Category: How To’s

By Colby Rutledge

During these current times, building and maintaining a relationship between the brand you represent and the audience that supports is becoming tough. Especially if you want to support something people part of your brand are really invested in. Issues, such as social justice, or other serious issues, are something that some may be hesitant supporting. The best PR examples I have found are the PR teams that represent the Seattle Storm and the Los Angeles Sparks, and the PR team that represents the WNBA as a whole. 

To deal with making sure their players’ voices were heard while also making sure not to drive away fan interest, the WNBA PR teams, which includes 12 teams in the WNBA, showed support for players while educating fans who are interested in the issues that players are discussing on and off the court. The way they did this was by allowing a platform for the players’ voices with teams like the Seattle Storm and the Los Angeles Sparks advocating for change with posts to bring light to the issues. 

Photo and post by Seattle Storm from Instagram 

One of the biggest PR campaigns this year that got WNBA fans and basketball fans very interested was the Social Justice Auction by the Seattle Storm of the WNBA, which promoted auctioning off items such as signed jerseys and memorabilia by the Seattle Storm, with the proceeds going towards the fight for social justice. This was a motion brought forward by the Storm’s Force4Change campaign that started in July, and the Instagram post that went with this gained over 1,200 likes on the Seattle Storm’s Instagram, with all positive comments. 

Another thing that your brand and audience will support is to be behind a message that is easy to follow and that has a clear message. The Los Angeles Sparks helped emphasize the WNBA’s vote campaign that provided a clear message with their Twitter page highlighting the caption.

“Voting makes us stronger and we’re with you…..every vote matters. Democracy is a team sport! #TheAllianceLA’’ 

Video and post by LASparks from Twitter 

This social media post by the Los Angeles Sparks team garnered 49 likes and over 1,000 views for their video in just a six-hour span. It was one of the many ways that the WNBA and their teams got their point across, and still kept their high volume of fans interested and liking their product.

Photo by Yahoo Sports and post by Chicago Sky from Twitter 

Another key thing to remember when it comes to maintaining the relationship with your brand and your audience is to make sure to respond the right way if someone criticizes what your brand is, or its message that it is presenting. A case in point with the WNBA is during their peaceful protest of racial injustice in which they were criticized harshly by Atlanta Dream co-owner and Republican U.S. Senator Kelly Loeffler for their peaceful protests prior to the WNBA game’s start time. Instead of getting upset, all of the WNBA teams created social media posts about it, like the Chicago Sky’s Twitter page using the Twitter caption of “ Don’t boo…Vote” with the hashtag “#Vote2020,’’. 

With those posts, all of the WNBA teams also showed support to one of Loeffler’s political opponents this election season, Atlanta pastor and Democratic challenger Raphael Warnock. This post resulted in over 8,000 likes’, and over 1,000 people tweeting about it, creating a positive conversation on the issue. 

Photo and post by the WNBA  from Facebook

The final point in how to maintain a relationship between your brand and your audience is to show that the head of your brand supports people that are most important to their brand, and address someone who is trying to bring harm to your brand in a calm way, using something like a statement. This example, a statement by WNBA commissioner Cathy Engelbert on Kelly Loeffler’s comments regarding the player’s platform, highlights that it’s best to fight criticism with support of the people that best represent your brand, because that makes them want to stick up for you when you need support. 

Just to show how the WNBA’s practices worked, according to SB Nation “…the 2020 WNBA Finals between Seattle Storm Las Vegas Aces had 15% more viewers than the 2019 Finals between the Washington Mystics and Connecticut Sun,” (Albert Lee, SB Nation). I think this is proof of how to use these great practices to your advantage, because this rating hike for the WNBA Finals was higher than the NFL regular season, MLB regular season and the Stanley Cup Finals. 

By Tarah Johnson

Anyone is capable of starting a business. It consists of basic fundamentals such as selling a product, profit from that product, hiring employees and balancing their compensation. It takes strategic planning and hard work, though, to successfully run a business. More and more businesses fueled with innovative, creative ideas are being created each day, with people eager to fulfill a position. While running a business seems straightforward enough, it takes time, effort and dedication to run a business that creates profit, is ethical, fair and won’t shut down. With us still in the midst of a pandemic, many businesses have been forced to close their doors due to a failing economy and other circumstances.

According to HubSpot, in the United States roughly 9% of businesses both new and old close each year. On the flip side, only 8% are opened.

The point is that it takes courage, drive and responsibility to not only open a business, but possess the necessary skills to keep it running successfully. Here are some tips to start your journey and learn how to actively run a great business:

1. Draft a business plan

One of the more essential steps into running a successful business is having a clear, laid out plan of what you’re hoping to accomplish, goals, general thoughts and ideas. This is an important document that needs to be shared with stakeholders, and it’ll also lead you to be more organized and have a clear vision of the path you want to take. In our current digital age, drafting a business plan is easier than ever, with templates, formats and examples across the web.

2. Set Revenue and Profitability Goals

In order for a business to succeed, it needs to generate enough money to sustain operations, pay employees, and eventually make a profit for future investments. You’d be surprised at the amount of money that needs to be allocated for a system to run smoothly, including staffing, sourcing, production, capital and more. This would be the opportunity to review your business’s pricing structure and see what needs adjustments. Is your product priced correctly? How much revenue needs to be brought in quarterly, monthly and annually? What quantity needs to be sold in order to reach your profitability goals? Document these answers clearly so you know what to do.

3. Hire The Right Employees

You’ve worked hard to create a business unique to you, so you definitely want to have a team that reflects you and your company’s values. Additionally, making sure these employees are also trustworthy, driven, dedicated, hardworking and intelligent are essential as well. Don’t build any ordinary team- build a super team, one that you’re proud of and consistently delivers good results. Surround yourself with experts in things you are not. Ask for their input/feedback, and involve them in decisions that affect them as well as your business. When you win, you all win.

4. Focus on the Customer Experience

Last but certainly not least, hone in on your business’s customer experience and the impact you want to leave on your customer. Your business is nothing without customers and valued buyers, so make sure you’re treating them as such and make their experience a great one. Their time with your business affects the way your brand is perceived, so be ready to deliver what the people want. 

Running a business isn’t an easy process, and running a successful business is even harder. It takes time, effort, money, commitment, planning, and a willingness to constantly learn from yourself and others to improve. If you follow these tips, though, it’ll lead you to the right path of figuring out where to start, and how to maintain that trajectory as you navigate your business endeavors. 

By Lexi Kornblum

No one could have expected the rapid and staggering changes that have occurred in 2020. While it has been difficult, we’ve all adapted our practices and we’re moving forward. Now, remote working is more plentiful than ever, and it’s not quite the same as in-office work. 

Getting an internship is a crucial step in the career process for college students and recent graduates alike. Internship can give you experience in your chosen field, and help you network for the future. Approximately 60% of employers are planning to offer virtual internships in the coming months, so taking the time beforehand to prepare yourself is key.

“Virtual internships are a great experience, and while they present some unique challenges, they give you flexibility and they’re great preparation for the real world.” – Dani Moritz

Here are some tips to help you thrive in your virtual internship:

Communication is key:

Having good communication is absolutely vital to succeeding in a remote work environment. Sending emails, setting Zoom meetings and using Google calendars are going to be your bread and butter for the upcoming months. Keep in mind that each company already has their own communication system, like using Microsoft Outlook or Google, and you should adjust to it as quickly as you can. Having strong communication skills benefits both yourself and your employer, and learning these systems quickly in a remote world is critical to your success.

Focus on learning

An internship is an opportunity to test your skills in a professional setting. This is your time to learn and grow in your field, and it’s important to take advantage of that. Remember that you’re always learning, and this internship is a fantastic opportunity to gain knowledge from industry professionals. Don’t be afraid to ask questions or present new ideas— it’s all part of the process! 

Plan & organize your days

It’s a fast-paced world these days, and it’s more important than ever to plan and organize your work days. Tehama Group Communications has a full blog on staying organized during virtual life, and it’s a great read! Find a system that works for you. Whether that’s using pen and paper planners, or a virtual calendar and phone alarm system, it’s crucial to have a way of organizing your responsibilities. It’s entirely possible that you’re still going to school full-time and working on an internship, in which it’s even more important that you have your organizational system in place. Once you find your system, stick to it and make it work for you.

Be proactive

It’s a good idea in any internship to take the initiative on projects, and show dedication to your work. In a virtual internship, it’s absolutely vital that you be proactive in your work. It can be easy to fade into the background in a remote workplace— you can always turn your camera or microphone off during meetings. By being proactive and joining the conversation, adding your ideas or offering your expertise on a project, it shows that you’re active and engaged with the company. Proactivity is a great way to show your employer just how enthusiastic you are about the work.

Build relationships

An internship is the perfect opportunity to build your professional network. You’ll be working in your chosen field alongside your coworkers and peers, and they really do want to help you! Ask questions and engage in conversation with your fellow employees. Taking the time outside of mandatory training or meetings to make connections with your peers shows that you’re invested in your growth and willing to step out of your comfort zone. People will remember you years from now if you play your cards right, and that can help with job opportunities, earned media for your company, and more. 

While internships can seem like a daunting step in your career, but they’re really just an incredible opportunity for self-growth and gaining professional experience. You will always learn something new from a virtual internship, so it’s important to take advantage of this fantastic opportunity, and keep your mind open to the new experience. And lastly, remember to enjoy your virtual internship and all it has to offer!

By Jordyn Moore

When you look at an advertisement, what’s the first thing you look at: the caption or the photo?

You only have seconds for your photo to get noticed. Whether you’re posting an advertisement for your brand or a photo for your own personal social media, that initial impression will decide if a user is interested in you or your product. Regardless, the better the photo quality, the higher chance of engagement. The most important main areas to focus on are lighting and your background setup. 

Lighting can either make or break your photo. There are so many aspects regarding direction, harshness and color temperature that can create an aesthetic to accurately capture your brand. 

For traditional product photography, you are going to want to light the subject in a way that looks appealing. If you are shooting for a clothing brand, soft lighting typically looks best. Soft lighting is when your subject has barely any shadows. This technique is also great when used on people if you’re going for a naturally flawless look. The soft lighting takes out any noticeable imperfections, unlike harsh lighting. To achieve soft lighting, avoid taking your photos in direct light. Stick to shaded areas or shoot with the sun behind you. 

Photo by Andrea Piacquadio from Pexels

If an edgier look suits your brand better, use harsh lighting. Harsh lighting is when you have dramatic and distinct shadow cut-offs. For example, you would use harsh lighting in a gym or fitness related photoshoot because the harsh shadow lines help accentuate the body’s shape. To get the edgy look from harsh lighting, you will need a smaller light source to hit the sides of your subject. Play with your small light setup to see what shadows look best.

Photo by Victor Freitas from Pexels

A well-lit subject is great, but falls short when it lacks an interesting setup. Backgrounds can make a huge difference in a photo because they will help your product stand out on your feed. The worst thing to do is to have a dirty and boring background. Instead, try pops of color, or textured brick walls, or even plants. Don’t be afraid to stage a scene that goes along with the theme of your product. 

Photo by Andrea Piacquadio from Pexels

Visually, a photo can tell you so much about something within seconds. If the subject is a person, how are they dressed? Are they in a fancy outfit, does it look expensive, does it make them look like an important figure? If something looks important, whether it is or not, people will still shift their attention to it. Just by correctly lighting your project and creating a balanced and aesthetically pleasing background, your photos will gain more attention.

By Holly Palandoken

This year has been unlike anything we’ve seen before. It has been challenging to keep everything organized while balancing the shift to online work and classes, but it’s important to create an organizational routine. Not sure where to start? Try out these tips for success.

1. Get a planner that works for you

The aesthetic bullet journals you may see online look nice, but they may not work for you. The important thing is to find a planner that meets all of your needs for school or work.

If you’re a student or an educator, check out planners that follow the academic year instead of the standard calendar. College bookstores often have planners that already have important dates printed in them (such as winter and spring breaks) so check out your college’s online store to see if you can order one.

Do you prefer virtual planners? Check out free online sources, such as Google Calendars, and plan your tasks out.

Once you’ve picked the planner that works for you, make a habit of writing down when your work is due, and any appointments or meetings you have. Writing down your due dates will help you remember to do them on time, and writing down any prior commitments will help you schedule when to do them.

2. Set reminders on your devices

We’ve all forgotten to do an assignment until the last minute, so why not have Siri remind you before it’s too late? Setting reminders on your phone can be a great way to keep you on track for success.

I personally set weekly alarms on my phone for 15 minutes before my scheduled meetings so I’m always on time. There are many free apps on the App Store and Google Play for more customized reminders, but the pre-installed clock apps on your phone also work just fine.

3. Learn how to manage your time

Figuring out how to manage your time is the key to being successful. Learn how to plan out your day so that you can get your work done, and still have free time.

“Effective time management is the effective use of your time that allows you to plan your days in such a way that you finish your work with less effort and make the most of the limited time you’ve got,” Marija Kojic said.

Scheduling planned times for getting work done can make a difference in your work for the day. Think about how long it will take you to get a project done, and plan to work on it during a specific time.

Don’t forget to schedule short breaks throughout the day, or you may feel overwhelmed by your work! During these breaks, step away from your computer, and grab a healthy snack or read part of a book.

4. Avoid procrastination

Virtual school and work is hard, but procrastinating only makes it harder. Plan to do your work ahead of when it’s due instead of putting it off until it’s too late. Your work will be higher quality, and you’ll have more time to yourself after finishing your work earlier.

Try to do your work as soon as possible, but it’s okay to work on it at a later date if you have other commitments. Look over your schedule, and pick a specific day and time to work on it ahead of the due date so you have time to check your work again before submitting it.

Four ways to distinguish your brand or company from your competitors, while gaining the attention of your audience.

By Brooke Martin

When you think of soda the first brand that pops in your head might be Coca-Cola and it’s widely recognizable red logo and white font that you can find at almost any grocery store or restaurant. However, you might be surprised to find out that there are almost 1,000 different varieties of soda. 

So why is Coca-Cola such a well-known soft drink compared to other sodas? One reason is Coca-Cola has a distinguished brand identity and voice. The soda has been on the market for over 130 years and is thought of in a happy and friendly context. They’ve had a long time to excel in their brand identity and voice. Now it’s your turn!

Branding professional Marty Neumeier defines a brand identity as “The outward expression of a brand, including its trademark, name, communications, and visual appearance.”

So how can your brand or company develop a successful and memorable brand identity and voice? Follow these four steps to get you on the right path:

1. Research your audience and perform a SWOT analysis
   • No one product or service will attract everyone, but your company will appeal to certain demographics more than others. Hone into these specific audiences. Is your high end makeup company going to mainly attract younger females that are middle and upper class? Will parents of babies and infants be more likely to buy your baby products than the average college student? Be specific on exactly who you want your message to get across to.
   • SWOT analysis
     1. Strengths– what is working well
     2. Weaknesses– what is not working well
     3. Opportunities– things that could help improve your brand’s messaging, brand identity and voice
     4. Threats– things that could cause a potential problem

2. Complete your brand strategy. Ask yourself these questions:
   • What is your purpose? Mission? Vision? Goal?
   • What’s your messaging going to look like? Are you going to be funny and sassy like Wendy’s Twitter roasts? Or are you going to be sophisticated like Apple’s sleek and simple Apple’s messages and designs?
   • What’s your brand identity and how do you want your logo, typography, and color to look like?

3. Identify your competition
   • Look at similar businesses and companies to get inspired for your own personal brand identity and voice. Research their social media platforms and websites to see what you like and what you don’t like. What’s working well and what can be improved?

4. Utilize social media platforms
   • There are so many different social media platforms that are easy to use and will help you reach a wider audience. According to PEW Research Center, 72% of the public uses some form of social media. Here are some of the most popular social media platforms:
     1. Facebook
     2. Instagram
     3. Twitter
     4. Snapchat
     5. Tumblr
     6. Pinterest
     7. LinkedIn
     8. YouTube

Creating an efficient and memorable brand identity and voice won’t happen overnight. Even after you hit the right stride, there will always be new ways to improve and things that can be better. It will take a lot of effort, thought and patience but it will be worth it in the end.