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
We are well into “conference season” when us avid learners hit the streets and land in a semi-comfortable chair in a meeting room or ballroom to do what we love to do most when attending an event: stare at our phones. It’s so tempting, right? You have the choice of listening to a panel of speakers share ideas on the very topic that you signed up to hear about; at the same time, there are screens to be tended to, be it your laptop, iPhone, iPad or, if you’re lucky, your Google Glass.
Being at a professional conference gives us an incredible opportunity to:
- Meet new people
- Hear amazing speakers
- Hear mediocre speakers, thereby inspiring us to hit the speaker circuit
- Develop new ideas
- Crystallize strategy
- Forge partnerships
- Learn about new technologies
- Un-learn bad habits
- Create a notebook full of smart tactics to take back to the office and implement
Likewise, attending a day-long business conference also allows us to:
- Catch up with old friends on Facebook
- Create a new Pinterest board with summer vacation ideas
- Email your child’s teacher about a homework assignment
- Scroll through Instagram and like a lot of photos
- Take a BuzzFeed quiz
- Check out eHarmony (for the singles set)
- Catch up on news via Twitter and search for retweetable items
- Complete an overdue work project — finally, you have time!
Surely, we can take advantage of both opportunities: there’s no law preventing you from liking your sister-in-law’s latest status update AND listening to panel of speakers share presentations prepared over weekends and late nights (we presume). There’s nothing unethical about taking that BuzzFeed quiz about which Game of Throne character you are (I got Arya Stark) while writing down the 7 Barcelona Principles. Nothing wrong with that at all. Except do you now understand what the Barcelona Principles are just because you sat in a room in which it was discussed? My point is that there’s a time to Buzzfeed and there’s a time to feed your mind with new ideas that will make you smarter, better than your competitors and a valuable contributor to your team.
Next time you’re at a conference, try to be “all in” – which doesn’t mean 100% listening and engaging. That’s impossible, IMHO. If you could just shed half of the bad habits that you personally engage in at conferences, you’ll be way ahead of your peers. Maybe I’ll see you at our April 8 PR News Measurement Conference and we can share our progress on this front. I will spot you right away – you’ll be the one taking notes, asking questions, nodding affirmatively at the speakers and setting goals (which, by the way, is one of the 7 guiding principles of PR).
– Diane Schwartz
For the past few years, the New York Knicks have put on a clinic on how not to conduct media relations.
With Jim Dolan at the helm, Knicks’ brass has valued secrecy more than storytelling. They prefer to hide from the media rather than face the fallout from nearly a decade and a half of losing and lousy decisions.
Phil Jackson, aka the Zen Master, who last week was named president of basketball operations for the team, needs to change the Knicks’ media policy. In doing so, Jackson may inspire PR managers grappling with a business culture that continues to shun the media to its own detriment.
If early returns are any indication, Jackson’s wheels are already grinding with regard to how to make the Knicks more media-friendly.
Jackson was in attendance for last week’s Knicks game versus the Indiana Pacers at Madison Square Garden, and the mood was downright electric. Throughout the game Jackson made himself available for sports reporters from both ESPN and MSG Network, fielding tough questions about the beleaguered club with candor and good humor.
Asked what it was like to return (as the big enchilada) to the team where he had his most success as a player, Jackson smiled, and said, “Pretty cool, eh?” It was just like two pals in a bar having a pleasant conversation, and, from a PR standpoint, how can you argue with that?
Of course, sunlight is said to be the best of disinfectants.
Now, as Jackson’s gets into the minutiae of the day-to-day operation, he should spread some of that sunlight throughout the Knicks’ organization.
But Jackson has got his work cut out for him.
When he was introduced to the media last week, the press conference was an exercise in selectivity, with radio commentators remarking that some beat reporters were called on to ask questions while others were ignored
This does not bode well for any organization. The media taketh away, of course, but they giveth, too.
Do you believe in your product or not and, despite some serious setbacks, are you willing to defend it against the critics who, after all, are just doing their job?
Fortunately, Jackson exudes certain qualities that should permeate the building, and the way in which the Knicks approach the media.
It’s a formula for any company or organization that wants to be ahead of the game and not let others define it.
> Calm. Jackson is Buddha incarnate. He brings a sense of calm that other senior executives can adopt when dealing with the media. This is not to suggest that PR reps should have media-shy managers take a crash course in “Serenity Now,” but, rather, maintain a sense of equilibrium with the media and know that (in most cases) the media are not out to get you.
> Cohesion. Whatever Jackson has said to the media in the last week, most of his comments have revolved around a sense of team, trust and communication. When dealing with reporters, too many top-level executives personalize the conversation (which tends to draw the ire of reporters) instead of making it about how to lead an enterprise populated by disparate individuals who have to face their challenges together.
> Cool. Who wants to hang out with Jim Dolan, who, despite his rock rock ‘n’ roll bona fides, comes off a real drip. You want senior executives who have a sense of cool about themselves, their brand and their employees and won’t wilt at the slightest knock or criticism, but understand that’s part of the (media) territory.
Follow Matthew Schwartz on Twitter: @mpsjourno1
They’re breeding. In the last couple of years, social networks have started to proliferate in a big way, coursing through the brains of communicators who are still trying to figure out how to monetize some of the original social channels à la Facebook, LinkedIn and Twitter.
New social networks and apps are coming fast and furious. As they get additional rounds of funding, the platforms will inevitably look to brands and marketers to drive them toward the mainstream.
PR pros might ask, what’s the purpose of using a social network that encourages anonymity? There’s been a similar response in PR precincts with regard to Snapchat, a photo messaging application in which the messages self-destruct within 10 seconds.
So far, the general consensus among communicators has been: How can Snapchat help to get the word out when it’s based on ephemeral messaging? Perhaps HBO, McDonald’s, Taco Bell and other mega brands that are experimenting with Snapchat can provide the answer.
Medium is another startup that, considering the track record of founder Evan Williams (Blogger, Twitter), may become a household name soon enough. The website, which caters to amateur writers and professional ones, now gets 13 million unique users a month, according to The New York Times.
Unlike most websites, there are no comments at the end of posts on Medium. However, readers can leave notes tied to specific words or phrases. Sounds like a subtle yet legitimate way to get your message out.
As traditional media outlets become subordinate to social platforms, the onus will fall to communicators to figure out which of the nascent social networks can juice their PR programs and which to leave well enough alone.
With that in mind, here are few questions to determine if some of the new social networks referred to above—and those that we haven’t yet heard about, but no doubt will emerge—can apply to your PR and marketing efforts.
> Does the network hold appeal to any of your audiences? Better yet, is there a solid percentage of younger people who flock to your brand? If so, they’ll probably flock to nascent social networks, too. Then you have to monitor how “sticky” those audiences might be with a specific network.
> Do your brand attributes dovetail with myriad technologies afforded by the social networks? Does your PR strategy sometimes include teasing an audience or promoting scarcity? (That’s Snapchat’s raison d’être, for now.)
> How can new social networks enhance your events and conferences? Is Medium a vehicle to get a better read on which keywords (and thus ideas) might work best when a C-level executive is making a presentation about the company’s products and services? Is Whisper a way to surreptitiously start a conversation with customers and prospects?
These are questions PR pros are going to have to start asking. Better that than to pooh-pooh yet another social network. That’s a nonstarter.
Follow Matthew Schwartz on Twitter: @mpsjourno1
At a yoga class the other day, the instructor excitedly and in a heavy whisper told us she was going to shake things up a bit. “We’re not going to do the same moves you’re used to.” I peered down the hall at the Spinning class and contemplated rolling up my yoga mat and making my way there. I am glad I stuck with yoga that day because it not only stretched my limbs, it challenged my mind in new ways beyond the 60-minute class.
The instructor was nervous about these changes and kept apologizing: “Sorry, but no Downward Dog today!” It was all about Child’s Pose. “Be a Warrior,” she declared, as she implored us to just forget about Mountain Pose today. The Seated Twist was totally new to this class, and you could hear the grunts over the soothing music. “I hope you’ll forgive me for requiring a different path today. I only wish it gets you thinking about what routine you may change in your life this week.”
It was a Sunday and I decided to take her literally. From Yoga I went grocery shopping and started my excursion in reverse – Aisle 18 (milk and eggs) rather than my typical starting point of fruits and vegetables, Aisle 1.
I had a spare half hour for a manicure. Instead I got a pedicure and selected a nail color that my 10-year-old niece would have chosen for herself. My yoga instructor would either be proud or appalled.
Later that night, I made my to-do list for the coming week. I put family things first on this list, then work items, and within the work to-do’s I listed only 2 things (rather than 10) for each day. I handed the sticky note to my husband to check it out. “Why are you showing me this?” he asked. I said, “Because I never show you my to-do list.” It was not exactly a romantic moment, but it was different.
At work, there are a lot of ways to shake up your routine. I’m not referring to barging into your boss’s office and asking for a raise, throwing your old computer on the floor demanding a new one, or launching a new product for a new audience. I’m talking about the little things you can do to rejuveniate, to challenge your muscle memory and to think of your day’s work in different and possibly more creative ways. This week, consider these changeups:
1. Walk down a different hallway to your office or cubicle: you’ll run into colleagues you normally don’t interact with and see areas of your work environment you never pay attention to.
2. Discard one item for every year you’ve worked at your company – pieces of paper you know you’re never going to read or need, items gathering dust, old plasticware. (Crumbs don’t count.)
3. Go to a competitor’s Web site, find something great there, and share it with your team in a positive, non-defensive way.
4. Favor a different social media platform: if you spend the bulk of your social media time on Twitter, for this week spend more time on Facebook, Pinterest, Tumblr, Google+ or LinkedIn. Post, respond, join a conversation.
5. Ask a colleague if you could shadow him or her for a few hours. Assuming this will be kosher with the highers-up, consider spending 120 minutes with your IT guy or 120 in Accounting; or a few hours with Marketing.
6. Go to lunch with a colleague you don’t know well. It might not sound appetizing, but chances are you’ll find common interests and learn something new about her and your company.
7. Write with pen and paper: Send a thank you note to 3 people: one person you work with, one customer or client, and someone who’s influenced you in your career. Don’t forget to mail it.
Just as my yoga instructor got me thinking in new ways, I hope this list will inspire you to shake up your routine and start to see new things in your environment and different ways of approaching work.
And with that, Namaste.
– Diane Schwartz
Find your way to my Twitter @dianeschwartz
Is the landline telephone headed for a museum near you?
It increasingly seems that way, what with more and more people wedded to their cell phones and myriad hand-held devices.
If landline phones do get mothballed, though, so, too, will what remains an effective communications tool for PR pros.
But we may be getting ahead of ourselves.
Despite the country’s increasing dependence on the Web, consumers who have landline phones still thought that their home phones would be harder to give up than social media, according to a new survey by the Pew Research Center.
That’s just one aspect of a larger survey, titled “The Web at 25 in the U.S.,” which took the pulse of 1,006 adults living in the continental United States. According to the survey, 28% of the respondents (who have landline phones) said it would hard to give up landline phones, as opposed to 11% for social media.
At the same time, the number of U.S. households that have landlines fell to 71% in 2011, down from 96% in 1996. Follow that stat to a logical conclusion and, within the next 15 years, the landline telephone may be considered exotica from the 19th and 20th centuries.
Sure, PR pros can call reporters and editors from most anywhere on the planet.
Whether you’re on a cell phone or a landline, it’s important to convey to the person your calling that he has your undivided attention. During the analog era, with a landline, that was easier to convey because with the exception of a pay phone, you had to be indoors and in a relatively quiet place.
While it’s hip in technology companies not to have landline telephones in their offices, my guess is that, for PR pros, picking up a landline to call a reporter about a story is becoming a novelty.
And being novel begets curiosity.
For reporters and editors, that’s half the battle. Now you can close the deal with a relevant pitch to the reporter’s audience(s).
Follow Matthew Schwartz on Twitter: @mpsjourno1
F. Scott Fitzgerald wore many hats. He was the chronicler of the Jazz Age; author of “The Great Gatsby;” a charter member of the so-called “Lost Generation” and inveterate boozer. He also coined one of the most enduring quotes: “There are no second acts in American lives.” Well, no one is perfect.
In America, second acts are a dime a dozen, and we can’t get enough of them.
To wit, Martha Stewart barely missing a beat as America’s homemaker following a five-month prison stint for insider trading; Robert Downey Jr., now the embodiment of box-office mojo after spending the middle part of his career in and out drug rehab, and the ultimate second act, Richard Nixon, who was left for dead after losing the California gubernatorial race in 1962 only to be elected president six years later.
The latest second act to emerge is cooking queen Paula Deen. It was just last summer that Deen acknowledged using the “N word,” according to her deposition in a lawsuit, and other racial slurs.
Sponsors dropped her like a hot potato. The Food Network dumped her. Then she went on NBC’s TODAY Show for a weepy sit-down, where she exclaimed, “I is what I is,” and was subsequently written off for all eternity.
Now comes word of the newly formed Paula Deen Ventures, which is being funded by a reported $75 million to $100 million investment by private equity firm Najafi Cos.
Jahm Najafi, who heads the firm, told The Wall Street Journal he believes that “the Paula Deen brand is alive and well.” Sounds like a man who wants solid return on his investment. So, how long before Deen reemerges with her own show on cable or, at the very least, online?
However things shake out, the Deen saga holds important lessons for communicators whose brands may have taken a hit from which they have yet to recover or may be foundering amid myriad changes in the marketplace.
With that in mind, here are a few tips for PR pros who are grappling with how to revive their brands or organizations and win back the confidence of consumers and constituents.
> When emerging from scandal or controversy, make sure all of the company’s key players get a fat slice of humble pie. Don’t let the company pretend that the scandal never happened. Don’t harp on it, of course, but make sure that your spokespeople are prepared to answer questions from the media and other stakeholders about why it happened and what you’ve done (or are doing) to remedy it.
> Without being mawkish, try and make amends to the person or persons who may have been offended by your actions. Embrace those communities that have abandoned your brand. Don’t window-dress, but demonstrate that you won’t take any audience(s) for granted.
> Make sure your employees are in the loop regarding any changes stemming from a scandal, and can serve as brand messengers. If you don’t get buy in from the rank-and-file, it’s unlikely that consumers will believe that you are trying to do the right thing.
What would you add to the list?
Follow Matthew Schwartz on Twitter: @mpsjourno1
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
One of the more intriguing facets of the 2014 Edelman Trust Barometer concerns the credibility of spokespeople for companies and organizations. The trend lines bear watching for PR executives and communicators looking to both personalize the face of their brand and improve employee relations
The 2014 Edelman Trust Barometer online survey sampled 27,000 general population respondents with an oversample of 6,000 informed publics ages 25-64 across 27 countries.
The most trusted sources of information remain people whose access may depend on what kind of relationship they have with your company: Academics and experts. They’re the most trusted sources this year (67%), up from five points from 2009, followed by technical experts, according to Edelman.
But here’s where things get interesting: After technical experts the most trusted source of information is what Edelman defines as a “person like yourself,” (62%), which grew 15 percentage points since 2009.
Little wonder that regular folks have gotten more credible as spokespeople during the same period that social media, which abhors hierarchy, has gone mainstream.
Delivering an organization’s message used to be a fairly straightforward exercise. Have the CEO or chief spokesperson share the information, regardless of the what kind of credibility that person has with stakeholders or whether he or she is media savvy. So long as that person got a bio in the first few pages of the company’s annual report.
Not in a Twitter age, though. Now, your most credible spokespeople are hiding in plain sight.
As information becomes democratized so, too, does the credibility of “regular” employees who can carry a message and, at the same time, attain consumers’ trust for the long haul.
The most trusted sources of information increasingly are the rank and file, folks who don’t have an axe to grind, and can inspire trust because when they explain a product, service or idea they’re sincere about it and unscripted.
The Edelman survey also found significant gains for regular employees, to 52% in 2014 from 32% in 2009, as the most credible spokespeople.
The credibility of CEOs grew to 43% in 2014, from 31% in 2009, but is still near the bottom rung.
That CEOs have some of the least credibility as spokespeople is not exactly earth shattering, and that’s not likely to change anytime soon.
It’s the rising credibility of a person like yourself and regular employees that’s likely to have a bigger impact on your communications strategy.
Follow Matthew Schwartz on Twitter: @mpsjourno1
For those of you tired of awards speeches, you’ll find no better honoree than Daft Punk, the electronic music duo that won four Grammy Awards on Sunday including Record of the Year and Album of the Year. The French helmet-headed duo took the stage at Sunday’s awards show multiple times in their loud silence, letting others speak for them.
While some media trainers may warn their clients to avoid appearing robotic, the opposite would hold true for Daft Punk.
While some media trainers would work tirelessly with a client to get the messaging just right, there are no words to be spoken, no lines to get wrong, no Teleprompter to worry about.
Makeup, hair, outfit? Not a problem for these robots. Just stand up straight and stiff and channel your inner robot.
Whether or not they are musical geniuses, Daft Punk has managed their image straight to stardom and have resisted the urge to put their egos ahead of their product. Their performances are lauded for their creativity and visual elements: the music version of visual storytelling (and you thought Daft Punk and PR had nothing in common?). When asked in the rare media interview about their robot get-ups, they speak in themes of human + machine, or the separation of their personal and public lives.
Let’s not get any strange ideas to start dressing our senior executives in robot suits and helmets and avoiding the media. (I believe that the president of France Francois Holland tried hiding behind a helmet recently and couldn’t avoid the media, but I digress.) What makes Daft Punk so interesting and compelling – regardless of one’s musical tastes – is the originality of their idea, the honing of their unique craft and a loyal fan base that accepts them for the robots they are really not.
– Diane Schwartz
If you’re not a robot, please follow me on twitter @dianeschwartz