Category: PR Tips
The Importance of a “Thank You”
By Ashleigh Horn
“Thank you“ can be defined as a polite expression of one’s gratitude. Though this definition seems so simple, the action of thanking others has become about as rare as some students coming to class these days.
I’ll be the first to admit that I have historically been guilty of not taking time to express my appreciation for others when they have done something for me—acts of service I often have benefitted from. However, as a student and future professional, I’m continually learning the importance and impact of taking two minutes out of my day to sit down and write a thank you note to someone who has gone out of their way to make my life better.
Saying “thank you” not only reflects graciousness, it also lets that future employer, a professor, or even your parents, know that you’re mindful and appreciative of their time. In return, it will likely encourage them to want to help you again in the future.
I understand that we live in a hectic and fast-paced world. We’re busier and more involved today than we were even 10 years ago. Between school, work, jobs, and extracurricular activities, it can be difficult to find time to go out to the occasional dinner with friends. However, this fast-paced culture we’ve established is no excuse to not say “thank you.”
Unfortunately, it has become a common practice. In 2019, Jennifer Spencer, recruiter and owner of The Spencer Group, Inc., shared that no one sends thank you’s anymore. She believes that, nowadays, probably for every five people a hiring manager will interview, one person sends a thank you. That’s it!”
Managers, employers, and educators alike go to great lengths to invest in students and these two little words stand out when you say them simply because few ever do. To my fellow students, if you want them to notice you, take time to acknowledge them!
In The Power of Thank You, blogger Chris Rackliffe identifies three reasons why giving thanks is mighty. According to Rackliffe, saying thank you is not only the ultimate way to reaffirm yourself, but doing so also shows that you appreciate and respect what connects all things, as well as opens up doors of possibility.
Likewise, Spencer mentioned that sending a thank you can result in your resumé being bumped up to the top of the applicant list for that company you just interviewed with. This is a prime example of opportunity stemming from showing gratitude. Soon-to-be graduates, please take note, this could be especially important for those of you who are looking for jobs right now!
Though saying “thank you” may seem easy, it takes intentionality and effort. However, there can be great reward in carving out time to do so. We all like to be acknowledged and I believe expressing our thankfulness should become a more common practice.
Who’s one person in your life that you want to thank today?
Getting the Most Out of Hashtags
By: Armani Shumpert
Hashtags are important for success in supporting social media content. Appearing as a keyword or phrase with no spaces with the # (pound) symbol at the front of it, the hashtag is a way to make material easy to find, at least when used correctly.
Hashtags have been widely used on Twitter, but they are now popular on other social media platforms sites such as Facebook, Instagram, LinkedIn, and Pinterest. Understanding the difference in these platforms and how to use hashtags effectively is a great way for you to maximize your engagement with your followers.
The Basics
While a hashtag seems easy to place before keywords, some other specifics are important to note as you try to reap the greatest benefits of using hashtags. Here are some tips for general purposes:
- Keep hashtags brief and unforgettable rather than attempting to include a variety of words with one tag.
- Try not to pressure any post with hashtags. Use them only if they add importance to your post and are likely to encourage dialog and discussion
- Do not overuse hashtags. The number of hashtags you use depends on which platform you are using, but in most cases, one or two hashtags work better than many.
- The use of descriptive and unique hashtags can yield better results than widespread or generic ones.
Using hashtags is not a one-size-fits-all proposition that is the same for all social media. Here are a few ideas about how hashtags on specific social media platforms can be used properly.
Use Hashtags on Instagram
When it comes to Instagram, using more hashtags will lead to more engagement. Use up to 10 or 11 relevant and popular hashtags on this platform to get the most out of it. You probably do not need to use too many of them, but it is good to know that using more is good here, so you can experiment with what works for you.
Use the search box to see which hashtags are used by influencers or competition. Since this is the best forum for many hashtags, try various hashtags. For blogs, videos, and comments, use them.
Use Hashtags on Twitter
Using the appropriate Twitter hashtags will boost your participation. One or two hashtags on a tweet should be enough. If you use a few hashtags and explicitly ask your followers to retweet, this may result in more engagement.
Using Twitter hashtags can make your post available as people search for your tag. It can also help you locate conversations to get involved. To have even more effect on this forum, research hashtags are trending. Twitonomy is a good method specifically for studying Twitter patterns.
Use Hashtags of LinkedIN
On LinkedIn, people have not always stressed the use of hashtags, but they function on this site in the same way as any of the other social media sites. Using a couple of hashtags on your post if you are posting long-form material on LinkedIn. LinkedIn typically recommends one or three hashtags.
You can get your alerts outside of your network by using hashtags on LinkedIn. It is a perfect way to raise awareness about the brand.
The use of hashtags is an excellent tool for interacting with your followers as well as increasing interaction and attracting new target audiences. To be effective please keep in mind the social media platform you are using and best practices for best results.
Differentiating Public Relations from Similar Industries
By: Rebeka Dickerson
Public relations is often confused by the general public with many other industries, but specifically marketing and advertising. The three are so similar that they are even commonly integrated these days. And then there is journalism which is frequently mentioned in the PR world as well. So, to help provide a better understanding of these four important communication mediums, I am providing some information below about what makes each unique.
Public Relations
Public relations is all about awareness and reputation. Awareness and reputation can in turn help a company sell products or become successful. PR deals with the long game; keeping customers coming back and obtaining new loyal customers.
An example of PR is the #IceBucketChallenge. The 2014 viral campaign raised awareness for ALS by inspiring people to post videos of themselves being drenched by a bucket of ice water and/or donating for ALS research. Many celebrities participated and over $115 million dollars was raised for the ALS Association.
Marketing
Marketing is a technique for stimulating a demand for a specific product or service. The main goals are to make a product or service widely known and to increase sales. The transaction of something in the moment matters more than what will happen with the company in two or three years. Professionals in this industry often refer to product, price, place, and promotion as the four Ps of marketing needed to sell goods or services.
An example of marketing is Spotify and how it is is marketed differently than other music applications. Spotify assists users in finding music they have never heard before. Users can click any category of music and explore a multitude of artists. Spotify also sorts music options by music someone may want to workout to, sleep to, or even play video games to.
Advertising
Advertising is a paid message. It is a part of marketing (promotion). It can also be part of a public relations campaign. An advertisement could be a television commercial, but it could also be a print ad, digital ad, radio ad, billboard, and so on.
Examples of companies that are known to continuously use ads to their advantage are Geico, Ford, and Nike.
Journalism
While public relations has a target audience, journalism does (or should) not. Journalism’s purpose is to simply inform the general public in an objective way. A PR professional’s job is to advocate for a specific company or individual, while a journalist is traditionally meant to remain unbiased.
Examples of Journalism can vary. The many types include broadcast, investigative, opinion, entertainment, political, and sports.
A Couple Examples of Integration
- Coca-Cola:
As part of its brand awareness strategy, Coca-Cola has combined PR and journalism by utilizing storytelling on its website (https://www.coca-colacompany.com/). This is also known as brand journalism. Stories on the website detail how the company supports the community, how they promote diversity and inclusion, and how they help the environment.
- Always:
The brand Always has an ongoing PR campaign #LikeAGirl, which encourages people to change the meaning of the phrase and how society views girls and women. A popular Super Bowl advertisement was created to promote the campaign in 2015 (https://www.youtube.com/watch?v=F_Ep0O5fWN4).
So although similar, all four of these industries definitely have their own place. They each have their own distinct objectives. Yet they all work with the public in mind, and any of them can be combined strategically to create even greater success.
Generation Z: the “Changemaker” Generation
By Ashleigh Horn
There’s no denying that each generation is different. Baby Boomers, Generation X, Xennials, Millennials, Generation Z, I’m sure as you read each of these titles, you may have recalled your own thoughts toward each group. During a time where as many as five different generations are working together in the workplace, it’s important to understand how they all function and what each brings to the table.
Though I could certainly cover all five of these and the impacts they have in the workplace, I want to instead provide first-hand insight into a generation that is seemingly misunderstood by its predecessors. This is a generation with a desire to create change; a generation that I have nearly 21 years of experience being part of.
Who are we?
Although the lines defining the age range of my generation are a bit blurry, the Pew Research Center identifies this group as having been born after 1996 (Parker & Igielnik, 2020). Today, some Gen Z-ers walk the halls of middle schools, whereas others are hunched over books in their dorm rooms, working full-time agency jobs or even preparing to vote in the upcoming presidential election. There’s no doubt we’re all at different stages in our lives; however, somehow, some way, there are a few common desires and passions we all seem to share.
How is this generation different?
Generation Z is the largest generation to date. We also have access to more technology, media and quite honestly, each other, than any generation before us. It may be our sheer size, or it quite simply may be the comfort we feel in sharing our thoughts and ideas through Instagram, YouTube and Snapchat, that compels us to reach for our dreams and to stand up for what we believe in. Politics, social injustice, sustainability, ideas for new products or businesses, we Gen Z-ers are a researched, opinionated, innovative, change-making group.
The Target Incubator
A few years back, the Target retail chain set out to better connect with this next generation of consumers. One way they did so, was through directly engaging with young Gen Z entrepreneurs in what they called the “Target Incubator.” Inspired by these young adults’ big ideas about “better for people” and “better for the planet” products, the company selected eight business pitches, created by students, to help become a reality.
You may be asking, “Why would the company do this, and what was their reward?”
Generation Z is often referred to as the “Changemaker” generation. Target recognized that many of its Gen Z consumers have big plans to change the world and sought to help make their dreams become reality. The students’ ideas ranged from producing compostable single-use products to using juice pulp waste to create healthy snacks. These eight businesses were not only unique—they did not simply provide innovative products or services—rather, they were all created as solutions to a number of the social and environmental issues we face in the 21st century.
I think James Sancto, founder of We Make Change, hit the nail on the head when he described Generation Z’s passion as “not willing to accept the world as it is, [who] believes [it] can address the challenges the world faces today, and [who] will do whatever [it] can to make the change [it wants] to see” (Sancto, 2019). The product of the Target Incubator is a testament to Gen Z’s eagerness and willingness to ensure the changes we wish to happen are made.
Our Values
Mission-Minded
Gen Z’s not so breakthrough solution to creating change is to have a purpose. Whether you’re a business, college institution, or just someone we pass on the street, Gen Z-ers want to know what you’re all about.
What are your goals?
Who or what do you stand for?
Does your vision align with what we believe?
Generation Z prioritizes purpose and “[looks] to engage with brands and organizations that have a higher purpose that goes well beyond a simple transaction” (Beal, 2019). Unlike generations before us, we don’t simply purchase a product or rep a brand because we like it or it’s “convenient.” Rather, we use the power of reviews and our access to technology to compare prices, product availability, to research a company’s CSR practices and what it values, in order to make educated purchases (Salesfloor, n.d.).
Google, Netflix, Spotify and the Walt Disney Company are all examples of some of the most loved brands by Gen Z consumers. It’s no coincidence that all of these same companies placed in the Digital Marketing Institutes (2020) list of the “Top 16 Brands doing Corporate Social Responsibility Correctly.” Generation Z values these brands because they do more than provide their specific products and services; these companies use their platforms to create change on issues important to their employees and to each company as a whole.
Passion-Pursing
As I mentioned earlier, Gen Z-ers look for ways to impact our own corners of the world. In fact, we often make decisions with long-term consequences in mind. We’ve been called lazy, self-involved, tech-dependent, and more (The NPD Group, 2020). Yes, some of these monikers may be partly true. But, we are also a passionate generation focused on standing up for only those issues or movements that align with our interests. Our passions drive our actions. We just might change the world.
Takeaway
As each new year has passed onto the next, Generation Z, or the “Changemaker” generation, has become older and older. With this age has come new responsibilities, both in our own lives and in contributing to the world around us. We are growing up, entering the workforce and making an impact in our own generationally-unique way. Slowly but surely, we are revealing who we are, what we value, what our goals are, and are debunking the generational stereotypes that have defined us since we were babies. In turn, we are using these differences to provide new perspectives in both the workplace and in society, and are doing all in our power to create change.
Resources
https://medium.com/we-make-change/we-are-the-changemaker-generation-7b6ae77b5f7f
https://corporate.target.com/article/2018/10/target-incubator
https://corporate.target.com/article/2019/06/target-incubator-founders
https://prsay.prsa.org/2019/08/06/5-tips-to-effectively-engage-generation-zers/
Public Relations in the Age of Cancel Culture
By: Rebeka Dickerson
Public relations is a fairly new profession compared to other jobs, first being established in the 1920s. However, it is more important now than ever. Why is that? The issues of this world are on full display and people are paying attention to every step organizations and individuals make. Additionally, cancel culture is especially prevalent.
A term we are hearing more frequently in the PR world, cancel culture, is “the popular practice of withdrawing support for (canceling) public figures and companies after they have done or said something considered objectionable or offensive.”
With social media, it is much easier for anything someone does “wrong” to be scrutinized on a worldwide scale. This is why organizations must understand their audiences and the topics/issues they care about. Organizations must find a way to incorporate those topics in a way that will not backfire, which can be easier said than done.
There are countless examples of attempts that were made to resonate with an audience that ended up backfiring. One of the most well-known ones, though, was when Pepsi and Kendall Jenner teamed up to create a commercial meant to promote peace and unity, but that came off completely tone deaf (https://www.nbcnews.com/news/nbcblk/pepsi-ad-kendall-jenner-echoes-black-lives-matter-sparks-anger-n742811) . More recently, Nike sold out of Kobe Bryant merchandise, frustrating people who thought they did not honor him, but instead attempted to profit off of his death (https://www.silverscreenandroll.com/2020/8/24/21399059/nike-kobe-bryant-shoes-limited-snkrs-drop-lakers-resellers-jerseys-mamba-day/comment/530751649).
Clearly, citing these examples, it is crucial for plans to be made and extreme care to be put into everything that is placed online and offline. Even something that is meant to come across as a positive statement or message can be completely misconstrued, and your organization could be put in a position no organization wants to be in.
So, to have a trained professional involved in every part of the public relations process certainly cannot hurt. Organizations need someone with a keen eye who will speak up when even the smallest of details seems off. Any concerns the public has should be responded to as soon as possible, and in an empathetic manner. Lying or attempting to hide a mistake will not be accepted.
Although public relations may not be one of the most effortless jobs in our current times, it is a job that is needed in today’s environment. Once one person is distressed about something your company did or put out, you should be prepared for many more to follow. People are smart and they have high expectations. It is now the company/individual and PR professional’s job to meet those expectations.
Five Ways to Build Trust Among Consumers
By: Shayna Polly
The Edelman Trust Barometer is the largest global survey on trust in the media, government, NGOs, and business. This year’s shows that trust is at an all-time low across the board. How do we get people to trust us? There is no exact formula, but here are a few tips that should help.
EFFECTIVE COMMUNICATION.
Whenever speaking or releasing any kind of content, a PR professional should always be sure that what is being communicated is accurate. Misinterpretation is inevitable, but it is best to be sure the speech is clear with as little room for speculation as possible. Your message should be consistent throughout the corporation. The last thing you want is to seem condescending to your audience. While usually unintentional, the use of jargon can seem intimidating to many people. When addressing mass numbers of people, the plainer you speak the better. This does not mean that speech or writing cannot be eloquent or well- worded. This simply means to avoid language your audience won’t understand.. How is one supposed to communicate effectively if the audience does not understand half of the words they are using?
BE AUTHENTIC.
Everything you do should have meaning and sincerity. This should be thought out through several strategic planning methods. These plans are flexible as things do arise but should still cohere to one solitary message or meaning. For example, an apology is a typical course of action after a problem arises – but consumers can tell when an apology is not sincere. Even if viewers cannot credit this feeling to a specific action or sentence, they identify a gut feeling when a talking head is being insensitive. Being that there is already a trust gap between corporations and the public, consumers are already looking for instances to confirm what they already believe. This is what’s called confirmation bias. The same way that someone who believes the earth is flat will seek out facts to confirm this and ignore facts that dispute.
INSTILL ORGANIZATIONAL VALUES.
Customers become very frustrated when a business breaks a promise. If it is said that customers will be reimbursed; reimburse them. It is unfortunate that this has to be said, but this is a common trend among corporations, especially big ones. This also says a lot about a company’s values. These values should be communicated from the time an employee is hired; throughout the entire time they are with an organization. For example, and airline passenger’s flight is canceled and in order to accommodate the airline offers another flight free of charge. The passenger thinks to themselves “awesome, I’ll just use the free flight to fly home for the holidays.” When the consumer goes to redeem this offer, however, they are informed that the offer was only redeemable for 30 days after the canceled flight. While this might have been mentioned before, a lot of time it is in small subtext and may not be verbally mentioned at all. This sends the message that the airline is simply trying to get out of losing more money. It is understandable that the airline needs to make money, but this should not come at the expense of its customers, especially loyal ones.
TRANSPARENCY.
This is pretty self-explanatory. Of course, this does not mean that every aspect of business needs to be disclosed, but it is best to uphold as much transparency as possible. Public relations is all about the information. Consumers are much more at ease when they have and understand as much information as you can possibly give.
THE MOST IMPORTANT PUBLIC.
Do everything in your power to ensure the comfort and happiness of customers. “The customer is always right” is a very popular saying, and while it may not always be true, customer service should forever be doing their best to make the consumer comfortable. This includes employee training and should be instilled in everyone associated with the company. A good organization should make sure that every employee, no matter how little, gets consistent training on both customer service and the overall messaging of the company. Don’t forget, your employees are your first, most important public. They need to be happy as they reflect the values of the organization. For example, if the company donates to an advocate for wheelchair accessibility, but an employee is seen being less than accommodating to a customer in a wheelchair, that could be a very bad story being shared all over the press and social media, and these days, things like that take flight quickly. After all, that is where all the revenue comes from. Happy customers = $$$.
The ways PR pros use social media.
By Armani Shumpert
The impact that social media has had on the PR industry is clear. It created new opportunities and new challenges for brands. It allows brands and consumers to connect in real-time on severalplatforms. Today, PR practitioners are no longer able to escape this effect.
There are several ways that PR professionals use social media. I wanted to address some of the ways that social media has influenced the PR industry, and why all professional communicators need to get involved.
1. The 24/7 news cycle.
The advent of social media has resulted in a 24/7 news cycle. Brands can now share good content at any moment, and they know that everyone is listening and ready to respond. Social media platforms also provide an opportunity as part of an emergency response plan to allow notifications to be play-by-play as things go south. This offers the opportunity for PR practitioners to participate in the conversation in a way that makes them an active participant in brand communication.
However, the 24/7 news cycle can become a vortex as false content travels across social media channels, creating a PR crisis that makes healing, regeneration, and regulation more difficult.
2. Enhanced journalists’ access.
Another way that social media integrates with public relations is that it allows greater access to reporters than ever before. Having the opportunity to connect with journalists on different social media sites, PR practitioners can learn the tone of voice of a writer, perspectives on specific subjects, and recent research.
Resources such as Muck Rack will help you find publications and journalists that suit your needs and connect to their latest social media tweets and profiles right away.
Caution: While social media can be a wonderful way for journalists to study and communicate, it is not in your best interest to tweet or steer your pitch message directly to a writer unless their profile specifically says it does.
3. Control of real-time crisis.
Public relations professionals also can put an end to online crises that could potentially lead to a negative brand reputation. Social networking channels allow PR professionals to respond to situations and/or interactions with the audience in real-time. This has been very beneficial as it now enables PR teams to take advantage of social media to resolve problems and preserve the brand’s positive online image.
PR professionals must be able to use this complicated but amazing tool which is social media to be successful. In the public relations market, social media is no longer a secondary thought — it is an integral part of the industry.
The 4-Step Approach All PR Professionals Must Master
Written By: April Wood
Several guiding principles exist in the world of public relations. One message impressed upon students by professors and mentors in the industry that I strive to carry with me at all times is the statement, “Get the right message to the right audience at the right time and on the right platform.” Following this foundational statement can help you ensure that your efforts in executing tactics are not wasted. Let’s break it down together.
The Right Audience
I know this is not the first segment of the phrase, but I’m covering this segment first intentionally. Knowing your audience is of paramount importance. You cannot hope to know the right message, the right time, or the right platform without knowing to whom you are speaking. You must know your audience intimately, and this is not something that a public relations professional can afford to forget. Familiarize yourself with their beliefs, values, and interests. Learn who they are by building personas that can help you envision exactly to whom you are speaking. Furthermore, knowing your audience closely will give you nearly everything you need to know to reach them.
The Right Message
If you know who your audience is, you know what they care about. If you can tap into this information, you can glean how to make them care about what you are saying. Craft your message with your audience in mind. Do not write something that sounds great to you, a city-dwelling millennial, when you are speaking to rural members of Generation X. Take the information you need to get across and translate it into terms that your audience can understand. A skilled communicator and writer can do this. A message that is not properly crafted is a message that will be ignored.
The Right Time
People are busy. You are a busy person too, I presume. People are full-time workers, or homemakers, or a combination of the two, or fill a million other roles. This is to say that your audience is not always listening. An enormous library of research has been conducted in order to discover when audiences are most reachable. It varies, of course, for each audience. Personally, I consume messages most devotedly at about 10 p.m. The same can not be said of my parents, who are most usually asleep by 9. Don’t waste your efforts by starting a conversation when no one is there to reply.
The Right Place
Let’s talk about my family again for a second. I am on Twitter, Instagram, and Facebook. I do not watch cable (except when the Chiefs are playing). My parents, on the other hand, have no social media. They watch the news in the morning and evening. My dad listens to talk radio at work. This simple anecdote proves that not everyone collects their information from the same source. You cannot hope to reach your audience if you do not have a sense of where they engage. Just like research can inform you of “when” to reach your audience, research can also inform you of “where” to reach your audience. Familiarize yourself with the research surrounding your audience, or conduct your own if necessary.
Putting it Together
Everything I’ve covered ties directly back to one thing. I have relentlessly pounded this messaged in during the few hundred words preceding this: it all ties back to research. You cannot know anything about your audience if you do not take the time to learn about them. Nothing in public relations should be done thoughtlessly. Know your audience, know what they will listen to, know when they are listening, and know where they are listening and align this information and use it to communicate with them.
Understanding PR- 5 Things You Should Know
By: Emma Honn
As a senior in the public relations program at the University of Central Missouri, I am often asked “What is public relations?” I get the question at family functions, social gatherings and different events around campus. Sometimes, I get tired of the question and think to myself “How do they not understand?” I have realized that people do not know what public relations is because PR professionals have been doing PR for their clients, and not for the profession itself.
Public Relations Society of America defines public relations as “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” To a public relations professional, this makes sense. However, to someone who knows nothing about the industry, it may not. Here are a few things you need to know about public relations.
We are strategic storytellers. We use narrative to build our brand and relationships with our intended audiences. It can be through social media, brand specific communications or the media. We tend to try and humanize a brand, meaning we add a human element to a story or brand to help our audiences relate. For example, instead of saying “buy this product,” we say, “this is important because…” We do this to build trust between our company and our audiences.
We work with the media. Read that correctly: we are not the media, we work with the media. The goal here is to earn media placements. We build a story with a human element, and earn media coverage on the subject. This gets our brand in front of our audiences for something that may not necessarily be our products. Although there is no guarantee of media placement, when we do earn a spot, there is a third party validation of our brand, our products and our story.
We write press releases and speeches, and plan and execute events. A press release is typically written by a public relations professional with the goal of it being picked up by a media outlet. These, however, are written with much thought, newsworthiness and human element. If you are ever listening to a speech, chances are, the script was written by a public relations professional. The basis of speech writing is solid writing skills. PR professionals have an eye for detail and design, two things that are essential to a great speech. Public Relations departments typically handle the planning and execution of events meant for public outreach and media relations. If you are ever at a large event, it was probably handled by someone who works in PR.
We manage social media and handle crises whenever they arise. Social media is a tricky subject. Since it is a relatively new thing in public relations, we have had to learn how to adapt and work with ever-changing platforms. We handle crises that may come up for organizations. For example, think of Volkswagen’s emissions scandal. Every statement given by VW, press conference held, you name it, was planned and handled by a PR team. Crises can range in severity, but whatever the crisis may be, a solid PR professional can handle it.
We are strategic storytellers, work with the media, write press releases and speeches, plan and execute events manage social media and handle crises. These topics are all under the public relations umbrella, but this just scratches the surface. Now, the next time someone says “I work in public relations,” or “I am a public relations major,” you will know a little bit about what they do.
4 Public Relations Tactics Every Business Should Do
1.) Transparency
Authenticity is first and foremost, one of the most important practices a public relations professional should be undertaking. Publics have proven that their trust in the media and online information is at an all-time low, so having to weave through press releases and information coming from specific companies themselves is a daunting task in and of itself when one already feels as though a strong bias is present. It is important to be sincere in your messaging and ensure your information is both credible and with no ill intent. It is a good idea to always present sources, data, and strategies behind a statement you are making to ensure the reader is able to check if your statement is valid.
2.) Utilize Social Media
Social media is arguably one of the most important elements a business can have. It allows a company to have a voice and write their own story instead of allowing others to write one for them. One bad Yelp review can spiral into a large mess for any business if they are not there to give background a mediate the situation. For example, if a local= sushi restaurant relies on word of mouth consumers and one customer feels as though they have a negative experience and decide to put a review online, that may be the first thing anyone sees when they look up “nearest sushi restaurant” on their phone. People are likely to not go somewhere with a bad review and no way to see good reviews or see that everyone else in the area loves to eat there. If this business had a personal website, that would likely be the first thing to pop up in a google search and could allow you to have a voice in sharing positive testimonials and photos capturing happiness of customers. This could make or break new customers visiting your location. Social media also allows others to interact with your business in personal ways and spread the word. A good example of a business using social media to help their brand is Wendy’s. (http://twitter.com/wendys ) They are able to perfectly advertise their menu items and deals, while also providing a comical element that many young adults and teenagers engage with.
3.) Video Content
Video content is said to be one of the most important elements of utilizing your company’s online footprint. People are more likely than ever to engage with creative videos rather than reading articles or releases or any other form of written content. It allows users to stay engaged and interested rather than be distracted or overwhelmed, and when used correctly, could allow you to impact a large audience. For some great ideas on how to better utilize video content, refer to this article https://www.singlegrain.com/video-marketing/10-useful-types-of-video- content-viewers love/ .
4.) Humanize Your Brand
Consumers do not want to feel as though their favorite brand is ran by robots. Try to avoid sounding canned or emotionless when producing content for the public to see. Use emotion, provoke thought, allow empathy to be a frontrunning emotion in your mind when speaking to the public. Nike is an example of a brand that does this extremely well. Whether or not one agrees with their stances or messaging, it is inarguable to state that no matter what emotion it is, you are feeling something after one of their campaigns is ran. There are ways to do this without eliciting controversy, but keep in mind that people want to WANT to connect to you. They must feel as though there is a two-way communication rather than simply a computer speaking to them.
References:
http://www.knbcomm.com/blog/8-best-practices-pr
https://b2bprblog.marxcommunications.com/b2bpr/social-media-and-public-relations-tactics
