PR Pros Must Lead as Companies Emerge from Scandal
Transcription
PR Pros Must Lead as Companies Emerge from Scandal
June 16, 2014 prnewsonline.com Issue 23 Vol. 70 PR Pros Must Lead as Companies Emerge from Scandal In a digital age, when changes in marketing communications move at warp speed, rebranding campaigns have become somewhat routine affairs. Whether it’s a name change, a new logo or rethinking business practices to boost their online presence, companies can’t sit still. But there are some situations where a rebranding campaign definitely won’t cut it. Cases DID YOU KNOW 1. Rebranding is not a solution for brands gripped by controversy. (p. 1) 2. C-suite execs are putting a new spin on the “do more with less” mandate. (p. 1) 3. Whether verbal or nonverbal, communication requires context. (p. 2) 4. Rehabilitating a brand’s image requires a sustained PR campaign. (p. 3) 5. Social promotions are a significant way to show the value of your fan base. (p. 4) 6. There are a few strategies to inoculate an organization from its harmful ways. (p. 6) 7. In PR, trying to do it all is starting to become a fruitless exercise. (p. 8) in point: The Los Angeles Clippers and General Motors. Both organizations have recently been engulfed by controversy and are now starting to seek a path out. In late May it was announced that former Microsoft CEO Steve Ballmer agreed to buy the Clippers for $2 billion. The sale followed a major scandal in which current owner Donald Sterling was caught on tape making racists comments; Sterling was subsequently banned for life from the NBA. (Shelly Sterling, Donald Sterling’s estranged Source: blogs.motortrends.com Changes start with culture, communication wife, reportedly will seek a court order confirming her as owner of the team and forbidding her husband from any say in the sale.) Meantime, GM has been wracked by GM CEO Mary Barra has to show a clear scandal concerning why it took more than break with the past and show more transparency, says a crisis management expert. a decade to recall defective cars that have been citing poor communications, linked to at least 13 deaths. per The Wall Street Journal. An internal investigation So where do these organizaGM released earlier this month tions go from here, and how can lays out a narrative of incompe- PR execs play a key role in helping tence and neglect, specifically Page 6 ▶ ▶ B2B PR & Marketing A New Approach on Agency Reviews Inquire about values first, not tactical skills How can consumer generalists possibly compete with trade specialists in handling the full scope of a B2B communications program? B2B purists may insist that Feeling pressure from a slow the attributes of their ideal economic recovery and intense agency partner are different market competition, more from those of agencies that C-suite executives are seeking a serve consumer-facing clients. counterintuitive answer. For instance, businesses in Chief executives are putting heavily regulated industries, a new spin on the “do more such as financial services and with less” mandate by increashealthcare, seek out commuingly challenging their comnications partners who under- munications teams to deliver stand the arcane practices and business results with fresh parlance of their professional thinking. And that push for audiences. In another example, results born from new ideas is communicators who engage extending into the selection of with science and technology PR agencies. media work tirelessly to simply One way to shake up the keep up with the brisk pace of search is for B2B clients to stop change in their fields. basing their hiring decisions on By Mary Buhay a pyramid structure that initially filters for narrowly defined skills and experiences. By inverting the pyramid, clients can more effectively isolate the agencies that are best prepared with the core values and reputations Page 7 ▶ PR Advice from the Pros “Give social media platforms a face, not a logo.” Read more great advice in PR News’ Best PR Advice Compendium prnewsonline.com/prpress ©2014 Access Intelligence LLC. Federal copyright law prohibits unauthorized reproduction by any means and imposes fines of up to $100,000 for violations. Group Editor, Matthew Schwartz, ISSN 1546-0193 212.621.4940, [email protected] Editorial Director/Events, Steve Goldstein, 212.621.4890, [email protected] Graphic Designer, Yelena Shamis, 301.354.1838, [email protected] Content Manager, PR Events, Richard Brownell, 212.621.4693, [email protected] Writer/Editor, Brian Greene 212.621.4917, [email protected] Director of Marketing & Event Logistics, Kate Schaeffer, 301.354.2303, [email protected] Senior Marketing Manager, Laura Snitkovskiy, 301.354.1610, [email protected] VP of Marketing, PR News Group, Amy Jefferies, 301.354.1699, [email protected] Marketing Coordinator, Kristina McHale, 301.354.1609, [email protected] VP of Content, Tony Silber, 203.899.8424 SVP/Group Publisher, Diane Schwartz 212.621.4964, [email protected] Division President, Heather Farley President & CEO, Don Pazour PR News ADVISORY BOARD Paul A. Argenti - Tuck School of Business Mary Buhay - Gibbs & Soell Ned Barnett - Barnett Marketing Communications Steve Cody - Peppercomm Neal Cohen - APCO Carol Cone - Edelman Peter Debreceny - Gagen MacDonald Christopher L. Hammond - Wells Fargo Mike Herman - Communication Sciences Laura Kane - Aflac Ken Makovsky - Makovsky Michael McDougall - McDougall Communications Larry Parnell - George Washington University Mike Paul - Reputation Doctor LLC Deborah Radman - Senior PR Consultant Brenda C. Siler - Best Communication Strategies Stephanie Smirnov - Edelman Helene Solomon - Solomon McCown & Co. Mark Weiner - PRIME Research PR News BOARD OF CONTRIBUTORS Dave Armon - Critical Mention Andy Gilman - CommCore Consulting Bruce Jeffries-Fox - Jeffries-Fox Associates Angela Jeffrey - Salience Insight Richard Laermer - RLM Public Relations Richard Levick - Levick Strategic Comms Ian Lipner - Lewis PR/YoungPRpros Katie Paine - Paine Publishing LLC John Roderick – J. Roderick Inc. 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Yes, but equally alarming is that a good portion of that failure isn’t caused by the words that come out of our mouths, but, rather, our ability to communicate nonverbally. Nonverbal communication, of course, is the part of us that communicates through body position, posture and facial expression, for example. There are two sides to nonverbal communication: sending and receiving. As a leader within your organization, you must be cognizant and skillful at both. In order to truly enhance your communication success, you must learn to communicate nonverbally as well as interpret nonverbal messages from others. Below is what I refer to as the “Big Four.” Learn to use, identify and manage these nonverbal elements of communications. 1. SITTING POSITION What you should do: Take up space to communicate that you are in control. Put your bag on one chair and your coat on another. Do not cross your legs or arms, keep your shoulders back and your head up. Taking up space shows confidence, and gives the impression that this is your turf. What to look for: The use of space is all about context; putting your jacket on one chair and bag on another to convey authority doesn’t matter as much in a job interview compared to a meeting with a subordinate or colleague, in which if you put your feet up on the desk, it may send the wrong signal. 2. EYE CONTACT What you should do: Force yourself to make eye contact with whomever you are talking to. Make it while you are speaking and while you are listening. Eye contact is so important because the meaning of making it and not making it is misread constantly. Shy can be misinterpreted as aloof or uninterested. A downward gaze, while one might be simply thinking, is incorrectly thought to be a sign of deceit. 93% Percentage of communication that is nonverbal. Albert Mehrabian, UCLA What to look for: Watch for a different gaze during different parts of the conversation. Whether the person is making eye contact is less important than what she is saying while making or avoiding a direct look. 3. ARTIFACTS What you should do: This category includes handbags, jewelry, wallpaper, furniture, or anything in the immediate environment that the person to whom you are talking may be, say, tugging, peeling, squeezing, and sending nonverbal messages about how they’re responding to what you’re saying. What to look for: Big and bold or little and precise, it all depends on perception and your audience. For example, women who wear big, bold scarves, sizable and colorful necklaces, and/or large prnewsonline.com | 6.16.14 By Theresa Zagnoli brooches are usually said to be trying to set themselves apart. On the other hand, women who wear little, pointy, hardly visible artifacts are said to be sending a message of preciseness, shyness and/or one reared with a puritan view of what’s proper. 4. TOUCH What you should do: A tricky subject in today’s environment. Do you touch or not? People who touch, and those who appreciate touch, are more open to ideas, said to be betteradjusted socially and, of course, beloved by most of their family and friends. Gestures such as backslapping exist for a reason and are strong demonstrations of appreciation. Touch things around you to make them more noticeable to the observer and when appropriate provide a pat on the back, literally. What to look for: Be wary of someone who stiffens or recoils from a hug or a lingering handshake; there is likely more to this than meets the eye. While it might be a preference to stick to the [notouch] rules, be aware that this person is absolutely sending a message by withdrawing from an appropriate touch. As with all communication, verbal and nonverbal, context is key. My parting advice: If the room is cold, don’t think the person sitting with his arms crossed is in a defensive position. He’s just chilly. PRN CONTACT: Theresa Zagnoli is CEO of Zagnoli McEvoy Foley. She can be reached at [email protected]. ▶ Data Points Rebuilding Reputation Metrics that are helping to define the communications field. Exclusive data from CoreBrand tracks brands whose reputation has declined in the last five years. For any brand on the wane, recovery starts once the organization admits to having a problem. ▶ The Content of Character: Four of the top 10 reputation decliners during the last five years are in the healthcare sector, according to data tracked during a five-year period by brand consulting company CoreBrand. The data is drawn from CoreBrand’s proprietary Corporate Branding Index, an aggregate measure of 500 companies representing both the size (familiarity) and quality (favorability) of a company’s brand. The metric is designed to capture the breadth of, and sentiment toward, a corporate brand. A company’s ranking is based on its overall score. Most reputation losses stem from a specific (and nagging) problem. “Almost all the companies in the top 10 have an identifiable reputation issue that precipitated the decline, either regulatory, financial or legal,” said Jim Gregory, CEO of CoreBrand. PR managers, of course, are the eyes and ears of any company, and they have a key role to play in such instances. “Once the cause of the reputation loss is resolved, the company needs to consciously and strategically rebuild its brand with a sustained public relations and corporate communications campaign,” Gregory added. Reputational declines don’t happen overnight. Nor should the communications efforts designed to reverse the situation and get the brand back on track (see related story on page one). PRN Company Industry Sector 2013 Rank 2012 Rank One Year Variation 2008 Rank Five Year Variation Stryker Medical Supplies & Services Healthcare 468 434 -34 95 -373 Allergan Pharmaceuticals Healthcare 438 357 -81 84 -354 AstraZeneca Pharmaceuticals Healthcare 412 331 -81 60 -352 PerkinElmer Scientific and Photographic Equipment Industrial 449 402 -47 102 -347 Parker Hannifin Diversified Industrial Industrial 475 462 -13 143 -332 Rohm & Haas Chemicals Basic Materials 441 322 -119 113 -328 C.R. Bard Medical Supplies & Services Healthcare 409 429 20 96 -313 Delphi Automotive LLC Auto Parts Consumer Cyclicals 444 398 -46 175 -269 Omnicom Group Diversified Financial Industrial 480 432 -48 218 -262 Franklin Resources Diversified Financial Finance 483 504 21 225 -258 Source: CoreBrand PR News’ Salary Survey Chapters include: The state of salaries, benefits, and job satisfaction for communications professionals. ❚ Overview and Industry Compensation Trends ❚ Breakouts of Data, By Job Title and Sector ❚ Workplace Insights from PR Leaders Order your copy at www.prnewsonline.com/Salary-Survey2014 prnewsonline.com | 6.16.14 23732_PRN Salary Survey book strip ad.indd 1 23732 Find the answers to key questions you may have about jobs, salaries and employment data within the world of public relations. 3 3/13/14 5:30 PM ▶ Case Study Ignite Puts the Pedal to the Metal for FIAT Brand Photo courtesy: FIAT An online quiz turns into a major PR vehicle New York Giants’ dramatic last-second victory over the New England Patriots. So that’s where PR stepped in in order to propel FIAT’s messaging forward. FIAT turned to Ignite Social Media to help keep the news alive while simultaneously engaging users, customers and prospects. When approaching the FIAT account, Ignite “took a multi-channel program leveraging the [Karl] Abarth targets’ intellect, thirst for discovery and edgier personality,” said Schanel Moses, social media project manager at Ignite, referring to the longtime FIAT designer who had put together some of the car company’s speediest vehicles. The FIAT brand hadn’t been sold in the United States for a few decades, so when it returned in the States, the automotive company wanted to make sure it did so with some lasting impact. The solution was an integrated marketing plan, featuring a Super Bowl spot supported by digital PR. The first part of the effort was to throw a boatload of dollars at a series of commercials featuring Jennifer Lopez, as well as a 2012 Super Bowl commercial with Romanian model Catrinel Menghia (which commentators tapped as the sexiest advertisement of the night). REVVING UP But FIAT didn’t want to get This wasn’t the first time Ignite lost in the shuffle following the worked with FIAT, but it was the PR agency’s first crack at creating a promotion for the brand. Before this program, Ignite worked on covering live events on social platforms and created a Facebook tab for Number of referCBS Alternate Routes, a storyrals to FIAT’s Abarth telling series. Chrysler Group’s FIAT website as a result brand tasked Ignite with genof the PR effort. erating a program that fostered awareness and purchase 266,000 Each user who joined the “Score a Scorpion” contest could keep track of how many scorpions he or she had found across the Internet via a personal user profile landing page, such as the one above. Don’t Miss the Boat on Social Promotions Remember when Facebook still let brands use tabs in a meaningful way? Social media marketers ran countless promotions in those days, often to attract new fans. “Likegate” was introduced into the vernacular and we all wrote case studies on fan growth. Today, so much has changed and it is a more complex world for social media marketers. But too many brands and organizations have reacted to these changes by stopping their social promotions altogether. Content marketing—once a fraction of social media marketing—is now 4 seen as the same thing within media precincts. Yes, Oreo’s now famous “Dunk in the Dark” got a lot of attention, but there’s so much more at our fingertips. What you see in our “Score A Scorpion” promotion (see above) is a campaign enabling the brand to activate its fans and followers beyond the like/ share/retweet circle that many live in. Such promotions help drive traffic to websites. They help collect email addresses. At times, they even drive measurable sales lift. Dunk in the Dark did none of these things. prnewsonline.com | 6.16.14 For social media marketing to continue to justify the increasing budgets we’ve been entrusted with, we need to demonstrate that Jim Tobin our discipline can drive business results as well as any other marketing. Yes, social media is different, but that doesn’t make it less accountable. Social promotions are a significant way to show the value of that fan base we’ve all worked so hard to accumulate. Let’s not ignore them. This sidebar was written by Jim Tobin, president of Ignite Social Media. Courtesy: FIAT consideration for the FIAT 500 Abarth. The potential audience for the Abarth was determined by Ignite to be “intelligent risk-takers who love the thrill of discovery,” according to Moses, so the company brainstormed ideas to engage that demo. Ignite designed an interactive quest via an app hosted on the FIAT USA Facebook page. The contest lasted for roughly four weeks. Those involved would be given clever hints to find the “hidden” scorpions on both paid display ads and FIATowned websites. “We chose scorpions because it is the logo of the Abarth,” Moses said. “Karl Abarth chose the scorpion as the logo because it is his astrological sign. We didn’t consider any other possibilities, as the scorpion is the best representation of the brand.” Users could only collect up to eight scorpions. That would give them the chance to win an Abarth merchandise prize pack or one of three new FIAT 500 Abarths. Cumulative New Registrations 30000 25000 20000 15000 10000 5000 0 2012 2012 2 /201 2/5/ 2/19 3/5/ After introducing the “Score a Scorpion” campaign, FIAT added more than 25,000 new registrations to its list in just one month. scorpions are masters of adaptation and have been around for hundreds of millions of years.” That hint led to the Twitter account for the nerdy star of the first Abarth commercial, Matty Roch, who got to work opposite Romanian model Menghia: “A little bluebird told us that the keeper of your next clue is still in shock SPREAD THE WEALTH after meeting our scorpion Hints included the following face to face. Needless to say, language that was posted on National Geographic’s website: he orders his latte with extra “According to one of the largest froth ever since.” nonprofit scientific and educaAnother hint was found on tional institutions in the world, TopSpeed.com: “Karl Abarth got his start with FIAT by manufacturing an incredibly “Chrysler Group’s popular modification kit for the FIAT brand tasked gear and exhaust terminals of the Ignite with generating FIAT Topolino. a program that fostered With Abarth, FIAT has become awareness and purchase synonymous with top speed.” consideration for the “Most people FIAT 500 Abarth.” went about finding answers to the hints by doing a Google search or search FIAT USA’s social platforms,” Moses said. THE RESULTS “Our primary goal was to build awareness and consideration for the FIAT 500 Abarth,” Moses added. “Therefore, we were most concerned with tab views, new fans, sweepstakes entries and referrals to fiatusa. com/abarth.” One of the keys to making the program work was using multiple channels. “We used the brand’s website and social platforms, distributed email to FIAT hand raisers, and amplified our efforts with media buys,” Moses said. “And, having a spot during the Super Bowl certainly helped.” Here are some of the more specific result generated from the marketing campaign: • The contest had 25,980 entries, exceeding the original goal for the plan by 153%. • More than 60% of entrants opted into FIAT’s CRM database. • The program received 1.7 mil- prnewsonline.com | 6.16.14 lion impressions, which resulted in more than 266,000 referrals to FIAT’s Abarth website. • Score a Scorpion participants spent a collective 9,000 hours playing the interactive game. • While not a primary goal, the constant engagement from participants helped increase the FIAT Facebook page fan count by 41,000—an increase of 1,483% in daily fan growth. Moses said that to make such a program work, it is extremely important to know your audience well. She added: “Keep the consumer front and center. Build a unique, multi-channel program around her passions, and leverage what makes her tick.” PRN CONTACT: Jim Tobin, follow him on Twitter, @Jtobin; Schanel Moses, follow her on Twitter, @Schanel. 5 Culture Club ▶ Page 1 to drive legitimate change, both internally and externally? “It’s a medical approach,” said Jason Maloni, senior VP and chair of the litigation practice at LEVICK. “You can cut out the cancer, but there’s a rehab program that follows any major procedure. Both organizations need to reinvent themselves, and present new faces and leaders who will be the standard bearers of righting the ship and taking consistent steps to change their culture,” he added. NO QUICK FIX These two examples can be used to outline broader principles and best practices for reputation rehab. PR pros have to pay careful attention to whom the company is hiring for leadership positions post-scandal, and what signal that hiring sends to stakeholders, Maloni said. Wiping Out Toxic Behaviors Take it from a boss: We all report to someone. I figured out long ago that I work for my staff more than it works for me. It’s in my best interests to create a creative, healthy workplace environment where my staff can produce its career-best work and live a fulfilling life. That’s what generates ideas that seemingly defy gravity and yield happy clients. Here are three strategies for dealing with toxic bosses and inoculating the organization from its harmful ways. ▶ Focus on the behavior, not the person. Very few of us are willing to put our heads on the chopping block and call out a bad boss by name. Instead, you should identify the leadership behavior that is creating a hostile or 6 But it really starts with something that’s core: Culture. One mistake that PR pros need to avoid is thinking that remedying what was previously a dire situation will take a few weeks to fix. “It’s not a new coat of paint,” said Robert Ludke, executive VP of the corporate advisory practice at Hill+Knowlton Strategies. “It takes a number of years.” Ludke shared three recommendations for PR pros who are tasked with changing a corporate culture in the wake of a serious scandal: ▶ Deploy all media chan- nels to get the message out. “What you say is much more important than how you say it,” Ludke said. “You don’t have to worry about awareness among employees; they can’t get away from the crisis, so you have to offer a new path.” unhealthy work environment. Don’t name names at this point. Instead, inventory the root cause of what’s holding back the organization from achieving its goals of financial success, employee productivity, customer loyalty and competitive success. Then develop ideas that will address these flawed leadership behaviors and enhance the reputation of the organization —in other words, your big-picture job description. ▶ Find a safe harbor for your ideas. Now that you have your well-thought-out answers to what behaviors are holding the organization back, you need to find a friendly audience to present your assessment of how to help the organization be all that it can be. First, stay away from human resources. Truth be told, owners and C-suite execs often view HR as the com- ▶ Listening to stakeholders cannot be underestimated. “Those in the communications and PR field need to stress the listening, rather than one-way communication,” Ludke added. ▶ All hands on deck. “If GM is going to truly change, it can’t be just [GM CEO] Mary Barra alone talking about change,” Ludke added. “Everyone needs to talk about how they are going to improve the culture.” LONG HAUL Another way PR pros can play a meaningful role in rehabbing scarred brands is to create a comprehensive plan to ensure that communications initiatives do not get stalled at any middle level, which beset GM, said David Johnson, CEO of Strategic Vision. GM needs a “mechanism in plaint department every time it’s too cold, too loud or too cheap around the office. Instead, have a nonthreatening conversation with your immediate superior regarding your observations and ideas for enhancing value. Go to your chief communications officer. If you’re the CCO, go to the general counsel, CFO or president. Anyone other than the offending individual. Stay focused on the leadership behaviors and ideas for organizational change and your intentions will be pure. ▶ We all answer to someone. Make the call. If your efforts prove ineffective, muster some courage and identify the toxic boss by name. C-suite executives report to other C-suite executives or a board of directors. CFOs report to presidents. Presidents report to CEOs. CEOs report to board chairs. prnewsonline.com | 6.16.14 place” so important information flows into the right hands, he said. Indeed, both GM and the Clippers have to demonstrate a clear break from the past. In the case of the Clippers, its PR pros need to “persuade fans and sponsors that the team is about winning and that’s the culture,” Johnson said. He added that the team also has to convince stakeholders that Ballmer has no intention of moving the club to Seattle (home of Microsoft). “They need to outline a five-to-ten year vision of what its doing as a team and how it’s growing its roots” in Los Angeles, Johnson said. PRN CONTACT: David Johnson, djohnson@ strategicvision.biz; Robert Ludke, robert.ludke@ hkstrategies.com; Jason Maloni, [email protected]. And board chairs report to boards of directors, which have a responsibility for (and an Doug Spong intolerance of) ineffective leaders who create workplace environments that handicap the success of organizations. Odds are, you’re not the only one naming names when it comes to that bad boss. As added protection, America offers so-called whistleblower laws for employees who lodge complaints against supervisors or officers of the organization. Legal shields may help to embolden your strategy of last resort. This sidebar was written by Doug Spong, founder and president of Spong. He can be reached at [email protected]. B2B PR ▶ Page 1 in order to make a positive impact on the business. These are the non-negotiable “atoms” that must be present in the “DNA” of the prevailing agency. Once proof of this fundamental composition is found, the client can continue to look for specific technical skills and resources. The hunt is more likely to be successful—and less frustrating—when clients agree that agencies must present their credentials as suitable partners first. To understand how the search process is evolving, we asked some of the most experienced “matchmakers” guiding agency reviews today for their perspective. Meghan McDonnell, Senior VP, Pile and Co. Big thinking, great storytelling and digital strategy top the list of what our B2B clients want in a PR agency. And these priorities are actually no different than those of our B2C clients. So, when it comes to managing PR agency reviews, we don’t recommend disparate approaches simply based on a client’s designation of B2B vs. B2C. In fact, in a recent PR review for a global B2B financial-services client, agency criteria included strategic capabilities, program measurement and integration with other client agency partners—all of which you could find in a B2C review. Corporate communications led the process and agency selection culminated with an evaluation form—as they might in a B2C process. This isn’t to say that a PR agency’s B2B experience is no longer important to clients. Knowing how to navigate the sales channels of complex organizations or bringing industry media contacts to the table remain a priority. However, we’re now seeing B2B companies looking for more than B2B experience from their PR partners. Our advice to PR agencies looking to pitch B2B companies is to demonstrate relevant experience, as well as how you collaborate with other agencies, implement smart digital strategies and generate ideas that extend beyond your natural channels. “One way to shake up the search is for B2B clients to stop basing their hiring decisions on a pyramid structure that initially filters for narrowly defined skills and experiences.” Dan Plachta, Engagement Manager, The Bedford Group From a process standpoint, agency search among B2B and B2C marketers is relatively similar. Both begin with an exercise to build consensus (across groups/ departments), move to vet potential candidates and assess their relevant skill sets and end with how to structure a mutually beneficial contract with KPIs to monitor ongoing performance. The few differences lie within the process itself. For instance, B2B searches tend to involve more expansive, many times matrixed stakeholder teams and have historically targeted highly specialized, category-equipped agency candidates. Although the stakeholder mix continues to remain unchanged, B2B marketers are expanding their agency consideration set to include more B2C-oriented agencies. Why? Because while the ability to dissect a category intimately and with an insider perspective is important, creativity is playing a larger role in B2B marketing. Corporations are increasingly seeking insight-driven agency candidates, particularly on the B2C side, to gain more traction and drive creativity and emotion. Within our agency search practice, The Bedford Group takes a forward-leaning approach to helping B2B marketers partner with agencies that can aggressively grow our clients’ business. One aspect of our work is helping traditional B2B adapt to the new paradigm of “B2B2C” and create effective pull strategies. While not every organization may be ready (or fit) for the evolution, several of our clients have been able to combine innovative creative with technical prowess and category skills. If nothing more, B2B marketers should determine the role a more finely honed creative product plays in their communications and remain open to a new approach. prnewsonline.com | 6.16.14 Mark Sneider, Owner/president, RSW/Agency Search There is no reason why B2B and B2C agencies should manage their search processes differently when looking for a new agency. But there is a tendency to (or at least want to), which we try and not let them do. I have seen B2B companies want to dial down into more of the tactical elements of an agency’s thinking versus seeing what an agency can do from a strategic standpoint. B2C companies seem to have a better handle on finding agencies that can build campaign platforms that can tie the platforms to sound businesss strategies. There seems to be less of this on the B2B side, where it’s more about the idea and not the seed from which it came. I have also seen B2B agencies—when in the early stages of a search (e.g. RFI)—be more concerned about the functional aspects of the relationships. These aspects include who an agency has worked with versus digging deeper into the relevancy of its experience. They also include the degree to which the agency can demonstrate to the potential client that its thinking about the organization—and not just present a dog-and-pony show about the agency. PRN CONTACT: Mary Buhay is VP of marketing and business development at Gibbs & Soell. She can be reached at mbuhay@gibbs-soell. com; Megan McDonnell, mmcdonnell@pileandcompany. com; Dan Plachta, dplachta@ bedfordgroupconsulting.com; Mark Sneider, [email protected]. 7 ▶ Tip Sheet A Remedy for Media Relations Couples Counseling Life—and PR—tastes much better in person “I can’t begin to tell you how much fun I’m having. You get what I want. You get what I’m trying to do. And I can trust you to follow through on what you promised. You’re not like all the others who only think about what’s in it for them. This is going to be a great relationship.” If you had overheard this conversation in that restaurant a couple months ago, chances are you would have smirked and thought that new love was about to blossom. You’d be half-right—it was love not in the romantic sense, but in the forming of a meaningful partnership with one of the top editors covering the healthcare industry. We were putting the relationship component back into media relations. And it felt amazing. For the two decades that I’ve been a part of the PR profession, Watch the movie Her for what not to do in your media relations. I’ve watched and played a part in accelerating how quickly we can transmit information. How rapidly we can receive and react to changes across the city and around the world. How easily we can communicate with countless people in a very short period. TRUE STORIES It’s a way of life that’s astonishing, exhilarating and powerful. Yet it’s becoming dangerous. Many of us are confusing true human-to-human relationships with digital transactions—a check the box, “let’s get this done and move on” mentality. The result is an erosion of the give-and-take approach between PR professionals and their most valued journalists. However, we’re facing the same syndrome from our other halves in this dysfunctional relationship. I see more and more journalists bypass interviews with experts who can offer great insight and commentary in favor of copying-and-pasting from provided materials. They’re under pressure to produce more content, feed content to more channels and hit the repeat button—something that’s easy to do with a stream of fact sheets, bylined stories, quotes, infographics, photos, suggested social media posts and video packages. One of my senior interns was incredulous a few days ago when a respected media outlet’s feature story was almost a complete pick-up of her pitch and news release. Get used to it, but please don’t embrace it. We can do better. We need to do better. We need to find a way to build true relationships once again. THE CRUX OF THE ISSUE “How did we let the value of relationships slip off the map?” asked a seasoned PR pros when I brought up the subject. He surmised it was the fault of senior managers who assume that middle managers are up to the task of instilling the principle into new recruits, and middle managers who are too frantic with their own list of deliverables to care. He called it the “PR crouch.” Ouch. That may play a role, but there’s more at the root of the issue. For the managers and mentors among us, we need to encourage our teams to become even more focused on what—and who— truly matters. Trying to do it all becomes a fruitless exercise with diminishing returns. Can it be as easy as picking up the phone versus sending an email? Hopping on the train or plane for an in-person lunch instead of sending an endless stream of texts? It’s not the complete solution, but it’s a start. By Mike McDougall Sometimes, just showing up makes all the difference. During my in-house days, I visited Sydney for a one-day meeting, and found myself making a day trip to Amsterdam—all in the name of demonstrating that being at the table in person was more important than convenience. Extreme? Maybe, but the outcomes of both trips were rapid and powerful. Do yourself a favor. Watch Her, the powerful Spike Jonze movie that won an Oscar this year for Best Original Screenplay. Clear the deck and watch Theodore, played by Joaquin Phoenix, date and then fall in love with an operating system of the future. Then ask yourself if you’re doing the same with your media partners, hiding behind the bits and bytes of glowing screens and ultra-fast connections. We’re not going to slow the changing nature of communication, but we can guide its path. As the pace quickens, relationships matter even more. Life tastes better in person. Savor it. PRN CONTACT: Mike McDougall is president of McDougall Communications. He can be reached at mike@ mcdougallpr.com. Follow him on Twitter, @McDougallPR. PRNews’ Best PR Advice Book Your guide to personal and professional success. From advice on advancing your career, managing employees, mitigating crises, leveraging social media and boosting brand leadership, this book is filled with valuable nuggets from communicators worldwide. Order Today: www.prnewsonline.com/best-pr-advice 8 prnewsonline.com | 6.16.14 24013 TOP Places to Work in PR Entry Deadline: June 13, 2014 | Final Deadline: June 20, 2014 ENTER TODAY AT: www.prnewsonline.com/topplaces2014 ENTER YOUR CORPORATION, AGENCY OR ASSOCIATION TODAY! If you work at a PR agency, or for a communications/PR/public affairs department within a corporation, nonprofit, association or NGO, then PR News is seeking your entry for its 2014 class of Top Places to Work in PR. The winners and honorable mentions in each category (agency, corporation, nonprofit/association/NGO) will be announced at an awards event in Fall 2014, and will be highlighted in a special feature on PR News’ site. Winners will be selected by PR News editors, an outside panel of industry experts and your peers. Who Should Enter? If you work at a PR agency, or for a communications/PR/public affairs department within a corporation, nonprofit, association or NGO, then you should enter PR News’ Top Places to Work in PR Awards program. Respondents are not required to answer all questions to be considered (except where indicated), but we encourage you to provide as much information as possible so that we can evaluate each submission fairly and accurately. Both domestic and international organizations are eligible and will be judged according to the category. Please note that the names and identities of all nominators will remain confidential, but the information provided will be used for judging purposes and for coverage on PR News Online. Eligibility Requirements Judges will review each organization’s synopsis specific to 2013 though June 2014. Workplace culture and career advancement opportunities over a period of time will be considered. R E T N E AY! D O T IF YOU HAVE ANY QUESTIONS ABOUT ENTERING, CONTACT AWARDS COORDINATOR, Saun Sayamongkhun | [email protected] | 301.354.1694 www.prnewsonline.com/topplaces2014 23244 July 15 | NYC GOOGLE Boot Camp July 15 | The Yale Club, NYC Early bird rate ends June 19 Speakers include Sessions include Amelia Burke-Garcia - Westat What You Need to Know About SEO Adam Finch - Westat Creating Content That Gets Traction on Google Matt Gentile - Century 21 Real Estate Measuring Your Progress with Google Analytics Trevor Martin - The Nature Conservancy Google Trends and Databoard: Using Data to Tell Your Story Jeremy Rosenberg - Allison + Partners Embracing Visual Storytelling on YouTube Mike Samec - Gibbs & Soell Business Communications Advertising on Google: How to Make it Work for Your Brand Adam Singer - Google Starting a Conversation with Google Hangouts www.googlebootcamp2014.com/