Our Favorite DPR Moments of 2018

The new year is a great time to reset, reflect and set new goals — and that’s exactly what we’re going to do here.

 

From landing our clients in national media outlets and key industry publications to hiring six new full-time team members, Dittoe Public Relations has had an incredible 19th year driving results for our clients and growing our team. Relive our best moments of 2018 below.

 

Securing big media hits

At Dittoe PR, we don’t wait for news to happen. We make news happen. We’re all about securing consistent media coverage for clients in top tier media – national, local, trade and influencer outlets – by proactively brainstorming new story ideas.

 

Here are some of the biggest headlines we secured for our clients this year:

 

Bringing on new accounts, upsells

We pride ourselves on expanding our client roster and client scope with a variety of projects in the media relations, social media, event planning, content marketing and thought leadership spaces.

 

In 2018, Dittoe PR brought on multiple client wins in a variety of industries including Lonely Whale, Hoffmaster, Merchants Capital, Scooch and Massage Heights. Additionally, the company earned increases in scope for Aardvark and Medxcel. PSI, also new client in 2018, recently increased their desired scope of work with our team, as well.

 

Growing our team

Dittoe PR added six new full-time account coordinators and account executives to the team this year, each of whom are bringing exceptional results to clients day in and day out.

 

Shelby Kaiser joined the team in February and brought her experience of managing a sorority’s quarterly publication, assisting with email marketing and overseeing social media for individual chapters. Haley Williams brought her six years of industry experience in branding, storytelling and communication to the team in April.

 

Ashley Shuler (me!), a previous intern who started full time in June as an account coordinator, was promoted to the account executive role in October. Ashlea Alley, another former intern, also joined the team as an account coordinator after after graduating from the University of Indianapolis with a dual focus degree on public relations and journalism.

 

Jillian Thomas brought her eight years of TV reporting and anchoring experience to the team when she joined Dittoe PR in September as an account executive.

 

Kaitlyn Beck, who graduated from the Indiana University Media School with a B.A. in journalism and specializations in public relations and advertising, and Natalie Weber, a previous intern who started full time in October after graduating from Purdue University with a public relations and strategic communication degree, also joined as full-time account coordinators.

 

Developing our skills

Dittoe PR has always held personal and professional growth in high regard. We firmly believe that our premier PR agency can only grow if our people continue to grow, too.

 

This year, Dittoe PR introduced a professional development budget for all employees, and our team members took advantage of those dollars by attending conferences across the nation. Megan Custodio, Ashley Eggert and Greta Snell attended INBOUND 2018 in Boston; Kaiser, Vanessa Staublin and Sophie Maccagnone attended Digital Summit in Dallas; and Mallory Sturgeon and Kasie Pieri attended PR News’ Media Relations Conference in Washington, D.C.

 

Defining our values

This year, we embarked on a six-month journey toward building a stronger company culture through unified personal and professional development with the help of organizational coach, speaker and author, Katara McCarty.

 

After crowdsourcing responses to a select set of questions about Dittoe PR’s culture, the team collectively crafted four core values that we firmly believe in and practice daily to support each other, our clients and Dittoe PR as a system.

 

  • Cultivate Happy: At Dittoe PR, we have fun, work with passion and purpose, and value work-life balance.
  • We’ve Got Your Back: Because our team is always there for each other. Similarly, this value speaks volumes to how we treat our clients, because we’ve got their backs too.
  • Here We Grow: Because we believe we can go farther, together, by investing in our employees through professional development opportunities, mentorship programs, new client opportunities and more.
  • Exceed Expectations: Our team doesn’t just aim to meet client expectations. We strive to exceed them in any way possible.

 

From securing top tier media hits to cultivating our values, we can’t wait to see where 2019 takes us! Want your business on our 2019 list? Contact Lauryn Gray at lauryn@dittoepr.com to set up a consultation and learn more about our services.

How to Prep a Client for a Media Interview

At Dittoe Public Relations, we offer a variety of services that all help our clients put their best foot forward in their respective industries. You may have heard us refer to media relations as our “bread and butter,” and while it falls on us to secure the opportunities for coverage, it falls on our clients to execute a great interview (with a little help from us).

 

Let me start by saying that some clients are rockstar interviewees and love an opportunity to speak with media. To those clients, we salute you.

 

To the clients that don’t love the spotlight, we feel you. There is a reason we PR pros chose to be behind the camera instead of in front of it. We know you still love your companies but add in the lights, questions and the difference between a live shot and a look-live shot and all of a sudden, the thing you do every single day – talk about your goods and services – becomes incredibly complicated.

 

That’s where Dittoe PR comes in. We’re here to guide clients through the process, even the ones that are confident in their abilities, because, let’s face it, no one can ever be over-prepared. We make sure that no matter the outlet, format or interviewer, each of our clients are ready to knock every single interview out of the park.

 

Research.

Whenever we secure an interview, the first thing we do is research both the outlet and the reporter conducting the interview. Providing a synopsis of the target market of a publication can help frame the type of conversation. Is this a national publication or a specialized trade magazine? This knowledge can help shape the direction of the interview and set expectations.

 

Prior to pitching, we research reporter bios, beats and writing history. Fast forward to securing an opportunity and this knowledge gives us a feel for how they may conduct an interview, reducing the amount of potential surprises to our clients. We share all this information with our clients, so they feel at ease with the person (and media outlet) they’re conversing with.

 

Prep.

In addition to a thorough summary of who they’re going to be talking to, we also provide our clients with a detailed analysis of what topics will be addressed in the interview. This summary includes the story angle that secured the interview as well as key messages to support the client’s side of conversation.

 

We make sure that significant stats are top of mind and offer advice on how to give the perfect soundbite. We also offer suggestions on how to deliver flawless messaging, reduce background noise in phone interviews, and how to come across like an Emmy winner when on camera. We’ll even hold media training sessions with clients, as needed, to keep interview tips and tricks top of mind.

 

Execution.

When our clients go on interviews, we go on interviews. We listen it on phone interviews to provide introductions and take note of key information and necessary follow ups. With local TV interviews or larger national interviews, we accompany clients to the station, assist in visual setup and teardown, handle any final coordination with producers and reporters, and snap behind-the-scenes footage. Often times, we’re also helping with any last-minute prep – answering questions before going live – for the reporter conducting the interviews.

 

Trust us, as badly as we want the interview to go well, reporters want it to go well even more. Knowing that we’re there to take care of any issue that might arise lets our clients know that they, and we, have the situation under control. We also are committed to being visible and build real relationships with reporters outside of our email or phone exchanges.

 

At the end of the day, talking on live television or live radio can be daunting. At Dittoe PR, we put our clients at ease and help them navigate each individual interview as it comes along, leading to spectacular segments, articles, reports and coverage of all kinds.

 

Interested in getting more media coverage for your brand or company? Contact Lauryn Gray at lauryn@dittoepr.com to set up a consultation and learn more about our services.

How to Navigate A PR Crisis In Six Simple Steps

Bad reviews. An executive scandal. International data breach. A product malfunction. These are all examples of a PR crisis that many businesses have had to overcome, and they won’t be the last.

 

In today’s age of social media and innovation, the likelihood of a business facing a PR crisis continues to soar. While no one expects you to be perfect, how you respond can either give you a much-needed image boost or significantly damage your brand, alienating your customer base.

 

When a crisis does arise, use these helpful tips to navigate through the storm:

 

Appoint a response team.

Every business should already have a response team in place before a crisis hits to help ensure the right people are speaking on behalf of the company. This allows the organization to respond faster and speak with one voice, which can be difficult to achieve when multiple people are speaking on the company’s behalf.

 

The response team should be small and include the CEO, the company’s top PR executives and legal counsel. If the company’s PR executive does not have sufficient crisis communication expertise, consider retaining an agency with that specialty.

 

In addition, when a PR crisis occurs, each member of the response team should understand their role and responsibilities to help avoid confusion as well as any cross-over of duties.

 

Brief your team.

Once the strategy has been determined, relay the protocol to all persons who could be approached to speak on the company’s behalf. This means informing all employees, stakeholders, board members, etc., of who is to be speaking with the media and how they can direct any inquiries.

 

Craft your message.

Once the facts about the incident have been gathered, the team should agree on how to frame the response. When it comes to the response, think about the most transparent way to address the situation and what your company has done or will do about it – without placing external blame. In the response, be honest and open with your audience.

 

Once the message is crafted, it needs to be delivered in a timely manner. The sooner you apologize and admit the mistake, the sooner the public will forgive you. A prime example of a crisis being resolved correctly is how Starbucks handled their recent scandal by apologizing in a public statement, taking responsibility for the occurrence and making it clear that it won’t happen again.

 

Identify and address the affected parties.

Once the message has been crafted, identify the people who should know about the situation. This may include employees, stakeholders, business partners, customers and media. Audiences who need to be informed will depend on the context of the situation, but regardless of who’s receiving the message, you should make sure it is sent out in a timely manner.

 

Monitor the situation.

Assessing the brand’s image is especially important following a PR crisis, so keep an eye on inbound and outbound communications to address follow-up questions or concerns.

 

It’s also important to also track what people are saying about a company online. One way to do this is by establishing a monitoring system that quickly uncovers negative trends before they become a bigger problem and migrate to the media.

 

Dittoe PR uses TrendKite to track and monitor media coverage for clients, which allows us to look at the company’s media coverage, share of voice, sentiment, social media amplification, competitors’ coverage and more.

 

Review and learn from the situation.

Once the crisis is over, conduct a post-action review to determine how well your staff and management handled the situation. During the review, discuss what you could have done differently and what changes are necessary to prevent a similar situation.

 

What not to do.

When you come face-to-face with a PR crisis, stay away from these tactics:

 

  • Lashing out: Even if a media outlet or opposing party has said something false about your company, it is never a good idea to respond negatively or blame the complaint for the situation.

 

  • Offering no comment: Not having answers to potential questions is the worst thing you can do during a crisis. If you don’t have enough information to give a solid response, say so and assure that you will issue a statement when you have more details.

 

  • Responding too quickly: Handling a PR crisis is all about timing, so don’t give an answer prematurely before you know all the facts. This may cause you to contradict previous statements later could further damage your reputation.

 

 

  • Dwelling on the situation: A period of bad press is often just a hiccup on your path to success, so don’t let it completely distract you from continuing daily business responsibilities.

 

  • Avoid assembling a plan: Almost all crises can be avoidable with the right planning. Don’t wait until the last minute to assemble a thorough crisis communications plan.