Author: Clairemont Intern

What Does a PR Agency Do? Fire It Up! Briar Chapel’s Pepper Fest

Clairemont InternAwards, Blog, Case Studies, , , , ,

Briar Chapel is one of the largest master-planned communities in Raleigh-Durham and part of Newland Communities, the country’s most prominent privately held residential real estate developer. Hosted on-site at Briar Chapel, the annual Pepper Festival features local culture, food, music and art, while inviting the community to support North Carolina agriculture. With more than 50 participating chefs, the festival has grown to be one of the largest chef competition in the state. As the Briar Chapel marketing team planned for the 9th Annual Pepper Festival, greater exposure and higher attendance were the primary goals.

Strategy

Clairemont established an event strategy targeting two main audiences: local media and influencers to drive exposure and Triangle residents with interests in new homes, food, fashion and sustainable agriculture.

Execution

Since research revealed that prospects valued a sense of community, Clairemont highlighted how the festival benefits local farmers, celebrates local culture and provides family activities – like a kid chef competition – in marketing messaging, media pitches and event activities, creating a draw for festivalgoers.

Inaugural Spicy Kid Chef Competition: The 9th Annual Pepper Festival paired seven of the Triangle’s top chefs with elementary-aged students, challenging the “peppery pairs” to craft their most creative pepper-themed dish. Students and chefs kicked off the contest with a meet-and-greet hosted at a local restaurant to tour the kitchen, learn cooking skills and brainstorm recipes with their chefs. They even received personalized aprons as “Tiny Top Chefs!” Highlighted at the festival, the kids debuted their recipes to a panel of four prominent media judges (and the judges’ children). The competition resulted in radio, print and online coverage along with a pending regional magazine feature article.

“How Spicy is Your Personality?” Quiz: To boost online visibility and social sharing, Clairemont created an interactive social media quiz peppered with twists of wit and plays on words. Seven short questions posed fun, unexpected queries, like “What’s your getaway vehicle?” and “Pick Your Poison” – a question followed by four beverage choices ranging from wine to milk. The results stretched beyond “mild, medium or hot.” Clairemont crafted five positive personality types that featured popular phrases or song lyrics related to heat, fire and smoke. Are you a Mild Child, a Sweet Heat, Spiced Just Right, a Firecracker or a Flamethrower? Participants could then enter for a chance to win Pepper Festival tickets, share their results on Facebook and encourage friends to take the quiz or buy tickets. With a goal of 100 quiz entries, we secured approximately 130 quiz entries and 1,700 views.

“Hot” Glam Fashion Show: In order to appeal to a new audience and media, Clairemont rolled out the pepper-red fashion carpet; we challenged local designers to create pepper-themed couture out of eco-friendly materials, tapping into the festival’s themes of agriculture, sustainability, arts and local culture. The event secured attendance and coverage from fashion media – a first for the festival.

Judging Panels and Spicy Media Pitches: Clairemont invited key members of the media to serve as food and beer judges, targeting highly visible reporters who personally enjoy spicy dishes and craft brews. We secured attendance from busy and hard-to-reach targets by assembling a panel of prestigious reporters from print, radio, blog and TV outlets that correlated to resulting media coverage. Creative and individualized pitches were used to pique the interest of target influencers.

Results

Turning up the heat on the Pepper Festival, Clairemont exceeded objectives with the following results:

  1. Secured 19 news stories, posts and magazine articles across local and regional outlets.
  2. Bolstered online visibility with third-party social mentions from bloggers and reporters to almost 75,000 combined followers on Twitter alone.
  3. Boosted ticket sales more than 10 percent.
  4. Garnered a record attendance of 2,200 people.

The work Clairemont Communications conducted in partnership with Briar Chapel earned Best in Category for Events and Observances and an Award of Excellence for Events and Observances from the North Carolina Public Relations Society of America. It also received a Gold Award in Special Events from the Raleigh Public Relations Society. We are proud that this campaign represents two of the 190 awards we’ve received since starting Clairemont in 2010.

To read more about the work we do with clients, please visit the case study section of our blog.

Images courtesy of Briar Chapel.

Read More

Sticky Situations: PR Ethics

Clairemont InternBlog, Public Relations, , ,

At some point in our lives, we all face a dilemma that makes our stomachs churn. The public relations world presents tricky scenarios that professionals must respond to quickly, honestly and effectively. And with serious legal and reputational consequences on the line, it is crucial for practitioners to develop strong ethical codes to guide their responses. Thankfully, industry experts and Greek philosophers have proffered decision models, paradigms and guidelines to help professionals feel good about the work they do both in and out of the office.

The Codes in Place

The Public Relations Society of America requires its members to abide by its code of ethics. As a refresher, we’ve included the Code’s two key elements.

The PRSA’s six core values:

  1. Advocacy
  2. Honesty
  3. Expertise
  4. Independence
  5. Loyalty
  6. Fairness

The PRSA’s six provisions of conduct:

  1. Free flow of information
  2. Competition
  3. Disclosure of information
  4. Safeguarding confidences
  5. Conflicts of interest
  6. Enhancing the profession

The Code serves as a guide for professionals to reference when handling ethical challenges.

Ethics in Practice: the Potter Box Model

Allow us to transport you back to your college ethics class and reintroduce you to an old friend: the Potter Box model for ethical decision making.

This tool allows you to apply the professional codes and your individual beliefs to a specific situation with four steps:

Facts: What is happening in the situation at hand? What is your role in the organization or entity involved?

Values: Which of the six core PRSA values are at play in the scenario? (Hint: it’s usually more than one.) Is the situation threatening your ability to be honest with a client or public, or is your loyalty to a public at risk?

Disciplines: How would philosophers advise you to handle the situation? To which philosopher do you relate most? For example,

  • Aristotle’s “Golden Mean” theory encourages individuals to perform an action because they believe in it, not just because it is a rule.
  • Immanuel Kant’s categorical imperative suggests that one should act rationally, and actions should be applied universally to all situations.
  • J.S. Mill’s utilitarian school of thought says the ends justify the means. If the outcome produces the greatest good for the greatest number of people, compromising some values along the way may be acceptable.
  • Ross’s competing ethical duties emphasize the context. Depending on the situation, one duty may take priority over another. As a low-stakes example, when you lie to your friend to conceal her upcoming surprise party, you prioritize your duty to do good for others over your duty to tell the truth.

Loyalties: To which publics are you most loyal in this case? What other groups would be directly or indirectly affected by your decision?

After moving through those four steps, new facts may emerge, bringing you back to the start. And thus, the cycle continues until you determine the best course of action.

With these vital resources in your ethics tool kit, you’re well-equipped to navigate any sticky situation that comes your way. Take some time before the next moral dilemma to reflect on your ethical code, and you’ll be primed to make wise, effective decisions throughout your career.

Written by Clairemont intern Elizabeth Comtois, a senior at UNC-Chapel Hill.

Read More

The Branding of You

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

A short five years ago, life presented a different picture. The change in scenery sprang from the rapid progression of society’s dependence on social media.

Just a short time ago, people weren’t stressing over their Instagram aesthetic, and Snapchat stories didn’t exist. With the growing popularity of social media comes new techniques, like self branding, that allow people to connect with potential employers and opportunities. Employers also have another window to reach potential candidates.

Consistency is Key

A CareerBuilder survey from 2016 found that 60 percent of employers examine social media accounts to learn more about job candidates. With that said, it’s becoming increasingly more important to make sure that more than just your resume adheres to what you want employers to understand. 

Self branding on social media is anything from Twitter bio content to your Instagram aesthetic. Maintaining a polished and positive self brand across accounts can show employers more about your personality than a resume or cover letter can.

Your social media content should always be consistent. If one social media channel is showing off a different side of you than another, employers may not perceive you as a stable — or transparent — job candidate. Forbes.com further emphasizes the importance of consistency across social platforms, because “presenting yourself in a consistent manner helps you control their perception of your personal brand.”

A College Student’s Perspective

Self branding on social media as a college student is challenging, specifically because university life includes so many different types of activities and lifestyles. From academic settings and social gatherings to professional events, a college student’s day-to-day life may include a wider variety of experiences than the average person. Figuring out what to post to promote yourself as a young professional while showcasing distinct qualities of your personality is not a simple task.

Many of my college professors are tailoring their class content and the projects they assign to better prepare students for employment. Whether it’s designing an online portfolio or simply promoting your work on social media, they make it clear that perfecting your self brand online will differentiate you from other potential job candidates.

Along with that, professors have explained that a healthy balance of professionalism and personality is valuable for employers to see throughout social media channels. Showing a well-rounded life proves to employers you adeptly prioritize both professional life and the activities that make up your personality.

Self branding goes hand-in-hand with the social media revolution that defines much of modern-day life. Although sometimes it may seem tedious or unnecessary, everything you post on social media is a direct representation of your lifestyle, values and personality, all of which define the branding of you.

For more tips and tricks to amp up your social media, check out the the Social Media category of our blog!

Written by Clairemont intern Lindsey Hoover, a junior at UNC-Chapel Hill. 

Read More

Meet Lindsey, Clairemont Intern

Clairemont InternBlog, Entry-Level PR Job, The Clairemont Team, , , ,

Fashion has been something that has always captured my attention. From the time my mom gave me a purse that read “I Love Shoes” for Christmas to my very first designer anything, I’ve been obsessed and completely infatuated with the culture and creativity behind the fashion industry.

As I grew up, I soon realized that I, unfortunately, didn’t inherit the artist gene that basically every other member of my family had. So I quickly had to consider and learn other areas of the fashion industry that I could pursue.

Having moved to Asheville, North Carolina from New Jersey made me realize some key changes in the culture around me, especially within fashion. It taught me a lot about how to pursue a dream and stay true to what you believe in although it may be challenging when faced with criticism from your peers.

Then, during my sophomore year of high school, I got the opportunity to tour Diane von Furstenberg’s corporate headquarters. I knew right then that I wanted nothing more than to work in the fashion industry and decided fashion journalism was the path I wanted to take.

A Change of Pace

After spending countless hours honing my reporting skills through high school and into my freshman year of college, I came to the conclusion that the journalism industry wasn’t a fit. I switched from studying reporting to PR and haven’t regretted a single second of pursuing a career in this industry.

This past summer I had the opportunity to intern and live in New York City, which has always been the city of my dreams. I’m pretty positive it took me all summer to even realize I was actually living out my dream in my dream city. It taught me an incredible amount about PR in general but, more importantly, about my own drive and work ethic. Diving right in to an industry in a brand new city is hard, but I can’t even begin to describe how valuable an experience like that is for a young professional.

Why I Love the PR Industry

I think that the PR industry has so much room for creativity, and how dependent it is on person-to-person interaction isn’t something you find in every career. It’s fun, it’s fulfilling, and most importantly, it’s important; after dipping my toes into my first internship, I took away the idea that really every brand or client relies on the work PR practitioners establish. Everything from social media to traditional news articles are intertwined and codependent, thanks to the work that goes in from the PR side.

Now after returning back to my second home at UNC-Chapel Hill, I have been able to understand so much more about why I love PR. I am so excited to continue working with it while interning at Clairemont Communications this semester.

Written by Lindsey Hoover, junior at UNC-Chapel Hill.

Read More

Meet Elizabeth, Clairemont Intern

Clairemont InternBlog, Entry-Level PR Job, The Clairemont Team, , , , ,

At the University of North Carolina at Chapel Hill’s first-year orientation, students meet with an academic advisor to discuss what they hope to study at the university (and, by extension, pursue for the rest of their lives). Unfortunately, this meeting was a stressful experience for a rising first-year student who had no idea what she wanted to study.

An Undecided Start

With theater as one of her passions in high school, Elizabeth performs the title role in the spring 2014 production of "Cinderella."
With theater as one of her passions in high school, Elizabeth performing the title role in the spring 2014 production of “Cinderella.”

In high school, I had lots of interests: English literature and writing, environmental science, theater, psychology … even some parts of chemistry were fun. My interests were extensive, but I wasn’t ready to commit to any of them. I received very mixed messages due to my uncertainty. Wise adults (mainly family members) assured me that it’s completely normal to enter into college undecided and that I would figure it out in time.

Elizabeth's orientation group poses for a creative photo competition during her first-year orientation on June 27, 2014.
Elizabeth’s orientation group during a creative photo competition during her first-year orientation on June 27, 2014.

These words of reassurance were directly opposed on that fateful orientation day in that unpleasant academic advising meeting when I sat with a girl who knew exactly what she wanted to study before attending one class. As she talked with the advisor while I patiently waited my turn, I couldn’t help but envy her situation. She spoke with such confidence in what she would study, and the advisor neatly and excitedly outlined her next four years. When it was my turn, I stammered awkwardly that I wasn’t sure what I wanted to study, and the advisor similarly stammered that I could focus on getting my general education requirements out of the way first.

I left the meeting feeling discouraged and frustrated. I turned to the girl with whom I shared the meeting, and I asked her what exactly her intended major was, since I had never heard of it before. Basically, she explained to me, public relations is the clean-up crew for when a company has a crisis. I felt shocked to learn of the existence of such a field, and I felt intrigued by the wide variety of classes that encompassed the public relations major – history, political science, economics, journalism. Little did I know that day I became (very informally) introduced to what is now my passion.

A Deepened Relationship

Elizabeth discusses her work as a communications intern with local non-profit BikeWalk NC to fellow students at a conference in April 2016 through the UNC-CH School of Social Work.
Elizabeth as a communications intern with local non-profit BikeWalk NC at a conference in April 2016 through the UNC-CH School of Social Work.

Since that orientation day over three years ago, my relationship with public relations has deepened rapidly and dramatically. I declared the major in my second semester after taking an introductory journalism class and speaking to professors about this mysterious field. Through the award-winning UNC School of Media and Journalism and its dedicated faculty, I learned the rules, practices, materials and importance of the field. My sophomore year, I worked as a communications intern for an advocacy non-profit for bicycling and walking, and the next year I experienced the fast-paced nature of a public relations agency, juggling projects for diverse clients ranging from restaurants to healthcare providers. Every experience in and out of the classroom affirmed for me that I had made the right decision. I found something I was good at and enjoyed doing.

Public Relations and I: An unexpected match 

Reflecting on my academic life at UNC-CH, I’m glad that my path to finding public relations was a process and not a pre-determined script. I allowed myself to explore the field, which made my choice to pursue it all the more thoughtful and rewarding. As I’m still the girl who has an interest in so many things, I take comfort and joy in knowing that public relations will allow me to follow any of those interests. To every field I explore, I aim to bring the public relations skills I’ve acquired to help build stronger, better organizations, whether they’re in theater, education, environmental issues … but maybe not chemistry this time.

Written by Clairemont intern, Elizabeth Comtois, a senior at UNC-Chapel Hill. 

Read More