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Shelley Pringle
Attended Ivey School of Business
Lives in Toronto
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Shelley Pringle

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Find out how many brands are missing the mark when it comes to moms, while others are creating highly shareable content to engage this desirable consumer group.
 
Creating Contagious Content for Moms: What Brands Need to Know
If your brand targets moms, your social media strategy may need a major overhaul, according to a recent study conducted by Yummy Mummy Club (YMC) in Canada.

“Brands still think that pushing out stories about how great they are will resonate with moms,” +Erica Ehm, the founder of YMC, told me. Instead, she suggests brands share their message in a meaningful way. It may be a subtle difference, but it’s an important one.

Ehm launched YMC to create an online destination to help multitasking moms manage their busy lives with advice on parenting, pregnancy, fashion and more. Earlier this year, she conducted an online survey with 1,674 YMC members. While many of the findings are predictable, others are startling.

In the predictable category: moms are active on social media; 90% of those surveyed share content on social networks; and, most of the time, moms hang out online on Facebook (although half also visit YouTube, blogs, Pinterest, and Twitter at least weekly).

The startling results: less than 2 out of 10 (19%) of moms surveyed say they have had a meaningful interaction with a brand on social media.

“What we found with those 19% who did indicate they’d had a positive interaction, it was a customer service interaction,” Ehm said. “The upside is brands are managing relationships with current customers. But marketing isn’t just about keeping customers happy. It’s about getting new customers.”

While the YMC study is a dismal report card on brand’s online interaction with moms, some brands are creating contagious content (highly shareable videos, blog posts, tips and photos) for moms that allows these products to engage effectively on social media. 

Here are 10 examples of brands getting it right with moms in a number of ways. 

Read the full post here: http://polarisprinc.com/creating-contagious-content-for-moms-what-brands-need-to-know/

Pin it for later here: https://www.pinterest.com/pin/147633694011812383/

#contentstrategy   #socialmediastrategy  
If your brand targets moms, your social media strategy may need a major overhaul, according to a recent study conducted by Yummy Mummy Club (YMC) in Canada. “Brands still think that pushing out stories about how great they are will resonate with moms,” Erica Ehm, the founder of YMC, told me.
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Tame your public speaking butterflies with these PowerPoint presentation tips from SlideShare.
 
PowerPoint Presentation Tips from 7 Stellar SlideShare Decks
With few exceptions, almost everyone is at least a little anxious about public speaking. 

Whether you’re gearing up for an important marketing presentation to the board—or making the toast at your brother's wedding—you likely struggle to get those butterflies flying in formation.

PowerPoint decks present their own unique challenges. 

Is your font large enough for the audience to see it from the back of the room? 

Do your images support your message?

Are you telling a story ... or regurgitating the bullet points on your slides?

To discover answers to these common questions, find solutions to the public speaking jitters and suggest some useful PowerPoint presentation tips, I turned to SlideShare.

There's certainly no shortage of compelling PowerPoint presentations on SlideShare. Here are a handful to help you with design, images, fonts, better public speaking skills and more. 

Read the full article here: http://polarisprinc.com/powerpoint-presentation-tips-from-8-stellar-slideshare-decks/

Pin it for later here: https://www.pinterest.com/pin/147633694011740186/

#publicspeaking   #presentationtips  
With few exceptions, almost everyone is at least a little anxious about public speaking. Whether you’re gearing up for an important marketing presentation to the board—or making the toast at your brother's wedding—you likely struggle to get those butterflies flying in formation. Pow
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Most of the time, we don't recommend do-it-yourself to our clients except for a few exceptions. If you work for a small company with a negligible marketing budget, use your smart phone. Otherwise DON'T.
 
DIY or Professional Video: Which One is Best?
Almost anyone can shoot a video with a smart phone. Yet if you work for a large company with a good reputation, should you?

Marketers trying to get budgets approved to produce professional video sometimes face objections from CFOs (or even CEOs) who argue: “We all have iPhones. Why can’t we just do it ourselves?”

I asked Tom Symes, senior vice president of video at Fifth Story, a Toronto-based company specializing in content marketing, to provide some ammunition to counter the do-it-yourself argument. 

Tom is qualified on the subject—last year Fifth Story completed over 180 video production projects, including 160 online videos, 20 television spots and 4 PSAs.

In an email exchange, here’s what he told me to help your management team decide between DIY or pro video.

Read the full story here: http://polarisprinc.com/diy-or-pro-video-which-one-is-best-for-your-brand/

Pin it for later: https://www.pinterest.com/pin/147633694011666925/

#contentmarketing   #videoproduction  +Fifth Story 
Almost anyone can shoot a video with a smart phone. Yet if you work for a large company with a good reputation, should you? Marketers trying to get budgets approved to produce professional video sometimes face objections from CFOs (or even CEOs) who argue: “We all have iPhones. Why can’t we j
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If you can learn these 3 important lessons from media training, you’re on your way to becoming a spokesperson super star.
 
3 Essential Lessons from Media Training Every Spokesperson Should Learn

We have a very simple philosophy about media training. It should provide a spokesperson with the tools needed to conduct effective media interviews when we’re not there to support them.

Of course, it’s our job to run interference with media on their behalf: responding to media inquiries, providing proper briefings, suggesting key messages and analyzing their interviews.

However, someday they will need to prepare for a media interview and won’t have access to communications expertise. 

When that day comes, there are 3 essentials they need to know about conducting effective interviews.

Read the full post here: http://polarisprinc.com/media-training-3-essential-lessons/

Pin it for later here: https://www.pinterest.com/pin/147633694011597565/

#publicrelations  
We have a very simple philosophy about media training. It should provide a spokesperson with the tools needed to conduct effective media interviews when we’re not there to support them. Of course, it’s our job to run interference with media on their behalf: responding to media inquiries, prov
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Hiring a PR agency? What's it going to be: small firm or large?
 
PR Agency: Multi-National versus Boutique
Careers are funny things. You often end up in a place your younger self would never imagine. 

Freshly armed with a BA in English Literature, I wanted to be a librarian. That was many years ago and here I am today running my own PR agency. 

What happened?

The library job wasn’t such a great fit. I moved across the country, attended business school and after graduating, I landed a marketing job at Unilever. 

My first assignment was assistant product manager on Becel Margarine, a heart health brand with an active public relations program managed by the client team and Burson-Marsteller. It was my first exposure to PR.

I ultimately decided PR was the fun part of the marketing business. After Unilever, I worked for a boutique PR agency that specialized in beverage alcohol and gourmet food. I managed the Jack Daniel’s and Bacardi rum accounts. I was right—PR was definitely fun.

To round out my experience I also spent 4 years at multi-national Hill and Knowlton and another 4 at an integrated marketing communications agency. When the latter merged with another company, I stuck around for 6 months but eventually decided the new, merged culture wasn’t for me.

What next? Polaris Marketing and PR was born.

I’ve seen the public relations world from many sides—from a client’s perspective, and from the inside working at 2 boutique PR agencies, a mid-sized firm and a large multi-national. 

If your company is hiring a PR agency, I’m qualified to offer a perspective on the pros and cons of large versus small firms.

Read more here: http://polarisprinc.com/pr-agency-multi-national-versus-boutique/

Pin it for later here: https://www.pinterest.com/pin/147633694011557199/

#publicrelations   #pr  
Careers are funny things. You often end up in a place your younger self would never imagine. Freshly armed with a BA in English Literature, I wanted to be a librarian. That was many years ago and here I am today running my own PR agency. What happened? The library job wasn’t such a great
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Have you ever been attacked by an Internet troll? How did you handle the situation?
 
The Best Way to Handle Online Trolls: Engage Versus Ignore
Conventional wisdom suggests the best way to deal with online trolls is to ignore them. 

Don’t feed the trolls, the experts say, it’s what they want and only fuels the flames, encouraging them to continue spewing their vitriolic hatred, racist commentary and/or misogynistic babble. 

Yet two recent victims of online trolling talked back to their attackers with positive results.

On Martin Luther King Day, a racist Twitter troll harassed Seattle-based Ijeoma Oluo about who writes about race, feminism and the arts. Instead of ignoring him, she responded to her troll with Martin Luther King quotes. Part way through the exchange, the conversation turned abruptly when she empathized with him. 

Instead of harassment, an actual dialogue developed between the two. Apparently, the troll was a 14-year old boy who recently lost his mother. His therapist advised him to release his anger on Twitter.

In another instance, Lindy West recently told her story of the cruelest troll she had ever encountered in an episode of This American Life and in an article in The Guardian. 

Read the full post here: http://polarisprinc.com/the-best-way-to-handle-online-trolls-engage-versus-ignore/

Pin it for later: https://www.pinterest.com/pin/147633694011365864/

#internettrolls  
Conventional wisdom suggests the best way to deal with online trolls is to ignore them. Don’t feed the trolls, the experts say, it’s what they want and only fuels the flames, encouraging them to continue spewing their vitriolic hatred, racist commentary and/or misogynistic babble. Yet two
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If you're a marketer or business owner, learn the fine art of how to edit a news release with these 11 suggested steps.
 
The Marketer's Guide on How to Edit a News Release
You know the drill. Your corporate communications department or PR agency emails you the first draft of a press release and asks, “What do you think?” 

It might be an easy task.

If you’ve been working with one writer for a while, the release won’t require many revisions. Yet most of the time, it’s hard to know where to begin—especially if you don’t have a public relations background.

News releases are tricky to write … and to edit. 

Remember how you organized the essays you wrote in college? We structure news releases in the opposite way. Communications professionals write media releases as an inverted pyramid, with the most substantial information at the beginning, and other details following in order of diminishing importance. 

The “inverted pyramid” is how journalists report the news. Understanding this structure will make you a better news release editor. 

Here are 11 additional steps on how to edit a press release and ensure your next release achieves your objectives.

Read the full post here: http://polarisprinc.com/how-to-edit-a-press-release-11-suggested-steps-for-marketers/

Pin it for later here: https://www.pinterest.com/pin/147633694011778807/

#pr   #publicrelations  
You know the drill. Your corporate communications department or PR agency emails you the first draft of a press release and asks, “What do you think?” It might be an easy task. If you’ve been working with one writer for a while, the release won’t require many revisions. Yet most of the
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Regular blogging can have a big impact on your business. Fortunately, there are steps you can follow to enjoy the benefits and make writing blog posts a little bit easier.
 
How to Make Writing Blog Posts Feel Less Like Childbirth
Unless you happen to be a gifted writer, there is nothing simple or painless about writing blog posts. 

Finding an idea, collecting your thoughts and then communicating them in an interesting way that someone will actually read feels like childbirth for most of us.

Yet business blogging is an important part of marketing today. According to research,
 the more your business blogs, the more visitors you’ll attract to your site ... and the more possibilities there are of generating leads and customers. 

Regular blogging can have a big impact on your business. Fortunately, there are steps you can follow to enjoy the benefits and make writing blogs a little bit easier.

Read the full post here: http://polarisprinc.com/a-simple-formula-for-writing-blog-posts-in-8-painless-steps/

Pin it for later here: https://www.pinterest.com/pin/147633694011704115/

#blogging   #bloggingtips  
Unless you happen to be a gifted writer, there is nothing simple or painless about writing blog posts. Finding an idea, collecting your thoughts and then communicating them in an interesting way that someone will actually read feels like childbirth for most of us. Yet business blogging is an i
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Wondering who to follow on Twitter? Here's a top 10 list based on research from Leadtail and Neustar.
 
The Top 10 Must-Follow People on Twitter (the CMO edition)
If you’re a busy CMO wondering who to follow on Twitter, you’ll find a few suggestions in a recent study released by Leadtail and Neustar. 

The report, called Social Insights: CMO Edition, How CMOs Engage with People Brands and Content on Twitter, examines how marketing executives use social media to connect with their peers and learn about marketing strategies, as well as best practices.

Leadtail identified more than 1,000 CMOs and marketing executives at both brands and agencies in the US and Canada. They then analyzed 131,697 tweets published by these marketers between September 15 and December 15, 2014.

Some of the key findings include:
• CMOs are looking for strategic insights from people, publications and vendors to deal more effectively with technology and big data
• Marketing executives are consuming more content traditionally targeted to IT readers
• CMOs love to talk about and share lists of how influential CMOs compare to one another
• The idea of having a large social media audience is changing into building a highly valuable audience
• CMOs get most of their news and opinion from a relatively small number of sources

So who should CMOs follow on Twitter? 

Read the full post here: http://polarisprinc.com/the-top-10-must-follow-people-on-twitter-the-cmo-edition/

Pin it for later: https://www.pinterest.com/pin/147633694011631374/

#twittermarketing   #socialmediamarketing  +Leadtail 
If you’re a busy CMO wondering who to follow on Twitter, you’ll find a few suggestions in a recent study released by Leadtail and Neustar. The report, called Social Insights: CMO Edition, How CMOs Engage with People Brands and Content on Twitter, examines how marketing executives use social m
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If you're going to hire an SEO expert, take the time to understand what they're doing. If you don't, the results could be devastating.
 
Why Every Business Owner Needs to Know a Little Something About SEO

Every business owner needs to know something about search engine optimization. If you don't, your company could be burned, as mine was when Google's Penguin update came along in 2012.

Before Penguin, Google ranked my company either at the top, or near the top, of search results for almost every public relations keyword: Toronto PR firm, Canadian public relations agency, top PR firm Ontario, and on. 

And we'd held those positions for several years.

Sound too good to be true? It turns out it was. 

In 2006, we started working with a reputable search company. As a start, they made a few adjustments to the Polaris site, worked their magic, and in short order we started appearing in search results, gradually rising to the top.

While ranking high was good for awareness and profile, the impact on our business results was actually minimal. We got calls from students looking for internships and some potential clients invited us to participate in RFPS. We won some of those pitches, but still relied primarily on referrals from satisfied customers for most new business. 

Throughout the duration of the search company's contract, I had only a vague understanding of what they were doing. I knew they were building back-links to my site, but I never took the time to understand where those links came from.

That ignorance was a mistake. And it would have been an even bigger mistake if my business relied on web traffic to pay the bills.

Read the full article here: http://polarisprinc.com/why-every-business-owner-needs-to-know-a-little-something-about-seo/

Pin it for later here: https://www.pinterest.com/pin/147633694011588432/

#seomarketing   #onlinemarketing  
Every business owner needs to know something about search engine optimization. If you don't, your company could be burned, as mine was when Google's Penguin update came along in 2012. Before Penguin, Google ranked my company either at the top, or near the top, of search results for almo
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There's good and bad in almost everything but overall I think social media is helping.
 
Is Social Media Helping or Hurting the Women's Movement?
Feminism is all the rage these days. I know because Hollywood tells me so.

Tina Fey and Amy Poehler turned the Golden Globes into a feminist event. And in her Oscar acceptance speech for Best Supporting Actor, Patricia Arquette called for pay equity while the likes of Meryl Streep, Jennifer Lopez and others in the audience whooped in agreement.

Social media and Twitter in particular, amplified Arquette’s words. Briefly,@pattyarquette was a hero to women everywhere … or at least to those with Internet access and a Twitter account. 

Backstage, things fell apart when Arquette elaborated: 

"And it’s time,” she said, “for all the women in America and all the men that love women, and all the gay people, and all the people of color that we’ve all fought for to fight for us now.”

The Twitter backlash was immediate. 

Arquette’s role as hero was short-lived, showing us (again!) that social media has both favourable and not-so-favourable consequences. While social media platforms communicate our message to the masses, they leave us vulnerable to criticism if the masses don’t like or agree with what we say.

Read the full post here: http://polarisprinc.com/is-social-media-helping-or-hurting-the-womens-movement/

Pin it for later here: https://www.pinterest.com/pin/147633694011531840/

#feminism   #socialmedia  
Feminism is all the rage these days. I know because Hollywood tells me so. Tina Fey and Amy Poehler turned the Golden Globes into a feminist event. And in her Oscar acceptance speech for Best Supporting Actor, Patricia Arquette called for pay equity while the likes of Meryl Streep, Jennifer Lopez
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Happy birthday +Randy Milanovic. Have a wonderful day.
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Work
Occupation
PR and Marketing Consultant
Places
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Currently
Toronto
Previously
Vancouver
Story
Tagline
Public relations, social media and content marketing professional at Polaris Marketing & PR. Wife, favourite auntie, dog lover, avid swimmer and reader.
Introduction
Shelley Pringle is the founder of Polaris Marketing & PR, a Toronto-based collective of experienced PR, social media and content marketing professionals who are passionate about achieving results for their clients. Shelley believes that strategic communications can capture the hearts and minds of a target audience, change the way people think and improve an organization’s bottom line.

Shelley has a knack for developing creative solutions that generate results, regardless of a client’s budget. Some of her favorite campaigns include the lost wallet initiative for Investor Education Fund plus award-winning programs for Hallmark Canada, Cadbury Canada and Canada Life. Her experience covers a variety of industry sectors, but she’s happiest when she’s working on consumer products, including food, beverages and personal finance.
 
You can reach Shelley here.
Education
  • Ivey School of Business
    MBA, 1981 - 1983
  • University of British Columbia
    BA, English, 1975 - 1979
Basic Information
Gender
Female