The Ketner crew is currently hiring two interns, which got me thinking about my career start. With a PR degree in hand and internships under my belt, I assumed I’d join an agency. I pictured spending my days writing press releases and pitching the media. Instead, I landed a role with an in-house marketing team for an engineering firm. But through this, I learned just how fluid the fields of marketing and public relations really are. Or at least should be.
That’s not to say there isn’t a clear delineation between the two. Public relations is traditionally about managing communications between a company and the media, stakeholders or the public. Marketing activities are usually tied to achieving revenue by generating leads through email campaigns, gated landing pages, paid media, and so on.
Ultimately, content is the link between the two. So if you’re asking yourself whether you should you involve your PR agency in content development, I think the answer is yes!
In my past experience, and especially now working in an agency setting, I’ve seen the power of combining PR and marketing forces. Here are a couple of benefits of sharing the content load with your PR agency, followed by an example of Keter Group content in action.
Seamless knowledge sharing through blogs and byline articles
Just as our retail tech clients advocate for unified processes through their holistic solutions, I believe marketing and PR need to shake off the siloed ways of thinking. Share your marketing plans and big-picture goals with PR, no doubt. Breaking down barriers between teams encourages visibility and knowledge sharing. Then go a step further to bring PR in to help with content development in support of that plan.
One example is the corporate blog, where internal experts can comment on interesting industry trends, product capabilities, and more. By having a PR agency collaborate on these posts, they get more direct exposure to a variety of stakeholders outside the marketing department and a more complete understanding of your business.
This gives them the opportunity to really nail the brand voice and messaging as they pitch. Plus, having a lively blog makes it easy to source byline content for media pitching.
While not promotional in nature, byline articles are one way to position company executives as thought leaders in the industry, sharing trends or research and an individual’s unique perspective. Ketner Group pitches and places these 600- to 850-word articles in a variety of trade publications. It’s certainly easier to do so when we’ve had a hand in writing the content in the first place, especially if it’s just repurposing a blog.
A deeper understanding of a given topic with long-form content
Moving beyond bylines, PR-agency-developed content can include e-books, white papers, buyer’s guides, viewpoint papers. This is all content you can leverage through inbound or outbound marketing activities to move prospects through the sales funnel.
Your PR agency should feel like an extension of your marketing team. When you task them with longer-form content projects such as these, you invite them into a much deeper understanding of your solution, service or thought leadership perspective, as if they were in-house all along.
When I’m writing 1,500 to 2,500 words on a topic, my comprehension of that subject has to be exact. Taking on these projects naturally increases the amount of time I spend getting into the weeds. Yes, these projects are more time-intensive. But the conversations, from kickoff calls through the review process, further enrich client relationships and overall mastery of a topic.
The momentum to get in front of your target audience
Take the work we’ve done with our client Symphony RetailAI as an example. Late last year we kicked off a plan to develop a number of viewpoint papers and corresponding buyer’s guides. The viewpoint paper would be a “top of funnel” piece, educating the reader on a topic. A buyer’s guide would then serve as a follow-up, providing a checklist for selecting the right vendor – positioning Symphony RetailAI as the only logical fit.
We developed a viewpoint paper on customer insights and data proficiency in tandem with a buyer’s guide, pointing to their AI-powered personal decision coach, CINDE, as the go-to solution.
Seeing content come to life is really exciting. I know Symphony RetailAI enjoys the momentum content has brought to its marketing execution. The Rule of 17 paper received double the target market downloads, compared to last year’s category management campaign. Symphony RetailAI further increased the reach of this whitepaper through sponsored syndication with Progressive Grocer.
Before commissioning your PR agency to take on long-form content projects, map out a larger content strategy. My colleague Aidan wrote a blog that walks you through defining unique content needs. It’s a helpful way to assess where your PR agency can jump in to help.
Clients often ask me, “How can we achieve top-tier coverage in publications like CNBC or The Wall Street Journal?” While there are a variety of ways to achieve this goal, one of the best ways to drive top-tier coverage is by collecting and sharing data.
However, you must remember that not all data is created equal. Let’s take a look at the factors you should consider to provide reporters relevant and useful stats worthy of top-tier placement.
Type of Data
By definition, data means “facts and statistics that are collected together for reference or analysis.” As you look to land interviews with top media contacts like Bloomberg or Business Insider, remember your data should serve as a reference or validation point for the reporter. For example, if the reporter’s beat focuses on how AI is influencing the workplace, you should point to key trends within that subject, adding further context to that particular topic.
A good example in this instance could be results from a survey of employees from various organizations and verticals about their opinions on AI. Whatever the subject, ensure your data is robust enough to answer key questions on current trends. As well, always avoid any promotional or self-serving message. Think of the data that you are providing as the greatest asset you have to highlight your expertise within the particular subject you are validating.
Know Your Audience
Now that you’ve identified the type of data, it’s time to ‘get to talking!’ What I mean by this is that you must do your due diligence and speak with each reporter you are looking to work with and identify the relevant data. For example, if you are working with a reporter who has extensively covered holiday sales outcomes in previous years, reach out to them prior to the start of holiday sales this year. Your goal should be to come away with a full understanding of what the reporter will be focusing on during each season and how your data can add third-party validation to their reports.
Timing is Everything
As you plan to send each journalist the stats you’ve collected, remember that timing is everything. For example, let’s say you own a financial services company that helps consumers file their taxes by the Tax Day deadline. The best practice here is to begin compiling relevant data about six-to-four weeks out from the deadline in order to showcase major trends that will emerge during Tax Day. As well, having the ability to provide key stats to reporters in real-time will also help you win at the coverage game.
Learn From Data Success Stories
Let’s take a look at a top example of a company who has owned the data success game recently, Adobe. If you can recall 2018’s Cyber Week sales coverage, chances are you saw the name Adobe everywhere you looked. Adobe achieved this by providing key statistics on popular trends, such as online conversions and voice assisted shopping to top reporters. It also shared this data in both real-time and as a recap, earning recognition in Fortune, Reuters and many other tier-one publications.
The Data Formula
So, remember, if top-tier coverage is a top-tier goal for you, the best way to get it is by following the data formula. It’s all about providing authentic value and unbiased third-party analysis to help a reporter write a compelling story. The process starts early as you identify the type of data you can provide and make initial connections with your journalist base. This preparation makes execution easy, and once you know which audience and data findings are a match, you’ll just need to hit ‘send’ when the time is right.
Interested in learning more about our thoughts on storytelling? We always love to chat about the topic over a cup of coffee. So don’t be shy, just reach out.
Read the Transcript
Goodlett: I want to start with Brittney. I am curious to hear from you. Why is
Storytelling is so important, especially to me because I feel like it gives
everyone an opportunity to share their truth, right? We all have our own, all
our story that deserves to be shared. And I see the impact impacted needs,
especially for under represented communities, right? So if you’re a minority
business owner, having your stories old can do understory. For example, I have
a colleague whose book came out this week. When she received her book deal her
publishing house was kind of nervous because she didn’t have a large social
media following. They really want to make sure that she could sell this book
and the book, it’s called, The Memo, and it’s about women of color and
workplace. It’s a great topic but it’s always hard to pitch opportunities or
stories around people of color, right? It really is. So her publisher’s
feedback really meant some of these are hurting. So I wrote about her for Fast
Company. Once that article went live, her publisher gave her a date for her
book to be released. That’s how much a story being published can make an impact
to someone’s life.
Goodlett: So I want to jump off of that point and pass it over to Nicole.
Nicole, I’m curious to hear from you how you see storytelling being important
to businesses. Because Brittney’s example is such a great example of like
someone who’s clearly making money from writing, but we also have sometimes a
harder time telling stories about companies. So why is story telling important
Delger: Storytelling gives people to talk about your company and you know,
share pride in the things they find. There are so many different things that we
can invest in or bring into our lives and it’s harder to be discerning some
times as a consumer. So when I think about storytelling, I always put my
consumer hat on. What are the brands that I like, what are the stories that I
rally around? How are they interesting? And I think it’s important for
companies down on what their story is so that people will talk about them. I
love your example, Brittney. I just saw another one in the news yesterday in
the Shelbyville Times about Uncle Nearest Premium Whiskey. Have you seen this
one? I thought that was so beautiful and it is inspired by a slave that taught
Jack Daniels how to distill whiskey. And they are saying, this is the Godfather
ofTennessee whiskey. And I think that is really exciting for people who are
entrepreneurial, who are wanting to make something meaningful, wanting to
create a brand that’s meaningful to go out and find these stories and be
inspired by these stories to create something new. So I think it’s made from an
entrepreneurial perspective. And so typing into your own story or the story
that you want to tell it from a creative business.
Goodlett: So, what do you do then if you don’t have that? So, like how does
storytelling money vary then between business to business or business to
consumer? And what do you do from a toolkit perspective to think differently
about those different types of companies or services?
Delger: Yeah, I mean not to immediately pitch hiring someone. I think it’s not
necessarily about hiring communications. company to tell your story. It’s about
having conversations with people and starting to look outside yourself, get
outside your business, get perspective on what might be interesting. For a
story, you might not recognize these really interesting people. I remember
Catherine talking about that person that you work with…
Goodlett: Yeah, that’s great. That’s a great leeway. Right. Catherine, can you
speak to this example or maybe some others that you’ve seen when it comes to
finding ways to tell stories about businesses?
Seeds: Sure. I think with our clients, we work with B2B technology companies,
so we’re always looking into why we’d be interested in stories about the
products and the services that our clients are providing. And that’s what their
marketing is for, of course, but we want to dig deeper. All of us here are
storytellers in some way. So you want to take deeper. And what I love to do,
what we love doing for our clients is figuring out what has inspired the
executive and founder of the company to start that company. In my experience, a
lot of CEOs and founders don’t give themselves enough credit for the
inspiration for their own companies. One of our clients, we sat down with the
CEO and founder to get the backstory. He is from Germany. He went through his
story about how when he was 16, he worked in the salt mines and how he
remembered the sweat coming down his face, working in the mines, the salt
mines. He remembered how his superiors would check on him to make sure that he
was okay. And he remembered that and he carried that with him. When he started
his own company he decided he was always going to treat everyone the same, no
matter what level and that was because of his background in the salt mines. So
we put together a pitch to the media and we’ve got some interest in that, which
is great because CEO stories are always interesting to tell. You want to tell
those stories about the products and services and how they’re affecting end
users but we want to go further, we want to dig deeper into telling more
interesting, more human inspired stories for our clients.
Yeah. So that leads me to a good question for Kelley. When we were preparing
for this panel we were talking about, how do you identify interesting stories?
Kelley you had some interesting things to say about that. You remarked that
when you consider stories, you say, is this interesting to me? So can you speak
to that a little bit?
Griggs: So that’s sort of the question I would ask. I would ask, hey, we are
seeking stories about startups. We happen to be seeking stories about startups
in the south. That’s like a pretty specific topic. And one of the reasons why
we were doing that was because we were looking for the types of things that
other people might relate to, both in business and in life. So, I think that
one really, really important part of telling your story is just asking
yourself, is this an interesting and would it be interesting to somebody else
if they were to read it? And what is really the, the hook of the story? If you
think about the hook of your story or you know, the reason why you love it so
much and emphasize that hook, I think that others are more likely to grab on to
whatever you’re talking about. They have to work on, you have to work on that
hook. So that’s really, you know, that’s really subjective. Everybody would
think a little bit differently and your story is not for everyone. So, I do
think though, as a journalist that something I would always think about if someone
was pitching me a story is, you know, is this interesting to my audience? And
that went back to my topic about startups in the south.
Goodlett: That’s a good point. So as a journalist who chooses which stories to
write about, can you speak to tips about someone may pitch you to get written
Griggs: Sure and I think, I think Brittney and I will have different
perspectives because when you’re, when you’re pitching to me, I have my topic,
I have startups in the south and that’s what I’m really looking for. And those
stories are very, very interesting to me because I’m telling you a human story,
I’m telling the story that a lot of people around here might relate to. I’m
telling a very different story than stories in Silicon Valley. So my stories
might have more grittiness to them. They might have more culture in the way
that we might understand it in our area of the country. They might not be so
much about scale and getting investment from, you know, getting millions and
millions of dollars. They’re not going to be the story of Silicon Valley.
They’re gonna be the story of what I’m used to. But, but my blog is about a
beginner, you know, a founder who’s just started a company, who is in the area
of maybe Nashville or Atlanta or Raleigh or global or Memphis. And I might be
your first person that you’ve reached out to. I think I’m way more likely to be
the first or second or third person you reach out to and say, Hey, I think I’m
writing to pitch somebody a story. So, people are out there starting
businesses. I’d love to hear from you.
Goodlett: And what do they say to you?
Griggs: They usually say something like, Hey, uh, I just started a company.
This is what it’s called. Here’s the website. I think my story’s really
interesting. I wouldlove to talk to you about it. And that’s how we start a
conversation. You know, there are little things, like details like time and
getting our schedules right. Then usually I am willing to speak with most
people as long as it’s in my topic area; most people who reach out to me as
long as they’re legitimate.
Goodlett: Brittney, would you say that that’s true for you? Like what does it
take for you to get pitched and to write about it?
Oliver: So I just want to let you know some of the outlets that I contribute
to. So I work where I contribute to the career money, entrepreneurial segments
for Fast Company, Essence, Nashville lifestyles, and other one line
publications. So I have a national reach, so I’m not limited to a region. But
to what you’re speaking, you need to pitch it within someone’s vertical, right?
So if your topic is on business or entrepreneurial endeavors or innovation at
your company, you want to target that specific staff writer or contributor for
that particular vertical in your immunity. You want to target the beauty
writer, right? So those are some of the tips that you would need when you’re
pitching yourself. Also, people don’t realize that you’re so much more than
your bio. You’re so much more than your bio. Really dig deep to different
angles to pitch yourself. You’ll never know when your experience, your life
experience will intrigue somebody. So for example, if you run a company, a
cheese company, right? But you have this really interesting background and how
you grew up and somehow it impacted the way you run your business. That’s
something that made it yourself. Is your company 50% minority? That’s something
that’s interesting because right now DNI topics are important and trending. So
also think about trending topics in your industry as well. What’s trending?
What is some leading data around your industry that you could leave with when
you’re pitching publicists? I mean, when you’re pitching publications, those
are things that are interesting. Lead with numbers, the data doesn’t lie. It
really backs up your story.
Goodlett: Yeah. So that leads to a great comment I think from Catherine. So,
Catherine, we have done a number of stories where we use data as a way to pitch
B2B, which sometimes has difficulty finding a human element. So as Brittney
said, that could be another way in. So I’d love for you to share some more
insight about how data can be used to help provide pickup.
Seeds: Right. The clients that we’re working with, we’re always looking for data,
whether that’s data with your own customer base or if you’ve gone out and done
some consumer surveys or research studies. You know, folks like Brittney and
other trade or business media are gonna be interested in that as well as a good
customer story. We have an interesting use case about how we were able to use
data very successfully in Kirsty you can keep me honest on this one since you
were on the team. We have a company in Austin, they’re an ad tech company. We
worked in collaboration with them to put together a consumer study around
Amazon Prime Day. We were looking at things like, you know, from a consumer
standpoint, you know, what are they shopping for during Amazon Prime Day? Have
they shopped before? What are they going to be shopping for this year? So we
kind of looked at that. It was focused all on Amazon Prime Day. We got really
lucky because we have really great data. We also had really great luck from a
timing standpoint because the day that we released our was the day that Amazon
had announced the date of their official Prime Day. So we have all this amazing
data out there. And what we found in that data was that Amazon Prime Day is
like the next big holiday shopping event, like back-to-school or any other sort
of micro-holiday. So, we have some really great data, but we also had really
great timing and our team had been pitching top tier and trade media, up until
that day. So the stars aligned in PR world that doesn’t happen very often. And
so we’re really glad that it did and we were able to get some awesome media
coverage: Bloomberg, Market Watch, Ad Week, and all the trade and ad tech
trades. Am I missing anything, Kirsty?
Goodlett: No, that’s good.
Seeds: Okay good. So from a success standpoint, it was a good day for us at
Ketner Group when that happened and the client, obviously was very happy. And I
know that the team is still being able to use some of that data moving forward.
Goodlett: Yeah. The other thing that I’ll add to that, which is interesting
from a story perspective is the one thing that was like the hook for the media
was Amazon Prime Day is the new back to school holiday, right? Like that’s an
interesting hook. But additionally Adlucent is an ad tech company, so we were
able to say, okay, it’s the new holiday and what are you doing about it? Right?
Like, are you making sure that your advertising is prepared in order to meet
this holiday? So that’s another example of how the data is great for getting
and securing that trade or that top tier pickup. But then from a business
perspective, you want to consider, okay, the data’s going to get me in and then
what do I do once I’m in, right? What’s my story after that? So in terms of
that logistics stuff, Nicole, I’m curious to hear from you regarding what
things you need to consider about stories that you might not expect. One thing
with you in particular, and knowing your background, how do you take a story
and integrate a brand identity. How do you take that and translate it into
Delger: Yeah, so I do marketing and communications, but my main client right
now is a pencil factory, a hundred year old pencil factory. And I’m now all
about pencils. I have a bunch in my bag if you want one from Musgrave Pencil
factory there in Shelbyville. So I mentioned that because if you don’t know
about the pencil industry, they’re notoriously secretive. So when they came on
and wanted to rebrand, they were a hundred year old company and nobody knew
anything about them. So it was of like, oh my gosh, I have this like chest of
things to just uncover. And I think the thing that’s surprising is they have
such a great story. They have so many vintage things. I didn’t have to tell it
all at once. It didn’t have to just go out there with this really long piece of
coverage. I can find a vintage advertising pencil and take an awesome photo of
it and find a business that it was advertising 50 years ago and tag them and
tell a little story. So especially if you have a company where you feel like
there’s so much to tell and share, it’s okay in your storytelling to tell
little nuggets, and little Easter eggs along the way and know that over time
you’re building that brand identity, you’re building that larger narrative. It
doesn’t all have to happen at once. And starting to know when you’re talking to
people, what details you can leave out just as much as what details should you
put in for whatever that exchange might be. And so I think you can find one
story on Instagram through a visual platform. Or another story if you’re doing
the longer piece of media, what you might talk about regarding your CEO, and
you don’t have to get into that, all that other stuff. And so really thinking,
matching the media, matching the story with it.
Delger: So something else that we were discussing earlier that was something
that came up that we wouldn’t expect so much was that Brittney talked about
thinking about SEO and what stories people want to hear. So can you speak to
your experience, Brittney, regarding from the publication side. What are
publications thinking about that would be surprising to companies?
Oliver: So everything is about clicks, right? A lot of people blame Buzzfeed
for the way the media is, but it’s true. It’s about clicks. Let’s, it’s
click-baity, right? How are we going to drive traffic? Everyone wants that
traffic. And so when you’re thinking about telling your story, think about
things that are trending, right? For example, I feel like this is the month of
Serena Williams. And the reason why I say that is, one, it’s tennis month,
right? Today’s the US Open. So anything tennis relating related is going to
pick up some traffic, right? Then she’s someone who advocates equal pay. And
that’s been a big topic this month, women’s equality day is today actually. So
she is someone who’s trending, circulating. If you have a story idea in those
little pockets you’re going to drive SEO. So tell that story, if it is sports,
or you know, Serena Williams related, you can tie her in somehow. Any of those
things. Think about those holidays that are coming up, the holidays that you
were talking about. Those things attract SEO. So when you’re pitching, really
think about that because that’s what media companies are looking for.
Goodlett: The other thing that I found surprising when we were meeting earlier
was that companies aren’t always ready to tell their stories. So, Nicole and
Brittney, you were both talking about what to do as you keep telling stories.
Kelly, I’m curious to hear from you, when do you know that you have a story to
tell in the first place?
Griggs: So some of you might be wondering like, Hey, I am just getting started.
I don’t have any customers yet or I don’t have, you know, my business is less
than a year old or the things that I want to share with the world just
happened. And obviously it depends on your personal preferences and
circumstances, but, I will say you wouldn’t believe how many pitches I get that
are pre-revenue, like barely have a put together a pitch deck, they just want
to reach out to me and like get on my radar. I don’t want to give advice
because I don’t know if bloggers find that annoying or if they if they like it.
I don’t really know. I only know how I feel and I’m just naturally curious and
I like stories. So if you were to send me the pitch deck, even if I were to to
turn you away. Or even if I said like, hey, this isn’t ready yet or I would
really like to see, you know, some other things. Come back to me again. You
should still send them to me because odds are I’m interested because I’m
interested in startups because I truly like starting businesses and I like
talking about it and I thoroughly enjoy that world.
Goodlett: What do you put in the pitch deck?
Griggs: So if you have a deck…something that should be included in the deck
is your information, what your business is, where your website is, what it
does, you know, the 32nd elevator pitch of who your competitors are. What is
your revenue plan, if you haven’t made money yet, ..if you do have customers, I
would like to know that you have customers. But remember, you have to be
careful with what you share with me because I am a writer and I will want to
write about things. So if there’s something that you just don’t want to share,
you don’t have to share it even if I ask for it. So just always remember,
Goodlett: Is it a PowerPoint typically or a pdf?
Griggs: It’s usually a pdf. Sometimes it’s like on a different website, but
sometimes it’s just an attached pdf like in keynote or it could be PowerPoint.
I get a wide range. Some of them are very well polished, they look like they’ve
been in front of investors, others are like done with them in PowerPoint. And I
think all this is to say that some of my favorite startup stories in Nashville
are people that you may have heard of now like ** for example, like they have
raised millions of dollars. Now they’re an instrument that, uh, you can put
your phone into and you can play any instrument using their device. Some fans
in Nashville have used the ** on stage and they’ve now gotten to the point
where they’re probably written in big publications more often than I would
write about them. But you know, when they just started out in Nashville, like
somebody had to find them. So I wrote about them a long, long, long time ago.
Another Nashville startup, there’s one that does lawn care. It’s almost like an
Uber for lawn care. Um, they started very young. When they started out, they
pitched me with like, I think just like maybe a one sheeter or a pitch deck or
something very light. And I had to sort of go out and keep following them and
dig for those stories. So I don’t know all this to say that I really like to
encourage people to just get started. I’m probably a little bit more
approachable. Like I don’t think that other media should or will give you
feedback like I do. And I try to keep it non-biased and according to my own
rules of my blog. But I will say that I would love to hear your stories in
Goodlett: So now we’ve heard about about what’s happening now. Catherine, I’m
curious about your perspective regarding how storytelling is evolving. Like
what do you see in terms of new ways that people are telling stories like
podcasts or social media? And also what are you seeing staying the same?
Seeds: So we are spending a lot more time looking at podcasts. I don’t know if
there’s any podcasters in the audience but we are starting to put you guys on
our media list because our clients are asking for that. It’s another new
interesting medium to, for our clients to tell their stories and also to share
on social media platforms inside. So we are really taking a close look at
podcasting. They’re more and more popping up every day especially in Austin. There’s,
there’s a ton of podcasts, a startup focused podcasts in Austin. Social media:
social media has always been there for us, but we’re really, um, trying to
build better relationships with the media that we work with on social media.
And not in an annoying way, but you know, if they are tweeting about something,
you know, or if they wrote an article about something interesting that had
nothing to do with any of our clients we might want to say, oh, that’s really
interesting or share that. It always goes back to developing really great
relationships with the media that you’re working with. Social media is a really
great, great way of doing that. And so we’ve been able to really kind of deepen
our relationships with the key media and also we get, you know, first insights
into people that are moving around. So someone that may be at Fast Company and
has moved on to Bloomberg and this and that, so we’re able to keep tabs of
what’s going on in there to help us tell better stories and tell the stories of
the right people.
Oliver: I just want to say that’s, that’s the most organic way to build a
relationship with someone who is a journalist, what you’re doing. And for me
personally, I don’t like pitch decks or pdf. If you can’t send like a quick one
paragraph blurb, then it’s probably a no go for me. But the most organic
relationships that I’ve built are the people who usually get features from me.
Like if you come to support me at an event and you need to spend a moment of
time with me afterward. And you tell me something interesting. I keep that in
mind. I’m also always listening to podcasts. If I hear someone on there and I
think, oh, that was really unique. I’m going to reach out to them for an
opportunity. So journalists are looking everywhere for the next story. So if
you don’t have, you know, an Essence or a Fast Company, that is fine. That
blog, that news letter, that podcast is another way that someone can be seen.
Seeds: I was just going to say one more thing. As far as things staying the
same and we kind of touched on it a little bit, but building the relationships
with the media is so important, no matter how you’re communicating. You know,
with you guys building those relationships and not, you know, just coming to
them when, when you need something. We found that we have better luck and I’m
sure you guys, you all are communicators, you find better luck in getting
things that you would want for your client or for yourself if you have that
relationship. It’s a two way street. So I really encourage you all to do what
you can to develop those relationships, whether it’s again, you know, talking
with them on social media, going to the events that they’re going to. We go to
a lot of trade shows for our clients and it’s a really great way to get face to
face. But again, all of this ties back to like, how can I help our clients or
my company tell a better story? And it really is ties back to developing really
Goodlett: Awesome. Thank you. I’m going to switch gears here. and pick up on
the Austin Nashville theme for the event. So, Kelly, I’m curious to hear from
you how you see storytelling supporting the growth of Nashville.
Griggs: That’s a great question. Look, we’ve been growing as a city far before
I came to Nashville. So I feel as a writer, like I am an observer and I’m only
telling the part of the story that I know how to tell. The part that I see in
the world. Back when I moved to Nashville in 2012, that happened to coincide
with the tech scene starting to grow really rapidly. Some of that was due to
local and regional investments. Some of that was due to accelerators starting
up. So that was due to coming off the flood and the last recession. People were
getting really comfortable and some of it was due to the success and the
stories that people heard from other places in the U.S. So, you know, when I
think about growth and where, where we go from here, I think there’s so much
opportunity. Part of the thing I get excited about when I’m telling a story is
that we are all part of it. If you’re here in Nashville right now. And I will
add that location really shouldn’t matter if you’re on the Internet, that
you’re in the conversation, so that kind of goes against like my, my regional
focus. But, in reality, you know, we all exist no matter where we are. And
since, you know, people are more interested in things like remote work and
longer maternity and paternity leaves and different people are interested in
different benefits that might apply. And that is really exciting for people who
live in places like Nashville. I think that is a very important emerging story.
So for us here, you know, starting a business, I don’t know, to me it’s never
been more exciting. But I would say that every year, since I’ve lived here, you
know, since I moved here in 2012. And I think the most important thing that I
see is that we are in charge of our own story. And that doesn’t have to be the
same as other places. It can be really our own brand and it can come from our
own place and it can come from our own history and our own experiences. And it
should be that way because we have our own identity.
Goodlett: Yeah. So that leads to a nice pass off to Catherine from Austin. So,
Catherine, I’m curious to hear from you how you’ve seen storytelling support
the growth of Austin.
Seeds: Well, I mean, I’m sure you all know it’s a huge tech hub, much like
Nashville is and is becoming. And it’s been that way since the 80s. I mean, um,
Dell computers started there, Twitter, got its start at South by Southwest. I
mean there’s a ton of really cool startup stories in Austin. And I think from a
storytelling standpoint, if like when we’re talking to companies and pitching
our clients, especially those that are based in Austin, that comes with a
certain cache. Oh, I’m from Austin! Or that comes from Austin! Oh, that’s cool.
Oh, I love Austin. Yeah, it’s the same thing with Nashville and we’re so glad
to be here because I feel like there is a lot of similarities between the two
cities. Because, again, you say, Oh, I’m from Nashville, I’m starting a company
in Nashville.. Oh, that’s cool. I’ve heard great things about Nashville. You
know, it doesn’t really change so much of like how we tell the story, but I
feel like it does kind of give us a differentiation when we’re pitching for
business because a lot of our clients that we’re working with are either global
or across the U.S. and so for them having someone in a tech hub like Austin or
Nashville is important to them.
Goodlett: Great. So the other thing that is true about this panel is that we’re
all women. So, Nicole, I would love to hear from you regarding why it’s
important for us to discuss diversity and inclusion as it pertains to the
future of storytelling.
Delger: Absolutely. You know, stories are how we make sense of the world. It’s
how we cooperate. It’s how we work together. I don’t know if has anybody read
the book Sapiens, it is a fantastic book. And you know, his whole thesis is
essentially, you know, we’re an animal and the reason that we were able to be
the dominant animal is our ability to work together, to cooperate and to tell
stories. So when we talk about the importance of inclusivity and whether it’s
women or people of color or people who have been disenfranchised, when they
don’t have the ability to tell the story and to shape the narrative then they
don’t have the opportunity to create the world that we all want to live in that
is different than the narrative that we’ve been told for hundreds of years,
thousands of years, by whoever was in charge at that given time. I think that’s
really interesting. We have to make sure that a lot of voices get to shape and
get to tell their stories so that we can create a better world for everybody.
Goodlett: So then Brittney, I’m curious to hear your response to that same
question. Where do you see diversity inclusion being important to the future of
Oliver: It’s important because it’s impactful. Like I said earlier, it really
makes a difference for a minority owned businesses when your story is told. And
so I want to give a, a quick story about just my experience moving back to
Nashville. So I lived in New York for seven years and diversity and inclusion
is such a big topic in New York. It’s something that everyone’s talking about.
All the companies are really trying to make changes. But when I came back home
a year ago, I noticed that conversation wasn’t happening here. It wasn’t loud,
people weren’t really making noise. And when I looked at the publications here,
I didn’t see a lot of black owned businesses featured in the publications. I
kind of made it a priority to be that vessel for those black owned businesses
and for minority businesses. So for example, Ashley is here today,. She has a
website called Urbanite and she really highlights a lot of the businesses that
are left out in those major publications here in Nashville. And because I’m a
subscriber to her newsletter, I came across Nicole, who is the owner of
Clarity, which is a candle shop. And I loved her story. I pitched her to
Nashville Lifestyles and she’s in the current business, women in business
issue. That’s something that was important to me to see more diversity in that
magazine and to see more diversity just throughout Nashville, but it’s so it
will change her business being featured in that and it will change other
people’s businesses. And so diversity inclusion, really being able to tell
those stories is impactful. There’s a Nashville mother and daughter team, Mixtroz,
well, they just moved but I featured them in Essence. I featured them in
Dssence and they were really close to hitting the million dollar mark raising
money. After essence, they hit that mark the next week. You know, so you can
leverage those things. That’s how much your story being featured being featured
in major publications as a minority can help. And so when people say no, it
doesn’t matter if you have press or not, it does. It really makes an impact.
Delger: I love what you’re doing. The voice you’re bringing because we talk
about how Nashville is booming and we want to make sure that it’s booming for
everybody, that everybody is, you know, because there’s so much industry coming
in here, like tech, and I love that you’re telling those stories and you have
that forum because it’s so critical at this key time for Nashville, for
everybody to get that lift.
Oliver: Yeah. Nationwide, nationwide, the numbers don’t lie. You know, we’re an
all women panel, but in business and major companies, you don’t see women on
the C-suite like that, right? So telling those stories are important. It really
can change the game. It starts to challenge what’s happening in corporate
America, right? And it starts to make people see different things about what they’re
doing. And so the numbers don’t lie. You want to be impactful. We want to make
change in our culture, in our communities. So definitely diversity and
inclusion is a big deal.
On any given day of the week, whether commuting to work, folding laundry or walking the dog, chances are I’m also listening to a podcast. And I’m not alone – eMarketer estimates that in 2019, 76.4 million people in the U.S. will listen to podcasts. According to that same research, close to one-third of weekly podcast listeners listen to six or more podcasts each week. Hey, that’s me!
I can’t remember exactly what my first podcast series was – maybe Serial? But I’ve been hooked ever since. It may have begun with true crime, but the shows I subscribe to have become more diverse over the years. Topics now range from news and business to faith, parenting, and reality television commentary (which may or may not be related to “The Bachelor” franchise).
There’s so much great content out there, and only a limited amount of time in my day to listen, but I thought I’d highlight a few of my favorites. If you don’t have a regular rotation of shows in your podcast feed, give any one of these a listen.
“The podcast about Texas and all the people and things that make it so darn…Texan.”
Hosted by Texas Humor‘s (and my real-life friend) Jay B Sauceda, Y’all Need This Podcast dives into really important topics, such as Whataburger vs. In-N-Out, who has the worst traffic in Texas, Texan stereotypes, and commonly mispronounced “Texan” words. Though we’ve expanded outside of the Lonestar State this year, Texas is in our blood here at Ketner Group – our standing “(Breakfast) Taco Tuesday” is proof.
“This is how the news should sound. Twenty minutes a day, five days a week, hosted by Michael Barbaro and powered by New York Times journalism.”
Produced (you guessed it) daily, this podcast is one that I cherry-pick episodes to listen to, given the topic. I enjoy the style of reporting and how the interviews and sound bites bring the headlines to life, adding more context and background than what a news article could convey.
“A political podcast hosted by women from both sides of the aisle who refuse to see each other as the enemy.”
Another one of Pantsuit Politics’ taglines is “the home of grace-filled political conversations.” Listening twice a week has helped me to process the news with more nuance and compassion – these girls are my go-to voices for understanding a variety of perspectives, especially in a political climate that feels divisive. I look forward to having these “friends” in my ears for the upcoming 2020 election, too.
Podcasting might be a worthwhile marketing channel for your business, but your level of involvement is really a judgment call. Should you start a new podcast? If not, will you seek opportunities to be a guest on other relevant shows? Or, does it make more sense for you to advertise on a podcast that caters to an audience of your potential customers?
Start A Podcast From Scratch
Producing a podcast on a regular cadence is a lot of work. You have to invest in the right recording equipment and editing software to ensure sound quality. The time you spend securing guests, prepping for interviews, and then recording, editing and promoting your podcast episodes adds up to time not spent on other marketing priorities. It might spread you too thin, or require you to hire someone to manage it.
Before you jump head-first into starting a podcast, I’d also recommend scanning the horizon for what’s already out there. Are a number of shows already covering the topics and perspectives you would? What is unique about your podcast that would make it stand out? Consider your niche and then move forward (or not).
Advertise On An Existing Podcast
I can’t speak personally to the ROI of businesses advertising on podcasts. But as a listener to many podcasts, I can tell you that they work for me as a consumer. My birthday is right around the corner, and because I can’t seem to get away from the podcast advertisements for them, Rothy’s shoes are at the top of my wishlist. I know that may seem like a trivial example when what your B2B business is offering costs quite a bit more.
However, my perspective is this: podcast listeners trust podcast hosts to be particular about who gets to advertise with them, and customers are likely to respond to relevant, high-value products and services. In fact, 54% of podcast listeners are more likely to consider buying an advertised product. For more reading on the topic, take a look at Marketing Dive‘s “Is podcast advertising effective?”
Pursue Opportunities To Be A Podcast Guest
When it comes to participating in podcasts as a guest, I say go for it – but only if it feels right to you. Before approaching a seemingly relevant show, listen to a number of episodes and picture yourself or a company executive as the guest being interviewed. If it feels like a stretch, it probably is. Also, podcasts want to tell interesting and insightful human stories, so they’re not going to give you a platform just to talk about how great your product or service is. Reel in the host with a client success story, as we did with our client Elo when Total Retail Talks interviewed their customer California Closets. Or position your spokesperson to talk to a larger industry trend.
There’s real momentum behind the podcasting movement, and audio content as a marketing tool is a trend we’ll continue to explore on behalf of our clients. Yesterday, Modern Retail also wrote a story about retail brands turning to podcasting, if you want to check it out.
If you’re a podcast listener, we’d love to hear about your favorites! And if you’re not, consider this your invitation to start listening.
One of the first questions we ask clients is “what does media relations success look like to you?”
As you may expect, the answers vary throughout – and with good reason. When it comes to media relations goals, not all strategies are created equal. Why? It’s because clients across the board have different goals, which makes each media strategy highly unique. As we work with clients on their media strategies, we use the following key points to get the planning started:
Media Relations Question #1: Identify Your Target Audience
Whether you are a B2B or B2C company, identifying your target audience should be the first step. Who do you want to connect with? The publications you go after will vary depending on if your desired audience is the C-suite, baby boomers or Gen Z. While top-tier publications such as WSJ, CNBC and USA Today should be a top goal, it’s important to not discount the trade publications.
Trade publications reach a particular audience that may be interested
in learning more about your niche or product. As such, it’s important to
identify the exact audience you wish to reach in order to move the needle for
Question #2: Identify Your Key Conversation
The next question we ask clients is to identify the conversations they would like to own, be a part of and even stay away from. In the world of media relations, thought leadership is key. Companies can drive thought leadership by offering compelling insights that journalists cannot attain anywhere else.
As a best practice, we ask our clients to be highly targeted within their thought leadership approach. As American philosopher Nicholas M. Butler best put it, “an expert is one who knows more and more about less and less.” By identifying their key conversations, clients can highlight their expertise and garner the type of media coverage that will drive positive exposure.
Question #3: Identify Your Top Publications & Media Contacts
The final step is to narrow down the journalists and publications your company will build a relationship with. As the term ‘media relations’ infers, thought leaders should build genuine relationships with key media contacts that cover their space.
Receiving an average of 300 media pitches per day, journalists have limited capacity to sift through every email and pitch. As a best practice, we recommend working with our clients to build a list of the top 20 journalists that they will build a relationship with beyond just a single pitch. For example, going beyond the pitch means that our clients will work to actively follow their columns, connect with them on social and whenever possible, meet with them in-person to discuss different industry trends. The more a journalist knows about a company and its thought leaders, the likelier they are to reach out next time they need a source.
Working Toward Meaningful Coverage
Cracking the media relations world can be a tough task without the proper knowledge and direction. However, by working to answer the first initial questions, companies can set the foundation for a strong media relations strategy that drives meaningful coverage. Learn how to drive meaningful coverage for your business by asking these three questions about your media relations strategy.
In the world of B2B PR, it’s an age-old question, “How does media coverage drive leads?” But the better question is, “How CAN marketing teams use media coverage to drive leads?” And Ketner Group has the answers for you.
The hard part is securing the media coverage, and we can do that for you. Once you have a great mention, the easy part is using that media coverage to drive leads. And lucky you, we can help with that too! To help you get started, we’ve pulled together a list of four easy, and mostly free, ways to do just that.
Share and Share Again
When it comes to social, most of our clients have the “share” step down. When we alert clients to a new piece of coverage, for the most part, they quickly share it to social. But that’s it.
That brings us to “share again.” Whether on LinkedIn or Twitter, social teams should share great coverage time and time again. There are a number of opportunities to bring coverage back to life on your social channels. As you roll out new marketing campaigns or a related trend appears in the news, continue to share the media coverage on social. Rather than simply copying and pasting the original content, tailor each new post to the specific campaign or trending news topic.
Post on Your Website
Along with social, posting coverage to your website should be one of the first things you do when a new mention appears. Media coverage should have a home on your website; either in the same newsroom where you post press releases or on a separate coverage page. Either way, it needs to be visible.
But don’t stop there; use the coverage in your blog. This may mean using coverage as outbound links in relative posts, creating a monthly roundup of news, or for contributed content such as bylines, writing a short blog summary to drive more eyeballs. In addition to outbound links to the coverage itself, blogs should include a CTA that drives your readers to additional gated content on the topic or to request a demo.
Leverage for Email and Newsletter Campaigns
Every B2B company needs to use email and newsletter campaigns to drive leads. One of the most challenging parts of these marketing campaigns is creating engaging, relevant content. Luckily, our editor and reporter friends have done that part for you.
Use this content to feed your lead generation engine. Media coverage carries an authenticity that pure marketing content usually lacks. Your targets are likely to pay more attention to what someone else has to say about your company, solution or the problem you’re trying to solve. Use this to your advantage! Like blogs, include not only a link to the coverage, but also a call to action (CTA) to drive prospects to your website and gated content.
Create a Content Library and Share Internally
Finally, make sure everyone in the organization, from the C-suite down, is aware of coverage and empowered to share it. Create a library of content and assets for team members to easily share via social, email or even print as a leave behind for in-person meetings and events. There are anumber of tools for marketers to enable their teams to find and share content.
How NOT to Use Media Coverage to Drive Leads
Do nothing. That’s what you shouldn’t do when it comes to using media coverage to drive leads. It’s true, from time to time that approach might work. You may be one of the lucky few who make a big splash and suddenly every big-name prospect is knocking at your door. But that’s not the usual reality. If you want to drive great leads, leverage your media coverage — third-party validation is one of your best marketing assets.
Need help? Ketner Group can help you secure great media coverage AND amplify that coverage to drive leads, contact us to learn more.
As many will say on a Monday when they can’t seem to speak
correctly and need their morning coffee, “words are hard.” However, at Ketner
Group, content development is an essential part of our DNA so we welcome the
challenge. We’re proud to be the stewards of the words, the prose pros and the scribe
tribe. When it comes to putting our clients on the map, we use our writing
skills to give them a voice and ensure their stories rise above the noise
through strategic, engaging content.
Although we fancy ourselves veterans of the craft, the writing process can be tough – especially when it comes to getting started, staying focused and tackling multiple projects in a timely manner. To offer our faithful readers some writing tips for building exceptional content, I asked some of the Ketner Group team for their most effective processes.
Getting Started With a Brain Dump
Sometimes it’s easier to start with an abundance of
information and work your way down. As such, when I start a writing project, I dump
all of the relevant collateral and resources I can get my hands on into a
document and then begin chiseling away. This helps me find the story and craft
it into a cohesive and impactful piece.
After including a plethora of information into her document, Mikaela likes to create headline and subheads first (of course, they’re subject to change and most of the time they do) to get a good starting point and a way to stay on track while writing. She also will write a topic sentence for her own reference before she starts digging into the content to help stay on track and prevent getting off topic. Meanwhile, Catherine takes a creative angle to keep things fresh and engaging by starting her intros with a fun theme or quote that will guide her throughout the piece – this process can be seen in full force in her recent Forbes article.
To Outline or Not to
It’s the classic question that we all face in our careers – as certain as death and taxes. Some of us like to develop a full outline initially while others just get writing. In fact, in a poll of the entire KG team, we’re split right in the middle – half of us outlining, half opting not to. Kirsty finds value in it for certain projects, especially while writing a webpage, where she decides what she wants to write in a more visual manner. Once the outline is done, she usually lets it sit for a day or two, allowing her to come back with a fresh mind, and begins fleshing out the content and editing directly from the outline.
Many might say, there’s no better time than the present…but
that doesn’t always work when we have countless priorities at once. Finding the
right moment to begin your writing project isn’t always easy. Some of us write better
at different times of the day so it’s important to find what time is right for
you. For example, if other projects are getting in the way, make sure you knock
those out first and set time aside on days when you aren’t as busy such as
Friday afternoons, early mornings or whatever works for you.
While some work better under a strict deadline, setting
short term milestones can help others who are having trouble keeping the
content development ball rolling and want to avoid being overwhelmed right
before a deadline. This includes creating short to-dos with deadlines
throughout the week. For example, plan for your outline to be completed by
Tuesday, draft on Wednesday, send colleagues for review on Thursday and send to
client by Friday.
For those of us who need noise in the background, the most effective way to stay focused is listening to certain types of music. Amanda will often listen to white noise, instrumental music and brown noise. I tend to listen to instrumental music like jazz (John Coltrane’s album “A Love Supreme” is a great one), foreign (groups singing in another language, such as Tinariwen and Shintaro Sakamoto) and anything with a driving rhythm or R&B (lately Solange, Nilüfer Yanya and Blood Orange but William Onyebor, Fela Kuti and Talking Heads are always classics for me).
However, my go-to and most effective song is 45:33 by LCD Soundsystem. The almost 46-minute song, commissioned by Nike for runners, keeps me focused through its ebbs and flows and acts as a timer so I know it’s time to focus for that period of time.
Other Writing Tips from the KG Team:
Eliminate distractions: Close Outlook, Slack, iMessage and put your cell phone away.
Set a timer: Crank out content for a set amount of time (perhaps 30-45 minutes). Then you can allow yourself a 10-15 minute break to check email, scroll through Twitter, grab a snack, etc. before diving back in.
Get a little help: Since sometimes we all lack self-control, I’ll occasionally use the Self Control app to blacklist distracting sites such as Twitter and Facebook.
Get outside: Stuck on an idea and can’t figure it out? Step outside, go for a walk and clear your mind for a bit. Finding a friend to join also helps since there’s no process more productive than a good ol’ walk and talk.
Caffeine: As always, the java-heads out there need their coffee. Sitting down with a good cup o’ joe or tea can keep you wide awake and ready for the unpredictable journey of content development.
There’s no right or wrong when it comes to content development. In fact, the way we see it, if you’re not writing…you’re wrong! At the end of the day, becoming a great writer is all about finding out what works best for you. As such, we hope these writing tips will help you stay focused and in the zone for your next project.
I grew up a diehard sports fan in Boston. Spoiled rotten by now, the city’s motto in those days was, “there’s always next year.” It was an unfortunate existence, but one that leveraged optimism to handle the frustration of defeat. Fast forward to this week when I tuned into a Red Sox spring training game. I was struck by the unique approach sports leagues take to prepare for the nature of business. There are dates and processes that define team building year in and year out. Spring training gets players and coaches comfortable with the daily grind. It establishes routines and provides the practice that teams need in order to win more often than not throughout a grueling season. And it dawned on me that within this rigid structure lies a key lesson for all PR pros.
Living in Organized Chaos
I’m lucky to work for one of the most successful retail technology PR firms in the country. With that, every day brings a new schedule, new challenges and new opportunities. It’s a job that requires preparation, organization, dedication and creativity. Yet, unlike professional athletes, we don’t get an offseason to reset and refocus. With limited regularity to our days, it can be hard to establish effective systems and frameworks that withstand the pressures of day-to-day expectations. Superstitious baseball players would probably hate it.
Superstition is a funny thing, really. Most athletes know that putting on their socks in the wrong order doesn’t shift the balance of the universe to mandate their failure. Rather, they understand the need to establish routines that create consistent triggers in a chaotic profession. Yes, they have endless travel, non-stop media attention and families to raise. But little routines help them find stability in the chaos. With a sense of control comes the ability to handle changing environments, situations, and opponents.
Establishing Productive Habits
This approach can teach us something about our own work. As you do your own personal and professional spring cleaning, think about ways that you can declutter your daily schedule. Look for ways to take control of your morning routine. Analyze your lunch break, the way you spend time between tasks, emails, client calls, and everything else you regularly do. You’ll quickly notice that among the chaos, there are plenty of opportunities to take control, find the calm and establish consistency.
The arrival of spring is a played-out analogy for new beginnings and new growth. Indeed, the optimism driven by longer, warmer days offers a notable divergence from the dutiful commitment to New Years’ resolutions made during the pits of winter’s misery. But growth doesn’t have to come from establishing visions of grandeur or reaching lofty goals. Rather, it can simply mean finding the little things in your day that trigger success, that bring regularity, comfort and calm to a hectic day.
So, put in the work to do the little things right. Do them every day. Do them right. Ultimately, you’ll establish routines that last a lifetime. Next spring when they start over once again, you’ll already be hitting home runs.
“Don’t judge each day by the harvest you reap but by the seeds that you plant.”
– Robert Louis Stevenson
This blog post was written by our intern, Meghan Farrell.
Starting a new position can be a daunting experience. You don’t know the company culture yet, you have many new faces and names to learn and you aren’t quite sure what an Account Executive even does. These are all common worries that new employees have when starting a new position – and that’s completely normal. However, there are some tips to keep in mind that will help make starting your new job less stressful. Let’s talk about some ways to successfully prepare for starting a new position.
Do Some Digging
Although you probably learned about the position during the interview, it doesn’t hurt to do some digging. Check out the company’s LinkedIn or team page on its website and find someone with a similar position as you. Once you find that person, check out some of the work they have been doing or subjects they have been writing about. This can help you access what you’re in for or topics that might be relevant to learn more about before your start date. At the very least, research some of the publications the company works with or shares on its social platforms and get familiar with the trends in your respective industry. By doing prior research, you will have a better idea of the dialogue that occurs in your new position.
Don’t Be Afraid of the Unknown
Starting a new position usually means doing things you have never done before – and that’s a good thing! You want a job that challenges and pushes you into the unknown because that will help you grow as a professional. You never want to get too comfortable with what you are doing because you then risk getting left behind. Take on some things you aren’t familiar with because getting as much experience as possible is beneficial, even if it doesn’t seem to fit your current role or field. Volunteer to help with clients you haven’t worked with before or projects that are new to you when you have the time. Through taking advantage of these opportunities, you will get familiar with the things the company does on a daily basis.
Confidence is Key
Although you are the new guy or girl at the company, that doesn’t make you less important than other employees. You have the skills and qualities that the job requires and you were chosen over many other applicants. Remember that when you begin your new position. It’s normal to feel like you’re at the bottom of the food chain as the new employee, especially when you’re young, but you have worked hard to be where you are and deserve to be there just as much as everyone else. However, there is a fine line between being confident in yourself and coming off as cocky, so make sure to keep that in mind. You want to let other employees know that you mean business without leaving a bad taste in their mouths because you will be working closely.
There’s No “I” in Team
No matter the position you are starting, you always want to be a team player. While being able to work individually is important, being able to work in a team setting is key and will benefit you throughout your job, especially as the new employee. Employers want to hire people who will increase the value of the organization as a whole, and that can’t be done single handedly. It requires the help and collaboration of many people, and you want to be a part of that. Additionally, the more you network, the more resources you will have as you adjust to your new role.
Hit the Ground Running
Although you may be nervous, the best tactic to start off strong at a new position is to hit the ground running. Find areas that may need improvement within the company and make suggestions on how to make them more frictionless. If there was a program that your previous job used to speed up daily tasks, let your employer know! Do research on ways other companies are doing things and suggest them at the next staff meeting. There are plenty of things you can do that let your employer know you are innovative and want to contribute to the advancement of the company.
As scary as starting a new position can be, it’s ultimately a positive thing and a great opportunity to grow as a professional. So, when you’re walking in on your first day with sweaty palms, remember some of these tips and tricks to get off to a good start. Good luck!
As Talladega Night’s Ricky Bobby avidly proclaims in a pronounced southern accent, “If you ain’t first, you’re last.” While this quote cracks me up, it rings quite true in a rapid response scenario. If you’re not among the first to provide a comment after news breaks, chances are, you’ll get lost in the noise. However, speed is not the only component of a successful rapid response formula. To garner media mentions, your rapid response should be prompt, include unique insights and highlight pertinent data.
While this is easier said than done, PR professionals can follow a few tips and tricks to ensure speed when sending out a rapid response.
Tip One: Monitor the News
Effectiveness in the rapid response world means keeping an eye on breaking news. This step requires you to think like a journalist. As a best practice, we recommend looking at your top 15 media contacts and analyzing what topics they regularly cover. For example, if they cover retail and technology, do they cover breaking news from retail giants like Amazon and Walmart? If so, the best way to offer timely and relevant rapid responses is to go straight to the source.
For example, publicly traded companies issue press releases and hold quarterly earnings calls, which journalists usually attend to get the scoop. Therefore, by making the time to read the press releases and attend these calls, your company can stay ahead of the curve on breaking news and deliver a speedy and timely response.
Tip Two: Figure Out Your Unique Position
Once you gain understanding of the breaking news, it’s time to figure out what to say. You may have to decipher whether media contacts need an analytical point of view, a forward-looking prediction, or an explanatory statement that discusses what this breaking news means. Remember that your rapid response should add value to the journalist’s story. Once you figure out your position, it’s time to bring in data insights to back up your statement. The more unique the data, the better, as it will help both journalists and readers understand your company’s point of view and help establish you as an expert source.
Tip Three: Craft Your Response
Now that you have all your components, it’s time to craft your rapid response! We typically recommend sending journalists a paragraph or two that can easily serve as a quote. Within these paragraphs, focus on what is important and unique. Rather than summarizing the breaking news, acknowledge it and provide your statement with key data insights.
When it comes to the perfect rapid response formula, remember to think speed, insight and data. As you start to think like a journalist, you’ll understand what the media needs for their next breaking news story.
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