Crisis PR

Posted on October 30th, 2013 by Skye-Lynn Ferch Categories communication

Crisis PR

Murphy’s Law states, “If anything can go wrong, it will.” In business, being prepared for a crisis is a strategic tactic everyone must practice. A crisis is defined as anything that hinders your business, threatens to harm your organization, stakeholders or customers. A crisis can occur from natural or unnatural causes. It is important to know what to do and what not to do when a crisis strikes.




Communication is key in crisis management. Your customers, employees, their families and loved ones will want to know how the crisis will affect them. What you or your designated spokesperson says or doesn’t say essentially can have a big impact on your business.


Anything can happen in times of crisis so you need to be prepared. Plan for the worst-case scenario and create a crisis plan that will walk you and you business step-by-step through crisis. A crisis plan is a must have for any business. It contains everything you and your company will need to get through the crisis.


It is best to designate one speaker communicating on the crisis; this could be the PR specialist or CEO. If they are not trained in public speaking, prepare and have them practice how to speak in front of a news conference or on camera during an interview.


What not to do:

  • Never place blame, pointing the finger away from you just makes you look guilty.
  • Don’t deny the crisis exists if it clearly does.
  • Don’t try to justify the damage done.


In times of a crisis, be honest, pay extra attention to your publics and answer any questions they have, stay positive and move forward the best your company can.


Posted on October 23rd, 2013 by Skye-Lynn Ferch Categories Advertising


In the digital world that we live in, follow, advertise and market in the newest trend is hashtaging. However, when using hashtags (#) there is a guide one must follow in order to maximize the newest trend in gaining an audience or followers. Yes there is a proper way to hashtag in the social network world, which clearly individuals who do not know the etiquette will hashtag everything, even partial or whole thoughts.


Justin Timberlake and Jimmy Fallon demonstrated the over use of hashtags in a recent skit for Jimmy Fallon’s show.


Although hashtags have been used on the Internet long before social media websites such as: Facebook, Flickr, Google+, Pinterest, Tumblr, Instagram and Twitter; with its 140 characters limitation, really brought hashtags to their popularity and the forefront. The hashtag is primarily used to group together related posts, topics and categories to one central search. According to Twitter in 2011, reports showed that 10 percent of tweets will include a hashtag.


When you are using hashtags in your marketing and advertising, remember to keep in mind that Twitter hashtags are a powerful social media tool for business promotion and trend tracking. To hashtag like a pro here are some things to remember when hashtagging for your business.


– Keep hashtags brief!

– Hashtags should be directly related to the topic at hand.

– Posters can include more than one hashtag within a single Tweet.

– Hashtags can be and are directly searchable to everyone.

– Hashtags serve a universal purpose however can be perceived differently on different sites.

–  To make an impact, check the popularity of your hashtag before using by going to

– Never use spaces even if there are multiple words in a hashtag. Separate them by capitalizing the first letter of each word.

– No punctuations are required! I.E. commas, exclamation points, periods, question marks and quotations.

– Using numbers is okay.

– Hashtags are being used to set the tone and voice of brands, businesses and individuals.

– Create your own hashtags.

– Use hashtags to generate a buzz. Create a contest, raffle or promotion is a great way to get Twitter talking about your brand.



Above all, Hashtag with context and add to conversations, it will take those tags further or maybe even viral!



Marketing for the non-tech savvy

Posted on October 16th, 2013 by Skye-Lynn Ferch Categories communication

Marketing for the non-tech savvy


Last week we blogged about how marketing is shifting to the digital world and your business should move along with it too, but lets not forget the traditional tactics of marketing. These tactics have proven successful over many years and continue to bring success to businesses. There are a few strategies you can perform to stay in the eyes of your target audience without going online.



Direct mail may seem dated, but the reality is people still check their mailbox daily. If you send out a direct mailer and it is eye catching or grabs their attention they are going to at least glance at it more than email in their spam folder. An advantage for you is that most businesses are moving towards emails, so you have more of a chance of your business being seen sending direct mail.


According to Forbes, people are watching more TV, for a longer time, than surfing the web. Product placement and in-show advertising are proving effective in influencing what consumers are purchasing. Consumers will be more likely to remember your product if they see it in their favorite show, so be strategic in your placement of ads to reach the most potential consumers.


Handing out “swag” as a promotion is the newest way to draw in a customer. Customers love little samples of items, it helps them decide if your new product is for them. More companies are utilizing this tactic and seeing a success with it.


Finally, network, network, network! This is probably the easiest way to find out what your market is interested in and the best way to reach an audience is to get out there and connect with them offline. Word-of-Mouth (WOM) is a huge reason why people try companies out, and this promotion strategy is free! Getting a positive WOM spread of your products or services is sure to bring in business; consumers base their perception of a product/ service first on what they hear from their influencers.


Traditional marketing strategies are not to be forgotten, so if you decide your business will benefit from combining both digital and traditional strategies, here are some tips. Remember, with any campaign, the key to being successful is doing your research to know which outlets work best.

Advertising Trends of 2013

Posted on October 9th, 2013 by Skye-Lynn Ferch Categories Advertising

Advertising Trends of 2013

Years ago, most of us probably pictured our lives in 2013 to be much different than they currently are. Flying cars, humans living in pods in the sky and meals consisting of a dinner pill were standard predictions for the average human. Though we are not The Jetsons yet, the rate at which technology is developed and perfected in today’s world is astonishing. The Internet has drastically affected the way information is obtained and shared, and profoundly affected the approach to advertising and marketing.


In 2013, while traditional forms of advertising and marketing are still quite effective, the latest trends are shaping how we engage our audiences via digital platforms. Our world has become so integrated with technology that we carry computers in our pocket and access everything we need on the run. Subsequently, if you’re not mobile ready, then you’re doing yourself a great disservice. According to an infographic from, “47% of marketers indicated that the rise of mobile Internet is highly significant for search marketing”.  In 2013, mobile retail sales are projected to reach somewhere around $38.4 billion, and roughly 46 million Americans will use a mobile coupon. If you want your advertising to be effective, mobile is the way to go.


Did you know that the average Internet user spends 20.4 hours a week on the web? As a result, email marketing has become a crucial tool for staying in front of your audience. Not only is email the preferred method of communication, with 216 million users, it’s also incredibly cost effective and produces instant, manageable results.  To move back to mobile effectiveness, 88% of the 216 million email users check their messages on their phone daily.


The future of digital marketing and advertising is here. The Internet is our marketplace, our mailbox and our conference room all in one. Grab your target audience’s attention by being mobile ready! What better way to be seen on a consumers phone than in an email message? That’s where you’re going to capitalize on your ROI. At The REFUGE Group, we specialize in keeping you in contact with your target audience through social media, email marketing and public relations.

Are you using Google+?

Posted on October 2nd, 2013 by Skye-Lynn Ferch Categories Advertising

Are you using Google+ ?

If you haven’t heard, the latest movement hitting the social networking world is Google+. The networking service was created in 2011 but is just now gaining the title of the “next big thing” in the digital world. In early 2013, Google+ had close to 360 million active users and is projected to grow even more. If you are not on Google+, here is why you should be.


You can place people into different circles and manage who sees what. You are able to converse with each group on separate topics, making your engagement more personal. In your business you might have certain messages to relay to different target audiences, and this feature allows you to do so without posting a one-for-all message.


Imagine a place that allows you to interact and meet people whom all share the same interests; communities does just that. It connects users with others who are posting about the same topic. You can use this to benefit your business by reaching out to those who already show an interest in what you are offering. You can also plan events within this feature, making it easy to send out invites to just the right people.


Hangouts are where you can catch up with your followers/friends with video, voice calls or share photos. You can have up to a 10-person conference call from all around the world (for free), and share photos and emojis in your conversation. Another great thing about the video aspect is you can pre-record your videos to post to the web at a later time.


Since Google is the creator, your business’s Google+ profile will always pop-up on the top right of the search results.

With the unique features offered, it is no wonder it has millions of users and is the next big thing! Google is creating a new way of communicating with its easy-to-use, engaging social networking site. Now is the time to join, the media buzz surrounding the site is bound to draw in many more users.