Category: Public Relations

Breaking Through Mental Blocks

Cherith AndesBlog, Professional Development, Public Relations, , ,

Those who work in a creative field know the feeling — that hopeless frustration of staring at a blank Word document or design canvas … and nothing comes. 

You’ve turned the canvas upside down. Swiveled in your chair. Worn a path to the coffee pot. Secretly played a few minutes of Fortnight. 

And the inspiration is still somewhere in the Bahamas … without you.

In PR, part of our special sauce is the zany ideas that add a head-turning twist, the out-of-the-box solution that catches the attention of reporters and propels customers into action. So we’ve run into our fair share of mental blocks during the creative process.

We’d like to proffer a few favorite tips for sidestepping the brain freeze and jumpstarting your mojo again.

Get a Move on It.

It’s surprising how a brisk stroll (or an impromptu dance-off in the Clairemont Kitchen) can rejuvenate the brain. One of us has been know to run laps up the stairs while another one uses the time to jaunt over to Morning Times for a touch of caffeine/parfait/whatever is in the pastry case. Fresh air and movement can do wonders.

Crack a Book. Or a Stellar Blog.

When words are … just … not … there (see how I did that?), feed your brain with fresh input. Prime the pump with another author’s vocabulary, style and turn of phrases. The meatier, the better. We love to flip open a copy of Garden & Gun (editor CJ Lotz has some incredible pieces) or the Wall Street Journal. (Jason Gay’s sports commentaries provide insightful accounts peppered with hilarity — even for the non-sports fan, such as myself.)

Insert Off-topic Ideas.

In a similar vein, completely abandon the current task at hand to concentrate on an unrelated topic. The brain is programmed to create and follow patterns (And thank goodness. Can you imagine relearning how to drive every time you cranked the key? No. Just no. ), so a break in routine can allow for a new point of view. Pop over to Ted on YouTube, for example, and watch the first video that catches your eye.

Change Your Environment.

Photo courtesy of Vita Vite

Forbes highlights the positive impact that a change of scenery and travel — even domestic travel — can have on the creative psyche. While you may not have the leeway for a long weekend escape, a shift in your immediate environment can interrupt your mental cycle. Pack up and move to a coffee shop. Work from a park. Find a wine bar patio (like our beloved client Vita Vite) that offers fresh vistas and new interactions to spark thoughts.

Crank the Tunes.  

“Music gives a soul to the universe, wings to the mind, flight to the imagination and life to everything.”

Plato

Forbes backed Plato’s maxim when it unveiled that listening to happy music may boost your creativity. Medical Daily even went so far as to suggest a few classical pieces. Music’s dichotomous blend of structure and expression targets both parts of the brain, often with an almost magical effect. Pop in some earbuds, take a walk, turn it on in the office, get up and dance. (Again, Clairemont loves us some dance parties. Care to join?)

Need a little more “oomph”? Check out Dana’s tips for encouraging creativity.

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3 Tips to Telling a Compelling Story

Cherith AndesBlog, Marketing, Public Relations, , , ,

“Tell me and I forget, teach me and I may remember, involve me and I learn.” (Benjamin Franklin)

Data, facts and figures appeal to the intellect but, as Benjamin Franklin astutely notes, information falls flat when it comes to inciting action or affecting lasting change. Human emotion is far more powerful a tool, beckoning the listener to become involved and personally invested.

Whether honing ad copy, penning an op ed or crafting a comprehensive messaging campaign, all effective stories share a similar trajectory and common cornerstones.

1. Know Thy Audience

Any marketer worth his or her salt will already have defined a target audience, perhaps even complete with a persona. Yes, clearly, we need to know the demographics and life stages, but focus on the emotional dynamic. In fact, treat your audience as a good friend with whom you’ve been having an ongoing dialogue. What are his fears, his annoyances? What is the one thing that he or she craves most this weekend … or right now from the office chair? Market research coupled with focus groups and other qualitative studies can flesh out these critical details.

2. Identify Thy Problem (Enter conflict, stage right)

No good movie or book depicts character skipping along in a worry-free life. You watch or read on the edge of your seat because of a conflict. Will she get the job? Will he get the girl? Marketing stories are no different. What specific dissonance are you addressing in your “friend’s” (audience’s) day?

Now, here is an opportunity to beef up your case with data or information, if applicable. But choose wisely, young Jedi. Select only facts that are crucial; you’re not building a case. You’re taking your friend on a journey to show — involve — him or her in a story. It’s his pain point that eventually will reach a point of no return where he must act to settle the dissonance.

3. Offer Possible Solutions

Hope! Offer a smidgen of light that there are indeed answers to your friend’s predicament. And keep in mind, if you’re selling a product or service, you’re not really selling that product or service. You’re selling an emotion — relief, convenience, pleasure, power, status and others mentioned here.

At this juncture in your story, showcase a few different solutions, including those that might not be effective. What will happen if your friend chooses to do nothing or go with a different product? And of course, what will happen if he chooses your solution? Show. Show the relief, the convenience, the happiness, the freedom, what he now will be able to do once he chooses your offer.

4. Other Miscellaneous Tips

  • Write and rewrite. Few stellar stories come from the first draft. Cut out unnecessary thoughts or points, and then cut a few more. Lead with your strongest point. Proof with the “so what test.” If your friend listens to your story and then shrugs and says, “so what?”, we need to retool.
  • Keep it conversational. Remember, you’re helping a friend, not selling to a stranger. Write the story as if you’re picking up in the middle of a conversation over coffee.
  • Keep it timely. Monitor topics and cultural tones in the news. Stories connected to already poignant issues carry another opportunity to emotionally involve your reader.

We need to be completely clear that effective stories are authentic. They’re transparent. They’re genuine. We’re not manufacturing techniques to a manipulate the masses. What we are doing is truly understanding the pain points of our friend and offering a way for him to solve the struggle and see change. We respond to real things. The best stories are authentic and honest.

We love telling stories. How can we help you tell yours?

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For the Love of PR

Clairemont InternBlog, Fashion, Public Relations, , ,

Ah, Valentine’s. Stop and unwrap a few Dove chocolates (or Hershey’s Kisses … whatever your indulgence). At Clairemont, we are using this “season of love” to celebrate our everyday work. We love what we get to do for our clients, and here’s why!

  1. We never have a dull moment. Nope, never bored in our world! With all that PR encompasses – media relations, brand management, crisis communications, content development, social media management, influencer marketing and the list goes on – it’s endlessly fascinating. No work day is the same, and we love that.
  2. We love to learn. Over the years, we’ve worked with a bunch of great clients across a number of industries, including British nobility, pepper festivals and chocolate factories. Our job is continuously evolving. To keep up, we have to always be learning. From the latest social media platform, analytics tools or creative trends, our team loves to dig deep and dive in to new ventures.
  3. We stay on top of trends!  One of the many things that PR pros are renowned for is being “in the know.” And we love to dress the part! From breaking news to the latest fashion trends (yes, ruffles and white boots have become popular again!), we’re always switched on to what’s going on in the world.  (Remember that time we jumped on the palazzo pant trend?)
  4. We commit! PR is one of the best businesses for building relationships. The job gives us countless opportunities to network with spirited co-workers, clients, members of the media (news anchors, print journalists, bloggers) and even celebrities! At Clairemont, we love finding new friends and turning them into lifelong pals.
  5. We love to save the day. PR pros are like ninjas. We think fast on our feet in even the most challenging of crisis situations. Even more, we love making a difference in the community; the Clairemont team takes pride in planning and implementing community events and nonprofit initiatives to improve the lives of those around us.

In PR, what we do today can make a difference on what tomorrow will bring. Revisit your own list of things you love often and revise it as you develop your own goals.

What do you love most about your work?

By the way, on the topic of love, Clairemont “speaks” the five languages of love.

Written by Clairemont Intern Ru Wolle, a senior at NCSU.
Photos from Canva.

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In Living Color

Kelli FletcherBlog, Public Relations, Raleigh PR Agency, , , ,

When Pantone announced its Color of the Year for 2019, we were extra pumped. Maybe it’s because the chosen shade, Living Coral, fits so well with The Clairemont House’s existing colorful décor. Or maybe it’s because coral has long been our list of must-have hues. (Kelli snagged a coral iPhone XR this fall, and Cherith chose the coral Billie razor.)

So yes, the color is pleasing to our eyes but also clearly the eyes of others. Pantone shared that it took note of branding efforts by big hitters including Apple and Airbnb. These companies used the coral color in recent campaigns, suggesting the rise of the color’s familiarity and popularity among the public.

What our Clairemont team loves even more is Pantone’s definition of Living Coral as a color of “carefree happiness” that “symbolizes our innate need for optimism and joyful pursuits.” Because that’s not just who we are; it’s also what we do!

Perhaps it’s working to strategize a rebranding campaign for a new client, helping a long-time client announce a new venture or assisting with an anniversary event for a downtown Raleigh hotspot. Or maybe it’s networking in our community to make connections that build our professional development AND relationship opportunities for our clients. Either way, we’re excited to show up every day for our own “joyful pursuits.”

We look forward to the collaborations that happen in our colorful office. We’ve seen this setting spark creativity for ourselves and our partners. And much like Pantone suggests with its 16-1546 Living Coral color, these walls indeed “provide comfort and buoyancy” in our everyday lives.

As we move forward in 2019, we’re looking forward to seeing more brands embrace this color trend (we have to admit: it’s a favorite of ours.) And in the event it isn’t just a trend but actually a pigment that can persuade a state of mind, we’re all for keeping around this energizing, animated color.

What’s your favorite Pantone color? Will you embrace this year’s Pantone Color of the Year?

Questions about how you can create a colorful campaign for your business? Send us a note!

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The Evolution of the Influencer

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

It would be an understatement to say that a lot has changed over the past 100 years. The 1900s were certainly a productive century for us, but one thing has remained unchanged: the use of influencers and brand advocates to market products and services.

What is influencer marketing, you ask? There is not one exact definition, but influencer marketing can be described as brands utilizing influential figures to promote their product instead of doing it themselves. But to really understand the evolution of the influencer and influencer marketing, we have to throw it back … like, wayyy back.

An Old-Fashioned Influencer is Born

Welcome to the 1890s! If you’re surrounded by mauve-colored clothing and Benjamin Harrison is currently president, you’re probably in the right place. Although influencers have technically been around since the early days of the royals, it was during the 1890s when one of the longest running influencers to this day was introduced: Aunt Jemima.

As advertising slowly gravitated away from word-of-mouth recommendations to newspaper print ads and posters, the Davis Milling Company wanted a face for its brand that customers could trust. Thus, Aunt Jemima was born. When you hear “Aunt Jemima,” it’s hard not to envision the iconic cheerful woman with a welcoming smile, enticing customers to purchase the brand’s products. Although many actors have played the role of this famous influencer over the years, Aunt Jemima pancake mix and syrup remains a classic product in many homes today.

Santa Claus is Coming … to a Store Near You

As we leave the 19th century behind and head into the 1920s, one of the most well-known influencers captures the heart of millions. Coca-Cola hired artist Fred Mizen to paint the bearded, rosy-cheeked Santa Claus we have come to know today. Before Coca-Cola began using Santa for its holiday marketing, he was commonly drawn looking more like an elf than a cheery patron of joy. Coca-Cola strategically capitalized on a character that was already well-known but reshaped the public’s vision of him into one that has stuck with us to this day.

The use of brand influencers began to take off, and more companies began utilizing brand-created characters to showcase their company and products. We are introduced to more classic characters like Miss Chiquita Banana in 1944, Kellogg’s Tony the Tiger in 1952 and the General Mill’s Trix Rabbit in 1957.

The Emergence of Celebrity Endorsements

Technology continues to evolve as we reach the 1950s, and before we know it, celebrities are capable of having a more recognizable image and brand. Celebrities start becoming the token choice for influencer marketing, as made-up characters are no longer sufficient to convince a buyer to make a decision.

Celebrities like Michael Jackson, Tiger Woods and Beyoncé emerge, with their faces attached to companies and products. As the 20th century continued, it was nearly impossible to find a big name brand that wasn’t attached to a celebrity influencer in some way. Consumers wanted a glimpse into the glamorous lives that celebrities lived, and purchasing the products that their idols claimed to use or love seemed to suffice, since they couldn’t exactly buy their million-dollar mansions or try on their Gucci wardrobe.

The Rise of the Internet

The 2000s gave us a resurgence of 3D movies, Eminem and the internet. The creation of the internet unearthed new strategies for brands to affordably market products around the world. Suddenly, companies could create graphics, videos and stories online. Social media also began to emerge. Two-way communication between brands and customers changed the traditional structure of marketing and gave a voice to the general public. The early 2000s also saw the first “mommy blog” take off. These blogs had real voices from real people. Bloggers gave their audiences a fresh take on brand recommendations and started to become increasingly popular as social media became a regular part of our lives.

All is Fair in Instagram and Influencers

Today, influencer marketing is quickly becoming a primary method for marketing strategy and online purchases. It is cost-efficient and very effective when done well. With the limitless opportunities that social media and evolving technology have provided us, almost anybody can be an influencer these days. Influencers are content creators, opinion leaders and experts in their field, who sell their reach and content on social media platforms to brands.

In fact, brands are starting to understand that leveraging micro-influencers (with a smaller but more loyal fan base) and everyday brand advocates in their marketing strategy can provide stronger results than spending an entire budget on a single celebrity. Without a doubt, 2019 is going to see the influencer continue to grow and evolve. Our team at Clairemont can’t wait to see what’s next.

If you want to learn more about how you can utilize influencer marketing for your business, check out our blog post on steps to a successful influencer campaign here.

Written by Alex Davis-Isaac, senior at UNC-Chapel Hill.

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