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.

Making the Most of the Subject Line

Workplace communication is dominated by email. In 2019, working professionals received 121 emails on average each day in the United States. As email communication continues to grow, how will you write subject lines that stand out amid the noise?

To get a few quick points out of the way, it is important to send emails from an account attached to your name rather than a generic company address. People would rather receive an email from [email protected] than [email protected]. Additionally, be careful using ALL CAPS, excessive exclamation points and question marks. These are often caught in spam filters or received negatively by recipients.

Below I have summarized five key takeaways from Olivia Allen’s 2019 subject-line blog post on HubSpot.

 

Begin the subject line with an action-oriented verb

Think of the subject line as a call to action. It should make clear what the recipient is supposed to get from the rest of the email. Action-oriented verbs and an active voice will clearly convey to the recipient the action they should take.

          Do: Register today for industry webinar
          Don’t: Industry webinar has opened registration

 

Pose a question

The subject line can also act as a hook to bring your reader into the email body. How can you best draw them in? One way to do this is to pose a question. This should be something relevant to your audience that you know is important to them.

          Do: How can a PR strategy improve your sales in 2021?
          Don’t: Communiqué PR has increased sales for their clients

 

Preview information inside the email

The good stuff in any email is in the body. To entice the recipient to open the email, give them a preview of the information to come. Offer a breadcrumb of the most engaging or interesting information that you can utilize to lead into the body of your email.

 

Keep it concise

The key to a good subject line is to keep it short and sweet. The main idea should be communicated in fewer than 50 characters to fit within a notification preview. Remove details that will be made available in the email body, use simple words which are easy to digest in a quick scan, and add numbers to the subject line to quickly quantify the impact of the email in a straightforward manner.

 

Whenever possible, add a personal touch

If you can make your recipient feel special, they will be more excited to read your email. When sending emails, address the recipient by name, reference a personal detail you remember or wish them well.

 

These recommendations will help to give your emails a competitive advantage in the email inbox marketplace. Writing the perfect subject line is a learned art that will come with time and practice. The importance of a well-written subject line may be the difference between having your message read or deleted as spam. Taking care to write a strong subject line will lead to better communications for yourself and your organization.

Supporting Employee Engagement and Wellbeing in 2021

If you run a business or manage employees, you may be accustomed to the evaluations that can estimate how successful your workers are. You analyze people’s productivity, the quality of their work, or qualitative feedback from customers and co-workers to ascertain the value they bring to the company.

However, people don’t work in a vacuum. The environment, including policies and practices implemented by management, has a huge impact on how well employees function and make decisions, as well as if they stick around long enough to offer a return on investment. An unhealthy workplace can cause frustration, anxiety, anger, and other stress-induced behavior patterns, as well as increase the turnover rate and lower productivity.

To ensure that your organization is taking care of the people that spend around 30% of their waking hours working for you, an average of 1,734 hours a year, consider their wellbeing and engagement.

 

What is Wellbeing? 

Employee wellbeing is greater when needs are met and outside stressors are limited. According to Gallup, this means that their daily life and work experiences are fulfilling, their health and safety needs are met, they have meaningful relationships in their lives, they feel financially secure, and they are proud of and actively involved in a community.

Employees with good wellbeing enjoy better performance, lower rates of burnout, better health, are less likely to report feelings of stress, worry, and anxiety, and are typically more loyal to the company. Factors within a company’s control that affect employee wellbeing include if they’re being paid enough to live comfortably, if they have protections against getting sick and the resources to get better, if they have a work/life balance they can accept, and if management supports their healthy relationships with coworkers and addresses and prevents incidents of harassment and abuse.

 

What is Engagement?

Employee engagement is a way to measure how supported and valued an employee feels, often tying directly to performance outcomes including productivity, profitability and retention. Gallup identifies 12 elements of employee engagement that predict high team performance, including having set expectations and adequate resources, receiving regular praise and feedback, having a connection to the work and the company’s mission, making an impact at work, and having opportunities to learn and grow, among others.

Employees with good engagement are more productive and profitable and less likely to leave the organization, leading to stronger, long-lasting teams. The factors that affect employee wellbeing can vary and should be tailored to each employee, but company leadership should prioritize the integration of engagement efforts into the company’s culture.

 

Lessons from 2020 

The mass departure from offices in 2020 due to the COVID-19 pandemic caused many people to work remotely for the first time. The increased sample size and mandatory nature of this transition, preventing self-selection bias, allowed for Gallup researchers to draw more objective conclusions about the effects that working remotely has on employees’ wellbeing and engagement and the different effects experienced by those who are working onsite. These conclusions are related in several ways to the age of respondents.

Some key takeaways include:

  • Fewer onsite workers report high levels of wellbeing, but the difference is more pronounced for younger workers. Approximately the same percentage of Baby Boomers working onsite and remotely were thriving (57% onsite and 58% remote), but the divide was greater for Gen X (55% onsite and 59% remote) and Millennials (47% onsite and 54% remote).
  • Remote workers report markedly more feelings of stress, anxiety and worry. This was especially pronounced in Millennials.
  • In general, remote work is more engaging than onsite work. Engagement for onsite Millennials is low (30%), but remote Millennials have the highest recorded engagement Gallup had ever recorded from Millennials (41%). For both Gen X and Baby Boomers, 38% of remote workers were engaged in their work, just higher than the 33% of onsite Gen Xers and 35% of onsite Baby Boomers.

 

You may have noticed that, overall, younger workers have a lower rate of wellbeing and engagement. The advantage Baby Boomers have with employee engagement and wellbeing has to do with the greater opportunity they have had throughout their careers to establish financial and professional stability, as well as find a manager and position that engages them. These elements often come with time, with an added factor of luck and circumstance, but it’s important for managers to recognize the probability that Millennials don’t have the safety net that some older workers have been able to build.

To set employees up for success, we can learn from the differences found in remote and onsite workers. Below are some ideas to improve employee wellbeing and engagement that will help soothe employees’ worries, lesson stressors by offering a safety net, strengthen the bonds of your team, and allow them to focus on their work.

 

Ideas to Improve Employee Wellbeing

  • Promote a healthy work/life balance. This includes limiting mandatory overtime and on-call time, and offering PTO and encouraging employees to take it.
  • Pay your employees enough they can afford to pay for daily expenses and save for an emergency without taking a second job, which can pull energy away from their work at your organization.
  • Offer good healthcare that allows employees to access preventative medicine, emergency care and mental health resources.
  • Support healthy relationships between coworkers by setting up events for team bonding. Here’s what’s worked for our team while we’ve been working remotely.
  • Defend your employees from harassment and abuse by acting immediately if transgressions occur. For more on this, check out the training programs offered by Kantola.

 

Ideas to Improve Employee Engagement

  • Ensure employees have all the resources they need to do their jobs.
  • Focus on clearly communicating expectations. Identify responsibilities, processes, and the standard you expect from their work as often as needed.
  • Try to speak with each of your direct reports regularly. Especially in remote work situations, factor in some unstructured time to connect with employees on a more personal level, something you might have done by the office watercooler.
  • Offer methods for growth, learning and advancement. The process of continuous development can be more valuable to a career than a single promotion, focusing effort on cultivating talents and strengths that will differentiate employees as they advance their careers.
  • Offer plenty of public praise and private feedback. Create a recognition-rich culture and provide constructive and motivating advice to employees.
  • Create situations where your employees can get to know each other and form personal friendships.
  • Focus on improving your management style and don’t micro-manage, ignore feedback, or dismiss the opinions of your employees. Here are some management styles to aim for, as well as some to avoid.
  • Communicate the impact that your employees’ work makes and align the missions of the company with employees’ roles and daily tasks.

 

How is your organization prioritizing employees’ wellbeing and engagement?

2020 Year-End Results: Tideworks Technology

2020 was unique in many ways, but one aspect that remained constant was the level of uncertainty facing nearly every aspect of life. The impacts of this past year’s events will affect how individuals and business leaders approach planning and decision making for years to come.

The global pandemic touched nearly every industry and the commercial shipping sector was no exception. Like many companies, our long-term client, Tideworks Technology (Tideworks) had to reassess strategies in place and adjust plans to ensure the team could continue providing terminal operators with the solutions they need to keep the supply chain moving.

In 2020, Tideworks rolled out a new terminal operating system (TOS) solution, Mainsail 10, and worked with customers around the world to begin deployment of the marine solution. As a cloud-capable tool, Mainsail 10 provides terminal operators with real-time access to and management of data to improve decision making and increase the flow of cargo through the terminal, while also reducing costs. Uptime is always critical at the terminal, but the pressures to maximize vessel capacity and productivity at the terminal, made a solution that offers increased efficiency even more of a necessity.

One way the company helped enable efficiency and agility for its customers when rolling out the new Mainsail 10, was through remote deployments and trainings of the solution. Tideworks made the necessary investments to provide customers with the same level of support and service they would receive if the team were on the ground at the terminal. A couple notable remote go-lives of Mainsail 10 were the deployments at Manzanillo International Terminal (MIT) in Panama and at TOTE’s Jacksonville terminal.

In addition to the launch of Mainsail 10 in 2020, Tideworks announced its joint venture with Brenock Technology (Brenock), a provider of software applications and consulting services for multiple industries, including the cruise sector. Tideworks also continued the expansion of its intermodal presence following the launch of its new Intermodal Division – announced in 2019, with the announcement of Genesee & Wyoming selecting the company as its intermodal solutions provider for its UK rail and container terminal network. 

Throughout the year, we had the opportunity to announce these exciting milestones and more. As a result of media outreach on behalf of Tideworks, we secured 77 articles in 2020, a 54-percent increase from 2019. Below is a snapshot of the coverage secured in 2020.

 

Q1 2020 – Intermodal expansion

 

Q2 2020 – Supporting industry growth 

 

Q3 2020 – Rolling out Mainsail 10

 

Q4 2020 – Navigating remote go-lives and increasing crew engagement

 

In 2021, we are excited to drive awareness around Tideworks’ continued momentum and the role they are playing to improve productivity in the supply chain.

Thriving When Nothing Feels Normal

At the end of the year I saw numerous social media posts about being ready to say goodbye to 2020 and the events of the past year and welcoming 2021. Yet within days, it became evident the change of the calendar was not going to miraculously solve the variety of fundamental issues we are facing – including the global pandemic, racial inequities and injustice, political discord, economic instability, and so much more.

We’ve been operating in a survival mode of sorts – just managing through until things return to “normal.” However, the normal we recall is not likely to return anytime soon. Concurrently, the deluge of breaking news is overwhelming and distracting, yet important and relevant. So how do we move into a sustainable mode of operations, reset expectations, and adapt to the current climate?

Below are some tips for embracing today’s realities and minimizing stress.

 

Compartmentalize

An article in the Wall Street Journal shared how people have created fake commute routines while working from home to differentiate the start and the end of their work days. An excerpt from the article illustrates the approach:

“Ms. Hein, now a veteran of the fake commute, has her coffee, puts on “real clothes” and then does one 15-minute loop around the block before getting to her desk by 9 a.m.

“The day goes better if I walk around the block before being ‘at work,’” she said. “It’s almost like a different persona you have in each place.”

It can be helpful to find ways to establish a start time and an end time to the workday while working from home. Without defining the start or end of your workday, one can bleed into the other. This can lead to burnout. It is important to maintain work-life balance.

 

Limit News Consumption

Today’s news (e.g., political events, COVID infection/death rates, civil unrest) can create anxiety and perpetuate a sense of uncertainty. While it is important to be informed, experts advise limiting news consumption. This can be challenging given the constant access and exposure to news via our mobile devices, alerts and social media. Consider these tips from VeryWellMind to help strike a healthy balance.

 

Manage Distractions

Part of the reality of the current climate is a seemingly endless variety of distractions – kids needing help with remote schooling, laundry, deliveries, social media alerts, and on and on. WIRED published some tips in its article “How to hack your concentration when you’re working from home.” One tip included in the article is the Pomodoro Technique. With the technique, you identify a project you want to complete, you set the timer for 25 minutes and work on the task until the timer rings. When the timer rings you put a check mark on the activity and take a short break. After four Pomodoros, you take a longer break. It’s a great way to focus on a project in chunks, helping to break up large projects making them more accessible. My daughter learned this technique in middle school, and it has proved effective for her, my colleagues and me.

 

The uncertainties and turmoil of 2020 are likely to continue through 2021. Remote working is also likely to remain the norm – when feasible. Instead of staying in survival mode, let’s identify ways we can thrive despite these challenges.  

What are some of the ways you are embracing the new normal, combatting distractions, and thriving in 2021?

Meetings Owe the Pandemic a “Thank You”

In the past year we’ve celebrated drive-by graduations from the safety of our cars and shared meals in make-shift plastic igloos in restaurant parking lots. We’ve adopted video conferencing for such diverse purposes as doctor’s visits, wine tastings, family holiday gatherings and worship services. And the COVID-19 pandemic has radically changed the way we gather for school and work. How long these measures will be required is unknown, but what is clear is that some of the changes in how we meet and gather are here to stay.

With the shift to remote work, we are working longer days and we are having more meetings each day, according to the National Bureau of Economic Research, but those meetings are now, on average, 20.1 percent shorter. The average number of meetings per person has increased 12.9 percent while the average length of meetings has dropped from one hour to about 48 minutes. The report speculates that the shortening of meetings is related to the distractions of the remote work environment and the changing function of meetings.

Our attention spans are being taxed, whether from internet outages and audio echoes, a neighbor’s leaf blower or a child’s question about fractions. Being physically removed from our colleagues has also led us to add more “bite-sized” meetings that weren’t necessary previously, for checking-in with managers and connecting with teammates.

Even after the pandemic subsides, many companies are planning to keep the remote workforce model and others will allow some portion of their employees to work from home occasionally. And companies that now recognize the value of online communication may replace some portion of expensive business travel with video meetings. Daily business meetings are likely to continue to be held online to accommodate workers in different locations, and meeting facilities will need to adapt to become productive working spaces for both the people in the room and those joining via video.

Hiring and onboarding are examples of other processes that rely on meetings, from interviews and contract negotiations to meeting the team and getting familiar with the work. I personally experienced the remote work environment in this context a few months ago. After interviewing over Microsoft Teams and starting the job in mid-November, I have yet to meet any of my colleagues in person. However, through daily team “virtual standup” meetings, and regular check-ins with my manager over Teams, I am quickly feeling like part of the group.

Client meetings are also held over video, allowing me to establish rapport and get up to speed with my accounts. Recorded meetings and on-demand video trainings, specifically the search function available through Panopto (our client), have allowed me to revisit material as needed and review new recordings at my own pace. The effectiveness and efficiency of these flexible tools will likely make asynchronous meetings and video a mainstay of onboarding into the future.

Not only has the pandemic influenced the way we hold smaller, regular meetings and gatherings, but large business gatherings, like conferences and trade shows, have had to adjust their format as well. Following cancellations and indefinite postponements, the industry has reimagined meetings and events with enhanced virtual capabilities, and, with a larger potential audience due to the eliminated travel expense, are equipped to accommodate increased attendance in a digital-only environment.

Even the internationally known Consumer Electronics Show (CES) will be held entirely online this year. As the show’s organizer Consumer Technology Association states, it will be “an all-digital experience connecting exhibitors, customers, thought leaders and media from around the world.”

Registrants will have access to the keynote addresses, virtual tradeshow and a variety of sessions via a video conference or stream. And as with similar events in the new environment, participants will be able to pick and choose sessions to stream or watch recordings on-demand.

Meeting planners expect that even after in-person conferences return, many will offer a hybrid between virtual and in-person experiences to meet the demand. Some people will continue to travel for meetings, especially when a conference is in a desirable location, but some won’t.

Whether for safety or cost concerns or because they feel travel is not a productive use of their time, some participants will choose to attend remotely. Networking and exhibitor demos remain a significant challenge for remote conferences and events but shows like CES will continue to provide the blueprint for innovative solutions to bridge the gap between virtual and in-person attendance experiences.  

As we imagine our lives after the pandemic, it is tempting to wish for bygone days, but our world will never be the same. What we can hope is that we take the best of what our ingenuity has created in these challenging times and use that to enhance our future. The ways we’ve leveraged technology and reimagined meetings have the potential to make our future brighter and more productive.

Back to the Basics – Pitches

For public relations professionals, there’s no better rush of excitement than seeing a client appear in a news story. One way to get coverage for clients is to develop and distribute a proactive pitch, which is a great way to secure interest from journalists in the absence of hard news. Pitches succinctly share a story idea or angle that could add value to a journalist’s reporting. But how do we get our clients in front of journalists when they receive on average 500 pitches a day?

Here’s the secret: You must demonstrate why the story idea is newsworthy. It’s a daunting task, but there are several ways you can boost the probability of garnering a response. Below are some tips to keep in mind when assembling your pitch:

 

The Anatomy of a Pitch

When developing your pitch make sure that it’s succinct, relevant and timely. A pitch should streamline the key messages and verbiage that clients want to be associated with while also effectively presenting the argument for why the story idea is unique. Given the influx of emails journalists receive daily, spend time creating an attention-grabbing introduction that will hook the reporter and spark their interest in learning more about what you can offer. A solid pitch will only stand out if the claims are backed up by proof points, such as experiences or data. If the pitch includes data, it should be from a reliable source that journalists can trust or verify.

 

Identify Relevant Journalists

Compiling a list of journalists can sometimes be the hardest part of putting together a pitch. Be cautious of who you send a pitch to so you’re not spamming reporters, which can often damage your relationships with the media. Take time to dive below the surface level to uncover whether or not the reporter’s recent coverage aligns with the topic of your story idea. Use Twitter to learn more about their interests or solutions like Cision, TechNews and Muck Rack to make sure you’ve selected the appropriate journalists. In addition, it never hurts to Google them to guarantee that a reporter hasn’t recently changed roles or publications. You should feel confident that the story idea or information you’re sharing will be relevant to the journalists on your list.

 

Personalize the Notes

To make your pitch appealing to the tailored list of journalists you identified, consider customizing each note. Recent data shows that the No. 1 reason journalists reject a pitch is because of the lack of personalization, so frontloading the work by individualizing each note can save you from the dreaded sound of crickets that sometimes follow media outreach. Whether it’s sharing how your story idea fits into the reporter’s beat or acknowledging a profound article they recently wrote, this will show journalists that you’ve taken the time to consider their work and how your idea fits into their reporting.

While these tips won’t guarantee a response from a journalist or coverage for your clients, they will allow you to feel more confident about reaching out to reporters. Keep these tips in mind the next time you’re distributing a pitch and you’ll be one step closer to knocking the socks off any reporter and landing coverage in the media for clients.