On February 28, 2017 Boyd Neil moderated a CPRS Toronto panel discussion entitled Navigating the Social Influencer Sphere. Check out his thoughts on the discussion on his personal blog
By Rosita Chakardan
As PR professionals, we are constantly striving to communicate our brand’s message in a meaningful and impactful way to engage our audience. So when I received an invitation from CPRS to hear their panel of experts speak about the growing significance of social influencers, I jumped at the opportunity to learn more.
Tackling a number of key considerations when selecting an influencer, the savvy panelists touched on some key points that I think act as a good tactical guide.
Know the Power of Influencers
Influencers are individuals who have tremendous clout on social media and blogs with niche interests and topics. Having said this, the influencer does not necessarily have any expertise in their niche, but rather a passion that resonates with their audience. They establish a large following by communicating through blogs, videos, photos, and posts on social media.
Find the Right Match for Your Brand
The key in driving awareness, and most importantly generating action, is to ensure that your brand is matched with the right influencer. For instance, a food blogger writing about how fantastic a national brand’s sports equipment is, would seem misaligned. The blogger’s audience tunes in because they want to consume content related to food … not sports equipment. The product is not relevant to the influencer’s niche. Selecting an influencer who aligns with your brand’s interests and values are the key to targeting the right audience.
Remember that Authenticity Rules!
It just makes sense! Today’s audience is bombarded with so much content that they’ve developed a discerning eye for artificial information. This is very similar to the latter point of selecting an influencer who fits your brand. A great way to achieve this is by creating a ‘top 10’ list of influencers who create content related to your brand’s focus. In order to determine which of the top 10 is the best fit, dig deeper by observing their tone, messaging and style. Ask whom they have partnered with in the past, and what resulted of the partnership.
Give Your Influencer Creative Freedom
Once you’ve successfully recruited an influencer, how much creative leeway should they have? Well, you selected the influencer for their storytelling and ability to connect with their audience, which in turn is your target audience. Give them creative freedom but ensure that you clearly communicate your brand’s objective, key messages and tone. If you have picked the right fit, the influencer will seamlessly advocate on your behalf with content that is on brand.
The same values that PR professionals should adhere to in every aspect of our profession also apply when collaborating with social influencers: transparency, meaningful storytelling, and authentic content. To ensure best practice, check out disclosure guidelines regarding paid promotions when working with social influencers.
With millions of influencers to choose from, it’s a whole new world to navigate. Remember the golden rule, ‘quality over quantity’, to make the biggest splash.
ACE Award Judging – An Interview With Vincent Power
LinkedIn
@VincentPower
What is your approach when judging the ACE Award submissions?
I look to be told a story, a story whose framework is based on the RACE formula (Research, Analysis, Communication and Evaluation). The story may have a preamble (a paragraph or so that serves as an overview of the entire project) but there should be an introduction (research and part of the analysis), there should be a body (part of the analysis and communication plan), and there should be a conclusion (evaluation). The introduction should flow into the body and the body should flow into the conclusion, each part informing and linking to the next part.
What is the greatest tip you can give to all those who will submit their campaign?
Try to evenly spread your story among the four components of RACE, or at least be substantial with each component. The Communication plan and its execution can arguably constitute the largest percentage of the overall story, but the research and analysis portions are often short changed and submissions should ensure that each component is given its due.
Last year’s ACE Awards had shown many amazing PR campaigns, in your opinion what will make a campaign stand out this year?
To even be selected as a winner, a sound Executive Summary based on the RACE formula is the most important contributor to being considered. Once a submission demonstrates that, then innovation and creativity will usually drive one submission higher than the other. Although we like to see submitted campaigns be successful ones, a winning campaign may not have achieved all its goals, however a sound execution plan that is innovative and creative can still achieve a finalist rating.
What would you say would be the biggest challenge when judging this year’s ACE Awards?
In a word, time. Judges may review more than a dozen entries over the course of a day. Because we want to give equal time, effort and attention to those we judge late in the day vs. those we judge earlier, judges look to see everything there is to know about the campaign within the two-page executive summary. No matter how fabulous the support material included may be, it will not help an executive summary that is deficient in effectively communicating the campaign to a judging committee using the RACE formula. That said, the supporting material is often useful in helping to have a better understanding of the tools described in the executive summary, but the executive summary should be able to stand on its own.
In your opinion what makes the ACE Awards unique and why should we encourage PR professionals to submit their campaigns?
The ACE Awards approach success from a professional perspective. The need to address the four components of the RACE formula means that entrants must use senior-level thinking in the development of their submission, and the result is that their entry receives a fairer, objective evaluation which hopefully minimizes subjectivity based on undefined criteria.
What are you looking forward to most when judging this year’s ACE Awards and why?
Judges look forward to learning about great campaigns, how they were planned, executed and implemented. It’s so much fun to see what different applicants experience in their efforts to bring a campaign to full fruition. What we do recognize is how much hard work goes into successful campaigns, how much public and media reaction plays a role in promoting a brand or program or initiative, and we appreciate the incredible effort that it takes to produce just one submission. Good luck to all candidates for 2017!
Featuring Charzie Abendanio, Account Coordinator at APEX Public Relations Inc. and past President of the CPRS Toronto Student Steering Committee 2015-2016
What did you enjoy most about being on the SSC?
What I looked forward to the most when being part of the SSC team was the opportunity to meet students from across the GTA during the class talks at the beginning of the school year. I was able to visit classrooms in Seneca, Humber, Centennial, Loyalist and Ryerson.
During the class presentations, I shared my knowledge, advice and passion for the public relations industry, which I continue to do today.
Where do you work now and what do you do?
Today, I am an account coordinator at APEX PR supporting clients from across the corporate and consumer sectors. However, the journey I took to find myself where I am today was a whirlwind but also an experience I am very grateful for.
I initially interned at several Toronto PR agencies, which included energi PR, Weber Shandwick and Edelman. At the end of last summer I was offered an opportunity by APEX PR to work for the Regional Municipality of Wood Buffalo on the Recovery Task Force in Fort McMurray, Alberta.
My main responsibility on the Task Force was to support the Public Information Officer and communications department as the community of Wood Buffalo was going through recovery after facing the largest Wildfire in Canadian history.
How do you think CPRS Toronto helped advance your career or get you ready for your current position?
Every relationship I developed throughout my time with the SSC and at my internships was imperative to the opportunities that came my way.
The PR community is small and the connections we make are as important as interviews. My advice for PR students is: treat every interaction you have with a communications professional as an opportunity to learn about them and a chance to help guide your own career path. The opportunities that come from that will be endless and you can find the best position that aligns with your passion and goals.
Twitter: @charziecastillo
LinkedIn: www.linkedin.com/in/charzieabendanio
The year of the Fire Rooster is upon us and since it only comes every 60 years, let’s make our mark! Efficient hard work filled with integrity is the key to meeting goals and achieving success this year1. We are looking forward to another successful year at CPRS Toronto, with an enthusiastic team on the Board of Directors working on some exciting projects.
The 2017 ACE Awards have been announced and the deadline will be here before you know it, so get started and submit your awe-inspiring campaigns and be recognized by your peers. Want to display your hard work at Illuminate 2017? The Jan. 30 deadline to be part of the 2017 Research program in Kelowna, is a few weeks away.
We will also have a robust calendar of professional development events, so stay tuned for more details in the coming months!
#CPRSproud
Cheers,
Danielle Kelly, APR
Erica Silver, APR, MA
Co-Presidents, CPRS Toronto
Giving to others makes you healthier and happier – but it can also bring you valuable learning experiences, enhance skill sets and provide an opportunity to try something new.
Don’t get a chance to test your writing chops in your job – why not volunteer to write a blog post?
Or maybe you aren’t getting enough field experience – how about helping out at one of our events?
Or maybe you are ready to take your career to the next level – why not volunteer for the Board?
There are many diverse opportunities to help out CPRS Toronto, while making a contribution to your industry.
For more information and to be considered for future opportunities, please fill in the survey.
Giving to others makes you healthier and happier – but it can also bring you valuable learning experiences, enhance skill sets and provide an opportunity to try something new.
Don’t get a chance to test your writing chops in your job – why not volunteer to write a blog post?
Or maybe you aren’t getting enough field experience – how about helping out at one of our events?
Or maybe you are ready to take your career to the next level – why not volunteer for the Board?
There are many diverse opportunities to help out CPRS Toronto, while making a contribution to your industry.
For more information and to be considered for future opportunities, please fill in the survey.
Giving to others makes you healthier and happier – but it can also bring you valuable learning experiences, enhance skill sets and provide an opportunity to try something new.
Don’t get a chance to test your writing chops in your job – why not volunteer to write a blog post?
Or maybe you aren’t getting enough field experience – how about helping out at one of our events?
Or maybe you are ready to take your career to the next level – why not volunteer for the Board?
There are many diverse opportunities to help out CPRS Toronto, while making a contribution to your industry.
For more information and to be considered for future opportunities, please fill in the survey.
Erica and I would like to take the opportunity to wish you a safe and happy holiday season. We hope that you enjoy your time off in the company of good family and friends. As 2016 draws to a close (and all too quickly at that!) we are taking a moment to reflect upon the accomplishments of the past year, and to set an intention for the year ahead.
We are looking forward to another successful year at CPRS Toronto in 2017. We have an enthusiastic team on the Board of Directors working on some exciting projects – stay tuned for more details in the coming months!
If you have set an intention to mark 2017 as your year to get involved in your community, consider contributing your skills to CPRS Toronto. There are many opportunities – both big and small – to get involved. For more information you can reach out to Erica or myself, or send an email to volunteer@cprstoronto.com
Cheers,
Danielle Kelly, APR
Erica Silver, APR