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Articles by Adam
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How to articulate the business value of PR
How to articulate the business value of PR
By Adam Cormier
Contributions
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How can you foster creativity in your team?
A brainstorming best practice is to do more of it. Most brainstorms fail because the facilitator spends all of the time explaining and not facilitating. The more familiar your team is with the process, then the quicker it takes to get in creative mode. Create moments for your team to exercise their imagination. - Start every team meeting with a starter question: What's your favorite ___? Where's your next vacation? The goal here is to ground the meeting, make everyone feel present, and think forward - Invest time and resources for your team to learn how to visualize (team outing to see a hypnotist??) - Maintain an "idea space" ... Mural is a great tool for this. It's digital and dynamic and can be an available space 24/7 to curate ideas.
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How do you ensure consistency and accuracy of messages across multiple communication channels?
Depending on the severity of the crisis, your goal needs to be to consolidate external channels so there is ultimate control over the message. If it hits the fan... shut down all outbound marketing, monitor social channels in real time, and utilize the company blog as the external voice. Ideally, you have scenario planned the situation already and have the message map approved to move quickly. In a crisis, you need to show up and you need to communicate. Your blog is your public comment where stakeholders and media can get the latest on the situation. Be proactive with media when there's an update posted to the blog... your "win" is driving traffic to the blog/getting the blog quoted in stories.
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What are the most innovative ways to use press releases to reach a niche audience?
Press releases are not the content vehicles to deliver a story. They inform and need to have the proper format/structure and business tone. Now, HOW the press release is communicated to your niche audience, that's a different story. This is your opportunity to leverage storytelling and emotion: 1) Post the press release to your newsroom. We want to drive audience behavior to visit this page, often! 2) Depending on the audience is what you do next. For instance, do you find an influencer to post a link to the press release in a Slack group or online community/forum or do you work with the Demand Gen team to email a specific list. Use storytelling and emotions in these pieces of content Stick to the facts with your press release.
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How can you use public relations to create buzz around your brand?
First, PR must care for several audiences - sales prospects are just one. Second, before launching the campaign it is critical to baseline your targeted audience. If the goal of the campaign is to drive awareness, then it is important to determine or score the audience's baseline awareness level. Next, set your goal. If the baseline awareness is at a "low awareness level" then create a hypothesis that defines the desired change in awareness you need to achieve. This is how you will measure the effectiveness of the campaign ( better than explaining SOV, right?). Now, go plan and budget your plan accordingly. All of your reporting is now in the context of closing the gap between the baseline and the desired change.
Activity
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Our team is growing and we're looking to add an all star to lead the partnership servicing side of the PWHL. We'll work together, as we continue to…
Our team is growing and we're looking to add an all star to lead the partnership servicing side of the PWHL. We'll work together, as we continue to…
Liked by Adam Cormier
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Earlier this year, I had the privilege of stepping into the CEO role at Heyman Associates. After 19 years with the firm, I’ve watched significant and…
Earlier this year, I had the privilege of stepping into the CEO role at Heyman Associates. After 19 years with the firm, I’ve watched significant and…
Liked by Adam Cormier
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In our most recent blog, Paul Rechichi shares how customer-centric storytelling fosters powerful brand-customer relationships. Read More ⬇️
In our most recent blog, Paul Rechichi shares how customer-centric storytelling fosters powerful brand-customer relationships. Read More ⬇️
Liked by Adam Cormier
Experience & Education
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PAN
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Volunteer Experience
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Mentor
UConn Men's Hockey Mentor Network
- Present 8 years 11 months
Education
Volunteer Mentor to the UConn Men's Hockey team to support the player's development and transition to a professional career outside of hockey.
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Ready to rock Black Hat in style!!! VulnCheck has a ton happening, and we can’t wait get after it! #vulncheck #exploitintelligence
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A special congratulations to our CEO Philip A. Nardone, Jr. on winning Bronze for Leader of the Year in the 2024 Bulldog PR Awards! 👏 Your…
A special congratulations to our CEO Philip A. Nardone, Jr. on winning Bronze for Leader of the Year in the 2024 Bulldog PR Awards! 👏 Your…
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