Tag Archives: communications

PR Filling Gap In Dwindling News Coverage

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TimesPicayunelayoffsThe news media’s freefall continues, creating both good and questionable opportunities for the PR world to deliver information directly to consumers, a new report suggests.

The Pew Research Center report, “The State of the News Media 2013,” says the power of journalism is shrinking as the news industry continues to cut jobs and news coverage.

“This adds up to a news industry that is more undermanned and unprepared to uncover stories, dig deep into emerging ones or to question information put into its hands,” according to the Pew report released today.

The good news, at least for PR professionals, is that the public’s hunger for news holds steady and that those with information to share are getting better at using digital technology, bypassing media outlets, and taking messages directly to the public.

Read the rest of this post at Ragan’s PR Daily.

5 Social Media Resolutions for 2013

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I’ve never really cared for New Year’s resolutions. My take has always been, “If you want to do something, just start today. Why wait for January 1st?” But since budgets and annual marketing/communications plans tend to start anew on January 1st, I’m making five social media resolutions for myself, and my clients.

1)   Measurement & Metrics: Put a Stake in the Ground…Today.

Most of my clients are forward-thinking enough to have some form of measurement process in place – the New Year is a good time to reassess that process. What do you want to accomplish via social marketing in 2013? Are you following the appropriate metrics to track your progress? Are you actively tracking any metrics? Now would be a good time to put a stake in the ground – we’ll all be thankful we did when we have results to celebrate in March. Think of this like your resolution to get into swimsuit shape by spring.

2)   Get to Know My Followers/Audiences Even Better

A lot has changed since January 2012. Pinterest, Google+, Instagram and even Facebook’s privacy settings have come a long way (for better or worse…), and users are constantly changing their habits. Not to mention the fact that individuals are most likely becoming burnt out on information, making it harder to have a meaningful interaction with the people in your online community. Reassess what they want to talk about, what they want to read/watch/interact with – and how those wants might be different from platform to platform. This is similar to your, “Stay in touch with my friends more frequently” resolution.

3)   Define the “Action” I’d Like My Community to Take

Conversations, engagements and page views are all great, but what action do you want your followers to take? Purchasing a product? Visiting a website, or visiting a retail location? Sharing your posts? If you define the action, your social media/content plan will become infinitely clearer. Your “spend more time with my family” resolution is a lot more attainable when you tie it to something tangible like, “eat dinner at the dining room table at least twice a week.”

4)   Invest in Quality Content

I beg of you, it’s time to stop saying, “content is king” and start acting on it. Assign resources and budget to meaningful content creation in 2013. If you know what your community wants, what action you’d like them to take and what metrics you’re tracking, then spending time and budget on dynamic content to connect those dots will be more than worth it. I like to think of this as the “stop talking about it and get it done” resolution.

5)   Be More Social, Have More Fun

Don’t let all this talk about metrics/content/audiences/goals consume you so much that you forget a fact that has not changed in the past year: it’s still “social” media. Resolve to interact with people more often. Post a quick “congrats,” “cool!,” “you rock,” and “where did you find that?!?” more often. Promote colleagues, partners and friends; share interesting and useful content from others; and generally talk more about others than yourself or your company. After all, is there a more noble resolution than, “Putting others before yourself?”

Jim Licko is a senior director of social media and digital strategy at GroundFloor Media. He often has a short attention span and likes to make resolutions at all times of the year rather than waiting for New Year’s Day.

Newsweek learns difficulty with managing social media conversations

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Newsweek‘s attempt to start a legitimate conversation and interest in its controversial cover story titled “Muslim Rage” is backfiring.

The magazine, which is trying to reinvent itself amid struggling circulations numbers, wanted to hear readers’ reactions to its controversial story, and earlier Monday it tweeted:

“Want to discuss our latest cover? Let’s hear it with the hashtag:#MuslimRage.”

What followed over the better part of the day was nothing short of amazing—a hilarious response to the magazine’s attempt to draw eyeballs by provoking fury. Continue reading at Ragan’s PRDaily.

Entertainment Tonight – Not your mama’s political media

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Last week, The Washington Post published an article commenting on President Obama’s recent interviews with the likes of People magazine, “Entertainment Tonight” and other news outlets that fall outside the standard lineup of “John King USA” and “Meet the Press.”

So why is the President carving out time to comment on the latest Carly Rae Jepsen song?

The role of the American media has shifted (or expanded) from its primary focus on sharing news and information to a broader perspective on what is going on behind-the-scenes.

It’s not enough to know the facts – there are plenty of places to go for that, start with Wikipedia. Today, we want a deeper reason to agree with one source versus another. Do we share more in common with a particular political leader or business entrepreneur, such as a love of organic vegetables or a favorite playlist on iTunes®?

Americans want to “like” individuals and companies in the news, and that’s not just on Facebook!

As PR professionals, we often counsel our clients about these changing dynamics and how important it is to “humanize” news and put a “face” on even the most banal topics. It’s no longer good enough to share what your widget does – even if it’s a first of its kind –the media wants to know how it makes an individual’s life better (and it often helps to have that individual sitting side-by-side with your executives in media interviews).

In addition, traditional media outlets are no longer the only way we work with clients to reach key influencers – experiential marketing events that create a unique branding experience are equally, if not more important than a cover story sharing all the ins and outs of the latest new thing.

Brand building and media relations have never been more entwined, which is why the Obama Administration knows it is as critical to position the Obamas as “The First Couple of Fitness” as it is to share news about the President’s health care initiatives and economic policies.

People and “Entertainment Tonight” join “Saturday Night Live” and the “Late Show with David Letterman” as prime outlets to connect with Americans in a format that is both engaging and disarming. The breadth of the President’s outreach efforts reinforces all that continues to change about the news media – what makes news and what breaks news.

~ Kimmie Greene

P.S. I have no idea who Carly Rae Jepsen is!

Can savvy PR can rescue Groupon and Facebook?

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Leading up to their IPOs, Internet sensations Groupon and Facebook could do no wrong. Everyone wanted to ride the public relations wave of exciting news.

But along comes the mundane world of finance, where high-flying Groupon and Facebook are met with dismal ledger sheets and waning stock prices.

Now it seems everyone is jumping off, forcing the PR teams to change direction from managing positive buzz to stopping a crisis of confidence.

Find out how by reading the entire post at Ragan’s PR Daily.

The Power Behind Social + Traditional Communications

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I recently had the privilege of traveling to Alaska with my colleagues David Landis from our PRGN partner agency in San Francisco, Landis Communications, and GFM’s Jim Licko to provide social media training for SouthcentralFoundation, Alaska Breast and Cervical Health Partnership, Alaska Native Tribal Health Consortium and other partner agencies.

The training sessions were well attended and led to great discussions about today’s most popular social media platforms (Facebook, Twitter, Pinterest, Google+, etc.) and their relevance for various organizations, as well as the importance of measuring an organization’s social media efforts. The conversations also made us very aware of the challenges of communicating with indigenous populations throughout a state that is twice as large as Texas and in which small planes and snow machines are the only way to get to many villages.

What we determined is that social media is not THE answer to these challenges, but that it is a great supplement to the various channels of communication available to health providers reaching out to audiences near and far. This is a great point for all of us to remember, regardless of what your products or services might include.

While social media is the newest shiny object, it is not the end-all, be-all and must be part of a comprehensive, strategic communications mix. For example, driving people to your company’s Facebook page via a QR code promoted at a special event can increase traffic to your website – if you provide the right mix of content on your Facebook page to serve those who land there. It could also directly impact the number of people who attend free health screenings or request, in the case of the Alaska Department of Health and Social Services, free condoms that are shipped anywhere in Alaska upon request.
I’m a big believer in the power of social media, but I also caution all of us not to let more traditional means of communication fall by the wayside while we’re trying to determine the best social media strategies. When you combine traditional communication strategies with your social media strategies your ability to reach a broader audience increases and, in many cases, you’re metrics will be clearer and easier to define. What difficult challenges – like disparate audience or highly dispersed population – have you overcome with an integrated communications campaign? Why did it work?

~ Ramonna Robinson is Vice President and Managing Partner at GroundFloor Media.

Content vs. Connections – The Push and Pull of Social Media

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You don’t have to look through your RSS feed for very long to find a variety of blog posts about the staying power of Facebook, or the adoption (or lack thereof) of Google+. I recently ran across this insightful post that discusses how Facebook is inherently more about connections (people you know) and Google+ is more about content (sharing similar interests). While I don’t disagree with the author’s assessment, I would challenge the fact that one social platform is inherently created for one purpose or the other. As communicators and marketers the conversation shouldn’t be content vs. connections, but rather how the two work together.
To use a personal example, I had never heard of the Adventure Journal until they came up in a Twitter search. As an outdoorsy-type, I enjoyed their content and liked them on Facebook so I could receive their content on that platform as well. It had little to do with a personal connection, and everything to do with content.
On the flipside, I’ve discovered more than a handful of individuals and brands on Google+ because of their content, which have also turned into meaningful connections (in-person meetings, business opportunities, etc.).
Social media offers individuals and businesses amazing opportunities to find and be found, to create and consume. Its less about which platforms serve which function and more about how we make connections (customers, friends, brands) through meaningful content (text, data, photos, video). In order to do so you have to first understand your audience; where they can be found and where they will find you, what they want to create and what they want to consume. Then go find them, create the content that allows them to easily find you and build on that relationship or connection by talking with them, not at them.
Let’s stop looking at content and connections as black and white, separate discussions, and start talking about how they can work together to use social media as efficiently and effectively as possible.
Jim Licko is a Senior Director of Social Media and Digital Strategy at GroundFloor Media. As displayed above, he enjoys ranting about the use and misuse of social media. 

When to say ‘no’ to a PR client

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Turning down a potential client can be hard, but in the short-term and long-term it will likely turn out to be a wise business decision that will save money and heartache.

To help make the tough call on when to say “no,” let’s review some established rules and less tangible ones that can be used before deciding to take a pass on a new client.

These are just few a red-flag rules, but if the client gets past these then the chances are better that you can create a successful relationship and do a better job of helping clients build—or rebuild—reputations.

Insist on immediate results. PR is a long-term process, particularly in crisis communications. Building a reputation can take time and an investment. Quick-hit PR campaigns rarely produce desired results.

Want to spin the news. Yes, the media landscape is fractured, but journalists can still smell when a company’s PR team is trying to spin the news. Plus, it’s just not a good practice. The truth may not get immediate results, but it helps build a brand reputation over the long-term.

Rift in the executive offices. When there are divisions in the executive team, particularly as it relates to the PR team, it makes for an uphill battle. A successful PR campaign needs buy-in from all of the executives.

Seek a service agency. Successful PR campaigns work better when a firm is part of establishing the initial strategy, instead of simply carrying out a campaign. PR firms do this work everyday and bring established strategies, and know when to say something is not going to work, and, what will be successful.

Sketchy PR track record. There may be legitimate reasons why a company seeks to switch its PR direction and go with another firm. Take notice if the switch is a regular occurrence. It might be a sign the company doesn’t get PR or has unreasonable expectations.

No cultural fit. This red flag is based on the unscientific gut check. While you may not want to hang out with your clients after work, you do need to like and respect them and their business. Plus, work styles and expectations should mesh not just on paper.

(This post also appears on Ragan’s PRDaily)

6 ways to respond to tricky interview tactics

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GroundFloor Media's Crisis Communication experts offer these guidelines to help you avoid getting fooled by a clever reporter.

Journalists can be relentless in their pursuit of a hot story, and some will reach into their bag of tricks to extract a little extra drama from their subjects.

To help protect you and your clients from being drawn into a sensational story, or revealing information that you don’t want made public, here are some reporter tricks, along with suggested responses.

Putting words in your mouth

Remember, confirming a statement made by a reporter with a “yes” could open the door for a sensational comment, attributed to you. In one interview, I heard a reporter ask a source if he was “devastated.” The source gave a long, more moderate answer, without correcting the reporter’s comment. The next day he was quoted as saying he was “devastated.” Correct first, then elaborate.

Softening you up for the kill

Some of the most effective reporters are the ones who kill you with kindness. You are prepared for aggressive reporters, but when the nice ones ask a tricky question, you are often caught off guard and may reveal something you did not intend to. Remember, reporters have a job to do, and they are not your friends. Stay on your guard.

Awkward silences

Reporters deliberately will not ask an immediate follow-up question, leaving a silence with the hope that you will fill the time with more information. The solution: Be comfortable with the silence, and stick to your messaging.

“Would it be accurate if I said … ”

This one is hard, because a reporter may tell you they are reporting something about you that is wrong, and by confirming it you have opened the door for the information to be made public. Often, the reporter is simply fishing and does not have confirmed information or is just goading you. The best answer is no answer; tell them it is their job to confirm the reporting.

Anonymous sources

Never confirm, deny, or comment on information attributed to anonymous sources. You don’t know if these sources exist, and frequently the only way a media outlet can use an anonymous source is if someone confirms or comments on the information. Gone are the days when the media only uses anonymous sources for victims of crimes.

Asking to go on background or off the record

As we have discussed before ( ‘Off the record’ no longer applies), sharing information off the record is never a good idea. Just assume that whatever you tell the media, whether on background or off the record, will become public. It’s unfortunate, but gone are the days when you spend years working with the same reporter, developing a level of trust. Those reporters have all taken buyouts.

(This post also appears on Ragan’s PrDaily.com.)

6 guidelines for drafting a crisis communications plan

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Penn State University is learning the hard way about the difference between issues management and crisis communication.

When a grand jury convened to investigate child sex abuse allegations against an employee, the university needed to start putting together an issues management plan that included numerous scenarios of possible outcomes, a crisis communication plan, and a media plan.

As with many issues management scenarios, they can become a full-blown crisis or mitigated with a thoughtful and immediate response. Undoubtedly, how they are handled can define your future.

Given news that the Penn State’s Board of Trustees only this week hired a crisis PR firm, it seems that there was no real plan in place despite the signs that this scandal was going to be uncovered.

As further evidence there was no plan—or it wasn’t used—it took several days before the university took any action or addressed the issue, even if was in a neutral manner.

A quick Web search did find a weak 627-word Penn State University crisis plan dating back to 2006. It describes several scenarios and listed numerous audiences for communication, including students, alumni, legislators, faculty, and media.

Only one scenario, described as “Personnel issues—criminal activities” seems to fit the issue the university is dealing with now, but the current matter seems much, much bigger than simply a personnel issue.

In the university’s defense, even the most creative minds could not have come up with a scenario that would come even close to this situation. It is precedent setting and will surely be studied at schools around the country, including Penn State’s Arthur W. Page’s Center for Integrity in Public Communications.

For the rest of us, we can use this opportunity to dust off our clients’ crisis plans to make sure they are up to date. If you don’t have a plan, here are some crisis communication and issues management tips:

1. Create a crisis communication plan that includes scenarios, messaging, and a response plan. Revisit it annually, and update scenarios and members of the crisis communication team.
2. Create a social media policy, and share it regularly with your employees. All too often what an employee believes to be an innocuous remark on social media can come back to harm a company’s reputation.
3. Train staff on how to respond to a crisis or issue at hand, including conducting media and messaging training.
4. For issues management work, take the time to develop a plan or, if time is more limited, outline your strategic approach in a one-page memo.
5. Be proactive and hire an agency or outside consultant—even if they don’t execute, their strategic counsel and outside perspective on the issue can be invaluable.
6. Learn from your mistakes, and understand that trying to cover up the truth instead of making real reforms will continue to harm a company’s reputation for the long term.

(This post also appears on PRDaily.com)