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Growth Spurt. Excitement at Age 3

Written by Sharon Reis on . Posted in Firm Culture.

When we started our adventure three years ago, we felt the thrill of the new: a new name, new logo, new offices, new furniture, new benefits, new opportunities. And even new coffee shops and fresh new lunch options in our spiffy new Dupont Circle home.

As we celebrate our third anniversary today, we are filled with a surge of energy, a sense of momentum, and great excitement about how far we have come and how much further we want to go, together. Kind of like a growth spurt of an excited 3-year old.

We recently were honored to be named one of the best new agencies of the year by PRSA’s National Capital Chapter, and PR News recognized The Reis Group as one of the best places to work. In fact, in our three years in business, we have won 9 industry awards, and I couldn’t be prouder.

Our clients are leaders in advancing some of the country’s most pressing health and social causes. Many are focusing on new ventures in exploring health, well-being, complementary medicine, and the social determinants of health. Science promotion is more exciting than ever, as we move closer to finding a way to prevent devastating diseases ranging from childhood cancers to Alzheimer’s. Other clients are researching the hidden drivers of health care costs and educating the public. We continue to be in awe of our client partners who are incredibly smart, talented, and committed to making the world a better place.

As we enter our fourth year, we are growing in our personal lives, too. Tamara Moore, vice president, just this week gave birth to a beautiful baby boy. Our colleague Kathleen Petty, account supervisor, is expecting her first child later this year. And my own baby just graduated from high school and is heading off this fall to college!

To our current clients, partners, and friends, we are grateful for you. You are the heart and soul of our success. We deeply value your support.

To my amazing colleagues, I am honored to be with you on this continuing adventure.

Thank you.

Sharon

Sharon Reis

Interview with Sharon Reis, Bulldog Reporter

Written by Staff on . Posted in Firm Culture.

The Reis Group was a Silver Award winner in the “Best New Agency” category in Bulldog’s 2018 Stars of PR Awards. This interview also appeared in Agility PR Solutions. 

Sharon Reis, Principal, The Reis GroupLength of PR career (so far): 25 years

Your most memorable campaign: Launching the first ever Colorectal Cancer Awareness Month

Number of 2 a.m. calls from a client this month: None!

Best thing about working at your agency: The culture of support, respect, and building on each other’s strengths.

Last time you didn’t do any work all weekend: I can’t remember! Is that even possible in this industry?

Most misunderstood thing about PR: It is not about being a people person.

Most interesting thing about your job: The issues we work on are truly meaningful and the leaders and scientists are mind-blowing smart.

Number of meetings you were in last week: Hmmm. Do I really want to share that number? Let’s say more than 20, including both internal and external meetings.

Your nightmare client in 3 words:  Disrespectful, lazy, uncaring

Rate your math skills from 1-10: 8

Best advice to a PR student: Work hard and give it your all. You get out of it what you put into it, so always aim for more than 100 percent.

What do you read daily? All the news I can get on my phone. My favorite news source is 60 minutes. I learn so much from their stories.

Sharon Reis, Principal, The Reis GroupFavorite way to de-stress: Meditation. It is truly a game-changer and takes practice and patience.

The moment you realized PR is more fun than you thought it would be: The day we opened The Reis Group, I realized that PR can be a lot of fun with the right team around you.

Worst PR crisis in the news this year so far: The college admissions cheating scandal

Favorite non-work hobby: I am surprising myself with this answer, but I love cooking healthy, gourmet meals for my family on the weekend and prepping meals for the first part of the week. American’s Test Kitchen is my go-to source for delicious and fancy recipes.

Cocktail of choice: Cosmopolitan with Ketel One vodka and Cointreau. I’ve been drinking it for years. When I find something I like, I tend to stick with it.

Childhood “dream job”: Marine biologist or a baseball announcer

Your next big adventure: A safari

Your ideal Saturday: Working out, spending the day with my daughters and having a nice dinner with my husband and friends.

What will 2019 look like for health care PR?

Written by Sharon Reis on . Posted in Firm Culture.

In looking toward the year ahead, there are many ways—known and unknown—that the public relations world will be changing and evolving. As health care PR professionals, it’s vital to the success of our clients that we find new ways to overcome challenges and stay on top of the important trends in our field. Here are few that have caught my attention recently:

  • Smart technology is emerging as a hot PR tool for 2019. Alexa, Siri and Google Assistant are changing the way many people are working—even some surgeons in the operating room! —and these devices have great potential to effect how communications experts reach our target audiences. It’s definitely an area of great excitement for the coming year.
  • Earned media and a well-written news release are alive and well. I remember two years ago one of my esteemed colleagues in the industry said to me: “You still do earned media?” implying it was long since dead and fully replaced by digital. Fact is, the news media’s power continues to grow, and news releases remain essential for communicating complex scientific or policy information in a thorough yet concise way.
  • More boards are valuing what PR can do for their organization’s national profile. More and more CEOs and their leadership teams are being encouraged, if not mandated, to raise their industry profile and demonstrate expertise in their field. PR’s role in building thought-leadership has never been stronger.

While there is much to be excited about, a few challenges remain to be overcome for health care PR agencies.

  • The RFP process is problematic and time-consuming. Our industry needs to figure out a better way to use our time and yet still produce high-quality proposals for potential clients to review and make thoughtful decisions.
  • Hiring continues to be tough. More and more, we are interviewing potential team members who seem to be able to do only one thing for clients. For younger applicants, that tends to be digital, while more seasoned professionals have an expertise in writing. We are doing our entire industry a disservice by not teaching and growing the next generation to have mastery in all aspects of strategic communications. Knowing how to use all the tools in your health care PR toolbox is critical for success, especially if you work for a PR or communications agency.
  • The ability to manage your time is more essential than ever before. Harvard Business Review just published an entire issue on time management. A couple articles: “Make time for the work that matters” and “Are you spending your time the right way?” were particularly insightful because they remind us that, while we might not be in control of our day, we are in charge of how we run through our to-do lists. The issue is must-read for every agency person who likes New Year’s resolutions and strives to be more efficient and effective.

I am particularly excited about the prospects for 2019. PR is thriving and its value is growing. We’ll find new ways to deal with old challenges, and we’ll inevitably be faced with new challenges that will demand more hard work and creativity, which can mean growth opportunities for both people and organizations. Buckle up for an unpredictable ride!

A Day in the Life of Sharon Reis

Written by Staff on . Posted in Firm Culture.

Sharon Reis, our fearless leader, was recently featured on The Native Society. Take a glimpse into a day in her life, fueled in part by copious amounts of coffee!

6:00 AM

I begin almost every day with sweating. I am either finishing up a 5 a.m. workout class, running through my neighborhood, or lifting weights at the gym. One secret to my routine is that I’ve pursued fitness with one of my closest friends for more than a decade–and I know she’ll be waiting for me at the end of my driveway, so I have to get out of bed or face her wrath!

10:00 AM

By now, my day is at full speed and usually jam-packed. I could be on client calls, mentoring my colleagues, meeting with our director of operations on running the business, or heading to the airport to fly to a client meeting in another state.

12:00 PM – Favorite Power Lunch spot/meal?

I have two favorite spots and they are across the street from each other: The Tabard Inn and Iron Gate. They are Dupont Circle institutions, and I often feel like I am magically transported to a European café when I am eating at either one.

7:00 PM

I am home with my family, getting dinner together with my husband, driving my daughters to sports or school activities, or discussing their homework.

11:00 PM

I am asleep! I love mornings, so I go to bed around 10 p.m. and get up before the sun rises.

What drink do you need to get through the day and at the end (and how many)?

Coffee is my drink of choice. I love it and don’t ever want to live without it. In February, I decided to start drinking it black and adjusted to it pretty quickly, and thought I actually liked it. However, when I took vacation in August, I absentmindedly put cream in my coffee on the first day away and realized just how much I loved it, missed it, and needed it back in my life! Cream really does make coffee taste better. My favorite cup is from my local coffee shop called Greenberry’s.

Most used App/Favorite Instagram Account?

I am a very loyal person, so when something works, I tend to stick with it, and that explains my app of choice – Words with Friends. I play it only with my sisters and their husbands, and I view it as a way to keep us connected. (I don’t win all the time, but I usually do, which, I confess, makes it extra fun.)

What should everyone try at least once?

Saying ‘yes’ to something you are resisting or fearing. Getting out of your comfort zone is always hard, but I find the more I resist an activity or a person, the worse it gets. So, say yes to something or someone you have been avoiding. You just might be surprised by what happens.

Where do you enjoy getting lost?

I enjoy getting lost in meditation. I discovered the practice more than five years ago and it changed my life. It provides clarity on life’s challenges and calms the mind. When I am practicing regularly, I find meditation wholeheartedly facilitates better decision-making and stirs creativity. However, the more stressed or busy I am, the harder it is to meditate. And, since no one has ever referred to me as relaxed and easy-going, it is a constant struggle, but well worth the effort.

Three Secrets to Successful Media Pitches

Written by Beth Casteel on . Posted in Building Credibility.

It’s easy to see why some communications professionals dread the task of pitching ideas to the media. Reporters can be brusk and impatient and often ignore emails, especially when they’re caught on deadline or being pressed to cover a story that’s clearly not in their wheelhouse. The PR pros who love pitching have a secret: they understand the journalist’s point of view.

The Reis Group has a strong record of getting media coverage that builds credibility for clients by finding that sweet spot between the story that’s good for our client and intriguing to the reporter. When I’m reaching out to media, I find it helpful to remember what it was like earlier in my career as an Associated Press writer to be barraged by unsolicited PR emails and phone calls.

Next time you’re reaching out to reporters, consider these three essential elements to successful media relations:

Target the Right Reporters

Just because a reporter is listed in a media contact database as covering “health” or “tourism,” that doesn’t mean they are interested in a story idea about a health-focused vacation locale. Consider media databases a starting place for building your outreach list. Sending the same pitch to hundreds of reporters who turn up in a search may seem like a good idea since it may reach a lot of journalists; but pitching stories that are irrelevant to most of the reporters on a massive list will only alienate you from the reporter who might be just the right match your next story. Take time to exclude reporters who obviously are not a good fit, then look even closer at names and outlets that remain. A quick online search of the reporter’s name and outlet will give you a sampling of what they’ve covered in the past and provide insights into what and how to pitch them. You can find reporters not in the contact database search by searching for articles on the topic and taking a moment to make sure the idea will be a good fit. Just because a city hall reporter wrote once about an education-related app mentioned at a school board meeting on her beat, doesn’t mean she would write about the homework helper app developed by a client.

Make Subject Lines Clear and Compelling

For any email communication, subject lines are key to getting your email opened. If sending a pitch by email, write a good subject line first. When you’re done drafting the email, look at the subject line again. The subject should be short and compelling. It doesn’t have to tell the whole story. Get the active verbs and engaging ideas into the first few words of the subject line. “Long Company Name is Pleased to Announce…” may get your company or client’s name in there first, but it doesn’t give the reporter a reason to open it. Reporters and editors skim their inboxes looking for good story ideas, and their eyes glaze over when they receive press releases and emails with that same headline and lead multiple times a day.

Keep the Pitch Short and Tailored

Journalists’ most common complaint about public relations professionals is that their pitches seem to indicate they don’t know anything about the reporter or the outlet. As you research reporters and create concise and relevant media lists, make note of each reporter’s specific beat and readership, and tailor the pitch accordingly. Pick out the angle that best fits the reporter and briefly say why you think they would be interested. A few well-written, well-targeted pitches are more likely to get results than mass mailings to reporters who would never write on your topic. When we do our job well, reporters see us as valuable sources and eagerly open emails from public relations professionals who have helped them identify and put together stories that are relevant to their audiences.

With a little imagination and some research, media pitching can be fun and productive for you and the journalist. Take some time to identify the right reporters, to create a compelling subject line, and to tailor the pitch so reporters can quickly see the relevance.

What Can PR Pros Expect in 2018?

Written by Sharon Reis on . Posted in Firm Culture.

To learn more about how the changing national political environment is affecting workloads and to understand how communications experts are preparing for 2018, The Reis Group surveyed members of the Public Relations Society of America, and we are eager to share what we found.

2017 emerged as the year when communications professionals were asked to do more, sometimes a lot more. Just over one-third of PR professionals reported an increased workload and approximately one in 10 said their workload is in a constant state of change because of the political environment. No one said their workload has decreased.

Many were asked to provide ROI projections to justify the investment of time and resources by leadership and subject-matter experts. These findings lead us to believe that our jobs are becoming more challenging, and not necessarily more appreciated–unless we can justify our value.

The current environment is affecting how PR people expect to spend their time in 2018. The top three growth areas are predicted to be social media, messaging, and issues management, followed by thought-leadership, consumer education, and research.

Time spent on earned media, advocacy, and branding is expected to decline in the coming year. This is surprising and brings into question whether the growing competition for share of voice in the media and among policymakers is partly to blame. It’s becoming increasingly challenging to stand out in the roller-coaster perpetual-news cycle.

PR people are worried about the economy, and for varying reasons. One exec alluded to the surging economy driving up demand for communications services. Others voiced concerns about a possible looming recession and the reduction of federal monies that fund health care campaigns and their communications budgets.

Many of these changes are to be expected, so being asked to do more with fewer resources isn’t a new challenge for our field. However, what we are tasked to do on a day-to-day basis is changing, and PR pros need to be ready for this.

If 2017 was a year of increased workload, then 2018 will be the year of figuring out how to stay “present” on a range of communications channels and document the impact you are having for the organization. If you can’t measure it, you probably shouldn’t do it.

Some content for this blog was adapted from an article published in October 2017 edition of O’Dwyer’s.

Thriving in an Uncertain Health Care Environment | O’Dwyer’s

Written by Staff on . Posted in Firm Culture.

The unpredictable policy seesaw we are experiencing with the new Administration and Congress appears to be having a tangible impact on the lives of health care communications professionals, and not just those focused on policy.

To learn more about how the uncertain health care environment is affecting workloads and to understand how communications experts are preparing for 2018, Sharon and Tamara surveyed members of the Public Relations Society of America and shared their findings in the October 2017 issue of O’Dwyer’s magazine.

Below are five key areas to focus on in the coming year.

  • Grow your organization’s social media presence
  • Prepare to respond to emerging issues
  • Build content-marketing expertise
  • Seek new groups to partner with on outreach
  • Do more with limited resources
Download the full article and find out if your team is ready to meet the new demands.

 

>>Learn more about Sharon and Tamara and drop them a hello here.

Social Media Strategies You Need to Know

Written by Emma Salter on . Posted in Building Credibility.

The best campaigns achieve the farthest reach and highest impact, but only if strategic communication professionals have a solid understanding of social media, and also know how to best employ it. As communicators and storytellers, we’ve learned how to do this pretty well and have gathered some key tips to increase awareness or position your brand on social channels:

Make a plan

Spend time researching which sites make the most sense for your campaign. Which platforms best match your message and audience? Study similar campaigns and learn from their strategies.

Understand who your target audience is, and which platforms they frequent

In the planning process, identify the preferences of your audience. Are they incessant tweeters, or would they prefer to pile up lots of likes on Instagram? Brainstorm the types of posts and messaging that are most effective for this specific audience.

Craft salient posts

Think carefully about what you want to say on social and how you can make it most interesting. Make sure that you are weaving core messaging throughout your posts, without being redundant. Strike a balance of timely issues and evergreen content.

Use images and video

If a picture is really worth a thousand words, it’s worth even more on social media, where tweets with images receive 150% more retweets than those without, and Facebook posts with images garner 2.3x more engagement than those without. To ensure that your message sticks, create eye-catching images or include short videos, a trend that has proven very effective.

Post frequently and build credibility

To get your message across powerfully, you must have a consistent presence on social. Create an editorial calendar to help organize your posts. Be informative and relevant, but definitely avoid spamming your audience. Finally, make sure that what you’re sharing and posting is factual and timely to those you’re trying to reach. That’s how you build credibility as a source.

Follow these steps, and you’re on your way to a smart and effective social media plan, PR pros!

Sharon Reis

Sharon Reis Named 2016 Finalist in the WWPR Annual Women of the Year Award

Written by Staff on . Posted in Firm Culture.

Sharon Reis, principal of The Reis Group, has been named a finalist in Washington Women in Public Relations’ (WWPR) 27th annual Women of the Year award. The award celebrates the accomplishments of women who are raising the bar in public relations.

“We’re thrilled to honor Sharon Reis as a Woman of the Year finalist in 2016. Her leadership and contributions to the field of public relations are highly respected in Washington,” said Mara Vandlik, president of WWPR.

Reis, known for her relentless drive and sure-handed expertise, represents top-tier progressive clients focused on health, health care, science, and social issues. Her award-winning campaigns are based on comprehensive research and driven by her expertise in generating tangible results through strategic messaging and media relations. She is actively involved in the work of each of the agency’s 20-plus clients, and mentors team members as they lead and manage accounts, campaigns and projects.

WWPR will host its annual luncheon on Friday, November 18, 2016, at the Fairmont Hotel where it will announce the Woman of the Year awardee. WWPR has celebrated the accomplishments of the industry’s female leaders since 1990. Fellow finalists, Martha Boudreau of AARP and Maria Rodriguez of Vanguard Communications, will also be recognized at the event.

“Sharon exemplifies fierce, unwavering leadership, poise, and above all, communications prowess that has shaped the public conversation on medical research, health, and wellness over the past 20 years. I am in awe of her steadfast commitment to her team and the clients whose issues and causes she strongly believes in,” said Tamara Moore, vice president, The Reis Group.

Learn more about Sharon here.

Five Tips for Being Pitch Perfect

Written by Tamara Moore on . Posted in Building Credibility.

Below is an excerpt of an article originally published on PR News. Read the full article on PR News.

Great stories—about medical breakthroughs, heroic acts by children, emerging infectious diseases—are relegated to the trash bin, while “Grumpy Cat” is featured on national evening news. There are plenty of reasons this happens. Newsrooms are shrinking. Reporters are more harried since they are asked to write, blog, tweet, appear on video, among other duties. Brand priorities change and resources are limited. But most likely the problem lies in the execution of the pitch.

It is easy to understand why many organizations shy away from media relations in favor of brand journalism to tell their story, instead of seeking earned media to share this information. While these can be complementary approaches, a strong media footprint brings with it independent third-party validation. As such, news articles often are viewed as more trusted and can have more influence than advertising, social media or some forms of brand journalism.

An inPowered study found that reviews and articles from third-party websites and blogs improved consumer familiarity nearly 90% more than owned channels, such as websites or social media platforms.

Master the Pitch

Media relations is part storytelling and part selling, but for an in-touch profession, PR relies on surprisingly few tools to get the job done: namely, email, social media and phone calls. Any pitch needs to be capable of attracting a journalist’s eye in 15 words or fewer, regardless of the type of outlet. With smartphones and social media, brevity is key to media relations, but it doesn’t replace the need for carefully crafted, well timed pitches. Initiating and nurturing strong relationships with journalists and securing earned media coverage remain crucial in the age of social media and mobile technology. Since many journalists evaluate pitches on their smartphones, a lot are deleted with a simple swipe immediately after the subject line and a short excerpt are skimmed. Some tips:

  1. In email pitches, the subject line is most crucial. Subject lines should be descriptive and to-the-point, avoiding hyperbole or buzzwords. The pitch itself can go into more detail, but should remain focused and easily skimmed.
  2. Pitches must compel and offer multiple angles. Why should the journalist, and their readers, care? Why now? Add context; it can demonstrate how the pitch fits within a topically broader trend, inspiring the reporter to consider how to use the information. Providing multiple potential angles for the reporter’s work adds value to the pitch.
  3. Forecasting an ideal news environment can add immediacy to your pitch. Understanding and planning for these eventualities, such as major industry meetings, legislative calendars or even seasonal events, can help avoid releasing your news at the wrong time and succeed in securing coverage at the perfect time.
  4. Timing also means understanding publication schedules of the outlets that you pitch. While most media outlets have a digital presence, many newspapers, trade or broadcast stations look to publish longer, well-researched pieces in their flagship publications. Planning by you is critical here.
  5. Ask. And do it clearly. The end goal is maximum media coverage, but that’s not where to start the conversation. Do you want the reporter to learn more about your issue? Spend 30 minutes to meet with your organization’s leadership? Attend a briefing? It’s easy to get caught up in crafting a beautiful narrative that places your issue in the center of the world, but never actually gets to the point of why you’re writing, calling or tweeting.

The chasm between journalists and PR professionals will continue to grow. Consider this: the Bureau of Labor Statistics projects that by 2024, the PR profession will grow 6% from 208,030 professionals, while the pool of journalists will shrink 9% from 54,400. It’s essential to hone the art of pitching to break through the noise of competing interests and achieve earned coverage.

Read the full article on PR News.