We made a mistake

Kerri Guyton

Like a carpenter who utilizes an arsenal of powerful tools with extreme caution – because they hold enough power to, you know, accidentally saw off a finger or a hand – PR professionals carefully craft statements and key messages for the brands that we work for because they too can potentially “cut off” something valuable to a company – like an entire target audience. The statement “we made a mistake” is one of the most powerful declarations a brand can make, but as with all powerful things, it must be used carefully and with precision.

In a recent video for the Public Relations Society of America, Virgil Scudder, an executive communication coach and crisis expert, discussed the art of an apology, pointing out that “apologizing at the right time, in the right way, for the right reasons is a sign of strength.” He even concludes that it is “often a business necessity.” I completely agree. 

In this video, Scudder also lays out five key steps that can be taken in an apology to reverse negative feelings and help restore the company’s reputation. Interestingly, they are closely aligned with steps I discussed in a previous blog post for defusing an emotional customer. 

Scudder advises that the apology must:

• Be timely
• Be specific to whom you are apologizing
• Be sincere in admitting the wrong that was done
• Offer a reason for the wrong-doing
• Include a pledge that it won’t be repeated
• Offer some remedial action to those harmed by the mistake

With today’s technology and the ability that people have to follow every move that a company makes – as well as to voice concerns, mistreatments and company blunders on user-review sites and through social media – mistakes are often broadcasted immediately and picked up by multiple outlets simultaneously. Brushing mistakes under the carpet is absolutely not an option anymore, and yet, the public is so tuned into today’s public brands that the tiniest moves will be critiqued, even when they may have good intentions. A well-planned, timely and authentic admission and apology can cast an unbelievable power over a potentially negative situation, but “with great power comes great responsibility” (thank you, Spiderman) to follow through on what you say you will do – to learn from your mistake.

PR in the Not-For-Profit World

Lauren Hannaford

One of the things we take a lot of pride in is the number of not-for-profit clients that we work with. I currently handle five not-for-profit accounts, and each is unique and exciting in its own way. If you can’t intern at an agency, one of the best ways to get your “PR feet” wet is to do an internship at a not-for-profit in college.

Like businesses with goals to raise revenue numbers, not-for-profits work around the clock to fundraise and win grant dollars and sponsorships. The difference is that after all of the events, communication, fundraising and luring of corporate sponsors, the funds must be put to work through programs and services for those in need. And, that is why the aforementioned efforts are critical.

Because fundraising is so critical to our not-for-profit clients, engaging a PR agency is also critical for many reasons:
1.    Making your not-for-profit stand out in a city with thousands of organizations fighting for the same funds
2.    Lack of time to commit to PR or inability to keep a full-time employee on staff because of funds
3.    Event support and promotion
4.    Sponsor recognition through media relations
5.    Media attention that attracts granting foundations/organizations
6.    Volunteer recruitment
7.    Program and services outreach and awareness

Through the numerous not-for-profit clients that I’ve had the pleasure of working with, one thing remains the same. They are all passionate about their mission. They have to be! That’s why getting a big story about a new program or effort for a not-for-profit is so exciting. When we get feedback about results from our efforts, it’s very rewarding because we know that it will ultimately help individuals and community-wide efforts in some way. Here’s a checklist of tactics that I try to think about often for my not-for-profit clients. One just might spark a new idea for you!

1.    Look beyond the program or service to the individual who will be receiving the service.
2.    Think about how that individual or community group gets their news and communicates.
3.    Time pitches and stories (as best you can) close to the time frame of grant applications.
4.    Share success stories like crazy.
5.    Communicate through all types of media and advertising when possible.
6.    Always be thinking about how to reach new donors.
7.    Find ways to make fundraising events stand out.

Are you easy? (To do business with, that is.)

Courtney Ellett

I often have chats with my parents about my line of business, among other things. And it never fails that my father, a retired executive with a Fortune 100 company, wraps up the easy-going conversation with a golden nugget of wisdom to signal that the conversation is coming to a close and I need to pay close attention.

He’ll say something like “Courtney, I know you know this, but I’m going to say it anyway…” The look on his face turns from a father to a serious business man. The hallmark of his advice is that it’s simple and fundamental. And I believe that nothing is better than simple.

Most recently, we were discussing client satisfaction in general and he said, “Sometimes the only question is, ‘Are you easy to do business with?’” And he repeated it: “Are you easy to do business with?” He maintained that a company gets in its own way if it’s not easy for the customer to be a customer. If you make it difficult, they’ll go elsewhere.

Wow, I just loved what he said. Honestly, I couldn’t help but ask myself that question about our firm. I want to MAKE SURE we’re always easy to do business with.

That very day, with Dad’s counsel echoing in my ears, I experienced a company – or at least an employee – who got it and one who just didn’t. 

The first experience happened when I called Barnes & Noble in Collierville on a recent Saturday morning searching for a book my son needed desperately for school. This was after I had furiously called local libraries with no success. I called at 9 a.m., and no answer. No answering machine to tell me anything either. I thought they just might be too busy to catch my call. Not easy.

Thirty minutes later, I called back. After maybe the 12th ring (again not easy), a colleague answers. I tell him what I need, and he said “We don’t open until 10. Please call back.” Not easy – with an exclamation point! Obviously, this guy was already at work and “on the floor” and on the clock – not answering the phone from bed in his PJs – and yet he couldn’t tap on his computer and check on the book’s availability.

On the flip side and on the same day, my husband and I made a grocery run to a Kroger near our neighborhood. We were looking for ground pepper. We easily found the spices aisle, but could not for the life of us put our eyes on the ground pepper. One of the colleagues – I wish I had caught her name – saw our glazed “can’t find the pepper” look and approached us. Not only did she help us – and lightning fast – she was HAPPY to help us. In fact, she was jolly. How refreshing indeed. She made it super easy, with a smile on top.

Sometimes, the life of a company gets so complicated with crunching numbers, evaluating this and evaluating that. It can be dizzying, and with no tangible results. Sometimes, we just need to ask ourselves the most simple of questions to reach the most profound of solutions.    
Are you easy to do business with?

Use of social media revolutionizes the definition of a traditional resume

Sarah Burgess

Sure, we all know about social media. With sites and apps like Facebook, Twitter and Instagram, it’s easy to get lost in the lighthearted or humorous side of online networking. But do you know just how vital things like what you post, the language you use and who you follow can be when searching for a job?

I read a Forbes article recently that discussed the growing trend of companies running online searches on potential employees. The author, Dan Schawbel, predicts that this movement will continue to rise and “online presence searches will become as common as a drug test.”

With more and more businesses using the Internet to search for prospective employees, cleaning up your language is no longer enough to attract recruiters. To win over a new boss, here’s a list of ways to improve your online presence:

1. First Things First – If you don’t have accounts with popular social media (Facebook, Twitter, LinkedIn, Instagram, etc.), get an account ASAP!

2. Account Setup – Make sure your username or site address is professional and identifiable. While the Twitter handle “KittyLvr85” may describe you perfectly, it’s best to keep it simple by using your first and last name only (numbers at the end if necessary). Similarly, make sure all of your “Bio” or “About Me” sections are accurate and up-to-date.

3. Photos – Make sure your profile picture accurately identifies you.
Companies are looking for a profile photo that accurately depicts you, not a picture of you and 15 friends making silly faces at the beach. Today, most social media require a square profile picture, so choose a photo that will crop and resize appropriately.

4. Keep it Classy – This should be self-explanatory, but keep your account content appropriate. Be sure to check your pages regularly for any tasteless posts or tags from friends. The best rule of thumb is this: If you have to question it, get rid of it! Remember, even when you aren’t searching for a job, people are always out there watching.

5. Linking – Though many people aren’t aware or don’t take advantage of it, linking your various social media accounts back to an online resume (such as LinkedIn) or a personal website makes you all the more marketable to potential employers. A personal website can be created by purchasing an online domain (Schawbel recommends GoDaddy.com). If you have art, photography or designs to display, consider creating a free page on sites such as deviantart.com, beehance.net or wix.com. 

6. Friends and Follows – Just like in high school, whom you connect with speaks volumes about your personality and character. Instead of only following your friends and favorite celebrities like those of Duck Dynasty or the Kardashians (no offense, we love y’all!), connect with the accounts of professionals, organizations and those with expertise in your field. Plus, there are even accounts created for job listings! Some of these accounts include Tweet Smarter, PR Jobs and Intern Queen.

Got any more tips for increasing your professional presence online? Post them in the comments below!

I have a confession to make

Kristen Orsborn

As a public relations professional (and, arguably, as an American citizen), it’s my duty to stay in the loop with what’s happening in my community and the world around me. I’m constantly plugged in to local, national and global news on a variety of topics. So at the end of the day, I like to indulge in what I call “junk food for my brain.” Yep – I love me some celebrity gossip!

In the celebrity gossip trade, there are the usual suspects. You know who I’m talking about – the bad girls and guys who feel just as at home in a courtroom as they do on a movie set.

So, I was understandably shocked when I saw a tweet from US Weekly announcing Reese Witherspoon had been arrested in Atlanta for disorderly conduct, stemming from her husband’s DUI arrest.

Huh?

I had to read that a second time. Isn’t she like, America’s Sweetheart? Elle Woods upholds the law… she doesn’t break it!

Well, news flash. It turns out Reese Witherspoon has a temper, too. And she does not like to see her husband in handcuffs. Click here to see exactly what I’m talking about.

Talk about a PR problem. This Academy Award-winning actress and mother of three, who for a long time cashed in on her good girl image, now found herself in a very “bad girl”-type situation. And to make matters worse, she used a cringe-inducing line on a police officer: “Do you know who I am?”

UGH. Total PR nightmare.

Predictably, Witherspoon retreated from the spotlight. But not for long. In fact, as far as celeb mea culpas go, Witherspoon was pretty quick to say I’m sorry. And she did it very strategically.  Within two weeks of her arrest, she appeared on Good Morning America – the most-watched morning show in the country right now. Morning TV tends to be the softball game of TV news. Tamer questions. No “gotcha” stuff. And you know what? I thought Witherspoon’s apology was pretty much a home run. Watch it here.

Why did it work?

1.    She accepted responsibility.
2.    She talked about the lessons she learned.
3.    She admitted there was no excuse for her behavior.

But what did you think? Did she seem contrite? Why or why not?

There was one element of Witherspoon’s apology tour that really rubbed me the wrong way, however. A few weeks after her GMA appearance, Witherspoon was photographed in an airport wearing – wait for it – a baseball cap emblazoned with the Atlanta Police Department logo. To me, this just seemed a little too obvious. Reese, I don’t think the Atlanta Police Department needs to see you wearing their baseball caps. I think they’d rather just see you go back to Hollywood… and stay there.

School may be behind you, but the learning has only begun

Kerri Guyton

Graduation day is around the corner, and I know several college students who just cannot wait to be done with school! I remember those days, although they are further back for me than I can believe sometimes, and I know how exciting it is to be going out into the real world – to be able to earn a paycheck, to work for real clients and to produce campaigns that actually run in public mediums. I also remember quickly realizing how much more I had to learn in order to be successful at it in the real world.

I’ve been in the “real world” for 14 years now, and I think the most valuable piece of advice I could give to graduates would be to hold onto the good study habits gained in their academic careers. Not only is continuous education important to a successful career, but in some fields, it’s an ongoing requirement; and for those who look to climb the corporate ladder, consider each rung as books to be read, continuing education courses to be taken or conferences/workshops to attend. The more you know, the better you are able to serve your clients, your employer or your team, which makes you all the more valuable.

Another thing I have learned in my career is that things change quickly – technology advances, new inventions are deployed and different methods are adopted – and in order to stay on top of the trends in the industry, you have to study up on the new ways, figure out if they apply to your industry and possibly adjust your business practices to stay in the mainstream. I sometimes feel like I am doing this on a daily basis. As an account manager at a PR firm, I work for clients in multiple industries, so I’m always trying to stay on top of what’s happening/changing in those industries, as well as in our PR industry.

The good news is that the real world is full of stand-in professors – educators of all sorts ready to share advice, teach you tricks of the trade and guide you on the best paths toward furthering your career. You just have to approach them with an eagerness to learn and a willingness to listen to their advice. Learning from others and investigating the paths charted by leaders in the industry can be a great guide to success – once again, if you are willing to study it.

Also, the professional world is full of organizations and associations committed to specific fields and industries. Becoming a member and getting involved in those organizations helps in learning about new trends, gaining access to continuing education courses and connecting to others who can teach and inspire you in your career.

So, graduates, congratulations on completing your academic mission to this point! You are much more prepared for the professional world than those who didn’t pursue a collegiate degree. Just remember that your education has only just begun, look for opportunities to further your knowledge in your field or industry whenever you can, embrace advice and counsel from those ahead of you and commit to never being done with learning!

You Can See My But(t) They are Handling It

Thomas Whitehead

So, here is a confession I have to make – in the last year or so, I have become more active with yoga as part of my exercise regime. It has been awesome. I am definitely stronger, more balanced and flexible. Heck, I even did a handstand not too long ago. No photographical evidence available, but just take my word for it.

As part of my yoga immersion, there has been a new word introduced into my vocabulary over the past year – Lululemon, the athletic apparel company that has become really popular with yogis and other exercise enthusiasts.
By now, many of you are probably familiar with Lululemon’s controversial recall last month after it was announced that almost 20 percent of their athletic pants were made of material that was “too” see-through.

My first thought was wondering if this was some type of publicity stunt. I would assume that a company of this size would have some of the best product testing procedures in place before they distributed to retail to be sold. The story dominated morning shows and late-night television, introducing the brand to new audiences. Unfortunately, it turned out to be an actual oversight.

Five paragraphs into this entry, and here is what I want to celebrate – Lululemon’s response was a PERFECT example of how a company should respond during a crisis situation.

They immediately took responsibility for the mishap and offered a plan to reconcile the situation through a recall. This was followed up with a public media tour where they used levity to defuse the situation. While they did apologize, they did so with some “cheeky” humor because they knew that if they didn’t make jokes, others would. And, they wanted to get to the “bottom” of this. Okay, I will stop now…

Throughout this, they were committed to keeping their key audiences informed throughout – media, brand ambassadors, investors and other shareholders in Lululemon. They offered full refunds to anyone who wanted them and even discussed what their new material and design will be in the future.

Yes, they had a temporary black-eye from this situation, but I predict they will fully recover from this crisis situation and eventually we will totally forget they were once the “butt” of our jokes. #ugh

When you eat, they eat

Crissy Lintner

Did you know that one in six North Americans will go hungry tonight? And, chances are, your child has a friend whose only meals are served to them right there in the cafeteria – breakfast and lunch. It’s hard to imagine that such deprivation exists in a nation where fast food is available on nearly every corner…but it does.

Enter Andre Angel, a tech entrepreneur who created “an app for that.” Dallas-based TangoTab is a new movement focusing on a win-win-win model of business. Their tagline is, appropriately, “When you eat, they eat,” adding a new element to the successful “daily deals model” of companies like Groupon, LivingSocial and Zozi. Except with TangoTab, everyone wins, including a hungry family in your city.

At a high level, TangoTab is an application-based software for use on your smart phone, Facebook or the web that offers users incredible discounts at participating restaurants (currently in nine cities across the U.S. and Canada). However, YOU don’t have to pay for the deal to get it. And, restaurants can choose when the deals can be used, therefore offering a way to fill up during typically slow times of day. So, you get a 20 percent discount or buy-one-get-one deal (free), and the restaurant fills seats that normally are empty on Mondays from 11 to 2. The absolute best part (and the reason I’m an avid TangoTab user here in Dallas) is that a portion of your bill is donated to a local food bank to feed the hungry. To date, TangoTab has fed 167,959 people – in its startup phase and just from people like you and me going to eat at partner restaurants. It’s that simple.

What Andre has tapped into is a great business model – one that has a cause at the heart of its organization. How is that of benefit to TangoTab? Companies are always charged with giving back – at least, the public expects them to give back and show corporate responsibility. It’s one of the main ways to build goodwill with target audiences. Why do you think BP is feverishly working to clean up the Gulf of Mexico and its beaches (and the image of BP itself) following the oil spill of 2010? Of course, TangoTab is much smaller than BP, but it’s hit a strong chord that will ring success as they grow into new markets – offering people an opportunity to be philanthropists just by eating dinner at a restaurant.

Not every company can have a mission that serves a group in need, but every company should have a want and need to give back to the community in some fashion, whether monetarily or by allowing its people to donate their time to causes they support or that the company supports (like Hilton Worldwide, which partners with organizations each year with monetary and volunteer support). Corporate outreach is a hallmark for creating “good” publicity, and while TangoTab has a great built-in story to tell along this vein, your company can also tap into serving the needs in your community.

But, for now, because you’re going to go out to eat at least one time this week, why not use TangoTab? See where the deals are available on their website and download the app for your smart phone and Facebook and start making an impact just by eating. And, don’t forget to take advantage of special opportunities, like volunteering at the local food bank, with your employees!