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.
I serve on the Board of Trustees for Villa Academy, a private independent school in Seattle educating children in kindergarten through the eighth grade. In the past several months, I have been thinking about how Facebook could be used by Villa and other elementary and middle schools to help them achieve their top objectives.
I began brainstorming by reviewing a New York Times article that highlighted how small businesses are using Facebook. After all, if small businesses are benefiting from social media, why can’t schools?
As I pondered this, I came up with a list of reasons schools should have a presence on Facebook. I also conducted some research to see how other schools are using Facebook and Twitter. Here are my conclusions.
Facebook provides schools with a powerful opportunity to achieve the following:
1) Communicate about school activities. Facebook can be used to publicize information about school events / performances or highlight the progress of particular classes.
2) Build community and school spirit. Social media is an excellent vehicle for community building as it allows people to engage with other parents, administrators and alumni.
3) Motivate people to donate time and money to the school. School’s can leverage Facebook to make appeals for support.
4) Support school admission goals and publicize open houses. As schools look to expand awareness of the breadth and depth of academic programs, Facebook can be another resource for them to showcase information.
5) Stay connected with alumni. Many alumni are interested in the happenings of their schools. By creating a Facebook page, there is an opportunity to stay engaged with former students and employees of the school.
6) Stay current on how technology is changing the way we communicate and collaborate. After all, teaching the Facebook generation is going to require some firsthand experience of the 21st century tools they use.
7) Monitor what is being said about the school. Social media is an excellent way to gain feedback from key constituents and get a sense of the general sentiment of an educational institution.
Consider Denver Academy, which is a private school focused on educating children in first through 12th grades with learning differences. Administrators of the school are using both Facebook and Twitter – in addition to its Web site updates and e-newsletters – to inform its community of the latest news and events.
According to Bridget O’Toole, PR and communications coordinator at the school, the use of social media has been well received by parents and students alike. “We have received a lot of positive feedback about our use of Twitter and Facebook. Parents, alumni and prospective families all enjoy visiting our Facebook Fan Page as it provides them with a way to learn more about our community and school activities. It is an easy and hassle free way for us to share information about school activities and build awareness of our unique academic programs.”
While Facebook provides many organizations with tremendous opportunity, it is not without its risks and challenges. For instance, Facebook has a policy that children under the age of 13 are prohibited from having accounts, but it does little to enforce the policy. So what is a school administrator to do when a child under 13 wants to become a friend?
To provide more control over comments and content posted, as well as to avoid dealing with the underage “friending” issue, Denver Academy uses a Facebook Fan Page. A Fan Page is not the same as an individual profile page. It is simply a page where an organization (company or nonprofit) can post information, applications, photos or videos.
Also, contrary to an individual profile which limits you to 5,000 friends, a Fan Page allows for an unlimited amount of fans.
The bigger the fan base, the more the page will be viewed. When people become a fan of a page, it shows up on their personal wall and is visible to their friends. Friends can then click on the alert and immediately be taken to the Fan Page.
Fan Pages also allow you to place a varied amount of security settings. This gives you the freedom to make your posts as public or private as you want.
With regard to people posting comments on the Fan Page, O’Toole acknowledges, “We actively monitor our Facebook page and delete any comments we deem inappropriate. Thus far, the benefits of the page have far outweighed the risks.”
Twitter also has served as a highly beneficial means of communication for the Denver Academy. O’Toole commented on the ease of setting up the site. “The beauty of twitter is its simplicity and straight-to-the-point format,” she said. ”Our followers can go to the page and see everything the school has tweeted about.”
Finally, O’Toole explains, once the school created its Fan Page and Twitter handle, it posted links on its Web site and e-newsletter and began noticing an increase in both parent and alumni involvement with its social media pages.
So whether you are looking to increase enrollment at your school, or simply stay engaged with parents and alumni, using social media is an easy, free way to communicate.
On Feb. 10, we announced Communiqué PR would host a Twitter contest in conjunction with the firm’s sixth anniversary.
The idea for the contest came after Jennifer Gehrt participated at the Enterprise Social 2.0: Rip or ROI? event in Amsterdam. There, she heard executives with Kodak, Dominos and others share details about contests held via social media to drive buzz and awareness. These well-known brands saw social media contests increase brand awareness and facilitate deeper engagement with key audiences.
We decided to experiment with our own contest to see if we could achieve similar results on a smaller scale, while also gaining valuable experience we could leverage on behalf of our clients. Our objectives were to drive awareness and sales of “Strategic Public Relations: 10 Principles to Harness the Power of PR,” and increase visibility of Communiqué PR.
The contest took place on Fri., Feb. 12. Throughout the day, we asked eight trivia questions. The answers to each question could be found on the Communiqué PR Web site or our blog. The first two correct responders received a copy of “Strategic Public Relations.” Dan Greenfield, organizer of PRMKTG Camp, also graciously offered a free ticket to the upcoming Seattle event as a prize for the first correct response to the final question of the day.
Given our objectives, we knew it would be important to reach individuals that are interested in public relations, marketing and communication, so we intentionally selected prizes that would appeal to that audience versus a broad consumer audience. Offering something such as a new iPod might have increased the overall number of followers, but those individuals may not be interested in PR.
To measure the impact of the contest we monitored,
- Sales of “Strategic Public Relations;”
- The number of new followers of @CommuniquePR; and,
- Web traffic to the Communiqué PR Web site.
In addition to these immediate results, we are continually tracking reviews and blog mentions of “Strategic Public Relations” from contest winners who receive and read our book.
The initial results from our contest were as follows:
- Sales of “Strategic Public Relations” increased during and following the contest. On Feb. 12, the day of the contest, we saw “Strategic Public Relations” climb Amazon’s list of bestselling PR books to number 27 up from 100+ on the hour-by-hour sales rankings list. Since our contest, sales have continued to increase. On Feb. 17, “Strategic Public Relations” was listed number 10 on Amazon’s best selling PR books.
- Followers of @CommuniquePR have increased by approximately 7 percent. The decision to offer prizes that appeal more narrowly to our target audience seemed to be a good decision as a large majority of our new followers appear to be interested in PR, marketing and communication.
- In addition to new followers, we have seen more conversations about “Strategic Public Relations” and an increased level of engagement with individuals via the @CommuniquePR handle.
- We did not see a marked change in the Web traffic on our site, although site traffic has been unusually high since being mentioned on HARO.
Besides the 16 books and the cost of shipping the books to the contest winners, the only other costs associated with executing the contest was the time of our team. Although, I will add that the time to develop, promote and monitor the contest were not insignificant.
Overall, we felt the contest was a success; however, it is too early to say if we will host a similar contest on our seventh anniversary. In the meantime, we will capture additional feedback and monitor for additional results, such as book reviews from the contest winners who won copies of “Strategic Public Relations.”
We gathered valuable information from our experience hosting a contest on Twitter. If you are interested in learning more about our experience or need counsel on conducting your own Twitter contest please contact us.
After thwarting a plot by a Nigerian man to blow up an American passenger jet on Christmas Day, Homeland Security Secretary Janet Napolitano was widely criticized for sending mixed messages to the American public surrounding the effectiveness of the U.S.’s airport security strategy.
A recent CNN.com article by writer Drew Weston suggests, “Napolitano’s gaffe (which, to be fair, she later sought to correct) was not an isolated incident. It is emblematic of a seat-of-the-pants approach to speaking with the American people about issues that really matter to them that is increasingly undermining the administration’s credibility.” Weston goes on to say, “It is difficult to find an issue on which the White House has offered a coherent, compelling message.”
This example underscores the importance of creating and communicating effective messages consistently. Effective messages are the key points you want your target audiences to hear and remember about your organization, an issue or a trend. These messages can be used to:
- Clearly articulate an organization’s position on a trend or newsworthy topic
- Establish a company as a thought leader in a particular category or industry
- Successfully position a company against a competitor
Consider the following tips when devising key messages.
- Develop a message framework with supporting data points – this can be done in a grid format with your pillar messages on top and the supporting data or anecdotal points below. For example, if one of your pillar messages is “Company ABC is the largest supplier of gourmet cupcakes in Seattle,” you would list the points that speak to the benefits and support that message underneath (i.e. our cupcakes are in more than 200 Seattle-metro Starbucks, etc. making us one of the easiest cupcake companies to partner with).
- Create a narrative – once you have your messaging framework completed, it helps to take that information and develop narrative messages in a bullet point format. These narratives and anecdotes can be weaved into FAQs, developed into media pitches or be used as sound bites for key spokespeople. Going back to the cupcake example, one of your narrative messages could be:
- “Everybody loves a cupcake. The recent surge of independent cupcakeries and cupcake accoutrements has created a healthy marketplace for the independent cupcake retailer; however, there are few gourmet cupcake companies which serve larger retail stores such as coffee shops chains and restaurants. Company ABC has built a solid reputation for being one of the premier suppliers of gourmet cupcakes to these outlets, and our longstanding relationships with household names such as Starbucks is proof of our success in this market.
- Ensure all key spokespeople are well versed in the key messages – it’s critical that all spokespeople are familiar with and comfortable communicating the key messages. Once you’ve developed your key messages, make sure that each of your spokespeople receives a copy. You may also want to set up mock interviews to ensure your spokesperson is clearly articulating the key messages during an interview.
In today’s complex communication environment, developing and consistently communicating effective messages is more critical than ever to cut through the noise. Compelling messages allow organizations to better position themselves to get their message across to key audiences, and help achieve their communication and business objectives.
If Janet Napolitano had consistent messaging surrounding the Northwest Airlines terrorist plot, she may have been better able to assure the American people about the effectiveness of the country’s current airport security system and communicate what measures the U.S. was going to take to make the system even better.
Today’s communicators are called on to write for an increasing number of mediums including print and broadcast media, social networks, and online media such as blogs and Web sites. Some of us are also writing scripts for podcasts or YouTube videos.
So how do you – as a communicator – effectively write for these different mediums and ensure your communication rises above the noise? Yesterday, I outlined some tips with the South Sound chapter of the Public Relations Society of America (PRSA). Here is a recap of the tips I shared.
- Possess clarity of thought – If, as a writer, you are not clear on what you want to communicate, then chances are your writing will not be clear, concise or compelling.
- Know your audience – This will enable you to tailor your style, message and story to the audience and its needs.
For example, consider Motrin’s 2008 campaign targeting moms, which backfired by upsetting its intended target audience. Moms found the company’s message – that “baby-wearing” is a fashionable accessory – offensive. This caused Motrin to pull the ad and led disgruntled moms to create the Facebook group, “Babywearing isn’t painful. Boycott Motrin for saying it is.”
- Craft a compelling story – Effective storytelling arouses the emotions of the listener/reader. It draws readers into the drama and has the power to shift perceptions. Some guidelines to follow when crafting a story:
- Show don’t tell
- Make it interesting
- Use analogies
- Provide the point
- Stay true to your brand – Communicators have increasing opportunities to share information and engage with others. However, it is important not to stray from the core values of your brand, what your brand represents and your business objectives. Make sure you are consistent across all forms of communication.
Nora Doyle, community relations specialist with Tacoma Public Utilities, provided wonderful examples of how her team has integrated the Tacoma Public Utilities brand and messages into a variety of mediums, including transit ads, billboards, brochures, and on its Web site and Facebook fan page in a consistent and thoughtful manner.
- Understand the medium –What works for a blog will not necessarily work for a press release, a pitch or a YouTube video. Do your research; investigate successes and flops with the specific medium. Also, think about how you can leverage communication across multiple mediums and include these in your overarching communication plan.
- Keep communication concise – Consider the attention span of your audience. Researchers in Britain carried out a study and found an average person’s attention span today is just five minutes and seven seconds compared to 12 minutes ten years ago. As communicators we get limited opportunities to grab our readers attention. Headlines matter. Make sure each word counts.
- Broadcast less and listen, engage more – This may not seem to be a writing tip; however, to be an effective writer in today’s media climate it is important to build respect and trust. If you are not listening and responding to your audience(s) you will not be able to communicate in a way that builds a relationship.
So the next time you have a case of writer’s block or are preparing to write for a new medium, I hope you’ll review this list of suggestions. I find when I am stuck, taking a few minutes to identify my issue helps me solve it and complete my writing assignment in no time.
This February, Communiqué PR is celebrating its sixth anniversary. In conjunction with this milestone, we have decided to launch a Twitter contest. You can follow @CommuniquePR to participate in the Communiqué PR Trivia Contest.
Here’s how it will work. Beginning at 6 a.m. PT on Feb. 12, we’ll post the first of eight trivia questions. The first two correct responses to each question we receive via @CommuniquePR will receive a copy of our book, Strategic Public Relations. Please see below for the official rules.
We hope you’ll help us spread the word by sharing this post via Twitter and good luck to all!
Official Rules
1. Eligibility: This contest is open to U.S. residents 18 years of age or older at the time of entry. Employees of Communiqué PR are not eligible.
2. To Enter: The contest begins at 6 a.m. PT, Feb., 12, 2010 and will continue until 11:59 p.m. PT, Feb. 12, 2010. To enter, visit www.twitter.com/CommuniquePR and follow @CommuniquePR to receive trivia questions. Entrants will be required to respond to @CommuniquePR.
Questions will be posted as follows: eight questions will be posted between 6 a.m. PT and 8 p.m. PT, Feb., 12, 2010. Winners will be determined on a first come, first serve basis: the first two respondents to reply to @CommuniquePR with the correct answer will win a copy of Strategic Public Relations: 10 Principles to Harness the Power of PR.
Winner will be contacted via reply from @CommuniquePR.
3. Judging: Each question will be posted on www.twitter.com/CommuniquePR and participants must reply to @CommuniquePR with the answer. The first two correct answers received by Communiqué PR will win. Judges’ determinations are final. Communiqué PR will select two winners for each of the eight questions. Winning responses will be posted on CommuniquePR.com and twitter.com/CommuniquePR.
4. Prizes: The 16 winners will each receive one (1) copy of Strategic Public Relations, a $28.99 value. Communiqué PR will not be responsible for any loss, liability or damage arising out of the winner’s acceptance or use of the prize. All prizes are guaranteed to be awarded.
5. Redemption: To redeem your prize, you’ll need to provide Communiqué PR with your full name, phone number and mailing address.
6. Conditions: Communiqué PR is not responsible for lost, late or unintelligible entries, lost connections, miscommunications, failed transmissions, other technical difficulties or failures. Communiqué PR reserves the right to terminate or modify this contest at any time in the event of any intervention with the promotion beyond the control of Communiqué PR. In such a circumstance, winners will be selected based on the entries received to date of termination. Entrants agree to indemnify Communiqué PR from and against any and all claims and liabilities arising out of or in connection with this contest. Only one prize per person.
Winners will be notified on Twitter.com. By entering this sweepstakes you agree to the use of your name and likeness and entry for promotional purposes (except where prohibited by law.)
7. Consumer Information: If you wish to receive a list of prize winners, or have any questions about the contest, specify your request and write to: Twitter Trivia Contest, Communiqué PR, 314 W. Galer Street, Suite 100, Seattle, WA 98119.
Recently, I had an opportunity to re-connect with Hanson Hosein, director of the Master of Communication in Digital Media at the University of Washington. Hanson, a former NBC News war correspondent and investigative producer, is passionate about storytelling, new models of communication and social media. I enjoyed chatting with Hanson about the impact of social media on communication. He shared his perspective on how digital media is awakening citizens and changing the world.
The intersection of storytelling and social media is fascinating for professional communicators, because as Hanson and others have articulated, social media enables anyone and everyone to be a broadcaster.
As consumers become broadcasters, they have a heightened ability to broadly influence others, and essentially everyone becomes an advertiser. In addition, more and more consumers are leveraging their social networks for buying decisions. I know this is true for me. When I upgraded my mobile phone, I solicited input from my network on Twitter and Facebook to determine whether I should purchase an iPhone or Android. (The iPhone won out.)
I am not the only one turning to my social network, consider the recent survey results from the Retail Advertising and Marketing Association illustrating that 93.6 percent of mothers with kids at home seek the advice of others before buying a service or product.
Clearly, with more people sharing information there is an increasing issue of trust. How do you know the information shared is accurate, valid, and authentic? False user reviews, erroneous tweets, and paid blog posts should make readers take pause. I believe we still rely on trusted journalists and credible news outlets to validate the points of view of our friends, which means its still important for companies to implement strategic public relations campaigns.
As we outline in our book, this changing landscape has swelled media fragmentation, led to a saturation of information and increased susceptibility of a brand’s reputation to scrutiny. These trends are driving business communicators away from traditional advertising to public relations.
Communication professionals need to evaluate and incorporate these trends and social mediums into their strategies in order to be successful. A critical component to successful public relations is the ability to craft a compelling story. Effective storytelling can engage, build trust and influence perceptions.
Given this, I was excited to learn that Hanson is writing a book about storytelling in this new landscape. The working title, “The Storytelling Uprising: How to Connect in the Disruption of the Digital Age” is tentatively scheduled to be published later this year.
It is an exciting time for public relations. As the industry continues to experience significant change, it is wonderful to connect with thought leaders such as Hanson. If you’re interested in hearing more about his perspective on digital media you can hear Hanson speak at Tedx Seattle, April 16, 2010.