Tina Cassidy Archive
Earlier this week InkHouse participated in a PR News Webinar called Pitching the Media: How to Cut Through The Clutter. Our colleagues on the panel included Tracy Schario, communications officer for the Pew Charitable Trusts, who talked about why it’s essential to be aware of major news events – either to plug into them or to avoid pitching at a time when journalists are otherwise occupied; and Jane Carpenter, head of public relations for online home retailer Wayfair, discussed how to build personal relationships with journalists.
That buzz around native advertising is now a loud vibration that is difficult to ignore.
Earlier this month, the New York Times became the most significant carrier of native advertising when it officially launched its program to host sponsored content with a six-figure three-month deal with Dell. While sites larger than NYTimes.com (yeah, Buzzfeed, I’m talking about you) and others that are highly respected (Washington Post, Vanity Fair) were already carrying sponsored content, the Times made it seem as if the Rubicon had been crossed.
Then, this week, Forrester analyst Ryan Skinner released a report saying that native advertising is “worth pursuing” — he meant for those writing the checks, of course, but it’s also worth pursuing for those on the receiving end, as well.
It’s a PR cliché to say you are thrilled about anything – so I won’t (wink) – but today InkHouse announced a new partnership with an amazing company: Neoscape, a pioneer in the world of visual storytelling. We are two complimentary, creative firms of about the same size and our work together will allow us to provide end-to-end product launch services, from branding, positioning, and immersive visual content, to events, press and new media campaigns.
Neoscape’s creative studio for architecture, real estate and other industries will create advanced digital content that tells the type of stories that InkHouse excels at amplifying through online media channels.
Today our client Skanska USA won The Bulldog Digital/Social Awards gold medal, the highest honor for Best Corporate Blog, judged exclusively by digital- and social-media-savvy working journalists and bloggers. We worked with Skanska to launch “Constructive Thinking” last April to highlight the company’s thought leadership in a multi-media way and have been proud of the results so far.
As our clients know, we take blogging seriously at InkHouse—including our own blog, InkLings—and view it as the foundation for many of our social content and media relations efforts. Our approach is one of the reasons why last year both Bulldog Reporter and PR News named InkHouse a Small Agency of the Year. This year, InkHouse was named a Best Place to Work by the Boston Business Journal and a Top Women-Led Business by the Boston Globe and Commonwealth Institute. In addition to agency awards, InkHouse has earned multiple industry awards on behalf of client work in the past year, including:
Today, at the MassTLC unConference in Boston, I was part of a media and press relations clinic that columnist Scott Kirsner led, along with Jen Reddy, SVP of Global Marketing for Communispace; Bernd Leger, Vice President of Marketing at Localytics; and Adam Zand, PR manager at TomTom.
The session, aimed at helping companies learn how to raise their visibility, became a Shark Tank-style pitch fest where founders stood up and explained why someone should want to cover them. First, it should be said, there were some great business ideas in that room at the Hynes Convention Center: crowd-sourcing for new video games; turning a photo of white board notes into a Google doc; and a solution to allow employees who may be dispersed to all sign good-bye cards for colleagues who are moving on.
I’ve been doing real estate public relations for a long time. In the last few years, it was clear to me that while the media landscape was changing, so was PR – drastically. And yet the real estate industry, like the Earth itself, continued to turn slowly on its own ancient axis.
Very few developers right now are using social media for community relations purposes. But they should, as I explain here. And most brokers are still relying on email for marketing properties. And they shouldn’t, as outlined in this post. Who’s renting apartments and jumping into the housing market? Millennials, a group most real estate developers only know as their own children, now need to be marketed to. But how?
I’ve already chronicled BuzzFeed’s meteoric rise here. But there are some additional stats about the site worth considering as well as some tips from Eric Harris, its executive vice president of business operations, about how to create viral content. First, the numbers:
– BuzzFeed now has 75 editors
– 75 percent of its traffic is from social referrals
– 60 percent of its visitors are millennials
– 50 percent of its traffic comes from mobile
– The site has 60 million unique visitors per month (that’s double nytimes.com, folks).
So it’s clear that BuzzFeed is a holy grail of sorts – for content that you want to go viral. While everyone might think they want viral content, the qualifications to make it so aren’t for everyone. Here are some of Eric’s tips for making content readily shared via BuzzFeed:
Many real estate developers have been slow to adopt social media to help market completed residential or commercial construction projects. But those who have are seeing the value in how it can bring to life the branding of new neighborhoods or shopping districts, or draw in prospective tenants or buyers.
However, there is one area where developers are still lagging on the social media front: the permitting and community relations phase of a project. This is not surprising — after all, many developers want to attract as little attention as possible to something that could be controversial and they believe that having a presence on Twitter or Facebook provides a stage for angry abutters to air their complaints.