Pivot PR, a dynamic and rapidly growing public relations agency, is seeking a highly motivated communication professional to serve as the client lead on business-to-business and business-to-consumer accounts. The PR Manager role requires deep communication acumen, keen project management skills and creativity. As a boutique agency, Pivot PR offers employees an unmatched opportunity to grow and expand in his/her role and work with top-tier brands/companies, all within a traditional agency framework yet cutting-edge and current-day mentality. The individual must have agency experience.
Key Responsibilities & Qualifications
- Create customized and strategic public relations plans for clients
- Lead meeting(s) with clients to assess business goals and gain needed information
- Conduct secondary research to shape plan
- Hold internal brainstorm meetings to ideate creative strategies and tactics to include in the plan
- Strong knowledge of all public relations communication tactics; must know how/when to execute, including but not limited to:
- Messaging/Content Creation: must be extremely adept at all types of writing, including media materials, blog/social media/web copy, white papers, case studies, technical articles and award nominations
- Media Relations: building media lists, developing creative pitches, story angles and media lists, as well as monitoring and spokesperson training
- Influencer Relations: identifying influencers, building rapport and project managing social media campaigns
- Community Relations & Events: will be in charge of developing community-based programs, identifying appropriate partners/organizations, establishing communication plans for trade shows and all aspects of promoting events
- Additional consideration for crisis communications and content marketing
- Should have experience leading client and new business meetings, in-person and via teleconference; must be organized and clear with agendas, follow-up items and campaign/project management
- Needs to be proficient in recording billable time for clients
- Will develop detailed monthly client reports including work completed, goals attained and future forecasting
- Develop new business proposals
Compensation & Benefits
Competitive salary based on experience with additional profit sharing opportunities. This is a work-from-home position (must be in Charlotte area) and candidate must be available during regular business hours. PTO and other benefits also dependent on experience.
- At least a four-year degree in journalism, public relations, mass communications or marketing
- Strong writing experience; must provide writing samples and perform writing test
- Must be proficient in Microsoft Office suite and in AP style
- Should be a self-starter, able to work independently and proactively, but also able to collaborate and work well in a team setting
- Additional considerations for experience in social media, web development, design, video production and/or advertising
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Are you more likely to buy a new product after seeing an ad directly from a company, or after seeing someone you follow on Instagram actually use it? We thought you might say the influencer … crazy world we live in, right? Today influencers are not just Hollywood celebrities, but regular individuals with large, loyal and highly engaged followings. The 2018 Influencer Marketing Report from Business Insider found that influencers on Instagram have double the user engagement rate compared to corporate brands, clocking in at whopping 5.7%.
With more marketers and influencers saturating the market every day we must be smart when working to insert our brand into their precious scrolling squares. Keep these 4 things in mind as you approach new influencer relationships:
1. Identify organic influencers who jive with your brand | Just as you target your media pitches, you also want to target your influencer pitches. If your brand is kid focused, you want to connect with the mommy influencers; if your brand is beverage focused, you want to connect with the foodie influencers. If the brand and the influencer do not share the same values, then your end result will reflect that disconnect.
2. Do your research, then outreach | An influencer is going to be more inclined to work with you if you show that you took some time to get to know them. Many influencers share personal information and experiences with their followers, making their outlet a vulnerable place for them. Respect this; learn what they care about it and craft your pitch around it.
We regularly follow and interact with influencers on our business Instagram account so that we can get to know them better, and in a recent case, catch them enjoying our product organically. In this specific scenario, we reached out, noting that we had seem them enjoying our product already and created a partnership moving forward.
Even if they are not currently using your product, reference a recent blog post or Insta Story in your outreach email to show them that you are paying attention and care about the content they are working to provide for their followers.
3. Communication and collaboration are key | Just as in any relationship, the ability to work together openly and honestly are extremely important. Your initial contact should lay out what you are looking for, why you want to work with them and that this is a collaboration, not a sales pitch. Have a direction in mind but trust the influencer’s knowledge of their own audience and allow room for conversation and brainstorming around what type of content would be best.
Additionally, be upfront from the beginning about the benefits to both parties and if there are any payments, trade product or other benefits trading hands. You don’t want to get deep into building out the campaign and then realize the influencer was expecting financial compensation you weren’t planning to provide.
4. Provide an authentic experience | The reason consumers trust influencers over traditional advertising is due to the authenticity of their content. They trust that they have used and liked the product they are telling them about and are giving an unbiased review. One of the ways we have been able to give influencers an authentic experience with our product is to host VIP or exclusive events within our client’s stores. This allows influencers to interact, taste, sample, ask questions and feel appreciated for the work they are putting into the partnership. We never let them leave without a goodie bag and the opportunity to pass a similar in-store experience on to their followers in the form of a gift card giveaway – mutually beneficial for both parties.
When done right, thoughtfully cultivated influencer outreach can pay off long after your initial campaign. Never think of it as a one-off, but as an ongoing relationship. Even if you don’t have another campaign soon, keep in touch by following them on their social networks and becoming part of the conversation. They’ll appreciate it and take notice for next time
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You’re focused on promoting all the exciting growth and strides your company is experiencing. Everything is trending upwards. Then, in a single moment, without any notice… everything changes.
Are you prepared for when your organization faces a crisis?
Recently, I had the opportunity to present at the Public Relation Society of America’s (PRSA) Communications Symposium at the Ritz-Carlton in Uptown Charlotte. My breakout session, entitled Navigating the Rough Waters of Crisis Communications, provided the audience with several factors to consider before their companies or organizations face a potential crisis. The discussion focused on my experience in the summer of 2016 as the Brand Communications Manager of the U.S. National Whitewater Center, when we found ourselves at the center of media attention on a national and international level… virtually overnight. Among a room of communications professionals, I offered a few key takeaways to help presently prepare their own companies and organizations. I asked them three simple questions:
Who is your team? Know your key players to call on in a crisis situation before one arises. This will simplify the communications process in what will otherwise likely be a stressful period of time for your organization.
Who is your audience? It may sound obvious… but it’s vital. If you can clearly define who you are speaking to, it will help in crafting your message and determining the best mediums for sharing it.
What is your voice? Your organization’s voice does not change in the face of a crisis. Remain consistent with the reputation you have built for yourself. The public will recognize your authenticity and be more open to your message.
Interested in learning more? Check out our recent post on Navigating the Rough Waters of Crisis Communications!
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It’s the age-old question, what’s the difference between marketing and public relations? We spend most of our day hereat PIVOT PR explaining this until we’re blue in the face, but today we’re going to simplify and give you an explanation that actually makes sense. Why? Because no one really understands the definitions below, and the lines between marketing and PR are increasingly blurred.
The American Marketing Association (AMA)
Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
Public Relations Society of America (PRSA)
Publicrelations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.
Would you agree that these are too vague and don’t really tell you…anything? Consider the following three things when evaluating marketing vs. PR.
Revenue vs. Reputation
Marketing exists to drive revenue, while public relations exists to build a reputation.
Paid vs. Earned
If you pay, it’s typically marketing. If it’s free, usually PR.
Public Relations is Marketing
Rather than seeing them as mutually exclusive, it’s important to understand that public relations is a small portion of all things marketing. Marketing is the holistic arm which supports the 4 P’s: product, price, place, and promotion. In addition to PR, marketing includes things like sales, advertising, packaging, graphic/web design, qualitative/quantitative research, etc.
Want to putyour knowledge to the test? Take THIS Marketing vs. PR test and let usknow how you scored!
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Writing a press release, posting to social media or landing a speaking opportunity … any public relations practitioner worth their salt should be able to execute these tactics. What separates elite PR professionals from the rest of the pack is creativity and strategic planning. Truth be told, the word “strategy” has been way over stated and under delivered in our industry, so we’re here today to do something about it. Let’s breakdown what an effective and strategic public relations plan should look like.
Step 1: Identify Your Business Objectives
These are the pre-determined goals you have for your business as a whole. An example of common business objectives that can be tied to public relations outcomes are customer and employee acquisition/retention, community engagement and public policy.
Example: Employee acquisition- hire an additional 15% to your workforce with a focus on mid to high-level employees that have a strong technology background.
Step 2: Create a Strategic Vision
Only after you’ve defined what your business objectives are can you develop a strategy to support them. It’s oftentimes recognizing the need to build brand awareness, credibility and/or stronger relationships with your various stakeholders. With that information, you should now have a good understanding of what tactics will work best to support your strategy.
Example: Position your organization as the premier technology start-up in your region, where all the top talent can go to be nurtured and rewarded for their efforts. Strong work-life balance and opportunity to “climb the ladder.” Understand your strategic vision should rely heavily upon credibility and corporate culture given your business objective.
Step 3: Develop Tactical Solutions
The devil is in the details. This is the appropriate time to vigorously brainstorm and research how to execute each of the tactics you’ve identified. Create detailed sections explaining exactly what and how you’ll execute for each tactic, such as media/influencer relations, content creation, social media, community relations and partnerships, awards, speaking engagements, crisis communication, brand reputation, policies and procedures, etc. A timeline is also helpful to stay on track!
Example: Keep in mind you should have several tactical solutions to support your vision, but one example would be to research what “Best Places to Work” award opportunities are available within the country’s top technology publications. Poll your existing employees and nominate your organization based on their feedback. Win the award, and in addition to landing a cover-page feature in the publication, you should also tout this accomplishment on your owned media channels and consider paid opportunities surrounding your corporate culture.
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