Jacqueline Thomas, Author at South Shore Public Relations

How to Improve Your PR Strategy in 2025

Happy New Year from South Shore Public Relations!

As we step into the new year, we want to take a moment to thank our incredible clients and followers for their continued support throughout the past year. Entering 2025, we’re excited to see what this year brings.

As a public relations firm, we see the start of the new year as a great chance to reflect on what’s working and plan for what’s next. As we look into 2025, now is the time to rethink your PR strategies and adapt to the trends and technologies that shape the future of communication. As we look ahead to 2025, it’s important to consider how new technologies, including AI, are shaping the way we communicate. While AI is becoming an essential tool in many industries, it is just one part of a broader strategy – human creativity and expertise remain at the heart of successful PR. Let’s see how you can embrace these changes to strengthen your PR efforts and help your business thrive!

Reflecting on 2024

Before diving into what’s ahead, it’s important to understand and reflect on the successes and challenges of the previous year. Public relations is all about building meaningful relationships with your customers, so it’s important to understand how trends shaped those relationships in 2025.

For small businesses, 2024 saw the rapid integration of AI (artificial intelligence) into their workflows, from chatbots to customer service lines being replaced by AI, for the most part. AI tools have made it easier for businesses to track what’s working and what’s not, saving more time and helping you make smarter decisions. However, it was not just positive advancements that came with this new technology. AI lacks human connection, the key when it comes to services such as customer support lines. Because of this, the lines between AI and an authentic human have become blurred, challenging businesses to maintain a genuine connection with their customers.

The growing significance of digital storytelling was another change. Reels, TikToks, and Stories are examples of short, engaging content that social media platforms have prioritized over time. In order to stay relevant in an attention economy where every second matters, brands had to modify their messaging to accommodate these developments. Therefore, this shift created digital storytelling — something that is so crucial nowadays, especially when people’s attention spans are becoming shorter than ever.

Campaigns were also influenced by the emergence of “micro-influencers.” Instead of collaborating with celebrities or major influencers, marketers looked to those with smaller but very active fan bases. This strategy improved authenticity and trust as well and has made it easier for businesses to target digital-savvy customers.

As we reflect on some trends from last year, consider which strategies have been effective and explore new approaches that could help position the business for success in 2025.

What’s next in 2025?

Embracing the Power of AI and Automation

AI is becoming more than just a catchphrase; it is a reality. Learning how to use this correctly and ethically can increase productivity and save time, especially when brainstorming ideas. Using AI as a tool, rather than relying on it to do all the work, is key for 2025 – because a trained eye can spot when AI-driven content lacks that personal touch. Moreover, real-time brand sentiment tracking using AI-powered media monitoring solutions can help you address possible issues before they become more serious. These tools can track how people talk about your brand online so that you can respond quickly to any potential issues. This saves you time and energy, allowing you to focus on creating more personalized and meaningful content.

Even though AI might help with your PR efforts, keeping a human element is crucial. In 2025 businesses will figure out how to use AI effectively without losing the personal touch that sets them apart. The genuine connections that form the cornerstone of effective public relations should not be replaced by automation; instead, it should strengthen your PR approach. In 2025, successful small businesses will find a way to combine the convenience of automation with nuance and a personal touch that makes customers feel valued. Remember, don’t forget about what makes your business unique – your personal connection to your customers.

Purpose Driven PR

Customers are searching for companies that have a purpose in 2025. Ethical principles and social responsibility are now necessary, not optional. Customers want to support brands that align with their own values, whether those values be social justice, diversity, or sustainability. Make sure your PR strategy communicates your company’s values clearly, and take steps to show how you’re living those values. Let your purpose shine through in your messaging.

Transparency will be essential. When brands don’t live up to their mission, consumers, influencers, and journalists may criticize them. Including purpose-driven projects in your PR strategy not only increases audience trust but also strengthens your brand’s reputation in a market that is becoming more and more demanding.

Influencer Marketing with a Twist

Influencer marketing is still a powerful tool for small businesses, but in 2025, that’s changing its form. Instead of going after big-name influencers, consider working with micro or nano-influencers, people with smaller but highly engaged followings. These influencers often have more authentic connections with their audience, which can translate into more trust and stronger brand loyalty for your business.

However, influencer marketing in 2025 isn’t just about paying someone to post about your product. It’s about collaborating with influencers to create content together. This includes activities such as live-streaming, behind-the-scenes looks, or an interactive Q&A session and it creates content that feels more organic and less like an advertisement.

New Type of Content Creation…

Although content is still the main way to gather and increase customer base, the way in which we consume this content will evolve. In 2025, expect even more focus on immersive experiences, such as virtual reality (VR) and augmented reality (AR). These technologies are starting to have an impact on public relations and present chances to give your audience more engaging and dynamic experiences.

Consider holding online gatherings or developing captivating product showcases that let customers engage with your company differently. Your PR strategy should be prepared to take advantage of the increasingly immersive nature of content. Personalized newsletters, podcasts, and short-form videos are still crucial resources for keeping a steady and powerful presence with your audience.

Remain Flexible

We can all agree that the PR landscape is constantly evolving. Trends can shift overnight, and unexpected challenges can arise at any time. That’s why it’s essential to remain flexible and adaptable in your PR efforts throughout 2025. Be prepared to quickly adjust your strategy when needed, especially in response to crises or shifting consumer attitudes. Effective crisis management will strengthen your brand’s resilience and help you confidently navigate challenging situations.

Regularly reassess your PR campaigns and stay updated on emerging trends and technologies. In a fast-paced market, staying agile and innovative will ensure that you maintain a competitive edge and keep your brand relevant.

Embracing the Future of PR

As we enter 2025, the world of public relations is evolving faster than ever. To stay ahead, brands must embrace new technologies, stay true to their values, and prioritize meaningful relationships with both their audiences and the media.

At South Shore Public Relations, we’re excited to help our clients navigate this new era of communication, and we look forward to continuing to deliver innovative, results-driven PR strategies in the year ahead.

Let’s make 2025 a year filled with new opportunities, fresh challenges, and countless moments in the spotlight!

Written by Hana

South Shore Public Relations Intern

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The South Shore PR Guide to Getting Started with Podcasting

Marketing, Podcasting, Public Relations, Reputation, Social Media, Thought Leadership, Video Production / Jacqueline Thomas

Over the past week, we have been sharing tips and things to consider before jumping into the world of podcasting. Podcasting has become one of the most powerful tools for businesses to build connections with their audience, share expertise, and grow their brand. If you’re thinking about starting a podcast but are unsure of where to begin, don’t worry—South Shore PR has you covered! To cap off podcasting week at South Shore PR, we are sharing our beginner’s guide to starting a podcast, which will walk you through the essential steps to launch your very own podcast.

Step 1: Define Your Purpose and Audience

Before diving into the technical aspects of podcasting, it’s crucial to define your podcast’s purpose and identify your target audience. Consider the following:

Why are you starting a podcast? Are you trying to educate, entertain, or inspire your audience?
Who is your target audience? Think about their interests, challenges, and what value you can offer them through your podcast.
What will your podcast focus on? Decide on a central theme or niche that aligns with your business or passion.

Once you have a clear sense of your purpose and audience, you can tailor your content to meet their needs and expectations. Solidifying these three points will, in essence, act as your guide for all of your content going forward. You will want to align all of your messaging and content so it is in agreement with these three points: purpose, audience, and focus.

Step 2: Choose a Podcast Format

Podcasts come in many shapes and sizes, so it’s important to choose a format that works best for you and your audience. Common podcast formats include:

Solo Show: One person (you) talks about a topic, shares insights, or gives advice.
Interview Show: You interview guests, such as industry experts, influencers, or thought leaders.
Co-hosted Show: You team up with a co-host, and together you discuss topics or have casual conversations.
Panel Show: A group of people discusses a particular topic, often with multiple viewpoints.
Narrative Show: Telling a story or diving deep into a specific topic with research, interviews, and production elements.
A Mix of The Above Formats: If you feel your podcast isn’t hitting the right notes with your audience, consider switching up the format a little bit.

Choosing the right format can help set the tone for your podcast and determine the structure of each episode. The format you choose will also dictate how you record and edit the podcast. Will you all be together in one place? Will everyone be remote? These are important questions to ask before you attempt production.

Step 3: Create a Content Plan

A successful podcast needs consistent, valuable content. Start by planning out your first season, including topics, potential guests, and key points to cover. We recommend a ‘season’ approach, where you release a series of, say, ten episodes on a weekly basis for ten weeks. This will allow you to analyze listening data and feedback for the next season. Some other helpful tips include:

Create an Episode Outline: Outline the structure of each episode—this could include an introduction, main discussion, guest interviews, and a closing segment. These are talking points for you. Pro-tip: Do not read from your outline!
Episode Length: Decide how long each episode will be. Most podcasts range from 20 minutes to an hour, but the length should suit your content and audience.
Release Schedule: Decide how often you’ll release new episodes (weekly, bi-weekly, or monthly). Consistency is key to building an audience.

Our preferred schedule is weekly simply because having any release schedule faster than that will take a significant amount of resources.

Step 4: Select Your Podcast Name and Branding

Your podcast name is one of the first things potential listeners will notice, so make it catchy, memorable, and relevant to your organization. When choosing a name:

Make it Easy to Remember: Keep it short and straightforward.
Reflect Your Content: Your podcast name should give listeners an idea of what your show is about.
Check for Availability: Ensure the name isn’t already taken and that the domain name and social media handles are available.

In addition to your podcast name, design a visually appealing cover art that reflects your brand and the tone of your podcast. This artwork will appear in podcast directories and apps, so it’s worth investing time (or a small budget) to create something professional. If you have an already established brand, then a lot of this work has been done for you already.

Step 5: Get the Right Equipment

While you don’t need an expensive setup to start a podcast, having the right equipment can greatly improve the quality of your episodes. Here’s what we recommend to first-time podcasters:

Microphone: A good quality microphone is essential. Popular beginner microphones include the Audio-Technica ATR2100x or the Blue Yeti.
Headphones: A decent pair of headphones helps you monitor the audio quality during recording; it also prevents audio feedback from your guests when recording live (your microphone doesn’t hear the guest talking, only you do).
Recording Software: There are many options for recording software, such as Audacity, Adobe Audition, Zencastr, and Riverside.fm.
Podcast Hosting Platform: A podcast hosting platform is where you’ll upload and distribute your episodes to directories like Apple Podcasts, Spotify, and Google Podcasts. Popular hosts include Buzzsprout, Libsyn, and Anchor. You can also self-host your own podcast. One thing to keep in mind, though, is that once you settle on a host, you should stick with it for however long you want your podcast to exist as moving your podcast and its feed is a major hassle. If you change and don’t update the ‘feeds’ your podcast will break for all your listeners.
Find a Quiet Space to Record: Record in a quiet room to minimize background noise.

Step 6: Record and Edit Your First Episode

Once you’ve gathered your equipment, it’s time to record your first episode. Here are some tips to make sure your recording goes smoothly:

Test Your Audio: Do a test recording to check your microphone levels and ensure everything sounds clear.
Edit Your Audio: Use editing software to clean up any mistakes, cut out long pauses, and add music or sound effects if needed. Keep the editing light—your podcast should sound natural and authentic. AI tools like Riverside.fm or Descript can help speed up the editing process.
Don’t Worry if You Mess Up: It can take a few tries to get the tone and feel of your podcast right. It is better to redo it than to put out a substandard podcast. Give yourself plenty of time before your go-live date to ensure that you are pleased with your first episode or episodes.

Step 7: Publish and Distribute Your Podcast

After you’ve recorded and edited your first episode, it’s time to publish it! Here’s how to do it:

Upload to Your Podcast Host: Once your episode is ready (you have the graphics, social media handles, and a link from your website), upload it to your podcast hosting platform.
Submit to Podcast Directories: Your podcast host will help you distribute your show to directories like Apple Podcasts, Spotify, and Google Podcasts. Submitting your podcast to these platforms ensures that potential listeners can easily discover it. Please note that some platforms take longer than others for your podcast to show up. It is a good idea to do this step a few days before your premier date.

Step 8: Promote Your Podcast

Now that your podcast is live, it’s time to promote it to your target audience. Use your business’s social media channels, email newsletters, and website to let your audience know about your new podcast. Some promotional strategies include:

Share on Social Media: Post teaser clips, quotes, or behind-the-scenes content from your episodes.
Create a Podcast Website: A dedicated website for your podcast can act as a central hub for episodes, show notes, and listener engagement.
Collaborate with Guests: If you have guests on your show, encourage them to share the episode with their audience.

Step 9: Monitor Feedback and Adjust

As your podcast grows, listen to your audience’s feedback and look at your download numbers and engagement. Adjust your content or format based on what works best. Continual improvement will help your podcast stay relevant and keep listeners engaged. Just remember your three points at the beginning of this blog post as your guide.

Final Thoughts

Starting a podcast for your organization may seem overwhelming at first, but by following these steps, you’ll be well on your way to creating a professional and engaging show. Podcasts are a powerful tool to build brand awareness, connect with your audience, and position yourself as an authority in your industry. So, take the plunge and start your podcasting journey today—you won’t regret it!

If you want some help in getting your podcast started, South Shore PR can help. We have over ten years of experience in launching and promoting podcasts. Get in touch!

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Is Podcasting The Right Communications Channel for Your Organization?

Marketing, Podcasting, Public Relations, Thought Leadership / Jacqueline Thomas

Each organization is unique, and so are the audiences they communicate with. It seems that there are more choices to reach out and connect with your organization’s audiences than there have ever been. This amount of choice when it comes to communications channels can make it challenging to choose the right one for your organization’s audiences. Today, we are going to take a deep dive into the world of podcasting to help you decide if podcasting is a good fit for your organization.

1. Build a Deeper Connection with Your Intended Audience

Podcasts provide a unique opportunity to connect with your audience on a personal level. Unlike written content or social media posts, the audio format allows listeners to hear your voice, pick up on your enthusiasm, and engage with your message in a more intimate way. This form of communication can help humanize your brand and foster stronger relationships with your listeners. Over time, regular listeners can become loyal customers who feel a personal connection to your business.

2. Showcase Your Expertise and Thought Leadership

A podcast gives you the perfect platform to demonstrate your knowledge and expertise in your industry. By sharing insights, discussing trends, and providing valuable advice, you position your business as a thought leader. Consistently delivering high-quality, informative content will establish credibility and trust with your audience, making them more likely to choose your products or services over competitors.

3. Expand Your Reach and Attract New Audiences

Podcasts have exploded in popularity in recent years, with millions of people tuning in regularly. By starting a podcast, you can tap into this growing audience base and attract potential customers who may not have otherwise encountered your business. Podcasts can also be easily shared across multiple platforms, allowing your content to reach an even wider audience through social media, podcast directories, and even your website.

4. Create Engaging, Long-Form Content

One of the advantages of podcasting is that it allows you to create in-depth, long-form content without overwhelming your audience. While blog posts and social media updates are often limited by length, podcasts give you the freedom to explore topics in detail, interview experts, and have meaningful conversations. This format encourages engagement and keeps listeners coming back for more.

5. Strengthen Your Brand’s Voice

Every brand has a voice, and podcasts offer a way to strengthen and refine that voice. Through regular episodes, you can establish a consistent tone and message that resonates with your audience. Whether your brand is casual and conversational or formal and informative, podcasting provides a platform to reinforce your identity and values.

6. Enhance Your SEO and Website Traffic

Podcasts can also help boost your online presence and drive traffic to your website. By including show notes, transcriptions, and relevant keywords on your website, you can improve your search engine rankings and make it easier for potential customers to find you. Additionally, podcast episodes can be shared on your blog or social media, generating more traffic and engagement.

7. Low Barrier to Entry

Starting a podcast doesn’t require a huge investment or complex equipment. With minimal costs—such as a good-quality microphone and podcast hosting—you can get started fairly easily. There are plenty of resources and tools available to help you produce professional-sounding episodes, making podcasting a cost-effective marketing tool for businesses of all sizes.

8. Opportunities for Networking and Collaboration

Podcasts are an excellent way to build relationships with others in your industry. By inviting guests onto your show—whether they’re industry experts, influencers, or fellow business owners—you can expand your network and open doors to new partnerships. These collaborations can also introduce your podcast (and business) to new audiences, increasing your visibility.

9. Increase Brand Loyalty

A well-executed podcast can create a loyal following. By offering value through your content, listeners will look forward to each new episode. When they associate your brand with useful information, entertainment, or inspiration, they’ll feel more connected and loyal to your business. This can lead to higher customer retention and advocacy.

10. Monetization Potential

While not the primary focus for most businesses, podcasts can eventually become a revenue stream. As your audience grows, you may attract sponsorships or paid partnerships, further enhancing your return on investment. Some businesses even use their podcasts to promote exclusive offers, products, or services to loyal listeners, driving direct sales.

Final Thoughts

Starting a podcast for your business can open up new opportunities for customer engagement, brand-building, and revenue generation. It’s a powerful way to differentiate your business from competitors while offering value to your audience in a format that’s convenient and increasingly popular. Whether you’re a small business or a large company, the benefits of podcasting can provide long-term growth opportunities for your brand.

If you’re ready to take the plunge and start a podcast, now is the perfect time to do so. The right strategy and approach can help you amplify your message, reach new audiences, and grow your business in exciting ways. South Shore PR can help you craft the right podcasting strategy and help you get it off the ground. Get in touch today!

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Welcoming Jonathan Thomas: Our New Chief Digital Officer

Podcasting, South Shore PR Update, Video Production, Websites / Jacqueline Thomas

We are pleased to announce the appointment of Jonathan Thomas as our new Chief Digital Officer. With over two decades of experience in digital marketing and communications, Jonathan brings a wealth of expertise that will significantly enhance our firm’s digital capabilities and service offerings.

A Proven Track Record

Jonathan’s experience includes supporting Blacknight, Ireland’s largest web host and domain registrar, in their international marketing and communications strategies. His impressive career highlights include:

Publishing and managing Anglotopia.net, the world’s largest Anglophile website, which attracts 2 million visitors annually.
Developing and executing social media strategies resulting in substantial audience growth across multiple platforms.
Demonstrating a keen understanding of data-driven marketing, ensuring that metrics inform strategic communications decisions.

Expanding Our Digital Horizons

As Chief Digital Officer, Jonathan will oversee several key areas of our digital operations:

Website Development and Maintenance for clients
Leading Hosting Services
Podcasting
Video Production and Editing

His extensive experience in these high-demand areas will allow us to offer a more comprehensive and strategic approach to our clients’ communication needs. Jon’s expertise will allow South Shore PR to offer multiple services in one agency.

A Multifaceted Professional

Beyond his digital marketing acumen, Jonathan brings additional valuable skills to our team:

Published author of multiple British travel guides, showcasing his content creation abilities.
Deep understanding of print media in short and long form formats
Extensive knowledge of international business practices.

This unique combination of skills positions Jonathan to provide innovative solutions that bridge digital strategy with broader business objectives.

Enhancing Our Client Services

Jonathan’s appointment represents our commitment to staying at the forefront of digital communications. His expertise will enable us to:

Develop more sophisticated digital strategies for our clients.
Expand our service offerings in emerging digital mediums.
Provide data-driven insights to inform and refine communication strategies.

We are confident that Jonathan’s leadership will drive growth and innovation, benefiting both our firm and our valued clients.

A Warm Welcome

We extend a warm welcome to Jonathan Thomas as he joins our team. His addition to our leadership reinforces our commitment to excellence and innovation in the ever-evolving field of public relations and strategic communications.

We look forward to the insights, creativity, and strategic direction Jonathan will bring to our organization and our clients.

Please join us in welcoming Jonathan to the team. He can be reached at jonathan@southshorepr.com for any inquiries related to our expanded digital services.

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South Shore PR Presents: 10 Essential PR Tips for Small Businesses & Nonprofits in Fall 2024

Community Relations, Marketing, Media Relations, Online Reviews, Public Relations, Social Media / Jacqueline Thomas

As step over the threshold of autumn of 2024, the public relations landscape continues to evolve at a rapid pace. For small businesses and nonprofits, staying ahead of the curve is crucial for maintaining a strong brand presence and connecting with your audience. Here are ten essential PR tips to help your organization thrive in the coming season and beyond

1. Look at this Past Year’s Efforts

As the last quarter of the year kicks off, now is the time to be thinking forward to next year. This is the perfect time to take a look back over your communications efforts over the past year. Did a campaign surpass your expectations, or was it a dud? Look at what worked, what didn’t and why? Knowing what resonated with your audiences is so important to spending your marketing and PR dollars wisely.

2. Prioritize Sustainability Messaging

Consumer priorities continue to shift and corporate responsibility continues to rank higher in areas of importance when consumers are asked how, where and why the spend where they do. In a 2023 study from the Annenberg School of Communications at the University of Southern California, organizations’ CSR (including eco-measures) were earmarked as a leading cause of why people choose one company over another to spend their money. The study also said this trend will continue to grow over the next 5-10 years. Consumers are increasingly supporting businesses that prioritize environmental responsibility. If you haven’t already, consider implementing and communicating about your sustainable practices – it’s good for the planet and your brand image.

3. Tell Your Brand’s Story

Marketing messages are EVERYWHERE, truly authentic storytelling cuts through the noise and resonates with current audiences and audiences you want to harness. Focus on crafting a compelling narrative about your business’s history, values, and mission. People connect with stories, not just products or services. Share the passion behind your brand, the challenges you’ve overcome, and the vision that drives you forward. People will buy your story before they buy your product.

4. Master Short-Form Video Content

Platforms like TikTok and Instagram Reels continue to dominate the social media landscape. Create engaging, short-form video content to showcase your brand personality and products. Don’t be afraid to get creative – behind-the-scenes glimpses, quick tips related to your industry, or day-in-the-life content can all help humanize your brand and increase engagement. Just make sure any content you create is in line with your tone, voice and cadence of your brand, don’t try to be something you aren’t, you risk alienating your customers if you do.

5. Consistently Engage with Your Audience

Regular interaction with your customers is key to building and maintaining strong relationships. Utilize social media, email newsletters, and in-person events to keep the lines of communication open. Respond promptly to comments and messages, and create opportunities for two-way dialogue. Consistent communication builds trust and loyalty. Remember almost no one wants to be in a one-sided conversation.

6. Cultivate Authentic Community Engagement

Look beyond your immediate customer base and focus on building genuine connections within your local community. Participate in local events, sponsor community initiatives, and engage meaningfully on community forums. This not only enhances your brand’s reputation but also creates a network of support that can be invaluable for small businesses. This is a form of CSR (Point #2) and this is important! Most customers will want to support an organization that supports their community.

7. Develop a Clear, Consistent Brand Message

At the heart of effective PR lies a clear and consistent brand message. This is a concise statement that encapsulates what your business stands for and what makes it unique. Think of it as the core idea you want people to associate with your brand. You have to know it, and be passionate about you unique selling point.

8. Examine and Understand Your Audiences

Regularly analyzing your target audiences is crucial for effective PR. Dive deep into understanding their demographics, preferences, and behaviors. Use this information to tailor your messaging and outreach strategies. Remember, your audience may evolve over time, so make this an ongoing process. Once a year do an audience audit, and don’t forget to count internal audiences too!

9. Leverage Customer Testimonials

Word-of-mouth remains one of the most powerful forms of marketing. Encourage satisfied customers to share their experiences with your products or services. Authentic reviews and testimonials can be powerful tools for building credibility and attracting new customers. Consider featuring these prominently on your website and social media channels.

10. Develop a Crisis Communication Plan for Digital Threats

You most likely have some insurance for your business, but do you have plans in place for when things go wrong online? Having a solid plan in place to address potential data breaches or social media firestorms promptly and transparently. Quick, honest, and clear communication during a crisis can help maintain trust and minimize damage to your brand’s reputation.

Remember, the key to successful PR is to stay adaptable and authentic. By implementing these strategies and consistently working to connect with your audience, your small business can build a strong, positive presence in your community and industry.

What PR strategies have worked best for your organization in 2024? We’d love to hear your experiences in the comments below!

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