Category: PR Agencies

How to Use Data in PR Writing

by Rebecca Strauss

We all know how hard it is to actually get your pitch noticed by journalists, with PR Week reporting that 39% of journalists get more than six pitches a day, and in some cases journalists covering technology and B2B businesses are inundated with more than 50 pitches daily. That’s why it’s vital to make your pitch and press release as attention-grabbing, unique, and newsworthy as possible. 

Why we use data in PR 

Incorporating solid data into your pitch or press release can increase your chances of success with journalists. Offering quality data and statistics can make your story seem more credible and can offer a more interesting angle, hopefully leading to more quality media coverage. It signals that you have something unique to offer that no one else has, and it might just be worth their time to open that email. 

Using credible data can: 

  • Establish authority, credibility, and relevance, which is especially important in thought leadership.
  • Support your claims and demonstrate the impact of the product or service you are pitching. 
  • Show you have a finger on the pulse of your industry and provide helpful insights to key journalists and their audiences. 

How to use data in PR 

But it is important to know how to use data effectively in technology and B2B business public relations, in order to best work with reporters. Avoid dumping pages of research stats into your pitch — instead, select the strongest and most relevant insights that support the wider narrative, so that journalists don’t have to spend time sifting through what you send to find what they need. 

Data can come from various sources, and using it can be as simple as adding a statistic as an attention-grabber in the subject line or opening line of your pitch or using in-house data to create the basis of your press release. 

You can find helpful data to support your public relations activities in a wide range of places: 

  • In-house data from your analytics, sales, or marketing team that indicates industry trends, top sellers, main traffic sources, keywords, or patterns in buying habits. 
  • Stats pulled from surveys or polls related to your industry, ideally that your company has gathered. If you can offer your own high-quality research that no one else has compiled, you have a chance of breaking through the noise. 
  • Data that provides background for your press release, such as a wider societal issue or pain point that you’re addressing. You can get this kind of data from reliable sources like The Pew Research Center or The US Census Bureau, or from other notable sources in your industry. 

Final thoughts 

Using data in your pitches or press releases can help create a newsworthy angle, establish credibility and relevance, and even just help get your emails opened more often. If you are looking for a way to add weight to your PR and communications, consider incorporating interesting data into it. Just remember that it should always be fresh data—news should be new, and that means it’s relevant and timely.

Let us take your technology and B2B brand’s visibility to the next level. We’re here, ready to help your company showcase your “why” and share it with millions of people.

[email protected]

Everything You Need to Know Before Sending Product Samples to Journalists

by Emily Mahoney

Sending samples is a great way for journalists to have hands-on experience with your product. Especially if you’re a new brand or are releasing a new offering or service. 

When you’re pitching samples, it’s important to research and identify the right recipients. You’ll want to ensure that the samples you’re offering align with the interests and beat of the journalists you are reaching out to. However, there’s a lot more that goes into sending samples than targeting the right journalists. 

Here’s what you’ll need to know before you begin a sample campaign.

1. Sending samples does NOT guarantee coverage

If you’re responding to a specific media request that requires a sample, for example, gift guides or product roundups, then it’s likely that you will receive coverage in exchange. But you should never expect that sending a sample will lead to coverage. 

That’s not to say it’s a waste of your time to send samples if coverage is your goal. Sending samples to the media can aid in building relationships with journalists you may want to pitch in the future. Have you ever thought about offering a sample without the ulterior motive of earning coverage? Shift your goal from securing coverage to wanting to introduce them to the brand or product. Maybe you’re even open to hearing their experience and thoughts after testing — feedback from journalists can provide valuable insights, so don’t be afraid to ask them for it. 

2. Keep your pitch short and concise

In your pitch, the product description should be simple and focus on highlighting the unique selling point. You can link to a press release or web page with additional information, so there’s no need to fit everything into the pitch. The journalist should know what you’re offering and how it’s different from competitors within the first three to five sentences. 

It’s always smart to include imagery in a sample pitch as well, but do not put more than one image in the body of the pitch. Stay away from lifestyle photography as well, most journalists prefer a product shot on a white background. You can add a line about additional imagery available upon request so if they’d like more, they can specifically ask for it.

Pro Tip: If you’re part of an affiliate network, don’t forget to add referral links in your pitch!

3. Timing is key

Timely samples can increase the chances of your product being featured in relevant media coverage so you’ll want to steer clear from offering samples during busy and peak new cycles like elections. Keep in mind that on the contrary, you’ll also want to be aware of slower times in the media when journalists are out of the office like holidays.

If you have a product launch coming up, you can reach out to journalists prior to the launch and ask them to review the product under embargo. It’s always more exciting for a journalist to receive a product that’s yet to be released opposed to having been released a year prior. Many publications also have editorial calendars planned out months in advance, so if you’re wanting to time a potential review with a launch, the sooner you can get a sample in their hands, the better.

4. Always send the journalist tracking information

Great news! You have a journalist interested in a sample and ready to ship it off. After you send a sample, be sure to share the tracking number with the journalist. This will make it easier for the journalist because they can check for shipping updates at their own convenience. This also prevents unnecessary follow-ups while the sample is in transit. 

Pro Tip: Require a signature upon delivery for all product samples, especially if it’s an expensive product. This will allow you to ensure the product was successfully received by the correct recipient and not left on a doorstep for someone else to find.

5. Be patient once the sample is delivered

Do not follow up with the journalist every day after they receive the sample (*unless it’s perishable, than you can follow up sooner). If you pitch a journalist who can accept samples, it’s likely they have a handful of samples in their queue. 

And when you follow up, don’t push for a review publication date. Reviews take time! In my experience, I’ve had sample reviews posted a month after delivery and others almost a year later. 

Segal Communications can help you get your product in the hands of journalists. Reach us at [email protected] to learn more about our media relations services.

What Is a Byline and How Do I Write One?

by Cori Brosnahan

You may not know what a byline is, but you have most certainly read one.

A byline is an article authored by a thought leader that appears in a media outlet as contributed content. Unlike an op-ed, a byline is less about making an argument and more about providing helpful expertise and advice. Bylines also tend to be more industry-specific than op-eds, appearing in trade magazines rather than general consumer outlets.

That said, the line between the two can be blurry and they ultimately serve the same purpose in public relations. Both bylines and op-eds can establish authors as thought leaders, build credibility and trust for brands, and expand brand awareness. While an interview with a reporter might result in a couple of quotes, bylines and op-eds allow you to exercise more control and develop your ideas fully. As such, they are an excellent opportunity to contribute to the conversation in your area of expertise and build your profile.

If you’re working with a PR agency, your publicists can help you write a byline. If you decide to tackle one on your own, here are a few dos and don’ts to keep in mind:

Do be original

Don’t repeat what’s already been said! This is your chance to contribute your unique perspective to the public discourse. A novel idea or way of seeing things will always be more interesting and memorable to readers.  

Do use your expertise

It goes without saying that to be a thought leader in a certain field, you must have some expertise in it. Draw on your experiences and what you’ve learned to make recommendations or give advice.

Do make it personal

While op-eds are inherently more personal, there’s plenty of opportunity to bring your own experience into a byline. One natural place to put a personal spin on your article is at the very beginning, in your hook. Grab the reader’s attention with a personal anecdote that introduces the topics you’ll explore in the rest of the article.

Do make it timely (if possible)

When choosing a topic, think about current trends and developments in your industry. While a byline doesn’t have to tie in directly to current events, it needs to be useful, and therefore relevant.

Do use data

Using data to backup your points will help establish your credibility.

Do know your audience

If you’re targeting a general audience, refrain from using industry jargon and make sure to explain complex concepts. If you’re writing for a trade publication, feel free to get more technical.

Don’t self-promote

Bylines are not the place to promote your business, and editors will reject your pitch if it’s too self-promotional. Instead, focus on providing useful information and ideas based on your expertise. 

Don’t ramble

Different publications will have different guidelines for the length of submissions. Most consumer publications require a byline to be under 800 words. A trade publication will typically allow longer submissions.

Once you have your byline in hand, you’ll need to identify the appropriate contact at your target media outlet. If accepted, contributed content will usually be published for free, although notable paid opportunities like the Forbes Technology Council also exist.

Let us take your brand’s visibility to the next level. We’re here, ready to help your company showcase your “why” and share it with millions of people.

[email protected]

Should Podcasts be a Part of Your PR Strategy?

by Rebecca Strauss

With 41% of Americans listening to at least one podcast every month, it’s no secret that the industry is experiencing extremely high popularity at the moment. 

If you’re part of the 41% of listeners (or even if you’re not, and you’re just curious), you may be wondering if podcasts should be a part of your PR strategy. We’ll break down all the reasons why you should incorporate podcasts into your media outreach –- and a few key tips for getting started.

For the purpose of this blog, we’ll focus on four main benefits podcasts provide that play into key public relations activities: telling your story, establishing yourself as a thought leader, getting in front of niche audiences, and creating shareable content. 

Tell more of your story, in your own words

While a news story is often limited in words and your comments may be edited down to a few key sentences, a podcast can be anywhere from a few minutes to over an hour in length. If you get the opportunity to participate in a podcast interview, you can tell your or your brand’s story in an extended format. It’s a great chance to let potential customers or users get to know you in more detail and depth, through your own narrative.

Establish yourself as a thought leader

If you have knowledge of public relations, you know how powerful thought leadership can be. A podcast is an opportunity to position yourself or a senior leadership figure of your brand as a thought leader in your industry – an expert in their field who people can turn to for advice, insights, expertise, and wisdom. 

You can use podcasts as an additional platform to share your unique expertise and perspectives on a topic over time, which will help you build credibility in your industry and develop trust with your audience. Contributing your ideas to a podcast is a puzzle piece in the process of establishing yourself as a thought leader; the more you put your ideas out there, the more you will start to be seen as a go-to authority in your industry. As you build your brand as someone who can be trusted on a topic, it can ultimately lead to more speaking or comment opportunities.

Expose yourself to new, niche audiences

With over 4.1 million active podcasts registered worldwide, podcast series need to cater to a specific niche in order to stand out and attract listeners. A podcast can cover topics as broad as the daily world news, or as narrow as a microtrend in fashion, and listeners know exactly what kind of content they’ll get when they put in their headphones for the latest episode. If you can find a podcast series that fits your brand’s niche, you’re almost guaranteed a captive and interested audience.

Create evergreen, shareable content 

Once your podcast has been released, you can turn the episode into small, snackable audio clips that can be repurposed for a variety of things, including social media posts, supporting assets for pitches, or interesting content for your next newsletter. Some podcasts will even capture video while recording the podcast, which can be an even better addition to your social media calendar. 

This benefit also ties back into thought leadership, as sharing podcast interview material on your social channels can help you increase your executive visibility on social media.  

Recap and tips 

Whether you’re doing your own public relations or you have a PR firm or PR team helping you promote your brand, utilizing podcasts is a great way to find a captivated audience, create evergreen content, and share more of your story and expertise. 

If you’re interested in being a guest on a podcast, here are a few tips to keep in mind when getting started: 

  • Do your research — know the podcast’s audience, niche, and whether or not they interview guests in their episodes before you reach out.
  • Fine-tune your unique selling points — be ready to explain why you would be a great guest for this specific podcast, in just a few sentences. If you have them, include any relevant clips from other speaking engagements to showcase your abilities.  
  • Be patient — you most likely won’t land a spot on your dream podcast immediately, but getting yourself and your bio out there can be a great start.  

Exploring the Evolving Role of AI in Public Relations and Business Operations

by Sarah Mowad

As technology continues to advance, the role of artificial intelligence is growing more prevalent across industries – and public relations is no exception. The question at large amongst industry leaders seems to have evolved from “Is this something we should be afraid of?” to “How can we use this technology to our advantage?”

Embracing the Future and the Power of AI

Over the past few months, I’ve attended webinars, conferences and consumed any written materials available to me in an effort to educate myself on this topic.  “It’s not going away” has been the sentiment most widely echoed across all of these sources, so with that in mind, I’ve set out to discover the ways in which I can embrace the power of AI within my own role and how other team members at Segal Comms can do the same.

Real-World Use Cases

AI in Public Relations

The most obvious use case is that of generative AI. Drafting written materials is a central responsibility for any PR professional, and for many can be one of the most arduous efforts the profession requires. Even the most innately talented writers still experience the dreaded writer’s block and inevitable fatigue when writing often enough. Generative AI readily eases this burden: by generating ideas for the topic or title of a written piece, it can be a great tool to get the creative juices flowing. In fact, I used Grammarly’s generative AI tool, GrammarlyGO, to inspire the title and theme of this blog.

The consensus amongst the PR community regarding generative AI seems to be that its use is acceptable and even encouraged when it’s viewed as one of many tools in a practitioner’s toolbox, with the stipulation that its use, and in what capacity it was used, is disclosed. PR professionals are still expected to intervene with the technology and ensure that the materials they produce are up to industry standards. The current capabilities of generative AI still require human intervention regardless – as it was explained by a presenter at the From Day One conference I recently attended in San Francisco, generative AI can get the job done 90% of the way at its best, but will still require a minimum of 10% human intervention. Like many things, generative AI is as good as you train it to be. The more comprehensive information and thorough feedback you provide, the better the quality of work generative AI can produce.

AI in Business Operations

Beyond writing, AI can also be used to streamline business operations such as recruiting and hiring. The founder of RecruitBot was a presenter at the From Day One conference and shared about how the platform employs machine learning algorithms to identify qualified candidates and expedite the hiring process. Rather than spending hours combing Linkedin for suitable candidates using arbitrary search parameters, the technology now exists to have a bot present us with much more relevant candidates in much less time. Similar to generative AI, the results produced by a platform like RecruitBot will be as accurate as you’ve trained them to be with the platform’s machine learning algorithm working to continuously improve output over time as it learns your preferences.

Parting Thoughts

These are just two use cases demonstrating how AI can be employed in the workplace, but as many are now learning the ways in which this technology can be employed are vast and rapidly evolving. It’s inevitable that the future of communications and various other industries alike will involve a greater reliance on AI-powered tools, so it’s wise to start exploring and mastering these tools now. While these tools can be incredibly useful, it’s important to remember that they should be regulated with human intervention. By using AI in conjunction with human expertise, businesses can ensure they are as efficient and effective as possible by making use of all the tools available in their toolkit.

Let us take your brand’s visibility to the next level. We’re here, ready to help your company showcase your “why” and share it with millions of people.

[email protected]

Our Favorite Social Media Management Tools

by Sara Wildman

At Segal Communications, we pride ourselves on being extremely transparent with our clients. We give them access to all our work and even hand off valuable assets if our relationship pauses or ends. In the spirit of transparency and not gatekeeping, here are our favorite social media management tools to maintain active social accounts for your brand. 

Scheduling and Analytics 

Hands down, our favorite social media scheduling tool is Sprout Social. Sprout’s interface for scheduling content is highly intuitive and provides us with a wide array of tools in one. As an agency, we have a customized plan that suits our workload and provides resources that keep our services top of the line. 

Sprout compiles all the data we need in customizable, comprehensive reports. With the platform’s reporting tools, we can send our clients easily digestible reports that provide them with key insights into the performance of their social accounts in minutes. The detailed analytics Sprout provides are also valuable for informing each social media strategy we devise for our clients. 

While Sprout Social is our top recommendation for a scheduling and analytics solution, there are a number of cost-free alternatives that can be viable options depending on your company’s needs. Later, Buffer, and Meta’s Creator Studio are all worth looking into if you don’t have a substantial social media budget yet. 

Content Creation 

When it comes to content creation, there are tons of tools available that can help you produce engaging content. Here are some of our favorites, along with what we like to use each of them for:

  • Canva – an easy-to-use platform to create graphics, videos, or edit photos
  • Photoshop – used for more advanced photo editing, clean background removal, simple graphics, etc.
  • Premiere pro – video editing software for creating Instagram Reels, TikToks, ad content, etc. 
  • Lightroom – used for bulk photo editing
  • Veed – used to add subtitles to videos

When looking for stock photos or videos, we recommend these free sites: Pexels, Pixabay, and Unsplash. 

For royalty-free music to add to your videos, we recommend Artlist.io or Pixabay Music as a free option. 

Client Approvals and Team Workflows 

Our entire team at SC operates within Google Workspace, and we love it; most of our clients use it amongst their internal teams too, so our workflows operate seamlessly. 

When it comes to approval workflows, each client is different in what they prefer. We typically gather preferences during the onboarding period using an onboarding checklist. We let clients choose one of two options to interface with us for content approvals: our customized content calendar templates in a Google doc or our task management software, Monday.com. 

Our Google doc content calendar provides a month’s worth of content in one document. The client can review the copy of each post and the media accompanying it. Next to each post, we include a dropdown menu that indicates the status of the post: draft, waiting for review, approved, scheduled, or published. On Monday.com, the content calendar is separated into “groups” based on month. We add a link to preview the content, a status section for the client to let us know if the post needs revisions or is approved, and a comment section for the client to provide feedback and edits. Both options are similar in the interactions they allow, with the decision between the two often coming down to which interface a client finds more user-friendly.

Recap: Our Favorite Social Media Management Tools 

Scheduling and Analytics

Content Creation

Free Stock Photo and Video

Royalty-Free Music and Audio

Client Approvals and Team Workflows

Need help managing your social media accounts? When we work together, your brand does more than show up. It shows up with a story, a purpose, a unique reason for being – and it makes an impact. At Segal Communications, we become an extension of your team – we work fast to become brand experts and make sure we’re keeping your company relevant on social media. 

Connect with us at [email protected]. 

Should You Be Focusing on Quality or Quantity Media Coverage?

by Emily Mahoney

Quality versus quantity is something most people struggle with in many aspects of their life. Do you want one really nice, expensive pair of shoes or five cheap, flat-soled shoes? See, you probably find yourself teeter-tottering between the two more often than you think. Today we are going to explore how this topic relates to PR and media coverage, so let’s start by defining the difference between the two.

Quality Media Coverage 

Quality coverage is what the majority of public relations services are geared towards. This means securing earned coverage in highly credible and reputable outlets that have a large readership. This would be the Forbes, Fast Companies, The Verges, Reader’s Digests, New York Times, and TechCrunches of the world. These are the sources most often looked to for advice, insights, tips, and news.

Here’s an example scenario in which you would aim for quality coverage: if your business has launched a new product and you want to build consumer trust and recognition, then you would want to offer a sample to well-known media outlets that will test and review the product. Consumers frequently look to editorial reviews when they are contemplating purchasing a specific product, and a comprehensive and insightful review from a highly credible media outlet can be very influential in the purchasing decision.

Quantity Media Coverage

The goal of quantity coverage is typically to boost your SEO, which not all PR efforts can and will support, but is still extremely valuable. Increasing visibility and brand awareness are the two main reasons to focus on quantity. 

Now, here’s a scenario in which you would aim for quantity: If your business is fairly new and entering a competitive market, then you would want to increase your brand’s name recognition in the media and on search engines amongst competitors. You might consider putting a press release out on a newswire, which is often picked up by hundreds of other outlets. Yes, it’s the same exact story, but it’s now visible to millions of people so you’ve essentially got 100+ media mentions. 

So Which is Better?

Quality coverage is more esteemed than quantity, but neither is necessarily better than the other. 

The answer really comes down to what your PR goals are. A question to ask yourself is, am I looking for reputable coverage or as many mentions as possible? 

It’s also important to note that your answer may change over time so make sure you reevaluate and readjust your coverage goals as your business evolves. 

Segal Communications can help you navigate your media coverage goals and secure your desired placements. Reach us at [email protected] to learn more about out PR services.

How to Partner With an Industry Expert

by Cori Brosnahan

When developing a PR strategy for your company, it’s important to identify your spokespeople. A spokesperson is someone who speaks to the media on the company’s behalf, often a CEO or a member of the marketing and communications department. While a CEO or a director of communications are best suited to speak about the business and product itself, they might not be the best people to speak about more general, industry-related topics. Depending on the nature of your business, you might want to consider partnering with an industry expert who can provide commentary on common topics in the industry.

What is an industry expert?

An industry expert is someone with the knowledge and experience to provide accurate, trustworthy commentary on topics relating to a specific industry. Depending on the industry, they don’t necessarily need to have credentials, but they should have extensive experience in the relevant field(s) that qualifies them to give advice, make predictions, etc. 

Why should I partner with an industry expert?

Partnering with an industry expert gives your brand the opportunity to expand awareness while bolstering your credibility. Having an expert that can address general topics within the industry means more opportunities to insert your brand into public conversations, especially when you don’t have any major news to announce. Partnering with an expert will also allow you to leverage their audience, which may be large or small, depending on the individual.

What qualities should I look for?

The most important thing in choosing an expert to partner with is to make sure that your brands align. Finding an expert that works on topics relevant to your brand and shares your brand values will ensure a natural and authentic partnership. If your product is a dating app, for example, you’d be better off working with a relationship coach than a marriage counselor.

You’ll also want to consider your budget. An established expert with their own following might expect a large commission. An expert who is still trying to build their own brand might decide that it’s worthwhile to partner with your brand for a small commission or exposure alone.

What should I expect from the partnership?

Before you start to work with your expert partner, you’ll want to define the terms of the partnership. What title will they go by? How many requests for commentary do you anticipate sending per week or per month? Will they be expected to write their own commentary, or is it okay for them to dictate a response that you can then draft for approval?

Given the 24/7 news cycle, you’ll also want to set expectations with regards to their availability. If you send them a request for commentary with a tight deadline, how fast can you expect them to respond?

Finally, you should not expect the expert’s commentary to reference your product every time, if at all. Being quoted in an article as your company’s resident expert is valuable in itself; pushing a product may delegitimize the commentary altogether.

Let us take your brand’s visibility to the next level. We’re here, ready to help your company showcase your “why” and share it with millions of people.

[email protected]

Working With Food Influencers at Scale

by Rachel Romov

When it comes to PR, the food, beverage, and restaurant industries carry a reputation of providing an exciting media landscape that is constantly evolving. In recent years, food influencers have become an integral addition to that landscape. 

A recent study found that influencer marketing in the food industry led to a 16% increase in purchase intent. Here at Segal, we’ve learned to capitalize on that momentum by utilizing influencers to help drive campaigns for a number of our clients.

Today we are going to dive into a few strategies for public relations professionals on how to source and succeed in working with the right food influencers for your next campaign. 

Utilize Your Inner FBI Agent 

When sourcing a batch of foodie influencers that align with your client/brand, don’t be afraid to do a bit of digging on their online profiles. What establishments are they frequenting? What’s their favorite cuisine? Do they opt for savory or sweet treats? Knowing the answers to these questions can help you understand an influencer’s tastes/preferences and whether they’d enjoy your product enough to promote it. For example, when sourcing influencers for our client Johnny Doughnuts, we make sure to keep an eye out for people with a sweet tooth that often post dessert-forward content. 

A food influencer holding a doughnut in front of a doughnut truck.

Work With Fans 

Convincing an influencer to promote your product is easier when they’re already a fan! If you’re lucky enough to catch an account with an impressive following posting about your product by their own accord, don’t miss out on the opportunity to establish a connection for future collaborations. 

Lay it on Thick

The only thing fuller than a food influencer’s stomach is their inbox. Content creators are constantly getting flooded with emails and DM’s asking to collab, so how do you make sure you’re not drowning in the sea of standard pitches? Be complimentary! Express genuine interest in the influence’s content and don’t be afraid to point out or reference specific posts you love and what about them stood out. This shows the influencer that you’ve taken the time to get to appreciate them as a person rather than just a promotional tool. 

Don’t Shy Away From Freebies

If Costco’s beloved in-store samples have proven anything it’s that people are more likely to show interest in a product if they’ve been introduced to it free of charge. This couldn’t be more true when it comes to influencer marketing. Free samples allow influencers to try your product and decide for themselves if it’s something they’d want to promote. While this may not be entirely cost-efficient, generosity goes a long way when working towards securing a successful collaboration, so make sure to set aside a budget for sampling. 

Maintain the Connection 

Once you’ve secured the bag with a food influencer, hold on to that connection for dear life. Good long-standing relationships are hard to come by in the world of influencer marketing so make sure to keep that person in the loop for future projects, campaigns, or product launches. 

The Takeaway

Utilizing influencer marketing in your food public relations efforts is a great way to expose your campaign or product to an extensive and diverse audience and create meaningful mutually-beneficial connections within the social media landscape.

Ready to take the leap on an influencer marketing program for your brand? Reach us at [email protected] to get started.

How to Create an Award-Winning Campaign

by Sarah Mowad

Winning industry accolades is something almost every business seeks to achieve, but many are lost on where to start. There are a number of useful strategies to employ in the journey to becoming an award-winning business, but the most important factor to consider is the timing of your planning process. The best time to start thinking about the award-worthy elements of your campaign isn’t when you’re drafting your entry – it’s before you start work on your campaign.

Define Your Why

Start with a purpose, and make it central to your campaign. Will your campaign advance your industry in some way, make a difference for a philanthropic cause or support innovation in DEI? It’s important to think beyond the positive impact a campaign will have on your business and define how your work will contribute to the greater good. Awards programs don’t reward teams who “did their job”; they reward teams whose impact is bigger than themselves.

Campaigns that have created a tangible effect outside of their organization of origin are the ones that take the cake.

Write Everything Down

Keeping track of your work as you go is crucial. Don’t wait until you’re getting ready to submit an entry to map out the key components of your campaign; recording your process as it happens ensures the highest quality of detail and accuracy.

Most PR awards programs have a similar entry format which asks you to outline your starting point, strategy/tactics, execution and results. Your starting point should summarize what your campaign is seeking to change, improve or affect, and why. In the strategy/tactics section, you’ll be asked to provide an overview of your PR plan. Your execution outline should include the most notable steps you took to carry out your PR plan, and your results summary should lay out the measurable ways your campaign achieved success. Make it a point to track results data for your campaign – numbers speak louder than words!

Polish Your Presentation

At the conclusion of your campaign, you’ll most often need to consolidate all of your work into a concise summary along with compiling supporting materials. Choose a member of your team who is a strong writer with immaculate attention to detail to own this part of the process. How you present your results and what you choose to highlight are the most important factors to pay attention to at this step. Be sure to demonstrate how your campaign has not only impacted your business but other communities, groups or causes as well. Place data at the forefront of your presentation and make sure your summary encompasses all of the successes you want to highlight; often times supporting materials are only scanned.

Spread Your Submission

Enter as many awards contests as your time & resources allow! The more programs you submit your entry to, the more likely you are to get recognized for your hard work and contributions to your industry. Once you’ve perfected each of the steps outlined above, receiving the accolades your business deserves is just be a matter of placing your work in front of the right audience.

Ready to win company awards and recognition? Learn how business awards can be a part of a larger PR plan by reaching out to us at [email protected].

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