COLUMBIA, S.C. [January 4, 2024] –  NP Strategy, a strategic communications firm providing crisis, media and public relations assistance, will launch a robust expansion of its social media team with the hiring of Ryal Curtis who will work out of the Columbia, South Carolina office as a Senior Director. With more than a decade of experience crafting and executing successful social media campaigns, Curtis will amplify the firm’s reach and ability to meet the strategic digital needs of clients across the United States. 

“Ryal not only brings unmatched expertise to this role, but a great reputation as a valued leader and strategic thinker,” said NP Strategy CEO Heather Hoopes Matthews. “We are thrilled to welcome such a high-caliber professional to our growing team and look forward to the new opportunities and value he will bring to our team and to our clients.” 

Curtis joins NP Strategy after spending 10 years with BlueCross BlueShield of South Carolina, where he served as Social Media Manager and the company’s first social media strategist. During his tenure, Curtis led the company’s corporate social media strategy and social media team, which has one of the largest social media followings in the state and is now recognized as one of the top healthcare social media programs in the country. Curtis also served two years on the communications team at the University of South Carolina and spent nearly seven years working for a full-service marketing and social media agency in Raleigh, North Carolina. 

“Social media now plays a central role in how brands of all shapes and sizes connect with customers, key stakeholders and the general public at large,” said Ryal Curtis. “I’m thrilled to  join NP Strategy and work alongside award-winning communications professionals at a time when the firm is expanding its footprint and strategic service offerings for clients across the U.S.”

A Michigan native, Curtis graduated from Michigan State University. He is a graduate of Leadership Columbia and Leadership South Carolina and previously served on the board for the Columbia Opportunity Resource (COR), Big Brothers Big Sisters of Greater Columbia, and the American Marketing Association (AMA) – Columbia Chapter. In 2015, he was recognized on the “20 Under 40” list awarded by The State newspaper. 

Reach Ryal Curtis at ryal@npstrategy.com. 

When the holiday season approaches, so does the buzz of seasonal treats at popular stores like Trader Joe’s, which has an almost cult-like following. But how does this retail giant create so much excitement around their seasonal items? Let’s delve into some key brand and marketing strategies that you can implement to foster excitement around your brand any time of year.

Build Anticipation

Trader Joe’s has mastered the art of building anticipation by teasing the arrival of their seasonal items, creating a sense of eager anticipation among their customers. To apply this strategy to your brand, try using social media teasers and sneak peeks to generate excitement about upcoming or most-liked products or services. Offering customers a glimpse of what’s to come can create a buzz that has them counting down the days until they get your product!

Foster a Sense of Community

Trader Joe’s seasonal items not only satisfy taste buds but also foster a sense of community. Customers share their latest finds and favorite products on social media, creating community and camaraderie. Foster a community around your brand by encouraging your customers to share their experiences with your products or services and leverage your social media presence to amplify their voices. 

Prioritize Consistency

For your brand, it is essential that you meet and exceed your customer’s expectations every time. Consistency builds trust, and trust is the foundation of lasting customer relationships. Ensure your customers can rely on your brand to deliver, whether it’s a seasonal release or everyday product, a press release, or anything else. Consistency in quality and service will keep customers coming back and help enhance your brand’s reputation. 

These strategies are adaptable to businesses of any size and industry, so consider implementing one or more to make your brand stand out any time of year.

Say the word ‘Thanksgiving’ out loud and the image of a beautifully glazed turkey might immediately come to mind. It’s hard to mark the occasion without it – even though some in the buffet line will whisper, as if admitting to a crime, that it’s not their favorite part of the meal. No, those folks have their sights set on something else.

For them, it’s all about the fixins.

Whether it’s Grandma’s stuffing (or dressing, if you’re of that persuasion), dad’s mashed potatoes, or mom’s broccoli casserole, these are the dishes that make the entire meal worth preparing. Much like preparing a Thanksgiving dinner, digging into video production can be a time-consuming and sometimes costly endeavor. So how can you make the most of it?

Let’s ride this metaphor – we’ll call Thanksgiving the day of your video shoot. The focus (the turkey) will be a 2-minute overview video you’d like to have produced to feature on your website or maybe to showcase at your non-profit’s big yearly fundraiser. You’ve got employees signed up for interviews, the workplace is immaculate and ready for the spotlight, and you’ve cleared a whole day to ensure everything goes smoothly. While the primary focus will be putting together that longer prestige piece, keep the fixins in mind.

By fixins, I’m talking about the side pieces – the quick interview soundbites that you can break down into smaller, bite-sized pieces to sprinkle throughout social media. For Facebook, consider a 30-second clip of an employee talking about why they love the company. On TikTok, go for something fun and quick – a “how it’s made” snippet or a quirky piece of information about your company/employees. For Instagram, share some picturesque sunrise/sunset videos of your headquarters. By doing some of those things, you’ll maximize your investment.

As someone who’s painstakingly cooked turkeys for the past few actual Thanksgivings, I take great pride in making sure it’s prepared just right – the same kind of care NPS+ puts into all of our client video work. But the fact of the matter is that not everyone will stop scrolling to take in 120 seconds of content – just as not everyone will be looking forward to your turkey (even if it’s as juicy as mine).

But the fixins could have a better chance of stopping people in their tracks and bringing them back for more. So, invest the same care in your fixins – those bite-sized video delights – to maximize your investment and transform your online presence into a feast for the eyes.

In the realm of brand development, public relations (PR) and marketing are two essential elements that serve distinct purposes. At times, some mistakenly conflate marketing as an all-encompassing role, leading to the misconception that marketing alone can effectively fulfill the responsibilities of PR, or vice versa, assuming that PR can handle all the aspects typically assigned to marketing. These two fields often intertwine, causing some confusion. Let’s untangle the differences. 

Public Relations

Public relations serves as the protector of a brand’s image. PR focuses on creating and upholding a positive reputation for your brand through targeted messaging. When you need to ensure your brand is portrayed in the best possible light and effectively manage unexpected crises, PR is the solution. It’s like a reliable shield safeguarding your brand’s image.

PR helps an organization foster authentic relationships with the media, industry influencers, and other stakeholders, making it an invaluable asset for connecting with opinion leaders and shaping public perception. Through carefully crafted thought leadership, outreach events, and crisis management, PR ensures that your brand maintains its integrity and trustworthiness even during challenging times.

Marketing

Marketing is all about strategically promoting and positioning your brand. Marketing harnesses methods such as advertising, social media campaigns, and sales strategies to enhance brand visibility and appeal. Marketing is the skilled storyteller who can persuade consumers that your brand is an essential part of their lives and compel them to buy your products or services.

Marketing dives deep into market research and consumer behavior analysis, helping your brand understand its audience and tailor messages that resonate with their desires and needs. Whether it’s creating memorable ad campaigns or identifying the right distribution channels, marketing plays a vital role in building brand recognition and profitability while guiding your brand’s journey in a competitive market.

Understanding the Distinction

Sometimes, the roles of PR and marketing can overlap, leading some to believe that a marketing team can handle all communications aspects. However, it’s vital to recognize that while they often complement each other to support an organization, PR and marketing functions require unique strategies and expertise, and have different focuses and functions in leading company growth.

The Verdict

If you’re facing reputation management challenges or aiming to maintain a positive image, harness PR tactics to respond and rebuild trust. If your objectives revolve around boosting brand recognition, driving sales, and creating a buzz, marketing takes the lead. You can even opt for an integrated blend of both.

Ultimately, your brand’s journey is determined by the choices you make. Whether you lean towards PR, marketing, or a combination of both, you hold the power to shape your brand’s narrative. The key is to understand the distinctive strengths of each discipline and utilize them to your brand’s advantage.

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.

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!

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.