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.
As communications professionals, we at Communiqué PR don’t always like surprises. But no matter how much planning and preparation we do for a client, we’re bound to encounter a surprise or two. A product announcement just leaked before launch? A competitor publically dinged a client’s solution? A story got bumped, or our client’s quote wasn’t used in the final article? These unwelcome and unexpected surprises happen from time to time.
PR can sometimes be more of an art than a science, so outcomes can be hard to predict. That said, it’s important to provide our clients with strong, well-thought out estimates around expected results for each activity. It’s also just as important to communicate any potential changes to the results we’re all anticipating. As you may have read in our previous blog post about Communiqué PR’s Client Service Ethic, one of our key values is establishing shared expectations with our clients regarding PR activities.
Establishing shared expectations means:
- Providing estimated results before an activity. By sharing the results we expect to achieve based on each activity, it allows our clients to determine if the activity should be scaled up or down to best meet their business and communications objectives. It also educates our clients on the value of certain activities and subsequent results compared to others, such as the depth of coverage versus the quantity of coverage.
- Shifting the expected results as the plan changes. When it comes to announcements or launches, plans sometimes change. Whether we identify a new third-party reference, a customer decides they can no longer participate in a press release, or a product launch date slips, we can work around any changes and challenges that arise. However, as the strategy changes, the results will change, too. We strive to communicate the potential impact of these changes as soon as possible so our clients understand the implications of how each shift can affect the end results.
- Sharing results as soon as we can. If an article posts, we flag that for our clients as soon as we can. On the other hand, if a story gets bumped or the coverage schedule changes, we flag that for our clients quickly as well. We value transparency around coverage and don’t want to keep our clients in the dark when it comes to generating results.
While unwelcome surprises can sometimes be unavoidable, by establishing these expectations with clients, we help ensure there are no surprises when it comes to the actual results of PR activities. We strive to keep the lines of communication open and ensure our clients feel informed and prepared every step of the way.
As a new intern at Communiqué PR, I showed up on my first day having no idea what it would be like to work for a small PR firm. I knew very little about what my responsibilities would include, and even less about the people who worked here. But I am happy to say that right from the beginning, any fears or anxiety I held about the position were quickly washed away.
I was immediately greeted by a handful of friendly faces, and much to my relief, because of its boutique size, I could even remember everyone’s name from the get-go.
The more time I spend here, the more I learn about what it means to work in PR. Additionally, I have learned what a positive working atmosphere can look like, and that is perhaps even more valuable to my growth.
Although the team here at Communiqué PR encompasses many great traits, I have narrowed it down to three that I feel are most representative of the Communiqué working environment.
- Camaraderie: After just my first day, it was obvious to me that all of the employees here work exceptionally well together. Collaboration in small groups can be a challenge, even for many business professionals, but here at Communiqué, the staff excels at this. Taking on client projects in pairs or small teams demonstrates the trust and mutual respect they share for one another. I have been extremely impressed with each individual’s ability to be honest, understanding, and dedicated to help the other woman in whatever way they can.
- Passion: Even from an outsider’s perspective, I think it is clear that the women who work at Communiqué PR truly value their relationships with one another, not just on a professional level, but on a personal level as well. In the few weeks I have been on board, I have already seen new friendships forming, and old friendships continuing to grow. In addition to genuinely caring for each other, it is also clear that every member of the team has passion for the work that they do. I can hear the excitement in their voices when talking about different projects, and it is easily evident that they truly want the best for their clients. Each morning when I walk in at 9 a.m., the office already holds an atmosphere of lively energy, and when I leave each evening at 5 p.m., the office is still buzzing.
- Fun: It goes without saying that this team is comprised of extremely dedicated and hard workers. But what I think is more unique about the group is their ability to enjoy themselves and have fun throughout their workday. With this being my first PR Internship, I had my doubts about whether or not enjoyment was truly possible in an office setting, but now I can say I’ve seen and felt it for myself. Whether they all go to lunch together, enjoy an ice cream on a warm afternoon, or share a good laugh during the day together, there is no limit on the amount of fun and enjoyment these women have when they are together.
I feel lucky to have the opportunity to work at Communiqué PR, and I know that I am going to come away with not just a deeper understanding of public relations, but also a greater understanding of what it is like to enjoy your career and the people with whom you share it.
It might sound like a tip from an overprotective mother, but once you post something on the Internet, it becomes public and it is hard to undo. I’ve heard adults pass this knowledge along to teens that live and breathe in a virtual world, posting every feeling or rant to Facebook or Twitter.
There have been plenty of articles about how sharing too much information or the wrong information via Twitter can put you, as an individual, in danger, but the same is true for brands. Just like sharing personal information, such as your address, social security number or password is a no-no, there are certain tweets a company should also avoid.
We have all heard the horror stories of employees posting to the wrong handle, but even simple, intentional posts meant to increase engagement can be harmful. Ragan Communications recently published an article, “12 things not to share on Twitter–ever,” that offers some advice. I pulled some of the Ragan tips that I’ve found helpful as we work to manage social media handles for some of Communiqué PR’s clients.
Consider the following:
- Don’t Bash the Competition. Take the high road and leave the competition off your Twitter handle. You’ll only draw attention to your competitor and could create a Twitter war, which takes the focus off of your customer. For example, have you seen political ads that bash the competition? Ask yourself how it resonates with viewers, because it will often drive them away. We typically recommend that our clients take a positive approach.
- Don’t Brag About Your Vacation. Some brands overshare and post vacation photos from their employees, but this can hurt you. Posting extravagant photos of you diving in Bora Bora can make customers jealous and remind them of how much money you are making off of them. We also suggest thinking through how your post links back to your company’s objectives. Mediabistro also offers additional reasons why posting about vacations are not a good idea for professional and personal reasons in a post, “This Summer, Don’t Tweet Your Vacation.”
- Don’t Promote Your Political Agenda or Religion. Religion and politics are two hot button issues that you should avoid. Both can create divides and as a brand, you don’t want to turn off a potential customer.
- Don’t Throw Tantrums. Avoid ranting or whining tweets. A lot of people use Facebook and Twitter as a platform to rant about work, friends, relationships and the government, but brands should avoid tantrum tweets at all costs. For example, celebrities that maintain their brand on Twitter often make headlines for their Twitter rants and quickly follow it up with a public apology. As a company, avoid this spotlight.
- Don’t Get Angry. It is easy to respond to tweets and shoot back at those that have wronged you, but you should avoid this. Sending angry tweets makes the company look bad. For example, we had a client that was being “bullied” via social media about a corporate change. We let the conversation play out and didn’t engage. Most of the time, the bully won’t be satisfied with the response and you will only fuel the fire. The flame will extinguish on its own.
- Don’t Exaggerate or Lie. Have you ever seen an infomercial that makes outrageous claims that you know are too good to be true? Don’t use your Twitter handle to do this either. Your company and credentials should speak for themselves. If you exaggerate or lie, people will likely find out and lose trust in your brand.
- Don’t Rely on Your Intern. Many companies think that because someone is young, they are savvy with social media and know how to properly use Twitter. But being young often comes with inexperience, so make sure whoever you put in charge of the social media account is the best point person. One mistake on Twitter can damage your brand. For example, Marc Jacobs had an intern designated to manage its Twitter handle. A few weeks into the job, the intern had a meltdown via the Marc Jacobs handle and tweeted, “I can call him out! I’m out! Won’t work in this town again! I know that! Learned a lot. But, I don’t have the energy for what is expected!”
- Don’t Tweet During Happy Hour. Happy hour is not an appropriate time to Tweet from a professional handle. After a few drinks you could either post something you normally wouldn’t post or misspell something.
- Don’t Get Too Personal. You want your Twitter followers to feel like there is someone behind the handle, but be careful not to expose too much and make it about you.
If you are in doubt, it is best not to post something you’re unsure about. You should always err on the side of caution. Make sure you are staying true to your brand and sending messages you want your consumers to associate with you, because you never know who is watching or when those posts might resurface. For more tips about Creating an Authentic Presence on Social Media or Tweeting as a Brand: Do’s, Don’ts and Companies Worth Learning From, read our previous posts on these topics.
Struggling to keep employees motivated and passionate? Caught up in the humdrum of daily life? Consider trying goal setting, in the office or in your personal life! Goal setting is beneficial to both personal and professional management. Setting goals, and displaying them, is both motivating and a reminder of the bigger picture. Additionally, it is helpful for project organization. I first came across goal setting when I worked at Lululemon, the popular athletic apparel store. They had every level of employee fill out a simple goal sheet, categorized by ”health,” ”personal,” and ”professional” one-year, five- year, and 10-year goals. I loved the idea and have continued to do it in my own life. Why should you or your employees try it?
Inspiration: In any business, it’s important to inspire passion in your employees. In PR, the variety of clients and projects make for few dull moments on the job. However, it is still essential to keep employees engaged with and zealous about their work. Setting goals can help you, or your staff, remain diligent about work, serving as a reminder as to why day-to-day activities matter, whether they be in the office or in your personal life.
Big picture thinking: Goal setting allows you to think in the long term, focusing on the big picture. This can be helpful when thinking about big-picture goals for your company, your position at work, or yourself. We often complete messaging workshops for clients asking where they see themselves down the road, or what their big goals are—why not try the same big picture approach to your own life and career, or your staff’s?
Motivation. Goal setting provides something to work toward, which can be extremely motivating, especially if you are caught up in a tedious or tiring task. Goal setting reminds you why you are on the path you are on, making small tasks part of a big-picture achievement. Seeing the light at the end of the tunnel can be motivating, for employees or for yourself.
Time management. While goal setting may seem abstract and imaginative, it actually provides a sound strategy through which efficient time-management decisions can be made. Once you have established long-term work or personal goals, you can determine your strategy for realistically achieving them. What needs to be done in the next six months? The next three? Today?
If you are looking for some inspiration, either in the workplace or in your own life, consider setting a few goals, and breaking down how they can be achieved. Writing down goals, and thinking through what needs to be achieved to accomplish them, is a powerful motivation tool in your daily life. Grounding big goals – whether they are for your company, your staff, or yourself – in manageable tasks can help make big picture dreams a reality.
For more information on goal setting, check out:
Today, there are many different social media sites available. So what makes LinkedIn more appealing to professionals? Having just recently joined the one hundred million other users, I wanted to learn more about the site and discover the advantages LinkedIn offers to working professionals over other social media sites. In addition, after reading Jennifer’s blog post on “The Value of LinkedIn vs. Other Social Media Networks,” I became even more curious about the overall success strategy on the site.
Just about every businessperson knows that joining LinkedIn is a prudent decision, but what they may not know is how to manage it effectively. So, after posting a photo and some basic information, what is the next step a person should take in order to maximize the network’s value? Here are four tips to keep in mind:
- Establish yourself. In order to be a successful LinkedIn user, establishing yourself among other users is an extremely important step. After setting up a profile, the next step is to gain connections. The more followers you have, the more potential opportunities you will have. With LinkedIn, you can reach out to people beyond just colleagues and employers. Don’t be shy about seeking out old friends and acquaintances. You never know what opportunities await and you might as well reach out to as many people as you can. Another helpful way to meet new people is to join groups. If you find someone you don’t know but want to connect with, find a group they are in and join it yourself or request that a mutual connection provide an introduction. In addition, an underlying advantage to gaining followers is that the more people who click on your profile, the higher up you will rank in online searches, which further enhances your networking power.
- Remain active. Once you are established with friends and networks, that doesn’t mean the work is over! The next task is to keep information current. The more changes that take place on a LinkedIn account, the more circulation your name will have on other people’s accounts. This action will ultimately earn you a place in someone else’s mind when they are searching for a new business partner or employee. Just like Facebook and Twitter, LinkedIn also makes it possible for its users to post a status update. Any status has the potential to appear on your followers’ news feeds, and it is a great way for your name to pop up and remind others of who you are and the work that you are doing. That being said, don’t post “fluff,” and don’t overuse this tool. While it can be a very beneficial way to share new information or ask a question of your networks, overusing it can make others irritated by your excessive commentary.
- Maximize use of the event section. Also similar to Facebook, LinkedIn provides users with an event page. If you click on the event “attending” list, then you will be able to see all of the people attending the event. This allows you to prepare yourself for networking conversations well in advance. Furthermore, it is a great tool for advertising and organizing an event you are planning.
- Learn about your competition. LinkedIn is an excellent source to discover who you are competing against and what others are posting about to separate themselves from the crowd. Take advantage of this opportunity and use it to help gauge who you are competing against in a job interview, or how competing companies are recruiting new employees. Although your competition might be hesitant to add you if you request them out of the blue, try joining groups they are likely to be a part of and try connecting in the group first by engaging when they share content. In addition, research current employees within organizations you might be interested in joining. Discover what qualities they possess, and then try to meet these qualities to make yourself a more competitive and well-qualified candidate.
Unlike other social media networks, the primary purpose of LinkedIn is to facilitate business connections and relationships. Although other social media alternatives may also be capable of facilitating business development, there are so many other uses that the business aspects can often be drowned out. LinkedIn is an invaluable reference tool for individuals and companies, and it is important that anyone working in today’s business world is knowledgeable about how to best manage their account.
For more information, visit www.linkedlin.com
As PR pros, we’re invariably asked by clients to help them establish, protect and/or enhance their brands, but how often do we pause to ensure our personal brands receive the same treatment? Personal brands can help garner new business, pique the interest of new talent for recruiting purposes and even land you a new job.
I recently read an article, “Three Tips to Take Your Personal Brand to the Next Level,” and while it’s helpful, I think it’s more of a Personal Branding 201 level course. If you need the Personal Branding 101 level course, you’ve come to the right place.
Below are three guidelines to help you establish your personal brand:
- Determine messaging. Once you figure out what you want to say, it will be easier to craft content for your profile(s) and create your elevator speech. Ideally, your messaging will tell people who you are, the skills you have and what separates you from others in your field. To develop your messaging, consider your objectives for doing so. Looking for a new job will require significantly different messaging than acquiring new business. Regardless of objectives, your messaging needs to be authentic – you must be honest and believe in what you are saying – and be able to convey both. Having proof points available will help you with this. Once you develop your messaging and supporting points, practice what you will say with your friends, family and mentors. Listen to their feedback and make adjustments as necessary.
- Digital presence. One of the easiest and cheapest ways to build awareness of your personal brand is to develop your digital presence. Outlets such as Twitter and LinkedIn are perfect for this since both are well-suited for professional discussions and networking. A previous Communiqué PR blog post covered the values of social media channels, including LinkedIn. Additionally, this Beginner’s Guide from Mashable is a good resource to get started. Once your social media profiles are established, begin following people (on Twitter) and making connections (on LinkedIn). Participate in conversations, share interesting and relevant articles and make sure to respond to outreach directed at you.
- Network, network, network. In addition to networking online via Twitter and LinkedIn, as noted above, there are additional opportunities offline as well. If you’re a PR pro, the Public Relations Society of America is a good place to start, especially the Puget Sound chapter if you’re in the Seattle area. There are other groups for various industries, including: International Association of Business Communicators, Society of Professional Journalists, Social Media Club, Washington Technology Industry Association, MIT Enterprise Forum of the Northwest and many others!
By following the above guidelines, you’ll be able to speak consistently about your personal brand, increase awareness and make new connections. Ultimately, this will help you generate new business or partnerships, recruit when your company is looking to hire, or find a new job when it’s time for the next step in your career. What else have you found effective?