Tag Archives: social media

Public Relations Isn’t the Cherry on Top

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?

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Stop Trying to Take the Easy Way Out

Lazy Peep by Flickr user [F]oxymoron

I attended the PRSA Digital Impact Conference last week, and like many PR events, it had a mix of really great presentations but I also noticed the continuation of a disturbing trend throughout our profession – laziness. Laziness disguised as "social media best practices" and cool new tools. 

Don't get me wrong – I don't think people are actively trying to be lazy. I don't think most people even realize that they're trying to take the easy way out. I think they view it as becoming more efficient or effective. And while many of these tools and practices may help someone increase their reach or save them some time, they are also making social media a hell of a lot less social. Why are marketers and PR pros doing everything they can to eliminate the most beneficial part of social media – the people? We are taking what should be a boon to our industry – social media – and making the exact same mistakes we've been making for years with other media. We're reducing relationships to impressions. We're eliminating conversations in favor of automated Tweets. Auto-DMs have replaced actual introductions. Hell, ghost-tweeters even allow you to remove completely  yourself from the equation altogether. People, relationships, and feelings are complicated – metrics, statistics, and tools are a lot easier to deal with. 

Imagine if we could do the same in the real world. Tired of going on all those dates without that…ahem…"payoff" you're looking for? Here's a tool that will let you isolate the targets most likely to deliver said payoff. Tired of all those boring conversations with your wife about how her day went? Here's a tool that will play auto-responses from you so that you can focus on watching the game instead.  I'll just use this app to create a hologram to sit at my desk even when I'm not there and auto-talk with the people I work with. That way, I can be "interacting" with my co-workers 24 hours a day!! 

Dan Perez wrote a post a few months ago – "The Bastardization of Pinterest Has Begun: A Rant" – where he noticed how marketers, advertisers, and PR people have flocked to Pinterest, crowding out actual conversation in favor of more and more content, infographics, and promotions. Social media used to be about people connecting with other people. Forming and strengthening actual relationships. Sadly, it hasn't taken long for people to figure out how to game the systems, how to eliminate actual conversations (those take time, you know) and minimize actual relationships (those can get messy). 

Like the kid scoring 10 goals on wraparound goals on NHL '94 (seriously, if you played that game, you know what I'm talking about – that play was unstoppable) or blocking extra points with Lawrence Taylor on Tecmo Bowl, people are sucking all of the fun and authenticity out of our social media platforms via tools and practices that promote automation and efficiency over relationships and conversation. 

Integrating social media into your public relations and marketing strategies can be difficult and if you haven't already done it, it's only going to get harder. There are a lot of PR professionals out there who think it's going to get easier – there's going to be some new tool that will automate everything, some new "best practices" that they can copy, or that some social media playbook is just going to appear that gives them the step-by-step of how to "do social media." There will always be people claiming to have tools and methodologies that will maximize your time in social media or to eliminate the time you spend Tweeting with only one person (if you would just Tweet between the hours of 3 and 4 on Tuesdays, you'll maximize your reach!!). 

Don't be one of those guys. Be the guy who values actual relationships and conversations over likes, impressions, and followers. Instead of trying to game the system, take some time and actually enjoy the people you're getting to know. Being able to blast your generic press releases out to 10,000 more people isn't a good thing. Focus on sending it to the right 1,000 people instead. Talk with a reporter about the stuff he's writing before you need something from him. Instead of measuring your success by how much stuff you put out and how many people it may have reached, measure your success by how many people actually read it, shared it, and did something with it. Just like playing Tecmo Bowl or NHL '94, gaming social media is easy, fast and unfulfilling. Building actual relationships and talking with people takes time, can be messy, and isn't real efficient, but it's much more rewarding. 

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Identify the Right People to Manage Your Social Media Initiatives

A version of this post originally appeared on this blog last year. I'm re-posting it with a few minor modifications because I just gave a presentation based on this content at PRSA's Digital Impact Conference. The full presentation is embedded below and available here.

Who leads your organization's social media initiatives? Is it someone who rose up and took the role or is is someone who was assigned that role?

Social media isn't something that can just be assigned to someone any more than you can just assign someone to be the homecoming king. Adding "social media" to that junior public affairs officer's job description isn't suddenly going to turn your organization into the next Zappo's. While you're at it, you might as well add "organizational budgeting" and "legal review" to his job description too – those are two other things that he/she might be able to do well, but would you really entrust those duties to them?

This is why so many social media initiatives fail – not because of technology or policy, but because of people.  We talk often about what department should lead social media, how to get leadership buy-in for social media, or what technology should be used, and while those are important discussions to have, you should be focused on identifying WHO should be leading the social media initiatives.  Not whether that's the Chief Marketing Officer or the Director of Public Affairs or the Community Relations Lead, but actual names of people.  Remember, social media is driven by the person, not the position.

The best person right now might be Joe over in Marketing, but what if Joe leaves the organization?  Who leads the social media initiatives then?  The answer isn't necessarily Joe's replacement.  It might be Kim over in HR. It might be that new guy over in community relations, or maybe it's your webmaster.  The point is that social media doesn't fit nicely into just one job description.  There's a very real human element to it, and identifying the wrong person, even if it is the right position is often the biggest determination in the success or failure of your social media initiatives.

To find the right person to handle social media for your organization, look for people who:

  • LOVE your organization and really understand its mission – first and foremost, find the people who love their jobs and believe in your mission. This isn't a job for the person interested in just the paycheck.
  • Believe in the transformative power of social media – it's not about applying the same old processes to new tools. It's about fundamentally transforming the way your organization interacts with the public, your customers and with each other.
  • You enjoy being around – If a person is a real butthead in real-life, he's going to be that way online too, and you can't afford to have someone like that representing you or your organization
  • Have little fear of failure – Early in my career, a client pulled me aside after they shot down 3 straight ideas I had and told me, "I want to make sure that you understand we WANT you to continue bringing those off-the-wall ideas because it forces us to think of things we never thought of and even if we don't take your suggestions now, they all become building blocks for future ideas."
  • Enjoy working in teams – Social media is "social" – you have to enjoy working with a diverse group of people
  • Are responsive – There is no 24 hour news cycle any more. It's real-time baby. You need people who you KNOW will reply to emails, tweets, texts, etc. quickly and thoroughly. Interestingly, these are also often the people who are the most ambitious and passionate about your organization too.  (*note – these are also the people who may take longer lunches or come in a little late because they don't just "shut off" at 5:00 PM)
  • Can speak like a human being – Corporate marketing speak, statistics, facts, and figures are good, but when was the last time you got inspired by a pie chart? Find people who can connect with their colleagues/customers/clients on a personal level
  • Are very aware of their strengths and weaknesses and are open about them – One of the first things I tell new employees is to find out what you're good at and find out what you're not good at, and then find people who are good at those things and make friends with them. In social media, you're going to come across issues regarding privacy, IT, legal, communications, and HR, not to mention specific functional areas of your organization. You can't know it all – know what you don't know, and know who to contact for help.
  • Are humble -People mess up in social media. A lot.  It's ok.  Admit you're wrong, fix what you messed up and move on. Not everyone can do this, and very few can do it well.
  • Are diplomatic – The point of social media isn't just to get more followers and friends. It's to help your organization reach its communications, marketing, and sales goals. That's why social media managers need to know how to educate others across the organization and demonstrate how social media can help their business.
  • Are dedicated to building a scalable, sustainable team – People go on vacation. People take other jobs. People get transferred. Make sure that your social media manager has the organization's long-term interests in mind and isn't just focused on raising his or her profile.

Now that I think about it,these are many of the same qualities that exist in any leader, right?  So, what other qualities would you look for when trying to identify someone to head up a social media initiative?

This post was inspired by Andrew Wilson's "Innovation Lab | Who Should Be At The Table" post and Lovisa Williams' "The Intersection" post. Fantastic stuff (as usual) by the both of them.

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What Steve Taught Me

The following is a guest post from some of the people who worked the closest with Steve over the past 4+ years at Booz Allen. His impact on the firm and individual people within the firm will be realized for many years to come. We’ve captured a few of the top lessons learned from Steve that we will carry with us in our work and life forever.

Steve taught me…
·         …that fortune favors the bold and fearless. Specifically, he taught me that creative, thoughtful ideas that have the potential to transform and disrupt should never be held back.  —Michael Dumlao
·         …that you don’t have to wear a suit jacket to play with the big boys!!! —Mike Robert
·         …how to navigate in a large consulting firm after spending my whole life in the education & research world –Don Jones
·         …the power of empowering others to build something new by boldly leading –Don Jones
·         …that great ideas can change powerful institutions, even when their tendency is to remain in stasis –Don Jones
·         …that be willing to speak up and shake the status quo can pay off –Don Jones
·         …that you can take the boy out of Pittsburgh, but you can't take Pittsburgh out of the boy –Don Jones
·         …that people come first. Time spent developing your "second team" is the most strategic investment you can make in your career. — Jacque Myers

  …to lead by example. Don't tell people what they should do–show them, and then empower them to take the lead. –Jacque Myers

  …to take risks, but choose your battles. Sometimes you have to ruffle feathers to get things done, but make sure it's truly necessary. Don't be a rebel for the sake of rebelling. Work within the system, and if it's something worthwhile that can't be accomplished the traditional way, blaze trails. –Jacque Myers

  …to network, network, network. I can't even count the number of times Steve would say to me, "You know (so and so) right?" He has a way of identifying people that matter and then building – and sustaining – relationships with them. Fortunately, he freely shared that network with me. One of my biggest challenges (and opportunities) moving forward will be to expand my own network in his absence. –Jacque Myers

  …If you believe in something, don't stop until you make it happen. Steve had a vision for transparency and collaboration in government long before the Open Government Directive and the #gov20 hash tag, and he would talk about it to anyone who would listen. He found people who shared his vision, and he worked with us to challenge our clients and transform the way they do business. His vision has been realized, and now it's time to move on to new opportunities and new challenges. Steve – Best of luck to you as you begin this new chapter! –Jacque Myers

·         …how to say yes enough to earn the right to say no.  –Tracy Johnson
·         …that getting your hands dirty almost always pays off. –Tracy Johnson
·         …that being a great leader has nothing to do with a title.  –Tracy Johnson
·         …how important it is to be a champion and mentor for other colleagues. I can’t thank you enough for being my champion over the past 3 years. Your support and encouragement has changed my career and life for the better. –Tracy Johnson
What has Steve taught you? How did it change your career or life? Please share your thoughts and well-wishes for Steve’s new adventures in the comments section!
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