The TASC Group

The TASC Group

Elevate Your Business with Effective Public Relations Strategies

While a solid marketing strategy can deliver short-term gains, long-term brand growth often hinges on a well-executed public relations (PR) approach. PR has the power to shape your brand’s image and foster sustained recognition in the eyes of your audience. In this article, we’ll explore the fundamentals of PR and how it can benefit your business.  

The Foundations of a PR Strategy

1. Crafting Compelling Stories

The basis of any good public relations campaign is a clear, strong message, and at the core of every such message is a compelling story. Your brand possesses a unique story and passion that sets it apart. Effectively describing your mission and why it matters is crucial to resonating with the public. According to Forbes, being backed by trustworthy news sources can also help your business growth by boosting its brand awareness. 

2. Boosting Visibility

Visibility is a cornerstone of connecting with consumers and building brand awareness. To begin, conduct thorough research to pinpoint your target audience. Understand their behavior, interests, and preferences. This data serves as the foundation for tailoring your PR strategy. 

3. Engaging Your Audience

Once your target audience is identified, develop a PR plan that generates content to engage them effectively. Determine their preferred sources of information, whether it’s newspapers, magazines, blogs, or social media. Knowing where your audience gets their news requires an effective media list and informs the content you create to align with their interests. This is key to capturing and retaining their attention. 

4. Diverse Goals

While increasing visibility and engaging your target audience are primary PR goals, public relations can help achieve a variety of other goals. Whether you aim to boost product sales, attract event attendees, shift public perceptions, or raise funds for a cause, a well-crafted PR campaign can be tailored to address these diverse goals. Examples of campaign objectives include:  

  • reaching a new audience 
  • ensuring a business becomes known for a particular product, service, program, mission, etc. 
  • increasing sales of or engagement with a particular product, service, event, etc. 
  • improving the image of a company with the general public 
  • counteracting negative press about a company 

When to Seek Professional Help

Creating and executing an effective PR campaign can be challenging, especially for those without prior experience. If you’re unsure where to begin or lack the expertise, hiring a PR professional is a wise choice. These experts understand the intricacies of building successful campaigns and conveying your message to the right audience. 

Benefits of a PR Strategy

When executed adeptly, PR can yield numerous benefits. It can elevate conversion rates with customers, establish your brand as an authoritative figure in your niche, influence public opinion and policymakers, secure vital funding, and attract new followers and program participants.

A well-crafted PR strategy is a valuable asset for your business, enabling long-term growth and recognition. By incorporating effective PR into your marketing efforts, you can shape your brand’s image, engage your audience, and achieve a range of strategic goals.   

How The TASC Group Can Help

If you’re considering professional assistance for your PR needs, reach out to The TASC Group today. Our team has provided counsel to the nation’s most effective nonprofits, social changemakers and cause-driven organizations. We can help you create a PR strategy that amplifies your message to community members, captures your team’s unique voice and reaches millions with your impactful work.

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Crafting an Effective Media List for Nonprofits and Mission-Driven PR Campaigns

When you have a story to share, reaching a wider audience starts with creating a comprehensive media list. Getting your content seen by potential consumers starts with creating a media list of outlets and contacts from those outlets which cater to your target market. 

Six Steps for Creating a Great Media List

1. Define Your PR Pitch 

Start by clearly defining your PR pitch. Whether it’s an executive interview or a product announcement for your non-profit, articulate what you’re offering to the media and why it matters. A well-defined pitch is essential for capturing the attention of journalists and gaining media coverage. Pitch writing consists of persuasion, creative thinking and storytelling. If what you’re sharing is relevant to the journalist, fewer than 200 words and highly readable — think short sentences, bullet points and subheads. 

2. Develop Multiple Angles

Consider multiple angles for your pitch that align with your target media outlets and their audiences. Figure out which approach best aligns with your goals and with those of the journalists. 

3. Choose the Right Timing 

Timing is a critical aspect of successful PR outreach. Determine when you want your content to be seen by your target audience. Quick-turnaround outlets like online platforms, daily newspapers, television, and radio are ideal for immediate exposure. For evergreen content, consider pitching to magazine publications. Evaluate your options and choose the timing that best suits your story.  

4. Thoroughly Research Contacts & Outlets 

Utilize databases and search engines to identify potential media outlets. Start with broad search terms and narrow down your list as you progress. Pay attention to journalists’ beats, cadence of publication and whether they receive pitches or not. Seek assistance from a PR agency if necessary to define your media list effectively. 

5. Understand Media Roles 

Consider the roles of potential contacts within media outlets. Editors-in-chief may focus more on the business aspects of the outlet, while staff writers or assignment editors are often looking for unique stories. Include multiple contacts from one outlet to ensure comprehensive coverage. 

6. Review and Supplement Your List 

After compiling your initial list, review it for any missing outlets or contacts. Use online resources like Google or ChatGPT to identify any overlooked opportunities. Continuously refine your list to ensure it’s comprehensive and up-to-date. 

Build Your Media List Today!

By following these six steps, you can create a robust media list that will enhance your public relations campaign’s success. A carefully curated media list ensures that your content reaches the right audience, increasing your chances of securing valuable media coverage. 

For more insights and expert guidance on PR strategy and media outreach, explore relevant news articles, such as those from A Good Cause and Glue Up.If you have further questions or need assistance with your PR campaign, feel free to reach out to The TASC Group today! Learn more about how The TASC Group’s award winning expertise can help you to strengthen, support and highlight your mission within the communities you serve.

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Survival Guide for Deepfakes and AI From a PR Perspective

Every couple of months a new AI feature goes viral. From image generators, personal assistants, note taking and audio transcription services to work out plan generators, the options were ever growing in 2023.  

With these tools and applications designed to make our lives easier, there come a few side effects to watch out for when incorporating them into our everyday lives. One of them is our diminishing ability to distinguish between what information is real and what’s false. 

AI’s Contribution to Disinformation

AI tools have become some of the main contributors to deepfakes and the spread of false news and misinformation. Merriam-Webster defines deepfake as “an image or recording that has been convincingly altered and manipulated to misrepresent someone as doing or saying something that was not actually done or said.” We’ve seen deepfakes overtake social media, especially when the world is watching major news or political events unfold. 

Likewise, AI chatbots have raised concerns as they have the tendency to give users misleading information. The main issue is that AI chatbots can’t clearly distinguish between fact and fiction. They’re simply aggregators of information available online – and as we all know, information online is not always reputable. This causes users to run into trouble when they’re fully trusting and relying on these chatbots as sources of information. 

So what can we do to avoid falling for misinformation? 

How to Manage the Rise of AI-Generated Content

  1. Review the quality of the video or image 

AI still has kinks and quirks that prevent it from being able to seamlessly create a video or image that looks 100% real. However, AI platforms are working to improve image generation, and we might not be able to tell what’s real versus fake soon. In the meantime, look for some key giveaways, including: 

  1. No-to-little blinking in videos of people
  2. Patchy skin tones
  3. Extra fingers or teeth on people or animals
  4. Poor lip-synchronization with audio
  5. Strange lighting effects with light coming from multiple directions

2. Approach information on social media with a critical eye 

Not everything you see on the internet is true. Going beyond believing what you see on the internet and backing up the information consumed on social platforms with research of your own from notable news sources and journals is how we can avoid falling victim to the spread of false and misleading information. Remember, we’re living in the age of disinformation, and social media is at the forefront of inflamed sentiment around the world. If you read something inflammatory on social media, whether or not it may be AI-generated, always double-check that it’s real before you disseminate it. 

  1. Double check information chatbots provide 

When using AI chatbots for research, it’s important to ask the chatbot where it sourced the information it’s providing you with. This allows you to double check to see if the source is reliable and can provide you with a sense of security. 

When you make a query, and if you’re content with the response provided, ask the chatbot “What source did you get this information from?” The chatbot will return the name of the source since it cannot pull direct links. You can then independently vet that information. 

  1. Protect your data

Remember that while AI can be a powerful tool, many privacy and security issues stem from broader online practices. Being mindful of your digital footprint and adopting good cybersecurity habits can go a long way in protecting your data from various threats, including potential misuse by AI.  

  1. Read privacy policies before engaging with AI technology to understand how your data will be stored and used.
  2. Avoid sharing private or personal information. If possible, use generic or anonymous information instead of providing personally identifiable details. This can help maintain a level of privacy while still allowing you to interact with the chatbot.
  3. Ensure that the platform hosting the AI chatbot uses secure and encrypted connections (look for “https” in the URL). This helps protect your data during transmission.
  4. Consider using the incognito or private browsing mode of your web browser when interacting with chatbots. This mode often limits tracking and data storage.
  5. Be aware of suspicious activity. If the chatbot is asking for personal information that is unrelated to its services make sure to verify the legitimacy of the platform. 

Ultimately, Remain Vigilant

As AI technology advances, the AI giveaways could be resolved in the near future, making deepfake media more believable and therefore a bigger threat. The only true way of avoiding falling victim to AI-generated misinformation and deepfakes is to do your own research and ensure the information you’re given is coming from a reliable source. In the current age of digital media, you can never be too careful. 

Using PR Tactics to Navigate Your Holiday Dinners

PR skills come in handy in every aspect of our lives. Planning a surprise party for your roommate? That requires organizational skills, logistics management and discretion. Tailoring your resume to fit the 50+ jobs you’re applying for? You’ll need research, focus and proofreading skills. Writing a memoir about your successful career as a CEO? You’ll want to ensure that you’ve got writing, messaging and top-notch storytelling skills. 

And difficult holiday dinners with that uncle you try your best to only see once a year? Well, we have some PR skills for that too. 

5 Tips and Tricks for Family Dinners

1. Define Your Talking Points – and Stick to Them 

In most interview situations, we tend to think that the interviewer will direct the conversation and there won’t be room for the interviewee to make any additional points. But keep in mind that you don’t always have to take the lead from the person questioning you – you can (within reason) discuss and direct answers to your own areas of focus. 

The question to ask yourself is this: No matter how many questions you get about your political views, what message is it that you want to get across this holiday season? Is it that you are thankful to be spending time with your children? That you’ve progressed dramatically in your career and finally landed that promotion? That you’ve made a new really good friend?  

Write out (or mentally map out) the three main things you want to share and focus on in your conversations with your friends and family during your holiday dinner – and stick to them! 

2. Know Your Audience  

When communicating a particular message, it’s critical to know your audience. Who are you trying to reach with this message? Your customers? Your donors? Your 6-year old niece? And what is your goal with these conversations?  

Depending on your intended audience and what you want to accomplish, you should be tailoring how you communicate your core messages for maximum impact. 

3. Deflect and Redirect 

No matter how much you try to change the conversation, sometimes people want to hammer a point home and you can’t easily escape it. What you can do, however, is to do your best to deflect and redirect the conversation.  

“Uncle Jim, as much as I’d love to talk about my bad breakup this year, what I really want to do is show you the new car I just bought.”  

Never answer a question you don’t want to answer – just ensure you’re using the right language to deflect and move on to other topics.  

4. Talk Less, Listen More 

This may be more a Life Pro Tip than a PR tip, but a key characteristic of successful dialogue is respectful listening. Listen to what your cousin Mary is saying before formulating a response in your head. This will allow for more organic conversation and for all parties to feel heard.  

You will also appear to be (and actually be) thoughtful in your conversations.  

5. Manage the Crisis 

So, what happens when you’re the one who ends up putting their foot in their mouth? Own it. Apologize – and mean it. Communicate to the offended party that you’ve learned your lesson and plan to actively do better. The best defense in any crisis is learning and growing from mistakes, and by openly admitting your wrongdoing you display a level of emotional maturity that your family will respect and be proud of. 

Overall, Public Relations Helps in All Areas 

In all seriousness, public relations is a skilled trade that can benefit everyone, from the individual to an entire nonprofit organization to the CEO of a Fortune 500 corporation.  

The most important thing to remember is that keeping your broader goals in mind will help you keep perspective, keep your cool and let you focus on what is really important during any holiday – friends, family, food and fun.

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Ohio Train Derailment: Public Relations in Holding Institutions Accountable

On February 3, 2023, the freight train derailment in East Palestine, Ohio resulted in alarming amounts of toxic chemicals released into the atmosphere and subsequent evacuation orders. In a town where residents were already facing socioeconomic obstacles, this disaster exacerbated safety and quality of life concerns.

Nearly a year has passed, and residents continue to face disarray. Many are residing in motels due to legitimate concerns, either fearing to return or facing official prohibitions during the ongoing cleanup. Even those who have returned express significant apprehension about the quality of air, water, and soil. Some have reported worsened health problems, going so far as to describe living there as similar to being in an apocalyptic movie.

Property value reduction, long-term health ailments and mental health issues are just a few causes of distress for residents. This incident sickened and displaced many in the community. It catalyzed previous conversations about safety precautions and the location of such railroads which are disproportionately placed in lower-income, often Indigenous, communities of color.

Part of a Larger Issue

While derailments have decreased by more than three quarters since the 1970’s according to federal data, large freight railroads have seen an increase in derailments in five of the last seven years. Large freight railroad companies began introducing precision-scheduled railroading in 2016 to enhance efficiency by running fewer trains on tighter schedules. Intending to cut expenses, trains tend to be longer and heavier to transport as much cargo as possible. Tighter scheduling to cut costs could arguably be the cause of increased human error, equipment and track failure.

Despite historic activist outcry regarding train route placement in marginalized communities, industry leaders say that most derailments occur within the confines of rail yards and make public statements focusing on train safety in comparison to other modes of transportation such as driving. This deliberate disregard for ostracized community concerns is unfortunately common practice by many corporations and public officials.

The Biden Administration made a statement committing to visit East Palestine but has not followed through and has continued to defend its response to this toxic freight train derailment, even as local leaders demand increased efforts and clarity around the long-term effects of the disaster.

The Value of PR in Crisis

When disasters happen as a result of corporations’ carelessness, public relations is often thought of only in terms of damage control for the company responsible. But PR practitioners are also responsible for utilizing their expertise to aid the communities impacted by such tragedies.

PR professionals play a significant role in crisis communications, especially concerning the initial and long-term response to such events. During the initial phases of a crisis, PR professionals must work with journalists and their clients to galvanize public awareness and financial contributions. Long-term responses involve recognizing the reality that our world today is afflicted by a plethora of problems that deserve attention and require resources and thus doing our part to ensure that those affected are not forgotten.

In the case of the train derailment in East Palestine where the long-term health implications of this event are largely unknown, pushing for thorough monitoring of the water and air quality is critical. Long-term coverage, media attention and connecting media to those on the ground who can tell their stories is paramount to holding Norfolk Southern Corporation accountable. We must put pressure on government officials to enact better safety regulations and to address the socioeconomic implications. A primary responsibility in this response must also be to encourage continued research into health hazards associated with spilled chemicals such as vinyl chloride and phosgene.

The issue of train derailments has been a historic point of contention, often affecting communities already facing additional deprivation and disparity. PR for situations intertwined with oppression such as this involves amplifying community voices, extending our resources, connecting with our audiences to encourage additional assistance and monitoring media and social platforms for the vocalized needs of those impacted.

The Power of Intentional PR 

As we move forward, we must keep those affected a priority by encouraging our clients to contribute when appropriate. All the while, no initiative should merely be intended for press opportunities. As with the PR tactics surrounding any tragedy, the intention must be to benefit those impacted by raising awareness and resources, magnifying the needs of the affected community and educating the public on ways to prevent similar events.To learn more about how TASC can help advise your organization on intentional and purposeful messaging during a conflict, check out our PR and Communications services.

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How to Manage Public Relations in Times of War

The Russia-Ukraine war has gripped the world’s attention, dominated media headlines and captured the concern of people worldwide. As the conflict unfolds, companies are stepping forward to express their solidarity with Ukraine through various measures, ranging from providing free housing for refugees to halting business operations in Russia. Amid these tumultuous times, public relations professionals find themselves at the forefront, advising companies on how to navigate the delicate balance between corporate engagement and genuine support for a humanitarian crisis. 

Here are key guidelines to consider when managing client queries during such challenging times.

Three Things to Consider

1. Advising Against Self-Promotion

One crucial piece of counsel for companies seeking to engage with the ongoing conflict is to fervently advise against any form of self-promotion during times of crisis. Attempting to capitalize on a war, especially for financial gain, can lead to severe backlash and reputational damage. Media scrutiny is intense, with reporters quick to identify and criticize any attempts at leveraging a humanitarian crisis for personal benefit. An insightful Buzzfeed article highlighted instances of responses to the Russia-Ukraine war being labeled as “cringe-worthy” and “insensitive,” such as an author urging people to buy his book. As PR advisors, it is imperative to conduct a thorough risk-assessment exercise, outlining potential concerns and ensuring that the company’s actions are aligned with ethical standards.

2. Staying in Their Lane

Encouraging clients to stay in their lane is a fundamental principle when navigating political discourse. While expressing humanitarian support for Ukraine is commendable, clients should refrain from putting a tangential spin on geopolitical matters, especially when they lack genuine expertise or insight. Proactively pitching clients to speak on issues outside their domain can reflect poorly on the brand and may be perceived as opportunistic. Instead, public relations professionals should recommend that clients avoid inserting themselves into conversations that have not sought their input, maintaining a focus on genuine and relevant contributions.

3. Establishing Standards for Cause Support

With multiple conflicts occurring globally, it’s essential to discuss standards for engaging in political and social discussions with clients. The media’s prioritization of certain conflicts over others is a reality, and clients should be aware of the potential consequences of their public stances. Candid conversations about the company’s guidelines for participating in discussions related to human rights and political matters are crucial. Inconsistencies, such as publicly supporting one conflict while discouraging internal discussions on similar issues, may expose the company to accusations of double standards. Proactively setting guidelines and adhering to them ensures that the client’s engagement is transparent and less susceptible to reputational damage.

Public Relations is Important in Conflict

The role of public relations professionals in times of war goes beyond traditional communication strategies; it involves ethical guidance and responsible engagement. By advising against self-promotion, encouraging clients to stay within their expertise and establishing clear standards for cause support, public relations professionals can help companies navigate the complex landscape of global conflicts while preserving their integrity and reputation. In an era where corporate responsibility is under constant scrutiny, thoughtful and principled engagement is paramount.

Have questions about how to handle your messaging during a conflict? Need a strategy on how to reach your audiences during unrest? Check out our PR and Communications services, and see how TASC can help.

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Five Ways COVID-19 Has Changed the PR Industry

As PR professionals we are well accustomed to working with fast news cycles, adhering to tight deadlines and putting creative spins on client news to secure the media attention that they deserve. But since the pandemic, the challenges we face when competing for limited airtime or print space have intensified, and we are faced with a new set of issues to navigate. As the ways we communicate have shifted, we compiled five ways in which media relations have changed since the pandemic started in 2020 and why some of these adjustments have proven permanent.

Assessing the Pandemic’s Impact on the PR Industry

1. Standing Out In Crowded News Cycles

Over the past three years, we have lived not only through a global pandemic but also felt the effects of climate change through multiple natural disasters, have witnessed powerful social justice movements and watched as global tensions rise. During times when all news is breaking news, it is more challenging than ever to garner meaningful media coverage for our clients’ projects and initiatives. To stand out among an onslaught of pitches that reporters receive, tailoring, targeting and timing are key. Be sure to do your research, get to know each reporter’s beat and time your pitch around news cycles. 

2. Adjusting to Longer Lead Times

With the coverage of various momentous global events taking up a lot of airtime, space for other news has become more limited. While securing media placements for an announcement could be easily accomplished on a two-week timeline pre-pandemic, longer lead times are preferred in the now crowded space. Between coordinating interviews, handling follow-up questions, fact-checking and other logistics that go into each article, journalists are often unable to devote the necessary time on a short turnaround when there are multiple breaking news stories they must prioritize.

3. Shifting to Virtual Interviews

Setting up face-to-face meetings and interviews between clients and reporters to get one-on-one time is crucial for building relationships and is a big part of media relations. However, since the pandemic, the majority of interviews have shifted to being virtual. While this has slightly altered the way we prep for meetings, it can often increase clients’ level of comfort when speaking to reporters. Since virtual meetings not only provide increased flexibility for scheduling but also save commuting time, this has stuck since the pandemic. Continuing to find ways to create a genuine connection between the reporter and client, even through Zoom, will be essential in building relationships with the media. 

4. Adapting to a Changing Media Landscape

The media landscape was evolving long before COVID-19 started to spread, with many print publications shuttering and moving to online-only formats. This shift has only been accelerated by and since the pandemic and, with a smaller number of traditional media outlets and a larger amount of news coming out each day, reporters must be more selective than ever with what they choose to cover. The expectation of having a client’s announcement reported in multiple top-tier publications is no longer realistic, and many PR professionals have adapted by seeking out exclusives or more in-depth coverage in a select target outlet instead.

5. Working Around Sensitive News

Being mindful of what is happening in the world each day has become more important than ever. As PR professionals we have always had to keep our finger on the pulse and yield to significant news but, when the world as a whole is going through challenging times, pitching a non-life-altering story on the wrong day can be perceived as anything from out-of-touch to downright offensive. Monitoring news cycles and tailoring our timelines and strategies around world events is key to maintaining strong relationships and attaining key press coverage for our clients. 

In Closing

The tumultuous events of the past three years have represented challenges in all areas of our lives and, as PR professionals, we’ve had to rethink many tried-and-true strategies we’ve relied on in the past. These times have shown us that, as an industry, we have the capacity to pivot quickly and continue to serve our clients in meaningful ways even during turbulent times. The TASC Group continues to monitor industry-wide PR trends to best serve our clients. To learn more about ways that The TASC Group can work with you, please visit our website and review some of our case studies.

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Networking For Young PR Professionals

As we navigate the professional landscape in 2024, networking stands tall as an indispensable cornerstone in the journey of young professionals, especially in fields like public relations where its significance is particularly pronounced. The evolution of networking has mirrored the dynamic changes ushered in by the digital era, adapting to the demands of a technologically driven world. The act of establishing connections within the industry remains a linchpin, offering a myriad of advantages, from securing new client work to unveiling job opportunities, receiving referrals, finding mentors and gaining invaluable insider intelligence. 

Recent statistics reinforce the pivotal role of networking, with a staggering 80% of job placements attributed to the strategic channels forged through professional connections.

Where to Get Started

Traditionally, events and conferences in public relations have been revered as prime arenas for networking, fostering meaningful connections through face-to-face interactions, especially as a young PR professional. However, the advent of the internet has transcended these physical boundaries, leading to a new era of online networking. 

Platforms such as LinkedIn have emerged as powerful tools, reshaping the landscape and empowering young professionals to expand their reach exponentially. Cultivating an online network that spans past internship contacts, professors, employers and colleagues has become a strategic imperative. This paradigm shift is particularly evident in the job application process, where leveraging online networking by connecting with current employees provides nuanced insights into company culture, thereby amplifying the potential for a lasting impression during interviews.

Four Steps for Success

Navigating the intricacies of networking in 2024 is an art that demands strategic finesse. Preparedness remains the key, instilling confidence in interactions and fostering relationships organically. To capitalize on networking opportunities, these timeless tips continue to hold sway:

1. Make Authentic Connections

Creating lasting impressions remains the primary goal, with authenticity taking center stage. The emphasis lies in genuinely understanding and connecting with individuals beyond superficial exchanges. Identifying shared goals and interests remains crucial, laying the foundation for meaningful conversations that contribute to the development of a robust professional relationship.

2. Show What You Can Offer

While the immediate inclination may be to assert personal needs, the current strategy continues to emphasize showcasing what one can offer to others. This approach, rather than being overt about personal goals, establishes goodwill. Networking is viewed as a reciprocal and mutually beneficial exchange, where both parties contribute to each other’s success, creating a symbiotic professional ecosystem.

3. Let the Other Party Speak

Being armed with thoughtful questions demonstrates genuine interest in the other person’s work and experiences. Allowing the other party to share insights, advice and feedback contributes to a balanced and meaningful conversation. The significance of questions regarding their duration with the company, required training for the position, and the overall company culture remains, fostering engagement and enriching the networking experience.

4. Follow-Up

In the dynamic and crowded networking environment of 2024, differentiation is crucial. Following up after an initial meeting, whether through email or LinkedIn, retains its status as an effective strategy. This not only reinforces the connection but also provides an opportunity to express gratitude for the interaction and convey continued interest in maintaining the relationship. A thoughtful follow-up holds the power to leave a lasting impression, setting the stage for future collaboration or engagement in a fast-paced professional world.

The Value of a Good Network

In the contemporary professional landscape, building a robust network transcends the mere showcasing of skills; it involves creating a memorable and enduring presence within the industry. Confidence in one’s work, coupled with effective self-presentation, enhances the likelihood of establishing meaningful connections that stand the test of time. The development of a strong network remains a valuable asset, offering ongoing support, guidance and opportunities throughout one’s professional journey. 

As a young PR professional in 2024, investing time and effort in networking continues to be a steadfast contributor to a fulfilling and successful career trajectory, unlocking doors to a world of possibilities and growth in an ever-evolving professional landscape.new client work, job opportunities, referrals, mentoring or having insider intel. In fact, a study conducted by The U.S. Bureau of Labor and Statistics found that 85% of jobs are filled by networking!

The opportunity to network can happen at any PR event or conference, so make sure to take advantage of these moments when they present themselves. Aside from attending networking events in person, thanks to the internet you’re now able to network right from home! LinkedIn is one of the most popular sites when it comes to business networking; adding past internship contacts, professors, employers and colleagues can be a great start to building your online connections. If you’re interviewing for a job at a company, don’t be afraid to connect with one of their current employees and strike up a conversation on their experience with the company and what got them to their current position.

When networking it’s important to make yourself memorable. Being prepared can help you feel confident in your interactions and help relationships form naturally. Follow these tips:

  • Make authentic connections: Creating lasting impressions is the main goal. This will come easier if you take time to talk and get to know the person versus a brief chat. Try to see how you could both benefit from the connection and find shared goals and interests to strike up a conversation.
  • Show people what you can do for them: While you may be tempted to be forward about your intentions whether it is to land a job or an interview, offering your help instead will make them want to help you in return. Remember, networking should be mutually beneficial for both parties.
  • Let the other party speak: Make sure to come prepared with a few questions to ask the other party about their work/company. If you take over most of the conversation, you leave no room for them to share any advice, feedback or questions they may have for you. Asking questions like these can help the other person feel like you’re interested in what they have to say:
    • How long have you been with the company?
    • What type of training did you need for this position?
    • How is the culture of the company?
  • Follow-up: The chances that the person you are trying to connect with is also being pursued by several other people are high. Especially at a networking event, it can be hard to keep track of who is who. Getting their email or connecting with them on LinkedIn and sending them a message shortly after you’ve met can help secure a lasting impression.

While your skillset is important, building a strong network of those in your field and making a name for yourself can be a huge advantage for your professional career down the road. Remember to be confident in your work and practice presenting yourself, and you’ll have no trouble gaining connections.

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PR Nightmares and How to Avoid Them

With Halloween just around the corner, there is no better time for us to revisit every communications professional’s worst fear: PR nightmares. Whether it be cringe-worthy performative activism (think Kendall Jenner’s 2017 Pepsi ad) or failure to be transparent with consumers, PR nightmares can take many forms and require communications professionals to quickly shift gears into crisis mode to protect their client’s image. Despite increasing corporate social responsibility among companies and brands, this year had no shortage of PR nightmares.

Notable PR Nightmares

Tropicana

Back in December 2020, Tropicana launched its #TakeAMimoment social media campaign which encouraged parents to share how they take breaks amid the struggles of pandemic parenting. The company insinuated that one way parents can relax during their downtime is by enjoying a Tropicana mimosa. While intended to be a light-hearted nod to how having children at home 24/7 drove many parents up the wall during school closures, the campaign offended many consumers who found it extremely insensitive given the dramatic increase in alcoholism during the pandemic. For example, Klen&Sobr, a recovery pod organization, tweeted: “FWIW, the campaign didn’t “imply” alcohol was the answer… it was *explicit* in demonstrating that hiding from one’s family —including leaving young children unsupervised— to drink alone was the answer. I’m gonna need to #TakeAMimoment to process your weak apology.” The company apologized shortly after the backlash stating that it had not meant to “imply that alcohol is the answer.

McKinsey & Company

Renowned global consultancy McKinsey faced widespread backlash after it was revealed that the group had aided Purdue Pharma in driving sales of OxyContin, a highly addictive prescription pain killer and a key driver of the opioid epidemic, which has contributed to the deaths of more than 450,000 people over the last two decades. When it later came out that top consultants at the firm had discussed destroying documents related to their work with Purdue, the outrage only intensified. McKinsey received public criticism from top politicians such as New Jersey Governor Phil Murphy as well as from former employees. The company issued a brief apology statement on its website, something it has rarely done in the past. Despite McKinsey’s half-hearted attempt to escape accountability for its actions, the company ultimately settled out of court for nearly $600 million for its involvement in the marketing of OxyContin. Given that McKinsey’s annual revenue is estimated at a whopping $10 billion by Fortune, one might argue that the settlement is not true accountability.

Governor Cuomo’s Resignation

Former New York Governor Andrew Cuomo announced his resignation in August 2021 after 10 years in office amid numerous allegations of sexual misconduct and a sexual harassment report from the attorney general’s office which found most, if not all, of these allegations to be true. In his last press conference, the former governor failed to take responsibility for his actions by insisting that he never intended to do any harm and suggesting that the allegations were “politically motivated.” Similar to the case of McKinsey, Cuomo’s attempt to evade accountability for his actions was received very negatively by the public, costing him his career and reputation. Cuomo’s fall from grace was especially jarring to the public due to his leadership during the pandemic – he won the country over by portraying himself as a man of integrity and transparency only for it to be revealed that the image he had carefully cultivated for himself was an illusion designed to conceal an abusive work culture and predatory behavior. A large part of the backlash Cuomo received from the public stemmed in part from a feeling of betrayal that he was not the upstanding leader he had convinced the country he was.

How to Avoid a PR Nightmare

These three crises are all very different in nature. McKinsey and Andrew Cuomo’s crises resulted in very real harm to those involved. Tropicana’s poorly worded advertisement was distasteful at best and offensive at worst. Interestingly enough, Tropicana’s crisis held the least consequences for the public, yet it was the only actor in all three cases to issue a genuine apology. This is largely because admitting wrongdoing in both McKinsey and Cuomo’s cases would result in legal and financial consequences in addition to reputational consequences. It is also in part due to the fact that the bigger the mistake is the more difficult the apology. So how can companies and individuals avoid making these dire mistakes that harm so many?

Clear Communication

Leaders and organizations should always be sure to communicate openly and honestly with the public. This means using intentional language in advertisements and on social media and being thoughtful about the repercussions of the messaging being communicated to the public.

Transparency

Companies and public figures should never hide pertinent information about their product or platform from the company. However, if something is hidden comes to light, the involved individuals and brands must come clean as soon as possible rather than attempting to further cover up past mistakes. Lying to the public will only cause more damage to the brand or individual’s reputation and its victims.

Accountability

When caught in a crisis, it’s imperative that organizations and individuals respond swiftly, taking accountability for their actions and apologizing accordingly.

Think of Your Audience 

At the end of the day, the best way to avoid PR nightmares is for brands and individuals to prioritize the wellbeing of the consumers and audiences they serve. This means listening attentively to your audience’s needs, concerns and feedback, and responding with genuine care and consideration. It means being transparent about business practices, product quality and any potential risks. It means taking responsibility for mistakes, swiftly addressing issues, and implementing measures to prevent recurrence. Explore our comprehensive range of PR and Communications services to discover how TASC can assist in avoiding and navigating a PR nightmare.

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How to Know If Public Relations Is The Best Career Path For You

Public Relations (PR) is a strategic communications process that builds a mutually beneficial relationship between an individual or organization and the public. Our role as PR professionals is to relay information between our client and the public to influence opinion and perception. When you’re first starting in your career, it’s always tricky to pinpoint where your skills best fit and where they can thrive. More specifically, as a professional first starting in the public relations industry, it may take a while to figure out whether this is the industry for you. 

Below, we at The TASC Group have compiled the top five indicators to help you decipher if PR is the right fit for you and your talents.

How Do I Know if PR Is Right For Me? 

1. You Like a Little Bit of Everything

This may sound vague but hear us out. With PR, you end up wearing many hats and can make your way into any industry. Whether it’s social good, entertainment or politics, everything and everyone needs PR. You can learn the ins and outs of any industry without directly being labeled as a philanthropist, entertainer or politician. There are many moving parts when it comes to PR, which is why many PR professionals find it challenging to describe exactly what we do. We do everything.

2. You Love Writing; However, You Don’t Necessarily Want to Be a Writer

One thing you can guarantee about PR is that being a good storyteller will be a central part of your job whether that’s pitching your clients to journalists or training clients on how to engage with the media. Being a good storyteller is only half the battle in PR; you must be a great writer, which includes being adept at grammar, mastering nuances in language and knowing how to use the right words to get your message across. It’s the slight differences that genuinely set you apart in this industry.

3. Networking Comes Second Nature to You

Networking is often something that most people dread. However, if you shine while you’re connecting with people, you are headed in the right direction. Connecting is one word you will hear at least once a day when you are a part of this industry, and it is integral to succeeding. 

4. You Enjoy Working Behind The Scenes

Successful PR means your client shines without drawing attention to the mechanism that’s making it happen. As a PR professional, you will be doing a lot of heavy lifting behind the scenes to elevate your clients’ stories. It’s not all glitz and glamor. PR includes being deeply involved in the ways you present your clients by doing thorough research and staying ahead of the latest news. We’re not in the spotlight but we’re making all the pieces fit together to paint that great picture on the outside.

5. You Are So Adaptable That You Might as Well Be a Chameleon

One of the most complex parts of being successful in PR is knowing when to adapt. The best of us often get stuck in our ways in this industry because we learn so much at the beginning of our careers that we forget how much things have changed from the first time we got a grasp on PR. If PR is truly the right industry for you, just know that being able to change along with the industry can get you far. 

If This Sounds Interesting, PR Might Be For You!

Although it’s often unnerving to decide on something as significant as your career, the great thing with PR is that it’s ever-changing, providing you with the opportunity to become an expert across sectors and stay engaged with current events. If you think you’re ready to take the step into the exciting world of PR, visit our website’s career page and see if there are any options that fit your resume. Additionally, if you’re interested but not sure you’re ready for a full time job, an internship is a great way to try PR out and learn new skills from our talented team at The TASC Group.

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