PR

MacGyver is a Nonprofit

Business Communications, Life, Public Relations

A World of Tools for MacGyverYes, that MacGyver, the one that can create a bomb out of a paper clip, some lint, and maybe a ketchup packet if he’s fortunate to have such luxuries around.  For anyone seeking a trip down memory lane, or context for some of my younger readers, be sure to check out the original geek adventure hero online and have some fun with the SNL spoofs too.

Aside from a good retro laugh, the real prompt for this post was chatting with my friend Arik Hanson who is working with a couple of Minnesota nonprofits in the digital space.  He commented on how dedicated the staff and leadership of these organizations are and how much of themselves they truly put into their work.  The comment Arik made that hit home with me is “this is their life; they don’t leave the job when they go home. It’s part of them.” 

I’ve been fortunate to work with so many outstanding people from a variety of nonprofits and it’s a spot on comment.  As you may know, I  work for a nonprofit so I am commenting as an “insider” but have also worked for a global PR agency, a Fortune 500 medical device company, and a small specialty pharmaceutical company.  I can tell you (relatively objectively) that nonprofit staff invests themselves in their work just as much as any corporate or agency pro…maybe more. 

However, I believe that many in the PR world view nonprofits as a second-tier job.  It doesn’t carry the status that some in our industry want on their resumes which is too bad because nonprofit pros are MacGyver-like problem solvers.   They’re working on addressing major community challenges with limited budgets, increasing demands for accountability, typically lean staffs, and doing it all for less pay and prestige.  So next time you’re at an industry get-together, keep an eye out for some of these smart MacGyvers in the room.  I bet you’ll meet some great new friends filled with passion and creativity.

Resources:

Noted below are some great contacts if you’re interested in learning more about smart nonprofit thinking and other communications pros working to help their communities and important causes.

  • Beth Kanter who has a great blog and a ton of ideas around nonprofit leadership
  • In Minneapolis, for my local contacts, be sure to check out Ashley Schweitzer who is a constant advocate for nonprofits
  • My inspiring pal up north, Danny Brown with his outstanding 12for12k social media/charity efforts
  • Or maybe Katya Andresen focusing on marketing for nonprofits on her blog

PR Resolutions

Business Communications, Leadership, Public Relations

It’s that time of year when we all make resolutions and promises…many of which fall by the wayside by the end of January.  However, I think as PR practitioners we need to do better.  As we enter into 2010 our profession is still not give the respect I believe it truly deserves.  Too often PR is still viewed as “spinning” bad news to make it acceptable to the masses.  There are too many outstanding communicators out there to allow this misperception to continue.

How do we kill off this old stereotype? We collectively step-up to make sure that we don’t allow our profession to be viewed as window dressing but a critical function to every company we serve. How?  Here’s a few starters.

  • Know Your Business and Your Customer
                                                                                                                                    Before you start throwing out ideas about how to obtain more coverage or the greatest new promotional idea, make sure the efforts line up well with the overall strategic plan for the company.  Take the time to think about your work from the customer perspective– ask yourself why would a customer care and how would your ideas improve their experience.  Also be sure that you’ll be able to measure how your work will have an impact.  Even if you fail, you want to learn from the effort rather than have no idea if you made a difference.     

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  • Use New Tools to Improve Your Work       
                                                                                                                                           Don’t recycle the plan your boss used when you started.  That’s a sure-fire way to maintain a very average program that becomes irrelevant…and doesn’t exactly position you as a great strategic mind.  Take advantage of the new technology out there and think critically about how social media may fit in your mix.  Look at if there is a fit in your company for Skype to cut down on some costs and encourage better collaboration. 

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  • Don’t Just Use New Tools to Improve Your Work              
                                                                                                                   
    On the flip side of that last point, please don’t chase after the new shiny toy so much that you forget about core fundamentals.  I don’t care how many followers you can get on Twitter if you can’t explain what the heck it is your company does and why anyone in their right mind would use your product or service.  Be sure to communicate all the methods you want to use in reaching your audience. Your discussions should never strictly focus on a technology but what the technology can do for you. 

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  • Deliver What Reporters Need    
                                                                                                                                                                         One of the issues that hounds our field is the “smile and dial” approach where a PR person is asked, typically by a client, to just call your reporter friends and pitch this great new product.  Here’s the problem, if you have no idea what the product does or (even worse) the product is junk and you still pitch it then it’s your reputation that takes the hit.  We need to be smart enough and strong enough to push back to our companies and clients if there is no valid news angle. 

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  • Be an advocate for communications 
                                                                                                                                                     This is especially aimed at my corporate readers more than agency but it applies to us all.  If you are being paid to be an expert communicator, you also need to help others in your organization understand the true importance of the role.  If you have a truly groundbreaking product that nobody knows about, then you have nothing.  If communications is always viewed as the least important part of a planning session then you know something is critically wrong culturally and you need to change it.  Take the time to explain (supported by examples of your results) the value of communications and be a leader in speaking up for the importance of our profession. 

So, in 2010 let’s all resolve to eliminate the missteps that plague our profession.  Let’s do a little PR work on PR this year.  What else belongs on this list?  What else can we do to improve our collective reputations?  Let’s think big this year and make some real change.

Keep Your Eyes on the Ball

Business Communications, Public Relations

As anyone who has spent much time with me knows, I’m a certified sports nut. I will catch a game whenever possible.  I might be at the game, could be watching on television, or could be reviewing old tapes of games (Yes, I am that geeky when it comes to sports.) This is especially true of football and enjoy finding any chance to weave that into my work. However, this one isn’t a stretch.

A receiver will often drop a pass when wide open without a defender in sight.  Why? They were too eager to get into the end zone and not focusing on what’s right in front of them.  Maybe they were thinking about the glory of the end zone and their celebration (cough, @OGOchocinco, cough) or maybe they assumed it was so easy that real effort wasn’t needed.

Here’s the point- if you take your eyes off the ball, you may miss the big play that can be the difference between a win and a loss.

In communications, a group often overlooked is the one right in front of you.  Your employees are the faces of your organization.  They are the ones that will be asked, “so, what do you do” countless times at holiday parties in the next month.  They are the ones we may miss when busy coming up with the next great pitch to our reporter friends or while busy getting ready for a big product launch.

It’s easy to quick rush by and say “they know what we’re about” but, if they are only updated once a year on your efforts, they aren’t likely to tell the story you’d like to hear.  They are the people you want, and need, to tell your story in a positive and committed manner.  It’s essential to take the time to plan for your internal communications just as thoroughly as you focus on key external audiences. Take a minute to think right now and ask yourself if your employees are they ready to answer those questions in a way you’ll completely love. If you aren’t 100 percent sold on their glowing answers, you better get at it now.  Don’t get so busy looking downfield that you drop the ball right in front of you.

Photo credit: Photo courtesy of Dirk Hansen under Creative Commons Attribution License.

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