CANVAS REBEL: Meet Michelle Kafka

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We caught up with the brilliant and insightful Michelle Kafka a few weeks ago and have shared our conversation below.

Michelle , looking forward to hearing all of your stories today. We’d love to start by getting your thoughts on what you are seeing as some the biggest trends emerging in your industry.

In the current era of social media, everyone can be an influencer. Anything you post could inspire your followers to seek out a similar product, service or experience. On a larger scale, contracted social media influencers have become a valuable marketing tool for companies in a wide range of industries. In our work as an integrated marketing firm, influencer outreach and relationship building has become part of the strategy for a number of clients. The content influencers create and share offers a unique advantage over other forms of earned media coverage, as it’s typically placed in front of consumers with similar values and therefore may be more likely to act on a specific task with influence from others.

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Avoid These Mistakes When Creating Your Brand Campaign

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Avoid These Mistakes When Creating Your Brand Campaign

In this digital day and age, social media and influencers are on the rise. Companies can take advantage of this opportunity to promote their brand or products through a channel outside of their own platforms. Brands can implement the use of influencers as a way of effectively promoting their brand campaign. However, when selecting an influencer to work with, there are several common mistakes made that can make or break any campaign, including working with influencers who lack credibility, fail to produce creative and original content, don’t align with key demographics and overlook the significance of engagement. 

4 Mistakes to Avoid in Your Influencer Brand Campaign 

1. Don’t Work with Influencers with Bad Credibility 
2. Avoid Influencers who lack creative and original content creation
3. Not Recognizing Key Demographic for Your Campaign 
4. Limited Focus on Engagement

Bad Credibility 

The first mistake companies make when working with influencers is choosing those who lack credibility. When promoting your campaign it is critical that your audience trusts you and what you are promoting. 

Influencers play a key role in making that sense of trust. They’ve built a reputation for themselves and their credibility is built brick-by-brick with their following. Their endorsement of a product can significantly impact target audiences’ perception of your campaign. 

As your company selects an influencer to work with, you should keep in mind the existing credibility the influencer has, the higher the credibility, the more likely the influencer has a greater impact/influence upon their followers. Authenticity is key when it comes to promoting your campaign and establishing credibility. To learn more about influencer credibility at a hyper-local level, click here. 

Lack of Creative and Original Content

Another mistake brands tend to make is selecting an influencer that may not align with the interests of the company and/or lacks creative direction when collaborating with past brands.  Your brand campaign should work with influencers because of their ability to create original and creative content that caters to their audience. 

With this in mind, companies have access to ideas and perspectives that they may not have thought of before the collaboration.

Content creation by nature is innovative and original, influencers are able to apply their own experiences and perceptions to the brand or product that they are promoting, cementing their authenticity and credibility. 

Limited Key Demographic Recognition 

Having a key demographic is critical for all campaigns. Due to the creative nature of being an influencer, their social media pages tend to be niche and thematic, which ultimately targets and pulls in different publics. 

Selecting an influencer solely for their following may not give the same results as an influencer with a smaller following but has similar interests and views as the campaign. Recognizing the proper demographic is essential for a brand when it comes to choosing which influencers to work with. 

Brands are able to pick and choose which influencers fit their goals and mission based on how their profiles appear to the public eye. This is a strong way to maximize campaigning efforts while also increasing the likelihood of significant engagement from their influencer’s followers. 

Lack of Focus on Engagement

Engagement is critical in any brand campaign, the digital space is very crowded, and influencers are essential for standing out from the crowd. 

Social media is collaborative and based on community building, influencers help facilitate conversation. This is critical for brand recognition and awareness.

Due to the loyal nature of influencers’ followers, when promoting a brand, there is also an increase in brand loyalty.

Additionally, it should be noted that influencer-generated content increases foot traffic for both the brand and the influencer. 

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CANVAS REBEL: Meet Pierce Kafka

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We caught up with the brilliant and insightful Pierce Kafka a few weeks ago We recently connected with Pierce Kafka and have shared our conversation below.

Pierce, appreciate you joining us today. How did you scale up? What were the strategies, tactics, meaningful moments, twists/turns, obstacles, mistakes along the way? The world needs to hear more realistic, actionable stories about this critical part of the business building journey. Tell us your scaling up story – bring us along so we can understand what it was like making the decisions you had, implementing the strategies/tactics etc.

Our growth has been bootstrapped, consistent and referral focused. If we do right by our clients, growth is inevitable. Our pursuit is in scaling the quality of our team, the strength of our relationships with the media, and the growth of our client connections. Only then, after building the proper foundation and defining a clear mission, does growth occur. To quote ‘Field of Dreams’: “If you build it, they will come.”

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4 Keys to Mastering Social Media Trends

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Given the rapidly changing nature of social media trends, it can be difficult to determine what is currently trending and what is fading in relevance. It is important to utilize social media effectively to raise brand awareness and foster genuine connections with consumers. A strong social media presence is crucial for maintaining a cohesive brand message within the online community. By following the four keys outlined below, companies can position themselves for success in social media.

1. Keeping Tabs on Trends

To authentically identify social media trends, spend time on social media multiple times throughout your day. Immerse yourself in platforms like TikTok, that offer a For You Page for greater visibility and engagement. Utilize TikTok’s Creative Search Insights, follow industry competitors, and stay updated on challenges and relevant hashtags. Engaging with your audience through comments is essential, and using social media analytics helps track performance and guide improvements. Remember, the sooner you hop onto a trend, the better!

2. Is the trend relevant?

When creating content, it’s necessary to assess whether a trend is relevant to your brand by determining if it aligns with your mission and values. If it doesn’t, brainstorm ways to incorporate elements of your company’s core principles into the trend to ensure authenticity and maintain a strong connection with your audience. Consider how the trend resonates with your target demographic by asking if it will engage them and spark conversation. If the trend seems fleeting, think about how you can adapt it into a longer-term strategy that keeps your brand relevant. By taking these steps, you can create content that is timely and reflective of your brand’s identity while fostering a deeper connection with your audience.

3. Mastering A Trend 

As mentioned above, one of the most important things you can do is post in a timely manner. Other key steps include ensuring high camera quality, selecting an aesthetically pleasing setting, and effectively using hashtags. If you incorporate text into your video or photo, double-check that it’s aligned properly and uses a noticeable size, font, and location. Avoid placing text over areas of the video that might block important visuals or actions. Don’t forget to consider the readability of your text—contrast is essential, so choose colors that stand out against the background. By following these tips, you can enhance the content quality to engage your audience more effectively.

4. Signs A Trend Is Over

As trends can rise and fall quickly, the last thing anyone wants to do is post about a trend weeks after it has faded out. Key factors to identify a declining trend include monitoring engagement on related posts, observing how often the trend is referenced on social media, and noting if other trends are gaining popularity. Another key is watching for a shift in tone regarding the trend. If comments frequently describe it as “overused” or “overdone,” it may be time to move on. For example, the “very demure, very mindful” trend on TikTok faded in less than a week this past summer. Another instance would be posting the Apple dance now would miss the mark, as it peaked from late July to early August.

Navigating social media in the workplace can be hard, but it’s not impossible. By keeping these tips and tricks in mind, we can enhance our social media content while driving engagement and fostering genuine relationships with our clients and consumers. 

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4 Keys: PR Terms You Should Know

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In all industries, there are terms and jargon that may prompt the question in your head, what does that mean? The PR world is no different. Some of these PR industry terms can be confusing, but are important to know because as professionals we use them every day to pitch journalists and get coverage for clients. Understanding these PR terms maximizes efficiency in planning and communicating in PR and anticipating the results of all coverage. Here are 4 PR terms you need to know:

1. Embargo

In PR, it is essential to establish good relationships with journalists before important coverage. An embargo is an agreement between you and the media where top-secret, relevant information is shared and cannot be published before a certain date and time. Embargos give reporters the time to craft a piece and strategically manage the reaction and impact of the announcement in order to maximize coverage. We prioritize choosing journalists that we already trust and have built good relationships with. This allows the journalists to be more likely to work with us and our clients which helps keep them at the forefront of coverage.

2. Press release

In every story, there is a beginning, middle, and end. In PR, a press release is a written announcement, unlike an embargo, where we are able to control the message and create a story within it. A press release is meant to draw the media’s attention to a specific event, product launch, or campaign. We pitch enthusiastically to get our clients the coverage they deserve and our goal is for the press release to be shared like wildfire in order to catch a reporter’s attention. Also, here’s a quick tip: Be sure to use relevant keywords and link back to your website or organization to improve search engine visibility!

3. Press kit

A well-crafted press kit is convenient and comprehensive — two features that journalists love when there is a quick turnaround required for a story. Press kits come with a range of informational and promotional documents, fact sheets, and other materials that explain the client’s work or organization. It is important for press kits to be easily accessible so reporters can quickly reference any information they need while writing well-informed coverage. Keep the press kit short and sweet by focusing on the key points of the product or service while pushing a unified message.

4. Targeted testimonial

What’s a better way to promote a product or service other than a testimonial? Conducting a targeted testimonial is an even better and more specific strategy that we utilize when planning to promote our clients. A targeted testimonial is done by targeting a specific demographic or market segment with an endorsement or review that meets the needs, interests, or concerns of the audience. By highlighting aspects of the product or service, we are able to build the credibility of our clients within the eyes of their audience and ultimately persuade them. While a testimonial can build trust, putting in time and effort is necessary for it to be a strategic one that will maximize the impact on the target audience.

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4 Keys to Creating The Perfect Press Release

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As companies prepare for exciting announcements like events, product launches, funding, and other organizational updates, press releases are often the most effective way to share news with the public. A press release is a helpful tool to ensure your message is clear and can be widely distributed, making crafting the perfect press release essential in building company credibility and curating cohesive brand messaging. Applying these 4 tips and tricks to your next press release will increase the likelihood of media coverage and help ensure your message is clearly defined:

1. Ensure your press release is newsworthy.

Before drafting a press release, ensure the news you announce is timely and relevant. The goal is to share new information with the public. Press releases are more likely to catch the attention of journalists when the news is tied to an overarching industry theme or a current event. Be sure to gather all necessary story pieces before putting out a full press release to the public. This is where strategic communication plays a role in crafting the perfect press release!

2. Detailing the “Who, What, When, Where, Why”

Like any good news story, understanding the “Who, What, When, Where” is important to clear messaging. A press release must answer the following questions:

• ‘Who is making this announcement, and who are the parties/people involved?
• ‘What is being announced? A product launch? A funding round? An upcoming event?
• ‘When is the news happening?
• ‘Where is the news happening?
• ‘Why should the public care?

Answering these questions throughout the press release helps ensure messaging is clear and effective.

3. Follow proper press formatting. 

A well-formatted press release aims to summarize news by highlighting only key information for media and journalists, avoiding lengthy sentences that might distract and disengage readers. A press release is typically a few paragraphs in length and does not exceed one page. The headline summarizes the news, the dateline reveals the time and location of the news, and the body shares additional details of the announcement and direct quotes from key players. A boilerplate is to be inserted at the bottom of the release, which provides a summary of the company putting out the news.

4. Finalize a timeline for appropriate outreach, including embargo dates and relevant media.

Not only is the content of your release essential in receiving press coverage, but the timing of your release can also significantly impact how it is received. Determining an ideal timeline for announcing news can optimize media coverage. Consult your marketing team to ensure no conflicting current events, holidays, etc. fall on your announcement day, and employ tactics like embargoed outreach to maximize your timeline. Crafting the perfect press release is an important step in legitimizing your company in the public eye, and collaborating with the experts on your marketing team to ensure these crucial points are hit will make your announcement go viral!

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4 Keys to Legitimizing Your Company Through Public Relations

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Public Relations is beneficial to every type of business– providing opportunities to create exposure outside of existing networks and expand a company’s overall reach. When you strategically position your brand’s messaging to the media, audiences will begin to view your company as credible and legitimate. Consistent coverage in reputable outlets is instrumental in impactful consumer and stakeholder interest, but for a well-rounded PR campaign, other strategies are equally as important. 

By integrating these 4 key elements into your PR strategy, you can legitimize your brand in the eyes of your target demographics: 

1. Seek Out Relevant Award Opportunities and Apply:

Throughout the calendar year, various associations will distribute awards or honors to industry leaders. Winning awards and earning honors is a powerful method of endorsement and a great way to fortify your organization’s reputation and credibility. Additionally, award events bring networking opportunities. Connecting with networks across industries allows for the possibility of new investors and clients to learn more about your company’s mission.

2. Monitor Industry Conferences and Apply for Your Brand’s C-Suite to Speak:

One of the best tools available to build brand awareness is seeking out and submitting applications on behalf of your or your clients’ organizations. By singling out conferences and events that your target audience is likely to attend, you can make them aware of a specific topic while continuing to attract new networks. Positioning your brand’s executives in front of certain audiences can lead to connections with investors, prospective clients, and potential partners.

3. Secure Media Coverage in Relevant News Outlets:

Obtaining positive media coverage in reputable publications can assist you in differentiating yourself from your competitors while continuing to build legitimacy. Your PR organization must monitor its online reputation, balancing out positive and negative coverage. Even one single article has enough power in itself to influence lasting consumer decision-making and purchasing behavior.

4. Publish Contributed Content to Third-Party Outlets:

Landing contributed content in print and digital publications is an excellent way to gain additional exposure, allowing more niche audiences to receive your messaging while positioning your company’s leadership as experts. It also eliminates the possibility of your brand’s messaging being misconstrued, as it’s written 

Contributed content is a self-written piece commonly published by a trade media outlet. The author is typically an executive or leader of a company, and the article itself focuses on an industry trend or current happening.

Legitimizing your brand demonstrates to clients and consumers that your organization or product is trustworthy while maximizing brand awareness. By discovering awards and speaking opportunities, you position yourself as a credible industry figure with the bonus of obtaining free advertising. Through publishing contributed content and pitching stories to relevant news outlets, your reach and visibility increase tenfold. The long-term success of your brand is contingent upon its recognition, these four keys are a solid foundation for bolstering your firm and client’s reputation in the realm of public relations.

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BOLD JOURNEY: Meet Michelle Kafka

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We were lucky to catch up with Michelle Kafka recently and have shared our conversation below.

Michelle , thank you so much for joining us. You are such a positive person and it’s something we really admire and so we wanted to start by asking you where you think your optimism comes from?
It’s much easier to be optimistic and happy in your career when you love what you do. I’ve found it helps so much to surround yourself with people who have positive uplifting attitudes. At Kafka Media Group (KMG), we work hard to foster a positive environment and build a team that always has each other’s backs. I’ve learned from my experience that no good decision comes from a place of negativity. Staying positive and forward-thinking has always worked out much better.

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4 Keys to An Award Winning Campaign

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Last year, KMG worked with an independent filmmaker to create an integrated marketing campaign for the documentary ‘A Star Without A Star’. The goal was to build momentum before the film’s U.S. premiere and gain critical review as award season approached. Additionally, KMG aimed to spark conversation around the film’s subject–Juanita Moore–and help her earn a star on the Hollywood Walk of Fame for her contributions to the film industry. 

As a result of KMG’s efforts, the documentary was positively received at its premiere, gained critical reviews, and Juanita Moore was nominated for a star on the Walk of Fame. KMG’s work on the campaign also received a Gold Davey Award for its integrated marketing effectiveness. 

Building an award-winning film campaign requires a multi-faceted approach to ensure its success. Incorporating media relations, events, social media, and critical reviews all worked together to maximize the campaign’s impact.

Here are 4 key strategies that KMG implemented in the ‘A Star Without a Star’ campaign that you can use to build your next award-winning PR campaign:

1. Integrate In-person events
2. Gain Critical Review
3. Generate Buzz with Media Relations
4. Social Media Presence

Integrate In-Person Events

As 2024 kicks off, we are seeing a resurgence of in-person events that tie into a campaign. Live events and activations are a great way to drive meaningful engagement. This also provides an amazing opportunity for your audience to engage directly and share their experience on social media to increase overall interest in the campaign itself. 

KMG worked with the ‘A Star Without a Star’ team to build a strategic guest list for its U.S. premiere in LA, inviting key local and national media, influencers, and other stakeholders to the event. Attendees were able to engage in-person with the filmmakers, learn more about the story behind the film, and have a more impactful viewing experience. 

Gain Critical Review

For a film campaign in particular, it is important to gain critical review to establish the film’s credibility in the industry as you head into award season or when securing distribution. KMG targeted select Rotten Tomatoes-approved reviewers with screening links to begin the population of the film’s Rotten Tomatoes page. Sending screening links to critics who aren’t able to attend in-person screenings offers a convenient way for them to review your film.

Generating Buzz through Media Relations

In addition to gaining media attention around events and screenings, a great strategy is to find unique human-interest angles around the subject of a film, or the filmmaking process. 

In ‘A Star Without a Star”, an effective strategy was raising awareness about the life and career of the documentary’s subject, Juanita Moore. KMG reached out to key entertainment and culture writers at entertainment/film publications, local and national broadcast stations in NYC and LA, as well as film and film history bloggers. Articles about Moore’s career and life in the film industry garnered further interest in the documentary. 

Social Media Presence 

Alongside connecting with the media and hosting events, maintaining a consistent social media presence is an invaluable component of a campaign’s success. Social media activity will help increase a film campaign’s overall reach, engagement, and effectiveness. 

When building an audience for a film campaign, social media is a great place to share news coverage, give supporters a more in-depth look at your film, engage with your audience, and share important information about premieres, screenings, events, etc. 

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