Author: Clairemont Intern

Soccer PR: USWNT World Cup Win

Clairemont InternBlog, Public Relations, Social Media + Influencer Engagement, ,

I’m a soccer fan – more specifically, a U.S. Women’s National Team (USWNT) fan. So you can imagine, as the concluding whistle blew at the World Cup finals this summer and the USWNT paraded around the field in Lyon, France, I was watching from my home in Charlotte with tears of joy in my eyes. The beloved team I have ardently followed for the last six years won the greatest match in its sport.

With the lingering excitement from the USA win, I can’t help but think about how these soccer icons employed an unofficial – yet effective – PR strategy during the World Cup to support their own goal of securing equal pay in the industry. Through establishing relationships, understanding their audience and leveraging the tools and circumstances at hand, these pro-athletes fostered support and acceptance for equal pay activism.

Here’s how the USWNT made an impact in the PR game.

@kelleyohara

Social Media: Every day of the World Cup, the players were extremely active on social media. These interactions garnered excitement and attention, encouraged fellow players on match day and eventually gained worldwide engagement. Seeing the team not only post consistently but also intentionally interact with each other on social media platforms helped the nation to adore the friendships and camaraderie on the team. Bolstered by this bond with its fans, the USWNT effortlessly collected supporters to rally behind it on and off the field, even yielding “equal pay” chants after securing the final victory. 

The Power of Relationships: Due to the attention drawn to the wage conversation during the World Cup, USWNT sponsors willingly responded to the noise. Secret Deodorant, LUNA Nutrition Bars and other team sponsors donated money in an effort to help close the wage gap. Because of the positive relationships cultivated by the team, the sponsors made a statement of support, providing the team greater exposure, agency and acceptance. 

Press Coverage: The women knew the amount of news coverage they would get surrounding a World Cup win, so they took advantage of the opportunity. For example, the players weaved the topic of wage equality into post-match and post-win interviews. Players Carli Lloyd, Christen Press, Morgan Brian and other notables even sat down with then-CBS News Correspondent Norah O’Donnell to discuss their next steps in spurring the end to wage inequality in their sport.

With a win, the team more powerfully leveraged its position in the media’s presence to earn circulation of its equal pay message. The country that so faithfully supports the team’s on-the-field effort has now rallied behind its message of equality.

I love soccer and PR. Check out my introduction blog to learn a little more about me!

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From Broadcast to Bloodworth Street

Clairemont InternBlog, Public Relations, The Clairemont Team,

The past few months have been busy as I kicked off both my junior year at NC State and my communications internship at Clairemont Communications. I came to Clairemont from a summer internship in sports broadcasting where, ultimately, I learned the performance of TV broadcasting wasn’t for me. I entered the fall season with a determined pursuit to engage in the PR world. While going from producing news to pitching news may seem like a natural transition, the two aren’t as related as they seem! But, here are three reasons I took the leap:

STORYTELLING

Since I can remember, I’ve admired the artful combination of words that create a story and captivate audiences. In PR, producing well-written content is always the goal, and is strategically utilized to not just capture the attention – but also the influence – of an audience. 

SOCIAL MEDIA

In these tech savvy times, social media has made its mark as the most commonly used medium to communicate. On a variety of social media platforms, PR pros can craft a narrative to the public, pitch media and influencers and, most importantly, respond to reactions in real time for clients! 

DEVELOPING RELATIONSHIPS

It may sound cliché, but this skill is the foundation for much of my professional future. In this field, not only do I get to build relationships with my team and my clients but I connect with the public and of course, media. As a general lover of people, I feel I’m in my natural element getting to communicate with a variety of individuals.

While becoming a PR professional may be my focus, it’s not my only passion! Here are some fun personal facts!

  1. I was a cheerleader growing up, but my thing was tumbling. I spent more than three days each week in the gym practicing and perfecting flips. If you asked me to do a backflip now, my answer will always be, “I’m retired.”
  2. I’m an older sister. My sister Abigail is three years my junior, and my best friend. Since we’ve grown older, it’s common for people to assume we’re twins (see picture for proof)! 
  3. You’ve made it this far, here’s three facts in one because I can’t choose! Sports is my love language (NC State Wolfpack, Carolina Panthers and U.S. Women’s National Soccer Team), coffee runs through my veins (preferably iced and vanilla) and I can’t go a day without spending time with Jesus! 

Check out my first blog at Clairemont!

By Haylee Hicks, Clairemont Intern and junior at North Carolina State University.

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Clocking Time on the Newest App: TikTok

Clairemont InternBlog, Marketing, Social Media + Influencer Engagement, ,

Have you heard of TikTok? It’s the latest social media app that’s used to create videos, and it’s creating a craze among Gen-Z (and celebs)!

TikTok’s content is largely comedic and ranges from lip-syncing and dancing to random talents. The platform’s laidback and unsophisticated tone presents an opportunity to showcase the fun, candid and expressive side of your company. 

Below are four ways you can use TikTok to promote your brand:

  1. In-feed Native Content: Companies can promote content through full-screen advertisements. Similar to Instagram Story ads, these are 9-15-second videos. The success of in-feed native content ads can be measured through engagements, video views, click-through rates and impressions.
  2. Brand Takeovers: TikTok gives companies the opportunity to take over the app for the day and create images, videos and GIFs. Users can also embed links to their own brand sites for easy access. And since analytics are key, the companies can evaluate brand takeovers through impressions and click-through rates.
  3. Hashtag Takeovers: Companies can create their own hashtags, often in the form of a challenge, to encourage participation and engagement. Dreamwork Pictures and McDonald’s have both utilized this feature in their TikTok digital marketing strategies. Dreamwork Pictures promoted its new Netflix show by challenging users to create TikTok videos of themselves dancing to the show’s theme song. Users were asked to post their videos using the specific Dreamwork hashtag. The campaign reached more than 34.4 million users with more than 2.6 million engagements.
  4. Branded Lenses: Similar to Instagram and Snapchat filters, companies can design custom lenses that users can select to overlay or filter their videos. Featured under the “hot” and “trending” categories on the platform, this new element can live for up to 10 days on TikTok.
tiktok.com

Bottom line, because the platform isn’t saturated by influencer presence and heavy marketing (yet), your approach to TikTok, as with any other successful strategy, should be guided by authenticity. But the clock is ticking, and this app has the potential to become a favorite; so jump on board early to have some fun and see if TikTok is right for your brand.

Looking for ways to get your brand noticed? We can help with that! Drop us a line!

By Haylee Hicks, Clairemont Intern and junior at NC State University.

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Traits of Successful PR Communicators

Clairemont InternBlog, Professional Development, Public Relations, ,

Maybe you’re a student, a graduate fresh out of college or a practicing PR professional; whichever hat you wear, this blog is for you. It’s always good to bring things back to the basics and remind yourself how to do what you do well. Read on for a few key tricks to keep in your toolbox in order to be a successful PR communicator. 

Trait 1: Be a candid and captivating storyteller.

Everyone loves a good story, and people are willing to buy into a story if it is told candidly. Knowing how to tell your client’s story in a captivating manner is essential for generating a response to your message. By artfully presenting your message, you elevate your client to a position of authority and respect, boosting brand acceptance. As PR professionals, our job is to solve problems, and storytelling can be the means by which this is done. Find the silver lining and craft a straightforward, sincere narrative to achieve the solution.  

Trait 2: Be an audience-centered researcher.

Know your audience and how they will receive your message. In PR, we must be conscious of the various lenses through which our audience will process information. A variety of factors including age, gender and socio-economic demographic can influence these lenses. It is important to understand your audience’s experiences and then let this shape the way you work. Look for reactions and responses to similar messages and leverage these things to format your strategy.

Trait 3: Be a strategic influencer.

I may be a Gen-Z, but when I say, “Be a strategic influencer,” I don’t mean the trendy term used to describe people with thousands of Instagram followers. Consider your audience and approach, and intentionally craft your delivery to be an agent of influence for your client. Because people respond well to prominence and relevance, being a purposeful communicator is important. With this in mind, connect with your audience by channeling your strategy through notable networks, times and people.

Trait 4: Be an exceptional writer.

In PR, the trait of exceptional writing should never be overlooked or underestimated. This is how you hook your audience initially and sustain its attention. The skill of collecting and arranging words in a manner that’s catchy and clear is necessary for creating influential content. Purposeful, powerful and perfect writing can encourage people to absorb and accept the PR message you’re promoting.

Have a message you need help spreading far and wide?

Drop Us a Line

By Haylee Hicks, Clairemont Intern and junior at North Carolina State University. 

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Leveraging LinkedIn

Clairemont InternBlog, Professional Development, Social Media + Influencer Engagement, , ,

How you present yourself to the world matters.

If you brand yourself intentionally and authentically, you are much more likely to stand out and hone a positive image. While some elements of your brand are beyond your control (you can’t control what people say about you, for example), you can control the passions, skills, experiences and personality traits you share with the world. And LinkedIn is the perfect platform for doing so.

In fact, LinkedIn should be the starting point when building or refining your personal brand. Read on for tips on how to make the most of this popular platform.

Managing your time: LinkedIn vs. Resumes

“What’s better than the best resume? No resume.” These are the wise words of Gary Kayye, a professor at UNC whom I had the pleasure of listening to at a workshop. What he meant by this scandalous phrase is that your online presence should be so strong that you don’t need a resume. And LinkedIn is the perfect starting point for establishing a killer digital footprint.

According to Kayye, for every hour you spend on your resume, spend two or more on LinkedIn. First of all, most hiring managers look for candidates on LinkedIn. Second, the platform has an amazing job search function. Third, resumes have to be one page, but LinkedIn doesn’t even have pages. It allows you to connect your blog posts, upload graphics you’ve designed, link to articles you’ve written and more. LinkedIn is dynamic, whereas the resume is static.

Avoid a photo faux pas

Include a photo of yourself on LinkedIn. Profiles without pictures are not taken as seriously! While it goes without saying that your LinkedIn photo should be high-quality and professional, it’s also important that it is reflective of your personality. If you never wear suits, don’t wear a suit in your profile picture. Looking professional doesn’t necessarily require formality, especially if that’s not who you are. For instance, I’m a writer, I’m creative, and I like design; so my cover photo — an aesthetic desk featuring a typewriter — encapsulates these elements of my personality. You can go on sites like Unsplash, Pixabay and Canva to find quality photos you like and re-use them for free.

Experience

For each position you list, include a detailed description. Providing a lot of information demonstrates your full range of skills, your growth and your dedication to your previous jobs. If applicable, upload or link to portfolio pieces you created in each position.

Engagement

Consistent engagement on LinkedIn keeps your profile fresh, deepens your connections and supplies you with up-to-date knowledge on your industry. To stay engaged, it is important to like and comment on posts so that LinkedIn shows you are active. Post your blogs on LinkedIn, share work you’re proud of and mention seminars you’ve recently attended. In essence, you can’t put too much information on your LinkedIn page. Follow outlets, companies and agencies that you admire. This is the equivalent of a “like” on LinkedIn. If you apply for a job at a certain organization, make sure you follow it on LinkedIn.

Connecting

Connect with as many people as possible. Don’t decline invitations, unless the other person appears questionable. The more people you connect with, the more likely you are to have second-degree connections with people with whom you really want to connect. Furthermore, when sending an invitation, always add a note. If you’ve met the person before, mention your shared history in some way. If it is a cold invite, make sure to include in your message why you want to connect.

Recommendations

Ask a supervisor to write you a recommendation on LinkedIn. Similar to how people tend to trust product reviews by customers more than they trust advertisements, they place value in profiles that feature a thoughtful recommendation. It shows that your future success is important enough for a colleague to have taken the time to write a paragraph for you.

Just remember that LinkedIn isn’t a log-in-once-a-year kind of platform. If you want it to thrive after you invest time into polishing your profile, then you need to spend at least 15 minutes on it a week. And these few minutes will be well worth your time once you score a high-profile connection or discover a great professional opportunity.  

Next up, it’s time to grow your professional network on other social media channels. Check out this blog on making the right connections, no matter the platform!

Piper Anderson is a recent graduate of UNC. Check out her LinkedIn here.

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