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.
Many of our clients are committed to creating and publicizing meaningful thought leadership content in the form of surveys, white papers, briefing papers, podcasts and webinars.
In fact, today it seems like there have never been more opportunities for content placement. The key, however, is to make sure the things that you’re creating are truly valuable. Content needs to be relevant, timely and to resonate with key audiences.
To develop this type of content, some of our clients are leveraging their inhouse team to research and write articles and papers, while others turn to us to research and ghostwrite these articles, blogs and white papers.
When a client has unique data and insights to share, this process is often straightforward. We review the information, interview subject matter experts, conduct a review of other written works on the topic, develop the first draft and work with graphic artists to bring key points to life in the form of charts or graphs.
However, if a client lacks meaningful insights, wants to validate specific premises, or augment its data, we can also engage industry analysts, polling and market research companies, academic researchers, or others to conduct primary research.
Like so many things, the first step in the process is to be clear on your objectives for creating the content. Why do you want it? How might you and other stakeholders such as PR, sales, customer service and your executive management team use it? Why will this content matter to your business?
Once you’ve thought about the outcomes you’re looking for and know why they matter, it’s time to consider how you can contribute meaningful thought leadership and if you’ll need to take a research-based approach.
This is where things get exciting because there are so many options. For instance, recently, one of our clients was interested in Americans’ perceptions around property and casualty insurance and how they feel about the service they’re receiving. This was a perfect research challenge for Harris Poll and its omnibus survey.
Another one of our clients is interested in exploring a particular issue facing management teams of midsize and large enterprise companies. For this type of research, we are considering hiring Harvard Business Review Analytic Services, an independent commercial unit with HBR, which conducts research and analysis, packaging their work in the form of pulse surveys, white papers, briefing papers and research webinars.
Each of these works are supported by either quantitative surveys or qualitative research or some combination of the two and people can find them on HBR’s website. There are literally hundreds of these and other reports and white papers in Harvard’s research archive.
The point is, depending on what you want to do, myriad options exist with a variety of pros and cons, and costs. We can help you explore these and help you leverage the findings throughout your thought leadership campaigns.
For more insight into content development, please look at some of our additional blog posts, including:
Public relations is not an exact science. While we can effectively outline anticipated results for an announcement or proactive campaign, there is no guaranteed outcome. So how can we establish meaningful KPIs with our clients that are achievable, measurable and define success?
Of course, there are a range of quantitative results that can be tracked, such as number of articles secured or growth of coverage quarter by quarter. But there is value beyond just the quantitative results. When establishing KPIs with a client, consider outlining several less traditional metrics that will clearly indicate the value and impact of your work.
Message Pull Through
At the beginning of each year or client relationship, we craft a story arc that outlines key messages and themes that we want target audiences to hear and understand. These messages serve as the foundation of the work we execute and influence the ideas and campaigns we pursue. So, while securing coverage is exciting, it’s more important that the coverage we secure has the right impact.
In addition to outlining the anticipated volume of coverage, consider adding a KPI that outlines how many articles will include at least one key message. For example, over the course of the engagement, 80% of articles will include at least one key message or theme. This will demonstrate that the coverage is effective and that the key messages are reaching target audiences.
Inbound Requests
When we kick off a client engagement, it’s not uncommon that the organizations have done no formal public relations activity and are therefore are relatively unknown. It takes time to introduce a company to the media, build general awareness, create relationships with the right reporters and establish executive as thought leaders.
More often than not, we are presenting reporters with story ideas and company announcements, proactively contacting them with stories we believe they’ll find interesting. But, once we’ve effectively established a relationship and positioned a company’s spokesperson as a valuable subject matter expert, journalists will start reaching out to us for comments. This can be a slow and steady process but is often a great indication that public relations activity has established the spokesperson as a thought leader and made a lasting impression on the reporter.
Opportunities Secured
Proactive pitches are one of the most common strategies we implement on behalf of our clients. By leveraging trends and industry news, we present spokespeople as industry experts who can comment on these ongoing developments. These pitches can lead to interviews or contributed content, but many factors can impact the success of a pitch and the number of opportunities secured.
As we become more ingrained in a specific industry and build relationships with relevant reporters, often our pitches become more effective. So, one potential measurement to track over the course of an engagement is the average opportunities secured per pitch. If we can increase the average number of opportunities from two to four, our pitches are becoming more effective at reaching the right audiences and leading to valuable opportunities.
Measuring results is a critical part of any successful engagement. While there are a range of KPIs to consider, the more important part of establishing metrics is understanding what success looks like for the client.
A room of PR professionals from around the world gathered in Madrid to participate in the PR Network’s semi-annual members meeting. The first session of the day found us learning about improvisation and the relevance to PR and team dynamics.
You might be wondering, why improv? As it turns out, an ability to improvise is linked to organizational agility. According to a recent Harvard Business Review article, “How do you deal with a crisis? What do you do when a sudden change disrupts routines? In order to thrive in times of uncertainty, you need managers and employees who can think on their feet and act fast — without an instruction manual. That is, you need skilled improvisers.”
PR and communication professionals are often faced with changes, uncertainty, and crisis management. We need to be skilled improvisers. And we need to work effectively across a variety of teams – including internationally with professionals from different cultures. However, as noted in the HBR article, improvisation takes practice.
We were fortunate to have Amy Vaya, Bahrain country director for Perceptions PR & Digital, guide us through a few exercises during which we were able to practice our improv skills, through focusing on active listening, building on ideas and being in the moment.
The exercises included the Three-Word Story exercise, where participants form a circle and make up a story about a chosen subject with each participant adding only three words at a time, building off the last person’s contribution.
These improv exercises help strengthen listening skills and quick thinking, build confidence, and support team building – all of which are valuable when developing working with clients, understanding coworkers, and adapting to change.
If you want to practice your improv skills, find a partner, and remember these three rules: 1) agree (accept their reality), 2) add to the conversation with the magic words “Yes, and …” and 3) have fun!
For more on this topic, check out these articles:
The beloved actor James Caan passed away recently, and as with many cherished celebrities, the news of his passing was met with an outpouring of love and sadness.
The bitter news was a reminder of his decorated career as an actor, which spanned more than 60 years. It included feature roles in many film classics such as “Brian’s Song,” “Misery,” “Elf,” and, of course, “The Godfather.”
Like other works of art, film has an uncanny ability to inspire audiences and entertain viewers, often while helping them contemplate weighty topics, and impart knowledge to deliver teachable moments across all walks of life.
An actor as distinguished as Jimmy Caan had no shortage of performances that left indelible marks on his admirers. Below, we explore some of Caan’s notable work and the life lessons that PR professionals can apply in their daily work.
Know Your Audience – Or It Will Come Back to Haunt You
#BookWormSat “I am your number one fan.”
— Tatiana Fajardo (@Tatiana19796) July 9, 2022
― Stephen King, Misery
🎞️Misery pic.twitter.com/MKCn2UeF8r
In the film adaptation of the Stephen King horror novel “Misery,” Caan plays famed author Paul Sheldon, who is rescued from a car crash by his “No. 1 fan” Annie Wilkes (played by Kathy Bates). A former nurse, Wilkes cares for Sheldon. However, as he receives treatment and pain medication, Sheldon realizes he is captive to her impulses and physical harm.
While dramatic (would it be a bestseller otherwise?), PR professionals must always know their audience. Thoroughly knowing who you’re addressing will ensure your message lands effectively. More importantly, you will steer clear of the wrong audiences, which can be damaging to you and your client.
Be Agile and Open to the Unexpected
I know everyone is going to talk about The Godfather, but he was low-key hilarious in this movie. RIP! #JamesCaan #Elf pic.twitter.com/F8tqVtN2u3
— Exhausted RN (@LilMonkeyWoman) July 7, 2022
The 2003 holiday classic “Elf” features Caan as Walter Hobbs, the biological father of the oversized, grown-up elf Buddy (played by Will Ferrell), who travels to New York to meet his father. Hobbs, a cynical children’s book publisher, begrudgingly takes in his son while dealing with his latest book flop. As Hobbs scrambles to deliver a new book amid rising pressure, he stiffly navigates the challenges of coexisting with his son while also learning how Buddy can help him.
In PR, a daily practice is thinking on your feet. Our work requires us to be agile, to move quickly with disruptions, the unexpected, and evolving client needs. Adopting agile strategies enables PR professionals to be proactive instead of reactive; it allows us to adapt to flash news cycles and the shifting landscapes we often encounter (crisis management, anyone?). Yes, it’s great to have a plan but build in room for flexibility. Because sometimes, external circumstances force you to pivot to find success.
Don’t Let Emotion Cloud Your Judgment
‘I’ll make him an offer he can’t refuse.’
— Ina de Bree (@InadeBree) July 7, 2022
Mario Puzo, The Godfather, 1969
James Caan in the role of Sonny Corleone (The Godfather, 1972) pic.twitter.com/ggYAOHLrW7
“Tom, this Is business, and this man is taking it very, very personal.” – Sonny Corleone.
In the 1972 Oscar-winning classic “The Godfather,” Caan plays Sonny Corleone, the hot-tempered eldest son of the Corleone mob family. Sonny is in line to take over the family business from his father, Vito (played by Marlon Brando). However, Sonny is known for his quick temper, which interferes with his relationships, business dealings – and more. While Sonny’s brother Michael (played by Al Pacino) shrewdly states during the movie, “Never hate your enemies, it affects your judgment” – it is a lesson that escapes Sonny.
Keeping emotions in check when working under a tight deadline or managing a PR crisis can be challenging. It can help to take a moment to pause, breathe, evaluate the situation, and then plan your next steps. Acting rashly never helps anyone – look no further than the cautionary tale of Sonny Corleone for evidence.
Approach Your Colleagues and Competitors with Grace
RIP to a childhood idol and legend. James Caan, I cried the first time I saw Brian’s Song, and every single time since! Thank you pic.twitter.com/7PPJOVwR4n
— Sailor (@wanderingSail34) July 8, 2022
The 1971 TV movie “Brian’s Song” features Caan as Chicago Bears halfback Brian Piccolo, a teammate of Hall of Fame halfback Gale Sayers (played by Billy Dee Williams). Based on real-life events, the two players build a deep friendship despite competing for a roster spot, their differing personalities and experiencing the racial tensions of the 1960s. Like any good film, this one will make you weep.
Just like the football field, fighting for your position in the industry can be tricky, and navigating the challenges of day-to-day PR work can make it easy to become stressed and overwhelmed. It’s important to know who your teammates are and remember they’re on your side to help when the going gets tough. Whether you’re working with other PR colleagues, co-workers in other departments, communications managers or directors, or external liaisons, approach your fellow professionals warmly. You never know what opportunities will surface through relationship-building and graceful networking.
Even in the world of PR, James Caan had much to teach. RIP, sir – your legacy remains.
Starting a new job can be daunting. Oftentimes it brings a variety of challenges, such as a more intensive workload, new co-workers to meet, new software to learn, and new institutional knowledge to acquire.
Overcoming these hurdles during an in-person onboarding can be difficult. In a fully remote environment, though, these challenges can seem overwhelming.
With 36.2 million Americans expected to work remotely by 2025, it is more common for managers to onboard employees without ever meeting them in person. Not only does this create new obstacles when training employees, but it can also cause new members to feel lonely or isolated from missing out on in-person interactions with team members and integrating into the remote workplace culture.
Luckily, there are best practices to ensure success in your new role and help establish a sense of belonging in your new work environment. Here are a few of my tips:
Stay Organized
In a remote environment, organization is key. Create a system to keep track of all the new information you’re learning. Since you’re not working in a physical space where people can easily see what you’re doing, you are responsible for managing your workload and time in your own environment.
To-do lists can help you stay on track with tasks, and regular communication with your managers will keep them updated on your availability and willingness to help with new projects. You may also want to work with your manager to set guidelines and goals. Goal setting can help you create a clear roadmap for your first six months.
Familiarize Yourself with Key Tools
Technology is your lifeline, but what is it worth if you don’t know how to use it? Take the time to familiarize yourself with your equipment, communication platforms and software systems. To learn more efficient ways of using your equipment, search tutorial videos to discover tips and tricks or quick hacks for specific tools. This can save you frustration and time.
Don’t Be Afraid to Ask Questions
When working remotely, it is easy to be deterred when you can’t find what you’re looking for, especially when you can’t pop over to a colleague’s desk to ask them a quick question. Try to be as resourceful as possible to integrate yourself within your company’s systems.
Since remote work often makes it less convenient to ask for help, it’s a good idea to keep a running list of questions that occur throughout the day. This way, you can remember what questions to ask during a meeting with your manager, or send them via chat when you know your manager is available. This ensures that no question slips your mind, and your manager can better understand where you’re at in the onboarding process.
Finally, remember, the only bad question is the question that you don’t ask. It is better to reach out to someone for clarity than to make avoidable mistakes or flail in confusion.
Reach Out to Peers
While your manager may be a resource, it can be valuable to learn from a peer because they may have more applicable experience to share. Peer relationships can also enhance collaboration, productivity, and performance.
In a remote environment, you won’t run into peers in the office, so it is a good idea to proactively introduce yourself and ask for advice or helpful tips.
In addition, many companies are prioritizing time during meetings to chat about personal life and non-work-related updates. Take this time to get to know your co-workers on a more personal level and build connections with them. By doing this, you may feel more in tune and connected to your company’s culture.
Remote onboarding does not have to be as challenging as it seems. It can be a smooth and inviting transition into your new role when approached with the right tools and mindset. Lastly, taking the right steps for your working style and forming connections with your co-workers along the way will set you up for success.
With over 74 million monthly listeners, Harry Styles is the fifth most-streamed Spotify artist worldwide, with more than 15 million equivalent album sales. Statistics like this beg one simple question – how has Harry Styles made such an impact on the music industry?
Taking a page out of my colleague Megan’s book (she recently analyzed the storytelling lessons found in Taylor Swift’s songs), I decided to dive deep into Harry Styles’ discography to understand what makes his music so influential and his writing so compelling.
Across all three of his solo albums – his self-titled debut, Fine Line and Harry’s House – I noticed four lessons writers can take away from Harry Styles’ lyrics: how to captivate your audience from the opening line, create clear messaging, connect with readers using relatable anecdotes, and craft strong metaphors.
Lesson 1: First impressions can make or break your writing
The opening line to any body of work – a song, email, press release, article, etc. – can truly make or break its message. As readers, we’re inundated with all kinds of writing. As writers, if we want to grab the audience’s attention and get our point across, a compelling opening is critical. The first sentence should encompass what the entire body of work will be about while resonating with readers and captivating them to read on.
Harry Styles uses opening lines to give a quick overview of the song’s meaning and purpose, usually in just a few words. Case in point: his love-filled anthem “Treat People With Kindness” begins with the lyrics, “Maybe we can find a place to feel good, and we can treat people with kindness.” With this line, Harry establishes the song’s theme in just a few words.
“Two Ghosts” gives us a not-so-obvious yet effective opening while leveraging rhythm and cadence to make it more compelling. The song begins, “Same lips red, same eyes blue, same white shirt, couple more tattoos.” It was written in direct response to Taylor Swift’s 1989 hit “Style,” which has the mirroring lyrics, “And I got that red lip classic thing that you like… You’ve got that long hair, slicked back, white t-shirt.”
Of course, those unfamiliar with Swift and Styles’ past relationship will likely miss the song’s opening message. However, for those that are familiar, Styles’ strategic songwriting instantly resonates with them and establishes that the song is about his previous relationship with Swift.
A few other examples of strong opening lyrics in Harry Styles’ music include:
- “Just stop your crying, it’s the sign of the times. Welcome to the final show, hope you’re wearing your best clothes.” – “Sign Of The Times”
- “Walk in your rainbow paradise, strawberry lipstick state of mind. I get so lost inside your eyes.” – “Adore You”
Both of these opening lines utilize descriptive words and imagery to exhibit the songs’ main messages. With “Sign Of The Times,” “just stop your crying” establishes that times are hard, but “welcome to the final show” warns the audience that these feelings won’t last forever, all of which encompass the central message of the track. Meanwhile, “walk in your rainbow paradise” paints a positive and happy picture in “Adore You,” setting listeners up for the rosy, upbeat love song in just a few words.
Lesson 2: Create clear and consistent messaging
Consistent messaging can make a brand more recognizable to its target audience. Repeating the main themes and messages often builds understanding amongst that audience, allowing them to quickly identify the work’s messaging and goals. As a result, this creates a more reliable and trusting relationship.
If messaging is misaligned in emails, press releases, articles or other bodies of work, it can be challenging for the audience to understand the main point of what they’re reading. If they spend too much time trying to identify the message, they may simply ignore the body of work altogether.
Harry’s House is an excellent example of communicating a single, consistent message. The album focuses on one fluid theme – finding yourself while simultaneously falling in love. That theme is present in every song on the album. This level of consistency creates a trusting relationship with his audience, allowing the listeners to interpret each song’s meaning with the theme in mind.
A few examples of consistent messaging in Harry’s House that encompass the main theme of finding yourself while falling in love include:
- “Now you’re in my life, I can’t get you off my mind.” – “Late Night Talking”
- “Baby, you were the love of my life. Maybe you don’t know what’s lost till you find it.” – “Love of My Life”
- “Hash brown, egg yolk. I will always love you.” – “Keep Driving”
Lesson 3: Connect with your audience using relatable anecdotes
No matter the form, all compelling writing does one thing — it relates its message to the audience. Persuasive and relatable anecdotes grab the audience’s attention, as these small stories create personal connections and marry the reader to the messaging. As a result, the audience is more likely to remember what they’ve read, heard or seen because of this interconnection.
Of course, there’s no shortage of anecdotes in Harry Styles’ writing. He often uses anecdotes to bridge his personal experiences with relatable messages that resonate with listeners. This not only deepens the dimension of persuasive writing but also allows listeners to connect each song to their own lives and experiences.
A few examples of descriptive anecdotes found in Harry Styles’ songwriting include:
- “I hope you can see the shape that I’m in while he’s touching your skin. He’s right where I should, where I should be.” – “Woman”
- “You can throw a party full of everyone you know. You can start a family who will always show you love. You don’t have to be sorry for doing it on your own.” – “Matilda”
- “Yesterday, it finally came, a sunny afternoon. I was on my way to buy some flowers for you… There’s never been someone who’s so perfect for me.” – “Grapejuice”
These lyrics include personal stories that convey universal emotions of love, sadness, and acceptance that listeners can relate to their own lives and relationships. The descriptive words allow the audience to visualize the scenarios in their minds while associating their own emotions with the storylines, all of which establish strong and relatable connections.
Lesson 4: Craft evocative metaphors to strengthen a message
Metaphors can elevate a body of work and capture the audience’s attention. A good metaphor has the power of Harry Styles on the red carpet — you can’t look away. Metaphorical language activates viewers’ imaginations, allowing them to illustrate their own stories and interpret phrases for themselves. They can consider many different meanings without being spoonfed information that involves no thought or creative interpretation. This allows writing to evoke emotion, which leads to a personal attachment with the audience.
Among the writing strategies Harry Styles incorporates into his music, metaphors are perhaps the most common. Typically, he uses them when making NSFW references about his relationships and past experiences. However, they also can convey deep emotions that may be too painful to express literally.
A few examples of metaphors found in Harry Styles’ songwriting include:
- “If I was a bluebird, I would fly to you.” – “Daylight”
- “I can’t unpack the baggage you left.” – “Falling”
- “We’re just two ghosts swimming in a glass half empty, trying to remember how it feels to have a heartbeat.” – “Two Ghosts”
Harry Styles may be one of the biggest pop stars in history, but he is also one of the greatest songwriters music has seen in decades. Filled with captivating opening lyrics, clear messaging, relatable anecdotes and powerful metaphors, his songwriting offers numerous lessons about how to create captivating, persuasive and compelling writing.