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Westchester PR Agency CEO Shares Industry Insights with Rye Business Owners at Serendipity Labs 

On November 6^th, Kris Ruby, CEO of Westchester PR & Social Media Agency Ruby Media Group, hosted a digital communications workshop at Serendipity Labs in Rye. Over 30 people attended the event. During the workshop, Ruby discussed media budgeting for 2015 and answered Q & A’s from attendees.

“It is important to properly allocate resources for a cross channel strategy that aligns with your overall business objectives. Every solid PR or Social Media plan starts with a cohesive strategy,” said Kris Ruby of Ruby Media Group.

“Kris Ruby gave attendees powerful guidance on allocating media budgets to obtain the greatest exposure,” said Serendipity Labs Corporate Marketing Manager Jodi Gordon. “We wanted to give our members an opportunity to experience an interactive PR and Social Media workshop and the event was a huge success.”

In case you missed the workshop, here are Ruby’s top 11 trends and key ideas to consider when creating a proactive digital communications strategy in 2015.

STRATEGIC PLANNING

The most effective campaigns today link back to an increase in overall business growth. For example, a successful campaign could be measured by an increase in new diners, members or customers by X percent. The best way to measure this is through benchmarking and data analysis. The expectation of PR practitioners as “data analysts” has become standard. Benchmarking is critical in determining campaign results. Clients want to see an ROI (return on investment) on all social media and PR spends. Calculating media impressions, Facebook fan likes or website visits is not enough to stay competitive today.

USER GENERATED CONTENT

With the rise of social media, traditional media gatekeepers are taken out of the equation. If you want to get your story in the hands of the media, figure out what story you want to tell and what content is valuable to your audience.

STOP SELLING, START GIVING

Social media is inherently about branding to a focused audience.  It is about the ability to quickly get in front of prospects, current clients and leads, and to establish an online relationship with them and build customer engagement.  Social media marketing differs from traditional marketing in that it does not focus on immediately establishing the value of your services or products, but rather it is about establishing you as an icon and thought leader in the industry—to create an awareness of your name and brand.  It is not a specific advertisement for a given product or service—it is about brand engagement.

SINGLE MESSAGE CONTENT STRATEGY

Your social media strategy should be in alignment with your business objectives. Be able to identify the message you want people to take away from your company in one sentence. By utilizing the single message content strategy, all content across multiple channels should tie-in to the message you are looking to share.

SOCIAL MEDIA DRIVEN PR

The best PR campaigns are those that are cohesively integrated between social media and public relations. Social media should be used to complement a PR campaign to drive continued media exposure and interest of editors for your business. Utilize social media to share press placements, connect with bloggers, and get on the radar of editors while executing multi-platform PR campaigns. Use social media such as Twitter to search for and pitch journalist queries in real time and build an ongoing relationship with reporters. One of the best ways to get a journalist to read your pitches is to engage with them on Twitter. Take a vested interest in what they write and re-tweet content that you find useful. Furthermore, use social media to research the beat they cover before you pitch them.

CONTENT MARKETING- THE NEW SEO

When crafting your message, you need clarity, conciseness and connection. All good stories are simple at their core. Think short sentences, and think of your audience and your unique connection to them before writing content. Content marketing is the new SEO. The goal is to craft relevant content to make it easier for your prospects to find you.

ATTRACTING AND ENGAGING CUSTOMERS WITH RELEVANT CONTENT

Before crafting an editorial calendar, think about the unique pain points your prospects experience and how you can help solve them. Then, craft content accordingly. All of your content should engage long lead prospects with informative, unique and educational tips that show you are an expert in the field vs. telling them through promotional marketing.

BLOGGER RELATIONS

In the new world of media relations, you are essentially selling content. If the content is weak, a blogger risks losing subscribers. Remember, bloggers are only going to push forward interesting content that will increase viewership. Make it easy for the blogger to run your story and you will increase the likelihood of being featured.

INTERACTIVE SPONSORSHIPS

From a PR and advertising perspective, there has been a big shift in client’s expectations on ROI of sponsorships. It is no longer enough to purchase a sponsorship to “get the brand out there.” Clients want to strategically align their brands with event sponsorships that link back to an increase in business. The sponsorship model of the future will be more interactive and give clients an opportunity to engage directly with prospects vs. standing behind a table collecting leads. The most effective sponsorships will embrace the new mindset of Westchester Executives and understand how to meet their needs.

REAL TIME MARKETING

Real time marketing is all the rage. Follow the news cycle and look for connections to trending stories. If you have a genuine tie-in to the story, let the media know. If it’s a breaking news day, find any tie in that is truly authentic. This applies to social media marketing and Public Relations campaigns.

MEASURE, MEASURE, MEASURE!

The best way to re-engage fans is to measure what is working and what your fans really connect with. One mistake brands make is getting lost in the editorial content calendar shuffle. They are so obsessed with posting and keeping up with the social media rat race that they forget to actually measure what’s working. Pause. If you are not continually measuring what has the greatest impact with your audience, you will lose followers, and it will ultimately damage the value of the community you are trying to create.

Worried about your next interview with the media? Do not fear! We have created a handy guide of our top interview tips to help you ace your next interview.

Following the notorious celebrity nude photo hacking scandal, another massive online leak of 90,000 photos and 9,000 videos have been stolen off the mobile app Snapchat.

There are numerous reports currently flying around on Twitter on whether this is just a “hoax.” Regardless, this is a larger societal issue in social media that needs to be addressed. We need to be having the conversation about digital privacy more openly with our teens. Here’s why:

A recent study from Purdue University found that among 21 year olds, 80 percent had sent or received a sext and 46 percent had sent a nude selfie.

Childhood pornography territory: This is not a regular “celeb” photo hack scandal. We are talking about a massive leak of private photos shared between young adults and teenagers. Snapchat claims 50% of its users are between 13-17 years old. So, if you start sharing these photos, you are basically sharing child pornography.

Snappening Implications:  There are long-term implications here for teens who may have been victimized. Any time you take a photo using these apps it could end up in the wrong hands. But how are these young adults going to respond when their nude photos are posted around the Internet? They are not celebrities with high-powered attorneys and managers behind them. They are teenagers in high school who stand to lose everything. I worry about the real implication this will have on their digital reputation for the long run including suicide risk from cyberbullying.

Digital Privacy doesn’t exist: Even if the snappening is a hoax, the notion of digital privacy is the real hoax. It doesn’t exist! What you think its private isn’t, and if you don’t want your reputation tarnished for the long run, re-think what you are sending. And, think about how your parents will react when they see these photos online!

Today we listened to former CBS News Executive Producer Batt Humphrey’s Webinar on Media relations. His focus was on how to create pitches that earn broadcast coverage. Humphrey’s is a former CBS News executive with 20 years experience in network television.  Humphrey’s tips were so spot on that we felt compelled to share them with you! He discussed his experience as the Executive Producer of a network morning show, how media focus can shift at the drop of a hat, and how to craft your story to get traction in your target media outlet. If you want to learn how to make the media want to cover your story, think like a producer and read some of our top takeaway tips below.

What is a Producers job?

To find the best story. The best stories make the best media segments. Once you understand how producers think, you will be better equipped to craft the right pitch to tell your story.

Life’s a Pitch

Crafting the best pitch

• Before sending a pitch, think of yourself standing in front of all of the producers during their morning meeting. Can you honestly see someone going to bat for your story idea and pushing it forward in the morning editorial meeting? If not, then don’t send it.
• You are essentially selling content. If your content is not good, the network risks losing viewers. They are only going to push forward interesting content that will increase viewership.
• Stop pitching broadcast the way you pitch traditional editorial outlets. A producer isn’t interested in the standard release or pitch. They want to know what the story is, who the talent is, and what your unique take is. If you don’t have any takeaways for the audience, the story will get canned.

Evolving you story

You need clarity, conciseness and connection.

• Clarity – Good stories are simple at their core.
• Concise –Think short sentences.
• Connection – Think of your audience and your unique element.

 PR Pitching Tips for Broadcast

• Follow the news cycle- look for connections to trending stories
• Know the evergreen topics for slow days
• Use your own research- data rules
• If it’s a breaking news day, find any tie in that is truly authentic

What content has the best chance of being placed?

• 39% said exclusive research. Original research is always preferred by reporters.
• 27% said Breaking news.
• 15% said emotional stories. There is no downside to sharing a heart-warming story if you can work it into a pitch.

Key Takeaways

Your story must bring value to the audience. Be able to answer the following questions before pitching a producer:

• What does the audience gain from the story?
• How will it improve their business or life?
• Does the story wow with technology or industry knowledge?
• Is there a personal lesson to learn?

Even if you have crafted the perfect pitch, be aware of news cycles and keep away if there are tragic events. This goes without saying, but do not send releases if there is a tragic news story and don’t try to capitalize on a tragedy. If you genuinely want to establish a relationship with a producer, think like the producer and wait for a story you think you can land with a high value target. If you jump the gun, you run the chance of being blacklisted.

Recently photo editing experts have pointed out some inconsistencies in Beyonce’s Instagram photos that may indicate she had them photoshopped to make her thighs looks thinner.  However, Beyonce is not the first celebrity to be accused of photoshopping personal social media posts. The Kardashians, Miranda Kerr and Britney Spears have also posted questionable photos on social media.  Because of the instant gratification component of Instagram, people think you are automatically uploading an unretouched photo to Instagram. But now with a plethora of editing apps, anyone can retouch photos without having to be a pro at Photoshop.

Stars..they are just like us.. on Social Media?

But look at how easy it is to alter a photo with these apps! 

Facetune

• Facetune “just swipe for perfect skin” with their erase feature and remove wrinkles and lines instantly
• Don’t like your teeth? Whiten them with the whitening feature
• Easily remove blemishes

Visage Lab

• Easily apply “skin makeup and eye makeup” shine removal and take years off your face with the layering feature

Selfie Photo Editor

• Claims to transform your selfie from simple to #stunning
• Smooth, bronze or whiten your skin
• Change your eye color or plump your limps
• Thin your face and cheeks- you can even use the shrink tool to shrink your nose

GoSexy- Face and body tune for selflies

• Allows you to re shape your face and body. You can “plump your lips, lift your nose and change the shape of your body” with this app.
• GoSlim- make yourself thinner
• GoSexy- add curves
• GoFit- Slimming effect on belly, waist, arm and legs
• GoNose-lift your nose, NEW feature

How can you tell if photos have been edited?

With photo retouching apps so readily available, it is easy to tell which photos have been edited. Look to see if objects or lines that are supposed to be straight appear to be wavy or distorted. This most likely means that the photos were not professionally photoshopped, rather they were haphazardly altered using some less sophisticated app.  In the specific Beyonce incident, the staircase she is walking down appears to curve upwards. The reflection of the same staircase can be seen in another photo and it appears to be normal.  You can also look at the skin tone- if their skin looks completely “flawless” it was most likely retouched.

It’s a New World- Get Used to it

Retouched Instagram photos are becoming the new retouched Magazine and Advertising photos.  People expect print ads and magazines to be retouched, but NOT Instagram photos. They need to lower their expectations that everything they see on Instagram is authentic A lot of what you see on social media is photoshopped and filtered just like traditional media

What do you think about celebrities using apps to enhance their photos? Would you use any of these photo-editing apps to alter your selfies?

Well, it is that time of year again when our Summer Associates head back to school. We are really going to miss them! Every year, we get so excited to welcome in our incoming class of Summer Associates. This summer, we had the pleasure of working with some incredibly bright, dynamic young ladies. These women really impressed us- their dedication to the field, commitment to learning, and their hands on approach was truly inspiring. We accept less then 4% of incoming summer associates to our program. We spend an extraordinary amount of time training our associates and setting up an integrated communications program for them throughout the summer which includes access to Bulldog Reporters PR University Training program, networking events, summer social events, Daily Challenges to hone their skills in the field and intensive resume and cover letter workshops. One of the most important things about an internship or associate program is the ability to maintain a strong work ethic throughout the entire program, not just at the beginning or end of the summer. Every single day you have a new opportunity to wow your boss and impress them with your skills. But most importantly, the best internship or associate programs are ones where it is a two way relationship- where you are not only learning from your boss, but where they are learning from you also. In the spirit of giving back, here are the top 10 things you can learn from the RMG Summer Associate Class of 2014.

Top 10 Things To Do at your PR Internship

1. Show up on time. Every single day.
2. Always say yes. The people that say yes always get the most out of their internships. If your boss spends time hand selecting networking events or opportunities for you to enhance your skills, they don’t get anything out of you showing up. They are doing it for you to try to give you opportunities to expand your skillset. Take advantage of these and make the most of them.
3. Be nice. This may seem obvious- but people work with people they like. No one wants to work with a mean girl. Everyone wants to get along as a collective team. The nicer you are to your team, the better experience you will collectively have.
4. Don’t judge. Yes, this is a fast paced industry. We move at the speed of lighting. There is a light at the end of the tunnel and a method to the madness. Don’t get caught up on the craziness of any one aspect of it. The industry is a rollercoaster. Embrace the speed of it and fully immerse yourself in it.
5. Speak your mind. Believe it or not, your boss may like if you challenge them with an idea. It is ok to fight back with strong convictions if you believe a different strategy makes sense. We like seeing a fresh perspective, and no one wants to work with a “yes maam” team member all the time.
6. Have respect. Yes, I said it. Respect your elders. Whether they are five years older then you or twenty years older then you, they got to where they are for a reason. Don’t talk about them because they will always find out. Be gracious. It goes a long way.
7. The early bird gets the worm. If your boss presents an opportunity for you to do something at 6 am on a Saturday morning, do it. Don’t say no. Those rare opportunities can often lead to the most enriching learning experiences.
8. Seek clarification. Remember, your boss is extremely busy. The people that do the best always ask the most questions so they can meet expectations on deliverables.
9. Use social media. Your boss or internship coordinator spends a great deal of time putting together a program of events for you every summer to enrich your skills in the field. We love to see when associates share photos or tweet about their experience at these events. It goes a long way to know you enjoyed the programs we put together for you.
10. No task is too big or too small. There will be times when you have to do smaller tasks that you may not want to do- like stuffing 100 swag bags or moving boxes to and from an event. Remember, your boss has to do the very same thing you do and if you are lucky will be sitting right there with you doing it also. Success is about achieving the desired result through maximum performance- it is not about a power struggle.

Congrats to this years Summer Associate Class of 2014.

Ruby Media Group Summer Associate PR Awards:

Caroline Arnold- Broadcast Communications Award Recipient, 2014

Rachel Robbins- Event Marketing Award Recipient, 2014

Colleen Bennis- Social Media Strategist Award Recipient, 2014

Catherine Chumakov- International Relations, PR Strategist Award Recipient, 2014

Way to go! You did it!!

A new study claims the secret to being happier is quitting Facebook for 99 Days. According to the study, the average user would regain more than 28 hours of their life back.The challenge encourages users to sign up, change their profile photo and remove the FB app from their phone. While a good idea in theory, how realistic is it?

Yes, people wonder what life is like without Facebook- but people are less likely to take permanent action to remove themselves from the technology. Taking a summer detox is a great idea, but you don’t need to completely extricate yourself from social media to detox. However, only 25,000 of Facebook’s 1 billion users have vowed to do this detox. It is too severe for the average Facebook user.

Here is my Social Media Detox Alternative:

Detox from ALL social media in moderation vs. abstinence

1- During family trips, put down your devices and focus on being present this summer. It is beneficial to spend time with your loved ones, especially when there is a generation divide on how social media may be used in your family.

2- On weekends, check email only when necessary (1x per day). Detoxing is beneficial for your health in moderation. It helps you reboot. The more you unplug, you re energize for the upcoming week ahead.

3- Update your status and filter your photos on Sunday evening vs. during actual events. Detoxing from social media during events will help you form stronger interpersonal relationships. Focus on being social vs. on sharing how social you are on social media. Moderation vs. entire abstinence is a better alternative for a social media detox this summer. Happy Summer! xo

1. Remember who you are connected with digitally before you post, share, pin or tweet. One of the biggest mistakes people make on social media is posting extravagant party photos on weekend getaways and forgetting that their colleagues and/or clients can see it. If you want to broadcast how well you are doing and that you are “living the high-life” be prepared for co-workers at home to expect you to live up to the same expectations. Drinks on you!

2. Don’t over check-in. If you are connected to clients on your social media profiles and check in 15 plus times this summer gallivanting around the Hamptons or a tropical island, be prepared to have people ask if you did any work at all this summer. Sometimes, less is more with check-ins.

3. No one likes a bragger. Guest of a Guest recently captured the phenomenon of people taking photos of their feet while lounging at the pool out East, the “Footside Humble-Brag” shot. It’s okay for major holidays out East, but don’t overdo it.

4. Hashtag appropriately! Want to show off your summer style? Hashtag the designers you are wearing from head to toe. If you are lucky, they may even follow you back!

5. Tagging Etiquette. Ask people if they are OK being tagged in your photos on Facebook before blasting a photo of them from the latest charity event. People appreciate being asked, and if you don’t ask before tagging, you may find your friend or follower count quickly dwindling.