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.

By Maddie Barnett

There’s no question about it—social media dominates the digital landscape. The opportunity for businesses to benefit from the myriad of social platforms is stronger than ever and integrating these into a marketing strategy has become vital. The first step is understanding how to best utilize each platform.

Keeping up with relevant and popular platforms is most important. New networks are constantly emerging and garnering attention, others may undergo periods of decreased user engagement, and some simply die out. Figuring out which platforms to use and when to do so will maximize your audience reach and engagement.

Once you identify which platforms are best suited for your brand, it’s time to learn its ins and outs. Each platform has different features and ways to share content. Whether it’s boosting Instagram reels or landing on as many TikTok users’ “For You” pages as possible, understanding algorithm changes, viral trends, and the popular influencers on that platform will help you leverage your brand strategy and increase your social media visibility.

Social media requires consistency. While content calendars and scheduling software help with the daily upkeep of posting, it’s also important to monitor and check social channels multiple times per day. Responding to comments and direct messages, liking and reposting tagged posts are all smart ways to increase engagement, build relationships with your audience and establish brand recognition.

In order to ensure your social media strategy is effective, reviewing the account’s social analytics on a consistent basis will provide valuable insight. While you may be reaching users, how many are actually engaging with your content? Follower count is important, but the number of likes, comments, and shares are vital KPIs (Key Performance Indicators). Measuring your social media KPIs will allow you to track progress and make necessary changes going forward.

Social media is an invaluable marketing tool. It provides the opportunity to interact directly with large consumer audiences and build loyal, authentic relationships while boosting your brand’s image.

By: Caroline Wille

Having a crisis management plan is crucial for the success of a business. Without a plan, sudden situations can leave teams and corporations negatively impacted by an event. Crisis management refers to dealing with events as they happen and right after, but companies need to be prepared before the crisis harms an organization, its stakeholders or the general public. When the Pandemic started in 2019, only 23% of U.S. organizations had a crisis response team in place. Taking the following steps can prepare businesses to take precautions before it is too late. Here are five steps to take:

Form a Team

A dedicated team of strong leaders is essential so that trust is built, and they can step up in times of desperate need. The entire team should undergo training and bonding activities to ensure positive results for the business. Balancing certain personalities and skills is critical in this process as they need a team with leadership, strong communication and team-building qualities.

Determine and Evaluate Threats/Risks

This next step allows businesses to see what is at stake and what they can do to prepare for a crisis. Conducting a risk assessment and Business Impact Analysis (BIA) allows them to control possible detrimental impacts before they occur. Addressing threat exposure frames the types of crises that could happen and focuses on its limitations while guiding and preparing for a fitting response.

Designate Responsibility

Determining roles ahead of time can allow the business to give an effective and timely response. The first step is finding a strong leader from the team who can manage vast amounts of responsibility before, during and after the crisis. Next, consider the specific situation and assign other roles within the team depending on their expertise and familiarity. People with good communication skills, time management, and working well under pressure will strongly impact the team and execute an effective plan.

Establish and Build a Plan

Now that a team is formed, the business has determined its threats/risks, and responsibility is designated to specific leaders, it is time to build the plan. In this plan, the team should establish internal and external communication strategies and a clear action plan for the particular crisis.

Update the Plan Frequently

Situations happen when least expected, so it is vital to revisit plans and continually updating the plan in the case of another crisis event.

By Gulie Moore

Some of the best salespeople I have ever met were the Girl Scouts in my college town. With minimal, local, and sometimes hand-drawn advertising, they would set up their cookie stand on weekend evenings and be out of stock by bedtime. They had the total package – a quality product, a salesforce that stood out, and a location that saw nonstop traffic from students who were tired of dining hall food. Pretty clever, right? A few years after this started, a cookie franchise thought the same and set up shop down the street. They, too, had a quality product, a storefront that stood out, and a location that saw the same traffic. But, despite the advertising campaigns and promotions they ran, the buzz around the store died out quickly. What’s the difference? The Girl Scouts prioritized context over content.

This isn’t to say that your content isn’t important. In the digital age, it is easier than ever to collect and utilize data that will put your brand in front of a receptive audience – which can still be effective! The problem is that in the digital age, consumers are also more market-savvy than ever and studies are showing that they resent advertising they perceive as inauthentic or intrusive. So while a traditional approach could pay off in the short term, this resentment can also prevent consumers from connecting with your brand – limiting the growth of your loyal customer base.

Informed, Intuitive Marketing (I2M) is a data-based alternative to traditional marketing geared towards learning how your customers think, act, and respond so that you can align your marketing intent with your client’s expectations and associations. In other words, I2M focuses on building long-term relationships with consumers rather than relying on intrusive advertising or covert persuasion. This is why the Girl Scouts were so successful – they earned attention by connecting with their customer base, advertising in intuitive spaces, and presenting themselves and their product authentically. The franchise, however, demanded attention with intrusive social media ads or by luring customers in with promotions or samples that quickly disappeared.

Organizations of all sizes can benefit immensely from this strategy. Start by doing an honest look at how you perceive and present your service or product, then compare it to how your customers perceive and engage with it. How do these line up? Leaning into areas of your identity that may resonate internally but not with your customers can come across as inauthentic.

Second, consider how you communicate with your clients. You can grow your loyal-customer base even before their first transaction by giving consumers opportunities to connect with you without any expectation of them making a purchase. This can be done through something as simple as offering facility tours, volunteering as an organization, or highlighting your employees and their achievements on social media.

Finally, prioritize advertising spaces where consumers are receptive to your message rather than susceptible to your marketing. Remember, I2M is about earning attention, not demanding it. And when in doubt on how to connect with your customers, trust your intuition. Like Jewel (and Gulie) said, it will lead you in the right direction.

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.

As the classic playground game goes: red light means stop, yellow light means maybe and green light means GO. What does the playground game mean when you are planning an event in 2022? It means events are back in person and while that may seem like a green light, you must also plan for those red and yellow light moments.

At NP Strategy we take a strategic approach to planning and executing an event. Whether the event is on a small scale or 500 attendees, we assist in the development of a budget, schedule, attendee list, reservations, event branding, videography and more.

NPS recently assisted a client whose brand is well known in part because of the highly coveted invitation they send out for their annual conference. Due to COVID, a conference had not been held since2019. The client wanted the first in person event to be bigger and better than ever before, while still acknowledging that technically the pandemic was still occurring. Here are three things we did to strategically plan for the event:

1)Created paperless options. Instead of attendees grabbing itineraries and conference materials, a QR code was placed on the back of each name tag. This allowed attendees to simply scan the code and see what was up next, who the speaker was, and the location of each event. The QR-codes were also placed on signs throughout the resort so that it was easy to access.

2)Utilized color-coded stickers. At check in, each attendee was asked a simple but fun question: do you want a green sticker, which meant you are comfortable with “hugs and handshakes,” a yellow sticker, which meant you prefer an “elbow bump,” or a red sticker, which meant “no touching and I would prefer you stay back.” People quickly took to our red light, green light sticker system and placed the sticker on their nametags that best represented how they felt. This was the perfect way to avoid awkwardness during networking events and opened up time for conversation.

3)Provided free access to COVID tests. If an attendee started to feel ill or simply wanted to be on the safe side before returning home, rapid tests were provided at no cost. This reassured guests that were mingling and sitting next to others that everyone was healthy and ready to participate in the events.

Post-COVID life will continue to evolve and change as we move further away from 2020. It is crucial that as we adjust, we are strategic in our planning so that events are well attended and more successful than ever before.

Today’s media scape is constantly evolving, and how we share news must evolve along with it. Whether it’s a success story, product announcement, or something else, there is no “one size fits all” when it comes to pitching today’s media world. It’s why now more than ever, media engagement should be carefully crafted to decide the best course of action to bring that news public.

Press Releases

There’s no question why many clients ask for a press release when there is news to share–it’s the traditional format of exchanging information with the media. It started in 1906, when Ivy Lee’s agency was working for the Pennsylvania Railroad at the time of a crash. Up to that point, there was no other option than to wait and see how journalists would respond and what the story might look like. Instead, Lee was the first ever to write up a press release, detailing the accident from the perspective of the railroad. More than 100 years later, we’re still following the same format to share brand and company stories.

The press release is tried and true, and it often is one of the best ways to share information with the press. However, just because you can put out a press release doesn’t always mean you should.

Digital Assets

Some stories require more tailored elements to best display its news-worthiness. Take, for example, an event that is not scheduled at a convenient time for journalists to attend, or is a far drive from the nearest news outlet. Sometimes there are elements outside of your control that would cause the event invitation press release to flop and result in no notable coverage. It is instances like these that require creative attention.

A digital media kit is an easy way to secure news coverage. Filled with useful broadcast content like one-on-one interviews stacked with questions and answers you want heard, b-roll (footage of the event that provides a sense of setting), and other convenient assets like interview transcripts for easy story writing and audio files for quick placement in both broadcast TV and radio outlets.

It’s delivered on a silver platter and is easy for broadcast outlets and reporters to pull and use on-air, online or on social media. It gives broadcast reporters the feel of attending an event, without the logistical nightmare. Plus, it allows the brand or company to control the message since they decide exactly what goes into the kit, and through that decision they are further shaping what the story will look like.

Social Media

Today’s journalists have no shortage of story inspiration. Social media has made it possible for anyone to have a platform, and the thoughts, ideas and stories shared on the web are ripe for the picking. Many brands utilize their social platforms to share news from a press release or amplify coverage, but the usefulness of social media shouldn’t stop there.

Say, for example, a company or brand is adding new members to its team or executive board. In large media markets with a lot of competition, it is likely that only a press release including well-known, noteworthy names would get coverage. Instead of sending out the press release and letting it flop, or skipping over the opportunity altogether, consider joining the masses sharing their stories on social media. Instead of a press release, maybe the news is shared via short interview clips with the new hires, allowing them to share their story in their own voice. Not only does that give these new members a platform while getting the news out, it serves double duty by displaying a company culture of employee appreciation and inclusion.

Just because you have news to share doesn’t always mean that a press release is the best approach. Before hitting send, consider: Is there a better way to share this news?