There I was in the dentist’s chair with the TV on in front of me, with the 10 or 11 “Good Morning America” co-hosts—or was it 13 or 14?—yelling and laughing maniacally as one at some unfunny cross-promotional tidbit about what’s trending on Twitter. I only prayed the whine and scrape of the ultrasonic scaler would be amplified to drown out their bleating.
I was Alex the droog suffering my personal version of the Ludovico technique.
Helga, my dental hygienist, lifted her face toward the screen when the stars of ABC Family’s “Pretty Little Liars” turned up on a semicircular couch for the next cross-promotional segment, and the ultrasonic scaler razed my gums and upper lip and ended up lodged in my left nostril.
“Oh, I’m sorry!” said Helga after I yelped. “You can rinse now.”
Helga shoved me back in my seat. “Enough water!” She looked back at the TV screen. “Maybe they’ll say who ‘A’ is finally,” she said as she aimed the ultrasonic scaler in the general direction of my mouth.
Next came a hard-hitting cross-promotional news segment on Billy Dee Williams’ dance routine on “Dancing With the Stars.”
“Ach,” said Helga. “Maybe when he was in ‘Star Trek’ he could dance. Not now.”
“He was in ‘Star Wars,’” I mumbled through a mouthful of dental instruments.
“You will not talk!” said Helga. “It breaks my concentration.”
I suppose I’m not the target audience for “Good Morning America.” Maybe they have Helga and her Viking relatives more in mind when they present the universe through a prism of Disney/ABC properties. If so, then Helga is one pissed off member of the target demo. Judging by her reaction when the identity of ‘A’ was not revealed by the stars of “Liars” despite the teases—she fired a promotional tube of Sensodyne at the the TV—she’s tired of being burned by blatant marketing masquerading as entertainment and news.
Before it all leads to a mass revolution and the whole world turns away from established media and to anonymous messaging apps, I offer these three marketing communications lies that the entire solar system is hip to.
1. No one is bothered by cross-promotion, especially if your content or message has value. False: Many people in the Western world and beyond work for corporations that indulge in their own cross-promotions. They can smell it a mile away and it dilutes trust.
2. You can pretend that what you’re offering is news even if what you offer is hardly ever news. False: It’s just another version of bait and switch, and people will always be on the lookout for something more authentic. (Yes, “GMA” overtook “Today” in broadcast ratings, but this is not 1970 and broadcast ratings are not what they used to be.)
3. If you pretend to be “thrilled” with your own product or service, no one will notice the hollowness of your pitch. False: This approach stopped working sometime around the release of Roger Corman’s “The Wasp Woman.” Carnival barking doesn’t work—unless what you’ve got really is a carnival with a trashy midway.
And really, who doesn’t like a carnival with a trashy midway from time to time? I might be in the mood for one in six months’ time, when I’m scheduled for my next bout with Helga.
—Steve Goldstein, @SGoldsteinAI
Over the weekend, I repeatedly came across examples of the realities of the new media ecosystem. On Saturday, I saw on Facebook a hot conversation about an apparently serious car accident in my town. People were reporting what they saw. They were sharing second-hand accounts, and of course, opinions. I toggled over to the local daily newspaper’s website. Nothing. I went to the weekly paper’s site. Nothing. The local Patch sites have been decimated, so I didn’t even bother checking them.
The next day I spent part of the morning reading about the crisis in the Crimean Penninsula online (in old-school newspaper brands) and engaged in conversations on social media around that situation. I subscribe to the paper New York Times, but only opened that later, after I had read the most recent headlines on the paper’s home page, or on links shared through Facebook and Twitter.
Later on Sunday I read about how “social buzz” can be a very accurate predictor of key pop culture events, including, of course, last night’s Academy Awards.
The article relies on an Adobe initiative, called the Adobe Digital Index, which is based on an analysis of data from more than 5,000 companies worldwide that use the Adobe Marketing Cloud solutions. The ADI, this story reported, has already demonstrated pretty convincingly the ability of social buzz to predict a movie’s financial prospects. ADI correctly predicted that “Ender’s Game” and “Delivery Man” would do poorly, while “Thor: The Dark World,” “Anchorman 2,” and “The Hunger Games: Catching Fire” would make money.
So how did it do with the Oscars? Hmmm. It predicted that Leonardo DiCaprio and Jennifer Lawrence would win, and we all now know that Matthew McConaughey and Lupita Nyong’o won. Beyond that, the ADI was close. It predicted that Cate Blanchett would win, and she did. It predicted that the race for best picture was too close to call between “Gravity” and “12 Years a Slave.” The latter won. It did, however, say that “12 Years a Slave” director Steve McQueen had run away with the social buzz and would win best director. He did not.
But put aside the accuracy of those particular indices and you realize that something really important is going on in media. Social is where the action is. It’s where people get their news. It’s where they engage with commmunities. It’s where marketers measure pop-culture resonance. One of the things I was thinking about as I read about the Ukraine crisis was how old the headlines in the print newspaper really were. They were published on the Saturday, probably late afternoon. They were based on reporting from earlier that day and the day prior. So what I was reading in the print version of the Sunday New York Times was anywhere from 24 to 48 hours old, while what I was reading on the New York Times website was very close to real time. At best, it was a few hours old. Where would you gravitate?
All of which leaves PR pros with five important takeaways.
• Don’t obsess over traditional media relations and media placements. Instead, make your brand and your clients part of the social-media news and information ecosystem.
• Old-style media coverage, while still important, has absolutely been eclipsed by social communities, and sometimes those communities don’t even need the established media brands.
• News travels fast. Don’t find yourself responding to what was relevant 48 hours ago.
• Make social-media monitoring and measurement a top priority for your team. It’s a more productive source of cultural understanding than older media.
• Old media brands offer first-rate journalism. Social buzz tells you how your own brand (and other relevant entities) are faring among stakeholders and the culture at large.
I’m writing this blog post on Amtrak’s Northeast Regional, but I want to make it plain that it’s not on Amtrak’s dime. So I’m free to complain about the woman across the aisle from me on the quiet car who keeps talking on her cell phone, the stopped-up sink in the bathroom, the stifling heat and the stale air.
I mention this because the railway has succeeded recently at creating positive buzz over its new writer residency program, in which it offers writers a free round-trip ride (but no pay) as a sort of mobile writing space. The New Yorker reported that the program was inspired by a comment this past December from train-enthusiast and novelist Alexander Chee, who said that he wished Amtrak offered residencies for writers. The comment was shared among writers on Twitter, and Amtrak jumped into the fray and offered one of those writers—New York-based freelance writer Jessica Gross—its first free ride in what will soon become a formal program, based around the official hashtag #AmtrakResidency.
Amtrak is still trying to figure out the particulars of the program. Gross’ ride was just a test run, and the railway was probably not expecting such a clamor for free rides from writers. While Amtrak basks in this wave of goodwill and takes deserved credit for being so quick and clever, it might want to take seriously the question of quid pro quo raised by New Yorker writer Vauhini Vara and Poynter.org writer Al Tompkins’ comments that while it’s fine for a novelist or songwriter to accept a free ride from Amtrak, journalists should always avoid conflicts of interest, real or perceived.
It’s all too easy for a suddenly popular promotional vehicle to turn bad, so Amtrak will have to work out clear guidelines before sending the next writer out on the rails. For instance, how will Amtrak handle it when a writer complains in a blog post about the stopped-up sink, the lack of fresh air and the blabbers in the quiet car?
Damn, it’s hot in here.
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
Maybe you recall Strother Martin’s pained, twisted line of dialogue spoken to Paul Newman in Cool Hand Luke, delivered after Martin has struck chain-gang prisoner Newman with a blackjack: “What we’ve got here is failure to communicate.”
I thought of this line after seeing the story making the rounds yesterday that British millennials check their mobile devices every nine minutes and 50 seconds. This kind of data and story promotes the concept that millennials are an entirely different species of human, and insinuates that they’re unfocused, difficult to manage, flighty and much more addicted to technology than the rest of us.
The failure to communicate with millennials—from both the brand and personal perspectives—stems not from what makes them different from the rest of the population, but from assumptions based on anecdotal evidence, bite-size statistics and generational resentment. It’s the old saw: “These kids today, they want everything handed to them on a silver platter—we never had it so good.”
First, about the stats making the rounds yesterday: They sprang from a U.K. Daily Mail story that quoted a study conducted by a “customer service solutions” company called KANA, which has certainly succeeded in getting its name out there. Are its findings telling? Perhaps, but it’s too easy to take its showcase stat about 18-to-24-year-olds out of context. I know this is anecdotal on my part, but it seems to me that we’re all hopelessly addicted to our mobile devices.
“Millennials are people, not ‘a people,’” says Jake Katz, VP, audience insights & strategy for music-focused TV network Revolt. “Behaviorally, they are more similar than different to other generations,” says Katz, who will be keynoting PR News’ Digital PR Summit in San Francisco on Feb. 5, and who was formerly general manager of Ypulse, a youth market research firm.
For brands, the first step to communicating with millennials, according to Katz, is to discard the popular myth that they are massively different from everybody else, and pivot from thinking about what they are to how to communicate with the many different geographical and age ranges within the millennial demographic.
It’s time to lay the proverbial generational blackjack to rest and begin the real work of learning about the people around you—on a business and personal level.
You can feel yourself age when you use such antiquated words like “telephone” in front of your 12-year-old son. “Mom, who says ‘telephone’ anymore?” He has a point.
Every now and then “telephone” creeps into my language, as do other throwbacks like Rolodex and VCR. Just as we don’t say “telephone” very often, we also don’t use the device as much as we should in the communications business. We’re so used to emailing, texting, posting, pinning, sharing and liking that we often put phone communications on the back burner. That phone taking up space on your desk is a bit lonely.
In the past week how many times have you engaged in a business conversation via the phone versus email or LinkedIn or even texting? How many times have you thought, “I should have just called her”? Or, “I wonder what he meant in that email when he said ‘let’s discuss’”? Perhaps it means we should actually talk.
Phone communication for business is not yet an antiquated activity but it’s getting there. Let’s not contribute to its demise. Communicators who pick up the phone – either to make a call or receive a call – will (and do) have the edge with stakeholders. Social media cannot replace phone calls. Emailing cannot replace a one-on-one conversation. An interview with a reporter that’s done by email is inferior to one that’s either in-person or by phone. A customer-service related issue is usually more efficient via email but if you really want to ‘wow’ a customer, check in by phone. A press release does not replace verbal communication with key stakeholders.
As we embark on a new year for communications excellence, let’s make the call to take the call or make a call.
- Diane Schwartz @dianeschwartz
Call me with topics you’d like to see covered in this blog: 212-621-4964.
English has 1.1 million words, more words than any other language, according to the Global Language Monitor and other sources. That’s double the next most prolific language. And English adds about 15 words per day, or one every 98 minutes.
So 400 years after the greatest English wordsmith of them all, William Shakespeare, the language remains a living, changing, vital form of communication, something PR folks use every day. And they work hard at it. It’s said PR is, at its core, storytelling. But if that’s true, then storytelling, at its core, is about words.
It stands to reason, then, that as words get added, other words become obsolete. Who uses “groovy” anymore? And as technology transforms our lives, the lifecycle of some words speeds up. In that spirit, we offer a list of words we came across as 2014 dawned that should be banned, starting now.
Words to be Banned, Generic Edition
(Courtesy of Lake Superior State University, and selected by them for the sins of misuse, overuse and general uselessness)
• Mr. Mom
• _____ on Steroids
A related list, from USA Today, gets at a few more words and phrases that have become persona non grata.
• Combined celebrity couple names
• “Abbrevs,” like “ridic,” “totes,” “obv,” “cray,” and lots more.
Phrases and Words to be Banned, Work Edition
(Courtesy of USA Today)
• Noncommittal language
• Describing things as “surreal”
• Saying “quote-unquote”
• Starting all sentences with “So,” and ending them with “right?”
Phrases and Words to be Banned, PR Edition
(Courtesy of Yahoo Tech’s David Pogue)
You’ll never catch me using terms like “price point” when I mean “price,” or “form factor” when I mean “size.” I’ll never say “content” when I mean video, “solution” when I mean product, “DRM” when I mean copy protection, or “functionality” when I mean “feature.” Also, I will never refer to you as “the user.” (If you think about it, only two industries refer to their customers as users.)
So there you have it. What do you think? So when I was compiling this list, it seemed like a valuable study in the use of language, right?
At PR News’ recent Media Relations Conference at the National Press Club in Washington, D.C., Amy Eisman of American University’s School of Communication and a founding editor of USA Today brought up the concept of the “journalist whisperer.” This is a PR professional who can speak a journalist’s language on the platform they want to be reached on. Someone who doesn’t have to use press releases or mass emails but has developed relationships to the point where they are only a call, informal email or G-chat away from the right journalist to cover their client’s or organization’s story.
Isn’t this what the whole media relations function is all about, what it’s always been about? Perhaps in the bygone days of long lunches, ad-stuffed newspapers and magazines and fat expense accounts (both on the PR and media sides of the equation) no one had to be told to be a journalist whisperer. There was time to build relationships.
Now it’s just plain hard to keep relationships of all types together. The pace of life and technology itself seems to have driven wedges between individuals—between family members, between friends, between business colleagues.
It’s up to you to break that pattern. Amy Eisman didn’t cook up the term “journalist whisperer”—she heard it from a journalist friend who made it plain that she needs the help of great PR pros. She needs their help to do her job, more than ever. She wants to forge bonds with PR pros who know her, know her work habits, know the unique pressures she’s under, know what she needs to hit her own deadlines and drive the bottom line for her own media organization.
So commit to building those relationships with the media professionals who matter to you. And the best way to do that is to do what you would do in any relationship. Don’t wait until you need something to reach out to them. Ask them how they’re doing and what they need when you don’t need anything in particular. Just a little whisper, once in awhile.
Follow Steve Goldstein: @SGoldsteinAI
The good thing about New Year’s resolutions is that no one is really listening closely to what you are resolving to do. But resolutions do crystallize our goals and make the month of January, at least, a little more interesting. For communicators the world over, you should expect 2014 to bring the following:
> Crises, smoldering or quick
> Reputations under fire or on fire
> Media coverage, for better or worse
> Employee morale issues
> Financial ups and downs
> Product and company launches
> Product and company failures
> A new social media craze
These are just a few of the sure things in PR as we herald in the new year and perhaps a new approach to PR. In my nearly two decades covering Public Relations, I have never seen a bigger opportunity than now for PR practitioners to be the dominant force in brand leadership, message management and tying intangibles and tangibles to the bottom line.
There are many ways to not screw up this trajectory and to possibly make 2014 the most exciting year for you in PR. To do that, however, will take some commitment to the core tenets and practices of the best PR practitioners. Here at PR News we benchmark outstanding communication leadership across all areas of the market. From our Platinum PR to our PR People Awards, from Corporate Social Responsibility to the Digital PR Awards, we see a pattern in excellence that underscores why resolutions are worth keeping. Like many New Year’s Resolutions, the following list may sound familiar but I submit that the best ideas are worth repeating:
* Find the interesting story behind your message – and tell it
* Measure your PR and be bold enough to make adjustments
* Listen to your stakeholders: your customers, investors, employees are your keys to success
* Learn to work across silos – marketing, HR, IT, Finance, Legal
* Become a better goal-keeper: of your goals, your department’s and your organization’s
* Collaborate internally and externally – 1+1=3
* Hone your writing skills: you reach more people when you can spell, turn a phrase and use your words correctly
* Foster diversity: in thought and experience
* Don’t fear missing out: resist the urge to be on every social media platform
* Be transparent: people are smart enough to see through the BS anyway
* Advocate for PR: become a voice for Public Relations inside your organization and in the marketplace of ideas.
What are some of your PR resolutions for 2014? Please share with your fellow PR News blog readers.
Best of luck to you and your team for a meaningful and memorable 2014.
– Diane Schwartz
PS – Check out more of my blog posts from the past few months:
As I write this I’m watching a report on MSNBC criticizing the apology issued by 60 Minutes for a report last month about the attack on the embassy in Benghazi.
The apology, by correspondent Lara Logan, was not enough—that was the consensus.
“It was not nearly satisfying,” said guest David Brock. “I thought it was 60 Minutes, not 60 Seconds.” The show is all about holding sources accountable, Brock said, and 60 Minutes should do the same for itself.
This has been a big week for apologies. President Obama apologized for the bumpy rollout of the Affordable Care Act. Home Depot apologized for a racist tweet.
And 60 Minutes still hasn’t been able to contain the damage.
Public apologies by organizations almost always fall to the communications team, the PR pros. And there’s plenty of scholarship on how to do apologies best, and put unfortunate mistakes behind your company or organization. Among those things are to act immediately and to commit to an investigation.
But I sometimes think the only way to really handle apologies is to not make mistakes in the first place. Seriously. Think about it. In politics and business, if you make a mistake, apologies are demanded. The volume gets higher and higher, and the demands more hysterical. It’s rare indeed that you can tough things out, although that sometimes does happen.
In politics, there’s an “apology game,” where one side demands an apology for some perceived transgression, whether there’s an actual offense or not.
And then there’s the apology trap—whatever the offense, no apology ever clears the record. Even when apologies are accepted, mistakes are never forgotten. Years—decades—later, whatever the initial incident was, it morphs into a “scandal.” It will remain on your record forever, dredged up in the media whenever it suites the story.
So if you’re a PR pro, what to do? Here’s my advice: Don’t apologize as a way to placate others. Don’t expect absolution, because it won’t come. Apologize because you know you (or your organization) messed up and that it’s the right thing to do. Period.