Humbert Luna, our very own media strategist, recently penned a piece that appeared in Entrepreneur magazine that details how readers can lay out a PR plan that sets them up for success. Having landed media placements in outlets like Variety and USA Today, Luna’s words of advice have proven effective in the past.
Having an effective plan in place before pitching anything – news, events, announcements – means the difference between seeing the pitch in lights or having it wallow in deep, dark corners of the internet where only bots lurk.
Read his full thoughts over at Entrepreneur.
With the emergence of new tech, the entertainment industry experiences drastic shifts in consumer trends. Usually these changes in habits lead to a revolution in the way we consume and create content, completely altering and disrupting the space. Beth Principi, Staff Writer/Media Strategist at Emerging Insider Communications, delivers a compelling argument on how it won’t be long before traditional TV is replaced by OTT.
Point 1: Binge Watching is the New Norm
The ability to binge watch entire seasons of shows on-demand has dramatically changed viewer habits. With so much great television at your fingertips, it’s almost impossible to not veg out and blow through hours of content. Instead of waiting a week for the next episode of your favorite show, programs original to Netflix and Hulu release all episodes of their seasons at once so you can choose the pace at which you want to watch it.
Point 2: Changing the Video Landscape with Short-Form and Mobile
Short-form videos have become increasingly popular among Americans who are always on the go, or just have short attention spans. It is finding itself a comfortable home within the mobile landscape, mainly due to social apps like Vine, Instagram and Snapchat. It’s estimated that consumers spend around 33 minutes per day watching videos on mobile devices, most of which are short-form.
Point 3: Socialization of Content
Viewing has become more of a social experience and less of a spectator activity. With live-streaming broadcast networks like Huffington Post Live, any average Joe with a webcam can tell their story and work with the news outlet to create a real-time script based on the day’s top stories. Also, the simplicity of just sharing videos with social media followers and friends gives digital a huge advantage. Mobile video ads with social media share buttons drive 36 percent more engagement than videos with no options for interaction.
To read the article in its entirety,check it out at ReelSEO.
The Millennials are changing the television industry as we know it. As the popularity of broadcast television dwindles, Millennials become prosumers in a dynamic market. In “Understanding the TV Habits of Millennials,” Beth Principi, Staff Writer at Emerging Insider Communications, predicts that the Millennials will be responsible for the future of television due to social, video and mobile developments.
Our society is completely interconnected through social technology, and so, television companies must find a channel through which existing platforms of TV viewing can be integrated in order to remain viable competitors in the industry. There has also been a massive shift towards streaming content, instead of watching broadcast television. In fact, according to a report by the New York Times, 34% of Millennials watch mostly online video/no broadcast TV, compared to just 20% of Generation X and 10% of Baby Boomers.
This gives companies two choices: either entice viewers back into broadcast television, or adjust to the changing television habits and platforms. Finally, with the increase in TV technology, Millennials are able to watch TV on the go. Multitasking is also another evolving facet that accompanies on-the-go TV viewing. It is important for television companies to realize that the Millennial generation embodies a clear shift in TV viewing that will continue to evolve with consecutive generations.
To read the full article by Beth Principi, visit http://www.appmarket.tv/opinion/2436-understanding-the-tv-habits-of-millennials.html
The notorious adage “Keep It Simple and Sweet” or “KISS” is explained in relation to marketing campaigns within Charles Grieser’s article, “In the Age of Content Overload Simplicity Stands Out”. Charles, Creative Director at Emerging Insider Communications, champions simplicity when marketing to America’s endemic short attention span. Charles offers minimalism and relevancy as cures for today’s overpopulated and oversaturated data market.
In order to strike an emotional chord with consumers, businesses should focus on crafting a simplistic design of the product or service being marketed. Similarly, on the content side of a campaign, relevancy is imperative for the success of the product or service. It is important for businesses to realize that these two strategies must be applied in tandem in order to create a successful marketing campaign. In Charles words, “The ultimate goal in all of this is to pull simple content and design together into one package. There is no way to separate a good design from attention-grabbing written content — they go hand-in-hand. If one doesn’t work, the package as a whole fails to deliver.”
To check out the full article, visit TalentZoo at http://www.talentzoo.com/news/In-the-Age-of-Content-Overload,-Simplicity-Stands-Out/19360.html
The ways in which we experience TV are constantly evolving. Though recent changes within the TV industry are not comparable to the shift from black-and-white to color, they are nonetheless important. Zachary Weiner, CEO of Emerging Insider Communications, outlines the future of TV technology in “Ten Predictions for the Future of TV”. Zach’s article is separated into two influencers in TV technology: changing consumer behaviors and changing technologies. Gone are the days where the physical TV box was the only platform for video engagement. With the powering of HTML 5 capabilities on consumers’ phones and tablets, video will be consumed from any platform, at any time. Social TV is a prime exemplar of shifting prosumer engagement, with consumers actively curating a deeper social network and innovating communication between media platforms. In the second section, Zach discusses the future trends in TV technology and predicates that user-experience demands will decide which technologies become mainstream and which fall short. Another interesting trend that is poised to become massively important is the use of big data for recommendations, ad preferences and the enhancement of viewer engagement. Zach’s article emphasizes the inseparability of consumer TV habits and emerging TV technologies. This is important for TV technology companies because the proposition will affect how TV technologies are marketed. To read more about Zachary Weiner’s predictions in the TV technology industry, visit http://www.imediaconnection.com/content/35972.asp#multiview
Good stories don’t just happen. Journalists don’t typically take it upon themselves to contact a company and say, “Hey, got anything good going on?” Effective story placement and publicity only comes after much behind-the-scenes hard work and relationship building. Without team members like Gabby Corral, media specialist at Emerging Insider Communications, our clients’ stories wouldn’t get the great placement and attention they deserve. With a strong background in public relations, Gabby is responsible for researching and placing stories with publications that will garner the best exposure for clients. That’s easier said than done, as Gabby eloquently points out…
Why is it important to build a rapport with members of the press?
Building strong relationships with the media is essential, especially in B2B markets. Journalists receive a high volume of pitches a day. So whether or not your story is newsworthy, you still risk the chance of being overlooked. Having a secure relationship gives your pitch or news a huge advantage over the large number of emails hitting a journalist’s inbox. Once you have built that foundation, sustaining that relationship is key. Knowing when to hold off on a pitch that is irrelevant or tailoring a story to a journalists needs shows that you did your research and aren’t just shooting off thoughtless, generic pitches. Ultimately, creating genuine relationships will benefit both parties in the long run.
How do you provide client support on PR campaigns?
First and most importantly, I gather a client’s brand elements and collateral needed for any given campaign and organize it in a way that makes sense. This can include anything from specific graphics and logos, to more intensive videos and articles. It‘s these aspects that make each client unique and help to tell their stories to the media. Once we have all the assets needed to tell a compelling story, I work to discover and strategize media locales that will garner the best results for the given campaign. To make an incredibly long story short, I proceed to develop and facilitate relationships between a client and the media sources that will make a lasting impression, and hopefully lead to some great articles.
Are there certain media strategies that speak better to clients in the emerging media and technology field?
Clients in the emerging tech and media field require a lot more work than most typical B2C clients. It’s also a rapidly changing industry, which requires a lot of evolution on our end. A far greater foundation needs to be set up for these clients and there is usually a lot more going on behind the scenes. In order to properly convey an amazing development made by a tech innovator, sometimes we need to educate the media on not just that client, but their industry, related technology and their overall place in the industry. We also need to be able to speak very clearly on industry shifts and how a specific piece of technology plays into this shift. In short, they require a far more comprehensive educational process. They also require a more detailed strategy to reach their targets directly. With specialization comes an enhanced need to drill down key ideas, enhance methods of targeting, and put an emphasis on finding media that is delivered to incredibly specific audiences.
Is there a difference in pitching B2B companies as opposed to B2C companies?
Definitely. B2B brings some challenges because it’s typically a small and targeted market. I would say B2B is more content-driven. And seeing as B2B audiences are other businesses, these businesses are looking for experts in the field who are educated. That’s why creating extremely detailed content is a must. Since the target audience isn’t the general public, being able to relate to consumers isn’t necessary. B2B is more relationship-driven. The audience—other businesses—wants to build relationships with these brands and know what sets them apart from their competitors.
What do you find to be the most effective strategy for supporting clients?
Understanding a client’s goals and the message they want to convey to their audience. Brand awareness is a must and will help create a message that really resonates. Also, this may seem obvious, but knowing your audience. Making sure content is going where it matters in order to create meaningful press. Clients may only want to be well known in a niche market, which means a larger scale campaign may not be of interest. Every client is different and has a different story to tell. Being able to tell it in a way that grabs the audience’s attention is the most effective strategy.
Valorizing the hype in B2B PR is a problem. But no need to worry, Beth Principi, Staff Writer at Emerging Insider Communications, is here to rescue you from B2B PR blunders. Within her article, Beth discusses three equally important facets of B2B PR. First, she encourages companies to remember who they are and who their clients are. Once it’s clear that they are, in fact, a B2B company, it’s further recommended that they target niche oriented publications, even though the route is usually devoid of glamor. Secondly, Beth urges companies to remember who the media is. Targeted magazines are essential for B2B PR, mainly because B2B’s mission is to communicate the effectiveness and overall competency of the team who will be running the behind-the-scenes action. Finally, the last recommendation is for B2B’s to understand that media placement goes beyond simple “media placement,” meaning that, businesses must first develop an identifiable story in order to gain traction within the business world. Media placements require hard work and are not simply a product of happenstance. Beth’s article is important because it sends the message that results, not hype, are what truly matter in PR.
To check out the full article visit http://www.mediabistro.com/prnewser/tag/emerging-insider-communications at PRNewser.
The secret to great writing is great listening. And this has never held truer than in public relations. In order to convey a client’s product, solution or thought in the most compelling way possible, you must really listen and absorb what they are saying. At Emerging Insider, we believe delivering our client’s message is a key part to exposing their brand, which is why we have a media specialist/staff writer on our team specifically to help clients craft the most gripping content imaginable. Here, Beth Principi shares her thoughts on technology and emerging media PR from her view as a writer…
Tell us a bit about your day-to-day as a technology and emerging media writer?
Every day is different. One day I could be writing a press release or thought leadership piece for a client, and the next I am crafting internal tweets or content for the Emerging Insider blog. I think the best part about being a technology and emerging media writer is that there is never a dull moment. Our clients deliver cutting-edge technology and have partnerships with some of the biggest names in the media industry, so there is always something exciting to cover.
What separates writing business-focused articles from those that are consumer oriented?
Business-focused articles need to touch all the right points in all the right ways. Businesses are very specific about what they want to hear, just as our clients are very specific about what they want to convey. When you’re writing consumer-facing articles your audience is basically anyone and everyone. When you’re business-focused your audience is drastically reduced, making it essential that you know your client and their audience in an unprecedented way.
Where do you find the inspiration to tell diverse stories about diverse clientele?
It’s not difficult to get inspired when covering interesting, ground-breaking technology. Each of our clients are very different, which is refreshing when you’re constantly writing day after day. I’ve also always possessed this need for knowledge. I’m sure some of it stems for my journalism concentration in college, but a part of me has always had this passion to know everything about a particular topic. I’m driven by that feeling I get when something final “clicks” in my mind and a makes sense for the first time. It’s that “aha moment” that always seems to stand out, and when I can give that to my audience, that’s the ultimate accomplishment.
What makes today’s technology marketplace as exciting as it is?
Past technology was notoriously difficult for the everyday person to understand and use. I think there was a major shift—in large part thanks to Apple—toward a user-friendly experience in advanced technology. This shift has provided limitless possibilities to improve the slightest tasks in a person’s life. The ability for people to deposit a check by simply taking a photo with their smartphone is second nature now, but ten years ago it was unimaginable to the average person. Technology is changing people’s everyday life and doing so in a way that is both shockingly sudden, yet shockingly simple. You almost can’t imagine life without these advanced technological offerings, yet ten years ago you probably couldn’t imagine life with them. It’s interesting to try to foresee life ten years from now and what technology will seem so second-nature that hasn’t even been invented yet.
What are the unforeseen challenges in creating content for Public Relations?
There are always challenges in creating PR content, but in the technology and media realm I find I’m constantly focused on delivering our client’s story in a way that is as equally compelling as it is understandable. My approach as a writer is to break down the technology into terms I fully understand, before I build the content back up into a compelling story. The challenge with this process is to not “dumb down” the company’s brilliant technology. You want to make sure your audience understands how the advanced technology works without compromising your client’s hard work and genuine wisdom. Finding that balance can be challenging, but it is absolutely necessary.
Much of your work deals in the entertainment industry, do they as an audience have a higher standard for reading entertaining content
Oh, absolutely! The entertainment industry is the master of enthralling storytelling. The usual tricks and shortcuts don’t work on them, which is why everything has to not only make sense, but has to be able to obtain and maintain their attention. Basically, it can’t be boring and it has to be accurate. With B2B entertainment audiences, you can have the most compelling story in the world, but if your client’s product doesn’t live up to the hype nothing else matters. Accuracy and compelling storytelling reign supreme when dealing with the entertainment industry.
Do you have any tips for B2B organizations to create compelling and novel content?
Let your product’s success do the talking for you. I’m a firm believer that numbers and statistics can say more about a company’s solution than any fancy wording or anecdote. Case studies are a great way to showcase a company’s ability to flourish in the marketplace.
Also, being able to position your company and its executives as thought leaders in the space is hugely beneficial. Crafting thought leadership pieces helps demonstrate your knowledge in the industry, while also positioning you and your company as experts. Promoting yourself as leaders is just as important as promoting your product.
We live in a visual world, where the look and design are just as important as the message. That’s why as a public relations firm it’s imperative that we have an in-house designer to help make our client’s message as aesthetically pleasing as it is interesting. Enter Charles Grieser, CCO at Emerging Insider Communications. A full-spectrum creative, Charles believes the first step in the design process is to always listen to the client and market. Despite his artistic aspirations, his goal is to never just making something “pretty,” but to create solutions that are clear, relevant and lasting. Here, Charles fills us in on his thoughts on some of today’s hot topics in the design industry…
Why in today’s world is design and branding more important than ever?
There is a popular phrase that pervades current culture: “Design will save the world.” As a designer, I will be the last person to jump on that bandwagon. The world was fine long before the first craftsman or designer staked their claim in human history. What is unquestionable is that design—and more specifically, the design process—makes the world a far better place to live in. This process is simply an open and aggressive approach to problem solving that is a topic of a whole other discussion.
More specifically to the world of technology, public relations and marketing, design is no longer a nice-to-have add on. Thanks to the likes of Apple, Pinterest, IDEO and others, the market now expects well-designed products and succinct messaging. The expectations go even further in that people now expect custom-tailored solutions in order to hold their attention. This is a good thing. The bar is set high for products and services to really shine and address real needs and important issues.
What’s lacking in the way most brands and companies execute their creative?
The biggest hurdle for any company wanting to harness the power of good design is a failure to truly embrace the importance of design in the marketplace. There are many companies who pay lip service to this “fad” of design. Design thinking and priorities need to start at the top. Implementing design as an afterthought to simply “make things pretty” is not an effective approach to creating something great. Design must be in the blood of any company that wants to profit from its power. It must start in the mission and run through every product, every piece of copy and every touch point so that in the end the brand lives in the consumers mind.
In the age of content overload, what makes anything stand out?
Simplicity and relevance are my mantras in an overcrowded marketplace. As the lead in Mad Men, Donald Draper, is famous for saying, “Make it simple, but significant.” Simple beauty and well-chosen words are always a stand out. They have the air of honesty and the brevity to maintain a place in memory. The other compliment to simplicity and relevance is relationship. A company doesn’t need to go the extra mile, but just a few extra steps to show that they care about the customer and their satisfaction. If you do that you may just have a customer for life.
Has modern technology decreased the need for outstanding creative or increased it?
Modern technology is a result of outstanding creative thinking, so I would say it has opened the door to an increased emphasis. Technology has also produced more tools and outlets for being creative. For example, instead of advertisements consisting of television, radio and print, we also have an explosion of digital outlets and renegade-style marketing.
Are there any incredibly controversial topics in the design space today?
In my opinion design, just as any other mode of human motivation and industry, has the power to be used in both positive and negative ways. Design can be used to create drones built to spy and kill or can create images of people so perfect that no one can measure up. If removed from the human condition and abstracted to pure aesthetic, design can tip the scales from creative to destructive. As anything else, design takes on the image and intention of its creator. It think it’s important that we recognize design’s integral place in society, but keep it in check with the people it serves.
Many companies are working to change the viewer experience by marrying sports and technology, but none are doing it quite like OneTwoSee. An award-winning fan engagement technology company based out of Philadelphia, OneTwoSee provides white-labeled products to help some of the biggest names in sports—including Comcast, NBC, Yes Sports and Fox Sports—monetize their engagement. Their multi-platform software allows fans to interact with games live using the smart device of their choice. Leading this innovative Participation TV-meets-sports charge is Chris Reynolds, OneTwoSee’s CEO and co-founder. Chris, a veteran in the television industry, took time out of his busy schedule to provide some insight into the emerging Smart TV ecosystem and explain why OneTwoSee is at the forefront of the industry…
Tell us a little bit about your background.
Chris Reynolds: I’ve been hyper-focused on television, whether that’s self-delivering interactive television products to the market, selling television networks or building web-based solutions to support a multiscreen experience.
Why did you decide to start OneTwoSee?
CR: The idea was conceptualized with my partner and co-founder while we were both working for Nokia. We started contemplating new, unique ways to deliver an interactive television experience through connected devices instead of the set-top box. Traditionally, interactive television had been delivered specially through set-top boxes, but it was a really clunky and lousy environment to work in at the time. That’s changed significantly over the last couple of years and we are starting to understand the possibilities of delivering smart services via a set-top box. But going back almost five years, that industry was bogged down and there wasn’t a common platform to build against. We started thinking about how we could deliver these same types of experiences through your mobile phone (at the time tablets weren’t really available on the market) or through your PC. That’s how we started conceptualizing the idea.
And you’ve had lots of success ever since!
CR: We are extremely busy; we tripled the amount of partners we are supporting over the last year and we’re going to double the headcount this year. We are just looking forward to being able to support the market and deliver really interesting applications and services to our partners.
Why did you choose sports as OneTwoSee’s vertical?
CR: The use case has already been established. It wasn’t uncommon for sports fans to text or call each other during games, or even communicate via Facebook. We figured if you could incorporate all those attributes into one single platform and deliver them elegantly through an application it would be an interesting offering to the end user.
What are the benefits of providing a white-labeled product?
CR: By not trying to create our own consumer-facing brand, we enable our partners to deliver our products to market under their shingle and do what they are very good at—marketing and advertising. That allows us to take care of the technology and the experience. We don’t create a channel conflict in that scenario, the same way we would if we had our own consumer brand and then tried to partner with a Media Rights Holder who isn’t necessary interested in competing their audience to our brand.
How does OneTwoSee’s multi-platform approach benefit audiences?
CR: We believe that audiences who want to engage around professional sports are doing it through all screens. We look to replicate those experiences across all screens and either deliver products through responsive design or purpose-build them for each individual platform.
Do you see OneTwoSee extending its reach outside of sports?
CR: We will grow within the vertical. We are hyper-filtered on professional sports, whether it’s real-time statistical content, advanced statistical content, the social side of the experience or the interactive side of the experience. In 2014 we will have a very strong emphasis on mobile and mobile engagement.
What excites you about the future of the Smart TV industry?
CR: The potential. For years the promise has been floating out there that eventually you’d be able to have this optimal use case, which is incorporating your second screen activity into your primal viewing experience—your television. Now, because the technology is embedded within these sets, it allows that use case to come to fruition. We are very optimistic about the space, specifically on the TV side of our business. These aren’t necessary new equations that are being solved, it’s just technology and how it’s enabling these types of services to be delivered in a way that wasn’t available three or four years ago.
In your opinion, what has been the biggest disruptor in the Smart TV industry to date?
CR: I think ACR is going to disrupt the smart TV industry in a very positive way. I think it’s already started to and it’s going to become more and more ubiquitous, not only for the smart TV side, but also for the smart set-top box side. I think MSOs are going to start utilizing that technology, as they really haven’t yet.