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Author: Cherith Andes

5 PR Lessons from Israel

5 PR Lessons from Israel

August 20, 2019January 31, 2023 Cherith AndesBlog, Inspirational, The Clairemont Teaminspiring marketing, Israel, PR principles, Public Relations, travel PR

There I was, slouched on my bed, asking the ceiling for the 24th time, “What DOES one pack for two weeks in a middle eastern desert?”

Sun hat? Check. Hiking shoes? Fo’ sho’. Sunscreen? Make that three bottles — because I’m so pale that I glow. I tucked my passport in my purse and, without knowing a single person, embarked on a 14-day adventure to Israel.

My mind was blown on this trip, a whirlwind of experiences, knowledge and insights I never knew existed. And while the sojourn yielded many personal revelations, I humorously noted the similarities between a rugged desert adventure and the life of a marketing professional.

I’m happy to report I came back sunburn-free (here’s to you, SPF) and equipped with five lessons to inspire you in your business ventures.

1. Be adventurous.

Sign says, “Danger mines!” Definitely an adventure!

This trip to Israel was initially frightening — and not just for the obvious reasons. On a giddy whim, I signed up to travel with a group of people whom I had never met. Ever. But we were a group that shared the same passion. And I quickly found that we were open to whatever the adventure held, and we were palpably excited for whatever discovery might be just around the corner.

We should approach our PR strategies with the same curiosity, eagerness and sense of adventure. After the foundational research has shaped the marketing plan, be open to new ideas, fresh twists and creative risks. You won’t ever discover new surprises if you don’t venture beyond your own known territory.

2. Learn the whole story.

Garden of Gethsemane, rich with backstory.

Our tour group had the privilege of visiting a series of Biblical sites throughout the Holy Land. But our tour guide didn’t just drone through the usual facts. He provided a wealth of cultural background and historical insights that invigorated each location with color and meaning. He connected dots and answered long-standing questions that often made us smack our foreheads and say, “THAT’S what that means!”

Are you doing the same in your marketing? Adept marketers and agency partners will take the time to learn the entire story to inform a successful strategy. This might include developing a full understanding of your audience, immersing yourself in the public narrative around your brand or exploring the ins and outs of a new product in market segments. Every angle adds critical perspective that can change the interpretation of a situation and direct the approach.

3. Trust your leader.

Following our leader … up something very steep.

Fun fact: none of us were given an itinerary.

From day to day and literarily minute to minute, we were asked to simply trust our guide. (I won’t deny; there were a few times I wanted to pelt him with stones as we clawed up the side of a ravine in 100-degree heat). But our guide had proven his mettle and was expertly equipped for the journey. Similarly, trust your agency and your partners. You’ve properly vetted them and joined hands with people who share your vision. Trust them to carry their weight, craft a successful strategy and get results. 

4. Sometimes it gets hot.

Posing in a temple on a HOT stone seat.

We hiked an average of seven daily miles across desert mountains in 98-107-degree heat. In business, high stakes can create pressure as you might be required to meet aggressive goals or navigate steep change. It happens. A competitive market will necessitate competitive strategies. But don’t stop trucking. Curling up under a scratchy desert bush would have only temporarily assuaged my discomfort and prolonged reaching my destination. Define clear goals, craft a research-based strategy, link arms with your partners and keep going.

5. Go back to your roots.

ICYMI, I have kind of a different first name. Cherith. I’ve spent my entire life trying to explain the pronunciation. (It’s like “Chair” with an “-ith” on the end, or “cherish” with a “th.”) I’ve often been asked about its origin. There’s only one origin, and it’s not all that glamorous. I was named after a ravine (or “wadi”) where a Biblical miracle took place. (If you’re interested, hit up 1 Kings 17:2-5.) I had always wondered what that place must have looked like. Somewhere around day six of our trip, we trekked for two hours in the scorching heat across Jericho Road. We crested a ridge, and lo and behold, there it was. My namesake. The Brook Cherith or Wadi Cherith.

When things get hot and hairy, take a vital moment to reconnect with why you started. What are your core values? What change are you pursuing? What is your inspiration? Reconnect with the bigger picture.

Oh, and always wear sunscreen.

Looking for other inspiration?

Hone your thought-leadership skills.
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6 Tips to Create Magnetic Content

6 Tips to Create Magnetic Content

July 30, 2019January 31, 2023 Cherith AndesBlog, Marketing, Public Relationscontent creation, content guide, how to write copy, Raleigh PR Agency, writing calls to action

You feel it coming. That “oh-no-I-have-to-write-another-blog” weight.

Breathe easy. Producing “great content” doesn’t necessarily mean cranking out hundreds of web pages or blogs to stuff your SEO. Time and time again, the content that attracts traffic and converts buyers is a concise, tailored resource that solves a problem.

So if “king content” isn’t necessarily a bottomless library of graphics, articles or videos, what is it? Use this framework to guide your next content creation mission.

1. Identify your audience

This always is (and rightly should be) the first question any marketer should address. Create a concise persona of your audience member, from age and life stage to socioeconomic status and location. What issue are they addressing right now? What resource do they need in their decision-making process? Do they prefer pancakes or waffles? (Ok, kidding.)

2. What’s your point?

Unless it is wall art, content shouldn’t be just eye candy. What problem are you trying to solve for your audience member? How are you specifically making his or her life easier? Distill your entire piece of content into one short sentence that states its purpose. For example, the purpose of this blog is to equip marketers with a simple framework to create effective content. This “thesis” will keep you focused while you write/design/record.

3. Pack a powerful headline

Neil Patel cites a case study where he increased his conversion rates by 40 percent … just by tweaking his headline. A strong headline should (normally) be as short as you can make it and still get the job done. Tell the reader the big, bold benefit they will get from your article or video. Will you solve the problem they’ve been Googling for 18 minutes in three easy steps? Evoke emotion by providing a behind-the-scenes mystique with words like “tips, secrets, principles, must-knows.” Use data as you’re able.

4. KISS (Keep It Skimmable)

Eight of 10 people will read your headline; only two out of 10 will read your article. Keep the content as concise as possible, and make it easy on the eyes with titles, paragraph breaks and visuals. For more on that, check out our blog on writing stellar web copy.

5. But … be specific

Bolster your points with numbers, statistics or examples of success. For example, rather than saying “headlines increase readership,” point to Patel’s case study where an effective headline can skyrocket action by 40 percent. Demonstrate a technique. Walk through a case study — making your point more relatable, memorable and useful to your reader.

6. Give an easy action step

After you’ve shared you mind-blowing, life-changing content, give your readers an easy next step. Is that to download your guide? Hit up a video that shows the next how-to? Email so-and-so for an appointment? Whatever it is, don’t lose your prized reader without directing them to another point of contact with you. 

Bonus Tip:

Write/create your content in batches. You’re already in the creation mode with resources at your fingertips. Keep the flow going and plug them into a good content calendar to maintain a steady schedule.

And now? It’s time to translate these readers into buyers. Check out our tips for writing calls to action.

Guide: Maximize Your Call to Action
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6 Ways to Ruin Your News

6 Ways to Ruin Your News

July 9, 2019January 31, 2023 Cherith AndesBlog, Public Relations, Raleigh PR Agencyhow get in the paper, how to get on TV, Media Pitching, news stories, Public Relations

You’re ready — primed and excited to connect with your PR agency and finally unveil your big announcement. You can almost see the articles populating your newsfeed or dancing across the 6 p.m. evening news.

But before you go blasting your information into the great big media-sphere, be sure that you’re positioning both you and your PR agency for success. Here are the common ways you can hamstring your news story. Avoid these!

1. Ask your team to pitch something that isn’t news.

Many businesses believe that internal milestones constitute “news.” And while they’re certainly important to the company, it often doesn’t apply to the general public — or to the media. As fun as it is, a new slogan or brand rarely is news. Nor is an internal anniversary (except maybe that time we created a mega media event for a client’s 5th anniversary).

Run through the gamut of test questions: Is my story something new? (Simple yet vital question.) Is this news something that will directly change the reader’s day tomorrow? Is it timely or relevant to anything else? Here’s where a good PR team can bridge the gap by helping you identify newsworthy pitches and develop solid stories around what may initially seem like a non-news event. 

2. Provide an unreasonable timeline.

At Clairemont, we work efficiently and effectively on short deadlines, especially in situations of breaking news or a crisis. However, whenever possible, plan ahead for your big release. Allow time for the team to get all details, ask key questions and develop a solid pitch strategy. Also build in a little cushion to allow for approval from any company leaders and partners.

3. Write by committee.

Trust your PR agency to craft the strongest angle and to create media materials that nail your coverage goals. Resist the urge to over-edit news releases or statements, or micro-manage the pitch strategy. Not only will this delay the process, “heavy meddling” — as we call it — can muddy the message and weaken your news.

4. Pitch on your own.

… especially if you’re working with a team of PR professionals. Our job is to know the media landscape and leverage our well-honed media relationships, connecting the right story with the right reporter. Do not begin to pitch your news at the same time to “a friend” who you happen to know at the local paper or “that guy” at the TV station. Double-pitching is a no-no and may dilute your message.

5. Be unavailable for interviews.

Media often work on a short deadline, and if they agree to an interview, time is of the essence. Provide your schedule of availability to your PR agency prior to the pitching process, and remain available during those times. Stay flexible as well for impromptu interviews. It damages relationships with media to promise them an interview slot and then cancel at the last minute. Be reliable and helpful. 

6. Go “off message” in an interview.

Often times, your team and you will craft talking points or key messages to support the overarching story. Make these your cornerstones in your interview. Don’t begin second-guessing the facts, changing the narrative or contradicting the confirmed message. This will not only confuse the reporter but also may sink the story altogether.

Looking to get your company in the news? Drop us a line to chat about a pitch strategy for your announcement or event!

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Briar Chapel Nabs Spotlight in The N&O

Briar Chapel Nabs Spotlight in The N&O

June 24, 2019January 31, 2023 Cherith AndesBlog, Clairemont Client News, Real Estate PRBriar Chapel, Media Pitching, media relations, news coverage, real estate PR

One of Clairemont’s many strengths is media pitching: finding the right story and putting it in the right hands. We’re always excited to work with The News & Observer and love to see the spotlight on client Briar Chapel, one of the largest master-planned communities in the Triangle. See the original article, or check out the Briar Chapel news below!

Chatham community could see influx of senior housing and health care facilities

CHAPEL HILL

The drive south on U.S. 15-501 from Chapel Hill to Pittsboro could have once been described as rural, with fields and farmland stretching out along the roadway.

But now, it’s construction that catches your attention, with neighborhoods, restaurants and shops continuing to pop up — a direct result of the Triangle’s surging population moving southward from Chapel Hill, Durham and Wake County as land prices continue to rise.

That construction isn’t likely to slow down soon.

Newland, a real estate firm responsible for one of the largest communities around the Orange-Chatham county line, Briar Chapel, is set to bring more residential and retail development. Already it has built homes for thousands of residents there.

This time the firm is hoping to attract more retirees to the area, with an apartment project targeting residents ages 55 and up and an assisted living facility planned as part of its next expansion.

Construction on the apartment project, which will have 150 units and be managed by Liberty Healthcare, is expected to begin later this year and will one day feature a wellness facility, art and social programing, and an on-site chef. Newland noted that it is permitted for 350 units.

The assisted-living facility, which will include 105 nursing facility beds and 36 assisted-care beds, will go next to the apartment building. The living facility will have 24-hour care from nurses and will break ground in 2020.

Those two projects will open nearby the under-construction health sciences facility for Central Carolina Community College, a community college that serves Chatham County and two other counties.

Newland hopes that the addition of the training facility in the area, which is scheduled to open this fall, as well as an influx of elderly residents that are more likely to need health care, will attract doctors offices to open in the company’s planned retail projects.

With the addition of the 55-and-up community “there becomes a need with the health care industry,” said Dan Klausner, Newland’s vice president of commercial real estate. “And there’s not a whole lot of health care down this way.”

Currently, Klausner noted, there is not a critical mass of patients on the Chatham County side of U.S. 15-501 to convince health-care practices that they can compete with what already exists in nearby Chapel Hill.

“Chapel Hill has such a plethora of practices and specialists in the area that people haven’t made the jump across the boundary to Chatham County,” he said. “Some practices that we have talked to think the commute into Chapel Hill isn’t that far.”

Though, he added, that could change in a couple of years as Briar Chapel continues its expansion and projects like Chatham Park get off the ground. He said more residents are needed at “Fearrington and Briar Chapel and other communities, so that there are enough households to reach that critical mass.”

Chatham County has been one of the fastest-growing counties in the state in the past decade.

From 2010-18, the county’s population grew by nearly 15% — though most of that growth has really taken off in the past few years.

Just last year, Chatham was the fourth-fastest-growing county in the state, growing by 2.7%, according the U.S. Census Bureau. That rate bested both Durham and Wake counties, and the only county it trailed in the region was Johnston County, which grew by 3.2%.

If that growth continues, retail will also be needed in addition to the health care facilities, Klausner said. Newland, he said, currently has 15 acres near CCCC’s campus and the Liberty apartments set aside for retail.

Veranda, Briar Chapel’s current commercial section.

“Step by step it continues to grow,” he said, envisioning a future where 400 students are at CCCC and hundreds of residents shop and eat within walking distance of their classrooms or apartments.

“We are getting the interest, and it’s about making sure we are picking the right ones,” he said.

Just down the road, Newland has already successfully built one retail development, called The Veranda, that is home to restaurants and offices. Klausner said he thinks the area could support more coffee shops and restaurants.

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6 Secrets to Gen Z

6 Secrets to Gen Z

June 4, 2019January 31, 2023 Cherith AndesBlog, Marketing, Public RelationsGen Z, Marketing to Gen Z, Target Marketing to Gen Z, video marketing

They’re the new kids on the block, and by 2020 they will account for 40 percent of the consumer population. That’s almost half of the the country’s purchasing power. 

Introducing … Gen Z.

Born after 1995, Generation Z is returning to what some might call “traditional values” combined with an acute technical savvy. This group is efficient, pragmatic, professional and self-motivated.

Ready for the quick study guide?

Gen Z: What They Value

  • Individuality and expression
  • Hard work, preparation for the future, a reliable plan of action
  • Privacy, having witnessed the backlash of oversharing on the internet and social media
  • Competition, as opposed to the collaborative millennials
  • Momentum and results, which incites them to develop their skills, their brands and their personal leadership within a company

Gen Z: How to Communicate

1. Appeal to the Eight-Second Filter.

Since Gen Z is inundated with a constant barrage of stimuli, it has honed an effective eight-second filter to decide if the message it applicable or interesting. And they can sense an ad a mile away. Rather than “sell,” entertain or educate with your messages. Communicate frequently and in short bursts. Use a relatable spokesperson, couch your message in a short video, and above all make the content funny or entertaining. Once you catch this group’s eye, you will have its focused, long-term attention. 

2. Show the data.

Gen Z is a data-driven group who can research its way out of any problem. This is the generation that loves tutorials, how-tos, DIYs and review-based decisions. Gen Z also has cultivated a sense of responsibility for its future, which makes this group eager to invest in professional development and long-term goals. Appeal to their practicality, or as Forbes puts it, “Sell the end game.” Show the end benefit for your audience, backed by clear, concise data or results. Why is your product or service worth their time? Fold it into an instructional video or a DIY context that solves a problem.

3. Communicate with transparency.

Related to #2, Gen Z is turned off by salesy verbiage. Hone your message, your supporting data and your call to action. (Check out this resource for how to write a strong call to action.) This puts an additional premium on the quality of the product or service and makes swift, effective customer service a critical component. If there are issues with your product, Gen Z will find it … and share it widely.

4. Video all the things.

This generation has enjoyed the brevity and immediacy of visual mediums pretty much since birth. Gen Z gravitates toward voice texting, image-based communication and video communication (like the Marco Polo app) instead of email and even text messaging. In addition to communicating via brief one- or two-minute videos, invest marketing time and dollars in video-based social media platforms (anything from YouTube to Insta Stories) to reach this demographic.

5. Use social media correctly.

According to a recent study by Response Media, Gen Z uses various social media platforms for distinctly separate purposes. They use Instagram to curate snippets of their aspirational selves; they share unfiltered, real-life moments on Snapchat; and they use Twitter and Facebook to conduct research or get the news. Be sure to appeal to their separate self-images on the correct platform.

6. Hear it from the peers.
The Big Deal With Small Influencers

In keeping with its desire to read reviews like crazy, Gen Z will trust peer recommendations from everyday folks far more than celebrities. In fact, according to Hackernoon, Gen Z is 1.3 times more likely to purchase a product recommended by an influencer they follow than a big-time celebrity. This provides a huge opportunity to partner with influencers and micro-influencers to vouch for your product. (See our post above on the power of micro influencers.)

Looking for some ideas to target your brand to Gen Z?

Drop us a line
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Have you heard about Meta’s newest social media Have you heard about Meta’s newest social media platform? It’s called Threads, and it’s being referred to as “the new Twitter.” Read everything you need to know about Threads in our latest blog post - link in bio!
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We are proud to represent Raleigh as a member of P We are proud to represent Raleigh as a member of Public Relations Consultants Group, allowing us to offer clients expertise and support across the country! Clairemont founder, Dana Phelps aka @blah2voila, recently attended the PRCG conference in Oklahoma City.
2022 has been a fantastic year for Clairemont Comm 2022 has been a fantastic year for Clairemont Communications! Visit our blog for the full 2022 year in review!
As communications professionals, we wear a variety As communications professionals, we wear a variety of hats to meet our clients’ needs.
 
We’re writers, social media managers, photographers, marketers, editors, content creators- the list goes on and on.
 
Check out our recent blog post to learn what @olivia.noles , account coordinator here at Clairemont, does on a weekly and monthly basis.
#communicationsagency #communicationsmajor #pragencylife #pragency #raleighpr
This Friday, Clairemont’s Dana Phelps, @blah2voi This Friday, Clairemont’s Dana Phelps, @blah2voila , will be speaking at the 2022 @nc_prsa Strategic Communication & MarCom Conference! Phelps is a repeat presenter at this annual conference, and this year she is leading a session called Growing from Communication Technician to Strategic Counselor during which she will share three of her coined concepts: knowcasting, morecasting and collabolighthing. Visit our blog for the link to register for the conference!
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Visit our blog to see the @trianglebizjrnl coverage and read the full feature in the TBJ to learn more about Parkside.
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For example, a statewide resource for small businesses recently hired Clairemont to devise an executive visibility campaign to help position the organization and its director as the leading small business resource in North Carolina.
 
Head to our blog to read what exactly an executive visibility campaign entails and to learn more about our services!
So you say it’s National Coffee Day? We say let So you say it’s National Coffee Day? We say let us tell you about our new favorite @drink321coffee ! If you are in Raleigh, go see Paul, the other Paul, Emma  or whichever smiling faces are working today. We LOVE this place and the coffee! ❤️❤️❤️
Our client @wendellfallsnc, one of the largest mas Our client @wendellfallsnc, one of the largest master-planned communities in the Triangle, closed on its first age-eligible rental community plan, Arden at Wendell Falls, that will offer 140 open-concept units and exclusive onsite amenities!
 
Visit our blog to see the @trianglebizjrnl coverage and read the full feature in the TBJ to learn more about Arden at Wendell Falls.
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It’s National Volunteer Month, and volunteers ar It’s National Volunteer Month, and volunteers are needed more than ever! Many organizations with scarce resources rely on volunteers and would not exist without them. Visit our recent blog post to read about the organizations Clairemont has supported and how you can make a difference in your community!
Authenticity is trending, and research shows that Authenticity is trending, and research shows that consumers are 2.4 times more likely to view user-generated content as authentic. Read our recent blog post to learn about UGC, how it can benefit your brand and how to use it in your marketing strategy.
From social values to behavior patterns, COVID-19 From social values to behavior patterns, COVID-19 has left an impact on every sector of life, including marketing. Read our blog on marketing in a post-COVID world to learn how things have changed and how that should impact your business strategy.
We are so excited to share that Clairemont earned We are so excited to share that Clairemont earned eight awards, five gold🥇and three silver🥈, at this year's Sir Walter Raleigh Awards hosted by the Raleigh Public Relations Society!🎉 We are beyond grateful to work with so many amazing partners, clients and industry friends!
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