Signs a Career in PR Might Be for You

I wasn’t one of those kids who knew exactly what they wanted to do when they grew up. Some kids want to be doctors or veterinarians or teachers from the first time they’re asked that question until they graduate from college with a job lined up. What I wanted to be when I grew up had something to do with reading and writing and books – and to be a princess, of course.

Skip to college admissions time, and I just knew I wanted to be a music teacher… but you can’t be a music teacher if you aren’t accepted to the school of music. Then, I just knew I wanted to be an English teacher… until I realized I didn’t actually want to teach at all. One English literature degree, graduate certificate program, and internship later, I knew what my career was going to be: non-profit marketing.

As I write to you on a PR agency’s blog, it’s clear that non-profit marketing was indeed not my forever career. However, my education and experiences did lead me to public relations, and I can trace the breadcrumbs of my interests and skills that make PR the perfect career for me – and maybe for you, too. Here are four signs a career in PR might be for you:

1. You like to write.
Writing is a rewarding, if challenging, pastime. Ask any author on Twitter and they’ll let you know how much of a challenge it can be to get the right words on paper. When you get to tell a compelling true story, though, and it results in national media coverage, it’s hard not to be delighted to write every day. Whether it’s a press release for a client’s latest capital fund raise, a blog post for a product that’s changing kids’ lives, or even an award nomination so a client can receive deserved recognition for the amazing company culture they’ve built, the reward for touting all the amazing things our clients do far outweighs any challenges.

2. You are addicted to NPR, morning radio shows or evening news programs.
I used to have a 45-minute commute around Indy. On the fifth day in a row where I heard the same three songs and 10 commercials in a 20-minute window, I had to do something to stimulate my brain during rush hour. I found Indy’s local NPR station, WFYI, and I haven’t changed my radio since. I feel lost if I don’t know what’s going on in the world, in the US and here in Indiana.

In PR, this is a huge asset. “Newsjacking” is an opportunity we take advantage of often. If we hear an interesting story and one of our clients has a timely counterpoint to share, we can reach out to that reporter with our client’s unique viewpoint. And newsjacking doesn’t only apply to serious news. If a client has a fun event coming up and you know that your favorite morning DJ would love to attend, reach out! It could be a win-win for the client and the station – not to mention all the people who will want to check out the event when they hear about it during their own commute.

3. You’re bored by cyclical or repetitive projects.
Non-profits are ruled by the fundraising calendar cycle: Spring drive, summer event, fall drive, Giving Tuesday, holiday giving, repeat. Finding new ways to spruce up fundraisers can be a fun exercise, but once you’ve done it three, four, five times, the repetition can be draining. Hands down, my favorite thing about working at a PR agency is that no two projects look the same – even if you think they are on the surface. Creating a strategic social media plan for two clients may sound like the same project, but when one is for a hospitality client and the other is for a utilities company, those plans are going to look completely different. Having clients from multiple industries located in multiple states all with varying needs means every day at Dittoe is different, and so is every project.

4. You’re results-driven and tenacious.
I wouldn’t say I’m the most competitive person in the world – or in the Dittoe office, for that matter. But I do strive to exceed my clients’ expectations when executing projects. When a client hires Dittoe to secure coverage, I am driven to ensure they get the coverage they want, and then some. This can mean sending more emails in a day than I could have dreamed or spending time researching topics I don’t know much about. At the end of the day, though, when all that research and all those emails result in national coverage, stellar social media metrics, or a really great story, every minute is worth it.

These are by no means the only skills necessary to work in PR. If you’re entering the workforce for the first time, or looking at changing up your career, take stock of your interests in addition to your skills and education. You never know when having a favorite “All Things Considered” host or a penchant for local business newsletters might come in handy.

Using Instagram Stories to Show Off Your Brand Behind the Scenes

RIP, Snapchat.

 

Okay, so Snapchat isn’t officially dead, but in June 2018, Instagram reported having up to 400 million daily active users – more than twice that of Snapchat. While Snapchat is still appealing to teens, we’ve been steadily phasing it out of our clients’ strategic social media plans. Why post to Snapchat when you already have a great platform built up on Instagram?

 

If static Instagram posts are the sandcastles, Instagram Stories are the sandbox. You don’t have to worry as much about the content quality because that’s not what your audience is looking for. They want to see what you’re doing, right then in the moment. That awesome product shot you got of hats perfectly balanced on a railing that did so well on your page? Show what it took to get that shot – including the 49 outtakes where hats kept falling over or hands were still caught in the frame.

 

Here are four other ideas to show off your brand with behind the scenes (BTS) Instagram Stories.

 

Event Planning.
Those of us in PR know how much work goes into planning an event, whether it’s a press conference or an exclusive blogger sneak-peek. Those rows of chairs don’t set themselves up on their own – take a boomerang of setting the chairs up, tag your employees doing the heavy lifting, and take a moment to recognize all the work that’s going into the event before the official photo-ops.

 

Interviews.
One of my favorite things to do at Dittoe PR is to set up on-air interviews for my clients. Like event planning, there’s a lot of coordination that goes into these interviews – and some very early morning trips to the news station! Most people only see the final interview when it airs on TV, so take a moment to get a BTS shot of the studio (don’t forget to tag the station and reporters!).

 

Photo Shoots.
Professional photo and video shoots will bring your brand the best visual materials you can ask for. Behind those lenses are a lot of people, tools and coordination that your fans may not be aware of. The top-down shot of a desk with your products scattered on it? There’s a photographer standing on a chair, holding her camera out at a precarious angle, and snapping by feel rather than what’s in the viewfinder. And there may be one person talking in the video, but there’s usually three or four people holding cameras, microphones and interview questions who are outside of the frame helping to make sure it all goes smoothly. Sharing this effort may make your followers appreciate that perfect shot even more.

 

Company Culture.
Unless your company is run by robots (which would be kind of cool), you work with people who have different interests and hobbies, as well as different roles within your organization. Introduce them to the world – with their permission, of course! You may know that your engineer has a thriving succulent collection on their desk, or your receptionist is notorious for their food-themed earrings. Your fans want to know the people behind their favorite brands.

 

And this doesn’t have to be on an individual level, either. If your company caters in lunch, regularly participates in #WineWednesday, or has a team building event off-site, these are great opportunities to show off your company culture and the leaders behind your success.

 

There are countless ways to use Instagram Stories to show off your company. If you’re not sure what might work, just take some boomerangs and see what happens!

 

Want some more help planning an in-depth social media strategy to show off your brand? Contact Lauryn Gray at lauryn@dittoepr.com.

Dittoe PR Scores a Hole-in-One with Carry The Game

Announcing a brand-new initiative at an industry’s largest trade show is no small feat, but Dittoe PR is always up to the challenge.

 

The Western Golf Association (WGA), a long-time client of Dittoe PR, knew they wanted to make a splash in the industry when they announced their newest venture, Carry the Game. It’s an initiative that aims to change the face of youth caddying in the U.S. and would take golfers, clubs, and organizations across the industry coming together to make this initiative a success.

 

The best time to announce a new industry-wide initiative is when everyone in the industry is together, right? That’s why the WGA set their sights on announcing Carry the Game at the PGA Merchandise Show, hosted Jan. 23–26, 2018, in Orlando. The PGA Merchandise Show is the golf industry’s leading trade-only event. PGA and golf industry professionals gather together to discover the latest trends in golf equipment, technology, apparel, and accessories, as well as to learn about what’s happening in the golf industry.

 

Enter Dittoe PR.

 

With brand new, never-before-seen initiatives such as Carry the Game, it’s important to begin by establishing a knowledge base, or making sure your audience in informed. Dittoe PR started by drafting a press release, FAQ, and fact sheet to share with reporters, acting as a one-stop-shop of information for anyone who needs it. We bundled all this information into comprehensive media kits and included photos of the student caddies for reference.

 

Facts in hand, it was time for our team to pull from our past golf industry experience to secure media interest.

 

If you’re new to media relations, you may be surprised by just how many news outlets and blogs there are for various industries. There are dozens, if not hundreds, of golf magazines, blogs, radio shows, and podcasts. The major outlets such as Golf Digest and The Golf Channel may dominate the airwaves, but local golf associations have their own publications, and just about anyone who loves golf wants to talk about it. Dittoe PR researched and reached out to them all, with one caveat: No one could share information about Carry the Game until the first day of the PGA Merchandise Show.

 

Dittoe secured 17 on-site interviews for three WGA staff members who appeared on TV shows, on podcasts, in magazines, and in blogs. A Dittoe PR team member traveled to Orlando with the WGA team to assist on-site by coordinating meeting times, supplying the ever-important media kit, and ensuring both reporters and the WGA had everything they needed.

 

Not long after the PGA Merchandise Show, the coverage began pouring in!

 

 

In total, our outreach also garnered media interest from an additional 30 outlets, including Golfweek, Golf Digest, Golf Talk America, and the Daily Herald. Interviews with the WGA occurred well into March.

 

At the conclusion of Dittoe PR’s partnership in announcing Carry the Game, the WGA saw 63 secured stories, over 95 million media impressions, and an estimated ad value of over $800,000.

 

Interested in earning media attention for your next big announcement? Request a consultation with us today!