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

Are we providing value?

Kerri Guyton

There is so much that we can do for our clients. We provide a variety of services from strategic communication counsel and planning, media relations and crisis management to social media strategy and implementation, content creation and advertising/marketing counsel. And, which services we provide depends on the specific needs of the client. However, when we are contracted under a limited retainer, we must focus on the services that provide the most value. That value not only varies by client, but it can sometimes be challenging to figure out, and every once in a while, impossible to provide.

What Clients Want vs. What They Value

We’ve learned that sometimes what clients want and what they value are two different things. Some clients think they want us to take on their social media efforts when in the big scheme of things, social media doesn’t have an impact on the company’s sales or growth goals. It’s just something they feel like they “have to do,” so it actually provides little value to them. Our time could be better spent creating a strategic communication plan focused on increasing awareness of the company in targeted markets or with specific audiences.

We mostly learn about what the client values by listening and asking the right questions. A seemingly random comment in casual conversation can sometimes be the golden nugget that tells us more about the client’s vision than anything he or she actually says in a business meeting. Once we identify those “nuggets,” we can focus our efforts on producing results in those specific areas. That’s when we provide real value.

The Time Crunch

No matter how much you try to cram into a day, you will never have more than 24 hours. Similarly, in the world of retainer contracts, there is only so much we can accomplish within the agreed upon hours. And while Obsidian is known for sometimes giving more in order to get the job done in the best way possible, our team rosters are booked in a way that doesn’t allow for overage as a norm. Otherwise, other clients suffer and our team doesn’t sleep. So, we have to be focused on the best use of our time within each client retainer.

There may be 30 hours of work per month that can be done to meet the overall goals of the retainer, but if we are contracted for 10 hours, then we must focus on the most impactful one-third of that list each month. Like the new GEICO commercials say, “It’s what you do.”

When the Value Just Doesn’t Add Up

Sometimes, the value that the client is looking for just can’t be provided from our list of services. Often, this is the case for a client looking for an immediate uptick in sales or one who is itching to be in the news without a timely, newsworthy story to tell. We often say that PR is a marathon, not a sprint. So, if a business is failing due to rapidly declining sales and hires us as a “last-ditch effort” to turn sales around over 30 days, that owner most likely will not see value in our efforts. Increased awareness or a change in perceptions about a brand or its product can’t necessarily be done in the first month of the retainer.  And, we know that changing perceptions about something – such as a product that used to be hot and for some reason or another is now not - takes time. So, given the appropriate amount of time to research perception, identify target audiences and craft impactful strategies and tactics, PR can certainly help “turn a company around” – it just most likely won’t happen in 30 days. 

It can be so easy to get caught up in executing all of the things that need to be done on any one account because we know that all of it will make a difference to the client – especially when many of our tactics are things that weren’t being done at all before they hired us. However, we must question whether what we are doing is really providing the greatest value for our clients. If it’s not, then we may not even get the chance to see the fruits of our labor. When budgets get cut, those line items that don’t provide tangible value are the first to go. We always want to make sure that PR is something a company can’t let go of and is valued just as much as a great attorney or accountant.

Do you speak CEO?

Kerri Guyton

Attend any PR industry meeting or conference and you are bound to hear grumbling about how PR doesn’t have “a seat at the table.” Many PR professionals feel like they are only brought into the C-suite conversations when there is a crisis or some other immediate situational need, rather than being a part of the ongoing conversations about the operation, reputation and future plans of the company. At Obsidian, we are fortunate to have a majority of clients who keep a seat nice and warm for us at all times. While some of our client liaisons include marketing or communication department heads, for the most part, we are in direct communication with the company’s CEO.

Through my direct experience in dealing with these super busy – and super influential – individuals, I’ve learned a thing or two about how to best communicate with them…how to speak their language.

Run the Highlight Reel

As much as we Type-A PR personalities love our details and strive to provide the most comprehensive update we possibly can, any CEO wants to hear the highlights: what have we done, what worked, what didn’t and what’s next. Sparing them the long, drawn-out report on all of our efforts and plans shows that we know what matters to the bottom line and respect their time enough to keep it simple.

Talk Numbers to Me

If your highlights don’t provide numbers showing results, you might as well be reciting poetry. Results are what matter most to CEOs. Think: How much did we spend and what response did it attract?

Catch Me If You Can

As I mentioned before, CEOs are super busy people. And, while it can be a fantastic thing to have a direct line of communication to the CEO of a company, don’t bet your bottom dollar that communication with him or her is going to happen whenever you’d like. However, understanding and respecting this is a key to keeping that seat at the table. There’s a fine line between following up and simply bothering someone, so while it’s necessary to keep trying to catch the CEO when there’s an important item that needs immediate approval, some things can wait until your next bi-weekly, sit-down meeting. Most super busy people appreciate when you’ve gone the extra mile to make sure they don’t miss a deadline or opportunity, but if they have to step away from a meeting to respond to something that isn’t all that immediate, it won’t sit well – I promise.

So, practice these steps, and you will be well on your way to speaking CEO.

Three life lessons you will never learn unless you fail epically

Kerri Guyton

Failure is always an option, no matter what the undertaking. Everyone has failed at something at some point in their lives - a failed short-term relationship, a failed job, a failed college class, a failed attempt at a new hobby, etc. On a very basic level, these examples represent an “everyday” sort of failure - one that results in a little sting, a scream of frustration and maybe a few tears. Some of these can set you back a little on a specific path in life, and most people would say that they learn valuable lessons from these types of experiences. However, I would argue that the takeaways from these experiences, while valuable, don’t carry the weight of wisdom and understanding that one gains from an epic failure – a failed 20-plus-year marriage, a failed long-term career, financial ruin, etc. – those knock-the-breath-out-of-you, send-you-back-to-square-one types of failures.

Of course, no one wants to ever experience that type of failure, and most people carry the naïve mentality of “that can never happen to me.” But, those who undergo – and survive – those life-eroding experiences learn truths that simply cannot be understood by others. Here are just three truths that those who experience epic failure can learn.

No. 1: Epic failure is possible.

Failure takes on a whole new meaning when you’ve experienced the epic variety. The reality of heart-crushing defeat replaces the naivety of “it will never happen to me” in a way that will forever alter your approach to life. For once you know that this type of failure is possible, you will do anything you can to avoid it in the future. Future decisions will be made with a deeper wisdom than your “former self” was capable of, and risks may still be taken but with a completely different mindset.

No. 2: Determination, endurance and faith are THE keys to success in life.

Those who have experienced – and overcome – epic failure know that a comeback is possible. But, it takes time – sometimes a really long time. While failure seems to sweep in at the blink of an eye, the journey that follows defeat is long, hard and seemingly impossible at first. In order to execute “the comeback,” it takes a determination to rebuild, the strength to endure the long process, and complete faith that you will succeed. Once you’ve learned these disciplines, you have the keys to thrive for the rest of your life.

No. 3: The comeback story beats out any other success story.

Success is enjoyable on any level, but the sense of accomplishment and deep confidence gained after a comeback is truly unmatched. Honestly, anyone who can simply survive an epic failure and just keep going is someone who deserves a pat on the back. It’s hard to accept a huge defeat, a tragic heartbreak or a major setback. It rips into your confidence, tears up your pride and sucks hope right out of your heart. And, it takes a lot to stand up, dust yourself off and start the climb back up the mountain. But, when you find yourself back at the top – sometimes after years of climbing – the feeling is…well…epic.

I can speak to all of this from experience, even though I would say that I’m still on the climb and therefore not ready to share the details of my comeback story. I’m high enough up the mountain to experience the thrill of overcoming big failures in areas of my life that I didn’t think were possible. And, while my comeback story is still in the making, I’m always happy to use – and share – what I’m learning on this journey because they have certainly been some of the most valuable lessons I’ve ever learned.

Why I would do my job for free

Kerri Guyton

The saying “nothing in this life is free” is not lost on me. My parents used this phrase often, and I have passed along this life lesson to my children on many occasions. I am the bookkeeper in my family, so I watch the money that my husband and I both work hard to bring into our household fly quickly back out to our cost of living. So, the reality is that it really isn’t possible for either one of us to work for free. However, I have always considered the level of enjoyment of any job more important than the salary, and therefore, have asked myself on many occasions, “Would I do this job for free?” And these days, I can honestly say “yes.”

How do I know? Well, I can tell you three key reasons right off the bat:

• I’m good at what I do; I was meant to be in PR.
• I’m thinking about work even when I’m not at work.
• I honestly can’t think of anything else I’d rather do.

One of my key character traits – what most people who know me well would say about me – is that I am determined to be good at whatever it is I’m doing. I want that adjective in front of all of my descriptors – a good wife, a good mom, a good account rep, a good manager. And, if I can’t “get there,” then I don’t put time toward it. I am a pretty good tennis player, so I’ve kept that activity in my playbook (when I have time, which has been a while). However, I was not good at golf, so a few times on a course was all my husband got out of me.

When it comes to my career, though, I have a lot of confidence in my abilities. I’ve got a knack for PR thinking, strategizing and planning. I have a way with words. I love to write. I love to communicate. And, I’m an idea generator by nature – by God’s blessing. I’ve done great things through my career at Obsidian, and the satisfaction of being able to do something I’m good at every day is priceless.

Additionally, it’s that innate nature of analytical thinking, strategizing, planning and idea generation that keeps me “on the job” even when I’m not in the office. I often roll around ideas while driving, doing laundry, cleaning house or sitting by the pool with my kids. And nearly everywhere I go, I soak up influences that I can relate to different PR opportunities – from watching or engaging in human interaction to observing the many communication/marketing messages that are branded all around us. I can’t help it; I’m “on the PR clock” nearly 24/7. I would do it even if I didn’t get paid to.

And finally, I have to admit that there are days that my job seems a little too much, even for me. PR can be a very stressful profession. It’s No. 5 on the Forbes Most Stressful Jobs of 2013, behind enlisted military personnel, military general, firefighter and commercial airline pilot. So, I would be lying if I said that I don’t use the same analytical, solutions-driven thinking to ponder other job options on those long and tiring days. But, I honestly can’t ever think of anything I would rather do.

So, with all that being said, I do love my job enough to do it for free. Should the day ever come when “everything in this life is free,” you’ll still find me working in PR.

Was today “a great sale day”?

Kerri Guyton

Hopefully, you’ve had the pleasure of watching the movie Despicable Me. (If not, I would highly recommend it, and you might as well make it a weekend with Despicable Me 2, also.) If you have seen the first movie, then the title of this blog post may be familiar to you, but just to get us all on the same page, watch this clip.

My goodness! Doesn’t that just break your heart? Mean Miss Hattie obviously doesn’t believe in using encouragement and positive reinforcement to motivate her precious little sales team. It’s too bad, too, because who knows how many mini-mints, choco-swirlies and coco-nutties her team would sell if they were raised up, encouraged and praised for their efforts? To me, 43 mini-mints, 30 choco-swirlies and 18 coco-nutties equal 91 more boxes of cookies sold than the day before. And, hey, if each box costs about the same as a box of Girl Scout cookies, that’s $318.50 in gross sales in one day - by a 9 year old, a 7 year old and a 5 year old! I would call that a great sale day, but that’s just my perspective.

So, what’s your perspective on a great sale day? Or, maybe the question is: what is your supervisor’s perspective on a great sale day? Let’s hope you don’t have a “Mean Miss Hattie” for a supervisor but rather someone who understands the value of motivational leadership and keeping a positive perspective on measuring success, growth and development.

Whenever I have to evaluate anything, from the outcome on a client’s campaign to a team members’ performance, I tend to lean toward the positives first. It’s not that I ignore the negatives, but I even address the negatives with an eye out for the silver linings. If overall attendance for an event was down, I can’t help but dig further into other qualifiers. What was the make-up of those who did attend? Did we attract any new or unexpected audiences? How did those in attendance respond to the event? Did we still hit our fundraising goal? And, when weighing feedback for a team member’s performance review, I am almost always going to balance giving praise and pointing out areas in need of improvement. The point is that in finding the positives, I have reason to give affirmative reinforcement while discussing what can be done better next time.

As you can tell, I’m an optimist. I will always argue that the glass is half-full. In my mind, there’s still more beverage to enjoy! So, it’s natural for me to take this positive perspective on various professional outcomes, and I can always find something to report that shows success, growth and/or development. In other words, I believe that any day can be “a great sale day.” It’s just a matter of how you look at it.

Three PR-Real World Parallels You’ve Probably Never Thought Of

Kerri Guyton

PR is on my brain almost all the time, even when I’m not at work. I think about applying aspects of PR planning to different situations in my personal life (see my post about my holiday family PR plan), and I think about different scenarios and symbols that well-represent good PR principles (see my post about If PR were an animal, it would be a…). In this post, I want to continue my PR-real world parallels with three specific ones related to PR services and everyday items or occurrences. Have you ever thought of these?

Media Relations and Marriage

I’ve been married for 15 years now. I married my college sweetheart during my senior year of college, so we’ve actually been together for 18 years.  I wouldn’t say I’m a marriage expert, but I’ve certainly been analyzing our relationship/marriage – and how to make it work for the benefit of both of us – for nearly two decades. And, while it’s no secret that communication is the key to success in any relationship, knowing how to communicate in a marriage is particularly important, especially when you are married to someone who works a lot and has limited time to communicate with you. I’ve learned that similar rules apply to media relations, as reporters and editors are similarly busy and often lack time for us “PR people.” 

In communicating with my husband, I know that there is a certain way to deliver messages to him. I have to speak his language, use as few words as possible and make sure those words capture his attention in the short time I usually have with him. I also know that there are good and bad times to engage him in conversation, and because he is so busy, most of the time that means only bringing up topics that really matter to him. I take a similar approach to media relations by knowing the best time to contact reporters with a story idea or news item, as well as keeping my pitch clear, concise and targeted to what their audiences will care about.

Additionally, ongoing relationship building is valuable in both marriage and media relations. In either one, it shouldn’t be about what I can get from them but what value I can bring to the relationship so that it’s mutually beneficial.

Crisis Communications and Cutting the Grass

Yes, they are related. Let me show you how. For starters, a well-maintained yard comes from regular upkeep. Keeping the grass at an acceptable level prevents you from being the shame of the neighborhood and the target of homeowner association penalties. Not to mention that when you let too much time go in between trims, it can start getting out of control, resulting in a little more effort and a lot more trimmings to clean up. And, you certainly don’t want to wait until you can no longer see your sidewalks and landscaping, as that may require additional tools and much more time and work on your hands.

Just as you don’t wait to pull out the lawnmower until the grass is out of control, you should never wait until a crisis happens to have a crisis communication plan. Crisis communication planning is ongoing and should deal with the maintenance of processes within a company that could potentially lead to a crisis. A well-prepared crisis communication plan should also ensure that you have the right “tools in the shed” should a crisis occur. If the potential “weeds” within a company are toxic employees, include ongoing training programs in your crisis communications plan and develop an immediate plan of action for appropriate discipline or termination should an employee situation turn to crisis mode.   

Social Media Strategy and an Ice Cream Sundae

The staples of a good ice cream sundae usually include vanilla ice cream, chocolate or caramel syrup, whipped cream and sprinkles. Consider that the definition of a standard social media strategy – one that if you ate it every day, might get a little old. Now, think about a great ice cream sundae, which may include a couple of different ice cream flavors and select toppings to complement each scoop. For example, a chocolate scoop might be covered in banana bites; a strawberry scoop could be topped with chocolate chips; and a butter pecan scoop is drizzled with caramel. Let’s complete the vision with a dollop of whipped cream and a cherry on each scoop. Now, that’s one interesting and delicious frozen experience. 

In my opinion, a great social media strategy utilizes a select collection of platforms to speak to a brand’s various audiences, and for each platform, a complementary strategy should be put in place that is specific to that audience. It’s important to use variety in your content to keep audiences engaged – not just the same posts over and over. I think it’s also important to note that you don’t have to have a presence on every social media platform, especially if your audience isn’t on that platform. Choosing the right platforms and content strategy can make the difference between your audiences eating and enjoying your sundae or letting it sit and melt.

How to Get an ‘A’ from Your Editor

Kerri Guyton

With my recent job promotion, I took on many new duties at our firm. One of those is editing. I am responsible for editing every piece of news or marketing collateral that our team produces – and let me tell you, our team produces a lot. 

Through this new job function, I’ve learned a lot about how our team members write, the different nuances they use and how they each communicate differently. I have also learned that there are certain mistakes that everyone makes. This is why we have the editing function in our production process – so there is always a second eye (and sometimes a third eye) checking to make sure we’re producing the best work we can for our clients. 

I understand that not everyone has access to an editor to review everything written before it’s turned in to a client (or a class, for that matter). However, I think that anyone could benefit from taking these steps to ensure any piece is client-ready, which will make any editor’s day.

Use Spell Check

This is such an easy step that so many people fail to take. Spell check is especially important for Excel documents that don’t always point out misspellings as you go. Also, spell check can be utilized for something as simple as email. Be sure you have an automatic spell check set to review your email after you hit send to catch any possible errors.

Don’t Rely Solely on Spell Check

Spell check isn’t going to catch everything, so be sure to read through your document carefully to make sure you aren’t using a word that, while spelled correctly, isn’t the word you meant to use.

Read Through a Document Three Times Before Sending

Read once for grammatical errors, a second time for message clarity and a final time to catch anything else you may have missed. As an editor, I follow all of these steps for editing team documents, but I can tell when the author did not. I may find that there aren’t any grammatical errors (so, step one was done), but there may be a sentence that is garbled or confusing, meaning they were probably reworking the sentence in different ways and didn’t delete portions of previous versions. Obviously, they didn’t review the document for message clarity before sending it for editing. Luckily, I did.

Keep an AP Stylebook On-Hand at all Times

AP Style is very important for us to follow at Obsidian because it is important to the end user – the media. We write client news and promotional materials in AP Style so that anything we distribute to the media can be used as is – without having to be re-edited. (We strive for ‘A’ ratings from newspaper editors, as well.) So, our team is well aware of most AP Style rules. However, there are always unique situations that require an expedition through the AP Stylebook or the website, to which we subscribe.  

Google It!

Research company and organization names to make sure that you are using the correct spelling of the entity’s formal business name. Google unfamiliar terms to make sure you are spelling them correctly and using them appropriately. Make sure you find a credible source, such as a national trade publication or Merriam-Webster online, to get this confirmation.

How to Quit Quitting

Kerri Guyton

I have a secret; I’m a reformed quitter. 

Growing up, I was one of those kids who would quit the game once it was obvious I was going to lose. I quit taking piano lessons the minute my mom gave me permission. (After seven years of forced lessons and practices, she thought for sure that by the time I was old enough to make my own decision I would happily continue, but no, I had other things I wanted to try.) I would quit anything that appeared I wouldn’t be good at, like golf. The first time I ever played golf, I made it to Hole 9, and that was it for me. 

I even took this quitting methodology into my early adult years by quitting my first job to become a stay-at-home mom, only to quit that two years later and go back to my old job. A few other jobs in my resume show that, for a while, I was on a quitting spree – leaving one opportunity for another. 

Honestly, life’s circumstances often spurred these changes more than my desires did in those early years, but I’ve come to realize that I am prone to consider quitting when things aren’t working or are harder than expected. While this is embarrassing to confess, just making this admission has helped me on my journey to quit all this quitting.

Here are a few other tips I’m happy to share with others who may have the quitting bug:

Adopt a Mantra

Come up with a saying - or borrow a motivational quote or inspirational Bible verse – that you can use to keep yourself going when times get tough and you think you hear the fat lady singing. Personally, I use “God brought me to it, and He will bring me through it.” This helps me remember that whatever “it” is that I’ve got on my plate at the moment – my job duties, my family responsibilities, my personal commitments – I was brought to them for a reason, and I have the knowledge, skills and abilities to complete the mission, which brings me to my next point.

Set Your Sights on the Purpose 

Remember why you took that job, accepted that chairman position, joined that committee or volunteered to lead that event. No job, position or experience turns out exactly as we thought it would. Most of the time, we find out that a job is harder than expected or that others’ expectations are different than we thought. Regardless, keeping a mindset of accomplishing the purpose of the role will help you make it through to the finish line. At this stage of my life, an established, long-term career is what I want most for myself; that’s why I’m staying put at Obsidian. At the same time, I stay busy outside of the office volunteering at activities for my children because I’m committed to being an engaged mother.

Chart Goals and Milestones to Meet

By setting goals to accomplish and milestones to meet before calling it quits, you not only eliminate the spontaneity of being able to walk away, but you also help guide yourself toward achieving the purposes for each adventure. Make a vow to grow your organization’s membership to a certain number before stepping down as chairman, and leave a legacy. Resolve to put in a specific number of years with your company before looking elsewhere for better opportunities. During that time, you may be introduced to opportunities you couldn’t have predicted. 

Just DON’T Do It

I’m borrowing – and purposely altering – the famous Nike slogan here. But seriously, just as Nike encourages you to step out and “just do it,” I encourage you, with the same enthusiasm, to just don’t quit. Keep at it. Get through it. Grow. Mature. Learn. You may find that after passing that fleeting moment of throwing your hands up, you will experience an overwhelming high of determination and drive that’s so invigorating you just can’t help but keep going – and keep succeeding!

Balancing Act

Kerri Guyton

I’m pretty sure that I’ve seen this headline used in news stories promoting fabulous circus shows, like Cirque du Soleil, referring to the seemingly impossible feats some of the performers are able to do – be it the balancing of an amazing number of people in a human pyramid, an individual contortionist balancing on one hand while twisted into a backward pretzel-shape or a plate-spinner keeping a dozen plates spinning simultaneously on stilts across a stage. As a working mom, I feel like I can relate a little to all of these acts.

From the many responsibilities I keep “spinning” each day, in both my home and work roles, to the number of people I sometimes feel are resting on my shoulders, being a working mom is definitely a balancing act. But, I honestly wouldn’t have it any other way. 

I am blessed to have both a successful career and a healthy family, and I’ve learned that in order to keep them that way, I have to work at it. As any circus performer – or any successful professional – will tell you, focus is the key to making magic happen, and I’ve adapted this philosophy to my work-life balance. When I’m at work, I focus on work, so that when I’m at home, I can focus on my family.

I have a list of responsibilities for both roles, and I have specific times to get them done. If I don’t get my laundry, grocery shopping and house cleaning done on the weekend, my family will run out of clean clothes to wear by Wednesday; we’ll start running through unhealthy drive-thrus by Thursday; and by Friday, I won’t even want to come home to my house! 

On the reverse, if I don’t stay ahead of my deadlines at work, I have to take it home and try to find time to finish it up between cooking dinner, soccer practices, homework and bath/bedtime routines. That usually means getting in bed with my laptop and ignoring my husband. I really don’t want to do that.  

For me, focus comes from advance planning, making lists and attacking the to-dos under the time clock for each role. My friends and family members often say to me “I don’t know how you do it all,” and I often say “I just do.” That’s what it takes to keep my balancing act going, my career advancing and my family growing together.

To me, my life is a full life, and that’s what I’ve always wanted. While most of the time, applause doesn’t come at the end of my balancing act, I’m confident that I’m doing the best that I can in the many roles I play in life. And, that’s unbelievably satisfying.

Outsourced: Public Relations

Kerri Guyton

Not every company has the ability – or the desire – to have an expert on staff for every task that must be executed to run a business. A company that chooses to outsource a service is looking for a specialist in that field, and it is a huge benefit for them to have access to expert advice without an expert’s full-time salary on the books.

There are challenges to overcome as an “outside” partner, especially when it comes to communication services, but at Obsidian, we are passionate about entrenching ourselves into the company and being as accessible as someone just down the hall. For us, that’s the key to success.

It’s important that we know our client brands as intimately as possible. It’s our job to “get it,” and we do that by asking the right questions and doing our research. We dig in and find out what’s important, relative, timely and interesting about a brand. We look for news, trends and happenings within the client’s industry, and we identify key audiences that should be aware of and care about the brand.

Image courtesy of http://rickmcnary.me/

We are communication advocates by trade, so we understand the importance of consistent communication in building relationships with our clients and staying informed about what’s going on with the brand. Our clients are very busy, so we drive the train on ensuring that the communication happens. We don’t have to be in the same building to be available on-demand, and in our business, response time can make or break a publicity opportunity.

These business practices usually pay off in long-term client relationships. Once entrenched, clients don’t want to let us go. We’ve become part of the team, part of the family. We know the brand like the back of our hand. We are their trusted resource for communication counsel. In other words, we’ve done our job.

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.   

Embrace Your Nerdiness!

Kerri Guyton

Merriam-Webster.com’s opening definition of a nerd reads “an unstylish, unattractive, or socially inept person,” and to that, I object! The website follows that definition with a second, more acceptable description: “one slavishly devoted to intellectual or academic pursuits.” Now that is more spot-on, and with that definition in mind, I declare my nerdiness!

I certainly won’t accept the definition in my 1995 paperback copy of Webster’s New World Dictionary (which I keep in my desk, further proving my nerd status), as it defines a nerd as “a person regarded as dull, ineffective.” Hmmm, ineffective? I beg to differ. I promise that behind any technology invented to increase effectiveness, you are sure to find a nerd – or a nerdship (a friendship that includes two or more people who enjoy each other’s company, more online than anywhere else, according to UrbanDictionary.com). You could say that because of nerds, other people are more effective!

Through different stages of my life, I’ve both embraced and concealed my nerdiness. I don’t think I even realized that I was a nerd until sixth grade. (And, now that I have a sixth grader, I realize that’s when self-awareness and self-consciousness really seem to kick in.) And, while I may not have been the biggest nerd in my sixth-grade class, I was certainly No. 2 (next to my best friend, Celeste); and I was proud of it. Back then, satisfaction was gained by turning in an assignment or test before everyone else, maintaining a 100-plus average by going after any extra credit points available and answering questions in class that no one had the answers to (on days when Celeste was out sick.) Yes, I was that girl.  

Of course, later stages of life taught me to tone down the academic arrogance, brush up on the social skills and adopt a “cool factor” so as to be accepted in society. (And, I’m still working on the “cool factor,” according to my kids.) All the while, I’ve continued striving to stay at the top of the class and ahead of the game, learning as much as possible and reading as often as possible. I think you call that being “slavishly devoted to intellectual or academic pursuits.” That’s me, and it’s what fuels my professional success today. I am a nerd, and I am proud of it!

When ‘i before e’ has no exception

Kerri Guyton

When planning an important company announcement, it can be easy to get caught up in the excitement – or concern, depending on the news – of how to deliver the message to key stakeholders, such as customers, media and the general public, while forgetting that your employees, managers and supervisors are also key stakeholders in the organization. And, if these audiences are not communicated to beforehand, it could possibly complicate and deter the intended message after it’s delivered to the public. An easy way to start on the right track when planning an important announcement is to think “i before e” (internal audience before external audience) and heed no exceptions. 

Well, OK, sometimes there have to be exceptions, such as when a publicly owned company is held to rules of “selective disclosure,” but even in that case, there are ways to keep communication to internal audiences as a top priority.

Michael Hyatt – former CEO of Nashville-based Thomas Nelson Publishers and current New York Times best-selling author, top-rated blogger and social media expert – once shared on his blog a communication action plan that he created when Thomas Nelson was going to announce the move to a private company. I love the very specific and tightly aligned timing of who was told when, especially as the disclosure rules prohibited them from telling anyone before the release was sent to the media. The lineup of meetings with the company’s internal audiences, starting first thing in the morning after the release was distributed, appropriately ignited a domino effect of quickly spreading the news company-wide before the media would be calling in for a response. Of course, the very detailed planning of the specific messages, talking points and FAQs prior to the announcement allowed for the entire company to be on the same page when the calls started coming in and conversations started happening in the public. It’s a great example to follow.

Successful privately owned companies understand that keeping internal audiences “in the know” on important company news is valuable to both the company and its employees. Not only does this encourage consistent messaging for the brand, but employees feel their value as a vested person in the organization, fostering a loyalty and pride toward the company. 

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.

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!