These odd things we call “Clichés”

by AdvertisingMarketingPersonal InterestPublic RelationsUncategorized

Despite being etymologically rooted in French, clichés have become integral both to written and spoken English. “Think outside the box,” “low-hanging fruit,” “read between the lines,” and my favorite, “break a leg,” are popular examples of the thousands of clichés populating – or polluting – the world’s most flexible, widely-used language.

 

While expressing common, even universal experiences, clichés impact our language in a way that’s decidedly mixed. Certainly, they’re responsible for encouraging lazy, unimaginative communication. Common clichés will inevitably slip into nearly everyone’s vocabulary, but too many of us fall back on them at the expense of more descriptive, nuanced usage. While helping ensure a degree of understanding, clichés also rob our exchanges of insight and vibrancy.

 

I’m addressing this topic because today, November 3, is Cliché Day. As a longtime communication professional with a specialty in public relations, I’ve spent decades excising clichés from my writing … while occasionally employing them for humor or intentional overemphasis. If this sounds like me balancing atop a figurative fence, it is — clichés are odd constructs. The degree to which they’re sometimes valuable and sometimes absurd seems to increase as our language evolves.

 

To me, the most compelling aspect of clichés is how they serve as a microcosm for the tasks my public relations, advertising, and marketing colleagues perform for our clients. Just as clichés provide familiarity, the tactics and content we employ must be easily understood by all intended audiences. Confusion about meaning would counter our strategic goals, yet we need to avoid boredom-triggering mundanity. Our content and means of deploying it must be imbued with cleverness and originality – with unexpected sparks that make eyes open wider.

 

It’s not easy. As with the use of clichés, we’re walking a tightrope … it’s a fine line. But it is what it is, and at the end of the day, it’s no walk in the park. So, we keep our eyes on the prize, aware that nothing worthwhile is ever easy, and eventually get ourselves over the hump.

World Communication Week 2024: Navigating the Digital Age

by AdvertisingMarketingPublic RelationsSocial MediaUncategorized

Back in 1988 – when digital tech was in its infancy – November 1-7 was established as World Communication Week by the International Association of Business Communicators. Since then, this week has become increasingly important, given the rise of social media and other forms of digital communication. Even when your organization is closed for the night or for a holiday, your brand continues to be seen by consumers online. In this 24/7 digital landscape, it is important to ensure your brand is available at all times, a unique challenge brought on by the advancing digital landscape.

 

World Communication Week has evolved into an opportunity to reflect on how we can enhance our communication skills in various facets of our lives.

 

Precision in the Digital Age

As communication becomes increasingly complex through digital mediums, the need for clear, precise messaging is vital. The shift to these mediums hinders the ability to express body language and tone, making precision all the more important for effectively communicating.

In response to these challenges, many organizations are turning to public relations to help ensure that their brand’s image is portrayed accurately. And, that their messages are clear and compelling. These challenges have prompted shifts in how we communicate, leading to notable trends that reflect the changes in the field.

 

Trends and the Rise of Short-Form Content

Trends in communication are also affected by these mediums and their limitations. It isn’t a secret that the attention span of the average consumer is lower than it was when World Communication Week was established. The rise of short form content across all platforms reflects those consumer preferences.

Visual storytelling on platforms like TikTok and YouTube are only part of it. Short messages are not only shared, but required. Due to character limits on X (formerly Twitter), Facebook, etc. This week should be used as a chance to consider how you are adapting. And, to make sure that your team is aligned on how you are approaching the task.

 

The Role of Public Relations in Digital Communication

As communication technology continues to evolve, the ability for organizations to communicate with confidence and clarity is more important than ever.

Public relations practitioners play a crucial role in optimizing communication for today’s digital world. They help organizations establish trust while limiting miscommunications.

 

About the author:

Justin Picciuto is a fall 2024 intern at SCG Advertising and PR. He is currently a senior Communication and Media Studies major at Montclair State University in Montclair, NJ.

 

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Streaming, OTT, Streaming ads

What the Rise of Ad-Supported Streaming Means for OTT Advertising

by AdvertisingMarketingUncategorized

Streaming, OTT, Streaming ads

Forbes recently published an article reporting the results from “The Harris Poll” 2024 streaming survey with the headline: “New Report Shows Streaming Viewers Warming To Ad-Supported Content.”

Personally, I think the majority of people are probably like me. It’s not that we’re warming to the ads, but we’re just not willing to pay extra for ad-free.

Check out these streaming stats:

  • 99% of all U.S. households pay for at least one or more streaming services (OnePoll 2024)
  • 56% of viewers stream 1-3 hours in a sitting and 40% binge-watch at least 3 hours at a time (HarrisPoll 2024)
  • 58% of viewers said they would watch ads if it meant saving the cost of an extra coffee per month (HarrisPoll 2024)

As streaming becomes more universal and prices continue to increase, more viewers are opting for the ad-supported plans, presenting huge opportunities for advertisers.

 

What is Over-The-Top (OTT) Advertising?

Over-the-top advertising refers to the delivery of ads via streaming media services that are shown directly to viewers over the internet, bypassing traditional cable, broadcast, and satellite TV platforms. OTT ads run on streaming platforms and reach users on multiple devices, including computers, mobile phones, gaming consoles, smart TVs, and any other device which can access streaming services. So when you’re binge-watching your favorite series on Hulu and you are forced to watch ads in the middle of your show, that’s OTT advertising.

You may also hear the term CTV, or Connected TV. While CTV and OTT tend to be used interchangeably, CTV technically refers to the device, in this case a Smart TV, streaming stick or gaming device, that is used to deliver the OTT advertising via a television screen.

 

Why Incorporate OTT Advertising into Your Strategy?

  1. Massive Audience: Reach people where they are spending majority of their time
  2. Advanced Targeting Abilities: Deliver personalized ads to viewers based on demographics, interests, geography and viewing habits.
  3. Ad Dollars Go Farther: Minimal ad waste due to targeting abilities and audience segmentation
  4. Increased Engagement: Reach viewers right on the screen they are already viewing, where most will not skip or change browsers.
  5. Cross-Device Targeting: Reach viewers across household devices increasing visibility
  6. Raises the Bar for Creativity: Viewers favor ads that are personalized, funny, short and feature catchy music or tell a story.
  7. Robust Analytics: Ability to track, optimize, and refine strategy in real-time and use data-driven audience insights
  8. Stay Ahead of the Curve: Capitalize on the technology and gain competitive advantage

 

Ready to get started? Let SCG help develop your OTT strategy and engage your audience in an exciting new way.

 

Read more on the streaming survey reports here:

https://www.forbes.com/sites/robsalkowitz/2024/03/12/new-report-shows-streaming-viewers-warming-to-ad-supported-content/?sh=6fdfcd52632d

https://www.forbes.com/home-improvement/internet/streaming-stats/

 

Based out of our Haddonfield, NJ office, Regina Liu, Director of Recruitment Marketing started her career with SCG as an intern and has been a part of the team ever since. She specializes in developing innovative talent acquisition strategies across various industries, with a focus on employer branding, recruitment advertising, and digital marketing. Additionally, she oversees the company’s social media efforts.

International talk like a pirate day

International Talk Like a Pirate Day: Reimagined for Recruitment Marketing

by MarketingRecruitment AdvertisingUncategorized

International talk like a pirate day

These days, it might seem like there is a holiday for everything and many seem to be created purely for social media. But to me, “International Talk Like a Pirate Day” is one of my favorites, due to its outrageous uniqueness and how it has completely taken off.

Celebrated annually on September 19, International Talk Like a Pirate Day was created in 1995 by two friends, John Baur (Ol’ Chumbucket) and Mark Summers (Cap’n Slappy), during a racquetball game when one of them reacted to the pain of an injury with an outburst of “aaarrr!”

In honor of this International Talk Like a Pirate Day, and as a recruitment marketing specialist, I thought I would take a stab at what a help wanted ad for a pirate might look like. At our agency, we work with all industries and you never know when we might just acquire a pirate crew as a client.

Yo Ho Ho, Is a Pirate’s Life for You?

Ahoy mateys, we’re seeking like-minded scallywags! No landlubbers need apply, or you’ll walk the plank. Blimey! You don’t want to end up in Davy Jones’ Locker.

Responsibilities:

  • Parley with our clients and help them crush ye barnacles (or competitors.)
  • Be ready for surprises and know how to batten down the hatches. Every day is different here.
  • Raise the Jolly Roger to announce our arrival and invite surrender.

Requirements:

  • Plundering skills.
  • Strong singing voice to join us in a chantey every once in a while.
  • Scallywags welcome to apply but be ready for a quick lesson.
  • Sea legs required; you don’t want to end up in the briny deep.
  • Confidentiality is key: dead men tell no tales.
  • Scurvy optional.
  • No history of mutiny.

Benefits:

  • Gold doubloons, a barrel of rum, and all the booty for a job well done.

 

Shiver me timbers, join us on our adventure and live the pirate’s life!

Threads

Threads Debut: A College Student’s Perspective

by AdvertisingMobile AdvertisingSocial MediaUncategorized

Threads

As we pass the one-year anniversary of Threads’ debut, let’s review what this platform is all about. Threads is a social media “app from Instagram where you can view and share public conversations” (Instagram Help Center, 2024). A post can be a “short piece of text,” photos, or a combination.

About a year later after Threads debut, the app has introduced several updates to enhance the user experience.

According to Embed Social, the July 2024 update included:

  • Side-Swiping Feature: This allows users to “train their Threads algorithm by swiping right on posts to indicate they want to see more of that kind of content” and swiping left to see less.
  • Enhanced Hashtag Functionality: A “#” button to change the way hashtags are used.
  • TweetDeck: Similar to X, the TweetDeck will allow “users to monitor multiple timelines when using the website version of the app.”
  • Independent Algorithm: Threads has implemented a new algorithm for its users, separate from Instagram to curate user’s feeds.

The app itself reminds me a lot of Instagram and X functions combined into one.

For this blog, I downloaded the app for the first time as I have never used it before. It feels like an extension of Instagram as many of the functions are similar. If a user knows the Instagram platform, then the Threads app won’t be difficult to navigate.

Demographics and Users

Despite these updates, Threads has not gained popularity among certain demographics, particularly my age group (college students between 18-22). This age group values larger platforms like Instagram and TikTok as they offer greater potential for posts to go viral.

As of August 2024, Threads has 190 million users, which was reached in May. 175 million users are active monthly (Cardillo, 2024). 37% of users are between 18-24, and 63% of users are over the age of 24 (Curry, 2024). Zuckerberg is currently focused on increasing activity over attracting new users, keeping app updates to a minimum. On the app store, Threads is the first on the “Top Free Apps,” as it continues to grow every day.

Threads has the potential to grow even more. Some may think it might be worth investing in the larger platforms as Threads is small, compared to Instagram’s 1.4 billion users (Statista, 2024), and TikTok’s 1.04 billion users (BackLinkO, 2024). However, Threads could be another opportunity for an organization to engage with key publics out there, as it is projected to grow by 33.9 million in 2025 (BackLinkO, 2024).

Opportunities for Businesses

Threads offers businesses a unique opportunity to reach niche, targeted audiences. Since there is a smaller population on the app, posts are based on niche topics/interests. Businesses can use the app to help gain customers, engage audiences or build brand awareness, especially if they are interested in connecting with a specific audience.

Although it may require additional steps to join another social media app, Threads could be important from a business perspective, depending on the audience you want to reach. If Threads helps you with your target audience, then it is worth the download. If your audience is not on the app, then you should pause and consider your options.

AI in recruitment

Embrace but Don’t Replace: The Role of AI in Recruitment

by Recruitment AdvertisingUncategorized

AI in recruitment

It’s not a question of should employers be using Artificial Intelligence (AI) in their hiring efforts, but how? Employers are both excited and worried about leveraging AI in their recruitment strategy. According to LinkedIn’s 2024 Future of Recruiting report, 62% of Talent Acquisition professionals are optimistic about AI’s impact on recruitment, yet only 27% say they are using generative AI in their recruitment process (January 2024).

Over the years, digital technology has radically transformed the employment landscape. From online job boards with one-click applications to automated job matching and talent communities to virtual chat and interview platforms, the process has become easier and more efficient for both job seekers and recruiters. Organizations are always looking for ways to streamline the hiring process, get ahead of the competition, and reach qualified candidates.

AI FOR JOB SEEKERS

Job seekers are using AI to generate resumes and cover letters, match and auto-apply to job openings, and even prepare using AI speech coaches and AI interview prep resources. According to LaSalle Network, a national staffing firm in Chicago, 70% of college seniors use artificial intelligence to craft resumes and cover letters (March 2023). An experiment at MIT Sloan found that job applicants who use AI to boost their resumes to improve spelling and grammar were 8% more likely to be hired (April 2023).

AI FOR EMPLOYERS

Interestingly, most employers are probably already using some form of AI without even knowing it. For the last few years, sourcing tools and programmatic platforms have already been using AI technology. But as the technology advances, employers are finding even more ways to use automation to relieve many of the high volume, time-consuming tasks that fall on increasingly small HR departments. AI can help find and screen candidates, enhance candidate engagement, streamline the hiring process and even mitigate bias. But what about human connection, judgment, and intuition? Recruiters will have to work even harder to discover the real candidate and their story behind the AI algorithm, build genuine connections and assess workplace fit.

Here are some ways that leveraging AI can benefit employers:

  1. Matching technology: Analyze resumes, job applications, and online profiles to match top candidates for prescreening and sourcing.
  2. Reduce time to hire: Automate tasks to increase efficiency and speed up the process.
  3. Enhance candidate experience: Automated communication and follow-up will improve process from application through hire.
  4. Harness the power of data analytics: AI can analyze large amounts of data quickly and accurately to help identify trends and provide insights.
  5. Remove bias: By focusing on skills and qualifications, AI contributes to fairer and more inclusive hiring processes.

AI certainly has its place and provides many advantages, but it is essential for employers to strike a balance and ensure that human connection and critical thinking remains integral to the recruitment process. AI can be a tool used to assist with automating HR processes to free up valuable time for talent acquisition specialists to focus more on the “human” side of human resources.

Dracula

What “World Dracula Day” tells us about the power of stories

by Personal InterestPublic RelationsUncategorized

Dracula

A decaying, Transylvanian castle … baying wolves … mist creeping through a medieval crypt. An undead aristocrat – who for centuries has fed on the blood of the living – plots to make Victorian London his new hunting grounds.

 

Almost everyone recognizes the premise of Bram Stoker’s Gothic masterpiece, Dracula, which was first published on May 26, 1897. And now, 127 years to the day after the novel first appeared on booksellers’ shelves, “World Dracula Day” celebrations are underway around the globe. In Whitby, England – where, in the novel, Dracula first comes ashore in Britain (in spectacularly horrific fashion, of course) – some 1,200 people gathered today, each clad in their finest vampire attire.

 

Stoker’s tale remains remarkably popular. Never out of print, the novel has been translated into more than 30 languages, and adapted more than 700 times for film, television, video games, comic books, and other mass media. By any measure, it’s among the most influential works of fiction ever.

 

But why? Are people uncontrollably enamored of vampires? No; each year, many books and films with undead themes become commercial flops. Is it because of Stoker’s brilliance as a writer? No; while the Irishman was a prolific author of short stories and novels, Dracula was his lone literary success.

 

Why then? Well, I’d suggest the reason for the novel’s long-term popularity is that people adore good stories. And without a doubt, Dracula is a fabulously good story, brimming with horror, tragedy, romance, action, and – depending on your sense of humor – a measure of comedy. The novel’s essential themes include xenophobia, feminism and misogyny, technology and technophobia; friendship and courage; love and lust; and the nature of evil. Stoker crammed a bit of everything into his 27-chapter novel.

 

So, we’re celebrating something as quirky as “World Dracula Day” because Dracula is a great story. That’s a pretty straightforward formula for success, and one I’m ever mindful of in my role as a public relations professional.

 

When I help a client communicate, the tools at my disposal include social media, news releases, speeches, videos, conferences, op-ed columns, events, podcasts, photography, and even a blog like this one. Likewise, there’s a wide range of potential audiences, including the general public, journalists, clients, employees, other influencers, and a host of others. But whatever tools I use, and whoever I’m reaching out to, I know telling a compelling story is a proven, age-old way to attract attention and stimulate interest.

 

Now if I can just figure out how to incorporate a vampire into my next news release…

SCG police recruitment

The Challenge to Recruit Police Officers

by AdvertisingMarketingRecruitment AdvertisingUncategorized

SCG police recruitment

The events of 2020 led to changes in all areas of life, many of which we are still feeling today. In the recruitment world, one of the major impacts was an increased difficulty in the recruitment of police officers. For years, hiring police officers had already become a challenge; but it was accelerated by the COVID pandemic and George Floyd protests in the 2020.

 

Police departments across the country are severely understaffed and struggling to attract applicants. For instance, late last year the Philadelphia Police Department was down nearly 1,000 officers with another 600 set to retire in the next 2 years including 121 on a single day in January 2025.

 

At SCG, we’ve partnered with police departments to bring our expertise in recruitment advertising to address this challenge. Through interviews with officers, we gained an understanding of the different paths that led them to a career in law enforcement. For many of them, becoming a police officer was not their first choice and chose it because they were not satisfied in their current career; while others truly wanted to make a difference and help others in their community. We used this information along with feedback from the people within the communities being served to develop effective messaging that appealed to potential candidates who have not considered law enforcement as a viable career.

 

Creating an effective message was the first part of the challenge. Delivering it to the correct audience is just as important. To that end, our advertising included a blend of traditional (Indeed, radio, billboard, Facebook/Instagram) and non-traditional media designed to reach candidates through multiple touchpoints. We also incorporated media designed to specifically reach minority audiences that were under-represented in the police force.

 

Some of the more unique options we’ve utilized are:

 

  • Securing a NASCAR sponsorship featuring a car wrap
  • Advertisements and a recruitment table at local gyms.
  • Geo-fencing music festivals.
  • Endorsement from a retired professional athlete who is now a local media personality
  • Snapchat filters at targeted events

 

This forward thinking to look beyond conventional media combined with our expertise in developing a message that addresses each client’s specific challenges. Specifics are key to helping our law enforcement agencies in overcoming this challenge they currently face.

To read more on our work with law enforcement check out our other article on police recruitment and the NASCAR event for NJSP!

 

Working Mom, Mothers Day

Life Lessons from a Working Mom

by Recruitment AdvertisingSCG NewsUncategorized

Working Mom, Mothers Day

As Mother’s Day approaches here are some life lessons from a working mom.

First, I find myself thinking about the amazing mothers in my life: my own mother, grandmother and mother-in-law; the women in my family who are mothers; and my friends and colleagues who are mothers. They inspire me every day, and I’m constantly learning and seeking advice from them.

As a Senior Account Manager, Recruitment at SCG Advertising + Public Relations, and the mom of a vibrant 3½ year old girl, I find myself in a constant balancing act between my job responsibilities and career ambitions, prioritizing quality time with my daughter, taking care of my own well-being, household obligations, and finding time to sleep. Over the last few years, I have come to realize that there are surprising parallels between my business life and parenthood, and the valuable lessons I’ve learned apply to both areas of my life.

Here are seven lessons for parenting and business life:

  1. Ask for Help

There is a tendency to try to figure things out ourselves, maybe for fear of admitting weakness. But as the saying goes, it takes a village to raise a child, and at times, relying on friends and family for advice, support and even babysitting, can make a difference. At work, there are times we need to collaborate, ask questions, and work as a team to provide the best solutions.

  1. Know When to Say “No”

Clients and children are both demanding. Whether it is an unreasonable request or a project that is out of scope, we need to understand that sometimes, it is ok to say no. In parenting, kids need to learn boundaries and that not everything is attainable, in order to grow and learn in a safe environment.

  1. Life is Unpredictable

With kids, much like in the fast-paced advertising world, we face unexpected challenges. Whether it’s a last minute request from a client or a sudden fever in the middle of the night, learning to roll with the punches, adjust on the fly and find creative solutions is essential. And the more prepared we are from the start, the easier it becomes to adapt as needed.

  1. Patience is a Virtue

Whether you are waiting out a persistent toddler or sending the ninth follow-up to a client, patience is essential to success. In both areas of my life, being patient helps me understand my client (or child’s) needs and make better, more informed decisions.

  1. Cut Yourself Some Slack

I admit it, I have closed myself in the bathroom and cried over my child. There are days when it feels like I can’t do anything right, both at work and at home, but then I remind myself that I’m doing the best I can and we don’t have to be perfect to be a good mom or good at my job.

  1. Try a Different Perspective

Sometimes the easiest way to peacefully end a tantrum is to redirect – offer a different toy, sing a song, or go for a walk. The same is true at work, as there are times I find myself stuck on a project or having writer’s block, and I find the best approach is to take a step back and try a new perspective.

  1. Carve Out Me Time

My child comes first. But in order to give her the best version of myself, I need to take care of myself as well, whether that’s finding time to exercise, relax or pursue a hobby. Work demands and schedules can make it difficult but it is still important and necessary to achieve work/life balance to recharge.

 

As a working mom, I’m proud to have the opportunity to care for my daughter and help provide for my family. I want her to grow up seeing firsthand that you can achieve as many things as you want in life. And at the end of the day, I shut down my computer and enjoy the moments with her. I know they will fly by.

Back to the Classics: A Suggested Reading List

by Personal InterestPublic RelationsUncategorized

I’m a public relations practitioner, and my profession’s core is communication– the development and expression of ideas and information. I’ve been at it for a long while, but I still find it beneficial to periodically return to the artistic classics of communicating, whether in the form of music, film, or literature. These provide us with a standard of excellence, while reminding us what true clarity of thought looks like.

 

With all this in mind– and also for fun– I’ve compiled a chronological list of seven classic novels (complete with general remarks) I enthusiastically recommend to anyone who’s ready to take a break from the here and now and gaze back upon the exceptional.

 

Wuthering Heights (1847), by Emily Brontë

Fabulously atmospheric, it’s a darkly troubling love story featuring multiple narrators and a series of flashbacks. The fact that this was Brontë’s only novel (she died in 1848, at age 30) is a tragedy for all readers.

 

Dracula (1897), by Bram Stoker

Thrilling, harrowing, and terrifying– this is the gothic novel that laid the foundation for modern horror. Dracula is about the vision of pure, ancient evil, and the circle of friends who dare to defy it.

 

Hound of the Baskervilles (1902), by Sir Arthur Conan Doyle

The Sherlock Holmes canon is composed of 56 short stories and four longer works. Collectively, they’re the origin of modern detective fiction, and this novel is the best of them. Also worth noting, Conan Doyle is a vastly underrated writer.

 

A Portrait of the Artist as a Young Man (1916), by James Joyce

To me, Irishman James Joyce is the greatest writer of modern English– and this is his most accessible novel. It’s a coming-of-age tale, and though set in late nineteenth-century Dublin, it remains stunningly modern.

 

The Great Gatsby (1925), by F. Scott Fitzgerald

Considered by many to be America’s finest novel, it’s a window into a very different time– but with characters and themes that remain entirely relevant. Speaking of those characters, they’re detailed, layered, and brimming with intrigue.

 

Lord of the Rings (1954-1955), by J.R.R. Tolkien

This series is one epic fantasy tale divided into three volumes. Tolkien draws upon the root myths and legends of northern Europe to weave what I consider the most powerfully magical novel in the English language.

 

Watership Down (1972), by Richard Adams

All the main characters are rabbits. Really. It’s a mesmerizing, edge-of-your-seat story with marvelous heroes and one of literature’s most wicked villains. Also– its author didn’t begin writing until he was 46 years old.

 

Kurt Praschak

Vice President, Public Relations

SCG Advertising & PR