Veracity Seeks Account Executive to Handle Growing Agency Needs
Our growing agency is looking to add another member to our team. This experienced Account Executive — with 2-4 years of true public relations experience preferably in an agency setting — will serve as the primary contact for a handful of Veracity accounts. You will be supported by an Account Coordinator, with Veracity owners serving as strategists and problem-solvers on all accounts.
Veracity Account Executive duties could include, but wouldn’t be limited to, the following:
Identifying & placing press opportunities for clients.
Daily contact with clients & media relating to what you’re working on.
Collaboration & possibly management of east coast media pitcher.
Collaboration & possibly management of copywriter(s).
Collaboration & management of Account Coordinator on specific projects, such as research, media reports, social media maintenance, various writing opportunities and more.
Contribute to Veracity’s social media & blog.
Writing. Writing. Writing. Press pitches, articles, press releases, blog posts & more.
Editing. Editing. Editing. Everyone needs an editor. Please be ours!
Working at Veracity is fun. We grind it out with our heads down each day but that gives us more work-life balance in the end. Flexible work schedules and working locations are granted to team-players who get results and give it their all—no matter when or where they are working.
Benefits include generous vacation/PTO, FMLA, health benefits, competitive compensation and continuing education opportunities.
To apply: email your qualifications and writing samples (press release and blog post) to careers(at)veracityagency.com.
**Applications that do not include (or link to) a sample press release and blog post that you’ve written will not be considered. You must include both.**
Do you want in? Launch a career in marketing with a PR Internship at Veracity.
What is Veracity?
Veracity is a boutique marketing agency that takes pride in creating engaging campaigns that help our clients get noticed. We put our story-telling hats on to uncover how we can break through the clutter. Then we get busy putting the most appropriate marketing discipline — whether that is public relations, social media, media buying, email marketing or website development — to work for our clients.
Why Should You Care?
Making coffee will only get you so far. Sure, you’ll always need to do that kind of work as you start (or switch) careers, but this small, client-centric firm needs help on the real work. We’d rather have you writing press releases, strategizing social media content and proofing creative briefs than wasting your talents on errands.
You’ll learn a ton shadowing us as we work with long-establish and fast-growing clients; plus some fun events. We are rising and would always rather promote from within.
Grow up with us at Veracity.
This is an estimated 12 week (20-40 hours/week) paid internship (stipend) at our hip creative office space in Northeast Portland’s up and coming Bakery Blocks Building.
Be sure to let us know about any specific skills or experience you have, including (but not limited to): press release writing and other PR functions, social media management (including tools used), graphic design, web development (including platforms/CMS), photography, copywriting, email marketing, SEO/SEM, other marketing software usage. Writing samples and/or links to work samples are mandatory.
To apply: email your qualifications and at least one writing sample to careers(at)veracityagency.com. Please let us know if you intend to earn credit for this internship.
Uncontrollably Biased Patriots Fan Weighs in on Super Bowl Ad Trends
It’s been a few days since I hopped aboard the rollercoaster of emotions that was Super Bowl LI, and to be honest, I’m still feeling the buzz. Witnessing my hometown New England Patriots defy unimaginably steep halftime odds and notch their fifth league title was a natural cap on the well to my young, albeit fruitful, tenure as a Boston sports fan.
But fret ye not, Tom Brady loathers and Deflategate perpetuators, this is not a blog post designed to rub it in your faces. That would be too easy. This is Veracity’s marketing blog, and as such, here’s a marketer’s take on what happened outside the lines at Super Bowl “One for the Thumb” Fifty-One.
In preparation for this post, I went back and culled through the advertising archives on SuperBowl-Ads.com, running a brief content analysis of the 67 spots that ran. I catalogued the company releasing each ad, its name, how long it ran and worked down a list of stylistic themes in a “check all that apply” format.
Before I get into the results, here’s what I learned and noticed about the Super Bowl ads, class of ’17.
• Cost / Running Time: 30 seconds of ad time ran this year, on average, for a cool $5 million — the highest charge to date. Ouch. That means the big wigs at Ford had to fork over around $15 million for their painstakingly 1:30-long “Go Further” spot, rife with examples of people being stuck in different environments. Good on Kraft Heinz’s anti-ad campaign, saying “no thanks,” to buying a spot, and giving its employees the day after the Super Bowl off instead.
• Hashtags: Are hashtags dying? They certainly appear to be in Super Bowl advertising — only 30 percent of all spots in the big dance used hashtags — a plummeting drop from the peak of 57 percent in 2014. T-Mobile took the hashtag charge, though, incorporating them with a URL as well as Twitter, Facebook and Instagram handles in each of its four ads. #WorthIt?
• Narratives: A big storyline in this year’s batch of ads was exactly that — the storyline. Advertisers connected multiple spots to create larger narratives. Tide aired their live-style spot featuring Terry Bradshaw frantically attempting to find a solution for his sauce-laden white shirt, connected to a lounging Jeffrey Tambor appearance later in the evening.
• Live Ads: There was a big push this year for live ads. Snickers brought in Adam Driver for a purposeful Western-set train wreck. The Tide spot I refer to above had a live feel, making use of the broadcast set and interrupting play on the field.
Hyundai even offered a live ad incorporating a virtual reality viewing experience for U.S. Military members in Poland. Expect to see more of this in the future as advertisers come up with creative ways to integrate their brand into the event.
Beyond the major advertising trends in this year’s Super Bowl, here are some other nuggets of observations I made about the 67 ads. Note: in the “check all that apply” content analysis, the results were purely based on my interpretation of the content.
• 63 percent of ads were related to the product or service of the brand. This means that a major portion of the ad was actually dedicated to what the company was selling, rather than a completely unrelated narrative followed by the company’s tagline at the outset.
• 48 percent of the ads used comedy to reach viewers, compared to 45 percent being serious or dramatic — a pretty even distribution considering Super Bowl advertising’s reputation of doling out gut-busters like hot cakes.
• 22 percent of ads classified as what I’d call “uplifting, inspirational or cute,” while 15 percent conveyed a political or social activist message.
• Just 5 spots, or 7 percent of all ads, used sexual appeals to catch eyes, most notably in my opinion Mr. Clean’s “Cleaner of Your Dreams,” enticing all husbands to put in a little elbow grease around the house. The decline in sexually charged advertising tells me that perhaps sex isn’t selling anymore, but politics is.
Super Bowl LI did not disappoint. Advertisers took risks, the Pats took the Lombardi Trophy. So to wrap this up, here’s my absolute favorite advertisement, post-game:
People often ask me what Veracity’s specialty is, and the more I try to come up with a concise response, the truth is, maybe there isn’t one. Classic responses could be:
The typical answer:
“We specialize in earned and owned media. Telling our clients’ stories by taking a journalistic approach to sharing what is interesting or newsworthy to their audiences. Traditionally this has been through the media, but now people get their information in a variety of ways, in addition to newspapers, media websites & blogs and TV & radio.
We also support these activities with proactive social media campaigns, advertising and making sure our clients put their best foot forward online with their website and social profiles.”
So you can see that it is a difficult (and often long winded) question to answer, not because we don’t know what we do, but because marketing and PR, the technologies they depend on and the way they are consumed, evolve so quickly.
PR approach? What about the other stuff you do, that’s not PR, right?
Just about every marketing discipline could be considered PR (just ask Amy — she’ll tell you that all marketing disciplines point back to PR). A company’s website is their public face, email marketing reaches your “public,” so does advertising, influencer outreach, etc., etc.
The definition of what is considered “public” these days is vastly different than it was just a few years ago. In the dictionary sense, Public Relations means sharing your message to, and through, the public. This involved traditional media and often centered around journalists working for newspapers, magazines, TV and radio. By contrast, Advertising was buying placement in these outlets, controlling the entire message and being able to say whatever you want (within reason, of course), so the lines formed a bit like this:
Public Relations – earned exposure through a third party
Advertising – bought exposure through a third party
photo by Paul Frenzel via Unsplash
The problem with lines is that they can get blurry.
Where does sponsored content fall? What if we are not specifically paying for it, but providing the content and promotion of that content (and the outlet) to our network as “trade” for space, exposure and a link? How about a promoted Facebook post that provides valued information to the reader? As media types expand, so does our understanding of what really represents a reporter, journalist or advertising salesperson.
Today, a much broader set of individuals can fit any or all of these descriptions — be they editor, publisher, site owner, blogger, topical expert, influencer, celebrity, the local neighborhood gardening expert or any/all of the above. Additionally, the means in which they take ideas for editorial and advertising changes almost daily.
Our job is to attend to all the ways people share and consume information and provide value to our target market — whether that’s through traditional news, social media, or emerging technologies; paid advertising, earned editorial or some combination of them all.
So while I still don’t have a short answer for this question, the basic components of it remain the same and they are that:
We tell relevant stories to the right audience through the most appropriate channels.
As a recent college graduate, I am no stranger to the anxiety of the job hunting process. A lot is left to chance – the current market in your field, catching employers when they need help, and making the right connections. At the end of the day, timing dictates all, and speaking from experience, it can be fickle.
But say the timing works in your favor – you’ve shot your résumé and cover letter to a million offices, you painstakingly wait for just one drop in the bucket, and finally, after what feels like an eternity, you get a pinging notification in your email inbox: “Hello, we have reviewed your submitted materials, and we would like to continue your application for this position with an interview.”
You find yourself overcome with joy at the opportunity to prove yourself to your hopeful future employer. You respond immediately to schedule your meeting, and you send a couple crazed texts to your closest friends (and your Mom) accounting your elation. You open your sliding glass door to the back porch, and twirl in the mid-morning air with the elegance of Snow White, greeting the world as a person who is soon to be employed. But then you stop twirling. The mid-morning air suddenly leaves a chill on your skin. You feel a pit beginning to grow in your stomach.
Why are you experiencing this rollercoaster of emotions? You remember that you do not, in fact, have a job yet. There is one more hurdle to bound, and it is a tall one. You have to actually show up to that meeting that you just scheduled and answer interrogative questions about yourself, proving your worth. Suddenly your excitement turns back to anxiety at the thought of committing a verbal miscue, not being prepared, or forgetting to wear pants.
Interviewing is a challenge, and like most challenges, it requires practice. Not all of the process is out of your control, though. Here are a few things to keep in mind for before, during, and after your interview, to leave you with a better chance at soothing that apprehension, and pinning down that job.
Everybody’s Got Goals
When we think about interviews, we typically make them out to be employer-centric. “I’ve got to make a good impression on them.” We assume a great deal of pressure to give the employer what we think they are looking for. But what is the employer looking for? An employee. That was easy. But more specifically, in an interview, employers evaluate candidates based on their applicable skills for the given position, and their competence to get the job done. Employers are also looking for your potential to contribute to the team, and ability to mesh with that team’s mission, philosophy, and work environment.
Just as importantly, before you walk into that office, you should take some time to think about what you want. What should you be getting out of this interview? A job. Again, easy, but more specifically? You want to figure out if the open position is right for you – does the position strike a balance between your interests and the tasks that will be required of you? To what degree will you be given responsibilities and challenges? Is there any potential for growth within the company or further education? Finally, such as is the goal of the employer, will you be able to mesh with the team’s mission, philosophy, and work environment.
Do Your Homework
If you’ve been given an interview, then you’ve probably already done some degree of research on the company. Good! Now do more! There is absolutely no such thing as being too prepared for an interview. Whether it be committing the client list to memory, learning the company’s history, or noting the specific language that the company uses on its website, going into an interview with anything that shows that you’ve done research will boost your credibility, demonstrating your willingness to work diligently and thoughtfully.
In addition to reading what the company has to say, look at outside sources. Reading employee reviews, the company’s Better Business Bureau listing, and inputting a simple Google search can be incredibly informational and will give you a better idea of how to approach your interview.
It might sound silly, but do your homework on yourself. In the interview, you’ll be doing most of the talking, and you want to have concrete topics to address, rather than being caught off guard and having to scramble to get back on your feet. For instance, citing examples of work that you’ve done, or team projects you’ve participated in will show the interviewer your attention to detail and your ability to work in groups. Anticipate questions that the interviewer will ask you, and come up with talking points that you can integrate. Finally, make sure that the information on your résumé is up to date.
This should go without saying, but make sure that you aren’t blatantly lying about any experience or qualifications that you have.
During the Interview
The time has come! You’ve gotten to the office (early) and you’re putting your car in park. But before you turn off your pump-up music and walk into the office, remember this: as soon as you open the door, the interview has begun. Treat every interaction that you have from the parking lot to the office door as if they’re evaluations of your professionalism. If you should so happen to take public transportation to your interview, try not to swear at anybody.
Now. With that said. Relax. You’re in this position for a reason. If you get any last minute apprehension, harness it. Keep in mind that somebody offered you that interview. If the company didn’t think that you were cut out for the job, they wouldn’t be talking to you. The most important thing to keep in mind throughout the interview is that both of you have goals, and in order to accomplish them, both parties must be honest and clear. All that’s left is to remember your talking points and present a good case for yourself.
Alright. You’ve talked about yourself extensively, and now it’s the interviewer’s turn. They ask, “Do you have any questions for me?”. Yes, please have some questions prepared for your interviewer. It sure won’t look very professional if they ask you for questions and you respond “Nope,” and walk out the door, thinking that you know everything about the company. This is your time to see how prepared they are. How do they view their company, along with their place in it? It’s important to keep these questions fairly open-ended, with room for them to elaborate. Questions like “What direction would you say the company is heading?”, “What separates you from your competitors?”, or “What does a typical day here look like?” show that you’re genuinely interested in being a part of their team.
The final questions that you ask should direct the conversation back to you. Allow the interviewer to share their feelings about your candidacy on the spot. Start with a general question, like “What is the next step for me in the application process?”, or “Is there any other additional information or materials that I can provide?”. These will remind the interviewer that you will go beyond what is necessary to get the position.
Finally, it’s time to throw down the hammer. Get the last question out there. “Do you have any reservations about myself as a candidate for this position?”. It might seem heavy handed, or a bit blunt, but it’s meant to. Not only will you hear candidly what the interviewer thinks about you, but you will appear confident, giving yourself a final chance to quell any doubt that you’re the one for the job.
The Interview is Over, But You’re Not Done
You shake hands goodbye, and walk out the door. Remember – just as it started, the interview isn’t over until you get into your car and drive away. But even then, amidst your excitement about how well the interview went, there is still work to be done. It’s no secret that the people who jump off the page, or go the extra mile are more likely to be chosen for a job. So make it easier on yourself – go the extra mile! One or two days after the interview, send your interviewer a personal email thanking them for taking the time to talk to you. Let them know that you are still keen on securing the position, and that you would make a good asset to their team.
Here’s a tip that’ll garner you some extra brownie points, free of charge: hand write that note, drive back to the company’s office, and hand deliver it to its recipient.
While much of finding a job comes down to some form of luck, the trick is to control what you’re able to control. Committing to doing your research, reminding yourself that you deserve the opportunity, and going the extra mile put you in a much better position for landing that job you want. That, paired with good timing, will result in Snow White twirls – I promise.