The Loop: July 2023

Welcome to The Loop! July 2023

Understanding Micro Videos

[vc_toggle title=”Read More”]Understand the platforms.

When making short form video content, it’s essential to keep your audience in mind – make content personal, hook them fast and focus on storytelling. The abrupt, choppy editing style might be unpolished, but it can help people understand information faster.

In fact, to create content that feels authentic on these – largely entertainment-based – platforms, you don’t want to make overt advertisements. So, allow your content to be unpolished, trust the creator to present your message and try to let go of some of your corporate branding guidelines. This content requires little production and is low or no budget, but you should still prioritize quality over quantity. If you commit to producing quality content, these platforms offer a powerful means to grow your audience. TikTok, Instagram Reels and other micro video algorithms help content reach broader audiences compared with other platforms. Plus, videos are often re-posted to other social channels, allowing you to reach audiences that aren’t on the original platform.

Focus on authenticity.

Short form videos provide an enticing avenue to authentically showcase your brand mission and culture. They allow you to build trust in your brand by advertising your message with content that doesn’t look or feel like an ad. But first you need to nail down your voice – what works for one organization won’t necessarily work for another. Look for opportunities to showcase your position as the conversations are happening. Put those you’re advocating for front and center and accept that you won’t be sharing your message in a perfectly curated form. Unscripted testimonials will have some imperfections, but the voice will be authentic, helping your audience connect with the message.

The TikTok regulatory outlook is still unclear.

There’s much discussion about potential future regulations on TikTok – federal employees are already banned from downloading the app. Montana became the first state to ban it entirely, but how or even if that ban will be implemented is still unclear. There have been federal bills introduced to ban or restrict the app, but only one has bipartisan support – Warner-Thune’s RESTRICT act. RESTRICT has White House backing but lacks House support, as they’re seeking a stronger ban. Another bill to keep an eye on is the No Funds for Enablers of Adversarial Propaganda Act, which would refuse federal funds to anyone that has a partnership with TikTok. However, any outright ban could encounter legal pushback over breaches of the First Amendment, and location-based enforcement would be difficult for users that employ VPNs. The future regulatory landscape is unknown, and anything that does pass will still face significant implementation challenges.[/vc_toggle]

Professional Development Spotlight

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Doing Good for the Profession

[vc_single_image image=”131986″ img_size=”large”] [vc_toggle title=”Read More”] Just this year, the foundation launched its signature Hogans Fellows Program. In the 2022 Social Impact Report, it was found that only 20% of public affairs staff were people of color. The Hogans Fellowship was developed by the Foundation’s in response to this disparity with a focus on improving the executive pipeline through diversity.  It offers emerging leaders from diverse backgrounds the skills needed to stay and excel in the profession.  Twelve fellows were chosen for inaugural, year-long cohort program where they participate in skills training, mentoring and networking opportunities. Recently, the fellows gathered at Altria’s D.C. office to discuss brand building and network diversification.

In addition to its workforce development initiatives the Foundation publishes research and reports annually to address trends and issues in public affairs. Recent reports include the 2022 Social Impact Report and Lobbying for Good.  Later this month the foundation will release the updated version of the popular Measuring and Communicating the Value of Public Affairs report.

The Foundation’s programs are run separately from the Council and depend on donations for support. When you support the Foundation for Public Affairs you support important research to advance the profession and critical workforce development initiatives and others early in their careers.

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