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Start Your PR Future with These 7 Essential Skills
- 1. 2016 uOPRA Conference ‘YOUR FUTURE STARTS NOW’ With:
- 2. FASHION. BEAUTY. LIFESTYLE. Introducing @20YS… THEN.
- 3. IT STARTED WITH AN IDEA. What if? ANALYZE WHAT ALREADY EXIST. Does what you want to do exist? DO YOUR RESEARCH. If it exists, how can you make it better? FIND YOUR RESOURCES. If it doesn’t, how can you create it? RAISON D’ETRE. What do you hope to achieve? JUST DO IT. Why not take the leap of faith and just do it? IN THE BEGINNING
- 4. MY VERY FIRST BLOG POST.
- 5. SIMPLE GOALS: USE SOCIAL MEDIA TO REACH OUT. To communicate with others. BUILD A NETWORK. Connecting with people with the same interests. ESTABLISH A PLATFORM. To feature others: designers, photogs, artists. BUT IF YOU BUILD IT, WILL THEY COME?
- 6. Combined audience of readers and followers - UNKNOWN. Page views and unique visitors - NO IDEA. Perceived influence online and IRL - TO BE DETERMINED. READERSHIP DEMOGRAPHIC BLOG FACEBOOK TWITTER
- 7. ASK ME ANYTHING JACK OF ALL TRADES, MASTER OF NONE.
- 9. MEDIA. MARKETING. PR. AND MORE... Introducing @20YS… NOW.
- 10. THE TIPPING POINT DO THE MATH. Analyze your statistics, traffic sources. PICK A NICHE. ANY NICHE. Be different. Be YOU. ANALYZE YOUR MARKET. What is the missing element, the gap.
- 11. IF YOU TAKE HOME ANYTHING TODAY, TAKE THIS: BECOME AN AUTHORITY IN YOUR FIELD. THE GO-TO EXPERT.
- 12. Combined audience of OVER 100,000 readers and followers. Pageviews/visitors: OVER 60,000 – Canada, US, France and Asia. VIEWERSHIP BLOG READERSHIP FACEBOOK TWITTER INSTAGRAM TV RADIO VIDEO
- 13. OTTAWA CITIZEN ON OTTAWA FASHION WEEK
- 14. CTV NEWS
- 15. OTTAWA CITIZEN
- 16. CBC NEWS
- 17. CBC OTTAWA
- 18. MERCDES-BENZ / FASHION WEEK
- 19. FEATURES AND PUBLISHED WORKS
- 20. ALDO A-LIST GRAND OPENING PARTY
- 22. FIRST H&M IN OTTAWA – GRAND OPENING PARTY
- 23. SOPHISTICATED
- 25. GOING BEYOND THE BLOG
- 26. WELCOME TO SKYFALL BLUE
- 27. PARLIAMENT OF CANADA AWARD
- 28. GREATEST HONOUR FROM CANADA’S HOUSE OF COMMONS
- 29. YOUR FUTURE IN PR STARTS NOW THE 7 SKILLS YOU NEED TO LAND YOUR DREAM PR JOB (EVEN RIGHT NOW) 1. Graphic Design Skills 2. Photography Skills 3. Research and Sleuthing Skills 4. Blogging Skills 5. Communication Skills 6. Networking Skills 7. Volunteering Skills NORDSTROM GALA
- 30. REACH OUT CREATE YOUR BRAND BUILD YOUR IDENTITY CARVE YOUR NICHE GO VOLUNTEER BE ENGAGED
- 31. A BLOG IS A VERY GOOD PLACE TO START. What do you post. When. How often. Is it all about the #SELFIE? CREATE YOUR PORTFOLIO TODAY
- 32. ARRRGH! I HAVE TO DO ALL THAT? TALENT VS. RESULTS
- 33. It all starts with your GOAL. What do you hope to achieve with your blog: PR Portfolio | Personal outlet for creativity | Online popularity | Expand Social Network | Potential revenue CONTENT CREATION VS. CURATION QUALITY VS. QUANTITY SPORTS FILMS DECOR TRAVELFASHION BEAUTY LIFESTYLE FITNESS CRAFTS STUDENT LIFE
- 35. IDENTIFY YOUR STRENGTHS. More than 101 ways to do PR. TODAY IS JUST THE BEGINNING. YOUR FUTURE STARTS TODAY. MONEY VS. PASSION HARD WORK AND PURPOSE HAVE INTEGRITY BE POSITIVE WORK HARD SHOW UP REALLY LISTEN ALWAYS LEARN
- 36. ASK ME ANYTHING
- 37. MARILOU MOLES AKA @20YS MARILOU@TWENTYYORK.COM WWW.TWENTYYORK.COM
Editor's Notes
- INTRODUCTION Thank you and acknowledgment of school officials and teaching staff. Whenever I go to a meeting that deals with a negotiation situation, I always start the conversation with this: So… I have a good news and a bad news kind of situation. Which one do you want to hear first? Most people say the bad news. I suppose that’s because after an unfavourable news, you still send up on a good note with the good news, yes? So, let us start this story the same way.
- Twenty York Street is and was a Fashion and Lifestyle Blog that showcases the latest trends in fashion, style and events in the city. @20YS is being read and followed in Canada, United States, France, Asia, Latin America and other parts of the world and it has a very strong readership in Ottawa. Our reader’s demographic is 20-55 years old men and women who are educated, professional, well-traveled and are upwardly mobile. Twenty York Street is always seeking opportunities to help build up the local community. We attend local and international events weekly in order to promote our sponsors and invest our readers in the local culture. We are sponsored by several companies such as Aldo Shoes, Turkish Airlines, the National Art Centre, Outaouais Tourism, Burberry, FORD, Nordstrom, Sketchers and more.
- If I may quote myself… it started as a personal blog. A platform to feature other talents: designers, artists, stylists, photographers, etc. Twenty York Street is and was a Fashion and Lifestyle Blog that showcases the latest trends in fashion, style and events in the city. @20YS is being read and followed in Canada, United States, France, Asia, Latin America and other parts of the world and it has a very strong readership in Ottawa. Our reader’s demographic is 20-55 years old men and women who are educated, professional, well-traveled and are upwardly mobile. Twenty York Street is always seeking opportunities to help build up the local community. We attend local and international events weekly in order to promote our sponsors and invest our readers in the local culture. We are sponsored by several companies such as Aldo Shoes, Turkish Airlines, the National Art Centre, Outaouais Tourism, Burberry, FORD, Nordstrom, Sketchers and more.
- I may be the only one who will end up reading it but I’ll just pretend I am talking to you my dear friends. This blog will be about, among other things, special moments in my life as well as the mundane everyday events because sometimes, you never know what your day will bring. I have been meaning to write a journal (and trust me, I have a collection of brand new journals and notebooks to prove that) and everyday, I have the intention to write on it but as we all know, life happens and another day goes by unwritten. So with this blog, I hope to change that. I hope to document things in my life that I would like to look back and remember. Things I am passionate about and the people I love and of course, and this may be the hardest part of all, to take note and photos of the things I wear – my take on fashion, my very own style.
- I may be the only one who will end up reading it but I’ll just pretend I am talking to you my dear friends. This blog will be about, among other things, special moments in my life as well as the mundane everyday events because sometimes, you never know what your day will bring. I have been meaning to write a journal (and trust me, I have a collection of brand new journals and notebooks to prove that) and everyday, I have the intention to write on it but as we all know, life happens and another day goes by unwritten. So with this blog, I hope to change that. I hope to document things in my life that I would like to look back and remember. Things I am passionate about and the people I love and of course, and this may be the hardest part of all, to take note and photos of the things I wear – my take on fashion, my very own style.
- How successful do you think that strategy is?
- We carved out our niche. Each brand has a slightly unique target audience, and so do you. As the PR team, we are responsible for finding, and filtering out, the right media opportunities for the brands we work with. Knowing your niche and having a clear understanding of the type of content you post and where brands have opportunities to work with you is critical for being PR-friendly, as well as a smart business strategy. It can backfire on you to blindly request samples for any product under the sun. If your site is focused on chic, outfit of the day posts, doing a sponsored post for a Cereal brand or a pair of flip flops could not only be a turn off for readers, it makes the brand content irrelevant and confusing. You are the steward of your brand and audience, treat them well and you’ll be in a stronger position to pitch me on why your blog is the right fit for one of my brands.
- Twenty York Street is a Fashion and Lifestyle Blog that showcases the latest trends in fashion, style and events in the city. But it is also a
- Traffic Set your own traffic benchmarks by reviewing the health and status of other blogs. Use Google Ad Planner or Quantcast to measure the stats of their blogs and see how they’ve grown in a set period of time. If a blog’s traffic has tripled in the past three months, analyze the content posted in that time period and see what was different. Did they get a placement on another? Did they amp up their social media presence? Did they take on contributors? Looking at this information will give you the information to follow in their footsteps. Pageviews: These will tell you how many pages your visitors are viewing while on your site. The higher the pageview, the more engaged your reader because they are clicking through your site. Meaning they like your content! Always important.
- You can just be “there” and not think. This might be the biggest myth I’ve heard and frankly, it’s one of the most harmful things I’ve heard too. Despite what people may say, social media requires thought, strategies and content development. You wouldn’t just throw your business card into an epic-sized fishbowl and hope that someone finds it. So why would you do the same with your social media? Yes, being active on social media is important but to be considered an expert or a reader-resource, I highly suggest taking time to figure out your social media content and develop your content to fit your brand/blog. Promote your posts. To get the most out of your social media efforts, figure out what channel drives the most traffic to your blog. (You can find this out by looking at your “traffic sources” in Google Analytics or your “stats” dashboard on Blogger or WordPress. If you’re getting twice as much traffic from Pinterest as Facebook or Twitter – give those boards some love! Here’s one truth about social media: it takes time. There are no overnight successes. But that doesn’t mean your hard work won’t pay off. This social media industry is about trial and error. You have to know what doesn’t work in order to see what does work.
- Watching what your competitor does on social media platforms not only gives you a heads-up into their brand voice but it also gives you an indication as to who they influence. Analyze how they speak to their consumers, how often they post, and then take that information into account when you are building out your own content. You don’t need to copy what they are doing, but just take note and transform it to fit your blog. NOTE FOR Q & A: what effect do you think Twenty York Street might be having on the Ottawa retail fashion market or on other facets of the industry?
- THE POSSIBILITIES ARE ENDLESS Your BLOG has become your online portfolio, business card,
- THE POSSIBILITIES ARE ENDLESS Your BLOG has become your online portfolio, business card,
- THE PARLIAMENT OF CANADA AWARD Twenty York Street is constantly growing and evolving and this year, we received an award from the Parliament of Canada for outstanding contribution to the community in fashion and lifestyle. We are thrilled with the exposure and support of media organizations like the Ottawa Citizen, CTV, Rogers TV, Where Ottawa and Ottawa Magazine.
- THE PARLIAMENT OF CANADA AWARD – AWARDED BY THE HOUSE OF COMMONS Twenty York Street is constantly growing and evolving and this year, we received an award from the Parliament of Canada for outstanding contribution to the community in fashion and lifestyle. We are thrilled with the exposure and support of media organizations like the Ottawa Citizen, CTV, Rogers TV, Where Ottawa and Ottawa Magazine.
- THE 7 SKILLS YOU NEED TO LAND YOUR DREAM PR JOB Graphic Design Skills Photography Skills Research and Sleuthing Skills Blogging Skills Communication Skills Networking Skills Volunteering Skills
- Editorial content Explore the editorial archives of your peer bloggers and take notes of what they produce. Do they post heavy content on Mondays & Tuesdays? Do they keep it light on the weekend? Do they mainly do trend roundups or personal style posts? What does their photography look like? After looking at all of their posts, you can see work works and apply it to your own blog.
- What makes a great fashion blog? Is it design? Is it content? Is it reader interaction? My goal is to bring up the subtle features of good, proper fashion blogging that I have picked up, not just over my time as a fashion blogger, and my extensive years of experience as a writer. In case you were wondering, the answer to that first question is: all three.
- You can just be “there” and not think. This might be the biggest myth I’ve heard and frankly, it’s one of the most harmful things I’ve heard too. Despite what people may say, social media requires thought, strategies and content development. You wouldn’t just throw your business card into an epic-sized fishbowl and hope that someone finds it. So why would you do the same with your social media? Yes, being active on social media is important but to be considered an expert or a reader-resource, I highly suggest taking time to figure out your social media content and develop your content to fit your brand/blog. Promote your posts. To get the most out of your social media efforts, figure out what channel drives the most traffic to your blog. (You can find this out by looking at your “traffic sources” in Google Analytics or your “stats” dashboard on Blogger or WordPress. If you’re getting twice as much traffic from Pinterest as Facebook or Twitter – give those boards some love! Here’s one truth about social media: it takes time. There are no overnight successes. But that doesn’t mean your hard work won’t pay off. This social media industry is about trial and error. You have to know what doesn’t work in order to see what does work.
- You can just be “there” and not think. This might be the biggest myth I’ve heard and frankly, it’s one of the most harmful things I’ve heard too. Despite what people may say, social media requires thought, strategies and content development. You wouldn’t just throw your business card into an epic-sized fishbowl and hope that someone finds it. So why would you do the same with your social media? Yes, being active on social media is important but to be considered an expert or a reader-resource, I highly suggest taking time to figure out your social media content and develop your content to fit your brand/blog. Promote your posts. To get the most out of your social media efforts, figure out what channel drives the most traffic to your blog. (You can find this out by looking at your “traffic sources” in Google Analytics or your “stats” dashboard on Blogger or WordPress. If you’re getting twice as much traffic from Pinterest as Facebook or Twitter – give those boards some love! Here’s one truth about social media: it takes time. There are no overnight successes. But that doesn’t mean your hard work won’t pay off. This social media industry is about trial and error. You have to know what doesn’t work in order to see what does work.
- What’s your blogging superpower? Wonder Writer A wizard with words, you have the uncanny ability to make music out of sentences. From adjectives to adverbs and excellently placed commas, your greatest thrill comes out of writing your posts – and it shows. You know how to draw your readers in, entertain and delight them with just the right amount of copy – then leave them wanting more. Camera’d Crusader Snap, snap, snap! You’re lightning on your DSLR dial. Aperture and F-Stop are second nature to you, and you never miss a shot. Capturing style, whether it’s your own (with that masterful camera remote) or inspiring looks on your local streets – is your focus... And it’s crystal clear. Super Stylist If looks could kill, you’d have racks and models and mannequins of murderous fashions. Pairings, layering, and proportions? Those are your specialties. You can match and mix pieces with such finesse and flair that your sense of style is known across the Internet. Media Marvel You’re a tornado of tweets; a Facebook force to be reckoned with. Your power is harnessed and unleashed in 140 characters or less. You promote your posts and share witty anecdotes – and you’re always the first to tip off your followers to a great link, a worthy retweet or breaking news. Your Pinterest pins appear like magic and spread like wildfire, and Instagrams? Please! No other square (pictures) can compare. Design Dazzler Also known as the Goddess of Graphics, you’re gifted with design, a hotshot with headers and an absolute artist of digital aesthetics. Your technical abilities combine seamlessly with your creative vision, making you the master of everything that’s “beautifully functional.”