How do you get your daily news? It’s likely not the way you used to get it years ago, and may not even be the same as last year. Social media – the savvy culprit – is responsible for much of the shift, along with busier lifestyles and constant connectivity.

According to a 2018 Global Digital Report, more than three billion people are on social media and most of them use their cell phone to connect and view content. There’s an app for almost everything these days, including most every news outlet. Few still read hardcopy newspapers cover-to-cover, and it’s not difficult to understand why. There are far more options where you can select the news you want and get those stories sent right to your inbox. From headlines to the latest viral video, there is a plethora to read, skim or use as a distraction – often found right in the palm of your hand.

This shift has also prompted a change in the way newsgatherers work. Most professional journalists pride themselves on being truth-seekers and fact-finders. Many follow a certain code of conduct –based on fairness, accuracy, and accountability – and now they have to exist in a world where anyone with a cell phone can be a creator of content, aka newsgatherer, without any training in the media industry, nor any idea of ethical reporting.

Given the constant demand for content, how do companies stay current with an ever-changing media marketplace?

In summary: be adaptable and willing to try new things to reach your audience.

Understand the news cycle is 24/7
The message is no longer held hostage by the medium. The message is the message and people constantly crave content and will look for it on all platforms. Always be prepared to tell your story. Be available for media interviews, pitch your brand and take control of the story. If you’re not shaping your message, someone else is shaping it for you.

Strategically consider your social media posts
Going beyond a basic account, create a long range content calendar. This calendar becomes your storyboard where you draft posts, assign assets and make room to respond to breaking news. Sell your message but also take us behind scenes giving viewers entry to part of the organization they may not normally be able to access. With social media, you have the ability to communicate directly to the consumers unfiltered, so take advantage of the opportunity and be sure to be authentic.

Know – and directly target – your audience
When developing messaging, (whether it is for social media, internal communications, a website, or for the media) understand exactly who is consuming your news, who you want consuming your news and how to reach them. Then, pick your platform based on their preferences. If your target audience is Millennials and Generation Z and your content is visual, post to Snapchat and Instagram. If your audience is older, Facebook may be your best fit. Twitter is an ideal platform for news stories and to gain the attention of the media.

Earned media vs. Paid media
Both can serve you well, and in this progressively digital world, you need to make sure you have a strong online profile. Develop genuine relationships with the media but also consider putting money behind digital advertising and marketing. For a price, you can craft your message and deliver it directly to your target audiences, bypassing the media. Paid, boosted social posts can raise your brand’s profile significantly.

Become your own influencer
If you can find your audience and keep their interest by consistently creating captivating content, you can expand your network, gain credibility, build your brand and ultimately influence the message. That’s when the media starts calling you and asking for an interview.

Originally published by Midlands Biz on August 21, 2018.

See also: Digital and Social Media

When you have a need for information, where do you first go? If you are like a growing number of Americans, you whip out your cell phone and search online. What you find, or don’t find, often leaves a lasting impression. So as a business decision-maker, are you routinely thinking about your online “look” and whether it’s captivating or chilling? As the former CEO of a website development firm, I learned what it takes to have a compelling online presence.

Here is a quick list of critical questions for your window to the world.

1. Is your brand consistent?

Does your website reflect the true essence of your company? Can I determine what that is in a 30-second scan of your homepage? Visually, have you displayed your mission, vision and values – and more importantly – your services provided to customers or stakeholders?

2. Who is your target audience?

Everyone wants to reach the masses and that really results in connecting with no one. Be focused. Who exactly is your top choice of partner, client, or customer? Be sure to tailor your website to that targeted group. For sure, tailor your text and photos, but even design your navigation to how your ideal visitor may intuitively “walk through” your website.

3. Are you grabbing their attention?

What image or story can grab a visitor’s attention? Tell it! Go beyond the who and what, and focus on the why. Why should people care about your organization? Use examples of your work to demonstrate a proof of performance. Highlight your good works in the community and why this civic engagement is important to your organization. And let others speak for you, by filling your website with testimonials of why your organization is a good partner.

4. What is your call to action?

Having a compelling online presence with strong calls to action drives business to your organization. Don’t miss an opportunity! Intentionally guide website visitors to your desired call to action. Make it clear and easy to access. And regardless of what page your visitor is viewing, list the action choices, whether it be something as simple as ‘contact us’, or something requiring more thought such as ‘donate’ or ‘buy now’.

This quick list of questions should just be the beginning. Never before has the world been more connected. Spend time and money on your website. It can confirm your reputation, score new business and connect you with the world….while you sleep.

Authored by: Jean Cecil Frick. Jean Cecil Frick is a veteran of the private, public and non-profit sectors driven by helping individuals and organizations achieve their goals. Prior to joining NP Strategy, Jean Cecil served as the CEO of a start-up web development firm. Under Jean Cecil’s leadership, the firm created high design, strategically planned and easily managed websites for businesses, non-profits and schools throughout the Carolinas.  

Originally published by MidlandsBiz on August 7, 2018.

See also: Digital and Social Media

For over a decade, I have worked hard to achieve professional success in different but similar professional paths. I began my professional career in the media, then ventured into politics, and later moved to the private communications sector. I have spent five years (and counting) in the media and public relations field. And previously, I spent six years in the political field, running campaigns and serving as the Executive Director of the South Carolina Democratic Party and the Communications Director for Congressman Jim Clyburn – a Congressman that President Barack Obama once described by saying, “one of a handful of people who, when they speak, the entire Congress listens.” Congressman Clyburn’s orator skills may be inherent but even if you aren’t Jim Clyburn, you can still learn how to be an effective communicator.

Politics and private public relations are very different sectors but offer similarities from time to time. And throughout the ping-pong effect within my career path, I have learned how best to be a compelling communicator.

There are many places where political communications and public relations intersect but two specific examples stand out and each sector can learn from one another.

First, is the component of stakeholder engagement. Ask any politician who the most important person in their campaign is, and they’ll say (if they want to win) the constituents. This works similarly for businesses. Rather than constituents, they are community stakeholders. Both groups need to be communicated with effectively and with the right messaging and timeline. You need to make sure they feel included in the process and understand your goals and efforts.

A crucial step in this component, one that’s proven to be immensely helpful in the work we do at NP Strategy, is mapping out stakeholder engagement. Developing a stakeholder map, ranking the individuals and then tracking the communication and progress provides for an organized and effective effort to communicate with the most important people in your community or network.

Second, is to speak concisely or in political terms, speak in soundbites. There is nothing more frustrating for a reporter than to receive a press release that is pages long. In turn, there is nothing more frustrating for a voter than a politician who can’t get to the point. Understanding your message and being able to deliver it in a concise and developed way is critical for anyone in politics or business; especially if you’re trying to earn media coverage.

The ability to successfully communicate is a necessary aspect of politics and PR. Each area of stakeholder engagement and concise messaging requires creativity and control. Political strategies always require a strong public relations component and conversely, a public relations strategy must include a campaign-like approach. In today’s environment of mass communication and instant gratification, being able to develop the best message to the right people may be a difficult equation but if you can solve it, you’ll win every time.

Authored by: Amanda Loveday. Amanda’s passion for meeting new people and building relationships is what has made her a powerhouse in politics and communications. A decade of experience taught her the importance of getting to know the community and how to interact with people, especially those with different personalities and backgrounds. Get in touch with Amanda at (803) 540-2190 or amanda@npstrat.com

Originally published by MidlandsBiz on July 24, 2018.

See also: Stakeholder Management, Message Development

Any organization confronting a controversial issue, and especially a crisis, will need legal advice and public relations advice. That, however, is where the problem arises.

Lawyers and public relations professionals have different, and at times, conflicting goals. Legal wants to win the case or obtain the permit, but also to limit potential liability for a client. Limiting the liability of a client is a sound legal objective. The public relations professional wants to maintain the reputation of the organization and help shape the organization’s message regarding the issue or a crisis so that opponents of that organization cannot shape the message in a negative way. In other words, the public relations professional wants to communicate. The PR teams want the organization to be able to continue to do what it does or sell what it sells.

The problem arises due to the fact that the sound legal goal of limiting liability often means shutting down an organization’s statements about the very issue that threatens the organization. “No comment” is always a safe legal strategy.

The problem is that “no comment” is often a really bad public relations strategy. A strategy that could hurt an organization’s ability to continue to do what it does or sell whatever product or service it sells  – and ultimately its ability to survive.

While this conflict will never be avoided, it can and should be managed. The best way to do so is to get the legal and PR teams at the same table, establish on-going dialog with chains of communication and finally, be sure that both legal and PR ultimately answer to one point of contact.

The final piece – having legal and PR answer to one point of contact – is important because compromises between full and open communication and limiting liability will have to be made. While it’s the hope that the legal and public relations professionals can get to a middle ground themselves, they are often separate, independent firms that will likely stick to their goals and their engagement. Therefore, a member of the organization will need to weigh in and may have to tip the scales to decide which direction is best.

Throughout my career as a lawyer, I have bumped into this conflict between legal and public relations on numerous occasions. We formed NP Strategy as a subsidiary of Nexsen Pruet with the desire to better address this conflict and better provide the legal and public relations advice that is truly in the best interest of a client’s long-term success.

Authored by: Leighton Lord. Leighton is ranked at the highest levels for ethics and competence making him among the best attorneys in South Carolina according to the state’s lawyers. As a businessman, Leighton has critical first‐hand experience in running a large business, managing people, and building consensus. At the age of 42, he was elected Managing Partner of Nexsen Pruet, making him one of the youngest managing partners of a major law firm. Currently, Leighton is founder and Managing Director of Nexsen’s communications affiliate, NP Strategy, LLC.

Originally published by MidlandsBiz on July 10, 2018.

See also: Message Development

“Free PR advice from a top, local strategic communications agency!” Sound too good to be true? We’ve partnered with longtime friend and publisher Alan Cooper to share our insider’s view and provide you with free advice. Why? We are a start-up, founded in 2014, that has enjoyed success and we want to keep growing and when you give, you grow.

Among the topics we will cover:

• Inside the Newsroom: Managing the media with insight from former journalists
• The biggest mistakes people make in a crisis
• The (NEW!) power of video
• Executing successful events: More than just a pretty party
• Effective Stakeholder engagement strategies- that help you succeed
• Navigating today’s social media scene
• Top ten tips to avoid common “Website Woes”
• And more!

One of the secrets to our success, which you can implement now, is serve your teammates. Regardless of title or years on the job, we will roll up our sleeves and do what needs to be done in order to ensure success for our clients.  That includes 14-hour days, chasing down a journalist or even – this truly happened – cleaning a porta-potty at an event because it is necessary. (We would prefer not to repeat that last one.)  If your team isn’t to the point where you are serving one another, spend some time together to get to know each other. In the office, watch for ways to support your colleagues, and ask daily, “How may I help you?” Nothing solidifies a team more than reaching a mountain-sized goal – together.

WARNING: NP Strategy is not your typical PR agency. While we are an experienced group of professionals from media, business, public policy and communications agencies, we personalize what we do in a way others don’t. We work alongside non-profits, international corporations, governments and local businesses. And what truly sets us apart is we are a wholly owned subsidiary of the Nexsen Pruet Law Firm. This gives us a unique perspective of how legal and communications can complement each other. We also work with other law firms, just never in direct opposition to our parent company. And while we serve mostly NC and SC clients, you’ll see us hopping airplanes to visit clients farther away now and again.

If you have a question or topic you would like us to discuss in the future, shoot me an email at Heather@npstrat.com. In the meantime, we hope you enjoy this video we helped produce earlier this year for Samsung. (click here to see the grand opening video)

By Heather Matthews