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Archive for October, 2014

Hard candy.

Friday, October 31st, 2014

union terminal

Ever really look at the color rings of a jawbreaker ? Rock on.

Shot by Ashley Youkilis on an iPhone with an Instagram filter.

ashleyyoukilis.com/

American Horror Story – marketing pro.

Thursday, October 30th, 2014

Entertainment blogging platform, Screen Rant, credits FX’s American Horror Story creators Ryan Murphy and Brad Falchuk as marketing geniuses.

“Regardless of the overall quality of Ryan Murphy and Brad Falchuk’s twisted anthology series ‘American Horror Story,’ there’s no denying that the show has enjoyed some pretty powerful marketing. From well-cut trailers to short but effective teasers, the promotional materials have a talent for drawing people back in time and time again. After all, each new season is a fresh start.”

Frequently marketing is discussed as it relates to consumer merchandise sales, but the television series is worth commending because its creative and successful marketing efforts have elements that brand advertisers and marketers can employ towards building a strong brand image.

FX’s anthology series changes characters, settings, and storylines each season. Even its famous cast, including Jessica Lange, Kathy Bates, Emma Roberts, and Angela Bassett, change roles. Sure, its twisted and nightmarish plot line helps captivate audiences, but it’s through the creation of the new, while building a solid brand identity, which solidifies the show’s strong marketing efforts.

Marketers regardless of size can take a cue from the cult Hollywood horror series, to incorporate similar brand strategies in their own marketing efforts.

Ann Keeling says:

There’s something to be said for retaining brand equities, while using other tactics to further the brand and heighten memorability.  Core principles teach us to leverage existing equities, but oftentimes this can lead to monotony.  The strategy of American Horror Story is true to those principles but creates excitement and a massive following through its brilliant use of new perspectives.

PR is creative, believe it or not.

Tuesday, October 28th, 2014

Creativity is one of the foundational principles of public relations. In the mix of the expanding roles and demands PR faces, many firms have neglected to see creativity as a central focus of the profession, correlating the mindset instead, to more advertising, or product-driven categories.

But that shouldn’t be the case. Last week, The Holmes Report posted Radhika Shapoorjee’s “The Role of Creativity in Public Relations.”

“Creativity needs to belong to the PR industry. We have the power to create a meaningful dialogue and tell stories that touch people’s lives. This is our reality and this is our opportunity to reinvent ourselves. We need to own and celebrate creativity like never before and address and smash this ‘we are not the creative people’ identity barrier. We need to possess belief and confidence in ourselves and put creativity and caring for a larger purpose at the forefront of who we are and what we stand for.”

Historically, creativity was expected of public relations. Businesses needed the creative intelligence and communication expertise that only public relations professionals could provide – and that need hasn’t gone away. While some firms still continue to make that a cornerstone of their practice, the industry needs a shake-up…placing creativity at its core.

Ann Keeling says:

Much of public relations is built on factual information.  But the facts aren’t always that interesting.  That’s where creativity comes into play.  It’s the thinking of how to position a story or create a campaign that centers around a product, service, etc., but then to understand how to communicate that to an audience in an interesting and relevant way.  Take the Ice Bucket Challenge that rose to meteoric heights earlier this year – that was a very big idea that paid off exponentially for ALS.  Would anyone remember the campaign if it were just a straightforward awareness campaign for ALS?  Probably not.

Sit for a spell.

Friday, October 24th, 2014

empty cafe strip

An open invitation to rest the eyes and the body; to take in the world we live in.

Shot on an iPhone by Clare Whitaker.
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It takes two to tango.

Tuesday, October 21st, 2014

Less than 10 years ago, Molly Borchers, Senior Communications Strategist for (W)right On Communications, ditched her journalism career to join one of the fastest growing industries, public relations. But, she finds herself still doing some of the same work she was before.

I just finished writing an entire article for a journalist because he was too busy to write it himself. Let’s just be honest here:  A regular part of my job as a PR professional is to write articles that get published verbatim in magazines, newspapers and blogs. The journalists I work with depend on those articles because they often don’t have enough manpower to produce all the content in-house anymore.”

Borchers isn’t experiencing a workload that different from the average PR professional. More students and journalists are pursuing a career in public relations. With an ever-growing public relations field and a diminishing journalism network, how is this going to change news?

Public relations professionals understand that an unbiased and third-party media source is necessary to achieve the most robust results for clients. While adapting to the role of ‘journalist,’ is becoming more common, it’s not a remedy.

Ann Keeling says:

Third party credibility is where it’s at.  Writing white papers that you self-publish are nice and all, and you think so, but who else thinks so?  This is where media outlets come in.  If your content and ideas are really good, and you know what you are doing (or better yet, have PR pros that do), outlets will publish your content.  Then suddenly clients and prospects may have a very different opinion of your expertise