Video from Home: Top Videography Tips from a Pro

On Thursday, May 28, PPRA members were treated to a master class on videography.  . Ricky Haldis founded Wise Owl Multimedia, a photography and videography company, in 2015. A proud Philadelphia native and storyteller at heart, Ricky has worked with PPRA and many of its members to craft visuals that resonate. He graduated from Holy Family University in 2016 with a bachelor’s in Digital Communication and Media/Multimedia.

Haldis, a friend of PPRA, shared best practices designed to help clients look their best on camera and, most importantly, achieve their communication goals

Prepare people to be as simple as possible”

It all comes down to simplicity. A concept that should be quite familiar to public relations professionals who exist to help a client’s message shine through, not to show the world how many fancy words they know. Ricky believes the same is true when it comes to video. 

The fundamentals count”

Keeping three concepts front of mind will lead you to success: how the video is shot (pick a small, quiet room with a simple background), how the video is lit (soft light is preferred – avoid direct sunlight and backlighting), and how the video sounds (to achieve best sound quality use a lapel mic. Furniture, carpet, and wall coverings dampen sound to prevent echo). 

Video is entirely psychological”

All video producers are ultimately seeking the “the brain’s approval.” Planning carefully, ensuring the message is on brand and putting the end goal in writing helps the client win the ever-elusive audience “approval.”

Genuine, organic and natural”

Ricky ended the webinar by empowering attendees to create professional looking videos on their own. With a modest investment of time and money, quality videos that present our clients well and help connect with audiences are within reach.

Introducing College Possible Philadelphia – PPRA’s Non-Profit Partner

Photo via College Possible

Every year since 2009, PPRA has selected an annual PRoactive partner. This partner organization is a local nonprofit whose mission aligns with the values of PPRA. We are pleased to introduce this year’s PRoactive partner: College Possible Philadelphia.

Meet members of the College Possible team and learn more about their mission at PPRA’s 75th Anniversary Jubilee on Thursday, January 16th. Donations to support College Possible Philadelphia will be accepted at the event. See below for more information on recommended donations.

No photo description available.What does College Possible Philadelphia do?
College Possible Philadelphia focuses on one of the most important issues in the Greater Philadelphia region- education. The nonprofit organization works with high school students from low-income backgrounds in six Philadelphia and Delaware County schools to guide them to and through college, starting in their junior year of high school. This includes an intensive curriculum of coaching and support through which students attend school-based sessions focused on SAT prep, college and scholarship applications, academic, social, and professional skill development, and more. Coaching continues through to college graduation and provides ongoing financial aid consulting, guidance for on-campus resources, and general support for students as they progress through school.

  • 90 percent of College Possible Philadelphia students are first generation college students.
  • 80 percent are students of color.
  • The average family income of students served is less than $28,000.
  • 96 percent of College Possible Philadelphia students earn admission to college.
  • Students served by College Possible are 4X more likely to earn a degree.

Why did PPRA choose College Possible Philadelphia as this year’s PRoactive partner?
2020 is a monumental year for College Possible Philadelphia as it celebrates its first class of students who joined the program in high school who are on track to graduate college in May. Given that PPRA is an organization that emphasizes the importance of a success pipeline for students from college to career, we thought a PRoactive partnership with College Possible Philadelphia would be a natural fit. We are excited to work with them throughout our 2019-2020 programming year.

How can you help College Possible Philadelphia?
College Possible Philadelphia has asked PPRA to help with raising awareness about their efforts and success.

As a non-profit, College Possible Philadelphia also depends on the generosity of people like you. Please consider donating today: CollegePossible.org/ForPhilly.

The students served also often need supplies – whether its notebooks, pencils, and folders for their current classes, dorm kits as they prepare to head off to college, or snack items, water, and juice for SAT snack bags for SAT practice exams and Real Deal. We will be collecting these types of materials at PPRA events all year long but please don’t hesitate to contact us if you’d like to arrange a collection drive in your office or schedule a pickup or drop off of supplies.

Guest Post: The PR Guessing Game Is Gone for Good

Brianna Taylor, PPRA member and Director of Public Relations at Garfield Group, shares the benefits of efficient data and analytics to PR. The complete post and its supporting images can be found on the Garfield Group blog.

It’s 2019. And the word of the year is “data” (don’t fact check me on that).

Today, data is as essential to modern marketers as oxygen. But this necessity isn’t always satisfied so readily. Most CMOs and their agencies know that they need data to measure the effectiveness of their programs. But when it comes to measuring PR efforts, there are often questions about what to measure and how to prove a true ROI.

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PR and Data — Together At Long Last.

According to the 2019 Global Communications Report from the USC Annenberg Center for Public Relations, big data analytics is the top skill that future PR and communications professionals will need to be successful. What’s more, “70 percent of B2B marketers would shift more of their budgets to PR if it could be related to financial impact,” reports Cision.

As a result, the PR industry has been adapting to prove the impact of their programs. It’s why at Garfield Group, we’ve begun to provide our clients with custom-tailored analytics dashboards — readily displaying the metrics that best indicate how well we’re delivering on their communications objectives.

A Portfolio of PR Metrics.

What are the most important public relations metrics? Of course the answer is those that measure success against specific KPIs or communications goals. It’s a customized view of what matters most to an organization. To provide some examples, however, we’ve outlined four of the most common data/metrics categories here:

Media Mentions

This is a simple count of the number of times a brand is mentioned in the media. Media mentions can be tracked over time to show an increase in the company’s “share of voice” in a particular industry and the traction of PR investments.

Media Impressions

Impressions are a measure of how many people “might have” seen the brand in media coverage. This includes calculating the potential audience reached with a given media mention or an entire campaign of clippings. (Note: this is not our favorite metric, because it typically inflates the sense of a brand’s true exposure. It is, however, a metric that clients frequently ask to measure.)

Content Scoring 

This is a real powerhouse metric. Content scoring is a measure of the quality of coverage a brand received. It’s a methodology to derive a true value of coverage – customized to unique goals and measured on a scale of, say, 1 to 10. Such a system might include considerations such as mentions of key messaging or talking points, whether a publication is one of your top media targets, how prominent your brand was in the coverage, and whether or not coverage was positive.

Traffic Generation

Website traffic and social media reach over time — since the beginning of a PR campaign, for example — are good barometers of the value of the PR investment. By including links in contributed pieces, we can also analyze how many website visitors are directly attributed to specific outlets or pieces of content. This measurement can help identify which sources are referring the most traffic to a website.

Everything in context.

Few marketers are throwing their entire budget into public relations alone. So which strategies best supplement investment in measurable PR?  Integrated marketing is the key — crossing traditional boundaries to combine PR with digital media, social media and beyond. (Look no further than how Oreo’s simple but fun Super Bowl tweet blew up. Seriously, look at all the coverage for “dunk in the dark.”) According to the 2019 Global Communications Report, 90% of respondents predict that the relationship between PR and marketing will become more integrated over the next five years.

As always, the key is your needs, your goals, and your vision. It’s essential to applying insightful strategies and creativity to solve problems and then do a great job of evaluating and measuring the outcomes. Only then can you understand how all forms of communications — including public relations, of course — are moving your business forward.

Guest Post: 5 Spring Cleaning Tips for PR Pros

This post was originally posted on the Devine+Partners blog. Click here to view the original post. 

Soon enough, we’ll be in the full swing of Spring 2019 and what better way to welcome Spring than to declutter, reduce, recycle and get some spring cleaning done in the office. Since less clutter equals less chaos, a tidy workspace can help improve your focus and provide you with all-around better work habits, increase team productivity and help you to create a fresh new start.

Let’s take a look at five ways to adopt some spring cleaning into your upcoming agenda:

Declutter your desk space

Depending on how messy your desk can get, start with a can of compressed air, boxes to organize your belongings, and a large trash bag. Prepare yourself emotionally to purge, and toss the items that you no longer need or use. Trying to get away from printing and killing trees? Focus on digital copies and fewer hard copies. Cleaning your desk will not only clear your work station, but will more importantly clear your mind.

Use your email functions wisely

Is it just me or does seeing 2,399 unread messages in our Inbox make you cringe? I shoot to make that number zero, but it’s sometimes not always possible. I’m sure we can probably all agree that the email search tool is a commonly used function, but instead of relying on this, it is important to take some time to organize your email files. Create folders and subfolders, flag or label items in your inbox, and use the task feature to prioritize assignments. (Or be like me and add it there AND write it down in an agenda book #OldSchool) By organizing your important emails now, you’ll be able to cut down lengthy searches in the future. Be sure to also delete space-consuming junk mail whenever possible.

Freshen’ Up Your Social Media

Often times we forget about the importance of social media decluttering. Whether this is persona or on social media accounts you manage at work, spend a few minutes each day to review your accounts and update your connections. Remove pages that are no longer active, and look for new brands, reporters and influencers to follow that are relevant to your accounts. It’s also a good idea to freshen up your pages every now and then with new cover photos, but continue to keep your logo and profile photo consistent across all channels.

Reconnect with old contacts

When I think of spring I think of the work fresh, as in fresh start. Do you feel like some of your accounts are stale and you’re looking for some new energy or potential new business? I have a box of business cards in my desk and two times a year I will go through to see which old contacts I haven’t connected with in a while. Schedule coffee, shoot them an email or send a LinkedIn message checking in on them personally and professionally. This may bring in some new business in 2019 or at least help you reconnect with an old colleague.

Review current PR strategies

It’s easy to settle into a routine when a strategy works, but there’s always room for improvement! Meet with your clients and your teams to revisit those initial strategies and tactics. Are the strategies still working? What can we do to grow our efforts? Even if your PR efforts are succeeding, check in with the team and think about what other tactics you could be using. Taking the time to brainstorm new ideas will show the client your passion for their brand and help the account grow.

Take these five cleaning tips and spread them out over the next three weeks. I hope they help give you a fresh and re-energized start.

Guest Post: Branding for Business: What Constitutes a Sandwich?

This post was originally posted on the Devine+Partners blog. Click here to view the original post. 

What is a sandwich?

This seems like an easy question, right? When you think about it, a grilled cheese and a BLT are sandwiches but what about the hundreds of other bread products like them?

I guess the real question is, what isn’t a sandwich? Is a burrito a sandwich? What about a hot dog? Where in this mess of ideologies do you find yourself?

“A brand’s strength is built upon its determination to promote its own distinctive values and mission.” – Jean-Noel Kapferer

Are you like the USDA – a sandwich is meat between two slices of bread? Maybe you are more like New York where if your food is served on something even remotely bread-like then it’s a sandwich, and that’s the law!As a company you need to know who you are and where you stand against your competitors. If you were selling sandwiches you’d have to know what constitutes a sandwich. You’d have to decide if you were going to fight to be a sandwich like hot dogs in California, or if you’d settle for being a sandwich-similar product like burritos in Maine. This process of branding yourself and your company is essential.

In business, branding is fundamental. It gives the audience a piece of your company that is memorable and leaves an impression. Building your brand up builds value for your company. A brand gives you something to believe in which spurs loyalty to that brand. It also creates trust with the marketplace. Customers are more likely to go to a company that seems like an industry expert.

Going hand-in-hand with branding is Public Relations. Both are about managing the image of your company – spread the right news, handle politics, and build your reputation. Branding must have a home in your PR strategy to ensure both are effective.