Public relations professionals are trained to demand perfection, juggle like an octopus, run in heels, always be connected and get it all done without breaking a sweat. There are a million articles out there to help PR pros effectively manage multiple social media channels, engage with bloggers and help craft a press release headline to garner coverage. PR pros manage up to their bosses, down to their interns and across organizations to their clients and reporters.
There is one additional audience that PR pros have in common that is never really talked about and there aren’t a million articles out there to help you do it well. It is that other audience that we have in our lives…children. Continue reading →
A few weeks ago, I was pulling into my driveway, after a long week of work, when I received a phone call from a reporter I work with wanting a quote for a story. I spent the next two hours calling and e-mailing clients trying to gather a comment. I never did get a comment, but the reporter did express gratitude for the effort.
This little exercise reminds me of why some PR practioners maintain good relations with the media, and others don’t. Here are some points to remember for young PR executives. Continue reading →
Growing up, I watched the movie Clueless about once each week. I loved that movie. And seeing it on TV the other day reminded me of two things: 1) I missed a lot of drug and sex jokes when I was a kid, and 2) Cher’s closet can teach us a lot about measurement.
You know the closet. It has a computer catalog that can sort through individual tops and bottoms to find a perfectly matched outfit. More importantly, it will take any two pieces of clothing you’ve chosen and tell you if they don’t match.
Ideally, you should use a very similar method when brainstorming and deciding on measurement for new campaigns or programs. Think of the marketing and creative teams as Cher, the fashion selector. Analysts or dedicated measurement teams should take on the role of the computer. Continue reading →
I was saddened by the death of Andy Rooney. The world lost a cultural media icon with his passing and for those of you who knew him and followed his work, a part of you may have been left empty too. Rooney gave the world a long and distinguished 70 year career as a war correspondent, writer, producer, and journalist but was undoubtedly best known for his 3 minute essays at the end of the CBS news magazine “60 Minutes” where he constantly pointed out life’s unspoken truths or subtle lies. The quintessential “curmudgeon,” Rooney often touched our lives with his prose and opinions, got us thinking about controversial topics and frequently struck a chord by discussing taboo topics or subjects that no one wanted to talk about like why no one speaks in an elevator. Continue reading →
PR pros have accepted that Facebook and Twitter are necessities in the PR matrix of communications tools. Once you are on board with that, the next step is to understand that bloggers are also a tool that when used correctly can be a powerful vehicle for your brand and message. In the wake of disastrous blogger events such as the Marie Callender’s tasting dinner, blogger relations is important.
Bloggers need to be treated just as you would any prospective customer or reporter. Yes, there is debate and even a court ruling that bloggers are not journalists, but it is the manner you treat them that matters. Continue reading →
The BOLO conference was held at the totally hip and retro Hotel Valley Ho in Scottsdale, Arizona with its beautiful saltwater swimming pool and cabana boys (and girls) delivering umbrella drinks. Two days packed with speakers and case studies, a poolside cocktail reception and a rooftop farewell dinner were included in the conference fee.
BOLO stands for “Be on the Lookout” for new social media marketing techniques, strategies and tactics. Bret Giles of Agencyside in Phoenix is the founder and key organizer of this annual event. Scott Stratten, author of “Unmarketing,” opened the conference with the keynote address. He discussed about how employees of companies and corporations are the embodiment of the brand. That moment of truth, when one representative of a huge corporation can turn a bad experience into a great one, is the whole premise of “unmarketing.” Instead of thinking of ourselves as marketers, he wants us to focus on delivering great experiences to our customers, whether it’s in person or in online engagement. Continue reading →
Normally, the noise you hear coming from Penn State University this time of year is at Beaver Stadium, home of the Nittany Lion football team. Head coach Joe Paterno has built a respected program over the years. Unfortunately, that program and the university itself are dealing with a different noise now.
Over the weekend, former football assistant coach Jerry Sandusky was arrested on charges of sexually abusing eight boys over a 15 year span. Sandusky retired abruptly from the Nittany Lion program in 1999. The charges against him are serious, but what happened behind the scenes at the university is just as deplorable. Continue reading →
PR people, like skippers, tend to have a ‘Mother Nature’ resiliency.
A PR person’s day can be planned with great predictability but each hour, let alone each day, can bring twists, turns and interview requests that become opportunities not to be missed. Whatever Mother Nature may throw your way during a 2-3 hour sail, be prepared. We have not figured out how to control the weather, or every aspect of our day as a PR pro, but we are certainly smart enough to choose wisely where to turn the boat by determining the best tacks (tactics) and gibes (strategy) depending on where we want to go.
At one point or another, we’ve all heard a version of this story:
A king brings six men into a dark building. They cannot see anything. The king says to them, “I have bought this animal from the wild lands to the East. It is called an elephant.” “What is an elephant?” the men ask. The king says, “Feel the elephant and describe it to me.” The man who feels a leg says the elephant is like a pillar, the one who feels the tail says the elephant is like a rope, the one who feels the trunk says the elephant is like a tree branch, the one who feels the ear says the elephant is like a hand fan, the one who feels the belly says the elephant is like a wall, and the one who feels the tusk says the elephant is like a solid pipe. “You are all correct”, says the king, “You are each feeling just a part of the elephant.”
Sometimes it may feel like we’re all speaking a different language when it comes to measuring results or communicating success. The finance group and C-Suite are often focused on ROI and other tangible revenue-related outcomes. The sales team may be more concerned about lead generation, though, and your team is likely concerned about yet another metric. Continue reading →
This week, I had the great opportunity to speak with Ferris State University’s PRSSA chapter. Not only was it a chance to give them an idea of how a public relations pro got his start, it allowed me to give them advice they may not normally get in an academic setting.Some of the points I made during the talk:
Want a job when you graduate? Use your PR skills & put a plan together.
Research and know the company you’re applying to. Go to their website and study the job requirements.
PR and marketing professionals need to be open, transparent, and honest. Continue reading →