Category Archives: Professional Development Programs

Recap of October 25 Workshop: Driving Your Social Media Strategy

To summarize the event in one sentence: when in doubt with your social media strategy, create a pyramid and canvas. You’re probably thinking, what does the nutrition chart have to do with social media? You need to talk to Social Driver. Why? Because sometimes drawing your work is fun. And even if it’s not, it helps us to visually conceptualize our approach to social media.

Social Driver, a D.C. digital agency, presented Driving Your Social Media Strategy, the first event of the Social Media Boot Camp Series on developing an “owned media” strategy. The event included two visuals that helped attendees plot their social media roadmap. The first visual represents a pyramid, ranging from inner circle to unconnected, and unconnected being the largest audience.

The visual is good to help serve as a guide, since often times we really miss out on conversations with people that we should be talking with. Using this approach, we will be able to cut down the number of contacts we’re monitoring and add value in additional conversations with those people.

Along with the pyramid, attendees explored the social strategy canvas. It has four recurrent areas, listening, talking, sharing, and engaging. The canvas areas,when used simultaneously, help expand and assess your current digital strategy. The listening and talking approach builds an organization-centric roadmap. What else you ask? The talking and sharing areas help segment communication to empower and grow your audience. In the engaging and listening areas, plan how to strengthen relationships and nurture your dedicated audience. Then lather, rinse and repeat.

More importantly talk to people, people. If you solely send out links to your website and do not engage; it’s like walking into a networking event, silently passing out your business cards and walking out. This was among Social Driver’s many insightful analogies.

Recognizably, we had an action-packed agenda for the first event, and what came from Social Drivers’ Managing Director Anthony Shop (@afshop) and CTO Thomas Sanchez (@thomassanchez) was amazing. The moderator and PRSA-NCC Past President, Jeff Ghannam (@Ghannam4) of Crystal Communications & Marketing, LLC did a great job driving the discussion.

Stay tuned for more social media goodness over the next few events. Better yet, join the action and register.

By Lauren Schultz, PRONet Committee. Co-Chair. Lauren is a Buckeye transplant in DC. She loves books, dogs, yoga & all things digital. For work, she is a Project Coordinator at the Association for Career and Technical Education. Say Hello at @lashleyschultz

How “The Avengers” Boosts PR Results

By Michael Smart (MichaelSMARTPR)

I will be sharing a bunch of media pitching tips and techniques during the Nov. 2 seminar for PRSA-NCC. I’d like to share one in advance.

I’m big on using pop culture to land positive placements. Here’s an example….

A sober and geeky disaster analysis company landed several dozen media placements, including Bloomberg, the Guardian, and Gizmodo, with one connection to the movie “The Avengers.”

The analysts worked up an estimate for how much it would cost to repair damage to Manhattan caused in the film’s climactic scene. The answer ($160 billion) is beside the point – isn’t the idea alone a great way to naturally create a story journalists and bloggers would love to tell?

Keep in mind, I’m not talking about merely offering your experts as sources for ongoing news. That’s working great for prominent divorce attorneys in the wake of the latest celebrity breakup, but is not a surefire way to ensure you are a part of the resulting stories.

Kinetic Analysis Corp got loads of free publicity — that is on-message for them – by delivering a value-add to journalists and bloggers already looking for new angles on the year’s top film. Instead of offering themselves as one source among many who could comment on a given natural disaster, they produced a deliverable that required mentioning them in any resulting story.

So next time you’re chatting with your friends about a pop culture phenomenon, take a few minutes and brainstorm any potential ties your organization might have.

Not just what you can SAY about it, but what you can DO about it.

You might surprise yourself and end up with the next media relations blockbuster.

To register for “Perfect Pitching: Winning over Journalists and Bloggers in the New Media Landscape,” click here.

Michael Smart, principal of MichaelSMARTPR, has been landing top-tier coverage for 14 years. He’s also trained more than 3,000 communicators across the globe how to boost their media and blog placements, including pros from Allstate, Disney, Verizon, Edelman, Fleishman-Hilliard, the EPA, a U.S. Senator’s office and many other companies, associations, and non-profits, large and small. Michael has twice been a top-rated presenter at the PRSA International Conference, and he partners with PRSA to offer daylong pitching workshops and national webinars on the topic.

How to become a successful PR consultant

Speaking on the IPRA panel (l-r) were Robert Deigh, Vicki Robb, Sheri Singer and Shawn Flaherty.

By Jay Morris

We all dream of being our own boss, having flexible hours and choosing the clients we want to work for. But what’s it really like to leave the security of a full-time job and start your own firm, especially in this economy?

Last month, four of D.C.’s top independent communicators gave an insider’s view of how they became successful PR consultants at a workshop sponsored by PRSA-NCC and the Independent Public Relations Alliance (IPRA).

Shawn Flaherty, president of Creative Strategies Public Relations, suggested that “it takes a leap of faith” tempered with a lot of planning to step out on your own. Flaherty is this year’s IPRA chair and made a case for tapping the expertise of her group before hanging out your shingle.

She also recommended getting advice from a local Small Business Development Center and trying to get a head start before you leave your employer such as pre-booking business, designing a logo and business cards, building a website and creating a database of contacts.

Sheri Singer, president of Singer Communications, gave some “nuts and bolts” advice on what it takes to fly solo. Using the acronym “START,” she advised that would-be indies need to have: Skills, Timing, Administration, Referrals and Tenacity.

Singer’s experience includes a stint at Ketchum PR, where she learned how to write proposals, make pitches and create timelines and communications plans—valuable experience that she says independents need to know in order to get business.

Other “musts” for independents, according to Singer, include good networking, marketing and time management skills, an understanding of contracts and pricing, business planning, bookkeeping, taxes and licensing.

Vicki Robb, APR, president of Vicki Robb Communications, has been independent since working in the Carter White House. Another long-time independent, Robert Deigh, principal of RDC Communication/PR, LLC, has extensive corporate communications, journalism and public affairs experience. Both talked about dealing with uncertainty and maintained that independents do well in a down economy.

Deigh noted that he has never been laid off as a PR consultant. He always has business coming in and has other clients he can fall back on if he loses one. Robb talked about reinventing herself in order to stay ahead of the curve. As she put it, “There are times when I’ve been under-employed and over-employed, but I’ve never been unemployed.”

Robb also described the various business models independent consultants use when working with clients. Solo practitioners, by partnering or subcontracting with other PR pros, designers, photographers and printers, can create a “virtual agency” every bit as effective as a traditional PR agency, she said.

Robb also suggested that beginning independents may want to consider taking on assignments from large PR firms or doing temporary in-house stints at trade associations or corporations.

Deigh said he believes marketing is also very important for indies. He’s created a monthly e-newsletter that he sends to clients and subscribers via ConstantContact. He also is the author of a PR primer for businesses called “How Come No One Knows About Us?” And he’s a big fan of networking groups like BNI and local Chambers of Commerce.

Robb added that solo practitioners need to spend at least two hours a week on prospecting. She recounted her early days when she forced herself to cold-call a list of prospects every morning in order to get new business.


Other valuable tips from the panel

Pricing – IPRA surveys show that those just beginning their own practice charge about $100 an hour, while those with three-10 years of experience are in the $150 range. At the extreme of the spectrum are those charging $50 and those charging $250.

Office space – Many independents work out of their home. It saves on rent and commuting time. However, if you do go that route, make sure you have a separate space that is truly your “corporate headquarters,” preferably away from interruptions.

Incorporating – It is not necessary to be incorporated, and panelists differed on the legal advantages to doing so or whether an attorney is necessary to incorporate. Regardless of whether you incorporate, you must have the appropriate licenses and pay estimated taxes and Social Security.

Budgeting – It’s important to have a cushion to fall back on as you get started, whether that’s personal savings or a spouse’s income. Also, make sure you are able to get health insurance if you are not covered on someone else’s plan.

Emotional rollercoaster – Be prepared for the inevitable ups and downs that come with starting your own business. There will be times of panic and anxiety, but also times of excitement and exhilaration. Enjoy the ride!

Jay Morris is president of Jay Morris Communications LLC in Alexandria, Va. He is on the PRSA-NCC Board and can be reached at jmorris@jmcomllc.com.

Don’t Be Afraid to Experiment in Social Media

By Debbie Friez

BurrellsLuce and Capitol Communicator

The only way to succeed in social media is to experiment a LOT! One out of 10 tries will be successful and two-three will be somewhat successful says Garrett Graff, Editor-in-Chief, Washingtonian. A panel speaking at the National Capital Chapter of the Public Relations Society of America at the Hamilton, Washington, D.C. on Sept. 18 confirmed his statement. All the panelists look for ways to communicate the experience, especially in relation to food.
Carlisle Campbell, Vice President, Ketchum, speaking about the Thoth Award winning Double Tree by Hilton Cookie CAREavan Across America campaign, said they focused on three key ways to connect to the public: a cookie confessional (video of consumers discussing cookie or Double Tree experiences), swarm car (a Twitter contest for an office cookie party) and an online sweepstakes. The swarm car originally left executives nervous, but eventually showed to provide additional opportunities – like when the Atlanta Associated Press office won, and tweeted their happiness.

With the implementation of the Facebook timeline, Vanessa French, Co-Founder, Pivot Point Communications, advocates using a lot of pictures. She also said Facebook users do not like shortened links, unless they are coming from an established media company. Speaking of pictures, everyone agreed “food porn” is irresistible to the consumer. People love to post food pictures, so organizations should take the lead and post photos to their media properties.

French advocated outreach to local bloggers about events, which she finds can often lead to their blogs becoming testimonials. But, as with all campaigns, the key is to knowing what platforms your audience is using. In reviewing Facebook and Twitter, Graff commented Facebook is for following friends who are strangers and Twitter is for following strangers who are friends.

Amy McKeever, Editor, EaterDC says she stays in-touch with many smaller restaurants through Facebook and Twitter, and she finds Twitter to be a good way to gather news. She doesn’t post news to social media until it is posted to Eater, because her goal is to drive traffic to her site.
Campbell says the debate over creating a website versus a Facebook page is often discussed in their office. Many of his younger colleagues advocate for the Facebook page. French says if you do choose a website, be sure to advocate for a blog, which will help with SEO.

The panel considers Pinterest the new bright shiny tool, and brands need to evaluate it for usefulness for their campaigns. Graff says it is especially useful if you are targeting young women looking to get married, even if the wedding is not imminent. French commented on several non-profits, like the World Wildlife Federation, using it successfully. She also said many men are on Pinterest talking about technology.

An audience member wanted to know if the panelists are using QR codes? French said she pitches them to clients, but they are often not included in the final campaign. Graff feels we are at a low point for QR codes, right now. They are not easy to use, so he says a simple link works just as well. But, he thinks a more advanced universal QR code might be on the horizon?

Debbie Friez can be reached at dfriez@BurrellesLuce.com.

Relationship building 101 meets 20+ LeaderPack

Much has been written about the value of good, old-fashioned, face-to-face human interaction, especially as online communication has become increasingly abbreviated, fleeting and impersonal.

In his best-selling book, “Never Eat Alone,” Keith Ferrazzi makes the case for genuine, in-person relationship building. And sociologist Ray Oldenburg has written about the human need for a “third place” that is not your home or your workplace (such as a café, bookstore or hair salon) where people can interact, collaborate, exchange ideas and just plain hang out.

Why do I bring this up? Because on April 24, PRSA-NCC launched a quarterly luncheon program for senior communicators called “20+ LeaderPack” that in my humble opinion meets all of the criteria for the kind of interaction that Ferrazzi and Oldenburg have called for.

As Jeff Ghannam—the organizer of last week’s inaugural luncheon at Carmine’s—noted in his post “Senior Moments to Come,” the goal of this new program is to provide a forum for senior-level professionals to interact and support each other and jointly address common challenges and concerns.

In his welcoming remarks, Jeff said he felt senior communicators have graduated beyond networking and seek venues where they can build relationships and share ideas. Although the 20+ luncheons will have speakers, the presentations are not the focus. The presenters will act instead as facilitators so that the group can tap into the experiences and resources the attendees themselves bring to the table.

Perhaps fully half of the 25 communicators who attended last week—many of them leading practitioners here in D.C.—are independents or head a PR firm. Others have changed jobs or made substantial career moves. That made guest speaker Kristi Hedges’ talk all the more relevant. Hedges, now a leadership coach, described the various “pivots” in her career from political campaign worker to journalist, PR agency head and, more recently, book author.

Hedges’ message of authentic communication and intentionality (her book is called “The Power of Presence”) seemed to resonate. She talked about how we tend to be “too busy to figure out what our true passion is” and need to “give ourselves the time and space to try new things.” Hedges said it begins with “just being honest with yourself” and finding a style of communication that aligns with your values.

I especially liked the family-style seating and service at Carmine’s, which facilitated our sharing and conversing. Long frustrated by standup receptions where you try to juggle a drink, a plate of food and still shake someone’s hand, it was a relief to sit down and have a pleasant, extended conversation with the colleagues who sat next to me.

At my end of the table, we talked about our own career changes, the pros and cons of solo practice and projects we’ve been working on. Everyone was engaged, BlackBerries and iPhones were turned off and the discussion lasted longer than a 140-character tweet. Now that’s relationship building!

Look for details about future 20+ events on this blog and in PRSA-NCC mailings.

By Jay Morris

Jay Morris serves on the PRSA-NCC Board and is president of Jay Morris Communications LCC in Alexandria, Va.

Senior Moments to Come

No, not those kinds of senior moments. We’re talking about productive moments that senior PR people will have in the near future because of a new program rolled out by the National Capital Chapter (NCC).

NCC has rolled out a new program that addresses a long running challenge to provide programming for its more senior members.

The “20+ LeaderPack” will start by offering quarterly luncheons for members with more than 20 years of experience. The first luncheon, titled “20 Years On: Re-Igniting Your Passion for Public Relations,” will be held April 24 at Carmine’s Restaurant. Event details are available at http://www.prsa-ncc.org/20-years-re-igniting-your-passion-public-relations.

The goal of the program is to provide a forum for senior level professionals to interact and support each other and jointly address common challenges and concerns. Although the luncheons will have speakers, the presentations are not the focus. The presenters will be setting the stage for discussion and acting as facilitators so that the group can tap into the resource that is represented by the attendees themselves.

The last chapter survey conducted in 2010 showed that there’s a marked disparity in the membership’s experience levels; 33 percent of the membership has less than five years of experience while 35 percent have been in the PR profession for more than 20 years.

The survey indicated that satisfaction levels from the new professionals with NCC programs are off the charts. And satisfaction by the senior members? Well, not so much.

Frankly, more experienced members have information needs that are more specific and difficult to meet. For example, the April 24 lunch will be a discussion, led by leadership coach and author Kristi Hedges, on “how PR leaders can grow beyond strategic plans and implementation to grow professionally and fulfill leadership aspirations and executive roles.” That’s not that the kind of programming you’ll typically find offered by NCC or many other similar organizations.

So if you’ve been around the block a couple of times, join us for the luncheon on April 24 and help us shape the program for that day and as it goes forward. We will be asking for input on future discussion points, meeting times and locations, meeting formats, etc.

By Jeff Ghannam

Jeff Ghannam was the 2010 president of the PRSA National Capital Chapter. He is president of Crystal Communications & Marketing, LLC.

Harnessing the Power of Business Coaching

Even successful executives need help finding their way to achieving more, and a business coach works with them to find the solution(s) for themselves. This was part of the discussion at the April 10 National Capital Chapter of the Public Relations Society of America’s (PRSA-NCC) panel focused on business coaching and how it can help communicators.

Kate Perrin, CEO, Professional Solutions, LLC, moderated the panel, which included Alan Cohen, business coach and author of the new book, Those Difficult Talks for PR Pros, and Debbi Jarvis, vice president, corporate citizenship and social responsibility Pepco and president, IABC/DC Metro.

A coach is not a consultant or a therapist says Cohen. A coach doesn’t offer advice, but helps the client find answers themselves. He also works with a lot of teams to help them deal with stress and open the lines of communication.

Jarvis found coaching helpful, by giving her a great impartial listener, who asked the right questions.

Coaching helped her gain the confidence to make a career change. She said she only spoke to her coach via telephone, and found it helpful to have the added impartiality of a voice-only correspondence.

Cohen says he is often brought-in to improve the communications of the team. A majority of his PR clients want help dealing with:

  • The incredible volume of work they must do on a daily basis.
  • Not having enough time.
  • Help delegating.
  • Maneuvering around work politics.
  • Thinking more like owners, not renters.

The panelists and several audience participants agreed coaching is extremely beneficial for junior employees, but very few employers will invest in coaching for them. Cohen suggested finding new coaches, who would like to gain experience and utilizing group coaching to help cut costs.

When looking for a business coach, be sure to ask for references and look at their accreditations and certifications. There are different levels of certification for the number of hours they’ve practiced. Most coaches will work with a client for a minimum of three months. Cohen says he looks forward to the end of working with a particular client, because that means there has been success.

What were your favorite take-aways from this professional development session? Do you have a coaching experience you can share?

By Debbie Friez, BurrellesLuce

PRSA-NCC Gets Sporty

Miss our professional development workshop on Tuesday, February 14, “What Sports Team Communicators Can Teach Us”?  Don’t worry, you can check out event recaps and photos here…

Tuning In

Capitol Communicator

If you attended the event, feel free to share the key takeaways you learned from the event.