Chapter Events

  • Social Media Strategy for Small and Emerging Businesses An interview with Jim Panagas

    In Chapter Events, Social Media on

    By Ariana Revelas, PRSA Boston Faculty Forum Student Correspondent – Bentley University


    Jim Panagas is a Boston-based marketing and communications professional with deep experience managing major brands, hiring and managing agencies, and running his own business. He believes companies should take full advantage of the full marketing communications mix — from video content to webcasting, social media, PR, and analyst relations — to connect with key audiences, communicate better than their competitors, and achieve market leadership.

     

    I asked Jim to discuss his experience in counseling small business owners, in particular about their PR and marketing initiatives.  He shares how small businesses face a different kind of challenge when it comes to PR and Marketing:

     

     

    Please share some insights on counseling small business owners.

    Often times, small and emerging businesses simply don’t have a marketing or communications professional on board yet. So, you’re often dealing with a point of contact who doesn’t have a lot of experience in this area. He or she may not know the right questions to ask and what is appropriate to spend at this point in time, and may unrealistically expect immediate results (as in closed sales opportunities).  

     

    What is your approach for counseling small business owners in the technology industry in the strategic use of social media and PR?

    My clients reside in the technology space. I tend to point them toward LinkedIn and Twitter. It is important that a company builds and maintains a company page, sends out announcements on a regular basis, and engages in online discussions. The richer your content (such as including a photo, video, survey, study, etc.), the more likely people will read what you have to say, comment, and perhaps forward that information to their friends and colleagues. When you’re sharing information on LinkedIn, there is an option to simultaneously share that same information with your Twitter audience, which I strongly recommend.

     

    That doesn’t mean that you can’t put some exclusive content on LinkedIn and/or some exclusive content on Twitter. It just means that, in general, you want to ensure that comparable information is being shared on both platforms. Social media is key to getting people to know about and talk about your company in the short term.

     

    What should businesses look for when hiring a digital marketing expert?

    It makes the most sense for a small business to engage a marketing consultant or agency rather than hiring marketing staff right out of the gate. This is particularly important because the marketing industry is in a period of extreme change at the moment and marketers tend to fall into one of two camps:  “classical marketers” i.e. people who can write, design, strategize and come up with innovative ways to generate visibility versus “digital marketers” who are primarily trained to run a marketing or sales automation platform.

     

    If a business is looking for someone to run a particular platform such as Marketo, Pardot, or even Salesforce.com, it probably needs a person or agency with more “digital” expertise. However, a business needs to crawl before it can walk, and that early formative communication is much more likely to be developed by a classical marketer. I don’t mean to overstate this schism, but it exists and the delta between them is getting wider. I cannot overemphasize the importance of these small and emerging business to engage a high quality writer. That way, they are building on a solid foundation.

     

    What are the current social media strategies that businesses should take advantage of?

    To win in today’s marketplace, it’s about quality of communication – not quantity. It’s more important to have senior, influential people within the organization communicating about your brand through social media channels rather than having a small army of people across your company – people who are not trained writers – sending out content. Again, it’s about quality of content, not quantity.

     

    Increase use of video content. 

    If you’re having a 5-minute discussion with a member of your management team…or a subject matter expert…or a partner, you should capture that conversation on video and share it through social media channels. People are used to watching video.  They are more likely to remember something that they heard or saw in a video clip than something that they read. 

     

    Update your website with compelling content.

    Your company website should contain significant content that your audience will find both useful and interesting. Here is a short list of must-haves in order to be effective on the web:

    1. List your address, phone number, email address, etc., so that people can easily contact your organization. Make it EASY for people to contact your company.
    2. Your leadership team should be clearly identified on the site with photos and bios.
    3. Feature downloadable assets such as data sheets and success stories.
    4. Webinars are a great low cost and broad vehicle for attracting qualified prospects.
    5. In addition to being shared via social media, video content can also find a home on a company’s website. If the videos are short – less than 1-2 minutes in duration – website visitors are very likely to click on them.
    6. Make sure you have a mailing list that website visitors can join, so that you can stay engaged with them over time and they can keep track of what’s happening at your business.

    The bottom line: find the right professionals. Find marketers and communicators who think like you do, who understand exactly what your business does and recognize why it’s important. If you’re in the technology space, look for marketing, communications, and PR professionals who have done a lot of work for technology companies over time. Ask about their background and credentials. Read their references. Take the time to look at samples of their work. Hire the right person or agency, and great things can happen. 

     

    To find out more about social media strategies, attend our 7th Annual Social Media Summit, May 3, at Bentley University.  You’ll hear from some of the region’s most forward-thinking agencies, organizations and content creators!

     

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  • April 4th Preview: Launching the Cannabis Industry with Francy Wade, Chatter Boss Communications

    In Cannabis, Chapter Events, Crisis, Entrepreneur, Fast Five, Government, Media Relations, PRSA Member Feed, Public Affairs, Thought Leaders, Uncategorized on

    Francy Wade owns Chatter Boss Communications, a boutique communications consultancy with clients in both the private, public and non-profit sectors. Some of her recent work been has been on behalf of new cannabis companies, including one of the state’s licensed dispensary pioneers, Cultivate. Her career is a convergence of public relations, research, politics and news experience. She recently sat down with Loring Barnes to chat about the unique experiences of launching Massachusetts into the new world of legalized marijuana.

    Has serving clients in the marijuana sector in any way inhibited your PR consulting practice?

    When I started Chatter Boss a little over a year ago, I had no idea how large the market was for what I was selling: High-touch, high-energy, low-process PR. I love to tell great stories to the right journalists and audiences and not get bogged down in process. I am so blessed that I’ve had an over abundance of clients retain me over over the past 15 months. Usually, my clients and prospects love to see the crazy mix of subject areas I work in. From higher education and education equity to healthcare, fashion technology and marijuana, it has been a wild ride.

    I did, however, lose one piece of new business because of my work in the marijuana space. It was a controversial development project and the company CEO was staunchly against legal cannabis. I am absolutely respectful of people’s opinions and understood his perspective. But, before I walked away, I did want to make sure this individual knew I am the ultimate professional and one client’s point of view never impacts another’s.

    Marijuana isn’t legal nationwide, which has resulted in a prohibition or high restriction of social media usage by dispensaries and cultivation facilities. It’s almost a throwback to our pre-social communications era. How have you helped your cannabis clients to maintain a brand voice as more of these licensed companies have had to launch while being handcuffed in their use of social media?

    I like to use social media as a storyline with media pitching for my marijuana clients. In the days after legalization  in Massachusetts, all of my clients’ social accounts were shut down. On the surface, it might seem debilitating, but not for me. Facebook, which owns Instagram, never gave an exact reason for the move and I thought that was a GREAT storyline for TV and digital media. Interestingly enough, just last week, Facebook announced it was easing its ban on marijuana content, which provided a great pitch point for some stories you’ll see appear very soon. I’m such a tease!

    You’re a parent and travel in other business and community circles. And you aren’t a pot user. Do you find that when people know that as a PR professional, you are a communications counselor to cannabis companies like Cultivate and Sira, that conversations abruptly shift from scouts and soccer to the curiosities of marijuana, and how do you navigate this?

    I do a lot of work in my children’s schools and I am even a catechist for the kindergarten students at my church. So when it comes up that I also happen to work in the marijuana space, people’s jaws hit the floor. I’ve been a goody-goody my whole life, so having a shock factor in my mid-thirties is kind of fun!

    I started out my career as a journalist, so I pride myself on always seeing things from all sides. Before talking about any of my clients, I tend to allow people to tell me how they feel about the industry instead of voicing any opinions. It makes people feel at ease with the subject. If people do have a differing opinion, I tend to share some stories that opened my eyes to the benefits of cannabis as a medicine for veterans. Then let the conversation transfer to the trouble with the illicit market and how many jobs and how much revenue we will get from the legal industry.

    What do you read to keep on top of cannabis business trends, innovators and subject experts? How would you advise someone to steer clear of disinformation?

    I have to say, my clients are the best source of information for me. They have a way of explaining nuanced regulations and trends better than anyone. I feel lucky to work with such smart innovators like Sam Barber of Cultivate and Mike Dundas of Sira. I tend to use them to help journalists understand the stories they are writing, even if they aren’t going to be quoted. The way I see it, we are all building this industry together. Storytelling and the reporting being done will help us document this for the history books in the future, so it is critical we get this right.

    I really like the reporting the Boston Globe has done and the way they have dedicated reporters to this beat exclusively. I had a meeting with some of their staff, including Linda Henry, last year and encouraged them to create and entire Cannabis section of the paper. Similar to the Travel or Arts. It is complex, not only as a political and social issue, but the industry involves banking, scientific and marketing aspects too. It needs to be treated as the unique behemoth subject that it is.

    You’ve had your consultancy, Chatter Boss Communications, for just over a year, after working in respected PR agencies, political campaigns and television news. Did opportunity create the impetus to strike out on your own, or did you decide to take the plunge and hope that the clients would follow? How has life as a solo practitioner surprised or rewarded you, and how would you counsel others who are considering to follow suit to think through this decision?

    I have three children, a 13-year-old stepdaughter, a 5-year-old son and 4-year-old son. When I started taking care of my daughter when she was a toddler, I realized how fast time flies. After having my oldest son, I made a very easy decision to not go back to an agency. Instead, I networked my way into having a few clients and projects that kept me in the game. After my second son, I was approached to more formally work with a political polling firm and got involved with the campaign to regulate, tax and legalize marijuana. When the campaign came to a close, I had a series of fun lunch meetings with former colleagues and friends who kept asking me if they could get me to tell their stories and I gave birth to my fourth child which is Chatter Boss.

    I was meant to be an entrepreneur. It’s in my DNA. My dad owns his own business and he, like me, does some of his best work from places other than a desk and office. My mom, a teacher, stayed home with me until I was in high school, before going back to work and getting her masters. I am trying to take a page from both of my amazing parents and be the best mother and businesswoman I can be. None of this would be possible without my husband’s support. He is, by far, the most talented storyteller I’ve ever met. We don’t have a nanny or full-time help. We work as a team to make sure we are at the top of our parenting and professional games at all times.

    I don’t think agency life is for everyone and I certainly don’t think the solo practitioner road is one that most people find attractive. It is uncertain, exhausting but ultimately exhilarating. I’ve been called naturally caffeinated, which is the highest compliment, and what I think has been the secret to my success in this most recent chapter of my communications career.

    Meet Francy Wade on Thursday, April 4th (@chatterbosscomm) and hear about the landmines and victories on the cannabis industry’s journey in Massachusetts.  She joins an A-lister panel of marijuana business experts and policy influencers. The lively discussion will be lead by Jess Bartlett (@BOSBIZJess), veteran cannabis and craft beer beat journalist for the Boston Business Journal. Click on this LINK to get your ticket.  Special rates for students, young professionals and members. 

    **With special thanks to our generous hosts, Zazil Media Group (@zazilmediagroup). A donation from the event will be made to the Massachusetts Patient Advocacy Alliance.

     

     

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  • April 4th Preview: Cannabis Entrepreneur Rob Toof On Leading MA’s Newest Beverage Category

    In Cannabis, Chapter Events, Crisis, Digital Marketing, Entrepreneur, Fast Five, Government, Marketing, Media Relations, Product Launch, Public Affairs, Social Media, Thought Leaders on

    As co-founder of Altatude Beverage Company, Rob Toof has now traveled the entrepreneurial continuum full-circle with his first investor-supported venture. Rooted in product development and sales, he has worked on the front lines of word of mouth / influencer campaigns (BzzAgent), funding performance (NextGen Venture Partners), building and selling his online education platform to a fortune 500 company (Pearson) and marquee special event planning (The Boston Cup). Just back from an international sales trip, Loring Barnes caught up with him after his latest Logan touchdown to talk about the role of deliberate communications to support the launch of a new cannabis brand and what being a trailblazer requires of a business owner.

    Q. So I’m going to jump right into the deep end: the Wall Street Journal has declared cannabis beverages as “tasting terrible,” with such yummy flavor descriptions as “hints of dirty socks,” a “gross aftertaste” like “dish soap and urine.” Ouch! How do you overcome such caustic critiques to distinguish your brand as being something familiar or appealing and get people to actually track it down and try it? 

    Before I started the business I went from LA to Vancouver with my attorney (him driving), trying and ranking every cannabis beverage we could get our hands; judging them based on taste, dosage, price and packaging. Out of 60 different beverages we tried, for taste five were good, the remaining were undrinkable swill. Why? Beverages are hard to produce and they are at a higher risk of contamination because they’re always wet. It’s highly possible many of the samples we tried were filled with microbials due to lack of preservatives or food science.

    Alta is a line of beverages formulated to mask and accentuate specific cannabis flavors and aromas while also enhancing the effects. With sophisticated flavors that are unique yet familiar, Alta moves beyond beverages to deliver a “reefined” experience for the discriminating cannabis consumer.  Each product is made in small batches and tested by a third party to ensure food safety standards are being met/exceeded.

    Our team bench is deep in beverage experience including: a food scientist, a sommelier, a café owner, a soda company owner, a vermouth maker and a cold brew expert. We feel confident on the flavor front.

     Q. Communicators with IPO-readiness experience understand that an investor-backed start-up needs a strategy that supports a payback end-game, and possibly an acquisition as an exit strategy. You’ve been down this road as an investor. Now you’re the owner accountable to investors. How does this perspective shape how you value and use public relations as a value driver to build revenue?

    I’ve run my own company with a successful exit to a publicly traded Fortune 500 company. Prior to that I ran word-of-mouth campaigns for brands like SC Johnson, Kraft and IBM on launching new products, which worked closely with PR to get the word out. Word of mouth is the most important aspect of our brand strategy. Shortly behind that is traditional PR. Any credible third party, especially for a cannabis product, means the brand name is trustworthy.  There are a lot of bad products out there and in the end, it will come down to brand reputation.

    Q. Is there any aspect of investment performance that risks impatience for your company to mature and achieve its intended potential? How does financial discipline shape your marketing and PR priorities?

    A: Canning equipment is the biggest. So, if you think of us both as a brand and as a platform, we have two main goals. Our first goal is to expand our own brand. Our second goal is to help other brands produce their beverages on our platform when we have latency. We believe this strategy allows for frequent content creation, PR opportunities, and unique brand experiences that we can budget and plan for before a project even begins.

    Altatude is in a unique real-time challenge: defining a new product category and carving out a distinct brand personality within it. That’s a tall order, at a time when you are spending to hit the retail and restaurant marketplace on all cylinders. How much of your messaging is directed to educating the general population versus customers and buyers?

    A: We are a sales organization first and foremost, which means I’m measuring number of store fronts and units moved weekly, not brand awareness mostly right now. That being said, we know patients and budtenders are influencers to their networks, so we are beginning to work more closely with these audiences to help them understand the value of drinkables, nanotechnology, micro-dosing and sipping Alta.

    Q. The role of social media in the media mix has some restrictions for cannabis where marijuana is not yet universally legal. When you look at earned, owned and paid media, which of them is proving most productive for Altatude? How do you look to measure the impact of your overall media strategy, and as the owner, are you willing to pay for measurement as a feature of your overall communications program?

    We use Instagram, Facebook, LinkedIn, which we update regularly. We are in an interesting spot as we are about to launch our own CBD line, which is hemp derived, which opens up a bunch of legal questions regarding what we can and can’t do from a promotion stand point. At this point, I’m not willing to pay for measurement beyond SEO and CPA for online reservation, delivery and orders/subscriptions.

    Q. PRSA Boston embraces mentoring and is a career gateway to new graduates and early-stage public relations, social media and sales-focused communicators. Does Altatude offer paid internships and if so, how should someone make themselves known to you? Does it go without saying that interns or employees have to be cannabis consumers, in whatever form that is?

    A: We would love to hear from PRSA affiliated interns. Pay is based on a case-by-case basis. If you have interest in working at Altatude please email info@altatude.com. Consumption is not a requirement. 80% of our team consume less than once a month.

    Q. What is the biggest misconception about the cannabis economy that you would like legislators and/or journalists to better understand?

    A: Dosing is very individual and there needs to be more understanding/less restriction within dosing for the recreational market. For example, recreational beverage have limitations in Massachusetts of 5mg per serving/can/beverage. In that same recreational transaction, a consumer can buy a syringe with 850mg of THC, which they are more likely to over medicate with. So long as there are concentrates for sale, drinkables shouldn’t have dosing restrictions as low as they currently do.

    Q. You’ve been traveling, but you likely haven’t found Altatude at an airport bar in between flights. When you’ve got time to kill, what is your beverage of choice?

    A: I don’t drink much alcohol anymore now that I’m drinking cannabis. No hangover and lower calories. Staples though are water and coffee.

    Meet Rob Toof on Thursday, April 4th and hear about beverages as the newest cannabis industry’s  product category (plus sample some Alta Fuega – non-infused). He joins an A-lister panel of marijuana business experts and policy influencers. The lively discussion will be lead by Jess Bartlett (@BOSBIZJess), veteran cannabis and craft beer beat journalist for the Boston Business Journal. Click on this LINK to get your ticket.  Special rates for students, young professionals and members. 

    **With special thanks to our generous hosts, Zazil Media Group (@zazilmediagroup). A donation from the program will be made to the Massachusetts Patient Advocacy Alliance.

     

     

     

     

     

     

     

     

     

     

     

     

     

     

     

     

     

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  • April 4th Preview: Meet Cannabis Control Commission’s Exec. Dir., Guiding MA’s Hottest Economy

    In Campaign, Cannabis, Chapter Events, Crisis, Digital Marketing, Fast Five, Government, Marketing, Media Relations, Public Affairs, Social Media, Thought Leaders on

    In 2008, the vote by Massachusetts to decriminalize marijuana set the BayState on its journey to legalizing cannabis by a ballot initiative eight years later. This set into motion the need for a centralized authority whose purpose was to operationalize the law for the opening of medical and recreational retail dispensaries across the state. Enter the Cannabis Control Commission, (CCC) which has handled the dizzying charter of providing host municipalities with guidelines intended to balance community impacts with new revenue opportunity. As its Executive Director since the agency’s found, Shawn Collins brings the most current perspective on this growing industry. He recently shared his insights about how public affairs have been an economic driver with Loring Barnes for a PRSA Boston’s Fast Five… and a few more questions.

    On April 4th, some members of the Cannabis Control Commission’s communications team will be in attendance. Our team includes:

    We draw agency talent from the State PRF60 Contract for advertising, graphic design and public awareness, including this campaign:  “More About Marijuana”

    Q: We share the experience of holding elected office in respective hometowns. Interestingly, you were chair of your school committee. As a general statement, schools are a municipal department that will claim new budget needs to fund educational impact or mitigation programs stemming from the arrival of local cannabis cultivation or dispensaries. How has your insight from your elected office tenure factored in decisions as related to deploying state-level marijuana health and safety programs targeting youth, families, staff nurses and educators? What is the delineation of educational resources to be provided through the CCC versus the Department of Public Health?

    A: Public education and awareness, especially during the infancy of this industry, is critical.  Our campaign, “More About Marijuana,” specifically identifies the importance of parents talking with their children about the potential impact of youth access.  It also reminds parents that if they intend to purchase and consume adult-use cannabis, they also have an obligation to keep those products safe and secure within their home.  We have made these public awareness materials, including rack cards, available through the state’s clearinghouse and shared them with superintendents across Massachusetts. Education and awareness are the best tools we have, and we’ll partner with anyone that can help us get those messages out.  That includes other state agencies, as well as local and community partners.

    Q: You’re an attorney. How do you reconcile protection of First Amendment rights with the recent actions taken by Instagram and Facebook to delete social media accounts of early-stage marijuana businesses, to include those newly opened in Massachusetts? For a small business, social media is a key engagement tool used for marketing and education.  Is the CCC taking an advocacy position or providing guidance to these businesses as how to navigate social media?

    A: I’m an attorney, yes, but I’m not in the best position to offer legal advice in this particular area.  The Commission, consistent with our objective to be as available and transparent as possible, does seek to leverage social media as often as possible to get our own message out.  We know that a lot of our key constituency can be found on these platforms. We also know, too, that kids are present and active on these platforms. So, we do expect any of our licensees to be mindful of that when using these tools.  

    Q: A cornerstone of the cannabis industry is social equity, which is a program described as a deliverable by the CCC. How does the CCC advance access to small business investor capital, grants or other benefits for minority or underrepresented business populations if federal lending laws make it so difficult?

    A: This is really the challenge that is facing this industry and these entrepreneurs across the board.  Access to capital limits everyone’s access to this market, but especially hinders those small business owners that aren’t independently wealthy.  Given the federal constraints, the solution may have to be multi-faceted. This could include state-run and supported programs, including grants and loans, as well as private investments targeted specifically to small business, particularly those economic empowerment applicants and social equity program participants.  There is no one, single solution to this.

    Q: Does the CCC hire paid interns for experiences supporting communications, public affairs or outreach functions? Will the CCC be expanding to meet the needs of the growing cannabis industry?

    A: As a start-up agency, our Commission is always looking to add additional resources and support.  We have tried to develop a strategic approach to public awareness and community outreach, and both are two areas of potential growth within the Commission.  We do not currently have any opportunities for internships, but think they are something we will absolutely consider in the future.

    Q: What is the biggest misconception or information gap that the CCC is working to address?

    A: While the Commission has broad regulatory authority, we do not oversee all things cannabis-related.  We rely on other state agencies and scores of local partners to regulate this new industry. Relatedly, residents have a lot of rights with this new law, including the ability to grow plants in their home.  This isn’t something the Commission has the authority to police, but we’d gladly work with residents to understand their rights and limitations, as well as local authorities in a similar manner. Lastly, I think it is important for folks to remember that we’re still a young and growing agency.

    Q: In the morning when you’re enjoying your morning coffee, what are you reading to start your day? Then during your commute, do you listen to podcasts or news stations as might intersect with your need to keep on top of cannabis-related topics?

    A: I rely on local media in the Boston area and other regional outlets in the state to get my news every morning, including the Boston Business Journal and Boston Globe.  I also make a point to scroll through Flipboard, which helps me cast a much wider net for all news – including cannabis.  As for my commute, I’ll admit I’m much more likely to listen to “The Daily” from the New York Times, or “Up First” from NPR, as opposed to cannabis-related podcasts.  Sometimes I need the break.

    Meet Shawn Collins on Thursday, April 4th and hear from the agency tasked with shaping a safe and equitably accessible cannabis industry in Massachusetts.  He joins an A-lister panel of marijuana business experts and policy influencers. The lively discussion will be lead by Jess Bartlett (@BOSBIZJess), veteran cannabis and craft beer beat journalist for the Boston Business Journal. Click on this LINK to get your ticket.  Special rates for students, young professionals and members. 

    **With special thanks to our generous hosts, Zazil Media Group (@zazilmediagroup). A donation from the event will be made to the Massachusetts Patient Advocacy Alliance.

     

     

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  • Fast Five: PRSA and American Marketing Association Q & A – Donna Ayer

    In Chapter Events on

    Today, with every agency saying it is full service, CMOs are starting to ask, what exactly does full service mean? PR firms offer influencer marketing and social engagement, but so do ad agencies.

    More than ever before, CMOs have options, and everyone knows it. An agency can be hero and savior or muck-up and short-timer. It’s all on the table March 21 when two CMOs and two agency chiefs go head-to-head in a panel you won’t want to miss. Join us as the American Marketing Association, Boston and the Public Relations Society of Boston host “The CEO’s Dilemma: Leveraging Agency Partners for Maximum Success.”

    One of our panelist – Donna Ayer, Senior Manager of Integrated Communications, agreed to give us a preview of what attendees will learn at the program.

    1. What do you like the most about being in Communications and PR? The undeniable impact it can have on a business. Communications and specifically, PR, is truly a fundamental strategic driver for growth, competitive advantage and employee recruitment/retention. When communications is at the table, it makes a tremendous difference. PR leaders often find themselves on the front lines in both positive circumstances to drive amplification and in crisis to protect reputations – and to me that is exciting!
    2. As the lines between earned, owned and paid channels continue to blur, what is your take on how communications pros should approach the new normal? It is an exciting time to be in communications and marketing. We have been managing to the 24-hour news cycle for some time now, but I think the layering of content across channels is where we, as an industry, need to do more. People no longer go to one channel for a certain piece of information – they are looking across channels and devices and the knowledge experience needs to be seamless and cumulative. Competition is fierce so you better be telling me something new and offering a perspective that resonates with me regardless of the channel I am on. Communications practitioners need to embrace analytics-enabled micro targeting and think about what they want their audience to know and how you want them to respond versus what works for that channel – they all morph into one digital landscape.
    3. How does your background in PR help you in your daily activities leading collaboration across teams and large enterprises? PR teaches you a lot, especially about being tenacious and creative and most importantly how to be a team player. I have been in communications with a primary focus on PR my entire career – on both the agency and corporate side. I’ve had the privilege of working across a wide range of industries and businesses, ranging from start-ups to Fortune 100 brands – throughout it all, I always pull on my PR fundamentals. You need to act with integrity, approach challenges with a creative spirit, invest the time and energy to maintain relationships and always look around the table to see who is missing – look for the gaps in perspective and invite the diversity in background and thought to be part of the discussion.
    4. Did you find your job – or did your job find you? I guess you could say, it was a little bit of both. I started my career on the agency side. I loved the energy and variety of agency work but recognized early on that if I was going to make a career in communications I was going to need a variety of experiences. I have always followed my instincts and purposely pursued roles that would expose me to new and different industries or disciplines. As a native Bostonian, I was familiar with Raytheon as it headquartered in Waltham and has been a presence in the greater Boston community for decades – so when an opportunity came up to join the PR team, I jumped on it!
    5. In keeping with the theme of the panel, what are your suggestions on best practices to make the most of your agency partnerships? Executing strategic PR and communications campaigns takes a village. Throughout my career there have been key milestones where it was critical to the success of the effort to lean on an agency’s unique perspective and/or staff to help scale an initiative. In my opinion one of the most important elements of a client/agency dynamic is the partnership. Both sides need to work at breaking down the silos and truly collaborating. I have also found agency partners help you to see the broader communications industry trends and help you see around the corner to what’s next.

    Get your ticket HERE!

    Bio: Donna Ayer, Senior Manager of Integrated Communications

    Donna Ayer is a passionate communications leader who strives to balance the art and science of marketing. Donna has over 15 years’ experience across disciplines and industries. She is a PR pro at heart who loves to create a narrative and activate an audience. Donna lives in the Greater Boston area and you can follow her at @PRskey

     

     

    About Fast 5

    This is a feature of PRSA Boston’s Hot Topics blog page. The expert subject is someone who is clearly in demand or on the go. But we know leaders like to share, so check back for insights, wisdom, author’s books about to hit the stands and other valuable tips. @prsaboston #prsabos

    Do YOU have a candidate for a FAST 5 interview? Email: Joshua Milne at josh@joshuamilnepr.com and

    pitch your subject expert!

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  • Unlocking PR Insights Using Google Analytics

    In Chapter Events on

    PRSA Boston and Shift Communications’ Matt Raven recently had a high-level, actionable program highlighting how PR professionals can leverage the power of Google Analytics to measure program performance and inform strategic improvements to earned media programs. Matt shared his presentation with us here: Using GA for PR _ PRSA Boston

    Matt Raven Bio:

    Matt Raven leads the strategic, results-driven direction for SHIFT Communication’s national Marketing Technology practice. Matt joined SHIFT in 2018 and brings more than a decade of experience executing integrated marketing programs for innovative and ground breaking companies. He is responsible for leveraging data & analytics to provide clear and actionable measurement of program performance, while also implementing proven and unique digital marketing strategies that maximize exposure, drive qualified traffic and generate strong leads. His client portfolio currently includes a range of B2B and B2C clients, including Citrix and GoDaddy.

    Prior to joining SHIFT, Matt served as a VP at a leading digital marketing and SEO firm. At Terakeet, Matt led client strategy for an industry-diverse portfolio, generating ROI-positive results for clients like Oracle, Uber, Williams-Sonoma and The College Board.

     

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