INK PUBLIC RELATIONS

The following is another post from our fabulous intern, Susie Reinecke.  To see her other post, go here.

Every year only a few books truly inspire me. Tribes by Seth Godin is one of them. This little novel centers around the premise of finding your passion. And if you have the “drive to make it happen, there is a tribe of fellow employees, or customers, or investors, or readers, just waiting for you to connect them with each other and lead them where they want to go.”

The author defines a tribe as a group of people who are connected to: one another, a leader and an idea.

Here at INK PR, the entire team functions as a tribe. At its core, the staff is innately connected to one another. The intimate size of the firm (now eleven women) gives the team an advantage. We share meals, baby pictures, and celebrate birthdays as one. Sharing life’s experiences with colleagues instills a bond and support system unlike any other, which comes in handy when the work gets tough. We can rely on each other both in a personal and professional manner.

Secondly, INK revolves around resounding leadership. In an interview after INK received a “People’s Choice” award, co-owner Kari Hernandez said: “Starr and I started INK to provide PR with a personal touch and do it better than anyone else.” This “personal touch” is something they saw lacking at larger PR firms. Moreover, Godin explains that to be a leader, one must be charismatic, positive and active – three qualities possessed by INK’s entire leadership team. Even at their most stressed moments, Starr and Kari stay positive and maintain a certain magnetism that motivates the tribe around them.

Moreover, INK is centered around this idea of delivering quality work . Under Starr and Kari’s leadership, INK practices what they preach—the promise to provide exceptional client service with PR strategies that work. They do this by not taking on more clients than they can handle and ensuring that each company gets the attention they deserve.

Tribes need only a shared interest and purpose to exist. At INK PR that shared purpose is to provide quality services for our clients, while functioning as a unified force. I find that successful tribes like INK PR have a distinguishing factor: committed and passionate leaders, dedicated to their field. I feel honored to be a part of something that I connect to and believe in, a strong example that I can model my own tribe after someday.

Here at INK, our love of fitness is almost tantamount to our love of PR.  From triathlons to 10-mile runs to in-office training sessions, we always try to incorporate some fitness routine into our lives.  So when Starr mentioned that she signed up for the Capitol 10,000, the rest of us jumped at the chance to participate.

With over 30,000 participants each year, the Capitol 10,000 (or Cap 10K as it is known in Austin), is considered the largest 10K race in Texas and the 5^th largest in the nation.  The race takes place in late March every year in downtown Austin, making it an enjoyable and scenic run to participate in.  This past weekend, we all headed downtown sporting our awesome INK running shirt, designed by our very own Design Star, Jessica Warren, to represent 202 S Lowell Lane. The temperatures may have been warmer than expected and the crowds may have made the course more like an obstacle course than a run course, but we all crossed that finish line (some completing their very first 10K finish) and had a blast in the process.

Of course, no group event at INK would be complete without food, so after the race we walked over to the nearby El Alma, for a delicious Sunday morning brunch and some celebratory mimosas.  We were even joined by some of our favorite mini-INKers: Jacob, Charlotte and Parker!

Despite the sore legs and tired muscles that many of us felt Monday morning, we’re already busy trying to figure out which event the INK crew will participate in next. If you know of any great races in the Austin area, be sure to send them our way.

In 1961, President John F. Kennedy asked newscaster Edward Murrow to join his administration as the Head of the US Information Agency. The newscaster’s response – “If you want me to be there on the crash-landings, I better be there on the takeoff.”  Murrow raised a great point and one that guided PRSA Austin’s Monthly Luncheon yesterday afternoon – A good crisis communication plan needs to be developed at the get-go, not in the midst of a crisis situation.

The hour was spent listening to panelists Russ Rhea of Hahn, Texas and Sarah Russ from Phillips & Company present case studies on individual client crisis situations and give detailed explanations on what constitutes a good crisis communication strategy. Of everything that Sarah and Russ discussed during their panel, the following three points are the ones INK thinks most valuable for any client facing a crisis:

- At the center of every good crisis communications plan is a strong company spokesperson.  Make sure that you select someone who can convey your company’s messages with confidence and will appear both open and empathetic to your audience (and be sure that the selected spokesperson receives regular media training to prepare for any last-minute situation).

- Communication is critical during a crisis. Even if you do not have all the answers, it is important to let people know that you will keep them informed, as the information is available.  Remember, your audiences will get their information from somewhere – it’s better coming from you.

- Whether in crisis mode or not, always be honest and transparent with your communications plan.  Having an existing reputation as an honest company will give the public more trust in your ability to handle a crisis.

 In my experience, I’ve seen that every company faces a crisis at sometime (although some are bigger than others).  Rather than thinking it will never happen to you, expecting a crisis and preparing for every situation will help minimize the damage if and when that time comes.

Lately, I’ve heard a lot of talk about Pinterest for business. What was once a small community for people looking to share recipes, crafts, photos and the like is quickly becoming a must-have component of any business’ social media strategy.

This infographic on Mashable shows that more than 100 of America’s most recognized brands (i.e. Whole Foods, HGTV, Gap) are using Pinterest as a forum for connecting with their audiences.  And why shouldn’t they?  Pinterest hit 10 million U.S. monthly visitors faster than any independent site in history – that’s a lot of potential customers.  While the seemingly logical option would be to follow the industry giants and create a presence on Pinterest, company leaders first must understand the benefits of a company Pinterest account.  I’ve called out some ways that businesses can maximize their company’s presence on Pinterest:

Actively engage with your community: Like all social media networks, Pinterest is a sharing community at heart.  Its idea is one based on the active discussion between users –as such, your business should not just push out content, which can come off as self-serving.  Focus your boards on relevant company material, with only a smattering of promotional content.  Over time, this will build credibility with your user base and you will find an increase in likes, comments and repins. Whole Foods does an excellent job of not only posting relevant content (think recipes, kitchen gadgets and sustainable tips), but encouraging followers to engage with their company by posting pins directly to the Whole Foods pinboards.

An example of a Whole Foods pinboard (found on pinterest.com).

Use Pinterest like a focus group: The way that Pinterest is set-up makes it an ideal sounding board for new products and ideas.  Use the site’s boards as a way to push new ideas and encourage feedback from followers through the use of comments and pins.

Promote a lifestyle: Some companies have begun using Pinterest as a way to promote a specific event or lifestyle that is relevant to their industry or location, but may not be specific to their work.  Take Austin advertising agency GSD&M as an example.  They created an entire site dedicated to pinning survival tips for the legendary South by Southwest Festival, and provided users with a diverse mix of SXSW related boards – everything from “The Eats” to “The Gear” to “The Parties.” GSD&M has found a unique way to increase their brand visibility by engaging with this specific event community.

Inspire your team: While Pinterest serves as a place to engage with your consumers, it can also be a great place to inspire employees.  Create pinboards that showcase employee work, highlight valuable team members and feature creative workspaces.  This gives team members a visual way to interact with the company and motivates them to continue producing quality work.  Plus, people are more likely to engage with companies who openly provide their employees with a positive work environment.

While Pinterest is a great tool to add to a business’ social media arsenal, it’s important to remember that it is not the right fit for every company.  Before spending the time and effort on the site, make sure that you have an appropriate audience to connect with, a relevant industry to promote and, above all, enough time and resources to dedicate to building a quality community. If you can confidently say yes to the previous requirements, Pinterest is absolutely an outlet to test out.

Personally, I think Pinterest is great, but I’d be remiss if I didn’t mention the current concerns surrounding copyright infringement.  As majority of the content on Pinterest has been copied from outside websites without permission, content owners have questioned if the site is in violation of the Digital Millennium Copyright Act.  This article by The Verge provides a thorough explanation of the situation. Now, I don’t want to deter any company from leveraging Pinterest in their social media strategy; I just want to make sure that every company follows all legal procedures when contributing content on the site.

Happy Pinning!

This post comes from our wonderful, new spring intern, Susie Reinecke.

Take a minute to notice your surroundings. What are the colors on walls; how does the air smell; what kind of ornaments do you see? Ask yourself: how does this particular environment make you feel? Sometimes we can go our entire lives without acknowledging our settings and the effect that they have over us. I am a firm believer that environmental factors have a tremendous impact on our behaviors and mindset. Especially at work, a place where we spend the majority of our time, countless studies have shown that a positive state of mind can boost problem solving and creativity. My current employers at INK PR understand this way of thought and have consequently cultivated a workplace environment worth reflecting over.

Last week I started my internship here at INK PR. While I have only been here for a short time span, I can already say that I am thoroughly in love with this place. For the past few days I have been mulling over the question of why I am so excited to come to work each day. After some thought, I am here to tell you that this positive feeling is a direct response to the beautiful work place environment that I find myself in.

At first glance, the INK office is like any other house on the block. The team recently moved out to a residential area back in August of 2011. It sits on top of a prominent hill, aside the busy Bee Caves Road. When you step inside, it is clear that the owners, Kari and Starr, thought carefully about the interior design. While maintaining a household atmosphere, they have successfully converted this home into a charming workplace. Leaving many of the traditional household amenities untouched, INK is equipped with a pool, gym, backyard deck, and a grill (not to mention a closed off, but still slightly functional jacuzzi bathtub in one of the restrooms). While I haven’t utilized everything yet, just knowing that these kinds of facilities are at my disposal makes me actually view INK as a second home.

Adding to this homey feeling, I love the idea that my office was once a bedroom—yet beautifully transformed into a unique workspace. Kari and Starr gave the employees a rug allowance and the creative freedom to decorate their entire office from scratch. For instance, amid the turquoise colored accent wall of my shared office is a beautiful Vasily Kandinsky print that my dear officemate, Allison Glass , selected to put up. The floor is adorned with a simple, African style rug that ties the entire room together. Allison told me that she was encouraged to bring in her own furniture and to personalize her workspace. The bookcase along her wall, filled with Jodi Picoult books and other fiction titles, is a testament to this push to truly individualize each space. This idea of customization turns INK into a place where employees want to come into work everyday. Each room is but an extension of the team’s interesting and lovable personalities—a place they can each call their own.

Lastly, in regard to the INK team, I must say that the people here make me feel completely at ease. The dynamic is nurturing, yet business focused. While the PR industry is demanding and highly involved, INK does a resounding job at finding that work-life balance. As a whole, this team supports one another, always motivating each other to exceed their creative potential and productivity. I feel blessed to have found such a rich environment that I can thrive in. It takes a level of self-awareness to ask yourself just how your environment affects you and your work. Make sure you know what makes you happy! If you need some help, check out this article on ways to find happiness at work. It is a moral imperative. Ultimately, I feel as though I can work best surrounded by a beautiful workspace and a vivacious and supportive team. It is clear that this home office is but a reflection of the creative capacity of INK’s work and honest makeup.

Susie standing in front of our yarn-covered INK letters

It’s January and you know what that means.  A new year brings the desire to create new resolutions – those goals that we strive to incorporate as a regular part of our lives.  Oftentimes, I find that people focus their resolutions on their personal lives, failing to realize that making improvements to their professional lives can be equally important.  What’s more is that many of the things I would like to resolve to do differently in my work life can be easily transferred to aspects of my personal life.

If you’re interested in trying something different this year, why not strive to incorporate these suggestions into your professional resolution list?

-Increased engagement in social media: The age of social media is upon us (Don’t believe me? Check out Mashable’s list of 2012 Social Media Predictions). These days, there are hundreds of different social media channels available to us – Facebook, Twitter, LinkedIn, YouTube, Flickr, Digg – the options are seemingly endless. It’s not enough to just have a Facebook page or a Twitter account anymore.  While there is no need to join every channel out there, you do need to be both active and engaging in order to encourage activity among your followers and to ensure you get the most out of your selected sites.  This year, vow to join a new social media channel and spend an additional 15-30 minutes every day interacting with your followers/friends/contacts. By making this small change, you can gain followers and your continued engagement will establish you as an influencer in your channel.

-Build out your professional networks: As in most professions, a successful public relations career can be partially attributed to a well-developed and ever expanding pool of connections.  Frequently, I find myself getting caught up in my own office, entirely forgetting the vast network of public relations professionals that live in my area. I know networking can be an uncomfortable experience for anyone, but this year, try to step out of your comfort zone and attend one networking event in your area each month (and talk to a stranger).  It’s always nice to meet other industry professionals in your area and you never know when one of your connections can prove useful.

-Continue your education: You might have a steady job, but that does not preclude you from further education.  As professionals, we should always strive to improve our knowledge and expertise in our own field as well as other areas.  Personally, I would like to improve my writing and public speaking skills.  Toastmasters International provides great classes throughout the country to help improve one’s public speaking and leadership skills.  To find a club in your area, just click here.  Another great resource for professional development classes is Star 12 Seminars. I’ve already registered for two skills seminars this year and can’t wait to broaden my skill set.

The following is a post from our outstanding remote intern, Cody Klug.

Hello!

My name is Cody Klug and I’m the intern. However, I’m not your stereotypical intern. I don’t go on coffee runs, don’t make copies, and don’t actually work in the office. I’m currently living and working in North Dakota, so all the work I do is done remotely. No, we don’t have pet buffalo and yes, we do have electricity (Those are real questions I’ve been asked before).

A recent graduate of the University of North Dakota, I have a B.A. in Communications, with an emphasis in Public Relations. Like many others in my position, school is now over and it’s time to find a job. Also, like many others, finding a job in these harsh economic times has proven to be difficult. After the first few rejection letters, I learned the necessity of standing out.

Since it’s hard to ignore the idea of technology integrating with every aspect of our lives, I’ve tried to use my knowledge and love of the subject to set myself apart from other applicants. One of the first ideas I had was making my resume into a mobile phone app. Due to the increasing number of smart phone users, I thought an app would have been a great way to stand out and show ingenuity.

I wanted the furthest reach for the app and ultimate exposure. Therefore, finding out statistics on the most popular operating system was required. Surveys showed that around 40 – 50 percent of all smartphones were based on Android. The next step was to figure out the process of creating an app without any formal computer programming training, which proved to be much harder than anticipated. Google is nice enough to provide aspiring app developers with the tools, but not necessarily the knowledge on how to create your own masterpiece. Much like my aspiring dreams of being an astronaut, I had to let go of my app idea.

My next idea came a few months ago, when I noticed how much Quick Response code (QR code) tagged to everything. This also got me thinking. Recovering from my latest defeat, I rehashed my expectations. The original plan was to build a website then have the QR code link straight to that. However, since I skipped Internet Building 101 in school, I had to think of a Plan B. Although creating a QR code was not the difficult part, figuring out what to link it to was a different story. After using Google Docs in school, I remembered the ease of uploading and sharing documents. Therefore, I quickly uploaded my resume to Google Docs and created a QR code to link directly to that URL.

In my efforts to make my resume stand out, I have employed technology to distinguish myself from an otherwise homogenous sea of applications. This will be an ongoing process and I hope others in my position have thought outside the box as well in their efforts to do so.

Living in Texas, we rarely get to experience nature’s common reminders that the holiday season is upon us.  We of course get Christmas lights, but our leaves always stay the same color and there is a never a “first snow” signaling winter’s arrival.  And this year, as if Mother Nature was laughing in our faces, the weather stayed unreasonably warm through October.  I’m sure I wasn’t the only Texan who worried if it would ever feel like winter.

Then just like that, all our dreams came true.  An overnight cold front brought those chilling temperatures that many of us wait for nine months out of the year.  It doesn’t matter if that cool air is here to stay.  What matters is that this change in temperature is the statewide signal that the holiday season has arrived.

Allison claims that December is the best month of the year, a fact I wholeheartedly agree with and I’m willing to bet Kari does too.  Not only because we all get to celebrate birthdays, but also because December brings tradition and lots of holiday cheer.  In Allison’s words, “Everyone is happy.  It’s just a fact”.

And here at INK, everyone is happy.  Take a look at some of the other reasons why we are so excited about this time of year:

The winter accessories.  We can finally break out those boots, mittens, hats and scarves without worrying about the social repercussions.  And we can’t forget about cardigans (everyone knows how much INKers love their cardigans).

Actually getting to enjoy an afternoon football game or a run on Town Lake without sweating profusely.

Non-stop Christmas music on the radio and at every retail location

The Holiday Trifecta: Great drinks, delicious food and quality time with the family

Nothing says holiday season like Starbucks drinks that warm your throat and satisfy your sweet tooth – think Gingerbread Lattes, Apple Cider and Peppermint Mochas.

With all these things to look forward to, what’s not to love about this time of year?  Reply in the comments section and let us know your favorite part of the holidays.

As I see it, the information my clients have is groundbreaking, so the way that it is presented to the world should be too, and a large part of my job entails finding a unique way to get the media and their audiences to pay attention to that information. We recently had @SamWhitmore (the genius behind SWMS) visit the INK office, and if there was one thing I could take away from his visit, it’s this: Decision making today is being driven by a story’s entertainment value and its ability to translate into content for social channels.

Translation: Reporters want to write about things that will educate, but more importantly, entertain their readers and topics that are likely to be popular on social media channels.

No more are the days of just pitching a story to a reporter and seeing results in the next issue.  With the endless amount of pitches reporters receive on a daily basis, it is imperative that yours delivers information in a way that resonates with the journalist.  Take the infographic as an example.  When it first appeared, reporters were so excited to finally be given a visual way to supplement their stories that they flocked to any source that provided an infographic.  In turn, consumers were thrilled to have a new way to understand information and tended to prefer articles with infographics included. Consequently, the infographic took over.  Now there is such a proliferation of infographics on the web that it has become difficult to pull any true value from them.

Rather than simply follow the trend, as PR professionals, it is our responsibility to introduce new ways that a reporter can intrigue their audience. Below are two sources of information ever-present but seldom used:

Raw Data: If you asked me three years ago while I was forced to sit through my college statistics class, I would swear up and down that raw data is BORING.  If you ask me now, you’ll hear a very different answer.  On its own, data is not that much to look at – it doesn’t have the visually pleasing or mentally stimulating qualities that draw people in.  But raw data has potential (even the weirdest infographics had to get their numbers somewhere).  When used correctly, numbers and percentages are fascinating and can intrigue even the biggest skeptic into reading further into an article.

Consumer Driven Content: Isn’t it obvious that today, people love to see what their peers have to say?  Otherwise, Facebook and YouTube would never have taken off like they did.  What better way to draw a reader into a story than to include content created by a like-minded peer?  Whether this is in the form of a how-to video or an interesting blog post, it doesn’t matter – consumers want their opinions heard just as much as reporters want their articles read.  Pay attention to what your audience is saying and it will pay off down the line.

With some luck (and some kick-butt ways to present information), we’ll be able to integrate new appealing aspects in our conversations with our audiences and draw intrigue to even the most non-newsworthy news.

The majority of my childhood years were spent with my nose buried between the crisp, clean pages of a brand new book.  Dubbed a “book worm” by my parents and teachers, I would spend hours immersed in some fantasy world, simply trying to imagine what it would be like to be a character out of my favorite story (usually at the expense of my school work and sleep!).  As I grew, so did my love for reading.  I went from simple picture books, to chapter books, to full-blown novels.  Family vacations turned into quite the challenge, as I always needed an extra bag to carry my books! Having enough reading material to always keep me entertained became a problem and I began to slowly accept the fact that this passion for the printed word may also become my life-long burden.

Then I got a Nook.   

I don’t think I’m exaggerating when I say that the Nook (and its fellow eReaders) might be the most useful electronic toy I’ve purchased in a long time.  Now that I can store up to 1500 books in one small, little tablet, lugging around a 20 pound bag of books is so 2000.  The Nook’s storage capabilities are only one of the many reasons I am so enamored.  At 7.5 ounces, the Nook weighs less than any hardback and most paperback books.  It has a battery life of 2 months, so there’s no need for me to remember to bring a pesky charger along.  Also, the Nook is created by Barnes & Noble, so its book selection is seemingly unlimited and you can share books with other Nook users, allowing for even more selection.  However, what impressed me above all else is that when you are reading, the E Ink Pearl technology used for the screen causes no glare and gives the impression that you are reading right off a printed page!

Initially, I was hesitant to replace my life-long friends for their electronic counterpart.  I thought I would miss the smell of a new book, its physical presence and the ability to actually see my progress.  Plus, I just didn’t believe that an eReader was everything the ads claimed.  But, after trying one out for myself, I quickly had a change of heart.  Owning a Nook is a more convenient way to indulge my reading habit, but it doesn’t necessarily replace the traditional printed book.  I still buy the occasional paperback as a supplement to my Nook collection.

Having the option to read “the old-fashioned” way or the “technological” way is so refreshing, which is why I know I made the right choice bringing an eReader into my life.  If you’re in the market, take a look at this great article comparing different eReaders, written by Katie Boehret at the Wall Street Journal. It definitely helped me make a decision and I couldn’t be happier.  I’m thinking this is just the beginning of a very happy (and intellectual) life for my Nook and me.