Posts Tagged 'PR'

What Will PR Look Like in 2017?

2017-countdown

Hello, and Happy 2017!

We’ve read a lot of predictions and assessments about public relations and media coming into 2017. Here’s one reposted here from AdWorld, that pretty much describes that landscape that we see. If you’re not familiar with the terms media convergence, reputation management, influencer marketing, big data, etc., you’ll surely want to read on. Even if you are, this is a good read to make sure you’re ready. We’re also eager to compare notes and find out what you’re thinking and seeing for 2017, so please don’t forget to comment at the end.


Like many industries, the world of public relations is changing rapidly. Michael O’Keeffe, chief executive of PSG Communications looks at ten key trends that will have an impact of PR professionals

  1. Convergence

There was a time, not long ago, when you knew who your competition was. They offered the same services more or less, charged in around the same as you and looked and talked pretty much like you did. Now however, all has changed. Read more.

PR Or Lobbying? Astroturfing by Another Name

So, we’re back briefly on one of our favorite topics–public relations vs. lobbying. This time, Public Relations (PR) Concept.
U.S. Senator Elizabeth Warren weighs in on astroturfing, or lobbying under the guise of public relations, via the New York Times video.
“This Is Thinly Disguised Lobbying,” she says. Check it out here: http://nyti.ms/2aGaAYo

When PR Pros Are Required to Register As Lobbyists: A Case Study

business interactions

From Ireland, here’s a case study that shows what happens when PR people aren’t vigilant against legislation that equates public relations activities with lobbying. In sum, PR pros register, others don’t.

Calls to ‘name and shame’ non-compliant lobbyists

PR industry believes legal and other professions have not reported lobbying activities

Legal firms engaged in lobbying activity are not thought to be complying with the legislation to the same extent as public relations professionals.

Organisations that do not comply with lobbying legislation introduced last September should be “named and shamed”, the Public Relations Institute of Ireland (PRII) has suggested. Read the full story from Irish Times here: http://www.irishtimes.com/business/media-and-marketing/calls-to-name-and-shame-non-compliant-lobbyists-1.2653590

Blurred Lines: When Marketing, PR, and Content Overlap

Worth repeating … we ran across this article a short time ago and thought it caught the essence of what it’s like for PR pros and marketers in this new world order of content development and social media. So we’re re-blogging it here to share ideas on how you can competitively maximize the potential of a truly integrated marketing effort. We’re sure you’ll enjoy reading, and perhaps learn some new ideas too! Be sure to let us know below.

Blurred Lines: When Marketing, PR, and Content Overlap

by Aly Saxe  |

March 17, 2016   |  4,165 views

From social selling to new opportunities with mobile advertising, every marketing organization now has a cornucopia of channels through which to work its magic.

Yet, different channels and opportunities demand different skills, and the effort needed to coordinate all the necessary components and team members is immense. It can be confusing at best, unproductive at worst.

Let’s take a simple example: an infographic.

You’ve compiled the information and applied beautiful design. Now what? You probably have 10 different channels to send it through. Should one person own every channel and strategy for promotion? I mean, it’s just a simple infographic, right?

The answer is “no,” and here’s why.

Read more: http://www.marketingprofs.com/articles/2016/29554/blurred-lines-when-marketing-pr-and-content-strategy-overlap#



 

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More noteworthy news: If you’re a regular, or even occasional reader of the PRDoctorChicago blog, you know that a subject near and dear to us is the difference between public relations and lobbying. We frequently write about and advocate for a better understanding of the differences between the two communications disciplines. To that end, we express kudos to major PR organizations and firms who stepped up in March to challenge the New York State Ethics Commission ruling equating public relations communications with lobbying. This is a significant step, and one that bears watching, as the industry moves forward to challenge the efforts of those outside of PR to define what the industry is. In case you missed, simply click this link for an overview of event.

It’s Public Relations, Not Lobbying!

Despite arguments to the contrary, New York State’s Joint Commission on Public Ethics has ruled to expand the definition of lobbying to include PR professionals–a prospect we called chilling, and now actually alarming.

To help make our case against this ruling, we call forth this missive from the nation’s “community organizer in chief.”

“To my mind, there’s a difference between a corporate lobby whose clout is based on money alone, and a group of like-minded individuals–whether they be textile workers, gun aficionados, veterans or family farmers–coming together to promote their interests; between those who use their economic power to magnify their political influence far beyond what their numbers might justify and those who are simply seeking to pool their votes to sway their representatives. The former subvert the very idea of democracy. The latter are its essence.”

-Barack Obama, The Audacity of Hope

Barack Obama campaigning on street

Public Relations vs. Lobbying-Part II

business interactions

By far, one of our most popular posts was on the topic of Public Relations and Lobbying, published back in 2012. Since that time the post has been continuously circulating. With proposals potentially impacting public relations now being reviewed in the legislatures of several states, the circumstances call for a timely update.

The most well-known of those bills now being considered is in New York, which follows the pattern of similarly controversial proposals in Massachusetts and Los Angeles. These bills range from proposals requiring public relations professionals to register as lobbyists to those that would restrict lobbying efforts by nonprofits. As we said before, such proposals would seem to us to have a chilling effect on the public relations profession, but to also raise the alarming spectre of infringements on free speech and social justice.

The blurring line between public relations and numerous other disciplines, including lobbying, calls for PR people to be alert and vigilant on understanding the differences between these professions.

As we said in our previous posts, citizens have a long history of organizing and petitioning our government for redress and for actions on behalf of the common good. We liken such grassroots movements to the Federalist Papers, which helped establish the basis of governing in our democratic society. And yes, while we are aware and watchful of many disguised special interests who have, and continue to hijack or simulate grassroots movements to achieve self-serving ends—a disingenuous practice known as astroturfing—we, nonetheless, think the right of citizens to organize and to use legitimate public relations practice to raise awareness and advance their causes is a protected right. Such is guaranteed by the U.S. Constitution. It is the tenets of the profession—not occasional overlapping methods—that we believe favorably distinguishes public relations from similar activities and pursuits.

Public relations

does not seek

negative

outcomes.

In more than 30 years of public relations practice, our mantra has always been: Public relations does not seek negative outcomes. In other words, PR doesn’t seek to tear down something else; we use it to constructively demonstrate the positive attributes or reasonings behind our cause—in other words, building something up: an idea, a cause, a product, a service, a solution, etc. And we do so with persuasion as our principal tool. It’s the honest value, true belief in and understanding of the benefits of our client’s position that fuels our work.

So, despite a popular belief, especially during this political season, that “going negative” in method, outreach or advertising works, we firmly believe that going negative in outcome, approach, message, methodology, etc., will never achieve big-picture goals and the objectives needed to anchor public relations. On those rare occasions when we make comparisons, the differentiations are based on real differences, and not on the cynical notion of winning by making the other side lose.

Watchwords for PR: Be Brave

Courage-CS-Lewis
Over the course of a PR career, you’ll have many opportunities to stand up–or stand down, as it were–as a professional. The choices you make will define your life and your career. Looking back, our enduring words of advice for PR folk is “Be brave.”

We sat down to reflect on different experiences we’ve had along our public relations paths that may be fairly comparable to what any pro may face over the course of a lengthy career. We share a few of them here, not specifically as a how-to guide, but with the hope you’ll view them as “opportunities” to learn to be brave and handle some adversities you may encounter as a PR pro. Ultimately, isn’t this is our raison d’etre within an organization?

Internal Conflict/Office Politics

This simple adversity, may be one of the hardest. Why? Because, at worst, it can be toxic and demoralizing to a vibrant and productive organizational culture. One of our colleagues here once worked in a supervisory position where one of her reports had set her sights on our colleague’s position as a supervisor. It was a messy situation, characterized by dishonesty, subversion of work and intentions, and lack of accountability on the part of the report. How to deal with it? Protect your flank: 1) document instructions, expectations, and policy/processes; 2) challenge threats, attacks and subversions directly, using accumulated documentation. Don’t be afraid to have difficult conversations. Be prudent, be thoughtful, never speak in anger. Take a walk, if needed, before or after hard conversations. But don’t hesitate to cast down negative aspersions. Also, if you have the authority, don’t be afraid to realign responsibilities to ensure more accountability. If you don’t have the authority, make sure you create an open line of communication with someone who does.

External Disinformation Campaigns

As PR people, we’re always looking to build greater awareness of and loyalty to our product, service, cause or organization. Occasionally in a career, you may run across an intentional effort by others outside your organization to damage your brand, reputation or cause. You’d be wise not to ignore it, but be prudent in your response. Don’t overreact: match the resources expended to the degree of threat. On a few occasions while doing grassroots coalition building and field work for public policy or civic causes, a couple of us have encountered these intentional efforts to mislead. Frequently, these astroturfing efforts–as they are known–are disguised as another grassroots effort, but most often they’re backed by special interests with a particular business stake in a public policy issue. It’s during these occasions that we’ve found your networks, partnerships and collaborations to be invaluable. Creating feedback loops among these partners can be an effective early warning system to dangers in the environment; moreover, their ability to quickly reach their respective constituencies via owned, social or other media can be crucial.

A Life-Threatening Situation or Life-and-Death Crisis

This involves situations, although not on a mass scale, where people have been (or can be) hurt or injured, sometimes fatally. While we hope no one has to deal with this kind of crisis, given the times we live in, the possibility always exists. With that in mind, here are some of the situations we’ve experienced and what we’ve learned.

Tragically, on more than once occasion, a couple of us have been involved in communications related to loss of life. The circumstances vary quite a bit. In one situation, an employee was found dead (presumably killed) while performing his job responsibilities. We know of another where a client was accidentally drowned while swimming in a pool. In yet another, a client was hurt in an attack by another on-site visitor. In situations such as this, what you can say will be limited, initially, due to unfolding circumstances, police or other law enforcement investigations, and sensibilities to family, friends, fellow employees, even legal considerations. Recognize that at some point—preferably sooner rather than later—you’ll have to say something. You’ll have to explain, give account, reassure. You’ll need to balance fact, with empathy, compassion, and noting appropriate safeguards. Choose words carefully, demeanor cautiously, and perhaps most importantly, the company should speak with a human voice.

Again, our purpose isn’t to claim expertise in dealing with crises; PR crises are all different, but we have been through a few. We also aren’t looking to provide a how-to guide for coping with or managing a crisis. That’s well beyond the scope of what we’d do in this post. Yet, one continuity running through all of these situations is the requirement to be brave. That, in turn, means being level-headed, informed and in control of emotions, which will help in taking control of events. Our mission here has been to describe a few of the most difficult PR situations you might encounter, which demand knowledge, grace and empathy. Most of all, they require the PR professional to summon up the courage to respond insightfully in these situations.

Be sure to let us know below what you think, and difficult PR experiences you’re aware of.

PR In a Box?

Can good PR come in a box?Open_cardboard_box

In other words, can effective public relations be done so pre-planned and packaged that it literally can be delivered in a box? Before you respond viscerally and suggest a resounding no, recognize that we’re not the only ones pondering this question

Our 30 years of experience in PR tells us that effective public relations can come in a box. We’ve done it, to much good effect, and we know others have too.  So this post is about how, and under what circumstances, pre-packaged public relations can be accomplished.

Several years ago we worked under contract with a government agency that was opening numerous satellite offices almost simultaneously. Two things quickly became clear: Local staff were too new and too busy (after all, they were opening an office and gearing up for local operations from the ground up—think logistics, hiring, training, etc.) to handle additional preparations required for an office opening event; also, there wasn’t sufficient PR staff or budget to dispatch an on-site pro to handle every satellite event. What to do?

Here’s where our experience kicked in. We realized that when you have multiple events/activities, so similar in purpose, nature, format, goals, etc., and they are occurring repeatedly or quick succession, the process almost begs for a formulaic or template approach that borrows from previous experience. In fact, truth be told, most PR people would readily admit that success in one aspect of PR automatically provides a kind of template or reference sheet for handling a similar activity in the future. That’s the benefit of experience. Nonetheless, we clearly want to make the point that pre-packaged PR is clearly not all that’s needed for success. Implementation, and what happens on the ground, is still the key. What’s done by those charged with delivering on the pre-packaged plan is still crucial to overall success. So, these are the things that we think can be pre-planned, or created from a distance, and delivered in a box by thoughtful pros attuned to the local situation:

  1. Strategy: What is the situation on the ground and what role will this activity play in addressing the situation? What is the purpose of the activity? Its goals and expected outcomes? Who needs to be involved, and how should the event be orchestrated? The answer to these questions will constitute a plan and checklist.
  2. Messaging: What are the messages that need to be communicated during this event and who’s most effective in delivering those messages? The answer to these can be the beginning of a script.
  3. Project Deliverables: The culmination of the strategy and messaging as copywriting in final formats to be used on site, e.g., news announcements; suggested invitees and invitations; correspondence (letters of invitation and confirmation) event programs; event scripts (as needed); informational collateral as well as posted decorations or videos for on-site exhibition ; suggestions, advice or implementation tips, based on previous experience; scripted remarks for opening, transitions and closing. In some cases we know where suggestions have even been offered for food and menu selections.
  4. Methods of Evaluation: As always, it’s important that evaluation be part of prior planning. What will success look like and how will you know if you’ve achieved it? Benchmarks and methods of evaluation should be included—e.g., participant surveys, subscriptions or sign-up quotas; referrals; media participation and coverage, etc.

In our case, after disseminating these materials and following up with several teleconferences to discuss further planning, implementation and technical support needed, we paved the way for each office to have a successful event that met all organizational benchmarks, with a decidedly local look and feel.

So yes, we’ve learned that public relations in a box and be accomplished and achieve its objectives, if it’s well thought out, fits the existing situation, and is well coordinated on the ground for proper execution.

That’s an example of our experience. We’d love to hear yours. Send us your comments about PR in a box!

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23 things you’ll only understand if you work in PR

If you’ve ever wondered what daily life in public relations looks like, this article will give you a quick look of some of the highs and lows of the profession. Gotta’ love it!

Metro

(Picture: Getty) This product will change your life. (Picture: Getty)

That push and pull between press and promotion that is public relations. People may think it’s an airy fairy type of career but scoring relevant, credited coverage for each new client campaign or product release can be a tough call.

Pity the poor press officer caught between the client with big ideas but a small budget and the media who receive thousands of eager press releases every day.

If you walk that thin line of communications then you’ll probably know these to be true:

1. The nervous press scanning 

You can’t relax until you get it out of the way. Every morning you’re face deep in the papers, checking Google alerts or refreshing the cuttings page – looking for the good mentions about your client and the not so good mentions.

2. The elaborate prose

It’s rare you get to work on a product that…

View original post 907 more words

PR, Tech and Diversity

Diversity-1

Like most good ideas, this post on PR, tech and diversity began with a convergence of events: first, was seemingly back-to-back articles in New York magazine and The Atlantic expounding, as many have done before, on the stereotyping and reality of PR as an industry comprised principally of underpaid women; second, was the growing attention to and release of the startling statistics on diversity in the tech industry—most notably, the virtual absence of African-Americans and Latinos and limited progress of women in what is arguably one of the nation’s most dominant industries; third, coinciding with these other events, was securing a long-sought opportunity to take a deep dive into the tech world, this time as a temporary contractor for a PR software firm. All of these have been instructive in revealing some truths about the PR and tech industries and the issue of diversity.

First, let us say that we’re PR veterans. We know the industry, we love the industry, and we’ve evolved with it over a period approaching some 30 years. We began doing what’s now known as traditional public relations, morphed into corporate communications and then integrated marketing communications. Now we’re adherents of PR 2.0 and emerging PR 3.0—which, to us, means cross-platform marketing, storytelling content development, and a whole array of nontraditional techniques and tools. In each phase, we’ve been in a position to experience the lack of diversity in each industry—particularly as it relates to agency public relations.

Thankfully, during those 30 years we’ve seen some growth and improvement in numbers and the status of individuals. Yet, as many industries overall have experienced significant progress in diversity, these two industries seem to lag. What to do?

The Diversity Problem in PR and Tech

Well, first we need to define the problem. Much has been written on this issue over the years—particularly in tech—where it’s been hard to miss the spotlight that’s been focused during recent months. For PR, as in the advertising industry and even journalism before it, it’s been a troubling issue for some time.diverse tech workers

Without turning this post into a treatise, comparative stats show:

►  In 1991, 22 percent of US workers were minorities; yet only 7 percent of the 150,00 people employed in public relations were of a minority group 1

►By 2010, PRSA’s census of practitioners (via its professional membership) showed that 14 percent of the membership self-identified as Hispanic, Black or African American, or Asian or Asian American—with that percentage doubling since 2005. 2

►As late as October, 2014, none other than Lou Capozzi, President of the PR Foundation noted that “African-American and Hispanic Americans make up only about 10 percent of all public relations professionals, while they’re 30 percent of the American population overall.”

Similarly, when stats from the tech industry were released by various companies last year, the findings revealed:

►USA Today reported that one percent of Google’s tech staff are African-American, while two percent are Hispanic. Yet, these groups comprise 12 percent and 16 percent, respectively, of the total population. Yet Asians, who comprise 12 percent of the US population, represent 34 percent of the company’s tech workers. Similarly 83 percent of Google’s tech workers internationally are reported to be male. When non-tech positions are included, male workers still dominate, at 52 percent.

►In August, a Tech Times story described Apple’s workforce as composed of 70 percent men, 30 percent women. It also described the ethnic make-up as 55 percent White, 15 percent Asian, 11 percent Hispanic, 7 percent Black, 2 percent Mixed Race, and 9 percent undeclared. *These figures were said to include employees of their retail stores.

*Fortune magazine offers the most extensive review of tech companies and diversity: http://fortune.com/2014/08/29/how-tech-companies-compare-in-employee-diversity/

What to Do?

One of the first things the PR and tech industries have to do is let go of the canard that

qualified ______ (take your pick—African-Americans, Latinos, women, and any other under-represented sector, including age and color) are hard to find.

From our experience, truth be told, there’s a person of color that can match the qualifications of many already employed in tech and agency PR; it’s simply that too frequently they’re denied the opportunity: they’re not recruited, they didn’t attend the “right” school, they don’t know the “right” people, they don’t live in the “right” place, the list goes on.

diverse hands  End the Mythology

It’s past time to kill the myth that every White and/or Asian male (the dominant groups leading—or in the case of tech, employed in these industries) is infinitely qualified. This is especially true in tech, where the illusion promulgated is that every employee is a Stanford or MIT engineering grad, or at least a high achiever from some elite liberal arts school. Like nearly every other industry we’ve seen—and perhaps most industries—PR agencies and tech are largely peopled with ordinary foot soldiers, and among them, there’s an unfair share of nepotism, cronyism, and worse yet, incompetence. It’s often simply a question of who enjoys the “privilege” of getting paid to be “average” or a “slacker.”

An Issue of Culture, Not Always Competence

What keeps the PR and tech industries meticulously lacking in diversity is too often culture, not a question of qualifications or competence. These industries are self-perpetuating because there’s a prevailing culture within them where key leaders feel comfortable with the status quo. A recent essay in the New York Times titled “A Paradox of Integration,” observed that integration rarely happens without growing pains. As a respondent in the essay noted:

People are fine with racial difference as long as there’s no culture conflict.

The public relations and tech industries seem to be reluctant, if not averse, to suffer the growing pains of diversity toward a larger social good.

Yes, things are changing and leaders in both of these industries are loudly (in the case of the PR industry, still) proclaiming their commitment to do better. Leaders in each industry have announced significant diversity and inclusion initiatives, and some, e.g., PRSA, the PR Council, Edelman PR firm and Intel, among others, have committed real resources to inclusion and diversifying workplaces.

Yet we can’t help but find it ironic that two industries known for disruption seem to be among the most timid about the “disruption” that accompanies true social, cultural and racial integration. If there’s going to be real change, we think we’ll need to keep prodding them along!

What’s your experience with diversity in tech or PR? We’d love to hear from you.

______________________________________

  1. From a study by Williams, as quoted in Women in Public Relations: How Gender Influences Practice, Larissa A. Grunig, ‎Linda Childers Hon, ‎Elizabeth L. Toth.
  1. Diversity in the PR field: Some progress, though challenges persist, Natalie Tindall, PR Daily, February 7, 2012

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