Public Relations Princess

Public Relations Professionals: What Do They Do?

I watched the Indy 500 last Sunday. I'm of those people who used to care less about the Indy Racing League. Didn't care about the cars, the drivers, the sport. The noise of them buzzing by was the perfect background noise for my Sunday afternoon naps.

That is, until I worked on the Ethanol account in a public relations firm. For two years, my team and I had an incredible opportunity to shape a national debate: Would ethanol be a part of our nation's solution to our dependency on foreign oil? The people who hired us wanted to build awareness for the corn-powered fuel and educate Americans on its benefits. It proved to be a challenge. Outside of the Midwest - where corn is hauled to ethanol processing plants and turned in to pure alcohol - it did not have much name recognition. That is, until the Indy Racing League announced that it all of its drivers would use 100% ethanol in each and every race.

The day that Paul Dana, ethanol advocate and first driver of the "E" car, was killed in a test run at Miami Homestead is firmly planted in my mind. That Sunday, in my house painting clothes, I dropped everything I was doing to write a press release about Paul's death and his legacy. My thoughts bounced back and forth between the loss of Paul, his wife who was carrying their child, and my job to get the facts right. My collegue Sharyl and I traded drafts for two hours before sending it off to our client for approval.

So, back to my premise. What DO Public Relations Professionals do? Here's my take.

1. They shape the debate: Ethanol is a mandated fuel mix in many states. But winning the hearts and minds of the American consumer was the goal. My job was to identify the knowledge level of the consumer, identify strengths and weaknesses, and to use public relations channels to inform the public through a variety of means.
2. They research: The only way to measure consumer awareness was to do national research, which my company commissioned. Then, using the raw data, my job was to identify areas in which consumers needed more information, had erroneous beliefs, or simply didn't care. Knowing how to design and execute a research plan was crucial to my job.
3. They write: After identifying key messages, those were written in to all kinds of documents. We wrote an Ethanol insert for all the Indycar programs, we wrote fact sheets, news releases, media pitches, position papers, powerpoint presentations, op-ed pieces, web copy, blog posts and ad copy.
4. They plan special events: The photo above was taken at an event at a Dallas, Texas 7-11 convenience store. Our second driver, Jeff Simmons, took over behind the wheel after Paul Dana passed away. That event featured two more Indy car drivers, the Secretary of Energy of the United states and ethanol advocates from all over the country. We gave away cheap ethanol and pitched reporters all over the state. It took a lot of time and planning, but it reaped benefits in the local media and taught Texas to pronounce ethanol "Eth-an-ol" rather than "eeeth-an-ol."
5. They manage crisis situations: When Paul Dana died, the ethanol industry suffered a psychological blow. Not only was its most passionate and visible advocate dead, but he died in a firery crash in the ethanol "E" car. Not a great visual. Moving the organization past this loss and regrouping was part of my job.
6. They talk to the media: I formed relationships with media across the country while working on the ethanol account. It was my job to think of as many angles as possible, so my team worked hard on finding reporters from as many beats as we could. We ended up pitching energy reporters, business reporters, feature reporters and trend reporters. The most memorable and creative pitch my team did ended up appearing as an AP story in more than 140 different media outlets.
7. They find advocates: There were many allies of ethanol, such as corn growers, industry groups, convenience stores, "Clean Cities" initiatives, and of course, the Indy Racing League. It was our job to reach out to them and form alliances for our client, and figure out ways we could work together.
8. They tell the truth: Sometimes in the heat of the moment, it's tempting to skip steps, make assumptions, and push the button before the facts are checked. Sometimes the client is asking you to do things that push the boundary of the truth. Sometimes it's your boss. Don't be tempted to take shortcuts that will undermine your credibility with your team, client or employers.
9. They educate themselves: PR Professionals should be among the smarest people on the team. They're articulate, well-read and care deeply about the subject matter they represent. They keep up on current events, read the newspaper and know about what's going on in the world.
10. They use new media tools: There has been much debate about the role of social media in the PR world. Moving forward, I can't imagine a PR professional doing a thorough job in any industry without utilizing all tools as their disposal.

Through my experience working on this account and many others, I've used every part of my brain to help my clients put their best foot forward. I've helped them make business decisions, challenged them to think about certain issues in a new way, given them fresh perspective.

(And I want to reiterate: I was only one person on an entire account team. No one person could have done all this work! I simply wanted to give real examples of all the types of work a PR person might be expected to do.)

It's invigorating. It's why I love my job. PR is an awesome career.

 

Public Relations Buzzwords Set Back the Profession

This post was inspired by Entrepreneur's recent article on why NOT to hire a PR firm. They did a pretty good job of covering the reasons companies panic and try to hire a public relations agency or other professional to generate some positive PR ASAP.

While I was reading the article, I started remembering all these random words that I've heard in new business meetings with these type of clients. Their lack of understanding of what PR is and what it can do is represented by the words they use. I cringe when I hear these words bandied about by people who clearly have no idea what real public relations work entails. Here are my "Top Three" words that drive me nuts and why they should be banned from both client and public relations professionals' lexicons.

1. Buzz: Using the word "buzz" indicates that a client wants to create some sort of excitement in the community about an upcoming product or service. A news release is not the way to get there. True "WOM" (word of mouth) passing of knowledge occurs organically when the right channels are used.
2. Spin: I truly loathe this word. It cheapens everything a public relations professionals do and all we stand for. It implies that you want me to take your dirty laundry and magically transform it into crisp white sheets on the clothes line. Truth is the best cootie spray you can get. Use liberally. Rinse, repeat. No spinning necessary.
3. "Placements:" I put this one in quotes because it is such a misnomer. The word implies that a public relations professional can take your crappy story idea and magically place it into USA Today or the Wall Street journal. I would choose another analogy: Shoe leather hitting the street and knocking on 100 doors. Only three open the door, even a crack. Only one lets you give your sales pitch. That person then waits for the man of the house to get home (editor) and then MAY buy what you are selling. But probably not.

There are certainly more words out there that simply do not represent what good public relations people can do for their clients. I'd be happy if these three could be eliminated. I think it starts with PR people banning the words from our own vocabularies and then teaching our co-workers and clients different words instead. What is your least-favorite PR-related word?

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.

What is Public Relations? Top 10 Things PR Can Accomplish

The number one question people ask me, bar none, is simply: What is public relations? A close second and third: What does a public relations practitioner actually do and what benefits do businesses who hire me get in return? I'm going to try to address the answers to all of these questions in one post.

My best answer to what public relations is: Public relations is a process by which the attributes, benefits and stories of an entity are highlighted in the news media or in other arenas.

Public relations tactics are specific actions that are taken to bring these stories to life.

I've never seen a business that does not need public relations at all. When sales are up and business is rolling in, many owners and managers see no need to spend money on PR or marketing. If fact, they say, we couldn't handle the extra business if it came our way.

This reflects a somewhat twisted view of the fundamental reasons to practice PR in business in the first place. Perhaps the most prominent role of PR in a company should be to build the reputation of the company and increase its "store of goodwill." Increased sales and monetary gains are possible outcomes of public relations execution, but in my opinion should not ever be the sole reason for a PR campaign.

The ongoing reputation management is the ultimate reward for consistent public relations efforts. Media relations campaigns are also part of the mix and should be planned on a regular basis, when there is news to tell. However, I often advise my clients work their plan, but ALSO take advantage of more on-the-spot opportunities. For example, if my client was a car dealer, I would have recommend less sales-y pitches during the "Cash for Clunkers" government rebate. I tell them to try to tie your PR efforts to a national trend when possible. And, keep your stories people-oriented, not "thing" oriented. Story telling is alive and well, and the best stories, of course, feature real people.

Here are the top ten things that PR can do for an organization.

1. Provide credibility: Using relatively non-biased third party sources
2. Promote community involvement: Prove your organization cares about others
3. Show thought leadership and expertise: Smart people with good ideas always have something valuable to share
4. Showcase corporate culture to potential employees:  Future employees use the web to research your organization
5. Praise employees: Awards, promotions, human interest stories
6. Increase sales: PR can create the atmosphere for increasing sales and creating demand for a great brand
7. Boost advertising and social media programs: PR works best in cooperation with an advertising or social media effort and (obviously) repetition creates a more lasting impression
8. Create top of mind awareness: People may not need you now, but they will think of your biz first when they do
9. Protect the organization's reputation during a crisis: This cannot be emphasized enough! Every business needs a "store of goodwill" to cushion a hard fall
10. Use storytelling to convey how the organization benefits its customers/constituents: As I tell all my clients, if you have a story about a real person and how your business helped, TELL IT!

Did I miss anything? Share your thoughts!

Andrew Cohen's Outrageous Comments About PR Professionals

I cannot remember a time that I was more outraged by a commentary on national TV. Andrew Cohen, a legal analyst for CBS news, was allowed to unleash this vitriolic opinion piece during the highly regarded CBS Sunday Morning.

I watch this show like clockwork every week. You can be sure I'll be watching for an apology to all the hard-working and honest PR professionals whom he completely insulted and berated.

Ya know, I hear an awful lot of lawyer jokes, but I don't repeat them, because I know a ton of great, skillful and ethical lawyers out there. Then again, there are a few bad apples, like the guy I know who was treated to beers by his lawyer the day after his DUI probation ran out. Yep. True story.

The story Cohen refers to here is the supposed loose morals of one Scott McClellan, a press secretary for George W. Bush. Not your typical PR professional in either job title nor fact. Does anyone out there even know if McClellan was ever a member of PRSA? Anyhow, here's the video.

Chris Anderson's PR Rant

Chris Anderson, the author of the critically acclaimed book, "The Long Tail," had a bit of a hissy fit on his blog last week. PR Princess has been very busy getting fitted for a new tiara, so mea culpa, I just noticed Chris' rant.

It seems that he is sick of getting spam from PR professionals. He's right on that account. Anyone who still sends news releases to hundreds of reporters at a time with no attempt to target the messages should be flogged with a wet noodle. Or, I could swat them a few times with my wand. Ouch, that could leave a mark.

However, as the editor of Wired, where he receives the offending messages, he also has a responsibility to provide a system by which legitimate PR pros can get a message to the magazine. If Wired wants to be "invite only" then take the generic email address down.

Here's a solution: Provide the email addresses and beat description for all of Wired's reporters. Let them block the spam themselves. If someone sends them an email that is not targeted, send them one polite warning. Next time, stick 'em on the spam block list.

This is not brain surgery. Wired obviously is sick of the spam, but it's not doing anything proactive to help its readers direct their queries and story ideas. Anderson's solution of posting the offending email addresses online is an unacceptable breach of privacy and something that they would rant about if someone else had done it. Shame on Wired.

I sent Chris Anderson a quick email today to introduce myself, and gave him a virtual hug. He seems like he needs a good stiff drink and a massage. I'll let you know if he gets back to me.