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.
Public speaking can be uncomfortable, especially in front of a large group.
Spokespeople want to do a good job. But the stakes can seem high – winning new business, securing funding, keynoting an industry event – and the time to prepare oftentimes gets squeezed into less time than is optimal. Preparation tends to focus on the content and not practicing the delivery, in particular delivery of the opening and transition into the core presentation.
Therefore, it is not uncommon for a spokesperson to seem uncomfortable, nervous or awkward at the beginning of their presentation as they look to get into a rhythm. Yet audience members will form impressions about the individual’s competence, trustworthiness, expertise and knowledge in as little as half a minute. Once established those first impressions are hard to sway.
So how does a spokesperson calm their nerves, demonstrate confidence and build a rapport with the audience in those first few minutes? Not surprisingly, practice is critical. However, a recent Harvard Business Review article offers direction on what and how to practice in order to look and sound more confident. Below we’ve highlighted a few of the tips shared in that article:
Eye contact: Practice your presentation with the goal of decreasing the time you look at your slides versus making eye contact with listeners. To do this, you can record yourself practicing your presentation in front of a small group of colleagues, or you can ask a colleague in the audience to track when and how often you refer to/read your slides or notes.
Posture: Practice delivering your presentation with an open posture – arms uncrossed, hands out of pockets – and with any potential barriers eliminated (e.g., lectern, laptop).
Gestures: Practice using gestures during your presentation. The key is any gestures used need to come across as natural. Gestures can include “if you’re listing a number of items, use your fingers to count them off,” or as an “analysis of popular TED speakers, like Brené Brown and Tony Robbins, found that they tend to bring their hands to their heart when sharing personal stories.”
Also noted in the HBR article are recommendations including eliminating filler words (e.g., um, ah, like, you know), taking time to pause, and varying your pace. I would add varying tone and inflection naturally is also extremely important when presenting. It is disappointing to listen to a presenter in a monotone voice share valuable insights and perspective as the content gets lost in the delivery style.
Unfortunately, there is no shortcut for practice. The good news is you can gamify the practice. Work with a colleague, have them give you points for use of gestures, eye contact with the audience and keeping an open posture. Have them detract points for use of filler words and reading of your notes or slides. Establish a baseline “score” with your first practice, then work to get a higher score with each practice. This ensures your colleague is evaluating your presentation with shared expectations and with consistency from one practice to the next.
How do you take the pain out of practicing for a presentation in order to be more confident and establish a positive, strong first impression?
I had a job interview once where the interviewer told me, “I don’t think this is what you’re looking for. You can’t be creative here.”
I was perplexed by his response to my enthusiasm for thinking outside the box and challenging the norm. I wanted to explain that he misunderstood what I meant when I said I thrived in a creative work environment but ultimately bit my tongue and didn’t pursue the opportunity further.
This experience crosses my mind regularly.
How do we define creativity? Is it artistic ability? Is it storytelling? What does creativity look like in the workplace?
Google defines creativity as, “The use of the imagination or original ideas, especially in the production of an artistic work.”
Creativity at work isn’t confined to making a colorful slideshow presentation, pulling off a multi-million-dollar ad campaign or designing a new product. Creativity encompasses thinking and problem solving. Sometimes it’s more about an attitude than it is a specific action.
According to Edward de Bono, “Creativity involves breaking out of established patterns in order to look at things in a different way.”
How do we break out of established patterns? I’ve found that asking questions is a great place to start. Instead of pestering coworkers or managers with incessant questions, asking smart questions about process or expectations can help gauge how much wiggle room we’re afforded when it comes to completing a project or solving a problem.
I’ve also found collaboration to be a creativity catalyst. Teams in and of themselves provide an easy way for us to interact with new ideas. Given that our individual experiences are unique, our perspectives on how to solve a problem will differ from others’ solutions. This difference creates a playground for our minds to play on as we collaborate with one another on projects. Working as a team to brainstorm ideas from something as simple as a client-facing email to an expansive marketing proposal can produce results we perhaps wouldn’t have drummed up on our own.
Steve Jobs, during his time as CEO of Pixar, purposely designed its headquarters with the bathrooms in a central atrium so that employees of every discipline would be compelled to see one another and interact throughout the day as they walked from office to common area and back again. By simply being together we are cultivating creativity.
Contrary to what that hiring manager told me, there is always a place for creativity at work. It’s how innovation (whether large or small) begins and businesses thrive. Creative teams are able to do more than simply produce better results. They also experience decreased stress, increased productivity, motivation, and engagement and can find more success in failure.
The principles of creativity are universal – we can inject them in any circumstance, no matter the industry.
Spaceflight, a rideshare service and mission management provider, has had an incredibly busy 2019 and though we’re nearing the end of the year, the company has no plans to slow down.
Spaceflight has had an exciting 12 months, closing 2018 with its historic SSO-A mission, launching a record-breaking 64 satellites to space. Since then, the company has executed five launches and is scheduled to launch about five more through the end of the year. While the individual launches haven’t sent as many satellites to orbit as SSO-A, the company is set to execute more launches this year than any other year. Also, though they may not all be record-breaking, Spaceflight has played an important role in several notable missions.
In February, the company led the launch of Space IL’s lunar lander and in June the company’s first mission with Rocket Lab successfully launched from New Zealand.
In anticipation of four upcoming launches between now and the end of 2019, we assisted Spaceflight in announcing the missions, their role and the customers onboard.
The first announcement published on Oct. 21 and highlighted the next three launches on ISRO’s PSLV (the launch vehicle). Given the launches don’t have an overwhelming number of satellites onboard and the proximity of the launch dates, we decided to combine the announcement of these launches into one release. Not only does it make it easy to locate information about all the launches, but it also illustrates the strength and consistency of Spaceflight’s partnership with ISRO and the reliability of the launch vehicle.
On Nov. 5 we announced Spaceflight’s third launch with Rocket Lab, scheduled for later this year. This is Spaceflight’s third launch with Rocket Lab in 2019 and it was important to demonstrate the continued partnership, as well as the unique payload onboard. Spaceflight is also working with a company that plans to create man-made shooting stars for both entertainment and research purposes.
Below are several pieces of coverage that resulted from the announcements.
Congratulations to Spaceflight on their continued success!
- Spaceflight and Rocket Lab will put a Japanese shooting-star satellite into orbit—GeekWire, 11/5/19
- The ALE Sky Canvas Shooting Star Project Satellite Gets the Spaceflight Treatment for a Rocket Lab Electron Launch—SatNews, 11/5/19
- Spaceflight to Launch 14 Spacecraft for Four Companies in Two Months from India’s PSLV—SatNews, 10/22/19
- 14 small foreign satellites to launch on next 3 PSLVs—The Hundu, 10/23/19
- Spaceflight Announces Next Three Rideshare Missions on ISRO’s PSLV—Parabolic Arc, 10/21/19
Consumers’ distrust in the media is on the rise. Cision’s latest State of the Media Report showed 63% of journalists think the public has lost trust in the media over the past year.
Among fake news, misinformation campaigns and native advertising, consumers increasingly question the validity of what they read online.
Not surprisingly, the report shows consumers view some media with more suspicion than others. Although only half of consumers trust paid ads, 92% say they trust earned media.
Often the channel gets blamed when paid media is underperforming. However, Cision’s recent report debunks that theory as it indicates the challenge isn’t with the search, digital or social platform itself, rather with the fact that buying your way to success isn’t going to work.
Most channels have both earned and paid media options. Instead of blacklisting the one that isn’t working, consider leveraging media that consumers perceive as more trustworthy. For example, earlier this year The Manifest found that 44% of Facebook users viewed the platform negatively after the Cambridge Analytica election scandal. In the eyes of many users, Facebook’s behavior has also tinged the trustworthiness of its ads.
Rather than pay for Facebook ads, consider taking advantage of organic growth. Influencers are a popular and valuable approach in part because the platform they use most frequently, Instagram, is attracting large numbers of new users and becoming the fastest growing social network last year.
Trust is the major theme in Cision’s recent report. In fact, it seems it’s the foundational through line that will determine the future of the industry.
Telling a reliable, informative and relevant story is more important than ever, and journalists are using data and analytics to better understand what stories resonate with readers and generate the traffic and revenue journalists need to thrive in today’s media environment.
Given that earned media is trusted by nearly twice as many people, it’s the obvious choice for brands operating in the age of distrust.
Other key takeaways from the report include:
Journalists continue to rely more and more on data to make decisions about the stories they focus on. Some 65% of journalists globally feel that detailed audience metrics like views and engagement have changed the kinds of content they publish, while 43% of respondents focus primarily on readership or views, 20% focus on engagement, and 15% focus on impact on revenue.
PR and communications professionals are valuable partners to journalists, especially in this turbulent media environment. However, 75% of journalists said that fewer than 25% of the pitches they receive are relevant. Journalists reported that the single most effective thing PR professionals can do to improve their relationship with the media is to better understand the end customer and provide information more relevant and customized to that audience.
Social media is both less- and more- important than ever. Because of the volatile nature of social media in 2018, journalists have increasingly complex feelings about the importance of social media. Some 38% of journalists surveyed agree that updated social media algorithms – such as changes to the Facebook News Feed – will be the most important technology to impact their work in 2019, which is an increase in the past year. That impact is not always positive, as journalists have concerns about relying on social media for publishing content.
To read the full Cision 2019 State of the Media Report, click here.
With Halloween upon us, we’re getting into the spirit of the season and have our favorite scary movies and TV shows on our minds. Can you blame us? Horror movies are packed with breathtaking, spine-tingling, heart-stopping fun. Few things can top a good, hearty scare this time of year. And not only that – the best horror movies go one step further and provide teachable moments that go beyond your seasonal shock. Think about it: A protagonist encounters a conflict they must survive or an antagonist they must overcome. Such stories can provide lessons that apply to anyone and everyone, including those of us in the world of PR. Below are a few of our favorite horror classics and the lessons that PR pros can take away and apply in their professional lives.
1. A Nightmare on Elm Street – When the going gets tough, don’t get caught snoozing.
Being effective and successful in public relations requires you to stay on your toes. You need to keep ahead of any harmful or negative stories that may appear and do your best to protect your client. You must also remain vigilant to position your client for relevant awards, speaking opportunities and newsjacking opportunities that may apply to trending news.
This attentive approach is not unlike being a reporter and staying on top of news developments in preparation for the next big scoop – or in the case of the teenagers in the 1984 horror classic A Nightmare on Elm Street, fighting off sleep to evade an evil spirit who will terrorize you in your dreams. Like the young people in that film, you must catch yourself before you nod off so you don’t fall victim. It’s in those moments when you’re caught off guard that you’re left vulnerable and opportunity is missed.
2. Halloween III: Season of the Witch – Never underestimate the power of an effective marketing strategy.
We all know the indelible mark that an effective marketing campaign can have on our collective consciousness, influencing our brand awareness. Whether it’s from television, radio or our favorite podcast, there are countless slogans, commercials and musical jingles that the average consumer can reference off the top of their head. This can ultimately have a significant impact on products or brands such as your favorite fast-food restaurant, soda, brand of shampoo or choice of candy bar.
The power of marketing is certainly on display in the 1982 cult classic Halloween III: Season of the Witch. The Silver Shamrock toy company markets its popular latex Halloween masks to children with a simple-yet-catchy commercial jingle while promoting its big Halloween giveaway:
Hap-py, Happy Halloween
Halloween, Halloween
Hap-py, Happy Halloween
Sil-ver Shamrock
The masks fly off the shelves, but what the poor kiddos don’t realize is the malevolent intent behind the sale of these masks. The power of marketing should always be used for good and never for nefarious activity.
3. The Walking Dead – Be prepared should you encounter the worst.
Many of us have theoretically planned what we’d do should a zombie apocalypse befall us. Whether it involves being armed to the gills in case of attack or hunkering down at an abandoned facility to serve as a fortified stronghold, compiling a mental checklist for survival really isn’t hard. The popular TV series The Walking Dead, which follows a group of survivors fleeing a zombie horde, has shown viewers what practices would work – and which ones would not.
This foresight and resourcefulness for crisis-planning shouldn’t be limited to instances of when zombies attack. PR professionals should have a plan ready for any potential worst-case scenarios they can foresee regarding client-related projects. This helps minimize the margin for error and eliminate any avoidable mishaps. It’s important to have a protocol in place and crisis-messaging templates on file to ensure processes are followed and executed swiftly. You’re not necessarily anticipating failure but taking proactive steps to protect your client in those instances when things go wrong, leaving one less thing to worry about amid any chaos.
4. Scream – Keep the media on your side, they will only help you find success.
PR professionals rely heavily on journalists. We may not always agree with everything the media writes or reports, but we absolutely need reporters for coverage of the amazing things our clients and partners are doing with their respective businesses. Maintaining a positive working relationship with journalists is essential to our success. Even in those instances when news reports may not be favorable, not appropriately working with media members and neglecting to protect these relationships can lead to harmful publicity for your client, your agency and can impede future coverage.
In the 1996 horror classic Scream, teenager Sidney Prescott is dealing with the anniversary of her mother’s murder when a mysterious new killer terrorizes her town. She often finds herself clashing with the story-chasing, fame-seeking journalist Gale Weathers, who covered her mother’s murder. This strained relationship causes Sidney a great deal of anger and distress. Eventually, the two stop being adversaries, and Sydney learns that her media counterpart can be a truly helpful ally – and that media folks can even avail you when you find yourself in a tight spot.
5. Stranger Things – In the face of adversity, teamwork makes the dream work.
As the group of youngsters from the popular TV series Stranger Things showed viewers, few can overcome an antagonist alone. When their young friend Will Byers goes missing, the group of childhood chums turns to each other to track down their missing friend, demonstrating that the sum of a team is always greater than its parts. They show that working together can make any obstacle attainable. Whether you’re facing an impending PR crisis or a Demogorgon from an alternate dimension, your best course of action likely involves the support of your teammates and those around you.
Incredible results don’t just happen from the work of one person. Many companies rely on the combined successes of multiple departments – sales, marketing, customer service – to achieve their business goals. Campaigns must be appropriately conceived and developed and results must be tracked. For public relations, make the most of your amazing PR team to launch your plan of attack and achieve your desired results. With the power of your team, you may be surprised by what you’re able to accomplish.
In public relations, identifying a company’s target audiences is a foundational step to ensure the right messages are reaching the right people. Defining target audiences also helps to provide clarity and direction throughout nearly every area of a marketing campaign (e.g., plan and strategy development, content mapping and development, media outreach, social media, etc.). Ultimately, effectively reaching the right audiences enables companies to achieve their communication and business objectives.
As we head into a new year, it is wise to reevaluate a company’s business and communication objectives, and the strategies in place to achieve these objectives, to determine if there are areas that should be updated because of external trends or internal changes. As a result of these discussions, there may be a need to revisit the company’s target audiences.
With this in mind, I was intrigued by Fast Company’s article highlighting data from a consulting firm’s 2020 Tech and Media Outlook. The report by Activate lists “the 16 most important” insights for technology and media companies in 2020. An area of the report that stood out was around “super users” and the impact these smaller audiences can have on a business’ bottom line.
The idea of “super users” – or a smaller audience driving a disproportionately large consumption of business – is not a new concept. However, the data from the 2020 report, which forecasted super users as “the imperative for technology and media companies,” can help marketing professionals in these industries more effectively define and target key audiences.
In the report, there were four activities or areas of consumption where super users outperformed other customers: spend, share, time and loyalty. Below are ways marketing decision makers can leverage these four areas to identify their company’s super users and in turn improve target-audience efforts in B2B settings.
1. Spend. Putting a fine-tooth comb to sales data from the last few years can help businesses uncover super users, or the target audiences driving the most business. Narrowing in beyond a customer’s region or industry and getting granular with their age, gender or their job title can help break down a larger audience and uncover potential super users. For example, according to data from the Tech and Media Outlook, in 2019 super users in the experience industry (e.g., concerts, sporting events, etc.) spent more than twice as much a month than all other users. This insight is helpful for businesses so they can see who is driving higher than average consumption and so they can determine if it may make sense to start partnerships or increase promotions to incentivize these groups.
2. Share. According to Activate’s report, super users are 2.3 times as likely to share their experience than other users. “Sharing” can refer to when customers share their experiences with a product/service on social media, as well as when they share reviews on Google or other platforms. Just as a company carefully reviews their sales data, it is important to take a similar approach when analyzing how (and which) customers are talking about their experience with the brand. For example, reviewing and cross-referencing social media follower demographics with engagement patterns can help brands identify which followers are driving engagement. The company can then tailor its posting cadence, content or interaction levels to best provide for the super users who are regularly engaging with the brand. Additionally, analyzing company reviews to better understand which customers or demographics are leaving reviews can help guide company efforts to increase or incentivize reviews among these audiences.
3. Time. In the media and entertainment industries, super users spend 1.4 times as much time every day consuming media as all other users. For the media industries where customers are playing a game or watching Netflix, time can be an easier measurement. For B2B companies, looking at website or blog traffic and the time spent on specific web pages can help flesh out which audiences are investing more time than others. By analyzing time spent, a company can determine if they need to adjust content they are developing to better align with super users’ preferences. If a company can effectively identify and drive “sharing” (as discussed above), it can leverage those findings to improve the time customers spend consuming the product. For example, if a super user shares that they prefer to consume infographics vs. webinars, the company can leverage that insight to drive traffic from similar super-user customers.
4. Loyalty. According to the report, super users purchased products at 4.6 times the rate of all other supers. This demonstrates how super users have extreme loyalty to specific brands, as well as the individuals associated with the brand (i.e., a blogger or celebrity influencer). B2B companies can analyze customer or partner longevity to better understand which industries and customers have been dedicated to the company for a long period of time. The company decision makers can then use this data to offer benefits or create customer loyalty programs to recognize and reward the longstanding customers, as well as drive loyalty among newer existing customers. Securing third-party influencers in the form of analysts or high-profile customers can also help B2B companies drive loyalty but is not always a guarantee.
While a company might not currently have or know its “super users,” analyzing customer patterns around spend, share, time and loyalty can help marketing decision makers identify these valuable individuals in their larger pool of target audiences. Plus, given the high volume of business these super users can drive, it is wise to at least check to see if leveraging their loyalty is a potential for the new year.