Public Relations Princess

Checklist for PR Majors: Before You Walk, Check Off Social Media Skills

I've spent a lot of time with students at Drake University, Simpson College, Iowa State University, the University of Iowa, UNI and Des Moines Area Community College the past two years. There are many bright students out there, for sure. Unfortunately, the classroom is not the best place to get to know these young people. But strike up a conversation on a social network, and you get a more accurate snapshot of the subjects they're interested in.

It's a paradox then, that these students, who live their lives on Facebook, don't really know much about the value of social networking in a business context, or its value in public relations, or its value in crisis communications. This bridge between the "social" nature of social media and the "media" aspect should be built during college. Once graduated and in the working world, these bright young people may not have the luxury of time to think about these connections again, until they're faced with writing a plan for a client or employer, who will expect them to know.

Unfortunately, most public relations programs still treat social media as an ancillary specialty, much like an appendix. There are many reasons for this. Sometimes it's because the professors don't know enough about social media in the context of a PR career to teach it. Sometimes, old school classes are taking up too much time on the required class list. So, I've come to the conclusion that students need not wait for a formal class to learn about social media. They should check the items off on this list themselves.

1. Learn how to shoot, edit and post video: Buy an inexpensive Flip, or simply use the video function on your point and shoot camera. Look into free editing software such as Microsoft Movie Maker or Apple iMovie. The goal is not to become the next Steven Spielberg, but to just become comfortable with the general process. Post the video to YouTube and tag it.
2. Learn how to record a podcast. With the free microphone that comes with most computers, and a free software program such as Audacity, you can create a simple audio file. Use this opportunity to hone your interviewing skills, which you will need when you become a PR professional.
3. Create and write regularly on a blog: There are many good free blogging platforms out there, such as Typepad and Wordpress. I'd avoid Blogger just because I find it to be limited. Blogging teaches many things and hones writing skills. It also provides lots of practice in posting pictures and videos.
4. Get on Twitter and learn how to use it. Follow your classmates and professors, your university, or anyone from the city you live in. You'll start to build your own following very soon.
5. Collect internships like seashells. If no perfect position presents itself, market yourself as an intern to a local nonprofit and offer your services to get them up and running on social media for six months.
6. Clean up your Facebook page and make it more adult-working-world acceptable. No need to scrub it clean, but use discretion in what pictures of you are tagged with your name.
7. Join LinkedIn and use contacts you make during internships as your first connections.
8. Figure out social media strategy: Write a paper on using social media in the business world and highlight some great case studies. Be sure to make a clear connection between strategy and tactics. Why was social media used? Did it help solve a problem? Did it produce measurable results?
9. Take Internet Marketing. There are lots of old-school digital marketing classes that can teach you about CRM, email marketing and SEO. A lot of what you learn will apply to social media as well.
10. Get involved. There are many opportunities to help your school, your local PRSSA chapter, as well as your community. Show initiative and get out there and do something. Put it on your resume as a volunteer position.

I've noticed a disturbing trend with my students and have heard the tale from fellow professors: Students are so used to being told what to do that they're losing all initiative and curiosity. That is the worst possible trait to carry into a new career. Delve into your creative side and tackle social media while you're in college. No one will be there to tell you how or what to do. And that, in my opinion, is the best part.

Ethics in Public Relations Never Go Out of Style

September is "Ethics Month" in the Public Relations field, officially. But anyone who has ever practiced in this field knows that building and maintaining good professional ethics is a year-round task.

While PR professionals occasionally get their asses handed to them by media pundits or reporters, most of us are ethically trying to help our clients navigate the slippery slopes of the world without falling flat. In some studies I've read, PR people are even rated as low as car salespeople. That is depressing for a group of people, that by and large, pride themselves on thinking through pitfalls of the modern world.

Thank goodness that another study has been done that focuses on the specific attributes of public relations professionals. It's no surprise to me that the study found that public relations professionals have a highly developed sense of ethics. Here's my favorite finding from the study:

"Relying too much on externally imposed standards indicates lower critical thinking among PR professionals and keeps them from growing cognitively."

In other words, having ethical standards ingrained in you is better than having some outside canon of ethics on the wall. The study finds that public relations practitioners have a more highly developed sense of ethics than surgeons and other business professionals. It may be because PR professionals are often asked to do things that are unethical or at least not telling the whole truth.

The first time your boss or a client asks you to do something that is not ethical, your skin will crawl. Trust your gut. Speak out. You might be surprised at the reaction.

A few years ago, I objected to an assignment that was being suggested by my boss. It turns out that I was right. I explained the dilemma to my client and they saw that it was not in their best interest in the long run to pursue that route. They would have had to take a chance that people would ONLY believe their side of the story and not question it. But the whole reason they were on the PR hot seat in the first place is that others WERE already questioning their side of the story.

Know your ethical standards but listen to your gut. What's your best personal story about ethics?

Christine Comito, Des Moines School Volunteer and Mom Extraordinaire

You know when you were that new parent in the PTA, and there was this one mom across the room, who seemed to know everyone, everything and had it all together? Oh, and who, by the way, had brilliant kids, an adoring husband and on top of that is cute too? Oh and did I mention she is NICE as well?

Christine and me were never in the PTA together at the same time because my kids are a little older. But through her husband's hilarious Christmas letter every year and a party at their new house a few years ago, I pieced together the facts. Christine Comito is a SuperMom. Not in the country-club way. Not in the Barbie-doll, french manicured highlights way. She's literally a super Mom. Someone who cares enough about her own kids and their school that she volunteers there weekly. By the way, all three of her kids are in the Talented and Gifted program in the Des Moines Public School system and she has served on ITAG's board of directors for years.

A couple of months ago, her (aformentioned adoring) husband Brendan nominated Christine for an award at a local radio station, which of course, she won. I wonder if Brendan knows anyone on the Nobel Committee because I can tell you fo shizzle that Christine has done more to promote World Peace than President Obama!

Christine and I had a conversation on Facebook about the curriculum in the schools a week or so ago. It's led me to invite her to be a guest on my show today. The number-one factor for me when selecting my guests is PASSION for their subject. Christine has passion for teaching and learning, so it's guaranteed to be a fascinating discussion. Please join us today at 4:00 CST on Des Moines Local Live at macsworldlive.com!

i_Blog Conference at the Hotel Pattee in Perry, Iowa

This weekend, I was invited to kick off the first i_Blog conference at the beautiful Hotel Pattee with a talk on the subject of using Twitter to draw attention to a blog.

Pretty standard stuff for a social media consultant like me. I was a last minute sub so I didn't get to do my usual pre-conference polling of attendees to see what their learning needs were. Didn't get to see a list of what companies or walks of life they came from.

Now, I'm so glad I didn't. I remembered the best thing about social media is listening and learning from those around you. Listening to questions and comments from the audience guided me to the next thing I needed to say. So thanks, i_Blog conference attendees, for allowing me to be a small part of your day. I enjoyed meeting each of you. And congratulations to Jody Halsted of "Have Kids Will Travel" for putting on the conference and being such a gracious host.

The photograph here is of a book about the Hotel Pattee in Perry that was given to each of us by hotel general manager Todd Bordenaro. The rich photographs and text draw you into the history of the place and make you want to live there! It is without a doubt one of the coolest places in Iowa and a great place to hold a quiet and productive corporate retreat, a board retreat for a non-profit or business, hold a fundraiser or a special event. Call Todd Bordenaro at the Hotel and make an appointment for a tour of this wonderful gem in the heart of Iowa.

What Des Moines Iowa Needs

(Photo credit: The Des Moines Register)

I've been thinking on this post a long time.

First off, let me say that Des Moines, Iowa is one of the most "together" cities in one of the most "together" states in our country. Iowa is doing a decent job of managing its fiscal house, and Des Moines is like the gigantic heart that keep the whole thing beating and moving forward.

Des Moines is my birthplace, my homeland, my North Star. I have a lot invested in the success of this city and state. I was raised here, got married (twice) here, raised my kids here, worked here, walked my dog here, drove the roads here and paid taxes here for 43 years now.

Without further ado, here is my Top Ten Recommendations for what Des Moines needs to make it an even better place to live:

1. Earthpark: Yes, that Earthpark. Ted Townsend had a bold vision for the future. Many towns in Iowa went through the initial vetting process to be the chosen place. Des Moines was too chicken to support the vision. Too bad. It would have been awesome tourist attraction, research facility and educational institution for years to come.
2. A LARGE downtown hotel adjacent to Wells Fargo Arena and Vets. If you've ever been to a "big city" for a conference, you know that a large hotel, connected to conference facilities, is absolutely essential to attracting convention business to the city. We'll never be the "showcase city" we want to be without this feature. I'm not saying we should try to be Vegas or Chicago. Just be able to attract mid-sized conventions. That's all.
3. Better public transportation: The bus system we have now should be expanded to include two or three hubs so that people don't have to go all the way downtown to switch routes. We could use smaller buses for inter-route transfers and such. If the suburbs don't pay their share, then let them figure out their own public transportation. That brings me to my next point:
4. We need a county-wide government. Des Moines should not be competing with its own suburbs for new companies. We're all in this together. Plus, we have a ton of common interests that tie us together, for example: transportation, water use, the landfill, economic development and suburban sprawl just to name a few. This was a real movement here a couple years ago, and its an idea that bears looking into again, especially because of the recession.
5. Higher student achievement standards: In some schools, more than 50% of kids who start as freshmen do not graduate on time. Who do you think is paying for that down the road?
6. Fewer chain restaurants. We have so many great local places, why eat a Mc-anything???
7. A tollbooth on each end of I-235. Yes, I am suggesting that visitors to our fair city help us pay for all the non-profit organizations we support.
8. A public policy "Think-Tank." I would prefer a liberal one, of course. Due to our Iowa Caucus "First in the Nation" status, it could be a very prominent one. We have several excellent public policy shops in the area, but a major think-tank could attract academics, news-types, and a whole host of smart people to Des Moines.
9. A Social Media Club. We have "CIB," (Central Iowa Bloggers) but I'm feeling the need for something a little more formal and educational. If you're interested in helping get the club off the ground, let me know.
10. Something for the teenage crowd to do. Think Des Moines Social Club, only for those under 18. And without the bar. My daughter tells me only nerds would do something like that, but I say, great. I like nerds. I've always told my daughters to be very nice to nerds, because one day they will be your boss.

What do you think Des Moines needs? Or are we perfect the way we are? :~)

PR Princess Takes the Day Off and Welcomes Brooke Benschooter

The PR Princess is taking a day off and I'm very pleased to welcome my friend Brooke Benschooter to the show. You have have heard Brooke subbing for Michael Libbie on Insight on Business. Today she's filling in for me. I have no idea what she'll be talking about, and you know what? I am totally fine with that. Brooke has more than 20 years in the Public Relations and Marketing World, most recently at Drake University.

Tune in to MacsWorldLive.com at 4:00. Let me know what you think! Thanks, Claire

Top Ten Tips For Controlling Expenses (and Claire's Awesome Chicken Noodle Soup Recipe)

Did you know that Forbes has a new section of its Web site completely dedicated to women? Yeah, pretty cool. I am enough of a feminist to think that this seems unnecessary, however, after reading through it and joining the Facebook group, I've decided that its a good thing. Forbes Woman is looking for female bloggers to participate in a discussion about how you handle your personal finances. That's where the inspiration for this post came from.

After losing my full time job in April, I re-evaluated my finances to determine where I could save money. But the truth is, three years before that I had already taken decisive steps to turn my financial ship around.

Here are my Top Ten tips for aligning your financial life for greater stability and peace of mind:

1. Get out of credit card debt. Three years ago, I had two credit cards that were basically maxed out. A couple of times I had paid late by a day, and since credit card companies are basically vultures that would just as soon peck your eyes out of your head than help you, I consulted with a local consumer credit counseling service. They helped me renegotiate my debt and lower my interest rate. I just finished my program, which took about 32 months to complete.
2. Save as much as you can in your company 401k, or contribute the max to an IRA every year. I subscribe to the Suze Orman rule of "paying yourself" before you pay other bills.
3. DO NOT TOUCH YOUR RETIREMENT MONEY. I made the mistake of loaning myself money from my 401k to pay for a car for my daughter. When I lost my job, that loan needed to be payed back before the end of the year so that I did not suffer tax consequences.
4. Save a six-month cushion (emergency fund) in a savings account in case you lose your job. It will take real discipline to do this. I suggest using an online service like SmartyPig.
5. Refinance your mortgage. Rates are at historic lows. Try to use a local bank or credit union so your business stays local. Big banks are busy right now due to all the mortgages being processed for the real estate tax credit.
6. Stretch your grocery budget by using coupons and not going to the store as often. When supplies run low and you would normally go to the store, try going a few more days and preparing meals with what you have left. Go to discount grocery stores to stock up on staples once every three months. Utilize a pantry space to store extra non-perishables. Mine is just a wire baker's rack that I bought at Costco.
7. Switch brands of personal care products. Try replacing half of your personal care products with less expensive items.
8. Lengthen times between personal grooming services such as hair cuts, manicures, pedicures and waxing. If you normally go once a month, go every 6 weeks instead. Use home-based touch up products if you need to. Don't forget Fido. Dogs can wait another two weeks for grooming too.
9. Skip the $5.00 latte. Make coffee at home and buy a nice travel mug.
10. Eat at home and make extra to freeze. A gigantic pot of chicken noodle soup (recipe below) costs about $23 dollars to make and can make more than 25 individual servings. Bring your lunch and carry a couple granola bars and a bottle of water where ever you go, so you're not tempted to buy expensive convenience store items.

Claire's Chicken Noodle Soup Recipe:

Ingredients:

4 32 oz. cartons of Swanson chicken stock
5 lb. bone-in chicken thighs (skin on for flavor)
4 large baking potatoes (Yukon Gold is not a good choice for this recipe)
8 large carrots
2 large white or yellow onions
4 large celery stalks
2 12 oz bags of frozen Reemes egg noodles
1 cup frozen peas
1 cup frozen corn
3 bay leaves
salt and pepper
2 tablespoons chicken stock base (yellow paste-like stuff in a small jar)

In a large soup pot (extra big) or two smaller pots, place chicken thighs in pot and cover with water until submerged at least three inches under the surface. Add some salt and pepper. Bring liquid to a very gentle boil and then simmer for 40 minutes. Be sure the liquid does not violently boil. I use chicken thighs because they're cheaper and more flavorful. Breasts can be substituted, but make sure the chicken has bones. Bones are what cause the soup to be full-bodied and have the right texture.

After cooking the chicken, remove from the liquid and place flat on a baking sheet to cool. Add the stock to the soup pots and bring to a gentle boil. While the chicken is cooling, chop the vegetables in this order, and add to the pot once prepared. Onions (medium dice), carrots (I cut into coins or on a diagonal into slices about 1/4 inch think), potatoes into 1/4 inch cubes (or whatever you consider bite-sized), celery. Add salt and pepper to taste and the bay leaves. Add the chicken stock base and give it a good stir. Taste the broth again and make sure it has good flavor. Adjust the salt and pepper to taste. If it's too salty, add water. You can also add water to add more broth to the soup at any time.

Pull the chicken off the bones. Discard all the bones, skin and fat. Dice the chicken into bite-sized pieces and add back to the pot. Break up the Reemes egg noodles into smaller pieces and add them into the pot while frozen or semi-frozen. Bring the pot(s) back to a simmer, and then add the peas and carrots. By this time, your pot should be very full. Sample the vegetables and noodles to make sure they're almost done. Simmer for another 10 minutes before serving.

Allow the soup to cool significantly, and then ladle into serving-size plastic freezer containers or even freezer bags. Try to remove most of the air before freezing. Place a piece of masking tape on each container and write the date. To thaw, defrost in the microwave or place into a warm water bath and then heat to boiling. Enjoy!

Technology Association of Iowa's Leann Jacobson My Guest on Public Relations Princess

Leann Jacobson is a rare find in Iowa: A woman in the technology field. But not just any woman. She's the leader of Iowa's largest technology professional group, the Technology Association of Iowa.

Wednesday November 4 on my Public Relations Princess Internet Radio show, Leann will be my special guest. We'll be talking about the Technology Association, its member benefits and exciting things that are happening in the organization.

Leann and I go way back to the DMAM Rotary Club (man that was a long time ago) and I can't wait to catch up with her and find out more about this great organization.

Leann Jacobson brings over 25 years of business and entrepreneurial experience, including 18 years at AT&T, to her role as president of the Technology Association of Iowa. Her tenure at AT&T included leadership positions in sales, marketing and government affairs – where she retired as regional vice president in 2002. She then founded Capitol Gains, a multi-client public policy firm, and served as its president and chief lobbyist. The firm successfully represented a broad portfolio of clients focused on business, economic development, arts and culture and child welfare.

In May, 2005 she assumed the role of president of TAI.

Ms. Jacobson graduated with highest honors from Bethel University in St. Paul, Minnesota with a Bachelor of Arts degree in Business Management. She is an Executive Committee Member of the Council of Regional Information Technology Associations, has served on numerous non-profit boards, and is the founding director of Iowa Women in Public Policy.

The show is from 4-5 p.m. CST on November 4. Just go to MacsWorldLive.com and tune in!