Archive | Public Relations RSS feed for this section

From the Government to Big Brands, From the Left Brain to the Right Brain

June 24, 2012

5 Comments

Three months ago, I made a huge change in my life. After eight years as a government consultant in DC, I picked up my family and moved to Chicago to work at Cramer-Krasselt. I went from DC to Chicago, from consulting to PR, from government clients to big brands, from the suburbs to the city, from leading virtual teams to being in the office with my entire team every day, from being at the tip of the spear of the #gov20 movement to being just another PR guy prattling on about social media – and for the last three months, I've been trying to adapt to this new life of mine.

As you can tell, a lot has changed, but a lot has remained the same too. I still spend way too much time in meetings. I'm still having varying levels of success managing office politics. And I'm still trying to change the status quo. I'm not ready to say that PR in the private sector is any better or worse than government consulting – it's just different. And for me, different is good. Instead of being the grizzled veteran who's been with the company longer than most people, I'm the new guy. Instead of being the guy everyone runs to for social media advice, everyone here at least knows the basics, with many knowing much much more than that. Every day, I feel challenged. Every day, I learn something new. Every day, I realize I'm in an entirely different world now. Even though I still do PR and communications, the clients and the environment are very different. So while there are some similarities, in many ways, it's like a whole new career.

This isn't to say that one is better or worse than the other – in fact, it's the dichotomy of the two that I'm enjoying. While I find myself learning more and more about branding and advertising every day, I'm also teaching my new colleagues a lot about staff forecasting, team management, performance reviews, and strategic planning too. If I've learned anything over these last three months, it's that the typical PR pro would be more effective if they thought more like a consultant, and that the typical government consultant sure could benefit from some more creativity and risk-taking.

If you've done PR in both the public and private sectors, what kinds of differences have you experienced?

Continue reading...

The Future of Branding is About Making Friends, Not Ads

May 12, 2012

3 Comments

Make friends, not ads.™

That's the message that greeted me when I first opened the Cramer-Krasselt homepage and again when I walked into the lobby for my first interview five months ago. Seemed especially fitting for me as I've railed against traditional advertising ("look at me!! come buy my stuff!! Now! Now! Now!") and traditional PR ("we're the world's leading provider of innovative solutions…") for what seems like forever. Five months after that first interview and six weeks after my first day, I realize that this is much more than a tagline – it's the future of branding. 

For years now, I've been telling my teams, my clients, and anyone else who will listen that they need to read the Cluetrain Manifesto, internalize it, and put it into action. In fact, stop reading this post and do yourself a favor and read the 95 theses included in that book. It has really changed the way I think about business, branding, public relations, and advertising. Now, maybe I'm just naive or I haven't been in the private sector long enough, but I'm seeing signs that this industry is finally starting to get it. Success isn't about creating that one really cool ad, but about creating lasting relationships with your employees, your customers, and the public. 

Here are a few of the recent articles that I've come across that seem to back this up – 

Consumers Are Most Likely to Forgive USAA, Hyatt, Chick-fil-A and Costco Because Of Their Customer-Service Records, According to New Research — But Much Less Likely To Forgive Chrysler, US Airways, Comcast and BofA

"Forgiveness is a valuable asset that you earn by consistently meeting customers' needs, but many companies don't have enough forgiveness stored up to recover from their miscues"

It's Time for Advertising to Take a Lesson (Gasp!) from Public Relations

"They're not your customers; they're your constituents. It's been said often, but it bears repeating: People don't buy brands. They join them. So modern brands must function like political parties, identifying issues, expressing a coherent world view, staging debates and structuring dialogues."

Social Media Is About Cultivating Community, Not Corralling Cattle

"The harder you try to sell, the more you scare — or simply bore — people away. This central truth is not difficult for brands to understand, but for some reason it is hard for them to internalize and act upon. What is first required is to embrace social relationship-building not as the latest marketing fad, or even as a new reality that has been forced upon you, but as a means to revaluate who you are, what you stand for and why you are in business in the first place."
"As agencies, we have to be honest with clients and help them figure out how big or small their footprint should be in an ever-expanding social universe. Are we crafting community strategies with the brands' objectives truly in mind? Marketers should take the time to step back, look at how many things their consumers have in common and build social presences around what their customers care about and why they are connecting."
To a PR guy like me, I'm reading these articles nodding my head saying "ummmm…no shit. I've been saying all of this for years, and Cluetain said it more than a decade ago." Unfortunately, to many, this is still revolutionary thinking in the advertising, marketing, and even PR industries. THIS is the future of branding – it's not about social or mobile or location aware apps or retargeting – it's about fundamentally rethinking what we learned about PR, advertising, creative, and digital in college. It's about making friends, and not Facebook friends or Twitter friends – it's about making real, honest-to-god friends. Friends who will forgive you when you mess up, who will accept a higher price because they understand and empathize with you, who will step up and defend you when you're being attacked, who will pay more because they share similar beliefs, and who will talk about you with their friends and family because they believe in you. 
 
Ads alone aren't going to win you many friends. The most successful brands have already realized this and are using all of the tools at their disposal – advertising, public relations, community relations, creative, CRM – to build real friendships based on mutual trust, integrity, and respect. So, take the advice I see every day when I walk into work and start focusing on making friends, not ads.  
Continue reading...

PR Pros and Wikipedia: Can They Ever Get Along?

May 1, 2012

4 Comments

Photo courtesy of Flickr user bitjungle

All Wikipedia articles and other encyclopedic content must be written from a neutral point of view. This means that editors should avoid stating opinions as facts, avoid stating seriously contested assertions as facts, avoid presenting uncontested assertions as mere opinion, use non-judgmental language, and accurately indicate the relative prominence of opposing views.

One can easily see how these five attributes may be in conflict with the way many PR professionals do their jobs. Whether it's cranking out news releases (where "news" is obviously very loosely defined) or getting paid for covert smear campaigns, the PR industry isn't exactly known for being a bastion of authenticity and impartiality. It's no wonder Wikipedia has advised against PR pros editing articles directly. There seems to be a pretty clear conflict of interest that exists. Paid advocates making edits that are supposed to be impartial, fair, and balanced? Would you want a judge presiding over a hearing where his/her son is the defendant? Would you want to read a restaurant review from a reporter who is also part owner of said restaurant?

That's a big reason why most PR professionals have avoided Wikipedia for so long, fearful of the wrath of the editing community. Even if their edits were truthful and impartial, many would think they weren't, citing their conflict of interest. That's the thing with conflicts of interest – often, the mere perception of a conflict of interest is almost as bad as an actual conflict.

Unfortunately, Wikipedia is now experiencing the unintended consequences of locking out PR pros. According to a study conducted by Marcia W. DiStaso, Ph.D., co-chair of PRSA's National Research Committee and an assistant professor of public relations at Penn State University, 60% of Wikipedia articles about companies contain factual errors. Moreover, when asked how long it took respondents to actually engage with one of Wikipedia's editors via the respective Talk pages, 40% said it took "days" to receive a response, 12% indicated "weeks," while 24% never received any type of response. A recent infographic by David King further illustrates Wikipedia's problem with keeping company Wikipedia pages up to date – according to his research, 86% of company pages are incomplete and 56% of the article tags are flagged as needing better citations.

Here's the problem. PR pros, the people who often have the most accurate and up-to-date information about these companies, are advised against sharing it directly with the Wikipedia community and subsequently improving the quality of these pages. Are our only options to ban PR pros from editing Wikipedia pages, accepting incomplete, inaccurate information OR concede impartiality and allow the rampant addition of puffery and marketing-speak? I don't think allowing PR pros to edit Wikipedia directly and preserving impartiality and factual information have to be mutually exclusive. Just like other industries have created extensive processes and policies to mitigate potential conflicts of interest, so too should public relations.

This year, at least two separate groups have been created to help improve the relationship between the public relations industry and Wikipedia. The Corporate Representatives for Ethical Wikipedia Engagement (CREWE), started by Phil Gomes, and the WikiProject Cooperation, started by David King, are taking the first step in bridging this gap. PRSA itself has also weighed in on the subject, with PRSA Chair and CEO Gerard F. Corbett, APR, Fellow PRSA saying,

"The issue over edits made on Wikipedia is one that affects more than just the public relations profession. It has implications for every business, organization and institution around the world, given Wikipedia’s widespread use as an information resource. We believe there is a case to be made for PR professionals to responsibly edit client Wikipedia entries in an ethical and transparent manner. At its most basic level, it is a matter of serving the public interest.”

There's clearly a need to transfer the knowledge that PR professionals into the largest encyclopedia in the world. There are too many incorrect and incomplete entries that could easily be fixed and made more valuable for the community if the people with this information could more easily edit and add it. However, I don't think this is Wikipedia's problem as much as I think it's the PR industry's problem. Even if what a PR person says is completely true, there's a perception that it's propaganda and that we're hiding the actual truth. For years, PR pros have been caught in scandals, lies, and unethical practices. Just like when we were in school and a few bad kids ruined it for the rest of us, so too have a few unscrupulous PR firms and people ruined the public perception of our industry. The dishonesty of a few has burned too much trust with the public, the media, our clients, and within our own organizations. We have to earn back this trust as an industry before we can expect other people and organizations to trust us to be impartial, transparent, and honest with anything, much less Wikipedia.

Corbett says that PRSA wants to work with Wikipedia to develop rigorous and explicit editing guidelines that can be used throughout the profession. That's great, but unfortunately doesn't help address the thousands of alleged "PR professionals" who aren't, never were, and never will be, members of PRSA. We can't disbar unethical practitioners like lawyers can. We can't take their license away like doctors. We can't even take their medallion like taxi drivers. As long as anyone can practice public relations and call themselves a PR pro, we will always suffer for the sins of a few unscrupulous ones. That's why I think the relationship between the PR profession and Wikipedia will always been adversarial.

The real opportunity for initiatives like CREWE and the WikiProject Cooperation lies not in lobbying for the profession as a whole, but in working hand-in-hand with Wikipedia to create higher (not lower) barriers to entry for PR professionals. ALL PR professionals shouldn't be able to edit Wikipedia – I would instead prefer to know that those who do have been vetted, trained, and advised by the community. This "Wikipedia Editor License" for PR pros would serve as a clearinghouse for Wikipedia to ensure these select few individuals would understand how to properly disclose and mitigate any potential conflicts of interest and edit according to the community standards. In short, this issue may present us with opportunity to bring some regulation to a profession sorely in need of it.

Continue reading...

Public Relations Isn’t the Cherry on Top

April 23, 2012

1 Comment

Photo courtesy of Flickr user SeRVe Photography

"Let's bring PR in so they'll get us some media coverage for the new launch!"

"Let's make sure we have PR look this over to make us sound better."

"Can you have PR develop a plan to make sure the public thinks we're awesome?"

"Our customers keep complaining about our product – can we get PR in here to help drown that out with good stuff instead?" 

"No one is following our Twitter/Facebook/YouTube/Pinterest/LinkedIn/Foursquare account – can PR go get us more fans/followers/likes/subscribers/friends?"

We've all heard these things at one point or another in our career because people continue to misunderstand what public relations is. Despite coming up with new definitions, there continues to be a lack of awareness on the part of our clients, colleagues, and friends about what we actually do and the value that we bring to a business. PR isn't:

  • Some transactional activity that's thought about only after the advertising campaign is created.
  • Something that's brought in after the product is completed and you're gearing up for launch.
  • About getting media coverage.
  • About making the public think your product is the best or that your company is awesome
  • About generating "buzz"
  • Something that's going to cover up bigger issues like customer service or product quality

Public Relations is much deeper than all of this. Public Relations is about – you guessed it – building and maintaining relationships with the public, the very public buying your products, walking into your stores, writing about your company, and telling their friends about their experiences. Those users, demographics, markets, and audiences that you and your analysts always talk about? They're actual human beings. Human beings with very loud voices who can, at moment's notice, make or break your business. Your brand isn't determined by what you say you are, but by what you actually do. It's determined by what your customers see and hear from you every day.

The general public has never had more power than they do right now. Yet, businesses continue to try to take the easy way out clumsily advertising, optimizing, and marketing to these people like they're switches that can be turned on and off if we hit the right levers. What most companies don't realize is that not only is the public more powerful than ever, they are also smarter than ever too. Your customers, employees, and partners want require more than a company talking at them – they want a company that talks with them. They want to talk to actual people. They want companies who care about more than selling more widgets. They want companies who think about something other than their own bottom line. 

Paradoxically, organizations continue to look at public relations practitioners – the very people trained in developing and maintaining these relationships that are more important than ever – as little more than an afterthought. "Oh yeah – we're going to need PR to drum up some media coverage too!" Smart organizations are realizing that marketing and advertising can only take them so far. As my favorite book, the Cluetrain Manifesto says –

"We have real power and we know it. If you don't quite see the light, some other outfit will come along that's more attentive, more interesting, more fun to play with."

Successful organizations are integrating public relations earlier and deeper than ever before. Instead of being a key component of their marketing campaigns, PR is now becoming an integral part of their business plans. This integration, while more time-consuming, has many benefits:

  • Online communities of advocates who promote your brand not because they're being paid or because they have to, but because they truly love your brand
  • Consumers who are more likely to forgive when you inevitably make a mistake
  • Employees who truly love your brand and who act as an extension of your marketing department through their everyday work
  • People who will pay a little more for your product because they trust you
  • Reporters who call you asking for story ideas instead of the other way around
  • Organizations who voluntarily cross-promote your products/services because they trust and respect you
  • People who will leap to your defense in the face of attacks and criticism
  • A corporate voice that sounds authentically human instead of stiff, hollow, and fake
  • Content that is entertaining, informative, and/or useful instead of screaming BUY OUR STUFF NOW!!!!
  • Issues that never become full-blown crises because of the relationships that have been built with employees, customers, media, and partners
  • Corporate counsel that represents the public, not just the bottom line or the shareholder

The public is more powerful now than ever before and good public relations has never been important for your brand. Shouldn't PR become more than a bullet point at the end of the agenda, more than last department to get budget allocations, more than the cherry on top of the sundae? Shouldn't your relationships with the public be a key component of everything you do?

Continue reading...