Author Archives: brianawsngr

Top Trends Gracing the PR World in 2016

  1. No more traditional Press Releases

The traditional Press Release format is boring- simple as that. With the influx of changing technology and web content, journalists are searching for stories in different media. Try to produce effective social media content that catches the eye of news writers. Form relationships with industry leaders and experts, so they may circulate your company’s message. Try  to create messages that catch the eye of viewers, journalists and news outlets.

 

  1. Search Engine Optimization (SEO)

Search Engine Optimization is the usage of search engines as a public relations tool. SEO is making sure that your company or client’s web content is a part of the primary search results, which prove to show the most relevant websites first. The key is ensuring the client’s website is shared, talked about, includes various platforms, and is creatively crafted to show unique and interesting content.

 

  1. Content amplification will become (even more) critical

Going along with SEO, the content you share should be creative and appealing to your targeted audience. To ensure the content is shared and discussed, you must amplify it to meet the standards of creative content on the Internet today. In this case, amplifying means to increase the quality of your content to meet the demands of the targeted audience and even exceed their expectations. It’s important to provide eye-catching material that will intrigue the viewers and draw them to explore more content. Furthermore, you must learn to share the same message on multiple platforms to reach every single person in your targeted audience.

 

  1. Mobile Content

With the upsurge of iPhones and smartphones in general, PR professionals owe it to their clients to invent mobile content in multiple formats to keep their companies up to date and relevant. Most of today’s phone users are searching material on their mobile devices, therefore, the users should be able to easily scroll through a web page or app for every digital device in existence.

 

  1. Online reputation management will be necessary

With such easy access to Internet, it’s important that PR professionals keep tabs on their client’s reputation on the big, wide web. Users have ultimate access to comment boards and sharing sites to openly share their opinions to their 1,000-2,000 followers, racking up a large influence among their viewers. Therefore, make sure to always do reputation management, even daily, to get an overview of how Internet users may perceive your client.

 

  1. Use of paid promotion and social ads will continue to rise

In the past few years, there’s been a small evolution in the way paid advertising works on social media. Influential sites have released options for every day companies to promote their messages and content in the feed of an individual’s main social media page, making it almost impossible to avoid the ads. Studies have shown a huge increase in the effectiveness of the paid promotions over the past few years. Therefore, it’s imperative that PR professionals learn the ropes of the paid advertising world.

 

 

 

Crisis Management: Lululemon

SUMMARY of the crisis

In March 2013, Lululemon started getting a bad reputation for their see-through leggings that fell short of the high quality that the brand is usually known for. After much criticism, Lululemon recalled the pants from the shelf and assured their customers that the product would be improved and back on the shelves within 90 days. The company then sent out a press release and an FAQ to provide a source for direct communication through the company and its affected costumers. Although the workout apparel company did a great job handling the crisis, in November of the same year, its co-founder, Chip Wilson, went on BloombergTV to do an interview and undid all the communication efforts of Lululemon’s PR team. He proceeded to blame women’s size and shape for the sheerness of the pants, rather than taking responsibility for the lower quality product. The public erupted with negative comments.

WHAT did the company do?

For the initial crisis regarding the see-through, sheer workout pants, Lululemon’s PR department worked quickly by responding on social media, promising a recall of the product, and an improvement of the technology. They also sent out a traditional and online press release and an FAQ for customer’s direct feedback. During the event, Lululemon remained cool and collected.

After Wilson made insensitive comments on an interview on BloombergTV, the PR team fumbled trying to find a way to recover after the new, influx of negative comments. They posted a video from YouTube to their Facebook page showing an upset Wilson as he apologized for the pain he’s caused to his employees; he didn’t even apologize to the customers he offended or for the lower quality of his product.

LESSONS Learned 

Lululemon should have screened and educated Wilson before his appearance on BloombergTV. Also, the PR team should not have waited days to reply to the comments of its customers. It’s important to respond quickly so that more mistakes and crises do not occur as a result of the silence. Furthermore, Lululemon should have owned up to its mistakes. The PR team should have gone over what Wilson was planning on saying on the video to make sure it was effective, or they should’ve had an individual to represent the company to issue the apology other than Wilson. It’s important to acknowledge the customers during a crisis because they are usually the individuals that are most affected by the incident.

The Top Social Media Sites of October 2015 That Can Benefit PR Professionals


fb-artFacebook:
Although Facebook has been around for more than a decade, the social networking site still graces the top of the charts. The site is constantly updated and revamped to meet the latest technology updates, social shifts, or business needs. Because of Facebook’s inventive improvements, PR professionals can dabble in various tools on Facebook to closely connect with their audience and effectively promote a product or event. For example, an in-house public relations department can create a “Page” for their business or organization. Using the page, the PR department can create posts and “promote” them if they want to reach a wider audience, choosing between locations and age ranges. The PR department can pay for advertisements to pop up on various feeds along the edge of the website. If the PR department has an event coming up, the team can “Create an event” outlining the location, time, and other important details, and invite their friends to the page.

Linkedin-LogoLinkedIn: LinkedIn provides opportunities for professional individuals to network across a channel strictly for career purposes. Public relations professionals can use it to connect with other communication specialists and compare experiences within their fields. There is a plethora of groups for various professional areas where individuals can post and read articles about significant topics pertaining to their occupation. Additionally, individuals can join groups to read information on professions that may interest them. Public relations groups on LinkedIn cover topics from crisis management to effective social media sites. Public relations teams can use this site to scope out future clients and as a tool to meet other specific professional needs.

new_bird_0Twitter: The strictly 140-character streaming site has grown from being an outlet to share quick, nonchalant thoughts with friends to a media outlet used to communicate with publics around the world. PR professionals can use Twitter to gain perspective on clients and their current audiences, and it can help PR professionals determine audiences clients may be able to attract in the future. Public relations personnel can also use the site to provide quick information about an event or product to an audience that mainly uses Twitter. Another way that PR professionals can benefit from Twitter is by networking. There are millions of users that have diverse interests and occupations. Public relations teams can use twitter to “tweet” at other PR firms to learn new communication techniques or to connect with new clients to reveal that the team has an interest in them.

myspace_2012_logowhiteMySpace: Haven’t heard of this one in a while, huh?  MySpace was previously known as the “it” social networking site, and for many it seemed to have disappeared off the face of the Earth; however, it has transformed into a popular networking tool for the entertainment industry. Hosting comedians, bands, and musicians, the site offers customizable pages and a bypass of tough streaming laws. If focusing on public relations in the entertainment industry, PR professionals can use the social media platform to promote their client through an interactive page or search for potential clients on the easily-accessible website. Public relations teams can also use MySpace to run a campaign for a product or client by accessing those interested in their focus area.

Screen-Shot-2013-05-02-at-2.27.45-PM-730x300Instagram: Instagram is the social media application most used by individuals under the age of 35. Throughout the past five or so years, Instagram has grown into a super social media site forcing Facebook to put up its boxing gloves. No need to worry, though, the two are here to stay comfortably living side-by-side in the social media world. Compared to Facebook, Instagram is an entirely different form of communication. It uses pictures and captions as the sole sharing method. PR professionals can use Instagram accounts to post pictures of their company’s work in the office or the community, of an upcoming product or campaign, or of a client’s work or product. If a PR team is having trouble reaching a younger audience, they can use an ad promotion that shows up on users’ feeds or they can interact directly with potential audience’s posts to grab their attention.