You Know You Work In Tech PR When…

Tech PR offers constant opportunities for jumping on news and trends. And, yes, PR people in general are always “on,” because we’re subconsciously or overtly thinking of ways to bring clients into the conversation or use news to generate coverage. But tech PR takes things to a different level because of its constant innovation and dominance of the news.

In fact, if you agree with one of maybe all of the following statements, you might just work in tech PR…    

  • You always have multiple news outlets open on your browser, especially The Information, TechCrunch and Digiday.

  • When news breaks, you rush to Twitter to join the conversation.

  • The words “angel,” “cloud,” and “streaming,” mean something different to you than to most people in your family.

  • You secretly hope you’ve been shadowbanned on Twitter.

  • You can write a funding announcement press release in your sleep. 

  • Advertising Week is your favorite week of the year, especially when your clients are hosting a panel on hot topics like privacy regulations or streaming content wars.

  • You catch yourself using phrases like “I’ll circle back with them” and “Let’s revisit this conversation” in everyday life. 

  • Your phone has alerts set for topics like “ransomware”, “GDPR” and “viewability,” the better to hop on newsjacking opportunities. 

  • You find yourself sending calendar invites to your friends for social events so you don’t overbook yourself.

  • You’ve answered half a dozen emails marked “important” before you get out of bed in  the morning. 

  • You are subscribed to numerous Slack channels for different accounts and are in constant communication with your team all day long. 

  • It’s not uncommon to be in a texting relationship with all your clients. 

  • You often explain to friends and family that you need to have the ringer on your phone on because you’re waiting to hear back from a reporter about an interview. 

  • You get excited for even the most minor upgrade of a tech product or operating system and dream about the day when 5G is everywhere.

  • You figure out how any press conference, panel, or client event can make a good photo opp for social media and marketing materials. 

  • Explaining the difference between buy side and sell side in programmatic advertising is one of your favorite hobbies.  

  • You’ve lost count on how many times your conference line has been double booked and had another executive jump in on your media call. 

  • Getting drinks with your tech journalist friends was a regular pre-COVID occurrence, but on a good week it ended with karaoke. 

  • The baristas at Starbucks know your order by heart because you start your day with a Venti Cold Brew before your first media call.

  • You have the ability to turn any problem into an opportunity. 

How do you find yourself incorporating PR into your daily life? Let me know on Twitter @colleeno_pr

Verizon Media Wins Big at Adweek Readers’ Choice: Best of Tech Awards

Exciting news for our client Verizon Media! Earlier this year, it was nominated for the second annual Adweek Readers’ Choice: Best of Tech Awards. These awards recognize the top advertising and marketing technology providers, all voted on by readers. Verizon Media brought home an unprecedented four awards — for best demand side platform, supply side platform, ad network: video and ad network: mobile. Congrats!

Read more about the winners here in Adweek: https://bit.ly/3jPfHZ9

Goya And The Art Of The Brand Boycott

The consumer boycott is a time-honored tactic for those who seek to force political or social change. But do boycotts ever work?

Consider the recent backlash dished out to Goya Foods CEO Robert Unanue after Unanue participated in a White House roundtable on economic and educational opportunities for Hispanic Americans. As he announced Goya’s involvement, Unanue praised president Trump’s leadership, commenting that the country was “truly blessed […] to have a leader like President Trump, who is a builder.” Unanue went on to compare the president to his immigrant grandfather who had founded the company he now runs.

The reaction to Unanue’s words among many Hispanics was predictable and swift. Boldfaced names from Alexandra Ocasio Cortez to Lin-Manual Miranda tweeted in support of a boycott with hashtags #goyaway and #boycottgoya, with accompanying media coverage.

The Hispanic Federation released a statement criticizing Unanue’s comments in light of the president’s track record and rhetoric about Hispanic immigrants. To many boycotters, the company CEO’s words were simply at odds with the values and well being of its core customers.

When a boycott sparks a buycott

Yet, just as quickly, Goya’s proponents pushed back with a grassroots tactic of their own. Many tweeted urging a #buycott of its products, with one notable GoFundMe raising over $300,000 to buy Goya foods for donation to the needy. The president’s daughter famously got into the fray, and just like that, black beans become a political statement.

One irony of the situation was that Unanue was at the White House to announce Goya’s donation of a million cans of chickpeas and another million pounds of goods to food banks – a part of its admirable history of charitable contributions that was lost in the sauce of mutual recrimination.

Goya was clearly unprepared for the fuss, as its handling of a friendly phone interview with The Wall Street Journal showed.

Through all of this, I can sense the PR woman fret, and I hear a scolding administered to Mr. Unanue in the background. The communications team’s risk-aversion becomes even more evident after the interview is over, when Mr. Trump and his daughter Ivanka tweet photos of themselves posing with Goya products. I email Mr. Unanue on Thursday asking for comment on the endorsement, and he responds with an expression of gratitude to the first family.

An hour later I receive an email from a different PR woman: “We’d like to retract and edit that quote immediately. Please see below for the approved quote.” The approved quote makes no mention of Donald or Ivanka Trump. Two more hours go by and I get yet another email from PR, retracting the reworked quote altogether.

Never say those PR reps don’t earn their salaries.

Brand boycotts rarely succeed

So, who’s winning the PR war here? Between the pro-boycott noise and the #buycott clapback, the Goya situation may be something of a draw. The fact is that most boycotts fizzle out. And experts say they don’t usually harm the bottom lines of the brands or companies targeted. Barely a quarter of them result in desired change.

Yet the goal of a boycott should be in the media coverage and brand reputation harm (or benefit) it generates. A study by Mary Hunter-Dowell and Brayden King shows that. A successful boycott isn’t about lost sales or financial pressure. It’s about negative media headlines that persist. “The no. 1 predictor of what makes a boycott effective is how much media attention it creates, not how many people sign onto a petition or how many consumers it mobilizes,” notes King.

A clash with brand values can stick

In my view, the bad PR is effective when it runs counter to a corporation’s character or values. After Stephen Ross, majority owner of Equinox and SoulCycle, hosted a Trump fundraiser last summer, both brands were targets of a celebrity-led boycott. A data analytics company that tracked SoulCycle signups concluded that its business slumped in the weeks following the controversy.

What made the difference? Brand image, for one. As “lifestyle” brands with large LGBT followings, Equinox and SoulCycle count on being status symbols – or at least they did in pre-COVID days. The brands also convey social responsibility commitment in their marketing, sponsoring progressive and LGBT events, so the fundraiser made them seem hypocritical at best.

By that logic, the Goya brand controversy will simmer on, because the food fight isn’t over. The Trump campaign has seized on the boycott as a proxy for the latest culture war, producing Spanish-language broadcast ads that highlight the “shameful smear campaign” against Goya in Florida.

It’s a canny move. If the president and his advocates can link the Goya controversy to cancel culture and intolerance among progressives, they can win. If, on the other hand, Goya’s critics align it with the administration’s anti-immigration policies and racist attitudes to paint the CEO as hypocritical or callous, they will have elevated the boycott to a movement that’s above partisan politics.

As Americus Reed of University of Pennsylvania’s Wharton School writes, “If the boycott reflects a movement — rather than a moment — it can change the world around it.” Stay tuned.

PR Tips On How To Be A Rockstar Panelist

Executive visibility is a key component of any sound B2B PR program. It’s no coincidence that executives at market-leading companies consistently show up on hot-topic panels. Among our clients, it may be digital tech conferences like Advertising Week, trade group panels like those staged by ANA or IAB, or their own hosted discussions. For up-and-coming B2B brands, panels offer the opportunity to cultivate real brand voice, credibility, and a point of view, all of which reinforce competitive advantage. 

Public speaking is also a great way to build a personal brand. Taking the stage in front of the right audiences has tangible business benefits, because it helps position both executive and company as an authority in its space. Sharing a podium can also connect executives with key industry players, put them in front of media they wouldn’t otherwise meet, and even aid in new business development.

As the conferences and awards manager at Crenshaw, I spend a lot of time helping our B2B tech clients win thought leadership speaking gigs at conferences. But getting the gig is just the beginning of the hard work. Most tech people have attended a panel that was awkward, uneven, or just dull. Here are some guidelines to avoid being the panelist that makes an event go south. 

Don’t underestimate the performance element

Some younger founders or CEOs may underestimate the responsibility that comes with being the public face of the company. Audiences at INBOUND or SXSW don’t only hear a spokesperson’s words; they pick up non-verbal cues that help them form an impression of your company. No pressure! If inexperienced at public performance, an executive spokesperson should prepare and practice, and remember some fundamentals. Keep the microphone about one inch from your mouth, for starters. Speak as you normally would, with just a little bit more; enunciate clearly and project to the back of the room. Assume a sturdy posture, sitting up straight and remaining attentive even when not speaking. If any of this sounds intimidating, an executive should not hesitate to call on PR pros for formal speaker training.

Get the lay of the land

A speaker should never accept a role on a panel without knowing who the fellow panelists are and what they stand for. Make sure you research the panelists and moderator and get to know their points of view on the topic, so you have an idea of where the conversation might go. Most moderators conduct pre-panel phone call meetings to prep for the event. If they do not, certainly request a list of questions from the moderator. In any case, your PR team should prepare a detailed briefing document with extensive info on the background of the participants and potential questions and answers. 

Follow etiquette and protocol

One of the long-term goals of panel speaking at industry events is to become a go-to source both for conference programmers seeking seasoned speakers and reporters looking for expert commentary. It’s also an opportunity to build your personal reputation, naturally. The goal is to establish yourself as not only smart and insightful, but helpful, professional, and respectful. A speaker should never show how annoyed they are with a fellow panelist by making gestures or shifting in his seat, nor should they interrupt a moderator or panelist, or an audience member during the Q&A. The best panelists are always enthusiastic about what is being said and never appear disengaged. 

Educate, don’t sell

If you’re a real thought leader, you have to do just that. Lead – by offering information and insight. One of the keys to winning solo speaking sessions at tech conferences is to pitch a talk that is free of advertisements for the company or its solution. Panel discussions by their very nature are not commercials. Panelists should not even try and slide in any backdoor plugs for their brand. Sharing real actionable expertise on relevant topics is the best advertising in any case. This applies to company-hosted panel events just as much as conference panels.

Be gregarious, but don’t bogart

A panel discussion is a chance to shine, so if charisma is a quality you have, let it breathe. That said, it reflects poorly when an executive tries to pontificate or hog the stage. Wait your turn and answer questions in a straightforward manner. But don’t be afraid to briefly take the discussion in a new direction – if it’s relevant, entertaining, and interesting. A panel gig is a terrific networking opportunity, so thought leaders should get chatty before the actual session to connect with fellow panelists and moderato. Feel free to linger after the session to meet audience members as well.

The best thing about appearing on a panel is that it tends to lead to more invitations, so it pays to chart an overall executive visibility plan aimed at gaining higher-visibility opportunities as time goes on. Every appearance is a building block in a larger PR and reputation strategy. 

PR Tips For Ad Tech Companies

Despite the consolidation that ad tech and the PR agencies that serve it have seen over the past several years, the space remains extremely crowded. You can see this by taking a quick look at the evolution of the Lumascape–every year it grows. There are now thousands of companies that specialize in digital advertising, creating a lot of competition for partners and vendors. Not only are there the giants– Amazon, Facebook, and Google– who gobble up most of the dollars, but there are smaller companies that are more niche in the solutions the provide. Many focus on specific areas like channels or identity. To stand out from a crowd of thousands, companies need to put their best foot forward with the right ad tech PR. We recommend the following tactics to help ad tech businesses differentiate themselves from competitors. 

Offer a distinct point of view on hot-button issues

Nothing gets more attention than a contrarian viewpoint on a hot topic in the news. PR should monitor accepted points of view is for relevant topics and check to see if any members of the senior team feel differently. Note that the POV needs to be authentic, however; a quick take for the sake of being contrarian won’t work if it isn’t thoughtful and sincere. A POV offers currency for proactive pitching as well as content development. If your company is willing to say what others won’t, you have found a megaphone. 

Share relevant and timely data

Just as with targeted advertising, data is the holy grail of ad tech PR. Reporters love data and prospective clients are won by seeing interesting data pulls in the trade and business press. Additionally, pulling data internally can be a great way to keep the company involved in the news and add value to those who report on the current news cycles. 

Build strong reporter relationships

There isn’t an infinite list of reporters covering ad tech. Ad tech PR isn’t like consumer PR where you could be hitting up different people every day, and it’s impossible to keep track of changes without a deep database. We’re talking to the same 20 to 30 people every day. It is very much worth a company’s time to build relationships with reporters. This includes giving them commentary that may not be directly tied to your business, letting them pick your brain and even allowing off-the-record conversations to give background. These relationship-building moments are key to telling your story. 

Clients need to speak

Many reporters aren’t willing to write a story about a technology provider without an advertiser or publisher willing to speak about the value proposition. It makes sense. They want to see third-party validation to understand just how valuable the technology is to the industry. Vendors that set up programs with their clients encouraging them to participate in media opportunities earn greater share of voice and more placements in higher-tier publications. 

Think outside the B2B box

PR doesn’t just need to be pitching over email. Weshould get creative with tactics. When it was announced that Chrome was phasing out cookies, we had a client send a mailer to key ad tech reporters with actual edible cookies and an explainer on their viewpoint, which, of course, was distinct and interesting. That mailer helped differentiate their offering and build relationships with reporters well into the future.

Have any other tips for breaking through the noise? Reach out and let me know. 

Tech Tools Every PR Professional Needs To Succeed

With news cycles changing moment to moment, the savvy use of simple technology tools by PR professionals has never been more important. But with many services available and tech evolving rapidly, picking the right software can help boost strategic communications for a brand. Below are a few tools every PR pro should master to maximize efficiency and score points with internal or external clients.

Cision

Cision is the go-to information hub for PR professionals in need of quick and verifiable information. Whether you’re trying to find the email address of a specific reporter, produce a wide list of targets that cover a particular subject or track all mentions of a certain story, Cision helps users distribute, track and analyze data at record speeds. In addition, Cision’s wide-ranging features, such as influencer identification, press release distribution and media monitoring, offer PR pros the opportunity to keep on learning new tips and tricks, whether you’re a newcomer in the industry or a veteran.

Survata

One way to be proactive in generating news is to showcase research that offers surprising insights or trends. If well designed, a simple survey can garner coverage when there isn’t any original news. Survata is a useful tool to produce, showcase and capitalize on research data through the production of surveys. If furnished with questions and specific demographics, Survata will field and produce media-generating surveys at a reasonable cost. 

UberConference

In the age of remote working, we all meet virtually. And although most are familiar with video conferencing software like Zoom, we’ve also become Zoomed out. UberConference is a clever service because it offers a consistent dial-in number with no extra meeting codes that can constantly be reused. It’s reliable for weekly check-ins as well as any last-minute meeting, and isn’t it sometimes a relief not to be on camera?

Meltwater

Tracking coverage can be a grueling task, especially when you’re a victim of your own success! Meltwater is a simple service that helps track any and all coverage, and no one wants to miss anything on that score. It’s particularly useful for tracking pickup of press releases. In addition, Meltwater offers the opportunity to monitor social hits as well, resulting in a complete picture of overall reach and highlighting campaign successes while showcasing the areas of improvement for future campaigns. 

SimilarWeb

PR teams must regularly report on the quantity and reach of the coverage generated. That’s where SimilarWeb comes in. The software offers wide-reaching analytics about a given media outlet’s reach, including total visits, average visit duration, pages per visit and the percentage of views from each country. It’s free of charge and offers an extension that helps yield quicker insights. SimilarWeb is a  great way to showcase the full power of your PR operation.

10 Podcasts PR Pros Should Listen To

PR agencies must stay up to date on current events and industry news. Most PR specialists will have an active Twitter and several news sites open as they work to check for news opportunities. While our main goal in PR is staying informed about various industries, from ad tech to zythology, we also need to be plugged into comms and PR.

Nearly 20 million people listen to podcasts on a daily basis, and there are some great ones that cover PR news and trends. Check out this list of podcasts for public relations and communications pros.  

The PR Week

The PR Week highlights news, opinions and insight from members of the PRWeek staff as well as newsmakers in the world of PR, marketing and communications. Each episode features a PR pro from a known agency.

On the Media

This weekly podcast hosted by New York Public Radio explores how the media is made, examines threats to free speech and unravels hidden agendas in major news stories. Topics of discussion have been focused on the use of video news releases, net neutrality, censorship, continuous cable news coverage and how technology is impacting the media landscape.

The NewsWorthy 

Looking for a quick rundown of major current events? Hosted by a former broadcast journalist, this podcast is packed with politics, tech, business and entertainment from a variety of sources — brought together in one convenient place. 

#FuturePRoof  

#FuturePRoof is a monthly podcast that dives into key industry topics and issues and tries to be forward-thinking with ideas and tips. Check out their episodes on lack of diversity in PR, the impact COVID is having, and the effect of news on people in the spotlight both negatively and positively. 

For Immediate Release

Every week on For Immediate Release, join a conversation that analyzes digital and social media news for PR pros. Each episode provides a rich analysis of recent news and discussions on popular topics.

Women at Work

HBR editors open the doors to conversations in this podcast. They interview experts on gender, tell stories about their own experiences, and give lots of practical advice to help women succeed in spite of the obstacles.This is a must listen for all women in comms and PR! 

Marketing Smarts

This weekly podcast features in-depth interviews with smart marketers from all walks of life. Hosted by MarketingProfs, this podcast delivers actionable insights and real advice to help professionals market smarter. 

Token CEO

During the shutdown Erika Nardini, the CEO of Barstool Sports, started a podcast from her perspective as a CEO of one of the fastest-growing sports publishers. While this may not seem like a must-listen for most PR pros, it’s very useful for anyone in B2B tech. Recent episodes have focused on Newfronts, Big Tech, female leadership,and the art of networking

Adweek Yeah, That’s Probably an Ad

Launched in 2016, Adweek Yeah, That’s Probably an Ad features co-hosts David Griner and Ko Im debating the highs and lows of creativity, advertising, marketing, media and technology. David and Ko are joined by Adweek’s news team every week in deep dives into a wide range of topics, including diversity and inclusion, social media influence, streaming media, and women’s empowerment.

PR Hangover 

Started by a regional PRSSA chapter in 2016, PR Hangover talks with PR professionals and other PRSSA members about communications during a pandemic, career advice and recent PR campaigns.

What are your must-listen podcasts? Check out our list of top advertising and retail podcasts too!  Let me know @colleeno_pr. Happy listening! 

 

How To Safeguard Your Digital Reputation

The foundation of a good public relations campaign is reputation management, and it’s important now. As the COVID-19 pandemic drags on, we’re all concerned about protecting health. But the shutdown also threatens brand health, and not only due to lost business. Our new all-digital workstyle can impact brand and personal reputation, and not always in a good way.

COVID shutdown raises reputation risks

Office employees have been thrust into remote work, and many are using personal devices for business communications. We’re all spending far more time online than we were before, and it’s easy to be lax about digital security, social media activity, and communications with colleagues in virtual meetings. On top of that, racial justice protests have swept the country, and the political and cultural climate seems fraught. On social platforms, people are being cancelled over “cancel culture” discussions that aren’t even very clear.  Here’s how to protect your brand’s reputation and thrive even during the COVID era.

Update your digital footprint

What comes up when you google your brand – or even your own name? Make sure personal and business sites are optimized and up-to-date. They should reflect awareness of recent events and the changes in how we live and work. It’s important now to be present on key social media platforms, and to post proactively. If it’s too overwhelming to make an impact everywhere, select the two or three most relevant ones and set goals for reach and engagement.

Ramp up that digital security

Security attacks and scams increase during times of crisis, and the coronavirus shutdown has encouraged phishing and identity theft scams by bad actors. A rogue tweet or comment by an imposter is exceedingly rare, but it can be an expensive nightmare to repair the damage. Now is an excellent time to review and tighten digital security protocols with the help of an IT team. For those in professions with access to sensitive information, like risk management, legal services, and accounting, the biggest risk is probably careless use of a personal device for client business. That’s why all devices must be secure and security measures clearly communicated and enforced.

Know SEO basics

You don’t need to hire an SEO expert, but it helps to grasp the basics. For most, it comes down to an optimized website and production of fresh, high-quality content. Include keywords that people searching for your expertise will use, bu only in a natural way. For instance example, our website emphasizes phrases like “top New York PR agency” and “best technology PR” instead of less searchable copy like “our clients love us.”

Content, content, and more content

The most challenging part of building a digital reputation for many is content production, because it’s time-consuming and your quarterly editorial calendar may be scrapped when something happens….like a terrible new coronavirus that shuts down businesses. But Google rewards fresh, relevant content. Weekly posts about issues, and insights relevant to clients, customers, prospective employees, and peers is the single most powerful way to build a reputation in sync with business or professional goals.

Don’t get cancelled

Now is the time to ramp up digital and social content, yes. But it’s also important to review your brand’s social media policy, update guidelines on social content, and examine your own social posts. It’s helpful to be sensitive and think about those outside your own bubble, whatever that may be. Early on I tweeted something negative about working from home. I was quickly reminded by a stranger on Twitter that I was lucky to still have work. True enough.

Finally, bear in mind virtually no digital communication is private. Internal office emails will be shared, deleted posts can be screenshot and saved, and you may not always be muted on that Zoom when you think you are.

Renew relationships

Of course, it’s an ideal time to network with colleagues or prospects, because no one is traveling and nearly everyone is more open to it than before. Join professional online communities, and engage. Be known for your insights, collegiality, or responsiveness. Be generous with your time, ideas, and feedback. Participation in a professional community will offer a payback in search ranking support, reputation enhancement, and new relationships.

Link your brand with ideas

My grandmother used to say that small people talk about other people, but big people talk about ideas. This is true in public relations and reputation as well. Aligning your brand or name with a central idea, mission, or brand differentiator is the most authentic way to build a reputation online. It should appear in your LinkedIn profile, on your website, your Twitter profile, and be frequently mentioned in business content and earned media.

Know when to apologize

Someone criticizes you or your brand on social media. An unfair review of your business appears online and is shared. Don’t overreact, but do respond – with professionalism. If there’s a legitimate gripe, accept responsibility, apologize, and take steps to correct the situation. It’s amazing how humanizing a humble response to criticism can be for a business or personal brand.

Tracking Ad Spend Throughout COVID-19

The advertising industry has been hit hard during by the pandemic, especially on TV commercials. Our client MediaRadar, an ad sales intelligence platform, has been tracking ad spend across industries like sports, travel, pet brands, video games, and toys and games.   

As sports will soon return to TV, MediaRadar CEO Todd Krizelman shared insights with Hollywood Reporter. He commented that the lack of live sports between March and the end of June resulted in $2.6 billion in lost revenue for the TV networks. On the bright side, advertisers will now be spending more to make up for lost time. Check out the full article here: https://bit.ly/3iKOMgu.

How To Craft A Winning Award Submission

Whether it’s a 40 Under 40 list for top executives or a trade case history honor, industry awards generate great PR for organizations and their employees. Earning an industry award can position a company as a leading employer, an innovative partner, or the maker of an outstanding product. Yet crafting a winning entry for a professional award can be daunting. You want to stand out among the hundreds of entries that judges read, but what moves an entry to the shortlist? Here are a few tips on how to earn that next award.

Start with the right category

The category fit is all-important, so never try to shoehorn your story into a slot where it may not work. Always check previous category winners to make sure you’re in the right place. Pay special attention to little-known or niche categories where there may not be large numbers of entries. Once you find a category you can dominate, be sure to understand the full entry criteria. Every question posed by the prompt should be answered directly in your response. 

Back up your claims

Use the award template as your project guide before you begin. It’s best to gather pieces of the requested information and have all the internal input beforehand so that you’re well equipped to tell the full story. Every award program and category has a specific focus and your answer should address it directly. A generic entry that doesn’t fulfill what is asked won’t cut it. This especially rings true when entering multiple categories — entries should not be one-size-fits-all.

Craft a story

You have all of the information you need and the case study has rather impressive results; now what? Transform your information into an attention-grabbing story that conveys your organization’s success or captures an individual’s achievements. The goal is to leave something that stays with the judges after they’ve read the submission. Think of the objective, work, and results as your beginning, middle, and end. Begin by explaining what the company or person originally set out to do, the challenges or obstacles they faced, how those challenges were met, and what kind of impact resulted. The reader should feel as if they’re on a journey.

– Make sure the judges understand who the work was for, and never assume they know the brand or audience. Be mindful of any unfamiliar technical terms and use regular language. 

– Present a human side. If success resulted from a collaboration among employees or partner organizations, expand on that. Offer testimony from team members about how the company or person faced and overcame challenges.

– Make the story flow so the reader isn’t bombarded by stats. This is where bullet points and quotes can come in handy; they’re a great way to pull details out without overwhelming the reader.

– Make sure your results track back to the objective. KPIs are the meat and potatoes for entries. Judges are looking for authenticity so having supporting evidence is essential. Don’t leave out the evidence of impact. Explain to the reader what the results mean and what they mean for the client.

– Keep it exciting! Imagery is memorable and will give that extra bump for your entry to stand out. If you can provide videos, images, or links to press coverage, take advantage of that.

– Adding a bit of personality won’t hurt. Don’t shy from being humorous or playful! Judges will remember something that made them laugh.

Finally, be clear about why your entry should win. What makes it more worthy than anything else? Creating a learning experience for the category or industry does this by presenting takeaways. Demonstrating innovation in the form of impact on an industry, a benefit to others, or a trend-setting practice is a surefire way of showing why your story is a winner.