Go small or go home: Why boutique PR agencies are crushing big firms

At the speed of digital trends, do you want a PR agency that’s agile like a fox or sturdy like a buffalo?

Big PR firms have the manpower, resources, and contacts to execute campaigns quickly, but advances in technology means brands need the flexibility to pivot to suit the mood of today’s on-demand audience.

Here are a couple reasons why you should hire a boutique agency over a big firm:

Skilled Staff

More manpower doesn’t mean a higher quality of work. At some larger agencies, smaller accounts may be handed down to junior members or even interns.

At a boutique agency, there is a specialist for everything. By nature, these smaller companies follow lean organisational structures stripped of multiple management levels and stringent systems and constant revision. This makes the team more nimble, enough to weave past unnecessary approval processes that eat up your billable hours.

They’re part of the ‘hacker generation’

Smaller companies tend to have a startup mentality: Fearless, resourceful, unorthodox problem solvers.

They are known to approach barriers from the outside and sometimes, through the backdoor instead of waiting for the higher-ups to approve a solution. On top of that, staff at leaner agencies enjoy taking the unconventional routes that keeps them on track with or sometimes even ahead of the consumers.

They thrive on change

Change is the constant of boutique PR firms, and they are well-equipped to move along with key industry trends and developments. Rather than fearing new technology, smaller agencies race to be the first to use a new platform or tackle a new social media trend.

With fewer people, revisions are also easier for boutique agencies. If an internal structure is holding back results, managers at small agencies will not hesitate to remove or reform them, to power your business and theirs forward.

Skilled Staff

With the internet bubbling over with too much information, brands need more creativity, quicker.

It’s become clear that advertising is no longer just the business of selling your product or services. Instead, it is now all about making their brand a part of the customer’s everyday life. In order to be there with the customer every step of the way, brands need to be able to tailor strategy at the very last minute.

This is typically where the big players have struggled to keep up, given their internal business reglementations put in place to ensure consistent organisational structures.

What I feel is imperative for businesses today, is to steer themselves away from the traditional view of how bigger or more is better. This can be done through re-evaluating business goals and looking further into what the boutiques can bring to their table, helping business owners get the best bang for their buck.

Need more advice on choosing the right agency for your business? Contact us at [email protected]

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Pitching perfect: 6 tips PR pros should know before picking up the phone

Media pitching takes tact and research. It’s a means to much of what the public sees today, whether it’s a published news story, a successful media event or the general hype surrounding a brand or product.

Securing a media placement can be the best feeling in the world, but here’s what happens along the way that no one will tell you about:

Journalists want to know how you can help them

Not the other way around. When pitching a story make sure you tell the journalist how your product or service can benefit their readers. With multiple editorial deadlines looming above their heads, journalists are no-nonsense individuals.

To make things easier for both of you, avoid engaging in too much small talk when you’re on the phone. Cut to the chase on what you have to offer.

Don’t pitch between 9 and 11am

You’ve got a piece of news you’re so excited about and you just want to pitch it over the phone first thing in the morning. But guess what? The newsrooms are the busiest in the morning, as editors and journalists come together and work hard to gather all the news to be published or broadcasted.

This also means that no one’s going to be available to pick up your call – for a couple of hours at least.

The trick to get around this is to drop a pitch email early enough in the morning, so journalists can pick the story up and bring it into the newsroom. Who knows this could even mean your story gets picked up without much pitching or following up!

Skip the pitch on a Friday

Like you and I, journalists wrap up for their week on Fridays, getting themselves ready to wind down for the weekend. Even if it’s just a pitch email, a seasoned PR pro will know to stay clear of Fridays.

Unless it’s breaking news, the probability of journalists looking into your pitch is almost non-existent. By Monday, your pitch would have been drowned out by hundreds of other fresh pitches for the week.

Pitch at your own risk!

A friend on the inside helps

Cultivating a healthy friendship with a member of the media can help with achieving far greater results in a shorter amount of time – think picking up the phone and sharing a story with a friend.

When you’ve established that relationship, your media friend will be more open about sharing with you the reasons your pitch wasn’t picked up, or even what they’re looking for to supplement their stories.

Do however be mindful that not every journalist is comfortable or open to becoming your best buddy. Respect their boundaries when the time comes and remain professional.

Tailor your pitches like an Armani suit

Before picking up the phone, write down the name of the journalist, their title, their beat, the publication, and your angle.

The secret formula to landing a news story is to never get started without any prior research about whom you’re calling. By research, I mean reading up about the journalist you’re pitching to, learning more about what they write about, and what they’ve just written about.

Grow thicker skin

Rejection can be a tough pill to swallow, but it’s nothing personal. There are a number of reasons why you got turned down: The angle doesn’t fit with the editorial brand or audience, it had already been covered, or there is just no sellable angle.

At the end of the day, this will all mould you into the toughest PR pro who can remain unfazed in face of rejection. Don’t be dejected, pick up the phone and keep dialing.

Need advice on pitching your next big story? CTA desingns (1)-01

Get in touch with us at [email protected] for help with your next pitch!

Less is more: 4 tips to choosing the right social media channel

With the increasing global smartphone ownership, social media surrounds us. It’s inescapable, and for businesses, it means we can interact with anyone at any time.

Having said that, it’s a common misconception that  brands need to be on every social media channel possible to achieve mass coverage. I’ve seen businesses get excited and set up accounts across all the major social media platforms expecting a wave of new business overnight. And then… nothing!

Like a content marketing strategy, social media takes focus and dedicated long-term commitment – there is no overnight success.  Let’s take a look at Facebook, Twitter, LinkedIn, Instagram, Pinterest. Each social media platform is targeting a unique audience with a dedicated engagement purpose:

social-media-mutant-blog

So, how do you go about selecting what is right for your brand?  Well, to make it simple, here are some handy tips to get you thinking about how to make the most of your social media.

1 – Start with purpose

Goal tracking matters! There must be a purpose to your online presence. Write down why you are actually using social media and what it is you would like to achieve. What is the business goal of your strategy? Hint: It’s the things your CEO or investors want.

Get everything down on paper, as chances are, you’ll more likely stick to your goals!

2 – Be strategic

Most companies can’t be perfect on every platform so, instead of being average at all of them, select a couple that match your business goals and rock them!  Here are  a couple of things to think about:

  1. Who is your target audience and how will you reach them?
  2. How does your social media strategy help you reach your core business objectives?
  3. How will you nurture your followers in order to convert them?

You need to have a clear social media strategy and work out a plan to realistically implement it. Set up a schedule for each week and stick to it – and you can always review it as you go.

3 – Allocate your resources and budget

Do you have time to work on your social media? Or do you plan to outsource this? Whether it’s yourself or someone else working on it, there needs to be significant time dedicated to social media posts and engagement every day.  

The intensity of your posts depends on your goals but ensure that you have a solid structure in place in the form of a content calendar that will help you keep track of everything. Allocate a budget that you are comfortable in spending to boost or advertise your posts as this will also help you widen your reach and, is cost effective at the same time.

4 – Keep calm and be patient

Be persistent and don’t freak out if you aren’t an instant overnight success. Remember that a solid social media strategy takes time and patience. The more time you dedicate to  your social media strategy, the better outcomes you will get!

Brands have a massive opportunity to utilise social media and if your business does not have some sort of social media presence, chances are you are still living in the dark ages. Step out from under that rock and embrace the social world…it’s truly powerful, and a great and cost effective way to engage with your target audience.

Be careful though, if you don’t have a dedicated in-house social media specialist, there is absolutely no benefit to having any channels linked to your business. In 2016, social media is a full time job. Keep it simple and remember that less is more! Only pick what’s right for your business!

mutant-social-media-cta

Looking for some structure and strategy around your social media campaign? Get in touch with us at [email protected]

A guide to writing a press kit

Whether you’re preparing to launch a new business venture or you’re already up and running, a public relations strategy to boost the exposure of your brand should sit snugly inside your long-term business plans.

When we work with new clients, before delving into the nitty gritty process of media pitching, we help companies to write and prepare a media kit, or press kit, to help introduce them to members of the media.

Of course, this is something you can do yourself, although we would recommend engaging an agency to assist you in the process. We deal with the media on a daily basis, and know exactly what they need and what they’re looking for!

What is a press kit?

A physical or digital press kit is a thoughtful curation of vital information about your brand and organisation – from a company biography, biographies of key business leaders and photos.

A digital press kit is everyone’s preferred method of information distribution, as this makes it easy to send out to journalists. Its content can also be updated quickly when the need arises. A physical press kit offers more room for creativity, and is generally used when you’re meeting members of the press face-to-face.

When on a budget, forget about the fancy, extravagant physical kits that may cost a little to design. Begin with something simple like a Dropbox or a Google Drive folder.

Put yourself in the shoes of a journalist

With packed schedules, journalists rarely have the luxury of time to sift through a massive amount of information to piece their stories together.

It’s never good news if they have to look beyond your press kit to get basic information, even for details like your store address or your opening hours. This is why the information in your media kit needs to be clear, concise and easy to access.

There are a range of things that can go into your press kit, but make sure you don’t forget the following essentials:

  • Your company biography

Imagine telling someone the story of your business. Share how you started, when you started, what sparked your business idea, and the gaps or problems you address through your solutions or products.

Present all of that information in a succinct paragraph or two of text, and drop them in your press kit. While this information may not always be published as part of a journalist’s content, it offers clear insights to your company’s background and of course, to what you do. It will also help them decide whether you are someone they might want to interview for articles they have coming up.

  • Biographies of key company representatives

You need to introduce your business’s key founder or spokespeople, so the media know who the best people are to interview. Include the profiles of any key players whose profiles you’d like to raise through their biographies – such as the founder, the CEO, or the MD.

Don’t forget to include their photographs, as well as succinct information about their professional histories and one or two more personal details. This will give the media a good all-around idea of who they are.

  • Your brand logo

Include this in various colours, sizes, resolutions and formats, if you can!

This will allow journalists to publish your logo along with their content in the most suitable form, whether it’s in the print or online medium – or if you’re lucky, on both platforms.

  • Any relevant existing company press releases

From a product launch announcement to the introduction of a new member in the organisation – if you’ve got it, include it. The key here, though, is to ensure any press releases are relevant.

They can be a fantastic point of reference for the journalists to work off for their stories, and past releases can also be filed away as the journalists’ own sources. When the potential opportunity for a story relevant to your product or expertise arises, your company stays at the top of the journalists’ minds.

  • Your contact details

Think about who the media should contact, over the phone or email, should they have any queries pertaining to your business or press materials. This person needs to be someone who is knowledgeable about your products, easily contactable, and can also quickly revert to the media in the shortest time frame.

  • Other relevant product photos

If you’re launching a new product or have existing products, consider including some professionally taken product photos. Hire a proper photographer if you can – no journalist will want to publish dimly lit or poorly taken iPhone snaps.

These photos can also be reused for other purposes such as on your website or for social media purposes, so it’s usually worth the investment.

If you would like help launching a PR strategy for your business or startup, get in touch with us at [email protected] 

10 steps to Instagram success for unsexy companies

Can you tell your brand story in nine images? According to eMarketer, Instagram’s global mobile ad revenues are expected to reach $2.81 billion by next year. With 400 million users and growing, visual content via social media is becoming an increasingly important part of a marketing campaign.

Corporate tech giants like IBM, Intel, Salesforce and Cisco are killing it on the photo-sharing app. How? The key isn’t in exotic landscapes, squat workouts, or well-lit bacon burgers – it’s about telling your brand story in a cohesive tone that’s unique to your company.

Here are 10 steps to success on one of the world’s most influential platforms.

1. Start with your core company values.

If you don’t have a tangible product to work around, the sky is still the limit for creativity. Pluck out key points from your brand manifesto. Concepts like ‘delighting customers’, ‘teamwork’, ‘encouraging innovation’ are possible to illustrate in a creative photograph.

2. Profile staff.

If the global success of Humans of New York doesn’t have you convinced, check out some of the creative staff posts from IBM. Your employees are all part of the brand story. Include a short description or anecdote of your staff member’s role in the company. Plus, there are tons of fun ways to take a profile shot for Instagram.


3. Be cohesive.

Have one picture lead to the next. We don’t just mean with colour and lighting, but with the tone of each picture. Have transitions between uploads. For example, if you’re posting about a company outing, have some transitions or pre-event hype: i.e. “T-minus 45 minutes ‘til we pile into the car for the conference!”

4. Show behind the scenes.

Context is a great way to express your brand values. Showing the magic behind what you do with a sneak peak at of your office, lab, or even toilet.

5. Engage with your community.

Instagram didn’t get to 400 million users by just being a photo app. Comments, captions and trending hashtags are chances to engage directly to your audience like a friend. It’s not the place to sell. Use the space below the snap to ask questions and likewise go through other accounts of similar companies. Then tag, comment, hashtag, and of course, double tap.

6. Humble brag about your office space.

Get inspired by accounts like @apartmenttherapy and post pics from the office. Ask users for suggestions on how to improve a space or what colour to paint a wall. Ugly office? Creative #desk spaces get good hits!

7. Show your company culture.

What do your programmers do when they’re not doing sprints? Create FOMO with your staff. Show happy staff in action, whether brainstorming, in a meeting, or just chillin’ on the couch. A strong company culture strengthens a company’s brand. Likewise, your staff are your brand ambassadors, and happy staff are more likely to share their company activity on social media leading to more engagement.


8. Hop on holidays.

Festive holidays and other relevant events are an easy way to be part of a larger dialogue and increases your chance of being noticed. Even posting a custom greeting card, Christmas tree, or candy hearts spelling out your company name connects you to your users.

9. Focus on quality.

Take an extra couple of seconds to step into the right light and do a little set planning before snapping and uploading. Amateur pics are great to ‘keep it real’, but at the end of the day, you’re competing with millions of photos online. Make each one count.

10. Own it.

Popularised by Millennials inspired to ‘work with what they got’, owning it is taking pride in what you have. Businesses today don’t need to look longingly at National Geographic  or Nasty Gal with envy. Say, if you have cloud-based software that’s hard for people to understand, create fun ways to illustrate it. There are plenty of pretty accounts out there, just make yours looks like you (don’t believe me? Just take a look at Sharpie’s account. It’s only a pen, but it’s one of the coolest Instagram pages around.)

Do more (of what makes you happy) #BeHappy #Sharpie   A photo posted by @sharpie on

We hope this helps your company get its Instagram game off the ground. Tweet us @mutantcomms to tell us how you make your unsexy business cool, or get in touch with us at [email protected]

How to create effective visual content

Over the last 12 months, content has become the cool, hip kid on the block.

Comprising of everything from blogs and e-books, through to social media posts and viral videos, marketers can’t get enough of it… and for good reason. It produces results!

But an often overlooked aspect of great content is visual graphics. These branded images, short videos, infographics and more also fall under the content banner, and should be a permanent addition to any content marketing strategy.

As they say, a picture is worth a thousand words, and people are more likely to absorb visual content. Particularly with the copious amount of information we are exposed to on a daily basis, it becomes hard to absorb everything, so the simpler and more concise the information, the better for the targeted audience.

Only 10% of people remember what they hear, 20% remember what they read and 80% of people remember what they see. (Source)

This means content teams must ensure they are creatively presenting information with more visual appeal, and coming up with campaigns that lend themselves to pictorial and graphical ideas.

Infographics are one of the more popular pieces of visual content around. They’re not only easy on the eye, but also educate the audience in a simple and effective manner. A good infographic has a consistent and sequential flow of information that is presented in easy to absorb facts. Take a look at some snippets of my favourites below:

storing-food-infographictwitter

 

 

 

 

What makes them so good? They tell a story quickly in an entertaining way, with useful facts to draw from.

Here are a few quick tips to get your visual content in tip top shape.

  • Less is more

The biggest flaw is trying to fit in way too much information; it very quickly stops being effective. The idea of visual content is to be clever with how the information is presented, otherwise you might just as well write an article or blog.

You want your readers to remember what you are presenting to them, and keeping it simple and to the point means they are more likely to absorb and retain the information.

  • Get factual

Decide on a timeline of events or a process for how you want your audience to read the information. Then, pull out only the key facts and present only this through a series of illustrations, graphics or videos.

You might have a ton of data, but only use what’s relevant and easy to comprehend.

  •  Colours and content

Colours matter a lot when it comes to visual content. Ensure your graphics are suited to the type of information you are presenting.

Brighter red, blue and green shades are more likely to stand out and get noticed, but darker colours such as black or navy can be just as effective in representing sophistication or something concerning.

Hopefully now you have a bit more of an understanding about presenting visual content. Try and incorporate these tips into your content marketing strategy, and to help you come up with cool and creative ways to present information to educate and inspire.

If you need help with your visual content please get in touch with me at [email protected]

Miss Universe 2015: Recovering from a total **** up

Oh, Steve Harvey. I feel for you.

It should have been a shining moment, announcing the Miss Universe 2015 winner. It was supposed to be magical– for both yourself and the ladies on stage – but instead Miss Colombia and Miss Philippines have been left to deal with your flub, while you have become a laughing stock / most hated man on TV this week.

(I say this week, because someone else is bound to do something that steals away the limelight in a matter of days.)

In case you have no idea what I’m talking about, TV game show host Steve Harvey hosted the Miss Universe pageant this week and mistakenly crowned Miss Colombia the winner, when in fact she was the runner up. On live TV.

After the music played, the glitter fell from the ceiling and Miss Colombia was given her crown while crying tears of joy, Steve had to slink back on stage for a “sorry, just kidding, I made a mistake” moment.

Miss Colombia was in fact the first runner-up, and Miss Philippines was the winner. Steve read the card wrong. HASHTAG AWKWARD.

Watch the train wreck here:

https://www.youtube.com/watch?v=nmqAjr0xs04

Everyone’s giving poor old Steve a hard time. On one hand, I understand why. He is a professional host and entertainer, probably being paid a pretty penny to host the biggest beauty pageant in the world, and mistakes like this just don’t fly on live TV.

But on the other hand, mistakes do happen. Live TV is a stressful business. It’s the reason why the pay packets tend to be big for the professionals, and it’s also why in the world of PR we dedicate a good chunk of time media training our clients on how to handle themselves in front of the camera. It’s not easy, and even consummate professionals are prone to screw ups.

One of the most important things we tell our clients about live TV interviews is that if you make a mistake, you can recover. No, you can’t take back whatever was said or done – but you can learn how to conduct yourself and your response to the mistake in such a way that people forgive you, and maybe even forget it altogether.

People are being hard on Steve, but I actually think his recovery was pretty good. Look, it was a crap situation, and he didn’t have a choice – he HAD to right the wrong he’d made. Numerous commenters online have suggested Steve and the Miss Universe panel should have just let the mistake run (“no one would know!”), but there’s no covering up a mistake like that. It would have taken no time at all for the truth to be revealed, and then both Steve and the organisation would have had an even bigger PR crisis on their hands.

Steve came back on stage apologising, but not making excuses for his mistake, which was the right thing to do. As the crowd started booing, Steve addressed the audience and took full responsibility for the blunder, while simultaneously trying to give the girls their time in the limelight.

Both girls looked like deers in headlights (oh my god, it’s just so awkward when they take the crown off Miss Colombia’s head) but he did his best.

In fact, I reckon he did better in his recovery than a couple of other live TV blunders.

In 2010, model Sarah Murdoch announced the wrong winner of Australia’s Next Top Model (cringe) but came back on stage about a minute later with an awful, “Oh my god, I don’t know what to say right now. I feel a bit sick about this. No. I’m so sorry about this, oh my god. I don’t know what to say, this is a complete accident – It’s Amanda. It was fed to me wrong. Oh god. This is what happens when you have live TV, folks.”

To their credit, the models are super nice about it. They handled it well – Sarah, not so much:

Regarding Steve, a few marketing and brand experts tend to agree he wasn’t solely at fault in his mistake. Many also believe he recovered well and, in fact, the design of the card he was reading from was at least partially to blame for the mess.

cue card

I mean, it’s not a very well-designed winning card for a multi-million dollar, hugely-produced international beauty pageant, is it? How was the design of this pretty damn important piece of paper totally overlooked?

Screen Shot 2015-12-22 at 12.19.59 pm

Want to learn more about speaking to media and conducting yourself during media interviews? Get in touch with us at [email protected]

5 ways to get booed off stage

Pretty much all great orators – the ones who can talk to 10,000 people while giving off that ‘just having a casual chat with my mate on the sofa’ vibe – can do what they do because they have a lot of practice under their belts. Many have also probably had media training.

Public speaking with impact takes practice and planning. All companies worth their salt understand the importance their ambassadors have in representing their brand, and invest in experts like us at Mutant to help develop confident and compelling delivery.

However, we’ve seen plenty of people who have decided to jump in front of an audience without proper training, thinking they know what they’re doing (can anyone say crash and burn?)

Here are five of the most effective but un-obvious ways to completely lose your audience.

1. Inflate that ego, Narcissus.

“I really really want the audience to like me!”

If you want to alienate your audience and make them instantly dislike you, put yourself before them.

Essentially, your approach to public speaking is all wrong if you aren’t considering what your audience is going to get out of your speech or presentation. You should be asking yourself, “what do I want the audience to leave with, and how do I make this as easy for them to understand as possible?”

A presentation should be planned, written and practised with the audience in mind. This might include:

– Explaining to the audience why you are there and what you are going to present
– Speak important points slowly and repeat them if necessary – but not to the point of condescension
– Conclude by recapping on salient point.

Just remember your audience likely doesn’t know the content as well as you do, so be nice, personable and make your presentation an enjoyable experience – not something they have to survive through.

2. Have absolutely no idea who you’re talking to

Who are your audience? Are they industry leaders? Experienced professionals? Media? Or fresh-faced young talent with a blank slate and open minds? Let the audience inform your delivery.

If they are experts in your field, feel free to dive deep on the detail, acronyms and jargon. If not, calibrate accordingly. It’s surprising how many people get this wrong.

3. Keep it boring, stale, and loooooooooooooong

Even if you’re speaking to a room of industry heavyweights, don’t make the mistake of trying to show superior intelligence by being verbose. Using impenetrable language and stretching one point into five alienates your audience, turns them off and bores them to death. At worst, you might make them think you have something to hide (I could have used the word obfuscate but then, but I chose not to, precisely for this reason.)

TED speakers aren’t allowed to exceed 18 minutes for their presentations. You have a precious time limit for the audience’s attention, who will probably only leave remembering three of your points. Choose them wisely and give them impact.

4. Leave them wanting…less?

“A good speech should be like a woman’s skirt; long enough to cover the subject and short enough to create interest.” – Winston Churchill

Thanks for the typically uncouth quote Winston, but you get the point. This massively applies to a presentation where you want to signpost the audience onto something else. It could be to a product, another event or even an interview with your client. Spill all of the beans and they wont have any need to pursue it further.

5. Over rely on scripts and slides

“I’ll read from my script. That way I’ll avoid the risk of saying the wrong thing or forgetting my point.”

No, no, and no. A speech, presentation or interview is about having a conversation. Even if you’re the only one talking on stage, you’re trying to create a dialogue – not a monologue – between yourself and the audience, and the only way to do that is to talk, not read, and be engaging while you do it.

You want people to walk away believing two things:

a) You believe in your stuff
b) You know your stuff

Yes, it’s good to prepare. But to rely on a script equals less engagement and snoring audiences. Your whole tone and body language changes when you read, rather than talk, and it’s highly obvious. Plus, there are the technicalities to be concerned with. What if the projector doesn’t work on the day? What if someone wants to interview you afterwards to clarify or repeat a point? Knowing your key themes and messages will allow you avoid having to re-wind the tape and start over again.

Learn two or three key points you want to convey from each slide and practice making each point off the cuff without crutches. This will make you more natural, relaxed and ultimately more compelling.

Want to learn more about how to better conduct yourself in front of media? Get in touch with us at hello@mutant.com.sg

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The secret to getting people to open your emails

Getting your point across in an email isn’t as easy as you think.

No matter who your customer base is, chances are they receive dozens of emails and newsletters every day, informing them of special deals, new information or other updates to their business that might be of interest. It’s incredibly easy to get lost in the noise.

People are busy, and you have about one second to grab their attention when your newsletter pings in their inbox (check out my previous blog to help you create a newsletter people actually want to read.) That one second comes down to what you choose to put in your subject line. It’s what determines whether they click to open, or click to delete.

After all, what’s the point in sending out the greatest email there ever was, if no one opens it?

I subscribe to pretty much everything, so as you can imagine I’ve got a decent sample of both good and bad newsletters to draw inspiration from. There are a bunch I delete without taking a second look, but what about the ones that I actually do bother to open and actually read?

Here are some examples of effective emails that have landed in my inbox, which compelled me to click.

Zalora

Email Subject: How to look stunningly well dressed for any occasion
Content: Fashion/clothing options for any occasion

Zalora have crafted some amazing emails and really know how to use the power of email marketing to get directly in front of their readers. They have used what is called a “trendy topic” headline and made it catchy and relevant to their subscribers.

AirAsia

Email Subject: HURRY, grab your FREE SEATS now! Only 4 days left!
Content: A selection of destinations across Asia with free flights

Most people know AirAsia, and in this particular email they have really drawn on the “free” aspect to get people’s attention. Their audience are regular travellers looking out for cheaper deals (why else would they subscribe to a budget airline newsletter?) and so the use of the word “free” is an instant attention-grabber. The subject also has created a sense of urgency that encourages readers to click through – a very clever move.

The attraction to open email newsletters is heavily based on what is written in the subject and how much it appeals to a person at that particular time.

Here’s what you should be doing with your email subject line:

Summarise, and leave the reader wanting more: In a very short 40-50 characters (or less), you will need to summarise what your email/newsletter/offer is about. Keep your readers curious and encourage the clickthrough.

Make it urgent: Where possible, make the reader feel they must know the information you are presenting to them NOW. This is more likely to encourage people to take action with fear of feeling left out.

Keep the content relevant: Writing catchy subject lines doesn’t mean succumbing to clickbait. Your readers will get annoyed if your content is not relevant to what is written in the subject. You can be creative and quirky to capture attention, but ensure that your content is related.

Ask yourself why?: Why would (or should) people bother opening your email? Is what you’re saying important and worth opening to investigate further? Just because it matters to you, that doesn’t mean it appeals to others, so do your research.

 If you would like to look at ways to incorporate e-newsletters into your marketing and PR strategy, get in touch with us at [email protected]

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A musician’s guide to public relations

Like any young boy, I went through phases about what I was convinced I was going to do with my life. When I was 10, I was sure I wanted to repair cars for a living. When I was 12, I wanted to be a musician after I first picked up the guitar, and by the time I was 22 I had been introduced to the wonderful world of public relations.

The car thing fell by the wayside, but the music has always been a constant – I’ve been playing at local shows with a band since I was 14. Of course, times have changed and the advent of YouTube and other online platforms have made things a lot more convenient for musicians to get themselves out there.

Along the way, I’ve met a lot of people and picked up a thing or two, be it about making music or the art of connecting with people and audiences. Thanks to my chosen career in PR, I’ve been able to apply a lot of what I’ve learned into my music and managing the profile of my band, and vice versa.

1. Messaging

Messaging in this context refers to what your audience takes away from listening to you, which happens to be a very big component in PR. How do I explain my music to an individual in a way that is most appealing to them? I came up with a formula and translated it into the context of PR:

  • Relevance

How do I convince the organiser I am relevant to their event? What relevance does my music have to the audience?

Similarly in PR, how do I craft my message in a way that’s most relevant to the audience or media? Would this media be interested in the business aspect of my client or the R&D done for my client’s product or service?

  • Tone

Part of the beauty of playing music in a small community is having the chance to meet people of different ages and backgrounds. In order to better relay my key messages, I use different analogies and references to get them across.

Just like in PR, depending on who you are talking to, your choice of words have to be picked carefully and need to be tailored to engage various individuals.

  • Engagement

What makes some music more popular than others? I’ve always believed that it’s a result of how that music subconsciously relates to a person one way or another.

When it comes to PR, I translate that principle and take a step back before engaging with people, by researching about them before speaking to them. That way, it allows me to better relate my messages to their interest and seamlessly advocate the mutual benefits.

2. Always be ready

As the great Ronda Rousey said, “I don’t train to get ready, I train to stay ready”.

It’s not uncommon for musicians to be booked at the very last moment as a replacement. The challenge lies in getting the band ready in time to put up nothing short of a spectacular show, because that’s all that matters.

Similarly in PR, it’s not unheard of for clients to request for a press release to be done and blasted the next day. Just like the audience at a music festival, all that matters is getting the job done. This is where I realised that systems and processes in are important to get things done in the most accurate and time efficient way. Who will write the release? Who will collate a media list? Who will pitch?

3. Sincerity

Last but not least, being sincere goes a long way and usually has a big part to play in the art of convincing. Everyone can tell when someone is not sincere, and faking it ‘til you make it will never work when you’re in it for the long haul. By being genuine in your cause, you will find yourself adopting the right tone whilst relating well to your audience.

In PR, we meet different people all the time and first impressions are somewhat of a big deal. One way to combat the potential problem of being misconstrued is to be sincere – that alone subconsciously sets the mind on the right path.

If you’re interested in exploring what a PR strategy can do for your business, get in touch with us at [email protected]

Digital Crisis Management: Dealing with haters on social media

It shouldn’t matter, and you shouldn’t care what other people think of you, but we all know how hard negativity is to ignore.

When you get a negative or unfavourable comment on your personal social media page, you can choose to deal with it as you please – delete it, ignore it, report it, or reply with a string of expletives.

But things are different when you are managing a corporate business page. There are certain protocols that need to be adhered to, especially when it comes to dealing with feedback.

It’s a delicate issue. Likes and positivity are easy to deal with, but when the dark, ominous cloud of negativity looms, it becomes a true test of sustenance. Sometimes all it takes is one bad comment to override all the good ones.

The recent social media revolt triggered by model and influencer, Essena O’Neill is proof that more people are bold and unafraid to air opposing views. It’s important to always be prepared.

Handling negativity professionally is an important asset and skill to have, offline and online, as more consumers turning to social media to communicate and share feedback about brands.

Due to perceived efficiency and visibility, consumers often resort to social media to get in touch with a brand. Studies have shown that 67% of consumers have used a company’s social media site for servicing, while 33% of users prefer to contact brands using social media rather than the telephone.

Knowing how to deal with with criticism, or even just haters trolling comments is necessary – because online, everyone is watching.

DO – Acknowledge

Good or bad, make sure you reply to a comment and acknowledge its presence. ‘Ignorance is bliss’ does not apply in this situation. Expectations are set high these days – and they’re even higher (sometimes bordering on unreasonable) when a customer is upset or has an urgent request. They want an answer right away and won’t hesitate to make you look incompetent for not being able to respond immediately.

DON’T – Give a template answer

Yes, people can see through your lack of authenticity. It takes a bit more effort to type in a response from scratch, but at least you will sound sincere – a genuine response will take you far. If you know you’re going to be held back on what you can respond with due to corporate policy, try and outline a few key messages and potential responses you might need to use before putting your crisis plan into place. You’ll sound like more of a person and less of a robot, and people will appreciate it.

 DO – Be sincere in your apology

It’s everyone’s favourite thing to hear, or in this case, read. And since they took the time off to get in touch, you can do the same. Read what they have to say, and respectfully answer their questions. Don’t hold back on using that magic word – “sorry” – if you have messed up. It goes a long, long way in retaining customer loyalty.

DON’T – Lead them to another “feedback link”

We all know how frustrating this is; it’s like taking two steps back. Don’t pile yet another task on them, especially if chances are that there is going to be even more waiting time with no follow up.

DO – Try your best to solve the problem

Some situations may vary, but do try your best, and provide regular updates on your progress. This is also a good chance to reflect and discover ways of improving to serve customers better, leading to less complaints – online or offline.

It’s a simple solution, but also the hardest. It’s all about being authentic and sincere.

Some other quick helpful tips:

Timeliness: Reply as quick as you can. People generally don’t like waiting, especially if they’re upset.

Offline vs Online: Decide if the situation calls for an open discussion online, or a private message. Each problem varies, and needs to be handled differently. A well-managed crisis can earn you positive word of mouth by other punters online.

Not all feedback is constructive: There are many trolls and keyboard warriors who enjoy making personal attacks – they’re not worth your time. It’s best to ignore these responses, keep your chin up, and focus on the wrongs that you can right.

Haters, be gone!

Get in touch with us at [email protected] if you’d like to find out more about integrating a social media strategy into your PR campaign.

How to communicate like Elon Musk

Elon Musk is the world’s raddest man. Sure, he’s an engineer, investor, genius, innovator, and has an actual car startup. But did you know he’s also really good at email?

Musk’s success comes (in part) from his effective interpersonal skills. He’s a stuttery public speaker, but he can pitch. He’s nothing special in interviews, but is often quoted. Being an effective communicator doesn’t mean being a great talker — that’s why politicians seldom create big changes they promise.

Communicating a vision and being a leader takes tact, it’s about having great interpersonal skills: Listening, having manners, social skills, and really understanding who you’re speaking to.

Here’s three ways you can communicate like Elon:

  1. Cut the acronyms in emails:

In an interview with Henry Blodget, CEO and editor-in-chief of Business Insider, Musk joked: “I do a lot of email – very good at email. That’s my core competency.”

His secret? Avoiding acronyms. The man hates them. I found this excerpt from his book on this Quora thread, “Why is Elon Musk so good at email?”

Screen Shot 2015-11-05 at 12.56.11 pm

Singapore’s multi-cultural business environment both breeds and suffers from too many acronyms. When staff in a big company are from different parts of a region, they might not want to spell out the whole word, but how many times have you looked up from your desk and hollered, “Hey does anyone know what AFB is!?” Sure you’re saving on word economy, but acronyms are not good for productivity.

Like Musk says in his email: “No one can actually remember all these acronyms and people don’t want to sit there in ignorance. This is particularly tough on new employees.”

So, the next time you’re sending an email out to staff, be clear! It saves everyone time and gets them on the same page.

  1. He cuts the jargon

Musk isn’t an eloquent speaker, but the worst thing than a shaky voice is one that’s full of buzzwords. In this perfect pitch for Tesla he breaks down his problem and solution in a way the audience can understand, not just in a way he understands. The man got people on their feet, over batteries.

https://youtu.be/yKORsrlN-2k

Musk finds a common problem and tells us about a simple solution. It’s classic storytelling. See the full article on how to pitch like him here.

  1. He uses real content to advertise:

Wait but Why is a personal, yet investigative tech blog followed by thousands of people. But at the end of the day, it’s a blog with stick figures on it. Musk called up the writer Tim Urban and asked him to interview him for SpaceX and Tesla. Um what? Check out his post published two days ago on the Huffington Post.

After Urban finished gathering his brains from off the floor, the blogger agreed and met up with Musk to write the multi-part blog series.

Musk is so good at cutting the crap, he doesn’t advertise Tesla. According to Urban, he refuses to advertise for his electric car startup, because “he detests vague spin-doctor phrases like ‘studies say’ and ‘scientists disagree’, and he refuses to advertise for Tesla, something most startup car companies wouldn’t think twice about – because he sees advertising as manipulative and dishonest”.

Bonus lesson:

You don’t have to be a great orator or rocket scientist to communicate your vision. All it takes is thinking about making things clear and simple for your audience. If Elon can make electric cars and space travel easy to understand, you should be able to, too.

The last lesson on how to be more like Musk is a bonus one: Always say what you mean. We’ll leave you with this quote from the part one of the interview with Musk:

“He’s been saying the same things in interviews for a decade, often using the same exact phrasing many years apart. He says what he really means, no matter the situation – one employee close to Musk told me that after a press conference or a business negotiation, once in private he’d ask Musk what his real angle was and what he really thinks. Musk’s response would always be boring: ‘I think exactly what I said’.”

Do you need to better communicate your messaging through effective content? Get in touch with us at [email protected]

Image Credit: Elon Musk, Tesla Factory, Fremont (CA, USA) by Maurizio Pesce. Licensed under CC BY 2.0 via Commons

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