Erica Fetherston Promoted to Vice President at 10 to 1 Public Relations
Scottsdale-based strategic communications firm 10 to 1 Public Relations announced the promotion of Erica Fetherston to Vice President.
Fetherston first joined 10 to 1 Public Relations in 2018 as a PR Executive and has been repeatedly promoted due to her talent in creating and executing strategic communications plans and PR campaigns that deliver results for clients in various industries. She also plays a key role in developing and implementing policies and procedures to optimize efficiencies for the growing firm and inspiring and mentoring her co-workers. Most recently, she held the title of Director.
“Erica’s talent is on display every day generating results for our clients and serving as a mentor and role model for other members of our team,” said Josh Weiss, President and Founder of 10 to 1 Public Relations. “Erica has played a direct role in our firm’s growth and success in recent several years and we’re excited for her leadership within our company to continue in the years to come.”
Fetherston also currently serves as Immediate Past President of the local Public Relations Society of America chapter, and is one of a dozen international members of the current IPREX Emerging Leaders Academy. 10 to 1 Public Relations has experienced exceptional growth in the last five years, nearly tripling its client list and quadrupling its staff. The firm has seen demand from businesses and organizations in various industries due to its consistent success in generating thousands of media features and bolstering the reputations of its clients year after year. 10 to 1 Public Relations works with clients in various industries, including finance, health and wellness, professional services, real estate, manufacturing, construction, technology, transportation, government service, nonprofit, and others.
10 to 1 Public Relations Named PR Agency of the Year in International Competition
Also Wins Top Award in Crisis Management Category
Scottsdale-based strategic communications firm 10 to 1 Public Relations was recognized by the 2023 Bulldog PR Awards, the only international PR awards program judged exclusively by journalists, as the Midsize Agency of the Year. 10 to 1 PR was also awarded the top recognition in the Best Crisis Management category.
“We saw so many excellent examples of PR pros elevating their clients’ messages and using their platforms for good. I think more than anything, they showed the true value of a PR practitioner,” said Christopher Elliott, author, consumer advocate, nationally syndicated columnist, and veteran Bulldog PR Awards judge, in the 2023 Bulldog PR Awards press release.
“These awards are special to our firm because they are judged by the people that we work with every day: journalists from across the country. As a traditional public relations firm focused on protecting and elevating the reputations of our clients, we thank the Bulldog PR Awards for honoring our team’s work over the last year.”
Josh Weiss, President and Founder of 10 to 1 Public Relations.
Bulldog Reporter has been providing news, best practices, and insights to PR and communications professionals since 1980. Filled with insights on topics critical to PR pros and communicators, including media relations, crisis communications, influencer marketing, and more, the Bulldog Reporter email newsletter offers compelling and relevant articles, plus timely updates about journalist moves and agency news.
10 to 1 PR Wins American Marketing Association Award for National PR Campaign
By Laura Slawny, Vice President at 10 to 1 PR
One of our greatest joys comes from winning awards for our clients. While some individuals shun the spotlight, we believe awards can have a powerful impact in boosting brand recognition, building reputation, and instilling trust with customers and business partners. We also love that it gives us a chance to share stories about inspirational people that have a genuine impact on their communities.
Recently, we won a prestigious award from the American Marketing Association – Phoenix Chapter in the national PR campaign category for building brand awareness and industry recognition for electrical contractor Rosendin. Over the last year, we were honored to share their favorite stories which helped Rosendin increase brand awareness, community engagement, and talent recruitment.
Our PR efforts aimed to position Rosendin as an industry leader and innovator, prioritizing brand visibility through nearly 500 media placements and interviews. These efforts highlighted Rosendin’s people and projects, establishing them as a trusted source of expertise and an incredible place to work. We amplified their commitment to corporate social responsibility through volunteer projects, fundraisers, and donations in the communities throughout the U.S. We also highlighted Rosendin’s commitment to providing a safe, inclusive, and caring workplace focused on developing individuals by profiling team members, career paths, and Rosendin’s commitment to safety at all costs.
A snapshot of some of our PR campaign results:
26 interviews with local and industry media throughout the county
126 features for Rosendin’s completed projects companywide
78 stories highlighting Rosendin’s local community events designed to increase recruitment
We value every interview, every article, and every opportunity we secured for our client. But most of all, we value our trusted relationship with Rosendin’s marketing team. This incredibly talented group helps us navigate the complexities of the industry, providing guidance and grace so we can be our best.
Winning prestigious awards highlights the power of industry recognition and has a positive impact on business. But this statue from the AMA shines brightly because it reflects the stars on 10 to 1 PR’s dedicated team and the bond they have built with our friends at Rosendin.
We thank them all and could not be here today without them.
How to Leverage Community Outreach Initiatives for Positive Brand Awareness
Written by Annie Appleton, PR Executive at 10 to 1 Public Relations
Corporate social responsibility, such as community outreach and charitable work from a business, has long been a tool used by public relations professionals to help bolster an organization’s reputation. There are a lot more benefits that can come from performing community outreach projects other than being a positive story to feed to the media. We’ll run through some of those benefits, plus how to turn a community outreach initiative into a PR win.
Why Community Outreach Matters
Performing community outreach is a great building block for positive brand reputation and recognition. Having strong community outreach initiatives also helps build trust between the business and the community. It shows that the business cares about its community and the people in it, thus helping to create a more loyal customer base. This also reigns true internally for the business or organization.
We are seeing more and more from both an external and internal standpoint that people care about what values a business stands on. People are choosing where to work and shop in businesses that align with their own core beliefs. With the rise of social media, audiences can determine by one post if they will support a business or not.
How to Identify Relevant and Timely Causes
The first thing we look at when start to think about a community outreach initiative is the calendar. We review what holidays are coming up, what time of year it is, and what is timely. For example, in June, a community outreach effort could be centered around Father’s Day, Pride Month, or summertime.
The next thing to consider is the who, what, and why:
Who in the community needs help
What are we going to do to help
Why we chose this particular problem to solve
Finding a cause or organization that is relevant to your business is a good place to start when it comes to deciding the “who.” Here in Phoenix, AZ, it gets hot in the summer. For those who haven’t experienced it, imagine walking into an outdoor wood-fired pizza oven. It is like that, only hotter, from May – October. Homelessness is a big issue here, caused in part by not enough affordable housing and an unstable economy. Here is why the who, what, and why come into play:
Who: People with little to no access to shelter from the heat
What: We will host a water drive by donating cases of water to an organization
Why: According to reports at least 130 people experiencing homelessness died from heat-related deaths in 2021
Getting PR Recognition for Your Community Support
Once you have identified your cause and how you are going to help, there are several things you can do to leverage the work you are doing for positive public relations. Consider:
Creating an event around your community outreach project.
Make sure to take photos with your company’s logo visible
Invite the media to your event and offer interviews about the cause
Send a post-event story (along with your photos) to the media
Add how your company practices corporate social responsibility to the company website
Post your photos and community outreach projects on social media
The Big Picture: Impacting the Community
Most importantly, community involvement helps the community at large. When performing acts of service there are real people in real need that are the most important beneficiaries. Think about a back-to-school supply drive. Those who benefit the most will be the teachers that often have to buy supplies for their classrooms out of their own pockets, and the children who will have the supplies they need to learn. That should always be the main focus of a community outreach project, not how it benefits the business doing the service, but how it benefits the community.
The internal benefits of community involvement are vast. These programs and projects are wonderful for team building and unifying employees. They get the whole team to work on one goal – helping others. It can help raise employees’ morale as well. If employees are given a voice on what projects and issues are important to them, it can leave them feeling not only more professionally fulfilled but also fulfilled on a personal level. Many businesses and organizations choose to schedule volunteer days where, instead of going to work, they volunteer at an organization for the day. This gives the employee more control to choose a cause close to their heart.
Taking part in community outreach programs is a wonderful way to practice corporate social responsibility. Community outreach can help to build brand recognition and reputation, foster trust with customers and the community, and bring a team closer together. But when we look at the bigger picture practicing corporate social responsibility by helping the community around us is invaluable to the community and the individuals that are at the receiving end.
We should all try to leave the world a little better than when we arrived. Companies are no exception. There is so much good that can be done in the world, so many people that could use a helping hand, and not enough people that are willing to extend that helping hand. I encourage you to go out and be involved in your communities, and strive to be the good in the world, you will be surprised how even the smallest of things can make an enormous difference in the lives of others.
As a firm focused on creating the highest caliber PR campaigns and results for our clients, it’s especially rewarding when independent third-party organizations recognize our strategy creation and implementation efforts as among the best they’ve seen compared to our industry peers. I’m most proud that these three Hermes Creative Awards recognize our team’s hard work and dedication to serving our clients’ needs and achieving their goals.
Josh Weiss, Founder and President of 10 to 1 Public Relations
Here’s a recap of the winning campaigns that were recognized:
Platinum Winner: “Establishing Worzalla as a Top Local Employer” – Strategic Campaigns/PR Communications/PR
Worzalla, a leading book printer, enlisted the agency’s help to strengthen its employer brand and attract top talent. Through a comprehensive PR strategy, 10 to 1 Public Relations crafted a compelling narrative that highlighted Worzalla’s positive work environment, employee benefits, and commitment to the local community. The campaign’s success in enhancing Worzalla’s reputation as a desirable employer contributed to its well-deserved recognition.
Faced with the challenge of introducing a groundbreaking product, Intel turned to 10 to 1 Public Relations to devise a PR campaign that would captivate local audiences in Arizona. 10 to 1 Public Relations orchestrated an unforgettable experience that showcased Intel’s revolutionary technology. The campaign’s exceptional execution and ability to generate excitement surrounding the announcement made it a resounding success.
Risas, a prominent dental company, faced a reputational challenge that required expert handling. 10 to 1 Public Relations devised a comprehensive PR campaign focused on transparency, proactive communication, and stakeholder engagement. Through strategic messaging and meticulous crisis management, 10 to 1 Public Relations successfully safeguarded Risas’ reputation, earning the admiration of both industry experts and the public.
10 to 1 Public Relations adds these Hermes awards to its extensive roster of awards recognizing the firm’s outstanding work over the last decade.
What’s Next in Public Relations: Four Takeaways from the PRSA Western District Conference
By: Erica Fetherston, Director, 10 to 1 Public Relations
The PRSA Western District Conference is an annual opportunity for public relations professionals from across the West to gather and discuss opportunities, trends, and challenges within the industry. With this year’s event in Tucson, it was just a short trip down I-10 to immerse myself in everything PR for a few days.
While there were some incredibly impactful and thought-provoking sessions throughout the conference, there are several key points that stick out to me now that I’ve been back to work for a few days. Here are four things that I’ve been thinking about:
1. AI will have a huge impact, but we aren’t sure how yet
Everyone is talking about ChatGPT and how it will change the public relations industry forever. We all agree there will be a huge impact as we learn how to leverage this new technology, but there are some major warnings to keep in mind. AI can be a useful tool to spark creativity or help with brainstorming, but it should not be trusted to create original written content that is completely factual and free of bias. Public relations professionals should not fear the integration of AI into our daily lives, as its rise will make our jobs as strategic advisors and critical thinkers will become all the more significant for our clients and organizations. If organizations are going to integrate it into their use, however, they should create clear policies to dictate how it should and can be used.
2. Understanding and checking biases is constant work
As strategic communicators, it is our daily role to ensure that the messages we are distributing and the language we use avoid bias. Everyone has biases, no matter their experience or background, so the first step is understanding and recognizing what biases we may possess ourselves. Then, we must constantly review our own work and messaging to ensure that our biases do not have a negative impact on our intended goals. One tool we learned about was ‘asset framing,’ or defining by assets rather than deficits, problems, or challenges. Additionally, if we aim to communicate with a specific audience or group that we do not belong to or have experience with, it is recommended to reach out to that group to confirm what kind of language they prefer. This can be helpful as language and preferences are constantly changing, so it is always better to get those confirmations than to make assumptions.
3. Thought leaders are leveraging LinkedIn more and more
LinkedIn isn’t just for entry-level job seekers. There are millions of senior-level executives in every imaginable industry on the platform. Increasingly, these executives are using LinkedIn more frequently as part of their thought leadership strategy. They use the platform to share news and insights while engaging with their network to solidify their reputation as a thought leader in the industry. If a robust LinkedIn strategy is not part of your thought leadership campaign, it should be!
4. Measuring the impact of PR continues to be a challenge
All public relations professionals know the challenge of reporting the impact of public relations wins and campaigns. We may secure an amazing earned media feature in a top-tier outlet for our client or organization, but what is the measurable outcome that we can report? The answer seems to be that it depends on what metrics matter most, and what metrics are achievable. There may not be a one-size-fits-all solution, as measuring impact changes from campaign to campaign or client to client based on the underlying goals. It is important to ask: What metrics matter? What metrics/data do we have access to?
Many things may change but one thing will be true: Public relations professionals are often at the forefront of periods of transition and innovation due to the nature of our roles and responsibilities. Having to create and execute strategic communications around a global pandemic, social justice movements, an up-and-down economy, and so much more has prepared us to be some of the most adaptable and resilient pros out there. Opportunities like the PRSA Western District Conference only help us stay further ahead of the curve so we can deliver the best possible services to our clients and organizations.
Written by Katie Geraghty, PR Executive at 10 to 1 Public Relations
It feels like each day in our calendar year has been deemed a holiday in some capacity, allowing a perfect opportunity for your company to capitalize. Whether it be celebrating Veterans Day or Talk Like Shakespeare Day, holidays come in all forms each with its own potential audiences.
Identifying and amplifying holidays that relate to your organization’s mission or values allow for meaningful, relevant, and strategic media opportunities. As media relations experts, holidays of any kind give our team an opportunity to showcase clients through local promotions or events. Planning and executing these media campaigns keeps our creative juices flowing while gaining positive, local media attention for our clients.
Try it for yourself, here are 5 tips for your next holiday-based media stunt:
1. Identify campaign goals
Identifying the solid goals of the campaign as well as the target audiences are the key first steps to planning a successful campaign. Meeting with your team and all involved to clearly identify the goal for the holiday campaign is essential to its success. What’s that overused saying, ‘Rome wasn’t built in a day’. Go ahead and apply that logic here. Laying a solid foundation will allow you to reach new heights, heights being audiences of course.
2. Research, research, research
Investing quality time into understanding what the holiday represents is essential to avoiding any PR blunders. Identifying the true meaning of the holiday will better allow creativity to flow throughout the process of developing the holiday event.
After identifying an appropriate holiday to center a media event around, it’s important to identify how this ties directly to your client’s business goals and PR strategy. The final component of researching for the event involves identifying the appropriate markets and audiences, without the appropriate targets, the event will carry less impact and relevance!
Working together with your team to identify a few tie-ins to the holiday provides a great springboard to create better, more relevant ideas. In a creative field such as PR, we see the benefits of collaborating every day.
Bringing together a diverse team for a brainstorming session can be extremely helpful to hear various perspectives and develop an idea everyone can support.
4. Plan every detail
For every media event you coordinate, planning is truly at the core of ensuring the success of a campaign. Establishing clear timelines, deliverables, and roles will allow everyone involved to feel much more relaxed and comfortable throughout the process.
Nailing down the nitty gritty ahead of time will relieve stress points. We recommend working with your team to identify potential roadblocks and develop solutions ahead of time, so everyone feels prepared.
5. Evaluate the Results
Execution is a direct result of your planning efforts, but you’ll need to be flexible in case something doesn’t work as expected. Each event is a great opportunity to learn about the needs of the media and community, so allow yourself to be present and observant!
Taking the time to reflect on the event directly after will allow your team to better understand the successes and identify any missed opportunities. Reflecting, adjusting, and implementing these ideas will make your next event even easier.
If you ever need help, the team at 10 to 1 PR would love to help!
How to Better Personalize Your Story Pitch for Media
By Madeleine Williamson, PR Coordinator at 10 to 1 PR
From an outsider’s perspective, pitching the media to cover a story may seem easy. After all, anyone can email a reporter information about a story. Right? However, only 8% of stories pitched to reporters make it to publication. In the public relations industry, it can be argued that pitching the media is one of the hardest tasks to do.
Public relations professionals specialize in pitching. One strategy PR pros use to help their pitches make it to publication is building relationships with reporters. Building relationships with reporters benefits PR efforts in the long run and ultimately leads to successful storytelling for both the client and the media.
So, how do public relations professionals build a relationship with a reporter? The first step is to better personalize your pitch. Personalizing a pitch for a reporter makes the story more likely to run while also building a relationship that will increase the likelihood that future stories will run, too.
Here are 5 tips on how to better personalize your pitch:
Do your research
You can’t pitch unless you know who you are pitching, and you certainly can’t personalize a pitch without learning about the reporter. Decide who you want to pitch your story to and why. Ask yourself the question: why would my pitch be relevant to this reporter? After you’ve decided that the pitch is relevant, then get a grasp on who the reporter is. This is what will help you to better personalize your pitch later. What topics do they cover most? How long have they been reporting on that industry? Do they write quick summaries or long articles that require weeks of research? Find out as much information about the reporter and their style of writing as you can.
Recognize media complaints about pitches
Be aware of past complaints or requests from reporters you may be targeting. Common complaints from reporters include frustrations with the lack of imagery in pitches, or receiving irrelevant story topics when on tight deadlines. Make sure you are listening to these complaints and adapt your pitch accordingly. In fact, the next time you pitch that reporter, say that you remember them mentioning they are on a tight deadline and ask what more you can do to help, include photos in the original pitch, or give a specific example of how your pitch relates to the topic they report on.
Personalize the subject line
The subject line of any pitch is key to getting your pitch read. Reporters have to want to open your email. Luckily, personalizing the subject line of your pitch doesn’t have to be difficult. Remember, personalizing a pitch means making the reporter feel that you specifically chose to pitch to them. More personalized subject lines could reference past work done by the reporter, or specific sections the reporter covers in the publication they work for.
Reference social media
Social Media is a great tool to use when trying to personalize a pitch. Mention that you follow the reporter on Twitter and saw their tweet about a certain topic. Point out that you and the reporter are alumni from the same university if it’s listed in their bio. Most reporters appreciate when people engage with their content on social media. Showing a reporter that you see the work they are doing and care enough to reference a post will help your pitch stand out.
Keep in touch
Personalizing a pitch doesn’t stop once the pitch is sent. To keep in touch with the reporter and to continue to build a connection, follow-up is required. Thank the reporter for their hard work, ask the reporter if they are looking for any other story topics, or tell the reporter you read their story and enjoyed it. Just be sure that if you are sending a follow-up to the pitch it has a purpose. There is a difference between keeping in touch and bothering a reporter.
Remember that building relationships with reporters by personalizing pitches will take time. Nothing happens overnight. Feel inspired to try some of these tips and see what works for you. Who knows, you might begin the start of a great new connection.