PR Tips

Words Matter: An 800-pound gorilla of a subject /  by Joanne Jordan

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Gorilla Glue. We’re fairly certain its packaging warnings to not get it on skin, in eyes or ingest. Same for Proctor & Gamble regarding its laundry products. We also doubt fans of Schwarzkopf Haircare meant the word glue used in their “Got to Be” product lines literally. Never in a million years did their AOR say, “just to play devil’s advocate, what if someone really DOES try and use it as glue?” If they did, guaranteed it was met with a “how stupid do we think people are?” response.

Is this what we’ve sunk to? A world where words are nonsense, not adhered to (see what we did there) and tossed around irreverently and meaninglessly? As believers the pen is mightier than the sword, we’re starting to question what type of pen versus what kind of sword are we talking about because people be eatin detergent and using glue as hairspray.

Do they really still matter? As a country, we diligently follow (and argue about) the words written in a nearly 250-year-old document.THAT’S how much they matter. People seriously take vows under the pretense they are never to be broken. THAT’s how much they matter.  We’ve built an entire career and business on words. THAT’S how much they matter. 

We embrace tech as the constant change that organically occurs yet can’t help but notice the negative instant visual gratification underbelly against the shimmering, I-just-found-an old-college-friend positive. Thank you’s become thumbs ups. Invitations, publications, even schools have online counterparts. We all know what the eggplant emoji is. Both the written and spoken word continue to struggle daily against 15 second Instagram stories or TikTok videos. 

However, if we’ve learned anything, it’s to hold on to the hope we have. Words matter. As a communications agency, we adapt with the times, but leave no word behind respecting them greatly and not taking them lightly.  Words will never go out of style. They are classic. They are timeless. They are critical. Ironically enough, the dictionary describes the word critical in its different forms as either essential and all important, or precarious and touch and go. We’ll ponder that while reading a book, whether it be turning the page or scrolling. 

How to Create a Kickass PR Mailer /  by Guest User

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The “tl;dr” of a media mailer is essentially that it’s a creative way to pitch to the media that deviates from the run-of-the-mill email. However, even though mailers can’t be deleted with the click of a button, they may still get lost in the shuffle. There are ways to make mailers as effective as possible without overspending or overworking. 

1.     Plan every piece ahead of time. Especially if your mailer serves as a timely pitch, make sure you have all the nitty, gritty components laid out before you start packing. If your layout will otherwise look dull, consider adding some small items to fill the white space. If there’s going to be anything fragile or loose in the mailer, get some crinkle paper to reduce movement and noise.

2.     Take account of the weight of your mailer. Are you sending a bottle or two of alcohol? Opt for a sturdy box in lieu of a flimsy gift bag. The worst way to receive a mailer is with a shattered bottle of liquor flooding the packaging.

3.     Make your items exciting. Is a holiday coming up? Think about “Top Ten Useful Stocking Stuffers” or “White Elephant Gifts That You Can Bring to the Office”. 

4.     Consider making yourself the messenger. You might worry about the postal service messing up your perfectly crafted box or delivering to the wrong person. See the process through from A to Z and ensure the pitch is sent as smoothly as an email.

5.     Make the mailer picture perfect. Opening a box to a jumbled mess versus an aesthetically pleasing display tells a lot about the sender. Take the extra time to preserve the look of your packaging to make the important stuff stand out.

6.     Follow up! Don’t send your mailer into the abyss without looking back. Ask the recipient what they thought of their mailer and give them a nudge to turn your creation into a story.

Don’t believe us? Check out the below article to see how we did with our Holiday Mailer this year or Chaddsford Winery.

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The Do’s and Don’ts of Social Media Pitching /  by Guest User

Over the years, social media has become an integral part of our everyday lives. Twitter, Facebook and Instagram have made it easier for public figures such as celebrities, professional athletes and even reporters to become more accessible to us.

But how much is too much accessibility? Due to the nature of constantly being connected and online, PR pros are able to stay up to date with reporters and their work. With this in mind, it’s important to understand boundaries and which ones to not overstep. Read our tips below to understand the do’s and don’ts of social media pitching.  

Do’s

Research Their Profile

Similar to the digital landscape, careers and jobs are constantly changing. Unfortunately, Cision and other PR tools don’t always have the capability of updating a reporter’s information in real time. Research their social media profiles to see what they’re currently doing. Did their beat change? Are they with a different publication? By doing so, this will make it easier for you to have a tailored pitch and to not make the mistake of pitching them a topic that’s irrelevant.  

Build A Relationship

Once you identify the reporters that you want to pitch and follow them on social media, start to engage with their posts. But don’t go overboard and reply to every single thing that they post. By building an actual relationship before you start pitching, this may help your chances of getting them to show interest in your story idea. 

Make Yourself A Valuable Resource

When pitching a reporter on social media, it’s important to provide them with everything they need. For example, if you notice a reporter is tweeting out questions to a specific topic or has shown interest in one—have links, photos, etc. ready to send via DM. It’s best practice to direct message a reporter these materials rather than publicly message them. 

Don’ts

Pitch Without Following

Before sending out that pitch, double-check to make sure you’re following that reporter. If not, it shows that you’re not personally interested in them or their work. 

Publicly Send Mass Pitches

As mentioned above, it’s okay to send a pitch via direct message. But the same doesn’t apply for your timeline. If you a pitch a reporter and they’re interested in your story, then they’re more than likely going to view your profile to see who you are and what you’re up to. It doesn’t look good if they see you tweeted that same pitch to 50 other reporters.

Use Facebook

Facebook is an intimate, family-friend oriented platform in comparison to Twitter. The last thing a reporter may want to see is a pitch in their messages that is designated for those closest to them.