Four PR Trends

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By Grant Wright, CEO

Looking at past trends in an evolving industry can be a poor predictor of future trends—whether you’re talking about the stock market or the PR field.

Witness Facebook (a 9-year-old), Twitter (a 7-year-old), Instagram and Tout (both 2 year olds). These are among only a few of the game changers that disrupted the publishing industry. Each is a relative toddler by traditional business standards, and not that many years before their existence I don’t recall anyone predicting them. But their global impact on the human condition is already established.

The trend impacting the PR industry, therefore, is not which new social tool will take off, but that game changers are now the norm. Expect and anticipate them.

Here are four things (among many) I see near through long term impacting PR.

The Story Stays

We like a good yarn. Stories have been told throughout human history and they’re not going away anytime soon. So while the delivery method may continue to break speed records in the unprecedented data age we’re now in, if there isn’t a compelling story to whatever the communication is, it won’t leave the station.

In creating your communications, think about your story. How compelling is it or could it be, and why should others care? And if you don’t have one, then either create one or rethink your communication strategy for most effective resource use.

Multimedia Explosion

We are a sensorial species, and with the written word there’s a terrible lack of engagement of the senses. True, imagination can help make up for that. However, the way I imagine Utopia and you do can be very different, meaning there’s a significant control loss of the intended message. But what if I could not only tell you a story, but also engage you in it by your five senses? Instant communication around the planet is now possible with video covering sight and sound that will only increase. But I think it’s only a matter of time before technology allows for an online cook ‘book’ to not only convey with what and how something’s made, but also how it should look, feel and even smell and taste.

Additive Manufacturing

 …aka 3-D Printing will change everything, and this means for PR too.  I think 3-D printing is truly Roddenberry’s Star Trek replicator come to life like the cell phone, and why I see it profoundly impacting PR is that currently the world’s societies are built largely around traditionally manufactured goods and related services – shoes manufactured in China are consumed in the USA; medical implants created in New York are used in Canada; an airplane is created and assembled from many different places; etc. Things today are still made for us and we don’t make things for ourselves. PR supports all of this ‘traditional’ world commerce that in the next decade will dramatically change with the advent of 3-D printing for the masses. Like intangibles such as information value decreasing with increased accessibility, so will the value of physical goods change. As it does, PR will change as well, becoming less about conveying a compelling call to action to buy consumer products, say, and more about strategically helping communicate things like B2B opportunities, services expertise, key events, experience opportunities, and political and societal agendas.

Local & Smaller

It’s well established doctrine for good communication to know thy audience, and reach them where they are. With billions of us now having our heads buried in our smartphones more than we’d like to admit, guess where audiences are? Sure, we’re still driving down the freeway ready to notice a billboard, pouring over that quaint thing called a newspaper at Starbucks occasionally, and watching commercials whip by as we watch our favorite DVR’d show.  But increasingly we’re more interested in our immediate environs – our local neighborhood - than otherwise. So as opposed to a broad shotgun approach, PR will increasingly need a precise rifle approach tailored to local geography and interests. And in doing so rely less on large real estate like a full magazine, in-depth television reporting or a regional newspaper spread, but instead plan for consumption to be increasingly on a screen just four or five inches wide—that if it’s showing a picture of a rose, soon enough will probably smell just as sweet.

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Public Relations is More Than Order Taking

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By Rebecca Chappell, Account Executive 

Recently at a luncheon for hospitality sales and marketing professionals I heard the phrase, “I don’t care if you’re an order taker, be the best order taker you can be.” I suppose the phrase makes sense for a restaurant server, for example, since what typically sets the best servers apart is their ability to upsell: As you’ve each selected the same glass of wine, how about sharing a bottle? But could the same phrase also be applied to a PR professional? I certainly hope not.

At (W)right On we take ‘project orders’ from our clients all the time. In any given month we fulfill a myriad of requests from writing a press release or designing a brochure, to producing a video or strategizing an email marketing campaign. But it’s not our goal to simply be great order takers. As PR consultants, our goal is to help our clients achieve their communications goals while helping them to see a bigger picture. And that means steering them to the right strategies to reach their goals.

For example, before we ever sit at the table to create compelling copy for a brochure, we may first have to spend time gently explaining to a client why his company jargon isn’t compelling or why a brochure is not the communications vehicle in the first place. Or when a client comes to us with a “great idea” for a press release, we can’t be afraid to ask: so what? We’re in the business of communications, so it’s our job to pinpoint the “so what?” in every project we collaborate on. Is this idea newsworthy? If not, let’s come up with an idea that is! Will anyone care? If not, let’s look at why and figure out how to make it so! Is there a different marketing route we could take instead of a routine press release? Let’s brainstorm the possibilities!   

When I heard that phrase, “…be the best order taker you can be,” I immediately thought of (W)right On’s Core Values and how five of them illustrate why we will never consider ourselves order takers: 

We act with intention. When we know the outcomes that are being targeted and how these will help our clients reach their goals, we make the best use of client and agency resources and we can anticipate problems before they arise. 

We focus on the important. We don’t confuse flash for substance. And we don’t confuse activity for productivity.

We are relentless about results. We are creative and thorough in helping clients achieve their goals. And we accept that we won’t always be successful, but when we aren’t, it won’t be because of something we didn’t think of or do!

We embrace and lead change. We accept and strive to stay ahead of changes in our industry and our clients’ industries. 

We do what’s right. We always act with integrity and don’t compromise on excellence. We don’t take short-cuts that sacrifice quality or our reputation. When we make a mistake we own it and make it right. 

Fact of the matter is, for us, relationships rule, and you can’t really have a relationship with a client if you’re just an order taker. Order takers are a commodity. Leaders add value. We take the time to build relationships with our clients by adhering to our Core Values and setting clear expectations and goals, having open communication channels and showing mutual respect. 

How do you build relationships in your industry?

The Myth of the Marketing ‘No-Brainer’

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By Julie Wright, President

Over the past 20 years, I’ve often heard people ask for the ‘no-brainer’ marketing idea. Two weeks ago, it was an entrepreneur with a national retail product looking for a PR ‘slam dunk.’ And two days ago it was the nonprofit executive overseeing a multi-million dollar fundraising campaign who scoffed at the notion that marketing dollars should be budgeted for her organization’s social media program.

This thinking is a dangerous delusion: There are no marketing no-brainers, slam dunks or results without a commitment of time, resources and, yes, budget.

How can I be so sure? It’s pretty obvious to me: If it were that easy, we’d all be millionaires and every nonprofit would be well-funded.

It takes a lot of hard work and money to understand your target market’s needs, reach them with your messages and keep those messages top of mind so that they think of you when they are ready to buy or donate.

Social media may have low barriers to entry but that doesn’t mean that making it work is free. Far from it. Like press coverage, engaging your target audience via social media means you need to earn their attention—earn, as in “to receive as return for effort and especially work done or services rendered.”

Entrepreneurs underestimate the investment required in time, attention and dollars to earn both their market’s attention and its business. This myth may be a big reason that roughly half of all businesses fail within five years.

Nonprofits need to keep their cause “top of heart” with donors all year round through storytelling and sharing. Imagine how donors will feel when reading a yearend appeal letter when they know how hard an organization has been working all year round. Their heart is already open to the appeal.

Return on investment from marketing activities requires strategies, systems and the people in place to see them through. The first step to marketing success is letting go of the idea that there’s a slam dunk, no-brainer or result to be earned without any investment.

Lance Armstrong’s Race to Redefine His Legacy

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By Julie Wright, President

How will you remember Lance Armstrong? As one of the most celebrated athletes in the world? As a cancer survivor who has inspired and helped millions of people around the world? Or as a fallen sports idol and fraud?

Say what you will about the doping case being built against him, but Armstrong’s Aug. 23 announcement that he would neither fight the charges nor arbitrate with the U.S. Anti Doping Agency (USADA) may  just be the first time in his storied personal and professional life that he has ever given up on something.

He can beat cancer and win seven Tour de France titles, but he doesn’t have the will to contest these charges and fight to clear his name? At a net worth of $125 million, he certainly has the scratch to lawyer up and arbitrate or take it to court. But he doesn’t think he can win this case – either because it’s unwinnable, as he alleges, or because he is guilty, as the USADA alleges.

So, Armstrong is, instead, seeking to win the PR battle. If he can hang on to his reputation and convince fans to give him the benefit of the doubt, he will continue to have value as a product pitchman and cancer spokesman. By staying out of arbitration, he can continue to say that he has never tested positive, and, thus, the allegations will always be only allegations. In addition, Armstrong has been depositing a lot of credits in the goodwill account for many years through his Livestrong activities. This goodwill is a major asset during this crisis.

Ultimately, what do people want to believe? There is an emotional and rational component to this controversy. His innocence is a better story and outcome for sports fans and cancer sufferers than his guilt.

The USADA filed charges against him on June 12. On Aug. 23, Armstrong answered those charges by announcing he would stop fighting them. He was banned from the sport for life. His statement on the Livestrong website said “I have been dealing with claims that I cheated and had an unfair advantage in winning my seven Tours since 1999. The toll this has taken on my family and my work for our foundation and on me leads me to where I am today -- finished with this nonsense.”

Had he persevered and fought the charges, a hearing may have been held in December with witnesses for and against.

This is a defining crisis for the Lance Armstrong brand and by not choosing his legal right to clear his name, he will forever be under a dark cloud of suspicion. But what can be learned from Armstrong’s public relations activities to counter this crisis and spare enough goodwill to maintain the credibility of his Livestrong efforts and his legacy to cancer if not to cycling?

First, bad news is bad news. You can choose to hide from it and let a bad situation define you or your brand. Or, you can step up and attempt to fill the vacuum with your own message. Armstrong chose the latter by announcing he wouldn’t fight the charges, unequivocally stating his innocence, casting doubt on the fairness of the process and reminding fans that he would rather spend his time supporting his foundation and the cause of cancer patients.

He also lined up a slew of communications and endorsements to reach fans with these messages. His Livestrong blog shared a message Aug. 23 from the Foundation’s founding chair Jeffery C. Garvey: “Faced with a biased process whose outcome seems predetermined, Lance chose to put his family and his foundation first and we support his decision. Lance’s legacy in the cancer community is unparalleled. Lance could have left cancer behind him and never looked back. Instead, before ever winning the Tour de France, he established a foundation that today has served 2.5 million cancer survivors with its free patient navigation services.”

The Lance Armstrong Foundation would clearly like to ensure his legacy is one of helping the cancer patient community.

Also lining up to throw their support behind Armstrong in this post were John R. Seffrin, PhD, chief executive officer of the American Cancer Society and Matthew L. Myers, President, Campaign for Tobacco-Free Kids.

But Armstrong and his supporters are just getting started.

Attorney and former San Diego Chargers spokesman Mark Fabiani is representing Armstrong and getting the message out through the media now that the USADA has released its report. The details contained in the report might be exactly what Armstrong was hoping to keep out of the public eye by avoiding arbitration as the USADA-released report concludes that the U.S. Postal Service Team was engaged in a doping conspiracy that “was professionally designed to groom and pressure athletes to use dangerous drugs, to evade detection, to ensure its secrecy and ultimately gain an unfair competitive advantage through superior doping practices.”

On the same day that the USADA report came out, Oct. 10, Armstrong Tweeted “What am I doing tonight? Hanging with my family, unaffected, and thinking about this. http://bit.ly/Po6mXT  #onward”.

The Tweet links to a press release issued by his foundation on that same day announcing its 15-year anniversary celebrations in Austin from Oct. 18-21. The highlight is the Fri., Oct. 19 fundraising gala that includes Norah Jones, Stephen Marley, Sean Penn, Ben Stiller, Robin Williams and, of course, Armstrong himself. With throngs of supporters at rallies, sporting events and the gala later this week, it might be difficult for people to see Armstrong as a bad guy.

By hammering on the work for cancer and success his foundation has achieved, the public might ask whether Armstrong hasn’t done more good for people in serious trouble than he has done harm to a sport and its competitors and fans?

Clearly that is the drumbeat to which Armstrong and his closest supporters are marching.

In a survey of more than 800 people that was conducted before the USADA’s findings were publicized, it would appear that the public was reluctant to turn on Armstrong. Sixty-seven percent said they still saw him in a positive light including 29 percent who said they were disappointed but respected what he has accomplished and 24 percent who believed Armstrong that he had never doped. Fourteen percent said he is still a champion while 8 percent said he is a cheater.

It will be interesting to see what the weekend’s celebrations produce to counter the negative coverage since Oct. 10, but with serious allegations about Armstrong that go beyond doping to bullying team members, paying $1 million to an Italian physician also accused of helping athletes dope and gifting $100,000 to the International Cycling Union and a drug-testing laboratory, fighting this crisis may be the one challenge his will alone won’t be enough to surmount.


Image credit: John Kershner / 123RF Stock Photo

Step Outside Your Comfort Zone and Build Your Network

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By Chancelor Shay, Account Executive

Don’t you hate that feeling where you’re around a group of people you don’t know but they seem to know each other? Every ice breaker line you come up with sounds foolish in your heard and you’re not sure how to interject. When you finally do there’s a communal awkward look as the group doesn't get your humor. Where do you go from there? Networking can be unsettling and everyone has had this experience at some point in time, but putting yourself in a position to develop new relationships is essential to achieving client goals and career growth.

It’s often said for most businesses, but especially for public relations agencies, that relationships are everything. That means more than just having relationships with the right reporters to earn coverage for your clients; it means having relationships that add value to your client by connecting them in ways that help beyond their PR goals. Creating a valuable network takes a little bit of time, a little bit of tact and a lot of proactive effort, but opportunities to grow your connections and develop them into fruitful relationships are all around. Banquets, galas, conferences, social outings, seminars, panels. The list goes on. The trick is getting started to hone your skills, utilizing the network you already have and finding a sweet spot. Here are some tips to set you on the right track.

Start with what you know

You wouldn't swim the English Channel before you try swimming to the end of the pier, so take the same approach with networking. Look for events that will attract like-minded people around a subject you’re knowledgeable on. If you enjoy science fiction and fantasy movies, head to Comic-Con, the largest gathering of sci-fi and fantasy film/television fans and industry professionals in North America. However, more important than simply meeting a new person is being able to connect the dots to you and your client’s advantage. Perhaps you meet someone from a special effects studio in desperate need of a new website. Or maybe an IT client can benefit from your new connection to the production company that’s exploded thanks to a new, hit movie. If nothing else, having the confidence that comes with great content knowledge will allow you to practice on networking skills to translate into a different environment. Once you have a sound networking skill set, stepping outside your comfort zone will produce the biggest returns.

Don’t forget about the relationships you already have

PR rule No. 138 is, “Don’t only reach out to your contacts when you need something.” Yes, I made that number up, but it’s in the rule book somewhere. This one is simple since you’re already friends and can avoid the pressure to fill pregnant pauses after a good laugh. So call up that assignment editor you used to work with and grab coffee. Or even better, since we know how much business is handled around a few drinks, head to happy hour with your pal from the ad agency you've collaborated with. Find out what’s new with them, give them an update on what’s keeping you busy and perhaps there’s a way to connect a few dots.

Go where your clients go

Whether it’s a big industry conference or a panel discussion, go where your clients go. There’s nothing more effective than firsthand testimonials of your brilliant work to get a new connection started on the right foot – not to mention you must already have some familiarity in the space that allows for a more free flowing discussion. Attending events where your client goes also allows for invaluable face time. It’s a chance to gain firsthand experience to support communication around similar events in the future and point out opportunities for your client that they may have missed otherwise. If those opportunities are mutually beneficial for your client and your new connection, then you've just showcased your value.

It may not be what clients pay for, but the value of a good network is worth the sweaty-palm handshakes and nervous car rides that come with stepping outside your comfort zone.

How to Get the Most Out of Your Internship

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By Leah Reyes, SDSU Public Relations Senior

I wasn’t sure what to expect when I began my internship at (W)right On Communications. This is my first time taking what I've learned in the classroom and applying it to a real public relations setting. I've been here for about one month and I've already learned so much. Here is what I’ve learned so far:

Don't be afraid to ask questions.

Internship supervisors understand that you don't know everything, especially if it's your first internship. In the beginning, I was nervous to ask questions because I didn't want anyone to regret choosing me as an intern. I learned fast that if I didn't ask questions, however, I would end up sitting there staring at my desktop. Therefore, I ask questions whenever I have the chance, whether it's to clarify a task I was given, or to learn something new.

Every opportunity is a learning opportunity.

No matter what you're doing, there is always something to learn. Observe how your supervisors talk on the phone, how they discuss client work with each other, or even how they conduct their individual work. Learn from them and apply it to your own work. If you are working on a task and you’re curious about something, ask. For example, I was browsing pictures for a brochure, and I realized that I had always wondered how organizations selected pictures for brochures and other marketing collateral. I asked Account Executive Rebecca Chappell, and she explained how images are selected. There have been several times when someone has given me advice or extra information just to expand my knowledge about the profession.

Don't be easily discouraged.

Supervisors are here to teach and correct if needed. I've made a few mistakes and I've been told what I can do better next time. I was scared that I would be scolded for mistakes, but the (W)right On team really makes sure that this is a learning experience for me. They don't make me feel bad for mistakes, but guide me instead.

Ask for feedback.

I am enrolled in an internship course, which requires me to have a "midterm meeting" with my internship supervisor. The purpose of the meeting is to evaluate my internship and discuss what I can improve. If this isn’t required for your internship course, I encourage you to seek feedback from your internship supervisor.

Show that you care.

When I don't have a task, which is rare, I always ask if anyone needs help. It's courteous to offer assistance, and it shows that you care to be part of the organization. Also always use your manners. I say "thank you" every time I am given a task. I also apologize if I make a mistake. We should be polite by default, but sometimes we forget how important it is. You want to establish a close rapport with your team, so don't forget your manners.

Social media is powerful.

Prior to joining the (W)right On team, I was aware of the power of social media, but I didn't understand how much power it has. As media technology develops, old media traditions begin to slow down. Almost every piece of client work I have had includes social media. There is something new to learn about social media every day. Visit mashable.com and you'll see what I mean. It's not enough to know what Facebook, Twitter, etc. is and how to post. The mechanics behind what to post are very detailed. I've learned that it's really important to have one "voice" when posting, especially for an organization. I've also learned that although it's free of cost, it's not free of your time. A lot of thought goes into the posts we draft and I've learned how to make personal, but professional posts. I've also learned how to use the different tools of social media, like Hootsuite. As long as media technology is changing, which is every day, you should be willing to learn it if you're going to be in the journalism/communications business.

An internship is an opportunity to learn about the profession you are pursuing. It’s important to get the most out of your internship so you can learn and grow. In order to get the best experience from it, you need to put yourself out there. I still need to work on not being so shy, but I am definitely taking everything in as I go, which will help me build my future career. 

Five Free PR Resources to Make You More Productive

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By Julie Wright, President

Some of the worst things in life are free: free advice (no thanks), free love (ugh) and free sofas on the side of the road (also known as trash). It’s important to choose free tools that really make a positive difference in your day.

Also keep in mind that with any ‘free’ resource, the time you spend figuring it out is a cost. When a client recently asked me for recommendations on free website hosting and design templates, that thought sprang to mind. What is the true cost of messing around with a rigid template or cryptic user instructions?

So, what free resources would I recommend to help your PR program?


1. Interns

OK, that’s a joke. Interns are not free. They are a big investment. We have been fortunate to work with many diligent, creative and detail-oriented individuals—primarily from San Diego State University’s PR, media and journalism programs—over the years. And we sincerely hope that during their experience with (W)right On Communications, they grow in ways they never imagined and bond with a set of professional colleagues that they can call on for the rest of their lives for guidance and support. (And, in that spirit, please join me in welcoming Leah Reyes to our team this summer!)


2. Google

Best practices, case studies, how to articles, media contacts, editorial calendars—search the Internet for inspiration as you develop your plans or to help you kick start your brainstorming. If you’re at a loss for ideas or need to be re-inspired, Google can get you there in 30 minutes or less. If you are not actively and continuously seeking out current best practices in PR, you may have an initiative deficiency and should get that seen by a professional.


3. Social media

Nothing may be more time-consuming than establishing a productive Twitter, Pinterest or Facebook community for yourself or a brand. But once you’ve built a critical mass of relationships with your stakeholders via social networks, you can call on them for ideas, amplifying your messages or coming to your defense if your brand is under attack. (And I’m not referring to Twitter DM’s that say “Hey, this dude is saying some really bad stuff about you.” That’s a hack and never click on those links.)


4. HARO

I admit that I find it difficult to comb through the more than 200 Help A Reporter Out (HARO) queries every day. (To address this issue, please refer back to the first item on this list.) But someone in your office should be reviewing these thrice-daily emails that list queries from more than 29,000 journalists and bloggers to look for opportunities for your organization or clients. There are paid subscription levels that will filter results for you as well. Also check out pitchrate.com, which is similar in concept to HARO, or watch @ProfNet’s Twitter feeds for urgent media queries.


5. PitchEngine

This is a platform for press releases that are optimized for social media sharing. However, social media releases expire. To permanently post your material, you will need to pay monthly or annual subscription. Given that you can link YouTube videos, post images, craft Tweetable links and track views and clicks, PitchEngine is a valuable free resource when you’re trying to spread your news cost-effectively. I also think it’s worth the investment of actual dollars to memorialize your content in a permanent newsroom.

What free tools can you not work without?

6 Stories Your Organization Should Be Telling

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By Rebecca Chappell, Account Executive

“Even if you have reams of evidence on your side, remember: numbers numb, jargon jars, and nobody ever marched on Washington because of a pie chart. If you want to connect with your audience, tell a story.” – Andy Goodman

As professional communicators, one of the biggest challenges we have when collaborating with both nonprofit and for-profit clients is getting them to see that what they think is news may not be what the general population views as news. While smaller media outlets are typically supportive of community-based events and announcements, if you’re seeking attention from the likes of the Los Angeles Times, the Wall Street Journal or holy grails such as the “Today” show, you’d better be able to answer the question: so what?   

The “so what?” is where the heart of the story resides.

Whether your company is a small business or large corporation, think about all those facts, figures and acronyms listed in your annual report. Impressive? Sure. But why should anyone outside of your company care? It’s simply not enough to say your company exceeded profit margins or goals for the year. What were the challenges the company faced and how did it overcome them? Is your company’s successful performance the result of a group of employees that went above and beyond expectations? What does this year’s success mean in terms of the company’s future? How does your company’s success benefit the community at large?

If you’re a nonprofit, it’s even more important to resist the urge to weigh people down with a laundry list of programs, statistics and financials. Yes, those things are necessary to be transparent, but if you want media to pay attention and potential donors to contribute their hard-earned dollars or time to your organization, you have to also be personal.

In her book “Corporate Legends and Lore: The Power of Storytelling as a Management Tool,” Peg Neuhauser draws a parallel between nomadic Indian tribes of the American Plains and today’s modern organizations. As tribes moved from place to place, Neuhauser writes, they each carried a bundle containing significant artifacts from the tribe’s past. At campfires and rituals, this “sacred bundle” would be opened and the tribal elders would recount the stories behind each artifact.

Every organization has its own sacred bundle. In PR we often help clients to identify the artifacts for their bundle – the newsworthy stories that set their organization apart. We then package these stories as press materials, marketing collateral, website content, personalized annual reports and more.

Perhaps now you’re thinking to yourself that your organization doesn’t have any good stories for a sacred bundle. To help you out of this predicament, Neuhauser recommends identifying basic narratives such as:

How We Started

This is the story of how your organization was founded – who started it, and why. This often captures the need for your work to exist as well as the approach your group has taken to address this need.

Emblematic Victories

These demonstrate your group’s effectiveness. Instead of just saying “we made a difference!” this is your chance to demonstrate how that difference was made.

What We Learned in Defeat

Everyone falls off the proverbial horse from time to time. The trick is to get back up and ride again. Lessons learned in the course of defeat should be embraced for what they can teach you, and others.

Nature of Our Challenge

Stories about the fundamental nature of the issues your organization is tackling remind staff and community the reason their time, attention and energy are needed. They also serve to connect to the media and public with individuals and/or families in need versus numbers and statistics.

Performance Stories

Employee performance stories show the exemplary levels of professionalism, creativity and commitment your people bring to the organization or challenge at hand.

Where We Are Going

Look ahead five, 10, even 20 years from now. What would the world look like if your company did its job, met its goals, adhered to its vision? Paint a big picture that evokes a feeling of the future that staff, media and the community at large can invest in emotionally.

Now that the creative juices are flowing, the only thing left to do is capture your thoughts and look for regular opportunities to share your sacred bundle with media and the community. Happy storytelling!

PR: One Part Legwork, One Part Arm-Twisting and a Dash of Brilliance

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By Julie Wright, President

Albert Einstein quipped that genius is one percent inspiration and 99% perspiration. My formula for PR genius is very similar; however, it includes equal parts sweat and influence. Or, as I like to put it: one part legwork, one part arm-twisting and a dash of brilliance.

With advertising or direct mail, you can control who sees your message, where they see it and when. You can apply metrics to gauge how many times an ad needs to run before the target really notices it, or how many thousands of recipients need to receive an offer before the desired number take action.

But PR pros are in the business of ‘earning’ media coverage and generating positive word of mouth. Let’s just say that a lot of things have to align in the time and space continuum to achieve PR success. Therefore, we sweat the details, probably more so than most other marketing specialties!

Whether the campaign bombs or soars in the end will come down to how well all of our messaging, storytelling, pitching and spokespeople worked to influence the opinions and actions of others.

And here’s another old saw: “you can control everything but the weather and other people.”

Our creativity (that dash of brilliance) can set our client’s message apart and ensure a compelling story that captures attention and generates interest.

But we can’t be truly successful unless we sufficiently influence the client to endorse our approach, the campaign spokesperson to adopt the right messages and get the story across, the targeted reporters to cover it and, ultimately, the readers or viewers who must connect with the content in a way that changes their perceptions or prompts an action.

When we get the formula right and our ideas, effort and influence come together, the return on investment is tremendous with people often amplifying our client’s message through shares, likes, Tweets and yet more media coverage, invitations to speak and positive word of mouth.

With so much riding on our ability to influence other people’s behaviors and actions, what are some of the ways we work to influence our clients, campaign spokespeople, media and our target audiences?

Communicate with Clients

Clients may be the toughest to influence. Start by clarifying their objectives for the campaign or project. What would they consider ‘success’? Next, manage their expectations. They need to know what it will take to achieve their idea of success with a timeline, budget and strategies. Keep clients informed of project status – they should never have to come to you for an update. If you’ve managed expectations, are moving ahead with the project in a manner consistent with the expectations you set for the client and are proactively communicating with them, you are building a platform of trust. And, ultimately, you can only influence your client if you have their trust.

Understand the Role of a Spokesperson

Campaign spokespeople need to be provided with messaging that is short, easy to recall and relevant. When everyone agrees to the key messages in advance, all press materials, interviews and presentations can flow efficiently and consistently from that point forward. For inexperienced spokespeople, media training and ongoing coaching and feedback helps them improve. For members of the agency team that do not have experience in a spokesperson role or as media having interviewed numerous spokespeople to know what’s effective and what’s not, it’s recommended they seek out volunteer opportunities either by joining a nonprofit’s committee or freelancing for news outlets. Expert spokespeople like scientists or technologists, who are unable to speak in layman’s terms, pose a unique challenge. Pre-interview them and ask “what does that mean?” every time they use jargon, and when they make a point ask “why is that important to people?” Eventually, they’ll start telling their story in a manner that’s accessible to people outside of the lab. There are many resources where you can study and read about media interview and presentation best practices.

Get to Know the Media

Knowing how reporters work, what kinds of stories they’ve covered in the past (hint: read their stuff) and plan to cover in the future (hint: ask them), and how to be responsive and accurate in fulfilling any of their requests for information, will go a long way to building your influence with this group. Knowing your client’s business sufficiently well so that you can answer background questions reporters might need answered before they’ll commit to a story is also essential. In today’s electronic era, also know how to write a short email subject line that contains the pitch’s news hook. Be able to set up your client’s story in one sentence and back it up with a few key details. And use hyperlinks rather than long scrolling messages.   

The subject of influencing these three groups – clients, spokespeople and reporters – are blog posts in their own right, but the tips offered here should help. Ultimately, influencing target audiences is as close to a three-word definition of the entire public relations profession as you’re ever going to get, so I would need to write a book to expand on that topic. And I’m too busy sweating, arm-twisting and thinking about client projects for that!

How to Make the Most of Editorial Calendars

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By Kristina Houck, Research and Online Content Specialist

Most reporters receive dozens – if not hundreds – of press releases and story pitches every day. So how do you get your release noticed? Send it when you know a reporter is seeking stories on a related subject. That’s how editorial calendars can help.

Editorial calendars are a great tool for public relations professionals to use to learn what types of stories media outlets publish and when. Editorial calendars outline the major editorial features that are planned for upcoming magazine and newspaper issues. If used correctly, they can help PR pros increase their chances of coverage.

It’s important to note that not all publications issue editorial calendars. But the ones that do are free and easy to obtain. Many publications have PDF versions of their calendars that can be downloaded from their websites. Editorial calendars are often found in the “advertise with us” section and included in media kits geared toward advertising and marketing professionals. If you don’t find the editorial calendar you’re looking for online, contact an editor at the publication to request one.

Once you obtain an editorial calendar, review it to decide when you should pitch your story idea. Look for issues that will feature topics related to those in your press release or pitch.

Ensure your pitch is truly relevant. Don’t pitch a publication just because your news is slightly related to the topics in the upcoming issue.

Also be sure to pitch with the publication’s deadlines in mind. Knowing the publication’s deadlines is one of the benefits of using editorial calendars, so remember to plan ahead! Pitch at least three to four weeks in advance for weekly publications and three to four months out for monthly publications.

Lastly, pitch your story to the appropriate person at the publication. Even if you pitch relevant news for a specific issue ahead of time, your release can be overlooked if you send it to the wrong contact. If you are unable to determine which editor or reporter to pitch to, contact the media outlet and ask to be directed to the appropriate contact for your story.

So for quick review, here are three tips when using editorial calendars to pitch:

1. Pitch relevant news

Use editorial calendars to learn when publications plan to publish topics related to your story.

2. Be aware of deadlines

Plan to pitch at least three to four weeks in advance for weekly publications and three to four months out for monthly publications.

3. Contact the appropriate person

Determine which editor or reporter would cover your story.

Happy pitching!

PR Executive Ranks No. 70 in Top 200 Jobs List

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By Kristina Houck, Research and Online Content Specialist

Where would you rank public relations jobs among other professions? CareerCast.com recently listed the top 200 jobs in 2012 and ranked public relations executive at No. 70.

The CareerCast.com team gathered data and scored jobs in five key categories: physical demands, work environment, income, stress and hiring outlook. The team added the scores to determine the rankings.

CareerCast.com scored PR executive at 855.00 with an income of $92,156.00. Although the stress levels for PR executives are high, the hiring outlook appears strong, which contributed to the profession’s decent ranking in the report. PR executives also have good work environments, according to the report. Last year, CareerCast.com ranked PR executive at No. 113.

As for the best job of 2012, software engineer ranked first with an overall score of 176.00 and an income of $88,142.00. Conversely, lumberjack ranked last with an overall score of 1776.00 and an income of $32,114.00.

See the 10 best and 10 worst jobs of 2012 below. Read the full article here.

The 10 Best Jobs of 2012

1. Software Engineer

2. Actuary

3. Human Resources Manager

4. Dental Hygienist

5. Financial Planner

6. Audiologist

7. Occupational Therapist

8. Online Advertising Manager

9. Computer Systems Analyst

10. Mathematician

The 10 Worst Jobs of 2012

190. Shoe Maker/Repairer

191. Broadcaster

192. Butcher

193. Dishwasher

194. Meter Reader

195. Waiter/Waitress

196. Reporter (Newspaper)

197. Oil Rig Worker

198. Enlisted Military Soldier

199. Dairy Farmer

200. Lumberjack

10 Dos and Don’ts for #PR Tweeters

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By Kristina Houck, Research and Online Content Specialist

Twitter is a must-use tool for people in the public relations industry. In 140 characters or less, you can share the inner workings of your agency, promote your clients’ messages, connect with reporters, network with others in the field and more. But make sure to think before you tweet. Here are 10 Twitter dos and don’ts so you can make the most of your tweets.

DO:

1. Tweet interesting information

The best way to gain followers and engage your audience on Twitter is to post interesting and useful content. Before you hit “tweet,” ask yourself if you would care about your message if you were a follower.

2. Engage fellow Twitter users

Social media gives you an opportunity to engage others, so engage! Ask open-ended questions, answer questions and give shoutouts to users who interact with you.

3. Respond timely

Respond to others in a timely manner when you are answering questions or engaged in a conversation on Twitter. Other users won’t interact with you if you don’t use proper Twitter etiquette.

4. Monitor keywords

Monitor keywords to find others to follow and interact with on Twitter. Monitoring keywords is also a great way to be aware of what others are saying about your agency and clients.

5. Have fun

Although Twitter is a great tool for work purposes, don’t think of tweeting as a chore. Have fun!

DON'T:

1. Tweet too much

You can lose followers by tweeting too much, so don’t spam them with constant tweets. Remember to only tweet interesting and relevant information.

2. Overuse hashtags

Hashtags are a great way to help others find information and encourage engagement, but don’t overuse them. #Using #too #many #hashtags #will #annoy #your #followers.

3. Use all 140 characters

A retweet is the highest form of compliment on Twitter. However, if you use all 140 characters, other users won’t be able to easily retweet your content. Make sure to leave space for “RT @yourname.”

4. Share too much

Although your tweets should show your personality, don’t be too personal on Twitter. Consider what is and isn’t appropriate to share with others.

5. Use poor grammar or spelling

Having a 140 character limit is no excuse for using multiple abbreviations. Don’t text your followers. Instead, represent your agency and your clients by maintaining a professional image and showing you can write well even when writing concisely.