Taking the Lead in Your Industry
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PR Specialist Dani Hatfield of Albers Communications Group discusses how to influence the way people think, act and feel about your brand in this 20-minute webinar.
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Taking the Lead in Your Industry
- 1. Taking the Lead in Your Industry To access the audio for today’s event, dial 1-866-740-1260 and enter code 2925553#.
- 2. About Albers Communications Group • Full-service PR, digital marketing and communications agency • Specialize in integrated strategies • Represent clients in all 50 states and Canada • Create national and local market exposure
- 3. Today’s Presenter • Dani Hatfield, Public Relations Specialist • Dani@AlbersCommunications.com • @DaniHatfield
- 4. Today’s Topics • Importance of industry leadership • Building your PR plan around leadership • Strategies and examples • Responsible leadership • Questions and discussion
- 5. Importance of Industry Leadership Loyalty Action Consideration Awareness
- 6. Importance of Industry Leadership • Raises awareness of your business among clients, prospective clients and referral sources • Puts you into the consideration process for your target audience • Leads to greater knowledge of who you are, which inspires your target audience to take action • Inspires brand loyalty and pride among your clients
- 7. Building your PR Plan Around Leadership • Having a plan can help you shape public perception • How they think about you • How they feel about you • How they act about you
- 8. Building Your PR Plan Around Leadership • Media outreach • Speakers bureau • Industry recognition • Digital channels • Publishing
- 9. Media Outreach • Share your expertise through earned media
- 10. Media Outreach • Use spot news appropriately
- 11. Speakers Bureau • Increase awareness through speaking engagements • Speak on topics on which you are an expert • Target your speaking engagements accordingly
- 12. Industry Recognition • Increase credibility through award recognition • Cross-promote your accomplishments through earned media
- 13. Digital Channels • Use owned and shared media to tout your accomplishments • Talk about your awards and achievements • Share offline news stories in the online space • Promote speaking engagements on your social platforms (and share photos afterward) • Consider a series of video blogs • Use day-to-day content to reinforce your expertise
- 14. Publishing • Books • Whitepapers • Email marketing
- 15. Responsible Leadership • Create a meaningful relationship • Be honest and transparent • Encourage others to share your story
- 16. Being a Leader Helps in Times of Crisis • Established relationships • Established credibility • Established, respected brand
- 17. Albers Webinar Series Your Job and Your Online Image: It’s Complicated with Alison Paladino May 21, 2014 @ 10 a.m. Register at www.alberscommunications.com/learningopportunities
- 19. Taking the Lead in Your Industry
Editor's Notes
- {Broadcast chat to all: Thank you for joining us today! “Taking the Lead in Your Industry” will begin at 10 a.m. central time. To access the audio portion of the presentation, dial 1-866-740-1260 and enter code 2925553#}{Good morning! Thank you for joining us today! This is Dani Hatfield with Albers Communications Group. “Taking the Lead in Your Industry” will begin at 10 a.m. – we’ll get started in about 10 minutes…} {Slow & Clear!} Good morning everyone, and welcome to today’s webinar. My name is Dani Hatfield… and I will be presenting today’s content. Before we get started, I’d like to cover a few administrative details. If you experience any technical problems on the call, please contact ReadyTalk customer service at (800) 843-9166. The presentation will take approximately 25 minutes – depending on the number of questions.The lines on today’s call have been muted to avoid any background noise… but youcan use the chat function in the lower left side of your screen to chat in your questions throughout the webinar, and I will answer them at the end. I will be recording today’s webinar and sharing the link with you via email, in case you’d like to review it again or share it with others in your office. Now, I’m going to set up the webinar recording and then we’ll get started. There will be a pause while the recording initiates.Welcome to today’s webinar -- Taking the Lead in Your Industry. My name is Dani Hatfield, and I am a Public Relations Specialist with Albers Communications Group.
- First, let me tell you a bit about Albers Communications Group. We are a full-service PR, digital marketing and communications agency headquartered in Omaha, Nebraska. We strongly believe that PR and digital marketing go hand-in-hand and work best when used as part of an integrated communications strategy. We represent clients in all 50 states and Canada – where our PR and social media specialists help our clients achieve positive exposure nationally and locally in their operating markets. We have specialized expertise helping companies become leaders in their markets and their industries.
- As I mentioned before, I am Dani Hatfield, public relations specialist at Albers Communications Group. In my position, I help our clients increase their brand awareness through a variety of strategies including media relations, cause marketing, and digital marketing. Feel free to email me if you’d like to speak in more detail about your company’s communications goals, and you can also follow me on Twitter @DaniHatfield.
- {slowly & clearly!} Here’s a snapshot of what we’ll be covering today.First, we will discuss the importance of building your industry leadership.Next, we’ll take a look at how you can begin building your PR plan around your leadership. After that, I will share with you some proven strategies and examples we’ve used to help some of our clients achieve industry leadershipFinally, we’ll review responsible leadership – what it looks and feels like, and how it will help in times of crisis. And at the conclusion of the webinar, I will take a few moments to answer any questions that have been chatted in during the webinar.
- {slowly & clearly!} Let’s start by discussing why industry leadership is so important. There are four steps in the process of building yourself as a industry leader through public relations – and on the screen you’ll see a graphic representation of this… with each step leading into the next… We start, by creating AWARENESS of your business… which leads a person to CONSIDER you to fulfill their needs. Because you’re recognized as a leader in the industry, they will take ACTION– choosing to do business with you. After a positive experience with your business, they’ll feel a sense of LOYALTY, and continue to turn to you.
- {slowly & clearly!} No matter how much experience you have, and how great you are at what you do, leadership never just happens. It is actively sought, planned, achieved, and sustained.Becoming your industry leader raises AWARENESS of your business. That’s among clients, prospective clients, and referral sources, and the public in general. Awareness translates into the CONSIDERATION process for your target audience because you have connected with them in credible and meaningful ways. Industry leadership and consideration leads to a deeper knowledge of who you are – inspiring your target audience to take ACTION. And again, after a positive experience with you and your business, you’ve inspired brand LOYALTY and pride. At this point, they’ll naturally share your story and your business with their friends, taking us through the series again.
- {slowly & clearly}Fundamentally PR is about encouraging others to share your story. As you can see, when this happens, we create meaningful connections with your core audiences. This is why it’s important to integrate your industry leadership into your public relations plan. Having a plan will help you shape the public’s perception of you and your business. You’re shaping how they THINK, FEEL, and ACT about your business. Public relations is effective because it is credible and memorable. An additional benefit is that many of the strategies I will be discussing today are cost-effective.
- {slowly & clearly!} We’re going to examine five areas of your public relations plan where you should be integrating your industry leadership. They include: media outreach, a speakers bureau – which is a plan to actively seek out speaking engagements, industry recognition, your own digital channels, and through publishing. Let’s take a closer look into each area…
- {slowly & clearly}We’ll begin with media outreach – this is what most people think of when you bring up “public relations”. It’s a great place to start. As a business leader, you’re already an expert in your field – whether that’s technology, caregiving, floral arranging, photography – whatever industry you’re in, you’re an expert. You can share your expertise through the news media. As the media recognizes you as an expert and leader in your industry, your core audience will as well. You can reach out to the media at any time with current trends in your industry – and we highly encourage you to do so. News is new – anything new and different in your industry is news – let your local media know about it! Our client, Signal 88 Security, used this technique in a media pitch last summer, resulting in stories placed in many of their local franchise markets. A report was released by the National Insurance Crime Bureau in June that there was an upward trend in motor vehicle thefts… for the first time in eight years. The N-I-C-B also reports that July and August are the two most common months for motor vehicle thefts. We developed a media pitch for Signal 88 around this trend and released it in early July – as millions of Americans were heading off on their summer vacations. The timing and new trend made this an irresistible story for the local media – TV, radio, and newspaper alike. Local media outlets in Oklahoma City, Houston, Indianapolis, and Atlanta picked up the pitch and developed a story with their local Signal 88 office featured as the expert source.
- {slowly & clearly}Another opportunity to share your industry expertise is through “spot news”. Earlier this month, a security breach was discovered – allowing hackers to steal personal information from Apple devices – even within secure networks. The fix was a simple update, but our client, P&L Technology capitalized on the “spot news” of the security breach, securing a story on Omaha’s NBC affiliate – WOWT news. P&L offered their industry expertise to the reporter, and were featured in the story as a technology expert. When you see this story, how do you think about P&L… you THINK of them as an expert in the field. That’s influencing the way your audience THINKS, as I mentioned before.The story also created AWARENESS among potential clients… with the goal of moving toward CONSIDERATION once they have a need for technology solutions. SUCCESS!
- {slowly & clearly}As you’re building your PR plan, and have included media outreach regularly, and in spot news situations… another opportunity to consider is a speakers bureau approach. Targeted speaking engagements are another way to increase AWARENESS about your business. In this approach, YOU control the topic, and speak on subjects in which you are an expert. For example, one of the companies we work with – Strategic Health Solutions – has a strong entrepreneurial story. The CEO and president started the business in her home, and in just over a decade, has grown it to more than 200 employees. Not only is she an expert in her field, but she is also an entrepreneurial expert. We have helped her target groups in the business and community circles… securing speaking engagements on the topics of “Living your Dream”, “Creating Strong Culture”, and “Overcoming the Odds”. Through the speakers bureau, our goal was to help Strategic Health Solutions introduce themselves to potential employees, while also raising name recognition for the CEO in the community. As you’re participating in these speaking engagements, you’re not only speaking to community members – but also other business leaders and potential clients. You’re shaping how they THINK about your business. Speaking events are a more personal approach than the media, so by sharing your story, you’re also helping to shape how they FEEL about you, and in turn, your business.
- {slowly & clearly}Another area to consider as you enhance your leadership is through industry recognition. You can increase your credibility within your industry and with the greater public through award recognition. It is important to strategically plan your awards approach. We recommend targeting specific industry and local awards, and building an exquisite entry… instead of using a shotgun approach. Identify what types of recognitions will be the most helpful to your company’s goals, and spend your time and resources going after them – whether that’s awards for best place to work, for growth, or even individual awards. Home Instead Senior Care has been recognized as a top franchise company for three years in a row by “Franchise Business Review” – a market research company in the franchise industry. Specifically, Home Instead has earned the “Overall Franchise Satisfaction Award”, presented to companies who are recognized by their own franchisees as being the very best franchisor. Recognition within the franchise industry helps other business owners take notice of Home Instead Senior Care not only as a leader in the in-home care industry, but also as a franchise business leader. It also helps Home Instead appeal to potential entrepreneurs who may purchase a franchise. As you’re being recognized, be sure to cross-promote your accomplishments through earned and owned media sources. Let the local media know that you’ve won through a press release, while you also post the information on your website, and share on your social media channels. You may have seen our recent posts on our social media channels about our recognition by B2B Omaha Magazine as the best company in Omaha for Social Media Consulting. Here’s a shameless plug, if you don’t already follow us on Facebook and Twitter, you should do so! Search for Albers Communications Group on Facebook, and our Twitter handle is [at-Albers-C-G}
- {slowly & clearly}That leads us right into our fourth area of the plan – your digital channels. Be sure that you are using your owned and shared media to tout your accomplishments – and your expertise. This is where you can pull in examples from what you’ve already started doing. As I just mentioned, talk about your awards and achievements on your website and your social media channels. Be sure that you’re posting links to those news stories that you’re being featured in… on your own website. Promote your upcoming speaking engagements on your social media platforms. Invite your followers if it is an open, public event. Then, be sure to share a photo or two afterward. Another idea is to consider a series of video blog posts to share your knowledge – whether on a blog you’re already posting to, or on your website. Video is a refreshing change from the usual heavy text of a blog post. Don’t worry about making it something long and technical – you can share your expertise on a current topic in just a minute or two. While we do not recommend shooting it with your smartphone, a consumer video camera and video editing software can make your vlog shine. Hiring a professional, like Albers Communications Group, can make it stand out even more. And finally, concentrate on making your daily content on your social media channels reinforce your industry expertise. Social media is about engagement – and your chance to make an impact on your core audience’s ACTIONS.
- {slowly & clearly}The final area to consider in your PR leadership plan is publishing. As an example, you’ll see here Home Instead Senior Care’s “Confidence to Care” book. The book was written by the company to showcase their expertise in the field of caregiving for people suffering from Alzheimer’s and other dementias. If publishing a book seems like too much for you to start with… consider a whitepaper… or even smaller yet, regular email newsletters to your clients, potential clients, referral providers or others in your industry to show you’re taking a stand as an industry leader. Publishing can also bring about some of the opportunities I’ve already mentioned. A book, for example, could lead to media coverage for your company and authors. It could also open doors for additional speaking engagements.
- {slowly & clearly}As you’re building yourself and your company as an industry leader, there are a few things to consider: Make sure that the relationships you are creating – with media contacts, clients, or the public in general – are genuine and meaningful. If not, you’re wasting your time, and theirs. Part of that meaningful relationship is being honest and transparent. Integrity is important. Don’t be afraid to stand behind your values – as a company, and as a person. And as the relationship has been built – as you’ve created ACTION and then LOYALTY in your brand, encourage others to share your story. When you’re a respected expert and leader in your industry, others will be looking to YOU for best practices. They will share your story for you – just ask!
- {slowly & clearly}Now being an industry leader and recognized expert doesn’t make you immune from “negative” stories or situations. However, the leadership you have established will help in times of “crisis”. You have an existingrelationship with the news media, and it is a positive relationship, because it was established through proactive public relations. Know that the media WILL turn to you for comment – and they’ll trust the information you give them – because of that meaningful, honest, and transparent relationship you’ve already built. You’ve established your credibility to the public at large – through news stories, speaking engagements, and other elements of your plan. And finally, you have a positive relationship with your clients and customers – they already know, and most importantly, RESPECT your brand. Again, none of this will make you immune from critical incidents that might happen. But, the goodwill that you have built up can help you limit the impact these incidents have on your brand and your reputation.
- Before we get into questions, I would like to invite you to our next webinar – Wednesday, May 21 at 10 a.m. Central. Alison Paladino will be presenting: “Your Job and Your Online Image: It’s Complicated”Although “new media” isn’t so new anymore, many professionals still find the relationship between their personal and professional lives on social media confusing. Alison will discuss new research about how Omaha companies perceive and use social media. She will also share strategies to become an advocate for your company online, and how to use your profile to support your resume as you work towards your next level position. Again, that’s Wednesday, May 21 at 10 a.m. Central.
- {slowly & clearly}And one more housekeeping item – I’d like to ask each of you to take a few moments to fill out the questionnaire that will appear on your screen at the end of the presentation. Please provide your comments about today’s webinar or share topic suggestions you’d like us to address in future webinars. And now Iwill take a few moments to answer any questions that have been chatted in. If you haven’t done so already, please feel free to chat in your questions through the box on the lower left side of your screen. {How do you do this at a local level? My business doesn’t have a national audience.} Take all the ideas I mentioned, and implement them at a local level. You have local media, local speaking groups, serving on boards, sponsoring a local chapter of your professional organization.{We’re not the biggest company, how do we present ourselves as the leader? } Biggest doesn’t matter. You can be the thought leader in your industry, no matter what size company you are. The reality is that most companies aren’t good at this… if you can be the best at this, you will shine. If you can do this you’ll be seen as the best.{How do you start the relationship with the media?} I suggest an introduction phone conversation with your local media contacts. At a TV station, that would be the assignment manager. At a newspaper, it would be the business or community editor. It used to be that you would take them out for coffee or lunch, but times have changed. They don’t have time for that, as newsrooms shrink and they’re doing more and more. A polite introduction phone call will go farther than you’d think.{How do you measure your return?} When you create this you have to also create a strategy for measurement– positive media impressions, number of speaking engagement, etc. Set goals, and then review if/when you’re reaching them. Thank you for joining us today, and have a great day!