Public Speaking Tips: Taking a Lesson from Jason Kelce

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By Megan Keohane, Buchanan Public Relations

On Thursday, February 8, 2018, the city of Philadelphia celebrated the Eagles’ first Super Bowl victory with a massive parade. Hundreds of thousands (maybe millions) of happy fans crowded the streets, “Philly Philly Dilly Dilly” skywriting laced the clear blue skies and Jason Kelce’s speech resonated among the crowd… and quickly became a nationwide discussion topic.

CBS Sports and ESPN called it “epic.” The NFL called it “inspiring.” Boston.com even called it “impassioned.” But The Philadelphia Inquirer hit the nail on the head, describing it as “real.”

Parade goers, Philadelphia natives watching from home and even non-Eagles fans across the country connected with Jason Kelce’s powerful speech. Here, I’m going to break down a few elements of that speech and his delivery that are key lessons in public speaking:

Relatable. Jason Kelce knew his audience and spoke to what Eagles fans relate to. “Underdogs” has been the word of the post-season, and he drove home how the team overcame that obstacle – how they were human and worked relentlessly to succeed. He connected with his audience because he spoke to what they relate to, which is key in any speaking engagement.

Passionate. There’s no denying how much passion was in Jason Kelce’s voice. He spoke with a cadence that drew in his audience, emphasized just the right words, and was fired up and energetic throughout the entire five-minute speech. An audience can tell when a speaker’s energy is genuine, and they usually feel more compelled to listen. Kelce’s parade speech was no exception.

Memorable. How could one ignore Kelce’s colorful Mummers suit? He is so engrained in the community and wanted to reflect that, while wearing unforgettable attire. It certainly added to the epicness of his presentation, but I’m not saying that every presenter needs to head to Broad Street to get the perfect outfit. Find what’s unique to you and your audience and incorporate elements that will stick in the listeners’ heads long after the speech has ended.

Raw. Lastly, and perhaps most importantly, Jason Kelce’s words were raw and unfiltered. I could say “honest” and “genuine,” but as an attendee who heard it in-person, it was more than that. A speech can be truthful and honest, but when it’s uncensored and filled with raw emotion, that’s when it really feels real. It’s not often you see speakers present like that, but when they do, it’s incredibly powerful.

Note: PPRA is composed of many distinct organizations and individuals, each with different perspectives and specializations in diverse areas of public relations. Many of these members’ websites feature blogs with valuable insights and advice, and we would like to make this content available to you. Periodically, we will repost content from member blogs. If you would like to see your company’s blog considered, email Stephen Krasowski at skrasowski@rmahq.org.

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Networking Events

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By Erin Jay, Flynn Media

Working Moms don’t have the time or energy to get to networking events frequently–especially if their kids are young.

When I lived in Manhattan and was single, I attended networking events every week. I was also in some networking groups that met regularly. Now that I am working with two tykes, I don’t have the time to be in a regular group or attend weekly business meet-ups. Personal time is slim these days. I’m very selective about what I attend.

Last night I went to a networking event and heard Sarah Maizes, author of the new book “Got Milf?” speak. She traveled all the way from LA to speak to CCPA in Philadelphia. Her talk was humorous and entertaining. I was curious to know how she got published since I have a literary agent representing me. When she opened up the floor for questions, I asked her. Of course, it did not hurt that Sarah was a former literary agent herself and knew how to craft a winning proposal.

After her speech, I approached Sarah with another question or two about publishing and working with an agent. Her advice was very helpful–worth the price of admission.

Networking is an art. Be selective about what you attend and consider:

* The audience: Will prospective clients be there and is there enough time for one-on-one networking?

* The speaker: What questions would you like to ask this expert? If there is no open panel, you’ll want to ask the speaker after he or she presents.

Every city has a variety of business groups with their own events. It’s up to you to pick and choose wisely where to spend your time.

Note: PPRA is composed of many distinct organizations and individuals, each with different perspectives and specializations in diverse areas of public relations. Many of these members’ websites feature blogs with valuable insights and advice, and we would like to make this content available to you. Periodically, we will repost content from member blogs. If you would like to see your company’s blog considered, email Stephen Krasowski at skrasowski@rmahq.org.

#PPRAMemberMonday

Ellen Feist is Marketing and Communications Strategist at Eastern State Penitentiary. She’s been a PPRA member since 2001.

Twitter: @ellenfeist

Facebook: https://www.facebook.com/ellen.feist.39

LinkedIn: https://www.linkedin.com/in/ellenfeist/

PPRA: Ellen, tell us a bit about your background and your current job.

EF: I have worked in the marketing and communications department at Eastern State Penitentiary for the past 10 years, having a hand in the advertising, branding, promotions, media relations, website, and social media for both the historic site’s tour program and the annual Halloween fundraiser, Terror Behind the Walls.

Prior to Eastern State, I worked for various non-profit organizations in Philadelphia, including the Theatre League of Philadelphia (Merriam Theater) as well as at SFPR, learning public relations from Sharla Feldscher, one of the very best! I received both my B.A. in Journalism, Public Relations, and Advertising and my M.B.A. in Marketing from Temple University. #TempleMade

PPRA: Who are your clients and/or what projects are you working on right now?

EF: We are getting ready to launch our 2018 season on May 1. This is the time of year we prep all the printed materials, press kits, and finalize advertising and promotions. I am looking forward to promoting the new artist installation Photo Requests from Solitary, which fulfills image requests from men and women held in long-term isolation. Visitors will be able to view requests and even help fulfill them.

I’m also busy reading resumes for a new Communications Specialist position on our team. Any recent graduates out there? Check out the job posting at easternstate.org/about/jobs.

PPRA: What is your favorite part about your job?

EF: I love getting to work on so many different aspects of marketing and communications. I get to think about how all the different elements work together to accomplish our goals. I also love the diversity in our programming. How many people can promote an exhibit about mass incarceration and the largest haunted house in the country all in the same day?

PPRA: What was your latest & greatest accomplishment at your job?

EF: This week marks my 10-year anniversary at Eastern State. When I first started, Eastern State was a small, off-the-beaten-path historic site. Now, it is a nationally recognized prison museum asking visitors to think about today’s prison system and still teaching the significant history of the building and role of prisons from past to present. I’m proud of the work we’ve accomplished and how far we’ve come. I also feel there is so much more to do, and I hope to continue to be a part of it.

PPRA: What one piece of advice would you give to your fellow PR pros?

EF: It’s important to never lose sight of the big picture. This is a stressful industry, and it’s easy to get caught up in the daily defeats. Remembering the successes, big and small, as well as the ultimate goals, can help you stay focused and positive when things get tough.

PPRA: What book or movie could you read or watch again and again?

EF: I admire everything Disney, so I could read Be Our Guest over and over again. No one handles customer service and hospitality better than Disney. My favorite movie has always been Grease – I love the ’50s and every type of musical.

PPRA: What’s your favorite spot in Philly (museum, park, store, etc.)?

EF: My husband and I love a date night at Porcini on Sansom Street. They have the best homemade pasta anywhere, it’s BYOB, and the Sansone brothers make you feel like part of their Italian family. I got engaged there, and my husband and I hosted our rehearsal dinner there.

I think Philly is a great city for kids and families. I love family outings to the Please Touch Museum or the Philadelphia Zoo. I grew up here, and I love taking my children to the same places I enjoyed as a kid.

PPRA: How do you take your cheesesteak?

EF: American cheese, fried onions, and hot peppers.

PPRA: Our PPRA 2017-18 PRoactive partnership is with Tree House Books. What was your favorite childhood book and why?

EF: I have always been a voracious reader, especially as a child, and I love seeing that same quality in my two children now. As a young child, I loved anything by Dr. Seuss or Shel Silverstein. I guess I was drawn to poetry, silly rhymes, and the fun and creativity you could have with words. As I got a bit older, you could always find me with a Babysitters Club Book in my hands. I was at the bookstore the day every new one was released and didn’t leave my room until it was finished.

Public Relations That Stands Apart

By John Latchaw, Devine + Partners

The public relations industry is rapidly changing and we must recognize it. This change is primarily being driven by the continuous decline of print journalism, the shift to digital media and the evolving world of social media and digital communications. Indeed, these days, readers (and our clients’ stories) are moving from physical print to digital “front pages.” So, frame your WSJ above-the-fold ‘wins’ as a relic of the good old days, because from here on out, most of your our client coverage will be in the form of a screen shot.

Digital headlines

Deep breath. Maybe I’m being dramatic.

But, maybe not.

Did you know that 4 in 10 Americans now consume their news via digital sources? And, after reading a NYT article about an internal report titled “Journalism That Stands Apart,” it is apparent that the change is real. The report outlined broad recommendations for The Gray Lady to remain profitable while continuing to provide outstanding journalism.

The report called for sweeping changes from both an internal and external standpoint to achieve this new objective. It said that the Times must “expand training for reporters and editors, hire journalists with more varied skills and deepen engagement with readers… to build loyalty and attract the subscriptions necessary to survive.” The report also points to a demand for a “smaller and more focused newsroom” and an “urgent call for visual journalism.”

And, we thought, if they’re changing, we must too. Here’s what we will be doing about it:

From an internal standpoint…

  1. Expand training for PR employees across the career spectrum: Impolitely, old dogs must learn new tricks. And, new dogs must learn old ones. This means enrolling senior employees in social media and Google Analytics training – and making sure that entry-level staffers know AP style!
  2. Hire people with more varied skills: At D+P, we’re proud of the fact that our team carries a diverse educational background – of course we have journalism and communications pros, but we also have political science majors and even a theater kid lurking in the back somewhere. But beyond that, we should be hiring people who know how to create and edit video content, are Photoshop experts or have coding experience. (Send resumes to jointheteam@devinepartners.com.)

…and, externally

  1. Deepen engagement with journalists to build the relationships necessary to survive: Send your favorite journalist an email when you like their story and talk about what you think–not your clients. Retweet them. These small actions will help build a friendly, yet professional, rapport with journalists that will come in handy when it’s crunch time for landing that big client story.
  1. A smaller and more focused newsroom means your pitches must be more targeted and more relevant than ever before: ‘Nuff said.
  1. An urgent call for visual journalism, beyond including a photo with your pitch: PR pros must make their pitch emails more consumable to digital producers, editors and journalists. Did you know that infographics are shared three times more than other content? And visual information is 650 percent more memorable than written? Invest in the talent to create visual content.
  1. Extend the life of each story with a content management strategy: As the newsroom (and attention spans) shrinks, clients must leverage their earned media coverage by distributing it through branded social media channels, publishing it to owned media channels like a blog post or an e-blast, or through paid channels like social or native advertising.
  1. Take a page from the Times and be bold – with yourself and with your clients: Admit it when a pitch isn’t working. Remember – we are the experts – and our clients rely on us to tell them when a shift in direction, focus, objective or story angle is required.

“Our future is much more digital than print,” Times columnist David Leonhardt, who led the internal review, said. As PR industry experts, we agree – and what’s more, we’re ready.

Note: PPRA is composed of many distinct organizations and individuals, each with different perspectives and specializations in diverse areas of public relations. Many of these members’ websites feature blogs with valuable insights and advice, and we would like to make this content available to you. Periodically, we will repost content from member blogs. If you would like to see your company’s blog considered, email Stephen Krasowski at skrasowski@rmahq.org.

 

The Best Email Marketing Tool You’ve Never Used

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By Tom Tate, AWeber

Many marketers treat email like a religion. Write a series, stick it in an autoresponder, and pray for opens, clicks, and sales.

But what if there was a more effective way to reach conversion heaven? Enter: AWeber’s click and open automations, a new way to send targeted email.

Automations was our largest feature release of 2017, and it was met with a wave of excitement and a tsunami of questions from AWeber customers. That’s why I hosted two live training sessions to walk users through the benefits click and open automations can deliver for their businesses.

Read on for a list of the 10 most popular questions asked during my live training sessions.

What are click and open automations?

Click and open automations present an easy way to tag your subscribers based on the links they click or the emails they open within your automated campaigns. This empowers you to create dynamic segments of subscribers based on their behavior, which allows you to send more targeted emails later. Sending more relevant and personalized content can greatly increase your sales and revenue.

Click and open automations can also trigger a separate email sequence to be sent to a subscriber, or remove a subscriber from an active campaign, which creates opportunities to build more complex email marketing funnels.

What is a campaign?

A campaign is a sequence of automated emails, sometimes called an autoresponder, created in our email automation platform Campaigns. A campaign can be triggered when a new subscriber is added to your email list, or you can trigger a campaign when a specific tag is applied to a subscriber. There is no real limit to how many emails you can add to your campaign.

What’s the difference between a campaign and a follow up series?

There are quite a few differences between a campaign and a follow-up series. Campaigns is AWeber’s new automation platform. You can create multiple campaigns per list, trigger campaigns when tags are applied, and leverage click and open automations.

A follow up series, built using “legacy follow ups,” is simple and reliable, but lacks many of the features found in Campaigns. For example, you can only have one sequence of automated emails per list if using legacy follow ups, and you cannot leverage click and open automations.

To learn more about the differences between a campaign and a follow up series, read our Knowledge Base article.

How can click and open automations trigger email campaigns?

Click and open automations allow you to apply a tag when a link is clicked, or when an email is opened. Because you can trigger a Campaign based on a tag being applied, you can set up automated emails to be sent based on your automations.

For example, if you set up a click automation to apply the tag “webinar” and you have an active campaign that is triggered by the tag “webinar,” a subscriber who clicks on the link will begin to receive the campaign messages.

How do I link campaigns together?

Linking campaigns allows you to send content to subscribers as they need it. For example, if a subscriber successfully finishes a campaign, you may want to trigger a secondary campaign to occur.

Or if a subscriber clicks on a link, you may want to remove the subscriber from the campaign they are in and trigger a different campaign to be sent.

Linking campaigns can be accomplished with tags. By using the “tag applied” trigger for a campaign, you can set a campaign to send only a subscriber receives a specific tag. There are advanced options that allow you to set different inclusions and exclusions based on tags, as well.

Applying a tag using an automation, or at the end of a campaign that corresponds to a different campaign can allow you to easily link sequences together.

What’s the difference between tags and segments?

Tags and segments are quite different. In AWeber, you can search for subscribers that meet a specific criteria. For example, you can search for subscribers that were added in the past 7 days, or subscribers who opened a specific email, clicked on a specific link, or have email addresses that contain gmail.com.

After you execute this search, you can then save it as a segment. This segment is dynamic, meaning subscribers who are added to your list in the future who meet the search criteria will be included in the segment.

Once you have a segment, you can then send targeted one-time broadcast emails to these subscribers.

Tags themselves are not segments, but they are important building blocks to assist you in creating segments. You can search for subscribers who or do not have certain tags, allowing you to create segments based on tags. Tags have other uses, like the ability to trigger a campaign.

How do I create a segment to send one-time broadcasts to?

To create a segment, simply search for subscribers that meet your segment criteria in Subscriber Management. Save your search as a segment. Here’s a quick tutorial on creating segments.

When scheduling your broadcast, select the segment you would like to send to. Here’s a quick tutorial to send to a specific segment.

How do I create a Campaign?

Creating a campaign is simple using our drag-and-drop interface. To create a campaign, simply select Campaigns from the Messages dropdown in AWeber, and click the button “Create a Campaign.”

Name your campaign, select a trigger (the action that will prompt your campaign to start,) and begin creating using the campaign editor.

For a full tutorial on getting started with Campaigns, refer to this article.

How do I create an automation?

Using automations in AWeber’s Campaigns is simple.

When selecting a message within a Campaign, you’ll have the option to add an automation.

Add an automation.

First, select your automation trigger. (We are launching automations with a single trigger – link click triggers – but we’ll be adding more triggers in the coming months.)

Select your automation trigger.

Second, choose “Clicks a link” and then select which link you want to apply this automation to.

Select your links

Now, choose “apply a tag” as your action. Enter what tags you’d like to add or remove if a subscriber clicks this link.

Apply a tag.

Optionally, you can elect to remove a subscriber from the entire automated campaign if they click a link.

Remove a subscriber.

Repeat for other links within your message, as needed.

For more detailed instruction, please visit our Knowledge Base.

How do I copy my legacy follow up series to Campaigns?

There is a feature in AWeber to show your legacy follow up series as a Campaign. This feature does not convert your series to a Campaign, and it does not allow you to take advantage of click and open automations, or triggering the follow up series based on a tag.

To learn more about this feature, please review this article.

If you would like to copy each message from your legacy follow up series to Campaigns, you can copy the messages as drafts and built a new campaign using the copied messages.

Get started with email automation

Getting started with email automation is easier than ever. Sign up for a free trial of AWeber, or hop into your account now, and begin automating your marketing funnel with Campaigns.

Looking for a demo? Watch this recent webinar to see exactly how to set up automations.

Still have questions? Our live customer solutions team is available 4AM-8PM ET Mon-Fri and 9AM-5PM ET Sat-Sun. Contact us by phone, email, or live chat.

Note: PPRA is composed of many distinct organizations and individuals, each with different perspectives and specializations in diverse areas of public relations. Many of these members’ websites feature blogs with valuable insights and advice, and we would like to make this content available to you. Periodically, we will repost content from member blogs. If you would like to see your company’s blog considered, email Stephen Krasowski at skrasowski@rmahq.org.