Twitter Search Your URL

Steve Rubel, director of insights for Edelman Digital, reminds us that when we are monitoring mentions of our organizations on Twitter, don’t forget to monitor links to your web site. In his blog post, Put Eyes Behind Your Back: Monitor Your URLs on Twitter, on June 30, Steve lists a few Twitter search services that will also show you links that use shortened URLs. Others are mentioned in the comments to his post.

5 Ways to Improve TV Coverage of your Next Event

As public relations practitioners, we often struggle when pitching television stations for event coverage. Mainly, it's because our training was focused on print journalists and their needs. Getting television stations interested in your next event is not as hard as it sounds. Here are five ways to improve the likelihood of coverage.

1. Event timing. Invite media to an event when crews are actually available to cover. Daytime events have a better chance than Saturday and Sunday, when fewer crews are on duty. Time of day is also important...the later in the day, the more likely crews are to be returning to the station to edit and post their stories.

2. Assignments editors are your friend. They are the hub of the newsroom and make daily coverage decisions. Make sure your request for coverage goes to the assignments editor on duty.

3. Use your technology. In San Antonio, the local assignments desks have recently moved from faxes to e-mail. Now they reqeust releases by e-mail so they can be cut and pasted into an electronic day book.

4. Less is more. How are you pitching your assignments desk? Keep your media advisory or RFC short -- one page only -- and demonstrate why your story is visual by adding a sentence or two on what the crew will see when attending your event.

5. Make it visual. What will they see? Make sure you pitch a visual story. Invitations to lectures are boring and will get overlooked in favor of stories with people, motion and sound.

Not sure what your chances are? A call to the assignments desk....early in their shift....will get you a brief opinion about the likelihood of coverage and could garner additional tips on what the station is looking for in future stories.

PR Week Study Finds the PR Industry is Struggling to Integrate Social Media

PR Week reported in “Top PR Firms Fail to Make the Grade Online,” last month that PR agencies are not doing enough “to capitalize on the explosive growth of interactive marketing, the incredible influence of the social Web and the oasis of opportunity in content marketing.”

The researchers used Website Grader, a free SEO tool that measures the marketing effectiveness of a web site, to evaluate the web sites of top PR agencies. The study gives detailed results and lists the scores of the top 25 agencies.

The study is based on the assumption that in order to be knowledgeable in social media tools, PR agencies need to be active in using those tools for themselves rather than just on behalf of their clients. The study rightly doesn’t claim that one social media tool, like blogging, is more important than another.

You can use Website Grader to get a free analysis of your web site.

I Believe in Accreditation

Anne Keever Cannon, APR

I believe in accreditation.

We’ve seen lots of opinions over the years in favor of and against public relations accreditation. One old argument is that “APR” doesn’t equal a bigger paycheck. That may be true. Nevertheless, the process helped me greatly increase my knowledge and expertise in the field.
That’s because I came to PR through a side door. I studied Spanish in college with a vague intention of foreign service. After a 5-year stint in the Air Force, I got a master’s in theater, with the idea of becoming an actor. Finally the Army hired me as an intern in public affairs (what the federal government calls public relations).

That got me two years of on-the-job training and two months at the Defense Information School. I had the basics—news writing, photography, media relations, community relations, how to write a speech, etc. I was doing OK.

Some years later my boss at a Corps of Engineers office in Dallas told me about PRSA and accreditation. She encouraged me to join the organization. She sent me to a two-day PR seminar at Southern Methodist University. The speakers talked about measurement, strategic planning and other things that were new—and very interesting—to me. The Dallas PRSA chapter offered free accreditation preparation classes on PR history, the code of ethics and much more. I got my APR in 1991.

When the accreditation maintenance program began, it stretched me again. I took seminars, gave presentations myself, attended the national conference and became active in the Dallas chapter. (Full disclosure: I was accredited soooo long ago that I’m exempt from the maintenance program. But I still try to keep it in mind and continue my professional development.)

So I always encourage students or new PR folks to pursue accreditation—even though many of them have the educational background that I lacked. Putting together that portfolio (something I didn’t have to do back in the “old days”) can help identify strengths and weaknesses. The exam preparation serves as a skills review. The maintenance program pushes people to brush up on some areas and learn new ones.

The bottom line: Accreditation and maintenance make up an outstanding way to develop and to keep current—something that’s especially important in this fast-changing world.

Quick! This Webinar is Today: Bad Pitch Night School (During the Day)

Authors of the Bad Pitch Blog are hosting a teleseminar next week on how to “make yourself pitch machines!” Here’s their description:

All attendees will learn a smart, step by step approach to pitching that includes hilarious case studies and goes beyond that simple email. From looking at the whole pitch lifecycle, including the truth about pitching bloggers and using social media, to tips that will no doubt make you better-informed (and tell you how) plus the keys to pitch inspiration, we'll help you improve your game. Plus we will show you our tricks!

The one-hour teleseminar is today, July 29 at noon central time. The cost is $49 and includes free e-book, Full Frontal PR handbook. A few scholarships are available.

Get details and register now!

Lessons Learned: The Classics File

By Paul Hart, APR

Back in my day, you didn’t dare go into PR until you worked several years in the media – newspaper, TV or radio. I came up on the newspaper side and I learned lessons that I apply to the practice of public relations to this day.

I spent several productive years on the business desk of the Tulsa World working for a terrific editor and all-around character. He taught me how to write well, but one of his greatest contributions to my career was his Classics File, a stack of press releases created over the decades and kept in his lower drawer. They were so bad they were laughable. Most, but not all, were a weak response to a crisis situation.

On the occasional slow afternoon, he’d pull out the pile and read a few aloud to the enjoyment of all us in the area. There were some beauts: How about the coal company that issued a release stating an “incident” at one of its mines occurred when “the ceiling came in contact with the floor?” No kidding. There was no mention of a cave-in or collapse. Then there was the oil refinery that suffered damage due to “extremely rapid, uncontrolled and unexpected oxidation.” Nope, nothing here about an explosion and fire.

It was only after I went into PR that I truly understood the immense amount of effort that went into crafting these gems. I came to understand the worst offenders were, sadly, the product of hours and hours of work in hot and stuffy conference rooms, trying to get something put together despite loud protests from Legal, Marketing, Operations or some other embarrassed department. A poor, overwhelmed PR staff was expected to send out the muddled result.

Our guy had a great respect for “press agents” as he called all public relations people and knew his success in maintaining our award-winning business news section depended in part on their help. He understood public relations practitioners have a particular skill set and often work with clients who do not appreciate that expertise. I saw times when a new Classics File candidate would arrive in the newsroom. After reading and laughing loudly, he would call the appropriate PR person and ask, “Now tell me what REALLY happened.”

The Classics File taught me a valuable lesson about PR: Don’t spin. Be open, honest and dependable, and tell your client why. In the long run, your client will gain.

Alamo Bickering Delays Innovative PR/Marketing Plans

What do you do when your entire marketing and PR plan suddenly gets axed? That’s what happened recently at the Alamo.

The Alamo’s marketing director, Craig Stinson spoke at our PRSA chapter luncheon in March. He outlined the amazing new initiatives the Alamo board and staff were taking to diversify revenue sources and build relationships with visitors and history buffs. Strategies included becoming accredited by the American Association of Museums, creating a service mark to begin collecting revenue from use of the new Alamo logo, starting a membership program so that fans could pay for special access to events and a newsletter, and stepping up the web site to include more social media features.

But as Scott Huddleston of the San Antonio Express-News detailed on Sunday, the whole thing seemed to go down the drain beginning in May when the Daughters of the Republic of Texas voted for a “delay.” Soon after, Craig resigned. I haven’t spoken to him. There could be other reasons for his departure. But the director, David Stewart, resigned in late May, the shop director retired and some members are taking steps to create their own group.

As a proud San Antonio resident, a fifth-generation Texan and relative of an Alamo survivor, I am really saddened by this news. I can’t help but wonder, will we ever get it back on track? Surely someone can broker the peace. Can the mayor help solve this rift on behalf of the city? Will the state have to step in? How about leaders in our local tourism industry?

After all, the Alamo is the most visited historical site in the state. Its success is our success.


Update: See July 23 story, "‘Renegade' DRT member starts Alamo nonprofit."

Storytelling Key to Winning Awards

By Celine Thomasson, APR

Having submitted entries for professional awards and also serving as a judge for competitions, I have a few tips to improve your award entry.

Project summaries or narratives make or break an entry. Focus on a specific problem. Describe that problem clearly and quickly. Talk about how you went about solving the problem. Wrap up with a resolution. A compelling narrative will document opportunities that arise suddenly or describe unanticipated obstacles. If the project summary does not convey the essential story then all the flashy collateral materials are for zilch.

The presentation of collateral materials or work samples is like creating a scrapbook. It is the tactile content that supports the summary. Embellish with notes, photos, samples, and clippings. However, if you can’t secure that key chain or promotional item in the binder it would be better to include a high quality photo. Video, web, or any type of electronic materials should be included but unless the award category is specifically for this type of production don’t count on the judges to see it. A better idea would be to print samples of web content. Your website will change from the time of the project until the competition deadline. If the web content is an important part of the strategy, be sure to print or save as you go along. Finally, include only those pieces that are the most critical or best showcase your work.

Give your story a powerful ending by including photos and testimonials. The evaluation narrative is necessary but often dry. I judged an award submission that included handwritten notes from children who had participated in the event. It was a small but powerful touch to bring the entry to a close.

You be the judge! There is no better way to gain insight into how to submit award entries than to volunteer to judge competitions.

Hands-On Social Media Training at Your Desk

Here’s a great resource for learning about social media without leaving your desk. Lee Aase, the manager for syndications and social media at Mayo Clinic, has set up the Social Media University, Global (SMUG) a “post-secondary educational institution dedicated to providing practical, hands-on training in social media to lifelong learners.”

He uses the university model by grouping courses into categories like: pre-admission coursework, core courses and tracks for majoring in general social media, blogging, podcasting, social networking and widgets, as well as platform-specific classes for Facebook, Flickr, Twitter, YouTube and others.

Unlike the university model, the courses are all free and available at your convenience. Check it out!

Listen to an interview of Lee Aase about SMUG and his social media initiatives at Mayo Clinic conducted by For Immediate Release.

You can also follow him on twitter at: @LeeAase

Bright & Shiny Things: PRSA Awards Enhance Careers

The El Bronce award goes to esd & associates...

...is not something you’re likely to hear at a PRSA awards banquet. You have surely seen our sponsorship credits, but you didn’t hear us called up to the stage over and over to pick up awards.

What you would hear are the names of our client-partners announced, one right after the other, to pick up their La Plata or El Bronce recognitions. Year after year, esd submits award nominations for our client-partners to say “thank you” for trusting us with their campaigns. esd & associates covers the entry fees, assembles the award entry and makes sure our clients are front and center to receive their awards of excellence.

PRSA awards are important because they are judged away from the market. Industry professionals volunteering for PRSA chapters in other cities examine the submissions and make decisions without vested interests in the market. When a client wins a PRSA award, it indicates superior achievement.

Awards surely boost esd’s image and we feel good when one of our campaigns wins a prize, but they are far more important to our client-partners. When our clients have their annual reviews or take on a new marketing initiative, a tangible award recognizing previous success can help make the case with their senior management.

The Community First Commercial Marketing team phrases it best: “We were in unfamiliar waters when Community First started offering commercial health plans. esd has worked with us for years, so we already had a productive relationship going. The campaign worked well, and Community First was able to reach a lot of new customers. The El Bronce award confirms our marketing efforts to everyone at Community First. It makes us feel proud of our work - takes it to another level.”

Entering awards in our clients’ honor reflects a core business value for esd: clients are partners. We keep our focus on the client’s objectives, we design targeted communications, we produce with a passion for excellence, we measure results and we celebrate the client’s success.

So why should you enter the PRSA awards? It looks good on your CV, it speaks highly of your skill set and it sends a clear message to management that the marketing department is focused on ROI.

Christine Kleha
esd & associates
PRSA Board Member

P.S. And when you hire a firm, choose a company that partners with you – understands your objectives and culture, shapes strategies that enhance your brand, measures impact and achieves results. If they enter award competitions and assigns full recognition to you, you know you’re working with good partners.

Lessons Learned: Hunting with a Shotgun

By Paul Hart, APR

The July issue of Public Relations Tactics has an article on the simmering lawsuit between the nation of Ecuador and Chevron Corp. This has been a big issue in the energy trade press but has had scant coverage in the general media.

The case involves allegations by Ecuador that Texaco Corp., which Chevron acquired in 2001, did environmental damage to Ecuador’s pristine jungle while developing an oil field. Chevron points out the work was done under a permit issued by Ecuador’s government and it met, or exceeded, all environmental stipulations set by the nation.

The stakes are huge.

Ecuador seeks $27 billion in damages, equal to half of that nation’s annual gross domestic product. The suit could end up as the ultimate ambulance-chasing, tort-lawyer shakedown of a wealthy defendant, or a landmark environmental judgment that could alter worldwide environmental standards.

One of the first mentions of the case in the general press came in May when CBS aired a 60 Minutes piece. In response to what it feared would be a negative story, Chevron produced a video on the issue and posted it on YouTube. That sounds innovative – using social media to counter the general media. But consider the differing results:

• The 60 Minutes episode had an estimated audience of 12 million viewers.
• The YouTube video has drawn 5,916 views, as of this writing.

Which medium had the bigger impact? You be the judge: The YouTube video has had 0.049percent of the audience the CBS News program garnered. I have no idea how much time and money Chevron spent producing the video. But one has to question its effectiveness in swaying public opinion.

The point here is its best to consider the potential audience a medium reaches when deciding where to place a client’s message. True, the traditional ink-on-paper and over-the-air broadcast media have been losing readers-listeners-viewers for years. But their audiences are still huge. And they won’t go away soon.

It may be best to couple social media placements with the general media when you want to reach an audience. In other words, use a shotgun, not a rifle. That way you have a better chance of hitting your desired target.

PR Is Not the Circus

As you probably heard, the circus was in town last week. Not just any circus, but the Ringling Bros. and Barnum & Bailey Circus. I’ve got to say, for the money, they provide tons of entertainment. And they are masters of making something look bigger and more exciting than it really may be.

P.T. Barnum is credited with developing several tactics used in public relations today, like press agentry, advertising, product promotion and the pseudoevent. He called his the “greatest show on earth.” He promoted Joice Heath as George Washington nurse (at the claimed ripe old age of 161). He brought us Tom Thumb and Jumbo. Scott Cutlip says Barnum’s audiences were so hungry for entertainment, they accepted his exaggerations. The “willingly deceived,” as the London Times reported.

He was an author, publisher, philanthropist, sometime politician and amateur psychologist. Wikipedia says he was the first “show business” millionaire. But the problem is, as you know, he also used deception, hoaxes and exploitation.

Unfortunately, I believe that this part of his reputation is what plagues our profession today. For the throngs who really don’t understand public relations, it’s easy for then to believe we do what he did: Lie, spin, look out for our organization’s interest above all else. It’s easy for them to believe this because they have been lied to, spun and victims of institutional self interest.

Usually these acts were committed by people other than PR folk. But look at those who worked for organizations that most recently lied to and exploited our faith: key people in Wall Street, financial institutions, and corporations as well as politicians. Not all, but enough.

PR professionals have a responsibility when working with an organization that is headed down that road to speak up or leave. It’s never that easy. It probably sneaks up on them. But there is a point where gray becomes black.

I’ve been there myself. Speaking up didn’t work, so I left. The organization eventually had to close its doors.

But I still reserve the right to enjoy the circus.

PS: The image I used is from a great blog post by Bill Sledzick, “The 4 Models of Public Relations Practice How Far Have You Evolved.”

Bringing in the Gold: How to Build an Award-Winning Entry

By Paige Ramsey-Palmer, APR

In the PR profession, our results often are measured by the number of reporters we attract to our event or program. Yep, that’s how we let the public know that we’re doing good stuff for our organization/community. But that shouldn’t be the end of our work. Entering that project in an award program provides a “next step” in promoting what we do. Winning award recognition shows your organization that you’re doing a great job when your work is compared with a standard of professional excellence. Don’t miss out on the opportunity to get this professional recognition for yourself and your team.

I entered our 6th Annual Shred Day in the Del Oro La Plata Award category, which recognizes outstanding campaigns, and I was thrilled to receive a beautiful trophy! As a tip, I consciously pre-thought the project as a future entry, keeping the La Plata guidelines in mind. These comments are based on the La Plata guidelines; the process may differ slightly for El Bronce entries or for other programs. Here are a few things you might consider for a La Plata entry next year:

• PLAN the entry BEFORE you start the project. Remember to collect your notes, communication and promotional pieces, media clips, etc. to make the entry easy to assemble. You have two pages to showcase your entry - make the words count.
• Use the Del Oro guidelines to be sure you have completely thought the project through. For example, every campaign must have research that justifies the project’s existence. Don’t forget to state your budget. This pre-thinking will help you define the range of tactics that you will eventually use.
• Goals and objectives must be itemized. For example, be sure each objective is clearly stated, measurable and time bound.
• Strategies and tactics used in implementation must be appropriate to the objectives. For example, the tactics need to directly support the objectives. All the parts need to interweave, supporting each other.
• Make sure your evaluation reflects the results of your research and planning. For example, how successfully did you stick to a budget, reach or exceed your objectives, and use creativity/strategy to get your results? Then, what went well and what could be refined for a project in the future, i.e. what were the lessons learned?

Finally, creating a successful award entry is much easier if you’ve been a judge for other award programs. Each year our chapter reciprocates in judging another chapter’s award entries. Set aside time in the spring to partner with a seasoned PRSA member and volunteer to judge a set of the entries. You’ll build confidence when you’re ready to develop an award-winning entry. Remember, if you don’t enter, you can’t win!

Eight Ways Graduates Can Prepare for the PR World

by Melissa Vela-Williamson, PRSA Board Member and a former Horizons Award winner for the San Antonio Chapter.

When I was a student nearing graduation, I had an overwhelming sense of pressure to find my first “career” job. I had learned about public relations from another student’s capstone presentation, and thought it sounded like the ideal fit for me. I read about the market and learned that PR was a competitive area to work. So what did I do? I hustled and began applying for jobs months before graduation. Luckily for me networking helped me find my opportunity to freelance and earn a full-time position at an agency.

That sense of desperation was just what I needed to start my career path. I can’t tell you how often I’ve run into interns or wandering graduates who are struggling to find a PR job. What they seem to all have in common is a sense of degree entitlement. You get the degree; you get the job…right? Any practitioner can tell you it doesn’t work that way. Additionally, today’s shaky economy has left the job ads empty and journalists pushing into our field. Couple with that the loss of some practitioners’ jobs and a new graduate with a chip on their shoulder is likely to remain jobless for a long time.

How can a new graduate prepare to earn (and keep) a place in the PR world? Here are eight essential tips that have helped me succeed through the early years.

1.Hone your writing skills
If you don’t know AP style, take a class right away. Also, continue to take writing classes once in the field. Nothing kills credibility quite like bad grammar.

2.Develop two-way relationships
Network with the purpose of building a relationship. You’ll reap endless rewards for being sincerely helpful. Being a source for journalists, a team player in the department will help others remember you…in a good way!

3. Keep up with technology and trends
If you don’t keep up, you’ll get left behind.

4.Do more than is required
Problem solve, over-deliver and always do your best to stand out.

5.Be humble
The second you think you know it all, you’ve just made your greatest mistake. Look for mentors, share your knowledge and be grateful for any chance to refine your PR skills.

6.Be straight-forward; not rude
The fast-paced PR world needs straight shooters, but always watch how you craft your own messages.

7.Look for new ways to approach the same thing
New angles to view events, story ideas, and logistics can help you improve your work and keep your responsibilities fresh

8.Make the most of every opportunity
If you are interning, put all of your energy in learning everything and impressing anyone you can. Show appreciation for others’ knowledge, time and contacts. People will want to help you if they know you take advantage of their assistance.

Lessons Learned

Today's post for Sizzlin' Summer is from Monica Faulkenbery, APR, and the San Antonio Chapter's Tex Taylor Lifetime Achievement Award Winner for 2009. It is an excerpt of her acceptance speech given in May.

In May, I was honored with the Tex Taylor Lifetime Achievement Award by our chapter. Not feeling quite “old enough” to receive a lifetime award but having been in educational PR for the past 30 years, I decided my speech would be about “lessons learned.” I figured that within those 30 years, I’ve probably made almost every mistake possible, and I could share some of those stories—some were funny (now); some were embarrassing (typical rookie mistakes); and some were life altering. I have been asked to share some of that speech on our blog—names may be changed to protect the innocent and not so innocent.

Lessons learned:
• At a college in central Texas, I was asked to do something about the apathy on campus among faculty and staff. We buried it, complete with casket, campus-wide funeral march, and kazoo band. Lesson learned: think twice before doing some stupid PR stunt.
• Coordinated a state-wide air show for several years. As planes came into the show, I signed multimillion liability contracts for military and civilian planes alike. Thank goodness, we never had an incident. Lesson learned: read the fine print on everything you sign.
• Played host to every seated President and U.S. Presidential candidate at the time. Preparing for an arrival, a Secret Service agent walked around the facility where we would have the press conference. Looking at the dingy, old room he said, “can you spiff it up a bit.” With mop in hand, it got “spiffed.” Lesson learned: don’t think you are above doing anything in PR.”• I once submitted a feel good story to local press about a third grader who was able to stop a school bus during rush hour traffic when the driver suffered a stroke. Because of that story, I spent the next month serving as that student’s agent booking him on all the major network talk shows, Jay Leno, Oprah, People Magazine, Access Hollywood, etc. You name it, he was on it. We even did a three day re-enactment for a TV show. The problem was that with all that attention he received, it changed the kid…not necessarily for the better. Lesson learned: you can change the path of someone’s life.
• Post-Columbine, I ran into an issue where a local shock radio station sent out a scantly-dressed biker dude to a high school pep rally, wearing only speedos and a back-pack with an antenna sticking out of it. The guy would not speak when asked what he was doing. Come to find out, he was broadcasting live. Not knowing that, security of course thought that there could be a bomb in the backpack. Kids, who listened to the station, knew what was going on and were going wild. Lesson learned: not sure what our lesson was…although the radio station learned a good one that day, but it makes for a good story.

I could go on, but as with my speech, I had to stop sometime, and conclude with a bit of sage advice to pass on from my lifetime of achieving. So here goes:

• Work at a job that you enjoy. I can say that I look forward to going to work every day. (I have worked at a job that I didn’t like and became a person I didn’t like, so I know the difference.)
• Join an organization – like PRSA – where you can connect with “your people.” People with similar interests and like personalities.
• Pursue your APR. Just by preparing for it will help you in your current job, help you learn more about your current field, and make you be more valuable to your current (and future) employers. By achievement your APR, will make you someone that finds their resume at the top of the pile in these tough economic times.
• Find a non-job related organization to volunteer at. We’re not on this Earth for just ourselves. Whether it is a homeless shelter, animal shelter, or family abuse shelter…by helping others less fortunate than yourself, making a difference in someone else’s life…will help you put things in perspective on those tough days.
• And, finally – don’t take yourself so serious. Enjoy your life because it truly is a short one.

From Journalism to PR

It wasn’t that long ago, well, only 22 years that I graduated from the University of
Missouri-Columbia School of Journalism certain I would retire as a TV news correspondent.

At the time, the civil war in El Salvador raged on and I had ideals of covering that conflict; but instead worked in Lubbock for a quick six months after graduation. Newsrooms were also increasingly becoming computerized.

As technology progressed, I could never envision the change it would affect on journalism. More often than not, I was rushing from crime scene tragedy after another, focused on my presentation for the 10 p.m. news while Silicon Valley tekkies were formulating blogs and about to give birth to Facebook and Twitter.

Now, four years into my PR career, I have found a real willingness and camaraderie among PR practitioners to help newcomers and freely share information. It’s truly the economy of giving.

Leaving TV news was easy but so was the transition into public relations.

Shortly after leaving TV news without a job, I walked into my first PRSA mixer. The late Marilyn Potts, PRSA Chapter president, took me by the hand and began introducing me to members. Marilyn told me, as did Kami Watson Huyse, that public relations is about forming “relationships.” I’ll always remember showing Kami a masterful campaign we planned for the Sisters of Charity of the Incarnate Word. Kami looked at it and said, “That’s nice. However, you can have the best campaign in the world but it won’t mean anything if you don’t have relationships.”

As my former colleagues transition out of TV news, or anyone interested in public relations, I really encourage attending PRSA functions. Introduce yourself; let people know you’re available. Ask people how they did it and what they’d recommend.

I really enjoy public relations and PRSA. I have much to learn, but in my brief time in public relations, I have travelled the globe, literally.

You don't have to be the gregarious sterotype of PR practitioners, either. Even the more subdued have found success in PR. In short, network and keep asking questions. It’ll be your first foray into another honorable and wonderful profession as you form lasting relationships.

Sizzlin’ Summer Session for Members

Every year, just prior to the last day of school, I ask my son to write down the five things he “must” do this summer. Two years ago, his list included having a community picnic with our neighbors up at Inks Lake, making a trebuchet with his dad, and going out to breakfast on a Saturday.

This year, we’ve been so busy, we haven’t yet had time to sit down and make the list, but it occurred to me that this would be a great thing to do from a professional standpoint. But don’t despair that you’ve got to compile the list all by yourself, or that you will be forced to go canoeing with my family this summer. The board of the San Antonio chapter is one step ahead of you.

We’re calling it “Summer Session” because, if you’ve ever taken a class at summer school, you know that you want the “light” version in which you don’t have to think too much.

Here’s what we’re cooking up in this summer session for PRSA members:

Sizzlin’ New Skills is a feature in which members who have transitioned into the field will share things that surprised them or for which they were unprepared.

Lessons Learned – based on the very comical topic which Monica Faulkenbery, APR, used in her Del Oro award speech, you’ll hear from professionals on what to do AND NOT DO!

Bright and Shiny Things – Here is where you will get the inside scoop on the members who were awarded La Platas or El Bronces, and find out what made them enter that campaign or tactic….just in time to start measuring your results for next year.

Try This will be a section about new tools for our profession.

Summer Session begins Tuesday June 23 and will be “in session” for ten weeks, every Tuesday and Thursday.

Wait for the bell!

Talking PR Strategy with Legal and IT Departments

There has been a lot of ranting over the years about the opposing views of a company’s PR counsel and its attorneys. PR staff in a crisis would find themselves having to stand by silently while CEOs listen to lawyers telling them to say nothing, admit nothing, help no one. They’d talk of the risk of lawsuits. While the risk of reputation loss was not even factored in to the equation.

I’ve never faced this myself. But – like you I’m sure – I’ve heard the arguments that typically call lawyers short-sighted and put the PR folk in the helpless role.

That’s why I found a recent live podcast recording by For Immediate Release so refreshing. They focused on the issue in a more balanced and constructive way. For Immediate Release is hosted by Shel Holtz and Neville Hobson. Their guests for this show were attorney Jim Golden and crisis expert Helio Fred Garcia. They talked about the relationship between attorneys and communicators and how it should change.

Part of the change they recommended was for the PR person in the room to come in talking about strategy rather than tactics. Don’t bring in a press release and ask about message points. Rather, instruct the CEO about reputation risks to the business for different stakeholders. Think like someone in the C-suite should be thinking.

The funny thing is that this is the same advice that some of my PR friends need to get through to their IT teams. I cannot believe how much leeway IT staff are given by CEOs to make what are really business decisions. Technology is a tool for business. And in our context, it is a tool for communications. We do communications to reach organizational strategic goals – not to be cool and never to put the organization at risk. It is IT’s job to make those tools available and to make them work for the organization.

I know I am ranting here – and it is not about my own situation (where there’s no reason to rant). I am ranting on behalf of some colleagues I know through PRSA. On at least three occasions in the last few months, I’ve had folks tell me of the trouble they are having getting their work done because of technology tools that are not available to them. In one case, the rationale was the out of pocket cost was too high. But clearly no one had not added the cost of wasted staff time caused by using the inappropriate tools. In another case, IT staff really don’t have an understanding of the particular tool in question, so their assumption is that it’s risky. In the third case, the IT staff are… well let’s just say sometimes you really do get what you pay for.

In all of these cases, the technologists are talking tactics, not strategy. But the paradox is that they get the ear of the CEO because when the network shuts down, the company shuts down.

Perhaps where I’m headed with this is that we each need to find a way to talk about strategy that is immediate and crystal clear. There’s no time to craft flow charts. With social media today and the 24-second news cycle, when a crisis hits, we don’t have days and days to argue with attorneys or with IT folk about the best response. We have minutes. And while we are focusing on strategy, we need our technology tools to help us handle the tactics.

Try Using Delicious

On Thursday, I led a quick demo of the free online tool, Delicious. I urge you to give it a try if you haven’t already. It’s benefits start with the small-level of personal efficiency to the larger-scale of media relations support and community building.

Here are some steps to get you started:

1. Set up a free account.

2. Follow the instructions to put the Delicious button on the toolbar of all the computers you use: home, work, etc. (this is critical and won’t mess with your computer).

3. Start bookmarking web sites as you find them over the next few days. For blog posts, remember to bookmark the particular story by clicking on the title or the date stamp before clicking the Delicious button.

4. Notice how many people are bookmarking (or “tagging”) the same sites you are tagging.

5. See what other sites they are tagging. This can help you in your research to find new resources.

6. Notice the other key words (or “tags”) they are using. This can help with your search engine optimization and news release optimization later.

7. Create a purpose-built Delicious page way to support a campaign you are working on. (See mine as an example: http://delicious.com/idra)

Below are some previous posts I’ve written and some by other folk for other good ideas.

Using Delicious in Public Relations

Lesson Four: Using Delicious

PR-Squared’s “Social Media Tactics” Series … Using del.icio.us for Thought Leadership
by Todd Defren

How I use del.icio.us for public relations
from the PlugIN to the conversation blog

Six Reasons to Use Delicious
by Cindy Stephenson on her PR Perspective blog

10 Years Later the Cluetrain Manifesto Still has Poignant Message

Today marks the 10th anniversary of the Cluetrain Manifesto. This little book predicted the future we are in now. The Cluetrain Manifesto consists of 95 revolutionary theses. The first is it’s most famous, “Markets are conversations.”

The Cluetrain authors stated: “It’s all about disruption, and the people taking back control of what they pay attention to.”

They call on us in organizations to speak with a “human voice.” #68 speaks to us in particular: “The inflated self-important jargon you sling around – in the press, at your conferences – what's that got to do with us?” People don’t want to hear that you are leveraging your resources to focus on your core competencies striving toward excellence.

I’m not really going to try to summarize the whole manifesto. You can read it online yourself or at least get an overview by reading the 95 theses. Plus you can see how bloggers from around the world are commemorating the 10th anniversary of the Cluetrain Manifesto today.

Much of the Cluetrain Manifesto was a bit frightening to the business world. The authors are quite clear that things are going to be different. And wow, were they right!

Communication has become easier for individuals. And in many ways, it has become more complicated for organizations, particularly in this transition period we are in.

What I find particularly interesting is that many of the ideals presented in the Cluetrain Manifesto are at the core of effective public relations and communications. While we often get a bad rap when our mistakes are so visible and our successes so seamless, PR is a truth-telling business. That means telling truth to customers, employees, reporters and communities. It also means telling truth to our bosses. Figuring out what the truth actually is requires listening. Effective communication requires listening.

Number 78 on the Cluetrain list says: “You want us to pay? We want you to pay attention.” This new world of social media is not about pushing our finely-crafted messages to the masses through in more channels. It’s a tool for listening and responding… to individuals.

So today, let’s applaud the Cluetrain Manifesto authors – Rick Levine, Christopher Locke, Doc Searls and David Weinberger – for telling it like it is.