Why a video for your business is important

Why produce a video? That’s a question that’s been asked by/within companies for a long time. “Give me one good reason why I should spend the money to make a video of my business…” remains a frequently-heard CEO challenge.

Well, there’s more than one reason! A quality video is one of the best marketing tools that a business can have when competing with other companies for clients or projects. A well-produced video can be used as:

  • An introduction to your company designed to attract potential new clients
  • A reintroduction for absentee clients who need a reason to become active clients again
  • A stronger, more memorable impression of your company and its services
  • Company collateral when prospecting for new business

Truthfully, some of the reasons for not making a corporate video in the past—high cost, slow turnover and viewing restrictions— were quite valid, but today’s digital age has radically changed many of the standard steps involved with making a corporate video. High quality videos can be shot on many devices and edited (with voice-over) on a laptop, and former month-long projects have been reduced to several days.

Long gone are the days of VHS tapes/players—videos now can be watched on the internet, PCs, laptops, smartphones and tablets, making it easier to present and distribute your content.

We’ll explore the type of content that should be included in company videos in a future blog post. In the meantime, contact us if you want to learn more about creating a video for your business/organization!

(c) Can Stock Photo

Confused about using ‘affect’ and ‘effect?’

Affect and effect look and sound almost the same, but that doesn’t mean they can be used interchangeably. Unfortunately, they are two of the most commonly misused words, but figuring out which one to use is easier than you may think.

Simply put, affect is almost always used as a verb, and effect as a noun. Affect means to influence someone or something, or to produce a result, whereas effect is the result of a cause or action.

  • Apollos Hester’s post-game interview had an inspirational effect on me. How did it affect you?

Affect also can mean to act in a way that’s not typical, and effect can mean a private possession. For example:

  •  Normally energetic and supportive, Coach Tomlin affected an air of disappointment on the sideline.
  •  Packing up personal effects is always the hard part of moving.

Before we close this blog out, let’s address why I said affect and effect are almost always used as a verb and noun, respectively. Sometimes it’s the other way around. When used as a verb, effect means to bring about or to accomplish.

  • Coach Franklin hopes the upcoming bye week effects improvement in the Nittany Lions’ offense.

Likewise, affect can be used as a noun—although rarely—meaning an emotional state or implying a mood someone is experiencing.

  • After the Steelers lost to the Browns, I sat on my couch in an emotionless affect.

Would you like us to explore other grammar questions? Let us know in the comments.

Our Favorite Pittsburgh Things: Fall Foliage

Autumn is officially here, which means temperatures are dropping, pumpkin-spiced flavors are back, and our favorite—the leaves in the Pittsburgh area are starting to turn red, yellow and orange!

Fall foliage seen from a North Park walking trail

Fall foliage seen from a North Park walking trail

According to Visit PA’s Oct. 7 fall foliage report, Pittsburgh’s leaves are showing about 30 to 35 percent of full color, so there’s still time to head out and take in some of the season’s most beautiful sights. The Pennsylvania Department of Conservation and Natural Resources also offers an interactive fall foliage map for anyone interested in seeing how the colors are coming along throughout the state.

If you want to catch the foliage during its peak, here are a few ways to do so:

  • The Gateway Clipper hosts a Fall Foliage Tour in October. Visitors can experience the area’s bright colors while enjoying a meal and entertainment on one of the fleet’s riverboats.
  • If boats aren’t your thing, consider taking in autumn’s vibrant colors on the Three Rivers Heritage Trail. Pittsburgh’s urban trail system gives visitors the opportunity to see the colorful leaves among the city’s skyline.
  • Allegheny County parks, such as Boyce Park, South Park, Hartwood Acres and North Park have wooded areas and trails, ensuring that anyone in the area can see the leaves during their peak no matter where they live.
  • If you don’t mind taking a short drive, the Laurel Highlands region, which is a little more than an hour from the City of Pittsburgh, offers some pretty spectacular views in the fall. The area is home to Mount Davis, Pennsylvania’s highest mountain elevation; Ohiopyle State Park; and Frank Lloyd Wright’s Fallingwater.

Where do you like to go to see Pittsburgh’s fall foliage? Tell us in the comments!


The Benefits of Having a Company Blog

In this age of digital media, it has become an expectation for companies and brands to have blogs. While managing and maintaining a company blog can be time-consuming, we encourage all of our clients to put effort into having one for several reasons:

  • Drives traffic – Having a blog that is updated at least monthly creates more content for your website. This flow of fresh content will help your SEO ranking, making it easier for potential customers to find you in search results.
  • Complements your social media – Not only does blogging automatically give you good content to use on social media, it gives you a space to expand on ideas in a way that is not possible on social media.
  • Show off expertise – Whatever your industry may be, a blog allows you to establish your brand as the “go-to” expert in your field, potentially leading to new business.
  • Engagement – Having a blog offers customers more ways to interact with your brand, creating more opportunities to form a relationship. You may be able to transform some of these new relationships into brand advocates.
  • Cost –There are many great blogging platforms that offer free services – WordPress is one of the more popular options.
  • Additional content – Think of a blog as an extension of your website and your social media pages. It gives people more information about how your company operates, who the members of your staff are, what your philosophies are and your areas of expertise.

If you have a blog, tell us why you started one in the comments!

Ethical Practices On Social Media

As we mentioned last week, September has been named Ethics Awareness Month by the Public Relations Society of America.  As public relations professionals, we must consider ethical practices at all times—especially on social media because of its emerging importance, high visibility and influence on its users.  Content on social media easily reaches people all over the world, and brands use it to build relationships with their audience. That being said, it’s a good idea to have a plan in case you run into some tricky situations. Here are a few things to consider regarding ethics on social media:

  • Best Practices: Take the time to write a social media code of ethics or best practices to avoid getting caught in an ethical dilemma. Think about potential problems that might arise and draft some guidelines for your firm. No two situations are the same, but if you encounter gray areas, having written rules and regulations can help steer you in the right direction.
  • Authenticity, Accuracy and Accountability: Distribute accurate information and avoid making false and/or misleading statements on social media, just as you would in a press release and other marketing materials. Authenticity of voice is especially important when you’re posting or tweeting on behalf of a client. Use real customer/user commentary and testimony versus making it up to make your client look good or relevant. Last week, a publicist came under fire after releasing a fake tape of Joan Rivers promoting “My Son the Waiter, a Jewish Tragedy,” an off-Broadway show. Rivers had been scheduled to record the ad before she died. If you do make a mistake, own up to it and issue an appropriate apology. Some brands have claimed that their social media pages were hacked after publishing content that was not well-received or that was inappropriate. While that is certainly the case sometimes, it shouldn’t be used in an attempt to cover up a social media flub.
  • Keep It Real: On the topic of authenticity, don’t buy Facebook “likes” and Twitter followers to make your page look more successful. Practices such as these are an attempt to cheat the system, and in the long run, they will only hurt your client because you will see little or no return. Sure, your client’s social media pages will have a lot of followers, but your audience will essentially be fraudulent, and it won’t deliver the engagement the page needs.
  • Transparency: Social media pages are meant to be a form of communication between your clients and their audiences. While most brands hope for positive feedback, there are times when they receive negative feedback on their social media pages. It isn’t pleasant, but resist the urge to delete the not-so-nice comments. Unless the comments violate terms of use or cross offensive boundaries, the right thing to do is to leave them and respond in a way that follows your company’s best practices (click here for some tips). Similarly, don’t leave negative feedback (anonymously or not) on competing social media pages. It’s unprofessional and makes your company look bad.

What other ethical issues can arise on social media? Share your ideas and tips with us in the comments.

September is Ethics Awareness Month

The public relations industry can present a variety of challenges and dilemmas, especially when it comes to ethical issues. The Public Relations Society of America has declared that September is Ethics Awareness Month. The organization is spending the month to bring light to the importance of practicing ethical behavior in this profession.

PRSA has a Member Code of Ethics in place designed to anticipate ethical challenges that come up on a regular basis. The PRSA Member Statement of Professional Values – including  Advocacy,  Honesty, Expertise, Independence, Loyalty and Fairness – are the foundations that are meant to guide a PR professional’s behavior.


(c) Can Stock Photo

As PR professionals, we are hired to act as advocates for our companies and clients by providing credible and honest information to the public. Ethical practices really are at the forefront of every decision made – whether it’s the research and planning of strategic campaigns in an effort to avoid costly mistakes, developing relationships with the media, or determining solutions in the midst of a crisis. One of the biggest challenges faced is technology, as news travels faster than ever through websites and social media networks.

We realize that the public can perceive PR professionals as unethical at times, so we urge our colleagues to visit the PRSA code as a reminder of how to apply those particular values to daily communications strategies.

To read more on the ethics focus throughout the month, follow the Twitter hashtag #PRethics or check out the list of activities provided by PRSA. Participate in these conversations and help to raise the bar of ethics in public relations!

Public Relations or Advertising: When To Choose PR

In an ideal world, every marketing communications plan would include elements of advertising and public relations. In the real world, however, budgets are limited, so marketers often have to choose one tactic over the other. If your resources are limited, here are a few reasons to concentrate them on public relations:

• Cost – Advertising — even in print publications and on websites serving highly specialized and narrow trade industry readership — can be expensive, especially when you factor in the costs associated with creative development, photography, production and more. If executed properly and consistently, a basic public relations program incorporating news releases and targeted pitches can generate lots of “free” coverage for your product or service without the cost of advertising.

• The “news” halo – When an article about your company or product appears online or in a magazine or newspaper, it comes with imprimatur of being news, which inevitably gives it a higher level of credibility with readers than does advertising.

• Ability to target your message to specific media – Most companies want to convey multiple messages about their products or services to different target audiences. A good public relations practitioner understands how to make creative use of that information to craft beat-specific pitches that appeal to a variety of editors, bloggers or reporters. Advertising also is effective for targeted multi-messaging, but exponentially more expensive.

• Multiplicity of channels – With the proliferation of social and electronic media and their insatiable need for content, there are more opportunities than ever to earn editorial coverage for your products and services.

Sounds great, right? Well, like anything, public relations can sound too good to be true. It does have limitations, and there are advantages to advertising that public relations just can’t match. We’ll spell a few of those out in a future blog. In the meantime, if you want to add reasons for choosing PR over advertising (or vice versa), feel free to share them with us.

6 Tips for a Successful Magazine Pitch

Ok, you have a great idea for an article and you’d like to get it published in a specific magazine. Easy enough, right? Nope. The hard part is pitching it to ever-busy editors. Here are six tips for a successful pitch:

1. Research the magazine and editor(s)

It may seem obvious, but make sure you’re familiar with the magazine. Read past issues, know the audience, study the writing style, and browse the website. Also, review the magazine’s editorial calendar for the themes and topics that will be covered in upcoming issues, and think about where your article could fit.

You likely can find email addresses for editors in the magazine or online. Find an editor that is responsible for your topic or department. Remember, there is more of a chance to get a response from an assistant editor than the editor-in-chief.

2. Pitch a story, not an idea

An editor is probably not going to be interested in your idea for an article on a general topic, such as college football. Instead, try pitching a story on the four dark-horse candidates to win the Heisman.

3. Focus on the subject line

The subject line of your email is arguably the most important component of your pitch. Make it short and to the point. For example, “Possible article for November issue?” or “Article pitch: Four candidates to win the Heisman,” can capture an editor’s interest.

4. Send a pre-pitch email

You may or may not have an existing relationship with the editor, so it could be a good idea to send an email to reconnect or introduce yourself. Tell the editor that you were looking over their media kit and have a story on this year’s Heisman hopefuls that would be a great addition to the November issue. Be brief—two or three sentences—and say you’ll follow up in a week with a full pitch. Sometimes, the editor may ask for the article at this point.

5. Prepare the pitch

Think of the pitch as an audition for the editor to judge your writing ability. Write a few compelling paragraphs, starting with a brief summary of the article. Next, explain why the story is a fit for the magazine and its readers. Include a paragraph with details on planned interviews or other articles you’ve written. The closing paragraph should reiterate the article’s topic and why it’s relevant to the reader.

Don’t forget to proofread the email. Aside from checking grammar, make sure the editor’s name is spelled correctly and the right magazine is listed. One little mistake like that can direct your pitch to the trash and your email address to the ignore list.

6. Follow up

Editors are busy, so be proactive—but not annoying—with follow-up emails. If they give you the green light, congrats! If the editor passes on the article, thank them for their time and ask them to keep you in mind for future articles. Remember, pitching an article is not only about editorial placement, it’s also about building a relationship with the editor and magazine.

Do you have any other tips that have helped you successfully pitch an article? Let us know in the comments.

Our Favorite Pittsburgh Things—Point State Park

As we welcome September, it’s hard to believe that fall is almost here. But there’s still time to enjoy one of our favorite things in Pittsburgh—Point State Park (or, simply, the Point).

The Point, which is a short walk from the Yearick-Millea office, is located at the tip of Pittsburgh’s “Golden Triangle,” where the city’s three rivers come together.

Opened in the 1970s and recently renovated, the Point provides a recreational space within downtown and hosts multiple city events, including the Three Rivers Arts Festival, the Richard S. Caliguiri City of Pittsburgh Great Race and the Three Rivers Regatta.

Visitors can learn about the area’s role during the French and Indian War at the Fort Pitt Museum and Fort Pitt Blockhouse, picnic at the Great Lawn and City Side Lawn, grab a bite to eat at the Café at the Point, or sunbathe by the fountain. The area is also a favorite among walkers, joggers and bikers.

The fountain at Point State Park shuts off some time in the fall, so you still have time to head down there and check it out!

What’s your favorite thing to do at the Point? Tell us in the comments!

The fountain at Point State Park.

The fountain at Point State Park.

Timeless Advice in Marketing & Public Relations

Regardless of your chosen career, there are times when well-intended counsel comes your way.  Here are two important pieces of advice that I learned early on as a salesperson and account executive in marketing and public relations.  After 27 years, in the business, they are just as valuable today as when I received them:

  • Prior to a new business meeting, research your client and his or her firm to have a good understanding of that company’s products/services.  If possible, develop a model of the firm’s customers so you can walk into the encounter with a rough idea of the marketing challenges and opportunities they face. Be prepared to discuss examples of how you’ve helped other companies in similar situations.
  • Once you have acquired a client and become familiar with their business, be proactive about making suggestions and presenting ideas.  Marketing professionals in most organizations are busy juggling multiple projects and balancing the demands of the people they report to, as well as product managers, sales staff and outside vendors.  That doesn’t leave a lot of time to think strategically about their business.  You can add value to your service by helping to facilitate that process and, ultimately, by helping to grow your customer’s business.

What is the best advice you got in your career, or what lessons do you try to impart to the people you mentor?  Please share them with us in the comments!