Tag: public relations
When I tell people I recently graduated from UNC - Chapel Hill, they get a rather apologetic look on their face and ask me what I'm up to now. I position my hand to catch their jaw drop when I tell them that I am (happily) employed.
It's not a kind market for young grads looking for entry-level positions, but jobs are definitely out there. In fact, North Carolina has added over 45,000 jobs since January. The following are some tips for individuals seeking employment, specifically in the PR world...
1. Intern - Internships are a fantastic opportunity to find out how PR works in the real world while also building your resume and portfolio. Aside from the crucial experience an internship offers, they also provide connections that often lead to jobs. If you're really fortunate, your internship will turn into a job.
2. Keep up-to-date - Find a job posting from last week? You're probably too late. Jobs go quickly in this competitive market, so utilize technology to stay current. Set up alerts from popular job sites such as Monster and Google alerts for your desired position. Some companies post on Craig's List and even on social media sites such as Twitter, so check these daily.
3. Stay connected - Your former classmates and internships supervisors have the in on jobs at their company, so reach out to these people on a regular basis. They may let you know about an internship or job opening before it is even posted.
4. Edit, proofread, repeat - Before you hit submit on that application, read it over one more time. Trust me; there is nothing worse than receiving an otherwise strong application that is wrought with typos and misspellings. Not only does it make the reviewer question your seriousness in applying, it also makes them wonder if you would exhibit this kind of behavior on the job.
5. Don't be shy! - Companies want to hire employees that are hard working, intelligent and, most importantly, passionate. If there's a company you've always dreamed of working at, tell them! And don't forget to be specific about why the company impresses you. While you're at it, voice your interest for any current or future opportunities at the company. Not only will they be flattered, your initiative will make you stand out from a sea of applicants.
To stay current on PR happenings and Largemouth news, follow us on Twitter @largemouthpr. And for more information on Largemouth's internship program, click here.
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Some people love flying and others hate it. I am of the latter but do it all the time anyway.
On a recent flight back to Raleigh-Durham International I had the pleasure of sitting next to an instructor of airplane maintenance. As we flew he educated me on many of the mechanical processes of the plane, especially during the take off and landing. This knowledge helped me relax as I learned that the buzzing noise wasn't the plane falling apart. Simply having the instructor on board also gave me a sense of security; if anything bad happened I knew there was someone besides the pilot that would know what to do.
It was only once I landed that I realized this sense of relief must be similar to how companies feel when they are educated on social media and have social media plans created. Anything is scary when it is unknown and (sky)diving into social media is no exception. It is only after you are educated in social media that it begins to seem less intimidating.
You find out that it's not just your 17-year-old nephew on social media and that writing a 140 character tweet wasn't as nerve-wracking as you thought. Then, once you formalize a social media plan to suit your company, you know that everyone involved will know how to interact and respond to questions, concerns or inquiries from the social media communities you're a part of.
Similar to the airplane maintenance instructor relieving me of some of my flying anxieties, public relations professionals can help smooth the nerves of companies entering social media.
You could call this process the social media presentation and plan. I'll call it the maintenance instructor effect.
(Did you know the fear of flying is called aviophobia? What do you propose the fear of social media is called? Let us know on Twitter @largemouthpr!)
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A client recently expressed curiosity into what social media sites like Digg and del.icio.us are all about. Wanting to be thorough, I did some research into how - and if - companies should use the sites as well as how they could potentially fit into a public relations strategy. I felt my conclusions were worth sharing.
The best way to get on social bookmarking sites is to make it easy for people to share your information. Be sure to include the social media icon links with your content (i.e. those icons at the end of an article that ask you to share it). There are ways to attempt to push your content to front page status, however for public relations professionals these are often advised against for most situations. Pronet Advertising has a great introduction to how Digg works on their blog.
Social bookmarking tools start with a collection of links compiled by individuals. Using different measurement techniques, depending on the site, the links that are deemed important or interesting to many people are moved to the site's homepage, which has the potential to receive more visibility. Like many online networks, these tools are organic in nature so trying to persuade a social community that your content deserves this high status is seen as forced and will be looked at with distaste.
Steve Rubel, SVP, director of insights, Edelman Digital, advises strongly against promoting your own content through these bookmarking tools on his blog Micropersuasion, saying "They're beautiful to look at and admire, but they're very dangerous to touch."
Digg
That being said, many think it is possible to create content that has a higher chance of being "dugg." There are many blog posts that try to explain the secrets to making your content reach the homepage of Digg. Many of these suggestions include making a funny video or writing a "top 10" list. While these may work, you are still at the mercy of Digg users who have the ability to "digg" your content or "bury" it.
While I'm not saying that a placement on Digg's homepage isn't exciting, many blogs say it might not be worth it. Sure, that piece of content will be seen many more times than it might have been had it not been on Digg, but Digg viewers are not loyal return readers. Chris Brogan reports his disappointment when making it to the front page of Digg produced no increase in views or RSS subscribers on his blog.
del.icio.us
Del.icio.us is a slightly different social bookmarking tool that has more potential in the public relations world. Del.icio.us allows you to save bookmarks online, share them with other people and see what other people are bookmarking. Although the site keeps track of the most popular bookmarks, there is little fear of being seen as an outsider on this site because many people use it for many different reasons.
Ogilvy PR's blog noted they use del.icio.us as a way to communicate information between themselves and its clients. The site provides a convenient way to share recent coverage or articles concerning their industry.
Todd Defren advises using del.icio.us for thought leadership in his blog, PR-Squared. He suggests creating a del.icio.us account for every MAJOR news release and sharing links that would allow those interested in the news to gain more context and information. He also gives best practice suggestions including giving an explanation on why each link is shared, tagging the links and allowing viewers to subscribe to an RSS feed.
Ann Handley, chief content officer, Marketing Profs agrees, "It's a way for organizations to further their role as a resource to their audience."
In my case, I have the links I used to research this blog post on my del.icio.us profile, SarahSLHaas.
Depending on how they are used, social bookmarking websites can be a viable part of a public relations plan. As in all social networking however, it is important to stay honest as to who you are and why you are there as well as be as natural as possible. As Brian Solis once said on his blog, "In the long tail, most don't want to hear from a PR person at all. This is PR's opportunity to stop acting like "PR" and become experts on the products/services they represent."
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To learn how to take full advantage of our snazzy Flip Video HD camcorder, Kelly, Alex, Clarisse and I attended a Business Wire "Meet the Media" lunch yesterday that discussed how to add video to maximize reach, exposure and pick up. The three speakers on the panel were (left to right):
Valerie Aguirre, multimedia producer, CBC New Media Group, WRAL.com
Scott Sharpe, director of multimedia and photography, News & Observer
Rachel Toole, sales and marketing manager, MEDIAmobz
The speakers offered tips on producing and distributing video that effectively garners desired results.
Producing Quality Video
The first step to having an effective video is producing one with quality, but quality doesn't have to mean professional. A quality film is certainly feasible with a Flip cam, sans film crew and expensive equipment. The criteria for quality video have evolved and thanks to sites like YouTube raw footage is now more widely accepted. Nonetheless, quality sound is always vital. Sharpe referred to bad sound as being a "video killer." You can achieve quality sound with a Flip cam by filming in close proximity or incorporating voice-overs.
Adding utility or humor to a video is the next step to increasing its reach. If the video can help or show someone how to do something or simply entertain them by making them laugh or smile, they are more likely to send the video to their friends and share with their online networks. As technologies progress, new waves of utility are coming into video, including programs that allow you to put clickable links right into videos. Aguirre gave the example of WRAL's interactive grocery list tracker, which enables users to compare prices for everyday purchases among local grocery stores. Toole's company can also incorporate lead generation and registration tools into videos. They helped Business Wire, for example, create a video invitation for a social media conference where a viewer could plug in his or her name and e-mail address to RSVP immediately after viewing the video.
Applicability is another key step to consider. Be sure the story fits with the audience you are targeting. Consumers today expect videos to come from a human perspective and can always recognize a promotional video. Internet videos should also be brief. Few viewers have the time or attention span to watch a long video from start to finish.
Maximize Distribution
The final step to having people watch your video is proper distribution. Even if you follow all of the steps above, the best quality video fails to meet its purpose if it is never found. Video sharing sites, such as YouTube and Vimeo, are great places to host your video. The more places you post the more chances people will have to see it.
You can also post your video on your blog and Facebook account but it is also important to always include a link back to your website. What's the point in sharing your wonderful content if you're not driving your captivated audience to learn even more about you or your company? In YouTube, a link to the website can be included as the first part of the description. In social media platforms where you cannot post the video itself, such as Twitter, link to a video with an easy link to your website.
Video can also be included in your traditional public relations pitches. Whether included in a social media press release or pitched as an item itself, video can help visualize public relations stories. When pitching the media, it is important to keep in mind what they would get out of the video. Trade magazines may be more inclined to post informational product videos while general news stations may be more interested in video that fits your product into a news story. Although each publication is different, one recommendation is to send the video as a link to a FTP site where it can be downloaded. From here the reporter can then repurpose the video and edit useful clips if necessary.
Video has the potential to grab the attention of customers and allow your client's story to reach more people than otherwise possible. How are you using video? We'd love to hear from you on Twitter at @largemouthpr.
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This fall I had the opportunity to travel to New York and support our client CORT, a Berkshire Hathaway company and the only national provider of furniture rental, as they participated in an episode of Celebrity Apprentice. After a long wait, we are excited to share that the episode has aired!Brett Michaels, Cyndi Lauper and Holly Robinson Peete, team Tenacity, were tasked with staging an apartment for lease by corporate executives. They turned to CORT for rental furniture and accessories to complete the "New York zen" themed environment they were creating in their apartment. Lauper and Peete shopped in CORT's Manhattan showroom, and CORT's signature red delivery trucks and team were featured in the episode.
Largemouth supported the 2009 launch of CORT's national home staging program, connecting stagers with relocation management companies, real estate asset management companies, banks and corporations that own homes purchased on behalf of relocating employees. This outreach resulted in numerous placements including the Chicago Tribune, REALTOR magazine and now, Celebrity Apprentice.
And, what's the value of PR? According to NBC, the value of the placement on "The Celebrity Apprentice" is worth more than $250,000 when compared to the cost of advertising or paid product placement.
Check out the episode and photo gallery of team Tenacity's apartment!
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It's no secret that trade show and conference attendance has suffered during the recession, but these events still play a critical role in an organization's marketing strategy. They present an opportunity to network with peers, learn about your competition and share your successes, and they remain one of the best opportunities to connect with a concentrated group of your target audience. But with every dollar closely guarded, it's important to make sure you get the most out of your experience.
Maximize your investment: Have you asked for a list of media registered to attend the event, which is often made available to exhibitors? We help our clients schedule interviews and background briefings at trade shows; these briefings are an important part of the relationship building process with key editors, reporters and analysts. We also support any announcements being released prior to or during a show, the development of media kits, and as Kelly has described, execution of trade show social media strategies. Remember that your competitors will also be racing to make noise with their news during the show, so take the time to craft a communications strategy that will rise above this chatter to deliver the greatest impact for your organization.
We recently wrapped up HIMSS, the major health care IT conference of the year hosted by the Healthcare Information and Management Systems Society, with one of our clients. Check out this video from ABC News Channel 8 in D.C. as Dr. Val Jones, their health correspondent and founder of GetBetter Health.com, reports on what she considers some of the key developments that can impact consumers to come out of the show. Listen for her mention of our client RadarFind and Teletracking and their sensor -network tracking system. This coverage was the result of an interview we secured during the show, and the story lives on long after the exhibits have been packed away.
What have you found to be the greatest communications challenges related to trade shows, or your greatest successes? We would love to hear your thoughts.
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I had the pleasure of hearing Dani Burns speak last week at the Charlotte PRSA Young Professionals luncheon. She shared her valuable insights on building your personal brand and advice on managing your online presence. Dani raised a great point when she spoke about using Google reader to aggregate blog content, using the tool to gather information in one place where it can be read at your convenience. This led me back to something I’ve also been thinking about: the power of learning from the ideas and challenges that my peers are sharing via their blogs, content that I have come to think of as my continuing education.
Whether you prefer Google or another RSS aggregator, e-mail subscriptions or bookmarked links, make the investment in identifying and gathering the insights of some current great minds – a form of higher education that doesn’t require thousands of dollars or a break from full-time employment.
There are far too many fantastic resources to possibly list them all here, but I wanted to share a few of my favorites that are helping me learn to be a better communicator. Each of these blogs has a different approach to a range of topics impacting our daily work in communications. Their authors represent many different vantage points but can all agree on at least one thing: working in communications has never been more exciting, and we all have an opportunity to learn and grow together.
I am always looking for new resources so please share your favorite sites in the comments or on Twitter! @amandala or @largemouthpr
B.L. Ochman’s What’s Next Blog
K.D. Paine’s PR Measurement blog
Web Strategy by Jeremiah Owyang
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PR pros, have you joined the PR Week Fire Brigade? Paul Armstrong, author of the Don’t Fear the Firehose blog, is directing conversation each week on some of the hottest topics in PR. This week’s topic: Content isn’t king anymore. Free is.
Largemouth was well represented in this week's responses. Our thoughts?
Amanda: You get what you pay for. Free content is important and will always have its place, but quality, trustworthy editorial content is expensive to produce. The ongoing struggle to ensure a fair value exchange between content creator and consumer will continue until we settle on new business models that provide both access and compensation.
Kelly: Content still reigns! Though there are many "free" channels, you must make sure the content you're offering is still high-quality and aligns with your communications and business objectives.
Agree or disagree? Chime in with your own thoughts here.
It's free and easy to join the Fire Brigade! Just send an email to This e-mail address is being protected from spambots. You need JavaScript enabled to view it .
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Last week I had the pleasure of attending the first-ever nationwide Media Leaders event that took place simultaneously in seven cities: New York, Austin, San Francisco, Boston, Chicago, Los Angeles and … Raleigh?! Yes, that’s right. I was so proud to see North Carolina’s capital listed among these other major cities. I have happily lived, worked and played in the Raleigh-Durham area for several years now. Over time I have seen our area receive increased recognition across the country as a technology hub with Research Triangle Park and an education center with the many renowned colleges and universities in our midst. I am proud to see Raleigh is being recognized for its active social media scene.
From a public relations perspective, social media is a logical component of a comprehensive communications plan designed to support specific business objectives. We work with our clients to leverage new media channels to share their organization’s story with a rapidly growing audience. The beauty of new media is, well, it’s still very new, and many fields are playing a part in shaping the user-experience of these new communications channels. At Media Leaders Raleigh I met with fellow public relations colleagues as well as people from local advertising, marketing, graphic design, production and IT organizations. I really think we took down Foursquare for a short time with the amount of people checking in at Busy Bee Cafe that night. You can see the wide industry representation yourself by browsing the RSVP list for the Raleigh Media Leaders event.
If I received a dollar for the number of times I heard (or said), “I recognize you from Twitter!” I’d have left the Media Leaders event with heavy pockets. This event, among many other localized social media gatherings like Tweetup and Social Media Breakfast meetings, proves that social media will never take away from the value of in-person interactions and networking. If anything, Twitter, Facebook, LinkedIn and Foursquare increase the value of these types of gatherings.
If you didn’t get a chance to attend the Media Leaders event, add yourself to the mailing list and catch the next event. You can also view the @phonebooth photos taken during the Raleigh event (keep an eye out for the Wolfpack white board photo). You’ll quickly learn why Raleigh won the “Award for Best Social Media Community”. You can find me @khubbard on Twitter – I hope to say “I recognize you from Twitter!” during the next in-person event.
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I recently sat in on a social media Webinar by Brian Solis, who is recognized for his thoughts on the convergence of PR, traditional media and social media. Here's what I learned...
Communication is changing every day
So your company has a shiny, new Web site, Facebook page, Twitter profile and a blog and you think that you have Web 2.0 down pat. Unfortunately, now is not the time to relax. Almost everything found on the Internet begins with a search and if you fail to consistently make new content available, you miss the opportunity to be found through those searches. The new semantic Web brings people information based on how they interact with the Internet. Therefore, it is not only important to update information, but also to know the habits of your target public to ensure that your information gets to them.
Social media and traditional media are pals
It is not as though everyone else got on the social media train and traditional media stayed at the station. Although we have experienced significant changes in the way we communicate, most traditional media outlets have realized the value of social media and are extending their reach. Traditional media channels still generally carry more credibility with readers than social media. Social media tactics should be used to complement traditional media outreach, not replace it. Even better, social media gives PR professionals another way to network with traditional reporters and editors.
The marketplace of ideas is increasingly crowded
Solis discussed the Conversation Prism, which is a division of the various social mediums that helps companies determine what channels are relevant for them. Researching your public to determine what they are reading and how they participate in online discussions is critical to reaching them. The sheer volume of information available on the Internet can drown out the most valuable message if it is not sent through the appropriate channel.
This Webinar offered critical information for PR professionals, but I found it helpful on an individual level as well. I know that before every job interview I go on my name is being entered into an online search engine. This Webinar, as well as my entire internship at Largemouth, has really helped me understand how to keep my name relevant and my online presence positive.
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Architects are fond of the adage: "form follows function." What they mean by this is that a building's design should be driven primarily by its purpose. The same holds true for public relations campaigns. Every public relations effort should be driven by a defined goal - to leverage a trade show presence, to garner publicity for a new product, to improve the sentiment of conversations about your brand, to empower employees to serve as internal ambassadors, etc.
Broken down to its most basic elements, public relations is about ensuring that your target audience receives your message. Now more than ever, it's possible to connect directly with audiences who are interested in what you have to say. Traditional media still play an important role, but savvy communicators increasingly are using new media to connect with (and build relationships with) their target audiences.
Know thy audiences
As you consider the audiences you hope to reach, think broadly. Customers and potential customers obviously figure heavily in the mix. But also think about opinion leaders, industry watchers, bloggers, active social media participants and purchase influencers. All of these are important audiences with a role to play in helping your company generate sales, drive growth and build/manage your reputation. Cast a broad net, and you'll give your message more opportunities to reach interested recipients, wherever they may be.
Tell them what they want to hear... sort of
Rarely is it appropriate to simply blast the same message to each audience. Your audiences are diverse, and your communications strategy should take into account each audience's unique perspective on your company. Are they interested in how your product or service affects their lives? Is their interest in your company tied to broader industry trends? Are they niche followers whose interest will only be piqued with detailed, revelatory information?
Think about what motivates each audience, then give them what they need to be intrigued by what your company has to say.
Make it a special delivery
We're not sure there ever was a day when sending out a press release constituted "public relations," but if there was, it's long gone. Effective public relations depends on outreach to each of your audiences through the channels they turn to most frequently. Certainly that will often include news releases to traditional media. But it will also include email pitches, phone calls, blog posts, tweets, personal meetings, wiki entries and even hand-delivered or mailed packages. Consider every channel available to you and pick the ones that can most effectively deliver your message to your target audiences.
From purchasing managers to polymer scientists, truckers to teachers, your audience is out there. And today you have more tools than ever for reaching out to them. Whether its new media or old school, let creativity and intuition be your guides in delivering a message that will break through the din.
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I recently attended a trade show with one of our clients to leverage its social media presence as a strategic part of its event outreach. In this instance, we wanted to share information about our client’s participation and plans for the event through the company’s Twitter account. The strategy Largemouth PR developed for the show was structured to support the launch of an industry-leading technology, as well as promote several cool features on display at the booth and encourage attendance and share highlights of presentations delivered by two company representatives.
From this process, I decided to pull together a few general tips and considerations when it comes to “live Tweeting” from an organizational perspective during an event:
Build your followers
We all know that Twitter is not just for gaining as many followers as possible—right?! Building, nurturing and communicating with your online Twitter community is an ongoing process, but prior to an event you should consider taking inventory of who is following you—who will be reading your updates?
There are ways to reach existing Tweeples that may be interested in specific event updates, and in turn realize that they are interested in your organization. If you are participating in an event with a booth or as a sponsor, you may have access to a contact database of attendees. If it is an event you have attended before, reach out to your own contact list of past attendees. In no way shape or form should you spam people to insist they follow you. Simply add it to your marketing mix with a link to your account profile and say, “We will be sharing insights from XYZ Conference. Follow us on Twitter to receive updates about the event.”
Who will be Tweeting?
Determine in advance who will actually be posting Tweets during the event. Decide if the updates will come from the company account or from an individual employee’s account. Either way, the person should attend the trade show so he/she is able to contribute in real-time with accurate information.
Internet access
This sounds pretty basic but if you don’t have Internet access, it can derail your whole Twitter update plan. Find out in advance if the expo floor or conference area will have Wi-Fi access. Do you have to purchase it in advance? Will you tote around a laptop or make updates through your mobile phone?
What will you share?
As with any approach to a social media outlet, you want to ensure you are sharing valuable content with your followers. If I were following a company to receive updates about an event and all they did was post things like, “Having a great time at XYZ Conference.” What does that tell me?
Determine what information will be important to share with your particular audience. Inform them about the keynote speaker and share takeaways from different presentations. Tell them information about your new product offering or insights from visitors to the company booth. Post photos during the event using applications such as Twitpic (if you have a Twitter account you already have a Twitpic account). Monitor for responses and reply to questions by following the event hashtag. What is a “hashtag” you ask?
Hashtags
Most tech or social media conferences are Twitter-savvy and determine a hashtag in advance. A hashtag is a way to label or codify your Tweet to make it easily searchable and associate it with a common discussion. If you’re not sure if your event has a hashtag, reach out to the event organizers and ask for it specifically. Who knows, you might even inspire the event team to create one!
Often times the information you share on Twitter during a trade show will be most helpful for those who were unable to attend. However, select conferences will have live Twitter feeds of the event hashtag on display during the show so attendees can see what people or company representatives find interesting. For a great summary and example of using a hashtag for an event, read Mitch Wagner’s post on the InformationWeek Global CIO Blog that summarized his plans to use #iw500 for the InformationWeek 500 Conference. One thing to remember, hashtags are great for real-time discussions but they don’t have a never-ending online shelf life.
These are just a handful of ways to leverage your Twitter account during a trade show or event. I’d love to hear about your personal experiences or suggestions – feel free to share a comment!
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Yesterday the world watched as the harrowing story of one boy, possibly launched thousands of feet in the air in a makeshift balloon, captured the attention of media outlets from CNN to Twitter. Yet today, the boy is happily safe and sound and the height of excitement has diminished. While hot air balloon and weather experts had a brief window in the spotlight, today the focus has moved on. Welcome to the 24-hour news cycle, where news breaks in an instant and may blow over as quickly. How can you prepare to take advantage of this cycle?
The fleeting attention of media and their audiences necessitates a nimble media strategy that makes information and spokespersons readily accessible to take advantage of news when it breaks. Company Web sites are increasingly dynamic channels for sharing information by taking advantage of blogs, video, live chats and more. Take a moment to assess what your site offers: are spokespersons and contact information readily available? Do you offer in-depth information on your areas of expertise? Have you incorporated search engine optimization (SEO) strategy into your site? When a reporter needs to know now, will they find your site, and will they find what they need to know once they are there?
Is your company engaged in social media channels? By creating an established, credible company presence on social media networks, an organization can open up new channels of communication that allow them to monitor conversations in real-time and quickly respond to a crisis or insert themselves into relevant conversations.
When a story breaks, the window of opportunity for any company trying to assert its voice is narrow, with little room for error. Companies that understand what the media wants and needs and how to provide the most relevant and accessible information will work the 24-hour news cycle to their utmost advantage.
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On occasion, our company receives requests from public relations students at area colleges to help them with a class project by answering a list of career-focused questions. Since my three-year Largemouth anniversary was last month (3 years = 3 roses!), I felt qualified to take on the latest request and thought it would be helpful to post my answers in The Megaphone to benefit other students or those considering a career in PR.
1. What's a typical week like?
A typical week in our office is standard hours Monday through Friday, although we occasionally check e-mail evenings and weekends to monitor media coverage and keep projects moving. We always have a steady flow of work, because each month we have specific deliverables for our clients - press releases, newsletters, articles, media pitching, etc. My colleagues will agree that we start each day with long to-do lists, and rarely do we get to all of the items that day. Something usually pops up and we're forced to shift gears while staying mindful of deadlines. You need to be very flexible to be in PR, but the challenging and educational environment makes it enjoyable.
2. Tell me about a project you worked on that you are especially proud of.
My "baby" right now is an internal newsletter for a client. For three years I managed the company's external newsletter, and their happiness with the results coupled with significant growth in the company led them to request an internal newsletter. Currently, in addition to creating an external newsletter each quarter, I work with an internal advisory board made up of employees at the client's company to create eight issues a year for the internal newsletter. We cover company developments and human-interest stories.
3. How important is writing in your career?
I knew going into PR that writing was a huge part of it, which is why I minored in journalism. I use my AP stylebook almost daily when writing press releases, newsletters, company overviews - all the things you learn in your classes. Research and interview skills are also important for the preparation stage of writing.
4. What three tips would you offer someone just starting out in public relations?
1. As with any job, don't be afraid to ask questions. You gain a lot of knowledge with a college degree, but nothing beats learning through doing. Your co-workers and boss are key resources as you gain experience, so don't be afraid to ask for clarification on projects or even discuss their personal experiences in PR.
2. Proofreading is vital. When you're finished writing a material, proofread it yourself AND have a colleague proofread it as well. That second set of eyes is absolutely necessary.
3. Learn as much as you can about your clients' industries. From the agency side, we work on multiple clients simultaneously, so we're constantly in learning mode. To research a client, check out their Web site, any social media outlets in which they participate, competitors, and media coverage of the client, competitors and the industry. The more you know, the more comfortable you are writing for them and speaking to the media on their behalf.
5. What do you do to keep current in the public relations industry?
I visit PR blogs such as PR-Squared, receive HARO e-mails and follow industry leaders and publications on Twitter (@skydiver, @prweekstaff and @badpitch to name a few). I am also an active member of the Raleigh Public Relations Society. While I'm throwing out resources, @heatherhuhman is a good person to follow on Twitter if you're looking for PR internships or jobs.
6. How does technology affect your daily work?
Since most of our clients are technology companies, technology is a big part of my daily work. Regarding PR technology, we use software programs for media list building, distributions, coverage tracking and new business campaigns. For one of our larger clients, we upload all PR activities and media coverage to a special section of the company's internal Web site so the managers and executives have direct visibility of our activities. We also create monthly activity reports for our clients. As Largemouth expands its presence on the social media front, all employees are pitching in to update our blog, Twitter, Facebook and LinkedIn.
7. When your organization is hiring for an entry-level public relations position, what makes a candidate stand out?
Excellent question. First, the candidate's resume needs to be PR-focused. The main things we look for are a degree in PR or a related field and experience through internships, volunteer work or jobs. Also, a well-written cover letter is helpful because it gives us an idea of the candidate's writing style as well as his or her personality. We want a hard-worker who is ready to dive in.
8. What has surprised you the most about working in public relations?
How much public relations is similar to sales. PR professionals should be outstanding at summarizing information and catering it toward the audience. Whether you're "selling" ideas and projects to your client or "selling" your clients' products and services by pitching stories to the media, PR is sales, and you must believe in what you do and do it with complete confidence.
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I can't tell you what the next crisis to affect your company will be, but I can promise you this: there is a crisis out there with your name on it, and you'd better be ready. Be it a traumatic event at your location, a lay-off or a problem with a product or service, crisis will come knocking - and happy is the communicator who feels confident and prepared when it happens.
Confidence comes from having a crisis communications template in place before disaster strikes. Largemouth Communications recently developed a communications training presentation for one of our clients, with the goal of helping human resources and facilities managers at this company feel confidant and prepared to handle media inquiries in a crisis situation. We recommend a simple, three step process to prepare for and manage crises.
Step One: Do Your Homework
Before a crisis occurs, it is essential to identify specific individuals in your company who are authorized to speak to the media. Make sure all employees and anyone who answers the phone know who these individuals are.
It is also useful to outline your approval tree ahead of time. By this we mean the people (executives, attorneys, etc.) who must approve any internal or external communication before it is delivered.
As soon as you become aware of a crisis, immediately get to work gathering the "5 Ws"
What - what happened?
Who - who was affected?
Where - where did the event occur/where do those affected live?
When - when did this happen?
Why/Significance - why did this happen, or what is the significance of this event?
Use this information to craft the appropriate communications to internal and external audiences and route them through your approval process.
Step Two: Manage the Media
An asterisk to this step would read "*to the extent this is possible." You can't control the media, of course. What you can do is manage, to the best of your ability, the flow of information out of your company about the crisis. Here are some key tips:
1. When a reporter calls, find out the nature of their inquiry and their deadline.
2. Respond to reporters promptly, but only after properly preparing and gaining approval of the information you plan to share.
3. If you can't meet the reporter's deadline, be honest. There are few times when having a good rapport with reporters matters more than in a crisis situation.
Step Three: Control the Message
You can't control the reporters you deal with or the stories they write, but you can control your company's message - and you must.
Here's a simple fact: if your statements to the media only include the messages you want to deliver, then you ensure that those messages will be represented in the coverage. Why? Because you've given them nothing else to use. I'm not suggesting you play coy or stonewall - in fact I would strongly advise against these tactics. Craft a statement that gives the media as much information as you responsibly can, and stick to it, even if you have to repeat the same three or four sentences over and over.
Last but certainly not least, show your internal audiences the same respect you show the media. That cuts two ways. First, effective internal communication during a crisis helps mitigate rumors and protect productivity. Second, all your internal communications (or the absence of communication if you make that mistake) can and probably will be shared publicly. When it comes to employee communications in a crisis, it pays to be dogmatic about two things:
1. Make sure they hear it from you first whenever possible.
2. Don't share any information internally that you would not be willing to share with a reporter.
I close with a caution for those who think these guidelines seem so intuitive as to be unnecessary: when the feathers hit the fan and the adrenaline kicks in, you'll be glad to have a simple but well-thought-out crisis communications plan to fall back on. Take the time to get it on paper and get the necessary players on board while the seas are calm. You'll be glad you did.
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During tough economic times, it's easy to lose sight of your brand. Faced with the challenge of staying afloat, the C-suite will naturally turn its attention to cutting operating costs, fixing balance sheets and other areas perceived as critical to the company's survival. But the way in which the outside world expects a company to behave and perform (also known as your brand) can be its most important asset.
Experts now say the economic stranglehold is loosening, but most still predict a long, slow recovery. Paying some overdue attention to your brand now may help mitigate any erosion that has occurred to the brand equity you spent years to build. Perhaps more importantly, taking a close look at your brand can help build employee and customer confidence in your products and services, positioning you to ride the wave of economic recovery for all its worth.
Step One: Tell the Right Story
The first and most important step toward brand rejuvenation is to take control of the message. Needless to say, PR in the form of savvy media relations plays a key role in that process. But before you can start putting out press releases or strategically fielding media requests, you have to be prepared to tell the "right story." Mind you, this is not to an exercise in spin. The "right story" is one that's harnessed by facts. It sheds light on current developments with an eye to the future. It puts decisions in context and ultimately contributes to help key stakeholders understand where you stand today and where you plan to go next.
Step Two: Clean up Collateral
In order to build the most appropriate messaging around your brand during an economic recovery, you must also take a good look at your marketing collateral. From product spec sheets to your Web site, it is critical that all your communications pieces contain consistent, clear and current information. Uncertain economic times are the worst possible times for creating confusion in the marketplace. Cleaning up your collateral tree requires time and resources, but keep in mind that protecting your brand is one of the most sound - and conservative - investments your company can make to protect and promote your brand.
Step Three: "Family" First
Finally, be vigilant to ensure that internal audiences don't slip through the cracks. If change is afoot in your business, your employees need to hear it from you first. Remember: once the rumor mill starts turning, it can be hard to contain. Disgruntled, misinformed employees have a way of inserting themselves into news stories about struggling businesses. Whether justified or not, the perceptions they help create can be difficult to dispel - especially in the Web 2.0 echo chamber. Being forthcoming is the number one way to control the message that is delivered by those who will be perceived as being "experts" or "insiders" whether they are well-informed or not.
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Just married and finally back in the swing of things post honeymoon! During the sixteen months we had to plan our wedding I frequently found comparisons to working in public relations. I found that wedding planning was much more manageable once I realized that in many ways I thought of "the wedding" as another account.
Communications plays a major role in coordinating any large scale event, and weddings must also address the complexities of bringing two families together. PR challenges abound, but with careful planning, strategy and a clear story, the process can be fun! At its core, a wedding is the culmination of a love story, and sharing that story in a clear, meaningful way with key stakeholders (family, friends and one another) is central to a successful event - and marriage! (Read more after the jump)
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We have now officially started our blog. From this point forward, we promise to capture and offer our loyal visitors useful strategies, tips and techniques for improving communications.
Enjoy your morning coffee and read this helpful article on protecting your brand in a recession.
Thanks, BB
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