We're in this together

To our Gem family,

We are here to help you get through the coming weeks, whatever is thrown your way. 

We need to continue to market our businesses to remain at the front of customers’ minds. We must also prepare for a time when life returns to normal. 

During my 20 years in the media industry, I have helped businesses survive extremely troubled times. Not just survive but thrive. 

We are diversifying our services at Gem PR & Media. We, like you, are adapting to the new world. 

So, here’s what we need to do. 

We need a plan. A plan for now and a plan for when the pandemic is over. 

In addition to our existing services: social media, blogs, PR (copywriting, award entries, media relations), email marketing, training, and crisis comms, we are adding continuity plans, tailored comms plans, and marketing budgets to the mix. 

For more information email hello@gemprmedia.com or give me a call on 217 210 1589, let’s talk it over, and come up with a plan.

We will get through this together.

Gemma

#BeAGem#SpringfieldTogether

Five years of Gem PR & Media

It's been a long time since I posted, it's been a busy few months. It's also five years since I launched Gem PR & Media from our dining room table in Guernsey. And sure, we have 250 #FiveYears of #LipSmackingService Serious Lip Balms to gift to our friends, family, and clients (let me know if you’d like one and I’ll make sure it happens), but I also wanted to share a few thoughts with you.

It’s been vital to our survival that we love what we do. That’s what it comes down to. If money is more important than doing what you love that’s ok too. But for small business owners, we do it because it’s what we're meant to do. 

Celebrate the good times. Do not dwell on the bad times, they will pass, and you will get through. If you mess up admit it, apologize, and move on. Know that if something isn’t your fault, and you did a good job, you can’t win them all. 

Listen to advice from your peers. Not all advice is good, but in time you will discover those whose advice is invaluable. 

Stay true to yourself. That gut feeling has always been a strong indicator for me. If I feel something is off it usually is. 

Do good. As a business owner, you have the power to leave this place in better shape than when you found it. Give your time wisely and use it for good.  

If you can’t stand up for your industry then help make it be a better one. Lead by example. It’s ok if others follow I genuinely believe that.

Go the extra mile for your clients it will make all the difference. 

Finally, recognize your accomplishments and those that have helped you along the way.

So thank you to everyone that has supported us over the years we appreciate it, we really do! 

Facebook & Instagram training

We are teaming up with Local First Springfield to offer members and non-members a 90-minute class that takes participants behind the scenes of Facebook and Instagram business pages.

Social media needs to play a major part in your marketing strategy in 2018.

For just $30 (with $5 going to the non-profit Compass for Kids) we will provide a live demonstration on Facebook and Instagram focusing on:

·      Page content

·      Generating engaging posts

·      Boosting

·      Ads

Two sessions are being offered, Thursday, February 1st from 7.30am and Friday, February 2 from 3.30pm at Gem PR & Media 2121 W. White Oaks Dr, Springfield, 62711. Spaces are limited to 18 per session. 

Book your place by emailing Bill McMahon at info@localfirstspringfield.com by January 19th. 

Local First Springfield Illinois

We’re excited to be part of a campaign that is celebrating all things local. Through our free online lifestyle magazine, eighteen21, we are sharing the stories of over 50 Local First members to encourage people to buy local during the holidays – and always.

The 12 Days of Local campaign launches on Friday, November 24. Each day we will feature several businesses and or organizations, which are members of the non-profit Local First. Each day has also been sponsored by a member business, which means Local First has been able to raise funds to further support its members in 2018. The 50 or so participating members have sent us copy, which I’ve had a lot of fun reading and editing, from Pease’s at Bunn Gourmet and Engrained Brewery and Restaurant to District 23 and Arlington’s. Kate Spencer of Kate Spencer Photography kindly donated her skills and has spent the past couple of days visiting 12 participating businesses by taking fantastic photos.

We’re proud to provide our services to Local First in kind, to support our community, and most importantly to remind people in Springfield to buy local, shop local and embrace this fantastic city that has so much to offer.

How to improve your SEO

Whether you’re writing a blog, a Facebook post, or article how you write and what you include will make all the difference when it comes to online traffic.

First of all, make sure you include keywords. I’d recommend at least three. Think about the words your target audience will use to search for you on Google.

Be clever when it comes to your headline. Again, use words that will be plugged into the search engine.  

Don’t ramble. Get straight to the point.

Avoid redundant words and repetition. Keep it short. I always try to keep my blogs to around 200 words, my articles to between 300 and 450 words for Eighteen21, and my Facebook posts to one sentence (two max).

Include links to other pages, articles, and social media platforms. Backlinking helps increase your SEO.

Include a call to action; at the very least remind people where they can find out more or who to contact.

So, with the above in mind, if you’re looking for great content creation, by a professional, with more than a 15 years’ experience in the media industry, call 217-210-1589 and speak to me, Gemma, about how Gem PR & Media can help get you and your business noticed online!  

Content marketing

www.eighteen21.com 

Are you doing a good job at content marketing?

Essentially, content marketing is creating and distributing valuable, relevant, and consistent content, strategically, to attract and engage with a defined audience – and ultimately, result in a profit. 

Content marketing is part of all forms of marketing and includes social media, SEO, PR, inbound marketing, and strategy. Strategy is at the heart of everything we do at Gem PR & Media. It’s the strategy that allows us to meet our goals (and our clients’ goals) – or objectives. SEO, social media, and inbound marketing (which I’ll go into more detail about at another time) all go hand-in-hand. And PR, well, that’s at the core of everything we do. 

Business owners, PR and marketing professionals, and those tasked with maintaining an organization’s website or social media platforms often tell me they struggle with content. They get stuck with what to post, how often, and when. It’s not hard to create content, but you need to know how, and where, to find it. However, it does take time and that’s something many of our clients don’t have. That’s also one of the main reasons we created Eighteen21.com, a year ago on September 1st in fact, to provide businesses with a source of content for an extremely reasonable price. Our advertorial features cost just $125 (and that includes a boosting fee for Facebook). We offer a profile piece, ‘My not so 9 to 5’, for $99. Our articles reach thousands of people – and because we don’t publish editions – this isn’t a monthly magazine as the content is loaded almost daily – they are accessible online for as long as Eighteen21.com is in existence. 

So, as I said earlier, what we do is content. We create it. But essentially we’re marketing that content to your audience so that you can provide services and products – and remain profitable.  

The bigger picture

I‘ve been thinking a lot recently about how we can add value to our clients. And I’ve come to the conclusion that the bigger picture means including the little things. As well as doing a good job it’s important to remain connected with clients. One way to do this is to stay abreast of issues or trends in their industry. This takes time of course, but it can be as simple as setting up Google alerts and subscribing to industry websites. If we do not manage a client’s social media we always like, follow, and engage with their platforms so that we remain up to date with their daily activity.

 
I’m also a great believer in bringing different clients together to create meaningful professional relationships. If I see an opportunity to introduce one client to another I will make the effort to do so. My clients know this too – and appreciate it.

We are often asked by clients if we are interested in writing an article for Eighteen21.com about an organization they are involved with, such as a nonprofit or association. It may even be that they have a client that has a story or is involved in a nonprofit that would appreciate the coverage, exposure, and opportunity to share content on their social media platforms – and website. 

I recently also launched a PR & Media Tool Kit and am offering discounts to organizations we are involved with, such as Illinois Women in Leadership, Business Networking International, and Central Illinois Networking Group – as well as nonprofits. May of our clients are members of or involved in such organizations – therefore they enjoy the discount.

If we are not managing a client’s social media platforms, but we are in fact creating content for them through Eighteen21.com, and we believe we can add value by providing training on the platforms, we will do so free of charge. It’s important for our clients that they gain value from any work we do. If we are creating content we want them to be able to social it out, provide links to our site from their website, and help improve their SEO or Google rankings. Taking time to support their other PR and marketing activities is a solid investment for them and us. 

At the end of the day, we want our clients to be successful because as their businesses grow so will ours. 

Writing award entries

It’s that time of year when we sit with our clients and recommend a list of awards they should enter some local, some statewide, and others that are national. Our experience and some research mean we are able to identify award opportunities that will not only suit them best, in terms of their business development goals, but we genuinely believe they have a chance of winning.

 
In the past, I’ve talked about the importance of award entries in building brand awareness, but I haven’t talked about how to write an award entry, which I will do now. 

First, you must identify which awards suit you, and your goals, best. If you want to build your brand in the community perhaps you need to look at a volunteer award. If it’s the community you want to relate to you must focus on local opportunities. If you want to demonstrate your capabilities then you’ll want to enter a business award, such as the Greater Springfield Chamber of Commerce awards, for example. Perhaps you want to gain recognition for something more specific to your industry. If that’s the case you may need to look to an association. We have a number of female clients who have not only excelled as entrepreneurs – there are plenty of award opportunities here too. 

Once you’ve identified the award to enter you need to read over the criteria. Can you fulfill all of the criteria? Will you stand out against others in the same category? If so, you can begin drafting your responses. If you don’t meet the criteria, work out what it is you need to do in order to meet the requirements of the award entry and work towards this over the next year. 

I always start by copying and pasting all of the questions into a word document. Often, these awards are entered online so it’s a good idea to create a draft in case the site crashes. It’s also a great reference point for future entries. 

Make sure you have all the salient details correct, such as contact numbers, email address, names etc. When responding to a question I like to highlight the words that explain what the judges are looking for. That way I can refer back to make sure I’m answering the questions.  
I always try to write award entries in the first person. This demonstrates the relationship between the nominator and the nominee. It is a much stronger entry if the judge believes he or she is reading the words of the person who has nominated the nominee.

 
If you’re entering your business for an award, opposed to an individual, you need to write passionately about your business. As in all good stories, especially if the entry form calls for it, start at the beginning, work through the crux of the business, and talk about your future goals. 
If the entry asks for additional documents, in support of the nomination, choose wisely – don’t send too much that you’ll drown out the reasons for the nomination. 
Proof your responses, errors are frustrating for judges who must read multiple entries and, if you’re entering an award for your business, appear unprofessional. Don’t waffle; get to the point. Have another member of staff review the entry; there may be something you have forgotten, which is crucial. 

Finally, make sure you make yourself available to the judges if there are any further questions.  

Redundant vocabulary

I love proofing articles.  One of the most common issues, in addition to poor grammar and punctuation, is the use of redundant vocabulary. 

Some of the most common redundant vocabulary currently in use includes: 

• Really/very unique – Something is unique or it isn’t – it can’t be really unique. 
• Empty out – Empty is all you need. 
• End result – The result comes at the end.
• Frozen ice – Ice is frozen water.
• He died from fatal injuries – It's obvious his injuries were fatal if he died.
• Local residents – Avoid the word local in news stories at all costs.  How do you define local?
• A new innovation - If something is innovative it’s generally new. 
• Past experience - If you’ve experienced something it happened in the past. 
• Sum total - The sum or the total will do, no need for both. 
• Never before - Never makes it pretty clear.
• Added bonus – The bonus is the addition of something. 
• At the present time - At this time or the present work perfectly well. 
• Collaborate together - Collaborate means together. 
• Filled to capacity – One or the other, please.
• Final conclusion - A conclusion means the end. 

The next time you’ve been asked to write an article, post or blog have a read through and make sure you’re not making any of the mistakes above. 

What makes a good story?

One of the first things you discuss as a journalism student or newbie journalist is ‘what makes a good story?’ Something that public relations professionals also face on a daily basis. 
Sometimes your client thinks they have a great story, but really it’s just the promotion of a new service or product – and you’re the one that has to tell them it’s a no go. On the other hand, clients, who understandably are busy in their day job, often miss the signs of a great story – so it’s your job to seek out the good stories by asking the right questions and staying abreast of the issues. 

If you know you have a good story, you must now consider whose interest it will pique. Is it a news story? Does this have feature written all over it? Do you need to speak to the sports editor? Is there a special section of the newspaper or magazine where your client’s story will feature more prominently? Is there a radio program that features topics such as this? Is there room for an interview? Could you organize or offer photos to accompany the story? If you find the right slot for your client’s story and the editor or journalist bites then you’re golden. 
Another thing to consider is timing. Sometimes it’s worth holding onto a good story, which will gain increased traction at a certain time of the year or on a certain date. 

I talk about the need for corporate social responsibility often, however, when it comes to the media, this market is becoming saturated so you need to look at alternative ways to gain exposure for your clients. I have turned to blogs and online newsletters where I know I have a decent story to tell for my client, but at the same time know that I’m almost certainly wasting my time and my client’s money when it comes to the daily newspaper. 

I’d also consider, in this day of 24-hour news, how your story will play out online – including social media – and at what time of day you might want to release it to the media – if you know they will want to run with it a.s.a.p. 

Also, do you want to provide an exclusive to ensure coverage versus a blanket approach?  This may not gain the exposure you were hoping for. 

And finally, if you’re approaching an editor or journalist make sure you can quickly and easily provide them with a synopsis of the story and/or the who, what, when, where, why and how. Oh, and don’t pitch to them as they are approaching deadline wait until they have time to listen to your idea. 

Ten tips for social media managers

If you’re the one in the public relations department, or business, tasked with creating and curating content for your online activity – on a daily basis – we know it’s tough at times. Coming up with new content when you’re between campaigns, or there’s a lack of inspiration, can cause the equivalent of writer's block. So, here are a few tips to help get you started – or keep you moving in the right direction when it comes to creating and curating content for social media. 

1.    Follow daily themes. What’s trending? Who’s #s are getting noticed? Are there any world events you can piggyback on? Look to others for inspiration.

2.    Can you use daily #s to your advantage? #ThrowbackThursday or #TriviaTuesday, for example. 

3.    Mark unusual holidays. There are a plethora of daily holidays out there (and easy info to access on the internet) from doughnut day to black cat day. Use these to your advantage – especially when fun or relevant to your business or cause. 

4.    Ask questions of your audience – make sure they are engaging – and one thing social media marketers often forget is to a) tell people why you are asking the question and b) follow up and let your audience know the outcome/response. 

5.    I say this to all our clients ‘people are inherently nosey’ they want to know what goes on behind the scenes of your organization – and they want to learn about the people running it. I think it’s important for your employees or volunteers to build a relationship with your audience, customers or clients, on and offline. So why not profile an employee or volunteer once a month? 

6.    Share news about your local community and what’s going on in it. I always say ‘It’s nice to be nice’ so why not share upcoming events in your local area and give a shout out to the charities or non-profits working to improve the lives of the people who may be the friends or family of your employees or customers? 

7.    Share links to updates on your website or blog. This is a great way to improve your SEO and curate untapped content. It’s good to remind your audience of the places they can find more info about you – your website and alternate social media channels are right there and waiting for you. 

8.    If you are REALLY struggling here’s an easy go to. There’s no reason you can’t revisit and share an old post! If the subject or topic is still relevant then what harm is there in reminding people of the post that already exists. I’m not saying this should be your everyday fallback. However, on the odd occasion when you have a million things going on and you’ve got to social something out – go for it. 

9.    If you’ve got a big event approaching what about a weekly countdown? Or, if you’re fundraising, what about a weekly, or daily, count? When people are contributing to an event or cause they like to remain informed. When the head coach of the Springfield Jr Blues was raising funds for the ‘Men Making Strides’ campaign to raise funds for breast cancer during October we asked each of his team’s players (during the countdown to the end of the month/fundraising goal) to tell us why they were supporting their coach and wanted to help beat cancer. The posts did exceptionally well because people related to the players and their own stories of cancer. 

10.    Share news with your audience. I get most of my news from the internet and I’d say 50% to 75% of that through social media. If you’re competing in a busy marketplace – and you can’t afford paid content, advertising or boosting, share valuable, relevant and FREE information with your audience. Look to the news for inspiration – is there a journalist or reporter that you follow because they are industry relatable – will your audience gain from this info also? There is always something interesting, funny, quirky out there in the news to share. 

Ten tips for content creation

There’s no doubt that I’ve blogged about content creation previously. However, it’s such an important subject, when it comes to public relations I believe it’s worth revisiting. 
I am of the opinion that a key role for PR professionals these days is content creation. We’ve always created content, but I feel more so now than ever before. 

So often clients say to me ‘I don’t have the time to write blogs, press releases, or social media posts.’ Well, as content creators, that’s what we do. I can knock out a Gem PR & Media blog in 20 minutes. Admittedly I’ve been writing thousands of words a week for more than at decade so as long as I know what I want to say it’s pretty simple. Yes, when I have to research or write about something new, it takes longer. But when I’ve switched into writing mode and I have a list of blogs, posts, or press releases that need writing – I’m raring to go. 

I believe the content creation services that we offer clients are of great value because we have access to information from newsfeeds, third party bloggers, journals etc., we can commit the time we need to getting an article or blog written and have the writing skills; punctuation, grammar, and syntax to boot. 

I don’t mind that my role moves between consulting with clients on their campaigns to creating the content for them – it’s actually the best part of what we do. So, I say, bring it on. 
However, for those of you creating your own content, here are a few tips: 

1.    Always keep your target audience in mind
2.    Don’t waffle – get to the point
3.    Blogs don’t need to be 1000s of words long – 300 words is sufficient
4.    It sounds obvious, but always include a beginning, middle, and end
5.    Cover the Who, What, When, Where, Why and How
6.    Use key terms for online content
7.    Writing a headline for a newspaper article is different to writing one for online content – make sure you grasp the difference
8.    Include links to your website, social media platforms and/or your email
9.    If you’re including quotes from the company owner, CEO or manager, for example, make sure you introduce him or her
10.    Make your content interesting, relevant, and timely