Wednesday, December 21, 2016

Tis the Season

By: Cole Buergi, Leonard & Finco Public Relations

We’re well into the holiday season and many people have completed their gift shopping or, in some cases, are just about to begin. It’s a happy time spent with family and friends, enjoying good food and exchanging presents. 

It’s also a great time to make a difference in the lives of those less fortunate. There are many people who will be lucky to get a hot meal, much less a warm place to sleep. 

Fortunately, we have a number of great community organizations that work to make a difference every day of the year, but they need your help. 

Some of the great Green Bay area organizations include:

This is just a short list. There are many other wonderful organizations throughout the area that make a big impact. 

Please consider supporting them and help make this a brighter holiday season for everyone. Any donation, no matter the size, means the world and makes a real difference.

May you all have the Happiest of Holidays!

Thursday, December 15, 2016

The crystal ball: Top PR trends for 2017

By: Susan Finco, Leonard & Finco Public Relations

It’s that time of year. No, I’m not talking about the holidays, although it is that time of year. I am talking about predictions. It seems in every industry, people come out with predictions and trends for the New Year. So what do we, at Leonard & Finco, think will be trends in PR this coming year?  Here’s our top 5 list:

5.  Influence of social media. Everything we see indicates the increasing influence of social media; it isn’t going away anytime soon. That doesn’t mean traditional media is dead; quite the opposite.  Traditional media will continue to provide news with a growing emphasis on doing so via social.
4. Social media advertising.  Understanding how social media advertising works, what it will and won’t do, will be essential to good PR efforts.
3. Key words.  Want to extend the reach of your online communication? Key words – especially in headlines – are more important than ever.
2.  More visuals.  It’s the world we live in. Photos. Videos. Live streaming. Some visual element(s) is a must in PR today.
1. Analytics. None of the preceding items are relevant if you don’t know what they are doing for you or if they’re accomplishing your goals.

And while there will always be new trends around the corner, there are some things that WON’T change in the PR world in 2017. Those include:

5.  Continued importance of targeted communication. We are bombarded with more messages than ever before. Make sure your communication efforts are targeted.
4.  Face-to-face conversations still count. Whether it’s in-person or via video, seeing someone face-to-face can make a world of difference when establishing or maintaining strong agency-client relationships.
3.  Having a plan. If you don’t have a plan, you’re flying blind. And how do you know if you reached your goals?
2.  Good grammar. Even with all the shortcuts for Tweets and texts, good grammar remains important when trying to get your message across.
1.  Knowing what makes something interesting. Always know what makes your communication efforts interesting to others; be it journalists, co-workers or another business. That’s the hook you need to get them to watch, read and listen.

Is there anything you’d like to add to this list?  We’d love to know.  In the meantime, happy holidays from everyone at Leonard & Finco Public Relations, Inc.!

Thursday, December 8, 2016

3 ways to stand out in a sea of messages

By: Noelle Cutler, Leonard & Finco Public Relations

5,000. That’s the number of ads/branding messages we’re exposed to every day. So how in the world are you supposed to get your business’s message to the surface? 

Choose your messages wisely. If you’ve ever watched Indiana Jones and the Last Crusade, you know the memorable line “Choose wisely,” from the scene where Indiana is trying to choose the cup that will heal his father. There are a lot of beautiful cups to choose from, but Indiana can choose just ONE. When choosing the focus of your advertising or outreach, remember to KISS. Keep It Short and Simple. That very acronym is short and to the point. I understand it; I remember it.  So, if you want to get through to your audience, choose ONE simple and memorable message. 

Get with the program. Or more accurately, get in the program. I always think of American Idol judges holding Coke cups during the show, as an example of this. Instead of a Coke commercial outside of the show that could be muted, this product integration can’t be ignored without missing the whole show. Not to mention, Coke gained some credibility when viewers saw celebrities using and enjoying the Coke product. Taking this principle away from the TV screen, perhaps your business needs more than just a sponsored logo at a trade show that could be ignored; instead someone from your business could give a presentation on a trade topic. Now your business is associated with an expert in that field. Not only is getting in the program more memorable than a logo or a flat-out advertisement, it builds credibility. 

Be a social media butterfly. Time to transform your regular social media posts into posts that get noticed. Start with a little research to find out which of your posts have gotten the most views and highest engagement rates. Then start experimenting with social media advertising. The key to social media advertising is choosing an already well-performing post and then spending a little dough to target it to a specific audience outside of your follower base. Targeting a post about your electronics recycling drive to users who like recycling means your audience is already interested in the issue. They’re primed to notice a post with a message they’re already interested in and less likely to tune you out. 

Targeting your simple, hard-to-ignore message to the right audience will no doubt help it stand out from the other 4,999 ads.