Rae Hostetler

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.

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.

Maximize your impact through social media

Rae Hostetler · Nov 18, 2015 ·

By Shannon Philllips

Let’s face it, not only is social media here to stay, its dominating presence makes it essential for companies and organizations to think differently and creatively about communicating with target audiences.

Here are a few ideas to consider in developing your social media strategy:

Upgrade your “app” knowledge – Facebook, Twitter and Instagram are popular platforms, but there are dozens of other apps (YouTube, Google+, Periscope, Snapchat, etc.) that are just as well-known and widely used. Before you create a social media strategy, spend time learning about various apps and how other companies and organizations use them. Remember, every app is not a perfect fit for every company. During your research, determine which apps will be most useful for your company or organization.

Here’s a list of popular social media apps to get you started in your research:

Top 5 Best Free Social Media Apps for iPhone & Android

Here’s a list of apps to watch in 2016:

http://www.forbes.com/sites/jaysondemers/2015/08/13/7-social-media-platforms-that-could-explode-before-2016/

Designate a social media person or team – It is impossible to have a social media strategy without a team or person to create, post and control content. To succeed in communicating your message on any social media platform, content must be consistent (at least one post/ tweet per day) and response to followers’ questions or concerns should be timely. That’s where a social media team or person comes in handy. In addition, assigning social media coordination ensures accurate communication of your message. So often, companies assign this task to 10 or 20 people without providing direction. Very little gets posted or messaging is inconsistent. The common phrase “too many cooks in the kitchen” definitely applies here. Assign one to three people to maintain your social media pages to avoid these pitfalls.

Make social media part of your daily conversation – It’s easy to focus on traditional media (newspapers, TV, radio) during communication meetings. Always remember your followers on social media who will read the information on their timeline faster than reading it on a website. Social media is a great opportunity to get creative with messaging at no cost. Planning a BIG announcement? Build anticipation with photo posts or hints each day prior to the announcement. Share the big news on social media with a short video from the CEO with the website link for more information. Remember, this is your opportunity use YOUR page to engage thousands of YOUR followers. Keep your message short and to the point.

Social media can be a fast way to connect with customers and supporters. With a solid strategy and a bit of creativity, your company or organization will experience a different level of engagement.

Shannon Phillips coordinates social media for clients at Hostetler Public Relations.

How are you communicating your image?

Rae Hostetler · Oct 22, 2015 ·

Employees, vendors, prospects, customers… people are watching, listening and making decisions whether they want to continue to work for you, with you and do business with your organization. Your corporate reputation is directly tied to those decisions from leadership style to what people know about you in social media, your website, editorial and more.

Have you ever thought about how you communicate information about yourself and your business? Is your leadership team all saying the same thing about what your organization is and does? Are you strategic about communicating your image?

I’ve seen business owners place importance on the color of their logo and look of their printed materials, but somehow along the way forgot to create the framework to build a solid corporate reputation from the inside out.

Having a leadership team that can effectively communicate what the company is and does is paramount to a successful business. This team not only sets the stage for creating the strategy, but also for how that strategy will be communicated to employees, clients, prospects and the community at large. Working with numerous clients through the years, no one style to do this is right or wrong. It’s just important to do it.

A recent study from Ketchum Leadership Communications Monitor says only 24 percent of respondents believe executives are leading successfully. It shows, among other key findings:

The era of hierarchical leadership is over, and a culture of title-free leadership is on the rise.
The world is looking to business leaders to rise to the challenges of our time.

To the first point, I’ve seen first hand how a leadership change created a culture change. Leadership moved from a hierarchy telling people what to do each day to a structure “we work for you.” Within a year morale and productivity have increased beyond everyone’s wildest dreams.

People are looking to leaders (corporate, non-profit, government, community) to rise to the challenge of leading. This means building a strong corporate reputation from the inside out. Are you prepared? Do you know how you’re communicating your image? Organizations that are authentic with strong leaders will have a competitive advantage and strong corporate advantage.

How are you communicating your image to build your corporate reputation?
It all starts on the inside.
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