What Are Micro-Influencers and Why Are They Important?

In this new digital age where influencer marketing has taken the world by storm, it’s important to understand the various aspects of this powerful marketing tool. When it comes to social media, influencers come in a wide variety of niches and audience sizes. If you work in the digital marketing industry, the term “micro-influencer” is an important one to know.

As a global PR agency that works closely with influencers all over the world, our team at The Chi Group has learned a lot about the power of the micro-influencer. In this short guide to micro-influencers, we will break down what the term means and explain why it’s something you need to know about. 

What Are Micro-Influencers?

To understand what a micro-influencer is, you must first know what an influencer is. Influencers are defined by the Cambridge Dictionary as people who affect or change the way other people behave. In 2021, these are the people with thousands of followers on social media. Influencers regularly partner with brands to market their products, a term labeled as ‘influencer marketing.’ 

In the most basic sense of the term, micro-influencers can be described as influencers with under 10,000 followers. At first glance, you might wonder how someone with such a limited following can be called an influencer when compared against people with follower counts that feature two or three extra digits. However, the power of the micro-influencer is not to be overlooked. 

Why Micro-Influencers Are Essential in Marketing

Many brands put their focus into working with the influencers who have amassed hundreds of thousands of followers, passing over micro-influencers in the process. This is a mistake. Not only can you cut back on significant costs by partnering with micro-influencers rather than big-name influencers, but data shows that micro-influencers get far better engagement across all platforms. 

Because micro-influencers have smaller platforms, they have the unique ability to connect with their followers on a deeper and more personal level. This equates to a stronger level of trust and higher engagement. In fact, a 2018 study showed that influencers with just 1,000 followers generated 85% more engagement than influencers with 100,000 followers. 

One of the main reasons why influencer marketing works is that it’s built on trust and authenticity. Personal interaction goes a long way in developing a connection between follower and influencer. Major influencers with hundreds of thousands of followers aren’t able to interact with their follower base in the way that micro-influencers are, which is what makes the voice of a micro-influencer so powerful. Their follower counts may be significantly lower, but they’re made up of loyal people who trust their opinions. 

Takeaways 

If you’re looking to promote your brand presence and increase profitability, partnerships with micro-influencers can be an invaluable tool for success. You can pay X amount to work with an influencer who has a 10% engagement rate, or pay a fraction of the price to team up with a micro-influencer with an 80% engagement rate. 

This is not to say that there aren’t benefits of working with large influencers, because those partnerships can be wildly beneficial in getting your brand in front of a huge audience. It simply means that you should not underestimate the power of the humble yet mighty micro-influencer. 

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Public Relations vs. Marketing: Which One is Right For You?

For professionals working in the corporate communications industry, there is a common question that we are all asked at some point in our careers: What’s the difference between public relations and marketing? 

While those on the inside might be flabbergasted by the question, it’s easy for people on the outside looking in to get confused by what differentiates the two. Our skilled team of PR experts at The Chi Group is here to clear things up. 

What’s the Difference Between PR and Marketing?

Whether you’ve recently graduated with a communications degree or are looking to switch industries, it’s important to understand the differences between PR and marketing before you can make a decision on which one is right for you. While there are similarities and some companies even combine the two jobs into one team, there are several distinct differences that separate PR from marketing.

Once upon a time, differentiating between public relations and marketing was pretty easy. In the age of social media where platforms like Instagram and Facebook are built on a combination of the two, it’s a little more challenging to decipher where one ends and the other begins.  

If you came for the short answer, we’ll give you a hand: Public relations focuses on promoting the reputation of a brand or company, while marketing focuses on promoting specific products and increasing sales. For the long answer, let’s dive right into it.

What is PR?

The Oxford Dictionary defines public relations as the professional maintenance of a favorable public image by a company, organization, or person. In layman’s terms, PR professionals are responsible for maintaining a positive reputation and building relationships for a brand. 

The target audience for a PR professional consists of shareholders, the media, and the general public. A day in the life of a PR professional may look like writing press releases, monitoring public opinion, creating social media content, and attending press conferences. Success is measured by positive media exposure and public perception. 

What is Marketing?

Marketing is all about making sales and increasing revenue. According to the Oxford Dictionary, marketing can be defined as the business of promoting and selling products or services. Professionals in this arena are responsible for conducting advertising and research initiatives that result in sales for the company or brand. 

For marketing professionals, the target audience consists of current and potential customers. A day in the life of a marketing professional could look like creating new advertising campaigns, creating social media content, conducting SEO research, and monitoring the latest market trends. Success is measured by short term results and revenue increases. 

Which Career Should I Choose?

While public relations is more about long term results and marketing looks more at short term results, both are intertwined in their overall goal of increasing profitability for a company or brand. PR professionals achieve this goal by focusing on perception, marketing professionals achieve it through a focus on sales. You can’t do one without doing a little of the other. 

The choice between public relations and marketing really all comes down to whether your interests align more with selling or influencing opinions. Regardless of which path you choose, it’s bound to lead to an incredibly rewarding career. 

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The Importance of Hashtags in PR

Hashtags are nothing new to the social media scene, but many people still don’t understand the crucial role they play. Much more than a simple metadata tag, hashtags hold the power to connect your brand’s thoughts with a much larger audience. 

Often used to promote user engagement and create value for a business on social media, hashtags have become increasingly important to brand success in recent years. What started as a fun trend has become a necessary component of content strategy. 

With millions of posts on social media platforms like Instagram and Twitter, standing out can be a challenge. Hashtags enable businesses to increase their brand visibility in an easy, searchable way. Let’s dive a bit deeper into how hashtags can help your business and break down the different types of hashtags. 

The Power of Hashtags

Hashtags can be a powerful PR tool when used the right way. They enable brands to extend their reach and social media presence beyond just their followers. By joining the major trending topics across social media platforms like Twitter and Instagram, your brand can connect with a larger audience and reap the benefits of greater visibility. 

With more visibility, your brand is able to create a broader audience, which in turn will increase the likelihood of new leads for your business. By conducting hashtag research and keeping your finger on the pound symbol, you can ultimately increase profitability levels for your business.

Types of Hashtags

Before diving into the world of hashtags, it’s important to understand the key differences between the three primary types of hashtags that exist. 

Brand Specific Hashtags: These are great for creating a lasting impression with your audience. They should be unique, memorable, and representative of your brand’s personality. These types of hashtags are perfect for promotions and events, both short-term and long-term.

Campaign Hashtags: Best when used for a specific product launch or ad campaign, these types of hashtags help to promote user engagement surrounding your campaign. Campaign hashtags hold the power to increase brand awareness and generate a larger reach for your campaign. Many companies will even hold social media giveaways in association with a campaign hashtag to increase usage of the hashtag. 

Trending Hashtags: These can be tricky. Trending hashtags are the hashtags currently being used by millions of users across a social media platform. Oftentimes, trending hashtags are related to current events going on in the world. Before taking part in a trending hashtag, it’s important to ask yourself if your brand can bring value to the hashtag. If so, it can be a great tool in expanding your reach. If not, your post will likely just get swallowed up in a sea of other posts. 

Hashtags can be a tremendous PR tool in promoting user engagement, increasing brand awareness, and improving the overall success of your business. If you want your business to thrive both on and off social media, make sure you understand how to use this powerful tool to your advantage.

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4 Ways PR Has Expanded

Public relations has undoubtedly advanced since the creation of the first press release in 1906. Content creation, event planning, and public speaking are all now considered the responsibilities of public relations professionals. With the pandemic forcing everyone to connect online, and the digital media age making global communication easier than ever, here are four ways public relations has expanded for the benefit of the client as well as the practitioner.

1. Publicity & Press Events

Some of the biggest events of the year, including Apple Inc’s annual conferences, are events created solely to generate publicity for a company or an upcoming product. It’s a big way to garner media attention for a firm but requires a lot of planning, budgeting, and effective execution in order to be successful.

2. Social Media Content Creation

While some firms have positions that are dedicated just to the creation and publishing of social media content, many public relations practitioners are well versed in creative platforms so they can create content for clients if the opportunity arises. Instagram story highlights, animated Facebook posts, YouTube thumbnails, and more are all things that public relations professionals make to ensure cohesion amongst a client’s social media presence.

3. Brand Spokesperson

A public relations practitioner's job of managing the image of a brand sometimes means acting as the company spokesperson. When the need for information arises, the brand spokesperson is the go-to contact for interviews, statements, or quotes made on behalf of the company in its entirety. It is crucial that this person not only understands the company and industry in which they operate but also maintains their own image to be seen as trustworthy in the public eye.

4. Integrated Marketing Communications

As digital media expands and continues to advance, the responsibilities of marketing, promotion, advertising, and public relations positions continue to overlap. The blurring of these lines means that these departments work together more and more to create succinct, coordinated marketing plans on behalf of clients, and each department must understand the unique role they play while also relying on the work of others to be successful. 

Like many industries, public relations and brand management is constantly evolving. What used to be an almost back seat role in the corporate world is now growing to include things like social media content creation, executing company-wide events, and more. As the world continues to adapt to the global health situation, timely and accurate communications will continue to be a necessity, and the role of the public relations practitioner will grow to meet the ever-changing landscape of society.

Top 5 Social Media Mistakes To Avoid

In today’s day and age, social media is one of the most powerful marketing tools a brand can utilize. It can help businesses reach levels of success that they never could have reached otherwise. However, as helpful as social media can be, it can be just as detrimental. From small mistakes that leave customers with questions to big mistakes that tarnish your brand name, all social media mistakes can be avoided. 

As an award-winning global PR agency, our team at The Chi Group has learned quite a few tips and tricks on how to properly manage social media platforms. To help prevent you from making the same blunders we have seen so many times before, we have rounded up the biggest social media mistakes that you should avoid. 

Here are the top 5 social media mistakes to avoid: 

1. Failure to Engage

Social media is not meant to be a one-way street. If you’re simply posting to your social media platforms and then signing off, you’re doing it wrong for so many reasons. First of all, the algorithm on many social media platforms favors posts with more comments. The more you interact with not only your posts, but with other accounts as well, the more visibility your brand will have. 

Secondly, interaction breeds loyalty. It takes only a moment to respond to a fan comment, but it can go a long way in building relationships with your customers. 

2. Taking A One Size Fits All Approach

Various social media platforms have their own unique personalities, audiences, and content types. Posting identical posts to each of your social media platforms is ineffective and will not produce the results your brand is looking for. 

It’s important to learn who your audience is and how they communicate on each platform. By tailoring your messages to be platform-specific, you can make sure your efforts are well-received. 

3. Over-Posting or Posting at the Wrong Times

Both of these can be equally damaging to the success of your social media posts. While it’s important to post frequently, none of your followers want every other post on their feed to be from your account. The sweet spot for most social media platforms is around 1 to 2 posts per day. 

Additionally, make sure you’re making the most out of your posts by posting at the time of day when your follower engagement is the highest. This can vary depending on the age group and geographical location of the majority of your followers, so do your research. 

If the majority of your followers are based in the eastern United States and are active primarily in the afternoon, then your posts are pretty much guaranteed to flop if you’re posting at 4 AM EST. 

4. Focusing Only On Sales 

As a business, it’s expected that the majority of your content is going to be about your products and/or services. However, social media is all about connection. Your followers want to feel connected to your brand, so avoid focusing only on self-promotion.

Switch it up on occasion with thoughtful posts about recent events, relatable insights, and inside looks at the things that matter to your company. With the global pandemic leaving people around the world feeling isolated, it’s more important than ever for people to feel connected through social media. 

5. Using Lackluster Visuals

One of the most important aspects of social media is the visual component. When people are scrolling through their Instagram or Facebook feeds, you have an exceptionally small window of time to capture their attention. If you’re using lackluster stock photos or poor-quality visuals, people are going to scroll right on by. 

Make sure you have a dedicated staff member or agency partner who focuses on creating visual content that is both consistent and high-quality. Poor visual content is not only likely to inhibit your brand from gaining followers, but it reflects poorly on your business as a whole. 

By avoiding these major social media mistakes, you can achieve greater success both on social media and in your business. Work smarter, not harder! 

5 PR Predictions Shaking Up 2021

It’s that time of the year, new year, new you. Or rather new PR trends. We’re a few days into 2021 and already there are some predictions that are going to reshape the PR industry. 2020 was definitely not a skate in the park and we’re all hoping there are some improvements on the horizon for 2021. 

But that doesn’t mean there aren’t any predictions in the PR world. Matter of fact PR is ripe with changes amidst COVID. What worked for you last year probably will not be as impactful. 

Here are our 5 predictions shaking up PR 2021 

1. Pitch and Prove 

The days of simply sending out a press release are gone. The media wants proof and rightfully so. Pitching a client simply for the sake of pitching will no longer hold weight as there needs to be some sort of proof within to solidify the story ideas. 

2. Niche It 

PR will continue to be more streamlined in the sense that you will see specialty PR agencies. With new industries being birthed throughout the pandemic, PR pros are also changing the way they work by focusing on a specialty area of practice. 

3. PR & Marketing Becomes One 

If you haven’t heard this yet, it’s happening. Marketing and PR are starting to meld into each other. Consumers are becoming savvy to traditional marketing tactics, so it would make sense to combine both disciplines. The benefit of this is that it will further solidify your transparency efforts with your brand. 

4. Numbers Speak 

Today with all the tech-savvy platforms that give voice to brands and causes, your data will be relevant. It’s the measuring stick for success and failure of campaigns across the board whether you’re talking digital or traditional marketing. Get clear on your numbers, it will only help you. 

5. Human Experience 

During the pandemic, so many of us crave human connection. This year we will see that more and more brands will be speaking straight from the heart. Consumers are demanding honesty, compassion, empathy and so much more that goes into creating that authentic human connection. At the end of the day, it’s going to boil down to the kind of experience that you will give to your audience base and customers. 

As 2021 continues to morph and play out we’re going to see some more seismic changes in the industry. PR professionals will have to be nimble this year. Many of the strategies from last year will not work and we all continue to find new innovative ways to serve our clients.

What Do Publicists Look For In Clients?

When it comes to hiring a PR agency, it is not just about clients researching agencies. It’s also important for publicists to research clients. As a PR agency, we continually look at our clients' reputation both online and offline. This is to ensure that when we are pitching clients they are represented in the best light and there are no surprises around the corner. 

At the end of the day, your publicist’s name is on the line. It’s also their reputation that can be jeopardized if a client lacks integrity. Therefore they will do their due diligence to protect their reputation along with their clients. Now some might say it’s out of the scope of work for a publicist but these days it’s a must-do. 

In the age of digital technology news gets spread very quickly and the publicists who are prepared will know how to best handle crises. We’re all humans and make mistakes but some hardline rules can’t be ignored. 

If you’re wondering what publicist look for here they are: 

Online Integrity and Behavior 

How are clients connecting with the public? Without an audience, there’s no brand or business. The way clients connect with their audience is a tell. How they handle confrontations and disagreements online is another thing to pay attention to. 

Photos 

Photographs are critical pieces of proof. If your client isn’t acting with integrity and once those photos are circulated it becomes hard to take them back. Taking photos with other people is a must but make sure clients are aware of photo etiquette. The last thing you need is when your client has success in their careers that questionable old photos resurface. Clients who are in the public light such as actors or actresses need to be extra careful about how they pose for photos. One wrong pose can send a flurry of press storms or even end careers. 

Bad Press 

Part of reputation management is looking to see if your client has any previous bad press or any pending bad press. Publicists should regularly check to make sure their clients’ reputations are in tack. 

Verbal Skills 

We want to know that if we get our clients in front of the camera, they will be able to eloquently speak. If your client isn’t a great public speaker then you want to consider looking into a speaking coach for your client. 

SEO and Google 

Today everything is Google-able. Part of making sure your client stays relevant is to Google them. Make sure features or online interviews are writing with SEO in mind so you can maximize your client’s exposure. 

Some might say this is going overboard for a publicist but this is exactly what differentiates a great publicist from a mediocre publicist. There are plenty of publicists out there in the world but how closely they pay attention to detail is crucial. Just because you get a publicist who will charge you a very low retainer each month doesn’t mean you will get quality work. Great publicists are expensive for a reason. 

Lastly, from the client-side, you have to be mindful of your publicist. Make sure you ask yourself does your behavior or actions affect your publicist. They are putting their name out there to vouch for yours. It’s not just their reputation you could jeopardize but also their relationships. 

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.