I recently sat down to listen to the PRWeek webinar, “From Intuition to Insight: Leveraging Data to Refine Your Craft and Deliver Proven Results.” The main takeaway – that should be obvious for anyone who has been working in PR for more than a minute – is that PR expectations are growing, and clients are demanding a mastery of PR measurement.
It feels like it wasn’t that long ago that I was helping to print, three-hole punch, drop into sheet-protectors, and add to a binder – hundreds of articles, what we PR folks call “clipbooks,” to give to our clients as evidence of our hard work and visible results. But news has largely since transitioned away from being dominated by print, TV, and radio, into the online realm, via digital magazines, Instagram stories, TikTok videos, Instagram Reels, Facebook feeds, LinkedIn posts, YouTube channels, Medium blogs, Reddit communities, podcasts, and more that I am probably failing to mention. But without all kinds of tools, it can be difficult to put a “value” on securing coverage on these various channels.
Therein lies the problem – how do you measure the true value of PR? Data analytics is no longer a “nice to have” – they are a significant part of the PR role. Every PR person should (already) be thinking – how can we as PR pros most efficiently and effectively leverage data to demonstrate the value of what we do?
Cision and PRWeek’s sixth annual 2023 Global Communications Report found that analytics and reporting, or attribution and ROI, are top priorities for more than 38% of communication professionals; yet, with 50% of communications leaders struggling to convert data into actionable insights, it’s not surprising that more and more brands are turning to agency partners to help bridge the gap.
Measurement is not a buzzword. It is the best way to show the value of our work and help us to make better strategic decisions to move brands ahead.
The Economy’s Impact on the PR Industry
The media industry has announced more than 17,000 job cuts as of June 2023, marking the highest year-to-date level of cuts on record, according to a recent report from Challenger, Gray & Christmas.
That means journalists are getting squeezed – pressured to write more articles, with less staff, while it seems like the PR field, like bamboo in a tropical climate, is growing like wildfire. The ratio now stands at 6.2 PR pros for every one journalist, which means we are all competing to grab attention from a smaller pool of journalists and fighting for the same ink.
A May 2023 MuckRack PR survey found that over 70% of PR professionals anticipate securing earned media will become more challenging over the next five years, and more than half are concerned about getting journalists to respond to pitches. Surprising? Not at all.
PR budgets also shrunk in the second quarter of 2023 and have not risen for more than a year, according to the latest IPA Bellwether Report. For those of you in the back who may not have been working yet during the last economic downturn, marketing budgets are often the first items to get slashed when things go south because PR and marketing are considered to be “soft” or “non-essential” costs.
Why Is There a Growing Focus on Data-Driven Insight?
Those of us who have worked in the field for some time know that PR is both an art and a science. It’s not lead gen, but contributes to brand awareness and credibility, and therefore, ultimately lead gen. Coverage by the media is the number one driver of credibility and should be recognized for its value in the lead gen funnel.
It can be hard for PR pros to try to explain everything we do in numbers because it’s not so black and white. But we can’t hide from the data, because it’s part and parcel of the “why” behind everything we do.
More CMOs are now reporting directly to the CEO – up 47%, according to a 2019 McKinsey study: Marketing’s moment is now: The C-suite partnership to deliver on growth. CMOs are now seen as strategic advisors by the business and need faster access to data to report to their boards and C-suite. The CMO’s rapport with the C-suite is crucial for establishing marketing’s role as a growth driver. The McKinsey study found that 83% of global CEOs said marketing can be a major driver of business growth.
A silver lining from the COVID-19 pandemic is that the C-suite now better understands what communication pros bring to the table and the impact of what communicators do.
Stay tuned for my next post where I will continue this discussion by sharing key things for PR people to know about PR measurement, the top use cases, where to begin with PR measurement, and how to leverage data in storytelling with the media.
To learn more about how Zer0 to 5ive can help drive visibility and industry leadership for your company drop us a line.
By Sydney Stressman
I have worked with Steven Aquino many times and have gotten to know him well over the years. His work as an accessibility and assistive technology reporter holds so much importance. He has my utmost respect. Today, I had the opportunity to interview Steven about his job, reporting on accessibility in the technology sector, and his perspective on working with public relations professionals.
Thank you, Steven, for taking the time to share your insights with me. You can read Steven’s stories on Forbes here: https://www.forbes.com/sites/stevenaquino/
Can you briefly introduce yourself and your background as a technology reporter?
Hi there! My name is Steven Aquino, and I’m a freelance technology reporter based in San Francisco. I’ve been running a one-man newsroom full-time since May 2013.
You can read more about my journey on my portfolio site.
As to my beat, I cover all things accessibility and assistive technologies. Classically, that pertains to the hardware and software of products like the iPhone. Over time, I’ve grown and evolved my coverage to encompass lots of ways disability and technology intersect. They include healthcare, adaptive clothing, autonomous vehicles, and even Hollywood with film and television. So long as tech companies such as Amazon and Apple insist on leveraging their massive war chests to roll their own streaming services, the tie-ins will remain strong and utterly relevant.
How long have you been reporting on technology/DEI topics, and what motivated you to focus on this field?
As I said, I’ve been a journalist since 2013. Next May marks 11 years.
How I got started in the industry is kind of a long story, but suffice it to say I’ve always loved to write and I’ve always been told I’m *really* good at it. In my prior life teaching special education preschool, I was the school’s unofficial IT person—always setting up devices like computers, iPads, iPods, and more. We used iPads to augment the curriculum with my students, and I wrote about it in my first-ever bylined story. That story immediately went semi-viral, so much so that it got picked up by Apple and their PR team reached out, which led me to snowball to opportunity after opportunity after opportunity that shaped what my career looks like today.
Can you share examples of successful collaborations or interactions you’ve had with PR reps? What are some common misconceptions reporters might have about working with PR folks?
I have experience covering companies big and small, from behemoths like Apple, Google, and Microsoft to smaller, scrappy startups. I’ve attended media events and received regular review units of key products such as the iPhone. Those all involved cultivating and nurturing relationships with PR folks over all these many years.
As for misconceptions, I think reporters are oftentimes jaded in thinking PR folks exist merely to market and push happy/favorable coverage. That’s true to a certain extent, but the majority of my interactions are with people who not only have a job to do for a living, but who are genuinely interested and believe in whatever they’re selling.
What communication strategies do you find most effective when working with PR professionals, such as pitches (length), press releases, research, and more?
I typically work with the usual email pitches and press releases. I also find email interviews more accessible for me, although I know you learn in journalism school they aren’t the best because it’s harder to press people and ask follow-up questions. I get that logic, but email interviews really do make my job easier and more expedient.
I’ve also found texting with PR people more accessible too. It’s easier and more efficient than using email and has the side benefit of being an avenue by which to cultivate the personal end of the relationship. I’m very much an introvert, and texting has enabled me to establish long-standing relationships with people that transcend work. It’s been a great tool with which to network on multiple levels. Of course, I’m not super close with every single person this way, but the point is having a person’s personal number implies trust and care.
How can PR professionals best tailor their communications to meet the needs of technology reporters? Are there any specific elements or information that you consider essential in a press release or pitch related to technology/DEI topics?
I think it’s important not just to mass-mail a press release and call it a day. If possible, I think it’s more prudent (for both of us) to have the comms person tell me a story—tell me what, then why, and let me decide. Sometimes a press release is okay and all I need, but more often they feel sterile and lack the deeper context that’s crucial for my reporting on such an abstract, wide-ranging topic and community.
What are some best practices for PR professionals to build positive relationships with reporters of any beat? How can they effectively pitch stories and information to you?
Don’t be transactional. I know what your job is and you know mine. But we’re also human beings who thrive on interpersonal relationships. You don’t have to be besties with everybody—that’s impossible—but some of the best relationships I enjoy right now masterfully straddle that line between professional and personal. And we’re both better off.
Is there anything else you’d like to share with our readers about the dynamics of working with PR professionals?
Three big points I get asked about an awful lot.
- Just because I agree to interview your client does not automatically guarantee coverage on my end. It’s kinda like a job interview—I’ll interview a bunch of people, but I’m not hiring all of them.
- I’m not sending you interview questions in advance unless we’ve agreed on doing an email Q&A.
- And I’m definitely not sending you my story prior to publication so you and/or your client can inspect it. That’s not at all how reporting works, unless in certain circumstances.
By Lindsay Hull
Kara Arundel, Education Reporter at K-12 Dive
I’ve been fortunate to collaborate with Kara Arundel, who currently serves as an education reporter for K-12 Dive, on various educational stories over the years. Normally, it’s Kara who works her journalistic magic to interview my clients. However, today, I had the honor of interviewing Kara to gain her perspective on working with public relations professionals and achieving effective communication. She also generously shared some valuable advice for those in the field of PR.
Thanks to Kara for taking the time to conduct this interview with me! You can read Kara’s stories on K-12 Dive here: https://www.k12dive.com/editors/karundel/
Introduction
LH: Can you briefly tell us about your background as a K-12 education reporter?
KA: I knew I wanted to be a news reporter since I was in middle school. I still feel so lucky I am still working in a job I love and am passionate about. I am a senior reporter at K-12 Dive, a publication of Washington, D.C.-based Industry Dive, which is a business journalism company. Here, I cover national education issues from birth through grade 12. Specific education topics I write about include early childhood education, special education, education funding and Congress.
LH: How long have you been reporting on education topics, and what motivated you to focus on this field?
KA: I have worked as an education reporter for the past two decades, first at newspapers in Virginia and Florida, and more recently for online publications. Everywhere I’ve worked, I’ve met people dedicated to improving schools and supporting students. I’m so grateful to everyone who has helped me tell these important stories.
Collaboration with PR Professionals
LH: Can you share examples of successful collaborations or interactions you’ve had with PR reps?
KA: My daily reporting is very much influenced by PR professionals, whether they are alerting K-12 Dive of an upcoming release of a report, a meeting about a top-of-mind topic, or an innovative school-based program.
Some of the most successful collaborations I’ve had with PR professionals happen when they hear about a school- or district-based promising practice and share that information with me. I can then dig into that topic and ask school and district-based educators what steps were taken to make that program successful, what were the roadblocks and what advice would they have for others who may want to replicate the model. Our readers appreciate learning about how schools and districts are addressing barriers in education, such as chronic absenteeism, teacher shortages and funding shortfalls.
We like to focus on these advice-driven stories and include the real-life examples of the efforts educators are undertaking in the schools. PR professionals are extremely helpful in alerting us to these examples.
Effective Communication
LH: What communication strategies do you find most effective when working with PR professionals, such as pitches (length), press releases, research, etc.?
KA: The communication strategies from PR professionals that I find most effective are emails pitching a unique education-related angle, a promising practice, insights into school and district operations, and data or research about timely education issues.
LH: How can PR professionals best tailor their communications to meet the needs of education reporters?
KA: We receive many emailed pitches a day and honestly it can be difficult to sort through all the messages. This is why the subject line is critical to encouraging reporters to open the message to learn more. I do try to read all my messages, but I would encourage PR professionals to send follow-up messages or to call reporters if they don’t get a response.
It is helpful when pitches are as specific as possible. That said, I also respond to and appreciate shorter emailed pitches that give a brief overview and ask if I’m interested in learning more.
At K-12 Dive, we write a mix of shorter articles, called briefs, and longer articles. The longer articles often take several days of reporting and interviews with multiple sources. I appreciate pitches for both of these story formats.
LH: Are there any specific elements or information that you consider essential in a press release or pitch related to education topics?
KA: One of the biggest pieces of guidance I can share is how important it is for education PR professionals to read the education news so they can help put a spotlight on unique activities that relate to current issues facing schools. I really appreciate pitches that highlight real-life examples or case studies of how a school or district is addressing problems in education.
Pitches that are sent ahead of an anticipated news event, such as an offer to review an embargoed report or an interview with an education professional, are most helpful as we plan our short- and long-term news coverage. Also, it is key for reports and press releases to include dates so we can verify how timely the release is.
Story pitches that are overly promotional of a product or service from a for-profit business tend not to get as much attention because our news stories cannot be viewed by readers as being influenced by paid or sponsored content.
Advice for PR Professionals
LH: What are some best practices for PR professionals to build positive relationships with reporters of any beat?
KA: I view the work between news reporters and PR professionals as teamwork in sharing stories with readers to help them better understand a topic. It’s most helpful when PR professionals understand that our news stories can’t promote a for-profit service or product.
LH: How can they effectively pitch stories and information to you and your colleagues?
KA: The PR professionals I work with most frequently have proven track records of being trustworthy and reliable. They have delivered on promises of interviews with education leaders, are available for clarifying follow-up questions and are familiar with our news coverage. They also are understanding when an interview or pitch doesn’t lead to a story. I am often working on several stories at the same time and, depending on the news cycle, I may request an interview or information right away or several weeks or months after the first pitch was sent.
It’s helpful for PR professionals to know the “beats” or focus area of each reporter so they can tailor messages to the reporter for that specific topic. The K-12 Dive team talks regularly, and we are all familiar with what stories each of us is working on so there is no duplication of efforts.
Closing Thoughts
LH: Is there anything else you’d like to share with our readers about the dynamics of working with PR professionals?
KA: I strongly believe that there are a lot of untold stories in education. Don’t be hesitant to pitch a story idea to reporters even if you are unsure how it may land. There are several times I will get a story pitch and it aligns with an article I’m already working on — or sparks a new idea. We all need to help tell the stories about the challenges and successes our schools are facing.
By Sydney Peterson
Public relations or “PR” professionals are often working behind the scenes to help support business goals. PR work includes a wide range of responsibilities from reputation management to developing PR strategies, to drafting press releases and pitching stories to the media. In 2015, National Publicist Day was founded on October 30 as a day to celebrate and show appreciation for professionals working in the public relations industry. In honor of National Publicist Day, Zer0 to 5ive employees shared insights from their experiences and advice for current and aspiring PR professionals.
Here are six tips on working in public relations from the team:
“Be proactive and curious! Your managers, colleagues, and, especially, your clients love when they see proactivity and ongoing curiosity from you whether it be in the form of newsjacking/rapid response opportunities, asking questions related to a client’s industry, and more. These things help show that you are not only eager to get results but that you are being creative in your thinking and strategy. Being able to continually showcase both of these characteristics will take you far in PR and they will help you generate a greater impact.” – Maggie Markert, Director
“Read a lot! Reading and subscribing to industry newsletters can help you stay up-to-date on trends and current topics that are being covered.” – Annmarie Ely, Senior Strategist
“I once received invaluable advice from a professor who emphasized that PR is far from glamorous moments in a limousine with celebrities. Her words proved to be spot-on. What I’ve learned is that successful PR hinges on the cultivation of relationships. The capacity to engage with clients, peers and colleagues, journalists, stakeholders, and the public holds utmost importance.” – Lindsay Hull, Principal
“Be sure to know your publications – best contacts, what they’re covering, if they accept bylines, etc.” – Chelsea Lindner, PR Strategist
“Don’t let the inevitable “no” discourage you when it comes to pitching. It’s very common to encounter more negative responses than positive ones in the world of PR. Journalists often find themselves buried under a mountain of tasks and competing deadlines – they can’t say yes to every story. When you do receive a “no,” don’t hesitate to ask for feedback. Was it a matter of timing, scope, or a misalignment with the outlet’s focus? This feedback can provide valuable insights to inform your next pitch and increase the likelihood of a positive response down the road. The key to mastering the art of PR is persistence. Keep refining your pitch, honing your message, and approaching it from different angles. Repeated “no” responses can be valuable lessons that help you better understand what resonates with your audience.” – Andie Levine, Director of Content and Social Media
“PR is not for the faint of heart, it takes persistence, tenacity, a thick skin, ability to multitask 1,000 things at once and work under constant deadlines and pressure, for starters. So, if you are interested in PR, go into an area of PR that you have a passion for or are interested in. For example, technology, travel, fashion, food, public health, entertainment, video games, politics/policy, crisis comms…There are so many different options. Working in an area you love will help you get through the tough times.” – Jennifer Moritz, Managing Principal
To learn more about how Zer0 to 5ive can help drive visibility and industry leadership for your company drop us a line.
By Sydney Peterson
Happy Book Lovers Day! At Zer0 to 5ive, we’re excited to celebrate this holiday as we value the opportunity to expand our knowledge through reading. Are you looking to learn more about PR and marketing? Explore one of our recent blog posts highlighting industry-related books.
Three Takeaways from the Book, “Pitch Perfect: How to Say It Right the First Time, Every Time,” That Can Be Applied to PR and Media Interviews
The book “Pitch Perfect” shares lessons that can help clients improve their communication skills. Distilled into seven principles these lessons can be applied to public speaking, interviews, or any important conversation. In this blog post, we look at three that are especially relevant for PR and media interviews.
Adam Grant’s “Think Again” Teaches Us to Stay Curious – and Ask (a lot) of Questions!
In Adam Grant’s, “Think Again,” he discusses how things might improve in our work and personal lives if we keep an open mind. There are three key tools we cling to, says Grant, and those are evenly distributed between our assumptions, habits, and instincts, leaving out the most valuable, “having an open mind.”
How Boxing Is Like Social Media – and How to Land Those Killer Blows with Outstanding Content
Learn about the six characteristics of compelling social media content that are outlined in Gary Vaynerchuk’s book, “Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World.”
Looking for More PR and Marketing Book Recommendations?
Check out our full recommended reading list. Happy reading!
By Sydney Peterson
Andie Levine, Director of Social Media
1. What types of social media campaigns have you worked on at 0to5?
There have been a few exciting campaigns I’ve been fortunate enough to be a part of. In 2021, I helped Sony AI announce Gran Turismo Sophy, their breakthrough AI agent, which started with a series of cryptic posts hinting at a big announcement on the way. Across all channels, the organic campaign generated 650K social media impressions, 15K link clicks, and 2.2K new followers in a week.
In addition to global announcements, I’ve helped companies establish their presence at industry conferences, accelerate recruitment efforts, launch new products and services, and participate in national awareness days.
2. What is your favorite part about working in social media?
There are general best practices to follow, but there isn’t a “one-size-fits-all” strategy that can be applied to each client – which is my favorite part about working in social media! Each organization that comes to 0to5 for social media support has a unique set of goals it is working to achieve through its social media presence. Our job is to find creative ways to meet those goals that resonate with their target audience.
Social media also keeps you on your toes. There are new platform updates weekly, and understanding how each new feature works is essential. It is mentally stimulating, and there is no shortage of new things to learn!
3. What are some brands or campaigns that you admire?
There are so many great B2C brands out there that – rightfully so – get a lot of attention for their fun and often-viral content. However, there’s a misconception that B2B companies can’t also have fun and creative social media. A few great examples I like to point to are: Salesforce, IBM, and Gartner.
4. How do you think social media has evolved since you started your career?
The technological advancements, even in just the past year, are impressive. There are more ways to share content than ever before, which has led to more opportunities for impressions, engagement, leads, etc., which is exciting but also easy to get caught up on. But as much as it has evolved, its ethos has remained the same. At the heart of social media, being transparent and offering value to your audience works.
5. Where do you see social media going in the next few years? What trends are you excited about?
I like that social media is becoming more accessible and conversational for B2B organizations. In the beginning, many felt that their online presence needed to be super polished and sterile – and for some industries, this resonates with their audiences! – but now, they are more willing to lean into “being real.” I’m glad to see companies ditch stock photography in favor of images of their real employees or customers. Even a quick photo snapped on an iPhone is better received than a stock photo.
6. What is your advice for creating more engaging social media content?
If you’re struggling with engagement on social media, you’re likely not sending the right messages to your audience. Start by clearly identifying your top two to three audiences. You should already have a good idea of who your buyer personas are through research, surveys, and customer pain points. After identifying their key challenges, develop content around how your organization can help address them.
7. What are some great resources or blogs to follow for someone who wants to accelerate their career in social media management?
I’m a big fan of Hootsuite. Not only do we use their platform here at 0to5, but I highly recommend their webinars to anyone interested in staying on top of the latest and greatest social media trends. What’s more, the great thing about social media is that you don’t need a client to show off your skills! Your channels can serve as a case study for your ability to create professional, engaging content.
8. What does being Zer0 to 5ive’s Director of Social Media mean to you?
Zer0 to 5ive has a remarkable depth and breadth of expertise and talent, making us a valued partner for organizations building a brand and market presence. As Director of Social Media, I get excited to work with organizations ready to take their social media to the next level: whether this means revamping existing accounts or creating them for the first time.
Social media is sometimes easy for companies to overlook. After working with 0to5, I hope our clients can see the value in creating impactful social media strategies that drive brand growth, engage audiences, and deliver measurable results. In this role, I want to help clients navigate the ever-evolving digital landscape and position them for success in their marketing and PR endeavors.
To learn more about how Zer0 to 5ive’s team can help your company, visit our PR and social media page, or drop us a line.
By Lindsay Hull
Generative AI tools, like ChatGPT, have been all the rage this year. In fact, ChatGPT is on track to surpass 100 million monthly active users, according to data. For PR professionals, generative AI tools hold tremendous opportunities. In this blog post, we will explore a few ways that PR pros can utilize generative AI to enhance and improve productivity.
1. Idea and Brainstorming Partner
Generative AI tools provide a unique opportunity for PR professionals, who can use AI as a virtual brainstorming partner. By inputting a topic or challenge, these tools can generate ideas and suggest fresh angles and concepts that could potentially fuel creative thinking during brainstorming sessions. Plus, as AI is constantly improving, the quality of its output is ever-increasing – meaning that in the future it will be able to offer even more original suggestions.
2. Making Content Generation More Efficient
Generative AI tools can be used to create compelling content for blog posts, social media posts, and more. Through using these tools, PR professionals can provide prompts and generate drafts, headlines, or creative ideas that can then be refined and polished. The use of generative AI allows for a more efficient process when creating content for multiple platforms and various audiences.
3. Easily Craft Key Messages
Generative AI tools can be used by PR pros to quickly create talking points and key messages. By providing the necessary data and context, these tools can generate starting points that can then be adjusted and customized. This allows PR professionals to quickly produce content that is creative, unique, and tailored to the specific needs of their clients; all without needing to spend time creating copy from scratch.
Important Note
It is essential to remember that generative AI tools are not foolproof, and any content generated must be edited carefully to best suit the requirements of your client, as well as reworked to ensure you are not rehashing someone else’s content. An MIT Technology Review article recently quoted an expert saying “they (ChatGPT) are predictive systems that are generating the most likely words, given your question and everything they’ve been trained on.” It is important to take the time to go over the output thoroughly, ensuring that it meets expectations and accurately conveys a client’s message. Additionally, it is critical to remember that automated content generation should never replace manual effort; a human touch and careful review is required to ensure the best output. PR professionals should be providing the strategy. We should not be using AI content at face value, but rather as a starting point for our own creativity.
Leveraging the Latest Tools to Stay Ahead of the Curve
Generative AI tools have opened up a world of possibilities for PR professionals. From utilizing them as idea generation partners to making content generation more efficient, Generative AI tools are arguably some of the most powerful tools available to assist with strategic PR efforts. We should all be looking for ways we can use this type of technology to stay ahead of the curve.
What are some other implementations of AI in your daily work that you are finding useful?
By Sydney Peterson
Andie Levine, Director of Social Media
1. What types of social media campaigns have you worked on at 0to5?
There have been a few exciting campaigns I’ve been fortunate enough to be a part of. In 2021, I helped Sony AI announce Gran Turismo Sophy, their breakthrough AI agent, which started with a series of cryptic posts hinting at a big announcement on the way. Across all channels, the organic campaign generated 650K social media impressions, 15K link clicks, and 2.2K new followers in a week.
In addition to global announcements, I’ve helped companies establish their presence at industry conferences, accelerate recruitment efforts, launch new products and services, and participate in national awareness days.
2. What is your favorite part about working in social media?
There are general best practices to follow, but there isn’t a “one-size-fits-all” strategy that can be applied to each client – which is my favorite part about working in social media! Each organization that comes to 0to5 for social media support has a unique set of goals it is working to achieve through its social media presence. Our job is to find creative ways to meet those goals that resonate with their target audience.
Social media also keeps you on your toes. There are new platform updates weekly, and understanding how each new feature works is essential. It is mentally stimulating, and there is no shortage of new things to learn!
3. What are some brands or campaigns that you admire?
There are so many great B2C brands out there that – rightfully so – get a lot of attention for their fun and often-viral content. However, there’s a misconception that B2B companies can’t also have fun and creative social media. A few great examples I like to point to are: Salesforce, IBM, and Gartner.
4. How do you think social media has evolved since you started your career?
The technological advancements, even in just the past year, are impressive. There are more ways to share content than ever before, which has led to more opportunities for impressions, engagement, leads, etc., which is exciting but also easy to get caught up on. But as much as it has evolved, its ethos has remained the same. At the heart of social media, being transparent and offering value to your audience works.
5. Where do you see social media going in the next few years? What trends are you excited about?
I like that social media is becoming more accessible and conversational for B2B organizations. In the beginning, many felt that their online presence needed to be super polished and sterile – and for some industries, this resonates with their audiences! – but now, they are more willing to lean into “being real.” I’m glad to see companies ditch stock photography in favor of images of their real employees or customers. Even a quick photo snapped on an iPhone is better received than a stock photo.
6. What is your advice for creating more engaging social media content?
If you’re struggling with engagement on social media, you’re likely not sending the right messages to your audience. Start by clearly identifying your top two to three audiences. You should already have a good idea of who your buyer personas are through research, surveys, and customer pain points. After identifying their key challenges, develop content around how your organization can help address them.
7. What are some great resources or blogs to follow for someone who wants to accelerate their career in social media management?
I’m a big fan of Hootsuite. Not only do we use their platform here at 0to5, but I highly recommend their webinars to anyone interested in staying on top of the latest and greatest social media trends. What’s more, the great thing about social media is that you don’t need a client to show off your skills! Your channels can serve as a case study for your ability to create professional, engaging content.
8. What does being Zer0 to 5ive’s Director of Social Media mean to you?
Zer0 to 5ive has a remarkable depth and breadth of expertise and talent, making us a valued partner for organizations building a brand and market presence. As Director of Social Media, I get excited to work with organizations ready to take their social media to the next level: whether this means revamping existing accounts or creating them for the first time.
Social media is sometimes easy for companies to overlook. After working with 0to5, I hope our clients can see the value in creating impactful social media strategies that drive brand growth, engage audiences, and deliver measurable results. In this role, I want to help clients navigate the ever-evolving digital landscape and position them for success in their marketing and PR endeavors.
To learn more about how Zer0 to 5ive’s team can help your company, visit our PR and social media page, or drop us a line.
By Sydney Peterson
According to research by PRovoke Media, the PR industry grew by nearly 11% in 2021. Public relations can be powerful for your organization if you use PR to its full advantage. A strong and well-implemented PR strategy can help increase visibility and awareness and build trust and credibility with your key audiences.
Whether you want to improve your business’s PR efforts or hope to get started, one of your first steps in moving forward will be drafting a PR plan. To prepare a PR plan to set your organization up for success, it is essential to consider these four elements.
1. Know Your Brand
Deeply knowing your brand is the first important step in your PR plan. Your brand must be consistent through your website, social media, marketing, and any other external messaging. Your brand is everything about the business: who you are, what you do, how you look, and who you appeal to. If your brand’s image doesn’t match the mission you want your organization to represent, now is the time to change it. It is never too late to give your brand a refresh. If you are already content with your brand, then your PR plan can focus on other areas. In this case, ensure your newly drafted plan aligns with your current brand.
2. Know Your Target Audience
Now, who do you want to appeal to? Who is your existing audience? When evaluating your target audience, you should first ask these questions. If you aren’t seeing the results you hoped for with your business, reassess whose attention you’re grabbing. For example, you should consider which media outlets your target audience would follow and strategically target those outlets to reach your audience. After cross-referencing your current audience and your target audience, make a list of who you’re missing. Then, you are ready to draft a strategic PR plan to reach your target audience.
3. Know Your Goals
When outlining your objectives and strategy, remember to keep the big picture in mind. When defining your goals, it can be beneficial to include input from different people at the organization. Employees from different departments, positions, and backgrounds can offer unique perspectives that can help inform your strategy and make it stronger.
4. Know How You Will Measure and Track Results
As we all know, there is always room for improvement in both business and personal life. There is no time like the present to assess performance benchmarks and identify critical metrics for your organization. Measurement is vital for understanding where to focus going forward. It helps to be selective when choosing targets for improvement to ensure a high achievement rate in these areas.
Once the plan has been developed with input from across the organization, you will be set up for success to begin implementing your strategy and, using PR to improve your brand’s standing in the marketplace. This will allow you to utilize the power offered by a strong PR strategy.
By Maria Koblish
It’s no secret that launching a startup is a considerable risk that requires a lot of work. From product development to marketing to sales, executives have their hands full. In an ever-expanding tech-savvy industry, startup businesses must understand the vital role digital marketing plays in their success.
Digital marketing is essential for any tech startup to get off the ground. Digital marketing efforts can have a direct impact on the following actions:
- Increasing Brand Awareness
- Product Promotion
- Building an Audience
- Capturing Leads
- Acquiring Customers
- Sales
We have looked back on our work with leading tech companies and startups to ease this impending workload. Here are seven essential tips to help any tech startup with its digital marketing strategy.
1. Identify the Target Audience
There’s no better way to begin a list of digital marketing tips than here: defining the target audience. Step one of any business plan, marketing strategy, or PR activity starts with understanding who you’re speaking to. Start with generally defining — who is your audience? What are their demographics? Then you can get business-specific. How would this group benefit from your business? How would they research products online? How do they use social media?
Marketing connects a business to its intended audience and entices them to interact with its product or service. Once you define that audience, the actual campaign can begin.
2. SEO Optimization is Key
Keywords aid in search engine optimization (SEO) to pay-per-click (PPC) advertising; they act as the first step to bringing in target audiences and awareness to your startup. The more relevant the keywords are, the better your chance of bringing in that awareness and desired audience.
How do you determine those keywords? Google is a handy and free tool that many marketers use. Put yourself in the shoes of your target audience and search away, but pay attention to Google’s predictive text suggestions, aka the “people also ask” and the “related search” features.
Along with gathering the correct keywords to use, be sure to:
- Identify the funnel stage: Your keywords must differ for each potential customer at different sales funnel stages.
- Track existing similar content and keep your keywords organized: Don’t let two or more pages on your website target the same keyword because you will be competing against yourself, hurting your rankings.
- Collect branded keywords: This is geared toward PPC ads: target branded keywords in your marketing campaign to differentiate yourself in the digital landscape.
3. Monitor Competitors
While your competitors may seem like enemies, they can be your greatest asset. Here’s how to leverage their strategies for your benefit:
- Differentiate from competitors via messaging and content
- Review competitor case studies and learn what works for them
- Check their social media accounts to see what’s resonating with their audience
- Review the content they are publishing
- Identify their rank in terms of SEO, content, media coverage, and more
Everyone’s information is out there. You can use it to your advantage while maintaining the integrity of your business.
4. Maintain an Optimized Website
Google is the driving force behind website optimization. It works off of algorithmic scanning to assess the quality of content to provide the most relevant content to the user.
Google’s ranking system is activated by how long people stay on your site — the higher the quality, the higher the engagement, and the more optimized your site ranks in a keyword search. Knowing that makes it all the more important to play Google’s game and use the algorithm to your advantage. If you want to learn more about how SEO works, check out this blog post.
Maintaining a quality website not only makes your business look better to the customer, but to the search engine as well.
5. The Importance of Social Media
Today, globally, more than 4.74 billion people use social media. Your potential customers go on social media daily to interact with peers and favorite brands. It’s essential to position yourself through organic and paid social media as a key part of your audience’s online life. It will drive lead generation and create a sense of community.
6. Keep an Active Blog
Prioritize keeping an active blog on your company website. Offer personal findings oriented towards your business, tips and tricks, and general content to support your audience during their time on your site. Demand Gen Report revealed that 47% of buyers viewed at least three to five pieces of content before they engaged with a sales rep, making the content you post essential.
These blogs are a great asset on social media channels. Sharing blogs on Twitter, LinkedIn, etc., increases traffic to your website and creates a community within your audience. Blogs can also help you to rank for more keywords on search engines, garnering more activity and lead generation.
Staying on top of a blog on top of everything else that comes with launching a startup can be challenging, so getting all team members involved keeps the work dispersed and consistent.
7. Have a System to Track Results
It doesn’t matter how much work you put into your digital marketing strategy without one thing: analyzing the results. All the planning and execution in the world mean nothing without it. Ensure that you can measure the impact of your efforts on marketing channels like social media, email, search engines, and your website to track your startup’s growth. In another blog post, you can learn more about how UTM codes can help track results.
The complexity of launching a startup continues after digital marketing. But prioritizing these practices can simplify the process, setting your business up to welcome impressive success and growth.