How do you measure PR results?

Appropriately tracking and measuring results is what illustrates the value of public relations. It is critical in both defining success and mapping goals to outcomes. 

At Curator, we evaluate both quantitatively and qualitatively to benchmark our work. Quantitatively, we look at things such as the volume of coverage, media impressions and social media engagement such as likes and comments. Qualitatively, we can gauge earned media, including articles and TV segments, through tone, position and placements highly visible to readers and viewers.

We see how PR impacts business metrics for our partners such as web traffic, sales or growth on social media. For example, after Curator landed Sway a feature story in Upworthy, they quickly saw their greatest influx in sales and social media activity ever. The game sold out of stock!

Similarly, Curator brokered a partnership between Ably and the nomadic adventurer behind Expert Vagabond when the brand was launching via a Kickstarter. More than a year after that partnership, Ably is still tracking web traffic that is directly attributed to the Expert Vagabond post

The tools available for measurement are often dependent on the scope of work and the budget. These systems and analysis are how are team reports on brand impact and effective earned media. 

Be a Capable and Competent Spokesperson

Our team recently led one-day, immersive media trainings for a couple of our client teams. These workshops were incredibly productive and practical, covering everything from crisis to consumer interview scenarios.

The purpose was to prepare our brand voice representatives to be impactful media spokespersons and to create transferable skills that go beyond media relations. Today, we’re sharing some of these best practices with you.

There are four phases of an interview cycle. First, preparation by establishing the objectives of the interview and defining your top three key messages with supporting points. Be an expert instead of a salesperson with strong and concise information to share.

Phase two is execution. Constantly drive your answers back to your objective to shape and steer the interview. Remember than an interview is a series of one-off questions, not a conversation. Everything is on the record. Other critical tips to be cognizant of: ask the reporter to rephrase loaded or confusing questions and absolutely take the offer to provide anything they missed. Flag vital points with phrases such as “what your readers need to know is…” or “the important thing to remember is…”

The third step is to debrief with your team to review how the interview went and to determine next steps. Interviews are an incredible opportunity to share your brand’s news and reach consumers through a credible third party. Recapping the interview’s successful will help inform what’s next.

Finally, once the interview publishes, repurpose the content from the article, blog post or TV segment by sharing it. Post to your social media channels and tag the news outlet, reporter and/or influencer and include the link on the news page of your website.

Curator Newsfeed: June 2017

The overcast skies in Seattle have officially disappeared and we're enjoying what we hope will be three months of continuous sunshine and pure bliss. As you gear up for backyard BBQs, beach trips and overdue travel plans, take a moment to soak up the sun and read through some of our favorite client coverage from the month of June. You might just find a last-minute, must-have travel piece, thirst-quenching beverage or family-friendly game to top off your holiday weekend. Happy Fourth!

Client Coverage:

19 Amazing Father's Day Gifts Your Dad Will Actually UseBuzzfeed

Pack Light! Travel Gear That Folds Up Small and Snaps Right BackMen's Journal

The Hop Reviews Vol. 13: A Monthly Beer Review, The Hop Review

Secret Las Vegas: 35 Insider Tips From The LocalsForbes

Working Geek: Srikant Vemparala captains the 9Logic Technologies ship, with focus on new gameGeekWire

Do I Need an Attitude Adjustment? Remember: Everything Has a Silver Lining, Sweet Snapchat (view from mobile device)

Pyramid H7 Unfiltered Imperial IPA | San Diego Beer Vlog EP 608Beer Geek Nation

Buying locally made nutrition bars is beneficial, in more ways than oneAustin Women

{DATE NIGHT IN THE CITY}Raspberry Glow

You could be the first fan to join the Sounders FC teamSeattle Refined

Seattle Sounders FC Stefan Frei talks Fan XIKING 5

To Gain You Must Maintain

As Stephanie and Kate have both discussed recently on the blog, influencer relationships are of growing importance. Here at Curator we are experts at cultivating those relationships, but how does your brand maintain them? It’s imperative to continue fostering those relationships with regular communication. Like friendships, if someone only reaches out when she needs something, the relationship isn’t likely to last long-term. We recommend engaging in the simple ways outlined below to continue to care for and foster established influencer relationships.

Support their platforms.

  • Influencers work hard to build strong followings on social media and their blogs. Continue to follow them, visit their blogs and websites and support events or programs they host when possible.

Interact with their content.

  • Regularly ‘like’ and comment on their social posts.
  • When there is a compelling fit and it’s appropriate to do so, share or repost their content with your own followers.

Expand your network.

  • Influencers follow and interact with other influencers, often building a strong network and community. Pay attention to the other influencers that engage with the content shared by your existing partners. Where there’s overlap or synergy, begin to follow and interact with that influencer’s content as well.

Not Child’s Play: The economic influence of Generation Z

A new generation of consumers is growing up quickly and has increasing economic influence. This cohort immediately follows Millennials, but they’re vastly different than their older peers. Meet Generation Z.

Gen Zers are those born between 1995 and 2010. The oldest members in this generation are just turning 21-years-old, some are getting their driver’s licenses and the youngest are still in elementary school.

The National Retail Federation (NRF) recently conducted a study of this generation to help brands understand how these young consumers impact the family wallet. A few noteworthy themes emerged in what motivates Gen Z and how this bears on their spending power.

First, this generation grew up during the recession. Accordingly, they really care about the value a product, service or experience as much as the quality. While two thirds of this generation noted quality is the top factor in choosing brands, just as many (65%) want to get a lot for their money with discounts, coupons and rewards programs.

Gen Z was raised in a family democracy with parent consulting their children before making decisions. Parents seek their kids’ opinions on purchases specifically for them such as toys and apparel as well as family choices such as where to eat and vacation. 70% of Gen Zers surveyed influence family spending and their parents agree. The NRF shares, “Of the more than 1,000 parents of Gen Zers surveyed, 67% said they get their child’s input before making a purchase.”

 Lastly, Gen Z is the first set of true digital natives with technology ubiquitous to their upbringing. They’re accustomed to the urgency and connectedness of having never known a world without the Internet. Perhaps this is why 98% of Gen Z survey respondents make their purchases in brick-and-mortar stores. There is no lull between an online order and shipment delivery. The immediacy of a brick-and-mortar transaction allows Gen Zers taking home their purchase instantly. 

With the back-to-school season approaching in the coming months, the target shoppers are members of Gen Z and their families. This NRF survey offer insights to inform Gen Z marketing for this critical retail season. 

New Season, New Intern: Meet Tracy Monk

Hello, everyone! My name is Tracy Monk and I am joining the Curator team as an intern this summer. I will be starting my junior year at San Diego State University this fall, and am majoring in business with an emphasis in marketing. I'm extremely excited for the opportunity to work alongside the creative and unique members of the Curator team. I’m looking forward to being able to combine my real-world experience with the concepts I’ve learned in my college classes.

New Season, New Intern: Meet Tracy MonkAlthough I spend most of my year in San Diego, I am a Seattleite at heart. I still live in my childhood home in Bellevue and love the Pacific Northwest, but I like to pretend that, after my two years in San Diego I’m quickly becoming a Southern California girl. I complain when it rains, I only drink my coffee iced and if it drops one degree below 65, you will find me wearing my warmest jacket.

When I’m not out pursuing my career dreams, you’ll probably find me exploring new cities with a coffee in one hand and a camera in the other, soaking up all the San Diego sun at the beach or eating at a trendy new brunch spot! When I’m back home and the Seattle weather doesn’t permit outdoor activities (which, as you know, is often), you’ll find me curled up on the couch watching a movie from my extensive collection of DVD’s. On the rare occasion that I’m feeling athletic, you might just find me on a mountain taking in the beautiful scenery that Washington has to offer.

Say Hello to Our New Intern: Holly Warendorf

Hey! My name is Holly Warendorf and I am one of the new summer interns here at Curator PR. I will be entering my senior year in Boston College’s Carroll School of Management this fall where I am studying marketing and business analytics. I was born and raised in Bellevue, Washington and am so excited to return home for a few months. I can’t wait to enjoy another Seattle summer of boating on Lake Washington, going to Mariners games and, of course, learning more about the world of PR here at Curator!

I am returning home from a semester abroad in Copenhagen, Denmark—if you haven’t been, I highly recommend you add it to your list. Copenhagen is a magical little city. It has colorful architecture, charming canals and the most amazing food. I had the privilege of spending five months gallivanting through Denmark and the rest of Europe to amazing places like Amsterdam, San Sebastian, Munich, Prague and Stockholm. Even though I do have a slight case of the Post Abroad Blues, I am still thrilled to be back in the States. I am looking forward to applying what I learned overseas at Copenhagen Business School to what I will be doing here this summer!

When I am not in class, interning or traveling, you can probably find me watching some kind of comedy— I love a good laugh. I’m not ashamed to say I think I have seen every single stand-up special on Netflix. John Mulaney is by far my favorite, and I have watched his routines so many times I can probably recite them word-for-word. I am also a dedicated SNL follower. I made sure to watch each new show live during my time in Europe, despite the fact I had to wake up at the crack of dawn to watch because of the a nine-hour time difference.

Curator Newsfeed: May 2017

Happy Friday! It’s been a crazy month here at Curator as we keep up with our amazing clients and prepare to move into our new building next week. Lots of exciting things have been going on and summer is sneaking up fast, but before we look ahead, let’s slow down and take a look at some of our favorite client coverage from last month!

For our client Simon Property Group, we partnered with incredible fashion and lifestyle bloggers to highlight malls’ Mother’s Day steals and deals, as well as fundraising events for Susan G. Komen. Additionally, our client Ably was featured in GOLF as must-have, active apparel for golf trips, and our client Chooka in Denver Life, featuring fun footwear designs and styles to make a true spring statement!

Check out more of our clients in the links below!

Client Coverage:

Small Business Week: Colorado Mills mall makes local retailers part of its mix, Denver Business Journal

10 Eco-Friendly Brands to Add to Your Suitcase, Drink Tea & Travel

Henry’s Tavern Planning Two New Offshoots This Summer, Seattle Eater

2017 Local Food Heroes, Edible Austin

The New Bee Bubble, Edible Austin

A Bloom for Every Room, Gentry Home

Budget-Friendly Outfits from Santa Rosa Plaza, Whiskey and Lace

The New Delicious: Deschutes, Silver City, Great Notion, Heathen and Pyramid Get REAL, The Pour Fool

Mother’s Day Gift Ideas & Local Event, By Brittani Lauren

How to Pack for a Golf Trip, GOLF

Mother’s Day Gifts from Stoneridge Shopping Center, Raspberry Glow

529 New School Gardens Funded by Whole Kids Foundation, Garden Center Magazine

Mother’s Day Gift Guide, Obsessed by Portia

Make a Splash with Spring’s Prettiest Rain Boots, Denver Life

Mother’s Day Shopping at The Shops at Mission Viejo, Cupcakes & Cutlery

What to Buy Your Mom This Mother’s Day, Willamette Week

Empowering Entrepreneurs: Interview with Joy Stoddard, Development and Outreach Director of Whole Planet Foundation, The Good Trade

It’s a Pop Culture Party: ThinkGeek to Celebrate Grand Opening of New Store at Tacoma Mall, GeekWire

Conscious Collaboration: The New Competitive Advantage for Nonprofits, Philanthropy News Digest

Something Else the Romans Conquered in Vegas: Shoppers. Forum Shops, First on the Strip, Mark 25 Years, Los Angeles Times

Walk the Plank, Pokèmon, New AR Game ‘Captain Blimey’ Promises Huge Digital Treasure Hunt, GeekWire

Until Next Time, Curator!

Curator Intern Blog Series

By Lauren Macalalad, PR Intern

My time at Curator has come to an end and I am so incredibly grateful for the experience I’ve had. The team was always so helpful in answering any of my questions and lending me advice as I prepare to graduate from the University of Washington this month.

To the incoming intern, here are several things to keep in mind:

Raise your hand.

If you want the opportunity to work on a certain project or gain experience in a specific area, just ask. You will get a lot more out of your experience if you communicate what you are interested in working on. This is important to your own success as an intern because it shows excitement and initiative, and shows your team that you are willing to take on new challenges. Being curious and acting on that curiosity is the best way to learn and grow.

Be a sponge.

Coming in to Curator, I thought I had the basics of PR down, but I was quick to learn that agencies do the same things differently. That said, learning something new or re-learning something you already knew but in a different format are great opportunities to build upon your knowledge and gain new skills and fresh perspectives on how to tackle problems. No matter how much you know, you’re never done learning.

Own your work.

Although your title is Intern, you play an important role on the team. The projects you work on are your work, so always put 110 percent into everything you do. Over the course of your internship, you will work on countless projects and your role on each project will vary. Sometimes you will be taking the first swing at a pitch, or the team may need to you sift through a media list and update information, but whatever it is, every now and then, take a step back to reflect on what you’ve done and be proud of it.

Curator, thank you for bringing me onto the team and investing in my personal and professional development. I enjoyed all the opportunities to contribute to Curator’s work in various capacities and can’t wait to see where the skills I learned will take me next! Looking ahead, I’m super excited to take what I learned at Curator and continue pursuing a career in PR. Thanks so much!!!

All my best,

Lauren Macalalad

This blog was written as a part of Curator’s Intern Blog Series. The author, Lauren Macalalad, is a senior at the University of Washington studying communication, Spanish and diversity. Connect with her on LinkedIn and Twitter.

Saying Goodbye to My Curator Internship

 

My time at Curator has come to an end, but before I go, I want to share what I have learned during my 10 weeks as a PR intern. Here are my top 5 takeaways from: Curator’s Internship Program:

1)   Know that you are valuable. One of the things I loved about being part of the Curator team is that I was pulled in on many different projects, which gave me the opportunity to learn a wide range of skills that will be extremely useful for my future career. Every time I assisted with a project, I would get great, constructive feedback. The team would always let me know that the work I was doing was helpful to them and the projects they were completing.

2)   Nothing is minor. Before my internship at Curator, I don’t think I grasped just how large of a role public relations plays in our world; I only understood part of it. In PR, everything is related. Something that may seem very minor or unimportant is actually part of a bigger project and so it is of value. For example, a media list is how PR specialists get in contact with the appropriate journalists, media outlets and social media influencers who will then report on an agency’s many clients. While media list creation can be a tedious task, the reporters and influencers I select make an impact on whether or not we garner coverage for the client.

3)   Be a strategic thinker. In PR, you need to understand how different markets are evolving because you want to make sure your clients get the best coverage in a timely fashion. With the evolution of social media and the Internet, figuring out which platforms are best for specific messages and brands is becoming more complex. As a PR specialist, you have to be not only creative, but also strategic in order to provide meaningful coverage for your clients.

4)   Pay attention to details. As an intern, you may think paying attention to details isn’t very important because someone is always checking your work. However, internships are meant to prepare you for your career so you should always put your best foot forward. I’m not saying that my work at Curator was perfect, but I would take the team’s feedback seriously and update my projects to the best of my ability. You want to try to detect a mistake by yourself or go back to your work and fix things without someone telling you to do it first.

5)   Manage your time well. One of the main things to understand as an intern is how to manage your time. You may be given multiple projects on a given day and you have to be able to assess what is most pressing and needs to be done first and what can wait until other projects are done. This ensures you meet deadlines, but also have the opportunity to work on more projects.

Overall I really enjoyed my time at Curator because I felt like I was part of the team. I had previous internships before, but I felt I learned the most from my time here. The team is smaller than what I had experienced before and I believe that the close-knit environment really helped me get a better understanding of what PR is and what PR specialists do on a day-to-day basis.

Now that this experience is over and graduation is near, I am ready to start a career in communications and hopefully PR. I am very interested in a career in the sports industry, but I am up for anything that comes my way. As an international student, the pressure to find a job is very much on, but I’m hopeful I’ll get to stay in Seattle and, most importantly, the United States.