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!

“Hey client, are you there?”

Lauren Hannaford

Like many industries, PR pros occasionally run into clients who understand the importance and value of PR, but for various reasons, have a hard time carving out ample time to communicate with their communication team and provide what’s needed to execute strategy in a timely manner.

Over the years, we have personally seen strong satisfaction and success correlations among clients who are communicative, set a certain time during the week to talk to us or assign another staff member to be our point person. We stay on track, we get things done and we are successful. Now, many of our clients who simply cannot keep up with us each week are still very successful accounts. There are many paths we take to ensure that we continue to garner news coverage and carry out other projects. We just have to have “information transfer” meetings. And that works, too.

Similarly, we see correlations among clients who aren’t the most communicative in the bunch. While we love all clients nevertheless, this lack of communication can create staleness or a stall in action for the account, and we just don’t like that. We like to stay busy for all clients all of the time. That’s what we get paid to do!

The simple truth is that if you are considering retaining a public relations firm like Obsidian, expect for us to “need” you on a regular basis. The key to a successful relationship is regular communication.

Here are a few helpful tips on how to keep things on track despite your busy schedule:

1. Set a certain time during the week to review projects and communication, and provide feedback on those. 
2. Assign a point person that has time within their role to be a liaison. 
3. If weekly call is not possible, plan to have a longer meeting once a month. 
4. Vocalize your preferences on how we communicate with you (phone, email, text, etc.)

My holiday 'Family PR' plan

Kerri Guyton

I have often joked about having to do “family PR,” but I’m taking it seriously this Thanksgiving, as I’ve decided to take my kids on a trek across three states to reunite with family members we haven’t seen in a while – some we haven’t seen in quite a while. So, I’m pulling out a few PR tactics to ensure a smooth ride on the “interstate of family interactions.”

 
Begin with a goal and set realistic expectations. My ultimate motivation behind this trip was to provide an opportunity for my kids to reconnect with family they haven’t seen in a while. Some of the impending exchanges are expected to be awkward and uneasy. I’m bracing for uncomfortable conversations and embarrassing moments. But, my goal is to end up back at home with a memoir of stories for my kids to tell for years to come.

Keep media training tips in mind. I’m expecting several communication speed bumps during this trip, so I’ll be looking to practice what I preach in my media training sessions and avoid some of the most common danger zones. Here are just a few examples:

• The absent-party trap. As is the case at many family functions, discussions about absent family members are sure to arise, and I’m vowing to stick to silence this year when others push to discuss the absent party.
• The hypothetical or “what if” question. I’m planning to disappoint a few of my “glass half empty” family members by halting the discussions about hypothetical gloom and doom. “We don’t expect that to happen” will be the stop-and-turn point for those conversations, with a move back to my key messages of positive plans for our future.
• Picking a fight. Let me tell you, I have buttons, and some of my family members know how to push them! But with my end goal in sight, I’m committed to keeping my cool and killing them with kindness to get through the trip and give my kids an awesome experience; and I’m prepared to walk away when the going gets too tough.

Map out a plan, prepare for detours and enjoy the ride! From the physical route to my vision for how the trip should play out, I’ve taken time to think through the details, determine possible problems and prepare as best as possible for what may come. And, as I’ve learned from event planning, there comes a point that the planning is over and the party begins. I will enjoy this trip and be proud of myself for making it happen for the family!


Happy Thanksgiving from Obsidian Public Relations! We'll be taking a break next week to enjoy the holiday with our families. We'll get back to blogging following the break.

A little music = a lot of productivity...usually

Kelli Eason

If you’re like me, silence can be deafening. While I definitely appreciate silence for some activities – like sleeping – I almost always need some background noise for others. At Obsidian, we’re lucky to have a pretty open office. If someone asks a question, everyone else can answer without having to leave their desk or exhibit the ultimate form of laziness: emailing or calling a colleague who is no more than a few doors down. (I’ll admit it; I’m guilty of that on occasion.)

When everyone is absorbed in work, when I’m working by myself somewhere or when it’s imperative to get something done, music tends to be my favorite escape. The jury’s still out on whether there is actually a correlation between music and productivity – most studies say music with words is distracting, but instrumental music feeds productivity. That said, most of the Obsidian team enjoys a little musical accompaniment on occasion, and they shared what helps them turn out great work for our clients every day.

What is your favorite type of music to listen to in general?

Thomas – Rockabilly – Is that term still used? I like things like The Avett Brothers, Pearl Jam and Wilco.

Katie – I really don’t keep up with music all that much…or at least, I go through phases where I don’t. Generally, if I have a really long commute to work, then I care more about music. For example, all these Avett Brothers/Mumford & Sons/etc., I couldn’t pick their songs out of a lineup. I just listen to whatever is on FM radio. That said, my favorite song in the history of ever is probably “Oh Happy Day” as performed by the St. Francis High School Choir in Sister Act 2.

Lauren – I like all different kinds of music, but mainly oldies, singer/songwriter, Ryan Adams, Lucero and The Temptations.

Dana – I like pretty much all country, pop and alternative music.

Courtney – I love almost everything (besides blues and jazz). My favorite band is The Killers. Here’s a snapshot of what’s in my multiplayer CD in the car today:

• Justin Timberlake
• Black Eyed Peas
• Ludacris
• Damien Rice
• O’ Brother Where Art Thou? Soundtrack
• Miranda Lambert

Do you listen to music while working, and do you listen to different types of music depending on the kind of work you’re doing?

Kerri – For work-related listening, it depends on what I’m working on. Here are my favorite Pandora channels right now, and generally when I listen to them:

• Telepopmusik – No. 1 choice for task mode (when I have a lot of little things to get done – key note: no writing tasks
• Enya/Cirque du Soleil – No. 2/No. 3 choice for task mode (when more creativity may be involved) - once again, no writing tasks
• City and Color, Ambrosia, Coldplay, Sade, Sia – choices for “entertainment music” when I’m doing tasks that take a lot of time but don’t take much brain work.
• Anugama – No. 1 choice for writing/strategy developmentGeorge Winston – No. 2 choice for writing/strategy development

Kelli – What I’m listening to depends on how hard I need to concentrate! If I’m trying to really dig deep into something that’s difficult to wrap my brain around (like numbers or something scientific that I’m writing about), I need something calming and slow. If a song that is really fast-paced or that has a great beat comes on in the middle of those tasks, it’s over. When I’m rolling through things quickly and doing something fun, I like music that makes me want to dance a little, it helps me stay motivated under a big to-do list.

Kim – If I'm working, like on schoolwork or Obsidian work, I actually prefer silence! I've tried listening to music while working, but if it's something I really need to think about and concentrate on, the music becomes more of a distraction. I'll either start dancing in my seat to the tune, humming along to the song or start thinking about some distant memory that is somehow connected to the song playing. Now, if I'm doing chores, running errands, etc., music is definitely involved.

What’s on your favorite Pandora station?

Lauren – I have a lot of Pandora stations, but they include the Temptations, Al Green, Jackson 5, Marvin Gaye, Supremes, Lionel Richie and Motown stations.

Courtney – Lately, it’s been on a station that plays cinematic scores and soundtracks from spooky and Halloween-type movies.

Kim – I can really only pick one? I think it's a three-way tie between my Halestorm channel, Carrie Underwood channel and Put Your Records On (Corinne Bailey Rae) channel.

Crissy – I actually prefer Spotify while I'm at work so I can hear entire albums or specific artists, but the Pandora station I've been attached to lately is Alanis Morissette – good things from the '90s come out of that station.

Kelli – I mostly listen to a “Quick Mix” that combines several stations I like. I add or remove based on what I’m doing, but it generally includes some mix of the Black Eyed Peas (for those big to-do list days), Bob Seger, Adele, Country, what I call “Rock Out” and a Christmas music station for that one month a year.

Is there any sort of music that hinders your productivity?

Dana – I can’t have anything with overbearing vocals. That does distract me.

Thomas – Music that I like that can also be distracting – old school rap. Music that distracts me because it’s bad and I don’t like it – country.

Katie – My least favorite band on earth is Alice in Chains. Their music literally makes me gag. And my husband loves them, so that works out well.

Crissy – I absolutely cannot listen to Broadway musical soundtracks at work! I want to sing, sing, sing, and that leads to zero productivity!

Kerri – I have the following channels on my Pandora but can’t listen to them because they are (to me) weekend music, and they make me want to hang out with friends and not work: Widespread Panic, Allman Brothers, Jack Johnson, Sting and James Taylor.

The no 'no comment' rule

Katie Pemberton

At Obsidian, one way that we really bring value to clients is through crisis management. In a time of crisis – large or small, internal or external – we work with the client to determine what should be said to key stakeholders (including media), how it should be said, who should say it, when it should be said, in what medium should it be said…you get the idea.

One common instinct that we see with many new clients is the impulse to respond to a tricky question with, “no comment.” If this is something you can envision yourself saying to a reporter asking about a crisis, you must fight the urge to duck and run because that’s exactly what a “no comment” response is: the verbal equivalent of running and hiding under a rock, hoping your bad situation will just go away on its own. Wouldn’t it be great if it were that easy? Trust me, it’s not.

There are many words that you would probably want your target audience to associate with your organization: strong, innovative, trustworthy, responsive, caring and so on. But when you say “no comment,” here are some words that come to a reader’s mind: Evasive. Secretive. Shady. It makes the reader wonder what you are hiding and why.

Certainly, there are circumstances during which you are legally very limited in what you can say, such as lawsuits or ongoing investigations. The trick is to always be prepared to say SOMETHING, even if you can’t address the actual item the reporter has asked about. Here’s our philosophy: There is ALWAYS something good to say. To give you a better idea, take a look at these two sample exchanges between a CEO and a reporter.

    Reporter: “Can you tell me where you stand with your employee who was arrested for                        fraud?”
    CEO:        “No comment.”

    Reporter: “Can you tell me where you stand with your employee who was arrested 
                     for fraud?”
    CEO:        “I’m sure you understand that I’m not able to speak on the details of an                      ongoing investigation, but what I can tell you is that we are evaluating our                      procedures and tightening our controls to prevent anything like this in the                      future. Our customers, employees and shareholders are extremely                      important to us, and it is our No. 1 goal to protect their investment of 
                     money and time.”

The Speed of the Crisis Communication Game

Thomas Whitehead

On Oct. 28 during the Tennessee-South Carolina football game, South Carolina’s All-SEC running back Marcus Lattimore suffered only what can be identified as a gruesome leg injury in the second quarter. For the sake of the squeamish, I have not included a link to this clip. You can find it very easily if you haven’t already seen it.

Just a little background: Marcus suffered a season-ending injury last year, but still returned this year to pursue his dream of playing in the NFL. His performance this year so far reinforced the suggestion that he was still capable of playing professionally. In addition, by all accounts, he was a model student-athlete and was very popular among college football fans, even if their team was on the opposing side of his touchdown runs. Despite all the upsets and close games this day, Marcus Lattimore’s injury was the top story of the college football world. His career pretty much ended, and many are praying that he will even be able to walk again.

Once this injury happened, which was around noon CST, the social media world blew up, as we have become accustomed to in this day and age. His name was trending, and the video of the injury was already posted on YouTube. Again, none of this is surprising in 2012 and is generally expected. People comment and share instantaneously. We get it.

But, there was one more movement to this story that really surprised me. I noticed at 12:45 p.m. CST, some South Carolina fans had already created a Pray for Marcus Facebook page. I clicked on it, and it already had 20,000 likes. My mind was blown away by this. An hour earlier, this man was still dodging tackles, and now, there was a page offering up prayer requests for him with the online population of a small town. AND THE GAME WAS STILL BEING PLAYED!

The game ended around 2:30 p.m., and I decided to check the Pray for Marcus page. It had ballooned to 40,000 likes. As of this writing, the page is just over 73,000 followers.
I am sure there are other examples of pages being created almost instantaneously, but this was my introduction to it. And this should be a huge eye-opener for companies, brands and organizations especially during crisis communication situations.

I can see other examples of this occurring, especially in situations that might be more controversial than that of the career-ending injury of a beloved football player. This might be seen as a threat to companies in times of crisis, but rather, perhaps it should just be seen as another layer of opportunity to monitor your message and communicate with your audiences.

In any valid crisis communication plan, you have delegated responsibilities to monitor media, address frontline calls from the public affected and provide communication to all shareholders involved. These plans generally will encompass all lines of communication, electronic and otherwise. 

HOWEVER, this serves a good reminder to not only monitor your own social media platforms, but be mindful that others might create them on their own. Yes, many people will use a company’s official page to share their comments, but nothing limits individuals from sharing only on a company’s preferred platform.

I predict that the immediate creation of Facebook pages in reaction to specific events and moments will continue to be a trend for the next year at the very least. It will be a quick way for people to express how they feel at that exact moment.

Again, this should not be treated as another element in which your company has no control over because you didn’t really have control to begin with regarding the situation. Rather, see this as a chance to be more aware and proactive that the existence of publicly created pages regarding your brand can exist and this should be added to your crisis communication plan.

It's been a little spooky around here!

Greetings and Happy Halloween!

If you’ve been following us via Facebook or Twitter lately, you’ve seen that some serious specter shenanigans have been brewing over here the last few weeks. Our Obsidian ghosts have been busy providing some afterlife advice. Here’s a recap of the messages they’ve left on our front door, in addition to some more late-night whisperings we’ve heard.

Enjoy!

1.    That ghostly silent treatment? The “no comment” position you’re holding. Yeah, that doesn’t work. Speak up if you want to be heard. If not, people will just make up spooky stories about you.

2.    Remember, appearance matters -- even when you’re dead. Trade in those bed sheets for something more fashionable the next time you make a public appearance.  

3.    Choose your medium very carefully. You don’t want just ANYONE talking to your family and friends on your behalf. 

4.    Feeling a little invisible? PR can help!

5.    Tired of hanging around in the same old graveyard night after night? Don’t let yourself be a creature of habit. Mix it up a little and try something new. 

6.    You’re rattling those chains to get people to listen to you, but are YOU listening to them?  
7.    Tired of being such a loner? Teamwork can produce some wicked results. Find a ghostly agency to give you some hauntingly good ideas.
 
8.    Think before you moan – you don’t want people getting the wrong idea.

9.    Fess up when it’s your fault. Don’t blame the family cat for knocking down that candle. 
10.    Timing is everything. No one’s going to attend a 7 a.m. séance.
11.    Results matter. What’s the use if you can’t scare anyone properly?

12.    Don’t be a spectating specter. Get involved and make a difference.

13.    Practice your spooky speak. Remember your role as a from-the-grave rep.

14.    Proofread. How embarrassing is it that you misspelled “boo” on the foggy window? Come on!

15.    Hanging around graveyards is SO 200 years ago. Find a new gig.

16.    Don't be a pesky poltergeist. Scare strategically to make sure you’re reaching your intended victims.

17.    Even ghosts need to get social. Follow us… @ObsidianPR

18.    Don’t mask your true feelings. Be honest with your audience.

19.    Are victims not taking you seriously anymore? Are young girls hounding you rather than running from you? Stop blaming Hollywood and take control of YOUR image!

20.    Has your ghost story gotten old? Shake things up! Change haunts, glow a different color, or try a different scare tactic!

21.    Be consistent but not boo-ring. Your audience isn’t dead…YET!

22.    Don’t be left mourning a missed media opportunity! Stay on top of the trends and ahead of the news! You don’t want your only media coverage to come from the obituaries.

23.    Even the CDC has a crisis plan…for our undead friends’ Zombie Apocalypse! Do you?

My Virtual Office: The Good, the Bad and the Pajama Pants

Kerri Guyton

It’s no secret that today’s technology has allowed for “the virtual office” to exist for many professionals. At Obsidian, we are laptop-based, so wherever we are – be it in the office, at a meeting or at home with the flu – we have 24/7 access to our client documents, presentations, media lists, clipping spreadsheets, etc. However, even office PC professionals can set up shop at any coffee house, café, committee meeting or home dining room table, thanks to iCloud, Dropbox and other file-sharing apps accessible through personal phones and iPads.

I’ve often referred to this concept of the virtual office as both a blessing and a curse – a convenient inconvenience. I always have my work with me (convenient), but then again, I always have my work with me. While en route to a meeting with one client, I may get a call from another client who needs a file emailed right away. No waiting to get back to the office for me! I can send it from the parking lot before going into the meeting. And, while in that meeting, a discussion may initiate a question about a specific communication strategy outlined in last year’s PR plan. Within minutes, I’m relaying the strategy and corresponding tactics we purposefully laid out for them last year. It’s quite magical really.

On the flip side, I often extend my work day in an effort to accomplish more, get ahead and stay in the loop. If the mood hits me at 9 p.m., I will pull up the website copy I was working on before leaving my laptop to pick up my kids from day care. I will respond to those last few emails that came in after hours before closing my eyes to sleep, and when I’m tossing and turning at night, I will get up, plug in and catch up on the industry newsletters piling up in my inbox. While extra efficient and appreciated by my clients, this practice on a routine basis will lead to lethargy, which in the end, works to my clients’ disadvantage.

I have worked in my pajama pants while at home with a sick kid (efficient), and I have worked in my pajama pants with the stomach bug and a deadline culminating on the same day (crazy); but overall, my virtual office suits me well. The convenience pays off more than any cost, and it’s what makes me the reliable and efficient PR professional that clients enjoy.

The XX Marks the Word-of-Mouth Spot

Thomas Whitehead

By now, many of us are very familiar with the phrase “word-of-mouth” and have been inundated with tons of mentions about what it is and isn’t. As a matter of fact, with the overuse of the term in marketing and communication circles, some have even predicted that the phrase has lost its meaning and value. 

However, last month, a British rock band, The XX, proved exactly how vital and special word-of-mouth communication can be. While you were listening to “Call Me Maybe” for the umpteenth time, The XX tried a unique experience to promote their upcoming second album, Coexist.

A week before the worldwide release of the album, the band sent it to an individual fan and asked this person to take a listen. If they liked it, the band invited them to share it with others and asked them to do the same. Working with Microsoft, the band was able to track the distribution of the album organically as the album was shared throughout the world, eventually crashing the band’s website. You can even click here to see the timeline in which the album was shared.  

In an era in which brands overreact if they have enough fans, likes and traffic, it is important to see what matters: content and customers. This experiment proved both are essential above everything else. 

If you have the right product that people enjoy, value, appreciate and desire, then they will consider what you have to offer them. You can promote and push yourself all day long, but if it’s not of value, then you have no chance with your customer base. 

Secondly, you have to trust your customers and identify which ones will emerge as brand champions for you and your business. However, this is something you cannot take for granted. People need a reason to want to speak on your behalf. I am sure there are some people who received The XX’s album who did not like it and chose not to share it at all. But, the band was not concerned about them. They wanted to make sure their fans were able to appreciate the new music all the same and catered to ensuring they enjoyed it. 

So, the next time your business begins talking about ways to get 5,000 followers or reach $10 million in sales, remember that it begins with the power of one, and then focus on what it takes to maintain that sense of a personal relationship with all of your customers.

A lot can be learned from a mistake

Crissy Lintner

During one of my recent training runs for the Dallas Half Marathon, I accidentally ran 10 miles. How, you may ask, can one accidentally run 10 miles? Well, folks, it happens if you encounter the sign “Trail closed ahead,” and you don’t check the handy-dandy GPS to determine a similar route and mileage. So, during mile nine-ish, I found my mind wandering to work – a welcome distraction from the pain and agony we runners endure. I began thinking about the great parallels between PR mistakes and distance running mistakes.

As with training for a half marathon, PR mistakes are a common occurrence that can be prevented if one makes the effort to follow the plan – or to plan at all. I’ve written about this in a previous blog post (Before the Launch). I would never sign up for a half marathon the day before the race after zero training and expect to even make it to the finish line. Likewise, a company can’t expect PR success without planning. The effects of this mistake manifest in many ways: low attendance at an event or grand opening; people being unable to find you online; or in worst-case scenarios, a lawsuit over copyright infringement. Taking time to effectively research, plan and incorporate PR initiatives can make your business goals reachable.

Another common mistake is not listening to your key stakeholders. For runners, this is akin to not listening to your body when you need to rest in order to avoid injury. Consider the Netflix to Qwikster to Netflix debacle in 2011. The CEO made the decision to change pricing, packages and the company name without proper research among its current customers (and without planning). The situation became a negative PR firestorm that ended with major backpedaling by the CEO - right back to the original name and format before Qwikster even launched. But what remained? The negative impression about Netflix, its CEO and a slew of lost customers. Had Netflix given more thought to the idea, and taken time to ask and listen to key stakeholders, the rollout might have been successful.

Now, think of some of the great sayings of old: “Look before you leap,” “A penny saved is a penny earned,” and this little gem: “Think before you speak.” Or act. Consider the current presidential campaign’s many “oops” moments. While President Barack Obama and Mitt Romney are probably two of the most well-trained individuals in the USA right now when it comes to media interviews and public speaking, they are also humans prone to missteps when taken off guard. As with a political campaign, an executive can derail his company by not taking time to prepare for an interview. And, as we have seen, what you say can and will be used against you. (Trade secret: There’s no such thing as “off the record.”) Don’t make the mistake of not thinking through and writing out your talking points, rehearsing your responses and preparing for all possible questions. A great PR partner will help you in this effort so you don’t wind up on the nightly news for your own “oops” moment. 

I could go on with more PR mistakes and parallels to training for a half marathon, but for now, I’ll leave you hanging. Wait – did you just ask what the tie in to training was for “Think before you speak”? I’m glad you caught that. Here it is: If you don’t think things through (such as how hot it is in Texas from June to October, which means waking up before dawn so as not to die from heat exhaustion, which means earlier bedtime, which means the baby needs to magically be on a schedule again so you can go to bed earlier…), you’ll find yourself committed to running 13.1 miles and a bit sleep deprived in the process. ;)

Behind the Headline

Lauren Hannaford

If you’re a PR professional, you know that strategic media relations is one of the most well-known aspects of our discipline. What some clients may not know is the process we go through to help garner those news stories, radio interviews, blog mentions and TV segments. Well, it all starts with a headline.

When our clients present us with newsworthy content that should be pitched to news media, one of the very first things we do is visualize the headline for the news release or subject line for a pitch email. With some news, it’s really easy and fun to think of that headline. With other news, it can be a bit more challenging. Whatever that content may be, producing a very strong headline is the key to grabbing the attention of your news contact.

I’m sure many of you have heard this a thousand times. “Make sure you write a good headline, so you get noticed!” That sounds simple, but many times, professionals can get into a rush and don’t spend enough time writing a clear, strong headline.
 
Lackluster headline:
“Students to run laps as part of fundraising initiative”

Enticing headline/email subject:
“500 students to do the Hokey Pokey while running for a cause”

My hope is that a reporter reading this would think, “What? They are going to do the Hokey Pokey and run at the same time? AND raise money?” Then, get to the point in the body of your email and give them the usual suspects: Who, What, When, Where, Why. Spending just a little more time on your headline could result in some great coverage for your client. And, we love when that happens!

On a funny note, here are some pretty awful headline fails. Does anyone remember “Missippi’s literacy program…?”

You talkin' to me?

Courtney Liebenrood Ellett

Tim Westergren, the founder of Pandora, emailed me the other day. Yep, that’s right. And today, just 30 minutes ago, I got a message from him on my cell phone.

The above statements are absolutely true, but they might not mean exactly what you think they mean. No, Tim and I aren’t friends, and Pandora isn’t one of our clients. But I am a loyal Pandora listener. And that is why Tim contacted me.

Tim sent me (and most likely the other 52 million Pandora listeners) an email about an important piece of legislation that has just been introduced in Congress that could end long-standing discrimination against Internet radio. He asked me to contact my senator to urge him to support the Internet Radio Fairness Act. And guess what? Tim then provided Sen. Bob Corker’s contact info right there within the email. Sure, that info is easy to find, but to me, it was more than a convenience factor. I now KNEW that Tim was talkin’ to me. 

So, did I email Sen. Corker right away yesterday? I did not, but I did pay a lot of attention to the email and put it on my to-do list. Besides, and I hate to admit it, I’ve never contacted a politician before in my life – about anything! Then came the message on my phone. I was on my daily walk (listening to Pandora, of course), and between songs, Tim took the opportunity to follow up with me. It took maybe 10 or 15 seconds to reinforce the message of the email, and my next song started playing.

I came home from my walk, got on my laptop and emailed Sen. Corker right away. Within minutes, I received a “Thank you for contacting my office” email in response.

So yeah, Tim from Pandora was talkin’ to me. And better yet, I was listening.

Let’s keep it green, folks. Keep it green.

Sarah Lichterman

At the Obsidian office, we know how to recycle. We have two separate trash bins – one for cans only and one for other materials – and keep a mountain of newspapers and magazines that are all recycled or donated to the Humane Society of of Memphis & Shelby County and the Humane Society of North Texas.

Recycling is the process of making new products from products that have already been used, thus extending the life and usefulness of something that has already served its original purpose. Most, but not all, products can be recycled. These include but are not limited to aluminum, batteries, biodegradable waste, clothing, electronics, glass, metals, paper and plastic.

The No. 1 reason to recycle is to protect and preserve the Earth’s environment. Recycling helps conserve our natural resources, reduces landfill space, conserve energy and reduce water and air pollution and the green house gas emissions that cause global warming. In addition, this growing trend is creating an industry and related jobs.

Recycling in the workplace can be made easy. You can provide bins that are clearly marked for recycling. If you do not have recycle pick-up at your office, you can assign someone each week to take it to a public drop-off center. There are five locations around Memphis, visit here for more details.

Recycling goes beyond just using bins. In the workplace, you can use energy-efficient light bulbs, recycle old printer cartridges and company cell phones, utilize emailing of documents instead of printing hard copies, print on both sides of the paper, use electronic posters and banners, use porcelain mugs instead of Styrofoam cups for coffee and bring lunch in a reusable container. These are just a few of the many ways to reduce your personal and company’s carbon footprint.

The Naughty List

Courtney Liebenrood Ellett

Please read this sentence aloud: “You know, the restaurant we ate at on Friday was super luxurious, and the staff was wonderful. However, the dining area was outdated, and the tables were sort of tiny. We had a good meal though.”

Now – and don’t cheat by glancing back up – tell me, which words do you recall most easily? If you’re like a majority of the general public, you just mumbled “outdated” and “tiny” to yourself.

Studies show that negative words, experiences and ideas crowd out positive ones in our minds. When we hear a negative word, it is what we remember the most. Check out this recent New York Times article that addresses why this is just human nature. 

Why should we care? It is important for PR professionals and business leaders to understand this phenomenon as it can have serious, and possibly damaging, effects on client relationships.

Imagine that you’ve just received word from a hotel representative that your room is not available. Ask yourself which explanation makes you feel better, knowing that you’re really hearing the exact same message: Sorry, lady, we gave your room away.

Option 1 (wrong): I’m sorry, ma’am. The suite you reserved already has another guest in it. We accidentally double-booked it in our reservation system, and the other person checked in first. Sorry for the mistake; I’m not sure how it happened. Would you be OK with a smaller room?

Option 2 (right): Ms. Ellett, we’re so sorry, but it seems the suite you booked isn’t available as we promised. We’re working diligently to get everything straightened out so you can thoroughly enjoy your stay here at our hotel. Please have a seat in our lounge, relax and enjoy a beverage on the house while we get this taken care of. We’ll get back to you within five minutes and get you all settled in.”

The point is this: Even when the news isn’t all Pollyanna in nature, it can be handled in a way that makes your audience feel better about the situation. The way we say something can make all the difference in the world.

Here are some tips to remember:

• Don’t say negative words.
• Never repeat negative words – even if it is your intent to deny them.
• Think about all of the positive words you want associated with your company. Ensure any front-line colleagues know these words.
• Think about all of the negative words you DO NOT want associated with your company. Again, ensure client-facing staff members know to avoid these words.
• And remember, jargon – words your audiences don’t use on a regular basis – is considered a part of the negative word club. If you must use jargon, immediately explain what you mean.

If you’re interested in learning more about how to avoid the naughty list, give us a shout.

There’s no “I” in team

Katie Pemberton

“No man is an island…and therefore, never send to know for whom the bell tolls; it tolls for thee."

In John Donne’s Meditation 17, he emphasizes the interconnectedness of mankind. It’s also a pretty accurate metaphor for our culture here at Obsidian PR. You see, although each client is officially represented by ONE Obsidian staffer, that client also has the ideas, expertise and experience of the entire agency in its corner. That’s because no account rep is “an island.”

As you may have read about in a previous “From the Rock” post, group brainstorming is a pretty major part of what we do here at Obsidian. There are many times that brainstorming among the entire Obsidian staff might be used for a client:

• When the relationship starts, to get everyone’s input on broad things, like overarching goals, or more specific things, like story pitching ideas or social media tactics
• When the client is starting a new initiative or event and the account rep wants to consider ALL ideas for promoting, helping plan and execution
• When the client has a problem or issue and needs our help overcoming the challenge
• When the client wants some ideas for a tagline or new company or product name

I can tell you as an account rep who has handled several of these types of projects, it is a major asset to the work I do to have our team providing input, guidance and feedback.
 
In addition to the formal brainstorming, there are many other ways that Obsidian functions as a unit, preventing any account rep from ever being the sole person servicing a client. 
Both the Dallas and Memphis locations have a manager of the team who keeps an eye on all client work from an aerial view, providing guidance and ideas to the account rep that she might not have seen from where she is “on the ground” executing tactical work.
 
Yet another example of how Obsidian fosters a great community and group dynamic is how we are all able to fill in for each other when needed. For example, if an account rep is going to be out of town during an important client event, he will transition all of the materials, from the publicity timeline to the contact list and the event planning notes, to another account rep, and that account rep will execute the last-minute promotional tactics, attend the event to field media, coordinate timing as needed, etc. Each account rep will ensure that client work is taken care of (by other staffers, if needed) while out of the office.
 
But sometimes things come up for a client, such as a media crisis, that can’t be predicted, which has actually happened with a client while the account rep was out of town. Fortunately, Obsidian’s culture is such that the team manager was totally up to speed on the client’s issue, and the other account executives had a solid foundation of information about the client from all the collaborative activities we had done. The team manager and the other account executive tag-teamed the crisis and handled it seamlessly while the original account rep was 1,500 miles away.
 
I also like Donne’s advice not to “send to know for whom the bell tolls; it tolls for thee.” He was talking about death, but I look at it in a more abstract and therefore positive way. I equate a bell tolling to when we have had a great success for a client, such as a front-page news story. Even if it wasn’t one of MY personal clients, I am still excited for the success of one of OUR clients, and one of OUR account reps. So that bell…it still tolls for me.

Hey, customer! Take a chill pill!

Kerri Guyton

OK, so while this may be what’s coming to mind as you open your mouth to diffuse an emotional customer, good communication skills will filter this statement into something pleasantly soothing and magically transformative. Some may claim that performing magic would be easier than pleasantly responding to an irate customer, but with a focused commitment to positive communication, business professionals might be surprised at their own “power” to redirect a customer’s frustration.

While situations vary, keeping your cool is the overall goal of any heated interaction. Simply by remaining calm, you exude a confidence that the problem has a solution. The rest of the interaction can be remembered as easily as you remember your vowels: AEIOU.

•    Acknowledgment
•    Empathy
•    Insight
•    Offer
•    Understanding

Starting with an acknowledgement of the customer’s concern and empathy for their distress immediately softens the customer’s defense and begins to assure them that you are open to helping them.

The next stage of the interaction involves gaining insight into the situation – listening to the customer’s story to determine the problem. This stage may also involve providing insight, which may settle the situation right then and there. If you are able to clear up a misunderstanding or answer a question that wasn’t being answered, that may be all that was needed to clear up the situation.

You can most often expect the offer stage to turn the corner for the situation, be it an offer to do something about the problem, to provide a reimbursement or replacement, or even to handle something differently in the future. Unhappy customers are likely to come with a demand ready, and by having a spirit of offering ready to go after gaining the insight needed, you continue to control the positive momentum.

A lasting impression is made in the understanding phase, where it is imperative to communicate an agreement that the situation has been resolved, so that the customer can walk away feeling taken care of, satisfied and far from the angry patron who initiated the exchange. 

And then, you can put your “magic wand” back in your pocket.

Getting to know the final two...

 

An animal advocate from Memphis and a Louisina-native who bleeds purple and gold, Katie Pemberton and Kelli Eason are our final "getting to know Obsidian" entries. Both are equally as passionate about PR as they are about their personal loves for animals and football. 

Katie Pemberton

Katie and her BFFs

Birthday: 9/8/81
Hometown: Millington, Tenn.
College: Lambuth University (now The University of Memphis at Lambuth)

All-time favorite restaurant:
Imagine Vegan Cafe

Favorite thing to do in Memphis:
Spend an hour or two with my dog on a beautiful spring or fall day at the “big girl” dog park, as we call it, at Shelby Farms

What is your favorite cause?
Humane Society of Memphis & Shelby County, which rescues and rehabilitates injured and abused pets in our community, and Mercy for Animals, a national nonprofit dedicated to preventing cruelty to farmed animals and promoting compassionate food choices and policies.

Favorite Facebook page and Twitter account:
Facebook: Humane Society of Memphis & Shelby County
Twitter: @azizansari

How old were you when you got your first cell phone?
I think it was when I graduated high school.

Favorite book:
The "Harry Potter" series, of course!

Favorite pastime:
Curling up with a good book or finding a new (or new to me) series on TV to waste entire weekends on.

First car:
1987 Toyota Celica

If you could go back in time and live during a different era, which would you choose?
I am fascinated by “the olden days,” but I definitely don’t buy that they were the “good old days.” It seems to me that in the “good old days,” a lot of people got hung without trials, sold as property, set on fire for being “witches,” women were their fathers’ and/or husbands’ property, and it wasn’t OK to stand out or be different. I’d like to visit lots of times from the 1800s on up, but the thought of living in them is terrifying. I think we are living in the best time right now.

What was your first paying job?
I worked in a florist as an assistant. To this day, the smell of oriental lilies makes me ill.

If your life had a soundtrack what song would you pick for it?
Definitely “Oh Happy Day” as performed by the St. Francis High School Choir (from the CLASSIC “Sister Act 2: Back in the Habit”)

What TV show are you embarrassed about watching?
"Toddlers & Tiaras"! I need it to remind me that I’m a really good person, relatively speaking.

What was the first concert you went to see?
Randy Travis

If you were an Olympic athlete, in what sport would you compete?
I am really sad that it’s too late in life for me to be a gymnast. I can vault and tumble only in spirit.

What is the most disgusting thing you have ever eaten?
Olives. They taste like death. And I hate sushi a lot.

If you could have a drink with someone from, history who would it be? 

Doris Day

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Kelli Eason

Kelli

Birthday: Jan. 6, 1987
Hometown: Lake Charles, La.
College: Louisiana State University

All-time favorite restaurant:
Darrell's — in my hometown of Lake Charles. They have the best po-boys, and I make an effort to go there whenever I'm home.

Favorite thing to do in Memphis:
Go to festivals…I love when something like Cooper-Young Beer Festival, Hot Wing Festival, Memphis in May, Italian Festival or another is going on.

What is your favorite cause?
Youth development (I've volunteered as a one-on-one mentor and as a youth cheerleading coach).

Favorite Facebook page and Twitter account:
Facebook: tie between Memphis (I Love Memphis) 

and LSU.  

Kelli and fiance, Blake

Twitter: tie between @mashable and @mentalfloss

How old were you when you got your 

first cell phone?
17

  

Favorite book:
"The Giver"

Favorite pastime:
Family Christmases — or any huge family gathering, really. We have weird traditions like Dirty Santa on my dad's side (which my uncle always throws a wrench into) and 

bonfires/skeet shooting with my mom's side. 

Kelli and family

First car:
2000 Saturn something. It was a five-speed manual and didn't have power locks or windows!

If you could go back in time and live during a different era, which would you choose? 1950s…provided I still get central A/C in my house. :)

What was your first paying job?
Babysitting, if we're getting technical, but my first real job was an aid at St. Luke-Simpson Preschool for the 2 to 5 year olds.

If your life had a soundtrack, what song would you pick for it?
Glee-style mashup of "Proud Mary" and "Louisiana Saturday Night" on a loop with "A Southern Thing" by Better Than Ezra (changing the male Kelly in the song to a female Kelli, of course).

What TV show are you embarrassed about watching?
"Teen Mom"

What was the first concert you went to see?
I honestly cannot remember. I do remember being really upset that my mom wouldn’t drive us to Houston or New Orleans to see 'NSYNC, though.

If you were an Olympic athlete, in what sport would you compete?
Ideally, gymnastics. Realistically…maybe I could get good enough at curling or racewalking to have a legitimate shot!

What is the most disgusting thing you have ever eaten?
Whipped cream, and it's not even close. That is the most disgusting food.

If you could have a drink with someone from history, who would it be?
Walt Disney and/or Milton Hershey

If you could live in any other country for two years, where would you go?
One of the places on my bucket list — Thailand, Singapore, Greece, Spain…Bora Bora.