Windstream Communications
Windstream is a Fortune 500 telecommunications company serving more than 8 million homes and businesses with internet, cable television and landline telephone service across 21 states. As a senior public relations account executive I’m responsible for developing national earned media campaigns and media relations, and authoring consumer and business content as part of a sophisticated inbound marketing effort.
MEDIA CAMPAIGNS
Today’s internet service providers (ISPs) are locked in a pitched battle to build optical fiber network lines capable of “Gig” (gigabit per second) speeds out to every customer — theirs and every other ISP. When fiber internet comes online, it’s important to “tell that story.”
VIDEO ASSETS
Narrative video is increasingly important to clients and sales divisions. Survey data of marketers suggest 9 in 10 believe video, despite production inputs, presents a high ROI, and 85% of businesses use video as a marketing tool because it influences traffic, generates leads and sales, and reaches new audiences.
INBOUND MARKETING
People seek products and services by “researching” them and their own specific needs online. They search “fiber internet,” and then, “what can I do with fiber internet?” Inbound marketing courts these consumers (and businesses) through thoughtful content, social media, search engine marketing and tailored engagement. It often begins with authoritative, expositive content and case studies meant to “answer” consumer and business needs.
The Council on Food, Agricultural and Resource Economics
The mission of the council (C-FARE) is to advance the role of agricultural and applied economists in national decision-making forums, grant-funding efforts and the classroom. We identify and inform research and policy, connecting the profession to consumers of food, growers, suppliers, natural resource managers and public administrators.
As communications specialist, I facilitate this by coordinating and presenting educational webinars, previewing and “covering” events in news releases and web features, sending news releases and follow-up pitches, growing our audience on social media (Facebook and Twitter), and writing annual reports and fundraising letters.
Florida Gator alumni magazine
Writing for an alumni magazine about an Emmy-nominated Hollywood journeyman like Stephen Root means knowing your “publics,” in PR parlance. This effort began with a pitch to editors. I then asked Root to grant me an interview we scheduled through handlers. Finally, I revised the copy with an eye toward highlighting Root’s major gifts to the university, the value they brought to bear, and his wish for future success stories like his. A profile like this should edify and inspire, and aim readers at a “call to action,” however gently.