Tag Archives: Entertainment PR

Continuously Crafting Compelling Content

By: Jenifer Wetterau

Do you struggle to find interesting, relevant things to post about every day? Spend your weekends agonizing over whether the next week’s tweets will appeal to your audience? Content curation is your solution!

WHAT IS CONTENT CURATION?

Content curation is the process of rummaging the Internet, filtering out the junk, and discovering the most valuable, relevant and helpful content about a particular topic.

By sharing those with your network, you accomplish these important objectives:

-Build your personal brand (reputation) as an expert in the topic

-Be more active and visible on social media

-Enhance your relationships by being relevant

WHY CURATE?

Content is at the core of all digital marketing initiatives, with social media channels functioning as tools to spread it, telling your brand’s story and connecting with customers.

It’s so easy to get carried away with simply trying to create great informative content, but strategic curation of interesting content is also very important.

Sharing great, relevant content is essential in building a strong community of brand advocates. Making the content relevant and framing it in a way that engages people takes effort — you need to put thought and structure behind the content you create and share on social media profiles. The more attention-grabbing it is, the more likely people are to share. People share things not only because those things look good, but also because those things make them look good.

KNOW YOUR AUDIENCE

So what content should you share?

Before you can determine what the best content is to share, you need to get inside the minds of your followers.

Who is my audience?

What problems do they need solved? How can I provide value to them?

What type of content most appeal to them?

Develop a specific, consistent social media voice tailored to your brand’s audience. It may help to create marketing personas for your followers on each platform.

You might want to try asking your followers what topics they would like to read about and use their answers as a guide for your strategic curation plan.

D YOUR CONTENT CATEGORIES

It’s important to thoughtfully select the topics you will share with your audience. A great general rule is to follow the three “C”s: created, contributed, and collected, by providing a mix of:

-How-to and influencer posts

-Leadership articles and guest topics

-Research and analysis

-Light-hearted viral content

-Bold statements

Filter all of these possibilities through the lens of what will be most valuable, interesting and relevant to your ideal customer. By curating a set list of topics, you send a unified message of what your business is about.

MEASURE SUCCESS

One of the most important steps to curating amazing content is to measure the results.

Before creating a single piece of content, determine your objectives and what metrics you will use to measure performance.

Start by identifying the important metrics within five common buckets:

-Awareness: impressions, reach, mentions

-Consumption: clicks, visits, referrals

-Engagement: likes, shares, +1s, time on site

-Actions: leads/sales, PDF downloads, newsletter sign-ups, site navigation

-SEO Impact: increased organic site traffic and activity, increased organic backlinks, increased engagement on specific content pieces

Are there certain articles that get more clicks, retweets and favorites than others? Is a certain topic or interest driving more engagement with your followers?

Since there are seemingly infinite data points that can be tracked, you need to decide which metrics make the most sense to track for your brand. Concentrate on a few so you don’t get bogged down with so much information that you can’t offer easy to digest analysis.

What content do you share on social media sites? Do you currently have a content curation strategy? What elements do you find most beneficial? As always, I welcome your comments and if you like what you read be social and share.

The Importance of Building (and Maintaining) Business Relationships

By: Gina Mason

As many of you know, the public relations industry is all about building relationships (after all, you can’t spell relationships without “relations!”). In fact, the Public Relations Society of America (PRSA) defines public relations as “a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”

On a daily basis, publicists work to develop and cultivate relationships between their clients, the media, the public, vendors, sponsors, corporations and their peers. However, relationship building is not solely for PR practitioners. It is vital in any industry to know how to work with others and create positive connections. Building strong professional relationships can open new doors for your business and your personal network as well as establish credibility, which can make you more attractive to potential clients.  

Here are a few tips on how to build and maintain positive business relationships:

Stay on their radar

The saying, “out of sight, out of mind” applies to building business relationships. If you just met someone or have known him or her for years, make sure that you communicate with them frequently so they don’t forget about you. Emailing a simple hello or inviting them to meet for coffee will go a long way. Also, be sure to keep them updated on what you are working on whether it is an event, project, etc.  just in case they or someone they know have any interest in working with you.

Stay updated on their business

Whether your business contact gets a promotion, their firm signs a huge contract or has a noteworthy media placement, stay informed on what they are working on or doing. One way to do this is by following their company’s social media accounts and subscribing to their RSS feed or newsletter for frequent updates. Keep in mind that this also gives you a good excuse to reach out and congratulate them (yet another way to stay on their radar).

Share business leads and make introductions

The key to maintaining successful business relationships is helping each other out. If you hear about a potential business lead or know someone who may be interested in their product or service, let them know and make an introduction. People truly appreciate any help when it comes to making business connections and will generally reciprocate the favor if they can. This simple act can go a long way and can establish a sense of loyalty in any business relationship.

Ask their opinion

Don’t be afraid to ask your contact their professional opinion. Everyone has had different experiences and may have knowledge in an area that you may be unfamiliar with. People love to share what they have learned in business and can bring a different point of view to the table. They may have experienced a similar situation or know someone who has and may be able to provide some great insight. Also, be sure to thank them for their help!

These are just a few basic tips on how to build and maintain good business relationships. If you utilize your relationships and help out your contacts when you can, you can grow your business and be extremely successful.

As always, I welcome your comments and if you like what you read, be social and share.

 

 

 

 

The Difference Between An Agent, Manager & Publicist

By: MJ Pedone

Often times, I’m the one in the group who has the most exciting job. Once I’m asked what I do for a living, all bets are off. Yes it sounds so glamorous answering that I own my own Public Relations agency and that I specialize in working with athletes, celebrities and entertainers. Of course the flurries of questions always begin such as, who are some of your clients? What is it like working with so and so? Do you get to go to the games? But the stand out question that always remains the same is, what is the difference between an Agent, Manager and Publicist. Since I know most people aren’t sure of the answer, I listed the differences below.

Agent

An agent is responsible for helping you find work and for negotiating the terms of your employment. For example, if you are an actor, your agent keeps his eye out for roles that would be suitable for you and contacts the casting director to arrange auditions. Once a director hires you, your agent will help negotiate your contract and make sure the terms and conditions of your contract are met. You will have a legally binding contract with your agent, allowing him to negotiate on your behalf. Agents are usually paid a percentage of your fees for each job, generally between 10 to 15 percent. In California, agent fees are limited to 10 percent of your earnings.

Manager

A manager provides career guidance and advice. Managers may also provide financial and legal advice, if they are qualified to do so. While agents may have hundreds of clients, managers generally have only a few clients and spend more time with each one. A manager’s duties are far-ranging and may include advising you on what jobs to take, helping you to market yourself, organizing advertising and publicity, advising on how to develop your talents, making travel arrangements and advising on how to manage your income. Managers generally earn between 15 to 20 percent of your total income.

Publicist

A publicist helps you manage your relationship with the media. This may include arranging interviews with journalists; making press announcements on your behalf; organizing your blog, twitter posts or other social media; helping you to gain publicity; arranging for public appearances; and advising on how to avoid unwanted publicity. Publicists often work for agencies and are generally paid a flat fee rather than a percentage of your income. Some publicists work on retainer, whereby the publicist earns a monthly fee for a set amount of work, such as 20 hours a week.

I have many clients in which I’m a publicist for but also act as a manager. I tend to wear many hats and at times, work 24/7. I’m grateful and feel so blessed for each and every one of my clients who I consider family. It really is true, do something you love and you will never have to work a day in your life!

As always, if you found this information helpful, don’t keep it to yourself. Be social and share!