What Our Body is Communicating to Us

By Ronda Williams ─ Marketing and Administrative Coordinator

Twitter: @R_Williams11

Agency life at (W)right On Communications is fun, positive, and fast-paced. We are constantly challenged and live by the motto GSD: Get Stuff Done.  If your work place is anything like ours, you will find yourself taking breaks throughout the day to give your body a moment to relax. Whether you’re working in an office, a hospital, or from home, remember to listen to what your body is communicating.

Here are 5 exercises that I use daily when my body starts talking to me!Skeleton with neck pain Free Photo

  1. Shoulder and Neck Tension Exercises

Slight movements of tilting your head side-to-side, up and down, and around will increase the communication throughout your neck and shoulders. Your head is the main part of the body’s communication system. With that said, “stretching enhances nerve impulse velocity” (the time it takes an impulse to travel to the brain and back to the muscle).

  1. Wrist Extensions

Bending of the wrist up and down helps open the joints to release any air or muscle tension that may be developing from prolong typing movements. This will help boost your creative writing skills and make typing more comfortable.

animated life satisfying fingers stretching

  1. Foot Exercises

Flexing your feet up and down as well as circular rotations help keep your joints flexible and also stretches the muscles in your lower leg and ankle.

  1. Breathing Exercisescat cute animal kitten bed

Not only will your entire body’s communication system benefit from this exercise, but by doing this your stress levels will decrease allowing you to get more done.  If you can simply do 3 deep breaths, I assure you that your body and mind will feel tons better!

  1. Leg Extensions

Extending your legs straight out while you are sitting can help reduce blood clots and promote circulation throughout your bodies communication system. An insider tip for you ladies, this exercise will also help reduce varicose (spider) veins in your legs.

This is the time in life where you should abide by the rule, “Use it, or lose it!”

funny cute exercise toy toy story

An article published by The Business Times says, “Employees who take a walk, stretch or engage in other exercises during breaks could experience a more positive outlook and increased vigor while also experiencing decreased exhaustion and discomfort.”

Listening to your body is key! So take a minute – stand up and stretch or take a walk to the refrigerator for that beer – and remember,

“A healthy line of communication in every part of your body will increase your bodies performance!”

If you want to share your exercises or questions I encourage you to drop me a line below or via Twitter!

3 PR & Marketing Tactics to Dump in 2017

By Julie Wright—President and Founder

Twitter: @JulieWright

Out with the old. In with the new! What stale PR and marketing tactics will you shed in 2017?

I’ve got a few on my naughty list this holiday season. They’re activities that perhaps at one time were strategic but now are automatic things PR and marketing professionals are doing without really thinking. Isn’t it time to leave these three things behind?

  1. Your Press Releases No One Reads

Away documents Free PhotoIt’s well past time to ditch the traditional press release.

If you want media coverage, then spend your energy and budget on developing your brand’s story and pitching it to a carefully cultivated list of media targets.

Just as advertising is the price you pay for being unremarkable, press releases are what you do when you don’t have a real PR strategy.

They’re a PR crutch and are often abused by people who think press releases are public relations.

In 2017, empower your agency or PR department to generate media coverage with creative ideas and storytelling. Focus on your communications goals and then determine if press releases are really going to help you achieve them. If not, get creative and strategic with the tactics that will actually impact your communications and business goals.

While they may not generate media coverage, you can be strategic in your use of press releases.  Use them to raise online visibility for your brand or key content to spur discovery through keyword analysis and search engine-optimized content, and to share exceptional visual content such as great photos, videos and graphics.

Just don’t continue putting them out as a proxy for a real PR strategy.

  1. Your Facebook Page that No One Sees

Facebook social media Free Vector How much time does your team spend drafting and posting content to Facebook? Now how many likes or comments does that content get you? How much traffic to your website? How much brand engagement and equity is all this effort producing?

Be honest with yourself. Is it worth it? What would happen to your business if you dumped your Facebook page? Or your Twitter account, for that matter?

If you’re doing it right, hopefully the answer would be “quite a lot.” Website visits would fall, event attendance dip and top of mind awareness would suffer.

If you can’t answer that question satisfactorily, take a hard look at what you’ve been doing and ask yourself why? Do you know what impact you want this activity to have on your business?

Now flip things around and pretend that Facebook was your only channel for reaching your audience. How would you approach it differently? Would you do more research and target better? Would you dedicate more budget to advertising? Would you study what type of content performs best?

So develop a plan in 2017 to do social media right. Or stop doing it.

Set goals for your social media activity that will support the impact you want to see for your business and then produce the content, schedule, promotion and targeting that will reach them.

  1. The Content You Spend More Time Marketing than Your Actual Product or Service

I get the concept behind content marketing. Provide people with helpful, well-packaged information that draws them in and predisposes them to like, trust and value your business so they’ll consider doing business with you.

Time and money Free Vector Do this on a massive scale and you’ll have a lead generation machine, the theory goes. With every blog post or white paper, an email has been captured so that the prospect can be continuously marketed with more friendly, helpful emails, blog posts and white papers.

That said, it’s a shit-ton of work to do this right. And if you’re the prospect, you could now have five or 10 companies trying to move you through their content marketing funnel. Your email inbox will implode!

So how much of your marketing department’s time or agency budget do you want to spend generating and marketing helpful blog posts, infographics, videos, white papers and case studies, and how much do you want to spend actually marketing your product or service to your target buyers?

I may be out of fashion here, but content marketing has to have jumped the shark a few years ago.

“With over 90% of B2B marketers cranking out ‘content,’ prospective buyers are inundated with information.”

How many buyers will be saying to themselves in 2017, “Boy, if only I could find more content?” I’m skeptical. Content is important but it is not the end in and of itself. It’s the means to an end. So in 2017 stop slaving away at the content game and make sure it’s serving your needs and not vice versa.

What tactics will you be dumping in 2017? Let us know with a comment or tweet!

Robot writing with a pen Free Photo

Trends Come and Go, But These 5 PR Tips Are Forever

By Aisha Belagam—Jr. Communications Strategist

Twitter: @AishaBelaPR

As we get closer to 2017, amidst a flurry of new trends, it is important to remember that the traditional fundamentals of public relations are timeless and the backbone of any campaign, be it 1977 or 2017.

Here are five forever PR techniques that I always return to, no matter what platform, reporter, or message I’m working with:

1) Write well, not good
The digital age has certainly increased the demands placed on public relations professionals. As the role has evolved into a management discipline, strategy and critical thinking drive executions. However, no matter how you slice it, writing continues to be the fundamental skill one must possess to thrive in the industry. Strong writing skills are consistently the top-rated PR skill in multitudes of surveys, including this recent one from Gould and Partners.Typewriter illustration vector Free Vector

Advanced writing skills are more important than ever in today’s changing landscape, where everything is instant. Journalists and PR professionals are dealing with 24/7 deadline pressures, while citizen journalists are simultaneously posting stories, videos, rumors, and statements that can permanently damage reputations. With heightened expectations and less time for give-and-take between journalists and publicists, it is vital that a PR professional can write well and deliver content that can be published as is, if needed.

It’s no wonder why so many PR pros, including myself, have journalism degrees.

2) Do your homework
Want to gain credibility and be taken seriously by reporters? Do your research. Distribution is easy if you spend your time wisely. Rather than blindly pitching hundreds of reporters and publications, spend your time developing a highly-targeted media list with unique angles to work with. You are more likely to spark interest this way. What has the reporter written about lately? How does it relate to your client’s story? Connect the dots and show the reporter why your story is relevant. Remember what runs through the reporter’s mind: WIFM (What’s In It For Me).

3) Put the relations back into public relations
Alluding to my last point, PR/journalist relationships still rest on the rudiments. Good chemistry trumps a random, well-crafted pitch. There is no substitution for real, emotional connection, regardless of how strategic and seamless your pitch is. Behind the screens, we are all humans. Build trust, rapport and friendships with media members and make life easier for both sides. Sure, no one has time for frequent business lunches anymore. Leverage the tools of today to balance it out. A Facebook comment, Instagram like or casual chitchat over the phone can help build that relationship.

“That Facebook video of your son taking his first steps was precious, William. Did he end up making it to the chair with some practice?”

4) Man bites dogyorkshire Free Photo
That sure got your attention. You never read about the dog that bit the man. Or about the plane that did not crash. Alfred Harmsworth’s (1865-1922) words hold true to this day. Be unusual. Make your story different. Offer a unique angle.

Why? Because as New York Sun editor John B. Bogart so eloquently said, “When a dog bites a man, that is not news, because it happens so often. But if a man bites a dog, that is news.”

5) Do the right thing
Public relations professionals face many unique and challenging ethical issues. Simultaneously, protecting integrity and public trust continue to be crucial to the profession’s role and reputation. That’s why it is vital to refer to the PRSA Code of Professional Ethics. Ethics make or break careers. The power of doing the right thing is illimitable.

It’s why I’m a part of (W)right On Communications. We provide award-winning, full-spectrum communications to billion-dollar companies and small businesses alike because we live by these timeless tips as we embrace the ever-changing landscape.

What matters most to you? Let us know in the comments. Or of course, tweet, tweet!

What’s Next: Five Industry Trends for 2017

 

By Shae Geary- Senior Communications Strategist

Industry trends are always a great place to mine for story ideas, especially when working with travel and hospitality clients. Some trends, like Pokemon Go! getaways, are short lived. Others, such as eco-travel, tend to define a whole generation and can change the nature of the industry forever. As the year draws to a close, we can’t resist looking ahead and seeing what’s in store for 2017. While none of us claim to have a crystal ball, here are a few trends (W)right On is keeping an eye on for the new year.

People in social networking Free Vector

Smart Technology: Mobile technology will continue to play a significant role in making travel more convenient and streamlined. Smart companies are embracing the technology and enhancing the visitor experience by putting decision making in the palm of your hand. Expect activities such as checking in to your hotel, controlling the temperature of your room and booking activities all from your phone to become the new “normal.”

Digital Detox: While technology may be making travel more convenient, there’s also a backlash to the digital overload of daily life. The response? Innovative programs and services that allow travelers to get off the grid for a while. Wellness-focused offerings such as digital detox spa retreats, as well as activities like forest bathing, which encourage visitors to completely disconnect and revel in the natural world, will give travelers the peace and rejuvenation they seek.

Hipster Holidays: Thanks to the millennial generation, more travelers are choosing to explore lesser known cities and destinations. Along with the desire to go to unique places, this group also seeks authenticity and genuine, local experiences. While not a new trend for 2017, hyper-local activities and edgier, undiscovered venues will continue to appeal to this highly influential, independent traveler.

Glass pint tankards Free Vector

Beer-cations: Craft beer is having a moment. For the travel industry this has meant an increase in travelers who specifically seek out destinations with a strong craft beer vibe. Taprooms, beer events and other tasting experiences are the cornerstone of the beer-cation experience. However, look for the theme to show up in unexpected ways, too. On your next vacation, don’t be surprised if you are tempted by a beer-infused spa treatment or a “beer-tail” that features a unique blend of craft beer and traditional cocktail ingredients.

Solo Travel: At a recent media event, I was surprised when not one, but two female writers admitted that they enjoyed camping alone. It turns out that this may not be as surprising as it seems. According to Lonely Planet, a recent survey of 300 travelers indicated a majority of respondents planned to take a solo holiday in the coming year. Easy access to travel planning resources and the ability to stay connected while on the road are thought to be key influences in this current travel trend. Solo travelers like that they can set their own itinerary and feel that the experience enables them to more easily meet new people and immerse themselves in the local culture and surroundings.

What travel trends have you noticed that seem to be gaining in popularity? Drop us a note and let us know!

Make My Social Media Post Go Viral

By Kat Beaulieu, Communications Strategist

“Make my social media post go viral”

It’s what every client wants and the gold standard for measuring social media success. Plus, who wouldn’t want to be the genius behind a post that goes viral?

And yet, it is an elusive goal that faces many challenges, not the least of which is that most clients tend to want to promote their products and services, which is in stark contrast to a site like ViralNova, whose whole raison d’être is to produce “the latest interesting, hilarious, and mind-blowing stories on the Web.” Additionally, many clients are risk adverse, so what is interesting, hilarious or mind-blowing to social media consumers can be terrifying to clients.

Nonetheless, it is important to at least sustain high levels of interaction with your content and to aspire to make hitting the viral jackpot a regular mission. In the metrics-driven business of PR and marketing, raising your clients’ numbers in social media likes, engagement and “People talking about this” will rely on your ability to generate engaging content. Even if none of your posts go truly viral, getting some reaction will be critical to maintaining and growing your social media page’s engagement.

Since most of us have clients who are not ViralNova, I humbly present a formula for generating engaging social media content that fits you, or specifically: FITC U

The FITC U formula can help you create content that is relevant to your client or brand and also hits on something that is:

  • Funny
  • Intelligence massager
  • Truth
  • Cute
  • Unbelievable

To elaborate:

  • Funny: Most people share posts online that are humorous. Reinterpret your product or service in an unexpected or humorous way. Sell socks? Use a sock monkey puppet. Sell stocks? Create a faux investor report about an impending IPO for zombie repellent. Be creative, but know your audience and what will resonate with them.
  • Zodiac Pool Systems combined humor and popular culture in this relevant, funny meme.
  • Intelligence massager: You’ve seen these—“75% of people will get this wrong!” People love to let their friends know how smart they are. Create a simple puzzle or quiz that begs people to answer. By answering, they’re engaging and their engagement will get shared on friends’ feeds. Tie your quiz in with #TriviaTuesday for added visibility.
  • The Weather Channel cleverly tied in the names of winter storms with this quiz.
  • Truth: this follows similar psychology to the ‘Intelligence massager’ in terms of tapping into people wanting to share their wisdom, but instead of being formatted as a puzzle or quiz, it is a statement or set of statements. I use the term “truth” here to imply more of a personal truth than a factual one. Think of celebrity quotes or meme-friendly statements like “Not all those who wander are lost” and “Successful people forgive others.”
  • Cute: babies, puppies and kittens, plus goats in pajamas. Need I say more? #caturday #sundog
  • Tri-City Hospital Foundation’s video of Leo the dog driving an electric car was a hit.
  • Unbelievable: Think of incredible, mind-blowing things that will prompt people to use the “wow” emoji, like “A ball of glass will bounce higher than a ball of rubber” or “In 616, King Rædwald of East Anglia is conquering Northumbria (Northern England) at the Battle of the River Idle while The General Grant tree is born in Kings Canyon National Park.” Incredible photos work too.

What’s the secret to building a viral social media post? Make your post hit three or more of the formula’s elements.

And remember, if you’re having trouble creating content that FITC U, you can always switch things up a little, in which case you may end up deciding to FUC IT.

Need help killing it with social media that FITC U? Don’t give up, reach out, we can help.

Values, Experiences, & Beliefs: Understanding Your Audience

By Grant Wright, CEO

It’s interesting to me that some people seem wired to presume the worst or best in someone, no matter the actions of that someone. Standing on opposite sides of a big ‘6’ laid on the ground, two people will see the same thing but think differently. One sees a six, the other a nine. Both are right, but both could be adamant the other is an idiot.

When developing a position, we rely on three things – our values, experiences and beliefs. Values – the principles, standards and qualities that guide our decisions and the way we live our lives – are formed starting in childhood. They influence our judgment and, relatively speaking, over time become deeply set within us. Changing them is like changing the course of a supertanker by a rubber dinghy pushing on its side.

Experiences, too, are even further on the spectrum of being unchangeable. While we can later reinterpret the experience perhaps with a different lens of new information, the factual experiences themselves are set like values and not within our control.

Beliefs, on the other hand, are within our control. For example, whether you choose to believe the worst or best in the current presidential election, chances are you’ll be right, or at least think you are. While values and experience are relatively set, it’s beliefs we seek most to influence.

At (W)right On, we’re often heard saying ‘before communication starts, know your audience’ and ‘understand your goal of the particular communication.’ Is it to inform? To change an opinion? Cause an action? And this brings us back to understanding the audience’s values, experiences and beliefs, the last of which you may seek to change. But how to do this?

1. Research!

Before we begin engagements, we’ll often tell new client partners that they should expect to see fewer overt outcomes in the earliest days as this period should allow for behind-scenes research if not already conducted. It’s important to understand the target audience demographic and its alignment, or not, with the given product or service. Trying to communicate the merits of skateboards to senior citizens is like trying to sell retirement packages to 15 year olds. Our goal with research is to ensure communication programs are first accurate before they’re precise.

Creating a fake ‘ideal’ customer persona; studying competitors and how they connect with their audiences you wish were yours; monitoring social media discourse; conducting a survey and meeting one-on-one with members of your target audience are all ways to help know your audience better.

2. Strategy & Tactics

From there, strategy can be developed and tactics deployed to influence beliefs. These might involve bringing the person around the table to see the 6 or 9 from the other’s point of view; modifying the skateboard to a scooter, or the retirement package to an education package; or engaging influencer communications as part of a pull strategy. If we understand our audience, their values, experiences and beliefs, we can then develop a strategy that they are more likely to respond to.

3. Measurement

…a sticky word in public relations but absolutely essential. If your strategies don’t deploy feedback mechanisms and measurable parameters, how will you know if your strategies and tactics to shape beliefs are effective? Some of these parameters might be readily observable – social media statistics, share of voice, top of mind awareness, increased sales demonstrably linked to a specific campaign – while others like brand valuation measurement are less so. At (W)right On, being able to measure and then hone our efforts for best effect are so important that we’re certified by the Association of Measurement & Evaluation of Communications (AMEC) based in London, UK.

4. Close the Loop

With research, intentional strategy, tactics and measurement, closure for best effect comes by not being rigid in approach. Sometimes a communication program will begin with one strategy perhaps even influenced by best practice or success from another industry, but then adapt and become even stronger with new technology or information gained from effectiveness assessment. Some call this ‘continuous improvement’, but really this is just the machinery of a good communication program at work. More broadly, this is also reflective of communication industry evolution for those who keep up.

At (W)right On, we know perspective and context are key in communications, just as are continuous learning, new technologies and an open mind. Whether people see a six or a nine, both are right. Now that that’s settled, where do you go from there?