Public Relations

I Want it Now- The Veruca Salt Theory

Business Communications, Public Relations, Social Media

It’s human nature to want things, it really is.  I understand the desire to always have the latest and greatest ‘it’ as well as anyone.  However, while thinking about that concept in terms of communications, it’s an urge that professional communications pros need to restrain when it comes to identifying the right strategy for an organization.  We can’t allow ourselves to want for anything and everything like the wonderful Veruca Salt character, “Hey, Daddy, *I* want an Oompa Loompa! I want you to get me an Oompa Loompa right away!”

The Veruca parallel actually started in my mind when I was having a discussion focusing around social media (SM) and the opportunities that can be gained by playing an active roles in the SM space.  Now, let me be crystal clear here, I thoroughly enjoy and believe in the power of social media.  I’m not a huge naysayer that believes Twitter is a bunch of people posting where they went to lunch but I am saying that not everyone has to have a major Facebook or Twitter presence. 

The first step any organization should take is looking clearly and honestly at their overall goals.  At that point,  the organization and their agency/consultant/staff should look at how to create the optimal mix of social media, sales, marketing, advertising and PR come together to make a real difference to the organization.  In many cases, SM makes a great deal of sense especially for companies that have a strong consumer element.  If you’re customers and audience are there, then it’s a no-brainer that you should be too.  If you’re customers aren’t there…well, I’d figure out where they are.

As communications pros, we can’t just chase the latest shiny object we see.  If we are to provide good counsel and leadership, you have to remain focused first and foremost on the ultimate goals of any organization and that may include saying no to a Veruca Salt in your own group.  It’s hard sometimes (who wouldn’t want an Oompa Loompa of their very own) but it’s ultimately that smart, strategic counsel that will pay off for you and your organization or clients.

Creating Crisis

Business Communications, Public Relations

While taking a walk today I had the opportunity to take a few minutes to appreciate some of the natural beauty around me.  I find that I can often learn a great deal by simply being outdoors and watching the world. 

When passing by a small pond, I was struck by the calmness of the water on a cool, windy Minnesota day.  There was no visible reaction in the pond to the world around it.  No movement or wasted energy.  When a leaf disturbed the water, it was only a temporary ripple that disappeared as the water adjusted to its presence.

I began to think a bit about much of my day which involved projects that were dragging, addressing concerns of staff, and a number of phone calls that “had” to get done.  Our days are filled with challenges and demands on our time.  I wonder though, how often we create our own crisis. 

At times in public relations, there are very real crisis issues that we face on behalf of our own organization or on behalf of our clients.   However, I also believe our industry does itself harm when we react to other business issues in a crisis mode without critically assessing the proper level of response. I’ve seen it time and time again where a well-intentioned professional reacts and triggers a domino effect in their desire to resolve a legitimate challenge and turns it into a perceived “crisis”.  Teams are scrambled and top leadership is pulled away from other projects to address this new need.  Attorneys and management are put on edge.  Clear communication suffers.

Communications professionals have often faced an uphill battle in justifying our role at the highest levels of leadership in the corporate world.  How can you be sure that you’re responding at the right level of intensity when facing an issue?

  • Listen closely to the problem- There aren’t prizes for the first wrong answer.  Take a couple minutes to understand the situation fully based on all the information you have available.
  • Identify what solutions, if any, you already have in place- This is the time to show how well you know your organization and how you understand the business environment.
  • Provide a critical analysis of potential gaps- This is pretty obvious after going through the assessment above but providing a simple, clear list of top priority issues goes a long way.
  • Remain calm- Act as if you’re comfortable in this situation (even if you aren’t frankly) and demonstrate that you are in control.  If communications is shoved out of the process because of a perceived lack of leadership, you won’t get it back later in this process.
  • Provide your recommendations and assemble the right players- It’s at this point when you’re ready to really respond to the challenge in a way that puts your organization/client in the best situation and positions you to be part of a successful resolution.

You want to be as calm and steady as that pond on an otherwise busy day.  React to the changing environment but get back to the state of being you desire.  When you can control your environment, others will trust you in theirs.

Working Without a Net

Public Relations

I was speaking with another PR professional not long ago and we chuckled at some of the “glamorous” tasks we do in the line of duty.  I told him that I could have so easily just gone to business school and been an accountant or some other job that is predictable and pays well.  But I didn’t. 

I chose to pursue a profession that, to do it well, often involves long hours and immense pressure to meet deadlines.  It’s one where success is fleeting and any missteps can follow you for a lifetime.  What is it about PR that draws us in? Perhaps we’re all just gluttons for punishment.

For me, I like the pressure and the fact that you often only get one shot at something.  When you’re on a call working explaining a story idea to a journalist, there’s no second chance.  You need to match a story with what they need.  If you don’t nail it, you’re done.  You’re working without a net.  If you fall you’re done.  But, if you succeed, you’ve made it across that high-wire and you know you’ve survived another day. I love the rush and I love the wins.

The real work should be done before you ever pick up that phone to pitch or send that message to your employees.  It should be done when you set a strategy and identify your goals.  That’s the work.  The fun is when you’re out there with no net.

Why did you get into PR?  What is it that keeps you excited and willing to work up on that high-wire?

 

Image courtesy of FreeDigitalPhotos.net

Image courtesy of www.FreeDigitalPhotos.net