Tag: Public Relations

Dazzle Before Distraction

Clairemont InternBlog, Marketing, Social Media + Influencer Engagement, , , , , , ,

In an oft-quoted 2015 study, Microsoft revealed that the human attention span is now shorter than that of a goldfish. The small creature can remain focused for approximately nine seconds, while the average person stays focused for only eight. Public relations professionals must adapt to the changing media environment, constantly crafting creative ways to communicate their messages. Everything from word choice to timing can make or break the efficacy of your communication.

Tips for Emails

John Edwards, marketing consultant and CEO at Hosting Facts, unveils important tips for effective email communication. He points to a USC Viterbi School of Engineering study that observed 2 million users who sent more than 16 billion emails over the course of several months. Two findings include:

  1. Send Emails in the Morning

While most professionals check email throughout the day, the highest response rate comes first thing in the morning. Send a note early to catch the reporter when she first gets to her desk.

  1. Follow Up After 48 Hours

There is a 90 percent likelihood you will get a response to your email within 48 hours. If you don’t receive one after this time frame, you may not receive a reply at all. Follow up after two days to improve your chance at an answer.

Tips for Mobile

A 2015 study released by Deloitte concluded Americans collectively check their phones 8 billion times a day, and the average person reaches for his phone 46 times daily. It is vital to adapt your PR strategies for mobile considerations.

  1. Keep Email Subject Lines to Five Words

Pierpont notes that if recipients can’t read your entire subject line on their phone, they’ll delete your message. Google’s algorithm will truncate your headlines if it is more than 65 characters and eliminate additional subheads. Keep openers, subject lines and headers brief!

  1. Add Video

Fifty-nine percent of senior executives prefer to watch video instead of reading text if presented with the option. Consider relaying information through a short, eye-catching video.

Tips for Blogs

  1. Hubspot notes that B2B firms with blogs generate 67 percent more leads per month than non-blogging firms.

Encourage clients to produce their own content. Whether it’s a feature on management, opinions about the industry or tips about work-life balance, allowing potential customers to get a behind-the-scenes peek at the company’s personality can boost the website’s reach.

  1. Keep Age in Mind

Millenials are 247 percent more likely to be influenced by blogs or social networking sites. Think closely about your client’s audience when considering which platforms to focus efforts. If the client base skews younger, for example, explore Snapchat and Instagram.

Check out other tips to master your social media in 2017!

Written by Casey Moore, senior at the University of North Carolina at Chapel Hill.

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How to Keep People Watching

Clairemont InternBlog, Marketing, Public Relations, , , , , ,

Netflix, HBO, YouTube, Amazon and more. The world of basic cable is one of the past. With the click of a button, we find ourselves diving into hours upon hours of fascinating entertainment. More than ever, people can discover television that aligns with their preferences. Don’t like “Dexter?” Try “The Crown.” If reality television is your style, perhaps subscribe to Hulu and check out exclusive interviews for “The Bachelor.” The current generation is in the “golden age of television,” and we easily reap the rewards by watching premium content with a bottle of wine and a close companion.

So, where does this leave the older, nostalgic media?

One of the staples of traditional broadcast has been late-night entertainment. With the popularity of “The Tonight Show Starring Johnny Carson,” the world entered a talk show revolution. The comedic, variety program has become a mainstay in current culture. Current hosts include Jimmy Fallon, Seth Meyers, Samantha Bee, Jimmy Kimmel, Conan O’Brien, James Corden, Stephen Colbert, Bill Maher, John Oliver and Trevor Noah. Most of these hosts deliver monologue jokes, interview guests and star in filmed sketches. With such a crowded environment, it becomes challenging to stand out from the competition.

Like public relations professionals, television teams are learning to adapt to current trends. In combination with lighter use of traditional media, shows are taking to the digital space to market and interact with viewers. As an intern and production assistant for Conan O’Brien this past year, I witnessed the way entertainment evolves constantly.

O’Brien’s team has grown to prove they are digitally savvy, incorporating Snapchat and Instagram into their daily communication. O’Brien also does YouTube exclusives, offering a chance for the younger generation to engage with his brand. Though millennials may not tune in to his Monday – Thursday show on TBS, they are more likely to watch his “Clueless Gamer” series on YouTube. To promote the live show in New York City from October 31 – November 4, “Conan” used:

  • Billboards and subway signs
  • Animated street signs
  • Snapchat filters
  • A “step-and-repeat” that was created for an Instagram background
  • Broadcast advertisements and YouTube advertisements

Though O’Brien hits middle ground when it comes to viewers on television, many of his online videos garner millions of views. Because of this success, The New York Post reported that YouTube has approached O’Brien to be the official host for their YouTube Red channel. It remains to be seen whether he will take the position. Regardless, one thing is certain. The longest tenured late-night host will be sure to mix the new and the old in a charming, hilarious way.

Looking for more adventures? Check out another Clairemont intern’s travels to Amsterdam!

 Written by Casey Moore, senior at the University of North Carolina at Chapel Hill.

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What Does A PR Agency Do? Il Palio

Sarah HattmanAwards, Blog, Case Studies, , , ,

Il Palio, Chapel Hill’s only AAA-rated Four Diamond Italian restaurant, had stood as a cultural icon for 30 years. As a proliferation of new, modern restaurants flooded the market, Il Palio launched a $1 million renovation and revamped menu crafted by its new executive chef, Teddy Diggs. Clairemont Communications led the charge to craft a comprehensive public relations strategy to win the hearts of young diners while retaining loyal customers.

Strategy 

Clairemont crafted a campaign that incorporated media relations, community events and blogger interaction. Targeting Generation Y and Millennial diners, Clairemont’s goal was to generate positive awareness and increase guest traffic.

Execution

Clairemont crafted a multi-layer strategy that provided opportunities for “sneak peeks,” customized experiences and themed reveals designed to cultivate brand ambassadors.

  • Behind the Smokescreen – Personalized Blogger Tours: Clairemont invited young community influencers and family oriented bloggers into the kitchen to get a first look at the renovated space and new menu. One millennial blogger broadcasted a cooking session with Chef Teddy on Periscope as he created her favorite Italian dish, while another mom blogger brought her two sons to bake signature cookies with him. The tours produced a flurry of coverage on social media and blogs and secured reservations at the restaurant.
  • VIP Dinners: Il Palio and Clairemont hosted eight VIP dinners for media, food and lifestyle bloggers, and community leaders to create brand ambassadors.
  • Creative Pitching: Clairemont stretched beyond traditional media pitches to craft creative, individualized story angles featuring Chef Teddy’s back-to-school lunch packing tips, tidbits about Chef Teddy’s proprietary custom-designed wood-fired grill, cutting-edge menu trends and unexpected recipes.
  • Social Media: Clairemont harnessed the visual, interactive nature of social media to provide a behind-the-scenes look at the restaurant. Content showcased elements that appeal to young diners, such as a tour of the kitchen, the communal nature of the dining room and special dishes on the menu.

 Results

Clairemont met every goal, exceeded expectations and produced the following results:

  • 17 media stories in key outlets
  • 19 food and lifestyle blogger visits
  • 40 influencers attended on-site dinners
  • Six blog posts and third-party social media posts to at least 176,000 combined followers on Twitter alone
  • 30 percent increase in guest count

Clairemont unveiled the new Il Palio and successfully positioned it as a desirable, modern dining hot spot for all ages. As a result, in December Il Palio earned a 4.5 star rating – an increase from the previous 4 stars – and glowing reviews, such as one millennial diner who said, “This was the best meal I’ve had in Chapel Hill!”

The work Clairemont Communications conducted in partnership with Il Palio earned a Silver Excellence in Total Campaign from the Raleigh Public Relations Society and a Silver Award of Excellence in Reputation/Brand Management from the North Carolina Public Relations Society of America. We are proud that this campaign represents two of the 137 awards we’ve received since starting Clairemont in 2010. To read more about the work we do with clients, please visit the case study section of our blog.

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Clairemont’s Hughens Joins NCPRSA Panel

Clairemont InternBlog, In Our Community, PR People, , , ,

From NCPRSA…

Understanding Industry Awards From Industry Experts: Learn How To Construct Award-Winning Entries in Preparation for the NCPRSA InSpire Awards!

The NCPRSA InSpire awards recognize the most outstanding public relations campaigns, programs and tactics, and the dedication and contributions of public relations and communications professionals. Whether you are part of an agency, a non-profit organization or a corporation, being recognized with an InSpire Award can help elevate your career, help improve your business and put your personal stamp on the public relations profession.

Join us Wednesday, February 15 for a panel discussion to learn pro tips from these previous award participants and winners representing a variety of industry perspectives.

Panelist Bios:

Dana Phelps Hughens
CEO, Clairemont Communications
As chief executive officer of Clairemont Communications, Dana is living her dream, backed by 20 years of experience in public relations and marketing. She leads the Clairemont team in building communications strategies that include traditional media relations, marketing communications, and social media promotions for national and international brands.

Dana’s focus on creating magical client experiences began the year she interned in guest relations at Walt Disney World and was the co-founder of a student-run public relations agency on her college campus. Prior to launching Clairemont Communications, she served as a senior vice president and global practice group co-chair of Fleishman-Hillard. In addition to her agency work, Dana has held corporate communications positions, including the role of key lieutenant to Nortel’s chief marketing officer. She was responsible for global planning and integration of all marketing functions including corporate communications, branding and advertising, employee communications, tradeshows and events.

Throughout her career, Dana has led her teams to win several industry awards including: a Public Relations Society of America (PRSA) Silver Anvil, a PRSA Silver Anvil Award of Excellence, Inspire Best in Show awards by the North Carolina PRSA chapter and several other Inspire and Raleigh Public Relations Society Sir Walter Raleigh awards.

Eva R. Hornak, APR
Communications Manager, S.T. Wooten Corporation
Eva is the first and only communications pro at S.T. Wooten, a 65-year-old construction company. She focuses on employee communications for nearly 1,000 co-workers, writing the award-winning employee magazine and several internal newsletters. She also works with the management team on a variety of corporate and executive communications, including the website, videos and presentations. After contracting with a local PR firm in 2016, Evie now oversees the company’s social media and trade media outreach as well.

Eva started her career in 2004, spending six years with Raleigh public relations agency Epley Associates, which later became The Catevo Group. Clients she served included John Deere, BB&T, Lawn Doctor, Novozymes Biologicals, Misys, MediClick and Raytheon. She next served as communications manager for the Irrigation Association, where she managed member publications and reports, media relations and member committees.

Eva earned her accreditation from the Public Relations Society of America in 2013 and is a past president of the North Carolina chapter of PRSA. She served two years as secretary of the PRSA Southeast District board and has held various board roles for the Raleigh Public Relations Society. She is a past awards chair of both NCPRSA and RPRS.

Kim Strazisar
Kim Strazisar Communications, LLC
With more than a decade of experience, Kim is dedicated to giving her clients personal, practical, and professional public relations and communications services. She specializes in working with small business and non-profit organizations, because a limited budget, full schedule, or small staff shouldn’t keep quality communication out of reach. Her passion is teaching and speaking on communications topics. Most recently she has taught branding workshops at Meredith College and started hosting communication workshops for small businesses.

Before launching Kim Strazisar Communications, LLC in September 2014, she spent six years as Communications Director of the North Carolina Nursery & Landscape Association (NCNLA); responsible for developing, coordinating, marketing and publishing all NCNLA publications and advertising, along with grant writing, and event planning and management. She also worked as an account executive at The Rossman Group (now Truscott Rossman) in Lansing, Michigan, providing public relations services for multiple clients including The Michigan Oil & Gas Association (promoting Michigan Trust Fund Sites), DTE Energy (fighting energy deregulation), and Children’s Trust Fund of Michigan (raising awareness and funds for child abuse prevention). Her work won the agency several PACE Awards from the PRSA Central Michigan Chapter, including “Best in Show” for her work for The Michigan Oil & Gas Association. She has also volunteered for previous NCPRSA Award committees.

Her communication experience all started at The Phoenix Group (now Minacs Analytics) providing market research support for automotive clients like Daimler Chrysler.

Click here to register for the event.

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VW’s #pinkbeetle Signals Change in Communications

Dana PhelpsBlog, Counselors Academy, Marketing, , , , , ,

Leading consumer public relations campaigns is fun and rewarding because I get to explore my own consumer preferences at times and devise creative concepts that reach people just like me…or people totally different from me! Sometimes, the best inspiration is an experience as a consumer that sparks an idea for one of Clairemont’s clients.

I recently bought a new car. But not just any new car. I bought a #pinkbeetle. Yes, that is the actually name of Volkswagen’s special edition VW bug sold in October in conjunction with Breast Cancer Awareness Month. I loved the company’s marketing tactics so much that I was compelled to write a column for that appeared in Tactics called VW’s #pinkbeetle Signals Change in Communications. I hope you’ll read it, and let me know if you want to take a spin!

As a member of PRSA‘s Counselors Academy executive committee, I collaborated with Tactics editor John Elsasser for part of 2015 and all of 2016 as a liaison of sorts to secure contributors for the publication’s monthly column called “Changing Times.” The column was started by Michael Herman, APR, Fellow PRSA, friend and mentor to many. There was no one better than Mike to write about changes in the public relations industry, but his only published column appeared in January 2015, the same month he unexpectedly left this world. Since then, members of PRSA’s Counselors Academy have been contributing their thoughts on the evolution of our profession.

Want to know more about Counselors Academy and its members? Read our previous posts here.

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