ZB Group

earned media

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How Nuance is Relevant when Working with the Media

Image by Shotkitimages from Pixabay

“Nuances are subtle shades of anything and everything. To notice and live them is a very refined way to experience our life,” writes Diane Von Furstenberg, the legendary fashion designer, philanthropist, and trailblazing businesswoman in her latest book, Own It The Secret To Life profiled by Vogue.

She shares her life secrets and advice with readers by spotlighting particular words starting with the letter A-to-Z. Nuance is included in the N grouping. She explains in the book, “To achieve this task, I picked words that speak to me most and reflected on their meanings.”

The word nuance resonates with us. Like any professional service business, ours has nuances inherent to the elements involved when we garner media coverage for clients. For an inside look, here are nine instances where nuance comes into play during the process.

Target Media List

Where do you start? Define your audience – who do you want to reach? We identify the appropriate media outlets and curate a list that aligns with your audience and marketing goals. We also monitor media opportunities that arise and may be a good fit for your story, potentially adding them to our list.

Supporting Materials

High-resolution images and quality video that help describe or tell your story are important to have on hand. We advise on what kinds of digital assets are suitable for the media’s purposes and use. In addition, we create press materials that convey the nuances of your business and why it’s newsworthy.

Spokesperson

Who will speak on behalf of your company? Consider the CEO, founder, a designer, research specialist, marketing executive or someone involved with another aspect. An author, industry expert or popular personality who is partnering with your company on an event or brand initiative, may also be appropriate.

Media Outreach

We understand the nuances and needs of the different types of media and reach out with story ideas created specifically for the journalists, bloggers, podcasters, or influencers. Some may be interested in an interview while others in content for their columns, segments, roundups, trend pieces, or bylined articles.

Message Communication

We explain the nuances of how to share your key messages in a clear, concise, non-commercial way to inform the outlet’s readers, listeners or viewers so they will want to learn more.

Interview Types

Zoom, in-studio, by phone, or via a written Q&A, are all potential interview formats. We help spokespeople master the nuances of each type beforehand, so they are comfortable regardless.

Interview Questions

In most cases we will be able to share the types of questions in advance, but generally not the exact ones. As in any conversation, sometimes one question leads to another that can’t be foreseen. Therefore, the spokesperson must be prepared to answer any questions in a calm, confident manner.

Advance Preparation

Preparation is key! Practicing prior to an interview will help ensure the spokesperson is ready and confident. We conduct mock interviews and share tips concerning the nuances of body language, delivery, messaging and interview etiquette, among others, so the interview goes well and smoothly.

Merchandise the Coverage

Sharing the stories on your social media networks (tag the reporter and outlet in your posts), website, with staff, and in customer newsletters is beneficial. Each method has its own nuances but conveying the excitement of being featured by third-party influential sources to your community should be an overall goal.  

Questions?

Reach out and we’ll be happy to explain more.

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How Brands Can Build Positive Touchpoints with Four Media Types

Creating brand loyalty in the digital age is challenging but it’s on a more-level playing field. You must get consumers to think positively about your brand via different touchpoints. Shira Ovide, a technology writer for The New York Times, explores this in her column with the headline, “The Internet Broke Brand Loyalty.” Here’s a telling part of her piece:

“Think about the ways that you might have bought something in the Before Times – like, before 2010. Maybe you drove to your local hardware store looking for a cordless drill, and it stocked only Dewalt models. You trusted the store to sell a good product – or if you didn’t, it was your only option anyway. That’s what you bought. The retailer essentially made the choice for you, Mr. Levin and Mr. Lowitz said. (co-founders of Consumer Intelligence Research Partners) That’s not usually how we shop anymore. Instead of having that solo choice, we can browse the gazillion cordless drills on Amazon from our sofas and evaluate online customer reviews.”

The pandemic intensified “going online” making it often the first place consumers turn before purchasing goods and services whether by checking-out Amazon or major retail websites, company or brand websites, the news media, blogs, social media, online communities, trade publications, or influencers they follow.

Today, brands need to utilize the four main types of media under the communications umbrella to effectively reach and engage with prospects and customers. The PESO Model, created by Gini Dietrich, the founder of Spin Sucks, demonstrates how each media type ideally provides the greatest benefit when it’s integrated with the other ones.

The model blends paid, earned, shared and owned media, to establish credibility, trust and authority that fuels a brand reputation. Earned media includes building relationships with journalists, bloggers, podcasters, editors, writers, producers and influencers, so they share your story with their audiences – be it readers, viewers or listeners. For example, we garnered these for different clients; a major market radio interview, an interview with a national wire service, a featured story in The New York Times, a Q&A on a blog, a magazine article, a newspaper feature, a bylined article, and a conversation on a podcast.

The PESO Model illustrated in the graphic below, provides a clear framework for communicators like us to explain how the different media types work best in concert in today’s fast-paced evolving media landscape. Kudos to Gini for launching it in 2014 and sharing it widely ever since.

2020 PESO Model Graphic
Credit: Spin Sucks

At ZB Group, our services focus on the earned and shared media spheres within the headings earned media, community, partnerships, reputation and marketing communications, to achieve our clients’ goals. Please reach out to learn how we can add value and turbocharge your marketing campaign so that your brand is top-of-mind.

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October is National Women’s Small Business Month

Image: Pixabay

October is synonymous with beautiful fall foliage when nature “reinvents” itself as leaves lose chlorophyll and carotenoids are revealed. It is also National Women’s Small Business Month which recognizes the importance of our country’s female entrepreneurs. We are celebrating by featuring three women who embraced entrepreneurship and reinvention by either launching new businesses or becoming a first-time business owner.

These dynamic women changed course to focus on their passions and build a business. One as an owner of a bed-and-breakfast, another founding a skin care company and the third’s business provides equine based coaching workshops. There are roughly 12 million women-owned businesses in the U.S. according to the United States SBA.

ZB Group was proud to collaborate with these inspiring businesswomen. We shared the benefits that their businesses, products and services provide, and what led them to pursue their dreams, with the media, bloggers and influencers. Snapshots follow with a link to read about our specific collaborations and the media coverage garnered for each one.

Mary Passalacqua, Woolverton Inn

Mary Passalacqua and her husband Mario, are owners of a beautiful historic bed and breakfast in Stockton, New Jersey. Woolverton Inn is nestled on ten acres and surrounded by 300 acres of preserved farmland and forest. It is a convenient destination for year-round getaways, weddings, special events and corporate retreats. After spending more than 25 years working in corporate finance for large manufacturing companies, Mary realized a lifelong dream by purchasing Woolverton Inn in 2016. Today their thriving bucolic inn is a testament to Mary and Mario’s dedication to their guests and staff, investment in the property, commitment to the local community and savvy business acumen.

Idyllic Bed and Breakfast

Edye Dumhart, Edye’s Naturals

A mother of two and a lifelong athlete, Edye Dumhart didn’t plan to become an entrepreneur and a proponent of the benefits of organic skin care products, but she has immersed herself in both. She developed her first product, Edye’s Face & Body Butter, when she was unable to find wholesome non-toxic ones to help her rosacea, sunspots and wrinkles after years of competitive sailing and sun exposure. Through Edye’s hard work, foresight and enthusiasm, her line has expanded. It now features nine nourishing eco-friendly plant-based products. Edye’s Naturals can be found in many locations throughout New Jersey and Pennsylvania, at various seasonal craft shows, and on her website.

Edye’s Naturals

Marie-Claude Stockl, The Horse Institute

Located on 30 scenic acres about 100 miles north of New York City, The Horse Institute provides leadership development, team building and communication skills workshops, using Equine Assisted Learning. Founded by Marie-Claude Stockl and her husband Larry Stockl, they are two seasoned corporate executives who believed a different kind of experiential training was possible and necessary beyond the typical conference room and slide show presentations. The business utilizes Marie Claude’s communications expertise honed during her stellar career at Fortune 100 companies and her lifelong devotion to horses. Clients include major pharmaceutical companies and organizations.  

Corporate Training Company

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Join us in acknowledging the growing number of women-owned small businesses and their countless positive contributions.

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To Pitch or Not to Pitch in a Crisis? That is the Question.

COVID-19 has affected many facets of life from travel and the economy to schools and parenting.

During ordinary times, we reach out to the media regularly with all sorts of pitches crafted about our clients to pique interest in different story ideas. From travel and health to beauty and retail, our pitches may be associated with consumer trends, small business, CEOs, thought leadership, holiday gift guides, human interest, how-to tips, roundup articles, and everything in between.

But these are not ordinary times.

In the age of the coronavirus is it a good time to pitch?

We say yes, as long as the pitches are sensitive to the evolving health and economic crisis. This is an unprecedented time including for those who report the news. Bloomberg reporters candidly explain how they have been affected.

COVID-19 abruptly changed our lives causing great uncertainty about “returning to normal” for the foreseeable future. In March and April, as this Wall Street Journal article discusses, while stuck at home consumer spending on food and alcohol, gardening, home amusements and comfort items boomed but with declines in other sectors.

During early spring only pitches associated with the coronavirus pandemic or those describing acts of kindness were warranted, as Jamie Yuccas, a correspondent with CBS News, along with two other journalists, shared on Navigating Newsrooms During COVID-19.

Coronavirus-related pitches and those about brands giving back to benefit essential workers are still appropriate, but other types are also relevant now to incorporate into pitches for journalists, bloggers and influencers:

FOOD & DRINK – healthy recipes, desserts, cocktails and easy meals to make for single adults, couples or families cooking at home together.

BEAUTY – at-home beauty, hair, and skin-care tips for looking your best on Zoom calls and to boost self-confidence

ORGANIZING – tips to declutter an apartment, house or home office

CLEANING – easy ways and useful products to clean and sanitize especially for frequently used kitchens and bathrooms

TRAVEL – properties and attractions currently closed but producing video for virtual visits to sustain interest; those that are reopening with key health and safety plans in place

PARENTING – ideas to get work done with young children at home; fun family recreation with playdates limited and perhaps no summer camp

LOCAL DESTINATIONS – convenient places for getaways accessible by car

VENUES – those that are equipped to host small weddings, meetings or special occasions since previously planned larger affairs or major conferences and events are likely cancelled or postponed

EXERCISE – companies that offer online classes, fitness equipment, or exercise products, for maintaining good physical and emotional health

RETAILERS – those offering ordering online and curbside pickup or contactless delivery as well as stores that are reopening

SMALL BUSINESS and PROFESSIONAL SERVICE COMPANIES – those who have pivoted from in-person to offer consulting, training or other services online; small businesses who have instituted new ways of doing business

EVERGREEN IDEAS – these are not event or time-sensitive including human interest or thought leadership ideas from CEOS, founders or entrepreneurs  

In the midst of a pandemic or not, by customizing each pitch stating why the idea is of value for the media’s audience, will help increase positive PR opportunities and build enduring connections with consumers.

Please reach out if we can help. Be well and stay safe.

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Insight into Influencers

Depicts how social media influencers grow their communities of followers with comments, likes and shares.

Pre-Internet the sources we often turned to before making a purchase included recommendations from family, friends and neighbors, books and magazine articles, and experts we trusted.

As you know, times have changed.

We may still check with those sources but also frequently do our own online research. Googling a product or service for more information, reading reviews and asking friends on social media are now commonplace.

That’s where influencers come in. Who are they and why should you care?  

Influencers are trusted like a best friend who tips you off about a hot new restaurant, the latest method for maintaining healthy hair or a charming country inn for a weekend getaway. They offer another means to build authentic features and stories about your product, service, destination or experience to help you reach new customers and drive awareness online.

Megainfluencers such as celebrities and well-known media personalities have followings in the millions, microinfluencers’ followings typically fall between 10,000 and 100,000 and nanoinfluencers’ are in the low thousands.

Micro and nanoinfluencers make up for their smaller audience size with high levels of follower engagement as demonstrated by the number of likes, comments, shares, views and clicks their posts receive.

Some influencers require payment to partner with brands and others do not. Whether influencers are paid, receive free products or agree on another type of mutual arrangement, it must be clearly disclosed according to Federal Trade Commission guidelines.

There are various ways influencers work with brands. Here are examples:

  • product demonstrations on YouTube
  • posts on blogs and websites about firsthand experiences
  • Instagram posts with images, reviews, or short videos
  • documenting trips and visits via video, images and blog posts
  • hosting giveaways
  • featuring products in holiday and other popular annual gift guides
  • Q & As with founders or other spokespeople
  • developing a series of interesting blog posts
  • Twitter parties
  • Facebook live videos
  • online radio shows and podcast interviews

Whatever it may be, the influencers’ content is carefully developed and presented for its appeal so audiences stay engaged with them over time.

Influencers may specialize in one category or work across a few. Some have expertise with beauty and fashion, green and eco-conscious products, travel, baby boomers or millennials, food and recipes, parenting, home décor, men’s lifestyles and other topics.

Journalists are becoming influencers too as many cultivate their personal brands through podcasts, e-newsletters, books, and social media.

It’s important to identify, vet and choose influencers whose audiences align with your target customer’s profile and whose personas are a good fit.

Since we have a long track record of connecting clients with journalists to secure earned media coverage, working with influencers is a natural extension of the services we provide. The influencers we work with generally are not paid fees and are within the microinfluencer realm. Results of working with influencers on behalf of a skin care client are here.

Are you interested in finding out more about the benefits of connecting with the right influencers? Get in touch with us and we’d be happy to talk.