ZB Group

Public Relations

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5 Reasons Not to Pause PR this Fall

Image by Jackie Ramirez from Pixabay

You might think it’s prudent to pause your PR campaign this fall due to the media’s emphasis on the upcoming U.S. presidential election on November 5th. However, this strategy could be short-sighted. Here are five reasons to consider not hitting the pause button on PR this fall.

1) Many Journalists Don’t Cover Politics. Even though political news is a main focus right now, many reporters, freelance writers, producers, podcasters, bloggers, and newsletter editors, don’t cover politics or the election. Their beats may be lifestyle topics, consumer trends or products, travel, dining, technology, real estate, education, or small business. Therefore, they will need credible sources and experts to interview, interesting content and engaging stories to cover this fall and year-round.  

2) ‘Tis the Season for Holiday Gift Guide Pitching. The fall is a very busy time for media professionals who produce, write or contribute to holiday gift guides. Many have already requested 2024 holiday gift ideas for products and services and held workshops on tips for getting coverage. HGGs provide opportunities for brands and businesses to be featured by influencers, journalists, or TV and social media personalities, who consumers follow for ideas and advice. Pausing outreach efforts will greatly impact your chance for inclusion in these popular guides.

3) To Capitalize on early 2025 Media Opportunities. Perhaps you would like to create story ideas, an event, contest, giveaway, etc., for your brand pegged to the Super Bowl (February 9), Valentine’s Day (February 14), American Heart Month or U.S. Black History Month, (February 2025) or Women’s History Month (March 2025). If so, fall is a good time to get your strategy and action plan in place.

4) Consider Your 2025 Priorities and Inherent Lead Time. The time required to plan and implement a targeted media outreach campaign, special event, new product announcement, or facilitate thought leadership tactics such as bylined articles and speaking engagements, can take several months. Don’t wait until after the election to get started on these PR activities if they are among your priorities scheduled for 2025.

    5) Maintain Momentum for Successful Results. Your communications team may currently be working intently with reporters to arrange media interviews for your company or campaign’s spokesperson, coordinating details for an industry conference, a grand opening, or other focused project with a fall 2024 timetable. Pausing before or after the election will interrupt their progress and potentially impact the results.

    Please reach out with any questions.

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    Want Your Messages to Resonate? Communicate This

    Image by Gerd Altmann from Pixabay

    You may have heard the word “authentic” was announced as the Merriam-Webster Word of the Year for 2023. It immediately resonated with us. This is the 20th anniversary of the company choosing a Word of the Year and evidently there was a huge volume of lookups for “authentic” at their site this year. “Authentic is what brands, social media influencers, and celebrities aspire to be,” wrote Merriam-Webster, the oldest dictionary publisher in the United States.

    P.R. and communication professionals are well-aware of the need for their clients to be authentic in any communication activities that they undertake. We counsel clients on the importance of conveying authenticity in their messaging to be considered credible and trustworthy. Believability is intrinsic to building relationships, creating a community, and fostering an honest dialogue with others.

    Today’s savvy consumers will tune out the messages from a spokesperson, CEO, or influencer who doesn’t appear genuine. An early December task force at the DealBook Summit featured a discussion about the creator economy. New York Times reporter Christine Muhlke in her piece, “For Content Creators, It’s the Wild Wild West,” reported on the task forces’ findings. She writes, “What creators and brands alike are after is authenticity: Influencers build an audience because they seem relatable. Brands know that the best way to reach consumers is to seem real – or at least align themselves with someone who is.”

    Emitting authenticity builds trust in your brand, company, or organization and should be apparent in all forms of external marketing communication activities including social media posts, media interviews, website videos, digital newsletters, and presentations.

    Nowadays, people don’t generally relate to perfectionism or an unattainable idealistic lifestyle. When a person, story, or message is portrayed as real or authentic it is more likely to make a positive impression. This new trend was reported in a WSJ story on November 1 showcasing mom influencers who shared what their true imperfect lives as busy moms look like. And similarly in 2023, more celebrities embraced make-up free looks showing off their authentic faces on social media.

    This year we saw another new trend promoted on social media called “deinfluencing.” Now some content creators and influencers are sharing their authentic thoughts about products and services they believe people do not need to buy. They are expressing their opinions on why certain beauty products, accessories or expensive clothing are not necessary and may be a waste of money.

    “The trend signals that traditional influencer marketing — a $16.4 billion industry last year — has reached an inflection point, experts say. Younger consumers increasingly see through the influencer-brand partnerships, calling companies out for going too far, and creators for prioritizing money over authenticity and promoting overconsumption.” Read the full article in The Washington Post about “deinfluencers” here.

    We’ll be watching and will share noteworthy trends that will impact the effectiveness of your messaging in 2024 in future blog posts.

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    7 Things a Well-Planned Media Relations Initiative and My Trip to Paris Have in Common

    Travel is back after three years of pandemic restrictions. Visiting Europe is a first choice for many people vacationing this summer. This New York Times article explains the reasons for its popularity and this one discusses why travelers are flocking to Paris in particular.

    My husband and I were fortunate to have the opportunity to visit Paris this past spring. It was my first time in France. The museums, delicious food and wine, charming neighborhoods, and centuries-old historic sites, were all unforgettable.

    This got me thinking — the steps followed so that our trip met our expectations and went smoothly, are similar to those when we thoughtfully develop and implement a media relations plan for a client.

    Here are seven ways our memorable vacation and our results-oriented media relations plans are similar.

    RESEARCH – About four months before our trip, I read travel books, spent time researching online, and spoke with Gary Lee Kraut, a tour guide and editor of France Revisited. I also consulted with my brother who is a longtime travel professional and other family members and friends for their recommendations.

    The first steps in creating a media relations plan generally include investing time to: learn about our client’s business, ascertain their ideal customers, understand their marketing strategy, find out about business challenges, inquire about new products or upcoming announcements, events, etc., and familiarize ourselves with their unique story.

    PLANNING – Our itinerary included historic sites, museums, dinners at brasseries and bistros, a scenic boat cruise (during which I snapped the photo above of the Eiffel Tower), a guided walking tour led by Gary Kraut of the Marais neighborhood and nearby points of interest, and time for shopping.

    We found out that May 1 is Labor Day and a public holiday in France when many things are closed. Therefore, on that day we planned to visit Montmartre where famous artists lived, worked and socialized.

    Planning for an effective media relations project requires developing one that will achieve a client’s goals. Creating a target media list, writing press materials and crafting story ideas that align with the brand’s news, products, services, messages, and audience, are a few key components.

    BOOKING – We pre-booked most activities; some are featured on the Paris Museum Pass and others are not. We didn’t want to miss out on seeing certain iconic sites or spend time in long lines.  

    Similarly, we reach out to reporters, bloggers, and influencers to pitch story ideas that will resonate, arrange interviews, fulfill necessary requests, schedule on-site visits, and complete other pertinent tasks, in advance.

    ENJOYMENT – We intentionally didn’t overbook. For example, we spent the entire day visiting the stunning Palace of Versailles and its beautiful gardens to enjoy them at a leisurely pace. On another full day we rode the Paris Metro to Montmartre where we donned berets to explore this charming area.

    It was a delight to stroll through the manicured gardens at Versailles

    Had fun climbing the hills in Montmartre

    A media interview should be an enjoyable experience and opportunity for the interviewee to share their knowledge about a subject and connect with their audience. Prior to any media interview we prepare our clients (or their spokespeople) on best practices and how to field potential questions to ensure it will be worthwhile.

    FLEXIBILITY – We made some changes to the itinerary while there. For example, we wanted to be near the Paris Opera House (Palace Garnier) for our 2pm tour, so we shopped in the area instead of visiting the Monet Marmottan Museum that morning as we had planned. We went to this museum on another day.

    Listening to our Paris Opera House guide

    We intentionally left two evenings open and by doing so, joined Gary Kraut for a fun small group champagne and wine tasting tour that he organized.

    We met the owner Morgane Fleury, who shared the story behind her family-run business which produces the bio-dynamic Champagne Fleury

    Being flexible is important during a media relations initiative. Perhaps the latest news cycle or the need to fulfill last minute media requests, must take precedence over tasks that were originally planned.

    DOCUMENTATION – We’ll create a photo album to document our trip including these favorites.

    Pablo Picasso’s “La Lecture” on view at the Picasso Museum.
    “The Kiss” at the Rodin Museum
    The Orsay Museum is housed in a former railway station exhibiting a vast collection by impressionists and post-impressionists

    Upon a project’s completion, we document our results by sending clients a comprehensive report of the print, digital or broadcast coverage generated. It may contain copies of published stories, interviews, product features, reviews, blog posts, videos and images, along with other relevant information.

    SHARING RESULTS – We’ve shared details and photos with friends and family fondly reliving our trip.

    We encourage clients to share the media coverage that was garnered from influential third parties to benefit from the positive validation. Posting it on the company’s website, on social media channels, in newsletters, and sharing it with staff, clients or customers is recommended. This helps builds community, drives traffic and SEO, showcases the coverage, establishes credibility, and strengthens brand reputation.

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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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    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.