The story about the little engine that could is a familiar and heart-warming one, a tale of a determined underdog fulfilling a difficult task against all odds. “I think I can, I think I can” is a commonly used refrain at challenging moments.
Sometimes, though, we might be stronger to think we can’t. To admit, “I think I can’t. I think I can’t” and to seek help.
This idea was brought to light last week during PR News’ Top Women in PR Awards ceremony when keynoter JJ Ramberg, host of MSBNC’s Your Business, reminded an audience of high achievers to ask for help without the fear of reprisal or embarrassment. The women who make up our 2015 class of top female communicators are a determined group that can relate to the little engine that took on the challenge of taking a stranded train over the hill while the bigger, more able locomotives refused.
I’m fairly certain that leaders of either gender know they can’t do everything well and will seek assistance every now and then. Aside from having mentors to guide us, it’s imperative that we as communicators are also able to communicate our (momentary) weaknesses and our need for assistance. To occasionally ask for help from colleagues, peers, friends and new-found business connections is to acknowledge our limits, to learn from the assistance we receive and to pay it forward.
The next time you think you’re the little engine that could or the big engine that should, consider your options. Could you use a little help?
– Diane Schwartz
This year’s Super Bowl lived up to its hype, and it was one of the first times in recent memory that I found the game to be more exciting than the commercials. This year’s array of $4.5m spots struck a more somber and heart-warming note than years past. Considering what’s happening on the world stage and within the NFL itself, it wasn’t such a bad idea for brands to get behind life-affirming messaging. Even Mexican Avocados looked cute! And beyond the touchdowns, interceptions and curious calls were lessons that might resonate with you as you kick off your work week, and as we count down to Super Bowl 50:
Pull the heart strings, repeatedly: The Budweiser Clydesdale/lost puppy commercial was among the most memorable ads of the night. The Budweiser commercial was rather familiar to most fans since it was viewed millions of times before it officially aired. It was a sequel to last year’s crazily popular “Puppy Love” tear-fest. “If it ain’t broke, don’t fix it,” Brian Perkins, vice president, Budweiser, told USA Today.
There’s a fine line between getting consumers’ attention and turning them off: Nationwide’s “Make Safe Happen” commercial was an unwelcome surprise and quite the downer for many as we watched a “dead” boy narrate all the things he missed out on. ” Tweeters took sides, mostly against the ad. Noted one tweeter: “Nice one Nationwide. That was pretty fun to watch a commercial about dead kids with my kids. #makesafehappen more like#scaremykids.” But people are talking about it — and the connection between your child’s safety and insurance — so I’m betting Nationwide considers it a success. In a statement defending the ad, Nationwide said: “While some did not care for the ad, we hope it served to begin a dialogue to make safe happen for children everywhere.”
Play through the crisis: The case of the deflated footballs (Deflategate) still in play, the Patriots astutely fielded, or rather deflected, media questions before and after the game and proved their ability to not let a crisis disappoint fans, otherwise known as a 28-24 win.
Own up to poor decisions: Sports analysts and Monday morning quarterbacks are calling it one of the “dumbest calls ever,” and it just might be up there. But it was encouraging to hear Seahawks coach Pete Carroll and QB Russell Wilson take responsibility (and not shift the blame) for the game-ending intercepted 1-yard-line slant pass. Not a rookie mistake; rather a rookie miracle that’s catnip to the media. Which leads to my last observation:
Don’t underestimate the rookies: there’s speculation that Wilson threw the pass in the direction of a less experienced player, clearly underestimating Malcolm Butler’s determination and skill. “I just read the play and made the play,” Butler said post-game. A lesson for us all.
– Diane Schwartz
When a Florida sheriff’s office recently noticed its new crest-engraved office rug read “In Dog We Trust,” rather than “In God We Trust” it turned a $500 typo into a nearly $10k opportunity. It held an auction for the grammatically incorrect rug in which proceeds would go to the local animal rescue organization. If we could raise $9,650 (which the sheriff’s office did) for every typo, grammatical error and poor turn of phrase, bad writing and editing could actually be spun into a rather beneficial side business. Alas, poor writing or sloppy editing persists among the best brands and among the best of us. It just happens. But we can do better.
It certainly doesn’t look good for communicators when a press release is riddled with errors, when an email to a reporter is lacking punctuation and clarity or when a business memo is strung together with disparate ideas and fails to cut to the chase. Spell-check cannot save a poor communicator.
There are a few quick fixes to our post-college national writing problem:
Find an Editor: Someone on your team should serve as your editor. Never let a press release go on the wires or an important document be distributed without another set of eyes. Don’t just have anyone edit your copy – identify strong writers who have a discerning eye. Just as importantly, track the changes your editor makes so you can see for yourself what is being changed and understand your writing weaknesses.
Read Two Great Articles a Day: Whether online or in print, read something in the news or within your markets and observe how the writer grabs your interest in the first 15 seconds and how the article articulates its main points and concludes the piece. You are reading a great story, and as a storyteller you can be as interesting as that journalist.
Let Your Best Work Marinate: By this I mean don’t rush your messaging. You need to let your writing evolve over the course of a few hours or even a few days. Come back to the piece and you will always find it needs polishing and you will embrace the act of polishing because a sparkling piece of work will get noticed.
Elevator Pitches Have Legs: Sometimes an overused reference is overused because it works. If you think in terms of how you’d convey to a colleague the main points of your press release, your content marketing piece, your client email on an elevator ride from the lobby to the 10th floor, what would you say? What you come up with forms the headline and lead and helps crystallize your message. Elevator pitches get easier the more you choose to take the ride. Which leads me to the last piece of advice:
Write Your Heart Out: While writing well is not yet a lost art, the less we write complete sentences (thank you, texting!) and the less we hold up great PR writing as a benchmark of communications excellence, the more likely we are to lose ground with our stakeholders. Take your writing seriously. Craft something interesting every day. And prepare to be edited. It’s part of the writing process.
- Diane Schwartz
PS: Check out our PR News Writing Workshop on Feb 10 in San Fran. I hope you’ll be able to attend!
In the realm of getting noticed–otherwise referred to as brand awareness by non-civilians in communications—the McDonald’s “Signs” ad, which ran during the Golden Globes Awards and NFL playoff games this past weekend, is a resounding success. Whether or not it drives sales is for the ad agency of record and in-house communications team to prove weeks and months from now.
During the signature TV events on Sunday, Jan. 11, McDonald’s ran an ad showing signs outside franchise restaurants with inspiring messages of solidarity for local customers (“A Little Lovin Can Change a Lot,” “Hug Those Dads,” “Welcome Home 442nd Fighter Wing”) backed by maudlin music. At the close of the commercial there’s text that says “see the stories behind the signs,” with a link to the McDonald’s Tumblr blog.
Reaction to the spot has been mixed, the media has decreed. Some think it’s crass to align caring and sharing with a multinational brand one might associate with bad eating habits, obesity and low wages. Well, you can’t blame people for not lovin’ it, but if you focus on the goals of advertising and PR you can’t help but be impressed.
Adweek reported that 45,792 tweets mentioned McDonald’s on Jan. 11, “up from roughly 36,000 on Jan. 4 and 27,000 on Dec. 28.” Adweek also said that although the ad was divisive, sentiment dipped only “slightly” when comparing the three days. Meanwhile, the Signs ad on YouTube has topped a million views in just a couple of days. So we’re talking about a pretty nice interplay among paid, owned and earned media.
What’s not to love, if you’re in the business of selling burgers?
—Follow Steve Goldstein, @SGoldsteinAI
Forget new year’s resolutions about losing weight, completing your first novel, hiking the Pacific Crest Trail while learning how to play guitar. Those sorts of resolutions just set you up for disappointment. It’s time to get realistic. As far as career resolutions go, there’s no shortage of things we can do better. As communicators, we are fortunate to be working in a field that is constantly changing and therefore challenging our skills and patience. With that in mind, I put together 15 activities that can set you up for a more gratifying year on the job. This doesn’t mean you can’t still try to master the art of French cooking or call your in-laws once a week. Give at least a few of these a try in the coming week:
1. Become data savvy not data obsessive: understand what all the hullabaloo is about “data” in your organization and then learn how to leverage it for good, not just because.
2. Tell a good story: that’s one reason why we’re in PR, to tell great stories. If it means re-reading your favorite Rudyard Kipling short story to remind you of great storytelling, well that wouldn’t be so painful.
3. Foster a relationship: whether it’s with a co-worker, a reporter, a client or a customer, get out there and get to know someone new.
4. Look up: practice proper protocol and be in the moment by not staring down at your phone while in a meeting or in social interactions.
5. Find a mentee: help a budding communicator navigate the increasingly complex areas of PR. Seek a mentee through your own organization or through industry groups like PRSSA.
6. Give your customer a face and a name: find out who your optimal customer is (or your client’s optimal customer) and tack a photo of that person by your desk. Gear your efforts toward him or her.
7. Measure twice, cut once: best to know what the key metrics are before you launch a campaign or initiative and use those as your guide; it saves you much time and heartache in the long term.
8. Write something: practice writing every day; the more you write, the better you get at writing. Volunteer to write a blog post for your company or to guest post for a client; write an article in your company newsletter or update your group or clients with a well-crafted email memo.
9. Switch jobs (for a day) with IT: gain a better understanding of what your digital team does every day by spending some time dealing with people like us who are always needing something from them.
10. Get your policies and plans in order: do you have a social media policy? An employee handbook? A crisis plan? Have you read or updated them? Now is a good time to brush up on the dry stuff.
11. Audit your assets: take stock of your content libraries (if you have them), your photo archives, press release templates, review your About Us web page, and other assets that could come in handy in the event of a crisis, merger, acquisition, corporate change or last-minute request from a reporter.
12. Drop a social media platform: do you really need to be on Pinterest? Maybe that stagnant LinkedIn Group is making your brand look bad, not good. No need to be there if your audience is not visiting.
13. Adopt a social media platform: try out a new platform – whether it’s Snapchat, tumblr or Google+, test new social media waters to develop a stronger sense of where your should invest time and resources.
14. Hand-write a thank you note: A few times a month, thank a customer, a client, a colleague, a reporter, an analyst; be on the mental lookout for those people who are helping you and write them a note. Your letter will stand out and all parties will be grateful. (Don’t forget to mail it.)
15. Advocate for PR: I’m not telling you anything new when I say that Public Relations as a discipline is only as good as the disciples. Become an advocate for measurable PR strategies and tactics that move the needle in a positive way. Share your best practices of the trade and spread the word about the power of Public Relations.
Happy new year, friends of PR News!
- Diane Schwartz
We’ve seen the video and we’ve read countless articles about Ray Rice’s behavior back in February of this year at an Atlantic City casino when he was caught on tape assaulting his fiancee Janay Palmer and then dragging her limp body out of the elevator. We’ve read with fascination the NFL’s multiple reactions to the assault and we’ve watched Janay stand by Ray, marry him and even apologize for her behavior.
Fast forward to now and we get to watch an incredible media plan at play. Opinions aside about domestic abuse, whether the former Baltimore Raven should be reinstated or how abhorrent his behavior was (or is). The way Janay and her PR team are handling the media is a lesson for communicators in crises.
You may or may not agree with Janay’s decision to stand by her husband, but for the sake of this post, let’s say that’s beside the point. Her control of the message over the past week was impeccable. It was neat and clear. It was consistent and had emotion. It was well-timed and facilitated the broader purpose of getting her husband back on the field.
Hiltzik Strategies was among the advisors that screened more than a dozen media outlets before choosing ESPN and The Today Show. Specifically Jemele Hill at ESPN and Matt Lauer at Today. In both interviews she portrayed her relationship as not that different from most couples: we argue but we love each other, we have weakness but we have strengths. There was no real bridging of the message away from assault or domestic abuse because she controlled the pace and tone.
While the interviews took place in early November, their release was timed to go live after an arbitrator’s decision to reinstate Rice to the NFL.
She told Lauer: “Everybody makes mistakes. After this whole situation, you would think we lived in a country full of people who never made a mistake.”
For the ESPN interview which took place (not coincidentally) at Ray Rice’s mother’s home in New Rochelle, NY, Janay negotiated the byline, with the video interview positioned “By Janay Rice as told to Jemele Hill.” In the Nov. 5 interview she spoke of how she met Ray, the Baltimore Ravens’ “knee-jerk” reaction to the assault and all the lessons learned since the incident. “I hope when people read this they realize that we’re real. I want people to know how much we love each other and how far we’ve come. Everyone has their own story, this is mine.”
If you find yourself, your brand, or a member of your team in hot water, it wouldn’t hurt to turn to the Janay Rice crisis management playbook:
> Take time to formulate a strong response that is aligned with the end goal: Janay waited seven months to speak to the media.
> Choose your interviewers, not just the media outlet: vet the journalists who are going to interview you and limit the number of interviews you grant.
> Time it well: The Rices waited until the arbitrator ruling to get their message out. It helped that the ruling favored Ray over the NFL, but either way it was the right timing.
While Ray Rice’s behavior back in February is condoned by no one, the narrative is now about rehabilitation and forgiveness. In many circles, Ray Rice is still vilified. But when the very woman that he assaults is asking the public to forgive and move on, and she does so with grace and compassion, it is difficult to turn away.
– Diane Schwartz
A while back I compiled a list of annoying phrases and words we utter as communicators (and human beings), from “at the end of the day” to “guru” and “epic”. The list, via my blog post, grew as you added your own phrases that annoy (“I don’t hate that” and “synergy,” to name a few).
When the other day I heard someone complain about not being able to take a campaign viral, I knew it was time to create The Epic List of Useless PR Tactics. To make this epic, you will need to add to it, shamelessly and without hesitation. Every profession has tactics that consistently don’t work because the very premise of them is flawed.
I should preface by stating that most PR people I know, and whom we cover in PR News, are hard-working, intelligent and effective. But we all know colleagues who subscribe to one of the tactics below that only serves to set PR back as a profession:
Creating a viral campaign as goal #1: it’s gratifying when a campaign goes viral like the Oreo blackout tweet or the ice bucket challenge and social media has accelerated our ability to spread our messages (for better or worse). But understanding the motivations and psychologies of your stakeholders rather than making the medium (Twitter, Facebook, etc) the central focus will more likely result in spreadable content.
Using ad value equivalencies as a metric: While public relations is still struggling to agree on a standard metric, it has come a long way with the Barcelona Principles and matrices to better measure the value of PR in general and a campaign in particular. Applying AVEs to PR is the best route to going backwards.
Spraying and praying: you need media coverage, so the best way to get that is to send the same email and press release to thousands of journalists, most of whom do not cover your industry. Wrong! Even with updated and accurate databases at our disposal to target the appropriate journalist or influencer, telling a story to the right audience is still elusive to many.
Baiting and switching: there’s nothing a client hates more than thinking they’ve just hired a seasoned PR counselor only to be met the next week by someone a few years out of college who’s the lead on the account. After nearly 20 years in the PR space, I can say that there’s more transparency in agency-client relations and less bait-and-switch; the minority cases drown out the advancements.
Forgetting you have a voice: Email is an excellent communication tool but nothing beats talking to someone in person or by phone. Go retro and phone an industry friend, meet with a reporter or client and meet up with stakeholders on their turf (industry conferences, for example)
Forgetting you have ears: as with most disciplines, PR suffers from hearing loss. Listen to what your stakeholders are saying and be present in the places they are saying it. Listening is a workout: you have to discipline yourself to do it regularly but the rewards are noticeable.
Working in a silo: if you want to limit what your organization can achieve, then it’s important you stay neatly tucked into your department. But if you see that the lines have blurred and that it takes a village to raise the bar, then you know that aligning with your marketing peers (see my last blog on this), and even those in IR, IT, HR and other two and three letter departments will be the way forward for effective communications.
I want to hear from you. You’re on the front lines. What are some PR tactics we need to put an end to, stat? Please add to my list.
On twitter: @dianeschwartz
At yesterday’s Communications Week “PRx” event in New York, Barri Rafferty, CEO of Ketchum North America, said that women need to stop saying “I’m sorry” if they want to become chief executives. The phrase “I’m sorry” is used too freely by women, according to Rafferty. It’s usually a thoughtless preamble to a statement or mere entrance into a room, and is a signifier of a lack of confidence and feeling of unworthiness.
“Have swagger,” Rafferty said. “Don’t be sorry—shine and be strong.”
I couldn’t help being reminded of her advice to women when I read today’s article in the New York Times about the Council of Public Relations Firms’ “soul-searching.”
The Times reported that the council, which is holding its annual conference on Oct. 23, adopted an informal name, the PR Council, and that in discussions of the rebranding the council had considered eliminating “PR” entirely.
The article points out that although social media and content marketing have expanded the role that PR plays in brand communications, PR—in particular, PR agencies—“has also been under scrutiny recently for a string of flubs and foul-ups.” The council was seeking a new moniker that would encompass PR’s past, present and future, but drop-kicking the term “PR” into the waste bin would have betrayed PR’s own lack of confidence and sense of unworthiness.
For generations, PR practitioners could only look on with envy and perhaps disgust at the budgets thrown at ad agencies and marketers, but the evolution of technology has been on their side, whether they realize it or not. The Council of Public Relations Firms–make that the “PR Council”—recognized that truth in the end.
Inevitably the question arises when you’re in a room full of communicators: how do we break down the silos between PR and Marketing? I recently moderated a panel with Andrew Bowins of Mastercard and Jay Bartlett of Pitney Bowes on the topic of marketing-PR collaboration, or lack thereof in many organizations. We agreed that a path toward “togetherness” – as we’re all in this together – could mean better performance for your organization.
Both Jay and Andrew agreed that the departments need to not only talk to one another more often, but force collaboration into the culture until it becomes the culture. A few audience members shared how their organizations are literally breaking down the cubicles and re-engineering work spaces so that marketing and PR colleagues are sitting side by side.
There are a few elephants in the room when it comes to PR-Marketing collaboration and these animals are filling the space: budget and org chart. Most organizations have separate PR and marketing budgets and there’s an inherent competition between the two to get a larger slice of a smaller pie. Then there’s the organization chart which is dusted off every now and then and tweaked, not transformed. Who reports to whom and who ultimately has the CEO’s ear is inextricably linked to budget, performance and outcomes. Understanding the new skills needed to accelerate growth may mean rethinking job titles, responsibilities and organizational structure.
At PR News’ Social Media Summit last week there was a consensus that marketing and PR need to partner more regularly and in particular when it comes to the rapid pace of social media communications. Who owns social media is not so much the question when both departments agree that their audience owns it.
PR and Marketing may get married one day – perhaps by necessity. But for the marriage to last it needs to do what most successful couples do: spend a lot of time together, move in and get to know how each other lives (my mother would disagree on this) and then get engaged. Work out the money issues and day to day responsibilities. Stick together in sickness and in health. You’re going to need each other.
– Diane Schwartz
PS: Check out the PR News Webinar on April 23 on this topic: Breaking Down the Silos Between PR & Marketing
I was moderating a PR News session in Boston on communicating with journalists, and I thought it was going rather well. We had two veteran PR pros and two veteran journalists (one a broadcast journalist, the other a newspaper reporter), and we had some disagreement. The PR pros talked about the value of building relationships with journalists, and the journalists said, essentially, that they don’t have enough time for relationships with their family members and old friends, let alone relationships of any kind with PR practitioners.
“Just send us something we can actually use,” was their message.
Afterward, a few of the attendees were disturbed that the four speakers weren’t in perfect alignment, which I found surprising. Edifying, but friendly, conflict was what I was after. That’s how you get to the truth of things.
“Shouldn’t they have been in sync before the session?” an attendee asked me. What I didn’t tell this person was that the two journalists had in fact had the opportunity to see the PR pros’ presentations ahead of time and had been asked to offer their unvarnished opinions on the PR pros’ viewpoints.
The opposing messages on the podium made clear—to me, at least—that there are conflicting yet equally valuable truths about media relations. Journalists bristle at the feel-good PR lingo about “trust-based relationships” and just want to see pitches and news that’s valid and useful to them. Yet, at the same time, the journalists are blind to some of the valuable relationship building at work.
In fact, the journalist who was most skeptical of relationship building was there solely because of the networking skills of one of the PR pros on the panel. She follows her own advice and belongs to every journalists’ association in the region. She puts herself out there physically and, yes, builds relationships. It was through this network of relationships that she made contact with this journalist and invited him to the session in Boston. His mere presence was proof that building relationships works.
Two conflicting truths do not cancel each other out. They coexist uncomfortably side by side, making life more interesting.