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Guess Who – Magazine Editor Edition

So, you’ve just finished writing your latest pitch and have officially received the green light from your client to distribute the good news. Congratulations! You may think that the hard part is over and that the next step is getting an enthusiastic response from a journalist – well, think again.

In the world of media relations, the more time-consuming work comes after the writing, and a crucial step in getting your news out to the media is building a solid list of journalists who may be interested in receiving the announcement. The first step in building an appropriate media list is looking at the focus or “beat” of each reporter, and then you must narrow down your list by titles/roles at each publication.

First, you must ask yourself these questions: Who accepts pitches? Who assigns news stories? Who should I not contact?

Before you go any further – I should note this isn’t a guide on who to pitch, but rather a guessing game to see how well you know common titles within a media outlet so that you can determine who should be prioritized for pitching. See the instructions below and good luck!

Instructions: Utilize the below word bank to match the editor’s descriptions with the appropriate role.

Word Bank

Publisher

Senior Editor

Staff Writer

Managing Editor

Editor-in-Chief

Digital Editor

Freelance Editor

Reporter/Journalist

Role Description

This journalist oversees high-level organizational operations and their job description includes hiring staff, determining the look and feel of a publication, editing and fact-checking copy, and sometimes even writing articles themselves.

This person is a self-employed worker who is often contracted with a variety of publications. These editors often read, review and correct writing for their publications, so they are good ones to pitch once you become familiar with their interests/beats.

This media guru is tasked with maintaining the day-to-day operations of a media outlet, including generating story ideas (and editorial calendars), planning and assigning content, supervising staff and overseeing commissions of stories and art. For these reasons, these editors are some of the best contacts for pitching at an outlet.

This journalist has the most junior role within a media outlet and contributes content to the publication from within (this is an office-based role). Unfortunately, they have little freedom to determining content direction, so proceed with caution while pitching these folks.

This person is responsible for making their publications an editorial and commercial success.

This person covers a variety of topics and will often travel for their role rather than remaining in the office. Hint: This is not a staff writer

The duties of this editor are to oversee writing or production for newspapers, magazines, newsletters, or other types of digital or print media, such as a website or blog. Responsibilities include assigning stories for their junior staff members (hint) to write or research

This person is responsible for the content and images used on a website.

Answers (don’t peek)

E

G

D

C

A

H

B

F

Once you master these titles and the steps mentioned above, then you have all the knowledge to build a successful media list. I think we all can agree spending time on and putting hard work into a pitch just to send it to the wrong contacts would be disappointing, right? So, picking the perfect contacts to distribute to is very important. Then you can sit back and wait to see if your pitch gets a bite!

from Lou Hammond Group https://louhammond.com/2023/01/20/guess-who-magazine-editor-edition/ via https://louhammond.com

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Understanding Your Target Market

What you need to know to help build a strategic marketing strategy

Your customers are one of the most important factors in your marketing equation. Whether you have an established customer base or an aspirational set of target consumers, conducting an analysis on who you are trying to attract is key. Developing a customer profile allows you to assess where to focus your marketing efforts and dollars.

  Key Factors to Identify

What is important to them?

Knowing what is important to your customers allows you to tailor your products, services and messaging so that you speak to what is most important. Are they a young working professional looking for local or sustainable products? Are they a family on a budget looking for ways to make life easier while maintaining a budget? Are they empty nesters looking to create memories with those who are most important to them? Each of these groups require very different messaging and targeting to effectively gain their attention and win them as customers.

How and where do they consume content?

One of the most valuable things you can do is identify where your customers spend time. Do they scroll TikTok for four+ hours a day or are into newspapers and magazines? Do they turn on the news every morning like clockwork or did they cut the cord three years ago and haven’t seen a traditional news segment since then? Knowing how and where your audiences consume content is vital to understand how and where you appear in thier daily lives.

How do they shop?

Understanding how your customers spend their dollars will help tailor your path to purchase and conversion goals. Does your target consumer shop exclusively online? Then an easy to find and navigate online store front with google and apple pay integrations are imperative. Or does your consumer like to buy in person, wanting connection before committing to a product or service? Then a welcoming store front that is prominently listed on your website, social profiles, Google Business profiles and other listing sites is crucial.

  So how do you get this information? One of the easiest ways is simply by talking with your target customers. This can be informal. A conversation while they are shopping in store, or a question posted on your Instagram story. Or structured and formalized through surveys, interviews and focus groups. If you have a significant amount of customer shopping data, a deep dive with a Claritas Prizm can help you create a complete picture of your consumer. Ultimately, the more you know the better your marketing decisions.

  Ready to learn more about your customers and build out an integrated and strategic marketing plan? Let’s talk.

from Lou Hammond Group https://louhammond.com/2022/09/29/understanding-your-target-market/ via https://louhammond.com

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Public Relations in the Real World

It’s never easy to fall asleep in a new place. New bed, new sheets, unfamiliar walls…all make for an unusual experience. The first night in my apartment in Charleston was no exception. As I completed my evening routine and settled into bed, the room got quiet and the sounds surrounding my building became magnified. It was hard not to hear the music coming from a bar just a few steps away from my bedroom window. Instead of trying to tune it out, I quickly found myself trying to listen to the guitarist sing, while peering out my window to gaze at the activity under the canopy of cafe lights. As I went through the next few days, I realized that this was going to be my evening entertainment and musical lullaby every night, and I oddly looked forward to it. I was new to Charleston, and I had very few people to hang out with initially, so this was a nice substitute. I would open my window and listen to the music whether it was a band on the weekdays playing old Beatles music, or the DJ on the weekends playing Kanye and Drake.

I loved sitting in bed watching the bar cater to whoever was going to be present that night. Pull out a cover for when it rains, turn on the lights when it gets dark. Small details to entertain the audience and draw customers in (it sure drew me in, and I was a building away).

In this uber competitive world where everything and everyone is fighting for attention and investment – details matter. They are what set you apart from the other guy, or the other bar around the corner, which is what I have learned at Lou Hammond Group. My internship in the Charleston office at LHG taught me more than the basics taught in school. At LHG, I have learned what cannot be explained by a teacher or studying for an exam, such as the relationships with the clients and how best to help them. Throughout my internship experience, I have written and distributed press releases and pitches, sat in meetings with clients and witnessed what public relations truly consists of.

Anyone can easily open a restaurant or bar, but it is the attention to detail, knowing your audience, expression of creativity and uniqueness of the experience that draws the customers in and creates an atmosphere that compels them to return….again and again.

LHG is a firm that helps their clients successfully achieve that for their endeavors.

I have always been an observer, which is why I am interested in public relations. Public relations helps to bring people together, and this industry is meticulous, focusing on the details. In the public relations world, employees work hard to create relationships and make it their mission to observe and react to how this work is received. Every night I observe that bar just a building away from my window, and see the small, minuscule details that they do to make their customers happy. That is what I have applied to my experience in public relations. At Lou Hammond Group, we focus on the little things to help others see the big picture on behalf of our clients.

from Lou Hammond Group https://louhammond.com/2022/07/11/public-relations-in-the-real-world/ via https://louhammond.com

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How to Master the Art of Newsjacking

Newsjacking, or the practice of ‘hijacking’ trending news stories with the goal of inserting your brand into the conversation, can be an effective public relations tactic for building your brand, boosting credibility, and getting your message out to a larger audience.

While newsjacking is a useful tool for securing media exposure, it’s important to approach every newsjacking opportunity strategically. Here are a few tips that PR pros can utilize to master the art of newsjacking.

  Best Practices for Newsjacking

Keep Up with Current Events: Successful newsjacking begins with staying informed by keeping a pulse on breaking news and trending stories. This can be done in a number of ways including daily media monitoring and subscribing to e-mail alerts so updates come straight to your inbox. In addition, social media can be an excellent tool to get a quick glimpse into real-time conversations and trending topics.

  React Quickly but be Mindful: Today’s news cycle is more dynamic and fast paced than ever, and when it comes to capitalizing on breaking news, timing is everything. Immediately jumping on a breaking story will allow you to get ahead of the competition and drastically increase your chance of success. However, it’s important to be tactful and strategic when proceeding with a newsjacking idea to avoid potential negative impact or damaged credibility for your brand. Always ensure that the newsjacking opportunity is relevant and appropriate, and that the content will not be misconstrued by the media.

  Plan Ahead: It may seem impossible to plan ahead for newsjacking opportunities, but having basic materials prepared will allow for a more comprehensive and timely response. When creating your brands overall PR strategy, outline their key messages and objectives, and establish which topics they can speak to with expertise and which they may want to avoid. Always be sure to have critical content on hand, such as targeted media lists, spokesperson biographies and headshots.

  Always Add Value: Newsjacking is all about grabbing the media’s attention by adding something new or unique to an already trending story. If connecting your brand to a piece of new seems forced or inauthentic, it is likely not the right newsjacking opportunity. Focus on positioning your brand as a thought leader by sharing accurate, relevant and insightful content that truly adds value to the conversation.

from Lou Hammond Group https://louhammond.com/2022/06/27/how-to-master-the-art-of-newsjacking/ via https://louhammond.com

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Fun In the Sun, Five Places to Enjoy a Beach Day This Summer

With Memorial Day just around the corner, we are all geared up and ready to explore a beach town and relax with our feet in the sand at LHG. Here are the five beach destinations we are most excited to enjoy this year.

  Florida’s Paradise Coast

Florida’s paradise coast, which features the pristine beaches of Naples and Marco Island, is the state’s southwestern gem, where the Gulf of Mexico’s crystal blue waters meet white sand beaches. With over 30 miles of jewel-toned shoreline, the seaside attractions are diverse, from pristine hideaways like Keewaydin Island to luxury resorts.

  Jamaica

The iconic island of Jamaica is home to much more than just sun and sand, but the breathtaking variety of beaches found on the island are surely among the can’t-miss attractions there. In Montego Bay, you will find a large concentration of top-class all-inclusive resorts boasting perfect white sand beaches and calm waters to enjoy a relaxing swim. One hour away in Negril, Jamaica’s “Capital of Casual,” a cluster of wonderful hotels, night-life venues, and restaurants are located along one of the top beaches in all of the Caribbean. Negril Seven Mile Beach is considered by many locals to be the most beautiful beach on the island, which might be why so many wonderful businesses decided to set up shop along its shores so that visitors could easily stroll along and stop by throughout the day and night.

  Nassau Paradise Island

One of the most popular islands in the Bahamas, Nassau Paradise Island truly is heaven for beach lovers. Located near downtown Nassau and some of the most popular all-inclusive resorts on island, Cable Beach is a high-energy spot with plenty of restaurants and beachside shops. Love Beach, 20 minutes away, is more laid back and home to 40 stunning acres of protected coral while Junkannoo beach, the nearest beach to a cruise port, is always a party with beachfront shacks offering refreshments and more all over the place.

  Ocean Cay MSC Marine Reserve

Ocean Cay MSC Marine Reserve, MSC Cruises’ private island, which welcomed the world for the first time in November 2021, is the perfect destination for travelers looking for fun in the sun. Visited by all MSC sailings from the U.S. to The Bahamas and Caribbean, this island sits in a 64-square-mile flourishing marine reserve and is home to two miles of white sand beaches and an abundance of opportunities to explore the natural beauty of the Bahamas and discover local marine life, through activities like snorkeling, stand up paddle boarding, kayaking, and catamaran tours.

  Panama City Beach

Best known for its 27-miles of sugar-white sand beaches bordering the calm emerald-green waters of the Gulf of Mexico, PCB is an ideal beach destination in Northwest Florida. Recently named a top 3 beach in the United States by Trip Advisor, PCB also has two protected nature preserves nearby and a variety of natural beauty to enjoy.

from Lou Hammond Group https://louhammond.com/2022/05/13/fun-in-the-sun-five-places-to-enjoy-a-beach-day-this-summer/ via https://louhammond.com

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Short-Form Video: The Secret to a Killer Content Strategy

Short-form video has taken the social media world by storm in recent years. Just think back to 10 years ago when Instagram was merely a curated highlight reel. However, since TikTok entered the social media scene, it’s caused an explosion of short, “snackable” content that has led to some fantastic, hilarious and utterly bizarre videos going viral. Other social platforms have hopped on the bandwagon with the introduction of their own short-form video formats – Instagram Reels, Facebook Reels, and YouTube Shorts.

Today people come to social media to share and engage with personal stories rooted in authenticity. With people craving deeper interactions with brands now more than ever, leaning into video has huge payoffs for brands looking to build long-term relationships with people. Read on for three reasons why video is an essential marketing tool.

Video content improves discoverability.

Sharing short-form video can help you reach new audiences. Because of TikTok’s popularity, the algorithm on other platforms has shifted to favor short-form video over other types of content. For instance, Reels appear in the Home Feed, in Stories, on user profiles, in the Reels tab, or on the Discover page. This means Reels can reach a much larger audience, whereas in-feed posts and Stories can only reach your followers.

Video content strengthens brand loyalty.

TikTok thrives on relatable and genuine content. Brands that show passion and personality in their videos tend to resonate more with people. Keep them coming back for more by making them laugh, giving them a glimpse behind-the-scenes, or teaching them how to do something new.

Video content increases engagement.

Video posts on social media get 48% more views. Regardless of how many followers you have, any video has a chance at going viral if it’s relevant, engaging, uses audio, and has well-chosen hashtags. And the more people you reach with video, the more likely you are to see your follower count and engagement rate grow.

Best Practices for Short-Form Video Content Marketing

Short-form video is revolutionizing the way we consume content and leverage our social media marketing efforts. Take advantage by developing an innovative video content strategy. Here are some things to consider:

Lean into what’s trending. While developing a following is a worthy goal on any social platform, it’s not a prerequisite for creating a viral video. It’s more important to closely follow trends and popular hashtags and create videos that fit those elements.

Capitalize on the binge factor. It’s all about the first three seconds. People spend 1.7 seconds on average on a piece of content, so if you want to grab your viewers’ attention, the first seconds of your video count the most.

Engage like a user. Use creative tools native to each platform like text overlay, filters, or camera effects. And use music from the platform’s music library or even create your own original audio to stand out.

Tailor your strategy to each platform. Recycling content from platform to platform is a big no-no. Videos with watermarks from other platforms won’t be recommended as often, so avoid uploading a video on multiple platforms without removing the watermark first. But it’s always best to create unique content for each platform.

Don’t overthink it. Even though creating a video might sound time-consuming, you shouldn’t miss out on the opportunities that interactive content can offer. You don’t need to blow your whole budget on a big production. A lo-fi approach can also be a great way to forge a deeper connection with your audience.

So, are you ready to start creating?

from Lou Hammond Group https://louhammond.com/2022/04/28/short-form-video-the-secret-to-a-killer-content-strategy/ via https://louhammond.com

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Social Media Trends for 2022

In today’s world, social media has become a part of many people’s daily lives. From searching Instagram to see the newest fashion style to mindlessly scrolling TikTok to watch the entertaining TikTok trends, it’s safe to say that many people are consumed on a daily basis.

As someone who works in the world of social media, I’ve seen firsthand that algorithms change on a daily basis and sometimes it can be tricky to adapt your social strategy to align with your business goals. The key is to understand the new trends and figure out a way to stand out among them. 

Read on for what will be trending for 2022.

TikTok will become huge

Think about TikTok as an immersive entertainment experience. Brands that are authentic and genuine show the best results. Brands are also encouraged to engage like a user, build a narrative and create with intent. As 50% of TikTok’s global audience is under the age of 34, staying engaged is more important than ever. When considering your TikTok strategy, you will want to keep these key insights in mind:

37% of viral videos are of a person speaking (51% into the camera)

58% of viral videos have a happy emotional impression

36.5% of viral videos are comedy

56% of viral videos had music (25.2% are pop songs)

Use keywords other than “FYP”, “trending” or “viral” (TikTok has stated that hashtags such as #fyp or #foryoupage have little impact on popularity)

Source: Social Media Today

Video content will be a priority

Gone are the days when Instagram photos will be pushed to the front of your homepage. Instead, you will notice that you will see more video content amongst the people you follow. According to Instagram CEO Adam Mosseri, that platform plans to “double down” on its focus on video content in 2022. When creating Reels, you will want to keep these key insights in mind:

Focus on inspiring or educating content

Use beautiful visuals and brief captions

If you are educating the audience, break the message down to 4-5 short statements that can be displayed at different points in the Reel

Use brand hashtags or any relevant travel tags in the caption

Education should be a core focus

Display information in a way that is quick and digestible

Focus on creating a connection and showing that values align rather than selling a product

Carefully planned and executed videos are effective for showing a brand’s personality and values

Highlight what differentiates your brand

Source: Social Media Today

Paid advertising will become essential

According to Hootsuite’s 2022 Social Media Trends survey, more than half (51.4%) of marketers surveyed informed that they plan to increase their paid social spend this year. As Hootsuite states, 38% of marketers will heavily focus on TikTok for increased social spending as that platform has seen a 700% increase in being effective for business goals. 

Influencer marketing will continue to soar

Over the past 5 years, influencer marketing has taken off. Globally, influencer marketing-related companies increased by 26% in the year 2021, reaching nearly 19,000 firms offering or specializing in these services. Because of this, 68% of marketers plan to crease their influencer marketing spend in 2022. 

According to the State of the Influencer Marketing 2022: Benchmark Report from Influencer Marketing Hub, the influencer marketing industry is set to grow approximately $16.4 billion in 2022. If your budget isn’t allowing for paid social, investing in influencers could be a cheaper alternative that is just as effective. There are influencers for every niche: travel, wellness, golf, fashion… you name it! They have proven time and time again that they can help marketers successfully achieve marketing goals.

from Lou Hammond Group https://louhammond.com/2022/02/28/social-media-trends-for-2022/ via https://louhammond.com

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New Year, New Travel

January is the time for making resolutions, starting the year off with new goals and aspirations – a fresh start. Winding down from the holidays, you may sign up for the gym or swear off alcohol until February; if you’re anything like me, you scour “Where to Go in 2022” articles and start your travel planning.

Here are a few trends the Lou Hammond Group team has spotted for the new year, with some travel inspiration for the months ahead.

…But First

The latest consumer sentiment report from Destination Analysts reveals that while the concern for contracting COVID is still very real and has continued to impact travel plans, optimism is increasing and enthusiasm for travel is strong. Nearly 80% of Americans have trips planned in 2022, with 72.8% expressing the highest level of excitement for their future travel plans since Omicron arrived.

Ready for a Spree

With pent up travel demand and countless postponed trips over the past two years, Americans have been saving up and are ready to spend spend spend in 2022. We anticipate many GOAT – or “greatest of all time” – trips this year, with families and friends reuniting for bucket-list getaways. This increased spending suggests a rise in far-flung travel itineraries (cheers to international travel!), longer lengths of stay, and splurging for elevated experiences across accommodations, dining, and excursions.

Ready to head across the pond? London is calling! On Regent Street, Hotel Café Royal combines modern elegance with history, hosting everyone from Oscar Wilde to David Bowie. The hotel has partnered with “Van Gogh: The Immersive Experience” digital art exhibit to create a new bespoke Van Gogh Afternoon Tea experience. The whimsical menu takes guests on a tasting journey through Van Gogh’s most iconic works, with unique selections of cocktails and tea, conjuring the essence of the expressive artist.

For the ultimate wine lover, check out the inaugural Healdsburg Wine & Food Experience taking place May 20-22 in Sonoma County, California. With a focus on the producers and makers of the wine region, the celebration will offer tastings, celebrity chefs, exclusive music performances, and VIP (and even Ultra VIP!) experiences to educate on the region’s farmers and growers. Vineyard truck tours – available for the first time to consumers – will allow attendees to walk the vineyards, touch the soil and learn how wine is made from the person who makes it.

Out of Office – For Real

With the rise in “work from anywhere” office policies, many Americans used 2021 to explore a destination that served as both a vacation spot and a temporary office or school for the family. This year, however, we expect to see employees use their PTO for work-free getaways. Whether a full digital detox or simply to (re)establish the line between work and play, travelers are placing an intentional focus on leisure, self-care and mental wellness.

Along the 30 miles of Florida’s Paradise Coast – comprised of Naples, Marco Island and the Everglades – emails and conference calls are quickly forgotten. Instead, to do lists here include relaxing along white-sand beaches, exploring the “wild side” of the only sub-tropical mangrove wilderness of the U.S., gallery hopping along the famed Fifth Avenue South and dining on fresh local seafood. New this year, the Shy Wolf Sanctuary animal refuge offers Meditate with Wolves; a unique opportunity to meet and connect with the exotic animals under guidance of trained experts to offer different approaches to meditation, energy healing, yoga, and relaxation techniques.

Fresh and Clean

As health and safety remain top of mind, consumers will pursue outdoor adventures in their 2022 travels. Destinations with clear protocols in place offer peace of mind and those with wide-open spaces are poised for the sustained popularity of nature-based trips. Many will also continue to enjoy road tripping which allows for multiple stops, small-town hopping and the opportunity to easily bring the whole family along – pets included.

Following a record-breaking 2021, the state of New Hampshire is a great destination for active travelers looking to explore the great outdoors, with hiking and biking trails for all levels, and countless lakes for kayaking and fishing. And the best part is that visitors can experience the salt air along the charming coastline and breathtaking mountain views in the same day – but there’s no rush to do so; there are more than 1,000 miles designated as foliage drives and cultural byways.

Planning a cross-country road trip? A stop in Paducah, Kentucky, is a must as the American Quilter’s Society’s QuiltWeek returns April 27-30 after a two-year hiatus. Quilters worldwide flock to Paducah – home to The National Quilt Museum – for the four-day event that includes a quilt contest, workshops, lectures and vendors.

Meet the Locals

Beyond sightseeing, travelers are seeking to truly connect with destinations for more meaningful travel. These experiential moments span culinary – visiting local suppliers and learning about sustainable food sourcing; arts and culture – meeting the makers; history – this includes what’s unwritten; and so much more.

While Santa Fe, New Mexico, will celebrate numerous milestones in 2022, this most notable is the 100th anniversary of the Santa Fe Indian Market in August. Produced by the non-profit Southwestern Association for Indian Arts, North America’s largest and most prestigious Indigenous art market will return in person for its centennial, featuring Native artists from all regions for visitors to experience live entertainment, fashion shows and more.

Bonus: Along with the above trends, we are seeing an increased sense of industry and consumer responsibility to protect the environment and give back to a community, which will be invaluable for the continued rebuilding of our beloved tourism industry and economy. Consider doing good where you can, even if that simply means leaving a destination just the way you found it.

Pro Tip: Don’t forget about TikTok for travel inspiration – it’s not just about trending dances. The platform is seriously growing its travel content as influencers create short-form videos of their experiences around the world. There are 1M posts and more than 8.8B views for the #travel hashtag!

Happy New Year and happy travels!

from Lou Hammond Group https://louhammond.com/2022/01/28/new-year-new-travel/ via https://louhammond.com

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Four Festive Cities to Visit This Holiday Season

From the top of Maine to the southernmost coast of Florida, destinations alongside America’s eastern seaboard are ready to provide all of the holly jolly experiences you crave. Read on for four festive cities you can visit this holiday season.

Ogunquit, Maine

December at Cliff House Maine is chocked full of holiday cheer. Guests can look forward to gourmet S’more bars, themed viewing of holiday classics like “The Polar Express“ and Christmas Cookie decorating. A partnership between the hotel and Nubb’s Lobster Shack offers a delicious and fun seaside escape, complete with a private igloo and curated menu of seasonal favorites.

Enjoy a cozy meal in a private igloo at Cliff House Maine.

  Portsmouth, New Hampshire

For those searching for the ultimate holiday travel experience, look no further than Portsmouth, NH. Visitors can finish up their holiday shopping tax-free at any of the local businesses along High Street, or head to Vintage Christmas in Portsmouth to shop among the wreath-lined streets. Celebrated for its distinct cuisine, Portsmouth offers culinary offerings at several of the most popular restaurants, including “12 Days of Christmas for Beer Lovers” at Row 34, and prix fixe menus for Christmas Eve and Christmas Day at many of the celebrated haunts, like Anneke Jans.

Ice skaters enjoying Vintage Christmas in Portsmouth.

  Norfolk, Virginia

Norfolk will host the second-annual WinterFest on the Wisconsin (aboard the Battleship Wisconsin at Nauticus), a truly spectacular light display with over 1.5 million lights illuminating the historic ship. This year will feature new holiday experiences including The Grinch and Santa sightings, live music, and a lighted boat parade on Saturdays. Joining Norfolk’s festive lineup of holiday events this year is the Virginia Zoo’s ZooLumination, bringing animals to life with the help of thousands of LED lights! The larger-than-life experience will feature 29 inflatable animal sculptures that come to life at night with a stunning visual experience.

Winterfest on the Wisconsin at Nauticus.

  Charleston, South Carolina

For the perfect Southern holiday this December, visitors can stay in the city’s newest, luxury boutique hotel – Emeline or the brand-new 153-key Sweetgrass Inn at Wild Dunes Resort, located on Isle of Palms. From exploring Charleston’s historic homes decked for the holidays and driving through two million lights at the Holiday Festival of Lights, to watching the annual Holiday Parade of Boats in the Charleston Harbor, travelers can enjoy a number of festive events and activities all month long. Guests can also celebrate the season while visiting Charleston’s historic sites, museums and cultural organizations that comprise the Charleston Heritage Federation (CHF). In fact, the organization recently relaunched their Essential Charleston Passport online, offering visitors a digital ticket to travel back in time and discover the city’s cultural mainstays. The passport includes admission to CHF’s five remarkable historic houses, the country’s oldest landscaped gardens at Middleton Place, the oldest preserved plantation house at Drayton Hall and more, which will all be festively decked out for the holidays.

The festive streets of Charleston, SC.

from Lou Hammond Group https://louhammond.com/2021/12/22/four-festive-cities-to-visit-this-holiday-season/ via https://louhammond.com

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Roundup of LHG’s Best Spots for Seeing Fall Foliage

Saying goodbye to summers warm months is always hard, but falling into fall is the time vivid reds, bright yellows, and deep browns take over the green leaves and brings blockbuster of color. See a selection of destinations that are the best for fall foliage below.

Cashiers, NC (Jackson County)

In the mountains of Western North Carolina, visitors can experience one of the most unique leaf-looking experiences in the country – the Shadow of the Bear. This naturally occurring phenomenon makes an appearance for just 30 minutes on sunny days at 5:30 p.m. mid-October through early November just outside of Cashiers, North Carolina in Jackson County. It starts with a small dark shadow at the bottom of the valley and grows until it finally evolves into the bear as the sun sets behind Whiteside Mountain – what many geologists deem to be the oldest mountain in the world.

Outside of this special event, which also occurs in late winter from mid-February through early March, Jackson County is the best destination to view fall foliage due to its unique location tucked between the Nantahala National Forest and on the edge of the country’s most-visited national park, Great Smoky Mountains National Park. Fall in Jackson County is more eye-popping than your average autumn escape and beckons leaf peepers from across the nation.

Marquette, MI

On the shores of Lake Superior, Marquette, Michigan is a community where nature’s assets are on display through scenic vistas, rugged trails and rushing waterfalls. With 30% of Michigan’s land mass and only 3% of its population, the Upper Peninsula town of Marquette is nestled in dense forests that turn a combination of fiery reds, golden hues and pops of orange – there is no better Midwest destination to explore the outdoors while enjoying the bounty of Fall colors.  Outdoor activities range from hiking to fat tire biking on the city’s many trails to fly-fishing.  From unique dining experiences, award-winning craft breweries and a thriving art scene, Marquette embraces a culture anchored in artisanship and ingenuity.

Santa Fe, NM

Santa Fe National Forest, just 15 minutes from Santa Fe Plaza, is a site to behold year-round; however, in the latter half of September, the Aspen trees that dominate the forest turn a bright gold color that makes it especially beautiful. The peaks of the Sangre de Cristo Mountains tower above the high desert offering a breathtaking vantage point of Santa Fe’s natural landscape. Ahead of ski season, Ski Santa Fe opens its main ski lift exclusively on weekends and holidays in September for visitors to take in a birds-eye view of the foliage throughout the valley.For those who prefer to stay within the downtown area, the cottonwoods and other deciduous trees along the Alameda Street walking path and Santa Fe River also turn gorgeous autumn colors by mid-October.

Sacramento, CA

Known as America’s Farm-to-Fork Capital, Sacramento, California, is a culinary force featuring bustling restaurants, a thriving public art scene, and interesting Gold Rush history. What some may not realize is that the typography and climate in the region creates impressive opportunities for vegetation – from grapes to apples – and in autumn, vibrant trees. Visitors traveling east on US-50 through Folsom will soon arrive at the perfect place for flannel shirts, cider, and Instagram-worthy scenery. Comprised of over 50 orchards, the Apple Hill region offers vibrant foliage and impeccable fall vibes for visitors pursuing leaf-peeping, apple picking, and pumpkin patches. Surrounded by Sycamores and oaks, Apple Hill remains one of the most popular fall destinations in Northern California. Due to the more temperate climate, harvest typically begins around Labor Day and can run until the beginning of December. The changing colors can be enjoyed on nature walks, or while taking advantage of the local activities including golf, wine tasting, and shopping from the local farm-to-table vendors.

White Mountains, NH

With fall quickly approaching, New Hampshire is gearing up for another epic season of leaf peeping. Known for its picturesque landscape that becomes increasingly beautiful with the arrival of autumn, the Granite State has plenty to offer visitors of all ages. Visitors can experience the ultimate road trip as they uncover glorious views of New England’s famous foliage from the comfort of their car. Within the White Mountains, the most popular scenic drive is the Kancamagus Highway, commonly referred to as “the Kanc”). From Conway, the Kanc offers 34.5 miles of stunning mountain scenery through the White Mountain National Forest. In Lincoln, you can either turn north onto I-93 through Franconia Notch State Park and its soaring mountain peaks, or continue west on Route 112 through Kinsman Notch to Route 302, which heads to Bath, Lisbon, Littleton, Bethlehem, Twin Mountain and Bretton Woods, home of the Mount Washington Hotel. Rt. 302 continues east through Crawford Notch and past some of the most spectacular scenery in the East. Additional scenic drives can be found here. 

Cliff House Maine (Cape Neddick, ME)

Nestled across 70 oceanfront acres atop Bald Head Cliff on the southern coast of Maine, Cliff House Maine offers guests unrivaled experiences that are accessible, exceptional and spectacular. One of America’s most celebrated coastal resorts, the 186 guest rooms and 40 luxury suites, in addition to a classically restored New England cottage with a front porch overlooking the ocean, are an ideal spot for fall leaf peeping. Within a short drive from the resort (less than an hour), Maine’s natural tapestries can be enjoyed at: Rachel Carson’s Wildlife Refuge in Wells: Established in cooperation with the State of Maine to protect valuable salt marshes and estuaries for migratory birds. Located along 50 miles of coastline in York and Cumberland counties, the refuge consists of 11 divisions between Kittery and Cape Elizabeth. Laudholm Farm: Trails feature signs to help you find your way, identify plants and animals, understand the natural and cultural history of the site, and explore the changing leaves. Parson’s Way: A serene and somewhat secluded environment, featuring sweeping views and picturesque landscapes of fall leaves juxtaposed against the blues of the ocean. Fort Williams Park: Beautiful free park with walking paths with the nearby Portland Head Light – the most photographed lighthouse in America, and also the oldest in Maine. Mt. Agamenticus: Scenic vistas, fragile habitats, and distinctive trail system. Mt. Agamenticus is unlike any place else on earth and contains a very Authentic East Coast environment.

  from Lou Hammond Group https://louhammond.com/2021/10/28/roundup-of-lhgs-best-spots-for-seeing-fall-foliage/ via https://louhammond.com

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Four New Clients Join Lou Hammond Group – September 2021

Lou Hammond Group (LHG) announced four new clients for public relations/corporate communications, strategic planning, branding and digital marketing:

Jukes Cordialities – Launched in 2019 in the U.K. by internationally acclaimed wine writer and taster Matthew Jukes and his co-founder Jack Hollihan, Jukes Cordialities is a unique category of sophisticated beverages for discerning adults, with complex flavors assembled by the olfactory and sensory expertise of a professional wine taster.

Cabarrus County Convention and Visitors Bureau – Located some 20 minutes north of Uptown Charlotte, it encompasses five municipalities; the cities of Concord and Kannapolis, and towns of Harrisburg, Midland and Mt. Pleasant. Known as a hub of engaging experiences, the destination is home to premier motorsports entertainment, shopping, family-friendly attractions, outdoor adventures, historic sites, charming downtowns, and so much more.

The Carlton Tower Jumeirah – Situated in the heart of Knightsbridge, one of London’s most affluent and exclusive neighborhoods, the hotel is a five-star luxury property where history and sophistication meet. Owned and operated by global luxury hospitality company Jumeriah Group, The Carlton Tower Jumeirah, previously known as Jumeirah Carlton Tower, opened at the end of July with a new name, design features and amenities after an 18-month $137 million renovation.

SquareMouth – America’s fastest growing travel insurance comparison website that has helped over two million travelers find the best travel insurance policy for their trip at the lowest possible price. With decades of expertise, a multi-award-winning customer service team and industry-leading technology, SquareMouth allows travelers to save money and time by instantly comparing and purchasing a travel insurance policy from every major provider in the U.S.

Lou Hammond Group is an award-winning full-service marketing communications firm representing premium brands globally. The company, founded in 1984, is headquartered in New York with offices in Atlanta, Charleston, Denver, Houston, Los Angeles, Miami and Tampa. Visit www.louhammond.com.

from Lou Hammond Group https://louhammond.com/2021/09/28/four-new-clients-join-lou-hammond-group-september-2021/ via https://louhammond.com

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Crafting a Crisis Communications Plan

A crisis is defined as a time of great danger, difficulty or confusion when problems must be solved or important decisions must be made. So how does this translate in the world of public relations and communications?

From a negative review to a natural disaster to a global pandemic, a PR crisis can come in all shapes and sizes, some having a large impact or others that may slide under the radar unnoticed. Crises can happen at any turn and with little to no notice. And in today’s world, the power of social media and going viral can turn any crisis into a #PRnightmare.

So how do we avoid the pitfalls of bad publicity? Having a team of PR pros on your side to protect your brand’s hard-earned reputation is an invaluable asset. Should the unthinkable ever occur, the below strategies are a few tools we utilize at Lou Hammond Group to navigate crises efficiently and successfully, no matter the size.

Preparation

Navigating a crisis is something that every organization should be prepared to face at some point in its operational life cycle. Developing a crisis communications plan allows you to respond quickly, efficiently and confidently. An effective plan will 1) designate a spokesperson for all media relations and to whom you will attribute media statements to 2) identify your key audiences 3) distinguish the best communication channels – whether social or traditional – to reach your target audiences and 4) inform all employees, board and team members of the above protocols so that communication efforts are streamlined.

Key Messaging

Once an emergency, disaster or misstep occurs, it is important to gather all the facts in order to craft your response. Every situation varies but leading with transparency and honesty is always recommended for when a public statement is necessary. The best responses typically address the key facts – the who, what, where, when and why – as directly as possible. To put it simply, sharing what your company has done, will do or when an update should be expected without placing external blame is the hallmark of any effective response. By creating these holding statements in advance, you are setting your company up to respond to any situation promptly and confidently.

Delivery

The saying – delivery is more important than the content – rings true in crisis communications. While content informs our audiences, its delivery can cause the message to be interpreted entirely out of its intended context. With that, the importance of how you choose to share your message cannot be over emphasized.

The delivery of a crisis statement can find itself taking many forms, but the first pivotal decision can be boiled down to whether you want your message shared proactively or reactively.  The benefits of a proactive approach allow you to get in front of the situation. The sooner you address the issue, the sooner people move on it from it and retain their trust in your brand. On the other hand, the benefits of a reactive approach allow a company to monitor the public sentiment and avoid shining additional light on an already negative situation. The particular crisis will inform your decision on how to time sharing your company’s response. Media training for executives and spokespersons is another tool we often recommend so that messaging can be practiced, tailored and effectively delivered in those more traditional interview settings.

Find Your Audience

Once you have established what your message is and when you want to deliver it, you will need to identify who you want it to be shared with – from stakeholders and employees to customers and media. Effective and swift communication with your target audiences is critical to a successful crisis strategy – whether you are sharing the protocols internally with executive leadership, informing stakeholders on the next steps and plan of action or communicating with the media publicly. Perhaps your crisis communications strategy is to share your holding statements with a few, targeted media that are familiar and friendly with your brand. Regardless of who your audience is, your messaging should be tailored to address their specific needs.

And let’s not forget about social media here. Businesses now more than ever rely on social media to communicate directly with consumers. This direct line of communication can be an asset, as well as a potential risk, and needs to be navigated thoughtfully. Having a presence on social media makes brands completely accessible to the opinions of the public, which brings us back to the importance of transparency and honesty in your key messaging.

Monitor

A crisis communications plan should be treated as a fluid, living strategy that can evolve with the needs of the company. This is why it is imperative to monitor public sentiment both during and well after a response is made to a crisis. Understanding various viewpoints and tracking how they evolve will only strengthen a company’s response. These viewpoints can range from the general public, a business’ customer-base, the media or even competitors. Having a firm grasp on what others are saying about your brand and its actions through the crisis will allow you to not only address but curtail further negative commentary. By critically assessing how your response was received, companies are provided the opportunity to learn and grow as for future crisis planning and better meet the needs of their stakeholders and customers.

The above strategies create a solid foundation for a successful crisis communication plan. The ultimate takeaway though is to create a strategy and stick to it. Take a sincere and honest approach. Communicate with transparency and demonstrate a willingness to learn and grow from the situation.

from Lou Hammond Group https://louhammond.com/2021/08/24/crafting-a-crisis-communications-plan/ via https://louhammond.com

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4 Tips for Post-Grad Networking

Those four years of college fun fly by quicker than most of us anticipate. The end of one season of life is just the beginning of the next. For newly graduated professionals, especially those eager to start their career, a strategic approach to networking will open the door to opportunities that may have seemed beyond reach. 

As a recent graduate and new hire at Lou Hammond Group’s Charleston office, I know that the experience can be challenging at times. Take a look at four personal tips on how to network after college, which helped ease this transition period in my life. 

Don’t be afraid to use the shotgun approach.

Some people graduate from college knowing exactly what they want to do and where they want to work. However, most of us (like myself!) have no idea where to start and that is okay. My advice is to cast a wide net. Candidates stand a much better chance of getting an offer when they apply for more positions. College majors are designed to equip you with a wide variety of industry-related skills, so do not be afraid to look at non-traditional roles in your desired field. 

Networking is your friend.

Ask for help and use your connections to collect new contacts in your desired city. Professors, LinkedIn and alumni resources are extremely valuable and can help you establish meaningful connections. Your professors are a great place to start because they know you on a personal level and are more likely to keep in touch on LinkedIn regarding future opportunities. Professors tend to have wide networks themselves, so they can likely introduce you to their personal contacts in the industry of your choice. Also be sure to take advantage of your college’s alumni association, which can assist as you build your resume and keep you informed about career events in the area. This will open further opportunities for you to network and develop as a professional – even if it is just for practice. Your parents’ friends remember what it was like to be young and new to the job world, so they understand what you are going through and want to help.  You never know what connections these people might have, so reaching out and asking for help could establish some important connections. 

Understand that not all industries have the same process for hiring. 

I was constantly comparing my job search to that of everyone around me when I graduated. However, what I did not realize is that every industry has different workloads, structures and hiring practices. It is important to understand the industry you want to work in so that you can set realistic expectations and avoid feeling discouraged.

Be yourself.

I promise it is not cliché when I say this. Interviews can be nerve wracking, so it is often hard to feel comfortable and confident. Always remember that your resume is there to reference when you are not sure what to say and come prepared to discuss situations and roles that reflect your personality and strengths the most.  It is encouraged to add a little anecdote to ease the tension and allow the interviewers to get to know you better, and always be transparent with the company about your knowledge and experience. If you do not know something then be honest and tell the company that you are open, willing and excited to learn. This does not come from reciting your resume, but instead shines when you are being yourself in a way that shows you are professional and poised even when nervous. 

Remember: Trust the process and you will ultimately find a great fit.

from Lou Hammond Group https://louhammond.com/2021/07/13/4-tips-for-post-grad-networking/ via https://louhammond.com

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Roundup of LHG Client Summer Events

Summer festivals are back! After many events were cancelled or held virtually in 2020, many events are returning to in-person in summer 2021. See a list of summer festivals happening in some of our LHG destinations below.

UNwineD, Panama City Beach, FL – June 4-5, 2021

UNwineD is an award-winning culinary event held in Aaron Bessant Park, featuring craft beer, spirits and wine from around the world, culinary creations by the region’s leading chefs and a Southern garden party presented by Southern Living. Guests can raise a glass at the Friday Night Kickoff Party, a time to mix and mingle with some of the South’s most elite chefs, mixologists and tastemakers. The celebration continues Saturday with the Grand Afternoon Tasting & Cocktail Competition, followed by a live concert. For more information, visit www.visitpanamacitybeach.com/unwined/.

Pepsi Gulf Coast Jam, Panama City Beach, FL – June 4-6, 2021

The Pepsi Gulf Coast Jam brings the best of today’s country music to the beach. Previous artists include Jason Aldean, Luke Bryan, Tim McGraw, Brad Paisley, Kid Rock and Eric Church. As the sun begins to set, free shuttles will take guests to the headline stage at Frank Brown Park. For more information, visit www.visitpanamacitybeach.com/events/.

FestivalSouth, Hattiesburg, MS – June 5-26, 2021

Hattiesburg’s FestivalSouth is an annual, multi-week festival presenting a variety of musical and other arts-related entertainment aiming to transcend social, cultural and economic lines. Events include a live concert by Motown Downtown Revival, a music theatre mashup Broadway in the ‘Burg, an International Ballet Competition Showcase, and A Night at the Opera. FestivalSouth offers exceptional performing and visual artists enriching and engaging Hattiesburg’s vibrant cultural community. For more information, visit www.visithburg.org.

Summer Light: Art by Night at Brookgreen Gardens, Murrells Inlet, SC – June 9-Aug. 21, 2021

Brookgreen Gardens, South Carolina’s premier botanical garden, will hold an event series allowing after-hours access to the historic gardens. Summer Light: Art by Night will feature nine lighted art installations throughout the sculpture gardens and arboretum, live music and food vendors. The event begins June 9 and continues every Wednesday through Saturday until Aug. 21. In addition to the ethereal lighted displays throughout the grounds, Brookgreen’s indoor gallery spaces will be open and a pianist will play nightly on Anna Hyatt Huntington’s baby grand piano. For more information, visit https://www.brookgreen.org/.

Art Week, Marquette, MI – June 21-26, 2021

The City of Marquette Arts & Culture Division is excited to present the 2021 City of Marquette Art Week. Art Week is an annual event held during the last week of June that kicks off the summer event season. Local artists, organizations and businesses are invited to come together and collaborate on a series of free arts and cultural programming for the community including concerts, workshops, performances, exhibits and more. For more information on Art Week, visit www.mqtcompass.com or https://bit.ly/2PSH0XT. The 2021 City of Maquette Art Week is supported by the Michigan Council for Arts & Cultural Affairs.

Marquette Trails Festival, Marquette, MI – June 25-27, 2021

Whether it is biking, hiking or running, Marquette Trails Festival is a fun-filled weekend that celebrates the many outdoor adventures that the area has to offer. Featuring mountain bike races, trail running races and socials, there is something for everyone to enjoy. All proceeds from the event support the Noquemanon Trail Network trail building program. For more information on the Marquette Trails Festival, visit https://marquettetrailsfestival.com/.

Real.Fun.Fourth, Panama City Beach, FL – July 3-4, 2021

Panama City Beach will hold the largest display of fireworks on the Gulf Coast for an all-American weekend of Independence Day celebrations during Real.Fun.Fourth. Friends and family can gather on their beach in red, white and blue to enjoy an electrifying firework show.

International Folk Art Market, Santa Fe, NM – July 7-18, 2021

This summer, the showcase of global folk art traditions is back in Santa Fe, with 160 master artists from 53 countries descending on the city to put together a temporary gallery of handmade folk art traditions. Visitors can shop craft goods of a wide variety of handmade forms, textures and designs such as textiles, jewelry, beadwork, basketry, wood carvings, ceramics, rugs, glass and metalwork, sculpture, mixed media, toys and more. Meanwhile, a variety of live music performances and culinary offerings will round out the experience for visitors as well. For more information, visit https://folkartmarket.org/.

Blueberry Festival, Marquette, MI – July 30, 2021

Washington and Front streets will be bustling with sidewalk sales during 2021’s Blueberry Festival. Downtown restaurants will satisfy cravings for blueberry fare, from blueberry pizza to blueberry beer, while many downtown shops will offer “blue” specials. This year’s festival has been scaled back to better comply with COVID-19 best practices. The festival will not have outside vendors as in past years, which will allow the focus to be on showcasing the wonderful shops and restaurants that comprise downtown Marquette. For more information on the Blueberry Festival and modifications to accommodate COVID-19 safety precautions, visit https://www.downtownmarquette.org/downtown-events/blueberry-festival.

Old Spanish Days Fiesta, Santa Barbara, CA – August 4-8, 2021  

Since 1924, a five-day festival celebrating the Spanish history, spirit, culture, heritage and traditions of Santa Barbara has taken place at the beginning of August. This year’s in-person events are back after the celebration was fully virtual in 2020. This year, the lineup of pageantry and dance-filled events that make it the largest annual festival in Santa Barbara will be available for visitors to experience in person and will feature virtual components viewers can experience from home. The festivities kick off on the steps of the Old Mission Santa Barbara, with traditional flamenco and folklorico dance performances at “Fiesta Pequeña”, while two days later “El Desfile Historico” is a large parade honoring Spanish traditions with colorful floats, marching bands, traditional horse-drawn carriages and carefully coordinated equestrian groups, just to name two highlights. For more information, visit https://www.sbfiesta.org/

Railbird Music Festival, Lexington, KY – August 28-29, 2021

Returning after its successful debut in 2019, the Railbird Music Festival will be held at the Keeneland Racecourse and will feature Grammy Award-winning headliners, culinary demonstrations with Lexington’s top chefs, plus exclusive bourbon tastings. The festival takes its name from a “railbird,” a horse racing enthusiast known for hanging on to the rail as the horses come barreling down the track. For more information, visit https://www.railbirdfest.com/.

Touchdowns & Tunes, Paducah, KY – September 3-5, 2021

Touchdowns and Tunes Tailgate Party is a 3-day music festival where live country music meets televised college football to create the ultimate tailgating environment! This event will feature live performances by Lynyrd Skynyrd, Brantley Gilbert, Chris Young, Ashleigh McBryde, Lauren Alaina, Craig Morgan, Michael Ray, Parker McCollum, Eric Paslay, The Steel Woods, Larry Fleet, Kameron Marlowe, SixForty1, Walker Montgomery and Elvie Shane. Three dedicated zones will be showing televised college football games and offering tailgate games. Held in Paducah’s Carson Park, tent and RV camping passes are available. For more information and tickets, visit www.touchdownsandtunes.com.

      from Lou Hammond Group https://louhammond.com/2021/06/08/summer-2021-festival-roundup/ via https://louhammond.com

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Why Now Is the Time to Create New Marketing Benchmarks

Global market conditions impacted by the pandemic drastically changed consumer spending, buying habits and preferences. Businesses, in turn, had to change. We saw a surge of virtual offerings and experiences, media consumption and preferences shifted, and online products/services were favored over in-person engagement.

Six months into 2021, most brands are in a hybrid state with new and adapted forms of revenue. Now is the perfect time to reset and reaffirm what’s working. By gaining new insights from this year, we can establish new performance benchmarks for our marketing efforts and retool where necessary.

Below are three ways your marketing and communications teams can take immediate action to set new benchmarks.

Conduct an Audience Analysis

A deep dive into your core audience helps you understand who your consumers are, where they are coming from and potential areas for growth. Tools like PRIZM use your existing consumer data set (zip codes, emails, addresses) to create a holistic picture of your consumer. We like PRIZM for organizing our client’s audience into unique lifestyle segments and life-stage groups. For example, learning that a large percentage of your 2021 consumers are squarely in the mature year’s life stage group allows you to explore different tactics, creative and messaging, based on the preferences of most consumers in this stage of life.

Qualitative interviews focus groups or surveys are another way to analyze behaviors and sentiments.  Recently we conducted a national Ipsos survey for a client that wanted to confirm a hypothesis regarding the public’s adaptation to telehealth. Our client has a novel product offering for at-home wellness tests that can be ordered online – direct to the consumer. In our survey, we not only asked questions that gave us clues to new market potential on test types, but the platform allowed us to ask questions that provided insights into the public’s confidence in emerging telehealth and non-traditional testing.

Test Creative and Messaging

We all adapted our creative and messaging last year to reassure our consumers and build confidence in our brands. This year, with business activity on the rise, we may not want to revert back completely to pre-pandemic creative. Or maybe we do. Digital tactics like programmatic display, search engine marketing (SEM), social advertising, digital radio and email marketing are great tools to test strategies. A/B testing subject lines, comparing conversions for different calls to action (CTAs) or experimenting with new and different types of imagery are all ways to gain insight into what resonates with our consumers. In a recent B2B-focused digital campaign, we tested two CTAs and found one drove a much higher click-through rate and ultimately conversion. Now we are applying these learnings in future campaigns.

Evaluate Tactics

How and where your consumer interacts with your brand has likely changed. In-store transactions have moved to web and app-based sales. With that advertising tactics that used to drive revenue might now fall short. Review your current campaigns. How are they performing? Select two to three metrics to evaluate your campaign against at different points in time. This will give you a clear understanding of a campaign’s effectiveness and overall success.

Something to Watch

With the iOS 14 updates, keep a close eye on Facebook campaigns. If the ability for Facebook to track user behavior diminishes, its targeting and perhaps, more importantly, retargeting functions could lose efficacy.

Get inspired by the energy and activity of 2021 to improve your knowledge of your consumers – their wants, desires and interests. This is a good year to reset, dig into the data and pay attention to the emerging trends of your consumer’s media consumption, engagement and actions.

The goal is more than just getting eyeballs on your message, but also getting the right ones to notice your brand at the critical moment in their decision-making journey. Take the time to think wholistically across paid and earned media and across all offline and online channels. Then, measure, optimize and repeat what is working and try something new in place of what isn’t.

from Lou Hammond Group https://louhammond.com/2021/05/25/why-now-is-the-time-to-create-new-marketing-benchmarks/ via https://louhammond.com

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4 Personal Wellness Tips to Optimize Work Performance

Graduating college, moving 600+ miles away from home and landing my first PR job amidst the global coronavirus pandemic was a whirlwind to say the least. While I encountered many changes in the past year, I realized the importance of personal wellness and how it attributes to a positive work-life balance.

Since joining the team here at Lou Hammond Group, I have learned that the world of PR is fast-paced, ever-changing and like any job, can be overwhelming at times. Luckily, in my time getting acclimated to agency life, I joined a seasoned team of PR pros who demonstrate how to put your best foot forward each day and tackle those daily “to-dos”.

Based on what I have experienced during my time at LHG, and through my own trial and error, below are four strategies to invest in your physical and mental wellness so you can feel, and perform, your best:

Stay Organized

Starting your workday with clear goals helps keep job-related stress at bay. Prioritize which tasks are the most important for the day or week and assign deadlines to help keep track of your projects. Keeping an organized to-do list with work time and breaks scheduled out is a great way to create the foundation for a stress-free workday, especially when things get busy for you and your coworkers.

Staying organized will not only make it easier to tackle your weekly assignments but will also help ensure small items are not overlooked. Keeping a running list of to-dos, including both smaller, short-term items as well as long-term initiatives, will help you and your team prioritize and manage time more effectively.

Exercise

Countless studies have proven the numerous benefits of regular exercise. Not only is exercise important to maintain a healthy body weight and function, but the Center for Disease Control and Prevention (CDC) says exercise has many benefits for our brains too. Exercise improves cognition, thinking and memory while stimulating production of endorphins, helping you to feel happier overall.

Keep in mind that exercise is not a “one-size-fits-all” approach and the key to finding a routine you can stick with, is finding the types of exercise you enjoy. All types produce similar benefits on your mind and body, and it is important to keep in mind that exercise is not a “one-size-fits-all” approach.

I personally have really enjoyed exploring Charleston and all the outdoor spots the Lowcountry has to offer, from walking the Arthur Ravenel Jr. Bridge, to jogging on one of our many nearby beaches, to walks along the Battery and historic brick roads. Exercise is more fun with friends, too! Grab a friend at lunch and head for a walk around the block. Not only will you benefit from the movement, but it is great to connect with others and take a few minutes away from the computer screen.

Balanced Diet

Just like exercise, your diet can have a huge impact on your mood and energy levels. A nutritious diet, rich in micronutrients and complex carbohydrates will help your brain operate at peak performance and keep you energized throughout the workday. A recent study conducted by the University of Washington concluded that eating high-quality foods, rich in vitamins, minerals and antioxidants will nourish the mind and improve brain functions like concentration and memory. Focus on eating whole foods and micronutrient dense options like sweet potatoes, oatmeal, fruits and vegetables, superfoods and lean proteins to offer your body the fuel it needs to tackle the workday.

Know When to Rest

Rest is one of the best things you can do for yourself to maintain a positive and productive mindset, and this includes everything from resting your eyes from the computer for a few minutes at work, to getting the recommended seven to nine hours of sleep each night. A lack of rest makes it more difficult to cope with stress and negatively impacts concentration and performance, whereas adequate rest has been shown to improve problem-solving skills and memory performance.

Sleep is your brain’s time to recover, and your performance at work will likely rise if you adopt good sleep and rest habits. Stick to a schedule and aim to get eight hours of sleep per night. Other beneficial forms of rest include meditation, taking a walk and shutting off your screens to take a brief break during the day.

The phrase “you can’t pour from an empty cup” is overused for good reason. Prioritizing your own physical and mental wellness will help you find satisfaction and success in the workplace. By using some of these common tactics for work/life balance and focusing on the things within your own control, it will be easier to maintain a productive outlook and stay positive when faced with everyday stressors.

from Lou Hammond Group https://louhammond.com/2021/04/29/4-personal-wellness-tips-to-optimize-work-performance/ via https://louhammond.com

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Media Training 101: Five Tips for Consistent Messaging

No one knows your brand better than you and being able to communicate your company’s values, purposes and promises are paramount to your success. However, communicating effectively with the media is a skill that must be fine-tuned and practiced regularly. Even the CEOs of Fortune 500 companies regularly practice media training techniques. 

Media training helps ensure that key messages are conveyed clearly and effectively by company spokespersons to present your company in the best possible light. From in-person TV interviews to emailed Q&As with print journalists, communicating with reporters requires preparation and practice. Read on for our five quick tips on how to best communicate with members of the media. 

Prepare

As with any type of training, preparation is crucial. To prepare for media training, create key message points, fine-tune your elevator speech and think of relevant examples that support your key messages.

Stay on target

To ensure high impact delivery of your message, stay on point, be succinct and be positive. Lead with the important information and strong examples to prioritize key points.

Maintain control

To communicate a cohesive message, emphasize appreciation, clarification and corrections. For example, to show appreciation, consider phrases such as “Good question” or “Thanks for your interest.” For clarification or corrections, consider “I’m sorry, I misspoke. Let me rephrase that,” or “Let’s ensure I’m answering accurately. Will you repeat the question?” Lastly, remember that everything is always on the record. If an uncomfortable situation arises, consider responding “I’m sorry, I can’t go off the record.” 

Repeat the question

When participating in an interview, phrase your answers as quotable statements by repeating the question followed by your response. For example, if an interviewer asks, “Why is your company unique?” consider responding “My company is unique because…” This tactic affirms clarity and avoids unnecessary information.

Bridge and pivot

Bridges and pivots are important transitional strategies used to insert talking points or combat a lack of information on-hand. If you’re asked about a topic or question to which you don’t know the answer, pivot the conversation by saying, “I couldn’t tell you, but what I do know is…�� If you would like to incorporate information unrelated to the prompted question, bridge your answer with what you want to say by using phrases such as “Yes, and what’s also interesting is…” 

At Lou Hammond Group, we specialize in providing comprehensive public relations and marketing services so you can confidently deliver your message to key audiences. Let us show you how we can take your media training to the next level and call us today!

from Lou Hammond Group https://louhammond.com/2021/03/31/media-training-101-five-tips-for-consistent-messaging/ via https://louhammond.com