Tag: public relations

How Earned Media Coverage Builds Brand Reputation

Posted on by Lori Mouradian

In today’s highly connected world, a positive brand reputation is an asset for nearly any business. One way to help build a strong brand is through strategic media relations resulting in earned media coverage. By effectively engaging with the media, businesses can amplify and add substance to their brand narrative, while building the kind of credibility that paid media often doesn’t buy.

What is earned media?

Some say that earned media is a synonym for PR. But most PR programs comprise a whole lot more than earned media, also known as publicity. Elements like category research, business and marketing strategy analysis, messaging, and planning will precede and inform media relations. Different tactics like branded content and executive speaking opportunities might complement it. But earned media refers to the actual print, digital, or broadcast coverage generated in the course of a PR program. Earned media is distinct from paid media, which happens in a different way and is perceived differently by those who view it.

Building brand reputation through earned media

Here are three significant steps to building brand reputation through earned media:

1. Earned media helps a brand stand out 

Media relations and earned media can significantly increase brand visibility and awareness. Engaging with media outlets, whether high-profile or narrowly focused, lets businesses reach a targeted audience of readers or viewers who are also consumers. Positive media coverage resulting from feature stories, human-interest interviews, or opinion pieces can expose the brand to new customers, reinforce loyalty among existing ones, and create a positive association for the product or company. Ongoing relationships with journalists, content creators, and producers help maintain a consistent brand presence and tell a story over time. An entrepreneurial company can share the tale of its founding, struggles and all. A scientific brand can go behind the scenes to reveal its R&D expertise, or profile individual employees who help make a difference. A strong opinion article can position the business as relevant and its chief executive as an industry thought leader.

2. Earned coverage implies credibility

The difference between positive media coverage that is paid for (in the form of sponsored posts or ads) can be subtle. But it often boils down to one thing: credibility.

Credibility is elusive, especially today. When a brand is featured in reputable media outlets, the mere fact of its coverage confers credibility – if not for the brand, at least for the story. Positive news items, product reviews, or shared expertise can position the brand as reliable. Opinion content can convey brand and corporate values. Customers or potential employees are more likely to trust a brand featured in the media. This is because coverage implies endorsement or at least visibility, rather than a brand’s self-promotion. The positive association helps establish the brand as a reliable source of information and enhances its reputation in the marketplace.

3. Earned coverage drives SEO

Another key advantage to the type of publicity generated by a PR program, particularly in top-tier publications with high-value domains, is search engine optimization (SEO). A single story published in a well-known media outlet, from The New York Times to a trade publication, can land a brand on the first page of search results for months or even years. That’s one reason why positive stories and reviews are so valuable. And by the same token, if an item is unflattering, it can persist in search results and impact a company or brand in a negative way, which leads to another asset that positive earned media coverage brings.

PR coverage can protect brand reputation

A good reputation is like money in the bank. It’s not inexhaustible, and it shouldn’t be taken for granted. Yet it will surely be an asset in a crisis. Media relationships, too, become more valuable in times of crisis or reputational risk. When a brand faces negative publicity, PR and media relations teams can help manage the situation to minimize damage and plan for recovery. With the right strategy and thoughtful tactics, a business can take control of the narrative, rebut misinformation, and engage in dialogue with consumers, regulators, stakeholders, or any other high-value audience. A well-executed crisis management strategy can help rebuild trust and salvage the brand’s reputation. In the best cases, it showcases its ability to handle challenging situations with transparency and integrity.

Businesses can influence public perception, shape their story, build credibility, and strengthen brand reputation through strategic engagement with the media. By tapping into the power of media relations, they can even gain a competitive advantage in the marketplace. Investing in a sound PR and earned media strategy is ultimately an investment in a brand’s long-term success and sustainability.

What PR Teams Should Know About Substack

Posted on by Chanel Roopchand

For B2B PR teams in particular, it’s crucial to stay on top of emerging platforms and tools. The digital media landscape changes all the time and new resources come up often that can help us enhance skills or drive results. One platform that has gained significant attention in recent years is Substack. Substack has had a real impact on the media landscape, and B2B PR professionals can take advantage of that.

What is Substack?

Substack is a newsletter platform that allows writers, journalists, and content creators to publish and monetize their work directly to a specific audience. It’s user-friendly for both writers and their readers and enables creators to build a dedicated audience and potentially earn revenue through paid subscriptions or sponsorships. There are other, similar platforms, but Substack is probably the most suitable for B2B topics and technology issues.

What kind of writers are on Substack?

The most popular writer on Substack is Heather Cox Richardson, who publishes Letters from an American. Richardson is a Boston College professor who offers a daily analysis of U.S. politics and history. Her newsletter has over a million subscribers, making her, as of December 2020, the most successful individual author of a paid publication on Substack. Other popular newsletters on the platform are by conservative writers and journalists like Bari Weiss, Michael Tracey and Andrew Sullivan as well as more left-leaning voices like Roxane Gay and Ari Melber.

Is Substack all about politics?

While Substack gained popularity for political commentary, it’s not limited to politics. The platform features a wide range of topics, including technology, parenting, finance, self-improvement, culture, and more. One of the more popular Substack newsletters is Casey Newton’s Platformer, a fascinating read about the intersection of tech and media. Non-political writers and journalists can absolutely create something of interest on the platform by providing valuable insights, advice, or industry-specific analysis.

How can PR pros use Substack?

PR teams should subscribe to individual Substack newsletters to stay informed, of course. But as PR pros, we can also leverage it to enhance our work. Because Substack newsletters often feature exclusive content, interviews, and analysis, PR people can identify influential Substack writers, get to know their work, and suggest story ideas or interviews. Many freelancers take advantage of Substack to establish their personal brand and gain a following, so it’s a fertile area for identifying specific writers. And because many prominent opinion writers and columnists have migrated to the platform, it’s useful for building relationships.

Communicators can also use the platform as an internal tool to keep employees, stakeholders, or clients informed about industry trends, company updates, or thought leadership content written by executives. And if an organization wants to convey its expertise on a relevant issue like climate change or an emerging topic like Web3, it can develop its own newsletter to build a following around its POV.

How is Substack different from a blog?

Substack doesn’t have the SEO tools that most blog platforms offer, including those on publishing sites like Medium. As an email newsletter platform, its content is not as searchable, yet an audience of subscribers is likely to be a more engaged one. Also, Substack does feature some large and active communities and discussion threads that let readers interact with creators and with one another.

How has Substack affected the media landscape?

Substack lets anyone with insights create their own platform. This encourages diversity and allows many different voices to be heard. Because Substack is a subscription-based model, it has attracted established journalists, writers, and entire publications. It’s biggest impact might be due to its relative success; Substack has sparked discussion around alternative revenue models for journalists, which could influence the future of media funding.

Substack was originally developed for individual creators, and it has become something of a destination for controversial writers due to the relative lack of editorial constraints on content. Yet it has navigated criticism and controversy by remaining a neutral platform for many kinds of content.

So if a specific Substack writer is relevant to a brand’s audience, the brand’s PR team should definitely try incorporating it into their pitching strategies. This includes assessing whether the topic, format, and audience align with their goals and target demographics. If so, Substack can open doors and provoke new ideas for PR professionals.

What ChatGPT Brings To Public Relations

Posted on by Bindi Saikia

While Artificial Intelligence (AI) is not new, generative AI tools, like ChatGPT, have captured the imagination of the world. The buzz around generative AI has been relentless – both for good and bad. Since its launch, ChatGPT surpassed 100 million monthly active users in less than two months. The public relations industry is among those still absorbing its impact. Will it spell the end of PR as we know it? Or will these tools help make our roles and everyday lives more efficient and effective?

Let’s be practical. If PR teams aren’t at least exploring the best ways to incorporate this game-changing technology, are we even in the “AI arms race?”

So, what does ChatGPT mean for the future of PR? As a B2B tech PR firm, the promise of AI makes sense. CC partner and ChatGPT advocate Chris Harihar sees it as a powerful educational tool, albeit one to be used very carefully, and with human oversight. We’ve held training sessions for the entire team on how to write better generative AI prompts for better outcomes.

Boost productivity with the integrity of human involvement

Yet many companies have mixed feelings about ChatGPT and the AI arms race. A Harris survey found that 40% of workers worry that the AI-powered chatbot will replace them; yet 60% are optimistic that generative AI will make them more productive!

ChatGPT is here to stay, and the truth is, it’s probably just the beginning – as Adam Brett echoed in a recent CC blog post about how PR teams can use Chat GPT.

Rather than avoiding or fearing it, let’s take advantage. Adam lists several very practical uses that can save time and boost improve productivity by PR teams. Encouraging PR teams to to view such tools as an assistant rather than a surrogate, he offers advice that goes beyond playing and actually gets work done.

How AI is transforming ad tech and marketing

At Crenshaw Communications, we have a history of successfully supporting a range of ad tech brands – from high-growth startups to larger public companies. And as someone who has been working in this sector for almost five years, I know the sector is constantly evolving – inviting new opportunities and challenges. So it’s no surprise that ChatGPT and other generative AI tools are already making an impact in ad tech.

As a personalizable technology, AI can help advertisers identify ultra-specific niches in order to get the right ads in front of the largest number of desirable people. Cooler Screens (the world’s largest in-store digital media and merchandising platform for retail) is a great example. Their smart screens use information and even entertaining content to inspire shoppers to take action driven by contextual signals like store profile, occasion, geography, seasonality, or time of day. That’s a win-win for both the customer and the marketer.

(If you want to know how AI is enhancing the future of ad tech, Sarah O’Connell recently explored the topic further in her post, “Five Ways AI Is Transforming Ad Tech.”)

ChatGPT: an asset or threat for PR? 

Business reactions thus far seem to be divided between those who see it as an existential threat, and those who view it as an opportunity to augment the role of the PR professional. Our agency founder, Dorothy Crenshaw, explains that the latest iteration is smarter and promises much more. Dive into her recently post “For PR, Is ChatGPT An Asset Or Threat?” and make an informed judgment – if you’re still not convinced.

While we’re still figuring it all out, it’s important to note that such tools cannot be a replacement for human communication. Read this piece, “How PR teams can use ChatGPT (generated by ChatGPT)“, compare it with Adam’s post linked above, which speaks to the same topic, and see for yourself!

What’s The Difference Between PR And Reputation Management?

Posted on by Anna Julow Roolf

The terms “public relations” and “reputation management” are sometimes used interchangeably. Yet, although they’re often intertwined, they are distinct.

Gartner defines reputation management as “the practice of influencing stakeholder perceptions and public conversations about an organization and its brands.” And public relations can be described as “the professional maintenance of a favorable public image.” Public image and reputation are close, and in both cases the goal is a more positive one.

So what is the difference between PR and reputation management?

Reputation management tends to touch a number of business functions, including legal, customer experience, sales, marketing, and — of course, communications. PR, on the other hand, is typically part of either marketing or communications (though we know PR can help drive sales and support other business functions as well).

While the approaches may differ, PR and reputation management are two paths to the same destination. That’s why some reputation management firms offer PR services and PR agencies often address reputation management. Anyone considering how to influence stakeholder perception and drive conversation around a brand would be wise to consider both.

As a B2B tech PR firm with an understanding of how to use strategic public relations to impact brand positioning, our team frequently examines the intersection between PR and reputation management. Here are four posts from our agency founder, Dorothy Crenshaw, on PR and brand reputation, and how PR can protect and drive the latter.

Ways To Safeguard Brand Reputation

Most companies will never experience a large-scale brand reputation crisis — that’s the good news. But as Dorothy Crenshaw points out in this blog post, the “drip-drip-drip of customer complaints, employee dissatisfaction, or competitive attacks can erode a brand’s good standing over time.”

What can be done to help stop minor problems from building up and negatively impacting brand reputation? From shoring up customer service to conducting a reputation audit, Dorothy shares seven practical ways to safeguard brand reputation.

How To Turn Bad Publicity Into Good PR

Contrary to how the saying goes, not all PR is not good PR. However, as Dorothy explains, bad publicity can, paradoxically, “wake up a brand’s loyalists.” There are ways to turn bad publicity into a net gain.

If you’re looking to use bad PR to improve brand reputation, here are a few techniques to apply.

Ways To Crisis-Proof Your Brand

There’s nothing like a crisis to show how fragile a public image can be. Yes, it’s possible to come back from a reputation-damaging, PR crisis situation, but most who have been there would agree: It’s better to prevent the situation in the first place.

As Dorothy explains, “While there’s no way to truly ‘crisis-proof’ a corporation or a brand,” there are steps that can make a crisis situation less likely, and help make the impact on brand reputation less severe. Take a look at Dorothy’s seven tips to crisis-proof your brand.

Brand Ambassador And Reputation Risk: A Guide For PR

The PR benefits of having a living, breathing spokesperson can be enormous. At the same time, a brand ambassador introduces certain risks to a brand’s reputation. Those risks aren’t there when a cartoon character or actor fills that role. After all, as we’ve seen with brands like Subway or the many endorsers of Tiger Woods, the actions of a real-life human spokesperson can betray a brand.

So how to manage the brand reputation risks presented by introducing a brand ambassador? As Dorothy explains in this post, “No strategy is foolproof, but there are some steps that can help prevent a reputation meltdown.”

Concerned with reputation management for your brand? Contact us to learn how we can help build a PR program to influence stakeholder perception.

How PR Can Solve Its Diversity Problem

Posted on by Alysha Duff

Public relations is about building relationships between an organization and its audience. Its success hinges on a genuine understanding of diverse communities and cultures. However, the PR business is still grappling with a lack of diversity in its workforce. As an industry, how can we appropriately represent diversity among our clients when it’s not reflected from the inside out?

The problem is simple. As an industry, PR is predominantly white. People of color are particularly underrepresented in leadership positions, but diversity is lacking at nearly every level. It’s not a new problem. The makeup of the PR industry in the U.S. is 82.6% White, 8.1% Black or African Americans, 6.2% Asian Americans and 12.5% Hispanic or Latino, according to the U.S. Bureau of Labor Statistics.

The gap isn’t even near closed, meaning there’s still much room to grow.

How we can be the change 

As a person of color, I am drawn to companies with a diverse employee base. When I was interviewing with Crenshaw, one of the first things I noticed was that the leader interviewing me was a man of color – someone who looked like me. As I proceeded in the interview process, I noticed more people in the company like me. It was refreshing and exciting and definitely influenced my decision to join the agency.

Racial inclusivity isn’t the only important aspect of a workplace, however. It’s also vital to be inclusive of culture. Culture is reflected through values, behaviors, beliefs, communication, and thinking; however, cultural representation in the workplace often falls short. Having professionals from a variety of cultural backgrounds brings new perspectives, increases representation and helps protect PR campaigns and initiatives from being tone deaf. When I joined Crenshaw, I noticed a larger mix of culture than any workplace I’ve known, as well as people who shared my culture background.

Often it seems larger companies are the ones making these strides in the workplace, but Crenshaw is proof that you can start small and make a difference. It’s a PR agency with fewer than 25 employees, and more than a third are people of color. It’s a prime example of public relations companies actively working toward a diverse talent pool. In my view, that motivates team members to show up everyday for themselves, their colleagues and clients.

A diverse team makes a difference inside and out 

Diversity is attractive to both potential employees and prospective clients because it offers a range of experiences, perspectives and skills that enhance the creativity and effectiveness of an agency’s work. It can also lead to more innovative solutions and better problem-solving.

Internally, a diverse team sends a message that the company values inclusion and is committed to creating that kind of work environment. Today, talented professionals are looking for that kind of culture. When employees feel represented within a company by their colleagues, they are more likely to feel valued and motivated.

Externally, having a workforce that reflects the communities served is beneficial to any PR team because those communities make up our stakeholders and our audiences. Being able to channel first-hand experience to identify different solutions for a company’s diverse audiences not only reflects genuine brand initiatives, but ultimately yields stronger campaigns.

How we can bridge the diversity gap 

How can we bridge the diversity gap in PR?

The first step is education. The C-suite and HR first need to gain a solid understanding of Diversity, Equity, and Inclusion and educate from the top down. Diversity training on implicit bias, cultural competency and communication skills is one key to a better workplace. External mentorship can also be beneficial. For example, PRSA has a mentorship program that agencies can use to encourage their employees to connect like-minded individuals in the industry to share experiences, insight and more.

The second step involves recruiting. Agencies should shape their policies to attract a diverse pool of applicants for open positions. This means outreach to organizations that represent diverse communities, specific goals and metrics for recruiting and hiring, and job descriptions that don’t include barriers for diverse candidates.

Third, agencies can reach diverse communities by partnering with groups that represent those communities. Ways to do this include:

Connecting with minority-owned media outlets – this supports minority-owned journalism and helps broaden reach

Engaging with companies striving to increase DEI, like The Party Starter – which connects customers with diverse event vendors and minority-owned businesses – when planning client/company events

Amplifying groups specific to the PR industry, like Digital Culture, a company that helps ad agencies and advertisers reach diverse audiences

The journey continues 

PRSA is committed to increasing diverse representation among leadership at all levels of PRSA by 25% by the end of 2023. Programs like Voices4Everyone and the Affinity Group – a space to bring together and amplify the voices of PR professionals in diverse groups like Black Voices and Hispanic-Latino — are current examples. PRSA is putting a clear emphasis on DEI in PR and paving the way for its members to follow suit.

Independent organizations like Crenshaw are taking steps to model diversity with employees and clients. Industry groups like PRSA are vowing to do the same. Together, as an industry, we can make a difference.

Why Product Boycotts Work (Or Not)

Posted on by Dorothy Crenshaw

As anyone in PR knows, we’re living in a boycott culture. Over Easter weekend Texas congressman Dan Crenshaw (no relation) hopped on the boycott du jour with a video pledging to “throw out every single Bud Light we’ve got.” The punch line comes when Rep. Crenshaw angrily opens his fridge to reveal — no Bud Light at all. “That was easy,” he quips, as he shuts the fridge door.

But the joke might be on Crenshaw. The fridge contains several cans of Karbach, a Houston-based craft brewer that has since 2016 been owned by — you guessed it — Anheuser Busch, Bud Light’s parent company. It’s a pretty common challenge of product boycotts and says something about how useful they are, or aren’t.

Another day, another boycott

For those wondering what the brew-haha is about, conservatives have taken aim at Bud Light (in some cases, literally) for its promotion featuring trans activist and actor Dylan Mulvaney. Twitter is overflowing with posts of angry boycotters pouring out, running over, and even shooting up Bud Light cans in protest. The latest stunt involving a steamroller running over what must be thousands of dollars’ worth of beer, is impressive (though possibly faked). But is the boycott affecting sales? Do product boycotts ever work, or are they performative?

Gauging a boycott’s success depends on its goals, naturally. In this case, anger seems channeled into hurting Bud Light sales and/or forcing it to end the Mulvaney partnership. So far, there’s some evidence that sales might have been affected. According to Beer Business Daily, “it appears likely Bud Light took a volume hit in some markets over the holiday weekend.” Yet BBD notes it has limited data from mostly rural Midwestern and Southern distributors. After days of silence, Bud Light released a statement defending the Mulvaney promotion, but it has been relatively quiet throughout the storm.

When product boycotts trigger “buycotts”

Product boycotts are usually more complicated than they seem. A case in point — Kellogg business school professor Anna Tuchman analyzed the outcome of the 2020 boycott of Goya Foods by Hispanic leaders. It all started when Goya’s CEO praised then-President Trump’s immigration policy. Yet calls for a boycott of Goya products quickly drew a backlash among Trump supporters. Tuchman studied supermarket data and found that the backlash actually raised sales, albeit temporarily. She theorized that, unlike the seven percent of U.S. households that were already regular Goya customers and could potentially boycott the brand, nearly anyone could decide to buy it in solidarity. Many did.

Goya’s more narrow customer base makes it different from a mainstream brand like Bud Light. But the same principle could well apply here. Even if the boycott keeps conservatives from buying it, the PR and social media coverage could invite a “buycott” of Bud Light from others, just as it did for Goya. Then there’s the problem Rep. Crenshaw ran into; Bud’s parent company Anheuser Busch owns more than 500 beer brands, including many that are popular in the U.S., from Stella Artois and Michelob to Corona and Blue Point. So, avoiding all A-B brands might take some homework by the boycotters.

Brand social status is a key factor

Another factor that affects a boycott’s power is a brand’s strength as a cultural signifier. This should be obvious, but it’s often overlooked. Someone’s choice of black beans isn’t a status symbol. It’s not something they brag about or see as part of their social identity. Yet lifestyle brands do act as badges of identity, so they’re more vulnerable to protests. A 2019 boycott of Equinox and sister brand Soul Cycle (over billionaire owner Stephen Ross’s Trump fundraiser) hurt class enrollment rather decisively for both brands. The reason? Both enjoy a carefully cultivated image of social responsibility and inclusion. They’re a signal of status for members, so during a celebrity-led boycott, no one wanted to rave about their Equinox Cardio Sculpt instructor on Instagram or post about the latest Soul Cycle swag. Lots skipped their workouts altogether.

I’m not sure where beer fits on the social status scale, but I’d say it’s a stronger signifier than beans, if maybe lower than luxury fitness. Perhaps more importantly for a 30-year-old product like Bud Light, it needs to expand its appeal to add new drinkers, like younger people and women. Its Director of Marketing, Alissa Heinerschied, put it bluntly in a March interview. “I had a really clear job to do when I took over Bud Light…this brand is in decline. It has been in decline for a very long time. And if we do not attract young drinkers to come and drink this brand, there will be no future for Bud Light,” she said.

Finally, the LBGTQ market is a huge and spendy one. Beer brands have shown their support in the form of splashy Pride sponsorships, targeted advertising, and influencer campaigns for years. Those steamrolling the brand will have a hard time choosing another beer that hasn’t supported the gay and trans communities.

If the Bud Light boycotters’ aim is to grow awareness of their position and build community among like-minded people, they have succeeded. The brand is being trashed in every corner of the web, and that’s not helpful to its marketing team. But if the goal is to put the brand out of business, or push it and other beer makers to pull LBGTQ support and sponsorships, it will most likely fall flat.

PR Tips To Give Your Bylined Article A Point Of View

Posted on by Brian LaRue

You might think it goes without saying that a point-of-view byline prepared by a B2B PR writer should offer a clear point of view. And yet – by the look of bylines pitched to trade publications, plenty of folks could use the reminder! There’s a high volume of generic POV content out there, but it doesn’t need to be this way. And there are concrete ways to make sure a POV piece has just that – even if you need to tease it out of your team.

The high-level framework

The basic framework of a useful byline has three sections: problem → solution → action. If you’re reading this, you almost certainly get that already. The trick is to make sure the three sections are reasonably balanced, and that none is just treading water.

In most cases the problem is one the reader already recognizes, and fixing it is probably on their list. But that can be a long list. It’s tempting to go on and on about how serious and multifaceted the problem is, or to explain its disadvantages. Yet the solution part is far more valuable and almost always more original. That’s the portion that warrants a deliberate step-by-step walk-through. It’s helpful to communicate that this problem deserves to be a very high priority, and that getting to work on solving it isn’t daunting. Then you lay out a solution that feels lucid and attainable.

Identify immediate next steps

The action part is where a lot of bylines trail off. It’s common for executives and writers to approach this as a sort of wrap-up and call-to-action (CTA) that’s a veiled reference to the author’s company. Yet that CTA is too easy to forget, or for the reader to brush off as just another veiled pitch. A CMO I once worked with put it to me in a way that has helped me construct bylines ever since. He explained that the piece needs to let the reader know whom to contact in their organization, what they should ask to understand what the business is doing, and how they can solve the problem. “Imagine the reader walking down the office hall and knocking on someone’s door. What do they say?” This exercise makes the solution feel less abstract, and it helps the reader feel empowered to get moving on it right away without disrupting their entire day.

Imagine real-time reactions

To make the action part as strong as possible, I like to imagine I’m in the room at a breakout session at an industry conference. The presentation itself might be very useful and framed in a way much of the audience hasn’t considered, and it might be actionable. But think about how often the juicy stuff comes out during the Q&A segment. That’s where people stand up and say, “Okay, but what about me? And how about if I’ve already tried to solve this problem, and nothing has stuck?” While you’re putting together a byline outline, you should think about the questions you might hear in a real-time, in-person setting, and preempt them. Keep tabs on the trade pubs and take note of questions the author’s existing and potential customers and clients are asking. If and when you recognize a possible blind spot in the author’s POV, come back to them and ask for their reaction.

Trust the audience to decide

Another challenge is avoiding a blatantly commercial message. Overly commercial bylines are hard to get published. And the more specific you are with the setup, solution, and actionable next steps, the more you risk veering away from vendor neutrality standards. You’ve communicated to the reader that the author’s business’s competitive differentiator is something they can’t afford to compromise on. But to get away from sales pitch territory, put the power back in the reader’s hands. They know now that the author’s business is on top of the solution. But next, they should ask their peers and partners how they’re approaching the same problems to solicit their perspectives. You want your POV to be strong enough that its proposed solution and actions still sound waterproof after they’ve asked around.

At the end of the day, everyone who has a stake in a business has a point. As a writer, you want to make sure you nail down their point in the first draft. Otherwise you either pass the draft back and forth until the point is clear, or you send out a byline that looks very similar to countless others. If you can get to where you need to be in as few steps as possible, you’ve made the rest of the week easier. Best of all, you’ve made your client or team feel like they’re getting value from you that they wouldn’t get on their own.

7 PR Tips For Announcing Bad News

Posted on by Dorothy Crenshaw

In public relations, the goal is often to generate news that tells a positive story about a business or brand. But sometimes, good companies have to share bad news. The last six months have seen waves of layoffs and other staff reduction announcements at major tech corporations, despite record-low unemployment levels.

What can smaller companies learn from these announcements? Is there any right way to share the decision to reduce the workforce?

Rip off the band-aid

Many large public companies are required to disclose workforce reduction plans at least 60 days in advance of actual layoffs. Others may opt for a longer timeframe for planning purposes. Disney, for example, announced a restructuring in a February earnings call, outlining plans to cut $5.5 billion in costs, including 7000 positions worldwide. The layoffs announcement grabbed headlines and obviously shook up rank and file staff, who are naturally wondering if they’re on the list. In Disney’s case, the moves came amid returning CEO Bob Iger’s struggles with an activist investor. They resulted in a resolution of the investor feud and a quick rise in the stock price. But Disney should follow through swiftly to shorten the window where rumor, anxiety, and distraction rule. For most corporations, it’s best not to drag out such plans.  The goal is to refocus employees and stabilize morale.

Coordinate internal and external comms carefully

This is harder than it looks. Affected employees will immediately spread the news, of course. Also, any written communication will be shared outside the company. So it’s wise to coordinate both the messaging and the timing of the news thoughtfully and carefully. No one wants to find out they’ve lost their job by rumor or, worse, seeing it on Twitter. And no company wants to deliver mixed messages regarding the rationale for a workforce reduction.

Ironically, but not surprisingly, Elon Musk is the current role model for what not to do. On Monday, a Twitter worker named Haraldur Thorleifsson tweeted at Musk asking for clarification of his employment status. Apparently, Thorleifsson’s computer access had been revoked, but Twitter’s HR department would not confirm his termination. After Thorleifsson’s tweet went viral, Musk queried him about his work responsibilities. When Thorleifsson ultimately described his active projects, Musk responded with two laugh emojis and a link to a video from Office Space. Quartz called it “one of the cruelest moments of Musk’s tenure,” which is saying a lot.

Don’t bury the lead

In direct communication with impacted employees, let them know what kind of severance and support they can expect. Don’t torture them with extraneous details. Don’t drown them in red tape. Nor should an organization try to sugarcoat the news. Staff who are responsible for one-to-one communication should be compassionate and transparent, but also direct.

Show gratitude

Corporations must obviously make hard decisions for the greater good of the whole, but it’s best to avoid using expressions like, “cutting the fat,” or promising a “stronger/more nimble/leaner organization.” These kinds of descriptors devalue the employees who are part of the layoff. Instead, focus the message on the contributions that departing staff have made and express gratitude for their commitment.

Pay attention to optics

Too often, the priorities a company describes during a staff reduction are contradicted by its actions. By all accounts CEO Satya Nadella has executed a brilliant turnaround at Microsoft, but his timing for announcing layoffs in January was clumsy. Microsoft hosted a private concert with musician Sting for senior executives at Davos, just one day before announcing it would lay off 10,000 employees. Naturally, events are planned well in advance, but it’s hard to blame employees who thought Nadella’s explanatory blog post rang hollow.

Take responsibility

If it’s appropriate, a top decision-maker should take responsibility for the decision and offer reasons for it that go beyond platitudes. Mark Zuckerberg actually wins points on this front for Meta’s staff reduction announcement last year. In a letter to employees, he explained “how we got here” in clear terms, calling the layoffs “a last resort.” Then he backed that up with a detailed description of additional cuts and planned changes to Meta’s AI infrastructure.

Check in on retained employees

It’s not part of an external PR strategy, but the most important thing a company can do after a staff reduction is to double down on its remaining employees. Ideally, a business develops a retention plan for top employees in advance of any staff reduction. In the wake of cuts, workers may be grappling with added responsibilities on top of feeling shocked or upset that colleagues have departed. It’s important for line managers to engage with them, invite feedback, and follow through on planned changes. Any business needs its employees more than ever during a downturn, but cutbacks will shake the confidence of those who remain. It’s essential that they feel heard as well as valued.

How A Solid PR Strategy Can Recession-Proof A Business

Posted on by Sasha Dookhoo

With a recession threatening, moving to cut PR budget may seem like a good way to protect the bottom line. A public relations campaign doesn’t typically generate immediate sales, which can be a priority in a soft economy. However, there can be long-term ramifications for tech companies and even risk to brand reputation if PR budgets are slashed reactively.

Once it’s well executed, a successful PR strategy can drive immense value for companies, even during a recession. Here’s how a strategic public relations program can actually help recession-proof your business.

Heightening brand reputation and awareness

During an economic downturn, customers naturally become more cautious about business spending and are likely to stick with brands they know and trust. In fact, according to a 2021 survey shared by Harvard Business Review, 80% of consumers consider trust a deciding factor in their buying decisions. A well-executed PR strategy can help build an organization’s reputation and increase awareness among target audiences, driving preference for prospective customers. Content that educates and informs customers can build trust and authority in an industry or a company. Typical PR-generated content includes blog posts, opinion pieces, feature articles or testimonials, infographics, or videos.

Generating positive media coverage

Positive media coverage created through the right PR campaign can also help build reputation and increase awareness among specific target audiences. Whether it’s a positive product review or a business profile, earned coverage offers a credibility nearly impossible to achieve through paid media. And by positioning executives as thought leaders and experts in a given industry, a business can further enhance reputation and attract new customers. That type of credibility is foundational for new sales and repeat revenue, as well as opportunities for partnerships and collaborations.

Demonstrating value and relationships

The right PR program can help a business demonstrate its value to customers and prospects by highlighting unique selling points like quality, affordability, or innovative technology. Critical attributes help differentiate a business or brand from competitors and attract customers even during tough economic times. A brand of business software with a security benefit can take advantage of news surrounding a cybersecurity hack or flaw, for example, to promote its superiority. PR can also help an organization maintain relationships with its existing customers by keeping them informed about activities, products, and services. This can help prevent customer churn and encourage repeat business.

Managing reputation

During a downturn or a recession, businesses may face unexpected challenges or even crises that can damage their reputation and affect their bottom line. Many tech companies have announced staff reductions, for example. A proactive PR effort is like reputation money in the bank; it can help businesses manage potentially damaging news or issues by building good will. And promoting timely and transparent communication with stakeholders, including customers, employees, and investors helps to do just that. A skilled PR team can build an effective crisis plan and offer solutions that help mitigate issues in the short term.

Expanding influence

Social media is a powerful PR tool for building awareness and engaging with key audiences like customers. Major social channels are effective for sharing news, promotions, and engaging content that highlights brand messages or even showcases a brand personality. Niche channels and social influencers can play a role as well, by helping businesses reach a wider audience, or possibly a niche one. Partnering with influencers whose values align with a brand’s own and who engage its target audience can drive brand awareness with the right people. Hosted events can also be a strong way to generate customer visibility, especially during a time of economic volatility. One-one-one contact and communication reinforce relationships and even create memorable brand experiences that ultimately impact the bottom line.

Overall, a well-executed PR strategy can help almost any business navigate tough economic times by elevating brand recognition and awareness. Recession-proof your business during a time when protection is needed the most by staying top of mind for customers.

 

7 Skills PR Teams Can’t Do Without

Posted on by Veronica Amenta

The practice of public relations has probably evolved more rapidly in the past several years than ever before. The core skills we need as PR professionals have also changed. While traditionally PR work consisted of press releases, pitching, and occasional damage control, today’s PR teams must have a diverse digital skill set, including SEO strategy, social media savvy, data analysis and more. Other skills and attributes are more timeless. Here’s what’s most important to staying ahead of the game for PR teams today.

Strategic thinking 

A successful PR campaign requires a well-planned strategy. This isn’t new, but today there are more digital distractions in the form of tools, tactics and platforms. It’s easy to be diverted by the latest shiny object. Yet the inception of any program needs to be guided by strategy. To get there, PR teams must have a deep understanding of business objectives, the target audience for the brand or message, and the best ways to reach them. This requires a combination of creative thinking, analytical skills, and the ability to develop and execute against plan.

A talent for spotting trends

A sense of what’s emerging and what might be yesterday’s news is an attribute that’s hard to quantify, but few things are as important in PR. We thrive on identifying opportunities – for positioning, for media coverage or for competitive advantage. At the highest level, some people call it “pattern recognition.”

By understanding the latest developments and innovations in a given sector, PR teams can position their organizations and its senior executives as thought leaders in their fields. At a more tactical level, capitalizing on trends or relevant news angles is great for securing quick, reactive press hits.

Digital and social media proficiency

This one’s a given. A strong understanding of digital and social media platforms is a must. In fact, 93% of PR professionals follow journalists on Twitter. We need to be able to use social media platforms to reach and engage curated audiences, as well as measure the success of our campaigns. This includes familiarity with social media management, content creation, and influencer marketing.

Social media has also become a significant driver for news, business operations, sales cycles and marketing. Building a positive public image now also means understanding how to increase online engagement and identify opportunities for content. The internet and social platforms are key tools for storytelling, brand management and connection.

Constant content creation

In a world where everyone has a voice, we’re both saturated with content and in need of fresh, compelling material that really stands out. PR professionals must craft appealing content that conveys relevant messages that resonate with specific audiences, from buyers of business software to new parents.

There was a time when most PR-driven content was in the form of written material like press releases or contributed articles. Today, the range is much broader, encompassing blog content, confessional-style social updates, and, of course, video. Most PR teams rely on short videos, vlogs, explainer videos, and even rawer video updates for social channels as part of their toolbox.

Post-ChatGPT, our jobs may get easier. But any AI tool requires human oversight, and the cost of a mistake is very high. Just ask Google.

Don’t fear the data

The stereotypical PR person is an English, Journalism or Communications major with a facility for writing and a love of media. Some even admit to a secret fear of so-called left-brain skills like data analytics. But there’s no need to fear data! With the right tools and training, any PR person can and should learn to use data to inform strategy, drive decisions and measure the success of campaigns. Mastery of analytics tools is expected for both developing campaigns and showing their value.

For example, web analytics tools like Google Analytics and Twitter Analytics are common in PR and user-friendly. Publicists also frequently use media databases, news monitoring and email automation services, and those tools will only get better.

It’s all about relationships – starting with media

This one will never change. A strong network of media contacts is still crucial for PR professionals. We build those relationships chiefly through experience, but one way to accelerate those ties is through social media channels. Many reporters are under pressure to build their own brands and they’re particularly active on Twitter. Social “stalking” is a good way to see what they’ve covered recently, story angles in the works or professional status. In our experience, a relationship doesn’t need to be deep or personal, but it needs to be good enough to offer access – a fair hearing on a story idea, a timely response to a pitch, and sometimes even feedback on how to make a story better.

Adaptability and flexibility

It’s all about change. As professionals in an ever-evolving field, those of us in PR, especially tech PR, must adapt to new technologies, platforms, and trends. We must be willing to continuously learn and grow, as well as pivot as needed. Some of this happens on the job, of course, but it helps to embrace more formal training through seminars and industry events, networking, media tracking, and simple openness to feedback and constructive criticism. As the media landscape changes PR teams have to adjust tactics or formats to reach a shifting or elusive audience. This requires a willingness to take risks, try new things, and experiment with different tactics to find what works best.

With increasing reliance on digital communication channels and the need for innovative and creative approaches, PR experts must continuously learn, stay informed about the latest trends and technologies, and be ready to pivot if needed. With these attributes, we can develop effective communications strategies and help brands stand out, manage corporate reputation, or influence opinion among priority audiences.

 

Looking for a PR team with these skills (and more)? Contact us to learn more about our B2B tech PR agency.