Product Launch Archives - South Shore Public Relations

Announcing South Shore PR Bootcamp in Partnership with The Michigan City Chamber of Commerce

Public Relations, South Shore PR Update, Thought Leadership / Jackie

South Shore PR is bringing its wildly popular South Shore PR Bootcamp to the Michigan City Chamber community in the month of May. This course is designed to give businesses and nonprofit organizations the basic tools needed to jump-start their organization’s PR efforts at little to no cost. This course, which meets each Thursday morning in the month of May, gives students the tools to craft a full PR plan for their organizations, while learning the basics of public relations. The courses are structured to be easy to understand and include supplemental materials for each student.

This course was recently offered in the month of March at the Duneland Chamber of Commerce where South Shore PR is an active member. The course took place each Monday morning through March. Here is what one class participant had to say at the end.

Thank you so much for sharing your PR expertise, it is a class I will recommend to my colleagues! I may not have the primary responsibility to execute all the PR initiatives I learned about, but now I will feel much more confident and competent when I participate in conversations about future PR/Marketing projects.

I appreciate the many resources you shared too!
-Cathy Laughlin – Dunebrook, Development Director

South Shore PR President Jackie Thomas is teaching these courses to support the chamber communities in which South Shore PR is a member. Jackie brings almost two decades of PR experience to the course. She sits on the Public Relations Society of America- Chicago Chapter’s Board of Directors and is a member of the Public Relations Commission on Higher Education. Jackie has a passion for PR education, and she also has a passion for giving back to her community. “Healthy businesses make healthy communities. I believe that giving these courses gives stakeholders the power to boost their messaging, reach more clients, or customers so their organizations to thrive,” Jackie said.

These courses are available to Michigan City Chamber of Commerce members who are in good standing with the Michigan City Chamber of Commerce. There is a one-time fee of $100. that covers the entire 5-class session. Class size is limited, so be sure to sign up today. You can sign up here: Sign Me Up!

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What are the Different Types of PR and How Are They Different?

Crisis Communications, Marketing, Media Relations, Product Launches, Public Relations, Reputation, Thought Leadership / Jackie

As the premier PR firm in Northwest Indiana, South Shore PR takes pride in being the torchbearer of effective public relations, mastering the art and science that influences opinions, fosters goodwill, builds relationships, and elevates organizations to new heights. Today we want to share some of the different disciplines of public relations and what they focus on.

Public relations, isn’t a one-size-fits-all approach when it comes to a client’s needs. We like to use the example of a medical professional. While a doctor has a general understanding of the body, some medical professionals specialize in certain areas of the body, such as a neonatologist, psychiatrist, or gerontologist. A public relations professional works in exactly the same way, there is the general knowledge of public relations, but some PR professionals specialize in an area of PR, thus making them more skilled in a particular area of PR. Today we going to look at the six most common disciplines of PR practiced today.

What is Media Relations or Media Relations PR?

South Shore PR Work Examples — Photo Credits (top to bottom) People Magazine, Eyecare Business Magazine, BBC News, and The Today Show

A skilled media relations professional can transform innovation into a global sensation. By strategically pitching the story to the correct influential journalists and media outlets, PR professionals can ensure that the narrative resonates far beyond, ultimately reaching your intended audience. Media relations specializes in working with the media, and often PR professionals that focus on media relations may do so within an industry, such as tech, healthcare or banking. Knowing how to be a great media partner, while being savvy about the angle of the pitch, and when, where and how, will make all the difference in securing great coverage and reaching your intended audience.

What is Crisis Communication PR?

Crisis Communication and or reputation management PR is perhaps the most easily recognized, and the most skilled of all PR disciplines. When an organization or individual has run afoul of stakeholders, resulting in a public and potentially damaging reckoning for the instigating party, this is where crisis communications and reputational management come into play. A skilled public relations professional that specializes in this type of PR will come in and mitigate reputational damage, provide guidance for stakeholders, and eventually begin to repair relationships with the general public and any other wronged parties. You can look at some great examples of crisis management here: https://sproutsocial.com/insights/crisis-communication-examples/

What is Government Relations & Public Affairs?

Photo Credit: The Pan American Health Organization

This discipline of PR focuses on building relationships between an organization and government entities for the goal of strategic communication for the greater good, influence and the ability to make a positive impact on stakeholders. Examples of a public affairs professional would be a communications Director for a local police department. Examples of a government relations expert would be a lobbyist or government liaison within an organization. Examples of a public affairs campaign could be the Covid-19 vaccine campaigns, a local area government communicating an upcoming infrastructure project, or an industry lobbying for policy changes at the highest levels.

What is Product Launch PR and Branding?

Photo Credit: Gizmodo via Warner Bros./ Universal

An agency or in-house person or team that specializes creating interest and generating positive coverage for new products or services works in product launch PR, reputational practice and even branding. These individuals are key in developing strategic communication plans, organizing launch events, and securing media coverage for a product unveiling. A great example is of this type of PR is the phenomena known as Barbenheimer at the box office last summer. The two films combined as two distinct, yet cooperative marketing campaigns created box office gold in the summer of 2023. Read more about this magic here.

What are Consumer Relations?

Photo Credit: Time Magazine via Dove/RaiseTheBeautyBar

This area of public relations is very similar to customer service, however, the focus here is to protect and enhance an organization’s reputation while building a robust and positive relationship with stakeholders to enhance brand loyalty. Examples of this type of PR would be managing customer feedback on public forums, addressing concerns, and promoting positive customer experiences through various communication channels.

One of the most significant examples was Dove’s Real Beauty Campaign. You can read all about it here.

What is Integrated PR?

Integrated is where public relations concepts and tactics are combined with marketing campaigns and exercises. This is the most powerful way for any organization to create their brand, tell their story, and build long-lasting, loyal relationships with their customers. A great, recent example of an integrate PR campaign would be Apple’s Shot on an iPhone Campaign. Apple cleverly shot and advertised that this campaign was shot entirely on an iPhone, then encouraged fans to share their own films shot on iPhones on social media. You can read more about this innovative campaign here.

These are just a few of the most common areas of PR practice. At South Shore we specialize in many of these areas of public relations. We hope that this article is informative and has shared some of the complexities of public relations practice. No matter the discipline of PR, one goal remains the same, to build, and enhance a loyal relationship with key stakeholders.

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South Shore PR in Partnership with The Duneland Chamber Offers Members Incredible Opportunity for PR Bootcamp Class Series in March.

Community Relations, Crisis Communications, Marketing, Media Relations, Public Relations, Reputation, Social Media, South Shore PR Update / Jackie

Public relations are not nice to have item for your organizations, it’s a necessary and strategic asset that can propel your organization to reach new customers and achieve your business goals. As businesses strive to make their mark in a crowded marketplace, the importance of a well-crafted Public Relations (PR) strategy cannot be overstated. When combined with a marketing plan, the combination will propel your business to new heights. Without a PR strategy, your organization is leaving money on the table and is not making the most of resources.

That’s where South Shore PR Bootcamp Series in partnership with The Duneland Chamber comes in. Join us in a transformative journey designed to equip organizations of all sizes with the essential knowledge and skills to master the art of PR. Taught by South Shore PR President, Jacqueline Thomas, each Monday morning in March at the Duneland Chamber, you will walk away with the knowledge and know-how to bring excellent PR to your organization.

Unleashing the Power of PR

Why PR? Public Relations is not just about managing crises or getting media coverage; it’s about shaping perceptions, building meaningful connections, and driving business success. Our PR Bootcamp Series is meticulously crafted to demystify the world of PR, making it accessible and actionable for organizations looking to elevate their communication game.

What Makes Our PR Bootcamp Series Unique?

Tailored for All Sizes: Whether you’re a startup, a small business, a non-profit organization or a well-established enterprise, the PR Bootcamp Series is designed to cater to your specific needs. Jacqueline will bring her professional knowledge gain over a career across industries and share valuable insights for each business in attendance. We understand that the challenges and opportunities in PR can vary, and our series addresses them all, providing practical insights that are applicable across industries and organizational scales.

Real-World Insights: This isn’t just theory; it is our goal to give you the tools you need to put what you’re learning into action. Each module is enriched with real-world examples, case studies, and success stories, illustrating how businesses – just like yours – have harnessed the power of PR to achieve remarkable results. The series goes beyond the theoretical framework, offering actionable strategies that you can implement immediately. You will be able to learn in a relaxed and cooperative atmosphere.

Comprehensive Approach: From building a strong brand foundation to navigating media relations, crisis management, social media integration, and more, our PR Bootcamp Series covers every aspect of PR. It’s not just a crash course; it’s a comprehensive guide that empowers you to implement a strategic PR plan, propelling your organization to meet its goals.

Why Your Organization Can’t Afford to Miss This:

Maximize Marketing Dollars: Investing in marketing without a robust PR strategy is like having a powerful engine without wheels. Our series makes the case for why PR is not a luxury but a necessity, showing you how integrating PR into your marketing efforts can amplify your impact and ensure that every dollar spent delivers maximum returns.

Strategic Partner for Growth: Beyond the knowledge gained, our PR Bootcamp Series serves as an introduction to what South Shore PR can offer. We understand the intricacies of PR, and our experienced team is ready to take your organization’s communication strategy to the next level. Consider this series as your gateway to a strategic partnership for sustainable growth and increased visibility for your organization.

Join the PR Revolution!

In a world where effective communication is the linchpin of success, the South Shore PR Bootcamp Series, in partnership with The Duneland Chamber is your key to unlocking the full potential of Public Relations. Elevate your business, connect with your audience, and position your brand for success.

How to sign Up:

Are you ready to embark on this transformative journey? This four-week course will take place each Monday morning in March from 8am- 9am at The Duneland Chamber. This course is open to all Duneland Chamber Members. There is a $50 fee that covers the entire course and supplies. Course space is limited, so sign up today.

Please Note: This course is only open to Duneland Chamber Members who are in good standing with the Duneland Chamber of Commerce.

space is limited, book today!

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How to Use TikTok For Business in 2024

Crisis Communications, Marketing, Online Reviews, Product Launches, Public Relations, Reputation, Social Media, Thought Leadership / Jackie

Next in our public relations on social media series we will explore, TikTok. The platform has emerged as a powerful social media network that transcends entertainment and has become a potential game-changer for businesses. From captivating short-form videos to viral challenges, TikTok offers a unique opportunity for companies to connect with their audience in a creative and engaging way. However, with great power comes great responsibility, and businesses must navigate the benefits and pitfalls of TikTok strategically. Today, we’ll delve into the advantages, potential risks, and crucial considerations for businesses looking to harness the potential of TikTok in 2024.

The Benefits of TikTok for Business in 2024:

1. Audience Engagement:

TikTok’s algorithm is supposedly designed to showcase content that resonates with users, providing an opportunity for businesses to capture the attention of their target audience. The platform’s emphasis on creativity allows brands to showcase their personality and connect with users on a more personal level. Customers and clients appreciate authenticity and TikTok provides a great way for an organization to show off that personality.

2. How to go Viral on TikTok in 2024:

TikTok has a reputation for turning ordinary content into viral sensations overnight. A well-crafted video or challenge can exponentially increase brand visibility and reach, attracting a massive audience and potential customers. Be authentic, and showcase your brand’s personality, and the algorithm might favor you, and allow your video to go viral.

3. Using TikTok to Reach Demographic Diversity:

TikTok’s user base spans across various age groups, and across genders, and socio-economic groups offering businesses the chance to connect with a more diverse audience. Whether your target demographic is Gen Z or an older demographic, TikTok’s broad appeal can be a valuable asset for any business.

4. Cost-Effective Marketing on TikTok in 2024:

Compared to some traditional advertising methods, TikTok provides a cost-effective way for businesses to promote their products or services. The platform’s advertising options, such as sponsored challenges and branded content, enable businesses to reach a vast audience without breaking the bank. Be inventive and creative, it shows authenticity.

The Dangers of TikTok for Business in 2024:

1. Public Relations Risks for Businesses Using TikTok:

TikTok, like any social media platform, carries the risk of negative publicity. When a PR issue happens on social media, it happens in rapid time, often ballooning into a full-blown crisis for organizations, before they even fully comprehend what has happened. Businesses must be extremely cautious about potential backlash, especially in a landscape where public opinion can shift rapidly. Poorly received content or misguided attempts at viral marketing can harm a brand’s reputation or even ruin a business.

2. Algorithmic Uncertainty:

TikTok’s algorithm, like other social media platforms can be unpredictable, making it challenging for businesses to guarantee consistent visibility. While some content may go viral effortlessly, others may struggle to gain traction. This uncertainty necessitates a flexible and adaptive approach to content creation. Do not expect to go viral right away, if ever, even if you have the best content.

4. Competitive Landscape:

With the platform’s popularity, competition is fierce, ever-changing and global. Standing out amidst the vast array of content requires creativity and a deep understanding of your target audience aka ideal clients. Businesses must continuously innovate to maintain relevance and outshine competitors.

Considerations Before Launching Your Business on TikTok:

1. Define Your Brand Voice:

Establish a clear and authentic brand voice that aligns with your target audience (ideal clients). It is important to know your brand voice before you start on social media. A shift in your brand voice can be damaging to your business and will cause regular engagers of your content to flee. TikTok users appreciate genuine content that feels relatable, so maintaining authenticity is key to building trust.

2. Understand TikTok Culture:

Familiarize yourself with TikTok trends, challenges, and user behavior. Do your research on and off of the platform. Find competitors that you think are using the platform well and ask, what are they doing well and how can your brand learn from what they’re doing, innovate and create something unique to your brand. Do your homework, do not skip on research!

3. Plan for Contingencies:

Anticipate potential PR crises and have a crisis management plan in place. Proactively address any negative feedback or misunderstandings to mitigate potential damage to your brand’s reputation. This means you must monitor your social media channels at all times to stay ahead of any potential disasters. Remember never act out of anger, impulse or fear on social media. Online content lives forever, so if you do incur a social media crisis, follow your plan or consult a crisis management agency, such as South Shore PR.

4. Consistent Monitoring and Analytics:

Regularly monitor the performance of your content and adjust your strategy based on analytics (data). Understand what works and what doesn’t to refine your approach and maintain a positive public image. This is so important, to tell if your efforts are gaining the return you seek.

In conclusion, TikTok presents a unique opportunity for businesses to connect with a vast and diverse audience. However, success on this platform requires careful consideration, strategic planning, a deep understanding of both TikTok’s culture, and your brand’s identity. Also keep in mind, that just because this platform is popular, it may not be the right fit for your organization. By navigating the benefits and risks with a public relations mindset, businesses can harness the power of TikTok to elevate their brand and engage with their audience in innovative ways.

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Unlocking Success: Understanding the Power of Public Relations (PR)

Community Relations, Crisis Communications, Marketing, Media Relations, Press Release, Product Launches, Public Relations, Reputation, Social Media, Thought Leadership / Jackie

In today’s business world, the term “Public Relations” (PR) has become increasingly necessary to the success of organizations across various industries. Whether you’re a budding startup, a nonprofit organization, a mom-and-pop business, or an established enterprise, grasping the fundamentals of PR is crucial for enhancing your brand image, fostering positive relationships, and navigating through the ever-evolving and complex media landscape. Today, we will delve into the world of PR, exploring its functions, significance, and the outcomes that can be achieved when executed effectively.

What is Public Relations?

The most basic definition can be boiled down to this: Public Relations is a strategic communication process that builds and maintains positive relationships between an organization and its target audience. It often encompasses various activities designed to create a favorable public image, enhance brand reputation, and establish strong stakeholder connections.

Functions of Public Relations:

Media Relations: PR professionals either work on your behalf or guide organizations to engage with various media outlets to secure positive media coverage for the organization. This involves crafting compelling press releases and building relationships with journalists to ensure accurate and favorable reporting.
Crisis Communication: PR is critical in managing crises and mitigating potential damage to an organization’s reputation. Effective crisis communication involves swift responses, transparency, and a well-defined strategy.
Marketing Integration: PR and marketing, like peanut butter and jelly, go hand in hand. Combining efforts in marketing and PR creates a cohesive strategy that amplifies brand messaging, reaching a broader audience through diverse channels. When PR tactics are added to marketing campaigns, it’s like adding gasoline to a fire; it burns twice as bright and more intensely.
Social Media Management: Social media is the new version of the town square, and if you aren’t engaging in it, you will miss out on your ideal customers finding you, and you won’t have a voice in the conversation. Social media is a powerful platform for communication that should be utilized. PR professionals leverage social media to engage with the public, address concerns, promote positive narratives, and quell adverse outcomes.
Community Relations: Building strong ties with the community is essential for any organization. PR helps create and maintain a positive relationship between your organization and the community it serves.

Outcomes of Well-Executed PR:

When PR is done well, organizations can experience the benefits of many long-lasting positive outcomes:

Enhanced Credibility: A well-crafted PR strategy establishes credibility and trust among the target audience, fostering positive perceptions of your organization. Credibility is more important now than ever, and if you aren’t taking steps to enhance your credibility, then you are damaging it.
Positive Public Image: Successful PR efforts contribute to building a positive public image, which can attract customers, investors, and partners.
Effective Crisis Management: Skilled PR professionals with crisis management experience will guide organizations through crises, ensuring they emerge stronger and more resilient and rehabilitate the organization’s image.
Increased Brand Visibility: PR enhances brand visibility through carefully curated media coverage and strategic communication, ensuring that organizations remain top-of-mind for their audience.
Stronger Stakeholder Relationships: PR’s primary function is to build and maintain relationships with stakeholders, including customers, employees, investors, and the community, creating a network of support for your organization to thrive.

Why Your Organization Needs PR ASAP:

In today’s media-rich environment, PR is not a luxury but a necessity, serving as a catalyst for success, enabling organizations to effectively communicate their messages, manage crises, and foster positive relationships. Integrating PR into your overall business strategy is crucial for staying relevant and resilient as the digital landscape evolves. Instead of leaving your organization’s reputation to chance or only using marketing to share your mission, partner with a skilled PR agency to communicate the messages that mean the most and reach the customers you truly want.

In conclusion, Public Relations is a dynamic and indispensable component of modern, healthy business strategy. Whether through media relations, crisis communication, or community engagement, the impact of well-executed PR extends far beyond traditional communication’s confines. Embrace the power of PR and unlock the full potential of your organization in the eyes of the public.

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