The 5 C’s of Communication Part 5: Culture

Happy Tuesday readers! I hope you are ready to tackle the day and start your week off with some motivation! Today’s post finally concludes the 5 C’s of Communication blog series. Throughout the series I discussed the importance of connecting with an audience, ways to creatively engage an audience, types of consumers to target, and how to handle a business crisis. It’s important to understand all the five C’s in the communication process need to work together so you can successfully communicate with the public.  

Culture can be defined many different ways, a basic definition from Merriam-Webster defines culture as “A way of thinking, behaving, or working that exists in a place or organization”.  To keep this post short, I am going to focus on the culture of a business and how it can affect the whole communication process. Just keep in mind business culture is very large and can differ from each company, so if you are looking to learn more please read multiple articles and talk to professionals who are more knowledgeable on the subject.

The focus of this post is to understand how culture impacts company decisions. The culture of a business can include: a mission statement, ethics, employee and customer treatment, and the work environment. I will now go in-depth on each of those points.

  1. Mission Statement
    This can be as long or short as the company decides. A mission statement explains the business’s goals and philosophies. This statement is important since it outlines company goals and how they should be achieved. The mission statement shows the business culture and how they conduct business by choosing what they focus on in their statement.
  2. Business Ethics
    Ethics are defined as “moral principles that govern a behavior”, they play such a large role in business that there are many local and national organizations whose sole purpose are to explain and enforce business ethics. Companies that have a strong ethical guideline will usually ensure that everything is conducted fairly and honestly.
  3. Treatment of Customers & Employees
    The way a company chooses to treat the people who matter to them can show a lot. Treatment can include many things different actions: respect, kindness, honesty, criticize, or insignificance. Companies who treat their customers poorly can not expect repeat sales. While treating their employees poorly can lead to bad advertising because employees can be quick to discuss their anger and frustrations about their job. By treating the people who have a big impact to the company with respect and kindness can go a long way in building strong solid relationships.
  4. Work Environment
    The work environment is the area where employees spend their time doing their jobs. So why is this important? Because a successful and positive work environment will help to grow the company into the future. Here are some questions you can ask about the work environment: Does the environment have an open door policy with managers, do they encourage everyone of all levels to speak up with ideas, does people work as a team instead of independently? All of those factors can help to improve the work environment and create positive and happy employees that showcase the company’s culture.

To recap the culture of an environment can help the company grow into the future. A respectful and positive environment guided by a strong mission statement and ethics can help to show employees and customers that they matter.

Thank you all for following the series with me! I had fun writing and researching more in-depth on these topics and I hope it helped you. Comment and like this post with what you enjoyed or your own experiences on this topic. Until next time have a fantastic week!

5 cs

Helpful PR Tips: Writing Clarity

Happy Friday readers! Today’s topic is going to focus on the importance of writing clarity. As a PR Coordinator, you will use many different forms of communication to reach an audience. They can include: press releases, social media posts, blogging, photos, videos, radio commercials, and more. One characteristic they all have in common is the importance of clarity.

The purpose of using communication to reach an audience is to spread your client’s message. For instance, if your client wants to inform the public about a fundraising event, a social media post could be a great way to reach someone! However, if the information is not clearly written there can be problems.

Example of miscommunication: “Come join us for a BBQ fundraiser next Friday at Boyce Park!” – This post does not say the fundraiser’s purpose, the time of the event, or an exact location at Boyce Park.
Example of clarity: “This Friday from 6:00 p.m.-9:00 p.m. come help us raise money for the local Boys and Girls Club at the Boyce Park, Pavilions #8 and #9.” – This post provides an exact location, time, and the purpose of the event.

Clarity should always be a top priority because the message needs to be understood. Here are some tips to keep in mind when writing for the public.

1. Grammar
Always remember what you learned in high school English class: correct sentence structure, spelling, and the different forms of words. For instance, their, there, and they’re OR to, too, and two. By remembering basic grammar dos and don’ts will help you to clearly spread your message. For a refresher course on grammar visit this website.

2.Simplicity
Don’t try to overwhelm your audience with too much information at once. If you only have 140 characters or a 90 second video, keep the topic to the basics until you can fully explain the subject. If you are using writing as a form of communication, there’s no need to repeat the same thoughts.
“Wordy” Example: “Fabulous Hair is proud to announce our partnership with the American Diabetes Association. We have worked hard to earn a partnership with this respected non-profit organization. To learn more about this partnership read our monthly newsletter being released next week!” – That’s not a bad post, but it is repetitive.
“Simpler” Example: “Fabulous Hair and the American Diabetes Association joined together to help raise money to find a cure for diabetes! Read more about this in our monthly newsletter!” – This shorter post will be quicker to read and it still gets the same message across.
For longer forms of communication try a blog post, press release, or newsletter.

4. Start, Middle, and End
This is especially important for blogging or any long worded document. Make sure to clearly state the purpose of the topic and to have a complete thought. The beginning should have an attention getter or a thesis statement that states the document’s purpose. The middle should have the body of information pertaining to the topic. The ending should tie everything together in a nice bow.

To sum up, clear writing is most important because it will help to clearly spread your message. Always be consistent in your writing form and have a beginning, middle, and end. Try not to be repetitive with content and always use proper grammar.

Comment your tips on clarity below! Until my next post have a great weekend!

pr

Snapchat Advertising

Welcome back readers! If you celebrated Independence Day I hope you had an enjoyable holiday and if not I hope you had a great weekend! Yesterday, I read an article about the phone app, Snapchat, offering companies a way to advertise with them. In case you aren’t aware what Snapchat is, I’ll briefly explain it.

Snapchat is a free app you can download to your iphone or android; this app allows you to share pictures or videos with your friends. What makes this app unique is the person can only view the photo/video one time; then it disappears and cannot be viewed again. If you want to learn more in depth about some of Snapchat’s features check out this article!

When Snapchat first became available in 2011 it instantly became popular, especially with young adults between 13-24 years old. Eventually companies and advertisers saw this as their chance to reach a younger audience in a new way. Once Snapchat realized their chance to grow as a business, they created three advertising options for companies:

1. Live Feeds

10 second live videos to appear in the users’ new feed.
Example: Disney can show a 10 second movie trailer for a new movie being released that day.
2. Discover Network
Content produced by 11 different media outlets.
Example: An article written by a magazine can be published for the user to read at any time.
3. Geofilters
Stickers or icons that a person can add to their Snapchat photos/videos. Companies have the option to offer filters in specific locations.
Example: If you are inside a Starbucks coffee shop, you may have the option of using Starbucks stickers in your pictures/videos to send to friends.

Overall, I think Snapchat is providing companies with some good options for advertising; however I’m still skeptical if it will benefit the businesses. As a frequent Snapchat user, I barley watch the live videos and only occasional view the Discover channel. However, I do enjoy using the filters, but just because a friend sent me a photo with a McDonald’s icon doesn’t persuade me to go visit the restaurant.

Also, there is no statistical way to determine the success of Snapchat advertising. The only information a company will receive is how many views a photo/video earns. They do not learn how many people took action because of the content, unless the company researches it more on their side of the business (through surveys or questioners).
To read more in depth about Snapchat’s advertising and how the company’s CEO feels about this new change, check out this International Business Times article.

Overall, I am interested to see how successful and popular Snapchat’s advertising will be for their users and I will keep you updated on any news about this topic! How do you feel about viewing advertisements? Is their one option you enjoy or dislike more? Do you think it will be successful? Feel free to comment below!

Until next time have a great week!
Snapchat-1

Social Media Marketing Plan Part 4: Measuring Success

Happy first week of summer! Today is the final part of my social media marketing (SMM) plan series! Today I will be discussing a few ways to measure the impact of your campaign. Over the last three posts, I discussed how to create and initiate a SMM campaign, some popular social media sites to utilize, and how to publish useful content. Now this final post will help to determine if all that work proved useful!

It’s important to measure the impact of your SMM plan; it will help you to learn how social media can impact the company and learn the best (and sometimes worst) ways to connect with the public. Measuring your SMM plan can help you to accurately determine if you reached your goals (that were outlined during step one of your SMM plan).

There are a few different ways to measure SMM success, depending on your goals. I will list a few different ways to measure the success or failure of your campaign.

1. Gaining and Maintaining Online Followers

This helps to determine whether the SMM plan helped to gain and maintain online followers. This shows how many people were impacted by the content. It can be measured through how many followers (tweets, connections, visitors, etc.) your site began and ended with.
For instance: At the start of the SMM plan your Facebook account had 200 followers and by the end of the campaign, it tripled to 600 followers.
Note: It’s important to compare these numbers to your SMM goals. Was the objective to double your impact or triple it? Determine how successful this was to your overall goals.

2. Social Engagement
This helps to determine how many people engaged with the content posted. You can measure your social engagement through: Facebook mentions, Twitter retweets, YouTube video comments, and Pinterest posts.
For instance: By measuring who is mentioning the company in online posts is important. Was it your targeted public or maybe an industry expert in the field of topic? This helps to learn if the targeted public was reached during the campaign.
Note: Use your SMM goals as a way to measure the success of social engagement. If the goal was to reach more women between the ages of 25-35 years old then look at who all engaged with the content to best determine if the goals were meet.

3. Call to Action
This determines how many people took action because of the content. It can be measured based on: increasing website visitors, increased online sales, or the amount of content downloads.
For instance: The majority of posts asked online users to check out the new company website. Then the website statistics showed increased visitors over the SMM plan period.
Note: Was your SMM goals to increase website visitors, increase sales, or both? Judging the amount of online visitors and overall sale numbers can help to determine if the published content was successful.

4. Compare with Competitors
It can be helpful to learn where the company stands next to the competition. You can measure the two through: online followers, company mentions, LinkedIn connections, and YouTube video views and comments.
For instance: During the primary SMM planning stage, researched showed a company competitor had over 800 Facebook likes, but little public engagement. At the end of the SMM plan, your company had more likes and increased involvement over the competitor.
Note: Although it can be useful to maintain awareness about the competition, don’t determine the SMM success solely on beating out a competitor. That’s why it’s important to clearly set company goals to best determine the SMM plan’s success.

5. Evaluate the Content
Determine which online posts received the most visitors, comments, and retweets. Then research to find out if the popular content contained a specific subject or was published on a specific day or time? By determining what received the most popularity can help determine future content.
For instance: Content that was posted on Friday afternoons between 1:00 p.m.-4:00p.m. received the most engagement. This could show that the public is most active during that day of the week.
Note: By learning the most popular times or subjects that best reaches the public can help to keep them better informed and engaged on the social media platforms.

6. Return on Investment (ROI)
This lets you determine the amount of time spent on the SMM plan compared to the success of the company goals. It’s important to use social media in a successful way to achieve your goals.
For instance: A 3 month SMM plan only achieved two out of six goals, determine if the SMM plan needed to be implemented longer or the campaign didn’t generate the expected responses (if so find out why).
Note: Wasted time is also wasted money, so quickly determine the flaws within the SMM plan to best determine future PR campaigns.

7. Online Measuring Metrics
There are many different programs (free and paid) available to measure social media success. Here are two systems that could be useful during the SMM plan.
Facebook Metrics: Allows you to learn views per post, follower engagement, and page statistics.
Twitter Analytics: Learn when your posts are retweeted, measure any Twitter posts that relates to the company, and learn how to post content to reach your targeted public.
For instance: Using Facebook metrics is a simple way to understanding how well the company page is doing online and what can be done to improve the page.
Note: There are many measuring systems out there, be sure to do the research to determine which systems can best benefit the company.

To easily sum up this four part blog series it’s important to clearly understand the reasoning and purpose behind creating a SMM plan. Always remember to follow steps one, two, and three and all the future steps will fall into place. Remember quality over quantity; it may seem important to have five social media sites, but if they aren’t being properly maintained it can cause more harm than good. When posting social media content keep the public in mind and who the SMM plan is targeting. Post topics pertaining to your targeted public and always remember the basics of spelling and grammar (it does matter). Finally, measure the SMM plan success with the goals, from step one. If the SMM campaign exceeded the goals than it was a success, but if not determine the problems and the best ways to move forward.

Well thanks for reading this series! I hope you learned a lot and you’re ready to tackle social media in the PR field! Please comment your opinions below!
social

Social Media Marketing Plan Part 3: Maintaining Social Media Sites

Happy Wednesday my readers! Today’s topic is going to focus on the importance of maintaining social media sites during your social media marketing (SMM) plan, along with some helpful tips. Last post, I discussed three popular social media sites (LinkedIn, YouTube, and Instagram) and the importance of choosing the right sites to use during your SMM plan. Today’s helpful tips will focus on all social media sites.

To get started, I’m going to create five categories of tips. This will help you to better understand where to apply these tips. The five categories will be: useful information for overall social media use, targeting the public, pitching to the media, learning about competitors, and company employees.

1. General Tips in Maintaining Social Media Sites

• Valued Content
Your content should always add some value to the reader. How does it pertain to them? How useful is the information? The more valuable your content, the higher importance the public will place on it and the faster your post can spread online.
• Simplicity is Key
Try not to overwhelm the public with too much information at once. Each post should focus on one thought. If you want to share multiple topics, create multiple posts. If a post appears too “wordy” or has too much information, readers will continue to scroll past. Remember many people use social made as a way to relax and unwind from work.
• Do Not Spam
Don’t post repetitive content over and over again on your sites. This can scare away current and potential followers online. No one wants to feel harassed when they go online to check out their social media newsfeed.
• Accuracy
Just like in high school English class, spelling and grammar does matter. Don’t get lazy and forget to proofread every post before it’s published. You don’t want your company to be remembered for spelling “pubic relations” instead of “public relations”.

2. Tips for Targeting the Public

• Creativity and Engagement
Creatively appeal to your public through a variety of ways. You can appeal to your audience through humor with a funny picture or video. Be compelling; provide posts that focus in on a current popular trend. Anything that can grab your audience’s attention.
• Be Personal
Let the public get to know the company in a more personal way through company events, employees, and holidays. This will let your followers feel more involved and provide them with a face for the company. For instance, posting fun facts about employees once a week is a great way for your followers to get to know everyone involved in the business.
• Company Social Media Mentions
It’s important to monitor what is being said about the company. By keeping up to date when a company hashtag or username is mentioned can help to monitor public reactions. That way if a situation needs addressed it will be caught early. Also, if your company is being praised for great work it’ll be a positive reaffirmation for doing a good job!
• Real Time
Post content that is up to date and current, not something that happened two weeks ago. For instance, when the blue/black or white/gold dress photo was taking over social media that was a good time to get involved in a trend. However, waiting until its two weeks out of the news, isn’t. By then the hype is over and no one is interested with the multi colored dress.

3. Targeting Media Personal

• Forming a Connection
There are many journalists, bloggers, industry influencers who utilize social media and your site can be a great way to form connections. By reaching out and connecting online with some of these professionals can help your company grow. For instance, by following journalist’s accounts, you can learn more about stories they are interested in writing. Then you can effectively pitch your news story to them.
• No Information Overload
Don’t try to list every bit of information you can in a pitch. Instead give journalists the facts and go straight to the point. Journalists are very busy and don’t have time to read multiple paragraphs for a story pitch.

4. Learning to Beat the Competition
• Industry Competitors
Do your research and see what similar companies are posting online and how they are interacting with the public. This will be a great way to gain insight to earning followers. For instance, Lowes wants to improve their Pinterest page, so they review some fellow competitors (Home Depot, Ace Hardware, etc.). Lowes learns that the competition have a very active board for home improvements, but lack outdoor settings. This could be a great Pinterest board to add to the Lowes account and try to gain the followers the other two companies’ lack.
• Trending and News Alerts
Stay updated on the most recent news and trends. This will help you to keep the public informed and show your company can provide quick appropriate responses to current information. Google Alerts is one website you can subscribe to that will provide you with updated information.

5. Social Media and Company Employees

• Happy Employees Equals Positive PR
Employees are the face for the company. How they choose to act online through social media when work ends, you can’t control. Try maintaining employee happiness and help the company to treat them well. Then employees will send off positive energy about your company rather than negativity.

I know this post was longer than usual so I will quickly sum everything up. While maintaining social media sites it’s important to remember who you are targeting and to treat them well. They choose to follow your company in their free time. Use social media as a way to reach out to media personal. Lastly, remember competitors and employees have a big impact online, so always do your research and remember to treat everyone fairly.

I hope everyone enjoyed today’s post and provided you some helpful insight! Come back next week for the final blog in the SMM series that will focus on measuring your SMM impact! Until then have a great week!
social

Social Media Marketing Plan Part 2: Focusing on Social Media Networks

Happy Tuesday blog readers and welcome to social media marketing (SMM) part two! Just to recap my last post, I discussed the background on SMM and the best ways to lay your plan’s foundation. The five main points I focused on were: goals, target audience, content, competitors, and available resources. To benefit you long term, it’s important to clearly determine those five criteria when starting a SMM plan.

This week post is going to focus more in depth on some popular social media sites. Each social media site has its strengths and weaknesses and depending on your goals, it can help you determine which social media sites are most beneficial.

1. YouTube
It provides the public with entertaining and informational videos with ease. This site has over 1 billion users worldwide and can be viewed in 75 countries. YouTube can help you provide users with a face of the company and educate your audience with company information. However, YouTube doesn’t allow you to interact as easily with their audience, but it does allow users to post their thoughts and share videos. It’s important to remember not all information is best conveyed through videos.

Some ways YouTube can best be utilized is:
Promotional videos for upcoming products or events
Testimonial videos from customers and employees
Press Release announcements with more of a personal touch

2. Instagram
This social media site allows you to interact with your audience through photos instead of long videos. This site allows users to easily scroll through posts in a short amount of time. This means your photos have to stand out of the crowd to grab your audience’s attention. If you can provide unique photos, Instagram can help you reach your audience very quickly. In a recent study, results showed this site is more popular among women than men and is most often used at the end of a work week. The negatives when choosing this site is if the content is not catchy, users will quickly scroll past your information.

Instagram can be used for multiple purposes including:
Event photos
Creatively posting new products (different from what you would see on the company website)
Showing off current and new employees
Telling the audience a story (either through multiple posts or a photo collage)

3. LinkedIn
Unlike other social media sites, LinkedIn can allow your company to learn more about your target audience. Through Q &A pages, you can better understand what topics your audience is interested in and what they are looking to learn. With over 227 million members worldwide, you will be able to reach out to multiple audiences. LinkedIn can help you reach out to journalists and bloggers in a new way besides email and phone. You can follow news media sites to view their focused topics for the day or if they are working on any special projects. However, if your SMM goals are more focused on a new product or increasing sales, LinkedIn may not be the best site to use. Since LinkedIn is more of professional setting, it may help your SMM plans if your goals are to better understand your public, help inform journalists about newsworthy company information, or help to build creditability for your company.

Instances LinkedIn is helpful can include:
Posting informational news stories to pass along to journalists or bloggers
Keep the audience updated on company information/changes

Overall, videos and pictures are great ways to interact with your target audience. They are quick simple methods to get your message across. While reaching out to journalists in an easier form, can increase your chances are providing newsworthy information in a new way.

I chose not to talk about Facebook or Twitter because I wanted to provide more in depth information on the above three social media sites.

I hope this post gave you a new perspective on how social networking sites can help you better reach your SMM goals. Next week I will be discussing the importance of maintaining your social media sites and how you can best utilize them for your SMM campaigns!
smm

Determining Your Social Media Marketing Plan: Part 1

Hello fellow PR readers! I want to start with an apology for my lack of PR blog posts the past two months. Sadly, life got in the way and I was unable to write. However, I am back and full of new PR knowledge to share and even learn from you guys! So expect many more posts to follow for the upcoming summer months.

Today’s topic is only part one in a four part series of social media marketing. Today I am going to focus on social media and how to determine the best sites that will help your business. Social media marketing (SMM) is when business chose to market their company through the use of social media channels (Facebook, Twitter, etc.) as a way to reach their target audience or goals. As SMM becomes the large base for business advertising, it might be hard to determine which social media channels can provide the best option.

Here are some key ideas to keep in mind when choosing social media channels for your marketing campaigns.

1. Goals
What’s your desired outcome from using social media? Is your goal to reach a larger audience, educate the public, a call to action, or generate conversations? Determine very clearly the goals and this will help you to chose the best social media channels to help achieve them.

2. Target Audience

Who do you want to target during your SMM? Are they young adults, women between the ages of 28-34, or the general population? Try to be as specific as possible because the more you know about your goals, the easier it will be to determine which networking sites can better reach your audience. There are many studies available that offer information about networking site and their users. The studies can offer the users: age, gender, income, or location. Try researching these sites once you know your target audience.

3. Content
By determining the type of content you want to share, you can research the social platforms that can best spread your message. For instance, a fashion magazine may choose to use Pinterest or Instagram because those sites offer the best ways to share and post images online. However, if a restaurant wants to inform their audience about proper ways to prepare meals, Facebook or a blog site may best fit their needs. Clearly determine the desired content and decide the best way to inform your target audience (through posts, photos, videos, etc.).

4. Competitors
No matter your type of business, there is always competition. Have you researched which social media sites your competition is using? Do some research on your competitors and see which sites they utilize and how much they engage with their audience. This can help give you an idea of which sites you may want to use.

5. Available Resources

Determine early on how much time the company can commit to social media. Remember quality over quantity is always best. Having one very engaging and active networking site is better than have five sites that are never maintained. By determining the amount of available resources (time available, employees, etc.) can help you decide which social media sites to chose.

Just to recap sit down with the PR/Social Media teams to clearly outline the goals and desires you want the SMM to accomplish. By understanding the purpose of your company’s social marketing can help you best determine the networking sites. Some research may be needed before completely understanding the goals, but once the goals are set, it will make the rest of the marketing campaign easier to navigate.

Well I hope you enjoyed part one of my social media series and I look forward to keep sharing! Check out next week’s part two post! I will talk more in depth about some popular social media sites that could help your SMM plan. Please comment your opinions on the five steps I listed and if you think PR pros should be keeping anything else in mind when creating their SMM plan!

social