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.
Americans formed a record 280,000 new businesses in Q1 2020. This news arrives following an upward trend in new business creation over the last 10 years. The increasing presence of startups among American businesses demonstrates the importance of public relations agencies to create startup-specific public relations strategies. The recent Business Wire webinar on Startup PR, touched on three challenges public relations professionals often experience when working with a startup client.
- Conveying the Importance of Untested and Unfamiliar Products
Each startup wrestles with the universal challenge of selling an unproven and unfamiliar product on the market. Often, the reputation and familiarity of a client aids in the process of earning them media coverage. Since startups are often little known, it can be a challenge to create a compelling reason for journalists to write about them.
Reporters want to see startups demonstrate the commercial viability and real-world impact of their product. In other words, they need to understand why their audience will care about the startup.
One of the ways to give a startup credibility is by leveraging notable founders or celebrity investors involved in the company. The public can trust that the reputations of already established and proven executives lend legitimacy to the young venture. Highlighting these individuals will provide proof points behind a compelling message.
- Maintaining a Consistent Drumbeat of Coverage
Unlike mature and established companies, many startups do not have enough new products or milestones to translate into consistent noteworthy announcements. Often startups will plan for an announcement at the launch of their company but then find themselves grasping at straws to maintain the interest of reporters.
One way to maintain consistent coverage and interest in your startup client is to tell the stories of customers. You may create multiple launch announcements to include the impact of the launch on your customers. These customer stories should be surprising, impressive and compelling. Not only do customer stories earn media attention, but happy customers are one of the best third-party validators of proof of concept.
- Establishing Early Expectations with Your Client
Anyone who has worked with a client new to public relations is familiar with the question, “How are you going to get me into The New York Times?” While coverage in national business outlets is exciting, it is important to manage the expectations of your client. Startups are notoriously short on capital, which means the great investments in labor to earn coverage in a national outlet may be a lost cause.
Rather than targeting big-name outlets, it is a best practice to explain to your client the benefits of pitching smaller publications. Placements in smaller outlets often require less labor than placements in nationally recognized media. In addition, these placements often earn a greater bang-for-your-buck as you are better able to tailor outreach to meet your customers where they are.
Eventually, this strategy of pitching to smaller outlets may lead to attention by national business media. Often publications like The New York Times and Gartner look to the “groundswell” of smaller publications to track public interest before they commit to developing a story.
Navigating public relations success with a startup client can be a challenge. As the number of startups in the United States continues to expand, this category of clients will likely grow in prominence as well. Adjusting your public relations strategy to the unique position of a startup will be beneficial in leveraging their credibility and newsworthiness
Ten years ago, the internet was a different place: Instagram had just launched, Twitter had just reached 50 million tweets per day (10% of today’s rate) and we were still “poking” people on Facebook. Even more notably for PR professionals, the way that the public gets their news has changed drastically since then. Pew Research Center stated in June 2020 that nearly one in five Americans primarily get their political news through social media, compared to 2010, when they reported that only 2% rely exclusively on the internet for their daily news.
Cision is an earned media and public relations software provider that we at Communiqué PR use to identify target publications and build press lists. Cision has been publishing their State of the Media Reports every year since 2010, a result of a survey sent to journalists, supplemented by observations they make through the year. My colleague summarized their 2020 State of the Media report this past May.
This year, as a treat, Cision also shared A Decade’s Worth of Insight Into Media Preferences, covering their 11 reports and highlighting trends and differences. I’ve summarized some of the top tips and takeaways:
Communicating with Journalists
When reaching out to a journalist, use email. Cision’s reports emphasize this point, stating that brief, well-crafted emails are the least time-consuming and easiest to digest. Emails have the added benefit of allowing you to attach helpful documents, multimedia or links, add people to the email chain, and set messages to arrive in the journalists’ inbox at certain times. Contacting journalists through social media direct messaging is less versatile, harder to keep track of and may encroach on their personal lives, while phone calls are often described as disruptive. No response? A follow-up email brings attention but avoid sending more than one as any others are often perceived as unwelcome.
Perfecting your Pitch
To entice your journalist, recognize their journalistic interests and read their past work. Research the outlet and make sure your pitch complements the topics they write about. The email you send should be personalized and specific to the writer you’re approaching, with a pitch that makes sense for their outlet and, ideally, has a distinct, newsworthy angle. Avoid industry jargon, click-bait language and meaningless buzzwords.
Create Trusted Content
Cision’s recommendations over the years have changed for this area – the rise of “fake news” beliefs have falsely positioned the media against the public in many cases. After peaking in 2017, this impact has faded somewhat, causing 21% of Cision’s 2020 survey respondents to posit that the idea of “fake news” is actually increasing the importance of journalistic standards. To support journalists in their quest for the truth, offer industry experts, statistics, and other sources when you make your pitch.
Help your Journalist
As news and content progressively moves online, budgets are shrinking, and staffing has become a large problem for publications, only compounded by the COVID-19 pandemic and the resulting recession. To give your pitch the best chance of getting published, it’s important to do some of the legwork and get the journalist information well in advance of their deadlines, if possible. Provide the news angle, an excellent quote, a multimedia asset, access to your experts, tailored messaging, and be available to answer their questions about the industry and the company you represent.
While the way we read the news has changed in the last 10 years, the way PR professionals should communicate with journalists has largely remained constant. In another 10 years, PR may be more influencer-focused, robots may write more press releases, and AI may know more about the audience, but I’m guessing we’ll still need to communicate with journalists professionally, truthfully, and helpfully for them to effectively report on our important stories.
Today we’re witnessing what is undoubtedly one of our country’s most watched presidential elections. The culmination of the current president’s first term and surrounding global health, societal, economic and political events have surged a massive response from both parties about the severity of this election and its result.
A week ago, more than 70 million people had already cast their votes, according to USA Today. This number is more than half of the total votes counted in the 2016 presidential election. With impressive early participation, especially during the global pandemic, experts are predicting historic turnout rates for this election cycle. Some estimates project nearly 150 million individuals voting, which is more than 62 percent of eligible voters.
Part of the increase in voter turnout has been thanks to many nonprofit organizations that have rallied partners and boosted efforts to demonstrate the significance of this election and the importance of voting. These organizations include ACLU, When We All Vote, League of Women Voters, Rock the Vote, Vote Save America and HeadCount.
A recent article in Mashable provided a solid overview of the work these groups have been doing to help encourage voter participation. These groups have harnessed the power of social media, Zoom, text banking and other modern communication tools to encourage individuals to check their voter registration status, make a voting plan and, ultimately, vote. Many big brands, global companies and celebrities also partnered with nonprofits organizations or launched their own campaigns to encourage voting.
With eyes turned toward poll tracking and social media for election updates, we thought it would be helpful to round up a few election tracking resources in one location. Below are several news sites and organizations that have set up dedicated columns and tracking services to stay informed.
2020 Election Tracking
- NPR’s 2020 Election: Live Updates and Results
- FiveThirtyEight: 2020 Election Live Updates
- ABC News’ Your Voice, Your Vote 2020
- Check out their interactive election map that provides a visual of the Electoral College and each state’s electoral ranking. Readers can toggle between FiveThirtyEight’s forecast, ABC News’ race ratings, as well as historical election results. There is also an option to turn states “red” or “blue” to evaluate potential scenarios.
- CNN’s America’s Choice 2020
- They have a “My Election” tool that allows readers to search by candidate and “follow” the race to track results this evening.
- The New York Time’s Guide to the 2020 Election
- The editorial team also has Live Election Updates
- United States Election Project(@ElectProject) – USA Today frequently cites this data.
- Washington Post’s Election 2020
- The Cook Political Report: Election Data and Ratings
- NBC News: Decision 2020 & Presidential Polls 2020
Remember, selfcare and mental health are also critical, so if you need to turn away from the news tonight, that’s OK too.
We recognize the significance of this election and exercising our right to vote. As such, we’ve also encouraged our clients to remember the media’s focus will overwhelmingly be on the election and pending results.
Company anniversaries are exciting milestones, which we help our clients celebrate through a variety of activities, including media relations, social media engagement, blog development, event promotion, the introduction of new programs, and internal communications.
Below are some examples of activities we have executed on behalf of our clients to support various anniversaries. These examples range from companies celebrating two years in business to those celebrating 100-year milestones. I’ve also shared a couple of examples of what we have done to celebrate our own firm’s anniversaries over the years.
Regardless of the number of years an organization is celebrating, there are a variety of ways to mark the anniversary. Some companies host parties, receptions, events or contests, others leverage social media, videos, infographics and/or updated logos to drive awareness. The specific theme and activities depend on the objectives and resources available.
Tideworks: 20-Year Anniversary
Tideworks celebrated its 20-year anniversary in 2019. The culmination of the celebration was at its customer conference in September. Leading up to that event, we partnered with the Tideworks team to promote a video they developed, “We are Tideworks.” We provided YouTube description recommendations, as well as social media content (LinkedIn, Twitter, etc.). We secured a two-page article with one of the company’s target industry publications, Container Management, “Old head on young shoulders,” which focused on the company anniversary and milestones.
Delta-Q: 20-Year Anniversary
Delta-Q opted to focus the majority of its anniversary activities on celebrating internally with its employees. In addition, the team hosted a cocktail hour at one of the industry’s largest trade shows where they invited long-term partners. We invited key media to the event and company booth, which resulted in in-person interviews and coverage with industry media such as EE Power, “Delta-Q Turns 20 and Will Celebrate with New Mid-Power Chargers at The Battery Show.” We also drove coverage throughout the year related to ongoing company and product news leveraging the anniversary as a supporting proof point: 2019 at a Glance: Delta-Q Technologies.
Darigold: 100-Year Anniversary
As Darigold prepared to celebrate its 100-year anniversary, we developed a communication plan to complement the activities that the broader marketing team was organizing to celebrate the anniversary with its farmer members. The focus of Darigold’s celebration was primarily for those members, offering a large party at its annual meeting. As part of our media relations efforts, we secured a cover article in the Seattle Times, “Darigold aims to sell more than half of its dairy output abroad despite trade spat,” in addition to industry coverage.
Villa Academy: 100-Year Anniversary
In 2003 we were asked to drive coverage of Villa Academy’s 100-year anniversary. This activity led to a cover story with the Puget Sound Business Journal, coverage with the Seattle PI and other local and industry publications. There was also a reception to celebrate this milestone.
The Triple Door: Second-Year Anniversary
As part of its second-year anniversary, we proposed, and The Triple Door created, a charitable program called “The Young Artist Fund” to benefit the Garfield and Roosevelt high-school band programs. This was a significant proof point demonstrating The Triple Door’s long-term commitment to the community. The charitable program added a valuable news element to its anniversary, offering timeliness (the launch of the charity), proximity and human interest. We developed a communications plan and secured significant local coverage around the anniversary, the charity and The Triple Door (and Wild Ginger’s) commitment to helping local band programs.
Communiqué PR’s Anniversaries
In addition to the activities we executed on behalf of our clients’ anniversaries, we have celebrated our own firm’s anniversaries over the years.
For our fifth anniversary, we combined the celebration with the launch of our book, Strategic Public Relations: 10 Principles to Harness the Power of PR.
For our sixth anniversary, we executed a contest via social media, with winners receiving a copy of our book. This led to significant engagement – including establishing key relationships that have spanned the years since.
More recently we celebrated our 15-year anniversary in 2019 with a party to gather our clients, employees, partners as well as friends and family.
Celebrating milestones can offer a valuable way to connect and engage with employees, partners and customers. Consider your organization’s objectives when planning ways to acknowledge and celebrate an anniversary. In what ways have you or your organization celebrated significant milestones?
Last month I received a beautiful flower bouquet and note from Communiqué PR celebrating my first year at the company. It’s been an amazing journey this past year, jam-packed with different experiences and projects that have helped shape me into the public relations professional I am today.
In college, I had taken one public relations class before I joined the company, giving me a general sense of the industry but not nearly enough hands-on experience to know what I was getting myself into. To my great surprise and comfort, my boss, Christie, welcomed me in and showed me the depths of public relations. She taught me foundational skills as I started my career and continues to be my role model at work. Fast forward to a year later – I’ve learned a lot in my career and want to share with you some of the most important takeaways.
Be an enthusiastic team player
Public relations is not a solo game and working closely with colleagues is vital to successfully deliver quality work to clients. I’ve learned that it’s beneficial to always offer help on projects and be proactive with how you can contribute. Showing enthusiasm and positivity toward my team has helped me take on some challenging yet rewarding work that would not have landed in my lap unless I asked. It’s also given me the confidence to know that when I get overwhelmed with work, my coworkers will have my back like I have theirs.
Invest in time management skills
While time management isn’t offered as a course at university, I believe it’s a must for every public relations professional to learn and effectively apply daily. Having the ability to prepare, plan and execute day-to-day activities is essential to ensuring we are maximizing our time and offering clients superior service and work. To-do lists have been my saving grace and helped me keep track of assignments. Not only are to-do lists beneficial for keeping track of tasks, but it also helps understand the big picture, which has allowed me to begin to predict and address client or media inquiries before they arise.
No two days will be alike
Public relations is a fast-paced industry and we wear a lot of hats for clients. Because of this, work often takes on many different shapes – and I love it! Whether it’s writing, event planning, media relations or social media, there are many moving parts that keep our daily work interesting and exciting. While no two days will be alike, I’ve discovered there is a commonality among us as professionals, always looking for new and innovative ideas to uniquely tell our clients’ stories.
These are just some of the many lessons I’ve learned in my first year at Communiqué PR, and of course I still have a lot to discover. I truly believe that the key to my success is being part of a team that is strong, supportive and celebrates the many wins achieved over the past year. I can’t wait to learn more from my team as I continue to eagerly grow as a public relations professional.
The words we speak and how we deliver them can greatly influence how others perceive our message. It’s important to carefully consider our words to ensure that the messages we want to convey come across as clearly as possible. In life, both professional and personal, we communicate with a variety of people from a variety of backgrounds, with different views and communication styles. We also communicate in a variety of settings – including ones that are stressful or tense. Navigating challenging conversations becomes much easier when we learn basic tenants of diplomatic communication.
What is Diplomatic Communication?
A diplomatic communicator is someone who can get their message across and convince people to change without damaging the relationship. Diplomatic communicators use reason, kindness and compassion, and they show respect for other people.
Diplomatic communication (or tact) is about being honest, but not brutally honest. Tact and diplomacy are skills centered around an understanding of other people and being sensitive to their opinions, beliefs, ideas and feelings. Tactful communicators can sense what another person is feeling or thinking and respond in such a way as to avoid bad feelings or awkwardness, while at the same time asserting or reflecting their own ideas and feelings back in a delicate and well-meaning fashion.
All people and all communication situations are unique. Developing effective tact and diplomacy skills requires practice and good judgment. Outlined below are a few basic tenants of diplomatic communication to help you develop or strengthen your skills.
Learn to Modify Your Communication Style
Different people communicate differently. I’ve found that many people make the mistake of thinking that their own behavioral communication style is the best (or only) way to communicate effectively. To communicate with tact, we must ditch that belief.
Rather than making value statements about someone else’s communication style, we should learn how to accommodate it. For example, if you are providing information to a “dominant” or “aggressive” communicator, it’s important to get right down to business and stay on topic. Likewise, if you’re providing information to a “conscientious” or “passive” communicator, you might approach them more casually and give them time to think through the information before requesting a response.
Paying attention to the communication styles of those around us and modifying our behavior accordingly will ultimately help us achieve better results.
Choose Your Words Carefully
Like I mentioned previously, our choice of words can influence how others perceive our message.
Avoid starting sentences with the word “you,” because it inherently sounds like an accusation and puts people on the defensive. Rather than saying, “You need to use more research in your presentation,” consider saying, “Next time, I think your presentation would be stronger if you included more research.” Indirect communication might feel counterintuitive and like we’re skirting around an issue, but it helps protect the other person from feeling like they’re being criticized or demeaned.
Another good way to avoid the other person feeling defensive is by using “I” statements. “I” statements demonstrate ownership of our feelings instead of placing blame. In practice, this might sound like, “I see what you mean, but I had trouble understanding your message when I read it the first time.”
Diplomatic communicators think, re-think and then think some more about the words they choose to communicate their ideas.
Slow Down & Speak Concisely
One of my favorite character tropes in movies and TV is the person that keeps rambling when they’re nervous or under pressure (perhaps it’s because I relate to the tendency). It’s tempting to keep talking when we feel uncomfortable or when we feel passionate about the topic. However, this increases the chance that we’ll say too much or say something we’ll regret.
A best practice is to take a deep breath. With a clear head, it’s easier to be honest and assertive and only say what we need to.
Listen to Understand
Too often when we communicate, we are thinking of our response or our agenda. However, this rarely contributes to a fruitful discussion. A tactful and diplomatic communicator is one who exhibits all the traits of an active listener. An active listener uses verbal and nonverbal cues to signal to the speaker that they are paying attention.
For example, an active listener will make eye contact, sit up straight or lean toward the speaker, mirror the speaker’s facial expressions and avoid distractions. An active listener will also ask clarifying questions, summarize what the speaker said and/or pepper in interjects like “mhm.” Each of these practices shows the person you’re talking with that your only agenda is understanding what they’re trying to say, rather than trying to push your own views. Listening shows the other person that they can trust you.
Diplomatic communicators also fight the urge to interrupt and they consciously choose if, when and how to disagree.
Consider Nonverbals
What we actually say when we communicate begins long before we open our mouths and continues after we’ve finished speaking. Our faces are extremely expressive, and we can communicate countless emotions without saying a word. Our faces – both voluntarily and involuntarily – convey emotion and some of it is hard to hide.
Involuntary messaging often becomes an obstacle to our intended message and can even at times be in conflict with our spoken word. Relaxing our faces can make a big difference in our conversations. We might think we’re conveying an open mind, when really our eyebrows are furrowed, or our lips are pursed. We might even have our arms crossed!
Being a diplomatic communicator means you can appear relaxed even when you may not be. For those of us that have expressive faces, we’ll need to practice maintaining eye contact with a neutral but pleasant facial expression (i.e., eyebrows slightly raised, and lips parted). Remember to relax any parts of the body that can become tense during difficult discussions.
Becoming a diplomatic communicator will not happen overnight but consistent practice will pay off in the long run. I recommend choosing one of these basic tenants and mastering it before moving on to the next. And remember, one non-tactful conversation will not ruin the progress you’ve made.
After each conversation, ask yourself:
- How could I have modified my communication style to better meet the needs of the other person?
- What word choices might have conveyed my message more clearly?
- Did I take my time to respond or was I rushed and talking too much?
- Did I show the other person that I was listening to understand them?
- What did my face say?