The TL;DR March 16, 2021
This week we’re featuring an exclusive employee interview, discussing tips for in-house PR teams, and sharing how to script marketing videos that convert. If you like what you see, read last week’s edition here.
Interview with DEFINITION 6’s very own Rich Quigley
We sat down with our SVP, Group Director of PR Services last week for a glimpse into our PR Services team. Read what Rich has to say and be sure to check out the PR team’s latest webinar, Getting Your Story Heard In 2021.
Tell us about your background before you came to DEFINITION 6.
Growing up, it had always been my dream to work in media, but I had no idea in what capacity, so the early years of my career were about exploring different opportunities. After college, I worked in daytime television in LA for a few years, then moved to NYC to study theater. I was in the city for a decade and worked as a director and founded OnCue, a production/postproduction house catering to luxury brands like TAG Heuer, Mont Blanc, Bulgari, Vespa, and Rolls Royce. In 2000, OnCue was acquired by News Broadcast Network, which back then was the largest privately held provider of electronic PR and marketing services in the US.
Why DEFINITION 6?
Most of the companies in the PR Services space are exclusively in the business of media tours. But at D6, PR Services is one of three business units, alongside Digital and Entertainment, providing our PR clients access to expanded capabilities, resources, and talent. I’m always excited to hear what’s going on in the other divisions, from the Game of Thrones Viewers Guide, for which we won the first ever Interactive Media Emmy, to promos and programming for HBO, CBS Sports, Nickelodeon, and TLC. D6 is an exciting place to be, filled with fantastically creative people. I can’t imagine being anywhere else.
What is your favorite project that you’ve worked on?
One of my favorites is a series of projects for the launch of the new Stanford hospital. Working across divisions at D6, we created media that ranged from a theme park-like experiential tour of the new facility, to large format media that played on an IMAX-like custom screen, and even a sitcom.
Stanford wanted a novel way to generate excitement among their 15,000 hospital employees. And that’s how the six-episode SH Happens! comedic series was born. Stanford released an episode a week for six weeks leading up to the opening of the new hospital via their employee intranet. It was a big hit, thanks to my very funny collaborators Dan O’Connor, Stephen Kearin, Drew Groelinger, Rich Rosario, and our superstar D6 producers and editors.
How would your coworkers describe you?
The Netflix navigator, always in a meeting, and passionate about D6 and our work.
How do you keep client relationships strong?
I try to be mindful of the problem the client is trying to solve, thoughtful in approach and communication, and strive to exceed expectations.
What 2020 project are you most proud of?
For our long-time partner, American Heart Association, we delivered a media tour with both a thought leadership message and a consumer call-to-action around the disproportionate impact of COVID-19 on Blacks, Latinos, and rural populations. The D6 media team booked 51 television, radio, and digital interviews in two languages, producing over 10 hours of streaming and broadcast content. The effort was honored with the 2020 Best Satellite Media Tour award from PRNews.
What do you think your industry will look like post-COVID-19?
I think a true “post-COVID” world is years away, and I’m not sure anyone can truly say what the industry or the world will look like on the other side. However, the impact of the pandemic has led to fundamental shifts in our industry that I expect are here to stay, including remote teams, remote production, virtual experiences, and a renewed value in traditional media.
The global health crisis highlighted a growing trend of misinformation, largely on social and digital platforms, and while sound digital strategies will continue to be an important element of diverse media campaigns, I believe we’ll continue to see the return to traditional media platforms as a source of reliable information.
What’s the most positive thing to have come out of COVID-19 in your industry?
The importance of human connections and how that must be realized within PR campaigns in a truly authentic way—both in message and approach.
What was the biggest lesson you learned in 2020?
Turns out, my grandparents were right about hand washing. Also, brewing kombucha at home is not so much a skill as it is a lifestyle— and it’s not really a lifestyle for me.
3 Tips to Success for Your In-House PR Team
As COVID-19 has forced teams to reevaluate their PR efforts, teams big and small can take note of these tips for streamlining workflow and proving value. Read more on PR Daily.
- Invest in the right tools. Given the constantly shifting media landscape, make sure your team has media monitoring tools along with a media database.
- Have a laser focus on your channels. Map out your strategy to better optimize which platform to post content.
- Make sure to connect your PR activities to business objectives. Draw a clear line from your measurements, such as impressions, clicks, and likes, to your brand awareness, engagement, and reputation.
3 Key Components of Marketing Videos That Convert
Though video content is inherently captivating on its own, your script can take it one step further when it comes to optimizing your videos to create emotional connections with your audience. Find more details on Social Media Examiner.
- Focus more on your audience’s pain points than features & benefits. Understand your buyer persona to identify your customers’ problems and how those problems impact their lives.
- Feature people in your videos to humanize your business. Emphasizing humans behind your business lets your audience know that you understand them.
- Connect emotionally at each stage of the sales funnel. Respect the customer journey and put them first.