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.
Political polarization. Cultural divide. Partisan gap. If you are anything like me, you’ve been feeling the division in our society intensely for the last couple weeks. Or maybe months? Or years? Take your pick.
The Associated Press dedicated a 2016 series to the topic, saying “Americans are more divided than ever, gridlocked over social issues, race, gender and the economy…It’s no longer just Republican vs. Democrat, or liberal vs. conservative. It’s the 1 percent vs. the 99 percent, rural vs. urban.” And last summer, the Pew Research Center found that when it came to views on former President Donald J. Trump, the gap between Republicans’ and Democrats’ was wider “than for any other U.S. president in the modern era of polling.”
There is an argument to be made that the media amplifies this cultural divide we are all experiencing. However, the fact is, we all feel it and we carry those feelings into our workplaces, whether it’s in person at the office or over Zoom.
The good news is this cultural divide has been countered in recent months with a crescendo of corporate voices calling for a stronger commitment to Diversity, Equity and Inclusion (DEI). Increasingly, companies are emphasizing the importance of employees’ individuality; pledging to embrace the differences in their workforce and to identify and banish systemic inequity. However, the stumbling block for many companies in this area is how to implement and effectively bring about such fundamental change.
More organizations are turning to DEI training to address the unconscious bias and barriers to diversity and equity within the workplace. Our client, Kantola Training Solutions, recently gave our agency a chance to trial their new comprehensive DEI course. The interactive, self-paced training guides learners through exercises that require quick judgements, careful deliberation, and creative thinking. My initial impression was that this course was vastly different than any I’d experienced in the past. More on that later. First, I want to explore why DEI initiatives fail.
There have been instances that have shown implementing DEI training within companies can backfire, and in some cases, increase hostility and bias in the workplace.
The main challenge in creating an inclusive environment where employees can show up as their authentic selves, according to Associate Professor of Sociology Ilana Redstone, is that our whole selves “inevitably include our political orientations, our moral intuitions and our tolerance for difference.”
As Redstone notes, we’re facing differences in how people understand core concepts like fairness, identity and intent. So, based on this, how then do we authentically reconcile these essential differences in the workplace?
Redstone argues in her Forbes’ article that the key to creating an inclusive workplace is to change mindset rather than to change minds. She suggests that we can either start talking to each other with the understanding that there will never be total agreement, or we can strive for consensus on these controversial subjects. Redstone argues that the first option is the “only path forward” and “organizations that ignore this reality will see an erosion in their workplace cultures-and in their bottom lines.”
The first step is for leaders to create a culture that fosters “humility, curiosity and a willingness to be wrong,” writes Redstone. An environment where employees are eager to learn how others experience the workplace and open to seeing the world in a new way, possibly divergent from what they’ve always understood, presents a strong foundation for fundamentally transforming corporate culture.
So, what made Kantola’s DEI training so different? As I explored the course further, it struck me that this tool aims to do just what Redstone proposes – foster a new way of thinking. By allowing learners to “step into the shoes” of individuals with differing perspectives and learn how others can experience the same workplace in very different ways, Kantola’s course sets the stage for a conversation between people with a variety of viewpoints. And by engaging learners in a safe, judgement-free learning space, the course lets them see how their choices impact the lives of others in the workplace, thus giving the opportunity to reflect and adjust their behavior.
Emphasizing their intention to drive change in organizations, Kantola has also developed a companion leadership primer to guide companies through the steps of building a successful DEI program.
The chorus of voices calling for a fundamental change in America’s corporate culture is warranted, but the element that’s been missing is the crucial first step of changing mindset. For any DEI initiative to work, companies must first create a foundation of acceptance of diverse viewpoints. By creating an environment where employees welcome and embrace new perspectives, leaders are laying the groundwork for success in reimagining their corporate culture.
Boilerplates – the paragraph that provides key information about a person or company – are essential for companies that are looking to clearly articulate their mission and consistently provide important background information for journalists. Public relations professionals are frequently tasked with developing this standardized paragraph used across a variety of marketing materials. They often include high-level information and can be beneficial for companies in several ways.
Before taking a closer look at the composition of boilerplates, let’s take a step back to learn the historical significance of the word. The origins of boilerplates can be traced back to the 19th century, referring to a plate of steel used as a template in the construction of steam boilers. For the newspaper industry, these sheets of plated steel were used for engraving copies of prepared text intended for widespread reproduction in newspapers, such as advertisements or syndicated columns. Known as boilerplates, these consistent steel plated texts lowered the cost of production and saved time in the printing process.
Today, the term is applied widely across a variety of industries to refer to a standardized method, form or procedure. In public relations, the boilerplate is a standardized paragraph inserted at the end of all press releases that provides an overview of the company or organization. For this blog post, we’ll examine the structure and benefits of boilerplates.
What’s Inside a Boilerplate?
Essentially, a boilerplate is a corporate summary that’s reprinted word-for-word at the end of every press release, among other places. Boilerplates help companies educate readers on their mission and offerings. When drafting the piece, content should be direct, concise and free of jargon. If you are uncertain of what to include, I suggest reviewing the elements below to guarantee you’ve covered all the bases. Boilerplates can include:
- The date and place the company or organization was founded
- Information about products or services
- The mission and purpose of the company or organization
- Major milestones, awards, and honors
- Impressive metrics, e.g., number of employees or customers
- Relevant website or social media links
Benefits of Boilerplates
While boilerplates are often overlooked and given little attention, they can help companies connect with their audience and establish their brand through consistent and concise messaging. For companies, the boilerplate is the one piece of information that gets the most exposure across all channels. In press releases, a boilerplate can establish a company’s background, mission and important milestones. For journalists, it offers consistency as they look to connect the dots between separate stories. In addition, boilerplates make their job easier and helps them quickly recall a company without further research.
Although it can seem like a tedious job, boilerplates should be consistently reviewed and updated with relevant details when new developments or milestones are reached. Set a reminder on your calendar to review all boilerplates as you enter a new quarter and add a link back to this blog post so you can be confident that this ready-to-use piece of content includes the most up-to-date and compelling information.
Like many people, I spent my COVID quarantine listening to not one but two surprise Taylor Swift albums. Taylor has long been lauded for her storytelling ability – it’s arguably her greatest strength as a musician. Her devoted fans feel connected to her lyrics and envision themselves in the songs she sings, which are rife with everyday struggles and describe emotions we all feel or felt in our youth. As she’s matured, so have her stories and perspectives. While her albums once told stories about a scorned young woman burning pictures of her ex, they now tell stories of complicated marriages with imbalanced expressions of adoration and support. When you listen to them, it’s like stepping into the universe in which the stories exist and living them firsthand.
Writers can learn much from Taylor’s storytelling prowess. Below are three lessons.
No. 1: Let the Details do the Talking
A story must be created, as it were, brush stroke by brush stroke. The writer should strive to show the reader, rather than tell them. Small, concrete details are usually the difference between a story that works and a story that fails, or between a good piece of writing and a great piece of writing. Details inject emotion into a story and draw on the reader’s senses to bring the story to life. It’s important to note that a story does not necessarily have to have a lot of details. Certainly, writers don’t want gratuitous details that will only bore the reader. Remember: every detail should have a purpose. When implemented correctly, they will do all the legwork.
Taylor is a master at using details to bring the (in her case) listener into the story. Often, she chooses to focus on the specific rather than the vague and uses precise, matter-of-fact language (though the details do become more poetic in folklore and evermore). Check out these lyrics from Taylor’s canon, and take note of the way they provide precise imagery and emotion:
- “You got that James Dean daydream look in your eye / And I got that red lip, classic thing that you like”
- “Oh, your sweet disposition and my wide-eyed gaze / We’re singing in the car, getting lost upstate / Autumn leaves falling down like pieces into place / And I can picture it after all these days.”
- “And I was catching my breath / Floors of a cabin creaking under my step”
- “The buttons of my coat were tangled in my hair / In doctor’s-office-lighting, I didn’t tell you I was scared”
- “I do recall now the smell of the rain / Fresh on the pavement / I ran off the plane”
- “Your eyes whispered, ‘Have we met?’ / Across the room your silhouette / Starts to make its way to me”
- “Your mom’s ring in your pocket / My picture in your wallet / Your heart was glass, I dropped it”
No. 2: Consider the Power of Perspective
One of the first things a writer considers is point of view. The point of view determines whose eyes the reader experiences the story through. Choosing the appropriate point of view for your story is crucial since different points of view cause different effects on the story and on the way the reader will interpret it. Over the years, many writers have used dual or triple perspectives to build stories. One key advantage of a dual or triple perspective is that it offers variety and contrast; it can balance out a particularly unreliable narrator with a more reliable one, or it can allow two flawed narratives to complement one another. In addition, when the story is told from more than one perspective, the reader gains a greater depth of understanding and gets to enjoy connecting the dots as the story unfolds. Taylor makes use of this literary tool in her storytelling.
On folklore, we’re treated to a love triangle told through three songs: betty, cardigan and august. Each song describes the same drama from a different perspective. In betty, we get to know James, a 17-year-old high school boy who cheats on his girlfriend Betty. In august, we meet the girl James had the affair with and in cardigan, we meet an older and wiser Betty looking back on her younger self’s heartbreak. Each song conveys vastly different emotions while ultimately using the same subject material. In betty we feel remorse and regret, in august we feel disappointment and longing, and in cardigan we feel heartbreak, loss and nostalgia. Taylor again uses this literary tool on evermore in tracks dorothea and ‘tis the damn season.
No. 3: Paint a Picture Using Metaphors
One of the most effective illustrative tools in storytelling is the metaphor. Writers love metaphors because they add texture and beauty to an otherwise dry description. Taylor is one such writer. For example, in Clean, she likens the time spent healing after a breakup to sobriety. After ten months sober, she’s finally clean. A song about two criminals driving a getaway car is a metaphor for a fast-tracked relationship doomed to crash.
Ultimately, metaphors make writing more colorful, interesting and, as a result, memorable. When readers encounter a phrase or word that cannot be interpreted literally, they are given the pleasure of interpretation. If you write a factual description, then that’s the end of the line for the reader – no thought necessary. But if you use a metaphor, your readers can consider and choose from many possible meanings.
Below are a few examples of how Taylor uses metaphors in her writing:
- “You’re not my homeland anymore / So what am I defendin’ now?”
- “I’m still on that trapeze / I’m still trying everything to keep you looking at me”
- “You wear the same jewels that I gave you / As you bury me”
- “I’m a crumpled-up piece of paper lying here”
- “But I took your matches / Before fire could catch me / So don’t look now”
- “You were drivin’ the getaway car / We were flyin’, but we’d never get far”
- “The drought was the very worst / When the flowers that we’d grown together died of thirst”
- “The rest of the world was black and white / But we were in screaming color”
Taylor Swift is one of many great storytellers, and there are several lessons writers can learn from her. Writers that take a page out of Taylor’s book and rely on descriptive details, powerful perspective and illustrative metaphors will enhance their storytelling skills.
The use of quantitative data in communication can be very powerful as we’ve noted in previous blogs: “Leveraging Data in Storytelling” and “When Leveraging Data, Don’t Forget the Human Element.” However, numeric information is only effective if people understand it.
Dr. Ellen Peters, the Philip H. Knight chair and director of the Center for Science Communication Research (SCR) at the University of Oregon, has studied and written about human judgment and decision-making with a particular focus on numbers and numeracy, which is the ability to process and use numbers effectively.
In her 302-page book, “Innumeracy in the Wild: Misunderstanding and Misusing Numbers” (Oxford), she sets out to answer three main questions:
- Does numeric ability matter to the quality of judgments and decisions we make?
- If it does, how, when and why is it important?
- How can we use this knowledge to improve decision-making?
While this book is written primarily for academic researchers, it’s also a wonderful resource for PR, communications and marketing professionals, as we are often tasked with communicating numeric information. A better understanding of numeracy can help communicators improve techniques, allowing audiences who are less adept at grasping abstract numeric information to understand and harness information that hinges on numbers and statistics.
In particular, chapters 15 through 17 focus on how communicators can present numeric information more effectively through the use of evidence-based techniques. Peters’ suggestions may also support your own understanding of numbers. If you’re in a position where you’re grappling to understand numeric information, for instance, as a patient in a discussion with your physician, or as a consumer trying to make sense of various mortgage options, you can put these techniques to work.
Imagine a situation where you’re talking with your primary care physician about the relative risk of a particular treatment. In this situation, it might be a good idea to drill into the absolute risks, too.
As Peters writes: “People often say they prefer risk information in relative risk formats, but this format [often] leads to misunderstandings. For example, hormone replacement therapy can be used to relieve symptoms of menopause, but it more than doubles deaths from breast cancer (its relative risk). This seemingly large increase, however, can be put in an arguably more appropriate absolute context: It increases deaths from breast cancer by a relatively minor absolute change of .02%, from 12 out of 10,000 to 25 out of 10,000. The relative-risk communication, not surprisingly, magnifies risk perceptions, and treatments are viewed less favorably than when the same information is presented using the absolute-risk format among lay people and medical experts.”
Other strategies Peters recommends include identifying your specific communication goal, “including figuring out what people know and don’t know, and what they should know.” Then you need to choose the information you want to share, determine the best format for sharing it, and test whether it works.
Communicators should not be afraid to share quantitative information because studies show that people prefer actual numbers as opposed to more qualitative verbal descriptions. In particular, Peters shares the results from a study about risk information about breast cancer and mammography. When people use qualitative labels such as “low chance” or “common” as substitutes for numbers, there are varying interpretations of what those labels mean.
After reading “Innumeracy in the Wild,” I have a better understanding of how people understand and use numeric information, when to provide quantitative information, how to reduce people’s cognitive barriers, when to present absolute vs. relative risk numbers, and what visuals to use to support comprehension.
I recommend Peters’ book for any communicator who is interested in honing their comprehension of the psychological drivers around numbers and the impact a firm grasp can have on health, business, finance, climate change and more.
Given all the unique circumstances of the past year, the media were often focused on critical updates about the state of the pandemic, the national protests around social injustices, or the presidential election. With the media’s attention largely focused on the events over the course of the year, it was more challenging than ever to grasp their attention. As such, we found that the outreach strategies most effective in capturing the media’s attention were announcements and newsjacking pitches.
These two approaches worked particularly well for our client Light Rider, a quantum LiFi company producing top-of-the-line security products.
When we began our partnership with Light Rider we were tasked with announcing the company and its groundbreaking technology. The company is leveraging the power of quantum technology to create secure, unparalleled encryption products with patented technology. Given the use of advanced technology and the dire need for improved cybersecurity, we knew this would be a story of interest to publications focused on quantum technology and cybersecurity. Through our outreach we secured four interviews with industry publications and a technology podcast. In addition to written coverage, an interview led to an invitation to the CEO to participate in an upcoming event on quantum technology.
Following the success of the announcement, we wanted to focus our attention on the unique background and deep expertise of the founder and CEO of Light Rider, Tony Lawrence. There was an opportunity to continue to build credibility with target audiences by demonstrating Tony’s understanding of cybersecurity and experience with the NSA. As such, we kept an eye out for national stories about cybersecurity so that when a story broke, we could offer Tony as an expert source. There were a couple of campaigns in which we identified and contacted reporters covering the news and offered them an opportunity to connect with Tony, a subject matter expert.
This approach was particularly effective when the story about the FireEye and SolarWinds hack broke in December. After contacting reporters covering the news, we worked closely with CNN, CyberScoop and others to provide Tony’s perspective on the situation, how the hack could have happened and how quantum technology could have helped prevent it.
Light Rider has an exciting year ahead with the availability of its products. It’s been a pleasure working with this innovative and hardworking team and we look forward to supporting the company’s goals in 2021!
2020 Light Rider Coverage
- Quantum computing meets Li-Fi—LEDs Magazine
- Light Rider Introduces a Secure Network Technology that Combines Li-Fi with QRNG and PQC—Quantum Computing Report
- Meet the first U.S. cyberwarrior—Tonya Hall Innovation Show, ZDNet
- Light Rider announces Quantum Li-Fi Technology Products—LiFi Tech News
- Tony Lawrence, founder and CEO of Light Rider, Agrees to Speak on “Emerging Technologies and Companies in Quantum Computing” at IQT Europe—Inside Quantum Technology
- US officials scramble to deal with suspected Russian hack of government agencies—CNN
- US cybersecurity agency warns suspected Russian hacking campaign broader than previously believed—CNN
The inauguration of a U.S. president is always a momentous occasion, and this year’s inauguration of President Joe Biden and Vice President Kamala Harris was no different. The event included performances from celebrity acts such as Lady Gaga, Jennifer Lopez and Garth Brooks. Yet the youngest and lesser renowned artist on the bill wound up stealing the show.
Amanda Gorman, the 22-year-old National Youth Poet Laureate and aspiring presidential candidate, dazzled viewers and those in attendance with the reading of her inauguration poem, “The Hill We Climb.” In just under six minutes, Gorman expressively delivered and danced through each line of her poem, culminating in rousing plaudits and praise from her audience.
It was an incredible feat, as Gorman demonstrated how artistic expression can uniquely convey messaging in ways that are more impactful than conventional means. Gorman’s memorable performance resulted in a round of media interviews and TV spots with CNN, Good Morning America and The Ellen Show, to name a few, as well as a modeling deal with IMG Models.
Such are the marks of an indelible act. Below are a few stirring passages of Gorman’s poem that we found particularly inspirational.
Finding Light in Darkness
When day comes we ask ourselves,
where can we find light in this never-ending shade?
The loss we carry,
a sea we must wade.
We’ve braved the belly of the beast,
We’ve learned that quiet isn’t always peace,
and the norms and notions
of what just is
isn’t always just-ice.
Forging A Union with Purpose
Somehow we’ve weathered and witnessed
a nation that isn’t broken,
but simply unfinished.
We the successors of a country and a time
where a skinny Black girl
descended from slaves and raised by a single mother
can dream of becoming president
only to find herself reciting for one.
And yes we are far from polished.
Far from pristine.
But that doesn’t mean we are
striving to form a union that is perfect.
We are striving to forge a union with purpose,
to compose a country committed to all cultures, colors, characters and
conditions of man.
Seeking Harmony, Not Harm
And so we lift our gazes not to what stands between us,
but what stands before us.
We close the divide because we know, to put our future first,
we must first put our differences aside.
We lay down our arms
so we can reach out our arms
to one another.
We seek harm to none and harmony for all.
Finding Hope in Turmoil
Let the globe, if nothing else, say this is true,
that even as we grieved, we grew,
that even as we hurt, we hoped,
that even as we tired, we tried,
that we’ll forever be tied together, victorious.
Not because we will never again know defeat,
but because we will never again sow division.
Daring to Climb
If we’re to live up to our own time,
then victory won’t lie in the blade.
But in all the bridges we’ve made,
that is the promise to glade,
the hill we climb.
If only we dare.
It’s because being American is more than a pride we inherit,
it’s the past we step into
and how we repair it.
Prevailing Over Catastrophe
This is the era of just redemption
we feared at its inception.
We did not feel prepared to be the heirs
of such a terrifying hour
but within it we found the power
to author a new chapter.
To offer hope and laughter to ourselves.
So while once we asked,
how could we possibly prevail over catastrophe?
Now we assert,
How could catastrophe possibly prevail over us?
Our Nation’s Legacy
We will not be turned around
or interrupted by intimidation,
because we know our inaction and inertia
will be the inheritance of the next generation.
Our blunders become their burdens.But one thing is certain,
If we merge mercy with might,
and might with right,
then love becomes our legacy,
and change our children’s birthright.
So let us leave behind a country
better than the one we were left with.
There is Always Light
When day comes we step out of the shade,
aflame and unafraid,
the new dawn blooms as we free it.
For there is always light,
if only we’re brave enough to see it.
If only we’re brave enough to be it.
Art certainly has its place in effective communication. The question is, are we using it to our full advantage? In business and PR settings, this may seem impossible – yet the idea shouldn’t be dismissed. Out-of-the-box methods can inspire innovation. For example, consider how introducing a little art into a standard infographic can help distill a wealth of information into a compelling story that is quickly absorbed.
The poets of the world, like young Amanda Gorman, show us how it can be done. Art can evoke a keen sense of emotion and help communicators convey messages in ways that other methods simply fall short. It is a powerful tool that must not be overlooked.