Artificial intelligence is all anyone can talk about in the technology world today, but how can it be used in the public relations industry? AI applications are not meant to replace PR practitioners but rather to enhance the content and productivity of communications. Here are four ways AI can be harnessed in PR:

1) Monitor Media

With the assistance of AI, tracking mentions of a certain brand or topic becomes easy. Brands can be monitored across various social media platforms and news sources in real time to give you measurable and up-to-date data. Using an AI device to monitor media ensures that multiple topics and brands are meticulously tracked.

2) Perform Sentiment Analysis

Once the media monitoring data is collected, AI can be used to understand the emotions and opinions expressed in each individual mention. This data can be organized to decipher which content provoked what emotions, whether positive, negative, or neutral.

3) Predict Potential Crises

Utilizing monitored media and sentiment analysis data, AI can help determine the overall reputation of a company. Understanding how the public perceives a company at any given moment is crucial in predicting crises. Managing a problem before it becomes a crisis is a key part in maintaining the image of a brand.

4) Spark Content Inspiration

Initial ideas for press releases and content can be stimulated by the use of AI. It complements the brainstorming portion of a campaign by providing research or concepts that can be expanded on to produce a final product. AI can also provide new perspectives that could target different audiences. However, AI is used to strengthen the messages, not make them. The majority of content should still be unique and personalized by a PR professional.

 AI can be a useful tool in bolstering existing PR efforts, whether you’re looking for ideas on how to approach that new campaign, tracking the effectiveness of it through earned and social media, or trying to show its value through sentiment analysis.

In today’s digital world, having a robust online presence is essential for businesses and individuals alike. Search Engine Optimization (SEO) is vital in ensuring your website ranks high in search engine results— ideally, the first page, increasing your visibility and driving organic traffic.

To do this, common search engines, like Google, tend to use bots to explore all web pages, downloading and storing useful information into an index. This information is then used in an algorithm to determine which pages should show up at the top of a search page. 

While we cannot change the algorithm, creating a website that meets certain criteria is possible, increasing its chance of having a higher SEO. Here are some useful tips for optimizing your website.

1) Understand your audience

Understanding the needs of your audience or your customers is the first step toward improving your website. When looking to build a website or accomplish a goal, market research is the first step to success. This helps you understand your customers and their needs, as well as your competitors. A good tip is to consider why a customer may be seeking out your services and use that information to create keywords across your website to draw their attention.

2) Use keywords

By using keywords, you allow your website to be easily recognizable, which will contribute to the algorithm that determines your SEO. It is best to use popular words that relate to your services, or that people are likely to use in their search. Do research on which keywords will best represent your brand and showcase your services. AI tools can also assist in developing keywords.

3) Update Content

Keeping your website up to date, and refreshing it with new content regularly, will cause the search engine to visit your site more frequently to collect new data. In most cases, this will aid in optimizing your website, as the algorithm will pick up these changes and note the frequency of new visits. New content may include photos, recent testimonials, news related to your business, or anything that may be relevant to your services.

4) Website Referrals

When a search engine ranks web pages, they often factor in the number of times your site is referred to or linked across the internet. Websites with a high number of mentions are often seen as more reliable, essentially guaranteeing a vote of confidence from the search engine. By having your website linked to other reputable sites or even on social media, you will help to boost your own page’s ranking.

5) Use Meta Tags

Meta Tags are a part of the HTML code within your website. Complicated, I know. When you create a new HTML code, inserting keywords into the Meta tag will often help the search engines to better identify your website, and allow it to appear higher in search result rankings.

For example, on the search results for NP Strategy, our website appears like this:

Meanwhile, the Meta tag for this would appear in this format:

<meta name=”description” content=”NP Strategy | A Public Relations Firm with offices in Birmingham and Mobile, AL, Charlotte and Raleigh, NC and Charleston and Columbia, SC.”/>

By inputting this information, it becomes easier for users to find the website using the keywords within this tag.

If it’s time to boost your website ranking, SEO is the first step to driving traffic. 

CHARLESTON, S.C. [September 13, 2023] –  NP Strategy, a strategic communications firm providing crisis, media and public relations assistance, welcomes Morgan Grimes to its Charleston, South Carolina office. Grimes will serve as a Specialist, bringing three years of experience in Lowcountry government and community relations to her new role. 

“Morgan’s enthusiasm, experience and deep Lowcountry relationships will immediately add value to our clients and our team,” said NP Strategy CEO Heather Hoopes Matthews. “We welcome Morgan to our Charleston office.”  

Grimes previously served as the Communications and Outreach Specialist for the Berkeley-Charleston-Dorchester Council of Governments (BCDCOG) where she played a significant role with Lowcountry Rapid Transit, South Carolina’s planned bus rapid transit system. During her tenure with BCDCOG, Grimes developed impactful communication strategies, particularly geared toward stakeholder engagement.         

“I am honored to join NP Strategy and look forward to fusing my passion for strategic communications with the dynamic client mix of NP Strategy,” Grimes said.  

Born and raised in Charleston, Grimes graduated from the University of South Carolina with a Bachelor of Arts in Public Relations. During her time at USC, she served as Public Relations Chair for the National Association of Black Journalists and was also a Social Media Assistant for USC’s Alumni Association. Grimes is currently pursuing her master’s degree in strategic communication from Purdue University.

Reach Morgan Grimes at morgan@npstrategy.com.  

Our world is full of distractions, where attention spans are fleeting, competition is strong, and the power of visual storytelling cannot be overstated. As consumers are bombarded with a constant stream of information, brands need to stand out and build deeper connections. This is where graphic design comes into play, transforming generic marketing campaigns into captivating narratives that leave a lasting impact.

At its core, visual storytelling is the art of conveying a message or narrative using compelling visuals. It’s about transcending mere information-sharing and tapping into the emotions and experiences that resonate with the audience. This technique draws the audience into the story, making them active participants rather than passive observers.

When it comes to storytelling, graphic design has the ability to:

Create an emotional connection.
Graphic design enhances storytelling by evoking emotions through imagery. Emotions are known to play a crucial role in decision-making. Well-designed visuals have the ability to trigger a range of emotions – from joy and nostalgia to empathy and curiosity. By strategically incorporating these emotions into marketing materials, brands can forge stronger connections with their audience.

Maintain a consistent brand narrative.
Visual storytelling hinges on maintaining consistency across various touchpoints. Graphic design ensures that the brand’s narrative is seamlessly woven into every piece of content. From social media posts to website banners, design elements should reflect the brand’s identity and story, reinforcing recognition and recall.

Create an engaging visual hierarchy.
Graphic design enables the creation of a clear visual hierarchy that guides the audience through the story. It helps direct the viewer’s attention to the most important elements, ensuring the narrative unfolds seamlessly. Through the strategic use of size, color, contrast, and placement, designers can guide the viewer’s gaze and emphasize key messages.

Convey complex concepts.
Complex ideas and information can be challenging to communicate effectively. Graphic design offers a solution by simplifying intricate concepts into easily digestible visuals. Infographics, for example, distill data and information into engaging, bite-sized graphics that communicate the essence of a story without overwhelming the audience.

Graphic design is a cornerstone of effective visual storytelling in marketing. It goes beyond aesthetics, serving as a bridge between brands and audiences. Through the strategic use of emotions, consistency, hierarchy, and simplification, graphic design elevates marketing campaigns from being merely informative to becoming immersive experiences that leave a lasting impression. As the digital landscape evolves, harnessing the power of visual storytelling through graphic design remains a potent strategy for captivating audiences and building meaningful connections.

In today’s fast-paced and interconnected world, organizations face a multitude of challenges that can potentially harm their reputation and bottom line. Effective crisis communication is paramount to managing these challenges and maintaining public trust. At the heart of crisis communication lies the intersection with public relations and those of us at NP Strategy have experience and backgrounds in both. We believe the relationship between PR and crisis communication is crucial, and this article will highlight how seamless integration is vital for successful reputation management.

Building Strong Foundations: Public Relations as a Proactive Approach

Public relations forms the bedrock of a company’s reputation management strategy. It involves developing and nurturing relationships with key stakeholders, including the media, employees, customers, and the public at large. By consistently communicating positive stories, engaging in proactive media relations, and effectively managing brand messaging, public relations helps create a positive public perception of the organization.

The Dynamic Nature of Crisis Communication

 Crisis communication, on the other hand, is a reactive approach, specifically focused on mitigating and managing reputational damage during times of crisis. Crises can stem from various sources, including product recalls, natural disasters, executive misconduct, or cybersecurity breaches. The key objective of crisis communication is to protect the organization’s brand image, restore public confidence, and maintain stakeholder trust.

 The Synergy: PR’s Role in Crisis Communication

 During a crisis, the synergy between public relations and crisis communication becomes evident. Public relations professionals, like those at NP Strategy, step into action, leveraging our existing relationships, expertise in strategic messaging, and our understanding of the organization’s values and mission. We serve as a bridge between the organization and its stakeholders, ensuring that accurate and timely information is disseminated.

We also develop crisis response plans, establish clear lines of communication, and provide guidance on messaging consistency. Through proactive media relations, our team has helped shape the narrative surrounding a crisis, steering public perception towards a more favorable outcome.

The Importance of Preparation and Training

Effective crisis communication cannot occur without prior preparation and training. Our team plays a crucial role in conducting risk assessments, identifying potential crises, and developing comprehensive crisis communication strategies. We simulate potential scenarios and rehearse crisis response protocols. By doing so, we ensure that the organization is prepared to navigate any crisis that may arise, minimizing the impact on its reputation and stakeholders.

Public relations and crisis communication are two inseparable components of a comprehensive reputation management strategy. While PR builds strong foundations by proactively managing public perception, crisis communication steps in to address and mitigate reputational threats during times of crisis. The seamless integration of these two disciplines is crucial for effective reputation management and can mean the difference between weathering a storm with minimal damage and enduring irreparable harm.

Organizations that understand and invest in the intersection of public relations and crisis communication are better equipped to protect their brand, maintain public trust, and emerge stronger from challenging situations. Through partners like NP Strategy, businesses can harness the power of PR and crisis communication to navigate turbulent times while safeguarding their most valuable asset—their reputation.

The beloved Barbie doll has taken the world by storm, this time outside of her box and on the silver screen.

It is not likely to find someone who hasn’t heard about the new film, mostly because Warner Bros. left no stone unturned when it came to marketing the highly-anticipated movie adaptation of one of the world’s most well-known dolls. The movie’s promotion has been widely regarded as one of the most creative and successful modern movie campaigns, especially after dominating the box office by grossing over $356 million worldwide on opening weekend.

Hot (Pink) Marketing Tactics

The tactics went far beyond typical cinema or plastic children’s toys. The movie had its first viral moment with the “This Barbie is…” posters and seized that moment by joining forces with PhotoRoom to create a free online poster generator. 

The blitz didn’t end with social media. More unique Barbie collaborations followed across multiple industries ranging from cosmetics and clothing lines to home goods and even gaming. By producing tangible products and interactive experiences like the creation of a life-size Barbie Dreamhouse available for vacation rentals, many people felt connected to the upcoming film.

The strategies implemented weren’t the only thing out of the ordinary. The more intriguing concept is that the buzz didn’t have the qualities of your classic fads that have a quick rise and fall. Rather, Barbie kept momentum and continued to gain popularity for months. Josh Goldstine, Warner Bros. President of Global Marketing, attributes this to the use of “breadcrumb marketing.” Each promotion added something new for the audience while never giving away the plot. With our population’s decreasing attention spans and rising love for bite-sized media content, the Barbie team’s clever decisions to keep the public interested in what they had to offer further proves the need for companies to think outside of the (doll) box when it comes to selling your brand. You don’t need a major blockbuster event or a multi-million dollar budget to take your marketing to Mattel level, but you can take cues from their actions to engage your following. 

The “breadcrumb marketing” of Barbie serves as a blueprint for companies to hack the code and get on the path to maintaining – and more importantly, gaining – interest in your product. While this idea may be contrary to traditional advertising methods, the ever-changing world of social media looks for allure now more than ever. Today’s consumers love the feeling of being “in the know” and tend to want to follow along so they don’t miss out on the most current updates. 

Have Your Own Barbie Moment

When looking to build anticipation for exciting new company announcements or events, you too can create a series of posts that leave a breadcrumb trail of details leading up to the big reveal. This will also allow you more time to grow your reach and increase conversation prior to releasing all the information. 

1) Create a sense of urgency by including a clear call to action, whether that be directing followers to a link to a website, product, other social channels or simply the next piece of content. This enables the users to feel they have the ability to interact and that the decision to learn more is theirs to make. You can even go the extra mile with this approach by having others place a few crumbs for you. 

2) Take a page out of Barbie’s book and get creative with fun, shareable content that followers can post to their accounts to contribute to your community, or even venture into thoughtful collaborations with other brands or influencer partnerships that drop some of the details for their followers to find. It’s no longer just about one big viral moment that can be quickly moved on from. 

3) Prioritize consistent engagement by carefully planning how to get your audience excited and eager to be on the lookout for your next updates. In Hollywood terms, consider these the teaser trailers before the movie’s premiere. 

Hansel and Gretel’s breadcrumb trail led them back home, but Barbie and Ken’s will lead your key consumers straight to you!

Lenovo’s Work for Humankind public relations campaign in North Carolina lasted three weeks and involved 13 students working with over a dozen organizations in three cities. Lenovo tasked NP Strategy with executing an activation that serves the organization’s values while ensuring an enjoyable experience for the participants and maximizing our storytelling audience. Each detail mattered and required deep logistical planning to formulate an engaging experience for all involved.

HBCU Participation

Lenovo has strong relationships with Historically Black Colleges and Universities in North Carolina. Elizabeth City State University’s participation was unique. Student groups from the Community Emergency Response Team joined all legs of the journey to offer their perspective on conservation work across North Carolina.

NP Strategy connected with the dean of their Aviation and Emergency Management Department to develop a student selection process, resulting in students from over five different cities joining the campaign.

Students were asked to help capture video and photography content along with writing blog posts about their experiences. While capturing this content, students also kept up with their schoolwork. Being able to capture content, write blog posts and continue schoolwork from remote areas of North Carolina proved Lenovo’s belief that with the right technology, you can truly work from anywhere.

Mountains to Sea Trail Partnership

This was the perfect year to partner with Friends of Mountains to Sea Trail, as 2023 is the Year of the Trail. 40 years ago, Robert Lee, Chapel Hill’s first Black mayor and cabinet official under Governor Jim Hunt, announced an idea to build a trail from the Great Smoky Mountains to the Outer Banks.

NP Strategy worked closely with the trail team to plan activities at each stop. They connected us with the Ranger Station in Jockey’s Ridge and Cherokee, directors at various museums and community centers like Canetuck in Burgaw, N.C., and helped us understand the possibilities each stop could offer students.

With guidance from the trail team, we determined which three stops would have the largest impact on both the student’s curiosity and Lenovo’s conservation efforts. The goal was to provide students with a conservation volunteer opportunity, enable them to experience the trail and start a lasting project for future hikers.

A Lasting Initiative

After the Work For Humankind activation was over, Lenovo wanted to ensure the initiative had a lasting impact. Each stop used Lenovo technology to create platforms that are useful for years to come.

In the Outer Banks, the data students collected will be used for a project in the fall to develop a flood analysis for the Mountains to Sea Trail team. They will use the information to help determine where the rest of the trail should be built to avoid flooding. Since most students majored in emergency management, an NP Strategy team member who formerly worked in government communications is a taught students how emergency communications work in city governments.

In Burgaw, students were able to build content about their experiences and the area’s rich history. The blogs and photos they created will be stored and shared on Mountains to Sea Trail’s inclusion page – MST For All. The content is meant to encourage people of color to hike the trail and experience the Black history on the trail. During a planned lunch and learn, NP Strategy’s social media manager taught students social media tactics.

In Cherokee, students visited or hiked to seven points of interest then photographed and wrote about their experience for others to nail the perfect shot or select the right trail to hike. Motorola will take this content and build an app called Cherokee: Mountains-to-Sea Trail. The app will be featured for downloads from the Mountains to Sea Trail downloadable guides.

Media Relations

 NP Strategy recognized the North Carolina activation of Work For Humankind had several different stories to tell – from the overall project to the work accomplished by students at each stop and Lenovo’s effort to change the face of conservation.

Knowing this, NP Strategy would rely on tailoring the message, crafting compelling stories, leveraging various media channels, and engaging with the community.

NP Strategy worked to craft compelling narratives that highlighted the North Carolina activation’s objectives, and lasting impact.

The media relations team employed a multi-faceted approach, combining traditional media outlets such as local television news, newspapers and radio stations with digital platforms and social media.

NP Strategy connected with HBCU Pride Nation, an online platform that promotes the significance, importance, and connectivity of HBCU graduates and students, to interview one student per week during an Instagram Live.

NP Strategy’s media team then researched and compiled a list of outlets that may not normally write about Lenovo like a conservation-focused publication or an HBCU-centric outlet. One such outlet, the podcast “Conservation Realist,” interviewed students after their time with Work For Humankind to gain insight into their conservation efforts during the project.

 NP Strategy: We Are Full Service

From the initial brainstorming in March of 2022 to the final click of the van engine turning off in Greer, SC, NP Strategy displayed its powerful capability to be a full-service agency. This project encompassed almost every public relations aspect, including videography, media relations, stakeholder engagement, digital content production, and crisis management.

Nearly every member of the NP Strategy team played a role in the planning and execution of this enormous project. While the participating students were learning that they could work from anywhere using technology and impact local communities, the NP Strategy team discovered new ways to work together with employees in the field while staying connected to the office.

Sometimes you need to learn to walk and chew gum at the same time. It is safe to say that after experiencing and participating in Lenovo’s Work for Humankind campaign, students and NP Strategy participants learned they could take that old quote one step further – run and chew hot dogs simultaneously.

Thank you to the Elizabeth City State University students, Friends of the Mountains to Sea Trail, the Pisgah Ranger Station, Pender County Government, Jockey’s Ridge Park Rangers along with many other stakeholders – and a special thank you to Lenovo for providing the opportunity of a lifetime!

In today’s world, our attention is pulled in countless directions. Studies show the average user decides whether or not they want to stay and scroll a website in the first 10 seconds. If you want to keep viewers engaged, it is crucial to make an immediate impression. Websites should be visually captivating, user-friendly, and overall interesting to explore.

Consider these four tactics to make sure your website stands out:

1) Your website should be organized and visually pleasing. Nobody wants to feel as if they are solving a puzzle trying to find information on a website. Divide your information into different sections – or even different pages – of your website with clear headings. This allows users to quickly navigate and find what they are looking for.

2) Interactivity is key. Website users love opportunities to interact with a website. One way to do this is to incorporate movement when scrolling, like an image or text that falls into place as the user reaches it. But keep in mind, you want to create strategically placed visuals, not give your users motion sickness. Another method of introducing interactivity is through the inclusion of social media accounts or blogs. These give the user an opportunity to interact further if they wish.

3) Pay attention to your voice. Make sure that the image you wish to portray of your brand is reflected in your messaging. Think about the words you use and how you want them to sound. Professional? Personable? Easygoing? From there, keep your voice consistent throughout your website.

4) Most importantly, make it yours! Your website is a one-stop resource for all things related to your brand. Reflect this by using personalized images and your brand’s colors to make the user feel more connected to your brand while they are navigating your website.

Websites can be a wonderful tool for building brand recognition and publishing information. Better yet, an interesting and appealing website might make users want to continue scrolling even after finding the information they were seeking. Take time to carefully craft your website – your users will thank you!

Have you ever been in a situation where you needed guidance, but couldn’t find it from your usual sources? During the height of the pandemic, I struggled with a decision. Should I stay in the city where I’ve lived for the last 22 years or should I go back to my hometown to be closer to family? Of course, plenty of people had opinions, but it was a long-time mentor who helped me make the best choice. And I wasn’t surprised about that. 

Mentors have been an important part of my professional development since my first job in advertising. As a mentor, you provide guidance that a person can’t get from a spouse, sibling, co-worker, or friend. A good mentor doesn’t have a stake in your decisions, just an interest in helping you gain some perspective and make plans that will work for you.

I’ve been fortunate to have terrific mentors during my career, each bringing something to my professional development that I desperately needed. My first mentor was the Chief Financial Officer of a company I started working for in my early twenties. He could see my energy and potential—and also the huge gaps in my knowledge.

When I made mistakes, instead of dismissing me, he was both firm and kind. I could have bristled at the criticism, but instead I took his feedback and used it. Thanks to his guidance, I not only became great at my job, but I also gained a mentor who helped me shape the career I wanted to build.

Mentoring can happen organically like that when an experienced leader makes time to guide a young team member, and when that guidance is accepted with a willing heart.

Another mentor entered my life when I was more experienced, and he brought a different perspective to my work and decisions. He was an entrepreneur, an independent thinker, and a person whose creative energy and bold action inspired many of his employees, including me.

As my boss, he expected excellent work, of course, but also loyalty and a commitment to his vision. As a mentor, he valued me as a person with my own goals and vision. It was okay for me to say if those goals might take me to the next step in my career. And because he encouraged independent thinking, my co-workers and I weren’t afraid to make big, bold decisions with our careers. For some of us, it was jumping off that cliff and starting our own businesses. He encouraged, supported, and applauded that kind of thinking.

Formal mentorship programs exist in companies and organizations and they can be great. You can also keep it simple, though, and let your mentoring evolve as it’s needed. Look for bright people who can use a little guidance. Provide a friendly suggestion. Let them know they can come to you, that you’ll listen without judgment, and have their back. Challenge them to do a little more, to make themselves better. Connect them to a new opportunity.

Sometimes, your mentee will take up your time, ignore your advice, and make you wonder why you bothered. (Ask my mentors how I know this.) It can make being a mentor feel frustrating. But you might find that mentoring can also invigorate YOU, add a spark to the work you do every day, and help you appreciate the lessons you’ve learned.

Whether you’re interested in joining a global or national association, an industry-specific organization, or a local community group, professional development organizations come with many benefits.

For one, membership typically provides access to learning opportunities and industry-specific information. Some professional organizations offer courses, conferences, labs, virtual discussions, and more, which help you stay in touch with members and cultivate a community conducive to asking questions, discussing trends, and learning from one another. There is so much information at your fingertips and you should use all of the resources that are available to you.

When you join an organization, there are countless opportunities to build your network through meetings, committees, events, happy hours, etcetera. Carving out time for these should be a priority, as it’s a great way to meet new people and establish new connections. Take advantage of these events, step out of your comfort zone and spark conversations with people inside or outside your industry. Not only will this build your own professional network, but you may also cultivate new friendships.

Among the myriad of professional development organizations, there are also organizations that merge industry and community service. You may discover new hobbies and newfound passions for social issues.

Professional development is about putting yourself out there, developing meaningful relationships and leveraging the multitude of resources available to you. Get out there, join a professional organization, you’ll discover new perspectives and a newfound appreciation for your community, profession, and yourself.