Perspective

Daniel Wade

Perspective is a funny thing. It can sweep over you gradually, like the warmth of a crackling fire from across the room. Or it can feel like a swift kick in the mouth when you don’t see it coming. We’d like to think perspective comes with age, though I’m certain it wouldn’t take you long to find a few exceptions to that statement. Can it be taught or does it have to be experienced? Is it pretty much “one size fits all” when you get it, or does perspective dabble in as many sizes as a Starbucks latte can be ordered?

One of the most impactful things toward building perspective in my life – let’s change the term to match the story – or in broadening my worldview was traveling outside the United States. If you haven’t done this, I can’t recommend it highly enough. Why? Because it lets you see life outside the bubble! Our Western lifestyle, culture and “the way things are” don’t necessarily stack up the same way abroad. Depending on how your worldview has been constructed, it can be shattered by experiencing what life is like outside the prosperity we enjoy.

Traveling outside the U.S. changed my perspective on charitable giving. Sure, that amazing resort in the Mayan Riviera has every luxury known to man, but did you observe the poverty of the local people as you were escorted by SUV to your villa? The coral reefs off the coast of Belize are incredible, but were you paying attention to the shacks lining the dirt roads on your journey? Cities like Athens and Istanbul have so much history and significance in our world today, yet I witnessed children and refugees in extreme need. But what if I wasn’t paying attention at all?

You see, gaining perspective involves broadening your horizons and leaving the sandbox, but what good is that if your eyes and ears aren’t open? My lesson was in giving; what’s yours? Here’s some good news – you don’t have to update your passport to enhance your perspective. Look at the people you work with or who work for you, and put yourself in their shoes. It can even be a good business strategy; has your new corporate initiative passed the common sense test, i.e. how would you react if this happened to you? Would your customers feel the same way? Back in the day, UPS required their executive leadership to work shifts in the distribution centers and ride along on deliveries. Disney has a similar training element for their leadership teams, requiring them to work in the parks. Why? Because an informed and deepened perspective can inform better decision-making.

So open up, change your vantage point, look at something in a different light, shake up your worldview. The difference can be more than refreshing; it can be life changing.

It’s tradeshow season, kid!

Ali Glemser

Hopefully, you caught the “Wedding Crashers” reference there. 

Our firm helps many of our clients plan for tradeshows every year. If your organization is exhibiting at any tradeshows this year, don’t forget what a great opportunity these events can be for media coverage. To make sure you are getting the most out of this experience, create a detailed plan with designated responsibilities focused on pre-show, during-show and post-show activities as I have done below.

Pre-show
First, understand the show’s media landscape by researching what media outlets will be in attendance. Sometimes, the show’s coordinators will release a media list, other times they won’t. If the media list is not being shared, research who covered the show in the past through Google and on Twitter (reporters may tweet about tradeshows in advance using the show’s designated hashtag). 

Once your media list is solidified, reach out to reporters letting them know that your organization is exhibiting and invite them to stop by your booth (include the booth number). Always have a show-specific press release with something newsworthy to discuss. Each show is different, but many will distribute releases to attending media or upload to an online pressroom. 

Lastly, make sure you have an updated press kit to submit to the show’s media room in both electronic and paper form. Each show has its own guidelines, so refer to the pressroom section of the tradeshow website to ensure you have all the details. 

During the show
At the beginning of the show, verify that your approved press kit is in media room and replenish the supply throughout the show. Remember, many media rooms have rules that don’t allow you to hang out there. So, don’t get banned for stalking the media room!

However, do make a point to reach out to reporters again via email to remind them of your organization’s booth number and invite them to drop by for a visit or demonstration. You can always reach out to them via Twitter, too. That shouldn’t be hard because you should be live-tweeting the event anyway. #tweetforexposure

Even more important, talk to as many contacts present at the shows as possible because building relationships is much easier in person than over email.  

Post-show

Follow up. Follow up. Follow up. Make sure to reach out to reporters you met in person and provide answers to questions they had during the show or to say thank you for stopping by the booth. Remember not to neglect contacting those who you did not connect with in person. Recaps of the show or updates, like awards the company may have won, make for a good final opportunity to reach out.  

While tradeshows are a great way to gain sales prospects, the chance to garner media coverage is just as important. The key is planning ahead! Identifying your key messages and keeping contacts on alert for interview opportunities are necessary to make the most of trade show media opportunities. The relationships you begin and reinforce at the shows will grow over time with continued communication. 

PR Ethics in the Social Media Era: 3 Tips to Remember

Kelli Brignac

Brian Williams “misremembered” being a passenger on a military helicopter that was shot down 12 years ago. Justine Sacco, a PR practitioner, sent a tweet on her way to South Africa that started as a joke and turned into the end of her career as she knew it. Although you may have forgotten about her by now, there are hundreds of stories just like these of people who made poor decisions and paid dearly for them.

In the days of social media, public shaming is more prevalent than it has been for the past 200 years, since criminals found themselves in stocks in town squares. I recently read an interesting article on the subject in the New York Times. Of course, the article made me think of myself – a young PR practitioner. While I generally try to put more thought into tweets, Facebook status updates or Instagram posts, Sacco’s situation could really sneak up on any of us given that there is little context in social media.

It also brought me to consider the code of ethics that we as PR professionals follow. (Yes, good PR people ARE ethical!) Below are a few key things to remember. If you want to learn more about our code of ethics, check it out on the Public Relations Society of America’s website here.

Be honest.

This seems to go without saying, but don’t lie. Don’t lie about anything. When I think about Brian Williams’ situation, I can only think about how little it matters in the grand scheme of things whether he was in a helicopter that got shot down. He can report on the conflicts in the Middle East just as effectively if he wasn’t in that helicopter.

Photo Courtesy to Flickr User JoTo PR

Beyond blatant lies, there are plenty of ethical issues involved with not “technically” lying, either. For example, a business may want to have its employees write good reviews online to counteract bad reviews. As a PR professional, I have advised against this very thing. It’s dishonest to have these people go out and pretend they’re unbiased and have no financial interest in the success of the business, even if they are technically customers. Does that mean that employees can never write online reviews? No. But it does mean they should fully disclose their employment status with the company when they do it.

Would you want your grandmother or your biggest critic to know?

At just about every school assembly, my high school principal used to remind us that “integrity means doing the right thing when no one is looking.” When you’re presented with a dilemma, ask yourself what you’d think if someone else found out. Would my grandmother like if I did this? Even more importantly sometimes, would my biggest critic look kindly on it?

When considering a course of action I’m unsure of, I’ve often brought it to friends, co-workers or other trusted sources. This goes for the text of an email I’m sending or even the advice I’m presenting to a client. That second set of eyes has been quite valuable to me in my career.

When in doubt, don’t.   

If you’re on the verge of sending a tweet that makes you think for even a second that it may not be well received, don’t send it. I’m sure the Kenneth Cole staff that approved the #Cairo tweet during the unrest in Egypt a few years ago would have given anything to take it back. But on the Internet, nothing can ever truly go away.

Got any ethical dilemmas or considerations you’ve experienced in life or at work? Leave them in the comments!

Make the most of your sleep

Sarah Burgess

It’s amazing to think that when we were children, most of us despised naptime because we’d rather be playing. Now, few things sound better than a good nap! Since graduating from college and starting work in the “real world,” I have come to truly appreciate the value of a good night’s sleep and how crucial being well-rested can be for your productivity at work. Sleep deprivation can affect your mood, productivity, quality of work and fine motor skills – just to name a few! So, in case you are anything like me and have periods of poor sleep, here are a few of the sleep tips that have worked best for me:

Photo Courtesy to Flickr User Design Collector

• Bedtime – Yeah, it’s not just for the kids. Going to sleep around the same time every night can help you wake up feeling refreshed and ready to go the next morning. But don’t think you’re off the hook on weekends! Drastically disrupting your sleep schedule during the weekend will almost always show on Monday – and no one wants Mondays to be any worse than they already are!
• If you must nap, do so with caution – Although taking a power nap might feel good now, napping can actually make some people’s insomnia worse. If you absolutely cannot make it through a rough day without napping, try taking a nap in the early afternoon for no more than 30 minutes. By napping quickly and further away from your bedtime, you’ll be more prepared for a long night of sleep.
• Turn off the lights – Some people have told me that they can’t get to sleep at night without a little background noise from the television or reading a quick chapter on their tablet. On the contrary, the light from your television or tablet can have a significant impact on your melatonin production (the stuff that helps you sleep) and can keep you from getting to sleep and staying asleep. Make sure your bedroom is completely dark before trying to sleep. If you’re still bothered by lights outside, get a sleep mask. Trust me, they may feel funny the first couple of nights, but after you get used to wearing one, you will sleep SO much better!
• Put the phone away –Having your phone next to you while you’re trying to sleep may keep your mind racing with thoughts of who you were emailing, waiting for a text, etc. I know some people like to use their phones for alarm clocks, but if you keep your phone on the other end of the room and use an old-fashioned alarm clock instead, I would be surprised if you didn’t see immediate results like I did! 
• Exercise – Not only can exercise affect your physical appearance and mood, it can also have a huge effect on your sleep! Regular exercise, even simple things like yoga or Pilates, can help promote good sleep. Just be careful not to exercise too close to bedtime! This can result in raising your body temperature and keeping you awake longer. 
  
  Got any sleep tips of your own? Leave them in the comments below!

Do you struggle with pitch follow-up anxiety?

Crissy Lintner

I have a confession that may sound a little silly. I suffer from pitch follow-up anxiety. Is it as prominent as it was when I first began my career? Not at all! I’ve certainly grown as a professional since my very first media pitch. But, I still get the familiar feeling of awareness and butterflies when I have to call a reporter to follow up on a pitch I’ve sent via email or a previous phone call. Laugh all you want, but the struggle is real for many PR pros across the board. ;)

Following up with reporters is a necessary evil in our business. Yes, I know what the media big dogs say about phone calls and following up on pitches. (And I disagree, but I digress…) At some point, “bothering” a reporter is something we all have to do in the PR world, especially when it’s an amazing angle! When we do catch them on the phone or receive a response to follow up, nine times out of 10 their nonresponse was not due to disinterest. They simply had not seen the email (among the hundreds they receive in a day) or listened to my phone message about our idea. Then, we’re golden!

So, how can I help you move past your pitch follow-up anxiety? Remember four things: build, organize, prepare and move on.

 

Photo Courtesy to Flickr User Yoann JEZEQUEL

Build

Mainly for all the newbies out there, part of the key to pitching success is in the relationship you build with reporters. So, on day one of the job, send an introduction to the reporters with whom you’ll interact with most. Short, sweet, to the point – not asking for anything. Similarly, if you have a new client, use that as an opportunity to touch base with the business reporter for your daily paper or introduce yourself to a new beat writer. And, don’t forget to read and watch the news daily. Build rapport with media by complimenting their writing or engaging with them on social media.

Organize

Remember that old saying that the mistakes of a few can ruin things for the many? Well, in the PR world nothing rings truer when it comes to the relationship between PR folks and reporters. Sadly, it’s the people who don’t take time to research their audience who have made reporters a bit less likely to be friendly when a PR representative comes calling. So, whether you’re pitching reporters via email or over the phone, make sure you are organized and that your pitch is perfect from the start. Do your research on that reporter to ensure you’re sending to the right person. Make sure everything makes sense, is well written and timely, and that your sources are accessible in case of fast turnaround for interview requests. Why? The more polished your pitch, the more comfortable you’ll feel when making that call. And, the more spot-on you are in whom you’re targeting, the better the response you’ll get from your reporter.

Prepare

Before you ever call a reporter, you should prepare. Practice your 10-second intro or voicemail message. You don’t have to have a script, per say, but know what you want to say so you don’t trip over your words or ramble. (I have done this before; it wasn’t pretty.) Know the best time to call that reporter – don’t call an hour before deadline and expect a warm response. Be cognizant and respectful of their time. If they do answer the phone, ask if now is a good time for a quick chat regarding a pitch you sent yesterday. Be ready to answer their questions (know the topic you’re pitching), and when possible, have times already in hand to set up an interview with your client on the spot.

Move On

So, that reporter you called hung up in your face or turned down your story idea. Or, maybe you mistakenly pitched Soap Opera Digest a story about your new technology client. It’s OK! As I learned in my previous nonprofit career, the worst thing a person can ever say to your request is “no.” Does it hurt your ego? Sure. Does it slightly deflate your excitement for a story idea? Perhaps. Does it mean you should quit trying? No! Never let a bad follow-up experience jade your next attempt at pitching media. That is just one person at one publication who may simply be having a bad day for all you know. I promise there’s at least one other reporter at the same outlet or a different one who may be receptive. Move on and keep trying!

Do you have tips for getting past pitch follow-up anxiety? Share!

5 Reasons to Make Videos Your New Facebook Norm

Sarah Lichterman

If you manage Facebook for a business, I suggest you jump on the video bandwagon and add “lights, camera, ACTION!” to your vocabulary. The latest news in the highly competitive world of social media platform popularity is that Facebook recently changed their algorithms (shocking news, right?) to make video marketing a priority.

Currently, I manage seven different business pages for clients and monitor several more. That being said, I am on social media a lot. In the past few months, I have noticed – and enjoyed – the increase in native Facebook videos on my newsfeed. A “native” Facebook video is one that is uploaded directly from a camera to a Facebook post instead of shared on Facebook through another source such as YouTube or Instagram. Curious about this phenomenon, I did some research. Below are the top five reasons - in order of importance from my personal preference - on why companies should incorporate native Facebook videos into their social media strategy.

1. Proven results. Socialbakers, one of the world’s largest social media management and analytics companies, determined that video posts have a larger organic reach than any other type of posts. They found that out of 670,000 posts by 4,445 brand pages, video posts had an organic reach of 8.71 percent, while text-only posts had 5.77 percent, followed by link posts with 5.29 percent and photo posts with 3.73 percent. With Facebook algorithms changing often, it’s vital to diversify your business’ page with posts that offer high organic reach to ensure online visibility.
2. Auto-play is hard to avoid. When you post a video directly through the Facebook video tool, it will automatically play (sans sound) when viewed in a newsfeed. Not only are more people likely to pause and watch the video, but it also increases post engagement. In the first quarter of the auto-play feature being enabled, native video plays on Facebook increased by 134 percent with a 58 percent increase in engagement (while YouTube and others saw no change), according to Contently.
3. Tell the story of your message easier. Which are you more likely to remember – a 250-word Facebook post or a 20-second video? You can only say so much in the text of a Facebook post, making it hard to tie your brand story to a specific message. However with video, you have the ability to tie your brand messaging (logo, colors, etc.) into the specific idea you want to promote through the use of sound and images.
4. Build your brand personality. Highlighting various aspects of your company through video is an excellent way to show off the personality of your brand. If you are proud of your company’s culture, showcase it by featuring employees at work, going behind the scenes of your facilities or showcasing customer testimonials.
5. Boosted video posts = name-your-own-price for an online commercial. Through the Facebook Ad feature, you can boost native Facebook videos to specific target audiences. This is helpful for small businesses that don’t have the budget for traditional TV advertising or don’t want to commit to a digital advertising plan. In addition, you can start and stop a Facebook Ad and check its progress using the analytics tool as often as you’d like. 

Now that you have been convinced to incorporate videos into your social media plan, the next step is to decide what type of videos to create. Take advantage of the increased organic reach and engagement by making your videos entertaining and informative. For ideas on video content, check out this article from Social Media Examiner on ways to best utilize native Facebook videos.