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!

The Buzz About B Corps – Why You Should Care

Photo Credit: B Corporation https://www.bcorporation.net/
Photo Credit: B Corporation https://www.bcorporation.net/

By Kat Beaulieu, Communications Strategist

Remember when you were back in business class and it first dawned on you that the system is rigged against people who want to do good AND make money? I do. It was one of those “Wait – what?” moments where I felt another shred of my ignorance/innocence slipping away.

My big “a-ha, well-duh” moment followed this obvious nugget of truth: corporations are legally obligated to make money for their shareholders, so their decision-making is necessarily driven by profit. Non-profits on the other hand, are legally forbidden from making a profit, so they’re actually discouraged from creating wealth for their employees.

In my own selfish way, I remember thinking my choices were to either embrace a life of poverty working for a non-profit, or cobble together some financial comfort by turning a blind eye to some of my ideals and working for the big, bad corporation. I suppose I’d had enough of the starving student scene and a martyr I am not, so off to the corporate world I went.

I’m certain I wasn’t the only person faced with this decision, and fortunately there are some smarter and more committed people than me who have been working to change the system, so that now (since 2010 in Maryland and now in 30 U.S. states and the District of Columbia), there IS an alternative to choosing between non-profit or for-profit. It’s called a benefit corporation, or B Corp, and it is both shaping and shaking up how business, employee recruitment and consumer spending are going to look in the near future. Why? Because Y and Z.

Generations Y and Z, that is. Unlike prior generations, Y and Z haven’t had to sever that part of their conscience that chooses between “good” non-profit and “evil” for-profit, because they’ve grown up with companies like Patagonia, Ben & Jerry’s and Seventh Generation showing us that companies can be both for-profit and good. That’s exactly what B Corps are – they are people using business as a force for good™. They have shareholders, but they’re not exclusively tied to them—they’re also legally obligated to serve their mission, which can be anything from delivering shoes to third-world children to achieving world peace.

 

The B Corp movement is one of the most important of our lifetime, built on the simple fact that business impacts and serves more than just shareholders—it has an equal responsibility to the community and to the planet.

Rose Marcario, CEO of Patagonia

 

Y and Z can choose to give their money and their brains to “good” companies, and that’s exactly what they’re doing. What this means for traditional corporations is that in order to remain competitive for Y and Z’s brains and share of wallet, they’re going to have to start upping the ante in terms of the “good” they’re doing inside and outside of the organization. And these are the stories that need to take priority in press releases. These are the stories that are going to capture media attention, get shared on social media, and ultimately drive Y and Z’s choices.

Why (or Y) is this important? Because Ys, whom we define as those ages 18-34 in 2015, now number 75.4 million, surpassing the 74.9 million Baby Boomers (ages 51-69) in the US.

Are you panicked yet? You should be! The B Corps are coming and if your PR strategy has been focused exclusively on profits and growth, it’s time to change tactics. Talk up the great initiatives your employees have been collaborating with non-profits on, and the positive impact your organization has had on your community. Turn your eyes to measure the social good you’ve achieved each quarter, rather than earnings alone.

So whose wallet and brains is your organization targeting and what mediums are you using to get those stories out? Is it time to YZ up?

Kat Beaulieu would love to repent for some of her ideal-stomping past and help you craft a YZ targeted communications strategy that profiles the social good you’ve been up to. Get in touch.

Hospitality PR Pros: Interview, Don’t Pitch, Travel Writers

By Julie Wright, President

Twitter: @juliewright

What happens when 25 travel media and an equal number of hospitality PR professionals are put in a room together for lunch? First, it gets really loud.

Second, if those 25 travel media are from Vancouver and the travel PR pros are from California (including destination marketing professionals from San Diego and Palm Springs), they’ll quickly find a lot in common.

For example, Vancouver media like sunshine: we have a ready supply! They like active outdoor fun: we make great hiking, surfing and cycling buddies. They’re into fresh, healthy and creative dining washed down with a delicious craft beer: all are abundant in San Diego and California.

A couple weeks ago was National Tourism and Travel Week in the U.S., and I spent Tuesday at a Visit California luncheon at the Vancouver Art Gallery talking with Canadian travel media about our client partner Visit Oceanside.

The format of the event was a progressive luncheon where the media stayed at one of five tables and the hospitality PR representatives rotated to a new table with each course. It was a fast, fun way to make sure everyone got a chance to connect and enjoy quality time.

I have attended similar events in Vancouver and the Bay Area about a year to a year and a half ago. At those events I was representing all of our hospitality PR clients – from Tenaya Lodge at Yosemite and Sequoia and Kings Canyon National Parks to hotel and resort properties in Carlsbad, Del Mar, North Park, the Gaslamp, Coronado and Borrego Springs. Each has unique qualities (natural splendor, historic preservation, beach fun, desert serenity, hipster chic, family escapes, spas, wellness, fantastic dining and stargazing) and I felt such pressure to get each of their stories out and cram all of the information I could into every encounter I had. At the conclusion of those prior events, I felt like I hadn’t really made the connections or created the opportunities that I had set out to build.

With that in mind, I changed my approach for this luncheon. Instead of trying to get my story out, I focused first on the travel writer’s stories. I learned as much as I could in the time available–what do you write about, who do you write for, what drew you to travel writing, what have you written about most recently, what kinds of stories do you like to tell, what do you think of San Diego and California?

And a funny thing happened. I learned enough about each writer and TV producer to know which travel experiences and story angles would resonate with them. I now know who wants to cover skate parks and extreme sports spotlighting Oceanside’s active lifestyle opportunities. I know who wants to pursue the perfect fish taco. I know who might like to drive the Hops Highway (or at least sit shotgun for a North County beer tour). More than that, I also felt like I made some new friends and sincerely hope to welcome these folks to Oceanside over the coming year and share a future meal or drink with them.

All that is left to do now is ask them what time of year they’d like to make the trip, follow up and get it on everyone’s calendar.

At (W)right On Communications, we’re always evaluating and evolving our approach to getting our clients’ stories out. If you have a hospitality story you want promoted, we’ve got the perfect connection. Get in touch and we’ll match your story with the ideal storyteller.

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.