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Bringing you expertise & ideas from the front lines of communication.

Author: Dan O’Keeffe

Founder & CEO

Meet Jocelyn Summers

Hi everyone! My name is Jocelyn Summers, and I am the newest member of O’Keeffe PR. I love storytelling and exploring the impact of the written word on people’s attitudes. I am a fanatic of all things digital but have a love-hate relationship with HTML. I have experience in corporate communications and have developed public relations strategies for local non-profits. I approach every day as an opportunity to learn a new skill.

What drew me to O’Keeffe was their culture. From the moment I stepped through the door, I knew they were passionate about their team and equally passionate about their clients. I am excited to be a part of the tribe!

Why did you choose this industry? 

I have a passion for writing. When I was a kid, I convinced myself that I was going to be the next J.K. Rowling. But through the years I learned that you don’t need to write a novel to tell a story. So, here I am!

What advice would you give to someone trying to break into the industry?

Be tenacious. I know that this is easier said than done, but if you fall, get right back up, take a lesson from it and try again. If you listen to feedback and constructive criticism, you will be amazed at the skills you develop.

If you could tell our clients one thing, what would it be?

We do care about each of our clients. The passion I sensed my first time meeting the team has only grown since I’ve joined O’Keeffe.

What was the last book you read?

A friend of mine gave me “You are a Badass,” by Jen Sincero for my birthday and I have read half way through it. It’s a fact I already knew, but I appreciated the reminder.

Favorite word?

Cattywampus. Say it out loud; you’ll love it too…

Least favorite word?

Definitely. I spelled it wrong in the 3rd-grade spelling bee, and I have second guessed myself on it ever since.

What profession other than marketing would you like to attempt?

As you may have guessed from other information in this post, an author. Move over J.K. Rowling, J. Summers is the new kid in town!

What is the best thing from your line of work?

I love that I don’t know exactly what my day is going to look like when I walk into the office. I thrive off of the energy and fast pace of being a part of an agency.

Tell me two truths and a lie.

I have a great sense of direction. I am allergic to cats. I am a vegetarian.

Meet Tiffany Ridenour

Hello! My name is Tiffany Ridenour, and I’m one of the bright, new faces here at O’Keeffe. I just graduated from Miami University with a dual bachelor’s degree in Professional Writing and Strategic Communication. During my time there, I was an active member of PRSSA, where I learned a lot about public relations and other career paths. I have a passion for writing and connecting with people, two things that just may come in handy.

I found my way to O’Keeffe PR by not listening to everyone who said the only way to get into the business is networking, even though it’s essential. I’m the first in my family even to attempt college, so giving up wasn’t an option. I found the firm by seeing what was out there and so far, I love what I found. I can’t wait to see where this tribe takes me. 

Why did you choose this industry?

I love writing. I know PR is more than that, but it’s one of the critical things to succeed. You have to be a great writer. Of course, I didn’t like it at first, but it grew on me. After taking a few classes in college that had me create PR campaigns and press releases, I knew it was what I wanted to do.

What advice would you give to someone trying to break into the industry?

Don’t wait around for jobs to appear on those career websites. Go out, research companies, network. You don’t need to know someone to get into this industry, even though it helps A LOT. Figure out who you want to work for and reach out to them. The worst that could happen is they say no.

What are some projects you have worked on?

While at Miami, I created a mini social media campaign and content strategy plan for my hometown, the City of Hamilton. I also created a public relations campaign for a local business in Oxford, Ohio where I created and designed a website for a client.

What was the last book you read?

Besides all those dreaded books that college classes make you read? “Jane Eyre” by Charlotte Bronte. Next on my list is “Sense and Sensibility” by Jane Austen.

What’s your favorite movie genre?

I enjoy horror movies. Like public relations, horror movies have twists that you could never expect or when something will pop up and cause a crisis. It’s hard to predict how everything will turn out, and that’s what fascinates me.

Where do you get your news from?

Like most millennials, I look at Facebook. I use Yahoo when I’m on the go, don’t have time for social media or something important is happening. When I’m home, I’ll probably turn on a local news station.

What is your least favorite word?

Musk. It’s my equivalent to moist.

What profession, other than public relations, would you like to try?

Nursing. I like helping people and making those personal connections is what means a lot to me. Plus, I very rarely get grossed out by things.

Tell me two truths and a lie.

I’ve never been out of the country. I have two dogs. I have a daughter.

How Being a Step-Mother Has Made Me a Better Public Relations Professional (and Vice-Versa)

Looking back, I stumbled into the world of public relations much like I did the world of step-motherhood. If I’m honest, neither were my first choice and had I known ahead of time the hours, frustration and exhaustion each would bring, I’m not sure I would have dove into both quite as fervently as I did. With that said, after time, effort, and a little wine, I know I am exactly where I belong.

Flexibility

When you’re a step-mom, you enter a no-mans-land of parenting. I say no-mans-land because no man (or woman) ever grows up to say they want to be in that land. You have many of the same responsibilities as bio-parents (packing lunches, taxiing around town, sitting through various sports practices and cleaning up vomit) without many of the perks (breakfast-in-bed on Mother’s Day, input in daily decisions and the uninhibited love of the child). You learn early on that the relationship between you and your spouse, you and your step-children and you and the rest of the world is a dance. It’s a constant give and takes and one must be able to navigate and adjust expectations on a dime. Things don’t always go as planned. Many times the only thing you can expect on is the unplanned. These little humans are complex, and so are the many relationships that go along with them. Bobbing and weaving is a daily occurrence, and one must be able to recover quickly or be knocked out of the ring.

Similarly, if you want to succeed in the world of public relations, you must learn to be flexible. We’re talking full-on splits flexible. Clients, media, and even your agency team is ever changing. Agility and the ability to think on your feet are a must. If your client calls you an hour before they’re to appear on a live morning show to tell you they have an aggressive case of pink eye, what do you do? If you pitch your heart out about your client’s new product, and your media friends are excited to tell the story, but at the last minute the product is canned, what do you do? Flexibility is critical, and a level head is a necessity. My stepdaughters’ have given me many opportunities to strengthen my flexibility muscles, and I’m thankful they have, especially since the examples above are real-life pages from my career book.

Gentle Persistence

Secondly, as a step-parent, you quickly learn the art of gentle persistence. No one likes to be hounded. Having someone constantly looking over your shoulder and asking if you cleaned your room, fed your turtle, or used shampoo to wash your hair, is not pleasant. I have learned that my girls hear me ask the first time, but for various reasons (My Little Pony Friendship Adventure is on, they’re making paper bag puppets, or an intense game of Daniel Tiger’s Neighborhood is about to go down) they are “unable” to accommodate my request. While I refuse to give up on my original ask, I step into their world, see the importance of what’s happening to them at that particular moment, and take a step back. Later, when the time is right, I gently remind them of my original request or direction.  While this is by no means fool-proof, and there are times that they give me the proverbial take-a-hike look, most of the time they respond favorably.

Likewise, we need to put ourselves in the shoes of our media friends. Many are stretched thin and working against razor-thin deadlines. When you’re feeling that kind of pressure, the last thing you need or will respond to is a PR person asking for the third time if you received their pitch. Conversely, as a PR professional, we still have the responsibility to our client to leave no stone unturned when telling their news. After all, if we’re not gently persistent in sharing their story and telling folks why it’s important, who will?

Creativity

The next thing my girls have taught me is that creativity is king. Like adults, their brains are being bombarded with thousands of messages every day. From school to friends, to PBS Kids, they’re being served up lights, sounds, and ideas that make my faux-momma mind tired. If I want to cut through the clutter and make memories with my girls, I need to be memorable. I need to think of new ways that will engage them and give them something to think about after the day or the event is over.

Equally, as PR professionals, we must be able to think differently.  Every day we are tasked to be creative, whether we’re approaching an old story in a new way or taking a story and making sure we tell it in a way that it receives the attention it deserves. This skill is necessary for both roles, and I am grateful my girls have pushed me to develop this ability, even on my off days.

Thick Skin

Let’s be real for a minute. I love my girls. They are a part of my life that I never thought I had room for, but I do. They have expanded my heart and made my life fuller (and more chaotic). With that said, I’m not their bio-mom. I never will be their mom. Remember what I said above, as a step-mom you do many of the same dirty deeds that their birth mother does, but often you don’t reap the same rewards. I’ve learned not to take this personally (most of the time).

PR professionals need to apply the same roll-off-your-back mentality to avoid burn out. There are many time times that we hear no thanks (or just NO) from a reporter, journalist or client. We can’t take this personally; it’s the world we work in.

As for my girls, many sweet moments happen, too. The way they snuggle in for a story at night or to watch funny animal videos on YouTube, the good night hug, and even when they tell me that my Ranch dressing is better than their mom’s (I’m #1 at something!). I relish these special moments the way I relish when a reporter does an amazing piece for my client. You take the good with the bad, and you choose to remember the good when the laundry is piling up, and emails and phone calls to your media friends go unanswered.

Focus on the Relationship

Lastly, my girls have helped me hone my relational skills. Just because I married their Dad, doesn’t mean that instantly we felt like a family or that they trusted me. Quite the opposite. I sat on the sidelines for longer than I’d like to admit before I realized that if I wanted to be embraced, I needed to embrace. I needed to dig in and show up for them. I needed to read books with them, play Calico Critters, watch Larva (if you don’t know what this is, you should). I needed to get to know them and what makes them tick before I could put any expectations on them. The same goes for our clients and media friends. We need to do our research and make sure we’re bringing them stories that are right for them. Everyone prefers to spend time with people who have taken the time to invest in them. My girls have taught me to put the time in before expecting the reward.

When I started my career in marketing, I had no idea that I would one day be a part of the PR tribe. In the same vein, when I started dating my husband, it hadn’t occurred to me that I would enter into the position of bonus-mom. Both were unexpected and at the time, challenging. Now that I have *ahem* a few years under my belt, I can say both are exactly what I want for my life and I wouldn’t have it any other way. My girls have shown me how to be a better bonus-momma at home and a better PR professional at the office.

The Fifth Marketing Wave

Will the Art of Creative Marketing Become a Science?

Robert Keith wrote an article “The Marketing Revolution” first published in the Journal of Marketing in 1960. Keith examined the marketing practices of the Pillsbury Corporation between 1869 and 1960, almost a century of evolution. From his research, he identified four different eras of marketing that correspond to the evolution of both technology and the marketplace.

Keith called the years up to the 1930s the production era. The era was characterized by an abundance of raw materials and new technologies and mechanical processes which fueled investment in mass production. Many companies concentrated on mass producing one single item. Marketing efforts generally consisted of informational brochures and catalogs.

From the 1930s to the 1950s, companies began to get more aggressive in their search for a competitive edge. What emerged was the sales era. Sales campaigns were devised to persuade customers on the advantages of a specific product over others. The customer’s wants’ and needs became important. Evolving technology and infrastructure sparked development of distribution networks.

Brand marketing emerged during the marketing era spanning the 1950s to the 1960s which corresponded with the development of broadcast technology. Advertising began its golden age. Companies created marketing departments, and what became the art of modern marketing and advertising methodology. The brand manager emerged as the individual responsible for all marketing activities associated with a brand, and competition increased as marketers concentrated on persuasion to influence consumer purchasing.

The period from 1960 until recent years has involved an increased focus on the customer, such as identifying needs, wants and buying behaviors. Market research emerged in the form of consumer surveys and focus groups. In the 1980s, what is known as “relationship marketing” became a common marketing practice, still, very much an art form as reliable measurement tools didn’t exist.

Today, a fifth era has emerged: the era of customer data and analytical insights. Technology and data capture has enabled the science of consumer insights. A 1960’s CPG brand manager made decisions to change the packaging design based on a focus group of a dozen individuals and his or her instincts. Today, marketers have access to the collective data from millions of consumers in real time distilled into actionable insights. Marketing, once exclusively an art, has made a giant step towards evolving into a science.

Will there still be a place for creative marketing in the future or will science, and data alone drive marketing? My answer is yes. The science can tell us definitively what works and what doesn’t. That’s a potent tool. But content and messaging will always play a vital role in the marketing equation so long as people, not machines, make buying decisions.

 

When You’re a Marketing Team of One

When you’re a marketing team of one, things get more complicated. Things like schedules and strategies and goals can quickly get usurped for the latest marketing fire unless you’re able to get ahead of the rest of the organization. I should know –  I was a marketing team of one for a good chunk of my career before joining the O’Keeffe tribe.

Here are the top five things I wish I’d known early in my career as a marketing team of one.

  1. Documentation is your best friend.

It sounds like a no-brainer, right? Document things. Easy peasy. But when you’re a team of one, you’re likely juggling priorities across the business and, depending on the history of the organization, and who you report to, you may be dealing with conflicting ideas on how you should move forward.

Hence documentation.

It’s more than just a recap of emails after meetings (although those are essential). Think about how you can best communicate your strategy and your wins across the business. Would a monthly report help? How about a note breaking down wins via email with a why it matters summary? Find ways to bring your leadership and the rest of your organization along on this magical marketing journey with you.

  1. Stay connected within the marketing community.

As a marketing team of one, you will likely be the only person who gets excited when a significant client tweets at you or when you double your open rate on that biweekly email send. Find your local marketing community and make nerdy friends. Sometimes a lunch spent talking segmentation is the boost you need to push out your new content strategy. Your local AMA is an excellent resource for this, but so are Meetups, user groups, and events or conferences.

Make friends, and you’ll always have someone to call to celebrate a big victory or talk you off a ledge when Salesforce breaks.

  1. Keep a roadmap.

Depending on the nature of your organization and whether you’re setting the long-term strategy, you’ll need to keep an eye on your initiatives. Sometimes you’ll be working through a tough time with your sales team, and you’ll need a way to refocus on what’s next. Your roadmap will be your strategic marketing bible and help you cut through priorities. It’s easy to get overwhelmed as a team of one. Being able to reference that roadmap can help your leadership stay focused on where you can make the most impact.

  1. Do the math.

Let’s face it: pulling your monthly analytics isn’t a high priority when you’re managing a giant marketing strategy. But it’s also the one thing that will help you see the light at the end of the long, complicated white paper you’re writing. Being able to see your progress is hugely motivating, and that process of continual optimization isn’t possible without a historical perspective on your efforts. It’ll also save you if you ever want to find a new home because showing concrete results is the best way to land your next gig.

  1. Find time to get creative.

When all of the pressure rests on your marketing shoulders, it’s easy to stay head down and ignore the outside world. You’re just trying to knock out this week’s social posts – there isn’t time for nerding out with a whiteboard and reviewing your personas. The single best way to stop stress and burnout is to stay creative and engaged in your work. Make the time to develop new strategies, review fun ideas, and learn skills that help set you apart. It keeps your brain fresh and your marketing strategy even fresher.

Being a marketing team of one isn’t easy. I’d wager that it’s one of the hardest roles to fill as a marketer. That kind of ownership and responsibility can be insanely fun if you’re able to ride through competing priorities, times of loneliness as you long for a team, and all those conversations explaining just what exactly you do to the rest of the organization.

Did you read this and think, gosh, I wish I had a marketing buddy like the O’Keeffe tribe? We’d love to work with you and help you tell your story. Send us a quick message and let’s talk.

Meet Lisa Dyson

Hi, I’m Lisa Dyson. I’m new to O’Keeffe PR but not new to the business, not by a long shot. I began my career in marketing by helping a then emerging brand gain local awareness.

Hi, I’m Lisa Dyson. I’m new to O’Keeffe PR but not new to the business, not by a long shot. I began my career in marketing by helping a then-emerging brand gain local awareness. Today that brand is a household name, and I get to say that I was a part of the early foundational growth. Seeing a brand flourish from the ground up is like a runner’s high, you want to keep achieving at that level over and over again!

These days I get to help many different brands gain maximum exposure and reach levels of recognition and awareness they did not know possible. Telling a brand’s story in a new and impactful way is my passion, and I consider myself lucky to have found an agency/tribe that is equally as passionate!

What’s your best piece of advice for a new marketer?

Always tell the truth. It’s possible as marketers to be so excited about your client and what they offer, you begin to attribute super powers to them. While it can be flattering for the client, we need to step back and tell their true story so well that there is no need for embellishment. When you always tell the truth, you allow your brand to create its real success, and it never needs to be measured to a fairytale you inadvertently created.

If you could tell our clients one thing, what would it be?

We see ourselves as a part of your inner circle. Our job is to help you shine, and we genuinely celebrate your wins and successes! Don’t hesitate to think of us as a part of your team; we already feel we are.

What’s the last book you read?

Henry and Mudge Get the Cold Shivers by Cynthia Rylant. I have a 6-year-old. Enough said.

Favorite word?

Garlic. No matter what comes after it, I know I am going to love it.

Least favorite word?

Diet. It automatically brings a sad face.

What profession other than marketing would you like to attempt?

I’d love to open a small floral and gift shop. I’m attracted to all things sparkly and pretty, and I love the color, and life fresh flowers bring to a home. Being able to create beautiful arrangements that make people smile would be a dream.

What’s the best thing about our line of work?

I love what I do for a living, so it honestly is difficult to choose one thing. I think solving a problem or creating an innovative solution through team collaboration is always a highlight. When a team is firing on all cylinders and ideas and thoughts are coming together, magic happens. I love the rush of team synergy when you know you’re onto something special. It is invigorating!

Tell me two truths and a lie.

  1. 1. I’m allergic to kiwi  2. I’m deathly afraid of lightning  3. I am an avid tandem bike rider

Learn more about me! Check out my full bio here or take a look at my LinkedIn profile here. And if you have any guesses about which statement is my lie, send us a tweet.

The Communications Olympics

The Problem of Distracted Audiences

It all started in 2010, a new competition in the Winter Olympics. That was the year Google, Microsoft and Yahoo each unveiled separate renditions on search, blogs and mobile for fans to follow the 2010 games in Vancouver.  Flash forward to the 2018 Winter games in Pyeong Chang and the competition is still fierce among these three competitors. But another competition is being fought behind the scenes. It is the marketers battle to place their content and gain the attention of the viewing audience. And the winners are…we’re not sure.

The web and social media has brought Olympics fans closer to the action at home, the office or on the go. People have access to news, event schedules, stats and pictures, and can watch competitions live on any of their devices. How the world has changed in a few short years. Not only are athletes’ event performance viewed with a microscope by tens of millions, so too is their performance when not actually competing.

Audiences seem to be as interested in who placed in which event as they are in a female skater’s wardrobe malfunction, or a French athlete being sent home for lack of team spirit, to an analyst’s inappropriate comments on domestic violence. A new element has been introduced marketers need to factor into the equation: audience distraction.

As marketers we are vigilant in seeking out new platforms from which we can communicate to specific audiences. Social media has transformed our ability to communicate meaningful content to segmented audiences most likely to respond. Instead of simply seeking a wider audience, we are able to drill down with analytic tools to reach specific audiences. What are the ramifications when a chosen channel with a specific audience becomes fractured by a distraction. Will the tracking, monitoring and analytics software measurements we use to evaluate campaigns hold up?

Distracted audiences aren’t a new phenomenon, but for the first time, marketers are gaining the ability to measure the impact on their campaign. This is going to be interesting.

How about those North Korean robo-cheerleaders?

Want help connecting with your distracted audience? Let’s work together!

Meet Michael Loch

Happy first week on the job! Now let’s envision a thunderous drum roll as I take this time to introduce myself.

I’m a marketing and communications enthusiast who nerds out over the latest technology trends. I like to think that my left and right sides of the brain are in harmony with each other. I discovered O’Keeffe PR through mutual connections (hurray for networking!), and was immediately impressed by the culture that values collaborative creativity, openness, and delivering awesome value to our clients.

What did you do in your previous life? 
I worked in the higher education and nonprofit fields before venturing to O’Keeffe PR. I wore many hats including PR, media relations, marketing, special event planning, fundraising, sales, and volunteer management… phew!

If you could tell our clients one thing, what would it be? 
We are your partner, and we obsess over your success. To help us achieve your goals, the more information the better. Knowledge and communication are key elements to success. We’re here for you, so we’re just a phone call or email away!

What’s your best piece of advice for a marketer? 
Be a go-getter and say yes. Say yes to that networking opportunity, workshop, and project or job opportunity that you may think is over your head. As marketers, we need to stay on top of the latest trends in this rapidly evolving field. It’s not enough to just read about what’s going on in the marketing world, you must practice it. With data and technology becoming increasingly crucial factors in marketing strategy, it’s important to not lose the human side of the story. You still need to create content that connects.

What’s the last book you read? 
I’m currently in my last semester in the Master of Business Informatics program at Northern Kentucky University. I’m reading two textbooks for my classes – E-Commerce and IT Strategy. I have a long list of leisure reading I need to catch up on after I graduate this May!

What’s your secret marketing weapon? 
My curiosity and willingness to get experience in trying new things. I fully believe that marketers need to be curious, look outside of the box, be open minded, and have the drive to learn new skills. I’ve been fortunate enough to explore all the different facets of marketing throughout my career, by volunteering, and with the American Marketing Association.

Tell me your favorite metric to track. 
I’m a ROI type of guy. I like to see what the cost per conversion is. Knowing how much we’re spending for conversions is a key indicator in figuring out whether the campaign is working in our favor or if some tweaking needs to be done. On a separate note, since I like attention, I satisfy that craving with engagement metrics.

Favorite word? 
Rad. Can you tell where I’m from?

Least favorite word? 
Deserve. We don’t deserve clients, customers, sales, press attention, and reputation. We earn them. We must keep earning that trust by being great partners with our clients and diligently working to help them succeed.

What profession other than marketing would you like to attempt? 
It’s going to seem like I’m cheating off Megan’s blog post, but being an astrophysicist or astronaut would be my career choice in another life. I’m a huge space nerd and have always found physics to be extremely interesting. Astronomy and physics are my favorite branches of science. Not going to lie, I’m kind of jealous of SpaceX’s “Starman” who is cruising around the cosmos in a Tesla Roadster.

What’s the best thing about our line of work? 
No day is dull or the same. I’m stoked to be working alongside an awesome team of dedicated, creative, smart, and hilarious people. I love working with a diverse array of clients and helping them achieve their marketing and PR goals.

Tell me two truths and a lie. 
I’m ambidextrous. I only need to travel to Africa and Antarctica to visit all continents by age 30. I’m from California.

Learn more about me! Check out my full bio here or take a look at my LinkedIn profile here. And if you have any guesses about which statement is my lie, send us a tweet.

Meet Semhar Tsegay

Beginning something new is one of my favorite things to do. Especially, right after I ring in the new year. Everyone is energized, enthusiastic, and ready to start something, anything.

That exactly how I felt when I commenced my final semester at the University of Cincinnati and my new position at O’Keeffe. For the foreseeable future I will be here soaking up all things public relations and content marketing. This isn’t my first internship, but hopefully it will be my last before I graduate this spring. Here’s what you should know about me…

Why did I choose this industry? 
Technically, I didn’t. It choose me (corny, I know). I study Communication, Economics and Public Relations because I love learning about people, their behaviors and why they make certain choices. When I landed a great co-op in 2016 working as a marketing intern under Megan Smale, I found that Marketing allowed me to do all those things and more. So, I haven’t looked back since.

Favorite marketing tool? 
Hootsuite, because not all millennials like to be on social media twenty-four seven. Being able to schedule out social media content for weeks or even months ahead of time is organization at its finest. My favorite thing about this is being able to sit back and watch my social media plan unfold, mwahaha.

Favorite thing to read? 
Right now, it’s Thinking with Type: A Critical Guide for Designers, Writers, Editors, & Students. It’s given me a new appreciation for how words are presented and made me even more detailed orientated. What the point of writing something beautiful if no one can read it clearly?

My spirit animal?
It’s gregarious, colorful, and likes to dance, can you guess what it is?

You can learn a little more about me here. Know what my spirit animal is? Send us a tweet!

Time to Plan The Perfect Plan

I love year-end holidays. It starts around Thanksgiving when everyone tries to squeeze in their remaining vacation days, and continues through New Year’s Day. Offices are virtually deserted. Yesterday morning, while manning my post in the office like a good soldier, I received two emails, both from co-workers informing me they were going to work from home. Perfect. Continue reading “Time to Plan The Perfect Plan”

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