When the Time 100 was released last week, our editorial team discussed how we might cover it. The context was its relation to PR, and how communicators could leverage the value of making the list.
This list is a PR person’s dream. It’s eclectic and interesting, and it covers a wide variety of human endeavor. It’s global in scope. Unlike many magazine lists, the Time 100 is worth coverage and every person on the list is deserving of recognition in some form or other.
Are they the “Most Influential People in the World?” Some might be, but many are not. Why, for example are Kirsten Gillibrand and Rand Paul on the list, but not Ted Cruz and Elizabeth Warren? It’s all kind of random. The common denominator is that all the selections seem to be whom the coastal elites and people in the power centers of Washington, D.C., New York, Los Angeles and San Francisco are talking about. Or think they should be.
The cover of this year’s edition was Beyoncé, featured in a revealing costume and an open-mouthed expression. To me, the image didn’t convey the gravity that the list aspires to. Would other designees be posed that way? But Beyoncé has the gravitas. She was also on the list last year, after her performance at the Super Bowl. Sheryl Sandberg did this year’s writeup.
(This is a cool feature of the list—celebrities do write-ups of other celebrities. It solidifies the likelihood that the list will be the preferred dinner party conversation at not just 100, but 200 parties. Of course, it leaves the door open for questions. Did Japanese Prime Minister Shinzo Abe make the list because he is a “bold reformer,” or because his profiler—U.S. Treasury Secretary Jack Lew—thought that touting Abe’s economic policies might be useful?)
But back to Beyoncé. Sandberg noted that she “doesn’t just sit at the table. She builds a better one.” (This is a variation on a line from the old movie about Sting, where, when his hired musicians complain about what Sting is paying them, the response from one of Sting’s handlers is, “You might have a seat at the table, but Sting owns the table.”)
But Sandberg likes Beyoncé’s message of empowerment for young girls. “I’m not bossy, I’m the boss,” Sandberg quotes Beyoncé as saying. What I like about Beyoncé is her authenticity—there is a sense that what you see is what you get. She’s not a phony. I also like her staying power. She’s been a star since the late 1990s. That seems like forever ago. My kids loved her in the old Austin Powers movie when they were little, and they still love her for her music and style now. That is remarkable. And then there’s her sense of innovation. I’ve followed music my whole life, and I can’t remember anything as unique and unexpected as the release of a new album—a concept album complete with videos—without anyone having the slightest idea it was coming. So if you’re the communications person for any of the Time 200 (the Time 100 plus the celebrity essayists), there are three things you can take from the example of Beyoncé: Authenticity and talent beget longevity, and both beget the ability to innovate.
Dispensing advice is a centuries-old activity and it never gets old. When the PR News team decided to produce a Best PR Advice Book, it looked to the smartest people in the room to write it: the speakers and attendees of our PR News conferences. Over the past two years, we’ve disseminated the little black Advice Book to our conference attendees, asking them to write one piece of advice that has helped them get ahead in their career. With smiles on their faces, our friends of PR News would stare up at the ceiling for a second until they had their Eureka moment, and with pen to paper (most but not all legibly), they’d share an interesting piece of wisdom. Key themes emerged – among them the need to be empathetic, to constantly hone writing skills, to humanize PR efforts, and to not be afraid of failure. The Advice Book is validation and a reminder that the best communications efforts require the best communicators.
I had the honor of editing this first volume of The Best PR Advice Book and enjoyed the contributions from PR professionals from all walks of life and organizations, including Southwest Airlines, Clorox, Easter Seals, IKEA, Raytheon, Weber Shandwick, Ogilvy, AARP, NASCAR, sole practitioners and small businesses. We all know how easy it is to give advice; it’s the heeding that’s the challenge. The book is divided into chapters based on the themes shared by our community: Social Media, Crisis Management, Leadership, Employee Communications, Media Relations, Agency/Client Relations. Below are some of the highlights. I’d say they are my favorites, but as my mother told me when my second child was born: “Remember, never play favorites.”
Check out these words to the wise from your peers who contributed to the Advice Book:
“Empathize before you strategize.”
“Don’t bury the bad.”
“Give social media platforms a face, not a logo.”
“Communication is not what you say, it is what the other person hears.”
“If you come with a problem, come with two solutions.”
“The harder you work, the luckier you get.”
“If there is a smile on your face, then there is a smile in your voice.”
“Do the job you want before you get it.”
“Talk to strangers.”
Choose your boss carefully.”
“Get on the good side of your IT department.”
“Flawless execution of a bad strategy is still a bad strategy.”
“You cannot improve what you don’t measure.”
“Give your people the resources to do their work, then get out of the way.”
…Please feel free to add your favorite piece of advice to this blog post, and we’ll consider it for the next volume of the PR Advice Book.
– Diane Schwartz
It’s Tax Day today, when individual income tax returns are due to Uncle Sam.
On a personal level, I’ve had my requisite sobbing about my tax hit and gotten a sympathetic nod from my accountant as he told me that, no, next year probably won’t be any better on my wallet.
But then I got to thinking about the handful of similarities between paying taxes and public relations.
> Transparency: It’s all in the receipts, and not hiding anything that can come back to bite you. To make sure that your PR campaigns go off without a hitch and don’t suffer from any surprises, practice transparency. Even you think the information is marginal to the campaign, don’t risk keeping it under lock and key. It’s better to be open about how the campaign is developing and any bugs you need to iron out. It may cost you in the short run (by upsetting the client) but will pay off in the long run by establishing a reputation for transparency and keeping the client fully informed.
> Integrity: Sure, we’re all susceptible to creative accounting and thinking that, hey, the government doesn’t have to know about that freelance gig that paid a pretty penny. But the reality is that an overwhelming majority of Americans file their taxes down to the very letter. That’s because personal integrity is involved. It’s the same thing in PR. You’re not always going to create a killer campaign that wins kudos from the boss. But demonstrating that you did the right thing every step of the way and didn’t cut corners can pay decent returns in marketing communications.
> Timeliness: Don’t be the PR equivalent of the poor saps standing on line at the post office just as the deadline for filing taxes approaches. Yes, taxpayers can get some grace for submitting their taxes, but that won’t translate to PR, which is dictated by deadlines. As you develop a campaign, establish some hard-and-fast deadlines for the process so that when it comes time for the event/press conference, etc. you’re well ahead of the game rather than cobbling things together at the last minute—and raising the ire of the client.
Filing taxes can be a nerve-wracking experience. But it doesn’t have to be. It can also teach you a thing or two about improving your PR chops.
Follow Matthew Schwartz on Twitter: @mpsjourno1
I was editing a report the other day about a PR person who got into a spat with a news organization. And the report used the phrase, “Never pick a fight with people who buy ink by the barrel.”
Some of you might know that one. Many of you may not have heard it. But that phrase and many others like it are so clearly out of date that it’s interesting—even comical—how they’ve hung around long after their original meaning has faded into history. And it got me thinking about those phrases and why they’re still with us. Here’s a partial list (that is, all I can think of.)
• Stop the presses. Okay, this one is used more for dramatic effect than its actual literal meaning these days, but it is still around.
• The Press. This reference to the journalism industry is still common (think “Meet the Press,” the TV show. But it has a diminishing relationship to media today. You could just as easily call the show “Meet the CMS,” and you’d be just as accurate.
• Hot off the presses. Another term that’s more theatrical than literal these days, but still around.
• Above the fold. Why do we use this term in 2014? It refers to the front side of a broadsheet-style newspaper, like the Wall Street Journal or the New York Times. It is not really an effective metaphor for how Web pages scroll.
• Ink-stained wretches. What journalists were called—usually by themselves—until 15 or 20 years ago.
• Cutlines. This actually refers to a caption that was pasted onto a makeup board below a photo, which was then turned into film, which was then printed.
• And speaking of “pasted,” why do we still use “cut-and-paste?”
• Op-ed. This used to mean the position opposite the editorial page in a newspaper. Now it just means an opinion piece.
• Press release. Seriously, why are they still called this?
• Clips. PR folks love this one. They love to collect clips. Except that no one “clips” stories anymore.
Then there are a few phrases and words that have not really survived.
• Morgue. This was also known as the library, where story clippings were cataloged and stored for future reference. Think of the morgue as a much less functional Google of the 20th century.
• Yellow Journalism. This was used to mean unfair reporting, but it came from a type of ink used in a cartoon in the New York World.
And then, finally, there are the terms from the old days of journalism that are still true to their original meanings today.
• Breaking news
• Gotcha journalism
• Puff piece
Which terms and phrases have I missed? What can you come up with? I’d love to hear from you!