In this episode of the Social PR Secrets Podcast, host Lisa Buyer talks with Jessica Rafaeil, a Public Relations Specialist. While the two experts work together at The Buyer Group, Jess also owns her own firm, More Than Press. They met at the University of Florida, where Lisa was Jessica’s professor. They bonded over her senior project and her understanding of PR as a complex industry.
Public Relations is the business of persuading people and developing connections to help brands. While that seems pretty straightforward, PR can take many different avenues and is often misunderstood. Listen to the podcast to find out what the top misconceptions about PR are and why they are completely false.
When Jess starts working with brands, she always asks them what they want. A lot of the time their response is “press releases, of course.” To Lisa and Jessica, however, press releases are not the sole nor most important part of PR. While they are great and a staple for announcements or product launches, they aren’t a public relations strategy on their own.
According to Jess, PR is all about creating relationships with the press and building credibility for brands. The overall strategy is much more complex and helps the press release actually serve its purpose. As such, the bulk of the work is building relationships on a day-to-day basis. PR agencies are constantly looking for opportunities for their clients. To Jess, PR is not a “next-day slam dunk.” Results will start to show months from when you start because public relations are a long play.
Lisa and Jess got a laugh out of that misconception! To them, PR is the middle child of advertising and marketing. Public relations professionals work hand in hand with those channels, but the functions they serve are completely different. When a brand is advertising, it is asking people to buy its services and products. Ads are convincing customers to trust the brand. On the other hand, PR gets someone out of the brand’s industry to tell people to buy a product. Consequently, PR has added value.
Jessica cited a study showing 70% of customers would rather find a product through articles rather than ads. PR does that by not only working with journalists but with other creative methods. For example, a CEO being a guest author in a publication can also bring credibility to the brand. Lisa adds earned media can also be used as advertising if you know how to use it well. To the two professionals, one of the biggest mistakes brands make is allocating a large budget to advertising, at the expense of PR. What brands don’t know is spending ad dollars before having established credibility through PR work is rarely effective.
When brands work with a PR agency, response time needs to be a top priority for all media opps. Not only is it harmful to the agency-brand relationship, but it can also be disastrous for media opportunities. If a journalist reaches out with an opportunity, ideally you should respond in fifteen minutes to an hour. Reporters often need to finish their stories fast and the brands who respond first will be the ones who get featured. Lisa explains some great opportunities have been missed because the client was not responding. Her tip? Creating a bank of pre-approved quotes on different topics, you can flip over to journalists.
Is traditional PR dead? Can you be a PR professional who works remotely? Are NYC agencies really better? Listen to this episode of Social PR Secrets to find out and read our latest articles for more misconceptions about Public Relations! [Insert link]
“Any good PR agency is going to put the truth out there.” - Jessica Rafaeil
Are you putting your best foot forward on your LinkedIn profile? Jason Miller says you should pay attention to seven tricks to optimize your profile. Jason Miller, a former LinkedIn employee, was in charge of content strategy when this interview took place in 2015. He is now in charge of brand building with Microsoft advertising. In this episode, Lisa and Jason discuss how to have success with LinkedIn and how to make the most out of the platform. This 2015 interview gives you tips from a LinkedIn employee that are still applicable today, including how to make the most out of your LinkedIn profile. What should your LinkedIn profile look like? What should it not have? Find out what you may be doing wrong in your profile that may be holding you back. Don’t just survive in the LinkedIn world, but thrive! “People spend time on other social networks, but INVEST time in LinkedIn.” - Jason Miller The main tips discussed in this episode include: Have a Linkedin company page Showcase Pages: Some companies such as Moz have great showcase pages where you can show off your content. SlideShare Sponsored Updates Publishing Platform of LinkedIn Content Contact Jason Miller: Jason’s Facebook Jason’s Instagram Jason’s Twitter Jason’s LinkedIn More from Jason: Book Blog References and links mentioned: LinkedIn SlideShare Moz Subscribe to & Review Social PR Secrets Podcast Thanks for tuning into this week’s episode of the Social PR Secrets podcast by Lisa Buyer. If the information in this show’s interview inspired you in your business or life journey, feel free to head over to iTunes, subscribe to the show, and leave us an honest review. Your feedback helps us continue to not only deliver actionable, relevant, helpful content, it will also ...
What does it mean to own your business assets with Facebook Advertising? What are the new Facebook ads trends? How can businesses effectively market their products on Facebook? What makes a good marketing agency? To Tamara Ashworth, the answer to all these questions lies in focusing your energy on a limited area of expertise and always keeping up with new innovations. In this episode of the Social PR Secrets Podcast, host Lisa Buyer talks with Tamara Ashworth, co-founder, and CEO of e-commerce Facebook marketing agency, Ashworth Strategy. After working in finance in New York City for a few years, Tamara got her MBA with a focus on marketing from Notre Dame. She then got her start in corporate marketing in Europe before learning the ropes of smaller companies in an NYC startup. That’s when she decided she was ready to start her own company. Facebook Advertising 101 According to Tamara, one of the most important things brands should do when advertising on Facebook is to own their assets. The agency they work with should not own them, instead of helping the company set it up themselves. The first step in owning assets is to have a business manager to which you can connect your Facebook page. You should then create an ad account and a Facebook pixel, making sure you own all of these first and then share them with the agency you’re working with, through partner access. When businesses work with Ashworth Strategy, this entire process is streamlined. Tamara sends them instruction guides and videos and is always ready to jump on a Zoom call to help out. Finances: The ...
What is the key for businesses, brands and people to stay connected during this time? Matt Johnston says the answer is simple — empathy. In this episode of the Social PR Secrets with host Lisa Buyer, author and social video expert Matt Johnston discuss the importance of infusing empathy within video content to create a connection with people online. Johnston had an original TikTok video about his struggle with small appendages go viral and reemphasize the importance of being organic online to create viral content. During the episode, Johnston discusses the scope of video content during the coronavirus pandemic and its projected continued success through the years. He advises both personal and business brands to create content with the idea of it being shared in mind because then empathy will always come forward. “Empathy runs the world if you let it, and it’s good if you do,” - Matt Johnston Some topics discussed in this episode include: Importance of empathy Mirror content and virality Building trust and connection Contact Matt Johnston: Matt’s Twitter Matt’s LinkedIn More from Matt: His book “Producing Empathy: The Secret Method” Matt’s Website ...