Being a Know-it-All Isn’t Such a Bad Thing

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By: Molly Borchers, Sr. Account Executive

@MollyBorchers

The know-it-all: you know that person. It seems everyone has one or two in their life. The not-so-humble person who elicits an eye roll every time he/she begins to speak. The person who pontificates on everything, and the minute you bring up something new, they claim to have known about it yesterday. They’re annoying, right?

But in the field of communication, we have a responsibility to be know-it-alls in the least obnoxious way. What do I mean?

The other day, Chance Shay and I went to a presentation on influencer marketing where Mark Fidelman quoted Google’s Eric Schmidt, saying that every two days we create as much information as we did from the beginning of time up to 2003. Every day it seems that there is more and more information to be consumed, and it’s tougher and tougher to cut through the noise. That presents a challenge for marketers because it makes it more difficult to reach customers in a meaningful way. But it’s also a challenge because technology is forcing us to do more than ever before. We have to be the experts. We have to filter through the junk for our clients so they don’t have to. We have to be ahead of trends so we can present the best possible ideas for our clients. Phew!

It’s a tall order, but that’s why I make it a personal mission to be a know-it-all. And in the best way possible: you won’t find me bloviating at the water cooler. But I do like to share trends and important articles with my clients the second that they’re relevant. I also think it’s important to incorporate up-to-date information into my work in real-time so I’m serving clients to the best of my ability.

That means taking time daily to stay on top of it all. But I’m no magician and I don’t have a 25^th hour in my day. To make it work without being a time suck, I use a number of resources and work-hacks. Here are some of my favorites: 

·       

The Skimm: a daily enewsletter that skims the headlines & provides the most important information in a simplified manner.

·        The Muckrack newsroom: I visit this once a day to read the stories that are the most tweeted by major journalists.

·        To accompany that, I subscribe to the Muckrack enewsletter. I hate email newsletters just like any other schmuck. So if I sign up for one, I like it to do multiple things for me. This one also highlights the day’s most important news but it also reports on changes at major publications.

·        Newsle: enewsletter with news stories that feature your Facebook friends & email contacts. This serves as an alternate way to monitor for client stories, but it’s also a great tool for networking. What better way to reach out to a contact than by sending a quick note? “I saw your article in Forbes! Congratulations! And by the way, I’d love to catch up soon.”

·        Twitter lists: I have created twitter lists for media, colleagues in the industry, brands I’ve got my eye on, and clients/partners. I also get push notifications to my iPhone every time @BreakingNews tweets.

·        Feedly: the RSS reader of choice to keep up on all my favorite industry blogs, including but not limited to: Mashable, TechCrunch, PRDaily, All Things D, The Verge, Fast Company, Venture Beat, Forbes, NYT Bits, Inc., Waxing Unlyrical, Sarahsfav.es, Spin Sucks, Brian Solis, and more.

·        MediaGazer & TechMeme: MediaGazer aggregates the day’s top news stories and TechMeme does the same for the tech industry.

·        Cir.ca iPhone app: a beautiful iPhone app with the day’s top headlines, presented in a user-friendly format. Perfect for when I’ve got five minutes in between meetings or I’m waiting in line at the grocery store.

·        The Li.St: One of my favorite enewsletters from media veterans Rachel Sklar and Glynnis MacNicol (Huffington Post, Mediaite, Business Insider, Mediabistro). It comes out only a few times a week, but I read it to the end every time.

·        TED and NPR iPhone apps: I only have time to consume my beloved TED talks or NPR while I’m driving, running, or at the gym. These apps make it possible.

What are some of your favorite tools for being a know-it-all? Feel free to tell me in the comments. 

Why You Should Use Infographics to Communicate Visually

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By Vincent Derama, Design Specialist 

For a business, it is important to send the right message to your audience, but it is equally important that the audience can understand your message. After all, not everyone is an expert. Today, any individual can access the Internet and find very specific answers to very specific questions, but if their questions involve you or your message, how do you know that they’ll remember that information?

Information graphs or “infographs” are visual tools that communicate information simply and aesthetically. They take profuse and in-depth knowledge and present it clearly and concisely through visual representation. Infographs typically contain statistical information about a specific topic or field of work, but have also been adapted to communicate themes and ideas as well.

The value of infographics as a communication tool can be attributed to the way our brain processes information. For instance, right now you’re reading this article, line by line, taking in everything in the chronological order it was written. Because we read in a linear pattern, our brain cannot process information faster than we can supply it. The brain can process visual information up to 60,000 times faster than text, however. When you look at a picture of, let’s say a beach, every element of the photo is interpreted simultaneously, so you know the image is of a beach. Even when viewed separately, say separate images of palm trees, sand, or waves, you can infer that a beach is connected to these themes. However, after just describing a beach to you, you had to process that information linearly (e.g. palm trees -> sand -> waves = probably a beach).

Infographics are a valuable communication tool. When communicating with your audience, as a business or otherwise, an infograph brings a level of professionalism and expertise in a given topic through your ability to clearly convey complex data or information. Additionally, people want more visual content. In fact, there has been an 800 percent increase in “infographic” searches on Google throughout the past two years. The viral potential for visual content is at its highest. Who knows, maybe your next infographic could be your breakout in Internet immortality.

5 Tips for Great Pictures

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By Kairee Luna, Design Specialist

One job that I truly love doing — no matter the circumstances, time required or pay — is one that I taught myself. It sometimes requires me to work outside in the cold or heat, roll around in dirt, and occasionally endure public humiliation. This is the life of a family photographer. I love what I do, and I’ve learned simple tips along the way that can help anyone take great pictures.

1. Edit photos sparingly.

Editing can enhance a photograph, but it can also detract from a photograph if done incorrectly. Editing should emphasize the good that already exists. Whenever I edit a photo, I try to keep it looking  as natural as possible while still making it "pop." I do so by adjusting lighting, saturation and contrast. Many beginners over contrast, or over or under saturate an image. It's fun to experiment with filters, so it's easy to go overboard. Still, the best photos are the ones that look natural, with the main focus on the subjects, not the strange colors and dark shadows that may exist around them. Now if you're going for artful or abstract photography, that's another story.

2. Don't be afraid to embarrass yourself.

If you're photographing children and want their attention, you'll need to act a little goofy to get them to laugh. During one of my recent shoots, I spent a good portion of the session making popping sounds with my mouth. And don't be afraid to sing if you have to. Luckily for me, I now have a partner who accompanies me on my shoots to take over the embarrassing battle of making silly faces for the kids. However, that task never truly ends.

3. Don't over or under pose your subjects.

My biggest weakness as a photographer is not knowing appropriate pose techniques. This can lead to awkward pauses where I attempt to think of something quick and on the spot, which may not make for the smartest decisions. At the same time, I believe this is also one of my strengths as it allows me to capture the moments I do. I don't strive for perfection; I strive for the raw and natural. You'll rarely see me move a client's arm to the small of his wife’s back, or tilt a child's head to get the very best angle. Sure, I'll give my clients loose direction and make sure they're all facing the camera, but I allow them to pose how they want. And when a family laughs, or a child runs off to play on their own, they become the best moments to capture. If a client doesn't feel comfortable, you'll sense it in a photograph. Likewise, if they're caressing their boyfriend's cheek in a way they wouldn’t in real life, it’s awkward for everyone. Sure, the photo might look awesome and resemble a romantic novel cover, but it doesn't reflect the personalities of the people in it. 

4. It's not the camera or equipment that makes a great photographer, it's the person behind the lens.

My biggest pet peeve is when someone compliments an awesome photograph, but then follows up by saying, "What kind of camera do you have? It takes great photos!" I shoot with the bare basics — a camera body and a 50mm camera lens, no fancy flashes, accessories or even top-of-the-line lenses that might separate me from looking like a hobbyist on a regular day. But if a photographer knows how to use their camera, frame an image and work with their subjects, it doesn't matter how old or basic the camera is. The photos will always turn out beautifully. And just because someone has better or newer equipment, doesn't mean their photographs will be any better than your own. 

5. Practice, practice, practice.

Photography is a skill you'll never stop learning, and the more you do it, the more you'll grow as a photographer and develop your own style.

Movember Tips from a Dedicated Mo

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By Chancelor Shay, Account Executive

While at the supermarket picking up supplies for Thanksgiving, did you find yourself thinking, “What's with all these horrendous mustaches?” Those in the know can tell you it’s no coincidence you’re seeing more mo’s around this time of year as the annual fundraising challenge Movember is in full swing. If you didn't know, Movember is an annual month-long campaign where men grow out their Flavor Savers to raise money and awareness for men’s health issues, particularly prostate and testicular cancer. Proud participants, such as myself, build teams and set up online accounts where friends, family, colleagues and extended supporters can donate some of their hard-earned cash to help the cause.

In my third year, I’m hardly an expert. In fact, that’s not even the point. But I have learned a few things and while I was sharing some tips with NBC San Diego, I decided a more thorough list of pointers was warranted. These guidelines won’t help thicken your Lip Rug, or at least they didn't for mine, but they will help you get the most out of your efforts and have a lot of fun in the process.

Create the conversation! First and foremost, Movember isn't simply an excuse to don a 'stache, it’s a movement not only to help fund research to develop a cure or treatment for a disease that affects one in two men, it’s also to make preventative and proactive men’s health decisions mainstream and acceptable. When someone compliments your Mouth Brow, don’t just say thanks; take it a step further and create a dialogue which will help connect them with the movement. Hopefully, this will have a ripple effect where they start other conversations around men’s health issues (and mustaches) and it keeps going.

Solicit team members, not donations. There are plenty of people with their hand out asking for money and many times it’s for a worthy cause. But if you ask a friend to join your team, they now have a vested interest in the team’s success and bring with them resources and connections that benefit your team and the entire campaign. The more people spreading the message and encouraging donations the more funds your team will raise. It’s simple math.

Share your team’s successes. Fundraising 101 says you don’t actively solicit donations until you’ve raised more than half your goal. While that can’t be true for this type of campaign, apply that concept and announce when you or your team receives a donation. Everyone wants to be on the winning team, so showing your team is doing well will renew interest and excitement in your campaign.

Stay committed! For many new mo growers, there’s a stage of awkwardness where your mustache is beyond stubble, but visible enough to get a few weird looks. Don’t give up! Continue to groom and shape your Muzzy regularly. I promise, your efforts will be rewarded.

Get personal. Compassion rarely translates in the digital world, so stay away from an impersonal social media blast asking for money. While that can generate some donations from others you know that are already passionate about the cause, it won’t inspire others who are yet to care. Talk about it when catching up with friends during happy hour. Your contagious enthusiasm will be more effective in getting friends on board and willing to open up their wallet.

Don’t forget the mo sistas! Just as NFL players don pink in support of Breast Cancer Awareness month, it’s important to include women in your team’s men’s health campaign and capitalize on the benefits that brings.

Say thanks! Say thanks for joining the team, spreading the word, generating donations…for everything! Everyone has 25 hours worth of obligations to fit into 24 hours. So when others create a blog post, send a shout out, even fill out the short form to join your team, they took time away from doing something else — not to mention disposable income is at a premium for most. Every dollar they donate to your campaign is a dollar they’re not saving for travel, using on a date with their significant other or spending on something else that makes them happy. That is worth a quick “thank you” note, right?

Have fun! Cookie Dusters are supposed to be fun, especially for those who don’t rock them year round. So get creative and have some fun with it. Personally, I like to name my mo and adopt a fitting persona. This year I've named it The Errol, after Errol Flynn, whom some say I resemble. I have to admit, I feel like I walk around with a certain air of Old Hollywood pizzazz and sophistication now that The Errol has graced my upper lip. Not to mention, every major city in the U.S. holds an end of Movember party. Hope to see many of you at the SD gala.

These tips are tried and proven, and great to keep in mind during your Movember efforts. But there are other Movember related problems that will arise…such as how to deal with the throngs of women infatuated with your Crumb Catcher. I don’t have a tip for that, but I imagine you’ll figure out a good solution. And to my mustache’s biggest fan: Sorry, but this thing is gone when the calendar flips to December, Mom. 

Best Practices for Media FAM Trips

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By Rebecca Chappell, Account Executive

Facilitating a FAM trip – a free or reduced-rate trip offered to travel professionals to familiarize them with what a destination has to offer – is a great opportunity to build relationships with media as well as provide an experience that they can recreate for their audience.

In the case of our client Wuksachi Lodge, a full-service hotel nestled in the heart of Sequoia National Park and operated by Delaware North Companies Parks & Resorts, our FAMs have focused on what sets the hotel and surrounding area apart from other destinations. By customizing itineraries that showcase unique seasonal and year-round elements (versus one-off news items that have a quick shelf life), we are able to host media from short and long-lead outlets simultaneously. This is important, as long-lead magazines and television shows typically plan two months to a year in advance.

Executing a successful FAM trip requires a great deal of organization and there are a number of items to consider from start to finish. Here are just a few preliminary steps that will help ensure smooth sailing once guests are onsite:

Consider Timing and Resources

You need to first decide on dates for the trip, length of stay and the appropriate number of guests. Media generally prefer midweek to weekends and at least a two-night stay. Avoid holidays if possible. When contemplating how many guests to accommodate be sure to think about sightseeing opportunities. Will your guests walk or do you have a passenger van and trusted driver? And don’t overlook potential weather issues! If it rains on your outdoor activity or a heavy snow shuts down a thoroughfare, what’s the contingency plan?

Design an Invitation

Your invitation serves as pitch to entice media. In addition to the five W’s – who, what, why, when and where – it should convey the answer to the question: What’s in it for me? With all the invitations travel media receive to explore various destinations throughout the world, what makes yours worth saying “Yes!” to?

Find Qualified Participants

A great way to attract media to your FAM is to send your invitation through a professional database that specializes in the travel journalism. But just because someone accepts your invitation doesn’t mean you have to book them as part of the FAM. As part of the qualifying process you’ll want to request credentials, writing samples, links to published articles, etc. You can also pick up qualified leads from trade publications, sales and trade show activity and referrals.

Create an Itinerary

A well-thought out itinerary is imperative. Sightseeing destinations in Sequoia National Park, for example, are a great distance apart. Many require a vehicle as well as walking time. This is the sort of thing that needs to be accounted for when trying to get a media group to a tour on time. Also imperative is providing plenty of down time between activities. Sure, you want to showcase the place, but don’t pack the daily schedule so tight that media have no time to rest or explore at their own pace.

Supply Travel Tips

Before media depart for your destination you'll want to send them a list of travel tips, from driving and/or flight directions to important phone numbers to all the localized things in between. Since there are no gas stations within Sequoia National Park, we provide a list of the last gas stations you can fill up at before ascending the mountain. Because Sequoia is home to black bear, we provide bear safety information. And, as weather in the mountains can be unpredictable, we always offer suggestions for what to wear and what to pack.

These tips merely scratch the surface of what it takes to pull off a successful FAM trip. They do require a lot of organization in advance, but the results can be very beneficial for a client when all goes well!

5 Interview Tips for Those Searching for Their First Internship

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By Leah Reyes, SDSU Public Relations Senior

As a student who has never had an internship, you tend to convince yourself that there’s no way you’ll get an internship because you have “no experience,” right? Wrong!

With the help of my mentors at school and spending hours on my resume and cover letter, I was able to land a summer internship with (W)right On Communications. And guess what? It’s my first internship. It is possible, ladies and gentlemen! Here are a few tips on how to survive – and hopefully conquer – your interviews when searching for your first internship:

1. Educate yourself about the organizations you apply for.

Before you start perfecting your resume and cover letter, make sure you know what the organization is about, what they’re looking for and what they value. Check out their website, blog and social media accounts. This is really important because you might learn that although you’ve heard awesome things about an organization, it’s not exactly for you.

It will also make you stand out from everyone else when you get to the interview and you reference what you already know about the organization. When Elyse Charlesworth, (W)right On’s account coordinator,  interviewed me, she was happy to know that I took the time to look at the agency’s website and blog.

2. Cater your resume and cover letter to a specific organization.

No generic cover letters or resumes! This is one of the most important things I have learned. You should have multiple applications for multiple organizations. After I researched (W)right On Communications, I learned their values and made sure to incorporate them in my cover letter and resume.

Be sure to study the internship description so that your cover letter and resume reflects what the organization is looking for. Employers don’t like generic cover letters because it doesn’t show that you want to work with them, specifically. It looks like you’ll take any internship just to have an internship, which is not good.

Also, don’t forget that when you email employers with your attached application, the actual email message has a lot of power! Employers might not open your attachment if your email message doesn’t impress them. Cater the email to them, too!

3. Writing samples set your application apart from the rest.

When Elyse contacted me to schedule an interview, she said that my writing samples impressed her. I used my writing samples from school and attached it to my resume and cover letter. Before I attached my samples, I had multiple people look them over, and I made sure the samples were appropriate for (W)right On Communications. I’ve never had an internship, but my samples from school were enough to get me an interview. If you don’t have anything from school you’d want to share, you can write something yourself, like a blog or a mock news release.

4. Practice interviewing with friends and family.

Whether you have someone pretend to interview you or you practice alone, it really helps to talk out loud! I had a list of interview questions that I practiced with my friends. This helped me master how to answer questions. The first time you answer a question isn’t always perfect, which is why you should practice to make your answers sound awesome. The way you answer a question is more powerful than what your answer is. By practicing, you will become more confident and less nervous.

I had a couple interviews prior to my interview at (W)right On. Both times, I was asked about my strengths and weaknesses. This is an important question to prepare for. It is probably one of the most asked questions in any interview because it wraps up who you are in a few sentences. Practice, and before you know it, doing interviews will be one of your strengths!

Don’t forget to tell the interviewer what you can contribute to the organization’s success. The purpose of an interview is to prove that if you get the position, you can contribute your creativity and talents. Highlight your strengths and don’t be generic!

5. Ask questions at the end of the interview.

I have heard from many professionals that their biggest “turn-off” is when they finish an interview and ask the applicant, “Do you have any questions for me?” and the applicant says, “no.”

Ask questions that show your interest in the organization and in the person who is interviewing you. I made a list of questions to ask Elyse when she asked that final question. Here are a few questions I asked:

• What is a typical day at (W)right On Communications?
• What is your favorite part about working at (W)right On Communications?
• What is your least favorite part about working at (W)right On Communications?
• How did you end up at (W)right On Communications?
• What got you interested in public relations?

These tips won’t guarantee that you will get an internship, but I can guarantee that they will make you a stronger applicant. I can also guarantee that by following these five tips, you will become more confident in applying to organizations and doing interviews. Interviewing for your first internship is definitely intimidating, but if you do everything you can to highlight your skills, you will land that first internship before you know it! Trust me, it’s not as bad as you think! 

Journalism Skills for a PR World

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By Kristina Houck, Research and Online Content Specialist

Thinking about leaving the newsroom for the PR world?

Many reporters successfully make the transition into public relations. (Several of us on the (W)right On team have a journalism background.) To do so, you’ll need to learn about the field and obtain new skills. Still, you will find more than a few journalism skills useful in your new career. Here are the top four:

Write well

Although you will be doing much more than writing as a public relations professional, you’ll still depend on your excellent writing skills to succeed. As a reporter, you’ve likely received a number of news releases that read like sales pitches or user manuals. Because of your writing and editing experience, you will know how to present the facts without the frills while making sure your client’s message is compelling, but also accurate and clear.

Communicate effectively

Your interview skills will come in handy in the PR world, which actually requires a lot of time listening to clients as you come up to speed on their industries, business models and products or services. Instead of speaking with sources on the phone, you will pitch to media. To get your client’s message across, you will need to know how to communicate effectively with others.

Understand newsworthiness

As a reporter, you’ve had years of experience pitching story ideas to your editor. You’ve also received countless phone calls and emails from PR pros looking to get their stories published. Therefore, you understand what gets published and what doesn’t. You also understand what makes the front page and what receives a brief mention. Understanding newsworthiness can help you relate a client’s message to a current events story or a larger trend piece so your story gets picked up.

Work on deadlines

Reporters know a thing or two about deadlines. You’ll need to manage your time as a PR professional, too. Instead of working on multiple stories with different deadlines, you will work on multiple accounts with different expectations. Many PR firms require account executives to document the time they spend on each account, so be sure you use your time wisely.

Happy job hunting! Oh, and if you’re actively seeking a new opportunity, check out ours at (W)right On Communications: http://www.wrightoncomm.com/careers.htm

Communications Tips from the Team

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By Kristina Houck, Research and Online Content Specialist

Whether you are an intern starting out at an agency or a seasoned PR pro, you should always keep learning to better your craft.

In (W)right On’s latest newsletter, each of our team members provided a tip to share with others in the communications industry. Read these helpful tips from our team and share your favorite tips below.

1. Keep it Simple

"As communicators, we need to break through the clutter to be heard. Keep your message simple and direct if you want it understood."

-Julie Wright, President & Founder

2. Communication is Key

"Good communication is much more than meets the eye. Like law, medicine, fire fighting and sky diving, it's not something we should wing and hope for the best."

-Grant Wright, CEO & Managing Partner

3. Know Your Audience

"Getting a story covered by media is often the result of months of relationship building. Knowing what topics a writer doesn't cover is just as important as knowing what they do cover."

-Rebecca Chappell, Account Executive

4. Update Your Media Lists

"Newsrooms and editorial teams are constantly changing. Refresh your media lists often so they reflect the most current contacts."

-Chancelor Shay, Account Executive

5. Follow Up

"Most reporters receive hundreds of emails every day. After you send an initial email, make sure to follow up with your contacts by phone to ensure your pitch is heard."

-Maureen Legg, Account Executive

6. Proof Your Work

"For accuracy of written materials, make sure at least two people proof your work before it is sent to clients or the media."

- Elyse Charlesworth, Account Coordinator

Five tips for a great agency relationship in 2010

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In the spirit of the season, here are five back-to-basics resolutions for organizations working with agencies. We hope these are common sense to most people, but sometimes the easiest things are the first to be forgotten.

Please feel free to contribute your suggestions. And it goes both ways. Resolutions for agencies are welcome too!

1. Communicate

If you expect a busy quarter ahead or will be consumed with a project, let your agency partners know. Please don't go dark for weeks and even months at a time in the middle of projects. And avoid following such periods of silence with firedrills where everything is now needed all at once. Your agency prides itself on being responsive and making the impossible happen for you, but it can be done better and for less money with a little planning and communication. That's how everybody wins!

2. Don't box people in

Boxes are made for moving and jewelry (though I like the latter best). Neither is meant for people. The more you box in a person or team, the less you get from them. Stay open to ideas. Containing people contains results. 'Nuff said.

3. Help us help you

Think of your agency as an extension of your team. The same way you would tell internal employees of a new venture, product or hire, tell the agency. Even if it's just a quick FYI email or a simple cc or bcc. It will help the agency better understand and manage your communications needs and reach your goals. It will also save you time (a.k.a budget) down the road.

4. Choose the appropriate contact person

Designate a primary contact for your agency representative but be sure that individual is given at least some responsibility for decision making and accountability for agency communications and the PR program. If the designated contact is not made accountable or is not qualified to be so, we guarantee that items 1 through 3 above are not happening either.

5. Make time for face time

Your agency wants to meet with you. Email is an interim solution for agency-client communications and not the permanent solution. Your agency also wants to see the technology demonstrated, taste the new menu, and experience the new service. If you want the agency to sell the concept to your stakeholders, allow time for in-person and hands-on meetings.

Remember, a good agency is here to help you achieve your goals and help identify ones that you might not have thought of yet.