Tag Archives: Public Relations

The Press Release: “In” or “Out” in 2024?

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As a journalism major in college, I studied the inverted pyramid. It states that the most important details permeate the widest part of the pyramid, supporting details follow in the middle and supplemental information completes the tip of the upside-down pyramid. As a public relations professional, I know a well-written press release should follow a similar format — but I also know no press release, no matter how well written, should stand on its own.

So, what’s the scoop on press releases for 2024? Those that follow the inverted pyramid format as part of a strategic public relations campaign are still very much “in,” but, if released in a vacuum or poorly written, the press release is most definitely “out.”

This should not come as a surprise in 2024. The demise of the press release has been predicted, incorrectly, for years. Once a powerful, singular tool in the world of PR, the press release has become simply one of countless tools available to the profession. Deployed strategically and creatively, a well-written press release can still help to raise brand awareness.

The Press Release Myth

For many, the idea of public relations often begins and ends with a press release. It’s not that simple anymore. Most reporters receive hundreds of press releases daily and could easily overlook yours even if you pay big bucks to have the best-known PR agency around draft and distribute it.

The truth is you need a continuous effort with the media to build credibility and a reputation as a valued resource among reporters and your audience at large. Journalists are in the business of reporting on news and taking deep dives into important trends; not promoting your company. To select you or your organization as a credible source, first journalists need to know your name. Secondly, they need to know you aren’t merely going to try to promote your product or service. The way journalists come to know these things is through continuous, relevant and topical outreach on subjects they cover and care about. This is the primary reason most PR professionals advise clients not to treat PR like a spigot, turning it off and on at will.

To accomplish all of this, you may use a press release here and there. But it should never be your default tactic, and it should only be used if you have genuine news or insight to announce. Instead, consider the press release as one useful tool in a communication strategy.

Maximizing the Press Release

So, how can a business owner get the most from a press release?

Press releases can offer value when announcing a business launch, new product, merger or acquisition, personnel change, etc. It should be relevant to the audiences you hope to reach and tell the reader the facts of what is happening with your business and leave the promotional language for the marketing and advertising folks. If the goal is establishing credibility among your audience, any hint of self-promotion will steer journalists — and increasingly more savvy news consumers — in the other direction.

Ultimately, business owners should not expect a press release alone to garner media attention. You need a broader campaign where reporters and other key audiences are receiving a steady stream of content on your brand whether through pitches to the media related to industry trends or current events, through content on company blogs, the company website or social media posts. Only with consistency will you build credibility and confidence in your leaders and your brand. Consider consulting with a PR agency to understand what approach might be best for your brand.

Best Practices

When a press release is determined to be a useful component of a broader communications strategy, it must be well-written to demonstrate that credibility. By taking care in your messaging and presentation, you are conveying that you take care in your product or service.

Consider these tips in drafting a good press release:

  • Think like a journalist — keep the inverted pyramid in mind, stick to the facts, and avoid promotion.
  • Announce your “news” up top.
  • Try to find a news hook or element of timeliness.
  • Keep the copy clean and tight.
  • Craft a compelling headline that sums up your news.
  • Consider partnering with a PR agency with former journalists on staff.

Issuing a press release as part of a comprehensive PR strategy can have several benefits including:

  • Boosting company search engine optimization, particularly if the release is picked up by multiple media outlets.
  • Serving as good introductory or reference material for reporters.
  • Providing useful fodder for marketing and other owned content sources.
  • Helping to build credibility and name recognition with a steady drumbeat of newsworthy and relevant releases, combined with other PR initiatives.

While the media landscape continues to change, the press release remains “in” and will continue to be a useful tool — for now. However, business owners should understand a press release, on its own, does not guarantee media coverage. When written well and thoughtfully distributed, it can be an effective component of a comprehensive PR strategy that can build brand trust and elevate your company in the eyes of reporters and customers.

Reflections on a Day of Service: The Value in Communicating the Good You Do

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We have all heard charitable giving and volunteerism are good for the community and good for business. Although our central purpose in giving back is hopefully to produce better outcomes for others, wildlife, the environment or countless worthy causes, that business benefit should not be overlooked.

After taking part in this year’s Martin Luther King Jr. Day of Service, we thought we would explore the benefits – beyond the self-satisfaction found in helping others – available to companies that give back through kindness.

These are benefits that can inspire and encourage others to get involved and feel a part of something, while also enhancing the company’s reputation and, potentially, its bottom line.

More specifically, spreading the word, in the right way, of a company’s philanthropic initiatives can:

  • Enhance company culture. Today’s employees want to know they are working for companies that care and take action toward social responsibility. They want to see the company’s principles and support for employees, the community and the environment communicated. It can engender them a sense of pride toward their employer. Further, providing employees with time to volunteer with their team can promote comradery and build a corporate culture where employees feel more fulfilled, challenged and want to stay and grow.
  • Assist in recruiting top talent. Millennials and Gen Z want to give back in meaningful ways and they are increasingly looking to employers to not only support, but enable, these social good contributions. They are looking to join companies that provide opportunities to volunteer, to take part in fundraising initiatives and to support the causes that matter to them.
  • Raise awareness of your company among your target audience. It is not only employees who are interested in socially minded employers; customers want to patronize companies that support causes important to them.

By sharing news and updates of charitable donations and volunteering efforts via articles, photos and videos shared via eblasts, social media channels and newsletters, leadership can ensure prospective and existing customers, job candidates, and current employees see their commitment to giving back and realize this is an organization worthy of their time, attention and money. To help ensure this, consider these best practices for communicating charitable endeavors on social media:

  • Craft your post with care for clarity, tone and importantly, brevity, as well as spelling and grammar.
  • Include photos and short video clips where possible.
  • Tag the nonprofits you supported. They may repost to their networks.
  • Call out employees where appropriate for their volunteer efforts and tag them on posts.
  • Encourage employees to like and share on their social media channels as well.

Finally, a good public relations partner can define a clear strategy communicating the social good works of the company and its employees. Having a strategy is important, not only for promotional purposes, but also to ensure you and your employees communicate thoughtfully, consistently and respectfully while focusing on the best channels and language to best support the efforts of the company and its employees. Not every fundraising initiative is worthy of a press release. Again, a PR professional can help you determine the best communications channel for sharing messaging.

For our part, team members at Kimball Hughes PR had an amazing time volunteering in their local communities on MLK Day. They organized dog and cat food at the Connecticut Humane Society, made cards for veterans with the Lexington Day of Service and packaged emergency relief and disaster kits with Jersey Cares for victims of recent storms and natural disasters. At Kimball Hughes PR, we encourage a culture of giving back by providing paid time off to volunteer for MLK Day as well as during the Insurance Industry Charitable Foundation’s Week of Giving. We seek team input on all company charitable initiatives, whether through our pro bono client work or our annual charitable gift made to a nonprofit cause important to our team on behalf of our clients.

From paid-time-off to volunteer to matching employee charitable donations, organizational leaders should not only be sure to create opportunities to give back, but also to communicate their efforts and those of their employees. While not every charitable effort is newsworthy, a photo on social media of an employee helping to clean a beach or assist in a food kitchen can go a long way in advancing your reputation as a company that cares and one that is worth the investment and support of employees, customers and others.

What’s In (and Out) in Public Relations for 2024

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Many of us appreciate starting the new calendar year with a clean slate and some helpful insights to make us more successful. Knowing what has changed and how to better navigate the world in our personal and professional lives certainly helps. And as is the trend at the start of each year in fashion, business and elsewhere, I wanted to share my perspective on what is in, and what is out, in terms of approaches to communication strategies in 2024:

Artificial Intelligence (AI)

IN: Greater scrutiny of artificial intelligence (AI) and Generative AI.

If 2022 showed us what was possible with the birth of ChatGPT, 2023 showed us what was practical as litigation surrounding AI flourished, as noted in a Dec. 14, 2023 blog post by the law firm of Perkins Coie. Going forward, AI in strategic communications will be a resource, not a revolution, leading those who fail to recognize this shift into a world of trouble.

OUT: The idea of replacing communications professionals with AI — at least for now. Experimentation has shown us AI has yet to mature to the point where anything but mundane copy automation is possible. Even there, the risks of error, inaccuracy and legal jeopardy abound with AI in a lead content role.

Social Media

IN: LinkedIn as a force multiplier for your communications strategy.

For both for- and nonprofit organizations, LinkedIn has demonstrated that tailored, personal and insightful content is exactly what professionals are seeking. We are all looking to grow professionally, and LinkedIn has become the gold standard in social media for real-world advice, tips and lessons learned. The platform has also rolled out many tools with low entry barriers for organizations to use to support their communications goals.

OUT: X, formerly known as Twitter, for anything of practical use by businesses or nonprofits.

The platform has been on a downward slide in terms of relevance for years. With a fast-shrinking number of quality controls, advertisers and actual users, it will continue a steady slide into irrelevance barring a major turnaround which seems unlikely at the dawn of 2024.

Media Relations

IN: Continued consolidation and evolution in the media space.

The very definition of media outlet remains in flux as news publishers explore new platforms and models, while journalists themselves go entrepreneurial with newsletters, podcasts and streaming services.

OUT: Asking the question, “Who do you know at [media outlet name]?”

While media relations was once a field that relied on relationships to get a foot in the door, today’s journalists are driven by what stories grab eyeballs, regardless of who is pitching it. It is no longer (and, frankly, it has not been for a long while) who you know, but rather the quality of the story to be told and the PR professionals who best understand how to share that story with key journalists and/or outlets.

Messaging

IN: The continued march of pithy messaging to best engage and inform B2B and B2C consumers.

With millennials and Gen Z now in the majority of consumers and increasingly moving into management and entrepreneurial roles, organizations will need to appeal to these audiences by conveying brand personalities that showcase authenticity. Taking an infotainment approach — the combination of information and entertainment, even humor — has proved popular and impactful with these cohorts. However, great care must be taken to avoid unforced errors like the failed 2023 Snoop Dogg/Solo Stove marketing campaign.

OUT: Messaging that even hints at self-promotion.

From the journalists themselves to the feedback of their readers, the jury has come in and stakeholders are tired of being forced to endure a brand’s value proposition or product/service pitches disguised as news. Brands will need to find something relevant to say about the issues, trends and news impacting their audiences that does not center on what they can do or sell. This approach will be critical if they want to continue to maintain relevance with those audiences and the journalists who help them reach those audiences.

Content

IN: Succinct video messaging.

Consumers, as well as the media, are time starved. While video has helped drive increased engagement, the trend continues to move toward ever more brief videos whether it is explaining a concept, pitching a reporter or persuading audiences. Brands should be creating their own video library of short-form content on key topics and issues of greatest importance to their target audiences.

OUT: Long form owned content.

The 60-second video is dead; long live the 30-second video. Smart brands will continue to move away from long-form content on their owned channels (i.e., websites, social media, newsletters, etc.) and take advantage of low- and no-cost video and editing tools, as well as developing strategies to create and provide aggressively brief content that speaks to important trends and topics.

The pace of technology and information continues to gain speed. Smart brand and organizational leaders will recognize the importance of adapting to the preferences and needs of their target audiences while creating plans that leverage new ways of engaging audiences to ensure they maintain awareness and relevance among those who matter most to them.

Kimball Hughes Public Relations 12 Days of Public Relations

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Thank you for following along with Kimball Hughes Public Relation’s 12 Days of PR. We hope you have found value from our thinking on how and why public relations can help for- and non-profit organizations. Please enjoy and feel free to use all 12 insights throughout the year. Have a safe and happy holiday season!

On the 1st day of our engagement, my new client gave to me…

A request to raise awareness around their brand. Public relations empowers clients to share compelling stories in ways that build their credibility, while transforming them into go-to resources for their specialties. It starts with a comprehensive media plan. After gaining an understanding of their goals, target audiences and key messages, we craft a thoughtful plan chock-full of tactics – that get results – leveraging media relations, thought leadership, speaking opportunities and more. 

On the 2nd day of our engagement, my new client gave to me…

A one-off press release.  A stand-alone press release will do little to amplify your brand and is usually not worth the investment of time or money. Rather, press releases should be one component of a comprehensive, ongoing media strategy designed to showcase your company’s expertise. A thorough media plan that incorporates newsworthy and thoughtful press release distribution, consistent with your company’s key messages, will help you to propel your brand and position your company for success. 

On the 3rd day of our engagement, my new client gave to me…

A call for more control over their messaging. These days, smart PR incorporates both earned and owned media. In addition to traditional media interviews where a client cannot totally control what ends up on the page, owned media, which leverages blogs, social media, white papers, sponsored content and more, allows clients to share their messages with editorial control. We work with our clients to determine the best approach for them, often incorporating a mix of both mediums for optimal exposure.

On the 4th day of our engagement, my new client gave to me…

A crisis involving negative online reviews. Negative online reviews can quickly escalate dealing a major blow to a business – if not properly addressed. We start with an assessment of the facts. We determine if a response is warranted, and if so what type. We also confirm the review adheres to the host site’s review policies. If appropriate, we’ll quickly draft a tactful response to deter further discord or advise clients how to petition for the review’s removal ­– helping them keep their reputations intact.

On the 5th day of our engagement, my new client gave to me…

A CEO who had never spoken to the media. Getting in front of the camera or interviewing with a reporter can be challenging. Proper preparation is key, incorporating these three rules: Don’t lie, don’t guess and don’t assume. Liars get caught, guessers make mistakes, and those who assume get caught off guard. We work with our clients to provide interactive media training, including live interview scenarios conducted by our team former journalists, to ensure your spokesperson is interview-ready. 

On the 6th day of our engagement, my new client gave to me…

A question on how we measure PR. When investing in PR, a common question is – how do you measure success? First we establish clear, obtainable goals that will drive PR efforts and work to achieve them. We measure for unique monthly visitors to the host site, share of voice, tone, reach and more. One of our favorite ways to measure PR success, however, is through the client’s new business wins after the prospect has read about them in earned media we coordinated.

On the 7th day of our engagement, my new client gave to me…

A request to grab headlines like their competitors. When prospects express frustration with their competitors dominating news headlines, we conduct a competitive media analysis to benchmark coverage and develop a roadmap to success. That success requires a campaign with consistent thoughtful outreach. We tailor our campaigns to best position our clients as reliable, informed and go-to media sources focused on issues, not self-promotion. This approach has yielded remarkable results for our clients, growing share of voice among their competitors by more than 70% in mere months.

On the 8th day of our engagement, my new client gave to me…

A question asking what media outlets are best for them. Choosing the right media target starts with understanding of the client’s audiences, preferences and goals. Are they looking to target C-suite executives, a geographic segment or specific community? Will they be comfortable being interviewed or do they have a wealth of expertise better suited for opinion or thought leadership contributed articles? Once we understand target audiences, the client’s style and how they define PR success, we dive into our deep database to identify the media outlets that will most effectively and efficiently reach their target audiences. 

On the 9th day of our engagement, my new client gave to me…

SMEs with valuable content to share. Thought leadership or contributed content can be invaluable, not only to establish yourself as an industry expert and go-to resource for the media, but to raise the profile of your business. We work with subject matter experts (SMEs) to determine topics in line with industry trends matching their interests and expertise. In partnership with the SME, we develop a nonpromotional article sharing genuine insight relevant to the focus of that audience – with key messaging strategically interspersed. In authoring thought leadership published by a leading industry trade, our clients have seen their SME’s profiles grow exponentially along with their brand recognition. 

On the 10th day of our engagement, my new client gave to me…

A request for coverage in a specific media outlet. Prospective clients often ask if we can get them in the Wall Street Journal. This can be possible with an ongoing, concerted effort along with the right story to tell. A successful PR program requires a sustained strategy to build credibility highlighting the client’s expertise. Media value insights that go beyond products or promotion and speak to bigger industry issues or trends. Media placements can be achieved through regular, relevant outreach, a stream of trade or regional interviews, contributed content and a thoughtful social media presence. 

On the 11th day of our engagement, my new client gave to me…

A question asking how much PR costs. Engaging with a PR firm is like buying a computer. Some are sleek; recognized name brands, others are smaller and tailored to a specific task. Just like the capabilities and pricing of a new computer may vary, so do those of PR firms. A hefty price tag or brand name doesn’t guarantee the best product or service. Look for a firm that understands your industry, specializes in your specific needs and goals and gets high marks from current and former clients alike. As in all things, you usually get what you pay for.

On the 12th day of our engagement, my new client gave to me…

Their plans to attend an upcoming industry conference. Conference attendance can be a major investment. When done right, it yields a strong return that amplifies your brand’s reputation, creates new connections and sometimes new business. We work with our clients to profit from that investment with media attention. We advise our clients on the events most likely to draw media onsite. Then, we secure introductory meetings and interviews with journalists, and work with clients to prepare them for interviews with media training, if necessary, as well as carefully crafted talking points and more. 

The Lesson of 2023: Messaging Matters More Than Ever

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From the explosive exploration and application of generative AI across society, to bank failures and financial upheaval, inflation and more, 2023 was the year that surprised no one and everyone at the same time while keeping us all wondering what might follow.

This was also a year where proper messaging, or the failure to provide proper messaging, played into the headlines at a level we hadn’t seen since the height of the pandemic.

Introducing:  AI

Across the calendar, 2023 was the year where everyone wanted to talk about technology, specifically artificial intelligence. From an ill-considered public discussion about using AI to advance diversity at Levi’s to the very public spectacle that was the firing and rehiring of Sam Altman at OpenAI — and all manner of speculation of how AI would improve nearly every business — poor messaging drove headlines and cost their brands.

In March, Levi’s announced plans to use AI-generated clothing models to allow customers to see clothes on models who looked more like them. The initiative was met with backlash for failing to include in their messaging the platforms to find the AI models or information on how to customize the models, as well as what the change would mean for human models. The company was forced to issue a follow-up statement clarifying the initiatives and explaining, among other things, that it was not meant to substitute real action on diversity, equity and inclusion at the company.

Of course, the messaging around Sam Altman’s firing and rehiring at OpenAI made our list of messaging gone wrong in 2023. First, the board of directors of OpenAI fired Altman with a public announcement claiming he was “not consistently candid in his communications with the board,” and that the board “had no confidence in his ability to exercise his responsibilities.” After Microsoft swooped in to try to pick up Altman and his colleagues, pressure from employees and investors mounted, prompting OpenAI to post on X that Altman would be returning as CEO.

It seemed not a day passed this year when the public square did not feature a discussion about the digital world. And, regardless of your technological interest or acumen, few can honestly say they were not aware of or participating in the buzz around AI.

Failing Fabulously

Meanwhile, the financial sector was rocked when a few banks formerly ranked as among the 30 largest in the US imploded despite reassurances from business and government officials. In fact, one of the failed banks committed financial suicide due largely to poor messaging. Silicon Valley Bank, in the wake of rising inflation and interest rates, issued a statement in March that made no mention of its financial strength and instead focused exclusively on losses, manifesting an old-fashioned bank run that effectively killed the institution.

Additionally, theories and speculation on inflation and a potential recession offered real-world consequences for the global economy. Notes from a March meeting of the US Federal Reserve didn’t mince the words of Fed economists, noting bank failures were likely to cause “… a mild recession later this year.” This set off a chain of events that saw Silicon Valley leaders like Google, Meta and others publicly trim headcounts while other industries took a long, wait-and-see approach to spending in 2023.

The Value of Words

In short, buzz and speculation that included the active participation of brands and businesses through their messaging not only influenced public perception, but that messaging also drove consumer decision-making.

In a world increasingly attuned and sensitive to business and industry messaging, 2023 offered a bevy of examples too numerous to mention here that reinforce the adage, words matter. One of the key takeaways from this as we look to 2024 and beyond is that minds, as well as markets, can move more dramatically than ever based on how messaging is conceived and delivered. Brands and nonprofits will do well to apply this lesson to their new year planning. And, of course, Kimball Hughes PR is always here to help craft as well as pressure-test the words and content that shape the perceptions of those audience(s) most important to your organization.

A Holiday Message from Kimball Hughes Public Relations

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This month the world will observe 11 faith-centric holidays and several more seasonal observances. For millions, every December offers a buffet of celebrations, time spent with friends and loved ones as well as moments of great delight, remembrance and, in some instances, challenge and struggle.

To our remarkable clients who greet us in partnership and invite us to apply our skills and talents to help navigate the successes and obstacles of their work, we offer our sincere appreciation. We endeavor to bring our best selves and thinking to each engagement, and we hope doing so further contributes to the qualities we believe distinguish our agency from our competitors.

Each day we are fortunate to work with remarkable professionals within the agency who all check their egos at the door and work – genuinely – as a team toward the mutual benefit of our clients, one another and the agency. Rare is the work environment where apprehension is absent, constructive collaboration is abundant and good humor and appreciation is ample and appreciated. This reality exists because each individual on our team chooses to manifest it daily.

Of course, without our families and loved ones, we would lack the emotional, mental, and frankly, the actual physical space to excel at our craft. Thank you is both an inadequate response to all you do to help make our good work viable and joyful, as well as the best and most concise articulation of how important you are to our personal and professional lives. So, thank you.

Whatever holiday you might observe, whether your December is spent in joy or somber remembrance, the team at Kimball Hughes PR wishes you peace, good will and success now, in 2024 and beyond.

KHPR Reflections: Top Moments of 2023

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It’s been an exciting and fast-moving year for the team at Kimball Hughes Public Relations, full of special personal moments, career wins and of course, challenges. As the year rapidly comes to a close, we wanted to take the time to look back and reflect on our favorite moments of 2023. What were some of yours?

Rod Hughes: Perhaps my favorite moment from 2023 – among many – was an April trip to Carmel, California. I’ve been there before, but this trip was special because I played tour guide to my partner, David, who also fell in love with Carmel. After a busy few years focused on growing the agency, this Carmel trip was a needed and welcome respite where so many great memories were made.

Eileen Coyne: In the spring of 2023, my family took the trip of a lifetime. Navigating different languages, subway systems and coffee orders, we enjoyed whirlwind tours of London and Paris, travelled through the Alps, and completed our Griswald-like adventure in Italy.

James McKinsey: After getting married at the end of last year, my wife and I took a honeymoon to Glacier National Park. Seeing the bison and experiencing the mountains were an incredible place to celebrate the beginning of our lives together.

Hari Rajagopalan: This year, I took a trip down to Cancun to wrap up the summer. A nice week at the beach, relaxing and enjoying some beautiful weather and great food was exactly what I needed to recharge.

Cassidy Taylor: My favorite memory from 2023 has quickly become my favorite memory yet. This summer, I married my best friend and partner, Matt, in front of our closest friends and family. We had a beautiful ceremony followed by a memorable celebration with lots of dancing and laughter.

Kate Glaviano: While not just one moment, the best part of 2023 was making time with my friends to travel and spend time together. After years of huge life changes and a few moves to different states, it’s been grounding to reconnect, see new places and laugh hysterically with the people who know me best. 

Liz Rubino: One of my favorite memories from 2023 was when my grandson was born right before my birthday. Seeing his brother and our family enjoying the day was the best gift ever.  

The Right Fit: The Benefits of Partnering with a Boutique PR Agency

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Road Runner always outran Wile E. Coyote. The massive, formidable Death Star was no match for Luke Skywalker’s tiny x-wing fighter. And of course, we all know how David fared against Goliath. In each instance, the little guy triumphed, reminding us that bigger is not always better.

The same holds true when it comes to public relations agencies. Boutique-sized public relations agencies may not boast the large teams and vast service offerings that their larger counterparts do, but when it comes to specialized knowledge, nimbleness, and personal service, selecting the right boutique agency can provide unmatched success.

A Specialized Focus

Often a boutique agency will specialize in select industries where they have expertise. Their team will consist of seasoned employees who have worked within the industry itself or worked for years on accounts for companies in that industry. For example, at Kimball Hughes Public Relations, one of our specialties is insurance. Our team members have worked for numerous insurance clients from a PR agency perspective, have worked in-house for communications teams at insurance companies and even worked as reporters on the insurance beat. Moreover, boutique PR agencies pride themselves on employing experienced professionals to lead accounts; they simply cannot afford to risk their reputations by staffing client work with new or less experienced staff.

A boutique PR agency with a specialty will have knowledge of hot button issues and emerging trends. They will be able to do more than simply promote your brand or your executives, they will have the inside knowledge to be able to position your subject matter experts as thought leaders within the industry. They will know the conferences at which to be seen and secure media interviews that matter to your stakeholders. A specialized PR agency will have strong media contacts within the niche and help to position your leaders as go-to sources for future stories.

A Nimble Approach

Like Jerry the mouse, smaller agencies can be nimble – speedy too, like Road Runner. Without the red tape of a larger agency, a smaller agency can react to news more quickly and prepare a thoughtful response for your team to review and distribute in a timely manner.

A small PR firm will also be a nimble ally in a crisis. In those circumstances and others, you will have direct and prompt access to your agency account manager, someone you know and trust, who understands your organization and your industry who is also ready to help protect your company’s reputation anytime day or night.

That agility also comes in handy when a media strategy is not working. Valuing each and every client relationship as if it were the firm’s only relationship, a smaller agency will constantly be monitoring for results. When those results don’t manifest, they’ll recognize it immediately and pivot to a new strategy.

Personal Service

Finally, when you work with a boutique agency, your daily contact and team are likely to be people you met at the start of your relationship with the agency. The bait and switch is rare with boutique PR agencies. In fact, in many cases, you may know a number of people within the agency and they will know you and be familiar with your company’s needs. Small PR firms work closely with clients and staff to ensure  all team members are in the know so they can quickly spot-fill or act as an extra set of hands when necessary. Further, these folks will make an effort to get to know you and to understand your team’s marketing and communications goals to ensure your team is getting the results your c-suite wants to see.

For smaller PR agencies, clients are truly partners. We value relationships and want to deliver for our clients.  

So, smaller agencies may not wield a multi-story downtown headquarters the size of the Death Star. But they can be a powerful force. Give Kimball Hughes PR a call to talk to us about our specialized expertise, knowledgeable team and proven results.

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.

Q&A with Will Jones, Editor-in-Chief of Independent Agent Magazine

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About Will Jones: Will graduated from Coventry University with a bachelor’s degree in english and journalism in 2010. Before joining the Independent Agent Magazine team in 2017, he gained exposure to the insurance industry while working for an insurance brokerage based in Portland, Oregon, where he currently lives with his wife, two children and border collie.

What motivated you to enter trade media, specifically covering the insurance industry?

Ever since I had my first byline published when I was 15 years old in a soccer fanzine called The Gooner, I wanted to be a writer. Writing about soccer was my first choice of subject matter with everything else second. Ultimately, having a niche, no matter what it is, motivated me to enter insurance and remain here.

What do you enjoy most about covering the insurance space?

There is a lot to love about covering insurance. First of all, everybody needs it, so everyone can relate in some way. Second, it’s considered an unattractive industry to be a part of, but I love owning that and trying to change people’s minds. And now, the longer I’ve been covering the insurance industry, the more I understand and the more I enjoy it.

What are you most proud from your career as a journalist?

In all honesty, being paid to write is an accomplishment in itself. I went to university and got a bachelor’s in “English and Journalistic Studies.” However, graduating in 2010 meant that employment, nevertheless paid writing work, was hard to find. I did a lot of online internships, set up blogs, traveled and was paid pennies per word for freelance work before finding my way here. I don’t think I got paid to write until I was 24 and didn’t get full-time writing work until I was 28. I nearly gave up on multiple occasions. There was a lot of rejection.

What would you say was your biggest challenge in covering the insurance space?

From an industry perspective, there is a lot of technical information to interpret. I am not an expert, but my work is read by experts. That is always a challenge. Also, we face many of the same challenges other publications face, such as finding the balance between print and digital publishing, walking the line between advertorial and editorial content and maintaining relationships with sources. Also, given some of the bad news announced by many major companies recently, making sure our coverage is fair, objective and equal is another challenge.

What would you say is the best story you’ve broken over your years in the industry?

As a magazine, we don’t typically “break stories.” However, instead, our success relies on getting ahead of trends and making predictions so when we’re writing a story six weeks before publication, the information is still relevant at the time of publication.

What advice would you give to a reporter just starting out in covering the insurance industry?

The insurance industry is full of very welcoming people, so I have been very fortunate to meet and work with people that are open to spending time with me to help me learn. If you can approach the industry humbly and start building relationships that expand your contact list, you’ll be able to move forward much quicker. The more people you know, the easier it gets. That won’t happen immediately but by reaching out to people, setting up introductory calls and subscribing to the trade e-newsletters, you’ll start to figure it out.

Can you share some of the top industry trends you’re looking out for over the next five to 10 years?

Currently, the hard market is set to dominate the industry for the foreseeable future. However, what the market looks like when we get to the end of it is a different matter. A lot of people are assuming  this hard market is going to be like other hard markets where it returns to normal once the cycle is over. I find that hard to believe. Technology adoption, CAT events, inflation, post-pandemic impacts, political instability, the list goes on. I don’t think this is just going to come out in the wash.

Can you tell us about a hobby/passion you have outside of work that helps you unwind and recharge?

As a father of a 2-year-old and 5-year-old, “unwind” and “recharge” don’t really come into my vocabulary. But when I do get a day to myself, watching soccer is what I’d do first. I am also a runner and have recently moved from road running to trail running. Living in Oregon provides lots of great opportunities for that.

About the magazine: Independent Agent magazine is the authoritative source of information for professionals who sell insurance for independent agencies. Independent Agent primarily serves property-casualty independent insurance agents and brokers and is a benefit of membership of the Independent Insurance Agents & Brokers of America.