Category: Blog

My First 30 Days at a Raleigh PR Agency: Day 11

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

If you remember my blog from day four on the job, I recently put together several e-books for professional development. This week, Dana has assigned each of us a different one of these books, and I have been reading a Hubspot manual about how to attract customers with Twitter. I’m familiar with recreational Twitter use, but it’s not my favorite social media platform, so I have never really taken it upon myself to do more research into how to use Twitter for business purposes (beyond the basics). 6 Steps to Optimize Twitter for Search was one of the chapters that really appealed to me, and I’ve shared some of the tips below:

Make Twitter pay off for your company with these tips from Hubspot

1. Make Twitter handles spam-free. To ensure that your Twitter page is one of the top hits on Google, Bing or any other search engine, try to avoid using numbers in your user name. Since many spammers’ Twitter handles include numbers (e.g., @Name456781), when Google’s algorithm scans links on Twitter, it often disregards such usernames because it cannot differentiate what is a legitimate username and what is spam.

2. Include keywords in your bio. With only 160 characters to create a valuable Twitter bio, don’t waste space with too many industry keywords. Instead, reflect your business in an accurate and meaningful way that will help improve your search visibility. Also, since search engines often display Twitter bios in the links’ description on the results page, make sure you bio is attention grabbing!

3. Build your reach. Simple concept, but apparently overlooked by many. According to Google and Bing, both of their algorithms check the authority of every user tweeting, so make sure to gain a following for better SEO.

4. Create a special subset of keywords. Make a list of keywords or phrases that your business attempts to rank in search engines. For instance, key phrases Clairemont would want to rank for include “Public Relations” or “Raleigh PR agency.” Shorten longer key phrases and pick a smaller subset of keywords for Twitter. Then, use theses phrases regularly in your tweets to boost SEO.

5. Keep tweet lengths in the retweet safe zone. To ensure that your SEO keywords and phrases are not deleted when another user shares your tweets, give your tweets about 10-20 characters of wiggle room. This keeps those keywords safe from being deleted when ”RT @username” is added to the shared tweet. Plus, data indicates that 120-130 character tweets have the highest click-through rates.

6. Create your own inbound links. Lastly, make your content interesting enough that other influencers on Twitter will retweet it. Both Google and Bing take the value of Twitter authority figures and correlate it with the value of the link. So, the number of followers a user who retweets your content has is important for search engines that are measuring the value and importance of the retweeted link.

Any other Twitter tips worth sharing? We’d love to hear them!

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How to Get an Internship at a PR Agency

Josephine ButlerBlog, Professional Development, Public Relations, Raleigh PR Agency, , , , , , , , , ,

Our intern Erin Kelley not only landed an internship here at Clairemont – she also wants to share a few tips with you on how to do the same! Isn’t she sweet?

This could be your desk, too!

In the public relations field, internships are crucial for networking and eventually landing your dream job. Since I went through the internship process recently, I thought I would share six easy steps that helped me find my place at Clairemont:

  1. Research: Searching through massive amounts of internship postings and websites can be stressful and overwhelming at first. If you’re doing a Google search, try to narrow it down first by location, then by interest. Just from my experience, your best bet is networking. Don’t be afraid to connect to public relations agencies through social media! I actually found out about the Clairemont internship program from then-intern Margot Horgan’s post on the UNC Public Relations Facebook page.
  2. Understand the application process: Unless an agency specifically states otherwise, it is usually a safe bet to include your cover letter in the body of the email, with your resume attached. Employers may also want writing samples from past internships or class assignments, so choose from your best work! I usually include a news release and then something that shows my creative side, like a feature story or design project.
  3. Cover letter: The purpose of the cover letter is to go into depth about important experiences or previous internships that you couldn’t fully explain on your resume. You’ll also want to throw in a sentence or two describing why you would be an asset to the company. Always include a cover letter, even if it isn’t mentioned – it can’t hurt!  
  4. Resume: It wasn’t until this past year that I learned that your resume, specifically the relevant experience section, should be tailored to each position. For instance, if I were to apply for a nonprofit internship, I would highlight my work with the YMCA of Northwest North Carolina; however, for an agency position, I would include my experience as PR director for an on-campus organization.
  5. Email: The worst mistake you can make with an email is the dreaded typo or grammar mistake. As I learned in my public relations writing class, you can never rely on spell check! Sometimes it’s best to whip out the good ol’ AP Stylebook. Other than that, just be professional yet personable when explaining your interest in the company and past public relations work.  
  6. Follow Up: Arguably the most important part of the process is maintaining communication with the agency. I always make sure to keep a record of when I applied, sent writing samples, talked with them, etc., so that I can stay in touch and provide any information they may need.

These are just a few tricks of the trade that I used this past year when searching for an internship. Overall, the key to securing a PR internship is perseverance and a bit of luck!

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10 Social Media Tips from My Dog

Dana PhelpsBlog, Social Media + Influencer Engagement, , , 11 Comments on 10 Social Media Tips from My Dog
"Why yes, I am a social media expert."

Last week while I was away at Summer Brand Camp, Billy got to thinking about his role as Clairemont’s CMO (chief motivational officer), and he decided it was time his voice (bark?) was heard on the Clairemont blog. Day after day he hears us talking with our clients about social media, and as you’ll read below, he thinks that approaching social the way a dog approaches life could have a lot of benefits.

Hello Tweetie birds, Facebook fleas, LinkedIn lions, Pinterest pigs, Google+ goats and all you other interesting social media creatures. Billy, here. I’m Clairemont’s chief motivational officer a.k.a. Billy Midnight Hughens, the Hughens family dog. After I’ve enthusiastically greeted everyone at the Clairemont office each day, I spend a lot of time in total frustration. Now you might be asking yourself…what does a dog have to be frustrated about? So much to tweet and no thumbs. Think about it!

I’ve got a lot to growl about when it comes to social media. I might look like I’m sleeping under Dana’s desk, but I’m really listening to her talk about social media strategy or relay a story about some sort of social media mishap committed by someone who didn’t know any better. When she mistakes my input for snoring, I’ll move over to the Clairemont couch where I can watch Josie review analytics on a client’s Facebook page. “Please, please, let me explain the difference in reach and impressions to the client,” I think.

Oh, and if I can time it just right, I might catch Margot eating lunch at her desk so I can see what she’s pinning on her dream wedding board this week. Dog gone it, I hope her daddy gets paid in more than milk bones because I’m here to tell you, that one dreams BIG. But it’s not all about saying yes to the dress (and the flowers and the cake and the veil and the shoes), Margot’s knowledge of the ins and outs of Pinterest sure is helping Clairemont clients incorporate this fun tool into marketing campaigns.

So you see, I spend most of my days thinking about social media and hearing my office mates helping others understand social media etiquette and how to use it for business. Sometimes they wear me out, and then I do actually nap. Before I doze off now just thinking about napping, let me throw you a bone and tell you the key to social media success: think like a dog. Here’s how you do it:

  1. Wag your tail. Wag your tail when you see someone you know. Wag your tail when someone does something you like. Wag your tail when you appreciate what some does for you. In other words, show your love on social media. Say good morning to some friends on Twitter. Like a friend’s Facebook status. Share a pal’s blog post on Google+. If you are happy and you know it, show it!
  2. Create leash-free environments. Okay, this one is for companies doing social media. Sure, sure, I get that there has to be some rules, but when you can, create leash-free spaces to allow the thoughts of your audience to run freely. Model your favorite dog park. Look, we all know that occasionally we’re having a dandy time when somebody comes along and poops right where we were playing. Clean-up crew! Get a bag. Scoop it up and keep playing.
  3. Don’t beg. Good behavior will be rewarded. Do you know those people who constantly ask for re-tweets? That makes me feel like I’ve got a bad case of the fleas. If you provide good content and don’t do rude things like stare at people when they eat, you will gain fans and followers who will gladly share your thoughtful content.
  4. On the other hand, if you need help, ring the bell. I wasn’t actually trained to ring a bell when I need to go outside, but I have my ways. Have I mentioned that I weigh nearly 100 pounds? I have the ability to exert the pressure of all that weight through my chin and onto the knee of the person I need to open the door for me. If you are new to social media, ask someone you trust to help you. If you are a company that doesn’t have internal resources, consider hiring an agency. Social media can be a dog eat dog world. Needing help is nothing to bury in the backyard.
  5. Mark your territory. Do you like to chase balls? Is swimming in the lake your thing? Chewing on rawhide? Slobbering? Whatever it is, own it. Pin pictures of the thing you love. Write blog posts. Facebook it. Hashtag it in your tweets. You get the picture. (Now share it.)
  6. Be the master. So maybe your busy schedule won’t allow you to get on Google+ to talk about how many ribbons you won at last week’s agility competition. Maybe you can’t pin it and tweet it, but maybe you can Facebook it. If you are a social media pup, start slow. Pick a channel and master it. Once you’ve learned all the tricks, maybe you’ll feel like adding another.
  7. Be careful where you put your nose. Wanna know what I love more than coming to the Clairemont office during the week? Saturdays! I love Saturdays! Because Saturday is the day my dad takes me on a Sniff Adventure. He let’s me take my time and sniff grass and trees and telephone poles, but he warns me about sticking my nose too far into something I don’t really know much about. Some other neighborhood dogs have been bitten by snakes doing that. Do I need to explain further? Didn’t think so.
  8. Accept that little dogs can bite. Speaking of things that can bite, that dang Sparky across the street weighs about as much as my ear, but that doesn’t stop him from biting me. I don’t like it! You might think that the little guy in your category can’t outsell you and therefore is no competition. Think again. Social media levels the playing field and if the little dog is all wags and wiggles to your customers, he’s likely going to take a bite out of your profit.
  9. Stop chasing your tail. Wanna know what gets my hackles up like nothing else? When I see brands so eager to show that they are engaged on social media that they do things that howl that they know nothing about engagement. The perfect example is syncing Facebook to Twitter so that a post to one automatically posts to the other. Call off the dogs! Every time that happens, a puppy is left out in the rain. Stop it.
  10. Ride with your head out the window. Remember to have some fun. Social media can be challenging, but hopefully these tips will help you enjoy the ride.
"What do you mean I'm not allowed to tweet? Viva Fink has her own Facebook page!"

Well, there you have it. I think Billy sounds a bit like a dog with a bone. Wait a minute he is! I hope he’s happy now that we’ve let him have his own post. What has your dog been dying to share about social media?

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My First 30 Days at a Raleigh PR Agency: Days 9 and 10

Margot HorganBlog, Entry-Level PR Job, Public Relations, , , , ,

A little more than two months ago, I was still an intern at Clairemont, but as a full-time employee, it is now one of my responsibilities to help manage our three new summer interns, Erin, Erica and Emily (our “E” interns). It has taken some getting used to being on the other side of this relationship, but I’m finally feeling more at ease giving the directions instead of taking them.

Of course, managing interns has taken some practice, and I haven’t always been the best leader. It takes time to delegate and explain tasks, but in the end, having these women in the office has been a huge help, and they make such a great addition to our team! Here’s a little list of the top things I have learned from our interns:

  • Don’t forget to check in and make sure they have work! Just last week, I left one of our “E” interns without a task. Our interns are quick workers so don’t forget to keep track of their progress!
  • Interns are invaluable when it comes to completing a seemingly endless to-do list. Many hands make light work!
  • Our interns have introduced us to a lot of great new apps. With so many apps available, we love new suggestions to help make our lives more convenient and fun!
  • I’m not as good at explaining things as I thought I was. I might know how to do something, but not necessarily explain the task very well to our interns. This is an on-going lesson and work in progress!

When I was an intern, I didn’t realize how much I helped with day-to-day tasks, but in hindsight, I can see how much interns really do contribute to agency work. We are very lucky to have Erin, Erica and Emily working with us this summer. Keep posted because we will be introducing each of them to you in our blog over the next few days!

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Meet Erin: Another “E” Summer Intern at Clairemont

Josephine ButlerBlog, Professional Development, Public Relations, Raleigh PR Agency, , , , , ,

Say hello to another one of Clairemont’s summer “E” interns, Erin Kelley! She joins us as a rising senior at the University of North Carolina at Chapel Hill, where she is a J School student. Already, Erin has shown us what she can do, and without further ado, we’d like to share this interview with you (no, we did not mean for that to rhyme – it just did).

Meet Erin!

So Erin, you’re from Winston-Salem. How long have you lived in North Carolina?

My entire life…so almost 21 years.

That’s a long time.

Yeah, and my family has always stayed in the same house, even. We never moved.

Sheesh. You’re quite the NC lover. Is that why you love UNC so much?

It is!

So, about that. How did you decide to study PR in college, anyway?

I declared public relations as my major the day after I finished up my freshman year. The real answer is that I took Business 100, and it wasn’t what I thought it would be…so I added marketing and communications to the mix to make things more interesting.

And now you’re going into your senior year. What are you looking forward to the most?

A class called Branding of Me with Gary Kayye. I want to integrate all of my social media accounts and have a website where you can find me on Twitter, Facebook and Pinterest and on my personal blog. This class should really help me with that.

Do you know Gary Kayye? He’s pretty awesome. I spoke to his class last year.

He presented at one of our PRSSA meetings this past year, and that’s how I heard about his class.

So how involved are you in PRSSA?

I was attended a lot of meetings this past year, and next year, I will be the treasurer, making everyone pay dues! It has been such a great experience because it has helped me with my resume and cover letter, and it’s great for networking. It gets you in with the speakers, and from there, you can build meaningful relationships and get a better understanding of what life will be like after college.

So you realize the importance of networking?

I feel like with today’s economy and the way journalism is evolving, that’s the only way to get into an agency. And, of course, having the UNC connection is always really helpful.

I’d say so. That’s why I was so excited about your resume – I saw the UNC email address!

Thank you! I guess the thing I am really working on right now with networking is keeping in touch with important contacts and making sure I reach out to someone if I have any questions or need advice.

And that’s really important. It can be the difference between forgetting about someone and keeping them at top of mind….So what have you learned so far at Clairemont?

Well, first off, I have learned that I love working in downtown Raleigh! I have also learned the importance of using the correct tone when you’re speaking to different audiences. For instance, when I am helping to write a Drexel Heritage blog post, I am always cognizant that I need to be using the voice of a fashionista. I have also learned a lot about the importance of media lists and thinking about strategy when you’re pitching. Oh, and I’ve been thinking a lot more about the appropriate channels to go to with my stories. I never realized how involved it all is!

Indeed, it is! You’re a quick learner, Erin! Anything else you want people to know about you? Any hobbies?

I signed up for the City of Oaks half marathon in November. It will be my second. I am following in the footsteps of Dana!

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