NP Strategy (NPS+), a strategic communications firm providing crisis, media and public relations assistance, welcomes Denada Jackson to the growing team.  Jackson, an award winning public relations expert with established roots in the Charlotte area, will serve as a NPS+ Senior Advisor.

“Denada’s relationships and dynamic background will immediately add value our clients and our team,” said Heather (Hoopes) Matthews, CEO of NP Strategy. “We look forward to growing our client base and our offices throughout North and South Carolina.”

Jackson joins NP Strategy after serving the City of Charlotte for seven years in a number of different roles. Most recently, Jackson worked closely with Mayor Vi Lyles and the Charlotte City Council to provide communications support, event and relationship management and also played an integral role coordinating initiatives with the White House and North Carolina Governor’s Office.

“I’m excited to join NP Strategy to offer my unique problem-solving ability and passion for storytelling to help clients thrive in the current marketplace,” Jackson said. “I look forward to accessing its deep bench of resources to grow public, private and nonprofit organizations in Charlotte and across North and South Carolina.”

A recognized community leader with a passion for youth empowerment and education, Jackson is currently a board member of the Thomas Davis Defending Dreams Foundation, which provides free programs and educational opportunities for underserved youth. Among her many professional achievements, Jackson received the Women in Business Award from the Charlotte Business Journal in 2017.

The Charlotte native graduated from North Carolina A&T State University with a degree in journalism and mass communications. Jackson is the fourth new team member to join NPS+ since August 1st.

Your business website serves as a snapshot of your brand — it is the fastest way for potential clients to see who and what you offer. If your website was created or has been updated in the past three to five years, you may think that everything is running smoothly. Think again. It may be time for a refresh.

Is website neglect responsible for killing your marketing?

The longer a website goes without updates or new content, the further your website drops in search engine rankings. And, when you finally decide to make a change with your website after years of neglect, you’re probably more focused on design aspects rather than content.

Search Engine Optimization (SEO), Google algorithms, and the technologies and software we utilize online are constantly evolving. What may have worked for your website a year or two ago probably isn’t working for your website anymore. Website development is no longer a one-time thing, but an ongoing process requiring constant care and attention.

Here are three things to consider when evaluating your website:

1) Create and implement an updated vision. What do you want your website to say about you and your brand? Who is the target audience you want to visit? What resources does your website provide them?

2) Make sure your website is undergoing constant content development. Updating your website with new and relevant information not only helps your search engine rankings but gives people a reason to come back. In that same vein, your social media channels should drive traffic back to your website. Create a calendar for your content — whether it is social media posts, blog posts, events, etc. — so that your content and message is clear and consistent across all platforms.

3) Monitor your site analytics and the changes that are occurring (from SEO to consumer trends). From there, you can adjust content as needed. This will also help identify when your website looks and feels outdated given the ever changing way people use digital platforms.

Having an updated, engaging website is attainable for everyone — it just takes a little work on the front end. So the next time you find yourself wondering why your marketing strategies aren’t producing the results you want, ask yourself, “Are we neglecting the website?”

Putting the “O” in PESO

In the world of public relations there is a model for everything. When it comes to handling media relations, that model strategy is known as PESO—Paid, Earned, Shared, and Owned media. The model is structured so each media type plays a role and serves a purpose to an overall well-rounded media strategy.

Those unfamiliar with the PESO model may naturally assume the media types are arranged left to right by level of importance, but in this case, it’s simply a memorable acronym. Paid media technically comes first, but owned media actually comes first in the process. Why? Owned media assets are the foundation of the media strategy and provide a means for the other pieces to work.

Everyone wants media coverage, but what are you doing to prove the value you are able to provide? In order to gain media traction, you have to show before you can tell. Almost all earned media starts with owned media. Owned media is the content your organization creates on its own: blogs, videos, visual content, podcasts, case studies, etc. This content is considered owned because it lives on your own platform, website, or channel.

Creating owned media means you are developing content that showcases your brand’s realm of expertise. It opens the door to which earned media can walk through.

When planning an owned media strategy, there are a few key pieces to keep in mind. Keep it unique. If you’re producing the same podcast, blog or video as everyone else in your industry, how do you expect to stand out? Find your secret sauce and own it! Next, identify the type of media coverage you want. It will serve as a guide and help you build out content that feeds each media outlet’s appetite.

Finally, instead of focusing on quantity, be strategic and put care into quality content that gets your message across in a clear way.

If your goal is increasing earned media, owned media should be one of your top priorities. Just remember: know your topics, stick to your plan, and keep it unique.

It’s no secret: video is the flavor of the month in the world of marketing and communications. Take a look at web traffic and bandwidth usage and you’ll find where interests lie: more and more of us are watching our content as opposed to reading it (except this article – which you should continue to read).

If you run a business, non-profit, or even government entity, you’ve probably had someone tell you, “We need to do video!”

But, jumping in head first without considering your overall strategy is the wrong approach.

When setting aside bandwidth metrics and consumer habits and blocking out the noise of the video-obsessed, how do you know if now is the right time to press record?

Think of video as a tool, not a checkbox. Part of the reason I enjoy working at NP Strategy over a typical, standalone video production house is that we take the time to examine each client’s situation to determine the best course of action to move toward their goal. In some cases, video may not be the right step to take at that particular time. A trustworthy video production manager should be honest with you and acknowledge when video may not be the best strategy, while also explaining where it has a place in future plans and projects.

NP Strategy has the knowledge and expertise to guide you on your video production journey, but what If you’re going it alone? Here are some simple tips for making the determination on whether it’s time to go to video:

Know your why. What is the goal of this proposed video, and can it be done better or more efficiently in a different format, like a press release, social media campaign, or something else?

Consider the demands of your organization, and the goals you want to accomplish. How would a video help you reach these?

Remember your audience. Who are you trying to reach with this video? Is this the best way to speak to them?

If your video can be used to achieve or excel an existing or targeted communications strategy, then it is likely a worthwhile investment.

I’ll leave you with one final reminder: whether it’s content you create on your own, or something more significant that requires experts like NP Strategy to film and produce, don’t do video just to do it. A video with no purpose or strategy to reinforce it is oftentimes just noise, and we all deal with enough of that already.

So be strategic—and when in doubt, we’re here to help.

We are surrounded by an ocean of technology and social media. Every day we tap away on our iPhones or scroll through our Microsoft Outlook accounts trying to find new and creative ways to cultivate and obtain new business.

Some resort to consulting the Yellow Pages—are those even in production anymore?

Pursuing new business clients isn’t easy work, so we often option to the quickest forms of communication. If you aren’t looking back at the contacts you have already made but failed to reach out to after your first meeting, you may be leaving potential business on the shelf. There may be some low hanging fruit out there that doesn’t exist at your next “Paint Your Own Flower Pot” cocktail hour.

Here is an idea that is not often thrown around at lot, perhaps because it doesn’t fit in the 240-character limit on Twitter, or it doesn’t allow for a catchy meme on Facebook. Try opening up your phone and simply looking at your contact list.

Do you have a stack of dusty business cards sitting on your desk? Utilize what you already have by making a list of all the individuals you have had business meetings with. Go through your phone and find those individuals you had coffee with a year ago, but have yet to touch base with. People are more likely to do business with those whom they already know or have a relationship with.

Once you have curated this list, put it into action by making contact with the individuals listed. Set up as many business meetings as you can. Before you go, or even make the phone call (yes I said phone call, not a text), make sure you know what you are asking. Do some research on the company or person you are going to speak with, know what they might want, and be prepared to answer questions about you or your agency.

Some of these meetings may not produce the outcomes you want. But, like they say in dating, you never know what is out there until you try! Even if the meeting or follow-up doesn’t go as planned, this activity will improve your business outreach, increase your name recognition, improve your social skills, and perhaps yield business later on down the road. Remember, we are playing for long-term success, not instant gratification.

Nothing can take the place of a well-executed in-person business meeting. If you procrastinate or wait for Elon Musk to solve this issue, you will be bankrupt or out of the job by the time the next season of Dancing with the Stars begins.

At the very least, you get to catch up with an old friend or colleague.

And, don’t forget to write a follow-up thank you message—preferably handwritten, and mailed. For those of you with the “WOW” face right now, yes, the Postal Service does indeed still exist.

Happy hunting.