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Being Politically Correct in the Workplace

Sarah Burgess

Merriam-Webster defines ­being politically correct as “agreeing with the idea that people should be careful to not use language or behave in a way that could offend a particular group of people.” But political correctness means more than just watching what you say and do. In an article by Kate Lorenz of CareerBuilder.com, it also means learning about others and respecting the differences that make each of us unique. This comes into play even more when co-workers are unsure of what to say or how to act after certain political or cultural events, such as all of the recent news about racism, justice and equality. 

So, how exactly do you remain politically correct at work? Here are a few tips to help you get started:

• Self assessment – Take a deep internal look at yourself and try to think about any conscious or unconscious prejudices you may have, whether it’s a stereotype, negative feelings toward an individual or group, etc. Making yourself aware of such negative feelings can help you adjust your attitude and behavior appropriately. Like you’ve always heard, admitting it is the first step.
• External assessment – Once you’ve figured out some of your own prejudices, take some time to do research about what other forms of prejudice are popping up in the news frequently. Open your eyes to other topics and issues that might be offensive to your employer or co-workers. Your research might even lead you to beating your biases, as education in itself can often help people overcome prejudices.
• Practice makes perfect – Now comes the hard part – putting all of your hard work into action. It usually takes about three weeks to form a habit, so make sure you’re constantly practicing and being mindful of your political correctness. Some things to avoid: politically incorrect language, thoughts and actions; exclusionary, gender-specific language; explicitly religious terms; and expressions that devalue people with physical or mental disabilities.
• Not-so-golden rule – We’ve always heard the Golden Rule – do unto others as you would have them do unto you. However, when it comes to matters of political correctness, this might not always apply. Remember that in heated situations, what doesn’t offend you might entirely offend a co-worker due to their race, religion or background. You never know if what you say could end up repeated. Social media makes word-of-mouth travel even faster (and you never know who is filming you). 

It may seem like being politically correct in the workplace isn’t worth it, but studies have shown that political correctness at work can help inspire new creativity among a work team. So, to boost your workplace’s innovation, be respectful of those you work with and avoid uncomfortable and even job-threatening situations by putting these steps into practice every day.

Any tips we didn’t mention? List them in the comments below!

Do What Makes You Happy – Fun Things to Do in Memphis this Fall

Lauren Hannaford

I’ve adopted a motto – “do what makes you happy.” This revelation came to me one day after popping the top on a Sweet Leaf Peach Iced Tea, which includes a quirky or inspirational message under each bottle cap. I’ve kept this bottle cap and frequently flip it between my fingers as I sit and think at my desk. It’s a nice reminder to take a step back, relax and do something that makes you happy. It’s a necessary thing to do so that the stress of work and life doesn’t completely engulf you.

Photo courtesy to Flickr user Bing

With that said, as culture ambassador, one of my favorite things to do is plan fun activities for our team. That may be a spending a couple hours out of the office to do something fun like go bowling at Bass Pro, volunteering at a wonderful local organization, having a potluck lunch or winding down the day with a happy hour. These are all things that fit my motto!

And, with fall being one of my favorite seasons, I’ve been looking forward to some of my favorite autumn Memphis events as well as some I’ve never attended! If you’re looking for a “do what makes you happy” outing, check these out:

• 30 Days of Opera by Opera Memphis – Sept. 1-30
• Memphis Renaissance and Harlem with Memphis Symphony Orchestra and New Ballet Ensemble – Sept. 19
• Cooper Young Festival – Sept. 19
• Urban Barn Market at the Woodruff-Fontaine House Museum – Oct. 2-4
• 2^nd Annual Memphis Outdoor Festival at Shelby Farms Park – Oct. 17
• River Arts Fest on South Main – Oct. 23-25
• Le Bonheur Zoo Boo at the Memphis Zoo – Oct. 16-18, 23-25 & 30-31
• Indie Memphis Film Festival – Oct. 30-Nov. 2 

Let's Play 20 Questions

Ali Glemser

It’s cliché, but it’s true: the beginning of new client relationship is a crucial time period. For PR professionals, it’s a time when we work fast and furiously to absorb as much information as possible while simultaneously creating a written plan for success. (And, yes, that should be a written plan for reasons I will touch on later.)

While this honeymoon time may be second nature for seasoned communications professionals, I know it was a learning process for me when I first started at our agency. That being said, for those who haven’t gone through the onboarding process many times, or at all, I like to think of it as a time to answer all the basic who, what, when, where, why and how questions. See my explanations below for why these questions are key to building a client relationship that benefits both partners.

Who

Who will be the main point of contact? 

• You need to know who you are emailing, calling, texting or Skyping regularly. Sometimes, this person is not the one who engaged your firm or agency, so you need to clarify roles up front. 

If there are multiple departments in the business, who oversees which parts?

• You may routinely communicate with someone at the administrative level of the client’s business, but you also need to know who can answer your questions about sales, customer service or scheduling in case that key contact is unavailable.

Who has to give final approval before something is considered complete?

• This is almost self-explanatory. It needs to be established who has the final sign-off on materials that go to media or other stakeholders before last-minute deadlines arise and everyone is scrambling.

Who is the public-facing spokesperson?

• This is not only important for planned media or speaking opportunities, but also in the event of a crisis.

What

What is the background of the client’s company?

• This includes company history, past sales figures, personnel changes, property relocations, expansion efforts, mergers, acquisitions, etc. Basically, what business moves got the company to where it is today?

What does the client consider its unique differentiators compared to its competitors?

• These will be key to building or streamlining foundational messaging. The client should be able to easily identify these. If they cannot, that should be an immediate priority for your team to help them with.

What tough questions does the client have trouble answering for stakeholders?

• This absolutely must be addressed up front. Knowing answers to these tough questions can help you create talking points for the client and be aware of situations that could become potential crises for them. It is in both parties’ best interest to discuss this.

When

When will you routinely meet or touch base?

• Establishing a schedule up front is the best way to begin and maintain consistent communication.

When will you provide updates of your work and successes, i.e. monthly, quarterly, annually?

• This is not to add another chore to your list; instead, it helps track your progress and prove your value to the client. Clients have different preferences, so establishing that expectation in the beginning is best.

Where

Where are each of your businesses located? 

• While you may only ever communicate digitally, it is important for you to know where your client is physically located and vice versa. You may have to direct media to there one day or run by the building yourself. 

Where does the client define its territory, i.e. local, regional, national or international?

• This helps to identify target audiences, including types of relevant media.

Why

Why are you working together?

• In other words, what are you trying to achieve from your relationship together? It is best to ask what the client’s ultimate goals are and to determine how your communications expertise supports those.

How

How do you and the client measure success the same?

• This should be quantifiable, whether it’s increased sales numbers or greater awareness of the brand.

Conversely, how might you measure it differently?

• This is a time to temper expectations and define what is reasonable based upon what the client is trying to achieve. While the client may want to appear in the local business publication once a month, you may have to explain that reporters don’t feature a single business that often. Therefore, four times a year in that same publication is a more realistic expectation and would still apply to their goal of increased media coverage.

How will you achieve this success?

• Now, this is where you create your written plan of attack. Based upon the knowledge you gained from the questions above, in addition to other probing questions, you should be able to formulate a written plan that touches on client goals in a timeline format. Also, I stress that it should be written in order to present it to the client to discuss, tweak and refer back to if circumstances change for any reason.

As I stated above, there will most likely be more probing questions that come after you ask these standard ones, but these should cover the basics. There is a lot to digest in the beginning of a client relationship, so don’t fret if it seems chaotic at times. However, collecting as much information as possible in the beginning will help it level out quickly and get you on the path to working toward communication success together.

7 steps for ribbon-cutting event a success

Sarah Lichterman

I’ve had the pleasure of working with many businesses to plan and execute their grand openings. There are many facets of PR strategy when it comes to opening a business, but my favorite is the official grand opening ribbon-cutting ceremony. This is one of the most important and memorable days for a business, so here are seven steps for planning a successful ribbon-cutting event.

Step 1: Ask questions. Who? What? When? Where? How?

• Who has final say on decisions? It is vital to know this answer from the beginning in order to save time and spare yourself from unnecessary debates.
• What is the budget? A ribbon-cutting event can be executed well with little to no costs outside of professional fees, staff and product; however, some clients may want to roll out the red carpet. Knowing what your client has in mind from the beginning is the key to meeting (and managing) their expectations.
• When is the target opening date? Always keep in mind that this date is flexible and likely to change, especially if construction is involved. Also, find out if your client is planning on having a soft opening or wants to hold the ribbon-cutting ceremony on the official first day of business.
• Where are you located? I’m not just asking for the address! You will also want to ask about the part of town or shopping center. Is it in a historic building? A brand new center? A remote area of town? Research to find out if other businesses are opening in the same area so you can consider that when determining the opening date. If the building is run by a management group try working with them in conjunction with opening details.
• How do you envision the event? Ask your client what their goals are for the ribbon-cutting event. Is it geared toward thanking staff and suppliers or an opportunity to impress customers and prospects? Do they want to tie-in a community relations/charity component? 

Step 2: Contact the local Chamber of Commerce. If your client is not a member, recommend that they become one. Besides the Chamber promoting and participating in the ribbon-cutting ceremony, members receive benefits throughout the year. Once a target date is set, notify the Chamber regarding availability on that date. (Set a couple of back-up dates in case the opening is delayed due to construction, etc.)

Step 3: Make a comprehensive timeline for planning. This will include everything from the invitations and decorations to announcing the opening date and internal planning meetings.

Step 4: Delegate responsibilities. Once the planning timeline is complete, review with the client and designate who is responsible for which tasks. Also, set up regular check-ins with your client to ensure everything is on track.

Step 5: Create a day-of-event schedule and checklist. This is crucial to making sure everyone is on the same page. (And, trust me, it will be a very hectic day!) I suggest using a spreadsheet to mark the time, person responsible and details for each task. Be very specific and include tasks for before, after and during the event like arrival and set up times, facility tours, speeches and time of the ribbon-cutting. The checklist should include items like vendors, decorations, ribbon-cutting needs (ribbon and scissors are a must!), camera, etc.

Step 6: Execute then evaluate. After the event, regroup with your internal team and client for feedback. Whether positive or negative, this is valuable information to have for future grand opening events.

Planning a grand opening ribbon-cutting event takes time, organization and cooperation. The most valuable advice I can share is to be in constant communication with everyone working on the event. It’s key to remember that your client is not just planning for this event, but also dealing with operations duties such as construction, staffing and supplies. Being in touch with them often will not only keep tasks on track, but also will show that you have this handled.

Have any questions? Just comment below!

Facebook isn’t for everyone

Kelli Brignac

I have a confession. After work and on weekends, I avoid Facebook. It seems strange for someone who seems to live social media for several clients, but that’s actually the primary reason I avoid it. I’m on Facebook all day long. I’ve got 10 business pages to check on. So, while I see a lot of what gets posted on the platform, I rarely post things to my own wall (much to my family’s chagrin, as my mom and sister decided to out my pregnancy on Mother’s Day after I hadn’t posted it myself).

Needless to say, I have come to value face-to-face interaction more than I did before. When my sister asked why I hadn’t told the Facebook world I was expecting, I told her that it’s so much cooler to tell people in person.

But how does all this affect a brand? We know Facebook has changed significantly since it started, but is it still a must-have platform for everyone? My guess is it’s not. So, here are a few lessons I’ve learned from the hours I spend on the platform weekly.

It’s not free advertising.

When Facebook first started, “early adopter” brands created their own profiles to get in front of users. It didn’t take long for Facebook to create what we now know as the fan page (or business page). At first, brand reach was outstanding! As long as a person liked the page and was on Facebook to see the update, it was delivered to his/her newsfeed. Facebook needed brand content to diversify its platform.

After several years, it seems every business has its own page. Now, it’s a fight for reach. Facebook has continually decreased organic reach for brand posts to as low as 1 percent of the audience. They say it’s because they deliver what users want to see, but conveniently enough, you can still get all the reach you want – if you’re willing to pay for it. Does organic reach still exist? Yes. Is it a foolproof way to save money or get some free buzz? Not anymore.

It’s saturated.

Sometimes, I literally facepalm when I see businesses asking for likes on their page. I drove by a mini-storage place the other day and their readerboard said, “Like us on Facebook.” And all I could think was “Why would I ever do that?” For the purpose of this blog, I looked it up and – get this – THEY DON’T EVEN HAVE A PAGE. They have one created by a user with a single one-star review, no photo and no posts.

Not everyone needs to be on Facebook. First, if your demographic isn’t using the platform, it’s a waste of your time. We know users younger than 18 are a small (and shrinking) portion of Facebook’s user base. So if you want to market to them, consider Instagram instead.

Manage your expectations.

While it’s safe to say your posts won’t reach the majority of your fans unless you boost them, there may still be a place for your content on Facebook. For example, I like a local women’s boutique, but their posts almost never show up in my newsfeed. However, if I’m in the market for a new dress, I will go to their page and check out their latest inventory photos before I go into the store. So their content, while not delivered, is serving its purpose. The same goes for my Crossfit gym. Their content is never delivered to me, but I frequently visit their page to check on event information or daily workouts.

If you create content for the purpose of people who want to see it, you’ll be in good shape. On the other hand, if all your content is gimmicky (i.e. like us to get a discount this month), you’re unlikely to attract high-quality fans, retain them or actually convert them into long-term customers.

At the end of all this, the lesson is to know your audience, understand your own expectations for your social content and, if you choose to spend, spend wisely.

5 ways to stand out as a PR intern

Murray Lace

Intern: In·tern, noun. An advanced student or graduate usually in a professional field gaining supervised, practical experience.

Fresh out of college, public relations degree under your belt, headed off to your dream j… internship? Today, it’s the norm in this industry to spend your first post-graduate year as an intern, learning the ins and outs of the PR world. An internship is a way to learn more about your area of study than you ever did in college and even more about yourself.

Here are a five sure-fire ways to maximize your internship experience and impress future employers along the way:

Ooze confidence

Being shy never gets anyone anywhere. If you go into a meeting and act like you’re scared to death, the client is likely to be scared to death about your assisting on his or her account. Sure, your input is likely not needed during the business portion of the meeting, but hold your own on the front end. Walk in there with your head held high and offer a “Hi, I’m Susie. It is so nice to meet you!”

 

Photo Courtesy to Nasser Almulhim

Be attentive

It’s no secret that Generation Y is technology obsessed. We often spend more time on our phones than we do communicating face-to-face. If you’re at work, put it away. Is your boss checking hers during a meeting? Probably. She runs a business, and the likelihood of the head honcho needing to be reached for an emergency is much higher than it is for you. You can wait.

Proofread

Chances are, you will be doing a lot of writing—blogs, social media, pitches, press releases. You name it, you’re writing it, and with that comes great responsibility. Before you turn over an assignment to a superior, proofread. Then, proofread again. Put it away for a while if possible and read it a third time.

Do your homework

Thought those days were over? Think again. Doing your homework before your public relations journey starts should be top priority. Being able to spout off client information during your interview to get the position and during your first interactions with colleagues will show them how much you value the opportunity you have been given.

Initiative and guidance

At times, your duties as an intern can fall into a grey area. Have you done too much? Have you done too little? It’s very important to balance taking initiative on projects and taking guidance from your superiors. You want to impress them by incorporating some of your own ideas, but be sure to include their ideas as well, if they have given you any. 

The first year of post-graduate life is all about change, and change can be scary. Take these tips with you into your first “real-world” workplace to help make the transition a smooth one!

Hopes and Dreams for the Future – What Are Yours and Do They Matter to Your Employer?

Kerri Guyton

At the beginning of each year, our team gathers back together after a two-week leave for the holidays – one of the many coveted perks of working at Obsidian – and one of our first orders of business internally is to think through and turn in our Hopes & Dreams document for the new year. This document contains our personal list of professional goals we hope to achieve this year, as well as things we hope and dream for Obsidian as a firm.

While these are focused solely on the professional side of my life, taking the time to think about what I’m hoping for and dreaming about for my career always encourages me to do the same for my personal life. I believe that being hope-filled and believing in endless possibilities for the future are essential for a happy life, and I’m thrilled that this type of thinking is a requirement of my job here.

Why, you might ask, am I writing about my hopes and dreams for the new year in August? Well, that’s because we all just recently received an email from our leader, Courtney, with a reminder to revisit our Hopes & Dreams document to see how we are charting success so far this year. What a great idea! Don’t just dream about it, chart a path toward achieving it!

Photo Courtesy to Flickr User Nicole Pierce

Not many employers require you to sit down and think about what you hope for the new year – some may be scared to ask, as it might include a new job – but even fewer employers are going to care enough to check in with you to see if you are on the right path to fulfilling your dreams. But, you really don’t need anyone else to tell you to do something like this or remind you to chart progress. You can do it on your own – and you don’t have to wait until Jan. 1 to get started.

It is important, however, to set a timeframe for your hopes and dreams so that you are motivated to do something about them and have the opportunity to look back at various points along your given timeline to see how far you’ve come.

And, if you want accountability, gather some of your co-workers together and get them on board to come up with their own hopes and dreams. Then, make plans to get back together midway through the projected timeframe to see how things are progressing for everyone. It could foster an environment of encouragement and investment in each other. It could be really awesome – maybe even as awesome as our environment at Obsidian! #maybe

Have We Over-branded Branding?

Daniel Wade

Whether we admit it or not, we’re attracted to good branding. Done well, it can set you apart in an increasingly competitive market and set the stage for life-long, loyal customers. But have we over-branded branding?

I spent a month in Texas recently and had to look no further than Shell, Dairy Queen and Whataburger for some great examples down there. Buc-ee’s, in particular, is a new phenomena for me – a monstrosity of a gas station/convenience store whose reputation for clean restrooms on the highway seems to command a following behind their brand promises of “clean, friendly and in stock" and a smiling beaver plastered across everything you could think of.

Heard of Dollar Shave Club? The founders said if Netflix could do movies, why can’t we do subscription-based razors? (I’m sure their business plan was more complex than this.) One well-done video gone viral, an endorsement from renowned marketer Seth Godin and – one website crash later – you’ve got a successful company with a snarky brand that screams anti-corporation and majorly identifies with 18-24 year olds. The best part? It’s making traditional razor-maker Gillette shiver in its boots.

Photo Courtesy to Flickr User jrtce1

Pick the first example of good branding that comes to mind. What resonates with you? More importantly, why do you feel the way you do about this established brand? There’s a balance that exists between these giants of great branding and the loyal customers we all desire. Award-winning logos and sleek collateral packages don’t ensure follow-through on the “brand promise” and don’t always keep the customers coming back for decades. While tempting to only focus on the visual branding elements, here are some quick reminders for businesses to ensure this isn’t the only focus

• Make your walk match your talk. You and your employees serve as ambassadors for your business and industry, whether you like it or not. If a customer’s experience doesn’t match what they were sold in your branding, word travels fast.
• Elevate customer service. According to Peter Shankman,“To be thought of as ‘good,’ we just need to treat our customers one level above the normal expectation of crap. That's it. Anything we do that goes above and beyond ‘one level above crap,’ is so rare, and so unexpected, that if you do that, you can rule the world.”
• Reach target audiences in areas that impact them. Be genuine, be credible and be relevant in all areas. Find where your audience sees the most value and pursue it.

Public relations is like the elevator button. When you want to go upstairs, you go to the elevator and push the button, and when it dings, you turn and walk in it. Very Pavlov. Through a myriad of branding efforts, businesses strive to get the point where their name is top-of-mind. When the phrase, “I need to _____, so I’d better call ________,” arises, public relations works to accomplish this. Try not following through on your brand promise and you’ll see the other side of public relations working against you.

5 things to enhance your intern’s experience

Kerri Holliday

When I started my internship, there was a great deal of information to take in at one time. This can be extremely stressful, not only to the interns but also to the people who work with them. It takes time to fully explain procedures and then to repeat that same information again because the intern didn’t grasp it the first time can be time consuming.

Like all internships, the main purpose is for the intern to learn and grasp a full understanding of what it actually means to be in that career field. But, not all programs provide the type of learning environment that makes the student feel comfort while there. The last thing a student or a company wants to do is waste a large amount of time because of situations like this in the workplace.

To most students, taking on an internship for the first time can be intimidating. Even though all of the people I work with during my internship are professionals in their own right, it felt annoying to interrupt them with repetitive questions (even though this was not the case). The only silly question is the one you don’t ask; words to live by. So, here are five tips to help your intern feel at ease during their experience with your company:

1. Provide a handbook. On first day of my internship, there were so many things to remember. Even though I was sent a handout via email informing me about a few things that were required, it never actually explained how or when I should perform all of the tasks. But, the previous interns left notes explaining how certain things worked around the office and everything was explained as we went along. A detailed handbook keeps others in the office from spending a lot of time explaining daily tasks. It makes for a great reference book for the intern to refer back to.

Photo Courtesy to Flickr User FTTUB

2. Create a communication platform. During my internship, I learned the importance of communication, especially when it came to completing assignments. Since we live in a world where almost everything is done on a computer, emails were the best way for us to stay in constant communication. They provide us a comfortable avenue of communication to talk about any topic, whether it’s job related or just a friendly conversation.

3. Assign an intern manager. Having someone with whom an intern can become familiar can diffuse some office tensions, which could be lingering between the intern and the office setting. During my one-on-one sessions with my intern manager, I had the chance to talk about upcoming assignments, get insight on work on completed assignments, and speak about what areas needed improvement.

4. Assign interns an actual company project. The best way for a program to work is to allow the intern an opportunity to showcase training by assigning real projects with real deadlines. It’s one thing to watch an assignment being done, but hands-on experience - from start to finish - offers a wealth of information for the intern. Most entry-level internship programs don’t give students real assignments, but during my internship at Obsidian, I was given real work to do. That gave me a chance to apply all the skills I learned from my PR classes.  

5. Encourage team involvement. Assigning projects to interns makes them feel like they are part of the company, not just an someone who is there to make coffee runs for the office. As an intern, I felt empowered when others on the team asked for my help with assignments or asked for my input. It gave me the opportunity to not only learn even more about how the company ran, but also how each individual played an essential role within the company.

Make the most of your sleep

Sarah Burgess

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

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

Got any sleep tips of your own? Leave them in the comments below!

The Most Important Thing to Remember in an Interview

Lauren Hannaford

We work every day to brainstorm, develop and pitch story ideas to media outlets for nearly all of our clients. It’s a valued PR tactic that benefits clients tremendously when executed properly. We also conduct media training for clients to prepare them for interviews when needed. 

One of the biggest reminders we offer to our clients in preparation for interviews – besides never responding with “no comment” – is to always stay on topic. This can be especially difficult during broadcast interviews, but I like to remind clients to always try to bring it back to their key message if the interview goes off track. This can be accomplished if you come prepared with your memorized message, or as some like to call it, your SOCO – single overriding communication objective. 

Your SOCO is the No. 1 key message you want to drive home with your audience through the media. In some interviews, this may be accomplished easily if it’s a simple message for your audience to grasp and remember. If it’s a little more complicated, you may have to expand on your key message with additional supporting details.

Photo Courtesy to Flickr User Eelco

Why is this important? Because sometimes, it feels like interviews are over before you can blink an eye. If you don’t get to your SOCO quickly, you may miss the boat entirely. While the end result may not be a bad story overall, it could lead to one that does nothing much for your communication goal. 

So, before your next media interview, take time to define your key message and create your SOCO. Here’s a short guide:

1. Define your key message in one brief statement.
2. Outline key facts. What are the top three things your audience needs to hear to support your SOCO?
3. Identify your audience and speak to them. 
4. Practice staying on message.

8 Tips for Writing the Perfect Professional Email

Chelsey Ross

Due to the world of technology we live in, a simple email to colleagues and professional connections is sometimes the easiest way to respond. But crafting the perfect professional email isn’t the easiest thing to do. Here are some tips on what to do and not to do when using your email during work hours:

• Do not use ‘textspeak.’ The influence of social media and texting should not infiltrate your professional emails. While LOL (laugh out loud) and BRB (be right back) are fine for friends and family, those abbreviations can portray you as unprofessional and uneducated to the recipient of your email. Make sure you are spelling out every word and speaking in a professional tone to your colleagues, the media and clients to avoid these stigmas.
• Proofread. Nothing is worse than rereading an email you just sent and realizing you have misspellings and misuse of words or have addressed someone with the wrong name. Proofreading not only looks for grammatical mistakes, it also makes sure your context is correct, and that your email is concise and complete.
• Be prompt in your replies. Some emails are more important than others, and that’s OK. However, being prompt in response, especially to urgent emails, will not only help you look more professional, it will also make communication a lot easier. Typically, a 24-hour response window is acceptable for a response. If you can’t respond in that timeframe, acknowledge the email and let the person know you will get back to them shortly.
• Create an email of acceptable length. Too short of an email comes across blunt and rude, while too long of an email will get closed before the entirety is read. The average length of a good, professional email is about five sentences. If you need to say more, either add an attachment or schedule a meeting or phone call to give more detail.
• Your signature should give your contact information. Your email and phone number are important parts of an email signature. It encourages people to respond and to follow up if they have further questions or suggestions about the subject matter.
  
• Make your subject lines purposeful. Don’t make your recipients question what is inside the email. One-word subject lines are not sufficient; no subject line is even worse. A sentence subject line can be a better indicator to the receiver of what’s inside and if it is urgent or can be read later in the day.
• Put your main message in the first sentence. Don’t make the person you are emailing read a novel. Make the length of your email short and concise with the most important point at the beginning. Follow it up with a few details about the subject and a prompt to call to action.
• Have a purpose to your email. Don’t send pointless messages. It’s easy to send one-word responses, like yes and no, to emails containing a simple question. Rather than just sending that one-word, elaborate on the point and show you are thinking about the subject matter. 

4 Ways to Combat Sensationalism in the Media

Crissy Lintner

Being in the PR industry gives me a front-row view of one major challenge for businesses and individuals alike: reckless and sensational journalism.  

I’m not the first to bring up this point. In fact, many in our industry and the news media themselves have brought up this issue on numerous occasions. Sensationalism, folks, is rampant in our media landscape. Biased reporting is commonplace. Incorrect facts are frequent (followed by apologies and retractions that may or may not reach the original audience who first heard the news). Specifically, you don’t have to look much farther than the 24-hour TV news networks to see the ridiculous and reckless nature that is our news media. Why? I’ll tell you.

The majority of journalists – on networks like CNN, NBC, FOX News, etc. – are less interested in facts being correct than being the first with the news or enhancing their own image. Gone are the days of carefully fact-checking sources before going on air. The filter does not exist – questionable news is suddenly always “news.” Reporters turn a little smoke into a five-alarm blaze in a matter of hours – for fear of missing out on the big story. Too often, journalists are more interested in getting the scoop than getting the right scoop. But, the damage is already done by that point, regardless of which facts eventually come out. And some are OK with that (ahem… FOX News).

So, what are we to do as PR professionals to combat sensational journalism? 

• Be aware. Constantly be aware of what is happening in the media and monitor all coverage related to your clients (which we already do, right?). Whether local or national (yes, the problem does exist in local newscasts), you need to know what is happening that could affect or may involve your clients.
• Respond. If a client becomes part of one of these sensational stories, respond! Whether “guilty” or not (i.e. what the media says is true or false), you do need to have a response that tells your client’s side. “No comment” is the worst policy.
• Educate.Inform reporters who get it wrong, and make sure a retraction is offered as soon as possible. Then, educate reporters so they have a better understanding about why something is the way it is or so they can get it right next time.
• Repeat. Social media allows news to spread like wildfire – especially news that is controversial or divisive. This means that the original message – correct or incorrect – is alive and well beyond a live broadcast or that original blog post. Combat misinformation through consistent communication that offers the real story until the tide changes back to your client’s favor – or until the next media storm hits.