Category: Public Relations

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

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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

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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

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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

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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

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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

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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

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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

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Expanding One of the Nation’s Top Four Residential Brokerage Firms into the West

From “For Sale” signs across NYC’s Upper Eastside to celebrity agents on TV’s famed “Million Dollar Listing,” the Douglas Elliman (DE) name is linked to highly sought-after agents and extremely coveted listings. Synonymous with real estate dominance on the East Coast, the residential brokerage firm wanted to head west and do the same. The firm tapped THO to join the team because of our deep experience in real estate public relations and make this happen.

The Challenge

THO needed to leverage Douglas Elliman’s East Coast reputation to firmly establish, and quickly grow, roots in the West. The goal: expand its reputation and recruit and retain the top agents in both Colorado and California to bring listings and clients to their roster.

The Solution

Attracting and retaining top talent in the industry became the primary focus of the THO-constructed public relations program. The plan was designed to elevate the brand using success stories, agent profiles, and firm-differentiating highlights, making it ‘the place to be’ for successful, results-driven agents.  

THO implemented a multi-pronged approach focusing on People, Property & Platform using the following strategies:   

  • Promote existing, significantly outstanding listings with historical, architectural, or celebrity notoriety;
  • Leverage senior level market expertise to establish DE executives as credible, knowledgeable and seasoned real estate experts;
  • Focus on highlighting the firm’s core value propositions, directly connecting the firm to agents possibly seeking a new home; and
  • Maximize community engagement at high-profile events like Jazz Aspen Snowmass, Evening on the Beach and other Elliman Arts initiatives to accentuate their community involvement.

Results

THO’s initial launch into the market resulted in more than 400 million impressions for Douglas Elliman in nationally prominent outlets such as The Wall St. Journal, The Hollywood Reporter, Forbes, Bloomberg Pursuits, Architectural Digest and more. This program solidified the firm’s reputation as one of the top brokerage firms in both local and national markets.

THO secured profiles and interviews which allowed Douglas Elliman agents to speak to both their actual listings, and their expertise in key neighborhoods. Beyond agent interviews and specific listings, THO promoted numerous notable properties and high-dollar Douglas Elliman transactions, one of which was the sale of a $90 million Holmby Hills estate, the second highest residential sale in LA at the time. THO also garnered significant coverage surrounding Douglas Elliman’s quarterly market reports for the Los Angeles and Aspen regions, guaranteeing the brokerage’s role as a top industry resource.

Takeaways

In well-established markets where numerous brokerages are entrenched in a high-stakes real estate scene, a newcomer could get lost in the shuffle. These few, but important steps can help ensure success:

  1. Develop a brand’s unified voice
  2. Engage and support internal and external company stakeholders
  3. Establish consistent methods for sharing market knowledge and expertise

The Hoyt Organization

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Public Relations Firms Specializing in Real Estate

Working in the public relations industry presents numerous exciting angles. In an ever-changing and ever-expanding industry, it is essential to know the news and trends. This holds especially true in your clients’ industries. This is no exception for public relations firms specializing in real estate.

The following is five reasons why public relations firms specializing in real estate are the only option for your real estate business.

You don’t want a public relations firm to guess their way to success.

Communicating strategically for a business specializing in real estate is not something that you can figure out as you go. You know this, your business knows this, and PR firms with proven experience in real estate know this. The industry is far too complex and too quickly changing to get quality through guess work. PR firms specializing in real estate know that the nuances of the industry can make it difficult to jump into. For example, an agency that focuses on public relations for consumer and lifestyle brands may not have an easy time transferring their knowledge to the real estate sector.

Experience means they already know what’s going on in your world.

As a real estate public relations firm, we have the ability to work in this industry with confidence and proven success. The Hoyt Organization is already monitoring real estate trends. We also are a PR firm representing healthcare, and a public relations firm representing behavioral health. We are a PR firm representing consumer/lifestyle, and a PR firm representing finance. While we are able to be multi-faceted, it is important for businesses seeking public relations firms to find an agency with in-house, proven real estate experience.

You don’t just want content – you want quality content distributed over the right channels at the right time.

Real estate PR firms know the best outlets and reporters to connect with to cover the exciting things happening in your business and the projects you are working on. A large aspect of PR is writing. This could be a press release, or ghost-writing a byline for a principal at a firm. While it’s not necessary to be an expert in everything, real estate and architecture are fields you have to have a solid understanding of before you start writing for high level principals or executives.

They know what you need.

You may be new to the world of public relations. When starting out, you might not fully understand what the impact is. It can be tricky to understand the capacity of public relations work and how it can benefit you if you are otherwise unfamiliar. Unless the agency you’re working with truly knows real estate, they won’t be able to perform at their best. If they’re not well-versed, you won’t see the best results. Finding an agency that specializes in your world will cut back on hours spent trying to understand it, saving you money and increasing the quality of your work in the long run.

It’s a partnership.

Working with an agency that truly understands your industry is invaluable due to the experience brought to the table. Your business is not just hiring them to do your public relations. You’re partnering with them to grow your business, communicate strategically and to bring new ideas to the table. You want any PR campaign to be a turning point for the company.

At the end of the day, you want someone who can be an asset to your business. Find someone who has proven experience with your industry, and can show you their successes.

THO

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