We interrupt this revolution…with the smell of steaks!

Thomas Whitehead

Okay, we get it. Social and digital media are here to stay and will continue to dominate the communication and marketing forum for companies and organizations. But, it is absolutely vital for PR professionals, companies and organizations to not put all their communication “eggs” into one social media basket. Rather, it is necessary to view it as just another part of your arsenal along with news features, television, radio, print ads, events, speaking engagements and other promotional materials.

With that in mind, I would like to speak out for one of my favorite and most entertaining forms of communicating a company’s message: the old fashioned billboard. Yes, that is right. Even after all of these years and new means of communication, there is still a need for companies to share their message and stories on a billboard.

I am fascinated by the challenges this gives companies. Mainly, I am curious how a billboard is created in a way that will be on-message in a clear, concise way for people traveling by it at 75 MPH. It is definitely an issue.
 
And, quite honestly, I am still baffled that organizations still spend very good money for billboards that have a large amount of copy on it. Yet, this still happens very frequently.
Instead, the best strategy for making a billboard work for your company is to have a compelling, creative visual image that will earn the average, slightly distracted driver’s attention for 2.6 seconds enough to retain the information offered.
 
In addition to the image, a two- to four-word phrase can also help shape what message you are looking to share with your broad audience of motorists.
 

Photo: Huffington Post

Probably my favorite billboard ever is one from Bloom, a grocery store chain in North Carolina. They actually created a scented billboard with the image of steak on a fork. The really creative part is they were pumping the smell of black pepper and charcoal as drivers were on their way home, pondering what to fix for dinner that evening. This is a great example of how people will remember your brand.
 
So, when deciding what should be your next major social media or advertising campaign, don’t completely forget or ignore the power that billboards can have in shaping and reinforcing your message to your broad, general audiences.
 
And, if all else fails, there is always steak. 

Ever wanted to tell 'em off?

Kim Morrison

How many of us have half jokingly declared, “On my last day at work, I’m going to…” and proceeded to describe how we would give our managers a piece of our minds, tell off those rude customers, do nothing all day or do any number of devious deeds, without the fear of retribution?

I actually was given that chance, on a silver platter, during my last day at a local salon/spa chain in a hotel in Downtown Memphis.
 
A customer became irate because we were unable to validate her parking ticket. I explained to her where we can and can’t validate, and instructed her to speak with the hotel’s concierge desk concerning the parking ticket, because we did not have any way of validating it. At this point, she let me know that yes, she would be speaking with the hotel, to put in a complaint and recommend they get another salon/spa in there because, in her words, “You people are incompetent!”
 
At this moment, I had a choice to make. A big choice. One of those choices that has real potential to impact your life in a big way, maybe not immediately, but definitely down the road.
 
The opportunity was right there, right in front of me, just waiting for me to grab it! It was my last day, and for the umpteenth time, I was getting yelled at for a situation that wasn’t my fault. Why not take advantage of this situation and tell this lady what’s up, right?!
 
Wrong. I couldn’t. As soon as I thought it, I knew I couldn’t do that. I was leaving this job to finish my degree in PR; are you kidding me?! Doing that could be career suicide and not to mention unprofessional. I didn’t know who that lady was. She could work for a client of ours, volunteer for one of our clients, be a friend or family member of one of our clients or a member of the local news media. Yes, telling her off may have made me feel better, but the long-term implications would have been huge! Not to mention, on my last day there, did I really want to create negative PR for the salon/spa and hotel? What if I ended up working with either of them again? “Oh yeah, that’s the woman who went off on a customer on her last day at work.” Yeah, that’s a great way to be remembered while trying to network professionally.
 
In that chaotic moment of clarity, I chose to not be that employee who flew off the handle. I chose to be a brand ambassador, not just for the salon/spa, not just for the hotel, but also for myself. So regardless of what you do or where you work, remember that you don’t just represent your employer; you also represent yourself. You may not be able to control the branding of your job, but you can and should carefully shape your own personal brand.

Take time to quiet the mind

Courtney Liebenrood Ellett

After years in the consistently stressful discipline of PR, I’ve learned that downtime helps maintain sanity, pure and simple. That’s certainly not a profound or new thought, but one that’s especially important to me in my life.

I’m sure the same could be said for other professions or other life scenarios. But taking time to unwind does more than maintain sanity. In a career that demands fresh ideas every single day, I’m convinced that taking time to quiet the mind brings out the best in our mental capabilities.

Have you ever had trouble remembering something – like a name? And it’s right there on the tip of your tongue. You could almost reach out and touch it. But the more you think about the answer, the more it eludes you and hides into the deep crevices of your memory. And then it happens; when you’re doing something else and not thinking about the name at all, it comes to you.

This reminds me of one of my favorite episodes of The Big Bang Theory – The Einstein Approximation. Sheldon is hitting a mental roadblock on a physics problem he’s working on. Inspired by the fact that Einstein did a great deal of his best thinking during his stint as a patent office clerk, Sheldon seeks to find a menial job to get his brain in gear.

During a volunteer (and self-described mundane) shift at The Cheesecake Factory as a busboy and waiter, Sheldon says, “Just a moment ago, I had a minor epiphany regarding polymer degradation phenomenon while scraping congealed nachos off a plate.” 

Sure, Sheldon uncluttered his mind by working in a restaurant. I quiet my mind other ways. I walk on the greenbelt in my neighborhood. I get a much-needed massage every now and then. I have a cup of coffee before anyone else in my family gets out of bed. Every single time I do something like this, clarity follows. Sometimes, it’s an epiphany. Sometimes, it’s just the whisper of a good idea. 

What do you do to quiet your mind? 

One is the loneliest number...or is it?

Crissy Lintner

In public relations, there are many approaches to building a client base. Some firms choose to focus their efforts on one niche – hospitality, city branding, retail, technology, etc. And they are very good at what they do. Others, like Obsidian, take a different approach by only working with one client from a certain industry or sector of business in a geographic region. We call that category exclusivity.

This may have you thinking, “Doesn’t that limit your ability to do business?” Well, yes and no. At times, we do find ourselves turning away business because we already represent a law firm in Memphis or an animal welfare organization in Dallas. But, the benefit far outweighs this downside (and PR business is abundant across hundreds of industries).

Our main reason for adhering to this philosophy is that as PR professionals, we never want our clients – or account representatives for that matter – to compete against one another for opportunities. If I had to choose between two architects for a Wall Street Journal article that can only feature one source, how would I determine whom to feature? It becomes an ethical dilemma and frankly, hard to keep track of who got the last interview opportunity. 

By only representing one client in an industry at each of our locations, we can maximize our efforts more efficiently and provide the best counsel possible without our clients worrying that they’re missing out because we also represent their competitors.

One can be a lonely number, but when it comes to PR, we think it’s the only way to go!