Happy Halloween! There are no tricks here, only treats as we get to know Laura Kaslow in this week’s Social PR Spotlight.
Laura amazes me with her constant energy and inspires me with her boundless enthusiasm for not just what she does, but for how she constantly gives back to the communities she’s involved in (including being a Skimm’bassador, just like me!). So believe me, to get to know her really is a treat!
Introduce yourself – who are you and what do you do?
I’m Laura Kaslow, Senior Public Relations Specialist at Blue Cross and Blue Shield of Minnesota.
Why do you care about Social PR?
In order to be good at public relations, you have to care about people. That’s why Social PR is so important, it brings the profession back to remembering that this is a person-to-person engagement. Even when I’m working with a reporter, I have to think about each person they are communicating with through their writing.
If you want to be authentic, you have to think about the person you’re talking to, otherwise you’re talking to an empty room.
When you’re good at Social PR, you’ll know it because if you’re talking to an empty room, no one will engage with you or they’ll give you a whole lot of lip about how off the mark you are.
Immediate feedback is powerful stuff and Social PR lets us do that.
What’s your secret Social PR Superhero power?
I’m a total WOO-er (winning others over, that is). PR is all about relationships. And, you have to be your most authentic self in-person and online. You have to WOO as a person and as a business.
I use my WOO powers to make my business WOO and engage more followers (excuse me, people).
How are you using the Social PR Virtuoso Master Course to grow your Social PR superpowers?
I am a big believer in the importance of measurement. I’ve taken lots of notes and lessons for how to approach strategy and measure success from the Virtuoso Course to apply into my work.
As I’ve worked to evolve capabilities within my company, metrics has been really important to me. So, I definitely have taken a lot out of the great layers of measurement tools that the course has given me.
Also, I love the “cheat sheets” I got out of the course. I’ve saved all these great files in Evernote and have them at the ready for quick reference.
There are so many courses where you go you learn, you come home, you forget. I don’t forget with this because I’ve saved everything for LIFE.
(Thank you, Evernote, but really, thank you Shonali!)
What is one Social PR campaign you’re in love with? Why?
Everything that Dove does with their Real Women campaign. I know that goes far beyond social, but social media has been a huge driver for that campaign.
Again, it goes back to that authenticity.
I see Dove asking women to love their curls (I have naturally curly hair) or sketch what they think they look like “Oh man, is that me? Do I feel that way?” (Hint: the answer is always yes.)
The campaign is brilliant and has a timeless quality to it that crosses race, generation, and has even expanded to encompass men through the “Real Strength” campaign. I love it so much I’m even more apt to buy Dove products just because of that campaign. (I don’t know many other brands I do this for purely based on a campaign.)
What tip(s) would you give those starting on the road to Superhero-level Social PR?
Be your most authentic self and keep a close eye on those who are their most authentic selves. See through those who are giving you a sales pitch over social media. If I’m on Facebook ogling over my friends cute babies, I want the business posts I see to feel just as authentic as the real people I interact with IRL. So, my best advice is to think about that as you write.
Don’t sell me a product, talk to me as a person about a meaningful experience. Make me believe you (your company) is worth my time and interest.
Who inspires you? Why?
My good friend Aimee. There are some friends that feel like soul sisters and she’s one of those people for me. She’s just finished her Ph.D. and is doing a kick a** job starting her own business.
I admire entrepreneurship a lot. I wish I had the mojo to be an entrepreneur.
Also, she teaches me a ton. I’ve been honored to help be her social media and marketing adviser. She’s doing some great work and I really respect her. (Her amazing integrated health program is at www.bestrongpeaceful.com.) Also, she seems to think I teach her a lot in return. So, we’re a good balance for each other.
If you could only eat one thing for the rest of your life, what would it be and why?
Potatoes. They are delicious and starchy and I can make them a bunch of different ways. I’m a Midwest girl so I love me some potatoes.
Nothing like a homemade meal! You can learn more about and talk to Laura via Twitter and LinkedIn.
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