Signs of the times:
- Jeb Bush goes on the offensive, attacking Donald Trump, but does so with a video on the Internet. Trump returns serve via Twitter and Instagram.
- Blue Bell Creameries, founded in 1907, goes all-out on social media to hail the return of Blue Bell Ice Cream to shelves in select markets after a nationwide recall in April due to listeria. For several weeks leading up to the August 31 resumption of deliveries, Blue Bell has been whetting fans’ desire on social media with photos of its ice cream and details about the company’s progress.
- One of the nation’s top college football coaches, Alabama’s Nick Saban, begrudgingly admitted that he’d have to begin tweeting. He called it “a sign of the times” in fact. “I don’t really want to [tweet], but I’m probably going to have to,” Saban told ESPN’s Paul Finebaum in an interview that the sports leader has been teasing in anticipation of its weekend airing (talk about a company that knows how to re-purpose content). A few years ago Saban vowed never to use social media. His shift likely is a reaction to NCAA rule changes that allow increased contact between coaches and recruits via Twitter direct messages. (Yes, I know, Saban is unlikely to tweet himself; he’ll have a staffer or student do it for him. He can afford such luxuries on his $7 million per year salary.)
These examples of well-established people and companies accepting change led me to think how some of our PR colleagues continue to have to evangelize about the utility of social media to senior executives. I had that experience a few years ago, during a brief break from journalism—and I worked at a well-known technology company.
This ruminating about peoples’ horizons, technological and cultural, led me to the yearly Mindset List that three Beloit College professors publish about the incoming freshman class. While it’s meant to help older professors relate better to college students, it also can be helpful to communications professionals, who may have to reach a younger market and/or work with millennial colleagues.
This year’s full list can be found here, but I’ll share a few examples. One of the most shocking for me is this guidance: “Students heading into their first year of college this year are mostly 18 and were born in 1997.” Can that math be correct?
Each item on the list proper begins with “Since they have been on the planet” and then adds something that those not of the millennial generation might have failed to realize. So, since they have been on the planet…”Hybrid automobiles have always been mass produced.” Some others: “Four foul-mouthed kids have always been playing in South Park.” “Color photos have always adorned the front page of The New York Times.” “The Airport in Washington, D.C., has always been Reagan National Airport.” “Teachers have always had to insist that term papers employ sources in addition to those found online.” “Poland, Hungary, and the Czech Republic have always been members of NATO.” “If you say ‘around the turn of the century,’ they may well ask you, ‘which one?’” And one of my favorites: “Their parents have gone from encouraging them to use the Internet to begging them to get off it.”
The point? Clear communications includes remembering that millennials, and others, might not understand your cultural references. That means we probably need to think at least twice while crafting our messages. Look, if Coach Saban can make adjustments to communicate better, we can, too.
Posted on August 24, 2015
Filed Under Crisis Management, Digital PR, General, Internal Communication, Measurement, Media Relations, Media Training, Nonprofit PR, Social Media, Staffing and Management | Leave a Comment
Why is it still newsworthy when PR is called to the rescue or joins a strategic team? “Pet Company Hires PR Firm to Clone Calico Cats” or “PR Counselor Recommends AshleyMadison.com to C-Suite” – now those would be worth writing about. To wit: there is still a jaundiced view of PR. To utilize PR is sometimes akin to admitting you’ve reached The Last Resort.
Part of the reason for this mentality is the media’s view of PR – the same journalists creating a news story out of a non-story are the journalists whose respect for PR is wavering at best. Surely there are outstanding relationships between PR pro and journalist. Enough rotten apples and we become spoiled, in a bad way.
Another reason PR is not yet elevated within an organization is a lack of strong and ongoing advocacy for PR. PR professionals are the go-to storytellers, writers, advisors, counselors, organizers, implementers and strategists — right?
Some heavy lifting is needed. We might start by dispelling these 5 myths about PR:
PR is nice to have but not need to have. The truth is that the strongest brands and reputations deploy smart public relations tactics that are seamlessly integrated into the core mission and culture.
PR people suck at math and finance. PR execs need to add metrics and measurement to the business conversations and hold PR accountable in front of senior management. We talk about measurement among ourselves – time to apply what you know to the conversations you have with the C-suite and marketing colleagues.
PR should not be seen — and needs to stay behind the scenes. Of course not. You have the advantage of context and clarity – there’s no reason you can’t be the spokesperson and certainly no reason why an organization shouldn’t be proud to have a smart PR counselor backing its reputation.
PR’s main role is media relations. Media relations is a subset of PR and not the end-all, be-all. While strong relationships with journalists are critical for many PR people, the Public in Public Relations includes those hanging out on social media, the employees in your organization and the people on Wall Street and Main Street. Change the conversation from positive media coverage to positive coverage.
What other myths would you add to the mix, and what are your suggestions for busting them?
– Diane Schwartz
Let’s follow each other on Twitter: @dianeschwartz
Subway must want this year to end quickly. Jared Fogle, the company-created celebrity spokesperson, this week agreed to plead guilty of traveling to engage in illicit sexual conduct with a minor and the distribution and receipt of child pornography, according to the Associated Press. Sales were already falling. Now, with Fogle’s child pornography case, Subway has a worst-case-scenario PR problem.
Make that “public relations” problem.
For non-practitioners, “PR” has become synonymous with spin, obfuscation and corporate-sponsored scientific studies designed to facilitate sales. This perception reaches the C-suite, where PR is sometimes designated as a nice-to-have rather than a must-have.
Until a Jared Fogle moment comes along.
Fogle’s case sends shivers beyond Subway’s corporate headquarters in Connecticut and 21,000 franchises, to any organization that hovers over the border between a good reputation and a tarnished reputation. (In an upcoming issue of PR News’ weekly premium publication, editor Seth Arenstein will share possible ways forward for Subway from public relations thought leaders.)
That’s where all organizations exist—near that border. From the CEO to the customer service representative to the supplier’s floor manager in another hemisphere, every individual in or connected to an organization has the potential to damage it with acts done, words said or written, images shared. PR as it’s commonly perceived is merely a tourniquet, but thoughtful, effective public relations has clarity of purpose. It’s relating to the public, communicating with people, listening and responding—in good times and bad.
If you’re a public relations professional, you know this already, but do the executives who approve your budgets know this? Those executives need smart, effective public relations practitioners in their highest-level business meetings—before their Jared moment crashes through the window like a wrecking ball.
—Steve Goldstein, @SGoldsteinAI
As the GOP prepares to hold its first presidential debate in Cleveland Thursday night, many PR pros are probably asking: How would I advise the 10 White House wannabes participating in the debate?
Civilians most likely will watch the debate to see, for example, if Republican frontrunner Donald Trump sticks his foot firmly in his mouth or New Jersey Gov. Chris Christie, as is his want, threatens to punch one of his opponents in the nose.
Executives who reside in PR precincts will watch the debate with a more jaundiced eye. In the spirit of conjecture, they might wonder why Senator Rand Paul is getting stuck in the policy weeds and failing to display his (salty) personality or why former Florida Gov. Jeb Bush—who was supposed to run away with the GOP nomination—comes off as a big stiff.
The debate begs PR pros to locate their inner media trainer. Sure, your boss may not be running for the highest office in the land. But, whether it’s a speech before an important group of shareholders or a joint press conference with a partner to talk about a new product, communicators are responsible for making sure senior managers appear in the best possible light and reflect well on their brand or organization.
With that in mind, here are a few essential tips on prepping the boss for a major appearance/debate/presentation:
> Have a sense of humor. If people relate to one thing in life, it’s humor. Serious subject matter aside, the boss has to show that he or she is quick to laugh and, when appropriate, can make light of a situation. That’ll win more converts than forever taking an unsmiling, somber approach to the discussion/debate/forum.
> Maintain eye contact and pay close attention to body language. There’s nothing creepier than when the boss is holding court with the media and/or other constituents and his eyes are darting around the room. Perception is reality, of course, and failing to maintain eye contact may suggest ulterior motives, or worse. For similar reasons, it’s crucial that communicators tutor the boss to pay close attention to body language and make sure that certain facial expressions or physical stances may send the wrong message without uttering a word.
> Say, ‘I don’t know.’ It wasn’t that long ago that a top executive responding to a media question by saying, “I don’t know,” was considered the kiss of death. No more. In an increasingly complex world, saying, “I don’t know,” shows a certain humility and frankness that people appreciate. It helps the cause if an “I don’t know” is quickly followed by, “We are working very fast to get you an answer, which we’ll put up on our website as soon as we get the most accurate information.” Don’t stoop to give a false impression.
What would you add to the list?
Follow Matthew Schwartz on Twitter: @mpsjourno1
We’ve reached the point in summer when the accumulation of heat and humidity slows the reflexes and thought processes. This is when stories about shark attacks dominate news cycles. Calculated, outrageous statements by politicians running for national office barely raise an eyebrow.
As professional communicators know, it always takes a lot to cut through. In midsummer, it seems, unless you’ve got a video of a great white shark chomping on a surfer’s leg, you’re better off waiting until just after Labor Day to launch a campaign or pitch journalists.
You may not have that privilege, though. If you’re on the clock, your job is to get coverage for your organization, attract new customers to your brand or donors to your nonprofit, protect and enhance corporate reputation—despite the season and capacity of living creatures to assimilate anything new in consistent 91 degree heat.
So, how to cut through with your brand messages when sluggishness reigns? A few suggestions:
1. Use yourself as a test case. Unless you live in San Francisco, where it’s currently a foggy 61 degrees (and my old hometown and destination on Aug. 5-6 for PR News’ Google Boot Camp and Big 4 Social Media Conference), you’re either dragging your knuckles on the melting sidewalks outside or shivering inside as your sweat freezes from the blast of office air conditioning. What kind of content—aside from anything NSFW—is catching your eye on social, in your email inbox, on any kind of screen or printed material? This being summer, it’s likely that anything to do with vacations, time off, food, cold beverages and socializing with friends are the best lures. Try to find ways to connect your communications and business goals with where people’s desires are, if not their physical selves.
2. Find an excuse to use pictures of animals. I can’t tell you how many speakers at PR News conferences have closed their presentations by saying “and if all else fails try this,” and then shown a shot of a cute puppy, kitten or marmot. They’re only half-joking. Pictures of animals will always cut through. It’s no accident that Cecil the lion has shoved aside Donald Trump as the number one news story here at the end of July. Someone in your organization has a new kitten or puppy. Now is the time to put that critter to work.
3. Follow my example and make sure you include “shark” in any headline and “shark attacks” in any opening paragraph.
—Steve Goldstein, @SGoldsteinAI
Posted on July 23, 2015
Filed Under Crisis Management, Digital PR, General, Internal Communication, Measurement, Media Relations, Media Training, Social Media, Staffing and Management | Leave a Comment
The lines are blurry. As a communicator you are usually selling something – an idea, a story, an interview to the media, a budget, a campaign. To close on that effort – to get the story, win the account, score a larger budget – is a similar feeling your Marketing counterpart has when her campaign idea is approved or when a customer buys the product based on her messaging. And the salesperson down the hall from you? He is always prospecting, aims to be in front of clients or at least on the phone with them, understanding their pain points and their spending limits.
These three levers of Communications – PR, Marketing, Sales — are at their best when they’re working together, not separately. Most practitioners and strategists agree with the premise, but the underlying pain points, frustrations, budgetary constraints, conflicting goals may stop the three from even wanting to work together. I’ve posed the question in a previous post, Will PR and Marketing Get Married One Day? A lot of you responded and as a whole we’re in favor of this matrimony. But how about we go on a few dates first?
The best communicators will be the ones who have a firm grasp on Marketing, who partner with Sales to help close business, and who are pushing for consistent messaging across this spectrum. If you shy away from Sales or snub your nose at Marketing (that department that steals some of your budget), then you will be OK, possibly. That is to say, you can get by. But to be an extraordinary communications executive you need to spend some time in their shoes. Here are three easy things you can do in the next 30 days to narrow the gap and broaden your organization’s (and your own) opportunities:
Lead a Sales Call: Try to sell something to a client: ask your sales dept if you can sell your company’s service or product to one prospect. Set up the appointment, do your research, lead the meeting, close the business, send out the proposal, wait for the signature. Sometimes you’ll be waiting longer than expected for a signed contract and that’s part of the process and why the rewards taste so sweet.
Be a Marketer: Sit in on Marketing meetings and listen without your PR hat on. Understand how they measure success and manage budgets. Ask to work on a campaign in which you need to partner with the PR team. It’s not always easy to collaborate and see the other side. As a marketer, you may want to spend more on b-to-c advertising while PR is pushing for a media relations push with the trade press. Find common ground and share in the hits and misses.
Break Bread & Barriers: Set up monthly Integrated Communications Breakfasts. An early morning meeting of the minds where you are fresh and prepared could work wonders. Share current initiatives, report on performance of campaigns, ask for help and guidance. This will increase transparency and lead to more collaboration.
There’s nothing like coffee and bagels to smear away the friction that exists when three departments are used to eating alone.
– Diane Schwartz
I recently celebrated my 50th birthday. My older brother, knowing that that I want to get into online video but continue to procrastinate about it, got me a Sony camcorder as a gift, and I thank him for it. He gave me a push to finally start to better educate myself about how to shoot and produce online video, which is red hot in PR and marketing.
So, I’ve spent the last two weeks discovering the many moving parts to creating online video, and have had to disabuse myself that, Zip-a-Dee-Doo-Dah, I would take the camcorder out of its box, punch a few keys and my years-long dream of producing a documentary about Moondog would soon morph into a tentative reality.
Man, was I ever wrong. Shooting video of my cat pondering the significance of her water bowl, and playing it back, is easy. But transferring the data, whether to my smartphone or my laptop—not to mention the editing process—is going to require me to take many lessons online and probably look to my younger colleagues for reverse mentoring.
My nascent venture into online video has made me appreciate the challenges that PR execs now face in creating online video programming that can boost the brand against competitors. The effort requires both a long-term commitment to make online video a regular part of your communications as well as constant conditioning to what is still a relatively new aspect of public relations.
Machinations aside, in order for online video to work with your audience, it must have a sharp message and purpose. Technical wizardry won’t hurt your brand or organization, but the larger goal should be figuring out how the message in the video will tie to corporate objectives, financial and otherwise. It’s a steep mountain to climb (and I’ve got my Sherpa lined up).
With that in mind, here are a few video-scripting tips, with a hat tip to Reg Rowe, founder of GrayHairPR, a virtual PR agency based in Dallas, TX.
> Call to action. The idea of your video is to get the viewer to do something. Be sure to include a call to action: buy our product, attend our seminar, download our latest infographic, sign up for special offers, etc.
> Tone it up or down. Don’t write down to or over the heads of your audience. Know your audience intimately, its likes and dislikes, its level of expertise and write accordingly. A video for mechanical engineers will have a much different tone than one for soccer moms. The tone you set will influence the setting, talent used and type of dialogue.
> Support the message. After you’ve stated your key message, you need to back it up with facts and figures. Tell the reader/viewer/listener how your brand or client’s company will deliver on the key message and provide benefit to the customer. Credible third-party endorsers (subject-matter experts, analysts, satisfied customers, etc.) can provide believability and support your key message.
What would you add to the list?
Follow Matthew Schwartz on Twitter: @mpsjourno1
The moving company that assisted with our house move last week sent us a hard-working crew. Hauling boxes and furniture to and fro, they didn’t spend much time chatting, but when they did they usually framed it in a question: “How am I doing?”
When Danny, the head mover, first asked me that question I thought he was asking how I was doing. After all, moving out of a house is stressful! Then I realized he wanted to know if he and his crew were meeting my expectations. Were they careful, efficient, polite? Danny wanted this feedback. He stood in my kitchen holding a big box labeled “Dishes,” and looked me in the eyes as he awaited my reply.
“How am I doing?”
After hearing from me that he was doing a great job, he and his crew continued the laborious task ahead of them. A few hours later, Danny asked me the same question and this time I thought harder about it and provided some specific feedback having to do with not scratching a certain wall. Over the course of this 10-hour whirlwind round-trip relationship we had with our movers, “How am I doing” was asked at least a handful of times.
In the course of a week, a month, a year, how often do you check in, one on one, with your customers, business partners, clients, journalists, colleagues and stakeholders and as them “How am I doing”? We are more accustomed to asking “How are you?” then we are “How am I doing?” It seems the former is more about them and the latter can appear self-serving or insecure. But what you’re really asking is “Are you satisfied and can I do better for you?” Of course, you have to be prepared to heed the feedback, which is sometimes not what you expected. That’s the point – and it’s well worth the heavy lifting afterwards.
– Diane Schwartz
Write exceedingly well and you’ll increase your chances of succeeding in your workplace and in the job market. Write poorly and you’ll increase the burden of work for your colleagues and be seen as potentially expendable in economic downturns. That’s just how it is.
This is doubly true if you’re a PR professional or journalist. In both cases, good writing ability should be a point of entry and not an aspirational goal. If you’ve ever edited PR copy or journalism professionally, you may have learned that this is sometimes not the case. PR and journalism attracts people who say they love to write, but many of them apparently feel it’s fine to wing it with grammar, spelling, capitalization and punctuation.
While they wing it, others labor to clarify their sentences and paragraphs, rid them of errors and keep their style consistent. Wing it with your writing and you’re narrowing some career horizons.
Many PR pros know this to be true—we can see this at PR News from the many people who sign up for our Writing Boot Camps. Judging by the availability of online grammar tools, insecurity about writing ability goes far beyond PR and journalism to the general workforce. One such tool, Grammarly, scored a lot of attention online last week when it published an infographic called “The MLB Grammar Power Ranking,” in which it ranked Major League Baseball teams by their fans’ ability to write with the fewest grammar, punctuation and spelling errors. (Cleveland Indians fans came in first, with 3.6 errors per 100 words; New York Mets fans were last, with 13.9 errors per 100 words.)
The infographic and ensuing media coverage—including this post—has raised awareness for Grammarly, which offers three paid plans in which you can use its online program to proofread your copy, improve your word choices, avoid plagiarism and minimize grammatical and punctuation mistakes.
I’ve never used Grammarly. Perhaps I should. I am convinced, though, that this is not the entryway to the kind of excellent writing that’ll make a difference in your professional life. It’s probably a very useful tool, but depending on technology is not the way.
Commit to being your own writing teacher first, then pay for the tool and sign up for the class. Don’t wing it with punctuation, capitalization and grammar. Get copies of Strunk and White’s Elements of Style, The Associated Press Stylebook and Merriam-Webster’s Collegiate Dictionary and never stop referring to them. Be your own editor and keep rewriting your sentences. Develop that ability first, so that when a trainer, author or computer program exhorts you to avoid walls of text and make every verb count, you’re already on the endless road to writing a little bit better with every passing week.
—Steve Goldstein, @SGoldsteinAI
It’s not every day that you get a free scoop of ice cream with your bacon and eggs, unless you’re eating breakfast at Lou Mitchell’s. The iconic Chicago diner has been surprising first-time customers and delighting return diners with this extra touch. When the waitress handed me the check, then asked if I wanted some ice cream, I looked around as if I had won the lottery. The last thing I really wanted was ice cream after a hearty breakfast but I didn’t realize how much I loved being surprised by the offer.
Surprise: it’s surprisingly powerful!
When was the last time you offered your brand’s version of ice cream with breakfast? When you provided an unexpected benefit or show of appreciation for your stakeholders, be it a customer, a reporter, an employee, an investor, a client? Even the most beloved brands shouldn’t assume they are good to go with their customers, who are just a click or step away from turning their attention to your competitor. MasterCard is just one of many smart brands employing “surprise and delight” to build customer loyalty. Through its “Priceless Surprises” campaigns, cardholders have randomly received a gift, such as a meeting with Justin Timberlake, and are encouraged to send surprise gifts to friends and family (using MasterCard).
When Tania Luna, co-author of “Surprise: Embrace the Unpredictable and Engineer the Unexpected,” keynoted our PR News Digital PR Conference earlier this month in Miami, attendees expected her to talk about how to communicate via surprise tactics given the name of her new book. What the audience didn’t expect was to be handed a pack of Pop Rocks and asked to place the fizzy crystals in their mouth and create a symphonic sound with fellow attendees, with Luna as the conductor. “At the count of 3, this side of the room should start swirling their Pop Rocks in their mouth,” Luna instructed. Amazingly, the attendees exploded with glee and there was a communal sense of pleasant surprise at the activity, the nostalgic quality of Pop Rocks and the silliness they found themselves in. They weren’t expecting this activity at a PR conference. Surprise!
In a recent interview with PR News’ Steve Goldstein, Luna offered 9 surprise tactics and implored communicators to remember that acting human is different than being human. She suggests that communicators “scriptease” to build trust with stakeholders, especially with the media. Put your scripted pitch aside and just have a conversation with the reporter like you would with a friend.
And never stop surprising and delighting: To wit, if you’re waiting in the long line at Lou Mitchell’s or as you’re leaving the restaurant, there’s an endless bowl of fresh donut holes for the taking. Just another way for this brand to sweeten the experience.
- Diane Schwartz