tag:blogger.com,1999:blog-209108412024-03-13T16:39:41.855-05:00San Antonio: Byline BlogGroup blog of the Public Relations Society of America in San AntonioKami Huysehttp://www.blogger.com/profile/13163475642992019069noreply@blogger.comBlogger423125tag:blogger.com,1999:blog-20910841.post-31982693042448307852013-04-30T09:37:00.000-05:002013-04-30T09:37:10.534-05:00What I’ve Learned from Doing TV Interviews<blockquote style="-webkit-text-size-adjust: auto; -webkit-text-stroke-width: 0px; background-color: white; color: #222222; font: 12px arial, sans-serif; letter-spacing: normal; orphans: 2; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px;" type="cite">
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By: Laura Calderón, Communications Consultant</div>
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In October 2012, our chapter was fortunate to host Dr. Joe Trahan, APR, for our annual workshop. He focused on that dreaded PR function—the tough on-camera media interview.</div>
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I played investigative reporter and conducted mock interviews with workshop participants. Feedback was positive and confirmed how important spokesperson skills are for our profession.</div>
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For almost nine years, I served as a spokesperson for a large tax-funded organization. We handled the two most precious things in a person’s life—their children and their money—topics that frequently brought reporters to my office. In the spirit of Dr. Trahan’s workshop, here are my two cents on what I learned during those years of doing media interviews.</div>
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<b>Think like a reporter</b>. Become a TV news junkie and watch investigative reporters like a hawk. Listen to the types of questions they ask. After a while, you’ll pick up their pattern and be able to anticipate most reporters’ questions. If you really get into this, check out <a href="http://www.ire.org/" style="border-bottom-style: none; border-left-style: none; border-right-style: none; border-top-style: none; color: #1155cc;" target="_blank">www.ire.org</a>, the Investigative Reporters and Editors organizational web site, for a look into the mindset.</div>
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<b>Do your research and know your subject matter.</b> Assume the role of reporter as you gather information within your organization. Probe the weaknesses in your case because the reporter will do the same. Watch the Sunday morning political news shows—these are especially good for examples of bridging to key points. Part of your research should include knowing the reporter’s style. This is another good reason to watch the local news.</div>
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<b>Be ready for questions that are likely to come</b>. Quite often, the reporter’s opening question is, “What happened?” This is your opportunity to lay out your story as you want it told. In an interview about an organizational blunder, a reporter often asks, “What are you going to do to make sure this doesn’t happen again?” Be ready to highlight the positive steps your organization is taking. At the end of an interview, the reporter is likely to ask you, “Is there anything else you’d like to add?” Repeat or deliver your most important messages. Quite often, this is the sound bite that gets aired.</div>
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<b>Practice your interview with another person acting as the reporter. </b>Doing a good interview is like playing a sport—practice makes perfect. In addition to good research, practice is the single most critical piece to managing an interview. It gives you confidence and the simulation can show you where you are strong as well as weak. For years, New York City Mayor Giuliani and key staff set aside one day per month to practice their communication skills. So when Sept. 11 came, his communication skills were honed.</div>
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<b>Don’t be afraid to hold your ground with the reporter when it makes sense</b>. In general, you want to cooperate as much as possible with the reporter. But sometimes this can work against you. If a reporter wants to interview you outside in 100 degree weather with the sun in your face, it is OK to say no and do it inside. But remember, politeness is key!</div>
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<b>Sometimes a reporter really is unfair and biased.</b> This is a tough one because it is difficult to prove and media outlets view this complaint like the boy that cried wolf. There are no pat answers on what to do. One approach is to give in and try to limit your story to as few news cycles as possible. Or you can play hardball PR—check out Rusty Cawley’s book “Hardball PR: How to Get Tough with ‘Investigative’ Reporters.” I have filmed an investigative reporter’s interview and then posted the full interview on our web site because our comments were highly edited. Reporters say this doesn’t work, but I can tell you it can. In another case, we presented hard evidence of the reporter’s bias to the TV station’s news director, general manager and legal counsel. They were skeptical and dismissive until the irrefutable proof came out. We were lucky to have evidence. Tread carefully because there is truth to the old adage of never doing battle with people who buy ink by the barrel.</div>
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<b>Provide written background if the subject matter warrants it.</b> If your topic is complex, a brief write-up helps their understanding and prevents reporting errors. This is helpful when your story depends on statistics, legal references or processes, or chronology.</div>
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<b>The ambush interview is frightening.</b> Here’s what I know from one local TV news outlet. This outlet will only ambush you if you have refused their request for an interview and after their legal department has given the OK. So if you refuse an interview, check the bushes for lurking reporters. One of my favorite blogs, <a href="http://www.mrmediatraining.com/" style="border-bottom-style: none; border-left-style: none; border-right-style: none; border-top-style: none; color: #1155cc;" target="_blank">www.mrmediatraining.com</a><wbr></wbr>, advises: “…the reporter is after one thing: A great visual that makes you look guilty. If you respond with defensiveness, anger, or shock, the news outlet will run the tape of your bad reaction repeatedly, often for days<b>.</b> You win an ambush by denying the reporter a great visual. If you’re ever ambushed, remember the advice offered in that old deodorant ad: Never let ‘em see you sweat. By remaining calm, you can prevent reporters from getting the compelling ‘money’ shot they desire.”’ Check out the blog for more advice.</div>
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These tips have served me well. I hope that they will do the same for you.</div>
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Monica Faulkenberyhttp://www.blogger.com/profile/04869531962857742344noreply@blogger.com6tag:blogger.com,1999:blog-20910841.post-91869811945706515862013-04-03T15:00:00.000-05:002013-04-03T15:00:30.216-05:00Media Wildfire<div class="MsoNormal" style="margin: 0in 0in 0pt;">
<span style="font-family: Calibri;">By Tanya Ledesma<o:p></o:p></span></div>
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<span style="font-family: Calibri;">UTSA PRSSA<o:p></o:p></span></div>
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<span style="font-family: Calibri;">My first experience at a PRSA luncheon was fun, educational, and I won a raffle (not too shabby, huh?). I had the pleasure of meeting an awesome group of individuals from fields including: news, organizations, and businesses. And like me, these individuals wanted to know more about how to catch the interest of the public.<o:p></o:p></span></div>
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<span style="font-family: Calibri;">Nathan Cone, director of marketing and digital content at Texas Public Radio, spoke about how we can create content on our blogs, websites, social media, etc. worth sharing. He explained that at the radio station, there are three channels they use to create engaging content for the public: on-air, online, and through public programming. Along with these programming types there are several types of stories that can engage an audience:<o:p></o:p></span></div>
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<span style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;"><span style="font-family: Calibri;">1.</span><span style="font: 7pt 'Times New Roman';"> </span></span></span><span style="font-family: Calibri;">Place explainers<o:p></o:p></span></div>
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<span style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;"><span style="font-family: Calibri;">2.</span><span style="font: 7pt 'Times New Roman';"> </span></span></span><span style="font-family: Calibri;">Crowd pleasers<o:p></o:p></span></div>
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<span style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;"><span style="font-family: Calibri;">3.</span><span style="font: 7pt 'Times New Roman';"> </span></span></span><span style="font-family: Calibri;">Curiosity stimulators<o:p></o:p></span></div>
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<span style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;"><span style="font-family: Calibri;">4.</span><span style="font: 7pt 'Times New Roman';"> </span></span></span><span style="font-family: Calibri;">News explainers<o:p></o:p></span></div>
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<span style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;"><span style="font-family: Calibri;">5.</span><span style="font: 7pt 'Times New Roman';"> </span></span></span><span style="font-family: Calibri;">Major breaking news<o:p></o:p></span></div>
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<span style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;"><span style="font-family: Calibri;">6.</span><span style="font: 7pt 'Times New Roman';"> </span></span></span><span style="font-family: Calibri;">Topical buzzers<o:p></o:p></span></div>
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<span style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;"><span style="font-family: Calibri;">7.</span><span style="font: 7pt 'Times New Roman';"> </span></span></span><span style="font-family: Calibri;">Feel good smilers<o:p></o:p></span></div>
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<span style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;"><span style="font-family: Calibri;">8.</span><span style="font: 7pt 'Times New Roman';"> </span></span></span><span style="font-family: Calibri;">Provocative controversies<o:p></o:p></span></div>
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<span style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;"><span style="font-family: Calibri;">9.</span><span style="font: 7pt 'Times New Roman';"> </span></span></span><span style="font-family: Calibri;">Awe-inspiring visuals<o:p></o:p></span></div>
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<span style="font-family: Calibri;">Cone continued with the three ways they at TPR tell a story: on-air promotions, through social media, and with outside marketing. As the luncheon went on, and my food slowly began disappearing from my plate, I found myself thinking about how everything I do on a daily basis in social media (Facebook, Twitter, Instagram, etc.) is exactly how PR is adapting to expand its horizons. After a few more examples on storytelling, it was dessert time! For the final course, Cone served up seven steps on how to dominate Twitter. <o:p></o:p></span></div>
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<span style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;"><span style="font-family: Calibri;">1.</span><span style="font: 7pt 'Times New Roman';"> </span></span></span><span style="font-family: Calibri;">Identify your focus<o:p></o:p></span></div>
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<span style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;"><span style="font-family: Calibri;">2.</span><span style="font: 7pt 'Times New Roman';"> </span></span></span><span style="font-family: Calibri;">Compile your twitter source and influencer list<o:p></o:p></span></div>
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<span style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;"><span style="font-family: Calibri;">3.</span><span style="font: 7pt 'Times New Roman';"> </span></span></span><span style="font-family: Calibri;">Tweet with pace and consistency<o:p></o:p></span></div>
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<span style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;"><span style="font-family: Calibri;">4.</span><span style="font: 7pt 'Times New Roman';"> </span></span></span><span style="font-family: Calibri;">Live tweet events<o:p></o:p></span></div>
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<span style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;"><span style="font-family: Calibri;">5.</span><span style="font: 7pt 'Times New Roman';"> </span></span></span><span style="font-family: Calibri;">Use hashtags(when the time is right)<o:p></o:p></span></div>
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<span style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;"><span style="font-family: Calibri;">6.</span><span style="font: 7pt 'Times New Roman';"> </span></span></span><span style="font-family: Calibri;">Have conversations<o:p></o:p></span></div>
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<span style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin;"><span style="mso-list: Ignore;"><span style="font-family: Calibri;">7.</span><span style="font: 7pt 'Times New Roman';"> </span></span></span><span style="font-family: Calibri;">Share your work with important people.<o:p></o:p></span></div>
<span style="font-family: 'Calibri','sans-serif'; font-size: 11pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: 'Times New Roman'; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">As the luncheon began to wind down, Cone said something that got me thinking. “You are a curator for information. You need to be actively engaged so that the readers know you are reliable for the subject matter you do, and make it so that people can read it, but not too simple where you use abbreviations or emoticons.” This rang true to my own experiences. With blogs, tweets, and Facebook updates I’ve read, the content has been readable, yet not anything like how my friends tweet or post. They are simple and don’t feel like a PSA or commercial. All in all I was very grateful in having the opportunity in going to the PRSA luncheon and encourage current and prospective public relations practitioners to attend one and learn from those whom have experiences we hope to one day have. </span>Monica Faulkenberyhttp://www.blogger.com/profile/04869531962857742344noreply@blogger.com0tag:blogger.com,1999:blog-20910841.post-25894231003045891412013-03-25T10:06:00.000-05:002013-03-25T10:12:30.179-05:00Creating Content Worth Sharing<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-size: 12pt; line-height: 115%;"><span style="font-family: Calibri;">By: Delisi Araceli Duarte<o:p></o:p></span></span></div>
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<span style="font-size: 12pt; line-height: 115%;"><span style="font-family: Calibri;">This month, Nathan Cone, Texas Public Radio’s director of marketing and digital content, was the guest speaker at the PRSA luncheon at The Bright Shawl. His presentation discussed three ways to tell a story, nine types of ways to engage an audience, and seven steps to Twitter dominance. <o:p></o:p></span></span></div>
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<span style="font-size: 12pt; line-height: 115%;"><span style="font-family: Calibri;">As a social media lover with 827 Twitter followers, I found the seven steps to Twitter dominance most interesting. I had been wondering what to do in order to join the ranks of highly-successful Twitter accounts with several thousand followers, and often asked: <i style="mso-bidi-font-style: normal;">Is there a method to this? Should I try to be more entertaining? Am I tweeting too much? Should I use more hashtags?</i> <o:p></o:p></span></span></div>
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<span style="font-size: 12pt; line-height: 115%;"><span style="font-family: Calibri;">Cone’s presentation quickly helped me realize my problem might be that I do not address or focus on anything specific. My tweets vary from humor, to pictures of my Maltipoo using Instagram, to breaking entertainment news, to the problems that occur when planning a wedding, and everything in between. Rarely do I engage in a conversation on Twitter (one of Cone’s seven steps), unless it is with someone that I know. I had my “ah-hah” moment when Cone listed the final step in Twitter dominance. <i style="mso-bidi-font-style: normal;">Share your work with important people.</i> <o:p></o:p></span></span></div>
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<span style="font-size: 12pt; line-height: 115%;"><span style="font-family: Calibri;">When I became President of the PRSSA Chapter at UTSA, I made it a point to follow other PRSSA presidents and Twitter accounts that focused on leadership. Every leadership account I followed had an audience of several thousand, and I quickly found out why. I found almost every tweet valuable. Here’s how it went: I learned something, tried to apply it to myself and shared it with others. “Ah-hah!” I started to interact with the Twitter accounts with several thousand followers by sharing their information, and I saw an almost immediate response. The tweets with substance, from accounts that had value and importance, helped the performance of my own Twitter account in ways I never realized. <o:p></o:p></span></span></div>
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<span style="font-size: 12pt; line-height: 115%;"><span style="font-family: Calibri;">Sometimes the answer is right in front of you and you never even realize it. In my case, Cone’s presentation helped me realize I have the tools to dominate Twitter—it is just a matter of using them wisely. </span></span></div>
Monica Faulkenberyhttp://www.blogger.com/profile/04869531962857742344noreply@blogger.com5tag:blogger.com,1999:blog-20910841.post-52396621290091717152013-03-19T14:00:00.000-05:002013-03-19T14:00:05.418-05:00Planning Events—PR Style<!--[if gte mso 9]><xml>
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<i><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">By Laura <span style="background: white; color: #222222;">Salkowski</span></span></i></div>
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<br /></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">As a communications student at UTSA and someone
aspiring to have a career in Public Relations, I'm always looking for valuable
information I can have in the future. At the February PRSA luncheon, I learned
tips of the trade from a panel of three PR professionals who plan events on a
daily basis. </span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">Speakers JoAnn Andera, director of the Texas
Folklife Festival; Monica Faulkenbery, APR, assistant director of
communications at Northside ISD; and Mari Gonzales, communications associate at
H-E-B, shared their personal experiences, planning guidelines, and tips for a
successful event. </span></div>
<div class="MsoNormal">
<br /></div>
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<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">From their presentations I learned that you can’t always
prevent the unexpected, but you can always prepare for it. When it comes to
small snags in an event program, it is best just to keep things moving along. </span></div>
<div class="MsoNormal">
<br /></div>
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<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">Faulkenbery
pointed out, “No one [in the audience] knows what is supposed to happen… So
just go with the flow!” Making staff assignments based on their capabilities can
help keep everyone calm when dealing with tricky event crises, said Andera. Gonzales
added that it is important to utilize all your resources, including personnel
staffing the event. </span></div>
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<br /></div>
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<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">I left the luncheon with pages of notes packed with
great event-planning information, but the top three things I learned about
planning PR events are:</span></div>
<br />
<ol>
<li><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;"><span style="mso-tab-count: 1;"></span>Know
your objectives and your audience.</span></li>
<li><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;"><span style="mso-tab-count: 1;"></span>If
it is a repeated event, keep it fresh and keep it new each time.</span><span style="mso-tab-count: 1;"></span> </li>
<li>Your
written plan is your best insurance plan. </li>
</ol>
<i>Laura Salkowski is a student contributor to the Byline Blog and is a student at the University of Texas at San Antonio. </i><br /><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;"></span>
Fran Stephensonhttp://www.blogger.com/profile/06764322750457506180noreply@blogger.com1tag:blogger.com,1999:blog-20910841.post-67366936647759635332013-03-13T17:24:00.001-05:002013-03-13T17:25:34.135-05:00Unintentional Internship<!--[if gte mso 9]><xml>
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<i><span style="background: white; color: #222222; mso-fareast-font-family: "Times New Roman";">By Ariana Michelle Bocanegra</span></i></div>
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<span style="background: white; color: #222222; mso-fareast-font-family: "Times New Roman";">I walked into my first PRSA luncheon at The
Bright Shawl on January 3. My appropriate business professional attire did
little to appease my nerves. I was nervous, but also excited at the opportunity
to interact with experienced public relations practitioners. </span></div>
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<span style="background: white; color: #222222; mso-fareast-font-family: "Times New Roman";">I didn’t know anyone at this luncheon but the
friendly atmosphere quickly became evident as everyone introduced themselves to
me when they checked in at the reception area. As people began filtering in, I
walked around the room selling raffle tickets to benefit the Marilyn Potts
Endowment Fund, which provides a scholarship to PR students at UTSA. I spoke
with PR professionals from H-E-B, San Antonio Area Foundation, Trinity and many
other places. I also met Terry and Angel from Alamo Area Council Boy Scouts of
America. Angel, communications and marketing director at the Boy Scouts, wanted
to buy a raffle ticket, but he didn’t have cash, so his co-worker Terry bought one
for him. While I was tearing the tickets and putting away money, Angel and
Terry told me about an internship position they were looking to fill for the
spring semester. I told them about my participation in PRSSA, and that I was
connected to a network of PR students who might be able to fill the position.
Angel gave me his card so that I could announce it to the other PRSSA members.</span></div>
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<span style="background: white; color: #222222; mso-fareast-font-family: "Times New Roman";">After I finished selling raffle tickets, I went
to find the seat I had saved before, and it turned out it was at the same table
as Angel and Terry! We continued our discussion about their internship
opportunity for the spring, and ended up scheduling a formal interview for the
position. A week later, I was sitting in my office at the Alamo Area Council
Boy Scouts of America, drinking coffee! I didn’t intend to land an internship
at the PRSA luncheon, much less look for a position, but it was a great
opportunity that I happened to stumble upon.</span></div>
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<br /></div>
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<span style="background: white; color: #222222; mso-fareast-font-family: "Times New Roman";">Both professionals and students benefit from the
PRSA luncheons. It's a great way to learn from those around you and create lasting,
meaningful professional relationships. I am going to continue to attend PRSA luncheons.
I am committed to the Public Relations profession and the San Antonio community
because of the networking opportunities provided by the local PRSA chapter!</span></div>
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<br /></div>
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<i><span style="background: white; color: #222222; mso-fareast-font-family: "Times New Roman";">Ariana Michelle Bocanegra is a student contributor to the Byline Blog and is a student at the University of Texas at San Antonio. </span></i><span style="color: #222222; mso-fareast-font-family: "Times New Roman";"></span></div>
Fran Stephensonhttp://www.blogger.com/profile/06764322750457506180noreply@blogger.com1tag:blogger.com,1999:blog-20910841.post-87984817994115537402012-11-29T11:30:00.000-06:002012-11-29T11:30:03.243-06:00Halloween Horror Stories<h3>
A Report from the October Professional Development Luncheon </h3>
by Monica Cuevas<br />
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<span style="font-family: "Times New Roman","serif";">The Nov.
1 PRSA luncheon, “Halloween Horror Stories: Real-Life Communication Mishaps”
was a delightful and entertaining experience. Throughout my coursework at UTSA
and during my internship, I have listened to several lectures on steps to take
when faced with a crisis. Listening to the real life stories of PR
professionals who have experienced hairy situations and how they were able to
turn them around offered wonderful examples of how to apply these lessons. </span></div>
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<span style="font-family: "Times New Roman","serif";">I particularly
enjoyed the story by Dee Dee Poteete, director of communications for the San
Antonio Convention and Visitors Bureau, where her team found themselves with no
light just before midnight as Anderson Cooper was about to go on air to feature
a San Antonio New Year’s celebration. As hearts where pounding, her team
thought quickly to come up with a solution. The team spotted a neighboring
party and reached out to them for help connecting to an electrical outlet. Cords
were thrown over a balcony and seconds before airtime lights illuminated
Cooper. Poteete’s story, as well as the many others told, shows how PR
professionals must be flexible to unexpected situations that occur even when
planning is well laid out.</span></div>
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<span style="font-family: "Times New Roman","serif";">Leaving
the luncheon I felt a sense of excitement knowing I would soon encounter the
challenge of experiences just like Poteete’s. Encouraged by the Halloween
spirit, the corners of my mouth perked up into a giant grin. As I walked out, I
couldn’t help but envision my opportunity to play PR superhero rescuing those
in need, if even for just a moment.<span style="mso-spacerun: yes;"> </span></span><br />
<br />
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Fran Stephensonhttp://www.blogger.com/profile/06764322750457506180noreply@blogger.com1tag:blogger.com,1999:blog-20910841.post-89132106991609595092012-11-23T16:03:00.002-06:002012-11-23T16:03:44.629-06:00Using CSR to Establish Credibility<!--[if gte mso 9]><xml>
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<br />
<div class="Body1" style="text-align: left;">
<span style="mso-hansi-font-family: "Arial Unicode MS";">By Randy Escamilla, APR</span></div>
<div align="center" class="Body1" style="text-align: center;">
<br /></div>
<div class="Body1">
<br /></div>
<div class="Body1">
<span style="mso-hansi-font-family: "Arial Unicode MS";">In 2004,
activists labeled The Clorox Company one of manufacturing's "dirty
dozen." They branded Clorox one of the nation's worst environmental
polluters.</span></div>
<div class="Body1">
<br /></div>
<div class="Body1">
<span style="mso-hansi-font-family: "Arial Unicode MS";">Two years
later, Clorox remained the only company in the super-packaged goods industry
that had not issued a Corporate Social Responsibility report. </span></div>
<div class="Body1">
<br /></div>
<h4 class="Body1">
<span style="mso-hansi-font-family: "Arial Unicode MS";">Green
Works or Greenwashing</span></h4>
<div class="Body1">
<br /></div>
<div class="Body1">
<span style="mso-hansi-font-family: "Arial Unicode MS";">Then in
2007, <span style="mso-spacerun: yes;"> </span>in an attempt to boost its green
credibility, Clorox acquired Burt's Bees and Green Works natural household
cleansing products. But critics charged Clorox, the bleach manufacturer, with
"greenwashing." Greenwashing is a term stamped on corporations who
make unsubstantiated claims about the environmental benefit of products,
services, or technology. </span></div>
<div class="Body1">
<br /></div>
<div class="Body1">
<span style="mso-hansi-font-family: "Arial Unicode MS";">After
critics continued a barrage of attacks, Clorox decided to respond. Clorox
realized it needed to tell its story. The Clorox corporate communications team
prepared a focus and a framework.</span></div>
<div class="Body1">
<br /></div>
<h4 class="Body1">
<span style="mso-hansi-font-family: "Arial Unicode MS";">Corporate
Response</span></h4>
<div class="Body1">
</div>
<div class="Body1">
<br /></div>
<div class="Body1">
<span style="mso-hansi-font-family: "Arial Unicode MS";">Clorox
began formalizing its CR (Corporate Responsibility) strategy, began conducting
surveys, and pledged to be accountable. Their strategy needed to be robust and
transparent. Clorox began telling its story. </span></div>
<div class="Body1">
<br /></div>
<div class="Body1">
<span style="mso-hansi-font-family: "Arial Unicode MS";">Clorox
bleach, the flagship product, not only kills germs and cleans clothes, but the
chemical makeup is made of the same compound as table salt and by the time it
goes down the drain 98 percent of the bleach has reverted to salt. </span></div>
<div class="Body1">
<br /></div>
<h4 class="Body1">
<span style="mso-hansi-font-family: "Arial Unicode MS";">Rebuilding
Reputation. </span></h4>
<div class="Body1">
<br /></div>
<div class="Body1">
<span style="mso-hansi-font-family: "Arial Unicode MS";">Clorox
issued its first sustainability report in 2010.</span></div>
<div class="Body1">
<br /></div>
<div class="Body1">
<span style="mso-hansi-font-family: "Arial Unicode MS";">It also
became the first cleansing manufacturer to voluntarily disclose all ingredients
in its company products.<span style="mso-spacerun: yes;"> </span></span></div>
<div class="Body1">
<br /></div>
<div class="Body1">
<span style="mso-hansi-font-family: "Arial Unicode MS";">Clorox
executives also wanted to establish credibility through results. </span></div>
<div class="Body1">
<br /></div>
<div class="Body1" style="margin-left: 0in; mso-list: l0 level1 lfo1; text-indent: -9.0pt;">
<span style="mso-bidi-font-family: Helvetica; mso-fareast-font-family: Helvetica; mso-text-raise: -1.0pt; position: relative; top: 1.0pt;"><span style="mso-list: Ignore;"><span style="font: 7.0pt "Times New Roman";"> </span></span></span><span style="mso-hansi-font-family: "Arial Unicode MS";"><span style="mso-spacerun: yes;"> </span>A survey found employee engagement at 88
percent. </span><span style="mso-text-raise: -1.0pt; position: relative; top: 1.0pt;"></span></div>
<div class="Body1" style="margin-left: 0in; mso-list: l0 level1 lfo1; text-indent: -9.0pt;">
<span style="mso-bidi-font-family: Helvetica; mso-fareast-font-family: Helvetica; mso-text-raise: -1.0pt; position: relative; top: 1.0pt;"><span style="mso-list: Ignore;"><span style="font: 7.0pt "Times New Roman";"> </span></span></span><span style="mso-hansi-font-family: "Arial Unicode MS";"> </span></div>
<div class="Body1" style="margin-left: 0in; text-align: left; text-indent: -9pt;">
<span style="mso-hansi-font-family: "Arial Unicode MS";">Suppliers must certify a code
of conduct to abide by human rights, provide a safe and healthy work environment, environmental stewardship, and follow ethical practices. </span></div>
<div class="Body1" style="margin-left: 0in; text-align: left; text-indent: -9pt;">
<br /></div>
<div class="Body1" style="margin-left: 0in; text-align: left; text-indent: -9pt;">
<span style="mso-bidi-font-family: Helvetica; mso-fareast-font-family: Helvetica; mso-text-raise: -1.0pt; position: relative; top: 1.0pt;"><span style="mso-list: Ignore;"><span style="font: 7.0pt "Times New Roman";"> </span></span></span><span style="mso-hansi-font-family: "Arial Unicode MS";">Repositioned the Brita water
filtration brand to help reduce plastic water bottle waste.</span></div>
<div class="Body1" style="margin-left: 0in; text-align: left; text-indent: -9pt;">
<br /></div>
<div class="Body1" style="margin-left: 0in; text-align: left; text-indent: -9pt;">
<span style="mso-bidi-font-family: Helvetica; mso-fareast-font-family: Helvetica; mso-text-raise: -1.0pt; position: relative; top: 1.0pt;"><span style="mso-list: Ignore;"><span style="font: 7.0pt "Times New Roman";"> </span></span></span><span style="mso-hansi-font-family: "Arial Unicode MS";">Making Clorox bleach
concentrated to reduce bottle size and increase store shelf space. </span></div>
<div class="Body1">
<br /></div>
<div class="Body1">
<span style="mso-hansi-font-family: "Arial Unicode MS";">Repacking Fresh Step cat
litter to reduce box size and increase store shelf space.</span><span style="mso-text-raise: -1.0pt; position: relative; top: 1.0pt;"></span><span style="mso-hansi-font-family: "Arial Unicode MS";"> </span></div>
<div class="Body1">
<br /></div>
<div class="Body1">
<span style="mso-hansi-font-family: "Arial Unicode MS";">As a
result, Clorox is using CSR to drive business. Already, it has seen a 40
percent growth in products that are sustainable. By 2013, Clorox has a goal of
reducing its operational<span style="mso-spacerun: yes;"> </span>footprint by 10
percent.</span></div>
<div class="Body1">
<br /></div>
<h4 class="Body1">
<span style="mso-hansi-font-family: "Arial Unicode MS";"> Walking
the walk</span></h4>
<div class="Body1">
</div>
<div class="Body1">
<br /></div>
<div class="Body1">
<span style="mso-hansi-font-family: "Arial Unicode MS";">Clorox set
out to inform stakeholders that what it's doing is true and transparent. </span></div>
<div class="Body1">
<br /></div>
<div class="Body1">
<span style="mso-hansi-font-family: "Arial Unicode MS";">Activists
groups, namely the Sierra Club and Greenpeace, have now partnered with The
Clorox Company.<span style="mso-spacerun: yes;"> </span></span></div>
<div class="Body1">
<br /></div>
<div class="Body1">
<span style="mso-hansi-font-family: "Arial Unicode MS";">Clorox
has also provided more than $20 million in contributions:</span></div>
<div class="Body1">
<br /></div>
<div class="Body1" style="margin-left: 0in; mso-list: l1 level1 lfo2; text-indent: -9.0pt;">
<span style="mso-bidi-font-family: Helvetica; mso-fareast-font-family: Helvetica; mso-text-raise: -1.0pt; position: relative; top: 1.0pt;"><span style="mso-list: Ignore;"><span style="font: 7.0pt "Times New Roman";"> </span></span></span><span style="mso-hansi-font-family: "Arial Unicode MS";">$15 million corporate product
donations (crisis response).</span><span style="mso-text-raise: -1.0pt; position: relative; top: 1.0pt;"></span></div>
<div class="Body1" style="margin-left: 0in; mso-list: l2 level1 lfo3; text-indent: -9.0pt;">
<span style="mso-bidi-font-family: Helvetica; mso-fareast-font-family: Helvetica; mso-text-raise: -1.0pt; position: relative; top: 1.0pt;"><span style="mso-list: Ignore;"><span style="font: 7.0pt "Times New Roman";"> </span></span></span><span style="mso-hansi-font-family: "Arial Unicode MS";">$3.3 million foundation cash
grants.</span><span style="mso-text-raise: -1.0pt; position: relative; top: 1.0pt;"></span></div>
<div class="Body1" style="margin-left: 0in; mso-list: l3 level1 lfo4; text-indent: -9.0pt;">
<span style="mso-bidi-font-family: Helvetica; mso-fareast-font-family: Helvetica; mso-text-raise: -1.0pt; position: relative; top: 1.0pt;"><span style="mso-list: Ignore;"><span style="font: 7.0pt "Times New Roman";"> </span></span></span><span style="mso-hansi-font-family: "Arial Unicode MS";">$1.5 million cause marketing.</span><span style="mso-text-raise: -1.0pt; position: relative; top: 1.0pt;"></span></div>
<div class="Body1">
<br /></div>
<div class="Body1">
<span style="mso-hansi-font-family: "Arial Unicode MS";">Also,
because nearly 100,000 people die annually from hospital-acquired diseases,
researchers at Clorox will focus on healthcare products; now it's fastest
growing market.</span></div>
<div class="Body1">
<br /></div>
<div class="Body1">
<span style="mso-hansi-font-family: "Arial Unicode MS";">"I
feel that public relations communications can really drive what we're
doing," said Kathryn Caulfield, The Clorox Company Vice President of
Global Corporate Communications, Corporate Social Responsibility, and Crisis
Management. </span></div>
<div class="Body1">
<br /></div>
<div class="Body1">
<span style="mso-hansi-font-family: "Arial Unicode MS";">"Transparency
is helping us set more aggressive goals. We use public relations to be more
strategic in how we talk about what we're doing," she said. </span></div>
<div class="Body1">
<br /></div>
<h4 class="Body1">
<span style="mso-hansi-font-family: "Arial Unicode MS";">Strategic
Move</span></h4>
<div class="Body1">
<br /></div>
<div class="Body1">
<span style="mso-hansi-font-family: "Arial Unicode MS";">On
October 15th at the PRSA 2012 International Conference in San Francisco, the
world's largest public relations gathering, The Clorox Company released its annual
report. Download it here at: </span><a href="http://www.blogger.com/blogger.g?blogID=20910841">www.annualreport.thecloroxcompany.com</a><u>.</u></div>
<div class="Body1">
<br /></div>
<div class="Body1">
<span style="mso-hansi-font-family: "Arial Unicode MS";">Transparency
and story-telling are building trust and establishing credibility through
results. </span></div>
<div class="Body1">
<br /></div>
<div class="Body1">
<i><span style="mso-hansi-font-family: "Arial Unicode MS";">Editor's
Note:<span style="mso-spacerun: yes;"> </span>Randy Escamilla, APR, was a
delegate to the PRSA Delegate Assembly. He holds a Master of Professional
Studies degree in Strategic Public Relations from the George Washington
University Graduate School of Political Management. You can reach him at </span><a href="mailto:rmeinsatx@gmail.com"><span style="color: black; mso-hansi-font-family: "Arial Unicode MS";">rmeinsatx@gmail.com</span></a><span style="mso-hansi-font-family: "Arial Unicode MS";">. </span></i><span style="color: windowtext; font-family: "Times New Roman","serif"; font-size: 10.0pt; mso-fareast-font-family: "Times New Roman";"></span></div>
Fran Stephensonhttp://www.blogger.com/profile/06764322750457506180noreply@blogger.com2tag:blogger.com,1999:blog-20910841.post-31453184056416683722012-07-24T13:59:00.000-05:002012-07-25T13:09:00.968-05:00San Antonio PRSA Loses PR Giant, Charlie Kenworthey, APR, Fellow PRSA<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: right; margin-left: 1em; text-align: right;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhnbH6POHucR_RTbcnnBr6Kf6oFkFYghkXHcRAyT5hkDVGB10s2-23tpdtnQwr769fTEzEhu8yQS_WZbGZut-aXhT42yRuJWNoxvomW4GRiCSTXuQBLgrCyEwKtmGCWIs3lSRg/s1600/Charlie-and-Dottie.png" imageanchor="1" style="clear: right; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhnbH6POHucR_RTbcnnBr6Kf6oFkFYghkXHcRAyT5hkDVGB10s2-23tpdtnQwr769fTEzEhu8yQS_WZbGZut-aXhT42yRuJWNoxvomW4GRiCSTXuQBLgrCyEwKtmGCWIs3lSRg/s1600/Charlie-and-Dottie.png" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Charlie with his wife, Dottie.</td></tr>
</tbody></table>
With the sad news of Charlie’s passing on Sunday, I’ve been reflecting on his wonderful contributions to our chapter, to the public relations profession and to me personally. What follows is adapted from a profile that our chapter published in 2005 on Charlie’s 80th birthday. (Please let us know if you’re the original author.) Information about his memorial service is <a href="http://www.legacy.com/obituaries/sanantonio/obituary.aspx?n=charles-warner-kenworthey&pid=158722309&fhid=7331#fbLoggedOut">online with his obituary</a> in the San Antonio Express-News with an online guestbook. <br />
<br />
Charles Kenworthey, APR, Fellow PRSA, reached many milestones both in years and accomplishments that few others have or ever will. He was one of the San Antonio PRSA chapter’s most active and valuable members.<br />
<br />
2005 marked Charlie’s 40th anniversary as a member of PRSA. And, nationally, he was one of only 130 members with that much active longevity in the organization. Locally, he served on the San Antonio Chapter’s board of directors as ombudsman into his 80s, lending his wide-ranging knowledge and expertise to solving problems for PRSA members. He brought a unique historic perspective to board discussions and helped guide strategy and decision-making on a regular basis.<br />
<div>
</div>
<div>
As the first-ever winner of the Chapter’s Del Oro Tex Taylor Lifetime Achievement Award, Charlie was recognized for pioneering the profession of public relations in many of the San Antonio organizations in which he has served. His professional achievements include:</div>
<ul>
<li>PR director, National Bank of Commerce</li>
<li>PR director, St. Mary’s University</li>
<li>VP of Communications for the Greater San Antonio Chamber of Commerce</li>
<li>Executive director of PR for USAA</li>
<li>Manager of the San Antonio office of Hill & Knowlton</li>
<li>President of BSM Consultants, Inc.</li>
<li>Commander of a Naval Reserve Public Affairs unit</li>
<li>Executive director of the Texas Public Relations Association</li>
<li>Twice president of San Antonio PRSA Chapter, 1971 and 1979</li>
<li>Elected to the PRSA College of Fellows</li>
</ul>
In addition to his professional career, Charlie amassed an incredible record of public service, using his public relations expertise to help others. For example, he helped raise millions of dollars for Santa Rosa Children’s Hospital. His fundraising skills resulted in the construction of a modern treatment center for people with cerebral palsy.<br />
<br />
As a mentor, Charlie’s sound advice, encouragement and good humor probably benefited hundreds of PR professionals over the years. He served on the chapter’s board of directors since before written records exist, and his latest title of PRSA ombudsman was created especially to enable his continued official involvement in chapter affairs. In addition to mentoring, Charlie was a staunch defender of the public relations profession against adverse treatment in the news media. <br />
<br />
Through hard work, outstanding standards of honesty and integrity over more than 40 years of professional and public service, Charles Kenworthey stood as a model for all PR professionals. <br />
<br />
Thank you for everything Charlie. Rest in peace our friend, mentor, leader and inspiration.<br />
<br />
Update: The San Antonio Express-News published a <a href="http://www.mysanantonio.com/news/local_news/article/Kenworthey-devoted-life-to-public-relations-and-3732248.php">story today</a> (July 25, 2012).<br />
<br />Christie Goodman, APRhttp://www.blogger.com/profile/13979896221561306684noreply@blogger.com3tag:blogger.com,1999:blog-20910841.post-71271680003478692812012-07-19T08:41:00.000-05:002012-07-19T08:41:15.438-05:00The "R" in PR<!--[if gte mso 9]><xml>
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<span style="font-family: "Arial","sans-serif"; font-size: 12.0pt;"><br /></span></div>
<div class="MsoNoSpacing">
<i><span style="font-family: "Arial","sans-serif"; font-size: 12.0pt;">By
Randy Escamilla, APR</span></i></div>
<div class="MsoNoSpacing">
<br /></div>
<div class="MsoNoSpacing">
<span style="font-family: "Arial","sans-serif"; font-size: 12.0pt;">The
PRSA-San Antonio chapter summer networking mixers are enjoying strong support
among members and future members. The </span><a href="http://www.awcsa.com/"><span style="font-family: "Arial","sans-serif"; font-size: 12.0pt;">Association for Women
in Communications</span></a><span style="font-family: "Arial","sans-serif"; font-size: 12.0pt;">
chapter along with PRSA co-sponsored the event.</span></div>
<div class="MsoNoSpacing">
<br /></div>
<div class="MsoNoSpacing">
<span style="font-family: "Arial","sans-serif"; font-size: 12.0pt;">An
estimated 60 people attended the July 12 event at Azuca Restaurant and Cantina
in San Antonio's South Town.<span style="mso-spacerun: yes;"> </span>Roughly
half of the attendees are potential PRSA members.</span></div>
<div class="MsoNoSpacing">
<br /></div>
<div class="MsoNoSpacing">
<span style="font-family: "Arial","sans-serif"; font-size: 12.0pt;">While
the mixer is for professionals, PRSA keeps it relaxed which contributes to the
event's success. Also, the co-sponsors did a great job of communicating the
message and reaching out. "I received the email notification and
subsequent reminder about the PRSA networking mixer and was compelled to attend
by the casual premise," wrote </span><a href="http://www.hbagency.com/?cct_info=1%7C10475%7C6016057833%7C55583212%7C1859046892%7Cp%7C6682905412%7Ctc%7C%7Cg%7C%7C%7C&cct_ver=3&cct_bk=hart-boillot&gclid=CPW3tc26nrECFUK4tgodBGfEZw"><span style="font-family: "Arial","sans-serif"; font-size: 12.0pt;">Hart-Boillot</span></a><span style="font-family: "Arial","sans-serif"; font-size: 12.0pt;"> Account Director
Andrea Dunbeck.</span></div>
<div class="MsoNoSpacing">
<br /></div>
<div class="MsoNoSpacing">
<span style="font-family: "Arial","sans-serif"; font-size: 12.0pt;">Future
member Uche Ogba from </span><a href="http://www.bethanyeastpr.com/#%21home/mainPage"><span style="font-family: "Arial","sans-serif"; font-size: 12.0pt;">BethanyEast PR</span></a><span style="font-family: "Arial","sans-serif"; font-size: 12.0pt;"> enjoyed getting to
know people and engaging with other public relations practitioners. He and his
wife learned about the mixer through a post on LinkedIn. "I see myself
getting more involved in the PRSA-San Antonio chapter. The mixer gave me the
opportunity to meet interesting people, exchange contact information, and build
lasting relationships."</span></div>
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<br /></div>
<div class="MsoNoSpacing">
<span style="font-family: "Arial","sans-serif"; font-size: 12.0pt;">The
payoff in a new job or big contract may or may not occur later on but no one
endured hard sales or membership pitches. The PRSA networking mixer focuses on
relationship-building and puts the R in public relations.</span></div>
<div class="MsoNoSpacing">
<br /></div>
<div class="MsoNoSpacing">
<span style="font-family: "Arial","sans-serif"; font-size: 12.0pt;">"The
PRSA mixer provided a forum to introduce those folks I know well to each other,
hopefully expanding their communities. As I headed home for the evening, I felt
rejuvenated by my growing personal community-a truly successful networking
event," Dunbeck said.</span></div>
<div class="MsoNoSpacing">
<br /></div>
<div class="MsoNoSpacing">
<span style="font-family: "Arial","sans-serif"; font-size: 12.0pt;">For
more information about public relations visit </span><a href="http://www.prsanantonio.com/"><span style="font-family: "Arial","sans-serif"; font-size: 12.0pt;">PRSA-San Antonio</span></a><span style="font-family: "Arial","sans-serif"; font-size: 12.0pt;">.</span></div>
<div class="MsoNoSpacing">
<br /></div>
<div class="MsoNoSpacing">
<span style="font-family: "Arial","sans-serif"; font-size: 12.0pt;"><i>Randy Escamilla, APR, is on the board for PRSA San Antonio. </i></span></div>
<div class="MsoNoSpacing">
<br /></div>
<div class="MsoNoSpacing">
<br /></div>
<div class="MsoNoSpacing">
<br /></div>Fran Stephensonhttp://www.blogger.com/profile/06764322750457506180noreply@blogger.com0tag:blogger.com,1999:blog-20910841.post-1707524842538104742012-07-14T10:33:00.000-05:002012-07-14T10:33:29.602-05:00Memories of Sharing the Newspaper at the Kitchen Table<!--[if gte mso 9]><xml>
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<br />
<div class="MsoNormal">
By Monica
Faulkenbery, APR</div>
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I recently <a href="http://www.nola.com/business/index.ssf/2012/06/times-picayune_lays_off_more_t.html">read
an article</a> about the Times-Picayune in New Orleans laying off one-third of
its staff, reducing its print edition by five days (only printing three days a
week), and focusing on its digital presence. </div>
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<br /></div>
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The Picayune was established in 1837 with issues costing one
picayune – a Spanish coin equivalent to 6 ¼ cents. Under Eliza Jane Nicholson,
who inherited the struggling paper when her husband died in 1876, the Picayune
introduced innovations such as society reporting, children’s pages, and the
first women’s advice column, according to <a href="http://en.wikipedia.org/wiki/The_Times-Picayune">Wikipedia</a>. Between
the years of 1880 to 1890, the paper more than tripled its circulation. It
became The Times-Picayune after merging in 1914 with its rival paper, the New
Orleans Times-Democrat.</div>
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<br /></div>
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As a news junkie, I find all the reductions in newspaper staffs
over the past few years very disheartening. I grew up in a household that would
gather around the kitchen table every morning to read the paper. My dad read
the <i style="mso-bidi-font-style: normal;"><a href="http://muskogeephoenix.com/">Muskogee
Phoenix</a></i> in the morning and the <i style="mso-bidi-font-style: normal;"><a href="http://en.wikipedia.org/wiki/Tulsa_Tribune">Tulsa Tribune</a></i> in the
evening. It was a ritual I remember fondly and tied us together as a family.</div>
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<br /></div>
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I just don’t get the same satisfaction gathering around my
iPad, scrolling through the newspapers. There’s no ink smell, no ink on my
hands when I finish, no fighting with the cats who want to lie down on the
paper while I’m reading it, no trading this section for that section. </div>
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<br /></div>
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Steve Jobs once said that he loved the printed product but
that our lives are not like that anymore. I know I have to embrace the new
technology, and I have, but it’s okay to say that you miss the “old ways.” Just
think, our grandchildren and great grandchildren will be viewing printed
newspapers behind glass in <a href="http://www.newseum.org/">museums</a>
wondering how we ever held those big pieces of paper and read them. </div>
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<br /></div>
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What about the old political saying, “never argue (or pick a
fight) with a man who buys ink by the barrel?”<span style="mso-spacerun: yes;">
</span>There’s something else for the history books. </div>
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<br /></div>
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Another saying also comes to mind – “can’t teach an old dog
new tricks.” </div>
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<br /></div>
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But, as Jobs said, we can’t live like we have in the past,
so as I scroll through my iPad reading a <a href="http://www.mysanantonio.com/news/">San Antonio Express News</a> article, I
still worry about all my journalism friends, and the integrity of good news
gathering and storytelling as newspaper staffs dwindle. And, I still remember
the “good old days” as I sat with my dad sharing the newspaper at the kitchen
table. </div>
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<br /></div>
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<i style="mso-bidi-font-style: normal;">Monica Faulkenbery,
APR, is on the Board of PRSA San Antonio and the Assistant Director of
Communications for the Northside Independent School District. </i></div>
<div class="MsoNormal">
<br /></div>Fran Stephensonhttp://www.blogger.com/profile/06764322750457506180noreply@blogger.com0tag:blogger.com,1999:blog-20910841.post-81783286187297636452012-06-18T08:17:00.003-05:002012-06-18T08:17:51.657-05:00The ABC’s of Setting Goals and Objectives<br />
<div class="MsoNormal">
<i>by Monica Faulkenbery, APR</i></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Recently I was asked to judge a national awards program. My
category for judging was communication plans. </div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
It was disheartening to view so many plans, submitted by
seasoned public relation professionals, who did not understand the difference
between goals and objectives, or strategies and tactics. Many of them wrote
tactics as objectives.</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
So the purpose of this post is to serve as a primer for
understanding the difference. It’s not that I’m an expert, but I do understand
that you cannot measure the success of a project without setting a measurable
objective. Maybe because I have taught it for so long in our APR sessions, but
it just seems so simple and reasonable to me, so here’s my version of the 411 on
understanding the difference.</div>
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<br /></div>
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<b style="mso-bidi-font-weight: normal;">Goals.</b><br />
First of all, goals are not objectives. Goals are longer-term, broad, and more
global future statements of “being.”
Probably unbeknownst to him, Shakespeare was well on his way to writing
a goal statement with his famous line of “to be or not to be.” An example of a
goal statement is “to become the recognized leader, foster continuing public
support, etc.” Consider using action verbs when writing goal statements, such
as “to maintain, to continue, to create, to enhance, to increase/decrease, or
to promote/prevent.”</div>
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<br /></div>
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<b style="mso-bidi-font-weight: normal;">Objectives.</b><br />
Objectives should be specific, measurable, attainable, audience specific,
relevant, results (outcome) oriented, and time-specific. You should also think
short-term and long-term when writing objectives. An easy way to think of it is
to remember: who, what, when, and how much? For example, “within six months,
40% of employees will contact the benefits office to inquire about setting up a
401K account.” Or, “by the end of 12 months, 65% of the residents living within
one mile of the plant will be aware of at least two anti-pollution projects
undertaken by the company.” </div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b style="mso-bidi-font-weight: normal;">Strategies.</b><br />
Strategies serve as a road map or approach to reach objectives. This is the
planning process of how you will approach the challenge to reach your
objective. You probably will have several strategies for each objective.
Examples include media relations, third party endorsements, and public
engagement.</div>
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<br /></div>
<div class="MsoNormal">
<b style="mso-bidi-font-weight: normal;">Tactics.</b><br />
And finally, tactics serve as specific elements of a strategy. They are how you
plan to use your resources to carry out your strategies and work toward your
objectives. Examples include meetings, publications, community events, news
releases, etc. These are probably what many of us are most familiar with doing;
the hands-on activities that get the job done.</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
So you can see, it is definitely not rocket science or even
earth shattering. But it is important and should be something that you pull out
of your toolbox and understand how to use. </div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<i>Monica Faulkenbery, APR, is the assistant PR Director for the Northside Independent School District and serves on the board of the San Antonio chapter of PRSA. </i></div>Fran Stephensonhttp://www.blogger.com/profile/06764322750457506180noreply@blogger.com2tag:blogger.com,1999:blog-20910841.post-31337952396181142882012-06-10T14:08:00.000-05:002012-06-10T14:08:16.571-05:00Survey Says?<div class="MsoNormal" style="margin: 0pc 0pc 0pt;">
<span style="font-family: "Times New Roman", "serif"; font-size: 12pt; line-height: 115%;">Public relations practitioners, and others, received a reminder last week not to put too much faith in surveys. In the Wisconsin recall, pre-vote polls benchmarked the election as extremely close with a 50-47 margin in favor of Gov. Scott Walker – within the margin of assumed error.</span></div>
<div class="MsoNormal" style="margin: 0pc 0pc 0pt;">
<span style="font-family: "Times New Roman", "serif"; font-size: 12pt; line-height: 115%;">The actual result? Walker won easily by a 9-point margin. The surveys missed it – big time. So is something wicked in Waukesha? Hardly. <span style="mso-spacerun: yes;"> </span>Some thoughts:</span></div>
<div class="MsoNormal" style="margin: 0pc 0pc 0pt;">
<span style="font-family: "Times New Roman", "serif"; font-size: 12pt; line-height: 115%;">* Whom did you ask? To be accurate, a truly random sample has to be built very carefully. Even such assumptions as using only respondents who have landline telephones skew accuracy.</span></div>
<div class="MsoNormal" style="margin: 0pc 0pc 0pt;">
<span style="font-family: "Times New Roman", "serif"; font-size: 12pt; line-height: 115%;">* As surely as chemistry or physics, there is an <i style="mso-bidi-font-style: normal;">observer effect</i> in surveying. Respondents may feel an obligation to give a certain answer, or may give an unexpected or incorrect answer just to be perverse. My daughter participated for a year in a nationally recognized television rating service. She admits that box on the TV made her want to skip <i style="mso-bidi-font-style: normal;">Entertainment Tonight </i>and watch PBS instead.</span></div>
<div class="MsoNormal" style="margin: 0pc 0pc 0pt;">
<span style="font-family: "Times New Roman", "serif"; font-size: 12pt; line-height: 115%;">* Burnout. I heard a piece on radio a few days ago with workers who had done exit polling at Wisconsin precincts. One made the comment that it became obvious some voters were “avoiding people with clipboards” as they got in their cars. My hunch is Badger State voters may have already endured endless surveys and were just surveyed-out by the time they made it into voting booths. I live in a Texas state senate district that had a very intense Republican primary in May and I received daily phone calls, plus at least one visitor to my front door and mail, all asking my opinion. It became tiresome and I started hanging up on people, thereby skewing their results.</span></div>
<div class="MsoNormal" style="margin: 0pc 0pc 0pt;">
<span style="font-family: "Times New Roman", "serif"; font-size: 12pt; line-height: 115%;">So are surveys worthwhile? Yes, but only if used properly. And always ask yourself if the results provided are prophecy or puffery.</span></div>Paul Hart, APRhttp://www.blogger.com/profile/02378935381554559364noreply@blogger.com0tag:blogger.com,1999:blog-20910841.post-16523942678348795672012-05-11T09:09:00.001-05:002012-05-11T09:09:32.369-05:00Content Rules Should Be On Your Bookshelf<br />
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;">
<div style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;">
<img alt="Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business" class="image img book product-expand-view" data-bn-cache="%7B%22values%22%3A%5B%22Product%20Image%22%2C%22Hero%20Product%22%2C%22ProductImageMain%22%5D%2C%22isPageAware%22%3Atrue%2C%22nodes%22%3A%5B%5D%7D" data-bntrack="ProductImageMain" height="320" id="yui_3_3_0_1_1336745119691_2999" itemprop="image" src="http://img2.imagesbn.com/images/148000000/148008371.JPG" style="position: relative; top: 2.25px;" width="194" /><span style="font-size: 12pt;"> </span></div>
<span style="font-size: 12pt;">Book
Review of <a href="http://www.barnesandnoble.com/w/content-rules-ann-handley/1101095607?ean=9780470648285" target="_blank">Content Rules </a>by Ann Handley & CC Chapman</span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; mso-layout-grid-align: none; mso-pagination: none; tab-stops: 73.35pt; text-autospace: none;">
<span style="font-size: 12pt;"> </span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;">
<span style="font-size: 12pt;">This
book, while not new, has the best subtitle: <i>How to Create Killer Blogs,
Podcasts, Videos, Ebooks, Webinars and more that Engage Customers and Ignite
Your Business.</i> Published in 2011, it's a
resource that should be on every PR practitioners' shelf. </span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;">
<br /></div>
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<span style="font-size: 12pt;">Back
in 2008, when David Meerman Scott Published "The New Rules of Marketing and PR,"
his main takeaway was that organizations need to think like publishers instead
of marketers. Now that we are seeing the effects of the attention economy, "Content Rules" is the next step to help PR teams visualize what being a publishing
organization requires. </span></div>
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<span style="font-size: 12pt;">And
it's written in a style that is easily digestible, somewhat tongue-in-cheek,
yet it is PACKED with actionable ideas.
Right from the start, in a chapter titled "Big Fat Overview"
(as opposed to "introduction), you know that these two authors will lead
you into new concepts with an element of fun. </span></div>
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<span style="font-size: 12pt;">There's
so much here for PR teams to embrace and best of all, it perfectly aligns with
our industry's skill set. </span></div>
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<br /></div>
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<span style="font-size: 12pt;">The
book is organized into <b>three</b> sections. </span></div>
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<span style="font-size: 12pt;">The
<b>first </b>makes the case for why content should be created and shared. This section establishes the rules of the
road for public relations pros to successfully create content. Here's a few key takeaways:</span></div>
<ul>
<li><span style="font-size: 12pt;">Avoid one
and done -- integrate everything. </span></li>
<li><span style="font-size: 12pt;">Leave
stuff alone -- don't be so perfect that there's no room for your audience to
participate. </span></li>
<li><span style="font-size: 12pt;">Get rid
of that jargon-- business speak can kill your content. </span></li>
<li><span style="font-size: 12pt;">Storytelling
can be used in any organization. </span></li>
</ul>
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<span style="font-size: 12pt;">The
<b>second </b>section is a how-to for different types of content like blogs, ebooks
and photographs. There are tons of ideas
and checklists for each type of content, which goes a long way to deciding what
approach will work for your organization. The most refreshing thing about this
section-- it is a Facebook-free zone!</span></div>
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<span style="font-size: 12pt;">The
<b>last </b>section features 10 case studies from a wide variety of organizations that
will be worth referring to over and over again. This is one of the most
generous business books I have read in awhile and the authors offer even more
resources <a href="http://www.contentrulesbook.com/" target="_blank">online </a>and on their <a href="https://www.facebook.com/ContentRules" target="_blank">Facebook</a> page for the book. </span></div>
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<span style="font-size: 12pt;"><br /></span></div>
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Fran Stephensonhttp://www.blogger.com/profile/06764322750457506180noreply@blogger.com0tag:blogger.com,1999:blog-20910841.post-18008708748654370332012-05-02T20:54:00.000-05:002012-05-02T20:54:06.177-05:00PRSA Advocates for the Profession Among U.S. Senators<br />
<div class="MsoNormal">
It’s been a decade since PRSA set up its Advocacy Advisory
Board in response to a member survey. The board is charged with helping to
advance the profession by being PRSA’s consistent voice on key issues.<span style="mso-spacerun: yes;"> </span>One of the most recent issues has been PRSA’s
actions to urge the U.S. Senate not to restrict government use of PR
firms.<span style="mso-spacerun: yes;"> </span>Two U.S. senators are conducting an
investigation into the government’s use of PR and advertising contracts. <a href="http://media.prsa.org/article_display.cfm?article_id=2527">PRSA’s concern</a> is that the investigation will “disregard” the central value of public
relations to the federal government. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
In a<a href="http://www.rollcall.com/issues/57_110/gerard-corbett-dont-kill-public-relations-messenger-213118-1.html?pos=oopih"> letter to Roll Call</a>, PRSA Chair and CEO Gerard F.
Corbett, APR, Fellow PRSA, stated: “Whether educating the public about
government services, providing information on public health and safety, explaining
the tax code, attracting businesses to an economic enterprise zone, or any of
dozens of other areas, governments have a clear role in communicating
effectively and efficiently to the public.”<o:p></o:p></div>
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<br /></div>
<div class="MsoNormal">
We have no problem with investigating potential flaws in
contracting procedures. But it is critical that PR not be characterized as a
whole-scale misuse of funding.<o:p></o:p></div>
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<br /></div>
<div class="MsoNormal">
You can read more on the PRSA website, including the<a href="http://www.slideshare.net/prsa/prsa-letter-to-senate-subcommittee-on-contracting-oversight-march-13-2012"> letter from PRSA</a> to the Senate Subcommittee on Contracting Oversight and the Roll Call
op ed.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
You can also listen to an <a href="http://www.forimmediaterelease.biz/index.php?/P7/">interview with Gerry Corbet</a>
conducted by Shel Holtz.<o:p></o:p></div>Christie Goodman, APRhttp://www.blogger.com/profile/13979896221561306684noreply@blogger.com0tag:blogger.com,1999:blog-20910841.post-37399848910772663772012-04-21T10:13:00.000-05:002012-04-21T10:13:23.322-05:00The Power of Free Tools<!--[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/AVvXsEgvmrBfAHTiWZEKW52rN7xY6vtez2rsD5ZAs1Lyy4MRTx5tLyBf2QC2EBH1yNQseP5fTyXfqdFPvpL6LrwcShF_kfdauMdH6F2tVF7apG0hC_DU7tiNSdIVnAAGjUgcHsH7poPw4Q/s1600/aprilspeakerphoto.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="186" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgvmrBfAHTiWZEKW52rN7xY6vtez2rsD5ZAs1Lyy4MRTx5tLyBf2QC2EBH1yNQseP5fTyXfqdFPvpL6LrwcShF_kfdauMdH6F2tVF7apG0hC_DU7tiNSdIVnAAGjUgcHsH7poPw4Q/s320/aprilspeakerphoto.jpg" width="320" /></a></div>
<div class="MsoNormal">
The soft economy the last few years have made free tools
more important than ever for public relations practitioners who are trying to
stretch their budgets.<span style="mso-spacerun: yes;"> </span>Three speakers at
the April Professional Development Luncheon demonstrated the power of free tools
and explained how to do more with less. </div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Debi Pfitzenmaier, blogger and chief bottle washer at Pfitz
PR, looked at tools in several categories, including some for organization,
online business and PR and some photo tools, too. <span style="mso-spacerun: yes;"> </span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal" style="tab-stops: 184.5pt;">
You can see her <a href="http://prezi.com/-hax0bucwv7j/doing-more-with-less/?auth_key=75f81c1d33cb806937c8efacdabe09bbcf4775c9">presentation
here</a>.<span style="mso-tab-count: 1;"> </span></div>
<div class="MsoNormal">
<span> </span></div>
<div class="MsoNormal">
In true social media fashion, Pfitzenmaier curated an online
list of favorites from the assembled group.<span style="mso-spacerun: yes;">
</span>Review and <a href="http://www.delicious.com/stacks/view/Sc4hZD">bookmark
the list</a> from here. <span style="mso-spacerun: yes;"> </span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Ronee Andersen, reference librarian, gave a live demo to the
group on using some of the free databases at the San Antonio Public
Library.<span style="mso-spacerun: yes;"> </span>Two are worth noting.<span style="mso-spacerun: yes;"> </span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Business Decision is a consumer market database which offers
users competitive intelligence, including something called tapestry
segmentation, which is similar to developing buyer personas.<span style="mso-spacerun: yes;"> </span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Reference USA is another market research tool which can
reveal competitors’ strength, credit ratings, home ownership, home building
trends and more for zip codes in Bexar County. <br />
<br />
“The old days of having to visit a library are gone,” says Anderson. “You can
visit the library from the comfort of your home.”<span style="mso-spacerun: yes;"> </span>Both databases are available to all San
Antonio Public Library cardholders.<span style="mso-spacerun: yes;"> </span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
The library also offers a <a href="http://www.mysapl.org/services.aspx">Jobs and Small Business Center</a>,
according to Beth Graham, public relations manager for the San Antonio Public Library.<span style="mso-spacerun: yes;"> </span><br />
<br style="mso-special-character: line-break;" />
<br style="mso-special-character: line-break;" />
</div>Fran Stephensonhttp://www.blogger.com/profile/06764322750457506180noreply@blogger.com0tag:blogger.com,1999:blog-20910841.post-2089569114503261002012-04-11T13:54:00.002-05:002012-04-11T13:58:42.725-05:00Agency vs. Corporate PR? Which is Better?<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEirHr2gUI0gei2k2sFAt4HE1c4-vEdGAqp_9xjqGqBJTHDt67dNcLE67iwUT4QZ0Ucow-Fl2vZipC3vvNQKqyLRqgE7mINl6k1C0s_wbbOdfU0AwTSf8TR7hiVoGqj_I6TpH8FxRQ/s1600/franandkathyatprssa.jpg"><img style="float:left; margin:0 10px 10px 0;cursor:pointer; cursor:hand;width: 400px; height: 277px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEirHr2gUI0gei2k2sFAt4HE1c4-vEdGAqp_9xjqGqBJTHDt67dNcLE67iwUT4QZ0Ucow-Fl2vZipC3vvNQKqyLRqgE7mINl6k1C0s_wbbOdfU0AwTSf8TR7hiVoGqj_I6TpH8FxRQ/s400/franandkathyatprssa.jpg" alt="" id="BLOGGER_PHOTO_ID_5730219397979083250" border="0" /></a><br /><!--[if gte mso 9]><xml> <o:officedocumentsettings> <o:allowpng/> </o:OfficeDocumentSettings> </xml><![endif]--><!--[if gte mso 9]><xml> <w:worddocument> <w:view>Normal</w:View> <w:zoom>0</w:Zoom> <w:trackmoves/> <w:trackformatting/> <w:punctuationkerning/> <w:validateagainstschemas/> <w:saveifxmlinvalid>false</w:SaveIfXMLInvalid> 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name="Bibliography"> <w:lsdexception locked="false" priority="39" qformat="true" name="TOC Heading"> </w:LatentStyles> </xml><![endif]--><!--[if gte mso 10]> <style> /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin-top:0in; mso-para-margin-right:0in; mso-para-margin-bottom:10.0pt; mso-para-margin-left:0in; line-height:115%; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:"Times New Roman"; mso-bidi-theme-font:minor-bidi;} </style> <![endif]--> <p class="MsoNormal">Both, according to a presentation given to the PRSSA chapter at UTSA by two local PR professionals. </p> <p class="MsoNormal"><span style="mso-spacerun:yes"></span><a href="http://www.linkedin.com/pub/kathy-hill/9/261/8b9">Kathy Hill</a>, principal of KHILL PR and me, <a href="http://stepincomm.com/">Fran Stephenson</a>, Principal of Step In Communication, offered students a different look at these two areas of public relations practice. While both of us have worked in agency and corporate communication settings, Hill’s experience is rich with local agencies, while my<span style="mso-spacerun:yes"> </span>focus has been corporate communications. </p> <p class="MsoNormal">We focused on three key areas to share with a dozen students from the student chapter.<span style="mso-spacerun:yes"> </span></p> <p class="MsoNormal"><span style="font-size:130%;">The Way We Work</span><br /><br />Corporate communicators often work with longer time lines and create strategic plans for more continuity.<span style="mso-spacerun:yes"> </span>They have established teams, goals and ways of working together. </p> <p class="MsoNormal">Agencies have more fluid teams as groups are convened and disbanded based on the immediate client workload. They are often called in to help with short term planning and project management and serve on more than one team at a time. </p> <p class="MsoNormal"><span style="font-size:130%;">The Relationships We Build</span></p> <p class="MsoNormal">On the agency side, PR practitioners often have excellent external relationships, particularly with members of the media.<span style="mso-spacerun:yes"> </span>Their corporate counterparts, on the other hand, have deeper internal relationships and a deeper knowledge of their company “subject.”<span style="mso-spacerun:yes"> </span></p> <p class="MsoNormal"><span style="font-size:130%;">The Lifestyle We Lead</span></p> <p class="MsoNormal">Corporate communicators have a more stable income, but can be resource challenged in their company.<span style="mso-spacerun:yes"> </span>They usually have benefits including the standard stuff like health, 401K, etc, but also a predictable work environment. </p> <p class="MsoNormal">Agencies, on the other hand, often turn over projects quickly, so you have to get up to speed on a client’s business quickly, help solve their problem and move onto the next project.<span style="mso-spacerun:yes"> </span>Longevity in an agency can be less predictable because it’s client driven, but the rewards are learning about multiple industries and clients. </p> <p class="MsoNormal">The students who attended the presentation were surprised at the similarities and differences to these two types of public relations careers and got a glimpse of what they might do in the future. </p>Fran Stephensonhttp://www.blogger.com/profile/06764322750457506180noreply@blogger.com0tag:blogger.com,1999:blog-20910841.post-40653254132983719732012-04-04T15:47:00.000-05:002012-04-04T15:49:03.534-05:00Hello, I Must Be GoingThere’s been a lot recently within the PR business about the<br />impact of social media on crisis communications. Mostly, this speculation<br />projects social media as a bad thing. Companies and organizations can be<br />blind-sided by crises that tend to come out of nowhere, mounted by strangers.<br />Control becomes hard when sources are unknown or unexpected.<br /><br />Perhaps there might be some good to dealing with a social<br />media-driven crisis situation, as Wall Street Journal editor Francesco Guerrera<br />noted this week in an <a href="http://online.wsj.com/article/SB10001424052702304023504577319584155870696.html?grcc=871e24bfed958fb78214e4beb879d971Z10ZhpgeZ0Z870Z200Z128Z10&mod=WSJ_hps_sections_markets">opinion<br />column</a>. “In a socially-networked world where investors, customers and<br />employees are judge, jury and news editors, companies may be able to survive<br />foul-ups better than in the old days of ‘traditional’ news and corporate spin,”<br />he notes.<br /><br />This could be due to a couple of things: First, social media-related<br />incidents tend to be much shorter in duration and reach a comparatively smaller<br />audience than when the traditional media become involved. Second, the<br />traditional media often tend to become “obsessive-compulsive,” as one<br />commentator put it, and linger over an incident far longer than the story<br />merits. My hunch is that with shrinking news budgets, it’s easier for an editor<br />to just squeeze one more story out of a reporter, rather than moving on to<br />something else.<br /><br />So what does all this mean to public relations<br />practitioners? Speed is of the essence, Guerrera reports. Also, reputation<br />management remains key, as it does with any crisis. Loyal customers, employees and<br />a supportive public will move on quicker than when there are thousands who will<br />gladly add their own tales of woe to a troubling post.Paul Hart, APRhttp://www.blogger.com/profile/02378935381554559364noreply@blogger.com1tag:blogger.com,1999:blog-20910841.post-7804643938187856402012-03-15T09:29:00.006-05:002012-03-15T09:58:02.473-05:00When the Trouble Shooters Come Calling!<!--[if gte mso 9]><xml> <o:officedocumentsettings> <o:allowpng/> </o:OfficeDocumentSettings> </xml><![endif][if gte mso 9]><xml> <w:worddocument> <w:view>Normal</w:View> <w:zoom>0</w:Zoom> <w:trackmoves/> <w:trackformatting/> <w:punctuationkerning/> <w:validateagainstschemas/> <w:saveifxmlinvalid>false</w:SaveIfXMLInvalid> <w:ignoremixedcontent>false</w:IgnoreMixedContent> <w:alwaysshowplaceholdertext>false</w:AlwaysShowPlaceholderText> <w:donotpromoteqf/> <w:lidthemeother>EN-US</w:LidThemeOther> <w:lidthemeasian>X-NONE</w:LidThemeAsian> 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mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin-top:0in; mso-para-margin-right:0in; mso-para-margin-bottom:10.0pt; mso-para-margin-left:0in; line-height:115%; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:"Times New Roman"; mso-bidi-theme-font:minor-bidi;} </style> <![endif]--> <p class="MsoNormal">March’s luncheon presentation featured WOAI TV’s Trouble Shooter team<a href="http://www.woai.com/content/troubleshooters/story/Brian-Collister/IVDmKv8iP0-sqDbxwHZSIw.cspx"> Brian Collister</a> on “Trouble Shooting Your PR Approach.”<span style="mso-spacerun:yes"> </span>Collister has been an investigative reporter for WOAI for years and has fine-tuned his advice to public relations practitioners on the do’s and don’t’s of working with a reporter on the investigative side of the news house.<span style="mso-spacerun:yes"> </span></p> <p class="MsoNormal">Here are his top five tips. </p> <ol><li><span style="mso-bidi-mso-bidi-theme-font:minor-latin;font-family:Calibri;" ><span style="mso-list:Ignore"><span style="font:7.0pt "Times New Roman""></span></span></span>Don’t try to defend the indefensible.<span style="mso-spacerun:yes"> </span>If your company has made a mistake, admit it.<span style="mso-spacerun:yes"> </span>But first, he also suggested you pay attention to the next four tips. </li><li><span style="mso-bidi-mso-bidi-theme-font:minor-latin;font-family:Calibri;" ><span style="mso-list:Ignore"><span style="font:7.0pt "Times New Roman""></span></span></span>Do NOT downplay the dollar amount. Particularly in the public sphere and especially in this economy. </li><li><span style="mso-bidi-mso-bidi-theme-font:minor-latin;font-family:Calibri;" ><span style="mso-list:Ignore"><span style="font:7.0pt "Times New Roman""></span></span></span>DO prepare your interview subject.<span style="mso-spacerun:yes"> </span>That’s your job as the PR person and Collister expects that when he requests an interview. Surprisingly, though, Collister’s experience shows that far too many of his interview subjects are ill prepared. </li><li><span style="mso-bidi-mso-bidi-theme-font:minor-latin;font-family:Calibri;" ><span style="mso-list:Ignore"><span style="font:7.0pt "Times New Roman""></span></span></span><span style="mso-spacerun:yes"></span>Seek forgiveness from the beginning and the process will be so much smoother for all involved. </li><li>Poor Public Relations strategies are obvious to all.<span style="mso-spacerun:yes"> </span>Think through your objectives and their consequences and remember that in the public eye, perception is reality.</li></ol>Collister used two key analogies during his presentation that really sum up the way investigative reporters think.<br /><br />The first was the analogy of three doors. If two doors are open to him and one is closed, he will always attempt to take the closed door. If you're in PR, you want to make sure your door to reporters is at least ajar!<br /><br />He also used the analogy of ripping off an old bandage. It's far less painless if you do it quickly, than slowly. In other words, for PR people, get on the issue and resolve it fast.<br /><br />Here's a short video from Brian Collister with tips on working with investigative reporters.<br /><br /><br /><iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.blogger.com/video.g?token=AD6v5dy0rxN9WWqZvsAShuTKdzIwvMRd-tJypcgN-7U4zv1D9zUiOAB4-HBwPon76rfN-3U5rXz68ntXkoo' class='b-hbp-video b-uploaded' frameborder='0'></iframe>Fran Stephensonhttp://www.blogger.com/profile/06764322750457506180noreply@blogger.com0tag:blogger.com,1999:blog-20910841.post-79909657624760723732012-03-06T08:51:00.000-06:002012-03-06T08:51:28.305-06:00PRSA Announces New Definition of Public Relations<span style="font-family: Calibri;"><span style="font-family: Times New Roman;">I</span>n an effort to modernize the 1982 definition of public relations (<a href="http://www.prsa.org/AboutPRSA/PublicRelationsDefined/">the last one was developed on 1982</a>), PRSA created an interesting crowdsourcing process using social media. Professionals were invited to submit comments to the “<a href="http://www.prsa.org/AboutPRSA/PublicRelationsDefined/">Public Relations Defined</a>” blog. PRSA then created a word cloud to see which key words appeared most often. From that, three definitions were developed for professionals to vote on, again through social media.</span><br />
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</div><div class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-family: Calibri;">So here’s the winning definition: </span><span style="font-family: Calibri;"></span></div><span style="font-family: Calibri;"><blockquote class="tr_bq"><strong><span style="color: #274e13;">“Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”</span></strong></blockquote></span><blockquote class="tr_bq"></blockquote><span style="font-family: Calibri;">See the announcement, “<a href="http://prdefinition.prsa.org/index.php/2012/03/01/new-definition-of-public-relations/">A Modern Definition of Public Relations</a>,” to see the other two finalists and related discussions. There is also some reflection about why the word ethics doesn’t appear in the definition.</span><br />
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</div><div class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-family: Calibri;">The whole initiative is not PRSA’s alone, by the way. It was developed out of a <a href="http://prdefinition.prsa.org/index.php/2011/10/30/about-the-prsa-public-relations-defined-initiative/">collaboration among several PR related organizations</a>. </span></div><div class="MsoNormal" style="margin: 0in 0in 0pt;"><br />
</div><div class="MsoNormal" style="margin: 0in 0in 0pt;"><span style="font-family: Calibri;">So what do you think? Will this definition stand for decades to come? <o:p></o:p></span></div>Christie Goodman, APRhttp://www.blogger.com/profile/13979896221561306684noreply@blogger.com0tag:blogger.com,1999:blog-20910841.post-69619765147149769262012-02-17T21:30:00.002-06:002012-02-17T21:34:01.746-06:00The Crisis at TCUTexas Christian University has an outstanding reputation for integrity, both in the classroom and on the athletic field. That’s as it should be for an elite institution with religious roots.<br /><br />Its excellent image has been sorely tested by this week’s arrest of 18 students, including four players on the Horned Frog football team, for drug dealing. The arrests threw TCU into a classic crisis communications scenario.<br /><br />Nefarious doings on campus, involving athletes in particular, have been an all-too-common stories in recent years. And in many cases, the respective scholastic institutions have done a poor job responding when things went bad.<br /><br />TCU may be different. It’s receiving “deserved praise” from the <a href="http://www.star-telegram.com/2012/02/15/3738709/frogs-pristine-image-stained-by.html">media</a> for getting in front of the story and explaining what it has done, and what it will do, to assure this won’t happen again. An early-on press conference allowed college officials to answer questions, not just read canned statements blessed in advance by the lawyers. Now, football Coach Gary Patterson’s personally on the phone with parents and other interested parties.<br /><br />It ain’t over 'til it's over for the Horned Frogs, but TCU may come out of this crisis with its reputation intact. The school’s been responsive and transparent – vital points in making a crisis response successful.Paul Hart, APRhttp://www.blogger.com/profile/02378935381554559364noreply@blogger.com0tag:blogger.com,1999:blog-20910841.post-78837733533296233882012-02-07T11:41:00.004-06:002012-02-07T11:46:01.184-06:00Nora Frost's Top Ten ListAt Last Thursday's PRSA February Luncheon, comedian and PR professional Nora Frost shared her take on the top ten list. Here it is for you to enjoy.<br /><br />Top Ten Signs You're in PR<br /><br />10. You enjoy yelling, "IT'S IN THE PRESS RELEASE! READ THE PRESS RELEASE!" internally... several times a day.<br /><br />9. Well... what does the client want no. 9 to say?<br /><br />8. You are very loyal to your job... pretty much because you can't get one anywhere else.<br /><br />7. You start a fantasy press conference league.<br /><br />6. Your family still doesn't understand what you do.<br /><br />5. You still don't understand what you do.<br /><br />4. You'd be more of a people person if you didn't have to relate to them so much.<br /><br />3. You've told a journalist, "Eh... ethics is for politicians."<br /><br />2. One man's tchotchke is another man's door prize.<br /><br />1. You used to be a journalist.<br /><br />What's in your top ten list? <br /><br /><span style="font-size:85%;"><span style="font-style: italic;">Nora Frost is the principal of Dos Culturas, a bilingual, multicultural public relations firm. She has often been seen doing stand-up comedy in San Antonio, too. She can be reached at nora@dosculturas.com.</span></span>Fran Stephensonhttp://www.blogger.com/profile/06764322750457506180noreply@blogger.com0tag:blogger.com,1999:blog-20910841.post-8931572172155974552012-01-05T22:22:00.001-06:002012-01-06T14:15:53.110-06:00Creating an Award-Winning Campaign - Resources<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgf2baKXRET22H3V5NYtH4LFdmN2hfwgI14w2nr3LdjOVq3S96Q3TpLf4a-OxENDLGQTR33Zz27ebY02o07C6BGVleE7PmIem1eHtDmTPWAuWaJe51jEofohDmefwtuGgBGN34/s1600/PRSAJan512.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="168" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgf2baKXRET22H3V5NYtH4LFdmN2hfwgI14w2nr3LdjOVq3S96Q3TpLf4a-OxENDLGQTR33Zz27ebY02o07C6BGVleE7PmIem1eHtDmTPWAuWaJe51jEofohDmefwtuGgBGN34/s320/PRSAJan512.jpg" width="320" /></a></div>During today's chapter luncheon, Debbie, Randy & I shared some tips for creating an award-winning campaign. Here are some sample award entry summaries that we referred to. <br />
<ul><li><a href="http://www.prsanantonio.com/Uploads/Documents/WONKA-anvil.doc">WONKA Arte Brings Life to Day of the Dead</a></li>
<li><a href="http://www.prsanantonio.com/Uploads/Documents/LULAC_CaseStudy08_HPRA.doc">LULAC Brings Presidential Contenders Center Stage to Latino Voters</a></li>
<li><a href="http://www.prsanantonio.com/Uploads/Documents/IDRA%20study%20-%20sample%20objectives.pdf">IDRA study - sample objectives</a></li>
</ul>Another great place to look is the PRSA national website where there are tons of <a href="http://www.prsa.org/Awards/Search">winning case studies</a> (It's in the section of the site that's for PRSA members only.). <br />
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Also, the <a href="http://nspra.org/awards">National School Public Relations Association</a> website has the summaries of award winners. <br />
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There are some <a href="http://www.prsa.org/Learning/Calendar/list/category/105/Measurement_ROI">webinars coming up</a> on measurement and evaluation. Remember that these webinars are now free to PRSA members! <br />
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I mentioned that <a href="http://www.sinicom.com/index.htm">Angela Sinickas</a> is a great resource (she happens to be leading a couple of the webinars). Another expert is <a href="http://www.kdpaine.com/">Katie Delahaye Paine</a>. Both are top experts in PR measurement and evaluation. And they both have free email newsletters with lots of great info.<br />
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PRSA's Tactics publication recently had a couple of articles on measurement (May 2011; free online for members).<br />
<ul><li><a href="http://www.prsa.org/Intelligence/Tactics/Articles/view/6C-051105/1030/The_Strategic_Approach_Writing_Measurable_Objectiv?source=issue_1030">"The Strategic Approach: Writing Measurable Objectives</a>."</li>
<li><a href="http://www.prsa.org/Intelligence/Tactics/Articles/view/6C-051102/1030/Deliverable_Objectives_Considerations_for_Creating?source=issue_1030">"Deliverable Objectives: Considerations for Creating Measurement Plans</a>." </li>
</ul>PRSA's Srategist had a great article, "<a href="http://www.prsa.org/Intelligence/Tactics/Articles/view/6C-051102/1030/Deliverable_Objectives_Considerations_for_Creating?source=issue_1030">Confessions of a Silver Anvil Judge</a>," that I've referred to several times (Winter 1998).<br />
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<strong>Upcoming Award Compeitions</strong><br />
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<ul><li><a href="http://www.prsanantonio.com/deloro.aspx">PRSA San Antonio Del Oro Awards</a> </li>
<li><a href="http://www.prsa.org/Awards/BronzeAnvil/">PRSA Bronze Anvil Awards </a></li>
<li><a href="http://www.prsa.org/Awards/SilverAnvil/">PRSA Silver Anvil Awards</a></li>
<li><a href="http://www.tspra.org/awards">Texas School Public Relations Association Awards </a></li>
<li><a href="http://www.awcsa.com/">Association for Women in Communications San Antonio</a> </li>
<li><a href="http://sa.iabc.com/recognition/bq-main-page/">IABC San Antonio</a> </li>
</ul><br />
Finally, here is my silly look at the <a href="http://www.prsanantonio.com/Uploads/Documents/Parts%20of%20Objectives.pdf">four parts of an objective</a>.<br />
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<div></div>Christie Goodman, APRhttp://www.blogger.com/profile/13979896221561306684noreply@blogger.com0tag:blogger.com,1999:blog-20910841.post-67508594639528095312011-12-22T21:20:00.001-06:002011-12-22T21:23:53.915-06:00Editing by EarThe year 2011 soon slips away so it’s worth a pause during the holidays to mark a celebration that occurred this year – the 400th anniversary of the Authorized, or King James Version of the Bible.<br /><br />Regardless of religious persuasion, most agree the KJV marks one of the greatest writing achievements in English. <a href="http://ngm.nationalgeographic.com/2011/12/king-james-bible/nicolson-text">National Geographic</a> featured the KJV in a cover story for its December issue, which opines “You don't have to be a Christian to hear the power of those words – simple in vocabulary, cosmic in scale, stately in their rhythms, deeply emotional in their impact.” The article provides insights we forget:<br /><br />First, the KJV represents one time a committee got it <em>right</em>. It is the product of 54 scholars, not of all of whom were particularly religious, nor were all with the Church of England. They produced their masterwork in a time of political upheaval with bitter divides over religious belief, and every faction already had a translation. But the “most high and mighty Prince James,” as the preface calls its sponsor, saw a new translation as one way to bring his squabbling subjects together.<br /><br />How did the committee do it? Second, the KJV was intended to be read – aloud – in church and home. The committee’s goal was “that it may bee understood even of the very vulgar,” the preface adds. Yeah, they really talked that way back then. The committee divided into teams and read their draft translations of the original Hebrew, Aramaic and Greek aloud to each other, knowing the ear serves as an excellent editor and tends to find the perfect written phrase.<br /><br />Modern writers and editors improve their product when they lean back in the chairs and speak the words just typed on a screen, as surely as reading words written with a quill on parchment.Paul Hart, APRhttp://www.blogger.com/profile/02378935381554559364noreply@blogger.com0tag:blogger.com,1999:blog-20910841.post-81303624000919425652011-12-01T12:10:00.001-06:002011-12-01T12:14:18.823-06:00Sic Transit: American Airlines in Chapter XIMy dad came home from World War II and took a job with American Airlines. It was opportune for him, the airlines boomed in the late 1940s as passengers flocked aboard the new four-engine piston planes that made flight both comfortable and fast. It was an exciting and romantic business, something ABC tries to capture, unsuccessfully, with its potboiler <a href="http://www.hollywoodreporter.com/live-feed/pan-am-abc-249149"><em>Pan Am</em></a>.<br /><br />This was a carriage trade back then. Fares were steep and coach class as we know it didn’t exist. That changed with deregulation. Fares fell off a cliff and airlines had to change. I recall gasps when Braniff announced a $299 roundtrip, DFW-London fare in 1980. That price stunned people, although in today’s money it would be a ho-hum $800. You can easily beat that. Some airlines, like American, adjusted. Some, like Braniff, didn’t.<br /><br />Flying today is less romantic than riding the bus, although <a href="http://www.youtube.com/watch?v=a4JdQi60an0">commercials</a> by American and its competitors try to remind passengers of the glory days. Tiny seats so close together you can’t cross your legs prove more compelling.<br /><br />My experience with American goes from vacations on my dad’s pass – getting up on my knees in the window seat to look at the big propellers on the wings – to enough business travel to earn gold-level AAdvantage status. That offered first-class upgrades, where there’s a whiff of romance left. At least I could cross my legs. And reading my dad’s copies of <em>Flagship News</em> years ago provided my introduction to internal communications.<br /><br />This sea change naturally impacted airline public relations. I interviewed for a PR job with American several years ago. Romance tugged at my heart but reality pointed to the rows of cubicles emptied by multiple layoffs. I didn’t get the job. It might be just as well. PR becomes increasingly optional to a firm fighting to make a profit.<br /><br />Having been through a corporate bankruptcy, I’m numb thinking about the challenge American’s PR staff faces. But the <a href="http://www.ragan.com/Main/Articles/44024.aspx">initial result</a> seems good. I wish them well and every success in whatever the future may be.Paul Hart, APRhttp://www.blogger.com/profile/02378935381554559364noreply@blogger.com0tag:blogger.com,1999:blog-20910841.post-47929142885490882002011-11-16T12:27:00.001-06:002011-11-16T12:31:00.889-06:00TrustA new <a href="http://www.ragan.com/Main/Articles/43964.aspx">survey</a> finds the public perceives low-level employees as more trustworthy within most organizations. I find these results interesting as they dovetail with what I’ve seen informally in my public relations work over the years.<br /><br />If true, this trend has multiple implications for practitioners focused on a number of important roles – community relations, internal communications, media relations, etc. For example, it may be more effective in crisis situations to have a well-trained local employee handle the media questions or meet with the mayor than to jet the big guy out from headquarters. Or, perhaps a service project featuring a group of blue-collar employees may have a more positive impact than a vice president handing over a check while the TV cameras roll.<br /><br />Deciding who delivers the message can be as important as deciding what the message is.Paul Hart, APRhttp://www.blogger.com/profile/02378935381554559364noreply@blogger.com0