1. You are not honest with your SMEs
   In many companies – especially financial institutions, subject matter experts (SMEs) are
   “untouchable”. They often have a reputation for being difficult partners because they
   always get their way, and they can be oblivious to clients’ changing content needs. How
   do you tell the chief strategist or other leaders they are terrible writers…and keep your
   job? In the world of business, numbers are superior to words. Marketing and
   communications teams that invest in metrics have an easier time getting SMEs to
   undergo communications training, or at the very least open themselves up to feedback. If
   the SMEs see the long-winded, boring video received four clicks in six months and not
   one person watched it entirely, then they may be more open to updating their
   communications style. If you don’t have access to metrics, you may need to invest in
   outside consultants, copywriters or agencies that can provide honest assessments.
2. Your teams are not diverse
   You may get away with diversity of thought internally, but we are talking about diversity in
   race and ethnicity. Too many marketing and communications writers and SMEs are all
   white and it shows in the words, metaphors, examples and references used in content. As
   demographics change, clients want to hear and see relatable content that resonates with
   their lifestyles, experiences and goals. Sometimes, we come across content that has
   already been vetted and approved and we find racially offensive language. If your
   company is hierarchical and all the content producers are white, then you may want to
   look at that, but in the meantime, tap into talent at other levels, empower them, give them
   credit and exposure that can benefit the company and clients.
3. You are not checking out your competition
   It is a costly mistake to overlook the progress of your competition. We are surprised at
   how many marketing and communications executives and SMEs don’t conduct
   competitive analysis on a regular basis. When we meet with new clients and reference
   competitors’ marketing, they are often oblivious. Even when planning to update an entire
   website, a team will overlook perusing other sites to compare direction. When they do,
   they sometimes find their update is already outdated. Clients are constantly conducting
   competitive analysis and looking at websites, email communication, mailers and social
   media to assess whether you’re meeting their needs. How can you show your value if you
   don’t know what others are offering?

In fragmented industries where clients have an overwhelming number of options for
information, it is important to create content that is engaging and has an interesting
perspective. Our approach to content strategy includes communications training for
marketing and communication executives and SMEs, ideation and content creation with
diverse perspectives and competitive analysis to help you reach your goals.

contentcreation #copywriting #financialwriting #fintechwriting #cannabiswrtiting

energywriting #financialpublicrelations #financialmediarelations #fintechpublicrelations

fintechmediarelations #publicrelations #mediarelations #blackpublicist

financialcopywriting #fintechcopywriting #cannabiscopywriting

wealthmanagementwriting #wealthmanagagementcopywriting

The post 3 Reasons Your Content is Wack. appeared first on Bond and Trade.

Bond and Trade offers Executive Image Elevation Consulting – from a total image update to
helping you transition from business casual to casual or selecting clothing for a charity
event.

imageconsulting #style #communication #thoughtleadership #executiveimageconsulting

The post We Can’t Hear You, Your Image Is in the Way appeared first on Bond and Trade.

1. Limits reach
   A smart person with a fancy title and poor communication skills is not helpful for media
   strategy. This combination means they are not likely to be quoted or invited on shows. If
   your company values seniority over effective communication, then your PR strategy will
   suffer because journalists and producers want to connect with subject matter experts
   (SMEs) who can are personable, interesting and can tell a story – not simply regurgitate
   facts. There will be many times when your SME will be correct in predictions, but no one
   will know because reporters won’t listen to them babble.
2. Reduces social media connection
   There are billion-dollar companies with two likes on every Tweet (on a good day) and the
   only engagement on LinkedIn is with employees. When you re-post articles that have the
   same people who tell the same stories and use the same words, your audience tunes out
   or they never engage in the first place. If your social media followers aren’t connecting
   with the media placements you’re posting, it could mean the right message is being
   delivered by the wrong person.
3. Makes company appear homogenous
   If media spokespeople look the same and talk the same, then the public does not believe
   any company statements about diversity. Spokespeople should reflect the company’s
   world view. Lack of diversity can limit media interaction because it immediately excludes
   the company from mandates that call for ethnic, racial and gender diversity.

The seniority model for media spokespeople is outdated as it can limit reach, reduce
social media interaction and create a homogenous appearance. While titles can add
weight to a spokesperson’s credibility, an effective media strategy requires SMEs who are
not only knowledgeable, but also savvy, likable and diverse. Our approach to creating a
dynamic media strategy includes a vetted and trained spokesperson roster that increases
visibility and share of voice.

prstrategy #publicrelationsstrategy #socialmedia #SME #subjectmatterexpert #media

mediarelations #interviews #publicrelationsagency #communicationsagency

diversityandinclusion #socialmedia #diversity #multicultural #blackpublicist

financialwriter

The post How the Seniority Model Hinders PR Strategy. appeared first on Bond and Trade.

1. Use Press Releases to Instigate a Story
   Please stop using press releases as THE public relations strategy. The purpose of a press
   release is to share newsworthy information with media so that they will be interested
   enough to write a story. If you are writing press releases and no interviews or stories
   follow, then they are not successful. You are wasting your time and desensitizing your
   media partners to your stories. Press releases should be short, to the point and omit a
   few details so the reporter must reach out to find out more.
2. Show Up and Show Out for Diversity
   Many companies are evaluating their messaging and subject matter experts (SMEs) to
   ensure they are promoting diversity. A savvy public relations strategy goes further and
   develops meaningful relationships with diverse reporters, producers and publications.
   Media that caters to specific demographics, such as religion, race, gender and disability
   are often overlooked in media strategies. This can hinder authentic connection and
   necessary engagement with various client demographics.
3. Harness the Power of Lifestyle Publications
   Decision makers who read the Wall Street Journal and the Financial Times may also read
   Runner’s World, Black Enterprise and Instyle Magazine. Many Lifestyle publications have
   sections that cater to finance, tech and professional services. Often, your message is
   better received when the client is off-the-clock and there is a relatable story as a backdrop
   instead of market information or a sales pitch. Your SMEs also have hobbies outside of
   work. Leverage their interests to connect to target audiences in publications that cater to
   your target demographics.
4. Use video pitches
   Hire a makeup artist and get your spokespeople camera-ready with short and energetic
   video pitches. They are more personable and make it easier for reporters to connect with
   the topic and SME. They can be reused as website, email and social media content. If the
   goal is to propel your SMEs into TV, these pitches are a solid introduction for producers
   and hosts.
5. Create memorable experiences
   We all know the saying, “it’s not what you said, it’s how you made them feel.” This is true
   for your PR strategy. Effective messaging evokes emotions and through events the
   messaging comes alive. It’s no longer enough to tell clients what you are going to do, now
   you must show them through experiences that they can share with others via invitation,

word of mouth or social media. Media are drawn to events where they can share the
experience with your brand, products and services.

6. Personalize the strategy
   Content that lacks personality lacks personal interest. When talking about market events
   it’s important to share stories that connect the emotion to the topic. For example, when
   discussing gas prices, sharing a story about the first time you realized how much it costs
   to fill up your gas tank – every driver can relate to that experience and will be more open
   to the information you share.
   In a fragmented media landscape, companies need sophisticated multi-layered media
   strategies to tell meaningful and authentic stories. These updates can elevate your public
   relations strategy by increasing client sentiment, media inquiries, share-of-voice and
   revenue.

publicrelations #mediarelations #diverisity #lifestyle #media #experientialmarketing

events #contentcreation #copywriting #financialwriting #fintechwriting #cannabiswrtiting

energywriting #financialpublicrelations #financialmediarelations #fintechpublicrelations

fintechmediarelations #blackpublicist #financialcopywriting #fintechcopywriting

cannabiscopywriting #wealthmanagementwriting #wealthmanagagementcopywriting

blackmedia #blackreporters #blackjournalists #nabj #blackcommunicationsagency

The post How to Level-up Your Public Relations Strategy. appeared first on Bond and Trade.