Sending the wrong message when personal opinion gets in the way

Lauren Hannaford

While the national American Cancer Society has remained mum on an organizational opinion regarding the cold-water challenge, which has swept the nation in recent weeks, one local chapter leader decided to publicly question the viral awareness effort.

This local leader said, “I will tell you, I have a few misgivings about the activity,” and also indicated that her local chapter had not seen an increase in donations because of the challenge. As a cancer survivor herself, I respect her opinion on the meaning behind the cold-water challenge – it’s supposed to represent the shock someone feels when they learn for the first time that they have cancer. I agree and don’t think the two compare; however, I can’t help but see a big PR failure in what she said to the media.

First, whatever your opinion may be on the cold-water challenge, she missed an opportunity to capitalize locally on a nationally recognized effort. Instead, in my opinion, her words only hurt her case. Her message came through as unappreciative. Even though her local chapter was not seeing a direct correlation from the effort to an increase in donations, she could have used local examples as a way to remind supporters of how important continued awareness is, and then added information to the messaging to encourage donations.

There is no way to know how many people are doing the challenge just because it’s a fad or if they are truly trying to support the cause, but don’t tell people you think their effort is a waste. Chances are, you’re going to offend someone, even if they understand and respect your opinion. You also run the risk of backtracking on community engagement. Why would anyone want to engage with your organization after you say his or her efforts aren’t worth it?

Secondly, her negative comments completely overshadowed what her local chapter was doing to raise awareness and raise funds. Instead of talking about upcoming events, volunteer opportunities and ways to give, it’s lumped into one sentence at the end of the article after the audience was probably already lost.

Thirdly, she missed the opportunity to turn the national effort into a localized effort for her own chapter. Why not host an event like “the largest local cold-water challenge for the American Cancer Society ” and suggest a $5 donation for participation. Invite the media and push the awareness even further.   

Finally, I believe that she jeopardized future awareness campaigns and fundraising events for her local chapter. Her comments probably turned off some current donors from being as supportive as they’ve been in the past. Volunteer and donor appreciation is important, and her public message gave the impression that any effort, whether grassroots or not, that didn’t specifically raise money for the organization was a waste of time.

Knowing when and when not to interject personal opinion into a situation is important for leaders of organizations. When it’s a potential detriment to the success of your mission, make sure to consider your statements before giving them publicly. It may even be worth it to write some talking points and practice your answer.

Three life lessons you will never learn unless you fail epically

Kerri Guyton

Failure is always an option, no matter what the undertaking. Everyone has failed at something at some point in their lives - a failed short-term relationship, a failed job, a failed college class, a failed attempt at a new hobby, etc. On a very basic level, these examples represent an “everyday” sort of failure - one that results in a little sting, a scream of frustration and maybe a few tears. Some of these can set you back a little on a specific path in life, and most people would say that they learn valuable lessons from these types of experiences. However, I would argue that the takeaways from these experiences, while valuable, don’t carry the weight of wisdom and understanding that one gains from an epic failure – a failed 20-plus-year marriage, a failed long-term career, financial ruin, etc. – those knock-the-breath-out-of-you, send-you-back-to-square-one types of failures.

Of course, no one wants to ever experience that type of failure, and most people carry the naïve mentality of “that can never happen to me.” But, those who undergo – and survive – those life-eroding experiences learn truths that simply cannot be understood by others. Here are just three truths that those who experience epic failure can learn.

No. 1: Epic failure is possible.

Failure takes on a whole new meaning when you’ve experienced the epic variety. The reality of heart-crushing defeat replaces the naivety of “it will never happen to me” in a way that will forever alter your approach to life. For once you know that this type of failure is possible, you will do anything you can to avoid it in the future. Future decisions will be made with a deeper wisdom than your “former self” was capable of, and risks may still be taken but with a completely different mindset.

No. 2: Determination, endurance and faith are THE keys to success in life.

Those who have experienced – and overcome – epic failure know that a comeback is possible. But, it takes time – sometimes a really long time. While failure seems to sweep in at the blink of an eye, the journey that follows defeat is long, hard and seemingly impossible at first. In order to execute “the comeback,” it takes a determination to rebuild, the strength to endure the long process, and complete faith that you will succeed. Once you’ve learned these disciplines, you have the keys to thrive for the rest of your life.

No. 3: The comeback story beats out any other success story.

Success is enjoyable on any level, but the sense of accomplishment and deep confidence gained after a comeback is truly unmatched. Honestly, anyone who can simply survive an epic failure and just keep going is someone who deserves a pat on the back. It’s hard to accept a huge defeat, a tragic heartbreak or a major setback. It rips into your confidence, tears up your pride and sucks hope right out of your heart. And, it takes a lot to stand up, dust yourself off and start the climb back up the mountain. But, when you find yourself back at the top – sometimes after years of climbing – the feeling is…well…epic.

I can speak to all of this from experience, even though I would say that I’m still on the climb and therefore not ready to share the details of my comeback story. I’m high enough up the mountain to experience the thrill of overcoming big failures in areas of my life that I didn’t think were possible. And, while my comeback story is still in the making, I’m always happy to use – and share – what I’m learning on this journey because they have certainly been some of the most valuable lessons I’ve ever learned.

PR Consulting

Thomas Whitehead

When it comes to public relations services, there are a slew of areas that immediately come to most people’s minds: media relations, internal communications, copywriting, crisis communication and speechwriting.

But, there is one particular PR service that many people gloss over or take for granted: consulting. In our business, in order to have effective, long-term, strategic communication plans, we have to begin by exploring what the operational goals of a company are for the foreseeable future.

The value of consulting is that it provides a fresh set of eyes to look at a situation - fresh eyes that admittedly are not always the expert in the particular field or industry that is being evaluated. Yet, universally, it is amazing how these responses uncover what the main issues and potential answers are.

From a PR perspective, this exploration and consulting process begins with questions and, many times, lots of them. What do you want? What are your goals? What has worked in the past? What hasn’t? Who are your competitors? How are you unique? How do you make sales? And so on and so forth.

After that, we listen. We listen to both what words they are using, but also HOW they are using them. Is there excitement about some aspects of the business? What about hesitation and trepidation about others? We are able to discover a lot.

And, in over a decade of working with clients in almost every industry and field, do you know what I have discovered? Time and time again, the specific area that someone seeks help in resolving opens the door to a whole other area of focus that the business wasn’t able to see in their own internal evaluation.

This is where the value of fresh eyes and perspectives enters the fray.  Utilizing consulting services allows for a company to not only discover a new way to confront a situation but also, it can also provide affirmation that the organization is on the right path towards reaching their operational goals.

And just think, it all begins with the right questions.

Your Statement Seriously Needs Some Seasoning

Lauren Hannaford

I am always interested in learning about the new words that have been officially added to the dictionary each year, although many times I’m left wondering how on earth they could have reached the conclusion to add such silly expressions. Additionally, every year us PR folk can expect to see a fresh list of popular public relations and marketing expressions that have been deemed unfit for continued widespread use. (Next year I fully expect “storyteller” to be on the list. Ugh, gag.)

Recently, while driving into work one morning, I was listening to 98.9 News Talk when one of the hosts read a media statement regarding a serious accident in which someone was killed. The official statement from the company went something like, “We are deeply saddened by this tragedy, and our thoughts and prayers are with the family of the individual killed.” Oh give me a break. Is that the best they could do? In that moment I knew my next blog post had to be about phrases that have lost their meaning and sincerity.

I know that when a crisis hits, most companies are probably rushing to their crisis plans (if they have one) to pull whatever was pre-written and approved for a specific situation. However, it just can’t be this way. A well-crafted statement takes a little extra time and should never be a canned response. Why? Because your statement will end up being essentially the exact same as everyone else’s and will lose all sincerity.  The Oxford English Dictionary contains 171,476 full entries, 47,156 obsolete words and about 9,500 subentries for derivatives. Try to utilize all those words and put something together that speaks very specifically and uniquely to the situation.

While these statements may be true, they certainly have lost their believability.

• “Your safety is very important to us.”
• “We take this matter very seriously.”
• “We’re taking steps to ensure this doesn’t happen again.”
• “We’re doing everything we can to resolve this issue."

A Love-Hate Relationship with Conference Calls

Kelli Brignac

If you have been on the Internet in the past few months, odds are you’ve seen this video called “A Conference Call in Real Life.” The video is funny if you’ve ever been on a conference call. It’s a facepalm moment for people like me who are on conference calls almost every day!

When you work from home, like I do, conference calls are a great way to stay in touch with clients, co-workers and partners. In fact, conference calls are one reason I’m able to do my job effectively from afar. But they aren’t perfect. Here are my tips for making the most of your conference call – whether you’re patched in to a room full of people or in a group full of remote participants.

As a participant…

1. Mute yourself.

This is a common courtesy. I work at home, so if I’m on a call at the same time the mailman comes or while my neighbors walk by, my dog is going to bark. And while we’ve made some progress teaching him the “inside bark,” it’s definitely not reliable enough for me to think he won’t interrupt my call. Now, this isn’t always possible – sometimes I’m on a call and leading the meeting. But whenever possible, keep the distractions to yourself!

2. Interrupt strategically.
I will say it’s almost impossible to avoid interrupting someone on a conference call unless there’s a specific protocol in place for taking turns before you start. But my advice is to interrupt strategically. If it’s a brainstorm, write down a list of ideas or questions you have for when you get to speak. That way you aren’t interrupting someone with little to say. If it’s a meeting that involves sharing a computer screen, many platforms have messaging sections so you can submit questions without interrupting the speaker. Use them!

3. Move your cell phone.
The “cell phone static” definitely isn’t as bad as it used to be, but it can still be an issue, even if you aren’t on it. If you’re not using your cell phone for the call…move it!

4. Don’t use the speaker if you don’t have to!

Unless you’re using a conference phone meant to be on the speaker function, I’m of the opinion that speakerphones do not work well for conference calls. My dad likes to call me from his office and put me on speakerphone. But I can’t stand the echo that comes with that. If everyone on a conference call is using the speaker, it’s difficult to hear what’s going on.

As a leader…

1. Establish a protocol for having other people speak up.

This goes back to interrupting strategically. If you’ve got a notes section or a messaging function you can use, encourage people to use it. If not, create an order or make sure to call on the person on the phone so he or she gets a chance to participate.

2. Sit close to the phone!

This is especially true if you’ve got one or two people calling in to a meeting while everyone else is there in person. Even the best conference speaker phones don’t always pick up on what everyone is saying. I call in to our staff meeting every week, and I can usually only hear one or two people. At Obsidian, they’re pretty good about repeating important things I may miss, but if you’ve never been on the other end, trust me when I say the callers will appreciate you sitting near the speaker!

3. Know how to operate the phone or service you’re using.

A co-worker and I were recently part of a computer-based meeting. When we signed on, the software made us download something, install it and sign up in order to participate. We were a few minutes late to the call because the host probably didn’t know that we would have to do that on the Macs we use. If it’s the first time you’ve used WebEx, GoToMeeting, your conference phone or another service, take some time to test it before you host a meeting with that technology. Not everyone uses the same computer, so it’s especially important to send out instructions if you find that different operating systems or browsers work differently.

Got some tips for conference calls that I missed? Leave them in the comments! I’m always working to improve my conference call skills.

How to Optimize Your YouTube Presence

Ali Glemser

While I have been an avid consumer of YouTube videos for years, I had never posted any videos on YouTube until I started working with clients who did. Needless to say, my ears always perk up when I come across advice for improving one’s YouTube presence.

I recently came across an article on PR Daily from contributing author Richard Jeng that had some interesting tidbits about building your YouTube presence.  I’ve summarized them in the list below, but I recommend clicking here to read his more detailed descriptions to learn more.

Keyword, keyword, keyword

Know what people are searching for by using this YouTubeKeyword Research Tool. Your clever and unique title or description may seem great to use, but if viewers aren’t searching for the terms you use within the title, it really isn’t that great after all.

Know your competition

Once you know your optimal keywords, search those to understand how many other results your video is up against. Jeng cites that results totaling 500,000 or less should be comparatively easy to optimize.

Make the file name and thumbnail count

Did you know that search engines can detect keywords even in the name of the video file? Well, now you do. That being said, it’s best to include optimal keywords in your file name instead of just uploading “videofile8467.avi.”

Visuals are powerful when it comes to selecting videos to watch. Even though you can select a frozen frame from the video as your thumbnail, consider uploading a high-resolution photo and including text, if relevant. Don’t be lazy when it comes to this visual. Ask yourself: Would you want to click on your video’s thumbnail if you were seeing it for the first time?

Don’t forget a title, description or meta tag

It may be obvious, but I’m going to say it anyway, use the keyword in the video title. Also, increase your video’s SEO by including the keyword in the video description. Using it multiple times is ideal, but remember that it should make sense to viewers.

Don’t underestimate the power of the “related videos” option. Include keywords in the tags that YouTube allows you to include with your uploads. This can increase the occurrence of your video popping up as a related video for other searches.

Consider closed captions

Adding closed captions is another opportunity for you to increase search engine optimization. Don’t use them randomly, but make a point to use them if they are appropriate for your video.

Use a call to action

Your video can increase in popularity by how much engagement it solicits through comments or the amount of likes it garners. Use the description, annotation or the video itself to elicit this engagement from viewers.

Embedding is your friend

Reach outside of YouTube to get video views by embedding it in a blog, website or on social media pages. Also, make a point to have your friends or colleagues embed it on their pages, as well.

This is the quick version of Jeng’s tips, so I encourage you to read and explore his advice further. On a platform that has more than one billion unique monthly visitors and six billion hours worth of video consumed each month, it’s worth knowing how to stand out from the crowd.

R&R: Relationships and Reputation

Daniel Wade

Pull out your old college textbook and the definition of public relations might say something like “managing relationships with various publics or stakeholders.” In 2012, the Public Relations Society of America revised an earlier definition from a few decades ago and stated that public relations is “a strategic communications process that builds mutually beneficial relationships between organizations and their publics.” If you read this and still can’t tell your neighbor what PR is, it’s OK – there’s no quiz at the end of this post.

For the record, I’ve always maintained that public relations is who’s talking about what you are doing. Is it positive? Is it negative? Are you in the conversation at all? The word “relationships” can’t be ignored in any definition or understanding of PR. Like it or not, regardless of a particular industry, you are a representative of your business and brand in both word and deed. So, it really doesn’t matter how clever and witty your advertising slogan is when your customer service team treats a client with disrespect. Word spreads faster than ever in 2014, folks.

I was reminded of this in a recent unpleasant interaction with my property manager. When I approached this individual in a firm yet appropriate manner about an issue that had gone unresolved for nearly three weeks, I was met with a harsh, defensive reply full of misguided assumptions and highlighted by a key message of “if you don’t like it, you can leave.” We all have bad days; I’ve surely had my fair share. In an effort to see the best in people, I’m working hard on giving this person the benefit of the doubt.

The problem is that this individual is in the people business – real estate with a side of property management. Of all the industries to consider, I would have thought a person in this field would understand the importance of quality customer service and maintaining a good reputation. If the reaction I received is typical when presented with other clients who express concern, I’m shocked that the doors remain open. Like it or not, I can’t in good conscience recommend this individual/agency to others who may be looking for a trusted real estate agent for help in purchasing a home.

PR lesson for the day? Remember that you and your employees are constant ambassadors for your brand. As Obsidian’s principal, Courtney Ellett, always says, “This is a highly-valued, ever-present responsibility.”

What are people saying about you?

The Transition: College to Corporate

Fantasia Valencia

Since starting my internship at Obsidian PR, I have realized that although college has taught me a lot of things, it has not prepared me for everything afterward. College has given me the essential tools needed, but now, I just need to figure out how to fully apply them. With my first few weeks coming to an end, I can already tell transition is an ongoing process for everyone. Every day, someone is learning something new. Knowing this, I am more at ease about leaving college for the corporate world.

My final semester at Texas State University will come to an end in December, so I wanted to share a few tips I am going to keep in mind when making the transition from college student to corporate executive.

Schedule: In college, you keep track of the year with semesters and each semester includes several breaks. In the corporate world, there are no breaks other than your one-week vacation. Although it may take a while to get used to, you will realize making a schedule is the best way to prioritize work and free time.

Make a good first impression: Like it or not, judgments are made about you as soon as you walk in the door. If you are going on an interview or a client meeting, dress appropriately and wear a smile. Make eye contact when introducing yourself to clients. Confidence is key. You are not only reflecting yourself, but the company, as well.

Be on time: In the PR profession, time is money. Arriving late to a prospective client meeting could cost your company the sale. This also applies with deadlines. When a client is relying on you to have something done at a certain time, make sure that you prioritize your schedule to do so.

Manage finances: Time and time again, my parents have told me that once I start paying my own bills, little things like eating out every day will soon come to an end. Just after my first week at Obsidian, I have already learned this lesson. Eating out for lunch every day would cost me at least $35 per week. Once you’re paying your own bills and realize how precious $35 is, you will soon learn to cut that luxury out.

Ask questions: Simple as that. I have been told several times in my internship to ask as many questions as I want about each assignment given to me. Believe me when I say that your boss would rather you have that assignment right the first time than having to ask you to rewrite it all.

Regardless of which guide you follow, the transition is going to be tough. Just remember that you are not the only one learning something new.

Keep your mind open and your chin up: Advice before entering college

Sarah Burgess

Before you embark on the college journey, there are a few things that you need to be aware of. But, before I dive into my advice for incoming college freshmen, let me share a story about my college experience.

After graduating high school, I was so incredibly sure of myself. I was sure of who I was, what I believed in, what kind of people I wanted to be friends with and the path in life that I would take. But, as is usual in an angsty adolescent story, I was critically wrong. I began my college career as a landscape architect major. I was going to use my knowledge and degree to become an architect for sustainable building and do my part to save the planet one structure at a time. Looking back on that now, I have no idea what I was thinking. I hate math and science, and I extremely lack the creativity and ingenuity necessary to be successful in that capacity. 

Within the first month, I realized what a colossal mistake I had made as I struggled with each assignment, feeling like that one kindergartener that could never manage to color inside the lines. Before I could say “pergola,” I found myself hopelessly overwhelmed, feeling like there was no way out of the mess I had gotten myself into. 

After getting advice from every adult I knew and taking countless “what job is best for you” quizzes online, I discovered that my university offered help from a career center on campus. I had a great meeting with a career counselor and was then instructed to take yet another job quiz. Some of the results were truly comical considering the applicant – librarian, florist, anthropologist. What? But there among the chaos was something that finally sounded interesting – journalism/public relations. I had always enjoyed writing and language arts classes infinitely more than the rest. It was worth a shot, I supposed. I met with the head of the journalism concentration in the Department of Communication and found myself hanging on her every word. Apparently, this department gave you the opportunity to concentrate on more than one area of study – from communication studiesand broadcasting to journalism, public relations and theatre! Needless to say, I changed my major as soon as I could. Journalism and PR sounded infinitely more interesting than drawing up site designs.

Once I finally found the right major, everything fell into place. By the end of my four years, I had joined clubs related to my major, was accepted as an ambassador for my department and college, and had three internships under my belt. I don’t say that to brag on myself but rather as an example of how students can succeed when they finally find the right fit for them. 

As you enter college, I urge you to learn from my mistakes. Being stubborn in college will make everything much more difficult than it should be. Open your mind to alternatives, seek advice from professionals and know that it’s okay to change your major! But most importantly, understand that you will not leave college as the same person that you were as a freshman. Use these years as a time to grow, learn and be exposed to a variety of beliefs and opinions. Keep your mind open and your chin up, and you’ve already won half the battle!

On a scale of 1 to 10, how boring are your news releases?

If you ranked six or under - it’s time to revamp your newsworthy content. 

Tiffany Cunningham

How many times have you had an important announcement and think to yourself, “How can I make this different than any other company announcement out there?” I don’t know about you, but that thought replays continually in my mind every time one of my clients has important news to share to a broader audience. 

I have no doubt that the news is significant to the organization or company wanting a news release written and distributed, but it’s not likely to make front page news on its own. 

As a PR professional, you could beg and plead with a reporter who has covered your clients before or write a traditional news release and think positive thoughts in the hope it will get picked out of the thousands of pitches reporters and writers skim through on a daily basis. But, success is hard to accomplish, even for the “PR Gods” in our universe. 

So, the most important thing to remember is not to write a boring news release. There are some cases where it can’t be avoided, but try implementing these tips to your current news release writing approach: 

• Headline makes perfect.
• The most important element is the headline. A striking headline must communicate your subject matter instantly and convey why the content is new and interesting. 
• If headlines are not the easiest for you, try writing several headlines and then combining the best of each. Rework and simplify so what remains is no longer than one sentence. 
• To keep creative juices flowing and understand exceptionally written headlines, check out local and national publications – editors are among the best at sparking a readers’ interest in three to five words. 
• Transition your headline into your email subject line. Half the battle is getting a reporter to open the email that contains your news release. 
• Promote like a salesperson. 
• This is important to consider so you will understand the best way to present the news. 
• The information in the first paragraph must be a summary of what is presented in the full body of the news release. The first paragraph will give the who, what, when, where, why and how of the event or news distributed. 
• If the reporter is sucked in quickly, it will increase the likelihood that they continue reading and find the call to action within the news release. 
• Don’t forget to tap into a reporter’s innate desire to find the next big thing or know about the latest and greatest product that is newsworthy. 
• News releases are not a story or a novel. Be specific. 
• Keep the sentences short and to the point. 
• News releases should not exceed one page – most journalists and readers will lose interest after the first page. 
• Tell reporters exactly what they can expect from reading the news release. Will they learn how one company tripled its inquiries, or how to take advantage of frequent flier miles?
• Infuse the news release with facts and numbers with which they can relate and see themselves benefiting from by the details presented and become motivated by the call-to-action. 

Next time you browse the magazine/newspaper rack and start reading a story that interests you, take time to understand what attracted you to those headlines and leverage that in your own news release content. 

Have a question about news releases or insight into writing a great release? Comment below!