Questions Every Social Enterprise Should Ask When Embarking On A PR Campaign

 

My team has had the pleasure of working with Chicago based social enterprise Bright Endeavors for several months as part of a larger partnership with REDF, a San Francisco based non-profit dedicated to investing in double bottomline enterprises. Bright Endeavors employs at-risk young moms in candle production and aims to break the cycle of poverty through job training.

Over the months, I’m proud to say we’ve successfully garnered a fantastic media mix of product reviews (Earth911Inc.comBusiness News Daily, ) and social good company profiles (Christian Science Monitor, Forbes, Unite:4Good) resulting in increased site traffic and sales. Because REDF has many non-profits which could benefit from Public Relations, our campaigns must wrap after several months’ time to spread the opportunity throughout the portfolio. Recently I received the following list of questions from Bright Endeavors’ Sales & Marketing Coordinate, Allie Sundet on how to best continue to leverage the momentum created by Remark. I’m sharing these here as I believe these are questions all social enterprises should be considering when looking towards towards a building or maintaining a PR campaign that is both effective and manageable.

  1. How does Remark determine the appropriate news outlet/type (blogger, influencer, online magazine, gift guides, etc.) to reach out to? About how many/week?
  2. How do you divide your time between reaching out to the various outlets, is more time spent on bloggers than another source, for example?

  3. What are some tips for building a media database?

  4. What tends to be an initial ‘pitch’ or ask? Do you have any tips for creating an engaging story that will hook the influencer/publication?

  5. How many times do you typically follow up after the initial pitch? Are product samples necessary for each outlet?

  6. What are some tips for creating a successful PR strategy?

  7. How do you measure success of this strategy?

  8. How much lead time do outlets typically need to ensure timely publication? For example, when is a good time to start pushing stories for the holidays?

      9. What are some strategy ideas around promoting our candle rental service in the spring/summer        months?

Q1 is for Coverage

It’s hard to believe it’s almost tax time for 2017 as I type this. Where has the quarter gone? Our team’s been busy securing phenomenal coverage for our amazing clients and it’s always fun to pause for a minute, reflect and share.

Baby Gourmet: Latin Moms Tips, Emmet’s ABC, Clean, Green & Sprouted

Bright Endeavors: ForbesBeautyNewsNYC, Hippie and Heart, Caravan Style StudioSimply Annie, Chic Metro Magazine, Across the Avenue, Posh Beauty Blog, Daily Mom, Sugarly, My Style Spot, Shabby Chic Boho, Beauty Style Watch

Cinemizer: Forbes, Oscar Liang, A Luxury Travel blog

Go Gourmet: Runner’s World Magazine, Everything Changes, SnackDot’s Youtube, Hula Hooping Mom, New and Natural Mom, OC Register Family, Montgomery County Moms 

Lindy & Co: Pet Age Magazine, Fido Friendly

Micro Drone 3.0: HuffPost, The Gear Junkie

Mile High Workshop: Forbes.com

PilotsFriend: City Palate Magazine, Skies Magazine, Plenty Magazine, Le Spark, Her Modern Canvas, almostfamous, Carlivh.com, eating is the hard part

RecycleForce: Your Mark on the World

Women’s Bean Project: Weight Watchers Magazine (March print issue), Spry Living Magazine (Feb print issue), Eco18.com, Parade.com, Chicago Tribune

December Coverage: Rounding Out The Year With A Bang!

(Photo courtesy of www.sugarthegoldenretriever.com)

From Inc.com and CNNMoney to HelloGiggles and Today.com, we delight in seeing our clients clean up when it comes to earned media. Whether your thing is quality or quantity, December’s roundup has something for everyone:

Baby Gourmet: won over Canadian moms and babies in Emmett’s ABCsMom Knows BestLiving the Mommy LifeThe Mixed BagA Moms Perspective, Moscato MomBohemian Babushka

BeeLove: can’t stop the buzz in Headlines for the Hopeful, UpTown Magazine, Darling MagazineHello Glow, Uncovered.com

Bright Endeavors: shines in Inc MagazineChicago Woman, The Atlanta Journal Constitution, The Hunter CollectorHello Glow, ShabbyChicBoho, PRCouture, MarinoBambinos, EcoCult, Fountain of 30, Studio Matsalla, The Bottle Blonde and TomKat Studio

Mile High Workshop: is building brand and community awareness in CNNMoney, Colorado Country Life, 5280 Magazine and Budget Dumpster

Slammers Snacks: satisfied the tastebuds of The Supermarket Guru and Triathlete Magazine (print)

Total 3D Solutions: Essence Magazine recommends the Cinemizer for it’s luxury travel gift guide

Truly Pawsome: received some, well, pawsome coverage in Today.comHelloGigglesTails Magazine and Golden Woofs

Women’s Bean Project: enjoyed delicious coverage in BuzzFeedPOPSugar, Food 52Petite Foodie, St. Louis Post-Dispatch, OnMogul, Sandi Klein ShowWith Our Best, Cookistry, PBFingers, Tonia’s Kitchen, Soulicious Life, TeresaBergen, BeachBody and Queen of Reviews

Social entrepreneurs, taglines and reflection

At Remark we realize how lucky we are to do the work we love with inspirational clients and thought leaders in one of the greatest cities in the world. Recently our team was asked by Ardice Farrow, founder and director of NET Effects, to help come up with a remarkable (see what we did here?!) tagline for her company. NET Effects, is built on championing disenfranchised women in Cambodia – employing and training women who have been disfigured by land mines, blinded and are hearing impaired – and paying them a fair wage to create beautiful bags and totes. In fact every 15-20 pieces sold in U.S. provides fair wage for one month for a woman in Cambodia.

The branding assignment got us thinking: how do we succinctly convey what NET Effects stands for? Do we focus on the fact that the brand provides a net to a family in need with every sale? Do we focus on the women creating the beautiful accessories who have lived hard lives and are prospering because of conscious consumerism? Do we take the zero waste angle because NET Effects repurposes remnants and end pieces of agricultural and industrial netting for their bags?

This exercise resulted in a healthy dose of reflection. We’ve always believed in the importance of giving back. Remark has worked with many deserving clients on a pro-bono basis and felt especially fortunate we are able to do so. More importantly we get to work with clients who are truly leaving the world a better place.

We are fueled knowing our success will help sell bags and ultimately allow Ardice and NET Effects to hire and train more women in Cambodia and supply nets to reduce the spread of disease to families around the world. And that is something our team can be proud of.

KRON4 hosts Alameda South Shore Center’s Fourth Annual #TheLittleIceRink2015

Check out video here: http://kron4.com/2015/11/05/video-ice-skating-rink-opens-in-alameda/

ALAMEDA (KRON) — There are fewer than 50 days until Christmas, and a holiday treat just opened up for anyone who loves to ice skate.

As the temperatures drop, ice skating rinks are opening around the Bay Area,including in San Francisco’s Union Square.

The Little Ice Rink in Alameda is back. And a special ceremony just wrapped up at around 5:30 p.m. Thursday night.

“Not everyone can afford it,” ice rink sponsor Alyssa Tomfohrde said. ” (It) is an investment, especially for a larger family, so we want to offer that to kids who wouldn’t normally be able to (skate), and to everyone in the community.”

The ice rink opened at the Alameda South Shore Center. And it was hosted by KRON’s Justine Waldman!

KRON is a proud sponsor of the Little Ice Rink.

Justine said she was honored to be there for the grand opening of the holiday tradition. In the above video, Justine explains the new features at the rink this year.