• Skip to main content
  • Skip to footer

ZB Group

  • Home
  • About
    • Meet Debbie
  • Services
  • Clients
  • Sample Case Studies
    • Natural Skin Care Company
    • Historic Bed and Breakfast
    • Technology Startup
    • Author, Publisher and Radio Host
    • Fortune 100 Consumer Products Company
    • Corporate Training Company
    • Cross-Cultural Communications Company
    • Dental Health Association
    • Health and Wellness Expert
    • International Nonprofit
    • National U.S. Homebuilder
  • Blog
  • Contact

Wall Street Journal

December 19, 2023 By ZB Group

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.

Filed Under: Consumers, General Articles, Journalism, Marketing, Media, Public Relations Tagged With: "deinfluencing", 2023 Word Of The Year, Authentic, content creators, media relations, Merriam-Webster, messaging, New York Times DealBook Summit, promoting brands and services, Public Relations, social media influencers, The Washington Post, Today.com, trends, Wall Street Journal

May 13, 2020 By Debbie Bayes

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.

Filed Under: Consumers, General Articles, Journalism, Media, Public Relations Tagged With: Bloomberg News, CBS News, coronavirus, Covid-19, earned media, media relations, New Jersey Monthly, New York magazine, pitching media, PR, Public Relations, story ideas, The New York Times, Wall Street Journal, Woolverton Inn

April 20, 2018 By Debbie Bayes

Why A Company’s Founder Can Be Its Best Spokesperson

Company Founders As Media SpokespeopleIt used to be that companies often hired celebrities and well-known personalities as their spokespeople for public relations, marketing and advertising campaigns.

The thinking was if our product or service was endorsed by a celebrity, then consumers would be convinced they should try it. Today, this high-priced strategy has changed for many companies.

We have noticed this shift over the past several years and have arranged interviews with reporters from national media to niche blogs featuring company founders as the media spokespeople.

A recent article in the Wall Street Journal attests to this trend. It highlights founders’ stories in their promotional campaigns “recognizing the appeal of homegrown brands.”

Entrepreneurs are more relatable especially when it comes to sharing their stories of how they built fledging businesses into successful companies. People are more apt to believe what’s said by a company’s founder rather than a paid spokesperson. Therefore, companies have added the role of media spokesperson to a founder’s responsibilities since they realize its importance and business benefits.

When a founder describes how their product or service grew into a successful business after countless hours of trial and error, the story is more likely to resonate. Today, authenticity is in, celebrity pitchmen and pitchwomen are out.

Along with the rise of direct feedback at all hours from the masses to companies on social media, consumers feel like they know the companies they buy from and value transparency.

Founders who offer a peak behind the proverbial curtain via media interviews, online videos, at live events, or in ads, are increasingly the preferable choice to speak for companies both large and small.

So now it’s more about sharing founders’ stories to connect with business and consumer audiences than paying celebrities to do the pitching for them.

Filed Under: Consumers, Journalism, Marketing, Media, Public Relations Tagged With: company founders, entrepreneurs, media interviews, spokespeople, Wall Street Journal

September 28, 2017 By Debbie Bayes

PR and Nonprofits: 10 Ways PR Can Help Yours

nonprofits wordcloudCompanies large and small compete for attention to ultimately persuade consumers to purchase their products or use their services. They do this by investing in ways to reach potential customers where they are likely to consume and share information.

As a nonprofit, the types of people you want to reach may differ from for-profit companies, but the need to reach them is as important. Perhaps you want to find potential donors and members or seek to connect with parents of children with special needs, caregivers for aging adults, retirees with the time to give back, local businesses, skilled professionals to offer their expertise pro-bono, people in your community who would benefit from your services, the media and legislators.

If you thought public relations was comprised of communications activities that only help for-profit companies, that’s not the case. Your audiences might differ, but the need to reach them with your messages and concerns is vital.

With uncertainties in the political landscape and future funding resources, it’s imperative to actively engage with all kinds of supporters. PR can help your nonprofit thrive and stand out so it can continue to improve lives and support its mission. This recent New York Times article is spot on about why nonprofits are investing in a range of marketing communications services to help them sell themselves and remain relevant. More companies now offer pro-bono service programs as reported in the Wall Street Journal so yours should be one employees consider.

Here is a list of 10 ways a targeted PR effort can help your nonprofit influence others to achieve your goals:

  • Feature the types of people you help by sharing their stories in broadcast, print, blogs and digital media outlets.
  • Showcase your nonprofit’s services and the potential impact of legislative action on them
  • Share the leadership’s insight about your nonprofit’s services, research, current needs and future goals
  • Attract donors willing to contribute to a worthy organization like yours
  • Enlist volunteers to participate in and proudly share your nonprofit’s events or ongoing activities as one that aligns with their own priorities
  • Secure a partnership or sponsorship with a for-profit company for mutual benefit
  • Identify award opportunities to deserving individuals like beneficiaries, volunteers or your leadership and spotlight the honors in the news
  • Promote your annual events, conferences, galas or create a new noteworthy event
  • Conduct and publicize a survey based upon findings from those you serve
  • Identify panels, speaking engagements and online opportunities for your nonprofit’s executives to share their expertise building notoriety for your organization.

Let us know if you’d like to discuss how we can help your nonprofit become top-of-mind for those that matter.

Filed Under: Marketing, Nonprofits, Public Relations Tagged With: cause marketing, employee pro-bono services, marketing and nonprofits, PR and nonprofits, Wall Street Journal

May 24, 2017 By Debbie Bayes

How to Influence Consumers and Customers with PR and Storytelling

Public Relations and StorytellingPeople love stories. Even before we learn to read as young children, cuddling next to a parent, grandparent, sibling or caregiver to listen to a story or book is a favorite pastime enjoyed by every generation.

This love of stories doesn’t subside when we grow up.

In the digital age of Facebook Stories, Instagram Stories, Snapchat Stories, podcasting and TED Talks, the methods of telling and sharing stories may have changed, but our affinity for stories hasn’t lessened one bit.

So what’s the point for brands and companies? We’re glad you asked.

Sharing news about a person’s life, loves, challenges or career is interesting for others as it relates to their own life or circumstances. The same goes for brands and companies.

Storytelling is an effective way for you to reach the people who matter most. Brands and companies that share compelling insight can use storytelling to humanize them — gaining loyalty and positive perceptions in consumers’ minds by doing so.

A recent Wall Street Journal article by Barbara Haslip discussed how an entrepreneur’s story can be the perfect marketing tool. It cites research that suggests why humans respond well to character-based stories and memorable images, explaining the relevance for businesses. Read the interesting piece here.

Public relations professionals inherently use different tools and strategies to help clients tell their stories to the right audiences. By doing so, connections are made and buying decisions are positively influenced.

Companies should also leverage consumer input in brand storytelling. An article in MIT Sloan Management Review, says new research finds that sharing consumers’ positive stories about a brand can be a highly effective online marketing strategy.

Here are five ways we work with clients to share their stories:

Media Relations: We package and pitch your messages then reach out to the appropriate journalists to arrange media coverage for your brand, business or organization. These placements provide third-party endorsement via earned media which builds credibility, thought-leadership, visibility and SEO.

Content Creation: Produce and place bylined articles, press releases, blog posts or custom video designed for company blogs and websites, industry-specific or local and major media.

Strategic Partnerships: Arrange partnerships perhaps by creating community special events presented by companies and nonprofit organizations. This is an effective way to engage audiences, build brand equity, secure media coverage and provide an interesting story for the parties involved to tell across all of their platforms.

Live and Online Events: Identify speaking opportunities for company leadership or spokespeople at live or online events so sought-after audiences (either the press, consumers, businesspeople or partners) hear about the latest news, products or brand story first-hand and why it matters for them.

Blogger Engagement and Influencers: Reach out to mega or micro bloggers or social media influencers in your space who drive conversations among their devoted fans and followers. Some may be interested in exclusive content, brand partnerships or sponsored opportunities for their blogs, websites and social media channels encouraging readers to take action – i.e. buy the product, try the service, enter the contest or share the content.

When planning your marketing strategy, don’t overlook the power of stories to help business growth and let us know if we can help.

Filed Under: Consumers, General Articles, Marketing, Media, Nonprofits, Public Relations Tagged With: brand marketing, digital storytelling, earned media, influencers, journalists, Marketing, MIT Sloan Management Review, PR, Public Relations, Storytelling, Wall Street Journal

  • Page 1
  • Page 2
  • Go to Next Page »

Footer

Connect with Us

  • LinkedIn
  • Threads
Email

(609) 514-0966

Copyright © 2025 ZB Group Inc.
All Rights Reserved
Website by Blue Kite Web Solutions LLC.