“Don’t talk to strangers!”
That was the advice many of us received as children. No one told us when to start talking to strangers again (at 19? 22? 43?) We had to figure that one out on our own. As professionals and communicators we need to not only talk to strangers to build our network but we need to talk to the right strangers to build a robust, meaningful network.
“You only need a small network – 25 to 50 people can get you what you need,” advised Judy Robinett, author of the best-selling book “How to be a Power Connector: the 5+50+150 Rule.” Judy keynoted PR News’s Top Women in PR awards luncheon in NYC on Tuesday and she shared her top networking tips with the hundreds of powerful women and their teams who gathered for this annual event. She says there are essentially three levels of networking that really matter: a friend of a friend of a friend. That means that the friend of a friend of a friend of a friend (4 removed) won’t do much for you. Further, if you want to build a meaningful professional or personal network, you need a warm introduction by someone. That fourth or fifth removed “friend” won’t get you places.
The PR News awards luncheon was packed with other great advice, including how important it is to share what you know and give other people credit where credit is due. I credit the 75 Top Women in PR for sharing on stage the following nuggets on success, work/life balance, hiring talent and staying at the top of your game. Please share in the Comments section your favorite piece of advice (we’re in this together!):
- Kick fear to the curb
- You can disagree without being disagreeable
- Communicating is about listening more than talking
- Don’t ask, don’t get
- Just be nice
- Sometimes great ideas come when you’re not thinking about work
- Hire people who look and think differently than you do
- Work with people who have intellectual curiosity and a sense of humor
- Learn how to say NO – you will miraculously clear your calendar for more important things
- Your network is your critical asset; your network equals your net worth
- Rethink your assumptions
- When hiring for your next star, look for people who understand that PR has a PR problem and who wants to help change that perception
- Work hard, work fun and take more baths.
That’s right: take more baths. Some of the best advice is the simplest.
- Diane Schwartz
The buzz surrounding this year’s Consumer Electronics Show was predictably ubiquitous and positive. Even the taxi driver who picked me up from the airport was talking drones and smart homes. Surely, when you have 170,000 people attending a trade show about the latest technology, you’re gonna get some press. So as I walked the exhibit halls, listened to panel discussions, chatted with peers and observed my mostly human counterparts in Sin City, I was on the lookout for trends and ideas that would help communicators. That’s right, you. There were a good number of PR folks attending CES on behalf of companies or clients and to trend-spot. Not to mention to gamble and catch a Cirque du Soleil show. Work hard, play hard, right?
You can and should read the news coverage of the hottest technologies coming out of CES – from smart refrigerators to 8K TVs (4K, we hardly even knew you). You will start hearing references to the automobile as the ultimate mobile device. And you might get paranoid that your new Wi-Fi-enabled light bulb could get hacked. You’ll be wowed by how interactive your television is, only to realize that it’s had those features all along (We humans haven’t caught up with the technology yet). Which brings me to some takeaways that we as communicators can apply to our business strategies:
Create products that are intuitive. As mentioned above, we have a lot of features on our TV (and phones) that have been there for years. We just don’t know how to use them, or they just aren’t that interesting and useful. We also have short attention spans. When you introduce a product or service, be sure to ask two simple questions: Will it be easy to use and am I improving my customer’s life in some way? Make it easy. Make it intuitive. Remove friction.
Know your medium. One of the biggest trends at CES this year was Virtual Reality and its counterpart, Augmented Reality. Where AR enhances reality, VR helps you escape reality. A lot of brands and many film and TV studios are tinkering with VR. It’s the new, new thing, and it can be an amazing storytelling device. Tread carefully, though. If your story is better told in 2D, stay there. Don’t waste time, resources and your stakeholders’ attention by jumping on the VR bandwagon just because everyone else is doing it. If, however, an immersive experience is your ultimate goal, you’ll find nothing quite like Virtual Reality – except actual reality.
Connect = Integrate. Whether it’s the connected home (Internet of Things), wearables or smart cars, Connected now has multiple meanings in work and life. For communicators, it’s worth aligning the idea of different systems effectively talking to each other with that of complementary departments talking to one another, ie Marketing and PR. Imagine a “smart” office in which marketing and PR were integrated, where all systems were aligned and the shareholders’ experience was improved because of it. Is there an app for that? No, but there are smart PR and marketing professionals working on the problem.
Choose your spokespeople wisely. I heard a lot of business executives complain that the companies exhibiting at CES staff their booths with people who aren’t educated about the product and aren’t empowered to do deals. While most of the deal-making at CES takes place outside the exhibit halls – as with most trade shows – it’s worth noting that if you are exhibiting at a trade show or conference, be sure you have educated representatives on hand who are empowered to at least jump-start a business transaction. And if you are showcasing technology, have tech-savvy representatives who can answer the technical questions.
Put it out there. If you’ve got an interesting idea and want to test consumer interest without breaking the bank, consider a crowdsourcing site, such as Kickstarter or Indiegogo. At a panel discussion hosted by our sister brand Cynopsis during CES, Christian Busch, vp of marketing at Indiegogo, said many brands are now turning to his site to source innovation (110 companies exhibiting at CES started on Indiegogo). GE, for example, launched an Indiegogo campaign to see what consumers thought about a portable nugget icemaker called Opal. According to Busch, GE saved 75% on R&D costs by going straight to the people. A startup called Flow Hive raised $12.5m through Indiegogo for a product that allows you to harvest honey without opening the hive. It’s good for the bees, and takes the sting out of beekeeping. Put it out there too see if you’re on to something.
Instant gratification is here to stay. CES keynoter and Netflix CEO Reed Hastings noted that “We live in an on-demand world and there’s no going back.” Netflix’s amazing comeback since launching just eight years ago is one of PR’s top case studies in reputation and pivot management. Consumer desire to have it now and have it all (ie binge-watching) is coming to an office near you. Employees aren’t going to be as patient when an issue is not immediately resolved or if they are not recognized in a timely manner for a job well done. Customers tweeting a complaint now expect an immediate response. When it comes to entertainment and conflict resolution, instant gratification makes sense. For communicators managing messages and reputation, too much might actually be too much. Better to be in-demand than on-demand.
If you attended CES, survived Vegas and have some options about the show, please share them here.
– Diane Schwartz
We’ve all had to deal with unhappy customers, whatever our line of work. If you’re an agency PR pro, you have to respond to unsatisfied clients from time to time. If you’re an in-house PR or marketing pro, perhaps you’ve seen customer dissatisfaction played out in public on Twitter. It can be disheartening for sure, but managing other people’s disappointment is one of those skills that can be developed quickly, and the process itself can teach you a lot about yourself.
These recommendations for managing unhappy customers don’t apply to all situations, but they can be easily adapted to most situations.
1. If a customer complains about your product or service in a social post, go beyond taking it offline—which usually means just shuttling a person to email—and ask the customer to send you an email with their phone number. You’d be sending a clear message that you take the complaint seriously.
2. If a customer complains about your product or service in an email, immediately suggest a time to talk by phone. Again, suggesting a phone call is a mark of seriousness and respect. Using the phone also minimizes the possibility of anger escalating or misunderstandings percolating.
3. If you speak to the customer by phone, refrain from interruptions. If you interrupt the customer in mid-sentence you’re, in effect, telling her or him to shut up. Listen well; speak infrequently.
4. Once you’ve truly heard your customer out, take a couple of moments to consider the validity of the complaint. Did you or your company promise something that you didn’t deliver? Or did the customer buy your product or service without paying attention to the PR or marketing messages around that product or service? Aggrieved customers can’t be talked out of their emotions, but it’s helpful for you to make a considered judgment call. If you feel the complaint is totally without justification then an apology may not be in order, but that doesn’t mean your job is done (see No. 6).
5. If the complaint if valid, then you owe the customer an apology and gratitude for helping you to improve your product or service. Express them both succinctly and professionally.
6. Offer the customer something special. It doesn’t necessarily have to be a refund. The customer is already interested in what your brand has to offer. Provide a couple of options—just don’t let one of them be a coffee mug with your company logo.
You’ll find that the conversation alone is something special, for you and the customer. It’s full-on communication—and that’s where the self-knowledge comes in.
—Steve Goldstein, editorial director, PR News
Let’s assume you are brilliant. And you’re an inspiration to your peers, an asset to your organization. Let’s also assume that while you’re an A-player you still have a lot to learn. As the late, esteemed UCLA coach John Wooden noted, “It’s what you learn after you know it all that counts.”
If you’re still with me on this concept, then let’s assume you have less than a month to prep yourself for a stellar 2016. If you’re taking time off for the holidays then really you have just a few weeks to get things together, to get your particular Act in motion. To give you a running start on 2016, I’ve compiled a list of 11 things you can do in the next few weeks to sharpen your PR skills and acumen. Like the bowl of vegetables at the holiday table, these ideas aren’t what you’re craving to add to your plate. But make room for them if you are truly hungry to succeed.
Consider these 11 simple activities at work:
- Conduct a content audit: review the posts and articles on your web site and social media platforms to get a clear picture of your brand’s story over the past year. Too much of one topic, not enough of others? Create an Edit Calendar with wiggle room.
- Reverse mentor: if you were born after 1992, then match yourself up with a Millennial at your organization and spend some time learning from him/her. Likewise, if Mary Tyler Moore and Wite-Out don’t ring a bell with you, there’s a lot you can learn from the Baby Boomers and Gen X. (Read my blog on this topic.)
- Brush up on the Barcelona Principles. You already know what they are (right)?
- Have a meeting with your Marketing colleagues to share ideas and develop cross-discipline communication strategies.
- Do a Social Media Cleanse. Does your brand need to be on Pinterest? Is Instagram working for you? Are your Twitter followers not the best representation of your brand? What’s Facebook doing for you?
- Review your Crisis Plan and update it, if necessary. If you don’t have a crisis plan in place, create a first draft asap and share it with your team and C-Suite.
- Assess your media relationships. That holiday card you’re about to send won’t endear you to a reporter. Set up a meetings with key journalists in the first quarter of 2016. Brush up on their body of work beforehand. Commit to developing meaningful relationships with this important stakeholder group.
- Familiarize yourself with your organization’s stated mission and goals and make sure your PR dept’s Mission and Goals align with Corporate. Likewise, if you’re with an agency, be sure your client is in sync with its organization’s overriding mission.
- Audit your resources. Do you have the right team in place to take on the challenges of 2016? What are the most important job responsibilities and skills you need on your team next year? Consider this carefully and don’t be afraid to have difficult conversations and make bold moves.
- Do a Diversity Check. Is your brand inclusive and are the voices representing your organization and brand diverse?
- Host a Failure Fest in the next few weeks; members should share their favorite failure of the year and what they learned from it. No #Winning stories allowed.
Keep me apprised of your progress on these 11 ideas. If you can’t get to all of them this month, there’s always next year.
– Diane Schwartz
On Twitter: @dianeschwartz
At the Oct. 26 Platinum PR Awards Luncheon in NYC, PR News honored the top PR campaigns of the past 12 months and the teams behind them. The level of sophistication and creativity among the winning campaigns is a testament to the power of public relations and the advancement of our profession. (Check out the winners and see for yourself.)
Meanwhile, back on the awards stage, we asked award winners one-answer questions, such as what is the one skill that PR people will need going into 2016, and what one characteristic are you looking for in your next great hire?
Patterns emerged in the answers, and most noteworthy was a growing sentiment that PR and Marketing need to collaborate more – or at least start earnestly talking to one another. Being nimble and flexible were also mentioned often – perhaps a nod to the do-more-with-less even as things change at warp speed. The obvious skills such as being a great verbal and written communicator, knowing how and what to measure, possessing business/financial acumen were not mentioned because they are a given and also do not make for pithy sound bites when you’re on stage in front of hundreds of peers.
We also asked the winners to name the social media platform or app they wish would go away. The majority answered Snapchat, which surely is all about disappearing but there’s no sign it’s going away anytime soon.
Here’s what your peers say are the most important characteristics and skills for PR pros going into 2016:
- Collaborating with marketing
- Marcom skills
- Sense of humor
- Positive Attitude
- Willingness to be nimble
- Multitasking abilities
- Ability to adapt
- Willingness to adapt
- Insatiable curiosity
- Ability to focus
- Adept at identifying new stakeholders
- Able to deal with volatility
- Embracing technology
Which top skills would you add to the list? Don’t be shy!
– Diane Schwartz
Envision a nationally televised debate among leaders in Public Relations. Who you picture on that stage is a pretty good indicator of the state of our profession. To keep the personalities out of this for now, what issues would you want debated? What are the themes resonating now that also will prepare us for a stronger future as the leaders of reputation management, storytelling and fair public discourse?
Following are some potential debate topics that Anderson Cooper and the like might ask PR leaders. Please chime in since it’s about all of us coming together for a brighter future, right?
- Social media as strategy: After all the Facebook likes and Twitter followers, what do you have to show for it? Does social media move our brands forward or are we wallowing in a false sense of popularity or unpopularity? How can we make social media communications more meaningful?
- Are we really that into Measurement? At a PR News conference in early October, roughly 90% of attendees said they did not know what the Barcelona Principles are. Does that mean communicators aren’t following those measurement guidelines, and is it beholden on senior leaders to ensure that all PR staff study and execute on this short list?
- Are we getting closer to integrated communications? How can Marketing and PR collaborate more effectively and how can we resolve the issue of who gets a bigger piece of the budgetary pie? In other words, why can’t we all just get along?
- Is the press release dead?: Media relations is a touchstone of Public Relations, but are reporters and other stakeholders reading press releases? We know the release is an important communications vehicle, so how can we make sure it’s leveraged effectively and is not the sole means of telling a story?
- Is voice communication losing its sway? With texting, social media, emoji mania and email communication representing the majority of daily interactions, are people forgetting how to talk to one another and how can PR lead the way?
- Is employee communications an HR thing? Though employees are on the front lines and the most likely brand ambassadors, what role does and should PR play internally?
- Can PR be tied to sales? We’re told that it can, but how are you proving this and once proven why are we not shouting it out from the rooftops? This goes back to my Measurement question earlier. Shouldn’t PR be a driver of sales?
- Why isn’t there more Diversity in PR? What more can we be doing so that at all voices are represented in this profession, that ethnic, racial and gender diversity are not a problem within our own ranks?
- PR advocacy: there are at least a handful of PR associations representing the industry, but are we doing enough within our organizations to evangelize the power of PR?
Let’s end the debate on a high note. Public Relations is stronger than ever, as evidenced by the growing number of people entering the profession, the increase in PR compensation year over year and the utilization of PR counsel at the highest levels of an organization. The issues we face, however, will continue to challenge our profession. Let’s deal with them head-on.
- Diane Schwartz
There are many reasons people use clichés, catchphrases and trendy words of the day: it’s a communications shortcut, and for the most part it’s not illegal. Those are the only reasons I can think of. So, as in years past I present to you the Epic List of Useless Words, Sayings and Retorts. This is a working list that I edit as I live my days – I’ve removed many contributions from the last year (we’ve made progress!) but have added many new phrases (let’s not get cocky!). The list also includes contributions from PR News blog readers because we’re in this together.
While the list below may smell to you of sarcasm, it’s meant to be a fresh look at communication gone bad. It’s directional and subjective, honest and yet disposable. There are a few items in this list that could actually get you in trouble, depending on the time, place and your body language. For the most part, though, it’s just a reminder that as communicators we can always aim higher.
Feel free to make additions to the list – I’m sure this is not complete:
THE EPIC LIST
“To be honest with you” (Now I don’t believe you)
During a conference call awaiting a response: “Sorry! I had you on mute.” (pay attention!)
During a meeting: “Can I interrupt?” (what if you said No?)
“I think we can definitely do that.” (this response does not inspire confidence)
“Oh, Millennials!” (blame it on an entire generation)
I’m literally _________ (just remove the word literally)
“Hashtag No Way” or “Hashtag First World Problem” (cute if you’re in high school, but, um, grow up!)
“I am sooo busy!” (aren’t you special? No one else is busy!)
In a press release: “the leading solution provider…” (no reporter believes this about your company)
During a brainstorming session: “We tried that last year and it didn’t work.” (second time can really be a charm)
“It is what it is.” (It is annoying)
“I personally feel.” (redundant, redundant)
“You need to be more passionate.” (You can’t make people feel passionate)
The word “social” as a noun, as in, “Acme does social really well.” (Being social means having friends, not selling product.)
“I’m a ____________ junkie.” (Since when is addiction a virtue?)
“I’m just doing what I’m doing.” (Redundancy will be the death of me.)
“We need to own social media.” (Um, the public owns social media. What you really mean is you need to tie your social media efforts to a bottom line, be it financial, social good or reputation.)
Guru (unless you are a spiritual leader or are the best of the best at something, find another descriptor)
“Going forward” (Meaning “from now on” as if you could also dictate past behavior)
“No offense” (Which means “I am about to offend you.”)
“I’m confused” (Which means “You’re confused and I am going to set you straight.”)
“Circle back” (Which means to bring your Conestoga wagon back into a circle.)
“With all due respect…” (Hearing that phrase, buckle-up: The words that follow will certainly bear no relation to “respect” or any recognized synonym.)
“At any rate…” (It is so seldom used in connection with a literal rate of any sort.)
“To make a long story short” (already makes your story six words longer.)
“I don’t hate that idea.” (Otherwise known as “let’s think about that more.”)
“We want to be in high-profile media” (…said everyone on earth that wants to be in any media.)
“How should we spin this?” (this is why PR’s reputation sometimes suffers)
“We need to be strategic.” (“Strategy” and “strategic” are so overused; no one explains what they mean by this, what the plan of action is or the tactics we’ll use to achieve the goal.)
“Let’s take a step back.” (It’s an early indicator that you are dealing with a conservative organization where innovation is outside their comfort zone.)
Irregardless (what’s wrong with “regardless”?)
Anyways (not a word)
“Don’t take this the wrong way/personally …” (well, now I am taking it that way)
“Out-of-the-box thinking” (cringe!)
“If you will” (No, I won’t)
“Open the kimono” (creepy)
“Drink the Kool-Aid” (just like those in Jonestown in 1978? I don’t think so!)
“Let’s talk offline” (but I’ll call you on your line after this meeting)
“Boil the ocean” (clever by half)
Awesome! (with or without !, better to not utter as a grown-up)
Ramp up. Tee up. Synch up. (Throw up.)
Synergy (don’t use in press releases, unless it’s the name of your company)
“Run it up the flagpole and see how it flies.”
“Skin in the game”
“Ping me.” (check with HR first)
“I’ve got a hard stop at _________” (When is your soft stop?)
“We have a horse in this race.” (Less painful than one’s own skin the game, but same principle.)
“Kill two birds with one stone.” (poor birds)
“Give 110%” (What is wrong with your math?)
Net-net (why both nets?)
“Put on your big girl panties.” (for so many reasons, best to not say this)
Utilizing (try “using”)
Transparency (Those who use this term are anything but transparent.)
From an agency exec to a client: “Of course, we can do all of that!” (sounds fishy, I don’t believe you; be specific on what you can do and what you might not be able to do. )
From a client to an agency rep: “I need a dashboard” (can you be more specific? Everyone’s asking for a dashboard and there are Mercedes dashboards and Pinto dashboards – which do you want?)
From an employee to her employer: “Where is my career going here?” (you should know, bring a plan to get there; don’t let your employer tell you who you should be)
From a CEO to his PR team: “Get us some good press.” And the PR exec’s response: “Consider it done.”
– Diane Schwartz
Let’s connect on Twitter: @dianeschwartz
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.
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