With the Memorial Day holiday right around the corner, now is a good time to ensure your PR program is on the right course for the summer season.
Although the summer might not be the best time to launch an aggressive PR campaign, it is beneficial to have a good stream of news to show prospects, investors and other key stakeholders that your organization has momentum. Review your pipeline of news announcements and keep a schedule for the summer months to stay on track. This can include new customer wins, new hires, award honors, etc.
While some might anticipate a slow down in media opportunities from June through August due to reporter’s schedules, e.g., summer Fridays, vacation, it is important to maintain a pulse on key contacts and keep a steady PR pace going. It is true that it might be more challenging to reach media, but if other organizations choose to quiet down during the summer months, this can be an optimal time to reconnect with a key reporter or make a new contact. Touch base with priority reporters each month during the summer to ensure you are offering them any necessary resources, research or quotes that will support stories – especially as their other resources may be hard to reach.
Finally, summer months mark the time to plan PR activities for fall/winter and get that big campaign ready. Think ahead as you are talking to reporters over the summer months, as it might be appropriate to prepare them for something coming down the pike in September.
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In January, we received heartbreaking news that Jean Young, founder of Young & Associates, had passed away unexpectedly. A cherished friend and mentor, we considered Jean family for her unwavering strength and love, fierce loyalty, toughness, support and a little bit of crazy. Jean was a guiding force in so many lives – both personal and professional. She helped many find, nurture and promote their talents, and most of all, love what they do.
A single mother of two sons, Jean came to Washington, DC in the late 70’s after working as the American Lung Association’s Public Relations Manager, to serve as Senior VP for John Adams Associates, a public affairs firm. After nearly five years at the firm, Jean left to establish Young & Associates in 1982, with the love and blessing of John Adams.
Forming Young & Associates as a technology-focused agency from the start, Jean was a trailblazer, serving as a female CEO in a male-dominated industry. Jean was not afraid to voice her strong opinions or take on a leader’s point of view when she knew her strategy was right. Throughout the nearly 30 years she led and was involved in the agency, Jean touched so many lives and remained close to countless former employees, clients and friends of the agency.
A ferocious protector, Jean had a heart of gold and for most of us that were lucky enough to know her, there will never be anyone like her again. Love you forever, Jean.
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I was pleasantly surprised when April showed up in my Facebook feed, on my TV and in conversations with friends over the last few weeks. Who is the latest “it girl”? April is the very pregnant giraffe at Animal Adventure Park in Upstate New York. So, how did a small zoo grab so much attention with its live video feed reaching more than 1 billion views?
Operating without a communications staff, the park’s owner began using Facebook to live-stream April’s pregnancy as a way to promote the park, but also to educate the public about giraffes, which are currently on the IUCN Red List of Threatened Species. Viewers steadily increased over the last month with April making headlines across the country. Today, there is coverage across national news outlets, in local media markets and of course a major social media blitz. It is clear that the public is in need of a positive, hopeful story given the attention.
However, when animal rights activists labeled Animal Adventure Park’s live-feed as sexually explicit last week it was briefly removed from YouTube. Via a Facebook Live video, the park owner successfully combatted any criticism with a heartfelt, but straightforward message about the park’s goal to create enjoyment for those interested in April, while also educating the public about giraffes. His honesty has been key to captivating a far-reaching audience and his ability to handle negativity will surely help the zoo achieve future success.
Now, while the world is watching, let’s hope April has a speedy and smooth delivery.
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As most industries evolve over the year – particularly in certain sectors of technology – and customers’ needs change, revisiting your overall corporate positioning and messaging is a smart strategy. While some executives may downplay the need for this exercise, overall corporate messaging can:
• Concisely articulate your company’s value propositions
• Shape and narrow core differentiators and eliminate out-of-date messaging
• Provide consistent positioning throughout company-wide communications (sales, marketing, product development, professional services)
• Highlight differentiation without slamming the competition or giving them a voice
• Enable success measurement of marketing/communication initiatives
A refresher messaging exercise should review how your brand is perceived in the market based on industry evolution, current focus, etc. Take time to interview key stakeholders within the organization for their viewpoints and to identify future marketplace trends that may shift current positioning. Also, take stock in industry analyst reports and media coverage that may forecast a change in business challenges and demands.
The messaging refresh doesn’t mean a complete overhaul. Rather, nuanced – but important – changes to the brand can make a huge impact in connecting with key audiences.
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When hot-button issues arise in the media, should your company offer to comment? While we don’t advise taking political sides, if your spokesperson has relevant non-partisan industry insight, advice or analysis to offer, it can be a great opportunity for timely though leadership opportunities.
The agency has been working with client Pace Harmon, a business transformation and outsourcing advisory firm, to provide input for articles surrounding impacts of President-elect and now President Trump’s tech and outsourcing-related policies and Executive Orders. The strategies for leveraging mainstream news stories, however, can be applied universally.
- Follow the story. You or your spokesperson can’t be a valuable resource or expert on an issue if you haven’t read the latest documents and/or articles about the topic.
- When reading these stories, take note of the reporter and editor names that are covering the issue. Often times, if the story is big enough – as it has been lately – new reporters will be assigned the beat, often providing more opportunities for education and basic insights on the topic.
- Make yourself available but agree how far you want to take the opportunity. Timing is everything but time is also precious. Talk to your spokesperson about availability, frequency and priorities for interview opportunities. It can be 24×7 but it also can be managed.
- Be concise and non-partisan. No matter which side of an issue you or your spokesperson is on, recognize you both are representing the company as whole.
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As the year comes to a close, it’s helpful for marketing teams to evaluate what has worked well and what could use improvement in the new year.
While some companies implement PR as a single stream strategy, a perennial lesson learned is the need for an integrated and cohesive PR program. Ultimately, multi-pronged momentum is a key for long-term media relations and thought leadership success.
Whether you’re kicking off a new PR initiative in 2017 or looking to liven up an already-established program, here are a few tips for getting on track with an integrated PR approach:
1) Track Priority Media Consistently – Just as your industry changes, so does the focus of journalists’ media coverage. Rather than only reaching out to media when you have a press announcement, update your priority media list quarterly and keep tabs on how their coverage evolves. By monitoring articles and beat shifts on an ongoing basis, you’ll likely identify more timely and relevant opportunities for your organization’s spokespeople to comment on.
2) Get In Sync with Marketing Programs – Are there specific marketing campaigns or webinars planned for the new year? Will upcoming product announcements focus on mitigating critical customer pain points? Gather your organization’s main marketing messages – at least for Q1 2017 – and align them with PR initiatives – such as offering on-point advice via contributed articles, quoting opportunities, blog posts and speaking engagements.
3) Elevate Case Studies – Do your customer success stories reflect your organization’s value proposition and speak to your core buyer? If you’re selling to a business user but your case study is focused on a technical audience, you may be missing the mark. Think about the story you want to tell and choose customers with recent examples that align. Then take the time to interview them (if they’re willing to participate, of course) and ask the same questions that you’re typical buyers are interested in. Relatable case studies can serve as a goldmine for generating media opportunities and marketing campaigns alike.
However your PR program is shaping up for 2017, take the time to evaluate how your plans tie into your overall corporate strategy and where improvements can be made to strengthen key media relationships and offer solid thought leadership advice to the marketplace.
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It’s hard to believe it is almost Thanksgiving, which means 2017 planning in underway. While mapping out key initiatives for the coming year is important, don’t discount the power of Q4 media relations campaigns.
Following are two ideas for maximizing PR impact during the last part of the calendar year.
Offer 2017 Predictions
Reporters often compile and publish industry forecasts during late Q4, calling on vendors and analysts to share their views of upcoming market trends. Proactively offer your company’s take to reporters, including counter-trend viewpoints that may pique their interest even further.
Arrange Analyst Briefings
If it’s been some time since you briefed major industry analysts, Q4 may be a good time to bring industry influencers up to speed on your company’s evolved marketplace role and competitive position. This strategy also gives you a chance to get on their radar for 2017 reports.
* A version of this post also appeared in the September 2016 issue of The Spark newsletter.
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PR programs are not a short-term investment. In fact, programs that have the chance to evolve with creative ideas and strategies and a variety of tactics are the ones that most often flourish and succeed. While a short three- or six-month PR project can help determine if an agency is a good fit, a long-term PR engagement can generate more meaningful results and build a strong corporate profile.
Y&A has been fortunate to work with many long-time clients and, as their PR programs continue and our work relationships grow, we are able to more effectively drive increased visibility for their organizations, thought leaders and products and strengthen their overall marketing plans.
Devoting time to one campaign and then pausing PR efforts can signal a problem if customers, partners and the media notice a slowdown in corporate news and media/marketing activities. Longer engagements make it possible to work toward an organization’s strategic corporate objectives. Closer relationships between clients and journalists can also be created, which can lead to more media opportunities and a consistent pipeline of news coverage.
Companies should treat PR as a long-term investment for success. When clients become longstanding partners, an agency can provide more value to the organization’s marketing team and help support business goals and make an impact on the bottom line.
*This post originally appeared in Y&A’s Spark Newsletter.
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