We interrupt this revolution…with the smell of steaks!

Thomas Whitehead

Okay, we get it. Social and digital media are here to stay and will continue to dominate the communication and marketing forum for companies and organizations. But, it is absolutely vital for PR professionals, companies and organizations to not put all their communication “eggs” into one social media basket. Rather, it is necessary to view it as just another part of your arsenal along with news features, television, radio, print ads, events, speaking engagements and other promotional materials.

With that in mind, I would like to speak out for one of my favorite and most entertaining forms of communicating a company’s message: the old fashioned billboard. Yes, that is right. Even after all of these years and new means of communication, there is still a need for companies to share their message and stories on a billboard.

I am fascinated by the challenges this gives companies. Mainly, I am curious how a billboard is created in a way that will be on-message in a clear, concise way for people traveling by it at 75 MPH. It is definitely an issue.
 
And, quite honestly, I am still baffled that organizations still spend very good money for billboards that have a large amount of copy on it. Yet, this still happens very frequently.
Instead, the best strategy for making a billboard work for your company is to have a compelling, creative visual image that will earn the average, slightly distracted driver’s attention for 2.6 seconds enough to retain the information offered.
 
In addition to the image, a two- to four-word phrase can also help shape what message you are looking to share with your broad audience of motorists.
 

Photo: Huffington Post

Probably my favorite billboard ever is one from Bloom, a grocery store chain in North Carolina. They actually created a scented billboard with the image of steak on a fork. The really creative part is they were pumping the smell of black pepper and charcoal as drivers were on their way home, pondering what to fix for dinner that evening. This is a great example of how people will remember your brand.
 
So, when deciding what should be your next major social media or advertising campaign, don’t completely forget or ignore the power that billboards can have in shaping and reinforcing your message to your broad, general audiences.
 
And, if all else fails, there is always steak. 

Ever wanted to tell 'em off?

Kim Morrison

How many of us have half jokingly declared, “On my last day at work, I’m going to…” and proceeded to describe how we would give our managers a piece of our minds, tell off those rude customers, do nothing all day or do any number of devious deeds, without the fear of retribution?

I actually was given that chance, on a silver platter, during my last day at a local salon/spa chain in a hotel in Downtown Memphis.
 
A customer became irate because we were unable to validate her parking ticket. I explained to her where we can and can’t validate, and instructed her to speak with the hotel’s concierge desk concerning the parking ticket, because we did not have any way of validating it. At this point, she let me know that yes, she would be speaking with the hotel, to put in a complaint and recommend they get another salon/spa in there because, in her words, “You people are incompetent!”
 
At this moment, I had a choice to make. A big choice. One of those choices that has real potential to impact your life in a big way, maybe not immediately, but definitely down the road.
 
The opportunity was right there, right in front of me, just waiting for me to grab it! It was my last day, and for the umpteenth time, I was getting yelled at for a situation that wasn’t my fault. Why not take advantage of this situation and tell this lady what’s up, right?!
 
Wrong. I couldn’t. As soon as I thought it, I knew I couldn’t do that. I was leaving this job to finish my degree in PR; are you kidding me?! Doing that could be career suicide and not to mention unprofessional. I didn’t know who that lady was. She could work for a client of ours, volunteer for one of our clients, be a friend or family member of one of our clients or a member of the local news media. Yes, telling her off may have made me feel better, but the long-term implications would have been huge! Not to mention, on my last day there, did I really want to create negative PR for the salon/spa and hotel? What if I ended up working with either of them again? “Oh yeah, that’s the woman who went off on a customer on her last day at work.” Yeah, that’s a great way to be remembered while trying to network professionally.
 
In that chaotic moment of clarity, I chose to not be that employee who flew off the handle. I chose to be a brand ambassador, not just for the salon/spa, not just for the hotel, but also for myself. So regardless of what you do or where you work, remember that you don’t just represent your employer; you also represent yourself. You may not be able to control the branding of your job, but you can and should carefully shape your own personal brand.

Take time to quiet the mind

Courtney Liebenrood Ellett

After years in the consistently stressful discipline of PR, I’ve learned that downtime helps maintain sanity, pure and simple. That’s certainly not a profound or new thought, but one that’s especially important to me in my life.

I’m sure the same could be said for other professions or other life scenarios. But taking time to unwind does more than maintain sanity. In a career that demands fresh ideas every single day, I’m convinced that taking time to quiet the mind brings out the best in our mental capabilities.

Have you ever had trouble remembering something – like a name? And it’s right there on the tip of your tongue. You could almost reach out and touch it. But the more you think about the answer, the more it eludes you and hides into the deep crevices of your memory. And then it happens; when you’re doing something else and not thinking about the name at all, it comes to you.

This reminds me of one of my favorite episodes of The Big Bang Theory – The Einstein Approximation. Sheldon is hitting a mental roadblock on a physics problem he’s working on. Inspired by the fact that Einstein did a great deal of his best thinking during his stint as a patent office clerk, Sheldon seeks to find a menial job to get his brain in gear.

During a volunteer (and self-described mundane) shift at The Cheesecake Factory as a busboy and waiter, Sheldon says, “Just a moment ago, I had a minor epiphany regarding polymer degradation phenomenon while scraping congealed nachos off a plate.” 

Sure, Sheldon uncluttered his mind by working in a restaurant. I quiet my mind other ways. I walk on the greenbelt in my neighborhood. I get a much-needed massage every now and then. I have a cup of coffee before anyone else in my family gets out of bed. Every single time I do something like this, clarity follows. Sometimes, it’s an epiphany. Sometimes, it’s just the whisper of a good idea. 

What do you do to quiet your mind? 

One is the loneliest number...or is it?

Crissy Lintner

In public relations, there are many approaches to building a client base. Some firms choose to focus their efforts on one niche – hospitality, city branding, retail, technology, etc. And they are very good at what they do. Others, like Obsidian, take a different approach by only working with one client from a certain industry or sector of business in a geographic region. We call that category exclusivity.

This may have you thinking, “Doesn’t that limit your ability to do business?” Well, yes and no. At times, we do find ourselves turning away business because we already represent a law firm in Memphis or an animal welfare organization in Dallas. But, the benefit far outweighs this downside (and PR business is abundant across hundreds of industries).

Our main reason for adhering to this philosophy is that as PR professionals, we never want our clients – or account representatives for that matter – to compete against one another for opportunities. If I had to choose between two architects for a Wall Street Journal article that can only feature one source, how would I determine whom to feature? It becomes an ethical dilemma and frankly, hard to keep track of who got the last interview opportunity. 

By only representing one client in an industry at each of our locations, we can maximize our efforts more efficiently and provide the best counsel possible without our clients worrying that they’re missing out because we also represent their competitors.

One can be a lonely number, but when it comes to PR, we think it’s the only way to go!

“Hey client, are you there?”

Lauren Hannaford

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

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

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

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

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

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

My holiday 'Family PR' plan

Kerri Guyton

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

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

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

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

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


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

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

Kelli Eason

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

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

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

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

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

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

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

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

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

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

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

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

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

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

What’s on your favorite Pandora station?

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

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

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

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

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

Is there any sort of music that hinders your productivity?

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

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

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

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

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