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How To Improve Your PR Strategies This Fall

With summer officially ending, fall is rapidly moving in. However, just because the seasons are changing doesn’t necessarily mean our PR strategies need to. Rather, PR pros just need to improve their approaches with fresh ingredients to trigger public interest, add value, or spice up conversation.

This fall, PR pros should take advantage of the holidays to harvest some fresh ideas in order to stay ahead of the competition.

Here are a few things to consider:

Go beyond the norm: Don’t just focus on the most popular events. Many businesses will strictly create PR strategies surrounding Halloween, Thanksgiving, Black Friday, and other favorites. While these are very important, it is also vital to consider events that matter for your local community. Go above and beyond in order to reach different audiences.

Out with the old, in with the new: Your strategies should stand out as different. They should be inspiring and create interest. Straying away from what everyone else is doing will give your campaign more of an appeal.

Don’t ignore mobile trends: Our society is constantly on the move and therefore, constantly on their phones. Make sure that your website and other content is easily accessible and can be easily shared on smartphones and tablets. Also, don’t skimp on your social media. Cover all of your bases and make sure your company is at least present on Facebook, Twitter, Instagram, and LinkedIn.

We Want You to Be Our Intern!

When interning with Heying & Associates your time won’t be spent copying, filing, and collating. We want you as part of our team! We’re looking for a self-starter who is hungry for working-world experience and willing to go above and beyond expectations. If you’re someone with fresh ideas you can’t wait to share, we want you. We’re a laid back team with our eye on the prize; we encourage collaboration and teamwork, so by all means don’t be shy. Our philosophy is to dive right in, and we hope it’s yours too. This internship is what you make it. Got a knack for building social media networks? We sure could use your help! Love to write? We encourage you to contribute to our blog. Love talking to new people? You’ll be in the right place.

Qualifications include:

  1. Ability to work independently.
  2. Confidence in your writing, editing, and grammar abilities.
  3. Attention to detail and organization.
  4. Desire to learn and share ideas in a team environment.
  5. Fearlessness on the phone is plus, but not required. This is a great environment to build your confidence when approaching people you’ve never spoken to before.
  6. Working knowledge of social media platforms including LinkedIn, Facebook, and Twitter.

 

Did you lead your sorority in launching a successful social media campaign? Have you worked at your school’s newspaper for the last three years? Those experiences can give you a GREAT kick-start to any internship in the PR field.

If you think you would be a good fit, please email your resume and cover letter to info@heying.com.

6 Tips to Creating a Powerful Blog Post

Blogging is a key element of a digital marketing strategy. It helps to boost your online visibility, position yourself as a subject matter expert, establish credibility, and increase awareness of your brand.

It can be difficult to constantly find new topics to write about. A strong blog topic should be created with the reader in mind and be useful, informative and simple.

Once you’ve come up with topics, here are a few tips to make your blog post powerful:

1. The title matters.

This is the first thing your readers see. It needs grab their attention. Clearly and concisely explain what the post is about and why your readers should care.

2. Don’t write just to write.

Make sure your post provides value to your readers and represents your voice. Each post should include a call to action, asking readers to comment, share, contact you, sign up for your newsletter, etc.

3. Consider the format.

Solid content is not enough for short attention spans. Make sure your post is easy to digest with sub-headlines and numbered or bulleted lists. Break up meaty paragraphs by incorporating quotes or charts that support your content.

4. Visuals, visuals, visuals.

Research shows that articles with images receive 94 percent more total views than those without. Select clear, high-quality images that are engaging and related to the content.

5. Consider frequency.

Consistency is important when it comes to blogging. Your readers like to know what to expect. Active blogs engage readers better. Blog posts should be made at least once a week.

6. Think about the length.

Not too short, but not too long. A blog post should be simple and straightforward, but also fully representing the desired message.

Content With A Purpose

We’ve all heard the saying “quality over quantity”, so why is it we are constantly being pushed to create content after content? Whether it be press releases or blog posts, you name it — once one piece was published, it was time to create another.

At some point, it was believed that the formula for success was: More content = more awareness = more success. While this may have worked at one point, it does not necessarily hold true today. With everyone constantly creating more content, audiences are becoming overwhelmed and as a result, are looking for a better quality of work rather than a higher quantity.

So, instead of focusing on content, focus on giving your audience a better experience. The goal is for your output to drive outcomes. Getting people to view your content is only the first step. Just because your blog posts have gained more views does not mean they’re doing their job. Are those views converting into leads? Are those leads converting into purchases? Are those purchases converting into loyal, repeat business? These are the results you’re after and overall, the result you need in order to make your content worthwhile.

“We have a lot of ideas – probably too many ideas. At some point, we have to face facts and need to improve on what we’re doing.” – Kristina Halvorson, Content Strategy for the Web

New Rules for Up-and-Coming PR Professionals

Public relations has become a fast-growing industry, and its day-to-day practices are constantly evolving.

Here are new rules resulting from trends in the PR industry in today’s digital world:

Content is key.

As PR professionals in today’s world, we are storytellers, not salespeople.

Clients are looking for their stories to be told, and potential consumers to be engaged. Smart PR professionals will help clients identify their valuable differentiators, craft a story, and tell it where it counts.

PR is about SEO.

If PR is about content, SEO should be an essential item in every professional’s toolbox.

When it comes to content, quality and relevance have replaced quantity. To be shareable, content must be optimized, and SEO fluency is necessary.

Influence matters.

Many people confuse influence with popularity, but the two are not the same. Having a large social media following, doesn’t necessarily make someone influential.

Generating influence has also changed over the years. It is now very common for PR and marketing professionals to use influencers to help share their stories. In the past, celebrities would be hired for a product launch, but today social media influencers carry more weight.

The lines between paid and earned media coverage are blurring.

While content creation is an essential role of a PR professional, distribution is equally important.

It’s nearly impossible to achieve notable results with raw content alone. Many of the most successful campaigns are driven through paid content distribution tools. PR professionals today must understand social optimization tools and tactics.

Everything is measurable and measured.

The rise of data-driven marketing can be a difficult transition for those who aren’t trained in analytics.

There are new standards and guidelines for measuring PR programs. Although there is no one-size-fits-all formula, there are practical ways to put those standards into practice.

7 Ways to Be More Productive

For many PR Pros, the month of September ends up being the busiest time of the year. With back to school, year-end goals, and the upcoming year and holidays, work can tend to be a bit overwhelming. In order to handle this time of year, it is important to improve the way we work.

Here are a few tips to maximize your efforts:

  1. Don’t work overtime: Studies show if you lower your daily work hours from 10 to 8 and work 5 days a week, your productivity increases. There is no need to overwork yourself when the quality of work will not be up to your usual standards.
  2. Stop multitasking: While multitasking is a good skill to have, taking on too many jobs at once is not beneficial. You will complete the tasks at a slower pace, and make more mistakes along the way.
  3. Try to surround yourself with natural light: Working in a naturally lit place will most likely put you in a happier mood and keep you energized, thus making you more productive.
  4. Don’t be a perfectionist: According the research, there is a correlation between increased perfectionism and decreased productivity. Focus on completing the task as a whole the best you can, rather than focusing on perfecting every little detail.
  5. Go for a walk: Any exercise does the brain good. Walking in particular has been shown to increase people’s problem solving skills and creativity.
  6. Take a nap: A short nap can make you feel energized and recharges your brain. You’ll wake up alert and ready to start your next task.
  7. Work in sprints: Ideally, working for 90 minutes followed by a 20-minute break allows us to be more focused. Take those 20 minutes to go for a walk, or take a nap and you’ll be ready to go!

In the end, working smarter is more important than working harder. We need to prioritize better and have a good work-life balance in order to give 100% effort in every task we take on