Location isn’t just important in real estate

By: Allison Barnes, Leonard & Finco Public Relations

Social media is often measured in the success of a topic by what’s trending, how many views a video may get, or how many likes, retweets or shares a post gets. But what’s next for determining successful social media? The activity in each location. 

In a recent Forbes article, the author shared that “Geosocial Index” is becoming a prevalent way of measuring social media presence, such as people’s posts, likes and shares, at popular locations across the globe. 

The idea behind it is to track the social media presence of a location to determine which locations are more popular than others. Locations like sports venues, hotels and tourist destinations are currently being tested in this method. 

With this new way of thinking, it’s important to make social media content specific to locations and for public locations to be more active on social media. For example, airports could benefit from this method of measurement because travelers passing through often kill time between flights on social media. By encouraging these visitors to share their location on social media and to post about the airport will boost the social activity. 

Social media platforms often give users a way to share their location. For example, “check in” on a Facebook status or give your location on an Instagram photo. Tag your location on a tweet or add one of the popular location filters to your next Snapchat photo. An interesting display, artwork, large logo or window overlooking a view are just a few options to give visitors at any destination something they will want to share. 

This location data from social media could be influential for those looking for the latest trendy travel destination or up-and-coming city activity. The data will also increase the profile of hotels, landmarks, concert venues and tourist destinations.

What do you think of Geosocial Index? Are you influenced by location?

Practice makes perfect, especially in front of an audience

By: Cole Buergi, Leonard & Finco Public Relations

I was listening to a presentation recently about a topic that wasn’t that overly interesting, yet I found myself compelled to listen to what was being said. On my way back to the office following the presentation, I thought about why I was so intent on listening to the speaker.

Upon reflection, it truly boiled down to the presenter’s style, the appropriate use of inflection in his voice and how he had a strong sense of conviction in his message. I thought others could use some tips on how to be a better presenter.

It’s always good to have an interesting topic to share but, if you don’t, you still can capture your audience with some simple techniques:

Practice, practice, practice…

Practicing a speech in advance not only builds confidence but allows you to memorize more of what you’re going to say, preventing the need to rely heavily on note cards, if at all. It also allows you to fine tune your messaging and identify natural transitions on topics.

Speak clearly…

Pronounce your words clearly and speak at a level so that everyone listening can hear. Practice using inflection in your voice so that you don’t come off as monotone and boring.

Avoid filling silence with the speech killing ums and ahhs…

We’ve all this done and, yes, I’m guilty of it even today, albeit I actively try not to. Don’t believe me, truly listen to how a good speaker is speaking and you’ll notice that he or she seldom, if ever, says, “um” or “ah” as a pause in their speech in preparation for what they are about to say next. Television and radio news anchors are especially good at it.

Use hands and body gestures…

Don’t just stand with your hands in your pockets or by your side. Just like when you use photos and video in PowerPoint to capture the audience, use your hands, arms and body to help maintain their attention.

Finally, look at your audience…

They are not there to look at the top of your head while you look down at a podium and read off a script. Making eye contact with your listeners builds rapport and shows that you’re confident in what you’re saying.

Following these simple tips will make you a much better speaker and one who people will want to hear.

Do you give speeches regularly? Feel free to share tips you use to be successful.

4 tips to making an effective online video

By: Noelle Cutler, Social Media Manager, Leonard & Finco Public Relations

In 2015, users spent 100 million hours viewing videos on Facebook. If you think that’s a lot, you might be in store for more shock in the near future; some predict that video will account for over 80% of all internet traffic by 2019.

So video is and will continue be, a big deal. Whether it’s on Facebook or other platforms, the audience is there, and so is the potential to tell your brand’s story in a powerful way. Here are four tips to tell your story effectively through video:

1. Keep it short. You’ve heard it said that the attention span of humans is about seven seconds long, which is shorter than a goldfish’s attention span. Whether that exact statistic is accurate, the truth is we’re busy people and even the best-intentioned of us don’t always have the time or brain-space to devote to a long video. Best rule of thumb: keep your video between 1-3 minutes.
2. Don’t make sound a necessity. Not everyone enjoys that catchy music or detailed narration in the background of your video. Plus not everyone wants to subject the people around them to that audio. Don’t penalize the hearing-impaired or the viewers who don’t use audio; create the video in a way that makes it just as fun and informative with or without sound.
3. Be visual. This may seem like a no-brainer if you’re making a video, but it’s not as easy as you think. You may be tempted to just use a talking head for the entire length of your video, but you’ll end up with a video that isn’t visually compelling.
4. End it on the right note. What’s the point of your video? Ask yourself this question and make sure you drive home the answer at the end of the video. The purpose of your video is oftentimes to get viewers to take action, like visiting your website store or donating to your cause. Motivate the viewer to take these actions with strong messaging and easy to follow instructions.

Media Interview Tips

By: Jim McShea, Account Executive, Leonard & Finco Public Relations

You’ve done it. A story you’ve pitched has generated interest from a media outlet, and the reporter is on their way over for an interview. Now you must make sure you can express your message clearly, and succinctly.

Here are some tips that can help: 

• Articulate your message. You’re not there to just answer questions, you’re there to get your message across. Once you determine your message, stick with it, and work it into your responses to the reporter’s questions.
• Keep your answers short and concise. Your interview may take a while, but for a typical story, reporters are looking for soundbites that run between 10 and 20 seconds.
• Try not to talk too fast or ramble.  Keep your audience in mind by speaking in familiar terms. Avoid technical jargon. 
• Never assume that the reporter knows what you’re talking about. Though they are trained professionals, they are not necessarily experts on all that they cover. Many times, they rely on the interview that you are giving for facts and commentary. Depending on the medium, reporters can have anywhere from several weeks to only a few hours to research stories. Take the time to make sure a reporter understands what you’re saying.
• Don’t speculate. Your credibility depends on accuracy. If you don’t know an answer, say so. Offer to research the answer and make sure to follow up.

Before your interview, there are a few things to keep in mind: make sure to practice your responses ahead of time. Practicing will allow you to fine tune your message and become comfortable with your answers. If you’re taking part in an interview for television, make sure to concentrate on the interviewer, not the camera. Also, maintain eye contact with the interviewer and smile, if appropriate. Look your best and choose your outfit wisely. Avoid multiple patterns (such as stripes or checkers), or colors since cameras can render them oddly.

Most importantly, believe in yourself! If you need to ask someone for advice beforehand, great, but when the interview begins, you’re on your own.

The wrong word and quickly you’re the next social media topic

By: Scott Stein, VP of Client Services, Leonard & Finco Public Relations

This past Monday was Patriots’ Day. Typically, not a big holiday for most of us, unless you happen to be in Massachusetts or you’re fast enough to qualify for the Boston Marathon.

Many of the more than 26,000 runners who finished the race this year received an email from race sponsor Adidas on Tuesday. Its goal was to celebrate the runners, recognize their accomplishment and maybe sell some additional sports apparel. But the email went out with the subject line…“Congrats, you survived the Boston Marathon!”

Given what happened four years ago when bombs went off at the finish line, killing three people and injuring more than 260, the email quickly became the subject of criticism on social media. Some of the responses on Twitter…

• “I don’t know how an advertising team doesn’t catch this.”
• “Seems a little inappropriate.”
•  “Are your copyrighters living in a black hole?”
•  “Did you hire the @united pr team?”
•  “Adidas – are you tone deaf?”

Adidas, a long-time sponsor of the Boston Marathon, responded quickly…

“We are incredibly sorry. Clearly, there was no thought given to the insensitive email subject line we sent Tuesday. We deeply apologize for our mistake.”

The Boston Marathon is one of the most inspirational sporting events in the world. Every year we’re reminded of the hope and resiliency of the running community at this event.”

The Adidas’ Twitter account also has many tweets of support, including those who say many people are too easily offended these days.

Still, given what happened in Boston on Patriots’ Day in 2013, one has to wonder how a subject line like that made it through the review process and into people’s inboxes. It’s a great reminder to those of us who send things out via email, social media, snail mail or any other form of communication, have a second or third set of eyes take a look at it. They may catch something that you just didn’t consider.

United Airlines: A crisis that keeps getting worse

By: Cole Buergi, Leonard & Finco Public Relations

There’s an old adage about being in trouble. It reads, “When you’re in a hole, stop digging.” That’s sound advice that was ignored by United Airlines (UA) immediately following a video on social media showing aviation police manhandling a passenger off a flight. Was this passenger being unruly or disruptive to deserve such treatment? No. He simply was chosen as one of four passengers to be asked to give up their seat as UA overbooked the flight.

With the incident itself creating a deep crater, UA should have realized the seriousness of the matter and stopped digging. Instead, UA grabbed the shovel firmly and started digging even deeper by issuing a statement to address the incident. It read:

"This is an upsetting event to all of us here at United. I apologize for having to re-accommodate these customers. Our team is moving with a sense of urgency to work with the authorities and conduct our own detailed review of what happened."
— United CEO Oscar Munoz

Not exactly what you would call a sincere apology and so full of fluff, that even the most corporate minded individuals recognized this as pure bologna. Not only did the original incident set social media ablaze, the statement added even more jet fuel to the fire.  

What should have immediately happened instead is textbook PR 101: Crisis Management which includes a full apology from Munez to the victim and to announce that immediate steps are being taken to ensure something like this never happens again. 

Instead, it took days for an apology and only after immense pressure was placed on UA and Munez. Since then, Munez has been making the media rounds clarifying UA’s position. Considering it’s stock price and brand destruction, it may be too little, too late.

What do you think UA should have done differently? If given a choice, would you pay more to fly a different airline just to avoid flying United Airlines?

Saying “Yes” in PR

By: Allison Barnes, Account Assistant, Leonard & Finco Public Relations

Someone recently told me their new motto in life was to say ‘yes’ to opportunities and experiences because it will either be a great time or they will have a great story on why it didn’t work out. After I heard this, I thought about how we could say ‘yes’ more in public relations. 

Staying on top of trends is easier said than done because there are so many to keep up with. The coolest social media platforms seem to change week by week, while other trends may feel out-of-date by the time you implement them. 

Think of an area in your business you would like to improve and choose one way to try to improve it. This could be anything from refreshing your social media content, trying a new computer program or testing out an organizational system for the office. Invest the time and energy it deserves to give it a fair chance, and see how it goes. If it works out, great, but if it doesn’t then don’t sweat it! What did you learn from trying it? Can an aspect of the implementation be changed for a better result? 

The same can be said for pitching a story to the media. If a reporter is interested and wants to do the story, you’ve reached your goal. On the other hand, if the reporter doesn’t like the pitch, they may tell you why it doesn’t work for them. This is valuable feedback to learn because it may inspire a different story to pitch, a new approach to the pitch or the reporter could reach out to you in the future on the topic.

Saying “yes” can lead to a lot of wonderful opportunities, lessons or success for your company. So, what will you say yes too?