In just four years, TikTok has stormed to the front of the social media landscape – amassing a billion monthly users worldwide with a staggering 138 million in the U.S. alone.

TikTok’s short-form platform and personalized feed has become so popular that Meta revamped Facebook and Instagram to keep pace. Those videos keep users on the app for 95 minutes a day. But is TikTok right for your organization?

With so many users spending so much time on the app, it seems like an easy question to answer. But any organization will need to ask itself – who is my audience? TikTok’s users are overwhelmingly young, with more than 60 percent of users in the U.S. being under the age of 30. And half of those are under the age of 20. If your target audience isn’t Gen Z, TikTok might not where you want to spend your time and money.

Any organization will also need to weigh the pros and cons of creating content for TikTok and what comes with it. Your traditional ads might not work in the fast-paced world of a TikTok feed. Short-form videos require their own mindset to produce and aren’t just a shorter version of a traditional ad. The key to TikTok success, much like many ad campaigns, is partnering with the right people. In TikTok’s case – an influencer.

A traditional celebrity partnership isn’t needed on TikTok with some teen influencers holding followings in the millions. Organizations need to consider who is in an influencer’s following and their engagement when looking for a partner.

However, the Chinese-owned app is also not without controversy.

There have been bi-partisan efforts to ban the app in the U.S. over concerns the Chinese can use TikTok to spy on its users and push certain narratives. In December 2022, TikTok was banned from federal government phones with state governments, including North and South Carolina, in order to keep the app off state-owned devices. South Carolina Gov. Henry McMaster said the ban was to help protect critical cyber infrastructure from foreign and domestic threats. The app has also been banned at Auburn University and the University of Texas.

While the pros might seem to outweigh the cons on the surface, any group should always measure the weight of each factor before committing time and resources to TikTok.

When your flight encounters turbulence, have you ever looked to see if the flight attendant appears concerned?  In turbulent times, it’s normal to look for help from people in leadership positions. They will generally have the facts and be able to cast a vision forward. To do this, leaders need to be prepared.

If you are a leader, or support a leader, be sure to pause and respond, not just react.  How do you do that?  Here are some first steps.

Get the facts. It’s easy to listen to the first account of a situation and start to plan. Don’t do it. Request information from every member of your critical response team. I have been in multiple situations where the first account of a crisis was just a slither of what actually occurred. If we had not worked to get every side of the story, our client may have felt compelled to take an unneeded action.

A Critical Response Team (CRT) is responsible for, trained and committed to working together during a crisis. Teams should have the authority and/or expertise to guide your organization through a crisis. If you don’t have a critical response team in place, establish one immediately.

Circle up with your CRT. Once you have the facts – or at least a solid understanding of the situation – swiftly assemble your crisis response team, brief them on the situation and gather their feedback.  This should take place within the first hour of the crisis. Your team will provide various points of view that will be critical in determining a path forward.  For example, human resources professionals will offer insight from an employee perspective, risk managers will seek ways to mitigate financial risk, operations will pursue ways to minimize operational impact, legal will think about liability and communication professionals will consider the brand’s reputation. Each of these perspectives is important and your job as the leader is to find the balance between the sum to determine your next actionable steps.

Determine immediate next steps. Every crisis is unique, so the immediate next steps must be determined when your CRT gathers.  For example, if you have a major accident on site, do you close down manufacturing for the rest of the day?  If a scandal is about to break in the media, do you decide to notify the board and employees to try and mitigate fears before they read the story (and hear the rumors)?

Communicating is one of the keys to weathering a corporate storm. So after you have determined immediate next steps…

Identify three key message points and a spokesperson. These key points will be the basis for your initial messaging, including items such as an email to the board, a notice to employees or a media holding statement. If you have a crisis response plan in place, your spokesperson should already be identified and trained.  Otherwise, determine who is best suited to calmly, stay on message.  His or her demeanor can say more than the actual words out of one’s mouth.

NOTE: If your crisis is a “bet-the-company” situation, the person at the top must be the spokesperson. Do not lay blame, do not lie and never say “no comment.”

In closing, like death and taxes, a crisis is coming.  The challenge is preparing in advance, long before a storm is on the horizon and your plane encounters turbulence.  As a leader in an organization, we encourage you to make crisis response preparation a priority.  Will preparing ensure a Hollywood “happy ending”? No.  But, doing nothing is a great foundation for failure.

This week, cameras surrounded the U.S. Men’s National Soccer Team (USMNT) for more than just its World Cup match against Iran. While all major sports teams and players hold press conferences ahead of a big game, USMNT coach Gregg Berhalter and team captain Tyler Adams faced questions ranging far beyond team strategies and tactics used on the soccer field.

Unprecedented political tension surrounded this year’s match against Iran, which prompted  media questions that no coach or player is typically equipped to answer. What started as a pre-match news conference quickly turned into a reminder of the importance of media training, with reporters repeatedly ignoring Berhalter and Adams’ efforts to focus solely on soccer.

At one point during the news conference, an Iranian journalist questioned Adams, a vocal supporter of the Black Lives Matter movement, about his representation of the U.S. despite its “discrimination against black people.”

Tyler Adams mispronounced Iran and was called out by an Iranian journalist – who followed up with a question on discrimination in the United States.

His response: An all time classy answer- Captain & Leader. #USMNT 👏 pic.twitter.com/pELQmBttPl

— Stu Holden (@stuholden) November 28, 2022

Adams responded in a calm and thoughtful manner. Coach Berhalter faced similar politically motivated questioning not relevant to his role or title. Both men navigated the difficult questions in a professional way. It is clear they prepared for the worst. Their preparation paid off.

Recently, I attended a North Carolina Public Relations Society of America conference. The event kicked off with a panel of Raleigh-area journalists who answered the question, “How can PR professionals do better?” One-by-one journalists echoed each other with the same answer: “When I ask a question, just give me the answer.” They were referring to a delicate dance often required when addressing a question you either can’t answer or don’t have the facts to answer. Ironically, in a following keynote session about media training, the speaker reminded everyone of the way Henry Kissinger once famously opened a news conference by asking, “Does anyone have any questions for my answers?”

Realistically, there will always be some questions that cannot be answered. That does not mean media will not ask them. Rather than worry if they ask, prepare for when they ask by investing in media training. Focused training will prepare you to not only survive an interview, but to thrive during the toughest of engagements.

At NP Strategy, former journalists lead our training sessions. They know how the media operates, how they might ask the difficult questions and how the pressure to make a profit is impacting news coverage today. Whether you’re getting ready for your next media interview, community presentation, or networking event, take the time to thoughtfully prepare and practice.  We know the U.S. soccer team’s practice on – and off – the field prepared them for this challenging World Cup event.

Have you ever wanted to say, “no comment”? It’s an easy answer to an unwanted media inquiry, but “no comment” is not very effective — and in today’s digital world, can actually be viewed as an admission of guilt.

Instead of saying “no comment,” you could say something that doesn’t give much away. Though that approach is not ideal at conveying your side of the story, it can avoid the risk of looking like you’re saying, “I’m guilty.”

For example, let’s say a former employee sues your company and then calls the media. A responsible journalist is going to want to try and get both sides to any story, so the reporter calls the main company phone line and asks for someone to comment. At NP Strategy, we work with a lot of lawyers handling all kinds of litigation.  Our first step is to always contact the lawyer or lead executive, get the facts, and then swiftly write a short general statement. In this example, one answer could be, “We just received the lawsuit in question and our legal team is currently reviewing the allegations.  We won’t be able to answer any questions until at least this review is complete.” In this scenario, you haven’t promised to eventually respond, refuted the employee allegations or divulged legal strategic tactics, and you avoided saying “no comment.” This is important because the court of public opinion can convict you a lot quicker than the actual legal court.

Another down side to responding “no comment” is that you are allowing someone else to tell your story. It is better for you to respond in a different manner than opening up the floor for someone else to write the narrative. You are giving up control of the story because the media will undoubtedly publish interviews with people who do have something to say, potentially even your competitors, along with your no comment response.

You do not want to be seen as a gatekeeper or someone who is trying to cover up something. You want to be seen as someone who is friendly with media so you will have a good reputation.

So the next time the media rings regarding litigation or some unwanted situation consider sending a short emailed response that says something, while giving nothing away.

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.

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?

Women’s History Month is not just about acknowledging the achievements of women who came before us. It is about making note of the women we surround ourselves with who are making history today.

The days of all women being placed in boxes of just childrearing or homemaking are gone as women themselves continuously burst through each ceiling placed above them. The women we traditionally celebrate throughout Women’s History Month are merely the spark of the modern day woman: one made of strength, grit and passion for building and excelling in all aspects of her life—professionally, personally and more.

An attribute of the female power network that never fails to disappoint, surprise, and most importantly, empower me is the success that spurs from women supporting women.

I have worked nearly my entire career until joining NP Strategy in male dominated industries like journalism and politics and rarely had a female boss. Due to those early years, I typically built relationships with male mentors and never understood the importance of honing in on those female leaders until later in my career.

Madeline Albright might have the most famous quote on this subject but I’ve always liked Gloria Vanderbilt’s take the best, “I always believed that one woman’s success can only help another woman’s success.” I truly believe this.

And men, don’t stop reading now. This dialogue is almost more important for you than it is for the women reading this today.

In my role working with clients at every level of the corporate ladder and managing internal relationships across a female dominated firm, I have to be incredibly cognizant of the behavior around me and the performance I exude. Here are a few tactics I recommend we all consider when working with our team members to build a supportive and cohesive environment in our workplace:

1) Fully commit to the understanding that your colleagues’ achievements can assist in your long-term success. I have personally experienced or watched colleagues worry about the success of a partner or colleague to the detriment of their own efforts. It shouldn’t work that way. You can always learn from your friends, colleagues and family members and being able to see success in action will only help you in achieving your own goals.

2) Don’t just say you support women—put in the work to back it up. There are many instances in which women in leadership preach about their interest in seeing other female leaders, or promote their organization’s efforts in hiring female employees. However, when it comes time to share opportunities or work with other females on their individual success, it turns into a game involving egos and a lack of interest in moving the ball forward on a larger scale. Voicing your commitment to DEI is not enough. Implement support at every step of leadership.

3) Use your time and energy in building up the next generation. I have heard, and admittedly been part of, conversations about the work ethic of the next generation and the differences in what we’ve seen in generations before us. Without teaching and spending time with these young people and displaying the work ethic and professional behaviors we expect, we are effectively setting them up to fail. Help them understand the importance of work-life balance while reminding them the importance of deadlines.

With the ongoing growth of women leaders from Lou Kennedy at Nephron Pharmaceuticals to Vice President Kamala Harris, women are the future of business and politics. We can do the job just like men, if not better, with high heels on and a dinner to cook for two kids and a spouse at home. If we all work together to achieve each other’s successes, our potential is great but our accomplishments will be greater.