Unmasking the Myths: PR Doesn’t Have to Be Scary
Advancing Organizational Excellence (AOE)
Association management, strategic planning, PR & marketing, event planning and other areas of business expertise
By Kristin Dispenza, PR Practice Group Leader, AOE
As Halloween approaches, it's time to shed some light on the shadows and demystify the world of public relations. Contrary to what some might believe, there's nothing scary or spooky about creating effective PR. In fact, it's all about clarity, connection and creativity. So, let's uncover the five not-so-frightening key elements of PR.
Clarity on Your Audience
In the realm of PR, understanding your audience is essential for making the perfect impression. Knowing who they are and where they gather their information is the first step. This clarity ensures that your message isn't just a whisper in the wind but a roaring success.
In the realm of PR, understanding your audience is essential for making the perfect impression. Knowing who they are and where they gather their information is the first step. This clarity ensures that your message isn't just a whisper in the wind but a roaring success.
The Stories You Tell
Every organization has tales to share. Those may be centered around the people behind the scenes; a cutting-edge technology; or a project, product or case study. Identifying these stories is fundamental to sharing your key messages as well as engaging a publication’s readership. It also sets the stage for captivating narratives.
Keeping Tabs on Media Outlets
Both online and print outlets change frequently, so keeping up is imperative. AOE's expansive media database works like a crystal ball to help you navigate the media landscape. We work closely with clients to uncover new opportunities, ensuring your stories are heard by the right ears. From researching media calendars and identifying the right contacts to creating pitch concepts and placing articles, AOE is involved every step of the way.
Building Relationships
When it comes to PR, editors are your partners. They rely on industry contacts to get fresh, regular content. By establishing strong relationships, you can create a symbiotic partnership where both parties benefit from shared success.
Support with Follow-Ups and Social Media
Once your story has published, it needs ongoing support. Think of follow-up social media posts, podcasts or other content as the magical potions that keep your narrative alive and potent, reaching your audience in diverse and engaging ways.
By addressing these five elements, your PR strategy will be more treat than trick, delivering results that are both captivating and effective. AOE's tailored strategies and expert guidance can help ensure your brand's message reaches the right audience at the right time, your media relationships are strengthened and your ROI is maximized.
Happy Halloween from all of us at AOE! 🎃
AOE News
ASCC Hires AOE!
AOE has been hired by the American Society of Concrete Contractors (ASCC) to provide event services, specifically for the upcoming 2025 World of Concrete event. AOE will be responsible for orchestrating key event services, including comprehensive logistics management, event marketing and on-site coordination. AOE is thrilled to embark on this project, bringing our expertise to ensure a successful and unforgettable experience!
AOE Selected for FHWA Agreement with the CP Tech Center
The National Concrete Pavement Technology Center (CP Tech) and the Federal Highway Administration recently signed a five-year $6.7 million cooperative agreement on the Development and Deployment of Innovative Technologies for Concrete Pavement. AOE is excited to be a subcontractor on the team, charged with services related to public relations and public engagement.
“The Center’s team represents a great cross section of experienced experts and energetic emerging leaders in our industry,” said the CP Tech Center’s Director and ISU Department of Civil, Construction and Environmental Engineering Research Professor Peter Taylor. “We are excited to get started on the work.”
The cooperative agreement will promote the deployment and rapid adoption of new and innovative materials, design and construction procedures, specifications, practices, and methods to improve concrete pavement performance and extend pavement life.
“The fundamental intent is to integrate current innovations into best practices in the near future,” said Leif Wathne, the project’s manager. “A key part of the work will be to evaluate proposed innovations to ensure that they are beneficial and effective and to ensure delivery of the right messages into the hands of the right people through impactful technology transfer efforts.”
AOE Attends ACPA’s Fall Conference
Earlier this month AOE President Kimberly Kayler attended the American Concrete Pumping Association (ACPA) Fall Board Meeting and Operations Safety Maintenance Conference in Austin, TX, from October 2-5. We were honored to sponsor the lunch at the event. AOE has proudly provided marketing consulting services to ACPA for nearly a decade, and we were thrilled to help them celebrate their 50th anniversary—Texas style! Here’s to continued success and partnership with ACPA!
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AOE provides client support
Next month, AOE’s client NEU, ACI’s Center of Excellence for Carbon Neutral Concrete, will exhibit at the ACI Convention. AOE is a member of NEU, provides general marketing support and also recently helped the organization complete a new strategic plan. Stop by the booth and learn more about NEU’s mission.
Improve digital accessibility with alt text
By Lindsay Chelf, Director of Design, AOE
One critical aspect of digital accessibility is alt text. Whether you're a blogger, marketer, or web designer, understanding the importance and best practices of alt text can dramatically improve your content's reach and usability.
What is Alt Text?
Alt text, short for alternative text, is a brief description of an image that appears in the HTML of a webpage. Its primary purpose is to describe the image to users who cannot see it through use of screen readers, an assistive technology that can either verbally convey the description to its user or depict it via a Braille display.
Why is Alt Text Important?
AOE believes that organizations have responsibility to create content that is accessible to all users, in order to provide everyone with equitable access to information. Without accessible measures, such as alt text, users encounter barriers that cut them off from experiencing the content that we take for granted, leaving them feeling frustrated and isolated. As content creators, we need to do what we can on our end to remedy these issues, such as adding alt text to the visuals on our websites and in our digital content.
Additionally, digital accessibility benefits every user, not just those with a disability. If you’ve ever tried to visit a website using a poor internet connection, alt text displays in place of an image that fails to load—as long the website designer made sure to include it.
Lastly, while search engines can’t “see” images, they can scan the text on your website, including any alt text you may have added. By including relevant keywords in your alt text, search engines can better understand the content of your website, potentially improving your SEO and moving your site up in search engine rankings. Continue to our blog to learn when and when not to use alt text.
Alt text is an easy way to improve the online experience for a group of people whose needs are often ignored when it comes to digital content, so make sure your organization is doing the right thing and taking this small (but significant) step toward equitable online access for all.
Reach out to AOE if you want to get started improving your organization’s digital accessibility today!
Listen to the AOE Podcast
From Vision to Victory: Crafting Effective Strategic Plans That Drive Results
Strategic planning is crucial for any organization or association as it helps define direction, allocate resources effectively, and ensure everyone is working towards the same common goals. In this podcast AOE's strategic planning top consultants Kathy Spanier and Drew Burns discuss how having a strategic plan can set the foundation for making informed decisions and adapting to changes in the market. Listen to the podcast.
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Advancing Excellence is a weekly podcast hosted by AOE – serving the AEC industry. AOE’s podcast shares tips, ideas, marketing, events, strategic planning, crisis communication, organizational management, thought leadership and more.
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AOE Digital University
AOE launched Digital University to help our audiences expand their knowledge on digital marketing. We tailored the microsite specifically for our clients and others like them, who are predominantly AEC professionals that come from the trenches of their respective fields. Recognizing that these professionals often juggle various roles, including marketing responsibilities, Digital University offers blog articles, e-books, videos and podcasts to learn about the latest digital tools. Topics include strategies and tools, websites, search engine optimization (SEO) and analytics, social media and artificial intelligence.
Visitors can choose from several quizzes to test their knowledge of digital marketing. They also earn an AOE Digital University graduate badge by passing the final exam, which consists of 50 questions and takes about seven minutes to complete. Those with a minimum 70% pass rate (35+ correct answers) will be emailed an electronic badge. Visit www.aoedigitaluniversity.com.
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