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Visibility, Credibility, and Growth.
From media strategy to reputation management, we explore the trends shaping public perception and share the approaches that drive measurable results for growing brands.
The Seahawks’ game this weekend was one for the books. The defending Super Bowl champs’ prowess was in doubt as the Green Bay Packers took the lead and held it for majority of the game, but then startlingly reversed as the Seahawks came back in the final quarter and ultimately claimed their place in Super Bowl XLIX in overtime.
Viewers experienced quite the roller coaster Sunday, but despite the dramatic ups and downs, this game proved the Seahawks’ resilience in the direst times. Teamwork, fan support and a little bit of luck ushered the team to one of the most dramatic comebacks in playoff history, defeating the Packers 28-22 and making the Seahawks the first defending champion to return to the Super Bowl in ten years.
Seattle’s team has some unique qualities that allow teamwork to shine bright. While Russell Wilson has proven to be a talented quarterback since joining the Seahawks as a rookie in 2012, he had one of the worst games of his career – through three and a half quarters. Yet, despite this, he, his teammates and coaches kept a positive attitude and had “no doubt,” seemingly knowing that better things were in store.
In the past couple years, the Seahawks have been one of the NFL’s elite teams. While each player brings great talent and distinct skills, the Seahawks only become that well-oiled, unstoppable machine when the whole is greater than the sum of the parts. Seattle’s receiver corps are an unheralded collection of mostly undrafted players with mediocre stats, yet catches by Doug Baldwin (#42) and Jermain Kearse (#85) were key factors to the game’s turnaround. They contributed to the victory as much as Russell Wilson, Marshawn Lynch and Richard Sherman.
In addition, the team spirit pushed the great ones to rise to the occasion. Lynch hit “beast mode” in the fourth quarter, which seemed to ignite the comeback. Sherman, playing through a noticeably painful injury, surely inspired his teammates to dig deep. And Kearse, the target on all four of Seattle’s interceptions, saved his best for last, his one and only catch of the game being an impressive grab to win the game.
Professionals in the workplace can learn something from this great demonstration of teamwork. First, maintaining a balance is vital. One person cannot do everything. Therefore, it is important to utilize all your resources. Different people have different skills and strengths in a workplace — use this to your benefit. Finally, finding the right mix of professionals will ensure coworkers’ skills complement each other.
Coach Pete Carroll carefully crafted the Seahawks’ roster, with each teammate filling an integral role. Constant evaluation of your team is important. And the most important lesson from this great football game – even during the worst games, strategic teamwork and a positive, supportive and motivating attitude can bring your team to a win.
On Jan. 9 of this year, I posted a blog on “Best Practices for Online Surveys.” As I explained in that post, surveys can provide significant fodder for PR if handled correctly. I offered five helpful tips for anyone wanting to develop a survey.
This week I want to offer some additional wisdom from U.K.-based Stewart Rogers, the director of marketing technology at VB Insight, a leading and highly regarded source for news, analysis and reports on technology innovation. I queried him about his perspective on online surveys, and here’s what he had to say:
Is there an ideal survey length from your perspective?
Obviously, nobody wants to fill in a survey that has 50 questions and lasts 30 minutes, but there really isn’t an ideal survey length. As with most content, the key is to ensure the survey is interesting. The other aspect to keep in mind is variety; mixing up how you ask people questions and get their responses reduces fatigue. For example, I’ll use a dropdown menu for one question, a radio button for the next, and a slider for another.
How do you incent people to respond to your surveys?
At VB Insight we offer respondents the chance to see the data after we’ve finished the survey. Obviously, there is a big difference between raw data and the insights that we glean from that information, plus the additional data we use when creating studies and reports, but our respondents find the results of their survey interesting and useful. There are many ways to garner a response though—it really comes down to ensuring your target respondents are interested in the initial topic.
How do you go about pinpointing your demographic to participate in a survey?
It depends on the survey. Many of our studies are around marketing technology, so readers of VentureBeat are natural participants, but we also work with a range of data partners and surveying tools when needed. For example, in my Digital Pitchforks report—all about how people complain to brands on social media—we worked with Survata to poll over 11,000 U.S. consumers.
How do you figure out how many respondents you need to get a statistically valid sample?
You’d be surprised at the numbers required to generate a statistically valid sample. For a population of about 1 million people, you only need to survey 384 people to get a reliable answer. However, that’s for a single question. When you start asking for compound opinions, the requirements multiply accordingly. Of course, good studies don’t rely on a single survey to help generate useful insights, so we combine these results with other data to ensure we’re telling the whole story.
How do you determine when to distribute your sample?
We have a well-thought-out calendar of reports from VB Insight staff that will take us through to 2016, so we run our surveys based on a schedule that leads us to the publication date. This ensures we always have the freshest data to work from, which keeps our studies interesting and informative.
Hopefully Stewart’s insight, coupled with my original post, will provide a strong basis for planning your next survey. Keep us posted on your results!
They say do what you love and it will never feel like work, it’s cliché but it’s essentially true. Just recently I began my career in PR and though I absolutely love my new job, it triggered a huge lifestyle shift. I worked in the hospitality industry for the past eight years and I did every job you can imagine in a restaurant: I washed dishes, mopped floors, bussed tables, hosted, served, cooked, managed, cocktailed, and bartended.
Previously, I worked part-time at two local bars in Seattle while pursuing my studies in strategic communications. It’s when I started working in PR full-time that I realized many similarities exist between the skills I learned as a server and the necessary attributes of a PR pro or communications professional. Though I still have much to learn about the exciting world of PR, I am thankful for the 10 most practical skills I learned from waiting tables.
1.) Timing is everything. You must have priorities, follow them as precisely as you can, and be aware of your deadlines. Often other time-sensitive tasks will surface and you will have to deal with them right away. If you happened to you fall behind, do everything you can do to catch up – no matter what it takes.
2.) Use your words. You must be able to communicate effectively with everyone around you – your customers and, most importantly, your coworkers in all departments. This skill is especially important in a restaurant when you need to quickly convey a message to the chef, but also in PR when you need to pitch a compelling story to a journalist by the end of the day.
3.) Keep your workspace clean and organized. You must be well prepared for whatever comes your way and I can assure you (from experience) you’ll work faster if everything is in a designated place. It’s beneficial to find out before the chaos if you are out of necessary product so you don’t waste time looking for it when you are busy. Thanks to many years in a restaurant I now possess a mild case of obsessive-compulsive disorder (OCD) – and I embrace it. Bottom line is, everything has a place.
4.) Even under pressure act like a pro. Don’t let your customers see that you are stressed, annoyed, or overwhelmed – you are the professional, so act like one. Stay focused, work hard, and prioritize your responsibilities. Let everyone around you see that you have everything under control – this is one of those instances where you fake it till you make it.
5.) We’re all human, and sometimes we make mistakes – nobody is perfect – so dust yourself off and move forward. Don’t beat yourself up over a bad review; you will only cause yourself unwanted anxiety. Learn from the experience. It will make you a better person in the end.
6.) Leave your drama at the door because your customers and coworkers can see through your sheer curtain. Take time to acknowledge what it is that you are feeling and give yourself a pep talk before you clock in – and it helps to do this out loud. Focus harder on your work and you will be rewarded.
7.) There is no “I” in “team.” Ask for help from your team because they should always have your back. If you have too much on your plate and are worried about meeting a deadline, talk to your team and your manager and see if he or she can help you lighten the load. Managers want to see quality in your work rather than quantity in your to-do list.
8.) Always be yourself and express yourself. No matter what side of the table they are on, people love others with personality and character. You have a voice so don’t be afraid to use it. Add your own style to the job – others will like your taste or be inspired to add their own flare.
9.) Transparency is crucial. No matter the situation, it’s more honorable to tell the truth, which may hurt your pride, than get caught in a lie and be seen as deceitful. If the business as a whole is under pressure and it’s affecting the timing of its services, it’s better to let your customers know the problem and the solution(s) you are taking to fix it.
10.) Make friends, not enemies. For most of us who work full-time jobs, you tend to see your co-workers more than you see your families at home. Create bonds and friendships with the people you work with. It’s better to be loved than feared.
Main Takeaway. The most important thing I learned from working in a restaurant that I can offer anyone who has a job is to try and make your work fun. Find the joy in whatever it is that you do. Even under pressure and with all the tendencies of any mad house out there, always make it fun because you will naturally find a much happier you! I am a strong believer in energy, and good energy is always felt, appreciated, and remembered with any type of customer – no matter what field you’re in.
They say do what you love and it will never feel like work, it’s cliché but it’s essentially true. Just recently I began my career in PR and though I absolutely love my new job, it triggered a huge lifestyle shift. I worked in the hospitality industry for the past eight years and I did every job you can imagine in a restaurant: I washed dishes, mopped floors, bussed tables, hosted, served, cooked, managed, cocktailed, and bartended.
Previously, I worked part-time at two local bars in Seattle while pursuing my studies in strategic communications. It’s when I started working in PR full-time that I realized many similarities exist between the skills I learned as a server and the necessary attributes of a PR pro or communications professional. Though I still have much to learn about the exciting world of PR, I am thankful for the 10 most practical skills I learned from waiting tables.
1.) Timing is everything. You must have priorities, follow them as precisely as you can, and be aware of your deadlines. Often other time-sensitive tasks will surface and you will have to deal with them right away. If you happened to you fall behind, do everything you can do to catch up – no matter what it takes.
2.) Use your words. You must be able to communicate effectively with everyone around you – your customers and, most importantly, your coworkers in all departments. This skill is especially important in a restaurant when you need to quickly convey a message to the chef, but also in PR when you need to pitch a compelling story to a journalist by the end of the day.
3.) Keep your workspace clean and organized. You must be well prepared for whatever comes your way and I can assure you (from experience) you’ll work faster if everything is in a designated place. It’s beneficial to find out before the chaos if you are out of necessary product so you don’t waste time looking for it when you are busy. Thanks to many years in a restaurant I now possess a mild case of obsessive-compulsive disorder (OCD) – and I embrace it. Bottom line is, everything has a place.
4.) Even under pressure act like a pro. Don’t let your customers see that you are stressed, annoyed, or overwhelmed – you are the professional, so act like one. Stay focused, work hard, and prioritize your responsibilities. Let everyone around you see that you have everything under control – this is one of those instances where you fake it till you make it.
5.) We’re all human, and sometimes we make mistakes – nobody is perfect – so dust yourself off and move forward. Don’t beat yourself up over a bad review; you will only cause yourself unwanted anxiety. Learn from the experience. It will make you a better person in the end.
6.) Leave your drama at the door because your customers and coworkers can see through your sheer curtain. Take time to acknowledge what it is that you are feeling and give yourself a pep talk before you clock in – and it helps to do this out loud. Focus harder on your work and you will be rewarded.
7.) There is no “I” in “team.” Ask for help from your team because they should always have your back. If you have too much on your plate and are worried about meeting a deadline, talk to your team and your manager and see if he or she can help you lighten the load. Managers want to see quality in your work rather than quantity in your to-do list.
8.) Always be yourself and express yourself. No matter what side of the table they are on, people love others with personality and character. You have a voice so don’t be afraid to use it. Add your own style to the job – others will like your taste or be inspired to add their own flare.
9.) Transparency is crucial. No matter the situation, it’s more honorable to tell the truth, which may hurt your pride, than get caught in a lie and be seen as deceitful. If the business as a whole is under pressure and it’s affecting the timing of its services, it’s better to let your customers know the problem and the solution(s) you are taking to fix it.
10.) Make friends, not enemies. For most of us who work full-time jobs, you tend to see your co-workers more than you see your families at home. Create bonds and friendships with the people you work with. It’s better to be loved than feared.
Main Takeaway. The most important thing I learned from working in a restaurant that I can offer anyone who has a job is to try and make your work fun. Find the joy in whatever it is that you do. Even under pressure and with all the tendencies of any mad house out there, always make it fun because you will naturally find a much happier you! I am a strong believer in energy, and good energy is always felt, appreciated, and remembered with any type of customer – no matter what field you’re in.
Amid the excitement of the Seattle Seahawks’ run to the playoffs, the team’s explosive running back Marshawn Lynch was fined $100,000 for violating the NFL’s media policy, which requires players to speak with the media after practices and after games.
There’s been much debate about the fairness of the NFL’s policy and whether players should be “forced” to speak with the media. On one hand, many feel that Lynch, who is clearly uncomfortable in interview situations, should be left alone and allowed to do what he does best: play football. Others believe that rules are rules and part of Lynch’s job description as a professional football player in the National Football League requires him to fulfill his media duties.
No matter what side of the argument you’re on, here are three lessons we can all learn from the Seahawks’ most reluctant spokesperson:
No matter the question, find a way to transition to your key messages: So maybe Lynch’s message delivery could use a little refinement and his single-word and mono-phrase responses take the consistent messaging rule a little too literally. However, his recent interactions with the media are a great example of half of the “ATM” method for fielding questions of all sorts: Address the question and Transition to your core Message. Lynch has his messages down, but what company spokespeople should take away is the need to address even unwanted questions and skillfully transition to the key messages that they want to relay. This takes practice and adroit spokespeople know how to communicate the gist of their messages in multiple ways so that they avoid sounding repetitive.
Develop a deep bench of spokespeople: According to the NFL’s media policy, players (there are 53 on a team’s active roster, though only 46 are eligible to suit up for games), the head coach and assistant coaches must make themselves available to speak with the media. As one of the Seahawks’ star players, it’s no wonder Lynch is in high demand. But with so many other players and coaches available to do interviews does he really need to be put in the media hot seat? The lesson here for companies is to ensure that you have multiple people within your organization – from the CEO to product experts – trained to speak with the media.
Find other avenues to communicate your messages: Traditional print, broadcast, and online media are not always the best ways to reach your target audiences. For some companies social media may be a better medium. And within social media, not all networks or platforms may be optimal for reaching the right decision makers and influencers. When developing your communications programs and campaigns, know where your key audiences are. In Lynch’s case, while he may be unwilling to speak with reporters, he (or his proxy) is active on Twitter, Facebook, and Instagram where there appears to be high engagement with his followers and fans. Arguably, they could be Lynch’s most important audience.
There’s a lot of speculation about why Lynch shies away from the media, but one thing is certain: His actions on the football field do the talking for him.
George Bernard Shaw famously wrote, “We learn from history that we learn nothing from history.” Even the most cursory review of our society’s recent history would prove his sentiment. However, smart business people know that historical perspective is key to achieving success.
The start of a new year provides the perfect excuse for the busiest of us to pause and reflect on the year we’ve just left behind. This simple exercise allows us to better understand what worked, what didn’t work and what have we yet to try—and if you’re in the business of PR, you know there’s always something new to try!
Last month we spent time looking back at work we conducted in 2014 on behalf of our client Mobidia. Mobidia is a mobile analytics provider with the largest global sample of smartphone and tablet users. The company provides unique insights into mobile trends. Its data is highly valued because it is based on real usage from real mobile users on both cellular and Wi-Fi networks, providing a comprehensive understanding of what people do and value in the mobile world.
Upon reflection, we learned that trustworthy research and timely data were the most successful drivers of awareness about the company and its offerings—especially when combined with targeted media outreach. We also learned that a steady stream of news continued to drive awareness with journalists about Mobidia’s data and that we could be more effective by proactively providing data around hot news cycles rather than reaching out with general messages about the availability of mobile usage data or to gauge a particular writer’s interest in receiving data.
Over the year, we worked with Mobidia to develop and distribute 10 press releases, many of which were based on solid industry research developed in collaboration with trusted partners such as Yankee Group, IHS and ABI Research. Building off of learnings from 2013, Mobidia’s research and insights were focused on mobile usage research that would appeal to journalists and analysts covering markets including telecom, retail, mobile gaming, and social messaging.
In addition to securing coverage through press releases, we placed Mobidia’s data in articles associated with hot news cycles by providing journalists with charts that could easily be dropped into a story to prove or disprove a particular theory or provide visual support for a topic. We used this strategy successfully to secure inclusion of Mobidia’s insights in articles covering Facebook’s purchase of WhatsApp, Wi-Fi usage trends in the U.K., and the competition between Uber and Lyft, among other topics.
Using what we learned from 2013 to help guide our strategy for 2014, we achieved more than 180 articles and mentions for Mobidia, not including article reposts. In addition, we secured more than 10 briefings with journalists and analysts—independent of a news release or cycle—many of which have contributed to the company’s bottom line by driving sales of the company’s data.
Here are just a few coverage highlights from the year:
- “In One Word, The Big Difference Between Good And Bad Mobile Shopping,” Forbes, Jan. 7, 2014
- “Why Facebook Bought WhatsApp in a Single Chart,” Wall Street Journal, Feb. 20, 2014
- “Study: U.S. LTE subscribers use about 1.6 GB of data per month,” FierceWireless, June 23 2014
- “WI-FI USAGE RISING FASTER THAN CELLULAR, BUT CUSTOMERS PREFER 4G,” Mobile Europe, Aug. 15, 2014
- “Report: Large-Screen Smartphone Data Usage Higher than for Small Screens,” Telecompetitor, Oct. 30, 2014
- “Here are the 25 most-used mobile apps, games on iOS and Android,” GeekWire, Nov. 4, 2014
- “Mobidia: Verizon, Sprint customers use LTE data more than AT&T, T-Mobile subs,” FierceWireless, Nov. 19, 2014
- “Lyft Saw Spike In App Usage After Uber Scandals, But Uber’s Growth Unaffected,” TechCrunch, Dec. 1, 2014
Looking forward to 2015, we will build on the successes of 2014, providing targeted and relevant data and research to an audience hungry for data that can help businesses—and media—better understand the people they are trying to reach. In addition, we plan to capitalize on Mobidia’s new app leaderboard and data infographics which have only recently been made available on the company’s web site. Finally, we look forward to incorporating new, consumer-facing strategies into the mix, such as the development of a consumer survey or social media campaign to generate awareness about the company’s data management app My Data Manager.