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.
In September 2012, I began an internship at Communiqué PR and it has been an amazing learning experience. My internship has allowed me to gain a better first-hand understanding of the PR profession by giving me insight into how clients and journalists work, as well as providing me with a taste of agency life. By assisting on a variety of projects and observing the team, I have come to the conclusion that there are five competencies that are truly crucial to one’s success in PR. They are as follows:
1) Being Action-Oriented –When it comes to certain business opportunities it is often first come, first served. The world is very competitive and those who are able to move quickly and with agility will be the ones who successfully capitalize on prospects presented to them. Hesitation is often the reason one may be beaten by a competitor and is typically caused by procrastination, perfectionism, risk avoidance, or all three.
Procrastination is something with which we are all familiar. Whether it comes from fatigue or being overwhelmed, it seriously detracts from one’s ability to be action-oriented. A simple way to avoid this pitfall? Break up a seemingly large, overwhelming task into smaller, more easily accomplished parts.
Perfectionism is another quality that can take away from your ability to be action-oriented. Though paying attention to detail is a critical part of this business, obsessing over a project can slow down and hinder its development. My favorite quote, when thinking about perfectionism, is “Don’t let the perfect be the enemy of the good.”
Lastly, being action-oriented will require you to take risks. This can mean possible failure. Don’t let this intimidate you. Mistakes and failures are chances to learn.
2) Thinking Creatively– Creativity is a skill that can be developed and improved, just like any other important ability. A common mistake is considering creativity an innate quality, however, being creative does not mean being necessarily artistic or poetic. It is simply the ability to think outside of the box.
It is important to keep in mind that being creative can sometimes mean that your ideas might be uncertain, or maybe even impractical (avoiding perfectionism is important here as well.)
Brainstorming is a simple way to start thinking more creatively. When brainstorming, think of the rules of improvisational comedy: Never say no (you can say “yes, but…”).
Creativity begins with freedom, structure can be added later. Ideas that may seem crazy and impractical can often spark some of the best thinking. Consider Microsoft’s original vision statement: a computer on every desk, in every home. Initially, it was so out there it was “kind of a silly idea.” Now that this vision has seemingly come to pass, the company has changed its overarching goal. For another reference on creativity read Fostering Creativity on the Communiqué blog.
3) Maintaining a Customer Service Ethic – In most companies, success requires satisfied customers. While you can’t make everyone happy all the time, if you listen to criticisms and complaints you can work toward improving the issues that have been noted. Staying in contact with your customers and building strong relationships with them will allow you to anticipate their needs and allow your customers to contact you about any problems they may be having.
A “customer” can be anyone that you answer to and who is exchanging something of value with you, including clients and supervisors who can easily fall into this category.
4) Knowing How to Prioritize – Overwhelming yourself with too many tasks will leave you feeling stressed and unable to put forth the required amount of effort into each one.
I am often approached with a large variety of tasks that include anything from organizing the magazines and newspapers to writing a transcription or developing a press list. When trying to prioritize these tasks I often take into consideration the deadline of a task, if it affects the ability of the overall project to move forward, and the pros and cons. If there is a deadline to be met, take that into consideration and make sure you allow yourself enough time before then to effectively complete it. There is a possibility that the task you have been assigned is preventing the continuation of the overall project. If this is the case, it is important that you are not the reason it cannot move forward and that other people involved will also have enough time to finish their parts.
Lastly, by reviewing the pros and cons you will be able to accurately decide between two different assignments and evaluate how much attention should be delegated to each.
5) Possessing the Ability to Internalize Feedback – When receiving feedback, listen. Though you may not agree with all the criticism you receive, it is important that you do not dismiss feedback defensively.
Take notes on constructive criticism, and work toward improving these issues. Demonstrating that you are capable of learning from the feedback and that you take it seriously is important.
People will appreciate that you not only heard what they have to say, but you value it. When addressing the feedback you received, ask others for help, be open to new ideas, and avoid being defensive or denying that there are things you can improve upon. When taken into consideration, feedback can allow you to develop into a more polished and balanced professional.
These five traits are essential for success, regardless of industry or role. Each is challenging, but each can be improved upon. As we approach the new year, consider focusing on one or more of these as you move forward in your position.
Have you tried focusing on improving one of these traits for yourself? What did you find helpful?
In September 2012, I began an internship at Communiqué PR and it has been an amazing learning experience. My internship has allowed me to gain a better first-hand understanding of the PR profession by giving me insight into how clients and journalists work, as well as providing me with a taste of agency life. By assisting on a variety of projects and observing the team, I have come to the conclusion that there are five competencies that are truly crucial to one’s success in PR. They are as follows:
1) Being Action-Oriented –When it comes to certain business opportunities it is often first come, first served. The world is very competitive and those who are able to move quickly and with agility will be the ones who successfully capitalize on prospects presented to them. Hesitation is often the reason one may be beaten by a competitor and is typically caused by procrastination, perfectionism, risk avoidance, or all three.
Procrastination is something with which we are all familiar. Whether it comes from fatigue or being overwhelmed, it seriously detracts from one’s ability to be action-oriented. A simple way to avoid this pitfall? Break up a seemingly large, overwhelming task into smaller, more easily accomplished parts.
Perfectionism is another quality that can take away from your ability to be action-oriented. Though paying attention to detail is a critical part of this business, obsessing over a project can slow down and hinder its development. My favorite quote, when thinking about perfectionism, is “Don’t let the perfect be the enemy of the good.”
Lastly, being action-oriented will require you to take risks. This can mean possible failure. Don’t let this intimidate you. Mistakes and failures are chances to learn.
2) Thinking Creatively– Creativity is a skill that can be developed and improved, just like any other important ability. A common mistake is considering creativity an innate quality, however, being creative does not mean being necessarily artistic or poetic. It is simply the ability to think outside of the box.
It is important to keep in mind that being creative can sometimes mean that your ideas might be uncertain, or maybe even impractical (avoiding perfectionism is important here as well.)
Brainstorming is a simple way to start thinking more creatively. When brainstorming, think of the rules of improvisational comedy: Never say no (you can say “yes, but…”).
Creativity begins with freedom, structure can be added later. Ideas that may seem crazy and impractical can often spark some of the best thinking. Consider Microsoft’s original vision statement: a computer on every desk, in every home. Initially, it was so out there it was “kind of a silly idea.” Now that this vision has seemingly come to pass, the company has changed its overarching goal. For another reference on creativity read Fostering Creativity on the Communiqué blog.
3) Maintaining a Customer Service Ethic – In most companies, success requires satisfied customers. While you can’t make everyone happy all the time, if you listen to criticisms and complaints you can work toward improving the issues that have been noted. Staying in contact with your customers and building strong relationships with them will allow you to anticipate their needs and allow your customers to contact you about any problems they may be having.
A “customer” can be anyone that you answer to and who is exchanging something of value with you, including clients and supervisors who can easily fall into this category.
4) Knowing How to Prioritize – Overwhelming yourself with too many tasks will leave you feeling stressed and unable to put forth the required amount of effort into each one.
I am often approached with a large variety of tasks that include anything from organizing the magazines and newspapers to writing a transcription or developing a press list. When trying to prioritize these tasks I often take into consideration the deadline of a task, if it affects the ability of the overall project to move forward, and the pros and cons. If there is a deadline to be met, take that into consideration and make sure you allow yourself enough time before then to effectively complete it. There is a possibility that the task you have been assigned is preventing the continuation of the overall project. If this is the case, it is important that you are not the reason it cannot move forward and that other people involved will also have enough time to finish their parts.
Lastly, by reviewing the pros and cons you will be able to accurately decide between two different assignments and evaluate how much attention should be delegated to each.
5) Possessing the Ability to Internalize Feedback – When receiving feedback, listen. Though you may not agree with all the criticism you receive, it is important that you do not dismiss feedback defensively.
Take notes on constructive criticism, and work toward improving these issues. Demonstrating that you are capable of learning from the feedback and that you take it seriously is important.
People will appreciate that you not only heard what they have to say, but you value it. When addressing the feedback you received, ask others for help, be open to new ideas, and avoid being defensive or denying that there are things you can improve upon. When taken into consideration, feedback can allow you to develop into a more polished and balanced professional.
These five traits are essential for success, regardless of industry or role. Each is challenging, but each can be improved upon. As we approach the new year, consider focusing on one or more of these as you move forward in your position.
Have you tried focusing on improving one of these traits for yourself? What did you find helpful?
As communication practitioners, we’re constantly counseling our clients on how to effectively communicate with a variety of audiences, whether it’s to customers, partners, internally within the organization, or third-party influencers such as media. We often work with CEOs, product developers, engineers and marketing managers to help ensure they stay on message, address questions in a clear and concise manner, and do the myriad things necessary for good communication. But, there are some aspects of communicating that are harder to teach and learn.
We all know that some of the world’s most renowned leaders were also great communicators. Think of history makers such as Martin Luther King, Jr., or well-regarded CEOs and industry influencers such as Steve Jobs. While many of us will not reach the levels of MLK or Jobs, it’s important to realize that in order to inspire and guide others, you must communicate in a clear, credible manner.
Forbes recently ran an article on the “Five Habits of Highly Effective Communicators.” The article resonated with me. It demonstrates that in order to be a leader you must effectively communicate, and in order to effectively communicate, you must understand that authenticity is key. But can you really counsel people on how to be good leaders or how to be authentic? Or is it the natural-born leaders that rise to the top?
Susan Tardanic, CEO of The Authentic Leadership Alliance, a leadership and communications consultancy, shares five essential communication practices of effective leaders. In my opinion, Susan is spot on. From my experience, the leaders that have made the most impact on my life and career have embodied many of these characteristics.
1. Mind the say-do gap. This is all about trust, which is the bedrock of effective leadership. Your behavior is your single greatest mode of communication, and it must be congruent with what you say. If your actions don’t align with your words, there’s trouble. And it can turn into big trouble if not corrected swiftly and genuinely. Since it’s often difficult to see the say-do gap in yourself, rely on a few trusted colleagues to tell it to you straight and flag discrepancies. Rule of thumb: It’s better to say nothing or delay your communication until you’re certain that your actions will ring true.
2. Make the complex simple. Your employees and customers are being bombarded 24/7 by information, making it hard for them to hear you. Simplicity has never been more powerful or necessary. Effective leaders distill complex thoughts and strategies into simple, memorable terms that colleagues and customers can grasp and act upon. If you’re having trouble distilling something to its essence, it may be that you don’t understand it. So get clear and look out for technical jargon and business speak, which add complexity. Say what you mean in as few words as possible.
3. Find your own voice. Use language that’s distinctly your own. Let your values come through in your communication. Often, executives will opt for the sanitized “corporate voice” instead of their own because they think the former is more eloquent, more appropriate. This is not to say that correct grammar and use of language aren’t important — strong leaders know how to string a sentence together. But don’t fixate on eloquence. Concentrate on being distinct and real. People want real. People respect real. People follow real. Don’t disguise who you are. Be genuine, and people will respect you for it.
4. Be visible. Visibility is about letting your key stakeholders get a feel for who you are and what you care about. It’s easy to hide behind a computer and transmit messages to others without seeing or interacting with them. Although e-communication serves a valuable purpose, it is no substitute for face-to-face and voice-to-voice communication. In today’s environment, people are often burned out and need to feel a personal connection to you and the work that you believe in. Do a “calendar test” to make sure you’re allocating time regularly to be out on the floor, in the factory, in the call center, in the lab, in the store. Show your people that you’re engaged and care about them and their work.
5. Listen with your eyes as well as your ears. Stop, look and listen. Remember that effective communication is two-way. Good leaders know how to ask good questions, and then listen with both their eyes and ears. It’s easy to be so focused on getting your message out — or persuading others — that you don’t tune in to what you see and hear. Because you’re in a position of authority, the stakes are even higher because you won’t always get direct feedback. You need to read between the lines. Listen and hear what is coming back at you. Look for the nonverbal cues. Sometimes a person’s body language will tell you everything you need to know.
Recently, I was invited to be a guest panelist for a grad school class at the University of Washington focused on entrepreneurial marketing. One of the students asked, “When should a start-up hire a PR firm?” There were three of us on the panel and the students heard three different answers that day.
John Cook, founder and reporter for GeekWire and a fellow panelist that day, believes start-ups under 15 people should not really have a PR consultant. As a reporter he wants to talk to the CEO and founders directly, understand their technology and discuss the ideas and see the passion behind their business first-hand. What he doesn’t want is PR spin that sanitizes the sometimes messy details of launching a business, which help tell the story of founder’s passion and their next big idea, and makes people want to read more. When it comes to brand-new businesses, the founder is the only person who can deliver that level of passion and detail, and really the person who should be telling that story.
I think John is right about that. PR professionals are not stunt-doubles. If you hire a PR person who tries to stand in for you to talk about your passion, the interview will fall flat and you will waste a lot of money. (For another perspective, read Mark Cuban’s blog post.)
Also on the panel was Margo Meyers, a former TV journalist turned PR consultant and communications coach. Margo advised how a good PR person can be a benefit to a start-up company. A professional communicator can help a start-up craft their story, find a compelling angle or trend, and coach the founders on how to deliver that message effectively. She can also manage all the elements that go into a good news story like customer testimonials, case studies and impactful images that will enhance a reporter’s interview and help the story come to life. Margo made some great points as well. The process she described can add value and set up a founder for success, which in turn could be a good investment of scare resources in the early days of a start-up.
So who is right? Well, like most things in life and business, it depends.
When you hire a PR consultant in the evolution of your company depends on a lot of variables. Are you comfortable being interviewed or do you need practice? Can you craft a compelling story about your idea? How large a net do you want to cast in order to garner attention? Do you have people around you who can manage the details of a media relations campaign? Do you have a marketing plan and dedicated budget for PR? Should you hire an internal PR director, or a larger PR firm? And consider this: What is the long-term cost and risk of bad press or missed publicity opportunities when you are just getting to launch your product or service?
Without the answers to all those questions, I’ll offer a third alternative, as I did that day on the panel. Have a PR or communications professional as part of your advisory team in the first months of your start-up. In the same way that you seek out financial, legal and human resources advisors, a public relations professional brings a unique set of skills that adds value to any size business. (Read more about the link between PR and organizational success in a prior blog post “PR: A Critical Success Factor for Business Leaders”)
The upsides of having a business advisor experienced in PR include having an outside perspective about your message, how it will be perceived externally, how competitors’ messages are being interpreted in the media, and perhaps, when it is better to say nothing at all. We can also advise you about milestones in your business growth that are going to attract media attention to your company whether you want it or not, like SEC filings that alert reporters to otherwise “stealth” companies. And we can offer help answering all those questions listed above that will lead you to a decision about when it is time to hire a PR manager or an outside PR firm for your business.
Many public relations professionals are happy to offer advice to start-ups on an ad-hoc basis or as part of a more structured advisory team. The point is to ask for advice, be bold in your questions, and be open to having your beliefs about “spin” versus strategic communication altered.
Remember when the book you were reading served as a conversation starter? I’ve observed complete strangers who are sharing a flight engage in in-depth chatter, all stemming from someone’s book cover. Today, as tablets and mobile devices increasingly replace physical books, those forms of spontaneous engagement are decreasing. Additionally, with Facebook, Twitter, LinkedIn, and Instagram, among others, we are constantly inundated with digital forms of communication and social sharing. Today, more and more people yearn for a connection with personalized, physical objects to couple with their virtual experiences.
In order to drive awareness and demand for RPI’s personalization storefront and Cheezburger/The Madison Park Group’s new products, Communiqué developed and distributed customized pitch emails to business, tech, pet retail, stationery, photo merchandise and local media outlets. As a result, we secured coverage across several industries and expect additional stories to post. Below are a few coverage highlights:
Earlier this month, Communiqué PR had the pleasure of assisting our client RPI, a leader in make-on-demand, private-label personalized photo books, greeting cards and stationery products for mass and specialty retailers, announce an innovative partnership with Cheezburger and The Madison Park Group to showcase how companies can expand their existing brands, drive additional revenue and increase customer loyalty through personalized products.
Specifically, Cheezburger and The Madison Park Group are leveraging RPI’s embedded storefront service to offer personalized greetings made by RPI, sold by The Madison Park Group, and branded by Cheezburger and the consumer. This partnership is significant for a couple reasons: 1) it helps Cheezburger extend its online brand offline, allowing them to reach wider audiences and further engage fans; and 2) RPI’s personalization platform provides an easy way for any business to break into the growing mass customization category and gain market share.
- NWInnovation, “RPI, Cheezburger Launch Personalized Greeting Cards,” Nov. 13, 2012
- Gift Shop Magazine, “RPI, Cheezburger and the Madison Park Group Announce Strategic Partnership to Extend Brand Experiences,” Nov. 13, 2012
- What They Think, “RPI, Cheezburger and Madison Park Group Announce Partnership,” Nov. 14, 2012
- PMA Newsline, “ICanHasCheezburger? RPI to print internet memes,” Nov. 14, 2102
- Greeting Card Association, “RPI, Cheezburger and the Madison Park Group Announce Strategic Partnership,” Nov. 14, 2102
- International Contact, “RPI, Cheezburger and the Madison Park Group announce strategic partnership,” Nov. 16, 2012
Cheezburger’s personalized print products are available just in time for the holiday season online so check them out at The Madison Park Group’s www.create.madpark.com.
“There’s an app for that” has become more than a catchphrase – it is a way of life for busy professionals on the go. Staying up to date on new apps can be challenging. As such, I was excited to see Shane Robinson’s recent Forbes column, “Free Mobile Apps Every Entrepreneur Should Use,” highlighting Shane’s picks of the most useful apps for business people (specifically, entrepreneurs).
Out of Shane’s list, I immediately identified my five personal favorites. They are as follows:
- Skype – Skype is an excellent, universal way to keep in touch. If you are communicating internationally, you are able to use your phone’s WiFi connectivity to access Skype, which can save you huge expenditures on international calls. Furthermore, with the mobile app you will receive real-time Skype messages—so you are always available.
- Dropbox – Dropbox is an easy and free (up to a certain disk-space amount) way to store files in the cloud. Some people back all their files up on Dropbox; I only keep certain items I always need. However you use the software, the Dropbox app allows you access your Dropbox files from your phone, and share them with any recipient.
- Genius Scan – Shane’s list was the first time I heard of Genius Scan, and I immediately downloaded it. The app uses your phones camera to “scan” documents and then send them to a recipient as a single PDF file. This app might be useful if you forget to make a soft copy of a contract or if you want a virtual copy of something for later.
- Splashtop – Splashtop allows mobile access to your computer, from your phone. This app is excellent if you did not back up your files on Dropbox, and need to access them, or need access to your machine for some other reason.
- MobileDay – Like Genius Scan, I had not heard of this app until reading this list, but it immediately appealed to me. At Communiqué, we frequently are scheduling and participating in conference calls with clients, press and analysts. This app searches all calendars synced with your mobile phone (personal, professional and otherwise) and reminds you when you have upcoming scheduled events. The best feature of this app is that you can input dial-in information at your convenience, so that when you go to make the call, you can just press one button, and you’re in—perfect if you are on the go and don’t want the trouble of searching through your calendar for a set of phone numbers and access codes.
Check out Shane’s full list here.
- For more on professional mobile apps, check out: Best Mobile Apps For Busy Professionals — InformationWeek
- For more on professional tools from Communiqué, take a look at the following:
What is your most used app? Has your work day been impacted by a specific app or tool?