Insights for Leaders Navigating
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.
A little over a week ago, I wrote a blog post about the Boulder flash floods and the confusing nature of deciphering what is true and false on social media during this time of crisis. Gathering correct information was just one of the many issues citizens were faced with though. As the storm has subsided, residents are working to rebuild what the floods damaged and destroyed. Businesses around the area have now been presented with an interesting PR opportunity to lend a helping hand as the city works to rehabilitate itself.
During this hard time, companies are showing their empathy and dedication to their customers. According to The Denver Post, the American Red Cross and Save the Children are working together to assist the children who have been affected by the floods. The two have paired up to create child-friendly areas in the evacuation shelters. Ocean Prime, a local restaurant, is adding an appetizer to their menu that will donate sales to flood relief. Office Evolution, which provides virtual-office and executive suites, is helping with post-flood efforts by opening its business to entrepreneurs who are in a bind due to the flooding of highways and work buildings.
The list goes on. U.S. Bank will donate $50,000 to the American Red Cross and is also presenting customers using local ATMs the opportunity to donate to these efforts. Bellco Credit Union is even going so far as to help with loans or credit-card payments that are unable to be paid in full due to the recent events. Another impressive act of good faith is the generosity Gold’s Gym in Loveland is offering. They are allowing residents whose homes were damaged to use their showers, towels, toiletries and locker room facilities. Gold’s Gym is also helping to collect clothes to be donated to the Red Cross. If the list from The Denver Post isn’t convincing enough, the Boulder County Business Report details still more companies acting in good faith during this time. The affected citizens will remember these philanthropic acts, and even those not affected by the storm will remember the companies who came to the aid.
As seen with the varying examples, anything helps. Donating money may be the simplest path to choose, however, what I found most impressive during this time were those companies willing to offer a service. Among the many selfless efforts taking place, the ones I found to be the most touching include Gold’s Gym offering up their amenities and American Red Cross and Save the Children working to create child-friendly areas in evacuation shelters. While efforts to assist citizens during the floods were extremely important, companies’ efforts post-flood are just as crucial as the citizens’ work to rebuild their lives. I am interested to see how these socially responsible actions will pan out for these companies. I believe great PR will be a pleasant result and hope that these companies who came to the aid will get great coverage for their efforts.
Interested in aiding those who have been affected by the floods? Click here to see how you can help.
For another read on socially responsible companies see this Communique PR Blog post:
The rapid innovation of mobile and cloud technologies has forever changed the way PR pros work. With all of the productivity apps and capabilities available on my smartphone, sometimes I feel like my iPhone is permanently glued to my hand.
I’ve been contemplating upgrading to the new iPhone 5s, which started me thinking about some of the technologies I used to rely on to get my job done that have been displaced by newer, more powerful tools. Here are three that immediately came to mind:
Then: USB drive. Now: Dropbox.
I know people still use USB drives, but I can’t recall the last time I used one to save or transfer files from one device to another, or to share files with a client or colleague. Back in the day, I would never leave for a business trip without one or two USB drives in my laptop bag. The problem: document version control, maxed out capacity or worse yet, a lost or damaged drive. Now, I rely on Dropbox to store and access files when I’m on the road, or to share files (especially large graphics files) with a vendor or a client.
Then: Computer. Now: Smartphone or tablet.
OK, a smartphone or tablet may not dethrone a computer as my primary computing device anytime soon, but eMarketer estimates that in 2013 time spent on non-voice mobile activities will surpass time spent online on desktop and laptop computers. I know more and more people, especially those who travel a lot, who are abandoning their laptops for a Microsoft Surface Pro or an iPad with an external keyboard. Personally, when I’m away from the office, nine times out of 10, I find myself turning to my iPhone or iPad to check email, surf the Web, or access files rather than firing up my laptop.
Then: Spreadsheets. Now: Smartsheet.
When you need to corral and organize lots of data, such as a press list, most PR pros turn to the familiar interface of a spreadsheet. Since joining Communiqué PR, I’ve discovered Smartsheet, which is essentially a spreadsheet on steroids. Almost everything I used to do in Excel, I now do in Smartsheet. But, where Smartsheet leaves traditional spreadsheets behind are its collaboration features. Smartsheet makes it easy for me to share launch timelines with clients, track the progress of my team’s projects, and email specific line items to colleagues for further follow up. I can even attach files relevant to a project (documents, .JPGs, audio files, etc.) from my computer or from Dropbox. Plus, since Smartsheet is cloud-based, I can access my sheets from any device with an Internet connection. (Full disclosure: our firm represents Smartsheet, but prior to them coming on board as a client, we had long been a Smartsheet customer.)
Another technology that has the potential to shake up a PR pro’s usual routine is Quip, a word processing app built primarily for the mobile platform, but accessible from any device. Unlike a traditional word processing program, Quip allows you to collaborate on documents in real-time with others – no more emailing back and forth or issues with version control. I haven’t used Quip for work yet, but I can see how it has the potential to change the way PR pros create press releases, blog posts and other written documents, and collaborate with stakeholders. Imagine how much more streamlined the review and approval process on your next press release could be.
What are some of the tools and technologies that have gone by the wayside for you?
When training for a race, whether a 5K, half marathon or full marathon, you know how long the race is before you sign up and typically set a goal about finishing that will make you feel successful at the end. In the running world, we call it a “PR,” or personal record. As a runner, you set a training program to meet your desired goal and prepare for the race. You don’t just wake up one morning and decide to run a full marathon. This action of training and setting an expectation to ensure success is the same in public relations, the other “PR.”
During the beginning of a campaign, PR engagement or product launch, it is important to ensure that all parties are on the same page. To help guide you, consider the following tips:
- Build Consensus. Building consensus and shared expectations is key to a successful PR campaign. Success can mean different things to different people, so you want to make sure that everyone has the same vision. Additionally, setting expectations around roles, responsibilities and action items is crucial. This makes it clear who will own what.
- Consider Timing. As a best practice, set expectations around results and what success looks like in the planning phase. This will ensure that there are no surprises. As in running, you don’t want to prepare for a 5K, yet end up running a full marathon.
- Capture Expectations in Writing. Your specific communication method may vary based on the situation. But if you have a conversation on the phone, for example, it makes sense to send a recap of the conversation in email to have the expectations in writing if you need to refer back. In a fast-paced world, we are all juggling a lot of information, so it is helpful to have a record of commitments and deliverables.
As PR professionals, we all want to achieve success. But what we see as success may not be the same for our clients, so it is important to have the conversation early on to make sure everyone is working toward the same goal. Crossing the finish line is not enough.
Any tips you have for setting shared expectations?
I have a friend who, in college, used to play a game that involved the following: While driving, approach a red light at speed while bluffing to his passengers, “I’m not going to stop! I’m not going to stop!” In the nick of time we always stopped, of course, but each time it felt like we were just a bit closer to not stopping at all.
His game makes for a good metaphor about the political gamesmanship in Washington, D.C. this week—but rather than braking at the last second, our Congress blew through the red light and into a shutdown of the federal government.
“What we’ve got here,” I couldn’t help but think, “is a failure to communicate.” I’ve long believed that failures are really just learning opportunities—so, what can communications professionals learn?
Here are a few thoughts.
In politics, usually the loudest megaphone wins. That’s not always true outside of the Beltway. When it became clear that the federal government was headed for a shutdown, press releases from Capitol Hill began to fly, directing blame for the shutdown toward their colleagues, most trying to make their boss the loudest voice on the issue. This tactic may work in politics, but businesses with stakes far outside the D.C. echo chamber have different priorities. It can be challenging to get your message out in a crowded media environment, which makes it all the more critical to tailor your message to specific audiences and target the markets that have the greatest potential to help reach your business goals. A good public relations plan for your business should focus on reaching these key audiences and markets—not simply on being the “loudest” voice in the room.
In a crisis, look for ways to make advocates out of your customers. When I began my career as an intern in Washington, I was always on the lookout for a free lunch. During the shutdown, some D.C. businesses are providing just that. A popular hamburger joint on my old block is offering free burgers to furloughed government workers. A favorite D.C. haunt of mine, Kramerbooks Café, is offering happy hour prices all day (but notes that members of Congress pay double). A cold drink or a complimentary lunch might be just what furloughed workers need. These types of promotions give businesses a chance to show their human side and an opportunity to introduce themselves to new customers and fans. In situations like this one, find ways for your organization to connect with existing and new customers or clients. Even something as simple as messages posted on social media channels or a small promotion can turn customers into advocates for your business.
Never lose sight of what really matters in communications: people. There is a sense that folks in Washington, D.C. don’t spend a lot of time thinking about the impact of their actions on real people. In June, the polling organization Gallup asked Americans how much confidence they have in American institutions: 65 percent of respondents said they have “quite a lot” or a “great deal” of confidence in small businesses. On the other end of the spectrum, just 10 percent said the same about Congress. Do you think there’s a connection? Small businesses live and die by the satisfaction of their customers or clients. Beyond that, it’s crucial to maintain happy investors, partners and employees. When you’re brainstorming your next communications strategy, don’t forget that the audiences you are trying to reach are all made up of real people. Customers may not be driven by “moving the needle” for your business—but they will reward you if you put their wants and needs first. Employees, though, may be driven by the important role they play in helping your business succeed. Find what motivates your audiences and craft a communications plan that will connect with them.
Back up your message with action. Many people are, unsurprisingly, perturbed that members of Congress continue to take home salaries while so many federal workers are at home, furloughed. Some of the country’s biggest banks experienced a similar PR issue when the enormous salaries of executives were revealed in the midst of an economic crisis. The lesson? If your actions don’t match your words, your stakeholders are going to notice. It’s easy for a guy behind a desk in Seattle to criticize members of Congress for taking a salary—but a minor gesture can sometimes go a long way to repairing a damaged reputation.
Something tells me that Washington, D.C. will provide many more “learning opportunities” in the coming months and years. As communicators, we will no doubt stay tuned. For those of you in the Capitol, we hope you have a chance to take advantage of shutdown specials at some of D.C.’s local small businesses.
A little over two weeks ago my little sister, a student at University of Colorado at Boulder, sent me a link to a video of a river roaring through what is usually the calm creek near the campus. She then told me about the dramatic changes that had occurred to the city of Boulder due to the catastrophic flash floods. Streets were overflowing, buildings were being damaged and destroyed, and the aforementioned creek had turned into a dangerous rip-roaring river. The severity of this rain storm left the city with more rainfall in one week than is typically seen in two years. Due to the extreme circumstances, the citizens of Boulder were concerned for their health and safety. Citizens were left with critical questions: Is the water safe to drink? When will the power be back? Is it safe to drive outside today?
Looking for answers to their health and safety questions, a significant number of citizens turned to social media to get their updates. Facebook, for example, was taken over with pictures, videos and “facts” about the flash flooding. While Facebook, along with other forms of social media, may seem like a great way to find information on recent events, there are downsides. An article in PR Daily pointed out the complicated nature of deciphering what is true and what is false when there is an influx of information on your newsfeed.
Information on Facebook can spread rapidly, so how do you decipher a rumor from the truth? Finding a reliable source became essential during this hectic time. According to PR Daily, the Twitter feed of the city’s Office of Emergency Management posted about 500 tweets and retweets updating the city on important news surrounding the floods and citizen safety. Keeping citizens up to date helped put to rest any uneasy feelings surrounding rumors being spread on social media.
Citizens also found solace in other reliable updates that were given throughout the course of the storm. The National Weather Service sent text messages with updates about the floods and conditions of the area. The school district sent updates to students’ parents as well, informing them about school damages, closures and resources for help with their children during this time. Being well-informed was crucial for citizens. Not only did their health and safety depend on it, but also their emotional well-being. While social media can be a great outlet for up-to-date information, it is important to sort through what is fact and what is rumor before the anxiety that comes with the rumors consumes you.
For other information about social media refer to these posts on the Communiqué PR Blog:
Companies are almost always looking for new marketing trends and techniques to reach more consumers. The latest trend appears to be content marketing. Content marketing allows companies to connect with their audience making them more relatable. The problem with content marketing is, unlike traditional media campaigns that look mainly at sales, it is difficult to determine the success of a campaign. Everyone likes to see results, so how do you measure the impact of a content marketing campaign?
I recently came across an article on Ragan’s PR Daily that shared an infographic from BrandPoint revealing their recipe for measuring content marketing. There are three main categories: awareness, consideration and conversion. By achieving each step you are likely to see results. With each category there are different aspects to take into account to measure success. Below I have listed some of my favorite facts and tips.
Step 1: Awareness
The goal is to make your brand easy to find online. Some 93 percent of online experiences begin with a search engine, so check your ranking in search engine results. An increase will make your page, brand and product or service easier for consumers to find and prove the success of a campaign.
Step 2: Consideration
The goal is to inspire potential customers to engage with the brand. Roughly 65 percent of social media users learn about a product or service through their social media accounts. Take advantage of the many different platforms and create posts that will increase interaction. You want potential consumers to spend time viewing your page or posts.
Step 3: Conversion
The goal is to persuade the consumer to make a purchase. About 77 percent of B2C companies have acquired customers through Facebook. Keep track of social media referrals to note which is the most effective. Track which content sources contribute to the conversion step, and place more attention and focus on them.
View the full infographic below, and learn more about how to measure content marketing.
Infographic Courtesy of BrandPoint