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Yorktown Media Experts Explain Effective Messaging

Local experts at the Yorktown Chamber of Commerce seminar Thursday told audience members the best ways to utilize public relations and marketing to grow their businesses.

The panel consisted of Christina Rae, President of Buzz Creators, Inc. ; Andrea Wagner, CEO of Wagner Web Designs, Inc. ; and Rich Klein, President of Rich Social Media and was moderated by Robin Newhook, President of Newhook Marketing Solutions .

The panel, held at The Mansion at Colonial Terrace , discussed what it takes to be newsworthy and gave tips on ways to stay current in a time when it’s often hard to stay afloat with the newest technologies and trends.

Rae told the audience having a good public relations strategy helps in several ways, including helping to build a strong and solid reputation, as well as educating people on everything your business has to offer. Each panelist, including Klein, said it was most important to use all the new medias as a way to educate the public about what your company is and what it excels at.

“A poor looking website can affect your credibility and professionalism,” Rae said in a press release.

Klein said social media can be a great medium, but if you use it incorrectly it can have negative effects as well.

“A company's reputation can thrive because of social media – or, be damaged because of it.  So, don't leave it to chance or assign social media tasks to a high school or college student just because you think they know the technology,” Klein said. “What you communicate and how you communicate online will determine your success much more than any social media channel.”

Wagner and Newhook also stressed the importance of having a website that not only represents your business—but explains why your exclusive against the competition.

“It is crucial to be unique and break through the clutter,” Newhook said. She also said your company needs to create strategies that utilize both new and traditional medias to maximize your impact and awareness.

Rae explained to the audience what was newsworthy, and explained that nothing that seems to self-promotional is something you should pitch or expect to be covered by the media, but that doesn’t mean you can’t use your own channels of media to promote yourself and your website, said Wagner.

“Promote your site; make sure it’s on your email signature, business cards and all mailing material,” she said. “Make sure your website is current and its message reflects your core business. You should highlight why you are different than your competitors.”

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