I have a stack of business books that I’ve either started reading or plan to start reading soon. I’m looking forward to getting into them, and I took three of them with me for a vacation last week on the beach in North Carolina.
As it turns out, I didn’t read any of my business books. Instead, I read Stephen Ambrose’s 1992 book, “Band of Brothers.” The book, for those of you who don’t know, follows the World War II journey of Easy Company, a unit of the 101st Airborne Division, which parachuted into France on D-Day. The elite unit then fought its way out of Normandy, went to Holland for the disastrous Operation Market Garden, fought at Bastogne in the Battle of the Bulge, and finally was the first unit to get to Hitler’s mountain lair at the end of the war.
I felt a little guilty at first for not having gotten through my business books, but the story of these World War II soldiers was very compelling. The book refers in a few places to the “heroes” of that war and that unit, but it doesn’t sugarcoat the brutality or glorify the mass killing of other human beings.
Someone I once knew referred to business as “war without death.” He was completely serious. So with that as the connecting thread between “Band of Brothers” and PR and business, I did gain some great insights and takeaways from the book. Here are a few.
• Endurance. When you think you just can’t take it (whatever “it” is) anymore, you realize you can. When Easy Company was at Bastogne, under constant barrage from German artillery, in foxholes dug into deep snow with inadequate clothing and no heat or fire to fend off the single-digit temperatures, one man related how he had an important revelation that helped him carry on, even with trench foot and nonstop shivering. He thought his body could not take anymore, but then days (and weeks) later, he was still there, still alive, and he had learned something important about himself.
• Take good from the bad. Sometimes, the bad boss whom you (legitimately) dislike can have a very positive long-term impact. Easy Company started training in Georgia under Captain Herbert Sobel, who was universally disliked because of his pettiness and mean-spirited ways. But most of the men who survived the war would say, decades later, that Sobel’s hard-driving, relentless focus on training and fitness forged a true team of capable professionals.
• Leadership. Several times the company’s leader, Richard Winters, saved the platoon—and changed the course of a given battle—because of his counter-intuitive boldness. At Normandy, he led 15 men in an attack on a reinforced German artillery position that was blocking a causeway. He succeeded. During Operation Market Garden, he and 30 men were trapped out on a patrol after they ran into a much larger German force. Winters evaluated the situation. He concluded he could not pull back and could not stay where he was. He attacked the surprised Germans, and routed them, just when they were threatening the larger operation.
• Don’t take the easy way out. There’s a story of a patrol at Bastogne that was intended to scout German positions when it suddenly came under artillery fire, causing the men to scatter. One soldier ran past a foxhole where his comrades encouraged him to dive in. Seeing it was full, he kept going and somehow made it to his own. Later he went back to the first full foxhole and found it had taken a direct hit, leaving no survivors.
• Leaders fail often, so be prepared to take initiative. Woven through the book are accounts of junior officers and non-commissioned officers who were not suited for their roles, leading them to make terrible decisions in combat. Luckily, the defining characteristic of U.S. soldiers in that war, Stephen Ambrose wrote, was that they had the confidence and the sense of initiative to make independent decisions and avert disaster.
Resting and recharging are a good thing. Sure, I read a non-business book on my vacation, but I came back to work focused and relaxed. So enjoy your time off, and don’t do work out of a sense of obligation. You’ll be better off for it.
Back in my reporting days, I spent a good amount of time doing something that might strike many as nostalgic: interviewing sources and talking to PR people on the phone. If only today’s reporters had time for telephonic activities. Surprise: they do! And they will take your call if you lay the groundwork first. They won’t take your call if you have nothing new or interesting to tell them. Now, this is assuming you want to talk to a reporter on the phone, as opposed to just emailing them, liking their Facebook Post, or tweeting them from afar. Let’s assume that a journalist-PR relationship is strengthened by some human interaction.
The concept is simple yet may feel out of reach in today’s always-on media environment: reporters will pay attention to you if you pay attention to them. Here are four ways to get a reporter’s attention:
- Give them the story by which to tell their story: as a consumer of news and information yourself, you are attracted to the stories about people, about a certain person, or family or community. You want to read about or hear an interesting narrative that is personal, not general. Do not send them a press release and then leave them a message in the dead of night asking if they got your press release. There’s nothing wrong with sending them a press release, but don’t mistake that (and the robocall) for “the story.”
- Serve up the visuals. Whether it’s a few charts and graphics, an infographic or eye-catching photographs, visuals are gold for reporters who are now (somewhat reluctantly) multimedia journalists. Make her job easier by handing over the visuals.
- Know (and understand) what they report on: I used to cringe at the advice at industry conferences that implored practitioners to “do your homework” — it was so basic, so obvious. And yet. Make sure you read up on what the reporter has covered in the past year, take notice of his writing style and technique, and be ready to accept that maybe this particular reporter does not cover your industry. Also be in tune to what their competitors are covering – reporters are a competitive breed and will appreciate your keeping them up to date on competitive coverage they might have missed.
- Share information with no strings attached. Info is currency: give it to the reporter without expecting an instant payback. This is a difficult task to master! Share industry news that’s not widely reported yet, tell the reporter what you heard or saw at an important industry conference (which of course, you attended), and don’t ask for anything in return. Reporters will think the world of you.
With tight deadlines, smaller newsrooms, a more educated readership and an unrelenting news cycle, journalists need trusted, go-to sources and great PR partners who understand them.
– Diane Schwartz
Visit me on Twitter: @dianeschwartz
If you weren’t at the PR News Social Media Summit last week, I forgive you. But really, you should try to attend an upcoming conference of ours because you are going to pick up a lot of unique, sound and creative tactics and strategies – what we like to call “stealable ideas” – that will move your PR and marketing efforts forward more than a notch. I must confess that I am engaging in shameless content marketing as I write this blog post. I get very excited after one of our PR News events and want to share some (not all!) of the gleanings from the day’s event. So herewith I present 9 really smart social media tips to get your week off to a #greatstart. These are made possible by our outstanding summit speakers, attendees and sponsoring partners.
- Best quote of the conference: “No one wants to be friends with a butter cracker.” Kathryn Sheaffer, brand manager for Ritz Crackers, so aptly summed up the challenge of Facebook communications for brands. Be realistic about your brand’s presence on social media and engage with your fans in realistic ways.
- Get a few social platforms rights, then start to take chances on others. In other words, don’t dive into the entire social media pool. Pick a few lanes to swim in first, be it Twitter and Pinterest, or Linkedin and Facebook, master your strokes there, then start exploring other waters.
- Take your press release off cruise control. First of all, the press release is not dead. But the old-fashioned press release should be put out to pasture. Make sure your releases are optimized for search, have multimedia components that drive stakeholder engagement, are written well and most of all, are interesting!
- Tweet short: A tweet that’s less than 100 characters lifts share rate by 17%. You thought 140 characters was short? Think again.
- During a crisis, Twitter is for news and Facebook is for hugs. Don’t mix it up.
- Great question posed to the audience: Why don’t PR pros do more A/B testing with their campaigns? Smart advice from Brandon Andersen of Cision, noting that A/B testing goes to the heart of Marketing 101 yet the PR discipline often overlooks this smart exercise in testing your messaging, be it on social media or in a traditional PR campaign.
- You cannot automate judgment. With all the talk of data mining, programmatic and cloud-based communication, the truth is that people still drive decisions. Make sure you put a premium on good judgment when hiring talent and executing on campaigns.
- Content marketing is a commitment not a campaign. Most brands are engaging in some type of brand journalism and the jury’s out on how well it’s working. Those committed to content marketing, weaving it into their marketing-PR matrix rather than a one-off campaign here and there, are most likely to succeed in this area.
- Visuals are the new headlines. A picture is worth a lot more than 1,000 words. Invest in video, infographics, photography and graphics. Take time to learn about Vine and Instagram. See what your audience is seeing and then give them some of that.
I hope you’ll heed a few of these tips and let me know how it goes for you. Also feel free to add a kernel of advice below.
– Diane Schwartz
Let’s connect on Twitter: @dianeschwartz
“PR is losing its leadership position in Social.” That’s what the founder of a new company that provides social media measurement/monitoring tools to brands told me the other day when I asked about his target audience. He continued to note that “PR got too comfortable” and now Marketing, Advertising and automated services are taking over Social.
Let’s say we had a friendly disagreement over his claim, as I defended PR’s role in Social and shared stories gleaned from the PR News front lines of communicators’ role in driving social media. But perception can be reality, as we know.
If there’s a sector of the marketplace that is devaluing PR’s role in any medium, then every PR professional needs to do a better job of tying Social and other activities to the metrics that matter to their organization. Just as importantly, we need to make sure we’re communicating our success stories – effectively and regularly. That is one thing every PR person needs to do to help advance the communications profession.
Take a lesson from the trope about the cobbler’s children having no shoes. As communicators, you’re busy doing PR. Your days are filled speaking with stakeholders, writing, listening, measuring and implementing. Do you sometimes forget to tend to your PR success stories? It’s the last mile of your efforts: to communicate your successes not only to your superiors but to your superiors’ superiors, to the media, to your counterparts in Marketing, Finance, HR, IR, IT and Sales. I’d like to think the cobbler eventually noticed that he forgot to provide shoes for his own kids. PR needs to take care of its own, as well.
– Diane Schwartz
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
Yesterday, I was driving home with a friend, and the conversation turned, as it inevitably does, to Howard Dean’s famous scream in the 2004 presidential campaign.
(Okay, it’s not really inevitable, it’s just funny to say that, and it goes to a point I’m about to make.)
And that point, to borrow from an old Douglas MacArthur phrase, is that old crises never go away.
Today, as Paula Deen launches a comeback, and as the 20-year-old allegations against Woody Allen are back in the news, and the Monica Lewinsky scandal resurfaces, that’s a fact worth addressing. For brands and their communications teams, crises are part of the permanent record. Dealing with that, though, can be tricky. It starts with the knowledge that while apologies will be demanded in the heat of the crisis—and most of the time must be offered—and forgiveness will be granted by many, mistakes are never forgotten. (In the case of Woody Allen, of course, he denies the allegations absolutely and has never apologized.)
So what to do? Here are a few essential principles.
1. Be aware that the record will include the crisis, no matter how old. This means you must plan for that inevitable resurfacing. That starts with the creation of a plan, but even more fundamentally, you need to learn from the crisis, and resolve never to repeat it. All subsequent business activities and decisions need to be made to ensure that objective. The elements of the plan, though, start with these next concepts.
2. Be open and non-defensive. You’ve acknowledged that the crisis occurred and is part of the permanent record, so there’s no point in reacting defensively if it comes back up. Don’t be emotional or angry. Don’t be indignant. If appropriate, use humor, as Howard Dean does when asked about his scream. And outline how you’ve learned and changed.
3. Have testimonials lined up. One of the best ways to reassure stakeholders when an old crisis crops back up is to have credible testimonials from well-selected supporters. It may be that you won’t want to directly address an old crisis, or respond to those who are reviving it. But having others speak for you can be very effective.
4. Deliver on your word. This is the most important. If an old crisis resurfaces, the most eloquent response you can make is to have a record in the intervening time that demonstrates that you didn’t just apologize and promise to make adjustments to get past the crisis. If you have years of a flawless track record, then that will be very persuasive in the court of public opinion.
There are three types of PR professionals: ineffective, good and great. It’s as simple as that, really. Most PR pros are good – they’ve found a comfortable place to practice their trade and are making an impact with their organization or clients. But Public Relations cannot afford to be a majority of Good professionals if it wants to lead the charge in moving markets and reputations.
Going from Good to Great takes work and new habits. Fortunately, habits are hard to break – so if you can acquire these 9 Habits of Highly Effective PR People, then you’ll no longer settle for Good. Based on conversations with PR professionals and our PR News team’s interviews with thousands of leaders, here are nine great PR habits:
1. Listen hard: don’t pretend you’re listening. Focus during key conversations and jot down what you heard, because you think you’ll remember the key takeaways but you won’t.
2. Speak the local language: understand the lingo of the communities and markets you serve and learn their language. The nuances can make a difference in your communications campaign.
3. Read until your eyes hurt: Always be reading something – be it a magazine article, a news item online, a fiction or non-fiction book. Reading stirs your imagination, helps you to become a better writer, and, of course, keeps you well-informed.
4. Embrace measurement: you’ve heard that you can’t manage what you don’t measure. It’s true. Sometimes it’s tough to swallow the results, much less communicate them. Establishing reasonable metrics and evaluating regularly will allow you to pivot, improve, learn and succeed.
5. Become a subject matter expert: Being a Jack (or Jackie) of All Trades is over-rated. Find a niche, study it, live it and become the go-to expert on that niche.
6. Practice your math: Knowing how to read a Profit/Loss statement, how to build and execute on a budget, how to calculate growth and decline will position you for leadership, and improve your PR initiatives.
7. Hone your writing skills: whether it’s a finely crafted memo, a post-campaign report or an email to a colleague or client, make your writing sing. How you write is often how you’re perceived in the field of communications. If you can’t articulate your message in writing, you can’t go from Good to Great.
8. Master your Social: Social media is not a strategy, it’s a platform. Understand it and use it regularly but don’t let Fear of Missing Out make you an obsessive social communicator. The other “social” — communicating and networking with peers and stakeholders (preferably in person or by phone) — holds more long-term value for you as a PR leader.
9. Be a PR advocate: Public Relations often suffers from an image problem; PR is not just about pitching to the media or bitching about the media; it’s one of the most important disciplines within an organization. Advocate for your profession – and the best way to do that is by being a Great PR Person.
I might have missed a few habits, so please add to this list!
- Diane Schwartz
The good thing about New Year’s resolutions is that no one is really listening closely to what you are resolving to do. But resolutions do crystallize our goals and make the month of January, at least, a little more interesting. For communicators the world over, you should expect 2014 to bring the following:
> Crises, smoldering or quick
> Reputations under fire or on fire
> Media coverage, for better or worse
> Employee morale issues
> Financial ups and downs
> Product and company launches
> Product and company failures
> A new social media craze
These are just a few of the sure things in PR as we herald in the new year and perhaps a new approach to PR. In my nearly two decades covering Public Relations, I have never seen a bigger opportunity than now for PR practitioners to be the dominant force in brand leadership, message management and tying intangibles and tangibles to the bottom line.
There are many ways to not screw up this trajectory and to possibly make 2014 the most exciting year for you in PR. To do that, however, will take some commitment to the core tenets and practices of the best PR practitioners. Here at PR News we benchmark outstanding communication leadership across all areas of the market. From our Platinum PR to our PR People Awards, from Corporate Social Responsibility to the Digital PR Awards, we see a pattern in excellence that underscores why resolutions are worth keeping. Like many New Year’s Resolutions, the following list may sound familiar but I submit that the best ideas are worth repeating:
* Find the interesting story behind your message – and tell it
* Measure your PR and be bold enough to make adjustments
* Listen to your stakeholders: your customers, investors, employees are your keys to success
* Learn to work across silos – marketing, HR, IT, Finance, Legal
* Become a better goal-keeper: of your goals, your department’s and your organization’s
* Collaborate internally and externally – 1+1=3
* Hone your writing skills: you reach more people when you can spell, turn a phrase and use your words correctly
* Foster diversity: in thought and experience
* Don’t fear missing out: resist the urge to be on every social media platform
* Be transparent: people are smart enough to see through the BS anyway
* Advocate for PR: become a voice for Public Relations inside your organization and in the marketplace of ideas.
What are some of your PR resolutions for 2014? Please share with your fellow PR News blog readers.
Best of luck to you and your team for a meaningful and memorable 2014.
– Diane Schwartz
PS – Check out more of my blog posts from the past few months:
It’s said that we speak an average of 16,000 words each day. That’s a lot of talking. As communicators, we appreciate fine words and clever turns of phrases. But on this day after a long holiday, still recovering from a turkey and pumpkin pie stupor and constant conversation with distant relatives, I challenge you to insert into your dialogue or work- day imagination at least two of the quotes below from the blockbuster movie The Hunger Games: Catching Fire.
On the surface, there’s little we can find in common between the roles of Katniss, Peeta, President Snow and Haymitch Abernathy and our role as communicators. But scratch just a little beneath that surface and you may find that the lines below could be very helpful as you get your week off to a fiery start:
“No waving and smiling this time. I want you to look straight ahead as if the audience and this whole event are beneath you.” (possible scene: you are at a meeting with new competitors)
“Remember who the real enemy is.” (scene: at the meeting above you realize your competitors are not really your enemies)
“You’ve given them an opportunity. They just have to be brave enough to take it.” (scene: you give your team a challenging project to take on)
“Chins up, smiles on!” (scene: instead of ending your meeting with “OK, that’s all” you decide to shock the attendees with this uplifting, inspirational decree)
“From now on, your job is to be a distraction so people forget what the real problems are.” (scene: you’re moved from PR to HR)
“So far I’m not overwhelmed by our choices.” (scene: you’re at a business lunch at a restaurant with limited, unappealing menu choices)
“I wish I could freeze this moment, right here, right now, and live in it forever.” (scene: the media loves your story idea and you are inundated with interview requests)
“This is no place for a Girl on fire.” (scene: Katniss or someone similar to her shows up to your afternoon meeting)
“Convince me.” (scene: the response from your boss after asking for a bigger PR budget in 2014)
You might be thinking your job is not scripted nor are you an actor in a major motion picture. But after testing these quotes on your unsuspecting colleagues and peers you’ll realize that the Hunger Games isn’t as fantastical as originally thought.
– Diane Schwartz
(Join me on Twitter)
As I write this I’m watching a report on MSNBC criticizing the apology issued by 60 Minutes for a report last month about the attack on the embassy in Benghazi.
The apology, by correspondent Lara Logan, was not enough—that was the consensus.
“It was not nearly satisfying,” said guest David Brock. “I thought it was 60 Minutes, not 60 Seconds.” The show is all about holding sources accountable, Brock said, and 60 Minutes should do the same for itself.
This has been a big week for apologies. President Obama apologized for the bumpy rollout of the Affordable Care Act. Home Depot apologized for a racist tweet.
And 60 Minutes still hasn’t been able to contain the damage.
Public apologies by organizations almost always fall to the communications team, the PR pros. And there’s plenty of scholarship on how to do apologies best, and put unfortunate mistakes behind your company or organization. Among those things are to act immediately and to commit to an investigation.
But I sometimes think the only way to really handle apologies is to not make mistakes in the first place. Seriously. Think about it. In politics and business, if you make a mistake, apologies are demanded. The volume gets higher and higher, and the demands more hysterical. It’s rare indeed that you can tough things out, although that sometimes does happen.
In politics, there’s an “apology game,” where one side demands an apology for some perceived transgression, whether there’s an actual offense or not.
And then there’s the apology trap—whatever the offense, no apology ever clears the record. Even when apologies are accepted, mistakes are never forgotten. Years—decades—later, whatever the initial incident was, it morphs into a “scandal.” It will remain on your record forever, dredged up in the media whenever it suites the story.
So if you’re a PR pro, what to do? Here’s my advice: Don’t apologize as a way to placate others. Don’t expect absolution, because it won’t come. Apologize because you know you (or your organization) messed up and that it’s the right thing to do. Period.