Community Involvement Matters

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By Grant Wright

At (W)right On, we’re frequently asked to become engaged in community affairs of some sort – support a political cause, gauge the pulse of an issue, contribute to a worthwhile endeavor – and in as balanced of a way as we can, we often say yes.

We’ve supported at-risk youth; senior Olympics; domestic violence prevention; independent living for disabled adults; cancer prevention; youth sports programs; student academic scholarships; hospital programs; and more. Additionally, team members engage individually in support of men’s health issues, high school and college student mentoring, and a number of worthwhile causes.

Unless you live under a rock, community involvement matters… to a degree. There will always be more to be done than time or resource allows, so ‘everything in moderation’ is probably apt here. So what are considerations as you think about why and how to engage in your community?

Benefits

  • Community engagement is often smart business. It expands your brand, is a source of intelligence, fosters teamwork and enhances morale, and provides your organization a higher sense of purpose.
  • It makes a difference – to the community and sphere that is your influence. A simple effort or gift of timely wisdom can literally change someone’s life in far more profound ways than the effort or thought needed.
  • It feels good – doing the right thing always does, and in that it contributes to improving the community in which you live, it comes right back to you.
  • It provides a sense of purpose and direction.
  • It sets an example for others – your engagement can have a multiplier effect.
  • It’s fun – Involvement in the community expands your circle of relationships and can often serve as stress relief.

Potential Pitfalls

  • Community involvement can overwhelm or be extremely time consuming. It may be worthwhile to begin with something simple and consider additional support from there with better insight.
  • It can just be more work, busywork or misdirected – it is important to have reasonable understanding and expectation of the benefit you’ll be causing.
  • It can take time from professional and family growth – there are only 24 hours in a day for all of us, and if engagement involves some sort of financial assistance it’s important this is done in a balanced way with all the demands upon your time and resources.
 

At (W)right On, we take great pride in all of our community involvement endeavors. It’s the right thing to do and it’s smart business. Plus, at its core, good communications is all about creating connections and building communities. But especially as we begin to approach the “giving season,” it’s important to consider the size and scope of your community involvement.

What are some of your favorite ways to get involved in the community? Let us know in the comments.

12 Signs PR Agency Life Isn’t for You

By Julie Wright

1. Month end is just another day to you.

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2. You’re happiest doing one thing at a time.

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3. You don’t read the by-lines as closely as the articles.

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4. You don’t measure your life in 5 minute increments.

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5. You come up with song hooks instead of news hooks in the shower.

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6. Your only sense of urgency is when the barista takes too long with your latte.

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7. You had to Google KPI.

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8. You think the work day is 9 to 5.

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9. You wouldn’t describe yourself as a people person.

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10. You follow the Kardashians more closely than Facebook’s algorithm changes.

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11. You fall asleep Sunday nights with no thought to the client projects waiting for you Monday morning.

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12. You fall asleep Sunday night.

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Best Practices: Increase Your Chances of Breaking Through the Clutter with Mobile-Friendly Emails

 

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By Shae Geary

As professional communicators, we are always looking for the best strategies to ensure our messages break through the daily clutter, whether it’s getting media to read our press releases, consumers to respond to a promotion or stakeholders to connect with a newsletter.

According to recent studies, upwards of 67% of all emails today get read first on a mobile device, meaning that using mobile-friendly email designs can be the difference between getting someone’s attention or falling into a black hole. The takeaway: the easier our messages are to read on the go, the more likely we are to create wins for client partners.

For all companies, mobile-friendly email design is a smart practice to adopt. Many online email marketing programs make it easy by offering plug-and-play templates for everything from newsletters and press releases to invitations and e-blasts. For those who opt to create their own design, here are six quick tips for making sure your emails fit nicely into the palm of your audience’s hand:

  1. Shortened Subject Line: The optimum character count for a subject line is much smaller for a mobile device than a desktop. Subject lines of 25-30 characters are a best practice for mobile-friendly emails.
  2. Single Column Format: Simple layouts better accommodate differing screen sizes and generally don’t require the reader to work (i.e., scrolling side to side) to read your message
  3. Less is More: Your audience has a limited attention span. Keeping the copy concise and to the point is a good practice for any email, but especially important when it comes to small screens.
  4. Supporting Imagery: Photos should support the message, but not be relied upon to tell the story since some mobile devices use photo-blocking software. Photo file size also should be small.
  5. Enlarged Font Size: The less your audience has to strain to read a message, the more likely you are to get the point across. A minimum text size between 12pt and 14pt is a good guideline.
  6. Space to Click: A little white space near clickable links is a good idea when it comes to mobile design and allows a clumsy thumb or index finger to get the click on the first attempt.

When Relationships Reign Supreme, the Most Important One is with Your Client

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By Chance Shay

One of the first things you’ll learn in this industry is that PR is all about relationships. Successful agencies have strong relationships with journalists covering beats relevant to their clients and with industry influencers who can open doors. The best PR pros also have relationships with leaders at complementary organizations for collaborations that amplify their results. In PR, it really is all about relationships, but the most important relationship to nurture and grow is the one you have with your clients. Luckily, there are easy ways to make sure clients feel the love and remember your name the next time their friend’s company is asking where to find good PR help.

First, don’t send follow up emails. We’re all guilty of the “just following up” notes. Some appreciate the friendly reminder that something is outstanding on their to-do list and it shows the agency’s ownership of a task. But does it really? Owning a task means you’re seeing it through and making sure you’ve done everything possible to achieve the objectives. Ask yourself, “Does sending a follow up note help me achieve the goals of the project?” Your note might remind them that they need to take action, but what you’re really looking for is the result from their action. Instead of just following up, help them take action. If you just need the client to make a decision, provide new insights or perspective to move the process along. If more is needed, for example, when the client owes you a bylined article, take the first stab so they have something to respond to. Even if you missed the mark, it could help them visualize what they want to the piece to look like and they’ll appreciate you getting it started. Which leads to the next point…

Make sure you’re making your clients’ lives easier. Looking at the big picture, a PR agency’s role in business is to help the client make more money. By publicizing them, we provide additional opportunities to do what they are already doing — whether providing more of their service, selling more products or making a larger impact for their cause. Everything we do as PR professionals boils down to whether or not it made it easier for our clients to make more money. Companies hire PR pros because they aren’t experts in communication, we are. Often they’re indecisive because they don’t understand the nuances that separate a good campaign from a great campaign. Make their life easier by helping them feel informed and empowered. A bonus outcome is that they’ll appreciate you for the campaign strategy and results even more.

One of the easiest ways to support a strong client relationship is to provide agendas at all meetings. Whether it’s a quick FaceTime chat on a new tactic or a strategic brainstorm with all the decision makers, providing an agenda tells the client there’s a purpose for the meeting. It’s subtle, but helps reinforce agency value. Agendas remind clients why they are spending 60 minutes meeting with you instead of doing something else. Clients appreciate when you value their time and in return, will value yours as well.

Finally, make connections for clients. This is the most impactful tip as you could provide an additional bottom line benefit for their organization. When you’re networking, think about how each person you meet could benefit from connecting with your client, or vice versa. Your new contact might not be a prospective customer, but if it helps achieve the overall goal, your client will appreciate it. In addition to providing value, it also shows the client you’re thinking about them and their goals even when you’re off the clock.

As Maya Angelou famously said, “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Be intentional with how you make clients feel and when you foster that relationship, you’ll set yourself up for success.

What I Learned as the PR Manager for a High School Newspaper

KPBy Katie Page

Katie Page has spent the last two summers as (W)right On’s summer intern. As you can see from the post below, she is a rock star and is now a freshman at Chapman University, studying for her B.A. in Public Relations and Advertising.

I am a storyteller. It is my passion, my biggest weakness and my greatest strength. So when I was asked to write a blog post for (W)right On Communications about my time as the PR Manager for the Torrey Pines High School newspaper, the Falconer, I was both elated and terrified.

PR is about telling a story, but the people reading this are well aware of that. When I sat down to write this story, my mind became a blank slate, and not the kind that offers infinite possibilities. I couldn’t find the words to express what I’d done for the Falconer in regards to PR. Did I have examples of the results of the tactics I implemented? Sure. Did I have words of wisdom to share about what I’d learned during my time as PR Manager? I suppose. But it all seemed dry and worthless to professionals like yourselves. So after weeks of hitting delete, I decided that I’d tell you this story in a way that reflected not only what I’ve taken away from my PR experiences, but also who I am.

I will admit that I have several stereotypical teenage tendencies, like excessively checking social media. So believe me when I say that nothing epitomizes teenage interest like the never-ending stream of trends on social media. Therefore, if one wants their attention, social media is the most logical method of getting it.

falconsAs the Falconer’s former PR Manager, I was charged with growing subscriptions and grabbing the short attention spans of my youthful peers. The first few months on the job weren’t exceedingly notable, but then I realized that I was missing the storytelling aspect of PR. If I wanted the stories that filled the inky pages to leap out and grab the student body, then I was going to have to use social media to tell the Falconer’s story before its articles had the chance.

In an effort to attack the challenge from all fronts simultaneously, I broke down our viewers into interest-based categories: news/entertainment and sports. To capture the sports fans’ attention, I revamped the Falconer’s Twitter feed. Each game, tournament, match or meet would be tweeted about and contain the opponent, score and an event highlight. This way, the dedicated sports fans could read about the event without having to leave the comfort of their couch, where they were most likely watching the professional version of the same sport. These constant updates served as reminders to our athletically inclined followers that we were always there for them, and that we gave them just enough information to stay in the loop. Thus, when the paper came out every month, those fans couldn’t get enough of the sports coverage we had to offer.

In order to engage those who lacked an interest in athletics, I beefed up the Facebook posts that advertised each issue’s release. Every post had a breakdown of each section’s highlights in an effort to draw in the type of readers who weren’t satisfied with a blurb of information, but rather wanted to know it all. Previously, the post reached as many Facebook friends the PR Manager had, as he or she was the one who made the post, but I wanted to broaden its reach, so I had every staff member share the post and click the box indicating their attendance. This expanded the post’s views from roughly 400 people to well over a thousand.

grandmaEven students who didn’t attend TPHS were aware of the upcoming issue and its intriguing focal points. And Aunt Debbie who lived in a small town in Minnesota could read the post’s excerpt of the news section and feel compelled to have Johnny send her a copy of the paper, or better yet, send her a subscription form.

I did my best to create a new story for a newspaper, something already filled with diverse and meaningful stories. It seemed ridiculous, but it worked. Circulation increased and I walked away with priceless knowledge and a new career aspiration.

 

Check out our similar blog posts:

How I Survived My First Networking Event

Hashtag Flawless: The #CallMeCaitlyn Transformation is PR Gold

 

To Do Good, Communicate Well: Public Relations Tips for Non-Profits

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By Molly Borchers, Senior Communications Strategist

One of the things I love most about my job is meeting great people doing great things for the San Diego community. I have the privilege of supporting the community relations department for one of my client partners, which means I help them spotlight the great work of compassionate organizations like Ocean Discovery Institute, Jacobs and Cushman San Diego Food Bank, Workshops for Warriors and many others.

Nonprofit-word-cloudAfter moving here from Ohio, I was struck by the beauty of San Diego’s beaches, bays, palm trees, rivers, canyons, mountains and deserts. With a little time, I was equally in awe of the people who are so deeply connected to their tight-knit communities, of all the passionate innovators who live here, of just how much people love this town.

As of 2014, there were 9,364 501(c)(3) non-profits in San Diego County. That’s a lot of people doing a lot of good. But a major problem for these organizations is that they often don’t have the time or the funding to toot their own horns.

It’s critical for non-profits to raise visibility in order to get funding and fulfill their missions. Here are five communications and public relations tips for non-profits who think they don’t have the bandwidth or budget to promote themselves:

  1. Map out a plan: At the beginning of each year, make it a priority to develop your non-profit’s communications road map. There may not be a lot of time or resources available, but try to carve out space for one promotional activity each month and set calendar alerts to stay accountable.

An example of what that could look like? Perhaps in January, you write and distribute a press release about a fundraising event you’re having. In February, send out a targeted media pitch on the topic you’re trying to generate awareness for. In March, apply for a major speaking opportunity. And so on. By making sure you have at least one activity a month, you sustain the communications momentum with the least time investment possible.

  1. Leverage strategic partnerships: I don’t have to wax poetic about the value of building your network. Once your network is in place, though, leverage the help of strategic partners to support your communications efforts.
    1. If your non-profit has received a corporate grant, ask that organization if they’d also be willing to support you with promotion.
    2. Try meeting people in the communications/PR field. You never know what counsel or advice they’d be willing to give.
    3. Collaborate with other non-profits with similar missions to see if you can pool resources.
  1. Don’t ignore free tools like blogs and social media: I’ve spoken with non-profit leaders who view social media as a low-priority, time-sucking task. This couldn’t be further from the truth. Organizations of all types have three communications channels: paid (advertising), earned (media coverage) and owned (websites, blogs, social media, newsletters). Only one of those is truly free.

Why eschew free platforms where you have the opportunity to both control the message and engage directly with potential donors and volunteers? My tip: find 1-2 hours to develop a strategic social media and blog plan. Then, hire an eager college intern to help execute. They can schedule most social media posts in advance via HootSuite or Buffer. Blogging brings excellent SEO benefits and can help elevate your website to the first page in Google. By using an intern to help, you’re helping them build their portfolio (doing yet another service to the community) without taxing your regular staff resources.

  1. PR measurementBe intentional with measurement: Often, communicators confuse output with outcome. For example, an output is “number of media mentions” or “speaking opportunities secured.” However, an outcome would measure the impact of that effort. Did your communications efforts increase volunteer inquiries or donations? That’s where the measurement gets juicy.

I recommend measuring a bit of both. Perhaps set a goal for number of media placements and then measure them on a graph against website visits, number of volunteer inquiries and donations, then see how the promotion efforts correlate with your desired outcomes.

  1. Ask for help: Don’t be afraid to ask the experts for a little help. There are several communications agencies who offer services priced to be very friendly to non-profit budgets. Sometimes there is even an opportunity to receive pro-bono work, depending on your relationship with the agency.

Work for or volunteer for a non-profit? If you think we can be of assistance, let’s connect. Email me at mborchers [at] wrightoncomm.com. Engaging in highly targeted, measurable social media, PR, multimedia programs can help you achieve your mission.

 

Check out our similar posts below:

5 Essential Elements of Every Community Outreach Plan

How Infographics Work and Why Your Brand Needs to Use Them More