The show must go on – global pandemic or not – and it’s essential that your company or organization’s good news is center stage.  It can be difficult to get your audience to see the most recent developments and opportunities, especially during the COVID-19 pandemic. All too often, press releases get stuck at stage right waiting to make an appearance.

One way to improve your chances of getting your news in the spotlight is by building rapport with media professionals in your target market area. So how can your organization accomplish building a relationship while maintaining social distancing?

Below are five tips on how you can develop a relationship with media professionals without meeting them in person:

1.) Engage with ALL media professionals on social media

The easiest way to get your name and company on the radar of someone who works in media is by following them on social media platforms. By liking, commenting, or sharing posts that you find relevant or interesting, you’ll start to re-appear in the notifications section which will help you/ your organization become a familiar face and name. Interacting with the person’s posts shows them that you are interested in and value their work, even when they are not covering “your” story. And remember, don’t just do this with reporters at the station! Assignment editors, producers, newsroom managers, and production assistants all have a say in the morning and afternoon meetings and can be the connection you need to get your story covered.

2.) Get to know the person, not just the story. 

Don’t make it a habit to only reach out to a media professional when you need something. Make an effort to build the relationship further. For example, if you’re friends with them on social media and you see it’s their birthday or maybe they announce something exciting in their career, comment and wish them a Happy Birthday or say congratulations. This small gesture will play a big part in building a long-term relationship with that individual.

3.) When possible, offer an exclusive! 

What does a media outlet like more than pizza during election coverage? An exclusive story. One of the easiest ways to get in the good graces of someone in the media is to offer an exclusive interview on a story that has yet to break… and this doesn’t have to be something huge. For example, if your organization is donating 25 backpacks to students in need, this usually would not be a first pick story for a reporter. When offered as an exclusive before the press release goes out and paired with an interview, your organization can get coverage on something that you otherwise wouldn’t. Meanwhile, you are building trust and a relationship with the reporter and the media outlet.

4.) Be organized and willing to assist in getting the reporter all resources they need. In the media world, things move very quickly. So if you make it easy on a reporter or media outlet by having the resources prepared and available when it comes time to cover a story, they are going to be very thankful for your preparation and understanding of what is needed to make a story great. Things you can do to prepare is to think about what video and still shots could be taken that would correlate with the story, where would be the best place to stand in your building for good light and limited background noise during an interview, is there any information that could require citing in the story, and are there any online resources that the reporter can push viewers to for more information.

5.) Follow-up after the story is covered. This is big. As a former reporter, I also wanted to ensure that I did a story justice and the people involved were happy with what was published. After your story has been published, reach out and say thank you! If there was something you didn’t like or maybe you think the story could have a second part, let the reporter know! Feedback is always appreciated. I still have thank you cards from 30+ individuals I worked with on stories sitting at my desk. So whether it be an email, a retweet, a call, or a handwritten letter, following up with the reporter will serve as the final step in ensuring that you have a professional relationship built.

When’s the last time you thought about your social media privacy settings? If you’re like most people, it probably hasn’t crossed your mind since you set up the account. Lately, though, we hear more and more stories about social media platforms gathering our information, or even potentially selling our data. This, however, is not that kind of article. (Sorry, I cannot help with your TikTok account – that is the shadowy place beyond our borders. We do not go there.)

Surely, I can’t be the only one who looks up people online, right? If you’re about to walk into a pitch, your presentation better not be the only thing you studied; it’s important to know the room, too. If you get a cold email from a contractor or prospective client, their online portfolio isn’t the only thing that you’re scanning. Sometimes, it’s just nice to know there’s a real human on the other side of that email.

So, do you know what strangers see when they browse your social media accounts?

Take Another Look

On some platforms, like Instagram or Twitter, it’s obvious when an account is locked down. There, a stranger will only see your name, profile picture, and a few basic metrics (how many people you follow, how many follow you, and how many times you’ve posted).

Facebook, on the other hand, is a totally different beast. You may think your account is private, but a stranger may still have access to your photo albums, your friends list, or even see certain posts. Often, if you share an article from another website (especially news sources), that post will be public. Likewise for Facebook stories – your Instagram stories might be synched to Facebook, too. Review your settings closely to ensure that only the people you want seeing your information are the ones who can!

That Didn’t Age Well

Everybody seems to love the Memories feature on Facebook – it’s a fun bit of nostalgia that people enjoy sharing. But, did you know that you can filter out certain people and dates? If you don’t want Facebook to remind you of particular memories (perhaps a painfully awkward phase), make those adjustments in the preferences on the Memories page.

Many people don’t know that Twitter has an advanced search feature. For early Twitter adopters who may have shared every random or unsavory thought, thinking it would be lost to the Twittersphere forever, you may want to give advanced search a try. Simply input your (or anyone’s) handle, along with key words or hashtags, to see all tweets that apply. You can filter by post engagement, hyperlinks, and more. Trust me, this tool is great for a Twitter cleanse.

Finally, I’d like to reiterate that you, yourself, are the ultimate privacy filter. Do you have some strong opinions to share, or maybe some photos or videos that appeal to your dark humor? Think twice before posting – social media doesn’t have to be forever, but damage to your reputation can last a lifetime.

There’s something comforting about numbers, whether it’s the way they gently guide us to sleep as children counting sheep in our beds or the feeling you get when a big purchase clears your account. Numbers equate to practically anything in our lives from financial decisions to our performance metrics at work. In business, numbers give us a foundation to make decisions about who we do business with, what products to buy and what organizations to support or invest in.

In essence, numbers have the ability to tell a story about what a company values and how it’s grown over the years. Data combined with compelling imagery, such as with an infographic or social media post, is an impactful way of showcasing who you are as a business and why people should stay engaged with you as a brand.

An organization’s statistics are one of the easiest ways to create engaging content for your digital outlets and promotional collateral. Gathering statistics about your employees, philanthropy efforts, and the company as a whole will give you ready-to-use content for showcasing the numbers in an easy to digest graphic which creates a quick and easy way to promote your business visually across a multitude of media.

Employee Statistics

Employee numbers are a great way to both humanize your organization and shine a spotlight on the backbone of your organization – your workforce. Some of the statistics you could share include:

• Number of employees who reside in the direct community in which your organization serves.
• Number of employees who are current or former military professionals.
• Current number of women employed
• Number of interns who go on to have full-time jobs within the company

Philanthropy Statistics

Breaking down your philanthropy efforts into bite-sized statistics will bring to light your organization’s commitment to the community and promote your values as a company. Suggested topics for philanthropy promotion are:

• Dollar amount raised during a fundraising campaign
• Amount donated over a specific number of years
• Hours employees have volunteered their time over a specific time period
• Number of people impacted by your company’s charitable efforts

Company Growth, Goals, and Impact Statistics

Lastly, focusing on your company as a whole, determine what numbers you want to promote that deal directly with data pertaining to the evolution and investment of your organization and its employees. Some ideas include:

• The company’s economic impact on the local community
• Jobs created over a certain number of years
• Number of new locations/offices opened during a specific amount of time
• Data showing company goals that have been reached. This could include things such as:
  • Environmental goals – How much did you reduce your carbon footprint over the past 5 years?
  • Health goals – How many employees got involved in the company weight loss competition or sporting event this quarter?
  • Learning investment – How many employees is the company currently investing in through enrollment in outside learning programs to improve upon their skills and help them move to the next level within the organization?

Ultimately to create the best content you must focus on not only what data will interest your audiences, but also what data best illustrates who you are as an organization and the image you wish to project to the world.

If there’s one thing we can all agree on (there doesn’t seem to be much these days), it’s that we want answers. We want to know when the ‘new normal’ will look more like the old; when – and how – we can safely send kids back to school; when our favorite restaurant will re-open for business. None of those questions have easy answers.

But consider the questions you can answer. If you’re a business owner, non-profit group or even a government entity, there’s something about your specialty that can answer someone’s question. As a video producer, I’ve spent a lot of time during this pandemic helping several clients do just that: answer questions from possible customers or just casual observers. In doing so, we’ve helped elevate their brand and showcase their expertise. The videos explain a process or make suggestions on dealing with life during a pandemic. And while tutorial-style videos are far from new, they’re finding a renewed utility during COVID-19.

Businesses who have been forced to slow down, or those in professional services with more time on their hands, have started producing “Top Tip” style videos to maintain a presence and, hopefully, keep their brands top of mind. To get started, consider these tips:

Start with the Basics

Unless you’re producing content for a very targeted (and advanced) audience, choose a topic that will get the most viewers ‘into your tent.’ Find the easiest access point for someone who might be unfamiliar with your business – for example, a caterer may do something as simple as a video series on basic cooking techniques – and save the advanced material or in-depth discussions for later.

Get to the Point

We’ve all searched for recipes online only to find entries that lead off with five-paragraph essays on why the author has such a deep, emotional bond to beans. Just give me the recipe! For video, introduce yourself and your company, but do it fast, and deliver on the viewer benefit you promised in your video’s title. Speaking of timing…

Be Brief

We all know attention spans are non-existent these days, and no one wants to sit through a commercial for your company (especially if they’ve just seen an ad before your video played!) before getting to the reason they clicked in the first place. Keep it simple and communicate clearly. Think in a framework of “Top 3” tips to help keep your message tight and watchable.

I’ve noticed that people most frequently stumble over the brevity. It’s ok to simplify your message – just make it clear that what you’re presenting is the tip of the iceberg, and that there’s much more to your brand or mission (i.e., ‘watch the next video!’)

Executed well, these videos can be an affordable and effective tool to do a little advertising and make some new connections. If you’d like to talk more about getting started with a video series like this, give me a call. I’d be happy to answer any questions you might have.

Due to social distancing recommendations caused by COVID-19, virtual meetings are the new platforms to replace in-person interaction. Clients, stakeholders and employees are all using this tool to operate businesses, make new connections and maintain relationships. With everyone using this tool, how do you make sure your company isn’t causing virtual meeting burnout for attendees? Consider these three tips the next time you plan a virtual meeting.

3 Tips to Avoid Virtual Meeting Burnout:

Keep Your Meetings Short

Have agendas for your virtual meetings to ensure efficiency and keep them under 45 minutes. The average attention span for a meeting attendee is much shorter on virtual calls compared to an in-person meeting.

Use Interactive Tools

Virtual meetings are great to engage, but just seeing people on a call does not always equal true engagement. Consider adding interactive tools, visuals or even music intros during your next virtual meeting. Many virtual meeting platforms offer live polling to encourage attendees to provide feedback. Whiteboard features are also available for interactive team brainstorming sessions. A brief 5-minute interactive exercise can provide a memorable experience for your attendees

Go back to the basics

Conference calls are still a useful tool to connect with clients, stakeholders, and employees. Before sending out your meeting invitation determine your goals for the meeting. Can you achieve your goals without sharing a screen or seeing your attendee’s face? If the answer is yes, host a basic conference call. This will provide a break for the potentially numerous virtual meeting requests that clients and employees receive daily.

In April 2019, Instagram announced that it would be testing a new feature that would hide the likes under users’ posts. While many were skeptical about the idea, Instagram CEO Adam Mosseri said the new feature was an effort to “reduce anxiety and social comparison” on the platform.

The new feature was initially tested in Canada and then followed in six more countries to include Australia, Brazil, Ireland, Italy, Japan, and New Zealand. In November 2019, Instagram began testing the new feature in the United Stated for some users. While the new feature has not affected all US accounts just yet, it’s on its way to expand to more users as time goes on.

So, what does this mean for your organization?

Pros:
– Focus is on your content, not your “likes”
– More authentic content
– Post more freely without being stuck in certain time windows
– Reduce pressure to keep up with competition

Cons:
– Risk of users going to another platform
– Could make it more difficult for brands to find influencers to work with
– Emphasis on other metrics such as follower count
– May lead to lower engagement

This change will create more authenticity on the platform, meaning that your organization’s content matters more than ever before. Real engagement has to happen beyond the number of likes. Businesses on Instagram will need to get more creative in analyzing metrics and determine what content is actually working. Interacting with other accounts will be a necessity to stay relevant on the platform since the algorithm is no longer based on likes. Organizations will need a comprehensive social media strategy that evaluates more than just likes. Using and understanding analytics can help social media content creators adjust the strategic plan according to metrics like reach, impressions and saves to determine the impact of its influence.

From a marketing standpoint, the removal of likes might be scary, but it also presents a unique opportunity to develop a strategic plan and start posting authentic content to engage with your organization’s followers, rather than posting something because you know it will get likes.

Using influencers has become a growing marketing strategy. An influencer is someone who has the ability to “influence” or sway the public to make a decision. Brands use influencers to promote their products or services to the influencer’s followers. These influencers are specialists in their niche markets. The influencer marketing industry is set to grow to approximately $9.7B in 2020, an increase from $6.6B in 2019.

You should think of these influencers as walking billboards for your brand and can provide outreach to their online audiences. A typical influencer has a significant following on various social media accounts and can provide a third-party validation to your business, product or effort. While most influencers are paid for the work that they do, there are ways to benefit from this type of notoriety by connecting with individuals who have an interest in your organization.

Types of Influencers

Bloggers and Vloggers: Bloggers and vloggers publish content on a regular basis. Most bloggers and vloggers have a loyal fan base on various platforms.

Social Media Influencers: Social Media influencers use their social platforms to connect with their followers.

Micro-influencers & Nano-influencers: These influencers have a significantly smaller following, but high engagement with their audiences. Micro and Nano influencers are seen as more authentic because they appear to be more devoted to the brand.

Activists: Activists are typically driven by a political or social cause. Brands should be cautious to ensure their vision and mission align with the influencer.

Celebrities: Mainstream celebrities are often used in campaigns because of their large and loyal following. Actors, athletes, and musicians often collaborate with large brands as ambassadors.

Why Use an Influencer?

• Influencers has a High Return on Investment (ROI): A study from 2016 showed that Influencer Marketing has an ROI that is 11 times higher than other digital marketing strategies.
• Influencer Marketing is Based on Trust: 87% of users say that authenticity is one of the most important aspects of marketing.
• Influencer Marketing has a Stronger Reach than Traditional Ads: Traditional advertisements such as banner ads, commercials and other forms of ads don’t have the reach or impact like they used to. Influencer marketing targets audiences with similar interests.

When Collaborating with an Influencer

• Be Authentic
• Comply with FTC Guidelines
• Review your marketing strategy to align with your goals

Effective and regular communication during COVID-19 is a must for any organization.

As COVID-19 changes the daily operations of organizations, so should your communication efforts. Not just your external communications with stakeholders and the general public, but also your internal communications with employees. Organizations are changing the way employees work, from working remotely to shorter in-office work weeks, to deal with the impacts of COVID-19. Even with employees reporting to a physical office location, their in-person communication, staff meetings and break room conversations have ended due to social distancing.

This lack of in-person communication with employees creates a need for regular, informative and engaging internal communications. Here are a few tips to consider before you send out your next internal email.

Be Aware of Your Tone

COVID-19 has created uncertainty for companies and their employees. With uncertainty comes fear, stress and many other emotions. Be mindful of employees’ emotions when developing internal messaging related to COVID. We all know that this pandemic is a serious situation and associated information should be taken seriously, but internal communications don’t have to be all business, all of the time. Take the time to add humor, words of appreciation or an inspirational story to separate the repetitiveness of COVID update emails. This change of tone can bring value to employees who haven’t had in-person interaction with co-workers.

Keep It Simple

The pandemic is already overwhelming – don’t make your internal emails more work for employees. With constantly changing guidelines and state/county regulations, organizations are continually sending out emails to keep employees informed. In addition to emails, consider developing an internal webpage for employees to find all COVID-19 related forms, policies and procedures. An updated repository of information is always easier than trying to dig through your inbox for an email sent two weeks ago.

Unified Internal and External Messaging

As your organization plans the right message to deliver to stakeholders on how you are handling COVID-19 impacts, make sure your employees are receiving the same message. You don’t want employees to hear about a new initiative or policy from someone outside of your organization. As you plan your next update email to stakeholders, make sure you have developed similar messaging for employees.

Every organization’s culture is different, but applying these tips can help improve your communication with employees, resulting in increased trust and productivity.

I’ve long been a fan of the insights of author Seth Godin. Last week, one of his blog posts spoke to me:

I used to ask, “If you stole Steven Spielberg’s address book, would it help you get a movie made?”

The point was that even if you had the phone numbers and names, calling them up and saying you’d stolen them wasn’t worth very much. The data has no value without trust and connection.

Now, twenty years later, all the address books have been stolen. Everyone has all the data. Identifying the right people (or spamming everyone) is easy and cheap.

Which makes the point even more urgent than ever: Without trust and connection, access to data is worthless.

– Seth Godin

The stolen address book

What are you doing to build trust and connection with your key stakeholders?

As the coronavirus has kept us all apart, finding creative ways to engage your stakeholders is more important than ever. Just because you may not be seeing them in person, does not mean they don’t need to hear from you.

Here are a few steps to make sure you are staying connected:

Identify

Take the time to identify your most important stakeholders. Are they your employees, board members, community advocates or donors? Key groups of individuals can make or break your success. Managing your key stakeholders includes identifying not only who to engage, but how and when to engage them. If you find yourself with some free time, make the most of it by reviewing your contact lists – and why not include social media friends and followers – to spark ideas. I bet you’ll find more than a few lost contacts or connections that could be worth rekindling.

Communicate

If you aren’t telling your story, someone else will. Whether positive or negative news, how you craft your story matters and people need to hear it directly from you, not someone else. Be factual, authentic and timely to earn the trust of your stakeholders – and the time of COVID-19 is no exception! Now is the perfect time to reconnect by checking up on old connections.

Measure

Finally, take a pulse of how you are doing. Seek input from others to see if your efforts are resonating. If they aren’t, you’ll need to retool your strategy. In lieu of in-person meetings, opt for video calls where you can. It’s always easier to read someone’s body language and expressions than trying to decipher over the telephone.

NP Strategy helps clients both large and small identify their key stakeholders and craft the right message for delivery to each unique audience. Let us know if we can help you!