Rae Hostetler

Public relations and marketing strategy 2022: Stick with the basics

Rae Hostetler · Dec 13, 2021 ·

The New Year is coming, and that feeling of a fresh calendar always builds a sense of possibilities. Often business leaders want to hear what’s trending to catapult business in a New Year. Our recommendation, stick with the basics and focus on these three areas.

Plan, measure, adjust. Remote and hybrid work is now normal. And that means a strategic marketing/communications plan is essential. Team members need to understand business goals and how their job fits into the bigger picture, especially because they are not all in one place working together five days a week. Creating a plan doesn’t mean hours of laborious work. It means getting the basics documented and shared for focus and understanding.

Based on business goals, what’s the company message?
What are the goals for marketing communications (choose three to do well)?
Who are your key audiences to reach and achieve those business goals?
Document objectives and tactics to support those goals, along with who on the team is responsible for getting the work done. Consider processes, too.
How will you measure effectiveness to ensure accountability and smart spending?

Business leaders who track results of marketing and public relations campaigns can easily see where to adapt and adjust. If a campaign isn’t tracking, why continue that sunk cost?

Focus on employees—their experiences and education. Good employees are hard to find. So why not focusing on the ones you have?

A December 2021 Indianapolis Chamber of Commerce study shows what we already know, employees are thinking about moving on. The study shows a quarter of professionals currently employed plan to look for a new job in 2022. This data echoes national studies. Why?

Employees want to feel valued by being paid well, having work/life balance, realizing growth/advancement opportunities, and working at a company with a good culture. How many times have companies conducted employee opinion polls only to disregard the results? Business leaders say they want questions and feedback from employees about the direction of the company, but do they really? Now is the time you should listen and respond to what employees have to say.

They are in the driver’s seat. Retaining current staff and building a solid culture is essential in today’s business climate. Companies responding are using “stay” interviews. Instead of waiting for an employee to leave and have an “exit” interview, top talent is being asked for their feedback to find out what they need. What they’re saying isn’t a surprise.

Professionals want to trust their managers and hear directly from them about what’s happening at a company. They want to be upskilled with training that gives an opportunity for growth, advancement, and challenges. This makes strategic internal communications that builds culture more critical than ever before.

Still can’t find staff. Think about finding contractors who can complement your workforce—both from a strategic and tactical standpoint. Then treat them as an extension of your team.

Consistent marketing communications—it’s critical. How many starts and stops has your business made with new programs and initiatives? One ad, one news release, one prospect meeting, one employee event isn’t going to create a dramatic business shift. Consistent and strategic communications regularly measured against a marketing communications plan will.

Over a 30-year career I’ve seen the fascination on the faces of business leaders who learn about the latest communications tools—news releases, websites, blogs, brochures, social media. They’ve read a book or gone to a professional session where someone has talked about great success using a new tactic. Now they need it and want it too.

Reality is a well design internal and external communications strategy executed with patience and flexibility (coupled with a thoughtful culture) moves a business’ goals forward. Always ask: how will this be measured. And remember, doing something once rarely makes an impact.

What is an independent PR agency?

Rae Hostetler · Aug 2, 2021 ·

Business owners looking for public relations support and counsel often discover an independent PR agency is better suited to fit their needs. What exactly is the difference between a firm and an independent? If you’re shopping for a partnership, here are a few things to keep in mind.

The PR Firm: Easy answer, a firm is a traditional business with owners, management and teams of people who do the work. If a new client signs on for ongoing work or a project, a team is assigned to strategically oversee and do the implementation. And yes, that costs money. Many Indianapolis PR agencies have qualifications for new clients that can bust a business owner’s budget quickly. These PR firms specialize in working with large corporate customers and segments of government.

The sole practitioner: That’s where the advent of the independent PR agency comes into play. We’re also called sole practitioners. While we operate individually, many of us partner on larger projects to build capacity. We have go-to partners for website programming, creative services, public relations tactics, strategic research and more. For mid-sized business owners and non-profit organizations with a focus on budget, partnering with an independent is budget friendly and partnership driven.

Evolution of the independent PR agency: Two decades ago when I started working as an independent, my business was called freelancing. We didn’t talk about home offices, and we used answering services to ensure business owners knew we were legit. Today independent PR agency professionals are considered part of the gig economy. We take work seriously, yet appreciate the flexibility so many have discovered over the past pandemic year. Many of us maintain home offices and use coworking space to supplement for meetings and collaboration.

What to ask an independent: If you’re ready to consider partnering with an independent PR agency, here are a few questions to ask a professional to get a sense about their work and style:

How long have you been in business?
What’s your specialty?
Can you share recent PR work successes?
Who are your partners that support client work?
What’s your typical week in the office?
What’s your rate? How do you invoice for work?

What to keep in mind: Often prospects have a point of view that since someone works as an independent the price will get better. While independent PR pros might be more in your target budget, these professionals still have bills to pay and a family to feed. Be respectful when it comes to the budget conversation. Yet expect the work to be streamlined, and when the right PR pro is your partner, expect a high-level of customer service.

And remember… my team and I are always looking for new client work. We’re happy to answer the questions outlined above in a conversation with you.

The world is reopening. Adapt your PR strategy to people’s (NEW) expectations.

Rae Hostetler · May 14, 2021 ·

PR Strategy The wild COVID ride feels like it’s about over, and now it’s time to refocus (and yes, get back out there and have some fun). So now that we’re moving back toward normal in business, what (if anything) should change in your public relations strategy? We believe in keeping all things business simple and easy, so here are three quick recommendations for your next business meeting:

Review your PR goals and revise them if needed. We recommend focusing on just three goals for consistency and effectiveness. These goals could focus on how to communicate when bringing back internal staff or how to refocus digital marketing efforts.
The essentials should stay the same. Essentials are the tactics you use for communications: email, social media, website, internal communications, media relations and more. These tools are how you communicate (internal meetings with staff, intranets, websites, flyers, brochures, etc.). Tactics that are added will probably include anything that can now be done in person instead of in a virtual setting.
Align your revised goals with tactics. This helps to ensure you’re sharing the right information in the right place. This is where the bulk of the conversation should be spent. After 2020, consumers are thinking differently. Privacy far outweighs product and price. In the last year, Apple created private browsing, we accept cookies on websites (so we know we’re being watched) and social media companies are pulling fake posts. People want information that’s true and transparent. Read on for what all of that means and how to adapt.

Challenge traditional assumptions
The 2021 Digital Consumer Trends Index gives interesting insights and feedback about how people are thinking. The study overview goes so far to suggest we use the insights to “challenge assumptions that fuel our marketing mix and the investments…”. Here’s why.

When it comes to external communications, while social media was a top tool for communications:

79% would prefer it if brands pulled back on advertising on Facebook and instead invested in loyalty programs to reward them for their business.
52% of consumers declaring ads on social media sites, generated from cookie tracking and the like, are creepy not cool.

Honesty, ethics and community rank high for consumers:

58% of consumers have switched brands for ethical reasons — remember to heed the rising expectations of the ethical consumer.

An EY study shows the same feedback:

EY reports that 67% of online buyers would weigh social purpose and buy. Brands that convey affiliation towards health, environment, and community would charm the buyers.

Make it personal and appreciative

The majority of consumers want to receive personalized content and/or offers from trusted brands. Thoughtful and appreciative content is appreciated. The study asked people for feedback about how their favorite brand communicates with them:

83% appreciate the consistent experience
80% say it keeps them coming back when something new is communicated
76% like when they’re rewarded for loyalty

While this study surveyed consumers, the lessons learned can be applied to BtoB marketers and internal communications teams. We’re Zoomed out. People will want others to be genuine. They’ll want to do business in a personal, face to face, let’s talk to each other way. And they want to feel appreciated.

In your plan review and revision, ask yourself what and how can you communicate that’s meaningful? How will you do that? And are you rewarding people for being loyal after a long, hard year?

The 2021 Digital Consumer Trends Index, commissioned by Cheetah Digital, reveals what consumers expect from the brands they do business with online, the channels they want to connect on, and the data they’re prepared to share in return for more personalized experiences at every stage of the customer lifecycle; from acquisition through to loyalty.

It shares insight from 5,065 consumers across six countries (Australia, France, Japan, Spain, the U.K., and the U.S.) as well as by age group (18- 24, 25-39, 40-54, and 55-75) and gender to help digital strategists and decision-makers understand how these issues fit together to build more meaningful and lasting relationships between brand and buyer.

Media relations studies support best practices

Rae Hostetler · Apr 19, 2021 ·

Two companies that provide industry media directory and distribution services for media relations in the PR business released reporter surveys recently. This data is collected annually and examines reporter perceptions and preferences. These are international surveys.

I took time to join a Zoom call to dig deeper into one study and have read the second a couple of times to compare and contrast the data side-by-side. Working in this business for 25 years, I wanted to know what’s trending? What’s changed? What do reporters expect from public relations companies?

Both studies show the foundation of media relations has not changed. We counsel clients on these topics. While some data gets into society’s perceptions of reporters, my review pertained to best practices to get client stories placed. The data provided supports the recommendations and processes we undertake with clients:

Reporters like news releases

The survey shows 36% of reporters (Cision) consider a news release the most useful source followed by spokespeople, email pitches, company websites and PR reps. News releases are a great tool. I’ve referred to these as direct mail to a reporter. Once they read the news and want more that’s when interviews, websites and PR reps come into play. Pitching is addressed below.

Avoid jargon

Nearly 15% of journalists (Cision) responded avoid jargon when queried how to make a news release relevant. Reporters are strapped for time and always on deadline. Keep the language simple, clutter-free and easy to understand.

Know who you’re pitching

I compare media pitching to sales. A consumer business isn’t going to be interested in buying component parts for manufacturing. That just doesn’t go together. Researching and creating a targeted and strategic media list is critical to any media relations campaign. This step often takes the most time, but pays off in the long run.

Know the news hook

Some 17.5% of reporters want the hook in the news release. Why do their readers care? The hook could be something fun such as a celebration day, event that’s open to the public, local fundraiser, for example. If it’s business oriented, what’s the impact to the reader? Think trends. A recent example we’ve been managing is cargo congestion and the impact to us consumers. Short-term we’re seeing rising prices.

Keep pitches brief via email (up to 200 words)

This is easier said than done. It’s also something all PR pros struggle with. Done well it makes impact with 61% of journalists (MuckRack) saying a quarter of their stories are the result of pitches. How short is too short? Including links (it’s always a conundrum whether or not to click a link) or offer links? What’s a great subject line on the email? The number one communications tool for a pitch is email with 94% (MuckRack) of journalists replying it’s their preferred method.

Impact of social media

Reporters tend to congregate on Twitter. Following, liking and linking to reporters who cover your business, industry or nonprofit is a good first step. While not every post will be business from them, their tone gives a sense as to who they are. Some reporters are very serious, others toss out funny comments. Reporters do say one of their top concerns is how social networks and influencers bypass traditional media, 18% (Cision).

It’s about the relationship

While neither study asked this question, PR pros agree, the relationship is critical to the pitch and placement of a story. I have reporters who I can simply text a pitch and get a response within an hour or two. Our long-standing relationship is years in the making and built on trust and responsiveness. These reporters have told the professionals in their newsrooms to call me when something is needed. When I’ve heard those words, I’m humbled. That means I’ve done my job to create a good reputation.

Public relations firms hear from local reporters

Rae Hostetler · Dec 11, 2020 ·

This week, we joined a virtual Meet the Media session. Indianapolis PR Company These quarterly discussions give reporters from around Indianapolis a chance to share how they want to hear from public relations firms. We call it pitching (or providing information for a news story). It’s a good opportunity to listen to what reporters need and how to work with them.

Reputation is everything

A television reporter said when someone delivers the first time, they become a go-to source. This means if your public relations firm representatives make recommendations, listen to their counsel and follow their instructions. Reporters are now relying on public relations professionals to provide the story angle, details, photos and/or video. If you’ve got an interview set up, your public relations rep should have a pre-call to let you know what to expect and talk you through questions to be ready.

Connections make the job easier

Public relations professionals work regularly with reporters. That means we often have a direct way to contact a reporter. And if we have the reputation (as noted above) that means our conversations move forward pretty quickly to confirm a story and get the client the interview.

Have information/facts ready

Having a story idea isn’t enough. Be ready with the details. Reporters want the facts to go with the trends and statements. The information should be well researched ahead of the pitch. Sources should be secured and know they could be called on, ahead of the pitch.

Present information correctly
Often you may write in a particular style, so reading something that looks different calls it into question. Clients naturally want to edit their public relations reps’ words. Bottom line, reporters write in Associated Press style. They expect to receive information in AP Style and written as a news release. In a meet the media session we hosted a few weeks ago, reporters specifically discussed this as a pet peeve. One said, if I don’t receive information in AP Style, there’s no credibility (see number one above). A good public relations professional knows what a reporter wants. Listen to and accept their counsel to ensure your company’s credibility.

Know what the reporter reports

Most publications and news outlets have reporters that focus on “beats.” Examples are health, technology, business, geographic areas and so on. Because you met a reporter at a local function doesn’t mean they’re the right person to tell the story. Research a reporter’s beat. Watch/read their stories to understand how they report, what they report and the tone of their stories. It’s ok to contact that reporter you met. Just let them know you know they’re not the right person and ask for help to find the right reporter.

The live shot is dead

Zoom is now the newsroom, camera crew, mic etc. Be ready for the virtual interview. And yes, we all hope that’s revisited in the next 12 months.