Tamara Sykes: “This is how you build a community on Twitter”
What is #PRLunchhour on Twitter, why shouldn’t communication be goal-oriented and how can you use storytelling in order to increase your value on social media? Tamara Sykes, PR manager for Postali, shares her best insights on creating communication that inspires, building a Twitter community, and utilizing the skills you already have.
Tamara Sykes, PR Manager for Postali
Tamara Sykes is the PR Manager for Postali, where she for the past two years has worked with digital marketing and increasing the outreach of US-based law firms. Sykes also has a background in communication as an SEO strategist, PR Specialist, and Content Creator. Her work has been featured in Forbes, Moz, and Semrush. However, Sykes mostly focuses on growing her own social media channels in order to reach a broader audience. Specifically, Twitter has been a pivotal source for finding a community, building credibility, and standing out from the crowd in a fast-moving industry.
Tell us a bit about you and your work. What made you start working in communication?
- What I do is storytelling in the form of Digital PR and Content Marketing at Postali, I do this specifically for small to midsize law firms based in the United States. My goal is to help improve their website's visibility and help each attorney build authority in their practice areas, as well as with their ideal clients.
You got featured in Prowly Magazine as one out of 20 PR influencers one has to start following on Twitter. Why is Twitter such an important platform for you?
-My Twitter journey started with a desire to connect with fellow professionals in my industry. That included wanting to communicate with journalists, fellow PR & Communications Pros, marketers, etc. I created my profile and searched for the people I wanted to be social with. Today, it’s one of my favorite social media platforms! It's all about conversations, community, and news. I've used Twitter as a digital marketer for over eight years, and, honestly, the journey has been very doable for my personal brand and legal PR.
“I've used Twitter as a digital marketer for over eight years, and, honestly, the journey has been very doable for my personal brand and legal PR.”
What’s the key to “making it” on Twitter?
-When you share a social media post, you are talking to people. They're scrolling through their feeds looking for something of value to them, whether it's funny, educational, or a product and service that solves their issue – the same thing applies to a blog post, or any other type of content with a purpose. When I remember this in my work, I get better results and build traction over time for my clients. When you pitch a journalist, you're pitching to another human. They have deadlines, bosses, KPIs, and personal lives too.
#PRLunchHour
Sykes, together with the authors and PR consultants Tonya McKenzie and Michelle Garrett, hosts a live cast on Twitter every week under the hashtag #PRLunchHour. The sessions provide a space for viewers to interact and discuss all things PR-related for one hour. The concept resembles a podcast –where people get the chance to learn and get inspired by experts. However, #PRLunchHour also gives viewers an opportunity to be a part of a community, something that Sykes herself conveys as an important part of developing professional communication.
-Community is really important, once I found mine, I began chatting with other people in the industry and learning from them. Sometimes that happened on my Twitter feed, and, at other times, it happened in DMs. Beyond that, I share my thoughts and interesting articles on my feed. I start conversations and share my wins and struggles, which has led me to be seen as someone who's "made it on Twitter."
Have you faced any challenges throughout your career? How did you handle it?
-A big challenge I've navigated throughout my career is how connected I should remain to the 24/7 news cycle and social media. As a marketer, especially in PR, it can feel as if you have to be tuned in 24/7 to be good at your job. However, that's not always the case. You have to give your mind a break to be your most productive.
What’s the most important insight you’ve gained throughout your career?
-The most important lesson I've learned throughout my career is to never forget there's a human on the receiving end of your email, PR pitch, social media post, or blog post. As PR-pros and marketers, we can get caught up in the metrics, hitting goals, and getting our message across. But the truth is, marketing is all about having conversations.
“As PR-pros and marketers, we can get caught up in the metrics, hitting goals, and getting our message across. But the truth is, marketing is all about having conversations.”
What are your top three pieces of advice to other Comms Professionals?
Find a PR Community that you can be a part of, contribute to and learn from. It will keep you motivated as you execute your work and it'll give you access to like-minded sounding boards when you feel stuck or need help.
Try to build relationships with journalists before you pitch by reading their work, engaging with them on social media or email, and then connecting with them offline (if they are open to it).
Don't neglect self-care! Public Relations (PR) is demanding work. Make sure you get enough sleep, take care of your health, celebrate wins, and unplug regularly.
Who inspires you in your work?
In PR, I'm inspired by Michael Smart and Gini Dietrich. They both have an unique approach to PR and aren't afraid to adapt their techniques to match the changing media landscape. They have created PR brands that help fellow PR pros to succeed in their work – that's amazing to me!
Lastly, who do you think should be our next Great American Communicator?
I have more than one suggestion! I would love to see you chat with Michelle Garrett, Tonya McKenzie, and Molly McPherson.
GREAT AMERICAN Comms Professionals - A Content Series
What is it that makes great communication great? We live in a time where distractions are everywhere. Studies show that the average American gets exposed to between 4000 and 10 000 ads every day, and they all have one purpose in common – getting our attention.
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