A Clear View: The Clearpoint Agency Blog

Clearpoint Agency Earns Three More Awards

Posted on October 27, 2015

Public relations, social media and digital marketing agency has been recognized by PRSA, Health Care Communicators of San Diego County, and PR Daily over its 13-year history

SAN DIEGO – Oct. 27, 2015 Clearpoint Agency, Inc., a public relations and digital marketing firm, received three awards at last week’s San Diego Public Relations Society of America (PRSA) Edward L. Bernays Awards. The agency continues its winning streak, having received peer-reviewed Bernays awards for every year in which it has entered the competition. To date, the agency has earned a total of 32 industry awards since opening its offices in 2002.

“Bernays Awards are earned by organizations that performed exemplary public relations work during the past year,” said Amber Albrecht, APR, president of PRSA San Diego/Imperial Counties Chapter. “The awards are challenging to win because the judges are not familiar with the nominees and must critique the work completely on its own merits against work completed by PR teams of all sizes and budgets. Year after year, Clearpoint Agency proves its ability to create exemplary communications programs, earning them awards.”

At this year’s Bernays event, the Silver Mark of Excellence award for integrated communications was presented to Clearpoint for the integrated program for AleSmith Brewing Company, an award-winning craft brewery based in San Diego. As the brewery celebrated 20 years and opened a new brewing facility, Clearpoint created messaging, generated public awareness with significant earned national media, assisted with fundraising concepts, created mascot themes, and ensured the entire strategy from media relations to events was integrated and on track. This is the third time Clearpoint has earned the Silver award for integrated communications programs.

The second award Clearpoint earned was a Bronze Mark of Excellence in speech writing for SynteractHCR. The award-winning speech, entitled “Tomorrow’s Treatments Today,” focused on the opportunities and challenges in bringing new drugs and therapies to the patients who need them and was delivered by a President Obama look-alike at the company’s Washington DC reception for clients and media. This is the fifth award Clearpoint has earned for its work with SynteractHCR. Past awards include business-to-business marketing, website writing and rebranding, overall public relations campaign for rebranding, and internal communications.

The third award was a Bronze Mark of Merit for social media campaign strategies for Zodiac Pool Systems, a global leader in pool and spa product manufacturing. Clearpoint took a fresh approach to Zodiac’s social media to present Zodiac as a fun, approachable and knowledgeable brand. Clearpoint created social campaigns including a 12 Days of Christmas campaign based on Zodiac Pool products, and a “Did you Know?” educational series to increase engagement, followers, “likes,” and fans. This is the fifth PRSA award Clearpoint has earned for its work with Zodiac. Clearpoint was previously awarded for research and evaluation, integrated communications, and social media strategy and management for the pool product manufacturer.

“Every year, the PRSA Bernays submission process challenges our team to examine our creativity, strategy and skills as PR professionals in an ever-changing industry,” said Clearpoint Agency President Bonnie Shaw. “To submit your work and have others in your profession say it’s award-worthy is extremely meaningful to our team. We are honored to be recognized by the PRSA year after year.”

The annual Bernays Awards are open to all agencies and organizations in San Diego and Imperial counties and recognize the finest in public relations campaigns, professionals and elements in a range of categories.

See a complete list of Clearpoint’s award-winning projects here: http://clearpointagency.com/index.php/awards/.

About Clearpoint Agency, Inc.
For more than 13 years, Clearpoint Agency has developed award-winning PR, social media and marketing communications programs for B2B and B2C clients in technology, consumer products, financial and professional services, manufacturing and biotech industries. From strategy and content development to media relations and social media, the experts at Clearpoint’s team have the experience to generate buzz for your brand and creatively communicate your message to target audiences.

Website: www.clearpointagency.com                   Twitter: @ClearpointPR                Facebook: ClearpointPRAgency
LinkedIn: Clearpoint Agency       Blog: Clear View

Contact
Julie Willis
760.230.2424
Julie@clearpointagency.com

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Posted in Branding, Marketing, Media Relations, News, Public Relations, Public Speaking, Social Media | Leave a comment

10 Tips to Nail Your Media Interview

Posted on November 22, 2012

In recognition of Clearpoint Agency’s 10 year anniversary, our content will be featuring posts all year long about the number 10. From “10 Social Marketing Tips You May Have Missed” to “10 Reasons to Blog,” we’ll brighten your appreciation for all things 10. Have a tenacious idea? Let us know!

1. Prepare ahead of time: this is the most important step so you can accommodate both the reporter’s and your own goals. Review background on the reporter and previous articles, understand the topic, and know the reporter’s audience. Then identify your objectives, and know the key messages you want to cover. Many times, your PR team can provide this information to you.

2. Be human and approachable: be energetic, smile (even on the phone), and display a confident, yet approachable attitude. And remember to be honest, and by that I mean, provide honest information, but be honestly yourself and don’t be afraid to show your personality.

3. Avoid clichés and overused concepts: in your answers, avoid clichés such as “burning issue” and “tip of the iceberg,” as well as over-used phrases such as “innovative solutions,” and “we have no competition.” Be original and creative. Skip the fluff and get to the truth of what you’re trying to say about your company, products or services.

4. Don’t go off the record: nothing is ever “off the record.” If you don’t want something printed, don’t say it. If a reporter finds something interesting, they will find a way to use it.

5. Be credible and relevant: during the interview, provide information that relates to the reporter’s audience and to your customer’s needs. Use statistics to support your statements when appropriate. In addition, quote an industry guru or third-party report to add credibility to your messages. To make the interview interesting, use simple analogies or comparisons that people will understand easily. For example, “The Internet is like electricity. Customers do not care how it works; they just want to be able to plug into it and use it.”

6. Make friends with brevity: make your points quickly and concisely. At Clearpoint Agency, we always recommend giving the short answer first, then filling in with additional detail if the journalist asks. Remember reporters are interested in the five Ws and one H—who, what, where, when, why and how. So answer accordingly, then go beyond those to address the reader’s question of “What does this mean to me?” Personal and customer experiences can illustrate your main points and help the audience relate to a real world example.

7. Use bridging: bridging is a conversation control method that allows you to move from one subject to another. It incorporates briefly answering a reporter’s question and then following that response with your specific messages that relate.

8. Use flagging: this conversation method is used to highlight your most important messages by calling out and emphasizing their importance. For example, say, “The three most important things to keep in mind are….”

9. Incorporate images: a picture is worth a thousand words. Whether it’s a company photo related to the topic, an appropriate chart or graph, or even a headshot of you, an image will make the content more interesting, so reporters may give you more space or better placement.

10. Rely on your best tool: remember, a good PR agency just might be your best tool to nail media interviews. We know the reporters, the audiences, your key messages, and the best ways to prepare, train and support you.

This post was contributed by Alexia Haynes, Clearpoint Agency Senior Account Executive and Bonnie Shaw, Clearpoint Agency President

Posted in Blog, Marketing, Media Relations, Public Relations, Public Speaking | Leave a comment

10 Tips for Public Speaking Success!

Posted on October 18, 2012

In recognition of Clearpoint Agency’s 10 year anniversary, our content will be featuring posts all year long about the number 10. From “10 Social Marketing Tips You May Have Missed” to “10 Reasons to Blog,” we’ll brighten your appreciation for all things 10. Have a tenacious idea? Let us know!

Researchers tell us that the fear of public speaking is one of the top 10 fears that people express. An entire industry has sprung up to help speakers deal with this anxiety, including US-based organizations such as Toastmasters International or POWERtalk International and the Association of Speakers Clubs in England, as well as many academic training courses in presentation skills that help people reduce the fear to manageable levels.

We think all these resources are great, but some speakers just need to boost their confidence a bit more by ensuring their content is worthy and that they know the basics. We work with many clients to help them develop better presentations. The ten tips below are ones that we have found will help you master the art of public speaking and be interesting to your audience.

1.Is your topic compelling?Is your topic worth the time it takes you to put it together and the time for your audience to sit through? Put it to the test by asking a couple of colleagues to give you honest feedback on whether your topic reaches your goals to entertain, persuade or educate. Does it have impact and timeliness; does it identify or create controversy and put forth a clear position? Be sure to assess the attention value, topic prominence, conflict, uniqueness and worthiness for your audience.

2.Know your audience.Customize your examples so that the analogies really speak to them and make obscure points clearer. In some cases, you may even want to conduct research or do a survey of your anticipated audience so you can be sure you are hitting their hot buttons.

3.Research but don’t plagiarize. It’s always a good idea to make sure you are up to date on the topic you’ve chosen, so check the Internet for information, articles, or news coverage that may have come out about your topic recently. But be careful not to accidentally steal someone else’s ideas. If you are using a particular reference for credibility, be sure to source it.

4.Use specifics to create believability. What is the biggest criticism you hear about political speeches, for example? It’s usually that they are full of platitudes, but too vague and short on substance. Don’t make the mistake the politicians do! Use facts and figures to support your premise, but remember to be selective. If you overwhelm your audience with too many numbers, you will lose them.

5.A picture truly is worth a thousand words. Maybe you are using a PowerPoint®, but don’t make it boring with text bullet point after bullet point – add some art! No Powerpoint? Ok, what other visuals could you use that will make an impression? Photos, interesting art, props, charts and graphs help to make a speech more interesting and memorable.

6.Master the flow. Keep your introduction short and pithy. Give some information that people might not expect. You have only a few minutes to capture their attention so use it wisely; let them know why this topic is relevant to them. Then deliver your information clearly with life and enthusiasm in your voice. And be sure to pause before you make your final point or conclusion. Don’t make them guess that this is the important stuff! Signal it by recapping the key points and then emphasizing the end – with impact!

7.Your body language has impact, too. Stand or sit straight and tall so you can present with authority. Keep your voice well-modulated. Make sure your clothing, makeup and appearance fit the occasion and do not distract from the topic at hand. Gesture naturally, as you would in a group of close friends. Most important of all, make eye contact with your audience. Let everyone in the room know that you are speaking to them.

8.Practice, practice, practice! Many people think that once they have developed the topic and written out their notes, they know it well enough to just deliver it on the fly the day of the engagement. And perhaps you are one of those lucky few who really can do this. But if you’re not, or if this is a new topic that you haven’t delivered before, take the time a couple of days before, to work out the kinks. You’ll be glad you did!

9.Don’t forget to publicize your speaking engagements! Don’t just send a calendar item to the events editor. Research appropriate reporters for the news topic and let them know about the engagement, including a few key points that might interest them in writing a story. Put a news release out over a wire service, too – you would be amazed at the pickup you’ll get, which will help with search engine optimization of your website, too.

10.Don’t play hard to get! After you have completed your delivery, be available to the members of the audience for a few minutes. Some people would rather speak to you in person to get more information or your card than to follow up by phone or email. If you have media interview requests, make yourself available soon for an interview to maximize your exposure.

Best of luck with your next speaking engagement. If you think you need more training, we are here to help you.

To get the recognition you deserve, contact us at Clearpoint Agency, www.clearpointagency.com

This post was contributed by Beth Walsh, Clearpoint Agency Vice President

Posted in Blog, Public Speaking | Leave a comment

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