Year: 2014

5 Clues You’re Ready to Hire A PR Agency

Dana PhelpsBlog, Hiring a PR Firm, Raleigh PR Agency, , 2 Comments on 5 Clues You’re Ready to Hire A PR Agency

This is the first post in a three-part series: 5 Clues that You Are Ready to Hire a PR Agency, 5 Criteria for Hiring a PR Agency and 5 ways to Maximize Your PR Agency Investment. Can I get a high five?

I thought for sure that this blog post had been written so many times that I could just make my point by linking to my favorite versions of it penned by other PR pros. However, there are more posts on how to select a PR agency (which I’ll do next, anyway). Since the new year has already given me the opportunity to answer the question, “Do you think we are ready for a PR firm?” several times, I want to start with some scenarios that might help a potential PR agency client determine if now is the time.

1. You need expertise beyond your internal team to reach your goals. You have a solid business plan with carefully identified goals for the year. You know where you want to go, but you need help getting there. This applies to new companies, as well as established brands. The internal team might be you, an executive team, the marketing department or maybe even an internal public relations staff. When you find yourself asking more than once the question of “how do we get there?” consider bringing in a PR agency team with the expertise to help you build and execute a strategic communications plan.

2. You need resources/manpower/creativity beyond your internal team. Really smart clients accept that there are only so many hours in a day. Do you find yourself feeling frustrated that you don’t have the time to execute the big ideas? A PR firm can help. Crossing over with point #1, an agency team typically provides people with different strengths, which is an asset to clients. One person might be a better writer while another is a better media pitcher and yet another is creative when it comes to social media. Speaking of being creative, this is another benefit of hiring an agency team since most are made-up of people from different ages and backgrounds — put them in a room together and let the brainstorming begin. Here’s an example of how Clairemont helped a client with a highly creative campaign.

3. You understand that PR is a marathon, not a sprint. If you find yourself thinking about hiring a PR agency during your annual planning, you might be ready. If you find yourself thinking about calling around town to find an agency to help you get something done later this month, you probably aren’t ready. Do you notice that the word relations is part of many things PR agencies do? Public relations. Media relations. Investor relations. Community relations. Analyst relations. Blogger relations. Relations = relationships. Yes, of course we already have established relationships. However, we need time to extend those relationships to include your brand as well as make new ones based on individual client needs. Research and planning are also essential. We recommend 12-month engagements that identify mutually agreeable goals.

4. You are ready to trust. I’ve been on the client side, and I know! I know that an agency search can be daunting and that engaging or re-engaging external resources can be stressful. Trust that you can find the right agency partner, and then trust that PR agency to do great work for you. You can ease your anxiety by doing everything you can to select the best PR firm for you and the needs of your organization. More on how to do that in my next post!

5. You have a PR budget. Like any professional service you might outsource, you need to have a designated communications budget prior to hiring a PR firm. It is understandable if you’ve never worked with an agency causing you to have no idea what it might cost. If you are going to hire an attorney or an accountant for the first time, how would you get a sense for the fees involved? I suspect you might ask a friend, colleague or someone else in your industry who has used those services. While there are a variety of factors that will influence an agency’s estimate, you are likely ready to hire a PR agency when you’ve done your homework enough to understand what a reasonable budget range is (and have approval to invest it on behalf of your organization) for what you’re hoping to accomplish. Your local PRSA chapter should also be able to help you understand the financial parameters of working with an agency.

Hopefully this helps you if you are on the fence between ready and not ready. If you still don’t know, give me a call. Even if we aren’t the right agency for you, I’m happy to answer your questions and make recommendations. My mobile number is 615-294-1886. For those of you who have hired agencies, how did you know you were ready?

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Pitch Perfect

Tracy LathanBlog, Marketing, Professional Development, Public Relations, 1 Comment on Pitch Perfect

Those of us in the PR business have no doubt been asked by a client at one time or another, “How do we get more media coverage?” Unfortunately, the answer to this question is never simple since there are a lot of moving targets in terms of why some stories get covered and some do not. And, while a good story is a good story, I have found that the strength of the pitch is often the deciding factor in what ends up in the media.

Successful media pitching is an acquired skill…one that takes time, and often many failed attempts, to master. While there are always new techniques to learn and approaches to try, here are a few tips that have served me well over the years.

1.Tell a good story. Everyone loves a good story. A well told story can bring the most boring of product launches to life. Stories are personable, relatable. Here’s a great example…the goal was to help our client, C.J. Scarlet, create buzz and awareness about a new device she was bringing to market. But, it was her personal history and background that intrigued the reporter and made it an interesting story. Clayton woman’s high-tech jewelry packs crime-fighting punch.

2. Pick up the phone. With email and all the social channels readily available at our fingertips these days, it can be easy to forget to just pick up the phone. In my experience, the best media pitching successes have been when I was able to talk to a reporter live on the phone and pitch the story to them directly.

3. Think like the audience. Always think like the audience while planning your pitch. What aspect will be most relevant to them? Then, be sure to acknowledge the target audience in your pitch. For example, “I wanted to let you know of a new product that will be of interest to your readers…”

4. Tie your story to a larger trend. You will have a much better chance of getting a reporter or blogger to cover your story if you are able to connect it to a larger trend. Look for national news stories or trends and find a way to make a connection. Last year, we were introducing a revolutionary doorknob and decided to lead with the pitch of how families are very busy these days and often have their hands full, rather than focusing soley on the doorknob. Tying the doorknob pitch to a larger trend translated into prime media coverage, including this story from Handy Magazine: Become a One Trip Champ.

5. Timing is everything. This cliché could not ring more true in terms of media pitching. While we certainly can’t control a natural disaster or other emergency situation, you want to make sure there is not a big event or media story breaking when you plan to contact a reporter. It’s also important to consider time of the day and day of the week depending on who you are pitching. Which brings me to my next point…

6. Do your homework. Regardless of if you are pitching a Wall Street Journal reporter, or a local food blogger, it is critical for you to do your homework. Check out what types of stories they usually cover and read what they have covered recently before contacting them. Find out how they like to be contacted and what time of day might be best.

Like I said, media pitching is an art that takes time to master…so if you’re looking for media coverage for your business, make sure to find a PR team that is well-versed in the art of media relations. Interested in more? See our award-winning media relations for Triangle Family Services’ 10th Annual Gingerbread Benefit.

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The Return of Blue: Trending Now

Margot HorganBlog, Entry-Level PR Job, Fashion, , ,

We make it our business to keep up on all of the latest style trends, and today our intern Carly (more on this rising PR superstar coming soon!) is reporting on one of this season’s hottest – or should we say coolest – colors. 

Ever since colored jeans became a hot trend, blue seems to have taken a back seat in the fashion industry. However, this season our favorite cool color tone is making a big comeback in the dramatically fashionable hue, indigo.

Fashion designer Tracy Reese says her customers are always drawn to the moody, yet beautiful, color because “it looks good on everyone.” You can pair indigo with any color palette, whether it is bold and striking or soft and dreamy. To stand out, add a bright accessory and matching heels to an indigo outfit, or add an indigo scarf atop cream-colored blouses to enhance an otherwise simple outfit.

Indigo inspiration from Tracy Reese
Indigo inspiration from designer, Tracy Reese

The color trend continues in home décor this season, as well. Elle Décor flaunts tie dyed indigo patterns on wallpapers, wall coverings, throw pillows and rugs, and draws design inspiration from  the dreamy blue-accented Grecian villages along the Mediterranean Sea. Anthropologie boasts an entire line this spring called Everything Indigo in which the color is found in anything from shift dresses to accessories, including iPhone cases, dishes and vases. North Carolina-based tablewear and home decor company Vietri is also on-trend this season with its new collection, Maremisto. The assorted dishware features deep indigo hues accented with pops of color and nautical designs.

The Maremisto Collection by Vietri
The Maremisto Collection by Vietri

So, there’s no reason to feel blue this season as indigo pops up everywhere like budding springtime flowers. Whether it is gracing the runways of top clothing designers, accenting trendy pieces of furniture, or sprinkled in the designs of fine china, indigo is a dominating color this season. The Spring 2014 Pantone Fashion Color Report says so.

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Activating PR after the Super Bowl

Margot HorganBlog, Entry-Level PR Job, Marketing, , , , , 1 Comment on Activating PR after the Super Bowl

Today’s guest post is written by NCPRSA board member, Robert Carver.

You know the drill – create a super fantastic Doritos TV ad, send it to Doritos, get it viewed online by like a zillion people who vote for – YOU – then see your handiwork aired during the Super Bowl.  In the process, you take home a million bucks and, along with a second lucky winner, get to work on the new movie “Marvel’s The Avengers: Age of Ultron.”

Too easy.

Hold on, Mr. DeMille.  You’re not quite ready for your close-up.  Many have tried and failed to win the coveted contest – witness the WaPo blogger with the North Carolina-connected husband who’s spent countless hours and, presumably, a Doritos delivery vanload of money trying to secure his star on the cheesy snack’s walk of fame. “Crash the Super Bowl VIII” has been no different.

Now, after the zillion views and votes, “Time Machine” has won, beating out the dog-riding kid wrangler, wrongly-accused ostrich, nacho cheese-covered office guy and the – insert collective “ewwwwww!” here – finger-cleaning glory hole (one wonders what videos the producers of this one were watching during the creative process), what do the gurus at Doritos do to continue riding the bow wave of PR and marketing success?

Clearly, the Doritos brand has positioned itself as a fun American stalwart. People just like these tasty triangles and the lifestyle they represent. Though the earned media coverage enjoyed in conjunction with the Super Bowl itself will likely ebb in the days following the big game, the brand team needs to continue to capitalize on the worldwide and interactive conversation it’s started with its customers.

So, how to keep them engaged? Some possibilities in no particular order.

1. Doritos “Crash” Studio – Doritos holds another contest. To enter, you submit an entry number found on the inside of Doritos bags online at a contest web site.  Winners attend a “crash” course in video production taught by the two guys who did the online tips video. Winners also get the latest laptop outfitted with video editing software and a suitable video camera with accessories. The best student projects get posted online and voted on by like the same zillion folks and millions more of their friends with the winner winning more big bucks and having their ad air in a national campaign.

2. Cheesiest “Crash” Video – Hold, yeah, another contest. This time for the cheesiest “Crash” videos. Online voting, online conversation about, you get the picture.

3. Behind-The-Scenes at “Marvel’s The Avengers: Age of Ultron” – Follow the winners of the “Crash” contest around, maybe a live stream of some elements, with attendant online chats with the winners who relate their experiences. Post a completed behind-the-scenes video to YouTube and invite people to the conversation.

4. You at the Zoo – Since a good percentage of the finalist ads had animals in them, how about a photo contest with customers sending in pictures of themselves with animals – and, of course, Doritos.

5. “Crash” Diet – Doritos and fitness. Doritos can encourage a healthy lifestyle focused on responsible eating in a campaign to help fight obesity and its associated conditions and illnesses.

Just some thoughts. The possibilities are endless! Let the creative juices “crash” into one another and churn out the best ideas. Oh, and pop open a bag of Doritos as you enjoy the juice! If you were hired, what would you do?

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Is a creative spark just a Tweet away?

Margot HorganBlog, Public Relations, Social Media + Influencer Engagement, , , , 1 Comment on Is a creative spark just a Tweet away?

Have you ever turned to social media to overcome a writer’s block or creative drought? And, no, we’re not talking about aimlessly scrolling through Pinterest or photo stalking your Facebook pictures from eight years ago. We’re talking about taking the vast amount of knowledge and ideas that are available through social media and using them to create something amazing. As professionals in an industry where it literally pays to be creative, it’s important to always be looking for our next creative spark. As you’ll see below, our intern Sam is using Twitter to surround herself with a creativity brain trust of sorts to keep her mind in the know and her creative juices flowing. 

As public relations professionals, it’s our job to be creative.

Briefly, public relations is all about communicating the right message to the right people at the right time through the right medium. On the surface, it sounds as if it could become a bit formulaic. But, if we do it correctly, it won’t. Yes, all good PR plans have discernable goals, objectives, strategies and tactics. But, in true one-size-does-not-fit-all form, one PR pro’s trash has the potential to be another’s treasure; creativity can make all of the difference.

It takes a creative mind to come up with a message. It takes a creative mind to figure out how to move people to care or to act. And, it takes a creative mind to leverage the right medium in the right way. Oh, and at the risk of sounding redundant, it also takes creativity to pitch those stories that don’t exactly draw media in; to handle sticky client situations; and to win new client accounts.

Now that we’ve got the important buzzword of “creativity” out on the table, where can you go to find that creative spark? Most recently, I’ve turned to Twitter.

In a world where we’re on the go, yet still need to be in the know, knowledge in the form of 140 characters can be the perfect inspirational spark. Follow current events, academics, think tanks, industry leaders, inspirational speakers, tech news, communication news, trend reports and more.

Here are some of my favorites to get you started, though you can check out my ever-changing list here:

  1.  @medium — Everyone’s stories and ideas.
  2. @upworthy — Things that matter. Pass ’em on.
  3. @trendwatching — Trendwatching.com is an independent consumer trends firm, relying on two thousand spotters worldwide.
  4. @contagious — Contagious is the global authority on the intersection of marketing communications, consumer culture and emerging technology.
  5. @WarcAmericas — Warc is a knowledge service giving access to the best thinking, the best research, and the best practices globally.
  6. @mintelnews — Mintel is an independent award-winning provider of world-leading market intelligence, delivering robust information, analysis and critical recommendations.
  7. @springwise — Springwise scans the globe for smart new business ideas, delivering instant inspiration to entrepreneurial minds.
  8. @coolhunting — Cool Hunting is a daily update on ideas and products in the intersection of art, design, culture and technology.
  9. @PSFK — Inspiring creative business.
  10. @PRdailynews — The Best Daily Public Relations and Corporate Communications News. Knowledge hub for smart comm pros in a digital age.
  11. @PRDaily — Official feed for http://www.PRDaily.com . Your one-stop shop for news on PR, marketing, social media & more.
  12. @FastCompany — Official Twitter feed for the Fast Company business media brand; inspiring readers to think beyond traditional boundaries & create the future of business.
  13. @mashable — News, resources, inspiration and fun for the connected generation.
  14. @TheThinkTankPR — PR Team at The Think Tank, integrated marketing and PR agency in Clerkenwell, London – http://www.thinktank.org.uk.
  15. @TED — The OFFICIAL feed for the daily TED Talk. Only new talks are posted here.

And so, I challenge you to cultivate a library of brains to virtually surround you. I promise, you’ll be better (and more creative) for it.

Where do you look for creative inspiration? Any Twitter handles I should add to my list?

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