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Advice for New Grads Could Work for Just About Anybody

Reader's Digest is still one my favorite magazines.  Yes, that little odd-shaped treasure trove of self-help tidbits and "Drama in Real Life" stories you probably saw at your grandparents' house.  It's always chock full of little nuggets.

A new feature they're doing is online reader surveys on a variety of topics.  The topic this month was "Advice for New Grads."  The top three recommendations were somewhat typical -- 15 percent said "Follow your dreams," 11 percent suggested "Work hard," and 7 percent advised "Save more than you spend."  But a few of the personal recommendations caught my eye, because they're appropriate for just about anybody with a job today, young or old, freshly graduated or already in the workforce.

"Be curious, ask questions, listen to the answers."

"Learn something new every day."

"Take risks, apologize and forgive."

"Life isn't fair.  Get over it, and don't blame others."

"Your kindness will be remembered much longer than your brilliance."

"Choose your attitude every day: Own it, and don't let others determine your happiness."

"Expect more from yourself than you expect from others."

"Always give 100 percent at work -- then leave it at work, and give 100 percent at home."

"Focus on the 90 percent that you like rather than the 10 percent you don't like."

"Shave, use good grammar, be at least five minutes early, sit up straight."

"Don't mumble."

By Laura Grimmer

SEO: Writing for computers vs. writing for people?

Recently, we had a meeting with a representative from a wire service, with a major part of the conversation discussing search engine optimization (SEO) of press releases. Among the matters discussed was how keywords are picked up and ranked by search engines, therefore increasing your client’s page ranking on Google, Yahoo, etc.

While I understand the value in SEO for websites and collateral, this conversation made me think about whom the real audiences for some press releases today. Are our press releases simply written so they will be picked up by the algorithms that power search engines, or are we working to ensure that our journalist and analyst audiences consume the story as well?

Press releases, and PR as a whole, are usually a component of a larger marketing strategy and therefore it’s important that the PR objectives match up with the larger objectives of the marketing program and that we utilize complimentary tactics when possible. SEO is one of these complimentary tactics.

The PR professional must be aware of the existing marketing SEO keywords when writing a press release so the release can be an effective part of the marketing strategy. But this must be a two-way conversation. As the PR professional interacts with the media, they become aware of additional keywords that resonate with this audience.

The SEO keyword list, like any marketing campaign, cannot be static. As conversations evolve and new trends emerge in the market, the PR messaging will evolve. In order to keep SEO effective and keywords relevant with the audience, this list must evolve and synch with the changing messaging of the organization.

On the surface, SEO and the activities of the PR team may seem like very different beasts. They are actually more intertwined than many may think. By ensuring that messaging and keywords maintain on the same constantly evolving track, you can ensure that your keywords will always be optimized for SEO in your press releases. 

Especially in the tech PR field, our clients are savvy about new technology, and this includes in marketing their products and services. It is up to us as consultants to counsel how to integrate these different marketing elements so they are effective across the board.

By Ashleigh B. Egan

The New Risk Management on Wall Street

According to a recent article in PRWeek, many Wall Street companies have begun investing more in public relations and marketing activities to combat the increased negative attention and public skepticism that they have faced during the past few financially turbulent years. Wall Street giant Goldman Sachs justified this new trend when the company recently listed “adverse publicity” as a business risk on their 2009 10K form -- the first time that a company has ever done so.

This new identification of bad publicity as a business risk to be taken as seriously as market fluctuation, increased competition and terrorist attacks, is an interesting phenomenon as it positions PR practitioners as risk managers. Working with a variety of technology vendors, many of which count risk management as one of their central concerns in various capacities, I had always thought of the term in a different way; I had conceptualized it in a more material sense, as the purpose of the technology that identifies potential fraudulent activity or prevents security breaches.

But, according to the ISO 31000, a guide to the standards of risk management published by the International Organization of Standardization, risk is defined as “the effect of uncertainty on objectives (whether positive or negative).” So, in that sense, the classification seems pretty fitting considering that our main function as PR practitioners is to help drive companies to achieve their business goals by eliminating the threat of insufficient or negative publicity. In public relations, we are risk managers in that we protect the brand, which as the article in PRWeek asserted, is “one of those intangible assets that investors consider right along with the P&L statement.”

This new categorization of adverse publicity as a business risk and the consequential risk management role that it assigns to public relations practitioners helps to exhibit the vital contribution that PR makes to the achievement of business objectives. However, it is important that companies recognize that public relations are essential not just as a way to protect the company but also as a way to promote it. While PR practitioners fit the position of risk managers very well, their real value far exceeds that role.

By Bess Hammitt

Why Silence Really IS Golden

“Relationships that start on intense circumstances never last” – Sandra Bullock as Annie Porter in “Speed”

Like the rest of the country, I watch celebrities and am enamored by the grace of some and disgusted by the antics of others.  Since "Speed" came out in 1994, I’ve watched Sandra Bullock’s career and have always admired the way that she presents herself and the way she has maintained a clean public image.  Sandra stayed out of the limelight for a while, but made a comeback last year when she starred alongside Ryan Reynolds in “The Proposal”.  It was uphill from there.  Recently, Sandra won an Oscar for her role in “The Blind Side” and was on top of the world.  Very quickly, things changed for the worse.  Rumors circulated about Sandra’s husband Jesse James having an affair.  During the last few weeks, we’ve learned that Jesse has had multiple affairs.  As of today, Sandra has only issued two statements via her publicist; one asking for privacy and the other denying a sex tape. 

I think that Sandra’s strategy is correct here.  She hasn’t fueled the fire at all by issuing counterproductive statements and she hasn’t publicly stated that she is standing behind her husband.  By choosing not to do these two things, Sandra’s image hasn’t changed, and in fact it completely separates her from her husband’s bad behavior.  When negative press is beginning to brew, you have to weigh your options.  Sometimes saying less is more.  Case in point.

And now, for my favorite part of “Speed.”

By Kate Corcoran

Bringing Sexy Back: How the iPad Will Change the Look of Enterprise Technology

What is nine inches tall, seven inches wide, and makes a glamorous platform for enterprise technology? Apple’s iPad, of course. The new tablet, slated to hit stores this Saturday, April 3, will not only be popular with consumers but will also provide business software providers with a sleek new display for their wares.

Enterprise applications don’t always shine in the limelight of mainstream press as often as their beautiful cousin, consumer electronics, which are so often covered by the formidable New York Times columnist David Pogue, among many others. The iPad has the potential to change the way people view enterprise software not just because it gives it a new look – but because it has the potential to change the way professionals do business.

As Walt Mossberg of the Wall Street Journal pointed out in his recent review of the new product, the iPad “can indeed replace a laptop for most data communication, content consumption and even limited content creation.” At 1.5 pounds, this so-called “laptop killer” becomes a useful and attractive alternative for a travel-weary salesperson or global exec.

As new business-to-business applications from enterprise software providers launch on the iPad, today’s professionals will finally have the best of both worlds: a pretty little package with the brains to deliver both business and pleasure.

So thank you, iPad, for bringing sexy back to the enterprise—we won’t even charge you a restocking fee.

By Isa Loundon

La La La, I Can't Hear You: Silence vs. Noise in PR

No comment.

We see this statement all too frequently in the news.  A default response when someone does not want to address an issue, it’s the equivalent of a child plugging his ears and shouting at the top of his lungs, thinking that if he doesn’t have to deal with something unpleasant, then it doesn’t exist.  However, an individual or corporation’s assertion that there is “no comment” with regard to a specific issue usually means just the opposite, and the decision to stay silent about a controversial issue often snowballs into a nightmare of negative publicity.

When news broke about Tiger Woods’s SUV accident and the subsequent controversy that followed, his PR camp stayed silent as Tiger was slammed in the news, first for his actions and subsequently, for not addressing them publicly.  They lost control of the message by not reacting swiftly, and public opinion of Tiger Woods plummeted to an all time low.

Contrast this with a recent Walmart story.  The company was recently in the news for a racial comment made over a loudspeaker at one of its New Jersey locations, prompting outrage and confusion.  Walmart, a company that touts its regard for diversity and ethics, immediately issued an apology over the store’s P.A. system, followed up with a formal public apology, offered counseling services for customers in the store at the time of the incident, and emphasized that they would collaborate with local officials to investigate the comment, which is being investigated as a bias crime.  By reacting swiftly, Walmart projected an image of corporate responsibility and devotion to its customers.

Static PR campaigns that lack an acute sensitivity to the audience and a solid, cohesive messaging plan are largely unsuccessful, which is why at Articulate we are constantly readjusting and reevaluating to suit our clients’ changing needs.  An open dialogue between agency and client is a key element of a mutually beneficial relationship with tangible benefits, and we strive to foster that relationship by proactive outreach, getting our desired message through loud and clear.

A recent Google news search with the keywords, “Walmart, racial comment” brings up 812 articles: a search for “Tiger Woods, affair” brings up 5,935 results.  Though the Walmart incident was recent and the storm surrounding Tiger’s dalliances has been brewing since last year, it’s still evident that Walmart’s proactive PR response minimized its negative news coverage and in fact, garnered positive sentiment from consumers, far surpassing the code of silence that Tiger’s PR camp imposed for months after his SUV accident.  So while all PR isn’t necessarily good PR, a swift response is better than squeezing one’s eyes shut and hoping that negative publicity will just disappear.

By Courtney Hart

Four Rules of Social Media Engagement – From Rick Astley?

Early on a beautiful Friday morning in New York, iced coffee in hand, it takes a creative headline to catch my eye as I go through the tasks to finish up the work week.

This morning a headline from Ragan’s PR Daily newsletter did just that: “What ‘80s pop singer Rick Astley – the Rickroll guy – teaches us about social media.”

Did Ragan’s just give me a reason to listen to “Never Gonna Give You Up” at 9 a.m.? Why yes they did, but the blog post accompanying the video provided some interesting thoughts on the connection of the lyrics to the rules of social media. You can read the full post here: “Rick Astley & Social Media,” but the four social media lessons are:

1. Be there
2. Be yourself
3. Be part of the community
4. Be committed to being awesome

These four points are easily relatable to our involvement in social media as individuals, but what about for a corporation? We’ve identified that in order to be successful in social media we need to be authentic to ourselves and participate constantly. In order for a corporation to be effective in their social media presence, it’s important that it becomes an important part of the PR program, not an afterthought added on simply to say “oh yeah, we’re involved in social media too.”

Mashable recently posted an article providing a great example of social media presence for a B2B company. Palisade Systems has adopted Twitter as an integral part of their PR efforts, and through following industry experts and analysts and constantly participating in conversations in the space the company has been able to build valuable relationships and build name recognition – one of their high-level business goals.

Palisade Systems follows the four “Rick Astley” rules of social media, and has achieved business goals as a result. If you’re interested in learning more about how your B2B company can adopt a successful social media PR strategy, get in touch! For now, Happy Friday and enjoy some Rick Astley to end your week:

 

 

By Ashleigh Egan

The Fine Art of the User Conference

I’m heading down to sunny Miami this week for Sparta Systems’ annual user conference, TrackWise Connection, and it’s gotten me to think about the perception of user conferences in general within the industry.  We’ve done considerable work over the years in helping our clients plan and execute their user events, and while the user conference can receive flak in the tech universe for being little more than a boondoggle, we’re big believers in instead using it as a platform to provide your most important audience with value beyond the technology they use in the day-to-day machinations of their jobs.

First and foremost, the user conference should be viewed as a way to invest in your most important audience, and give something back to the people in the trenches, for whom the use of your technology is essential to helping them perform their roles.  Putting together a program of valuable educational content can go a long way toward giving users the tools and knowledge to make more effective use of your technology, ultimately enabling them to better demonstrate their own value within their companies.  Add to this the opportunity to engage with these folks in an informal, face-to-face setting, and the benefits typically result in a lasting relationship that secures them as loyal users, even when they move on to other opportunities.

This isn’t to say, however, that the well-programmed user conference shouldn’t leave a little time for fun.  Planning evening activities and even the occasional afternoon excursion can really loosen things up, and give users the opportunity to spend time networking in a more casual atmosphere than the typical cocktail party can provide.  You don’t have to break the bank with these types of activities, but it’s important to make your users feel appreciated by allowing them the chance to cut loose from the more formal educational setting with activities that help them to relax and enjoy the company of their peers.

Lastly (and selfishly), the user conference can be an invaluable opportunity to educate your users on the value of PR, and potentially even secure a few new references who’ve yet to commit to communications activities.  This doesn’t necessarily have to include getting written approval from a customer to participate in a press release, media interview, etc.  Instead, with a little creativity, it can include things as basic as securing customers’ input on how to better engage them, whether it’s by targeting the publications they’re reading, reaching out with social media tools such as Twitter (even potentially gaining a few new followers for your handle) or taping some off-the-cuff video interviews for posting on your company Web site.  There are plenty of ways to use the user conference for PR activities, and with a captive audience of your customers at hand, not doing so would be an enormous missed opportunity.  

The easiest excuse for companies not to plan a formal user conference is the financial one – i.e., that with the economy in its current state, the idea of spending so much of the company’s resources on such a seemingly frivolous event would be foolish.  Yet whether it’s merely a single-day local event or an elaborate three-day getaway, a well-programmed user conference is an investment in your most important audience, one that can reap benefits in both the short- and the long-term.

By Mark Van Hook

If a Story Appears on the Internet and Your Audience Isn’t Listening, Does it Make a Sound?

I came across a recent article in PR Week that got me thinking about target audiences.  News editor Rose Gordon wrote a great piece, citing a recent Commerce Department report revealing that about 40 percent of Americans don't subscribe to high-speed Internet at home, while a staggering 30 percent of Americans don’t use the Internet at all.  In a world where many of us are consumed by mobile devices, social media and other platforms of communication, there is still a large group of people that have yet to join the masses.

Currently, the Obama administration and Congress are trying to bring affordable broadband connections to everyone. They believe universal broadband is an essential component to economic development.  While some people simply do not have the means to afford Internet access, there are still a number of folks out there that just do not see the value of the Internet. As a PR professional, I am constantly trying to stay one step ahead of the next big trend in communication.  Whether it is Twitter, podcasts or blogging, we are continually looking for new ways to include our clients in the conversation.  But what if a core audience is not listening?

There are many ways to learn about a client’s audience.  One that I have found useful is issuing a simple survey at a user or industry conference.  These surveys easily pinpoint the customers that are reading about your client’s area of expertise, and identify the various platforms they are using to get their information. Individuals often get stuck in their social bubble and fail to think about what is important to others. For example, if a client’s target audience is independent software vendors, they may not be as engaged on Twitter as quality management professionals.  Moreover, some audiences might not be utilizing the Internet at all; in which case a traditional print media campaign might work best. 

Ultimately, the biggest takeaway is to identify and know your client’s core audience.  Gordon makes a great point when she states that the findings of the report present a huge opportunity for new services from not-yet-discovered companies or even brand new platforms to change minds that an online community is rewarding in a number of ways. This is a great opportunity for PR professionals, who have been presented with the challenge of devising creative ways to reach every audience.

By Danielle Mandragona

Olympics and Technology Tradeshows: Striking Similarities?

Earlier this month I attended LegalTech New York, one of the largest annual events for legal technology vendors.  While at the event, it occurred to me how similar these tradeshows are to another rather large event taking place this month… The Winter Olympics.  Before you dismiss this comparison as a ludicrous attempt to make industry tradeshows sound sexy, hear me out. 

At the core of it, a tradeshow is an opportunity for technology vendors to pound their chests and tell the rest of the industry how great they are.  Vendors can successfully accomplish this goal through aggressive sales, marketing, PR and networking efforts at these events.  The Olympics provide countries around the world the opportunity to stand out from the rest through athletic competition.  Success in both circumstances is largely dependent on either a vendor or country’s ability to strategically prepare its respective workforces or athletes to represent their group by performing optimally at the event.

PR at industry events is a major aspect of this success for vendors.  It provides them with the rare opportunity to meet with a number of key industry influencers such as reporters, bloggers and analysts, that often play a crucial role in helping validate and communicate their message to the market.  Therefore, just as it’s vital for a country to invest in the preparation of its athletes for the games, it’s also important for technology vendors to invest in PR in their preparation for industry tradeshows. 

While there are no gold medals at these shows (shameless plug: except in the case of CT Summation who won six Gold Law Technology News Awards at LegalTech this year), participants still strive to be the best at what they do.  Even though some may say that there aren’t many similarities between an eDiscovery salesperson and a cross-country skier, it’s undeniable that fundamental parallels exist between the two at these events.

By John Klein