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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.
It may seem like a no-brainer: When enduring a public crisis, one must yield to the counsel of an experienced and knowledgeable PR team to protect your image and avoid bad press.
Yet the recent fall from grace for Prince Andrew, the British Duke of York, shows that what may be evident to the public doesn’t always translate to public figures, and it serves as an example of what not to do in the face of a public crisis.
In a disastrous Nov. 16 interview with BBC Newsnight, the Duke of York poorly danced around accusations of sexual misconduct and appallingly expressed a lack of regret for his friendship with the late convicted sex offender Jeffrey Epstein. He came across to his audience as lacking awareness and empathy for Epstein’s victims.
The interview was met with a flood of criticism. One critic deemed it as “nuclear explosion level bad.” A source with Buckingham Palace told The Times newspaper that the interview “would go down as one of the single worst PR moves in recent history.” Four days after the interview aired, Prince Andrew suspended all his public duties. On Nov. 24, Buckingham Palace announced he was stepping down from all patronages.
Shortly after the interview, UK media outlets reported that Prince Andrew’s PR adviser Jason Stein resigned weeks prior after urging against the interview and even clashed with the Duke’s private secretary, Amanda Thirsk, who pushed for the Newsnight appearance. Thirsk was reportedly ousted from her position over the interview.
So how could this have been handled differently? Hindsight is always 20/20. PR can be incredibly useful for driving a favorable narrative, but in crisis situations, this requires every potential hurdle and drawback to be thoroughly vetted and assessed.
Below, we look at a few crisis management rules that must never be overlooked in critical situations and how these factored into the Duke of York’s recent interview.
- Plan ahead and maintain awareness. One rule of thumb is to prepare for the worst to avoid confusion or PR missteps. In the face of a crisis, one must maintain sensitivity to the situation at hand and know the extent of its impact. During the Newsnight interview, Prince Andrew gave several responses that came across as perplexing and disingenuous, possibly due to lack of preparation. It’s important to brace for difficult questions so you’re able to appropriately address them and maintain integrity with your audience.
- Acknowledge, empathize and be human. No one likes a cover-up or being misled, and often, audiences can sniff out when someone isn’t being totally honest. Prince Andrew is no different. “It was striking that the prince had great difficulty remembering anything that might land him in trouble,” wrote journalist Allison Pearson. “But when it came to providing an alibi, suddenly he was Sherlock Holmes.”
Assuming responsibility and owning up to the truth can be difficult in times of crisis, but making an effort to hide something can make matters worse. Yes, there will be backlash to the cold hard facts around any crisis. But in being transparent, you’ll be showing your audience that you’re aware of the existing problem and taking steps toward resolving it.
- Surround yourself with a proven team to guide you down the right path. By building a trusted PR team, you’ll be putting in place a much-needed safeguard should a crisis arise. A PR team is tasked with protecting your brand’s image and will help you stay the course when things get bumpy. It’s crucial to listen to what your PR team has to say; they will only help with identifying solutions faster. Prince Andrew may have been given solid advice from some of his team members, but he chose to listen to the wrong people, exacerbating the crisis. Make sure you have a diverse team that can provide a range of opinions and feedback. This will only help in identifying vulnerabilities and strengthening your messaging. Yes, hindsight is 20/20. But the right PR team will help ensure such public blunders do not occur.
Recently, I was faced with the question, “When was the last time you multitasked?” Although a seemingly straightforward question, I found it difficult to answer.
Multitasking is defined as doing more than one task at the same time and can result in the feeling of increased productivity. However, research has shown that our brains are not good at handling multiple tasks and that multitasking reduces productivity by as much as 40 percent.
This question was difficult for me to answer because while I do feel there are some tasks that can be multitasked (e.g., doing laundry while cleaning the kitchen, talking on the phone while driving, or walking my dog), the bulk of my day-to-day work cannot be multitasked.
For example, it would be nearly impossible to write a byline for one client and host a media briefing while also brainstorming proactive pitch ideas. One could attempt to do all three of these projects, but ultimately the result of each would be poor. Even more basic multitasking can be risky and should be used with caution. Talking on the phone (hands free) while driving can distract a driver from the road or alternatively, could lead to a conversation that lacks active listening and damages a relationship.
In an NPR interview, MIT professor of neuroscience Earl Miller said, “People can’t multitask very well, and when people say they can, they’re deluding themselves. The brain is very good at deluding itself. For the most part, we simply can’t focus on more than one thing at a time.”
While research challenges the concept of multitasking, it is important to distinguish that there is a time and a place for multitasking. Some forms of simple multitasking will not result in damage (e.g., cleaning while watching TV or talking on the phone), however, complex tasks should not be multitasked because of the potential impact ineffectiveness could have.
As an alternative, there is an opportunity for people to shift their approach to time management. Instead of feeling the need to do multiple tasks at once, a more effective approach to multitasking could be to create a list of a few tasks that need to be completed and then execute the tasks in rapid succession. This separation of activity allows our brains to compartmentalize tasks and focus on one thing at a time while still getting a significant amount of work done. Through this flow of work, we still feel the same results of multitasking (increased productivity and motivation), but without risking value.
As we enter the holiday season, multitasking might feel like the only way to get everything done in time. Below are five time management tips to consider when managing multiple tasks:
- Manage your calendar and don’t overcommit to projects and deadlines.
- Minimize interruptions; hide your phone or block yourself from social media applications.
- Prioritize your tasks and take one item at a time.
- Delegate work if you can and know when to ask for support.
- Block time for breaks or creative exercises in between projects.
As someone who is very to-do list oriented, completing projects and crossing items off my to-do list one after the other is not only therapeutic, but has become my form of modern multitasking. The five tactics above can be helpful to leverage when feeling overwhelmed. These tips can improve overall quality of work by avoiding multitasking and taking a more thoughtful approach to time management.
HubSpot recently shared perspective on how often to publish posts to a company blog. This is something we often discuss with our clients, so I was interested to see what HubSpot revealed.
As a business, we maintain our own blog, which is a significant investment of resources. Since the start of 2019, we’ve published two posts per week on the Communiqué PR blog. Previously we had maintained a cadence of posting three blogs a week and still tend to post largely new content (versus reposting past posts). When we decided to decrease our posting frequency, we wondered how it would impact our brand awareness and site traffic.
The HubSpot post, “How Often Should You (or Your Company) Blog? [New Data]” suggests the ideal frequency of publication depends on several factors including size of company, resources for developing content, the intended objectives for the blog, etc. HubSpot offers these tips based on the following objectives:
To Drive Organic Traffic
- Publish as much optimized content as possible
- Small blogs post three to four new posts a week
- Large blogs post four to five posts a week (new and updated content)
To Increase Brand Awareness
- Diversify content and provide useful information
- Small blogs post new content one to two times a week
- Large blogs post content (new and updated) three to four times a week
Since downshifting our weekly blog publication schedule from three to two posts at the start of 2019 we have seen an increase in our site traffic by almost 30 percent over 2018. Of course, there are myriad variables that influence our site traffic and the page views of our blog posts. However, it is great to see our traffic has not dipped with the decrease in weekly posts and continues to support our business and communication objectives.
A company blog requires an ongoing commitment to publish content that is of interest and value to your target audience(s). It is important to make sure all marketing and communication activities are aligned with your organization’s business objectives. We regularly monitor to see what content on our blog generates the most traction – views, time on page and reposts/shares via social media, etc. This allows us to refine what content we share moving forward to ensure we are providing value to our readers.
To gain additional guidance on blogging, below are some past posts that might be of interest:
Refresh Your Blog: Three Unique Approaches Your Brand Should Consider
For the Love of Blog: Don’t Forget to Include Blogging in Your 2018 Plan
Starting a new job can be intimidating for anyone. For me, it was challenging as I undertook the position of intern at Communiqué PR because I had never worked in the public relations industry before. I took a leap of faith after taking one communications class on public relations and decided to apply to Communiqué PR as an intern this past fall. In my short time at Communiqué PR, I have been lucky to work with some of the most dedicated and hardworking coworkers I’ve encountered. Their energy is contagious, and I’m constantly inspired to work harder.
Reflecting on these past few months, I have seen my coworkers embrace five characteristics that I believe have played a role in their success—being flexible, intentional, detail-oriented, proactive and positive. Public relations is an ever-changing industry that is difficult to navigate, but I’ve seen my coworkers at Communiqué PR embody these qualities and they’ve served as a constant guide through my transition.
Being Flexible
The first quality my coworkers exemplify at work is flexibility. Being a team member means that you can adjust to short-term changes quickly and effectively. The culture at an agency, like Communiqué PR, allows you to embrace flexibility with your team in order to adapt to your client’s needs in a timely manner. Clients can change their plans and situations arise where a deadline is switched to an earlier time or a completely new project must be finished in a time crunch. For example, on a day with several deadlines, I was tasked with completing a press list with a quick turnaround. Originally, I planned to write a blog post, but because of the urgency of the project, I pushed the blog post aside and focused on the press list. Being able to rearrange projects based on their importance is a skill that is invaluable.
Intentional
“Be thoughtful and intentional with your questions.” This was one of the best and most memorable words of advice I received during onboarding that relates to the second characteristic, being intentional. In the workforce, everyone is busy, which means being respectful of the team’s time is part of the job. Being intentional with your questions will reduce the amount of time required of your coworkers and allow them to spend more energy addressing your questions. This can apply to any job and is important because everyone has their own to-do list. Being intentional makes conversations more efficient and demonstrates respect for everyone’s time. Planning out your day right when you get to the office helps you gauge if you have room for helping other projects and being purposeful with each conversation surrounding work.
Detail-Oriented
Another thoughtful tip I got during onboarding was to always carry around a notebook and pen. Being detail-oriented in the workforce enables effective management of the assortment of tasks thrown at you in any given day. Having up to three meetings a day and a multitude of short conversations can leave you making forgetful mistakes that can be easily avoided by carrying around a notebook and taking thorough notes. Along with being vigilant about your conversations, it is important to be attentive to detail. Always double check your work before sending it to a client or coworker. Being meticulous shows the recipient of your work that you are taking the project seriously and respecting their time.
Proactive
In an industry like public relations, there is no rhythm to your workday. Some days can fly by like a blink of an eye while other days go at a snail’s pace. A true distinguishing characteristic is how you respond to the slow days, which should consist of being proactive. When my coworkers know they are going to have a slow day they mention it in our daily morning meetings, allowing for the team to lean on them if they have a busy day ahead. This lessens wasted time and increases the efficiency of the team. Getting ahead in simple tasks, such as brainstorming a blog post two weeks early or organizing your email, is another helpful way to stay on track before the momentum picks up.
Positive
Lastly is the importance of being positive. Being an amateur intern was a daunting experience for me but being surrounded by team members who lift me up and offer advice has provided a beneficial and rewarding experience. Having a positive mindset during my three months at Communiqué PR has allowed for me to fully absorb the helpful comments and observations made by my coworkers. Public relations can be hard for individuals who expect constant praise. To succeed, you must handle feedback and reflect on it as an opportunity to grow. My coworkers put 110 percent into each press release and pitch, seeking feedback from a variety of team members to ensure they are delivering a high-quality product. This mindset creates a drive to constantly produce quality work, even if it requires tough feedback.
Throughout my short time at Communiqué PR, I have learned to look to my coworkers as role models in the public relations industry. There is an abundance of knowledge that can transpire, from observing your coworkers, learning from their habits, and always being open to receiving advice. Whether you are starting an internship next month or have been working at the same agency for years, appreciating coworkers can change your perspective and allow you to grow into a stronger public relations professional.
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.