Top PR Trends for 2018: Part 2

If you’re like most busy marketers or entrepreneurs, you barely have time to get through your own to-do list, let alone research and stay on top of the latest PR trends that can help your brand increase its visibility and attract more customers.

We’re here to help.

Today, we’re continuing our two-part series on the top PR trends for 2018. My colleague Megan Custodio shared some incredibly valuable insight on the continued rise of influencer marketing and the evolution of the press release in her blog post last week. This week, we’re diving into two other big PR trends shaping the industry this year: the role of media coverage in social media and the rise of thought leadership.

 

The role of media coverage in social media

Social media has not only changed the way we interact with our favorite brands, friends, family and celebrities. It’s also drastically changing the way we get our news.

 

More Americans than ever are getting their news from social media. According to a Pew Research Center study, two-thirds of Americans get their news on social media.

 

We are already primed to consume our news and stay informed through stories our friends share on Facebook. If you aren’t constantly sharing your media coverage on social media – and positioning it in a way that provides tremendous value to your audience – you’re missing out on a big opportunity.

 

You can no longer simply post your media coverage on the news section of your website and hope a potential customer reads it. You must take your media coverage where your audience is – social media.

 

One important fact to remember about social media is this: people don’t spend time on social media to be “sold to.” They want to be entertained, connect with others, as well as find and share interesting news, blog posts, videos and pictures. Sharing your media coverage on your social media platforms provides you with a perfect opportunity to provide interesting, valuable news with your audience.

 

However, you must position your media coverage in a specific way to get the right type of engagement from your audience. This is where many brands miss the mark.

 

As the old adage goes, everyone’s favorite radio station is WIIFM (What’s In It For Me). You must apply the WIIFM principle to everything you create for your audience, and a social media post sharing one of your pieces of media coverage is no exception.

 

Instead of publishing a Facebook post that simply says, “We are in The Wall Street Journal! Click the link to read the story,” analyze this piece of media coverage from the WIIFM standpoint of the customer. Ask yourself what interesting ideas or knowledge your customers can gain from this story that will make their lives and/or business better.

 

Then, find a way to pique the interest of your audience with attention-grabbing copy that tells them exactly what they’ll learn and how it will help them if they read this story. For example, “Struggling to reach enough talented people to hire and grow your business? Learn why text interviews can help you screen more job candidates in a shorter amount of time than traditional phone screening interviews. Discover what our CEO Aman Brar has to say about this topic in The Wall Street Journal and learn how Canvas is helping employers improve their interview process with the first enterprise-grade text-based interviewing platform.”

 

The rise of thought leadership

With smaller staff sizes struggling to produce enough content to satisfy the needs of their readers, media outlets are more open than ever to receiving contributed articles by outside subject matter experts.

 

And who are those outside subject matter experts, you ask? They are our clients – and experts like you.

 

Right now, there is an unprecedented opportunity for brands to position their team members as trusted thought leaders in their field through contributed byline articles that demonstrate their expertise. While it may sound counterintuitive, one of the best ways to attract new business is to stop talking about your business.

 

Instead, find ways to share your experience and knowledge of the industry through contributed byline articles. Whether it’s sharing best practices, trends, or other educational topics that provide value to a media outlet’s readers, you can establish yourself as a trusted, knowledgeable expert within the field. Becoming a published author in a media outlet your ideal customers read gives you instant visibility and credibility.

 

There’s a fine art to pitching and securing this type of thought leadership media coverage, and at Dittoe PR, we help our clients share their expertise, get in front of their ideal customers and establish themselves as valued thought leaders within their industries.

 

Are you ready to take your company’s media coverage and social media to the next level in 2018? If so, let’s discuss how we can be of service to you. Click here to schedule a call or meeting with us today.

Don’t Panic! Here Are The Top Crisis Communications Strategies

From large corporations to schools, government entities and even your friendly, neighborhood ice cream shop, every organization – large and small – will undoubtedly experience a crisis at one time or another.

 

And while every situation is different, one thing remains the same – the decisions you make regarding crisis communications will either help your company ride out the chaotic roller coaster or, if you’re not careful, cause lasting damage to your brand.

 

Following the crisis communications strategies listed below could help you protect your organization during a difficult time.

 

Preparation is Key

While it’s impossible to know exactly when a crisis will strike, it’s important to anticipate and plan for potential crises.

 

The best way to prepare is to create a detailed plan outlining every possible crisis – everything from running out of ice cream on a hot, summer day to the building burning down – and the best possible response for each situation.

 

One of the biggest challenges companies face during a crisis is having too many cooks in the kitchen. The crisis communications plan should specify who will make final decisions on messaging, who will be the media spokesperson and who needs to be looped into all crisis communications discussions.

 

Accuracy and Speed

At Dittoe PR, we consider accuracy and speed to be two of the main ingredients in crisis preparedness – and while both are important, the two can sometimes create a confusing balancing act.

 

In the case of a major crisis, it is incredibly important to act quickly to stay ahead of the media and response from target audiences. However, that does not mean you should hastily share information or whip up a media statement too quickly.

 

Our recommendation? Face the crisis head on, only sharing accurate and factual information. If you are unsure of how the fire started, avoid speculation at all costs. Instead, share what you DO know. Avoiding the media during a crisis is often the biggest mistake a company can make, as it creates unnecessary rumors and spreads confusing messages.

 

Company transparency

During a crisis, it’s sometimes easy to forget about your employees while trying to communicate with the media, law enforcement, investors and everyone else on your list. However, neglecting employees could be harmful to your company’s internal well-being.

 

Oftentimes, employees catch on to crisis situations even if the company has not shared information and updates. Company morale can quickly diminish if employees think something is wrong, but are not receiving informational updates. Instead, the organization should always make sure to share the most up-to-date information with all employees to keep everyone in the know.

 

In the event of a crisis, the CEO and the executive team must consider the company’s employees as another constituency to respect and inform. This is particularly helpful should an employee want to discuss the company’s situation with others, on social media or even with the media. You should prep employees on what’s appropriate to share with their own networks (and also what’s not).

 

In short, managing crisis communications is no easy task. However, it doesn’t have to be detrimental to your brand if you prepare, act quickly, share accurate information with the media and your employees, and most importantly, avoid panic!

 

Additionally, working with an experienced PR firm can ensure success before, during, and after a crisis occurs, as well as strongly increase the chances of making it through unscathed.

 

Think your company or brand could benefit from expert crisis communications? We’re happy to help!

Dittoe Public Relations named a finalist in Ragan’s 2013 PR Daily Awards

Recently, Dittoe Public Relations was named a finalist for Ragan’s 2013 PR Daily Awards in the Best Event Marketing category for our work on the 2012 BMW Championship PGA TOUR tournament.

“It’s an honor to be recognized nationally by our peers for the results we produced for the BMW Championship,” said Chris Dittoe, president and co-founder of Dittoe Public Relations. “Our traditional media outreach combined with a fresh approach to social media marketing in our ‘Place the Pin’ contest led to record-setting attendance for the event and proved a boutique PR agency can deliver exceptional results.”

Our media relations and social media campaign focused on increasing local and regional awareness of an event new to Central Indiana, as well as creating and implementing special promotional events. Our multi-tiered approach paid dividends for the tournament: The 2012 BMW Championship surpassed its expected outcome and drew more than 143,000 spectators to become the highest-attended tournament in its 113-year history. In addition, the PGA TOUR named the BMW Championship “Best Tournament of the Year” following the commencement of the FedExCup Playoffs.

Highlights of our campaign include:

  • The BMW Championship was mentioned in 488 pieces of media coverage, leading to more than one billion impressions in print and online media.
  • An increase in the tournament’s social media reach and effectiveness, as its Twitter audience more than doubled, its Facebook page received 1,000 new “Likes” and its Klout score was raised from 17 to 64 in less than 30 days.
  • The “Place the Pin” marketing campaign drew more than 700 participants and generated more than $10,000 in ticket revenue.

Devised to drive awareness of the event offline and online, our “Place the Pin” campaign consisted of 18 BMW Championship-branded golf pin flag exhibits strategically placed around Indianapolis and Carmel. Public curiosity surrounding the displays combined with social media participation—fans posted pictures of the exhibits on Twitter and Facebook over an 18-day period—drove an increase in the BMW Championship’s social media presence and sparked community interest.

“The judges saw some truly incredible work from companies, agencies and individuals from around the world,” said Tyler Landry, awards program manager for the PR Daily Awards. “Each of the finalists in this year’s program represents the most innovative and successful work in the PR industry and should be proud of the being listed among the best of the best.”

The PR Daily Awards received more than 350 entries from corporations, public relations agencies, government agencies and non-profit organizations contending in 45 categories in traditional public relations and social media. Ragan’s PR Daily Awards will be announced in late-June and are judged by public relations experts, the editors of Ragan.com, PR Daily, HR Communication and Health Care Communication News. Award categories include traditional, digital/social media, annual report, branding and marketing, community relations/special campaigns, talent and Best PR Campaign of the Year.

To learn more about our custom media and social media campaigns, please feel free to reach out to us.

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