Nata PR School (EN)

Hello PR friends!

For most people, public relations is quite a mystery.

If you ask my family what I do, they'll tell you I run a PR firm.

That's the easy answer.

If the conversation goes further and they're asked, “But what does Nata actually do?” this is where the answers start to vary, from advertising to crisis management.

You know, I love talking with you about public relations and the underestimated power of this tool.

So when someone asks you what public relations is, here’s how I suggest you answer:

PR helps you

Raising awareness, getting people talking about you.

And raising awareness and getting people talking about you is simpler and more accessible than you might think.

If you don’t have something new, here’s my suggestion:

To practice, read the headlines in newspapers.

Especially the section that concerns you: business, society, lifestyle, food, automotive, etc.

After a few days, you’ll know what’s making the news.

What’s everyone talking about?

Do you have a story that could interest journalists covering artificial intelligence?

We worked with a company that used AI to create new cosmetic products.

You’d be surprised by the number of articles we generated for this brand.

I’ve even created a 30-minute workshop for you: PR 101 Workshop, which will allow you to create your own PR campaigns.

Want to discuss how PR can help you raise awareness and increase your visibility?

Contact me:

[email protected]

I'm here to help you.

Nata

PR 101 ➤ ⁠⁠⁠⁠⁠⁠⁠⁠⁠https://prschool.natapr.com/offers/pdV8jtXD/checkout⁠⁠⁠⁠⁠⁠⁠⁠⁠

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Hello, PR friends,

I’m continuing here with my little exercise of sharing what our marketing friends don’t know about our wonderful public relations profession.

In the previous episode, I presented the first five points.

Here are the next ones:

6. PR is only for big companies.

Not at all, PR is something everyone can benefit from, even small businesses. Often, if what you’re sharing is relevant to current events, journalists might even favor small local companies over international ones.

For example, if you’ve successfully implemented a four-day workweek, many journalists may be interested in it.

7. Journalists are there to publish what we send them. That’s their job.

Absolutely not. Journalists are free to talk about you—or not. It’s a true privilege when they choose to interview you.

8. PR works instantly, right?

Oh, if only magic worked with the snap of a finger! If your name is Celine Dion or Coca-Cola, yes, results can be pretty quick. But I like to say that PR is a marathon, not a sprint. Building strong relationships with media and influencers takes time.

9. PR is outdated; everything happens online now.

Sure, digital is essential, but PR is far from obsolete.

Not everyone in the world is on social media. But yes, major media outlets are online, so why not take advantage of that? For example, an article about you in Forbes or ELLE can significantly impact your SEO

10. We have a great product; we buy ads, but journalists aren’t talking about us.

I remember a client who bought full-page ads in women’s magazines and couldn’t understand why the journalists in those same magazines weren’t covering their products.

It’s simple: if you don’t reach out to journalists to introduce your products, you can buy all the ads in the world, and they still won’t talk about you.

That’s actually a fantastic reason to learn more about PR, as it can give you a leg up on your competitors.

I’ve also created a 30-minute workshop for you: PR 101 Workshop, which will help you create your own public relations campaigns.

Want to chat about how PR can help you get noticed and increase your brand awareness?

Contact me at:

[email protected]

I’m here to help!

Nata

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Hello, PR friends,

My team often hears me say, "Ah! Yes, marketing pros frequently ask us this or that… they don't always understand what we do."

But before we dive in, I began my career over 30 years ago as a marketing professional for those who don't know my story.

I still love this profession, and it actually puts me in a better position to have a little fun at your expense, dear marketing friends.

So, here we go:

1. PR is just sending out press releases, right?

Ah… that famous misconception. If only! Our lives would be so simple.

Yes, we do send out press releases, but it's all about the art of capturing attention. What information should the release include? What headline best summarizes the news? And above all, a press release is not an ad. So be careful with superlatives like "the best product on the market"; let journalists make that call themselves.

2. It's easy to control a brand's image with PR

Control the image? PR doesn't control anything; it influences, guides, and informs. It highlights the brand's already-defined image. PR makes the brand known. It helps build awareness by generating buzz about it.

3. PR? It's only for crisis management.

Ah, crisis management… Yes, that's part of what PR can do, but in reality, PR is also about prevention, delivering key messages, and spreading positive messages chosen by the brand. Much ongoing work can be done to build reputations long before a crisis hits. And PR can prepare you for a potential crisis in advance.

4. Influencers replace PR, right?

No, social media and influencers don't replace PR. Influencers have been part of our public relations campaigns for several years now. They can become excellent ambassadors for a brand or product. But it's just one part of the job of getting known.

5. Why pay for PR when you can just run an ad?

Because an ad is like shouting through a megaphone: everyone hears you, but is everyone really listening? PR is more like the art of whispering into the right ears at the right time.

So, dear marketers, we hope this little dive into the PR world has enlightened you… and maybe made you smile a little.

We'll see you in the next episode for more, but in the meantime, stay curious and sign up for our PR 101 workshop to better understand what PR is all about.

And if you'd like to chat, reach out to me!

[email protected]

I'm here to help.

Nata

PR 101 ➤ ⁠⁠⁠⁠⁠⁠⁠https://prschool.natapr.com/offers/pdV8jtXD/checkout⁠⁠⁠⁠⁠⁠⁠

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Hello PR friends,

I love exploring trends in various consumer sectors, and lately, my attention has been drawn to "Smart Luxury."

Have you heard of this trend?

What is Smart Luxury?

Luxury has always been synonymous with exception, exclusivity, and refinement. But in recent years, the sector has undergone a significant transformation. "Smart Luxury" is part of this evolution, where prestige meets innovation.

But what exactly is "Smart Luxury"?

In simple terms, it's the integration of new technologies into the luxury world to create personalized, sustainable, and accessible products, services, and experiences.

We're no longer just talking about unreachable material goods but about "smart" luxury designed to meet the needs of modern consumers.

Luxury and Technology

Technology plays a central role. Whether through artificial intelligence, augmented reality, or connected objects, luxury is reinventing itself to offer a more personalized, immersive, and engaging experience.

But "Smart Luxury" isn't limited to technology. It also emphasizes more eco-responsible practices and a more inclusive luxury model.

Luxury and Innovation

Let's start with technological innovation. Luxury brands are at the forefront of adopting emerging technologies. Take augmented reality, for example. Today, some major fashion houses allow customers to virtually try on clothes or accessories without leaving home. Artificial intelligence, on the other hand, personalizes online shopping experiences by offering tailored recommendations based on each customer's preferences.

Connected objects also play a role in this dynamic. From luxury watches (think Apple Watches) to intelligent accessories, these products are no longer static objects but interconnected tools that enhance the user experience.

Innovation goes even further with the use of blockchain to guarantee the authenticity and traceability of products. This technology secures transactions while reassuring consumers about the origin and quality of the items they purchase.

Sustainability, a Pillar of Smart Luxury

Traditional luxury has often been criticized for its environmental impact. But with Smart Luxury, we're witnessing a true awakening. Today's consumers are increasingly concerned with the ethics and sustainability of their products, and luxury brands have noted them.

They are now adopting more environmentally friendly production practices, using recycled materials, reducing their carbon footprints, and committing to sustainable initiatives. For instance, some fashion houses are launching "eco-responsible" collections, where each piece is designed with sustainable raw materials.

Sustainability also involves reflecting on products' life cycles. With the growing popularity of second-hand items and luxury product rentals, the sector is opening up to a more circular model, allowing products to have longer lifespans and reducing overconsumption.

Accessibility vs. Exclusivity

Finally, one of the most exciting aspects of Smart Luxury is accessibility. Thanks to digitalization, luxury is becoming more inclusive. Today, thanks to online platforms and mobile apps, it's easier than ever to connect with major brands, discover their collections, and even purchase rare products, no matter where you are in the world.

But this accessibility doesn't mean luxury loses its exclusivity. On the contrary, brands use technology to offer even more personalized experiences. Whether in-store, where sales associates are equipped with technological tools to understand clients' needs better, or online, with interfaces that tailor offerings to individual preferences.

Smart Luxury is redefining what luxury means in the 21st century. It's no longer just about owning rare and precious objects but about experiencing something unique, personalized, and sustainable.

By integrating new technologies while adopting an ethical approach, luxury brands are reinventing themselves to meet the expectations of modern consumers while preserving their exclusivity DNA.

So, what do you think of Smart Luxury?

Is it the future of luxury or just a passing trend?

Let me know if this topic resonates with you and if you'd like to learn more:

[email protected]

I'm here to help.

Nata

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Hello PR Friends!

I wanted to discuss a trend transforming how we shop online: livestream shopping events.

Imagine watching TV hosts showcase products live a few years ago, with an open phone line to place your order instantly. Today, this experience has taken on a new dimension thanks to content creators and celebrities on social media. The concept is simple: you watch your favorite creator or influencer present products live, and if something catches your eye, you can buy it in just a few clicks via links available right below the video.

So, how does it work?

During a livestream shopping event, the influencer or host presents a selection of items, such as clothing, home goods, cosmetics, or even tech gadgets. The advantage is that the influencer can interact directly with their audience in real-time. Viewers ask questions, request opinions, or even make personalized recommendations, creating a sense of closeness and trust.

This approach allows consumers to discover products in a much more engaging context than a typical e-commerce site. Shoppers can see whether the product is in use or worn. They can get immediate answers to their doubts or questions, making decision-making easier. And that's not all! This live interaction allows influencers to adjust their presentation based on real-time feedback.

And what does this mean for influencers?

For content creators, livestream shopping platforms open up new monetization opportunities. Indeed, every sale made through the livestream allows influencers to earn a commission, similar to affiliate links, but with increased efficiency. Their audience isn't just clicking on a link in a description; they are watching a real-time demonstration with an immediate option to purchase.

This approach enables influencers to highlight their expertise in a specific field—whether it's fashion, home décor, or beauty—while fully leveraging their personality. Unlike simple photos or pre-recorded videos, live streaming allows influencers to forge a stronger bond with their community. They can share tips, favorite products, and even practical advice live, all while responding instantly to their audience's comments. This creates a much more authentic and engaging interaction.

What are the benefits for brands?

For brands, livestream shopping is an innovative and effective way to promote their products.

In conclusion, livestream shopping is far more than just a trend. It's a new shopping method that combines the convenience of online shopping with the conviviality of live interaction. With passionate content creators, innovative brands, and consumers looking for unique shopping experiences, livestream shopping is emerging as a revolution in modern e-commerce.

Want to discuss how you can work with influencers?

Feel free to reach out to me:

[email protected]

I'm here to help.

Nata

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Hello PR friends!

Welcome to this episode, where we tackle a hot topic: Should we pay influencers?

In the world of social media, collaborations with influencers are booming, especially since, according to recent studies, more than 70% of Generation Z, the so-called GenZ, are ready to buy what an influencer suggests to them.

But when it comes to paying influencers, opinions differ.

On one side, some believe it is essential to compensate them for their creative work and their targeted audience.

On the other, our clients believe that free products or offering visibility to the influencer is enough.

I propose to break down these two views and share what we do at the agency during influencer campaigns for our clients.

So, what is the best option for a brand?

Pay or not pay influencers?

Let’s discover it together!

Sometimes, it’s a happy mix of both types of collaboration: paid and organic.

For some clients, it is wise to choose a few influencers with an engaged community and develop a “paid” collaboration with them.

This allows a brand to make specific requests for videos (reels, TikTok), posts, and mentions of the brand, which the brand can then share on its own platforms.

These influencers sometimes become ambassadors or brand faces.

On the other hand, we collaborate with many influencers with smaller communities.

We send them products to try, hoping they will talk about them to their followers.

Many of these nano-influencers are doing “unboxing” on their Instagram and TikTok platforms.

They sometimes use the products to talk about their discoveries to their fans.

In fact, we are somewhat offering them an opportunity to create content they can then share as they wish, as we do not pay them and there is no obligation binding them to the brand.

Paying an influencer is entirely legitimate, especially if a brand wants to access the community the influencer has built and if they are asking the influencer to create specific content.

When you want to showcase your products, as with many of our clients in the food or beauty industries, many influencers are eager to receive these brands’ products to discover them.

Here, it is an exchange between brands and influencers, who receive products without any specific request or definite expectation from the influencers.

In this case, there is no payment.

So, to pay or not to pay influencers?

The answer is yes and no, depending on your needs and influencer requests.

But allow me to add that, depending on your product type, influence is not the new Holy Grail.

Public relations can offer you other avenues to complement your influencer campaigns, capture attention, and make you known to a wide audience.

Feel free to reach out to develop an influencer strategy.

[email protected]

And check out our links and be sure to sign up for our mailing lists to not miss anything.

Nata

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Hello PR friends!

Today, search engine optimization (SEO) is a top priority for any business looking to be visible online. At the core of this strategy are keywords, those search terms that connect users to relevant content on the web. But did you know that public relations (PR) can play a key role in creating and improving these keywords?

The Importance of Keywords for SEO

Keywords are the foundation of SEO. They represent the queries that users type into search engines to find information, products, or services. Good SEO starts with selecting relevant terms that reflect your business and address your target audience's needs. Companies can adapt their content to be found more easily by understanding what users are searching for.

Choosing the right keywords is challenging. You must consider not only search volume but also competition. For instance, many businesses use very generic keywords like "glasses." In contrast, long-tail keywords, such as "women's sunglasses in Miami," can offer unique opportunities to reach a more specific audience.

How PR Helps Develop Relevant Keywords

PR professionals have their fingers on the pulse of trends. They know how to identify underused search terms that will set you apart from the competition. Media monitoring is an essential tool in this process. By keeping an eye on current topics, social media, and brand mentions, PR helps detect emerging keywords.

Relationships with influencers also play a major role. Through their close connection to the audience, these public figures generate keywords that reflect their followers' concerns and interests. Collaborating with them expands a brand's visibility and enhances its SEO strategy with timely and relevant terms.

The Impact of PR on SEO

Public relations are essential for improving a brand's authority and credibility online. A well-executed PR campaign can generate high-quality backlinks from influential media outlets or specialized blogs, which boosts SEO.

Take, for example, a press release optimized for SEO. If this press release is picked up by several high-authority sites, the brand gains visibility and strengthens its credibility in the eyes of Google. These backlinks signal to search engines that the brand's content is trustworthy, which can improve its ranking.

Likewise, being organically mentioned in press articles, interviews, or columns helps strengthen brand image and increase the number of queries associated with it.

By integrating PR into your SEO strategy, you can benefit from a dual advantage:

If you haven't yet tried this approach, now is the time to explore how public relations can improve your SEO. Start by analyzing your current keywords, and then see how PR campaigns can refine and enrich them. You might be surprised by the positive impact this can have on your online visibility.

Feel free to reach out if you'd like to develop an SEO strategy tied to your PR campaign. [email protected]

And check out our links and be sure to sign up for our mailing lists to not miss anything.

Nata

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Hello PR friends!

Yes, the press release is the No. 1 tool in public relations.

However, not every news item is impactful or relevant enough to justify drafting and sending a press release.

How can you tell when this tool is truly necessary and when another approach might be more suitable?

Let's start with a quick reminder: What is a press release, and why is it used?

A press release is a formal and factual communication tool intended to convey relevant information to the media.

It is not an advertisement.

Its purpose is to inform journalists, bloggers, or influencers about significant news or innovations in the hope that they will share this information with their audiences.

At NATA PR, we sometimes send what we call "brèves," which are very short emails with relevant updates, such as one of our clients' new store openings.

We know that this news may not necessarily be picked up, but journalists interested in this client accumulate this type of information, which may help them build a story in the coming weeks or months.

So, in this case, there is no press release; it is just an email to communicate the information.

The Right Questions to Ask:

Here are the questions you should ask yourself before sending a press release:

1. What is the news?

Can you summarize in one sentence what you want to announce?

For example: XYZ launches a new innovative Vitamin C serum to hydrate the driest skin.

Are journalists talking about this subject?

Is it new, innovative, etc.?

2. Is the information really timely?

A press release must announce something new.

Journalists are looking for fresh news. A press release is probably unnecessary if you've already discussed this information through other channels or if the event has already occurred.

3. Is this valuable information for journalists or influencers?

Ask yourself if the information you share can help journalists with their articles or reports.

Does it fit into current news topics or sector trends?

4. Is this a story the media can relay?

A press release must offer an interesting angle and a story to tell.

If it's only technical information or too focused on yourself—let's say too "commercial" and disconnected from general interest—it risks going unnoticed.

5. Is the event really worthy of a press release?

Some internal announcements, such as a minor personnel change or a small strategy adjustment, don't merit a press release. For minor events, your social media platforms may be sufficient.

Several news items are great for social networks: award wins, recruitment, new store openings, etc.

Of course, you can share this information, which may not interest the media, in your newsletter, on your blog, etc.

In some cases, the best option is to combine a press release with another approach.

For example, you can:

Send a press release for major news while sharing it on social media to maximize impact.

Sending a press release should never be routine or an obligation.

It should be reserved for announcements that truly deserve media attention.

Properly prioritizing your information and using the right communication tools according to the situation maximizes your chances of getting quality media coverage while strengthening your relationship with journalists.

Feel free to reach out to me if you're a business leader looking to develop a PR strategy.

[email protected]

And check out our links and be sure to sign up for our mailing lists to not miss anything.

Nata

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Hello PR friends!

Are you familiar with this new trend where companies leverage their employees to get the word out about your company?

We're talking about "Employee Advocacy," where employees share their work experiences and talk about their employer, its products, and services on their own social media platforms.

The goals here are the same as when you choose an ambassador:

The benefits of such a digital strategy are significant:

1. Authenticity and Trust

Employees are seen as authentic voices, which strengthens consumer trust in the brand. Messages conveyed by employees are often more credible than those delivered through traditional advertising or external influencers.

2. Internal Engagement

This approach increases employee engagement and their sense of belonging. They become natural spokespersons, proud to promote their company on social media.

3. Extended Reach

Employees can reach different and often more targeted audiences than usual marketing channels, particularly through their personal and professional networks.

4. Training and Tools

For this to succeed, companies invest in specific training and content management tools for their employees to ensure messages remain consistent and aligned with the brand strategy.

5. **Impact Measurement**

Companies are increasingly monitoring the impact of these initiatives through specific KPIs, such as social media engagement, generated web traffic, or conversion rates.

I often listen to the French news bulletin, the 20h, on my tablet.

A report there highlighted this trend, which I found highly relevant and interesting, especially since it was turned into a PR piece broadcast and featured in a news report.

It was about SNCF, the French railway company that operates numerous train services across the country, including TGV, TER, Intercités, OUIGO, etc.

They interviewed a young train conductor in his thirties who loved sharing his profession with his community.

His passion was so strong that he produced exceptional videos, including scenarios like collisions he had experienced during difficult times.

Then, we saw the communications manager explain why SNCF adheres to this practice:

"No, we don't pay our employees; they do it of their own free will and are free to share information they find interesting, as long as it doesn't defame the company."

The interviewer asked if employees were free to criticize.

"Yes, if constructive criticism doesn't defame the company."

In certain fields, the "Employee Advocacy" trend is worth watching closely, especially since Generation Z heavily uses social media.

This is a powerful communication tool if you're recruiting young professionals in their twenties.

This trend is part of a desire by brands to get closer to their audiences by humanizing their communication and using the voices of those who know the company best: its employees.

What do you think?

Is this a common practice at your company?
Feel free to reach out to me.

[email protected]

Check out our links and sign up for our lists so you do not miss anything.

Nata

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Hello PR friends!

One of our clients at NATA PR, whose target audience is 15 to 25-year-olds, has asked us to develop an intense UGC strategy.

I thought of discussing it here with you, especially for those who aren’t familiar with this term and its meaning.

So, let’s start with a bit of a definition:

UGC (User-Generated Content) generated by influencers is a rapidly growing trend in digital marketing. UGC refers to content created by users themselves.

Today, this mainly includes videos, reels, and content on TikTok.

This term is also used for software and video game developers who contribute, often on open content aggregation platforms like social networks, discussion forums, and wikis.

UGC content creators often work freelance and can also function as influencers.

They are paid to produce specific content for brands, which is then used across various marketing channels.

UGC creators do not necessarily own the rights to the content once it is handed over to the brand.

It’s also said that when generated by influencers, content becomes a powerful strategy for brands.

Seeing influencers who share similar profiles with a brand’s customers talk about products encourages those customers to purchase the product.

So, here we are, given that we have strong ties with influencers since the beginning of this profession. Our clients also sometimes ask us to deploy content creation programs with hundreds of influencers.

What are our client’s main reasons for implementing a UGC strategy?

It must be said that social media platforms require continuous content. Consider that a brand that wants to stay in touch with its potential customers needs an enormous amount of content annually.

According to recent studies, over 70% of Gen Z say they buy products recommended by influencers.

So, it’s easy to understand why brands are turning to this strategy.

Our client has a Facebook page, an Instagram account, a TikTok, and their own website, all of which must be regularly updated and fed with content.

Phew!

Since video content is king, imagine the skyrocketing costs when content creation is outsourced to specialized agencies.

So yes, there’s a solid appeal to work with savvy nano-influencers who are talented in video content creation.

These influencers, often with fewer than 10,000 followers, find it difficult to monetize their influence.

But they can earn income by creating content for brands.

Want to learn more about how to use influencers and this famous UGC strategy to get noticed and boost your sales?

Feel free to reach out to me.

[email protected]

Check out our links and sign up for our lists so you do not miss anything.

Nata

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