Monthly Archives: July 2023

Exploring Threads: What Does It Mean for Public Relations?

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Beyond a potential UFC cage fight, competition is fast and furious for Elon Musk and Mark Zuckerberg as Meta Platforms launched Threads this summer to compete with Twitter, recently rebranded “X”, the popular social media platform Musk purchased last October. So, beyond throwing punches in the ring, the two can now exchange barbs via tweet or thread. But what does all this mean for your public relations strategy?

Threads vs. Twitter/X

First, it’s critical to understand what the two platforms do, how users can find your brand and the audiences the platforms can reach.

Most of us are familiar with Twitter/X and its sometimes frustrating 280 character limit. Now, Threads has burst onto the scene with a 500 character limit and largely the same image and video-sharing capabilities. While there are many similarities between the two platforms, character count is not where the differences end.

Threads was developed through the Instagram app to profile a new space for “real-time updates and public conversations,” according to Meta. The social media giant hopes to expand Threads as it has Instagram so users can follow and connect with other users. Users can access Threads via their Instagram account and handle, giving brand users a foundational audience from the get-go. The Threads feed will provide content from those the user follows as well as content recommended by Meta based on the user’s profile and history.

Again, while not many, key differences do exist between the two platforms that could influence your company’s decision on whether or not to engage it. Variety compiled this list:

  • Threads feeds users post from accounts they follow as well as others, similar to how Meta manages Instagram feeds.
  • Users cannot interact via Threads’ web interface, only read content via the web.
  • Threads does not allow users to only view posts from those the user follows.
  • European Union countries cannot access Threads for the time being.
  • Users cannot search by key word, only by user account. So, users cannot follow topics or trends. This user limitation could prove problematic for brands looking to boost awareness via the platform.

As of July 17, both Twitter/X and Threads have rate limits, which restrict the number of posts a user can view, among other things. Reported spam bot attacks led Threads to follow Twitter’s lead here, according to TechCruch. One controversial aspect of Threads that is drawing attention is that the platform does not allow users to delete their Threads account, unless they delete Instagram as well.

As to which social media platform will get the most traffic long-term, that is still to be determined. While traffic surged for Threads in the days after its launch and Twitter reportedly took a hit, the tides could be changing. On July 18, PC Magazine reported that daily active users (Android only, not iOS) dropped to 23.6 million from 49 million on July 7. At its peak, Threads had 49 million users, compared to Twitter’s 109.4 million.

What’s right for your company?

Only time will tell what the right platform is for your company. While business owners may want to bury their heads in the sand and stick to what they know rather than diving into a new social media platform, no one can deny the value in understanding your options.  

At minimum, business owners should talk to their marketing and PR teams about Threads and understand the pros and cons a presence on the platform could bring to the brand. Marketing and PR teams could see tremendous advantage in a brand communicating via Threads because they would have a longer character limit to more vividly tell stories and share longer-form content. Or they may see considerable value in leveraging the brand’s already existing Instagram and Facebook audience through Threads. Your marketing team could also be drawn to Threads in the early days as advertising is not yet offered and as a result, is unable to interrupt or distract viewers from the brand’s posts. On the flip side, it’s unknown how the platform will change once advertisers join the mix.

And then, of course, it’s no secret that Elon Musk is viewed by some as somewhat controversial. When he lifted previously imposed Twitter bans on high-profile figures earlier this year, some advertisers became uneasy about their participation on the social media platform worried their advertisement could be posted beside objectionable material.

Despite the new competition and some controversy, Twitter, now X, is still a leading social media platform and demonstrated means for many brands to reach their target audiences. So, unless your brand leadership is vehemently opposed to the platform, it might be wise to continue to have a presence. At the same time, explore Threads. While we can’t say whether or not it will be around for the long-term, why not give it a try? If you want to learn more about boosting your presence on social media as part of an integrated publication relations campaign, contact us.

Weighing your Options: Pay-to-Play Media Coverage

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While not a novel concept, the idea of pay-to-play media coverage has recently made a resurgence. Organizations, many off-shore, are engaging in an aggressive strategy of cold email outreach to businesses and non-profits offering to secure guaranteed placement of news coverage or thought leadership. What’s more, these organizations assure their prospects there is “absolutely no payment” until the placement is secured.

You don’t pay a penny unless you get your message published or broadcast. Sounds great, right?

Remember, if it sounds too good to be true it probably is.

They Think You’re Great

The email reads well. It is gracious and solicitous, although there is sometimes the occasional typo or grammatical error. These emails seeking to engage you even include a little detail about your company, non-profit or you personally. A nice touch. They seem legit. You can even find their website, although the only button that links to anything is a “Contact Us” selection.

Typically, when a company you never heard of comes calling offering you a remarkable opportunity, it’s a sales pitch, not a legit offer.

Also, often there’s no human behind these emails. These emails are artificial intelligence (AI) generated. They’ve scraped your website for a few details about you or your organization. And they will keep emailing, seeming to wonder why you haven’t replied.

The Fine Print

Despite claims to the contrary, there are a few details absent from these sales tactics.

The first is the outlets in question. Many of these solicitors highlight amazing media outlets: Forbes, CNN, FOX, The Financial Times, Yahoo Business News, etc. What they fail to mention is they are targeting the advertising or sponsored sections or segments of these outlets. What does that mean?

In the case of Forbes, they will sign you up for a paid opportunity you could have secured on your own. What’s more, if you worked directly with Forbes, you would likely be paying to become a regular contributor, writing and publishing up to 11 or 12 articles per year (all labeled as paid or contributed content). But with the model offered by these pay-to-play organizations, you will pay significantly more than the annual Forbes Contributor fees for just one opportunity. They are counting on you not knowing how Forbes, and other outlets, work regarding paid placement and costs.

Where broadcast outlets are concerned, it’s a near guarantee you won’t be appearing on Fox & Friends or Anderson Cooper 360. More likely your brief, paid segment, will run on the backwaters of these outlets’ websites in special “Sponsored Content” sections or on a 3 a.m. Sunday morning broadcast segment with a D-list celebrity host.

Also, for many B2B organizations, the outlets targeted are not strategic to fit their unique target audiences. If your target audience are the readers of Horse & Hound magazine, then a 2 a.m. Saturday segment on TBS is not exactly on point. Sure, you may be reaching a potentially large audience (insomniacs everywhere will be delighted), but is that audience the one you need? In short, these placements are tactical, not strategic.

The Cost

They promise you won’t pay anything until a placement is secured. But when you do, brace yourself. A single placement in Forbes, as an example, could run you two to three times what Forbes charges to be an annual contributor. Not exactly money well spent. And the broadcast placements can be simply astronomical (so they will push you to secure a CNN.com article instead because it’s much cheaper … or so it seems).

Competency

Finally, it comes down to turning over your brand or your personal reputation to individuals and organizations that have no track record in public relations outside of paid placements. They are basically placing paid-advertisements for you (and typically the outlets are doing the writing, not the so-called agency you hired).


And what happens if there’s a problem? What if there’s a mistake or worse? What if the paid opportunity mutates into a crisis situation? Well, these organizations have been paid. Not only do they have no reputation management or crisis communications experience, they don’t offer those services or care to help you. It’s pay-to-play, and you will certainly get what you pay for but likely, not one little thing more.

To cultivate and advance your reputation, a journalist must see a legitimate story and make an independent decision as to whether to cover it or not. There is not a public relations agency on earth that can make The New York Times or CBS News run a story that isn’t deemed newsworthy.

Where paid content is available with major media outlets, the value is limited. Make sure you understand both the benefits and limitations of any paid content opportunity as well as who and when actual humans will have access to that content.

Beware the public relations person who guarantees success. The success you achieved in business, as a non-profit leader or other professional endeavors was never guaranteed from the start. Neither is public relations.

Inspired by The Bear: My Journey from the Kitchen to Public Relations

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A few years ago, I quit my job as a chef in Chicago to pursue a career in public relations. Not surprisingly, it prompted many conversations about why I was making this change. Then, in June of 2022 the emergence of FX’s hit show The Bear prompted a newfound interest and respect for kitchen professionals and their skillset, and the questions began again.   

While The Bear is a television show dramatizing work in restaurants, it has been recognized as one of the most realistic portrayals of kitchen culture. This fresh portrayal of kitchens provides the perfect backdrop for an idea I have personally struggled to explain: Many kitchen skills and experiences are transferable to public relations work. From finding inspiration in an environment of chaos, to pushing through pressure to get a dish out (or meet a deadline) and fielding every mishap, small burn and burst pipe along the way, I’ve found these two vastly different careers have many similarities.

Here are just a few of the ways public relations and kitchen life are not all that different:  

Understanding the Value of Good Communications

In a kitchen, you will often hear “corner” when someone is going around a corner, “sharp” when someone is holding a knife and walking or “heard” to convey something is understood. To some, this may seem like over-communicating, but these short, succinct communications often hold the responsibility of safety and/or clarity in a kitchen.

In public relations, we must be acutely aware of the power of words and consider how those words will be received to support a goal. We must also work to determine the best way to communicate a message. We need to find the best way to get the audience’s attention just like the chef needs to find the best way to get the attention of their staff. This can mean finding a target audience where they want to be met and often understanding less is more. We may not use one simple word to communicate like “corner,” but we try to deliver tight, compelling messages that speak to our client’s services or thinking, while providing value to the reader.  

Keeping Your Cool Under Pressure

The Bear does a great job of passing on to the viewer the feeling of immense pressure that looms over a kitchen. Whether its managing ticket times, difficulties with cooks who are out of unison or struggles with finances threatening the future of a restaurant, handling pressure is a prerequisite of the restaurant industry.

Public relations professionals are no strangers to pressure either. For one, communications professionals are depended upon for unbiased, clear-minded insight to position their clients in the best light. Whether it be in a crisis where we must move quickly while working to manage particularly sensitive situations or in daily work with deadlines looming and new opportunities arising, it’s a delicate balancing act. While these scenarios are much different than the never-ending demand of a ticket machine (see The Bear, season 1, ep 7), they require an ability to listen, prioritize, strategize, plan ahead and, of course, take a deep breath and have confidence and trust in you and your teams’ abilities to best support your client.

Wearing Many Hats

Multi-tasking is not a nice-to-have skill in a kitchen; it’s a must. There may be days when two people have to be the line cooks, dishwashers, expeditors and food runners.

Public relations professionals must also master the art of multi-tasking. A public relations professional, especially in the agency environment, must have a finger on the pulse of various industries while also managing client work, maintaining relationships with clients and media, fostering new business, writing content, coordinating interviews and more. Like chefs, most public relations professionals thrive on a fast-moving pace.

Finding Joy in the Presentation

A good chef can prepare a simple dish and elevate it to a remarkable meal. A good chef takes pride in their creations and finds joy and inspiration in seeing people enjoy them.

In public relations, we also take great pride in what we present to our clients – the call back from the Wall Street Journal, the resulting placements from thoughtful pitching, increased share of voice, etc. Our goal in public relations is to highlight the expertise of our clients and find the best places to do so. We strive to get our clients in front of the audiences that are valuable to them and enjoy that same thrill as the chef in seeing their satisfaction in the end. Much like a kitchen, public relations requires you to manage various ups and downs. And when it all comes together, it is incredibly gratifying.

The shift from kitchens to public relations to some may seem like an odd transition, but what you learn in a kitchen is all about communication, balance, productivity, management and doing your best to please the customer. These are invaluable skills that can transfer to any industry. They certainly have in mine.

Protect Your Investment: Know What to Ask When You are Hiring a Public Relations Agency

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Throughout my 20 years in public relations, I – and my colleagues – have found ourselves frequently playing clean-up after another public relations agency has failed to deliver what was promised to a client.

When I talk with organizations that have worked with PR agencies in the past, typically six out of 10 tell me the relationship ended badly. The reasons tend to fall into a few familiar categories:

  • Poor communication between the agency and the client
  • Frequent agency staff turnover
  • Meeting senior agency leaders at the pitch meeting, but only interacting with less-experienced agency personnel after the contracts are signed
  • Lack of alignment either on strategy, content, writing quality, values and personalities

Like any professional or personal relationship, there is likely a bit of blame to be had on both sides when an investment by both parties in achieving a successful public relations partnership fails.

However, in my experience, often these agency hiring misfires could have been avoided if the right questions had been asked in the agency screening process. Understanding who you are hiring and establishing shared expectations from the start can help ensure the relationship starts off as strongly as possible. To do so, there are five key questions I recommend asking your potential public relations agency during the screening process, including:

  1. What distinguishes your agency from your competition?
  2. Will you include former clients in your list of references that we can contact?
  3. Who will serve as the account manager, and can we meet him or her before signing the agreement?
  4. If the plan you create for us isn’t working out, what is your pivot strategy to ensure success?
  5. Please describe your ideal working relationship with clients so we can level-set expectations both from our perspective and among the agency team.

Additional questions you should consider asking any public relations agency you might be looking to hire should include:

  • What kind of response time can I expect from your team to my emails, texts or phone calls?
  • If the account manager isn’t a member of senior leadership, what role will leadership play in the development and execution of our public relations plan?
  • What is your process for learning about our organization, and how long should we expect that process to take?
  • How will you help us prepare for any media interviews you might secure on our behalf?
  • Can we see samples of your writing relevant to our industry or organization type?
  • What kind of time commitment should we expect to make to ensure our work with the agency is a success?
  • Please describe the frequency and type of ongoing communication you expect to have with our organization throughout the engagement.

Asking the right questions will help you get a better sense of the agency you are potentially hiring as well as how they intend to engage with you.

Too many business and nonprofit leaders ask questions of public relations agencies that either cannot be answered in the initial pitch meeting or demonstrate a lack of understanding of how public relations works. In our next blog, we’ll cover questions you shouldn’t ask in these initial meetings if you want to be taken seriously while also making the most of the time you do have to evaluate if the agency at the table or on a video call is a good fit.

Remember, public relations is more than an investment of money. It’s one of time, effort and trust. Knowing what to ask will help ensure those you ultimately hire are worthy of that investment.