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Tag: LinkedIn

Staying on Top in 2021: PR Trends

Staying on Top in 2021: PR Trends

February 1, 2021January 31, 2023 Clairemont InternBlog, Public Relations, Raleigh PR Agency2021, artificial intelligence, diversity and inclusion, LinkedIn, Media, online, 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 Stellar Social Media Resources

4 Stellar Social Media Resources

January 4, 2021January 31, 2023 Clairemont InternBlog, Marketing, Social Media + Influencer EngagementFacebook marketing, LinkedIn, social media marketing, social media strategy, Tik Tok

The numbers don’t lie. Social media is everywhere — used daily for news, entertainment, socialization and, you guessed it, marketing. 

Nearly 50 percent of the world’s population utilizes a social media platform. That’s approximately 3 billion people. What’s more, most people spend more than two hours a day scrolling through their social feeds. 

Brands and businesses have successfully capitalized on this massive marketing opportunity. Thirty-seven percent of consumers find purchase inspiration through something they’ve seen on social media, and 71 percent who have had a positive online brand interaction are likely to recommend the product to others. 

Top 4 Clairemont Social Media Resources

With this enticing information in mind, utilize some of our social media secrets + a sprinkle of your own creativity for a strong marketing recipe.

3 New Hacks for Social Storytelling

In need of top-notch tips to invigorate your Instagram? These small changes can make big improvements to your social media strategy. 

Beef Up Your Video Power

Video content combined with savvy strategy and terrific tools: it’s a game-changer. 

The Social Race: Paid vs. Organic Exposure

Discovering the best way to lock in exposure can get complicated. Utilize these strategies to leverage the benefits of both paid and organic exposure. 

Making the Most of Your Hashtags

If you’re ready to up your hashtag game, employ this tool for #BigResults. 

Want more? Check out our take on TikTok!

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LinkedIn Launches New Updates

LinkedIn Launches New Updates

September 25, 2020January 31, 2023 Clairemont InternBlog, Professional Development, Social Media + Influencer Engagement#professionaldevelopment, #socialmedia, #socialmediamarketing, LinkedIn

What is life without constant change, and what is social media without its constant revamps? LinkedIn has just announced a new assortment of changes coming over the next quarter to the business connections site. 

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LinkedIn Stories

Starting with Snapchat and moving to Facebook and Instagram, the 24-hour disappearing stories trend has spread to LinkedIn. While its predecessors’ concept of stories has been casual peeks into users’ everyday lives, LinkedIn is adding a professional spin. Amidst the “new normal” of the COVID-19 world, people miss the everyday interactions at the office and small talk with co-workers at the coffee station. LinkedIn’s stories provide a different means of personalized engagements to its users. 

According to LinkedIn’s Head of Consumer Products, Pete Davies, “(Stories) spread for a good reason: they offer a lightweight, fun way to share an update without it having to be perfect or attached to your profile forever.”

Here’s how you can harness the positive potential of LinkedIn’s stories on your profile.

  1. Share quick customer and client testimonials.
  2. Post valuable Q&As with experts in your field or leaders in your organization. 
  3. Give a sneak peek into your professional life and highlight your skills and strengths.
  4. Watch your connections’ stories and engage with them.

Video Meetings

This addition is “classic 2020,” right? LinkedIn’s video update allows messenger chatting to easily switch over to a video call through Zoom, Microsoft Teams or Verizon BlueJeans. With this update, it is more vital than ever to ensure “video readiness” at the drop of a hat. 

A Simple and Sleek Site Look

The latest version of LinkedIn will be all about community and engagement. The new site design will reflect this sentiment with an efficient and streamlined appearance that makes it easy for users to find the functions they need. LinkedIn’s goal with this new design is to create a sense of belonging through its site experience. 

Searching has been simplified, too. Users will be able to seek groups, content and events, along with the original search of people and jobs. 

LinkedIn is known throughout the business world as an effective virtual tool that can be channeled to build a personal brand, engage with other professionals and seek career opportunities. This array of fresh components will continue to enhance the power of professional connection — virtually. 

Want to “connect” with more professional development tips? Check out the Professional Development section of our blog!


By Clairemont intern Anna Beth Adcock, a senior at NC State.

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Professional Growth From Home

Professional Growth From Home

August 12, 2020January 31, 2023 Clairemont InternBlog, Professional Development, Public Relationshow to work from home, LinkedIn, Online Learning, online tools, personal brand, professional development, reading

I’ve always had an exceedingly long list of new skills I’ve wanted to learn, books I’ve been meaning to read and writing pieces that I’ve had every purpose of finishing. More often than not, many of these well-meaning goals have never left the ground, either because I could never find enough free time or because I had no idea where to start.

Over the past few months, I’ve discovered that continuing to learn and grow can happen anytime, especially when you might be finding yourself at home with a bit of cabin fever. If you’ve had an irresistible itch to try something new, you’re in luck! With the worldwide web at our fingertips and plenty of untapped resources, time on our hands can open up the doors for growth – even if it’s when you’re plopped on the couch in your favorite yoga pants. 

Here are a few ways to get started: 

Take an Online Course

Whether you’ve always dreamed of being a whiz at coding or you’re seeking to learn a new skill, there’s an online class for that. As an aspiring full-time writer, I’ve found myself popping over to the plethora of related courses available on LinkedIn Learning more than once. SkillPop is also a fantastic resource for a wide variety of interesting and inexpensive classes. Intriguing subjects like podcasting essentials and Crayola calligraphy? Sign me up!

Master an Online Tool

Amidst the Zoom meetings and “work from your laptop” atmosphere of 2020, mastering online tools can spruce up your resume no matter your field. Canva, Google Analytics and Instagram Analytics are a few kick-off points to start fine tuning essential workplace skills. Canva offers its own courses on how to utilize tools for social media, workplace presentations and websites. Looking for more? LinkedIn Learning is a hotspot for courses on everything from Microsoft Word to Photoshop. 

Read a Book

While this might be one of the oldest tricks in the book (See what I did there?), there’s a reason why reading is a tried-and-true method of self-improvement or education on just about any subject. Want to learn a new language? Dive into the world of analytics? Develop yourself in your chosen craft? There are probably several books about it. 

Even if you’re simply seeking a thrilling page-turner or light-hearted beach read, studies show that reading consistently not only gets your brain’s creative juices flowing but also reduces stress and increases awareness of others’ feelings. That’s the good news you might have needed to hear today; rereading the Harry Potter series would be good for your health. Whether you’re reading for pleasure or immersing yourself in a nonfiction manual, diving into a book is both a fun and productive time investment. 

With apps like Hoopla, books, podcasts and audiobooks are free and abundant. Leafing around for more options? Here are a few resources for endless online book access without even having to step foot into the library.

Hone Your Personal Brand

The ability to tangibly define your goals and the steps you’re taking to reach them is valuable no matter what your career or life stage. These goals, career choices and skills all form your personal brand. Intentionally built or not, we all have one. As Jeff Bezos, founder of Amazon, said, “Your brand is what people say about you when you’re not in the room.” 

Take the time to identify what messages you are emulating and what you hope to emulate to those around you. Consider these questions:

→ What are my strengths? How do I want to use them to make my impression?

→ Which characteristics make me one-of-a-kind?

→ Who is my target audience?

→ What is my career goal?

→ What brings me joy?

For more detailed tips and tricks on developing your personal brand, give this insightful article a look or check out Clairemont’s personal branding guide.

On the hunt for more professional info? Check out the Interview Tips section of our blog.

By Clairemont intern Anna Beth Adcock, a rising senior at NC State.

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Use LinkedIn Company Pages for Growth

Use LinkedIn Company Pages for Growth

August 6, 2020January 31, 2023 Cherith AndesBlog, Professional Development, Social Media + Influencer EngagementBusiness Development, LinkedIn, Linkedin Business Page, LinkedIn Networking, social media strategy

During our current work-from-home culture, online connections have become a vital lifeline for business growth — especially on platforms like LinkedIn. LinkedIn provides a hub for conversation, idea sharing and community in a time when in-person events are not always possible.

More than ever, now is the time for businesses to leverage their LinkedIn Company Pages to cultivate connections and foster business growth.

Why LinkedIn for Business Development?

The stats are quite compelling.

  • LinkedIn has 675 million users and gains two new members each second.
  • 63 million users are in decision-making positions, and 90 million are senior-level influencers.
  • LinkedIn is the top channel B2B marketers use to distribute content.
  • LinkedIn has 17 million opinion leaders and 10 million C-level executives.
  • Users are seeking professional and industry connections. Professional content gets 15 times more impressions than job postings.
  • More than 50 percent of all social traffic to B2B websites and blogs comes from LinkedIn.

In short, LinkedIn is a hotbed for industry connections and partners, especially those in decision-making roles.

Naturally, your LinkedIn Company Page serves as a springboard to showcase what you do, who you do it for and the results you get. It makes sense that you should maximize this channel to grow and connect with your target audience.

Grow Your Audience

Beyond organic growth, you can leverage LinkedIn’s features to cultivate and build your audience. First, invite your own connections to follow your LinkedIn company page through the Invite Connections feature. You can invite up to 50 people each day, an easy and effective way to remind your contacts where you work and what you do.

Invite your employee base to follow the page through company emails, direct messages and personal asks. Alert your employees to your most important posts through the Notify Employees of Updates functionality at least once a week. This increases engagement, triggers LinkedIn’s content algorithm and in turn surfaces your post to the top of the newsfeed for further engagement.

Host Virtual Events

One of LinkedIn’s newer features allows you to host virtual events, such as networking and sales/marketing seminars as well as webinars and e-trainings. Event organizers and attendees can send invitations to connections, and much like Facebook, you can monitor the details and converse on the event’s newsfeed. Host trainings, free seminars and virtual coffee chats in lieu of those you might have done in person.

Create Connect-Worthy Content

Maximizing your page’s newsfeed to foster connection requires a blend of traditional marketing knowledge and real-time flexibility.

1. Know Your Audience. Nothing has changed with this ground rule. To explore your page’s follower demographics, leverage LinkedIn’s Follower analytics tool that provides a breakdown by location, job function, seniority, industry and company size. Competitor audits can also provide helpful insights into content that has performed well for companies in a similar industry space.

2. Identity Your Audience’s Top Needs. In 2020’s shifting landscape, change seems to be the only constant. Use this time to provide support for your audience and offer generous, authentic solutions in any way you possibly can. Offer resources that are highly educational but low-pressure for the consumer, like free e-books, instructional videos and webinars. More than usual, prove your value and position yourself as a go-to resource, which can pay off later.

3. Pinpoint Content That Builds Your List. For higher engagement, aim to showcase visual media, such as photos and videos. According to LinkedIn itself, videos get five times more engagement, and native LinkedIn video entails an added bonus as they autoplay in members’ newsfeeds.

Things to share? Company news, staff spotlights, behind-the-scenes peeks, how-to videos or product launches. You can also link to your e-books online and prompt followers to provide an email address prior to downloading, adding subscribers to your newsletter list. Check out additional tips to maximize LinkedIn’s content algorithm.

4. Make It Manageable. Create a sustainable content calendar and utilize scheduling tools, such as Hootsuite, Sprout or Sprinklr. This will minimize the last-minute content crunch and posting fatigue. It also allows you to ensure a strong mix of high-performing content and media types.

5. Follow Up. If you see the same followers engaging with your posts, drop them a line to begin a personal conversation. Forge warmer connections by asking to learn more about what they do and what their most pressing needs are in the industry. This jumpstarts the conversation for future collaborations. In addition, you can create a rotating panel of brand ambassadors to discuss industry trends and foster relationships for future partnerships.

With its continuing evolution, LinkedIn is still leading the pack as one of our strongest virtual networking tools. Don’t miss out on these gains!

Learn how to strengthen
your personal LinkedIn presence!

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We are so excited to share that Clairemont earned We are so excited to share that Clairemont earned eight awards, five gold🥇and three silver🥈, at this year's Sir Walter Raleigh Awards hosted by the Raleigh Public Relations Society!🎉 We are beyond grateful to work with so many amazing partners, clients and industry friends!
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