Rae Hostetler

Reporters value public relations professionals

Rae Hostetler · May 17, 2018 ·

Just like bell bottom jeans, public relations and communications trends tend to come and go. One thread remains consistent quality communications planning and execution.

I’ve been working in the communications field for about 30 years. When I worked as a journalist reporting the news, I relied on the AP wire, good information from sources, well-written and informative news releases and background information to bring the news to our listeners and viewers.

Over the decades working in public relations, I’ve seen the advent of the Intranet, blogs, websites, social media, texting, emails and more for communications tools. A recent study impresses on me that regardless of the communications tool, it’s the message and quality information that continues to be appreciated by journalists.

According to a 2018 Cision study: 78 percent of American journalists surveyed say that ensuring content is 100 percent accurate is the most important element to their stories in 2018.

Some say there’s a benefit to the fake news phenomenon.

21 percent saying that’s increasing the importance of journalistic standards.
9 percent said that it’s improving the popularity of trusted and established media brands.

When everything else in the media industry is being disrupted, journalists continue to trust press releases for high quality, authentic and relative information. And reports say relationships with public relations professionals are more valuable now than ever before with:

63 percent saying news announcements and press releases are what they want from PR contacts.
44 percent saying press releases are the most trustworthy source of brand-related information.

To read the full study, click here.

What is an independent PR Practitioner . . . really?

Rae Hostetler · May 9, 2018 ·

Some 15 years ago when I decided to venture into the world of independent work (it was called freelance then) people thought I was crazy. At that time, only a few of us in Indianapolis were working independently. There were large downtown PR agencies filled with my business associates/friends I’d made over the years. Then there were PR professionals in Indianapolis working for businesses, government, sporting teams and non-profits.

Today, the independents seem to outnumber the agencies. We’ve found each other. We partner and work on projects together. We use our creativity to tap each other’s skills and get great results. If that’s not enough benefit to the client consider this:

Customization: Every client is different. That means their marketing communications needs are unique. Finding the right professionals to execute what a client needs is often easier for a well-networked independent. We can find the resources and make things happen effectively, efficiently and within budget.

Expertise: Most independents have expertise in a wide range of public relations and marketing/communications. If we don’t do it, we know someone who knows how to do it well.

Budget: Most of us have low to no overhead. I often joke my office is my duffle bag that carries my MAC and my padfolio. Like most independents, a day in the office is a rare day. We’re out meeting with clients, prospects, networking and generally getting things done. We know no work means no pay—and that’s motivational for us while beneficial to clients since we deliver.

So here’s to my independent public relations professionals in Indianapolis and throughout Indiana. Let’s keep up the good work and our successes on behalf of our clients.

The importance of internal communications

Rae Hostetler · May 1, 2018 ·

I was recently researching information for a client to derive recommendations for an internal employee communications program surrounding culture and wellness. I stumbled on a great Gallup research study with the title Why Your Workplace Wellness Program Isn’t Working. It reminded me of the importance of employee communications for business leaders. Here’s the study summary:

A RAND Corporation study found that 85% of U.S. companies with 1,000 or more people offer some kind of wellness program.
Gallup’s study shows only 60% of employees are aware of their company program.
With just 40% of those people saying they are aware of it and are participating.

The study doesn’t dive into the reasons for these numbers. Instead it talks about employee engagement and internal cultures as a driver for participation. An underlying tone in the document cites communications from management as a key driver for employee satisfaction. Often company leaders (including myself) forget that the more we share with our team members, the more satisfied and engaged they feel in our companies. This takes time and focus—consistently.

Ask yourself, as a leader in my organization…

Where do I focus my communications—internally/externally?

A lot of leaders I work with want to see their name in the paper, their ad on TV or a cool website. Do you employees know about these external marketing tactics and why your doing it before it appears?

Are my employees cheerleaders for my organization?

The more employees know, the more they’ll share your news and information. It’s that simple. This doesn’t mean you have to give them financials of your privately held company. I simply suggest sharing your vision and direction so they know where you’re going to get onboard. And every communications plan should consider employees as the audience to know first (or as soon as possible if you’re in a publically held company).

Is your business culture open and honest?

Often business leaders are tentative to share information because it may change. Why? What in life doesn’t change with twists and turns? Just because a business initiative changes it doesn’t make you a bad leader. Be open and honest. Your staff will appreciate being trusted to hear the information.

Do we do websites? The answer is yes.

Rae Hostetler · Apr 29, 2018 ·

Often business leaders look to website development firms to build out their website. There are many good firms in central Indiana that do great work. The challenge for a business leader is this: often those firms ask clients to write their own copy, project manage their build out and approve steps where they’re uncomfortable (it’s not their expertise afterall). We’ve come upon this time and time again.

If you are thinking about updating or building out your website, keep this in mind. There are several facets to building a website:

Branding look: Graphic Design, photography and the homepage/interior page look.

Branding message: Writing and editing page copy.

Tech build out: The Platform, build out and making it live.

Project management: The person who makes it happen on time and to budget.

SEO: Making sure the right words are used and programmed for people searching for you.

When we work with clients on website projects, our role is project management, writing and SEO (some partners program and some do not). We have partners that are experts in the other areas. The team comes together for a seamless build out and customer experience.

Our advice to anyone shopping for a partner, ask the firm if they can manage all facets listed above. Ask how they specifically do it, too. Be sure they explain their step-by-step process so you know what to expect during the build out. If there’s a step that you’re being asked to manage and don’t understand, stop the project and get clarity before you proceed. Also ask how the website will be used in your overall marketing and public relations campaign. A website should never be a stand alone tactic. It should work for you.

Creating your website should be a great experience with an end product you feel proud to show off. It never should feel overwhelming or frustrating.

Happy New Year!

Rae Hostetler · Jan 12, 2016 ·

Back in the office I’ve read with great interest the story about a disgruntled customer at Indianapolis’ Kilroy’s on New Year’s Eve. While our team manages social media, it can sometimes be a conundrum how to manage customer comments on social media pages. In this case, neither the customer nor the manager held back in the Facebook dialogue.

I saw and read the post Jan. 1 while skimming my Facebook feed. I thought, “WOW, this gal actually feels ok to go to the Facebook page and rant.” She said they’d spent $700. She claimed the bill was wrong and the waitress was rude when they tried to talk to her about it. The poster claimed someone OD’ed onsite and the people who work at Kilroy’s were more worried about that than making their bill right—especially after spending so much money.

In truth, a woman was having a heart attack and the staff was doing their best to get her emergency assistance. The manager of Kilroy’s posted back a scathing message with some curse words and derogatory phrases about the gal posting the message. The gal pulled her post and Kilroy’s opened a Go Fund Me account to help the woman who had the heart attack with her medical bills. It’s raised $14,000 plus dollars as I write this.

I’m now thinking double WOW. So who’s right? Maybe they both are… a little bit.

A study from professors at the University of Maryland, Carnagie Mellon University and Cheung Kong Grad School of Business in China was published in Marketing Science recently. The study determined that addressing complaints on social media is worthwhile because it can improve the customer relationship outweighing the potential side effect of possible future grievances. OK, so the manager should have responded.

One of the study’s researching professionals says companies should not overreact to negative comments remembering that past responses to complaints can affect how consumers respond in the future. My thought to this statement is… the manager overreacted in his comments going as low as the gal who posted. I’m not thinking I’d like to head to Kilroy’s this weekend. Professional advice… keep it professional but direct.

Perhaps it’s my age or attempt to maintain a professional decorum, I still believe social media is not the place to blast a company, a person and so on. Make a phone call, talk to a manager or write a letter. Not only are you held in a higher regard by the company, often you’ll receive a better response to resolve the problem to ensure it doesn’t occur again.

For years I’ve said, social media is like a large crowded room of people at a party. If you wouldn’t say something on stage in front of them, don’t write it and post it. It’s definitely going to be interesting to watch and see how this impacts other companies’ responses on social media going forward.