15 Higher Education Digital Marketing Strategies for 2018

Every day, universities and colleges are coming up with exciting, innovative courses for the millions of motivated students all over the world. The higher education space is being redefined by innovation in design, delivery and employability for many degree programs. Education experts have the resources they need to craft, test and rollout cutting edge online degree programs. That’s why higher education institutions are bringing on board creative communication and marketing professionals to keep their institutions and programs visible and desirable. Here at Circa, we utilize unique higher education marketing strategies that help raise awareness of courses and programs while bringing in high quality students that enable online degree programs to flourish. 

Innovative PPC Strategies

Andrew Glasser and Farzin Espahani

The possibilities for higher ed marketing are seemingly endless when it comes to PPC. It is by and large the most immediate method for generating high-quality leads while broadcasting your brand to qualified individuals, ultimately turning clicks into prospective students. In Search, PPC is a hotbed for student acquisition, with degree-seekers constantly turning to Google and Bing to help them decide their career/academic path. Within Social, PPC offers increasingly advanced tools which we can use to hone in on subgroups of your target audience, fostering lead growth in the student acquisition cycle while simultaneously nurturing your Brand’s reach.

When it comes to paid advertising on social platforms, we notice a clear trend for universities who are marketing online graduate degree programs: All the ads are the same. The ad copy makes it clear that the program is flexible and completely online, and the visuals often convey a happy working professional looking satisfied in their new role. In 2018, it is our focus, mission, and purpose to ensure that colleges and universities make a commitment to standing out from the crowd by showcasing their true story. Students understand that they have basic needs in their degree program, but in 2018, millennials need to have a connection to something bigger. It is important for universities to look at their missions, ideals, and unique value propositions outside of online, flexible, innovative curriculum to begin conveying the information that matters to a student’s personal journey.

Mobile Optimized Search Ads

Studies continue to show that mobile devices are the go-to option for searching the internet. In fact, mobile devices are used more often for searches than desktop computers.  The average person checks their phone 150 times a day, the average time spend on a smartphone is 177 minutes per day, and amazingly, the average mobile session is 70 seconds. This means consumers are using their phones all day, every day, but in short bursts of time. By bidding higher for mobile devices in Google Adwords and Bing ads while utilizing mobile optimized ad extensions we can increase the CTR significantly.

Managed Placements And Interests

Managed placements is a good strategy when there are specific websites that you think are related to specific program or university where can be visited by a potential student. For example for an online MBA program, we want to place our display ads on education related websites and focus on pages relevant to higher education and career advancement. This will help us to make sure our ads are shown to those more likely to click on the ad to learn more.  

Facebook Retargeting Campaigns

The beauty and effectiveness of retargeting allows you to reach out to users who have already showed interest to your brand or program and to get them to re-engage with your brand. This is a slow but steady and cost effective strategy that converts more students compared to traditional targeting, since users are more likely to engage with ads from brands that they know. The best way to achieve a winner retargeting strategy is to start with a brand awareness ad to simply introduce your brand. Then running a retargeting campaign that shows new ads to those who have already engaged with your previous ad.

Fundamental SEO Strategies

Tyler Cooper

Every month, hundreds of thousands of prospective students are logging onto their computers, opening up Google, and trying to figure out where they should earn their degree. If your website’s SEO strategy is not up to par, chances are you’re missing out on the vast majority of these leads. While you can use Google AdWords to show up for these results, you’re going to be paying a premium for each click. When you rank organically, there is no cost per click. When looking at this from an ROI perspective, the value of SEO is undeniable. Having a large search presence means more organic traffic, more leads, more applicants, and more students. If SEO is not a part of your digital marketing strategy in 2018, you are doing yourself a huge disservice.

Link building

Link building is undoubtedly the most important aspect of your SEO strategy. In order to compete in competitive markets such as higher education, your website will need a steady stream of high-quality and relevant backlinks. There are a number of link building strategies. You can read more about those here.

On-Page SEO

In order to get the most out of your link building campaigns, it’s extremely important that your on-page SEO is in place. Make sure you all of the content on your website is properly optimized for search. This includes keyword rich title tags, relevant meta descriptions, keyword density, optimized header tags, internal linking, and much more.

Technical SEO

While this may require assistance from a web developer, it’s important that your site is technically sound so that it can be properly crawled by Google. The easier it is for Google to crawl and understand your site, the more your website’s pages will be shown in Google’s search results. On the other hand, if your website is full of technical errors, your search rankings will almost certainly suffer. Some things to look for when performing a technical SEO audit are: 404 errors, missing/broken XML sitemaps, slow page load times, duplicate content, irrelevant/thin content, and more! Use a tool like Screaming Frog to identify some of these common issues.

Website Content Strategies

Frederic Lee

Creation of website content (articles, infographics, data visualization, and more) is an essential aspect of any search marketing strategy. The primary reason being that Google favors websites with fresh content. With this in mind, a strategy of continuous creation and publication of content is important for website visibility in Google’s search results. In addition to creating fresh content, here are three core strategies to get the most ROI in this content.

Traffic and Rankings Focused Content

Through careful keyword research with an emphasis on target long-tail variations of your core keywords, content can be created with the best opportunity to rank in the search results. Keyword clusters/pods can be established in order to streamline content creation and may cover many keyword opportunity areas surrounding a long-tail variation. Upon completion and distribution, this content may rank for competitive keywords and either bring in large quantities of industry traffic, or a lesser, more valuable flow of conversion-focused traffic.

Conversion Support Focused Content

Depending on your business goals, conversion support content have a goal of providing detailed information about your product/service and industry. This content is designed to speak directly to individuals in the sales funnel. Through paid and organic social distribution and careful placement on your website, these articles are designed to be a strong touchpoint in the sales process.

Social Signal Focused Content

A portion of the Google algorithm involves having positive social signals pointing towards your website and content. Articles and graphics can be created with this exact goal in mind. A detailed analysis of your target audience and how they interact on social network is a key first step. This content must give them a reason to share and engage. Upon publication, strategic social sharing and promotion can help kick start this content on Facebook, Twitter, LinkedIn and other relevant networks to your industry.

Creative Digital PR Strategies

George Bradley and Joseph Lapin

In the higher education industry, digital public relations is an important approach for any SEO strategy. Here at Circa, we believe that the faculty are one of a university’s greatest assets, yet in general, many higher ed marketing companies are not utilizing these key stakeholders. By leveraging traditional public relations strategies for the digital world, digital PR not only influences brand awareness and thought leadership for universities, but it also allows us to create high level media opportunities for our professors in publications such as the Washington Post, The Hill and HuffPost. Not only are the professors being placed here, but we are obtaining backlinks to our program pages. This directly influences organic traffic that leads to conversions and new students. In collaboration with on-page SEO elements, content marketing, and other link building strategies, digital PR helps bring prospective students to a university and serves as a significant contributor to a diverse link profile for an authoritative website.

Relationship Building

Professors and reporters/editors are the two key relationships that should be built as part of a higher education digital marketing strategy. By building trusting relationships with faculty, you are able to gain an understanding of their research and passions and also create opportunities that are specifically focused on their expertise. Relationships with reporters can also prove to be greatly beneficial. When you have a reporter who trusts you, they are far more likely to respond to your pitch and come to you for a quote from one of your faculty members.

Creative Pitch Writing

Pitching compelling story lines and sources are the crux of any PR strategy. In the higher education digital marketing space, we leverage the faculty expertise to write pitches that relate to current trending topics in the news. There are often four key components to a pitch, and these are the lead, call to action, unique value proposition, and conclusion. You can find more information on how to write these pitches here.

Stay on Top of the News

Having access to and critically understanding the latest news is imperative because you want to stay ahead of the curve. There are various ways to understand what is happening throughout the world, and you should consider each method to be as important as the next. Understanding stories in the newspaper and tying in our professors is the perfect way to begin the pitching process. All of this comes back to understanding your professors and the people working on relevant stories within the media.

Organic Social Media Marketing

Audrey Wills

In 2018, social media is an imperative part to any digital marketing strategy –– especially for higher education. To put the importance of social media marketing into context, take a look at the graph below. When the Pew Research Center began tracking social media usage in 2005, less than 8% of 18-49 year olds in America used at least one social platform. Today, over 75% of 18-49 year olds are active on at least one social media site, meaning social media is the optimal medium for reaching higher education’s target audience.

While the growth in social media usage is a good thing in the world of higher education digital marketing, this increased usage leads to users being inundated with ads and content marketing. So much so that at the beginning of 2018, Facebook changed its algorithm to prioritize content from user’s inner circles. Thus, making it even more difficult to get content in front of your target audience –– organically at least. So what tactics can you use to ensure you continue to reach your audience and boost enrollment? Let’s take a look.

Know Your Platform

As mentioned before, Facebook changed their algorithm in the beginning of 2018 to prioritize content from a user’s family and friends. This means that whenever you post content, whether it is on Facebook, Twitter, or Instagram, you need to post content that best suits that platform.

Facebook’s algorithm favors content that people want to engage with. Think: would I share this with my friends? Content that is made for Twitter should be concise, yet informational. Let your followers know what you’re sharing and why. Do some research and identify the most active hashtags for your industry and use them throughout your tweets to help increase your reach. When creating content for Instagram, think visuals first, and make sure you have an eye-catching graphic that will grab your follower’s attention and get them to stop scrolling.

Keep up-to-date on social media marketing by attending a conference: http://circaedu.com/hemj/13-higher-education-marketing-conferences-in-2018/  

Live Video

One tactic that all social media algorithm’s love is Live Video. Facebook, Instagram, and Twitter enable you to leverage live video to interact with prospective students. My favorite tactic for utilizing live video is hosting live Q&A info sessions to address general program FAQs and provide prospective students the opportunity to ask questions and receive answers in real-time. Hosting a series of Q&A info sessions that address different areas of your program. To give students a better feel for your program, have different team members host each session. Anyone from an alumni, a current student, a faculty member, or even dean are perfect candidates to provide their own perspective and create a connection with the prospective students.

Chatbots At Your Service

Social media has changed the way we all communicate, and chatbots are taking our new forms of communication one step further. Chatbots provide a modern way for students to get questions answered instantaneously. Implementing chatbots into your recruitment strategy can help your admissions team speed up the enrollment process by weeding out unqualified candidates, answering questions in seconds, not hours, and even following up with potential students to ensure they finish their applications before the enrollment deadline.

Circa Interactive is the premier digital marketing agency in higher education. Since opening in 2011, Circa Interactive has helped more than 60 degree programs increase lead flow, build brand awareness,and generate more students. To find out how our services could help your institution, please email clayton@circaedu.com. 

 

Generation Z: 5 Tips for Engaging The Next Generation of Consumers

Just when brands feel that they’ve finally mastered the art of advertising to Millennials, up comes the next generation of consumers: Generation Z.

Although sharing some similarities to the elder Millennials, Generation Z is far more savvy to brand intentions, meaning digital marketers will find themselves embarrassed if they try to implement Millennial advertising strategies for this younger generation.

So what is it that makes Generation Z different? And how can digital marketers successfully engage with this next wave of consumers?

Introducing Generation Z

The first thing to understand about Generation Z is that they’ve grown up with the internet. With the oldest of this generation being born in the mid-to-late 1990s, Generation Z have spent their lives heavily relying on smartphones and social media to not only connect with their peers, but also brands, businesses and organizations.

Understanding this generation’s heavy reliance on social media is crucial for marketing, as a few wrong moves on social media can prove detrimental to brands and businesses.

How detrimental? Consider that Kylie Jenner, one of the most popular and powerful Gen Z celebrities, cut $1.3 billion from Snapchat’s stock all from a simple tweet.


What this shows is that with this upcoming generation, brands don’t even necessarily need to make mistakes on social media; all it takes is negative publicity to sway the public opinion of Generation Z.

How Much Should You Care About Generation Z?

Being the next group of consumers, brands, businesses and marketers are clearly interested in advertising to this young generation, yet Generation Z should be more of a priority than it already is.

Why?

For one, individuals that classify as Generation Z already make up a quarter of America’s population. This number is growing, with projections stating that Generation Z will make up 40% of all consumers by 2020. Any target audience that makes up almost half of all consumers is definitely worth taking into further consideration.

Secondly, advertisers have yet to establish a solid understanding of this progressive generation. Lazily, some assume that they are a lot like millennials, except even more addicted to screens and phones.

While this might be true in some cases, the reality is far more professional and sophisticated: Gen Z aren’t screen-prisoners, they are screen-operators. Society at large functions within the digital realm, and Gen Z leverage their skills and networks to become full-time managers of their personal and professional brands.

This generation deeply understands digital branding – they leverage it for their personal benefit all the time – and are exceptional at seeing through poor or even tacky advertising, so businesses looking to connect with Generation Z will need to put forth equal effort in understanding who they are and what they are interested in.

Tips for Engaging Generation Z

If you’re looking to engage with the next wave of consumers, here are 5 tips for engaging Generation Z:

1.Use Easily Consumable Content

If you really want to connect with Generation Z, creating easily consumable content is essential.

Studies have shown that Gen Z have an 8 second attention span – compared to the 12 second attention span of Millennials – meaning that brands need to make sure that their message can be consumed fast.

Videos and GIFs have proven to be very effective in making a quick point. Clever messaging is successful as well. KFC’s recent public apology for running out of chicken is a great example:KFCSource: http://money.cnn.com/2018/02/23/news/kfc-apology-ad-shortage

In a situation that could have resulted in major brand damage, KFC were able to save face and generate acclaim from Generation Z and worldwide media outlets thanks to its quick, eye-catching message

2.Provide Value

Advertisers shouldn’t assume that they can trick Generation Z. Being brand ambassadress themselves, this group is smart and tech savvy. They can quickly identify when they’re being advertised to, so don’t try to fool them or waste their time.

If you’re looking to engage with this generation, make sure that your advertisement provides some kind of value, such as offering free items or discounts for taking surveys.

Brands that are able to create a mutually beneficial situation will prove most successful with Generation Z.

3. Pass The Eye Test

As mentioned, Generation Z have short attention spans, so before even considering your message Gen Z will judge your advertisement based on its appearance. If your advertisement doesn’t pass the eye test, expect this generation to swipe right past.

What can you do to help make your messages pass the eye test? Much of it depends on the message you’re trying to send.

That said, don’t be afraid to take chances and create edgy content (see KFC advertisement above) or advertisements that feature a bit of bright color here or there.

If you’re worried and unsure, it maybe a good idea to get some direct feedback from Generation Z. Asking for feedback right from your target audience can help sharpen your content creation skills.

4. How Can You Help Them?

For far too long, advertisers have viewed consumers from the selfish perspective of “How can we get our audience to purchase and need our products or services?”

While taking this approach may have worked in the past, Generation Z is too sharp. Any brand that attempts this approach can expect to be embarrassed and humiliated across multiple social networks.

You don’t want that kind of shame.

Great news: there are alternative perspectives.

If you’re really looking to build trust with Generation Z, you’re entire message should be developed with the approach of “How can we help them?”

Again, Generation Z are savvy. Don’t go through the motions with this. They’ll see right through it.

Instead, take a moment to seriously consider your product, service and message to better understand how your company and its resources can help make your consumers’ lives better.

Thinking with this perspective might be difficult for traditional marketers, but it’ll have a significant impact in the long-term.

5. Expand Your Efforts

On average, Generation Z tend to operate 5 screens at a time. For marketers, this means that your brand and message have to be at multiple places at once.

Brands with big budgets will be able to dominate more traditional advertising mediums, yet that shouldn’t discourage small brands from expanding their efforts to the best of their ability.

Generation Z are all about grassroots resources. Many brands have found success with a very limited budget simply by expanding and enhancing their social efforts.

In fact, sometime  traditional advertising can do more harm than good due to the appearance of trying too hard.

At the end of the day, the more that this generation comes positively interpret your brand and message, the more trustworthy that you’ll seem. And there is no better way to appear trustworthy than to authentically approach Generation Z on their terms from the beginning. So don’t wait until Generation Z grow a bit older. Start making adjustments to your marketing strategies today so your brand and message can better engage with Generation Z and hopefully establish a long-term mutually beneficial relationship.

Interested in learning more insights that could help with effectively engaging the next wave of college students? Check out these articles to get started:

 

Tyler is a retired division two college basketball player and a recent graduate from the University of Iowa. His creativity, as well as passion for entrepreneurship and the expansion of technology and communication, helps Circa to continue to stay on the cusp of new technologies and trends influencing future generations of students.

 

 

5 Ways to Keep Your Readers Engaged

The average reader will view your article for 15 seconds or less. You may have drawn them in with your headline, but are they going past the first few lines? Are they leaving your site truly understanding the point of the piece? If not, then why? Even if you are drawing the attention of those who are likely to be more engaged than the ‘average reader’, there are still tips you can follow to ensure that readers are absorbing and engaging with your content. 

Ask Tough Questions

Notice here how I have already questioned you and your articles. Questions encourage curiosity and allow for people to think of an answer to what is being posed. Questions also connect with a reader’s brain and leave them wanting an answer to your question (which is now their question). Ultimately, the reader should leave your site feeling a sense of value from the questions you have posed. Therefore, in order to ask the questions that are going to allow for optimum engagement and readership, understanding your audience is pivotal. 

Have an Opinion

An article that people want to engage with is often one that makes a claim and sticks to it throughout the piece. This should get people thinking about where their thoughts are on a particular issue. This can often lead to positive debate within a certain topic area or industry. That being said, think about your readers here and consider balance on some topics. You do not want to force people away from your site by being overly controversial, but it is not always necessary to sit on the fence. Industry leaders are often the ones with strong opinions, and a great way to showcase this leadership is by getting involved in the comments section on your site or engaging with readers on Twitter.

Ensure the Article is Digestible

This comes in two forms; tone and visuals. With tone, you again need to ensure you understand your audience. Are technical, high-level terms going to be understood? Or are they going to lead to your readers becoming confused? If so, they are likely to zone out and ultimately look for their information elsewhere. Be sure not to become too casual though. If you are posing answers to questions that your readers already know the answers to, then really what value are they getting from the article? As for visuals, you do not want to overwhelm readers with big block paragraphs. Breaking the article down into sections can make the whole piece feel more digestible and less of a task. Utilizing subheadings can also allow readers to skim through the article and get to the section they are looking for.

Use Statistics

Statistics allow writers to support their arguments with convincing evidence. They also enable writers to draw conclusions and argue specific sides of issues without sounding speculative or vague. Stats also engage the readers and get them thinking about the significance of the issues that you are presenting to them. Keep in mind though that the statistics need to be relevant to the the story. Adding them for the sake of it will likely confuse the reader and defeat the purpose; which is to tie everything together.

Tell a Story

People connect with stories. From a young age we are exposed to storytelling and we enjoy it when things come full circle. Tying points back to the questions you asked originally is a great way to do this throughout the article and should be fully utilized in the conclusion. The reality is, when stories are told, readers engage, so if there is the opportunity to emotionally engage with an audience, then seize this opportunity. All the points mentioned in this article can ensure that you are telling your story and that your readers are hanging around for more than just 15 seconds.

George has been part of theGeorge Circa team for three years. He graduated from Plymouth University, England, with a master’s in marketing management and strategy degree. George is a PR and digital marketing specialist who is passionate about creating high level opportunities for professors within national publications. 

How to Get Published Online: Guest Articles

Having a guest article published on an industry-specific or national news site can be a great way to build on your thought leadership and promote your brand. However, it’s not always an easy feat, as editors receive hundreds of submissions every day from others clamoring for the same opportunity. It’s easy to understand, then, why publications must be stringent in their submission and review process–they must ensure that only the most high-quality and valuable content makes it through. For this reason, it’s critical to have a well-executed strategy in place before you begin writing or submitting an article for consideration. So what can you do to successfully get published online? Having had dozens of articles published on behalf of clients and my team, I’ve listed some top tips that you should consider when trying to obtain a guest article placement.

Leverage a Relevant Time or News Peg

An article is much more powerful and engaging if there is a relevant news peg tied to it. This means leveraging a trend or story currently taking place in the news (whether it be mainstream or industry-specific) and tying it into the focus of your article. An editor will be much more likely to publish your story if it ties into a larger theme and conversation that is of interest to their target audience. For example, if you are a marketing and branding expert with a focus on social media, it would be wise to use the latest Facebook algorithm change to discuss how this shift in users’ newsfeed could impact brands and organic reach. Time pegs are another very effective way to add relevancy and a sense of urgency to your story. For example, MLK Day or Engineers Week are both examples of time pegs that could be leveraged for an article.  

Provide a Unique Angle

While it’s incredibly important to tie your article into a larger narrative or trending story happening in the news, you must also be sure to provide a unique angle to that story. You never want to simply regurgitate what has already been said. One method to help ensure that you’re not writing something that has already been covered is to do a quick search of related topics on a publication’s site to determine whether they’ve already written about the story you’re pitching/writing. This will help you to fine-tune your idea and shift the angle if needed.

Understand the Publication’s Audience

It might seem obvious, but even the most well-written, interesting article will go ignored if the topic and angle doesn’t appeal to a publication’s audience. It’s important to understand what an audience (and editor) will be drawn to. For example, if you write a guide on the best educational teaching tools out there, but the audience of the publication is primarily students, it won’t be of any use or interest to them, despite the fact that they both pertain to the same industry. You must tailor your content and angle to something that the audience will find beneficial and worthwhile in order to be seriously considered.

Make Sure to Follow any Submission Guidelines

Few things will disqualify you more quickly in the eyes of an editor than completely disregarding clear directions for writing and submitting an article for consideration. This can turn you and your article into more of a nuisance than anything else and cause an editor to overlook the hard work you’ve put into the actual content. With this in mind, take note of their submission requirements and follow them as closely as possible.

Also, unless they explicitly say otherwise, it’s usually a good idea to send the editor a short pitch outlining your article idea before you begin writing it. If it’s not in line with what they’re looking for, this tactic will allow you to either pivot your angle or focus your time and effort on other publications instead.

Have Sources to Back Up Your Claims

Although contributed articles tend to be opinion pieces, it’s still important to include credible sources that help to support and back up your claims and position. Adding in these sources will only strengthen your stance and illustrate that you’ve put in the time and effort to provide a piece of content that has merit and which goes beyond your own personal ramblings. Citing stats or studies but failing to hyperlink to the sources can also prolong the publication process, so it’s important to properly reference and link to any sources used from the get-go. Keep in mind that news sites (almost always) prefer hyperlinks to sources over more traditional APA citations and footnotes.

To learn more about our digital PR services, read here: Digital PR.

Caroline-Black-and-White-tan-3-4Caroline brings a wealth of knowledge in communications, marketing, and account management to the Circa Interactive team, and she has worked with partners such as HP, Cisco, and Adobe. Graduating with honors in Business Administration and Marketing from the University of Oregon in 2011, Caroline now plays a key role in Circa Interactive’s digital PR strategy by building long term relationships with internationally recognized media outlets on behalf of our clients.

How to Use Digital PR to Influence Organic Rankings

Public relations has always played an integral role in helping businesses and nonprofits to achieve their goals. But in today’s search-engine-reliant world, digital PR know-how has the potential to explode organizations’ visibility before the eyes of prospective customers. Unfortunately, too few PR pros understand how backlinking and search-engine optimization (SEO) work, and their importance in achieving their clients’ aims. By way of providing an introduction to this complex and rapidly evolving aspect of PR, I’m going to offer some insight into how we’ve helped enhance the visibility (and improved the bottom lines) of our clients.

Why Should PR Experts also be SEO Experts?

At Circa, our clients are institutions of higher learning, and much of our work involves elevating our clients’ professors and teachers as thought leaders. We do this, in part, by using traditional PR skills and tools to reach out to publications to arrange interviews with these professors and publish their content. Not only does this achieve the goal of increasing brand awareness, but it also accomplishes an increasingly critical goal for any successful business in the digital age: improved search engine visibility and rankings.

Our clients share a straightforward goal: to enroll more students into their university programs. In order to achieve this goal, they need to increase their brand awareness, and increasing awareness requires accomplishing two very specific tasks: showcasing the university’s value and also boosting its digital presence. By following our specific link-building strategy, we not only establish more credibility among our target audience, but we also rank higher in relevant keyword searches conducted by prospective students. Our strategy is one that could apply to any business that relies on PR to increase its overall brand awareness.

How to Leverage Digital PR to Gain More Digital Visibility

In the digital world, links are critical. Links help to boost a webpage’s rankings and ensure that search engines like Google recognize the page as genuine and credible. In the past, it was possible to buy or acquire links of little relevance from low quality websites in order to achieve a high search-engine ranking. That’s no longer possible. These days, web pages need to feature a select amount of natural keywords and links from other viable and relevant sites from high quality sources. The focus is quality of links. Acquiring these types of links can be challenging, especially since it requires establishing relationships between various content sources. However, this is a task that PR professionals are naturally equipped to tackle.

Using traditional tactics, PR professionals can actually generate significant digital results for their clients. For instance, a PR pro can pitch a reputable publication or website—one that’s relevant to the client’s specific interests—with the hopes of landing interviews or media placements. Once the PR professional is able to successfully land an interview or place a client-written byline in a publication, then it’s up to the PR professional to also achieve the crucial end-goal of acquiring the link to the desired webpage within the media placement.

Obtaining a link back to a desired page can be challenging depending on the publication, but it is certainly possible in many instances. Oftentimes, the best way to gain a link is through commonsense approaches. For example, a PR professional can ask a publication to link back to a specific site as a means of attribution. Additionally, the link shouldn’t be overtly self-serving—it shouldn’t take a viewer to a landing page, for instance, that pushes them to purchase something. Instead, the link should feature valuable, useful and relevant content.

If the client is a college, for example, and a PR professional is able to arrange an interview with one of the college’s professors to appear in a publication, then the link placed on the interview page should take the viewer back to the program’s homepage, giving the viewer a chance to learn more about the institution and potentially sign up for more information. This type of link placement strategy is fairly effective: the client receives a form of attribution and a natural link, but the publication won’t feel that it’s promoting the institution in an obvious or attention-grabbing way. When it comes to placing links, it’s all about common sense: PR professionals should use their networking and communication skills to ensure that their clients are properly attributed within the specific content.

The Data

In our experience, using expert commentary and byline opportunities coupled with keyword-based search campaigns and SEO-optimized webpage content efforts has helped to generate impressive results for our clients. For instance, our expert commentary efforts in publications like the Huffington Post resulted in over 2,000 social shares and 10 backlinks for one client, and the University of Wisconsin saw program inquiries jump by 33 percent because of our use of SEO-optimized content efforts .

In short, PR professionals can use their tried-and-true PR tools to not only boost their clients’ brand, but also influence search engine rankings. As long as PR professionals are willing to remain flexible and adapt to the demands of the digital world, they will be able to leverage their valuable communication skills to generate their desired results.

joeJoseph Lapin M.F.A. is an author, creative director, and journalist, and his writing has been published in the Los Angeles Times, Narratively, Salon, Slate, and more. He is a former adjunct professor at Florida International University, and he has worked on PR campaigns for Ernst & Young, Brentwood Associates, and more.

5 Tips for Effective Client Communication

In the marketing industry, understanding how to deliver desired results for your clients is crucial to a successful business relationship, but a study shows that 46 percent of employees regularly leave meetings not understanding the next steps. Below are a few helpful communication tips that will ensure that both parties always leave a conversation knowing how to proceed, making discussions with clients more productive and effective.

Ask the right questions

In any communication setting, the person asking the questions is the one that steers the direction of the conversation and ultimately has control. The trick here is making sure that you are asking the questions that give you a better understanding of what your clients are feeling and what they want. Questions that prompt yes or no answers will not further a conversation, but rather put the client in a corner where they cannot fully explain what they are feeling. Deploy ‘what’, ‘why’ and ‘how’ questions that require a more elaborate response than a simple ‘yes’ or ‘no’. For example, “how can we improve the illustration?” will get you much further than “do you like the illustration?”, because it requires a more detailed explanation of why the client satisfied or unsatisfied. Knowing how to frame your questions will also help resolve any problems or conflicts between you and your client. You can gain a better understanding of how your client feels about the work and how you can improve and grow in the future. Here are some other great ways to stage questions that will help you get to the root of a problem: https://wavelength.asana.com/develop-effective-communication/

Set the tone from the start

Make sure your style of communication is professional, yet personable. You want to show your client that accomplishing their goals is paramount, while simultaneously establishing an air of trust among both parties. Additionally, don’t be afraid to use informal conversation as a way to build the relationship. Make it known that the relationship is conducive to constructive criticism and feedback and that both parties are free to openly share their thoughts, ideas and opinions. Setting this tone will make collaboration easy and will keep the clients happy.

Be empathetic

 Show your client that you understand their concerns and recognize that they are human. If a client is upset about something, or seems like they are having a bad day and are taking it out on your work, refer to tip number one and start asking questions tailored to their concerns. Make it known that you are here to listen to their concerns and that you want to help them solve problems. You can also use “it seems” phrases to show the client what you’re understanding from their communication. By doing this, you are relaying your understanding of their problem, while also allowing the client to hear the tone that they are emitting. For example, if a client gets upset and says, “I cannot quite work out this illustration” and provides no other feedback, you can say “it seems like you want changes to be made to the illustration. How can we change the design to better suit your goals?”.

Do your homework

Preliminary research is not only useful for current clients, but also potential clients that you may be trying to court. Go into a weekly client meeting with new, potentially useful resources and a knowledge base of what your client has wanted in the past. Following the same idea, step into a potential client presentation with solid knowledge of their business and a strong idea of what their past work looks like. Be as prepared as possible. This shows the client that you truly care about their goals and are ready to help accomplish these. As a higher education marketing company, our public relations team leverages professors within our client’s degree programs in order to land media opportunities. We interview the professors before doing outreach on their behalf in order to get a better understanding of their passions and expertise, but before the interviews, we research the professor and tailor our interview questions to their individual work and interests. This establishes a rapport with them from the start, and they appreciate that we do not waste their time by going into the interview blind. Doing your homework upfront is a time-saver for everyone involved and shows the client that they are important to you.

Don’t be afraid to pick up the phone

In the digital age, much of the communication that occurs in a business setting happens via email or through some other digital medium. While this is convenient and generally effective, studies show that face-to-face communication is much more productive in terms of accomplishing one’s goals. While face-to-face communication with clients is not always possible in a digital company like ours, a phone call is the next best thing. Having a spoken conversation can solve problems and demonstrate a sense of urgency on your part to resolve an issue. Additionally, It is much faster and a more direct way to get to the root of a problem or miscommunication, leaving less room for things to get misinterpreted in the midst of a client crisis. Good old-fashioned speaking often gets the job done better than an instant message ever could.

 

Shannon black and white 2 Shannon has been contributing to the growth of the Circa team for nearly two years and recently graduated from the University of San Diego with a degree in Communication Studies. Shannon’s creativity and passion for public relations and content marketing has contributed to Circa Interactive’s digital marketing value. 

The Beginner’s Guide to Cision

With SEO professionals putting greater emphasis on links, PR has become a critical component in attaining top ranks. Whether you’re using PR for link building or working to leverage your professor as a thought leader in their industry, establishing a relationship with the media is a crucial tactic to any higher education marketing strategy. Often times maintaining this relationship can be the easier step, while reaching out for the initial contact can pose the biggest challenges to marketers. We recommend using Cision to help with media outreach and building relationship with reporters, publications and editors.

What is a Media List?

A media list is a list of the media contacts who would be interested in stories about your client, expert pitch or press release. These media contacts may include reporters, editors, bloggers, producers, freelance writers on both online and offline platforms. Cision enables the user to create media lists that include everything from national publications down to niche specific blogs.

What is Cision?

Cision is one of the leading tools PR and marketing professionals utilize when it comes to media outreach. By generating a catered list of reporters, journalists and editors, Cision allows organizations to directly reach out to professionals within specific research focuses. By keeping in mind a couple best practices and tips, marketing and PR professionals can improve both their response rates and general outreach skills.

Analyzing your Pitch

To start off, breaking down and analyzing your content is key to creating a good, targeted media list. Not only does the pitch have to provide newsworthy information, but the audience needs to be taken into consideration as well. The best approach to creating a pitch begins with the lead. The best pitches are able to present a current story and seamlessly tie in their product or expert. By creating a clear connection for your readers, you give your readers a reason to be interested with your pitch. As you create your pitch, you must be cognizant to stay within the time restraints of your story, especially when working around new, trending topics.

Research is Key

Once your pitch has been crafted, the next step is to research potential media outlets for those that best fit the client and pitch. By researching pertinent publications within the industry, marketing professionals can better understand the media and later determine how relevant their pitch is for that specific outlet. This is crucial when creating an effectively targeted list; if the list of contacts becomes too robust or unfocused, then the pitch can lose its relevance and newsworthiness, leading to a low response rate. Understanding the media cycle here is also an important component. You need to understand what your audience is currently writing about, and if the reporters are genuinely going to be interested in what you are sending them. The last thing you want is for them to unsubscribe. Thankfully, Cision offers a number of filters that will enable you to put your prior research to good use when it comes to building the list.

And Now The Distribution

To create a media list in Cision, you first begin with a search. The search tool allows users to filter through various subject matters, publication type, editors, bloggers and reporters at different outlets across the globe, all based off the criteria that you specifically want to search for. There are a wide range of filters here and it is certainly worth working out the filters that work best for you.

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You can also use these filters during your list creation to help narrow down your search. This will allow you to become even more focused, and we find this to be particularly helpful when your original search brings back a high number of results, like below.

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Your final list should look something like the one below. As you can see, on the left hand you can access all of the lists you have created easily. One thing that may also help is adding contacts from your existing lists to new lists (only when relevant).

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Following the creation of the media list and the finalization of the pitch, the distribution is ready to be sent out. Cision also allows users to schedule their outreaches, giving them the chance to reach their audiences during peak, optimal times.

Outreach can be a much more effective, efficient and less daunting process with tools like Cision. Cision isn’t cheap, but the investment is well worth it for SEOs and PR professionals looking to take their efforts to the next level.

Analyzing Your Results

The latest edition of Cision also provides analytics of each distribution that you send out. Simply go into ‘My Activities’ and click on the outreach that you would like to analyze. Here you can see the overall open rate as well as the specific individuals who opened your email and clicked on any links you included. This feature can be greatly beneficial when looking at who you may want to follow up with and who you should send future pitches to.

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In addition, when these distributions begin turning into media placements, Cision will monitor your results and inform you when an article or Press Release goes live. Other information provided also includes: Unique Viewers Per Month and Publicity Value.

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Earning media placements today in a very congested marketplace can be a difficult and an often thankless task. However, if you combine your pitching and list building efforts successfully, then there is every chance you will obtain the PR you are looking for. Cision 100% helps with our day to day tasks and has played a significant role in enabling us to get our clients the media coverage they are looking for.

If you have any questions on our pitch writing or Cision list building, then feel free to reach out.

George has recentGeorgely joined the Circa team in California following the completion of his master’s in marketing management and strategy degree, where he graduated with distinction from Plymouth University in England. George is a PR and digital marketing specialist who is passionate about creating high level opportunities for professors within national publications. 

5 Higher Education Marketing Strategies

Every day universities and colleges are coming up with exciting, innovative courses for the millions of motivated students all over the world. The higher education space is being redefined by innovation in design, delivery and employability for many diplomas and degrees. Education experts have the resources they need to craft, test and rollout cutting edge online degree programs.

However, without adequate marketing, student enrollment numbers often struggle to meet and exceed expectations.

That’s why higher education institutions are bringing on board creative communication and marketing professionals to keep their institutions and programs visible and desirable. Unique higher education marketing strategies help raise awareness of courses and programs while bringing in new students and resources needed to sustain online programs.

Institutions are moving beyond the traditional brochures, magazines and billboards and are instead pushing resources towards appealing to the constantly evolving digital marketing landscape. There, they can have wider reach and greater potential in rapidly increasing their program’s visibility. Below are five key areas that savvy higher education institutions have explored to creatively market their programs and reach a wider array of prospective students and other higher education actors.

1. Instagram Marketing for Higher Education

Sample instagram adAny serious marketer will not ignore a worldwide, 700 million plus user base that has gained a lot of popularity with younger users in particular. With massive reach and increased interaction, Instagram offers higher education institutions a chance to showcase their best programs, campuses and profile their notable alumni.

When it comes to sharing photos of new events such as recruitment drives, faculty-student interaction, innovative programs and community activities, Instagram has become the top app. Schools have a chance to showcase their brands, engage students and reach out to prospective international students using features such as Instagram Stories.

The allure of Instagram is mainly driven by the simplicity of use, as long as higher education institutions can post great, well-curated photos for various updates and events. With the increased photography features of so many phones, institutions can even get photos from students in their own day-to-day activities and interactions and share on their Instagram handles with quite satisfying results. Great campus photos during different events and seasons can keep an institution visually present among the great number of prospective students who are always on the prowl for their next diploma or degree.


 

2. Video and Animation in Higher Education Marketing

ezgif.com-gif-maker (1)Video is a proven way to popularize courses, programs, campuses and advertisements for higher education institutions. It’s known to have a greater impact than text, and there are many channels available today for institutions to share their videos. These include You Tube, Twitter, Facebook, Snapchat and Instagram.

Strategically crafted videos and animations can be leveraged to reach target demographics for schools and their degree programs. Creative marketing professionals use powerful visuals, branding and storytelling to create videos that speak to their audiences. Through the social marketing potential of platforms such as Facebook and Instagram, video and animation advertisements can be a highly successful component to any marketing strategy. The best part? These creatives can be backed by ROI metrics through careful monitoring and reporting.


 

3. Leveraging Faculty for
Digital PR

A university’s faculty expertise is a critical component of a successful higher education marketing strategy. Faculty are researchers and thought leaders in their industries, and can greatly increase the effectiveness of campaign execution in many ways. By leveraging a professional Digital PR team with a keen understanding of the media landscape and PR pitching, faculty members and their research can be carefully pitched to target digital publications in order to share and boost professors’ personal brands as well as increase program and university brand awareness.

When leveraged correctly, Digital PR proves beneficial in other ways such as: building program visibility in search engines, creating program website traffic, and increasing student enrollment. Potential publications and websites for Digital PR opportunities are vast. These are only a few of the places that Circa Interactive has landed features and bylines for our clients:

Digital PR examples

 


 

4. Infographics and Visual Resources 

Infographics are powerful visual representations of data that are used in a variety of ways across industries. In higher education, they are a useful tool in providing career and industry statistics to help admissions teams, such as this graphic created by Villanova’s Analytics program. As seen below, this method of providing job growth and salary statistics is much more consumable and visually pleasing to the online reader than a list of bulleted points or a dense paragraph.

infographic example

Savvy internet marketers in the field of higher education also use infographics to build high quality industry backlinks and traffic to a program’s website. By leveraging professor research and reputable industry sources, fascinating visual resources can be designed, such as this compelling infographic from Ohio University that tells the story of how football concussions have paved the way for innovation in the forms of concussion diagnosis and prevention.

higher ed infographic example


 

5. Virtual Reality and Virtual Tours 

Virtual reality opportunities within higher education are increasing more than ever. A team of professors from Central Missouri State University, University of Missouri, University of Illinois at Chicago and University of Arizona have created a virtual collaborative learning network with a goal of researching and studying the intricacies of the Harlem Renaissance. The possibilities of virtual reality are endless with the classroom as EdTech and digital advantages continue to grow.

This crossroads of virtual reality and higher education applies directly to marketing strategies. Not only can universities gain interest through their in-class virtual technologies, but virtual reality is increasingly being used in the admissions process. A large number of institutions have fully implemented virtual tours that allow prospective students and their parents to explore campuses from afar. Companies such as Campus Tours offer panoramic virtual reality tours inside buildings and around campuses.

For example, USC offers an exclusive 360-degree game day campus tour:


 

Great ideas, but how do I execute these higher education marketing strategies? 

Reach out to an experienced, proven digital marketing company that focuses strictly on higher education marketing. Our team is happy to help and walk you through our services to find effective solutions to your unique marketing needs.
Contact us here

HEMJ learn more button2

FreddieFrederic has five years’ experience in higher education content marketing and search engine optimization. Working with Circa Interactive, he has gained valuable experience in paid search, analytics, SEO strategy, and client management. Frederic excels in process optimization, strategic content marketing, and implementation of daily dad jokes. 

Follow him on twitter @FredHigherEd

 

 

 

Blogger Outreach Emails: Persuasive Writing Techniques

As we all know, how something is phrased is often more important than what is actually being said. If you leverage blogger outreach emails as part of link building tactics, chances are you’ve repeatedly tested phrasing to uncover the best subject lines and attention getting pitches. Words jump out at us for various reasons and play on our most primitive instincts and hard-wired responses revolving around emotion. With a better understanding of the power specific words have on human psychology, marketers can use persuasive writing techniques to create new opportunities while having fun testing out key words and phrases in our outreaches.

In this article I will present a few techniques for making your email marketing copy more persuasive and interesting to read.

Using 4 Effective Words

With only a short amount of time and text to capture the attention of a busy reader skimming through emails, it is important to carefully select the words used in a pitch and subject line. Even the most simple words can have a profound effect on our interest in a topic. Below are 4 basic words impacting psychology that you should include in your outreach.

You

Humans are rather narcissistic by nature, so it is easy to understand the importance of this word. We love to read topics that are centered around ourselves or addressed to us specifically. As opposed to making a message seem vague or generic by writing in third person, the use of “you” helps draw the reader in and make it more about them.

Because

Studies have shown that using the word “because” in email correspondence is over 31% more effective when seeking compliance, compared to leaving the word out. “Because” provides a sense of reason and ethos. You are not only telling a person about what it is you are trying to convey, but also why it is important while providing a reason to believe you. In the case of link building, it provides a more persuasive request and adds to the credibility of the pitch.

New & Free

These two words are addressed together because they both speak to the concept of loss aversion. In email outreach we may not necessarily be selling something, so leveraging this word targets the drive in people to acquire something new and for little to no cost. Using words like “new and free” are important because, for lack of better words, it creates a sense of fear of missing out (FOMO) and pushes people to take advantage of what you are requesting, i.e. sharing you link.

The Use of Sensory Words

Research shows that words related to texture activated areas of the brain were more likely to be impactful, even if their use was not related to any actual physical sensation. With our inboxes full of messages to filter through, we are likely to only respond to the ones that strike us as important or appear more memorable.
Using language that taps into any of the 5 senses: taste, touch, sight, sound or smell is likely to help the description of your message seem more tangible and realistic. Sensory words used in email pitches creates a more impressionable experience for the reader.

Storytelling and Striking an Emotional Chord

Incorporating short stories in your email pitch helps make your message more interesting and emotionally accessible, but more importantly, it makes the reader feel as though they can relate to the situation. This helps foster a sense of connection between the reader and the sender while breaking down barriers we create from being bombarded by pointless emails on a regular basis. Since there isn’t a great deal of time to impress the reader, you don’t want to lose their attention, so keep it short and sweet. Incorporate this storytelling method in an area that seems credible, perhaps like a statistic.

Let’s take a look at this example from a pitch aimed to create awareness about the rising cost of high school athletics:

“High school sports participation is at an all time high, but so is the cost, with some parents paying over $650 per child to participate in interscholastic athletics. High school sports offer a variety of long term benefits for kids, from scholastic performance to successful workplace skills later in life. With many families unable to afford the rising costs of athletics, our youth are at risk for a variety of negative impacts.”

While this aims to strike an emotional chord with parents, coaches and teachers, it also works for readers as a whole. No one wants to see youth negatively affected and it make even the average reader feel a sense of emotion and urgency to help by painting a picture of what is at risk for youth.

Our tendency as educated humans is to interact with one another using our “new brains” or more sophisticated language, however, it is in our “old brains” where the majority of our decisions are made. This part of the brain can be triggered using some of the most basic, yet powerful words and phrases for a more persuasive outreach.

16Keilah is a graduate of the University of Idaho. Working as an intern with Circa Interactive, she has gained experience in SEO and higher education content marketing while cultivating her creative skills. Keilah strives to become a future influencer in the digital marketing world.

How to Write a Media Pitch (with Examples)

Pitching compelling story lines and sources are the crux of any PR strategy. In the higher education digital marketing space, we leverage the expertise of professors from the programs that we partner with to help increase the school’s visibility, student enrollment, thought leadership, and brand awareness. For us, this is primarily an SEO and link-building tactic to help boost program search engine rankings and visibility. Professors make excellent sources for stories through their unmatched level of expertise and experience in their respective fields, but without the correct messaging and communication strategy, this may never come across effectively to the media when pitching them. Regardless of the industry that you’re in or represent, knowing how to effectively craft a pitch for the media is the most critical step to success in PR and content marketing. Here are some tangible tips and examples that will help you become a PR pitching pro in no time and write a persuasive media pitch.

In this article, I will go over best practices for media pitching in addition to reviewing the most common types of media pitches, with examples below. These include:

  • Initial (cold) media pitch
  • Pitch with an established contact (warm)
  • Personalized pitch
  • Follow-up pitch

How to Structure a PR Pitch

Before we dive into best practices, tips, and examples of PR pitching, I want to go over some of the basics of how to structure a media pitch. Creating a set standard for yourself and your team will not only streamline the process and allow you to be as efficient as possible, but it will also makes training and consistency amongst your team much more feasible. Below I have included the basic outline/structure of a PR pitch. For a more in-depth look, please see my article on how to structure and standardize PR pitching across your team.

  • First, start with the lead. There are two main types of leads that are the most effective when it comes to media pitching. The first is a news peg and the second is a time peg. To learn more about the differences between these two types of leads, read this article.
  • The second part is your call-to-action. This is the action you want your audience to take. Whether it is writing a product review, publishing a piece of content, or conducting an interview, it’s important to make your intention here as clear as possible.
  • Next comes your value proposition. This is a key piece of the puzzle as it will be the meat of the pitch; this is where you can showcase the value of what you are offering and why they should be interested in it. It is essential in differentiating yourself from the hundreds of other pitches they receive.
  • The last piece of the puzzle is your conclusion. This is pretty straightforward and is where you should recap your call-to-action and thank them for their time and consideration.

Create an Effective Subject Line

Subject lines are the first and sometimes only thing that a media contact will see–often times determining whether they will even bother to open your email or not. Ensuring that your subject line is clear, concise, and enticing are some of the most important elements. While many would assume that shorter subject lines work best, especially considering the character restrictions of mobile devices, a report from Marketing Sherpa actually found that subject lines with 61 to 70 characters had the highest open rate. This proves that you shouldn’t spend too much time trying to cut down your subject line, as it can actually be beneficial to have a longer one. While creating a subject line that entices the media to want to open your email should always be the goal, make sure that you don’t use “click-bait” phrasing as a tactic to draw the recipient in as this may leave a bad taste in their mouth and hurt the chances of them opening your future pitches. The last thing you want to do is mislead them or appear spammy.

media pitch subject line

Pitch Using Timely News Pegs or Research

Don’t do yourself the disservice of not using relevant news pegs or research as your hook for your pitch. It’s no secret that the media lives off of news pegs, trending topics, and new research to tell their stories. To increase the chances of someone showing interest in your pitch, it’s important to make their job as easy as possible; it’s a good idea to help to spell out the story for them so that your source or story fits in seamlessly with trending news topics and their target audience’s interests. Reporters and editors receive hundreds of pitches every day, so providing them with a story that their readers will be interested in and offering sources to help supplement that story will make them more compelled to move forward with the conversation. Along these same lines, always try to include hyperlinks to any research or statistics that you reference in your pitch. You don’t want them to shy away from expressing interest or continuing the conversation simply because they don’t have time to do the legwork to track down the sources themselves. When pitching a source for a story, I recommend abiding by this same rule of thumb and hyperlink to their bio page to provide more context and information on their specialities and background in case they’re interested.

Know the Reporter’s Beat

You can have the best pitch in the world, but if it doesn’t align with the reporter’s beat (the types of stories they cover), then it will provide no use or value to them. In fact, it will only blatantly show that you are sending out mass email distributions and aren’t doing the appropriate research and legwork before pitching them. While it’s not always realistic or feasible, personalize pitches whenever possible and mention any related articles that they recently wrote.

Keep it Concise & Know your Story

As I mentioned earlier, media contacts receive hundreds of pitches a day. If you’re lucky enough to get yours opened, the worst thing that someone with very little time can be confronted with is an unnecessarily long pitch. Find out how to say everything that you need to say in a paragraph or less (with rare exceptions). The more specific and focused you can be, the better. It’s also crucial to understand and communicate the story you’re trying to tell and how it aligns with the larger media trends yet provides a unique angle to the storyline. Here’s how our typical pitch is structured:

Following up is Key to Media Pitching

Following up on initial email pitches is one of the most important pieces to the puzzle. This is where most of your interest and responses will come from, so ensuring that you schedule reminders to do so is vital. It’s good to wait around one week until you send follow-ups out; this will ensure that the media contact has sufficient time to get through their emails and respond if they are planning to. If the story is incredibly time-sensitive, it’s ok to follow-up a bit sooner. Similarly, if it is not a time-sensitive story at all, then waiting a little longer than a week is also fine. Include your original pitch at the bottom of your follow-up email to help jog the recipient’s memory and provide more context for them. To see more about how to follow up on a pitch, see my example below.

Media Pitch Examples:

Initial (cold) pitch:

Hi [NAME]

A recent report pointed to the frightening reality that hackers using ransomware on medical devices could pose the biggest–and most dangerous–cyber security threat in 2016, with insulin pumps and pacemakers being some of the devices most vulnerable to these risks. For this reason, I wanted to see if you were interested in speaking with [NAME], a leading encryption and cybersecurity expert, DARPA contractor, and professor in NJIT’s Computer Science program. He has been conducting research on security and homomorphic encryption of embedded medical devices and can discuss the severity of this looming threat and the ways that we can leverage new protection techniques against this potentially fatal new cybercrime tactic.

Please let me know if you’re interested. Thanks for your time and consideration.

Pitch for established contact/relationship:

I hope all is well. Thanks again for featuring [NAME] in your article on ICD-10. I wanted to reach out about a new story and source that I thought you might be interested in:

Scientists are reporting a sharp rise in colon and rectal cancers in adults as young as their 20s and 30s, according to a new study by the American Cancer Society. For this reason, I wanted to see if you were interested in speaking with [NAME], a professor of Chemical and Biomolecular Engineering at Ohio University and an expert in colon cancer, who is currently applying principles like fluid dynamics to look at how cancer cells move through the body and how metastasis can be countered. Dr. [NAME] is also researching the potential of liquid biopsies for less invasive cancer screenings and their ability to impact personalized medicine. While increased rates of screenings like colonoscopies among older adults have been considered the reason that colorectal cancer rates have declined overall, they have usually been deemed unnecessary and invasive for younger populations. However, with this new upward trend among young adults, research that Dr. [NAME] is conducting in this field could be the key to reversing these ominous trends.

Please let me know if you’re interested in speaking with [NAME] about the important work she is doing in this area and how it could impact cancer trends. Thanks for your time and consideration.

Personalized pitch

I really enjoyed reading your article, “CBO’s estimates of the revised Senate health bill” and wanted to see if you would be interested in speaking with [NAME] about the impact that this would have on our doctor shortage crisis. When we reduce insurance coverage, we make it harder for patients to address their preventative needs, and therefore create a more sick population with an increased need for doctors who can treat subsequent ailments. [NAME] is the program director and professor of healthcare systems engineering at the University of Central Florida and is actively looking at the most pressing long-term issues facing our healthcare system, such as the doctor shortage crisis, and how we can take steps to address and alleviate such crises. Extended life spans and treatable diseases are straining our already burdened system, and studies show it’s only going to get worse. [NAME] can discuss the complexities of solving this issue and how repealing the ACA will have a direct impact on the doctor shortage crisis.

Please let me know if you’re interested and I would be happy to set something up. Thanks for your time.

Follow-up Pitch

Subject: Re: Just Following Up: Medical Device Ransom is Biggest Cyber Threat of 2016

Hi [NAME],

I just wanted to follow up and see if you were interested in speaking with [NAME] about the dangerous and inevitable threat of medical ransomware.

Thanks for your time. Any feedback is appreciated.

Caroline Khalili
Circa Interactive
circaedu.com

On Mon, Dec 21, 2015 at 6:38 PM, Caroline Khalili caroline@circaedu.com> wrote:

Hi [NAME],

A recent report pointed to the frightening reality that hackers using ransomware on medical devices could pose the biggest–and most dangerous–cyber security threat in 2016, with insulin pumps and pacemakers being some of the devices most vulnerable to these risks. For this reason, I wanted to see if you were interested in speaking with [NAME], a leading encryption and cybersecurity expert, DARPA contractor, and a professor in NJIT’s Computer Science program. He has been conducting research on security and homomorphic encryption of embedded medical devices and can discuss the severity of this looming threat and the ways that we can leverage new protection techniques against this potentially fatal new cybercrime tactic.

Please let me know if you’re interested. Thanks for your time and consideration.

 

To learn more about our digital PR services, read here: Digital PR.

Caroline-Black-and-White-tan-3-4Caroline brings a wealth of knowledge in communications, marketing, and account management to the Circa Interactive team, and she has worked with partners such as HP, Cisco, and Adobe. Graduating with honors in Business Administration and Marketing from the University of Oregon in 2011, Caroline now plays a key role in Circa Interactive’s digital PR strategy by building long term relationships with internationally recognized media outlets on behalf of our clients.