Newton O'Neill Communications
PR with a personal touch.
Cabana LeftFLT.jpeg

Blog

NONC Blog

O'Notes PR Tip #4 - Who Should Manage Your Social Media?

SOCIAL MEDIA IS A FUNCTION OF PUBLIC RELATIONS

As I was preparing my thoughts for a post on why social media is best handled by your PR team or department, I came across a great article on Inc.com by John Boitnott. He hit the nail on the head on why social media is important as a communications tool and how it is best executed as an extension of public relations.

Before sharing his article, the guiding principal is this: Your brand voice, messages and reputation should be carefully managed on and off line, internally and externally.

Social media is a valuable tool that allows you to speak directly to your stakeholders in a very immediate fashion. In a crisis, it is often the first line of offense or defense. Unless you’re a (super) small business in which your CEO/founder is also your PR person and brand manager, the PR team should manage this important function. After all, it’s the PR role to clearly and accurately write and communicate your organization’s messages across numerous media platforms while enhancing brand reputation. Even if you hand off social media to the intern with serious social media chops, he or she should be integrated with – and managed by – the PR team.

That said, we PR folks welcome the input of the advertising or digital marketing pros to increase traction on social media using tools such as contests, sponsored posts and targeted ad buys.

If you’re not convinced that social media should be a function of PR after reading this article then, as he says, ensure your social media managers “think like a public relations expert.”

Thanks for reading this week's O'Notes! Follow us on social to be updated on our bi-weekly series. - NONC Team

Join Our Team: PR & Social Media Internships Open

2017 Late Summer/Fall PR Internship

Newton O’Neill Communications is an Austin-based boutique public relations firm working with best-in-breed consumer businesses, with a focus on sustainable travel/tourism and hospitality services. 

Dates: Mid to late August through end of year 

To be considered for this position, a candidate must:

  • Be currently enrolled in a college, and pursuing a communications-related major: Public Relations, Journalism, Mass Communications, Advertising, Marketing, etc.
  • Work 10-12 hrs/week. The internship is unpaid but can be offered for course credit; NONC will cover all related hard costs.
  • Work remotely as well as in office; attend weekly meetings in person at our South Austin location
  • Have access to a laptop
  • Junior/Senior level preferred

Internship responsibilities include, but are not limited to:

  • Writing and media relations
  • Website content management
  • Social Media management
  • Basic graphic design support
  • Event coordination
  • Weekly reporting
  • Market research
  • Online database management

Ideal job skills:

  • Interest in consumer and non-profit PR as well as the travel industry
  • Strong written and communication skills
  • Proficiency or experience in social media management on Facebook, Instagram and LinkedIn, etc., (research/follow local businesses/individuals, regular posts to drive engagement, measurement and managing promotions/giveaways)
  • Attention to detail — punctuation, spelling and grammar and content formatting
  • Graphic design capabilities (InDesign, Photoshop, Canva)
  • Video and/or photography skills
  • Takes ownership of new initiatives.
  • Works well with a team
  • Highly organized

2017 Late Summer/Fall Social Media Internship

Newton O’Neill Communications is an Austin-based boutique public relations firm working with best-in- breed consumer businesses, with a focus on sustainable travel/tourism and hospitality services. 

Dates: Mid to late August through end of year 

Description:The social media intern will be in charge of the day-to-day management of our official accounts (Facebook, Instagram and LinkedIn), as well as create a social media content calendar, strategize reader engagement opportunities, and create and manage social media partnerships with other organizations. The social media intern will be expected to create weekly and monthly analytical reports to showcase our social media progress.

To be considered for this position, a candidate must:

  • Be currently enrolled in a college, and pursuing a communications-related major: Public Relations, Journalism, Mass Communications, Advertising, Marketing, etc.
  • Work 10-12 hrs/week. The internship is unpaid but can be offered for course credit; NONC will cover all related hard costs.
  • Work remotely as well as in office; attend weekly meetings in person at our South Austin location
  • Have access to a laptop
  • Junior/Senior level preferred

Internship responsibilities include, but are not limited to:

  • Website content management
  • Social Media management
  • Social Media Analytics
  • Weekly reporting
  • Market research
  • Online database management

Ideal job skills:

  • Interest in consumer and non-profit PR as well as the travel industry
  • Proficiency in social media management on Facebook, Instagram and LinkedIn, etc., (research/follow local businesses/individuals, regular posts to drive engagement, measurement and managing promotions/giveaways)
  • Attention to detail — punctuation, spelling and grammar and content formatting
  • Video and/or photography skills
  • Takes ownership of new initiatives.
  • Strong written and communication skills
  • Basic graphic design abilities
  • Works well with a team
  • Highly organized

Qualified applicants should send their resume and cover letter to emily@newtononeill.com and assist@newtononeill.com. Please include personal Twitter and/or Instagram handles.

Connect with us on social media!

Website: http://newtononeill.com/

Facebook Page: @newtononeillcomm

Instagram: @newtononeillcomm

Twitter: @NewtononeillPR

O'Notes PR Tip #3 - Are you ready to hire external PR support?

Whether your business is new, small, mid-sized, fast-growth and/or well-established, you may have wondered about the right time to bring in an external PR firm or consultant. As an owner of a PR firm working in the field for more than 25 years, I know that PR is a smart investment for many businesses and organizations, regardless of size. However, not everyone is ready to make the investment. In fact, some businesses may never need to hire external help.

Here are a few key indicators that your business is ready to bring in outside PR expertise:

  • You have time. That translates into a designated in-house individual, preferably senior level communications pro, to manage the PR person or firm. PR takes time, consistency and frequency. We need regular care and feeding, and can only produce as good as we get.
  • You have a budget. Real dollars, not just a few thousand dollars to get you through the year. I can’t tell you how many young businesses – and even a few more established businesses – think that they can generate results from a few thousand dollars. That may be OK if all you want is a press release and the follow up time it requires, but you’ll never get the train too far out of the station. Again, per bullet point above -- this takes frequency and consistency over time.  The price range can be broad. Larger public relations firms with corporate clients can charge $20K per month or higher; mid-sized firms with mid-sized clients may hover around $8-12K per month; small firms with small businesses, including non-profits tend to charge less. However even non-profits should have a budget ready, unless they have formed a sponsorship or pro-bono arrangement with a firm.
  • You are launching a new business, service, product, or event series and you can commit to a PR plan for at least a year. That means, you will need to work with your PR representative to develop an editorial calendar slotted with post announcement story ideas, news hits, bylined articles, events, etc to keep the news pipeline filled. (i.e., you need to be and stay newsworthy.)  *With special events, it may not be necessary to commit to a year of PR support, but hopefully, the event is part of a larger marketing strategy that does require longer-term assistance. 
  • Your business has a proven track record with success stories and/or metrics to share. A big chunk of public relations is media relations. Media and even influencers (aka top bloggers and social media stars) must have news or very interesting stories to tell. (see bullet point above)
  • You understand that PR will build credibility and awareness, but not necessarily sales. Your PR partner could place a lovely, two-page story in your industry trade or monthly city magazine, but that does not necessarily equal a bump in sales. It WILL increase brand awareness, especially as these placements continue; and it should make the sales process more fruitful if properly leveraged.
  • You want PR for the right reasons. In a nutshell, don’t seek a PR firm to make you or your business an instant household name. As I read in a great article on PR in The Observer, “Ego-driven PR is not a strategy; it’s a waste of everyone’s time and money.” Your PR firm can drive attention to your brand messages and concrete examples that set you apart from the crowd, but we’re not here to make you famous.
  • You have patience. It’s been said time and again: public relations is a marathon vs a sprint. There’s no magic formula on length of time or investment required, so find an experienced, ethical PR representative who will be a valued partner with external perspective.

Thanks for reading this week's O'Notes! Follow us on social to be updated on our weekly series. - NONC Team