Tag: PR

Clairemont’s First Creative Challenge

Dana PhelpsBlog, Professional Development, Raleigh PR Agency, , , 1 Comment on Clairemont’s First Creative Challenge

This technically isn’t the first time Clairemont team members have participated in a Clairemont Creative Challenge, but it is the first time we’re going public with one. Oh, there was the time when Clairemonters frantically scrambled to be the first to get the word moxy approved in client copy and the time we had to write hundreds of words about a client’s beach-inspired furniture collection without using the terms beach, coastal, seaside or shore. Who could forget the day that $500 in cash showed up in the middle of our conference table as a prize?

But this Clairemont Creative Challenge is the most exciting yet. Why? It involves many of the components that as creative PR people, we at Clairemont pride ourselves on offering to our clients each day – all through an imaginative lens. Creative writing. Editing. Tapping into your imagination. Teamwork. Time management. Social media. Maybe even stepping outside of the comfort zone. In this case, it also meant trusting “the boss” for what might have seemed like a wacky assignment.

Next week, you’ll see three very different stories posted on our blog that were all inspired by the same photograph. We want to know which one is your favorite. On Thursday, June 12 after all the stories have been posted, voting will open. Please leave the word “vote” in the comments section of the story you like the best. Only one vote per person per story will be counted. Since social media is an important part of this challenge, please also feel free to share the story on your social channels so that its writer has an increased chance of winning our Clairemont Creative Challenge grand prize.

Thanks to our team members who participated in this challenge. I appreciate that you trust that I will never ask you to spend time on something that doesn’t have a point. I’m a big fan of fun. I’m not a big fan of forced fun. (Because that typically really isn’t fun.) I love that we are a team that can combine fun with professional development (such as this assignment), achieving client successes and serving our community. Keep up the great work! I really like y’all. A lot.

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What does a PR Agency Do? Ribbon Cutting Case Study

Margot HorganAwards, Blog, Case Studies, Real Estate PR, , , , , , ,

People commonly ask us what a PR agency does. We thought one of the best ways to answer that question would be to share case studies of campaigns that have been recognized at the North Carolina chapter of the Public Relations Society of America’s (NCPRSA) InSpire Awards. Over the past three years, Clairemont has won 75 industry awards including this InSpire Award-winning campaign.

Client: LStar Management

Situation Analysis: When the original developer of Edenmoor went bankrupt, it left behind an unfinished master-planned community. With 68 families living there, but no developer to finish the construction or maintain what had been built, roads began to collapse, the clubhouse was vandalized and residents grew concerned about the increasing safety hazards.

The demise of Edenmoor was widely reported in local media. The extent of the negative coverage was reason for concern when new developer, LStar Management, purchased the community. Could LStar overcome the stigmas associated with the neighborhood brought on by its predecessor, convince media that the company had the expertise and financial backing to turn around this failed community and attract builders to start constructing homes again? With the new ownership going into effect in October, LStar turned to Clairemont for help in securing neutral to positive media coverage and improving the perception of the community by the end of the year, allowing for less than three months to make progress.

Objectives: Based on extensive primary and secondary research and a timeframe of less than three months, our objectives were very straightforward, as follows:

1. Build an arsenal of communications materials prior to the property acquisition announcement.

2. Secure at least five neutral or positive news articles by year’s end.

3. Establish a social media presence prior to a mid-December ribbon-cutting ceremony.

4. Recruit 10 homebuilders interested in buying and building on lots in the community.

Execution:

Communications Materials: Clairemont conducted a messaging session with the community development team in order to devise a message board to guide all communications. We also crafted a fact sheet, a Q&A document and backgrounders, as well as event and pitch-specific media kits.

Acquisition Closing Announcement: While there had been media speculation about LStar’s acquisition of Edenmoor, Clairemont advised LStar to wait until the deal closed before publicly disclosing details. Skeptical about how reporters might respond given the negative coverage we uncovered during the media audit, our pitches directly addressed their previously reported concerns. Our goal was to receive neutral and unbiased coverage. We were pleasantly surprised at the reporters’ positive reactions. Headlines told the story of the community getting a “facelift” and a “second chance” from the new owners. Our client’s favorite story referred to LStar as the white horse.

EMS Dedication + Name Change: Following on the success of our first announcement, six weeks later Clairemont helped LStar host a ribbon cutting and dedication ceremony for a new EMS station that the developer donated to the county. Once at the event, residents and media were surprised with even more news, as we unveiled the new name, Walnut Creek, and brand identity to go along with all of the improvements being made in the community. The response was overwhelmingly positive with media coverage continuing along with a transformation and renewal theme, and LStar receiving accolades at the event from residents, county officials and media for the impressive amount of progress it had made in improving the community in a short period of time.

Social Media: In order to keep residents, potential homebuyers, builders, real estate brokers and media informed about Walnut Creek, Clairemont established a Walnut Creek Facebook page and Twitter feed. Additionally, we devised a blog strategy and editorial calendar.

Evaluation:

Our results directly correlate to our objectives, as follows:

1. Build an arsenal of communications materials prior to the property acquisition announcement.

  • Clairemont created key messages, a fact sheet, backgrounders and other materials to support LStar, delivered on time prior to the closing announcement.

2. Secure at least five neutral or positive news articles by year’s end.

  • Clairemont secured 14 positive news stories between Oct. 31 and the end of 2011. By issuing our media releases on Business Wire, the two announcements also received 1,272 online views.

3. Establish a social media presence prior to a mid-December ribbon-cutting ceremony.

  • Per our client-approved timeline, Clairemont set up and launched Facebook and Twitter for Walnut Creek in conjunction with the event. A new blog was launched in January.

4. Recruit 10 homebuilders interested in buying and building on lots in the community.

  • As a result of the positive news coverage, LStar was contacted by several builders interested in constructing new homes in Walnut Creek. At the completion of this campaign, one builder had already started construction, and 14 more are undergoing LStar’s stringent homebuilder application process.

LStar recognizes that the first three months of community and public interaction under its new ownership were critical to its rebranding and reputation management efforts.

What did you think of this public relations case study? Was it helpful? We’re here to answer any questions you may have!

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(S)Amsterdam

Margot HorganBlog, Professional Development, The Clairemont Team, , , , , 2 Comments on (S)Amsterdam

Today’s blog post comes from Clairemont intern, Sam Halle, who just returned to the US after working a tradeshow in the Netherlands. Keep reading below for more details about her experience attending the largest audiovisual tradeshow in the world and traveling throughout Amsterdam.

Audiovisual innovation surrounded me – 349,409 square feet at that. Music blasted from the latest and greatest speaker systems. Scenic views flashed across various 4K and LED screens. An entire hall showcased videoconference and unified communications providers; another, digital signage; and another, staging rigs, gear and lighting. And, a record-breaking 51,003 attendees were taking note.

Just the other week, I took a break from my North Carolina life to fly to Amsterdam in the Netherlands.

Donning my title as a reporter for rAVe Publications – a digital news organization that provides coverage of the commercial and residential audiovisual trade industries via e-newsletters, blogs, video, social media and more – I was tasked with contributing to the live coverage of Integrated Systems Europe 2014 tradeshow, the now-largest AV tradeshow in the world.

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From stand setup on Sunday, to breakdown on Thursday, it was a whirlwind of a week with quite a lot to digest.

Here are my tradeshow takeaways:

Have personality and be personable: Simply put, tradeshows are exhausting. Immersed in a world where networking is king, business card exchanges can become repetitive. Accordingly, it’s important to have personality! Taking that extra moment to have a memorable conversation with someone can go a long way, and taking the time to follow up with folks in a personalized fashion can go even further. My tip? Keep a pen with you at all times to jot down need-to-know notes on the back of respective business cards.

Attitude is everything: As the tradeshow progressed – and as my swollen feet grew to hate me at an increasing rate – it was critical that I remain present in all situations and conversations. Thanks to my camp counselor days, the mantra “alive, awake, alert, enthusiastic” played in my head (I may or may not have gotten a C-level executive to sing this song with me). Remain enthusiastic and soak up as much information as you can. Stay alert and capitalize on as many moments as possible. Introduce yourself. Read product descriptions. Watch how other attendees respond to different companies. Then, do another lap around the hall to catch up with those who were otherwise occupied when you initially visited.

Take a second to breathe: Never let professional travel become a burden. Whether you are traveling to the-middle-of-nowhere, Idaho or to Amsterdam, there is always something neat and different to experience. These experiences will not only make you more interesting and easier to talk to during the many small-talk sessions, but they’ll also – more importantly – continue to color your life. So, no matter how tired you are or how much work is left to be completed, take a moment to explore. Eat a wheel of cheese or maybe a stroopwafel. Walk along the canal. Take the more-scenic taxi ride (I promise it’s worth the few euros). Talk to locals. Snap at least a few photos that scream, “I am a tourist!” And, of course, enjoy.

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Pitch Perfect

Tracy LathanBlog, Marketing, Professional Development, Public Relations, 1 Comment on Pitch Perfect

Those of us in the PR business have no doubt been asked by a client at one time or another, “How do we get more media coverage?” Unfortunately, the answer to this question is never simple since there are a lot of moving targets in terms of why some stories get covered and some do not. And, while a good story is a good story, I have found that the strength of the pitch is often the deciding factor in what ends up in the media.

Successful media pitching is an acquired skill…one that takes time, and often many failed attempts, to master. While there are always new techniques to learn and approaches to try, here are a few tips that have served me well over the years.

1.Tell a good story. Everyone loves a good story. A well told story can bring the most boring of product launches to life. Stories are personable, relatable. Here’s a great example…the goal was to help our client, C.J. Scarlet, create buzz and awareness about a new device she was bringing to market. But, it was her personal history and background that intrigued the reporter and made it an interesting story. Clayton woman’s high-tech jewelry packs crime-fighting punch.

2. Pick up the phone. With email and all the social channels readily available at our fingertips these days, it can be easy to forget to just pick up the phone. In my experience, the best media pitching successes have been when I was able to talk to a reporter live on the phone and pitch the story to them directly.

3. Think like the audience. Always think like the audience while planning your pitch. What aspect will be most relevant to them? Then, be sure to acknowledge the target audience in your pitch. For example, “I wanted to let you know of a new product that will be of interest to your readers…”

4. Tie your story to a larger trend. You will have a much better chance of getting a reporter or blogger to cover your story if you are able to connect it to a larger trend. Look for national news stories or trends and find a way to make a connection. Last year, we were introducing a revolutionary doorknob and decided to lead with the pitch of how families are very busy these days and often have their hands full, rather than focusing soley on the doorknob. Tying the doorknob pitch to a larger trend translated into prime media coverage, including this story from Handy Magazine: Become a One Trip Champ.

5. Timing is everything. This cliché could not ring more true in terms of media pitching. While we certainly can’t control a natural disaster or other emergency situation, you want to make sure there is not a big event or media story breaking when you plan to contact a reporter. It’s also important to consider time of the day and day of the week depending on who you are pitching. Which brings me to my next point…

6. Do your homework. Regardless of if you are pitching a Wall Street Journal reporter, or a local food blogger, it is critical for you to do your homework. Check out what types of stories they usually cover and read what they have covered recently before contacting them. Find out how they like to be contacted and what time of day might be best.

Like I said, media pitching is an art that takes time to master…so if you’re looking for media coverage for your business, make sure to find a PR team that is well-versed in the art of media relations. Interested in more? See our award-winning media relations for Triangle Family Services’ 10th Annual Gingerbread Benefit.

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Activating PR after the Super Bowl

Margot HorganBlog, Entry-Level PR Job, Marketing, , , , , 1 Comment on Activating PR after the Super Bowl

Today’s guest post is written by NCPRSA board member, Robert Carver.

You know the drill – create a super fantastic Doritos TV ad, send it to Doritos, get it viewed online by like a zillion people who vote for – YOU – then see your handiwork aired during the Super Bowl.  In the process, you take home a million bucks and, along with a second lucky winner, get to work on the new movie “Marvel’s The Avengers: Age of Ultron.”

Too easy.

Hold on, Mr. DeMille.  You’re not quite ready for your close-up.  Many have tried and failed to win the coveted contest – witness the WaPo blogger with the North Carolina-connected husband who’s spent countless hours and, presumably, a Doritos delivery vanload of money trying to secure his star on the cheesy snack’s walk of fame. “Crash the Super Bowl VIII” has been no different.

Now, after the zillion views and votes, “Time Machine” has won, beating out the dog-riding kid wrangler, wrongly-accused ostrich, nacho cheese-covered office guy and the – insert collective “ewwwwww!” here – finger-cleaning glory hole (one wonders what videos the producers of this one were watching during the creative process), what do the gurus at Doritos do to continue riding the bow wave of PR and marketing success?

Clearly, the Doritos brand has positioned itself as a fun American stalwart. People just like these tasty triangles and the lifestyle they represent. Though the earned media coverage enjoyed in conjunction with the Super Bowl itself will likely ebb in the days following the big game, the brand team needs to continue to capitalize on the worldwide and interactive conversation it’s started with its customers.

So, how to keep them engaged? Some possibilities in no particular order.

1. Doritos “Crash” Studio – Doritos holds another contest. To enter, you submit an entry number found on the inside of Doritos bags online at a contest web site.  Winners attend a “crash” course in video production taught by the two guys who did the online tips video. Winners also get the latest laptop outfitted with video editing software and a suitable video camera with accessories. The best student projects get posted online and voted on by like the same zillion folks and millions more of their friends with the winner winning more big bucks and having their ad air in a national campaign.

2. Cheesiest “Crash” Video – Hold, yeah, another contest. This time for the cheesiest “Crash” videos. Online voting, online conversation about, you get the picture.

3. Behind-The-Scenes at “Marvel’s The Avengers: Age of Ultron” – Follow the winners of the “Crash” contest around, maybe a live stream of some elements, with attendant online chats with the winners who relate their experiences. Post a completed behind-the-scenes video to YouTube and invite people to the conversation.

4. You at the Zoo – Since a good percentage of the finalist ads had animals in them, how about a photo contest with customers sending in pictures of themselves with animals – and, of course, Doritos.

5. “Crash” Diet – Doritos and fitness. Doritos can encourage a healthy lifestyle focused on responsible eating in a campaign to help fight obesity and its associated conditions and illnesses.

Just some thoughts. The possibilities are endless! Let the creative juices “crash” into one another and churn out the best ideas. Oh, and pop open a bag of Doritos as you enjoy the juice! If you were hired, what would you do?

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