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Tag: strategy

A Passion for Pie

Written by Staff on . Posted in Firm Culture.

Next week, The Reis Group will temporarily trade PR for pastry-making when our staffers prepare their entries for the Great 2019 Pie-Off! This time-honored annual team tradition requires creativity and flair in the kitchen for us to master recipes that can stand out among a group of up to 10 pies, prepared by our highly competitive staff. On the flip side, our digestive fortitude also will be put to the test as we sacrifice our waistlines and taste each and every pie in search of this year’s winning entry.

This competition is serious stuff around our Dupont Circle office. To prepare for this year’s Pie-Off, we caught up with TRG master pie-maker, Stephanie Wight. In her seven years with the team, Steph has been recognized for her prize-winning pastry creations four times!

Q. How many of your pies have been honored in the Pie-Off?

A. I had to go back to my Instagram archive for this one. The first time I won was in 2014 with a blueberry custard pie. Then in 2015 I earned second place with a Smore’s Brownie pie. In 2016, I won with a Pear Ginger pie, and then last year I went from sweet to savory and won top prize with a Sausage, Apple and Sage pie. Important to note that all these winners were judged primarily for taste, not for appearance. I’m definitely not a visual artist when it comes to my baking.

Q. What’s your most memorable pie?

A. The Blueberry Custard became a fan favorite among my friends and family. And then the Pear Ginger was a unique combination that turned out great. I attempted artistry by braiding the crust – and it actually turned out pretty well, which was a miracle!

Q. What do you look for in a recipe to make these delicious creations?

A. I look for an element of surprise. Everyone loves traditional pies, but you need to have some kind of an edge to stand out. This year will be interesting because I’ve heard lots of buzz about savory pies, which have won the past two years (shout out to Tamara Moore’s meat pie in 2018—that was amazing!) So, this year, we might have an even mix of sweet and savory, making the selection process even more difficult!

Q. Do you have any baking memories from childhood that have instilled this skill or passion?

A. My first Reis Group Pie-Off in 2014 was the first time I ever baked a pie! Although I do have fun memories from childhood helping my mom bake cookies and cakes. My grandma always brings pies for Thanksgiving, but for the past few years my Pie-Off winners have shared the Thanksgiving table with hers. The S’mores pie is another family favorite!

Q. What’s your Pie-Off routine?

A. First, I search Pinterest and some cooking magazines to select a pie…. then, I make sure to plan lots of free time on the Sunday before the contest to bake. Since I’m not the most experienced baker, I read through recipes during the selection process to make sure they aren’t too complex. I also have always gone with either store-bought crust, or crusts that are easier to make like graham cracker crust or even better—Nilla wafer crust! If I’m going with a fruit pie, I make sure to buy ingredients in advance, to get the optimal degree of ripeness.

Q. Do you have any Pie-Off advisors?

A. Well, my boyfriend, Mick, otherwise known as Chef Micky B, is a very good cook. His stepfather is a long-time chef in South Florida, so Mick grew up learning from the best. However, he doesn’t know much about baking, so the baking tips from my mom have been the only cooking lessons I’ve been able to share with him. He will definitely be involved in the selection process for my pie and he’ll be around for any emergencies while baking.

So, I’m getting ready for a great time next week with my creative colleagues—and then I’ll be heading to the gym to work it off—and then start thinking about my 2020 recipe!

>>Learn more about Stephanie and drop her a hello here.

The Bicycle Connection: Focus on the Top

Written by Beth Casteel on . Posted in Positioning Issues and Brands.

I ride my bike to work as often as the weather, my schedule and daylight will allow. After Daylight Savings Time this spring, I found my first opportunity since Thanksgiving to ride the 10 miles from my home in Virginia to The Reis Group’s office in Washington’s Dupont Circle. The ride home is particularly challenging. It includes some intensely difficult climbs, especially two consecutive hills known by local commuters as “The Twin Sisters.” In the years I’ve been riding in this area, The Sisters have been my big test. On some of my worst days, joggers have passed me by as I shifted to my lowest gear and labored toward the top. On my very worst days, I stop at the first lamppost halfway up the first and hardest of The Sisters and trudge my bike up the hill.

Heading home on my first bike commute this spring, as I approached that first hill, I couldn’t take my eyes off a huge puddle near the bottom. If no bikes were coming the other way, I could go around the puddle to the left where the water was lowest. Or I could ride right through it, and certainly spray water and mud up my back and all over the newly cleaned bike. When I reached the puddle, I made it through just fine at a spot where the water was low, but then I immediately had to stop, without the momentum or strength to go any further. I got off the bike and pushed it up the hill. Got back on at the top, and completed my ride feeling dejected.

It hadn’t been that long since I had been bike commuting at least two or three days a week. In the fall, I had even felt great on a week-long bike ride across Michigan’s Upper Peninsula. Over the winter, I had lost a few pounds and done yoga and mountain climbers in my living room to keep up my core strength and endurance. Now, on my first ride of the spring, I couldn’t even make it to the lamppost. I felt even more tired the rest of the way home. I calculated that if I rode at least twice a week through April, maybe I could get back on my game by the end of April or early May.

A week after that first discouraging commute, my schedule, weather and daylight cooperated again, and I got another chance. As I approached The Twin Sisters, there was still water on the trail. I decided this time not to focus on the water or getting past it. I decided not to worry about the darn lamppost either. My focus was fixed squarely on the top of the first Sister. This time, I made it. No problem. And then the second hill: No problem!

The rest of my trip home, feeling elated and strong, I thought about how this experience reminded me that staying focused on the primary objective—making the top of the hill without getting distracted by tactics—is critical in our communications work. Communications planning must begin with a clear vision of our goals that we remain focused on through any project. It’s easy to get wrapped up and diverted by the details, focusing first on the particulars of the press releases, social media and other tactics that are critical to our work. But to reach our primary objectives and remain energized and focused, we have to keep our eyes on the big picture communications strategy: What are our client’s goals? Who is their audience? What is important to them? Where do we want to end up?

Whatever we encounter along the way, we must always bring our energy and our focus back to the top of the hill.

Make News: Using Survey Data to Generate Media Attention

Written by Lauren Musiol on . Posted in Promoting Science.

To pique the interest of reporters and generate media coverage, you must have information that is timely, relevant, and new. Commissioning a public opinion survey is a great way to generate media interest and increase awareness of a specific issue; however, it’s important to keep a few things in mind as you build your communications strategy.

Choose the type of survey that’s right for you.

There are lots of options for commissioning a survey, but the best path to choose will depend largely on your budget and desired scope. We typically recommend two types of surveys for our clients. One is a large-scale, personalized analysis developed specifically for your organization, and containing only the questions you’ve drafted. This type of survey gives you free range to ask a wide variety of questions and then develop unique crosstabs to generate as much interesting information as possible. These surveys are typically used to build an entire campaign strategy. The other type is an omnibus survey in which you are billed based on the number of questions you submit. Your questions will be included as part of a larger survey (involving multiple clients) that is conducted typically on a weekly basis. This approach offers a more cost-effective method for organizations on a tighter budget, and is best for smaller-scale outreach efforts.

Outline your dream headline.

When developing your survey questions, it’s important to go into the process with clear goals and a dream headline. You must ensure your questions are free of bias, while also carefully planning out each question to figure out how the responses might generate the message you want. This is an important step to ensure your survey’s newsworthiness, and will help you anticipate what findings you might plan to pitch to the media.

Ensure the survey is nationally representative.

To ensure the data from your survey is as impactful as possible, it’s imperative that it is nationally representative. Working with a credible research firm can help you achieve this. On average, you must poll at least 1,000 adults to ensure a nationally representative sample. This is a key factor that reporters look for when assessing the newsworthiness and validity of survey data.

Packaging results is key.

It’s not enough to just issue a press release with your survey data. You need to provide reporters with a full suite of collateral materials. Consider developing a report that puts the issue into context, highlights key polling data, and shares expert commentary. Also, consider developing social media posts and/or an infographic to visually convey key data points. Having a full package of materials available will help reporters better understand and accurately highlight the survey findings.

In the changing media environment, you need to be able to make your own news. Based on our experience, we at The Reis Group can help you brainstorm and execute your survey strategy, and generate attention about your issue and build credibility for your organization.