Tag Archives: pr

A Partial Reading List for PR Students

Students in class

Image courtesy of Flickr user vasta

College students across the country are in the midst of moving back to college for the fall semester. In between partying, traveling, club activities, sports, Greek commitments, and jobs, some will also be attending classes. Those lucky enough to be taking a PR class should be looking forward to discussions about an industry that’s being turned upside down by technology. You’ll learn from brands who have made mistakes. You’ll learn from brands who have succeeded. You’ll learn about laws governing social media. You’ll learn how to use social media for yourself. You’ll learn how social media is being integrated into areas beyond just marketing and PR. And you’ll also probably learn plenty of tips, tricks, hacks, and shortcuts, all in the name of efficiency, scalability, or optimization.

Do me a favor this semester. If your PR professor starts sounding like a Buzzfeed article sharing all kinds of tips and tricks advocating how to get the most fans, followers, retweets, likes, or views, tell them that you want to stop taking the easy way out.

If the books and blogs you’re reading for your PR or marketing class start to sound too much like late night infomercials extolling get-rich quick schemes, here’s are some resources I’d recommend sharing with your professor and classmates this semester.

  • The Cluetrain Manifesto  – I’ve talked about this book a lot for a reason. It’s one of the first books I read when I first started in social media back in 2006. It’s as relevant now and it was then, and is a great foundation for any PR or marketing professional.
  • Humanize – Maddie Grant and Jamie Notter provide a fantastic how-to on making organizations not just seem more human, but actually function in a more human way. It tackles the hard people side of change that most organizations seem to think is taken care of with a memo or a training class.
  • Marketing in the Round – Marketing and PR are no longer the only organizational touchpoints with the public. Customer service, marketing, PR, operations, executive leadership – the public doesn’t care about your org chart. Successful marketing is integrated marketing.
  • Social Media Strategist – There’s a difference between being the millenial who is handed the keys to an organization’s social media accounts and being a business leader who uses social media to change an organization. FYI – the latter is who you want to be. Read this book and learn how to do that.
  • Spin Sucks – One of my favorite blogs for years – Gini and her team are whip-smart PR practitioners who understand there’s no technology replacement for good PR.
  • The BrandBuilder Blog – You’ll hear people whine and complain about the difficulty in measuring the ROI of social media ROI. Don’t be one of those people. Read Olivier’s blog and book.
  • Shel Holtz – I’ve been a fan for more than five years. Shel’s one of the smartest PR practitioners you’ll ever meet.
  • Shelly Kramer – I’ve just started reading Shelly’s blog over the last year or so, but I love her matter-of-fact approach to marketing and conversational tone.
  • Doug Haslam – I love Doug’s sense of humor and willingness to call BS on marketing “best practices” that have pervaded this industry.
  • Rick Rice – Rick and I share very similar views and frustrations with the PR industry – the PR practitioner as consultant and adviser, not as publicity hound.
  • Geoff Livingston – I’ve known for a long time too and have always admired his commitment to his beliefs and his broad knowledge of everything from marketing to branding to PR to social media.
  • Jeremiah Owyang – one of the smartest people I’ve ever had the pleasure of meeting in this industry. His blog, presentations, and dozens of research studies have been immensely helpful to my career.

There are a lot of other great resources out there (please share them in the comments), but sadly, even more that will lead you down a path full of shortcuts and hacks.

This semester, avoid taking the easy way out and remember that establishing and maintaining relationships are supposed to be hard. As any college student will tell you, creating and maintaining any relationship isn’t easy. It’s not easy in our personal lives, and it’s certainly not easy in our professional lives. It takes time and commitment. There’s small talk, awkward silences, disagreements, reconciliations, and long conversations. This is the case whether it’s girlfriends, boyfriends, roommates, customers, reporters, or employees.

Through all the tips, tricks, hacks, and shortcuts, remember that at the end of the day, successful PR really comes down to basic interpersonal communications. Listen more than you talk. Empathize with the other person. Add more value than you take. Say please and thank you. Be honest. Apologize when you’re wrong. Keep the basics as your foundation and you’ll do just fine this year and into the future.

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How a New Communications Graduate Can Stand Out

Image courtesy of Flickr user stevendepolo

It’s graduation season and once again, the resume, internship, and informational interview requests are rolling in. You’ve just graduated with a degree in communications, advertising, PR, or marketing, and have joined the thousands of other grads in competition for hundreds of entry level jobs and internships. It’s a tough market out there and I don’t envy the position you’re in at all. On the one hand, you’re being told you need to have experience to get the job, but to get that experience, you need a job. It’s a Catch-22 that many people never figure out, leading to them either going back to school hoping things will be easier with an advanced degree (they won’t) or giving up hope entirely.

As someone who has reviewed hundreds of resumes and hired a number of entry level folks over the years, I wanted to share five things that make those resumes stand out to me:

  1. Internships located away from your hometown and college – Ultimately, it’s the quality of the internship that is most important – did you get a chance to hold real responsibility? Interact directly with clients? Learn from respected professionals? Aside from that, one of the things that catches my eye is when I see that your internship was located in another city, away from your familiar surroundings. It shows me that you’re willing to take a risk, to go after an opportunity even if it’s not the easiest path, and that you can do it and come out better for it on the other side. There’s nothing wrong with taking the internship that will get you your college credits – with a local business, a family friend, or even with your own college, but if you want to stand out, consider taking that internship that’s a little bit scary and totally outside your comfort zone. After all, if you get a job in this industry, that’s pretty much where you’ll be every day – might as well get used to it now.
  2. Specific, detailed examples – One of my pet peeves is when I read resumes that read like job descriptions. Don’t spell out your job duties in a laundry list of bullets telling me what you were hired to do. Tell me what you did do. Rather than taking five bullets to tell me that you wrote press releases, managed social media sites, created media guides, and pitched media, tell me a story. How many press releases did you write? Can you link to them? What were the results? How many social media sites did you manage? What types of content did you share? What were the results? How many media guides did you create? How were they used? If you pitched media, was it local, regional, or national? Where were the results? What was your approach?
  3. An active, professional online presence – Link to your blog, your Facebook page, your Twitter profile, your Tumblr, your LinkedIn profile – anything that will give me more information than what’s on your resume. Every new grad has a resume. Not as many have a credible, professional online presence. And please, at least make it look like these profiles weren’t started the day after you graduated. The people who have built and maintained their online presence over a long period of time will stand out over someone with no search results at all.
  4. A point of view on…something – If you’re going to have an online presence, make it worth something. Pretty much all recent grads have a decent resume. Most have a LinkedIn profile. Some have an About.me or similar site, but very few have a point of view on something related to marketing, advertising, or PR. You’ve got fresh eyes. You haven’t been jaded by years of bureaucracy, clients, and budgets. What needs to be changed? What do you want to accomplish? What are your thoughts on the future of social media? Are you a PR specialist? Then start a blog and talk about your thoughts on the industry. Get on Twitter and share your thoughts on the latest PR crisis. Share links to articles you’re reading on Facebook. This isn’t rocket science. If you’re a graphic designer, talk about the latest trends in graphic design. Share your opinion on who’s doing it right. Show me your thoughts and beliefs and what sets you apart from the hundreds of other people who claim to do that as well.
  5. A recognizable name – And by a name, I mean your name. It’s pretty easy to find the names, blogs, Twitter accounts, and LinkedIn profiles of people working at the organization you’re applying to. Before blindly filling out some form, attaching your resume and hitting submit, do some research first. Comment on the blog posts of the people in the department you’re applying to. Follow them on Twitter. Share one of their status updates with your network. That way, when your resume hits their desk, you’re not just another applicant, you’re that person who’s been making those insightful comments on your blog or retweeting your tweets.

There are a lot of new graduates and not a lot of available positions. Working three or four internships even after graduating is common. Many will get frustrated and give up. Don’t let a boring, run-of-the-mill resume keep you from reaching your potential. Spend some time now updating your resume and online presence to set yourself apart. Even that may not be enough to get you the job, but it should at least help you get your resume printed out and put on the boss’s desk a lot more often.

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NHL Skating on Thin Ice With Many Supporters Post Lockout

A version of this article was written in mid-January and originally appeared in the February issue of PRWeek (subscription required)

On January 6, after 113 days, 625 missed regular-season games, and countless starts and stops, the National Hockey League ended its third lockout in 19 years.

After the last lockout, the NHL launched the “My NHL” campaign which portrayed hockey as a battle and its players as warriors. They also wrote thank you notes on the ice at every arena and increased their promotional giveaways. Marketers may point to the increased attendance and TV ratings that followed as evidence of this campaign’s success, but most people seem to think that had more to do with the very clear fundamental changes in how the league operated, including a salary cap, elimination of the two-line pass, shootouts, and a draft lottery.

Now, the league has to be wondering if fans will come back as quickly, if at all. After all, fans then were almost willing to accept the lockout if it meant the league would be healthier over the long-term. This time, fans view the situation as a greedy money grab by owners unwilling to reign in their spending. Nike’s new “Hockey is Ours” commercial even celebrates this “us vs. them” mentality by highlighting a defiant attitude among players and fans.

What the NHL faces isn’t simply a PR, marketing or image problem. This is a trust problem, with fans feeling betrayed more than once in less than a decade. Earning trust back won’t happen with commercials and thank you notes. It’s going to be about what the league does not what it says. Sure, the hardcore hockey fans will probably soon forgive, but the casual fan—the fan that’s been so responsible for the success of the league over the last ten years—isn’t going to be so ready to spend money on a league that seems to have so little regard for the people keeping it in business.

Here are five ways the NHL can start the process of repairing its damaged reputation:

  1. Start communicating with fans NOW MORE. Open up communication as soon as possible. Give fans details about the new agreement, what it means to their favorite teams, and how it makes the game better. At this point, over-communicate – not with marketing messages, but with contrite honesty.
  2. Create a space for fans to vent. The NHL should create an online space for fans to vent their feelings about the lockout, ask questions (which actually get answered) and offer ideas for improving the league. While some of the discussion will be rooted in frustration, the league is potentially opening up an opportunity to learn more about its core fan base and maybe even stumble on a good idea or two. Get the fans talking and keep them engaged, even if they’re hurt.
  3. Stop insulting fans and offer them stuff they actually care about. Thirty-percent-off merchandise and free parking for five games isn’t going to cut it. Make NHL Center Ice free for everyone. Offer free parking for the rest of the year. Offer free tickets to kids under the age of 13 – this is going to be your future fan base. Lower ticket prices across the board (e.g., if you lose half the season, make tickets half price, etc.).
  4. Increase transparency. Create content that pulls the veil back on league finances and operations. Now that the lockout is over, force teams to open their books. Hire someone to translate it into non-insider language to explain how the league is more viable now, and better yet, how this will ensure that yet another lockout isn’t going to happen again in ten years. The NHL already has a blueprint for how to do this – Brendan Shanahan’s video series explaining penalties and suspensions is a fantastic example of how to make complex things consumable to the average fan.
  5. Ramp up your community relations. All teams should have their players deliver the fans their tickets like the Penguins do. Hold open tryouts where fans can come and try out for the team like the Minnesota Wild have done. Go beyond sponsoring local teams and leagues and get involved with them, like the Nashville Predators did in the video below. Do all of this and more. Much, much more.
This was the second long lockout in less than ten years. Sure, some fans will come back as soon as that first puck is dropped, but to repair relationships with the vast majority of fans, the league is going to have to go beyond apologies, press conferences and tweets and show the fans that they care. It doesn’t matter what the league says, but what they do. If the league wants fans’ dollars (and loyalty) back, they’re going to have to first win back their fans’ trust.
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Ten “Boring” PR Skills You Need to Have

A few weeks ago, I was talking to some college students about PR, advertising, living in Chicago, and the work I'm doing at C-K. They loved hearing about the work that we've done with Corona, Porsche, and Cedar Fair. We talked about branding, TV commercials, media tours, and social media. By the end of our conversation, they were all telling me that I had their dream job and were asking me if we had any openings. At this point, I was feeling pretty proud of myself – after all, this was a much cooler reaction than when I'd regale them with stories of working with the IRS or the TSA. However, when I got got back to my office, I realized that I did those students a disservice. I got them all excited about riding roller coasters, drinking beer, and driving fast cars, but failed to mention the really fun stuff that I do every day. 

You want to get really excited about PR? Check out my budget spreadsheets and staff forecasting tools! Join me as I write a statement of work and analyze row after row of statistics! Excited yet? Maybe you'd rather stay at the office until 8PM writing a performance review? 

The best PR pros do a lot more than Tweeting, drinking with press contacts, and attending events. That might be what got you into the industry, but if you want to move up the ladder, you better sharpen these ten boring PR skills too. 

You may think these things are about as exciting as watching grass grow, but you'll want to learn these things if you want to keep growing.

  1. Manage Upward. Do you know how to pitch new ideas and get fast approval to try them? Can you manage your boss and his/her time so they don't become a bottleneck? Learn what makes your boss tick. Learn how they work so that you can expedite getting things done when you want to try something new. Gain their trust so are empowered to take risks and know they've got your back. 
  2. Manage your time. How many hours does it take you to write a press release? Do you know how to estimate how long it will take you to do something and then manage your own workload to get that job done on time? One of the best skills a junior person can develop is the ability to accurately estimate how long it will take them to do a job. 
  3. Give feedback. Do you know how to give honest, constructive feedback to a colleague? To your boss? Learn how to give both positive and negative feedback. This goes beyond saying "good job" – it means giving feedback so that people are motivated to do better. It means giving feedback so that they learn from their mistakes without feeling like an idiot. 
  4. Analyze statistics. Do you know how to make sense out of a mess of numbers? Can you comb through a bunch of spreadsheets and tables to find something meaningful? Learn how to analyze data, but even more than that, learn how to distill it down to laymen's terms. 
  5. Build and manage a budget. Do you know how to allocate $10,000 to get the job done? How many hours do you need? How many hours does your Assistant Account Executive need? How much of that should be allocated to hard costs like giveaways or vendor fees? Learn about hourly rates, profit margins, and scopes of work. Learn how to adjust on the fly and reallocate costs as needed while still staying under budget. 
  6. Delegate. You aren't scalable. You may think you're a hard worker and that you'll do whatever it takes, but at some point, you're going to realize you can't do it on your own. Learn how to delegate work to other people. Learn how to accept that other people may do things differently than you, but that doesn't make them wrong. Learn how to leverage your team's strengths and understand their weaknesses so that you use everyone's time most efficiently. 
  7. Develop and manage a project plan. Can you break up a big project into small tasks, assign them deadlines and then manage to those deadlines? Learn how to create a project plan that integrates deliverables, interim deadlines and costs and how to manage against that. This goes for small projects and multi-million dollar accounts. I've used project plans to help plan my work for everything from website content to huge accounts with multiple workstreams. 
  8. Work remotely. Can you be productive from your couch? How about on a plane? In line? Learn how to maximize your productivity when you're not in the office. I'm not just talking about using technology like wireless cards, cell phones, and video conferencing. I'm talking about knowing how to manage your work so that you're able to take an early weekend because you know you've scheduled your conference calls for while you're on the road. I'm talking about using your time on the plane to write your blog posts or catch up on your RSS reader.
  9. Ask for help. I don't care how smart you are or how hard you work – you're going to need someone's help at some point. Maybe it's because they've got a skillset or experience you need. Maybe it's because you're on vacation and need someone to handle a client crisis. Learn that you don't have to do everything on your own. Learn how to ask for help before it's too late. 
  10. Write a performance review. Sooner or later, you're going to have to write someone's performance review or at the very least, contribute to one. Many organizations have implemented 360-degree reviews where you may be responsible for collecting feedback and writing a colleague's review. Learn how to objectively solicit feedback about someone else, analyze that data and write an objective review of that person's work.  

What other "boring" skills would you add to this list? The opportunity to pitch an idea to the producers of the Today Show or to go bar-hopping with the editors of Maxim may be what got you interested PR in the first place, but those opportunities only happen once someone has done the dirty work first. Someone has to build the strategy, develop the project plan, allocate the resources, manage the budget, and get someone to sign off on the idea before you're going to get the opportunity to make that call. Learn these boring skills now so that you can contribute to the entire process, not just the fun stuff at the end. 

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