Satisfying the rendering differences between the vast selection of email clients out there is an ongoing battle with web developers. Here are a few tips that can help save you hours of coding headaches.
Use Inline CSS
When possible, write your CSS inline. Some email clients, notably Gmail, will ignore most CSS wrapped in the <style> tag. Inline CSS is implemented with the style attribute and is written on a single line, like so:
<td style=”color:#333333;font-size:16px;font-family:Arial;”>
Writing this way can get long and confusing very quickly, so keep your line formations consistent by grouping similar properties together and in the same order for every tag.
Do Not Use Shorthand
CSS shorthand is taking a set of properties and condensing them into a single one. For example, instead of
padding-top: 10px; padding-right: 15px; padding-bottom: 10px; padding: left: 15px;
you would write
padding: 10px 15px;
For hex codes, instead of color: #66cc00;, you would write it as color: #6c0;. Unfortunately, some email clients will not parse this shortened version correctly, so everything must be written in long form. It’s a pain and a bit more difficult to read as inline CSS, but it’s definitely a must!
Use <table>, Especially for Lists
It is usually best practice to use <div> as the framework for a webpage, but this is not the case with HTML emails. With how finicky email clients are, <table> tags are the best way to keep everything in its place.
Lists are another element that is difficult to tame, as some email clients will completely ignore the CSS that you assign to them. The best way get them to display correctly across different clients is to use <table> instead of <ul> or <ol>. Below is an example <table> list:
<table>
<tr>
<td>•</td><td>List Item One</td>
</tr>
<tr>
<td>•</td><td>List Item Two</td>
</tr>
<tr>
<td>•</td><td>List Item Three</td>
</tr>
</table>
Zero Out All Padding
Some clients, like Outlook, add extra padding around all table cells, which could be a problem if there are a lot of tables in your code. You can prevent this disaster from happening by applying
padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px;
to all <td> tags and adjusting the pixels as needed.
Section Out Paragraphs with <div> and <br />, Not <p>
The <p> tag is another target of unwanted padding, and zeroing out each one will add unnecessary bulk to your code. Save time by wrapping them with <div> and using <br /> for hard returns, as both have zero padding by default.
Use Media Queries to Make Your Email Responsive
Media queries tell the browser or client what code to use depending on the screen size. This enables you to break down an email for smaller devices like smartphones.
The media query goes in the head of your code within a <style> tag and all CSS is wrapped within
@media screen (max-width: XXXpx) {
/* your CSS here */
}
One useful media query attribute is converting all the <table>, <tbody>, <tr>, and <td> tags to display: block!important; to break the grid formation and prevent your email from looking cramped on small screens.
Make sure to add
<meta name="viewport" content="width=device-width">
in the <head> of your code so that the media queries actually work!
Eliminate Whitespace Before Sending
Some email clients will automatically add a <br /> tag to every hard return in your code, which may cause display issues. Before sending, run your entire code through a compiler like HTML minify to compress it as much as possible and remove all whitespace. Be sure to save an uncompressed copy of your code should you need to go back to update it.
When Testing with Dummy Links, Use a Complete URL
This is something that I eventually discovered after many frustrating experiences with Outlook. If you have a few dummy links in your copy with # or javascript:void(0) as the href, they will break your email. You can avoid this by using a complete placeholder URL, like http://domain.com instead. Just don’t forget to replace it before sending out the email!
Finally: Keep It Simple
Make your HTML emails simple and to the point. Remove any unnecessary imagery, borders and accents to reduce the amount of items to code. Minimal design elements also mean less to worry about when making your email responsive. After all, the main focus of an HTML email should be the message and its readability.
These are just a few techniques to help you make your HTML emails work better. I also recommend subscribing to the Litmus blog to stay current on all of the best practices for email marketing.
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In design, white space is the negative space between all of the content and supporting graphics. (White space is not necessarily “white,” it can actually be any color or part of an image.)
If utilized correctly, white space is one of the most important aspects of a website’s design. By including a healthy balance of content, graphics, and white space, the viewer can easily digest the important information – the content – and be directed to relevant calls to action.
White Space in Website Design:
- Highlights Key Information – There are many ways to highlight important elements in a design. One way to do it is by placing a particular bit of content or graphic in it’s own space. When content or graphics are surrounded by white space, the viewer is cued to pay attention to that particular section. A lot of white space surrounding a section of content can also suggest a higher level of importance.
- Directs the Viewer – White space not only highlights important information, but it also guides the audience through the material down the web page. By placing the content into sections separated by white space, the information becomes easier to navigate.
- Increases Readability – Appropriate spacing paired with typographical hierarchy allows the reader to effortlessly scan a document or web page at a glance.
- Provides Design Balance – By utilizing white space accompanied by design elements, the overall design gains a sense of equilibrium. A design that has too much white space could look lifeless or unfinished, while a design chock-full of graphics and content might look haphazard or slapped together. This can cause the viewer to become overwhelmed and leave the site.
- Evokes Sophistication – A healthy amount of white space makes a design feel airy and elegant.
Examples That Illustrate the Power of White Space:
There isn’t a minimum or maximum amount of content that should be included on a web page. It is more important to select which information is most pertinent rather than including everything. By being selective with your content, it becomes easier to determine how white space can be used to produce a balanced design that drives engagement and interaction.
By: Lindsey Tabor
W³ Awards
Zer0 to 5ive Receives TWO 2016 W³ Awards
Who Would Play Your Brand on the Big Screen?If I had a dollar for every time I heard someone talking about marketing personas, I’d have enough liquid cash to bankroll my very own low-budget indie film. Those lovable avatars that represent our target audiences are discussed on a daily basis from the classroom to the boardroom, and rightly so. Well-defined personas are critical to every marketing strategy. But have you ever noticed that marketers rarely, if ever, talk about the most important persona of all?
Sure, we have Becky the soccer mom, carting her three kids to and fro with hardly a minute to spare. There’s also Fred the executive, jetting off on his sixth business trip of the month. I bet you can name a few more off the top of your head from the usual cast of characters, and we spend most of the time we have allotted for personas painting the details on those cookie cutter molds.
The star of the show, however, is one-of-a-kind. No template exists for the almighty brand persona. It’s extremely difficult to define because it’s so unique, and it’s often overlooked as a result. But any film with a flimsy lead is sure to flop, so let’s focus on your brand and pan in for a close-up.
Good Looks Will Only Get You So Far
One of the main reasons why brand personas fail to get the attention they deserve is because they’re the intangible product of two definitive marketing activities that are easier to control: branding and communication. Just like an actress getting her glossy 8×10 into the hands of a casting director and then delivering lines in character at the audition, your brand performs on multiple levels too.
The first component of your brand persona is, naturally, your branding. Your logo, colors, fonts and imagery all add up to a single visual impression that gives people a superficial idea of who your company is. Consider this your headshot.
Of course, your company is more than just a pretty set of style guidelines. Good looks may get you in the door, but you’ll be out of luck if you don’t deliver on the messaging. The subtle use of tone, pace, word choice and context makes all the difference when it comes to relating to your target audience in a believable way. This equates to your voice.
When you combine the aesthetics with the content, you create a presence, and that’s what captivates the masses! Unfortunately, many marketers let that presence manifest itself rather than proactively build it from scratch. They design a logo, decide on their brand colors and then move on to the communication stage with their focus firmly fixed on CTAs and KPIs instead of staying true to a defined persona. Even if everyone on your team has a decent grasp on your brand’s voice descriptors, it’s easy for your presence to end up muddled and unmemorable when you don’t know who your brand is beneath it all.
Rather than letting your brand persona materialize over time as a volatile sum of its parts, let’s flip the script and start with your persona first. That way you have a strong core to guide everything else to come.
How well defined is your #brand persona? Fill out this worksheet & take your brand to the next level https://t.co/ujpBKfc3y5 #marketing pic.twitter.com/W1UWFD4wsa
— Zer0 to 5ive (@Zer0to5ive) November 10, 2016
It All Comes Down to Casting
So, how exactly do you go about defining your brand persona? Well, to define it is to personify it, and there’s no better way than by picking an actual person. Vague composites are fine for buyer personas, but you need to get everyone on the same page with this one. Becky the soccer mom simply won’t cut it this time around.
Of course, with billions people to choose from, how do you narrow it down? Let alone to someone who would be widely known throughout your company? For that, we turn to Hollywood.
Celebrities are undoubtedly the most ubiquitous personalities we have at our disposal, so let’s leverage them to our advantage. Imagine for a moment that one of the big movie studios has just green-lighted a film adaptation of your brand’s triumphant rise to glory, and your company will be anthropomorphized for the role. Now, ask yourself this one simple question: Who would play your brand on the big screen?
It could be any person from any era. Think of the qualities that represent your company and try to match them up with the personality traits of your favorite movie and television stars. It might help to determine the genre your brand would most likely be featured in and then concentrate your brainstorming there. For example, a tech company with an innovative SaaS solution might want to jump right to the sci-fi, epic and adventure genres for inspiration.
The more granular you can get with your pick the better, so try to zoom in on one person in a specific role if you can. In other words, Marlon Brando is great, but while Marlon Brando as Vito Corleone is ideal, Marlon Brando as Kia might not be so perfect. A great role model can give you a stronger foundation on which to develop the voice of your brand.
Stunt Doubles to Set
This exercise may seem frivolous at first, but having a precise “model” that everyone at your company can look to is instrumental in building and maintaining a consistent brand persona. It’s infinitely easier to get everyone speaking the same language when they all know whose mouth they’re using, as opposed to an amorphous cluster of personality traits that can be interpreted in a million different ways.
Tell a dozen marketers, sales reps and thought leaders to channel Audrey Hepburn in Breakfast at Tiffany’s and you’re bound to get much more consistent results than if you told them to produce content that sounds like it was written by “an enthusiastic female.” It enables writers to get into character the same way actors do. It also gives you a solid base on which to tack those familiar traits, so you can create your own unique character without confusion. One example of that would be using Harrison Ford in Raiders of the Lost Ark, but making him slightly more affable and optimistic. This not only makes it easier for everyone who communicates on behalf of your brand, but it also helps you harmonize many different writing and speaking styles into one powerful voice.
In addition to the universal nature of film and television, accessibility is another huge benefit of sourcing a personality this way. If Joe “I Haven’t Been to the Movies in 20 Years” Gromly isn’t familiar with the particular character you choose, onboarding is as simple as streaming the movie during a Lunch & Learn. In fact, it would be a good idea to get everyone together to watch the film even if Gromly has seen it. You want everyone to be crystal clear on your brand persona, and having one common example that you can point to is a blessing.
Hop in the Director’s Chair
By now you might have a few initial thoughts on who would play your brand in a movie. If not, don’t abandon the project just yet. I’ve put together a few easy questions to guide you in your pursuit of the perfect actor to represent your brand. Fill out this fun and effective worksheet to get a better idea of who your company really is and how to translate that into an extraordinary brand persona.
By Justin Schorah / justin@0to5.com
Using Surveys for PR BuzzSurveys and statistics can lend a powerful punch to PR campaigns. When a PR pitch is supported with credible numbers and statistics, it is much more likely to get the attention of the media and be interesting to the public.
There are multiple ways so conduct surveys – phone, online, focus groups – but among the easiest is using an online survey company, such as SurveyMonkey, which enables you to create and deploy surveys quickly and easily.
How do you create a survey that will produce interesting content, and what do you then do with that content? Below are some tips for developing, deploying, analyzing and promoting surveys for PR campaigns.
- Pick a compelling and relevant topic – Don’t conduct a survey around a topic that no one cares about or that doesn’t align with your client’s goals. For your results to generate publicity successfully, you need to share information around a topic that will be of interest to your target audience. Along the same lines – don’t pick a topic that is so common that there are 100 other surveys on the same subject. The topic should be compelling and unique enough to make the findings newsworthy.
- Be statistically significant – When deploying your survey, make sure you collect responses from at least the minimum number of people required for valid results. Most online survey services have tools to help you determine what that representative sample of your audience is. Not only does this generate real scientific credence, but it also gives the immediate impression of legitimacy when you have a substantial sample size bolstering your statistics.
- Start backwards – Nothing is worse than investing effort and money in a survey only to realize you left out some key questions, or that the way in which the questions were worded failed to give you the information you wanted. When writing the survey, start by thinking through your ideal survey results first. What types of findings will support your campaign and be the most compelling? Think in pitch angles and headlines. Then write the survey with those headlines in mind.
- Keep it short – Organize your survey questions in a way that creates a narrative flow and helps you tell a story with the findings. Ask broader questions – e.g. questions on the industry or market trends – at the start and then narrow the topic to ask more specific questions that relate directly to the product or service you are promoting. In general, surveys should be no more than 25 questions. Take the survey yourself. If you need more than 5 minutes to complete it, cut it down.
- Ask, and then ask again – Consider asking the same “key” questions several times, in several different ways, to ensure that you get the data points that you are looking for around your main survey topic. This will provide you with multiple data points to support your campaign.
- Check your stats – Before you publicize your findings, double-check the numbers to confirm accuracy and ensure that the information has all been interpreted as intended. One wrong statistic can impact the credibility of the entire survey.
- Promote the findings in multiple formats – Announce the findings of the survey through a press release and through your social media channels. You can also create an executive summary to showcase the details and post it on your website. Use the findings throughout the year in media and marketing efforts, including pitches, social media, press releases and web copy.
- Get graphic – The media loves visual content that they can share with readers. Incorporate colorful graphics and charts into your executive summary to illustrate the findings in exciting ways. Create an infographic that summarizes key data points and tells a story. Make it easy to share via social media and watch your reach increase.
- Slice and dice – Parse your data in different ways to tailor your results for specific reporters and/or target markets. Create pitches, infographics and press releases on different key themes from your survey, or break down the stats by age, gender or geographic region to uncover additional insights.
- Time it right – Time the release of the findings with a key event, such as a conference or tradeshow, or a relevant awareness day to maximize the news value and increase visibility. You can also create a survey that you conduct annually to give a year-over-year update on key data points and track changes and trends within your industry.
There are many ways that surveys can be used in PR campaigns to educate target audiences and increase awareness for products and services. What are some ways you use surveys for PR?
By: Jennifer Moritz
Experiential Marketing: The Secret to Building Brand LoyaltyIn today’s buyer-empowered marketplace, it is becoming increasingly difficult for companies to establish brand loyalty and effectively reach their target demographics. Audiences have become deafened to companies’ self-promotion, and standard marketing practices are falling short. In recent years, integrated marketing strategies have replaced more singular efforts. However, campaigns are oftentimes still missing a valuable component that is proven to broaden campaign reach and build brand loyalty: Experiential marketing.
Experiential marketing, also referred to as event marketing, is a method focused on directly engaging audiences and encouraging consumers to experience a brand. Whether you’re hosting a webinar, exhibiting at a tradeshow or using a street team to spread awareness, experiential marketing has the ability to transcend traditional marketing tactics and illuminate your brand.
When implementing experiential marketing tactics, there are a few guiding principles to keep in mind:
Know your audience.
Audiences have become desensitized to brands shouting at them to pay attention and instead crave a more organic approach to marketing. People like to feel as though they’ve discovered the brand themselves, which, in turn, can result in stronger consumer advocacy and brand loyalty. Events are the perfect way to provide potential customers with a memorable experience that can lead to long-term commitment and increased ROI.
There are countless ways to engage your audience through experiential marketing, but it’s important to keep in mind that not every form of engagement will reach your particular customer. Know your target demographic and choose an activation that appeals to them. Resist the urge to jump on the latest trends and curate an experience that’s true to both your brand and your audience. If you understand your audience and position your brand activation accordingly, people will be more likely to pay attention.
Tell a story.
Storytelling is key to experiential marketing. Find the ethos in your brand mission and leverage that message to connect with your target demographic. From conception, your brand should tell a story that demonstrates the value customers receive when engaging with your product or services. This story should be integrated into every aspect of your brand strategy from logo and website to consumer education and beyond.
Experiential marketing offers the opportunity to strengthen your brand’s narrative and provide consumers with a tangible understanding of your product or service, while also clarifying the customer’s role within the brand.
Use technology to communicate your message.
One way to ensure consumer engagement is by applying a technological overlay to your real-world activation. Events offer face-to-face interaction with potential customers that can be significantly heightened with the use of technology. Whether you’re demonstrating the use of your product through VR headsets or projecting an interactive survey in your tradeshow booth, there are endless opportunities to engage your customer in a creative and tech-savvy way.
Engage community partners.
When possible, be sure to align yourself with complementary brands and like-minded businesses. Companies often fear that partnerships during event activation will dilute their own brand’s message. However, the right partner can provide tremendous value to your brand through cross-promotion opportunities, increased customer reach and sharing of additional resources. Don’t be afraid to spark strategic partnerships with brands that make sense.
Make it memorable.
The saturated marketplace makes it essential to establish an engaging relationship with your audience. No matter how you choose to activate your brand, be sure to continue the momentum. Make the experience sharable through social media by clearly displaying handles and tags to ensure the interaction is captured and shared on social media platforms.
By collecting leads during the activation, you also have a perfect platform for follow-up communication with an audience that you know is listening. Use the opportunity to highlight what’s next or circulate a survey that will yield valuable insights.
According to Jack Morton’s New Reality 2012 findings, three out of four consumers strongly agree with this statement: “I only advocate for brands when I have had personal experiences with them.”
Whether you’re starting small or jumping into the biggest expo of the year, experiential marketing is a valuable method to enhance your current marketing strategy and take your brand to the next level in customer engagement.
By: Deirdre Purdy
Top 3 Reasons Why PR Professionals Should Work From Home and the OfficeBy Alyson Kuritz
In recent years, the topic of telecommuting has been a divided issue. Some swear that in-office interaction boosts creativity and, in turn, productivity. Others feel that working at home is the optimal environment for best employee performance. A recent survey found that 3.7 million employees (2.8% of the workforce) now work from home at least half the time and 80% to 90% of the U.S. workforce says they would like to telework at least part time.
There are pros and cons to both in public relations, which is why I theorize that a combination is the best way to get the best out of those in this demanding industry.
Greater Productivity
The heart of public relations means sharing clients’ messages, announcements, points of view and thought leadership with the media. Shortly after that press release is distributed or the new proactive pitch goes out, it’s time to make the ever-important calls to media. Easy right? Not for those who work at an agency and don’t have a personal office.
With experience at a few agencies, I have found that a popular office environment involves an open space or “bullpen.” This means constantly vying to find that open conference room or borrowing someone’s office while they’re in a meeting to avoid disturbing colleagues – not always an easy task.
Working from home a few days per week offers PR professionals the freedom to make dozens of calls without distracting anyone and the ability to pitch your client without background noise of what happened on last night’s Game of Thrones.
Improved Home and Work Life Balance
PR pros tend to work long hours. Oftentimes this means traveling to meet with clients in person, facilitating media interviews at trade shows, and managing in-person media tours. All of these can eventually take a toll on personal and family time. By having the option to work from home a few days per week, employees are able to participate in family dinners or enjoy happy hours with friends.
Eliminating a commute, even a couple of days per week, can improve employees’ overall stress levels. Not only does this mean that they don’t have to sit in bumper-to-bumper traffic, but those with significant commutes can also hit the snooze button a few more times.
Enhanced Communication and Tech Knowledge
When not directly in the same space as co-workers, there is dependence on phone, email and, in my case, Gchat and Google Docs to communicate with colleagues. This means clearly explaining yourself, staying on top of deadlines and being cognizant of what your team members might be working on.
In addition, my colleagues and I are always on top of the latest presentation technologies. You name it, we’ve tried it. This has been an advantage for our clients who are not local to the area. Whether presenting the latest PR plans or facilitating a media or analyst interview, the fact that we have experience working remotely has proven to be a true asset in this industry.
The Future of Work from Home in PR
While it may not be suitable for all industries, working from home a few days per week certainly provides unique benefits for public relations agencies, PR pros and clients.
As technology closes the gap (and commute) for a majority of the workforce, I predict more and more PR agencies will warm up to this idea, finding they can save on commuting time and costs, while increasing productivity and satisfaction.
How to Be UGLY: Finding Your ZAG with Marty NeumeierCrocs. Cake Pops. Uggs. Snuggies. What do all these have in common? Well, you probably hated them before you loved them. Uggs were ugly, Cake pops were foreign, and Crocs were for geezers.
Turns out, these products had some genius behind them. That genius is called ZAG.
So, what is ZAG? Marty Neumeier describes it in his book, Zag: The Number One Strategy of High-Performance Brands, as the embodiment of what it means to be different.
Today, we all have a need for speed. Amazon ships overnight, Seamless delivers everywhere, messages send in seconds, and what used to take years to discover is now accessible with the click of a button. What comes with this fast-paced lifestyle is a heck of a lot of marketplace clutter.
Every day, the app store is flooded with new products, services, and indications that there really is no limit to progress. Peruse the supermarket isles and you’ll find twenty brands of toothpaste, thirty kinds of chips, fifty different cereals. Where do we even start?
As we struggle to block out all the clutter, we gravitate towards what’s really useful, or what seems the most interesting. In Neumeier’s words, we crave what is different, what stands out. In his book, he outlines seventeen checkpoints to breach before you can fully own your ZAG. Here are some of his main points that you want to keep in mind when creating a product and bringing it to market.
Hit ‘em where they ain’t
Imagine yourself standing at home plate, bat in hand. When the pitcher throws the ball, you swing hard and aim for the gap in right field, not directly at the shortstop.
As we speak, there are people out there looking for help, and they may not even know it yet. Locate a job that needs doing, and do it. Don’t try to squeeze your way into an already jam-packed market. The open spaces are there. You just need to find them, and the crowd will love you for it when you do.
Be the only [BLANK] that [BLANKS]
Today, when you wake up craving a waffle, all it takes is a trip to the freezer to satisfy that hankering. Sixty years ago, that wasn’t the case. When Eggo invented the first toaster waffle in 1953, they were able to say, “We just made the only waffle you can toast.”
As Neumeier puts it, if you can’t say you’re the “only,” go back and start over. Without your “only” statement, you can’t have ZAG.
A poor name is a drag
Though it won’t make or break you, a strong name accelerates your product’s popularity. Find a name that’s meaningful but catchy, interactive but understandable. Think Apple, Google, Nike, Oreo. Fun to say but filled with meaning, these names have become staples in household conversation.
What wave are you riding?
Today, trends come and go like waves. If you see the water swell, get in front of it and ride that wave home. When online shopping surged, eBay came around. Because today’s youth is addicted to smartphones, Pokemon Go was able to take over. Harness that momentum and bring your product to all the tanning, happy beach bums.
Let the revolution begin!
There’s always a bad guy. It’s just a matter of finding him and using him to your product’s advantage. Crocs are not cute sandals, cake pops need no fork, trendy boots freeze your toes and average, sleeveless blankets fall to the floor. These first four examples had clear enemies they used to propel their product forward. Find your enemy and prove that you are not them.
Who loves you?
Every product needs a community, but it’s not enough to simply identify your target market. Make an emotional connection with your customers and establish a loyalty that lasts. Chances are, if you remember their coffee order, or know they hate pickles, they’ll trust you with their daily indulgences.
Be brutal
Exercise self-discipline, and know when to say “no.” By trying to take on new competitors and expand your brand, you may put yourself on a playing field you’re not prepared to dominate. That, and you risk confusing your customers. Stick with your ZAG, and be careful before stretching yourself too thin.
Five Steps to Ghost Writing the Perfect BylineA byline article is a great opportunity for a client to tell their story. They can use their own words and voice and are typically positioned as an industry thought leader. Often written by public relations professionals, these articles are published with the client’s name. For PR pros, that means delivering a well thought out and written piece. Luckily, with a little planning and attention to detail, your byline article can be perfect. Here are a few tips to remember:
- Research: This sounds simple, but there are many factors you need to consider before writing. Reading past interviews of your client is a great way to get a feel for how he or she communicates and will help you to determine the right tone. Reviewing approved language on the client’s website and in their marketing materials, such as brochures and case studies, will help you accurately describe things like the company’s mission, products and more. In addition, make sure you research the publication in which the byline will be placed. This will help you understand how the publication wants pieces written.
- Plan and Outline: Creating an outline for your byline before you begin to write will not only help with time management, but it will also strengthen the structure of the piece. In the outline, you can include statistics, facts, key statements and more. The more detailed your outline is, the easier it will be to write the article. If you need to interview your client (which is always a great idea), this helps keep you on track.
- Write: With your research completed and a strong outline in place, you can get started writing. Research shows the best time to write is first thing in the morning, so make sure you carve out some time at the beginning of the day. Take time to stop and read what you have developed every so often to make sure you are on track. Also, give yourself time to write a good first draft – some people can do it in one sitting; others need more time – fine what’s best for you.
- Review and Edit: One of the most important steps in the byline writing process is editing. You should review your piece at least three times and always have a colleague review it as well. This will help you catch and correct issues or errors before sending the byline to your client for review.
- Get Approval: Having your client’s approval to send in the byline for publication is crucial. Not only does this step allow the client to be aware of exactly what you are submitting, but it will give them an opportunity to make updates or changes to the piece. In addition, make sure that your client approves the piece in writing before you submit to the publication. When submitting the piece, make sure your client’s name and title are included and accurate.
Following these steps can help you write a great byline on behalf of your client. Your client will appreciate it and you will feel confident each time the opportunity arises!
By Maggie Markert
10 Tips for Taming SurveyMonkeySurveys can be an excellent way to generate media opportunities and gather data to support your key messages. One of the most popular sites to use for creating surveys is SurveyMonkey. In order to produce the results you want, execution is key. However, if you’ve never used this tool before, it can be tricky. Below is a checklist of best practices for creating and promoting a survey for your PR or marketing program—this is no time to monkey around!
- Plan, plan, plan. The most important thing to do when planning a survey is to determine what your main objective is and to formulate the right questions in order to reach your ideal outcome.
- Think like your audience. When writing your survey, be sure that the questions and answers make sense and are easy to understand. You want respondents to be able to navigate through your survey without any hiccups caused by unclear wording.
- Spice things up. Use different types of questions to keep your survey interesting and your respondents engaged, i.e. multiple choice, ranking and open ended.
- Control V. You can manually type in each question and answer, or you can copy and paste into the text boxes. The latter can be a huge time saver if you already have approved text.
- Concise is nice. Make sure every question you ask gives information that will help you accomplish your main objective. Survey fatigue begins to set in after about 20 questions. Answer quality will decrease after that, so be mindful of the time commitment you’re expecting from your respondents.
- Be logical. Your survey may include multiple paths based on how respondents answer certain questions. This will require you to use the “page logic” and/or “skip logic” features. Page logic allows you to jump from a question on one page to a new question on a different page. Skip logic allows you to skip from a question on a page to a different question on the same page. Use these wisely to give respondents a more personalized experience.
- Practice makes perfect. You should have several people run through the test version of your survey multiple times, taking each path, in order to check for any malfunctions, errors, or mistakes in the logic.
- Pick your poison. Will you purchase respondents or use an existing list to deploy the survey?
- Leverage SurveyMonkey list(s)
- SurveyMonkey offers incentives to the people on their lists and handles the distribution of your survey for you.
- Email the link
- You can create a custom list or use an existing list to mail out the survey link with instructions.
- Post the link on social media
- You can easily share a link to the survey on social media platforms with a message asking your followers to complete it.
- Leverage SurveyMonkey list(s)
- Responsible for responses. If you purchase a SurveyMonkey list, you will need to specify the number of responses you need. The survey will automatically close when the desired number of responses has been reached. There is a required minimum of at least 50 responses.
- It’s all about results. You will be able to view the results several ways.
- Question Summaries – This gives you a breakdown of every answer for every question. The information is presented in a bar graph with percentages, as well as in a chart with physical numbers and percentages. This is the easiest to read and most helpful option for analyzing the results of your survey.
- Data Trends – This utilizes bar graphs to portray any trends that may have occurred within each question.
- Individual Responses – This allows you to view each completed survey, one by one, to see how every respondent answered each question.
- Excel Export – This gives you the option of downloading an Excel spreadsheet with all of the results by clicking “Export All.”
With SurveyMonkey, you can develop, distribute and analyze your survey to provide reporters with important statistics and proof points. Getting reporters to cover your survey results requires effective execution and promotion. Remember these 10 tips and get started on your survey today!