Katrina Cravy

#LearningPublicRelations : Timing Is Everything - Maximizing Online Engagement Through Strategic Posting Times In Public Relations, timing can make or break your message. To ensure your content reaches the widest and most receptive audience, it’s crucial to post when your target publics are most active online. While optimal times may vary by platform and audience demographics, research across major social media platforms indicates the global peak windows (local time). Any PR person needs to appreciate these demographics through research. 💡 Key Strategic Recommendations ↪️Know Your Audience: Analyze audience insights and time zones. Customize schedules for each key market before you post your content. ↪️Be Consistent: Regular posting builds algorithmic favor and audience trust. You can grow your audience organically through consistent posting. ↪️Leverage Real-Time Trends: Monitor news cycles and trending topics. Timely responses increase visibility. Be intentional about this. ↪️Avoid “Dead Zones”: Steer clear of late nights (after 9 PM) and weekends before noon, when engagement drops. ↪️Test and Optimize: Use analytics to adjust posting times based on performance data. In Public Relations, the right message at the right time amplifies reach and resonance. Schedule your content during peak engagement windows, but always let audience behavior and data guide your timing strategy. #LearnPR @CIPR_Global @ciprinside

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Listening is more powerful than speaking. In PR, we often focus on what to say. But the real magic happens when we listen. When we truly understanding our audience, and then when we create messages that resonate. Next time you're working on a message, pause and listen first. Your audience will thank you. #PublicRelations #ActiveListening #AudienceEngagement

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Do you know your EARS are usually more reliable than your eyes? And if you need to proofread without being able to print out your text, this fact can HELP you! Ask your computer to read your text aloud to you. Your ears will catch mistakes right away -- ones that your eyes might have missed. If you're on a Mac, like me, here are instructions on how to set it up: ✅ Step 1: Enable Text to Speech in macOS (Sonoma) Go to  Apple Menu → System Settings Scroll down to Accessibility Click Spoken Content Turn on “Speak selection” You can choose a voice (e.g., “Siri Voice 2 - American”) and adjust the speaking rate. ✅ Step 2: Use It in MS Word Highlight the text you want to be read aloud in your Word document. Right-click (or Control + click) the selection. Once you’ve enabled Spoken Content, you can also use a keyboard shortcut: Default is usually Option + Esc (⌥ + ⎋) to start speech If you're on a Windows device, please ask Google or AI to give you instructions. ✍️ Have you ever had your computer read aloud to you? ♻️ Share this tip if it hits home

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PR pitches don’t fail because of the media. They fail because there’s no story. As a former newsroom leader, I’ve seen thousands of pitches cross the desk. Most never made it past the inbox. Why? Because they weren’t stories, they were sales emails. Attempts to disguise self-promotion as news always fall flat. Journalists have limited time and full inboxes. If your pitch doesn’t add value to their audience, it’s gone before they hit scroll. Relationships can get you a reply, but a real story earns you coverage. So be selective. Every pitch you send shapes your credibility with that newsroom. Make it worth their time and yours. What do you think makes a pitch irresistible to a journalist?

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To become a true credible authority in your professional space, you need to over-index on building and enhancing the levels of AUTHORITY, TRUST & STRATEGIC INFLUENCE you have in the marketplace. This doesn't just happen by chance, of course. And, it takes time and effort (anyone telling you otherwise is full of 💩) A 'credible authority' is someone who is: ✅ TRUSTED - They are a genuine, trusted subject matter expert and/or thought leader in their space. ✅ RECOGNISED - They are recognised for having a heightened level of expertise within their field of endeavour. ✅ RELIABLE - Their information and opinion on their chosen subject matter is considered reliable. ✅ BELIEVABLE - People listen to, and take note of, what it is they have to say. In short, they’re believable. Of course, to establish yourself as a credible authority, to put in all the work required to build a professional personal brand that's recognised and talked about positively in the marketplace, there needs to be a pay-off, right? The benefits are varied and many, and include "more leads and sales" (as the marketing 'gurus' like to parrot ad nauseam - I'd like to think it's a lot more nuanced than that!). But just as important are additional benefits that continue to build your profile and reputation, which in turn reinforce your authority status, which in turn help with the achievement of commercial outcomes. These include: 🌟 Business partnerships, external advisor roles 🌟 Cross promotions with other influential players 🌟 Editorial exposure in third party media outlets 🌟 Speaking gigs at industry conferences & events I call this the 'Loop of Credible Authority' - a circuitous journey where one's profile and reputation compounds in a positive way, in turn leading to bigger and better commercial results and professional opportunities. #CredibleAuthority #StrategicInfluence #TrustMatters

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Executive: “So… we need some PR. Can you get us in the news?” PR leader: “Possibly. But let’s take a step back. Media relations is one tool, but public relations is much more than that.” Executive: “Okay—what else does it involve?” PR leader: “We’re responsible for building, protecting, and evolving your company’s reputation. That includes things like: • Creating integrated communication strategies aligned with business goals • Crafting clear, compelling corporate narratives and messaging frameworks • Managing internal communications and employee engagement • Supporting executive visibility and thought leadership • Handling crisis and issues management • Building trust with stakeholders—customers, employees, partners, investors, communities • Leading reputation monitoring, risk mitigation, and brand positioning • Guiding ESG and sustainability storytelling • Supporting change management and organizational transformation • Overseeing content strategy across all channels—owned, earned, shared, and paid” Executive: “That’s… a lot more than media coverage.” PR leader: “Exactly. When the time is right, we’ll pitch stories, prep spokespeople, and engage with media. But media relations is a tactic. We create the right strategy to drive reputation and results.” Public relations is not media relations. It’s about reputation, relationships, and real business impact. #PublicRelations #CorporateCommunications #ReputationManagement #StrategicCommunications #Leadership

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When a crisis hits, your response time and tone are everything. Speed, honesty, and consistency aren't just good PR they're how you protect trust. This new episode outlines the essential steps every comms pro needs to know. Are you prepared? #CrisisComms #ReputationManagement #PR #Leadership #RiskManagement #LinkedInTT #CIM

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#AiLiteracy If you don’t understand how AI works, you won’t understand how your job works much longer. That’s not a prediction; it’s a wake-up call for all of us. AI literacy is now a core skill for #communications professionals. It’s not about becoming data scientists. It’s about staying relevant. AI is not just a tool; it's a transformative force that's reshaping functions, from creative brainstorming to audience insights and risk management. Disregarding AI as a core aspect of work is not just a missed opportunity; it's a potential pitfall. At our agency, we’re integrating AI thoughtfully, not to replace human ingenuity, but to amplify it. We’re also prioritizing AI education and ethical understanding. Because if we don’t shape how these tools are used in our industry, someone else will. We’re entering an era where judgment and literacy around AI will be just as important as writing and strategy, if not more so. It's not a choice, but a necessity for the future. #PR #Marketing #PRFuture #PublicRelations #PRInnovation #CommunicationsTrends #FutureOfWork #AIinPR The Pollack Group

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The term ‘media interview’ doesn’t describe just one type of interaction. A print interview gives you time, so you need to choose your words carefully. A radio interview strips away body language, so your voice must carry energy, clarity and conviction. A TV interview adds an element of presence, so your facial expressions, posture and delivery matter as much as your words. Live interviews leave no room for error. Taped interviews might feel safer but can be edited to change intent. Understand the nuances of the kind of media interview you’ll be doing. Prepare and adapt accordingly.

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The “R” word No one likes to say it, but with talk about a possible recession, it’s something every smart communicator should be thinking about. We’ve been updating PR plans for several of our clients, making sure they’re ready for different economic scenarios without hitting the panic button. Here’s the truth: You don’t want to wait until you’re in a crisis to figure out your next move. Here are a few things you can do right now to prepare: - Shift your messaging to value and experience: Look at your current messaging and tweak it to highlight what makes your product or service genuinely worth it. Does it solve a real problem, or make life easier or more enjoyable? Show why choosing your brand is a great decision. - Address real pain points: During a recession, stress is typically high and budgets are tight. What can you offer that actually helps your customers? Think about locals-only rates, family deals, or special perks. - Focus on loyalty: Invest in your current audience. Build campaigns for locals, loyal customers, and repeat visitors. These are your biggest advocates. - Lean into partnerships: If budgets are tight, collaboration can help you do more with less. Co-host an event, swap content, or launch a cross-promotion with another brand that shares your values. - Repurpose your wins: Share media hits, influencer posts, and customer testimonials in new ways across your channels to keep up the momentum. - Pitch smarter: Tailoring pitches around timely, human, or resourceful angles gives brands a better shot at coverage...this is especially actionable for PR pros and founders. Recession or not, you want to have a backup plan. Are you building a PR plan B just in case? 🤔 __________ 💡 If you need help getting started, you can download my free 'Rainy Day PR Strategy Guide' - link in the comments.

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How would you rate your executive presence? I recently attended an insightful session at the IABC World Conference led by communication powerhouses Theomary Karamanis, PhD, SCMP, IABC Fellow and Brad Whitworth, SCMP, IABC Fellow, focused on the critical topic of Executive Presence. The core messages I took away? Executive presence accelerates your progress and it comes down to how you act, speak, and appear. Here’s what stuck with me: 🔹 Act with confidence, calm, and decisiveness. 🔹 Speak to command the room — listen fully, show authenticity, and avoid filler or weak language. 🔹 Appear polished and aligned with your authentic self. They also shared some powerful "don'ts" and even as someone who coaches leaders, I found myself taking notes (and quietly saying “guilty” once or twice 😅): ❌ Touching your face or playing with your hair ❌ Leaning back or crossing your arms defensively ❌ Speaking too fast (guilty!) or using qualifiers like “I may be wrong,” “I just think,” or “perhaps” ❌ Appearing rushed, distracted, or interrupting others These might seem like small things, but they can chip away at the presence and credibility you’ve worked hard to build. Curious — what’s one “presence” habit you’re working on? (I’ll go first: slowing down my pace when speaking!) PS I forgot to take a pic of them onstage so sharing this one of the amazing bagpipe opening to the conference.

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