Betsy Yates

👇📢 PR and communication pros: **DO NOT write anything YOU wouldn’t read.** ☝💯 That advice came up in a webinar yesterday. I think it’s spot on. Even when writing about subjects that might not personally interest us, we can ensure that our copy is: - Clear - Lively - Informative - Neither too long nor too short If it’s painful or boring for you to read what you wrote, odds are your audience will feel the same way. That's a great signal to edit what you're working on. Or maybe even throw it out and do something else! #writing #communications #pr #publicrelations

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This article from Columbia Journalism Review is fascinating, and an argument for the importance of a reputation management communication plan. There are volumes authored by PR pros advising against ignoring reporters inquiries, yet this article documents how frequently it happens. Throughout my career, I can count on one hand the number of times I have made a calculated decision not to respond to a media request, and 99.9% of the time it was after multiple engagements with a reporter who repeatedly misrepresented or distorted information (even if not intentionally). I suspect, more often than not, reporters get ghosted because the brand is caught off guard. They haven't planned how they will respond in a reputation crisis. Or haven't socialized the planned response with stakeholders. If the PR team is haggling with executives and lawyers on what to say or how to say it when the reporters' questions start rolling in, the opportunity to frame the narrative is quickly lost. Thanks for sharing the article Jennifer Johnson Avril! https://lnkd.in/gYmTA9CW

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Question for the communications pros out there: Do you think the job market is finally improving? The past 24 months have been 𝘣𝘳𝘶𝘵𝘢𝘭 for comms professionals, and now I’m hearing mixed signals about where things stand. Here’s the general vibe I’m getting: 🙂 More roles are popping up for specific comms roles, especially internal comms and analyst relations. 🫠 PR, social media, and content are still facing cuts across the board (and the open roles are few and far between). 🫠  Senior-level comms positions are seriously scarce or non-existent. Is this matching what you’re seeing out there?

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REMOTE

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"We're excited to announce..." Stop. 🛑 Ask yourself: "So what?" I've read hundreds (thousands?) of press releases in my career. Many fail one simple test: They don't answer why anyone should care. Here's the brutal truth: - Your new hire isn't news - Your office move isn't news - Your product update isn't news Unless... You can answer "So what?" Try it: "We're launching a new feature." So what? "It automates financial compliance reporting." So what? "Banks can spot fraud patterns in real-time." So what? "In 2023, the UK saw £2.3 billion of fraud. We're going to protect thousands of people from scammers." Now that's a story. 😎 The "so what?" test changes everything: - Press releases that journalists actually read - Pitches that get responses - Messages that stick Remember: Your news isn't about you. It's about why others should care. Next time you write anything: Ask "So what?" three times. If you can't answer, start over. That's how you find your real story. The one worth telling.

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"I already have a communications team." Is there a scientist among them? PR, social media, and UX/UI folx expertly build awareness and, depending on your product, bring consumers to your door. But when it comes to stakeholders -- I'm talking funders, regulators, policymakers, community groups, affiliates, enterprise clients -- they want to dig deeper. To check your math, so to speak. These are the people you create reports, briefs, white papers, and proposals for. The ones who want a sophisticated, persuasive document that show you're worth your salt. The ones whose impression of you will determine the impact your initiative will -- or won't -- have. Don't ask your Marketing Lead to proofread your white paper. She's trained in communications, not science and engineering. She'll do her best. But she'll end up skirting around the technical explanations. Or watering down their robustness. (And honestly, she has enough work already.) Don't miss the chance to make a lasting impression on those all-important stakeholders. Get a Science Interpreter. When you see the results (and the TIME you'll not be spending eeking out a report over the weekend) you'll be glad you did.

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The main expectation for comms and marketing leaders in 2025 is that they master the art of doing more with less as they work at connecting with consumers, a new SourceCode Communications study says https://odwpr.us/4eyO01K

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As #PR pros, we often draw inspiration from unconventional places. Not only am I a 20-year PR vet, but I'm also a trained singer and a lifelong musical fangirl. So, with all the buzz surrounding the upcoming movie musical, it got me thinking—few stories capture the power of #storytelling, #authenticity and #reputation like "Wicked." Would love to hear your thoughts. What lessons do you think "Wicked" offers? Let's discuss! (h/t PRNEWS) #PRInsights #ThoughtLeadership #Wicked #WickedMovie Check it out👇

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#communications pro survey: What prevents us from writing well more often? One thing I’ve recently relearned is allowing our writing to be overly influenced by what can get approved, rather than what will effectively communicate with the audience, is a misstep. To be sure, few of us can simply ignore our approval chains. But, as with many aspects of life, finding balance between often contradictory perspectives is what brings success. What do you think?

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I'm suddenly reminded of my early career days when the “final” steps in the publishing process still involved red pens, proofreading marks, deciphering tiny, near-illegible scrawls in margins, resolving conflicting edits between departments and finally hyper-focusing to get the job done as deadline drew near. Sometimes the editorial process is messy and requires us to practice diplomacy (and at times, a little tough love). But association publishing is a team effort, and to this day, there still is no better feeling than getting a finished product out the door. #editing #writing #editorial #associations

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Reporters, what would you like PR practitioners to know about pitching you their news/press releases? What tips would you give? I'm hoping to get some input directly from journalists on what's working best 𝒓𝒊𝒈𝒉𝒕 𝒏𝒐𝒘 to help public relations pros do a better job, as I put together a couple of upcoming presentations. I know what works for my B2B clients, but I always like to gain a broader perspective to inform my work. Thanks for sharing your thoughts. #publicrelations #mediarelations

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The Power of Knowing Your Audience as a Communications Professional: Observations from a Concert. Who knew? 😉 (Bonus points if you know this reference) — Just got back from Pink’s concert here in North Carolina, and wow—I’m completely hoarse from singing my heart out! But as much as I went to have a blast, the communicator in me couldn’t help noticing how perfectly the show was tailored for the crowd. Most of the audience was Gen X, at least that is what I observed, and Pink’s team knew it. From the opening acts to the playlist of absolute classics we all grew up with, every moment was designed to connect. And it worked so well!! I looked around and saw everyone, myself included, totally engaged, reliving memories through every song. You have to always KNOW your audience. Whether your are a communicator, a sales or marketing professional, this is the key to successfully delivering your message or your product. For me, it was such a great reminder of how powerful it is to know your audience. Whether it’s creating a campaign, delivering a presentation, or just sharing your message—understanding who you’re talking to makes all the difference. It turns a good experience into something unforgettable. Tonight reminded me that, at the end of the day, it’s all about connection—and Pink nailed it. #Marketing #Communication #AudienceEngagement

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As RFK Jr. takes the reins at HHS, 2025 could mark a pivotal year for health communications. In an era where public health narratives are shaped often by platforms like TikTok rather than by the CDC, the need for science-backed education has never been greater. Patients are increasingly using social media to self-educate, which makes clear, compelling, and evidence-driven storytelling critical. And yes, some of this will be from corporations/brands but at the end of the day we will have to lean on trusted voices. I see certified physicians and patient-led communities playing hero roles in bridging the gap between credible data and accessible communication. Companies like MedFluencers and Savvy Cooperative are already leading the charge, proving that health literacy and authenticity can coexist on these platforms. With rare disease communities already demonstrating how empowered, knowledgeable patients can drive better outcomes, could this become the evolving model for all healthcare communications?

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Trust and transparency are built through consistency, not perfection. That has to start internally & your comms team has to live this core value. Why? ⤵️ PR often helps lead the charge in mobilizing the internal and external distribution of your message, so it’s helpful for communications pros to be honest with themselves on where they themselves might be the issues. Been there. We can all improve. Recognizing when you’ve skewed towards the “bad” examples from sports PR below -- and then working to quickly shift back to the fix -- is how you grow, sustain or rebuild trust. Small shifts in approach can dramatically improve team effectiveness.

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I just got back from moderating an all-star panel on public affairs communications at the 2024 PRWeek Healthcare Conference in NYC. Huge thanks to panelists Ray Carson of The ALS Association, Ryan Anderson of HCA Healthcare, and Jake Farmer of Walgreens. After working with these experts on impactful state legislative and amendment campaigns, I can confidently say they’re among the nation’s most savvy government relations leaders. It was great having such a wealth of knowledge and expertise on one stage! Here are 6 public affairs tips and takeaways from our discussion — all relevant whether you’re advocating in healthcare or another industry: 1️⃣ Know Your Lawmakers Tailor messaging strategies based on knowledge your lobby team gains from their deep connections in the state capital, combined with insights from your PR team. Research key lawmakers to understand how personal experiences may influence their decision-making, such as work history or unique perspectives like military service. 2️⃣ Offer Clear Solutions Lawmakers don’t want to act as problem solvers for every issue. Ensure messaging offers clear solutions and positions your organization as a partner, not just another special interest group. Demonstrate how you’ve implemented private sector solutions and highlight the need for statutory or regulatory changes to overcome remaining obstacles. 3️⃣ Go Local Share local insights, relationships, and constituent stories when communicating with lawmakers. Identify advocates in each member’s district who understand your top issues and can speak on your behalf. Local perspectives can tip the scales in your favor, often outweighing the influence of capital insiders. 4️⃣ Build Coalitions National advocacy groups on the fringes of the political spectrum are increasingly using state legislatures as a farm system. Counter these vocal fringe voices by investing more time and effort in recruiting trusted coalition partners. 5️⃣ Be the Early Bird Public affairs is a team sport. Assemble your team – including lobbyists, PR professionals, and lawyers – early in the planning process. Invite them to strategy meetings to foster collaboration. Don’t wait until legislative session to activate your PR outreach and grassroots advocacy efforts. 6️⃣ Trust Your PR Team! Engage a PR firm that specializes in public affairs and gets how the game is played. Lean on them to help define a clear narrative, develop messaging, and provide ‘air cover’ with consistent positive messaging to combat misinformation.

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Are you extra? I'm good with that. For even more insights on the Communications field (PR, Internal, Executive, PA, etc.) sign up for the emails I send out to the select group of Comms. pros who who want to level up as Communications professionals and leaders. If you're a fit for these exclusive insights, you probably already follow me on LinkedIn and might listen to my podcast. You most certainly love this crazy, deeply frustrating, and highly rewarding field we're in. You want to stay in the field and continue to grow your career . . . without losing your sanity or burning out in the meantime. So if this is you . . . you're "extra" and getting the Level Up: Be Extra emails might be perfect for you. We're starting with extra content on topics that we address first in the Communications Business Advisor podcast - often with additional context around it and thoughts from others in the field. Tomorrow, we're addressing Strategic Communications Planning. Sign up today if you want free access to these insights. Timeliness matters (like everything else in comms.). Level Up: Be Extra https://lnkd.in/dpAxfT3S

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Thrilled to have hosted a webinar on the Ethnicity Pay Gap with three exceptional experts on the subject. Our discussion delved into systemic biases, actionable solutions, and the imperative for change. Let's turn insights into action for a more equitable future. #EthnicityPayGap #DiversityandInclusion

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🚨 Battling the Bots 🚨 Here’s what some senior leaders are doing to respond to bot-driven social media noise: 1️⃣ Evaluating Bot Influence: Scrutinizing engagement metrics to distinguish between real and artificial activity. 🤖 2️⃣ Providing Context: Educating leadership on the real sphere of influence of viral posts, not just their volume. 📊 3️⃣ Strategizing Responses: Focusing on the sentiments of key stakeholder groups, not the sheer quantity of social mentions. 💬 4️⃣ Monitoring Risks: Considering how shifts in sentiment align with broader corporate or legal strategies, especially around DEI. ⚖️ 💡 But here’s what the most forward-thinking leaders have told me they're doing: 1️⃣ Differentiating Real Impact: Analyzing metrics to identify genuine engagement from key stakeholders. Focusing on where your core audiences (employees, customers, investors) are active. 🎯 2️⃣ Recalibrating Risk Discussions: Shifting focus from short-term reputational hits to long-term risks like litigation or regulatory scrutiny. 🛡️ Using data-driven insights to reveal how bot-driven campaigns often inflate perceived threats. 3️⃣ Framing the Response: Responding to real stakeholders, not the noise. Crafting communication strategies for your most valuable audiences, minimizing reactionary responses to bot-amplified posts. 🎯 4️⃣ Aligning with Corporate Strategy: Positioning DEI and other commitments within broader business objectives. Keeping your core values intact while tracking competitors’ responses and adjusting accordingly. 🏆 #Leadership #CorporateAffairs #ReputationManagement #StakeholderEngagement #AI #StrategicCommunications

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