See You on Stage!

NKDEP Kidney Sundays Toolkit_Page_01

At Ogilvy, we view entering the PRSA-NCC Thoth Awards as an annual opportunity to showcase work that exemplifies our creed: ideas and solutions that make a real impact in fresh, original, and noteworthy ways.

Ogilvy Washington submitted entries to more than 20 categories last year and was recognized across nine– winning three Thoths and six Certificates of Excellence. The thrill of the evening was taking home our very first Best in Show award for “Kidney Sundays Help African Americans Understand Their Risk for Kidney Disease,” with the National Kidney Disease Education Program.

Entering the Thoth Awards offers your organization the chance to reflect on the work your team does throughout the year and be recognized for it. While winning is great, the pursuit can be just as satisfying. Of course the formula for winning Best of Show is a closely held secret of the Thoth judging committee, but here are a few helpful tips that helped us create winning entries in multiple categories:

  • It starts with the work: Great campaigns are rooted in solid research and deliver real results that make a positive impact for your client. Tell that story!
  • Every detail matters: Support your entry with meaningful data, detailed results and demonstrated success.
  • Enter in multiple categories, but tailor each submission to the language and requirements of each specific category.
  • Dare to take a fresh look at your campaign.It is likely that there is a supporting element of your campaign that deserves the spotlight. The Thoth Awards offer the opportunity to bring those elements to the forefront in the “Component” categories.  Don’t miss this chance to win!
  • Don’t be discouraged if you didn’t win last year – every new client campaign provides a new opportunity to be awarded for your work in partnership with your client.  The value of losing is in learning why you didn’t win. Request the score sheet to determine how you can refine and retool your campaign approach. We do – and we’ve learned a lot about our work in the process.

Think your work could be a winner – Enter it in this year’s Thoth

We are looking forward to a great Thoth Gala in 2013. See you (hopefully) in the winner’s circle!

Tiana Allen, Account Supervisor, Ogilvy Washington

Ellen Birek, Vice President External Relations, Ogilvy Washington

Please Take The PR Pro Pledge With Me

Taking oath.Media relations. Sigh. For many PR people, it’s the core of what we do. For many others, it is but just one strategy out of many we use to get the job done. I am in the latter camp. I use it sparingly, when it is the right strategy for what my client or company is trying to accomplish. I believe that too often, media relations – the practice of working with members of the print, broadcast and digital media, to place a story – is the “go to” strategy companies use when they want to get the word out about something, or raise their profile in the public’s eye. Rarely is it the right strategy for them. For one, it’s like hoping you’ll get hit by lightning while in line to buy a lottery ticket. The chance of placing a story, due to the incredibly vast competition for air space and ink, is so slim; it’s often not worth the time invested. But more importantly, it’s usually not even the right strategy for the client or company. By that I mean, in most cases, the target audience comprises only a tiny fraction of the audience of the media outlet, so the return on that invested time spent getting the story placed is not great.

Alas, many PR people still try. Boy, do they try. Many will stop at nothing. They hound reporters with their calls. They make long boring pitches. It’s embarrassing, quite frankly, for all of us to be in the same camp. With client demand to be in the news so often and cohorts killing the game with bad practices, what’s an intrepid PR professional to do?

I used to think that the Universal Accreditation Board’s accreditation (APR) for PR people was the answer. I had originally thought more than ten years ago when I became accredited, that this for sure was the answer. If we all followed the right school of thought, the right approach and strictly adhered to a code of ethics, then we could tamp down on the reckless use of media relations. Through this we would improve our success with clients and bosses, and improve our reputation with journalists. But I’ve found, unfortunately, that the APR is not the answer. It just hasn’t taken off within the PR community the way I had hoped. Not enough of the good folks have it. Many that don’t have it can’t earn it because they don’t have the right foundation of learning to pass, and many that have it still aren’t playing by the rules.

The best I can come up with is a pledge. For simplicity, I am calling this, The PR Pro’s Pledge. It lays out all the things I will not do for a client or boss in the name of smart and savvy PR practice. My thinking is, if enough of us sign this, and share it with each other, and more important, share with clients and bosses, than we may have a real chance at success, whether that success is for our clients, or our own reputations. United we stand against bad PR. Please join me. Sign this. Present it when asked to violate these rules and refuse to violate them. We can’t do it without each other, so let’s do it together. Take the Pledge:

The PR Pro’s Pledge

I, (insert your own name), being of sound and strategic PR mind, hereby swear before all my PR and journalism colleagues, to abide by the following rules for best practice public relations. Should I violate any of the rules contained herein, let me be shamed in a public forum of my peers, with nary a media call returned to me, so long as I shall practice PR:

  1. I will not spam journalists by sending multiple journalists the same, generic release or pitch in the same email or in separate emails.
  2. If I have to send a generic release or pitch because time is tight or there’s a gun to my head, I will at least hide all the addresses in the BCC line or send them separately with a personalized salutation.
  3. I will not call a journalist on deadline to see if they got my email.
  4. I will not try to pitch a journalist a story after the journalist has become a victim of an email blast where all other media outlets were visible in the email TO line.
  5. I will not turn off my cell phone after sending a release or pitch on a Friday about a weekend event.
  6. I will not pitch a story about a client or boss receiving an award, unless my client or boss is an A-list celebrity, a high ranking authority, or a truly remarkable individual.
  7. I will not pitch a story that is not news to anyone but my client or boss.
  8. I will not lie, stretch the truth, or even white wash information to make my client or boss appear better than they are.
  9. I will not purposefully hide information from, or circumnavigate questions asked by the media.
  10. I will not buy advertising with a media outlet in attempt to garner more coverage for my boss or client. I won’t even suggest it as a strategy.
  11. I will not pitch a journalist that I am not positive covers the topic I am pitching.

Samantha J. Villegas, APR

Samantha Villegas, APR, is the President of the National Capital Chapter of PRSA. She is the owner of SaviPR and is an accredited PR consultant with 20 years experience in agency, corporate and government settings. A version of this story first appeared on her blog Savithoughts and PR Daily. She can be reached by Twitter at @samanthajvilleg.

Why Do We Get Such Bad Press?

ethics2

I was reading an article by Mickie Kennedy, founder of eReleases, the other day. He wonders why we PR pros are often reluctant to tackle our own industry’s bad ethical reputation.

He speculates we earn this reputation due to our seemingly unending “…habit of spinning bad actions into a positive light…”

While the really bad decisions some of our so-called colleagues have made headlines, Kennedy says the real problems causing our bad reputation are the more common “…PR stunts such as pay-for-play television programming, where businesses pay to appear in news casts, blurring the line between editorial content (i.e. hard news) and advertisement.” Also hurting our reputation are “…anonymous internet postings where PR pros attempt to create fake word-of-mouth campaigns to promote products…[and]…’astroturfing,’ where corporations advance an agenda while trying to appear as if the effort were merely an astounding grassroots movement.”

If Kennedy has good news, it’s that he feels most of us are good people just trying to do our jobs. He says, “If the honest PR pros continue to uphold their ethics while denouncing PR pros that cross the line, then the industry can eventually shed its bad reputation.”

I agree. I’ve been in this business about 20 years, if you don’t include the time I spent in broadcasting. In all that time, I can count the number of people I wouldn’t do business with again on one hand.

Despite the reputation we carry as “just so much fluff” from some organizational middle managers, senior leader continue to hire us because they understand the vital role we play in the success of their organizations. These senior leaders understand we’ve got a tough job. We have to keep one foot in the organization and one foot with the organization’s stakeholders. Our bosses depend on us to know what’s going on inside and outside. And, they depend on us to give them good counsel.

Giving good counsel means tackling the tough problems, and tough problems often have an ethical component.

Kennedy commends the field for its embrace of codes of ethics and suggests we use them. I agree. Our own organization’s Code of Ethics is one of the most widely recognized in the industry. The PRSA website’s ethics area includes some great resources, including case studies, professional standards advisories and a rich resource area.

All of these resources are only as useful as we make them, of course. That means that in the heat of our busy days, we must recognize when we are facing an ethical situation, if we are ever to hope to resolve it. I think that’s the hardest thing to do of all and I’ll be talking about that in my next blog post.

————————

Mitch Marovitz is the Treasurer and Ethics Committee Chair for the Public Relations Society of America’s National Capital Chapter.

What Your Email Says About Your Brand

A Case Study: Your Emails

Digital branding starts in your inbox.

It’s something you take for granted, something seemingly trivial, even mundane. When executed thoughtfully, however, it makes a splash. It says, “This guy is sharp—I want to work with him!”

What is this opportunity, obvious but overlooked? It’s the bookends of your emails: your address and signature block—often, the first and last thing your recipients will see. For better or worse, your email bookends are powerful purveyors of your brand. What are yours conveying about you?

Continue reading →

Free e-tools and apps for the busy PR professional

We’ve all had those exasperating moments at the office when we stomp and fume, “There’s got to be a better way of doing this!”

That’s definitely the case when you’re a solo practitioner, or you’re a one-person PR department. Efficiency and productivity take on new meaning when it’s just you and your computer, and you have no support staff.

Marcus O'Malley at a recent IPRA luncheon.

Marcus O’Malley talks about free e-tools at the IPRA luncheon.

Luckily, there are a lot of slick web and mobile applications out there, many of them free, that can make your life easier. A couple of weeks ago, Marcus O’Malley of Immerge Technologies gave the Independent Public Relations Alliance an excellent overview of some time-saving, life-simplifying e-tools that PR professionals can put to use right away.

In addition, there are quite a few publications and blogs that provide good advice to entrepreneurs and small business owners, and they often provide lists of apps worth checking out. One source of small business advice that I like is The New York Times’ “You’re the Boss—The Art of Running a Small Business.” This blog has lots of great stories and ideas.

So if you haven’t already discovered these, here are a few free apps worth exploring (even if you’re not self-employed):

Google’s suite of office tools. Most people are aware of Gmail and Google Docs, but Google offers many other products that can increase your productivity and improve your professional image. For example, you can create aliases for your Gmail accounts to give them the appearance of coming from your business address. You can aggregate and manage various Gmail accounts and link them to Google’s calendar. You can also create “hangouts” for collaboration and group chatting.

Screenr. This free, screen-capturing tool allows you to create screencasts of websites, including recording your own voice-over. It’s extremely helpful for explaining to customers or clients how to login to an account or manage content. Check out this Screenr video by Marcus that explains how to use some of Google’s free tools.

FreeConferenceCall.com. I’ve used this conference call service myself, which allows you to set up calls (and record them) at no cost to you. The only catch is that participants must make a long-distance call to dial in, but nowadays most people are able to make free long-distance calls anyway.

CamCard. How many times have you been to a networking event, collected a bunch of business cards and then failed to follow up because you’ve tossed them into a drawer, never to be seen again? CamCard scans the information from business cards using your smartphone’s camera and then allows you to save and organize the information for later use.

MailChimp. This easy-to-use email service allows you to create your own marketing emails and e-newsletters. You can create lists, monitor opens and click-throughs and customize the look of your emails with your own artwork.

DropBox. Tired of losing flash drives or leaving them at home? DropBox is one of the original cloud storage applications. Once you’ve set it up on your computer, tablet or smartphone, you just drag and drop documents and files to share across platforms. You can also allow others to access your DropBox files.

Evernote. Another cloud-based app, Evernote helps you organize and share all of the snippets and scraps of information you collect, from to-do lists and notes to photos, scans and documents. Regardless of what it is, you can use Evernote to capture it, share it and make it searchable.

Jay Morris is president of Jay Morris Communications LLC, an independent PR and marketing firm in Alexandria, Va. He serves on the PRSA-NCC and IPRA boards and blogs at waywardjourney.com, where a version of this post originally appeared.

Cutting through Cross-Border Communications Chaos

Conducting PR in another country can be daunting initially, but ultimately can be an eye-opening experience that opens up new communications possibilities and paves the way toward making inroads into a new market, among new target audiences.

Engagement in foreign markets does not have to be through trial and error, but rather a thoughtful and deliberate process that will move you closer to your communication goals.

Before launching your campaign, you may want to keep a few considerations in mind.
Know that you know nothing. If you have any assumptions, drop them now.

First, recognize the profound differences that can arise out of cultural norms. Read in-country newspapers and trade magazines that are relevant for you, and tap into social media networks. The important thing is to listen, and try to understand before jumping to conclusions. If feasible, consider hiring a consultant to do a one-day workshop focused on understanding a particular culture, and learn the appropriate business etiquette before entering a new market.

The rules of the road for media may be completely different, so it is important to ask basic questions regarding their timelines, preferences for being conducted by foreign companies/firms, interview best practices, and appropriate follow up mechanisms.

Special considerations should be made surrounding events, based on cultural norms. Determine whether media events should be small and intimate, or large and formal. Find out if media generally want to hear from speakers first, then ask questions, or submit questions in advance, or be given accompanying written materials. The more questions, the more successful you will be. In addition, translations can be difficult based on different dialects, it is important to tailor your communications to your target audiences based on their specific needs and preferences.

Be prepared for anything at events, since accommodation is key. Undoubtedly, there will be issues arise that you could not have possibly prepared for, and would not be an issue in the U.S. Make sure your entire team knows in advance that in person activities and events can be challenging, and be prepared to problem solve at a moment’s notice.

One of the most important decisions you will make is hiring a public relations firm that can provide good counsel and on-the-ground support and outreach. The best and easiest approach may be asking for recommendations to folks you trust in your network, and go one step further and research these firms online to make sure that they might be a good fit. Keep in mind that rates may vary significantly, so you may want to ask others about their experience and what they feel is appropriate based on the scope of the project.

Perhaps the most important consideration is rapport with an account team, since it could take time to understand the cultural and business norms in a given country and good communication will be paramount. During the search process, it is critical to be very clear on needs and goals and narrowly define what you are looking for in an agency.

Then pay close attention to their response to make sure that they genuinely listened and tried to deliver exactly as you requested.

Once you’ve selected an agency, show examples of previous communication plans, progress reports, team updates, coverage reports and final evaluation documents that will give the agency a frame of reference for project expectations and successful approaches that you prefer.

Throughout your interaction with the firm on the project, check your assumptions and ask basic questions. If possible, start with small projects to experiment a bit and determine what works and what does not work before taking on bigger initiatives. This could save significant time and resources down the road, and shift your long-term approach to planning.

Also, ensure that communication processes and expectations are clearly outlined for the agency – schedule a regular team update call and arrange to receive updates from the agency via email. Ask the agency to take notes during each conference call and provide via email.

Regardless of the scope of your project, it is always advisable to have a crisis communications plan in place. Adapt the plan based on the particular country and any special considerations and make sure everyone is aware of the plan, and knows where to access the plan and activate at a moment’s notice. Again, ask the agency for guidance on cultural considerations and norms within specific countries.

Finally, close the loop and share all results with your broader project team, and interpret the true value of your program. Share success with the agency, and communicate their role to the larger team as well. It also may be a good idea to point out opportunities that you may have identified along the way, and suggestions for moving forward.

Communicating the outcomes of your program will demonstrate the value of good PR and a strong team.

___
Tracy Cooley, APR is Senior Director of Communications at the Washington, DC-based Biotechnology Industry Organization. BIO hosts the BIO Convention in China and the BIO India International Conference, in addition to engaging in policy and advocacy activities and initiatives around the world.

State of the Black Press

George Curry, Journalist, Keynote Speaker & Media Coach introduces panelists.

George Curry, Journalist, Keynote Speaker & Media Coach introduces panelists.

Last Friday, I attended The State of the Black Press Luncheon and Rountable event in collaboration with Black Press Week 2013. The week’s event was hosted by the National Newspapers Publishers Association (NNPA) and the panel included advocates of black media, activists and former journalists. I was in a room full of seasoned journalists, including publishers of black-owned newspapers, black photographers and local communicators. The luncheon kicked off with a delicious meal and good table conversation. As the moderator hit the podium, the discussion was on and we, the audience, were left to help solve the problem. What is left of the black press?

Moderator George Curry, Journalist, informed the panel that he wanted short but straight to the point answers. Meaning, he didn’t want a fluffy headline or some unknown jargon that would leave the crowd confused. He wanted simple answers.

The panel included: Dr. Ben Chavis, Co-founder/President & CEO of the Hip-Hop Summit Action Network; Kevin Lewis, Director of African American Media for the White House Communications Office; Charles Ogletree, Professor of Law at Harvard Law School; Jineea Butler, Founder of the Social Services of Hip Hop and the Hip Hop Union. All agreed that the black press will and could only stay relevant if the community demands it. I could understand that. I think to my own daily reading. I hardly ever include black-owned publications for my news; I rely on mainstream media to provide me the good, the bad and the ugly of what’s going on in my community. As an African American Public Relations professional, I have to do better at my own job when pitching media. It’s rare that I consider the black media when brainstorming possible media outlets. It’s not that I don’t think it’s relevant to the black press, maybe I’m like others who have perhaps just forgotten about the black press.

Through the luncheon, the panelists continued to make an argument that the black press also has a job to do. With new technology, they have a duty to stay current. I would agree with that. Also, the panelists pointed back to the audience, to take the charge that we make the black press more inclusive.

So do we still need the black press? Of course we do. The panelists would agree. I came across an article on Huffington Post that said today’s black press provides a valuable service to a community that continues to be underserved by the mainstream media, Could this be true, again, how could I possibly forget?

The next day, I wrote a note to my boss stating, I need to do more pitching to black press and he supported that decision. The black press is here to stay!

About The Author

Tiffany Young is the manager of public relations for American Public University System. She has more than seven years of experience in media relations, event management, and public relations. She earned a certificate in Public Relations from the University of Virginia School of Continuing and Professional Studies and received a B.A. in Mass Communications from Virginia State University.