Author Archives: eileencoyne

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.

Earth Month: Communicating on Your Brand’s Social and Environmental Positions

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To mark the 53rd annual Earth Day, we are looking at and sharing trends and best practices in communications related to corporate environmental, social and governance (ESG) initiatives or stances. As we all know, ESG has become a buzzword with investors, customers and employees all taking a new interest in the environmental and social impacts of the brands with which they invest, shop or work.

Although leadership may recognize the environmental, social and business value of such initiatives, they might not understand the value of sharing relevant and timely messaging related to their progress. However, how a company communicates or doesn’t share its ESG initiatives or strategies plays a key role in the success of those initiatives, as well as in enhancing or diminishing the reputation of the company.

Starting with the basics, ESG initiatives are those that address corporate responsibility goals including those that impact:

  • The Environment: Initiatives aim to improve climate, reduce waste and carbon footprint.
  • Social issues: Initiatives strive to secure or improve human rights, enhance health and safety, diversity, equity and inclusion.
  • Governance: Initiatives aim to ensure ethical action, transparent reporting and board diversity, as well as fair compensation.

The Value in Communicating

Today, investors, customers, employees, regulators and others want to know how company leadership are managing the company’s resources, how they are working to reduce the company’s carbon footprint, how the company contributes to keeping the global supply chain intact, as well as how company initiatives support employee culture, mental health, wellness and professional growth. They want to know that leadership has examined the company’s environmental and social impacts and are moving forward with initiatives to lessen the company’s negative impact and enhance its positive impact.

Research demonstrates that if leadership can commit to ESG efforts, their teams will be happier, more productive and well-positioned to fuel innovation and the company’s future success. In fact, in a recent survey from the Society for Human Resource Management, 75% of respondents said ESG initiatives have a positive impact on employee engagement. Further, for companies with ESG strategies in place, 60% of respondents said the initiatives had a positive impact on retention and 64% saw a positive impact on recruitment. Finally, 86% of those working for companies with ESG strategies said those goals give them a sense of pride in working for their employer and translate to a more meaningful work experience.  

We know ESG has value and that many in leadership view it as a business imperative. However, ensuring the success of ESG initiatives requires a communications plan to accompany any ESG endeavor. A well-considered communication plan to help raise awareness around a company’s ESG goals, initiatives and progress will help the company convey its values.

Tips for Communicating ESG Initiatives and Progress

A public relations campaign will raise awareness around actions of your company toward social responsibility. But what is the best way to communicate ESG initiatives, particularly when society is taking a critical eye to ESG messaging, looking for evidence of greenwashing or corporate claims that can’t be substantiated?

Consider these best practices:

  • Establish a Quantifiable ESG Strategy: Understand what your company can do to make a positive impact on society or the environment in a quantifiable way. Set quantifiable goals, track results, demonstrate commitment from the top and report progress. Provide data to verify your results and avoid the appearance of greenwashing.
  • Find the Human Side: Where possible, pair this information with human impact stories. Demonstrate how the actions of your company made a difference.
  • Include Many Voices: Management cannot dictate ESG. Incorporating the voices and perspectives of a broad cross-section of the business who are committed to and aligned with the organization’s ESG goals and progress is key. This not only maintains accountability but also provides a range of voices and platforms to tell the organization’s ESG stories.
  • Shout it from the Rooftops – Artfully and Strategically: Explore and use a variety of public relations tactics from press releases to thought leadership and social media to find the best way to connect what your company is doing with your audience. Connect with PR experts who know the space and can demonstrate a record of proven results.
  • Be Consistent: Once you commit to an ESG strategy, it must remain as sacrosanct as the organization’s mission. This includes how you communicate around ESG. That consistency reassures a sometimes-skeptical audience that your organization is serious, committed and transparent in all its ESG undertakings.

Leaders who want to get ahead are employing or exploring ESG initiatives. That’s smart, but investors, customers, employees and more will lose confidence in their abilities to hold true to their commitments absent news on their progress. A good communication plan must be part of the process to ensure momentum that will allow the company to make a real impact, inspire others and change the future for the better.

Sharing a Little Inspiration this Women’s Empowerment Month  

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Last week I spent International Women’s Day with 200 remarkable women in Philadelphia from the legal, marketing, communications, nonprofit and other fields at the inaugural Follow Friday conference aimed at women’s empowerment. Hosted by my friend and chief marketing officer for Legal Internet Solutions, Inc., Robyn Addis, the conference addressed how to rethink gaining entry, focusing on career advancement, managing work-life issues, overcoming fears and challenges, and most importantly, the value in helping each other succeed.  

Although the occasion was Women’s History Month, now often now referred to as Women’s Empowerment Month, the speakers demonstrated that these are practical, everyday career and work-life integration issues for women in the workplace that go well beyond any one calendar date. These women inspired the audience with their stories — both professional and personal — of perseverance, resilience and hope.  

Kelly Breslin Enache, CMO for Saul Ewing LLP, kicked off the presentations by explaining that while many of us recognize some aspect of imposter syndrome within ourselves, we have to tap into our professional courage to move forward and succeed. She referenced Tracy Brower, PhD, who recognized that while self-doubt is common in successful women, it is not standing in the way of their success. Women with professional courage choose to move forward despite feelings of self-doubt, fear or readiness. “Courage is when conscience, fear and action come together. It is grit, optimism, perseverance and determination,” Brower said.  

I believe we have to say good-bye to the plague of imposter syndrome and usher in a new era of success for women grounded in professional courage.  

Many women are fighting personal “gremlins,” Elise Holztman, president and founder of The Lawyer’s Edge, told attendees. Not just the gremlins that make us feel we don’t belong at the table or deserving of the professional title we hold, but those that put a wrench into our plans like health crises, family struggles and other personal issues. Some women suggested we give these gremlins a name — and shared the names they put to their gremlins. You would never guess looking at these accomplished women, the multitude of external pressures taking aim to derail their best laid plans of professional progress. But they shared how tapping into the power of each other can help to tackle the challenges before them. They reminded us to create our own personal board of directors to call on for advice, insight and support. 

Speaker Beth Mirzai, a professional opera soprano, addressed the power of using your voice with confidence. She noted how critical it is for women in the workplace to remember that no one is actively rooting against us. We all have advocates cheering for our success. One woman in the room reminded us, to some laughter from crowd, that this is not always the case in the legal profession. That may be true, but overall, I agree we generally want one another to succeed. Particularly, as women, we have to be a force of support for each other.  

During a break-out “fishbowl” session, one woman after another joined the table to share their professional experiences, accomplishments and struggles. Their words made me consider my own occasional feelings of self-doubt as well as family health issues I’ve struggled with that can tighten their grasp when we least expect it with no regard for our professional aspirations.  

I’m fortunate to say I’ve experienced tremendous support from Kimball Hughes Public Relations. Company leaders and colleagues have supported my professional growth and career development as a female leader whether it’s a client win or crisis, a call from the school office, health issues or  the little things in life that challenge us all. In fact, when my son was hospitalized a few years ago I was fearful of missing too much work and asking others to carry my workload. I tried to step down but I was told that was out of the question. Whatever time I needed I could have; I was assured my job would be waiting for me when I was ready because family comes first. A few months later, the agency took on the small nonprofit championing my son’s rare disease – The MOG Project – as a pro-bono client. We supported them with a public relations campaign to bring attention to this orphan disease I had come to know too well.  

Yes, our jobs are important. We all strive to do our best, but family is critical because if you can’t do the important work at home, the professional work becomes exponentially harder. The women at this conference reminded me of this fact. We are all working to succeed in our roles as female professionals, as parents, as spouses, as valued members of our communities and more. By inspiring and supporting one another, we can build each other up and enjoy our successes and those of others while managing what life throws our way. We can be better leaders, better mothers, better members of our community, mentors and role models for future generations by showing professional courage, using our voice, boosting each other up and remembering we are all rooting for each other.  

Insurance, insights, and acrobats: RIMS 2017

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The annual RIMS conference is always a worthwhile annual reunion for the insurance industry. It’s an enormous event that gathers carriers, brokers, and tech companies to network and (dare I say) have a good bit of fun! For those who’ve been, they know: the RIMS parties are something else. This year’s event at the Pennsylvania Convention Center here in Philadelphia treated attendees to acrobats in the main atrium, a champagne fairy, a Billy Idol concert and remarks from Michael J. Fox.

But the conference isn’t short on substance, either. There were valuable educational sessions, tasty meals and inspiring speakers. It also gathers the insurance and business media to meet in one place. From a public relations perspective, that is an incredible opportunity. It is the time to connect key reporters and industry thought leaders to engage in constructive conversations about risk and insurance.

We used the opportunity to say “hi” to old friends on the media side and introduce them to clients as future resources. We also facilitated some on-site interviews to make sure our clients got in front of the RIMS audience – a key group for anyone looking to get their message across to broker, carriers, and more.

In the case of one of our attending clients Pennsylvania Lumbermens Mutual Insurance, we also got the opportunity to see things from the exhibitor perspective as we captured social media content for them. Check out this video of a critical loss control tool they are using with their customers demonstrated at their exhibit booth.

Social media was a key component of the conference, down to the #RIMS2017 hashtag displayed boldly in giant letters in the entrance to the convention center. Screens throughout the convention center compiled tweets with the hashtag, and people were quick to pose for photos as the “I” in RIMS (like we did).

Sam_Eileen at RIMS2017_2

The RIMS conference may be primarily an education and networking opportunity for the insurance pros involved, but for us insurance PR pros, these opportunities to connect with reporters and create social media content were just as important. Thanks to the RIMS organization for a valuable conference. See you in San Antonio!