Media Relations

 by Skylar Whitney

Benefits of Leveraging Influencer Relations in Your Social Media Strategy

I’m guilty. I follow a ton of influencers. I read their microblog captions, like their photos and videos, and check out the products they promote. I’ve even purchased a product, or three, after seeing my favorite influencers post about them. Instagram reached over 1 billion active users nearly a year ago, and it’s already recognized as the fastest growing social network of 2019. So, it’s no surprise that nearly a third of my newsfeed is influencer-related content.

Influencers aren’t a new concept, though. Back in 1931, Coca-Cola launched one of the first “influencer” campaigns, getting Santa himself to represent the refreshing taste of Coke. Over the years many other brands leveraged celebrity endorsements, but marketers soon realized that leveraging even the most popular names in Hollywood did not correlate to engagement.

Instead, consumers became more reliant on peer-to-peer reviews (thanks, Amazon), and non-celebrities proved they could bring home the bacon drive conversions. Now we’re living in a world ruled by influencers, and brands both large and small are seeing results from leveraging these types of relationships.

Below is a breakdown of the benefits your brand receives when leveraging influencer relations successfully in your social media strategy.

Reaching a larger audience.
One of the biggest benefits of working with social influencers is the opportunity to reach a larger audience with your message. This works especially well if you do your due diligence in making sure the influencer’s followers match that of your target audience. As increasing brand awareness is often one of the main goals for brands, the opportunity to reach users in a more organic way is valuable.

Street cred.
Not only do influencers provide a wider audience for targeted messaging, but they lend additional credibility to your brand. Users recognize influencers as experts in their field, whether it’s beauty, travel, tech or anything in between, so if they’re repping your brand it’s more likely the message will be well-received.

In fact, in a survey by Fullscreen, consumers aged 18-24 are more likely to trust influencer posts (54.8%) than consumers aged 25-34 are (36.5%). However, this older demographic is more likely to trust what an influencer says about a brand (44.3%) than what a brand says about itself (20.8%).

Influencers are storytellers.
Scratch that. Good influencers are storytellers. And by blending your brand’s messaging seamlessly into the influencer’s story, your business will be seen as more authentic. Rather than talking AT your audience, use influencer marketing to start a conversation about your brand and talk WITH them.

Higher earned media value.
So now you’ve reached a larger audience and your brand has gained additional credibility. What about the effect these relationships have on your company’s bottom line?

According to the 2019 Influencer Marketing Report, “businesses who understand influencer marketing gain impressive returns, up to $18 in earned media value for every dollar they spend on influencer marketing. Even average firms achieve impressive results, with an average earned media value of $5.20 per dollar they spend on influencer marketing.”

It’s one thing to follow influencers and consume the content they share. But working directly with influencers on a regular basis to create engaging content for your brand is an entirely different beast. Before getting started, make sure you know what story you’re trying to tell, then outline your goals, KPI’s and expectations of deliverables from the partnership.

Interested in adding influencer relations into your social media strategy? Contact Lauryn Gray at lauryn@dittoepr.com and set up a consultation today!

in Media Relations / Media Strategy / Social Media / Strategy 0 comments
 by Sophie Maccagnone

If We Pitched Characters from “The Office”

Just like every other Millennial, the employees of Dittoe PR are concerningly obsessed with “The Office” and everything that it perfectly articulates – always managing to generate laughter no matter how many times you’ve seen the episode. It is just that good. And after reading a brilliantly creative blog by a Sigstr employee [and fellow ButlerBulldog], I was inspired to merge my love for Dunder Mifflin with the most significant aspect of public relations: pitching.

While drafting personalized pitches for each reporter can seem time consuming, the lasting relationships formed with media members and top-notch coverage secured for our clients is more than worth the effort.

To show you what we mean by “personalized,” I crafted and tailored media pitches to five Dunder Mifflin employees leveraging current clients of Dittoe PR:

MICHAEL: Why All the Coolest Bosses are Texting for Talent
Hey, Michael!

As a leading branch manager for a thriving paper company, we thought you’d be interested in learning how to bring more hardworking, cool employees, like Ryan, to your office.

Text-based interviewing platforms, like startup Canvas, are helping businesses communicate with the already mobile-obsessed talent generation. With Canvas, employers are able to screen more candidates daily, allowing prospective employees to respond to interview questions at any time from any location—bathroom, crowded concert or even the club.

Not only does this recruiting method resonate with Millennials – like Ryan – but texting is now a prevalent form of communication across all generations. According to Mobile Marketer, 60% of individuals over age 45 say they are just as likely to use texting as voice calling.

This is why you need to hang up on your phone interviews and start more conversations with job candidates via text message interviews instead. Any interest in having a Canvas representative come to your office to learn more?

STANLEY: Relieve Boss-Induced Stress with Holistic Approaches
Hello, Stanley –

Research has linked having a lousy boss to an increased risk of heart attack due to high-stress environments. Thankfully, research also found that massage therapy is effective in lowering stress and blood pressure.

Just like Pretzel Day, a massage is capable of diminishing any woes of the workplace and providing the relief and relaxation you desperately need now more than ever. Enter Massage Heights retreat in Indiana, where therapists limit conversation and focus on administering the perfect pressure tailored to your preferences. From essential oils to massage therapy, Massage Heights will ensure your monitor is on silent.

A Massage Heights representative would be more than happy to visit for an in-office interview and demonstration of a chair massage to show what the benefits of massage therapy are. Any interest?

DWIGHT: How Paper Straws Can Help Recyclops Defeat Polluticorn
Dwight,

We are reaching out because we desperately need your exemplary skills in an effort to alter human attitude and behavior about plastics and catalyze a significant reduction in plastic pollution.  

In the U.S. alone, we use 500 million plastic straws every day, many of which end up in our oceans, Shrute Farms and harming our sea life while conquering Recyclops’ planet. If we don’t act now, Polluticorn will rule the world.

How can you help? With your remarkable persuasive leadership, you can get your followers to #StopSucking on single-use plastic straws. USA-made Aardvark flexible paper straws are the strongest, longest lasting on the market. They’re safe, FDA-approved and friendly to our environment. Aardvark paper straws come in 200+ customizable designs, including these that match your demeanor.

If willing to help, we’ll send you samples of Aardvark Straws that will help destroy Polluticorn and his army of pollutants. Any interest?

TOBY: Leveraging Corporate Relocation when Moving to Paradise
Hi Toby,

I recently heard you were relocating to Costa Rica, so I thought you’d find interest in reading a newly released industry study from leading mover, Atlas Van Lines, detailing companies’ current corporate relocation policies and practices.

This year’s Corporate Relocation Survey surveyed 444 corporate relocation professionals, with 91% of respondents working in HR like yourself. Companies like Dunder Mifflin and Prince Family Paper estimated that only a third of relocations were fully reimbursed – meaning employers are once again letting you down.

While the impact of housing/mortgage concerns has lessened notably over the past six years, not everyone can rely on branch closings and severance to pay for their moves.

More findings and data pertaining to the comprehensive study can be found here. Any interest in sharing this study with fellow HR representatives?

KEVIN: Making the Malone Family Mainstay Dundie-Worthy
Hello Kevin!

We’ve heard about Kevin’s Famous Chili, and we’re here to introduce you to an ingredient – available at Carmel Market District – capable of taking your dish from good, to award-winning.

This summer forget the Ancho Chiles and indulge in the addictive flavor of New Mexico’s famous pepper, the Hatch Chile pepper. These bold, spicy peppers will pair perfectly with the under-cooked onions, pressed garlic and diced tomatoes that will surely have folks chatting.

This famous pepper combined with your famous chili will ensure you a coveted Dundie while leaving everyone else saying “Don’t Go in There After Me!”

We’d love to host you in-store for a segment showcasing your chili! Happy to help transport the dish after as well!

Think your business or organization could benefit from our creative minds and tailored pitching? Contact Lauryn Gray at lauryn@dittoepr.com today!




in Media Relations 0 comments
 by Natalie Weber

How to Prepare for a Post-Grad PR Job

It’s the most wonderful time of the year. No, I’m not talking about a certain red and green holiday, I’m talking about graduation! Earning your college degree, decorating your cap, walking across the giant stage, taking countless photos with your friends and family, the crippling anxiety of starting your first real-world job…okay, maybe that part wasn’t so great.

Going from college life to the real-world can be tough. There should really be a “What to Expect When You’re Expecting Your First Job” book on the shelf. Personally, I was a mixed bag of emotions when it was time for graduation. While I was excited to see what this new chapter had in store for me, I was absolutely terrified about what being a “real adult” actually meant.

I’ll let you in on a little secret – I didn’t have a job right out of college. It took me three months post-grad to find an internship in this industry (thank you, Dittoe PR). If you find yourself in a similar position, it is okay! You’ve got this. 

Whether you’re still in college and planning ahead for graduation or you’re a recent grad still looking for the perfect fit, with these four tips in mind, you’ll be a #PRpro come your first day of work.

Create a 90-day plan.

90 days might seem like a lifetime, especially when you’re starting your first post-grad job. However, the first 90 days are crucial to both you and your employer. By planning out your goals for the first 30, 60 and 90 days on the job, you’ll have created your own vision of what success looks like in your role.

Include smaller goals within your first 30 days, such as getting to know your co-workers or understanding your company’s vision. By 90 days, your goals can shift – how will you step up in your new role during this period? With goals set and visions in mind, you’ll be able to track your progress every step of the way. Thinking in the short-term keeps long-term stress at bay and makes everything a little more manageable.

Fun fact: At Dittoe PR, our fabulous office perks (half-day work from home, flex hours and unlimited vacation) start at 90 days!

 

Get skilled.

As PR pros, we’ve got a myriad of tools to help us throughout the day. Take some time between graduation and your first day to familiarize yourself with a few of PR’s most beloved measurement tools such as Critical Mention or Cision. You could even take a few weeks and earn your certification in Google Analytics – you know your PR professor would want you to!

Try to learn a few additional skills that will help you stand apart from your peers, too. Consider navigating through a design site such as Canva or teaching yourself Adobe Photoshop. You might not have needed these to land the job, but they’ll certainly come in handy throughout your career and show your employer that your love of learning did not end with your diploma.

 

Research. Research. Research.

You probably (hopefully) looked into your new company prior to your initial interview. However, just because you’ve been hired doesn’t mean you should stop researching your new digs. Prior to your first day, be aware of your company’s mission, their current clients and what they’re all about. This will no doubt impress your new leaders during the orientation and onboarding process.

Dig through the company’s “about us” tab for a glimpse into the organization. If the company has a blog section on the website, read a few of the recent posts to gain additional insight into their work culture before you step in on your first day. You should also follow the company on any and all social media platforms, engaging with their content to better understand just who you’ll be working with on a daily basis.

 

Live it up.

You’re hired. You just got your first post-grad job, so enjoy it! Bask in this moment – a college degree took you three, four, maybe even ten years. Celebrate your incredible accomplishment with friends and family before your first day on the job. Your loved ones will be sure to help boost your confidence and spark your joy prior to starting your career. In short, it’s okay to be proud of yourself! I promise.

Now, as they say in cliché movies and TV shows, go get ‘em tiger!    

 

Interested in becoming a PR pro with Dittoe PR? We are always accepting applications for consideration. Send your personalized cover letter, resume with references and writing samples to Greta Snell at greta@dittoepr.com.

in Media Relations 0 comments