How to Forge Stronger Connections and Still Have Time for a Bath

“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!):

That’s right: take more baths. Some of the best advice is the simplest.

- Diane Schwartz

@dianeschwartz

Leaving Las Vegas and Entering Reality, Here Are 6 Key Takeaways from CES

ces-2016-tech-companies-have-eye-virtual-reality-drones-smart-home-categories-grow-salesThe 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

@dianeschwartz

 

 

 

 

 

 

8 Ways to Create Thankfulness and Cheer Year-Round

give-thanks1Now is the time of year when we dispense a lot of thanks. Yet after the ball drops in Times Square and we start referring to the year 2016, the amount of thanking we do will undoubtedly diminish. Whether at work or at home, we are avid thankers between now and December 31. Why not keep it going?

After the last leftover turkey meal is consumed, the umpteenth hug and handshake exchanged, and the gifts opened, used, returned or re-gifted, I propose we create more holiday-inspired opportunities year-round.  The gestures and activities we’re engaging in during the holiday season can, indeed, be continued for the next 10 months at very little cost and with high reward. Consider these ideas for creating more Thank You opportunities at work:

The Cards: Each week, send a card to a stakeholder – a reporter, a customer, a client – thanking him/her for something that transpired (a great interview, purchasing your product or service, etc)
The Parties: Commit to hosting a small party for your team every quarter to celebrate recent successes.
The Gifts: Every few months, give a small gift of thanks to someone in your organization with an under-the-radar job – perhaps the guy in IT or the people in the mailroom or the woman in HR.
The Community Service: Volunteer your time at a food bank, homeless shelter or any organization that could use your time and assistance “off-season” and encourage your company or team to participate too.
The Decorations: Take a look at your work environment: does your office best reflect who you are and does your workplace in general need some uplifting? Your team will thank you for caring.
The Photographs: For no declared reason, have a new team picture taken half-way through the year; add it to your new decorations (see above) and give a framed copy to each team member.
The Long-Lost Friends: Reach out to colleagues from conferences past and to peers who got away. You’ll be surprised how thankful you’ll feel for reconnecting.
The Time Off: get away from it all throughout the year, not just during the holiday season. Don’t be that person who is the first one in the office and the last one to leave.

Intentionally kept off is the Ugly Sweater, if you so choose to wear one at a holiday party. Some things are meant to be embraced just once a year. You’ll thank me for that piece of advice.

– Diane Schwartz

On Twitter: @dianeschwartz

 

Encouraging or Discouraging Brand Ambassadors: That is the Question

16467965-Abstract-word-cloud-for-Brand-ambassador-with-related-tags-and-terms-Stock-PhotoIt’s said that good things and bad happen in three’s. Sometimes in two’s, and a few times they’re mixed, good and bad. Recently several events happened in quick succession and while not good or bad, the contrast between them was stark and yielded a bevy of lessons from a PR and marketing standpoint.

Last Saturday I was reviewing a concert for a classical music site. A cheerful representative of Washington Performing Arts greeted me outside the concert hall, handed me the complimentary tickets and said, “I hope you enjoy the concert.” Stapled to the outside of a Washington Performing Arts envelope containing the tickets was a small, white piece of paper. Typed on the paper in rather large typeface were the words: “Please mention Washington Performing Arts in your review.” A direct message, decidedly low tech, maybe a little bold, simply presented, without color or logo.

The next day, during a sketch troupe rehearsal, I was taking notes on an Apple iPad Air 2. The iPad was housed in a black leather case that includes a keyboard, which I used to make note taking easier. A fellow participant asked about the keyboard. I heartily recommended it to her, pointing out that it was Bluetooth enabled and part of the unit with the protective casing. It essentially protected the iPad and made it act like a small, light PC, good for taking notes during rehearsal, writing and saving scripts etc. I added that I had used a similar product from the same brand on a full-size iPad for a few years previously.  I was very happy with that earlier product, too, I said.

She then asked me for the brand name of the keyboard and casing. I searched for a few seconds. The casing, as I said, is black, so I thought the name might be hard to see. I kept looking.

Slightly embarrassed, I said if there was a brand name on the product I couldn’t find it. I told her I thought the brand name was odd, but couldn’t remember it. I promised to find the box that the product came in at home—thank goodness I kept it—and relay the information to her. The following morning I did.

The brand name is ZAGG. In existence since 2005, ZAGG makes products that “protect and enhance mobile devices for consumers around the globe,” its website says. ZAGG is based in Utah, was founded in the garage of Phillip Chipping and trades on the NASDAQ. Its site is useful, direct and contains the usual tabs (about us, investor relations, products, executive biographies) and, oops, at least one broken link on the day we looked at it.

The next day on a walk I passed a small store in downtown Washington, D.C. It was a ZAGG store. Inside I found the folio (the product model’s name) and asked the salesperson if there was a reason it lacked a brand name on it. Thinking I had a story for PR News I reasoned perhaps ZAGG feels that less is more and in an attempt to avoid logo-mania, ZAGG elects to go low key, at least on the product I own. Sounded like a good theory and a cool story.

The salesperson was unaware that the product lacked a brand name, unfortunately. He joined me at the display rack and showed me a folio with a white ZAGG logo on the keyboard’s space bar and stamped into the black leather on the case. The logos were understated but visible. He then realized he was showing me an updated folio.  Indeed, my model, he admitted, lacked branding.

Edelman represents ZAGG, according to ZAGG’s site, so I contacted the representative listed and asked why there’s no branding on my folio. Within minutes an Edelman rep, Alexandra Kenway, responded. She said my question was “relevant” and that she’d have a ZAGG response soon. She also asked me a series of legit questions: Was I writing an article? Where would it appear? When did I purchase the ZAGG product? What was my deadline?

Good to her word, the next morning she wrote to me: “[ZAGG is] really happy you’ve enjoyed the products and would like to thank you for the recommendation to your friend. In regards to your question, they replied, ‘As we’ve grown as a company and a brand, we’ve been more intentional on how and where to include our brand on our products.’” Kenway added that she’d be happy to take further inquiries.

Similarly, Washington Performing Arts, which has presented music, dance and vocal performances in the D.C. area for some 40 years, responded quickly to my inquiry about its version of branding for the media. My question to president/CEO Jenny Bilfield, relayed through a helpful media rep, Amanda Sweet of Bucklesweet Media, was: Does this simple, direct message to journalists and reviewers work?

As Sweet promised in a cordial note to me, Bilfield’s answer arrived promptly. Like ZAGG’s response, we print it in full: “It makes me crazy when Washington Performing Arts isn’t mentioned in conjunction with a performance we’ve presented.  Granted, we’re an unusual arts presenter in that we don’t have a sole venue that ‘brands’ us, nor a standing ‘troupe’ as in a dance company or theater company.  Journalists often assume venues and presenters are one and the same…and in most cases they are.  Not the case with us, and the distinction is very important.

We attach a note to the tickets so that writers remember that it was Washington Performing Arts that made the curatorial decision, raised the money, engaged the audience, and put the event together…took the risk. When a writer mentions Washington Performing Arts, then a reader may visit our website and discover more that they like and enjoy from our curated season; whereas, if they trace the performance to the rental or host venue, they’ll not have the selective view of our programs across the city.

It’s our intent to build long relationships with the people who attend our performances and support our programs.  By omission, it is inaccurate to document — in a paper or magazine of record (online or in print) — only the location of the event, when the event would not have happened were it not for us.”

She then thanked me for mentioning Washington Performing Arts in my review. “Much appreciated. Truly!!!”

—Seth Arenstein, editor, PR News
@skarenstein
@PRNews

 

 

 

 

 

9 Issues for a Nationally Televised PR Debate

151013_POL_who-won-democratic-debate.jpg.CROP.promo-xlarge2Envision 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?

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

@dianeschwartz

 

The Epic List of Useless Words and Phrases (Continued)

UselessThere 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.”)

Ideation

“Circle back”  (Which means to bring your Conestoga wagon back into a circle.)

“True that.”

“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

Awesome! (with or without !, better to not utter as a grown-up)

Ramp up. Tee up. Synch up. (Throw up.)

Factoids

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

A Yearly List That Can Help You Communicate with Millennials

Signs of the times:

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.

'What, I Have to Tweet? Alabama's Nick Saban

‘What, I Have to Tweet?’ Alabama’s Nick Saban

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.

Seth Arenstein is editor of PR News.
@skarenstein
@PRNews

 

 

We Need to Dispel These 5 PR Myths

mythsSearch the term “hires a PR firm” on any given day and you’ll find a fresh news story about a company hiring a PR firm to handle a crisis. Shocking news! Stop the presses! How dare they revert to PR!

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

How to Prep the Boss For a Major Presentation

As the GOP prepares to hold its first presidential debate in Cleveland Thursday night, many PR pros are probably asking: How would I advise the 10 White House wannabes participating in the debate?

Civilians most likely will watch the debate to see, for example, if Republican frontrunner Donald Trump sticks his foot firmly in his mouth or New Jersey Gov. Chris Christie, as is his want, threatens to punch one of his opponents in the nose.

Executives who reside in PR precincts will watch the debate with a more jaundiced eye. In the spirit of conjecture, they might wonder why Senator Rand Paul is getting stuck in the policy weeds and failing to display his (salty) personality or why former Florida Gov. Jeb Bush—who was supposed to run away with the GOP nomination—comes off as a big stiff.

The debate begs PR pros to locate their inner media trainer. Sure, your boss may not be running for the highest office in the land. But, whether it’s a speech before an important group of shareholders or a joint press conference with a partner to talk about a new product, communicators are responsible for making sure senior managers appear in the best possible light and reflect well on their brand or organization.

With that in mind, here are a few essential tips on prepping the boss for a major appearance/debate/presentation:

> Have a sense of humor. If people relate to one thing in life, it’s humor. Serious subject matter aside, the boss has to show that he or she is quick to laugh and, when appropriate, can make light of a situation. That’ll win more converts than forever taking an unsmiling, somber approach to the discussion/debate/forum.

> Maintain eye contact and pay close attention to body language. There’s nothing creepier than when the boss is holding court with the media and/or other constituents and his eyes are darting around the room. Perception is reality, of course, and failing to maintain eye contact may suggest ulterior motives, or worse. For similar reasons, it’s crucial that communicators tutor the boss to pay close attention to body language and make sure that certain facial expressions or physical stances may send the wrong message without uttering a word.

> Say, ‘I don’t know.’ It wasn’t that long ago that a top executive responding to a media question by saying, “I don’t know,” was considered the kiss of death. No more. In an increasingly complex world, saying, “I don’t know,” shows a certain humility and frankness that people appreciate. It helps the cause if an “I don’t know” is quickly followed by, “We are working very fast to get you an answer, which we’ll put up on our website as soon as we get the most accurate information.” Don’t stoop to give a false impression.

What would you add to the list?

Follow Matthew Schwartz on Twitter: @mpsjourno1

 

 

PR is Sales is Marketing is Advertising

Silo-bustingThe lines are blurry. As a communicator you are usually selling something – an idea, a story, an interview to the media, a budget, a campaign. To close on that effort – to get the story, win the account, score a larger budget – is a similar feeling your Marketing counterpart has when her campaign idea is approved or when a customer buys the product based on her messaging. And the salesperson down the hall from you? He is always prospecting, aims to be in front of clients or at least on the phone with them, understanding their pain points and their spending limits.

These three levers of Communications – PR, Marketing, Sales — are at their best when they’re working together, not separately. Most practitioners and strategists agree with the premise, but the underlying pain points, frustrations, budgetary constraints, conflicting goals may stop the three from even wanting to work together.  I’ve posed the question in a previous post, Will PR and Marketing Get Married One Day? A lot of you responded and as a whole we’re in favor of this matrimony. But how about we go on a few dates first?

The best communicators will be the ones who have a firm grasp on Marketing, who partner with Sales to help close business, and who are pushing for consistent messaging across this spectrum. If you shy away from Sales or snub your nose at Marketing (that department that steals some of your budget), then you will be OK, possibly. That is to say, you can get by. But to be an extraordinary communications executive you need to spend some time in their shoes. Here are three easy things you can do in the next 30 days to narrow the gap and broaden your organization’s (and your own) opportunities:

Lead a Sales Call: Try to sell something to a client: ask your sales dept if you can sell your company’s service or product to one prospect. Set up the appointment, do your research, lead the meeting, close the business, send out the proposal, wait for the signature. Sometimes you’ll be waiting longer than expected for a signed contract and that’s part of the process and why the rewards taste so sweet.

Be a Marketer: Sit in on Marketing meetings and listen without your PR hat on. Understand how they measure success and manage budgets. Ask to work on a campaign in which you need to partner with the PR team.  It’s not always easy to collaborate and see the other side. As a marketer, you may want to spend more on b-to-c advertising while PR is pushing for a media relations push with the trade press. Find common ground and share in the hits and misses.

Break Bread & Barriers: Set up monthly Integrated Communications Breakfasts. An early morning meeting of the minds where you are fresh and prepared could work wonders. Share current initiatives, report on performance of campaigns, ask for help and guidance. This will increase transparency and lead to more collaboration.

There’s nothing like coffee and bagels to smear away the friction that exists when three departments are used to eating alone.

– Diane Schwartz

@dianeschwartz

 

 

 

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