PR Daily News Feed

Social media helps McDonald’s change public perception

Mon, 20 May 2013 11:00:42 GMT

Untitled Document When you think of McDonald’s, do you associate it with “nutrition”?

Probably not.

The fast food chain is trying to change that perception through the McDonald’s Nutrition Network, a program designed to highlight its commitment to nutrition. To help spread the word and change the minds of consumers, it turned to mommy bloggers, a dietician and social media.

That effort won McDonald's the nod for Best Use of Digital or Social Media for Media Relations in PR Daily’s Digital PR & Social Media Awards.

PR Daily’s 2012 Digital PR and Social Media Awards were presented by Synaptic Digital. Learn more about Synaptic Digital here (pdf).

To localize the message, MWW and the McDonald’s New York Tri-State Owners/Operators Association created The McDonald’s New York Metro Nutrition Network (MNN).

The “MNN” was created to award local organizations with seed money to fund projects or programs that promote nutrition and responsible eating choices to the communities they serve, says Alissa Blate, MWW executive vice president, Consumer Lifestyle Marketing.

Developing a healthy strategy

First, a third-party, high-profile dietician was selected to tell the brand’s story. This campaign also relied on local "mommy bloggers” to share the McDonald’s story. McDonald’s knows parents are concerned with providing affordable, healthy meals to their children.

MWW also reached out to thousands of local organizations to raise awareness for this program and encouraged them to apply for funding. These organizations were pleased that McDonald’s was getting involved in the conversation, Blate says.

Next, local “Meetups” were held throughout the area. The registered dietitian, Tanya Zuckerbrot, spoke to attendees, answered questions, and provided wholesale menu items for people to sample.

“Lastly, content for consumers was created by the program’s registered dietitian, including prebuilt meal bundles and nutrition tips, which were available on the program website,” Blate says. “This content was supported with ongoing messaging on McDonald’s local Twitter and Facebook handles as well as seeded to prominent, influential bloggers.”

How to change the conversation

MWW invited key “mommy bloggers” to attend the network’s launch event, featuring a Q&A with Zuckerbrot. Then, after the launch event, there were more “Meetups,” live-tweeted by McDonald’s.

"Bloggers never before had the opportunity to talk to McDonald's about nutrition," Blate says. "When they learned about the better for you options available at McDonald's restaurants their perceptions changed. The experiential component – taking them offline versus just communicating with them online – made a difference in their views of the brand.

“Tanya helped dispel myths around McDonald’s food, created custom menu choices for each meal of the day, and armed parents with the information that they need to responsibly integrate McDonald’s into their hectic daily schedules,” she says.

In addition, the MWW public affairs team met with local officials in the community to raise awareness of the program and encourage their constituents to apply for the grants. They applauded McDonald’s for supporting nutritional education in the local community by donating seed funding to local nonprofits.

“This effort had an enormous effect in increasing the number of organizations applying for the grants, as well as opening a line of dialogue between the McDonald’s owners and operators in their constituency,” Blate says.

Did it work?

MWW secured close to 100 media hits, including Newsday, NJ.com, and posts from more than 20 influential bloggers in the local NY Metro market.

McDonald’s exceeded its goal in applications for the grant awards by nearly 500 percent and every segment of the New York Tri-State area was represented showing that the efforts in this program reached the entire region and wasn't limited to just the big cities.

Success was also measured on social media channels. Before the launch, MWW benchmarked the volume, tone, and common themes around discussions on McDonald’s and nutrition throughout the region. Then, it compared the numbers to post-launch.

Blate says the results were "perception-changing” with nearly “a 2,300 percent increase in social media impressions around McDonald’s and nutrition with 99 percent of them considered ‘favorable.’”

“Additionally, many local bloggers who had previously written negative posts around McDonald’s and its nutritional benefit have begun to praise the brand for its commitment to bringing responsible eating to the forefront,” Blate says.

Want to get recognized for your hard work? Find out about Ragan and PR Daily’s award programs here.

Jessica Levco is co-editor of Ragan's Health Care Communication News.

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10 things you should expect in your first PR job

Mon, 20 May 2013 09:00:31 GMT

Congratulations. You scored your first job out of college. This means you’re an adult with an exciting career, a social life, and disposable income. Plus, you’ll never have to cram for tests or draft boring research reports, right?

Not exactly.

As you navigate the real world, you are likely to experience several challenges you didn’t anticipate. Here are 10 things of them:

1. Fatigue. In college you stayed up late, slept late, and took naps. When you have to be at work at 8 or 9 a.m., your day starts early, and there is no time for a nap. After the commute, work, lunch at your desk, and more work, you will probably be exhausted. This is one of the biggest adjustments from college to career. It takes about a year to grow accustomed to the demands of commuting and working a full day.

2. Stress. You thought final-exam stress was rough? The aggregate stress of work, deadlines, and being in an environment where you have multiple bosses and clients making demands on you is intense. Identify stress-busting techniques to help you avoid a first-year meltdown.

3. Unsupportive friends. When you work eight to 12 hours per day and have unpredictable hours, making and breaking plans is likely. Pals or significant others who are still in college or who aren’t working in a fast-paced career will not understand that going out for cocktails on a Tuesday night is not in your reality. You'll make friends through various phases of your life. Let go of friends who don’t support your drive to succeed during your transition to the professional world.

4. Money. Once you have a career, you’ll make a lot of money. Maybe. And it will probably take a few years. Most entry-level public relations positions pay in the $30,000 to $40,000 range, and after taxes, commuting expenses, professional wardrobe costs, and other bills, your checks will probably be small. Be patient; with a solid performance and smart career moves, you can earn a great salary within a few years.

5. Budgets. Speaking of money, your employer might expect you to understand and perhaps manage client budgets. Colleges don’t spend enough time teaching students the financial aspects of public relations work. Do some research, and develop fiscal management skills for your clients.

6. Accountability. Reports, reports, reports. Keeping track of how you spend your time, showcasing the value of your work, and justifying the work that you and your team do daily are essential. Reporting is standard practice in this billable-time business. Take good notes.

7. Digital skills. Most university PR curriculums place a heavy emphasis on writing, campaigns, and public relations theory. Digital and social media have become an integral and rapidly evolving component of public relations work. Use these channels strategically for business, and continually update your skills.

8. Multitasking. Entry-level PR requires the ability to multitask successfully. You might be responsible for media monitoring reports (boring, but important), managing the logistics for a major product launch, researching a new business presentation, pitching a news story, and posting content on a client blog—almost simultaneously. Learn to prioritize and tackle assignments quickly and meticulously.

9. Criticism. You will receive criticism from bosses and clients who expect your work to be perfect, even though they provided you with little direction or guidance. Don’t be overly sensitive nor dwell on negative feedback. Learn from your mistakes. Understand the work style of your colleagues and clients, and deliver.

10. Validation. Chances are you won’t hear much praise when you do a good job. You are expected to do a great job; that’s why they hired you. Your paycheck is your praise.

The first year out of college can be tough, but your ability to navigate the challenges of your professional launch will set you on a positive course for a meaningful and rewarding career.

Lorra M. Brown is an assistant professor of public relations/professional communication at William Paterson University in Wayne, N.J. She serves as the internship coordinator and advisor to the Student Public Relations Association. Prior to her faculty position, she held senior-level positions at Ogilvy Public Relations Worldwide and Weber Shandwick Worldwide.

This story first appeared on PR Daily in February 2012.

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5 questions brands should ask before using any social media tool

Mon, 20 May 2013 05:00:40 GMT

I’ve often heard this question from clients: Should we be on (insert shiny, new social media platform here)? My instinct is to say yes, because we want to expand our scope of work with them, and we’re always looking to be innovative. But being a good social media partner requires much more in-depth analysis.

When I was overseeing content strategy and execution for my clients, we would generally work on a POV for each new platform that would come into play. We did this for Pinterest, Instagram, and Vine (among others) over the last few years. Part of that POV was assessing which brands would be a good fit for the platform.

That doesn’t mean the client would automatically sign on for that platform, but it was incumbent upon us to make sure we at least made the recommendation (sometimes over and over and over).

Here are five key questions:

1. Are people using this platform to talk about your brand, your industry, or your competition?

This is easy enough on platforms that use hashtags. I can search #Starbucks on Instagram, for example, and see that nearly 1.9 million photos bear that hashtag. If I’m managing the brand’s social media presence, this tells me that there are 1.9 million potential conversations and pieces of user-generated content out there. This is definitely the right move for that brand to be using that platform (and Starbucks is using it—quite effectively as it turns out).

Part of your research on new platforms should be to assess not just who is talking about your brand but how they’re talking about your brand. If people are actively complaining or bringing up customer service issues on this platform, your strategy will differ from what you’ll do if people are raving about you.

When it comes to your competition, just because they jump off a cliff doesn’t mean you should follow—unless they’re jumping off a cliff into a crystal clear pool of water filled with your current and potential customers.

2. Does this platform align with your demographic?

Maybe people aren’t talking about your brand (or perhaps they’re talking about you sparingly). That certainly shouldn’t preclude you from entering into that platform—especially if it’s used by a demographic that you’re looking to target.

For instance, if you’re looking to reach influential, educated, millennial women, Pinterest is a platform you should strongly consider. Instagram might not be your best bet if that’s the only group you’re looking to target.

3. Is there an opportunity to tell your brand’s story in a new/unique way on this platform?

Brands that are using Vine in an interesting ways—Lowe’s, Smart Car USA, General Electric (sometimes)—are using the platform to tell a good brand story that goes beyond “buy this.”

When Smart Car wanted to show how easy it is to charge its new electric version, a six-second video was the perfect way to do it:

Lowe’s went beyond providing DIY tips in text to show their users how to do things like unscrewing a stripped screw:

If your team can find a way to use a new platform in an interesting fashion, that’s half the battle. So often brands will launch their presence in a new platform, and it’s just a dud.

4. Do you have the resources to maintain a robust presence on this platform?

The days of launching a social media presence to cover an event or product launch are over. Unless you’re going to commit your brand to building and maintaining a robust presence on a platform, don’t do it. It’s up to each individual brand to decide what “robust” means for them, but launching an event-specific account and then shutting it down no longer makes sense.

5. Does this platform logically fit in with your existing digital ecosystem?

Consider the rest of your digital presence, and whether this new platform logically integrates or if it would be on an island. If you can’t fit your always-on and campaign strategies into this platform, it’s probably worth waiting until you jump into it.

These questions certainly aren’t exhaustive, but they can at least get the conversation started. Remember: Any foray into a new platform will require your team to perform a risk assessment and understand any potential pitfalls. Your legal team will want to get involved (and will likely work tirelessly to quash your dreams, as they are wont to do).

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Build your brand with visual storytelling

Mon, 20 May 2013 04:00:30 GMT

Face it: words alone aren’t cutting it anymore.

Are you ready for visual storytelling to become a part of your content marketing strategies?

You will be after attending our June 6 webinar, “The next step in content marketing: Create a show-stopping visual story,” airing at 2 p.m. Central. You’ll hear how to create an unforgettable visual experience for your audience from Matt Basford, Director of Beyond, a creative digital agency.

See the full webinar agenda here.

During this 75-minute webinar, Basford will share:

What it takes to create high quality visual content;
6 questions to ask before starting visual storytelling;
How to measure the success of your visual content;
5 trends that drive visual storytelling.

The live Q&A session makes this is a customized webinar communicators cannot afford to miss. Master the visual trend and interest your customers while getting ahead of your competitors.

One more thing: click here to get your promotional discount on your registration!

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12 quotations to guide your online strategy

Sun, 19 May 2013 16:00:59 GMT

Social media doesn't need to be hard if you stay as authentic online as you are off, and concentrate on building a relationship with your fans and followers.

People like to be with those they know, like, and trust. With that in mind, I thought I would share a few quotations from thought leaders around the world and suggest how we can apply them to our online strategy.

They are not all well known for their digital acumen, but certainly are well known for either their business knowledge or thought-provoking ability. Enjoy.

1. "It's not the strongest that survive, nor the most intelligent but those most responsive to change." — Charles Darwin

Make sure you keep up with the times and adapt as you go, or you may find your brand is becoming extinct.

2. "You are what you share." — Charles Leadbeater

People can see what you share publicly; are you proud?

3. "The question isn't, 'What do we want to know about people?' It's, 'What do people want to tell about themselves?'" — Mark Zuckerberg

Are you happy to share your innermost secrets or just top-line stuff?

4. "Just be nice, take genuine interest in the people you meet, and keep in touch with people you like. This will create a group of people who are invested in helping you because they know you and appreciate you." — Guy Kawasaki

Self explanatory: Be genuine.

5. "Social media demands a lot of us on top of our already demanding lives. So let's disconnect as we need to and renew our interest and ourselves." — Simon Mainwaring

Don't be afraid to unplug and regenerate.

6. "Facebook Fan Pages are email newsletters with smaller pictures." — Jay Baer

Think of your Facebook page as a rolling newsletter.

7. "Every company is its own TV station, magazine, and newspaper." — Jay Baer

We all have the option to publish; are you doing so?

8. "'Build it, and they will come' only works in the movies. Social media is a 'build it, nurture it, engage them, and they may come and stay.'" — Seth Godin

Give them a reason to hang around.

9. "How can you squander even one more day not taking advantage of the greatest shifts of our generation? How dare you settle for less when the world has made it so easy for you to be remarkable?" — Seth Godin

You have the platforms; now use them like no one else.

10."You are your Rolodex: Breadth counts. Collect freaks." — Tom Peters

You never know who is connected to who that you meet that could be beneficial to you.

11. "If you make customers unhappy in the physical world, they might each tell six friends. If you make customers unhappy on the Internet, they can each tell 6,000 friends."-Jeff Bezos

The internet gives it scale, so be aware of your brand's actions and decisions at all levels.

12. "It's not the small that get eaten; it's the slow that get beaten." — Linda Coles (me)

Get on and start now; your competitors may be already ahead.

So which relationship building or social media quotations have you heard that resonated with you and should be added to this list?

Linda Coles, author of "Learn marketing with social media in 7 days" (Wiley), is a speaker and trainer on building relationships. She lives in New Zealand. You can get a free sample of a chapter of her book by registering for her newsletter. A version of this article first appeared on LinkedInToday.

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10 Nora Ephron quotes that will inspire anyone

Sun, 19 May 2013 04:00:37 GMT

Last June, notable writer and director Nora Ephron succumbed to leukemia after a six-year battle.

Her work influenced screenwriters and movie-goers, not to mention generations of women.

Her films such as “When Harry Met Sally” and “Sleepless in Seattle” defined the romantic comedy genre, while her other films, plays and countless essays covered a range of topics, many of them personal, including her relationships. After all, Ephron’s mother once told her, “Everything is copy.”

We went looking for useful and insightful quotes on writing from Ephron. We discovered a trove of sayings on various topics that could inspire anyone—from writers and editors to journalists and even PR pros (and everyone in between).

Sunday, May 19, marks what would have been the late writer's 72nd birthday. In honor of the occasion, we look back at some of our favorite words from Ephron:

On Work (particularly writing)

In a 2010 interview with Charlie Rose, Ephron shared an important lesson from her mother—screenwriter Phoebe Ephron—about the importance of work:

“[She] really conveyed to us that work was a great passion; that you couldn’t live without work. When you were asked what you were going to be when you grow up, the question was answered in terms of work—not in terms of motherhood or being married—it was what are you going to do.”

On Journalism

From the same Charlie Rose interview, she discussed her journalism career:

“[Journalism] is the greatest job. I loved it. I think it is a fantastic job. Now I kind of look back on it the way you look back on someone you were once in love with that you bump into and you think, what did I ever see in him?”

On Reading

From her book, "I Feel Bad About My Neck: And Other Thoughts on Being a Woman":

“Reading is everything. Reading makes me feel like I've accomplished something, learned something, become a better person. Reading makes me smarter. Reading gives me something to talk about later on. Reading is the unbelievably healthy way my attention deficit disorder medicates itself. Reading is escape, and the opposite of escape; it's a way to make contact with reality after a day of making things up, and it's a way of making contact with someone else's imagination after a day that's all too real. Reading is grist. Reading is bliss.”

(via GoodReads.com)

On Journalism, Part II:

From the essay, “Twenty-five Things People Have a Shocking Capacity to Be Surprised by Over and Over Again”:

“1. Journalists sometimes make things up.

“2. Journalists sometimes get things wrong.”

On Email

From her 2007 New York Times op-ed “The Six Stages of Email”:

“Help! I’m drowning. I have 112 unanswered email messages. I’m a writer—imagine how many unanswered messages I would have if I had a real job. Imagine how much writing I could do if I didn’t have to answer all this email. My eyes are dim. I have a mild case of carpal tunnel syndrome. I have a galloping case of attention deficit disorder because every time I start to write something, the email icon starts bobbing up and down and I’m compelled to check whether anything good or interesting has arrived. It hasn’t. … In the brief time it took me to write this paragraph, three more messages arrived. Now I have 115 unanswered messages. Strike that: 116.”

On Business Jargon

Again, from “Twenty-five Things People Have a Shocking Capacity to Be Surprised by Over and Over Again”:

“In business, there is no such thing as synergy in the good sense of the term.”

On Becoming a Screenwriter

From the essay “What Narrative Writers Can Learn from Screenwriters,” in the book "Telling True Stories: A Nonfiction Writers’ Guide from the Nieman Foundation at Harvard University":

“A lot of college graduates approach me about becoming screenwriters. I tell them, ‘Do not become a screenwriter, become a journalist,’ because journalists go into worlds that are not their own. Kids who go to Hollywood write coming-of-age stories for their first scripts, about what happened to them when they were sixteen. Then they write the summer camp script. At the age of twenty-three they haven’t produced anything, and that’s the end of the career.”

(via Commerce & Arts)

On Getting Over A Painful Relationship

Ephron’s second marriage was to journalist Carl Bernstein; it ended when she discovered that he was cheating on her—while she was pregnant with their second child. Her book (and subsequent movie starring Jack Nicholson and Meryl Streep), “Heartburn,” is based on their relationship.

From The Los Angeles Times obituary on Ephron:

“I highly recommend having Meryl Streep play you. If your husband is cheating on you with a carhop, get Meryl to play you. You will feel much better.”

On Wearing a Bikini:

From “I Feel Bad About My Neck: And Other Thoughts on Being a Woman”:

“Oh, how I regret not having worn a bikini for the entire year I was twenty-six. If anyone young is reading this, go, right this minute, put on a bikini, and don't take it off until you're thirty-four.”

On Food (and life):

From her 2006 New Yorker essay, “Serial Monogamy”:

“My mother didn’t serve Yorkshire pudding, although there is a recipe for it on page 61 of ‘The Gourmet Cookbook.’ My mother served potato pancakes instead. I serve Yorkshire pudding and potato pancakes. Why not? You live once."

A version of this story first appeared on PR Daily in June 2012.

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6 lessons from 'Scandal' on how to be a rock star professional

Sat, 18 May 2013 16:00:17 GMT

I recently started watching "Scandal."

I did so because my boss told me to, but it's one of the best assignments she's ever given me. I'm hooked!

I've only watched the first season (thank you, Netflix), but in between the drama and spine-tingling suspense, there are some important lessons about how to be a rock star professional no matter where you work.

Before I jump in, here's a little background on the show:

Actress Kerry Washington plays the main character, Olivia Pope. Pope heads a crisis management firm in Washington, D.C. that takes on big-name clients with major PR problems. Her staff is made up of lawyers, but they rarely go to court. Pope refers to them as gladiators, and their toughest cases appear in the court of public opinion.

If you want to do your job as well as a gladiator, follow these tips:

1. Never stop learning new skills.

The gladiators solve big, high-profile problems. For example, in the pilot episode they represent an American war hero convicted of murder. To solve problems like this one, Oivia's staff needs to be skilled in more than just one area. The gladiators are all lawyers, but they are also skilled detectives, PR pros, tech whizzes and negotiators. Because they're experts in several areas, they can fix situations in record time, and each person is indispensable to the team.

While you may not have to handle crises of such magnitude, you should be indispensable to your company. Never pass up an opportunity to learn a new skill you can apply to your job. It will keep you sharp, agile and vital to the company's success.

2. Listen to—and trust—your gut.

Olivia won't take on a new client if she doesn't believe in her gut that he or she is telling the truth. She knows being on the wrong side of a crisis would be debilitating to her career and, as she often says, it's her name on the door. She's the one responsible for every outcome.

Don't hesitate to trust your instincts, too. If your company is facing a crisis and you have a gut feeling about how your company should react, pay attention to it—and say something.

3. Don't be afraid to jump in.

In the pilot episode, the gladiators hire Quinn to join their team. On her first day, they have to deal with an accusation against the president. Given the nature of the crisis, there's no time for anyone to train Quinn or show her the ropes. She has to jump in and learn as she goes. She doesn't hesitate to do so, and the team respects her initiative.

Be a Quinn at your company. Did you just start a new job? Jump in. Ask questions and soak in all the information you can. Is your company afraid to try something new, like be on social media? Don't be afraid to suggest new ideas and forge new territory. It's the only way to move forward.

4. Take responsibility.

In the second episode of season one, Quinn loses track of the client Olivia asked her to watch. Huck, one of the gladiators, offers her this advice: "You screw up, you fix it. You're a fixer. That's the job."

The same advice applies to you. You're a professional. You have a job to do, and if you don't do it right, you need to fix it. If you can't fix it or the task is above your skill level, admit it and find someone who can do the job.

5. Never give up.

In the fifth episode of season one, the gladiators represent a commercial airline pilot many believe is responsible for crashing an airliner. There were no survivors. The airline insists the pilot was at fault; PR reps say the plane passed its regular maintenance check. As the gladiators gather evidence, more and more signs point to the pilot. Despite the odds, the gladiators stay focused and clear the pilot's name.

If you don't see a solution to a problem or are stuck for ideas, don't give up. Keep researching and brainstorming. You'll work it out if you're confident you can.

6. Don't make a promise if you can't deliver.

In season one, the gladiators represent a White House staffer who claims she is pregnant with the president's baby. Halfway through the season, the young woman is murdered. Not knowing she is dead, Quinn promises the young woman's dad they will find his daughter. Later, Olivia tells Quinn: "Don't ever promise an outcome we can't deliver."

The same applies to your job. If you can't write four articles in one day, don't tell your boss you can. If you can't dissolve a crisis, don't promise the CEO you will. You will look incapable when you fall short of your promises. Instead, under-promise and over-deliver. It's better to pleasantly surprise your boss than let her down.

The season finale airs Thursday. I can't wait. The sooner the season ends, the sooner it will be streaming on Netflix.

Kristin Piombino is an editorial assistant for Ragan.com.

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Why marketers choose certain colors

Sat, 18 May 2013 04:00:39 GMT

It’s no secret that different colors evoke different emotions in us, and that marketers have been taking advantage of this for years.

But which colors spur which emotions?

Perhaps most notably, it is said that red stimulates the appetite. That’s why the color is so prevalent with national food chains like McDonald’s, Pizza Hut, KFC, Wendy’s, Popeye’s and Chipotle.

Blue, meanwhile, is the color most preferred by men, and corporations often use it because it is thought to be productive and not invasive.

These and other color-related insights can be found in this infographic from CertaPro Painters:

(via Social Media Chimps)

The 5 most popular stories on PR Daily this week

Fri, 17 May 2013 21:00:24 GMT

Here are the five most widely read stories this week on PR Daily:

What ‘The Great Gatsby’ can teach us about PR

5 top traits of good press release writers

Oreo’s 'Gatsby'-themed tweet is a slam-dunk

17 email etiquette tips

8 steps to ‘tool-agnostic’ social media strategy

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70 years after it was written, a poem goes viral

Fri, 17 May 2013 18:00:59 GMT

What started as a Facebook post on a local Farmers Insurance agent’s page has swept across Little League baseball fields nationwide. A photo of a sign bearing the poem “He’s Just a Little Boy” is now hanging at some 1,500 diamonds.

It’s all thanks to Joel McKinnon of McKinnon Insurance in New Philadelphia, Ohio. He posted the photo last year, and when he saw the great engagement it was getting, he alerted the Farmers Insurance Group Facebook page manager. After it was posted to the main page, people started asking if they could get a copy of the sign to hang at their park.

McKinnon explains what happened next in a blog post on his website:

“Our next move was to make people aware of the signs being made and to see who wanted them. Farmers posted an application on their corporate page for "fans" to request a sign. More or less instantly the signs were "sold out" and we actually had received nearly 1,500 requests. Next thing you know our 500 sign project turned into 1,500.”

The photo of the sign—accompanied by a Twitter hashtag #EveryField—became a hit on Reddit, and the poem that Chaplain Bob Fox penned 70 years ago is now a part of viral culture—and a fixture at parks across America:

McKinnon adds:

"I'm really proud of Farmers, because they didn't put their name in front of this. #EveryField doesn't link to Farmers’ website. It just gives people a chance to join collectively. They're not trying to get business out of this. They're just trying to send a message to the community."

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Winning the PR Powerball: 6 tips for a successful career

Fri, 17 May 2013 16:00:55 GMT

Snagging a great job in PR can be a lot like winning the lottery. Just ask anyone who’s trying to break into the profession.

Though the allure of winning $550 million (or more, as the jackpot continues to grow) in this week’s Powerball is tantalizing, getting your dream PR job is probably more realistic.

PR Daily took a look at the highs and lows of playing the lottery and, rather than bet on the draw of six lucky numbers, created this list of a half-dozen winning skills we’d bet on to help you develop a successful, enduring career in public relations:

1. Making thoughtful choices. Diehard Powerball players often carefully consider the numbers they choose. Great PR pros are faced with choices all the time—the kind that can affect their careers or their organization’s reputation. Staying calm in a storm can settle your team down and bolster your status as a leader.

2. Going with your gut. Ever get cajoled into a Powerball quick-pick by the guy behind the gas station counter? If you’ve got a good feeling about it, you usually go for it. Combining an intellectual response with your gut reaction can help in making difficult decisions. Several CEOs call it “the tummy quotient”; if a pending decision is giving your stomach that sinking feeling, don’t ignore it.

3. Being a team player. Many lottery aficionados gather in groups to buy their weekly tickets. Being a Lone Ranger is fine every once in awhile, but if you can’t work in a team, PR is not for you. Whether guiding a group or being an integral part of the team process is key to showing the C-Suite your leadership potential or your client that you can get the job done.

4. Everything in moderation. Ever stand in line behind a lottery addict? They usually have a pocketful of cash and buy tickets to every game displayed on the counter. Then they’re back next week doing it all over again. PR is one of those professions that can be hard to turn off, especially if you’re still responding to non-urgent messages on the weekend. Stepping back and not thinking about your job for a day or two can help bring clarity and a fresh outlook come Monday morning. It can also prevent burnout.

5. Winning is only the beginning. It’s a long shot, but you could win a lottery. After the initial euphoria, the real work begins: hiring a lawyer and fending off long-lost relatives and requests from charitable organizations you’ve never heard of. Winning a new account seems like the successful end of a long journey. In fact, it’s just the beginning; it’s where the real work begins.

6. Don’t squander it. Many of us have heard the sorry fates of people who have won millions only to end up with less than they had before. Good PR pros know how to create sustainable strategies. Quick hits and one-off press releases may be fine for a 24-hour win, but failing to create a plan that builds upon potential wins can leave your clients/organization at loose ends.

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7 errors even good writers miss

Fri, 17 May 2013 14:00:17 GMT

Listen, even good writers make mistakes, from obvious repeats to subtle misspellings. It means we're human.

If you're like most writers, you're probably making common blunders on a regular basis. Don't lose heart. Awareness is half the battle: By becoming alert to typical mistakes, you become less likely to make them.

Before you publish your next blog post or submit another magazine article, do yourself a favor and check it against this list. Below are seven mistakes that even good writers miss:

1. Accidental repeats. You know that feeling of telling a friend a story and then realizing you've already shared it? It happens in writing, too. When you're not paying close attention, you might repeat a phrase, a story, or a point without realizing it. One good way to catch these accidental repeats is by reading your content aloud; often your ears catch mistakes that your eyes don't.

2. Empty adverbs. Let's be honest. When you add "really" to a verb, what are you adding? Is calling something "very" cold better than calling it frosty, frigid, or icy? The truth is, many common adverbs are empty: They add little or nothing to the meaning of a sentence and only clutter your copy. Cut them out.

3. Dangling modifiers. Dangling modifiers are a classic symptom of writing exactly as we speak. Although casual, conversational language may contain dangling modifiers, written language should not; they muddy your message. A modifying phrase should immediately precede the thing it modifies. So, instead of writing, "Setting an editorial calendar, the blog mapped months of topics," write, "Setting an editorial calendar, the writer mapped months of topics on her blog." The blog is not setting the calendar; the writer is setting the calendar.

4. Which vs. that. The words "which" and "that" are not interchangeable. Both begin clauses, but "which" clauses are unnecessary to the meaning of a sentence (and thus set off by commas) and "that" clauses are essential.

5. Overly complex words. Using overly complex words in place of simple ones is a perfect way to alienate your readers. Better to be clear and get your message across than to be fancy and lose your audience. When reading over your content, ask yourself whether the meaning is obvious. If not, rewrite.

6. Common misspellings. Most writers understand the difference between "your" and "you're," but it's all too easy to accidentally type one when you mean the other, especially if your spell-check program doesn't pick up the error. Be on guard for common misspellings such as these:

They're/Their/There
Lose/Loose
It's/Its
Effect/Affect
Weather/Whether
Then/Than

7. Your personal "tells." A writing "tell" is like a poker "tell": It's something you regularly do—without meaning to—that gives you away. In poker, it might be the way you tap your fingers when you have a good hand; in writing, it might be the way you always use words like "just" or something else. Once you identify some of your overused words or other crutches, you need to ruthlessly cut them out. Using them once in a while is fine, but using them all the time dulls your writing.

Shanna Mallon is a writer for Straight North, a Chicago Web design firm providing specialized SEO, Web development, and other online marketing services such as website content writing services. Follow Straight North on Twitter and Facebook.

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Social media: The new face of disaster response

Fri, 17 May 2013 13:59:44 GMT

On Thursday, tornadoes ripped through Texas causing at least nine deaths.

As we enter into hurricane and wildfire season, it’s a good time to take a look at how social media has shaped disaster response.

During times of crisis, those affected—nearly 1 million people are affected by disasters each year—are beginning to use social networks as a replacement for 911 call centers.

In fact, 20 percent of disaster survivors now contact emergency responders via social media. Of those who do, 35 percent reach out to responders on Facebook, and 25 percent on Twitter.

When Superstorm Sandy pummeled the east coast last fall, Instagram was a go-to source for people to keep their social networks updated. At its peak, Instagram users uploaded Sandy-related photos at a rate of 10 every second.

RELATED: In Sandy’s wake, should brands shut up on social media?

For more on social media during disaster recovery, check out the infographic from USF’s Online MPA below, which was compiled by PR Daily reader Frankie Rendón of Creative Signals:

6 ways to prepare your staff for a reporter’s visit

Fri, 17 May 2013 13:58:17 GMT

A local reporter is scheduled to visit your office in a few days to conduct an interview with you.

It’s a crucial interview for your company, one that will affect your growth, your reputation, and your bottom line. You prepare carefully, huddling with your leadership team and crafting highly memorable media messages that will gain the audience’s attention—and trust. You may even conduct a mock interview session to ensure your comfort when answering challenging questions.

When the interview date arrives, you feel well prepared. But you forgot one essential truth, one that threatens to undermine all your efforts. Having a well-trained management team isn’t enough.

Journalists know that many executives and managers have received media training, so they occasionally circumvent the official chain of command to speak with a less trained (and more candid) junior staffer. With just a few careless words, those subordinates can undermine all your media training and carefully crafted communications strategy. As an example, check out the jaw-dropping words uttered by a young professional in this video:

When reporters visit your office, any interactions they have with employees, interns, and receptionists are considered “on the record.” Unless you reach an agreement otherwise, reporters can use their comments—and they will, especially if the things your employees utter are more colorful than anything a well-rehearsed manager says.

Therefore, it’s up to you to make sure your staff knows what to do and say when they’re in the presence of reporters.

This article will arm you with six specific things to do the next time you’re expecting a visit from a journalist.

1. Assign an escort.

Assign an escort whenever journalists visit your office. That will help prevent reporters from “getting lost” on the way to the restroom, wandering the hallways, and striking up a conversation with the wrong person.

If the reporter is visiting your office to interview your chief executive, for example, you can assign the CEO’s assistant as the escort. But if that assistant hasn’t received media training and isn’t familiar with your company’s main talking points, you might consider assigning an experienced media representative from your communications department instead.

2. Forge an agreement with the reporter.

To help prevent the problem of “wandering reporters,” some organizations negotiate the terms of the interview prior to the reporter’s visit. You might consider restricting their access to personnel by asking them to agree to speak only with the agreed-upon subject(s) of the interview.

You can also negotiate what you’ll allow reporters to video prior to visiting your company. For example, you might ask them not to shoot employees’ computer screens or papers on their desks.

Although many reporters are amenable to complying with such terms, some may bristle at your request and disclose those agreements (or requests for those agreements) to their audience.

3. Notify your staff.

One week before the reporter visits—and again on the day of the visit—send an email to staff alerting them to the impending visit and reminding them of your media policy. Your media policy might allow only authorized spokespersons to speak with the press, especially when dealing with a hostile reporter or a particularly challenging subject. In those cases, instruct unauthorized employees who are approached by reporters to say that they’re not the best person to answer their questions and offer to connect them with a member of the communications staff.

Although that approach may be best in some circumstances, keep in mind that reporters may note in their stories that your employees seemed “nervous” and refused to speak with them. Plus, as a practical matter, it might be difficult to prevent journalists from speaking to someone they encounter in a hallway or common area, especially if the interaction is being recorded. (Your on-camera intrusion would be noteworthy and could become part of the story.)

Don’t leave confidential documents up on your computer screen when reporters visit, or that information may end up in the final story.

4. Brief staff with key messages.

In some circumstances, it’s better to allow your staff to answer basic questions about their work and your organization. That’s especially true if the reporter doesn’t typically write hostile stories and the focus of the interview with your company is about an uncontroversial topic.

If you plan on allowing your employees to speak with a reporter who approaches them in a hallway or during a tour of the office, you should prepare basic media guidelines for your staff, and provide them with your key messages so they know what the “company line” is.

It’s also a good idea to remind employees to “stay in their lanes.” It’s OK for engineers to discuss technical details of your company’s new software, for example, but they should decline to answer questions that are “outside their lanes,” such as those about global marketing strategy.

5. Avoid the ‘seven-second stray.’

Some reporters put their subjects at ease with a warm smile, friendly demeanor, and conversational style. If you’re going to allow staff to speak with reporters, remind them to avoid the “seven-second stray.”

The “seven-second stray” occurs when a spokesperson stays “on message” for nine minutes and 53 seconds of a 10-minute interview and then delivers an “off-message” quote that lasts just a few seconds. Journalists recognize those unplanned moments as newsworthy and often use them in their news stories. So if your employee shares a wacky anecdote, disparages a competitor, or criticizes a management decision, you can bet it will make its way into the segment.

6. Ask your employees to tidy up.

Instruct your staff to remove any confidential or sensitive papers from their desktops and to avoid displaying sensitive documents on their computer screens. Ask them to remove overtly political messages from their work areas (e.g., posters and bumper stickers) that, in some cases, can endanger an organization’s tax-exempt status. You might even ask them to do a little housekeeping to leave a neat appearance.

In order to add “color” to their stories, good reporters pay attention to interesting details within eyesight or earshot. As an example, I know of one executive who decorated his office rather lavishly, primarily at taxpayer expense. When a scandal erupted at his organization, reporters were quick to note the expensive rug and antique chair in his office. So before a journalist visits your office, walk through the entire office space, try to see the workspace through the eyes of a skeptical journalist, and make any necessary adjustments.

Brad Phillips is the author of “The Media Training Bible: 101 Things You Absolutely, Positively Need to Know Before Your Next Interview.” He blogs at Mr. Media Training, where a version of this story first appeared.

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4 misfit PR candidates you’ll likely interview

Fri, 17 May 2013 13:57:08 GMT

In the course of a recent recruitment effort, we came across certain types of applicants.

When the employment rate sits on the side of employers, candidates need to step up. We hope this gives job-seekers an insight into what won’t work in today’s competitive market.

The Charmer

This is the candidate who loves a conversation and can talk their way out of anything. They can answer every question, and they almost steal the show with quirky experiences and humorous expressions. Though captivated during the interview, we worried about substance and whether we would actually get high-quality work and commitment.

The Confider

This was a close contender to our winner because of their candor about what they can and can’t do. We felt confident this person would raise any personal or work issues, and that we wouldn’t need to worry about their being disloyal or divulging confidential information. What we struggled with was the candidate’s confidence and whether they would back themselves when it came to grueling client or media situations.

The Giggler

This candidate made us wonder if we were on “Candid Camera”; despite looking strong on paper, they made it hard to take them seriously. Instead of directly answering a question, these candidates would chuckle, breathe heavily, or actively search for an experience that would answer standard interview questions. Our tip for this job-seeker would be to familiarize themselves with interviews, have work samples ready, and do research on the company and role they’re applying for.

The Non-Committer

Juggling a number of interviews at a time, this candidate is a serial interviewee (and you may even get their application twice). They know the drill and answer the questions—even the one on what attracted you to this role—with the same script you know they’ve shared with others. They actually don’t care what job they’re going for, they just want a “job.” For this candidate, we say avoid the shotgun approach (which doesn’t work in our field)—you catch more jobs with a more targeted approach.

The Gun

This is the candidate we go for. They’re enthusiastic, they have relevant experience, they know the role, and they have researched our company. They can confidently answer questions and can identify unfortunate situations and their role in resolving them. Their personality matches the position and industry they’re applying for—they’re personable, funny, intelligent, and ambitious, yet humble and ready to dive into a new environment.

As employers receive an avalanche of applications for job openings they advertise, it’s important for job-seekers to find ways to stand out. If you don’t have the skills and experience listed, it’s better to contact the company before applying to see how they’re tracking. That way you don’t waste your time or theirs. With all the ways to communicate and build relationships—including Twitter, LinkedIn, video, and the good old phone call—would-be candidates should take a step back from auto-apply and think how they can leave an impression that lands that next key role.

Nicole Reaney is the founder and director of Australia-based boutique agency Inside Out PR, an industry leader in creativity and technology solutions. A version of this story first appeared on the agency's blog.

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Toronto’s mayor denies he was caught on video smoking crack

Fri, 17 May 2013 13:55:37 GMT

Toronto Mayor Rob Ford’s name was a trending topic on Twitter on Thursday night, but no politician would want this kind of attention.

Both Gawker and the Toronto Star published articles during the evening hours about a video which appears to depict Ford smoking crack cocaine. The Star was fairly cautious with its reporting, stating it could not verify the authenticity of the video itself nor whether the man in it, who did appear to be Ford, was actually abusing crack cocaine.

Gawker was more definitive in its take: “He was f---ing hiiiiigh,” wrote blogger John Cook.

Ford’s attorney, Dennis Morris, contacted Gawker via email. He wrote, in regards to Gawker’s plans to post a screenshot from the video:

“Mayor Ford denies such took place, and if such posting occurs, it is false and defamatory, and you will be held legally accountable. In reference to the photo you wish to publish, Mayor Ford has his photo taken daily, sometimes with others.”

The Star contacted Morris for comment, and the attorney seemed to admit the subject of the video was smoking something; it was simply impossible to tell what.

“How can you indicate what the person is actually doing or smoking?” Morris asked the paper.

Neither publication ran the video itself.

The group of Somali men who are shopping it around Toronto were asking “six figures” for it, according to Gawker. Both sites recount several details of the video, however, including a moment in which it would appear an impaired Ford calls Liberal Leader Justin Trudeau a slur often used to refer to gay men.

Matt Wilson is a staff writer for Ragan.com.

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KFC gets free buzz—from Gaza, of all places

Fri, 17 May 2013 13:54:04 GMT

Just how crave-worthy is KFC’s chicken? In the Middle East, they’re tunneling under the Egyptian border to deliver it to Gaza, according to a New York Times story.

The Times’ Fares Akran explains why something so common to some is revered by others:

Palestinians generally refer to Gaza as being under siege or blockade by Israel, and isolation from the world is among the most common complaints of people here. That can create an intense longing for what those outside Gaza see as mundane, or ordinary.

The story describes the complicated four-hour journey to get from El Arish, Egypt, past the Israeli blockade and into Gaza. There, customers are paying nearly three times what it would cost in stores.

Khalil Efrangi, a 31-year-old entrepreneur, started the delivery business. To avoid complication, his KFC orders are limited to chicken pieces, fries, and cole slaw.

In other finger-lickin’-good news…

The fast-food chain’s “I ate the bones” campaign has met with a positive response—notably from millennials—so KFC’s original recipe might go completely boneless in the near future, according to Fast Company.

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Watch: A Facebook update in real life

Fri, 17 May 2013 13:53:36 GMT

Every time Facebook updates, it seems like you have to completely relearn its functionality—especially for brand managers.

But what if the type of updates that happen with Facebook happened in other facets of your life, as well?

That was the inspiration for this sketch from L.A.-based sketch comedy group Extremely Decent:

3 reasons to find a new PR/social media agency

Fri, 17 May 2013 13:52:53 GMT

The writing is on the wall, as they say. When something’s not right with your PR firm, the problem isn’t always easy to pinpoint, but eventually it becomes glaring—if you know where to look.

Here are three signs you should start looking for a new PR and social media agency:

First, if you firm is complacent—and doesn’t enthusiastically embrace opportunities to help you achieve your communications and business objectives—then it’s time to find a new PR partner. Energy and effort are huge in our business, and opportunities must be pursued and capitalized on when they are available.

If creative thinking is met with a sour response, or high-profile media opportunities are not seized aggressively, then you should sail your ship in other waters.

Second, if your PR firm isn’t yet developing content for a variety of media channels, then it’s time to move on. Our communications category has evolved—that’s clear—and content creation is king. It’s the whole royal family, to be honest.

Clients should be able to rely on one agency to help best penetrate traditional media and social media—and having an in-house creative services team is crucial to keep the content marketing engine firing.

Finally, despite the evolution in the category and the number of significant changes the PR business has endured over the years, it’s still about executing a communications program that helps drive business. So, look for another PR and social media agency partner if your current group is not directly supporting your business objectives.

There must be a correlation between a smart, strategic plan and measureable results that have directly contributed to helping the business succeed. Be certain your agency knows what has to be accomplished, develops a strategic plan for generating results, and executes well. Or look for another agency partner.

I’m highlighting a few of the obvious reasons to find a new PR firm—but what else do you think I could add to this list?

Scott Signore is the principal and CEO of Matter Communications. A version of this article first appeared on the company’s blog.

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8 PR lessons from ‘The Office’

Fri, 17 May 2013 13:51:18 GMT

When the hit British TV show “The Office” was imported for an American audience, purists were skeptical. It didn’t take long for those skeptics to become believers thanks to Steve Carell’s portrayal of the eccentrically lovable Michael Scott, who made even the most bumbling bosses seem brainy.

The show comes to a close on Thursday evening, when NBC airs its series finale of the comedy hit after nine seasons.

Marking the occasion, PR Daily thought it only appropriate that we pay a visit to Scranton, Pa., and the characters behind our favorite paper distributor by pulling out a few of the many lessons that PR pros can take with them long into the show’s inevitable syndication:

1. Embrace the awkward. “The Office” was built on awkward moments and uncomfortable pauses, says The Boston Globe. John Krasinski, who plays Jim Halpert on the show, has made a career out of reacting to them. As PR people, you’ll be faced with your share of similarly awkward moments in your career. It’s best to tackle them head on rather than letting them fester and risking that situations will just get too weird.

2. Take charge of your destiny. Remember when Michael Scott left Dunder Mifflin and launched the Michael Scott Paper Co. in season five? That took guts. Although he eventually rejoined Dunder Mifflin, he did so on his terms. Such gumption is often necessary in this competitive business landscape, especially for the industry’s broad pool of consultants and freelancers.

3. Learn to seize opportunities. Dunder Mifflin was only a fictional paper company when the show began in 2005. Today, there’s an actual brand of Dunder Mifflin paper you can buy, thanks to Quill.com. The company, owned by Staples, launched a licensing deal with NBC in 2011 to sell Dunder Mifflin paper. Quill’s Paul Bessinger told Advertising Age that the company has big plans. “We think this thing can stand on its own and become an evergreen brand,” he said.

4. Value work/life balance. Achieving a healthy work/life balance can be nearly impossible for some. New research shows that 39 percent of employees worldwide say they have a solid work/life balance. No need to worry about balance at Dunder Mifflin. Some might say the employees skewed a bit too heavily on the life side. At the other end of the spectrum (as usual) was Dwight Schrute, who ran a beet farm and bed and breakfast when he wasn’t selling paper. That’s more of a work/work balance.

5. Be careful with those interoffice relationships. First, Angela was secretly with Dwight. Then she was not so secretly with Andy. Then while she was openly with Andy she was, again, secretly with Dwight. Office romances can turn tricky pretty quickly. Just remember: For every Jim and Pam there are a dozen or more Michael and Jans.

6. Remember that customer service is key. I’ve heard several people in the last couple of years claim that customer service and public relations are interchangeable. Seemingly small problems can become amplified by social media into big problems and—in some cases—PR nightmares. The Dunder Mifflin sales team always prided itself on customer service. They weren’t always the cheapest, but you’d always get a real person on the phone—even if that real person was Dwight. Michael may have been a bumbling boss, but his customer service skills were impeccable. There’s something to be said for someone who remembers the little stuff.

7. Don’t forget community relations. Though the show was filmed in California, Scranton was its setting. Krasinski recently told the AP that the town was itself a character on the show. The writers used real settings from the town, including Cooper’s Seafood House, Poor Richard’s Pub, and the Steamtown mall. Those have become tourist destinations for the show’s devotees. The production team and cast even held their wrap party in Scranton at the town’s minor league baseball stadium. Which leads to our final point …

8. Leave an enduring legacy. So often when we exit our client meetings or leave the companies we work for, it’s with a whimper. Maybe a few back pats, some drinks at the nearest dive—or you straight up Jerry Maguire it. Keep in mind that you have a great opportunity to leave a lasting impression on that team between giving notice and walking out the door for a final time. If you want to consider the legacy that “The Office” will leave, take a look at the new genres it spawned. The mockumentary style made famous by Rob Reiner and Christopher Guest with their movies and by Garry Shandling with “The Larry Sanders Show” was made mainstream by “The Office.” It’s tough to say whether shows like “Parks and Recreation” or “Modern Family” would exist without those predecessors.

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