7 Things Everyone Should Know About Public Relations

Any public relations firm in Los Angeles will tell you that PR professionals wear many hats. The PR industry combines best marketing practices with strategic communication, editorial, and brand management skills.

A great PR firm can help to build brand credibility, increase sales and improve customer and client relationships. Most people have some idea of what PR professionals actually do. However, there is still some confusion regarding their skillset.

To shine a brighter light on this topic, here’s a list of seven things everyone should know about PR.

7 Important Things You Should Know About PR

PR And Advertising Are Not The Same Thing

People often contact PR agencies with the idea that PR professionals can meet all their advertising needs. Although there are some things that PR and advertising have in common, they are not the same thing.

Where advertising normally utilizes only paid media, PR typically focuses on more organic positive interactions between customers and your brand. In other words, PR focuses more on building trust with your audience. However, both advertising and PR base their promotional approach on thorough market research.

The Skills of PR Professionals

An experienced Los Angeles public relations agency will largely focus on maximizing earned media opportunities.

Aside from writing press releases, newspaper articles, or thought leadership content, a PR professional will also be able to research target markets and personas and create compelling pitches.

They are experts at organizing appearances at social events, writing public speeches, and managing public company crises. Lastly, PR professionals can also track and analyze the effectiveness of marketing campaigns and adjust where needed.

Should Public Relations Experts Use Social Media?

While social media alone cannot offer your brand everything that a PR expert can, it is still an invaluable tool for connecting with your target audience.

Where possible, PR experts should use social media as an amplifier to broadcast your brand story. It is one of the best channels through which you can communicate with your audience in a clear, fun, and relatable way.

Most public relations firms in Los Angeles are experts when it comes to leveraging each social media platform to its full advantage. An experienced PR professional will be able to tailor content so that it captivates your audience on every social media platform.

PR Is Rooted In Strong Values

All public relations firms in Los Angeles are required to act ethically and according to strong moral values. They need to understand your company’s vision and values so they can strategically communicate with your target audience.

Not only are PR professionals required to win the trust of your customers. They should also earn your trust by being open and honest about your brand and communication strategy. This helps to prevent any future crisis from getting worse and creates the necessary room for your brand to grow and flourish.

PR Is All About Building Positive Relationships

A PR expert’s main job is to develop and maintain meaningful relationships with existing and potential customers, clients, and other key stakeholders.

By fostering these relationships, a PR expert can help you to effectively grow your company. It will also help to open the door to new marketing opportunities. In turn, this helps to boost your brand awareness and company credibility.

PR Can Benefit All Industries

Unlike other forms of marketing, PR has the potential to benefit all industries. This is because PR helps to boost brand credibility and influence the perception that customers have of your company. An experienced PR firm is also an invaluable asset during a PR crisis.

No matter your industry, your brand perception can make or break your company. As such, investing in PR is always a good idea when wanting to stay ahead of the competition.

PR Campaigns Is Measurable

We all want to know that the resources and time we invest in our marketing and brand awareness campaigns are worth it. The good news is that a PR expert will be able to measure the effectiveness of marketing campaigns with online tools.

In turn, this will give them the information they need to adjust their marketing efforts where needed. This means that you won’t be guessing when it comes to reaching your target audience. Rather, you can be more strategic and feel more confident that your campaigns will leave a lasting, positive impression.

Conclusion

There is a lot to know about public relations agencies and how they can go about getting your brand the recognition it deserves. By measuring their success, building positive relationships, basing their communication approach on strong ethical values, and incorporating tried and tested advertising tactics, there is little that PR experts can’t do.

To elevate your brand’s reputation to higher levels, consider hiring an experienced PR firm to help you out.

Nick Luvera

How Content Marketing and PR Are Similar

Are you wondering if you should invest in a Los Angeles PR Firm or maybe just increase your content marketing efforts to get your brand’s name out there? Many may not think it, but content marketing and PR are actually quite similar in a myriad of ways.

Both fields can be an invaluable resource for companies when it comes to brand awareness, crisis management, and online marketing.

In this article, we explore the similarities between content marketing and PR and how they can benefit your business.

5 Ways PR is Similar to Content Marketing

Research-Based Marketing Strategies

Both PR and content marketing professionals base their campaign strategies on thorough research.

When it comes to PR, both formal and informal research is done to create a two-way street of communication between a company and its target audience. This research allows a brand to engage with its audience in a relatable way. As a result, it helps to foster trust and sustain new relationships.

Thorough research gives PR professionals a well-rounded understanding of the science behind human behavior. Because of this, they are well equipped to give advice on marketing strategies. Moreover, they are able to nip any crisis situation in the bud.

When it comes to content marketing, it is critical that you understand your target audience. This is key to success. It also involves conducting research on content channels, trendy topics, and digital advancements. This way, you get maximum use out of every article or email.

A Love of Language

Whether you prefer a Los Angeles PR firm or a content marketer to help your business out, both industries require perfect grammar. A love of language is simply a must, as well as attention to detail and an interest in marketing.

Seeing as both PR and content marketing revolves around communication in all its forms, many rounds of edits are conducted before publishing any content.

It may seem like content marketers are more focused on marketing communication and that PR firms are best at protecting a brand’s public image. However, in reality, the duties of both fields tend to overlap a lot.

A brand’s story, no matter which angle you approach it, is one of the most powerful tools to pocket new clients with. Because of this, all content marketers and PR professionals are experts when it comes to telling a brand’s story using the written word.

Know Who You Are Marketing To

Fully understanding who you are marketing to is essential if you want to make a great first impression on your niche market. In order to create impactful content, both content marketers and Los Angeles PR Firms need to have an in-depth understanding of their buyers’ personas.

This data is usually based on a company’s target audience and gives great guidelines on how to reach new clients.

Both PR professionals and content marketers spend hours poring over demographic data and customer surveys. This enables them to fully understand their ideal demographic and adjust their marketing campaigns based on their findings.

Because the data is always changing, this is usually an ongoing process. However, it’s completely worth it. This is because it allows for the retargeting and fine-tuning of current and future marketing campaigns.

Building And Nurturing Relationships

Traditional PR is known for creating and sustaining mutually beneficial relationships with clients. In the past, this was mostly done through magazine articles, public addresses, and other forms of traditional marketing.

Today, lots of Los Angeles PR firms are more readily investing in online marketing. This is largely due to the world becoming more tech-driven. However, it is also because it better enables you to track the success and impact of each marketing campaign. All marketing efforts, whether traditional or digital, aim to strengthen and nurture client relationships.

Content marketing has skyrocketed in the digital age. It relies heavily on creating or sharing articles, videos, podcasts, as well as other media. This helps to attract, engage with or retain a target audience.

When it comes down to it, both PR professionals and content marketers launch strategic marketing campaigns. The goal is the same: to sustain long-term communication with a targeted group of people.

Know Your Way Around Digital Media

When it comes to brand and reputation management, PR and content marketing efforts go hand and hand. Both fields must know their way around digital media in order to better target their audience.

Paid media, articles, press releases, videos, and other forms of digital media all play a vital role in building a trustworthy, relatable brand.

This is why both content marketers and PR professionals are experts when it comes to online content creation and a wide range of digital tools.

In A Nutshell

If you are still on the fence about choosing a Los Angeles PR firm or content marketer to help your brand out, just remember that they have a lot of skill sets in common. When it comes to digital media, brand awareness, and content creation, both PR professionals and content marketers are equally qualified to put your company on the map.

Nick Luvera

Practice Active Listening

The goal of any PR firm is to help clients craft messaging and then clearly communicate. But what is the most important way to prepare empathetic, and relatable communication? Active listening.

By really listening to what your clients’ target markets are saying, you can effectively position brands into market segments.

In this article, we will dive into what active listening entails and how it helps you to better understand what your client base truly needs.

What Is Active Listening?

When it comes down to it, active listening requires you to be genuinely interested in the everyday concerns, wants, and needs of your target audience.

It enables you to look at your brand from another vantage point and objectively analyze your shortcomings. More importantly, it also enables you to truly understand what your audience thinks about your brand and why.

This allows you to weigh the opinions of others against what your business stands for and then respond in a relatable, meaningful way.

All brands have a story to tell. The question is, do you truly know your target market? Or do you have preconceived notions that cause your brand story to fall on deaf ears?

How Does a Company Practice Active Listening?

As companies grow, it might be tempting to gear your communication style to achieve monetary goals. While this isn’t wrong, it is still important to follow these next steps. This helps to ensure that you stay in touch with your target market on an emotional, practical, and intellectual level.

  • Invest in industry research. By keeping up with the evolution of your target market, you can tweak your communication style to provide solutions for their current problems.
  • View dissatisfied customers or clients as opportunities to learn and gain invaluable information.
  • Proactively work to prevent or resolve mistakes rather than denying their existence.
  • Make every customer feel heard by opening yourself up to honest critique. Apologize where it’s needed and create open lines of communication within your company.

Why Does It Matter In Public Relations?

By actively listening, a PR firm can help a company to confirm its approach to its target market. In the long run, this can help a business to examine a situation from multiple perspectives.

Active listening can also help PR firms to come up with proactive local media relations campaigns. This can aid your brand in taking control over the narrative and allow you to tell your brand’s story in a compelling, authentic way.

Active listening can help your PR team in strengthening your existing messaging, identifying communication misunderstandings, and even inspire new product ideas or identify an entirely new customer base

The Advantages of Active Listening In PR

There are plenty of advantages that active listening can offer your company. With the help of an experienced PR firm that knows how to correctly apply the principles of active listening, your company can benefit in the following ways:

  • Better understand the communication style of your target audience.
  • Better understand the fears, hopes, and dreams of your target audience.
  • Create a communication strategy that will resonate with your customer base.
  • Keep you up to date with trends or fads that your customer base finds appealing.
  • Help you to objectively analyze the shortcomings of your company.
  • Help you to lead your audience towards a solution that will benefit both them and your company.
  • Be proactive when it comes to communication misunderstandings.
  • Help to minimize the financial losses arising from lawsuits.
  • Clearly communicate your brand’s story and message.
  • Help you to structure thought leadership articles that your audience wants to read.
  • Help you to identify new customer bases or inspire new product development.

When it comes down to it, actively listening starts with empathy. If you can successfully place yourself in your customers’ shoes, you have a better chance of understanding what they need.

The idea of really listening and opening yourself up to criticism can be daunting. However, it can also help you to build a more successful company. When you put it all in perspective, it’s a rather simple practice for ensuring future success.

Final Thoughts

By hiring a Public Relations firm to help you actively listen to your target audience, you can create a more relatable, empathetic, and meaningful brand. With so much digital noise bombarding customers on a daily basis, this is a sure-fire way to stand out above your competition.

Make sure your brand is heard by taking the time to listen to what your customers have to say.

Nick Luvera

How Can PR Help My Architectural Firm?

Architects are great at drawing up building plans, but most aren’t experts at marketing their own firms. This is where PR comes in. Highly specialized PR firms can help you to stand out from the Architectural crowd.

Not only are they essential to getting new clients, but they can also help boost brand credibility and authority. In this article, we list the top five ways that PR can help your architectural firm.

1. Find Common Ground With Your Clients

Why should potential clients hire your architectural firm to design their next building? With so many other architectural firms out there, it can be hard to land your next client. The trick lies in finding common ground with potential clients. There are many ways to do this, but one primary way is by relaying your brand values through your marketing endeavors.

Every leadership piece, networking opportunity, influencer connection, or social media post gives you an opportunity to tell your brand’s story. By knowing what your company values are, potential clients can find common ground with your brand. This means you’ll attract clients that believe what you believe, and want what you want.

Not only does this make working together much easier, but it also helps to cultivate trust. If your clients really trust you, it will open the door for future collaborations.

2. Strengthen Your Community Ties

Your brand’s reputation can either hinder or boost the success of your company. One thing that an experienced PR firm will be able to help with is strengthening your community relationships.

It is essential to form new connections and build new ties within your local market. This can be done by designing a building for charity, getting involved in local architectural groups, or helping other causes related to your firm.

The more active you are in your community, the more you’ll cement your brand presence. Public relations can also help you to form new relationships with influencers that speak to the community. This will enable you to get your brand message across, establish authority, and make new connections.

3. Enhance Your Online Presence

Building a brand in this digital age can be both extremely rewarding and taxing. Nurturing your online presence is a full-time job and can be difficult to manage without any help.

PR agencies will be able to support your online endeavors and guide you in the right direction. Should things go south and disaster strikes, they can also step in and preserve your company image.

Social media, website SEO, advertorials, press releases, and other digital content all play a vital role in establishing a positive company image. The importance of instant client communication that’s both authentic and professional cannot be overlooked. All of this forms part of marketing communications, which is one of the roles that PR professionals excel in.

To really give your online presence a boost, you should also have great connections with publicists and online journalists. This way, you can share your content on other online platforms and link back to your website. This will ensure a better SEO ranking for your website and increase your overall monthly website traffic. 

4. Generating New Leads

Getting new leads that actually turn into clients is not as easy as it once was. Back in the day, traditional advertising proved to be extremely successful in growing your business.

Now, people – especially millennials – are distrustful of obvious advertising methods. Instead, they prefer authentic recommendations. This doesn’t mean that traditional marketing can’t be successful, it just all depends on your target market.

The recommended approach now is to make use of a myriad of advertising avenues to guarantee success. Effective PR can help your architectural business to thrive by tapping into every available advertising resource.

PR professionals are also trained to communicate both authentically and effectively. In other words, by making use of a PR firm, your brand message is more likely to resonate with your target audience.

5. Boosting Your Credibility

If well-known and respected traditional or online media titles start publishing articles that promote your brand, it will help to boost brand credibility. Not every architectural firm gets the opportunity to be featured in high-end publications. In other words, if you were chosen among a sea of companies, then you are definitely worth mentioning.

Readers of these prized publications know that only the top companies get featured. This is why getting published on the right platform is such a big deal. With a great PR team at your side, this is a definite possibility.

As more and more people read and hear positive things about your architectural firm, more business will come your way.

Final Thoughts

Getting the right marketing guidance is essential if you want to build a thriving architectural brand that will last for years to come. By investing in an experienced PR firm, you can acquire more leads, build credibility, and enhance your brand’s online presence.

Nick Luvera

5 Tips To Grab Major Public Relations Media Attention

5 Tips To Grab Major Public Relations Media Attention - The Hoyt Organization

In order for your brand to get the recognition it deserves, you’ll have to get creative. Media outlets, journalists, and news agencies won’t just give anyone the time of day. They are looking for the next big story that will really be worth their time. Below, we will be looking at five tips that will ensure lots of public relations media attention.

5 Expert PR Tips For Attracting Media Attention

Mingle With The Right Crowd

Networking opportunities can take up a lot of time, but if done right, then it is definitely time well spent. Of course, if you hired an experienced PR firm, then you might not have to attend events on a regular basis. However, the point can also be argued that one can never have too many mutually beneficial connections.

When attending conferences, there are usually multiple opportunities to rub shoulders with journalists, influencers, academics in your field of work, and other speakers. Not only will this allow you to tell your company story, but you might just meet someone that can help introduce your brand to future clients.

Events are especially important to attend or even host when your company is launching a new product, feature, or after reaching an important milestone. The bigger your contact list is, the more people you can invite. If the right people show up, then your event will definitely make front-page news.

Remember to always have a great photographer on standby so you can make the most of each event. The more quality event coverage you have, the better you can supply journalists with all they need to make your event the talk of the town.

Use Social Media To Build Connections

One thing PR firms are really great at is initiating communications with customers and media members on social media. However, if you or your brand are really well-known, then you can certainly also give it a whirl.

Whether you are looking for traditional media coverage or digital media coverage, it can be hard to get a journalist’s undivided attention. This is where social media can help you out. Twitter and Facebook allow you to casually meet people by simply initiating a conversation.

Granted, you may have to comment, retweet, share, and like a few posts before you get a reaction. But, consistency usually pays off in the long haul. Building a solid relationship online takes time. However, if you are successful, your company could get more media attention and you could be one media connection richer.

Research Your Story Ideas

Before pitching a story to a media house or news agency, it is important to do your research. You should know the ins and outs of your topic, industry, target audience, competitive landscape, and who you should pitch your story to. With great PR support, this entire process is usually quick, thorough, and fun!

Your brand should have a third-party analysis, along with plenty of factual information like stats and data to support your story idea. By knowing what has already been published in recent months, you can ensure that your pitch or story angle is unique.

It is also a good idea to comment on industry trends and give a new perspective on a specific topic. This way, your brand voice stays relevant and you’ll have a greater chance of being published in multiple outlets.

Word Of Mouth

Word of mouth can be a pretty powerful tool, especially if the right people start talking about your company. Who exactly can create that kind of buzz? Influencers!

By collaborating with industry influencers, you can build brand credibility. If a relevant or popular influencer backs your company, their entire audience base will know your brand’s name. If they like what they see, the word will definitely spread.

By connecting with influencers that are compatible with your brand, you could indirectly be targeting future customers.

Focus On Creating Engaging Content

Your audience has questions, and you could be the one that they look to for guidance. That is, if you are creating engaging, high-quality content that answers all of their questions. Content will always be king!

It could be a blog, company website, advertising or social media post. The important thing is that all your content is shareable and that you have a click-worthy heading.

If your audience likes what you write, they will automatically share it with everyone. In other words, great content can turn your audience into brand ambassadors. Oftentimes, this is exactly how something ends up going viral.

You don’t necessarily have to engage on all the social media platforms available to you to get your content out there. Choose the ones that make the most sense to your brand and that will generate the most brand loyalty.

In a Nutshell

The great thing about grabbing public relations media attention is that you don’t have to do it alone. If this process seems a bit daunting to you, then you can always turn to a professional PR firm to help you out.

Nick Luvera

Building Your Healthcare Brand With Public Relations Strategies

Need a more strategic approach to growing your healthcare brand? By investing in an experienced and reputable PR firm, you can really zero in on your customers’ wants and needs.

By communicating in a clear, relatable way, your brand can build patient trust and increase customer satisfaction. In this article, we are focusing on different public relations strategies that can help to put your healthcare brand on the map.

Why Healthcare Brands Need PR

Most healthcare brands are promising the world to potential customers. But, do these healthcare providers really care about each individual’s physical health? And if they do, how will they be able to convince you of that?

People are being flooded with marketing material on a day-to-day basis. So, it’s crucial that your brand’s message stands out and is both clear and personable.

Building a trusted, well-known brand doesn’t just happen overnight. It requires strategic planning in order to capitalize on each opportunity that comes your way.

This is where reliable PR firms really shine. They can help your healthcare brand to establish thought leadership by ensuring your brand stays in the spotlight on a multitude of traditional and digital platforms. PR firms have plenty of publishing tools at their disposal. However, knowing when and how to use those tools is the actual key to success.

Of course, you could try to juggle all of these marketing responsibilities yourself. But remember that mistakes in the marketing world can be costly. Luckily, with a PR professional at your side, you can address complaints head-on and keep your brand’s name clean.

How do PR firms accomplish all this and what strategies do they rely on the most to build a successful brand? Well, we have more than one tip hidden up our sleeves!

4 PR Tips For Building Your Healthcare Brand

Personalize Customer Communication

Truly understanding your audience is key when you want every communication opportunity to be effective. PR firms will establish who the ideal customers are that you are trying to reach and then research their wants and needs.

A well-informed, strategic communication approach almost guarantees resonating and relatable interactions with potential customers.

Furthermore, PR firms can also help their clients to personalize their communication approach by developing a key messaging platform. Of course, this is done after they’ve identified the most effective ways to reach your target audience.

Proactively Protect and Boost Your Brand’s Reputation

The healthcare industry is definitely not without its hurdles. An experienced PR firm can protect your brand by being proactive when it comes to crisis management. How do they do this? Simply put, PR professionals are always on the lookout when it comes to negative reviews, new healthcare trends, or regulatory changes.

By constantly researching and staying in the loop, we can help to advise your next steps. By knowing what lies on the horizon, you can plan an expert response or be prepared for any industry changes. Knowledge is power, and in this case, it’s definitely true.

Seeing that healthcare organizations are particularly vulnerable to crisis situations, an experienced PR firm will definitely be able to help you navigate any stormy weather.

Increase The Reach Of Your Brand’s Publicity

A great PR firm will have the right industry-specific connections on hand to optimize any publicity opportunity that your brand lands. PR professionals have extensive digital PR strategies in place that extend the reach of coverage opportunities. This means you will likely be able to reach more people than you would when trying to build a name for yourself on your own.

From organizing third parties to share your content online or get other well-known businesses to link back to your website, there are plenty of ways PR firms can put the spotlight on your brand.

This doesn’t just pertain to digital marketing though. PR professionals can also arrange the strategic publication of thought leadership articles so you can maximize your brand’s reach.

Establish a Publishing Strategy

Ever wondered what people really want to read about in your industry? PR professionals know the answer to this question and can help with the layout of articles so you hit all the right notes. This can be geared towards thought leadership, or simply stating your opinion regarding a new trend or healthcare topic.

The bottom line is that health-orientated individuals want to know what the industry experts are thinking.

With the guidance of a PR expert, your brand can become a very relevant voice in the healthcare industry. The great news is that PR experts will not only help you with the layout of your article but will also get it published at the optimum time.

In Conclusion

By investing in a solid PR firm, you can better build your healthcare brand with effective strategies that will help you to stand out from the crowd.

Nick Luvera

How The Hoyt Organization Can Assist Residential Brokerage Firms

Attract People Outside Your Geographical Area

Selling homes to existing clients is one thing, but getting new clients on a regular basis is another venture entirely. Real estate brokers don’t always have time to do some of the public relations heavy lifting necessary to stay competitive.

By hiring an expert PR firm that can guarantee more exposure for your business, you can focus on more important tasks.

If you have big listings that will appeal more to people outside your local geographical area, the Hoyt Organization can help you out. By leveraging social media, traditional publishing outlets, and other advertising avenues, we can get a more diverse pool of clients to come knocking on your door.

Get New Clients

Some residential brokerage firms are struggling to find new clients. The Covid-19 pandemic may cause people to think twice before buying or selling right now. So how can the Hoyt Organization assist you in finding new clients?

The key lies in convincing new clients that your organization is better positioned to meet all their needs.

Our PR experts can help to build your brand to do just that. By communicating with new clients on their level, you are more likely to pique their interest.

What do your client base and potential clients want and need right now at this moment in time? And what is the best way to help them get it? Our experts have years of experience under their belts and can help your residential brokerage firm to figure it out.

Make Sure Your Realtor Events Are Well Attended

As a brokerage firm, you have to make sure that events regarding new launches, events, or listings are well-attended. However, keeping everyone in the loop with what’s going on can sometimes feel like a full-time job.

How can the Hoyt Organization assist with this? We know exactly what media coverage you need and where you will get the most traction.

Furthermore, we can also arrange for photographers and experienced media professionals at each event. This way, you can rest assured that your new listings are getting the best exposure. If more people know about your events, then more people are likely to attend them.

Attract The Right Buyers

Any interest is great for business, right? Well, not always.

If you have a multi-million dollar listing, but you are constantly attracting the wrong buyers, then it’s not exactly a win-win situation.

The Hoyt Organization can help your brokerage firm to cater to the right demographic for each new listing. This means you will actually save on advertising costs because you’re refining your advertising strategy.

Sometimes, it is more about working smarter than working harder. With the Hoyt Organization, we can focus on getting you the right leads, so you can close the deal.

Get More Online Traffic

A lot of the time, a brokerage firm may not garner the attention it deserves simply because people don’t know enough about the company. How can you fix this? By giving people the answers they are already searching for. 

By implementing proper SEO techniques, content marketing, Google ads and other paid marketing techniques, you can increase your online traffic.

Why is this a good thing? Essentially, it means you can give everyone all the information they are looking for in one place. This will not only save your brokerage time but will also allow you to meet people where they are at in their buyer journey so that you can know exactly what they need and when.

Make The Most Of All Communication Opportunities

Whether you need to manage a crisis, or you have a press release to attend, you have to know how to communicate properly and clearly. The Hoyt Organization can help you to stay on top of all your engagements, press releases, and functions.

Knowing what to say is just as important as how you say it. At the Hoyt Organization, we can help you to navigate sensitive situations with ease. We understand that retaining your existing clients can be just as important as getting new ones.

In Conclusion

As a residential brokerage firm, you have a lot on your plate. However, with the Hoyt Organization’s PR expertise, you can focus on what’s important to you.

We specialize in communication and marketing strategies and can help you reach new clientele. If you want to get the exposure that your brokerage firm deserves, don’t hesitate to contact us.

Nick Luvera

How to Market to Gen-N

If the Coronavirus pandemic has taught us anything it’s that we need to adapt to survive. The world of e-commerce did just that by creating a contactless, convenient shopping experience. The result: Generation Novel or Gen-N. The evolution of an entirely new consumer from the introduction of conveniences like curbside pickup and click-and-collect.

But, the needs of Gen-N are ever-changing and, as such, your marketing techniques must change with them. In this article, we look at a few tips and tricks to keep your company ahead of the game. So, keep reading to find out more about how to market to Gen-N!

The Current Market Landscape

Against the backdrop of the Covid-19 pandemic, e-commerce saw growth equivalent to 10 years in just 3 months. The United States alone saw an increase in online transactions from 11% to 14%. This was a direct result of confining consumers to their homes.

Therefore, Gen-N (having evolved from a global pandemic) have greater expectations for companies and brands. They value how brands and companies react in a time of crisis. What this means is that while there is an expectation of constant digital improvement, transformation in line with society is also essential.

In other words, Gen-N places greater emphasis on the values and trustworthiness of a brand. So, businesses should not only provide a service but also improve on how they engage with and contribute to society.

How to Market to Gen-N

It’s clear that to compete in the current market brands must meet the needs of the Gen-N consumer. Below we look at 5 marketing tips that will keep your brand both relevant and competitive.

Emphasize your brand values

Covid-19 is teaching many of us to realign our values. While the digital market grows, our personal lives slow down.

People are spending more time at home with family, helping out in their communities, and giving back to the less fortunate. And Gen-N is starting to hold brands accountable and demanding they do the same.

Therefore, the success of your brand also depends on your role in society. For example, how do you help the environment? What are your social practices? Do you value your employees?

These are all important factors to Gen-N that help them to identify with your brand. Our newest consumer is all about spending money with a conscience.

Be transparent

Gen-N expects full transparency when it comes to your brand and its values. In this way, it’s not enough to simply align your business with certain values. Your consumers must see the difference your company makes in society. Showing Gen-N that you are genuine in your attempts to help others builds trust and brand loyalty.

Provide a good user experience

A good user experience is essential to keep Gen-N coming back to your brand. With most consumers confined to their homes feeling anxious or stressed, their digital shopping experience should be as pleasant as possible.

To achieve this consider doing the following:

  1. Offer new ways to get existing products
  2. Expand customer engagement methods
  3. Offer new types of products and services
  4. Make sure that your website is easy to use and that transactions are seamless

Further, a personalized experience is always a good one. Use data to get to know your consumer better and tailor product recommendations and blog suggestions to their needs.

Offer good service and support

Offering good service and support is key to establishing brand loyalty. A study by McKinsey shows that 75% of US consumers have tried different stores, websites, or brands during Covid-19. And 60% of these consumers would switch to these brands or stores at some point in the future.

This shows that as the digital market continues to grow, consumers are just one bad experience away from dropping your brand and finding another. But, by providing good service and after-sale support, consumers feel appreciated and will feel more loyal to your brand.

Be innovative

Gen-N is not made up of any specific demographic. It includes everyone from baby boomers to millennials. So, you can’t use a one-size-fits-all marketing approach.

To stay relevant, you must constantly improve your brand, product, and your online platform. Check in with your clients, ask for feedback, and improve their experience accordingly.

Brand innovation is also key to retaining customers. This is because an increasingly tech-savvy Gen-N will expect online conveniences even post Covid-19. In other words, consumer expectations will not change when the pandemic ends. If anything, the standard to meet will be higher.

Key Takeaways

It’s clear that for a brand to be successful and compete in the market it must do more than develop a great product. The digital-first Gen-N gets behind brands they can identify with and that contribute to society.

The marketing strategies you use can make a big difference to the success of your brand. So, to ensure your brand stays relevant, apply some of these marketing tips and watch your business grow to new heights!

Nick Luvera

How To Amplify Your Real Estate Development Brand with PR

One of the key factors for real estate developers to attract more customers is increased brand awareness. By investing in an experienced real estate public relations firm, you will be improve your credibility in the competitive landscape and position your business as an expert in the real estate development industry.

Below, we will look at five ways in which public relations can boost your real estate brand.

5 Ways To Enhance Your Real Estate Brand With Public Relations

Shine A Spotlight On New Developments

Whenever a new development is in the works, good exposure is crucial if you want to ensure maximum profits.

So, you want to make sure you use PR techniques to promote your new developments. Highlight the entire construction and sales process to keep potential buyers interested and invested in the development.

Having a PR firm here is very beneficial. They know exactly what mediums to utilize to relay your brand’s unique vision behind each project. This way, you can boost awareness of your projects and brand.

A property PR firm will know exactly what type of coverage media houses will want, whether it’s photos or press releases. Most PR firms have great connections with other media outlets. As such, they are experts at ensuring your brand gets the recognition it deserves.

Make Your Voice Heard

People tend to listen to experts in any given field. Information gleaned from a reliable source is worth its weight in gold. Why not become that trusted voice to your clients?

Your real estate development brand can make a name for itself by providing regular commentary on market-related affairs in respected media outlets. Together with property PR, you can decide on a media outlet that will best suit your brand and build your business profile.

When new legislation impacts the housing market, your brand could be the voice that potential investors turn to in order to make educated decisions. Transparency breeds trust, which is why property investors tend to trust undiluted, logical insight. By becoming the voice of the real estate development industry, more clients will come knocking on your door.

Write About Your Buyers

Buyers are always keen to read about the experiences of other buyers that are in the same boat as them.

So, ask your buyers if they would want to feature their buying experience as a case study on your website. By telling their story, you can showcase how your business is uniquely qualified to help meet clients’ needs.

Furthermore, you can also use their story as a testimonial, which could help in landing even more clients. Just be sure to get their written approval before using their story on any platform.

Your PR firm can also feature your buyers’ stories in traditional media publications if you have permission to do so. The best bit about hiring a PR firm to write about your buyers’ stories, is that you get to focus on what you love while all the marketing is taken care of by experienced PR professionals.

Get On The International Bandwagon

Seeing as property investment is an international business, it is a good idea to secure coverage in real estate magazines within select markets. A PR agency will be able to get your property developments in front of the right buyers.

PR firms can target international investors by securing coverage in key global publications. In fact, there are quite a few estate investment titles that will accept articles on different regional markets.

The great thing about PR firms is that most of them have a wide network of close editor acquaintances on speed dial. This makes getting published in these esteemed global publications a lot simpler.

Become A Social Butterfly

Most real estate developers will agree that they have very little time to engage with potential clients on social media platforms. However, when hiring an esteemed PR firm, this is easily taken care of.

By making sure that a regular stream of quality content is released on a monthly basis, you can effectively build a loyal brand following. Guides, press releases, and case studies can all form part of your content calendar and effectively lead potential clients to your website.

Whenever your PR team arranges for an article about your business to be published in a well-known publication, that media house will likely also share the article on their own social media platforms. By doing this, your brand’s audience gets amplified. As a result, you could round up even more potential clients.

Final Thoughts

When it comes down to it, there are a lot of ways in which to amplify your real estate development brand with PR. Not only can PR shine a spotlight on your new developments, but it can also help to build your brand through social media and by securing article

Nick Luvera

Using Data and Analytics To Increase Brand Awareness

Data analytics tools have become an increasingly important instrument in a brand’s arsenal. With such a wealth of data online, it would be a waste to not leverage it fully. Effective analysis can give brands the edge they need to reach their target audience.

So, let’s talk about some techniques companies can use to increase their brand awareness online.

5 Ways to Boost Brand Awareness With Data and Analytics

Manage Social Media Channels

Utilizing your social media pages is a great way to boost awareness. Not only do these platforms have enormous reach, but they also provide a wealth of built-in data and analytical tools. These tools enable you to track metrics, such as engagement and reach, so that you can gain deeper insights into your audience and how they interact with your brand.

However, platforms attract different demographics. Consider how Instagram’s user base differs in age from LinkedIn’s and how that affects the way they interact with you.

Collating data helps to identify which audiences are interacting with your company. In turn, this information can be used to find the channels that work best with the content you’re producing.

Boost Email Marketing Performance

It may seem outdated, but email marketing is still one of the most effective channels of communication. This is because practically everyone in the world has an email address that they use regularly.

The problem many companies face is that it can be difficult to measure the success of their email campaigns. Data from email service providers, like Mailchimp for instance, can help with this problem. They give companies the tools they need to properly track customer engagement metrics and set KPIs.

How many people are opening your emails? How often are your newsletters being reported as spam? What is your click-through rate?

Being able to answer these questions allows you to fine-tune your email campaigns. This way, you can ensure you provide relevant, interesting content to your target audience or audience segments. As a result, your brand will become more recognizable to your target audience thus boosting your brand awareness.

Focus On Personalization

Personalization has become increasingly important over the last decade. Customers are more likely now than ever before to switch brand loyalty when personalization is done effectively.

You can use analytical tools to understand the needs of individual consumers and automate advertising to target them specifically.

This practice has proven itself in the e-commerce and streaming industries. Brands like Amazon and Netflix have perfected curating individual content feeds based on a consumer’s behavior.

So, with effective personalization, you can boost your brand image among your target audience.

Create and Curate Effective Content

One of the many challenges facing marketers planning out new campaigns is deciding on the direction, tone, and positioning of the marketing content. Fortunately, data can help lead the way.

For example, companies can gather information through surveys or by measuring various metrics, such as traffic to their web pages. This helps to illuminate what kind of content their audience is looking for.

Using this information will help you understand your customer’s needs and how you can address them with your content. In doing so, you make your content and website more discoverable – thereby boosting your brand awareness and credibility.

Detailed Reporting

Data is nothing more than a long string of numbers that on their own don’t mean much. It needs to be interpreted using analytical tools to form usable information. This then provides you with the metrics you need to measure performance. 

Another advantage of broad-spectrum data analysis is that it provides businesses with a holistic view of their performance. You can see where exactly your strengths and weaknesses lie.

By analyzing reports generated through analytics tools, like Google Analytics, you can easily evaluate your online presence. This will enable you to see where you can improve your brand awareness strategy.

Using Data to Boost Brand Awareness

So we know all the areas that data can be used in to boost awareness, but knowing exactly what to do with all that data is just as much of a challenge.

The first step in this process is planning. Before starting any PR campaign or measuring performance metrics, you need to know what your goals are. Knowing beforehand what the intended outcome of a campaign is will inform which metrics you keep track of.

For example, if you want to boost your share of media coverage, you need to use data to tell you where you currently stand. Then you can set reasonable KPIs for your campaign, and use the same analytics to tell you how you performed.

Final Thoughts

In this digital age, brand awareness is crucial as it establishes trust and credibility with consumers. If you want your brand to perform well, and more importantly, outperform your competition, use data analytics to drive you forward!

Nick Luvera

5 Critical Crisis Management Skills

When a crisis happens, companies in the greater Los Angeles area often look to a California public relations agency to manage the situation promptly and professionally.

Managing difficult situations after a crisis arises demands providing expert communication with media, government entities, customers, and company employees when a sticky situation arises. To handle any crisis properly, businesses must possess the following five critical management skills.

5 Essential Crisis Management Skills To Handle Situations Well

Anticipate

The first rule for Los Angeles Public Relations agencies is to be honest about the facts and to anticipate what’s to come when a crisis occurs. This means that you have to be mentally prepared, keep calm, and effectively relay your communications plan to the entire team and all stakeholders.

Initially managing their anxiety and being the voice of leadership and reason will calm the situation. Avoid being reactive or blaming others for the mistake. Also, be humble. An arrogant attitude can be extremely toxic in a crisis and won’t be conducive to solving the problem.

You need to anticipate what the media response will be ahead of time and favor a logical, analytical approach instead of being emotional. In doing so, you will prevent misinformation . You can establish the narrative before the media has a chance to run away with the story.

Communicate

The ability to communicate clearly, especially when dealing with a crisis, is a skill that can only be mastered over time. This includes being able to communicate with your employees as well as customers and the general public.

When a crisis arises, you need to communicate clearly, concisely, and in a timely manner. This helps to prevent panic and provide pertinent information to all the parties that need it.

Not communicating with all the people that will be affected by a crisis, will likely lead others to come to their own conclusions. This is never a good thing when trying to contain the situation.

Make sure that everyone is on the same page when it comes to new developments. Release internal communication before anything is announced to the public. Finally, make sure that you provide everyone with updated action plans.

Listen

Before jumping headfirst into managing a crisis, it is important that the public relations agency you hired fully understand the crisis at hand. This means that you have to be willing to first listen to what your PR agency has to say and then listen to what the wronged party has to say.

This process will require you to actively listen, not only to what is being said but also to what is not being said. To truly make everyone feel like they are being heard, you need to first know what you did wrong and why this is so upsetting. Empathy and listening to understand, rather than to respond, will go a long way to achieving this goal.

Learn

Any Los Angeles public relations agency will tell you that managing a crisis gets easier the more you do it. In other words, there is a lot of room to grow in this area and to learn from your mistakes.

If it’s possible, take the time to learn from other businesses in similar industries to see how they handle sticky situations. By learning from other’s mistakes, you can avoid making them yourself.

However, if you find that you didn’t manage a crisis effectively, it’s not the end of the world. Just be sure to learn from your mistakes. Analyze your decision-making process and determine where exactly you went wrong.

Any Public Relations agency worth their salt will tell you that this is a learning process. So, don’t be too hard on yourself or your employees.

Lead

As a business owner, your schedule is probably full. However, when it comes to managing a crisis, your employees will still expect you to take the reins and control the situation effectively. This means you have to be proactive and not be afraid to call in help when the situation calls for it.

By hiring a great PR agency, you can keep any crisis from escalating and make sure that everybody stays on the same page. In situations like this, it is vital that you explain the reasoning behind your strategy to your employees ahead of time. This helps you gain their backing and their support. 

Key Takeaways

By mastering these five critical crisis management skills, your business will be able to impress your employees and retain your clients during any crisis. And, with the expert help of a California public relations agency, you never have to be caught off guard when a less than ideal situation unfolds in the public eye.

Nick Luvera

How To Improve Your Brand With Networking and Pitches

When it comes to improving your brand, we cannot emphasize the importance of building solid business relationships and delivering great pitches enough. This rings true for businesses in all sectors and niches. In order to be successful in your sector, you have to be willing to establish and maintain healthy connections. This is where good networking and pitching skills are essential.

Here are some networking and pitching techniques that can help improve your brand.

Learn To Truly Listen

To perfect your networking skills, you have to get to know the people and culture of the company that you want to approach. After all, you are doing business with people. So, you have to know how to make someone feel at ease and form a connection with them. People will sometimes forget what you said, but they will never forget how you made them feel.

Making people feel truly heard is very important. This shows that you are not just interested in what they can give you, but that you prioritize their story above their success. How does one do this? By asking the right questions.

Instead of waiting for someone to finish their sentence so you can reply and shove your business card in their hand, listen intently to what they have to say. Base follow-up questions on what that person said. Truly try to understand why they do what they do, what you have in common, and how you can benefit them.

This approach will not only help you to network more efficiently but will also allow you to turn your pitches into in-depth conversations, rather than awkward monologues. Once you have business acquaintances that feel heard, understood, and valued, your pitches will come naturally and have a much higher success rate.

Be The Solution, Not The Problem

A lot of companies use networking events as opportunities to find solutions. Don’t be that person that views potential connections as your next meal ticket. Instead, always give more than you take. Try to offer value and solutions to other companies and prioritize them above yourself. Know their story before you dive into yours.

People crave authentic connections. By always asking for favors but not being open to helping others, you will actually frighten potential business partners away and be counterproductive. So, don’t start your conversation with business matters. Instead, start by getting to know the person standing in front of you.

Yes, at the end of the day you also want more publicity for your own brand. However, by being a resource to other companies and business contacts, media coverage will be a natural byproduct. So don’t force it but rather just do your part, be authentic, and wait for the free publicity to come to you.

Invest In The Right People

By knowing who your client base is and what connections you still need to form to get your clients where they want to go, you can fortify relationships with the right outlets and influencers. In contrast to popular belief, trying to reach and work with everyone in your industry is simply not a practical way to build and maintain lasting professional relationships.

Instead, you should buckle down your efforts and only focus on a select couple of outlets and businesses that you really want to collaborate with. Making sure that you collaborate with people and businesses who have the right target audience. This will have a stronger impact than if you choose collaborators based on the size of their reach.

By tightening your circle, you will also have more time on your hands to focus on the work and maintain the professional relationships you already have. Remember, it is important to not spread your networking efforts too thin if you cannot maintain extra relationships.

The Perfect Pitch

The secret to the perfect pitch is that you have to ditch the traditional pitching format. Apart from being able to properly introduce yourself and show how you have benefitted your clients, your pitch should be less about the work and more about portraying your passion and evoking curiosity.

How does one do that exactly? Start by telling your company’s unique story. What led you to start your business in the first place? Mention the success that your clients or customers have achieved thanks to your help.

This will let people know that you really love what you do and that you view your clients’ success as your own. Furthermore, they will also be wondering how you managed these successes, which will lead to more questions. Before you know it, an exciting conversation will ensue – which is exactly what you want!

The Takeaway

When it comes to networking and delivering that perfect pitch, people crave authenticity. If you want to stand out from the crowd, really listen to what they have to say. Remember to aim for a meaningful conversation rather than pitching an unsolicited idea. This will help you to strengthen your brand as you will come across as more authentic and trustworthy. 

Nick Luvera

Healthcare PR Strategies As Covid Rules Change

COVID-19 has wreaked havoc in all industries but has made life especially difficult for those in the healthcare sector. This is especially true when it comes to conveying accurate medical information to the public. The rules surrounding the pandemic constantly change!

In this article, we explore the various PR strategies that your healthcare firm should implement during this trying time.

Back to the Basics

Media outlets rely on trusted and respected medical experts to convey accurate information regarding COVID-19. Public relations firms also need to follow the science and guidance provided by the medical community in order to develop strategies about messaging. Conveying accurate information that evolves rather quickly about COVID-19 on a timely basis is a big responsibility.

Accuracy and Sensitivity are Key

Although mortality rates differ across the world, one thing is for certain. A lot of people have lost loved ones to COVID-19. This pandemic causes not only physical strain and emotional trauma, but also financial burdens to millions of families.

PR firms need to provide communication compassionately and clearly. It’s important to convey statistics and other relevant information while keeping the reality of this pandemic’s destruction in mind.

Statistics regarding infection and death tolls are always changing. As such, health industry communication requires greater accuracy compared to other industries. So, when it comes to PR, you need to fact-check your information thoroughly. This ensures that what you are saying is up to date and accurate.

Abide by the Rules

All healthcare facilities adhere to strict protocols. These are regulated by the Health Insurance Portability and Accountability Act (HIPAA), the Federal Drug Administration (FDA), and other healthcare agencies.

You need to abide by certain rules and regulations set forth by these institutions. Any promotions for treatments or medicines are usually prohibited. Or, there are often significant restrictions placed on these products with regards to what you can claim they do.

Understanding the medical terms as well and the science behind them helps demonstrate your firm’s expertise. Having a point person in the organization to lead the communications processes will also help you to better convey technical medical terms to the general public.

COVID-19: Adapting Your PR Strategy On The Fly

Communicate New COVID-19 Policies to Healthcare Staff First

The COVID-19 onslaught comes in waves. As such, frequent policy changes are being made to help manage the effects of the pandemic. The more we learn about the COVID-19 virus, the more accurately we can mitigate its effects. But, this also means that nothing is set in stone.

To keep track of all these changes, healthcare facilities need to regularly distribute updated internal communication strategies. It is important to do this before any outside communication takes place. This ensures that all healthcare workers are always on the same page regarding protocol.

For this to happen, it would be best to adopt a multichannel internal communication strategy. This way, you can incorporate various tools like mobile and desktop alert apps. You can reach your staff in numerous ways and help to transition your entire workforce to new policies seamlessly.

Allow Employees and Patients to ask Questions

Employees, like patients, often have a lot of questions. It is important to address inquiries regarding employment, vacation, sick leave, and other internal policies. If this doesn’t happen, ignored questions can often lead to fear or panic within an organization.

If possible, communication teams should have a dedicated channel to address internal concerns surrounding the pandemic. This will enable a rapid response to important queries that could affect the health and wellbeing of your workforce.

In a similar fashion, patient queries should also be attended to as fast as possible. Patients often have questions about protocol when it comes to testing, symptoms, and vaccinations. By having strong communications both online and in-person, healthcare workers can reassure their patients and clearly communicate protocol.

Create Informative and Interesting COVID-19 Content

Relate to your audience through story-telling techniques. Create informative, accurate, and interesting content about COVID-19 on your website and social channels. This is one of the best ways to keep the public educated because they will want to engage with interesting content.

By uploading this content to your own online platform, you can update it whenever you need to. This means that it will stay relevant. And, you can add to it as time progresses and new developments arise.

In Conclusion

Being in the healthcare industry is no easy feat during a pandemic and it’s easy to neglect PR. But, as COVID-19 rules continue to change, you need to focus on your strategies to keep both the public and your workers up to date.

Nick Luvera

Design and Architecture Public Relations

Design and architecture go hand in hand. Each architectural era features a slew of new building designs with interesting design interiors. Many construction projects garner media attention, which is great news from a public relations perspective.

However, very few design and architecture firms leverage the business value that more recognition and media attention can bring to the table. Read on to learn why public relations play a critical role in this industry.

About Public Relations For Design and Architecture Firms

By investing in public relations, design and architecture firms will benefit not only their own companies but also those associated with the project.

Construction workers, builders, contractors the architect and the people who will eventually occupy the building will all get credit for their great taste in architecture. When it comes down to it, the ability to build a great reputation over years of experience in your specific industry is a sure-fire way to get to the top.

Designing a beautiful building opens up multiple PR opportunities for both designers and architects. It gives them a chance to portray what their company is all about and communicate with potential clients.

Here are a handful of ways in which your company can do just that:

–       Media coverage throughout various stages of your project development.

–       Press opportunities in trade publications if the project in question serves a particular industry.

–       Recognition through awards if the building stands out in terms of energy conservation or certain environmental benefits.

–       Reuse of project photography on your company’s website or social media channels.

–       The creation of case studies that can be issued to future clients and loaded onto your website.

The traditional structure of design and architecture firms doesn’t often lend itself to in-house PR roles. So, hiring an external PR consultancy would be your best option. PR professionals can help to ensure that the above-mentioned publicity opportunities are taken advantage of. This will allow you to concentrate on what you truly love to do.

Why Design and Architecture Firms Need PR

No man is an island, and with all the help available to you, you certainly shouldn’t be! With a PR professional at your side, you will finally be able to ensure that your company gets the recognition that it truly deserves.

Here are three reasons why your design or architecture firms need to hire a PR professional.

Stand Out From The Crowd

A PR professional who has been in the media game for a while will be able to pinpoint what differentiates you from the competition. This might seem like a trivial detail to you, or you might think that it is obvious. However, it is how you leverage this fact that will help you to truly stand out.

To a lot of people that don’t know your industry as well as you do, one industry firm might look identical to another. If you are able to explain to potential customers why they should choose your firm, you are more likely to win over clients.

How does one do this? By telling your company’s unique story every chance you get and making an emotional connection with your audience.

Become a Thought Leader in the Industry

A great PR firm can help your company to position itself as a thought-leader in the architectural and design industry. This is a prime place to be. Clients often seek out who they perceive to be the best in the business to ensure a high-quality end product.

Remember, every client is unique, but they still have their similarities. In the end, they all have a problem that needs fixing. A great PR firm will be able to convince them that you are the answer to that problem.

Blogs, awards, interviews, social media, and press releases can all point to your company’s industry knowledge. This will help you to establish trust with potential clients. Transparency is key, especially if you factor in the completed successful projects you’ve completed in recent years. When it is time to select an architectural firm, you will be the first firm they call!

Crisis Management

As with any company, media crises often arise at the most inconvenient times. When hiring a PR firm, you can rest assured that they will be more than capable of handling any crisis that can potentially harm your reputation and brand.

From lawsuits to misunderstood commentary, an experienced PR professional will be able to craft sincere responses that accurately portray the heart and soul of your company.

Not being prepared if a crisis should strike is a risky situation that most long-standing companies simply won’t take a chance on.

In a Nutshell

All design and architecture firms should have an experienced and reliable public relations team on hand. Not only are they great at leveraging media opportunities, but they are also able to calm raging storms should a crisis arise.

Nick Luvera

5 Technologies That Will Change How You Do Public Relations

Technology is evolving all the time and affecting all of the industries that rely on it. The world of PR is no exception.

Anticipating how technology will evolve in the years to come and how to leverage various technologies in your PR strategy is crucial if you want your brand to stay relevant. Below are 5 technologies that will change how you approach public relations. These should be on the frontline of your strategy if you want to stay ahead of the competition.

Social Networks

Social media’s growing popularity has been one of the primary tools that PR professionals use worldwide. There are no inclinations of it changing anytime soon.

With some platforms, like Facebook and Twitter, experiencing some declines in recent years, the gap has been filled with new giants, like Snapchat, Reddit, and LinkedIn. However, the distribution channels of these platforms have evolved over the past decade and so have the PR departments that rely on them.

In general, there has been a major shift from organic to paid content. This means PR professionals have to regularly revise their budgets allocated to paid media.

The rise of social media messaging tools has given the PR industry a whole new channel to reach potential customers. This trend will likely become a crucial PR strategy as 62% of millennials feel more loyal to brands that message them on social media.

In addition, PR professionals have started using social media as a way to monitor brand reputation and news. Social platforms are an effective way of connecting and communicating with your audience. As such, monitoring social media helps PR professionals to get an idea of what people think about a brand so that they can adjust their strategy accordingly.

Artificial Intelligence

Artificial intelligence (AI) is a technology that aims to mimic what humans do, think, and say. It is anticipated that AI will have infiltrated every industry and aspect of society in 30 years’ time. This means that the PR world will also need to adapt and probably use AI for various purposes.

For example, you could use AI to leverage millions of gigabytes of data in real-time to write insightful copy and target audiences in a much more sophisticated way – without human assistance.

Analyzing Information

The rise of AI is deeply intertwined with the development of big data. Big data refers to the minefield of structured and unstructured information that is available for organizations to comb through for valuable insights.

For companies to intimately know their audience’s needs, wants and preferences, they will need to use AI tools to comb through large amounts of data and provide highly targeted content to users.

Since PR relies heavily on expertly crafted communication, this ability will become quite crucial in any PR strategy. Today, big tech companies, like Facebook, are already doing this. They target users through ads and content that are tied to their likes and dislikes. However, in a few years’ time, we will likely see this trend in PR around the world.

Email

Compared to other platforms, email has seen little innovation in recent years. However, certain future advancements will keep this platform relevant.

In the next few years, we can expect increasing personalization and targeting through the use of big data. This will enable PR professionals to send highly targeted emails to potential leads and recurring customers.

Email will also become more interactive, featuring highly clickable elements, which will boost engagement. Increased automation is also on the horizon, with greater leveraging of information and natural language processing.

This will take much of the monotonous work off of the hands of PR professionals. It will allow them to focus their energies on problem-solving tactics and industry analyses.

Video Content

Since the emergence of Web 2.0, video content has ruled on the majority of social media platforms. According to research, 60% of millennials prefer to watch a video rather than read a newsletter. Additionally, 56% of consumers believe that if a company has a website, it should have a video.

Many businesses and organizations have had immense success communicating via video, particularly by producing video news releases (VNRs) and brand journalism videos.

With live streaming also gaining popularity, audiences now have the opportunity to tune into events as they are happening. They can experience raw, unfiltered imagery of the topics they are interested in.

So, for PR professionals to stay relevant, they will have to leverage these cutting-edge technologies. This will help them to accurately communicate their organization’s PR content more effectively.

In Conclusion

If PR professionals want to continue in their quest to reach and retain customers, they will have to form their strategy around the technologies available to them. This also entails keeping up with the evolution of the tech industry and using innovative ways to tell your brand’s story.

Nick Luvera

Combining Digital Marketing and Public Relations For Success

Have you been wondering about the effectiveness of your company’s marketing strategies? In our ever-changing technical landscape, marketing techniques continue to become integrated. Digital media has become an essential tactic. Many businesses have found success combining public relations and digital marketing strategies.

In this article, we will show you how to combine the best of both the digital and traditional marketing world, so you can remain competitive and continue to grow your business.

Why Merge Public Relations and Digital Marketing?

In this day and age, your brand’s story is a critical asset. It should be conveyed on every possible marketing platform. With the help of public relations, the media’s representation of that story can play a big role in influencing public opinion of your organization.

When it comes to credibility, editorial platforms win hands down. This is because the content they provide is endorsed by a journalist or other third party. However, you can’t always control what a journalist will write about you. This is where digital marketing comes in.

Traditional PR deals with channels such as the printed press, niche print publications, TV, and radio. Digital PR, on the other hand, involves press relations conducted via digital channels like websites, blogs, social media, and influencer collaborations.

By making use of both PR strategies, you become your audience’s direct news source regarding your organization through blogs, articles, or press releases.

With social media, you can speak directly to your audience. As such, you can develop solid connections and credible relationships. By cutting out the third party, you are essentially bypassing the middleman. This is what makes Facebook, Twitter, LinkedIn, and Instagram so vital for connecting with your audience.

PR and digital marketing are closely related as they both involve connecting and building relationships with your audience. Digital marketing enables you to reach more prospective customers and reinforce your brand image.

So, by combining PR and digital marketing, you can both enhance your visibility while strengthening your audience’s view of your brand.

Combining Your PR and Digital Marketing Strategies

Content Marketing and PR

The whole idea behind content marketing is to create high-quality, engaging blog posts. These should touch on relevant topics or common issues and offer practical insight. But, before publishing all your blogs on your own website, consider pitching them as guest content to other websites.

This will not only allow you to create great content for other influential websites, but it gives you access to a whole other audience. As the post will link back to your site, it will direct interested leads to you where they will learn more about your brand.

Guest posting also gives you a leg up in terms of building lasting relationships with other businesses. As everyone always says, it isn’t always what you know but who you know that counts!

Each guest post that provides a link back to your website will increase your brand awareness. These inbound links from reputable sites also contribute to your website’s overall SEO. In turn, this improves your visibility in search engines so that you can reach more people.

Email Marketing and PR

Email marketing allows you to create a great impression and grab your audience’s attention by engaging them in a personalized way. Few other digital channels offer this same kind of instant communication with a brand’s following.

Your welcome email, for instance, should be sent to new subscribers as soon as they sign up to your mailing list. If done correctly, this email can make sure that you establish an immediate connection with your subscribers. When joining email marketing techniques with social media tools, you can get double the exposure.

For example, if you are planning on helping out your local community, you can announce your company’s event by sending emails to your subscribers. At the same time, you can also place social media sharing icons in prominent areas of your email. This can not only help to widen your reach with little to no effort on your part but allows you to leverage all the tools at your disposal.

Connect With Influencers

Traditional PR relies more on journalists for providing them with positive media coverage. However, the digital era allows us to take charge of our own story and company image. This means that you can use traditional journalists as well as marketing experts and influencers to get your name out there.

By taking the time to connect with influencers within your niche, you can offer your followers different perspectives on all your products and services. This can benefit both your company and your influencers.

Influencers also offer an easy way to:

  • target new audiences,
  • increase your brand awareness, and
  • increase traffic to your website.

In Conclusion

Digital marketing techniques and traditional PR strategies work really well together. If combined correctly, they can lead to a boost in brand awareness and increased traffic to your website.

Nick Luvera

How Social Media Can Increase Donor Prospects For Non-Profits

During the last year, non-profit organizations as well as many other philanthropic sectors, have faced tremendous financial burdens. The pandemic has led to an increased demand for their services, which has depleted their resources. Numerous lockdowns and social distancing restrictions have also limited their ability to raise funds.

Thankfully, all is not lost! Many social media platforms now have the potential to beckon in a new wave of donors.

Below, we will explore how you can use this effective marketing tool to grow your donor pool.

Why Use Social Media?

Audits and surveys of small and mid-sized companies reveal donor retention to be a serious issue. However, this is not the primary problem. The real issue is that far too many groups are not focusing the fundraising efforts on wide-scale donor acquisition efforts. In turn, this leads to stagnant yearly returns and increasing declines.

In previous years, list acquisitions and swapping mailing lists would have gotten you out of this conundrum. Today, however, there are much more time-effective and cost-effective ways to yield higher donor returns.

In order for your non-profit to truly thrive, you will have to embrace the new digital tools available to you. This will help you to increase returns and keep your donor retention consistent.

Social media platforms are an excellent way to do this. Each platform can target different audience demographics and gives you an opportunity to show another side of your non-profit.

Furthermore, the restrictions imposed by COVID-19 make digital advertising and educational initiatives one of the best options in reaching your ideal customer personas. In other words, social media may be your best bet yet!

How Social Media Ties Into Your Marketing Funnel

Knowledge is Power

A lot of non-profit organizations don’t capitalize on their website analytics. Going over each month’s data can provide valuable insight in terms of how many people actually visit your website. In turn, you will be able to determine the number of uncaptured leads you have.

As they say, knowledge is power. The more you know, the more you can adjust your social media marketing strategy. This will help you to make sure you unlock your overall marketing strategy’s full potential.

Targeting Donors Through Social Advertising

A lot of social media platforms allow you to create specialized paid ads that target specific customer demographics and locations. Facebook, Instagram, and Twitter can all drive traffic to your website.

Social media ties into the first phase of your marketing funnel. Because of this, it is more geared towards brand awareness and enhancing relationships with your customers. Non-profit organizations should capitalize on this fact to establish new relationships and maintain those they already have.

By doing this, donors will be more inclined to visit your website to see what your organization is all about.

Turn Visitors Into Donors

Once a donor visits your website, your goal should be to reel them in so that they eventually sign up to support your cause. Although some donors sign up immediately, this is rarely the case.

More often than not, you need to develop a website roadmap that interests and engages your online visitor. It should eventually lead him or her to the end destination of signing up.

There are several ways to do this. Surveys relating to your cause, online petitions, product distribution, and call-to-action buttons are all sure-fire ways to pique interest.

Crossing The Finish Line

The process ends by pursuing your donors online through content marketing strategies geared towards reminding them of your organization. The goal is to convey your brand story, your future goals, and how your potential donors could really make a difference by supporting you. The ultimate aim of this marketing funnel stage is to convert leads into donors.

In the end, none of this would be possible without social media. It plays a pivotal role in creating brand awareness and reaching potential donors.

What Social Media Platform Should You Choose?

Each social media platform has a specific age and content-specific demographic that it caters to. The idea is to do market research to determine which social media platform your ideal donor most likely uses. With this knowledge at hand, you can then formulate a social media strategy with that specific platform in mind.

For example, if you want to target video ads, then YouTube would be your best bet. A community-orientated marketing approach fits Facebook. Lastly, a more lifestyle-orientated approach would work best on Instagram.

In a Nutshell

There are multiple marketing avenues to choose from when it comes to reaching potential donors. Social media is fast becoming one of the most time-effective and cost-effective ways to streamline the process.

By implementing a well-thought-out social media marketing strategy for your non-profit organization, you can easily aid both donor acquisition and retention.

Nick Luvera

Public Relations Strategies For Your Architectural Firm

Running a successful architectural firm requires more than simply constructing a great business plan and hiring highly skilled individuals. It all comes down to attracting the right clients. By investing in a solid marketing strategy that allows you to establish a strong presence in the architectural industry, you will be able to rub shoulders with more high-paying clients.

Establishing a PR strategy that goes hand in hand with your marketing plan is crucial. It will ensure that your architectural firm makes a great first impression on prospective clients.

4 PR Strategies For Architectural Firms

Here are 4 proven PR strategies that can help put your architectural firm on the map.

Establish a Strong Presence

In order to really be noticed, you have to be present on the right platforms. You also need to target the right people through a myriad of advertising strategies.

A great website is a good starting point. But, to stand out from your competitors, you also have to invest in social media, blogs, newsletters, and print publications.

Aside from utilizing all the platforms available to you, you have to be willing to get up close and personal with the brand’s history and story. This means that you have to communicate with your audience in a way that resonates with them.

The way you think about architecture might not be the same as how your clients think about it. So, you need to have a great PR strategy in place that caters to your clients’ needs and tells your unique story in the right way. This will help you to attract and retain the right people.

The key is to position your company as the forerunner or thought-leader in the architectural industry. Although all your clients may differ, in the end, they all need the same thing. They need to know that they have hired the best architectural firm in the business. With a great presence in the industry, you can convince them of that and more.

Invest in a Great Photographer

The architectural industry is a very visual industry. Because of this, you should have someone on hand that can showcase what your firm has achieved thus far.

By hiring a great photographer, you will have great visual material to present at meetings, gatherings, and networking events. What’s more, you’ll have a great visual aid that tells your story for you. In other words, this allows you to show people how great your work is – not just tell them.

Not only can a great photographer bring in new clients, but it can also help with digital marketing on various platforms. At the end of the day, this financial investment will pay for itself – especially if you hire a seasoned professional that has been working in the architectural industry for years.

A great PR agency may be able to connect you with the right photographer so you can show everyone why they should hire your firm.

Networking is Key

A lot of times, skilled individuals in the architectural industry know a lot about the technical side of the work. But, they may not know how to convey that information in an interesting or articulate way.

Your PR strategy should definitely include lots of opportunities to communicate with the community. However, in order to do this effectively, you should invest in some public speaking training.

More often than not, people want to engage with you face-to-face and hear what you have been up to straight from the horse’s mouth. This can be done during speaking arrangements, media opportunities, or when pitching ideas for potential new clients.

By conveying an idea or past project in an alluring way, you can halve the time needed to network and still land the same amount of new clients or projects. If all the people in your firm acquire this skill set, just imagine the vast number of business opportunities you could land!

Media Mindset

Investing in traditional and digital media coverage couldn’t be more important in the digital era. Whether you want to invest in print, magazine, website, or blog coverage, it could all lend more credibility to your firm.

You should also try to get on people’s mailing lists so potential clients are constantly reminded of what you have to offer.

Remember, coverage online has a longer shelf life than print publications and can also be shared with other people. When it comes down to it, there are a lot of options to choose from. So, you should try and invest in the media platforms that your client demographic most enjoys and engages with.

Final Thoughts

No two PR strategies will look the same – even if the strategy caters to the same type of business. In the end, knowing your unique architectural business and your potential client pool really well will help you to better strategize around key business opportunities.

Nick Luvera

How Public Relations Can Help Healthcare Providers

Expert public relations is a much-needed service in the healthcare industry. Not only does it lift the burden of marketing and press off your healthcare providers’ shoulders so they can do what they do best.

Doctors, surgeons, practitioners, psychologists, dentists, and various other healthcare providers can all benefit from top-notch medical PR services. Join us as we delve into all the benefits that a PR agency can offer healthcare providers.

What is Healthcare Public Relations?

To know how a great public relations strategy can benefit healthcare providers, you need to know exactly what PR is all about. PR refers to a strategic communications strategy that cultivates a positive relationship between your company and the public.

Public Relationship agencies assist individuals, organizations, or companies by helping them craft a messaging and media plan.

They convey the company’s story, services, and products in a positive light through unpaid or earned media. These media channels can include social media, traditional media, press releases, public speaking or other channels.

Why PR is Important in the Healthcare Sector

In this digital age, brand perception relating to vital services is extremely important – especially in the healthcare sector. For modern healthcare providers to provide top-notch care for patients, they need to have positive relationships with their clients. Articulating a clear message to a target audience about service specialties, special announcements, crisis communications or expansion plans can all help build or restore public trust.

Your reputation is often built through word of mouth. But, if you truly want to grow your practice, you should also pursue other advertising avenues. This can include things like online reviews and digital advertising.

Ultimately, who your patients say you are and what they believe about you matters a great deal.

In the ideal world, your perceived reputation should match the outstanding work you do on a daily basis. However, healthcare providers seldom have the time to manage the external reputation of their practice. They are too busy fostering the relationships they have already established and caring for patients. This is exactly where the professional services of a PR agency or firm come into play.

How Healthcare Providers Can Benefit from Public Relations

Healthcare providers can benefit from professional public relations services in the following ways.

Cultivating Your Brand

Every healthcare practitioner knows that their reputation decides a big part of their own professional fate. Having someone that can offer professional PR services can help you to build your brand around the values most important to their practices.

By understanding and adequately utilizing all of the media channels available to you by means of articles, statements, reviews, and interviews, you will be able to create positive publicity around your brand.

PR professionals often have lots of great connections in the media industry and know how to work with them in order to promote the message or campaign. This can help to put your brand on the map, garner interest in what you offer, and allow you to keep up with your competition.

Growing Your Business

A strong brand is one that:

  • educates its patients
  • provides reliable information about what is happening in the healthcare sector
  • and has a solid reputation

These characteristics make it easier to attract new customers and nourish existing relationships.

For this to happen, there need to be good strategies in place. These need to be integrated within your healthcare practice. This can be time-consuming. But, it’s well worth the effort as it can lead to a bigger revenue in the long run.

Ultimately, growing your business is key to appointing more people and making a bigger impact in the industry. It will also help you to connect your services to those that really need them.

Greater Credibility

A lot of public relations announcements published by news media organizations are conveyed as news pieces. Potential patients usually view these news snippets as highly credible largely. This is because the story in question is being elevated by the reputation of the presenter or news companies themselves.

Commercial publicity, such as direct mail or conventional advertising, is usually not as convincing in terms of its credibility. One’s audience is usually less receptive to the overall message you are trying to convey if they don’t place a lot of trust in the source it comes from.

So, hiring a PR firm that can tap into credible platforms in the medical or healthcare field is highly beneficial.

In a Nutshell

When it comes down to it, professional public relations services are important for healthcare providers. So, it’s important to leave brand management and PR to those with years of experience under their belt and let your healthcare professionals focus on what they do best. This will help you embark on a winning strategy that will benefit both your patients and your employees.

Nick Luvera

5 Ways To Improve Your Non-Profit Website Performance

Managing a non-profit is very challenging. To succeed it requires dedicated staff, fund raising skill and a high level of focus on organizational detail. Having an optimized website helps alleviate some of the load.

By improving your website performance, you will attract more visitors through organic search and referrals from offsite social assets. This will help to raise awareness, increase engagement with those seeking your service(s), volunteers, and help you establish meaningful partnerships with donors and thought leaders.

How You Can Boost Your Organizations Website Performance

Here are five ways in which you can improve your non-profit website performance.

Use Social Media Platforms

To grow your organization’s audience and to let people know what you are up to on a monthly basis, it’s important to stay active on popular social media platforms. Twitter, Facebook, and Instagram are all great platforms to connect with donors and reach more volunteers. Furthermore, these platforms are a great way to share and link back to your website’s content.

By maintaining an active blog, you can regularly share articles, photos, and other information with your online audience through social media. This shows that your organization is dynamic and up to date with the times. Not only this but it’s also an essential part of convincing future donors to partner with you and boost your cause.

To go about this properly, you will have to develop a comprehensive social media strategy. This should cater to your specific online audience. Your online strategy should tie in with your overall organizational strategy. This way, you can continue to work towards your specific goals.

When done correctly, social media can help to boost brand awareness and donations. It can also increase your overall website traffic.

Captivate Users with Powerful Imagery

By incorporating powerful imagery on your landing page and throughout your website, you can captivate users from the moment they set eyes on your website.

Compelling visuals that are not overused, serve a purpose, and convey your brand accurately can have a big impact on engagement. All non-profit websites should make use of powerful imagery.

Images enable you to show your audience how you are changing the world instead of just telling them. By strategically placing your visuals, you can effectively evoke emotion in your readers. This can compel them to become emotionally invested in your cause.

In the end, great imagery is not just pretty. It can truly serve your organization well if used effectively on your website.

Implement Search Engine Optimization

Search engine optimization (SEO) is essential for any business.

There are many factors that affect SEO. These can include things like mobile optimization, website speed, the use of SSL certificates, and the correct use of tags. Image optimization also plays a significant role as does your website’s infrastructure.

All in all, your SEO strategy allows you to get more organic traffic to your website. This traffic builds exponentially over time as you target more and more keywords. When done correctly, it can position your website in search results and help you to reach your target audience.

Optimize Your Website With Mobile in Mind

Another important consideration to boost your non-profit website’s performance is to be sure it is mobile friendly. When it comes to website traffic, mobile users make up the majority of online traffic. In fact, about 60% of searches  are from mobile devices.

Because of this, you should ensure that your website is fully functional across browsers and devices. If your website is not optimized with mobile in mind, your visitors will have difficulty accessing and reading your content. Ìn turn, they might get frustrated and leave.

Your web pages should be adaptable to fit any screen, no matter the platform. Additionally, mobile forms and pop-ups should be scalable for mobile platforms as well.

Searchers expect websites to load fast, be responsive and easy to navigate. Your website is an extension of your business. Ensuring a great user experience will lead to engagement and conversions.

Start an Email Newsletter

Email marketing can significantly boost communication when it comes to interacting with your audience on a monthly basis. It helps to deepen donor relationships and can help you to achieve your fundraising goals.

Non-profit organizations can also take advantage of email marketing. This can help you to:

  • recruit volunteers
  • reconnect with lapsed donors
  • and communicate important organizational and industry updates.

If done in an engaging manner, email marketing can increase online traffic to your website. It can help you to shine a light on what your non-profit is up to and why people should get involved.

In a Nutshell

When it comes down to it, there are many factors for improving your website performance. From email marketing and utilizing social media to implementing SEO and captivating your audience with powerful imagery, there are several important considerations.

The important thing to remember is that all of these methods should integrate with your organization’s overall marketing strategy. They should reinforce your organizations mission and your primary cause so that people know exactly what you’re about.

Nick Luvera

Why You Need A Boutique Public Relations Agency

When building a credible brand, you will find that just having an impressive content and social media strategy won’t isn’t enough. In order to stand out, you will need experienced boutique public relations agency.

What makes us different compared to larger advertising agencies? We explore it all in this post.

What Is A Boutique PR Agency?

Boutique PR agencies are usually smaller and more flexible compared to larger agencies. The advantage is greater personal attention and ability to make adjustments on the fly when necessary. Like their larger competitors, boutique PR agencies craft strategic messaging for public consumption. There are endless executable tactics including targeting specific audiences through earned media, like broadcasting, news coverage, interviews, paid advertising and much more in an effort to shape public opinion and brand awareness.

Services That A Boutique Public Relations Agency Offers

Each boutique PR agency usually has ample experience in certain industries. This means they specialize in getting certain brands and companies noticed. The industries can range from real estate, healthcare, non-profit organizations, or construction and more.

Smaller agencies are often times better equipped compared to larger PR agencies because of their diverse experience. Additionally, they tend to offer each of their brands a more hands-on approach.

To be more specific, boutique PR agencies usually offer the following services:

1) Media Training and Representation

PR agencies are fully equipped to help identify spokespeople and train them how to give persuasive and articulate media interviews that convey key messages accurately. This is a really crucial skill to cultivate. It equips brand ambassadors with the right skills so that can take your company to the next level.

2) Content Publishing

In order to create a credible reputation for your company, you need to invest time and effort in communicating with your customers. A boutique PR agency can help with that and draft thought leadership articles and op-eds. Through these, you can convey important information to those that matter on a continual basis. Additionally, PR agencies can also help to get these articles published in relevant media outlets.

3) Community Relations

PR agencies can help to get your brand involved with the community and secure opportunities for the sponsorship or support of non-profit organizations. This helps to create more brand awareness and builds goodwill with your target audience.

4) Media Analysis

By researching what your perceptions customers or target audience might already have of your company or organization, you can better identify areas for improvement.

Boutique PR agencies can help find negative publicity or social media perceptions that are harmful to your brand. Then, they can address the issues head-on before they become a nightmare.

In short, boutique PR agencies can help businesses with:

  • Improving public opinion.
  • Guidance on the best communications avenues when it comes to reaching new clients.
  • Boost brand awareness by implementing effective communication strategies.

The Benefits Of Hiring A Boutique PR Agency

As already stated, Boutique PR agencies usually have fewer employees, but have experienced and seasoned leaders that have quite literally experienced it all. Having thought leaders with extensive experience, who are also your point of contact, has tremendous value.

Additionally, you will also get to work with professionals who truly know best. They know the best ways to boost brand awareness and manage the public perceptions of your company.

The services offered by boutique PR agencies are also more personalized. This is because you can choose an agency that specializes in your industry.

To sum it up, a smaller firm can give special focus to pinpointing specific ways to meet your goals. They won’t use the same umbrella strategy that they use for all clients. In the end, you have to ask yourself if your brand deserves lots of individualized attention or not.

Are you happy with using a communication strategy created for another company? Or would you prefer to have one specifically tailored for your business? If the latter is the case, then hiring a boutique PR agency is the right call for you.

Final Thoughts

Boutique PR agencies are the way to go if you are serious about creating a brand that will stand the test of time. Not only will you get to learn from experienced professionals, but you will also get more personalized services.

Nick Luvera

5 Reasons Why You Need A Blog For Your Company

There are millions of websites and brands out there trying to reach the same customers and clients that you are. So, what sets your website apart from the others?

If we have learned anything from 2020, it is that online marketing is more important than ever before. As people were locked in their homes, online services and other types of outreach have become critical.

In order to be successful online, businesses need to leverage every opportunity to have dialogue with customers. One essential way to do that is with a blog.

5 Advantages of Having A Blog

Blogs are an often-overlooked way of promoting your company. However, your blog posts allow you to establish an individual voice that connects to your audience. It also helps drive traffic to your website, making it an excellent way to raise your visibility overall..

  • Its  an in-depth explanation about your products or services

The best thing about blogs is that they give you a chance to describe in your own words the features and benefits of your products or services. It also positions your company leadership as thought leaders, presenting an opinion on an industry topic thus raising the level of awareness of the company itself, as well as the expertise that your company has. Afterall, your clients want to know you’re a top authority in your field.

Because people are endlessly hungry for new content and information, this method provides  a place to discuss different topics in-depth. As a result,  you are providing valuable information to your target audience.  

This helps to build trust so that you can form better relationships with your prospective customers. Ultimately, a blog can help encourage people to purchase from you or use your service.

  • It drives traffic to your website

Let’s be honest, we all want to be on the first page of Google. The question is how do we get there? It’s quite simple really: you need to make sure that you practice good Search Engine Optimization (SEO).

Even though you may not update the different pages on your website often, blogs offer continuous content. By optimizing your blog with SEO best practices, you can help your posts reach the top pages in Google for relevant keywords. Thus, your website becomes easier for your clients to find. The result? You should see  more traffic.

Moreover, by adding in digestible tidbits and quotes, your blog content becomes easy for clients to consume. This makes it more shareable on social media, which helps to broaden your reach.

  • It establishes expertise and authority

By constantly answering the unasked questions of your clients and creating content that offers value to them, you become an authority in their eyes.

Customers are more likely to trust you if you’re positioned as an expert.. By creating blog posts that cover a variety of content and topics, you can do just that.  With this type of positioning, t only does the customer now trust your advice, but they are more likely to do business with you. They now see you as an trusted authority.  As a result, they will be more likely to remain in touch and consider your firm for an assignment..

  • A Blog widens your reach

Your blog is a 24/7 salesperson. Each time you write a blog it almost “compounds” over time. No matter how long ago your blog was written, it still holds the potential to attract a potential client.

Thus, the more you write, the higher the chances are that you’ll reach the right people. It also means that while you may not see immediate effects,  it will definitely be a part of the building process for your company moving forward.  

When done right, your blog is the highway to resources, products, services, contact forms, and, well just about everything on your website. You can look at your blog as being the thing that attracts your customers and directs them to what they need.

  • It builds a community

The best part of having a blog is the community that develops almost unknowingly. By facilitating an active comments section, you can engage with your customers. You are also able to provide a space where they can engage with each other.

This two-way conversation is powerful as it can develop a sense of trust between your company and your potential. clients.  Creating this open dialogue is an excellent way of building this type of interaction.

Final Thoughts

Blogs are a must for just about any website. Investing in the time to build it will lead to not only potential new clients, but a stronger reputation as well. And as always, driving traffic to your website and making you more visible in the search engines supports your overall marketing efforts. In essence, it’s a win win all the way around.

Nick Luvera

What Is Consumer Public Relations?

Are you looking to increase awareness about your consumer lifestyle business and build a larger audience? You may want to consider developing a consumer public relations program. This can help you build your reputation and grow your business.

Consumer public relations is how businesses communicate with the public, or more specifically, their target audience. Businesses use consumer public relations to build positive impressions about their brand, services, products or goods. 

Keep reading to find out the difference between consumer public relations and marketing and how to create an effective strategy.

What Is The Difference Between Public Relations And Marketing?

Public relations may sound a lot like marketing, but it is important to note the difference between the two. Consumer public relations is dedicated to building a business’ reputation and increasing brand awareness. Marketing, on the other hand, is focused on increasing a business’ revenue.

It is recommended that businesses use both consumer public relations and marketing tactics to achieve success in this day and age. This will help businesses stay consistent across the board and reach their target audience. It is crucial that businesses share similar messages across platforms, as this will make people more willing to purchase their products or services.

How Do You Create A Consumer Public Relations Strategy?

The first step to is to identify your goals. Not only will this help guide your efforts, but it will also allow you to measure the success of your efforts. Are you focused on building and maintaining a positive reputation? Would you like to improve customer loyalty? These are questions you should ask yourself before creating a list of goals.

Once the program has been launched, you can refer back to this list to make sure you are on the right track.  

After creating a list of goals, you should define your target audience. Who are you currently targeting and who would you like to join your customer base? What qualities do they possess? Once you decide who you would like to target, you will be able to craft messages that are tailored to your target audience. 

Before generating the content, you should take a look at your competition. Browse their social media channels to see what they are putting out there and whether or not their content is driving engagement. That way, you will have a better understanding of what works and what doesn’t.

Once you have identified your goals, target audience and competitors, you can start writing a list of key messages. Your key messages should be concise, simple, compelling and memorable. Then you can start thinking about which tactics you would like to employ.

What’s Next?

Here at THO, we work with a full tool chest of tactics, from digital to social media to event planning and management, to highlight your company and engage your customers now and in the long term. Feel free to contact us. We can determine which tactics would work best for you. To learn more about consumer public relations, click here.

Nick Luvera

5 Healthcare Public Relations Best Practices

Any successful healthcare public relations campaign aims to get a company’s name in front of its relevant public. This can prove challenging if the content isn’t necessarily newsworthy on its own. 

Here are five healthcare public relations best practices that will help build the foundation to achieve strategic communications results in the health tech industry. 

1. Choose the best spokesperson and don’t neglect media training

Your efforts will be most effective if they manage to cut through the clutter and connect a passionate representative with an audience who can learn from what they have to say. Get to know the key figures in the company you represent and use your instincts to identify an individual who sparks the perfect balance between knowledge and enthusiasm. 

We all know by now that reporters are not interested in monotonous statements and healthcare subject matter has the potential to come across as highly technical. With a great spokesperson, you can regularly provide good news stories that communicate a company’s key messages while providing information to an engaged audience. Invest time into preparing this spokesperson to be able to interact with the media in a way that is authentic and articulate. 

2. Pitch a story, not a product

This is the ultimate arena in which a PR practitioner’s storytelling abilities can shine. Make full use of the information available to you by leveraging patient stories and current trending topics to add emotional depth to what a client has to offer. Even if the release is intended to announce a new technology or service, public relations professionals should bring the content back to how the innovation will serve people. Because at the end of the day, that is the purpose and priority of healthcare work. 

Incorporate visuals wherever possible by providing patient interviews or high-quality assets with a release. This makes a journalist’s job easier by starting the process of illustrating and giving shape to a story. A compelling patient story will often speak louder than the most impressive statistics and present healthcare wins in a way that grabs the attention of the public. 

3. Know your goals and act accordingly

Most areas of healthcare PR incorporate the same overarching methods, including social media and media relations, but you don’t want to get caught up in a strategy that isn’t targeted toward the company’s expected outcome. For example, if a product is marketed B2B, then dedicating most of your efforts toward a public-facing social media account isn’t likely to show the desired increases in revenue because it’s not well-matched. Be sure to outline where clients hope to see themselves six to 12 months out from the start of a program to know that you are focusing in the right direction from the jump and position accordingly.

4. Stay on top of relevant awards

In the healthcare world, it carries a great deal of weight to be recognized by influential publications and associations. If a client’s product or actions qualify for an award from a notable outlet then it is well worth it to throw their name into the ring to earn acknowledgment for innovative work. This usually involves an entry fee, but the authority and trust that comes with an award-winning product or service have the potential to carry a healthcare company’s name further than organic coverage alone. This also expands the list of newsworthy angles for releases and gives a greater likelihood of recognition to your client’s name when a pitch comes across a reporter’s desk. 

Proactive PR professionals would be wise to keep an up-to-date and extensive list of relevant industry awards, including the submission windows and event information available to them in order to round out an integrated communications strategy. Set reminders to check in on this information to avoid missing deadlines and give clients plenty of time to prepare assets to include in each entry. 

5. Amplify and leverage materials across available channels

From traditional news to social media to company communications, most of us gather our daily information from an endless number of sources. It is essential for healthcare public relations professionals to repurpose materials across each of the necessary channels to have the best opportunities for exposure. Since healthcare involves a wide range of information formats, from research and data to visual patient stories, there is plenty of content to share in releases, social media, newsletters and more. The overlap is encouraged and will provide an endless number of ways to rework a story and keep audiences engaged.

When distributing press releases, avoid popular times for distribution (Mondays – Thursdays from 6 a.m.-8 a.m. EST) and increase visibility by reaching reporters when they’re looking for news. It is incredibly valuable to build relationships with your ideal media targets on social media channels as well. Find the people who are talking about the topics that matter most to your specific healthcare industry client and engage with or follow them on Twitter to easily stay up to date with what they’re thinking about and what they might want to cover next. Many reporters will even list their email in their Twitter bio to indicate that they’re open to tips.

We hope these public relations best practices will help guide your communications strategies as you navigate the world of healthcare and biotech. 

Check out our previous healthcare public relations best practices work  and contact us today to learn more about how we can help elevate your healthcare PR strategy.

Nick Luvera

Why Schools Need Public Relations

Academic institutions and schools have gone through one of the most tremendous shifts in history in 2020. Teaching has moved into another dimension with virtual teaching hampering traditional learning techniques. Is it effective? What are schools doing to make sure their ‘client’ – the students, teachers, parents – are still learning and achieving grade and age level competency?

Today, more than ever, a strong public relations strategy is the best tactic an educational institution can use in today’s world. This is true for almost every desired outcome; expanding institutional reputation, expanding student enrollment, or simply expanding your reputation in the local community, a well-defined public relations program is a powerful tool in your communications arsenal.

The NSPRA (National School Public Relations Association) professional definition is:

“Educational public relations is a planned and systematic management function to help improve the programs and services of an educational organization. It relies on a comprehensive two-way communications process involving both internal and external publics, with a goal of stimulating a better understanding of the role, objectives, accomplishments and needs of the organization. Educational public relations programs assist in interpreting public attitudes, identify and help shape policies and procedures in the public interest, and carry on involvement and information activities which earn public understanding and support.”

At THO, in addition to providing strategic counsel, part of our communications goals include reputation building and thought leadership, all of which presents the institution’s stakeholders as a trusted source of information in their communities, to their students, parents and more.   

Here’s eight ways to improve your school’s public relations outreach today:

1. Crisis Communications

Whether it is a pandemic, a natural disaster, the death of a student or an act of violence, crises happen. Schools need to plan ahead for these potential crises in order to be prepared with solutions before they happen. Having a solid crisis communication plan in place before a crisis happens will keep a school looking and acting poised even in difficult times.   

2. Showcasing School Leadership 

Showcasing your leadership’s talents and accomplishments will build the status of your school. A PR plan should include crafting thought leadership articles for local and trade publications.  These pieces provide insight into the education system and highlight a faculty member, as well as provide insightful commentary.

3. Competitive Advantage

Remember to monitor your industry as well as your competitor’s media coverage. This includes social media pages as well as creating  Google alerts for key areas of interest. Then you’ll be able to continually monitor topics of key importance to determine how to position your school effectively amongst its competitors. The result? You’ll have the competitive edge in your market.

4. Remember the impact of your Social Media Presence

Studies show that 81 percent of all teens ages 12 – 17 use some form of social media and 74 percent of American adults use networking sites. Whether it is Facebook, Instagram, LinkedIn or Twitter, the platforms can help you stay connected with your students and parents. Develop a social media content calendar to provide a complete schedule of posts to keep you and your team on track.  

5. Media Relations Provides Third Party Credibility

Working with the media will gain additional exposure in your immediate community and beyond. There are a variety of methods to implement this type of program. Announce test score results and new administrative changes with a press release;  event and fundraisers may offer another great story; faculty members and research papers may provide the backbone for an intense thought leaders program.

For example, here at The Hoyt Organization (THO), we support the USC Lusk Center for Real Estate, a major national research institution, with its annual Casden Multifamily Forecast Conference, which unveils data and predictions based on institutional research specifically for the multi-family market. This information is distributed to the media, many of whom cover trends and predictions in the multifamily real estate market. The result?  We’ve secured both national and local media coverage for the center including Bisnow, Los Angeles Times, Commercial Observer, Spectrum News and the Los Angeles Business Journal, and many other media outlets, all of which position the Center as a well-respected hub in the industry.

6. Identify a Team of Spokespersons

These representatives can offer a wide range of opinions and commentary to the media on behalf of your institution. Remember to provide media training so they will be ready, willing, and prepared to meet with the media.

7. Website Development

Considered the digital front door to your institution, make sure your website meets the needs of the wide variety of constituents you serve. Is it easy to navigate? Does it include a newsroom to support your branding? What about your various social channels – do they all support the same message? Remember, posting new content on your website will improve your Search Engine Optimization (SEO). Updating content is one of the best ways to rank higher in a Google organic search. Adding quality backlinks will also help search rankings. Consider creating a blog or video series if you don’t already have one. It will improve your website’s SEO  and maximize your effort.

8. Use a Wide Variety of Communications Vehicles

 In order for a school to thrive, it must connect with its stakeholders, the surrounding community as well as the national education world. This means choosing a wide variety of tactics, depending on the audience you’re targeting. It involves creating a program that touches digital marketing, e-newsletters, brochures, admission materials, earned and paid media and much more. Using an outside consultant, such as a public relations firm that understands the nuances of the educational world, may be a wise investment in launching the right type of program for your institution.

Public relations help to build a trusted reputation while strengthening the relationship within its community. With the increased competition amongst education institutions, including charter, public and private schools, investing in a strong communications program will provide the competitive edge that your institution may be looking for.

If you’re ready to move to the front of class and learn important strategies for school’s public relations – We’re here to help.

Nick Luvera

PR Tips for Tech Companies Entering The Automotive Market

By Mariusz Pleban – OneMulti 

For starters, here’s one piece of useful information: the automotive PR industry is now very similar to the technology PR industry. This is because cars have become devices and drivers have become more of a user. Sounds familiar, right?

automotive PR industry
Source: Adobe Photo Stock

I used to work for a tire company and now I work for a device producing company – yet it’s the same brand: Continental. A tire still very much comes in the same shape as it has before, but it is increasingly saturated with sensors. Tires are becoming part of the ecosystem commonly called a car or a truck.

I used to work for cars and trucks. Today, the CEO of the automotive company I work for says simply: “We are a technology company.” (It is Volkswagen by the way). And on top of that, the cars they now produce will never have to go to a gas station.

So, if you know how to communicate in the technology industry, you’ll have it easier when you start with communicating with cars or similar devices. You have an advantage. Automotives are heading more towards tech than the other way around. After all, you have a great understanding of what launching a new technology is all about. You know that it’s not just about hardware, but also about software, which is developing faster than ever before, mainly thanks to battery electric vehicles, or BEVs.

The global shift to electric cars should make you feel good about your new PR adventure. After all, electricity is a very important common denominator. Drivers, pardon me, users are noticing this, as well. They treat the electric car as just another important device. It reminds them of a smartphone because it also charges at night.

The most important piece of advice: do your own thing. Just as you did in the technology industry. There are a lot of similarities in the automotive industry now. The annual communications plan is a grid of little solar systems around countless stars entering the market. It used to be that an auto manufacturer would launch a few models during a given year. Now, the schedule of market launches is more like that known in the smartphone market. Dozens of communication opportunities, dozens of versions and types. Lite and Pro versions. There are even cameras, screens with gigantic display sizes and resolutions, hidden speakers and – system updates!

PR is traditionally understood as media relations. Technology and the automotive sector have one thing in common: without product news, your content will not be read, watched or clicked. This means that in the automotive industry, exactly as in tech, organic PR is still at work to some extent. Journalists want this content. Content that simply gets clicks. Of course, automotive editors have to make a living, so it’s not surprising that, exactly like technology editors, they will offer paid projects. OK, not everything will be for free, but you have more chances for a journalist to answer your call, write to you on Messenger, publish your news than in other sectors.

You can easily communicate with your audience through the technology media you know. Cars used to be in their own media, computers on their own. Now every technology media outlet features technologically advanced cars. So again, it’s easier – you’ll be reaching journalists you know or their close colleagues.

If you want to show a new solution in the auto industry, show it at a consumer electronics trade show, for example. Just see how many new and well-known automotive brands showed up at the virtual CES 2021. Previously, it used to be rather shocking. Not a fitting feature. Now it is one of the technologies expected to be seen by event attendees.

So do your own thing. Modern cars are cutting edge technology after all.

Nick Luvera

Six Reasons Why Sustainability Matters for all Companies – and Two Common Mistakes They Should Avoid

By Michael Diegelmann and Justus Fischer – cometis AG 

Sustainability Matters: People are aware of global challenges like climate change, pollution and social inequality, and they discuss them and ask for solutions. It is clear that companies have a major impact on social and ecological issues, so the pressure on them to operate sustainably is increasing accordingly. Not only because of overall societal sentiment, but also because many investors nowadays do not want to invest in a company that has a poor ESG (Environment, Social, Governance) performance (Note: ESG is investor speak for sustainability). This means those companies that truly care about ESG issues are seen as responsible – and consequently have a competitive advantage.

Here are six important reasons why ESG should be a fundamental part of every business strategy.

1. Comply and explain or get sued

Governments around the world have ESG topics at the top of their agendas, resulting in ever stricter regulations. Under the Biden administration the U.S. will rejoin the Paris Climate Agreement and in New Zealand financial companies must report on climate risks already. In 2022, the EU Sustainable Taxonomy will come into effect, meaning that every company in the EU will be asked to disclose the percentage of sustainable sales according to the EU’s sustainability definition. Products can only be classified as sustainable if they make a positive contribution to one of six EU sustainability goals like climate change mitigation or supporting a circular economy,  and do not significantly harm one of the others.

2. Poor ESG performance will drain investments

Every investor is going to ask how sustainable your business is. Depending on your answer, investors will love to invest in your company – or not. The better your ESG performance is, the bigger your chance to attract and retain investments will be.  The total value of assets under management allocated to ESG-criteria has increased from 22.9 trillion U.S. dollars in 2016 to more than 40 trillion U.S. dollars in 2020. Seven of the largest ESG mutual funds in the U.S. have outperformed their market benchmarks in the Standard & Poor’s 500 Index over the past five years. Even the corona crisis highlighted the power of ESG: sustainable investments were able to convince with above-average performance. This shows that more and more asset owners expect the implementation of ESG to be of great importance for the long-term value development of their assets.

3. You will get rated – if you want it or not

Investors want to compare the ESG performance of companies to make reasonable judgements on whether to invest in a company or not. Rating agencies promise comparability, and so receive fees from investors for giving them ESG data, often along with a particular rating, on thousands of companies. Do you know whether your company gets rated already? If not, you can be sure that your company will get rated, too – whether you want it or not. So better start giving the ESG algorithms what they crave for: well-structured, easy-to-access data. Which leads us to the next point…

4. Algorithms everywhere: watch your mouth!

Algorithms do not only search for relevant data and ESG information in your reports. They are more than just stupid crawlers and are even able to figure out whether your written and spoken phrases should be interpreted in a positive or negative manner. Many recommendations by analysts are based on such algorithmic interpretations. So be careful of what you say and even how you say things. Saying, you ‘believe in ESG’ is understood less positively than saying ‘ESG is a big win’. Actually, this sounds plausible, doesn’t it?

5. ESG is not limited to listed companies

ESG concerns literally every company, not just listed ones: Suppliers must increasingly provide information that ensures human rights are met and disclose the carbon emissions of a particular product they sell. Furthermore, many companies today have codes of conduct for suppliers – if you do not follow them, you will lose your orders. Already, there are companies that order only from sustainable suppliers – like McDonald’s for its coffee products. So, ignoring ESG can soon mean that you will lose business.

6. Your future employees care about sustainability

Awareness for ESG issues and their importance are growing. It’s not just the NGOs that are fighting for climate protection and social equality. Many people care about these topics, too – for example when making job choices. Employees complaining about pollution or the non-transparent supply chain in their company might start working for other, more ESG-responsible employers. Take this survey, for example, in which 66% of the interviewed employees say sustainability is extremely relevant for them.  

Also, your workers of the future, specifically Generation Z, are insisting on sustainability more than any generation before. This is particularly evident in the Fridays for Future demonstrations. Most of those young people will look for information about your sustainability performance before they apply for a job at your company.

Sustainability Matters

But even if companies are aware of all those things, there are two common mistakes many companies still make when taking up their ESG journey:

1. Talking but no walking

Motherhood statements, feelgood stories and positive spin will only work in the short term. But the damage to your credibility will stick for much longer. If you don’t walk the talk, the public will see through your greenwashing very quickly. You need clear goals, commitments, and actions to win people over in the long term. This also means being honest about when you fall short of your own goals. Your company can’t just sing ballads of its great achievements. It needs to also own up to its failures.

2. Being lost in translation

You can be making leaps and bounds of progress, but if your stakeholders don’t hear about your work, you’ll miss out on many of the benefits. This means reporting your sustainability work and progress effectively. And, more importantly, using the language that your audience is attuned to. Framing your work using internationally recognized frameworks such as the Global Reporting Initiative, Sustainable Development Goals or Task Force on Climate-related Financial Disclosures, will help you tell your story in a meaningful way.

Overwhelmed by all those ESG challenges? Don’t worry: as the big ESG trend has only just begun, it’s not too late to get into the game and avoid being left behind. But what should you specifically do? Well, there’s always the option to get professional support to get the sustainability topic kick-started at your company. The PRGN has multiple experts that are happy to help you develop a sustainability strategy and tackle above challenges. Let’s get to work since sustainability matters!

This article was originally published on the Public Relations Global Network, here.

Nick Luvera

How To Prepare Your Company For A Crisis

When the fire first started, it was a small incident confined to the 27th floor of the high-rise building. By the time the fire department was finished, the entire building had been damaged, and the evening news reported that the building was closed.

What would you do if this were your business? For most businesses, how a crisis is handled may very well be the key to whether the company survives. Sound scary? It does not have to be. Chances are for any business lifecycle, management will face a crisis.

Business owners are particularly vulnerable. Caught in between bringing in new business and managing the day-to-day operations, considering the development of a crisis management plan isn’t unusually a priority – until something happens.

Just as no individual expects to have an accident, company management usually does not expect to encounter an explosion, a major fire or a bomb threat.

Unfortunately, every business during its lifetime will face a crisis. It may be a crisis related to the company’s products, or a natural disaster that is a totally random act. Thus, the question becomes not if it happens, but when.

While management certainly cannot control when a crisis happens, they can indeed plan for the unplanned. Certainly, much of this should be simply part of the day-to-day operational attitude of the company. This will assist in preventing panic when something does happen.

WHAT CAN I DO NOW?

While true crisis management takes time, for those that have not had a chance to begin the process, three basic steps can at least start management thinking along the right lines.

The objective is simple. First, begin to investigate steps that might prevent any disasters. Second, establish stand-by measures that must be activated when an emergency occurs. Third, and perhaps most important, formulate a follow-up plan to reinforce the company’s excellent reputation.

Prepare

Begin to investigate steps that will prevent disasters. The first step is relatively simple. Start with basic procedures, such as when was the last time a fire drill was held? Given that senior-level management may be out of the office, is there a staff person that is familiar with the facilities? Now would be an excellent opportunity for the entire staff to familiarize themselves with basic operational procedures.

Next, what are the most likely situations that the company will face? This may include fire, earthquake or tornadoes, equipment failure, product recalls, shootings, store closures or bankruptcies.

Then, establish the emergency response team, including a designated media spokesperson. Make sure the lines of responsibility are delineated and all necessary information is prepared in advance. Then, put the plan in writing.

Review and Respond

Once the preliminary preparations have been started, begin reviewing the procedures with the entire staff. Practice scenarios to determine whether the plan will work properly.

Institute the communications plans with specific target audiences in mind such as employees, clients and the public. Don’t forget equipment back-up for computers and any other equipment.

Finally, make sure someone has been assigned and is prepared to act as the liaison with the media during and after the incident. Depending on the company, there may be an on-site representative as well as a coordinating off-site corporate spokesperson.

Recovery

Don’t forget to include a recovery program with a pro-active approach to employee, client and public communications. Once the cleanup plans are in place, other action items may include media relations and social media campaigns.

Naturally, a proactive approach begins with developing relationships with the police department, the fire department, and the media in advance. By establishing these relationships in advance, the excellent credibility of the company will already be in place, should a crisis occur.

WHAT ABOUT THE MEDIA?

The very nature of a crisis makes dealing with the media difficult. The crisis itself may still be underway while the interviews are in progress. What should be said? Who should be the spokesperson? Should a press conference be called?

Much of the basic information for the company can be prepared in advance. These may include fact sheets, descriptions, photos, product information and facility information. Local contact sheets, which should contain home and emergency contacts for everyone on staff, should be updated and handy.

When in doubt, remember the following:

  • Tell the truth. Don’t speculate or pretend that nothing happened, when in fact something did.
  • Remember, this too shall pass. Hopefully, if the crisis is handled correctly, it won’t be long before this particular disaster will be nothing more than yesterday’s news.
  • Get it over with. Gather the facts, determine what must be said, and say it. If there are delays, determine when the information will be available and let the press know. Then, make sure the deadline is met.

At THO, we understand that your company’s reputation is the single most important ingredient to your success. Let us be your guide during the most critical times. Give us a call to see how you can add crisis communications strategies to your toolbelt. 

Nick Luvera

Ten Effective PR Strategies for Non-Profit Organizations in 2021

Nonprofit organizations play a crucial role in building healthy communities by providing helpful services. With many nonprofits supporting the most vulnerable during this pandemic, planning effective public relations and marketing strategies will get the attention of the right audience, and build donor awareness.

Given there are more than one million nonprofit organizations in the United States, according to the National Center for Charitable Statistics, it’s a sizeable market. These companies focus on different causes and have different goals across all industries, including housing, education, healthcare, art, technology and science.

As a result, creating the right messaging to reach the right audience is critical in setting your nonprofit apart from the rest. How can it be done effectively? Here are the top ten tips that will keep your nonprofit at the front of the line:

1. Target the right niche  

Nonprofit organizations have a mission, which identifies with a specific niche. Know what it is – and go after it. For example, The Hoyt Organization provides public relations services to a nonprofit that delivers service-enriched housing programs to residents living in affordable housing communities. We identified multifamily owners and developers as key targets for this organization. This action connected us with the right media outlets to tell the right story – to the right audience.

2. Establish a memorable online presence

Make sure your online presence is memorable. Use your media coverage to help tell your story, create a newsroom and link back to your efforts on your social media pages. Leverage your social channels – such as Facebook, Instagram, Twitter, LinkedIn and YouTube to share your brand stories. Don’t forget to use SEO to expand your digital presence. Remember to include links to your media coverage in your annual newsletters and encourage your employees to share this coverage on their LinkedIn pages.

3. Keep tabs on your competitors every day

Find tools to help you monitor the news of your competitors. Track their social media coverage, set up Google alerts of their opinion leaders, check their websites and identify the ways you are doing things better and differently. Remember, they could be going after the same market you are so make sure you stand out.

4. Create compelling content

People will read your message if it’s interesting, compelling and tells a great story. Use consistent messaging but go deeper by telling success stories. Use high-resolution images and video from team members to grab your audience’s attention. As a nonprofit, team up with creative photographers and videographers to step up your game and stand out. You can also use “home footage” from a cell phone or webcam to tell an organic story if you’re at a special event or are practicing social distancing.

5. Think like a “local”

Local PR and marketing outreach can be an effective way to reach your target audience and build your credibility in your own backyard. Nonprofits that do not have a national reach can always leverage the local newspapers, blogs, radio stations and television stations. If you can get enough coverage from the local and trade, you can attract national attention. 

6. Check your calendar; leverage holidays and national observances

Nonprofits often have charitable work associated with the holidays. Plan ahead and develop a few virtual events around relevant holidays and national observances. Take it a step further and create your national observance and create a campaign!

7. Join an association

Expanding your network gets easy when you join an association in your industry. Associations help you learn more about the industry while introducing you to industry professionals. This may give you an advantage over competitors that don’t have access to those same individuals. As a member of a reputable association, you build your credibility as an industry leader. Consider joining the National Council of Nonprofits, a trusted resource and proven advocate for America’s charitable nonprofits. The association provides access to trustworthy information on legal, operational and capacity-building matters.

8. Showcase your leadership

Making your leadership more visible will build the credibility of your nonprofit. Consider writing thought leadership pieces for trade media outlets. Demonstrate your expertise by sharing business insights and providing research or data to back your statements. Bring your story to life with real-life examples or case studies. Then, remember to circulate your coverage to your stakeholders, including your clients, board of directors and potential donors. 

9. Highlight your partners and donors

Co-branding with various donors and/or others your organization is connected to will build your reputation. For example, if you received a generous donation from a well-known company, tell the world by pitching reporters who cover that company. Consider distributing a press release announcing the contribution.  Always remember to clear it with that company first.

10. Be PR savvy and invest in tools

There are a number of tools available that will expand your efforts with very little investment. For example, using a wire service to distribute your press release will expand your reach as well as your digital presence.  There are also platforms that can help you schedule and publish your social media content. One such tool, Hootsuite, is one of many that will help you manage all of your social content in a single calendar. All of these platforms allow you to leverage your time and efforts, and are worth exploring.

If you’re are one of the millions of nonprofit organizations that needs public relations support, please contact The Hoyt Organization at (310) 373-0103 or email helpdesk@hoytorg.com

We look forward to partnering with you.

Nick Luvera

What Is Financial Services PR and Why Is It Important?

The financial services industry covers a broad range of businesses that include insurance, money management and digital banking. Financial services public relations help build businesses’ financial reputation. For instance, financial services PR can announce your company’s performance and showcases relationships with investors. PR is essential to bring credibility to your audience and improve a brand’s reputation. The goal of public relations is to promote a positive brand image and strengthen the relationship with a brand’s audience.

Here are some ways companies can benefit from financial services PR:

Launch Initial Public Offerings (IPOs)

If you are planning to go public, this is the perfect time to take advantage of what public relations can offer. Financial PR will increase the profile of the organization during one of the most important times in your company’s history. Public relations professionals can put together a media relations strategy to make sure your IPO is shared at the right time to reach the right stakeholders. “The Wall Street Journal” and “Inc.” are prime media outlets that can help you increase your company’s visibility during this time.

Showcase Financial Performance

 Companies in the financial industry provide quarterly and annual reports on financial performance to stockholders and shareholders. Conference calls aren’t the only way to present a report. PR specialists can identify unique ways of showcasing your report and can craft messaging that presents your report in a positive light. An annual report can be the first impression that the company has to present itself to its audience.

Connect Directly to Customers on Social

PR pros can help you create and maintain social media accounts on LinkedIn, Twitter, Facebook and Instagram. Social media allows you to communicate directly to current or potential customers who may have questions about your organization. You can receive training from a PR team on how to respond to comments and direct messages on the platforms as well.

Financial advisors are encouraged to create a LinkedIn page since this platform allows you to showcase your credentials and experience in the industry. PR professionals can also create social media calendars so that your social media platforms stay active with content that is both engaging and relevant to your followers.

Improve Your SEO

In order to be ranked high in online and Google search results, you must improve your search engine optimization (SEO). Public relations professionals can design SEO strategies to help your financial services company increase your website’s views to drive additional traffic to your site. SEO will help you stand out from your competition.

Enhance Your Web Design & Copy

 Having an outstanding and functional website is crucial in today’s digital world. Users must be able to easily navigate your website. Your website should also clearly communicate what you do and who you do it for. Also, the layout of your pricing should be easy to understand.

Updating stock images, making it mobile-friendly and deleting unclear terminology can all help you improve your site. With the help of a PR firm, your website will grab the reader’s attention to support new and current clients. Your website should be a prime resource for the individuals you serve.

Leverage Marketing Techniques  

Email marketing is a great way to reach your target audience. Consider hiring a PR firm to develop an annual newsletter that showcases your company’s achievements. Hardcopy brochures are another marketing tool to get information about your company into the hands of potential customers. PR can help you identify which marketing strategies work best to reach your target audience.

Develop Key Messaging

All businesses, including those in the financial services industry, should establish key messages that explain their brand. The messages can be one or two sentences that capture the essence of your company and it should tell a story. Consider keeping a content calendar so that it is easy to control how you present your content.

Offer Thought Leadership Commentary

Financial services companies can benefit from positioning top executives as thought leaders. With a fantastic media relations strategy, your thought leader can be used as an expert source for a variety of business and financial trade publications. And local newspapers and broadcast stations can help you reach individuals who live in the area you serve.

Blogs are a great way to establish yourself as a thought leader. PR professionals can help you identify blog topics that relate to your industry. Posting content frequently on your company’s website can also improve your website’s SEO.

Podcasts are also an active way to showcase your company’s thought leaders. With podcasts, current and potential customers can get to know you and your expertise. Use social media to promote your podcast and gain new listeners.

Feel free to contact The Hoyt Organization today to receive financial services PR support for your company.

 

 

 

Nick Luvera

PR and Marketing Strategies for Luxury Real Estate Brands

Luxury real estate brands are all about creating an impression of exclusivity – both in their clientele and the type of properties they represent. With the luxury housing market thriving, developers and contractors need to take advantage of real estate public relations and marketing strategies to get their prospective buyers and sellers interested in their designs.

Marketing luxury properties requires extra effort and having a solid PR team promoting you to your target clientele will help you stand out from the rest. According to American author and former dot com business executive Seth Godin, “People do not buy goods and services. They buy relations, stories and magic.”

Fundamental public relations and marketing strategies that will enhance both your public image and your marketing dollars reach include:

Identify Your Target Market

This is the number one strategy that you can use to become successful. Begin by identifying your niche market and become an expert in it. Knowing what drives your target markets decisions and where they are headed in the short and long term is imperative to developing an effective PR and marketing strategies. Knowing all you can about what is happening in the areas that your target market populates will allow you to adapt your brand strategies quickly and accordingly.

Over time, your target market may experience varying degrees of shifts in who they comprise. For example, as baby boomers were known for building large, expensive homes, millennials are not interested in buying the large elaborate houses built by them.

Establishing an Online Presence

 Print publications aren’t as relevant as they once were. Although local newspapers are still being read, many people now go online for information from these same sources. With technology ever-changing, you must establish a social media presence. This will include creating a website and leveraging social media channels in your marketing. A key benefit of utilizing social media platforms to market your real estate brand is that they are inexpensive. On top of their cost advantage, they allow you the potential to reach an enormous number of prospects.  Your online presence can also include digital news outlets and podcasts.

Staying on Message

Keeping a content calendar is one of the best ways to avoid inconsistent branding and gives you full control over how you’re presenting your content. When you have content planned out ahead of time, it’s easy to keep your messaging, look and feel in perfect alignment. Create one or two sentences that best describe your luxury real estate brand. Short key messages work well on the internet and social media. The messages should convey your values while telling a story. Once you have identified your message, use it as part of your branding and consider giving it a unique hashtag.

Hosting Virtual Experiences

In this time of COVID, virtual experiences have become the norm for inviting your audience to engage with your brand. According to a survey by the National Association of Realtors – 44% of clients search for properties on the internet first. Virtual guided visits of properties capturing 360-degree video allows your brand to bring the property to clients while in the safety of their own homes. Key designers, architects, developers and contractors can host Q&A sessions online engaging your followers while answering any questions relating to the thought process and sale of high-end real estate. This allows a brand the opportunity to provide value to both its past and its potential future clients.

Neglecting your PR strategy can cost you in lost luxury real estate sales. If you’re struggling with real estate branding, The Hoyt Organization can help.  Contact us today to learn more about how we can support your organization by developing a strategic communications plan that supports your unique goals.

Nick Luvera

How Can We Help?

Make us your first call if you’re launching a new product or service, re-branding or encounter a need for media relations or crisis communications. We’re here for you:

  • Targeted PR
  • Strategic Communications
  • Social & Digital Media Strategies
  • Crisis Communications
  • Marketing & Design