Gavin James
  • Home
  • About
  • Blog
  • Media
  • Contact

Month: February 2021

Tuesday’s Tips: How To Get Reporters To Read Your Pitch

Posted on February 23, 2021 | by Gavin Smith

You Don’t Say? Reporters Aren’t Reading Your Releases?

Let’s face it – the media as we know it has changed. The news cycle is shorter than ever, the press release is dying, and reporters, bookers, and producers find themselves overwhelmed by pitches from every “subject matter expert” and their mom begging for three to five minutes of air time on “this” or “that” topic.

During my time in the federal government, we rarely had to pitch for coverage. Instead, we’d just pop in a media release to Cision, fight their formatting tools a little (admittedly, they’re much better now), click on the selected audience we wanted to distribute to, and boom – inquiries galore!

That said, after leaving the federal space, I found myself at a crossroads. I was distributing media releases and my clients weren’t getting coverage. For the life of me, I couldn’t figure out why the system I had down to a science just wasn’t working anymore.

Then, it dawned on me. My clients weren’t federal agencies with budgets the size of the United Kingdom’s economy. Instead, I was pitching mostly local reporters and the occasional national publication for small and medium sized organizations.

What I realized was this – mass distribution just wasn’t going to cut it. Instead, I employed these 3 steps

1. Target Reporters Who Care

Let’s pretend I’m working for an automobile company and I’m trying to acquire coverage for our newly released pickup truck. Instead of jumping into Meltwater or Cision and simply targeting every reporter you can find who covers automobiles, take the time to look at profiles for reporters and determine those who cover the release of new vehicles. Perhaps there are reporters who cover your brand regularly.

Whatever it may be, don’t case a wide net. Instead, target reporters. Make sure what you’re sending them is even applicable to them. If the reporter covered only automobile accidents or perhaps solely your competitor, you’ve now wasted their time and discredited yourself.

Do your research. Take the time to look up reporters who will cover the information you’re looking to acquire coverage for. It’ll get you a lot further than casting a wide net.

2. Personalize Your Pitch

Say I’m working for the same automobile company and I’ve selected a group of reporters I want to get the information to. Before you do anything else – don’t click send on your standard media release.

Instead, personalize your pitch. And by personalize I don’t mean pop into Meltwater and utilize their  “Insert First Name Here” feature.

What I mean by this is really personalize your pitch. Rely on a personal sentiment, such as how their new dog is or congratulating them on their recent engagement. If you can’t rely on a personal sentiment, do some digging into their recent works and reference a recent article they wrote or show they produced.

This, often, can be the hardest step – but trust me, it’s worth it.

3. Get to the Point:

Pitches are too long these days. Sure, feel free to forward a media release you’ve prepared to a reporter – but also prepare yourself to be ignored 9 times out of 10.

Instead, take that pitch and condense it down into a 150-200 word pitch. After which, you can either include the full media release as an attachment or offer it to the individual you’re e-mailing should they like to see it.

Everyone has their own style of writing pitches, but I prefer bullets. I open up with a very short personal or professional sentiment, and then get right to the point.

Very rarely do I ever use more than three bullets, and I never write paragraphs. The less a booker or reporter has to read to understand our pitch – the better.

Less is more – remember that.

Pitching Is An Art.

Pitching is an art, truthfully. It’s all about giving the reporter or booker something interesting, easy to understand, and quick to read. If you can do that, you’re 100 times more likely to get the coverage you desire.

Other things I’d recommend, that we’ll address in more detail in the future, is building personal relationships with members of the media. You don’t always have to pitch them to reach out. Offer an off-the-record coffee or zoom-meeting. Ask mutual friends to introduce you or make the connection. Whatever it may be – personal relationships work.

Lastly, always be honest with reporters. The minute you even slightly stretch the truth with a reporter, just know, your integrity is compromised and that, therefore, has jeopardized the integrity of their reporting. One should never question the importance of telling the truth, as ultimately, the truth always prevails.

 

 

 

 

 

 

 

Friend Friday: Stop Chasing Shiny Things

Posted on February 19, 2021 | by Gavin Smith

You can’t be a marketer unless you are flexible.  A bit fluid perhaps.  Marketers are always adapting to the latest trends, algorithms, and new platforms.  It is part of the gig, right?  Sure, but I want to talk about the latter — new platforms.  

Once we hear a handful of people, be it friends, colleagues, or even competitors mentioning a new platform our wheels start churning.  We begin to wonder if we too should jump in, and if so, when?  If we are too late to the game, it appears we are behind the eight-ball.  Yet, if we hop in eagerly at the sight of that shiny new marketing platform, we find ourselves treading water just trying to stay afloat.  

So, when is the perfect time to dive in head first?  

When you have the resources available to allocate the necessary time in order to succeed.  

What does that even mean? Let’s throw in a metaphor.  

Think of new platforms as the new car you’ve had your eye on.  It’s beautiful, right?  A stealthy black with nice rims, can probably drive itself…you know, all the bells and whistles.  

Why do you want this car so badly?  It’s simple, Janice Jones from down the street just got one; however, she only got the limited package.  You won’t make that mistake.  You’ll walk out of that dealership on cloud-nine, with a better car than Janice.  Maybe you’ll even pass by her house a few times on your way home just to make sure she sees it.  It may be nice for a while, but the reality is — Janice doesn’t care what kind of car you have.  Janice doesn’t pay your loan payment, insurance, or taxes.  In other words, Janice doesn’t have to allocate any of her resources to your shiny new car.  You do.  

New marketing platforms can be thought of in the same way.  You may see many of your competitors adding new platforms to their marketing strategies.  Just because they are doing this, doesn’t mean you should as well.  The only time you should hop on this bandwagon is when you have the resources available to allocate the necessary time in order to succeed.  Sound familiar?  It should.  

If you cannot commit the time to establish the brand, build an audience, and create quality content on a consistent basis — don’t bother starting.  It will fail.  

New platforms are always going to pop up.  Some will stick.  Some won’t.  When they’re new, they will likely experience a few kinks before they are optimized to perform as they are meant to.  You don’t have to keep up with the Jones’.  Give it time and determine if it is something you want (and have the ability to) dedicate resources to.  If you do, go crush it!

—

This post was authored by Kayla Elliott and was the first feature in our “Friend Friday” series. Kayla Elliott is the Vice President of Marketing for PC Matic and the Founder of Ell Consulting. 

 

 

Tuesday’s Tips: Have Fun with Social Media

Posted on February 10, 2021 | by Gavin Smith

Social media has been in the news a lot lately. Whether you love or hate the platforms, the reality is, when it comes to business – social media is absolutely imperative.

In fact, I’d even argue that questioning the importance of social media in a business environment is a bit like questioning a human’s need for oxygen. Social media isn’t an option – it’s a must.

Although social media is crucial to a business and its success, social media wasn’t actually designed for business. Each platform, whether it be Facebook, Instagram, or Twitter, was designed with the individual user in mind.

Whether it be Facebook, whose objective was to create a way for people to interact with their friends and family, or Instagram, whose goal was to design a photo sharing platform, the common denominator amongst all of these platforms centers around one central idea – fun.

Social media wasn’t intended to be a vomitorium of political posts and news articles. Instead, at its core, it was intended to be a fun place to socialize with friends, family, and perhaps even professional colleagues.

All that said, this begs the question – if social media was intended to be fun, why has social media gotten so stuffy? Why has social media turned into what feels like another news organization?

The answer varies. But the good news is – it doesn’t have to be.

In fact, if you want your business to be successful on social media platforms, it shouldn’t be. Instead, take social media for what it is – social. Loosen up, have fun with it, and follow these three simple tips:

1.  Talk with Your Audience, Not at Them:

If you want people to engage with you, whether it be via a like, share, or comment, you have to be willing to interact with them in return. Social media is literally called social media for a reason.

Aside from the thumbs up that you’ll receive from Facebook or Instagram’s algorithm (which is a plus, but a conversation for a later post), interacting with your users humanizes you. Rather than being the unapproachable brand, you’re now a brand that talks directly with its users.

That said, there’s two parts to being social. The first being, respond to users “likes” and “comments.” You can’t expect someone to interact with your posts, tweets, etc., if you’re unwilling to acknowledge them. It’s important you always comment back, and “like” their posts.

Second, don’t leave people on read. If someone sends you a message on social media, reply back to them. Thank them for their message, give them some feedback, or assist them. It doesn’t take much effort to do this, and overtime, it helps you set your brand aside as one that doesn’t see their customers as just a number.

2.  Don’t Be Afraid to Post Fun Content

You shouldn’t sound like a robot on social media. Think about it, would you want to read content that sounds like R2D2 wrote it? I know I, and most people, wouldn’t.

Don’t be afraid to have fun with social. Again, that’s the point of it in the first place. Feel free to post funny (and relevant) memes, reply to your customers with GIFs, and write in a way that doesn’t sound like R2D2 is on the keyboard. You don’t have to sound as if you’re writing a formal letter on social media, but instead should sound approachable and easy to connect with.

Lastly, touching on grammar, it doesn’t have to be perfect. Some people might disagree with me on this but, as long as you’re spelling correctly and using grade school grammar a majority of the time – you shouldn’t be afraid to start a sentence with “y’all,” or “and,” when appropriate.

3.  Use Your Heart

 Just as people share content that they’re emotionally invested in – family, friends, pets, etc., – you’re emotionally and personally invested in your business. Don’t be afraid to show that. Your existing and future customers will value knowing that you love and are invested in what you do.

Don’t be afraid to get on the camera. Talk about how you founded the company, why you founded the company, and what your goals are. Share what you’re comfortable sharing with your audience, such as pictures of your family or pets. And lastly, don’t be afraid to show emotions.

Show gratitude when you want to give thanks. Be humble but excited when your business takes a big step. And don’t be afraid to share when you’ve messed up. Owning mess-ups and committing to making them right, especially when a customer tags you in a post about one, only makes you a more engageable and accessible brand.

Navy Yard Biergarten Opening in Downtown Lexington’s Former Carpet One Building

Posted on February 3, 2021 | by Gavin Smith

Downtown Lexington’s iconic former Carpet One building at 102 West Main Street will become home to a biergarten in just a few months.

Navy Yard Biergarten & Restaurant will open its doors in late spring, bringing food, beverages and live entertainment to Lexington’s Main Street.

“We’re thrilled to bring this concept to our hometown,” said Gavin Smith, a managing partner of the firm, Vision Ventures Investment Group, who is spearheading the project. “Grounded by a communal and family-friendly atmosphere, Navy Yard on Main will offer an experience like no other in the Lexington area, and is perfectly positioned to bring a multitude of communities together for good food, good beer, and unforgettable moments.”

Smith, along with co-owners Matthew Pace and Cody Cook decided to bring their vision to life after seeing the potential the space had to offer. The three have worked over the last several months to plan this concept, and struck a partnership with KCR Properties, a local real estate firm owned by Jeremy Addy and his family.

The name Navy Yard comes from a location dear to Smith and Pace. “I formerly lived in Washing D.C. and the district we lived in was called the Navy Yard,” Smith said. “We love D.C. and biergartens are very popular there.”

Smith said Navy Yard on Main’s drink menu will offer a unique selection of locally sourced craft beers, wine on tap, and signature cocktails. He also alluded to supporting local businesses by hosting tap takeover events with local breweries, “Wine Wednesdays” with local wineries, and weekly “yappy hour” events where the biergarten and restaurant will partner with local animal rescue organizations.

The biergarten and restaurant is set to serve lunch and dinner Tuesday through Sunday, with featured menu items including the Navy Yard Burger, a cheeseburger loaded with pimento cheese, jalapenos and fried pickles. Other lunch and dinner specialties include items such as beer flavored wings, homemade fried pickles, and barbecue brisket sliders.

In addition to its regular lunch and dinner hours, Navy Yard will serve brunch each Saturday and Sunday, and will include specialty items such as homemade pop-tarts, skillet cinnamon rolls, and clothesline bacon. The brunch menu will also feature specialty drink items such as tableside mimosas and Bloody Marys.

Navy Yard will welcome guests to its newly renovated facility. The restaurant has 10,000 sq. ft. of outdoor dining space and over 5,000 sq. ft. of indoor facilities, and will feature a 40-foot main bar, more than 150 outdoor seats, fire pits, outdoor games and a stage called the “Main Stage” for live entertainment.

Smith said there are plans to recreate a new mural on the side of the building where the former Roof-Harmon House mural once was. “We do plan to have some sort of new mural on the building in the future,” he said. Any local artists interested in taking on the project can contact him.

Additional updates and information will be posted to Navy Yard’s website, Facebook and Instagram pages.

—

This story was originally published by Cola Daily’s Meera Bhonslé. The full story and information on the outlet may be found at www.coladaily.com. 

 

Navy Yard Biergarten and Restaurant Coming To Lexington’s Former Carpet One Building

Posted on February 2, 2021 | by Gavin Smith

Navy Yard on Main will feature a vibrant and family friendly atmosphere with nearly 18,000 square feet of indoor and outdoor dining space; Will offer the community’s largest selection of locally sourced craft beer and is set to serve a full brunch, lunch and dinner menu; Restaurant a collaboration with KCR Properties

Lexington, SC – Today, South Carolina based investment firm, Vision Ventures Investment Group, LLC, announced that it is developing a beer garden and restaurant, dubbed Navy Yard on Main, in the Town of Lexington’s former Carpet One Building.

Positioned at the corner of West Main Street and North Church Street, the beer garden and restaurant will welcome guests to a vibrant and family friendly atmosphere with nearly 18,000 square feet of indoor and outdoor dining environments. The newly renovated facility will feature a 40-foot main bar, outdoor games such as cornhole and life-size connect four, fire pits, an outdoor stage for live entertainment, and much more.

“We are thrilled to bring this concept to downtown Lexington,” said Gavin Smith, a Managing Partner of the investment group, Vision Ventures, who is bringing the project to life. “Grounded by a communal and family-friendly atmosphere, Navy Yard on Main will offer an experience like no other in the Lexington area, and is perfectly positioned to bring a multitude of communities together for good food, good beer, and unforgettable moments.”

The biergarten and restaurant is set to serve lunch and dinner Tuesday through Sunday, with featured menu items including the Navy Yard Burger, a cheeseburger loaded with pimento cheese, jalapenos and fried pickles. Other lunch and dinner specialties include items such as beer flavored wings, homemade fried pickles, and barbecue brisket sliders.

In addition to its regular lunch and dinner hours, Navy Yard will serve brunch each Saturday and Sunday, and will include specialty items such as homemade pop-tarts, skillet cinnamon rolls, and clothesline bacon. The brunch menu will also feature specialty drink items such as tableside mimosas and Bloody Marys.

Navy Yard on Main’s drink menu will offer a unique selection of locally sourced craft beers, wine on tap, and signature cocktails. Additionally, the restaurant and biergarten also plans to support the local community by hosting tap takeover events with local breweries, “Wine Wednesdays” with local wineries, and weekly “yappy hour” events where the biergarten and restaurant will partner with local animal rescue organizations.

The project, a collaboration with the owner of the former Carpet One Building, KCR Properties, LLC, has brought about resources from across Lexington County.  The restaurant and biergarten renovations are being completed by Montgomery Construction, and upon its opening, will feature an assortment of menu items from US Foods and local area farmers.

“As a lifelong resident of the Town of Lexington, this is exactly what the Town needs,” said Jeremy Addy, the owner of KCR Properties, LLC. “For years our family has brought about businesses that will draw residents of surrounding counties to downtown Lexington in an effort to support the local economy. Navy Yard on Main is sure to be nothing short of that and will be an incredible addition to our Lexington community.”

The beer garden and restaurant is slated to open its doors in late Spring of 2021. As construction and planning processes near competition, a date for a community-based grand opening will be released to the public.

More information on the restaurant and biergarten may be found here.

The restaurant and biergarten may also found on Facebook and Instagram.

###

Tuesday’s Tips: 5 Time Management Tips for PR Professionals

Posted on February 2, 2021 | by Gavin Smith

So let’s be real – I was supposed to launch this web site on New Years Day. Prior to said release, I built up hype on social media and asked people to sign up for “the latest updates.” I prepared a content calendar, polished the wording of a few paragraphs, and worked with my web designer to get this site ready for the public’s eye.

But, even after all the time and energy I put into launching on January 1, and even after the hard work of so many to pull off a New Years Day launch date – I still felt short and didn’t follow through.

I questioned for a few days why I put so much effort into something that I didn’t finish, and took a hard look at what factors contributed to the project not meeting its deadline. I knew this wasn’t something I wanted to make a habit of, and surely wasn’t a trait I wanted to be associated with my name.

With that spirit in mind, and in reflecting on this, I realized that we, as public relations professionals, are constantly “dodging” and “tackling.” A constant stream of media releases, rapid responses, pitches, media inquiries, and tweets consistently add to our “to do” list, and can oftentimes seem very overwhelming.

So, while I am admittedly a month late launching this web site, I figured what better way to make a splash than to address the topic head on. How do we manage all that comes our way? How do we better plan our time and in turn, ensure that we’re delivering on all fronts?

There’s no silver spoon to time management, but here are 5 tips PR Professionals can start using today to alleviate some of the stress associated with time management:

1.   To Do Lists

It’s as simple as it sounds – make a list of all the things you need to get done. Don’t worry about prioritizing them, just get them down on paper. You can do this on a daily, weekly, or even monthly basis. In fact, it doesn’t really matter how you do it, it just matters that you actually do it.  Making a to do list not only helps you wrap your head around all you need to accomplish, but also serves as a foundation for the the tips that follow.

2.   Prioritize

Everything isn’t a priority. Let’s face it, some public relations initiatives are more important than others. Amidst the constant flow of content and a faster than ever media cycle, we often find ourself wondering “where to start.” After you’ve created your to do list, estimate next to each task how long it will take you to get it done and when that project is due. From there, simply map out a schedule that works best for you.

3.    Stay Organized

There is no need to be messy. Instead of leaving 50-million windows open in your internet browser, and never filing away and/or deleting e-mails, make better habits when it comes to these things. Close out of old browser windows as you go (that’s what internet history is for), and delete and/or file e-mails as you read them. These tasks only take a few more seconds of our time, but make it much easier to find things as we’re working throughout the day.

4.   Don’t procrastinate

Deadlines are deadlines for a reason. When you know something is due, don’t put it off until the last minute. Instead, as part of your to do lists, make sure you build in time to complete the tasks at hand. Don’t try to be superman and complete the task in record time. Instead, allot yourself a fair amount of time to complete the tasks you know you need to get done.

5.   Communicate

It’s at the very core of what we do – communicate. If you’re feeling overwhelmed, if you’re running behind on a deadline, or if you just need to take a minute, communicate with your clients or colleagues. We’re all human, and oftentimes the feeling of being overwhelmed can be quickly alleviated by simply communicating.

Recent Posts

  • 30 Goals By 30 Years Old: A Personal Challenge
  • Forbes Communications Council Selects PC Matic Communications Director, Gavin J. Smith, as 2021 Member
  • Op-Ed: Former HHS Official: Overcoming COVID-19 Vaccine Hesitancy Right Thing for SC Residents
  • Internal Communications: 6 Steps Critical to an Organization’s Success
  • Comms Must Have a Seat at the Table

Recent Comments

    Archives

    • December 2021
    • September 2021
    • April 2021
    • March 2021
    • February 2021

    Categories

    • Blog
    • Media Release
    • News Mention

    Meta

    • Log in
    • Entries feed
    • Comments feed
    • WordPress.org
    Gavin James