Five Skills to Take PR Pros to the Next Level

There’s no doubt about it – PR is no longer just press releases. While media relations and communication skills cannot be understated, exceptional public relations pros will know how to utilize non-traditional skills to stand out and make an impact for their clients.

 

The way we communicate is constantly changing, which means PR professionals need to adapt quickly and creatively to share their message. If you want to get ahead and pick up a few tips and tricks to add to your toolbox, here are a few great places to start.

 

Invest in some design skills.

Being able to make an eye-catching infographic to wow your client no longer requires years of design school. Graphic design and public relations are often thought of as two separate disciplines, but a good campaign is strategic and cohesive. Being able to create a great design, whether it is for an infographic or a poster, can increase your impact. You can check out some video tutorials online (thanks, YouTube!) or even use free design software such as Canva.

 

Video is the future.

It’s hard not to notice video’s rapid rise in media. If this tactic isn’t part of your efforts this year, you are potentially missing out reaching a huge audience. 147 million Americans watch video on the internet, and that number continues to rise. To reach this audience, check out Instagram stories or IGTV, or plan a Facebook Live. For example, Dittoe PR used IGTV recently when sharing our favorite moments of 2018, and that video received more than 250 views. There are so many ways to engage with video – try some out!

 

Hone your photographic eye.

Whether you are taking photos at an event to send in a pinch or snapping a shot for social media, knowing how to take an eye-catching photo can give you a step up. Want to try it out? Try using different angles, light, and dimensions when taking photos. Practice your skills (even just on your iPhone!) and snap away.

 

Stay social media savvy.

Understanding two-way communication with your audience on social media platforms is key in today’s social media driven world. Social media is not only for sharing, it is also great for engaging and interacting with your followers. Create a social media plan, post consistently, and interact with your followers to build your community. And don’t forget to test out those new photos, videos and graphics you created!

 

Keep up to date.

In a rapidly changing industry, it’s important to keep up with the latest trends and tactics. Some easy ways to stay up-to-date include following PR blogs on Twitter, setting Google alerts and being involved in your local PRSA chapter. We also post more trends and tips on our blog.

 

At Dittoe PR, we are proud to provide results-focused campaigns and custom strategies for our clients. Interested in learning more? Contact Lauryn Gray at lauryn@dittoepr.com to set up a consultation for your company today!

 

By: Keeley Miller (Dittoe PR intern)

Pitching 101: Media advisories, press releases and more

Being a young professional in the industry, many of my closest friends and family still don’t understand exactly what public relations and media relations consists of. To keep the conversation short and sweet, I describe my profession as “emailing reporters and asking them to cover my client’s story,” which isn’t technically wrong. But it’s also so much more than that.

 

From drafting media advisories and finalizing press releases, to tailoring the perfect email pitch to the lifestyle reporter, my job can get pretty hectic!

 

In order to get coverage for a client, these tactics are the most important pieces to the media relations puzzle. Check out the most common – and successful- tools for pitching your ideal reporter below:

 

Press release

A press release, also commonly referred to as a news release, is a PR professional’s greatest asset and tool (besides the AP Stylebook!). A press release is a short, compelling news story with statements from the company that outline the most important details of an announcement. A few examples that warrant a press release include:

 

  • Moving to/opening a new location
  • Announcing a new product or service
  • Announcing a key new hire or promotion
  • Winning an award
  • Company rebrand
  • Promoting an upcoming event

 

Press releases are written with the intention of sending to members of the media. Yes, sometimes they can be housed on a company website, but the sole purpose is for the media to pick one up and decide to cover the announcement in an upcoming broadcast or draft a story online or in print.

 

Media advisory

A media advisory is not a press release and the intent is actually different, too. A media advisory is written for the media, but it’s used to make them aware of your announcement, and hopefully to cover it, too! Media advisories work best for events, press conferences or grand openings. It’s common that an event might warrant both a press release and a media advisory, if it’s important enough.

 

The best media advisories should include the “5 W’s” or the who, what, where, when and why of the event. If your advisory is lacking any details or information, it’s likely the reporter won’t take the time to reach out and ask for clarification.

 

Basic pitch

Believe it or not, sometimes your email to a reporter doesn’t have to include a release or an advisory. If you have something newsworthy for a client, but you’re not necessarily inviting them anywhere or it doesn’t warrant a release, you also have the option to simply draft the perfect email and hit send. It’s a great, quick and easy way to get your client’s name out there without spending hours on creating an extra deliverable.

 

If you decide to send a pitch, personalize it! Depending on who you’re pitching, reporters can get upwards of 500 emails each day. So, make your pitch stand out against the rest.

 

A few ways to do this include using catchy emojis or their first name in the subject line. Personalize your email further by finding out what the reporter enjoys or what they typically write about and tying it into your intro. I like to visit reporters’ Twitter accounts to gain insight before hitting send. Whatever you do though, make sure your pitch is filled with information and leave nothing to the imagination.

 

Hopefully I’ve given you enough basic information to get you started. Remember, include all the details, make it unique, make it personal, and you’re bound to have luck! Just keep pitching.

 

Need help drafting your next press release? Looking to get results for your next company announcement?  Contact Lauryn Gray at lauryn@dittoepr.com to set up a consultation today!

How to Stand Out During Your Internship

What brings you joy?

 

Ever since binge-watching Tidying Up with Marie Kondo on Netflix at the beginning of the year, I’ve been asking myself that question in every aspect of my life. Before Marie Kondo, I actually already used this phrase with my friends somewhat jokingly when approached with a question: “Vanessa, should I buy these new shoes?” “Well, will it bring you joy?” But now, it’s taken on a whole new meaning.

 

Digression aside, one of the things that brings me the most joy in life is Dittoe PR’s internship program. As a former Dittoe PR intern myself, I remember how incredibly amazing my own experience was. While there were several perks to the internship, what made it truly impactful was the real-life agency experience I gained while still being a college student. This group of strangers brought me onto their team and almost instantly trusted me to help handle their day-to-day tasks – were they crazy? I’m not sure. But now, a few years later, I help lead our internship program and these strangers have become my work family (and yes, I can confirm they are a little crazy).

 

Every semester, it’s my goal to make sure our interns have the same experience I was afforded as a DPR intern. While we’re known for holding our interns to a high caliber, we believe this will help you in the long run. Our interns walk away feeling like they’ve gained the tools and lessons they need to become a PR professional. In fact, many of our current staff members started at Dittoe PR as interns. So, what is it that we look for in an intern? And what can you do to become a stand-out intern? Below I’ve scrounged up some tips and tricks I think will help any student stand out from the crowd, at a PR internship or elsewhere.

 

Take all the notes and ask all the questions.

This is probably the biggest piece of advice I can give all interns. Especially in PR, it’s imperative to take notes. Come to every meeting with a pen and paper and be prepared to write everything down. This shows that you’re not only prepared, but attentive, too. We also love when interns ask questions – we want to make sure you have a good understanding of each task at hand. And don’t be afraid to ask the daring questions, like “what if we did it this way?” or “have you thought of it this way before?” Questions like that will surely knock our socks off.

 

Treat this like a real job.

We hope you see this opportunity as more than just another college credit hour or another entry on your resume. Treat this internship like a real job because, well, that’s what it is. A real job. We give our interns real projects with real deadlines with real expectations. Forget the fluff projects you’ve had at other internships – at Dittoe PR, each intern is plugged into a dedicated account so you can see the ins and outs of how an account team works. Our goal is for you to walk away feeling like you have worked in a true agency setting.

 

Own your mistakes and grow from them.

We all make mistakes – from interns to senior account managers, it’s going to happen. The best thing you can do is to own that mistake and grow from it. Instead of dwelling on what happened and having it affect your confidence, look at each mistake as a learning opportunity. We don’t expect you to get everything right the first time, but we do hope to see you improve little by little over the course of your internship.

 

Maintain a “first-day” attitude.

I have to admit, I didn’t come up with this point on my own, but this one has really stuck with me. We all want to make a great initial impression – we usually do this by dressing professionally, taking notes, arriving early, participating in extra activities, etc. But don’t let complacency get in the way. While we’re a pretty laid-back bunch, remember to stay professional throughout your internship. Just because you start to feel comfortable doesn’t mean you can start to slack off in other areas. Treat every day like it’s your first day.

 

Ask for feedback.

The only way you can grow is if you ask for feedback. While we try to give feedback on projects in real-time, we often get bogged down and can let this crucial step fall to the side. But by taking this extra step and asking us for feedback shows that you care and that you want to improve. I can guarantee if you ask someone for feedback, you’ll receive it.

 

Integrate yourself with the team.

We truly see our interns as an extension of our team and not just interns. We love when interns join us during activities outside the office – lunches, book clubs, house warmings, etc. This allows our team to get to know you on a more personal level and help build deeper connections. It also shows that you want to be a part of our team. It doesn’t go unnoticed, and it’s a small act that can go a long way.

 

Think you have what it takes to be a DPR intern? We’re now accepting applications for our 2019 summer internship program through Feb. 15. To apply, send your cover letter, resume with references and three diverse writing samples to Vanessa Staublin at vanessa [at] dittoepr.com.