Why Down Times Call for More Marketing, Not Less

by Administrator | Jul 5, 2023 | Blog

Tips From The A-Team

The foreman of an orchard reported to the owner that the trees were growing fewer apples and only on the higher and harder-to-reach branches. What should we do, the foreman asked.

Let’s spend less on ladders, the owner said.

That doesn’t make sense, but many businesses react similarly during economic downturns by cutting their marketing and PR budgets, the very things that generate sales and visibility.

We asked our team of experts for their thoughts on why marketing, PR and social media are more important than ever in difficult times. Here’s what they had to share.

A good agency will work with clients to get the most out of a reduced budget, says Senior Account and Content Director Michelle Noteboom: “The right PR team will help you find ways to maximize the value of your PR investment by creatively repurposing well-crafted thought leadership content and earned media placements.”

Tough times often lead to increased competition for a shrinking pie. Doing less marketing puts a company at a disadvantage, says VP Marcia Rhodes: “PR can help differentiate a company from its competitors by highlighting its unique value proposition, featuring its strengths, and showcasing success stories. Effective PR can position a company as a thought leader, innovator, or industry expert, giving it a competitive edge and attracting clients who are seeking stability and reliability.”

Tough times don’t last forever, but tough companies do. Smart companies will take the opportunity during a downturn to position themselves for when the economy recovers, says Senior Account Director Mardi Larson. “Remaining top of mind among your key audiences is important so when conditions improve, they’ll remember you. Plus, with competing companies falling out of the PR field, it’s time to pounce and seize the opportunity to amplify and own your position in the marketplace through earned media,” she says.

“The No. 1 mistake I see companies make during tough economic times is cutting their marketing and PR when, in fact, marketing and PR are what is going to bring your company awareness, which, as we know, leads to business,” says Katlyn Nesvold, Senior Account Director.

An economic slowdown is the time to dig in, says Senior Social Media Account Director Michelle Smith. “In a down economy, investing in your brand and social media presence is crucial for standing out, establishing yourself as an industry leader, and attracting new business opportunities. By creating a unique brand voice and consistently sharing valuable content, you can build credibility and differentiate yourself from the competition, ensuring your business thrives even in challenging times.”

In times of economic uncertainty, businesses want to work with vendors they trust, says Grace Vinton, Account Director and Media Specialist. “Having a solid PR program can help you build that industry trust and help you close the deals you’re trying to close,” she says.

If a downturn prevents a business from creating new marketing content, it can always recycle old material, says Account Manager Maddie Noteboom: “Content marketing can cost far less than traditional marketing, making it one of the most cost-effective methods to connect to your target audience. One low-cost content marketing strategy I recommend to clients is a content refresh. Dig into the archives of old blog posts, ebooks, white papers and infographics, and update them with new insights, fresher graphics, and revamped SEO.”

The experts agree. If you want to harvest apples, invest in ladders.

How To Create Media Pitches That Work

by Administrator | May 16, 2023 | Blog

Tips from The A-Team

Fewer reporters, with greater demands on their time. Fewer outlets and more competition for coverage. Face it, it’s a shrinking strike zone for media pitches.

That’s why it’s crucial to make those media pitches as good as possible: well-composed, on target and impossible to ignore. We asked our public relations experts for their advice on how to create pitches that journalists can’t resist:

Know the news and stick to it

“So what?” is the most devastating response to a pitch. “A former colleague who had worked as a newspaper journalist would always ask me, ‘so what does this mean for my neighbor Sally?’ when reviewing my pitches,” says Account Director Megan Moriarty. “A basic pitch to a reporter tells them what the news is, and I always try to add perspective about why it matters for their readers. Answering the ‘so what?’ question in a pitch provides clarity about the potential impact and demonstrates why the reporter should cover the story.”

Remember that the release must work for the outlet, not just the client. “The first question I aim to answer when drafting a pitch is, ‘How does this news provide value to the media outlet?’,” says Account Manager Maddie Noteboom. “If you can make that connection, the rest of the pitch will fall into place. By concisely stating the value to journalists, you can make the transaction feel more mutually beneficial rather than a one-way activity.”

Clients love to talk about themselves in press releases. The problem is journalists don’t care about the company, just the news. “Limit the puffery and keep the company in the background. Always keep the audience in mind,” says Jim Sweeney, senior account and content director.

One way to do that is to make the value of the pitch explicit. “Instead of just pitching a thought leader and their generic bio, explain why this person is the best suited to discuss the topic, especially if you are pitching a vendor!” says Senior Account Director Katlyn Nesvold.

Newsjacking, or tying a pitch to something else happening in the world, is another proven tactic, says Senior Account Director Janet Mordecai: “Pulling from the day’s headlines and directly correlating that to the company or the spokesperson’s experience speaking to that exact issue often works.”

Include data

Reporters love data. It lets them know there is some substance behind the pitch, advises Senior Content Director Morgan Lewis. “Pitches that contained fresh, original and relevant data always got my attention when I was a reporter and editor,” he says. “Case study outcomes, survey data, or clinical trial results that were pertinent to my publication would receive more consideration because the information could be used in so many different ways: a short brief, a stat to include in a related article, or in some cases, a byline about the data itself.”

If a client doesn’t have data, sometimes they can create their own. “Consider conducting an online survey using Pollfish or Harris Poll to generate data that’s supportive or even counter to your pitch. People’s points of view on the story enrich the pitch,” says Mardi Larson, media relations and account director.

Present the news concisely. “Reporters and other influencers consume content differently than in the past. Use bullet points and economy of words to convey your pitch. The pitch still needs to be substantive, but one can’t forget presentation either,” says General Manager Philip Anast.

Identify the right reporter and outlet.

Pitching a journalist or outlet on a subject they don’t cover is not only a waste of time, but hurts your credibility and that of your client, says Grace Vinton, account director and media specialist: “You need to be 100% certain a journalist covers a topic before sending them a pitch about it. There’s no excuse. All of their articles are online. The best pitches are tailored to a journalist’s beat and interest area and will help level-up the journalist’s coverage on the topic in some way!”

When possible, individualize the pitch, says Senior Account Director Yancey Casey. “Making a connection with reporters through custom-tailored pitches is the best way to rise above the noise and drive conversations. Respect their time — and yours — by pitching thoughtfully, concisely, and with their readers in mind,” he says.

On-target and personalized pitching is a great way to build long-lasting media relationships, says Tara Stultz, chief strategy officer: “If you take this approach, reporters will know that you only reach out to them when you have a story that is aligned with what they are looking for. As a result, they will be much more likely to open your pitches, respond to them, and cover your clients’ news and thought leadership. Yes, media relationships matter–and this is how strong ones are forged.”

Write a great subject line.

In the old days, a reporter at least had to open an envelope and read a release before crumpling it into a ball and firing it into the wastebasket. Now, an emailed pitch can be consigned to oblivion without ever being read. That’s why an eye-catching and compelling subject line is so important, says Michelle Noteboom, senior director of accounts and content. She offers the following tips:

1. Use active voice.
2. Include a question, e.g., “Can AI tools enhance patient safety? One health system leader says ‘yes’.”
3. Be provocative when you can, e.g., “We don’t have a doctor shortage. We have a shortage of using doctors efficiently.”
4. Offer a numbered list, e.g., “5 ways AI is driving documentation efficiencies.”

Keep it short, adds Senior Account and Content Director Maria Meredith: “Make the subject line pithy, with something their readers will care about, and then get to the point quickly within the first few lines. Anything you can do to make it faster and easier for journalists to hone in on stories that will pique their readers’ interest will help build those relationships.”

It’s an unfortunate fact of PR that most media pitches fail to generate coverage, but following the advice above will give yours a better chance of succeeding.

What’s My Tagline?: ViVE2023 With James Aita And Grace Vinton

by Administrator | Apr 26, 2023 | Blog

Grace Vinton, a seasoned PR director for Amendola Communications, and James Aita, Director of Strategy and Business Development at Medicomp Systems chat with HealthcareNOW Radio’s “What’s My Tagline” host Carol Flagg about the recent ViVE 2023 conference in Nashville. Listen in as they share their top 5 takeaways from the conference.