8 Instagram Trends PR Pro's Need To Know For 2021

We all know that without social media presence that your brand won’t likely survive in the world today. Social media has become synonymous with Google and it’s also the go-to place for consumers to discover brands. Not only is it a discovery tool, but it’s also become the place where a lot of us go for entertainment and education. Having social media marketing and being able to understand the ever-changing social landscape is a must for PR professionals to be ahead of the trend. 

As we round out 2020 we look forward to 2021 and spot the new trends that will be infiltrating social media. This means that we all have to adapt to the different ways of sharing content. 

Here are the top 8 Instagram trends for 2021: 

1. E-Commerce Is Hot 

The introduction of Instagram Shop creates a more streamlined approach to purchasing. This gives consumers the opportunity to purchase straight through the app without leaving. Users can see “Browse Shop,” “Editors Pick,” and so much more. Currently, small businesses are struggling while some are closing therefore many are moving their business online. 

2. Short-Form Video Take The Lead 

Tik Tok has dominated the world in 2020 and it’s been a popular app amongst Gen Z’s and Millennials alike. In response to this, Instagram introduced Instagram Reels that have very similar functions to Tik Tik’s video content. Brands and creators can use Instagram reels to create educational content or showcase their services and products in creative ways. 

3. Carousels and Memes Will Still Be Trending 

These are still going to be quite popular in 2021. Carousels have seen explosive success especially when it comes to creating educational content. Remember before you use a meme or implement Carousel content make sure that it is on-brand. 

4. Increase In Diversity & Inclusivity 

In 2020 we’ve seen a lot of brands calling for inclusivity, economic equality, and social activism. This will be a continued theme into 2021 and Instagram will not be immune to this call. Brands are actively making it a priority and you can also see it in the kinds of content that are being posted. This will be a continued priority in the next year in social media and marketing. 

5. Influencer Marketing Will Continue to Grow 

Influencer marketing has now become a staple in marketing budgets, it’s been a successful channel for brands to gain awareness. The industry looks like it is on track to become a $15 billion dollar industry in 2022. According to research by Fohr, 80% of influencers have reported a spike in their engagement in March and the number won’t be dropping anytime soon. 

6. More Authenticity In Posts & Captions 

Social media users are looking for real and authentic posts from brands. This has been a long time in the making as many Instagrammers have been accused of constantly manipulating photos with filters. There are more open conversations about the struggles of running a business, mental health, body positivity, and entrepreneurship in 2020 and 2021 the conversations will continue to open up further. 

7. Microblogging on Instagram 

Last year or so we’ve been seeing long captions trending. This has created the microblogging trend that allows users to be part of the story and conversation. Microblogging falls nicely in line with short-form videos trending. The best part about microblogging is that it keeps the audience more engaged and opens up dialogue. Due to this trend, Instagram has also launched Instagram Guides. 

8. Virtual Events & Activation 

We see a rise in virtual events from celebrations to live shopping experiences on Instagram. Brands discovered that this is much more cost-effective and reaches more people. This new discovery will have many brands and businesses continuing on the tradition. 

7 Reasons Why You Should Hire A PR Agency

The decision to hire a public relations agency is one that shouldn’t be taken lightly. PR Agencies have the force behind them to help build businesses, brands, and build awareness. This means one has to carefully select their partner agency. 

It’s important for any business to stay relevant in the marketplace and PR agencies will help you do just that and more. If you’re wondering what else a PR agency can do to help boost your brand, read on. Here are the top 7 reasons why you should hire a PR agency. 

They Have Connections 

Many PR agencies are very well connected, it might be hard to tell. But behind the PR veils, their teams have built long-standing relationships with publications, editors, journalists, and even major brands. 

Content Creation

Don’t know what kind of content to post, no worries. PR agencies have a knack for helping clients create content, campaigns, alongside gaining media attention for your business. 

Reputation Management

As a business or brand, your reputation is golden. PR agencies have the tools and the manpower to help monitor your reputation both online and offline. 

PR Strategies 

Agencies are also great at creating rock-solid strategies that will give you clarity when it comes to landing press. They know how to create strategies that align with your brand’s story and what the media is looking for. 

Makes You Look Good 

When you have a publicist or a PR agency reaching out on your behalf it automatically makes you look good. It’s all about perception when it comes to the outside facing world. 

Influencers 

Aside from media connections, agencies have access to influencers who can partner with you. Not to mention they also have access to celebrities’ publicists. 

Bridging The Language Between You and The Media 

PR agencies understand the media landscape, how it works and best practices when it comes to pitching stories to the press. 

6 Major Marketing Trends in 2021

There’s no argument that 2020 is one of the hardest years all around. Businesses across the board were forced to quickly pivot in order to stay afloat. Brands that couldn’t sustain themselves were forced to shut down. Now that we’re all rounding out the year and looking ahead, the path seems uncertain as consumers and brands adapt to a new lifestyle- relearning what’s working. 

For 2021 there are marketing trends that we can look towards that will help drive our brands while securing awareness and engagement in the marketplace. In a recent report by Deloitte, they shared that, “Breaking out of our often defensive mindsets to more holistically — and authentically — meet human needs.” They had further identified the 6 marketing trends that brands are diligently working towards. 

1. Trust 

Trust is created when what is promised is delivered. Brands will not only be accountable but they will deliver transparent trust to consumers. To this point, it’s also important to think about shifting focus from demographics to values between brands and consumers. Shared values between both will create a better connection and stronger engagement. 

2. Human Connection 

This one we all feel it. The lack of human connection has become something that we deeply crave. Making authentic connections is more meaningful now than before. Brands are finding creative ways to recreate human connection on digital. As we have all seen with the rise in popularity of Zoom meetings and VR/AR events.  

3. Agility 

Imagination and innovation are at the bedrock of agile marketing. Brands who understand this will reap the rewards. 

4. Purpose 

Knowing what your brand stands for is going to set you apart from others and create a strong presence in the marketplace. When brands understand their purpose it will uniquely position them to handle unexpected change. 

5. Participation 

Engagement with your customer base is deeper than just giving advice, online reviews, and social media likes. Brands have to participate in the conversation and create meaningful content that aligns with customers. 

6. Talent Transformation

Marketing teams need to be agile when it comes to developing their teams. It’s about developing new talent that will differentiate them in the marketplace to provide them with a competitive advantage.  

Marketing is an ever changing landscape. But with digital technology forced into hyper speed by the pandemic, it has created new innovative ways to reach customers. Brands will have to stay vigilant in creating and recreating how they engage, sell, and authentically reach the world.

6 Keys To Successful PR Storytelling

The art of storytelling is an age-old process of sharing lessons and information across cultures. To this day it still holds true and crosses over into how we operate our businesses and brands. Storytelling is the foundation of crafting a message when it comes to public relations. 

The key thing to remember when you’re telling a story is this: it’s not about your brand it’s all about your audience. Why do stories work? It’s simple, stories are the ideal tool that connects you to the right target audience while promoting your product. Successful storytelling holds one component in the highest regards, how customers will benefit from your product. 

In order to tell a great story here are 6 touchpoints to keep in mind: 

Understanding 

Get to know your audience so that you can communicate effectively allowing your brand to go from just being an interaction to a connection. 

Responsibility 

Draw our audience into the story, make them part of the success or even failure of the process. This gives people a sense of responsibility and ownership. It’s also a great way to nurture your relationship with your customers. 

Personality 

Stories should be authentic, emotional, full of life, hopeful, and evocative. When brands have successfully achieved these factors they transform from just a product to a brand and in turn, it becomes part of their customers' lives.  

Mystery 

This is an effective element to include in storytelling- leave them wanting more. If you tell the story and your customer is content then something was missing either in the content, delivery, or both. 

Contrast 

A little opposition never hurts. The central subject of your story should have something they are pushing back against. Maybe it’s hunger or pain, or boredom, or insecurity. Whatever it is your subject should be placed in opposition and shown in contrast to the negative feeling. 

Urgency 

Provide people with an open opportunity to act. Not all customers will act right away. The best stories always seem to create a compelling energy inviting people to take immediate action. 

4 Trends That Redefine PR in 2021

Public relations is hinged on the premise of communicating with the media and customers. But as our entire ecosystem shifts during the pandemic, the role of PR has springboarded into a different role entirely. As we gear up for 2021 a lot of PR agencies are investing in data and social listening tools in Q4, which means there’s a digital shift happening within PR. 

Aside from this shift, there are trends to look out for as the PR landscape will completely change in the next couple of years. This uptick in digital isn’t exclusive to PR but it crosses every business and has become a critical component in keeping brands afloat. 

Blending of PR, Customer Service, & Brand Building 

Brand building is about building consumer trust, engaging the audience, and promoting products. This means that PR pros will have to get better at listening to consumers and that includes social listening. They will have to be able to convey important consumer insights, behaviors, and data. PR’s role in controlling the narrative and reputation will also cross into customer service efforts. Social media has become a place where great news and bad news can spread quickly. If the efforts of PR are thwarted by bad customer service it only makes sense that PR will cross into this area. 

Niche PR Will Be Trending 

Brands will select PR agencies based on their specialties as new markets open up such as tech-health, tele-education, telehealth, and more that will require PR agencies to have a deep understanding of the landscape. 

Digital Agencies Will Disappear 

Brands are realizing the power of multi-media campaigns, it’s no longer just about having a single channel of telling your brand story and engaging consumers. Digital agencies will potentially evolve into creative agencies in order to keep up with the demand. 

PR Success Measured By Relationship Building 

It’s becoming evident that relationship building is a must have in order to maintain the longevity of brands. While many brands are using the Net Promoter Score approach developed by Bain & Company’s Fred Reichheld, which can identify brand advocates and detractors. 

2021 Consumer Behavior Trends PR Pros Should Know

Planning for 2021 has become a mystery as the pandemic continues to bring countries around the world back into lockdown. Brands are doubling down on their digital marketing initiatives. But before we can all put hardline strategies in place we need to consider how consumer behavior is reshaping. 

What worked in 2019 and even in early 2020 won’t carry over to next year. Businesses are coming up with creative ways to continue to market and stay relevant. We will continue to see brands leaning heavily on influencers and social media marketing. So it means that understanding consumer behavior in the “new norm” will be crucial for brand growth and sales. 

As PR pros, consumer behavior will affect the way we tell stories and create campaigns for the future. Here’s what you need to know about consumer behavior for 2021: 

Value Spending 

Now more so than ever consumers are weighing heavily on where they spend their money. Consumers will look to brands that have a value system that aligned with theirs, they’re looking to see what actions brands are taking when it comes to social issues. 

Ernst & Young’s survey shows that 59% of surveyed consumers are likely to shop more locally in the long term. In addition, a recent Consumer Index Report by Suzy Consumer Insights shares that 65% of consumers are more likely to support a brand that cares about the same social issues they do.  

Health & Safety 

This isn’t a surprise, as COVID numbers fluctuate throughout the world, this is going to be something that consumers will place importance on- health and safety. 

Consumer Index Report by Ernst & Young reports that 26% of consumers surveyed prefer brands and products they trust to be safe and minimize unnecessary risks. Fifty-seven percent say they now pay more attention to how healthy the products they buy are for them.

Humanizing Digital 

Today the human experience is now replaced with digital experiences. Websites and social media platforms have now transformed into storefronts, it’s the first place where consumers will be introduced to your brand. The key is going to be figuring out how to personalize the digital experience for your customers. 

Shopping With VR & AR 

Customers are willing to utilize new technology before they commit to a purchase. Warby Parker is a great example. The brand has a “virtual try-on” option in the app for customers to try on glasses before they purchase. 

Data Sharing 

Customers are becoming increasingly more comfortable with sharing their data as long as they know it’s used responsibly. Ernst & Young reports 53% of consumers are happy to make their personal data available if it helps to monitor and track an infection cluster. This new level of trust and responsibility is leading businesses to practice increased transparency between consumers and brands.

What to Expect for 2021 Influencer Marketing

Virtual meetings and working from home has become a norm during a lockdown. Many marketers are scrambling to plan for 2021 with no idea what to expect between the elections and post-pandemic recovery. Each state has a different set of rules and regulations that has pushed many brands to take to social media to maintain viability. 

Lately, we’ve all been toggling between TikTok and Instagram, trying to remain relevant in the digital landscape. The latest debacle with Tiktok’s shutdown has led many brands migrating back to the good old days of Instagram. Ultimately the question that remains is, what can we expect from influencer marketing come 2021? 

Here are some predictions you want to pay close attention to: 

Mind Your Niche

Brands have always been strategic, but you will see that they will tighten their belts to become more streamlined when it comes to working with influencers. As opposed to being featured across different industries you’ll find that brands will select influencers who have a specialty niche. 

Ongoing Relationships

The days of “one-off” posts are over. Brands are looking to build serious long term relationships with influencers who have a shared authentic voice that aligns with their values. Brands are looking to long term relationships with influencers to also create consistent content. 

Authentic Content 

Today’s audience wants that authentic content. Hence brands are going to be all about authenticity that will resonate across digital platforms. 

Data Speaks Volumes

Influencer data will matter to brands. Analytics will continue to play a role in the decision-making process of whether or not brands will work with specific influencers. 

Micro-Influencers Matter 

Influencers with under 10,000 followers will matter. Brands will look more towards working with micro-influencers as they will be more affordable. 

Strategy, Strategy, and More Strategy 

Brands will be more strategic when it comes to influencer marketing. They will be working closely with influencers to maximize not just the content but also the engagement and brand awareness.

What Is PR Newsjacking & 5 Things To Consider Before You Do It

Building successful brand awareness takes tenacity and the ability to do things differently to showcase your creativity. Not only is it a chance for you to show your audience your creativity but it also proves to your audience that you’re serious about business. Today with the internet it’s definitely easier to reach a wider audience on a singular platform. 

One of the most powerful online techniques is ‘newsjacking,’ essentially it’s a methodology of paying attention to trends and figuring out how you can utilize that for your brand. Think of it as injecting your story into breaking news or trends at the right time. What does this all mean for your PR strategies and efforts? This is simply a way of leveraging trending stories to gain traffic to your website or social media outlets. 

Before you newsjack here’s what you should consider:

1. Boost Your SEO Juice

Yes, your SEO (Search Engine Optimization) matters. It doesn’t matter if you are a product or personal brand you need SEO. Everyone researches you online before they decide to buy into you, your product, brand, or services. 

2. Push Your Content 

Part of creating your website or blog is about informing people by providing them with helpful information. Create content that helps not sell. Use social media to spread the word and don’t forget to include links in your articles or posts. 

3. Timely News is News

What’s trending today in the news cycle might not be hot tomorrow so it’s imperative that you react timely when it comes to effective newsjacking. 

4. Anyone Can Newsjack 

Newsjacking isn’t a science, everyone can do it as long as you have your finger on the pulse of what’s going on. The best place to look for all the happenings is usually on Twitter, that’s also the place where most journalists live. 

5. Be Tactful 

Even though something is trending you also still have to adhere to the basic PR rule of using tact and couth. If you’re in doubt whether or not to post something err on the side of caution and don’t do it. The number one PR rule is to always remain tactful with your approach if not it can quickly turn into a crisis PR management situation. 

Newsjacking doesn’t have to be a bad thing but when done right it can definitely bring you some extra online juice that gets people to notice your brand at the right time. 

When Is It Right To Break Up With A Client?

This is probably the most dreaded part when it comes to letting go of a client, especially during these uncertain times. Every business lives and breathes its clients and that includes PR agencies. But for the sake of your sanity, time, and energy sometimes letting a client go from your roster is the right move. Does it make you a bad person? Of course not, it’s one of those hard business decisions. 

There are so many different scenarios that would require you to let go of a client but here are some non-negotiables that would require you to break a contract with them. 

1. Breaking an NDA 

NDA’s are golden in every industry it’s there to protect both parties and if there are specific clauses in the agreement that are broken then it’s definitely a breach of trust and time to go. Trust is a two way street between you and your client, so make sure both parties are operating above board. 

2. Lack of Integrity and Ethics 

Sometimes it’s hard to tell if a client has integrity or not until you end up working with them. If you find that your client lacks integrity the first thing is to have a conversation with them. Now if the same offense keeps getting repeated or worse, it’s time to move on. A note to remember, integrity and ethics applies even to online social media engagements and interactions. 

3. Refusing to Listen To Your Advice 

We’ve all had a client or two that refuse to listen to your advice even though you are the expert with tons of experience in the field. These are clients who are considered, not coachable, and spending your time and energy with a client like this will take away from other clients who really need you. 

4. No Sense of Urgency 

We all have a life but as publicists when we’re reaching out to journalists a lot of times they need sources to respond right away as they are on a deadline. If your client can not understand the importance of making themselves available for an interview and calls it’s time to drop them. 

5. Lack of Communication 

Communication is super key when it comes to the success of any publicist and client relationship. We need clients who are responsive and who will engage with us when it comes to opportunities in the pipeline. 

6. They’re Not Putting In The Work 

Publicists aren’t magicians but we do expect our clients to put in the work. We can’t be the only one’s working hard if clients aren’t willing to put in their share of the work. 

7. Legal Matters 

Sometimes legal matters arise and maybe the best way to handle it is to part ways. We’re not lawyers so you definitely want to seek legal counsel if you feel like there are legal issues at hand.

Breaking up with a client is always a hard conversation to have but if they are not meeting basic standards you definitely need to make room for clients who will. It’s definitely a hardline approach but at the end of the day, it is your name and your agency that is out there representing clients. Don’t make the mistake of picking the wrong client or even keeping a client that breaks these rules as it will cause you more problems in the long run.

9 Apps PR Executives Need

Behind every great publicist or PR agency is a set of powerful tech tools and apps that help them achieve their PR goals. Not all apps and tech platforms are created equal and not everyone will love them. Nonetheless, they are there to help publicists to not only stay organized but to also help their clients achieve outcomes. 

Here are the top 9 most useful apps for PR executives

1. Hootsuite 

Social media scheduler that helps you save time if you are managing multiple accounts for multiple clients. 

2. HubSpot 

Streamline your communication and keep your data organized. Hubspot links can help to track viable engagement with documents and visuals that you’re sending out to press or event potential business leads. 

3. Voxer 

Helps you better communicate with your team and even clients. The app has the ability to let you leave voice notes to share important updates or details about campaigns. 

4. Zapier 

It connects all our apps so that information is seamlessly shared. 

5. Microsoft To Do 

Are you a list fanatic? This app will help keep your lists organized. 

6. Loom.ly 

Is a social media scheduling tool that allows you to schedule content and have clients approve it before it goes live. 

7. Coverage Book

It’s great for PR reporting and it also includes automated metrics to estimate your outreach. 

8. Slack 

The ever-popular favorite app used by many teams across industries helps you with internal communications. 

9. Trello 

Trello is great for project planning, helping you break down big projects and clearly see which team members are responsible for which part of the project. 

There are plenty of other apps and tools available to publicists. It's just a matter of doing some research to see which ones will fit your needs and your clients’ needs. Every business no matter the size will need technology to help them to grow and stay organized no matter what. 

6 Trends Impacting PR In 2020

The PR landscape is shifting quickly in 2020 as some businesses cut their PR budget and others are investing more heavily in PR. We’ve seen major brands permanently close their retail doors or file for bankruptcy as the economy takes a major hit due to the pandemic. With these new revelations, many in the PR industry had to also pivot their approach.

These are the 6 trends impacting PR in 2020 so far: 

1. Reputation Management is Critical

More than ever the reputation of businesses are at the forefront. Customers are watching how they are responding to the pandemic but also how brands are answering the call to do better across industries. According to Entrepreneur, a business can lose 22% of its business after potential customers find a negative article on page one of a search. This climbs to a staggering 70 percent if there are four or more negative articles.

2. Meaningful Engagements Are Powerful 

Right now with so many people still working from home, they are being bombarded with so much digital content. So customers are starting to declutter at least digitally. This is why businesses need to be more thoughtful about how they engage with customers digitally. 

3. Digital PR Events 

With many of us practicing social distancing PR events have seen a breakdown and as an alternative, we are seeing a rise in Zoom and Facebook events to take the place of live events. This means that many businesses are scrambling to figure out how to best curate a virtual experience. The perfect example is Paris Fashion Week, this year they have moved their show digitally by creating a digital experience with fewer pieces to showcase. 

4. Specialized PR 

We’re seeing businesses are investing dollars with PR agencies that have a clear cultural understanding of the brand with a focus on specific niches. PR consultants are driven to identify the types of industries and businesses that they want to focus on in order to demonstrate a deep understanding of the brands. 

5. Op-Eds Becomes The Spotlight 

Op-eds are giving others aside from journalists a chance to share their voice. This is a great opportunity for leaders to provide insights and their opinions about current trends, cultural shifts, and more. These types of opportunities are usually identified by PR experts who know which publications would provide the best placement for brands and businesses. 

6. Earned Media is Golden

Throughout 2020 brands will be vying for more earned media. This type of media is exactly that, earned. You can not buy this and it’s also the third-party validation that can help boost a brand’s credibility in the marketplace.

5 Reasons to Leverage PR During A Recession

The post COVID restart has shaken up every industry and challenged businesses in many ways. As the global economy continues to enter into a recession many brands are tightening their budgets and really guarding against what they spend. Though we are in a post-COVID recession it doesn’t mean that you need to sacrifice your public relations efforts or team. Matter of fact it’s more of a reason to leverage your PR during a recession. 

Here are 5 reasons why it’s important to follow that strategy: 

1. Gaining Voice in The Marketplace 

There will be many businesses that cut public relations during the recession in order to save money. But this is an opportunity for your business to gain a voice where your competitors have left. It also helps you to build further brand awareness and share your story. 

2. Boost Online PR 

Online has been the go-to source for everything, especially during the global lockdown. This is your chance to boost your online blog, join forums, and be part of the conversations of what’s happening in the world by showcasing your expertise. 

3. Learn About Your Audience 

Engage with your audience actively across social media platforms and listen to what they are saying. Find out about their needs, what are they searching for, and analyze the information to get a better understanding. 

4. Strengthen Trust

Create a connection and relationship with your audience. It’s also a great way to serve as a resource for your customers where they can gain information. 

5. Do More With Less

Here’s your chance to test out different types of campaigns such as creating stories or other forms of content that showcases your organization’s values, community relations, viewpoints, or more. 

PR is going to be one of the most important tools during a recession. It’ll help you get in touch with your audience, find new ones, and even develop different ways to better communicate with customers. 

Don't Hire A PR Agency, Instead Do These 3 Things to Get Publicity

When it comes to publicity we all need it especially if you’re running a business. The reason why it’s so valuable, its third-party validation of your brand. One great publicity hit can increase sales and boost your brand awareness. Highly coveted types of media are either getting onto a national news segment or a globally recognized magazine which rarely happens overnight. That is the reason why so many brands and businesses hire public relations agencies, which can get pricey. 

If you have zero budget or don’t have the extra revenue to spend on a PR agency here are the 3 things you should do instead: 

1. Know Your Angle 

An angle is basically the core point(s) similar to having a catchy headline. Every business should have 5 points ready to send out. For small businesses, it’s a good idea to have at least 3 and no more than 5. 

2. Knowing The Target Audience

It’s not just about your brand’s audience but it’s also knowing who the targeted media’s audience is. There are certain media that might appeal more to women and if your product is for women it could be a match. The importance of knowing the media’s audience will help you better position your story and pitch 

3. Pick Up The Phone 

Yes, it sounds very simple but surprisingly not many people do this. Find the telephone number of the journalist you’re trying to reach and call them. Pro Tip: don’t call the general newsroom number your pitch will get lost in the shuffle. Today we’re all very reliant on emails and journalists get hundreds if not thousands of pitches. Which means it’s easy for your pitch to disappear in the pile. The best time to phone a journalist is between 9 AM to 11 AM, anytime after that they are busy. 

It’s definitely possible to get free PR in major outlets and publications without spending a ton of money. All it takes is some time, research, careful planning, and diligence. If you don’t get picked up by any segment or publications keep trying. Sometimes your angle is just not a fit at the time or it’s not what they’re looking for.

Make sure when you pitch that you’re sharing with journalists how your brand or business can change the lives of their audience. Always think about their audience. If you pitch solely about your brand and business it’s the quickest way to get passed over. 

8 Ways to Work With Demanding Clients

Clients come in all shapes and sizes some are easy to work with while others have a list of demands that must be met. As publicists and PR agencies, our role is to work alongside clients without sacrificing our values. It takes time and understanding in order to create a great working relationship with clients. The most important part is that we are actively listening and not constantly speaking. We need to understand our clients’ goals and needs. 

For those who are wondering how to work with clients who are demanding, it’s crucial that you evaluate if their demands are realistic and attainable. Maybe it’s just a matter of adjusting expectations and outlook. Whatever the method you choose to use there are 8 ways to work with demanding clients. 

1. Show Your Value

Demanding clients most likely have been burned before in the past so it’s important that you show them your value as a publicist or PR Agency. When you show your value people are willing to work alongside you. 

2. Overdeliver and Underpromise 

This one is our favorite. Always underpromise and overdeliver what you can do, this will always make you a winner. Too often as publicists and PR agencies, we tend to over-promise and when we fall short it creates tension between us and our clients. 

3. Build Trust 

Trust is MUST in anything you do along with integrity and values. If we don’t have that we don’t have any foundation to work off of. Gaining the trust of your client is your number one priority. 

4. Be Prepared for Difficult Conversations 

There will be moments when you have to have difficult conversations with clients. Don’t shy away from these because clients will respect you more for having the courage to have these conversations. Remember to stay professional even when you’re having difficult conversations. 

5. Be Overly Communicative 

As publicists we are built to communicate a matter of fact it’s the premise of our business. Learn to over-communicate with demanding clients. This will put them at ease to know what is happening and allows them to trust you. 

6. Focus on Goals 

Make sure you are clear about your client’s goals and that you are aiming in that direction. Demanding clients want to see results so being goal-oriented will benefit both parties. 

7. Educate and Educate Some More 

Don’t be afraid to educate your client on the industry news, trends, or what’s happening. Demanding clients will appreciate that you took the time to share additional information with them. 

8. Learn Your Client’s Company Culture & Leadership 

Take the time to know the brand, the people behind it, and who is steering the ship. It can tell you a lot about who you’re representing and it helps you to tell better stories when you’re pitching your client. 

6 Questions To Ask Clients Before Building A Brand Image

Building a brand image for public figures is crucial in order to gain the proper exposure and audience. It’s not just about having a large social media following instead there is an entire persona that needs to be built. Public figures are under the scrutiny of the press and people around them so creating a stellar image for your talent will ensure success along with the right partnerships.

When it comes to curating their image it’s not just about how you as a publicist envision it but instead, it’s finding a way to interweave their authentic personality in order to reflect them in the best light.  Here are the 6 must ask questions when it comes to creating a brand image for your client. 

1. What Are Their Values? 

Ask your clients what their values are and what do they stand for. Take the time, in the beginning, to really understand what makes your client tick and what turns them off. For example, you want to know are they willing to represent alcohol brands or maybe they aren’t willing to talk about politics or religious content. These are all questions you must ask before starting pitching your client for ANY opportunities. 

2. Do They Have Any Causes or Organizations That’s Important To Them? 

It’s very important that talents have a cause or even a few that they are passionate about. Having this gives the audience insight into how your talent thinks and what he/she believes in. 

3. What Is The Best Way They Like to Communicate? 

Knowing your client’s communication style is also key to having an open flow of conversation, not just for yourself but also for the people whom they interact with. Sometimes clients just want you to text them or they just want emails. Whatever their communication style is, you have to respect that and work with it. 

4. How Do They Speak In Public? 

You want to hear your client speak publicly to see where he/she needs to adjust their tone, vernacular, or even body language when speaking publicly. Always remember that our non-verbal communication and body language matters as it tells us a lot about someone. If you have a client who speaks multiple languages, learn each cultural nuances, and make sure you have someone on the team who can help provide insights on how that culture communicates best. 

5. What Are They Expecting Out Of A Publicist? 

This is important because you want to set expectations early and also establish a baseline for your working relationship. Some clients will come to you expecting you to create magic. As much as publicists are talented we are also working with what the client is bringing to the table. Keep in mind that there will be clients that expect you to land them major brand deals but they aren’t as established as other talents. Your job is to let them know what can and can’t be done. 

6. Who Is In Their Circle? 

Learning who the key players are on your talent or client’s team will help you identify team hierarchy. It also sets clear boundaries as to who is responsible for what aspect of your clients’ career. Some talents will have multiple managers, agents, digital teams, personal security, and many more people you need to know about. 

The key to building a client’s brand image is to attentively listen. The more you learn about your client the easier it makes your job as a publicist. 

20 Creative PR Content Marketing Ideas

The goal of public relations is to raise awareness for brands and communicate with the public. Each PR campaign has specific goals and objectives that differ from brand to brand. Right now we are in a content-driven marketing initiative, where content is coming in all forms from videos, to written and even audio. So PR has become a diverse far-reaching effort to communicate with the world. Add in there the rise of various social media outlets, we have a medley of ways that brands get to connect with the world. Challenges arise when we are spread too thin across various platforms which runs the risk of watering down our PR messaging and further confusing customers. 

Each PR campaign you run you also want to be strategically thoughtful in the kinds of content you are sharing with your audience. If you need some inspiration here are 20 creative ideas that you can execute right away. 

1. Offer A List of Benefits 

Most of us love lists, so this would be a great way to showcase the benefits of your brand and how it can change your customers’ lives. It doesn’t have to be a long list, just enough points to pique the interest of your audience. 

2. Share a List of Things To Avoid 

We all want to be prepared so of course sharing a list of what to avoid would help us to lead better lives even if it means interacting with a brand. 

3. Must Do’s List 

This helps your audience to streamline to the most basic important points of what they need to do to take action now. 

4. Question of The Week 

It’s a fun way to engage your audience to get them involved in the story. Asking them to send you their questions and then highlighting the question(s) will show your customers that you are actively listening. 

5. Weekly Round-Ups 

These are great to use for newsletters, blogs, or podcasts. It gives the audience a quick update without being long-winded.

6. Predicting Future Trends 

By using this method it’s a great way to also position yourself as an expert in whatever industry you’re in. 

7. Behind The Scenes Moments 

We’re always curious to see what goes into creating anything. This also gives customers the feeling that they are being invited into something that not everyone has access to. 

8. Interview Industry Experts 

We all want to hear from experts. It’s how we learn and evolve as humans. 

9. Tip of The Day 

These are similar to Instagram quote cards, they can be quotable’s and easily shared with others. 

10. Step-By-Step Demonstration 

Many people want to know how they can do things themselves, so tapping into the DIY space can also help your brand gain awareness. 

11. Create a “Did You Know” Feature 

This lets people learn about new happenings or new features for your products and brand. 

12. Reporting Polls 

Most of us are willing to take a quick poll or answer a few short questions, so why not utilize this and share your findings with customers. 

13. Create a Weekly Video Tip 

Long-form content can also be useful when it comes to sharing in-depth information about your product especially if your product is a more visual type of product. 

14. Featuring a Celebrity or Influencer 

We all know the power of celebrities and influencers, by featuring them it can give your brand a quick boost in awareness. 

15. Request Videos From Your Customers 

Another way to get your audience involved is to ask them for videos of them using your product or sharing insights about your product. Maybe creative ways they’ve used your product can also be a fun creative way to share with your audience. 

16. Ask Your Customers 

Out of creative content ideas? Ask your audience for input to see what they want to learn from you

17. Showcasing Products in Unique Places 

For a lighter touch, sometimes a photo is just enough. Showcase your product in places where you probably wouldn’t have imagined. This can evoke laughter and engagement. 

18. Surprising Facts 

There’s something about surprising facts that always get the audience excited. 

19. Infographics Are Still Hot 

Infographics aren’t going away, it’s a fun quick way to share a ton of valuable information

20. Tell Secrets 

People love secrets and when you share certain brand secrets with your audience it can make them feel like they are closer to the brand.

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5 Ways To Develop A Better Relationship With Your Publicist

The role of a publicist is crucial when it comes to building brand recognition for yourself or your brand. Many times publicists are behind the scenes working on opportunities that may take months to come to fruition. They’re working their contacts and relationships in order to provide an opportunity for clients to be out in the world. So in turn what this means is that you need to make sure as a client you are doing your share to protect your career and presenting yourself in the right light. 

Remember that just because you might think something is a great idea at the moment but consequences can have a ripple effect with a long echo changing your career trajectory. If you’re working with a great publicist they will guide you and coach you so it’s important that you develop a stellar working relationship with your publicist. 

Now if you’re wondering how to improve your working relationship here are 5 top things to remember: 

1. Be Coachable 

As a client, you have to be willing to be coachable and flexible. A publicist is well experienced in many aspects so if they’re making suggestions it’s strongly advised that you follow those. Publicists only want the best for their clients and are looking to help clients build their brand. 

2. Communication Is Key 

Understand that communication is going to be a crucial component to the success of your relationship with your publicist. They don’t mind read, so you need to communicate with your publicist about the good, the bad, and everything in between. This is so your publicist knows how to create a strategy for you. 

3. Think Ahead 

Sometimes clients are in the moment and forget that their actions have consequences. So before you do something think about how it will affect your circle, your image, and the team you employ. Your goal is to make it as easy for your publicist to be able to work with you. 

4. Professional Courtesy Goes A Long Way 

If you have a publicist make sure you extend professional courtesies to them. For example, there is an opportunity that you would like to pursue and you decide to reach out yourself. This can be perceived as though your publicist isn’t doing his/her job. In these instances, it’s best that you approach your publicist first. When your publicist makes contact on your behalf it elevates your value as a client and a brand. 

5. Manage Your Expectations 

Be realistic with your expectations. If in reality, you are someone who is just starting out don’t expect to land major endorsements or sponsorships. These opportunities take time to build up especially when people are not familiar with your name or brand. 

8 Tips For Landing Media Coverage With Major Outlets

Every brand out there wants to get media coverage with high-profile outlets. This type of coverage is not only coveted but can propel brands in sales and brand awareness. Getting major media coverage isn’t something that’s easy. Keep in mind because they are major media outlets they get thousands of pitches every day. Some viable and some are just not even usable to the reporters. 

It’s no secret that journalists ignore your pitches if it’s not relevant to their beat or even something that’s worth covering. Sometimes you’re pitching the wrong journalist while other times your story won’t resonate with their audience. Think of journalists like social media influencers, they care about their audience and want to provide factual information to them. 

So we know you’re already wondering how you can get in front of journalists who are part of major media outlets. Here are the TOP 8 ways to get noticed. 

1. Email Subject Lines Matter 

An email subject line has the power to get someone to click or simply ignore. Think about yourself, whenever you get an email in your inbox. If the title was something like, “Buy a new product,” you probably would ignore it or drop it into the spam folder. But if the title was something like, “New product saving lives and time,” you might get curious and open it. 

2. Be Patient 

Landing major media coverage isn’t an overnight sensation. It takes time to build these relationships with journalists and get them to trust you as a viable source. Journalists are naturally skeptical because their job is to cover real information. Their reputation is on the line, so that’s why they carefully vet pitches. 

3. Stop Asking for Features 

We all love features but when you keep pitching for features it makes you look desperate. Plus journalists do talk to each other no matter what outlet they are with. Instead of asking for a feature ask how you can help them by providing information for pieces they’re working on or by being a source. Sometimes starting by providing a quote is a great way to build credibility with journalists. 

4. Make Yourself Available 

Most of the time journalists are working stories in real-time and they might need to speak to you right away. If you’re not available they’ll easily find someone else to connect with. Remember journalists have tons of sources to choose from so be ready to answer questions when they need you. 

5. Newsjacking Is A Thing 

If you’re keeping up with the trends and what’s happening in your industry, you might be able to piggyback off of trending topics. A great example to highlight this is when Oreo newsjacked the Super Bowl in 2013, during the on-field power outage. Brand managers tweeted, “You can still dunk in the dark,” resulting in massive media coverage. Another great way is setting up Google alerts of happenings in your industry or even news about your competitors. 

6. Check The Archives

Before you pitch to news outlets take a look at their archives to see if someone else already wrote a story about it. Pitching the same story over to that outlet will show that you didn’t do your homework and you don’t have the journalists’ audience in mind. 

7. Timely News is New News 

Send your pitch early in the morning to ensure that journalists see your email. Sometimes sending it late in the day, they won’t see it till the next day. 

• For a daily morning newspaper, journalists typically file in late afternoon/early evening.

• TV news stations are swamped one to three hours before live broadcasts.

• The deadline day for local business journals that publish on Fridays is generally Tuesday or Wednesday morning, however, you should always double-check. 

Speaking of timely you also want to make sure that the topic your pitching makes sense for the news cycle. If for example, you want to pitch gift ideas for moms you wouldn’t pitch it for a Father’s day piece or feature. 

8.  Build A Media List 

This is super important. You need to have a clear idea of what media you want to pitch to and if it makes sense for your product. List building also takes time you need to research the outlet not just on Google but also on social media. You don’t need a list of 200 journalists to make it a great list, sometimes focusing on your top 20 journalists will do the trick.

4 Steps To Developing A PR Strategy

Getting PR for your brand isn’t just about contacting all the media on your list. It takes meticulous planning, careful research and coming up with a strategy that aligns with your campaign goals. In the beginning, it might seem overwhelming but there are easy steps you can take when it comes to planning your strategy. 

Sometimes strategy planning is best kept simple; it doesn’t have to be elaborate. But you will need a plan to help keep you on track when it comes to consistently building your brand and giving it the awareness that it needs. 

Here are the 4 steps to developing a PR strategy:

1. Decide On One Objective During The Campaign

It’s easy to want to accomplish it all in one campaign, but slow and steady wins the race. You want to pick one objective. PR Objectives will be unique to each business at any given time. 

For Example: If you just launched your business, you want to get your name out there so people know who you are and what you do. The objective is brand awareness. 

Another Example: If your business has been around for a few years and you’ve just released a new collection, you will likely want to get your new products in front of as many of your ideal customers as you can. The objective here is conversions and sales.  

2. Know Your Target Audience

It doesn’t matter how amazing your product is because it won’t be for everyone. When you’re creating your PR strategy focus on the customers your product is for. This will ensure that your PR strategy is specific and will help you create your messaging. 

3. Choose One Key Message Per Campaign 

Your PR strategy can include everything from press releases, news releases, TV, radio, even social media so keeping all messaging cohesive is crucial. During each PR campaign, choose just one unique message. 

For example: If your key message is: “The jeans for curvy bodies,” you don’t want to have a press release mentioning ultra skinny jeans for slim hips. 

4. Create a Budget

Make sure that you plan a budget that doesn’t put you over the top. Be sure to include out-of-pocket costs, staff time, transportation, images, materials, etc.

7 Social Media Myths Debunked

When social media first came out many brands snubbed their noses at the whole idea. But now it seems like no one can live without it especially if you’re running a business. Right now it’s estimated that TikTok has 800 million users per month. Facebook has 2.45 billion active users, Instagram comes in strong at 26.9 million users, Snapchat 210 million users, Twitter 330 million monthly active users and that’s only the US-based social media platform numbers. So based on these statistics, there’s no denying why brands find social media a necessity. 

The challenge we face is that there are so many tips and tricks on how to post, what to post, when to post and even where to post that has brands dizzily fumbling around to get the right strategy. At this point what separates fact from fiction? 

Here’s the roundup of the 7 most common social media myths and how you can debunk them. 

MYTH 1: You Have To Be On Every Social Media Platform 

If you’re busy building your brand you need to find the most effective social media platform that works for you. Every brand has a different strategy so finding the right platform where you can reach your target audience is crucial. 

Letting this myth go means that you will need to figure out your company’s function and role in the lives of your customers. From there decide which account(s) you’ll prioritize and how each social media platform will help your strategic engagement goals. 

MYTH 2: Social Media Is A 24/7/365 Job

It might feel that way but today there are a plethora of tools out there that will help you navigate and save time when it comes to posting. Before you determine which tools will assist your social media efforts to keep in mind that 71% of visitors expect help in five minutes. 53% of users who tweet at a brand expect a response in 1 hour. People who range from 35-44 years old are late shoppers. 

To let this myth go make sure you are scheduling content that lives outside of your traditional workday. Make sure you also have a system in place for customer service and post a mix of promotional and useful content. 

MYTH 3: Publishing Content That People Will Engage In

Today it’s noisy on social media. There are so many posts, blogs, promotional items, tweets that it’s becoming harder to stand out. This means you need to be actively engaging with your audience and you have to get customers to take some sort of action. 

Let go of this myth by considering how often you will post promotional content and how you will work to generate engagement, clicks, and retain attention. 

MYTH 4: Post, Post, and Post Some More

This might work on a small portion but when you post the same content over and over again on your social media channels, it can annoy your customers. Research shows that social media content that performs better, attracts engagement and shares when it contains other forms of media.  

Debunk this myth by considering adding GIFs to your content

MYTH 5: Social Media Opens Us Up for Negative Comments 

Remember social media is social which means it’s going to be a two-way street. You can’t avoid those who will post negative comments. But when it comes to negative dialogue it’s already happening the only difference is that when it’s on social media it gives you an opportunity to respond to feedback, even if it’s negative. 

There’s no debunking this one, but remember that negative comments equal feedback and it provides you with free insights without paying for market research. It’s a great way to improve your brand and offerings. 

MYTH 6: The Bigger The Following The Better 

As much as many of us believe this, the truth is that it may not be the case. It’s a popular practice in the lifestyle and fashion space that brands might buy followers. Today with algorithms it’s easy to spot those who are buying followers. Matter of fact when you do this it brings down your credibility and reputation. Right now there are programs in the marketplace whose sole function is to determine if followers are bots or real. 

MYTH 7: Never Promote Competitor’s Content

Many social media marketers believe that if they promote a competitor’s content that it’ll damage their brand reputation. Actually quite the opposite, because this practice is considered sharing valuable content and the best part is that you never know if it’ll spark a future partnership.