Instagram, the Photo App that will change your PR Campaign.

By: Jackie Sears

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Instagram is an extremely useful social media platform that is either used correctly or is ignored for its potential to make powerful PR campaigns. Photography and graphics have become a great tool for drawing attention to campaigns and engaging more views to start more conversations. Here are angles to take when using Instagram:

Announcements. Instagram is the perfect platform to post on for upcoming events, milestones and awards and celebrations. Examples of this would be a grand opening of a store/firm, award for being a top company to work for or an event that the firm is sponsoring for a client. Develop a hashtag for a campaign and follow it through the event, so instagrammers can discuss and use the hashtag in conversations.

Raising Awareness. This is one of the most important things to do on social media and can be depicted beautifully. Raise awareness over the social causes and issues that your firm or organization supports. With this said, Instagram posts should show how your firm/brand or organization benefits local and national communities.

Highlight the Company's Culture. What better way of showing off the culture of the company than photos? Get creative with your company's voice to attract Instagram members and potential clients. With this, go behind the scenes and show what really goes on at the company- capture a moment, an interview or an educational post about your company.

Instagram has highlighted a guideline for PR campaigns on Instagram. If your organization builds a national or international campaign, it is important that reference Instagram. Once the press release is written for the Instagram campaign for your organization, the Instagram communication team responds and then your organization can release publicly what the campaign is. 

Make your Instagram unique and bring excitement to the instagrammers so they can look forward to your posts and support your organization.

Sources Cited: 
 
Feldman, E. (2015, January 27). 6 Ways to Use Instagram for PR | Cision. Retrieved from http://www.cision.com/us/2015/01/6-ways-to-use-instagram-for-pr/

Instagram. (2016). Instagram Help Center. Retrieved from https://help.instagram.com/155465357989685/

Infographic, the Prime Teaching Skill in Public Relations

By: Jackie Sears

Public relations is the form of communicating with a client and promoting two-way communication that is beneficial for the audience and stakeholders with its client. In order to have a good communication base, it is important to consider different ways of communication and teaching that is available for public relations officials to display to the said audience.

An important communication tool is infographics. Many people outside of marketing and public relations may not be familiar with the term infographic. An infographic is defined as a visualization focusing on data from a story or study and is used to inform. According to the Customer Magnetism Internet Marketing Agency’s infographic, infographics that are well made can apply 30 times more readings than plain text articles. This is a huge difference and an opportunity that all public relations officials should build on.

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Infographics are extremely useful tool because they present a narrative that is able to be quickly shared and re-

posted on social media as well as in blogs and in news. Infographics break down and explain what the client is trying to voice to the public.

In order to have your infographic become successful and go viral on your social media pages, it is important to catch the attention of your audience with a well thought out title and an interesting topic that relates to your client or what they support. It is also important to keep in mind to show trends that have occurred over time, making a statement on what causes are important to the client and how they want to see it change or progress. Many people are visual learners so by adding images that relate to the facts will help with content recollection which will in turn build brand awareness for your client.  

Infographics are a great organization tool for your client and what it stands for. Keep in mind to not overdo the process, but to use infographics to your advantage when narrating a topic.

Sources Cited

Customer Magnetism. (n.d.). What is an infographic anyway? Learn about them here! Retrieved from https://www.customermagnetism.com/infographics/what-is-an-infographic/

Infusionsoft Blog. (2013, May 07). Infographic Marketing | The Whys and Hows. Retrieved from http://learn.infusionsoft.com/marketing/content-marketing/infographic-marketing-the-whys-and-hows/

Planning Posts for Social Media

By: Jackie Sears

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What better way to promote an event, bring light to an issue and communicate with your public than social media? Social media has brought an instant interaction for two-way communication with the public and your organization. With social media comes great responsibility, but it is unlikely that a professional will sit at the computer 24/7. Because of this, it is important to have a social media calendar and invest in timed posts with an outside website like Hootsuite.

First thing is first, it is important to research the audience that follows your brand or organization to see what will catch their attention. It is important to keep in mind the analytics for Facebook and Twitter in order to see what kind of posts that you have that have made an impression on your audience. This way you will know what kind of posts to continue posting and which ones to avoid.

Once you have your background on analytics, make sure to plan how many times you’d like to post on each social network. Twitter is the most acceptable platform that allows you to post up to five times a day versus Facebook, which is 3-10 times a week according to Sprout Social.

In order to post to Hootsuite, it is a good idea to have a social media calendar that follows your organization's goals by tactically planning ahead. Google Calendar is a great way to organize what is going on in your organization and share with your team. Once a calendar like Google Calendar is created, it will be easier to create a template for your social media plan so you wont miss important dates and events.

To achieve the goals of your organization, set out objectives on what is needed to be posted each week, then narrow down what posts should be posted on which day. If there are any events or social causes that tie in with your organization, make sure to include them on your social media calendar. The posts you make will set the organization's voice and needs to be followed throughout all platforms. When posting, make sure to have a tone that is appropriate for the organization. Bring into consideration on what important announcements need to be highlighted with multiple posts where others may only be posted once.

By staying organized and planning ahead with a social media calendar, PR professionals can strategically plan for their audience to reach the posts at the right time.

Sources Cited

Patterson, M. (2016, January 07). 4 Steps for Creating a Social Media Calendar | Sprout Social. Retrieved from http://sproutsocial.com/insights/social-media-editorial-calendar/

Rast, H. (2012). How To Build A Conversation Calendar For Social Media. Retrieved from http://soloprpro.com/how-to-build-a-conversation-calendar-for-social-media/

Becoming a Publicist for Someone in the Media

By: Jackie Sears

Photo There are many branches of PR that a recent graduate can consider when applying for their first job. The great thing about public relations is that it is very versatile and the professional can only benefit from diving into different types of PR throughout their career. One branch of PR that sparks interest to know more about is being a publicist for someone in the media. What all does it take to be a well known and well liked publicist?  The job description of a publicist for someone in the media gives and takes from these few things: Oversee the overall making of public image Manage media relations for the said client Coordinate events Make sure the client knows what is best to do and where to appear at Release statements, press releases, attend and managing press conferences Pitch story ideas to media, make client available for interviews Among these tasks, there is much to consider before choosing to become a celebrity publicist. Like most PR jobs, it is a full time around the clock job that requires a lot of maintenance. Needs are required to be met just like any other PR job, but in this instance, you are serving what is best for the person themselves, not just for a product or promotion. A powerful skill to have as a celebrity publicist is crisis communication. Dealing with a client that is human, there are bound to be mistakes and mishaps to happen during the time you are working for them. A quick thinker who is able to strategize what is best for the situation and for the client is a requirement, along with being an open communicator. According to Study.com, many publicist start in a PR firm or mentor with a celebrity publicist in order to secure and grow clientele following.  As of May 2014, $64,200 is stated as the median salary for a celebrity publicist according to the Business of Labor Statistics.   Do you think you have what it takes to be a publicist for someone in the media?

Works Cited 

Bureau of Labor Statistics. (n.d.). 13-1011 Agents and Business Managers of Artists, Performers, and Athletes. Retrieved  from http://www.bls.gov/oes/current/oes131011.htm

Dube Dwilson, S. (n.d.). What Does a Celebrity's Public Relations Representative Do? Retrieved  from http://work.chron.com/celebritys-public-relations-representative-do-22353.html 

Study.com. (n.d.). Celebrity Publicist: Job Description, Duties and Requirements. Retrieved March 04, 2016, from http://study.com/articles/Celebrity_Publicist_Job_Description_Duties_and_Requirements.html

What impact does the lack of diversity have on the advertising industry?

By: Jackie Sears

Diversity in the advertising industry has been a topic of discussion for more than fifty years. Little progression has been made since many advertising agencies today continuously lack diversity among ranks in the job ladder (Vega, 2012). This lack of progression is also influenced by the low percentage of minorities currently working in the advertising industry (Vega, 2012).

The advertising industry is one that is available to directly communicate with consumers that come from diverse backgrounds. With this said, it will only benefit from building an inclusive environment that reflects a highly diverse group of people (Grillo, 2015). In 2014, the lack of diversity was implicated through the Bureau of Labor Statistics it stated “out of 582,000 Americans employed in the advertising industry, less than half were women, 6.6% were black, 5.7% were Asian and 10.5% were Hispanic” (Grillo, 2015).  This is a problem for the advertising industry because insight from all different backgrounds, genders and lifestyles are needed in order for advertising to evolve.

There have been multiple instances where the industry tries to encourage diversity but there is still more to be done. By encouraging diversity, the industry needs to focus on consequentialism theory. This is because the end result justifies the mean, meaning that by encouraging diversity and creating an environment that works with all backgrounds, the end result in this case would be the diversity of talent will continue to retain in the industry.

The problem that the advertising industry currently has is that it has not been reaching a diverse amount of people. Without having a diverse team, groupthink and ethical mishaps can be prevented. Research has discovered that diversity stirs constructive conflict around the task at hand (Stanford GSB Staff, 1999). By including diversity in people and thought, brings new expression from different backgrounds and if properly implemented will generate more income for the advertising industry (Vaux). Ogilvy & Mather is a great example of an advertising group that values diversity in their corporate culture and have won multiple industry awards.  The solution that allows this agency to excel in their values is the environment that they have created that allows employees of all race, color, religion or gender identity among others (Ogilvy & Mather). Ogilvy & Mather state that a diverse workforce generates benefits in customer understanding and creates a rich consumer insight and understanding (Ogilvy & Mather).

The advertising industry has a long way to go to continue the progression of diversity, but if done right, the workplace for advertising will become rich with information and be able to reach diverse demographics through advertisements.

Works Cited

Grillo, G. (2015, April 23). The Advertising Industry Needs Diverse Leadership to Thrive. Retrieved from http://adage.com/article/agency-viewpoint/advertising-industry-diverse-leadership-thrive/297998/

Ogilvy & Mather. (n.d.). Retrieved from http://www.ogilvy.com/About/Diversity-and-Inclusion/Diversity-and-Inclusion.aspx

Stanford GSB Staff. (1999, November 1). Diversity and Work Group Performance. Retrieved from https://www.gsb.stanford.edu/insights/diversity-work-group-performance

Vaux, R. (n.d.). How Does Diversity Affect the Workplace? Retrieved from http://smallbusiness.chron.com/diversity-affect-workplace-10510.html

Vega, T. (2012, September 03). With Diversity Still Lacking, Industry Focuses on Retention. Retrieved from http://www.nytimes.com/2012/09/04/business/media/with-diversity-still-lacking-industry-focuses-on-retention.html?_r=0

What Every Strategic Communicator Should Have on Their LinkedIn

 By: Jackie Sears

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LinkedIn is a online professional social media website that networks people with coworkers and other professionals. Launched in 2003, LinkedIn has stretched to over 330 million professionals. This social networking platform has become a primary way for employers to seek out potential employees. With this said, it is extremely important for strategic communicators to have top-notch profiles. In order to have a profile that stands out against competitors, here is a check list on what should be available on your profile:

Professional photo. This may sound like common sense but has been overlooked by many. According to LinkedIn, adding a photo to your profile can expand the views 14x than someone without. A crisp photo is a major factor in determining whether or not you are professional or not. Photos are critical in the way you are representing yourself to an employer. Now that you have selected a photo, it is important to keep in mind two things: not have another person in the image or have it look like a photo taken at a party. 

Fill out and complete your profile. As a communications professional, the copy you write in your LinkedIn profile can set you apart from any other candidate. Make sure to fill out a summary about your strengths in strategic communications and what type of job you are looking for while including keywords in order to be easily found by employers. To top off your profile, fill out and address your past experiences in the workplace as well as what all it entailed in precise detail. 

Add skills and endorse. Select the skills that best define you and begin to endorse people you know and coworkers in order to encourage others to endorse you for your strengths. According to LinkedIn, people who list their skills get 13x more profile viewers. The more views you receive, the more likely you are able to be contacted by a potential employer or further your network.

Publish your work and blogs. This is where your profile comes to life. By displaying your work, you are showing and not telling about your writing skills. This can easily make your profile pop and employers are able to get to know you as a writer. If you have works that are already published, it is a good idea share on LinkedIn. 

Join groups relevant to PR and Communications and you. Great, now that your LinkedIn is recognizable by employers, it is important to take advantage of the opportunities of communication LinkedIn brings to professionals. By joining a group that is related to PR in your city or wherever you may want to work, you are able to  reach out and start a conversation with like-minded professionals and network throughout the world in a way that you couldn't do before LinkedIn. 

LinkedIn offers many opportunities, it is up to you to take advantage of the free networking platform.

Works Cited:

LinkedIn. (2014, July 1). 10 Tips for the Perfect LinkedIn Profile. Retrieved from http://www.slideshare.net/linkedin/10-tips-for-the-perfect-linkedin-profile

Kumar, S. (2011, May 12). 10 Ways PR Professionals Can Leverage LinkedIn. Retrieved from http://www.edelmandigital.com/2011/05/12/10-ways-pr-professionals-can-leverage-linkedin/

Smith-Proulx, L. (n.d.). How to Double (or Triple) Your LinkedIn Visitor Traffic with Keywords. Retrieved from http://www.job-hunt.org/social-networking/LinkedIn-job-search/linkedin-keywords.shtml

 

Pinning, the Future of PR

 By: Jackie Sears

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Public relations is a process underlining two-way communication for clients and their public. What better way to have an organized and thought out messages to be sent directly to the public by an instant share, save and open communication? The best social media platform to fit this description is Pinterest. Pinterest has been a website since 2010 and has become a tool that reaches audiences all over the world. To benefit from Pinterest in a PR perspective, take advantage of the influences it has to offer.

Creating boards targeted at your company's mission statement, theme and what the company stands for. Information on these boards need to be appealing, visually and mentally intriguing to the public and potential followers of the company's Pinterest. As the advertising and PR world becomes more and more visual with content shared, it is important to stay prominent on clear and eye-catching photos that will link to articles, websites and blogs that improve your solidity as a company.  Take advantage of the foot traffic Pinterest offers by linking back to your company's website and blogs, this is a subtle way to get your message across. Within the mix of promoting your company's personal website and features, it is important to also post about important causes that relate to your company on a board to keep a "personal" feel to your postings. 

Once your company's Pinterest is live and gained a following from your public, it is a good idea to promote events and what is going on in your company's world. This way, people are updated with newsworthy events, will pin and promote what is going on since the post is directed at the public to attend and read about the event.  

A great feature on Pinterest that can be used for PR professionals is the collaborative secret boards. This feature allows your company to share ideas and links to articles, brainstorm ideas and create mock-up posts for the boards on your Pinterest. After all, it is important to do research on other  companies and competitors to gain ideas on posts and how to perfect your Pinterest.

Analytics are always important when it comes to posting on social media. Pinterest offers analytics that allow you to see the impressions and success of each pin. Hashtags are a feature used on Pinterest as well as Facebook and Twitter. It is important to consider posting hashtags to pins, but do not overdo it, Pinterest is not Twitter and you want to avoid looking spammy. 

Pinterest is the up and coming social media for PR, use it. 

Works Cited


Conlin, B. (2015, February 03). The Why & How of Using Pinterest for PR | Cision. Retrieved from http://www.cision.com/us/2015/02/jennifer-cario-pinterest-for-pr-webinar-recap/

Idugboe, D. (2012). How to Use Pinterest for Public Relations. Retrieved from http://www.smedio.com/how-to-use-pinterest-for-public-relations/

Solms, A. (2014). 7 Things about Pinterest Every PR Pro Needs to Know - CommPRO.biz. Retrieved from http://www.commpro.biz/social-media/social-media-pr-social-media/pinterest-for-public-relations/