Tag: #publicrelations

Traits of Successful PR Communicators

Clairemont InternBlog, Professional Development, Public Relations, ,

Maybe you’re a student, a graduate fresh out of college or a practicing PR professional; whichever hat you wear, this blog is for you. It’s always good to bring things back to the basics and remind yourself how to do what you do well. Read on for a few key tricks to keep in your toolbox in order to be a successful PR communicator. 

Trait 1: Be a candid and captivating storyteller.

Everyone loves a good story, and people are willing to buy into a story if it is told candidly. Knowing how to tell your client’s story in a captivating manner is essential for generating a response to your message. By artfully presenting your message, you elevate your client to a position of authority and respect, boosting brand acceptance. As PR professionals, our job is to solve problems, and storytelling can be the means by which this is done. Find the silver lining and craft a straightforward, sincere narrative to achieve the solution.  

Trait 2: Be an audience-centered researcher.

Know your audience and how they will receive your message. In PR, we must be conscious of the various lenses through which our audience will process information. A variety of factors including age, gender and socio-economic demographic can influence these lenses. It is important to understand your audience’s experiences and then let this shape the way you work. Look for reactions and responses to similar messages and leverage these things to format your strategy.

Trait 3: Be a strategic influencer.

I may be a Gen-Z, but when I say, “Be a strategic influencer,” I don’t mean the trendy term used to describe people with thousands of Instagram followers. Consider your audience and approach, and intentionally craft your delivery to be an agent of influence for your client. Because people respond well to prominence and relevance, being a purposeful communicator is important. With this in mind, connect with your audience by channeling your strategy through notable networks, times and people.

Trait 4: Be an exceptional writer.

In PR, the trait of exceptional writing should never be overlooked or underestimated. This is how you hook your audience initially and sustain its attention. The skill of collecting and arranging words in a manner that’s catchy and clear is necessary for creating influential content. Purposeful, powerful and perfect writing can encourage people to absorb and accept the PR message you’re promoting.

Have a message you need help spreading far and wide?

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By Haylee Hicks, Clairemont Intern and junior at North Carolina State University. 

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Pitch Perfect

Kelli FletcherBlog, Professional Development, Public Relations, ,

For many in PR, pitching media is their one job. Here at Clairemont, we’re in the communications business, so we wear many hats! And one of them is indeed pitching media.

When I first started in public relations, pitching was like a weight on my shoulders. Most days I just couldn’t gear myself up for fear of rejection from media. But with plenty of practice and the right guidance, I conquered that fear and even perfected the process that best works for me. Since then, I’ve had many successes pitching media and securing stories for clients. Below are four things I’ve found that have helped perfect my pitch process.

Top Tips

  • Know your audience. First thing’s first: find the right contact. Don’t pitch fashion to a finance reporter. Use a mixture of tools and personal research to confirm the most current contacts and their beats.
  • Create a strong subject line. It’s the first thing a reporter sees when an email enters his or her inbox, so make sure yours hits the spot. Tip: Make it short and include major keywords up front.
  • Make it clear (and be concise). Get to the point – and quickly. What are you asking of the reporter? State what you are pitching and why.
  • Make it timely. Take note of what’s going on in the world and think about how it applies to your client. Using current events to your advantage can result in coverage and help position your client as an industry expert for future opportunities.

Success Stories

When the pitch is on point, the result can be, too. Take a look at the examples below of a few clients we’ve put in the spotlight through creative, timely pitch strategies:

  • Wendell Falls: To attract media to the community’s location, Clairemont ditched a standard pitch for a more playful angle, sending tangible invitations that included a “wanted” poster and a cowboy hat, which one TV reporter even sported on her station’s morning show! 
  • WGU North Carolina: To highlight a critical partnership for this client, Clairemont used a timely military angle to grab the attention of multiple reporters at TV stations in different markets.
  • Lincoln Apartments: Individualized, creative pitches piqued the interest of targeted media and secured on-site coverage at the Lincoln Apartments ribbon cutting (which was performed by a dog).
  • North Carolina Association of Fire Chiefs: The team landed a 24-minute iHeartMedia interview for several key leaders and volunteers of the NCAFC. The coverage was broadcasted across five major Triangle radio stations and helped to secure needed volunteer firefighters.

Have the perfect pitch all packaged up and ready to go? Make sure you don’t squash your chance of coverage by committing these six slapdash sins. Need help identifying and crafting the perfect pitch to tell your story?

Drop us a line!
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Lost in Translation: The Greatest Hits

Clairemont InternBlog, Marketing, Public Relations, , , ,

In 2009, HSBC Bank was ready to unveil its new “Assume Nothing” U.S. campaign overseas. The perfect slogan had been chosen, and all the campaign materials were prepped. It wasn’t until after it launched its campaign that HSBC realized it had missed one of the most crucial steps for any global campaign …

… Communication. HSBC had not considered the language differences when taking its “Assume Nothing” campaign abroad. While this tagline was strategic in the United States, the translation in many foreign countries meant “do nothing,” which had the opposite effect that HSBC desired. After the campaign backfired, the bank spent almost $10 million to re-brand and play it safe with the modified tagline, “The world’s private bank,” (a little harder to misinterpret).

person holding pens and papers

Language and word translation differences across the globe are easy to overlook yet key to consider when taking a campaign abroad. Forgetting to do your research (or lacking knowledge about the chosen country for your next campaign) could leave you with a full-blown PR crisis on your hands.

A Pregnancy Preventing Pen

The Parker pens translation blunder is one of my personal favorites. Who knew such a product existed! When Parker first entered the Latin American market and introduced its product, the pen advertisements were supposed to read: “It won’t leak in your pocket and embarrass you.” However, the company had mistakenly used the Spanish word “embarazar,” thinking it meant “to embarrass.” In reality, “embarazar” is the Spanish verb for pregnant. The translated slogan, “It won’t leak in your pocket and make you pregnant,” most definitely caught the attention of locals, but not the attention that the Parker brand had been seeking.

two black and blue click pens on white book page

Taking ‘Naked Leather’ a Little Too Literally

Another famous translation blunder occurred in Mexico in 1987. Braniff Airlines unveiled its luxurious leather seats with the slogan, “Fly in leather.” Even though the Spanish translation “Vuela en Cuero,” was technically correct, it was almost identical to the phrase “en cueros” which means “naked.” When listeners heard the ad on the television or radio, they often heard “fly naked.” We can only imagine the kind of customers that jumped to book tickets for Braniff were not the ones the airline had in mind.

For every large corporation that’s made a translation blunder, there are countless examples of small businesses that have made the same mistakes.

airplane on sky during golden hour

Potatoes Find Newfound Fame

Rumor has it that when Pope John Paul II visited Miami in 1987, t-shirts were designed to say “I saw the Pope” in Spanish for locals and tourists alike. Instead of using “el Papa” (“the Pope”), a t-shirt manufacturer mistakenly substituted it for “la Papa” (‘the potato”). Somewhere in the creation of this t-shirt idea, the concept of the Spanish gender pronoun was forgotten. While the potato industry surely saw this as a bonus, we can only imagine the Pope’s reaction to the potato connotation.

Translation critiques and language understanding are must-dos for a global campaign, but it is not always about the literal translations. Making sure your team is knowledgeable on the cultural differences around the world is also crucial.

It’s a Bird, It’s a Plane, It’s a … Peach?

One of Procter & Gamble’s biggest advertising uh-oh’s occurred in the late 1900s when the firm introduced its Pampers brand in Japan. The company used an advertisement that had resonated well with U.S. customers: an animated stork delivering Pampers diapers to a happy home.

Unfortunately, the cute commercial didn’t even come close to hitting its mark with Japanese consumers. They were confused as to why a bird was delivering diapers. Unlike Western folklore, storks are not supposed to deliver babies in Japan. If more research had been done, Procter & Gamble would’ve discovered that a 14th century fable in Japan reads that babies arrive in giant peaches, floating peacefully along rivers and streams to deserving parents. Move aside storks; peaches are in!

Time and time again, a simple lack of proper translation and research have left companies with an easily avoidable crisis. The stories are laughable years later, but doing your research could prevent you from being the next public relations professional that forgets to check the meaning of “embarazar” in Spanish.

What are your favorite translation blunders? Tell us here.

Written by Alex Davis-Isaac, a senior at UNC-Chapel Hill.

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The Evolution of the Influencer

Clairemont InternBlog, Public Relations, Social Media + Influencer Engagement, , , ,

It would be an understatement to say that a lot has changed over the past 100 years. The 1900s were certainly a productive century for us, but one thing has remained unchanged: the use of influencers and brand advocates to market products and services.

What is influencer marketing, you ask? There is not one exact definition, but influencer marketing can be described as brands utilizing influential figures to promote their product instead of doing it themselves. But to really understand the evolution of the influencer and influencer marketing, we have to throw it back … like, wayyy back.

An Old-Fashioned Influencer is Born

Welcome to the 1890s! If you’re surrounded by mauve-colored clothing and Benjamin Harrison is currently president, you’re probably in the right place. Although influencers have technically been around since the early days of the royals, it was during the 1890s when one of the longest running influencers to this day was introduced: Aunt Jemima.

As advertising slowly gravitated away from word-of-mouth recommendations to newspaper print ads and posters, the Davis Milling Company wanted a face for its brand that customers could trust. Thus, Aunt Jemima was born. When you hear “Aunt Jemima,” it’s hard not to envision the iconic cheerful woman with a welcoming smile, enticing customers to purchase the brand’s products. Although many actors have played the role of this famous influencer over the years, Aunt Jemima pancake mix and syrup remains a classic product in many homes today.

Santa Claus is Coming … to a Store Near You

As we leave the 19th century behind and head into the 1920s, one of the most well-known influencers captures the heart of millions. Coca-Cola hired artist Fred Mizen to paint the bearded, rosy-cheeked Santa Claus we have come to know today. Before Coca-Cola began using Santa for its holiday marketing, he was commonly drawn looking more like an elf than a cheery patron of joy. Coca-Cola strategically capitalized on a character that was already well-known but reshaped the public’s vision of him into one that has stuck with us to this day.

The use of brand influencers began to take off, and more companies began utilizing brand-created characters to showcase their company and products. We are introduced to more classic characters like Miss Chiquita Banana in 1944, Kellogg’s Tony the Tiger in 1952 and the General Mill’s Trix Rabbit in 1957.

The Emergence of Celebrity Endorsements

Technology continues to evolve as we reach the 1950s, and before we know it, celebrities are capable of having a more recognizable image and brand. Celebrities start becoming the token choice for influencer marketing, as made-up characters are no longer sufficient to convince a buyer to make a decision.

Celebrities like Michael Jackson, Tiger Woods and Beyoncé emerge, with their faces attached to companies and products. As the 20th century continued, it was nearly impossible to find a big name brand that wasn’t attached to a celebrity influencer in some way. Consumers wanted a glimpse into the glamorous lives that celebrities lived, and purchasing the products that their idols claimed to use or love seemed to suffice, since they couldn’t exactly buy their million-dollar mansions or try on their Gucci wardrobe.

The Rise of the Internet

The 2000s gave us a resurgence of 3D movies, Eminem and the internet. The creation of the internet unearthed new strategies for brands to affordably market products around the world. Suddenly, companies could create graphics, videos and stories online. Social media also began to emerge. Two-way communication between brands and customers changed the traditional structure of marketing and gave a voice to the general public. The early 2000s also saw the first “mommy blog” take off. These blogs had real voices from real people. Bloggers gave their audiences a fresh take on brand recommendations and started to become increasingly popular as social media became a regular part of our lives.

All is Fair in Instagram and Influencers

Today, influencer marketing is quickly becoming a primary method for marketing strategy and online purchases. It is cost-efficient and very effective when done well. With the limitless opportunities that social media and evolving technology have provided us, almost anybody can be an influencer these days. Influencers are content creators, opinion leaders and experts in their field, who sell their reach and content on social media platforms to brands.

In fact, brands are starting to understand that leveraging micro-influencers (with a smaller but more loyal fan base) and everyday brand advocates in their marketing strategy can provide stronger results than spending an entire budget on a single celebrity. Without a doubt, 2019 is going to see the influencer continue to grow and evolve. Our team at Clairemont can’t wait to see what’s next.

If you want to learn more about how you can utilize influencer marketing for your business, check out our blog post on steps to a successful influencer campaign here.

Written by Alex Davis-Isaac, senior at UNC-Chapel Hill.

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3 PR Lessons from Katelyn Ohashi’s Perfect 10

Clairemont InternBlog, Professional Development, Public Relations, , , ,

If you haven’t already seen the viral gymnastics routine that has taken social media by storm, it is definitely worth a watch! You can check out UCLA gymnast Katelyn Ohashi’s perfect 10 routine here, as she leaves the judges and audiences in awe.

So how does a flawless floor routine translate into the world of public relations? In more ways than one!

Photo by Richard Quinton/UCLA

1. Katelyn Ohashi teaches us the importance of adding your own personal style and creativity into every floor routine (and PR campaign) you approach. She wins over the crowd with her beaming smile and signature dance moves throughout her routine. As you get ready to build your brand, think about how you can add some extra special flare that is outside the box. What makes your brand or idea stand out? While Ohashi has some jaw-dropping combinations of tumbling in her routine, it is her extra touch of personality that really wins the audience over. Just like with a brand or a PR strategy, it is truly in the details!

2. Katelyn Ohashi is a talented gymnast, but she has also experienced something that everyone has as some point: burnout. She was once an Olympic-track gymnast with dreams of representing Team USA. She ended up leaving that trajectory to pursue a more suitable lifestyle and a gymnastics career at UCLA. While she might have left her Olympic dreams behind, she is anything but ordinary. Ohashi shows us that even if your first plan or strategy does not work out, that does not mean you have to settle for less. Always be on the lookout for a fresh and creative approach, whether it is for your own brand, one of your clients or a campaign you are trying to create. Just because you choose a different way, doesn’t mean it is the wrong way.

3. Just like gymnastics, public relations is a field where presentation is everything. You can have a great idea, but if you can’t present it in a way that hooks your audience, it is going to fall short. From the moment she steps onto the floor, Ohashi has everyone’s attention. Her radiant smile and strategic presentation strengthen her routine that much more. Gymnasts train for years to perfect their landings and the positioning of their legs on the floor and uneven bars, just like public relations professionals search for hours for the perfect word choice and slogan to lead their campaign.

Katelyn Ohashi might have won over the hearts of America with her flawless floor routine, but she won me over with the PR skills she doesn’t even know she has!

Want a dose of more inspiration? Check out the Top 3 Marketing Campaigns of 2018!

Written by Alex Davis-Isaac, senior at UNC-Chapel Hill.

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