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

What We Can Learn From The Condo Collapse in Miami

The recent tragic condominium collapse near Miami showed once again how important being prepared for crisis management response can be. Tragedies happen. However, how we respond to them can be the difference between failed public relations and professionally crafted crisis management communication with government agencies, media and the public.

7 Things We Can Learn About Crisis Management From The Miami Condo Collapse

Let’s take a look at seven crisis management lessons that the condo collapse highlighted.

Be Proactive

Before any crisis occurs, it is best to act quickly to prevent the escalation of a potential problem. After the collapse of the Surfside condo, there was documentation that showed what state the condo had been in before its collapse. Various structures within the condo were in poor condition.

We cannot know for sure if these structural issues contributed to the collapse of the condo. However, the condo’s collapse could perhaps have been prevented had there been proactive steps taken that minimized structural risks.

The primary goal should always be to stop a crisis from happening in the first place.

Make Sure You Only Release Accurate Information

In any crisis, it’s important to handle information responsibly in order to refrain from causing more panic.

As with the condo collapse, authorities had to assess when to release important information regarding damages, injuries, and the death toll. By knowing when to release what, they were able to inform and console many loved ones during this tragic event.

By releasing inaccurate information too soon during a crisis, you could cause more public outrage. Although third parties may press for more information, it is better to ensure that the data is correct before releasing it. Not only will this improve your credibility, but it will also prevent a PR disaster.

Don’t Speculate

When a crisis hits, it’s tempting to compare it to similar disasters. Based on what happened during similar past events, one can easily speculate about what’s going to happen next. However, in the event of any crisis, you need to avoid speculation at all costs.

Wondering about the causes, effects, injuries, or tactics that may be used to solve a crisis is natural. But, by sharing your musings with the world, you could cause even more panic.

To keep everyone calm, you should always communicate responsibly. Rather than speculate, wait until you know all the facts before communicating with a third party.

Communication Is Critical

Crisis communication plays a vital role in managing any crisis effectively. How you communicate to your audience is very important. Avoid blaming anyone and don’t make any rash judgments. Instead, take your time assessing the situation and the outcomes of all your options.

If possible, it would be better to shift all the communication responsibilities to a firm that specializes in crisis management. This is exactly what the condominium association in Florida did after the condo collapse.

Be Transparent

In order to handle a crisis effectively, you have to be transparent. This can be hard, seeing as some of the details relating to a crisis can be upsetting. However, telling half-truths can not only damage your integrity but also cause more harm than good.

No matter how uncomfortable, the truth should be communicated clearly and tactfully. Once you have all the facts lined up, there should be no reason to not share all the pertinent information.

When the Florida condo collapsed, the public remained updated around the clock. This helped everyone come to terms with what happened.

Have A Crisis Plan In Place

No one wants to think that the worst possible disaster will strike their business. However, you still need to be prepared for anything. Not only will it help you to get back on your feet sooner, but it will also show leadership, thoughtfulness, and compassion.

Your company should have a crisis plan in place for every possible scenario that can affect your employees, customers, and your business itself. By having a crisis protocol in place, you can avoid panic and jump right into action mode when it’s needed.

When the condo collapsed in Florida, the condo association relied on many regulations and outside help to navigate the situation. Without a proper plan in place, it will take you much longer to get to the bottom of any crisis.

Be Flexible

Even if you are prepared, a crisis can still knock the wind out of your sails. In situations like these, you need to be flexible in how you manage a sticky situation. What would have worked six months ago may not work now. By objectively analyzing the situation, you will be able to make informed decisions much faster.

The condominium collapse in Florida triggered conversations about revising condominium regulations. To stay up to date with the latest requirements, you have to be flexible to accommodate changes in your regulatory environment.

Key Takeaways

The condo collapse was a tragic event that made worldwide headlines. However, we can learn from that loss and implement new crisis management protocols that will help prepare us to communicate more effectively with key stakeholders during the next disaster.

Leeza Hoyt

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

The Best PR Can’t Replace Real Leadership

By Andy See – Perspective Strategies | June 28, 2021

At its core, PR is all about reputation management with stakeholders. People and brands rightly expect PR professionals to help them connect with important stakeholders, build meaningful relationships and effectively communicate the right messages to them. 

However, many make the mistake that PR can help them solve a real leadership and business problem especially when it comes to a crisis. In fact, many think communication can substitute leadership.

The reality is, while PR can mitigate communication-based problems, it will never, ever be able to solve fundamental organizational and brand issues. It would be like taking pain killers without diagnosing and addressing the root cause of the medical condition. Resolving a problem or crisis requires real leadership and this often involves making tough decisions and most importantly, taking the necessary actions. 

Best PR
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Indeed, no amount of PR, no matter how great, can build on what isn’t really there in the first place. Embarking on a PR exercise to “put a positive spin” on things will only make things worse if brands and organizations are not already walking the talk. It is just a matter of time when “spin” will come back and haunt the brand or organization. 

Jumping on the bandwagon

For example, many organizations are eager to jump on the green and sustainable bandwagon to showcase their “purpose-driven” brand story. But how many actually mean it? A study in the UK by The Opinium Research found that 60% of communication professionals believe clients are too eager to jump on the bandwagon talking about the climate crisis but often don’t take meaningful action. 

In fact, at a recent interview with PR Week, Google’s global marketing VP, Marvin Chow, warned that brands should not fall into the “purpose parade” trap which will eventually create “purpose fatigue.” He was also quoted as saying that brands need to have a consistency of commitment and start with a core set of values. 

The fact is that communication without leadership is nothing but empty words. Important issues, such as Environmental, Social and Governance (ESG) cannot be just all talk – it requires people and organizations to take real actions to make it work. Instead of superficial exercises, purposeful leadership must involve fundamental programmes and initiatives including reviewing the brand’s value chain, carbon footprint, sustainability practices, and many more.

“Spinning” stories about a cause without taking meaningful action is hollow. People will see through it eventually. This is a major reason why PR has gained a somewhat unsavoury reputation among some quarters, because there is this misconception that we are “spin masters” trying to cover up wrongs or incompetence by painting an unrealistic or even false picture of things.

That could not be further from the truth of what PR is about or what PR professionals with integrity stand for.

Authentic leadership

It is easy for people and brands to talk about having purpose, but it is not an easy journey to make it real. It takes guts and grit to manifest brand purpose and values into the real world, especially in bad times or during crises. And that requires authentic leadership, not just talk.

Of course, I may be oversimplifying by saying Communication is Leadership to make a point. It is true that communication is an integral part of leadership. But to think that communication can replace Leadership is a grave mistake. You can even say the two are symbiotic – one cannot exist without the other especially in today’s digital marketplace.

Another obvious example of this is when organizations and leaders talk about people being their greatest asset. Yet, it is often the case that the staff are often one of the first “costs” to be cut when things become a little more challenging than usual. But a company that truly values its people will base its decision on people’s well-being – especially during a crisis.

Indeed, it is during a crisis that a leader’s mettle is revealed. It takes a lot of leadership for companies to talk to stakeholders, including their staff, to explain the true situation and articulate a solution that truly values and honors their greatest assets. It is not just communicating either. Leadership must be demonstrated by accountability, responsibility and empathy to others. 

When leadership action is in place, PR and Communication can play a great role to clearly articulate these values. Good communication practices by trained professionals can help smoothen the communication process and mitigate any backlash that may arise from difficult situations.

Perhaps it is time communication professionals “PR our PR” and reclaim our reputation as behind the scenes supporters who help make GOOD leaders GREAT. We need to let stakeholders know that the world needs authentic leadership more than ever in these difficult and uncertain times, and there is no way PR can spin poor leadership. 

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

The Hoyt Organization

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

The Hoyt Organization Announced as a 2021 Local Excellence Award Winner by UpCity!

For more than a decade, UpCity’s mission has been—and continues to be—to help businesses find B2B service providers they can trust. The UpCity Recommendability Rating was developed to determine a service provider’s credibility and recommendability, giving UpCity the confidence to recommend them to the more than 1.5 million businesses that visit their site. 

Each year, UpCity creates a list of excellence award winners, analyzes and scores more than 70,000 service providers based on their UpCity Recommendability Rating and acknowledges the top national and local providers with an UpCity Excellence Award. The results are in, and we won!

We are ecstatic to announce that The Hoyt Organization team has a excellence award winner. We have been recognized as one of the top B2B service providers of 2021 in the Los Angeles area by UpCity! 

The Hoyt Organization is a communications and public relations team that helps companies develop the right message for the right target audience. Through services such as public relations, media relations, crisis communications, digital and social media strategies, marketing and design, and more, the team at The Hoyt Organization helps companies ensure that trends, topical news, and current affairs in any industry are taken into consideration when developing the perfect message. 

The Hoyt Organization

Thank you to UpCity for this prestigious award, and thank you to all of our clients who helped make it possible. We look forward to the opportunity to continue to create new and innovative ways for all of our clients to be successful!

The Hoyt Organization

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

Public Relations Global Network Elects Alexandra Dinita as President

The Hoyt Organization is the Los Angeles partner agency of the Public Relations Global Network (PRGN). THO has the capabilities of an international PR agency, while maintaining the hands-on, specialized services that have made us a top Los Angeles area public relations firm. We successfully service local, national and international companies.

(PRGN) announced the slate of new officers for one of the world’s largest networks of independent PR and communications agencies. The appointments were announced during PRGN’s recent bi-annual Spring member conference, held virtually due to the Covid-19 pandemic.

Following a vote from PRGN member agencies, Alexandra Dinița, general manager of Free Communication in Bucharest, Romania, stepped up to lead the worldwide network of 50 independently owned firms as its president for the next twelve months. 

As the 30th president of PRGN, Alexandra Dinița follows the footsteps of former president Robert Bauer, managing partner of accelent communications of Vienna, Austria, who assumes the duties of immediate past president and chair of PRGN’s Advisory Board.

“Taking the lead of a global agency network in a year when the world is hopefully coming out from under Covid-19 is a true challenge of leadership and I like challenges as well as the opportunities that come with this unique situation,” says President Alexandra Dinița, an architect by training who turned a communications professional and agency owner, also an avid athlete and a mother of a 12-year-old son. “A quick survey among our members recently showed the resilience of independent agencies who landed more than 170 new client contracts in the first three months of 2021. This shows the outstanding quality of member agencies in PRGN and an ability to collaborate and exchange knowledge globally, which sets our tight network apart. Approaching the 30-year anniversary of the Public Relations Global Network in 2022, I am committed to grow the special spirit and values that PRGN can offer to its members and their clients on all continents.”

Other PRGN officers elected by owners of member agencies include:

President-elect
David Fuscus
President and CEO
Xenophon Strategies, Inc.
Washington D.C., United States

Treasurer
Amanda Hill
Principal
Three Box Strategic Communications
Dallas, Texas

Secretary
Andy See Teong Leng
Principal Partner and Managing Director
Perspective Strategies
Kuala Lumpur, Malaysia

Founded in 1992 by a group of visionary public relations leaders, with approximately 1,000 professionals in 54 locations, PRGN is one of the world’s largest international public relations networks.

PRGN partners are independent, local, owner-operated public relations and marketing communications firms that share expertise and resources, while providing broad-based comprehensive communications strategies to clients worldwide.

Companies or organizations interested in the services of PRGN’s local agency network can visit the Agency Directory or contact PRGN’s executive director Gábor Jelinek at gabor.jelinek@prgn.com for more information.

Independent agencies interested in joining the network can visit the member recruitment section of the PRGN website for more information or email its membership chair, David Wills, Senior Vice President of Media Profile at david.wills@mediaprofile.com 

The Hoyt Organization

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

The New Chapters You Should Add to Your Crisis Communications Handbook After Covid-19

By Natalie Ghidotti – Ghidotti | April 12, 2021

Crisis communications as a public relations practice stands out not just in the execution of high level strategies at an amplified pace, but because every crisis communications scenario serves as a stress test for that organization. Whether that crisis plays out in the headlines or gets managed internally, everyone immediately recognizes what worked… and what didn’t. While few organizations could have fully prepared for this past year of Covid-19 and the pandemic response, as companies look forward, they should first look back and take some of those hard lessons learned to heart. If you haven’t taken that hard look inside your organization yet, here are a few new chapters you should consider adding to your crisis communication handbook.

crisis communications

Your Crisis Communications Response Must Be Mobile… All The Time

How mobile is your crisis communications team? Can you easily gather all the information you need, spin up a media response and secure any necessary approvals or review if your lead decision maker is stuck on an airplane? Or maybe, if we can tempt fate for a moment, your Internet service fails or there’s a power outage. That’s right. Kiss that cloud storage backup goodbye for a moment. Will you still have access to necessary assets, templates or be able to reach someone else who can post to your social media accounts? Remember Murphy’s Law: “Anything that can go wrong will go wrong.” Many public relations practitioners have felt those words hang heavy over the past year and not just because of Covid-19. While it’s impossible to prepare for every possible eventuality, we can prepare so that roadblocks that hampered our work in the past do not derail our efforts in the future when they inevitably happen again. A crisis handbook will help.

So, what does this mean for your communications team and decision making leadership? It means you develop redundancies. If everything hinges on one person’s approval and they’re in the hospital having a heart attack, decide who can step in ahead of time instead of the heat of the moment. If you’ve experienced a power or communications outage that lasted more than two hours over the last year, maybe someone should consider an old fashioned landline at home versus their VoIP service or ensure your key communicators have an alternative power source for their smartphones. Set up emergency conference call numbers where key decision  makers can connect quickly versus playing phone tag and make sure everyone who needs it has that number saved on speed dial. And as for that cloud storage, ensure you have a download of everything you might need on you, whether you’re stuck at home during a pandemic or alongside the road in the middle of nowhere. As communicators, we love to focus on the message and the strategy, but now is the time to also develop your organization’s crisis communications infrastructure and put plans in place before the next crisis strikes.

Listen Before You Speak in a Crisis

While we must retain the ability to respond quickly in a crisis, a year of the Covid-19 pandemic also provided us with ample opportunities to listen. How are our peers and competitors responding to a situation impacting us all? What do our customers or clients expect? For example, it may not be appropriate for every tech company to weigh in on public health policy during a pandemic, but they could have a significant role in setting expectations for their employees and modeling appropriate responses for their customers. For many of us, the pandemic wasn’t the only crisis we faced this past year either. In a time where it may feel like a constant race to be the first one to Tweet on a given topic, we must remember the value of listening before we speak. 

Even in a crisis situation where a swift response is key, there is room to listen. What is a reporter really asking? Who is really covering the news? How are our customers responding on social media? What is the tenor of those conversations and how could our response impact those conversations, either positively or negatively? Listening gives us the room to develop perspective which can guide any and every following response. The last year has provided plenty of time to listen closely, but how we use that perspective still lies with us.

Align ALL of Your Communications, Not Just What You Say to Reporters

It goes without saying these days that a corporate statement on an issue is no longer the only way that organization can be seen as responding to a crisis or really any situation. Once again using Covid-19 as an example, your company can speak all day about following health and safety protocol to protect your employees, but if your leadership shows up on social media or the front page of a newspaper shaking hands, violating health guidelines at a dinner party or doing any one of a thousand other things people were asked to stop doing during the pandemic, all of your other work is immediately undermined. Same thing with your employees. If your company took a hard line on health safety and social distancing, but someone keeps posting photos of employees hanging out in the office without masks, no level of strategy could correct that perception. 

Now, more than ever, is the time to ensure your organization speaks with a single voice all of the time, not just in the midst of a crisis. That means taking steps to make sure your media relations and social media teams speak regularly, not just when something goes wrong. It means establishing clear internal communications channels so your staff understands social media protocols and what is or is not OK to share. It also means speaking with any member of your staff that engages with customers or the public to make sure they are just as aligned with your communications strategy and brand voice as the members of your public relations team are.

Learn to Prioritize During Crisis Communications

Finally, this past pandemic year reminded us that it is not only possible, but actually quite likely that you will have to deal with more than one crisis at a time. One may be larger than another or you could face a tsunami of challenges striking all at once. These are the moments when disciplined communications professionals rise to the challenge and lead organizations through a crisis. Even the most exceptional teams may be stretched thin when dealing with multiple crisis situations at once, but they get through by prioritizing one crisis at a time, managing the others and quickly working through the list. And the time to develop that discipline and hone those skills is before the next crisis strikes.

The Hoyt Organization

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

SPAC Attack – What They Are, Why You Should Care and How Communications Plays a Role

By Brianne Miller – Landis Communications Inc. (LCI) 

You can’t swing a unicorn these days without bumping into a SPAC conversation (sorry, bad Silicon Valley joke). In days of yore (pre-COVID), the technology PR world would hum with conversations about IPOs, vesting schedules and year-long plans for going public. Like everything else, things are different today. Life moves pretty fast. If you don’t stop and look around once in a while, you could miss it. (Do I get bonus points for a bad joke and a Ferris Bueller quote in one paragraph?)

What is a SPAC?

A Special Purpose Acquisitions Company (SPAC) is a shell company specifically set up by investors to raise money through an IPO and eventually acquire another company.

For example, SPAC Hedosophia Holdings bought a large stake (49%) in Virgin Galactic before taking the company public in 2019. SPAC companies have no existing business functions at inception and have two years to complete an acquisition or return investments to funders.

Communications’ Role

A SPAC can accelerate a pace, but what it can’t do is build awareness – at least not without a little outside help. This is where strategic and professional communications come to the table. Not every SPAC has a spokesperson like Richard Branson (Virgin Galactic), so making noise about the product/service/company that will eventually be listed on an exchange is vital. For SPACs to fly (Virgin Galactic pun intended), they must make some noise. Early. Before the SPAC files its intent to list an acquired company.

Hiring a trusted communications partner to create and implement an outbound program can provide the runway needed to make sure a SPAC is spun.

A Little Advice on Choosing a Communications Firm if Considering a SPAC

  • Stories must be told. Find an integrated agency that will work with you efficiently to take one initiative and package that into content for media, social media, blogs, thought leadership and digital.
  • Foundations must be strong before shining a light on your company. Ask agencies you are considering about their work in messaging, media training, target market segmentation and positioning analysis.
  • Start early. It takes time to build that awareness leading into a financial event. The longer the runway, the smoother the take-off.
SPAC

How to Start the Process

  • Do your research. Ask contacts who have had successful experiences to refer you to an agency.
  • Check for chemistry. This relationship is a partnership. Make sure you feel confident and “click” with the team. 
  • Make sure you’ve got both PR (public relations) and IR (investor relations) functions covered. You’ll need both, and more than likely they’ll be two separate companies. It’s always a good idea to find resources that work well in a team environment.

This article first appeared in the blog series of Landis Communications Inc. (LCI), PRGN’s member agency in San Francisco, California.

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

The Hoyt Organization

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

How to Find Micro-Influencers That Match Your Brand

By Lauren Reed – Reed Public Relations 

Working with influencers is like braving the wild, wild west. Without any specific guidelines or code of ethics, each brand-influencer partnership is unique and can result in really great coverage, really awful coverage or something in between. 

With each passing year, influencer trends shift dramatically, too. The of-the-moment Instagram star is the micro-influencer, a social media personality with a small (1k – 50k) but highly engaged following. Every follower is part of a community and has chosen to be there. Followers are either highly interested in the topic the micro-influencer covers or strongly invested in the influencer’s life. Compare this to celebrity influencers with 1MM+ followers—the influencer-follower connection isn’t as strong.

 Micro-Influencers For Your Brand

Micro-influencers can cover niche topics (for example, see @jesskidding for Disney-focused content and a pastel aesthetic or @amillionlittlepages for endless book recommendations and reviews). They can also be regular people sharing a glimpse of their daily lives. Micro-influencers are cost-effective due to their smaller followings, but most importantly, they’re often easy to work with and willing to share content that suits both parties.

Guaranteed engagement, authentic content and trust amongst followers make micro-influencers an excellent choice for brand partnerships. So, how do you go about choosing the right micro-influencer for your brand?

Hashtags are the best method for influencer discovery. Start with general queries. For example, if you’re a Nashville restaurant looking for a micro-influencer to dine in and post about your food, start with #nashville. You can refine your search from there—for example, try #nashvillefood, #nashvillefoodie, #nashvilleeats, #nashvilledinner. Scroll through the populated images and develop a list of potential micro-influencers for your partnership.

Once you’ve found a few prospective micro-influencers, peruse their feed posts to discover others with similar interests. Scroll through comments and look for accounts that interact with your micro-influencer often. Influencers build real friendships on the platform, so by paying attention to the conversations occurring in the comments section, you’ll likely find additional micro-influencers that are good fits for your brand.

Once you’ve developed a list of micro-influencers with 10-15 options, consider the following criteria to find your perfect partnership.

Does the influencer’s authentic voice match your brand’s voice?

Start by reviewing your website and marketing collateral. Do you employ a casual, conversational tone, or are your marketing materials drowning in jargon? Do you select formal language or use a specific dialect?

Make sure the micro-influencer you partner with is comfortable using the style of language your brand employs. This is critical to ensure posts about your organization or product are a natural fit on the feed. Content that’s overtly “sales-y” leads to minimal engagement.

Does the influencer’s aesthetic match your brand’s aesthetic?

You can pull directly from your brand standards to determine your organization’s aesthetic. Do you use punchy, in-your-face colors and graphics? Or do you stick with a neutral palette? Influencers spend a lot of time and energy curating their feed’s aesthetic. You won’t have much luck asking an influencer who posts all black-and-white images to promote your brightly colored product.

Does the influencer’s following reach your target demographic?

Once you’ve narrowed the field to your top five, take a look at the micro-influencers’ followings. Read comments on feed posts to get a sense of who’s following along and why.

The micro-influencer’s age can be a good indicator of the type of follower he or she attracts. It will also help to review previous brand partnerships and the types of products this individual has successfully promoted.

Many industry leaders have predicted micro-influencers to be the top marketing trend for 2021. Stay ahead of the curve and diversify your influencer partnerships sooner rather than later. Don’t be surprised when your partnerships yield double or triple the expected dividends!

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

The Hoyt Organization

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

Five Ways Communicators Should Prepare to Reopen After Covid-19

By Natalie Ghidotti – Ghidotti 

It’s been a long and challenging 12 months since the World Health Organization declared Covid-19 a pandemic on March 11, 2020. Many businesses have moved to remote work or a hybrid workplace model, while others were forced to shut their doors permanently. However, with vaccine rollouts across the United States on a fast track by the end of May, it’s getting easier to see a light at the end of the tunnel. For many employees following a long layoff, a return to normalcy will be anything but that so it’s important for organizations to be ready for potential challenges ahead when it comes to proper communications. If your business is one of many who might find cobwebs above your desk upon return to the office, you’ll definitely want to consider some of these practices for a smooth transition as you prepare to reopen after Covid-19.

Prepare to Reopen After Covid-19

Update Your Crisis Communication Plan

If the pandemic has taught communicators anything it’s the value in a well developed crisis communications plan. Those that had a plan in place before the initial spread of the virus were better prepared to adapt quickly and identify ways to keep their business on track, while others were left scrambling. That’s not to say they were prepared for a full-blown pandemic, but the direct punch was softened by the head start of a strategic plan. If you don’t have a crisis communications plan, now is the time to develop one to outline communication and response procedures for any dilemmas that may arise, because they will! This will help you prepare to reopen after Covid-19.

Who is the spokesperson for your organization? Who from your team needs to be included in the communications and approval process? What are your actions to address social media and mass media? These are all questions that should be answered in your crisis communications plan to avoid mistakes, missteps or miscommunication during the most difficult and sensitive times. 

Set the Right Tone 

Fear and uncertainty have been common feelings throughout the pandemic, and the move to reopen could present the same for many people. It’s important for leaders and other communicators to establish a tone of remaining confident and vigilant. Carefully think through communications to your team, customers, vendors and other partners to ensure consistent messaging on all fronts to limit further anxiety and prevent chaos. 

In The Ghidotti Podcast interview with executive coach and leadership strategist Elise Mitchell, she suggests following Dr. David Rock’s SCARF model for identifying ways to better communicate with your team. It lists five social triggers as the most common reasons people get upset and lack the capacity to communicate well. Understanding how to think and respond under moments of pressure with a consistent message as you lead your team through a return to work following months of remote or hybrid work will go a long way toward setting the right tone and creating confidence with members of your team. This will help you prepare to reopen after Covid-19.

Clearly Define Safety Protocols

Safety is the ultimate priority when it comes to reopening your business following the pandemic shutdown. From your team members and partners to customers and clients, a feeling of safety is necessary for anyone who enters your place of business and that means clearly defining safety protocols. Not every business will have the same regulations and anything you put in place is subject to change over time, but it still must be widely established before reopening. 

Communicate with your team before setting any safety measures in place. Those are the people that will be spending the most time in your facility, so it’s important to ensure every member of your team feels safe and confident about returning to the office. Whether it’s a parent that has grown accustomed to their child staying at home or a team member that discovered a love for remote work during the pandemic, not everyone will be clamoring for an office setting, so consider a brief survey or questionnaire that encourages employees to share their own expectations for a safe return.

Be Nimble 

Flexibility is one of the most crucial traits to have when reopening after Covid-19. Change has been the only constant throughout the pandemic and communicators must be nimble to adapt quickly to any other changes that are likely to occur. It’s impossible to predict the future, but by staying flexible, you’ll be able to change and deliver consistent communications at a moment’s notice. 

The ability to adapt quickly and efficiently is also necessary for your social media strategy. Whether it’s Facebook, Twitter, Instagram or any other platform, one misguided post during your reopening can lead to a world of trouble for your brand. Implementing a positive brand voice and identity can go a long way toward establishing loyalty with your target audience, while preparation will have you ready for any potential crises that may arise.  

Focus on Your Customers

For some businesses, the pandemic provided much needed time to focus inward and implement new strategies and plans to ensure organizational success. While not forgetting any of the positive changes that were made during that time, reopening your business requires shifting your focus to your customers. This is the time to provide exceptional customer service and remind them of your commitment. Remember to look at your business through the eyes of your customer. How does your product or service answer a need or help them accomplish a goal? What are some creative ways you can help them rediscover your business after this time of dormancy? 

Maybe you host a grand reopening to gather loyal customers in the form of brand ambassadors to help spread the message. Or, perhaps you offer discounted prices to acknowledge that you understand the difficult year that everyone has endured. Whatever you decide to do, it’s important to put fresh eyes on your customer service strategy and listen to your clients to ensure that all of their needs are being met and you have their interests at heart.

The Hoyt Organization

Social Media Marketing is a Game Changer – and here’s why

Social media marketing began simply as businesses posting content they hoped would be seen or shared by others and that somehow viewers would convert to buyers. The advancement and sophistication of tools and technology has been a game changer in a number of ways, for businesses both large-scale and small. Marketing and advertising are nothing new. Before the internet’s banner ads and pop-ups, there were still billboards. There were still magazine ads, infomercials and flyers. 

Social media becoming a daily staple for social connection, personal networking and building brands has brought forth the opportunity for marketing. Now, we are able to target ads in a way that was never before possible. 

Social media marketing has changed how we market and target.

Every time some creates a social media account they agree to share personal information. This can include name, birthdate, age, gender, ethnicity, location, and sometimes more. In addition the terms of service include giving them permission to collect detailed data on our behavior and interactions on their platform. The amount of data that can be collected provides an extraordinarily deeply personal profile of users. In aggregate this provides tons of data that can be used to target very specific segments of potential customers. But first, you still need to know their ‘persona’. Where do they live. What is their age and gender. what are their interests. With highly targeted social media marketing, we are able to meet our clients where they are at. Whether it’s a millennial who has shown interest in a new car or a baby boomer shopping for home furnishings, we are able to target specific interests, age, location, gender, marital status and more. Because Facebook has more than 230 million United States based users, and 2.3 billion users daily, we don’t necessarily have to spend time figuring out where they spend their time. Now we have the ability to describe our ideal target audience, and have the ad shown to thousands of those exact individuals. 

Knowing your audience has become more detailed.

Targeting a specific audience has become more than an age group. You don’t just need to know that adult men, or teen girls are more likely to buy your specific product. Targeting on social media can get so specific that truly targeting your audience will get you the results you want. When we are targeting a specific audience, we don’t just include their age and gender. We can include marital and relationship status. We can target income levels, and shopping interests. We know, for example, if someone has applied for a mortgage loan. Another example might be if you own a salon, you’re more likely to see a successful ROI when you’re targeting individuals who have shown interest in topics like hair care, hair masks, fashion, or skin care. These individuals already have shown that they take interest in personal care. It’s essential to ensure that you’re targeting individuals that your product could be for, and the likelihood they will actually interact with the brand, comment, or make a purchase. 

Graphics have to be more attention-grabbing. 

Social media advertising has become big business for many platforms. Consequently too many ads are being placed in front of the consumer. It is averaged that every four “posts” on Facebook or Instagram (owned by Facebook) is actually sponsored or an ad. This can cause some ‘fatigue’ among users. This is why it is essential to not only target the right group, but to have graphics that are going to catch the attention of a consumer who has already seen, and not clicked on, many ads that day. Standing out is an essential part of the process – in other words, if your target audience sees your ad but doesn’t stop to really look at it, or read it, the ad wasn’t that effective in the first place. This fusion of quality graphic design, attention grabbing copywriting and the correct targeting is the recipe for a successful campaign. 

Overall, social media has changed the advertising and marketing game. It has created more options, and the ability to connect with the consumer on an even deeper level. 

Final Thoughts

If you are considering launching a social media advertising campaign there is a lot to consider. Before spending time and money, consult with experts. Here at THO we are well versed in the nuances of creating effective campaigns that reach the desired target audience. We get results.

THO

How to Successfully Host a Hybrid Event

By Keri McIntosh – The Castle Group 

Once upon a time, we only talked about “hybrid” in science class. Today, the word is ubiquitous. In any language, we’re referring that in-between world blending in-person and remote – in the classroom, office and, yes, events.  Ready or not, hybrid events are in your future; depending on where you are, maybe sooner than later.  Take a look at what’s coming, and how to successfully build hybrid into your events strategy.

Although virtual events are now commonplace and can be highly effective in reaching your target audience, nothing beats the face-to-face connection of in-person events. Organizers of virtual events and attendees alike are digitally drained. We’re hearing from both sets of constituents that they can’t wait to get back to in-person events.

It’s not a question of if they are coming; it’s a question of when they are coming, and in what form are they coming? This will depend on several circumstances, such as the speed of the vaccine rollout, safety thresholds of hosting organizations and hosting venues, and local market conditions.

Timelines may vary, but one thing is certain: hybrid events – a combination of virtual and in-person event experiences – are on the horizon.

While we don’t have a definitive roadmap, we are already beginning to see small in-person events, and the industry is optimistic that recovery will fully commence in Q3 and Q4 of 2021. Of course, live events will not immediately bounce back to pre-Covid conditions but will begin more slowly and will start as hybrid events.

Hybrid events are a unique event type that requires a different planning process from a fully virtual or fully in-person event. Here are a few key considerations for safely and successfully producing and operating a hybrid event:

Determine your audience mix

It’s important to understand the demographics of your audience and what percentage will be attending in-person vs. virtually. If necessary, poll your potential audience to determine the comfort level of attending in-person. Invite key groups that make sense to meet physically, such as local/regional participants or teams where in-person collaboration and team building is critical to business success. Initially, start with a smaller in-person audience (and a larger virtual audience) to provide a greater sense of safety and security and more personalized service. A smaller in-person group will allow you to ensure that you meet the proper capacity limits for your in-person guests. Remember, you’ll want to get it right the first time.

Define your strategy, format and timing

What content should be offered to both audiences and what should be unique to each group? Keep in mind that a virtual audience has a more limited attention span than an in-person audience. Find a mix that works for each. Perhaps general sessions are offered live to both audiences – in-person and streamed virtually – while breakouts are attended in-person but can be offered on-demand for the virtual audience.

Think tech

Planning for virtual events has made us embrace new technologies, and hybrid events will push us even further. Utilize technology to bridge the gap between your in-person and virtual audiences. For example, select a virtual platform that has a downloadable app so the in-person and online audiences can participate and interact together. Stream remote attendees to smaller live roundtable sessions. Build and update your platform/event website with important details and source a texting platform for real-time communications and polls.

Vet your live venue

When sourcing an in-person meeting destination and venue, safety and security should be paramount. Consult convention and visitors’ bureaus and travel partners for local updates and work closely with your hotel reps to ensure that the optimum health, safety and sanitation protocols, room layouts and capacity limits are met. Inquire as to what other groups are being hosted at the same time so that you can plan to avoid unnecessary interaction. Also, ensure the property has enough bandwidth for the technology you are utilizing such as the event app that may need to be downloaded by all attendees.

Enlist separate planning teams

In-person and virtual meetings have different logistical needs. In-person events will have food and beverage requirements and meeting room layouts, while virtual events will have platform specifications and production requirements to coordinate, to name just a few. Have a dedicated planning team in place for each that integrates as an overall group to ensure common goals are met and all audiences are informed and engaged.

Create a cohesive theme

There may be two separate audiences attending, but the entire meeting should have overarching goals and a central event identity. All event graphics and attendee communications should share a cohesive theme and brand.

Communications - Strategic Planning - Event Planning - The Hoyt Organinzation

Budget appropriately

Hybrid events are essentially two meetings wrapped into one that carry separate cost elements. When developing your event budget, make sure that the expenditures of both the virtual and in-person components are factored into the equation. The good news is that hotels are anxious to welcome back in-person events and are offering deals, discounts and incentives to encourage bookings. A hybrid event can also increase your sponsor dollars. See below!

Rethink your sponsorships

Hybrid events offer even more ways to showcase your sponsors. There are digital opportunities in the virtual setting and more traditional offerings such as signage and hosted events in-person. Get creative with your sponsor benefits and incorporate all available opportunities into your sponsor packages.

Communicate, communicate, communicate

A clear, transparent, and effective communications plan is critical to the success of your hybrid meeting. Stay aware and updated on local conditions and any changes in travel or hotel policies to keep all stakeholders (attendees, vendors, partners) informed. Publish all policies and procedures on your event website, distribute know-before-you-go communications and provide text updates as necessary during the event.

Stay nimble

Planners were flexible before Covid, but now we’re nimbler than ever. And as the landscape continues to shift and evolve, we must continue to move with it. From negotiating the most favorable cancellation terms and monitoring contract gateways to developing a solid emergency response plan for our programs, we must be able to adjust on our feet. The more adaptable and resilient we become, the more geared for success we will be.

As we look to the next normal, hybrid events will be our go-to. With strategy and careful planning, hybrid events can address the changing needs of your audience, broaden your reach, increase engagement—and maximize your ROI.

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

The Hoyt Organization

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

2021: Developing Winning PR Strategies for Architecture and Design Firms

In the current environment, architectural and design firms continue to invest in communications programs, but many are seeking to maximize and streamline that investment for speed and effectiveness.  The big questions: How can more be done with less? How can investment pay off faster?

A strong public relations program that combines media, social media and digital marketing is a powerful answer to both those questions. For you and your company, a strong PR program can be the cornerstone for how you reach new audiences and grow your practice. Here are a few “pro tips” for how you can achieve more – with less – in 2021.

Find At Least Three Uses for Your Content

If you’re not finding multiple uses for the content you generate, you should be. As a rule of thumb, The Hoyt Organization recommends finding three platforms where your content can be shared. Technology makes this fast and easy. For example, if you develop design case studies, be sure to publish them on your company’s website, share the link on your social media pages, highlight the case study in an e-blast, and share the information with trade media and reporters who cover your industry and your clients.  

Analyze Your Use of Social Media

There are about 2.5 billion global users of Instagram, Snapchat, Facebook, LinkedIn and Twitter and new platforms are being introduced all the time. Architecture and design firms can be selective in which platforms they use. This will maximize effectiveness without wasting resources on social platforms that don’t support your goals. When it comes to design, Instagram and Facebook continue to be the strongest visual platforms. LinkedIn, on the other hand, is by far the strongest business-to-business platform and allows design firms to highlight thought leadership and industry expertise. Every channel allows you to showcase your projects, people and awards with high-res images and videos.

As with any platform, it can take a lot of time to create the content. Here are three tips to maximize your channels. For PR professionals who work with architects, a number of services are used to streamline and optimize your social presence:

  • Hootsuite is a great tool for planning ahead. You develop and schedule posts for an entire month and simultaneously manage multiple accounts.
  • Linktree optimizes your Instagram bio. With this service, you can place a URL in your bio section so users can access relevant links.
  • Sponsored and Boosted Posts and Ads on Facebook, Instagram and LinkedIn allow you to market your posts about specific projects, properties or thought leaders to target audiences not currently in your social media network. By geotargeting each campaign and investing a modest budget, posts can reach specific industries, professionals and geographies.

Increase your SEO with Blogs

Blogs are the best way to improve your website’s search engine optimization (SEO) and help you achieve a higher ranking in Google search results. Research shows that organic search results are 8.5 times more likely to be clicked on than paid search results. Your blog can showcase new projects and top tier media placements. Also consider writing blogs about trends in the industry. The more often you post new content, the stronger your Google ranking will be.

Newsletter distributions

Using any number of email blast platforms like Constant Contact or MailChimp also improve the visibility of your company and keep your current clients engaged with your brand.  

Always use quality, high-resolution images

The architecture industry is very visual and great photography and renderings are a must for any project. These assets become essential to all marketing and public relations outreach. For major projects, high-quality video is needed for broadcast coverage. Headshots, professional photography and renderings are useful for print and digital media coverage. Make sure that you have quality renderings to share.

Submit projects for architecture and design awards

Different award competitions have a variety of categories ranging from contemporary interior design and renovation to best use of color and classic architecture.  Consider submitting to both local and national awards for the best chance at winning. Once you have won, the award should be showcased on your website, newsletter and social media pages.

Participate as a speaker

In many of today’s virtual speaking opportunities or hosted webinars there are opportunities for speaking. These are often sponsored by trade associations and media outlets that cover architecture, real estate and other design-related topics to showcase trends in the industry. Some digital conferences have virtual networking sessions before the event. You can also host your own webinar using services such as GoToWebinar. This platform allows you to choose your webinar topic, select relevant images for the landing page, and do a “practice run” before the live event.

Leverage national, local and trade media

Media relations is crucial to running a design and architecture firm given it provides a solid framework for consistent messaging for your firm overall, and positions your management as leaders in the industry. As a method to providing third-party credibility, it can the firm’s expansion in many ways.

Consider hiring a PR firm that specializes in your industry to get the best media coverage

The Hoyt Organization has more than 25 years of experience supporting architect and design firms with public relations, marketing and digital strategies. To learn more about our services, please visit https://www.hoytorg.com/.

Feel free to use these helpful public relations and marketing tips for your architecture and design firm.

The Hoyt Organization

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

The Five Crises to Watch for in 2021

By Michelle Lyng – Novitas Communications

There are five crises to watch for in 2021. It goes without saying that 2020 was a year we’d all rather forget. While the vaccine proliferation in many parts of the world offers a light at the end of the COVID tunnel, public relations professionals should keep five potential crises to watch in the back of their mind as we work to normalize again.

Vaccine rollout challenges

Government and healthcare clients are going to be under a microscope during the vaccine rollout process. Last year, the federal government, through Operation Warp Speed, worked with industry to obtain vaccine approvals in record time. Now all eyes are going to be on the states and healthcare providers to see that vaccines get into the right arms at the right time.

Not only will the public watch the operational rollout of the vaccines, but communication around the vaccine will be highly scrutinized. There will be an opportunity for brands to either be a hero or a villain in this process. The vaccine rollout is an opportunity to over-communicate around the distribution and the science around the vaccine. 

Greater regulation of all industries

While many in the public relations profession breathed a sigh of relief when President Donald Trump lost his re-election bid, the truth is that he did remove a lot of regulatory burden for companies. With a Democratic trifecta (control of the presidency, the U.S. House, and the U.S. Senate) in the United States and a global lurch to the left, companies can expect greater regulatory burden at a time when they can least afford it as they work to recover from COVID-related economic impacts. To put this in perspective, restaurants likely will not return to pre-COVID revenue for three or four years. 

Companies and industries should prepare to defend their business models among local, state and federal policymakers. For many organizations, effective advocacy can mean the difference between whether they survive or not.

Reopening missteps

A crises to watch is reopening challenges for organizations. There are two sides to this: with the customers they serve, and the employees within their organizations.  In both circumstances, the margin for error is narrow, and the opportunity for backlash is huge

For the most part, employers are going above and beyond to ensure a safe work environment, between work from home policies, makeshift physical barriers in every imaginable area of the office environment, Zoom meetings at desks instead of gatherings around conference room tables, and more. Despite these efforts, there is still the chance of an employee getting sick – or worse yet – an entire team of employees catching COVID. 

The decision to bring employees back to work is one of the most difficult leadership decisions that organizations will make, and leaders want nothing more than to have everything go according to plan.  Despite everyone’s best efforts, there are going to be some bad outcomes during the re-opening process. How organizations handle these crises will signal a great deal about their values and competency. 

Public-facing businesses have the additional challenge of creating a safe customer experience. Like businesses that operate in office environments, these companies are taking heroic measures to create a safe and inviting atmosphere. Nevertheless, companies will make mistakes and a small segment of the population dissatisfied with their customer experience could take advantage of this situation to tarnish the reputation of even the most responsible organizations.  

How companies respond to criticism in the public square about their reopening efforts will either reassure or alienate customers, employees, and other stakeholders. 

Continued misinformation around the science

Do we wear one mask, three masks, or no masks? Does the vaccine cause more harm than good? (It doesn’t – please get vaccinated.) The COVID is a crisis to watch and was born in an era of misinformation, and organizations will continue to face challenges from misinformation throughout the recovery process. Between foreign governments refusing transparency that could have benefitted the global community, to bad actors spreading intentional bad info online, there is a long list of troublemakers willing to create chaos.

Organizations must walk the tightrope of discerning what information sources are credible, and then implementing guidance from those sources. More and more, employees are looking to their workplace leadership to help them discern accurate information. Leaders must step forward and lead. Bad information can cost customers, employees, and, in some cases, it can cost lives.

COVID variants and their impact on normalization

Over the past few months, scientists have discovered several new strains of COVID with some being more contagious and, thus, potentially more deadly than the original. The new strains is the last crises to watch. Was the vaccine that people received effective against this variant? Is a new strain more deadly than others? Is a new variant more contagious than others? 

It can often take weeks or months to determine answers to these questions. In the meantime, other variants emerge while different ones subside. Just as organizations were looking for a return to some semblance of normal, it might be necessary to shift business models and workplace rules again. The necessity of remaining nimble and communicating with stakeholders is critical during times of great upheaval. Unfortunately, some organizations will not be able to sustain themselves through another course of shutdowns.

Despite the unknowns going into 2021 and even during the chaos of 2020, opportunities exist for organizations to shine and, even, thrive.

As brands look to navigate continued choppy waters, there are five things brands can do to effectively handle the upcoming year

  • Be the helper. There’s a Mr. Rogers quote that says something along the lines of during scary times, look for the helpers. There will always be people helping. Adopt that position for your stakeholders and your communities moving forward. If you can’t afford donations, offer manpower, connections, information, whatever resources you have. Not only is it the right thing to do, but the goodwill will pay off in spades.
  • Communicate, communicate, communicate. We cannot emphasize this enough. When brands don’t effectively communicate, it leaves an information vacuum that can be filled by people who don’t have the correct information or intentionally mislead. Leave no room for chaos due to silence.
  • Elevate the good. Everyone is tired of bad news and tumult. Find the beautiful and the good. Tell those stories, inspire your stakeholders, and uplift your communities. 
  • Lead. This may seem obvious, but we’re not talking about de facto leading due to position or rank within a company. Use your platform to support stakeholders in the way they need to be supported. For employees, that may mean taking inventory of mental health and providing resources, for example. Lead through action.
  • Seek to unify. We’re not talking about the Bruce Springsteen-style of unification where he bashes half of the population for months before getting in a Jeep on a country road to ask for unity. It’s time for brands to rise above petty politics and cheap political thrills and unite people around our shared humanity and decency. 

We hope that these five crises to watch can help you better prepare for what is to come.

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

The Hoyt Organization

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

2020 – The Year of Crisis

By Philip Hauserman – The Castle Group

What a year. 

2020 might as well have been “the year of crisis.” Or maybe it was just one big 365-day crisis. It certainly felt like it, as The Castle Group’s crisis communications practice managed more than 100 crises for 57 clients in 19 states and two countries. Crisis communications is needed now more than ever.

As we reflect on 2020, we all spent the better part of nine months and counting making sense of – and living through – a global pandemic, a long overdue national reckoning around racial equity and social justice, and a contentious U.S. presidential election and persistent (daily, if not hourly) attacks on American democracy by a sitting U.S. president. (The latter of which, as of this writing, has led to a horrific assault by a mob of mostly white extremists on the U.S. Capitol, leaving five dead, and served as a painful reminder of how people are treated – or rather mistreated – because of the color of their skin). 

Let’s take look back at the three major areas of crisis that defined the year – along with examples of how these issues impacted, and continue to impact, reputation.

Covid-19

Covid-19 quickly upended our world as we know it. From Asia to Europe to the United States to well, everywhere, the virus became a public health crisis unlike anything in the last 100 years. Shutdown, lockdown, quarantine, and isolation became part of our daily lives. While some organizations acted quickly, implementing strict safety measures and mitigation efforts, others did not, failing to take the situation or the protocols seriously – or just flat out refusing to take the necessary steps to protect anything other than their bottom line.

  • Cambridge, Mass.-based Biogen will forever be synonymous with the phrase “super-spreader,” thanks to an annual meeting in February which researchers believe ultimately led to as many as 300,000 Covid-19 cases worldwide
  • Tyson Foods plant was observed by the local Sheriff as having workers elbow to elbow, largely unmasked and either unaware of or not following proper Covid-19 protocols. Following a short closure, an executive order by President Trump reopened pork facilities, including this one, which recorded more than 1,000 Covid-19 infections among its employees a month later. The lack of initial safety protocols, and the company’s failure to act quickly to protect their workers, will not only hurt the local community, but also tarnish the Tyson brand for years to come. And to add insult to injury, seven plant managers in the same plant were recently terminated for allegedly betting on how many workers would be infected
  • Amazon – which all of us have come to rely on from home to serve our every need during the pandemic – wasn’t without its own failings. A leaked memo revealed that Amazon planned to discredit a warehouse worker who was fired after protesting coronavirus working conditions. Soon after, Vice published the leaked memo, which laid out the Amazon’s PR team plans to discredit the worker. Not exactly what you want Prime to do for you.  
  • The Centers for Disease Control and Prevention, long the authoritative agency on public health in the United States, found itself in unfamiliar territory as a result of what some have perceived as a fragmented and sometimes inconsistent response to the virus, particularly given reports of political interference in science and in the interpretation of that science for the general public. The image of the very reputable and buttoned-up CDC has certainly taken a hit, and it will take time for the public to rebuild its full trust in the agency and the information it disseminates. And this is coming from a native Atlantan who has always been proud that the CDC is less than two miles from his doorstep.  
  • Higher education experienced its own set of crises due to Covid-19 – with numerous colleges and universities initially postponing … then cancelling … and then welcoming students back for virtual-only instruction or in a limited capacity for face-to-face. This cycle played out during the Spring semester and then again in the Fall, creating nightmarish financial, logistical, medical, and crisis communications challenges every step of the way (with severely understaffed and overtired communications teams). Tuition lawsuits were filed (and continue to be filed), claiming that tuition fees aren’t representative of the quality of education or experience students paid for, adding to the mounting financial pressures colleges and universities are facing during the pandemic. On campus, student behaviors and testing strategies have been erratic, students have been blamed for outbreaks, and faculty and staff are understandably scared and upset, with many feeling as though their health and safety have been completely ignored.
  • And throughout the pandemic, major college football persisted, showcasing what many have said all along – that the NCAA and big-time college athletics exploit student-athletes for monetary gain (or to prevent monetary ruin). In this case, one could argue, it was college athletics potentially at the expense of lives – student-athletes, coaches and trainers, officials, stadium workers, and all those who they come in contact with, including members of the community. Was it really worth it? Crisis communications would be helpful in this situation.

Racial Equity and Social Justice

In the midst of the coronavirus pandemic, the brutal murders of George Floyd, Breonna Taylor, Ahmaud Arbery, and Rayshard Brooks, and the sustained violence against Black Americans sparked nationwide protests and brought demands for racial equity to the forefront of the national conversation. Organizations everywhere were forced to finally – and very publicly – look inward, ask questions, and confront cultures and systems that propagated discrimination and historical oppression of Black people and other people of color – and they had to do so in significant and meaningful ways.

  • Major corporations – from Target to Nike to Disney – quickly jumped to condemn racism, hate speech and violence, pledging millions to social justice initiatives and committing to changing their own internal policies and procedures. Yet some organizations were met with public criticism and backlash to statements and pledges of support, most notably the National Football League for its years-long mismanagement of Colin Kaepernick’s decision to kneel during the national anthem to bring attention to racial injustice. The NFL’s stance has evolved, but it has taken far too long for the league to publicly condemn racism and apologize for its past handling of the matter.  When Commissioner Roger Goodell finally did – on June 5, 2020 – the apology was perceived by some as insincere and lacking in action, particularly given how poorly the league, and NFL owners, treated Mr. Kaepernick, who has not played a game since 2014 and essentially became a pariah. Words are a start, but action is what is required. Only time will tell if commitments to change and company actions – DEI training, diversification of the workforce and leadership, and philanthropy, to name a few – endure beyond a social media post or CEO letter. Companies must continue to engage – authentically, consistently, compassionately, and directly – with the issue, employees and leadership, and customers. 
  • Similarly, independent and private schools – and to some extent colleges and universities – faced a reckoning of their own, as students and alumni across the country, emboldened by the power of social media, recounted experiences of racism and discrimination on Instagram pages using the hashtag “Black at” with the school name. School presidents and administrators struggled to respond, as the student and alumni experiences generally spanned decades and underscored a pervasive culture that treated Black students and students of color differently than their white counterparts. Community letters and social media posts condemning racism and extoling school values only made matters worse, with many schools having to apologize for initial apologies that lacked concrete actions and accountability measures: what changes will be made to create and maintain an anti-racist culture, how those changes will be made, and how and who will be held accountable for making sure those changes are implemented in a timely manner. 
  • While most of the world was trying to make sense of and come to terms with historical racism, one of the most influential industries in the world – social media – did not take meaningful action. Facebook, Twitter and YouTube condemned racism and violence – but they failed to curtail or thwart how their platforms are used to disseminate misinformation and hate speech. In the absence of substantive action from Facebook on this point, advertisers – including Microsoft, Starbucks, Target and Unilever, among others – pulled advertisements from the platform and many other brands decided to boycott or sharply reduce spending. While the action didn’t necessarily hurt Facebook’s revenues, it did cause a reputational nightmare that the company is still trying to wake up from. The company needed some crisis communications help.
crisis communications

Presidential Election and Politics

U.S. President Donald Trump is one of the most polarizing, narcissistic political figures in history, and his imprint and influence will unfortunately be felt for generations to come. Support and/or affiliation with President Trump and his administration’s relentless promotion of falsehoods and misinformation – particularly during this past election cycle – came at a cost for many leaders and their companies.

  • In July, Goya Foods CEO Robert Unanue said that Americans are “[…] truly blessed to have a leader like President Trump, who is a builder” and someone under whom the U.S. can “continue to prosper and grow” following the president’s executive order to improve Hispanic Americans’ access to educational and economic opportunities. Mr. Unanue’s remarks, which were intended to celebrate the order, instead led to an almost immediate backlash from the Latin American community and Goya consumers due to President Trump’s rhetoric and immigration policies. The largest Hispanic-owned food company found itself at the center of a social media firestorm, and the hashtags #BoycottGoya and #Goyaway were trending within hours. Politicians, public figures, and celebrities joined in the effort as well, creating a chorus of negativity around a brand previously beloved by so many. 
  • Just a few months later, home improvements retailer Home Depot found itself in a similar position following Founder Bernie Marcus’ OpEd on Fox News in support of the reelection of President Trump. Although Mr. Marcus retired in 2002 and the company says it doesn’t endorse presidential candidates, the damage was done, with #boycotthomedepot hashtags trending and Lowe’s invariably picking up more business, even for a short time. 
  • Sleeping apparel retailer MyPillow CEO Mike Lindell’s vocal and in-person support for President Trump has always raised eyebrows, but his claims of election fraud and monetary backing of the defense of Kenosha, Wisconsin, shooter Kyle Rittenhouse substantially elevated his profile – and renewed calls for a boycott of his company. More recently, even in light of the January 6, 2021, assault on the Capitol, he’s doubled down on his belief in election fraud and support for President Trump, reportedly offering a discount code, #FightForTrump, to his customers. Yes, the #boycottmypillow hashtag has returned – and now there is a #boycottmypillowadvertisers hashtag as well. That can’t be good for business.
  • Seemingly more innocent (or so they thought), The Gap tried to bridge the political divide in the country with a half-blue, half-red sweatshirt and a “The one thing we know, is that together, we can move forward together” advertising campaign the day after the election (the results of which were still unknown at the time). It didn’t work. The clothing brand quickly learned that it was not wise to try to use a chaotic and unsettling election as a marketing opportunity, and customers voiced their displeasure. The post was taken down within an hour. Yes, customers and employees want companies to take a stance on issues – particularly ones that align with their mission and values – but trying to take the middle road on a contentious election is clearly not a good strategy.

If there is any silver lining for companies and individuals that made missteps in 2020, it may be this: people generally have short memories, and most (me included) can’t remember half of what occurred in the last 12 months. But the Internet lives forever. And looking ahead to 2021 and beyond, consumers will be less passive in their purchases – and more passionate about buying from or working with companies that stand for more than just commerce.

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

The Hoyt Organization

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

How PR Will Absorb the Social Sphere in the 2020s

By Natalie Ghidotti – Ghidotti 

Let this sink in for a moment. Facebook launched in 2004. Twitter became a word in 2006. Instagram? 2010. In roughly the time it takes to conceive a child and see them get a drivers’ license, the innovation of social media disrupted, overwhelmed, inspired and challenged public relations professionals around the world. Both as individuals and an industry as a whole, we’ve had to completely rethink communications and our role serving clients in that new social sphere.

social sphere

Social media and how we use it have come a long way. Just look at Facebook’s path from Ivy League university students to the ability to claim 2.7-billion monthly active users. That disruption and tidal wave of innovation is far from over, though. In so many ways, it has really only just begun and both public relations and digital marketing professionals are at the forefront. And now that we’ve finally closed the door on the dumpster fire that was 2020, the question remains as to how public relations will absorb the social sphere for the rest of this decade.

Rethinking How Companies Engage on Social Media

Some brands today make absolute magic on social media. That’s true for both global companies and incredibly clever small businesses. Most of them didn’t start that way and they won’t continue to thrive by repeating yesterday’s magic tomorrow.

Public relations practitioners need to constantly rethink how companies engage on social media. Influencer strategy offers a great example. It went from a polite ask for product or brand posts to the exchange of goods to high dollar contracts and legally required disclaimers today. That’s not the end of the journey, either. The goal of social media today revolves less around “followers” as it does “conversations” and for better or worse, several high profile examples in recent years have shown how a significant volume of low-profile chatter marshalled for a specific purpose can change minds, shape behaviors and engage millions of people in ways that would have been nearly impossible just a few decades ago.

Those in public relations are learning from that will explore new ways to leverage similar strategies for the brands they represent in the decade ahead.

Filling the Vacuums Left Behind by Traditional Media

Depending on who you speak with, the digital transformation of the news industry has been either kind or exceptionally cruel. While it is easier than ever before for small, agile teams of journalists to produce exceptionally high quality reporting across multiple channels, the transition continues to wreak havoc on traditional journalism business models.

As some news outlets innovate to thrive and new, digital only news platforms rocket to prominence, we see too many others dwindle and fold. Even if a company has an incredibly compelling story, it’s not uncommon to realize that there are no longer journalists or news outlets in their market telling those kinds of stories.

Enter the public relations and content marketing professional. Instead of relying on earned media alone for exposure, communications professionals increasingly leverage the evolving power of owned media. As we move through this current digital transformation, we’ll see more companies and industries creating their own branded digital publications to highlight the kind of stories they want to tell and leveraging social media as a primary channel to share that information.

Meeting Expectations for More Sophisticated Social Media Content

Yes, a low quality smartphone video of someone’s cat acting like a… well, cat, will always possess some power over social media users. However, the growing sophistication of those users, brands and social media platforms, as well as the increasingly low level of entry for high quality digital content production, will consistently raise user expectations for the quality of the content they consume. As those social media users gravitate to higher quality content, public relations and content marketing practitioners are best suited to engineer the kinds of content they want. Many agencies already have some internal content production capacity and we’ll see that grow over the next decade, both in quality and value.

User Migrations to New Social Media Platforms

The Facebook or Twitter of tomorrow does not exist today. Public relations professionals are always on the lookout for the next best thing so they can help their companies ride that initial wave of popularity from the start. Guessing which new platforms have staying power and which ones will die on the vine continues to be the challenge, though. Still, there’s no denying that we’ve seen massive migrations away from traditional platforms like Facebook and Twitter to new platforms like Snapchat, TikTok and… enter your favorite new social media experiment here. Those migrating users also tend to be the younger, affluent and leading edge customers clients want to reach. We’re less than two decades into the social sphere generation and we can expect several other big waves of migration in the decade ahead.

Still Hedging Our Bets When it Comes to Social Media

Those who refuse to innovate and adapt to the new trends we see developing in social media communications will eventually fade away. That doesn’t mean social media will be the only game in town a decade from now. In fact, with renewed talk of regulation and legislative action to clamp down on the free reign that allowed Facebook and other social media platforms to soar, anyone who bets solely on social sphere going forward will most likely lose out.

As we continue to experiment and expand our social media practices, every public relations practitioner must continue to practice the fine art of not allowing themselves to get too distracted from the core principles of their business. Social media should remain part of an integrated communications strategy that incorporates media relations, community engagement, content marketing and more to ensure that we retain the skillsets necessary to help us and the organizations we work with weather every communications storm ahead. 

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

The Hoyt Organization

Companies Should Invest into PR & Digital in 2021 and Beyond

By C.L. Conroy – The Conroy Martinez Group

As we look forward to this new year of 2021, what do companies need to do to move their brand forward and increase the bottom line.

As members of the Public Relations Global Network (PRGN), we are all given this challenge by our clients regularly. Of course, the world is in a different place globally than we were in years past.

Now more than ever, reaching your target market on a consistent basis and cutting through the clutter to get their attention becomes paramount. There is an increased reliance on the internet, for sure, since many people remain working from home, minus the interactions or distractions of their co-workers in an office setting. They are reading even more on their phones and tablets, and they are working more hours as work time and down time blur. How can companies capitalize on this audience shift?

Companies can thrive by using the more powerful tools you have — Public Relations and Digital.
Listen to the needs of your target audience. Tell them how you can help.

Telling your story through PR and Digital media directly to your target audience is the most powerful strategy companies have. When companies are consistently communicating their story through the press, combined with featuring their stories as content on social media, there is an explosion of viewers that see your news.

For example, we represented a trade and logistics company that imported and exported luxury goods. When the pandemic broke and they realized there was a shortage of personal protection equipment (PPE) such as masks, face shields and gloves for both people and healthcare staff on this side of the Atlantic, they quickly pivoted to importing the equipment from Europe and Asia and exporting to Canada and Latin America, filling an urgent need. When their story was told in a trade publication, it was posted on their social media platforms and they received calls from all over North America. By both PR and social media working together, it amplified their story and increased their business.

CSR Campaigns

Based on events of the past year, this public relations tactic becomes more important than ever to show your company cares about the community you serve through a CSR – Corporate Social Responsibility – campaign. This should have both a meaningful impact on the communities you reach and uphold the corporate mission. By aligning your brand with a cause or campaign, your company builds credibility and gets you into the headlines for the right reasons.

For example, a Foundation client recently wanted to ensure that the state of Florida could have as many of its population fill out the Census as possible. The Census provides federal funding for roads, education and healthcare, to name a few benefits, based on how many people live in the state. We created a CSR campaign with them, partnering with eight philanthropic and non-profit organizations around the state. We conducted an intensive Public Relations and Digital advertising campaign to reach the hard-to-reach population, securing Op Eds, Letters to the Editor, TV, radio and online interviews. The result was an increase of 200,000 more people who filled out the Census than in 2010; an increased awareness of the Foundations; and positioning of the leadership as thought leaders on this issue.

Get Creative, Try New Things and Invest into PR

While you want to keep the communications techniques that you know work for your company, get creative and try new things as well. Have you tried interactive campaigns or is your company using as much video as you can to help tell your story? Are you using the best and latest social platforms? Have you started a podcast that is interesting and entertaining? Embrace creative communications solutions to keep your existing audience and reach a newer one.

For example, we were launching a new app – for people to have packages of any size delivered while communicating directly with the driver – and needed to recruit drivers. In addition to reaching them through geotargeting digital advertising, we also hosted a breakfast in one of the key cities in partnership with a chamber of commerce to which drivers were invited to come by and get coffee and pastries to go. We took photos and posted on their social media platforms that this breakfast was going on and invited media to cover this new app launch, which they did. The result was a spike in driver recruitment from the social, digital and PR program.

In Summary

Invest into PR and digital. Why invest in PR and Digital in 2021 and beyond? Integrated campaigns using both PR and Digital are game changing for brands, especially looking forward to another challenging year. Companies that use an experienced PR firm will know how to maximize their budgets and create the most impact. Companies that market into challenging times are proven to be the ones that rebound the quickest. While many industries remain uncertain, find a way to expand your communications budget to give you the edge over your competition. Invest well in your PR and Digital strategy and implementation and your companies will see and feel the results of their marketing dollars.

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

The Hoyt Organization

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

Social Media Series: How to Leverage Your Twitter Business Account

Are you feeling frustrated or uninspired with your organization’s activity on Twitter? This fast-paced, ever-changing platform can be tough to get the hang of, but by elevating your strategy, Twitter presence can be a key element in social media success.

Last year, Twitter.com ranked as the 7th most visited website in the world with 145 million monetizable daily active users. This number continues to grow as users turn to Twitter for information and discourse on current events like the United States political climate and updates on COVID-19. While sometimes it can feel like you’re shouting into the void, it’s essential to have quality and consistent content on your organization’s Twitter for potential customers to discover.

1. Engage with Your Audience (And Industry!)

Twitter is a great place to interact with your customers and organically start word-of-mouth conversations. What makes this platform special is that it has the most direct opportunity for dialogue between not only brands and customers, but all of the other players in a media cycle.

On LinkedIn and Facebook, your ability to interact with others through a brand channel is limited, whereas on Twitter you can engage directly, even replying back and forth with those who tag you or reach out to your organization. Whether it be answering questions, replying to concerns, or getting feedback on new products or initiatives, Twitter can help you start and continue that dialogue.

You’ll also find that all of the relevant industry voices, from competitors to journalists to thought leaders are on Twitter. This is the place to see what those in your industry are tweeting about and get a real-time snapshot of what is trending. You can even build relationships with journalists in your field and retweet relevant articles to share your organization’s opinions and industry knowledge. Above all, when you focus on being present and active in conversations where you can demonstrate your expertise, an improvement in your brand reputation and awareness will follow.

Twitter Business Account

2. Make Use of Twitter Tools and Tactics

There are several strategies and tools that are unique to Twitter. Twitter lists are a great social listening tool to make sure your business is in the know about what is changing in your industry. Each user can now create up to 1,000 Twitter lists, although you’ll want to limit yourself to a few key groups.

You can use lists to keep tabs on what your competitors are talking about. This may help monitor what is working and not working on those profiles, giving you a leg up in terms of strategy. The great thing is you can choose whether to make your list public or private. It may also be valuable to create lists of industry leaders, bloggers, and even loyal customers. This way you can foster those relationships by engaging with these key audiences consistently through retweets and mentions.

Many brands add value to customer relationships by hosting their own monthly Twitter chats. This is a fantastic way to interact with your audience and ask them questions about your brand or industry. Once you establish a date, time, and original hashtag for audiences to use, you’ll be ready to have more meaningful conversations with your Twitter business account.

Twitter Business Account

3. Optimize Your Content

To get the most of your 280-character limit, create multimedia tweets to differentiate your business from others. Tweets with images get 150% more retweets, so keep your content fresh with images and videos. Do your best to avoid the overused format of “text, CTA, link” by playing around with GIFs, emojis and original visual content.

Hashtags are an easy way to spread your content on any platform, but on your Twitter business account, you want to be careful about how many you use. Stick with one or two relevant hashtags per tweet so your posts don’t come across in a way that seems like spam or clickbait. Make use of hashtag research strategies and Twitter lists to see which hashtags your audience is already using and adopt them yourself to get more eyes on your content.

Lastly, don’t be afraid to up the frequency of your tweets. 92% of companies tweet more than once a day, 42% tweet one-to-five times a day, and 19% tweet six-to-10 times a day. Of course, avoid clogging your followers’ feeds with unnecessary content, but unlike other platforms, two to three tweets per day is not a crime. Experiment with time and you might find that a tweet in the morning, one at lunchtime, and another in the evening is quite effective.

Twitter Business Account

4. Monitor and Measure Results

Social listening on your Twitter business account can allow you to continuously shift your strategy to create the type of content your followers actually want by measuring results with the Twitter analytics menu. A general tip for Twitter is to focus less on vanity metrics, like impressions or follower count, and instead monitor the CTR on links and how many users are engaging with you out of your total audience number. This, again, will give you a better picture of which content is most popular with your audience.

As mentioned in our previous post, when using Twitter for business, setting up tools like Planoly that allow you to schedule your posts ahead of time is incredibly valuable. Especially if your organization is making full use of Twitter by posting several times a day.

Twitter Business Account

We hope these tips help you improve and make the best use of your Twitter business account. If you would like to learn more ways to reach your customers through Twitter, feel free to send us a message.

Check out the previous post in this series, How to Leverage Your Instagram Business Account, to make sure you’re developing a well-rounded social media presence!

Stay tuned for the next blog post in our social media series where we’ll discuss leveraging your organization’s Facebook account.

The Hoyt Organization

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

Season of Gratitude: What the THO Team is Grateful for This Holiday Season

As the end of the year approaches, we all begin to think about what is most important. We asked The Hoyt Organization team to share what they are most grateful for this holiday season.

“I am truly grateful for family… silly. Weird. Crazy. But they all belong to me.” -Leeza Hoyt

“I’m grateful for the 30+ years of Thanksgiving memories from two people who never let their children know how damn hard it was for a postal worker and part-time secretary to provide a home, food on the table and a college education. This year is filled with reminders of how many of us aren’t that lucky. Hopefully, the afterlife has WiFi so I can thank them now.” -Kent Barrett

“I am grateful for my rescue dog, Ruthie. She has been the highlight of 2020 for our family.” -Anne Milo Shanahan

“I am thankful for my precious dog, Foxy Mama. I am blessed to have a healthy and happy dog who loves me.” -Cinnamon Thompson

“I am thankful for the beach. I love riding my bike and taking walks along the coast to clear my mind!” -Kate Artmann

“I am grateful to my family for their endless love and support, even from across the country. I never take our video chats, laughs, and time together for granted.” -Carly Aronson

“I’m thankful for my son and all the adventures I’ve been able to take with him.  It’s been a blast being able to see the world again through a child’s eyes.” -Amy Mosher

The Hoyt Organization

2021 Predictions: The Future of Public Relations

The first public relations department was created in 1889 when industrialist George Westinghouse wanted to get coverage for one of his electricity projects. While most agree that public relations as a paid profession began in the early 1900s, there is no doubt that it is vastly different today, and it will continue to evolve, as we move forward.  So, what will PR look like in 2021? There are a number of things we can expect. Here’s a peek about the 2021 future of public relations.

PR professionals will continue to learn how to work in a pandemic

As a result, we expect to see a blend of an in-office and mobile workforce. Maintaining company culture will rely on daily or weekly video calls with staff and socially distancing in person events. Our own team meets every morning on Zoom to go over deliverables for each client. Those who thrive will remember to inject a bit of fun into the day. For example, we connect digitally by playing virtual games and by attending online conferences related to the PR industry. Thus, identifying new ways to communicate with your team will continue.

The communication sphere will continue to blur

The divide between marketing, public relations, social media and other elements will blend into a wide variety of mediums. These industries have always worked closely together to meet business goals but the division between them is narrowing – and in many cases disappearing.  At our company, it is common to be hired for a media relations program which includes social media or digital elements as part of the campaign. The omni-channel design is a one-trick pony and most companies want more.

Environmental, social and corporate governance (ESG) practices will continue

Social justice, ethical management and environmental protection have become key factors in appealing to consumers, most importantly millennials. According to Morgan Stanley, 86 percent of millennials are interested in sustainable investing, meaning strong ESG efforts can help build your brand toward that desired target audience. Companies should share their sustainability strategies throughout targeted marketing materials or by showcasing improvements in employee diversity, labor conditions and charitable work.

Technology will continue to evolve

As augmented reality (AR) and virtual reality (VR) become more common and less expensive technology adoption and use will increase. AR experiences like Snapchat and VR devices such as Google Cardboard are becoming increasingly popular technologies that we use to support our clients. Try using AR technology to showcase your new product and then share a blog or a video about the activity on your website.

future of public relations

Data will continue to be a huge driver in communications

Data is collected in a myriad of ways, ranging from content shared on Twitter to a completed survey on a recorded call. Today, agencies have at their fingertips data on everything from who is visiting their website, to specific demographics that can be reached on a variety of social channels. As a result, we have the ability to create very targeted, trackable programs more than ever before. This means adjustments can often be made in real time which leads to the right results faster.

Let’s hope 2021 shapes up to be a much better year than 2020. And remember, feel free to keep our forecast of future of public relations in mind when you are planning your next PR plan. Or, call us. We’ll take care of it for you.

The Hoyt Organization

Tips for Keeping Your Staff Engaged: The Importance of Professional Development Workshops

With many employees working remote – even if some people choose to come in the office – how do we encourage staff engagement and show that we’re supporting their professional advancement? Here at The Hoyt Organization, we developed a three-part workshop dedicated to exploring professional goals and creating positive synergy for the entire THO team. 

We began by hiring a professional corporate trainer who has worked with over 1,000 people over the past 17 years helping to make employees better equipped to succeed not only in the day-to-day functions of their jobs, but in life as well.  Our trainer led each of our three sessions that were designed to inspire employees to set goals for their professional ambitions as well as provide each employee a road map aimed at showing them the way. Each session included tips on how to select the right tools to achieving one’s goals and living a life of purpose. These workshops were held in the office with participants wearing masks and social distancing. A delicious lunch was delivered midway through each session creating an opportunity for connection, team bonding and laughter through this shared experience. 

Workshop 1: Goals vs. Reality  

Happiness is something everyone should attain. THO used a pie chart to score our level of contentment in several categories including career, friendship, romance and finances. Once problematic areas of our lives were recognized, we listed our five-year goals in order of priority and shared the information with the team. We also documented ways in which we could help improve teamwork.

Professional Development Workshops
Dedree Hoyt holds a personal vision board at THO’s 2020 Professional Development Workshop.

Workshop 2: Go Big and Go Hunting

Team building can help employees feel more comfortable and can lead to more effective communication. In this session, THO participated in a scavenger hunt to find popsicle sticks hidden around the office. We were challenged to work as a team to decode the clues concealed in each riddle. With this exercise, we witnessed how each worker approaches a task and how they work with a group.

In addition to the scavenger hunt, we sat down to create professional vision boards that are intended to represent aspirations for a purposeful life.

Tips for Keeping Your Staff Engaged
Kate Artmann (left), Carly Aronson (center) and Amy Mosher (right) create professional vision boards.

Workshop 3: The Cost of Success

The journey to success may not be easy but with resilience and hard work, anyone can achieve their dreams. For the last session, we measured our goals and discovered ways in which we can accomplish them. Each person had a chance to explain his or her vision boards from the previous session.

The Hoyt Organization

Why Construction Companies Need Public Relations

Why do construction companies need public relations? With so many construction companies out there, you have to find a way to make your company stand out. You want your company to be the first thing that comes to people’s minds when they hear the word “construction.” That’s why it’s important to use public relations strategies to raise brand awareness. According to Taboola, brand awareness is “the very first step in the marketing funnel, and a crucial foundation to eventually acquire customers.” This will lead people to hire your company.

Brand Awareness

In order to raise brand awareness, The Hoyt Organization (THO) has created and distributed press releases announcing key events, company growth and employee movements. As a result, THO has secured media coverage in top trade media outlets, such as National Real Estate Investor, Real Estate Bisnow, California Builder & Engineer and Multi-Housing News. By securing placements in key publications, you can raise awareness about your brand and stand out from competitors.

Not only do you want people to recognize your company name, but you also want them to think about your company in a positive way. In a CMS Wire article, CORT Marketing Analyst Jake Taylor claims, “Brand awareness goes hand in hand with brand reputation — it doesn’t help if people know who you are for the wrong reasons.”

By developing a strong media relations program, you can build a positive brand. This entails positioning your company as a premier construction firm and raising the visibility of your company’s key leaders. THO has secured high-level thought leadership editorial opportunities for construction companies through strategic pitching in order to help build their reputation.

Social Media

In addition to engaging in media relations, you should establish a social media presence, as more than one in three online users go to social media when searching for information about a brand or product. You can share content about your company, participate in relevant discussions, and interact with prospective clients. THO has successfully increased the online presence of construction companies and expanded their reach through social media. By playing an active role on social media, you can raise awareness about your brand and create a positive brand image.

It is crucial that you build a positive brand before a public relations crisis occurs so that you are able to maintain your reputation. As stated in a previous blog post, crises happen during the lifetime of every organization. For this reason, it is important to be proactive and build a positive brand to ensure that a public relations crisis does not damage your reputation.

All in all, construction companies need public relations to increase their visibility and stand out from the competition. If you are interested in expanding your reach, feel free to send us a message. We are happy to help build your image and grow your company.

The Hoyt Organization

Social Media Series: How to Leverage Your Instagram Business Account

With social networks continuing to change the way people act and make decisions, business leaders need to determine how best to connect with their customers and shape their perceptions. Hootsuite claims, “If you’re not taking advantage of social, you’re missing out on a fast, inexpensive, and effective way to reach almost half the world’s population.” In this blog post, we will be sharing ways to leverage your Instagram business account to not only raise brand awareness but also increase engagement.

1. Optimize Your Bio

Your bio is one of the first things users see on your page. It is a snapshot that relays the most important information someone should know about you. It sets the brands tone by quickly highlighting who you are, what you do and how to get in touch with you. Strategic marketers may even include a call-to-action (CTA) to entice followers to focus their attention on the next action you want them to take. This CTA is generally a “link in bio” which is a clickable URL that your visitors will use to visit what is your most important online space. This could be your website, a product page, your blog post or podcast. By using a service like Linktree, you can put a URL in your bio so users can access relevant links. The Hoyt Organization, for example, uses Linktree to include links to agency blog posts. Crafting an Instagram bio may sound tedious, but it is crucial for establishing your brand presence.

2. Post Regularly

To keep your followers engaged, you should create a social media schedule.  Determining your social media schedule is critical for strategically planning the content you’ll create and share.  Whether that means you post once, twice, or even three times a week, you should be consistent. This will help your followers learn when to expect fresh content. The Hoyt Organization sticks to a regular posting schedule by highlighting an agency blog post every Wednesday. That way, The Hoyt Organization’s followers know when to expect a new blog post in their feed. If you only have time to post once a week, that is perfectly acceptable. Just make sure your post brings value to your followers and keeps them coming back to your page for more.

3. Share Quality Content

Posting quality content is equally as important as posting on a regular basis. You have to create posts that resonate with your target audience, as this will ensure that they interact with your content. For this reason, you should keep your target audience in mind when crafting posts. You should also create a visual aesthetic for your page with consistent colors and filters so that followers will recognize your brand. Tools like Planoly allow you to engage in “aesthetic planning,” which involves uploading photos and videos to see how they look in a particular order before actually posting them. You can learn more about what Planoly has to offer by reading our blog post,The Next “It” Tool: Planoly.

We hope these tips help you leverage your Instagram business account. If you would like to learn more ways to reach your customers through Instagram, feel free to send us a message.

Stay tuned for our next blog post on how to leverage your Twitter account.

The Hoyt Organization

Five Tips for Healthcare Public Relations Success

Competition for space in the healthcare sector – like many other markets – can be fierce. For those looking to expand their public relations efforts in this market, the key to building successful campaigns means keeping up with the best PR practices as well as tailoring strategies and tactics to fit each clients’ unique needs. Paying attention to the basics will ensure success and keep the program on track.

Here are our five tips you can use to generate awareness and build lasting relationships in the healthcare industry.

1. Know the Facts

When practicing public relations, it is essential to understand the industry that your client serves. As demonstrated by the arrival of COVID-19 in the healthcare market, it is a rapidly growing and often complicated field. As a result, its critical for a PR agency that serves healthcare clients to be aware of the regulations that affect the delivery and administration of healthcare as well as the impact that they will have on their clients.

How can this be accomplished? Clearly, there is an increasing demand for communications professionals to possess a greater understanding of industry trendsReading industry trade journals, blogs, and newsletters will keep the team current, and may even lead to additional opportunities for the client. A comprehensive understanding of the industry will help you produce effective messaging for each organization.

2. Keep it Simple

In many cases, the topics that healthcare industries address can be extremely complex. Ideally, creating a strong foundation of industry knowledge will allow you to avoid jargon and be as clear as possible in your messaging. When addressing the public, avoid using phrases that are extremely technical. It is vital to develop messaging that the everyday person can understand.

PR professionals in the healthcare industry should be prepared with supplementary information and additional communication resources to support messaging in alternative ways. Consider providing an infographic with a news release. Even though editors and reporters prefer a concise pitch, if you pique their interest, it is valuable to have backup data, photos and fact sheets already on hand.

3. Know Your Audience

It may seem like a no-brainer, but it is especially important in healthcare communication to take the time to understand not only your client’s target audience, but also each media outlet.

Understand the outlet’s tone, stance and audience before reaching out. Place the most relevant and important information at the top of your media materials, and make it easy to find essential information first.  

4. Make it Timely

In a healthcare industry that is rapidly evolving, especially in the current climate, PR professionals must ensure that their message is relevant and newsworthy. If your pitch isn’t an announcement about something recent that is impacting the current news cycle, then find a way to tie your message to an industry trend or current event. You can take this a step further by localizing your message in the region that will be impacted the most by your information.

Remember, an audience is much more receptive to a health-related story when they understand how it affects their daily lives. Even if a topic is trending nationally, or today even globally, it will make the greatest impact when connected to your audience on a local level. You can increase your impact by emphasizing emotional connections that show how your services have helped someone in a real way. Especially now, we can form meaningful connections with an audience and increase the effectiveness of a pitch by sharing compelling stories about a specific patient or family.

5. Make Use of Social Media

Social media looks different in healthcare PR than in more traditional consumer markets. Build a following through thought leadership, combined with authentic and consistent engagement with your audience, on social media platforms to expand your reach effectively.

Use social media as an opportunity to engage with the public, provide health information in a creative way and increase awareness of news and industry discoveries. As a tactic, social media allows healthcare organizations to strengthen key relationships by responding to patients publicly, highlighting programs and essential personnel in a positive manner, and position the entity as a part of their community.

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

The Hoyt Organization

How to Create a Winning Real Estate Public Relations Strategy

Designing a public relations real estate campaign takes careful evaluation, strategic messaging and clear-cut path that will lead to success. When this is paired with management support, strong spokespersons and carefully crafted information, it will be a successful campaign.

The secret? – having a winning real estate public relations strategy will enable you to reach your long-term goals. No doubt that effectively planning that strategy will get the best results.

Here’s How It’s Done

Every strategic public relations plan requires identifying goals and objectives. You need to know what you are trying to accomplish before you start creating PR and marketing materials. For instance, if you have a newly renovated office building your goal may center on increasing awareness of the upgraded space to attract your new tenants. This can be showcased in social media or funneled into your media relations program. Public relations itself is designed to lead to stronger relationships between a client and its target audience.

Do you know who your target audience is and what its interests are?

Do you know how to reach your audience effectively?

Let’s say you own several studio apartments in downtown Los Angeles. College students looking to save money or commute time might be interested in renting your space, and a social media campaign could be a good way to reach them. And if you understand the interests of your target audience, it is easier to craft key messages to gain their interest.

Key Messages and Effective PR Tactics

Your key messages should inform your target audience about your company. For example, key messages for a commercial broker association might be to include the year the organization was founded, the number of current members and the locations it serves.

Employing effective tactics, the tools of the plan, are crucial to implementing any strategy. Tactics can include branded collateral materials, pinpoint or broad-based marketing, targeted social media, results-oriented media relations, company branded e-newsletters and complementary advertising. Make sure your tactics work with the company’s brand. For example, a realistic tactic for a construction company could involve pitching a press release to trade publications covering the real estate industry rather than sending the document to a broad list of business media outlets.

An Integrated Public Relations Approach With THO

In today’s digital age, there are a variety of tools you can utilize when deciding on a public relations strategy that you can leverage for a PR plan. The key to a successful program is identifying what the strategy should be then following up with strong tactics that are implemented to reach the right audience in the right way. 

Still not sure what your next step is? Call us today @ 310-373-0103 or connect with us to discuss your public relations needs. We can craft a winning real estate public relations program just for you.

The Hoyt Organization

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:

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