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!

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?

How to Write Winning Award Nominations

By Chance Shay, Senior Communications Strategist

“You play to win the game.” As a sports enthusiast, this is one of my favorite quotes. When it comes to organized sports, if you’re not playing to win then what’s the point? The same thing goes for submitting award nominations. To make sure you’re helping your organization get the recognition (and buzz) it deserves, here are the four key elements to writing award nominations that win.

1. Focus on the category: There are a ton of award categories, which means your award nomination needs to emphasize how your product/service/organization is outstanding in that specific area. If the award category is about innovation, focus on how your widget solves a problem in a new way or how it created a new class of products. Many organizations make the mistake of writing award nominations that explain how fantastic their product is in a breadth of ways. Instead, focus on how fantastic the product is as it pertains to the one category. This will help reduce wordiness of a nomination, better hold judges’ attention and gives them everything they need to know to evaluate your product without having to dig through the nomination for it.

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2. Write for the criteria: All sound awards programs lay out criteria against which nominations will be judged. Use those criteria as an outline for your nomination. Make sure you clearly and succinctly address each aspect of the criteria within the context of the larger category. If pricing isn’t part of the criteria and your widget doesn’t have a price point benefit, don’t distract from what’s remarkable about the widget by mentioning its price. Also, don’t get lost talking about the widget’s features. Instead, discuss features in terms of the benefit they provide- feature A makes the product more reliable, feature B allows it to solve the problem faster, feature C relieves a pain point that’s a barrier to entry for a wider audience. Judges don’t care as much about what the widget is as they do about what it achieves.

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3. Use figures: Anyone can add superfluous adjectives to an award nomination to make it seem more impressive than it really is, but numbers don’t lie. Include data on how successful the product launch was, figures on the number of times it solves a problem, or show metrics that illustrate the benefit of the widget. If the figures included in your nomination are bigger and better than that of competing nominations, it doesn’t matter how much a competitor embellished on their nomination description. Use stats to your advantage.

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4. Make a good first impression: Set the tone for which your nomination will be judged with an opening statement that clearly conveys why your organization deserves to win the award. Assume the judge will only read the first sentence of your nomination. What MUST they know and understand about the widget? Build your opening statement around that and be sure to showcase the passion your organization has for what the widget achieves.

Write Winning Award Nominations
Bonus tip: Incorporate visuals! Depending on the award program size. Judges may have to sift through hundreds of nominations and can get cross-eyed looking at block of text after block of text. Use visuals- from infographics to product marketing photos- to show them how awesome the widget is, rather than just tell them. For nominations that don’t allow you to upload and send visual files, incorporate links to online-hosted visuals within the nomination text itself. Sure, not all judges are guaranteed to click the links to see the visuals, but it will give your nomination the edge for those that do.

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The point of submitting an award nomination isn’t to say you’ve nominated your organization for an award. The point is to win the award, tell your audience about why you won the award, differentiate your organization from competitors and boost sales or fundraising. By following these four (or five) tips, your nominations will be better positioned to help you win, and that’s what it’s all about.

Need a little help winning attention or awards for your organization? We are all about achieving wins for our clients. Let us know what a win looks like for you, and we’ll let you know how we can get you there. Email cshay@wrightoncomm.com to start the discussion today.

The Secret to Becoming a PR Expert

By Julie Wright, President

It’s what every bright up and comer wants to know. How do I become a PR expert?

What’s the straightest line to the top? What blogs do I need to follow? What technologies do I need to use? Are there short cuts?

If you aspire to be an expert in PR, there is one thing you need to know and to do.

The answer to becoming an expert transcends conventional wisdom or insider scoop because it is backed by scientific research.

Social scientists have studied this question because it is an important one and has significant implications. In fact, in demanding, complex jobs like PR—particularly in an agency environment—research has shown that the top 10% produce 80% more than the average. Even in low complexity jobs, the top 10% produce 25% more than the average.

So researchers isolated and removed all variables – how much people practiced, worked, studied, networked, got lucky, etc. — to identify the single factor that most correlated with becoming a top performer.

But before I tell you what it is, I’ll tell you that it’s entirely within your control. It is an internal factor. And it’s not talent.

J.K. Rowling was once jobless, living on welfare and deeply depressed. She was also rejected countless times by publishing houses for Harry Potter and the Philosopher’s Stone. Now she’s a billionaire and one of the world’s best-known authors.

Rowling worked through her setbacks and spent five years penning her first Harry Potter book and never gave up on finding a publisher. She was going to be an author.

Michael Jordan didn’t make the varsity team when he tried out as a sophomore. But he went on to be one of the best basketball players of our time.

Jordan famously said “You must expect great things of yourself before you can do them.” Clearly, when he thought about his future, it was as the best basketball player he could be.

So, here’s the answer to the question “How do I become an expert?”

It’s your commitment.

Ask yourself “How long do I plan to do this?”

If the answer is “for a couple of years,” “until I start a family” or “I’m not sure;” you can still do well but it’s unlikely that you’ll get to the top of your game. If you answered that question with “forever,” “this is my life’s work” or “until I’m the CEO;” you are on your way to a level of achievement few attain.

If you don’t believe me, read more here in my favorite weekly blog, Barking up the Wrong Tree, by Eric Barker. It is worth subscribing to as it is always filled with wisdom backed by social science—or as Eric explains “science-based answers and expert insight on how to be awesome at life.”

Barker’s post on how to become an expert includes seven other tips. It’s well worth the read if you’re serious about becoming a PR expert.

The 411 on Social Media Best Practices in 2016

By Kara DeMent, Communications Coordinator

With more than two billion active social media users today, having a presence on social media is a must for brands that want to get noticed. With “best practices” and social media platforms evolving and ever-changing, it can be tough navigating the social media landscape to create effective campaigns.  If you want to be a savvy social media communicator in 2016, here are five ways you can stay on top of the game.

1. Inspiring Visuals

Use strong visuals that leave a lasting impression. Content paired with a great picture creates 650% more engagement according to recent studies. Recently, WOC helped hospitality client partner, Delaware North, secure the win for Best Use of Visuals from PR Daily – a great example of how creating captivating visuals can help your social media presence stand out.

2. Consistency is Key

Content says everything about your brand. And if you’re not consistent with creating and producing your own content, your brand will feel it. Continuously producing good original content gives you a better chance of being seen by your audience. The more you produce, the more love you’ll receive from your audience – although this depends on what your brands/clients’ needs are, you don’t want to over produce or under produce, so always keep this in mind.

3. Follow the Golden Rule

Whether it’s a fun visual, new product launch or exciting announcement; share, like and comment on content that other brands and influencers of interest to your audience produce. This exposes you to others who in return, may also share your content and help increase your followers and help your engagement. Give and you shall receive.

4. Engage Your Audience

Those of us who are social media pros don’t post content for the fun of it. We post for the opportunity to help our clients raise awareness, drive interest and build relationships. In order to make that opportunity a reality, that means we engage with our target audience by answering questions, commenting, sharing and liking content. The more you engage on social media, the closer you’re to achieving your client’s business goals.

5. Measuring Success

Measuring your social media results only helps you better your social media strategy. It shows you what’s working and what isn’t working. It gives you the leisure to experiment with what works for your brand. If you’re not sure how best to measure your results, the “Big 4” from Buffer is a great guide to follow.

If you’re still stuck on breaking through social media, our team at WOC can get you on the right track. Give us a call or find out more about our capabilities here.