Going Up? Why Elevator Pitches are a Brand Essential

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Erica Schlesinger, Communications Strategist

We’ve all been there – grasping for the right words when someone says, “tell me about your business.” Worrying about sounding unique, professional, cool, innovative and established in one fell swoop can seem like a daunting task. The good news? It doesn’t have to be.

This, friends, is why we – individual professionals and brands alike – need to master the art of the elevator pitch. This statement, so named because it can ideally be uttered in the length of an average elevator ride, provides a simple and standardized way to communicate your brand’s perspective, values and accolades to networking connections, potential clients and investors… you name it.

Here at (W)right On, we have our own agency elevator pitch, which we all use quite a bit:

(W)right On Communications is a full-spectrum communications agency, with capabilities in PR, branding, design, development, content marketing and more. We work with an array of local and national client partners in industries including hospitality, healthcare, nonprofit, land development, technology, energy and professional services on projects ranging from media relations and social media to video production and Web design. As an agency, we excel at helping interesting people doing interesting things share their expertise with the world.

Of course, this isn’t a script – we each add our own flair and flavor to make it authentic. But the message remains the same. We tell our client partners, particularly those who engage with the public a lot, that having a solid elevator pitch is a key component of a solid brand.

It’s like a logo or a website – your calling card and first impression to the business world. And everyone likes to make a good first impression, right?

An elevator pitch can really follow the five Ws of journalism – who, what, when, where and why. You need to translate who you are, what you specialize in, who you work with and your core ethos or mission effectively and concisely.

WOC’s communicators are always game to drum up a new elevator pitch. However, if you’re a DIY kind of person, take a look at some pointers from other business-savvy folks via Business News Daily.

 

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The Never-Ending Question: What is PR?

PR

By Julie Wright, President

Sometimes I wish I were a doctor, police officer or bartender so that when asked what I do for a living, my answer wouldn’t produce that awkward pause followed by, “So what is PR exactly?”

A LinkedIn poll found PR Manager to be the seventh most misunderstood position in the workforce. (Fun fact: The poll asked parents to explain what their son or daughter does for a living, and 42 percent of respondents said they couldn’t accurately describe the PR profession. I’m not sure my parents really know what I do, either).

Unexpected NumbersApparently, public relations is a tough concept for many people to grasp. In a way, it falls in the grey area of other practices, such as marketing, advertising and journalism.

Sometimes our tasks overlap and we may take care of a brand’s marketing. Many PR practitioners have writing abilities on par with the best journalists. Yet public relations has its own arena and should not be lumped together with other professions.

For the hundreds of people that are bound to ask you, “PR? What’s that?,” PRSSA developed this crowdsourced definition:

“Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”

For a more down-to-earth explanation, you might just say:

“I achieve media coverage for our client partners as well as maintain relationships for them.”

Similar to a marketing professional, we want to improve our clients’ images, yet PR has an entirely different approach. We invest our time in the relationships that make a difference and use these to best help the brand. In helping earn our clients media coverage, we create awareness and hopefully interest from potential customers, donors, investors and others. We’re able to preserve and heighten our clients’ reputations by communicating where their target audiences are.

Sometimes our goals are the same as an advertising campaign’s, but rather than paying to put our clients’ messages out, we earn people’s attention by being exciting, fresh, unique or relevant to their interests.

Sometimes our goals are the opposite of an ad campaign and we’re helping our clients manage unwanted attention. When things go wrong, contrary to popular belief and pulp fiction, we don’t cover things up, but instead attempt to explain the issue in a transparent and ethical way.

Today, we’re not just earning attention and managing reputations through media exposure and special events, but through clever, strategic social media and content creation programs.

Although PR is a very misunderstood profession, it’s an essential part of business for brands to survive and thrive.

 

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The 5 Best Ways to Manage Your Time

time

By Danielle Cobb, Communications Coordinator

Looking at your entire day from a bird’s eye view can be a daunting task. When your to-do list keeps getting longer and the day shorter, staying focused on the job ahead often seems impossible. In reality, you can’t do everything in one day.

Learning what’s important and what can wait until tomorrow is crucial to productivity, and your sanity for that matter. Over time, you pick up different tips and learn what works best for you. Here are some time management hacks I’ve learned along the way.

Get OrganizedDisorganized

Organization is key. It’s a motto to live by, if not one of the most important lessons to learn.

Start the day by making a to-do list, then prioritize tasks by what absolutely needs to get done and what can wait until later. To make life a little easier, group similar items together. If you know you have 20 emails to write, knock them out in one sitting and check it off your list.

Tackle Heavy Hitters Early

Instead of putting off big tasks until later in the day, tackle them first thing in the morning. Some call this “eating the frog first.”

We often procrastinate and leave the most important items until last, yet the longer we delay, the harder they become. You’ll have peace of mind knowing the tough stuff is out of the way and the rest of the day will be that much easier.

Take Breaks

Our minds aren’t meant to run continuously at full bore all day long. And if you’re like me, staring at a computer screen all day doesn’t help.

Take a break to recharge and refresh. You’ll come back energized and with a fresh perspective.

Though it might seem like a good idea to power through, your brain may start to retaliate around 2 p.m. Even if you don’t take a traditional lunch break, it’s good to get out and take a walk or workout.

Your mind will thank you.

Minimize Distractions

distractions

When you’re constantly checking and answering emails, perusing social media, or checking your phone, it’s incredibly difficult to get anything done; and producing great work is nearly impossible. Try to minimize distractions by setting aside time throughout the day to check these things. Maximize productivity by blocking off time to focus on specific tasks. If you have a project that really needs attention, disconnect yourself entirely (even if it’s just for half an hour) so you can bang it out. You’ll save time and be able to get a lot more done throughout the day.

Get Adequate Sleep

This may sound like a no-brainer, but getting a good night’s sleep is important for productivity during the day. Quality shuteye will help you stay focused and be on top of your game. Lack of sleep doesn’t only affect work life, but your personal life and overall wellbeing.

Managing your day for maximum productivity and efficiency can be tough. The tips above are what I find to be most helpful, but if you have some secrets of your own, please share them in the comments below!

 

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Best Practices for Tech Startup PR

By Molly Borchers, Sr. Communications Strategist

Since the start of 2009, venture capital firms have deployed more than $31.5 billion across 3,308 deals into Silicon Valley-based tech startups. Here in San Diego, VCs invested more than $270 million in the first quarter of 2015 alone.

Startups are innovating at a fever pitch, but with so many new companies hitting the market, getting noticed can be a challenge. It’s hard to compete with the next Uber. There’s a lot of noise out there and attention spans are short. Also, journalists are increasingly being bombarded with pitches, making it hard to sort out the substance from the fluff.

That’s exactly why tech startups need good PR.megaphone

It doesn’t take a rocket scientist (or genius programmer) to know that positive media coverage can introduce your company to new customers. But it also enhances your credibility, making investors more confident in the promise of your product or service.

That’s why at (W)right On, we always advise tech startups to invest in PR before anything else. But many times, especially with new, early stage tech startups, there isn’t an outlined budget for marketing. Or, the startup founders are too busy to dedicate the time and resources toward a successful PR program.

You don’t have to be as grandiose as Steve Jobs and captivate the world at MacWorld to get media coverage, but a successful launch or program does require creativity. Here are a few best practices that we’ve learned over the years for getting PR for your startup:

A splashy launch is worth its weight in gold:launch

Your product is out of beta, the bugs are worked out, and you’ve nailed your messaging, value proposition and competitive differentiation. Now it’s time to let the world know you exist! The old adage, “if you build it, they will come” no longer applies. No offense to Kevin Costner and “Field of Dreams,” but it just doesn’t work that way anymore.

We recommend that tech startups hire a PR firm to develop a killer launch strategy to get in the media and in front of customers. Yes, it is an investment, but it’s one that will pay for itself if done correctly.

Depending on the startup and their customers, we’ve done everything from influencer targeting, giveaways, press conferences (in-person and digital), launch parties, desksides (one-on-one meetings with journalists) and more.

It takes creativity to get noticed:

Say you’ve already launched. Maybe the company has been around for a year or more. Things are going well, but you could stand to get more buzz. The most important thing we tell our clients is that an old product won’t continue to get press unless the company does something creative to earn it. Tech journalists tend to cover:

  • Company launches
  • New products/product launches
  • Data/trends/statistics
  • Helpful infographics
  • Important partnerships
  • Case studies
  • News coming from top companies like Apple, Google, Microsoft, etc.

If you don’t have any “news,” case studies or product launches in the queue, then you’re going to need to get creative to get attention. Often for clients who have this dilemma, we’ll develop a thought leadership campaign where we’ll draft a series of topical articles and shop them to various magazines and blogs in the target market. Or, we’ll design an infographic, develop a creative stunt or commission a survey to earn media attention.

Form relationships with media contacts:

Your PR firm has scored you a media interview. At first you think, “awesome, this is going to be great!” Then, the next thought might be, “oh sh*t, I hope I don’t screw this up.”

First, we always encourage that our tech startup spokespeople get media training if they’re not already experienced in that area. This gives said spokespeople the confidence to know they are not going to look like a complete wanker to the journalist.

Next, remember that every media interview is an opportunity to form a relationship with someone new. You’re not simply adding that journalist to your Rolodex, but potentially meeting someone who could become an advocate for your company. When you form genuine relationships with the media, they will often look to you as a source for stories (yay, more press!) and perhaps they’ll be more benevolent (within the limits of their job) if crisis strikes.

So keep in touch with the journalist. Comment on their articles. Follow and RT them on Twitter. Send them articles you think they might want to read, or email feedback about the things they write themselves. Be open and transparent (not defensive) during the interview process. Take them out to lunch or drinks with your PR rep on a quarterly basis to learn more about what they’re working on.

This is just the tip of the iceberg, but we’ve seen firsthand how good PR can help tech startups standout from the competition, get in front of new customers and impress investors.

Do you have anything to add? Let us know in the comments!

How I Survived My First Networking Event

Networking

By Chris Jensen, Jr. Communications Coordinator

Networking is the easiest way to make a connection that doesn’t involve a glowing screen. While LinkedIn may be quick and easy, “connecting” is not as memorable as shaking someone’s hand and having a conversation.

Since PR is built on relationships, we enjoy our fair share of networking at (W)right On. It was only a matter of time before I was tossed into the ring.

Karl-Strauss-Beer-GardenMy first event was Inbound Marketing Week, and luckily for me, it was held at a brewery. I had a great time at the event, and the tips my colleagues gave me at a team brainstorm helped me navigate this new, uncharted territory (The beer didn’t hurt either).

Here are a few key points that helped me through my first venture into networking:

  • Don’t want to go it alone? Team up with a buddy (non-colleague) in your industry. This is a good chance to nurture a relationship with an existing contact. Plus, if other coworkers are at the event, this will give you the opportunity to divide and conquer.
  • In order to get in the right frame of mind before you attend the event, set the goal of meeting interesting people that do interesting things. That’s a much less daunting goal than saying, “meet three qualified prospects.” If you go in with the mindset that you’re only looking for new business, you could turn people off.
  • Think about 2-3 questions you want to ask someone in advance – don’t jump in empty-handed! Have a couple go-to questions as backups if there’s not a unique talking point right off the bat. To that point, ask questions to lead down the path about how you can help. One of our favorites? “How do you get the word out about your business?”
  • Quality over quantity. Meeting ten interns from various businesses may be easy, but having a great conversation with the CEO could be the start of a new partnership.
  • Yet, we can’t forget our next rule: Be nice to everyone, even if they’re not necessarily a direct prospect. Remember the six degrees of separation!
  • If all else fails, look for the person standing on their own. They’ll be grateful you approached them and saved them from that awkward moment. Or, if you see someone standing alone while you’re already speaking to someone, give him or her a smile and welcome them into the conversation.
  • Don’t limit conversations to people similar to yourself – stay open to everyone. While it might be easier to strike up a conversation with someone your own age and likeness, try stepping out of your comfort zone. That’s the beauty of networking – you never know who you will meet.
  • Don’t forget your business cards, and be sure to give them out. Know your elevator pitch – sometimes you only have a few seconds to explain yourself.
  • Be a connector. Is there someone from your existing network that you can connect a new contact with? In PR, marketing and similar professions, it’s important to provide value with connections.
  • Follow up via email within 24 hours. Make time that night or the next morning to send emails to everyone you met. It’s one of the easiest ways to be remembered.
  • Use a spreadsheet for following up with new connections. Organization is key in our industry, therefore, you should keep track of connections you wish to continue a relationship with. Set reasonable times to follow up so you don’t risk forgetting or annoying someone.
  • Maintain your connections with LinkedIn and social networks. While I believe it is better to connect IRL, social media helps to keep new relationships top-of-mind.
  • And remember: networking can begin as soon as you step foot out of your car, so always be on your game.

I walked into my first event a little nervous and unsure what to expect. Yet, after chatting with the first couple of people, I realized the easiest way to go about it was to just enjoy myself. Sure, you may have goals going in and specific people to meet, but the best way to achieve these is to have a good time.

Cheesy? Maybe, but you’re more likely to make real connections when you’re natural and upbeat, rather than a card-pushing robot.

Any favorite networking tips you rely on? Let me know in the comments.

 

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

increase in visualsBy Chance Shay, Communications Strategist

In 2015 it’s impossible to browse a news site, scroll through your social media stream or learn about an innovative product without coming across an infographic and there’s good reason for that.

Humans are consuming more information than ever before. In fact, in 2008 Americans consumed about 1.3 trillion hours of information outside of work. This works out to an average of nearly 12 hours per person per day, which means most American’s are constantly consuming information other than when they sleep.

With so much information coming at a person each day, how does a brand communicate in a way that gives itself the best chance at having its information capture the attention of current and prospective customers?

Visually.

In addition to allowing information to be consumed easier, infographics lend themselves perfectly to the modern culture of social sharing. The cool designs, fun visuals and interesting kernels of data make infographics the perfect content to share with Twitter followers, muse about on YouTube channel,s up-vote on Reddit or even write a blog about (this blog about infographics being good for blogs = blogception).

But enough words, we’ll let the visuals do the talking. The good folks at NeoMam Studios put together an awesome interactive infographic webpage (we LOVE HTML5 too!) illustrating thirteen reasons why your brain craves infographics. Some of those images are below, but visit their webpage for the full list.

And remember the golden rule: if you can communicate your message visually, do it.

visually wired

information overload

visually persuasive

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