Professional ethics are a 24/7/365 commitment

When a Public Relations Society of America-accredited member renews their accreditation every three years, they must show the credits gathered through various categories, including continuing education, professional development, professionalism and service. It’s a great way for the organization to ensure that its members are on top of what’s happening in the profession.

For instance, PRSA has added an ethics unit to its continuing education platform. Honest, fair and transparent communications should be the order of the day, and it never hurts to brush up on how to be rigorous in this regard, whether the communications or promises made are for a client, colleague, vendor or the media.

The PRSA Code of Ethics breaks it down this way: “The level of public trust PRSA members seek, as we serve the public good, means we have taken on a special obligation to operate ethically. The value of member reputation depends upon the ethical conduct of everyone affiliated with the PRSA. Each of us sets an example for each other — as well as other professionals — by our pursuit of excellence with powerful standards of performance, professionalism and ethical conduct.”

That means being honest and accurate in all communications, correcting errors quickly, and considering not just actions but also intent — are you protecting private information, for instance? Divulging conflicts of interest?

 Another organization, the Commission on Public Relations Education, has this to offer: “Modern public relations is defined by ethical principles, and no public relations practice should exist in contemporary society without a full commitment to ethical practice. Ethics for the public relations profession can be defined as a set of a priori principles, beliefs and values that should be followed by all who engage in public relations practice.”

 Ethical behavior, at home or in business, pays huge dividends when it’s practiced all day, every day, no matter how challenging. Let’s talk ethics, or whatever’s on your mind when it comes to solid public relations and corporate communications. Contact us at 608-695-6510 and connect with us on LinkedIn.

Public relations. Media relations. What's the difference?

It’s big announcement time! You’re hiring a new CEO, opening a new facility, launching a new product line — whatever’s going on, you’re justifiably excited about it and eager to tell the world.

Now, about that world: It’s suffering from Zoom fatigue, it will never watch everything in its Netflix queue and its inbox is overflowing. How will your news cut through?

In short, by having a good media relations strategy. Media relations, not public relations. Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics*. Media relations is the strategy for making that public relations effort fly. If public relations is the message, media relations is the megaphone.

There are many kinds of media (print, radio, television, digital), and reaching them takes more than a cookie-cutter approach. We craft the right media strategy for your business and your news. 

Notice social media is not front and center on that list. It will be involved, and for good reason—after all, an interesting, targeted post will get lots of clicks and eyeballs. 

 But … any actual engagement? Maybe, maybe not. Social media is about getting noticed, not closing the deal. That’s why traditional media is still the name of the game. We’ll work with the reporters and editors we’ve built relationships with over the years to put you forth as a subject matter expert, or “SME.” That’ll often get you quoted or referenced in a technical article, which Nielsen says is 90% more effective than advertising because it’s instant credibility.

A solid media relations plan builds your reputation while creating buzz around your product, service or expertise. It solidifies ties with your current customers and gets you noticed by potential new ones. It incorporates all the elements of your larger marketing strategy (including the aforementioned social media), such as trade show appearances, advertising and anything else that keeps you front and center in the market.

Our plan will also:

·       Reach your target audience where they are

·       Tell a positive story about your company

·       Establish thought leadership 

·       Position your company as an industry expert 

·       Build awareness and interest in your newest offerings and drive sales opportunities (We won’t promise a sale every time, but the brand awareness, recall and credibility built through our strategy increase your chances.)

·       Create a positive business image and lay the groundwork for you to be the go-to source for articles, creating a self-perpetuating image of you as an industry leader

Ready to work on some strategy? We are too. Let’s go! Contact us at www.finessepr.net or 608-695-6510, or find us on LinkedIn.

*PRSA.org

The value of taking your time in a “do it now” world

You closed a huge deal … The office is shuttering — again … A new hire in sales! … A new office location! … We had a flood, closing for two days to mop up …

 Businesses make news every day. And in the age of social media, it’s natural to want to share those events, large and small, on every available platform. This is not a bad idea, but some context is needed. Would you bake a cake without a recipe, or with only some of the ingredients? No. And that’s why you need the right strategy for getting a message out the right way — and to the right audience.

What are you saying?

 First, don’t just fire off a Tweet or knock out a blog and throw it up on your website. Speed is not of the essence unless it’s a message to clients or customers about a change or cancellation of an imminent event. Take the time to figure out what you’re saying and how it’s going to be read or heard.

 If you are closing for a mandated COVID-19 shutdown, for instance, don’t simply post “We’re closing until further notice.” Be a bit more deliberate (and friendly!) with something like: “Local officials have asked businesses to close in-person hours so they and our health care workers can reduce transmission rates. We are available by phone and email, so please reach out with any needs you have. And please, everyone, take all precautions to keep yourselves safe.”

 Where are you saying it?

 Now we come to the posting part. For the announcement above, a banner on your website’s home page, a Tweet and a pair of Facebook and LinkedIn quotes should do the trick. But what if this is bigger news, such as a major new hire, product innovation announcement or new location? That’s where having a strategy comes into play.

 We’ll go back to our cake metaphor above. Think of the strategy as the recipe. A bit of this, a dash of that, all properly measured and prepared — in order — to achieve the desired result. Yes, it’s simple. And if you’ve ever had a kitchen misfire, you know it can go wrong very quickly if you move too fast or skip a step.

 How are you saying it?

 The worst thing you can do, especially if your news is not of the feel-good variety, is to throw it out there “to be transparent” and hope for the best. A solid public relations strategy will help you craft messages that are proactive rather than reactive, even when the news isn’t good. Then you’re in control, because you’ve said what you are going to say and can handle concerns and inquiries as they come in.

Want to talk strategy? Contact us at 608-695-6510 or find us on LinkedIn.

Imperfect moment in time offers perfect opportunity to focus on the fundamentals

With the pandemic, the nation’s political strife and all the other disruptions, 2020 has given business owners ample opportunities to hide under the covers. Many have, and it’s totally understandable — how do you plan for the next quarter, or even the next week, with so many unknowns? There are more questions than answers.

  Rather than focus on the unknowns, let’s tackle the knowns. If, back in February, you shelved an ambitious social media campaign for a new product or service, pull that plan out now. It may not be the right time for the launch, but it’s an excellent idea to look at the concept, see how it’s holding up to where business has gone in the last few months, and do any necessary updating. Then you’re a lot more ready to launch when it makes sense.

Let’s back up a bit further. Is your overall market presence sluggish, stale or nonexistent? It’s time to get a handle on that, because your clients (current and potential) are out there looking, listening and doing research. They know all this uncertainty will end sooner or later, and they want to be ready when the doors literally reopen.

 Go back to basics to reestablish ties and make first contacts

  When the economy goes south, businesses retrench. Often, they cut marketing and public relations first. That usually comes back to haunt them, because that lack of market engagement has many clients and prospects thinking that they’re in trouble — and thus not worthy of engaging.

  What smart operators are doing right now is not “hey, come look at our new widgets” campaigns. Rather, they are deploying simple, effective messaging along the lines of “We’re here for you” and “How can we help?” Though it doesn’t necessarily lead to immediate sales, such wraparound service sends the message that you see business as more than a transaction. That kind of relationship sends customer loyalty and appreciation through the roof.

  From that engagement, conversations flow. Suddenly everyone’s in the room, brainstorming on ideas and next steps for when things are back to normal. This is where you show how hard your team has been working to keep business as close to normal as possible. Produce a quick video on your safety protocols. Have a webinar that focuses on today’s market trends and how clients can capitalize on them.

  We talk about thought leadership a lot. In a good economy, businesses want partners who have a tangible presence in the market and are seen as reliable. In a dark period, such as the one we’re in now, that’s doubly true. Go quiet, and you’ll lose clients. Reach out with positive messaging, and then offer concrete, actionable steps to keep moving ahead, and you’ll have happy, loyal clients and no shortage of prospects for your pipeline.

  Want to learn more? We’d love to share some insights. Contact us at: 608-695-6510, or find us on LinkedIn.

Smart marketers keep their friends close — and their media contacts closer

The right audience is key to a successful marketing campaign. And while it’s understandable to think of that audience as the end reader or user, there’s another group standing between you and those people: the media, or influencers.

In the not-so-old days, PR pros had a huge Rolodex on their desks, and they would guard that analog technology with their lives. Those paper cards on a plastic frame held the names, numbers and other information for media contacts. They were hard-won trophies, and each one meant an entrée to a reporter or writer — someone who could carry a message far and wide.

Fast forward to now, and the same still holds true. The cards are digital, the contacts are in a smartphone, but the strategy is the same: Cultivate a base of everyone from reporters to social media influencers, so that when it’s time to tell your story, you’ve got a pipeline in place to broadcast that message far and wide.

It’s all part of the plan

  This particular element of a sound public relations strategy may get the most attention — it is the public debut, after all — but it’s not the starting point. Before the spotlights shine, a good marketer has ensured that they can answer any and all questions that might arise. A journalist wants to know the backstory, why a particular product or service is coming out now? You’ve got a page of talking points to refer to, or share. They want to know how this move supports your brand strategy? You’re ready.

  And best of all, a good media relations campaign means talking to a friendly audience. There’s no damage control here, because your PR partner is connecting you with a carefully curated group of influencers who want to know what you're all about. They have been chosen for the type of outlet they write for, or for the general gist of their coverage and readership. It’s matchmaking, without all the swiping right or left. These media representatives trust you and your marketing team to give them a really good story — even an exclusive. And in return, they’re coming in as explorers, not skeptics.

  A good media relations strategy also results in earned media — stories, social media posts, blogs, etc., that make you and your product(s) the star. Sure, you could blow up the Twitterverse or Facebook with a bunch of paid spots, but readers see “sponsored content” and think, “It’s an ad. Yawn.” This way, you’re getting a valuable third-party endorsement that can go miles further in building and enhancing your reputation than a paid spot ever will.

  What else can all this positive, glowing coverage do? Generate leads and build sales. That’s the point in the first place, right?

  Ready to sit down and work on some strategy? We are too; let’s go. Contact us at: 608-695-6510, or find us on LinkedIn.

The story pitch: part art, part science

When you, your team or your company has done something remarkable, you want the word to get out. That’s understandable, and today there are options to launch and control that message: blogs and social media posts, just to name two.

But unless you’re a Kardashian, a DIY approach to exposure can result in The Greatest Story Never Told. Sure, the people who follow you online will see it, but chances are they’re already friends and supporters. How can you reach a wider audience?

Enter the story pitch.

This is the part of a strategic media relations plan that puts you in the spotlight and lets us leverage the many journalists, influencers and other contacts in our network. Some call it “smiling and dialing,” but it is much more than that. What we’re doing is putting your story — and a lot of other information about you — in front of a carefully curated group of print, television and online reporters, bloggers and industry influencers who can take the news and amplify it.

And when we say “carefully curated,” we mean it. We’ve been on the other side, and no journalist likes being hounded to run with a story that doesn’t make sense for his/her beat or isn’t a great news hook. That’s why we put you, and your story, out with:

• Plenty of “meat”: facts, figures, case studies and WIIFTR (what’s in it for the reader)

• Trends and talking points

• Your expertise and why you’re a source worth talking/listening to

• The industry’s challenges and opportunities and why this news fits that narrative

Going from one to many by cultivating media

The beauty of this approach is that once a reporter learns you’re for real and can provide great quotes and insights, they’ll keep coming back. That means your future endeavors have a better chance of coverage, and also that they’ll call you for an expert opinion when they’re writing other stories. That translates into more brand recognition and visibility in the marketplace.

The end result of a single, well-placed story pitch can be a solid article about a new product or offering. It can be inclusion in a larger, longer trends article. It can be a short,  insightful video interview. These pieces build on each other and quickly add up to a substantial portfolio that can then be pitched on its own, making your voice one that industry watchers and media are clamoring for.

And what can you do when they call? Certainly, you can offer thoughts on the issue at hand (and we’ll make sure you’re well prepared to do so). Also, you can make mention of how your company, and your products, are engaged and involved. Then watch what happens to client engagement and sales.

Ready to talk media strategy?  Contact us at 608-695-6510 or shoot us a note on LinkedIn.

Increasing customer engagement with repurposed content

Finding your (re)purpose

The white paper is finished and in design. The blog is posted. The email campaign is loaded and launched. Time to rest, right? Well … not completely.

Just as a farmer’s work is never done, neither is the hopefully eternal job of your content. Why the need for longevity? Because you need to be constantly top of mind for potential customers, as well as for reporters and analysts looking for experts. When they come to your site for information, they find those blogs and white papers, sign up for email, and voila! You have a following — and a pipeline of potential customers. And those people must be cared for and tended to, or they’ll move on.

You can help keep them engaged by repurposing the content you’ve worked so hard to create. Don’t do a cut-and-paste job by any means, but don’t start from scratch either. Take pieces and parts of a white paper, for example, and put them out in a new way.

Say you’ve crafted a solid, graphic-heavy white paper on consumer trends that addresses the unique needs of your customer base. The piece has all sorts of tips and insights, and it threads the needle between informative and interesting.

What if you then pull out the section on beverage-specific insights, write some text to create a newsy blog about drink industry trends for children, and then post that? You’ll attract a whole new series of readers — people in your target demographic who are searching for help around beverage processing. Then you can easily link them back to the white paper and keep them around even longer. Result? Not too much extra work, lots more engagement and many more chances to market and sell your products and services. 

Words + Pictures = more engagement, more opportunities

Don’t forget to use social media to augment what you’re doing online. If you had a great post that highlighted the white paper, be sure to post about the new, shorter content as well. Does the new material (or the old) have great art? Use that for an infographic — short and sweet, bright and colorful. And if you’re big on Twitter, grab a quote or eye-catching statistic from the source material and post it: catch the eye, catch the reader.

There are so many ways to make the best use of repurposed content, but one fundamental principle is that it’s important to have a strategy. Much as you didn’t just slap up the original piece online and walk away, make sure that your connected content does its job — attracting readers while also calling attention to the original piece you carefully crafted and launched into the world.

Want to learn more? We’d love to share some insights. Contact us at 608-695-6510, or find us on LinkedIn.