Author Archives: zer0_admin

By Sammy Michie

What Are UTM Codes?

Have you ever received a “Did you forget something in your cart?” email after shopping online but not completing your purchase? By using UTM tracking, that company was able to remind you of the product you forgot to purchase and how you got to add that item to your cart in the first place. Using UTM codes can identify likely gaps or success opportunities that could help you eliminate conversion blockages.

UTM codes are a Google Analytics tool that assist digital marketers in tracking the different channels that website visitors come in from. UTM stands for Urchin Tracking Module, a tool created by Urchin Software Corporation founders Scott Crosby and Paul Muret in 1996. In April 2005, the company was acquired by Google, and the Urchin product became “Urchin from Google,” then later simply Google Analytics. [1]

A standard URL without tracking would look something like this:
https://0to5.com/blog/

A URL with UTM parameters added would look like this:
https://0to5.com/blog/?utm_medium=blog&utm_source=active-users&utm_campaign=utmcodes&utm_term=blog-post&utm_content=text-link

The Five Standard UTM Parameters Include:

UTM Medium (utm_medium): The channel your visitor is coming from, like email, organic social, paid social, display ads, search ads, referral sites, etc.
UTM Source (utm_source): The individual site within that channel your visitor is coming from, like Facebook, Twitter, Instagram, Google, email, etc.
UTM Campaign (utm_campaign): The specific campaign that you’re running, whether it be a product launch, promotional campaign, individual email or post, etc.
UTM Content (utm_content): This is an optional field. If you have multiple links in the same campaign, you can fill in this value to differentiate them.
UTM Keyword (utm_term): Your campaign’s specific paid search keywords.

The required UTM tracking parameters used in UTM codes are utm_medium, utm_source, and utm_campaign, while utm_content and utm_keyword are more granular approaches to in-depth segmentation of your data.

How to Analyze Your UTM Parameters in Google Analytics

Google Analytics helps you see exactly how your website visitors are getting to your site and what actions they take once they make it to their destination. You’ll be able to track user numbers, sessions, bounce rates, and more.

To figure out what is driving your traffic, you will go to Acquisition > All Traffic > Channels to break down your traffic into options like organic search, paid, or social. This page will present you with your complete statistics for all platforms.

Best Practices to Consider When Using UTM Tracking:

1. Do not use UTM tracking on internal links. This can confuse Google Analytics and cause tracking errors.
2. Use UTM tracking for influencer marketing campaigns to track ROI.
3. Do not use spaces; instead, consider using a hyphen to indicate spaces.
4. Check reports regularly to monitor and update your digital marketing strategy success.
5. Be specific with your UTM parameters to clearly define where and what you are tracking.
6. Create a copy of this UTM Builder spreadsheet to keep track of your UTM links.

So, Why Use UTM Tracking?

If you want to understand how effective your marketing is, use UTM tracking. UTMs provide detailed information about where traffic comes from, which allows you to understand what campaigns are actually driving traffic and revenue. [2]

UTM codes can help you gain visibility on finding the right channel for your audiences and make changes as you go for better overall ROI on your paid social media, organic social media, emails, search, and display ads. You’ll get a clear picture of lead generation, referral traffic, and conversions.

Utilizing UTM tracking in your digital marketing is proven to provide expert insight into how your digital marketing strategy is working across all channels. If you aren’t already using this digital marketing method, it’s easy to start implementing it into your campaigns today.

Sources:
[1] The unlikely origin story of Google Analytics, 1996–2005-ish. Crosby, S. (2017, December 21). Urchin Software Corp. Medium. Retrieved March 30, 2022, from https://urchin.biz/urchin-software-corp-89a1f5292999
[2] How to use UTM parameters to track everything. Neil Patel. (2021, August 28). Retrieved March 30, 2022, from https://neilpatel.com/blog/the-ultimate-guide-to-using-utm-parameters/

By Lindsay Hull, Director of Media

You secured a media interview for your client. Yay! Now what? When you are asked to facilitate an interview, it is important to remember that the goal is to position your client’s organization in the best possible light – whether it’s for a product launch or a profile piece on an executive. If you (or your client) are not prepared, interviews can be nerve-wracking and sometimes frustrating. To facilitate a successful media interview, there are a few key things to keep in mind. Here are five tips for making the most of your next media interview.

1. Prepare Your Client

Preparing for a media interview is all about managing expectations and setting the stage for success. To do this, PR people need to consider the message they want to communicate and the audience they are trying to reach.

Once that framework is in place, the PR pro should develop a briefing document for the client that includes potential questions and key talking points, along with other important information like details about the reporter, past articles by the reporter, the logistics for the call, and so on. These details will help the client understand the goal of the interview, stay on message, and position the interview for the publication’s audience. Coordinating a prep call with your client to rehearse their responses is also a helpful tactic, particularly for high-profile interviews. For some interviews, it’s also important to practice how the client will react if confronted with tough questions or unexpected follow-up questions. By simulating different situations ahead of time, both you and your client will feel more confident when it comes time for the real interview.

2. Make Introductions

Once you’re on the line with the reporter and your client, it’s time for introductions. As the PR pro, it is your job to set the stage for a productive discussion and help everyone feel at ease. Be prepared with the client’s name and title and have a short synopsis of what they’ll be talking about during the interview (it’s a good reminder for both the client and reporter). If there are any topics that are off-limits, or if the discussion is under embargo, now is the time to remind the reporter.

Following introductions, it’s also important to communicate what your role will be during the interview: to support your client during the interview with additional information as needed, and to handle any follow up items that need sending – images, additional information, etc. This gives everyone on the line full transparency.

3. Monitor the Interview

Once introductions are complete and you hand the conversation over to the reporter to begin their questions, you have several jobs to keep in mind as you monitor the interview. The most important thing is to listen carefully and take good notes. Being an active listener in the interview ensures that you can intervene (if need be) so that the message you want to communicate is accurately represented in the story. Listening carefully is also critical for Step 5 when you provide performance feedback to your client. Plus, you may be able to pick up on some new details or tidbits from your client that can be used to craft your next great pitch! Lastly, if your client forgets to mention an important talking point, now is the time to bring it up. If you’re off exploring what your next pie recipe will be and not paying attention to the interview, you may miss your chance.

4. Close the Interview

As the interview comes to a close, always thank all parties for taking the time to conduct and participate in the interview. Second, you should invite the reporter to contact you if they have any further questions or need clarification on anything. Finally, while you have them on the line, you can ask the reporter if they had a sense on when the article will be published. This is key information so that you can send your hard earned media coverage to your client in a timely manner.

5. Provide Your Client with Helpful Feedback

It’s important to provide feedback to your client after a media interview, whether it was positive or negative. You can help them understand how they did and what they can improve upon for next time. This feedback is crucial for helping your client learn and grow as a media personality.

Following these five steps will help you prepare for and facilitate a successful media interview. Planning ahead and being prepared are essential to ensuring a smooth and stress-free interview. Let us know of any additional tips or information you may have!

By Chelsea Lindner

In today’s highly digital world, it’s more important than ever for brands to design their websites to be accessible and inclusive to all. When websites and applications have barriers to usage it can often cause consumers to seek alternatives, which can have real financial and brand reputational consequences.

Some of the simplest solutions to making your website accessible are:

• Avoid long sentences: Try to keep the average sentence length of your content around 20–25 words. Run-on sentences can cause confusion and reduce the readability of your site
• Optimize the color palette: There should be a stark difference in the color of your font and background. Make sure the text stands out and is easy to read. Red and green color blindness is the most common, so avoid mixing the two colors, if possible
• Ensure reading level aligns with the audience: The average website visitor reads on an 8th grade or below level (this may vary depending on your industry and audience). Keep this in mind to keep readers engaged with your content and decrease bounce rates. Avoid the use of jargon and buzzwords to prevent confusion and miscommunication.

These measures help to provide users a positive experience while on your website, thus creating trust between the consumer and the brand, and the likelihood of building a positive reputation for your brand.

In a survey carried out by Intuit, nearly 26% of website developers responded they do not emphasize accessible web design. When your website is not accessible it can cause a disconnect between the brand and its audience. Additionally, with nearly one billion people in the world having some form of disability, this presents an even more convincing argument to prioritize website accessibility. Non-accessible websites can exclude literally millions of people.

For most consumer-facing companies, the top goal is to grow brand awareness and revenues. However, It’s becoming increasingly important that a company’s internal marketing team considers accessibility as a critical part of web design. Especially given that most customers use the internet and social media to inquire about products, make a purchase, and form an opinion on the brand.

In addition to providing training and professional development for your marketing team, there are also products out there that will scan your website and provide feedback on what areas you can improve.

Our client Texthelp, a global leader in literacy and assistive technology, created a product for an all-in-one digital inclusion solution. This product, ReachDeck, improves the accessibility, readability, and reach of your online audience. ReachDeck’s toolkit includes an auditor, editor, and toolbar.

The auditing tool, which quickly and easily scans your entire site, looks for various issues within your site. For example, failure to meet Web Content Accessibility Guidelines (WCAG) compliance. These are an internationally recognized set of guidelines for digital accessibility. If your company website does not meet these standards, you are exposing your business to potential legal risks. The auditor also suggests improvements to enhance readability and identifies broken links.

The editor feature allows you to improve the quality and accessibility of your content. For example, if you are a healthcare company, your target audience likely consists of doctors, scientists, and other medical professionals. It is also likely that the use of medical jargon words and the overall reading level may be higher than that of a clothing brand’s website with a target audience of millennials (who are a much larger demographic that make up nearly 22% of the US population).

Finally, ReachDeck allows you to add a customizable toolbar to your website to allow visitors to access your content in a way that best suits them. With customization options like text-to-speech, reading, and translation support, this component of ReachDeck is great for reaching individuals with disabilities and language barriers, and can also be assistive for an older-aged audience.

Whether you emphasize accessibility with your marketing team, hire an agency that does it for you, or use a product like ReachDeck, it must be a priority within your website design strategy. Ensuring an inclusive experience for your entire audience helps to create a positive brand reputation and a trusting client-consumer relationship, in which the consumer feels safe and equal.

From large, complex websites to microsites to mobile applications, Zer0 to 5ive’s creative and web development teams specialize in creating award-winning, user-friendly websites that engage prospects and convert visitors. Contact us if you’re looking to launch or reinvigorate your website and we will be happy to assist in helping you reach your goals!

By Maggie Markert

Most startups and early-stage companies cannot rely on press releases alone to drive their media relations strategy and corporate visibility. As new companies, often pre-product, startups are rarely able to generate enough news to warrant a continuous flow of press releases, which means any momentum generated from hard news is left to wallow. However, all is not lost. What startups, especially those in tech or biotech, often have to offer is innovation and thought leadership – tackling a problem from a different angle or creating a new approach or technology to address a critical market pain.

Thought leadership as part of a startup’s communication strategy is smart. Thought leadership gives a voice to your innovation and can be a great way to elevate your visibility and industry presence.

What Is Thought Leadership in PR?

Thought leadership is a public relations strategy that enables you to position your company and its subject matter experts as industry thought leaders. When used as part of a broader communications strategy, thought leadership enables media coverage without hard news (e.g., a press release), as well as other avenues of visibility, such as speaking engagements and awards.

Thought leadership typically involves:

• Offering expertise on key topics or trends from one of more executives
• Developing bylined articles on industry trends for trade publications
• Securing speaking opportunities at key industry shows and conferences
• Publishing original research or data through surveys, white papers, internal metrics or other reports
• Providing industry commentary through one or more active social media channels – blogs, LinkedIn, Medium, or being a regular contributor to a respected publication, such as Forbes

How Do You Develop a Sound Thought Leadership Strategy?

At its core, thought leadership is about expressing your point of view on a new approach, strategy, technology, application, etc. It is something new and novel, differentiated from others. For technology companies, thought leadership often comes in the form of articulating a core difference in your product or solution.

One example is from a client of ours in biotech. They have developed a new approach to attacking solid tumors that is a true CAR-T 2.0 therapy, utilizing a multi-chain construct. No one else is doing this. Their thought leadership strategy includes talking about the challenges seen in CAR-T 1.0 therapies and how their new approach is more effective.

Often, the goal of thought leadership is to “own” a topic so that you become the foremost voice on the subject. This takes a commitment to being proactive. Tactics you should consider include conducting research, creating an industry perspective paper, giving presentations, writing articles, and identifying internal or external metrics that support your point of view.

From Thought Leader to Industry Leader

Thought leadership often leads to industry leadership. While thought leadership often relies on vision, industry leadership follows with hard numbers and customer engagement. By using thought leadership as a strategic part of your communication program, companies can expand their visibility and spur early customer interest that helps build industry leadership and success.

by Sydney Stressman

Whether you’re onboarding a new client or have been working with a client for several years, having an updated media list is essential to landing media coverage. Media lists are one of the most valuable tools a PR pro has. A media list should provide you with everything you need to know about a reporter – from their name, publication, and email to their beat, preferences, and Twitter handle. Most PR pros use their media lists multiple times a day as part of our outreach and list maintenance.

At Zer0 to 5ive, we like to build a master list that contains multiple sublists within it, including lists for national, trade, vertical, and local media. Depending on the type of client and their various needs, you could have upwards of 30 different targeted media lists within your master list.

Newsrooms are also constantly changing, making it even more important to keep up with your media list. Sending client news to outdated email addresses won’t garner media converge, but will garner frustration. It is important that PR pros remain up to date and in tune with journalists and their publications.

To start creating a top-notch master media list for your clients, you should have the 5 following lists:

Top 25 Publications

Strategy is key in public relations. Your top 25 publications are all about strategy. Brainstorm with your team: who are the most influential journalists that should be writing about your client?

For technology clients, this list usually includes the “top” national, trade, vertical and local publications. You should include your clients in the process of choosing the top publications, as they may have some priorities for coverage, or know of highly influential smaller publications that might not be so obvious in Cision or Meltwater. Agreeing on the top publications can help you and your client align on how success will be measured. This is also a great time to set their expectations for what they’ll need to get into these publications.

You can, and should, use this list to measure the success of your PR efforts. When it is time to present your efforts to your clients, you can highlight coverage from within their top 25 list. If your media efforts are successful, you should be able to check off most of the publications!

National Media

National media is where almost every business owner wants to be. And let’s face it, every PR pro wants to get their client on the front page of a national publication, too.

Garnering national coverage requires a national-level story and strong media relationships. Working with your clients to identify what they will need to make that a possibility is key to the groundwork you should do. In addition, you really need to know the publication and the journalists – what are the potential angles that you can take with your story? Are there industry trends that are being covered that you can leverage?

Developing relationships with national reporters takes time. It is likely that building relationships and awareness of your client could take months or years, especially if they aren’t public, are small, or have more of a B2B focus.

A few national publications you might want on your list (depending on your audience):

• The New York Times
• Wall Street Journal
• US News and World Report
• USA Today
• Forbes
• Bloomberg
• Associated Press
• NPR
• Time Magazine
• Wired

Trade Media

Depending on the client, trade media can be the most important targets for your media outreach. Trade publications write and share articles that are targeted toward members of a certain industry. For instance, for e-commerce clients there are targeted publications like Digital Commerce 360, while for education or edtech clients there are publications like Education Week, and for technology clients there are outlets like TechCrunch, and the list goes on.

Trade media is extremely important for many reasons. As PR pros, we need to make sure our clients understand the value of trade publications. Trade publications connect your client with their main target audience, as opposed to national coverage, which has broad reach and status, but may not be a targeted fit. With trade publications, you are able to create a voice for your client and can help them become known as a thought-leader in the industry. Additionally, trade coverage can lead to national coverage as many national reporters will rely on trade publications to get a pulse of an industry’s “movers and shakers.”

A few trade publications you might want on your list (depending on your client’s industry):

• AI/Technology: TechCrunch, VentureBeat, ZDNet, Quartz
• BioTech/MedTech: FierceHealthcare, MD Magazine, Oncology Times, In Vivo
• Education/EdTech: Education Week, T.H.E. Journal, EdSurge, eSchool News
• E-Commerce: Digital Commerce 360, Multichannel Merchant, Retail Dive
• FinTech: American Banker, Banking Dive, PaymentsJournal, FinTech Futures

Local Media

Last, but not least, is the local media. Generating local buzz for your client can lead to great opportunities for them, and can be helpful for recruiting and local investment. You want to make sure your client is seen and heard throughout their local community. Be sure to target any business journals, newspapers, TV and radio stations, podcasts, and more, that focus on sharing news within the area.

Let’s Get Pitching!

Developing the right media list will help you be successful and generate strong media coverage. Take the time to really get to know your target publications and the different avenues you can take for client coverage, from pure product announcements to thought leadership or CEO profiles. Keep up with your media contacts and update your media list on a regular basis and you will reap the reward. Happy pitching!

By Megan Harp

Despite the negative impacts of the COVID-19 pandemic on the public relations and marketing industries, social media influencers have shown that they are here to stay, and incorporating a strong influencer marketing strategy continues to be a lucrative effort for brands. In fact, new research states that influencer marketing spend has increased by $8 billion in the past four years and is expected to reach $13.8 billion by the end of 2021. 

What are the top benefits of working with social media influencers? Here are the top 3 reasons you should include an influencer marketing strategy in your next campaign. 

Influencers Are Storytellers with Loyal and Targeted Audiences

To this day, word of mouth is still one of the most effective forms of marketing. Influencers are modern-day storytellers. They are experts at conveying messages and building strong, long-lasting relationships with their followers. Influencers tend to have followers that belong to a specific niche, such as moms, dog lovers, etc. As a result, using influencers is a great way to reach your target audience. 

Influencers Are Trustworthy 

Influencers share their personal lives and tell stories that resonate with their followers, which establishes trust: and trust is valuable. Research shows 49% of consumers depend on influencer recommendations. Consumers are constantly checking social media to keep up with the latest trends and are looking to influencers as a trusted source for their buyer decision process. A recent study found that 53% of women made purchases due to influencer-sponsored posts. Influencers provide detailed and honest feedback on products and services along with a friendly, established relationship, making them the go-to resource for what products and services to entrust your hard-earned cash with. 

Influencer Marketing is Budget-Friendly 

Influencer partnerships can be created with any size budget. There is a wide range of influencers varying from nano influencers (1-10K followers) to mega influencers (1M+ followers), so when considering influencer marketing cost, you should select influencers who fit within your budget and whose personas will resonate with your target audience. According to a recent poll, businesses are making $6.50 for each $1 spent on influencer marketing, with the top 13% earning $20 or more. The same study also found that influencer marketing tied with email marketing as the most cost-effective online customer acquisition channel. 

Influencer marketing has proven to be an effective form of marketing that will only grow in the years to come. Ready to get started with your own influencer marketing campaign? Contact us to see how you can maximize ROI on influencers in your next marketing campaign.

By Patrick Reilly

We’ve all been there. The client has no upcoming announcements and the proactive pitches just aren’t hitting the mark. That doesn’t necessarily mean the pitch angles aren’t ideal or that the topics aren’t of interest, but as public relations professionals, we are in a results-oriented industry where it’s our job to deliver media opportunities and coverage.

In this scenario, the best option would be some good, old-fashioned rapid response pitching. For those unfamiliar with the term, rapid response pitching entails some due diligence in searching the internet to find relevant media coverage that aligns with your client’s industry or a particular pitch angle and, well, responding to them rapidly. This practice is a great way to build media lists and create new relationships while securing interviews and coverage. Here are a few tips to get the best results from your rapid response pitch:

Track Your Client’s Keywords

This can be achieved by using services like Google Alerts or Talkwater, where you set up alerts for keywords that are relevant to your clients. For example, if your client is focused on “Cloud Cost Management,” you should include everything that is related to this topic, which may include a broader term like “Cloud Computing” to something more niche like “Cloud Cost Optimization” or “Collaborative Cost Management.” Major players in this industry should also be included, such as “AWS” or “Azure” in this example, to see who is writing about these organizations.

You should also include your client’s top competitors in your search. These might actually end up being the “low-hanging fruit” in terms of getting interest from reporters. Rapid response presents an opportunity to reach out to editors and explain what your client is doing and how they are better, different, or deserve inclusion in future story ideas. In addition, you should also customize all of your alerts to get notified as soon as they happen – this way, you’re one of the first to get the hot news stories.

Check Media Alerts Often

PR professionals should start the workday by checking their media alerts and repeat the process throughout the day. While scanning keywords for proactive pitching, you can identify whether the article is a good fit, as you will quickly find that a good portion of articles that come through are not relevant or come from small outlets outside of your client’s target geographies.

If you find a great article from a desirable outlet, you then move on to the next step (see below for how to go get ‘em). Another avenue to consider is a simple Google Search on related topics and see what the media is writing about in the last month that might be worth some outreach.

Go Get ‘Em!

Ok, you identified a perfect article – so, now it’s actually time to respond. The subject line I like to use is a simple “In response to your recent article in the Wall Street Journal” or something more broad and ambiguous that is more likely to grab a reporters attention. They are getting hundreds of pitches a day, so a subject line that is not too specific might encourage them to open the email – especially when you are talking about something they already wrote. The best way to start an email is to politely touch the reporter or editor with a simple lede that starts off something like the example below:

Hi xx,

My name is Patrick Reilly and I help conduct the PR efforts for “Clients Name.” I notice that you recently wrote the article entitled “XYZ,” and I’d love to connect you with “Spokespersons name”, “Title” of “Clients Name” – “Clients Key Message” to talk about “pitch angle.”

After your intro, customize the rest of the pitch to fit the angle and make it more personal. Sometimes the article might follow exactly along the lines of the angle you are pitching, and the reporters might not be that interested in speaking to your client since they just wrote about that topic. In this situation, it is still a good idea to reach out, as the reporter might have a follow up story or want to keep your client on radar for any related stories they’re working on. With pitching, the worst answer you can get is “no” – but you can move on and find another article of relevance to rapid respond to.

Responding to Rapid Response

I think this might be the most overlooked part of rapidly responding to the media – forgetting to follow up with the initial email. It is a good idea to respond directly to the email you originally sent, which gives you a ‘second chance’ to send another broad and ambiguous subject line that references what the reporter already wrote. For example, the response email can look like the example below:

Hi xx,

Just bumping this email to the top of your inbox!

Let me know if you can set up a future call with “Spokesperson name” “title”, of “Companies Name” to discuss “relevant pitch angle” for a story idea. Let me know what time/date works best to schedule a call.

Let me know if you also might be working on future related stories where you can use “spokesperson’s name” as a source.

Thanks!

XX

I wouldn’t follow up more than once on a rapid response via email – but you can also call the reporter on the phone to follow up with a similar message. Since the first note is a rapid response, the follow up is more of a courtesy reminder, after that – you are just annoying the reporters.

Timing – How Soon Is Now?

The ultimate idea of rapid response pitching is exactly that – responding right when a news article is fresh. However, since we are not robots and because systems like Google Alerts are not always reliable, it’s not always possible to get to every relevant story immediately. Ideally, rapid responding to articles should be within a few hours to days after they run – but it’s ok to reach out as far as three months after the story has ran. This also depends on the angle you’re pitching and the story itself of course. If the original article is a feature on “sustainability in cloud management,” you have more time to respond. However, if it’s a major announcement from a company, I think two weeks might be the most time you have before it’s considered ‘old news.’

Rapid response pitching is a fantastic way to create new and strong media relationships, build media lists for reporters that might not be listed on Cision or other media monitoring platforms, and above all, get a new interview in a desirable outlet that will hopefully turn into coverage.

By Gregg Gethard

Key facts

• Retail sales surged by 10.7% in March
• New US unemployment claims continue downward slide
• Inflations speeds up in April as consumer prices leap

PR and Economics

Economics has been called the “dismal science.” It’s understandable why. Headlines about economic news and trends tend to emphasize the negative — and, during this past year, at times the really negative. Even during the best of times, the subject is not one most people find exciting. (See: The iconic classroom scene from Ferris Bueller’s Day Off starring economist/actor Ben Stein.)

But, economics affects everyone and everything, and especially the world of business. A PR team that’s knowledgeable about the latest economics news and trends stands to benefit clients in a multitude of ways.

There are three cable networks alone that broadcast financial and economics news all day long, in addition to multiple business-focused publications like The Wall Street Journal and Barron’s. These are media that cater to America’s vast investor class, who pay non-stop attention to these outlets in order to find the best places to put their money. While a business may not be publicly traded, or for sale, it’s never a bad idea for a company’s name to move past the eyeballs of potential customers or partners — and to have its leadership show credibility via knowledgeable thought leadership.

This is where a PR team with extensive knowledge of economics can help by connecting the dots between a company’s products and services with broader, bigger picture business stories. Here are some examples of how businesses can benefit from a PR team’s expertise in economics:

Inflation

Inflation fears have dominated headlines in recent weeks with both the Consumer Price Index and Producers Price Index showing steep gains, indicating rising prices for all sorts of goods.

Many manufacturers and retailers have started to use machine learning/artificial intelligence platforms over the past few years. A spokesperson for an AI/ML platform provider may have a chance to talk about how companies can use past data to steer their ships during a time of rapid price volatility. These technologies use data to find advantages in controlling costs, adjusting supply chains for optimum efficiency, and to discover and adjust to rapidly changing customer behavior. This shows exactly how firms can implement AI/ML to its fullest potential — and shows how a tech CEO understands the real life implications of a company’s product.

The Federal Reserve

The Federal Reserve has kept its key interest rate at the lowest level possible due to the pandemic. This has resulted in historically low interest rates for consumer loans such as mortgages and car loans.

There is a lot of behind-the-scenes “special sauce” that takes place for lenders to process loan applications and eventually deliver money to its customers — everything from e-signature companies to banktech firms that quickly speed up the lending approval process. Companies providing the technology needed to process and distribute loans have an inside look at lending trends — how many people have applied for loans, what types of loans have the most demand, how fast banks are able to turn around loan applications, etc. — well before others in the market. While we may consider these companies as technology providers, being able to comment on consumer lending trends shows the world the importance of the products and services they offer.

Housing Demand

The National Association of Realtors, the National Association of Home Builders and the U.S. Census Bureau all publish widely watched monthly reports about home sales, prices and construction data.

Smart home features have grown in popularity over the past several years, along with companies that integrate these technologies that make them easier for consumers to use. Demand for smart home technologies likely coincides with demand for housing — especially at the high end of the market. Advanced sales trends of a company’s smart home technology products also may reflect upcoming trends in housing markets. Commenting on this to any of the dozens of reporters who write about housing trends can do more than just show in-depth knowledge on real estate markets. It’s also an opportunity to discuss how a company’s smart home products can actually help people as they move into their new home and how real estate brokers can increase their business.

Economics may appear uninteresting to many. But PR professionals can use the “dismal science” to tell stories that can highlight all that is good about a company.

By Jennifer Moritz

As most PR practitioners know, the PRSA Silver Anvils, which honor outstanding strategic public relations programs each year, is the country’s most competitive and prestigious PR awards program.

The PRSA judges review hundreds of entries each year in 19 different categories, to select the campaigns that they feel have most successfully addressed challenging issues with exemplary professional skill, creativity, and resourcefulness.

Zer0 to 5ive has won multiple Silver Anvil Awards over the years and was selected as a finalist this year for a campaign with our client NWEA. If you’re thinking of putting together a PRSA Silver Anvil Award entry for next year’s Anvils, here are our top five tips for creating a strong award entry that will “Wow” the PRSA judges:

Select your best, most strategic work

It may seem like common sense, but the PR campaign you decide to enter must meet or exceed the required criteria, representing your best work for the year. In addition to generating a ton of media coverage, your campaign should be unique and impactful, from strategic planning to execution. It’s critical that your campaign includes all four components outlined in the submission requirements – insights and analysis, planning, execution, and evaluation – with well-rounded work, facts, and results for each section. If you don’t have solid research and measurable results, your campaign is likely not a candidate for a Silver Anvil.

To help you get a better understanding of the caliber of campaigns submitted each year, you can read Silver Anvil case studies on the PRSA website, which can help guide your thinking as you prepare your submission.

Start early

This is particularly important, especially if it’s your first time submitting a Silver Anvil entry. I recommend starting eight weeks in advance of the deadline to ensure that you have enough time to compile everything you need. Read the entry requirements closely, for both the two-page summary and the supporting materials so that you are aware of page limits, font size requirements, submission format, and supplemental materials required. It is not unusual for a winning Silver Anvil submission to take upwards of 40 hours to complete – so be sure to put the proper time and resources into it.

Focus on the two-page summary

The two-page summary is the most important part of the submission. If you don’t grab the judges’ attention in those first two pages, your submission won’t make it past the initial review. Organize your two-page summary following their required categories – insights and analysis, planning, execution, and evaluation – to tell a compelling and cohesive story. Set clear measurable objectives and walk through the four key stages of the campaign, with a conclusion that clearly articulates how your key objectives were met. Avoid vague goals like “increase awareness” without including specifics on why, to whom, and by how much.

Your narrative must be succinct and clear. Use bullet points and eliminate unnecessary details. Last, but not least, give it a descriptive, impactful title that reflects the goals and success of the campaign.

Organize supporting documentation

As you compile and organize your supporting documentation for each of the four sections, be deliberate in what you choose to include. You need not include every little detail – only the best, most important resources that help support your narrative and outcomes. Organize and label supporting sections of your entry so that they are easy to follow and understand. I like to use page numbers and a table of contents at the beginning of each section that enables judges to jump right to resources they are most interested in. Use metrics, stats, and highlights to make key documents, coverage, or results stand out.

Have multiple reviewers

Last, but not least, make sure you have at least two other people – one colleague who has worked on the campaign with you, and one that has not – review your entry before you submit it. They should be checking for typos, grammar, inconsistent formatting, and writing clarity. Can they follow your story? Are the objectives and results clearly communicated? Be sure to also double-check your 100-word description and campaign graphics (both required with submissions) for errors as well. Leave yourself extra time to make sure there are absolutely no mistakes.

Once you submit, you can sit back, take a deep breath, and wait for the Silver Anvil finalist emails to go out in March.

Good luck to all of you who were named as finalists this year! We look forward to seeing you at the virtual event on June 10th.

By Victor Filoromo

Writing content for social media can feel a bit like shouting into a void without some guide rails to focus the effort. While a snappy one-liner or well-designed graphic can draw attention every now and again, a consistent effort to produce engaging social media copy — targeted to the right personas — is the best long-term strategy for any organization.

So, what are some tips to follow when crafting social media copy? Here are a few to keep in mind for maximum reach and exposure.

Create Your Target Personas

Audiences have pain points or challenges that lead them to seek out a solution. Create buyer personas through research, surveys, and interviews, identifying patterns that can be used to craft targeted copy. Defining your ideal customer is key to understanding how best to sell to them.

It’s easy to think you have a brilliant product or pitch, but only a customer will be able to tell you for sure. Brands are built for buyers. If your user is different, you need to be aware of that as well. And remember, it’s social media. Asking for feedback encourages conversation and interest. Be prepared to interact and respond to comments.

Devise a Content Plan

A comprehensive content plan delivers on objectives, reaching the right people with the right information. A strong social media content program can drive brand awareness, website traffic, new leads, or turn leads into customers.

Spend the time to perform a content audit to learn what has worked in the past and what hasn’t. This is the best way to discover which keywords are ranking, what type of content performs best, and where current gaps are. If you don’t have a lot of existing social media content, check out the competition to see what types of content they are using to reach their audience.

Tailor Content to the Platform

Once you have an approved content plan, be sure to tailor the content and posting style to the platform. On Twitter, that means keeping it short, typically under 120 characters. On Facebook, there’s a bit more room to work with, but go for more of a personal touch, as users tend to share messages with communities and friends. Writing for LinkedIn? Put on a more business-oriented style and feel free to post longer pieces. Connections and networking are king in this atmosphere, so it’s a good time for that reminder about an upcoming webinar or latest e-book.

Keep it Current

Pay attention to the news and latest trends in your industry, and don’t hesitate to use an external link to a story or current event to make a point. Relevant news stories are excellent vehicles for contributing high-level industry commentary and thought leadership. It’s even better if the story helps highlight the benefits of your product or service. There will be times when that perfect event or trend story falls right in your lap. Capitalize on it.

Use Graphics

The old adage, a picture is worth a thousand words is true. According to Twitter internal data, people are three times more likely to engage with a tweet that features visual content. To show off a platform or new product, accompany the message with an image that can further illustrate the story. Infographics, industry stats, designed customer quotes, and video are all tools in the social media content arsenal. Your message and visuals should work together to entice and engage.

Keep these tips in mind when creating your social media content plan. Need help? Contact us to see how you can create a winning social media strategy for your business.