Author Archives: Cassidy Taylor

Attracting the Leaf Peepers: Tapping into PR to Leverage a Seasonal Rush

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In today’s modern world driven by the 24-hour news cycle, social media buzz and influencers, organizations are constantly seeking ways to stand out and attract their target audiences. One powerful tool at their disposal is public relations (PR). However, PR is not just about creating buzz; it’s about utilizing an organization’s existing assets to build a stronger connection with its audiences and playing to your busy season.

This fall, we’ll look at fall foliage capital New England, its tourism bureaus, businesses and nonprofits. New England, with its historical sites and natural beauty, has learned to take advantage of its “it” season, autumn, to attract visitors and boost the region’s economy.

Leaves and Legacy

Renowned for its picturesque autumn foliage, New England attracts tourists and outdoor enthusiasts from around the world, aptly dubbed “leaf peepers,” by locals. Tourists chase the vibrant views up the coastline, swarming the northern states of Vermont, New Hampshire, Massachusetts, Rhode Island, Connecticut and Maine for a chance to snap a picture of the seasons changing. As they flood the northern states, opportunity awaits local businesses and nonprofits as they vie for the attention of paying customers to shop at local boutiques, stay in local hotels and dine in the region’s countless restaurants.

Some sites, such as Plymouth Rock, the Mark Twain House, the Paul Revere House and more draw millions of visitors year-round. Massachusetts and New England tourism groups leverage this reality each year to entice visitors to the area. For instance, one organization, Historic New England, is utilizing tourists’ interest in history to expand their profile. Through local news stories, the group is promoting its growing collection of some 125,000 historical objects in a sprawling cultural center around its headquarters in Haverhill, Massachusetts in the hopes that visitors will take advantage of the opportunity to see so much history in one spot.

Historic New England is not the only group utilizing PR and interest from tourists to boost their profile. Salem, Massachusetts, perhaps best known for its 1692 witch trials, is known to draw upwards of 1 million visitors each October. The town does not miss out on the opportunity to boast about their offerings. Every October, town leaders and their communications teams work to ensure they are included on lists featuring top spots to visit while leaf peeping in New England

Whether year round or seasonal, the historical destinations of New England have leaned into their natural appeal and the power of communications to make the most of their “most wonderful time of the year.”

Raking in the Customers

For those looking to leverage communication to make the most of their selling season, a good public relations strategy can complement promotional efforts to elevate your brand before this captive audience. Consider these tips:

  • Step up your social media efforts: A robust social media presence is critical to amplify your message during your “it” season. Business owners should ensure social channels are prominently promoted and accessible through their websites as well. By leaning into the inherent assets of the organization – a colorful personality in leadership, convenient or scenic location, practical benefits of their products or services – organizations can create a genuine connection with followers and build a reliable customer base beyond what existed before.
  • Get to know local media: Reaching out to local media when there is news that is of interest to the public is always a smart move. Businesses and non-profits must be careful, however, to avoid blatant self-promotional outreach to journalists. Offering sales or other obviously self-promoting information to the news media can have the opposite intended effect, damaging the organization’s reputation in the media and potentially black-listing it from future coverage.
  • Think outside of the box: Consider expanding your audience while the time is right. For example, while New England business’ primary consumers this fall may be folks on leisure excursions, tourism hot spots and hotels may want to consider reaching out to business and meeting publications to share the message of New England as a corporate travel destination if appropriate. Also, while traditional PR can be a powerful tool in cultivating an unbiased image of your destination or business, marketing promotions and sponsored content can complement those efforts helping business owners to capture an even larger audience.

In a world where organizations vie for attention and consumer loyalty, New England’s approach to soaking up the fall season serves as a powerful example. Know your organization’s time to shine and be ready to make the most of it with the right communication tools.

From Love Story to Bad Blood: The Pros and Cons of Influencer Campaigns in Public Relations

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Influencer marketing can be a powerful tool for brands and public relations professionals looking to boost their reach and credibility. According to Influencer Marketing Hub, the influencer industry is set to grow to approximately $21.1 billion in 2023. However, despite many success stories, there are downsides. For example, according to Truelist, 63% of marketers and brands have been victims of influencer fraud. In addition, fake followers remain a top concern for 50% of marketers.

Perhaps no one understands the Jump Then Fall of the influencer world better than Taylor Swift. With more than 250 million followers on Instagram and more than 90 million followers on X (formerly Twitter), Swift can surely add the title “influencer” to her long list of accolades. Her recent relationship with Kansas City Chiefs’ Tight End, Travis Kelce, and her subsequent ties to the team serves as an outstanding example of both the pros and cons of utilizing influencers.

The Power of Influencer Campaigns

Influencer campaigns can be a dynamic component of public relations strategies, extending a brand’s message to a wider audience and enhancing credibility through association. While there is currently no formal influencer relationship between Swift and the Chiefs outside of her romantic relationship with Kelce, the team and the National Football League (NFL) are benefitting from the Invisible String that ties them together.

Wide Audience Reach: Swift’s immense popularity and influential status make her an ideal choice for brands looking to reach a diverse and massive audience. For instance, since her first appearance at a Chief’s game there has been a nearly 400% increase in Travis Kelce jersey sales. Brands who partner with certain influencers that connect with their audience and have a wide reach are sure to see similar results in their bottom line.

Authenticity and Trust: One of the primary reasons influencer marketing works is because it leverages the trust influencers have built with their followers. According to Marketing Dive, 69% of consumers trust influencers, then friends and then family before information from a brand.

Targeted Marketing: Since the first rumors of their relationship were released, interest in Travis Kelce has gone up by 25% and his favorability has gone up by 10%. Based on the many social media posts, a large portion of Kelce’s new fans are “Swifties,” otherwise known as Swift’s biggest fans. This is significant for both the Chiefs and for Kelce’s sponsors as 45% of these individuals are millennials and 52% are female. This is in contrast to the NFL’s typical fan, as 70% of the NFL’s fanbase is male and 65% are aged 25-39.

The Challenges of Influencer Campaigns

Despite the undeniable advantages, influencer campaigns come with challenges. Swift’s history with both the media and the public showcase just how quickly the tides can change.

High Costs: Hiring a superstar such as Swift, or even someone on a much smaller scale can be costly. While the average cost to hire a nano-influencer (1,000-10,000 followers) is only $10 to $100 per post, that cost can soar to $5,000 to $10,000 per post for macro-influencers (500,000-1 million followers), and organizations are paying the cost. In fact, 23% of respondents to Influencer Marketing Hub’s survey stated they plan to spend more than 40% of their budget on influencers this year, potentially taking vital resources away from other marketing efforts.

Loss of Control: When collaborating with influencers, brands must relinquish some control over their messaging. This can be risky if an influencer’s actions or statements do not align with the brand’s values or objectives.

Saturation and Authenticity Concerns: In the case of Swift’s relationship with Kelce and the NFL, many fans appear irritated, saying the NFL and the Chiefs are going overboard with mentions of Swift. Kelce seems to agree, saying, “They’re overdoing it a little bit, especially my situation.”

Influencer campaigns are valuable tools, offering a range of benefits such as broad reach, authenticity and targeted marketing. Nevertheless, they come with challenges like high costs, loss of control and concerns about authenticity. By carefully weighing the pros and cons and tailoring influencer campaigns to fit specific needs and circumstances, PR professionals and brands can leverage this powerful tool to enhance their public image and reach new audiences.

Lifting the Veil: Parallels Between Building a PR Strategy and Planning a Wedding

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Many say that planning a wedding is akin to having a full-time job. This is a reality I learned planning my own wedding. I got married this past July.

As I was wrapping up work in preparation for the wedding, I was struck by the similarities between planning a wedding and preparing a public relations strategy. While one focuses on florals and outfit coordination and the other on messaging tactics, media placements and KPIs, both are tied to reality by timelines, budgets, audience expectations and the seasoned professionals who know the marketplace.

Defining Your Happily Ever After

When planning any program, strategy or event, it is important to have a vision of what your end outcome will be. For example, most marriers aim to have a beautiful wedding, where all guests enjoy themselves and the couple has a long and harmonious happily ever after.

To position their wedding for success, couples often identify a theme. Some aspire to have a grand, black-tie gala while others want a more laid back, yet festive beach affair. Personally, I planned for a casual, yet sophisticated garden party.

When launching a public relations campaign, the strategy can be similar. Consider what your business ultimately wants to gain from this strategy. Similar to the couple-to-be’s goal of happy guests, your goal may be to have a roster of eager prospects. Or you may be looking to bring more awareness to your company, introduce a new product or line of business or change the way your organization’s reputation is perceived. Each goal requires a different approach, making it important to select and focus on one before the work begins.

Engaging the Right Partners

Once your vision has been clearly defined and you have a better understanding of what is needed to accomplish your goal, look for the tools and resources that will help you succeed.

In the wedding world, little can be accomplished without the support of key specialists. The venue, caterer, photographer, florist and DJ will all come together to create your vision of the perfect day.

Putting together and successfully implementing a public relations strategy does not and should not have to be a one-person job. Consider seeking out a partner with expertise to meet your needs. Just as the wedding vendors can connect you with recommended business partners who they know and trust, PR professionals can connect you with media that will reach your target audience. In the case of my wedding, my vendors all came highly recommended by my venue, meaning they knew exactly what equipment to come prepared with and had worked together before, helping the day go off without a hitch.

There are a multitude of resources to help accomplish your public relations goals. A full-service public relations agency can help you throughout the entire process, from defining your goals and audience to setting tactics, implementing a plan and measuring success.

Additionally, the right partners will be flexible. A good wedding vendor will do what they can to meet your changing needs. For instance, my photographer’s original quote was out of budget, but they worked with us and added in the extra benefit of an engagement shoot for free. Similarly, when my venue told me the ice cream truck I had my heart set on was unavailable, they were able to lean into their relationships to source a different one.

Similarly, a good media team will also know how to pivot to best meet your needs. They will recognize when a change in approach or messaging is needed to adjust to breaking news or current trends.

Catering to Your Audience

While a wedding is ultimately put together to celebrate the couple, it is important to take the rest of the guests into consideration. Certain accommodations are arranged with guests in mind, such as transportation, lodging and the menu. For instance, my guests who were vegetarian or vegan were provided with separate meals.

Similarly, your PR strategy must cater to your audience. Just like a steak dinner won’t work for a mostly vegan guest list, a trendy influencer partnership on TikTok is unlikely to help an insurance organization meet their goal of reaching more brokers and agents. When building a public relations strategy, it is critical to identify your audience and understand what they are reading and viewing.

Taking an audience-first approach will help ensure the vision you are trying to achieve will have the intended effect on the right people whether it’s a ballroom full of happy, stuffed, dancing wedding guests or a list of prospective clients now interested in inquiring about your products and services.

While seemingly worlds apart, wedding and public relations planning share similarities. Building a rock-solid foundation with a clear vision, the right partners and an audience-first approach will make ironing out the details, whether they be dress fittings and menu selections or pitching and coordinating media interviews more successful in the long run.