How to not screw yourself over three weeks before the end of the semester

Kim Morrison

Recently one of my teammates had a bit of computer problems which reminded me about the worst and most stressful 24 hours I ever experienced at the end of my last semester of school this past spring. Why, you might ask? Well, for several reasons: I failed to plan, my computer secretly hated me (or so I thought) and because you can always count on Murphy’s Law to catch you just at the right/wrong time. Let me explain.

I woke up early to a beautiful Saturday, thanks to the baying of my two Beagles, and started my day like normal -- breakfast with my roommate, play time with my dogs and once the cobwebs in my brain dissipated, I decided it was time to get to work.

Only it wasn’t.

I opened my Macbook Pro, hit the power button and started to hear a very loud clacking noise. I thought, “Well, that’s not good…” and waited for it to boot up.

Only it didn’t.

Once the screen lit up, it didn’t go to the normal log in screen. Instead, a screen opened up with a folder with a question mark on it. Again, I thought, “Ummmm, that can’t be good either…” So I shut it down and rebooted, again and again, and yet again, to the same result.

After much research via my iPhone, several phone calls, trips to the Apple Store and Macadvantage, and enough tears shed you’d have thought a family member died, I finally had all of my information off of my laptop while it went away to be diagnosed.

So what should I have done differently to keep something like this from happening?

Backup regularly

Regularly is a very ambiguous term, but that’s because it depends on how often you’re creating, downloading or altering files on your hard drive. If you primarily use your machine for Internet surfing, then once a week may be good for you. For someone like me who spends the day creating, downloading and altering files all day, daily backups are good, while keeping your external drive connected always so it backs up as you go.

Don’t put all your eggs in one basket

Yes, make sure you have a backup for your backup. I have all of my work files backed up to my hard drive (thankfully!) as well as our server at work, although that backup isn’t completely current (my last back up there was at the beginning of the week). My personal files are all on this external hard drive as well, but that’s it. What if this hard drive failed? Years of pictures, writing, school work -- all gone. There are many cloud options out there that allow you to back up your valuable information via the Internet. Check out this article from NetworkWorld, which not only lists 12 free cloud storage options, but also pricing information for larger storage options.

Know your local IT options

Of course owning a Mac, whenever I have a problem, my first thought is “To the Apple Store!” Obviously from this experience, they do have limitations; they don’t do anything related to information retrieval. Actually, I was told in my case, they couldn’t even touch the hard drive other than for replacement. So the mighty Apple does have its limitations. Had I known that and known the abilities of the other Apple product service providers in the area, I could have gotten to Macadvantage much earlier, and possibly gotten to the root of my problem much quicker. It pays to know where to go.

Take a chill pill

Despite the frequency of technological problems in our day-to-day lives, methods for correcting and repairing those problems are keeping up at a good pace. It may hurt your wallet, it may take some time, but most likely, your computer problem can be resolved in a way that benefits you. Information can be recovered, software fixed and hardware replaced. Don’t have an aneurysm; just breathe and contact your local computer tech to find out what your options are.

So, how did my situation end? Rather anti-climatically. After spending three days worried and stressed to the max, my computer was OK. Yep, you read that right. It didn’t clack for them, rebooted perfectly 300 times in a row and the most they could find were a couple of software glitches. Thankfully, that’s it. So my computer may have made a liar out of me and I may have lost five years off my life, but I did learn a valuable lesson, albeit the hard way -- always be prepared, especially when your computer’s concerned.

The Analytical Side of PR

Kelli Eason

Like many communications professionals, math is not exactly my strong suit. I might have even chosen to major in public relations because the coursework only required two math classes. I mean…maybe. 

I love my job because I love to write. What I didn’t know (and didn’t learn) in college was just how analytical the communications world can be. And what I never could have expected is just how much I would LOVE the numbers behind the words! 

My first exposure to analytics was during one of my internships. We kept detailed clippings reports of our clients’ media exposure, and measured the value of the clippings based on the ad rates associated with the outlets. Now, there is a great divide in the public relations community about whether this is really the most effective means of communicating the value of PR, but bear with me. There is so much more to the analytics of the industry! I’ll outline a few of the analytical tools I enjoy so much here. Did I forget anything?  Leave it in the comments. I’m always looking for more PR numbers! 

Website Analytics

If your website doesn’t have analytics, you’re missing out. The Google Analytics platform is free and just requires inputting some code into the back end of the site. (Don’t ask me exactly how that works…code is still a foreign language to me!) Google will track and report more information than you ever knew you needed, including:

• Number of visits and unique visitors
• Bounce rate (how many people land on your site but immediately leave)
• Time spent on the site
• Search terms used that led to a site visit (particularly useful to track search engine optimization!)
• A breakdown of visits, including direct traffic (typing in your URL), referral traffic (clicking your link from a third-party site) or search traffic (from search engines like Google)

Google will also allow you to compare different time periods and show the percentage changes in certain search terms or numbers. This is especially useful to track media mentions, website changes or other tactics. 

Social Media Analytics

If you’ve ever talked to me about social media, you know I’m not the biggest fan of Twitter. That’s primarily because since they launched six years ago, they’ve done very little to change or improve their platform. The big gaping hole for me is that they don’t offer analytics! Facebook and Pinterest both offer some insight into their platforms, and it’s a fantastic tool for business! 

Facebook, for example, will begin sharing lots of public information as soon as your page reaches a threshold of at least 30 fans. If you’re worried about your privacy when you like a page, don’t be. The information is all general in nature, such as a fan’s average age, gender and the “virality” of each post you make. (That’s a Facebook term for a percentage derived from how many people interacted with your content divided by how many people actually saw it.)

Social media analytics really provide unique insight into your true demographics because people really have to make an effort to find and interact with your business. They’re your champions, and they’re potential ambassadors. Pay attention to what they like, share, repin or comment on. 

What the Experts Say

There are lots of studies that provide information on the demographics of various platforms, how people use social media and the best methods for targeting your audiences. Here are a few fun facts:

• Mashable published an eye-tracking study in 2011 showing that content on top, profile pictures and who you know gets noticed. Check out the infographics here. 
• A lot of times, people don’t even finish the online articles they start reading! Slate recently published an article discussing the (not so surprising) phenomenon here. 
• Pinterest is the Web’s hottest new platform. Obsidian PR and Research Dynamics discovered that in our 2012 Mid-South social media survey. Click here to get more information on our findings. 
• Looking for more insight? Check out VisiStat. The company offers a more in-depth look at your website traffic than Google Analytics, including traffic as it’s happening. 

Still not sold on analytics? I’ll issue the same challenge most diets or beauty products offer: try it for a month or two, and then see if you can live without it. I know I can’t. Long live analytics!  

Rah, rah, ree - Way to go team!

Kerri Guyton

There are many things that I love about our team at Obsidian. First of all, they are some of the smartest individuals I know. I’m highly confident in our ability to really rock it for all of our clients. Our team is also made up of some of the hardest working professionals in the business; you have to be in order to make it on our team. We each have a roster of clients for whom we are always accomplishing big things for; it’s why we are able to retain our clients year after year. However, one of my favorite things about our Obsidian team is the team cheerleading that goes on. 

If anyone were to tap into our emails at any point during the day, they would be sure to find at least one email chain cheering a team member on for something – like a great story landed, a new client brought on, a great job helping another team member on a project, etc. Sometimes, these are started at the top with management announcing an accolade or list of them, to which everyone responds with some sort of “Way to go, Kerri!” or “That’s awesome!” message. But, it’s not unusual for one team member to point out an accolade for another team member in front of everyone; and that, to me, is what being on a team is all about. The success of one equals a win for the whole team.

I’ve actually been fortunate to have been on several professional teams like this one in my career. I think I’m good at sniffing them out, but also, I have taken it upon myself to kick-start this type of encouraging environment when needed. I guess it’s the cheerleader in me, but I know that I do better and work harder when being encouraged; and honestly, everyone could use a little encouragement. Really, all it takes is a compliment on a job well done or pointing out someone’s strength to lift the team spirit. I’ve also found that encouragement is infectious, and it builds confidence. A confident team is one that can really rock a project, task or account.

With all of this talk of cheerleading, I can’t help but think of my grandfather – my “Paw Paw” – who used to joke with me and my sisters about being cheerleaders. He would say, “I have a cheer for you! ‘Rah, rah, ree – kick ‘em in the knee! Rah, rah, rass – kick ‘em in …the other knee!’” I can’t help but smile when I think of him telling us that same joke over and over.   

Beware the scare (tactics, that is)

Courtney Ellett

My 13-year-old called me around 4 p.m. awhile back in absolute hysterics. She was crying so furiously that I couldn’t understand her. My heart sank, and the worst possible things were flooding my mind. After my brain started working again, I asked her to slow down (PLEASE!) and tell me what’s wrong.
 
She sucked up her tears long enough to say the words “FBI…break-in…15 seconds.” Now, my imagination really went into overdrive, and I was frozen by the thought that someone had broken into the house. I once again pleaded for her to explain and so she did.
 

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She was at Gram’s house after school, and my mom had left to pick up little brother. Now, my mom’s only gone for about five to seven minutes, and my daughter has never had an issue with being alone for that short time. But on this day, the house phone rang and she picked up. It was a robo-call explaining that the FBI reports that a home invasion happens every 15 seconds and suggested you get a good security system to protect your home and family.
 
You probably get the picture and understand why I got that worried call from my daughter. All she heard was “FBI…break-in…15 seconds,” and her mind went racing.
 
Now, I understand that it wasn’t the company’s intention to scare the pants off a tween – at least I hope not. But it happened, and I think there’s a PR lesson to be learned. Words can scare people, and those same words stick in their minds. It’s all they recall. Studies actually have proven that negative words are more easily recalled by humans than positive ones.
 
Our team – when prepping our clients for interviews or speeches or even website copy – advises that all negative words are removed and never repeated even if someone else introduces them. If you are in the hospital, the last word you want to hear is “mistake.” If you’re in a restaurant, you don’t want to hear “dirty.” If you are in search of a good courier service, “slow” isn’t a crowd-pleaser.  
 
And I suppose, some companies use scary words purposefully because they already know what we PR strategists teach, and they want the public to remember those words (and thus be scared enough into buying a product or service). But I say beware the scare tactics. You never know who is answering the phone.

News Releases: Things you thought were OK but really aren’t

Lauren Hannaford

During some weeks, my colleagues and I may send out a dozen or more news releases for our clients to local media. There’s no doubt reporters in Memphis get hundreds or even thousands of emails, some relevant and some not. Part of our job is to help reporters do their job more quickly. We help make it easier and more seamless for them.
 
Sometimes, new clients aren’t fully aware of what all that entails, and that’s OK because we take time to explain and educate clients about our processes. For example, when a client has news that warrants a full news release, we write the release according to Associated Press guidelines. We do that because that’s how it has to appear and will appear in the news. It also makes it easier for the reporter or editor to pull language from the release. If you’re wondering what AP Style looks like, here are a few examples.
 
•    Memphis, Tenn. not Memphis, TN.
•    John Smith, chief executive officer of ABC Company not John Smith, Chief Executive Officer of ABC Company (unless the title must precede the name, like, Mayor A C Wharton)
•    4 p.m. not 4 PM, noon not 12 p.m.
•    “More than” not “over”
•    The New York Times not “The New York Times”
 
Beyond AP Style rules, there are other AP guidelines we follow, as well. In news releases,

we avoid fluffy sensational language because it hurts credibility. Saying that your new service is “the absolute best service and the only one you will ever need” is an opinion and is meant for paid advertising (although we wouldn’t recommend saying that in an ad either). We also try our best to be concise. That goes back to helping out the reporter. It’s important to be straightforward and avoid flowery language. Jargon, language that applies only to certain professions and industries, is also an issue. When it’s absolutely necessary to include jargon in a news release, it must be explained. However, who wants to read a news release full of explanations? We coach our clients on how to cut out jargon during interviews. 
 
We understand that many businesses have brand guidelines and writing style preferences, and that’s OK for internal use. However, it’s simply not appropriate for the news. While we will always stick to our clients’ brand guidelines, it’s not incorrect to change something to AP Style. Journalists who read properly written news releases, or pitches, will be more likely to respond, and that’s how Obsidian gets great news coverage for our clients!

Ways to kick off your blogger outreach campaign with success

Tiffany Cunningham

In the past five to 10 years, blogs and blogging have become an important part of our online and news culture. 

Side note: If you haven’t heard of a blog or haven’t read one, then there must be limited access to the Internet in your area or you prefer traditional methods of communication (which are great, too!). 

That being said, practically everyone reads blogs now, whether they’ve glimpsed at a few, follow five or 50 or have created their own blog – the term and action of blogging is very known and used in our culture. 

Blogs are now streamlining as one of the most effective ways to get your company or

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product recognized among millions of readers around the world. It’s mind-boggling to think that in 1999 there were only 23 blogs on the Internet, according to a list compiled by Jesse James Garrett. In 2012, there were an estimated 31 million bloggers in the U.S., and it’s now become a very successful profession for many people. 

Despite it being one of the oldest forms of social media, connecting with influential bloggers is still a key element of generating interest for your client’s campaign. It sounds easy to build a connection with bloggers, but they have their own set of standards and some don’t like to be contacted by outside sources. It takes a little time and research to find out how to best approach getting your story to the blogger without having an “X” marked on your email address for the rest of eternity by the blogger. 

Here are a few helpful tips for engaging bloggers in your campaigns: 

1. Even though you may not be in college anymore, you still have to do your homework: Bloggers will make sure to write you back a lovely email about how your product or news story is unrelated to their interests they’ve posted on their blogs. So, build a list of blogger prospects, even make side notes about what they’ve covered. It very time-consuming, but worth the investment when you have the perfect story to pitch. 
2. Tailor your content: You may have a great story, but make sure it correlates with their personal interests. Sometimes, there will be no obvious link to your campaign or strategy, but if you genuinely think they look like a good match just say so, it will come across genuine in your email. Bloggers are normal people and appreciate honesty. Even if they let you know they’ve passed on posting it, you at least gave them a compliment and allowed for more growth in getting to know what they like to write about. 
3. Be part of the “blogosphere”: Not only should you follow that blogger and see what they write about, but show your personality when you email or speak with them. Also, even if you don’t know what to blog about yet, create your own blog and see what its like to create your own ideas and see how many people you can reach with your posts. It’s OK if you know blogging isn’t your thing, but be supportive of those that you want writing about your stories you’ve shared. 
4. Be interesting: Back to showing your personality – give bloggers ideas that inspire them to create their own new ideas and run with what you send them. That’s one of the main reasons bloggers get sent free samples. They’re intrigued to write about their own experiences and once they use their five senses with a product, they are more compelled to write about it and usually produce interesting thought-provoking content. 
5. Keep trying: You may not get a blogger’s attention easily. Some have their own rules about being paid before they’ll write about a product or service and others simply just want their own content to be read without outside influencers giving them information. The good thing is though, like I said above, there are more than 30 million bloggers in America alone. So, get back out there and start searching – you’ll find the perfect blogger eventually! 

Extra! Extra! Read All About It

Thomas Whitehead

A while back, I was having a chat with a reporter buddy of mine, and he started a conversation about the public relations industry and PR professionals he works with on a regular basis. He said it is frustrating the number of times he receives pitches about stories he has already covered and how they were unaware of what he has written.
 
I just looked at him and said I was not surprised. If you are a PR professional and you have read this far into this blog entry, let’s have a quick show of hands. How many of you honestly read the print version of your daily newspapers and regional publications including free weeklies and business journals? And be honest – don’t just include the times you read a story where your client has been mentioned.
 

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I understand the convenience of getting your news, even from a newspaper, online and tablet. But, quite honestly, there is a strong value and responsibility to our clients to be fully aware of EVERYTHING that a paper has to offer. A large percentage of the populace, especially older readers and those with disposable income, still read the print edition.
 
To me, it is a PR professional’s best friend for several reasons:

• Placement. You have an awareness of where various stories are placed, getting an idea of their importance and value to both the editorial team of the publication, as well as the community it serves.
• Awareness of all reporters. In addition to being up-to-date with what various reporters are writing about, you can also get an idea of new reporters, changes in beat coverage, as well as awareness of whose stories happen to make the front page in a given week.
• Conversation fodder. If there is a story you thoroughly enjoyed, AND it didn’t include your client, it lets reporters know you read their stories and can give them true appreciation for their craft. Too often, we only see praise of reporters when they write about clients. How many times have you seen an agency or PR professional tweet out something like this, “GREAT article by Blah Blah about The Great Thing My Client Is Doing!” Where is the sincerity in that? What makes the article great? That it was about your client?
• Awareness of industries and competitors. By reading everything a paper has to offer, you are putting yourself in a position to obtain more knowledge about various industries and companies that you might one day work with in the future. That keen awareness of their news can sometimes make or break their impression of you if you know your facts about them.
• Connections. You become aware of movers and shakers in a community and can recognize their name more often.
• Advertising. You also have an idea of which companies have aggressive advertising budgets for print. They could be looking to complement those efforts with PR campaigns, as well.

I understand what many people might be thinking about -- how this is possible online. But it is more difficult to see the entire placement, as well as the flow that only a print edition so uniquely offers.
 
I am surprised more PR professionals don’t read the paper more. My love of telling stories was my inspiration for a PR career in the first place.
 
Now, when I speak to college students studying communications, I am shocked when I ask about who reads the paper. Virtually, no one does. I feel as PR professionals, we have an obligation to be aware of our media – print, online, television, radio and other outlets.

It’s not what you say, but how you say it.

Kelli Eason

If you’ve ever spent any significant amount of time around a PR person, journalist or anyone else who writes for the media, you may have heard of AP style. It stands for “Associated Press” style, and it’s meant to guide media writers through some of the more tricky writing rules, from hyphens to state abbreviations.

AP style also addresses how to say some things. One example I remember from college is that “firefighter” is the preferred term, not “fireman.” This is because someone fighting fires may be a woman.

www.apstylebook.com

A while back, the AP stylebook online emailed a few updates it was making in 2013. The updates were not exactly light reading – one related to illegal immigration, and another specified when to use homicide so as not to accuse a suspect of murder before he or she has been convicted. While no one gets excited about these topics, they’re often necessary in our world. That got me thinking about the importance of how you say something in everyday life and how it can shape perception of your brand or your personality.

The change to the “illegal immigration” entry was to drop the word “illegal” when describing a person. The rationale is that an action can be illegal, but a person is not illegal. This entry, along with the homicide entry, focuses almost exclusively on the how. How does the word “murder” sound when used in a story about a suspect who has not yet been convicted? (It makes him/her sound guilty.) How does the word “illegal” sound when describing a person? (Not good. The person committed an illegal act, but he or she is not inherently illegal.) 

The principle is not exclusive to this AP style change. We discuss it all the time at Obsidian. Sometimes companies have the unfortunate task of breaking bad news, and sometimes the nature of a brand’s competitive landscape calls for an adjustment in their language or presentation. You’ve probably heard of a “compliment sandwich.” Basically, it’s a faulty idea that if you start and end with a compliment, you can throw the bad news in the middle, and it’s possible no one will notice. Paula Abdul used to do it all the time on American Idol. She would start by telling the contestant how wonderful he or she looked, then follow up with a negative review of the performance. It never worked.

Be honest about things. Don’t try to hide the negative, just look for a better how. You might be surprised about how the reactions change.