What is Public Relations? [Part 2]

Often times when people think of public relations, they think of high-class parties and frivolous networking –  as if we all are living the life of Samantha Jones, but as my colleague Vanessa Staublin demonstrated in part one of this series, public relations is much more than meets the eye.

 

After just a year in the public relations industry, I have contributed to numerous strategic campaigns all entailing services as unique as the clients they are designed for. From event planning to content creation, media relations to graphic design, the public relations industry is ever-changing and so is my job as a #PRpro.

 

Executing social media campaigns.

Whether you’re a millennial or not, maintaining a social media presence is crucial in today’s world.  And though it may be daunting, don’t fret! At Dittoe PR, we eliminate the headache by crafting and executing social media campaigns tailored to each clients seeking exposure in the social world. From Facebook, Instagram and LinkedIn, to Twitter, Snapchat, YouTube, Pinterest and more, it is important to take every platform into consideration and pinpoint which one will best support the messaging and motives of our clients.

 

We don’t stop there though; our entire staff of PR pros consistently contributes to our agency’s social platforms. While we often post client-oriented coverage to increase exposure, we also feature creative content that gives our followers a taste of our funky-fresh office and provide a behind-the-scenes look into the world of public relations.

 

Designing client content.

If Instagram has taught us anything, it is that presentation matters. Here at Dittoe PR, we get giddy at the opportunity to ‘wow’ our clients by creating content that is both effective and visually appealing. Whether it is monthly reports, case studies, or Snapchat filters, we pride ourselves on crafting quality copy that not only aligns with our clients’ messaging, but our agency’s as well.

 

Communicating visually is just as important in PR when strategically working to reach audiences and produce results. When properly designed, graphic elements can even establish professional credibility and engage audiences on a deeper level. Utilizing graphic design sets our agency apart from the rest and serves as a major asset for our client services.

 

If you’re company is looking to secure more media coverage or is in dire need of a social media revamp, we’re just a click away from executing the right strategic plan based on your company’s unique needs.

Instagram Story Tips for Building Your Brand

With more than 83 percent of users worldwide unhappy with the new platform update, Snapchat’s usage could see a big decline in the coming months. Instagram has been making changes too, and – aside from the lack of a chronological timeline – users seem to be pleased with the updates. New Instagram Story features include various font styles, new stickers and gifs, highlights, and more, all of which have users sharing content now more than ever.

 

In 2017, Facebook announced that Instagram Stories surpassed its competition, gaining more than 250 million daily active users in its first year. And with 100 million more people using Instagram Stories than Snapchat, it’s no surprise that businesses are starting to take advantage of this widely used feature.

 

By allowing users to share photos and videos separate from the main Instagram feed, Instagram Stories provide an additional way to share exclusive content that lasts for only 24 hours before disappearing. With an Instagram business profile, marketers can track impressions, followers, and engagements, as well as manage promotions. The Instagram Story feature allows marketers to track the number of views, the number of people who exited (swiped away from) your story, and the number of people who re-watched (tap-back) or skipped ahead (tap-forward).

 

Below are a few tips for using Instagram Stories to build your brand:

 

Give exclusive access and deals.

Because Instagram Stories only last for 24 hours, it’s the perfect way to deliver exclusive offers to your followers. Business can either (a) post a special offer/discount code directly to the Instagram Story or (b) refer viewers to the link in your Instagram bio, containing a direct link to a landing page for the special offer. By creating a sense of urgency, followers will be more likely to pay attention and engage as a result.

 

Provide a look behind the curtain.

Your followers continue to follow you for a reason, most likely because they’re interested in what you’re doing or offering. By sharing the creative process or giving a look behind the well-edited curtain, brands can give followers a peek at what goes on behind the scenes through content on their Instagram Story.

 

Let influencers take the reign.

By partnering with influencers that connect with your audience to conduct Instagram Story takeovers, brands can offer different perspectives for their followers. Hosting regular guest segments can provide both a variety and consistency of content for your followers to connect with. By promoting the takeover on the guests’ profile, brands can gain additional engagement and brand recognition from the influencers’ followers as well.

 

Collect feedback and increase engagement.

Aside from asking followers to ‘comment below’ to get their opinions, brands can take advantage of the Instagram Story feature that allows businesses to solicit additional engagement in the form of a two-answer poll. Post a question to your followers and they can simply select one of two responses, all of which are tracked in the Instagram Story metrics. Brands can also open their inbox to followers by asking them to ‘direct message’ (DM) them with responses, ideas, and more.

 

Tag your location.

By using the geolocation feature via Instagram Story, brands can tag and share their location for additional engagement. Instagram auto-populates locations near you or your business for simplified use, but brands can create a new geolocation tag using Facebook. From popping up on the Instagram ‘Explore’ page and finding local influencers to locating new followers and seeing who’s tagging you, the geolocation feature allows brands an alternate avenue to connect directly with other Instagram users.

 

Link to additional content.

For brands with verified accounts with more than 10,000 followers, adding a URL to the Instagram Story is a great way to link to additional content online. This feature can be used for promoting a new blog post, linking directly to a sale, or directing traffic to a partnered site. Brands who aren’t verified, or who have less than 10,000 followers, can still gain web traffic through Instagram by using their Instagram Story to direct followers to the link in their bio.

 

Need help creating content, increasing engagement, or generating brand awareness via social media? Request a consultation with us today!

 

Tips for Successful Influencer Relations

Although it’s been around for decades in the form of celebrity endorsements, influencer relations is the latest craze in public relations and integrated marketing and is only going to continue to grow in relevancy. Rightfully so, too, because if done correctly, partnerships with influencers equate to a more personal approach to telling your brand story and thus generate brand loyally over time.

 

If you aren’t already incorporating influencer relations into your strategy, you are missing out on a huge opportunity. Working with an influencer can result in a number of things, including increased website traffic, social followers, new subscribers, brand recognition, and hopefully product or service sales.

 

First things first, though: Spend time identifying your goals and objectives for a social influencer campaign, as well as a clear understanding of your target audience. Once that is set, you can build your list of influencers – researching to find ones that align with your brand, have an engaging follower base, manage a presence across more than one platform, and showcase the ability to tell a story with each post. Influencers come in many forms – from celebrities to bloggers to creatives – so look far and wide to find those that are most likely to positively impact your brand and convert into engaging customers.

 

As PR pros, we have been bred to run successful media relations campaigns. We understand the research and creativity it takes to consistently secure our client’s a spot in the headlines. Whether earned or paid, successful influencer relations campaigns require just as much thought, strategy, and personalization.

 

There is not a hard-and-fast equation to follow when engaging with influencers. Instead, ensure that these relationships are specific to both the influencer and the brand you represent based on the desired target audience, deliverables, and outcome.

 

Here are a some of our top tips for your next social influencer campaign:

 

Lay out partnership expectations up front. Social influencer partnerships are often set up as an exchange of product and/or payment for social or blog content. Proposing a clear list of expectations – timeline, number of and type of posts, etc. – will set the partnership up for success from the very beginning.

 

Take the relationship beyond transactional. This rings true in media relations, too, and it’s just as important with social influencers. Treat them as professionals but don’t forget to be personable. Engage with them on their core channels and build a relationship before, during, and after the partnership.

 

Do your research. As previously mentioned, the personal brand of the influencer should align with the brand of the company you’re representing. Spend time reading their blog, scrolling their Instagram, or watching their videos to understand what content performs well for the influencer before proposing a partnership. Every relationship and partnership should be customized.

 

One post is not enough. Work with the influencer to build a partnership that extends beyond one post on one platform. Opportunities that engage with an influencer’s audience repeatedly are going to have a higher ROI by gradually creating better brand recognition and by extension brand loyalty. In other words, consider monthly partnerships with options to extend based on the success of the campaign.

 

Create a social media budget. These days, most social influencers require compensation, so be prepared to offer more than just a product exchange. Set aside a percentage of your marketing budget for influencer relations if it’s an important medium for your business. There is always room for negotiatian but be careful not to discredit an influencer’s work.

 

It’s not about the follower count anymore. Influencers worth working with should have an engaging and loyal audience. Also deemed as micro-influencers, those with fewer followers may have a higher ROI than those with tens of thousands of followers. Analyze how their followers engage with their content – such as comments and likes – and the type of content that performs best for their audience.

 

We’re no strangers to successful social influencer campaigns. Need assistance? Contact us for a consultation.

 

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