As Co-founder of Top Voices Media, a media platform dedicated to startups, and former head of Marketing for Semrush, a leading online visibility management SaaS platform, Anna is out there making waves in the business world and beyond.

We picked her brain on her newest projects, the AI revolution, and her key to long-term success in the PR world. And we’re here to share all her valuable insights and experience with you.

Can you tell us a bit more about your work at Semrush and your new project, Tribume?

I’ve spent seven fantastic years as marketing lead at an amazing company, Semrush, and a few months ago I co-founded Tribume, a media platform for early-stage startups.

Tribume supports this mission by providing free quality content through newsletters, our web platform, and social media.

Our mission is to help startups navigate complicated ecosystems and build awesome products.

___________________

💡 And if you're looking to elevate your PR strategy, consider using Prowly — a comprehensive PR and Media Relations platform that seamlessly integrates all your internal and external communications in one place.

What’s one successful PR tactic you are using at the moment?

I have a very polished LinkedIn account that represents all the major projects I’ve been involved in, both commercial and non-commercial. I use LinkedIn a lot, especially for different kinds of relations management for Tribume, including interacting with journalists, tech enthusiasts, VCs, accelerators, and others. 

I invest a lot of my time in building relationships with tech journalists and analysts to secure the rights to republish their content on the Tribume platform.

Another major focus is community relations: I work hard on building a positive reputation for Tribume in the startup community. Our product is community-driven by design. We aim to give tech professionals a voice by publishing their expert opinions and articles, much like journalists do.

How do you feel about using AI in PR? Do you use it in your work?

As Chief Editor at Tribume, I need to stay up to date on the massive information landscape, reading a lot of news, reports, studies, and more to grasp the most important happenings in the startup and technological industry.

I frequently use ChatGPT to summarize huge reports from platforms like Crunchbase, Sift, and others that offer valuable insights on tech companies, funding data, and market trends. 

I can also see that AI is being effectively used in media monitoring, sentiment analysis, and even in creating initial drafts of press releases. I hugely support this trend as automation helps streamline repetitive tasks, allowing PR professionals to focus on strategic activities, such as storytelling.

What skills do you think PRs need to be successful long-term?

I think storytelling is a major one.

Technology changes the tech stack, channels, and they may even start writing for us soon, but real human storytelling will remain something only people can do. So, the skill of creating a compelling narrative around a brand and crafting stories that resonate with the target audience is the main skill you need to fine-tune on a daily basis.

Today, companies act as media outlets, creating their own content and telling their stories directly through blogs, podcasts, and video series.

You need to know how all this storytelling seeding works to get the right harvest out of it.

What is a commonly held belief in public relations that you passionately disagree with? 

Some people consider PR as something close to advertising, which it is not.

👉🏼 PR is about managing the information flow between a brand and its audience and building strong relationships.

It is like in normal life: the better relationships you have with people, the better they understand you.

So PR is exactly for that purpose, to make people understand your brand, its values, and its long-term mission. It is a much bigger and more long-term strategy than simply advertising, which is about one-way communication.

What trends do you see in PR that you’re excited about?

The PR landscape is evolving rapidly, with several exciting trends that are shaping the future of the industry.

The first one is data-driven PR, which is what Semrush does a lot and very successfully, using its own data to create beautiful data-driven stories for not only industry publications but for mass media as well.

More tools are helping PR people work more effectively, with Prowly being one of them. I really like it! It helps form more personalized pitches, leading to better-targeted communications and higher engagement rates with journalists.

Another big trend is the continuous development of integrated marketing communications. PR is increasingly integrated with other marketing disciplines, like social media, content marketing, and influencer marketing. This holistic approach ensures consistent messaging and maximizes the reach and impact of campaigns.

Coordinating PR efforts with broader content strategies helps in creating cohesive brand narratives that resonate across multiple platforms.

________________________________________________________

💡 Looking to take your PR game to the next level?

Prowly provides a unified platform for PR and Media Relations, centralizing all your internal and external communications for maximum efficiency and impact.

As part of the Semrush family, Prowly is uniquely enhanced with Semrush data, offering insights and capabilities not available in any other PR tool.

The post #PRChat with Anna Lebedeva, Co-founder of Top Voices Media appeared first on Prowly.

Prowly starts the show on the 13th of March and runs one 30-minute episode each and every day until Friday the 17th. You can take advantage of this free event to gain a fresh perspective and new ideas to take your PR game to the next level.

What’s on?

PR Episodes are a daily 30-minute journey through the hottest topics PR has to offer. We’ll be treated to a walk of industry stars such as Tonya McKenzie and James Hayward-Browne and get a peek at their insights and expertise on subjects from AI and Technology to Social Responsibility.

Get hooked on our daily series and stay ahead of the competition with the latest trends and strategies in the industry.

Broadcast schedule

🎙Topic: Social Responsibility

🗓 Date: Monday 13.03

Tune in for “Corporate Social Responsibility: From theory to practice”

Talks and stories from active CSR practitioners that will help you understand how to turn abstract concepts into concrete solutions you can utilize to make a real impact.

Starring: Molly Baker McPherson and Claire Baumann

Directed by: Aleksandra Kubicka

🎙Topic: AI and Technology

🗓 Date: Tuesday 14.03

Join us for “Skills you need to adapt to the age of digital PR” 

A fireside chat where you will learn the top skills needed to thrive in today’s fast-paced digital landscape, from using online media databases to writing press releases with AI, and introducing AI to your work.

Starring: Rebecca Moss and Gini Dietrich

Directed by: Jim James

🎙Topic: Digital PR and Link Building

🗓 Date: Wednesday 15.03

Don’t miss “How to make your digital PR campaigns get to the top?”

Discussion to inform you about the key aspects of creating successful digital PR campaigns that will blow competition out of the water.

Starring: Jennifer Grey and James Hayward-Browne

Directed by: Sophie Rhone

🎙Topic: Reputation Management

🗓 Date: Thursday 16.03

A story of overcoming adversity “Good sentiment, bad sentiment: working through a reputation crisis.”

A knowledge-filled Q&A session, where you’ll learn how to identify and mitigate risks related to your company’s reputation, as well as the most effective ways of responding to any crisis.

Starring: Tonya McKenzie

Directed by: Jennifer Berson

🎙Topic: Data-driven PR

🗓 Date: Friday 17.03

And for the finale “Data-driven PR in action: case studies and best practices”

This presentation will showcase real-world examples of successful data-driven PR campaigns and highlight best practices and key takeaways that other PR professionals can use to inform their own strategies.

Starring: Jana Garanko

Meet the cast

PR Episodes are a unique opportunity to access the top industry experts and their priceless insights for free. Let’s take a closer look at our star speakers and moderators.

📌 James Hayward-Browne, Co-founder of creative PR agency Bottled Imagination

Starring as: a Speaker

From scaling up start-ups to making big names even bigger, James is an award-winning creative turned marketer with more brands under his belt than content he's created. And there’s been a lot.

📌 Rebecca Moss, Digital PR Director - JBH

Starring as: a Speaker

Rebecca heads up the Digital PR team at JBH, delivering creative campaigns for household brands such as HD Brows, Tails.com and NIO Cocktails to name a few. Rebecca has worked in SEO for more than 10 years, specializing in content marketing campaigns and link building.

📌 Jim James, Author and Podcast Host

Starring as: a Moderator

Jim has built businesses from a suitcase over the past 25 years using public relations. He started EastWest Public Relations in 1995 and has opened offices in Singapore, China, India, and the UK. He is the host of The Unnoticed Entrepreneur podcast, is a published author, and is a coach to young, up and coming entrepreneurs.

📌 Jennifer Grey, Digital PR Lead at Green Park Content

Starring as: a Speaker

Jen Grey has been in the Digital PR industry for a decade, during which time she's led global teams and developed Digital PR strategies across multiple continents, totalling £1M+ revenue. She currently heads up Digital PR for Green Park, an award-winning content performance agency who specializes in creating meaningful content which impacts people's lives. She is an experienced speaker, university mentor and presenter. 

📌 Sophie Rhone, PR Expert

Starring as: a Moderator (Director)

Sophie is a leading PR expert with 11 years experience in the industry. Based in Manchester, Sophie is now a freelance senior PR consultant helping brands establish their Digital PR Strategies.  

📌 Gini Dietrich, CEO of Spin Sucks

Starring as: a Speaker

Gini Dietrich is the founder, CEO, and author of Spin Sucks, host of the Spin Sucks podcast, and author of Spin Sucks (the book). She is the creator of the PESO Model and has crafted a certification for it in partnership with Syracuse University. She has run and grown an agency for the past 15 years. She is co-author of Marketing in the Round, co-host of Inside PR, and co-host of The Agency Leadership podcast.

📌 Jennifer Berson, Founder of Jeneration PR

Starring as: a Moderator (Director)

An award-winning PR agency owner and mentor, who has helped thousands of international agency owners scale their businesses to six figures, and was recognized by Inc. Magazine, Forbes, Apple, and more.

📌 Jana Garanko, Head Of Public Relations at Semrush

Starring as: a Speaker

Jana is the PR Lead at Semrush. Jana changed the profession of journalist to PR activity in Semrush and achieved to increase the brand awareness of Semrush globally to more than 300%, secured Semrush’s unique coverage in media like WSJ, Business Insider, The New York Times and others.

📌 Tonya MCKenzie, PR & Leadership Consultant, CEO of Sand&Shores

Starring as: a Speaker

Tonya McKenzie is a leadership and communications consultant. She is also a speaker, author, and LA County Commissioner. Tonya’s firm, Sand&Shores works with businesses, organizations, and entrepreneurs to help them tell their stories, elevate their message, and build a strong reputation in the media and the communities that they serve. As a child advocate, Tonya penned a memoir titled, A Child’s Memories of Cartoons and Murder.

📌 Aleksandra Kubicka, PR Evangelist at Prowly

Starring as: a Moderator (Director)

PR Evangelist working in Prowly, passionate about sharing knowledge and experience with others. She has been in the public relations and B2B communication industry for 14 years, in various organizations, including local boutique PR agencies, multinational startup teams, and corporate communication departments of global brands. She started her career journey with a Corporate Social Responsibility project, and it has remained one of her favorite areas ever since.

📌 Claire Baumann, SVP at BCW Global

Starring as: a Speaker

With leadership roles at McKinsey.org, the United Nations Foundation and the Obama Administration's State Department, Claire Baumann brings nearly two decades of expertise in purpose and sustainability to BCW's clients.

At BCW, Claire serves as senior counsel on issues that include climate and carbon, oceans and geopolitics for clients across CPG, real estate, and technology sectors. Previously, Claire served on the executive leadership team for McKinsey & Company’s sustainability and circular economy venture McKinsey.org. Prior to McKinsey.org, Claire was one the original architects of the SDG Media Compact, launched by the UN Secretary General in September 2018, while at the United Nations Foundation in New York.

📌 Molly McPherson, Author, Podcast host and Educator

Starring as: a Speaker

Public relations expert Molly McPherson knows how to handle a crisis. Her experience in public affairs, emergency management, and the news media enables Molly to help clients prepare for and manage communication crises by creating an indestructible PR plan of action. Molly is a podcast host, bestselling author, and creator of a popular TikTok account that makes PR crises easy to follow and easy to avoid.

See you at the premier

Prowly’s PR Episodes will be a star studded online event to remember. We roll out the red carpet March 13th, where you’ll have the chance to see top industry experts strutting their stuff and sharing their priceless insights every day for five full days, one 30-minute episode at a time.

Gain a fresh perspective and stay ahead of the competition with the latest trends and strategies in the industry all for free.

And don't you stress if you just can't catch each and every show, as all episodes will be available on-demand for all registered attendees following the live events. So join us for the premier of PR Episodes and just sit back, relax and enjoy.

The post PR Episodes 2023: Prowly’s Must-See Event appeared first on Prowly.

As if that wasn’t enough, Jim is host to the top 10 rated podcast "UnNoticed Entrepreneur" and the author of a book of the same title. Using his own words, he’s “on a mission to help entrepreneurs to unlock the value in their business by getting noticed.”

He also led a PR Episodes session about "The Skills You Need to Adapt in the Age of Digital PR" (which you can now watch on demand).

Let’s find the recipe for PR success according to Jim.

What are the top 3 things you learned from managing EASTWEST PR for over 27 years?

• An agency is only as good as the consultant serving the client. Clients engage a great agency and terminate a lackluster consultant.
• Clients become demanding when they feel that the consultant is without a plan.
• Agencies need to innovate 10-15% ahead of the client; too far ahead and the client sees too much risk, not far enough and the client doesn’t see added value.

What inspired you to start a podcast?

I wanted to serve people with a new format of content which builds empathy and is inherently easy to consume on demand. Sharing a voice is more intimate than just words, and a podcast can be used to deliver a conversation between people in a way that the written form doesn’t allow. I’ll also admit that I love the challenge the technology poses; podcasting is at the intersection of creativity and technology.

What PR tactics do you use to promote The UnNoticed Show podcast?

The podcast really is a magical content fountain and, as we know, PR now is about providing earned and owned media with useful information. Each podcast is written into articles which are then shared on our own social channels, but also syndicated by RSS to other sites creating backlinks. I curate the articles in The UnNoticed Entrepreneur books, we’re published up to Volume Two and Three is in production. I entered the book into the British Business Book Awards and was a finalist this year, and that gave me media exposure. 

So the podcast itself is not the news, but the content which flows from this fountain of content enables me to offer value to both my own channels and traditional media outlets. The products I create become newsworthy and this then builds my reputation.

Protip: If you're also a book author or a publishing house, here's a step-by-step guide to creating book press releases (and a distribution plan) that might come in handy.

What are the essential press materials to include in a media kit?

Media kits need to be built with the “drag and drop” practice of journalism in mind. The easiest way to generate coverage is to offer quality assets in the different formats which media need them - ie. text, images, audio, video. We want the journalists to be able to stitch together a story almost as they would a patchwork quilt. Each journalist will create a different design but the elements will be the same.

Assets include (assume one set in digital publishing file size (<500k) and one for print (>1mb):

• photos of key people;
• logos in color, b+w, transparent background…in jpeg, Vector file format;
• milestones of the company (infographics);
• industry facts and figures;
• key terms glossary;
• product summary;
• product / service photos & icons;
• brand guidance.

How do you stay in the know about your media contacts and their beat?

The Prowly media platform is now augmenting Twitter lists and reading publications. Having one central resource in Prowly is a salvation as Twitter isn’t built for information management. I do check Twitter for #HARO and #Journorequests but in time I hope that will be also covered in the one platform.

What are five reasons to read your book?

I can’t give you five, but I can give you fifty. Fifty entrepreneurs and experts share their insights in articles which on average take 10 minutes to read; it’s probably the most efficient way to listen to fifty people from around the world explaining everything; from deep listening to artificial intelligence, from content creation to amplification, and as far out as digital empathy.

But let me give you four more:

• it’s an amazing value to learn from 50 experts for less than the price of a meal.
• as an entrepreneur myself, I’ve included what I know will work.
• this is volume two, and number three is on the way so the series is going to look impressive on the shelves.
• the one dot in nineteen represents the 5% of the world who are entrepreneurs. So if you’re part of the 5% this book has you on the cover.

How do you go about tracking media coverage and measuring your PR efforts?

There are two parts here:

A. Measuring effort. I have developed the Active Communications Index which is a simple formula: 

Content x Channels x Frequency 

Keeping the ACI consistent is the key to effective public relations over time.

Of course, I also use the social media indexes of impressions and engagements, I can’t control the algorithm but I can control my work.

B. In terms of media coverage, I am now starting to use Prowly monitoring and this is proving to be very effective. I like that it is integrated with the distribution platform as we can then see the effectiveness of a press release, and by measuring this we can refine the releases just as advertisers test their assets.

C. The ultimate measure of our PR is an uplift in traffic to the website and dedicated landing pages, as PR in my view lives beyond the funnel but whispers to the audience to come and look over here at what we are doing; to enter our funnel and to start the process of engagement.

Learn "The Skills You Need to Adapt in the Age of Digital PR" from Jim James, Gini Dietrich, and Rebecca Moss during this 30-minute PR Episodes session.

The post Prowly #PRChat with Jim James, Founder & Managing Director at the EASTWEST PR group appeared first on Prowly.

In this chat, we'll talk with CEOs and PR experts about the latest trends, anti-trends and challenges in PR, and also discuss how to navigate them. From the increasing importance of SCR strategies to the rise of micro-influencers, we'll explore the changes that are shaping the industry and offer tips on how to stay ahead of the curve.

Our special guests today will be: 

• Claire Bahn, CEO and Co-Founder of the Claire Bahn Group
• Simon Brisk, Co Founder of Click Intelligence 
• Daphne Tse, Digital PR Strategist at Seoplus+
• Yoav Morder, Search & PR director at Ryze
• Steve Saleeba, Senior Director of Accounts and Media Relations at Hollywood Agency
• Tabby Farrar, Senior Digital PR Lead of Candour
• Matias Rodsevich, CEO of PRLab

1. What are the most notable PR trends that are currently shaping the industry?

💬 Claire Bahn, CEO and Co-Founder of the Claire Bahn Group:

"2023 PR will continue to see growth in audience expectations for clarity and consistency with company social responsibility initiatives, not only for the company itself but also for the leaders of the company. With the abundance of access consumers have to the personal profiles of executives and founders, it is no longer an option for those leaders to just go along with the company’s social work behind the scenes. They must also promote those values through their own personal brand if they want the public to believe they are sincere in their efforts."

💬 Simon Brisk, Co Founder of Click Intelligence:

"As per my observations, we need to focus on mission and value-based storytelling. The year 2020 marked a turning point for several brands. DE&I (diversity, equity, and inclusion) became a global priority. The focus on mission- and value-based storytelling for all brands will continue to be a part of this 2023 PR trend. People prefer to support businesses that share their values!

However, customers must first see those principles put into practice; this involves genuinely walking the walk, taking responsibility, and emphasizing your client's commitment to action. Put socially aware storytelling at the top of your priority list while developing pitches and press strategy.

Secondly, the comeback of live, in-person events is one of the most exciting 2023 PR trends as the world is starting to open up again. To promote your clients and your agency, take advantage of opportunities like industry conferences, pop-up shops, and networking events. There are countless options! Work with your clients to rethink their launch strategies to include live events again. However, remember that some customers still need time to adjust to IRL situations. You can start with smaller events or use a hybrid approach with a virtual component to reach individuals at home."

💬 Daphne Tse, Digital PR Strategist at Seoplus+:

"I think we will continue to see more companies discuss DEI efforts and healthy workplaces on social media. I think when companies are transparent about how they operate as a company, their credibility and trust in the public increases. In addition, I think companies will start to pull back from new tech and AI and focus on organic content to generate more organic responses. This might mean posting or launching campaigns to better relate to their target audience in order to earn their trust."

2. What are some of the strategies in PR that are falling out of favor or becoming less effective?

💬 Yoav Morder, Search & PR director at Ryze:

"In 2023, we should leave behind paid media coverage. Businesses have a tough financial year ahead where inflation and recession make it hard for businesses to allocate handsome marketing budgets to drive results. Undoubtedly, paid media coverage helps increase and boost visibility instantly, but for the upcoming year, it will not be a financially healthy activity for PR."

💬 Steve Saleeba, Senior Director of Accounts and Media Relations at Hollywood Agency:

"I’m in the camp that all of these elements should continue to play an important role in brands’ efforts to reach various groups of stakeholders, but they need to be executed properly.

If I had to expand on what I consider to be the less important trends, I believe in-person events are more powerful in terms of personal connection, but online events still reach people who aren’t local and can’t travel. Press releases should be used less as a tool to reach media, and more as a company news announcement. They can live in your online newsroom, on social media, and with wire services, which can boost SEO.

If I had to pick one to leave behind, it’d be aiming for viral campaigns. Think of marketing as an investment strategy or as a classic sports analogy, it comes down to a simple risk-reward analysis. A properly employed, integrated marketing program is going to guarantee you a significant and steady return. When you have all those fundamentals in place, you can afford to take the occasional risk (swinging for the fences, half-court shots, buying “the next bitcoin”) with the knowledge that the odds are not in your favor."

3. What are some of the anticipated challenges that PR professionals will face in 2023 and how can they address them?

💬 Tabby Farrar, Senior Digital PR Lead of Candour:

"I think the biggest challenge for the year ahead is going to be standing out in an ever-expanding sea of PRs and pitches. Journalists who used to tell us they were getting anywhere from 15-50 pitches a day are now receiving 600-800, and while we can assume that many are irrelevant or poorly-targeted, it also seems as though the digital PR industry has expanded at a disproportionately high rate in the last two years as more and more businesses have looked at ways to increase their online presence.

There are more people creating and pitching PR campaigns and a broader range of client budgets being catered to than ever before. Plus, the digital PR boom has caused traditional PR agencies to try and pivot into using tactics like content-led and survey-led outreach that were once the domain of SEO-oriented PR professionals. When you bring it all together, it's not just an increase in the sheer number of pitches - it's an increase in the number of genuinely useful and interesting campaigns and great headlines, which means work that would have almost guaranteed widespread coverage 3 years ago may not even be opened now.

Some PR people prefer not to send follow-ups, others will follow up over the phone - how and when you nudge after pitching should be determined by the journalist's personal preference wherever possible, but for me it's not an option to just not follow up at all.

Recently, I had three writers from national newspapers in the UK come back to me asking to have a story as an exclusive in response to the second follow-ups that I sent them. They had genuinely missed the initial pitch and the first follow-ups in their inboxes, but all three loved the story so much they wanted to be the first to run it. I think that says a lot about how much harder it is to get coverage now compared to a few years ago.

Good PR is always about getting your timing right, crafting the best possible subject line, headline and pitch, being super careful with your target lists and ensuring that whatever you're pitching is genuinely interesting and/or useful. But for 2023, I think we can expect that more time is going to be spent on pre-seeding campaigns and taking the time to make highly personalized follow-ups in order to maintain results."

Matias Rodsevich, CEO of PRLab:

💬 "As demands have grown, becoming both a generalist and a specialist has become necessary. Prioritizing will be crucial, as will outsourcing minor duties when required. While many of us would like to do everything all at once, that's not possible. The biggest challenge to succeeding in the industry in 2023 will be the need to continuously upskill in one or several areas, especially in light of the economic situation. Larger, expensive agencies will likely suffer, so smaller, less costly agencies should upskill to prepare."

The post Prowly #PRChat with CEOs and PR experts about PR trends and challenges in 2023 appeared first on Prowly.

In his 20+ years of high-level experience, Ali has had a front-row seat to the inner workings of all things PR while representing an amazing list of clients from the world of sports, entertainment, fitness & health and beyond. After climbing to the top of the London PR industry with a number of global brands, he has now brought his insider’s skills and perspective to his own agency, where he continues to excel. 

Here’s what Ali had to say about the topics we asked him about. 

Can you tell us a bit more about your work at Reachology?

Reachology is a new hybrid SEO Digital PR agency that helps brands achieve online visibility, which in turn helps improve their SEO and their page ranking on Google.

Why is digital PR important for SEO?

Digital PR is important for SEO because it uses organic, earned content to secure backlinks and mentions. These are crucial for how Google views a brand’s authority and relevancy.

What’s one successful PR tactic you are using at the moment?

For us it’s less about tactics, which can be seen as a short-term focus and more about our long-term objectives.

From a client’s perspective, it’s about us understanding their goals and objectives. How we can help build their brand and join up activity such as content, SEO and backlinks while offering measurable results which show success and makes us accountable as an agency. We do this via our own in-house tools.

From the agency side, we look at the audiences we are targeting and the messages. Also how we can help accelerate sales cycles and create brand awareness.

What is a commonly held belief in public relations that you passionately disagree with?

That all PR is the same and that all agencies work in the same way.

Digital PR is a relatively new sector and focuses on brands that understand consumers are now online, and this is where they need to be in order to engage with them.

There are certainly more players in both the digital and traditional PR fields, but in my opinion, many agencies still do the bare minimum and employ a box-ticking mentality rather than challenging themselves to improve their offering and work in new ways.

What skills do you think PRs need to be successful long-term?

A love for media. Tenacity. Being analytical and understanding audiences. Being creative and strategic. Being an optimist and a realist at the same time. Enjoying working hard and getting things done. Being good with people.

What trends do you see in PR that you’re excited about?

Brands are starting to realise the benefits of digital PR and how it can help them. Gone are the days when you needed three separate agencies (PR, SEO, PPC) when results can be achieved with a good digital PR campaign.

Audiences are now focused on communicating, engaging, shopping and reading online. Increasing a brand’s online visibility simply means the can be found easier and quicker.

How do you go about tracking media coverage and measuring your PR efforts?

We use two in-house measurement tools that we created ourselves. ReachScore allows us to assign a score to mentions, ranging from national newspapers sites to blogs, social media and specialist sites. Q-Flux is a measurement formula for backlinks. We use Moz DA, Core Web Vitals scores, SEMrush traffic and keywords scores and relevancy in a weighted calculation.

The post Prowly #PRChat with Ali Sheik, Director of PR at Reachology appeared first on Prowly.

As a CEO at Aeris PR with over 10 years of expertise in tech communications, Katerina specializes in developing brand awareness for startups around the world. Through her work, she supports female entrepreneurship through her international ‘Womenpreneur club,’ a community for successful businesswomen.

In this chat we asked her about the peculiarities of doing PR for tech companies, the differences in PR strategies for startups and mature companies, emerging industry trends, and more, so keep on reading!

1. What is exceptional about doing PR for tech companies?

There is a big difference between PR for a tech startup and, for example, a beauty brand. PR in different industries has its own features. To work PR in tech, you have to understand the tech industry, know the journalists and editors covering this topic, and be aware of trends and topics that are discussed by its community. Tech startups need to create trust and credibility because reputation in this industry is crucial. 

The tech industry is all about innovative services and new technologies, which have to be explained to the public. What it is about and how it works and why it is relevant right now. You need to know how to explain complicated and sometimes boring technical things in a clear and simple manner.

Also, what sets tech apart from other market niches is its very high development pace, and we have to adapt to that in order to stay current.

2. Why did you choose to focus your PR activities on technology brands?

I have a Master’s degree in Public Relations, and when I was in my second year at university, I got hired by a tech startup as a PR manager. And I immediately fell in love with the IT world! It is very inspiring to work with people who are doing innovative things. I love tech, robotics, AI, fantastic movies, and everything about the future, so I couldn't have imagined something more fascinating for me.

3. How does creating a PR strategy for startups differ from doing it for mature companies?

In a startup, you have a great deal of freedom and can do almost anything you want because you don’t need to get multiple approvals for each step you want to take. This means that you can be more creative and bolder, and what is really important, all processes are usually much faster. This includes communication, approvals, edits, etc.

4. What trends do you see in PR that you’re excited about?

I love seeing the trend toward sincere communication. For example, stories of failure or struggle are more and more popular now. Sharing experiences and getting away from inauthentic representations is as important as ever in the post-pandemic, politically, and socially challenging times that we’re living through today. In order to have true and effective contact with our audience, we need to be honest and foster human connections.

Another trend that I see is the use of technology in PR work. I believe the best way to go about it is to complement human efforts with the latest software that helps us focus on the creative part of our job, not on the boring parts.

For example, AI technologies are booming and allow us to collect relevant emails or monitor the news and analyze public sentiments. I am very skeptical about technology replacing people in communications; as of now, I am sure that the human element is essential in providing high-quality PR services.

By the way, if you're planning to start using AI in your company, make sure to do it ethically - and you can learn it from this guide.

5. How do you stay in the know about your media contacts and their beat?

By using Twitter and LinkedIn, I have all the news in my feed daily. And I absolutely have a habit of checking where a journalist works and whether they have changed their beat before sending them a new pitch each time.

6. Speaking of technology — do you use any software tools in your day-to-day work?

My favorite go-to tools are:

• Zoom — I have a lot of calls and work remotely;

• Notion — is an absolutely wonderful tool to store information and present it to people in all kinds of formats;

• Miro — is my favorite collaborative whiteboard platform;

• Dilims — this app helps me to plan my communication with partners and clients around the world by providing visibility of our time differences;

• Be Focused — this tool helps me stay more productive.

The post Prowly #PRChat with Katerina Antonova, Founder and CEO at Aeris PR Agency appeared first on Prowly.

Tonya is a founder of the Sand & Shores PR and Leadership firm with over 20 years of experience. She also hosts not one, but two amazing podcasts: My Morning Coffee and Leaders & Learners, and organizes #PRLunchHour - live meetings on Twitter Space. Since September, Tonya has become Prowly’s brand ambassador, meaning we support each other with all activities.

Recently she joined the PR Episodes online event where she shared her guide to "Working Through a Reputation Crisis."

What differences do you see between creating PR strategies for non-profit and private organizations?

Non-profit organizations are deeply rooted in doing good, contributing to society, and being a solution. It comes with the branding of being a nonprofit. The general public already knows that you do good things.

The challenge comes with sharing who you help, how you help them, and the story or stories that have brought you to the present point. The strategy is based around which story, the elements of that story, and how you are impacting lives as opposed to private companies. They do not necessarily have to contribute to any charity or cause.

With private companies, the strategy is based on who they (the company) are, what they do or produce, and why their target audience should care. The strategy has to find creative ways to communicate their differences, their unique selling proposition, and how they are solving a problem in a unique way. Most importantly, the strategy should include a cause to champion that is authentic to the company’s brand and mission.

Can you tell us a bit more about the podcasts you're hosting?

Leaders & Learners is my company’s podcast. I speak with elected leaders, organizational leaders, experts, authors, and artists. They share their stories of overcoming trauma, tragedy, and setbacks, and how they learned to triumph.

In PR, many times we as practitioners struggle to get clients to understand that the best PR isn’t flashy and sexy. It’s the stories that resonate with the public and trigger them to get to know, like, and trust our clients. It’s showing how one expresses their thought leadership. Leaders and Learners can be heard on Spotify, Apple, Google, and other places you listen to and watch your favorite shows. Spotify is audio and visual.

I co-host My Morning Coffee Podcast with Gia Neil, a 30-year plus Lieutenant for the Los Angeles County Sheriff’s Department. We are both members of the Zeta Phi Beta Sorority and we lost a sister to suicide a few years ago. Our effort to heal and exploratory revelation motivated us to start a safe space where we can talk about the tough issues in a nonjudgmental way with others that may be going through tough times or even have news to celebrate.

Our conversation is always hot, bold, and full of flavor! Nothing is off limits, and everything is on the table. From celebrities to small business owners and grassroots activists, My Morning Coffee is the best way to start your morning.

How do you manage to have time to host two podcasts and not run out of content?

One thing is for sure, change is inevitable. And that makes people uncomfortable. We love uncomfortable spaces. Having discussions that matter, that teach, that elevate, and that empower always delivers an unexplored path. Our best content comes from people. None are the same. No problem is the same. Even with solutions, math teaches you that we can all get to the same answer but how we get there can vary. The journey is the story, the content.

What are the best three storytelling examples you've ever seen in PR?

• Everything involving Ben & Jerry’s is always a great example because they stay on brand, always take a stand, and cause a social reaction. I feel like people run out and support them even more when something happens.
• George Floyd and his story have been great for storytelling. As traumatic as it was to watch what happened to him, the stories about his life, the lives of the witnesses, his family, and the city have resonated with the public. The way that these stories are told, you find that we have more in common than we think.
• Abbot Elementary (ABC) has done some of the best storytelling. They have told the story of the show and the leadership. Getting the public to know and care about how a show started is unique. They then engaged us with their characters. The reality is, most of us have had teachers and administrators similar to their characters. The show resonates with a large part of the population. They talk about things that we can all relate to. Great storytelling.

What skills do you think PRs need to be successful long-term?

PR Pros need to be good writers and connectors. Everything that we do involves writing, from pitches to proposals. We correspond with reporters and the media. Especially since we are in a digital world, our ability to communicate through writing has to be thorough and clear without being excessive. Value is placed on public relations professionals with a robust network. You build your network by being a good communicator. They go hand in hand.  The better you are at both, the better you will be as a PR professional.

How do you stay in the know about your media contacts and their beat?

I am a member of several PR, comms, and leadership groups. This allows me to stay connected to changes in the media landscape in real-time. We share news, updates, hot topics in the field, and ideas to explore to get in front of stories. I maintain relationships with the media by staying in conversation, not just when I need to pitch a story. Having mutually beneficial interactions always works out for the best.

I am in groups on Facebook like Women in PR, Resect the Publicist, and Publicist for the Culture. I am in LinkedIn groups. I am a Co-Founder of #PRLunchHour on Twitter Spaces and I serve as Vice President of the Black Public Relations Society of Los Angeles.

As a PR pro with over 20 years of experience - what trends do you see in PR that you’re excited about?

• More podcast measurements and AI seem to be on the rise. For me, a podcaster and somebody that finds value in getting my clients booked on shows, this is amazing. Also, more podcast platforms are offering audio AND visual content which is a dynamic way to add context to the conversation.
• Social Commerce is a trend on the rise that will greatly benefit the industry. When PR efforts trigger a reader or viewer to want to learn more about a brand or buy something from that brand right where they are consuming the information, it’s a win for the client and the professional. In real-time, you can witness the impact. Even though our job isn’t to increase profits, it certainly shows our worth.
• PR as a business solution is a rising trend. When a company measures the results of its marketing and brand awareness, more often than not, they find that they have not deployed a comprehensive PR strategy. When done right, it solves many of the possible problems and fills the gaps that are left when a good brand is not connecting its products and services to its target market.

Couldn't make it to the PR Episodes live event? Now you can watch it on demand!

During this discussion, Tonya McKenzie and Jen Berson will share their tips on building a bulletproof brand and working through a reputation crisis.

The post Prowly #PRChat with Tonya McKenzie, Founder at Sand&Shores Firm appeared first on Prowly.

Follow her on Twitter for tons of interesting stories, especially introductions to women who are making waves in the business world and beyond. Here are Alessandra’s replies to our Prowly #PRChat questions. 

What do you enjoy most about working with female entrepreneurs?

I find female entrepreneurs to be so inspiring, and I love how working with them helps motivate me to do more in my business as well. Women are so supportive and strong, and I love seeing what they're creating. Women make things happen — the women I work with are so efficient and just figure out how to get from where they are to where they want to go without letting anything stop them, and I love to be around it and be a part of it.

What are the crucial elements of a cohesive visibility strategy?

Consistency and clarity in messaging, and 100% belief in that messaging. Media and audiences can tell if you're not standing behind your message fully, or you're trying to make something seem bigger/more important than it really is.

Make sure your messaging is totally honest, and you believe in it. If you are and do, and the message is also super clear and easy to understand, you'll be in great shape if you get that same messaging out there consistently. If any of those pieces aren't aligned, everything will be much harder, and it won't have that cohesive quality that is so important in having the impact you want.

What is a commonly held belief in public relations that you passionately disagree with?

There is a lot of misconception around PR being such a cutthroat, stressful field where you have to work 24/7 and be constantly ‘on’ and available in order to be successful and get ahead. While there are client industries and instances where that can certainly be the case (if you work in crisis comms especially), I believe that in most industries and cases and agencies you should be able to have a healthy work-life balance while building a successful career in PR.

What’s a recent thing you tried in your company that you were surprised by the result of?

I believe in work-life balance, and working smarter. In the time since the pandemic hit, we have instituted a four-day workweek, which has worked really well for us.

Of course, if major media opportunities come up on Friday we'll still jump in and handle it right away, but for the most part, Fridays are the quietest day for media (we never pitched on Friday anyway) and unless we have an event or a weekend news segment coming out, we have been able to successfully avoid work hours on Fridays.

I still tend to use the time for other projects, like recording my podcast and editing our magazine, or strategic planning, but for the most part and for the rest of the team, client work happens Monday through Thursday.

What skills do you think PRs need to be successful long-term?

Likeability. Clients, media, and other contacts have to like you in order to want to work with you.

Also, storytelling - since you have to be able to create the story, even where one may not be obvious, and you have to be able to communicate it in a way that makes a writer want to cover it. I would also add having a drive for consistent improvement.

PR can be tough. There's a lot of rejection or at least non-acceptances that come with the job, and you have to be willing to constantly work toward getting better at your craft. You'll get burned out and discouraged if you don't start securing better and better coverage, and in order to do that, you have to consistently work toward being better and better as a PR person.

What trends are you seeing in PR that you’re excited about?

The importance of data. PR is notoriously tough to quantify and track results for in real-time because as we all know, someone may see an article you secured yesterday three years from now and become the biggest customer/investor/fan of your client, long after you're even working for them anymore.

But, there is a lot we can in fact do these days when it comes to data and really informing our strategies and outreach with real data. Whether it's tracking increased website traffic the day an article goes live, being able to track email opens and coverage rates, there are all kinds of tech tools now that makes it easier than ever to track immediate impacts of your PR efforts and develop or update them accordingly. 

What’s the best advice you can give PR students and interns?

Get all the experience you can. There’s really nothing like experience when it comes to pitching and crafting stories with media. Every time I create a pitch and work with a writer I learn something new about what will be most effective, new strategies on how to work with them and get new ideas on ways to build a story for next time.

There’s just so much that comes from actually doing it, so try to get chances to practice wherever you can — internships, volunteering on a PR project for a nonprofit or school group, or even creating your own project that you can then use PR to promote. Having examples of quality media pieces that you secured will be the best way to get your first or next job.

Also, be friendly and likable. You're often asking for something in PR, but people like to work with and help people they like, and you're usually offering something as well. Make sure you let them feel that they may be getting something from the relationship too! Don’t forget to speak to them like a real person, and find real ways to connect and be memorable. 

The post Prowly #PRChat with Alessandra Pollina, Founder of Quotable Media Co. appeared first on Prowly.

This time we’re glad to have Kristen Skladd, Founder at KMS Group. With a background in journalism, she crossed over to handling PR duties for an amazing list of clients in hospitality, lifestyle, travel, product, healthcare, tech, entrepreneurship, and nonprofit organizations. Here’s her take on the relationship between journalism & PR and much more:

What are the crucial elements of a well-rounded PR approach? 

A well-rounded PR approach must include a concise strategy incorporating what the subject is and what makes it newsworthy.

In addition to writing a press release, I make sure that the journalists that I’m targeting have been researched, and this subject is within their wheelhouse.

I also like to ensure that my PR outreach has a social media component, blogging (if applicable), and guest-posting to websites to completely maximize exposure beyond just traditional press. If it’s a hospitality client such as a restaurant or hotel, or a product, influencer and blogger outreach should absolutely be included with the intention of a tradeoff for posting.

Is a journalism degree helpful for a career in PR? 

Absolutely! I actually earned my degree in journalism with the intention of becoming a journalist, which I did pursue and loved. However, when I made the switch to PR, I found that my background as a journalist only worked to my advantage.

Not only am I able to write my clients’ content, whether it be a press release or blog post, or thought-leadership piece, but I am also able to understand the inner workings of media.

My journalism degree led me to so many interesting people while in college that I was able to experience different newsrooms from TV to print to radio to online work-from-home digital and understand their deadlines, tight turnaround times, and more, which is crucial as a publicist.

What’s the piece of media coverage you’re most proud of?

I am most proud of a piece in Inc. Magazine on spring break that two of my restaurant clients were featured in. Spring break in Florida during the pandemic has been a very hot topic and with the influx of people both vacationing and moving here, the restaurateurs were able to give a firsthand perspective of what they were seeing and how they were responding to it.

What is the most gratifying part of your job?

The most gratifying part of my day is being able to work with so many exciting people and tell their stories! These people are doing amazing things in this world, whether advocating tirelessly for a mission, providing new and exciting technology that’s never been seen before, creating a product that’s unlike any other, or offering the coolest culinary concept we’ve ever seen – there are many stories that deserve recognition!

What is a commonly held belief in public relations that you passionately disagree with?

A commonly held belief is that coverage can be guaranteed and obtained instantly. You might have the most exciting story but unfortunately, if it doesn’t fit a publication’s editorial calendar or a writer doesn’t have the bandwidth to cover, it just won’t be picked up – or it might be a few weeks from now versus tomorrow.

What are some good online PR resources that you follow? 

I recently discovered some fantastic Facebook groups that are strong PR resources. Whether it’s publicists talking amongst one another about the nitty-gritty topics like client retainers or scope of work, or journalists asking for sources for their next piece, these have proven invaluable. Also, I subscribe to about 10 newsletters from journalists who ask for sources for upcoming stories, feature job opportunities and share their personal experiences in the field which has been an amazing insight.

Do you use any software tools in your day-to-day work?

Every day, I use either Cision or Meltwater to look up reporters’ contact information. This is especially helpful to know which reporters are writing about which topics and quickly find other outlets that they might write for (if freelance).

The programs also send a daily report, tracking client features or mentions in the news. I also use Zoom and Google Meet or Microsoft Teams weekly for team meetings as I work with a lot of clients or whitelabel for other firms who are in different time zones. Lastly, I’m not very fancy but I use Google Suite for creating spreadsheets and documents to help all who are viewing see updates as they happen.

What’s something you or your team have recently achieved that you’re really proud of?

Right now, I am really proud of working with an animal welfare nonprofit organization that is helping to raise funding for rescues and shelters across the country as part of a 50-state tour. Animal welfare is a cause that is very close to my heart, and I really want to see this organization continue to succeed and change the lives of less fortunate cats and dogs everywhere. I am very proud each time that we secure coverage to further the mission, and have some exciting projects in the works right now!

The post Prowly #PRChat with Kristen Skladd, Founder of KMS Group appeared first on Prowly.

This time we welcome Jennifer Sanchis, Account Director at CARMA, provider of global PR analysis solutions. She’s an expert on the role and significance of digital media intelligence and PR measurement strategies. Follow her on Twitter for plenty of meta-level commentary on the industry along with great examples of the do’s and do NOT do’s of media engagement. Here’s what she had to say in response to our questions:

Authentic communication: How important is it for businesses nowadays?

Authentic comms are going to be critical in 2022. Organizations will not only have to explain how they are serving the communities they operate in, but they will also have to prove their value and show tangible proof of their positive contributions to the world.

Climate is certainly a recurring topic and the public is increasingly becoming more skeptical about net-zero targets with accusations of greenwashing. Authentic communication will have to be heartfelt and genuine in order to be impactful.

How do you go about tracking media coverage and measuring your PR efforts?

My first questions to clients usually revolve around objectives. When asking these questions, it is so important to start from the core organizational objectives to then define how the PR and comms function is supporting these objectives.

What is your organization trying to achieve? What do we want to raise awareness about? How do we want to be seen? How do we want our audiences to engage with us?

All these questions will be paramount in understanding a campaign’s outcomes. Ultimately, PR isn’t just about tactics, so the measurement program should reflect how the function is contributing to an organization’s overall objectives.

What is a commonly held belief in public relations that you passionately disagree with? 

PR measurement can be seen as an expensive, obscure, and complicated activity. But it doesn’t have to be this way! I’ve often heard the saying ‘Begin simply but simply begin’ and I couldn’t agree more with this.

If resources are limited, pick one element of your campaign that you want to measure the hell out of. Doing so will provide you with a solid basis to deepen your measurement work, demonstrate value and raise the credibility of your work.

What should every PR practitioner start doing? 

When it comes to measurement, every PR practitioner should follow best practices and start looking at insightful and honest metrics to demonstrate the impact of their work.

Despite all the fantastic work that AMEC has been doing over the past 25 years to educate and advocate for valid metrics, AVEs are still being used by too many organizations. So PR people should invest in measurement to legitimize their function and show other departments that comms isn’t just fluff.

What skills do you think PRs need to be successful long-term? 

There are a lot of hot topics in the industry right now, and AI is certainly one of them. The CIPR recently published its latest report on AI in PR and a key takeaway from this report was that a lot of work to acquire the knowledge and the skills is still desperately needed.

The authors of the report even argue that we are sleeping into the technological future, which is a worry. AI brings formidable opportunities for the industry but failing to understand its implications will result in decisions to be made without us.

What trends are you seeing in PR that you’re excited about? 

I am super excited about a lot of things that have been emerging in our field – and there’s probably going to be too much to say on that topic!

In a few words, I’m excited about the need for authentic comms around climate, the promotions of products and services in virtual environments, the impact of ESG on strategic comms, the renewed importance of evidence behind every campaign. Distrust is on the rise, so authenticity will become a crucially important driver of success.

What’s the best advice you can give PR students and interns?

Stick with it! PR is such an ebullient industry right now. My best piece of advice would be to attend PR events as much as you can to learn from others and be seen engaging with trending topics.

What are some good online PR resources that you follow? 

CARMA’s Measurement Standard ?, IPR, PRmoment, PRovoke, Stephen Waddington’s FB community, Stuart Bruce’s PR Futurist newsletter, Scott Guthrie’s blog, and The Measurement Advisor by Katie Paine. And more on Twitter, of course…!

Follow Jennifer on Twitter.

The post Prowly #PRChat with Jennifer Sanchis, Account Director at CARMA appeared first on Prowly.