Category: Public Relations

What TV News Taught Me about PR

Sarah HattmanBlog, Professional Development, Public Relations, , , , , , , , ,

I recently took a trip down memory lane as I converted old VHS tapes and DVDs featuring clips from my career in news into a digital format. Along with my favorite stories, best and most memorable live shots and award-winning stories were several versions of my “escape tape” – a resume reel that is sent to bigger markets in hopes of landing the next job. That’s when it hit me. All those years of compiling and updating my reel taught me valuable lessons about how to effectively pitch the media.

  1. Get to the point quickly. A general rule of thumb when compiling the montage for the video resume is that you have about 10 seconds to get their attention. I cannot tell you how many news directors said they knew within the first few moments of seeing a reporter’s reel if they wanted to hire them. The same can be said for media pitching – especially when speaking with the people behind the assignment desk. Each day the assignment desk receives literally hundreds of emails, phone calls and (in my day) faxes. That’s a lot of information, so when you call be mindful of their time.
  2. Give them a reason to care. I remember critiquing each and every live shot and story I put together to determine if it was good enough to be included on my escape tape. Was it visually compelling? Demonstrative? Engaging? Those same questions can be applied when talking to the media about a story idea. Make sure you are offering them a visual component – especially for television. Succinctly highlight the reasons they should care about your pitch. Does it have a personal element or offer new and exciting information that appeals to their audience? If it does, make sure you spell it out for the journalists. If not, you should probably revisit the pitch.
  3. Highlight your personality. Yes, this might seem a little odd, but I always included lighter moments in my reel to showcase who I am as a person, not just as a journalist. This too can be applied the next time you pick up the phone and call the media. After all, it’s all about developing  relationships with the media. Get to know them and the next time they see your number on caller id or name in an email, they will more likely to pay attention to it.

So, what did my montage look like? Take a look.

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Event Planning: Don’t Skimp on the Food

Tracy LathanBlog, Public Relations, Restaurant PR + Hospitality PR,

I think we can all agree that there is one element that can really make or break a party – the food. How many times have you attended an event where although food was served, you left feeling like you needed to pull through a drive thru because the food ran out, or was not substantial enough to combat the cocktails you consumed?

As PR people, we are often charged with planning and attending events, and after seeing the good, the bad and the ugly, we have come to understand the importance of getting it right when it comes to the food. Clairemont recently helped orchestrate the grand opening for The Lincoln Apartments, one of Raleigh’s newest upscale complexes (and a Clairemont client), in the heart of downtown Raleigh. Since the theme of the night was “Downtown Discovered, ” we decided that instead of having the party catered by one group, it made better sense for attendees to be able to discover and sample foods from several downtown Raleigh hotspots.

Empire Eats, Lucette Grace, Videri Chocolate Factory and The Architect Bar and Social House were all on board. I was involved with some aspects of the planning, but not all the food and beverage details, so when I showed up to help out Thursday night I was seeing things through the eyes of party guests and was blown away by the food selection.

The Pit served barbecue sandwiches and its amazing BBQ soul rolls, Sitti had its famous chicken kabobs and hummus, Gravy delivered dynamite meatballs and The Raleigh Times served hands-down best pimento cheese and bacon biscuits I have ever eaten. And to satisfy your sweet tooth, the macaron tower and samplings from Lucette Grace, along with chocolate bon bons from Videri, sealed the deal. Everyone was full, and they were all talking about the food. Ok, all this talk about food, but we know beverage selection is equally important. The Architect team stocked the bar, served champagne and even created a signature cocktail for the evening, appropriately named The Honest Abe. What could be better than having a taste from your favorite restaurants in one place!

So, the takeaway here is not that you should be really bummed if you missed the party last Thursday (although you should be) but rather the impact that food selection, in terms of vendors, menu, amount, etc. can have on the overall success of an event. While I am confident the grand opening would have been a win regardless, people were definitely talking about the food the next day. Also, we often don’t consider restaurants that don’t cater being willing to participate in something of this sort, but it’s definitely worth the ask next time you are coordinating food for a party or event.

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Marketing Real Estate to Millennials

Cherith AndesBlog, Marketing, Public Relations, Real Estate PR, , , , , , , 1 Comment on Marketing Real Estate to Millennials

The trends of the lease-up landscape have shifted to “empty-nesters”—and not just baby boomers looking to downsize. Millennials, those born between 1980 and 2000, have staked a claim in the market demand for apartments. In response, lease-up offerings have shifted over the past 10 years to accommodate the preferences of these diverse “digital natives.”

Courtesy of Lincoln Apartments
Courtesy of Lincoln Apartments

1. It’s the finer things of life. According to Brian Toomey, director of acquisitions, Banner Property Management, members of the millennial generation grew up amidst the custom finishes, top shelf materials and private luxury bathrooms of their parents’ suburban homes. And although they still crave these high-end touches, millennials can’t afford the high-end price tags, turning instead to apartment rentals. Hence, lease-up developers must design units that feature quality finishes and incorporate leading design trends. Farewell, linoleum.

2. It’s all about the lifestyle, too. Millennials love life and love to live life. They loathe to waste time commuting to a job or—worse—tending to yard work, moments that could otherwise be invested in experiences and relationships. In response, the demand has skyrocketed for apartments located within a short drive, bus ride or bike ride to major employment hubs. Forty-five minute commutes are a relic. Farewell, drive time.

3. And it’s all about commitment—or the lack thereof. Millennials experienced firsthand the real estate market upheavals that wreaked havoc on their parents’ financial standings. As young professionals, members of this generation are more apt to rent their first living spaces right out of college than to scrap and save for a home. Farewell, mortgages.

What does this mean for marketing and PR in the real estate industry?

1. Feature the features. It’s a given that marketing communication strategies for apartments should highlight the amenities. More attention, however, should be invested in showcasing the distinctive design elements of a unit. Craft creative tactics to spotlight custom finishes and quality lifestyle offerings that welcome the millennial buyer as a VIP guest in an upscale apartment.

@FirstLadyLincoln
@FirstLadyLincoln

2. Go the distance to show the distance. Create clever ways to emphasize the accessible commute to nearby employment and lifestyle options. The Lincoln Apartments, one of Raleigh’s newest upscale complexes (and a Clairemont client), is grand opening its luxury development this fall in the heart of downtown Raleigh. Through a creative Instagram account dubbed “The First Lady of Lincoln,” Lincoln and Clairemont staff are showcasing the “Lincoln Lifestyle.” These first-hand snapshots capture downtown Raleigh’s trendy restaurants, festivals, entertainment venues and cultural hotspots–all a short walk or bike ride from the Lincoln’s front door.

(PS: Give it a gander! Check out the “Lincoln Lifestyle” and downtown Raleigh on Instagram at @FirstLadyLincoln!)

3. Live life with them. This tip is beget from years of research + experience + aw, heck, I’m a millennial (sort of). Millennials shudder at overt marketing messages. Since we’re busy digging through paperwork to ensure we haven’t been hoodwinked by legalese, transparency becomes a legitimate PR strategy. Be genuine. Showcase the warm, accessible side of your company—from the quirks of your personable staff to the fun at your company’s parties. Transparency goes a long way to forge trust with the millennial generation as it chooses its first home after graduation.

What tips would you add to this list?

 

 

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75 Years of Dairy Queen

Sarah HattmanBlog, In Our Community, Public Relations, , , , , , , , ,

Dairy Queen – for many people those two words are synonymous with summertime and happy memories. No one understands that better than Andrew Valkanoff, owner and operator of Triangle Dairy Queen, who loves serving treats and takes pride in the quality of service his employees deliver. He’s been a Clairemont client since the beginning of the year, but you only have to spend a few minutes with him to realize how passionate he is about his business and the communities he serves.

This year marks the 75th “Fanniversary” of Dairy Queen, so we spent some time with Andrew talking about how Triangle Dairy Queen is celebrating this major milestone.

Love Dairy Queen as much as we do? Want to stay want to stay up-to-date on all future events? Be sure to like Triangle Dairy Queen’s Facebook page.

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Trends Tuesday: How Young is too Young for Children to Start Using Tablets?

Tracy LathanBlog, Public Relations, Trends,

I have to admit, as a mom of two young children I often feel guilty for handing my kids the iPad so I can unload the dishwasher or respond to a few e-mails. Turns out I might be making them smarter!

According to this recent study featured on The Today Show from the University of London, tablets should be a part of a baby’s world from birth. The study claims that babies and young toddlers learn numbers faster when interacting with the screen.

These findings are contradictory to what the American Academy of Pediatrics has been telling us, which is no “screen time” for children under two. (But honestly, don’t we all we fib on the well visit form when asked how much screen time?)

As a PR person and certified Apple junkie, my MacBook, iPad and iPhone are a part of my daily life. My children see me using them and, naturally, want to use them, too. While I do set limits, I think there are benefits to introducing them to technology early. I have researched and downloaded several learning based apps, and I am convinced that it was Elmo who taught my son his ABC’s, not me.

The reality is that these devices and other technology will always be a part of this next generation’s daily life. They will be expected to use them early on, possibly as early as elementary school, and isn’t it our job as parents to be preparing our children for the real world?

While I can’t say I agree with ditching books in favor of the iPad, or introducing babies to them before they can hold their heads up, this study certainly creates a debate around the possible benefits of exposure to these devices at a young age.

Tell us what you think…should babies be using tablets?

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