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From Fragmented to Focused: A Guide to 360 Marketing

Wed, 01 Apr 2026 18:30:46 GMT

Picture a high-budget, blockbuster movie set: cameras rolling, crew in place, actors on their marks… but each scene is shot without a shared script. Siloed marketing can create the same effect–strong individual moments but no cohesive story that drives real impact. The brands that win treat every channel like a scene in a larger story, connecting social, PR, events, and partnerships into a seamless performance. SKC explores how leading companies orchestrate every channel to choreography recognition, trust, and results.

Align Marketing from Day One

The first step to any successful campaign—whether it's a movie shoot or communications plan—is getting everyone aligned. When marketing efforts operate separately, the story loses power. Every channel, from social to partnerships, should work in sync, like a crew bringing a single vision to life.

In 2023, the Barbie movie marketing campaign became a defining cultural moment by aligning every element around a cohesive narrative. The campaign extended far beyond traditional advertising—spanning teaser trailers, social media, retail tie-ins, Google integrations, influencer content, and immersive experiences like the Barbie Dreamhouse on Airbnb. Each touchpoint reinforced the same playful, empowering story, building momentum into a shared cultural moment that engaged audiences everywhere. The takeaway: when every channel is aligned from day one, marketing doesn’t just reach audiences—it surrounds them.

Lead with One Core Message

Once the actors and crew are on set, everyone follows the same script. A strong 360 marketing strategy works the same way. Every channel ladders up to a single, clearly defined brand message. When that message is consistent, each piece of content reinforces the next, making your brand impossible to miss.

Dove ’s 2023 #DetoxYourFeed campaign proved the power of a purpose-driven message done right. Tackling toxic beauty standards, Dove activated across video, social, creator partnerships, PR, and community activations. Across every touchpoint, one statistic anchored the narrative: 1 in 2 girls say social media beauty standards affect their self-esteem. By consistently reinforcing this message, Dove didn’t just drive awareness, it strengthened its credibility around its longstanding commitment to building girls’ confidence.

Extend Campaigns Across Channels

A single campaign idea should travel—across media, social, events, influencer content, and partnerships. Every channel brings the story to life in its own way, like a director capturing the same scene from multiple angles. Together, they build depth, visibility, and momentum

Knorr ’s collaboration with Martha Stewart managed this approach with clarity and scale. A sinle culinary concept was extended across TikTok videos, QR‑linked CTV ads, DOOH placements, creator partnerships, and social content.

Each was tailored to the platform while reinforcing the same core idea. Rather than repeating the message, each channel added a new entry point, meeting audiences in different moments and formats while building a cohesive, recognizable campaign. Scale doesn’t come from doing more—it comes from extending one strong idea with precision.

Adapt Content Without Losing Focus

Every marketing channel calls for its own format, tone, and rhythm—from short-form video to long-form storytelling. Like actors adjusting their performance across scenes, content should adapt to the environment while staying true to the core message.

Alo Yoga ’s “Move Into Wellness” campaign showed how a story can translate across formats without losing clarity. On TikTok, the brand partnered with yoga and wellness creators to share morning routines, meditation sessions, and day-in-the-life content designed to feel native to the platform. While the execution shifted to match audience behavior, the underlying message remained consistent, allowing the campaign to feel both authentic and cohesive.

Track Results That Matter

Directors don’t just film a scene and move on—they review the “dailies” to decide what’s working and what needs refining. Integrated marketing is no different. The focus isn’t just on activity, but on outcomes, tracking reach, engagement, leads, and conversions to understand which efforts truly drive impact.

For STARLUX Airlines’ Seattle launch, SKC focused on outcomes that mattered most. Coordinated storytelling, timed media outreach, VIP activations, and cultural moments generated widespread coverage and strong social buzz—and, more importantly, a measurable lift in customer inquiries and bookings. The campaign demonstrated how an integrated approach translates directly to business results.

Integrated marketing works when every channel, message, and touchpoint aligns. Successful brands that do this well don’t just show up everywhere, they show up with purpose, turning coordinated efforts into sustained visibility, trust, and growth.

Ready to direct your brand story into a blockbuster hit? Click the button below for a free consultation:

Beyond the Scroll: Turning Content Engagement Into Market Influence

Tue, 10 Mar 2026 19:00:24 GMT

The internet doesn’t have a content problem. It has an influence problem.

Brands generate millions of likes, views, and impressions every day. Yet those numbers rarely build trust or change how people choose.

The brands pulling ahead use content differently. They publish with purpose—reinforcing credibility, sharpening differentiation, and shaping perception. In this blog, we highlight several approaches brands use to turn engagement into real influence.

Engagement Alone Isn’t Enough

Likes, shares, and clicks can make content look successful. But numbers alone don’t show what a brand stands for. The real test is simple: does your content give people a reason to trust you—and choose you?

In 2026, Duolingo went beyond a typical Super Bowl spot. When Bad Bunny took the halftime stage with a Spanish-language performance, the company launched “Bad Bunny 101,” teaching fans key Spanish phrases before kickoff. Instead of relying on a single in-game ad, Duolingo spread the campaign across playoff broadcasts, audio, and out-of-home placements. The result was a clear jump in new Spanish learners. The campaign connected a cultural moment directly to the product—and turned curiosity into action.

Find Formats That Deliver

Not every format works for every audience. Content should serve a clear purpose, not just follow a trend. The right format helps people understand what you offer, and why it matters.

When MasterClass expanded into corporate learning with MasterClass at Work, it changed its approach. Instead of celebrity trailers, the company focused on executive webinars, HR case studies, LinkedIn thought leadership, and sales materials. The audience had changed. Corporate buyers wanted proof, practical guidance, and clear results. By shifting formats, MasterClass positioned itself as a serious enterprise partner, not just a consumer brand.

Tell Stories That Go the Distance

A clear story travels well. Without one, expansion into new markets can scatter your message. With one, every channel reinforces the same idea.

In 2023, Rivian launched its “Forever” campaign, built around a simple promise: electric vehicles designed to protect the planet for future generations. The message appeared in ads, sustainability reports, executive interviews, investor updates, and events. Each format looked different, but the story stayed the same. That consistency strengthened Rivian’s identity as both an adventure brand and a climate-focused company.

Create Content That Clicks

Even a strong story can fall flat if it ignores the platform. Content that doesn’t match audience habits feels forced. The best brands adapt their tone, pacing, and style to fit how people actually engage.

Alo Yoga ’s 2022 “Move Into Wellness” TikTok campaign did exactly that. Instead of repurposing polished ads, Alo worked with yoga instructors and wellness creators who already understood the platform. Morning routines, meditation sessions, and day-in-the-life videos featured Alo apparel naturally. The posts looked and felt like typical TikTok content. That authenticity helped the campaign resonate with the audience it wanted to reach.

Make Consistency Count

Influence builds over time. Brands earn it by showing up again and again—and backing their message with action.

With SKC’s guidance, STARLUX Airlines built a clear voice across its U.S. launches. For the Los Angeles inaugural flight, SKC organized media partnerships, immersive events, and storytelling around the founder’s vision of affordable luxury. The launch generated 646 million media impressions and strong bookings. SKC used the same playbook for San Francisco, Seattle, and Ontario. Each launch reinforced the same message, and strengthened the airline’s presence in the U.S.

Content can attract attention. Influence changes how people think, and what they choose. The brands that win use content with intention. They focus on the right formats, tell clear stories, and show up consistently. Over time, attention turns into trust—and trust turns into action.

Ready to turn engagement into influence? Click the button below for a free consultation:

Introducing the New SKC: Strategic Storytelling, Lasting Impact

Mon, 09 Feb 2026 18:38:04 GMT

A rebrand is more than a new look. It’s a renewed promise. And there’s no better time for renewal than the start of a new chapter. To kick off Q2 in 2026, SKC embraced that spirit with a refreshed identity that stays true to our roots as a strategic storytelling agency unlocking brand potential and inspiring positive influence.

Our new brand identity and redesigned website bring our vision, mission, and values to life with clarity, energy, and purpose—setting the tone for the year ahead. In this blog, we explore what makes a rebrand truly meaningful at moments of new beginnings and how SKC is bringing these principles to life in our next chapter.

Evolve Your Brand With Purpose

The early months of a new year invite reflection, growth, and reinvention, and so too can a purposeful rebrand. SKC approached our own evolution with that same intentional mindset. We didn't chase trends or swap logos for the sake of it; we transformed our brand to better express who we are today and the impact we’re ready to make tomorrow.

Our new logo—a bold combination mark that fuses our initials with a joyful, dancing figure–embodies this spirit of creativity, positivity, and movement. Every curve and angle signals momentum and optimism. It’s a living symbol of innovation and of the joyful impact we bring to every client partnership.

Ground Your Identity in Story

A fresh chapter is the perfect time to revisit your brand story. Does it reflect your purpose and impact? For SKC, asking this question reaffirmed what we’ve always celebrated: strategic storytelling that drives lasting impact.

Since our founding in 2009, we’ve believed that thoughtful, purposeful narratives can unlock brand potential. Today, that vision has evolved to become more personal, nimble, and client-focused than ever. “Kismet” sits at the heart of our story. Originally Sim-Krause Consulting, SKC now playfully hints at “Simply Kismet Connections”—our belief in fortuitous partnerships that align purpose and possibility. Through serendipity, we’ve connected with clients and partners whose missions amplify meaningful influence. Guided by a diverse team of strategists, creatives, and storytellers, we craft enduring narratives that create connection, credibility, and change well beyond any single campaign.

Guide Every Experience With Pillars

Growth that lasts starts with a resilient foundation. SKC’s brand pillars are that foundation, shaping how we communicate, collaborate and deliver.

Purposeful. We create communications that drive meaningful outcomes–where clarity outweighs complexity and meaning guides every move.
Boundless. With a global mindset and deep U.S. and Asia Pacific we connect ideas and audiences across cultures and markets.
Excellence. Inspired by the intersection of art and science, and anchored in strategy, we elevate every engagement to motivate change and deliver enduring value.

When pillars guide experience, brands enter the year aligned, focused, and built for long-term growth.

Bring Your Strategy to Life Digitally

When it’s time for a rest, refreshed spaces matter—and for SKC, that meant reimagining our digital home. Our redesigned website brings our strategy to life, where audiences can experience who we are and how we work.

Every detail, from navigation and layout to language and imagery, was intentionally designed to reflect our purpose and point of view. More than an update, it’s a storytelling platform that mirrors how we partner with clients: strategic, thoughtful, and focused on impact.

Just as a period of renewal inspires momentum, our digital presence now sets direction—a foundation delivering meaningful influence across every platform we touch.

Craft a Voice That Builds Connection

Intentional evolution invites us to speak with greater clarity and conviction. SKC’s rebrand refines how our voice shows up: confident yet approachable, strategic yet human, and designed to connect with authenticity.

Our voice radiates confidence, warmth, and energy—expert and motivating, yet approachable and friendly. Our color palette, bold red for action and yellow for optimism, captures that spirit visually, reflecting our personality in color.

Vibrant, intentional, and playful, our language brings strategy to life in genuine and engaging ways. Every interaction carries clarity, enthusiasm, and the promise of the SKC brand.

Deliberate evolution matters—and SKC’s rebrand shows the power of aligning strategy, voice, and experience. When purpose drives every choice, connection follows.

Ready to reimagine your brand story? Let’s shape strategies that inspire, connect, and last. Click the button below for a free consultation:

AI in Marketing: Power Up Without Losing the Human Touch

Wed, 14 Jan 2026 23:23:32 GMT

AI has entered marketing like an all-purpose, high-octane oscillating saw—fast, versatile, and impossible to ignore. It can draft content in seconds, surface insights in minutes, and take repetitive tasks off your plate. But just because a tool is powerful doesn’t mean it’s right for every job. In marketing and communications, knowing where AI helps and where it doesn’t can be the difference between messages that feel sharp and those that feel hollow. In this blog, we explore how brands can use AI to work smarter without losing the human judgment, creativity, and connection that make communication truly effective.

Power Up the Heavy Lifting

In the marketing toolbox, AI functions like a power drill that’s built to handle the heavy lifting. It’s especially effective at drafting early content, summarizing research, pulling analytics, and streamlining reporting and operations. These tasks don’t require deep judgment, but they do demand time and precision. By taking on the repetitive work, AI frees your team up to focus elsewhere, like the strategy and creativity that actually moves the needle.

Shopify’s AI Store Builder shows this in action. Instead of spending weeks drafting product descriptions, structuring pages, and building content from scratch, marketers can now enter a few descriptive keywords about their brand and products, and AI generates multiple complete storefronts—headline copy, product language, imagery, layout, and structure included. What used to be a slow, manual content-building process becomes a fast launchpad, giving teams a ready-made first draft to react to. AI functions at its best when it accelerates execution and reduces friction—as Shopify’s AI Store Builder shows—but the real magic comes from human judgement in shaping the final brand experience, messaging, and strategy.

Measure What Actually Matters

When it comes to understanding what’s working, AI acts like a measuring tape. It provides clear readings across audience behavior, trend signals, and performance data, helping teams assess where things stand and how they’re shifting. AI excels at scanning massive amounts of information and uncovering patterns that inform smarter, more confident decisions. But measurements alone don’t create strategy. Human marketers still determine how to interpret those signals and decide what adjustments matter most in the bigger picture.

Netflix, for example, doesn’t just recommend titles. The streaming giant curates the entire browsing experience using AI to understand what actually grabs attention. Its personalization engine analyzes audience behavior to identify which creative cues drive engagement, from thumbnail visuals to how content is presented. For marketers and PR teams, this offers a clear lesson: AI can evaluate potential headlines, story angles, visuals, and campaign assets to determine what’s most likely to land with your target audience. Like a measuring tape, AI helps you map out a room, read the space, and understand patterns at scale—all helping you build smarter, data-driven decisions.

Master the Small Strokes

Some parts of marketing demand the precision of a fine brush, and that’s where AI struggles. Nuance, tone, cultural context, and emotional intelligence require careful, deliberate strokes that algorithms can’t fully replicate. AI may generate language quickly, but it often lacks the sensitivity needed to know when to soften a message, pause, or say less. Without oversight, AI-generated copy can feel imprecise or off-brand. Precision work still requires a human hand guiding the details.

Nike’s “ Never Done Evolving ” campaign shows AI at its best—as a tool, not the artist. Decades of Serena Williams’s match footage were analyzed by AI to simulate a virtual tennis match between her younger and current self, creating visuals that were impossible with traditional methods. AI painted the strokes quickly and with technical brilliance, but it couldn’t decide what to highlight or how to make it feel meaningful. That’s where humans stepped in to shape the narrative, select the emotional beats, and ensure the story landed across cultures. AI amplified creativity, but the subtlety, nuance, and context that make the message truly powerful came from human hands.

Build Trust by Hand

In marketing, machinery and tools can handle the heavy lifting behind the scenes, but building trust requires the human touch. Trusted relationships with media, partners, and industry communities are built through face-to-face interaction, consistency, responsiveness, and genuine connection over time—things no algorithm can replicate.

That’s exactly what SKC brought to our client Taiwan Excellence’s return to InfoComm after a nine-year absence. More than a comeback, the event was a defining opportunity to reintroduce Taiwan’s AV innovation to a global audience. Meeting that moment required more than speed or automation. SKC led with human-driven engagement—designing in-person experiences, facilitating executive-level conversations, and nurturing media relationships through thoughtful, real-time interaction on the show floor. Behind the scenes, AI powered research into industry trends, surfaced timely potential news hooks, and supported content ideation like a reliable drill or measuring tape. But trust was earned through face-to-face dialogue, cultural fluency, and follow-through. In the end, AI strengthened the toolkit—and the handshakes are what made the work matter.

Lay Out the Blueprint

The best results happen when humans hold the blueprint and AI supports the construction. Strategy, creativity, and decision-making must remain human-led, with AI surfacing insights and expanding possibilities. When positioned this way, AI becomes a powerful extension of the team rather than a shortcut around thinking.

Take H&M’s AI digital twins campaign as a standout case of humans steering AI tools effectively. For a recent fashion rollout, the brand used generative AI to create hyper‑realistic digital twin models that could pose, move, and showcase diverse styles, generating a massive library of visual assets in record time. But AI didn’t dictate the story. Creative teams collaborated closely with technologists to ensure each digital twin still reflected the individuality and style of real models, while also crafting the campaign’s narrative, direction, and overall tone. Here, AI acted like a master builder’s support team, speeding up production and expanding creative options while human strategists held the blueprint. The result: a bold, dynamic campaign that combined speed, scale, and unmistakable brand personality.

AI is a powerful addition to the marketing toolbox, but it’s just one tool among many. When humans steer strategy, creativity, and relationships, AI kicks execution into high gear. The brands that shine are the ones that combine technology with human intuition, turning smart tools into stories that stick, connections that count, and campaigns that champion creativity.

Ready to put AI to work for your marketing without losing the human touch? Click the button below for a free consultation:

Breaking Into U.S. Media: What Asian Brands Need to Know

Wed, 10 Dec 2025 00:41:52 GMT

Breaking into U.S. media can feel a lot like stepping onto a brand-new playground full of swings, slides, and opportunities, but with rules you might not know yet. What counts as news at home in Asia might barely make a ripple across the Pacific, and pitching stories can feel like learning an entirely new game.

The good news? Once you understand the rules—how to think like U.S. editors, set realistic expectations, and work closely with your agency partner—that tricky playground turns into a place to show off your brand’s best moments. In this blog, we explore five practical tips to help Asian brands climb higher, slide smoother, and jump farther toward meaningful media coverage in the U.S.

Climbing the U.S. Media Jungle Gym

Scaling the U.S. editorial landscape means swinging yourself up rung by rung—knowing what counts as news, how editors move, and which stories get noticed. Laneige , the South Korean skincare brand known for its iconic Water Sleeping Mask, knows how to navigate this jungle gym with skill. When launching in Sephora and rolling out new hero products, the Laneige team combined timely, newsworthy hooks with engaging campaign language like “overnight hydration magic.” Instead of relying on gift-giving or paid coverage, the brand leaned into moments that made editors pause mid-climb, look, and write. Its strategic PR and marketing efforts have earned top-tier coverage in outlets like Vogue, Harper’s Bazaar, and Glossy, showing how well-executed campaigns can capture mainstream editorial attention. Each launch was timed with a clear narrative and a newsworthy hook: innovative formulations, influencer collaborations, and K-beauty relevance. By choosing the right rungs to climb, Laneige scaled the U.S. editorial jungle gym with confidence. Brands that learn how to reach the right spots can scale successfully, too.

Staying Steady on the Balance Beam

Entering the U.S. media playground means finding your footing on the balance beam, choosing which stories will land and avoiding those that might wobble. Many Asian brands are used to coverage for nearly any milestone: new hires, office openings, or minor product tweaks. In the U.S., editors prioritize stories with broader relevance and anchored in trends, data, and local or cultural significance.

SKC client Vigloo is a masterclass in staying steady. The global, mobile-first platform for vertical dramas is riding the micro-drama wave, launching the first fully AI-visualized vertical series and also offering a wide range of short-form content for U.S., Korean, and international audiences. With SKC’s strategic PR support, Vigloo has earned high-profile coverage in top-tier outlets including Forbes, Variety , and Deadline , reinforcing strong visibility and credibility. Instead of pitching “just another launch,” Vigloo offered a timely, culturally relevant story at the intersection of technology, entertainment, and global storytelling. Brands that master this balance capture attention and stay steady without tipping over.

Pitching Your Story Across the Field

On the U.S. media playground, stories move fast—and when the field is crowded, every pitch counts. Editors juggle crowded inboxes, tight deadlines, and dozens of competing stories. A pitch that’s sharp, concise and timed right is the one that gets read.

UNIQLO , the Japanese apparel brand known for its minimalist LifeWear, has become a global staple, and its U.S. expansion shows why. When UNIQLO announced 11 new stores across major American cities, the timing landed perfectly. U.S. shoppers were seeking accessible, high-quality basics. Knowing how to pitch a fastball into home-run coverage, its PR team secured coast-to-coast press. National coverage framed the move as renewed retail momentum, while local and industry stories like Time Out and Retail Dive celebrated the brand’s long-awaited arrival. The press release was concise, mission-driven, and newsworthy: “bringing LifeWear to more Americans in prime urban hubs.” This clear message turning a store-opening pitch into a broader story about global retail investment in U.S. cities.

Each element, from the news hook, timeliness, and clear “why this matters now,” gave editors exactly what they needed. UNIQLO played the media game with precision, making it easy for editors to cross home plate. Thoughtful, well-timed outreach like this keeps your stories in play, and winning headlines.

Jumping Between Cultures with Ease

Navigating media across different countries can feel like hopping from one piece of playground equipment to another. What works on the swings in Asia might not make sense on the slides in the U.S. In many Asian markets, hospitality, personal rapport, and gift-giving are key ways to connect with journalists. In the U.S., meaningful relationships still matter, but editors expect professionalism, transparency, and a clear separation between editorial content and advertising.

Tatcha shows how to stick the landing safely. With founder Vicky Tsai at the helm, the brand moves seamlessly between its Japanese beauty roots to U.S. editorial expectations, sharing ingredient stories and cultural insights through thoughtful narratives and interviews that respect the U.S. playground rules. When Tatcha launched at over 1,400 Ulta Beauty stores, it highlighted traditional ingredients like rice, algae, and green tea paired with modern skincare science. Media coverage celebrated both the brand’s Japanese heritage and its relevance to American consumers, creating stories that felt authentic and impactful. By balancing these worlds and leveraging Tsai’s Asian American identity, Tatcha built trust and credibility without forcing cultural norms. The result? Media coverage that’s genuine, culturally respectful, and perfectly balanced—mastering the jump between swings and slides without a stumble.

Tagging Your Agency to Bridge the Gap

Entering a new media landscape is a lot like a fast-paced game of “tag” on a sprawling playground. Knowing when to run and who’s “it” can make all the difference. Founded in 2013 in China as Huami Corp, Zepp Health has quickly grown into a global leader in smart wearables and health technology, shipping over 200 million units and serving 42 million daily active users across more than 90 countries. To navigate the U.S. market and unify its diverse portfolio under a cohesive corporate story, Zepp Health tapped SKC as its strategic teammate. Together, we built a tag-team strategy: a full-scale messaging framework, press materials, and ongoing media programs for sub-brands like Amazfit and Zepp Clarity. When Zepp launched new products, SKC’s media expertise helped the brand “tag” the right editors, turning each announcement into timely, newsworthy coverage, from product reviews in top-tier outlets to CES showcases. By treating SKC as a partner rather than just a messenger, Zepp Health moved confidently across the playground. Playing in sync with your agency can turn complex launches into clear, compelling, high-impact coverage.

Mastering the U.S. media playground means knowing which swings to jump from, which slides to speed down, and when to tag your agency in. Brands that combine editorial smarts, realistic expectations, timely pitches, cultural awareness, and strong agency collaboration can navigate the playground with confidence. Play by the rules, tell your story well, and your media wins will follow naturally.

Ready to make U.S. media work for your brand? Click the button below for a free consultation:

From Kickoff to Touchdown: Tips for a Winning PR Agency Partnership

Wed, 26 Nov 2025 00:54:23 GMT

Public Relations isn’t a solo sprint—it’s a team sport. When everyone’s working toward the same end zone, your PR agency isn’t just running drills in the background. They’re helping you design the playbook, read the field, and move the ball toward the goal. And just like any great team, success comes from both sides working in sync.

When communication flows, expectations are aligned, and everyone is clear on the game plan, it becomes much easier to move the ball down the field together. In this blog, we’re sharing five tips to turn your PR partnership into a smooth, results-driven collaboration—and help you run up the score.

Set the Play with Realistic Expectations

Like a marathon, PR is paced, strategic, and built for endurance. Coverage grows week by week and month by month. The most successful campaigns begin with a shared understanding of what’s realistic, so every step builds toward steady, lasting momentum.

SKC client E.SUN Bank ’s new Dallas, Texas, branch launch was a textbook team play. By working hand-in-hand with our team to provide timely feedback and closely coordinate key messaging, E.SUN scored strong media coverage while spotlighting its commitment to Taiwanese investment, innovation, and community growth in one of the U.S.’ most dynamic regions. With both sides aligned on realistic timelines and the overall game plan, the launch felt like a well-orchestrated drive rather than a last-minute scramble. Treating PR as a full season strategy helps companies build visibility, credibility, and engagement quarter by quarter, turning small plays into big wins that keep the scoreboard climbing.

Position the Team with a Strong Foundation

Before you hand the ball to your PR agency, make sure your team is already in position. Products, spokespeople, messaging, and internal approvals should be locked in and ready so campaigns can move down the field without fumbles.

Take Casper ’s 2022 Dream Machine campaign as an example. By finalizing product details, visuals, and messaging with their agency well in advance, the campaign execution focused on what mattered most—showcasing the craft and science behind Casper’s mattresses. Proactiveness signals that your brand is organized, professional, and media-ready. When your team and agency are aligned from the start, campaigns run more smoothly, media relationships are strengthened, and your stories have the best chance to score big with the right audience.

Stay in the Game with Active Partnership

PR agencies perform best when clients are fully in the game. Staying engaged—by sharing customer stories, brand insights, or interview availability, for example—gives the agency the fuel it needs to craft compelling pitches and land meaningful media placements. This active involvement turns raw material into winning plays, such as through Warby Parker ’s “Wearing Warby” series. This long-form campaign highlighted real customers’ stories in blog posts and video interviews, helping their agency tell authentic, human-centered narratives that go beyond product features.

Delays in feedback or information are like dropped passes—they slow down momentum and reduce impact. Responsiveness keeps the play moving by delivering speed, context, trust, and the building blocks for storytelling. In our experience, partnerships where both sides communicate openly lead to more creative, timely, and high-impact campaigns.

Trust Your Agency Quarterback’s Expertise

While you know every inch of your brand, your PR agency brings the media-savvy playbook that helps your biggest stories land. Earlier this year, Everlane leaned into a refined, “clean luxury” narrative, shifting from simple basics to a sustainability-forward, design-focused identity. By trusting its agency to shape this evolution, Everlane has secured thoughtful coverage in lifestyle and business media, focused on both its products and purpose.

Client input is still crucial, but giving your agency the space to steer the broader narrative is like letting the quarterback call the play. As the client and coach, you set the goals, but your agency’s expertise moves the team down the field. The result? Thoughtful storytelling that can elevate your brand from “just another DTC label” to a mission‑driven, design‑led leader like Everlane.

Strategize Championship Wins with Your Agency

A PR agency isn’t just a team that executes tasks. We’re your strategic partners who help shape your messaging, campaign timing, and big-picture communications. Patagonia , for instance, worked hand-in-hand with its agency to develop campaigns that advance environmental advocacy. Its “Blue Heart” initiative released a documentary and mobilized public support to protect Europe’s wild rivers from dam construction, pairing powerful storytelling with meaningful action.

When agencies are included in strategic discussions, they can anticipate opportunities, design proactive campaigns, and align communications with long-term goals. Collaborating in this way transforms PR into a lever for credibility, purpose, and measurable impact, helping your team play for the championship rather than just the next down.

Strong PR is built on collaboration, preparation, and trust. When you and your agency work as true partners, campaigns become stories that resonate, inspire, and create lasting impact. Staying engaged, responsive, and open to your agency’s expertise ensures your brand’s voice reaches the right audiences at the right time, turning every opportunity into a win.

From Asia to America: Don’t Just Show Up, Show Up Ready!

Tue, 07 Oct 2025 21:48:21 GMT

The U.S. remains a top destination for Asian companies expanding globally. At the Asia GO IPO Summit 2025 , hundreds of private firms gathered to learn how to build brand visibility and investor confidence, showing strong appetite for the American market. Yet with its vast, competitive landscape, entering without a solid communications strategy is like running a marathon without shoes. Ambition may spur momentum but it simply isn’t enough to go the distance.

Despite the immense business opportunity, communications and marketing strategies frequently trail behind. Launching into the American market risks being met with silence, missing the opportunity to build critical media relationships, or creating unrealistic expectations due to miscalculations of the U.S. media landscape. These missteps, well documented by Forbes, in How Global Brands Can Avoid Cultural Missteps in New Markets , threaten even the most promising initiatives. These three often overlooked yet essential communications considerations can determine whether a new U.S. entry fades quickly or achieves launch success.

Tell a Story, Not Just a Press Release

Entering the U.S. market isn’t just about announcing your arrival. It’s about telling a story that resonates. Your company is nuanced, and so should be the narratives you tell. What makes your brand compelling and distinct? Do you have a viewpoint that contributes to your industry or current events? Are you solving a problem in a way that challenges convention or reframes expectations?

SKC client AQT exemplifies this approach. Though previously unknown in the U.S., its products and clear storytelling spotlighting its MESP purifiers proven to kill 99.9% of COVID virus rapidly built credibility, earned media attention, and secured distributor interest within days. Stories rooted in vision and purpose can open doors to media and audiences, but only when anchored by clear messaging and a strategy that keeps the brand relevant.

Fame Is Fleeting: Your Communications Must Evolve

A one-hit wonder may work in music, but in business? It’s rarely enough. While Apple’s first iPhone launch is often cited as a masterclass, generating massive coverage and global buzz, it’s the exception, not the rule. For most brands, especially new entrants, success is built over time. And now that attention spans are shorter than ever, what worked at launch won’t sustain you.

SKC client STARLUX Airlines is a prime example. After their initial 2023 LAX launch, STARLUX kept delivering milestones, upping their momentum with new destinations, strategic partnerships, and ongoing media coverage, clearly demonstrating its commitment to the U.S. market. Your communications and marketing strategy must evolve alongside your company. That means investing in ongoing storytelling, thought leadership, and audience engagement. It’s not just about being seen but being remembered.

Cover the Basics and Be Launch Ready

Misunderstanding media expectations, like assuming a press release guarantees earned coverage, is a common pitfall. U.S. media values relevance, relationships, and resonance. Localization goes beyond language to include emotional and aspirational connections that speak specifically to American consumers. And in today’s global digital landscape, your communications strategy has to reflect borderless visibility. If your news matters regionally, adapt the messaging to fit their audience.

Before professing, the fundamentals must be flawless: a polished, localized website and materials that are clear, culturally relevant, and tailored to the U.S. Executing these basics, along with compelling storytelling, sets the foundation for real traction and ensures that content hits its mark. SKC’s work with Zepp Health is a case in point.

The partnership began by rolling out a unified messaging hierarchy across Zepp Health and its sub-brands– Amazfit , Zepp Clarity , and Zepp Aura –allowing each brand to shine individually while reinforcing the parent identity. This groundwork enabled faster launches and consistent narratives across channels, driving increased media traction, in top-tier outlets like Engadget and Yahoo! Health, stronger U.S. brand recognition, and standout coverage, including notable attention during CES.

At SKC, we’ve helped empower clients to launch and expand in the U.S. market with clarity, credibility, and momentum. Whether you're entering the market for the first time or building on existing visibility, the right communications foundation makes all the difference!

Ready to transform your PR and marketing? Click the button below for a free consultation:

Digital Advertising and the Power of Precision

Thu, 04 Sep 2025 22:54:31 GMT

Digital ads don’t have to be the pop-up nobody asked for. When done right, they’re more like a friendly tap on the shoulder—relevant, timely, and actually useful. When you get it right, your ads stop feeling like interruptions and start feeling like helpful conversations. In this blog, we’ll explore five smart, actionable strategies that brands use to transform digital ads from background noise into meaningful, memorable connections.

Invite the Right Audience In

Great targeting isn’t about shouting at the masses, but about curating a crowd that actually wants to show up. Picture your campaign as an exclusive party: who’s on the guest list, and why will they want to attend? SKC client STARLUX Airlines showed how this concept can come to life with its out-of-home advertising campaign at Seattle-Tacoma International Airport (SEA). As part of the airline’s Seattle route launch, SKC crafted creative messaging and secured premium ad placements across high-traffic areas—including SEA’s skybridge, parking garage, terminals, and baggage claim—to reach travelers most likely to value a premium transpacific experience. The campaign achieved more than 22.7 million impressions in its first month and established strong brand recall among both domestic and international passengers. By taking the time to handpick your audience, your ads can resonate on a deeper level and create a connection that lasts.

Turn Ads Into Conversations

Audiences will scroll past “sales-y” ads in seconds. What makes them pause is something that feels personal. That’s why the strongest campaigns speak to people, not at them. Purple ’s “Mattress Finder” brought this idea to life by replacing static banners with a conversational display ad. Instead of pushing products, the ad asked users about their sleep habits and comfort preferences, then guided them to the right mattress like a trusted friend. The results? People spent over a minute engaging with the ad, and 60% clicked through to product pages—far outperforming expectations. By swapping hard sells for dialogue, Purple turned an ordinary ad into an experience worth stopping for.

Speak the Language of Each Platform

Every social platform has its own personality, and the brands that thrive know how to match its mood. What feels natural on Instagram might fall flat on LinkedIn, and vice versa. Glossier gets this balance just right. On Instagram, the brand leans into user‑generated content and candid product shots featuring real customers, skipping the overly staged, studio-perfect look. The posts feel like they belong in a fan’s feed, yet still grab attention and drive three times more engagement than traditional ads. Creating content that feels native to each platform helps to avoid the awkward “one-size-fits-all” trap and show up in the way your audience actually wants.

Tweak the Details for Big Wins

Digital advertising thrives on curiosity. A/B testing is your playground—change a headline, tweak an image, or reword an offer to see what sticks. Blue Apron runs this kind of experiment across everything from email campaigns to website layouts, constantly tinkering to discover what customers like most. Sometimes it’s as simple as changing a discount from “Save 10%” to “Get 10% Off,” but those small tweaks can deliver big results. The secret is to never assume you’ve found the final winning formula. Keep testing, keep measuring, and let each change guide you toward campaigns that hit harder and convert smarter.

Let Data Keep the Beat

Great marketers are like DJs, spinning campaigns while keeping an eye on the crowd. Analytics show you what’s working and when to switch up the tempo to keep the energy high. Nike conducts this system masterfully by using live event monitoring and social listening to push real-time ads. When a game highlights or athlete moment trends, Nike pivots almost instantly to stay relevant, such as with its 2014 World Cup “Phenomenal Shot” campaign. By leveraging trending data, the brand delivered dynamic 3D display ads featuring Nike athletes just seconds after standout plays. The takeaway? When you move with the moment, your campaigns will leave audiences wanting an encore.

Every ad has a chance to make an impression, so why waste it? Tailor your targeting, deliver authentic conversations, and keep experimenting to turn your campaigns into nimble, engaging experiences.

Ready to transform your digital advertising into meaningful results? Click the button below for a free consultation:

Personas and the Science of Customer Connection

Tue, 05 Aug 2025 23:33:53 GMT

Personas are your secret weapon for humanizing marketing. They tell you where your audience is coming from, what they care about, and how to reach them on their own terms. When done right, personas transform your strategy from generic to genuine, helping you craft campaigns that hit home and keep people coming back. In this blog, we’re exploring five smart, practical ways to use personas like a pro and keep your brand right where it belongs—on your customer’s radar.

Marketing That Speaks to Feelings

Demographics used to drive marketing. While knowing your audience’s age, location, or job title is still useful, great marketing goes deeper. People don’t make decisions solely based on data points. Our choices are also guided by how something makes us feel, and personas are the tools that help you uncover these deeper emotional truths. Does your audience crave belonging or rebellion? Security or self-expression? Take Oatly , for example. The company may sell oat milk, but the brand rallies a community of eco-conscious, status-quo-challenging consumers with irreverent messaging that taps into the desire to stand for something bigger. By going beyond the basics to unlock what your audience feels—not just what they need—you’re on the way to creating marketing that sticks.

Stories That Bring Customers To Life

Raw data can tell you who your customers are, but stories reveal why they care. Personas transform those spreadsheets and surveys into living, breathing characters with hopes, frustrations, and dreams. By mapping narrative journeys, you move beyond generic messaging and start crafting experiences that feel personal and authentic. SKC client Taiwan Excellence brought this to life at InfoComm 2025, where interactive booth experiences, like speaker sessions, competitive games, lucky draws, happy hours, and prizes, were designed entirely around the InfoComm audience. Every element was crafted to engage real people with real interests, gathering valuable insights and creating moments that mattered. Stories are proof of understanding, creating a bond built on shared values and real experiences. When you use personas to power storytelling, you do more than grab attention—you build loyalty that lasts.

Growth That Minimizes Guesswork

Every brand wrestles with the same question: where should we spend our limited time, budget, and energy? Personas help make that choice clearer. Instead of treating all prospects the same, they help you zero in on the audiences that actually move the needle for your business. Figma , for example, focuses on collaborative design teams at fast-growing companies, and tailored its product features and sales strategy to those high-value accounts accordingly. This doesn’t mean ignoring the rest of your prospective customers. It just means investing intelligently and putting your biggest bets where they’ll pay off the most. With persona-driven insights, marketers can stop guessing, sharpen their targeting, and scale more sustainably by putting resources exactly where they matter most.

Testing That Learns While It Runs

Personas shouldn’t be locked into a one-and-done profile—they’re springboards for smart, dynamic, and ongoing experimentation. Whether it’s tweaking a subject line or switching up creative formats, persona-led targeted tests help you figure out what clicks and what doesn’t. Duolingo puts this approach into practice by tailoring gamification features and notification styles for different learner personas, from casual dabblers to dedicated polyglots. Each group gets a finely-tuned retention strategy designed to mirror what motivates them. This iterative test-and-learn process not only hones individual campaigns but also evolves your personas, keeping your marketing sharp, insights fresh, and connection with customers strong.

Personas Transform Routine Into Strategy

Too often, personas sit forgotten in outdated presentations instead of joining a brand’s daily playbook. When fully embraced, personas stop being “nice-to-haves” and start guiding every decision: brainstorming sessions, creative briefs, campaign plans, and even product design. Embedding personas into everyday workflows ensures that teams across marketing, product, and sales are aligned around a shared understanding. Hims & Hers exemplify this approach by weaving health and wellness personas into every ad test and creative campaign, crafting empathetic, stigma-free messaging across all touchpoints that reaches diverse audiences authentically. Making personas part of routine processes transforms customer focus from a corporate buzzword into a tangible advantage, driving consistency and meaningful connections every step of the way.

When personas come to life, they energize every part of your marketing. By putting real people at the center of your strategy, you craft campaigns with heart, focus your resources wisely, and stay nimble in a world that’s always shifting.

Ready to turn customer insights into real marketing impact? Click the button below for a free consultation:

AI and the Art of Marketing: Supercharge Your Campaigns with Smart Technology

Mon, 07 Jul 2025 00:57:21 GMT

Think of AI as your marketing sidekick—clever, tireless, and ready to turn everyday strategies into smarter, more personalized customer experiences. From advanced targeting and hyper-personalization to real-time adjustments and predictive insights, AI helps brands move with precision. Want to make your budget go further or offer nonstop customer support? AI is already on it. This month, we’re spotlighting six impactful ways to leverage AI’s superpowers in your marketing strategy and boost engagement, efficiency, and results.

Unlocking Your Customers’ Next Move

AI takes the guesswork out of marketing. Today’s smartest marketers don’t just hope someone’s interested—they already know. By analyzing behaviors like past purchases, site visits, browsing patterns, and engagement history, AI can predict what your customers are likely to do next. That means you’re not just targeting anyone who clicks an ad, but zeroing in on the people most likely to convert, subscribe, or buy. It’s marketing with precision. Just look at Stitch Fix . The brand uses AI-powered recommendations and style preferences to predict clothing picks for each customer, delivering a tailored experience that keeps people coming back. With predictive analytics, marketers can sharpen their focus, cut through the noise, and deliver the right message to the right person at exactly the right time.

Making Every Ad Dollar Count with Real-Time Data

Bigger budgets don’t always mean better results. Smarter spending, however, does. That’s where AI steps in. With real-time data analysis, AI-powered tools constantly track campaign performance, fine-tuning bids, refining targeting, and even swapping out creatives based on what’s working at the moment. Gone are the days of “set it and forget it” ad strategies. AI operates 24/7, making split-second decisions that stretch your ad dollars further. Booking.com is a standout example. The travel giant uses AI to optimize PPC ad spend across platforms like Google, dynamically adjusting its strategy based on seasonality, traveler behavior, and search trends. Instead of wasting money, Booking.com ’s AI toolkit invests it where it counts. With AI behind the wheel, marketers can reduce waste, increase ROI, and run campaigns that evolve in real-time alongside customer behavior.

Creating Consistent Content That Connects

Creating content doesn’t have to be a slow grind. AI can help marketers and workflows move faster while keeping quality and brand voice intact. From email copy and video scripts to brainstorming social captions and headlines, AI tools can streamline the production process, turning hours of work into minutes. While automation handles repetitive tasks, teams have more time to focus on creativity, strategy, and building real connections with their audience. For example, Canva ’s Magic Write, an AI-powered tool built right into the platform, helps users generate everything from punchy captions to polished marketing copy in seconds. With tools like these, brands can maintain a strong, consistent voice across channels while keeping the fresh content flowing.

Tailoring Engagement at Every Touchpoint

Imagine walking into a store where every product feels handpicked for your tastes, needs, and next best option. That’s the magic of AI-driven personalization. Rather than sending the same message to everyone, AI helps marketers deliver content, product recommendations, and offers tailored to each person’s behavior and past interactions. Whether it’s a subject line that reads like a personal note or a homepage that shifts depending on who’s browsing, these dynamic touches make each customer feel seen and understood. One example that goes beyond the traditional marketing framework is SKC client ImpriMed . ImpriMed uses AI to personalize canine cancer treatment plans, analyzing live cancer cells from each individual patient to predict which drugs will work best. Its technology delivers an ultra-targeted, data-backed approach that mirrors the potential of AI in customer engagement. AI unlocks the full potential of personalization, providing transformative experiences at scale.

Streamlining Service with AI Chatbots

AI-powered chatbots transform customer support from a slow, manual process into a seamless, always-on experience. These intelligent assistants can handle everything from answering FAQs to guiding users through purchases or return processes without ever needing a break. By tackling routine questions, chatbots free up human agents to focus on complex or sensitive issues that require a personal touch. The result? Faster responses, higher efficiency, and happier customers. Domino’s Pizza offers a great example with its AI-powered assistant “Dom,” which launched in 2014. Dom allows customers to place orders, track deliveries, and get instant answers across multiple platforms, including mobile and smart home devices. By being there anytime, anywhere, Domino’s isn’t just delivering pizza—it’s serving up convenience through AI. Chatbots like Dom prove that customer support can be proactive, nonstop, and a win for both brands and customers.

Tracking Metrics That Matter

AI helps marketers rise above the chaos to focus on what truly drives results. Instead of chasing vanity metrics like clicks or impressions, AI-powered analytics dive into the deeper story, revealing which channels convert, which messages resonate, and where customers drop off along the journey. These tools transform mountains of data into clear, actionable insights that empower teams to make sharper, faster decisions. Adobe Experience Cloud is leading the charge here, using AI to deliver real-time insights that connect the dots between content, channel, and customer behavior. Marketers can instantly pinpoint which efforts drive ROI and optimize accordingly. With AI, data becomes a living, breathing roadmap that guides every move with confidence.

Modern marketing demands more than intuition. It requires hitting the bullseye with precision, moving fast, and rolling with whatever comes next. Thanks to AI-driven tools, brands can personalize at scale, optimize in real-time, and turn insights into action.

Ready to discover how intelligent technology can transform your strategy from good to game-changing?

Click the button below for a free consultation:

Unlocking Seasonal Marketing for Year-Round Growth

Tue, 03 Jun 2025 21:29:16 GMT

Seasonal marketing is like giving your brand a calendar full of chances to shine. Whether it’s summer sizzle or holiday hustle, it’s all about showing up with the right message at the right time to truly connect with your audience. By tapping into moments that matter, seasonal strategies can help you connect, convert, and keep your brand top of mind. Here’s how SKC creates campaigns that drive results every season:

Make Your Campaigns Pop with Perfect Timing

Seasonal campaigns aren’t just for the big holidays. Smart marketers know it’s about seizing the opportunities that naturally fit your brand and audience. Think back-to-school for retailers, tax season for financial services, or even quirky national days that align with your brand. These timely touchpoints open the door to creative, hyper-relevant campaigns that spark engagement. SKC client Taiwan Excellence put this concept to work with its 2024 Back-to-School Giveaway featuring the BenQ GP100A projector for U.S. social media fans. The timely campaign hit all the right notes for students and parents getting class-room ready, with product messaging focused on its capabilities for both study and screen-time fun. Whether it’s a local celebration or a niche industry date, finding the right seasonal hook can turn everyday marketing into memorable, high-impact moments that move the needle on awareness and sales.

Win Hearts with Emotion-Driven Seasonal Messaging

Seasonal campaigns work best when they stir emotions, not just name the occasion. Whether it’s the cozy comfort of winter or the carefree thrill of summer, tapping into your audience’s emotional state can help your message hit home. Storytelling, vivid visuals, and messaging that matches the mood of the moment can all help create connection. A well-placed call to action, wrapped in warmth or excitement, can do wonders. Coca-Cola ’ s 2022 holiday spot, “Christmas Always Finds Its Way,” did this beautifully. With a heartfelt story of a mother and child, the ad celebrated family, love, and togetherness—universal values that land especially well during the holidays. A message that captures the season’s emotional heartbeat can turn a simple marketing campaign into a lasting memory.

Pick the Right Channels for Seasonal Success

Even the best creative won’t deliver results if it doesn’t show up in the right places. The magic happens when your campaign meets your audience where they’re already active. Instagram and TikTok shine with festive, scroll-stopping visuals, while email can promote exclusive holiday deals and Google ads catch high-intent shoppers. Influencer partnerships can add an authentic touch and widen your reach. The key is to match your channel to your audience’s habits. Hallmark ’s 2020 Christmas campaign is a great example. It paired emotional TV spots with behind-the-scenes social content on Facebook and Instagram to spotlight family and connection. Meanwhile, email updates kept fans in the loop with movie schedules and gift ideas. By using the right mix of touchpoints, Hallmark built a campaign that felt personal, warm, and in step with the season. It’s a reminder that when you choose the right channels and communicate authentically, your seasonal marketing can build relationships and drive real results.

Drive Action with Urgency and Limited-Time Offers

Nothing sparks action quite like the fear of missing out. Limited-time offers and urgency are powerful tools for turning seasonal browsers into buyers—whether through “exclusive holiday drops,” “limited stock,” or countdown timers that nudge people to act fast. Flash sales and messaging like “only a few days left” build excitement and pressure in the best way. Lonely Ghost nailed this in its 2022 holiday campaign, launching limited-edition festive merch with bold reminders like “Once it’s gone, it’s gone.” Coupled with countdowns on Instagram Stories and its website, the brand drove demand and boosted conversions by leaning into scarcity. When urgency is baked into your seasonal strategy, it turns passive interest into instant—and unforgettable—action.

Take Your Campaign Global Without Losing the Local Touch

Seasonal campaigns aren’t one-size-fits-all. What resonates in one region might fall flat in another. To truly connect, brands need to tailor messaging, visuals, and offers to reflect local cultures and traditions. That means doing your homework on regional holidays, preferences, and social norms. Small changes, like language tweaks or collaborating with local influencers, can go a long way in making your campaign feel authentic. McDonald ’s 2021 seasonal strategy is a standout example. In Japan, it launched limited-edition “Christmas Chicken” sandwiches, while the U.S. focused on classic holiday favorites. This culturally tuned approach helped the brand deepen connections and boost relevance worldwide. By staying flexible and culturally aware, you can create seasonal campaigns that feel personal, build trust, and drive engagement, no matter where your audience is.

Measure, Learn, and Level Up Seasonal Campaigns

Great seasonal campaigns don’t end when the calendar flips—they set the stage for what comes next. Tracking key metrics like engagement, conversions, and ROI helps you see what clicked and what didn’t. Digging into data that goes beyond the surface—like customer feedback, social media chatter, and sales patterns—can help you uncover what truly resonated. These insights power smarter decisions for future campaigns, from timing and channels to messaging tweaks. In 2020, Nike nailed this concept with its Air Max Day campaign. By analyzing customer data, Nike created a highly targeted digital experience driven by social content and influencer collabs, boosting both engagement and ROI. Treat every seasonal campaign as a learning opportunity, and your strategy will get sharper, stronger, and more effective with every cycle.

Seasonal marketing is about showing up right when it counts. Spot those golden opportunities, craft compelling messages, and choose the right channels to delight your audience. Keep tracking your wins, learn from every campaign, and fine-tune your strategy to keep things fresh, fun, and effective—season after season.

Ready to make the most of seasonal moments? Click the button below for a free consultation:

Traditional PR: A Cornerstone in a Digital-First World

Thu, 01 May 2025 21:17:41 GMT

In a world where everyone’s chasing the next viral trend, traditional PR still packs a punch when it comes to building credibility and trust. The real magic happens when you blend both worlds. By combining time-tested PR tactics with the power of digital channels, brands can establish authority, amplify their message, and engage audiences across multiple platforms. Let’s explore how traditional PR is more than just an old-school approach, it’s an essential tool for shaping perceptions and boosting your brand’s reputation:

Building Trust One Press Release at a Time

Press releases are more than just announcements, they’re a direct line between your brand and the public, shaping how your company is perceived. In a world where misinformation spreads fast, an official press release serves as a reliable, unfiltered source of truth. A well-crafted release not only delivers key updates but also reinforces your brand’s authority, setting the tone for how media and audiences discuss your business. Take SKC client STARLUX , for example. When announcing their new Ontario-Taipei route, STARLUX didn’t just rely on social media, they backed it up with a strategic business wire release. This approach not only reinforced their credibility but also strengthened trust with their audience, positioning the airline as a reliable industry leader. When done right, press releases don’t just inform; they create momentum, sparking media interest, securing coverage, and solidifying a brand’s reputation.

Engage Locally to Build Trust Globally

Building a strong brand isn’t just about visibility, it’s about connection. Community engagement through in-person events, sponsorships, and local outreach fosters real relationships, turning audiences into loyal advocates. When a brand invests in the communities it serves, it creates a sense of trust and belonging that no ad campaign can replicate. Take Patagonia , for example. The company’s grassroots environmental initiatives, like funding local conservation efforts and hosting activism workshops, have strengthened its reputation as a purpose-driven brand. By showing up, giving back, and engaging authentically, businesses can cultivate lasting loyalty while reinforcing their core values.

Managing Chaos with Clarity

When a crisis hits, every second counts, and how a brand responds can make all the difference. Traditional PR provides a structured, strategic way to manage the narrative, ensuring that the right message reaches the right audience at the right time. Press conferences, official statements, and media-trained spokespeople offer clarity in moments of uncertainty, helping to calm public concerns and reinforce trust. A strong example is Meta ’s response to the global Facebook, Instagram, and WhatsApp outage in October 2021. As millions of users were locked out of their accounts for hours, Meta quickly issued public updates across alternative platforms, including Twitter and its company blog, to explain the technical issue. CEO Mark Zuckerberg later released a direct apology, and the company provided a detailed post-mortem on the outage. By communicating transparently and acknowledging the disruption, Meta worked to restore user confidence and maintain credibility. In high-stakes situations, controlled, credible communication isn’t just beneficial, it’s essential.

Trusting the Classics

Even in the digital age, traditional media remains a powerful force in shaping public perception. Television, radio, and print offer unmatched credibility, reaching audiences who may be less engaged with online content. A feature in a respected newspaper or a segment on a national news broadcast carries a level of authority that social media alone can’t always provide. For example, when a company lands a spot on NPR or a mention in The Wall Street Journal , it signals to audiences that the brand is legitimate and worth paying attention to. While digital strategies are essential, traditional media still plays a vital role in amplifying messages and reinforcing brand trust.

Speak Your Way to Success

Establishing authority in an industry goes beyond press mentions, it requires showing up, speaking out, and sharing expertise. Thought leadership through public speaking, industry panels, and guest appearances allows brands to engage directly with key stakeholders while demonstrating credibility in real time. SKC client TAITRA exemplified this approach at ISC West 2024 with their exclusive luncheon, part of the Taiwan Trade Mission on Security Industry Technology. By bringing together key exhibitors and attendees, TAITRA facilitated meaningful conversations and fostered valuable industry connections. This event not only elevated the visibility of Taiwanese businesses but also reinforced TAITRA’s role as a bridge for global collaboration. These platforms don’t just build awareness, they create opportunities for lasting partnerships and long-term impact.

Old School Meets New School

Traditional PR and digital marketing aren’t competing forces, they’re a dynamic duo. A well-placed press release can generate high-authority backlinks, boosting SEO, while media coverage provides valuable content to amplify across social platforms. Smart brands take a hybrid approach, using traditional PR to establish credibility and digital channels to extend reach. A great example is Microsoft . When announcing new products or updates, Microsoft secures press coverage from top-tier outlets like The Verge and Wired , enhancing their credibility. They then repurpose this coverage across their social media channels, blog, and email newsletters, ensuring their messaging reaches a broader, more engaged audience. By integrating traditional PR with digital strategies, Microsoft creates a powerful, multi-channel approach that maximizes both visibility and trust.

In today’s competitive landscape, blending traditional PR with digital strategies isn’t just smart, it’s essential. By strategically using both, brands can build trust, amplify their message, and strengthen their reputation. The right mix of classic credibility and modern reach can drive lasting impact.

Ready to enhance your PR strategy and elevate your brand’s presence? Click the button below for a consultation:

STARLUX Takes Over SEA with Premium Ad Campaign

Wed, 30 Apr 2025 21:27:05 GMT

If you’ve flown into or out of Seattle-Tacoma International Airport (SEA) recently, you can’t miss STARLUX Airlines ! The carrier’s eye-catching advertising campaign commands attention across SEA’s busiest pathways, making a bold impression on travelers from the moment they arrive. Striking creative splashes across SEA’s skybridge and parking garage, as well as on high-impact digital screens throughout the terminals and baggage claim, celebrating STARLUX’s new Seattle route in style.

As STARLUX’s long-term partner, SKC led the full-funnel advertising campaign through creative development, strategic media planning, high-value negotiations, and seamless execution. With more than 22.7 million impressions in its first month alone, STARLUX is now firmly positioned as a top-of-mind choice for luxury transpacific travel.

Taiwan Excellence Draws Industry Buzz with Breakthrough AI Security Showcase at ISC West 2025

Wed, 30 Apr 2025 21:25:05 GMT

Amidst the buzz and competition at ISC West , Taiwan Excellence stood out with a high-impact Product Launch and Luncheon. The event, titled “Advancing Global Security with Taiwan’s AI Solutions,” drew top-tier media, industry leaders, and decision-makers from across the global security tech space. Showcasing next-gen AI-powered solutions from five leading Taiwanese brands, company representatives captivated the audience with innovations in IoV, biometric security, and cloud integration.

Hosted by TAITRA and expertly managed by SKC, the event exceeded expectations in turnout, press coverage, and brand visibility. From strategic pre-show planning to flawless onsite coordination, we jointly delivered a world-class experience that elevated Taiwan Excellence’s reputation as a global trailblazer in smart security.

Rethinking Cancer Treatment: Earli Featured in Nikkei Japan

Wed, 30 Apr 2025 21:19:32 GMT

Nikkei Japan, with 1.5M circulation, recently featured Silicon Valley-based Earli’s CEO and co-founder, Cyriac Roeding, in an op-ed exploring the need to shift from traditional early cancer detection and treatment methods based on often undruggable or completely missing natural cancer biomarkers to a new, engineering-led approach to cancer treatment.

The article outlines how Earli’s technology proposes a paradigm shift—bioengineering cancer cells to produce their own markers and trigger immune responses, opening a path to control cancer more effectively rather than chasing it. SKC is proud to help amplify this important message. Read the full article in Nikkei Japan .

Mastering Lead Generation with Strategies That Stick

Tue, 01 Apr 2025 21:33:13 GMT

Lead generation is like matchmaking for your business—it’s all about pairing your brand with the perfect prospects. Whether you’re reeling them in with scroll-stopping content or grabbing attention with targeted ads, every move counts. From sprucing up your website to engaging fans on social media, each strategy has its part to play in attracting, connecting, and converting customers. Let’s explore 6 fun and effective ways to make lead generation easier, smarter, and more effective as we set your business up for long-term success.

Decode Lead-Gen with Inbound and Outbound

Imagine having a list of thousands of leads, but none of them actually need your product or service! That’s where quality lead generation comes into play. Instead of stuffing a contact sheet, this marketing technique focuses on finding the right people who actually need what your company has to offer. Two core approaches drive this process: inbound and outbound. Inbound strategies, such as content marketing and search engine optimization (SEO), organically pull in people searching for what you offer; outbound strategies like cold outreach or paid ads put your brand directly in front of your ideal customers. Just ask Bitly —its inbound marketing case study with Vissla showcased how custom-branded short links improved click-through rates and campaign tracking, making it easier for Vissla to engage high-intent prospects. By highlighting measurable results and unique value, Bitly positioned itself as a must-have tool for brands focused on digital marketing success. Ultimately, a well-balanced mix of both methods ensures a constant flow of quality leads, driving long-term growth.

Seal the Deal with a High-Impact Website

Your website should do more than just catch the eye. It should also be your 24/7 hardest-working team member, turning casual visitors into committed leads around the clock. Every landing page, call-to-action, and form should effortlessly guide prospects toward action. High-converting websites mix persuasive messaging with a smooth, no-hassle experience, allowing lead magnets—like exclusive content, free trials, or gated resources—to shine. These magnets offer instant value in exchange for contact details, offering an extra push to convert curious browsers into leads. Lemonade's streamlined multi-step form is a stellar example of how to simplify sign-ups and drive conversions. By asking one simple question at a time, like “What do you want to insure?”, it creates a seamless, personalized experience that naturally leads to conversion. With the right tweaks, you too can transform your website into a 24/7 lead generation powerhouse.

Create Buzz with Content that Clicks

Great content is a trust-builder. Blogs, ebooks, webinars, and videos do more than educate—they attract, engage, and convert. A well-crafted blog post can drive organic traffic, an insightful ebook can capture emails, and a live webinar can facilitate direct conversations with potential customers. Add dynamic video content, and you’ve got a winning strategy! HubSpot excels in this area, offering everything from detailed blog posts to video-based training courses like its Inbound Marketing Certification, proving that education can be one of your most powerful lead-generation tools. When done right, content marketing works double-time to inform your audience and, more importantly, motivate them to act.

Turn Scrolls into Sales with Social Media Strategy

What starts as engagement on social media can easily turn into real opportunities for growth and sales. Organic interactions, influencer partnerships, and paid ads all work in harmony to attract and convert high-intent prospects. Interactive posts, community-driven conversations, and strategic hashtags keep your brand top of mind, while influencer collaborations add authenticity, authority, and extended reach. Paid advertising, meanwhile, ensures your message hits the right audience with laser-focused campaigns. CoverGirl nailed it by shifting from traditional ads to influencer-led campaigns with creators like Karen Sarahi Gonzalez and Lexie Learmann, connecting with younger audiences and boosting conversions. Whether it’s viral content, trusted recommendations, or targeted ads, social media can turn engagement into tangible results.

Boost Sales with Smart Email Tactics

Few marketing tools are as powerful and personal as email. A successful email strategy delivers more than messages—it delivers a seamless sales journey. Email segmentation ensures the right content lands in the right inbox, while automation sends timely follow-ups, exclusive offers, and valuable insights at the right time. Personalized email sequences, welcome messages, product demos, and re-engagement campaigns keep leads hooked and moving toward a conversion. Starbucks , for example, has mastered the art of email strategy, sending targeted offers and promotions that keep customers coming back. With the right approach, email marketing can turn casual interest into lasting customer loyalty.

Track, Tweak, and Take the Lead with Lead Gen

Lead generation is built on thoughtful planning, testing, and refinements, not random chance. Tracking key metrics like conversion rates, cost per lead, and lead scoring can help fine-tune your approach for better results. A/B testing landing pages, adjusting ad targeting, and perfecting email sequences all contribute to stronger performance. Shopify knows this well, using data-driven personalized email campaigns, product recommendations, and retargeting ads to nurture leads and increase conversions. By digging into performance insights, you can optimize your lead-gen efforts, maximize ROI, and create a strategy that scales as you grow.

Lead generation isn’t just a numbers game. A great lead-gen strategy creates lasting connections that drive your business forward. With the right-mix strategies, a killer website, and a sprinkle of social media magic, you’ve got the recipe for long-lasting success.

Ready to give your lead generation a boost? Click the button below for a free consultation:

Brand Refresh 101: The Power of a Bold New Look

Tue, 04 Mar 2025 21:40:23 GMT

Does your brand need a refresh? A rebrand isn’t about losing your unique identity—it’s about evolving it to stay relevant, engaging, and top-of-mind. Whether it’s a sleek new logo or sharper messaging that ensures consistency, staying current means staying competitive. A strategic brand refresh can revitalize your business, attract new customers, and reconnect with existing ones. Here’s how SKC can help brands transform and thrive:

Recognizing When It’s Time to Hit Refresh

Even the most successful brands need a refresh to stay relevant. If your logo feels stuck in the past, your messaging no longer clicks, or competitors are stealing the spotlight, it’s time to reassess your brand identity. Consumer preferences shift, trends evolve, and the digital landscape demands agility—clinging to an outdated image or unclear positioning can cost you valuable opportunities.

Take Instagram ’ s 2022 update as an example: a subtle but impactful refresh enhanced its logo with bolder gradients and improved its user interface for a better user experience. These strategic tweaks modernized the platform without alienating its massive audience.

Recognizing the signs early and making thoughtful updates won’t just help your brand keep up—it will ensure you stay ahead.

Keeping Your Brand Fresh Without Losing Its Identity

A brand refresh should feel like an evolution, not a total reset. The key? Striking the perfect balance between modernization and familiarity. Pepsi ’ s 2023 redesign embraced its bold past, bringing back its 1980s-style logo with a sleek twist, pairing the classic globe with a sharper, digital-friendly look. The refresh retained Pepsi’s essence while aligning with nostalgia-driven trends, proving that small, thoughtful updates can reinvigorate a brand without alienating loyal customers. A well-executed refresh feels familiar yet exciting, keeping long-time customers engaged while drawing in a new audience with relevant, forward-thinking identity.

Elevating Every Click, Every Platform, and Every Connection

A brand refresh isn’t just about aesthetics—it’s about creating a consistent experience across every digital touchpoint. Updating website navigation, refining brand photography, and adjusting content strategies all shape how audiences seamlessly interact with your brand. At SKC , we’re embracing our own refresh, rolling out a bold new color palette, refined messaging, and redesigned website, ensuring every email signature, social post, and digital platform reflects our new identity. The result? A strong, cohesive brand presence that’s clear, exciting, and built to stand out. A well-executed refresh strengthens brand trust, making it easier for customers to engage and connect in a crowded digital world. Stay tuned for more to come from SKC!

Crafting Messaging That Grows With Your Audience

As industries shift and customer expectations evolve, so should your brand’s messaging. What resonated five years ago might not land the same way today. The key is refining your voice to reflect your brand’s growth while staying true to its core values. Airbnb ’s messaging, for example,transformed from simply offering accommodations to championing the idea of "belonging anywhere," tapping into travelers’ desire for connection and experiences. Whether it’s updating taglines, reworking brand stories, or a modernized tone, refreshed messaging should feel authentic, relevant, and purpose-driven. A well-crafted update doesn’t just speak to customers—it makes them feel seen, heard, and understood.

Rolling Out a Refresh the Right Way

Changing your logo or tagline is just the beginning of a brand refresh. The most impactful, successful updates create a cohesive experience across every interaction. Consistency is crucial, whether it's on your website, social media, packaging, or marketing materials. When Burger King unveiled its new logo and packaging in 2021, it embraced a more vibrant design that stayed true to the brand's retro identity. This transformation was rolled out seamlessly across every customer touchpoint, including restaurants, mobile apps, and advertisements. The bold move struck a chord with customers, driving a significant uptick in brand engagement and sales. Whether it’s a subtle update or a bold rebrand, flawless execution ensures your refresh feels intentional, reinforcing trust and recognition at every touchpoint.

Measuring the Success of Your Brand’s Evolution

A brand refresh isn’t truly complete until you measure its success. Key performance indicators (KPIs) like customer engagement, sales growth, and brand sentiment help track how well your update resonates with your audience. Kia ’s 2021 rebrand is a great example. The car company’s new logo and slogan, “Movement that Inspires,” went beyond a visual overhaul and signaled a shift toward innovation and sustainability. The impact was clear: a sharp rise in global sales the following year and a boost in brand perception. Monitoring KPIs like consumer perception surveys, social media engagement, and website traffic helped Kia confirm that its refreshed identity aligned with market expectations.

A brand refresh is more than just a facelift—it’s about staying relevant and connected with your audience. By making strategic updates, maintaining consistency, and measuring success, your brand can stay ahead of the curve.

Ready to give your brand the boost it needs? Let's kickstart your transformation today! Click the button below for a free consultation:

STARLUX Expands US Network: Ontario-Taipei Nonstop Takes Off June 2!

Fri, 28 Feb 2025 21:48:47 GMT

Big news in the skies! SKC proudly congratulates our client, STARLUX Airlines , on the launch of its fourth U.S. destination—a brand-new Ontario, California to Taipei nonstop route, taking flight June 2, 2025.

This expansion enhances connectivity between Southern California and Asia, providing travelers with seamless, luxury service aboard the cutting-edge Airbus A350. With four weekly departures and a convenient alternative to LAX, STARLUX continues to redefine international travel.

Reservations are now open! Book your next journey at STARLUX Airlines .

Elevating Short-Form Dramas: Welcome, Vigloo!

Fri, 28 Feb 2025 21:44:25 GMT

SKC is excited to welcome Vigloo , an innovative short-form video platform, as our newest client! As Vigloo prepares to bring bold, bite-sized dramas to the competitive US market, SKC is ready to support its expansion with a powerful, data-driven communications strategy.

With a rapidly growing audience and a platform that prioritizes premium, original storytelling, Vigloo is set to transform short-form drama into a celebrated form of global entertainment. Our approach will focus on Vigloo’s US launch, proactive media outreach and PR campaigns, and establishing Vigloo as a leader in the short-form drama wave.

We’re looking forward to helping Vigloo redefine short-form video in the US—stay tuned!

From Planning to Perfection: 6 Steps to Event Success

Tue, 04 Feb 2025 21:53:10 GMT

Successful events don’t just happen by chance—they’re built with purpose, precision, and a dash of creativity. Every detail, from setting clear goals to nailing logistics and timelines, must align with your brand’s vision. But planning is just the beginning. The real success unfolds through promotion, flawless execution, and meaningful post-event follow-ups that leave your audience talking. In this blog, we’ll break down 6 essential elements to take your event from ordinary to unforgettable:

1. Think Big, Plan Smart

Behind every show-stopping event lies a clear, strategic plan that aligns with both a brand’s values and objectives. This starts with defining goals, knowing your audience, managing the budget, and drafting a timeline that ensures everything falls into place. Take Disney’s 2022 D23 Expo, for example. The event featured jaw-dropping reveals that showcased Disney’s magic, such as the highly anticipated Mandalorian season 3 trailer and major Disney+ announcements. Every element throughout the three-day event was carefully planned to create a spectacle that delighted fans at every turn. The takeaway? Meticulous planning is essential for success.

2. Driving Crowds with Blockbuster Buzz

Igniting excitement and fueling attendance always begins with a spark of curiosity. Think promotional strategies like viral influencer collaborations, captivating social campaigns, and exclusive sneak peeks that leave your audience wanting more. Taylor Swift’s 2023-2024 Eras Tour was a masterclass in buzz-building, keeping fans actively engaged through cryptic social media posts, easter eggs hidden in music videos, and secretive countdowns. Collaborations with TikTok influencers and fan accounts amplified the hype, while exclusive merchandise drops and behind-the-scenes tour prep content made fans feel part of the journey. This mix of mystery, interactive content, and digital-first strategies turned the tour into a global phenomenon, setting a new standard in live event marketing.

3. Turning Moments into Memories

Memorable, interactive experiences that captivate your audience are critical for forging lasting connections. Incorporating keynote speakers, hands-on demos, live entertainment, or innovative virtual tools during your event can all help to keep attendees engaged and inspired. At the 2022 Outdoor Retailer Expo, SKC client TAITRA showcased 11 innovative outdoor brands with activities such as lucky draws, spin-the-wheel contests, scavenger hunts, product-inspired games, and more. These games were a hit, attracting large crowds to TAITRA’s booth and generating excitement. This intentional interactivity—combined with SKC’s PR and social media expertise—powered a media and KOL strategy that produced compelling content and significantly boosted brand visibility. These results surpassed expectations, securing 600+ leads, 20+ media/KOL attendees, and 150+ news portal pickups, bringing Taiwanese innovation to a global stage.

4. Making the Most of Midnight Madness

Sometimes, we face less-than-ideal timing on events we’re tasked to plan. Fret not, for all it takes are just a sprinkle of creativity, flexibility, and a solutions-focused mindset. When our client STARLUX Airlines faced a time-constrained 2 a.m. departure time for its inaugural Seattle to Taipei flight, SKC knew that securing VIP and media attendance for a gate celebration would be a tough sell. Instead, together with STARLUX and the Seattle-Tacoma International Airport, we flipped the script and organized a vibrant event spotlighting STARLUX’s maiden landing earlier that day, complete with a water cannon salute, Taiwanese drum performance, immersive brand experiences, and top-tier hospitality. By transforming a logistical hurdle into a standout success, STARLUX soared to new heights, leaving a lasting impression on key stakeholders.

5. From Chaos to Clarity

Flawless events thrive on seamless execution, requiring meticulous logistics, on-site coordination, and the ability to pivot on the fly. Behind the scenes, efforts like contingency planning and teamwork ensure an exceptional attendee experience. The International Olympic Committee (IOC) ’s adept adaptability demonstrated this during the 2020 Tokyo Olympics, which were delayed to 2021 due to the COVID-19 pandemic. Despite the challenges, the IOC expertly managed complex logistics, enforced strict health protocols, and hosted remote ceremonies while keeping the competitive spirit. By quickly adjusting to shifting circumstances, including COVID-19 spikes, the IOC delivered a smooth experience for athletes and produced a world-class event under extraordinarily challenging conditions.

6. Success Starts When the Event Ends

The true impact of an event comes after the last guest leaves through thoughtful follow-ups that nurture relationships. Cannes Lions 2023 nailed this concept by collecting participant feedback to assess satisfaction and improve future festivals. Organizers tracked success through social media engagement, media coverage, and detailed ROI analysis, ultimately whipping up a whirlwind of excitement by celebrating the festival’s sustainability focus. By analyzing how the event resonated with both brands and creative professionals, Cannes Lions ensured the event continued to evolve, reinforcing its reputation as a key industry event. Every brand should take a read through the film festival’s script and tap into tools like attendance data, engagement metrics, and ROI for event measurement and refinement.

A successful event isn’t just about checking off a to-do list—it’s about making memories, and magic! With smart planning, creative promotion, seamless execution, and meaningful follow-ups, you’ll create an experience that has everyone talking and sets new standards for future success.

Ready to elevate your next event? Click the button below for a free consultation:

NLVC Featured in Deal Street Asia: A Beacon for LPs Wins

Thu, 30 Jan 2025 22:18:37 GMT

We’re excited to share that Northern Light Venture Capital (NLVC) has been spotlighted by Deal Street Asia . Co-founder Jeffrey Lee highlights NLVC’s unique position in the global venture capital landscape, with US-based LPs recognizing China as a key area for growth despite market challenges.

NLVC’s steadfast focus on early-stage investments continues to drive success, with recent IPOs for Black Sesame Technologies and Zhejiang Taimei Medical Technology . With two more IPOs expected this year, NLVC exemplifies excellence in fostering innovation.

Read the full article here and celebrate NLVC's remarkable achievements with us!

Soaring to New Heights: STARLUX Achieves APEX Five-Star Recognition

Thu, 30 Jan 2025 22:17:15 GMT

SKC proudly celebrates our client, STARLUX Airlines , on achieving the prestigious 2025 APEX Five Star Major Airline Award, a recognition based on millions of verified passenger reviews. This honor reflects STARLUX’s exceptional dedication to redefining luxury air travel through world-class service, Michelin-inspired cuisine, modern amenities, and the world’s youngest fleet. With a growing network of 26 destinations and an unwavering commitment to excellence, STARLUX continues to elevate the passenger experience while making premium travel accessible to all.

Earli's Vision for Revolutionizing Cancer Detection

Thu, 30 Jan 2025 22:14:52 GMT

Earli is transforming early cancer detection and treatment by bioengineering cancer cells to reveal and destroy themselves. Developed at the intersection of biology, engineering, and software, this platform answers the critical question — “Is it cancer? Y/N” — while enabling targeted therapeutic applications, paving the way for a new era in cancer care.

Earli’s innovative work was recently featured in Medical Newspaper (Bosa) , where CEO Cyriac Roeding shared insights on Korea and Japan’s leadership in early detection. Their groundbreaking advancements continue to push the field forward, an effort SKC is proud to support.

Read more: Full Article on Bosa

5 Crisis Comms Moments that Redefined Public Relations

Fri, 03 Jan 2025 22:22:03 GMT

In today’s hyper-connected world, a single misstep can quickly escalate into a full-blown crisis, jeopardizing your hard-earned reputation. But crisis management goes beyond merely putting out fires—it’s about anticipating the flames and equipping your organization to extinguish them before it spreads.

Proactive crisis management begins with identifying potential risks and creating a thorough response plan. This preparation builds resilience, empowering you to act decisively when challenges arise. A swift, well-executed, and transparent response can transform a crisis into an opportunity for growth. Here are five examples showcasing the power of proactive, decisive action:

1. Brace for Impact

No business is immune to crisis, but preparing in advance can transform a potential disaster into a manageable challenge. The key is to stay ahead—monitor risks, train spokespersons, and have a crisis plan ready to go. Take Johnson & Johnson , for example. During the Tylenol cyanide crisis of the 1980s, the company acted fast, recalling products and introducing tamper-proof packaging, all while staying transparent with the public. This preparation not only saved their reputation but set new industry standards, proving that readiness enables businesses to handle crises with integrity and thrive under pressure.

2. Act Fast, Think Smart

When a crisis hits, time is of the essence. A well-timed, thoughtful response can mitigate damage and preserve trust. Consider Lufthansa ’ s response to a potential disaster in 2023 when a passenger’s mobile phone caught fire mid-flight. The cabin crew acted swiftly to contain the fire, maintained clear communication with passengers, and promptly alerted the pilots, making preparations for an emergency landing. After the incident, Lufthansa provided support to affected passengers and activated its crisis management team to coordinate with authorities. The airline's swift and professional actions prevented a potential disaster and helped maintain passenger trust, demonstrating its unwavering commitment to safety and effective crisis management.

3. Go Digital with Wit and Speed

Digital platforms can be one of your strongest allies during a crisis. Leveraging channels like social media and email provides instant access to audiences and the unparalleled ability to control the narrative. Social media, for example, played a pivotal role during KFC UK's 2018 chicken supply crisis, where the company ran out of chicken due to a failure with its new delivery partner. The brand used humor in a forthright apology, rearranging its logo to spell “FCK” in a cheeky ad while keeping customers updated on store reopenings. This witty, real-time response helped manage frustration and maintain the brand’s voice, turning a challenging situation into a memorable moment for their audience.

4. Find Clarity in Crisis

Crisis management isn’t over once the storm has passed. Reflecting on how the crisis was handled can uncover valuable lessons to improve future responses. Understanding shifts in public sentiment, reviewing outcomes, and identifying weaknesses are key steps in turning challenges into opportunities for growth. Cybersecurity company CrowdStrike ’ s 2024 software update crisis serves as an excellent example. When a faulty update caused millions of Windows computers to crash, the company quickly rolled back the update, provided real-time communications to affected clients, and offered technical support. CrowdStrike then analyzed customer feedback and implemented stricter testing protocols. This proactive approach not only resolved the issue but also reinforced its commitment to continuous improvement and reliability.

5. Turn the Heat Into a Spark for Innovation

Every crisis is an opportunity to improve and grow. Doing so enables businesses to learn from challenges, strengthen processes, and ultimately emerge more resilient and better positioned for future success. A prime example is Apple ’ s 2021 battery performance controversy, dubbed as “Batterygate.” After the discovery that Apple had been secretly slowing down older iPhones to preserve battery life, the company rolled out several innovative strategies. Apple introduced advanced battery health management features, offered discounted battery replacements, and provided software updates that optimized performance. This response restored customer confidence while highlighting the company's dedication to transparency and service.

Crisis management isn’t just about reacting—it’s about preparing, staying genuine, and using real-time communication to turn tough situations into chances to grow. Every experience is a lesson, and with the right approach, you can bounce back stronger, build trust, and come out ahead.

Ready to turn your crisis management strategy into a stepping stone for success? Click the button below for a free consultation:

From Followers to Fans: 5 Tips to Elevate Your Influencer Strategy

Thu, 05 Dec 2024 22:27:02 GMT

Influence the influencers ! This has become the new motto for the modern marketer. Indeed, for brands looking to connect with their audiences in meaningful ways, influencer partnerships have become an indispensable strategy in the marketing toolbox. Whether the goal is to boost awareness, drive sales, or build trust, a well-executed influencer campaign can deliver impressive results. From selecting the right collaborators to fostering authentic and lasting relationships, here are five actionable tips to help maximize the impact of your influencer strategy:

1. Sharpen Your Strategy with Clear Objectives

Before diving into influencer collaborations, it’s essential to first define your goals. Clear objectives—such as driving engagement or generating revenue—will shape the direction of your campaign and provide measurable criteria for success. Understanding what you want to achieve ensures that each partnership aligns with your overall strategy. For instance, Nike consistently sets specific goals, such as promoting inclusivity or highlighting product innovation, before launching influencer campaigns. Its collaborations with athletes and fitness influencers are strategically designed to inspire an active lifestyle while showcasing new products, helping to stay focused and effective in its outreach.

2. The Power of Fit: Choosing the Right Influencer

Selecting the right influencers is critical for impactful partnerships. It’s not just about reach but authenticity and alignment. Glossier excels by partnering with influencers whose minimalist and beauty-driven values resonate with the brand’s audience, fostering trust and loyalty. Similarly, SKC’s campaign for Taiwan Excellence saw success by matching influencers to specific brand niches. For instance, OzTalksHW’s InWin PC build video garnered 700,000+ views, while Liron Segev’s Zyxel review drove leads with hands-on, relatable content. Both campaigns highlight the power of audience connections—whether through beauty or tech—proving that the right fit makes all the difference.

3. Keep It Real with Authentic Influencer Content

Allowing influencers creative freedom is crucial to integrating your brand message naturally into their content. A collaboration organized by SKC for Taiwan Excellence and top tech brand MSI exemplifies this. YouTubers Reaxtion and Diamond Mamba , renowned in the gaming community, were chosen to showcase MSI’s award-winning Aegis RS 13th and MAG 325CQRXF products. These creators shared personal, unscripted experiences with the products, emphasizing their cutting-edge features and how they enhance gaming performance.

This authentic approach resonated with their audience of Gen Z and millennial gamers, fostering trust and credibility. By aligning influencer content with Taiwan Excellence’s values of innovation and quality, the campaign successfully highlighted the prestige of the Taiwan Excellence Awards. Like HelloFresh , which thrives on relatable storytelling, this partnership proved that prioritizing authenticity makes branded content more impactful and engaging.

4. Long-Term Relationships Drive Lasting Impact

Rather than relying on one-off promotions, focus on building ongoing collaborations with influencers. Long-term partnerships create consistent engagement, strengthening your brand’s presence and credibility over time. GoPro exemplifies this approach by maintaining long-term relationships with its ambassadors and influencers, allowing them to authentically showcase how GoPro products fit into their daily lives and adventurous pursuits. This continuity not only deepens trust but also keeps the brand top-of-mind for adventurous audiences, creating a lasting connection that goes beyond fleeting promotions. By investing in these long-term relationships, brands can establish a more enduring and meaningful presence.

5. Measure What Matters with Influencer Analytics

Tracking the performance of influencer campaigns is essential to understanding their impact and optimizing future collaborations. By measuring metrics such as engagement rates, reach, and conversions, you gain valuable insights into what’s working and where adjustments are needed. Sephora exemplifies this approach by using analytics to assess the effectiveness of its influencer campaigns. The brand tracks key data points to refine its strategies, ensuring it partners with influencers who deliver measurable results. This data-driven approach allows Sephora to continuously improve its influencer marketing efforts and achieve greater success with each campaign.

Influencer partnerships are more than just a marketing tool; they offer a unique opportunity to forge authentic connections with your audience and amplify your brand’s message in a meaningful way. It’s not just about finding the right influencers—it’s about creating genuine partnerships that resonate with your values and drive lasting impact. With continuous analysis and refinement, you can adapt and optimize your strategy, unlocking the full potential of influencer marketing and ensuring your brand remains relevant and influential in an ever-evolving landscape.

Interested in a complimentary consultation? Click the button below:

Elevate Your Brand: 5 Tips for a Winning Social Media Strategy

Mon, 04 Nov 2024 22:31:02 GMT

Social media is no longer just a platform for building a brand presence—it’s a fast-paced, dynamic environment where businesses connect directly with their target audiences. Behind every viral hit or standout social campaign is a carefully crafted strategy built around business objectives. Effective social media requires a fresh, customized approach that helps brands stand out. In this blog, we examine five components for a successful social media strategy and explore how brands can navigate each to achieve meaningful outcomes.

1. Cracking the Code of Social Media Objectives

Setting clear objectives is essential for any successful social media strategy, ensuring every post drives your brand closer to its broader business goals. Whether you’re aiming to boost brand awareness, increase traffic, or enhance engagement, your approach should differ based on the goal. For example, a sales-driven strategy might focus on product promotions, while a thought leadership objective would prioritize informative content. Zappos demonstrates this well by using social media to deliver quick customer service responses, strengthening brand loyalty and engagement through their focus on customer satisfaction.

2. Connecting with Your Perfect Social Media Match

Defining the right audience is a cornerstone of an effective social media strategy. By analyzing demographics like age and location, as well as psychographics such as interests and behaviors, brands can craft content that speaks directly to their target audiences. Tech-savvy millennials may crave content focused on innovation, while working professionals might be drawn to productivity hacks. Peloton , for example, is a pro at this approach. The brand’s social media posts target fitness enthusiasts through content on live classes, new equipment, and community challenges, fostering a personalized experience that builds a loyal, engaged community ready to ride along with the brand.

3. Finding Your Social Media Sweet Spot

Choosing the right social media platforms can make or break your strategy’s impact. Each platform attracts different demographics and serves distinct purposes. For instance, Instagram and TikTok are ideal for visually oriented brands targeting younger audiences, while LinkedIn is more suited for B2B companies focused on building professional networks. The key is understanding where your target audience spends their time online and matching your business goals to the platform. Gymshark exemplifies this concept by primarily leveraging Instagram and TikTok to engage Gen Z and Millennials through workout videos, challenges, and influencer partnerships to foster a strong community of fitness enthusiasts.

4. Mastering the Art of Content Creation and Curation

Content creation and curation form the foundation of a successful social media strategy. The magic lies in crafting high-quality, relevant posts that strike a balance between value and engagement, offering tips, insights, and behind-the-scenes content. Consistency is key, as regular posts keep your brand top of mind and build trust with your audience. Whether you share original content or curated industry news, a steady stream of captivating material keeps a strong presence across platforms. For example, TED consistently shares informative, educational videos across YouTube, LinkedIn, and Instagram, regularly delivering inspiring content that solidifies their knowledge-sharing authority.

5. Measuring Impact and Refining Strategy

Measuring success and tweaking your strategy is vital to staying competitive in social media’s ever-evolving landscape. Tracking key performance indicators (KPIs) like engagement rates, follower growth, and conversions provides crucial insights into what works and what doesn't. By analyzing this data, you can fine-tune your approach, doubling down on content that performs well or shifting gears when a platform isn’t delivering results. For example, Wendy’s uses audience feedback on X to shape their strategy, leaning into humor and witty posts that drive engagement and keep them connected with their fans in a fun, unforgettable way.

A powerful social media strategy is a game-changer for driving business success. When social media initiatives align with broader organizational goals and strategically engage target audiences, brands can unlock the full potential of each platform and deliver high-quality content that hits the mark. This deliberate approach, combined with continuous performance measurement, taps into social media’s potential as a catalyst for growth. By maintaining well-defined objectives, deep audience insights, and data-driven flexibility, brands can stay ahead of the competition and thrive in today’s digital landscape.

Looking to drive real results through digital marketing? Click the button below to set up a complimentary consultation with us!

Celebrating Excellence: SKC Wins PRSA-LA PRism Award for Influencer Marketing with Taiwan Excellence Campaign

Thu, 31 Oct 2024 22:33:33 GMT

On a star-lit October 24 evening at the Audrey Irmas Pavilion, SKC, Inc. was honored at the 60th Annual PRSA-LA PRism Awards, receiving recognition for our innovative influencer marketing campaign, Taiwan Excellence Influencer Spectacular: MSI’s Reaxtion & Diamond Mamba Steal the Spotlight . This award celebrates our commitment to creating impactful campaigns that elevate our clients’ brands and deeply resonate with targeted audiences.

Campaign Overview

In collaboration with Taiwan Excellence (TE), a global symbol of top Taiwanese innovation awarded by Taiwan’s Ministry of Economic Affairs, SKC aimed to highlight the remarkable features of MSI , a distinguished TE-recognized brand. Our campaign strategically partnered with influential gaming content creators, Reaxtion and Diamond Mamba , to showcase MSI’s Aegis RS 13th desktop and MAG 325CQRXF monitor . Through carefully crafted and authentic influencer engagement, we succeeded in capturing the attention of tech-savvy viewers, exceeding our original impression goals by an impressive 35%. The influencers’ content not only boosted awareness but also sparked genuine excitement among their followers, aligning MSI’s premium products with their viewers’ preferences and gaming needs.

Strategic Research & Execution

Our success was underpinned by a rigorous research approach that ensured precision in both influencer selection and campaign messaging. By delving deeply into MSI’s target audience—Gen Z and millennial gaming enthusiasts who appreciate high-quality, innovative tech—we identified influencers whose audiences shared a strong alignment with Taiwan Excellence’s brand values. Reaxtion and Diamond Mamba were chosen for their ability to create authentic, high-impact content, and our team provided them with targeted talking points to ensure each feature of MSI’s products was highlighted naturally. This personalized approach allowed the influencers to connect with their audiences meaningfully, reinforcing MSI’s reputation for excellence and performance.

Results and Client Satisfaction

The results were striking. Reaxtion’s video received over 156,000 views and significant positive engagement, with comments reflecting admiration and excitement for MSI’s products, such as “Keep up the good work, every time you post it’s always a banger” and “W MSI for hooking Reaxtion up with insane stuff.” Diamond Mamba’s video garnered similarly impressive feedback, with viewers expressing genuine interest in the MSI setup. Feedback from Taiwan Excellence affirmed that the campaign successfully elevated brand visibility and strengthened MSI’s presence within the gaming community, achieving our shared objectives of increased awareness, engagement, and affinity.

At SKC, Inc., we are committed to designing campaigns that create lasting impressions and drive results. For brands seeking strategic influencer partnerships and award-winning PR solutions, we invite you to explore how SKC can help achieve your goals. Reach out today to schedule a complimentary consultation and discover how we can help transform your brand vision into a powerful reality.

Mastering Content Marketing: 6 Tips to Captivate and Convert

Mon, 14 Oct 2024 22:36:49 GMT

Welcome to the whirlwind digital age! Amidst the endless stream of TikTok videos and Instagram Reels, it’s no longer enough for brands to pump out social content. Today’s audiences demand valuable, compelling, and consistent messages that grab attention and build lasting loyalty—a strategy also known as “content marketing.” From driving sales to growing your follower base and encouraging newsletter sign-ups, content marketing is all about fostering meaningful interactions with your brand. Let's explore 6 actionable tips to help you master this essential tool:

1. Win with Audience-Centric Content

Content marketing creates and shares content that offers real value to your target audience. Unlike traditional advertising, which often interrupts the consumer experience, content marketing provides information, entertainment, or insights that audiences actively seek. Lush , for example, has earned a loyal following through transparent product labeling – such as “naked products,” “100% vegetarian,” and “ethical buying” – with content pages and search functions dedicated to each practice, cultivating a niche audience passionate about sustainability and ethics. By consistently aligning its content and audience values, Lush has developed an authentic and trustworthy brand.

2. Craft Excellence, Build Trust

Content marketing builds and maintains trust by consistently delivering high-quality content that reflects your brand’s values and expertise. It’s not just about producing posts; it’s about ensuring each piece is well-researched, thoughtful, and visually appealing. From high-resolution images to engaging videos and eye-catching infographics, investing in exceptional content creation can help your brand shine. Red Bull , for example, has mastered the art of pulling their audience into the action. The brand produces both visually stunning videos of action-packed events, like the Red Bull Cliff Diving World Series, and compelling documentaries, setting the benchmark for high-quality content.

3. Smart Tech, Smarter Content

With the rise of AI, content marketing has entered a new era. AI tools can automate content creation, analyze data, and personalize user experiences like never before. Embracing these technologies can keep your content fresh by hooking viewers in new and exciting ways. Meta , for instance, pushed AI use beyond machine learning algorithms by launching its AI Sandbox in May 2023. This initiative allows advertisers to experiment with AI-generated text variations, text-to-image generation, and adaptable image cropping, enhancing ad targeting and attracting more advertisers to their platform.

4. Redefine Reach with Virtual Influencers

Virtual influencers are another trend transforming content marketing, particularly in Asia and Europe. These CGI and AI-generated personalities have amassed millions of followers on social media and offer brands a fun, interactive way to engage with tech-savvy audiences. Collaborating with virtual influencers lets brands tailor messages to specific demographics for a greater impact. Take Miquela Sousa , aka Lil Miquela, a 21-year-old digital character who’s not only a global pop star and one of TIME Magazine's '25 Most Influential People on the Internet' but also a robot with a compelling backstory. Initially created by Cain Intelligence, she was later reprogrammed by the tech startup Brud to have human-level consciousness. Now, as Miquela from Downey, California, she’s made waves in the music industry, fashion world, and beyond, interviewing top artists, advocating for causes, and topping charts with her indie-pop hits.

5. Master Multi-Channel Marketing

To get the most out of your content, you need to be everywhere your audience is. Adopting a multi-channel marketing approach means spreading your content across social media, blogs, email newsletters, and video platforms, with each piece tailored to its platform. This not only broadens your reach but also reinforces your brand message across different touchpoints. HubSpot excels at this strategy, using a multi-channel approach to share its educational content through blogs, webinars, podcasts, social media, and email newsletters. By customizing content for each channel, such as quick tips on X, detailed how-to blogs, and engaging YouTube videos, HubSpot effectively reaches and educates a wide audience.

6. Analyze and Optimize Strategy

Always keep an eye on how your content is performing. Using analytics tools to track metrics such as engagement, clicks, and conversions can help you understand what works and what doesn’t. With this data, you can refine your approach to better meet your audience’s needs and stay ahead of the latest trends. Google is a prime example of how data-driven decision-making can enhance content marketing. By leveraging tools like Google Analytics to monitor user behavior and conversion rates, the company continuously adjusts its strategies to optimize content.

Mastering content marketing requires understanding your audience, creating top-quality content, embracing new technologies, and continuously refining your strategy. By following these tips and staying ahead of the curve, you can connect with your audience meaningfully and drive real results for your brand.

Not sure where to begin on your content marketing journey? Click the button below to schedule a complimentary consultation with us!

The Art of Brand Building: 5 Strategies for Success

Fri, 06 Sep 2024 22:44:41 GMT

In an ever-changing marketplace, cultivating a unique brand identity is vital for achieving lasting success. A brand isn’t just a logo or a product; it’s the heart of what a company believes in and how people see it. Building a powerful brand means telling a story that connects with customers, stands out from rivals, and adapts to shifts in the market. Let's dive into the essential strategies that help create a lasting brand legacy.

1. Ushering In Your Audience

The key to a successful brand strategy starts with knowing who your audience is. Without a clear understanding of your consumers' needs, preferences, and behaviors, it becomes challenging to build strong connections and offer products and services your audience resonates with. Take the outdoor gear company Cotopaxi , which has successfully tapped into a specific audience by focusing on adventurous, socially-conscious consumers. Through thorough research and understanding of their audience, they create products that not only meet the needs of outdoor enthusiasts but also align with their values of sustainability and ethical sourcing.

2. The Art of Authenticity

Building a strong brand identity is both an art and a science. It requires creativity in crafting compelling narratives and strategic foresight in navigating the competitive landscape. Successful brands are those that authentically capture the essence of their business and translate it into a brand identity that resonates with their customers. Take the skincare brand Drunk Elephant , for example. Their brand story, which emphasizes non-toxic ingredients and simple skincare routines, is consistently reflected across all touchpoints, from their product packaging to their social media content. This authenticity has helped them build a loyal customer base who trust and believe in their mission.

3. Standing Out in the Crowd

In a crowded marketplace, standing out is crucial to attracting loyal customers. Analyzing your competition helps you find where your brand can shine, whether it's through better technology, top-notch service, a commitment to the environment, or a unique personality that resonates on a deeper emotional level. SKC client ImpriMed exemplifies this by revolutionizing cancer treatment with AI, offering personalized, precise treatment plans for dogs. Their cutting-edge technology and rapid results set new standards in veterinary oncology, showcasing how innovation can elevate your brand’s impact.

4. Navigating Change

Technology, consumer habits, and new trends are continuously evolving in today's ever-changing business world. Smart brands know how to stay flexible and adapt. This means staying attuned to market changes, embracing new strategies, and being willing to pivot when necessary. Brands that resist change risk fading away and losing touch with their customers. For example, the beverage company Bai Brands adapted to changing health trends by offering low-calorie, antioxidant-infused drinks. Their ability to innovate and meet the evolving demands of health-conscious consumers has kept them relevant and successful.

5. Harnessing the Strength of Your Brand

Having a strong brand identity yields numerous perks that contribute to long-term success. It fosters brand loyalty among customers who identify with and trust the brand, so you don't have to push too hard to keep them coming back. A recognizable brand can also charge more, as consumers perceive higher value and quality associated with established products. Plus, a strong brand attracts top-notch talent and sets the stage for strategic partnerships, further boosting the brand's reputation and market presence. For instance, the ethical fashion brand Everlane 's commitment to transparency and sustainable practices has not only earned customer loyalty but also attracted partnerships with like-minded organizations, enhancing their market reach and credibility.

The art of brand building lies in capturing the unique essence of a business and translating it into a compelling narrative that resonates with consumers. It's not just about selling—it's about forging a lasting emotional bond and delivering ongoing value that sticks with customers well beyond the first sale. As markets change and consumer needs shift, brands that invest in their identity will continue to thrive and lead in their industry. So be creative, and let your unique vision illuminate your brand story.

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From Slump to Splash: 8 Campaigns That Beat the Heat

Fri, 19 Jul 2024 22:47:45 GMT

While many Americans escape to sunny vacation destinations during the summer months, a quiet period settles over the business world. This notorious “summer slump” can leave even the strongest businesses feeling the heat as prospective customers hit the beach and declining sales hit the books. For creative companies, however, this seasonal slowdown provides an opportunity to shine with unforgettable and uplifting launches. These initiatives not only defy the expected lull but also infuse the sunny season with bursts of innovation and joy. Here’s a glimpse into eight of the most memorable and inspiring summer promotions to inspire your company’s next captivating campaign:

1. Share a Coke with Personalized Marketing

Coca-Cola's " Share a Coke " summer campaign achieved remarkable success through a simple concept: selling personalized bottles with popular names. By urging people to "Share a Coke" with friends or family whose names appeared on the bottles, the campaign celebrated personal and emotional ties in a playful, social way. Initially launched in Australia, the summer advertising blitz sold more than 250 million bottles to the country’s 23 million people. Coca-Cola swiftly adapted the successful campaign for a global audience, featuring region-specific names to enhance relevance and inclusivity across more than 70 countries. Consumers quickly latched on to the campaign and actively shared their personalized bottles on social media, amplifying reach and impact while humanizing the brand. This success underscores the power of personalized marketing in building enduring consumer relationships and driving brand loyalty worldwide.

2. STARLUX Night Hits a Home Run

SKC client STARLUX Airlines celebrated STARLUX Night at Dodger Stadium on June 21, 2024, commemorating its partnership extension with the Los Angeles Dodgers. The summer event featured a ceremonial first pitch by Taiwanese All-Star pitcher Hong-Chih Kuo, signature mocktails served by STARLUX flight attendants, two roundtrip ticket giveaways, and a dazzling post-game drone show. A crowd of 50,600 was on hand for the inaugural event, praised by Dodgers' Senior Vice President for Global Partnerships Lorenzo Sciarrino as a celebration of the loyal and rewarding relationship between the two partners. Nothing says summer like a baseball game at Dodger Stadium, and the inaugural event and historic venue became synonymous with STARLUX. To attendees’ delight, the spectacular drone show featured a STARLUX plane and a QR code for discounted tickets, and the media, including Chinese-language media, covered the event with earned coverage!

3. Flipping Loyalties with Samsung

Samsung's 2023 " Join the Flip Side " summer campaign followed up on its 2022 success by leveraging the universal fear of change among smartphone users. The campaign featured a horror-inspired ad where glimpses of the Samsung Galaxy Z Flip 5 haunted friends at a lakeside camp. Avoiding the phone became futile as its allure grew stronger, ultimately compelling them to embrace the new device. Directed by Matias Rygh, “Join the Flip Side” cleverly taps into consumer anxieties while showcasing the Z Flip 5's transformative appeal and challenging the status quo of brand loyalty. Its clever and effective continuation of Samsung's innovative marketing strategy led to a tremendous summer success.

4. Staying Cool with Trader Joe’s

Why is a $3.99 bag reselling for more than $100 online ? Ask Trader Joe’s, the brand whose cult-like following has turned miniature insulated cooler bags into 2024’s must-have summer sensation. Social media influencers played a pivotal role in amplifying the bags’ appeal. Posts on TikTok and Instagram showcased the bags’ functionality and style while encouraging followers to snag one before they sold out. Trader Joe’s, known for its limited marketing, greatly benefitted from this grassroots promotion and sense of scarcity, with enthusiasts lining up outside stores to seek out these exclusive items. The bags’ success highlights how social media can turn mundane retail items into coveted must-haves almost overnight.

5. Taiwan Excellence's Sustainable Summer

Taiwan Excellence Earth Month , now in its second year under SKC's stewardship, made waves this summer with its commitment to sustainability. Branded "One Good Habit, Love the Earth," the 2024 initiative urges individuals to adopt small, eco-friendly actions over 21 days, promoting lasting behavioral change. The campaign, launched in conjunction with World Environment Day, leveraged a social-first, “relay-style” global approach to amplify its eco-friendly message. US participants who shared their habits online were eligible to win prizes from acclaimed Taiwanese brands, driving engagement and followers while reinforcing the campaign's message through user-generated content. With its digital hub showcasing eco-innovations and robust social engagement, Taiwan Excellence effectively combined global reach and tangible incentives to inspire meaningful environmental action drawing higher-than-expected US participants. Earth Month now continues to other parts of the world in a relay fashion.

6. Nintendo’s US Summer Tour

Nintendo brought summer joy to families across the U.S. with its 2023 Nintendo Summer of Play Tour , a traveling event celebrating the world of Nintendo games. From June 15 to August 23, the tour visited multiple cities, offering activities like Mario Kart races on Rainbow Road, campfires with Animal Crossing characters, Pikmin garden explorations, Pokémon photo ops with Pikachu, and Zelda adventures with Link. Attendees received a free passport for Nintendo goodies, access to a Mushroom Kingdom Yourself photo booth, and exclusive My Nintendo rewards. The tour created memorable, interactive experiences to deepen brand affinity and drive product sales, culminating in a GameStop coupon to incentivize Nintendo purchases after the event.

7. Uber's Global Ice Cream Treat

Uber's "Ice Cream Day" summer-themed campaign achieved remarkable success by combining global reach with local appeal during slower months. The #UberIceCream campaign spanned 252 cities and 57 countries, turning the joy of ice cream into a worldwide phenomenon. Users could easily order ice cream through the Uber app from 11am to 5pm daily, with offers tailored to local tastes and prices. This synchronized effort highlighted Uber's logistical capabilities and fostered personal engagement, amplified through social media with the hashtag #UberIceCream. The company delivered 300,000 ice creams globally throughout the summer event, showcasing the power of local customizations to drive engagement with global campaigns.

8. Eyes on the Prize with Warby Parker:

Warby Parker's back-to-school themed “ Pupils Project ” strategically integrates philanthropy with marketing by providing free vision screenings, eye exams, and glasses to schoolchildren in the US. By partnering with local organizations and governments, the initiative addresses a critical societal need while simultaneously enhancing brand visibility and customer loyalty. The program has distributed 227,000 pairs of glasses to date, significantly expanding Warby Parker’s customer base through community engagement. The approach not only boosts sales during late summer, but also positions the brand as a socially responsible leader in the eyewear industry, driving sustained growth.

For brands willing to think outside the box, the “summer slump” can turn into a sizzling success. These eight campaigns prove that a little resourceful thinking goes a long way in the summer months. With a splash of imagination, you too can help your business shine bright. Crank up the creativity and let your brand bask in the sunny spotlight!

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Beyond Borders: 6 Success Stories Integrating Cultural Diversity in PR & Marketing

Fri, 31 May 2024 22:50:26 GMT

In today's interconnected world, celebrating diversity isn't just a moral imperative – it's also a smart business strategy. Companies that embrace and promote inclusive marketing can broaden their prospective customer base to consumers from all walks of life. As AAPI Month comes to a close, let’s reflect on six standout campaigns that exemplify cultural diversity in PR and marketing:

1. Apple's Heartwarming Tribute to AAPI Love

Apple’s memorable campaign " The Bucket " was an advertising campaign featuring AAPI creators and influencers. The short film follows a man who receives a cumbersome white bucket from his mother and faces a series of misadventures on his journey home, only to uncover delicately concealed eggs beneath the bucket’s layers of dense sand. “The Bucket” poignantly explores the emotional weight of familial separation and how the enduring bond of parental love transcends physical distance through an AAPI lens, tied both thematically and culturally to Lunar New Year. This campaign underscores Apple's commitment to inclusivity and representation across its marketing efforts.

2. Dove’s “Real Beauty” Campaign Soars

Dove has long been at the forefront of championing diversity and inclusivity in its campaigns. By featuring real people from diverse backgrounds, including people of color, the LGBTQ community, and individuals of all ages and body sizes, Dove's "Real Beauty" campaigns have struck a chord with consumers worldwide. Dove's latest ad, " The Code ," reaffirms its commitment to authenticity by pledging not to use AI to create or distort women's images to mark the 20th anniversary of “Real Beauty.” Through initiatives like “The Code,” Dove continues to advocate for genuine representation and empower individuals to define beauty on their own terms.

3. IKEA’s Tailored Touch Builds Culture in Every Corner

IKEA’s success as the world’s leading furniture brand stems largely from its savvy localization strategy. In Japan, for example, IKEA's catalog features smaller, compact products custom-made for the country's smaller homes. The company also frequently adapts to local tastes and preferences, such as separate men’s and women’s shopping sections in Saudi Arabia, respecting the country’s prevailing cultural norms. IKEA’s localization approach sets a gold standard for global brands and demonstrates its deep understanding of global diversity.

4. Amazon Champions Women at Work

Amazon’s " Women at Work " is a multi-media campaign celebrating and amplifying the stories of women “who innovate, lead, and uplift others toward a more equal and inclusive workplace.” Featured Amazonians include both executives – such as Alicia Boler Davis, Vice President of Global Customer Fulfillment – and regular staffers alike. By featuring diverse voices and experiences, Amazon not only champions gender and cultural diversity but also brands itself as a progressive employer to prospective hires – a win-win for the company and its public relations efforts.

5. Fenty Beauty Frames a New Foundation for Inclusivity

Fenty Beauty's " Beauty for All " campaign redefined inclusivity in the cosmetics industry. With its extensive range of 50 foundation shades, the brand addressed the persistent problem of neglected skin tones and undertones, creating an inclusive space open to every makeup lover. The brand's global launch in 17 countries and the subsequent "Fenty Effect" have inspired industries beyond beauty to prioritize inclusion and challenge traditional norms in product design, proving that diversity is not just a trend but a transformative force. As celebrity founder Rhianna emphasizes, Fenty Beauty is about “showing, not telling.”

6. Etsy Goes from Brine to Shinexpect the Unexpected

Etsy's "Meet Our Sellers" series showcases the stories of small businesses on the platform, celebrating the diverse backgrounds and experiences of entrepreneurs around the world. One such story, " Jar of Pickles ,” follows Etsy seller Kirstie Wang’s inspirational personal journey as the daughter of Taiwanese immigrants. “Jar of Pickles” tells a story of resilience and success, serving as a powerful reminder of the transformative potential of entrepreneurship and cultural diversity, encouraging other businesses to sell with Etsy.

By celebrating the rich tapestry of cultures, identities, and experiences that make up our world, brands can build deeper connections within an increasingly global marketplace. As these six success stories show, the most effective campaigns go beyond surface-level representation to authentically reflect and uplift underrepresented voices.

And as we usher in Pride Month come June, let’s continue to champion diversity in all its forms – both in business and beyond!

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Riding the Dragon's Tail: 6 Tips for Navigating PR/Marketing Success in the Digital Realm

Tue, 09 Apr 2024 22:53:58 GMT

1 . Understand the Digital Dragon

To ride the digital dragon like a pro, deepen your familiarity with online communities like Facebook, Instagram, X (formerly Twitter), and YouTube. Staying updated on new technologies and using them in your campaigns give you a leg up on your competition. ZoHo , a handy cloud business suite, offers features like social media management and CRM for building a robust online presence across multiple channels and audiences. By leveraging online tools to engage your audience authentically, you too can craft impactful messages that leave a lasting impact in the dynamic online space.

2. Craft your Digital PR/Marketing Strategy

Crafting a robust digital PR/marketing strategy entails a comprehensive approach incorporating both creativity and strategic data. This includes overarching planning for the quarter or year, envisioning the entirety of your digital presence. Whether unveiling offerings or initiatives like online and offline campaigns, social media posts, editorial calendars, brand messaging, and KPIs, aligning activities to your goals and integrating intentionality into your next moves are crucial for capturing audience attention. By tailoring content to suit your audience and harmonizing creativity with data-driven decisions, your business can carve a distinctive niche in the digital sphere and foster genuine connections.

3. Tame the Social Media Dragon

Like the dragon, social media can be incredibly powerful yet dangerous when not handled properly. PR folks must become dragon tamers by grasping each platform's nuances and risks. Take X’s text-focused platform, for example. Hashtags and user replies can build community – or burn it down, as McDonald's learned when its #McDStories campaign quickly turned into #McDHorrorStories when it attracted negative feedback instead of heartwarming tales, forcing the company to quickly pull the promoted hashtag after just two hours, highlighting the unpredictability of crowd-sourced campaigns and the challenges of controlling social media narratives. But it's not all doom and gloom. Skillful social media use can help businesses build a strong online presence, connect meaningfully with their audience, and navigate the dynamic world of digital PR.

4. Navigate the Data Jungle

Navigating the data jungle requires using advanced analytics to chart your course. For inspiration on your journey, look to Netflix. The streaming giant boasts a bevy of data to personalize its platform for each user. Consider A/B testing your YouTube thumbnails, crafting targeted ad copy for customer personas, or displaying geo-targeted web content. This strategic data use will not only boost your effectiveness, but also help your business stay nimble in the ever-evolving digital landscape.

5. Dragon-Slaying AI Tools and Technologies

Like a tech-savvy knight, PR professionals can leverage AI tools for efficiency, innovation, and a competitive edge. For example, Heinz Ketchup recently used AI to generate images related to "ketchup." The result? Designs strikingly similar to the classic Heinz bottle and a viral campaign claiming, " Even A.I. knows that ketchup is Heinz ." SKC has also used this technique for our client Taiwan Excellence's social media b y asking AI to draw a visual representation of the brand . Between ChatGPT, Google Gemini, Dall-E, and more, there are endless new platforms to help marketing pros streamline content creation.

6. Expect the Unexpected

Embracing adaptability and agility allows companies to thrive in the face of constant change. Fast food chain Wendy's perhaps understands this better than most. The Wendy's X account regularly replies to posts mentioning the brand, often capturing public attention, and creating viral moments in the process. One such reply unintentionally sparked the most shared post ever , earning Wendy's invaluable brand and media exposure. As Wendy's proves, cultivating adaptability can turn everyday engagement into exponential opportunities.

Today’s technological landscape is vast, but with the right skillset, we can soar through it together. Ride the dragon's tail with resilience and innovation and let SKC help you make your mark in the digital skies! Interested in a complimentary consultation? Click the button below:

STARLUX Airlines Soars to New Heights with Successful Seattle-Taipei Launch

Thu, 04 Jan 2024 23:39:40 GMT

Taiwan-based luxury carrier STARLUX Airlines celebrated its third US destination and inaugural Seattle-Taipei flight on August 16, 2024, marking its arrival in the Pacific Northwest and at the hub of partner Alaska Airlines. This expansion enables seamless connectivity from more than 100 US cities to Seattle via Alaska and onward to Taipei and 23 other Asian destinations.

Designing STARLUX’s third US gateway launch to showcase its luxury brand, maximizing media moments, stakeholder relationships, and community connection .

Strategic Scheduling: Instead of hosting a gate launch close to its 2 a.m. departure, SKC worked with STARLUX and SEA to execute a late-afternoon celebration that began with a visually exciting water cannon salute embraced by all, especially the media.
VIP Reception: The salute was followed by a much-praised reception well-attended by VIPs and community leaders. Port of Seattle commissioner Sam Cho, TECO director general, STARLUX CEO, Alaska Airlines CCO’s ribbon-cutting and gift exchange ceremony highlighted the new route’s significance in strengthening ties between the U.S. and Taiwan.
Cultural Connections: SKC also coordinated a lively performance from the Mak Fai Association’s traditional Taiwanese drummers, symbolizing the connection between Taiwanese culture and the Seattle community.
Lights, Cameras, Coverage! The launch received widespread coverage from major media outlets such as Business Traveler, MSN, Reuters Today, Simple Flying, World Journal, Travel Pulse, and Flyer Talk, as well as from notable aviation influencers such as Runway Girl Network and The Points Guy.

Following the launch, STARLUX received overwhelming positive feedback from VIPs and attendees, sizable social media engagements, and a boost in customer queries and bookings.

SKC and STARLUX demonstrated that launching a new route can be more than a logistical achievement—it has laid the groundwork for continued US expansion, and can be an unforgettable experience that connects people, cultures, and economies across the globe.

Working with Influencers? 6 Ways They Boost Your Business

Wed, 30 Aug 2023 23:01:37 GMT

F rom rising YouTube stars to Instagram models, to TikTok trendsetters, social media influencers drive successful marketing and PR campaigns. With the power to captivate audiences, amplify brand messages, and send engagement rates skyrocketing, these influencers shape brand perceptions in ways one can only dream when using traditional methods. Get ready to harness the potential of this dynamic marketing approach and take your company to new heights.

Here are 6 ways working with influencers can boost your business:

1. Influencers Boost Your Brand Awareness

Influencers amass loyal and engaged followings that span platforms. Large, dedicated, and ever-growing followers trust their recommendations, thinking of them more like peers than another ad. This exposure is unparalleled, especially when compared to traditional marketing methods. For presentation technology company AVer’s KOL campaign, it had a very specific audience in mind – teachers who teach remotely. SKC reached out to influential micro-blogger ms.campbell.teach to leverage her active and engaged followers, exactly those AVer wanted to reach. That campaign generated over 52,000 impressions, blowing original expectations out of the water. That’s a lot of teachers who now know the AVer brand and how its products can help them teach remotely!

2. Influencers Boost Your Brand Authority

Consumers are increasingly skeptical of traditional advertising. Influencer marketing offers a breath of fresh air. Influencers are seen as authentic, relatable, and trustworthy sources and often build strong relationships with their followers. Collaborating with them transfers that trust and credibility to your brand. Gamers trust other gamers, which is why ASUS put their ROG phone in the hands of Twitch streamer Anthony Chenn for a live stress test. The four-hour live demo left the audience impressed and many excited enough to get the product for themselves.

3. Influencers Boost Your Sales and Conversions

What’s a key goal for any company? It’s simple, make a sale. Influencers are masters at doing just that. Whether it's product demonstrations, reviews, or exclusive discount codes, influencers can encourage their followers to act and make a purchase. For example, look at the Dunkin’ Donuts campaign featuring TikTok star Charli D’Amelio! Taking advantage of Charli’s impressive 151.2M followers, Dunkin’ Donuts started a partnership where the TikToker starts her day with her signature “The Charli” drink. Her followers, wanting to be like their idol, then flocked to Dunkin’ triggering a 57% increase in app downloads and hundreds of thousands of drinks sold.

4. Influencers Boost Your Authentic and Engaging Content

Influencers are content creators at heart. They open the door to a treasure trove of creative and engaging content that resonates with your target audience. This authenticity fosters a deeper connection, making your brand more relatable and memorable. When ACER teamed up with Brad Cowboy to promote their new creator laptop, the youtuber made a video called “ How to Cheat at Art .” The focus wasn’t specifically on the product, but on Brad’s ability to “cheat at art” using the product. This ended up highlighting the product in a much more meaningful and innovative way than just a straightforward review.

5. Influencers Builds Buzz Around Special Events

A special event coming up? Influencers generate buzz like no other! They can showcase your offerings in an exciting and enticing manner, creating anticipation and excitement among their followers. Influencers have become ubiquitous at promotional events. Like a tree falling in the forest, is there any noise around an event without an influencer to witness it? Mattel used influencers to great effect for The Barbie Movie . Multiple influencers encouraged their audiences to wear pink to movie theatres and hold parties celebrating the iconic doll. The community exploded, with many influencers making their own content without prompting since it was so viral! The results? Barbie surpassed box office expectations.

6. Influencers Boost Your Brand Communities

Influencers are catalysts for forming vibrant communities around your brand. Their followers come together to discuss, engage, and connect. By fostering these communities, your brand transforms from a mere product or service into a shared identity and communities that draw your audiences together. In 2022, SKC’s client Taiwan Excellence and Predator (part of ACER and a Taiwan Excellence award winner) partnered with Twitch Streamer BTMC to promote the award-winning Gaming Utility Backpack via a livestream at the pop-culture convention Anime Expo. BTMC’s online and offline communities flocked to him as he walked the floor and showed off the product. The Backpack wasn’t just a product, it was an essential tool for gamers to enjoy the event!

Influencer marketing can be incredibly beneficial for any company at any time. From elevating brand awareness and credibility to driving sales and conversions, influencers offer a multifaceted approach to boosting your business. If you haven’t tried it yet, you’re missing out.

Not sure where to begin with your influencer campaign? SKC is here and ready to help. Click on button below to schedule a complimentary consultation with us!

Want to Connect with Millennials and Gen Z? 4 Dos and 1 Don’t

Sun, 13 Aug 2023 23:03:22 GMT

Don’t let your marketing be mid. Don’t speak Gen Z? Let us help! To translate: don’t let your PR and marketing suffer from holding onto outdated strategies. Having grown up online, Gen Z and Millennials sometimes sound like they have an entirely different language. Companies are striving to figure out how to market and sell to this generation, especially as their spending habits differ drastically from the previous generations.

Finding out how to appeal to Gen Z require new perspectives. The way the marketing world has been targeting consumers for the last two generations will not work with this one. Their beliefs and values differ greatly, and they’re willing to stop buying to force change. If we want to sell to millennials and Gen Z, we will have to adapt. Here are four essential marketing "dos" and one important "don't" that will help build loyalty among a younger consumer base.

1. Do Focus on Authenticity!

Millennials and Gen Z can spot promotions and sponsorships from a mile away. They value the “why” over the “what.” They want to feel good about interacting with you, so they want to know why your company does what it does. The trick is to focus less on selling to them and more on how you can help them. For example, instead of an ad spot or press release explaining product details, try a pop-up experience relevant to your brand. And make sure to have a social media strategy to support it and increase visibility.

2. Do Stay Adaptive

Improv is your friend! The online world can change in an instant and the younger generations are early adopters of new technologies and trends. Case in point: Threads. This virtual sensation has quickly become the talk of the town, gaining 30 million followers in 24 hours and storming the online world in just a matter of days. The platforms that your target audience live on change their algorithms regularly, so what was acceptable one week might tank your numbers the next! Being adaptable allows you to pivot your strategies and allocate resources accordingly to meet millennials' and Gen Z's evolving preferences. Social listening is critical and a social media strategy that ensures you get your message across correctly is imperative.

3. Do Put Mobile First

When have we ever seen a Millennial or Gen Zer without a mobile device? Companies who prioritize mobile to connect with a younger demographic have much to gain. There’s a direct connect between mobile experiences and customers’ perceptions of a brand. With mobile, it’s easier than ever to engage with them in real-time and leverage tactics like influencer campaigns and user-generated content. Let’s put mobile first!

4. Do Learn their language

Demographics may evolve, but the need to understand your audience will constantly drive great marketing. Immerse yourself in their language. It’s difficult to convey tone with just text and no body language or vocal nuance, so Millennials and Gen Z created new rules to add tone into text conversations. Unless you understand this new language you could give the wrong impression by accident. For example, let’s take the use of ellipses. Gen X and Boomers might see “...” as a simple pause, but to younger generations, it’s the equivalent of passive-aggressively rolling your eyes! And modify your content to speak their language and they can easily understand it.

5. Don't Treat them like Children

The worst thing you can possibly do with millennials and Gen Z is treat them like children, talk down to them, or make them feel disrespected. Millennials are in their 40’s. The oldest Gen Z has been in the workforce for almost a decade. They’ve seen multiple economic downturns, natural disasters, national tragedies, international upheaval, and a global pandemic. Any wonder they’re tired of being treated as if their biggest concern is avocado toast. They are well-informed, socially aware, and actively involved in shaping the world around them. Companies that recognize that and engage them as partners can, and will, forge stronger connections and tap into their collective power. So, put your brand in their hands and create unique TikTok, Snap and Instagrammable opportunities. Work with influencers, ditch the script and let their creativity speak organically.

Ready to tackle the dynamic younger generations? Remember, they are not just another demographic to check off your list. Understanding their preferences, motivations, and unique characteristics is crucial for successful engagement. Want to reach Millennials and Gen Z? SKC’s team of experts are happy to be a sounding board. Click on button below to schedule a complimentary consultation with us!

AI in Public Relations: The 3 Upsides and the 3 Downsides

Thu, 30 Mar 2023 23:06:31 GMT

With the emergence of ChatGPT and all its hoopla, artificial intelligence is once again a hot topic, It’s now impossible to find an industry that’s yet untouched by AI, including public relations. Will AI replace PR, marketing, and communications teams at your company one day soon?

In a recent interview , Jacob Puthenparambil, CEO of PR firm Redhill, was asked whether he thinks technologies like ChatGPT will replace PR. AI, he said, could replace some content production, but at the end of the day, PR is still a people-driven industry. AI is a tool, not a human and lacks the emotions needed when it comes to much of the business. Do you agree?

There are some challenges of AI in PR, but there are many upsides too. Let’s take a look at the top 3 of each—and how they might affect your business.

The Upsides

Upside #1: Smarter Media Monitoring

Many companies rely on media monitoring services to capture company and industry coverage. These services rely on AI to gather and sort the data and news a more time-efficient manner. AI-generated reports help you understand how people are talking about your company, what your share of voice is compared to competitors, and what issues are trending in your industry. AI also generates new story ideas for content and media outreach, as well as quickly identify and respond to relevant news stories, social media posts, and other online content.

Upside #2: Time-savings and Quality Checks

Grammarly, Microsoft Word, and Gmail all use AI. Think of Smart Reply in Gmail that can help save time with automated email replies and autocorrection to ensure grammar and spelling are up to par. AI can also suggest ways to rewrite sentences to make them more "active" and succinct.

Upside #3: Guide Social Media Content & Management

Like word processing and emails, many social media platforms already leverage AI. Take TikTok. Its platform is almost entirely governed by AI. Facebook has implemented AI too, using it to suggest ad copy and target advertising to audiences most likely to engage with the ads. Just like media monitoring, AI can help us create social media posts and images, optimize, and improve efficiency with social media monitoring, and inform social media strategy and campaigns.

The Downsides

Downside #1: Overreliance on AI

We can't rely on AI for all communications content. Vanderbilt University's Peabody School learned this lesson when the school had to apologize for using artificial intelligence to communicate about a mass shooting at another university. AI lacks the "human touch" crucial in our business, whether communicating internally or externally. Humans are nuanced, and communications should be too.

Downside #2: Odd Results

While AI can achieve stunning results like this Generative AI video on the history and future of art, it can also produce the opposite. The Vanderbilt letter started with the following line: "The recent Michigan shootings are a tragic reminder of the importance of taking care of each other, particularly in the context of creating inclusive environments." While school administrators signed it, students became upset after learning that it was actually written by ChatGPT. Company statements, blogs, thought leadership articles, press releases – communications requiring important information and expertise – are best written by communications experts who take into consideration the importance of adequately sourcing, citing, and writing with nuance, context, and brand voice in mind.

Downside #3: Privacy & Security Leaks

Of particular concern is the leak of sensitive corporate data. A Dark Reading article about ChatGPT noted that "more than 4% of employees have put sensitive corporate data into the large language model, raising concerns that its popularity may result in massive leaks of proprietary information." And although the ChatGPT cautions about this on its site, are employees reading it? This risk should be taken seriously. JPMorgan has already taken steps to restrict its use. And companies like Microsoft and Wal-Mart have warned employees to be mindful of the potential risks of generative AI services.

Indisputably, AI’s prevalence is rising in public relations. Now companies and individuals must weigh its pros, cons, and potential landmines. The most important takeaway: don’t lose the human touch!

So, there you have it: SKC’s insights into the upsides and downsides of AI in PR. If you’re hoping to derive the best of AI and human expertise in 2023, schedule a complimentary consultation with us:

6 PR & Marketing Trends Shaping 2023

Tue, 28 Feb 2023 23:15:14 GMT

2022 brought us lessons of growth, resilience, and transformation as we conquered the challenges of a disruptive year. With another exciting year behind us, SKC has compiled our take on the top public relations trends and challenges for the year ahead. What will 2023 bring? Here are six trends to consider and leverage for your company:

1. Personalize, it’s Imperative

Personalization has become a prized commodity in public relations. It offers something unique and genuine to build customer loyalty and increase sales by meeting customers at their individual points in the buying process. And our customers are journalists and influencers. By tailoring PR pitches to individual journalists or influencers, you create messages relevant to their specific interests. This helps to establish immediate trust and credibility with new sources and deepen the existing relationships you have with media outlets and professionals. When you make things personal, and therefore more relevant, you increase the probability getting more of your content published by the media and influencer contacts you target.

2. Micro-Influencers are on the Rise

“Micro-influencers” are influencers with smaller followings — usually between 1,000 and 100,000 followers – and they’re becoming increasingly popular. Why? Because they offer better engagement than their mega-influencer counterparts. The rise of micro-influencers has caused businesses to move away from using big-name celebrities and traditional mass media channels in order to focus on smaller, more specific markets. And since it works so well, influencer campaigns will continue to lean on these influencer promotions for brand growth.

3. Content is still King

Now, more than ever, modern digital marketing strategies must include content marketing as a key element. And if it’s interactive content, all the better. It’s critical to generate and share valuable, efficient, and consistent content in order to attract and keep a specific audience and create positive customer action.

4. Video marketing Gains Steam

While a common marketing tool the past few years, video is gaining steam in 2023 thanks in part to the growing popularity of platforms like TikTok and YouTube. Video offers a unique way for companies to connect with their audiences. Videos can be used to display products and services, tell fascinating stories, and create interesting content that appeals to consumers.

5. Social’s Status is Steaming

Social media has always been dynamic and 2023 is no different. And while it has changed over the years, social media platforms are actively used by millions, making them an ideal place for you to interact with customers, grow your brand, and drive sales. Facebook, Instagram, and Twitter are still mainstays, while TikTok, though very popular, is facing some problems and is seeing the app banned on some devices in the U.S. But at the same time new social platforms are coming online like BeReal, Mastodon, and Post.

6. Now Taking Off – Artificial Intelligence and Machine LearningQuantifiable Results

ChatGPT has taken the world by storm, and brands are increasingly using AI and machine learning to optimize their marketing efforts. AI-powered tools can analyze social media conversations to understand the sentiment around a brand or product or analyze historical data to predict future trends and customer behavior. With these insights, marketers can make more informed decisions about their campaigns and messaging. What’s more, AI can also assist in creating content— headlines, social media posts, and even longer-form content like articles and reports. AI can help you be more efficient, effective, and data-driven in your marketing and PR efforts.

So, there you have it: SKC’s handy guide to the top PR and marketing trends for 2023. They're impossible to overlook if you’re serious about taking your business to new heights. These six top PR trends can help to guide your strategy. And so can SKC! Schedule a complimentary consultation with our team:

Elevate Your Success - 6 Benefits of Partnering with a Marketing/PR Agency

Sun, 29 Jan 2023 23:17:10 GMT

New year, new goals! As you navigate the exciting journey of business growth in 2024, consider the invaluable contributions a marketing/PR firm can make to your success. We might be biased, but even visionary leader Bill Gates once said, “If I was down to the last dollar of my marketing budget, I'd spend it on PR!” Partnering with a PR firm adds a wealth of strategic communications expertise including proven marketing campaigns, knowhow, media and influencer connections, social media chops to grow your online communities, press coverage, reputation, and so much more!

Ready to elevate your success? Here are six benefits of partnering with a PR firm in 2024:

1. Harness Our Expertise for Your Success

In the dynamic world of business, you crave expertise, and we've got it in abundance. Imagine an ensemble of seasoned professionals, each a virtuoso in their field. Your agency is your secret weapon, armed with specialists in PR, content creation, social media, design and more – a powerhouse team propelling your brand forward. We have a deep understanding of current trends, media landscapes, and public sentiments and behaviors to create tailored plans that resonate with your target audiences. Embrace the expertise. Let's sculpt success together.

2. Reserve your Efforts to Focus on What You Do Best

You exude passion for your business, developing your products and services. That’s what you do best. What your agency does best is to help build your brand so your business and products matter more and more to those you want to reach. By crafting strong messages, stories, engaging content, press releases, and content, and disseminating to the right channels will showcase your brand in a positive light, and help you build reputation and demand. With a trustworthy agency, you can remain focused on your core competencies while we handle ours.

3. Be More Efficient, Effective, and Save Money

Maximize your marketing budget with a professional PR and marketing agency. How? Agency teams create scale that let you effectively multiply your workforce and accelerate your goals without the high costs of increasing staff. With your agency partner, you won't need to hire a slew of in-house media relations pros, social media specialists, or a large staff of corporate communications writers. Using a PR agency brings all those people on board, automatically expanding your team.

4. You’ll Have an Abundance of Marketing Technology Resources

The marketing technologies provided by your agency can contribute to long-term success. Resources at our disposal include comprehensive and targeted media and influencer databases, as well as marketing automation, social media management, and design software and tools. You can also tap on our established relationships with journalists, influencers, and media outlets to help secure media coverage, KOL collaborations, and interviews to amplify visibility and reach a wider audience.

5. With a PR Agency You Can Be Two Places at Once

Managing multiple priorities, juggling schedules, and multitasking are your daily challenges. No one can be in two places at once, but with a PR marketing agency, you can. An agency partner takes a load off your shoulders. While you're busy building your business, your extended PR team is busy launching campaigns, pitching your stories, booking interviews, creating content, managing social media channels, and securing speaking opportunities and awards for your executives.

6. See Quantifiable Results

At the end of the day, it’s all about results. Increased awareness and positive perceptions of your executives, company, and products often precede market growth. Greater visibility means greater credibility with potential buyers and builds trust with existing customers that can result in increased revenue, higher profits, and happy investors. You can count on your agency partner to support your monitoring and analysis of media coverage, social media engagement, track marketing’s progress against sales growth, and help drive even more results.

At SKC, we apply both passion and purpose in telling your story through proven strategies that drive business results. We stake our reputation on building yours.

Interested in exploring how we help companies and brands achieve results? Sign up for a complimentary consultation on how we can elevate your success in 2024! Schedule a complimentary consultation with our team:

Four Brands, One Story: Crafting a Unified Message for Global Success

Wed, 04 Jan 2023 23:53:30 GMT

Zepp Health, a global leader in smart wearables and health technology, has rapidly become a key player in the health, fitness, and wellness industries. Founded in 2013, the company quickly expanded across Asia Pacific, the European Union, UK, and North America.

The Brief

With a diverse and rapidly growing portfolio of consumer brands – Amazfit, Zepp Clarity, and Zepp Aura – Zepp Health faced the challenge of crafting a cohesive corporate narrative that aligned with its renewed focus on the US market. To achieve this, the company needed a strategic partner to support its corporate identity and brand communications architecture refresh.

What We Did

SKC collaborated closely with Zepp Health’s global branding team to build a full-scale messaging framework that positioned the company as a distributed global entity. Our work included an immersive multi-channel communications audit, developing unified messaging and positioning, and building out core press kit materials. These foundational tools ensured a seamless rollout of Zepp Health’s new messaging hierarchy across its corporate structure.

Following our successful messaging program, Zepp Health tapped on SKC to provide ongoing support for its corporate, sub-brand, and product PR. Working in lockstep with the company’s in-house teams, we have provided strategic insights and agency-level resources to accelerate success, including:

Turning a multi-brand portfolio into one cohesive story that powers product launches, media coverage, and market expansion.

Amplifying Amazfit New Smart Wearables Launch: SKC leveraged our media relations expertise and extensive network to secure product reviews for Amazfit across top-tier publications, boosting its visibility in the US wearables market.

Making Waves with Zepp Clarity Hearing Aid Solutions: SKC spearheaded a high-impact, multi-pronged product launch for Zepp Clarity’s newest product, the Zepp Clarity Pixie, building brand awareness through top placements in Engadget, Yahoo! Health, and more.

All Abuzz at CES: Leveraging SKC’s track record driving media interest and coverage at CES, Zepp Health’s innovative products – such as the Amazfit Helios ring and Zepp Clarity Pixie – took center stage at Pepcom 2024, spotlighting the unified strength of the Zepp Health portfolio.

The Outcome

Our partnership with Zepp Health has evolved from a branding overhaul to an ongoing collaboration spanning product launches, media relations, event promotion, and more. With a solid messaging foundation in place and a trusted PR agency by its side, Zepp Health continues to grow its reputation through earned media and building trust, growing its user base.

Building Trust, Scaling to Success

Tue, 03 Jan 2023 21:44:29 GMT

As a young startup in a crowded mobile security market, Silicon Valley-based TrustGo needed to build name and product awareness and increase downloads of its mobile app quickly and efficiently. Older and larger players were fast gobbling up market share and TrustGo knew that a focused, creative marketing/public relations program, or the lack of, would make or break their fledgling company.

TrustGo brought on board SKC as its agency and we became an extension of its small marketing team. SKC collaborated closely with TrustGo to message and position the company as a knowledgeable, positive and protective force for Android device users. We understood and leveraged the client’s strengths, knowledge and abilities to solve challenges during a time when phone apps resided in a realm akin to the “wild, wild west” of the mobile world.

Positioning TrustGo as a trusted Android security provider through media coverage and product recognition.

Knowing that building trust in TustGo and its products were essential to attracting more users and downloads, we jointly developed a multi-prong campaign that included these elements:

Content Marketing: We launched a Quarterly TrustGo Mobile Mayhem Report which fast became the go-to source for all data related to mobile security, such as rankings of the safest or most dangerous app marketplaces.

Awards/Reviews Program: we submitted the app for extensive reviews and testing and award considerations.

Proactive Media Outreach campaigns: We mined TrustGo product features and activities to develop newsy angles for tenacious media outreach.

Analyst relations program

In less than a year, TrustGo’s credibility was dramatically bolstered. Together, we accomplished the following:

Secured numerous positive reviews and award wins such as achieving #1 ranking with AV-Test.

Garnered tremendous positive press coverage in Forbes, CNET, VentureBeat, NBC TV News, NPR, Digital Trends, PC Mag, SF Weekly, CCTV America, TheNextWeb, Android Authority, TechHive, Silicon Valley Business Journal and many others.

Dramatic spike in app downloads

Increased attention and offers from the major US and Chinese companies.

And fulfilling the dream of many startups, TrustGo was acquired by Baidu, the “Google of China.”

Making a Splash in the US Market

Tue, 03 Jan 2023 21:37:03 GMT

In the battle for attention among CES's 4,500 exhibitors, Taiwan's foremost trade promotion organization, TAITRA (Taiwan External Trade Development Council) sought to expand beyond its early years of booth exhibits to hosting high-impact press conferences for its contingent of companies. To achieve this, TAITRA needed a US PR partner to oversee the event AND take their PR efforts to the next level. After an extensive selection process, they enlisted SKC because of the firm's hard-hitting, results-oriented strategy.

By leveraging SKC's marketing/PR expertise and media relationships, TAITRA celebrated a successful CES due in part to "standing room only" press conferences -- as well as high-profile media interviews. Our strategic approach was multi-pronged and leveraged the following tactics:

Elevating TAITRA’s CES presence through strategic press conferences and targeted media outreach.

Comprehensive Event Planning and Management : We selected, hired, and managed the emcees, catering, audiovisual teams, hotel staff, photographer, videographer, invitations, and logistics to make sure the event ran smoothly, reflected the best of Taiwan, and was an enjoyable experience for all.

Message and Materials Development : With the variety of companies and products presenting, TAITRA needed individualized and targeted news hooks and PR materials. SKC worked with each company to tell their unique innovation story -- through press releases, fact sheets, demos, signs, photos, and video.

Creative Design : From press invitations to backdrops, standing banners, and room layouts, we designed materials that enhanced TAITRA's and Taiwan Excellence's image and story.

Full-scale Media Campaign : We dug into the latest CES reporting to offer trend pieces that mapped to presenter topics, built demos that appealed to the media's desire for photos and video, created custom media pitches, and conducted tenacious one-on-one outreach.

The results: Press conference crowds of more than 80 media and industry attendees in our first year of partnership, and over 100 in our second year -- and media coverage in some of the most widely read national and international media outlets. Meanwhile, a global audience of around 20,000 watched the conference livestream online each year. Highlights include:

Staged a high-impact press conference with a standing room only crowd.
Conducted comprehensive media blitz, which incorporated securing pre-event, day-of and post-event media outreach.
Secured coverage in nearly 150 national and international media outlets, including Forbes, Wall Street Journal, The Verge, ABC TV News, Huffington Post, Quartz, MSN Money, Yahoo! Finance, Taiwan News, CGTN America, World Journal, Sing Tao Daily, among many others.
Secured interviews and/or demos with 48 key influential trade and business media.
Distributed press releases that reached 8.7B for online postings, 376M for online full-text postings.
Delivered project report, photos, and CES video to support TAITRA's ongoing marketing efforts.

What's more, the success of the CES events resulted in TAITRA selecting SKC to support them at the ISC West Conference, to just as much triumph.

COVID-Killing Air Purifier Campaign Draws Prospective Distributors

Tue, 03 Jan 2023 21:17:39 GMT

One of the largest air purification solutions providers, China-based AirQuality Technology (AQT), having made huge strides worldwide, now sets its sights on one more market – North America. With ambitions to establish a strong presence here, AQT needed to build name and product awareness and set up a distributor network quickly and efficiently. So, AQT tapped on SKC to be their US partner.

Building awareness for AQT’s COVID-killing air purification technology while generating early distributor interest in North America.

Time was of the essence. As the world raced to mitigate the coronavirus crisis, SKC worked closely with AQT to message and position the company as a knowledgeable and protective force against COVID. We used AQT’s innovative commercial air purifiers featuring the company’s proprietary MESP® technology — one of the only purifiers proven to kill 99.99% of the COVID-19 virus — as our launch vehicle.

SKC’s put together a laser-focused proactive campaign which included a PR plan; tweaking the AQT website and developing strategic press kit materials (launch release, product photos, laboratory results information, and corporate fact sheet) to help position them the right way in the United States.

To capture the attention of AQT’s audiences, our media strategy targeted HVAC distributors as well as consumers and businesses looking to ensure clean air in their homes and offices. In addition to HVAC publications, we pitched business, technology, and health magazines as well as online media sites. Our key message: businesses are re-opening and developing health/safety plans to curb employees’ exposure to COVID-19, and many are prioritizing and upgrading current HVAC systems.

SKC's word yielded important outcomes for AQT and improved the company's visibility as an air purification leader. SKC secured a slew of strategic coverage in outlets such as Architectural Record. Architectural West, Building Operating Management, Commercial Construction & Renovation, HVAC Insider and many more.

And, most importantly, within a few days of launch AQT had already been contacted by two distributors with several other contracts pending.

From Unknown to Unforgettable - STARLUX Airlines' Successful U.S. Launch

Tue, 03 Jan 2023 21:05:26 GMT

Facing the challenge of entering the competitive U.S. market, STARLUX Airlines, Asia's newest luxury airline, sought to establish a strong brand presence and generate excitement around its inaugural intercontinental flight from Taiwan to Los Angeles. STARLUX collaborated with SKC to drive brand awareness and position itself as a premier airline choice for U.S. travelers.

Transforming a market entry into a major media moment that introduced STARLUX’s luxury experience to U.S. travelers.

SKC hit the ground running, supporting STARLUX in launching its services with a strategic media campaign. This included compelling storytelling, strategic media partnerships, immersive brand experiences, and a high-profile media launch event. Before long, STARLUX and its unique offerings were featured in top-tier outlets such as Bloomberg, Business Insider, Yahoo! News, The Points Guy, Conde Nast Traveler, AFAR, World Journal, and more.

Multifaceted storytelling highlighted STARLUX's founder story, luxurious service offerings, and strategic brand partnerships, while engaging a diverse array of media outlets and influencers to amplify STARLUX’s story.

The media launch event, hosted at the Flight Path Museum in Los Angeles, CA, showcased STARLUX's brand values and premium services, facilitating meaningful interactions between the media and the brand, and creating buzz and anticipation for the inaugural flight.

Strategic media outreach sustained interest and momentum before, during, and after the launch through a consistent news cadence, leveraging extensive media networks to maintain high visibility and engagement.

The results, STARLUX Airlines established a strong foothold in the U.S. market. The strategic media campaign led by SKC resulted in over 220 stories, garnering 646 million media impressions. The extensive coverage contributed to a significant boost in brand recognition and led to over 90% flight bookings post-launch. Our LAX launch campaign for STARLUX Airlines also won the Public Relation Society of America PRISM Award for Media Relations.

The success of STARLUX Airlines' U.S. launch demonstrates the impact of strategic PR initiatives in shaping brand perception and driving business growth. Through collaboration, creativity, and relentless execution, SKC worked closely with STARLUX Airlines into an unforgettable brand, highlighting the power of innovation and perseverance in achieving success in competitive markets.

Claiming its Leadership, Reaching New Heights

Mon, 02 Jan 2023 21:27:07 GMT

On the heels of increasing competitive challenges, Apogee, a higher education networking company, was eager to do more. It looked for a partner to drive higher recognition and deeper differentiation in the eyes of its prospective customers. Through a strong referral and selection process, Apogee chose SKC to increase its brand awareness and to propel it into the higher education industry spotlight.

Positioning Apogee as higher education’s leading ResNet provider.

SKC hit the ground running, supporting Apogee in claiming and vocalizing its position as higher ed’s largest ResNet company. A company “relaunch,” media campaigns, strong story angles, and strategic partnerships followed. Soon Apogee and its customers and partners were in the press and/or winning awards, featured in outlets like Chronicle of Higher Education, Business Officer, EDUCAUSE, Campus Technology, University Business, Converge, College Planning & Management, ACUTA Journal and more. SKC also helped cement important partnerships and speaking opportunities with associations like NACUBO, ACUHO-I, and ACUTA.

Today, 10 years later, Apogee has dramatically increased in size and revenue. Beyond ResNet, it offers video solutions and is now the largest provider of managed technology services in Higher Education. Apogee has seen firsthand how a trusted partner can help propel the company to new heights and believes in the power of public relations to propel its expansion.

Revolutionary AI for Canine Cancer Captures Media Spotlight

Mon, 02 Jan 2023 20:51:09 GMT

Seeking to generate buzz around its groundbreaking AI technology for canine cancer — technology that holds promise for human applications — ImpriMed , a trailblazer in personalized pet cancer treatment predictions, selected SKC as its PR partner. The mission? To electrify ImpriMed’s Series A funding announcement and establish the company as a revolutionary force in the industry.

Securing a TechCrunch feature that positioned ImpriMed’s AI cancer technology at the forefront of biotech innovation.

SKC orchestrated a strategic media campaign, securing a major feature in TechCrunch that significantly elevated the company’s industry profile. SKC also proactively pitched more than 30 media outlets across various sectors, aiming for multiple stories or mentions, and distributed the funding release via BusinessWire. The comprehensive campaign included content and message development, continuous media relations, monitoring, and reporting.

Our tenacious outreach resulted in 13 influential media hits, positioning ImpriMed as a leader in AI-driven cancer treatment. This extensive coverage included prominent outlets such as Yahoo! Finance, International Business Times, Modern Healthcare, StreetInsider, Actual News Magazine, FinSMEs, Robots.net, Tech News Tube, Upstract, and World News Era.

Through meticulous planning and execution, SKC enhanced ImpriMed’s visibility and solidified its position as a cutting-edge biotech pioneer. This successful project has since led to an ongoing partnership, with SKC continuing to deliver impactful results for ImpriMed. Together, we now have a consistent press release pipeline, fresh content, a speaking and awards program, and a proactive media program that led to more media stories that raised awareness as well as potential customers and partners for ImpriMed’s groundbreaking work in cancer treatment.

Influencer Marketing Engages Beyond Traditional Marketing

Sun, 01 Jan 2023 21:57:13 GMT

The Taiwan Excellence (TE) ask was exciting and challenging! Enhance the Taiwanese brand image with English-speaking audiences. But don’t do it for just one brand, do it for six. And make sure they all tie back to the TE umbrella.

So, TE turned to digital marketing partner SKC to launch a cohesive, cross-platform influencer marketing campaign. What worked so well in this campaign was that the brands connected with influencers who were not only relevant, but also highly engaging, and considered trustworthy by their followers. As a result, the campaign was a tremendous success — blowing past TE’s expectations while uncovering new fans and prospective customers in the U.S.

For the six brand campaigns SKC worked with influencers specializing in different niches—from technology and gaming to electric and vehicles and education. Each influencer created unique content centered around the brand they focused on and infused their authentic voice into the content. Importantly, the campaign’s success was ensured by the hard work done up front in identifying the influencers with the same values as each of the brands.

Here are the brands’ influencer marketing campaigns with solid results below:

Showcasing Taiwan Excellence products to U.S. audiences through targeted, authentic influencer campaigns.

When you have a “mobile design station” for content creators, who better to partner with than digital artist Brad Colbow? Brad integrated Acer’s ConceptD 7 Pro laptop digital design tools into his video “ 10 Ways to Cheat at Art ,” and the response from his community ranged from extreme gratitude to renewed artistic motivation.
Two Instagrammers with teaching backgrounds – Akeeba Maze and Meleah Campbell --were the influencers for education tech company Aver. They demonstrated how the TE award-winning M15 document camera can enhance remote reading and science lessons for elementary students. Results exceeded TE expectations by more than 840 percent!
For BESV’s foldable ebike, electric vehicle influencer Electrified Reviews went all out in positioning the product as ideal for urban commuters--doing an in-depth video review , complementary blog post , social media content and product placement.
When gaming and PC build company Gigabyte wanted to promote their products, we teamed up with the popular YouTube channel “TechSource.” The channel integrated Gigabyte into an unboxing video and created a dedicated “retro futuristic” PC build with all Gigabyte products. The result: more than 1.5 million combined views and counting!
InWin’s reputation in the DIY PC market attracted popular PC build influencer OzTalksHW. The final video took a unique spin by reviving an abandoned, 10-year-old computer and rehousing it in InWin’s 309. Using 309’s customizable RGB lighting effects to create a dramatic “before” and “after” reveal, resulted in 500,000+ YouTube views!
For connectivity provider Zyxel, Wi-Fi influencer Liron Segev, The Techie Guy, was the perfect fit. Liron’s engaging, analytical video review of Zyxel’s award-winning Powerline Adapter included three days of speed testing comparisons and resulted in highly positive audience response and numerous sales leads.

Influencers were able to deliver incredible results for the TE campaign. Like TE, many brands are using influencer marketing in innumerable ways, and if you aren’t on board yet, it’s time to join in the fun!

A Fond Look at SKC’s 2022 Highlights

Fri, 30 Dec 2022 23:20:24 GMT

We’re in the heart of best-of season right now, the time of year when everyone releases their lists of favorites from the past 12 months. 2022 has been a fun and results-filled year for SKC and our clients, where we’ve added a creative flair to many PR campaigns to help clients to stand out from the crowd.

These are some of the highlights from 2022:

1. From Asia to the US – Fun Launches

Through the decades, SKC has established a niche as the marketing incubator for Asian companies looking to expand to the US. And why not. We make launches fun—and successful. The key is coming up with relevant news hooks for the US market and making clients’ stories compelling for American audiences. For Tappytoon , a leading global Korean webtoon and web novel content platform, our launch included a dazzling Infographic that highlighted how – on the heels of the Korean Wave that brought us K-Drama and K-Pop – K-Comics has become America’s latest Korean pop culture phenomenon. For fitness equipment firm King Smith Fitness , we highlighted how its Tik-Tok trending WalkingPads are helping users fall more easily in love with home workouts as Americans lead more sedentary lives due in part to the pandemic. Come try out their spiffy fitness equipment at CES booth #54400!

2. “Explore Every Terrain” at the OR Show

When it comes to events, few were as exciting as the summer Outdoor Retailer (OR)'s show. With the theme “Explore Every Terrain,” TAITRA, Taiwan’s foremost trade promotion organization, exhibited a multitude of fun and innovative outdoor products that showcased the best of Taiwan’s companies and products. The exhibition pavilion featured different "terrains" where visitors could see and experience the wonderful application of Taiwanese products. Eleven trailblazing companies showcased products for endless adventures — from mountain biking to offroading, swimming to spearfishing, camping to backpacking, and much more. SKC handled soup-to-nuts marketing and PR of the event, including activation activities at the 600-sq. ft. booth to attract and engage visitors. The booth was so popular the OR’s The Daily devoted a full-page story filled with colorful pictures on this! Watch our 44-second video here !

3. Media Relations: Not Pay for Play but Pray for Play?

There’s an old saying: “In advertising you pay for play, in PR you pray for play.” And that’s because getting media coverage that mentions or features your company is invaluable—it can bring attention, authority, and influence. Media relations is a mainstay of PR, and companies need it and want it. In 2022, SKC worked with many clients, from startups to established organizations and businesses, to connect them with targeted and important top-tier and trade publications. In 2022, SKC’s clients have landed in The Wall Street Journal, WIRED, The Financial Times, TechCrunch, and many top-tier industry media outlets read by their target customers and partners.

4. The Power of Influencers

Six years ago, the value of influencer marketing was estimated to be worth $1.7 billion. This year it’s expected to reach $16.4 billion. Several Clients have tapped on SKC for influencer outreach to leverage the power of influencers on popular blogs and social media platforms. SKC has been working with the “social stars” that align with our clients’ target audience, brand values, and goals to get positive product mentions, endorsements, and testimonials. In addition to the usual Instagram and Youtubers influencers, this year, SKC collaborated with key opinion leaders on Twitch , where streamer Stingin built the Acer Predator Utility Gaming Backpack in Minecraft and top OSU player BTMC streamed live from the Anime Expo carrying, interacting, and promoting the backpack creating much goodwill and interest on this bag that has become a coveted Christmas wish list item.

5. Sharing Your Story Across Social Channels

Social media channels have become a major source of news and information in today’s internet-driven world. But that’s not all. Social media presence is also a vital factor in search rankings and digital marketing. And that’s why Taiwan Excellence, Zepp Health, and VDS are among the clients SKC worked with in 2022 to build their social media programs, from ideating, planning, creating, and posting, to reporting. For one of our clients, we've helped them add more than 60,000 new followers on Facebook in one year.

6. Generating Buzz with UC Davis Pop-Up

Pop-up events are a hot trend right now. And we love them because they’re an innovative way to create a unique event and engage with customers and attendees in an exciting and fun way. To celebrate the season of giving and help spread holiday cheer, SKC supported Taiwan Excellence by partnering with the Taiwanese Student Association (TSA) at UC Davis to host an “Experience Taiwan Excellence” pop-up event on campus. About 220 students and visitors played games, made art, and interacted directly with Taiwan brands like FECA , PaperShoot , ASUS , IMstone , Novium , Annie’s Way , and took a variety of gifts home.

Interested in exploring how we help companies and brands get creative and achieve results? Sign up for a complimentary consultation and we’re happy to be a sounding board and brainstorm ways on how you can cut above the noise and make a bigger impact in 2023!

5 Do's for a Successful Corporate Blog

Tue, 01 Nov 2022 23:22:45 GMT

So, you’re thinking about starting or sprucing up a corporate blog? Good for you! A company blog is a great marketing tool for connecting with prospects, customers, partners, and to build thought leadership. And with figures like these – 77% of Internet users read blogs and spend 3X more time on them than email in the US – blogs aren’t something marketers can ignore! But blogging has to be done right to be successful and effective.

Here are our 5 Do's for creating and maintaining a successful corporate blog:

1. DO Start with a Great Content Strategy

Blogging is truly all about the content. Develop an editorial calendar focused on key themes, topics, or categories. And diversify your content. Sure, you want company or product updates but make your blog is interesting by including how-to's, customer stories, research, and viewpoints. Establish a schedule for postings – we recommend 1-2 blog posts per week. Editorial calendars should be flexible to accommodate timely issues and company announcements and news.

2. DO Make it High Quality and Relevant

This is a DO you’ll likely not dispute. Make sure that your blog post is easy-to-read as an online piece, with headers, images and bulleted lists included to break up the text nicely. And that your spelling and grammar are impeccable. It should also be relevant, so when writing content, monitor and research topics your customers and industry are discussing. If translating the content into other languages – make it translation-friendly, meaning steering clear of puns, slang, acronyms, and cultural-specific references.

3. DO Add Images, Videos, and Interactive Content

Want to make your blog post more appealing and engaging? You can do just that by using images, videos, infographics, or interactive content like calculators and short quizzes. For example, include a video for your customer story. Add graphs or charts for a research post.

4. DO Optimize for Search Engines

While researching topics and issues your customers care, make sure to do keyword searches too. Add keywords and tags to optimize your blog for search engines. In addition to adding internal links (great as CTAs) in your blog post, include external links to other prominent sites. According to Hubspot, search engines like Google value visuals for certain keywords. So, remember to add those images and videos!

5. DO Promote Your Blog

So, you’ve written a killer blog post. Now you need to get it out there for the world to see. Share your blog posts on other channels, such as customer emails, in your newsletters, and promote via social media. Make it easy to share by including social sharing buttons in your posts. And add a link to your blog in your email signatures. These are superb ways to reach your customers beyond search engines.

Hopefully, our post above provided some tips to help you start or spruce up your own company blog. Follow these five Do’s and you’ll be well on your way to having your blog posts get the attention they deserve.

Are you ready to get started? Our team at SKC is happy to offer you a complimentary consultation. Schedule it here:

5 Tips for Creating a Successful Global Communications Program

Fri, 07 Oct 2022 23:29:02 GMT

So, all your hard work and smarts have paid off. You’ve conquered your home market, and now the world beckons. You’re ready to grow your company’s global footprint – open new offices, serve new customers, and of course reel in more revenues. To ensure success, you’re cognizant of the instrumental role marketing and public relations play in building global brand awareness which inevitably precedes sales.

Whether you’re an international company looking to boost your profile in the US, or a US-based business aiming to expand globally, the way you handle your international marketing and PR is going to mean the difference between making it or breaking it. So, let’s get it right. Here are five considerations for planning your global communications strategy:

1. Localize, Localize, Localize!

Expanding – to Asia, Europe, South America? Or expanding from there to the US? Remember each country has its cultural norms and way of doing business. Effective communication starts with awareness of how business is practiced in each country. Understanding economic, political, and social backgrounds will strengthen your communications with co-workers and local media contacts. Adapt your content, SEO, and PR strategies according to each market based on their needs and the channels they interact with. For example, if you're doing business in China, marketing via WeChat is a must. It's the largest social media platform in the country, with 1.25 billion monthly active users.

2. Your Brand Positioning

You may be a big fish in your country, but in the international marketplace, you’re likely a tiny morsel. Create a cultural profile for each country you’re aiming to inhabit. Identify the most reputable news sources and their audiences and pick one or two messages to center around. Repeat these messages over and over again. Frequency, focus, and consistency are key to making your brand familiar to foreign audiences. But remember, brand consistency is vital. Whether it's a social media post, a brochure, or an ad, you want your audiences to recognize who you are no matter where you are. Coca-Cola, Apple, and Airbnb are great examples of companies doing global branding right. Maintain a brand style guide that outlines the colors, fonts, logos, and other guidelines that maintain brand consistency across regions and languages.

3. Know the Laws and Codes

The US has rules that companies must comply with when advertising in any media — and the same goes for other regions. Get to know regional laws around advertising, influencer marketing, ESG and sustainability claims, prize promotion, etc. Besides promotion, companies may have to adhere to rules regarding sales tactics, data protection, and products, such as product packaging and labeling regulations. Doing your research beforehand and having local expertise is paramount when entering a new market. While hosting events, gift-giving, and organizing press junkets are part of the PR toolkit, be aware that each country's policies are different.

4. Speak the Language, Know the Culture

The success of any international PR campaign relies on an appreciation of the intended market's culture, language, and nuances. If your translation translates poorly, it will fall on deaf ears — or worse, cost you $$$$. KFC bit off more than it could chew in the late 1980s when it expanded into China. The company failed to realize that their well-known slogan, ‘Finger Lickin’ Good’, translated to ‘ eat your fingers off ‘ in their target audience’s native tongue. Ouch.

5. Remember: Media are Not all the Same

What works media-wise in one country does not necessarily work in another. While press conferences are an effective PR tool in Asia, they are frowned upon elsewhere unless you're Apple. You also need to understand what’s considered newsworthy, as what’s relevant in China may be of no interest to the US media. It’s important to take local specific journalists’ preferences into account.

There’s a lot to think about. But an experienced marketing/PR agency such as SKC can support you every step of the way. We can help you establish where you fit in the market and how to communicate with foreign audiences and media. And we understand how to position your brand and make it stand out from the rest. For a complimentary consultation, our team at SKC is happy to chat!

5 Tips to Ramp Up for Fall Rush During the Summer Lull

Mon, 29 Aug 2022 23:34:48 GMT

“Summer breeze makes me feel fine,” croon Seals & Crofts. You probably agree. The summer is when you, clients, and customers go on vacation. The long summer months are also when businesses slow down, including industry conferences and events. Even lots of journalists take time out. While this may be a "quieter" period for business activity, it's one of the best times to focus on PR and marketing activities for the Fall rush.

Here are five tips to help you tackle the new season well in advance:

1. Where are You? Where Do You Want to Go?

It’s past 2022’s halfway mark, and it’s a great time to review and reevaluate your PR and marketing goals for the year. Are you on track to hit those KPIs? What went well? What didn't? Now is the perfect time to adjust or refine your goals, strategy, and tactics to make the rest of the year even better. As part of your mid-year review, don't forget about your customers. Are they satisfied with your product or service? Are you in tune with their challenges? Conducting customer interviews, sending out customer surveys, and social listening are great ways to collect and measure customer satisfaction and feedback.

2. Christmas Comes in August When Pitching Gift Guides

Did you know that Christmas comes early every year for brands with products and services to pitch for holiday season gift-giving? Most of the major print publications and some online media start compiling their holiday gift guides as early as August, which means late summer is the high season to get ahead of holiday planning and pitching. Some of these outlets have all their Gift Guide articles “wrapped up” by September!

3. Be Prepared for the Trade Show “Tsunami”

It happens every year... the Fall trade show tsunami. Labor Day arrives, the kids go back to school, and trade shows come roaring back. And while most will take place in October, November, and January, you need to plan well ahead of the scheduled time. And that means NOW! Launching a new product around the same time as the event? Have big news to share during the show? Need to print product sheets and order giveaways? Start preparing emails at least four to six weeks early. You’ll want to let your audience know you’re at the show and use email as a platform to announce important news, teasers, and opportunities to meet the team.

4. The Advantage of Fall Fundraising to Build Awareness

Fall is a huge fundraising time for schools and charity organizations, so reach out to some of your favorites and offer goods and services for raffles and silent auctions. Show how your company is engaged in volunteer or CSR projects through social networks. You’ll raise awareness about your business and be a good neighbor. There are many creative ways to engage your audiences – anytime and anywhere!

5. Start the Fall Season Right with Some "Summer" Cleaning

The summer slowdown is a great time to get ready for Fall. Clean up, update, and organize your media contact lists, awards, and speaking opportunities databases, customer email lists, and website updates on your to-do list. It's also a great time to update your social media profiles, review and rev up your content, from videos to blogs, and review your branding to ensure your voice is consistent across all your platforms.

So, while we’re still in the lazy, crazy, hazy days of summer — and it’s hard to stay focused on business — now is the time to plan ahead (and build in some downtime to re-energize), so you can be ready for the Fall Rush.

Being agile and prepared is vital for continuing success! For a complimentary consultation on how we can help, our team at SKC is happy to chat!

7 Tips for Creative Social Media Marketing

Wed, 27 Jul 2022 23:50:09 GMT

Have you ever wondered how a company turned their one-star reviews into a five-star campaign? Or how another rose above the pandemic to help those in need? And how do others use leetspeak and illustrations to attract followers? These are just glimpses into how businesses have embraced and are thriving on social platforms. With more than four billion users online, companies are increasingly prioritizing social media marketing and seeking new ways to promote their brands and products. Here are 7 tips for social media marketing to stir your creative juices for more innovative ideas of your own.

1. Your Audience Needs are Your Content Clues

To build real engagement and loyalty, give your audience what they need. Take TikTok for example. Viral marketing campaigns have created a new and exciting culture for users seeking to be entertained and educated. Language learning app Duolingo , with 1.5M+ followers and a total of 23.3M+ likes, exudes fun on every social post. The company launched an app install campaign with the message “Speaking English Doesn't Cost” by using its owl mascot to teach the meaning of popular hashtags like #fy, #trend, #stitch, and #cringe, and invited the audience to "install now." The owl’s fun lessons helped users and also helped the company drive attention, engagement, and resulted in impressive downloads.

2. Illustrate Your Brand's Story

Don’t just opt for generic product or stock photos (we know, that’s easy). While they have a place, they can make your brand look just plain boring on social media if used too frequently. Try incorporating illustrations into your brand’s storytelling – it can make an impactful and memorable impression. For SKC client Taiwan Excellence (TE) and its award-winning gaming brand MSI , we illuminated the brand with a pixel art illustration — it was as if a gamer was immersed in his gaming character at war next to him! This illustration went viral, reaching over 100,000 people. For TE brand Monte Fino Yachts , employing vector art technique, we painted a beautiful picture of friends enjoying the summer afternoon on this luxurious yacht with details of the exterior that it's known for. Illustrations allow your audiences to engage in ways regular photography can’t.

3. Embrace Your Imperfections

Failure, mistakes, mishaps — they all play a vital role in our lives. Embracing them can empower your business. If you got a weird email from HBO Max last year, you’re not alone. In June 2021, HBO Max, the streaming service confirmed an email with the subject line "Integration Test Email #1" went out to a sizable portion of their subscriber base by mistake. Then, via Twitter, HBO Max actually blamed it on the intern, saying, “We mistakenly sent out an empty test email to a portion of our HBO Max mailing list this evening. We apologize for the inconvenience, and as the jokes pile in, yes, it was the intern. No, really. And we’re helping them through it.” Twitter users around the world started sharing their work horror stories with the mysterious employee, using #DearIntern to revel in their own embarrassment and offer what they learned from their cringe-worthy experiences.

4. Turn Haters into Promoters

This isn’t a trick you’ll find in the books, but it works. Use negative reviews to your advantage. Snowbird Ski Resort – in 2017, this ski resort turned their one-star reviews into a five-star ad campaign. The campaign was called: The most misunderstood ski resort in the world. The cold hard takeaway here is that negative reviews don’t always have to be bad.

5. Turn Misfortune into Opportunities

While we’re grateful that 2020 is behind us, this list wouldn’t be complete without at least one honorable mention from the pandemic year. When COVID-19 started, the food and beverage industry were impacted heavily along with service staff. Miller Lite turned lemons into lemonade. They created and donated to a #VirtualTipJar to help those who had lost their service industry jobs during the lockdowns. They posted their #VirtualTipJar on social media to share with those who needed help on how they could apply and request donations from fans. The best part? The movement didn’t end with Miller Lite. Soon, other cities, businesses, individuals, and organizations jumped on board the hashtag and used it to set up their own #VirtualTipJars.

6. Be Authentic, Be Yourself

Let your brand image shine through your communication. Leetspeak’s spelling modification and novel grammar have always been a part of internet communication. Perfectly-curated content is not easily welcomed in personal space by the audience and social media is a personal space for many. Rub some of the polish off, especially if you are marketing to Gen Z and Millennials, and they will likely trust your brand image more if you are relatable. Many brands are already implementing this strategy on Twitter: Netflix , Wendy’s , and Merriam-Webster to name a few. You will often find Netflix making fun of themselves like in this tweet where they are poking fun at their platform (in a fictional voice) asking their audience if they are still watching because they have been watching something for too long. Wendy's is another big name owning the Twitter game. In this tweet , a tweeps asked Wendy’s “where the closest McDonald’s”, to which Wendy’s responded with an image attachment of a trash can. No one is safe when Wendy's serves up epic burns like that!

7. Creativity is King

At the end of the day, all we really need is a creative idea to put our brand out there. Here’s one we give props to FairMeadow , a startup that provides subscription laundry services, shows us how a boring statistical fact can birth a creative idea. “70% of YouTube users watch how-to videos to learn something new” - Most users click “skip” in the ad roll to quickly jump to their content. What if you use these 5–10 seconds productively?! FairMeadow used this 5-10 second window to create a quick gif video of how to tie a tie in 3 easy steps, followed by the ad message: “Now you know how to tie a tie, and we know how to keep it clean. FairMeadow.”

At SKC, we believe that imagination is one of the most effective drivers of business growth. With the help of fresh and innovative ideas, you can achieve virality on digital platforms — intrigue, provoke, humor, and upset users. That’s all part of marketing, PR, and growth. Need help strategizing social media campaigns for your business? Reach out to SKC for a complimentary consultation.

6 Ways Social Media Can Help Your Company

Wed, 29 Jun 2022 23:52:37 GMT

“Death of Mr. Peanut,” a 2020 Planters campaign, is a great example of social media success. It began with a tweet: It is with heavy hearts that we confirm that Mr. Peanut has died at 104. In the ultimate selfless act, he sacrificed himself to save his friends when they needed him most. Please pay your respects with #RIPeanut. Within hours, even other brands like Dr. Pepper were spreading the hashtag, and the campaign quickly became a viral sensation. Planters later revealed that Mr. Peanut was reborn as a Baby Nut, and now tweets from the Peanut Jr account.

Planters’ viral sensation and marketing prowess has continued to this day, where it has leveraged social media to engage and build followers and customers. Here are 6 ways social media can bolster your brand:

1. Increase Brand Awareness

Social Media is the fastest way to grow your brand’s awareness. . With millions of people using Facebook, Twitter, Instagram, Tik Tok, and more daily, many brands are recognizing the power of social media. One example is well known computer giant ASUS. They leverage social media to share updates on their products, events, and even fun host contests, and have built an impressive fan base of 3 million followers on Instagram alone!

2. Increase Website Traffic

With the use of social media comes an increase in website traffic. When someone sees something that they’re interested in, they’re more likely to go to the source — your website! Showing off your products and what they can do makes it more likely that consumers are going to investigate your brand, and thus bring themselves to your website. This can introduce them to even more of your brand and bring forth a positive interaction.

3. Generate Leads

You must catch your audience’s eye, and you can’t do that if your brand isn’t being seen by the world. Social Media allows you to get that attention and bring in the leads needed to grow. With hundreds of brands being fed to consumers daily through commercials, and word of mouth, social media is vital for getting their attention.

4. Partner with Influencers

Influencers on social media have some of the largest audiences, and what better way to promote your brand than to partner up with them. They give warm introductions about you and your products with unboxings and promotions, and in return bring in more leads, fans, and future customers for your brand.

5. Promote Content

Content is important when it comes to social media. Having social media is not enough, you need to post interesting and eye-catching content to generate interest. Posting attractive photos and videos of your brand will garner more attention. This is also where influencers can come in handy; making statements like “This influencer supports our brand” after a partnership can draw more attention.

6. Boost Sales

Sales and retention are the end goal for your brand, and social media has been shown to bring in more sales than brands who don’t use social media at all. The increase of an audience no doubt increases your sales!

All companies, no matter how big or small can benefit from employing social media. Whether you want to generate traffic, leads, or loyalty, social media can help your business reach new heights.

Would you like to develop social media strategies to help grow your company? Contact SKC for complimentary advice.

Reel Them In: 8 Tips to Draw Crowds to Your Event Booth

Wed, 25 May 2022 23:55:24 GMT

With Covid-19 regulations easing up in the US, large-scale events and convention centers are back in action. Whether in-person or hybrid, trade shows, and conferences are great networking opportunities for companies to promote their brands and products. With thousands of attendees, most of whom are eager to see, look, feel, and experience, these events put you in touch with a plethora of potential customers, partners, and even investors.

These conferences are a perfect way to showcase your product in the best light possible to a critical mass of like-minded people. With hundreds of companies fighting for the attention of the attendees, however, you must find a way to make your booth stand out from the rest. This can be with banners, offers of demonstrations, or even just photo opportunities.

Here are 8 easy tips and tricks we found to help your booth stand out from the crowd.

1. Influence the Influencers and Media

One of the best ways to get the attention of attendees is to leverage big names. You can pique social media influencers and media interest with demo offers, one-on-one interviews, or even hands-on interactions with products. And if you can offer them sneak peeks before the event, and get their attention and coverage, they can then fan more interest from all their followers and drive buzz and more visits to your booth!

2. Gift Giveaways

Everyone loves contests and prizes, no matter what it is. Holding promotional giveaways not only helps spread the word about your products but also entices people to get involved with your booth to win. Everyone loves a winner!

3. Make the Media your VIP

Everyone knows the media is a big part of getting the word of your products out there. By directly interacting with the attendees that have Media Badges, you have an opportunity to be proactive. Treating them like a VIP can attract other media to your booth and further spread the word. The more media presence, the better for your brand!

4. Host Interactive games

Games get people interacting with you and your products. Keeping people entertained will keep them around longer and will help them remember your booth. Things like Pachinko games and Prize Wheels will also help you stand out, especially with freebies to win.

5. Feed them!

Surveys have shown that conference attendees can spend an average of eight hours wandering through the countless booths. Wandering through a big event often leaves people hungry. Serving snacks and drinks can get the hungry convention goers’ attention, as well as encourage them to spend time at your booth.

6. Dress for Success

Dressing for the part will always get attention. Being overly casual can get you mistaken for just another convention attendee, so you want to look like you mean business! This can include dressing up in business wear such as skirts or dress shirts, or even having clothing with your brand’s name on it. Being dressed appropriately will make you stand out from just another attendee, possibly even from other competitors. Dress for Success!

7. Have swag to spread the word

Everybody loves freebies! Having good quality swag with your brand name, like tote bags and pens, will help people remember you and your product. It also works as free advertising for your brand. The more you have, the more your brand will get shown around the convention center!

8. Offer free Wi-Fi, or a phone charging station

With phones replacing most cameras and being the main hub for social media, they’ve become a major outlet in spreading the word at events. This means constant use and offering free WiFi or a space for attendees to charge their phones will keep people coming back and encourage interaction.

Conference season is in full swing. In-person and hybrid events are popping up everywhere, and with so many brands looking for attention, let’s help you rise above the noise. Planning an event and looking for more tips and support? Schedule a complimentary consultation with our team:

6 Reasons Why You Need a CRM for Your Business

Wed, 30 Mar 2022 18:44:17 GMT

Being a small business can be a challenge, especially when just starting out. Bringing customers into your business is the first step to growth, but how does one bring the customer in? The answer lies in marketing and leveraging available tools at your disposal. While taking the time to find everything on your own is viable, it’s time-consuming and wastes precious resources. This is where a CRM comes in.

A Customer Relationship Management (CRM) system is a great way to collect all your data in one place, allowing you to compile information from several sources, such as LinkedIn, Facebook, Instagram, and Twitter. By using a CRM, the time you would have spent on individual sites can be spent growing your business in other avenues. But what other benefits are there in using a CRM? Why should you invest in a CRM? Here are 6 great reasons:

1. Better Organization

Being organized is the key to any great business’ success. While knowing the number of people who have shown interest in your product is great, where are they coming from? Were they an organic lead, or did they come from somewhere else? Keeping all your sources in one place keeps any data from being forgotten by keeping everything organized. This keeps your business flowing smoothly, not requiring one to search for the information needed.

2. Easier Analysis

Analyzing information in an efficient manner will also allow for growth. Using a CRM allows you to see all your data in one place, instead of going from site to site to find your numbers. Knowing how much interest your content is creating, the number of people it is reaching, and how this information can be used creates further success. The result is a better analysis of what works, and what doesn’t in reaching out to your consumer. What may work on one website, such as an image, may not work as well as a video on another. Being able to see and analyze this will allow your business to grow.

3. Better Marketing Strategies

Being able to view data allows for optimized marketing strategies based on the seen successful tactics. This includes catching the customer’s attention, telling them why they need it, and making it about them. Several examples of the same product can have different results, depending on the time it’s shared, the media type, and how engaging it is. For example, a simple image may not be eye-catching, thus affecting how many people notice it. An eye-catching visual and some text, however, could pique higher interest. Knowing what works is half the battle and having a CRM will assist in figuring out what works best.

4. Increased Efficiency

A better system like a CRM brings a better workflow. This allows for more marketing efficiency, which will generate better leads, which precedes sales success. Being able to focus on multiple aspects of your business will increase your workflow. CRM efficiently gives you more opportunities to expand your business.

5. Increased Customer Satisfaction

By customizing the connection between you and the consumer, a CRM enables enhanced communication between you. Communication is key in creating rapport and can make or break your customer relationships. Positive interactions will create goodwill and referrals; as the saying goes, word of mouth is your most powerful asset. Being able to create positive communication increases customer satisfaction and will lead to a strong, long-term relationship.

6. Increased Sales

An effective CRM system brings in happy customers, and a growing group of happy customers sets your business up for ultimate success. Positive word of mouth spreads far and wide, though negative word of mouth spreads faster, so it is important to leverage a strong CRM to foster positive feedback. A great system will help leave a good impression on your customers, and they will in turn give you good reviews and kudos. This in turn leads to more sales and positive interactions, which in turn increases satisfaction, turning your company into a successful business venture.

There are many reasons to invest in a CRM, but it is fair to say that all of them are positive and will bring about more business growth. Every business needs great organization and intelligent data to create a successful future. With technology, this success is much easier to obtain! For a deeper insight, SKC has compiled a FREE eBook on the benefits of CRM to power your marketing. Download by clicking on the button below:

6 PR & Marketing Trends to Embrace in 2022

Thu, 27 Jan 2022 19:04:04 GMT

2021 brought us lessons of growth, resilience, and transformation as we conquered the challenges of a disruptive year. Now, it’s time to turn the calendar to a fresh page and begin anew. While the future remains unclear, one thing we can predict is that public relations and marketing will continue to change. What will 2022 bring? Here are six trends to consider and potentially leverage for your company:

1. Blurred Lines Between Marketing & PR

The lines between marketing and PR continually blur as technology, consumer media habits and the news landscape shift before our eyes. But don’t fight it – embrace it! These traditionally separate industries should complement each other, not compete. Dig into the digital marketing playbook to make PR go further. If you’ve secured a press hit or interview, published a killer case study, or more, repurpose those hard-earned wins on other channels with digital marketing expertise – then gather data to improve your storytelling and content creation efforts. In the end, what matters most is that you can successfully convey critical messages to your target audience.

2. Get Comfortable with the Digital World

The change and instability of 2021 is here to stay, with traditional norms being overturned permanently. As our lives become increasingly digital, hybrid work environments and growing demand for online content will continue to dominate. What does this mean for strategic communicators? It’s time to get comfortable in the digital world. Lean into digital-first outlets for coverage, leverage virtual events and video interviews, and – perhaps most importantly – take advantage of digital marketing tools (if you haven’t already). Advanced platforms, such as HubSpot’s Marketing Hub , can help you target the right content to the right people at just the right time without being intrusive or overwhelming.

3. Short Attention Spans, Shorter Content

Algorithms increasingly drive every aspect of digital marketing – from social media newsfeeds to display ads, social ads, search engine optimization (SEO), and even email. Nowhere is this more evident than TikTok , which has pushed social media away from curated photo grids and towards bite-sized videos. Other platforms have quickly jumped on board, with Instagram launching “Reels” and YouTube embracing “Shorts.” As Marketing Dive notes, “Consumer appetite is pushing for snappy, entertaining video as an increasingly core component of brands’ social strategy.”

4. Ride the (Micro) Influencer Wave

Influencer content is heating up, and in 2022 micro-influencers will take a larger step into the spotlight. These content creators may attract smaller audiences than top-tier social media celebrities – typically averaging around 10,000-50,000 followers – but their audiences are more engaged, helping them dominate the influencer industry. In fact, micro-influencers accounted for 89% of influencer content in 2020, 91% in 2021, and are showing no signs of slowing down. They’re the perfect choice to get the most bang for your buck in the new year and beyond.

5. What Do You Stand For?

2021 was proof that branding is at the forefront of everyone’s mind – whether or not they recognize it. How companies have handled the pandemic – both positively and negatively – was all over the news. As the “Great Resignation” continues to impact hiring, building a solid corporate brand through diversity, equity and inclusion (DEI), corporate social responsibility (CSR), and more will be crucial to attracting and retaining top talent. It’s time to invest not just in branding your products or services, but your company culture and values as well.

6. Meet the Metaverse

In 2021, the company formerly known as Facebook announced its new name – Meta. While the jury’s still out on this interesting rebrand, it’s already clear that the rise of the metaverse is just beginning. As major companies – think Apple, Microsoft, Snapchat and, of course, Meta – pour more resources into the metaverse, AR/VR technology will soar and inevitably reshape the digital marketing world. The brands that get there first will be in the best position to thrive in this new, virtual world.

So, there you have it: your handy guide to the top PR and marketing trends for 2022. They're impossible to overlook if you’re serious about taking your business to new heights. The Greek philosopher Heraclitus once said, "change is the only constant," and at SKC, we agree – and also say that “change is the only way to grow.”

Need advice on how to best leverage these trends in 2022? Schedule a complimentary consultation with our team:

8 Tips for Planning a Successful Virtual Press Event

Tue, 28 Sep 2021 19:11:51 GMT

“See you on Zoom!” How many times have you heard that since 2020? From work to school to social gatherings, our lives have shifted online – and so have many PR events. Zoom interviews, online webinars, virtual press conferences and more have largely replaced in-person activities, and this trend shows no sign of slowing down.

At SKC, we believe the advantages of going virtual outweigh the challenges. We’ve organized several online events over the last year, and now we’re letting you in on our secrets!

Here are 8 tips for planning a successful virtual press event:

1 . Do You Really Need a Press Event?

Right, this is a surprising tip, but an important one. Before you journey down the rabbit hole, ask yourself one simple question: do we really need a press event? The end goal of any event – whether it’s virtual or in-person – is to attract attention and interest. In fact, there could be other options that work in your favor! Alternatives might include pitching one-on-one briefings to the media (every journo loves an exclusive scoop), working with influencers to get the word out, or even creating a viral video. Put on your thinking cap and contemplate all available courses of action before committing to a press event – you might make a bigger impact for way less effort.

2. Ride the Wave of Bigger Events

Setting up a virtual event can drain your time, talent, and resources. One approach several companies have taken is to ease their burden of brainstorming and building an event from scratch, and instead to host their event at other prominent industry gatherings. By latching onto these larger activities, you’ll have a head-start with a built-in audience and media attendance. Pepcom and Showstoppers are two examples of companies that host virtual media showcases and product demos that your brand can join.

3. Real-Time Relevancy Gets Real Results

What’s the job of a journalist? Simply put, to report the news. So, when planning a virtual event, make it newsworthy! Hook onto trends shaping your industry, real-time news, or cultural movements to reel in media nibbles. Always make sure to connect your virtual event with the topics beat reporters cover, then include it in your invitation, media pitch and overall event marketing strategy. And if you can’t find a relevant, newsworthy angle? Well, then it may be time to go back to the drawing board (and the first tip on this list).

4. Deck it Out!

Let’s face it: no one wants to sit through a 90-minute video conference while a spokesperson drones on and on… and on. Amp up the attraction with unique, exciting ideas to encourage attendance and make your virtual event stand out from the pack. Spicing up your regularly scheduled programming with a celebrity spokesperson, industry thought leader, exciting videos, or even a giveaway could help drive interest and boost audience numbers.

5. Target the Right Media

If a company hosts a press event and no journalists cover it, does it make an impact? Perhaps, but getting media attention can help you make an even bigger splash – and more bang for your buck. The trick is to invite media whose audience will find value in the information you’re presenting. Ask yourself these simple questions: Who writes about my industry? Who and how will this event help them write informed stories? Who will be interested in my news hook? These answers will help you hone in on the voices most likely to engage with your event and develop a targeted, effective media list.

6. Accommodate Your Audience

One of the best parts of a virtual event is flexibility. Not everyone you invite will be able to watch live due to scheduling conflicts or time zones. But with Zoom, YouTube, Twitch, and many other streaming platforms, you can turn your live event into one available on-demand! After every event, remember to provide your registrants list with a link to the recording. This will expand your audience and help those who attended live refresh their memory, clip speaker quotes and portray your message properly.

7. Use the Right Technology

During live events, it’s all about location, location, location – booking a nice venue or speaking stage. Virtual events may not have to worry about location, but they do have another aspect to consider: technology. For some, it may be as simple as setting up a video call through Zoom. For others, a more robust or custom solution – especially in terms of security and audience interaction – may be the way to go. So, which platform should you use? It all depends on the type of event you’re hosting. Zoom webinars are typically helpful for simple events like press conferences, where limited features are needed, but product demos, conferences and more require additional tech to bring your event to life.

8. Make it Interactive

Screen fatigue is real. Capturing your audience’s attention (and keeping it) is one of the most critical and challenging aspects of planning a virtual event. Remember, your objective isn’t just to get your message across but to deliver a memorable experience that delights your audience! From simple multimedia – such as a slide deck, visually pleasing background, or short videos – to adding interactive live polling or Q&A elements, even the small touches add up to a big difference. Take advantage of the technology at your disposal to turn your virtual event into a smashing success!

Virtual events may be relatively new, but they’re here to stay. And, as with any new process, practice makes perfect. Follow these eight steps and you’ll be well on your way to hosting flexible, engaging press events befitting the virtual era!

Are you planning a virtual event? Our team at SKC is happy to offer you a complimentary consultation. Schedule it here:

8 Ways to Become a Media Darling

Fri, 30 Jul 2021 23:53:03 GMT

What do Richard Branson, Warren Buffet, and Sheryl Sandberg all have in common? When they speak, the media listens. They’re thought leaders and generally looked upon favorably – and as a result, have become media “darlings.” But it didn’t happen overnight. Endearing yourself to the media takes time, along with careful strategizing and intentional actions.

Follow these eight steps to get started on your journey to becoming respected, heard and reverberated out into the world as a media darling.

1. Begin with the End in Mind

If you want to build a solid reputation as a media darling, you’ll need to establish what you want your brand to represent. So, begin with the end in mind to chart your path. Take Sheryl Sandberg as an example. Sandberg radiates women’s career empowerment in everything she does, from TED talks to interviews , books and public awareness campaigns . Follow Sandberg’s lead and think about what kind of media darling you want to be. Once you decide, everything you do should reflect it – your website, your content and your media presence.

2. Build a Personal Brand

With the end in mind, it’s time to start building your personal brand. How? By articulating who you are, what you do and how you do it with content marketing. Make educational and informative content to share on any and all media channels, such as your social accounts or website. Think both bite-sized (e.g. video clips, infographics) and long-form (e.g. white papers, blogs), providing content that can help reporters understand you, your expertise, and your industry better.

3. Get Out and Speak

Crafting compelling content is a start, but you also need to ensure that people actually see it! Speaking at events that matter in your industry is one of the best ways to get your name into the public eye – and in front of journalists. Trade shows, workshops and conferences abound for every industry, drawing colleagues and reporters alike. Do your research and invest some time to track down where the key players in your industry gather, then get your name out there!

4. Provide Informational Interviews

You've nailed your speaking gigs and gathered an online following...now what? It's time to actively engage with the media. Research relevant reporters and offer to walk them through your industry, trends, directions and how your company is contributing to making things happen- without expecting an article. Informational interviews position you as a reliable resource for second (and third, and fourth) interviews down the road and cement you as a go-to contact for valuable beat writers.

5. Make it Newsworthy

Once you've secured that first interview, you need to make it memorable. The easiest way? Tie your company to bigger trends and current events. Positioning yourself with a wider context makes it easier, and more natural, for reporters to include you in their stories. And the more often you get mentioned, the better. Even small quotes in big picture articles add up to name recognition over time!

6. Perspective is Everything

"All publicity is good publicity"- except when it's not. While catchy, this oft-quoted saying doesn't necessarily provide the best advice. Instead, remember that perspective (and perception) is everything. Think about how you frame your answers during interviews, keeping them positive when possible. Be factual, but tactful. Is your company's automation process taking away jobs? Perhaps, but it could also be moving workers into more skilled positions while improving efficiency. Which answer would you rather have printed?

7. Take Notes and Follow Up

Journalists typically do the question-asking during interviews, but you can use the opportunity to ask them some questions, too. Show interest in reporters’ work and inquire about plans for future stories. After all, if they’ve covered your industry once, there’s a good chance they’ll do it again. Take notes on any relevant upcoming articles, add their timeline to your calendar, and make sure to follow up and offer to help closer to the story deadline.

8. Become a Relationship Broker

Media relationships aren't just about providing interviews for reporters- they're also about facilitating connections. As an industry insider, you have a network of experienced, insightful colleagues with plenty of knowledge to share. Become a link between reporters and other experts who can help them out with a story, quote or information on specific subject areas. This simple gesture will take your relationships to the next level.

So, if you aspire to take yourself and your business forward in small or big ways, then focus on these eight steps to become a media darling. The sooner you start, the sooner you’ll reap the rewards.

12 Fun & Fascinating PR Facts You Probably Didn’t Know

Mon, 28 Jun 2021 19:10:20 GMT

As an entrepreneur/marketer, you know how much public relations can help grow your business. You have probably partnered with an agency , researched its value adds and contemplated its ROI. And you’ve leveraged content marketing, press releases, and media relations. But did you know PR also has a rich, colorful history full of insightful stories that we can all learn from, even today? Without further ado, here are 12 fun and fascinating PR facts:

Once Upon a Time…

1. It Started with Cave Art: PR goes back to the earliest days of civilization. From communicating through cave drawings to Egyptian pharaohs’ “sacred carvings” and Greek noblemen learning rhetoric from sophists, communications management is an age-old practice. (Source: The Museum of Public Relations )

2. First PR Book: Benjamin Franklin’s Poor Richard’s Almanack is one of the earliest known examples of content marketing. This annual publication sold thousands of copies each year, generating incredible demand for the printing and paper business that Franklin owned. (Source: Content Marketing Institute )

3. First PR Agency: Modern PR dates to 1900, when the first public relations agency, “The Publicity Bureau,” was founded by former Boston journalists. The agency operated for “some 12 years before it disappeared into the sands of oblivion.” However, PR continued to grow throughout the early 1900s thanks to popular pioneers such as Ivy Lee and Edward Bernays (we’ll get back to them later). (Source: Journalism & Mass Communication Quarterly )

4. Building Trust During the Great Depression: The Great Depression touched every aspect of American life – including the communications business. Due to the economic downturn, companies primarily sought to build trust rather than sell products. The result? Most turned to PR over marketing, with PR even getting top billing on organizational charts! Advertising spending, meanwhile, plunged by more than 60 percent between 1929-1933 and would not fully recover until after World War II. (Source: MuckRack ; Encyclopedia.com )

A Walk Down Memory Lane…

5. First Press Release: The first press release was published in October 1906 by Ivy Lee on behalf of the Pennsylvania Railroad. After a tragic accident, Lee issued a statement to reporters rather than concealing the facts, and the first press release was born! The release secured praise for the railroad’s honesty and was even reprinted in the New York Times . (Source: Meltwater )

6. Reforming the Rockefellers: Speaking of Ivy Lee, in 1914 he achieved another PR milestone when the wealthy Rockefeller family hired him to reform their image. A deadly coal strike had put the family under intense public scrutiny, and Lee organized an in-depth campaign to secure positive goodwill. His tactics include government relations, media relations and even public appearances that sent John D. Rockefeller to meet with the miners personally. The campaign pushed PR onto a much larger platform than ever before and helped define the industry’s relationship with corporations. (Source: Journal of Public Relations Research )

7. Johnson & Johnson’s Classic Crisis Case Study: Ivy Lee may have pioneered crisis communications with the press release and Rockefeller campaign, but Johnson & Johnson perfected it during a 1982 Tylenol recall. When news of Tylenol bottles laced with cyanide created a nationwide panic, many thought J&J’s reputation would never recover. But the company’s stellar response – including national media statements, pulling all Tylenol from shelves, and introducing tamper-resistant seals – earned praise from outlets such as The Washington Post and delivered a rapid post-crisis comeback. Today, Johnson & Johnson’s recall is considered one of the most successful examples of crisis communications. (Source: PR Week )

8. PR Gets Real About Beauty: Not all memorable moments in PR’s history come from crises. In fact, one of the most popular campaigns of the modern era – Dove’s “Real Beauty” campaign – was simply about making us feel good! In 2004, Dove’s research found that only 2% of women consider themselves beautiful. “Real Beauty” aimed to change idealized depictions of beauty by using “real” women as spokespeople, models and more. Today, Dove has become synonymous with the campaign, and many other companies, such as CVS, Aerie and J. Crew, have jumped on the “Real Beauty” trend. (Source: Dove , Glamour )

Behind the Scenes with PR People, Real or Make Believe…

9. Stars of the Small Screen: Olivia Pope, Samantha Jones, Don Draper – these three names aren’t just popular characters, but ultra-savvy PR and advertising pros! While our real lives may not be as glamorous as Samantha’s, as drama-driven as Olivia’s or as perfectly pitched as Don’s, they sure do make good television!

10. Movie Magic: What do Sandra Bullock, Ben Affleck, and Robert De Niro have in common? They’ve all portrayed PR practitioners on the big screen! If you haven’t seen PR take a starring role in Our Brand is Crisis (Bullock), Jersey Girl (Affleck), or Wag the Dog (De Niro), add these classics to your Netflix list ASAP. Whether or not you take away any practical lessons, it’s fascinating to watch a Hollywood portrayal of our profession.

11. Show Me the Money: Before you put the PR movie list away, jot down one more title: Jerry Maguire . Technically, Tom Cruise’s titular character is a sports agent, not a PR pro – hence its exclusion from our list above – but many of his skills align with the industry. From managing client relationships to pitching and marketing, Jerry Maguire is filled with PR wisdom.

12. The Father of PR: We’d be remiss if we didn’t mention Edward Bernays, known as the “father of public relations,” on this list! Some of his (in)famous work included promoting cigarettes to women by branding them “Torches of Freedom” and… toppling the Guatemalan government? It’s true! The United Fruit Company hired Bernays to run a PR campaign against Guatemalan president Jacobo Arbenz Guzman, ultimately resulting in the CIA-orchestrated overthrow of the Guatemalan government in 1954. (Source: PR Watch )

From ancient civilizations to modern-day movie magic, PR has certainly had a fascinating history. So, the next time someone asks you “what do PR people do?” pull out one of these nuggets from your back pocket and be the life of the party!

5 Ways Inbound Marketing Stands Apart from Traditional Marketing

Thu, 27 May 2021 19:14:31 GMT

Once upon a time, marketers focused on buying advertisements, mailing postcards, and making telemarketing calls. But people's behaviors have changed, and the traditional marketing playbook must change with them. While cold calls once netted enormous volumes of leads, today more than 235 million Americans are registered on the FTC's "Do Not Call" list. And that glossy flier you sent to your loyal customers? It won't even reach half of them, as 58% of direct mail recipients never read, or even scan, their mailers.

What’s a marketer or entrepreneur to do?

Some of this may seem bleak, but there’s good news – and it’s called inbound marketing. This holistic, data-motivated approach cuts costs, builds higher trust and credibility, and generates quality traffic and leads. Sounds too good to be true?

Here are 5 ways inbound marketing stands apart from traditional marketing:

1. Quality Over Quantity

With the average person seeing 6,000-10,000 advertisement messages each day , it’s no wonder we’re starting to tune them out. So how can marketers get our attention? It begins with crafting quality content. As HubSpot writes, inbound marketing attracts customers by “creating valuable content and experiences… they are looking for and solving problems they already have.” While traditional marketing is all about what you want to say, inbound marketing focuses on what your customers want to hear. Consider your last major purchase, such as a new car. Did you choose the car with the best commercial? Or, like 88% of Americans , did you research specific questions before deciding? If you answered “research,” inbound marketing materials likely helped you make your choice.

2. Target Your Target Audience

We've all closed out of a pop-up ad or recycled a random sales postcard and thought, "why did they send this to me?" This common experience is an all-too-often outcome of traditional marketing tactics, which push out general messaging to many people. Inbound marketing takes the opposite approach, creating specific content tailored towards a small group of people. The audience may be smaller, but they're more likely to engage with your messaging – and your sales team . After all, you'll never hit the bullseye if you're aiming at multiple targets.

3. Create an Experience, Not a Disruption

Ever had an important meeting or family dinner interrupted by… a telemarketer? There’s nothing worse! Once-common practices such as cold calls or television commercials are now considered pushy and disruptive. Many businesses even thrive as solutions to “avoid” and escape such interruptions (hello, Netflix!). That’s where inbound marketing steps in. By taking our interests into consideration, inbound marketing produces content that naturally pulls us in. It creates an experience we choose to engage with – such as reading this blog – rather than an annoying commercial disruption.

4. Context is Key

If the content is king, then context is key. Where your messages are placed is just as important as what they say! Think of it this way: are you more likely to remember a billboard you saw driving down the highway or a blog that answered your specific Google search? Probably the latter. Inbound marketing aims to not only create the right content, but to put it in the right place at the right time. This could mean anything from search engine optimization (SEO) to blogging, landing pages, podcasts, case studies, or whitepapers. Remember, inbound marketing is all about providing value, not interruptions.

5. Leads Aren't Built in a Day

Rome wasn’t built in a day, and neither are inbound marketing leads. Traditional marketing tactics, such as mass direct mailings, are typically sent to a large, general audience. While this means a quick turnaround time on results, it also means a quick turnaround on customer loyalty. Inbound marketing, however, is a gradual process of establishing your presence, building authority, and cementing your brand and content as a go-to resource. If you typically rely on traditional marketing, the switch to inbound marketing’s slower pace may initially surprise you. But it’s worth it! Think of it as an investment, not a purchase. You can expect inbound marketing to yield a 3x higher ROI than traditional marketing over time, so be patient and let it grow.

All companies, no matter how big or small can benefit from employing inbound marketing techniques. Whether you want to generate traffic, leads, or loyalty, inbound marketing can help your business reach new heights.

Are you ready to start your inbound marketing journey? Contact us for complimentary advice!

6 Ways to “Spring Clean” Your PR and Marketing

Wed, 28 Apr 2021 19:17:08 GMT

Spring is in the air, bringing warmer weather, blooming flowers, and the annual itch to deep clean your home. Just as you'd clean out your closet, you can clean out your PR and marketing strategy. In the end, you’ll have a more agile communications focus and a clear vision to propel your company forward. Here are six ways you can brighten up your marketing and PR efforts this spring:

1. Wipe Away the Dust — on Your PR Plan

We’re all guilty of setting goals, building a strategy to get there… and then barely looking at it again. We get so swept up by the journey that we forget where we’re going! So, wipe away the figurative dust on your marketing and PR plan and take a fresh look at your goals. Where are you now, and where do you want to be? How much progress have you made since January? Although seemingly simple, this check-in is a critical first step to help your communications program shine.

2. Clean Out Strategy and Declutter Tactics

Creative professionals are constantly dreaming up lofty ideas and glossy game plans. But like that shirt you’ve never worn, sometimes even the prettiest things don’t fit. With your plan dusted off, take a page from Marie Kondo and declutter your strategies and tactics. If it doesn’t “spark joy” – or help you reach your goals – it’s time to say goodbye. A solid declutter will free up your time to focus on actions that drive success, helping you move ever closer to your goals.

3. Refresh Your Style

Now that the clutter’s cleaned, there’s room to rearrange or add new items to the closet. Just as fashion trends sweep through our closets, new communications trends regularly sweep through the PR and marketing world. Embrace the changes and explore different tactics, such as testing new social media sites, updating and refreshing your target media, or identifying new thought leadership speaking opportunities (hello, Clubhouse!). A simple style tweak could be just the thing you need to take your business to the next level! As Coco Chanel said, “In order to be irreplaceable, one must always be different.”

4. Polish Your Messaging

Like the seasons, your business is always changing. You may have rebranded, begun reaching new audiences, or simply adapted to changes in your industry. As your business transforms, so should your messaging – but sometimes updating key communications points fall through the cracks. Reflect on any changes you’ve experienced and ensure that your messaging mirrors reality. Are you communicating the right things to the right people? If not, polish that messaging and let your brand values shine.

5. Spruce Up Your Collateral

Your marketing and PR collateral – aka your website, social platforms, infographics, media kit, and more – is like your home décor. It’s the first thing prospective customers see when they walk through your virtual door, but it fades over time. Ensure the first impression is the right impression by looking at your collateral with fresh eyes. Does it fit your branding, incorporate your newly polished messaging points, and support your refreshed communications tactics? Even small fixes, like updating a broken link or adding new product shots, can go a long way!

6. Organize Your Workflow

Spring cleaning is all about “out with the old and in with the new,” and that goes for your workflow, too. A smooth workflow is vital for your PR and marketing programs – after all, it’s how you actually execute your strategy! Inefficient processes bog down your team, block creative juices and waste valuable time. At SKC, we’re big fans of project management software like Asana , as well as marketing platforms such as HubSpot , that help us streamline, organize and unify our workflow. If your business hasn’t invested in one of these tools yet, now’s the time to take the plunge.

Spring cleaning isn’t just for our homes. Pick up your PR and marketing plan and give it a thorough cleaning too. It’s time to “spring” into action and freshen up your business for a season of success!

7 Strategic Value Adds of PR Agencies

Wed, 24 Mar 2021 19:20:10 GMT

Are you a company or an entrepreneur who's just not at all sure if a PR/Marketing agency can truly help your business? Not sure if it's really worth your time or investment?

Last month, SKC outlined why engaging with a PR firm is smart business. This month, we're diving deeper and exploring how public relations and marketing specialists add strategic value to any endeavor. From counseling management to uncovering your core story to generating investor interest, here are 7 ways we can strengthen your business:

1. Insider Expertise, Outsider Perspective

A common perception is that PR and marketing teams simply write press releases and social media posts. Nothing could be further from the truth. Although it's a given your agency partner must excel in writing, one of the biggest value adds is providing a fresh perspective on your business. Agencies can analyze various facets of your company -- from what makes you unique, to your strengths, weaknesses, threats, and opportunities for growth. But perhaps most importantly, agencies can then act on these analyses with strategy and execution that deliver success. Everything we do -- yes, including press releases and social media posts -- stems from this strategic business analysis.

2. Serve as Your Eyes & Ears

From keeping tabs on competitors to staying up-to-date with industry trends, it can feel like there's a never-ending stream of research to undertake. PR and marketing agencies can serve as your eyes and ears and keep a finger on the pulse of industry news to keep you informed. Want to segment your customers or clients? We can work with you to develop ideal buyer personas. Want to know if your messages are resonating with the media? And how you compare with the competition? We can do a media audit. Research powers action that delivers dividends!

3. Uncover Your Core Story

People trust established brands and PR can help to generate brand identity. The development of brand identity needs to focus on your key messages. How unique is your company? Why should the customer care? When you're so deeply invested in your business, it can be difficult to trim your story down to its core. Public relations and marketing agencies work with you to understand who you are, then wrap it up into short, compelling, and memorable messages. These focused and clear messages help develop your brand values and position your company and products to target audiences.

4. Don't Just Write, Write Strategically!

Yes, PR/marketing agencies do a LOT of writing. But our true value isn't just in writing copy. It's in writing strategic copy. We work tirelessly to develop content that reflects your company's key messages. Everything you publish -- from a press release to a blog post -- should help to advance your business goals and embody your values. We're here to make sure that happens. Because in the words of TSMC Founder, Morris Chang, "without strategy, execution is aimless."

5. Navigate Your Communications Roadmap

A strategic public relations plan is "a roadmap to take you from where you are to where you want to be." You need PR strategies for the same reason you need marketing, sales, and product-development strategies -- because the desired outcome is too important to leave to chance. When you hire a marketing or PR firm, we take care of it for you, so you can spend more time focusing on the important task of running your business, so your agency can help drive everything from big-picture management and strategy to everyday execution.

6. Build Relationships that Matter

Public relations isn't simply about broadcasting your messages. It's about connecting with customers in a way that informs or engages them with your brand. PR and marketing agencies specialize in nurturing and growing these relationships on an ongoing basis. And with a little support as your agency connects with and maintains important media, analysis, and influencer relationships on your behalf, you'll soon find that these relationships are stronger than ever with the people that matter.

7. Pique Investor Awareness & Interest

You probably know that, before they open their purse strings, many angel investors and VC firms seek validation of your company by looking for third-party endorsements through media coverage or research reports. PR agencies help generate press coverage by cultivating journalists and interesting them to write client stories in prominent and respected publications. A company's ongoing maintenance of media relationships demonstrates capability to invest in its professional image and a commitment to long-term growth. To investors, these are one of the clear indicators of the forward momentum they require to fund you.

Is public relations the only way to deliver on these cornerstones of a successful business? Probably not. Can it play a role? Absolutely yes! Investing in an in-house team or partnering with a great agency will set you on the path to bigger achievements. Here's to your success!

7 Reasons to Partner with a PR Agency

Fri, 29 Jan 2021 19:22:46 GMT

What a difference a year makes! With 2020 in the rearview mirror, is it wise to predict what the next year holds? Our team thinks it’s worth a shot.

While "change” might still be the name of the game, 2021 already looks full of possibilities. As COVID-19 vaccines roll out around the world, the economy bounces back, and there’s a bit more hope in the air, it’s time to recalibrate and adapt your company’s goals and grand plans. We might be a little biased, but we truly believe that now, perhaps more than ever, is the time to partner with a communications agency to be successful in a brave new world.

You might be asking, “but why should I partner with an agency?”

Ahh, we're glad you asked. This is the question that most C-suite executives have to ponder at some point in time. Before we dive into how an agency partner can help with the latest and greatest in the coming year, here are 7 reasons why engaging with a PR firm is smart business in general.

1. Reap the Benefits of Experience

When partnering with a PR agency, you’re working with an entire team of experts who know about, and anticipate, all the twists and turns in the road, and the best ways to navigate them. Leaning on the experience of an agency elevates your business by supplying the know-how you need to handle any PR opportunity that comes your way. In many cases, it’s also incredibly valuable to get another—more specifically, outside—perspective on your brand and business.

2. Free Up Your Time to Focus on What You Do Best

You're building your company: designing, developing, and selling products and services. That’s what you do best. Your agency brings clients and their products and services to market. We write, message, and position you, pitch media, create news stories, secure speaking opportunities and awards, execute digital marketing – that’s what we do best. With a trusted agency, you can take a sigh of relief and focus on what you do best, while we focus on what we do best: paving the way for you to build products that are PR-worthy.

3. Be More Efficient and Effective…and Save Money

As a marketing lead, you know you could exceed your executives' expectations when you have the right support, but you're not sure how to justify the cost. As it turns out, engaging an agency can actually save you money. Agency teams create scale that let you effectively multiply your workforce, accelerate your accomplishments, and attain your goals without the high costs associated with benefits, insurance, or retirement, while maintaining control over your message. You may wield more influence than you think.

4. You Can’t be Two Places at Once…With an Agency You Can

Managing multiple priorities, juggling schedules, and multitasking are daily challenges. No one can be in two places at once, but with a PR and marketing agency, you can. While you're busy attending meetings, your extended team is busy launching blog posts and email campaigns, pitching your stories, booking interviews, and securing speaking slots for your CEO. With an agency there's always someone at your disposal, regardless of vacation schedules, sick days, or other business priorities.

5. You’ll Have an Abundance of Resources

Your PR and marketing agency has an abundance of resources including the best, most comprehensive media databases and training in marketing automation tools that can save you thousands of dollars in subscription fees, as well as expand your capabilities ten-fold. Agencies are also adept at vetting platforms and services that make your communications efforts more effective. We’re always on the lookout for tools that help us be more efficient for you, on our dime, not yours.

6. It Really Does Take a Village

It really does “take a village,. Your company's success is dependent on the success of each business unit, from sales to business development, to product management, to marketing and PR. We’re here to listen to your business challenges and identify the most effective ways to solve them. Fortify your ability to succeed by working with a PR and marketing firm devoted to your success and driven to help you achieve it.

7. Results, Results, Results

It's really all about results. Increased awareness and positive regard of your executives, company and products often precede market share. Greater public visibility means greater credibility to potential clients and builds trust with existing customers, not to mention increased revenues, higher profits, and happy investors. With the help of an agency, results can be limitless!

We look at our clients as partners. We’re here to help you get the most from your PR and marketing dollars. The bottom line is we’re here for you, and want to be an extension of your team, not just a line item in your budget.

Start your 2021 PR and marketing planning on the right foot! Our team at SKC is happy to offer you a complimentary consultation. Schedule it here:

4 Ways to Integrate Data into Your PR

Mon, 11 Nov 2019 19:25:04 GMT

Thanks to technology, it’s much easier to gather marketing data to boost your business. But are you leveraging that data for your company's public relations?

All the little marketing data-points — those you need before a campaign, those you get during one — come together to inform how you can tailor messages to achieve the most efficient effect. Companies that analyze and use their data can see big benefits.

Here are 4 ways to integrate data into your PR to boost your business:

1. Audience Data – Sussing Out Your Ideal Customer

Do you know who your ideal customer is? The better you know your audience, the more effectively you can create successful campaigns. Using customer data can help you discover more about your buyers, such as their demographics, interests and behaviors. Picture your perfect customer, the person who will make the decision to buy your product or service. Where do they live? What is their educational level? What is their job title? Businesses who know their buyer personas know how to tailor their content (earned, owned and paid) in ways that resonate and influence. Companies who don’t often miss the mark and risk alienating their audience.

2. Preferred Channels – Putting a Bullseye on The Right Outlets

Once you know who your audience is, you need to know the kinds of media they are consuming. Knowing preferred channels and consumption habits will keep you from wasting time in the wrong places. For example, if you know that the type of decision-makers you want to attract read healthcare management-focused magazines, then you know that you must aim to create content helpful for outlets like Journal of Healthcare Administrative Management. Knowing where to aim will speed up your customer acquisition efforts, lower your acquisition costs, and contribute to the bottom line.

3. Earned Media Engagement – Sprinting Beyond Clips

Earned media engagement is traditionally measured by clips or the quality and quantity of media outlets that picked up your content. This category of measurement can be further expanded in the digital age. Mentions on social media channels, like shares, likes, and comments are useful metrics to consider for online content. Comments can even be engaged with from your side, allowing you to have a direct conversation with your audience. Consider taking a page out of Amazon’s book. Amazon uses data such as when a customer makes a purchase, rates or likes an item, to provide accurate product recommendations. They use this data to encourage customers to buy more from them. You can do the same to encourage customers to buy more from you.

4. Powerful Business Results – Sprucing Up Conversion Metrics

PR has lagged paid advertising in tying back to business outcomes, but now with sophisticated tracking mechanisms, earned media is narrowing that gap and providing important insights into ROI. With today’s capabilities, it is possible to track a person’s unique internet protocol address using cookies over a website, allowing a company to see if the reader looked at services or products after consuming a piece of content. Layered on top of share of voice and/or sentiment analysis, conversion metrics give a fuller picture of how a campaign did and what it produced. And now you can take a step back to look at all these insights and decide what you could do next to improve your campaigns even more.

Marketing data is only valuable when you make use of it. With these tips on how to use data to boost your business, you can take out the guesswork and make informed decisions. If you would like to learn more about how marketing data and PR can help your business, click the button below to schedule a call with an SKC professional or follow us on Facebook , Twitter , or LinkedIn .

SKC's 10 Favorite Lead Generation Tips & Tricks

Wed, 16 Oct 2019 19:29:33 GMT

Generating leads - both high in quantity and quality - is a marketer’s most important objective. A successful lead generation engine is what keeps the funnel full of sales prospects while you sleep. Surprisingly, only 1 in ten marketers feel their lead generation campaigns are effective. What gives?

There can be a lot of moving parts in any lead generation campaign and often times it’s difficult to know which parts need fine-tuning. To break it down, the best lead generation campaigns contain most, if not all, of these four crucial elements: an offer, a call-to-action (CTA), a landing page, and a form.

Here are SKC's 10 favorite tips and tricks for lead generation:

1. Leverage Newsjacking

When something is buzz-worthy, it creates high demand. In situations like this, you can align offers with "what's trending." Companies will often leverage newsjacking for this type of technique and it works very well for offers, too. For example, when the personal information of millions of people were exposed by the Equifax and Capital One breaches, SKC client Stellar Cyber took the opportunity to display how their security AI could have prevented it.

2. Create Offers for Different Buying Stages

The most common offer is "Contact Us." Sure, you want all your prospects to talk to sales, but not every one is ready. Someone at the top of the buying cycle may be more interested in an informational piece like a guide or ebook, whereas someone more committed at the bottom of the cycle might be more interested in a free trial or demo.

3. Use High-Value Offer Formats

Not all offers are created equal. Some "formats" of offers perform better than others at converting leads. For example, what's more valuable, a whitepaper or an ebook? It's important to test different types of offers with your audience to determine what works for them. While ebooks tend to generate the most leads, you may find that reports, videos or other formats do better for you.

4. Blogging Brings in the Leads

According to HubSpot's recent State of Inbound report, marketers who prioritize blogging efforts are 13x more likely to see positive ROI. This proves that blogging is a highly effective channel for lead generation. In every blog post, include hyperlinks to landing pages within the copy of the post, as well as a prominent call-to-action.

5. Clarity Over Persuasion

Oftentimes, marketers will put more focus on being clever than clear. Be crystal clear about what offer is in your CTA. And be specific. If you're giving away a free guide, say "Download our FREE guide to X." X should clearly convey a compelling benefit of receiving the offer. This is much more effective than "Download Now" or "Get a Free Article." Thee simply aren't specific enough.

6. Emphasize the Benefits of the Offer

Make it clear on your landing page what the benefits of the offer are. It's more than just listing what the offer is comprised of; it takes a bit of spin. Instead of "Includes specifications of XYZ," say something like "Find out how XYZ can increase productivity by 50%." In other words, convey the value of your offer clearly and effectively.

7. Encourage Social Sharing

On your landing page, don't forget to include buttons to enable your prospects to share content and offers. Include multiple social media channels as well as email, since people have different sharing preferences. When your offer is shared more, more people land on the page, and therefore more people fill out your form and become leads!

8. Reduce Anxiety with Proof-Elements

People are more resistant to give up their information these days, especially because of the increase in spam. There are a few different elements you can add to the form or landing page to help reduce a visitor's anxiety to complete the form, like adding a privacy message, including security seals and a BBB rating, or adding testimonials or customer logos.

9. Email Marketing

Many businesses may think that email marketing is only best used when communicating with existing prospects and customers. Not so! Email can be a great channel for new lead generation. Focusing on an opt-in strategy, sending people valuable offers, and giving people the ability to share are great ways to generate more prospects through email.

10. Public Relations Builds Credibility Like No Other Channels

You're a company trying to grow, find new customers, partners and investors. Now consider the value of getting featured in Wall Street Journal or BusinessWeek and its impact on your business. Or getting a keynote speaking opportunity at your industry's top trade show. Now, imagine getting mobbed like a celebrity at the end of your speech by adoring fans and future customers!

Hey, it can happen! In fact, it has happened with our clients.

If some of SKC's favorite lead generation tricks and tips have whetted your appetite for more, you're in luck! We invite you to download our free ebook titled " 31 Greatest Lead Generation Tips, Tricks & Ideas ".

Here's to your success!

5 Ways HubSpot and Other Marketing Technologies Can Boost Your Business

Fri, 27 Sep 2019 19:32:27 GMT

Once upon a time, companies large and small relied on an overwhelming number of tools to market and promote their companies. Marketers were inundated by clumsy spreadsheets, a plethora of e-newsletter programs, separate social media accounts, blog extensions, and analytics tools galore. Then along came marketing automation platforms – HubSpot, Marketo, Infusionsoft etc. – with a unifying automation approach that changed the way we do marketing forever.

Today, many companies are reaping the benefits of martech and marketing automation and their belief in it is evident in their spend, now expected to reach $25.1 billion annually by 2023 . This spend translates to coveted lead generation and conversion for many marketers, with 77% stating that they convert more leads with automation . What have these companies gained by leveraging marketing automation? How have their businesses and marketing and PR processes improved?

Here are 5 ways HubSpot and other marketing technologies boost your business.

1. Magnify Results for Your Business

If you think your marketing team is already doing amazing and don’t need any supplemental technology, think again! As Bill Gates said, “Automation applied to an efficient operation will magnify the efficiency.” Any team can benefit from marketing technology to amplify their best qualities and minimize their faults. Take I-Vitae , a company whose adoption of HubSpot turned their static webpage into a conversion funnel that brought in leads 34 times more than just their non-supported efforts alone. Their team members were very good, but with supplemental technology, they were gangbusters!

2. Your One-Stop Marketing Launchpad

Nowadays, businesses have multiple social media accounts along with websites, blogs, emails, and analytics pages. Logging into five, six or more different accounts doesn’t give you a complete picture. But consolidating your channels into one marketing automation platform does. When all your channels are on one platform, it’s much easier and more effective to launch cross-channel campaigns. Instead of going to Twitter, FaceBook, and analytics pages to make sense of those numbers, your one-stop platform lets you look at one dashboard that shows you how well your posts are doing along with your follower growth. No more spending days trying to pull together multiple reports! Instead, your new efficiencies will catapult you to higher levels of lead conversion success.

3. Empower Marketing to Better Support Sales

They say, “Happy wife, happy life.” Well, in business, a happy sales team also makes a happy marketing team. When marketing-qualified leads turn into sales-qualified leads and eventually into customers, we have one happy family singing kumbaya! Martech platforms integrate sales with your marketing, breaking down the silos and facilitating communication between the two departments. This moves all your customers down the marketing/sales funnel smoothly, without any hiccups in the hand-off between marketing and sales and gets everybody on the same page.

4. Leverage the Power of Data

Technology is excellent at measuring and tracking almost any type of analytics you can imagine. Clicks, views, heat maps, all of it can help you understand what works and what doesn’t. HubSpot, InfusionSoft etc. have dozens of reports that track everything from website views to clicks on twitter posts, to email opens, and even specific web page visits. All this data is essential for understanding the impact of your campaigns and for planning future ones. They help you attain an accurate picture of ROI and bolster your efforts toward achieving your sales and business goals.

5. Expand, Yet Personalize

Audiences respond best to personalized experiences, so the fear is that as you expand, your business will lose that personal touch that attracted your customers in the first place. But the tools inherent in martech allow customers to feel like they are being spoken to individually, even if they number in the hundreds of thousands. Research shows that personalized email campaigns receive higher open click-through rates than emails without personalization. Plus, businesses that personalize web experiences see an average of 19% increase in sales! Being able to harness this power at scale, whether with email, social, video, chatbots, or your website, is one of the advantages of marketing automation.

Marketing technology is becoming more and more essential every day. If you would like to learn more about how marketing automation platforms like HubSpot can help your business, click the button below to schedule a call with an SKC professional or follow us on Facebook , Twitter , or LinkedIn .

Overwhelmed No More – PR & Marketing in 2 Steps

Fri, 30 Aug 2019 19:35:10 GMT

It’s 3 in the morning. You’re wide awake and your mind is besieged. Your competitor just sent out a new funding press release. How do you match that? Why is it so hard to reach the right investors? The right customers? Your team throws ideas at you. Dazzle with 3D presentations. We better be everywhere – on TV, on TechCrunch, on Facebook, LinkedIn, at tradeshows, everywhere! And don’t forget blogs, white papers, case studies, and email campaigns! And on and on and on.

It’s now 4am and sleep eludes you. You’re overwhelmed. Why are PR and marketing such enigmas? You know you need it to truly grow and attract investors and customers. But how? Where do you start? To think you once thought asking Rita to the prom was the toughest thing you ever did.

Sure, PR and marketing may feel daunting. But we’re here to say it doesn’t have to be. Take a deep breath, let go of everything you think you have to do. Instead, focus on just two steps that will make all the difference: First, build your foundation, and second, build your house.

This is what we mean:

1. Build Your Foundation, aka Build Your Story

A solid foundation ensures your company stands strong while forces around you wreak havoc. The secret to PR/marketing success boils down to this: know thyself. Who are you? Who should care? What can you offer?

Who Are You? Right. Beyond your name, what is it that you/your company do better than all your competitors out there? How are you contributing and changing your industry? From the onset, answer the question, “What’s our unique proposition?”, then build the strongest stories and messages about your company and products that resonate with those who matter.
Who Should Care? Identifying the right audiences to focus on is a critical foundational step for company success. For a startup, these audiences could be investors and prospective customers. For a fast-growing company, they could be future employees and partners. Knowing who to direct your story/messages adds a critical layer to your foundation.
What Can You Offer? Once you know yourself and your audiences, start planning and creating a rich content base that you can leverage and re-purpose for them. The key is to provide solid fodder that can back up who you say you are. From there you can prioritize educational and entertaining content like presentations, press releases, product sheets, blogs, whitepapers, infographics, eBooks, newsletters, and more.

2. Build Your House, aka Shape Your Story

Once your foundation is established, the fun begins. You are now ready to build a house, a mansion, even a city. This is the time when you amplify and spread your stories and messages, and watch them take shape in the eyes of your audiences. How do you amplify? Consider public relations, inbound, and outbound marketing.

Public Relations: Say, you entice the media with a unique story and approach to upending your industry, and the next thing you know, you’re on CNBC and Forbes and invited to speak at CES. Congrats! You have effectively used the power of PR to “earn” media coverage, placements you’ve secured by being newsworthy, arguably one of the best third-party credibility building strategies out there.
Inbound Marketing: Inbound marketing believes in having companies create useful content that they can publish through their own channels and/or distribute to their audiences. This is “owned media,” and the content choices are limitless. From ebooks, to whitepapers, to case studies, to blog posts to infographics, and slide decks, you build trust with every piece of content your prospects consume, and draw them closer to you.
Outbound Marketing: Outbound marketing is usually “paid media,” and what a lot of people have grown up surrounded by: advertisements, flyers, telemarketers, billboards, sponsored ads, etc. Outbound requires more budget and like the other two tactics, amplifies your messages and contribute to you building your marketing/PR house too.

Stephen Covey once said, “The main thing is to keep the main thing the main thing.” If you focus on these two PR/marketing main things, there just might be a high chance that at 3am on a future night, you’re sound asleep because your marketing/PR foundation and house are built!

If you would like to learn more about how PR and marketing can help your business, click the button below to schedule a call with an SKC PR professional or follow us on Facebook , Twitter , or LinkedIn .

5 Reasons Why You Should Care More About PR & Marketing

Fri, 09 Aug 2019 19:38:17 GMT

For far too many companies today, the main focus is on engineering and product development. This laser focus bodes well for creating breakthrough innovations. And while these products may indeed change the world as we know it, without marketing and PR, no one will ever know about them. This gives companies with better PR and marketing, but not necessarily better products, a competitive edge.

If you’re not convinced, here are 5 reasons why you should care more about PR and marketing:

1. Stand Out or Fade Out

First up is the debilitating syndrome called “failure to communicate.” Many companies hunker down and release seriously powerful products that surpass their competitors — something that would really make them stand out – but blow it because they do not communicate their message in clear, concise and compelling fashion. They simply bleed to death through their failure to market themselves and their products. Many companies sell razors, but Dollar Shave Club stands out in a crowded market with a clear, concise and compelling message—“An Amazing Shave for a Few Bucks.” Stand out, don’t fade out.

2. Establish Your Industry Leadership or Someone Else Will

Have you ever seen a keynote speaker and wonder what they have that you don’t? You have more experience or have made bigger strides in your industry, so why weren’t you invited on stage? Chances are these speakers are seen as industry/thought leaders. When computers were just giant machines in building basements, consider Bill Gates’ and his vision to “have a computer in every home.” Elon Musk’s promise that “we will not stop until every car is electric” pivoted the world in profound ways. Both had established thought leadership in their industries. A good thought leadership program—with speaking opportunities, contributed articles, guest posts etc.—can go a long way to getting you that keynote role, and to paving the way for your company and products to dominate your industry.

3. Earn Credibility, or Risk Skepticism

Trust is the basis for every successful business relationship. Just like your company and products need a go-to-market strategy, you need a detailed plan for building credibility. It’s the starting point for many successes to follow — or the reason they don’t. Communications is the basis for establishing credibility, and public relations plays a critical role. Many companies have leveraged the power of PR to earn third-party validation with top-tier media outlets and influencers. Others have proven themselves by receiving glowing customer testimonials, publishing white papers, contributed articles, blog posts and social media.

4. Empower Sales Team, or Let them Flounder

A sales team is most effective when marketing serves as “the wind beneath their wings.” Sales need marketing. Period. End of story. Earned, unearned, and owned media are essential in every part of the sales funnel, from attracting prospects, to converting prospects into customers, and to turning customers into brand advocates. And PR is the tool to deliver this media. Just imagine how useful a customer testimonial article praising your products and services can be to a salesperson while she is talking to prospects. Here she has concrete evidence that your company is as wonderful as they say it is.

5. Achieve Strategic Goals, or Perish

“If you don’t know where you’re going, you’ll end up some place else,” Yogi Berra once said. The sad truth is 70 percent of businesses end up failing within 10 years, according to the Bureau of Labor Statistics. That’s a whopping 7 out of 10 companies! With the stakes so high, it’s imperative to create long- and short-term strategic goals for your business to succeed. A good marketing plan helps you define your vision, mission and business goals, and outlines the steps you need to take to achieve these goals. And PR takes the needed steps to reach the goals—letting your customers know you exist, allowing you to shape customer perception, differentiating your business from competitors, enabling you to develop brand recognition, and establishing a competitive edge.

Without PR and marketing there are few sales, and without sales there is no company. You'll know you have succeeded if the comments you hear most often from prospects start changing from "Who are you?" to "I read about you and want to do business with you."

Keeping Your Edge - 14 Books to Read About PR

Fri, 26 Jul 2019 20:08:04 GMT

“A mind needs books like a sword needs a whetstone, if it is to keep its edge.”

While this quote comes from the pop culture explosion that is Game of Thrones, it doesn’t make it less true, especially when it comes to PR and marketing! Reading the techniques and strategies from seasoned professionals keeps communication skills sharp and inspires new ideas for your business. PR is constantly evolving and there is always something new to learn.

Here are SKC's list of 14 books related to PR that are must-reads for the executive eager to learn.

1. Cases in Public Relations Strategy by Burton St. John, Diana Knott Martinelli, Robert S. Pritchard, Cylor A. Spaulding

Case studies are most helpful when you're looking for ideas and thinking of ways to approach your next campaign. This collection analyzes cases using the RACE (Research, Action Planning, Communication, and Evaluation) model and breaks down how each successful campaign used best practices.

2. The Business of Persuasion by Harold Burson

As a giant in the PR industry for 70 years, Harold Burson reflects on his long career and how he built standards for the industry. The Business of Persuasion gives a peek at the behind-the-scenes of prominent communications events, including turning around Coca-Cola after New Coke and helping restore trust in the U.S. Postal Service after the anthrax scares following 9/11.

3. New Rules of Marketing & PR by David Meerman Scott

Now in its sixth edition, this book covers the best and most relevant tactics to optimize PR skills, and the step-by-step action plan can be used for any size business. The internet changed the landscape of PR and marketing, and new rules had to be defined. David Meerman Scott took on this challenge and created a classic that spent six months on the BusinessWeek bestseller list and is available in 29 languages.

4. The Father of Spin: Edward L. Bernays and the Birth of Public Relations by Larry Tye

A fascinating memoir, The Father of Spin tells the story of the first modern public relations professional and how the discipline came to be. Reading about Edward L. Bernays , from making Ivory the all-American soap to securing the presidency of Calvin Coolidge, is an inspiring choice.

5. Everybody Writes by Ann Handley

A personal favorite of SKC’s own Morgann Ramirez, Everybody Writes recognizes that in our digital world, content creation is democratized with anyone and everyone able to publish their own content. A great read to sharpen your skills to make your digital content stand out.

6. Spin Sucks: Communication and Reputation Management in the Digital Age by Gini Dietrich

Written by the creator of leading PR blog of the same name, Spin Sucks focuses on honest, responsible, and authentic communication. In an era of distrust of the media, trustworthy communication is golden. Dietrich teaches how to earn that trust through cutting-edge tips and tools.

7. Dear Chairman: Boardroom Battles and the Rise of Shareholder Activism by Jeff Gramm

Ever wonder how the legends of business talk with each other? Jeff Gramm tells the story of pivotal boardroom battles from the last century through letters between historic investors and managers, revealing how icons like Warren Buffett and Daniel Loeb shaped their companies. A fascinating history of how communications effected the flow of business throughout the years.

8. Trust Me, I’m Lying: Confessions of a Media Manipulator by Ryan Holiday

Shining a harsh light on how media works in our modern world, Ryan Holiday writes about the intricate dance of online news and blog culture. He identifies the chinks in the armor of the media and where a dedicated “media manipulator” can leverage their knowledge of communication to reap success.

9. Contagious: Why Things Catch On by Jonah Berger

Viral is a long-sought after title for any piece of content, but how and why content goes viral is a mystery to most. Jonah Berger has spent over a decade studying this phenomenon and shares his findings on the science behind word-of-mouth and social transmission.

10. The Little Book of Big PR: 100+ Quick Tips to Get Your Business Noticed by Jennefer Witter

Simple. Smart. Budget-friendly. Jennefer Witter gladly shares her insider knowledge in a way that gives expert guidance in an accessible package. We especially love that she includes case studies and sample content to illustrate her tips.

11. Social Media: Marketing Strategies for Rapid Growth Using Facebook, Twitter, Instagram, LinkedIn, Pinterest and YouTube by John Williams

Social Media is a crucial part of digital marketing. Full stop. But these channels, with their constant changing algorithms, building an engaged following can be difficult. John Williams demystifies social media by teaching out to get your brands message across and developing the skills to turn followers into customers.

12. The Challenger Customer: Selling to the Hidden Influencer Who Can Multiply Your Results by Brent Adamson, Matthew Dixon, Pat Spenner and Nick Toman

Particularly useful for B2B companies, The Challenger Customer realizes that targeting the ideal customer who is chomping at the bit doesn’t net big deals – it’s the skeptical potential customer. If you can convince them, then you can convince anybody.

13. Pitch Perfect: How to Say It Right the First Time, Every Time by Bill McGowan

If pitching is an art, then Bill McGowan is Bob Ross. Simple and highly effective, the principles of persuasion detailed in the book makes sure you learn when to deliver the right message to the right people at the right time.

14. TED Talks Storytelling: 23 Storytelling Techniques from the Best TED Talks by Akash Karia

While not focused on public relations and marketing, the TED talks compiled here demonstrate how important story is to professional communications. Stories are the language that people communicate in, and the best way to learn that language is to study masters like Mike Rowe and Susan Cain who are just two of the speakers featured.

Have you read any of these books? Would you like to learn more about how PR/marketing can move the needle for your business? Click the button below to schedule a complimentary phone call with SKC and learn more about PR and digital marketing by following us on Facebook , LinkedIn , and Twitter .

How PR Changed the Lives of These 4 Startups

Fri, 12 Jul 2019 23:57:43 GMT

You’re proud of your startup, and rightly so! Building a startup is no mean feat and you want to share your company with the world. As a new company looking at the giants monopolizing your industry, this can be daunting. But a good dose of PR and marketing can give you the leg up you need.

Even the big guys rely on PR. As Bill Gates said, “If I was down to my last dollar, I’d spend it on public relations.” Not convinced it’ll work for your startup? Just take a look around! Many startups get their foot in the door for new customers and potential investors by leveraging proven public relations and marketing strategies.

Here are 4 examples of how PR changed the lives of these startups for the better:

1. TrustGo: Executing a Multi-Prong Campaign

In a crowded mobile security market, TrustGo relied on SKC’s PR prowess to put together a multi-prong campaign that led to a dramatic spike in app downloads. Additionally, the spike in media attention and coverage led to heightened interest and overtures from bigger publicly-listed companies, eventually leading to an acquisition by Baidu , the “Google of China”! As part of the campaign, we focused our PR muscles on a tenacious media outreach program and also leveraged content marketing in the form of the Quarterly TrustGo Mobile Mayhem Report. Our case study shares how we did it.

2. Zoom.ai: Zooming in on Being a Problem Solver in Eyes of Media

To attract customers and recruit talent to sustain their growth, Zoom.ai , a chat-based productivity platform, looked to PR. With specific goals in mind, they focused on highlighting how the company used their innovative Artificial Intelligence (AI) to fix problems in the workplace when pitching articles to journalists. These stories ended up in mainstream outlets like TechCrunch and VentureBeat , and led to phones buzzing with customer inquiries and interest from top talents.

3. Zently: Showing How PR Begets PR

For an example of how PR begets PR, look no further than Zently , an app aiming to make renting easier for roommates and landlords. A feature in TechCrunch more than doubled their signups in two weeks, which led to increased interest from other media and more features in top outlets, leading to more funding and signups, and eventually an acquisition by Uber. The exponential power of PR at work!

4. Polar: Believing in and Doing PR from Day One

Integrating PR from the beginning can set the stage for exponential growth. Polar included PR from the outset, even before their launch. Their PR team was included in the process of building an opinion sharing app on iOS, and that insight formed their strategy. This led to 40M+ pageviews in a month! The result: Polar was acquired by Google within two years. The proactive media campaign of reaching out to breaking news journalists ensured that their launch exploded onto the scene.

These are just four examples of how PR can help a startup succeed—and change life for the better. Every day there are more examples being made. If you would like to know how PR can help your business, click the button below to speak with an SKC PR pro or follow us on LinkedIn , Twitter , or Facebook .

How Outsourcing PR & Marketing Can Benefit Your Business

Wed, 26 Jun 2019 23:58:14 GMT

If you're a small company, trying to handle your PR and marketing on top of everything else you have to worry about, it can be overwhelming. Sure, you've got just as much ambition as a more prominent company, but you're short-staffed and as much as you hate to admit... you're not Superman or Wonder Woman.

We're here to tell you that it's okay.

Great leaders know when to ask for help and how to delegate. So stop trying to grow that third shoulder to carry the weight of your company's marketing and instead share that load with an agency that knows what they're doing.

Here are five reasons why you should:

1. Many Hands Make Work Light

An extra hand is always a good thing. Trying to meet your company's PR/marketing needs effectively is no side job. It's a lot of work creating campaigns, shelling out press releases, blog posts, case studies, social media, or what have you, if it's not your only priority or even your area of expertise, it can weigh heavy on your shoulders. Having someone around explicitly dedicated to it allows you to focus on your core tasks.

2. Focus On Your Strengths

You know what you're good at, maybe it's solving complex math equations or cracking an egg over a skillet. A PR professional is skilled in making you look good. They're good writers and know media like the back of their hand. They'll take all the cool things your company does and turn them into marketing gold. Maybe it's a newsletter about your recent accomplishments or a case study that shows off your company's problem-solving skills, but it'll have prospective customers flocking to you in droves.

3. They Have The Tools For The Job

Ever need to get a job done, but you don't have the right tools? Maybe you're missing that screwdriver, or you're using a fork to cut through a steak. When it comes to your PR and marketing, the right pro will have precisely what you need. One of them is marketing automation software, like Hubspot , which can handle all of your content marketing needs. Another is media databases, like Cision , where they can find the media contacts most relevant to your company. Agencies leverage existing relationships and develop ones on your behalf to promote your company through published media, which in turn, gets your name out there and raises awareness among potential customers.

4. Fast, Aren't They?

Small is not a death sentence. Say it with us. You can be a small company and still do great things, but there comes a point when you too will need a hand. Sure, you don't have the workforce now, but that's why collaboration is vital. Partnering with an agency allows you to supplement your team. Plus, skilled professionals will know how to get a thing or two done in record time. The work is back-breaking, whether it's setting up a press conference or launching a marketing or media campaign, but they might just deliver beyond your in-house resources can.

5. They Bring Something Different To The Table

Don't mistake us. We're not saying that these people are capable of doing something that you're not. What we're saying is that these are trained and seasoned professionals who have spent years honing their craft, cultivating relationships with media and have heightened expertise that could get you further in the long run. Whether it's a personal sensibility of a market that you have virtually no experience with or skills that you generally don't possess yourself, have faith that they do.

Power is in the eye of the beholder, and no matter what size your company is, you can still pack a punch! So if you're feeling overwhelmed trying to cover all your bases yourself, maybe it's time to partner with an agency that will take the weight off of your shoulders and allow you to get back to business.

Click the button below for a complimentary call with SKC to discuss your marketing and PR needs, or follow us on LinkedIn , Twitter , or Facebook .

Connecting with Your Audience is Easier Than You Think

Wed, 12 Jun 2019 23:58:27 GMT

You've followed all the steps to become a thought leader . You've planned your media event down to the smallest detail. Now, all of your hard work has paid off, and it's your turn to take the spotlight. You might be thinking, I'm ready, now I just need to connect with my audience. Whether you're talking one-on-one with a reporter, hosting a webinar, or giving a keynote speech at an industry event, what can you do to boost your confidence and wow everyone listening?

Here are 5 tips for connecting with your audience:

1. Tailor Your Message

"One size fits all" is nice in theory, but it's not very realistic. Before you publish that PowerPoint, understand what your audience is looking for. What information are they expecting you to provide? What are they hungry to learn? Should you use industry jargon or avoid it altogether? Tailor your messages, your tone, even your delivery style to fit each audience. Taking time to customize your presentation can mean the difference between making a connection and getting a cold reception.

2. Show, Don't Tell

People are storytelling beings. We absorb information better in story form. One way to bring this into your presentation is to begin or end with a story that illustrates your key messages. The best way to connect with your audience is to speak to them, not at them. Be expressive, help your audience get as excited about the topic as you are. Choose lively, colorful, and descriptive words that speak to the five senses or convey emotion. Use sentences that describe your presentation's core concepts visually.

3. Live and Breathe Your Message

Breathing life into your presentation begins with knowing the core messages you are there to deliver. Be it a personal triumph or a corporate pitch, successful presenters stay on track because they know their message inside and out. Take the time to memorize the key points and supporting proof points so that you can focus on your delivery, instead of the content.

4. The Rules of Engagement

Seasoned stage actors often say that you can feel the energy of the audience when they are engaged. Tap into that energy by interacting with your audience, get them to think, to laugh, to feel. Develop your script to include moments of audience participation - be it a simple show of hands, a role play, or a Q&A session at the end. You'll never know if you've made a connection unless you give your audience a chance to connect.

5. Hope for the Best, Prepare for the Worst

Hands flail in the air; questions jump at you from four corners of the room; decorum has dwindled. There will be times when, regardless of how well the presentation is going, members of the audience seem determined to stick to an agenda of their own, throwing you off track, off topic, even off the subject. Know before the big day how you would handle challenging or controversial questions from a rude reporter, an apathetic audience, or time-stretched executives. Above all, keep your cool!.

Having a fresh set of eyes on your presentation can spot any stumbling blocks. Click below for free consultation session to prepare for your future audience.

Are Newswires Still Relevant Today?

Wed, 01 May 2019 23:59:27 GMT

The press release is approved. Let’s get it across the wire. Let’s not!

This has happened before. You find yourself in a tug of war between newswire advocates and antagonists. Each group insists their way is the only way. The advocates argue that services like Business Wire and PR Newswire offer a broader reach and deliver trustworthy content. But the cynics are up in arms about costs and insist that social media will suffice.

SKC is here to say, wires are wise to use, just not all the time. Definitely, let’s use the wire for big news such as funding rounds and major product launches, but let’s decide on a case-by-case basis on softer news like new hires and award wins.

Here are 6 reasons newswires are still relevant and helpful to companies today:

1. Make Your Release Official

A press release that “has just crossed the wire” with a date and time stamp immediately establishes itself as an “official” announcement, something that a simple release posting on your website can’t accomplish. This simple act provides you with additional gravitas, and if you’re a startup, allows you to begin building much-needed momentum for scaling your business.

2. Broaden Your Reach

Wire services have established and ever-expanding distribution channels with media touch points all over the globe. A wire-distributed release will be picked up by hundreds of portal sites, word for word, helping you broaden its reach beyond just your own company channels.

3. Your Launch Pad for News Coverage

Getting media attention can be difficult but submitting a press release to a newswire is an easy way to build momentum. While SKC strongly believes in cultivating media contacts one-on-one, and preferably before sending a release across the wire, we also believe there is a place to put the newswires to work. Many journalists self-subscribe to topics with these services. This means your relevant news will automatically land in their inboxes, and sometimes lead to them covering your news. We have seen this happen often, especially with funding news.

4. Catch the Media’s Limited Attention

Journalists are always scrambling to keep up with news cycles, and putting out a punchy, jargon-less, fact-based release on the wire makes it easier for them to consider your story. In fact, a recent study by Cision found that 71% of journalists cited press releases as the type of content they want from companies. Case in point: Journalist on deadline found an old SKC client release, called SKC, asked to interview our client on exact topic covered in release that he was now on deadline for. The client happily graced their evening news that day!

5. Well-Regarded Media Source

Many journalists say that they use newswires as a way to verify information and as a public record. To get on a wire, the submitted press release is reviewed and vetted several times so writers know that when it comes into their inboxes, they are getting trusted information. This is why many companies will send their earnings announcements through newswires as additional validation.

6. Your Crisis Management Tool

When crisis hits, newswires can get news out to journalists faster than what you can do on your own. You also have full control of the message, your official statement, which is an advantage during a time when a viral video or tweet can rapidly spin out of control. Newswires also cast a wide net since you don’t have to go to each outlet individually to get your side of the story out.

While we agree that wire services may not be the only way to get your word out, it is an approach that helps bolster existing PR efforts. If you’re interested in learning more about how newswires and public relations can benefit your company, click the button below to connect with a SKC PR pro, or follow us on LinkedIn , Twitter , or Facebook .

Are Press Releases Still Relevant Today?

Fri, 19 Apr 2019 00:00:15 GMT

The press release is dead. Long live the press release!

The debate as to whether the press release is a relic of the past (the first one was sent over 100 years ago), or still a relevant tool today has been raging for the past few years. No one reads them, they don’t get “picked up,” and SEO value is limited these days, say the press release naysayers. But we’re here to tell you, don’t rule them out entirely. And while at times another tactic will work better, they do fulfill some very useful PR purposes.

Here are 6 reasons to keep press releases in your PR toolbox:

1. Releases are Trustworthy

The release is a go-to source for reliable information -- it's information direct from the horse's mouth, so to speak. And when well-written, it provides consistent, factual messaging for the company to get out to its audience.

2. Attracts Visual Interest

The press release of yesterday was a block of text with little to catch the eye. But not anymore. Now a release can provide excellent content, and also be a host for images, videos, and other multimedia to add value to your news. Editors love an attention-grabbing picture.

3. Creates Content Assets

The release can serve as a starting point for content that can be spun out to blog posts, social media, white papers, infographics, and more. And it can be shared as part of your targeted media pitch, as fodder to supplement the other information you’re already providing. The internet is like an always-hungry lion on the hunt for content and a press release is a goldmine for ideas.

4. Legally Mandated

There are times when a news release is not only relevant, but necessary. For one, public companies are required to use press releases to announce earnings and communicate other material information.

5. Website + SEO

Even if you only put your press releases on your website it creates a timeline to demonstrate your company’s growth and momentum. It also allows you to share your company's side of the story, always useful in crisis communications. And here it can be found by search engines.

6. Editors Still Request Them

Many journalists and editors still ask for—and rely—on them! This is particularly true of trade media. While a writer might balk at an unsolicited release clogging their email, they will ask for a release if they need one since a release is a punchy package of information that serves as an important resource, helps media complete their stories and meet deadlines.

There are a huge number of channels and PR tactics at your fingertips, but we believe there is still a place for a well-written press release to tell your story. If you'd like to learn more about how press releases can benefit your company, click the button below to connect with an SKC PR pro or follow us on LinkedIn , Twitter , or Facebook .

5 Keys to Getting Your Thought Leadership Article Published

Fri, 05 Apr 2019 00:03:48 GMT

Are you aspiring to be a thought leader? Being a thought leader may seem intimidating, but it doesn’t have to be. Thought leadership can take many forms, but the most powerful tool in your arsenal is the contributed article. Such an article provides insights and positions you as an expert, without a hint of self-promotion. If you do it well, the benefits are aplenty, including having people seek you out as your industry’s "guru” and knowledge purveyor.

So, let’s get you published! To see your name, story and picture featured in your coveted industry magazine or even business and technology outlets like Entrepreneur and ReadWrite, here are 5 tips to getting your thought leadership articles accepted.

1. Offer Your Unique Point of View

Your point of view is not about your product. It’s your unique, even provocative perspective, informed by your experiences past and present, that are relevant enough to be part of your industry’s conversations and meaningful to your audience. Shawn Guan, CEO of Umbo Computer Vision , watched the artificial intelligence (AI) market evolve over the years and formed a unique insight on how AI will revolutionize video security. His “The Next Evolution” opinion caught the attention of Security Today which published the piece for their audience of security professionals.

2. Provide Proof Points for Your Content

Back up any claims you make with solid proof – statistics, third-party studies, your own studies, or your own anecdotes. Stellar Cyber CPO, John Peterson, saw high-profile data breaches at companies like Equifax and believed there was a better way to prevent and detect cybersecurity risks. Using examples of exactly how a network breach might occur, statistics about today’s average breach detection time, and technical explanations, Peterson proved his point in InfoSecurity Magazine that the best way to prevent cybersecurity risks is big data and AI.

3. Point Out Industry Gaps and Shortfalls

Before you can solve a problem, you need to identify it. When it comes to identifying the pain points in cross-border investment, InnoSpring Silicon Valley general manager Xiao Wang has an eagle eye. Her contributed article was picked up by business magazine Entrepreneur due in part to her pointing out the areas where regulatory tightening and foreign exchange controls caused issues in cross-border investment.

4. Offer Compelling Solutions

If you can help solve problems facing the readers of your target media outlet, it’s a win-win for everyone. An article that provides a solution creates a road map for your audience. SKC ’ s founder, Sharon Sim, shared with readers of Asian Entrepreneur why public relations could help Asian companies looking to expand to the U.S.. She identified the issues and laid out the benefits of having a solid PR program for market expansion.

5. Forecast What’s Ahead

It’s simple. Leadership means you lead. pointing not to what’s here or what’s behind, but what’s ahead. Readers want to know what to plan for and look forward to, and editors are always eager to take contributed articles that cater to their tribe. Apogee CTO Rajiv Shenoy’s predictions of how VR, AR, and AI would transform universities in the coming years caught the attention of Unbound , a news website covering higher education issues. He shared his forecast of what’s coming and how institutions can set themselves up for success in the future.

Ready to see your name and story published? If you start off with contributed articles, you’ll be well on your way to becoming a thought leader. And if you’re in need of a little help to brainstorm ideas, polish your article and get it printed, our team at SKC is here for you. Click the button below to talk with us, subscribe to SKC Insights, or follow us on LinkedIn , Twitter , and Facebook .

4 Reasons a PR-Digital Marketing Marriage is Good for Business

Fri, 22 Mar 2019 00:12:50 GMT

Public Relations and digital marketing have a common goal. Both want to increase visibility and awareness, but while one is about your relationships with customers and prospects, the other is more about your relationships with reporters and media outlets.

A healthy marriage of the two disciplines benefits each side — making each one stronger than it would be on its own. PR gets access to digital audiences beyond their traditional sphere, and digital marketing gets the experience of tried-and-true methods of communication. And you get a cross-channel strategy that can’t be matched that provides the following 5 key advantages to your business.

1. Amplifies Your PR Efforts

By incorporating digital marketing tactics into your PR activities, press releases, thought leadership articles, case studies, and press coverage can be spread and amplified through new channels. Reporters will be able to find information on your business through twitter or a google search. Backlinks and/or SEO key phrases in your press release can boost viewership of a piece of news to a whole new audience. Sharing contributed articles or coverage clippings on social media extends PR to your followers and beyond. PR materials are also a great source for content-hungry channels and for content marketing where you can chop up a release for a blog post or whitepaper.

2. Optimizes Your Digital Marketing

PR professionals have honed communications to a fine art. They know what piques a reader’s interest in a story or how to market a thought leadership article. Sometimes the difference between an email that is opened or not is a well-worded subject line. Bringing these skills to a digital marketing email or social media campaign can increase SEO and click-through rates. A higher CTR means you get more traffic. And, higher CTR pages tend to have higher conversion rates too. A website crafted by a PR pro might use similar media communication tactics, only with marketing, they’ll hone messages targeted to customers and prospects.

3. Harmonize Your Brand Voice

Breaking down the silos between digital marketing and PR lets the right hand know what the left is doing. In other words, your online and offline campaigns become less disjointed and your audience can recognize your brand’s voice no matter what medium they use to learn about you. Media and customers can be confused if your social media voice is very upbeat and modern, but your press releases sound curt and dry. Consistent brand voice is important in keeping your message clear.

4. Supports Your “Customers First” Approach

With digital marketing, the whole mindset revolves around solving the customer’s problem. This leads digital marketing teams to create informative blog posts and eBooks, and even start social media helplines. But when partnered with the relationship-building brain of PR, this style of marketing builds trust between your brand and your audience. One of the most important aspects of customer experience is trust. Customers simply don’t want to do business with a company they can’t trust. Like we said earlier, any and all PR makes for good digital marketing content, but PR is also about “mutually beneficial relationships.” PR pros know your audience’s pain points and digital marketing is the avenue they can use to fix them. One great example of this integration is American Express’ blog which focuses on helping small businesses grow with helpful tips on taxes, supply chain management, even business cards, just like SKC’s blog teaches you more about PR and digital marketing to help your business!

Digital marketing and PR are a match made in communications heaven, and when you launch integrated campaigns, the duo brings out the best in each discipline. If you are looking for a sounding board on the best ways to integrate PR and digital marketing, click the button below to talk with SKC, subscribe to SKC Insights, or follow us on LinkedIn , Twitter , and Facebook .

5 Reasons Journalists aren’t Giving Your Startup the Time of Day

Fri, 08 Mar 2019 00:14:39 GMT

Gaining media traction as a startup can be difficult. You approach a reporter at a trade show, but he gives you a blank stare and mutters, “Who are you again?” You write email after email, but they seemed to have fallen into an abyss of no return. This anonymity can be especially frightening against the fact that 90% of startups don’t make it. How can people buy your product or service if they don’t know you exist?!

If journalists are ignoring you now, here are 5 reasons why this might be happening.

1. Your Pitch Needs Work

Not getting any responses? It’s time to tweak your pitch. It may not have enough information, or too much. Or it may not be punchy enough. Even trying a new subject line could help stoke media interest. An email with the subject “Interview Offer: ‘Ending Cyber Attacks’” is much more intriguing than “Unknown Company X Requests Meeting.”

2. You're Not Reaching the Right Person

Press rooms change frequently nowadays, so having an updated media list is important. Also, editors have writers that cover many beats. Reading articles written by the people you want to target or following them on social media can give insight to what kind of stories a journalist prefers. Don’t send a product pitch for your amazing software to an investigative reporter who covers the white house!

3. You Haven't Proven Yourself Yet

Even though Uber is one of the most successful startups ever, with a possible 2019 IPO valued at $120 billion, they had a slow start on the media front, with journalists wondering if it crashed and burned in their first year . Media can get anxious about a new company, because who wants to write about a “promising company” and it shuts down in a few months, thereby tainting the reporter’s credibility. They want to write about companies that will last. However, only time and consistent growth on your part can prove to them that you’re worth the risk. It’s alright if coverage is not instantaneous, if you believe in your company’s growth, the headlines will happen soon enough!

4. You're Just Talking About Yourself

People get tired of listening to someone talking about themselves all the time, even if the speaker is a star. Focus on telling journalists about how your company helps the larger world. By showing how your business makes an impact in the community or industry is far more interesting to a journalist than waxing on about what your business is. One solid example is the Apple iPhone story. Before the iPhone, most of the world had just used our mobile phones to make calls. After the iPhone, we’re using our phones for everything else, from getting directions, to online banking, to photography and social media and more. The iPhone has changed major industries, and all our lives.

5. You Encountered Bad Timing

Sometimes it just comes down to bad timing. Maybe a busy conference is occupying all of the media outlet’s manpower, or they just published a story that is too similar. Luck is a part of the game and sometimes it’s a swing and a miss. But luck happens to the prepared! Planning ahead can help you avoid those “OOO” replies and you can time your pitches and launches to better align with the media’s timelines and schedules.

Don’t be discouraged if a journalist doesn’t immediately recognize you or your company! Think of this as an opportunity to introduce yourself and rework your approach. If you’re ready to explore more ways to optimize your media outreach, we can help. Click the button below to speak with a PR professional from SKC. To pick up more PR and marketing tips, follow us on LinkedIn , Facebook , or Twitter .

Want Media at Your Event? 5 Hooks to Reel Them In!

Thu, 21 Feb 2019 00:35:04 GMT

Press coverage of your event amplifies your message and reaches many more people than just event attendees. Media coverage also builds positive brand visibility, credibility, and leads to increased revenues. But with shrinking newsrooms and journalists flooded with press invites every week, how do you ensure your event gets on their to-do list?

Besides genuine uniqueness and proximity to venue, here are ways to sweeten the pot (as they say) with catchy news angles:

1. Hype Up Superlatives

Is your event the biggest, first, or fanciest around? Play up the uniqueness of your event and pitch it as a hard news angle. When a new indie bookstore opened in 2016, they knew they needed a media boost to make a grand opening in the age of Amazon. By billing themselves as North America's only romance-focused bookstore, The Ripped Bodice celebrated their launch with stories in L.A. Weekly , Huffington Post , and Hollywood Reporter .

2. Give Them Something to See and Do

Influencers and local news anchors alike love events that play well on film. Visuals and interactive exhibits create eye-catching material that brings in followers and views. A stunning example of this is the Museum of Ice Cream , a pop-up that traveled from coast to coast, inspiring people to take pictures of themselves in the Sprinkle Pool or selfies with a millennial pink backdrop. Instagram appeal and a young charismatic founder propelled the MOIC into The Atlantic , Bloomberg , Forbes , and New York Magazine .

3. Find the Human Stories

Personalize events with human interest stories. Instead of talking about the event, talk about the people behind it. When the non-profit Sleep in Heavenly Peace spoke about how they came together to build bunk beds for underprivileged children, they told the story of the Hezeltine family and the joy the four boys felt as they slept in their handmade beds for Christmas. If that warms your heart, it will warm the media's too.

4. Rely on Local Influence

Whether it's local content creators or local businesses, the community where you are hosting the event is central to its character. Even events with global appeal, like the LA Times Festival of Books , can pick up media attention by showcasing local talent and businesses. Outlets promoting the event wrote stories about LA chiefs and cuisine , local authors , and a local government official who lauded the event as an opportunity for local businesses to expand their markets. The festival, which boasts over 150,000 attendees each year, would not have achieved that level of success without the local community.

5. Bring on the Star Power!

Tapping into a celebrity's fanbase for your event is a time-honored tradition. Keynote speakers, headliners, and guests of honor are are slots that can be filled with someone well-known in your industry or to the public. Conferences, especially pop culture conferences, know this lesson to be true. The San Diego Comic Con practically runs on star power with top Hollywood names like Ryan Reynolds, Jude Law, Gal Gadot, and Olivia Munn. A keynote by an industry figure (like that at CES by Dr. I.P. Park of LG Electronics) or a partnership with a celebrity chef (like Pure Leaf and Top Chef judge Gail Simmon's brewery event) are other ways you can catch media attention.

Events can be a great source of PR and marketing goodwill. If you're ready to explore the different ways your events can draw media attention, we can help. Click the button below to speak with a PR professional from SKC. To pick up more PR and marketing tips, follow us on LinkedIn , Facebook , or Twitter .

Spread the Love! 14 Reasons Companies are Embracing Influencer Marketing

Fri, 08 Feb 2019 23:56:05 GMT

The advent of social media has turned the public relations world topsy-turvy. New media content creators, or Influencers, are now carving a niche for themselves with online video, photos, podcasts and more. On Instagram alone, the top 50 influencers command a total of $3.1 billion followers. That’s nearly three times the population of China!

People browse their social apps daily, actually, some much more frequently, to check out their favorite fashion insta's #OOTD (outfit of the day) or how a MUA (makeup artist) does their eyeshadow. They live vicariously through influencers’ Instagram travel photos and gaming livestreams on YouTube. And they buy the products and services featured, that in 2018, a stunning 49% of consumers relied on influencer recommendations for their purchases.

More and more companies are realizing it’s not enough to do traditional PR with media and analysts, and are now cultivating influencers because they are great at…

1. Providing Stunning ROI

According to a study from St. Joseph Communications, the ROI of influencer marketing can be eleven times higher than traditional marketing, such as TV and print ads. That makes it $6.50 earned per $1 spent on building connections with influencers.

2. Generating Sales

Social media sites like Instagram have made it easier than ever to generate sales thorough their platforms. Features like purchase links let users buy products that influencers display on their feeds.

3. Creating Content

“Content is King” is a constant mantra in digital marketing and influencers are the kings (and queens) of content. Their expertise in content creation can lead to new depth in your own content marketing, as they know the quality and frequency that their followers love.

4. Building Brand Awareness

With the reach that influencers possess, they can share your product or service with thousands to millions of regular viewers. They are a direct link to your audience and targeted posts spread brand awareness like no other.

5. Being a Trusted Voice

People trust recommendations from those they know over any other avenue. Influencers have reached the balance of trusted friend and authoritative expert that capitalizes on this phenomenon.

6. Building Relationships Between Followers and Brands

Influencers act as middle men between their followers and your brand, providing a personal touch and bringing together the two sides through a mutual connection.

7. Fueling Engagement

Influencers rely on engagement with their posts to survive and cultivate a base that they interact with regularly. Views are no longer enough! Your audience needs to comment, share, and click on those links.

8. Bring a New Perspective

Influencers know how to stand out from the crowd. They have a flair all their own and, with creative freedom, can craft your message in new and surprising ways tailored for their followers.

9. Driving Traffic

Influencer marketing is like a vacuum cleaner. Pointed at the right audience, it sucks traffic right into your marketing funnel through backlinks in targeted posts. This is the start of gathering leads to convert into sales and more.

10. Converting Leads

Not only does influencer marketing bring in a new audience, it can convince your current leads to move onto the next step. If you are already in contact with a lead, the endorsement of a favorite content creator is great leverage.

11. Giving Access to Your Target Market

Looking for a specific demographic? All the followers that an influencer has amassed are targeted and engaged. Working together with an influencer gives you access to that audience’s daily life.

12. Becoming Brand Advocates

Influencers are not only a great gateway to a targeted audience, they are potential customers too! Developing a lasting relationship with influencers who love your brand creates brand advocates who will gladly share their enthusiasm with the world.

13. Improving SEO

While the Google search algorithm does not count social shares, it does rely heavily on backlinks to evaluate a website’s search engine optimization or SEO. So when an influencer posts a link to your website in their caption, description, or blog post, you get a boost in your search rankings!

14. Growing Your Social Following

Influencers tagging your company’s social media in their posts will lead their followers to your feeds, eventually becoming your followers. So, you get two birds with one stone!

Influencers are here to stay, and one day dominate. If you’re ready to explore influencer marketing, but are not sure where to start, we can help. Click the button below to speak with a PR professional from SKC. To learn more about working with influencers, follow us on LinkedIn .

7 Steps to Becoming a Thought Leader

Fri, 25 Jan 2019 23:57:25 GMT

Would you like to become a thought leader and reap the benefits that come with it? Thought leaders—like Microsoft founder Bill Gates and Amazon founder Jeff Bezos—are people who have visions and strong degrees of expertise in subjects, topics, or issues. But more than that, they have publicly and relentlessly demonstrated their bona fides by taking a stance, having a perspective, and voicing their views and opinions. They’re leaders others want to meet, learn from and emulate.

Thought leadership takes time and effort, but the benefits are worth it. From building credibility with investors and customers, to shortening your sales cycle, to creating a legacy for the future, your efforts will not only help elevate your industry but catapult you to a new level of success and renown. Here are 7 steps to get started:

1. Be a Journalistic Resource

Getting quoted in news articles and publications is a great way to establish yourself as an expert or leader in a field. To be quoted, position yourself as a valuable source and make yourself known to reporters. Put yourself out there and be visible – engage in conversations with journalists, share your great ideas and insights. Help reporters choose you.

2. Seek Out Public Speaking Opportunities

Share your knowledge by participating in speaking opportunities at industry events and conferences and around your own community. It helps to showcase yourself as an expert in your field when you can offer timely and relevant insights and talks. And with time, and with one stellar presentation after another, others will start reaching out to you for speaking engagements and awards.

3. Don’t Just Amplify Content, Create Value

In other words - create valuable content - have an opinion and be passionate enough to articulate it and disseminate it by whatever medium comes naturally to you - writing, video, audio. While retweeting or sharing others' content in itself is de facto expressing an opinion as well, doing so without as much as adding a few words is lazy, utterly annoying and ultimately not sustainable. Fire up your laptop!

4. Roll Out the Articles

A Forbes Insights/Deloitte survey revealed that when pressed for time, CXOs are very discerning about what sources they use for business insights. When asked which source is the most preferred, the largest percentage of executives point to feature-length articles, followed by business books. So , roll out the grit - put out article content and get published regularly.

5. Build a Personal Brand

Your personal brand speaks for you, sometimes without even saying a word. Building your personal brand will give you credibility in your field. It will showcase you as an expert who can be trusted in your niche. And it can highlight you as the go-to expert, creating more business opportunities in the future. So, shine the light on yourself, the world is too busy to do so for you.

6. Build a Network…and Maintain it

It goes without saying that a professional network is valuable. You should be reaching out to people, networking daily, offering to help make a connection, share a little insight, before you ask for help. The power of who you know and learning what they know is extremely important; it gives you the tools and resources you need whenever you need them. And, once you have built a solid relationship, you have to maintain it. People are going to stop responding to you when you only message them when you need something, even if it's a business deal every time.

7. You Have Ideas? Offer Them Up

You're the expert, so let your point of view be known—even if it’s outside the traditional school of thought. It's OK to create conflict. Not everyone will agree with you, but that’s not the point. The goal is to get people thinking and talking about what you have to say.

Is building thought leadership worth it? Absolutely! If you’re ready to become a thought leader but wonder where you’re going to find the time to take the necessary steps, we can help. Click the button below to speak with a PR professional from SKC. To learn more about thought leadership, follow us on LinkedIn

6 Reasons to Partner with a PR Agency in 2019

Fri, 11 Jan 2019 23:58:18 GMT

The beginning of the new year brims with possibilities. You have goals and grand plans for your company. You have a brand to build, products and services to launch, more customers to win over and an opportunity to scale. You have so much to do and so little time!

Yet you’re challenged. You’re dreaming up ways to stretch your 24 hour-days into 48-hour days, spitballing ideas on how to meet these goals without adding headcount. Well, you’re not alone. From brand building to media relations to digital marketing, there are plenty of reasons why so many companies have found their solution by partnering with PR/marketing firms. Here are 6 reasons why hiring a PR and marketing firm is smart business.

1. Frees Up Your Time to Focus on What You Do Best

You're building your company, designing, developing and selling products and services. That’s what you do best. The PR agency has clients and products to market. We write, message and position you, pitch media, create news stories, secure speaking opportunities and awards, execute digital marketing – that’s what we do best. When you find your trusted agency, take a sigh of relief as you can now free up your time to focus on what you do best, paving the way for you to build products that are PR-worthy.

2. You can be More Efficient and Effective…and Save Money

You know that you could exceed your executives' expectations if you had the right support, but you're not sure how to justify the cost. Engaging an agency can actually save you money. Triple your workforce, accelerate your accomplishments and attain your goals without the high costs associated with benefits, insurance, or retirement, while maintaining control over your message. You may wield more influence than you think.

3. You Can’t be Two Places at Once…With an Agency you Can

Managing multiple priorities, juggling schedules and multitasking are daily challenges. No one can be in two places at once, but with a PR and marketing agency, you can. While you're busy attending meetings, your extended team members are busy launching blogs and email campaigns, pitching your stories, booking interviews, and securing speaking slots for your CEO. With an agency, you have a team, which means there's always someone at your disposal, regardless of vacation schedules or sick days.

4. You’ll Have an Abundance of Resources

Your PR and marketing agency have an abundance of resources – the best, most comprehensive media databases, and training in marketing automation tools that can save you thousands of dollars in subscription fees, and will also expand your capabilities ten-fold.

5. It Really Does Take a Village.

The adage that "it takes a village" can be applied to the corporate world. Your company's success is dependent on the success of each of your business units, from sales to business development, to product management, to marketing and PR. Fortify your ability to succeed by using a PR and marketing firm that will be devoted to your success and driven to help you achieve it.

6. Results, Results, Results

At the end of the day, it's all about results. Increased awareness and positive regard of your executives, company and products often precede market share. Greater public visibility means greater credibility to potential clients and builds trust with existing customers, not to mention increased revenues, higher profits, and happy investors. With the help of an agency, the results could be limitless!

A PR and marketing agency is a valuable partner to businesses when leveraged for our special skill set, strategic expertise, and valuable connections. Start your 2019 PR and marketing planning on the right foot. Our team at SKC is happy to offer you a complimentary consultation. Schedule it here:

Going to CES? 5 Tips to Grab the Media Spotlight

Wed, 19 Dec 2018 00:01:06 GMT

Tradeshows are like marathons. They aren't for the faint of heart. The biggest ones, like CES , run for six days and are packed with early mornings, late dinners, bustling business exchanges, and constant industry buzz. Tradeshows are also popular, albeit noisy, forums for promoting your company, your successes, and your messages. But how can you make sure that your company is not swallowed up by the sea of vendors vying for mindshare and media attention?

Here are 5 ways to grab the CES media spotlight:

1. Be Prepared

While CES 2020 is almost upon us, there’s still time to uncover media opportunities -- from inclusion in tradeshow dailies to exclusive invitations to media events. Do your research on the myriad media and award opportunities for the show. Get your releases ready now so they can be pitched in advance. And now is the time to enlist the expertise of PR pros to refresh your message, update your media kits, and get your executives interview-ready.

2. Be Resourceful

Good news, bad news, reporters love being the first to know. Working with the show's media coordinator, your PR team can get a hold of media and analysts who have rsvp'ed, cherry-pick the most relevant contacts, and get the ball rolling by securing appointments in advance. Events like Pepcom Digital Experience! and CES Unveiled , where only the media gather, happen before the official start of major tradeshows and are a great way to catch the attention of journalists before the crush of the exhibit hall. We've helped several clients leverage pre-CES media events and ignited media interest that resulted in positive coverage in USA Today, The Verge, CNET and more.

3. Be Helpful

Reporters have a job to do. They are seeking compelling news, companies to watch, and evidence of industry trends. Are you a leader in your industry or a newcomer? Will you be launching a new product or service? Do you have a customer success story to share? Because reporters are time-deprived, your meeting should be to-the-point, yet educational and tie to industry trends and issues. Your PR team can suggest story ideas that can also be included in your press kits.

4. Be Focused

So many prospects, so little time. Just as you need to stay focused on business development and client relations, your PR counsel can be on the show floor juggling media meetings and cultivating and scheduling ad-hoc interviews. Your on-the-ground PR support can also walk the floor and scoop up competitive intelligence. Trust your PR team to support you while you focus on converting prospects into customers.

5. After the Confetti Settles... Be Proactive

The show is over and you’re exhausted. But, PR efforts don’t end with the close of CES. Your PR team will spend the next few weeks following-up with reporters, particularly those you’ve met. They will also track down reporters who weren't at CES and pursue coverage with those who are relevant, providing updates and show highlights that are guaranteed to put you in the media spotlight.

CES is filled with unexpected opportunities, so smart PR can make the most of it. We’d love to help you pull together a great show, so, click below to schedule a complimentary consultation session.

5 Tips to Create Media Buzz During the Holidays

Thu, 06 Dec 2018 23:11:45 GMT

Sometimes “bad timing” can be “good timing.”

Conventional wisdom dictates that companies should avoid media pitching and outreach during the holiday season. The belief is that everyone, including consumers, reporters, and editors, is too busy and distracted to hear our story pitches, look at press releases or read news articles. The truth is this is an ideal time. The news cycle is slower, creating content holes for reporters. For companies, the holidays are the perfect time to gift news outlets with story ideas.

Here are 5 tips for getting yourself some coveted coverage during the holiday season:

1. Wrap-up the Year with a Special “Wrapped” List

If your company had a great year, why not celebrate it with your customers? Share how they benefited over the past year with a summary of what they saved, enjoyed, or gained from your business. Ever since Spotify launched their aptly named “Spotify Wrapped” in 2018 – a popular annual feature that gives subscribers playlists of their personal top songs – other top brands have put their own spin on year-end marketing campaigns. Netflix’s quirky 2020 “ We Watched It All ” ad, Mailchimp’s interactive 2020 Annual Report , and many more have clearly taken inspiration from the “Wrapped” initiative. So, cap off the year with your own version of customer favorites! Turn it into a press release and perhaps even an infographic, and share it with local, trade, and national business press. (Don’t forget to let your own customers know, too, by sending them an email and posting the roundup on your social media networks).

2. Make Predictions – They are Perennial

Onward-looking predictions may seem overdone, but they continue to work. Many publications — particularly technology ones — have annual new year prediction guides. Here’s a chance for C-level executives to position themselves as thought leaders and experts. The key is to stand out from the crowd with trends and forecasts. Maybe a statement on your company’s top 10 predictions for 2022? While you’re at it, consider a video of the CEO forecasting the industry future too!

3. Hop on Hot News & Holiday Trends

Sometimes, other people’s news might become your news too. Newsjacking is the practice of hopping on the coattails of current events to promote your brand. This is even more useful during the holidays as consumers are laser-focused on any news that could impact their holiday plans. Breaking news opens the door, so you can slip in with your opinion on the subject. For example, Snapchat recently announced an AR feature that can create virtual holiday stores for brands – and it’s already captured buy-in from heavy-hitters like Walmart and Coca-Cola. So, if you’re a company that deals with mixed reality, chime in with ideas on how AR could change the way we shop.

4. Package those Feel-Good Stories

Sniff out some positive, light-hearted news to share during the holidays. Corporate social responsibility stories work well here, as do pieces about local community good deeds. It is the Season of Giving after all! Back in 2010, American Express never expected their PR campaign Small Business Saturday, a promotion meant to be a holiday shopping alternative to Black Friday, to turn into an annual event in local communities across the U.S. Twelve years later, AmEx is still reaping the PR benefits, with outlets like Inc. , Yahoo! , and Forbes continuing to cover the event.

5. Don’t Forget Social Sharing

First, give your channels a holiday makeover. Your Facebook, LinkedIn and Twitter covers could use a little dazzle. Spruce them up with holiday-themed headers and profile pictures! Then, spread the holiday spirit and have fun with your posts. Announce new offers with a touch of humor. If your company has gone back to the office, take your followers behind the scenes to see how your employees are getting festive. Or, if you’re still working remotely, share a screenshot from a Zoom holiday party or mock-up a virtual holiday card! See if you can give something away to your customers as a note of thanks this holiday season. Starbucks’ holiday paper cups are a classic example – and the coffee chain has even turned this simple idea into a widely anticipated “ Red Cup Day , ” when customers can get a free, limited-edition reusable holiday cup with their drink order.

So, don’t go dark during the holidays. The holidays are actually a great time to gain media coverage and reach your target audiences. Media outlets and their readers are hungry for seasonal how-to advice, year-end wrap-ups and inspirational stories that warm their hearts. Wrap up your pitches and posts with polka dot bows and send them to your media friends. Umm, polka dots are optional.

If you would like to find out how to create buzz during the holidays, and how PR can help your business, click below to schedule a call with SKC PR.

To learn more about PR and digital marketing, follow SKC PR on LinkedIn or Facebook .

6 Hard Truths About PR

Thu, 15 Nov 2018 23:15:19 GMT

We hear you. The marketplace is brutal. Customers are fickle. Competitors are breathing down your neck. And worse, some prospects have never even heard of you! You need positive press coverage and brand awareness yesterday — there’s simply no time to wait.

We wish we could come in and magically wave a wand to get you some visibility right now. But, unfortunately, public relations doesn’t work this way. PR, like so many other business processes, rewards the companies who approach it with preparation, commitment and time.

Getting rid of misconceptions and myths — and facing these 6 hard truths about PR — will help you gain traction and take advantage of all it has to offer.

Truth #1: PR Takes Time

Effective PR takes time. Like the sales process and growing a pipeline, PR is something we can’t do one day and walk away from the next. Companies in the know start by building a solid messaging and story foundation, creating quality content and relevant news angles, and cultivating the right audiences. This takes ongoing commitment and a regular sharing of your story in a variety of interesting ways to achieve PR success. The best results come to the companies who stick with it.

Truth #2: PR Takes Strategic Thinking

Thinking strategically and solving problems is key to PR. It’s not enough to just focus on tactical execution; one very often needs to ask, “Why?” For effective (and lasting) PR, the focus needs to be on value created for the customer. What’s the best way to position and tell the company’s story so that it resonates with the media and the industry? PR is more than just convincing a journalist to run your press release.

Truth #3: PR Takes Creativity

Thinking outside-of-the-box is a job requirement for a PR person. On a daily basis, they must generate fresh byline ideas, story angles to pitch media, as well as dream up campaign ideas. The best ones develop creative campaigns that linger in peoples’ minds, pull in new customers, and reel them back. When Queensland’s tourism board wanted to attract more visitors, they offered an application for the world’s best job . They received thousands of applications to be the “Island Caretaker” of a small island in the Great Barrier Reef, where the winner would write weekly blog posts about the experience. Tourism jumped, and people kept coming to the website even after the campaign to see the blog posts. And, the creative partnership of Samsung teaming with the Academy of Motion Picture Arts and Sciences for Oscar Host Ellen DeGeneres’ selfies with the Samsung Galaxy, resulted in the “Most Retweeted Image of All Time.”

Truth #4: PR Takes Caring

For PR to work, PR needs to care. It’s important to understand the line between self-serving content and the stories journalists need. It's about delivering valuable information that is helpful to people and will move the industry forward in your own way, be it with a breakthrough product, with thought leadership, etc. There’s a tendency to put too much self-serving information out in press releases and story pitching – this includes winning awards, product updates that aren’t really product updates or data that only reflects “how great we are” or “how important we think we are.” If you provide industry-relevant, solid and interesting information to reporters, they’ll be more inclined to cover you in a way that’s more valuable and rewarding.

Truth #5: PR Takes a Different Look at ROI

Too many companies are focused on just dollars ROI. While ROI is certainly important, there are more ways to measure it than just a dollar-for-dollar immediate return. It really isn't just the bottom line when it comes to receiving the most value from public relations. PR is building your mind share and brand identity, keeping you in the spotlight, and forming incredibly valuable relationships for your company. This might seem more intangible, and less direct than a direct sale, but it helps build the sales pipeline and is essential for your company’s success.

Truth #6: PR Takes Nurturing

Many clients think that as a PR firm, we can automatically land them an interview with TechCrunch, or on NBC's Today, CNBC, or a similar national outlet. Reporters are not order takers. But, having nurtured a good relationship with these reporters and influencers, we can open doors to opportunities. And they’ll spread your message or promote you or your business, but there’s got to be something in it for them – a great story, insight into a trend, or some fascinating information that will entice their audiences and make them look good in front of their bosses. You are not buying an ad. As the jokesters say, "Advertising is what you pay for, PR is what you pray for.”

Public Relations can do wonders for a company that is ready to engage and understands the value it can provide — and what PR is and what it isn’t.

If you would like to find out how PR can help your business, click below to schedule a call with SKC PR.

To learn more about PR and digital marketing, follow SKC PR on LinkedIn or Facebook .

14 Reasons Why Companies Embrace PR

Thu, 01 Nov 2018 23:20:49 GMT

When Steve Jobs received his first big investment for Apple – $250,000 from angel investor Mark Markkula — it was meant for the development of the new Apple II product, the first major Apple product to hit the masses. However, before he started investing in new hardware, Jobs hired the best PR professional in Silicon Valley, Regis McKenna. Jobs knew before he could focus on building the products that would launch his company that he needed to have a PR plan in place.

Jobs embraced PR, and so do Richard Branson and Bill Gates. How about you? In fact, Gates once said, “If I was down to my last dollar, I’d spend it on public relations.” And these business titans aren’t alone in their fervent faith in PR. Many executives from companies feel the same.

Here are 14 reasons why:

1. Master Your Message

If you don't tell your story, others will tell it for you. Avoid negative or misleading press by presenting the best version of yourself with public relations.

2. Differentiate Yourself

With so many products and services out there now, it is far too easy for customers to get overwhelmed. Good PR programs can make you stand out from the pack. As Seth Godin says, “People do not buy goods and services. They buy relations, stories and magic.”

3. Create Buzz (and Adoration)

Do you have a product coming out? Start building that fan and customer base by influencing the influencers. Stoke that excitement with social media, bloggers, journalists, grant interviews, offer reviews and you’ll see awareness evolve to adoration.

4. Generate Leads

Good PR builds awareness and credibility and supports a lead generation system that starts at the top of the sales funnel, contributing to generating leads crucial to any marketing campaign.

5. Empower Sales

PR gives your sales team extra ammunition to increase sales success. When a customer asks why they should buy your product, your sales team can point to the myriad voices in the media, blogosphere and social media proclaiming their love for you.

6. Establish a New Market or Industry

Blazing a trail? Let people know about it! PR opens doors, so you can let your audience know that a new idea is born. Since your business is creating something people have not heard of before, getting the word out, and building public acceptance, is crucial to success.

7. Build a Community

PR pros know that interacting with an audience and creating a space where people can come together (via social media, a conference, or even an excellent website) builds a support system for a company.

8. Win Over Critics

You can’t please everybody all the time, but an influential journalist opining their positive regard for your company in a respected outlet can convince those naysayers to take another look. PR turns skeptics into believers.

9. Attract Investors/Acquirers

With all this buzz, fan base, leads, and critics-turned-promoters, you are proving to potential investors and acquirers that your company deserves their attention, and builds the case for a great ROI. PR builds buzz and boosts your credibility as a coveted and lucrative investment or acquisition target.

10. Recruit Talent

Looking to expand your team? What better way to attract top talent then catching their eye with stories of your success and vision for the future? So cultivate a reputation as one of your industry’s most sought-after employers - and you’ll attract the best talents and accelerate your growth curve.

11. Boost Company Culture

Everybody deserves a pat on the back, and public acknowledgment of your hard work is worth ten pats at least! Sharing news of your company’s achievements, such as making it into the “Top 10” list of “Best Companies to Work For” boosts morale and retention.

12. Reduce Cost

As Virgin Group founder Richard Branson says, “Publicity is absolutely critical. A good PR story is infinitely more effective than a front page ad.” Third-party endorsements (PR) rather than you tooting your own horns (advertising) always win. Additionally, outsourcing PR can save even more money by lowering the cost of building an internal team yourself.

13. Plan for Crisis

“It takes twenty years to build a reputation and five minutes to ruin it,” says billionaire Warren Buffett. A PR team can manage a crisis with a solid plan, protecting you from those terrible five minutes.

14. Build to Last

Making a positive impact on your industry – be it by breakthrough products or business models or visionary leaders – ensures that your company will endure. PR builds your legacy and helps maintain it for the future. Developing relationships with the media and establishing yourself as a thought leader are just a few methods of creating a system that will continue to benefit your business for years.

So why do companies embrace PR? In short, it's because they've learned that PR can reap large dividends. While catching and holding people’s attention may be difficult, all of the research shows that people will not buy from a brand that they do not know – Jobs, Branson and Gates knew that.

If you would like to find out how PR can help your business, click below to schedule a call with SKC.

To learn more about PR and digital marketing, follow SKC on LinkedIn or Facebook .

4 Reasons for Becoming a Thought Leader

Wed, 17 Oct 2018 23:27:42 GMT

Before the internet was everywhere, Amazon founder Jeff Bezos had a vision of selling books, then everything, online. While people were happy with cell phones that were only used to make calls, Apple Founder Steve Jobs had a vision of a phone that was much smarter. And Facebook COO Sheryl Sandberg had a vision for women in the workplace to “lean in” and take charge of their careers.

Bezos, Jobs and Sandberg…not only did they forge new paths, they were inspiring teachers and extraordinary thinkers. And they’ve made an imprint. They’re leaders that others most want to meet, learn from and emulate.

They are thought leaders.

Just telling people you are a thought leader doesn’t make you one. Thought leaders are people who have visions and strong degrees of expertise in particular subjects, topics, or issues. But more than that, they have publicly and relentlessly demonstrated their bona-fides over time by taking a stance, having a perspective, and voicing their views and opinions.

Being a thought leader takes time and effort. But by embarking on a strategic thought leadership program that integrates public relations and digital marketing, all the time and effort will be worth it, and here are 4 reasons why:

1) Become Well-Known by Those Who Matter

Imagine you are a startup and you’re trying to sell a new type of software that you believe will change how people interact with computers. Now imagine you’re the CEO well-known in this industry, speaking at events, being sought out by reporters and those seeking to learn more from you. How much easier will it be to have business opportunities come your way? Peer recommendations are still the most trusted across ages and countries , so having a foot in the door with your thought leadership is a great way to take advantage of that.

2) Build Credibility with Investors and Customers

Trust is the basis for every successful business relationship. Investors need to know the people behind the business and why they’re worth injecting their precious capital in. Customers need to overcome their skepticism before buying whatever it is you’re selling. Thought leadership is the path to both of these goals. By demonstrating your expertise through channels like contributed articles, white papers, and speaking opportunities, you build your reputation as a leader with ideas worth pursuing. This evidence to your knowledge is a crucial component to leading investors and customers to be inspired by you and to want to do business with you.

3) Shorten Sales Cycle

Thought leaders don’t have to tell the marketplace who they are, what they do and why people should do business with them. Instead, prospects seek out thought leaders. Thus, your sales cycle accelerates, and your pipeline grows dramatically. Become someone that people want to follow, and their dollars will follow as well. Your sales team will have far less work to do if prospects are coming in already knowing the product and company values from your appearances as a thought leader.

4) Build Your Legacy

This isn’t just about people wanting to do business with you. You have a unique vision for the future of your industry, and leaving a great legacy enables that vision to endure well into the future. Bill Gate's vision of a personal computer in every home was revolutionary and built a legacy that informs how we view computers today. Now technology is changing again and new visionaries, like Dr. Yue Fei and Anli He, co-founders of human-computer interaction startup uSens , who believe that one day everyone will interact seamlessly with the digital world as we do with reality, are building the legacies of the technology of the future.

So, does "thought leadership" generate meaningful business results? Absolutely! That and much more. If you’re passionate about your ideas and thinking about how to become a thought leader in your industry, but you’re not sure how to begin, let us help. Click the button below to speak with a PR professional from SKC. To learn more about thought leadership, follow us on LinkedIn .

10 Ways Inbound Marketing Can Benefit Your Company

Wed, 26 Sep 2018 23:31:26 GMT

The customer of today is no longer the customer of yesterday. With competitors offering more and customers’ expectations growing, companies are struggling to deliver their messages and gain market share. Think about it. Traditional outbound marketing—advertising, cold emails, cold calls, snail mail and trade shows—are not yielding results like they used to. So, what’s a company to do to stand out from their rivals and attract more prospects and customers?

Here’s where Inbound Marketing comes into play. Inbound marketing – a customer-centric approach to providing helpful content and experiences to meeting prospects’ needs and challenges – is a strategic and wholistic marketing practice that brings together a plethora of techniques ranging from blogs to podcasts to videos to SEO to social media, and more, to spur companies onto unprecedented growth.

Here are 10 ways Inbound Marketing, sometimes referred to as “digital marketing” or “content marketing,” can benefit your company:

1. Increases Web Traffic

Most company websites are static brochures. Inbound turns yours into a helpful resource that will have customers returning to again and again. Content offers (like e-books, white papers, reports), blog posts, and social media are all inbound marketing avenues that channel traffic to your website. By continuously producing content, your audience will keep returning to your site, thus keeping up your traffic while new traffic funnels through your channels.

2. Positions You as an Industry Expert

You won’t be telling customers what they need, rather you’ll be showing them you’re an expert they can trust to fill their needs. You’ll be a resource for customers (and others in the industry), someone they can go to when they run into difficulties. So next time a prospect has a specific need, or a reporter needs a source, everyone can point to you as the one to contact.

3. Delivers More Qualified Leads

Inbound automatically screens out unqualified leads. It zeros in on targets and then delivers content aimed directly at the target’s interests and needs. Your ideal buyers will value what you’re offering, motivating them to take a desired action—say downloading an e-book or signing up for a consultation (aka convert). And prospects will be nurtured into more qualified leads by learning from your content.

4. Saves Money

You need to use marketing dollars wisely in this shifting media climate. Companies that use inbound save more than $14 for every newly acquired customer! Much of the savings coming from the fact that 3 out of 4 inbound marketing channels cost less than any outbound channel.

5. Improves Customer Relations

All the content, data, and channels come down to one thing – the customer. Today's customers are looking for memorable experiences, not just to be a number in a queue. An inbound marketer's first thought when coming up with a campaign is "How will this help my customer?" Traditional marketing doesn’t think this way.

6. Provides a More Transparent Measure of Success

Inbound requires data gathering and analysis at every stage. So, you can identify exactly how well marketing efforts are doing—and change them if need be. With traditional marketing, like a billboard, it's difficult to know how many people saw that billboard and made a purchase because of it. With inbound, you know how many people saw a blog post (through web traffic) and how many of them took a desired action (known as conversion).

7. Builds Assets for Your Business

Producing content for inbound marketing has a side benefit — it produces assets for your sales team at the same time. You can arm sales with educational pieces like white papers and infographics. And you can compile a workable database of contacts that will let sales know exactly where the lead has been active on your website and social media.

8. Builds Lasting Brand Awareness

Today's consumers are looking for experiences. If you provide a helpful or entertaining encounter, your audience will share your content with friends and family on social media, expanding brand awareness. Red Bull achieved their ranking on the Forbes Most Powerful Brand List in 2015 through tying the #thissummer hashtag with images and videos featuring their product and logo on Instagram. They were twice as likely to be associated with the hashtag trend as any competitor.

9. Produces Exponential Results

Even looking at just one channel of inbound marketing (blogging), you’ll see the process builds upon itself, producing more and more results over time. As a rising tide floats all boats, one in ten blog posts compound (increasing their organic search over time), which leads to a boost in SEO, which leads to more customers attracted to your business!

10. Gives you the Edge on Competitors

With Inbound, you’ll benefit from almost anything your competitors do! If they run an outbound campaign like a TV ad it inspires people to search online, which then leads them to you, who has been using inbound to educate them on that topic. Since today’s consumers control what they see, an ad is more likely to inspire a search than a sale. Be that resource and you'll snag any sales from competitors who hold onto traditional outbound methods.

Inbound marketing is the answer to traditional marketing’s decline in effectiveness. A method that focuses on providing helpful, valuable experiences is one that will rise above the noise to reach a receptive audience. If you would like to learn more about inbound marketing, check out our SlideShare and breeze through everything you need to know!

5 Questions You Should Ask When Selecting a PR Agency

Fri, 31 Aug 2018 23:34:48 GMT

You've put in all the time and effort building your company. You know that your technology and brand story is a major differentiator, and that having the right PR agency partner will raise your awareness and credibility, catapult you to the next level, help get your story out, earn you positive media raves, and compel your prospects to buy from you and partner with you.

You know the timing is right to bring on board a trusted PR agency. But how do you choose the agency that’s right for you? Asking the following five questions might just get you closer to your ideal agency!

1. What is Their Track Record for Helping Companies Like Yours?

Finding a PR firm that has helped companies like yours is helpful. Look at companies that the agency has on their past and present roster. Are they from your or related industries? Are they startups or Fortune 500s? If you are an AI startup, agencies with applicable AI experience will understand your offerings and ramp up more quickly, but equally important, it means that your team will have relationships with reporters at the media outlets where you want to be featured. Treat the agency’s track record like a portfolio and prediction of how the agency will work with your company.

2. Can They Strategize? Can They Execute?

Is your agency a team of strategic thinkers that can devise the best programs that will take you to your end goal? Check! That's great, but a strategy is only one part of the equation. Mike Roach, CEO of CGI, a 31,000-person IT firm, once told an MBA class that " Strategy without execution is hallucination!" He’s right. All the strategy in the world is useless without proper execution. An agency should also be able to roll up their sleeves and do all the heavy lifting that a strategic plan requires. Be sure that in addition to knowing how to guide and position you in a crowded marketplace, the agency has the know-how and resources to get great results!

3. Do They have an Integrated Approach to PR and Marketing?

Can the agency do more than PR? In today’s digital age, a PR firm who is evolving with the times will also have an integrated approach that expands their wheelhouse. Not only should they be focused on strategy, media and blogger relations, they should also be able to comfortably create and drive content marketing such as blogs, white papers, ebooks, webinars, email marketing, social media, and more. While it's important to go to your agency to secure media coverage, you want them to be able to help draw eyeballs and prospective customers and partners via other channels too.

4. Will They be a Good Cultural Fit?

Chemistry is key! You’ll be working together day to day, so the agency should feel like an extension of the in-house team rather than an intrusive force. Be sure you understand what they stand for and that it closely aligns with your values. If you’re looking for creative ideas for your programs, look at their past work to see if it aligns with your thoughts. Do you trust them? Are they genuine? Can you see yourself having a little fun with them? No matter how smart they are or the great results they get, if you don’t like them, you won’t be working with them in six months.

5. Who Will be on My Team?

This is important: during your initial meetings with a potential PR firm, you will often meet with either the agency’s principals or a senior-level director. However, upon signing, you may find your account has been allocated to a junior-level member of the team. So, beware. This is known as the "bait and switch," which sometimes happens at big agencies. Smaller agencies, however, typically have a concentration of experienced members who run the day-to-day account work. It’s important to ascertain from the get-go who on the team would be responsible for your account, and that you feel that you can entrust your PR program to these individual team members.

Finding the right PR and marketing agency can be a challenge but asking these five questions will help you get closer to the one. If you'd like a sounding board as you consider your options, sign up for a complimentary consultation by clicking the link below. To keep up to date on SKC PR and other industry news, follow us on LinkedIn.

8 Tips for Creating Newsworthy Content

Fri, 10 Aug 2018 23:39:45 GMT

"Sorry, that's not news." Have you ever stumbled when a journalist tells you what you have to offer isn't newsworthy enough? You gulp. Here you are, with an exciting piece of news or scintillating insight, ready to strut your stuff, but they decide "it's not newsworthy" and don't give you a clue on what makes them tick.

Well, we can't generalize for all media, but in our many years of working with hundreds, if not thousands of them, we have developed a good sense of the types of news and information that companies can create and package to pique the media's interest, earn their trust, and get written up in their news stories.

Here are 8 tips for creating newsworthy content:

1. Dazzle with Facts & Figures

Journalists love hard data. And that's a fact! Shining the spotlight on facts and figures, preferably with announcements about reports that shed light on industry trends, can entice a reporter to write about your organization as part of a larger trend story or even lead them to creating news just on your content. Survey data works great. When ACUHO-I's Annual State of ResNet Report was published earlier this year, media outlets picked up the story based on the strength of the numbers and infographic provided. One outlet, Campus Technology, even used the report in not one , but two articles , drawing from various newsy aspects of the report to cover multiple angles.

2. Location, Location, Location

Readers like to know what is happening in their community, so journalists cater to those preferences by covering events and companies that are close in proximity. Of course, there are layers to regions: cities, states, countries. For international companies, announcements of expansion into new territories, like virtual reality company TPCast opening in the US drew the attention of media outlets excited about what their US foray meant for the VR industry and VR users.

3. Tie Your News to Current News

Hooking into current news is a surefire way of creating newsworthy content. Addressing not only industry trends but cultural ones make it so that journalists can include your organization in larger stories. For instance, when a trade war between China and the US began dominating the news cycle, Silicon Dragon ' s timely annual conference in Pasadena addressed how the trade war affected the entertainment and technology industries. Reporters jumped at the chance to interview industry insiders, boosting the attendance and reach of the conference, generating a multitude of online, print and broadcast stories .

4. Be the New Kid on the Block

New products, new technology, new company! Breaking news on something brand new from your company can make news. The world keeps turning and journalists want something novel to write about. Introduce something new into the world, like uSens ' revolutionary hand tracking for augmented reality for smartphones. For the first time, users can grab virtual objects with their hands. uSens technology became synonymous with this new solution , so much so that it was even mentioned in articles about their competitors .

5. Stake Your Claim

Are you the first, best, fastest, largest player in your industry? Let everyone know! If you can stake a claim on a strong differentiator about your product, leverage that adjective in your pitch. Journalists love to catch a scoop about companies at the top of their game, like ROOBO. When the robotics company debuted the first intelligent pet robot to the world, outlets like TechCrunch and CNBC jumped at the chance to showcase it. Stressing the word "first" attracted those outlets, who might otherwise have passed on a young startup.

6. Celebrity Closeups

What do Jessica Alba and Elon Musk have in common? They're both star entrepreneurs whose star power propels their companies (The Honest Company and Tesla) into the limelight. Trading on your CEO's celebrity credentials is a great way to showcase how newsworthy your company is. The name gets you in the door, so you can expand on why you belong in the room. Even if your CEO or founder isn't a "celebrity" in the traditional sense of the word, having a track record as a serial entrepreneur, executive, or investor at successful companies provides great fodder and credibility in the eyes of the media.

7. Proud to be an Underdog

We must never forget that people love a good story, and the underdog story is a favorite. If you don't have a big name propelling you into the spotlight, use what you do have. Be the David to the tech Goliaths, like TrustGo did in the crowded mobile security market. They were a fledgling startup, but by trusting in the strength of their message of taking on larger companies and problems, TrustGo gained tremendous positive press coverage!

8. Make an Impact

One question to ask to determine if your news is newsworthy, is, "Who and how many people does it affect?" The more lives your content touches in your world, the more likely it will end up published as news. When Apogee CTO Rajiv Shenoy spoke about how IoT devices were starting to change college campuses, Business Officer listened and used his insights for their 2018 July/August cover page story . His expertise was considered newsworthy due to how significant it was to their readers and the larger tapestry of strategic campus technology. TPCast also makes a huge impact as virtual reality headset users are now finally able to freely roam without tripping over wires. Such a breakthrough guaranteed them media and industry attention and led to coveted coverage in top-tier tech publications like TechCrunch .

Now that you've seen how other companies make news, it's time for you to get out there and make some noise too!

5 Tips for Getting into Holiday Gift Guides

Wed, 25 Jul 2018 23:43:57 GMT

It's summer! While some of us are dipping our toes into warm sand on a sunny beach, did you know that magazine editors are already thinking of gifts under a Christmas tree? While it feels like the holidays are coming sooner every year, companies know that an early start to marketing their products is crucial for holiday sales. The National Retail Federation reported that winter holiday sales topped almost $700 billion in 2017 , and a good chunk of that money was spent on products recommended in holiday gift guides - targeted lists of top products curated by journalists.

For companies looking to sell toy robots, fun gadgets, and Barbie drones, inclusion in gift guides is likely some of the most valuable coverage you can get. Many major magazines, like Wired and Entrepreneur, are already mapping out their guides, with blogs and news websites following in their wake. You could wait until holiday carols are playing non-stop on the radio to pitch, (last-minute gift guides accept until the week before), but then you might miss out on some great opportunities.

To prepare for the 2018 winter holiday season, here are five tips for getting into holiday gift guides:

1. Sniff Out Who to Contact

Finding the exact editor in charge of holiday gift guides can be a bit tricky, as they change all the time. A few of the largest daily newspapers and many smaller blogs will have the same person reviewing products for gift guides, but for many editors, it’s a one-time job. Your PR partner and tools like Cision have updated databases and lists of potential contacts so when you're building out your media list be sure to reach out so you know that you're contacting the right person. Sending your pitch and product to an editor who no longer in charge means you could miss your shot as your pitch gets lost in the shuffle.

2. Expand Your Target Media

Every year, too close to Christmas, in homes around the globe, a similar situation plays out. Many a desperate father, mother, aunty or spouse, reads a magazine and buys a never-heard-of product from an article titled “20 Gifts for the Techie in Your Life” to put under the Christmas tree. What a baby boomer reads is often different from what a Gen-Xer or Gen-Z child prefers. What this means is, instead of clamoring to get into just your usual coveted BusinessWeek or TechCrunch, consider going after other outlets like Real Simple or Redbook or other fun and influential blogs that might bring you that extra bonanza of new buyers!

3. Stay Timely and Respect Deadlines

Timing is everything in PR, and that concept is never more prevalent than in holiday gift guides. With sales for Christmas decorations coming at the same time as Halloween costumes, planning and pitching for holiday gift guides needs to happen mid- to late summer. You need to anticipate when your audience is going to look for gifts and provide the answer far in advance. Blogs and other digital publications can provide a little wiggle room with deadlines a week before posting in early December, but your big consumer magazines and newspapers often have lead-times six months in advance or more. With such essential publication dates, journalist deadlines are also tight. Respect any deadlines in editorial calendars, and you’ll be giving them the greatest gift of all -- respect.

4. Get Face to Face

Press events like Pepcom's Holiday Spectacular are great opportunities to get in front of a large group of media looking for gift guide ideas. The press has a chance to experience your product first hand, and you have a chance to bypass a full inbox and charm your way into a gift guide in person. These events come later in the year, typically late September through October, which gives you some time to try out your pitch and score a second chance with outlets that missed your first round of emails. They are also time-efficient since one day can net hundreds of interactions with interested media.

5. Remember that Opportunities Abound

Yes, we have to address the white elephant in the room...there is a chance that a gift guide will decline to include your product. But that doesn’t mean that they don’t like it! Your product might not fit the current list, but gift guides have expanded past the winter holidays. If you miss Christmas, try for Back to School, Valentine’s Day, Mother’s Day, or Father’s Day. Any gift giving holiday (and a few that aren’t) can be an opportunity. Being open to a different gift guide not only gives you another way in, but it also proves to the journalist making the lists that you would like to continue your relationship.

To up your game for your holiday gift guide pitching, click below to schedule a complimentary half-hour call with a proven SKC PR pro.

The 8 Must-Haves of a Great Media Pitch

Sat, 21 Jul 2018 23:56:45 GMT

Great media coverage starts with a great email pitch. It introduces and excites the journalist to various facets of your company -- be it your products, your founders, your unique proposition for a changing industry, your customer successes and/or your insights or predictions about the future. A pitch needs to be short and sweet, informative but not overwhelming, but what does it actually look like? For our post today, we've whipped up an imaginary pitch to aid our discussion, and broken it down into the 8 must-haves of a great media pitch:

1. Make Them Feel Special

When it comes to pitching, personalization comes in two parts. First, while it may save time to list all your contacts in bcc and send one email, journalists find mass email blasts to be impersonal and often delete such emails without even looking at them. Avoid the bcc line and you'll avoid the spam folder. Second, make sure you use the name of the contact you are trying to reach. A vague "To whom it may concern" or (heaven forbid) the wrong name tells a contact that you haven't put in the time or effort to get to know who you're emailing. Let them know that you care by taking the time to personalize your email.

2. Grab their Attention with Punchy Subject Line

A great pitch doesn't work so well if it's never opened, which makes your subject line the most important part of your email. Some journalists will ask for specific formats or information like "PRESS RELEASE" in the subject line, but most are happy with a punchy, informative headline. Offer them a reason to open your pitch or tease some information that will have them asking for more.

3. Establish Credibility Upfront

You want to establish your credentials as soon as possible so that whoever opens your pitch knows you mean business. The best way to do that is to leverage your founder's or customer's stories. Add a line about your founder's previous achievements or one about how much your customers love your product. This boosts your credibility, as well as providing another talking point to your contact.

4. Get Your Point Across

A pitch is just your opening line, so don't try to overwhelm them with your fantastic messages all at once. Keep your pitch as short and simple as possible, but don't leave too much out! A great way to do this is with bullet points. Not only is it visually appealing, a bulleted list condenses all of your talking points without feeling long-winded.

5. Hook them in with Relevant News

Unless you are pitching for a straight review, you'll have to tie your company news into a more general trend. While every CEO's dream is to have a feature length article all about your company and product, journalists are always looking for a "why" for their stories. Take control of your angle by giving them a "why" in your pitch, whether it's discussing a trend or referencing the journalist's past coverage. That way you can shoot for the moon-sized company feature, and even if you miss you'll land in the stars of a industry-focused article. Besides, having your name included in an article about your industry shows your audience that you are prominent in your field.

6. Add Value to Your Pitch

Once you've caught their attention with references to trends and a list of all of your best features, it's time to woo writers with additional offers. Offering a demo, adding a link to a media kit or pasting a press release into your pitch adds value by giving a contact something they can look at and potentially use right away. Visuals, like a video, are even better. Life is fast-paced nowadays, and some contacts might be interested but not have the time for an extended email exchange. Cut to the chase by showing them how you can be an asset.

7. Always Include Call-to-Action

Pitching is all about opening lines of communication, so be clear about what you expect from your contact. Finish your pitch with an unambiguous call-to-action. Let them know that you are able to connect them to a source or politely ask for coverage consideration. You'll never know what people are willing to do unless you ask. Even a simple "Look forward to hearing from you," can prompt the idea that a response is expected.

8. Always Say Thank You

It never hurts to be polite. If your contact has reached the bottom of your email pitch, they've picked your pitch out of the hundreds in their inbox. Thank them for their time and for the start of a new relationship.

Crafting the perfect pitch takes time and effort, but once you understand the basics, you're well on your way to PR success. To talk to SKC about crafting the perfect pitch, click the button below to schedule a complimentary consultation.

5 Ways to Turn Publicity Into Profits

Fri, 20 Jul 2018 23:51:40 GMT

It is remarkable how publicity -- high-profile media coverage, speaking opportunities, and awards --- leads to bigger share of mind, and a bigger piece of the market. Public relations builds buzz and triggers people to talk about you in ways that you can never buy through advertising. But once you get the publicity, how do you really make money from it?

Here are 5 ways to turn publicity into profits:

1. Shout it on Your Turf

Your company and insightful quotes from your CTO have just been included in a cover story in your most coveted industry media outlet -- one all your prospective customers read. Wait. They have given you an award too! Besides popping the champagne and doing the victory dance with your colleagues, what else should you do? Well, let's make sure you shout it! Broadcast it to everyone at the office, frame the media coverage, decorate your lobby with plaques and awards, bind the stories into books, and display them prominently -- lobbies, conference rooms, and office walls. Open your treasure chest and let your credentials shine loud and clear.

2. Share With the World

The company that can effectively articulate their achievements to the larger world can significantly influence potential clients, partners, and investors. First thing: share it on social media. Then package your latest awards or media coverage in everything as innocuous as your email signatures, websites, and social media profiles, to more elaborate marketing brochures, newsletters, email campaigns, press releases and advertisements. Going to a conference? Print a large copy to showcase at your booth! And have reprints, lots of them, ready to hand out. When effectively executed, you can reach thousands of people in a relatively short time. Don't give them excuses to avoid you, give them reasons to come knocking on your door!

3. Do PR/Marketing Like Clockwork

Day after day, rain or shine, whatever marketing tool you decide to take on, do it like clockwork. When you send out a newsletter, send it regularly. When you have great media coverage, share it regularly. When you have a content marketing and PR program, execute regularly. Nothing builds trust like frequency and consistency.

4. Arm Your Sales Team

Make sure your sales team can not just sell, but inspire! Equip them with all the tools, materials, and success stories they can use to project the best possible image for your company. Re-purpose all your publicity, third-party endorsements, awards, and customer success stories for the purpose of sharing knowledge, building customer trust and business. Handing a CFO a magazine with you cited as the "expert" is more credibility-building than any advertisement you could have bought in the same outlet.

5. All the Way to the Bank

Once you've established your company as a powerhouse, prepare for site traffic to spike, your phones to ring and your in-boxes to fill up. People are going to ask to meet, invest in, work for, partner with, and buy from you. Embrace every opportunity and watch your publicity turn to profits aplenty!

Click below to schedule a free consultation to learn how to leverage the opportunity of great publicity.

5 Reasons Why Companies Outsource PR & Marketing

Mon, 11 Jun 2018 23:59:39 GMT

When you're running a company, trying to handle PR and marketing on top of everything else can be overwhelming. Sure, you know how important reaching out to your audience is, but between product launches, fundraising, sales prospecting, hiring, team building and the myriad of other things on your plate, the time just never appears. As much as you hate to admit it...you're not Superman or Wonderwoman.

We're here to tell you it's okay.

Great leaders know when to ask for help and how to delegate. So stop trying to grow that third shoulder to carry the weight of your company's marketing needs and instead share that load with a PR partner who knows what they're doing.

Here are 5 reasons why you should outsource your PR and marketing:

1. Delegate to Focus

Successful execution of your company's PR/marketing program is no side job. It's demanding work to be planning, strategizing, messaging, shelling out press releases, writing blog posts, case studies, social media, white papers, conducting media pitching and more. If it's not your only priority or even your area of expertise, it can weigh heavily upon your shoulders. Having a partner dedicated to this frees you up so you can focus on your mission-critical tasks.

2. Leverage Your Strengths, and Your Partner's

You know what you're good at. Maybe it's creating the next breakthrough in augmented reality, or a tennis AI wearable that catapults amateurs and helps them play like pros. So focus on your strengths and have your PR partner focus on theirs. Savvy PR pros know what makes news and how you fit in the news cycle. They're good writers, and they know media like the back of their hands. They'll take all the cool things your company does and turn them into marketing gold. Maybe it's a press release about your world's first product or a case study that shows off your company's problem-solving skills and cost-savings for customers, but having their laser focus will help you drive more prospective customers your way.

3. The Right Tools for the Job

An all-too-common dilemma: you want to get the job done, but you just don't have the right tools. Maybe you're missing that screwdriver, or you're using a fork to cut through a steak. When it comes to PR and marketing, your agency partner will have what you need. From tools like media database software Cision to VIP partnerships with wire services like Business Wire and marketing automation software Hubspot , they leverage these technology partnerships to elevate your efforts.

4. Fast, aren't They?

Speed is essential in this fast-paced world of ours. A few hours can spell the difference between being the first to market or having to play catch-up to a competitor in every media article. A well-oiled PR team knows how to get a thing or two done in good time, whether it's setting up a press-conference or coordinating with the media, and they know that timely deliverables are key to your success.

5. And Skilled as Well!

By partnering with an agency, you tap on not just one professional, but often a team of veterans who have spent years honing their craft, cultivating relationships with media and industry partners to bring you heightened expertise that can help differentiate you in the marketplace, open doors more speedily for you, and build your thought leadership, reputation and mindshare. Whether it's a sensibility of how to get to yes with your coveted media, or writing chops and pitching skills that you may not be as well-versed in, have faith that they do.

Power is in the eye of the beholder, and no matter what size your company is, you can still pack a punch! So if you're feeling overwhelmed trying to cover all your bases, maybe it's time to partner with an agency that will take the weight off of your shoulders and allow you to get back to the business of running your business. Click the button below to schedule a complimentary call with an SKC pro to discuss how outsourcing PR can help you achieve your goals.

4 Foolproof Content Ideas

Fri, 11 May 2018 21:54:05 GMT

Building 365, or even 182, days of content can test the most creative and best writers among us. Sometimes, it might feel like no matter what you do, you can't fill the blank spaces on the calendar fast enough. Fret not. Here are some tips to create timely content for your blog, newsletters, contributed articles, infographics, white papers, etc.

1. Celebrate the Holidays!

With built-in themes and dates, holidays are fantastic sources of content inspiration. Centering your content around the anticipated needs of your prospective customers, like including some of your fun gadgets as gift ideas for Mother's Day, is a great way to build content in advance. Some image creators, like Canva , even have holiday templates months ahead of time that you can use for stress-free planning. No big holidays coming up? Look for other opportunities. If you're a security company, you can have a field day with National Cyber Security Awareness Month.

2. Be a Teacher

Notice any of your customers asking the same question over and over? Take it as a learning opportunity and write a blog post or white paper on the subject. Your customers will appreciate both the information and that you listened to them, while you can appreciate the free nudge in the right direction. You can even preemptively answer questions by planning out "lessons" on any new product or service.

3. Be a Thought Leader

The business world moves fast. The more you build yourself and your company as the go-to expert, the more you boost your credibility and mindshare, and the higher you fan your prospective customers' interest in doing business with you. Sharing your perspectives and advice in high-profile media outlets is a foolproof way to become a thought leader. Apogee's Executive Vice President, Matt Loecke, recently provided sound insights and practical tips on collaboration for higher ed administrators in a respected news site, eCampusNews . So, keep your finger on the pulse with news alerts and inspiration for your next contributed article. A content-hungry editor might just happily accept and publish it!

4. Be a Storyteller

Everyone loves a good story. When it comes to content, customers are some of your most significant sources. Their success stories will inspire others who might be going through similar challenges your customers have solved and have emerged stronger with your help. Ask your clients or customers how they've benefited from your partnership and they'll likely have lots of valuable things to say that you can use in testimonials and case studies. Positive third-party experience builds credibility as well because they are seen as impartial advocates for your brand.

Coming up with new and exciting content is not as difficult as it seems! There are sources of inspiration everywhere. So if you're feeling stuck, just remember these four tips. If you'd like to discuss how content marketing can elevate your business, click the button below to sign up for a free consultation.

8 Content Types to Boost Your Digital Marketing

Sat, 21 Apr 2018 22:11:44 GMT

Content is the main ingredient when you’re cooking up a luscious digital marketing strategy. Just like how a chef works with different ingredients, a content creator works with varying types of content to entice their audience.

Here are 8 types of content to boost your digital marketing:

1. Publish a Hearty Blog

Short for “weblog,” blogs function both as a type of content and a channel to publish that content. This makes your company blog an excellent hub for all of your other content. As a channel, a blog is a homemade meal to social media's restaurant. Preparing all of your ingredients seems like a hassle at first, but you get to decide how your blog looks, feels, and tastes to give it a personal touch that serves you and your audience.

2. Send a Sweet Treat E-Newsletter to their Inbox

We've talked before about how newsletters can grow your business, but it's also a great piece of a digital marketing strategy. When paired with other content, like a review of your month's blog posts or promoting your latest e-book, personalized newsletters make for a compelling one-two punch. Newsletters are a place where you can talk directly to one customer instead of having to feed an audience. This makes them intensely personal and a great way to connect.

3. Write a Savory White Paper on Vital Issues

For those customers who want a more in-depth look at your product or service, a white paper can both explain complex topics and position you as a thought leader. White papers work for an audience that is just starting to get interested in your product or service but doesn't quite know how it will fit into their life. Entice them with expert knowledge in an easy-to-digest format, and they'll be lining up around the block to try your dish, er, business.

4. Use Articles to Add Texture

Articles are a flexible medium that a PR pro can help place in targeted publications. Contributed articles are an opportunity for your business to address issues, trends, concerns, and the topics that your target audience is talking about. The right PR partner will know the best outlets to publish your articles so you build your credibility and thought leadership in the eyes on self-selected readers.

5. Give More to Chew on with an E-book

More in-depth than a white paper, an e-book can explain multiple topics and provide an excellent incentive for your lead-gen machine . A key point of digital marketing strategy is offering content of value to potential leads to gain their information and trust. Dedicated e-books provide a lot of that value to your audience, and can be from re-purposed content, like white papers and blog posts!

6. Spice Things Up with a Zesty Case Study

Add a dash of story to the first-person authority of a testimonial, and you've got a case study that builds trust and credibility. The simple three-stage format of a case study (challenge, solution, results) is a compact piece of relatable content that a customer can consume. It lets them see and imagine what you can do for them. The best part is that you can post case studies on your blog, website, direct mail, press kits, even give out as sales handouts.

7. Garnish your strategy with Videos

A Microsoft study found that humans now have a shorter attention span than a goldfish, which lasts about eight seconds! Thanks to platforms like TikTok, YouTube Shorts, and Instagram Reels, Bite-size or micro-videos spread information in easily digestible chunks. Bite-size videos are also perfect for sharing among people for a wide reach.

8. Save a Place at the Table for Press Releases

A classic piece of content, a proper press release will never go out of style. Like a good soup stock, press releases can form the base for other types of content (inspiring a blog post) and deliver others (letting people know about a new white paper). Don't be afraid to be creative with your story while providing the facts. Just because it's news doesn't mean it has to be boring.

A healthy digital marketing menu has a variety of content that play off each other in order to drive lead generation. Click below to talk to one of our PR pros today about which types of content work for you.

5 Signs that PR is Meant for You

Wed, 11 Apr 2018 22:15:08 GMT

A wise old woman once said, "There is more to life then meets the eye, including the success of your business. If fame and fortune are what you seek, then perhaps it would be wise to look to the lunar calendar."

Before you consult your friendly neighborhood fengshui master, the answers to a prosperous year may be found in the Chinese zodiac animals of public relations.

Here are five signs that PR is meant for you:

1. When You're Out & About, But Nobody Knows You

Industry trade shows are high-powered affairs where major players are conveniently located under one roof. So you mingle with a mission. But without any buzz about your company, you will most likely be dismissed with the networking kiss of death. "Oh...hum...what's the name of your company again?" These words strike you in the heart as your potential client nods, smiles, and walks away. If you are crying inside because you were branded a "nobody" among your peers, this, my friend, is a sign. Our zodiac advisor says it's time to summon the PR DOG, the best friend of man as well as the best friend of business.

2. When Undeserving Competitors Have Too Much Press Coverage

Your competitor is the apple of the media's eye. They are reaping massive fortunes for a mediocre product and you are scraping by with an extraordinary one. What's wrong with this picture? If you find your eyes glowing green with envy while you shiver in the cold shadow of your competitor's bland product, then this, my friend, is a sign. The zodiac advisor says, summon the PR MONKEY. Like a monkey swinging in the vines to go where he pleases, PR will swing you into the spotlight you need and deserve.

3. When You Have a Great Story But Don't Know Where To Start

Once upon a time, there was a great company in a land not too far away. They had a great product -- highly effective and beautifully designed. But nobody knew about it. It remained locked in the dungeon of R&D, never to be rescued. Meanwhile, all the customers in the land sought after the bland product of the company in the tower next door. If you are about to label this story a tragedy and close it with "The End", then this, my friend, is a sign. The zodiac advisor says, summon the PR ROOSTER. As the rooster awakens the sleepy at dawn, PR will awaken your customers to take notice and buy.

4. When You Have a Bare Bones Marketing Budget

"Alms, alms, alms for the poor!" Okay, okay, so you are not exactly begging with a tin cup outside your CEO's door, but you get the idea. As the humble marketing exec, the problem is clear. The price tag of a print or TV commercial is high and the number typed next to "total budget" is low. Nevertheless, regardless of the math, you've got to sell your product or service. If you're trying to make the most of a limited budget, then this, my friend, is a sign. The zodiac advisor says, summon the PR HORSE. As the horse gallops to the forefront, PR helps boost industry mind share and market share at a fraction of the price of advertising.

5. When Your Cold Calls are Frozen Out

"Hello" and "Goodbye" make a beautiful phone pitch. However, if those two words sum up your entire phone call, then it's no wonder you're feeling that chilly draft. No one ever said that cold calling would be easy, but maybe it's not your voice that is turning people off. Perhaps, it is the anonymity of your company. If potential customers associate your company with those annoying telemarketers rather than the fabulous company that you are, then this, my friend, is a sign. The zodiac advisor says, summon the PR DRAGON. As the dragon breathes fire at all who crosses its path, PR will defrost even the most difficult customers as it places you on the industry "A" list.

So light your candles, burn your incense, shake your magic eight ball and concentrate. Look at your company and look at the signs. The planets have come into perfect alignment with the stars and it may be apparent that you need to call upon the dog, monkey, rooster, horse, and dragon elements of PR to help you succeed!

Click the button below to schedule your complimentary consultation with SKC's professionals today.

5 Ways To Build Trust

Tue, 20 Mar 2018 22:28:59 GMT

Face it—without trust, nothing gets accomplished. Prospective customers, partners, investors must first be convinced of the credibility of your company and products before they will sign on the dotted line. Wouldn’t it be great if they already know about your company and track record and seek you out even before you approach them? This happens when you build credibility for your organization and it becomes a trusted brand. But how do we build trust?

Here are Five Ways to Build Trust:

1. Get Ink in the Media

News sites, industry magazines, newspapers, selective blogs and other media are credible independent outlets that regularly mention companies and quote executives in their stories. When you’re quoted in the media, your credibility is enhanced, and your prospects’ trust in you deepens.

2. Speak Publicly

Whether at an industry conference or at a chamber of commerce luncheon, speaking publicly enhances the audiences’ perception that you are the “expert” and helps build your stature and reputation in the marketplace.

3. Get Customer Testimonials

A happy customer is a good customer. A happy customer willing to share the results they have reaped from your labor and products is even better. The ability to win over customers to share their success stories is critical to building trust as well.

4. Win Awards

Many awards given out to companies and executives for best products, services and outstanding achievement. These are important accolades that speak volumes about you to future customers, partners, investors and employees.

5. Keep Your Promises

Above all else, deliver on everything you have written about, spoken about and won awards on. Nothing destroys credibility like broken promises.

Winning the trust and confidence of your stakeholders will guarantee that you have a company that is built on trust, and built to last. For a complimentary consultation on how you can build trust, click the button below and sign up to get in touch with one of SKC's experienced consultants.

6 Ways PR Can Help Your Company

Tue, 06 Mar 2018 22:34:51 GMT

A common dilemma: You have a growing company, great products and services, happy customers and a knowledgeable CEO. But no one knows who you are. Thankfully, a strategic, focused public relations program can change that. Many companies have relied on proven PR strategies to raise awareness, build industry presence and even bolster sales. You can too.

Here Are 6 Ways PR Can Help Your Company:

1. PR Positions Company

Ever get the question, "What does your company actually do?" Are you inundating prospects with confusing messages? A PR program can craft direct and memorable messages that can effectively position and differentiate you from rivals. It also positions the company and CEO as the "go-to" source for industry trends and news.

2. PR Increases Awareness

Once you establish your company messages, it's time to tell the world. Credible messages conveyed to third parties such as the media, analysts, bloggers and influencers guarantee mass outreach to many eyeballs in your target groups. Every story and every independent remark builds public awareness for you.

3. PR Builds Credibility

The power of the press provides greater validation then any direct marketing or advertising campaign can provide. Adopting an ongoing PR program with regular PR elements such as customized media pitching and coverage, press releases, editorial calendar programs, speaking/award opportunities, contributed articles, and customer success studies alongside independent third party endorsements, means you’ll leverage multiple channels to get the right messages out to the right audiences. Awareness leads to trust and credibility, which is exemplified by consistency.

4. PR Helps Create Thought Leaders

Whether it's a new business model, or a different ideological perspective, vision can drive an existing industry or spawn new ones. By using a knowledgeable and articulate CEO, your company has the power to shape ideas, influence buying habits, form partnerships and nurture innovation. And the better known your CEO is, the better known your company will be.

5. PR Strengthens Your Marketing Overall

You might be thinking, I'm already doing marketing, like email, social media, blogging, content marketing, even advertisements, surely that's enough? Well, doing PR completes and complements your overall marketing more than these disparate activities can accomplish by themselves. In short, most marketing activities involve you tooting your own horn. But with effective PR, third parties like media, bloggers and analysts are tooting your horn for you! Therefore an integrated marketing program, including PR, packs a lot of punch.

6. PR Bolsters Sales

How many times have you read a great media review about a new movie and thought to yourself, "I'm buying a ticket to watch that!" That my friend, is the power of PR. And we're not just talking about movies. Our clients have had their products, services, CEO and customer success stories written about and published in influential news sites and analyst reports. And this has led to significant awareness and credibility boosts, and sometimes, sales queries from prospects.

Getting ahead means working smarter, not harder. Like the missing piece of the puzzle, an effective PR program will complete your current marketing efforts and unlock its full potential. If you'd like to chat more on how PR can help your company, sign up below for a complimentary consultation with SKC.

4 Essentials of an Effective Marketing Email

Thu, 22 Feb 2018 22:39:22 GMT

Email, a major pillar of any savvy company's marketing strategy , is the only channel where we have full control of our messages, design, and distribution. Plus, the ROI and conversion rates are consistently higher than other marketing tools.

So what makes a marketing email effective? Is there a secret formula that can help produce consistently great emails? There is!

AIDA is one of the longest serving models in marketing, commonly attributed to American advertising advocate Elias St. Elmo Lewis. Time tested, AIDA is a foolproof method of creating effective marketing emails with four essential elements. In fact, once you understand AIDA, you’ll start seeing it in every piece of marketing content that makes you say, “I need to buy that!”

1. Attention - Catch the Eye with A Killer Subject Line

Attention spans are shortening and you may only have seconds to attract a customer as they scroll through their inbox. So that attention-grabbing subject line is your essential foot in the door. Those few words will have to get your customer to read the first sentence of your email, which will lead to the next and the next. Peak their curiosity and self-interest with the promise of a benefit to them.

2. Interest - Why Should Your Reader Care

Now that you have their attention, the first paragraph of your email body should explain why your reader should care about what you are saying. Identify their pain points and make a promise to address them. Here is where the logos (or logic) of your message comes into play. If your customer is frustrated with the WiFi on their college campus, promise to share how they can improve it, as Apogee did.

3. Desire - HelpThem Imagine the Benefits

Once you have laid out the If/Then logical part of your message, don’t forget to include the pathos (emotional) appeal. Help your customer visualize what their life will be like with your product or solution. Bring out the emotional resonance by pointing out what your reader will feel once they overcome their pain points. Because emails read like a one-on-one conversation between customer and business, you can tailor your message to bring out the personal desires of your readers.

4. Action - Tell Them Exactly What To Do

Getting your readers in a favorable frame of mind is great, but you must direct all that energy. A clear call-to-action should always close your marketing emails. Let your reader know what their next step should be, and don’t forget to explain in great detail what that step entails. It could be as low stakes as checking out your website, or as high as buying your product or service. Just be sure that you finish your email with an actionable item for your reader to act on. You spent so much time getting them excited about your business, make sure that excitement transforms your readers from strangers to allies, partners and customers!

Attention. Interest. Desire. Action. AIDA encompasses all four parts of an effective marketing email that will drive your business. If you would like to learn more about how email can assist your digital marketing and PR goals, sign up below for a complimentary consultation with SKC’s experienced consultants.

5 Ways to Build Reputation

Thu, 08 Feb 2018 22:42:36 GMT

What separates the haves from the have-nots in the business world? The simple answer is "reputation," an intangible that fortunately isn't unattainable. Chances are you already have most of the components to build your company's identity and reputation. One thing is for sure, no matter how good your product or service, you don't stand a chance in the business world without a solid reputation.

Here Are Five Ways To Build Reputation:

1. Know Thyself

Laser-focus on the niche that gives your company its competitive advantage. Knowing where you stand in the competitive landscape is the first step to developing your company's key messages and a larger strategy for building your company's identity and reputation.

2. Know Your Customers

Don't just know them, love them! Extreme customer care, attention and follow-up deepen their trust in you. Monitoring social media to interact with your customers pulls down the barrier between you and your customers. It generates more repeat business, more testimonials and referrals, and eventually cements your credibility and reputation.

3. Celebrate Success in the Media

Just won a big contract? Promoted a vice president? Carved out an industry niche and established thought leadership validated by analysts? It's time to celebrate, not just among colleagues, but announce it to the media and your customers! Your company's accomplishments chronicled over time in newspapers, magazines, and your various social media channels build an undeniable track record and an enviable persona for all to see.

4. Create a Corporate Culture

Every employee that walks through your front door is a walking billboard, a company "ambassador." Treat them well, and foster a nurturing and high quality work environment. Ultimately, their collective attitudes and job performances will make or break your company.

5. Give Back, Give Back

The mark of a truly reputable, successful company is one who not just rakes in the profits, but one who makes a positive impact on the larger community it serves. Successful companies participate in noble causes, bringing smiles to their larger communities, and building positive impressions that ripple and last.

A solid reputation can give your business a leg-up in your industry. Click below for a free consultation session on building your reputation.

5 Tips for Connecting with Your Audience

Thu, 25 Jan 2018 22:50:07 GMT

Lights...camera...action! The research is done; the presentation complete; the audience assembled; now it's your turn to take the spotlight. You might be thinking, I'm ready, now I just need to connect with the audience. Whether you're talking one-on-one with a reporter, hosting a webinar, or giving a keynote speech at an industry event, what can you do to boost your confidence and wow your audience?

Here are 5 tips for connecting with your audience:

1. Custom Fit like a Glove

"One size fits all" is nice in theory, but it's not very realistic. Before you print that PowerPoint, understand what your audience is looking for. What information are they expecting you to provide? What are they hungry to learn? Should you use industry jargon or avoid it altogether? Tailor your messages, your tone, even your delivery style to fit each audience. Taking time to customize your presentation can mean the difference between making a connection and getting a cold reception.

2. Live and Breathe Your Message

Breathing life into your presentation begins with knowing the core messages you are there to deliver. Be it a personal triumph or a corporate pitch, successful presenters stay on message because they know the message inside and out. Take the time to memorize the key messages and supporting proof points so that you can focus on your delivery, instead of the content.

3. Show, Don't Tell

"A funny thing happened on the way to the forum..." Begin or end your presentation with a story that illustrates the key messages. The best way to connect with your audience is to speak to them, not at them. Be expressive, help your audience get as excited about the topic as you are. Choose lively, colorful, and descriptive words that speak to the five senses or convey emotion. Use sentences that describe your presentation's core concepts in a visual way.

4. The Rules of Engagement

Interact with your audience, get them to think, to laugh, to feel. Create your presentation so that you can engage them in the material. Develop your script to include moments of audience participation - be it a simple show of hands, a role play, or a Q&A session at the end. You'll never know if you've made a connection unless you give your audience a chance to connect.

5. Like a Scout, Always be Prepared

Having a fresh set of eyes on your presentation can spot any stumbling blocks. Click below for free consultation session to prepare for your future audience.

4 Reasons Why Email Bolsters Your Marketing Strategy

Thu, 11 Jan 2018 22:54:24 GMT

You have considered every angle of your PR launch . You've double-checked that you have every message a company needs . And you've planned for every stage of maturing your online presence . Yet you are still not getting the web traffic you thought you'd get.

With today's over saturation of competing media, it can be hard to stand out among the noise. So if people won't come themselves, you will have to get them to come. And the best way to grow traffic is email. The ROI figures alone prove it: every $1 spent on email marketing nets an average return of $38!

Here are 4 reasons email marketing can bring you the traffic you want:

1. You Have Full Control

Aside from your website, email is the only channel of communication that you have total control over. Social media might go viral or languish in your follower's feeds. Digital ads are controlled by obscure algorithms that change all the time. These channels are still important to your overall plan, but with email you have total control over who sees your message, when they see it, how it looks, and a guaranteed interest.

2. Everyone uses Email

Email is hands down the easiest way to keep in touch with your audience. Email is used worldwide, with a predicted 3 billion people keeping in touch by 2020. If you're doing business in the developed world, chances are your customers are using email. And of those billions of users, 72% prefer email as their source of business communication. Email is essential to how consumers learn about your business and make purchasing decisions.

3. Personalized Emails Attract Customers

Selling a product or service? 81% of shoppers are more likely to make additional purchases after receiving personalized emails. People prefer email as a communication channel for commercial messages. It establishes a deeper connection to your business, which in turn makes the gateway to your website more personal. Since they have already subscribed to your email list by making a purchase, signing up for your newsletter , or subscribing to your company blog, they have made it clear that they are interested in your business.

4. Easy, Fast, Affordable

At the beginning of this post, we talked about how the ROI on email marketing is fantastic. It's easier to achieve those numbers then you'd think. Affordable tools like Hubspot , ConstantContact , MailChimp , and Convertkit (for those with WordPress), make every aspect of email marketing a breeze. From list-building, to design, to distribution, these tools make the essential act of emailing your latest newsletter or company updates simple.

While it seems like a simple tool, email is highly effective and crucial to a comprehensive digital marketing program. Click below to schedule a complimentary consultation with SKC to discuss how email marketing can work for your business.

5 Reasons for Tapping into a PR & Marketing Agency in 2018

Tue, 26 Dec 2017 22:56:39 GMT

With 2017 drawing to a close, you reflect on the milestones crossed and goals achieved. You also plan your marketing and PR goals for 2018. Does your company need greater brand recognition? Do your executives need more exposure to influencers and decision makers? Are your products, services, or spokespeople appearing in news sites that can bolster your sales efforts? Are you challenged by how to meet these goals without adding head count? Finding support in a PR/marketing agency might be your answer.

Here are five reasons for tapping into a PR and marketing agency in 2018:

1. Abundance of Resources

Securing media coverage, launching content marketing campaigns, winning awards and industry allies all begin with research - who to reach out to, what tools to use. Your PR and marketing agency will have already invested in the best, most comprehensive media databases, and received training in marketing automation tools thus saving you thousands of dollars in subscription fees and expanding your capabilities ten-fold.

2. Flexible and Convenient

3. Efficient and Effective

4. Devoted and Driven

5. Results

At the end of the day, it's all about results. Greater public visibility means greater credibility to potential clients and builds trust with existing customers, not to mention increased revenues, higher profits, and happy investors. With the help of an agency, the results could be limitless!

To talk about your 2018 PR and marketing goals with an expert, click below to schedule a free consultation.

5 Considerations for Your PR Launch

Tue, 12 Dec 2017 22:59:39 GMT

You've spent months and years of your life on it, and you're finally ready. You're ready to launch your new company, product or service to the world. But how do you ensure that the right people notice? Many ingredients make a successful PR launch – a generous dose of time, a sprinkle of creativity, and most of all, intense preparation on all fronts.

Here are 5 Considerations for Your PR Launch:

1. Define Your Objectives

The launch that sizzles catches the right attention, especially journalists’ attention. But prior to getting the limelight, you must define your goals – do you want to showcase your industry leadership? Or highlight the company’s new product? Drive sales? Your objectives will determine and shape the strategy and tactics used in your launch, whether it is via media/analyst briefings, special events, press conferences, tradeshows or more.

Here's an example from an SKC client: in 2021, one of the largest air purification solutions providers, AirQuality Technology (AQT), made its first foray into the North American market. Already well-established as a leader in China, the company’s goals for its North American launch were two-fold: 1) to build product awareness and 2) to set up a distributor network quickly and efficiently. These top priorities were the “North Star” that guided the launch at all stages, from planning and strategy to tactics and execution.

2. Define Your News

What is the “so what?” factor? Is your launch impactful and timely? Is it compelling enough on its own, or should you wait for customer and third-party validation? Know the larger picture – are there happenings in the world you can leverage? Is what you’re doing pushing the industry forward? Plan your next news entree – will there be a partnership or new big-name customer that may sign with your company soon? Sometimes it’s helpful to meet with analysts before any media outreach to get feedback and information about your company and its industry.

Developing a news hook is easier said than done – so let’s return to our AQT example for guidance. When we launched AQT in early 2021, the company had developed a proven product tailored-made for a pandemic-stricken world. We positioned them as “COVID-killing air purifiers” that were poised to help businesses fight COVID effectively. Talk about a splashy headline! It’s important to note that this claim, while newsy and eye-catching, was also factually based on the company’s proprietary technology, which is proven to kill 99.99% of the virus. In short: make sure your launch is timely and truthful.

3. Define Your Audience

You can't reach out to every journalist. Though we all want TechCrunch and Wall Street Journal, don't forget other audiences. Where does your story make the most sense? If your company is launching a new breakthrough software for your industry, you can’t ignore the business and technology media outlets. There are different ways of engaging journalists to pay attention to you, like offering pre-briefings before you launch or exclusives to a few of your top-tier media contacts.

AQT understood the importance of targeting the right audience. Although top-tier coverage is nice, it wouldn’t necessarily help the company develop a distributor network. Instead, we built a media list to target HVAC distributors and businesses looking to ensure clean air in their offices. Then, we took our news hook and upgraded it to one key message: businesses are re-opening and developing health and safety plans to curb COVID-19, with many prioritizing HVAC systems as a safety mechanism. With our strategic message and media list in hand, the launch officially began.

4. Define Your Spokesperson

Your spokesperson should be someone who is comfortable with the media and can clearly articulate your company's vision, what it does and where it stands in the industry. Know your company messages and be prepared to answer tough and controversial questions. The spokespeople must give value to the launch. If you are launching a new technology to the higher education community, make sure he or she understands the market. Utilize your PR team if you need additional media training.

5. Clear Your Schedule!

Be available, even at short notice. Like you, journalists have busy schedules and are on numerous deadlines. You want to be the industry expert that the reporter can count on as a story resource. At tradeshows, set up one-to-one meetings with your target media way in advance, and let them know that you’re available after your meeting for follow-up.

With these five considerations in mind, you’re probably wondering if our launch worked for AQT. And the answer is… yes, absolutely! SKC secured a slew of strategic coverage in the company’s target outlets, such as Architectural Record, HVAC Insider, Commercial Construction & Renovation, and more. But most importantly, AQT also had multiple distributors contact the company within days of launch. Both of the company’s goals were achieved, and AQT successfully established a foothold in the North American market.

A launch is a process. But by following these steps, and with some solid planning, you can make it a success. You want to keep your audience interested long after your big unveiling. So let’s throw in more time, dress it up with solid news hooks, and plan another launch, soon!

For a complimentary consultation on how best to plan your PR launch, our team at SKC is happy to chat!

5 Steps to Planning a Media Event

Thu, 16 Nov 2017 23:09:15 GMT

So, you've decided to hold a media event: a press conference to launch a new product or service that will change the industry (or the world), celebrate a company milestone, merger, or a bi-centennial. Before you send out invitations to guests, especially your media guests, review your checklist and make sure not to miss these five steps. As a host, it is up to you to intrigue reporters to gain their attendance and potential media coverage.

Here are 5 steps to planning a media event:

1. Have a News Hook

You might have organized a well-planned event: you might be disclosing company news, or launching a new product, or providing breakthrough sessions at your conference. Believe it or not, these might not be enough to tempt busy reporters to come to your event. You'll need solid, relevant and timely news hooks. How will your company news or product shake up the industry? What value can you bring outside of what the media can read from your press release? Can your news resonate beyond the conference room and event hall? Be sure to highlight trends, unique aspects of your product or service and demonstrate how your news will transform and elevate these trends. Where there's a news hook - there's a story.

2. Have a Detailed, Logistical Plan

Planning the date and location may seem easier than many of the other components that go into event planning but there are many things to consider. For instance, a weekend conference or an evening event may be attractive to your peers but is usually unpopular with mainstream US media. Pick dates that do not coincide with other big events that are of major interest to your target media. Make sure the location you pick is easy to get to and offers efficient parking. Provide a reserved media table in front of the stage to ensure the media can hear speakers, take notes without distraction and have space for their cameras. If you've arranged for one-on-one media interviews at the event, provide a quiet room or space for a professional, comfortable conversation.

3. Master Your Timeline

From the event date, work backward. Be realistic about your goals and prepare in advance. The list of to-dos aside from booking the date and venue include invitations, press releases, press materials and lining up company spokespeople. Press releases should be finalized two to three weeks ahead of time so that the release's content and quotes can be edited and approved by all parties. The more items checked off on your list - releases, press kits, etc. - the more time you will have for media relations to interest reporters in attending the event.

4. Master Media Pitching

Time for your PR team to invite and follow up with the media. Remember your news hooks? Let's use them. Provide unique story ideas and angles. The more you can tailor your story to specific reporters' beats, the more they love you. Other times, it is helpful to provide a press release to media attendees in advance (with the understanding of an embargoed date). Provide reporters with story resources such as research, third-party commentary, opinions and industry statistics and access to respected influencers. Company spokespeople should be prepared to talk to the media, and their schedules should work in some flexibility with the media. If an interested reporter is unable to make it to the event, diligently follow up to ensure they receive the news, offer one-on-one interviews and the opportunity to cover the news.

5. Be a Good Host - Feed Them!

Always be a good host. Be prepared and have reporters’ numbers handy. It never hurts to give reporters your mobile number for their convenience - if they get lost or are running late - they can get in touch with you. Make sure you greet reporters at the entrance to the event and ensure that that they know that you will be a point of contact for them. Attending events can be exhausting for reporters as they are often traveling quickly between events, meeting with multiple spokespeople, conducting interviews, and taking in volumes of information. Don't forget to offer the reporter something to drink, something to eat.

If you would like to learn more about how plan a successful media event, click the button below to schedule a call with an SKC professional or follow us on Facebook , Twitter , or LinkedIn .

5 Ways to Grab the Media Spotlight at CES & Other Shows

Thu, 16 Nov 2017 23:04:44 GMT

Here are 5 ways to grab the tradeshow media spotlight:

1. Be Prepared

Months before the doors open and the crowds pour in, your PR firm can work in close coordination with event organizers to uncover media opportunities for you -- from inclusion in tradeshow dailies to exclusive invitations to media events. Plan your releases so they can be pitched weeks in advance, not days. Now is the time to enlist the expertise of PR pros to refresh your message, update your media kits, and get your executives interview-ready.

2. Be Resourceful

Good news, bad news, reporters love being the first to know. Working with the show's media coordinator, your PR team can get a hold of the media and analysts who have rsvp'ed, cherry-pick the most relevant contacts, and get the ball rolling by securing appointments in advance. Events like Pepcom Digital Experience! , where only the media gather, happen before the official start of major tradeshows and are a great way to catch the attention of journalists before the crush of the exhibitor hall. We've helped several clients leverage pre-CES media events and ignited media interest that resulted in positive coverage in USA Today, The Verge, CNET and more.

3. Be Helpful

Reporters have a job to do. They are seeking compelling news, companies to watch, and evidence of industry trends. Are you a leader in your industry or a newcomer? Will you be launching a new product or service? Do you have a customer success story to share? Because reporters are time-deprived, your meeting should be to-the-point, yet be educational and tie to industry trends and issues. Your PR team can suggest story ideas that can also be included in your press kits.

4. Be Focused

So many prospects, so little time. Just as you need to stay focused on business development and client relations, your PR counsel should be on the show floor juggling media meetings and cultivating and scheduling ad hoc interviews. Your on-the-ground PR support can also walk the floor and scoop up competitive intelligence. Trust your PR team to support you while you focus on converting prospects into customers.

5. After the Confetti Settles... Be Proactive

After the show is over, journalists are exhausted from endless hours of walking the floor and talking to company after company. They've been bombarded with sales pitches and attention-grabbing gimmicks. To make sure that you are not forgotten, your PR team will spend the next few weeks on follow-up. They will also connect with reporters that weren't able to attend the show to provide updates and show highlights that are guaranteed to put you in the media spotlight.

To get a headstart on your journey to CES and other tradeshows, click below to schedule a complimentary consultation session.

Five Reasons Why You Need The Media

Mon, 30 Oct 2017 23:12:59 GMT

"Private opinion is weak, but public opinion is almost omnipotent," said Harriet Beecher Stowe, an abolitionist author who lived in the 1800s. More than 150 years later, this statement still rings true. Organizations must find ways to communicate and convince your target publics of the worth of your missions, services, and products - or compromise success.

Here are five reasons why you need the media:

1. Reach Your Target Audiences

The media has the uncanny ability to reach thousands and millions of the right people in an amazingly short time. The company and/or individual who knows how to interest and intrigue the media has mastered one thing -- the ability to leverage the media for mutual benefit.

2. Influence the Influencers

When you influence the media, you influence the "influencers." The nature of the media's job is to make sense of the myriad of situations, issues, services and products they come across, report on them, and inevitably influence the audiences they reach.

3. Reach Decision Makers

How many times have you read a positive movie review and decided right then and there that you had to see it? Now imagine if you can harness that power, develop the right messages, and engage in a focused, concerted way of reaching the media for your flagship product or services. What kind of "multiplier" effect will it generate? And if sustained over time, how will it contribute to your success?

4. Exposure!

The media loves all things new, novel, and different. If you have a new organization, program, service, product, or something new to say - talk to them. You help them by sharing your news. They in turn help raise your awareness and credibility.

5. Become a Trailblazer

The media loves to be the first to report on the latest new trend, such as new products and how they are changing the way we live and work. If you know how to be the first to communicate a trend, demonstrate how you or your organization is leading this trend, you've just hit the jackpot...well, almost.

Never underestimate the media. They can make you famous, infamous, or worse - non-existent!

To take advantage of SKC's years of media relations experience, click below to schedule a complimentary consultation session.

Should You Have a Newsletter? 3 Ways it Can Grow Your Business

Thu, 19 Oct 2017 23:16:10 GMT

With new forms of media appearing every day, it’s easy to forget tried and true methods of getting your story out. The company newsletter survived the transition from mailbox to inbox and continues to attract new customers while making current customers feel valued. Compared to social media, which can be done in as little as 10 minutes a day , a good newsletter requires time and effort.

A PR partner can put together the juiciest bits of information and services like HubSpot , MailChip and ConstantContact can make a newsletter easier to distribute. But even with all the support, you might ask why a newsletter is necessary?

Here are three reasons why a company newsletter is a valuable tool for your business:

1. Constant Communication Creates Credibility

Actions speak louder than words, so combining them communicates a powerful message. No matter how frequently you send it, bi-weekly or monthly, a newsletter that sticks to a schedule shows that your company is reliable. When you say you're going to do it, you do it. Customers and clients will remember that mindset when they do business with you. A newsletter also keeps your business at the front of your audience’s mind. That little email that pops up reminds them that you and your business are always there when needed.

2. Give Your Marketing & Website Wings

Your newsletter sitting in their inbox is like your foot in the door. It is an opportunity to showcase your knowledge and connect your reader to the ins and outs of your business. Use this time to share industry leadership and insights, highlight your achievements and show off all the great content from your website and blog posts. In a newsletter, you are no longer competing with your reader’s social media feed and all those links back to your website will boost your visit stats! Another plus, the shareability of a newsletter also grows your email list.

3. Added Value Boosts Brand & Sales Leads

Everyone loves a chance to chill a bit. When you give your audience free information that they did not have to search for, you give them that chance. Readers appreciate that you took that extra time to reach out and make sure that they have content that is relevant to them. That appreciation shows up as more leads and referrals because your customers know that you not only know your business, you care about who you do business with.

A good newsletter not only informs the reader, it connects with them. While quality takes time, a PR and digital marketing partner can speed up and refine your newsletter, so you can reap the benefits of increased customer satisfaction. Click below to find out how SKC can help you develop a newsletter that is worthy of your business.

10 Essentials for Your Virtual Newsroom

Fri, 06 Oct 2017 23:19:20 GMT

In ye old days of print, a newsroom was the physical space where journalists gathered to pound out news on their typewriters. Now, the term refers to where companies post their news and all the information they want journalists to find.

Also known as digital pressrooms or media kits, your newsroom is the PR hub of your website. It not only attracts traditional journalists, but podcasters, bloggers, and influencers who are curious about your business. To ensure that they find what they are looking for, be sure to include newsroom essentials like:

1. PR Contacts - The most important item in your newsroom. Your PR contact information should be highly visible. Informative content is great, but when it comes to journalists on deadline needing to speak to your spokesperson urgently, make sure they know who and how to get in touch.

2. Social Links - Social media is another way for interested parties to both learn more about and contact you. Make sure all of your channels are available for journalists to follow and view your profiles.

3. Company Info - Don't just give the facts, tell your story. Include interesting information like how the company was formed, your mission, vision, and milestones.

4. Product/Services Info - Most of your product information will be in a dedicated section. Presenting and packaing in creative, smaller bize-sized chunks, like via a fact sheet or infographic format, would whet appetites for more information and longer stories.

5. Downloadable Images - Providing high quality images of your logos, products, and team secures an approved and flattering look for your coverage. Taking low quality images from Google frustrates everyone.

6. Executive Bios - A quick background on you and your team is just the thing to pique a journalist's interest for an interview. This can range from one sentence describing their role in the company to a few paragraphs on their journey.

7. Expert Profiles - Slightly different than a bio, an expert profile tells journalists what you can reliably speak on as a thought leader for industry stories. Mention any education or background that can position you as a resource.

8. Press Releases - Your newsroom is both a resource and showcase when it comes to company news. Post your latest releases prominently. They are likely the reason the journalist is there in the first place.

9. Recent Media Coverage - In addition to displaying all your wonderful coverage, adding links to coverage in your newsroom also lets journalists know what others are saying about you. Tools like automated RSS feeds help keep you up to date.

10. Mobile friendly - People love their phones and grow frustrated when a website is impossible to view on their small screens. Keep eyes on your newsroom with a mobile friendly site. While this lands more on your web-developer's plate, responsive websites are a top priority to display your content.

Once you have the essentials, you can play around with content attractive to journalists. Companies like Coca-Cola , Lenovo , and Cisco have newsrooms that incorporate all of the above plus their own flare, like videos and client stories.

If you can benefit from media interest and coverage, you need a newsroom. A professional PR agency can help you create the needed content and organize it to appeal to the right media and relevant stakeholders.

Growing Up: 5 Stages of Maturing Your Online Presence

Fri, 22 Sep 2017 23:22:40 GMT

Growing up is never easy. There are always unexpected twists and turns, but as children there was that shining light of adulthood at the end of the tunnel. Building an online presence for your company can feel the same. We dream of skipping those awkward adolescent years of slow news coverage and empty email lists and moving straight to being the go-to website for your market. But we need to learn to walk before we can run.

Building an online presence is all about building a community of people who love your company. Behind every review, comment, and avatar is a person. Think of what you want this person to know about your company or your ultimate goal. It could be educating them about advances in higher education technology , or protecting them from malicious mobile hackers . Once you know what you want to be when you grow up, you know where you are in your journey.

1. Taking Those Online Baby Steps

Everybody has to start somewhere and no matter how big you get, there was a time when nobody knew who you were. If you're new to the internet, welcome! You just started a brand new journey towards maturing your business. Having a location on the internet for your community to flock to is a big step. To help you grow to the next level, introduce yourself with a robust "about" page filled with founding stories and expert profiles. Let yourself be vulnerable and share what you love about your business. It will let your customers connect with you and feel invested in your business.

2. Testing Out Childlike Wonder

Now that people know a little about who you and your company are, you can offer additional value to your message. Be bolder in reaching out with a blog that gives your perspectives on issues important to your audience. Offer valuable content on your website like white papers or ebooks. A PR partner is even more valuable at this stage because they can guide you towards guest posts and contributed article opportunities in top media outlets in your industry.

3. Living the Teenage Dream

Just like when you were a teenager and discovering your own community, this is the stage when your online presence solidifies the bond with your audience. They know who you are and learned valuable information from you, and now they are ready to commit to your company. Engage with your online audience through social media and newsletters. Ask them to join your mailing list and subscribe to your blog. These bonds are essential to growing your online influence.

4. Growing Up and Out

Leaning on the budding community you've build with your website, social media profiles, and blog, the time has come to ask them for help. Part of becoming an adult is learning when to ask for support and a company can do this by asking for reviews and testimonials from their clients. Join with other companies in conferences. This shows others who want to join in the community around your business that the group truly loves your products or services.

5. Graduation and the Future

Congratulations! Your website is a mature presence on the internet that exudes authority and achieves your goals. Yet, there is always room to grow. Maintaining a healthy community around your business takes constant monitoring. A quick survey to your email list can show what works best and where you can tweak things to make them better. Tools like Net Promoter can measure audience sentiment so you can have the right community for your business.

Wherever your business is on this journey, from newbie to savvy, an experienced guide can ease the transition. Click below to get a free consultation to determine where you are and where you'd like to go next.

5 Strengths of Small PR and Marketing Agencies

Tue, 05 Sep 2017 23:26:19 GMT

Small, medium or large? The real world presents us with an endless array of choices—from the clothes we wear to the size of our computers and sound systems. In a world of shrinking gadgets where nanotechnology reigns supreme, we've learned that big is not necessarily better. In the world of public relations and digital marketing, we've learned that small is often better!

Here are 5 Strengths of Small PR and Marketing Agencies:

1. Hopelessly Devoted to You

Small firms are personally devoted to you and invested in your company. Because they have a smaller number of clientele, their success depends on yours. They are able to pay extra attention to your projects, concerns and needs, leading to better client service and greater results.

2. Flexible as a Rubber Band

Because of their size, small firms are more flexible and able to quickly respond to your ever-changing needs. Business processes can be developed or tossed without strenuous effort. Customizing marketing/PR campaigns, monthly reports, independent projects, billing processes, even media monitoring which are typically cumbersome for large agencies, are easily adapted for small firms.

3. Fit as a Fiddle

At small firms, senior professionals are often the thinkers and the doers, the strategists and the executors. They're mentally fit, well trained and knowledgeable. With every client, they personally and naturally apply their years of experience, knowledge, vision, direction and contacts to add value to each client's needs. Whereas at large PR and marketing firms, much of the workload is borne by junior staffers with less experience.

4. The World is Our Oyster

Probably unknown to many, small firms belong to national and international networks of partnerships and affiliates. They are rich in resources and global talents who have domain expertise in various regions, countries and industries. Tapping into their global resources, small firms can conduct product launches, and comfortably drive regional and international campaigns.

5. Best Bang for Your Buck

With lower overhead, small firms offer companies who may not have huge budgets the ability to afford PR and marketing services, and drive their clients to new heights of visibility. It's good news for clients all around — more results, and more bang for your buck!

Small, medium, large? When you are confronted with choices, remember, small is often better! For a complimentary consultation on your company's marketing/PR needs or how a small firm can help, click below.

5 Reasons Why The Competition May Be Getting More Ink Than You

Mon, 14 Aug 2017 23:28:35 GMT

Sometimes it is nothing short of mystifying when a competitor with lesser products, numbers, and brand recognition generates more ink than you. Just as the art of Chinese calligraphy is built upon layers of subtleties, spanning thousands of years of knowledge and imbued with the spirit of the masters, so are the complexities of telling your company's story.

Your coverage should resonate with the full strength, culture and history of your company. Your coverage should help drive industry trends and support customer, partner and investor relations.

Here are five essential components crucial to getting the coverage you deserve:

1. The Right Type of Ink

Are you generating the right coverage that resonates with your target audiences? To build a flourishing business, you will benefit from making consistent appearances in the leading industry trade media, and in an expansive fashion. It is not enough to be well connected anymore. Successful media outreach entails persistent, tenacious and creative brushstrokes.

2. Colorful, Collected & Charismatic Characters

Having charismatic spokespersons that are well versed in media training is key to upping your quote-ability factor. This directly affects the tone of your coverage and colors public perception, as well as the reception of your company. The contours of the CEO and the company tend to wash and blur together until they are almost indistinct from one another.

3. References That Flow Freely

Let your customer references and case studies flow freely to reporters. Giving reporters direct access to these rich resources by having ample case studies on hand, provides third party validation to your company's message. When your customers participate in your PR program, you are actively earning the reporters' trust, and ensuring a slew of successful stories to come.

4. Intuitive & Prompt Artists

Your PR agency is the mastermind behind the scenes who relays critical information to the media in a timely manner. A good firm has a strong relationship with the media and is aware of what reporters cover. Your PR agency must act as historian, storyteller and industry expert in order to recreate your story in the best possible light.

5. Focusing Your Message

Unclear messaging often yields a lack of coverage. Take advantage of your internal team and your advisors' perspectives. Your company is multi-faceted and it often takes a few good minds to take in and express all of its glittering dimensions. Sometimes this unique vantage point can create a perspective that enhances your coverage beyond your wildest visions!

For a free conslutation with SKC's team on how to secure the right coverage, click the button below.

Five Ways To Be Quotable

Fri, 04 Aug 2017 23:31:23 GMT

Imagine… your words inspire, enlighten, provoke, stimulate. Imagine… your phone ringing off the hook. The media wants you, customers want you, and investors are interested in you. Media interviews give you an opportunity to demonstrate your company's thought leadership as well as breathe life and personality into your company’s image. They also allow you to reach an exponentially targeted audience quickly. This can be a momentous responsibility, but it is also a momentous opportunity.

Here are five ways to be quotable.

1. Distill a Deep Message

Always be guided by your SOM - Single Overwhelming Message. You may have 101 great things to share, but time and space do not allow 101 messages in a news story. Instead, distill your key message to hit the media's bull's eye and back up your SOM with supporting facts, figures, and examples.

2. Dazzle with Imagery

They say: "A picture paints a thousand words." We say, "The best speakers paint a thousand pictures." The best way to connect is by sharing stories and evoking images and feelings in your listener. When you pepper your talk with examples and customer case studies, you'll inevitably captivate and convince.

3. Shovel Through the Jargon

Never, never launch into a monologue of over-the-top technical terms, jargon, and lengthy acronyms that only makes sense to you. Instead, work on creating succinct sound bites. Remember the "Keep It Simple, Stupid" principle and live by it. As the media or your prospects may not share your deep domain expertise, simple explanations and short sentences will land on grateful ears. Time to toss those extraneous cinnamon-coated words to the wayside!

4. Serve with a Twist

Don't be afraid of controversy. Don't be afraid to take a stand on a contentious industry issue. The media loves colorful personalities, innovators and visionaries who thrive on conflicts. Be aware of its omnipresence and allow it to challenge and motivate you.

5. Warm Up to the Media

Media savviness calls for your in-depth understanding of the media's style, background and story approach. Such knowledge empowers you to offer up the most relevant and substantive stories and quotes. Tailoring your message and nuggets of wisdom and insights to the media's story angle and responding before deadline help the reporter excel at her job and assure the winning over of an eventual ally.

You have a healthy appetite to make news, win over customers, partners, and investors. And the media has an insatiable, never-ending appetite for sound bites. When your phone rings and the media calls, make sure your sound bite is tomorrow's headline!

For a FREE consulting session on becoming quotable, or if you're looking for a sounding board on media relations and marketing, we're standing by for you...

5 Tips to Overcome Your Fear of the Media

Thu, 20 Jul 2017 23:33:49 GMT

Let's face it... few of us are truly comfortable in the spotlight.

This is especially true when we come face-to-face with the media. When the camera rolls, we put on our most valiant voice, and pray secretly that we're not misquoted, misrepresented, misunderstood, or even ridiculed. Are those knees shaking? Is your heart racing? Fear no more, it's time to quash the nerves and embrace the spotlight!

Here are five tips to overcome your fear of the media:

1. Get Trained, For All the World's a Stage

When you are on stage or in front of a reporter, you have access to an almost limitless audience. This can seem unnerving, but it is your chance to draw the curtains and tell your story to the world. Strengthen your repertoire and ramp up your confidence level with media training. Whether you are a CEO, company executive or manager, media traning can sharpen your communication skills, and dramatically influence your ability to persuade others in a calm and confident manner.

2. Do Your Homework

Good interviews, just like good articles, begin with homework. Do your due diligence and dazzle the reporter with your familiarity of their style, background and story approach. Rely on your PR team to play Sherlock Holmes to secure the information. Your PR team can clue you in with briefing notes to ensure that you and the media emerge winners. They get their story, and so do you.

3. Expect the Expected

You may already know the drill. Reporters ask about revenue, market size, and your competition. Your PR team can probe for advance questions and story angles so that you are prepared with answers and information. Providing key industry trends, as well as statistics and anecdotes will earn you their respect and build your credibility during the interview.

4. Stay on Track

There are times when a reporter's interest may wander, or the questions don't allow you to fully articulate your company's position. One of the best ways to prevent having your words quoted out of context is to own your message. Your message is more likely to resonate when it is succinct and peppered with a smattering of sound bites, facts, figures and real world stories.

5. Keep Thy Distance

There is a precarious balance between being at ease and revealing too much information during an interview. You may have bonded with the reporter, but keep your chumminess in check. Stay alert as to how and what you disclose, whether it be product details, customer stories, or your personal opinion about your competitors. Reporters are clever and can sometimes whittle out valuable nuggets of confidential material when you get too comfortable. Rely on your RP partner to act as a buffer for you during interviews. Remember, everything is on the record. Alas, heed these tips, and say good bye to trembling knees!

For a free consultation on facing the media and your company's PR strategy, click below to schedule a call.

The Four Times to Respond and the Three Times to Listen

Mon, 10 Jul 2017 23:36:55 GMT

We've talked about why and who should keep a close eye on your business' social media feeds, and now it's time to go over how to respond to all of the tweets, shares, and comments about your business. All of that feedback is a great source of unfiltered news, but the sheer amount can be overwhelming.

Aside from the number of mentions, followers also demand to be heard. Over half of Twitter users expect a response from brands they reach out to in under an hour. So now, you have a crowd of people asking questions simultaneously and expecting a personal connection with your brand. How do you handle such a mob?

The trick is to find the influencers.

Not every tweet and mention has to be acknowledged, though you should listen to them. Responding to influencers is the best way to leverage the greatest reach and audience -- after all, it's all in their influence. Their engagement with your brand will trickle through their followers without you having to reach out to each and every one. You can determine who is an influencer by looking at the number of followers they have, how frequently they post on their channel, and their Klout score.

Sometimes it can be hard to tell if a person is an influencer and sometimes you might want to reach out to someone who doesn't fit the mold. In these cases, responding to these instances will depend on who the person is, what they said, and when they said it. For example, if someone is speaking positively about your business, you should almost always respond to let them know you appreciate the thought. On the other hand, if someone is purposely trying to anger other users, known as "trolling", it is best to sit back and listen. Remember, don't feed the trolls!

To help you decide immediately whether you should listen or respond, use these formulas:

When to Respond:

Positive + False = Respond
Positive + True = Listen or Respond with a thank you
Negative + Not a Troll + Not a Rant/Joke + Erroneous Information = Respond
Negative + Not a Troll + Not a Rant/Joke + Not Erroneous Information + Unhappy = Respond

When to Listen:

Negative + Troll = Listen
Negative + Not a Troll + Rant/Joke = Listen
Negative + Not a Troll + Not a Rant/Joke + Not Erroneous Information + Not Unhappy = Listen

If you decide to respond to a mention, make sure that you do so quickly, respectfully, keep in line with your company's culture and values, include facts, and let the person know how you are connected to the company. Ultimately it will come down to your good judgement, but understanding that you don't have to run yourself ragged answering every little tweet will make your social media monitoring much easier.

For more tips on how to utilize media monitoring and accomplish your social media goals in ten minutes a day, download SKC's free ebook on social media monitoring.

Who Should Keep An Eye On Social Media?

Tue, 27 Jun 2017 23:39:40 GMT

I n our last post , we talked about why social media monitoring is so important for generating leads for your business. Today, we'll go over which groups should monitor your company's channels and how they benefit.

At first glance, social media monitoring appears to fall solely on the shoulders of the marketing department. It's all about maintaining your business's brand and pulling in new leads, right?

Well, keeping an eye on your social media channels does make it easier to do both of those things, but it can also help the sales and support teams, and senior executives. Here are the reasons social media monitoring is vital to all of these groups:

1. Marketing - The First Impression

It is undeniable that marketing and public relations take the biggest role in social media. They are the ones responsible for all of the little details that make up a brand's presence on social media channels, so keeping an eye on how those details perform is a given. Beyond brand image, analytics from social media monitoring can give marketing teams valuable information for future campaigns and a heads up on conversations around trends that are core to your brand.

2. Sales - It's All About Social Selling

With social media becoming more prevalent in daily life, a new type of sales has appeared -- social selling. By incorporating social media into their process, 72.6% of salespeople outperformed their colleagues. Social selling works through researching, connecting, and interacting with prospects on social media networks. Monitoring your company channels and connecting via these channels create relationships with buyers by showing that the salesperson takes an interest in what they're interested in.

3. Support - Reaching People Where They Live

Twitter has become the new phone for millennial customer support. Customers now voice their issues directly and indirectly online. Having the support team keep tabs on company mentions lets them respond quickly to any issues that may arise. It also allows them to control and sculpt conversations to the company's benefit. Social media can be a fire hose of information, critiques and compliments rushing all out at once, and its up to the support department to manage the stream.

4. Executives - The Face of The Company

There is a growing expectation for company leaders to be visible and accessible on social media. While social media may feel optional today, it won't be in a few years. According to a new study released by BRANDfog , just by being on a social network, CEOs can strengthen brands, build trust, demonstrate brand values, and communicate accountability. Monitoring the company's channels also gives executives an unfiltered news source that allows you to see what is being said about your brand in real time.

Monitoring your social media is an important practice for many departments. Learn how to monitor all of your channels in 10 minutes a day with SKC's latest ebook.

Three Reasons to Monitor Your Social Media

Fri, 16 Jun 2017 23:42:16 GMT

Social media, when managed properly, can be a great asset to any business. Last month, we talked about how to set up a simple and quick social media plan for your business with SKC's Weekly Social Media Checklist . Now that you have a plan, monitoring your channels is the gas that keeps your machine running.

Automation makes updating all of your channels easy, but the real lead generation power comes from the social aspect of social media and monitoring your channels will help you catch any and all opportunities. Listening and responding to the people on the other side of their avatars will make your company approachable and engaging. Some of these opportunities are:

1. Catch Compliments and Complaints in Time

People follow brands on social media for coupons, updates, jokes, and to give their opinions on everything from products to politicians. Whether good or bad, 70% of twitter users expect a response from brands they reach out to on Twitter and 53% expect that response in under an hour. Monitoring for these interactions means that you can respond faster to an unhappy customer before they can get really upset. It also means that you can reinforce a happy customer's good opinion that they'll share with their friends and family.

2. Control the Conversation

Being able to respond quickly not only alerts you to timely comments, it can mean the difference between a great PR opportunity and an uncontrolled mess of a conversation. Social media moves fast and there is no telling what will go viral. Catching a situation before it becomes too widespread lets you focus the conversation on your message instead of it becoming a footnote. It'll also help you respond to real world events so you can stop any automated messages in case of a national disaster.

3. Collect Data for Future Campaigns

Social media is the ultimate testing ground for company messages. With analytics and real-time data, you can see exactly which message is making an impact. Your followers' questions and comments are a wonderful source of free information on your market and products. Those replies and mentions can tell you what your prospect's pain points are or how eager they are to close a deal. Even an under-performing campaign can tell you what pitfalls to avoid to make your next one shine.

Even though capitalizing on your social media plan through monitoring sounds like it could take up too much valuable time, a daily check-in can can take as little as ten minutes. Read SKC's latest ebook "How to Monitor Social Media in 10 Minutes A Day" to find out how.

Five Ways PR Can Grow Your Small Business

Fri, 02 Jun 2017 23:47:31 GMT

According to the U.S. Small Business Administration, over 50% of small businesses fail in the first year and 95% fail within the first five years. Businesses who escape this fate and succeed, more often than not, have mastered the art of public relations. These companies have figured out how to use PR to multiply their effectiveness with customers, partners, and investors.

Here are five PR tips to grow your small business:

1. Plant the Right Seeds

Wha distinguishes your small company from the next? Who is included in your target market? Who are your competitors? Does answering these questions give you a headache? The reality is: managing the day-to-day business leaves little to no time to cultivate relations with your target audiences or key media. Plant the right PR seeds with accurate messages. Nurturing successful relations will bear succulent fruits.

2. Start in Your Own Backyard

Many of your potential clients will be from within your community or professional network. But you want to be more than a convenient stop for these few. Leveraging PR visibility includes public speaking appearances, connecting with local media, and involvement in community organizations and functions. With each public appearance and endeavor, your image and reputation are enhanced and magnified.

3. Now Branch Out

A large hurdle for small businesses is standing out amid the onslaught of messages from competitors. An effective PR plan creates newsworthy messages and story ideas. A PR plan will proactively seek new media channels to strengthen your company's reputation, such as creating a company blog or starting a digital content campaign. Relying on one form of marketing, such as on advertising alone, fails to capture a larger audience, the critical loyal mass you need to succeed.

4. Buzz, Buzz, Buzz

Aim high. Create a buzz. Get more and more media and people talking about you. Get your services and products featured in the magazines, podcasts, blogs, and news shows that your customers, partners, and investors frequent. Build your reputation on substance. Build the buzz via consistent and persistent outreach by scoring favorable reviews in top-tier websites and by offering dramatic success stories. Use these reviews and stories to the fullest by sharing them on your social media and encouraging your customers to share with their larger circles of associates, partners, and friends.

5. Keep Pruning, Keep Thriving

Keeping your edge, pruning the twigs, trimming the fat, keeping up with the times. No matter how you phrase it, maintaining and realigning your business with evolving trends ensures your appeal and ultimately your longevity. PR serves as your eyes and ears to the industry and marketplace and provides critical intelligence for your response and action. PR also provides access to evolving social media channels, different media outlets, and market niches. As such, it has the power to influence and shape trends.

And did we mention one of the best things about PR? It is affordable and costs much less than advertising! As you grow your small business, consider the five PR tips to success.

For a free consulting session on how to build your company's reputation, click the button below to sign up.

How to Set Up a Quick and Easy Weekly Social Media Plan

Fri, 19 May 2017 23:52:36 GMT

Among the hustle and bustle of your growing business, it’s easy to forget the little things. A mere 140 characters feels so unimportant compared to that big meeting and looming deadlines. Social media can drive brand awareness and generate leads, but keeping the machine running takes up your valuable time and resources.

Outside the office though, we’re all experts at social media. Think of the last time you talked to a friend through Facebook, or posted a comment on Twitter or Instagram.

Easy, right?

Those habits can serve you well when promoting your business on social media, and in an era where 81% of the U.S. population has a social media profile , social media is imperative to reaching your audience.

We’ve found that the key to a strong, consistent social media program is taking a little time to set up systems, which actually reduces the overall time spent on social media. Here are our tried-and-tested steps for a weekly social media plan:

1. Identify Your Target Audience and Set Your Goals

You can’t know where you’re going until you know where you’ve been. Take stock of your current audience (current and past clients, ideal customers, current followers) and write down what they have in common. These demographics will be what you will base your content around and engagement goals around. Aim for a certain number of new followers, shares, or likes each week.

2. Schedule Your Updates, Then Sit Back and Relax

Scheduling your updates is the biggest timesaver for social media. Uploading all your posts to places like Hootsuite , Buffer , or HubSpot will allow you to post all your content across channels whenever you like. This fixes that nagging feeling in the back of your brain you get when you can’t remember if you posted today. Just remember to stagger your updates so your feed doesn’t look like it’s managed by a robot.

3. Set Up Alerts for Daily Mentions

Measuring how much your audience is responding to your message is as easy as setting up a Google Alert. Monitoring your channels, like Twitter, Facebook, and LinkedIn, will allow you to get instant feedback whenever your content is shared or your company is mentioned. Use tools like TweetDeck and check into your channels at least once a day. Also, keep an eye on Quora, Google+, and RSS subscriptions. You never know how your audience will engage with you.

4. Respond and Reach Out

Some reports, like this one from Sprout Social, found that 5 in 6 messages that need responses are not answered by companies. These means there are thousands of customers who never get the attention they need. You can reduce this number among your own audience by taking at least five minutes a day to respond to the mentions you found in the previous step. Also, follow back people who have followed your channels and engage in chats, hangouts, and other interactive online activities. These will build up your network, which will produce more engagement with your content.

5. Do a Weekly Check-In

Every week you should look back on how your channels performed, see where they shined and where they need a little polish. Check your statistics. Social media sites like Facebook, Twitter, and LinkedIn have their own dashboards where you can check how each post performed. Other sites like SumAll will also aggregate your statistics into one dashboard for you. Once you can see how well you did, compare it to your weekly goals to see if anything needs tweaking. This is also a good time to update any social media ads, as you now know if they resulted in any clicks.

Our personal one-on-one style of social media is quite different than a business style, but automating the basics will allow you to be free to cultivate a more personal (and familiar) social media presence.

To help you prepare your own weekly social media plan, SKC has created a simple, efficient checklist with space to create goals and our favorite social media tips. Click the button below to download your free checklist.

Five Ways to Optimize Your PR Partnership

Thu, 04 May 2017 23:12:47 GMT

Customers, partners and investors make decisions about your product or service based upon what they read, hear and experience. You are the expert on how to optimize your IoT product, fortify your cereal or leverage your portfolio of investments, but do you know the best approaches for optimizing your partnership with your PR firm? Here are five ways:

1. Be Generous with Information

Sharing information is the first step in forging a solid partnership that will enable your PR agency to promote and protect your company’s reputation. Empowering your PR team can be as easy as tapping into existing communications processes. Include them in monthly sales and marketing meetings, share quarterly goals and objectives, and invite them to annual user conferences and tradeshows.

2. Collaborate to Create

Just as you rely on information from a myriad of sources to help meet sales and marketing goals, your PR partner relies on information to develop story ideas on your behalf. Leverage your team’s knowledge of the media with your in-the-trenches company insight to help us bring your stories to life. During planning meetings, expand the agenda to include a creative story brainstorm, or host quarterly lunch meetings to include representatives from sales, marketing and product development. We can can then turn your collective ideas into cover stories.

3. Share the Limelight

Whether pitching a story or trying to secure a speaking slot for your executive, your PR team must continuously provide evidence of your company’s unique selling proposition and growth monentum. Third-party validation from satisfied customers and industry experts are important resources for reporters, and critical resources for you. Enhance your PR firm’s ability to increase your public awareness and credbility by giving them access to customers and partners that can be called upon to be quoted. When you share the limelight with allies and evangelists, you get the positive coverage your company deserves.

4. Motivate and Empower

Whether marketing a product, a service or a concept, smartly-run companies understand the value of communications. Empower your PR partner with knowledge and motivate them with information. Share the good, the bad and the ugly so that your team is equipped with persuasive proof points, insightful analysis and compelling stories to ensure you receive meaningful coverage.

5. Partner for Success

Your PR partner is the steward of your company’s reputation, and taking the steps to optimize your PR partnership will result in higher quality coverage and longer lasting relationships with the media, analysts and industry influencers. Ultimately, positive regard from stakeholders only means one thing: more business, more profits!

For a complimentary phone session on creating successful public relations partnerships, click here .

Happy Earth Day! How Marketing & PR Can Learn from the 3Rs

Wed, 12 Apr 2017 23:16:45 GMT

“I see trees of green, red roses too…” As Louis Armstrong sings, it’s a wonderful world. Every Earth Day we celebrate earth and our efforts to protect it. One of our environmental protection mantras is the 3Rs – Reduce, Recycle, Reuse. The idea of reusing old items to reduce waste can also be useful for your company’s marketing and PR content. Instead of the classic 3Rs, may we present, Renew, Recycle, and Repurpose:

1. Renew Your Old Content

If you’ve been in the business for a while, you’ve probably accumulated a nice “library” of contents. Don’t let them collect dust and become out of date! New advancements happen all the time and updating your old content gives your readers new insights. For instance, that two-year-old ebook on video marketing might need an update now since Vine shut down and Snapchat is growing in popularity.

2. Recycle onto New Channels

Do you have a top-performing post on your company’s blog that makes you smile? Share it on other platforms like Medium and LinkedIn . Not only will your content get more views, it will increase your SEO and visits to your own site. Repost at least two weeks after it debuts on your blog, add links back to your site, and update the title. The new title will make it so search engines will know which is the original.

3. Repurpose into New Forms

The best part about old content is that you already know if your audience likes it. Take some old favorites and reformat them for new readers. Collect a series of blog posts into an ebook. If you already have an ebook, package the content into a webinar or an email course. Not only will this allow your message to reach different audiences, it will give your content longevity. And taking a more strategic approach, think of your content marketing like a tree. Your older content makes up a root system that feeds into a larger piece of content like a trunk, then grows into repackaged branches of new content, like infographics, blog posts, email campaigns and more.

So let’s learn from our Earth Day brethren and “Renew, Recycle and Repurpose.” Together, doing the 3Rs will extend your contents long past their debut.

Would you like a sounding board and strategic insights on how to renew, recycle and repurpose content? Take advantage of SKC's 45-minute free consultation.

5 Messages Every Company Needs

Thu, 30 Mar 2017 23:19:53 GMT

Still searching for "the one"? For that perfect message, that is. Every company desires messaging that clicks with their customers and resonates loudly in the minds of prospective buyers and media. But creating the right perceptions isn't about having a single message. It’s about matching the correct messages, to the right types of audiences, at the right time.The secret to fantastic messaging is found in developing 5 key messages:

Here are five messages every company needs:

1. Corporate - Expressing Your Collective Wisdom

Your company’s reputation rests upon your corporate messages. Having solid corporate messages validates and communicates the integrity and expertise of your executive team, and a company’s approach to the market for the outside world. It is also a vital way to articulate a company’s vision for the future. Public relations professionals can help position your management as visionaries in their field. Strong corporate messages inspire confidence and prompt prospective buyers to do business with you. Strong messages are particularly important for startups, companies looking to sell or working toward an IPO.

2. Product - Standing Apart from the Rest

When clarifying the benefits of your product to the market, developing the right messages is crucial. It is even more important, however, in helping to differentiate your product from the competition. Your marketing/PR team can help educate your prospective buyers and customers, as well as the media and analysts on your special niche, and help them understand where you fit within the competitive landscape. Sometimes this can be as simple as clarifying your product terminology. When introducing a new product in an unknown market segment, lean on marketing/PR to help you reach the right targets at the right time, and with the right product messages.

3. Customers - Your Greatest Source of Credibility

Customer information opens the door to increased media coverage. Your customer is a golden third party endorsement that lends credibiity to your company, products and services. However, getting a customer’s approval to speak with prospects, analysts or the media is not always a simple or straightforward task. Customer PR programs often involve invaluable counsel and analysis to determine the level of prospective buyer interactions or media participation your customer is agreeable to - testimonial, press release mention, media interview, case study participation and more.

4. Partners - You Build Me Up

Partners are another valuable resource and can enhance your credibility and visibility in new markets. High-profile partner companies further accelerate your firm’s ability to gain expanded media coverage. Carefully constructed partner messages are integral to the health of partner relationships. Whether you will be sharing a booth at a tradeshow, co-presenting on a speaker panel or working on a major announcement, your PR team can help you develop the messages surrounding the partnership to ensure your success.

5. Service - I Like the Way You Do What You Do

Defining clear, concise messages that tell your market “how” your product or service is offered, delivered or supported will help articulate your business approach in a thorough way. Particularly if your product is a service, an agency can help highlight a unique business benefit or revenue model, and clearly articulate your services to the right audience.

When you recognize that your company “profile” is multi-faceted and not based on a single message, you take one step closer towards realizing your brilliance among prospective customers, and also the media spotlight!

If you enjoyed reading this, you might enjoy reading 5 Ways to Control Your Message in this Brave New World .

5 Ways to Make News When There is No News

Thu, 23 Mar 2017 23:22:16 GMT

In 1492, Columbus sailed the ocean blue. Then in 2017, you and your crew set sail in search of buried gold to stake a claim on your industry’s uncharted territory. But alas mate, you find yourselves in the dreaded doldrums - where the calm sea of no publicity lies. If only a current of public recognition would carry you away, then you are this much closer to Treasure Island.

Well Captain, your crew awaits your instructions, so what should you do before there is mutiny on the bounty? It’s time to bring in the PR oars of salvation and start rowing your ship to the promised land.

Here are five ways to make news when there is no news:

1. Make a Splash with CEO Profiles

O Captain, my Captain, you are the high commander of your vessel and faithful crew. No ship is fit to set sail without a fearless leader… and you are such a captain. The key however is to prove that not only are you the leader of your ship, but also a leader in your industry. By reaching out to influential media and securing a profile story on you, PR can raise your visibility and authority within your industry and beyond. PR can build on your legendary CEO profile to engage in consistent media coverage when new company developments abound.

2. Turn the Tide with Contributed Articles

For any successful sailing endeavors through the open seas, you need a brilliant and able crew aboard your ship, led by a top-notch Captain. With so much talent and skills billowing from your decks, why not show all it off?

You or your PR team can write a thought-provoking contributed article and secure placement in leading industry publications. The article will build your credibility as an industry expert and authority. Soon, customers and partners will come knocking on your doors, seeking your expert advice!

3. Ride the Wave to Fame by Responding to News

As you are rowing yourself to shore, you and your crew happen upon the remains of an unfortunate hurricane attack. With courage and brilliance, the crew not only saves the survivors but also the cute dolphins in one fell swoop. Responding to news and situations that arise in your industry in a timely and tasteful manner can win you much needed respect. By acting quickly, you become a shaper of news and industry trends, even when you are just a witness and not the savior. With PR rowing alongside your crew, your ship becomes a shining example of valiance, worth more than random media hype’s weight in gold.

4. Fan your Sails with Case Studies

Yo Ho Ho and a bottle of rum. Rum? How can you drink rum in a time like this? Rum is for drowning your sorrows only if you have nothing to show off. But every sailor has a whale of a tale to tell, of his or her adventures on the high seas. How could you possibly cry when you have the makings of great case studies not updated and buried somewhere on the company’s server? Case studies are your company’s prime showcase piece of your successes. PR can help you update your old case studies to become gold stars.

5. Your Awards, Your Boon

Remember that 100-pound tuna you caught off the Port of Your Industry with a single fishing rod and your bare hands? Instead of just posting a photo nailed to the wall of the Captain’s quarters, it’s time to shout and publicize your achievements and gain the award recognition you deserve. Big Fishes are the awards and recognitions that give your company bragging rights, so don’t let them swim away.

Can you see it in the horizon now? As your S.O.S. summons a PR search-and-rescue team, the wind has started to ruffle your sails and you are ready to go. Start your oars and row, row, row your boat to the beat of the publicity drum. Welcome aboard, ladies and gents, we are heading past these dark waters through the ocean of media glory.

How to Give a Great Media Interview

Thu, 16 Mar 2017 23:24:47 GMT

Companies love media coverage — it reaches a large and broad audience at virtually no cost. The news website Mashable gets over 36 million visitors per month worldwide. So you’ve got an interview, but that doesn’t ensure a story or guarantee “ink.” So be quotable.

Here are five tips for a great media interview.

1. Enlighten with Insights

As a spokesperson, you are the authoritative source. Share your expert observations relating to industry challenges and issues. You may also serve as a valuable tutor to a reporter not well versed on your industry. Come prepared and assume everything you say will end up in print; nothing is "off the record".

2. Stick to the Point

The interview is about to start. The media needs something from you, and you hope to be quoted positively. Discuss main points, present your messages, and provide supporting data. The longer and more complicated your statements are, the more likely you'll be misquoted. Journalists practice brevity, so keep your responses brief and to the point. There's an industry joke that news is what's left over after advertising space fills up.

3. Grab the Reader's Attention

Ultimately, you are speaking to the readers of the publication. The reporter interviewing you is merely the gatekeeper. You must be familiar with the publication, the readership and the journalist's background before the interview. Reach your audience by using real-world examples. Avoid jargon and technical terms if the reader's won't understand them. Connect and give them insights they haven't heard before. Remember, you are interesting, personable, and confident. Show that.

4. Make it Newsworthy

Anything that makes readers go "gee whiz!" defines news, so said Arther McEwen of San Francisco Examiner. What's newsworthy? Timeliness, impact, proximity, human interest, the unusual, and conflict. An interview is a good time to introduce the latest news and products but what if you don't have any new news? Older news can be brought back to life if you tie the issue to recent news trends. Keep your news angles up to date, appealing, and human-interest focused.

5. Avoid Saying "No Comment!"

This response can turn the reporter off. Next to lying and guessing at a reporter's question, this is a pet peeve. In most instances, that phrase screams, "I'm hiding something important!" Approach a hostile question in a relaxed way. Explain as much as you can and if you don't know, say so. There are times when you can't disclose confidential information, so substitute with an honest and positive response.

The secret ingredient to a great interview? Enjoy it. Make this meeting an opportunity to build the foundation of a long-term relationship with the reporter. Even after you give a great interview and the reporter wants to include your company in a story, the story, for many reasons, may not run. If something much more urgent and of bigger impact happens, like a terrorist attack, her editor might decide to use all their airtime on this. Yet since you have established yourself as quotable and credible, the reporter will go to you the next time when they need an expert source.

The CEO's PR Role: 5 Reasons Why Success Depends On It

Fri, 10 Mar 2017 23:27:12 GMT

Are you a CEO? Or report to one? Then take the advice of billionaire Richard Branson, “Publicity is absolutely critical. A good PR story is infinitely more effective than a front-page ad.”

PR is important for companies, but even more so for CEOs. That’s because the CEO has the most influence and highest visibility of anyone in a company; his or her role is more deeply intertwined than many realize. Public relations can influence the public perception of the company’s highest officer, as well as the company. That’s where PR pros come in for support.

Here are 5 reasons why a large part of a company’s success depends on the relationship the CEO has with PR:

1. Transparency

The CEO is the image-maker and often the key spokesperson for a company. The actions of a CEO are synonymous with the company’s; the public views the company through this looking glass. Apple has been particularly lucky in this regard, with two CEOs (Steve Jobs and Tim Cook) becoming household names. Both leaders projected an air of technological advancement and sophistication that promotes Apple's brand. The more effective he or she is at presenting and communicating, the more trust and credibility are built.

2. Sculpting

PR has the power to sculpt the CEO’s image and position to project a targeted message to the best audience. PR professionals serve as strategic counsel and tactical doers to propel effective delivery of core messages which include both executive and company successes. Great CEO's recognize this, and Window's CEO Bill Gates even says, " If I was down to my last dollar, I would spend it on PR."

3. Connecting

PR is the elusive matchmaker behind the scenes that deftly connects the CEO with expansive media and analyst networks. Relationships do not form overnight. PR professionals have direct access to a multitude of contacts that have been carefully nurtured over time. Coupled with the willingness and ability to captivate, educate and influence the media, the CEO’s support of PR can ultimately make or break media and analyst coverage.

4. Elevating

PR uncovers speaking opportunities that not only increase the CEO’s visibility, but also brings them directly into contact with potential customers, investors and industry peers. Many opportunities are not obvious, and time-consuming research is required to discover engagements that benefit the CEO and ultimately the company. Getting the kickoff keynote at CES 2019 wouldn't have happened to IBM CEO Ginni Rometty without a good PR team behind her. When PR pros sniff out the right opportunities, the savvy CEO knows that taking the spotlight benefits the company.

5. Building Thought Leadership

The industry looks to thought leaders for answers. PR pros know how to establish you as that person. Business and trade publications often publish expert opinions, a.k.a. “contributed articles,” from CEO’s and industry experts. The contributed article is an excellent conduit through which the CEO builds credibility in their own voice. PR not only uncovers these opportunities but influences when and where they are placed. And PR can access other thought leadership building opportunities, like awards and speaking events.

The fruits of the CEO’s dedication to PR are numerous: credibility, publicity and ultimately more sales! If you would like to learn more about how PR and marketing can help your business, click the button below to schedule a call with an SKC PR professional or follow us on Facebook , Twitter , or LinkedIn .

Building Your Own Lead Generation Machine

Tue, 07 Mar 2017 23:30:00 GMT

Generating high quality, and quantity, leads is crucial to any marketing campaign. Successful lead generation keeps sales brimming with new prospects and hardly requires any effort once put in motion. But as with any machine, getting the gears started requires some old-fashioned elbow grease.

Setting up your own lead generation systems requires focus on five areas:

1. Fuel Your Machine With Great Content Offers

Content offers can be anything from ebooks, white papers, a free trial, or a coupon. The key is in crafting content that is valuable for your visitors, something that they would be willing to provide their information for. They need to feel that the value of your offer is greater than what you're asking for in return. And don't be afraid to experiment with webinars, events, or podcasts.

2. Create Compelling Calls-to-Action

Calls-to-Actions, or CTAs, are the secret to drawing in your visitors. An effective CTA draws the eye and persuades people to click. Design your CTA to stand out from the background of your website, perhaps in a contrasting color, and be as clear as possible. Let them know exactly why they should click with a bold statement. CTAs can be placed on product pages, display ads, emails, social media, and pretty much anywhere you feel like marketing your offer.

3. Gear Up Your Landing Page

Landing pages are one of the key elements of lead generation. According to MarketingSherpa 's research, dedicated landing pages are effective for 94% of B2B and B2C companies. They direct your visitors to a particular offer without worrying that they'll be distracted by everything else on your website. By removing navigation links and focusing on your offer, landing pages are tailored to appeal to visitors and entices them to submit their information for your content.

4. Collect Valuable Information With Forms

Now that your visitors have made their way to your landing page, it is time to close the deal. They will receive your tantalizing content, and you will get your new lead's contact information. The form is how you collect that important information. Your form can be as long or as short as you like but at the very least, be sure to collect names and emails. Forms also come in handy when visitors want to sign up for webinars or subscribe to your blog.

5. Spread The Word Through Different Channels

While technically not part of your content offer, other marketing/public relations channels can maximize your lead generation efforts. Leveraging your website, social media platforms and public relations programs can create more pathways for new visitors to reach you. By using these channels to put yourself in the public eye, it becomes easier for buyers to research, evaluate, and buy your product or service in ways that resonate with them. Public relations, for instance, have the power to positively influence the media to earn news stories, product reviews and awards, which draws more visitors to your site, further building your reputation and making your offers more enticing.

See other great lead generation tips in our free e-book, The 31 Greatest Lead Generation Tips, Tricks & Ideas.

Entering a New Market? 5 Tips for PR & Marketing Success

Wed, 01 Mar 2017 23:32:12 GMT

Navigating in a new country or region can be daunting, especially when your company and product or service might not have the cache it has in your home market. Even with a strong corporate vision, building brand recognition takes time and effort. And with the right knowledge it can be a less bumpy road to success.

When it comes to marketing and public relations, lay the groundwork and remember these five tips:

1. Your Market Research, Your Compass

Market research offers key insights into an overseas terrain. Begin collecting critical data on your target market to help you with developing your communications approach: its overall potential, current competition, brand and product perception, and appropriate marketing channels. Find your bearings from competitive analyses, perception audits and surveys. Early due diligence from research is like having a compass. It can quell your doubts, help you plan, and set you on the road to success.

2. New Market, New Game Plan

Every market is different so using the same marketing and communications blueprint, even if successful in your home market, will not work. Your new customers will likely not have the same buying needs and values. Ask, will your current branding and messages resonate with your new audiences? Come to every new market with a new game plan. Part of market research means figuring out what’s been successful in your line of business in your new market in terms of channels, strategies, and marketing mix. This will help you figure out where to put your resources, staff and budgeting.

3. Engage Your Executives

Marketing strategies that have buy-in and are supported by higher level executives are more successful. It’s important that they are involved in making sure that the corporate vision and messages are consistent and elevated when reaching new audiences. Foray into a new market may also require a more resource-intensive approach, and you don’t want to run into barriers from management while executing on marketing efforts. So, it’s important for marketers to present a solid marketing plan to executives early on and getting buy-in. The plan must include clear goals, strategies, budgets and most importantly, outline how these programs will help the bottom line.

4. Choose the Right Partner

Sometimes, bringing in external support is needed to aid in larger marketing efforts, especially if the local team might be lacking in internal resources. Finding partners with the right on-the-ground expertise can help you navigate the maze of business and cultural nuances – and bridge the gap if you can find a partner that understands your local culture and be able to translate and communicate important messages in a way that reaches your new audiences that is meaningful to both of you.

5. Don’t Forget PR

Public relations is a key strategic element in a larger marketing and communications program. Publicity can put your company on the map. The media is essential to building your company’s image and visibility. Utilize key media relationships and influencers to generate buzz and third-party validation for your new business endeavor. Localize your top-line messages and content. Also, look into events, content generation, social media, and other relevant activities to further raise your company’s profile.

Four Commandments of Media Relations

Fri, 17 Feb 2017 23:33:53 GMT

Today's headlines across the world are filled with examples of bad media relations practices. From lying to spying, American companies and politicians at the highest levels are behaving appallingly and unprofessionally toward the media. A good media relationship is a blessing and a joy for any company, but it isn’t always easy to walk the straight and narrow.

When companies plan their media outreach initiatives, we should keep in mind these four commandments of media relations:

1. Thou Shall Not Lie to Reporters

“Honesty is hardly ever heard, but mostly what I need,” croons Billy Joel. The media would concur with this sentiment. While companies are not required to disclose all internal business to the press, it is wise to present only the facts. Embellishing the truth may get a company press, but it’s just not worth the risk of becoming branded as an unethical company.

2. Thou Shall Not Commit Illegal Acts or Acts of Bad Behavior

Needless to say, committing illegal acts or acts of bad behavior is just poor business from the get-go. On top of the obvious legal worries, companies behaving badly should also be concerned about media scrutiny that would destroy not only the company’s reputation but also the reputations of the company’s leaders. It can simply be said that by practicing good business ethics, companies can operate without fear of that kind of bad press.

3. Thou Shall Not Spy on Reporters

Leave the spy games to James Bond and respect a reporter’s privacy. The potential media scandal of spying on reporters would leave a company with an infamous legacy. Not only will the media look upon the company with distrust, but the press will brand the company with the dreaded reputation-killer – dishonesty. Do your company a favor and limit your media outreach to sound public relations best practices.

4. Thou Shall Not Practice Hyperbole

Hyperbole is the art of exaggeration, which under all PR circumstances, should be avoided at all times. Over promising what a company or product is capable of may sound like a good idea to create good press. But heaven forbid that a company cannot walk the walk despite talking the talk. Betray the media’s trust once, and it will be extremely difficult to regain it. So make sure that your company spokesperson does not make any extra embellishments to the company messages the next time he or she speaks to the media.

Remember these four commandments of good PR practices and your company will no doubt enjoy a successful, productive relationship with important media in the years to come.

5 Insider PR Tips for Crowdfunding Success

Fri, 13 Jan 2017 23:36:16 GMT

Crowdfunding is becoming more competitive by the day. And for good reason. Kickstarter, Indiegogo, and other crowdfunding platforms provide a tremendous opportunity for entrepreneurs and innovators. That said, running a successful crowdfunding project is no small feat.

Although we hear of wildly successful campaigns, in fact, only about two percent of those aiming to raise $100,000 or more reach their goal. So what can you do to be one of the two percent? Here are five key PR strategies that can help you launch a successful crowdfund:

1. Start PR Early!

You need to be working on PR at least four to six weeks ahead of the launch—eight weeks is even better. Three months is better yet. Can it be done in less time? Sure, but if you want the best results, give yourself the time.

PR needs to get going early because it’s crucial to reach out before the campaign begins. The more time you can spend uncovering the right people to speak with, and the more interaction you can have with press, bloggers, and other audiences in advance, the better. A roadshow, and in particular, pre-launch demos done under embargo, can be a powerful centerpiece of any PR effort on behalf of a crowdfunded venture. It’s also worth trying to get commitments for an article day-of launch and this requires contact with editors well in advance.

2. Tell a Strong Story

You need to tell a strong—and differentiated—story in your crowdfunding materials. Share facts and highlights about your startup, product and vision—and what makes you different from everyone else. Describe the problem (and severity of the problem) your product will solve, and discuss the vision for your startup. Showcasing your team's previous successes/experiences, or other strong third-party supporters, is very important too. And if you have a personal story—some kind of obstacle you’ve overcome on your path to entrepreneurship or a major life event that influenced your business decisions, talk about it.

3. Have Review Units Available

Crowdfunding today has a credibility problem. The reason? So many companies who launch a campaign never deliver their product in the end. Thus building credibility with press that your product is “real” can go a long way. One way to do this is to have samples/units that you can send out for review. Identifying key editors and bloggers and offering them a review unit of your product can be a great way to generate buzz about your crowdfunding campaign. But be sure these products are flawless.

4. Put Together a Superb Press Kit

Before launching make sure that you have all the collateral in one place that’s easy to share with someone that wants to write a story about your campaign. At a minimum, this press kit should include a campaign launch press release, company fact sheet, biographies of the team, high resolution images of your project AND a video.

Don’t even think about launching a crowdfunding campaign without a campaign video. Your pitch video is what people can click on when they first land on your campaign page. It should be short and sweet – with three-four minutes being the industry standard. It’s a crucial piece of the press kit too and a good one will usually get picked up and run in publications.

5. And Don't Forget Influencers

One of the audiences often overlooked is “influencers.” Ideally, three months prior to your crowdfunding launch, build a list of 15 to 25 influencers who are dominant with your target audience. These influencers can be high-profile personalities, thought leaders and experts in your niche industry, well-known spokespeople, relevant authors, etc. Then engage them through customized pitches. Make sure you offer a benefit to these influencers. Providing free products to try is a nice way to reciprocate the marketing ask, such as for testimonials, social media shares or other creative partnerships.

Good PR can do great things for a crowdfunding campaign. And it can tip the balance between failure and success.

Jumpstart Your New Year with Free PR Advice

Tue, 13 Dec 2016 23:39:32 GMT

The new year is an opportunity for reassesment and goal-setting for your business. Reviewing what worked and what fell flat in the past year can reveal new insights to bolster your 2017 PR and marketing initiatives. SKC is pleased to offer our blog readers a 45-minute complimentary consultation to help you jumpstart the new year.

Once you have clarity on a direction and refined messages, you can make a plan on how to execute plans and share stories that will resonate with target audiences and drive results. But sometimes all the thinking and planning can get overwhelming, especially if you are feeling like a marketing team of one. A little support, a pair of listening ears, a sounding board, can go a long way toward realizing your New Year plan. A good advisor can assist in:

Giving an outside perspective to be sure that businesses are not too close to the challenge that they're missing an obvious answer.
Providing specialized skills that might not exist in-house.

Consider these great quotes from those who believe in having advisors and mentors:

“Mentorship is simply learning from the mistakes and mastery of a successful person in his/her field.” - Bernard Kelvin Clive , Personal Branding Coach
“Every great achiever is inspired by a great mentor.” - Lailah Gifty Akita , Founder of Smart Youth Volunteers Foundation
“Every great athlete, artist and aspiring being has a great team to help them flourish and succeed - personally and professionally. Even the so-called 'solo star' has a strong supporting cast helping them shine, thrive and take flight.” - Rasheed Ogunlaru , Motivational Speaker & Business Coach

Even if you think you have a plan for 2017, you lose nothing by seeking an outsider's opinion. Ninety percent of employees believe that decision-makers should seek other opinions before making a final decision. When collaboration is formalized as a cornerstone, it can boost employee productivity and satisfaction by 15% and 13% respectively. ( Harnessing the Power of Next-Generation Communications,Aberdeen Group, 2013 )

To take advantage of a 45-minute complimentary phone consultation with SKC founder and marketing/PR veteran Sharon Sim , click below to schedule a call now.

5 Ways to Control Your Message in this Brave New World

Fri, 18 Nov 2016 23:42:25 GMT

The internet has forever changed the way news is distributed. From blogs to podcasts to social media and 24-hour online news, your customers are consuming information in a whole new way. Regardless of your company’s brand, service or product, the changing media landscape means more opportunities to get your company in the public eye. But are your messages registering with audiences in ways you intended?

Here are 5 ways to control your message in the brave new world

1. Shapen the Saw

Doing business in a 24/7 world requires having a laser focus on where you stand in the market and how your various audiences perceive you. Marketers may be too busy meeting quarterly goals to stay abreast of all the emerging issues and trends that impact their industry. Tap in to your in-house communications expert or your PR firm to conduct ongoing research to help review, refine and refresh your messages so they consistently deliver your company’s unique value proposition.

2. Diversify Your Cyber Presence

Social media feeds and blogs have emerged as established news outlets, with contributions from key influencers, editors, senior writers and corporate CEOs. This means that there are more outlets to get your messages to, more influencers to influence, and the increased need to push out continuous message feeds. Count on your communications team to deliver your messages to help influence what gets blogged and tweeted about with the goal for others to perceive you in ways you originally intended, no matter the channel.

3. Deliver Your Messages, Again and Again

Reaching prospects and retaining customer loyalty can be as easy as the click of a mouse. Develop a corporate blog, e-newsletter, eBooks and more to expand the shelf life of your marketing collateral while maintaining control over your messages. Update your website and social media pages with new or refreshed messages and infographics to amplify your messages. You wield more influence than you think.

4. Fortify Your Message with PR

This has happened to others. But let it not happen to you. Company X gets a coveted story in New York Times, but inaccuracies abound. The CEO may have misrepresented his company or the reporter may have heard him wrong. While we can’t control everything that is said, we can control our message to the media. With sufficient preparation and by having a trusted PR pro by you during interviews, and with proactive media follow-up, you can ensure your coveted media story helps you, not hurt you.

5. Steer the Ship to Control the Message

Nothing runs smoothly 100% of the time. When you need to share less-than-stellar news about your product, profits or plans, rely on the strength of your messages to weather the storm. Focus on the big picture, answer the obvious and keep the message positive. Your PR team can do a perception audit, help you create on-target messages and coach you on their delivery. The role of public relations goes far beyond media pitching. It is the protector and steward of your message.

5 Types of News to Consider When Writing a Press Release

Wed, 28 Sep 2016 23:45:49 GMT

While we live in a new world with a plethora of arrows in the PR quiver, the press release is still an important foundational tool to master and leverage. It is a shout-out to the world and helps draw the spotlight to your company and its stellar progress. Keep these five types of news in mind, and you’ll be creating a steady drum roll of good news to catch the media's interest as well as build confidence amongst stakeholders such as investors, partners, customers and more.

Here are 5 types of news to consider when writing a press release:

1. Company News - Strategic Developments

Any major company infrastructural change deserves an announcement. Your customers, potential investors, and industry media want to be kept in the loop, and are waiting for information on significant developments that may affect their work, projects, or daily life. New senior personnel hires, mergers and acquisitions, award wins, and large investments all are important events that can be publicized via a press release.

2. Customer News

Snagged a big deal? Reel in the praises and announce your new client. If your company is gaining traction, publicizing your progress will pull you even farther ahead of the rest. Gaining the approval from important customers to announce your deals can be tricky, but the resulting strengthened credibility and newsworthiness to journalists is worth the work to persuade them. Everyone will want to take a ride on your wave of success!

3. New Products or Services

New products, upgrades and improvements should all be broadcasted with vim and vigor. It is important to keep your customers aware of any advancement in your products or services so that they can benefit from your hard work. More credible than advertisements, and far less harassing, press releases inform the media of your advances so that they can, in turn, inform readers and potential clients.

4. Partner News

You know you’re on the track to success when a leading company asks to be your partner. Say it loud, say it proud - you are popular. Partner news show that your products or services are a hit, and that everyone wants to use them. Writing and distributing a press release will provide you with more exposure and more opportunities to gain customers, investments, and new partners to build your reputation.

5. Industry News

Act as an expert in your field by responding to the environment around you. If you are an educational technology company, you may want to leverage recent back-to-school stories by distributing a press release containing advice on how school administrators can smoothly welcome students back on campus. As an authority in your field, you will be considered an established source of information as well as a leading industry player. This will boost your reputation and create a durable image in the minds of your customers.

The press release is just one way to make an announcement offcial. It's up to you to customize, "pre-pitch" the media and follow up with your stakeholders. Are you pondering if your news is worth writing a release for? Now you have a “litmus” test!

8 Reasons Why Asian Companies Should Consider U.S. PR - Asian Entrepreneur

Mon, 19 Sep 2016 23:48:49 GMT

The Year of the Yang Red Monkey heralds a year of adventure and discovery, a time for new beginnings and for forging ahead. Are you an Asian company with your eyes and heart set on expanding in the U.S. market this year? On top of the 99 things to do, are your advisors also nudging you to launch a public relations program to bolster your company’s US presence?

You might be thinking: Seriously? What’s the big deal with PR? In China, our company just hosts an event and write a press release, hand out transportation money and the reporters will write positive stories about us.

Well, we’re not in Asia anymore. Practicing PR the Asian way in these United States is akin to using chopsticks to eat a meal of hamburger and fries. Despite valiant efforts, these slim sticks that had proven so useful back home simply can’t hold the burger as it falls apart, lettuce, tomatoes, meat and all.

The power of US PR is such that it has been known to help make or break companies. If done right, it can help catapult companies to new levels of public awareness, build and anchor reputations that may lead to new business and partnership opportunities. Below are eight reasons why public relations can be an influential ally for you in the US:

1. Create Your US Story/Message

Guided by the right PR partner, you can better customize and create messages about your company and products that uniquely position you in the eyes of US media and target audiences.

2. Avoid Media Landmines

As the US media operate by vastly different standards, you’ll benefit by avoiding landmines such as offering transportation money or calling a press conference for a no-news event. Savvy US media build their own reputations by writing insightful, objective stories about trends, companies and products, and will respect your company if you play by their rules.

3. Build Media Awareness, Expand Mindshare

While some maybe skeptical, other US reporters are open to proactive media outreach, done the right way. Once they’re on your side, securing positive and consistent coverage will anchor your company as the company to watch and follow in the minds of your prospective stakeholders such as customers, partners, investors, staff and more.

4. Builds Credibility

Every published and broadcasted media story is a way for relatively unknown companies to become known. It’s a way to build credibility and gain trust that can effect positive changes among those we seek to influence.

5. Increase in Sales & Market Share

As more people read and hear about you, the more they’re likely to want to buy from you, thus helping you carve a bigger piece of your industry pie.

6. PR Begets PR

Chain reactions can occur with earned media. Other media outlets can likely pick up stories without prompting when a good article catches their eye.

7. Control Your Own Story and Brand Identity

Public relations allows you to create your best self instead of entertaining the alternative of allowing outsiders or competitors to comment on you.

8. Save Money

A good PR program costs much less than an advertising program. Yet a media story that casts your company in a positive light is worth many times more than a paid advertisement in the same media outlet.

As you grow your company in this New Year of the Monkey, may it be filled with passion and resolve, and may your US adventure be filled with savvy PR moves!

Originally published at Asian Entrepreneurs .

If you would like to learn more about how SKC can help your company, click below to schedule a complimentary one-hour call.