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

 

Mobile e-mail

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.

Why PR is Becoming a Visual Game (and How to Win)

Wonka meme

Remember when you were a little kid and your parents asked you to pick out a book to read? Did you gravitate toward the one that was a sea of black-and-white letters, or the cool one with lots of colorful, eye-catching photos?

In high school geometry, which was the better textbook? The one that wrote out how to determine the surface area of a trapezoid, or the one that showed you?

Even now, are you more engaged and likely to retain information with presentations that are strictly verbal, or ones that have graphics and charts?

It’s a fact: human beings are visual creatures. As a general rule, we remember 80% of what we see, compared to 20% of what we read and a small 10% of what we hear, a New York University psychological study found.

Applying this to PR, an industry in which the main objective is to communicate positive messages about a brand or person, Wharton School of Business researchers determined that presentations based on visuals were found more compelling and convincing than those that were only verbal.

Furthermore, 67% of the audience in the study said that merging visuals with verbal aids were all the more effective. So how can we, as PR professionals, leverage these findings to the advantage of our brands?

Get Social

With the popularity of visually-driven social media networks like Pinterest and Instagram, there’s no time like the present to socialize your PR strategy.

pinterestPinterest is especially great since a pin can link directly back to a website. If you pin a PDF of your fresh press release and put some compelling preview text in the description, your audience will not only want to read that particular release, they’ll be taken to your news room, blog, etc. and likely read many more. And check out your team. And explore your website.

In an industry like hospitality, make sure to load your website and e-menu up with lots of great photos showcasing your space, food and amenities. With one click, users will be on your site and one step away from making reservations.

instaInstagram isn’t to be forgotten, though. Although it lacks the referral power Pinterest has (at least for now), it’s a great vehicle for furthering community relations efforts or raising awareness of your brand offerings.

For example, nonprofits can benefit immensely from showcasing their volunteer efforts and positive impact in real time, while a fashion line can post sneak peeks of their new collection and the behind-the-scenes design process to get fans excited to buy.

With a few well-placed hashtags, even non-fans will be in on the action. Networks like Facebook and Twitter, as well as outlets like blogs, can also add to your visual storytelling power in their own unique way.

Create a Better Press Release

Notice I say “create” rather than “write.” That’s because although words still rule in PR, the changing face of the industry requires a little something extra for maximum connectivity and traction from both consumers and media.

As mentioned last year in our piece on putting together a great press release, adding just one photo to a release will increase views by 14%. Applying elements like more photos and video continues the upward trajectory, culminating in 77% higher consumption when visual education tools like infographics comepolaroids into play.

This all depends on the industry, too. B2C brands will do well with high-quality photos of their products or properties, while B2B people may be more receptive to charts and graphs.

As with any PR effort, think about your target audience when adding visual elements to collateral like press releases.

Get Ready for Your Close-Up

If you’re not sprinkling video into your PR plan at least occasionally, you should be.husky

ComScore found that in the US alone, people watch more than a billion online videos every day. Why?

They’re dynamic, typically easy to consume and people equate them with entertainment. Video makes it simple and fun to showcase brand philosophy, spread the word on updates and give a glimpse at the human side of a company, which consumers love.

If you’re trying to rebrand a respected, but traditionally conservative corporation, try a regular feature showcasing employees doing volunteer work or shadowing them for a day on the job. If you’re a tech-savvy company, dabble in mixing up your written press releases with video ones.

Video is also a great tool for media relations. At (W)right On, we’ve had great success creating client b-roll and sending on to news stations for high-quality, late-breaking event coverage – plus, it allows you to pick and choose the footage you want to show off. And, video is a fast way to introduce people to who you are as a company, piquing the interest of potential customers, media influencers and even investors.

What other ways have you found visuals instrumental in a successful PR program? Tell us in the comments or find us on Twitter.

Getting Real About Media Results

99 problems

PR = media results. It’s a fact even those unfamiliar with public relations know to be true. As industry professionals, it is our responsibility to navigate the complex world of media relations on our clients’ behalf, build a rapport with journalists across a variety of publications and verticals and, naturally, land solid media hits that lead to a positive action – booking a hotel room, purchasing a product, forming new awareness or an elevated opinion… the list goes on. But often, companies can get hung up on the quantity of results without first considering the quality. Here at WOC, one of our guiding philosophies is our belief that media hits are not a communications strategy. Take a deeper look into why, and how a fresh perspective on results can benefit your brand’s bottom line.

Recently, a client partner was looking to spread the word on a comprehensive, weekend-long event that would appeal to a specific type of traveler. Rather than sending a pitch to every outlet that maybe, possibly, if the time was just right could have covered it; I got real – I examined the timeframe we had, the audience we were trying to hit and the feasibility of particular outlets saying “yes” given their proximity (or lack thereof) to the location. The end product? A slimmer, but highly tailored, pitch list. And it worked – we got several hits that made perfect sense for the task at hand. One single-handedly resulted in close to 70% of the attendance goal reached within just a few days of being published.

This approach is beneficial in several ways – it conserves time (and therefore budget), leaving more wiggle room to focus on a variety of client efforts; it allows the PR pro to build more meaningful relationships with journalists they can reach out to time and again; and it ensures that media hits make real sense. The time used to create a well-crafted, impactful pitch and secure a few solid media hits is much better spent than on spinning wheels and taking shots in the dark, or getting a large number of hits that may not connect in the right way. Some may say, “at least you’re getting the word out,” and yes, sometimes you do need to take a chance on a pitch. But if you ask me, talking is a lot more productive when there’s someone ready to listen.

Readership numbers are important as well – they give indication to an outlet’s clout and how many eyeballs will be on your content. But sometimes, smaller outlets can be just the ticket. For example, say an online publication has 10,000 monthly readers. Not mind-blowingly impressive. However, you have to investigate who those readers are. Do they engage with the content? Do they comment on and interact with social media channels? Do their demographics fit the mold of the person you’d want to learn about your client partner’s news? You also need to do your due diligence on researching the outlet itself. Is the writing high-quality? Does the author hit on a number of focal points? Do they include great photos with their pieces? If so, they shouldn’t be overlooked based on numbers alone. Key takeaway – just don’t forget about the little guys along the way. Plus, any big pub has to start somewhere. If they happen to explode, you’ll already have your foot in the door and a relationship in place.

On the topic of big publications – another PR factor that often isn’t fully understood. For many brands, these are the Holy Grail of media hits, and rightfully so. We want them, too! However, even if you have a BFF-level rapport with the editor-in-chief, it takes a great deal of time, effort and typically multiple attempts to break through. Take a magazine with millions of readers each month. It will have more writers and editors assigned to cover content, to be sure, but also an inordinately higher number of pitches and invitations and press releases flowing in and out each day. I’ve had editors at national outlets tell me they get over 200 emails an hour, most from PR people. For an average workday, that’s 1,600 emails to comb through. A bit overwhelming, wouldn’t you say? Once they’re done sifting the good from the bad, they’re still faced with whether something fits with their (usually more stringent) editorial calendars, they have a writer to work on the assignment and whether they even have the space for it.

In a realistic world, it could take even a veteran PR pro with an awesome, perfectly crafted angle a year or more and numerous pitches to make it into a national magazine. Seriously. Don’t get me wrong – I’m not saying to write off your chances of ever getting into Sunset or Forbes. We’ve done both, many times, and there are more outlets where those came from. Just don’t put undue stress on yourself (or your friendly neighborhood communications expert) if you don’t make the cut right away.

So remember – when assessing the best approach to a media strategy; spend time on the smart stuff, don’t forget to play nice with the lesser-known and stay persistent when shooting for the big leagues. Before you know it, you’ll have a roster of results that highlight your brand and establish a savvy, respected public face.

Being a Know-It-All Isn’t such a Bad Thing

know-it-all

The know-it-all: you know that person. It seems everyone has one or two in their life. The not-so-humble person who elicits an eye roll every time he/she begins to speak. The person who pontificates on everything, and the minute you bring up something new, they claim to have known about it yesterday. They’re annoying, right?

But in the field of communication, we have a responsibility to be know-it-alls in the least obnoxious way. What do I mean?

Chance Shay and I went to a presentation on influencer marketing where Mark Fidelman quoted Google’s Eric Schmidt, saying that every two days we create as much information as we did from the beginning of time up to 2003. Every day it seems that there is more and more information to be consumed, and it’s tougher and tougher to cut through the noise. That presents a challenge for marketers because it makes it more difficult to reach customers in a meaningful way. But it’s also a challenge because technology is forcing us to do more than ever before. We have to be the experts. We have to filter through the junk for our clients so they don’t have to. We have to be ahead of trends so we can present the best possible ideas for our clients. Phew!

It’s a tall order, but that’s why I make it a personal mission to be a know-it-all. And in the best way possible: you won’t find me bloviating at the water cooler. But I do like to share trends and important articles with my clients the second that they’re relevant. I also think it’s important to incorporate up-to-date information into my work in real-time so I’m serving clients to the best of my ability.

That means taking time daily to stay on top of it all. But I’m no magician and I don’t have a 25th hour in my day. To make it work without being a time suck, I use a number of resources and work-hacks. Here are some of my favorites:

  • The Skimm: a daily enewsletter that skims the headlines & provides the most important information in a simplified manner.
  • The Muckrack newsroom: I visit this once a day to read the stories that are the most tweeted by major journalists.
  • To accompany that, I subscribe to the Muckrack enewsletter. I hate email newsletters just like any other schmuck. So if I sign up for one, I like it to do multiple things for me. This one also highlights the day’s most important news but it also reports on changes at major publications.
  • Newsle: enewsletter with news stories that feature your Facebook friends & email contacts. This serves as an alternate way to monitor for client stories, but it’s also a great tool for networking. What better way to reach out to a contact than by sending a quick note? “I saw your article in Forbes! Congratulations! And by the way, I’d love to catch up soon.”
  • Twitter lists: I have created twitter lists for media, colleagues in the industry, brands I’ve got my eye on, and clients/partners. I also get push notifications to my iPhone every time @BreakingNews tweets.
  • Feedly: the RSS reader of choice to keep up on all my favorite industry blogs, including but not limited to: Mashable, TechCrunch, PRDaily, All Things D, The Verge, Fast Company, Venture Beat, Forbes, NYT Bits, Inc., Waxing Unlyrical, Sarahsfav.es, Spin Sucks, Brian Solis, and more.
  • MediaGazer & TechMeme: MediaGazer aggregates the day’s top news stories and TechMeme does the same for the tech industry.
  • Cir.ca iPhone app: a beautiful iPhone app with the day’s top headlines, presented in a user-friendly format. Perfect for when I’ve got five minutes in between meetings or I’m waiting in line at the grocery store.
  • The Li.St: One of my favorite enewsletters from media veterans Rachel Sklar and Glynnis MacNicol (Huffington Post, Mediaite, Business Insider, Mediabistro). It comes out only a few times a week, but I read it to the end every time.
  • TED and NPR iPhone apps: I only have time to consume my beloved TED talks or NPR while I’m driving, running, or at the gym. These apps make it possible.

What are some of your favorite tools for being a know-it-all? Feel free to tell me in the comments.

Labels: feedly, know-it-all, mediagazer, muckrack, newsle, public relations, San Diego, skimm,techmeme, tips

5 Social Media Lessons from my Green Tea Party Protest

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Here’s what I learned trying to bring back Good Earth Green Tea Lemongrass after my favorite tea was discontinued.

I discovered Good Earth Green Tea Lemongrass a few years ago and became hooked on its soothing, subtle flavor. All other green teas were too bitter or tasted like grass. Good Earth Green Tea Lemongrass became a daily ritual for me.

But late last year, I had trouble finding my beloved product. In January, I discovered that Good Earth had overhauled its product line in a rebranding and my favorite flavor had been discontinued, tossed aside in the pursuit of the millennial market.

I did what any devoted customer in the 21st century would do: I complained to Good Earth on its Facebook page. The company responded, steering me to their new product, Citrus Kiss – part of a sassy new lineup that also included Tropical Rush, Sweet Chai of Mine, Wild Chaild, etc.

Yes, Citrus Kiss contained green tea as well as lemongrass, but it also contained stevia (a natural sweetener) which means it tasted nothing like Green Tea Lemongrass (GTL). Unacceptable! And a waste of my money!

I started a Facebook page called Bring Back Good Earth Green Tea Lemongrass. Other disgruntled fans of the former product found the page and ultimately it drew nearly 200 fans.

In the process, I learned five lessons about social media that I’ll share below. You’ll have to read to the end to find out whether I scored a victory or not:

1.       It’s not the size of the audience but the depth of their engagement that matters

The Good Earth page has over 64,000 “Likes.” My page has only 749. However, my protest page attracts more comments on its material with real conversations taking place between commentators than the brand’s page. The small number of people involved are very invested in the cause and know that they’re part of a community that cares just as deeply (and who would never steer them to a pre-sweetened alternative!). Bring back Good Earth Green Tea Lemongrass!

2.       You can’t buy engagement

Early in my protest, I would go to Good Earth’s Facebook page and comment using my page’s identity on the complaints of other ex-GTL customers. My message was always respectful. I just wanted to let the poor tea drinker know our page existed and that they could find others who shared their passion for the product there.

Then, suddenly, Good Earth’s social media folks banned my page from commenting on their page. That made me mad and I had to get even.

So I spent $30 or so to grow my page’s following quickly – targeting fans of Good Earth’s page specifically. The campaign added 100 followers in a flash. But those folks, like Good Earth’s thousands of followers, didn’t interact like the ones who engaged organically. So I didn’t continue it. Instead, I would occasionally post as myself on Good Earth’s page with a link to the Bring Back GE GTL page. That strategy was slower but far more effective. I would have done it more often but I’ve got other things to do besides fighting to bring back Good Earth Green Tea Lemongrass.

3.       The Facebook algorithm is a beast and must be fed continually or atrophy

Once I had more of an audience, I felt Good Earth would take the page more seriously. However, I noticed that if I got too busy to show my page some love for a few days, my next post would get fewer likes or comments. On the other hand, if I kept up my activity, I saw more interaction.

Another helpful activity was to continually like, comment on and tag commentators in replies (if their settings allowed it). This helped stimulate more engagement, which raised the visibility of the posts so that more people saw them. But it was also a strategy that recognized we are all human and social media must always be approached as a conversation and not just ad copy or canned responses.

4.       Social media is a conversation

That’s truly the only approach that works.

I shared my picture on the Bring Back Good Earth Green Tea Lemongrass Facebook page so people would know I am real and just like them. I made some really cool connections, too, which has become my favorite part of this experience.

Al and Sheila from New Jersey mailed me a few GE GTL Decaf teabags after they won an eBay auction of some of the discontinued stock. I loved Al’s note that came with the bags. I mailed one of those teabags back to Christina in Tulsa who had tipped me off to the eBay sale in the first place. There were so many others… Inna from San Clemente. Lisa. Chanan. Nigel.

One person credited GE GTL with getting him through MBA school. Another said it got her through chemo.

It’s also true to say that we were all having a conversation with Good Earth on its Facebook page, too—or at least trying to. But did we get anywhere?

5.       Social media is powerful

It worked. Sort of. At the end of April, Good Earth announced that they would be bringing back a limited supply of GE GTL. In late May, they began taking orders. They were sold out in five days. I got two of those cases, or 12 boxes of 20 teabags. My Facebook friend Paula also found me five boxes at a CVS in Escondido since I shared some of this information on my personal Facebook page, too. (Thank you, Paula!)

The question now is whether the new Good Earth products are generating the sales the company had hoped for when they ditched their loyal customers. If not, they should bring back the classics, Good Earth Green Tea Lemongrass and its decaf cousin.

Our mighty little community demonstrated the marketplace demand, and, now, Good Earth has a national network of passionate product enthusiasts they can activate the minute they decide to do so.

So, Good Earth, what are you waiting for?

 

P.S. For those of you who care about the business side of this, Good Earth was started in Santa Cruz, Calif. in 1972. It was acquired by Tetley in 2005, a subsidiary of Tata Global Beverages.

In January 2011, Tata shut down production of Good Earth in Santa Cruz and moved all the ops to New Jersey. In 2013, it launched the rebranding and basically did away with the company’s heritage and its product lines.

 

The Perfect Press Release, 2014 Edition

I Heart PR

I have a New Year’s resolution for business owners: Embrace the changing role of the press release and how it affects your company’s bottom line. Rethink the perfect press release.

Gone are the days where press releases were a one-and-done pass to securing media coverage – with new channels popping up every day and more businesses competing to be heard amidst the noise of their respective industries, it’s rare that a journalist reads a release and writes a story as a direct result of a traditional wire distribution service alone. But despite their changing role, press releases can still be an important part of making sure your story gets the attention it deserves – they’re just evolving a bit. Here are five essential components any modern press release must have to make it through today’s media storm:

1. Keywords are key: I always tell clients that nowadays, the main benefit of sending a press release over the wires is for SEO ranking. However, that one benefit is crucial for businesses and makes the effort entirely worth it. It’s the right keywords that will set your brand’s page or news above the rest and lead customers to you instead of your competitors. Google and other search engines index new content based on the quality of keywords contained, so take the time to do some research on what people are searching for in relation to your press release. Google AdWords  has a great keyword tool that is simple to use.

Note: Wire services can still be great and offer lots of benefits (including SEO help), but as they can get quite pricey, we recommend picking and choosing which releases you pay to distribute vs. which you do through free wires.

2. Make it newsworthy. Although search engine visibility is a paramount goal, the perfect press release must contain content that is interesting and truly newsworthy. We’re all biased toward our own businesses’ interests – it’s human nature – but take the time to think about what other people will care about outside of your office. Did you hire an experienced, Fortune 500-level CEO who will be implementing a whole new customer service program? Go for the press release and broad distribution. Did an associate VP get promoted? Post the press release to your website.

3. Location, location, location: Even if they’re interested in your story, most journalists are extremely busy and will not take the time to read your entire press release, whether it’s included in a pitch or they stumble upon it through web search. That being said, think strategically about how you’re placing information. Have an important main point and call to action (CTA)? Place it in the first or second paragraph – think a 30-second read at the most – and the last. This is where people are most likely to look for a summation of key content. That way, even a glance can catch a journalist’s eye and leave them wanting more.

4. The eyes have it: Photos, infographics, and video are increasingly important additions to any modern press release. New media in general is catering to a visually-driven consumer, and placing visual storytelling aids in your release is basically guaranteed to amplify your views. According to PR Newswire, a press release with even one photo will get 14% more reads than a text-only release. A release with a video and no photos will get 20% more views than text-only, while a release with both a photo and a video will garner 48% higher consumption. If you really want to maximize the power of visuals, interactive components like infographics and charts will skyrocket you to 77% more views when combined with a photo and a video. If you really want to get creative, make your whole press release an infographic. These are hugely popular and very impactful, and a graphic designer can easily whip one up to stay on budget.

5. Check yourself: Even if your press release covers the most groundbreaking, compelling news of the decade, readers – especially journalists – won’t take you seriously if it’s not well-written. Keeping your punctuation, grammar, and clarity on point will help you better hold consumers’ interest and respect your brand; prompting them to want to learn more and, with any luck, further engage. A poorly written release will leave readers assuming you and your company are unprofessional and will take the same care with delivering a service or product as you did with your writing. At the very least, have a trusted coworker who understands editing proof your work. However, working with a PR firm will guarantee your press release is not only written well, but contains messaging primed for connectivity.

6. Make a connection: Another thing that a successful press release should have is well-thought anchor links. The words you choose to anchor link can make a definitive impact on your press release’s search engine ranking, as well as its general “clickability.” For example, say your release is discussing your coffee shop’s award-winning lattes. For your intents and purposes, you’d be much better off using “best lattes in San Diego” to link to the award site or your company website over something like “award.” When people search for “best lattes in San Diego” in Google, your site and release will be associated with that term.

Press releases aren’t the only thing that can make a business successful on the web and in the press, but when combined with a careful strategy and solid media relationships, they can be a fantastic tool when leveraged properly for today’s consumer. To learn more about how the perfect press release and other PR and communications services can help your business stand above the rest, visit www.wrightoncomm.com.