Tag: Raleigh PR Agency

Clairemont Takes Home Top PR Awards

Cherith AndesAwards, Blog, The Clairemont Team, , , ,

Clairemont Communications secured two prestigious PR industry awards at the 2019 Sir Walter Raleigh Awards banquet hosted by the Raleigh Public Relations Society (RPRS). RPRS named Dana Phelps, founder and CEO of Clairemont, as the recipient of the Watt Huntley Award for Lifetime Achievement. Considered the highest honor given by RPRS, the Watt Huntley Award recognizes “an individual who has made lasting and meaningful contributions to the field of public relations over the course of a career.”

The Clairemont team also received the distinction of 2019 Team of the Year, an honor recognizing its creativity, strategy, tenacity, client successes and excellence in the public relations industry. In addition to these prestigious honors, RPRS recognized several of Clairemont’s PR client campaigns in media relations, social media, events, branding and writing, including two Platinum Awards. Other awards included:

  • Silver Award for Media Events in Campaigns: Vita Vite Midtown Hosts a Toast-Worthy Preview
  • Honorable Mention Award for Organizational or Branding in Campaigns: Who Says? Journelle Forces Lingerie Conversations into Limelight
  • Silver Award for Organizational or Branding in Campaigns: Western Governors University Builds a Brand in North Carolina
  • Silver Award for Special Events in Campaigns: Theodore Alexander and Charles, 9th Earl Spencer Debut Royal Furniture Line
  • Gold Award for Social Media in Campaigns: Reimagining Holiday Traditions with Riceland
  • Platinum Award for Community Relations in Campaigns: Lighting a Fire for Everyday Heroes
  • Silver Award for Websites in Tactics: Your People Are Here – Briar Chapel’s Website Refresh
  • Silver Award for Writing – Op/Ed in Tactics: WGU North Carolina Takes Higher Education to Another Level
  • Gold Award for Writing – News Releases in Tactics: Transfer Co. Food Hall Hits the Downtown Scene
  • Silver Award for Writing – Blog or Feature in Tactics: Briar Chapel’s Four Great Gains of Going Green
  • Platinum Award for Media Relations in Tactics: Royal Media Affairs with Lord Spencer and Theodore Alexander

We are humbled and grateful to do work we love with clients we love every day. Thank you to our wonderful partners, clients and industry friends. We’re excited to celebrate more than 230 awards and nearly a decade of Clairemont with you!

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6 Tips to Create Magnetic Content

Cherith AndesBlog, Marketing, Public Relations, , , ,

You feel it coming. That “oh-no-I-have-to-write-another-blog” weight.

Breathe easy. Producing “great content” doesn’t necessarily mean cranking out hundreds of web pages or blogs to stuff your SEO. Time and time again, the content that attracts traffic and converts buyers is a concise, tailored resource that solves a problem.

So if “king content” isn’t necessarily a bottomless library of graphics, articles or videos, what is it? Use this framework to guide your next content creation mission.

1. Identify your audience

This always is (and rightly should be) the first question any marketer should address. Create a concise persona of your audience member, from age and life stage to socioeconomic status and location. What issue are they addressing right now? What resource do they need in their decision-making process? Do they prefer pancakes or waffles? (Ok, kidding.)

2. What’s your point?

Unless it is wall art, content shouldn’t be just eye candy. What problem are you trying to solve for your audience member? How are you specifically making his or her life easier? Distill your entire piece of content into one short sentence that states its purpose. For example, the purpose of this blog is to equip marketers with a simple framework to create effective content. This “thesis” will keep you focused while you write/design/record.

3. Pack a powerful headline

Neil Patel cites a case study where he increased his conversion rates by 40 percent … just by tweaking his headline. A strong headline should (normally) be as short as you can make it and still get the job done. Tell the reader the big, bold benefit they will get from your article or video. Will you solve the problem they’ve been Googling for 18 minutes in three easy steps? Evoke emotion by providing a behind-the-scenes mystique with words like “tips, secrets, principles, must-knows.” Use data as you’re able.

4. KISS (Keep It Skimmable)

Eight of 10 people will read your headline; only two out of 10 will read your article. Keep the content as concise as possible, and make it easy on the eyes with titles, paragraph breaks and visuals. For more on that, check out our blog on writing stellar web copy.

5. But … be specific

Bolster your points with numbers, statistics or examples of success. For example, rather than saying “headlines increase readership,” point to Patel’s case study where an effective headline can skyrocket action by 40 percent. Demonstrate a technique. Walk through a case study — making your point more relatable, memorable and useful to your reader.

6. Give an easy action step

After you’ve shared you mind-blowing, life-changing content, give your readers an easy next step. Is that to download your guide? Hit up a video that shows the next how-to? Email so-and-so for an appointment? Whatever it is, don’t lose your prized reader without directing them to another point of contact with you. 

Bonus Tip:

Write/create your content in batches. You’re already in the creation mode with resources at your fingertips. Keep the flow going and plug them into a good content calendar to maintain a steady schedule.

And now? It’s time to translate these readers into buyers. Check out our tips for writing calls to action.

Guide: Maximize Your Call to Action
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219 Award-Winning Inspirations

Kelli FletcherAwards, Blog, Professional Development, Public Relations, ,

There are many things that inspire us: our workspace, coffee, our teammates, the DTR vibe. But it is fair to say that that nothing inspires us more than our clients. We’re always striving to be creative, efficient, thorough and most of all fun, while helping them reach goals and achieve success. And in turn, their success equals ours. So when it comes time to celebrate our work, we’re not too shy about doing just that, because we’re proud of what we do and we love doing it. Last night, Clairemont celebrated our 2018 client work with some big wins at the 2019 Inspire Awards.

Hosted by the North Carolina Chapter of the PRSA, the Inspire Awards recognize the best public relations campaigns and tactics from North Carolina’s Triangle to its Coast. PR pros from the region submit their work to a panel of judges from other PRSA Chapters for consideration for Silver and Bronze Awards.

2019 PRSA Inspire Awards

This year, Clairemont received a total of 19 awards, including six Best in Category awards and the Bronze Best In Show.

  • Bronze Award for Best in Show for “Media Relations: A Royal Media Affair with Lord Spencer and Theodore Alexander”
  • Award of Excellence and Best in Category for “Integrated Communications: Governments/Associations/Nonprofit Organizations: Lighting a Fire for Everyday Heroes”
  • Award of Excellence and Best in Category for “Websites: Briar Chapel’s Website Refresh”
  • Award of Excellence and Best in Category for “Editorials/Op-Ed Columns: WGU North Carolina Takes Higher Education to Another Level”
  • Award of Excellence and Best in Category for “Media Relations: Theodore Alexander and Lord Spencer Unveil Royal Furniture”
  • Award of Excellence and Best in Category for “Events and Observances: Theodore Alexander and Charles, 9th Earl Spencer Debut Royal Furniture Line”
  • Award of Excellence and Best in Category for “Reputation/Brand Management: Western Governors University Builds a Brand in North Carolina”
  • Bronze Award of Excellence for “Feature Story: Briar Chapel Feature Story”
  • Bronze Award of Excellence for “Media Relations: A Royal Media Affair with Lord Spencer and Theodore Alexander”
  • Bronze Award of Excellence for “Media Relations: Vita Vite Hosts a Toast-Worthy Preview”
  • Bronze Award of Excellence for “Social Media: Reimagining Holiday Traditions with Riceland”
  • Silver Honorable Mention for “Marketing Consumer Products/Services: Carrie Knowles – A Laureate’s New Laurels”
  • Bronze Honorable Mention for “Video News Releases/Satellite Media Tours/Internal External Video Programs: Wendell Falls: Open Campaign Videos”

Thank you to our amazing clients! We are grateful for the opportunity to do what we love and love what we do!

Want to explore how we can create a winning campaign for your business? Drop us a line!

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Becoming a Thought Leader

Cherith AndesBlog, Professional Development, Public Relations, , , ,

When I worked as the communications director with the YMCA of the Triangle, Chip and Dan Heath held celeb status in our halls.

We had never even met the duo. But the Y staff had poured through their book, “Switch,” discussed it in fervent (sometimes overly caffeinated) groups, storyboarded its concepts and penned strategies of action.

“Switch” served as a catalyst for systemic change for the Y — all 13+ branches in our region. The Heaths’ three-step process for inciting transformation at all levels — staff, members and the community — proved radical.

The Heaths had successfully positioned themselves as thought leaders. 

Thought leaders aren’t just experts. They are the “expert of experts.” After demonstrating valuable contributions to a specific field, thought leaders rise as the “go-to” resources, the keynote speakers, the daily bloggers.

As you develop your influence as a thought leader, fuel your journey with these six steps.

1. #Inspo: Find Your Why. 

This crucial first step will serve as the foundation for the next five steps. Determine for yourself why you want to pursue this specific niche of expertise. Is there social change you’d like to encourage, people you’d like to help, a business you’re dreaming to start? A deep, specific conviction serves both to focus your strategy on an end goal while also keeping you inspired over the long haul.

2. #Niche: Specify your what. 

What is your area of expertise? Since specificity is key, define not just your field but also your niche and your stance on that niche. For example, Clairemont works with Newland Communities, the country’s largest private residential real estate developer. We worked with one of its executives who was a thought leader not in real estate, not in mixed-use real estate (although we’re getting closer) but in the authentic mixed-use development inspired by natural habitats and heritage. Newland’s mission propels the company to develop communities based on the culture, heritage and natural topography of the land to foster the area’s culture. See how this is much more specific than “real estate”?

In this phase of discovery, remember that you need to offer something new. Perhaps you’re taking a new stance on a topic or adding a new angle to accepted rhetoric. Either way, proffer something fresh to the pot. Once you’ve fleshed out your particular brand of cool, hone it to a four- or five-word phrase that cleanly portrays your value as a thought leader.

3. #Proof: Build your credibility. 

Create a profile that showcases why you’re a thought leader on a source. This could include a list of accomplishments and experiences in this field, works you’ve written, awards won, organizations to which you’ve contributed or research you’ve conducted. Build proof why your followers should look to you as the quintessential expert.

4. #Authenticity: Hone your voice.

People don’t follow ideas. People follow people, which is a wonderful invitation for you to unveil your personality, style and voice. Take the opportunity to develop your personal “boilerplate” or your story that led you to your expertise. What spurred you, what obstacles did you crush, what change did you witness? Be forewarned: our culture has a strong radar for heavy-handed sales tactics. So undergird your writing and thoughts with transparency without asking for anything in return.

5. #Connected: Use your tribe.

When setting up your strategy, consult a team of trusted advisors, like your colleagues, fellow board members or your PR agency team. Share your why, what, proof and credibility points. Ask for feedback and expand ideas together: topics you could address, events or panels on which you could speak, workshops to teach or social media strategies. Define your outlets and plan of attack. Will you solely provide blog material? Teach workshops? Are you writing a book? Your team can provide invaluable direction; don’t go it alone!

6. #Indispensable: Be a resource.

Once your strategy is in place, here’s where the proverbial rubber meets the road. All of your knowledge doesn’t mean bupkis unless your followers find it useful. Since you’ve established a stance on a topic (see #2) backed by data (see #3), spotlight your golden discoveries.

Articulate a common problem that your field faces and offer your solution; share ideas in approachable, actionable terms. Stay apprised of the very latest developments and news in your industry to weigh in with your advice. Diversify your input across several types of mediums (such as videos, infographics) and platforms (like reddit and LinkedIn) to connect with varied audiences. Offer consistent content, and above all commit to quality over quantity. Your audience will learn to trust your counsel and follow your strategies.

At Clairemont, we love to help our clients explore their full potential as thought leaders. Want to learn what that means for you? Us too! Drop us a line. 

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Crisis Com: A Crock-Pot Crack Up

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

NBC’s hit TV series “This Is Us” wrapped up an emotional third season last week. Since fans are still reeling from the dramatic ending, I can’t help but think back to the events that played out after last year’s season finale, bringing together a few of my favorite things: Crock-Pot, a strategic PR crisis plan and actor Milo Ventimiglia. (I bet you didn’t ever expect those three things in the same sentence.)

For Ashley Mowrey, director of global social media marketing, Newell Brands, January 24 of last year was just a typical morning. She woke up at 6 a.m. to get ready and picked up her phone to scroll through Twitter. Almost immediately she realized that the Newell brand Crock-Pot was trending. Sure, we all love a classic Crock-Pot dinner, but even she could admit that Crock-Pot trending on Twitter was a little unusual. Little did Mowrey know, one of the most unusual crises she had ever encountered was beginning to take form.

So what was it that led Crock-Pot to be a hot-topic item on Twitter? The night before “This Is Us” had finally revealed to fans how beloved protagonist and fictional father Jack Pearson was killed. A slow cooker identical to the Crock-Pot had caught on fire after the family’s Super Bowl party, burning down their Pittsburgh home and killing Jack Pearson.

“This Is Us” fans were both outraged and devastated at the loss of a character who had won over the hearts of so many. They  immediately took to Twitter by storm. Fans tweeted videos of themselves throwing away their Crock-Pots, and some vowed never to use their Crock-Pot again. Luckily, Mowrey and the crisis management team with help from Edelman reacted strategically, and here are six lessons we can pull from the Crock-Pot playbook.

1. Choose your social media platform strategically.

Majority of the outrage towards Crock-Pot was surfacing on Twitter, a platform that (surprisingly) Crock-Pot was not using. Knowing the brand would have to react fast to douse the emotional flames, Mowrey instructed her team to create a Twitter account, @CrockPotCares. The brand began using the hashtag #CrockPotIsInnocent, so they could respond to people who were questioning the safety of their slow cooker and demanding a Crock-Pot boycott.

2. Be empathetic and genuine.

Even though the death of Jack Pearson was completely fictional, the team had to be empathetic and aware that fans were grieving. The loss of this character felt very real. All of Crock-Pot’s responses to Twitter fans were genuine, reassuring and also interwoven with facts that backed up the safety and quality of the Crock-Pot brand.

In addition to their Twitter account, they posted a message to Facebook, adorned with broken heart emojis and a heartfelt response:

“THIS IS US SPOILER ALERT. We’re still trying to mend our heart after watching This Is Us on Tuesday night. America’s favorite dad and husband deserved a better exit and Crock-Pot shares in your devastation. Don’t further add to this tragedy by throwing your Crock-Pot Slow Cooker away. It’s hard to pass something down from generation to generation if you throw it away (grandma won’t be too happy). Spending time with his family while enjoying comfort food from his Crock-Pot was one of his favorite things to do. Let’s all do our part and honor his legacy in the kitchen with Crock-Pot.”

3. Go the extra mile to make consumers happy.

Crock-Pot’s response went beyond what was expected. Instead of just releasing a traditional press release online, the team knew they had to level with “This Is Us” Twitter fans on the same platform and acknowledge what had happened on the show. The empathetic responses and personal touch (Crock-Pot went as far as gifting a distraught “This Is Us” fan a Crock-Pot for her wedding registry) gave them a leg up is resolving the crisis. They took the time to respond to every concerned “This Is Us” fan on social media instead of waiting for it to blow over.

4. Get creative with your strategy.

This was not a crisis that the brand could have ever predicted. Crock-Pot did nothing wrong, yet found itself pulled into the middle of a fictional death catastrophe that rattled consumers and left them questioning its products. So how do you respond to an issue that isn’t part of your crisis plan? Mowrey ditched the traditional handbook and got creative. Crock-Pot teamed up with “This Is Us” creator Dan Fogelman and actor Milo Ventimiglia (who plays Jack Pearson) to craft a well-planned Super Bowl ad that cleared the air for Crock-Pot.

5. Tell a compelling story.

In the ad, Milo Ventimiglia delivers a message to fans ahead of last year’s Super Bowl match-up, reminding audiences to find the ability to forgive … followed by a close-up of a Crock-Pot and the hashtag #CrockPotIsInnocent. The ad was a smashing success with viewers and one of the most watched Super Bowl ads of the season. In addition to their Super Bowl coverage, Crock-Pot partnered up with the Ellen DeGeneres show. When Ventimiglia appeared on Ellen, he made sure to defend the Crock-Pot brand, and fans at the taping of the show were gifted Crock-Pot appliances and gift cards. When it comes to spinning negative publicity into great publicity, Crock-Pot knew what they were doing. Between the Super Bowl ad and the rave reviews from the tv show’s cast members, Crock-Pot had solidified its version of the story in a way that caught the public’s attention.

6. Utilize the brand’s loyal followers.

Additionally, Crock-Pot enlisted the help of its trusty consumers. Crock-Pot has a loyal brand following, including many consumers who have used their slow cookers for years. They were quick to defend the Crock-Pot when the Twitter conversation began to unravel, which was a reassuring testimony to Crock-Pot of its faithful buyers.

A Crisis Communications Success Story

From Ventimiglia’s Super Bowl Ad to #CrockPotIsInnocent trending, the conversation began to shift in a matter of days in a favorable direction. Sales for the brand even saw an increase in weeks following the “This Is Us” episode, and Crock-Pot began selling personalized Pittsburgh Steeler Crock-Pots in honor of Jack Pearson.

Even though Mowrey’s head still starts to spin when she thinks back to that morning on January 24, she is proud of the work her team accomplished to resolve the crisis. This is a prime example of an issue that is completely unpredictable, but when handled right, can be a valuable lesson  for crisis communication professionals everywhere.

Want to read about another one of my favorite PR crisis recoveries? Check out my blog on Zion Williamson’s broken shoe, and Nike’s strategy to make (literal) amends.

Written by Alex Davis-Isaac, a senior at UNC-Chapel Hill. She heard Ashley Mowrey speak on the Crock-Pot crisis this past January at the Atlanta PRSA convention. 



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