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!
3. Collaborate
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.
“It’s not bragging if you can back it up.” This Muhammad Ali quote is excellent, but for a company, it only goes so far. For a company it’s better if someone else says you’re good, compared to saying it about yourself. It means even more when someone says nice things about you when you’re not in the room when it’s said!
Testimonials from existing customers are a fantastic source of third-party credibility to potential new customers but have little effect on current customers, existing staff, or potential new hires. In comparison, awards provide excellent third-party credibility to all your target audiences.
Here are some tips and tricks to improving your odds of winning more awards.
Open Your Options.
You don’t need to win the Nobel Prize. There are a lot of award opportunities, from local community groups, media organization-sponsored awards, industry association awards, and internet award-centered companies. Your gain a lot more credibility among potential customers when listing several lesser-known award logos on your website vs one highly recognized, big-name award logo.
Answer Every Question in the Nomination Form.
In the early rounds, it’s about points, not prose. Award judges are counting points to help identify the finalists and winners. Make sure you get every point.
When looking at the nomination questions, the judges tell you exactly what they want you to tell them. For example, many awards for individuals ask in the first question that you share the person’s name, title, age, City where they live (and sometimes where they were born), and where they attended school. A lot of people to save time just cut and paste the person’s bio in this section- but they fail to realize there are five specific questions that need to be answered, and leaving one item out (for example, the age of the person), you automatically lose a point.
Have an Internal Judge Review Your Work before Submitting it.
Have a co-worker review your planned submission, but have them literally check off each question you answered. Using the example above one again, have the co-worker check off in the question each requirement (age, City, etc.). If anything is left unchecked, add it to the final answer before submitting. Again, you’re going for points, not prose.
Examples Matter.
Often in a nomination, they ask for specific examples demonstrating your excellence. Be descriptive in your answer and try to share a more unique story or result. Adding some color to an example makes it more award-worthy.
For example, saying bought lunch for employees or created a newsletter is nice, but not that interesting. Instead say how the lunch was a potluck or themed where you had people vote on which homemade salsa was the best. Talk about what sections are in your newsletter, including any “personality sections” like a recipe or that you highlight individual employee milestones like work anniversaries, births, etc.
Improve Your Chances by Meeting the Award Presenter’s Expectations.
Different award presenters have a goal in mind for holding the contest. A local organization like a Chamber of Commerce may host annual awards to support a yearly event that raises needed funds for the organization. They’re counting on finalists to buy tables for the event, and to encourage others to pay to attend as well. If your organization grows a reputation for buying tables for awards events, other award organizers may notice. While it won’t guarantee you a win, if there’s a tie or close vote in choosing the final finalist, it can make a difference to judges and organizers if they know they can count on you to buy a table vs the other potential finalist where they can’t count on the extra dollars.
Look at the Award Schedules.
Many awards list their full timelines. This includes early submission deadlines for reduced entry fees to late submission fees.
Many local organizations also include dates for interviews of finalists and the awards event. Make sure the schedule works for your key participants. Don’t nominate your CEO for a CEO of the Year award if she won’t be available to participate in interviews or will not be able to attend the awards event to accept her prize. Local awards groups expect top leadership participation, and if they think you won’t be participating they’ll disqualify you for someone else that they think cares more about winning.
Spend Your Money Wisely- Part 1.
Some award submissions cost money just to apply. An example would be the Inc 5000 list. Before submitting, do the math. That award list is completely based on numbers, based on the percentage of growth over the last three years. Do the math and see where you’d place on last year’s announced list had you submitted. Will you still make the list at all? Would you place in the top 500, or be listed lower in the 4000s? This might influence if you should pay the money to make the list.
Spend Your Money Wisely- Part 2.
If you do win, will you be buying a statue/plaque to hang in your office? There’s often a cost for that physical award. Factor this cost when deciding if you want to submit your nomination, as the awards are sometimes more expensive than the entry fee. You may also want to look up what the award looks like, as this might factor in if you want to display it.
Being a Finalist Is A Win.
If you’re named a finalist or honorable mention, consider that a win! As soon as they name the finalists, put out a company press release and promote the award to the public and your employees. Add it to your website, and treat it as a win. Don’t wait for the reception announcing the top winner to start talking up your success. If you do ultimately win the top award, you get to put out another press release. If you came in third, you don’t need to say anything because you already put out the announcement a few weeks earlier announcing yourself as a finalist.
No-Name Awards Have Benefits too.
There are a lot of online awards companies where their entire business is to run their own awards contests. They have hundreds of categories, and their goal is to give out as many awards as possible because it encourages future nominations (with their entry fees). They sell the statues/awards on the back end so the more awards they give out, the more money they can potentially get. Some of these “lesser known” awards end up having the most visually interesting statues. While these awards may not be as newsworthy or as attention-grabbing to potential customers who look at your website, it’s still impressive. Especially when the more visually interesting statues are visible in your office to visitors.
Embrace Not Winning the Top Prize.
Sometimes it’s better not to be the top winner. If you’re the top winner, there is often a 5-year ban on you from applying again for that award. Alternatively, if you’re a finalist, you can apply again next year. From a PR perspective, it’s better to be a finalist for a year or two before winning. Not only do you get to add numerous logos to your website, but you also get to stretch your excellence over a few years instead of a one-time-only announcement.
Reuse What Your Learn.
Keep the answers you create for different award submissions. Often these narratives work for future submissions too, or at a minimum might provide additional details and ideas for other story opportunities. Similarly, pull from past press releases or articles from key executives to create your submission answers or to identify interesting examples to include in your application.
In conclusion, rather than bragging or selling yourself, let awards serve as proof that you really are good. Awards are an excellent way to highlight your company, as well as individual leaders where it doesn’t come across as biased or self-serving. Since it’s often time consuming to submit nominations, the key is being strategic to improve your odds of winning.
City of Scottsdale Proclamation Makes October 1 (10/1/22) 10 to 1 Public Relations Day
Scottsdale, Arizona (September 29, 2022) – Scottsdale-based strategic communications firm 10 to 1 Public Relations was honored to learn that City of Scottsdale Mayor David Ortega signed a proclamation naming October 1, 2022 (10/1/22) as 10 to 1 Public Relations Day. The recognition comes as 10 to 1 Public Relations celebrates its 10th anniversary.
10 to 1 PR President and Founder Josh Weiss in the company’s Scottsdale office
“While 10 to 1 Public Relations represents companies across the U.S. and the world, we’ve always proudly called Scottsdale our home,” said Josh Weiss, President and Founder of 10 to 1 Public Relations. “For Mayor Ortega and the City to recognize our 10th anniversary with this proclamation means a lot as it recognizes not only our growth but also our commitment to our community.”
Founded in Scottsdale in 2012, 10 to 1 Public Relations has grown from a solo practice to a team of a dozen full-time employees. The company recently moved into its fourth Scottsdale office, necessitated by the company’s continued growth, even through the duration of the coronavirus pandemic.
10 to 1 Public Relations has won various awards in recent years including several PR Agency of the Year awards from International, national and local organizations. It is the 2021 winner of the Better Business Bureau’s Torch Award for Ethics, and the 2019 honoree for the Scottsdale Chamber of Commerce’s Sterling Award. Clients include Intel, Rosendin, Plexus Worldwide, FirstBank, Runbeck Election Services, SFE, Risas Dental and Braces, Worzalla, Air Pros USA, and others.
Text of Proclamation:
Whereas 10 to 1 Public Relations was proudly founded in Scottsdale, Arizona in 2012 and is now celebrating its 10th anniversary; and
Whereas 10 to 1 Public Relations’ founder and several of its staff have been active participants in Scottsdale commissions, board and organizations including the Scottsdale Transportation Commission, Scottsdale Leadership, the Greater Scottsdale Chamber of Commerce, the Scottsdale Railroad and Mechanical Society benefiting Scottsdale’s award-winning McCormick Stillman Railroad Park, Partners for Paiute Neighborhood Center and more; and
Whereas 10 to 1 Public Relations has successfully encouraged several of its locally based clients to become active participants in Scottsdale organizations and charitable causes; and
Whereas 10 to 1 Public Relations has earned numerous international, national, statewide and local awards including as PR Agency of the Year, the Scottsdale Chamber Sterling Award in 2019 and the Better Business Bureau’s 2021 Torch Award for Ethics; and
Whereas the City of Scottsdale recognizes the contributions and civic pride that 10 to 1 Public Relations has in this community,
Now, Therefore, I, David Ortega, Mayor of the City of Scottsdale, Arizona, do hereby proclaim October 1, 2022, as 10 to 1 Public Relations Day
About 10 to 1 Public Relations
For nearly a decade 10 to 1 Public Relations (10 to 1 PR) has been offering public relations services that are targeted, compelling, and achieve our clients’ goals. 10 to 1 PR’s creative plans and messages are distinctive and memorable with original, highly relevant approaches to storytelling that break through the noise and grab the attention of media outlets and target audiences. 10 to 1 PR offers a variety of services including media relations, product launches, crisis communication management, awards submissions, trade show media, and more. Learn more about 10 to 1 PR’s extensive services and success stories at 10to1pr.com.
Written by Tristan Chavez, PR Coordinator, 10 to 1 Public Relations
Public relations is storytelling. Sure, there are technical definitions that capture everything that public relations (PR) is – but at its core, PR is just telling stories about companies and their people. Storytelling is an art. Good storytellers can elicit the imagination of their listeners, inspire others to make a positive change, and can shape the way people interpret the world. There is a powerful influence that good storytellers hold, and no one was more influential in his craft than Vin Scully.
Vin’s Legacy in Baseball
Vin Scully was a long-time sports broadcaster, most known for his 67 years of calling Los Angeles Dodgers baseball games dating back to 1950. Vin had a way of calling games that brought baseball to a different level. Watching the Dodgers wasn’t as simple as just watching a baseball game. When Vin was in the booth, he was in the game and in the moment. It was a shared experience between him and the fans. Not many people get to experience what it’s like to play in Major League Baseball, but Vin had a special talent that brought fans into the game.
Over his long, hall-of-fame career, Vin had a plethora of legendary calls. On plays that would already be engraved into baseball history, Vin could take that moment and make it iconic. His use of metaphors and puns, the way his words would flow, and his ability to tell a story entangled within the game combined with a strategic use of silence that would allow fans to feel the excitement of the crowd made some of the best moments in baseball history.
I grew up in southern California, in a classic Dodgers, Lakers, and Raiders fan house. Hearing Vin Scully call baseball games was almost part of our daily routine. Without even realizing it, Vin would play a part in what I would aspire to be and make an impact on how I write stories in my career.
I knew early on that I wanted to be a professional communicator. Although, I spent a long time trying to figure out how exactly I would fit into the communications world. Of course, I would eventually find myself in organizational communications and public relations, I did consider broadcasting and journalism in hopes to tell stories the way Vin did. After listening to him call games day after day, I was able to pick up on some things that I hope to use in my professional career.
What Communicators Can Learn from Vin
There is a lesson that public relations professionals (PR Pros), and anyone who writes for that matter, can learn from Vin Scully. In the same way that he spoke in the booth, writers can share experiences, not just stories, with their readers. PR Pros can show empathy in their writing, connecting with their audience rather than just giving them information.
Of course, everyone remembers the iconic calls Scully had in his long career, but it was his ability to take an otherwise boring game on a random day and turn it into something worth watching that made him special. Likewise, PR Pros can take an everyday story and turn it into something exceptional. Consider different angles in your stories and how they might fit in with relevant topics. Be creative and think about how a regular news release might have a fun twist to it.
There will never be another Vin Scully. His impact on baseball and its community will live on forever. His storytelling was unmatched and his way of bringing fans into the game was indescribable.
There may never be another Vin Scully, but the next great storyteller might just come from the lessons he left us.
Honorable Mentions
There are too many iconic Vin Scully calls to include them all in an article. There are plenty of articles that cover Scully’s calls of some of baseball’s greatest plays, although none of them cover some of his best stories told throughout games. Here are some of my favorites.
by Mayra Vasquez Chavez, PR Executive at 10 to 1 PR
Let’s play a quick game of two truths and a lie:
I was the first person in my family to go to college
I have been in the same room as First Lady of the United States, Dr. Jill Biden
I helped secure over 50 local broadcast and print features for one announcement in under 48 hours
Could you guess the lie? I’m sure you’ll get it by the end of your reading.
Since joining 10 to 1 PR just over one year ago, I’ve gotten to support or lead campaigns that make a positive impact on our clients across the country. Seeing the results has always been my favorite part of the job. I knew it was going to be no different when Intel and Maricopa County Community Colleges District partnered together to build a skilled, diverse workforce through their new semiconductor manufacturing Quick Start program at Mesa Community College. Through the accelerated program, students are prepared with important career-ready skills in two weeks.
I felt especially connected to this project because I’ve experienced the benefits of community college firsthand. When I was in first grade, I got to see my older sister walk across the stage and get her diploma. She was the first person in my family to earn a bachelor’s degree because community college made it possible for her to get there. I even sacrificed my summers during high school to take classes at Chandler Gilbert Community College and earn credit through a scholarship program so it would also be possible for me to earn my bachelor’s degree. Community colleges deserve more credit (no pun intended) for their affordability and accessibility.
During our previous meetings it was decided that the press release announcing the program would be ready for distribution in late March. But suddenly late Friday afternoon, we learned the process had to be rushed through because an extremely special guest came into the mix. Here’s a hint: She’s the most famous community college professor and married to the President of the United States of America.
Although I always feel confident in my talent and writing skills, I would be lying if I said I was not absolutely terrified of sharing my draft with Intel and MCCCD which would also be reviewed by the press team at the White House.
Before the White House sent their formal invitation to media later in the night, I was tasked with calling every station in Arizona and highly recommending that they should set aside a crew for Monday afternoon for an event they would not want to miss… without revealing exactly what or who that was. Saturday was filled with editing the release and getting closer to a final version to be distributed on Monday after the event. I also got to attend a meeting working through the logistics on Sunday. Because of the late weekend notice, I called stations again Sunday morning to ensure they did not miss this incredible opportunity. I also worked closely with other PR teams to assist with media who wanted to RSVP after the deadline or did not receive the information they need to get to attend.
When the day of the event finally arrived, I was tasked with helping check in media and continue editing the draft. Finally, after numerous versions we had our finished product hours before the distribution was set to happen. Lastly, I got to witness Jill Biden’s empowering speech and hear Intel’s Quick Start program be announced to the world live before finally distributing the release and images moments after.
If you told me a year ago that I would write a press release for one of the biggest companies in the world, I would not believe you. If you told me a year ago that I would be in the same room as the First Lady of the United States promoting her involvement at a media event I helped coordinate, I would also not believe you. But after March 7th, I can now say that both statements are indeed true and the experience was incredible.
A Passion for Storytelling: Michelle Bolden of 10 to 1 PR
In this series, we flip the script and put 10 to 1 PR team members in the interview seat. Get to know Michelle Bolden, PR Coordinator at 10 to 1 PR:
Tell us a little about yourself.
I recently graduated from Arizona State University with my BA in Communication. Creative expression is my safe space so naturally I’ve always loved writing and storytelling. Some of my passions are music, health and wellness, and trying new things.
What song would you sing during karaoke?
Emotions by Mariah Carey
What is your favorite way to spend a day off?
I’m a self care enthusiast so I would say doing activities that make me feel happy and recharged like practicing yoga, spending time in nature, reading, and listening to music.
Public Relations Coordinator or Senior PR Coordinator
Are you someone who likes to tell stories? Do you want to develop your talent while making an immediate impact as part of a team? Interested in growing your career at a rapidly expanding PR firm? Then we need you on the 10 to 1 Public Relations team!
10 to 1 Public Relations is an award-winning traditional PR firm that works with interesting and diverse clients from across the globe. We have a “No Jerks” policy which refers to both co-workers and clients and we believe in a “no drama” office.
10 to 1 Public Relations has grown dramatically over the last few years. We are seeking a full-time, public relations professional to help our clients share their stories and achieve their public relations goals. Some of our work includes:
Media relations such as writing press releases, articles and pitching reporters and influencers (local, national and trade) and securing media placements (online, print, TV & radio)
New market and/or new product related media launches
Growing client recognition through award nominations and speaker submissions
You’ll be part of a team expected to play an important role in it all; involved in client-facing tasks, strategy creation, and implementation duties. Ultimately, you’ll be an important part of helping our team achieve the client’s stated goals, meaning you must:
Be able to prioritize, organize and manage multiple tasks at the same time
Have strong interpersonal skills to communicate with clients and journalists as well as collaborate with team members
Be an excellent writer
Enjoy telling stories
Additional info:
PR Pros with communications experience or a PR-focused degree encouraged to apply.
Career transition and entry level candidates with demonstrated writing skills and applicable experience will be considered.
Salary range for a coordinate starts at $40,000 and increases depending on experience.
We do not offer health insurance or a 401k.
18 days PTO
We are hybrid, and you will be expected to work in the office two days a week, and remotely 3 days each week. Our offices are in the Scottsdale Airpark area, behind Scottsdale Quarter.
Currently local candidates preferred.
Bilingual candidates a plus.
To learn more about our clients, approach and philosophy, visit us at 10to1pr.com
Still interested? Tell us your story! Send your resume and cover letter explaining why you want to be part of our team to josh at 10to1pr.com
