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Author: Margot Horgan

Clairemont Interns: Meet Carly Griffin

Clairemont Interns: Meet Carly Griffin

March 7, 2014January 31, 2023 Margot HorganBlog, Raleigh PR Agency, The Clairemont Team1 Comment on Clairemont Interns: Meet Carly Griffin

Today’s guest post is written by Clairemont intern, Carly Griffin.

I’d like to take a moment to introduce myself as the newest girl fortunate enough to work with the amazing ladies at Clairemont. My name is Carly Griffin, and as a current Junior at UNC-CH (Go Heels!) majoring in Journalism and Mass Communications with a concentration in public relations, you can see why this opportunity is so exciting for me. After working at Trone Brand Advertising (an advertising agency in my hometown of High Point) this past summer, I wanted to test the waters at a full-service PR Agency. After just a few short weeks at Clairemont, I can already tell I’m going to enjoy my time learning the ins and outs of a public relations agency.

So, that’s how I came to be here. Now here’s a little bit about myself: I am a Tar Heel born and bred in High Point, NC. Both of my parents attended North Carolina, as did my older sister. I guess you could say it’s a family tradition. I also have a younger sister who we are currently trying to convince to come to school here, as well. My family is rounded out by our two lovable and goofy dogs, Bubba (a Boykin spaniel) and Cooper (a mutt). Being such a dog lover, I was very excited to learn that Billy hangs out with us in the office.

I’m an avid reader and a genius on all things Harry Potter (seriously, ask me anything about Harry Potter), which might be why I chose to minor in Creative Writing. I like to run, a lot, and am currently training for my second half-marathon. And, at the risk of embarrassing myself, I am a huge One Direction fan.

I like to live at a fast pace and am always plugged into social media, which might be the reason I was drawn to public relations. One of my favorite things that Clairemont has created is the Instagram account, PR Baton. Following real world PR professionals throughout their busy days inspires me to continue to work hard so that I too may be one of those professionals. Who knows, maybe I’ll get to carry the PR Baton one day. 

Take a look at what I hope my future holds here!

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What does a PR Agency Do? Ribbon Cutting Case Study

What does a PR Agency Do? Ribbon Cutting Case Study

March 3, 2014January 31, 2023 Margot HorganAwards, Blog, Case Studies, Real Estate PRcase study, Crisis Communications, media relations, PR, PR Agency, Public Relations, Public Relations Agency, Raleigh PR Agency

People commonly ask us what a PR agency does. We thought one of the best ways to answer that question would be to share case studies of campaigns that have been recognized at the North Carolina chapter of the Public Relations Society of America’s (NCPRSA) InSpire Awards. Over the past three years, Clairemont has won 75 industry awards including this InSpire Award-winning campaign.

Client: LStar Management

Situation Analysis: When the original developer of Edenmoor went bankrupt, it left behind an unfinished master-planned community. With 68 families living there, but no developer to finish the construction or maintain what had been built, roads began to collapse, the clubhouse was vandalized and residents grew concerned about the increasing safety hazards.

The demise of Edenmoor was widely reported in local media. The extent of the negative coverage was reason for concern when new developer, LStar Management, purchased the community. Could LStar overcome the stigmas associated with the neighborhood brought on by its predecessor, convince media that the company had the expertise and financial backing to turn around this failed community and attract builders to start constructing homes again? With the new ownership going into effect in October, LStar turned to Clairemont for help in securing neutral to positive media coverage and improving the perception of the community by the end of the year, allowing for less than three months to make progress.

Objectives: Based on extensive primary and secondary research and a timeframe of less than three months, our objectives were very straightforward, as follows:

1. Build an arsenal of communications materials prior to the property acquisition announcement.

2. Secure at least five neutral or positive news articles by year’s end.

3. Establish a social media presence prior to a mid-December ribbon-cutting ceremony.

4. Recruit 10 homebuilders interested in buying and building on lots in the community.

Execution:

Communications Materials: Clairemont conducted a messaging session with the community development team in order to devise a message board to guide all communications. We also crafted a fact sheet, a Q&A document and backgrounders, as well as event and pitch-specific media kits.

Acquisition Closing Announcement: While there had been media speculation about LStar’s acquisition of Edenmoor, Clairemont advised LStar to wait until the deal closed before publicly disclosing details. Skeptical about how reporters might respond given the negative coverage we uncovered during the media audit, our pitches directly addressed their previously reported concerns. Our goal was to receive neutral and unbiased coverage. We were pleasantly surprised at the reporters’ positive reactions. Headlines told the story of the community getting a “facelift” and a “second chance” from the new owners. Our client’s favorite story referred to LStar as the white horse.

EMS Dedication + Name Change: Following on the success of our first announcement, six weeks later Clairemont helped LStar host a ribbon cutting and dedication ceremony for a new EMS station that the developer donated to the county. Once at the event, residents and media were surprised with even more news, as we unveiled the new name, Walnut Creek, and brand identity to go along with all of the improvements being made in the community. The response was overwhelmingly positive with media coverage continuing along with a transformation and renewal theme, and LStar receiving accolades at the event from residents, county officials and media for the impressive amount of progress it had made in improving the community in a short period of time.

Social Media: In order to keep residents, potential homebuyers, builders, real estate brokers and media informed about Walnut Creek, Clairemont established a Walnut Creek Facebook page and Twitter feed. Additionally, we devised a blog strategy and editorial calendar.

Evaluation:

Our results directly correlate to our objectives, as follows:

1. Build an arsenal of communications materials prior to the property acquisition announcement.

  • Clairemont created key messages, a fact sheet, backgrounders and other materials to support LStar, delivered on time prior to the closing announcement.

2. Secure at least five neutral or positive news articles by year’s end.

  • Clairemont secured 14 positive news stories between Oct. 31 and the end of 2011. By issuing our media releases on Business Wire, the two announcements also received 1,272 online views.

3. Establish a social media presence prior to a mid-December ribbon-cutting ceremony.

  • Per our client-approved timeline, Clairemont set up and launched Facebook and Twitter for Walnut Creek in conjunction with the event. A new blog was launched in January.

4. Recruit 10 homebuilders interested in buying and building on lots in the community.

  • As a result of the positive news coverage, LStar was contacted by several builders interested in constructing new homes in Walnut Creek. At the completion of this campaign, one builder had already started construction, and 14 more are undergoing LStar’s stringent homebuilder application process.

LStar recognizes that the first three months of community and public interaction under its new ownership were critical to its rebranding and reputation management efforts.

What did you think of this public relations case study? Was it helpful? We’re here to answer any questions you may have!

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Before You Begin…

Before You Begin…

February 21, 2014January 31, 2023 Margot HorganBlog, Entry-Level PR Job, Free Advicehow to get in the news, media release, news coverage, news release, press release, Public Relations, when to write a press release

Ahh, the news release. It’s one of the fundamental tools of the public relations industry. Unfortunately, it is also often one of the most abused. With its streamlined format and detail-packed text, it can be the perfect way to quickly and efficiently disseminate the who, what, where, when, why, how. 

But, just because the press release is tried and true, that doesn’t mean it is the right choice for every situation. If you’re struggling to decide if you need an announcement, here are four questions to ask yourself before even thinking about writing, “For Immediate Release”

1. Why? This should be the very first question you ask yourself. Do you have a big event approaching? Is your company releasing a new product? Are you being honored with a major award? If you find yourself struggling to answer this question, you might not need a release. Simply wanting to be in the news is not a good enough case. Use this as a chance to understand what types of announcements lend themselves to successful media pitching and stay on the lookout for future opportunities.

2. What? If you distribute a press release, what type of results do you want? Are you looking to increase awareness? Or, perhaps you want to boost sales? Whatever it is, you need to have a clear answer to this question. Establish your objectives, make sure they are realistic and then ask yourself if a news release will help you reach them.

3. Who’s your audience? So you’ve answered the why and you’ve answered the what, now let’s think about the who. Who is your target audience? Who are you trying to reach with this media release? Thinking about which publics will be reading your release can significantly change its text. Writing for investors is different than writing for families with young children. Establish who your audience is and how you will reflect this in your announcement.

4. Who’s your media contact? If you’ve made it to the point where you think you’re ready to write a news release, there is one more very important question to ask: Who is your media contact? Have you decided on a point person that will field all media inquires or requests for more information? Is this person well versed in the history and messaging of your company and prepared to thoughtfully answer questions? Picking the correct media contact is an important task not to overlook. With reporters on ever tightening schedules, responding to the media should be timely and informative.

After reading this list do you think you are more prepared to write a press release (or to not write a press release)? If you’re feeling overwhelmed, an experienced PR agency may be just what you need to help you through the process. Let us know if you have any questions!

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(S)Amsterdam

(S)Amsterdam

February 19, 2014January 31, 2023 Margot HorganBlog, Professional Development, The Clairemont TeamIntegrated Systems Europe 2014, ISE 2014, PR, Public Relations, rAVe publications, trade shows2 Comments on (S)Amsterdam

Today’s blog post comes from Clairemont intern, Sam Halle, who just returned to the US after working a tradeshow in the Netherlands. Keep reading below for more details about her experience attending the largest audiovisual tradeshow in the world and traveling throughout Amsterdam.

Audiovisual innovation surrounded me – 349,409 square feet at that. Music blasted from the latest and greatest speaker systems. Scenic views flashed across various 4K and LED screens. An entire hall showcased videoconference and unified communications providers; another, digital signage; and another, staging rigs, gear and lighting. And, a record-breaking 51,003 attendees were taking note.

Just the other week, I took a break from my North Carolina life to fly to Amsterdam in the Netherlands.

Donning my title as a reporter for rAVe Publications – a digital news organization that provides coverage of the commercial and residential audiovisual trade industries via e-newsletters, blogs, video, social media and more – I was tasked with contributing to the live coverage of Integrated Systems Europe 2014 tradeshow, the now-largest AV tradeshow in the world.

Screen Shot 2014-02-11 at 5.06.53 PM

From stand setup on Sunday, to breakdown on Thursday, it was a whirlwind of a week with quite a lot to digest.

Here are my tradeshow takeaways:

Have personality and be personable: Simply put, tradeshows are exhausting. Immersed in a world where networking is king, business card exchanges can become repetitive. Accordingly, it’s important to have personality! Taking that extra moment to have a memorable conversation with someone can go a long way, and taking the time to follow up with folks in a personalized fashion can go even further. My tip? Keep a pen with you at all times to jot down need-to-know notes on the back of respective business cards.

Attitude is everything: As the tradeshow progressed – and as my swollen feet grew to hate me at an increasing rate – it was critical that I remain present in all situations and conversations. Thanks to my camp counselor days, the mantra “alive, awake, alert, enthusiastic” played in my head (I may or may not have gotten a C-level executive to sing this song with me). Remain enthusiastic and soak up as much information as you can. Stay alert and capitalize on as many moments as possible. Introduce yourself. Read product descriptions. Watch how other attendees respond to different companies. Then, do another lap around the hall to catch up with those who were otherwise occupied when you initially visited.

Take a second to breathe: Never let professional travel become a burden. Whether you are traveling to the-middle-of-nowhere, Idaho or to Amsterdam, there is always something neat and different to experience. These experiences will not only make you more interesting and easier to talk to during the many small-talk sessions, but they’ll also – more importantly – continue to color your life. So, no matter how tired you are or how much work is left to be completed, take a moment to explore. Eat a wheel of cheese or maybe a stroopwafel. Walk along the canal. Take the more-scenic taxi ride (I promise it’s worth the few euros). Talk to locals. Snap at least a few photos that scream, “I am a tourist!” And, of course, enjoy.

Screen Shot 2014-02-11 at 5.06.06 PM

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Yelp: The Good, The Bad & The Fake

Yelp: The Good, The Bad & The Fake

February 14, 2014January 31, 2023 Margot HorganBlog, Entry-Level PR Job, Social Media + Influencer EngagementOnline Reviews, Public Relations, Restaurant PR, Yelp, Yelp Reviews

(Image via: Yelp)

If you’re like me, you love food. However, this does have its pros and cons. Pro: you will sample any type of crazy food just to try it, and most times – ok, sometimes – it’s actually pretty good! Con: every restaurant’s menu looks fantastic and deciding on only one eatery seems like just too big of a task. Faced with this un-makeable choice, some turn to friends for their opinions and suggestions. Others, turn to online review sites like Yelp.

For me, I ask my friends for advice. I know them and since we are friends we obviously have something in common. As for turning to an online review site like Yelp? Sure, I’ve perused the (often scathing) reviews every now and then, but I always take them with a grain of salt.

Why I don’t put too much weight in these user-submitted reviews is pretty simple and stems from my schooling in public relations. While at the UNC J-School, I was taught, people will take an action – such as writing a review – for often one of two reasons: 1. They are really, really happy, or 2. They are really, really mad. As you may know, those who are furious are typically the ones who are more likely to take action.

Zendesk-Survey-shared-customer-service-interactions-with-others
As you can see from this Dimensional Research study, people are more likely to share bad than good experiences.

Trusting this idea about extreme emotions luring people into action, I’m wary about online reviews. An article in the January/February issue of Midtown Magazine discussed this issue and offered up some great points on how much we really should (or shouldn’t) depend on online reviews for making decisions.

Quoting a study conducted by Dimensional Research in early 2013, the Midtown article stated that a whopping 90 percent of respondents said that their buying decisions are influenced by online ratings and reviews. That’s a lot of people trusting online reviews. The scary part, though, says the article, is that one of the most popular online reviewing sites, Yelp, admits that nearly a quarter of the reviews it receives are fabricated.

This can mean bad news bears for restaurant owners. The article continues with a quote from a second report titled Fake It Till You Make It: Reputation, Competition and Yelp Review Fraud, which claims that just one additional star in a restaurant’s review can equate to about 10 percent in added revenue. With this much at stake, what can owners do to ensure that Yelp helps, not hurts their business? Here are three tips Midtown Magazine shared:

1. The I can’t see you, you can’t see me mentality most certainly does not apply here. Just because you aren’t keeping tabs on the reviews on sites like Yelp, doesn’t mean that they aren’t there. Instead of ignoring negative comments, use this as an opportunity improve your business, and if you’re lucky, make a brand advocate. Take the time to respond to complaints and negative comments. Provide your customer with an apology, ask how you can help and try to make the situation better. Offering a helping hand and a genuine concern about the problem can be all you need to turn an unhappy customer into a customer for life.

2. You can’t do it all. All it takes is one person to ruin a guest experience, or worse, your reputation. A proactive approach to beating negative reviews is making sure guests have no negative feedback to share. Stressing customer service as one of the most important parts of the job can be just what is needed to take a server’s job performance to the next level, and subsequently the diner’s experience.

3. Flag fake reviews. Last, but not least, reporting a suspected fake review is always an option. If you truly believe that an online review is faux and defamatory, flag that bad boy and send it to the Yelp officials to deal with immediately. Posting fake reviews on sites like Yelp is a crime, and the website takes fake reviews — good and bad — very seriously.

https://www.youtube.com/watch?v=Dqi-jjbEKcs&feature=player_embedded

To read more details about the validity of online reviews and for a complete list of best practices for business owners and consumers, check out the full article, “The Reviews are in and They’re…Fake?” in Midtown Magazine.

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SNEAK PEEK! @dellthepig landed at @wendellfallsnc SNEAK PEEK! @dellthepig landed at @wendellfallsnc (client) today, and rumor has it that @blah2voila has already been hamming it up with Dell! We know you want a selfie with Dell to post on Pigstagram, too!
We are proud to represent Raleigh as a member of P We are proud to represent Raleigh as a member of Public Relations Consultants Group, allowing us to offer clients expertise and support across the country! Clairemont founder, Dana Phelps aka @blah2voila, recently attended the PRCG conference in Oklahoma City.
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It’s National Volunteer Month, and volunteers ar It’s National Volunteer Month, and volunteers are needed more than ever! Many organizations with scarce resources rely on volunteers and would not exist without them. Visit our recent blog post to read about the organizations Clairemont has supported and how you can make a difference in your community!
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We are so excited to share that Clairemont earned We are so excited to share that Clairemont earned eight awards, five gold🥇and three silver🥈, at this year's Sir Walter Raleigh Awards hosted by the Raleigh Public Relations Society!🎉 We are beyond grateful to work with so many amazing partners, clients and industry friends!
This spring, Ali de la Vega is joining the Clairem This spring, Ali de la Vega is joining the Clairemont team as an intern! Ali is a Junior at NC State who prides herself in being a daughter and a Christian as well as an amateur athlete, overachiever and older sister. Learn more about her background and how she found a love for PR on our website!
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