Ah, August—the month where people try to grasp onto that fleeting summer feeling with their last chance at vacation time. But with everyone from Obama to your coworker grabbing their beach towels and high-tailing it out of the office, it can put the brakes on any business momentum. And with a ghost town of an office and newsroom, there are a few adjustments you should make to your marketing and communications strategy.
Here are a few August PR takeaways to make the most out of a typically sluggish time of year:
InkHouse’s approach to thought leadership involves defining a client’s point-of-view that supports its corporate position and validating that POV through industry analysis, data, or customer endorsement.
So imagine our delight when we saw new survey data that validates our approach to media relations. Since our inception in the late 2000s our media relations work has been validated by consistent and on-message client coverage, but it’s also nice to have new data to back up our POV.
This week on MarketingLand.com, Fractl marketing vice president Kelsey Libert published some pretty substantial research data on how content publishers (mostly writers at well-known publications) like to be pitched story ideas. It wasn’t surprising that InkHouse media relations practices were well-represented throughout the data, but it was, well, validating.
Much has been said this week about Twitter’s most recent changes to its timeline, and like in many instances when social media companies make changes to their products, users aren’t thrilled. If you haven’t heard, Twitter is now adding tweets to timelines from accounts users haven’t chosen to follow.
Here’s what Twitter had to say about it in its support document on its website:
When we identify a Tweet, an account to follow, or other content that’s popular or relevant, we may add it to your timeline. This means you will sometimes see Tweets from accounts you don’t follow. We select each Tweet using a variety of signals, including how popular it is and how people in your network are interacting with it. Our goal is to make your home timeline even more relevant and interesting.
HubSpot’s social media scientist Dan Zarrella released results of a study examining the performance of Facebook post types for the last three and a half years. Of course some of your Facebook posts are always going to do better than others, depending on how you present what is happening that minute in the news, in your neighborhood or at the office.
No great surprise though that posts including photos are receiving the most likes. After all, a picture does speak a thousand words, but posts that include just words have been declining for a while. One thing that was nice to see is that video posts have been on the upswing since late last year.
When I got into technology public relations back in 1998, we were approaching the peak of the Internet bubble. Just as technology was disrupting the business models of pretty much every company on the planet, PR was going through its own innovation cycle. We were shifting from faxing pitch letters and mailing press kits, to email and online press rooms. And while 2001 saw the Internet bubble pop in a big way, the societal, business and economic changes ushered in by the Internet boom were pervasive and lasting.
We are thrilled to share the news that Jason Morris has joined InkHouse as our West Coast general manager. Jason comes to us from MSLGROUP San Francisco (formerly Schwartz Communications) where he spent more than 15 years driving award-winning PR campaigns for emerging-growth tech companies and innovative divisions of tech industry leaders. I was Jason’s client in the early 2000’s so I know first hand the incredible work he does. Beth and I could not be more excited to have him join our team.
Jason will lead our fast-growing West Coast office that is already servicing some of the world’s most innovative companies in big data analytics, peer-to-peer marketplaces, sustainable architecture and urban planning and private equity, among other segments. Jason’s rich experience — spanning enterprise and consumer markets – is a perfect match for the demand we are seeing in and around San Francisco.
With football season right around the corner and fantasy football on the minds of many pigskin enthusiasts, it’s a great time to take a look at what we can learn from this virtual gridiron to end up on the winning team.
1. Know Your Stats
Week after week, you’re faced with decisions about who to slot as your starting quarterback or which running back to put up against your opposition’s defense. The best way to make the dream team each week is to look at the stats. Do your research. This is no different in the PR world. You must do your research and find the perfect fit. Whether that is deciding which publication to reach out to with an exclusive or identifying which reporter would give your pitch a second look (Using Analytics to Drive Your Public Relations Strategy).