Category: Blog

An often overlooked but important element of social media marketing is the use of hashtags. However, randomly inserting them without a purpose won’t help your business – at best it is distracting and at worst it may cause confusion. In order to really benefit your brand, hashtags need to be used with a solid strategy in mind.What are hashtags and what can they do for you?

What are hashtags and what can they do for you?

As Hootsuite puts it, “the hashtag is likely the most popular means of categorizing content on social media.” They can:

• Allow your content to be discoverable
• Help you identify, and be part of, relevant content and conversations
• Enable you to engage with others based on a certain theme or common interest
• Be a tool for you to monitor your brand or competitors
• Ensure that your content reaches a much wider audience

Below are five tips on optimizing your posts by using hashtags. Read on!

1. Pick your hashtags wisely: Do your homework, be familiar with what is out there in terms of popular and trending hashtags, and explore what hashtags your competitors use. Keep them short, memorable and avoid overcomplicating them. If it makes your audience work harder than needed, chances are you will not help your cause.
2. Choose quality over quantity: Hashtags provide an added angle to a larger conversation; if your post does not add substance to a wider conversation, consider skipping them. Even if you can use many hashtags, it does not necessarily mean that you should.
3. Use a mixture of hashtags: Brand hashtags are created by businesses. They should be specific enough to your own brand and not easily confused with others. In the case of Nike, for example, the hashtag they use (#JustDoIt) is also their tagline. General hashtags, on the other hand, can be about your industry (#technology), a trade show (#CES), a trend (#GDPR), or the like. Focus on choosing relevant ones that position you as a thought leader or as a valuable participant in the right conversations. To make the most of your efforts, use a mixture of both kinds.
4. Tailor your hashtags to the appropriate platform: While LinkedIn’s recent introduction of hashtags offers an added value to posts, the platform is not the place to overindulge in hashtag usage. Instagram, on the other hand, is a hashtagger’s paradise. Know how to use hashtags appropriately on the different platforms.
5. Don’t bank on the negative or scandalous: Very few businesses can deal with negative news such as natural disasters, scandals or tragic events respectfully and appropriately. Steer clear of any negative current event as it can cause damage to your brand if you are seen as trying to bank on a sensitive issue in an insensitive way.

#FoodForThought

Using #hashtags is a great way to expand your brand’s reach and engagement. We hope you found these tips useful. Remember, #TheWorldIsYourOyster, so get out there and start experimenting with #NewBeginnings!

Though the communications landscape has certainly shifted and evolved in recent years, we’re here to tell you that the press release is still alive and well – and a critical component of your marketing mix. From giving your company or product a boost in credibility to spreading the word about new offerings or positioning you as an industry expert – press releases have the power to persuade. But how much thought are you really putting into them? It takes careful planning to leverage their immense potential, while balancing the message and getting it packaged to meet your goals – and achieve maximum impact.

Let’s get going: The tips below will help ensure your next press release truly delivers. But whatever you do – don’t just throw words against the wall and hope they stick. You need to MAP out exactly where it is you want to go.

Here’s how to create your M.A.P.

• Message: What do you want to say? This is where you determine the content for your news release and make a judgment on its merit, relevance and value to your company.
• Audience: Who do you want to reach? Customers, prospects, investors, employees, community, channel partners, or industry players? What market segment or interest should the news release be tuned to?
• Purpose: What is it you are trying to achieve? Are you promoting a product, seeking to elevate corporate stature, establishing a claim by going on record, generating attendance at an event, creating and becoming part of the discussion on a topic, setting the industry agenda, or other goal?

 

With your MAP spelled out, you’re on the road to communicating clearly. Be sure to keep these quick tips in mind:

1. Less is More: Every word competes with every other word – and the more that is added, the more your message is diluted. The path to clear and concise writing is to use only the words needed. Extra adjectives and adverbs only slow down the pace of the narrative and can interfere with comprehension.
2. Keep Brand Messaging in Mind: The whole point of establishing brand messaging is to have a framework to guide your communications to be a delivery mechanism for your brand. Press releases are among the most visible means to assert your brand voice.
3. Don’t Overuse Jargon: While some press releases do call for technical jargon, avoid overusing it. Using simple, descriptive words that leave no doubt as to what you mean is by far the best policy.

A carefully crafted, targeted press release can pack a punch like no other. It’s also an extremely cost-effective way to share your story – and can get even better with time. When your releases are viewed collectively, over a period of time, your story just gets stronger and stronger. Now – start working on that MAP…Happy writing!

So you want to be a thought leader? Sounds great! I mean, who doesn’t want to be seen as an expert in their field? But what does that really mean – and how does one actually get there?

Becoming the top-of-mind, go-to entity in your field of expertise doesn’t happen overnight. Attaining this status takes a carefully-planned, multi-pronged approach. But never fear, nothing is out of reach, and it’s not as complicated as it seems. We’re here to help.

Ready to start gaining some clout in your field? Keep reading.

Step-up and Speak-out

Let your voice be heard – give commentary, views and predictions. Seek out opportunities to share your insights and knowledge. Tactics to consider include social posts designed to educate, authoring bylined articles, being included in industry stories, attending industry events and submitting for awards and speaking opportunities.

What’s trending in your industry? Have an opinion – don’t be afraid to share it. Be active, participate and start getting recognized as someone who is shaping the future.

Know Your Audience (and go where they go)

Even the clearest, most compelling message will fall flat if not delivered to the right audience at the right time. Do your homework. Make sure that the people you are talking to are the right fit for you and your story.

Be Media Savvy

Now that you know your audience, you need to determine the best way – or ways – to reach them. The rise of social networks and online outlets has altered the face of modern media channels. There are now 3 main ‘flavors’ of media: Earned, Owned and Paid.

Earned media is publicity gained through promotional efforts other than paid media advertising – it can’t be bought or owned; it can only be gained organically. Think ‘word of mouth’ from others (media, influencers, etc.). Examples include securing a contributed (bylined) article, receiving coverage based on outreach efforts and landing a review.

The term owned media refers to content that you control and share on your own communication channels. Self publishing on your own company blog or through your LinkedIn profile are two great ways to share your own content.

Paid media is exactly that – content that you have paid to promote. Digital ads, pay-per-click, paid publishing opportunities, sponsorships, and more are just a few of the ways you can leverage your dollars to promote yourself and your brand.

Here’s a tip: All three of these channels have a role to play in your journey to elevate your stature.

Becoming a thought leader is an ongoing process that requires knowledge, commitment and consistency. We’ve outlined some of the necessary elements that will help get you there – keep us posted on your progress!

The New Year is quickly approaching, so it’s likely you’re cataloging items to close out this year and begin anew in 2018. We’ve got one item that should be on your latest to-do list: get active on LinkedIn.

Social media was once an afterthought for busy business executives. While it still may be for many – it’s time you took advantage of the world’s largest professional networking site. With a user base consisting of 500 million people from more than 200 countries, it’s important that you become an active participant on LinkedIn to help steer the conversation about your company.

So what can you do to get the ball rolling? Start with these tips to boost your presence on LinkedIn:

• Get your executive profile in shape: Having a complete profile is important to show you’re an active participant on the platform. Pay special attention to your profile picture – use a professional headshot that is friendly and aligns with your leadership role. Make sure your LinkedIn headline is relevant and specific to your industry. Does it speak to the audience you are looking to connect with? Does it include keywords of your product/service and expertise areas?
• Build your network – connect with your customers, partners and peers: Your customers are on LinkedIn, so make sure you connect with them to remain top of mind and to provide them necessary attention. The same goes for your valued partners and peers. Stay up-to-date on your contacts’ movements, interests and needs – in real time.

• Demonstrate your thought leadership: LinkedIn can help you become a voice in your industry and it’s easy to do so by sharing company news, online articles that piqued your interest, personal insights, corporate presentations, relevant industry news and more. According to the platform, nearly 2M unique publishers actively share content – so users look to the site daily to review their newsfeeds and read about leaders and companies they follow.
• Don’t be afraid to leverage LinkedIn features: One that we love is LinkedIn’s publishing platform. You can use it to publish posts that share professional insights and provide value for your network. Active participation in LinkedIn Groups is also key. These groups help you and your business network with other professionals in the same industry, especially those outside of your immediate circle. Beyond these tools, LinkedIn offers many tips and insights to maximize your presence on the platform (check them out here).

So what’s keeping you? Taking just a few minutes a day can help pave your path toward becoming a social leader. Employing the tactics above will allow you to reap many of the benefits LinkedIn has to offer.

Nothing can be more impactful in creating a brand and generating sales than a product review program. Published reviews by magazines, news sites, technology publications and blogs alike bring credibility to the product. Reviews are serious business and a negative review can be devastating – don’t jump the gun just to land a review only to have to do damage control later. So what do you need? Every successful review program (no matter how good the spin is) starts with a rock solid product that performs as billed. The role of the review program is to provide a forum to let the product speak for itself.

Here’s how it works:

1. Matchmaker: Do your homework and define the field of possibilities for your product. Be a tough matchmaker, and select only those media outlets that are a good match. Do they write for the audience that cares about your product? How do they treat product reviews in terms of tone? Are they looking to point out the best in the product or do they seem to be critical and bring a bias to a story?
2. Positioning: Know how the product is positioned and how it compares with its competitors. For instance, if your product is positioned as the affordable, simple solution, you don’t want to be pitted against products that are designed for sophisticated users who are seeking layers of complex and powerful features. Remember, reviews are comparative in nature and whether your product will be in a stand-alone review or part of a round-up, the reviewer will be comparing your product to others.
3. Easy Does It: Make your product easy to review. Just as you have press materials to support news announcements and events, your review program needs the same type of support. The centerpiece is a Reviewer’s Guide – a comprehensive document that spells out all of the key differentiators of the product, highlights the features that set it apart, and clearly explains how users benefit. Take the guess work out and make the reviewer’s life a little easier!

4. Appearance: Looks do count. From the enclosure letter, supporting materials and the Quick Start Guide to the box, inner packaging and the actual product, the appearance says volumes about the product brand. If your product is targeted to consumers, it needs to convey the consumer experience to the reviewer – after all, he or she is writing for the readers. If the product is targeted to IT managers, then a no-nonsense, professional look is the ticket. Regardless of how well your product performs, the first impression of the reviewer is set by how the product is packaged.
5. Management: Careful management of your review program is a must. You can’t just place a review, cross your fingers and hope for positive results. Consistent check-ins with the reviewer will help to curtail issues that could lead to a negative review. Of course, this process must be tailored to the reviewer and according to his/her preferences – you don’t want to be a pest, but you don’t want to be a silent bystander either.

One of the most impactful qualities of a product review program is building trusted relationships with reviewers by sending products that work as expected. It’s a bonus when your product exceeds their expectations. As you expand your product portfolio, those relationships will mean even more as you’ll have a readymade relationship to get the word out.

CES 2018 is nipping at our heels – it’s only 10 weeks away. That means we’ve entered a critical time in planning the PR for your trade show presence. If you’re looking for a great PR and marketing partner to guide you through CES, you can’t beat Lages. We have a full spectrum of tech experience working alongside everyone from startups to billion dollar enterprises. Our years of experience will get you the media attention and analyst connections you are looking for. Leave it to Lages to make you the talk of the show!

Below, we’re outlining all the elements you’ll need to make CES a success.

First things first. What do you need help with at CES – and how do get that buzz going? Here’s a list to help you start brainstorming.

• Product Launches
• News Announcements
• Social Contant
• Pre-show Promotion
• Awards
• Media/Analyst Appointments
• Show Coverage
• Insider Suite Demos
• Influencer Relations
• Campaign Themes

No matter what program components you select above – we want CES buzz to grow into coverage and meaningful relationships with media and analysts. Think CNET, Gartner, The Wall Street Journal, Frost & Sullivan, Anandtech, TWICE, Tom’s Hardware, Forrester, Digital Trends, and more – it’s critical to get in touch with media and analysts well before the show and also beat holiday vacations/shut downs.

Maximize the month of November:

• Time is of the essence: Ideally, messaging and assets (photos, videos, collateral, etc) should be finalized before the Thanksgiving holiday. This will allow you to finalize your show strategy, begin outreach to media, draft your news release and package materials that tell your story.
• Media outreach should start this month – the earlier the better. It’s best to pulse media and analysts from your customized database and find out who is attending and get on their radar. Keep an eye out for the CES pre-registered press list as well – to identify contacts that are relevant to your market, product, etc.
• Do you have a show floor presence? Not every company does – and not every company needs one. Consider affordable media events (approximately $6-12K) such as Digital Experience and ShowStoppers instead. These events are media receptions that enable exhibiting companies to directly meet with more than hundreds of pre-qualified journalists, analysts and key industry influencers.
• Are you interested in awards? Many have deadlines this month and early in December – i.e. CES Last Gadget Standing, Engadget’s Best of CES Awards, Videomaker’s Best of CES, TWICE Picks Awards, CE Pro’s CTA Mark of Excellence Awards, etc.
• On-stage or live interview opportunities are also booking this month. If you’re interested in presenting your product, it’s time to pitch these and try to secure an interview spot – i.e. BeTerrific!, CESTV, TWiT.TV, Tech Talk with Craig Peterson, etc.
• Have you decided on your premium items or giveaways? (i.e. bouncy balls, notepads, bags) – You’ll need these in hand before the show, so make sure you have enough time to order them.

December is crunch time:

• By now, your news release should be finalized – and you’re deciding on a date during the week of CES to issue it over the wire. This is also an ideal time to offer up advance copies of your news release, so that media can plan their stories. It’s also key to offer an online press kit – we recommend a Dropbox – with the news release, photos, videos, fact sheets, FAQs, etc.
• It’s time to get on media and analyst’s calendars. Outreach began in November, but now it’s critical to get on their schedules and book appointments. Make it easy for them to know where you are – give the building/hotel you’re in, the hall location and booth number. If you’re at a media event, expect media and analysts to stop-by your table (after all, your outreach let them know where to find you). You’re on their radar, and both ShowStoppers and Digital Experience provide ample time for them to swing by to learn more.
• Finalize your schedule! It’s time to gather all the media and analysts that expressed interest in one place. A meeting schedule compiling day-by-day booth appointments, stop-bys, interview locations, etc. is helpful to keep your spokesperson(s) on schedule and in the loop. For appointments, creating background documents that include relevant details, recent articles, analyst reports, etc. can make all the difference in building a good relationship face-to-face at the show. It’s best to review this for each media or analyst prior to your meetings.

January is show time!

• It’s time to make a splash! You’re welcoming the New Year and CES: The show is January 9 – 12, 2018.
• Your news release is crossing the week of CES – and it’s critical to follow-up with all of the media and analysts who expressed an interest in your news. It’s best to send over a brief note with the link to the news release – and if they’ve booked an appointment, reiterate the meeting details (date, location, time), give your cell phone number just in case they need to connect, are running late, etc.
• Messaging is key: For those staffing your media event table, hotel suite or show floor booth – run through key messages, master your elevator pitch, review materials, and don’t forget to snag contact information for those you interact with (especially media and analysts).
• Post-event outreach is a must. CES is massive, so if someone misses an appointment – that’s okay. You got them on the hook and sent them your online press kit, so after the show is over – it’s prime time for post-event follow-up. That also goes for those you met with during CES. Following up with a thank you, items they asked for during an interview, and/or checking in to connect later that month are tactful ways to close the loop on these interactions.

The clock is ticking – and it’s easy to be overwhelmed by the amount of work that goes into CES. With the right PR partner, a custom, tailored CES program suited to your company’s needs can take the stress away. Drop us an email to find out more: beverly@lages.com.

Think about your favorite media outlets. You know, the ones that show up at the top of your Facebook, LinkedIn and Twitter feeds every day. Now, picture them wanting to talk to you about your latest product launch/upgrade/channel partnership, etc. This is no pipe dream scenario – the right PR and marketing communications tactics will make this a reality. Are you ready? What will you say? Does the thought of connecting one-on-one with influential reporters and editors strike a bit of fear in you? Fear not.

We’re about to give you 5 tips to make your media interviews a breeze – and ensure that your message resonates. First things first, though – it’s important to understand the roles involved in media relations (your company, the PR rep and the reporter) in order to maximize opportunities and learn how to navigate through different inquiries. It’s a quick read, so check it out here.

A little planning can go a long way. Relax. Breathe. You’ve got this. Here’s what you need to know:

1. Storytelling is the most effective form of media relations. Storytelling interprets the news with anecdotes, customer examples, and perspective – it goes beyond facts and weaves your message into a story with context.
2. Make your message repeatable. Sound bites make a difference.
   
   “If it doesn’t fit, you must acquit.” Johnnie Cochran
   “We have nothing to fear but fear itself.” Franklin D. Roosevelt
   “Read my lips, no new taxes.” – George H. W. Bush
3. Make your most important point first and think like a journalist. Use deductive reasoning and back it up with facts or “proof points.”
   
   “The most important thing to remember is…”
   “I’ve talked about a lot of things. It boils down to these three things…”
   “The real issue is…”
4. While building a rapport is what we all strive for, don’t get too comfortable and forget your purpose (the media always know their purpose).  Reporters can make you feel comfortable – it’s safe to assume everything is “on the record” even if you say otherwise.
5. Tactfully block and bridge if you’ve been asked a question you can’t or don’t want to answer. Never say “no comment” – if you cannot comment, explain why.
   
   “It’s our policy not to discuss [topic] specifically, but I can tell you…”
   “I think what you’re really asking is…”
   “That speaks to a bigger point…”

Employing these tactics will ensure that you communicate clearly and effectively. If something does go sideways (best laid plans and all) that’s where your PR team comes in. We’re on the calls with you to step in as needed and assist you in getting your message across. Don’t worry – practice makes perfect, and your conversations with the media will get easier along the way.  If you have any questions on fine-tuning your media relations, shoot us an email at beverly@lages.com.

*Cue music* “It’s the finallllll countdown!” Pause…you can breathe (we have good news). You’re not in the final moments yet – but with Q4 nipping at our heels, it’s definitely countdown time to CES 2018. There are only 16 weeks to pull together all the key elements you’ll need to make your CES a success.

We’ve outlined some of them here:

• Product Launches
• News Announcements
• Messaging
• Social Content
• Pre-show Promotion
• Awards
• Media/Analyst Appointments
• Show Coverage
• Insider Suite Demos
• Influencer relations
• Campaign themes

While it may seem early to begin planning – getting a head start is critical to get in touch with media well before the show and also beat holiday vacations/shutdowns.

If you’re looking for a great PR and marketing partner to guide you through CES, you can’t beat Lages. We have a full spectrum of tech experience working alongside everyone from startups to billion dollar enterprises. Our years of experience will get you the media attention and analyst connections you are looking for. Leave it to Lages to make you the talk of the show!

Don’t procrastinate – reach out to us today to see how we can custom tailor a CES program suited to your company’s needs. Drop us an email to find out more: info@lages.com.

It’s an exciting time – you are prepping to launch a new product, your company direction has pivoted to reach a new market, you’ve secured funding, you have an amazing entrepreneurial story to share…the list goes on as to why you’ve engaged a public relations firm to guide you on getting the word out.

Before you jump in, it’s important to take a moment to consider the roles of all the players in the new adventure of connecting with media. It can’t be hard, right? People do it all the time from the cool start-up at your region’s most noted incubator to the established power players at Fortune 500 companies.

It isn’t difficult if you enter the relationship with eyes open and a solid understanding of agendas and perspectives. Just like any endeavor, you need to think from the outside in. So let’s get started with roles:

Consider who the players are in media relations.

• The source / expert (that’s you!)
• The reporter
• Your PR agency

By promoting an understanding of each party’s objective and role (your company, the PR rep, and the reporter) you’ll gain the ability to maximize media opportunities and learn how to navigate through varied inquiries. Take a look at the infographic below to see how this works out:

• Once you know the roles, don’t forget that objectives matter too. Consider that objectives will be different – and could even be opposing – but an understanding from you will help everyone find a middle ground and result in a win-win for all involved.
• Let’s talk about you. As the source and expert, your objective is to get your message repeated exactly as you’ve said it – preferably unaltered. Unfortunately, that can’t always be the case. However, if you know the reporter’s audience and know the message you want to come across – you can become an important resource for the reporter and tell a story that resonates for everyone.
• Your PR firm is a Jack-of-all-Trades. We are writers, communicators, facilitators of interviews, researchers when reporters need more information, hunters of media assets, and amazing hoop jumpers. We do all of this with the objective of creating a common ground where your objectives and that of the reporter are met.

• Reporters serve their readers, viewers and listeners. Their objective is to identify good sources and stories that address the needs of their audience. When they agree to an interview, you’re entering the discussion to earn a right to reach the readers of that particular media outlet. That’s the difference between “earned media” versus paid media such as advertising (but that’s a blog for another time).

Okay you’ve got this!

It’s easy to navigate media relations with the proper research, preparation and PR partner. Stay tuned for our next blog post – 5 Ground Rules for Successful Media Interviews.

Intuitively you believe all marketing activities, including PR, should support your sales program. Yet, you recall that PR has a higher calling and should remain in the domain of strategic corporate activities that center on shareholder value, goodwill, and corporate citizenship. Both views are right-on, as PR is a broad discipline and can be deployed to address many needs at multiple levels within a company.

But for now, let’s focus on how PR can add value and shorten the sales cycle.

Get on the Radar or Fall off the Map

A sales cycle can’t begin without leads, and one of the best ways to generate leads is to build awareness. Awareness comes from being found and the more times your company or products are found, the greater the awareness.

Some of the most effective awareness building tactics include issuing news releases over the wire where they are picked up by news content aggregators and land on websites throughout the net. Feature coverage, bylined articles, and inclusion in stories make your company a player. Speaking engagements enable direct contact with key audiences and can also be widely promoted to targets that were not at the event.

Insider mediums are some of the most effective awareness building environments as you are relating to your target audience on their turf. Newsletters, conferences, association events and groups on social media (think LinkedIn) are just a few examples. Industry analysts such as IDC, Gartner and the like, along with consultants and commentators, are valuable targets that not only aid in building awareness – they build credibility.

Capturing Awareness and Channeling Interest

With a consistent awareness campaign in place and a well thought-out and articulated messaging strategy, your next challenge is to harness this awareness for sales. In the Internet-age all paths lead to your website. Those seriously interested in what you have to offer will eventually click to your site. This is the moment of truth where they will determine if they become part of your prospect community based upon how your site communicates to their needs. This includes their need to feel secure that your company is credible, their need to access more in-depth information, their need to find comfort in the companies you partner with and the clients you serve, and much more.

Offer ways for the prospect to engage themselves with your company on your website so you can now begin a dialog. Webinars, gated content, email newsletters, surveys, request forms for information or even for a sales rep to call … are all excellent methods to progress the sales process. And don’t forget to give them a reason to come back to your site so it will be among their bookmarks when they launch into a short-list sales review.

Proactive Beats Passive

Whether you call it re-purposing, recycling or good old fashioned merchandising…do not forget to package and push your PR successes directly to your prospects and business affiliates. You can’t assume that the coverage you landed has been seen by your key targets. You can, however, ensure that they do see it by posting it on your web site and providing it to them via email, or social media. Take quotes from media and industry analysts and use them on your website, in newsletters, in booth graphics, in personal correspondence, in presentations, etc. Be creative and you’ll gain power…the power of influence.

PR and the marketing imagination must be combined to reach the fullest potential of impacting sales. Passive PR without the muscle of a marketing touch isn’t the right strategy for today’s sales focused companies. As my father once told me…”nothing happens until somebody sells something.”