tag:blogger.com,1999:blog-92187605366193259002024-03-14T01:29:51.594-07:00PR, Pure & SimpleA blog from O'Brien Communications. Leadership, Strategy, Implementation.Unknownnoreply@blogger.comBlogger174125tag:blogger.com,1999:blog-9218760536619325900.post-4461943350045480442015-09-21T09:45:00.006-07:002015-09-21T09:45:35.525-07:00PR, Pure & Simple Has a New Home!<h3>
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<br />Unknownnoreply@blogger.com1tag:blogger.com,1999:blog-9218760536619325900.post-1056956171377995952015-08-22T11:10:00.001-07:002015-08-22T12:31:45.932-07:00What's an Explainer Video?<!--[if gte mso 9]><xml>
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<![endif]--><span style="font-size: small;"><span style="font-family: Verdana,sans-serif;"><span>One of the newer and more commonly used
terms when the subject of video production comes up is the “explainer
video.”<span> </span>Many in the communications field
feel that the term alone is, well, self-explanatory. </span>
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<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;"><span>Essentially, all communication is
designed to explain something so as to educate, persuade or entertain.<span> </span>So with that in mind, I thought I’d not
assume the term is self-explanatory and take a stab at providing an overview of
what is specifically meant by, but perhaps more importantly, what can be
accomplished by a good explainer video.</span></span></span></div>
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<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;"><span>The holidays are coming up, so let’s
think ahead to when you will be in a conversation with your cousin who always asks
you, “So what do you do for a living?”<span>
</span>It seems that the last time you answered this question the response
didn’t take, so here you are answering the question again.<span> </span>“This is who I am, this is what I do…”</span></span></span></div>
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">
</span></span><div class="MsoNormal">
<br /></div>
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<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;"><span>Wouldn’t it be great if you could just
have a video on your smart phone so that every time someone asks you that
question, you have a perfectly produced response so that with the touch of a
finger you can let the video do the talking, and provide the most concise and
memorable explanation?<span> </span>A video calling
card, if you will.</span></span></span></div>
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">
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<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;"><span>That’s the purpose of an explainer
video, and it’s growing in popularity. People are no longer need to wait to sit
in front of a computer in the quiet of an office or home just to learn about
your organization.</span></span></span></div>
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">
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<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;"><span>More often, they’re accessing
information on their mobile phones, and if they’re really interested, they may
dig a little deeper using other mobile pad devices or laptops.<span> </span>Given the time and places people use these channels,
reading may be too inconvenient.<span> </span>So that
500-word written descriptor on your home page just may not always work for the
location of your audience.</span></span></span></div>
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</span></span><div class="MsoNormal">
<br /></div>
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">
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<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;"><span>Enter the explainer video.</span></span></span></div>
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">
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<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;"><span>Explainer videos are typically one- to
three minutes in length; they provide a solid overview of what your
organization does, how it operates, where it operates, who it serves; and they
are most commonly accessed via the Internet on home pages/landing pages and
social media.<span> </span>Gone are the days when the
primary purpose of a video is to be kept on a shelf until it is inserted into a
player.</span></span></span></div>
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">
</span></span><div class="MsoNormal">
<br /></div>
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">
</span></span><div class="MsoNormal">
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;"><span>Explainer videos can be developed on a full
range of topics, so if your organization has five affiliates, two offices and
serves four different constituencies, there’s no reason not to consider
explainer videos for each.</span></span></span></div>
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">
</span></span><div class="MsoNormal">
<br /></div>
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">
</span></span><div class="MsoNormal">
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;"><span>One thing to remember, because the
medium is video not paper, don’t be too reliant on just the words.<span> </span>Video offers many ways to use visuals – real
and animated, moving and still, graphics and other tools and techniques – to
tell your story.</span></span></span></div>
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">
</span></span><div class="MsoNormal">
<br /></div>
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">
<span>In terms of tone, explainer
videos are usually upbeat, fast-moving, oftentimes feature animation or
graphics.</span></span></span>Unknownnoreply@blogger.com1tag:blogger.com,1999:blog-9218760536619325900.post-60612448341950967712015-06-13T08:31:00.000-07:002015-06-14T07:02:03.945-07:005 Things You Should Do Before Any Media Interview<!--[if gte mso 9]><xml>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgq64NlIhGhuihJscJ2wvBmu69iDjPDNJMikxLo1VPnIaBSahwoaGCvOqVJhm_HnbvnV9Ze93f6XBSzGq-qk8-wJUiqsC6NGF_JGR_kfYWjnUkSkUWWCViYvapFsSOMFB5uNUvOWpgq9500/s1600/Five+Things+Before+Media+Interview.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="240" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgq64NlIhGhuihJscJ2wvBmu69iDjPDNJMikxLo1VPnIaBSahwoaGCvOqVJhm_HnbvnV9Ze93f6XBSzGq-qk8-wJUiqsC6NGF_JGR_kfYWjnUkSkUWWCViYvapFsSOMFB5uNUvOWpgq9500/s320/Five+Things+Before+Media+Interview.jpg" width="320" /></a><span style="font-family: Verdana,sans-serif;">Let’s say you have a media interview tomorrow, or in the
next hour, it doesn’t matter.<span style="mso-spacerun: yes;"> </span>Regardless
of the window of time, these are the five things you should do to the best
extent possible before any media interview.</span></div>
<div class="MsoNormal">
<br /></div>
<span style="font-family: Verdana,sans-serif;"><span style="color: #660000;"><b>#1 – Read or watch the journalist’s previous reporting.</b></span><span style="mso-spacerun: yes;"><b> </b> </span>Make sure you know the way this particular reporter
likes to approach stories, ask questions and follow through.
</span><div class="MsoNormal">
<br /></div>
<span style="font-family: Verdana,sans-serif;">
</span><div class="MsoNormal">
<span style="font-family: Verdana,sans-serif;"><span style="color: #660000;"><b>#2 – Prepare a list of questions you may be asked.</b></span><span style="mso-spacerun: yes;"> </span>And add a few questions you may not want to
be asked.<span style="mso-spacerun: yes;"> </span>Prepare for how you will
respond to each.</span></div>
<span style="font-family: Verdana,sans-serif;">
</span><div class="MsoNormal">
<br /></div>
<span style="font-family: Verdana,sans-serif;">
</span><div class="MsoNormal">
<span style="font-family: Verdana,sans-serif;"><b><span style="color: #660000;">#3 – Develop a short list of the key messages you should
deliver.</span></b><span style="mso-spacerun: yes;"> </span>These aren’t just things you
want to say, but things you should say to make the best case for your
organization on the topic at hand.</span></div>
<span style="font-family: Verdana,sans-serif;">
</span><div class="MsoNormal">
<br /></div>
<span style="font-family: Verdana,sans-serif;">
</span><div class="MsoNormal">
<span style="font-family: Verdana,sans-serif;"><b><span style="color: #660000;">#4 – Think about who the audience is that will read and/or
watch the final report.</span></b><span style="mso-spacerun: yes;"><b><span style="color: #660000;"> </span></b> </span>You need to
prepare your responses with them in mind.</span></div>
<span style="font-family: Verdana,sans-serif;">
</span><div class="MsoNormal">
<br /></div>
<span style="font-family: Verdana,sans-serif;">
</span><div class="MsoNormal">
<span style="font-family: Verdana,sans-serif;"><b><span style="color: #660000;">#5 – Choose a location for the interview that reinforces
your message.</span></b><span style="mso-spacerun: yes;"> </span>If you’re talking about
roads, do the interview with the type of road you are discussing in the background.</span></div>
<span style="font-family: Verdana,sans-serif;">
</span><div class="MsoNormal">
<br /></div>
<span style="font-family: Verdana,sans-serif;">
</span><div class="MsoNormal">
<span style="font-family: Verdana,sans-serif;">Those are five quick tips on things you should do before any
interview.<span style="mso-spacerun: yes;"> </span>Of course, there are many
other measures you can take, but even if you only have an hour to prepare, you
can cover these steps.</span></div>
<span style="font-family: Verdana,sans-serif;">
</span><div class="MsoNormal">
<br /></div>
Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-9218760536619325900.post-72294466135522990362015-06-07T05:30:00.003-07:002015-06-07T06:50:09.518-07:00Three PR Lessons from Taylor Swift<!--[if gte mso 9]><xml>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgx4agFCTXJ1KeDZyj0XLH1NGhrXCV43UUfkfo_3IbTav3Z3xIZzyVAQqEklizIVGmk0cFv6zgLF3zudMge7-l43pOpCAoRjcoweILF39zSE0ky_lp9qoOFGE366HryAxPFPa5nLfVD8BoD/s1600/IMG_20150606_173127_931-1.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgx4agFCTXJ1KeDZyj0XLH1NGhrXCV43UUfkfo_3IbTav3Z3xIZzyVAQqEklizIVGmk0cFv6zgLF3zudMge7-l43pOpCAoRjcoweILF39zSE0ky_lp9qoOFGE366HryAxPFPa5nLfVD8BoD/s320/IMG_20150606_173127_931-1.jpg" width="269" /></a><span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">As a Baby Boomer guy with no daughters, here’s everything I
know about</span></span><span style="font-size: small;"><span style="font-family: Verdana,sans-serif;"> <span style="color: #660000;"><b><a href="http://taylorswift.com/">Taylor Swift</a>.</b></span> She’s
incredibly famous and successful as a pop entertainer/singer who used to be
country. She dated a Kennedy. <span style="color: #660000;"><b><a href="https://www.youtube.com/watch?v=RvaakT52RjQ">She was dissed</a></b></span> on some major awards show by
Kanye West, and on Saturday she was in Pittsburgh to perform to a sellout crowd at Heinz Field.</span></span><span style="font-size: small;"><span style="font-family: Verdana,sans-serif;"> </span></span><br />
<br />
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">Don’t ask me about her music or anything else. When I see
her photo on a magazine cover, article or Internet post, I try to skip past it
as fast as I do when I see a Kardashian’s photo.</span></span><br />
<br />
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">The main reasons I know she was in Pittsburgh was that it
was impossible to avoid on <span style="color: #660000;"><b><a href="http://www.wtae.com/entertainment/photos-taylor-swift-1989-world-tour-in-pittsburgh/33443564?utm_source=Social&utm_medium=FBPAGE&utm_campaign=WTAE-TV%20Pittsburgh&Content%20Type=Gallery">the local news</a></b></span>, and I drove by Heinz Field the day
before her concert while the crew was unloading the staging equipment from the trucks. A lot of trucks.</span></span><br />
<br />
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">What amazed me was she sheer number of 18-wheelers in her
entourage, each with a billboard-sized, four-color image of Taylor in a pair of
sunglasses touting the “1989 World Tour.” As I drove by all the trucks, I started to
count, then I lost count. What I can say is from outside the stadium, it appears to take more people and resources to get Taylor Swift on stage than it does to produce an NFL football game.</span></span><br />
<br />
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">A part of me wondered if show managers add a bunch of empty trucks in
the entourage just to make the production look bigger than it is, but I doubt
it. If there’s one thing Taylor Swift
doesn’t need is more publicity, particularly that which is centered on how many trucks are required
to put on a show.</span></span><br />
<br />
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">So, given the fact I know so little about Taylor Swift, the
PR lessons I have gleaned from her are superficial at best, but they are no less
telling:<span style="color: #660000;"><b> </b></span></span></span><br />
<br />
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;"><span style="color: #660000;"><b>#1 – Go big or go
home.</b></span> I’m sure she would have packed
Heinz Field with a smaller production, but audiences expect more than a
performance. They want an event. When we
create PR events, we need to make sure that once we’ve committed to an event,
that’s exactly what it is – a memorable event – not just a forum for
communicating information.<span style="color: #660000;"><b> </b></span></span></span><br />
<br />
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;"><span style="color: #660000;"><b>#2 – Make the most of
it while you can.</b> </span>Since I don’t know Taylor Swift, I have no idea how she
views her success. But I’d be willing to
bet that a few of her more seasoned managers and advisors have been around the
block enough times to know this kind of success doesn’t happen often or last
long, so when you have the opportunity, make the most of it. That means that once you’ve achieved your
initial goals, think of “stretch goals” that make the project even better for
everyone. Of course, there is always the
possibility of an over-reach and that can backfire. In PR terms, the best approach may be simply
to take nothing for granted and know that once you’ve achieved our initial
goals, think of ways to maximize those results.
Don’t assume you will easily repeat this same kind of success.<span style="color: #660000;"><b> </b></span></span></span><br />
<br />
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;"><span style="color: #660000;"><b>#3
– Don’t let your initial brand identity limit you.</b></span><span style="color: #660000;"> </span>Even though I like country music, I really
can’t tell you which country songs are hers.
I know that even within the country genre, I was never her targeted
market. And I know that once she
achieved unprecedented success as a country artist, she was presented with an
opportunity to redefine herself to a broader audience. This is true for brands as well. While initial brand focus and identity is
often critical to initial success, brands can outgrow that initial identity and
may be in need of tweaking or redefinition. Don’t be afraid of this. It can lead to bigger and better things for
any brand.</span></span>Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-9218760536619325900.post-66156201827950251092015-05-24T05:36:00.002-07:002015-05-24T05:39:54.232-07:00Remembering America's Fallen<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh_V0YO-dMpi4aDbV3MnqH2flAe-Do9l0DGAx1r4CS77B37N73fINj9B84tAHJ3tLfYsjDFUilrHrIhrynVsgb-zr2dKDDJ1CDyyQW87fhGBn-TagnKTTzUiQSx3XVmUuUU5UgBGYsKSoo2/s1600/Uncle+Lawerence+and+Bomber+Group+Cropped.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="208" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh_V0YO-dMpi4aDbV3MnqH2flAe-Do9l0DGAx1r4CS77B37N73fINj9B84tAHJ3tLfYsjDFUilrHrIhrynVsgb-zr2dKDDJ1CDyyQW87fhGBn-TagnKTTzUiQSx3XVmUuUU5UgBGYsKSoo2/s320/Uncle+Lawerence+and+Bomber+Group+Cropped.jpg" width="320" /></a></div>
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</xml><![endif]--><span style="font-size: small;"><span style="font-family: Verdana,sans-serif;"><i><span style="color: black;">The following post originally appeared on this blog on May 25,
2012:</span></i><span style="color: black;"> </span></span></span><br />
<br />
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;"><span style="color: black;">One of
the strongest brands we have in America is the flag. Red and white stripes. Fifty white stars against a blue field. Like so many in our country, I never get
tired of seeing it.</span></span></span><br />
<div class="MsoNormal" style="background: white none repeat scroll 0% 0%;">
<br />
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;"><span style="color: black;">Of
course, it means different things to different people, but in many respects, it
represents the same things to most people.
Freedom is probably the one idea that most readily comes to mind.</span></span></span><br />
<br />
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;"><span style="color: black;">Can you
imagine what that flag looks like to the families awaiting the safe return of
military men and women coming home from overseas? Or what a World War II veteran thinks about
when he stands for the National Anthem and faces the stars and stripes at a
baseball game?</span></span></span><br />
<br />
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;"><span style="color: black;">I read an
article recently about a group of freshly naturalized U.S. citizens and in the
accompanying photo, each with a smile on his or her face, proudly held a small
red, white and blue flag. I wondered
what that flag meant to them.</span></span></span><br />
<br />
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;"><span style="color: black;">A few
years ago, I wrote a family history and not surprisingly, I learned that my
ancestors were drawn to America for the freedom to live a life less restrictive
than in the countries they left. America
was and still is viewed as a land of opportunity, but that would not be
possible without the freedoms we enjoy and that are guaranteed by our
democratic system.</span></span></span><br />
<br />
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;"><span style="color: black;">These
thoughts are all abstract unless you or someone you know put something on the
line to protect our system of freedoms and democracy.</span></span></span><br />
<br />
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;"><span style="color: black;">Before I was
born, my father and his brothers enlisted in the U.S. Army and Navy. They were deployed in locations around the
world to face enemies in the Pacific and Europe.</span></span></span><br />
<br />
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;"><span style="color: black;">One uncle
told me the story of how he was left for dead in what was later called the Battle
of the Bulge. For three days he laid in
the cold, hoping someone would help him.
He wasn’t much for detail when he told his story, but it gave me the
impression he went through quite a bit that winter. The flag meant something to him.</span></span></span><br />
<br />
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;"><span style="color: black;">During
Viet Nam, I was too young to serve, but I remember the older boys in the
neighborhood would often come back on leave, wearing their sharp Marine, Navy
or Army uniforms. At that point, they
were proud of who they were and what they represented. At first you’d see larger groups of them
together at the corner store in their uniforms, laughing and joking and
catching up. But after a while, the
groups got smaller. I remember a more
muted tone here and there when we’d find out that one of our neighborhood boys
wasn’t coming home.</span></span></span><br />
<br />
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;"><span style="color: black;">As an
altar boy, I served several funerals of vets and was always transfixed with the
precise and ritualistic manner with which the flag was so reverently handled
and presented to surviving family members.</span></span></span><br />
<br />
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;"><span style="color: black;">More
recently, we all have had the opportunity to know and see our family members,
friends and neighbors go off to places like Afghanistan and Iraq. And whether our experience is personal or if
we just learn about it through old and new media, the sacrifices they make for
our freedoms are all too real and all too current.</span></span></span><br />
<br />
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;"><span style="color: black;">Memorial
Day is commonly thought of as the first three-day weekend of summer and its
unofficial kick-off. We celebrate with picnics and parades, usually. Another Memorial Day tradition for many is to
visit a cemetery where a loved one is memorialized with fresh flowers, and if
the loved one is a vet, a bright new U.S. flag.</span></span></span><br />
<br />
<span style="font-family: Verdana,sans-serif; font-size: small;"><span style="color: black;">That’s a
tradition I picked up just a few years ago when my own Army veteran father
died. Yesterday, I visited his final
resting place and that of so many other vets.
A neatly trimmed field of red, white and blue flags. Not a sorrowful place on a weekend like
this. A place of honor and respect where
the flag reminds us of so many who
served and who risked their lives to protect our American way of life.</span></span><br />
<br />
<span style="font-family: Verdana,sans-serif; font-size: small;">The flag
is an iconic brand not because of what it looks like but because of what it
represents to those willing to make the ultimate sacrifice for it. The act of remembering is why we call it
Memorial Day. Can there be anything more
powerful than that?<i><b><span style="color: black;"> </span></b></i></span><br />
<br />
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;"><span style="font-size: x-small;"><i><b><span style="color: black;">Note about the
photo. </span></b><span style="color: black;"> My uncle was Staff Sgt. Lawrence O'Brien (back row, second from right), who flew numerous missions
over Europe in World War II. He earned the Army's Distinguished Flying
Cross. He never came home.</span></i></span></span></span></div>
Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-9218760536619325900.post-29534562003375870402015-05-18T06:14:00.000-07:002015-05-18T06:14:39.155-07:00Communicating Technical or Complex Information: Make it relatable<!--[if gte mso 9]><xml>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhNj9rsHQSN5t4sm_cvx5BAgvxJtvT_reJB5F4pr0h3sfoOIi4ymCrsw8xu77hmsL4eLpsgjRvFyrqZaPyPH7_dhEAguTz_z5CcsM-ND17kudb0Phttk0d7Wy1sxmHcYZVmsklqtPGcWJoz/s1600/IMG_20150518_090051_479-1.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="250" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhNj9rsHQSN5t4sm_cvx5BAgvxJtvT_reJB5F4pr0h3sfoOIi4ymCrsw8xu77hmsL4eLpsgjRvFyrqZaPyPH7_dhEAguTz_z5CcsM-ND17kudb0Phttk0d7Wy1sxmHcYZVmsklqtPGcWJoz/s320/IMG_20150518_090051_479-1.jpg" width="320" /></a></div>
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">One of the most common challenges a professional
communicator faces is how to educate or inform targeted audiences of complex or
highly technical information.<span style="mso-spacerun: yes;"> </span>A new
medical treatment.<span style="mso-spacerun: yes;"> </span>An electronic
component that enables the equipment that enable your smart phone to work.<span style="mso-spacerun: yes;"> </span>A chemical coating that protects the paint on
your car from sun damage.
</span></span><br />
<div class="MsoNormal">
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;"><br /></span></span></div>
<div class="MsoNormal">
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">None of this sounds all that interesting, does it?</span></span></div>
<div class="MsoNormal">
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;"><br /></span></span></div>
<div class="MsoNormal">
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">And that’s the challenge for the communications writer.<span style="mso-spacerun: yes;"> </span>How do I clearly, thoroughly and accurately
present information of a highly technical or complex nature and not lose my
reader or audience?</span></span></div>
<div class="MsoNormal">
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;"><br /></span></span></div>
<div class="MsoNormal">
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">The simple answer is, tell a story.<span style="mso-spacerun: yes;"> </span>Tell an interesting story.<span style="mso-spacerun: yes;"> </span>Make it about people not data, or components
or acronyms.</span></span></div>
<div class="MsoNormal">
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;"><br /></span></span></div>
<div class="MsoNormal">
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">If you don’t know where to start, then begin with the people
behind the new development or advancements. Who are they? Why did they see a
problem?<span style="mso-spacerun: yes;"> </span>What made their journey to a
solution so innovative or interesting?<span style="mso-spacerun: yes;">
</span>Put it all down in your notes and early drafts.</span></span></div>
<div class="MsoNormal">
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;"><br /></span></span></div>
<div class="MsoNormal">
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">Find out more about the people to be impacted by the
innovation or new technology. Who are they?<span style="mso-spacerun: yes;">
</span>Why will they benefit?<span style="mso-spacerun: yes;"> </span>How will
they benefit? Will this change their lives in any way?</span></span></div>
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<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;"><br /></span></span></div>
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">The answers to these questions help turn
technical information into knowledge with which people can relate. The
challenge then for the writer is to put it all into an order that gives all of
this a cohesive narrative, one that takes the story from its beginning to its
end, and in the process, opens the readers’ eyes to the possibilities.</span></span>Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-9218760536619325900.post-20318464743896478462015-05-10T07:22:00.000-07:002015-05-11T03:45:08.446-07:00Book Review: Glass Jaw - A Manifesto for Defending Fragile Reputations in an Age of Instant Scandal<!--[if gte mso 9]><xml>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiC-WDLjJoqK4gs8P3xkjMjdlffsAiZ-rUyUA5EAnys6BZPjyU_xrrfShzSu1cRW8dXy7Py3i9rzWOO1QOMRjwfeEcwXI3AynhilktcIIsjk8paO0zR-thzX_FEiKwd8rbzd0FgwkreK1vu/s1600/IMG_20150509_165759_517-1-1-1.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="230" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiC-WDLjJoqK4gs8P3xkjMjdlffsAiZ-rUyUA5EAnys6BZPjyU_xrrfShzSu1cRW8dXy7Py3i9rzWOO1QOMRjwfeEcwXI3AynhilktcIIsjk8paO0zR-thzX_FEiKwd8rbzd0FgwkreK1vu/s320/IMG_20150509_165759_517-1-1-1.jpg" width="320" /></a><span style="font-size: small;"><span style="font-family: Verdana,sans-serif;"><span lang="EN" style="mso-ansi-language: EN; mso-bidi-font-family: Helvetica; mso-fareast-font-family: "Times New Roman";">It may
be only May, but if you’re starting to compile a summer reading list for the
beach, and you’re one of those rare people who read about PR while on vacation,
here’s one to consider.<span style="mso-spacerun: yes;">
</span>It’s called <i><a href="http://www.amazon.com/Glass-Jaw-Manifesto-Defending-Reputations/dp/1455582972/ref=sr_1_1?s=books&ie=UTF8&qid=1431267587&sr=1-1&keywords=dezenhall+glass+jaw">Glass Jaw: A Manifesto for Defending Fragile Reputations in an Age of Instant Scandal</a></i>, by Eric
Dezenhall.<span style="mso-spacerun: yes;"> </span>The book was published in
late 2014.<span style="mso-spacerun: yes;"> </span>For background, Dezenhall is
the founder of Dezenhall Resources, Ltd., which was formed in 1987, and has
handled a large number of high-profile crises.</span></span></span><br />
<div class="MsoNormal" style="background: none repeat scroll 0% 0% white;">
<br />
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;"><span lang="EN" style="mso-ansi-language: EN; mso-bidi-font-family: Helvetica; mso-fareast-font-family: "Times New Roman";">His
book,<i style="mso-bidi-font-style: normal;"> Glass Jaw</i> focuses on crisis
communications in the digital age.<span style="mso-spacerun: yes;"> </span>He uses
several recent communications crises to illustrate what he calls a “fiasco
vortex,” where smaller problems escalate quickly thanks to the viral nature of
the Internet.</span></span></span><br />
<br />
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;"><span lang="EN" style="mso-ansi-language: EN; mso-bidi-font-family: Helvetica; mso-fareast-font-family: "Times New Roman";">The book
explores another major characteristic of the current crisis communications
climate, a twist on the old “man bites dog” scenario.<span style="mso-spacerun: yes;"> </span><i style="mso-bidi-font-style: normal;">Glass
Jaw</i> focuses on how many recent crises today center on large, powerful
organizations that were bullied and taken down by traditionally weaker or more
powerless but tech savvy groups that know how to leverage digital media
channels.</span></span></span><br />
<br />
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;"><span lang="EN" style="mso-ansi-language: EN; mso-bidi-font-family: Helvetica; mso-fareast-font-family: "Times New Roman";">Or as
Dezenhall points out, “the meek are predators and the strong are prey.”</span></span></span><br />
<br />
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;"><span lang="EN" style="mso-ansi-language: EN; mso-bidi-font-family: Helvetica; mso-fareast-font-family: "Times New Roman";">The
author explains that traditional crisis management tactics and strategies may
not effectively counter some of these new types of attacks, and it can be folly
to try to trade punches on social media.<span style="mso-spacerun: yes;">
</span>He says that when some organizations find themselves the target of such
campaigns, they often respond too quickly, apologize ineffectively, and
generally over-react.</span></span></span><br />
<br />
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;"><span lang="EN" style="mso-ansi-language: EN; mso-bidi-font-family: Helvetica; mso-fareast-font-family: "Times New Roman";">More to
the point, he believes that both the cause and the solution to the controversy
reside away from the public eye.<span style="mso-spacerun: yes;"> </span>He
likens controversies to icebergs, where the small top above the water is all
that the world sees, but “Most of what’s really happening is happening in a
place that few people see.”</span></span></span><br />
<br />
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;"><span lang="EN" style="mso-ansi-language: EN; mso-bidi-font-family: Helvetica; mso-fareast-font-family: "Times New Roman";">So,
while the public may see the media coverage, the statements, the apologies and
the product recalls, Dezenhall says that behind the scenes are operational and
strategic decisions, regulatory moves, and conflict avoidance.</span></span></span><br />
<br />
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;"><span lang="EN" style="mso-ansi-language: EN; mso-bidi-font-family: Helvetica; mso-fareast-font-family: "Times New Roman";">Says
Dezenhall, “Most crises that are successfully resolved are resolve due to
business and operational considerations, which occur beneath the surface of the
controversy iceberg.<span style="mso-spacerun: yes;"> </span>Because these
actions are often mundane and invisible, they go unheralded.<span style="mso-spacerun: yes;"> </span>Above-the-surface communications strategies
are over-hyped as damage control solutions, which may play a supporting role,
but shouldn’t divert attention away from the big decisions that will ultimately
determine the health of the principal.”</span><span lang="EN"> </span></span></span><br />
<br />
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;"><span lang="EN"><span style="mso-spacerun: yes;"></span>In a
sense, <i>Glass Jaw</i> is an anatomy of much current day news coverage and how some groups
effectively leverage the power of digital media, both narrowly and as part of a
broader strategy.</span></span></span></div>
Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-9218760536619325900.post-72986127380951702012015-04-12T14:21:00.000-07:002015-04-12T14:21:11.453-07:00Baseball Provides a PR Lesson for Managing Expectations<!--[if gte mso 9]><xml>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEib_mjh-ysJdUKFEjIpreFMsctRg7T9Osw1qpnGHVSWJZZNxXm_UZNQweawbsNFvVcA3POMTvNt8ZG_7tADeBt92OwQYzTfRFJimypv3UHWyPCjd9BY1sD7OzWC0-RolrhL1szL9lXxdqua/s1600/Opening+Day.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEib_mjh-ysJdUKFEjIpreFMsctRg7T9Osw1qpnGHVSWJZZNxXm_UZNQweawbsNFvVcA3POMTvNt8ZG_7tADeBt92OwQYzTfRFJimypv3UHWyPCjd9BY1sD7OzWC0-RolrhL1szL9lXxdqua/s1600/Opening+Day.jpg" height="240" width="320" /></a></div>
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<span style="font-family: Verdana,sans-serif;">According to weather reports, all looks good for the <a href="http://pittsburgh.pirates.mlb.com/index.jsp?c_id=pit">Pittsburgh Pirates'</a>
home opener against the <a href="http://detroit.tigers.mlb.com/index.jsp?c_id=det">Detroit Tigers</a> at 1:35 p.m. on Monday, April 13, 2015.<span style="mso-spacerun: yes;">
</span>Expect a sellout crowd and baseball fever to take hold, not only in the
ballpark but throughout the city of Pittsburgh.<span style="mso-spacerun: yes;">
</span>Black and gold will be everywhere along with the hopes of even casual
baseball fans that the (2 & 4) Bucs are beginning that long campaign
towards October baseball.</span></div>
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<span style="font-family: Verdana,sans-serif;">That alone is a nice thought.<span style="mso-spacerun: yes;"> </span>If you’re a baseball fan, the notion of your
team playing baseball in October is a fantastic expectation.<span style="mso-spacerun: yes;"> </span>For decades, such a thought wasn’t realistic
in Pittsburgh, but thanks to the past two years, it’s not only realistic but
the Pirates players, coaches and their manager <a href="http://triblive.com/news/allegheny/8092559-74/pirates-team-season#axzz3X2Oi7fvv">Clint Hurdle are leading the charge</a>, <span style="mso-spacerun: yes;"></span>if in a measured way.</span></div>
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<span style="font-family: Verdana,sans-serif;">And that, in a nutshell, is a lesson for PR.<span style="mso-spacerun: yes;"> </span>Managing expectations.</span></div>
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<span style="font-family: Verdana,sans-serif;">A common stereotype of public relations and PR professionals
is that we are given to exaggeration, perhaps creating unrealistic
expectations. But the truth is PR has gotten very good at managing
expectations.</span></div>
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<span style="font-family: Verdana,sans-serif;">Like the baseball manager whose stock phrases for reporters
are such things as, “We play ‘em one game at a time,” or “Let’s focus on what
we do and let the outcome take care of itself,” PR professionals often have to
work to manage expectations towards realistic possibilities.</span></div>
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<span style="font-family: Verdana,sans-serif;">If a baseball manager doesn’t have the talent, he may
describe this as a “building year.”<span style="mso-spacerun: yes;"> </span>In
the same way, a PR person whose company has faced its share of competitive
challenges may help his CEO frame the situation as, “a time to restructure and
reinvest for future growth.”</span></div>
<span style="font-family: Verdana,sans-serif;">
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<span style="font-family: Verdana,sans-serif;">So, the lesson for PR professionals is that as excited as we
can get at the outset of any project or campaign, we have to enter the process
with realistic expectations, knowing the challenges that need to be addressed
and overcome to assure the best possible result.</span></div>
<span style="font-family: Verdana,sans-serif;">
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<span style="font-family: Verdana,sans-serif;">
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<span style="font-family: Verdana,sans-serif;">In Major League Baseball, that goal is the World Series.<span style="mso-spacerun: yes;"> </span>In PR, it’s all about connecting with your
key stakeholders to ensure that effective communication helps your organization
achieves its goals.</span></div>
Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-9218760536619325900.post-53647114783282980062015-04-02T10:36:00.001-07:002015-04-05T12:01:00.337-07:00Commencement Addresses that Don’t Overstay their Welcome<!--[if gte mso 9]><xml>
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<span style="font-size: small;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjknCamdOCF05pthmdcaOYdqk68zMcn5UIZ0zMD9xWkJXNjWDHSG2rkxKgtQU3-Dax0aqcTwLKVkYmNHZG9_ZSPFJsJtyxrs0cLd_5tLROTKLSuUGY3GB9mS086bIosM4opqtLcDL9IJMHm/s1600/Commencement.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjknCamdOCF05pthmdcaOYdqk68zMcn5UIZ0zMD9xWkJXNjWDHSG2rkxKgtQU3-Dax0aqcTwLKVkYmNHZG9_ZSPFJsJtyxrs0cLd_5tLROTKLSuUGY3GB9mS086bIosM4opqtLcDL9IJMHm/s1600/Commencement.jpg" height="240" width="320" /></a><i><span style="color: black; font-family: "Verdana","sans-serif";">A version of this blog post first appeared on <span style="color: #660000;"><b><span>PR, Pure & Simple</span></b></span> on April 28, 2014:</span></i></span></div>
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<span style="color: black; font-family: "Verdana","sans-serif"; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";"> </span><br />
<span style="color: black; font-family: "Verdana","sans-serif"; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";">Over the years, I’ve ghostwritten several speeches but only one
commencement address. My client was an accomplished business executive
who was invited to provide the commencement address for his Alma Mater.</span><span style="color: black; mso-ascii-font-family: Calibri; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Calibri;"></span>
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<span style="color: black; font-family: "Verdana","sans-serif"; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";">To prepare for the speech, I relied on my own experience and
capabilities as a speechwriter, but I also studied other speeches. Then,
I did what most speakers or speechwriters would do in a similar
situation. I tried to remember the commencement speech from my own
graduation.</span><span style="color: black; mso-ascii-font-family: Calibri; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Calibri;"></span></div>
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<span style="color: black; font-family: "Verdana","sans-serif"; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";">Remembering the speaker was easy. My commencement speaker
was <span style="color: #660000;"><b><span style="color: #660000;"><a href="http://www.biography.com/people/fred-rogers-9462161">Fred Rogers</a></span> </b></span>of Mister Rogers fame. I’d be lying if I told you I could remember what
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<span style="color: black; font-family: "Verdana","sans-serif"; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";">I’ve talked to quite a few people over the years and asked them
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vague recollections of their commencement speeches.</span><span style="color: black; mso-ascii-font-family: Calibri; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Calibri;"></span></div>
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<span style="color: black; font-family: "Verdana","sans-serif"; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";">This all leads me to wonder what can reasonably be accomplished
with a good commencement address. Can the speech connect with the new
graduates in such a way that it can influence their life direction? I
believe so, but it takes the right combination of speaker, remarks and a very
receptive audience.</span><span style="color: black; mso-ascii-font-family: Calibri; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Calibri;"></span></div>
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<span style="color: black; font-family: "Verdana","sans-serif"; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";">Can a commencement speaker make a good impression with the graduates
and their parents? I think this is much more doable across the
board. If you’re the speaker, you just have to know that while they may
like your speech very much, they may not remember the words. Graduation
ceremonies are a form of information overload for everyone in attendance. </span><span style="color: black; mso-ascii-font-family: Calibri; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Calibri;"></span></div>
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<span style="color: black; font-family: "Verdana","sans-serif"; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";">However, on the content side, the commencement speaker may be able
to make a more lasting impression.</span><span style="color: black; mso-ascii-font-family: Calibri; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Calibri;"></span></div>
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<span style="color: black; font-family: "Verdana","sans-serif"; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";">Consider one of the greatest speeches ever given, <a href="http://www.abrahamlincolnonline.org/lincoln/speeches/gettysburg.htm">The Gettysburg Address</a>. <span style="mso-spacerun: yes;"></span>When President Abraham Lincoln actually delivered the remarks, he was not the
keynote speaker and live reaction was mixed, to say the least. However,
the speech itself gained traction in the days, weeks and months to come when
the words of the speech were reprinted in newspapers and other publications.</span><span style="color: black; mso-ascii-font-family: Calibri; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Calibri;"></span></div>
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<span style="color: black; font-family: "Verdana","sans-serif"; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";">Fast forward to today. A commencement speech now can gain
traction on social media and possibly through traditional media coverage.</span><span style="color: black; mso-ascii-font-family: Calibri; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Calibri;"></span></div>
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<span style="color: black; font-family: "Verdana","sans-serif"; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";">In other words, while the targeted audience for the speech – the
graduates in their caps and gowns – may not always react the way the speaker
wants during remarks, the speech itself has a chance of gaining a second life
thanks to technology and the media. </span><span style="color: black; mso-ascii-font-family: Calibri; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Calibri;"></span></div>
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<span style="color: black; font-family: "Verdana","sans-serif"; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";">Ironically, some of those same graduates who may be too busy
taking selfies or texting while during the commencement address could find
themselves actually paying attention to the speech later when someone tweets to
them a link to a YouTube video of the speech.</span><span style="color: black; mso-ascii-font-family: Calibri; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Calibri;"></span></div>
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<span style="color: black; font-family: "Verdana","sans-serif"; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";">So, what makes for a great commencement speech?</span><span style="color: black; mso-ascii-font-family: Calibri; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Calibri;"></span></div>
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<span style="color: black; font-family: "Verdana","sans-serif"; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";">Based on my experience and research, here are four tips for
commencement ceremony speakers:<b> </b></span><span style="color: black; mso-ascii-font-family: Calibri; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Calibri;"></span></div>
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<b><span style="color: #660000; font-family: "Verdana","sans-serif"; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";">Try to avoid clichés.</span></b><span style="color: black; font-family: "Verdana","sans-serif"; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";"> Do a scan of your draft and question whether any of the
following words and terms really belong in the speech: “dreams;” “don’t be
afraid to fail;” “don’t be afraid to succeed;” “be yourself;” etc.
It’s not that this isn’t good advice. In fact, the concepts are very
good. But if you want the audience to listen, the key is to find another way to
convey the thought.<b> </b></span><span style="color: black; mso-ascii-font-family: Calibri; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Calibri;"></span></div>
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<b><span style="color: #660000; font-family: "Verdana","sans-serif"; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";">Don’t waste too much time telling them what you’re going to tell
them or telling them what you told them.</span></b><span style="color: black; font-family: "Verdana","sans-serif"; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";"> The first thing we learn in Public
Speaking 101 is to “tell them what you’re going to tell them.” That’s
good advice, just not for a commencement address. Graduation ceremonies
are marathon speech events, combined with a tedious diploma ceremony. If
you want to win this audience, get to your point quickly, make your point, and
thank everyone who needs to be thanked, and then sit down.<b> </b></span><span style="color: black; mso-ascii-font-family: Calibri; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Calibri;"></span></div>
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<b><span style="color: #660000; font-family: "Verdana","sans-serif"; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";">Tell a story.</span></b><span style="color: black; font-family: "Verdana","sans-serif"; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";"> Graduation day is a rite of passage. Rites of passage are
emotional events. Nothing can tap that nerve like a good story.
Tell a story that illustrates the point you want to make. Take your time
in telling that story. It’s better to tell one good story, than to try to
fit two or three smaller ones into a longer speech. Just make sure that
the story you tell is one that resonates with you on an emotional level.
If it does, there’s a better chance it will resonate with the audience as well.<b> </b></span><span style="color: black; mso-ascii-font-family: Calibri; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Calibri;"></span></div>
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<b><span style="color: #660000; font-family: "Verdana","sans-serif"; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";">Make it personal.</span></b><span style="color: #660000; font-family: "Verdana","sans-serif"; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";"> </span><span style="color: black; font-family: "Verdana","sans-serif"; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";"> Perhaps the most important tip to the commencement speaker is to
make your speech personal to you. Tell a story or deliver remarks that
only you can deliver with credibility. Base your remarks on your own
personal life story and you stand a much greater chance of getting and holding
the audience’s attention. Even when we write speeches for others, the
content should be rooted in the speaker's personal experience and perspectives.<b> </b></span><span style="color: black; mso-ascii-font-family: Calibri; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Calibri;"></span></div>
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<b><span style="color: #660000; font-family: "Verdana","sans-serif"; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";">Dr. Seuss Goes to College</span></b><span style="color: #660000; font-family: "Verdana","sans-serif"; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";"> </span><span style="color: black; mso-ascii-font-family: Calibri; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Calibri;"><br />
<br />
</span><span style="color: black; font-family: "Verdana","sans-serif"; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";">Theodor
Seuss Geisel, also known as Dr. Seuss, said this at Lake Forest College on <span style="color: #660000;"><b><a href="http://articles.latimes.com/2009/jun/07/local/me-then7">June 4, 1977</a></b></span>:</span><span style="color: black; mso-ascii-font-family: Calibri; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Calibri;"></span></div>
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<span style="color: black; font-family: "Verdana","sans-serif"; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";">“My uncle ordered popovers from the restaurant’s bill of fare,
and, when they were served, he regarded them with a penetrating stare…</span><span style="color: black; mso-ascii-font-family: Calibri; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Calibri;"></span></div>
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<span style="color: black; font-family: "Verdana","sans-serif"; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";">“Then he spoke great Words of Wisdom as he sat there on that
chair: ‘To eat these things,’ said my uncle, ‘You must exercise great
care. You may swallow down what’s solid, but, you must spit out the air.’</span><span style="color: black; mso-ascii-font-family: Calibri; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Calibri;"></span></div>
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<span style="color: black; font-family: "Verdana","sans-serif"; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";">“And, as you partake of the world’s bill of fare, that’s darned
good advice to follow. Do a lot of spitting out the hot air. And be careful
what you swallow.”</span><span style="color: black; mso-ascii-font-family: Calibri; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Calibri;"></span></div>
Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-9218760536619325900.post-89560672499802127992015-03-22T10:20:00.000-07:002015-03-22T12:00:50.892-07:00The Best Way to Start Every Communications Project<!--[if gte mso 9]><xml>
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<span style="font-family: Verdana,sans-serif;">Write your headline. That’s it.<span style="mso-spacerun: yes;"> </span>Come up with up to 12 words that summarize
the point you're trying to make.<span style="mso-spacerun: yes;"> </span>No
matter what the project, if it’s centered on communicating something to
someone, condense it all into a headline.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">If that’s a bit too restrictive then perhaps think in terms
of tweets.<span style="mso-spacerun: yes;"> </span>Write your concept in up to
140 characters or less.<span style="mso-spacerun: yes;"> </span>But certainly no
more. <span style="mso-spacerun: yes;"> </span>See if you can boil the whole
message down to that.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">Why?</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">Because no matter how long your annual report, how big the
audience at that next speech, or how breakthrough the news will be in your next
press release, chances are your targeted audience will come away with a single
and simple concept of what you communicated.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">If it’s an annual report, the reader will want to know quite
simply, “Was it a good year or not?”</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">If it’s a speech, “What one thing do you want me to remember
when I leave here today?”</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">If it’s a news release, “Why is this important and why now?”</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">Even in crisis situations, it’s worth the time and the
effort to think in terms of the headlines that will come out of the situation.
Think worst-case scenario first. What’s the worst headline that can appear
here?<span style="mso-spacerun: yes;"> </span>And then think in terms of the
best possible headline, and work towards that.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">So, as you start to scope out your next communications
project, one of the most valuable exercises you can do is to develop the right
headline to guide your vision and your work.</span>Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-9218760536619325900.post-8996385325346297152015-03-15T16:36:00.000-07:002015-03-16T05:22:25.812-07:005 PR Lessons from the NCAA's "March Madness" Tournament<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiA25CcqZfhxbZrGPLfYZCQcPsobSCZCfkv4ZL4fC7scX6UR_O7mHZlhCDSTyBvEVYH8d858OxYqelcZpHFkWyxsGD9qkrQp41qHeSHrFEVT0heWgZFhhm93hTEMRBMNuk8aOZUQarshcmk/s1600/March+Madness+Graphic.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiA25CcqZfhxbZrGPLfYZCQcPsobSCZCfkv4ZL4fC7scX6UR_O7mHZlhCDSTyBvEVYH8d858OxYqelcZpHFkWyxsGD9qkrQp41qHeSHrFEVT0heWgZFhhm93hTEMRBMNuk8aOZUQarshcmk/s1600/March+Madness+Graphic.jpg" height="240" width="320" /></a></div>
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<![endif]--><span style="font-family: Verdana,sans-serif;">It’s here.<span style="mso-spacerun: yes;"> </span>The
brackets are out and the NCAA’s <a href="http://www.ncaa.com/march-madness">"March Madness"</a> is
upon us.<span style="mso-spacerun: yes;"> </span>Over the next few weeks, over
68 college basketball teams will compete for a National Championship, but if
that’s all this is about then few outside of some hard core bettors and
die-hard basketball fans would care.</span><br />
<div class="MsoNormal">
<br />
<span style="font-family: Verdana,sans-serif;">But the NCAA tournament is big.<span style="mso-spacerun: yes;"> </span>Start with the colleges involved.<span style="mso-spacerun: yes;"> </span>Students, parents, alumni and the fan base
for each of the 68 teams in the tournament will be engaged in the process as
the field whittled down to the <a href="http://www.ncaa.com/final-four">"Final Four."</a> </span><br />
<br />
<span style="font-family: Verdana,sans-serif;">With the exception of the NHL’s <a href="http://en.wikipedia.org/wiki/Stanley_Cup_playoffs">Stanley Cup Playoffs</a>, the NCAA March basketball tournament is
perhaps the top sporting event where the process of finding a champion is arguably
bigger than the championship game.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">So, what can we learn in PR from the NCAA’s “March Madness?”<span style="color: #660000;"><b style="mso-bidi-font-weight: normal;"> </b></span></span><br />
<br />
<span style="font-family: Verdana,sans-serif;"><span style="color: #660000;"><b style="mso-bidi-font-weight: normal;">Have a Structure</b></span>
– Even though it’s called March Madness, the structure for the process is
anything but mad.<span style="mso-spacerun: yes;"> </span>Brilliantly, the NCAA
has branded each phase of this process.<span style="mso-spacerun: yes;"> </span>The
first week, over 68 teams represent their schools and conferences in a four-day
college basketball binge.<span style="mso-spacerun: yes;"> </span>The next week,
the field is smaller and is branded the “Sweet Sixteen,” out of which come the
“Elite Eight.”<span style="mso-spacerun: yes;"> </span>They will set up the
“Final Four.”<span style="mso-spacerun: yes;"> </span>This structure provides a
level of consistency that is required to sustain momentum and interest.<span style="color: #660000;"><b style="mso-bidi-font-weight: normal;"> </b></span></span><br />
<br />
<span style="font-family: Verdana,sans-serif;"><span style="color: #660000;"><b style="mso-bidi-font-weight: normal;">Have a Story Line</b></span>
– The tournament to select a champion has a story line.<span style="mso-spacerun: yes;"> </span>There are “favorites” and “underdogs.”<span style="mso-spacerun: yes;"> </span>We know each and every year a team that’s
supposed to win will lose to a team that’s just lucky to be there.<span style="mso-spacerun: yes;"> </span>These “upsets” create a story line that feeds
the tournament’s drama that unfolds over three weeks.<span style="mso-spacerun: yes;"> </span><span style="mso-spacerun: yes;"> </span>There
are missed shots, bad calls and “buzzer beaters,” all that serve to heighten
the intensity.<span style="color: #660000;"><b style="mso-bidi-font-weight: normal;"> </b></span></span><br />
<br />
<span style="font-family: Verdana,sans-serif;"><span style="color: #660000;"><b style="mso-bidi-font-weight: normal;">Have a Means for
Engagement</b></span> – <span style="mso-spacerun: yes;"><a href="http://espn.go.com/mens-college-basketball/tournament/bracket">Brackets.</a> </span>“Bracketology.”<span style="mso-spacerun: yes;"> </span>Even if you’re not a fan, chances are if you
go to the office this week someone will be filling out a bracket trying to make
their best guesstimates on who will win at each phase of the tournament.<span style="mso-spacerun: yes;"> </span>Some workplaces may even make it a group
thing, and you can fill out your own bracket for a chance to win a prize.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">I once knew someone who picked her bracket based on the team
mascots she liked, and her winning percentage in the end was higher than
someone else I knew who was an avid college basketball fan.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">Brackets are simple. Brackets are easy. Brackets are
accessible.<span style="mso-spacerun: yes;"> </span>In the NCAA’s case, the
bracket is an effective means of engagement. <span style="mso-spacerun: yes;"> </span>Brackets feed the buzz.<span style="color: #660000;"><b style="mso-bidi-font-weight: normal;"> </b></span></span><br />
<br />
<span style="font-family: Verdana,sans-serif;"><span style="color: #660000;"><b style="mso-bidi-font-weight: normal;">Have a Sub-plot</b></span> –
As the nation starts to follow the NCAA tournament, one of the most intriguing
sub-plots each year is the emergence of a <a href="http://pittsburgh.cbslocal.com/2015/03/14/ncaa-tournament-5-best-cinderella-runs/">"Cinderella team,"</a> one that may never should have been invited to the “big dance,” but for some
reason found its way.<span style="mso-spacerun: yes;"> </span>And now that it’s
there, it’s going to beat teams it shouldn’t and run deep into the tournament, maybe
even reach the Final Four.<span style="mso-spacerun: yes;"> </span>That’s a
Cinderella team.<span style="mso-spacerun: yes;"> </span>What makes these teams
confounding is that they usually destroy most peoples’ predictions and their
brackets suffer, along any chances they had to win a prize.<span style="mso-spacerun: yes;"> </span>Of course, some peoples' Cinderella teams are other peoples' <a href="http://www.statesboroherald.com/section/3/article/66506/">"bracket busters,"</a> and love them or hate them they provide a necessary sub-plot to put the madness
in March.<span style="color: #660000;"><b style="mso-bidi-font-weight: normal;"> </b></span></span><br />
<br />
<span style="font-family: Verdana,sans-serif;"><span style="color: #660000;"><b style="mso-bidi-font-weight: normal;">Tie it all Together
in One Big Moment</b></span> – The weekend of the Final Four is when the best four
teams face off for the national championship.<span style="mso-spacerun: yes;">
</span>On a Saturday night, there are two games.<span style="mso-spacerun: yes;"> </span>The winners of these games will meet in the
national championship.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">The night of the Final Four, people who’ve invested
themselves in this process get one last night of multiple games involving the
best teams.<span style="mso-spacerun: yes;"> </span>The event is a social event,
not as big but not unlike the Super Bowl, where people have parties, sports
bars are packed, and host cities rake in millions.</span><span style="font-family: Verdana,sans-serif;"> </span><br />
<br />
<span style="font-family: Verdana,sans-serif;">Then there is that national championship game.<span style="mso-spacerun: yes;"> </span>By now, people are likely ready for it to
end, but not without one final crowning moment, and that is the game.</span><br />
<span style="font-family: Verdana,sans-serif;"><br /></span>
<span style="font-family: Verdana,sans-serif;">The NCAA has honed this process over the years and it is
unlike any other.</span><br />
<span style="font-family: Verdana,sans-serif;"><br /></span>
<span style="font-family: Verdana,sans-serif;">In PR, we may not be able to create our own NCAA tournaments
for our organizations or clients, but we can learn from it.<span style="mso-spacerun: yes;"> </span>We can incorporate story lines, messages,
structure, accessibility and the kind of sub-plots that may be needed to keep our
targeted audiences engaged.<span style="font-size: 11pt;"> </span></span><br />
<span style="font-family: Verdana,sans-serif;"><br /></span>
<span style="font-family: Verdana,sans-serif;"><span style="font-size: 11pt;">So, did you fill out <a href="http://espn.go.com/mens-college-basketball/tournament/bracket">your bracket</a> yet?</span></span></div>
Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-9218760536619325900.post-58410869013680873362015-03-07T10:45:00.000-08:002015-03-09T04:37:28.815-07:00Pittsburgh St. Patrick's Day Parade Takes Me Home<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiDHHnHwdSbqSTGA8OcORzcaBTVhdvYyNcW_N1Ig6Mp99WDLKNdbpAMGyOdgREnUBWwsEPqv5mhqcoxkLZ2nlMChAsZGlYAXGvtkhfqz3GKTMe7iILHWt9uyfrSWeSXZVQofU1o8IrXWplL/s1600/MSIE+Carriage+Online.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiDHHnHwdSbqSTGA8OcORzcaBTVhdvYyNcW_N1Ig6Mp99WDLKNdbpAMGyOdgREnUBWwsEPqv5mhqcoxkLZ2nlMChAsZGlYAXGvtkhfqz3GKTMe7iILHWt9uyfrSWeSXZVQofU1o8IrXWplL/s1600/MSIE+Carriage+Online.jpg" height="196" width="320" /></a></div>
<span style="font-family: Verdana,sans-serif;">Sometimes an important step in your career or life, one that transcends the traditional measures of success, is right in front of you. In fact, it may have been there for a long time, but you just weren’t ready to see it.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">This was the case for me up until about seven years ago, not long before I decided to more meaningfully embrace my Irish-American roots and serve as the Public Relations chair of the Pittsburgh St. Patrick’s Day Parade. I had many reasons for doing so, and they were all intertwined.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">First, a little background on the parade. Mother Nature <a href="http://www.post-gazette.com/local/city/2013/03/13/Twenty-years-later-Pittsburgh-residents-remember-St-Patrick-s-Day-Parade-blizzard/stories/201303130243">dropped a blizzard on it in 1993</a>, and the show went on. Nothing stops this parade, among the largest in the nation. On a typically blustery March morning in Pittsburgh, the parade attracts an average of 150,000 spectators and 23,000 marchers – bands, Irish dancers, drums and pipes - all “Irish for the day.” When the weather has been unseasonably nice, we’ve attracted more than 350,000 to the parade.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">It’s the town’s way to say goodbye to Winter and welcome in the warmer months with a citywide party. The fact that Pittsburgh – according to the U.S. Census – counts the Irish as <a href="http://en.wikipedia.org/wiki/Pittsburgh#Ethnicities">one of its largest ethnic groups</a> doesn’t hurt.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">So it was that several years after starting my business and deep into my communications career, I had this strong urge to get back to my roots. To find a way to combine some of the things I care most about into one. This parade presented that opportunity to me.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">I handle communications and marketing for the event and the growing number of activities that lead up to it. This parade is not just a three-hour march down a couple of city streets. Second, I have an opportunity to focus all of my PR efforts on a project that is mostly feel-good in nature. For this reason, the work and the planning can be a lot of fun. And third, I have the chance to work with new friends with similar backgrounds, and reconnect with a cross-section of people and families I’ve known since childhood. In some cases, the people I meet come from families that knew mine since before I was born. This dynamic keeps those who came before us alive in our hearts as we plan our annual rite.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">Since I’ve been involved, I’ve been proud of a few of our PR and branding accomplishments, but also in putting a celebration of Irish heritage more at the forefront.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">Before my time on the Parade Committee it had started to make a concerted effort to reposition the event as a <a href="http://pittsburgh.cbslocal.com/top-lists/best-family-friendly-activities-in-pittsburgh-for-st-patricks-day-2014/">family activity</a> and not just an excuse to party and play to a stereotype of the Irish. The group took concrete steps to address this issue, and over time that has begun to pay off. I’ve noticed a dramatic increase in the numbers of young families with strollers lining the parade route. More Downtown businesses are hosting family-friendly events to cater to this increased traffic.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">Awareness of the parade and surrounding festivities starts to build weeks before the actual event.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">On parade day, I have two secret pleasures. The first is to take in that quiet pause at the starting line when 23,000 marchers are lined up and ready to go as over 150,000 spectators wait. Lights flashing, marching units in formation, musical instruments all silent if just for that moment. You can feel the collective anticipation of a city, not just for a parade but for a celebration of better weather and better days ahead.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">The other secret pleasure is a little thing. I like to watch the spectators more than the parade itself. The smiles and the excitement of parade-goers, whether they are one or 96 years old, are plentiful.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">That makes it all worthwhile, and gives this event for me a sense of going home.</span>Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-9218760536619325900.post-27286325279056249392015-03-01T07:51:00.000-08:002015-03-02T04:22:46.452-08:00Lesson from Keith Olbermann's Penn State Twitter Feud: Respect the Fourth Wall<!--[if gte mso 9]><xml>
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</xml><![endif]--><span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">Right about now <a href="http://espn.go.com/">ESPN's</a> <a href="http://en.wikipedia.org/wiki/Keith_Olbermann">Keith Olbermann</a>
should be finishing up his foot-in-mouth-imposed suspension from the sports
network for getting into a war of tweets with a bunch of students from Penn
State. What made <a href="http://www.latimes.com/sports/sportsnow/la-sp-sn-keith-olbermann-suspended-espn-20150224-htmlstory.html">this situation</a>
somewhat different than others is that the target of the sports commentator’s
ire was a group of students that had just raised over $13 million for patients
with pediatric cancer and their families.</span></span><br />
<br />
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">What happened was, last Monday night, a Penn State alum
tweeted a link to Olbermann that centered on a news story about how a large
group of Penn State Students had organized their annual <a href="http://thon.org/">THON</a> dance marathon and raised over $13 million for the Four Diamonds
Fund. That’s a nonprofit organization
dedicated to pediatric cancer patients and their families. They’ve been doing this in State College,
Pennsylvania since 1977.</span></span><br />
<br />
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">Olbermann tweeted back one word, “pitiful.”</span></span><br />
<br />
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">All bets were off after that. Very quickly Penn State students, alumni and
then many others jumped into the Twitter fray.
Olbermann further engaged them by insulting their grammar, the quality
of their education, their school and its reputation.</span></span><br />
<br />
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">The next day, ESPN decided to suspend Olbermann for one week
and issued a statement:</span></span><br />
<br />
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">“We are aware of the exchange Keith Olbermann had on Twitter
last night regarding Penn State. It was
completely inappropriate and does not reflect the views of ESPN.”</span></span><br />
<br />
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">From there Olbermann issued his apology on Twitter, saying,
“I apologize for the PSU tweets. I was stupid and childish and way less mature
than the students there who did such a great fundraising job.”<b> </b></span></span><br />
<br />
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;"><span style="color: #660000;"><b>Breaking Through the
Fourth Wall</b></span> </span></span><br />
<div class="MsoNormal">
<br />
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">Poor judgment aside, from a communications standpoint, what
Olbermann may have been most guilty of was breaking through <a href="http://en.wikipedia.org/wiki/Fourth_wall">the Fourth Wall</a>
of the media. Crashing through it might
be a better description.</span></span></div>
<div class="MsoNormal">
<br />
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">In theater, the fourth wall is considered the imaginary
“wall” at the front of the stage through which the audience sees the
performance. When an actor talks
directly to the audience, he breaks through the fourth wall. Or, on television or in the movies, when an
actress speaks directly into the camera, that is breaking through the fourth wall.</span></span><br />
<br />
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">As effective as this can be as a dramatic device, it can be
quite dangerous in the sports or entertainment worlds where real people in real-life
situations are involved. It gets real any time a comedian responds to a heckler in the audience. Or when professional athletes let the fans get to them.</span></span><br />
<br />
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">One legendary example of this was in 2004 when, during an
NBA game between the Indiana Pacers and the Detroit Pistons, Indiana’s Ron
Artest and Stephen Jackson jumped into the stands and got into a <a href="http://sports.espn.go.com/nba/news/story?id=1927380">brawl with some fans</a>. Several people got hurt, and the police had to investigate.</span></span><br />
<br />
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">Fortunately for Olbermann and those Penn State students,
their battle was digital, but no less real, and that was the problem.</span></span><br />
<br />
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">Celebrities have many opportunities to engage with the
public. It may be at a structured public
appearance, like a speech, or it could be at a coffee shop. They usually learn how to handle these
situations.</span></span><br />
<br />
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">Sports commentators may interact with fans at a game. Again, they usually know how to deal with
these situations. And for seasoned pros
like Olbermann, talking to the public via a camera lens is a talent.</span></span><br />
<br />
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">Given his experience, you could assume Olbermann breaks the
fourth wall all of the time. But social
media is different. The interactions are
as public as they are personal. They are
as uncomplicated as a personal discussion, but can be amplified to thousands
and millions in an instant.</span></span><br />
<br />
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">I can’t speak for Olbermann, but demeaning a bunch of
college students who reached out in the context of raising $13 million
for kids with cancer, was not a proper application of that technique – breaking
through the fourth wall. For celebrities,
sometimes it’s best to operate as though there really is a safe barrier between
them and the public and to respect it.</span></span><br />
<br />
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">The lesson here for anyone, any brand, or any
other celebrity is that when you engage one-on-one with fans or strangers on social
media, you’re breaking through the fourth wall.
Know this and tread skillfully.</span></span></div>
Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-9218760536619325900.post-36670337569862416022015-02-22T08:13:00.000-08:002015-02-23T15:42:00.081-08:00"Think Dirty. If you don't, they will."<!--[if gte mso 9]><xml>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiSXBI5Sn8cmjareHXKN0h3F8Pkb43qudFDoWPxUOyE13RAMArt6qXna3EcBAhBnSOmkqBAh_hCtOpBM_Rk_3KKRZ868Xcdk4bV7EB6-kiNkx22HA3MfsBkJ5B2tVIKR97AlCMkTYRAE6zR/s1600/Step+in+Mud.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiSXBI5Sn8cmjareHXKN0h3F8Pkb43qudFDoWPxUOyE13RAMArt6qXna3EcBAhBnSOmkqBAh_hCtOpBM_Rk_3KKRZ868Xcdk4bV7EB6-kiNkx22HA3MfsBkJ5B2tVIKR97AlCMkTYRAE6zR/s1600/Step+in+Mud.jpg" height="240" width="320" /></a></div>
<span style="font-family: Verdana,sans-serif;">One of my more memorable lessons from journalism school didn’t
come from a book.<span style="mso-spacerun: yes;"> </span>It was just seven
words, uttered as a tip from one of my professors.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">“Think dirty.<span style="mso-spacerun: yes;"> </span>If you
don’t, they will,” she advised.<span style="mso-spacerun: yes;"> </span>The
“they” in the tip were the readers, of course.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">My professor provided this advice in the context of word
choice and phrasing in our writing.<span style="mso-spacerun: yes;"> </span>Her
point was that it doesn’t matter whether the words we choose are the right
ones, the accurate ones, if someone can make an obscene inference out of it, it
was the wrong word choice.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">That was then.<span style="mso-spacerun: yes;"> </span>Today,
any professional communicator has to be mindful of much more than newspaper
readers taking words out of context, making them seem obscene, either seriously
or as a joke.<span style="mso-spacerun: yes;"> </span>Today, perceived obscenity
is just the beginning.</span></div>
<br />
<span style="color: #660000;"><span style="font-family: Verdana,sans-serif;"><span style="font-family: Verdana,sans-serif;"><b style="mso-bidi-font-weight: normal;">“KKK Wednesdays”</b></span> </span></span><br />
<br />
<span style="font-family: Verdana,sans-serif;">Just over a week ago, Krispy Kreme U.K. found itself in a
bit of a Facebook jam when its store in Hull, England, posted to its Facebook
page a promotion entitled, <a href="http://time.com/3712061/krispy-kreme-kkk-facebook-ad/">"KKK Wednesdays."</a> </span><br />
<br />
<span style="font-family: Verdana,sans-serif;">In this case, the “KKK” was meant to stand for “Krispy Kreme
Klub,”a sales promotion designed to recognize loyal customers at a group
event.<span style="mso-spacerun: yes;"> </span>Keep in mind, the people who came
up with this “KKK” idea for a Wednesday, also came up with, “Colouring
Tuesday,” and “Face Painting Thursday.”<span style="mso-spacerun: yes;">
</span>Clearly, the American connotations of “KKK” were lost on them.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">Still, you can imagine what came next.<span style="mso-spacerun: yes;"> </span>The company felt the immediate backlash on
social media, the post was taken down, but only after it gained wide notoriety
on The <a href="http://www.huffingtonpost.com/2015/02/17/krispy-kreme-kkk-wednesday-uk_n_6700550.html">Huffington Post</a>
and <a href="http://www.usatoday.com/story/news/nation-now/2015/02/17/krispy-kreme-kkk-event-apology/23551235/">USA Today</a>
among other sites.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">Time for a corporate apology: “We are aware of the Hull
store’s unfortunate naming choice for its Club program, and we are truly sorry
for any inconvenience or offense this misstep may have caused our fans,” said
company PR manager Lafeea Watson.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">In PR and marketing circles where this story was discussed
some have argued that “KKK” does not carry the same resonance in the U.K. as it
does in the U.S. <span style="mso-spacerun: yes;"> </span>This may be true, but the
Internet has changed that.<span style="mso-spacerun: yes;"> </span>Because
digital communications happen broadly and instantaneously around the globe,
geographic ignorance has become less of an excuse.<span style="mso-spacerun: yes;"> </span>The same is true on matters of intent.<span style="mso-spacerun: yes;"> </span>Even in the absence of malicious intent, any
organization or brand can find itself in a mess over word choice or graphics
selection.<span style="mso-spacerun: yes;"> </span>Just because you don’t mean
to insult, doesn’t mean a number of people won’t use social media to say you
offended them.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;"><span style="color: #660000;"><span style="font-family: Verdana,sans-serif;"><b style="mso-bidi-font-weight: normal;">Papa John’s Does Not
Deliver for Iggy Azalea</b></span></span> </span><br />
<br />
<span style="font-family: Verdana,sans-serif;"><a href="http://www.nydailynews.com/entertainment/gossip/iggy-azalea-papa-john-driver-gave-number-article-1.2108326">Another recent example</a>
of not thinking before posting involves pizza chain Papa John’s and pop idol <a href="http://en.wikipedia.org/wiki/Iggy_Azalea">Iggy Azalea</a>.<span style="mso-spacerun: yes;"> </span>The key thing about this situation is
that it did not involve specific word choice, or offending a group based on
vulgarity, race, gender, sexual preference or social issue sensitivities.<span style="mso-spacerun: yes;"> </span>Rather, the issue at the core of this one was
privacy and a seeming inability on the part of Papa John’s social media team to
anticipate consequences for its tone.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">Ironically, when the pop singer wanted to raise her concerns
over a perceived violation of her privacy, she took it publicly to Twitter.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">Here is what is reported to have happened.<span style="mso-spacerun: yes;"> </span>A Papa John’s pizza delivery person must have
dropped off a pizza to Iggy Azalea.<span style="mso-spacerun: yes;"> </span>In
the course of that, the pizza shop and the driver must have required Azalea’s
cell phone number.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">A little while later, Azalea got a text message from a
stranger, claiming to be a relative of the pizza delivery driver, and also
claiming to be Azalea’s “number one fan,” and then requested a callback.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">Rather than call that fan back, or reporting the incident to
the local pizza shop, the company, or even local police, Azalea opted to post
the text message to Twitter for her 4.2 million Twitter followers to see.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">To make matters worse, the social media team at Papa John’s
decided to acknowledge Azalea’s tweet with a little tongue-in-cheek humor.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">Said @PapaJohns: “@iggyazalea #We should have known
better.<span style="mso-spacerun: yes;"> </span>Customer and employee privacy is
important to us.<span style="mso-spacerun: yes;"> </span>Please don’t #bounce us!”</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">The #bounce reference was to one of Azalea’s songs.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">Here are a couple of excerpts from Azalea’s response.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">“When an employee steels information it’s called a data
breach….” and, “I want answers @papjohns why is customer confidentiality a joke
to your company?”</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">The company ended up issuing a more serious response to <a href="http://abcnews.go.com/Entertainment/papa-johns-make-iggy-azalea-privacy-issues/story?id=28840350">ABC News later</a>, saying, “Privacy of our customers and
employees is extremely important to us.<span style="mso-spacerun: yes;">
</span>Papa John’s has taken appropriate disciplinary action with regard to the
employee involved.<span style="mso-spacerun: yes;"> </span>We are reaching out
directly to Ms. Azalea and hope to resolve this incident and make it right.”</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">The lesson after all of this is simply to think before you
tweet or post.<span style="mso-spacerun: yes;"> </span>You can’t expect a
company, particularly a pizza chain, to have full control over the judgment of
every delivery driver.<span style="mso-spacerun: yes;"> </span>But you should
expect much more from a social media function charged with managing the
organization’s online reputation.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">Keep in mind, there were no clear boundaries crossed by the
Papa John’s social media team. They did not cross into the use of offensive
language. They weren’t combative or defensive. What they were, however, was
unserious when the topic had quickly turned serious.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">There are no guidebooks for this.<span style="mso-spacerun: yes;"> </span>The subject matter on social media and on the
Internet changes minute to minute for any organization.<span style="mso-spacerun: yes;"> </span>It’s important to think seriously about the
implications of every statement, comment, tweet and post, even if the nature of
that post in the end will be designed to be lighthearted and fun.<span style="mso-spacerun: yes;"> </span>It’s all part of a professional process.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">If my professor were here today, I can hear how she might
update her advice. “Think offensive.<span style="mso-spacerun: yes;">
</span>If you don’t, they will.”</span>Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-9218760536619325900.post-72065852389765500262015-02-15T11:43:00.000-08:002015-02-16T05:00:32.063-08:00Presentations: When to Lead with the Financials<!--[if gte mso 9]><xml>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg61_2BvXF5cnb6ErHycMGa1PjDl2B0koYJF0BwrDSt1QGYzYLfuLNmyIfzm_HCtcqz8TVLsu5RHZ_V_6rtdmc7OQ4Y-LQFkaOdPW4PTxX9JjjKoCJljkR8-TQu1Vh3RnzL8RerxvikRk-_/s1600/Financials+JPEG.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg61_2BvXF5cnb6ErHycMGa1PjDl2B0koYJF0BwrDSt1QGYzYLfuLNmyIfzm_HCtcqz8TVLsu5RHZ_V_6rtdmc7OQ4Y-LQFkaOdPW4PTxX9JjjKoCJljkR8-TQu1Vh3RnzL8RerxvikRk-_/s1600/Financials+JPEG.jpg" height="240" width="320" /></a></div>
<div class="MsoNormal">
<span style="font-family: Verdana,sans-serif;">A few years back when working with a publicly traded
company, I learned something about presentations which had everything to do
with the order of things.<span style="mso-spacerun: yes;"> </span>Or more to the
point, when to present financial information.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">Conventional thinking in corporate communications is almost
always to put financial information at the end. When we submit PR proposals,
the budget page is at the back. When we conduct sales presentations, the
numbers come at the end.<span style="mso-spacerun: yes;"> </span>And when
companies tell their story to analysts and investors, the financials are often at
the end of the investor relations presentation.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">The notion that financials should always come at the end
changed for me when I was involved in a series of <span style="color: #660000;"><a href="http://www.investorwords.com/16910/analyst_meeting.html">analyst meetings</a></span> that featured a CEO and CFO.<span style="mso-spacerun: yes;"> </span>We started to notice that when the CFO got up
to speak and gave a brief overview of the financial performance and data, we
detected a noticeable shift in the mood in the room.<span style="mso-spacerun: yes;"> </span>Analysts leaned forward, and sometimes
literally, sat on the edge of their seats.<span style="mso-spacerun: yes;">
</span>Their mobile devices, computers and note pads were less of a
distraction.<span style="mso-spacerun: yes;"> </span>Questions from them were
more focused and purposeful.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">This had as much to do with how good those numbers were as
anything, but it also told me as a corporate communicator that the corporate
communications tradition of closing with financial information may not always
be the most effective way to do it.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">The company had a sophisticated technological story to tell,
and its customers were deep in the infrastructure of a highly technical
industry.<span style="mso-spacerun: yes;"> </span>So, it made sense that the
CEO would speak first, draw the audience in, educate it on the company’s
technology and industry, and then set up the CFO who would go through the
financials.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">The CEO was a very talented speaker who could convey highly
complex information in a way that was relatable and interesting.<span style="mso-spacerun: yes;"> </span>The CFO was not known for his speaking
talents, but that should take nothing away from his role in these sorts of investor
relations presentations.<span style="mso-spacerun: yes;"> </span>He was very
good at plainly, directly and candidly delivering very detailed information on
the financial condition and performance of the company.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">Still, it was when the CFO spoke that we noticed that shift.<span style="mso-spacerun: yes;"> </span>After noticing a pattern in the audiences, we
decided to try leading with the financials.<span style="mso-spacerun: yes;">
</span>This helped all the way around.<span style="mso-spacerun: yes;">
</span>Not only were we satisfying the analysts’ natural curiosity in financial
information, but we were setting up the CEO to tell the company’s story in ways
the investor audience could relate.<span style="mso-spacerun: yes;"> </span>We
were providing better context.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">The change in our presentation format meant starting with an
attention-grabbing “what,” and then following with details that addressed the “why,
how, when,” and “where.”</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">The reaction from the next few analyst audiences confirmed
our instincts.<span style="mso-spacerun: yes;"> </span>More routinely, analysts
had a much quicker better and better grasp of the company’s technology,
markets and prospects.<span style="mso-spacerun: yes;"> </span>Our
conclusion was that by giving them the financials first – subject matter with
which the analysts were already comfortable – they were much better prepared to
connect the dots and absorb the new information about the company.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">This, of course, is not a cookie-cutter or one-size-fits-all
approach to financial presentations.<span style="mso-spacerun: yes;">
</span>There are many times it is wise to save the financials for the end.<span style="mso-spacerun: yes;"> </span>So at best the decision on where to insert
the financials into the company presentation is best handled case by case.<span style="mso-spacerun: yes;"> </span>But the lesson here is not to automatically
assume the financials belong at the end because that is what is always done.</span></div>
Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-9218760536619325900.post-58517764866000872082015-02-08T07:50:00.001-08:002015-02-08T08:00:29.915-08:00Disruption Means Nothing without Leadership<!--[if gte mso 9]><xml>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgYjUxxxg5pJg2KttxHmR6GkqlConDV3J0ieLbdJOREVfstnSG0UYbvswKz-9bL7Zcgkncvw3oKGu2WGiBcpQEqFz8BQSnig1YVRhtCmCkNqYUYZv8sIZkwi0RIEgdBXsX0DFPS-U017t3t/s1600/Disruption+-+Spilled+Milk.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgYjUxxxg5pJg2KttxHmR6GkqlConDV3J0ieLbdJOREVfstnSG0UYbvswKz-9bL7Zcgkncvw3oKGu2WGiBcpQEqFz8BQSnig1YVRhtCmCkNqYUYZv8sIZkwi0RIEgdBXsX0DFPS-U017t3t/s1600/Disruption+-+Spilled+Milk.jpg" height="240" width="320" /></a></div>
<div class="MsoNormal">
<span style="font-family: Verdana,sans-serif;">It’s not uncommon to come across a blog post, column or
article that laments the status quo or the notion of being stuck in the old way
of doing things in public relations.<span style="mso-spacerun: yes;"> </span>The
article usually makes the case for disruption, equating it with forward-thinking
leadership.<span style="mso-spacerun: yes;"> </span>But it’s a mistake to assume
that with disruption automatically comes leadership.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">Or put more plainly, and as the cliché goes, anyone kick the
bucket over but does that require vision, and most importantly, is that real
leadership?</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">Quite often PR is about disruption. When there is a need for
change there is a need for effective communication.<span style="mso-spacerun: yes;"> </span>Not uncommonly, part of the change is in the
way in which we communicate.<span style="mso-spacerun: yes;"> </span>With this
in mind, PR and disruption often go together.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">When you work as a PR consultant or in a PR firm, you get to
see all types of leadership styles, and you start to see which ones work best
for the individual leader.<span style="mso-spacerun: yes;"> </span>Many leaders
may at first need to shake things up, to disrupt, if you will.<span style="mso-spacerun: yes;"> </span>But there are still others who disrupt
without leading.<span style="mso-spacerun: yes;"> </span>These are the ones that
aren’t all that specific about what they will do once they’ve attacked the
status quo.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">I once worked with a firm that had one young manager who considered
himself a rebel.<span style="mso-spacerun: yes;"> </span>To him that was a
pretty cool moniker, and one easily embraced by both manager and staff.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">But a true rebel can be very hard to follow.<span style="mso-spacerun: yes;"> </span>Rebels, almost by definition, need a foe.
Usually that foe is management and sometimes, painfully, a client.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">So when this rebel became management, he didn’t know what to
do.<span style="mso-spacerun: yes;"> </span>His rebel tendencies led him to
create imaginary foes to perpetuate whatever cult of personality he had built.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">But the problem was, the organization’s goals and priorities
got lost and the organization suffered. Those who still remember him, describe
him as a shooting star at the company, one who fizzled out quickly.</span><br />
<br /></div>
<span style="font-family: Verdana,sans-serif;"><span style="color: #660000;"><span style="font-family: Verdana,sans-serif;"><b style="mso-bidi-font-weight: normal;">True Leaders can be
Disruptive</b></span></span> </span><br />
<br />
<span style="font-family: Verdana,sans-serif;">True leaders may in fact be very disruptive, but they
usually never introduce change without a clear and specific vision for the
future.<span style="mso-spacerun: yes;"> </span>They understand that solving
problems and coming up with breakthrough ideas is just the beginning.<span style="mso-spacerun: yes;"> </span>To get a team to accomplish organizational
goals, they know they must get individual team members to achieve their
personal bests and to contribute to the team<b style="mso-bidi-font-weight: normal;">.</b> </span><br />
<div class="MsoNormal">
<br />
<span style="font-family: Verdana,sans-serif;">They know they must invest the time and energy to nurture
and encourage staff development.<span style="mso-spacerun: yes;"> </span>This
requires the leader to have a broader skillset than the one-dimensional
disruptor.<span style="mso-spacerun: yes;"> </span>The leader must be willing to
spend a lot of time on the little things, the day-to-day, the individualized
follow-up with each employee on each project.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">This can come off as micro-managing at first, but once
expectations are understood, the good leader knows when to back away and become
less of a micro-manager.<span style="mso-spacerun: yes;"> </span>The leader has patience,
and provides guidance and counsel as needed.<span style="mso-spacerun: yes;">
</span>And above all, the good leader is in it for the long term, and that means
perseverance.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">Disruption can be a very good thing for any organization,
but it can only be effective when a leader delivers it with a vision, a plan,
and a commitment to seeing it through.</span></div>
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<![endif]-->Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-9218760536619325900.post-56194108422293960212015-02-01T06:48:00.000-08:002015-02-02T12:40:38.798-08:00“Authentic Advocacy” Report from Arthur W. Page Society is the Real Deal<!--[if gte mso 9]><xml>
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<![endif]--><span style="font-family: Verdana,sans-serif;">Last Fall, the Arthur W. Page Society <a href="http://www.awpagesociety.com/insights/authentic-advocacy/">published a report</a> that
struck to the core of what chief communications officers are charged with doing
at their organizations.<span style="mso-spacerun: yes;"> </span>Namely to engage
various stakeholders in such a "way to achieve corporate objectives.”</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">Over two years, the Society conducted in-depth research that
also involved focused interviews with the heads of communications at five
companies: Cargill, Chevron, Lundbeck, Southwest Airlines and USAA.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">In the end they came up with nine findings and seven
recommendations for chief communicators.<span style="mso-spacerun: yes;">
</span>Overall, it found that in a world where the individual has access to the
masses in real time thanks to social and other digital media, there is much
more pressure on companies to perform than to simply look and sound like the
company it wants to be.<span style="mso-spacerun: yes;"> </span>In other words, ‘walk
the walk.’</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">Of the nine findings, I think there are two worth analyzing in
some detail.<span style="color: #660000;"><b style="mso-bidi-font-weight: normal;"> </b></span></span><br />
<br />
<span style="font-family: Verdana,sans-serif;"><span style="color: #660000;"><b style="mso-bidi-font-weight: normal;">Communications needs scope
of control</b></span> – While the first finding pointed to the whole corporate
character issue, a given in reputation management, the second one explored the
whole notion of how broad the scope the communications function should have in
an organization.<span style="mso-spacerun: yes;"> </span>The finding was that a “broader
span of control aligns culture and intensifies engagement.”</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">Essentially this means that instead of limiting or
pigeon-holing the public relations function within Marketing or even HR, it
should be given parity with the major management functions and be structured to
ensure that “public affairs, government relations, internal and external
communications, corporate social responsibility efforts and marketing are
aligned with corporate character.” This, the report, finds is a major factor in
achieving stronger stakeholder engagement.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">I can attest to this.<span style="mso-spacerun: yes;">
</span>I’ve seen it every which way, and consistently, when communications is
brought in late, or forced to work within, let’s say for example Marketing,
it’s structurally forced to ignore all of the non-marketing dynamics that may
shape the situation.<span style="mso-spacerun: yes;"> </span>So, if a human
resources issue contributes to poor customer relations and ends up hurting
sales, internal protocols can get in the way of results.<span style="mso-spacerun: yes;"> </span>A Marketing chief can be prone to avoid tension
with HR and treat any drop in sales as only a marketing and sales issue.<span style="mso-spacerun: yes;"> </span>Communicators are trained to think and work
across corporate silos.<span style="color: #660000;"><b style="mso-bidi-font-weight: normal;"> </b></span></span><br />
<br />
<span style="font-family: Verdana,sans-serif;"><span style="color: #660000;"><b style="mso-bidi-font-weight: normal;">Technology Improves
Measurement</b></span> – The other major finding of note for this discussion is where
the Society found that, “stakeholder engagement today is a rigorous disciplined
and data-driven process.”</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">This means that thanks to technology, it is much easier to
identify, categorize, sub-categorize and target a wide range of
stakeholders.<span style="mso-spacerun: yes;"> </span>It’s easier to communicate
to highly targeted audiences, and it’s now easier to measure and evaluate the
effectiveness of communications.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">Algorithms and analytics can be used to judge social and
digital media engagement.<span style="mso-spacerun: yes;"> </span>Companies can
collect instant data that tells where and how a press release was distributed,
who read it.<span style="mso-spacerun: yes;"> </span>Newsletters distributed
digitally ping back data that tells communicators which articles or graphics
were visited most and by whom.<span style="mso-spacerun: yes;"> </span>This all
serves for enhanced measurement and gives public relations the ability to
fine-tune future corporate communications efforts.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">On the recommendation side of the coin, while all seven are
important, the one recommendation I think stands out for me is one that can
easily get lost in the larger discussion.<span style="color: #660000;"><b style="mso-bidi-font-weight: normal;"> </b></span></span><br />
<br />
<span style="font-family: Verdana,sans-serif;"><span style="color: #660000;"><b style="mso-bidi-font-weight: normal;">The Power of One</b></span>
– The Society’s sixth recommendation is to, “recognize that scale varies
depending on the nature of the stakeholder and the scope of the issue.”<span style="mso-spacerun: yes;"> </span>What this means is that because everyone is
empowered through social media and ubiquitous access to it, the ‘power of one’
can be huge.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">No longer can we assume that only mass communication is the
most powerful form of PR.<span style="mso-spacerun: yes;"> </span>One tweet can
go viral.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">Or to put it in more pragmatic terms, one tweet about a poor
customer service experience, complete with a YouTube video taken on a smart
phone can be enough to mobilize the communications team at Code Red.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">The same dynamics that can lead to that sort of crisis are
also at play when it comes to positive engagement.<span style="mso-spacerun: yes;"> </span>The report says it best when it recommends
that communications chiefs “build shared belief and advocacy one stakeholder at
a time, concentrating on those whose support is most critical.”</span>Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-9218760536619325900.post-32713661507034132772015-01-25T08:08:00.000-08:002015-01-26T05:49:19.217-08:00Can Tom Brady Read the Media as well as He Can Read a Defense?<!--[if gte mso 9]><xml>
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<span style="font-family: Verdana,sans-serif;">When a quarterback steps up to the line before the ball is
snapped, he is the team’s chief communicator. He is the chief signal
caller.<span style="mso-spacerun: yes;"> </span>As such, his focus is not on the
center, the ball, his own line or his receivers.<span style="mso-spacerun: yes;"> </span>His teammates know what they are supposed to
do, where they are supposed to be and when.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">Rather, the quarterback’s focus is on the other side of the
line, the defense. The unknowns, the things he cannot control but must anticipate.<span style="mso-spacerun: yes;"> </span>He reads linebackers and safeties to see
where they are positioned, where they are leaning, how their bodies may be
slightly turned.<span style="mso-spacerun: yes;"> </span>He looks into their
eyes.<span style="mso-spacerun: yes;"> </span>It’s the mental part of the game
before the ball is snapped.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">Many a quarterback will tell you that success is as often as
not determined in these moments before the ball is snapped.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">This is what New England Patriots’ quarterback Tom Brady
does very well.<span style="mso-spacerun: yes;"> </span>He doesn’t watch his
team.<span style="mso-spacerun: yes;"> </span>His expectations have already been
communicated to his teammates before this.<span style="mso-spacerun: yes;">
</span>They know what is expected.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">Instead, he scans the field for weaknesses, vulnerabilities,
opportunities.</span></div>
<span style="font-family: Verdana,sans-serif;">
</span><br />
<div class="MsoNormal">
<span style="font-family: Verdana,sans-serif;">It’s important to remember this when watching the news unfold
surrounding the New England Patriots’ latest communications crisis - “deflategate.”</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">When Brady, in his press conference last week, said he
didn’t tamper with footballs, and he didn’t know what happened to them when he went
back into the locker room before the game, that may have been factually true.
As factually true as how he doesn’t know where his receivers are when his focus
is on reading a defense before the snap.<span style="mso-spacerun: yes;">
</span>But that’s not the full story.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">What he does know is to assume things are where they need to
be, and will be there when and how he needs them.<span style="mso-spacerun: yes;"> </span>Rarely is it the case when he and his
teammates are not on the same page.<span style="mso-spacerun: yes;"> </span>Very
rarely is there miscommunication between the quarterback and his team.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">So, when Brady pleads ignorance on the specifics of what
happened to 11 of 12 footballs in that AFC Championship game, he’s only
addressing his direct involvement.<span style="mso-spacerun: yes;"> </span>He’s
not addressing issues like his specific expectations of those footballs, how
those expectations have been communicated, and how the organization may work to
meet his expectations.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">In Brady’s press conference, he seemed to contradict himself.<span style="mso-spacerun: yes;"> </span>He said he couldn’t tell if the footballs
were under-inflated or not, yet in that same press conference, he stated he
likes the balls at a very specific weight that was within NFL rules.<span style="mso-spacerun: yes;"> </span>It would seem that if you know what you like with such
specificity it would be hard not to tell the difference on game day.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">In the same news conference, Brady skirted the whole issue
of how he communicated his expectations to the team’s equipment managers.<span style="mso-spacerun: yes;"> </span>He pleaded ignorance on who may have had
custody of the footballs in his absence, and what was done to them when out of
his sight.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">This doesn’t sound right to others who have played
quarterback in the NFL.</span></div>
<span style="font-family: Verdana,sans-serif;">
</span><br />
<div class="MsoNormal">
<span style="font-family: Verdana,sans-serif;">Hall of Fame quarterback and Fox Sports announcer Troy
Aikman said it’s obvious <b><a href="http://ftw.usatoday.com/2015/01/troy-aikman-says-its-obvious-tom-brady-had-a-role-in-deflategate">Brady knew what was going on</a></b>.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">Former NFL quarterback Mark Brunell was another Brady
doubter and got into a tremendous level of detail on how <b><a href="http://deadspin.com/mark-brunell-almost-cries-over-deflated-balls-1681235859">he vetted footballs before games</a></b>.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">Chris Simms, a former NFL quarterback and son of Phil Simms,
the New York Giants’ Super Bowl-winning QB, <b><a href="http://bleacherreport.com/articles/2339004-opposing-qb-on-deflategate-i-think-this-has-been-going-on-all-year">found Brady's claims a bit incredulous as well</a></b>.</span></div>
<div class="MsoNormal">
<br />
<span style="font-family: Verdana,sans-serif;"><span style="color: #660000;"><span style="font-family: Verdana,sans-serif;"><b style="mso-bidi-font-weight: normal;">So, what lessons are there
for PR?</b></span></span> </span><br />
<br />
<span style="font-family: Verdana,sans-serif;">It means that when your organization or certain members of
your organization find themselves on the hot seat, there can be a temptation to
tell only part of the story for a certain amount of time, hoping a
controversy goes away. <span style="mso-spacerun: yes;"> </span>PR consultants
call this the strategy of appeasement, and ultimately it doesn't work.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">Or to put it in football terms, this could be a strategy of
trying to run out the clock.<span style="mso-spacerun: yes;"> </span>As we sit
here, interest in the Super Bowl is rising.<span style="mso-spacerun: yes;">
</span>All this week, Patriots’ press conferences will be packed. This story
alone will drive interest in the Super Bowl like hasn’t been seen in a
while.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">Whether fans watch the game for the football, the
commercials, the spectacle itself, or if this issue draws another level of
viewers, the NFL and its advertisers stand to benefit from millions of new eye
balls.<span style="mso-spacerun: yes;"> </span>But that’s just for the short
term.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">In the long run, the NFL knows that it must protect the
integrity of the game.<span style="mso-spacerun: yes;"> </span>It must do so to preserve
and grow what it’s built.<span style="mso-spacerun: yes;"> </span>It understands
what hinges on that integrity, from the explosion of Fantasy Football across
the country (and the millions of dollars that flow as a result), to the other
economies that are driven by a healthy NFL.<span style="mso-spacerun: yes;">
</span>There is simply too much at stake.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">I doubt the NFL, the Patriots or even Head Coach Bill Belichick would make serious sacrifices to
save the reputation of one player, even if that player is Tom Brady.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">So for this week, the NFL will conduct a comprehensive
investigation that will be completed sometime after the Super Bowl hangover
wears off.<span style="mso-spacerun: yes;"> </span>Probably at a time of year
when people are paying the least amount of attention to football.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">But if you’re in Tom Brady’s shoes, at some point, you may
find yourself looking back at last week, at that press conference, and wondering
if it was right to follow a PR strategy that had more to do with what he thought
that people would accept, rather than just lay out the full story.<span style="mso-spacerun: yes;"> </span> </span><br />
<br />
<span style="font-family: Verdana,sans-serif;">When Brady spoke at his press conference last week, he looked
across the line, only this time instead of peering into the eyes of linebackers,
he was looking into camera lenses and the stares of curious journalists, some
of whom because they weren’t sports reporters, may have been new to him.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">As good as he is at reading defenses is he as
talented at reading the media?<span style="mso-spacerun: yes;"> </span>Because in
the news cycle there is no final whistle when time runs out. For Brady, this story probably won't go away soon enough.</span></div>
Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-9218760536619325900.post-70822252085859896002015-01-18T08:16:00.000-08:002015-01-18T08:16:38.336-08:00Do You Want Publicity? Answer These Two Questions<!--[if gte mso 9]><xml>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgELOUnHRRGA9Wb3U90od_7WJ4D1Au6J56AjLhnZ7HnEQi-Oxq7wf4pKuRwYdWkN-ud5hZp2juYAj1kH4g3e86EmPggYOWu1z6MYLXlbgWKCy5aQSsYu1x91rL1HW5MehfxPOTQVD0wp1wG/s1600/Media+Relations+Slide+JPEG.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgELOUnHRRGA9Wb3U90od_7WJ4D1Au6J56AjLhnZ7HnEQi-Oxq7wf4pKuRwYdWkN-ud5hZp2juYAj1kH4g3e86EmPggYOWu1z6MYLXlbgWKCy5aQSsYu1x91rL1HW5MehfxPOTQVD0wp1wG/s1600/Media+Relations+Slide+JPEG.jpg" height="240" width="320" /></a></div>
<div class="MsoNormal">
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">Whether they ask these two questions or not, on the minds of
any reporter or editor, when you suggest any story are: Why do a story? And, why do it now? Any good publicity expert must anticipate
these two questions if he or she wants to effectively raise the profile of an
organization.</span></span></div>
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<br /></div>
<div class="MsoNormal">
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;"></span><span style="font-family: Verdana,sans-serif;">That is why when planning any sort of media relations or
publicity project, large or small, I start with those two questions. The entire media relations strategy must be
built on the answers because these are the same questions individual reporters
must answer when they pitch a story to their editors.</span></span></div>
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<br /></div>
<div class="MsoNormal">
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">When a reporter wonders whether he or she should do a story,
the reporter wants to know if the story warrants diverting time, energies and
resources from other stories. That can determine
whether the event, information or development is worth the time and attention
of readers, site visitors and viewers.
This is what old-school journalists called “newsworthiness.”</span></span></div>
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<br /></div>
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<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">The second question, “Why do it now?” centers mostly on
whether it makes sense for the journalist to put off an diversion of resources
for a later time. If the story is not so
timely today that it can be delayed, it will be, and the longer it is delayed,
the less newsworthy it will become.</span></span></div>
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<br /></div>
<div class="MsoNormal">
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">If a company wants to create visibility for a new headquarters
complex to be built a year from now, that can wait. If the ribbon cutting for a new building is
tomorrow, that’s more newsworthy.</span></span></div>
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<br /></div>
<div class="MsoNormal">
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">More often than not, however, the lines are not so clear. In
our publicity efforts, we have to make sure that when we approach reporters we
have news and that it’s timely. We have
to answer two questions. “Why should I
do a story? And why do it now?”</span></span><span style="font-size: x-small;"><span style="font-family: Verdana,sans-serif;"></span></span>
</div>
Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-9218760536619325900.post-36698479224646074702015-01-11T14:04:00.003-08:002015-01-12T04:34:42.085-08:00Is the National Enquirer Gaining Credibility?<!--[if gte mso 9]><xml>
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<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhTfffu5zofb5k8dfDAZpKMOhjVPQbL8QMIu9ZyNNYrN9muLmbrxz5XNv2rODiMxFsBCV_dnm5pl1d-7Nqc43-B3V5r8wn_YlbZOmdDwxcmVrgXlQlPRxUqjjcbJh0W3wztd-yh5BvAH0SO/s1600/National+Enquirer+on+Stand.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhTfffu5zofb5k8dfDAZpKMOhjVPQbL8QMIu9ZyNNYrN9muLmbrxz5XNv2rODiMxFsBCV_dnm5pl1d-7Nqc43-B3V5r8wn_YlbZOmdDwxcmVrgXlQlPRxUqjjcbJh0W3wztd-yh5BvAH0SO/s1600/National+Enquirer+on+Stand.jpg" height="237" width="320" /></a></div>
<div class="MsoNormal">
<i>Full disclosure</i>: <span style="mso-spacerun: yes;"> </span>I
normally get my full share of celebrity gossip when I’m standing in the checkout
line at the grocery store, and that’s only by reading the front page of a
tabloid from about three feet away.</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
So like many, when I think of tabloids like the <i style="mso-bidi-font-style: normal;">National Enquirer</i>, I think of front
pages with claims of UFO sightings, or Bigfoot, or celebrity diets, or gossip
about the drama that goes on behind-the-scenes in Hollywood.<span style="mso-spacerun: yes;"> </span>Like many, my feeling has always been how can
you believe anything from such a publication?</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Still, in recent years what some may not have noticed is
that, along with those outrageous and oftentimes trivial stories that still
populate the pages, the <i style="mso-bidi-font-style: normal;">National Enquirer</i>
has also been the first to break some news stories that eventually make their
way into the mainstream.</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Here’s the common cycle when it comes to the tabloid and its
breaking of major stories.<span style="mso-spacerun: yes;"> </span>The <i style="mso-bidi-font-style: normal;">National Enquirer</i> somehow learns something
about a famous person that may be newsworthy, and it verifies its facts.<span style="mso-spacerun: yes;"> </span>Then it doggedly tracks and sometimes stalks
the central figures in the story until in the end, it gets a more full story,
warts and all. Sometimes the details appear so extreme they are hard to believe
at first.<span style="mso-spacerun: yes;"> </span>Then at some point, the story
turns a corner.</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
It could be that when the initial story breaks in the <i style="mso-bidi-font-style: normal;">National Enquirer</i>, it’s so hard to
believe that the traditional media just won’t bite.<span style="mso-spacerun: yes;"> </span>Sometimes, however, it comes out
that reporters from other more respected journalistic organizations did learn
about certain stories around the same time as the <i style="mso-bidi-font-style: normal;">National Enquirer</i>, but for any number of reasons they decided not to
pursue.</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
To be sure, there are instances when a <i style="mso-bidi-font-style: normal;">National Enquirer</i> story, aided by amplification on social media,
actually pressures traditional media outlets to cover something.<span style="mso-spacerun: yes;"> </span>Sometimes these stories have ramifications
that go beyond Hollywood and gossip. <span style="mso-spacerun: yes;"> </span>Sometimes political figures and respected journalists
find themselves in the <i style="mso-bidi-font-style: normal;">National Enquirer</i>
spotlight.</div>
<div class="MsoNormal">
<br /></div>
A classic case of this was when the <i style="mso-bidi-font-style: normal;">National Enquirer</i> <a href="http://www.businessinsider.com/how-the-national-enquirer-got-the-john-edwards-scandal-scoop-2010-3">broke the news</a> that one-time presidential hopeful
John Edwards had an extra-marital affair.<br />
<br />
Then more recently, there was the story of <i style="mso-bidi-font-style: normal;">CBS News</i> and <i style="mso-bidi-font-style: normal;">60 Minutes</i> stalwart Steve Kroft. <span style="mso-spacerun: yes;"> </span>The <i style="mso-bidi-font-style: normal;">National
Enquirer</i> first reported that the news man <a href="http://www.mediabistro.com/tvnewser/veteran-60-minutes-correspondent-steve-kroft-admits-affair-apologizes_b250700">engaged in his own extra-marital affair</a>, which led to the usual social media buzz, then traditional media
coverage, and then Kroft himself acknowledging the situation with an apology.<br />
<div class="MsoNormal">
</div>
<br />
What makes both of these situations relevant to the larger
PR landscape is that the <i style="mso-bidi-font-style: normal;">National
Enquirer</i> has at times emerged, if not consistently, as a credible source,
willing to break stories that the traditional media did not. While some of these
stories have their share of R-rated details, they also carry with them other
ramifications.
<br />
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Before the <i style="mso-bidi-font-style: normal;">National Enquirer</i>
broke the John Edwards story, he had a viable political career and voters knew
a very different man than the one who emerged after the story broke.</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
The Kroft situation is a little different.<span style="mso-spacerun: yes;"> </span>Like Edwards, Kroft was reported to have engaged
in a steamy extramarital affair that became public.<span style="mso-spacerun: yes;"> </span>But Kroft remains a highly influential
journalist.<span style="mso-spacerun: yes;"> </span>This is the same reporter
who built his reputation in some part as the reporter who in 1992 confronted
then presidential candidate Bill Clinton over allegations of his womanizing.</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
The irony doesn’t stop there.<span style="mso-spacerun: yes;"> </span>Perhaps the real irony is that the <i style="mso-bidi-font-style: normal;">National Enquirer</i> is using facts and the
truth to enhance its credibility while public figures like Kroft lose some of
their own standing in the same process.</div>
<br />Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-9218760536619325900.post-80699694750278411632015-01-04T08:10:00.002-08:002015-01-04T08:31:18.340-08:00Don't Make Resolutions, Make Plans<br />
<div style="margin: 0in 0in 0pt;">
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhmd6iuPt91zGl3uPfuCUw6vEpWobSE999WhByZ7tnpgTaNtEQefXUbXWgCIjBenFd4LH_fKmTgpqIsZjdQPZMX4KExS2CtYSlp7lbv4mgbYmCdp_YjlMRLya0k7oeFuGPAnFcQZuFP1QNj/s1600/January+2015+Calendar.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhmd6iuPt91zGl3uPfuCUw6vEpWobSE999WhByZ7tnpgTaNtEQefXUbXWgCIjBenFd4LH_fKmTgpqIsZjdQPZMX4KExS2CtYSlp7lbv4mgbYmCdp_YjlMRLya0k7oeFuGPAnFcQZuFP1QNj/s1600/January+2015+Calendar.jpg" height="180" width="320" /></a></div>
<span style="font-family: Calibri;">At the start of this New Year, it’s tempting, if not
compulsive, to come up with a series of New Year’s resolutions that will help
2015 be better than last year. We do this on both personal as well as professional
levels.<span style="mso-spacerun: yes;"> </span>I can’t count how many times I
resolved to start t a new diet or allocate more time for professional development,
only to have my most well-intentioned resolutions fall by the wayside.</span><br />
<br />
<span style="font-family: Calibri;">I think one of the reasons resolutions fail is because we
view the very first breach to be a sign of total failure.<span style="mso-spacerun: yes;"> </span>In other words, if we resolve to avoid all
chocolate candy in the New Year, the first time we stray, we assume we’ve failed,
and that justifies a return to old habits.</span><br />
<br />
<span style="font-family: Calibri;">The same holds true in our professional lives.<span style="mso-spacerun: yes;"> </span>Perhaps we decide that in the New Year, we
will read one career-enhancing book per month, or we commit to attending a
certain number of industry-related networking events.<span style="mso-spacerun: yes;"> </span>Then as the demands of the job take over, we
find we don’t meet our targets, and we give up on that resolution.</span><br />
<br />
<span style="font-family: Calibri;">But we do have it in us to succeed, and the key to that
success could be as simple as changing a word.<span style="mso-spacerun: yes;">
</span>What if instead of calling them “resolutions” we call it a “plan?”<span style="mso-spacerun: yes;"> </span>And instead of coming up with 10 or more
resolutions, we structure our New Year’s plan around three or four achievable
items?</span><br />
<br />
<span style="font-family: Calibri;">Most people can be very effective at executing well
thought-out plans and here’s the reason why.<span style="mso-spacerun: yes;">
</span>We don’t penalize ourselves when we miss interim goals in plans.
Typically, we double-up our efforts the next week, the next month or the next
quarter when we work our plans.<span style="mso-spacerun: yes;"> </span>Or maybe
we simply just jump back into the plan and try to do better.</span><br />
<br />
<span style="font-family: Calibri;">We tend to allow for the occasional lapse in our execution
of the plan, but we keep our focus on the larger goals, strategies and
benchmarks that in the long run will come to determine the plan’s overall
success.</span><br />
<br />
<span style="font-family: Calibri;">I have a recommendation for 2015.<span style="mso-spacerun: yes;"> </span>Instead of coming up with a long list of New
Year’s resolutions, try to achieve the same goals through a concise and
achievable plan.<span style="mso-spacerun: yes;"> </span>And then begin work it
and don’t view the first obstacle along the way as cause to abandon the effort.<span style="mso-spacerun: yes;"> </span>In that way, you’re structuring your new
chapter around success, regardless of whether you give in tomorrow and have
that piece of chocolate.</span></div>
Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-9218760536619325900.post-46338241863593210092014-11-05T14:30:00.003-08:002014-11-05T14:30:53.529-08:00The Elements of a Good Speech<!--[if gte mso 9]><xml>
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<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEik78FLUe9ul-k5AH-hQeCopWwIn0eFrvd4WMxa_611hXyOXncm31ujNqBHVuPxY9z20Ul1lJMcV2Ir81P7RmUp4ggwxy_qf84W1UHjcnSjTrrFdvUUHKnPGiS3oJ1ve9KHJjo_eKbBee92/s1600/Podium+and+Tables.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEik78FLUe9ul-k5AH-hQeCopWwIn0eFrvd4WMxa_611hXyOXncm31ujNqBHVuPxY9z20Ul1lJMcV2Ir81P7RmUp4ggwxy_qf84W1UHjcnSjTrrFdvUUHKnPGiS3oJ1ve9KHJjo_eKbBee92/s1600/Podium+and+Tables.jpg" height="212" width="320" /></a></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: 0.0001pt;">
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">When charged with giving a speech to a business or professional
audience it’s often tempting to go with your first instinct. For some, this
instinct is to try to be funny and use your time at the podium to tap your inner
stand-up comedian.<span> </span>Needless to say, try
to resist that urge.</span></span></div>
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">
</span></span><div class="MsoNormal" style="line-height: normal; margin-bottom: 0.0001pt;">
<br /></div>
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">
</span></span><div class="MsoNormal" style="line-height: normal; margin-bottom: 0.0001pt;">
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">For others the temptation is to try to impress the audience with your
gravitas on a particular topic, or to do your best imitation of Winston
Churchill, laying out your grand vision of a better world.<span> </span>Again, not a bad idea to resist those urges.</span></span></div>
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">
</span></span><div class="MsoNormal" style="line-height: normal; margin-bottom: 0.0001pt;">
<br /></div>
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">
</span></span><div class="MsoNormal" style="line-height: normal; margin-bottom: 0.0001pt;">
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">Usually the best starting point is simply to really focus on why you
were invited to speak in the first place and to center on your purpose for
being there.<span> </span>If you are invited to speak
before a community group to talk about your organization’s social
responsibility activities, the bulk of your preparation should be to gather all
of the information on what your organization is doing for the community through
its social responsibility program, and then to work to organize it in coherent
fashion.</span></span></div>
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">
</span></span><div class="MsoNormal" style="line-height: normal; margin-bottom: 0.0001pt;">
<br /></div>
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">
</span></span><div class="MsoNormal" style="line-height: normal; margin-bottom: 0.0001pt;">
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">Of course, that does not ensure your speech will be a good one.<span> </span>In fact, if that’s all you do, chances are
you will bore your audience terribly.</span></span></div>
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">
</span></span><div class="MsoNormal" style="line-height: normal; margin-bottom: 0.0001pt;">
<br /></div>
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">
</span></span><div class="MsoNormal" style="line-height: normal; margin-bottom: 0.0001pt;">
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">That is why once you have the substance of your speech in place, and
you completely understand your purpose for being there, the craft of
speechwriting can begin.<span> </span>Here are four tips
that may help you bring your thoughts to life for your audience.</span></span></div>
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</span></span><div class="MsoNormal" style="line-height: normal; margin-bottom: 0.0001pt;">
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<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;"><b>Find your passion</b> – Identify
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personal passion. Don’t be afraid to reveal this in your words and in your
demeanor when you speak.<span> </span>If you can
think of any personal examples or stories that illustrate your passion,
consider using them in your open, your conclusion or the body of the speech.</span></span></div>
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">
</span></span><div class="MsoNormal" style="line-height: normal; margin-bottom: 0.0001pt;">
<br /></div>
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</span></span><div class="MsoNormal" style="line-height: normal; margin-bottom: 0.0001pt;">
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;"><b>Edit yourself</b> – Make every
word count.<span> </span>Even if you don’t script
your speech, make sure your reference notes are well organized and follow a
precise flow that carries you smoothly from beginning to end.<span> </span>When you begin to speak, work hard not to get
side-tracked on topics that may only come to mind in the middle of your
speech.<span> </span>As we say in media training,
stay on message.</span></span></div>
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">
</span></span><div class="MsoNormal" style="line-height: normal; margin-bottom: 0.0001pt;">
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</span></span><div class="MsoNormal" style="line-height: normal; margin-bottom: 0.0001pt;">
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;"><b>Consider props</b> – While not
every speech lends itself to the effective use of props, there are occasions
where you can use something as simple as a wrist-watch to illustrate a point
you want to make about the value of time, or a cell phone to illustrate the
rapid pace with which communications technologies are changing.<span> </span>You don’t need to belabor use of a given
prop, but the value of props is simply to get and keep your audience’s
attention.</span></span></div>
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">
</span></span><div class="MsoNormal" style="line-height: normal; margin-bottom: 0.0001pt;">
<br /></div>
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">
</span></span><div class="MsoNormal" style="line-height: normal; margin-bottom: 0.0001pt;">
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;"><b>Don’t rush your open or conclusion</b>
– Take your time in the beginning to set up your remarks.<span> </span>Your audience wants to listen to you and will
be patient with you as you get to your main point.<span> </span>The worst thing you can do with your open,
other than put your audience to sleep, is to rush through it so fast that at
least half of the audience has no idea what you just said.<span> </span>In such cases, they spend your entire speech
trying to catch up, and usually they never do.</span></span></div>
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">
</span></span><div class="MsoNormal" style="line-height: normal; margin-bottom: 0.0001pt;">
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<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">
</span></span><div class="MsoNormal" style="line-height: normal; margin-bottom: 0.0001pt;">
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">At the end of the speech, it’s important not to be redundant, while at
the same time it is equally important to recap your main points.<span> </span>But the purpose of your conclusion is to
leave your audience with that singular thought you want audience members to
take with them when they leave the room.</span></span></div>
Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-9218760536619325900.post-6917969375705010082014-07-01T06:52:00.002-07:002014-07-01T07:03:32.214-07:00SEALs Offer Lesson for Communicating Health Benefits Changes<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjOaNL1XuPAxxT9Br9miZ3syquWGtitb-FxxpuKOHEDCO4W0HE282XK5JZrOvvGMYo9Tc9bW395BaDWbfmEI-cR7x5fMstIsbUBchUO1g_IQC0141Y8uwYmYcDCXJ1t3hRHFygeNm2gp0-d/s1600/Navy+Seals+on+Rope.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjOaNL1XuPAxxT9Br9miZ3syquWGtitb-FxxpuKOHEDCO4W0HE282XK5JZrOvvGMYo9Tc9bW395BaDWbfmEI-cR7x5fMstIsbUBchUO1g_IQC0141Y8uwYmYcDCXJ1t3hRHFygeNm2gp0-d/s1600/Navy+Seals+on+Rope.jpg" height="213" width="320" /></a></div>
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<![endif]--><span style="font-family: Verdana,sans-serif;"><span lang="EN" style="mso-ansi-language: EN;"><a href="https://twitter.com/brentgleeson"><b>Brent Gleeson</b>,</a> a
Navy SEAL combat veteran and chief marketing officer at Internet Marketing
Inc., recently wrote a <b><a href="http://www.inc.com/brent-gleeson/7-motivational-navy-seal-sayings-will-kick-your-butt-into-gear.html?cid=sf01001">blog post</a></b> on LinkedIn under the headline, “These 7
Motivational navy SEAL Sayings Will Kick Your Butt Into Gear.” <span style="mso-spacerun: yes;"> </span>I liked the piece so much, I re-sent it
on my social media platforms, but there was one SEAL saying that stood out from
the standpoint of internal communications and change management.<span style="mso-spacerun: yes;"> </span>The saying was, “Have a shared sense of
purpose.”</span></span><br />
<br />
<span style="font-family: Verdana,sans-serif;"><span lang="EN" style="mso-ansi-language: EN;">Perhaps the
reason it stood out for me at that moment was that I had been working on
something tied to the continued rollout of the </span><span lang="EN" style="mso-ansi-language: EN;"><b><a href="http://www.dol.gov/ebsa/healthreform/">Affordable Care Act (ACA)</a></b> and its impact on employers.<span style="mso-spacerun: yes;"> </span>Any time you communicate change, and the ACA
represents tremendous change, it’s important to remember some of the basic
tenets of effective communication, and that SEAL saying came long at just the
right moment.</span></span><br />
<div class="MsoNormal">
<br />
<span style="font-family: Verdana,sans-serif;"><span lang="EN" style="mso-ansi-language: EN;">For context, in
the coming months, thousands of employers will be making some tough decisions
on health benefits enrollment. Under the ACA the <b><a href="https://www.uschamber.com/health-reform/employer-mandate">"employer mandate"</a></b> will go into effect on January 1, 2015.<span style="mso-spacerun: yes;">
</span>This means that organizations with 100 or more full-time equivalent
employees, and which administer calendar-year health insurance plans, must
offer health care coverage to full-time employees and their dependents or face
tax penalties under the employer shared responsibility rules of the ACA.</span></span><br />
<br />
<span style="font-family: Verdana,sans-serif;"><span lang="EN" style="mso-ansi-language: EN;">Employers with 50
to 99 full-time equivalent employees will need to comply in 2016.</span></span><br />
<br />
<span style="font-family: Verdana,sans-serif;"><span lang="EN" style="mso-ansi-language: EN;">Keep in mind that
while n</span><span style="mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";">othing in the ACA requires an employer to offer
employees group health coverage, the tax penalty is one provision designed to
incentivize employers to provide insurance.<span style="mso-spacerun: yes;">
</span>It is anticipated that some employers will elect to provide that
insurance, while others will decide that paying the penalty and directing
employees to state and federal exchanges is more cost-effective.</span></span><br />
<br />
<span style="font-family: Verdana,sans-serif;"><span style="mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";">There are many reasons employers would make such
decisions.<span style="mso-spacerun: yes;"> </span>Those who offer insurance may
find that it is the most effective way to retain workers while factoring any
cost impacts into their larger compensation models.<span style="mso-spacerun: yes;"> </span>Other employers, however, might find that the
notion of providing health insurance coverage to all eligible employees is so
cost-prohibitive it could drive them out of business at worst, or seriously harm
their competitive position at best.<span style="mso-spacerun: yes;">
</span>Paying the penalty may not be the best way to go, but it could be the
only way to go to remain in business.</span></span><br />
<br />
<span style="font-family: Verdana,sans-serif;"><span style="mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";">Regardless, even among those employers offering
health insurance, many will likely have to make changes to the plans they
offer, asking employees to pay more in terms of a share of the monthly
premiums, co-pays and deductibles.<span style="mso-spacerun: yes;"> </span>And
that’s just the financial side.</span></span><br />
<br />
<span style="font-family: Verdana,sans-serif;"><span style="mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";">On the care side, some plans employers may
introduce may not offer the same healthcare providers that employees have
relied upon until now.</span></span></div>
<span style="font-family: Verdana,sans-serif;">
</span><span style="font-family: Verdana,sans-serif;">
</span><br />
<h3 class="MsoNormal">
<span style="color: #660000; font-size: small;"><b><span style="font-family: Verdana,sans-serif;">Change</span></b></span><span style="font-family: Verdana,sans-serif; font-size: small;"> </span></h3>
<h3 class="MsoNormal">
<span style="font-size: small;"><span style="font-weight: normal;"><span style="font-family: Verdana,sans-serif;"> </span></span></span></h3>
<h3 class="MsoNormal">
<span style="font-size: small;"><span style="font-weight: normal;"><span style="font-family: Verdana,sans-serif;">From both a management and a communications
perspective, it’s never too early to begin to educate and communicate with
employees on the kinds of issues the organization and its people will face in the
coming months. The worst thing you can
do is surprise people, give them the bare minimum of information, not provide
adequate support with access to information should they have questions, and
then not give them enough time to absorb the impact of the change to make
clear-headed decisions come enrollment time.</span><span style="font-family: Verdana,sans-serif;"> </span></span></span></h3>
<h3 class="MsoNormal">
<span style="font-size: small;"><span style="font-weight: normal;"><span style="font-family: Verdana,sans-serif;"> </span></span></span></h3>
<h3 class="MsoNormal">
<span style="font-size: small;"><span style="font-weight: normal;"><span style="font-family: Verdana,sans-serif;">It is with that in mind that the <b><a href="http://www.sealswcc.com/seal-default.html">Navy SEAL</a></b>
mantra of having a shared sense of purpose is so important.</span></span></span></h3>
<h3 class="MsoNormal">
<span style="font-weight: normal;"><span style="font-size: small;"><span style="font-family: Verdana,sans-serif;"> </span></span></span></h3>
<h3 class="MsoNormal">
<span style="font-weight: normal;"><span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">When you communicate change, one of the most
important things you must do is remind everyone why we are here. Why we come to
work, what we are out to achieve each day as an organization, as manager, as
employees, as a team. Too often left unsaid
is that without this shared sense of purpose, the organization cannot function
efficiently and can fail in its mission.
If it fails, the whole organization suffers and could eventually fail
completely, causing everyone who depends on the organization to lose their
jobs.</span></span></span><span style="font-size: small;"><span style="font-family: Verdana,sans-serif;"> </span></span></h3>
<h3 class="MsoNormal">
<span style="font-weight: normal;"><span style="font-size: small;"><span style="font-family: Verdana,sans-serif;"> </span></span></span></h3>
<h3 class="MsoNormal">
<span style="font-weight: normal;"><span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">As Gleeson describes it, “…it’s critical for the
leadership to always be communicating the reality of the situation and what the
“win” will look like when you get there. And, most important, what everyone’s
role is in helping the team achieve that goal.”</span></span></span><span style="font-size: small;"><span style="font-family: Verdana,sans-serif;"> </span></span></h3>
<h3 class="MsoNormal">
<span style="font-weight: normal;"><span style="font-size: small;"><span style="font-family: Verdana,sans-serif;"> </span></span></span></h3>
<h3 class="MsoNormal">
<span style="font-weight: normal;"><span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">In a change-management setting then, the role of
communications is to communicate the reality of the changes to benefits, why
those changes may be necessary and what they mean, not only to the organization
but to everyone who works there. Equally
important is the need to paint a picture of how this change can best be managed
to ensure the viability and competitiveness of the organization, so that jobs
and salaries can be preserved. And no
communication would be complete without making sure that each employee understands
his or her role in helping the organization manage its way through this time of
change.</span></span></span></h3>
Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-9218760536619325900.post-52912886192711309412014-06-24T07:36:00.002-07:002014-06-24T07:56:46.273-07:00When PR Firms Go, "Yada, Yada, Yada"<!--[if gte mso 9]><xml>
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<span style="font-family: Verdana,sans-serif;"><b><a href="http://www.imdb.com/title/tt0098904/">Seinfeld (the sitcom)</a><span style="mso-spacerun: yes;"> </span></b>is known for its many classic catch
phrases and plot lines, but one that has been on my mind lately when hearing
other PR firms pitch their services is the old “Yada, Yada, Yada” episode.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">In the Seinfeld scenario, Jerry’s sidekick, George, meets a
woman who draws him in through intrigue created when she skips over the best
parts of her stories and descriptions of herself with the words, “yada, yada,
yada.”<span style="mso-spacerun: yes;"> </span>He decides to fight fire with
fire and does the same. Before you know it, the two are a hot item, that is
until, she “yadas” George one too many times and leaves his trust of her in the
balance.</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">PR firms sometimes “yada, yada.”<span style="mso-spacerun: yes;"> </span>Only they don’t use those words.<span style="mso-spacerun: yes;"> </span>Usually, they describe their firms and their
services as new, never been seen before, reinventing the old “agency-client
model,” or “turning the agency-client relationship on its head.”<span style="mso-spacerun: yes;"> </span>In PR speak, it’s all “yada, yada.”</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">In other words, the words mean nothing but they
create just enough intrigue to draw clients in further.<span style="mso-spacerun: yes;"> </span>Here’s how I saw one new agency describe itself:</span></div>
<ul>
<li><span style="font-family: Verdana,sans-serif;"><span lang="EN" style="mso-ansi-language: EN;">“We offer a model
that, to (our) knowledge, no other agency offers…” <i><b>Yada</b></i>.</span></span></li>
<li><span style="font-family: Verdana,sans-serif;"><span lang="EN" style="mso-ansi-language: EN;">“Our firm
believes every stakeholder group responds most effectively to content that’s consistent,
clear, and memorable…”<span style="mso-spacerun: yes;"> </span><i><b>Yada, Yada</b></i></span></span></li>
<li><span style="font-family: Verdana,sans-serif;"><span lang="EN" style="mso-ansi-language: EN;">“We get clients
in front of the right audiences…This approach works well now and will work more
effectively in the future, as PR continues to grow...”<span style="mso-spacerun: yes;"> </span><i><b>Yada, Yada, Yada</b></i></span></span> </li>
</ul>
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</div>
<span style="font-family: Verdana,sans-serif;">
</span><br />
<div class="MsoNormal">
<span style="font-family: Verdana,sans-serif;"><span lang="EN" style="mso-ansi-language: EN;">This new firm described
PR and what it has been doing for the past 100 years in various ways.<span style="mso-spacerun: yes;"> </span>It really isn’t saying anything new, and
while perhaps, it may add its own twist and style to the practice of PR, it’s
certainly not going to break new ground in such a way that it will transform
the field.<span style="mso-spacerun: yes;"> </span>In other words, the firm isn’t
the game-changer it wants prospective clients to believe.</span></span><br />
<br />
<span style="font-family: Verdana,sans-serif;"><span lang="EN" style="mso-ansi-language: EN;">Beware of firms,
particularly newer ones, who present themselves as something totally new and
different.</span></span><br />
<br />
<span style="font-family: Verdana,sans-serif;"><span lang="EN" style="mso-ansi-language: EN;">So how should
agencies present themselves?</span></span><br />
<br />
<span style="font-family: Verdana,sans-serif;"><span lang="EN" style="mso-ansi-language: EN;">Each should have
its own style and build its model around that. But all should speak clearly in plain
English with the understanding that while we all may promise different things,
provide service in different ways, bill our clients according to different
scales, and measure and evaluate performance differently, at the end of the day
it’s about communication, words, trust, connection.</span></span><br />
<br />
<span style="font-family: Verdana,sans-serif;"><span lang="EN" style="mso-ansi-language: EN;">If we want our
clients’ messages to matter, they need to be clear. If we want our clients to
connect with us, our messages need to matter, they need to be clear.<span style="mso-spacerun: yes;"> </span>No “yada, yada” about that.</span></span><br />
<br /></div>
<div class="separator" style="clear: both; text-align: center;">
<iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.youtube.com/embed/O6kRqnfsBEc?feature=player_embedded' frameborder='0'></iframe></div>
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<br /></div>
Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-9218760536619325900.post-31762942108020430222014-06-17T15:40:00.002-07:002014-06-17T15:42:11.707-07:00Region's Brand Can Trace Part of its Roots to Noll's Steeler Defenses<!--[if gte mso 9]><xml>
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<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh87SqNGgJc22nzj089t09W8_RsjbS_PJe5-uNsliH32UcmrM7aNU3se1PsFOZ4-PHtVnsDO0eJZfb3N7toUyrodDuveLMa_PCaf3e5sEM5jz9QbRB98NNFU27tSCJKsKAltmNMwbaypW1a/s1600/steelcurtainbanner1.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh87SqNGgJc22nzj089t09W8_RsjbS_PJe5-uNsliH32UcmrM7aNU3se1PsFOZ4-PHtVnsDO0eJZfb3N7toUyrodDuveLMa_PCaf3e5sEM5jz9QbRB98NNFU27tSCJKsKAltmNMwbaypW1a/s1600/steelcurtainbanner1.jpg" height="123" width="200" /></a></div>
<div class="MsoNormal">
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">A few years ago, I had the chance to go to a <b><a href="http://www.und.com/sports/m-footbl/nd-m-footbl-body.html">Notre Dame football</a></b> game in South Bend, where a good Fighting Irish team faced Army. The event was rich
in football tradition.</span></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">As a fan, I loved everything about the day with perhaps one
exception. Any time Notre Dame’s offense
left the field and the defense took over, the crowd became noticeably more
muted. Even when the team made huge
defensive stops, the applause was so polite it sounded like the halftime baton
twirler just finished a performance.</span></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">I couldn’t believe that in the house <b><a href="http://espn.go.com/classic/biography/s/Rockne_Knute.html">Knute Rockne</a></b> built, Notre Dame, a football mecca, defense would be given such short shrift.</span></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">Then I considered that maybe it’s not the other fans, but
rather my own predisposition towards defense because I’m from Pittsburgh. In Pittsburgh defense matters.</span></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">Even the most casual fan in Pittsburgh, the one who only
watches the games because that’s where the party is, knows not to look away
from the action when the defense is on the field. This is not the norm in other places.</span></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">Over the years, I’ve had the chance to see numerous football
games at all levels. I’ve seen games far
away from Pittsburgh, and more than my share in this region.</span></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">I’ve found that the closer you get to Pittsburgh, the more intense
the fans are when it comes to defense.
Pittsburghers know good defense when that defense is near the ball, away
from the ball, from the home team or the away team. They appreciate third-and-long defense in
ways the people of Vienna know a good Baroque number when they hear one.</span></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">Why? I’m about to get
to that, because the answer is in a name.
But before I do, I think there needs to be some background.</span></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">In the game of football, defense starts with a desire and a
will to be aggressive, to stop the other team by taking the ball back. Sometimes
that means an interception, a fumble recovery, or just ripping it out of the
other guy’s arms. To make these things
happen, the typical strategy is to overpower and body slam just about every
player in an opposing uniform until you render the ball available. If that
doesn’t work, you prevent a first down and get the ball back from a punt. That’s defense.</span></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">This all requires a certain level of self-sacrifice. Because football is a rough, physical game,
effective defense demands tough, physical players. It demands that these players have the
strength, speed and knowledge of the game to anticipate offensive strategies,
and pre-emptively or reactively meet force with overwhelming force.</span></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">The major advantage the offense has over the defense is
presumably, the offensive players know where the ball is going in advance. The defense doesn’t. This means that the defense must commit
completely with 100 percent adrenaline-powered exertion on every play.</span></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">A simple thing like a tackle at the line of scrimmage is a
major victory for a defense. Pittsburghers
know this. They can relate.</span></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">So, why are Pittsburghers so sophisticated in their
appreciation of good defense, something people across the country, including
Notre Dame fans seem to lack? The answer
is simply <b><a href="http://mmqb.si.com/2014/06/16/chuck-noll-remembered-rocky-bleier-pittsburgh-steelers/">Chuck Noll</a></b>.</span></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">The game has a long and storied history in Pittsburgh. It didn’t take a Chuck Noll to teach the
region about the game and why people should embrace it. The region had already
contributed favorite sons <b><a href="http://www.profootballhof.com/hof/member.aspx?PLAYER_ID=161">Joe Namath</a></b>, <b><a href="http://www.profootballhof.com/hof/member.aspx?PLAYER_ID=219">Johnny Unitas</a></b> and <b><a href="http://www.profootballhof.com/hof/member.aspx?PLAYER_ID=57">Mike Ditka</a></b> to the national football stage even before Noll arrived here.</span></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">But when Noll took the helm of the <b><a href="http://www.steelers.com/">Pittsburgh Steelers</a></b> in 1969, he set about building the organization
around good defense, and in the process, he created an entirely new
relationship between the region and the game, and the glue to that relationship
was defense. Or more particularly, a
defensive mentality.</span></span></div>
<div class="MsoNormal">
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;"><br /></span></span></div>
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">
</span></span><br />
<div class="MsoNormal">
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">He showed Pittsburghers what defense could accomplish on the
field. He showed Pittsburghers defense
in its highest form. In the process, his
defenses held a mirror up to the region.
Through those defenses, Pittsburghers saw themselves.</span></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">Tough. Ruthless. No
excuses. Play through pain and injury.
Get knocked down and get back up, and knock the other guy down harder. Win through dominance and force. Not finesse.
Inertia.</span></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">Pittsburghers saw players play defense the way they would if
they could. Chuck Noll found prototypes of the Pittsburgh mentality, and their
names were Joe Greene, L.C. Greenwood, Ernie Homes, Dwight White, Jack Lambert,
Andy Russell, Jack Hamm, Mel Blount, Mike Wagner, Donnie Shell. This group comprised the <b><a href="http://bleacherreport.com/articles/399144-pittsburgh-steelers-the-steel-curtain">"Steel Curtain"</a></b> defense.</span></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">These men took the field and took no prisoners, and in doing
so, they met the expectations of their coach, Chuck Noll, who had a plan. They
fit into it. They executed it, and no other team has matched their level of
success before or since.</span></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">The region’s football brand merged with its character and
created, or perhaps amplified, its tough steel town image. Even when the steel mills closed and the
region’s service economy took over, there was always a blue-collar work ethic
just beneath the surface. An honest, unapologetic,
can-do spirit that may have always been there, but people were never more
conscious of it until after the Chuck Noll defenses came to epitomize the Steelers
and the region.</span></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">Ever since the 1970s, there has been little confusion about
the region’s brand. We are a lot like a
good defense. Anticipatory,
opportunistic, ready and willing to do whatever it takes to win. And the roots
of this attitude go all the way back to the hiring of a relatively unknown
football coach by one of the most under-performing NFL franchises up until that
time.</span></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-size: small;"><span style="font-family: Verdana,sans-serif;">The rest, as they say, is history. It’s not an overstatement to say the region
owes at least a little bit of its brand evolution to Chuck Noll and his Steelers'
defenses. In a much more obvious way, however,
the region owes him its gratitude for helping instill a tradition of passion
for the game of football that transcends what happens on the field a few
Sundays in the Fall. Thanks, Coach.</span></span></div>
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