Category: Raleigh PR Agency

MEET DEREK, OUR NEWEST MEMBER

Derek BullingtonBlog, Raleigh PR Agency, The Clairemont Team, , , , , , , , , Leave a Comment on MEET DEREK, OUR NEWEST MEMBER

For the past three years, I have been a Clairemont Communications client while working with the International Association of Fire Chiefs on the volunteer firefighters campaign for the state of North Carolina. The Clairemont team made us feel like we were their only client. They were going above and beyond on our deliverables. No matter how hard it was to rein in all our crazy ideas. The excitement and eagerness to support the client always impressed me.

Client

During my time as a Clairemont client, I formed a very close bond with the team. I started to really enjoy learning the ins and outs of public relations. A seed was planted in the back of my mind that this would be a great career fit for me. Something I would truly enjoy doing. I also started to see how my background in art and my career in the non-profit sector for 11 years prepared me to work in PR.

If I learned anything in art school, it was to embrace my creative side and to be flexible in the work I do. Creativity and flexibility are important skills in PR. You need to be able to pitch innovative ideas and ready to change directions if they do not work. I had also gained a basic skill set that would be valuable in the PR industry. Writing press releases and building relationships with a variety of companies and individuals throughout my career in non-profits set me up for a career in PR. As my luck would have it, a position opened with the Clairemont team, and I immediately jumped at the opportunity to apply.

Client to employee

After participating in a thorough interview process and the anticipation of a job offer, I was getting ready to switch careers and move down to Raleigh! I am so excited to be here and to learn under Dana and her team! Not only do I get to work with an amazing group, but I get to use the creativity that has been dormant for so long while working a typical desk job. Only 10 weeks into the job and I am already back to creating art in my spare time. This is something that I haven’t done in several years. I think my parents would be glad that I’m finally putting my college degree to good use by carrying that artistic spark over to my work with Clairemont.

My years in non-profit were not all bad, quite the opposite. During this time I worked for some of the top medical societies, the YMCA, Travelers Insurance and the IAFC. I broke out of my introverted bubble and built relationships with diverse groups. I worked with the top pharmaceutical companies and medical research institutions, at-risk youth, did fundraising and helped recruit and retain volunteer firefighters nationwide. While I enjoyed my work in non-profit organizations and collected an amazing amount of knowledge and skills, I am ready to see what I can bring to Clairemont.

Settling in to Raleigh

My career has taken me from Washington D.C. to Tucson, AZ, out to Minneapolis and Northern Virginia. I have experienced some of the hottest and coldest weather the U.S. has to offer. It seems like Raleigh will be a good mix (but the humidity!) and I’m thrilled to settle here. I have enjoyed exploring an amazing city that seems to not stop growing and diversifying. Some of the best food and drinks I have ever had, have been here in Raleigh. I have joined group cycling rides and explored the many parks and festivals Raleigh has to offer. In Raleigh, I believe I have found my new home away from home and look forward to continued amazement with this area. I’m excited to make new memories and reach the next level of my career here at Clairemont Communications.

You can follow Derek on Instagram @DerekBullington

 

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Staying on Top in 2021: PR Trends

Clairemont InternBlog, Public Relations, Raleigh PR Agency, , , , , , , Leave a Comment on Staying on Top in 2021: PR Trends

This time last year, no one anticipated the economic and social disruption that would be caused by the COVID-19 pandemic. Nor could we have predicted the months of social and professional acclimating that lay ahead — wearing masks in public, distancing from loved ones and friends, and working from home.

As we approach the one-year “anniversary” of when our lives turned upside down, it remains difficult to imagine what this year will hold. Luckily, public relations is all about identifying creative and strategic ways to come out on top — even in the toughest of situations. While we don’t have a crystal ball (otherwise we’d be able to tell you when this whole thing would be over … ), we are keeping a close eye on the following PR trends that we think will emerge in 2021.

Artificial intelligence (AI) will take a front seat.

The new relationship between humans and intelligent machines is enabling PR professionals to create data-driven campaigns, automate repetition-based tasks, analyze online conversations, predict a crisis and even produce personalized content. AI offers brands an unprecedented ability to increase revenue and reduce costs through more intelligent automation and machine-powered predictions. That’s why McKinsey predicts AI will create up to $2.6 trillion in business value in marketing and sales alone.

New communication channels are here to stay (and will continue to grow!).

The heightened use of software like Microsoft Teams, Zoom and Slack is a rising tide that can’t be turned. From broadcast news to press conferences, the pandemic has forced all organizations to consider other ways to connect with stakeholders. What was once unconventional is now less expensive, less taxing and helps brands connect with an audience like never before. In 2021, PR and marketing collateral with virtual and digital elements will have even more reach and engagement.

2021 will be a new era for accountability.

For all the talk around issues like diversity, equity and inclusion (DEI) in 2020, this year will be a time for action to speak louder than words. For example, Forbes offers a list of six DEI resolutions that companies should focus on in order to thrive in 2021 and beyond. There’s no “one size fits all” strategy, but there are innumerable DEI lessons that 2020 showed us and that companies must commit to in order to be sustainable. This year, try making a commitment to donate a percentage of revenue to organizations that support the inclusion of underrepresented groups or to diversify the workplace. Actions will speak louder than words!

Earned, paid, social and owned media will continue to integrate.

Gone are the days where we had three teams in their own silos: advertising, public relations and marketing. The pandemic fully reinforced the intersection of these disciplines and today is about integrating paid, earned, shared and owned media because it is true what they say … three heads are better than one. When the PESO Model is working at its best, it can help you establish authority. This is your industry golden ticket. 

LinkedIn will take center stage.

2020 became one of the most fruitful years for LinkedIn. The platform rolled out LinkedIn Live, Events, Polls and Stories. This year will become the year when marketers get a hold of all these different tools and explore LinkedIn opportunities in a new way. To implement these features into your PR strategy, focus on encouraging conversation with your followers. Create polls that your audience will want to vote on, ask irresistible open-ended questions in updates, share candid photos from your workday in stories, or post about celebrating career milestones.

We’re excited to see how the industry will evolve this year, and we hope you are too. Let us know your 2021 prediction in the comments!

Curious about what was in vogue last year? Check out our blog reflecting on the biggest trends of 2020.

By Clairemont intern Maia Guterbock, a senior at UNC-Chapel Hill.

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4 Tips for News Coverage

Cherith AndesBlog, Public Relations, Raleigh PR Agency, , , , , Leave a Comment on 4 Tips for News Coverage

Leads. Newsworthy stories. Relationships with reporters.

Clairemont is known for its successful media relations campaigns that secure effective, targeted coverage for our clients. We’re sharing a few resources from our mastery on what gets attention and how to make the news.

(And once you’re ready to get your news covered, we’re here for a consult!)

4 Pertinent Pitching and Publication Tips

Oh, do we have good news for you! Here are four fundamental resources to help you perfect your performance in all things press-related.

Pitch Perfect

On-point pitching is a skill that takes practice and persistence to master. Check out these basics to perfect the pitching process. 

6 Ways To Ruin Your News

Position you and your agency for success by avoiding these six simple missteps. 

On the Record: Relevant Releases

Relationships with reporters and meaningful pitches are necessary to create releases that stay out of the trash bin. Develop vital pitches that impress publications. 

Before You Begin …

Critical thinking and thoughtful planning are a huge part of working with the media. Consider these questions before you begin writing your next release. 

Want to see these strategies in action? 

Drop us a line!

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Real Estate Trends & Your Marketing

Cherith AndesBlog, Raleigh PR Agency, Real Estate PR, , , , Leave a Comment on Real Estate Trends & Your Marketing

This year’s shift in social norms has shaped real estate growth, from the role of the home in daily life to how we think about retail developments. Nothing has remained untouched, and today’s fledgling trends will dictate next year’s trajectory.

We connected with industry leaders to get a peek at what’s ahead for real estate — and how it impacts your marketing and PR efforts.

Commercial Real Estate
Driven by Connection and Experience

While health and safety remain a preeminent concern, buyers still crave the connection of in-person interactions. Yes, the uptick in virtual offerings amidst COVID now affords people access to new activities – like a zoo tour online. But real estate leaders are seeing that there is no substitute for personal experiences.

Jim McMillan, principal at Edinburgh Development, underscored the importance of creating an “Amazon-proof” product — an experience people can’t buy online.

“We’re seeing that people still want to get out and see other people, even if from a safe distance,” said Jim. “So we concentrate on crafting experiential, service-related destinations with a hefty dose of outdoor options and open space.”

For example, Jim’s team is developing Treelight Square, the dining and retail district at Wendell Falls, a Clairemont client. Jim’s team is incorporating elements such as a rotating mural station featuring local artists. Outdoor dining takes precedence, as does more expansive walkways and trail-esque systems.

Image Credit: Finley Design Architecture and Interiors

Jodi Leidolf, project director with Montgomery Development, has been helping to reimagine commercial construction in response to COVID. Retail bays now entail more floorpan flexibility, allowing features like walk-up windows and extended personal space for customers. Rather than ditching community activities, like the arts, commercial developers are creating outdoor cinemas to anchor mixed-use spaces.

And surprising tech is evolving to mimic human interaction. How might you feel about a hologram attendant taking your tickets for the outdoor concert? “People crave the efficiency, walkability and the energy that connection provides,” said Jodi.

“The Triangle market is an institutional market now, with big developers from all over the country coming here to develop,” said Lee Norris of Greymont Development. “The predominant view is that it takes 18 months for a commercial project to be entitled and ready to go. Many people hope that 18 months from now COVID might have abated or have a vaccine, so development is not slowing.”

Office Space
Reimagining Cubical Life

As companies have instituted work-from-home policies, office space development has slowed — especially for projects in the early phases. But this isn’t a permanent halt. According to Garretson Browne, a project manager in real estate development, office spaces are evolving but alive.

“Things are still largely optimistic in real estate development,” said Garretson. “Office space construction might look different for awhile, but ultimately, companies still benefit from offices since it showcases their culture — something that isn’t the same from home.”

Office space developers are focusing on healthy-living features, like HVAC and mechanical systems that reduce microbial exposure and increase fresh air circulation. Touch-less elevators are becoming a mainstay. Office furniture manufacturers are exploring refined cubicles with options like closing glass doors and dividers. While construction has slowed in the arena, Garretson believes that we haven’t seen the last of office or co-working development.

Residential Real Estate
Flexible, Efficient and Connected

Residential real estate seems to be the bright spot in today’s industry.

With an emphasis on the home, buyers are evaluating their spaces, craving flexible houses that accommodate office life, school life and home life. Many are reconsidering their current homes and finding them coming up short. Bolstered by low mortgage rates, the market is witnessing a rise in new home sales — much of which is in suburban master-planned communities.

Image Credit: Wendell Falls by Newland

Wendell Falls, one of the largest master-planned communities in the Triangle and a Clairemont client, is exceeding sales goals and witnessing a banner year in growth. Buyers are craving more nooks and crannies rather than the previously popular open floor plans. Closets are evolving into podcast studios or video conference rooms. Patios and porches afford people neighborly interaction from a safe distance — all of which Wendell Falls provides.

Outdoor amenities are key selling points as well. Trails, spacious parks with fresh air and shade, and pools afford residents opportunities for fitness and connection. Wendell Falls, for example, touts an outdoor fit pod along with a bevy of parks and miles of trails.

Mike Scisciani, regional vice president of operations at Landeavor, noted the importance of digital marketing, social media marketing, online concierges and virtual tours in lieu of foot traffic.

“Teams have to be more creative to showcase the lifestyle component of master-planned communities in a time when people won’t necessarily come on-site,” said Mike. “Pictures, videos, virtual tours and thoughtful and constant contact have become cornerstone marketing tactics.”

What does this mean for marketing?

A lot. Something that isn’t going away is the critical importance of connectivity. While it might look different than on-site events, buyers still need to experience the lifestyle of a community or retail center. Creative virtual reality experiences, new uses of drone footage and hologram concierges are just a few applications for digital media to bridge this gap. Now more than ever, prospective buyers expect real-time digital support and easy access to 360-degree immersive tours.

In addition, real estate teams should showcase their project’s health and safety features to build peace of mind with potential clients. Hone ways to share the lifestyle elements of your residential or commercial development through retail spotlights, online events or interactive video community events. And above all, remain flexible and supportive with your customer in mind.

At Clairemont Communications, we craft creative, effective marketing and PR campaigns that make a difference for real estate clients.

Drop us a line to discuss opportunities for your company!

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COVID Coping: You Get What You Get

Dana PhelpsBlog, Raleigh PR Agency, The Clairemont TeamLeave a Comment on COVID Coping: You Get What You Get

A personal essay

The first time I visited Asheville, my host recommended a cafe that had quickly become a local favorite. She described the food, the chefs and even the decor. Almost as an afterthought, she said, “Now, listen. They sometimes get things confused, so you might not get what you ordered. My advice is to just eat what is put in front of you, because I promise it will be good.”

Similarly, when visiting San Francisco, a friend recommended a family-owned restaurant in Chinatown. When I asked what menu items he thought I’d like, he smiled and gave a little shrug. “They’ll probably tell you what you’re going to have,” he said, “And don’t try to argue.”

I’m reminded of these experiences as I have become a customer of online grocery and delivery services. In early March after traveling for a week, I developed a respiratory illness with a high fever, just as our country was starting to realize that the coronavirus was no longer a problem that existed only abroad. Without the availability of a COVID-19 test for a couple of weeks, I stayed home and away from people. This was before we were using words like quarantine and isolation. But it wouldn’t be long.

This was also when online grocery shopping was at its best. Oh how I loved the pre-COVID Whole Foods delivery through Amazon. I picked my items online and in just a few short hours, those EXACT items were delivered to my doorstep. It was beautiful.

As more area companies moved their employees to working from home and the phrase social distancing began rolling off our tongues as frequently now as the terms quarantine and self-isolation, lockdown rumors started. People became fearful and panic shopping ensued. Due to a lack of inventory, I could no longer place my grocery order on Amazon.

I turned to InstaCart, and soon I learned about the world of substitutions and limited delivery times. But hallelujah, I was able to get groceries, albeit now days later. I eagerly awaited my first delivery only to learn, much like all aspects of life, things had changed dramatically in an incredibly short amount of time. I didn’t get all my items. In some cases, I got everything I needed for the meal except for the main ingredient. And once, I got ONE, small, random red potato. Which put to rest my plans for cooking a mess of green beans with bacon and potatoes.

Let’s stop right here so that I can pull out one of my all-time favorite mom phrases: You get what you get, and you don’t throw a fit.

Has there ever been a time that those words were more true? Now is the time to stop and count our blessings. We no longer find comfort in a daily routine of going to an office and sharing physical space with our colleagues. But we adapt. Look at how we already have! Zoom and other online collaboration software companies have dramatically spiked in users in just a couple of weeks. We find a way. We make it happen.

Yesterday I got bored bumping around between my furniture as if my house is a living pinball game. I took a break in my front yard. As I was yelling across the street to my neighbor in a friendly conversation, he lamented the loss of televised sports. Not being a sports fan or much of a TV person, it hadn’t occurred to me how disappointing that could be. But alas, he has Tiger King.

Lost play dates and canceled school activities make way for family game night and Monopoly marathons. Indefinitely postponed first dates create opportunities for perfectly grown adults to talk on the phone for hours, just like teenagers. At least those of my generation.

You get what you get, and you don’t throw a fit.

Last night I cooked a sirloin steak (that was the replacement item for the roast I attempted to order online) along with brussel sprouts. My plate felt incomplete. Then I remembered that lonely little red potato. It was delicious.

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