You attained accreditation! Now what? Build your network

new-member-lunch

Susan Apgood, APR; Robert Krueger; Sultana Ali, APR; Suzanne Ross, APR, Chair APR Committee; Samantha Villegas, APR.

Recently a colleague and APR panelist with the National Capital Chapter of PRSA Pat Van Nelson wrote an article on LinkedIn (https://www.linkedin.com/pulse/open-letter-boomers-thanksgiving-pat-van-nelson?trk=hp-feed-article-title-publish) sharing her experiences during a job search. She urged professionals to remain diligent in building and maintaining a professional network throughout their careers.

Pat and others like her tell us a professional network is not only a key component of a career crisis management plan, but a resource to gain insights into an industry, referrals for a project and guidance about a specific career path or challenge. The plan isn’t formed on the day you learned your employer was downsizing, the day your partner pursued a job in a different state or the day you achieved your APR. It’s a plan that requires strategic thought, curiosity, risk, accountability and sustained commitment to the changes you want to make throughout your career and life.

As Stephen Dupont, APR, said in his blog, “We are all in the relationships business…sharing what we know, and witnessing the journeys of others is the first step in building a lifetime of fruitful relationships.”

One step you can take in building a relationship network is to serve on an APR panel presentation review. You don’t have to join the APR committee, simply volunteer your skills and expertise for a specific activity. At our National Capital Chapter, APRs volunteer to teach one of six Knowledge, Skills, and Abilities in Jump-start introductory courses. In addition, they lead facilitated study events that “drill-down” into key KSA content, and participate in meet-ups such as the new member lunch Dec. 1, to share experiences and career insights.

Often, APRs are connectors helping those who seek career guidance to meet specialists for information interviews. Additional opportunities to begin or join a conversation include sharing your thoughts through publications such as PRsay, and platforms such as the chapter blog https://theprsanccblog.com or the LinkedIn APR Group and Twitter feed: https://twitter.com/PRaccred, @PRSA_NCC, #PRSAchat, #ItTakesAPRo.

As you contemplate New Year’s resolutions for 2017, add “relationship network” to the top of your career plan goal. At the National Capital Chapter, we’re here to help you get started.

Written and compiled by Suzanne Ross

PRSA-NCC Members Experience VIP Tour of Pentagon’s Press Operations

By Bonnie Piper, co-chair of the Public Affairs Committee

img_1787Twenty chapter members had the privilege of an all-access behind the scenes tour of the press operations at Pentagon, the headquarters of the Department of Defense. PRSA-NCC member Patrick L. Evans, Defense Department Spokesperson for the office of the Secretary of Defense led the VIP tour.

Reporters know the Pentagon as a “shoe-leather beat” because you walk everywhere in the Pentagon.That walking exercise translates to covering corridors that total 17.5 miles and a building footprint as large as 34 acres.

Navy Captain Jeff Davis, Director of the DOD Press Office introduced the PRSA-NCC members to the DOD Press Briefing Room. So much is going on in the Pentagon that there is a resident press crew of 40 different bureaus plus an additional 250 credentialed reporters who cover the Pentagon and military issues. He estimates the DOD press office is the most accessible office than any other Executive Branch agency.

img_1797Social media has stepped up the pace of reporting – a tweet drives news, and it’s hard to prove the negative. His deputy director, Tara Rigler, described a typical day for a DOD press officer that begins at 5:00 am by reviewing email news service (from bases around the world), then contacting various DOD offices at the Pentagon or abroad to clarify information and then develop talking points. There are 25 press officers who cover a broad spectrum of knowledge and each has continuity with one account. In addition, there is an Office of Digital News headed by a political appointee.
The DOD Press office is a very different place since 9/11. Before 9/11, the Pentagon was downsizing, there was no digital media, no social media, no Facebook, and cell phones were new. The press office had more control – reporters had to come into the Pentagon to get news. Since 9/11, everyone now has cell phones and Facebook pages and people share news; social media has changed everything.

Is everything on the record? There are ground rules that must be followed, to include giving background for context or to help a reporter understand a technical point. After the tour, the group moved on to Sine Irish Pub and Restaurant for happy hour.

The event was organized by Bonnie Piper and John Scally of the Public Affairs and Government committee.

How You Can Achieve With Your Communications Campaign by Adopting the PESO Model

By Ailis Wolf

peso

From left to right: Tyler Suiters, Tara Dunion, Robert Krueger, Dan Higgins, and Sultana Ali.

PR professionals have long seen the need to develop skills traditionally part of the marketing and advertising space. And all communications professionals have been aware of the power of integrating social media as part of a good communications plan.

On Thursday, Oct. 20, PRSA-NCC’s Professional Development Committee hosted, “The PESO Model: Success Requires Communicators Now Adopt a Paid, Earned, Shared & Owned Strategy.” Moderated by the Urban Land Institute’s Robert Krueger, panelists Dan Higgins, director of social and content marketing for the PlowShare Group, Tara Dunion, director of media relations for AARP and the AARP Foundation, and Tyler Suiters, vice president of communications for the Consumer Technology Association discussed how using the PESO model has allowed them to achieve high-impact results for their organizations and clients.

Dunion started by sharing a recent challenge the AARP Foundation faced – recruiting enough volunteers to pack 1.5 million meals for needy seniors across the Washington, D.C. region in one day and obtaining media and social media coverage of the event. They focused paid efforts on volunteer recruitment and included a bus wrap, ads on Pandora and some other social media, and a paid media partnership with NBC4. The media partnership with NBC4 included a social media takeover and, although paid partnerships don’t promise media coverage, this one generated earned coverage on NBC4. A story also ran on the front page of the Metro section of The Washington Post and Lindsey Mastis from ABC7 also did a Facebook Live at the event. The social media promotion ended up helping them reach 3.17 million people and meet their goal of 1.5 million meals for needy seniors.

Higgins presented next and first introduced the five principles everyone needs to keep in mind when employing a PESO strategy –

  • Attention economy – Audience attention is scarce, since people have so many choices about what and how they consume information. Individuals determine what they want to see based on ease of use and we need to keep that in mind.
  • Data – PR professionals may not need to do a deep dive but do need to know the basics about how to attribute campaign success with data.
  • Audience at scale – Know how to reach your audience with paid media – targeting is key.
  • Fragmentation versus convergence – Although there is a fragmentation of media sources, there has also been a convergence. You can put information out on various social media platforms and pitch to traditional media and it can be complementary.
  • Evolved content system – Keep in mind you want your content to last longer to be seen by more people. Users come to content from various sources so look at how to optimize everything, from content on your own website to ads you place elsewhere to social media, to keep users in contact with your content longer.

Suiters said there are three questions you should always ask before engagement to guide your strategy:

  • Who’s your audience?
  • What’s your narrative?
  • Which is your platform?

At CTA, Suiters said they start by doing a deep dive into the data to understand their audience. They look at demographic data to determine what platform is best to reach the audience they are targeting and consider who is most likely to take action, if that is part of their campaign. For a ports campaign encouraging supporters to write their elected officials, CTA pulled news stories about a slowdown at West Coast ports and assembled them into a video, which they pushed out on social media. They ended up with 3,000 messages being sent to 100 senators, 424 representatives and 900+ emails going to the White House.

A key takeaway from the Q&A that followed backed up what Suiters said about understanding your audience being the first thing to do when planning a communications strategy. Higgins stated it’s about getting to the right people at the right time but it’s also about considering all of the platforms and whether your audience uses them and how they interact with each. Suiters told the audience to make it as easy as possible for the audience to get to your content, stay with it, and share it.

Krueger asked the panelists how to convince nonprofits to put money towards campaigns when there are limited resources, even if you are operating within one. Dunion responded by suggesting minimum funding towards the right paid tactics with proper targeting can go a long way, particularly in the crowded marketplace of social media. Suiters suggested using data to show how a particular strategy or tactic can deliver results for the audience you want to reach.

For details on upcoming PRSA-NCC events, visit www.prsa-ncc.org/events.

Know Your Audience, Understand Your Brand’s Voice, and When to Report ROI

By Simran Kumar, News Generation, Inc.

brand1

From L–R: Emily Zeigenfuse, Josh Habursky and Mike Fulton

On Thursday, September 15, PRSA-NCC’s Professional Development committee hosted “Social Media: Staying on Message and on Brand.” Moderated by the Asher Agency’s Mike Fulton, with panelists Josh Habursky, Director of Advocacy, Independent Community Bankers of America, and Emily Zeigenfuse, Senior Digital Strategist, Hager Sharp, the discussion focused around the changing social media landscape. Habursky and Zeigenfuse offered tips on how to stay on brand and maximize budgets while researching audiences on the appropriate social media platform.

Habursky started the discussion by emphasizing the importance of understanding the brand’s voice and message. Zeigenfuse continued by encouraging PR pros to be sure to craft messaging that resonates with the desired target audience. She also talked about creating content that is unique to each channel and understanding who is using which channel.

brand2When it comes to staying “on brand,” Habursky said it’s necessary to know what a brand’s “untouchables” are. For example, the McDonald’s arches are signature to the McDonald’s brand. As communications professionals, it would be unreasonable to try to change something so iconic. According to Zeigenfuse, it’s important to go back to basics, and understand what a brand or client’s end goals are in terms of social media campaigns and then work backward to meet them.

For all social media campaigns, the ability to show ROI to management is key. Habursky talked about being sure to show tangible results. Zeigenfuse echoed Habursky, and said the ideal measure of success depends on a client and their end goals. As for how often to report results, both Habursky and Zeigenfuse said it depends on whether a campaign is paid or unpaid, and that when it’s a paid campaign, it’s often necessary to report more often to determine if messaging should be changed.

brand3If you’re struggling to convince senior management to pursue a social media strategy, Habursky stressed the importance of having an advocate within your organization that’s going to be first follower. Zeigenfuse also talked about being able to show senior leadership why it’s important to have a presence on social media. When collaborating with digital influencers, Zeigenfuse talked about the importance of trying to work with someone who is passionate about the specific organization’s cause. Haburksy stressed the importance of building a relationship and showing an influencer the value of getting involved with the organization.

As for future social media changes, Haburksy said he’s recently looked at what presidential candidates are doing as they usually use innovative techniques. For Zeigenfuse, one of the next big changes will be related to content publishing.

The lively discussion with Habursky and Zeingenfuse offered the audience takeaways for staying on message and on brand on social media and tips for keeping up with changing trends in the industry.

For details on upcoming PRSA-NCC events, visit www.prsa-ncc.org/events.

PRSA-NCC Board Members Meet with Communications Leaders from North Africa and Middle East about Social Media Uses

By Stacy Hope

Image courtesy Luke Price/Flickr Creative Commons

Image courtesy Luke Price/Flickr Creative Commons

Three PRSA National Capital Chapter (PRSA-NCC) Board members recently met with social media and digital communications leaders from business and media sectors in North Africa and the Middle East to introduce them to the PRSA National Capital Chapter and discuss how nonprofits, advocacy organizations, and government agency public relations professionals in the United States use social media to connect with key constituencies.

PRSA-NCC President Sultana Ali, President-Elect Laura Bynum, and Board Member and International Committee Chair Stacy Hope joined participants in the Department of State’s International Visitor Leadership Program (IVLP) for a 90-minute discussion that ranged from the early days of Facebook to PRSA’s accreditation programs to client-agency relations.

IVLP, the State Department’s premier professional exchange program, organizes short-term visits to the United States for current and emerging foreign leaders in a broad range of fields. IVLP alumni include more than 335 current or former Chiefs of State or Heads of Government.

Hailing from Algeria, Egypt, Jordan, Kuwait, Morocco, Saudi Arabia, and Tunisia, the IVLP participants were particularly interested in learning more about networking and public relations professional development opportunities provided by PRSA, as well as the ethical obligations of public relations professionals in the United States.

One of the visitors communicated with the group that a U.S. communications firm had agreed to represent the government of Egypt – a country currently ranked as “Not Free” by Freedom House. (Note: The firm in question had been hired by the Egyptian government following the 2013 coup to provide public diplomacy, strategic communications counsel, and government relations services.)

The PRSA leaders explained that based on the American rights of free speech and expression, foreign governments are welcome to seek representation by U.S. public relations professionals, regardless of the political disposition of the government (barring sanctions). They also discussed the difference between lobbying and PR, which are two distinct professions, each with its own code of ethics. For instance: The PRSA code of ethics states states that we as PR professionals “serve the public interest by acting as responsible advocates for those we represent.”

The IVLP participants were also very interested in how social media is used and the PRSA panelists provided case studies of how social media can make a difference in augmenting or promoting a brand in the U.S., citing examples such as Oreo’s “You can still dunk in the dark” tweet when the lights went out during the Superbowl in 2013. It was a robust discussion that reminded all in the room that we have more similarities than differences, and communication continues to be an important skill regardless of the country where you reside. PR professionals play a critical role in conversations and through media that shape the world in which we live.

The Meaning Behind Words: Bates Delivers an Acclaimed Workshop for More Powerful Writing

by Alex Hopkins, Communications Associate, Union Plus

Don Bates at Writing Workshop; Photo credit Danielle Heiny/@DanielleHeiny

Don Bates at Writing Workshop; Photo credit Danielle Heiny/@DanielleHeiny

As communicators, we may take for granted that digital communications has quickly become an integral part of the global infrastructure. When our blogs, press releases, and other writing materials appear on the internet, our words contribute to a make-or-break digital paper trail that not only raises awareness of our employer’s image, but also of our own personal brand. Words thus have more power than ever to become motivators for a vast audience to think and act according to our employer’s communications agenda. For many years, this is what veteran public relations expert Don Bates has taught to communicators both in D.C. and New York City.

On August 18, Bates delivered his popular workshop “Write More Powerfully & Strategically for Public Relations & Public Affairs Purposes in Social and Traditional Media” at Hager Sharp. With over 30 participants, the all-day event gave practitioners the opportunity to form meaningful relationships and work together to turn average written pieces into perfectly-polished prose. Throughout the workshop, participants learned that their teamwork reflected Bates’ observation that communicators should be marshaling their audience to work together to discern and accomplish common goals.

Bates was also joined by Anthony Shop, the Co-Founder and Chief Strategy Officer of Social Driver, a digital marketing agency based in D.C. In a departure from the traditional top-down marketing approach of the past, Shop observed in his well-regarded presentation that “social media democratizes information — even if there is a lot of ‘noise.’” Using the analogy of a lightning strike, Shop said that, although marketers may only see lightning coming top-down, the energy sparks actually come from the ground — much like how audiences are increasingly calling the shots in a bottom-up marketing approach. With the ability of just about anyone to become a digital communicator, Shop taught participants that, because there is more feedback than ever from targeted audiences, communicators must use increasingly-original techniques to raise brand awareness amidst the marketing storm of “noise” around them.

By the end of the day, participants received a treasure-trove of Bates’ knowledge in the form of 100+ page binder that they could took back to work with them. What the participants learned from the event reflected the universal acclaim of the exercises and presentations. Remarking on Bates’ insistence on concise writing, one participant said, “I’m going to challenge myself to write tweets that are less than 140 characters.” Another participant agreed, adding, “I’m going to think more of how I can work together with my audience before I write.”

Interested in the workshop? Bates and the PRSA-NCC will again host the workshop in December. To register, visit: https://www.prsa-ncc.org/write-more-powerfully-strategically-public-relations-public-affairs-purposes-traditional-and-social.

Michael Smart delivered a solid repeat performance on June 29 of his two half-day workshops: Pitching Bootcamp and Building Media Relationships

Session One – Pitching Bootcamp: by Ana Pinilla, BusinessWire

Michael SmartThe Morning Session “Pitching Bootcamp” started with Michael talking about the problems PR practitioners can encounter when pitching journalists and went on to offer his “pitching playbook” where he discussed several examples of how to do it right – starting off with turning a press release from boring to glowing – making it into something newsworthy that journalists will want to use as part of their reporting.  It’s also about finding the angle for the story – one that could be holiday or seasonally related, a story with human impact, or even proximity to where we live and work, as well as other ideas. Michael went on to discuss the anatomy of a perfect pitch that included appropriate phone and/or email introductions and how to deliver the story with speed and interest. But with all this being said, success also depends on knowing the journalists – what they write about and knowing their style. What was particularly helpful was that Michael provided audio and video examples of pitches – with lots of do’s and don’ts – that made it all so much easier and real to attendees.

 

Session Two – Going Beyond the Pitch: Why Relationship Building Matters: by , News Generation

Michael SmartAs PR pros, we know the importance of building and strengthening our relationships with reporters. This was the focus of PRSA-NCC’s recent series of workshops with media relations expert Michael Smart. During the workshops, Smart offered participants hands-on, practical tips and social media suggestions on how to engage and build relationships with members of the media.

The most important theme he stressed is that you must invest in your relationships with the media. Invest the time and brain space. It is a critical component of your job and helps us be more effective at what we do.

Also, pay attention to what journalists are covering. Engage with their material. Show them that you are following them, that you genuinely care about what they’re reporting. Doing so will help separate you from other PR pros. Learn their style and pitch them in a personal, customized way, and become a credible resource to journalists. When pitching, it’s equally important to show that that we’re respectful of a journalist’s time and deadlines.

(*re-published from News Generation: http://www.newsgeneration.com/2016/07/01/relationship-building-matters-michael-smart-prsa/)