Tag: PR

My First 30 Days at a Raleigh PR Agency: Day 21

Margot HorganBlog, Entry-Level PR Job, Social Media + Influencer Engagement, , , , , , ,

It is as simple as this: “Storify helps its users tell stories by curating social media.” I just stumbled across the social media tool Storify, and at first, the concept didn’t seem too helpful. But, now the different possibilities for Storify seem pretty interesting. Here is an abridged version of how Storify explains its (free!) service:

Use Storify to introduce social stories.

  • Storify lets you curate social networks to build social stories, bringing together media scattered across the Web into a coherent narrative, creating a new media format that is interactive, dynamic and social.

Or, use Storify to create your own story.

  • Search for social media elements — In the Storify editor, you can search social media networks to find media elements about the topic you want to Storify. Look through Twitter, Facebook, YouTube, Flickr, Instagram and more to gather material for your stories.
  • Curate the elements — Drag and drop status updates, photos or videos to bring together the social media elements that will best illustrate your story. Your story is always editable, so you can pull in the latest from the social web.
  • Write your own narrative — A Storify story is more than just a collection of elements from social media. You can write a headline, introduction and insert text anywhere inside your story. You can add headers, hyperlinks and styled text. Build a narrative and give context to your readers.

One of the best opportunities for Storify is the ease for a story to go viral. More than just about pulling information from different social networks, Storify helps you create a story in one central place while including, quoting and linking all of the people involved, making each individual person part of something larger. Further more, these stories are easy to share and can be embedded anywhere on the web.

Check out this example of a Storify CBC News created about a Coca-Cola Hug Me vending machine. Getting a better feel for Storify now? Once you start to see the different ways to use Storify, it’s impossible to not start brainstorming different ways to use this tool for clients. CBC News did a great Storify on the Hug Me vending machine, but Storify can be just as useful for brands. Introducing a new product? Making a big announcement? Want to involve your fans and followers in a trending topic? This is the tool you need.

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My First 30 Days at a Raleigh PR Agency: Day 20

Margot HorganBlog, Entry-Level PR Job, Marketing, Social Media + Influencer Engagement, , , , , , 1 Comment on My First 30 Days at a Raleigh PR Agency: Day 20

I love Pinterest, and this infographic from a recent PR Daily article was too good not to share. Did you know that by the end of the year, Pinterest will contribute roughly 40 percent of all social media driven purchases (Facebook will control about 60 percent, and Twitter will become virtually insignificant.), or that buyers from Pinterest are 10 percent more likely to purchase and will spend, on average, 10 percent more than users from other social media sites?

With Pinterest’s popularity still on the rise, and its future still unknown (especially in regards to advertising), we are keeping a close eye on the pinning site here at Clairemont, because numbers like these are hard to ignore! This infographic from PR Daily gives a great breakdown of Pinterest’s current, and possibly future, clout, and reinforces that Pinterest really is a site to continue to watch.

 

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What Does a PR Agency Do? Community Relations Case Study

Josephine ButlerAwards, Blog, Case Studies, Marketing, Public Relations, Raleigh PR Agency, Social Media + Influencer Engagement, , , , , , , , , , , ,
ABC 11’s Angela Hampton poses with Santa Claus, himself!

People commonly ask us what a PR agency does. We thought the best way to answer that question would be to share case studies from our work that was recently recognized at the North Carolina chapter of the Public Relations Society of America’s (NCPRSA) InSpire Awards. Clairemont won 14 InSpire Awards, and we hope that this “Award Winning Wednesday” blog series will inspire you, too!

Client: Triangle Family Services, a United Way of the Greater Triangle partner agency that has been dedicated to assisting families in need for 75 years, providing programs focused on financial stability, family safety and mental health services to more than 7,000 area residents.

Objective: Provide media relations support for the Annual Gingerbread Benefit, the premier fundraising event for TFS, with the following goals in mind:

  1. Use the event to boost overall awareness of TFS and the role it plays in the community by securing local news stories
  2. Help TFS repeat revenue generation of the 2010 event, totaling $93,165 (the largest in the event’s history)
  3. Increase attendance of new donors to help address an overall challenge facing TFS – its aging donor base

Execution: In addition to providing media relations support, Clairemont team members served on the event planning committee for the Gingerbread Benefit.

  • Research: The Clairemont team researched the Gingerbread Benefits held in   previous years. We interviewed the organization’s director and event co-chairs to determine their expectations for the event. Additionally, we took a look at what other popular holiday events were going on in the Triangle around the same time. We used this information to identify what types of events would garner the most attendance and what types of auction items would secure the most interest from bidders.
  • Planning: The Clairemont team participated in monthly meetings and calls to begin planning for the event. Based on our research, we identified several target audiences, including first-time (or new) donors, as well as outlined objectives for our media relations support.
  • Execution – pre-event: Previous pitching experience, including pitching the 2010 Gingerbread Benefit, taught us that local reporters often feel overwhelmed by the number of pitches they receive surrounding holiday benefits. Because of this, we knew we had to get creative with our pitches and took the following approach:  Business angle: Any information or updates surrounding the corporate sponsors of the event, we submitted to business outlets and reporters. Business angle: Any information or updates surrounding the corporate sponsors of the event, we submitted to business outlets and reporters. Chef pitch: Because the event featured gingerbread houses created and then donated for auction by local celebrity chefs, we identified the area’s most recognized local food blog, the News & Observer’s Mouthful, as an appropriate target. With the idea in mind that building gingerbread houses offered excellent visuals, we also successfully pitched local TV stations. Attendance drivers: We submitted event information to local online event calendars. Additionally, we issued two releases on Business Wire to share with reporters and boost SEO.
  • Execution – onsite logistics: The Clairemont team provided onsite support the day of the event, with one team member serving as volunteer coordinator. Because of our strong ties to ABC 11’s Angela Hampton, the emcee for the event, the Clairemont team also served as her point of contact. Additionally, we took photographs of the gingerbread houses as they were being delivered and shared them via the Triangle Family Services Facebook page. Tagging participating vendors and chefs created last-minute buzz that enticed additional people to come to the event that evening.
  • Results: Our media relations campaign was a success! Here’s how we measured up to each of our stated objectives:
  1. Through the placement of nine news stories including interviews on ABC 11 and NBC 17, we strengthened brand recognition of TFS and the Gingerbread Benefit. Additionally, advance coverage from outlets such as Cary Magazine and Mouthful, gave the event credibility and helped increase ticket sales.
  2. Clairemont helped raise total event revenue by 3 percent from 2010 and 174 percent from 2009.
  3. Tickets purchased by new donors represented 50 percent of all ticket sales (a 20 percent increase from last year).

All in all, our efforts were a total success and helped us exceed each of our objectives. Now, we’re already kicking things into high gear to begin planning (and pitching) the organization’s 10th Annual Gingerbread Benefit and 75th anniversary! Stay tuned…

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The Dads Behind the Clairemont Team

Dana PhelpsBlog, Free Advice, The Clairemont Team, , , , , , 3 Comments on The Dads Behind the Clairemont Team

With Father’s Day approaching, things I learned from my dad that apply to my everyday life and running a PR agency have been on my mind lately. I asked the Clairemont team what lessons they had learned from their dads. Now I know one of the reasons our team is so smart — smart dads! We hope you will enjoy the stories below. Oh yeah and Dad, I love you.

Dana

I’m a coal miner’s daughter. When I was six, the best part of my day was when my dad would come from working the midnight shift, and it would be time for him to go to bed about the time my day was really getting started. I would follow him upstairs and demand a story. No story for me meant no sleep for my dad. One time my dad told me a story that was absolutely hilarious. Things got easier for him in the weeks that followed because I just wanted to hear that same story again and again. In hindsight, that was probably the only easy thing about his day. I saw my dad work a variety of different shifts over the years, and he always came home tired and dirty. If you’ve ever seen a coal miner’s hands, you know that there’s really no nail brush tough enough. He always had a get it done attitude and took pride in his work. Coal mining is not for wimps. Neither is starting a business. I’ve been called a workaholic. I’m certain that’s not always a compliment, but I associate that word with my dad. So I just smile and say thank you.

Margot

“Margot, low man wins.” I have been hearing this from my dad since my days of playing basketball in high school. While this advice directly refers to sports and getting the better, lower position for playing defense and boxing out, it really can be applied to any life situation where a little hustling and a lot of hard work pays off for you. To me, “low man wins” really means being prepared and not afraid to do the extra work to put yourself in a place where you can succeed. You can’t expect to make a great defensive play if you’re not in a great defensive position, knees bent, low to the ground, balancing your weight on your toes. It’s not the most comfortable or easiest position to be in, but it is the position where you will be the most successful. This concept of putting myself in the best position for success, even if it’s hard or uncomfortable, has carried over from sports into my day-to-day life and has helped me pass tests, finish assignments and get jobs. Thank you, Dad, for teaching me your tricks to #winning.

Emily

Like most dads, my father taught me many things growing up. House rules included don’t wake up past 10:00 a.m., always finish food before it expires and do not wait until the last minute to do your laundry. Since going to college, I have, unfortunately, abandoned many of these anthems as I am now known to sleep until noon, throw out half full gallons of milk and fail to do laundry for weeks at a time. However, one of my father’s lessons has stuck with me: honor your commitments. If I have promised someone that I will do something, I have always followed up on that promise. When I was younger, that would mean if a fun pool party was scheduled during a softball practice, I would have to skip the party due to my prior commitment to the team. Nowadays, this means if I tell a professor I will help them on a project, meet peers for a group project or pull an extra shift at work, I will be there. This mantra has helped me throughout my education, extracurricular activities, friendships and other crucial aspects of my life. A flaky student, friend and worker is going to reap what they sow; people will not trust that individual to do meaningful tasks or be there for you when you need her. My commitment to my education, internships and friendships has led me to a wonderful network of people who trust my word as I much as I trust theirs.  So thank you very much, Dad. Without you, I would not have the wonderful priorities you have instilled in me.

Josie

Never complain. Life is going to throw you lemons – a lot of them. And of course it’s up to you what you do with them (i.e. make lemonade, squeeze them, paint them gold, etc.). But no matter what it is that you decide, don’t complain. My dad has had his fair share of trials over the past 20 years, but I cannot tell you one time where I have heard him complain about his situation. I, on the other hand, can sometimes find the silliest things to complain about, and I don’t like it (see, I’m complaining already)! So I’ve made it my goal to think more like Peter, my dad, each and every day.  It’s the patient, determined and keep-calm-and-carry-on types like him that make great friends, co-workers and parents. I am so thankful to have his example in my life!

Erica

A quote that puts my father’s mouth on repeat is, “If you fail to prepare, prepare to fail.” Growing up with parents who expect 101 percent on everything made me take this quote to heart. Today, many people approach goals, tasks or even their own jobs without correctly planning ahead. In order to advance, an individual should always know the background, present information and future purpose of an assignment. Before I came into my interview with Clairemont Communications, I prepared for a successful interview by researching the company and picturing how my specialities would be a good fit. Knowing the target audience and what they expect can help in situations such as presentations, speeches or even a debate. In PR specifically, it is important to realize how the company wants to be seen in the public’s eye. The work one puts in determines the amount of exposure. However, I’m sure my technological, dorky dad was not thinking about PR when giving this piece of advice. He just meant for me to discover that success goes hand in hand with dedication. So thanks, Dad, for advice that will help me prosper in the outside world that I am now entering and the high school world I am leaving. Have a happy Fathers Day!

(Editorial note: We are certain that Erica means “dorky” in the most loving way possible.)

Tracy

I can without doubt trace my perfectionism back to my dad. Looking back on my childhood, one of my most vivid memories is my dad helping me with my homework. I can’t say it was always a pleasant experience, but certainly one that taught me the importance of getting things right. One instance in particular I remember was in middle school – I was working on an essay, probably about two or three pages hand written. My dad always read over everything very carefully and after reviewing my essay he found two or three small spelling errors. Lucky for me, this was right around the time erasable pens were introduced, so I quickly erased and corrected the words and handed the essay back to my dad. At first glance, he demanded I rewrite the entire essay. He thought erasing and rewriting the words made it look sloppy and couldn’t believe I was ready to turn in that essay. I stomped back to my room yelling, “It looks fine, why do you care so much!”

Now that I am a parent myself I understand why it was so important to him that I not turn in anything but perfection. He was teaching me that we should never settle for good enough, but that we should always put our best foot forward. He was using the everyday to teach me life lessons. That trait has stuck with me and is so much a part of the person I am today, both in my personal and professional life. Whether I am working on an event for a client, planning a dinner party, taking on a new decorating project or trying a new recipe – I obsess over details and making sure everything is just perfect. I’m sure I’ll pass along what my dad taught me, and being a communications professional, something tells me my son has a lot of rewrites in his future 🙂

Erin

The easiest answer is not always the best answer. My dad is a Consumer Reports loyalist and will not buy anything without the magazine’s professional approval. While it’s easier to run out and buy the first new semi-decent electronic device I see, it’s usually not the best value. For life in general, it can be a hard lesson but a little extra effort really pays off in the long run.

Maintain friendships for life. It’s really inspiring that my dad’s best friend to this day, Jeff, is someone he met back in Rocky Mount, NC in elementary school. Jeff is now my godfather, and their friendship has stood the test of time. My dad also has fraternity brothers, professors from Wake Forest and past business partners he still keeps in touch with. By his example, I learned the importance of creating a solid network of people who care about you and vice versa.

Learn from everyone around you. My dad has always had a curious nature that motivates me to experience new things. He recently took a digital media class and even asked me to help him with social media. (I happily obliged!) Everyone has a story and some expertise and I’ve learned from my dad to recognize that in people. Life is about constantly evolving by simply taking the time to listen and learn new things.

Ris

My dad died when I was a teenager so he wasn’t around long enough to give business advice. But he did live long enough to teach us the value of family and sticking together – in good times and bad. We had eight kids, each with different ideas and priorities. But NOTHING could come between us. As a result, good times became fantastic memories for us. Bad times were bad but couldn’t destroy us. Business is tough enough out there. Drawing close to each other and sticking together no matter what creates a real culture. A culture for success.

I honor my dad for creating the kind of culture in which I could learn that.

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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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