Category: Blog

My First 30 Days at a Raleigh PR Agency: Days 14 and 15

Margot HorganBlog, Entry-Level PR Job, Social Media + Influencer Engagement, , , , , 1 Comment on My First 30 Days at a Raleigh PR Agency: Days 14 and 15

Working with B2C clients often means working with actual customers to resolve customer service issues. This can be a difficult situation, but in the long run, working through an issue with a customer can not only fix the problem — it can make that individual an advocate for your brand.

With the advent of more and more businesses on social media, tools like Facebook, Twitter, Yelp and many others have created just another medium where businesses have the ability to interact with their customers and confront customer service issues.

When businesses respond to issues, listen to their customers and genuinely want to make a great experience for them, social media can be a huge asset. But, for companies like Netflix (we all remember the debacle of summer/fall 2011), social media can be a nightmare if you misuse it and refuse to listen to complaints.

Customers lashed out at Netflix on Facebook when the company announced it would be separating its services.

Delivering great customer service doesn’t have to be a nightmare, though. Brands like Nordstrom have built their empire on doing just that – providing unparalleled customer service. It makes customers happy, and, in turn, creates loyal repeat customers who advocate for the brand.

According to Tony Hsieh, CEO of Zappos, providing great customer service means he doesn’t have to spend as much money on marketing and advertising – his happy customers are his marketing (just ask Dana!). In his book, Delivering Happiness: A Path to Profits, Passion and Purpose, Hsieh writes about his journey to discovering that customer service should be the foundation for any successful brand. (If you haven’t read his book, I would highly suggest it! It is my favorite nonfiction read.)

http://www.deliveringhappiness.com/

Just from examining the examples above, one could make the argument that customer service is a quality that could propel a brand forward (i.e., Nordstrom and Zappos), or severely damage it (Netflix). Knowing how to listen to complaints and work with customers, especially with the help of social media, is a tremendous opportunity for businesses, and one that should not be overlooked.

What are your opinions on this? Has anyone encountered any great customer service that has made you a lifetime customer?

 

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My First 30 Days at a Raleigh PR Agency: Day 13

Margot HorganBlog, Entry-Level PR Job, Public Relations, Raleigh PR Agency, , , , , 2 Comments on My First 30 Days at a Raleigh PR Agency: Day 13

 

10th Annual Gingerbread Benefit

Triangle Family Services’ Gingerbread Benefit isn’t until November 29 at the Umstead Hotel and Spa in Cary, N.C., but planning for this annual benefit is already well under way at Clairemont. The event’s past success coupled with Triangle Family Services’ 75th anniversary this year means the pressure is on for this benefit to be bigger and better than any other.

It may be only June, but we have been getting into the holiday spirit in the Clairemont office lately. We have been researching and compiling media lists and drafting and editing press releases and backgrounders in preparation to pitch long-lead publications like Southern Living, Bon Appétit and Our State. The best part, though? Researching gingerbread-themed goodies, bags, boxes and folders to use for media kits.

Ideas like gingerbread candles, chap-stick and sticky notes have been suggested, but personally, I’m still looking for gingerbread-scented paper (inspired by Elle Wood’s pink scented resume in Legally Blonde – “It gives a little something extra, don’t you think?”).

After working on these projects and looking at pictures from past Gingerbread Benefits, I almost forget that it’s still only the summer and more than five months until the event. It has shown me how much work and preparation goes into the event months and months ahead of time. It’s an exciting process! I am able to watch the planning, and in November, will see all of the hard work come together into a great event.

Fearrington House chefs created a beautiful gingerbread house for the 9th Annual Gingerbread Benefit!
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The Dads Behind the Clairemont Team

Dana PhelpsBlog, Free Advice, The Clairemont Team, , , , , , 3 Comments on The Dads Behind the Clairemont Team

With Father’s Day approaching, things I learned from my dad that apply to my everyday life and running a PR agency have been on my mind lately. I asked the Clairemont team what lessons they had learned from their dads. Now I know one of the reasons our team is so smart — smart dads! We hope you will enjoy the stories below. Oh yeah and Dad, I love you.

Dana

I’m a coal miner’s daughter. When I was six, the best part of my day was when my dad would come from working the midnight shift, and it would be time for him to go to bed about the time my day was really getting started. I would follow him upstairs and demand a story. No story for me meant no sleep for my dad. One time my dad told me a story that was absolutely hilarious. Things got easier for him in the weeks that followed because I just wanted to hear that same story again and again. In hindsight, that was probably the only easy thing about his day. I saw my dad work a variety of different shifts over the years, and he always came home tired and dirty. If you’ve ever seen a coal miner’s hands, you know that there’s really no nail brush tough enough. He always had a get it done attitude and took pride in his work. Coal mining is not for wimps. Neither is starting a business. I’ve been called a workaholic. I’m certain that’s not always a compliment, but I associate that word with my dad. So I just smile and say thank you.

Margot

“Margot, low man wins.” I have been hearing this from my dad since my days of playing basketball in high school. While this advice directly refers to sports and getting the better, lower position for playing defense and boxing out, it really can be applied to any life situation where a little hustling and a lot of hard work pays off for you. To me, “low man wins” really means being prepared and not afraid to do the extra work to put yourself in a place where you can succeed. You can’t expect to make a great defensive play if you’re not in a great defensive position, knees bent, low to the ground, balancing your weight on your toes. It’s not the most comfortable or easiest position to be in, but it is the position where you will be the most successful. This concept of putting myself in the best position for success, even if it’s hard or uncomfortable, has carried over from sports into my day-to-day life and has helped me pass tests, finish assignments and get jobs. Thank you, Dad, for teaching me your tricks to #winning.

Emily

Like most dads, my father taught me many things growing up. House rules included don’t wake up past 10:00 a.m., always finish food before it expires and do not wait until the last minute to do your laundry. Since going to college, I have, unfortunately, abandoned many of these anthems as I am now known to sleep until noon, throw out half full gallons of milk and fail to do laundry for weeks at a time. However, one of my father’s lessons has stuck with me: honor your commitments. If I have promised someone that I will do something, I have always followed up on that promise. When I was younger, that would mean if a fun pool party was scheduled during a softball practice, I would have to skip the party due to my prior commitment to the team. Nowadays, this means if I tell a professor I will help them on a project, meet peers for a group project or pull an extra shift at work, I will be there. This mantra has helped me throughout my education, extracurricular activities, friendships and other crucial aspects of my life. A flaky student, friend and worker is going to reap what they sow; people will not trust that individual to do meaningful tasks or be there for you when you need her. My commitment to my education, internships and friendships has led me to a wonderful network of people who trust my word as I much as I trust theirs.  So thank you very much, Dad. Without you, I would not have the wonderful priorities you have instilled in me.

Josie

Never complain. Life is going to throw you lemons – a lot of them. And of course it’s up to you what you do with them (i.e. make lemonade, squeeze them, paint them gold, etc.). But no matter what it is that you decide, don’t complain. My dad has had his fair share of trials over the past 20 years, but I cannot tell you one time where I have heard him complain about his situation. I, on the other hand, can sometimes find the silliest things to complain about, and I don’t like it (see, I’m complaining already)! So I’ve made it my goal to think more like Peter, my dad, each and every day.  It’s the patient, determined and keep-calm-and-carry-on types like him that make great friends, co-workers and parents. I am so thankful to have his example in my life!

Erica

A quote that puts my father’s mouth on repeat is, “If you fail to prepare, prepare to fail.” Growing up with parents who expect 101 percent on everything made me take this quote to heart. Today, many people approach goals, tasks or even their own jobs without correctly planning ahead. In order to advance, an individual should always know the background, present information and future purpose of an assignment. Before I came into my interview with Clairemont Communications, I prepared for a successful interview by researching the company and picturing how my specialities would be a good fit. Knowing the target audience and what they expect can help in situations such as presentations, speeches or even a debate. In PR specifically, it is important to realize how the company wants to be seen in the public’s eye. The work one puts in determines the amount of exposure. However, I’m sure my technological, dorky dad was not thinking about PR when giving this piece of advice. He just meant for me to discover that success goes hand in hand with dedication. So thanks, Dad, for advice that will help me prosper in the outside world that I am now entering and the high school world I am leaving. Have a happy Fathers Day!

(Editorial note: We are certain that Erica means “dorky” in the most loving way possible.)

Tracy

I can without doubt trace my perfectionism back to my dad. Looking back on my childhood, one of my most vivid memories is my dad helping me with my homework. I can’t say it was always a pleasant experience, but certainly one that taught me the importance of getting things right. One instance in particular I remember was in middle school – I was working on an essay, probably about two or three pages hand written. My dad always read over everything very carefully and after reviewing my essay he found two or three small spelling errors. Lucky for me, this was right around the time erasable pens were introduced, so I quickly erased and corrected the words and handed the essay back to my dad. At first glance, he demanded I rewrite the entire essay. He thought erasing and rewriting the words made it look sloppy and couldn’t believe I was ready to turn in that essay. I stomped back to my room yelling, “It looks fine, why do you care so much!”

Now that I am a parent myself I understand why it was so important to him that I not turn in anything but perfection. He was teaching me that we should never settle for good enough, but that we should always put our best foot forward. He was using the everyday to teach me life lessons. That trait has stuck with me and is so much a part of the person I am today, both in my personal and professional life. Whether I am working on an event for a client, planning a dinner party, taking on a new decorating project or trying a new recipe – I obsess over details and making sure everything is just perfect. I’m sure I’ll pass along what my dad taught me, and being a communications professional, something tells me my son has a lot of rewrites in his future 🙂

Erin

The easiest answer is not always the best answer. My dad is a Consumer Reports loyalist and will not buy anything without the magazine’s professional approval. While it’s easier to run out and buy the first new semi-decent electronic device I see, it’s usually not the best value. For life in general, it can be a hard lesson but a little extra effort really pays off in the long run.

Maintain friendships for life. It’s really inspiring that my dad’s best friend to this day, Jeff, is someone he met back in Rocky Mount, NC in elementary school. Jeff is now my godfather, and their friendship has stood the test of time. My dad also has fraternity brothers, professors from Wake Forest and past business partners he still keeps in touch with. By his example, I learned the importance of creating a solid network of people who care about you and vice versa.

Learn from everyone around you. My dad has always had a curious nature that motivates me to experience new things. He recently took a digital media class and even asked me to help him with social media. (I happily obliged!) Everyone has a story and some expertise and I’ve learned from my dad to recognize that in people. Life is about constantly evolving by simply taking the time to listen and learn new things.

Ris

My dad died when I was a teenager so he wasn’t around long enough to give business advice. But he did live long enough to teach us the value of family and sticking together – in good times and bad. We had eight kids, each with different ideas and priorities. But NOTHING could come between us. As a result, good times became fantastic memories for us. Bad times were bad but couldn’t destroy us. Business is tough enough out there. Drawing close to each other and sticking together no matter what creates a real culture. A culture for success.

I honor my dad for creating the kind of culture in which I could learn that.

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My First 30 Days at a Raleigh PR Agency: Day 12

Margot HorganBlog, Entry-Level PR Job, Professional Development, , , , , , ,

Working in public relations is a lot more than planning events or helping a celebrity or corporation recover from a public blunder. Yes, event planning and crisis communications are very important skills for public relations professionals, but the most fundamental, absolutely necessary, hire-or-fire skill is something a little less glamorous – great writing. Whether it’s a tweet, blog, press release or annual report, clear and concise writing is one of the most important weapons a PR practitioner can have in his or her arsenal.

2012 AP Stylebook — the #1 resource for all things style and grammar!

The difference between good writing and bad writing is a press release that gets primetime media coverage verses a release that gets ignored because of its weak lead; it’s the difference between an attention-grabbing tweet that is shared and retweeted, boosting a company’s ROI and SEO, compared to a tweet that is too long or boring to get noticed; it’s the difference between a strong, convincing, informative brochure or fact sheet that can inspire publics to act and change their behaviors, compared to a ready-to-use piece that inspires nothing and no one. But, most importantly, it’s the difference between the ability to generate results for the client or to not.

At Clairemont, the importance of writing is stressed on a continual basis, and nearly all of my daily tasks are centered on writing in one way or another. A number of my assignments are creative writing projects, and this past week, I’ve been working on writing copy for a furniture client’s new collections. While the style of writing is certainly different than that of a press release, it still comes down to the same concept of aiming to create results. For furniture copy, this means exuding the feeling and style of the collection or piece. It is about making a customer feel the sophistication of the product. Furniture copy is not just a description – it’s a feeling.

Writing furniture copy isn’t always the easiest, though. It takes time to perfect and to know how to write in the client’s style. For me, the biggest help is to sit down with Josie and walk through the editing process with her. Instead of just passing my copy on to her to edit, she will sit down with me and show me exactly what she is looking for and how to make those edits. This way, I can see the mistakes or style issues in my writing and address them in future assignments.

Does anyone else have any other writing or editing tips? We are always looking for ways to improve because it is such an important skill!

 

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Best Practices for Facebook Timeline

Josephine ButlerBlog, Marketing, Social Media + Influencer Engagement, , , , , , ,

As Margot mentioned earlier, one of the ways that Clairemont team members work on professional development is by reading. I’m constantly seeking the latest and greatest when it comes to social media and public relations. Recently, I had the chance to review an e-book from our friends at Hubspot entitled, “New Facebook Business Page Timelines,” and I wanted to share a few best practices with you.

1)   Think visual! With the integration of timeline comes the opportunity for visual storytelling. The most popular pieces of content are usually photos and videos. If you’re looking for an example of how to tell you company’s story, we recommend checking out the Thomasville Furniture Facebook page. We worked closely with the Thomasville team to collect old photos and milestones for the page. Because the company has a rich history, the options were nearly endless!

One of our favorite milestones from the Thomasville Facebook page.

2)   Use a logo for your profile picture. This is especially important because it visually associates your brand with any sponsored stories or ads that you run.

3)   Turn your featured apps into compelling calls-to-action. Because Facebook did away with welcome landing pages, you can now showcase your page’s content using the apps toolbar in the upper right-hand corner. I really like the idea of using text-based images because it allows you to explain the app’s features or benefits to users. Here’s a great example of a call to action:

Hubspot’s compelling call to action!

4)   Pin new promotions every seven days. When content stays fresh, engagement will remain steady. I actually recommend pinning things for three days or less, if possible (similar to my recent advice about Facebook advertising).

5)   Publish more than once a day. Previously, brands didn’t want to post more than once or twice a day because when you bombard fans with too many posts, they’ll unlike your page. Nowadays, the algorithm for users’ news feeds has changed. If you’re not posting several times a day, your content is getting lost in the feed.

Again, these are just a handful of tips that I found helpful. If you’d like to read more, you can find the e-book here: http://www.hubspot.com/guide-to-new-facebook-business-page-timelines/.

Any more tips to add? We’d love for you to share!

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