come down to chemistry and rapport. Thank you notes are another way to build that chemistry and establish a meaningful relationship.

Reiterate your messages

We recommend that spokespeople reiterate their key messages throughout interviews. The same advice can be incredibly impactful for job interviews and new business pitches. Reiterating specific skills, recommendations or results can help certain messages stick.

During a meeting, a lot of information is shared and it’s crucial to make sure important ideas and thoughts are remembered. Thank you notes are another time to reiterate those key points and recap the highlights of the meeting. Additionally, there is an opportunity to incorporate additional thoughts that you may not have come up in the original meeting.

Small touches matter

In a world where we are moving quickly and we are often focused on the next action item or request, slowing down to acknowledge someone else’s time and energy can go a long way toward creating a positive impression.

Given the speed of today’s business world, an email thank you note will reach the interview in a timelier fashion than a handwritten note. While hand-written thank you note can be more personal. To make your decision about which to send, consider the timeframe, company cultures and your writing style. It’s also worth noting that there is no harm in sending both a follow-up email and a handwritten note. It shows enthusiasm and gratitude.

In short, thank you notes are still a great way to make a good impression after a job interview or business meeting. They show that you appreciate the other person’s time and are serious about building a positive relationship.

The Process and Impact of Proactive Pitching

Proactive pitching can be a powerful way to get media coverage for your company, even when there is no major news to announce. By finding the right angle and tailoring it to specific reporters, PR professionals can increase their chances of getting coverage. For example, by highlighting a perspective on an industry trend or sharing information about company milestones, you might be able to secure coverage from relevant publications.

Below is a guide to developing and executing a robust proactive pitch campaign that will move the needle for your client.

Research. Conduct a thorough scan of relevant industry news and brainstorm how to insert your client into ongoing conversations and trends in their industry. While researching, be sure to seek out proof points that will support your pitch. Adding these to your pitch will validate your claim and enhance your credibility.
Brainstorm a topic. Know what makes a good story so you can propose ideas that work for your client and the journalist. Key elements include relevance, timeliness, supporting data and proof points, and a tie to a credible spokesperson capable of speaking to the topic.
Develop a press list. You’ll also want to identify publications and reporters writing about the topic. You can start by leveraging media databases, such as Cision, Meltwater or MuckRack, but be certain to double-check the accuracy of information because if the topic you’re proposing isn’t relevant to the reporters, your pitch won’t generate the expected results.
Consider this as a relationship-building step. Proactive pitches are a great way to build relationships with reporters for both you and your client. It’s critical to ensure that the information you’re sharing is valuable to foster those relationships.
Draft and distribute the pitch. Once you have nailed down your topic, proof points and press list, begin drafting your pitch, tying together the information you’ve researched and tailoring the information to each reporter. For instance, you might want to explain how it relates to the reporter’s previous articles. Finally, you’ll want to include your rationale for why the information is relevant to their readers.
Follow up. When distributing a follow-up pitch, be sure to be concise and offer something new and of value to the reporter that may capture their attention. After distributing a round of follow-up emails, you may want to call journalists to see if they have had a chance to consider your pitch and what they think of it.
Recap results. After executing the proactive pitch campaign, track and summarize the results and feedback to refer to for future activity. Keep in mind that each interaction is an opportunity to learn more about the reporter and build rapport on behalf of your client. Deliver a recap of the results for your client that includes recommended next steps, such as interview coordination.

In summary, PR teams must deliver value and drive results by generating media coverage, even in the absence of news. Proactive pitching is a strategic way to achieve results while building thought leadership and enhancing credibility.

Preparing for a recession: How CMOs can adjust PR strategies to protect reputation

Media are broadly reporting that a recession is coming in 2023. As stated in a recent Bloomberg article, “It may be one of the most anticipated recessions of all time …”

Given the pending economic downturn, CMOs and marketing professionals must consider adjusting strategic marketing and communication activities to effectively manage their company’s reputation and build trust amid these headwinds.

An economic recession can have several impacts on B2B marketing. It’s generally not recommended that B2B companies completely cut public relations activities during a recession. PR can still play a crucial role in helping a business to maintain a positive reputation and build trust with customers, stakeholders and other target audiences.

That being said, reviewing the overarching PR strategy and adjusting activities to maximize resources during a recession may be necessary. This could include prioritizing certain PR activities over other marketing activities or identifying more cost-effective ways to reach target audiences – perhaps focusing on earned media instead of often more costly activities such as tradeshows, events and paid placements.

Marketing professionals should consider some ways in which a recession can impact PR, including:

Heightened scrutiny: During a recession, businesses may face increased scrutiny from executives, shareholders and other stakeholders. It’s important to be proactive in updating and revising PR plans to map to changing budget needs, demonstrate results and align with target audiences. By being upfront about your business’s challenges, you can build trust and show that you are responsible and proactive in the face of adversity.
Shifts in customer behavior: A recession can lead to changes in customer behavior, such as decreased spending or a shift in purchasing priorities. Businesses may need to adapt PR strategies and messages to effectively communicate with their target audiences and demonstrate compelling benefits and value.
Increased competition: A recession can lead to increased competition as businesses try to capture a larger share of a shrinking market. This can make it more challenging for businesses to differentiate themselves and can increase the importance of effective PR in helping businesses to stand out from the competition.
Changes in the media landscape: The media landscape can also change during a recession, with some outlets facing financial challenges or shifting their focus to cover economic issues. This can impact the reach and effectiveness of PR efforts and may require businesses to adapt their approach to media outreach, identify new outlets and foster new media relationships.

Overall, a recession can present many challenges, but by being proactive and adaptable, business leaders can effectively manage their company’s reputation and build trust with stakeholders. By carefully reviewing your strategy and being adaptable, you can continue to use PR to maintain a positive reputation and build trust with your stakeholders.

The Value of Hosting an Annual Member Meeting

Last month I had the pleasure of attending the annual meeting of the National Association of Waterfront Employers (NAWE), a trade association whose member companies include privately owned stevedores, marine terminal operators and other waterfront-related employees.

Members gathered at this event in Washington, D.C., to discuss trends and issues affecting the maritime and terminal operating industries. They also had the opportunity to attend educational seminars and participate in networking events with decision-makers and legislators in the federal maritime community.

Below I have listed five reasons to hold an annual event for members:

Foster Networking. Annual events allow members to connect and build relationships with one another and share their thoughts and opinions about the issues confronting their industry. They also can solicit input on the products and services of their business.
Provide Education. Annual meetings allow organizations to offer educational sessions and workshops and share important information. For instance, throughout the NAWE event, experts provided insights into legislative initiatives, cybersecurity, investment outlooks, emissions reduction tactics, economic and trade trends, and even crisis communications best practices.
Create Opportunities for Listening. Hosting an annual meeting allows your leaders to hear from members about their specific needs, which can help them determine how to enhance the programs they’re offering.
Recognize Outstanding Work. Many trade associations use their annual events to recognize and honor the achievements of their members. Industry awards provide recognition for the hard work and achievements of individuals and organizations, which can be a source of pride and motivation for award recipients. Awards can also raise the profile of both the recipient and the organization offering it.
Reinforce Perceptions. Annual meetings are a terrific way to reinforce perceptions that your organization is a valuable thought leader, influencing the thinking and practices of the industry. It’s also an opportunity to develop a list of ideas to explore in greater detail in the coming months. This is important because to maintain thought leadership, you’ll want to continually share ideas through articles or blog posts, speaking or publishing research.

Overall, an organization’s annual meeting provides connection and collaboration, allowing people to take a break from today’s digital work environment. Members gain access to new educational opportunities and can network with individuals they may not have connected with otherwise.

A Year in Review: BitTitan in 2022

As 2023 begins, I thought it would be interesting to look back at some of the 2022 coverage for BitTitan, a top-tier provider of migration and managed services automation solutions, trusted by IT professionals worldwide to effectively deploy and manage cloud technologies.

Its flagship product, MigrationWiz, is the go-to SaaS solution for migrating mailboxes, documents, public folders, and Microsoft Teams across a diverse range of platforms. With a track record of success and a commitment to innovation, BitTitan is a reliable partner for businesses seeking to optimize their use of cloud services.

In addition to a strong commitment to innovation and thought leadership, journalists are often interested in BitTitan executives’ perspectives on the news and developments impacting the IT industry. Last year, they wrote 33 articles which were published on a variety of news sites.

Some of the topics they explored included:

2022 Predictions. The trends and themes expected to emerge in 2022, including cloud service providers’ consolidation and organizations moving to a single vendor model.
Teams Migration. The best practices for Microsoft Teams migrations to limit sprawl and content chaos, including auditing environments, setting user expectations and planning a test migration.
Optimizing IT & Managing Sprawl. The ways to optimize IT environments so professionals can manage sprawl and ensure long-term success, including developing a data governance plan, tracking the costs of data sprawl and eliminating unnecessary data and licenses.
Document Migrations. The best practices for document migrations amid accelerating data creation, including educating the end user and performing an evaluation of associated costs.
Customer Success. The essential role customer success teams play in enterprise migrations, including being a dedicated resource to help troubleshoot and resolve unforeseen problems before, during and after a migration.
Economic Headwinds. The ways in which leaders should consider how to optimize IT investments and expenditures amid economic uncertainty to ensure business success.
Modern Authentication. How Microsoft’s move from Basic Authentication to Modern Authentication impacts email migrations for IT professionals.