ValueDrivenMedia

BE YOURSELF, LET GO OF THE FEAR & FIND THE FUNNY: Turning Online Connections into Real Life Relationships

noreply@blogger.com (ABOUT) — Tue, 24 Aug 2010 14:14:00 +0000

First we were schooled on how to interact in social situations. Then came Twitter, Facebook, blogs, et al. and it was all about proper “online engagement.” Gen Y, borne amidst the rise of instant communication technologies, are known for being “peer-oriented,” yet I’m continually struck by how uncomfortable people still are IRL situations. As Richard Laermer discusses in How to Fame, people become so used to interacting by email, IRL meetings have fallen by the wayside. “Getting to know someone in person inevitably adds a new dimension to the relationship – not only do you find out more about the other, but they get to know you … the real you.”

Shawn Westfall, Senior Copywriter with Proof Integrated Communications, but better known as the exclusive teacher of improv at the DC Improv for the past seven years, believes improvisational comedy can help to “break the ice” and make people feel more engaged in person. Having taken Shawn’s class, I experienced, first-hand the benefits of improv – both in my personal and professional life - and like Shawn, I, too, feel that improv “indulges our capacity for play” and opens us up to new experiences that can only be enjoyed in real life. Earlier this month, Shawn and his two-person improv troupe partner, Mikael Johnson, won the first annual Harrisburg Comedy Improv Throwdown, and after indulging in his trophy filled with Hershey’s Kisses™ he spent some time sharing his thoughts on making the most of our interaction with others.

Interview with Shawn Westfall

How many years have you been involved with Improv? How long have you been teaching?

I’ve been doing improv in an official capacity (i.e., as a member of improv troupes) for the last 16 years. Unofficially, I’ve been doing it practically all my life. I don’t think of improv as being anything other than indulging our capacity for play. It’s something we don’t have to be taught to do as children, but, strangely, it is something we have to be reminded we’re capable of as adults, sometimes constantly.

Do you think it’s easier for people to interact online versus face-to-face?

Depends on the topic. I must say that I find Twitter especially disappointing when it comes to the kinds of conversations I really want to have: debates about literature and improv and aesthetics in general. Let’s face it: the nuances of some things simply cannot be parsed in 140 characters. I’m also very interested in the outcome of a local neighborhood political race and follow a number of people on Twitter who are either directly involved or as equally invested in its outcome. Political discourse is fruitless and a waste of time on Twitter (or on the Internet in general, it could be argued), though some attempt it. It’s much better to have these discussions elsewhere or better yet, in person. It helps to see the person on the other side of the issue as a human being when it comes to arriving at a nuanced understanding of ones own views.

But otherwise, online discourse provides a distance and an anonymity that allows those with public fears or reservations to have a voice, as well as feel less isolated. Let’s not forget how important both of those things are.

How can taking an Improv class help someone that doesn’t feel comfortable meeting people “in real life?”

Doing improv successfully means acknowledging the contextual or emotional truth of what’s happening at that very moment. Improv students often begin scenes for the first time afraid about not knowing what’s happening, or what’s going to happen. It’s the fear of failure, from a perceived negative outcome even before the scene or game has begun. And yet, improv teaches you that that everyone involved in the scene has that same fear and that by working together, you can effortlessly find comedy where none existed before, resulting in an outcome completely different from the one you originally feared.

You can apply this to social situations as well: Why do you think the person you approach and say hello to is going to reject you in some way, simply because you approached? Especially since, in most social situations that fear gripping you is the same one gripping the other person? What if we believed something good would come from the encounter and faced down our fears? Improv classes are object lessons in that very dynamic. Real life encounters can be the same…

Some say people have become more social because of all their online “friends,” yet many are inhibited when interacting in person. Has your class/coaching changed over the past several years due to people’s online interactions?

To be honest, online social interactions haven’t really altered the way I teach all that much. But I do make connections regarding “persona” on stage and “persona” online. I emphasize how both are creations, highly situated and contextual, that the “rules” for an online interaction are remarkably similar to the “rules” for a contextualized scene.

I emphasize that the self-consciousness (and I mean “self-consciousness” in the sense of knowing oneself, not in the sense of being “made to feel ‘self-conscious’”) necessary to successfully navigating the online world is analogous to the self-consciousness necessary to being a good performer: you have to understand how you appear in public, how you really act and think and behave, in order to digress from this and create other personas/characters, etc. Good actors are highly self-conscious people --- they know their own physical mannerisms and verbal tics. But they have to know these in order to transform or nullify them when it comes to the physical mannerisms and verbal tics of characters markedly different from themselves.

When someone takes your class, what do you hope they will learn (i.e. top three take-aways)?

1. Life is ad hoc, not systemic. Whether you realize it or not, you’re already an expert improviser. From the moment you wake up to the moment you go to sleep - from birth to death - you are making it up as you go along. You do it as a matter of course, without a script, with no idea what’s going to happen next.

2. The “trick” to being funny in improv is to *not* try to be funny. Truly funny Improv is effortless. The humor arises organically from the context of the scene you’re in, not from what you think is the verbally clever things you think an audience might react to. The minute you start attempting to tell jokes or “be funny” in a willfully clever way, the minute the scene you’re in starts going off the rails. Jokes set up the expectation on the part of both actor and audience to be funny. And when they fall flat, the audience stops believing that what they’re watching is a scene in which the stakes are high for the character. And when a joke falls flat, the actor who “made it” starts worrying and sweating about how unfunny he or she appears to be, and—this is so important—not paying attention to what’s happening in the very scene he or she is in. This means that he or she is not paying attention to the reality of the scene; they lost their moment.

3. Character = plot. Make a strong (again, not necessarily funny or wacky) character choice, and you won’t have to worry about the rest of the scene. It will unfold effortlessly before you.

I’ve heard you use the term “find the funny” – what do you mean?

I often describe Improv as “found comedy.” It’s what I love most about it. “Big C” Comedy (the kind of stuff Hollywood produces) tends to travel heavily trafficked, often clichéd, hackneyed routes. What I love about improv is that anything -- especially things seemingly banal and not willfully “wacky” at all -- can appear out of nowhere and end up being the comic hook upon which the entire scene hangs it hat. It’s the context that matters. And, making choices that provide a lot of context (strong, broad character choices) will help you and your scene partner(s) find what’s funny.

What is one piece of advice you would offer to someone that does not feel comfortable in social situations (e.g. interacting at a conference, social gathering, etc) where they don’t know anyone?

One of the most fascinating on-the-job insights came from a friend of mine who also does Improv. We worked together at an ad agency where the principal and owner of the shop was extraordinarily difficult to work for (his “method” for “motivating” his subordinates involved a lot of humiliation, berating them for ignorance or perceived incompetence.) He was a bully, pure and simple.

One time I happened to be outside of this bully’s office when my friend was inside, and I overheard the awful and shattering way my friend was being berated. Afterward, I approached him and asked how he managed to keep cool and not react in the face of what was clearly abuse. His answer was unforgettable: “Simple,” he said. “When I walk into his office, I pretend like I’m walking onto the set of a movie.” This was a stunning, insightful revelation: my friend’s strategy was simply to objectify the situation, not take it personally, to play a character whose role was to be berated and move on.

There are two lessons here. First, don’t accept abuse like that from a boss (both of us left that shop after very short tenures there). Second (and perhaps, most importantly), think of social situations like this in the same way… as something in which you aren’t implicated; as in being on a movie set. Then take it one step further…. Think of yourself as a character or a persona, a fearless, more fun-loving person than you actually are. Have this persona in mind when you go up and approach another “character.” Acknowledge the truth of your situation, of what’s happening around you: “I’m having a great time, I just wish the wine would come a little faster. Don’t you?” Or “man, that keynote wasn’t all that great, but I am looking forward to the breakout sessions. How about you?”

Again, like improv scenes, you might be surprised by how rewarding the outcome is, how positive the reaction is, and how easily and swiftly you end up making connections.

This is the World I Live In

noreply@blogger.com (ABOUT) — Mon, 01 Feb 2010 01:16:00 +0000

Where Apple calculatedly rolls out their most advanced technology in a magical and revolutionary product with a name sure to rile women the world over.

Where a masculine tech team is excited to see they’ve successfully created a hullabaloo (but iTampon “trends” BEFORE iPad).

Where a few weeks go by, and then (here it comes), they plead mea culpa and admit the error of their ways.

Where they implore forgiveness, bow to the naysayers and announce they will be changing the name of this hyped thing before the FCC approves it for release

Where the non-offensive name embodies the inherent qualities of a device I heart.

Where they hold a press conference and unveil the iPed, which is the Personal Electronic Device for the everyman/woman on the go.

Where everyone applauds their bold, yet humbling, action.

Where Apple receives praise for embracing a mistake, listening to crowds of wisdom and admitting defeat.

Where the same Apple emerges a hero in a world of ego-driven corporate miscreants.

Where sales of the iPed (also sold at nail salons) soar to new heights, surprise the harshest critics and drive the Apple stock to that of Google’s zenith.

All the while, Jobs’ posse kicks back with Cohiba in hand and has the last laugh.

What do you think of dem Apples? What a world we live in.

FIRST IMPRESSIONS MATTER, AND YES, THAT INCLUDES YOUR TWITTER BACKGROUND

noreply@blogger.com (ABOUT) — Sat, 23 Jan 2010 16:36:00 +0000

No matter what PR position I’ve held, whether working at an agency, for law firms, or running my own company, my one goal has been the same: make sure my executives and clients make an effective first impression and are seen in a favorable light from the get-go. From personal appearance and mannerisms - to face and hand gestures – you know that everything comes into play.

Many studies have been conducted, and while the time fluctuates from a tenth of a second to three seconds, it’s certain that people quickly form an opinion. We do this when we meet people in person (why is he fidgeting?) and we do this when we visit sites (another Flash site with inane music!). We form first impressions of Web pages in the blink of an eye (or 50 milliseconds, say Canadian researchers - 1/20th of a second!). These first-time glances affect our opinions regarding credibility, trustworthiness and, yes, long-term extended interest.

Twitter backgrounds have become a clued-in extension of your image. You’ve spent time finessing personal appearance, spent money on a graphic designer for marketing collateral (site, biz cards, stationery, etc), and maybe even been coached on message delivery. Don’t let this oft-forgotten, high-profile element fall through the cracks. If you’re engaged on Twitter - sending and responding throughout the day - your tweets are now going to appear at the top of search results.

Still skeptical? A search for “Susan Jacobsen” on Google brought up:

The first result shows my Twitter feed, the second shows my Linked-In Profile and subsequent results are a bevy of my "oh-so-thoughtful" tweets (Similar results appeared on Bing, Yahoo!, Answers.com and Ask).

When I launched LUV2XLPR, Inc., I worked with Bremmer & Goris on my logo, Web site and of course, Twitter background. We wanted the background to complement, not copy, the look and content of my Web site and be whimsical and fun. While there is a caricature used on the background, my avatar is a real photo of yours truly (and yes, I do have the license plate). Once this blog was up & running, I made sure to reference the link in the bio, as well.

Your Twitter background is an invaluable tool to market yourself, garner new contacts and showcase your vibe or personality. It may well be the first encounter someone has with you—and that’s a big deal. While you are limited with basic parameters, such as size (pixels) and Twitter’s bio template, you can cater your background to your own brand to help market and promote yourself. If unique and interesting - not overly cluttered or glaringly bare - it will get noticed. And so will you.

Prolific blogger, V.C. and Alltop co-founder Guy Kawasaki is a veritable volcano of information on Twitter (he and his co-Tweet-ers, that is) and his background is a fine example that depicts the brand. As his Twitter bio notes: “I am a firehose that answers the question: What's interesting?” His avatar is personable and his background showcases his personality: a plethora of magazines for way-out discoveries.

What can you do to set yourself apart? Are you using your tweet-background to your advantage? When evaluating (or judging) your own background and brief bio, check to see:

Have you accurately and honestly completed the bio portion (glibness doesn’t play well) and included key words related to your field, areas of expertise, etc? Transparency is key – some people will not follow those whose bios are partially completed
Did you list site addresses to your company or personal blogs or sites. (Make sure people can find you outside of Twitter)
Are you using a real-life photo as an avatar? People want to identify with those they are interacting with and friendly/inviting photos that display the “real” you should be used. No need to showcase kid, wife or pet (please)
Is it an accurate reflection of what you’re all about? Colors, imagery, content and photos are all taken in as a single shot, so ask yourself if viewers see what you want them to see!

Keep it simple and create your own background using resources such as 13 Resources for a Perfect Twitter Background, or try one of the many free services that will help you to design a background, such as Twitbacks, TwitrBackgrounds or Twitrounds. You could, however, go the full-on route and enlist the help of a designer—preferably one who’s familiar with Twitter (or who’s read this post). Whatever approach to design, have fun and let your whole personality shine through. Don’t shortchange your brand; you don’t get a second chance to correct it.

Show me your background and I’ll tell you my first impression!

Tired of List Overload? Here’s a Non-List to Help with Twitter Overkill

noreply@blogger.com (ABOUT) — Tue, 22 Dec 2009 18:57:00 +0000

In our never-ending search for resources, applications, tools, etc. to maximize our selling and do-good work efforts, it’s becoming increasingly more difficult to find the ones that can really help us to be productive … to save us time, effort and the proverbial needle in the money-stack! We are surrounded by blog posts and articles touting the best of this and that, yet few provide personal takes on what really works for them. While I can gorge on all the lists to my heart’s desire, there’s just too much out there to digest.

Twitter is a fine example of a subject that has succumbed to List Overload, with a plethora of “Twitter Lists, Resources & How-Tos” everywhere you look. We’re forced to read through lengthy lists, click on links, look at screenshots, view video explanations, set up accounts and wait for some sort of magical, make-my-life- better thing to happen. Who has the time? Instead, I’ve come to value personal recommendations - first-hand accounts – far more than a 100⁺ bulleted laundry list of superfluous-nesss.

While I don’t know the intricacies of everything out there today, I do know what’s worked consistently for me. To be efficient (and actually get things accomplished) I’ve weeded out the meaningless jargon from the practical (functional tweets and emails!) information I encounter all day long... every day. For the newbie wanting to take a step further with Twitter, I have – Voila – created a very basic (read: easy) step‐by‐step “Getting Started” guide to get it all going. I’m also sharing my inventory of Twitter-related tools, why they are good and how they’ve worked for me. (Of course, if you have the luxurious hot commodity of time, you can always read through a list of 275 Twitter-related resources and figure out what’s out there.)

URL SHORTENER: bit.ly

The race for the best short URL service is well underway, with Goo.gl, Bit.ly, TinyURL, Su.pr and everyone else’s Grandma’s shortener going head-to-head to emerge as a leader. I use bit.ly because it provides me with the convenience of its statistical tools to track the popularity (and lack thereof) of the shortened links. And, how's this for handy: just add a + after any bit.ly link and you'll see the stats immediately! If I come to find another service provides better stats, I will naturally switch, but for now, I’m happy with this little bit of ly.

STAYING “IN THE KNOW”: Device Updates

I’m surprised more people aren’t turning on device updates. We all know that news no longer breaks on CNN –-- it pops into our Twitter stream via Gawker, TMZ and every day people. Chances are I’m not looking at TweetDeck, ÜberTwitter or the Web when something humongous happens, but I’m still connected by having updates sent to my phone from a number of people and media outlets I trust. I also track reporters, HARO and ProfNet via SMS updates to make sure I’m on top of opportunities for my clients. (And, my day wouldn’t be complete without the sprinkles of comic relief and snarky pop culture insights from @laermer).

TWEET VALUE: FavStar

Chances are you have favorite tweets you come across that you’ll want to reference or re-read later (like, after a nap). Wouldn’t you also like to know who has “favorited” your tweets? Or, at the very least, which tweets/links out there are garnering the most attention? FavStar has become- yes you guessed it - a fav of mine to keep track of what others are happy with of mine, as well as to gauge the quantitative interest (value!) of what I’m tweeting. Everyone wants to be a star … here’s an easy way to see if you are shining among the masses.

LOST FOLLOWERS: Goodbye Buddy & Twitterless

Losing followers is an everyday occurrence, and not necessarily bad. I mean face it – if they don’t appreciate you, good riddance. It’s still useful, however, to keep track of those that stop following in case it’s someone you want to stay connected with. Or, as @pblog aptly put it, “It doesn’t have to be reciprocal.” I’ve found Twitterless, which tracks lost followers, to be better for reviewing follower history and filtering followers with keywords and descriptions, as well as making a graph of results. For updates of the see-ya type, Goodbye Buddy doesn’t disappoint, though it is jarring to get a DM with their hilarious way of saying you’ve been dropped! Indeed they keep things fresh:
"Oh, enough with all this childishness - @______ unfollowed you - deal with it!”

CONVERSATION TOPICS: #Hashtags

What the #hash are they talking about??! Hashtags have gotten out of control, with the # symbol often added to everybody’s whim and rumination to emphasize what they think should be continued upon. Every now and then, however, a hashtag will pique my interest. If it’s not evident what it’s about (what’s with the bizarre abbreviations?!) I use the #Hashtags Finder for more info. Saves me time from reading through my feed to make sense of the sudden chatter.

LIST INCLUSION: Listwatcher

When Twitter rolled out its list function, it was all the buzz. There are benefits to these lists, and some of us went through the trouble to set up our own lists. It’s been a few weeks and now the list-making has waned. Yet, well, it’s true—the ego in us wants to know when someone feels us worthy of inclusion. Introducing “Listwatcher,” which sends a DM when I’m added or subtracted from a list. One less thing for me to be monitoring! Or caring about.

@NAME/TOPIC MENTIONS: TweetBeep

Just as you would set up Google alerts to have mentions pushed to you, TweetBeep sends emails with your requested keywords (e.g. your @name, company name, etc). These emails (though not dependable unless you pay for premium service) are useful if you’re stuck in a meeting and unable to get online, and help you keep track of the RT’ed items from your own tweeterific self. If someone is engaging with you, this is a fine way to not leave him hanging. A good service when it works.

That’s all for me today. I want to hear from you. Don’t let Twitter turn into a time-sucking contraption that makes you want to scream. Incorporate tools and resources … and share ones you have found. I’m not a Twitter expert; just a continually evolving connoisseur of all things helpful.

GET AWAY FROM BOXED-IN COMFORT ZONES & START “SMART THINKING”

noreply@blogger.com (ABOUT) — Mon, 14 Dec 2009 19:50:00 +0000

A recent CIO article addressed Emerging Technology: Thinking out of the Box and I can bet you were in a meeting not too long ago where someone said, “Let’s think outside the box!” This timeworn cliché (thought to have originated from the “Connect the Nine-Dots with a Straight Line” puzzle) needs to be pushed off the dusty shelf of catchphrases and eradicated from management speak. In our world of transparency and open communication, we can’t afford to be stymied by insular, four-walled, straight-line thinking. Ever. Smart thinking should be (needs to be!) the norm, not an edict during an occasional brainstorming session or “tip” in yet another How-To editorial.

As kids, we were taught to color within the lines, to connect the dots and follow directions. A crayon that went askew, or a dot that failed to be connected resulted in a tsk, tsk from our teachers. For those of us too creative to by thwarted by strict rules and guidelines of how things “should be done,” we pursued courses - and then careers - that encouraged originality and innovation. We were free to use our imagination, whether through images and design or with words and prose.

Along the way, however, we fell back into the über-structured corporate world to maintain our status quo and traded in our dreams of using ingenuity and smarts for blending into a comfort zone of obscurity so as to not upset the administrative apple cart. As RLMpr CEO, Richard Laermer noted in a Huffington Post article earlier this year, “Corporations do not nurture creativity!” Instead, pro forma rules and guidelines have become perfunctory because ... “that’s the way we’ve always done things.”

As the competition increases and more people angle for the spotlight, you need to delve back into your repressed imagination and forget a box ever existed. Your future success depends on it!

Incorporate creative, smart thinking in everything you do. Turn up the creative volume and get those amps of juices flowing. A few years ago I took an Improv class, which not only helped with “being in the moment” and paying attention, but forced me to be quick on my feet and responsive to que’s thrown my way. Aside from the sore stomach I got from laughing for two-hours straight with Shawn Westfall leading the weekly class through hilarious scenarios, I emerged with a new perspective and way of thinking. Find something that inspires you to step outside of your comfort zone and embrace new ideas.

Offer alternatives. Stop sending just press releases for that non-announcement. Propose a Webinar, Podcast, Event or Web/Blog Feature and identify new ways to promote and bring attention to your client through valuable, interactive opportunities with the audience that matters – your client’s advocates. Don’t send another generic, boring pitch (such as an “Oh Really?” press release about press releases) - look at it from anther perspective. What’s different about this event, announcement or study? Why should the reporter/blogger care? How is this different? What’s the “SO WHAT?” factor? Ask the right questions and you’ll get the right hook (the creative “angle,” not the debilitating Mike Tyson-like punch to your idea).

Look for opportunities to shine. As mentioned previously, don’t just “do” assignments, actively participate. Step away from the computer and get in front of your client. Be proactive and take the initiative before being asked. Imagine the startled look on her face when you go to her and ask, “How can I help make things easier for you?” Get yourself immersed and involved with discussions about strategy and goals. Bring information to your client’s attention that she was not aware of. Show your gumption, not your wavering hesitation. The more you know and get involved, the more ammunition you’ll have for your imaginative mojo. Get it fired up!

Engage with other Creative’s. Support groups work because they bring people together with like interests and/or problems and, well, we all like commiserating with others we think hope understand.
- Twitter – to some extent – is a quasi support group, where you can follow others you identify with, stay on top of trends and share information about what’s happening in the world of PR. Set up a PR/MKTG/CREATIVE Twitter list and monitor, engage and interact.
- Blogs can help to inspire and motivate you to try new things and incorporate new ideas into your day-to-day activities. If you haven’t already established a list of Blogs to follow, it’s about time you got that list started.
- Local organizations are all around us to tap into and are great ways to network and share with others that have similar interests. I’ve gotten involved with iMAGINE Alexandria, a consortium working together to brand the City of Alexandria as an anchor to organizations specializing in design and creativity. And, I’ve recently joined the ReadySetDC Facebook group, a collection of creative projects aimed at creating awareness of everything amazing in DC. Take a look around and you’ll surely find comparable groups in your area.

Make sure measurement is part of your vocabulary. Being creative doesn’t mean drawing with a blindfold on. It’s using your noggin’ to think of something new and unique that, once implemented, can be monitored and tracked. Don’t fall into the ‘placement trap,’ such as this Forbes article, which equates measurement to monitoring placements. It’s much more than that and you need to be smart about your metrics, systems for tracking and reporting. How can you win a gold medal if you don’t have someone coaching you, tracking your pace, monitoring your speed in relation to your competitors, and, of course, at the finish line with a stopwatch to capture your record-breaking feat? You need to think of that finish line and figure out how to turn creative concepts into winning initiatives that generates interest, insights emotions and prompts action. Every time; and with everything you propose. (Remember: Results without a purpose just don’t matter!)

If you’re still not convinced that “out of box thinking” is a tired, antiquated phrase worthy of last year’s memory box, have a look at Joseph Pelling’s video (Winner of the Digital Artist Awards 2009 animation category), which might just get you to incorporate smart thinking into everything you do:

Thinking outside the box:

outside the box from joseph Pelling on Vimeo.

http://vimeo.com/5225011

Turn Off the Cloaked Reporter in this Transparent World

noreply@blogger.com (ABOUT) — Sun, 06 Dec 2009 18:58:00 +0000

Cloaked means “to cover or conceal.” For those in PR who subscribe to reporter/expert lead services, ProfNet, HARO and/or competitors, we’ve come to notice how cloak means “I’m a reporter that doesn’t think you’re worthy of knowing who I am until you’re been vetted through my own edification.” Such reporter queries can be:

Faintly Veiled: A reporter reveals his/her name, but only provides a vague description - not the name - of the media outlet (often times, they are freelance reporters still PITCHING said story).
Moderately Veiled: A reporter doesn’t reveal his/her name, or the name of the media outlet, but provides their email address.
Ludicrously Hidden: A reporter conceals his/her name, along with name of outlet, and has pitches filtered through a blind [ProfNet/HARO/other] email.

Years ago, there was a certain cachet associated with anonymous queries, as the reporters were often from top-tier (big shot) publications such as the New York Times, Wall Street Journal or national broadcast outlets like, ah, Nightline. We would send our careful pitches and then anxiously sit in nail-biting hope … waiting to see if we’d piqued the reporter’s interest and get that response we deftly deserved.

In today’s transparent and ever-flattening media landscape, cloaked/anonymous queries are as outdated as faxing a release. Not only are these secret queries demeaning to PR professionals, but they are also counter-intuitive to our own client initiatives. We take particular care to ensure our pitches are on target and are consistent with our own goals. And, each time we deliver a valuable solution – whether positive outcome to a client crisis or a reliable source to a reporter on deadline – we elevate ourselves higher on the ladder of invincible credibility.

I recently saw a faintly veiled query that said “This is for a major business Web site; will disclose publication in response to on-target pitches." A search of her name and keywords quickly revealed that she was a freelance writer who had been covering the financial crisis for Portfolio.com (the new one). Not only does this type of query discount our ability to be resourceful (Hello, Google?!), but it is ego-centric and self serving.

While reporters might think cloaked queries shield them from an onslaught of pitches or somehow feel they might get “scooped” by someone competing – as if - they should take into account the PR professionals like me who will not respond to their anonymous queries. They miss out on that expert they’re looking for!

Skeptics might proffer that I shrug and pitch my client and then, if it’s not right for everyone, move on. Logical, but flawed, reasoning.

1.    Our time is valuable. Who has the hour to develop an on target pitch for an off-target publication? I have no idea what I’m reaching out to. The time spent writing, sending and waiting could be better spent focusing on reporters, producers, bloggers and others that we know already matter. Throwing darts blindly and hoping to hit the target is counterproductive, not to mention disappointing (and, again, patronizing).

2.    Our clients expect more from us. Strategic decisions require careful thought and execution. Our clients place their trust to position them and their companies in the right publications to reach an intended audience. You can’t say you’ve been pitching them to a reporter but as it turns out, they would not have been interested in it anyway. The obvious question would be, “Didn’t you know – before you sent the pitch – what it was for?” My inveterate reminder: results without a purpose just don’t matter!

3.    Our credibility hinges on relationships. While that cloaked-and-daggered publication might not be the right fit for the client today, it might be a publication suitable for another one tomorrow. If I throw the rod into the water and the bait is taken, I can’t throw the fish back into the water. This not only wastes my time—it wastes everyone’s time! How will that reporter feel if I find out what she’s all about and then go, “Oh, I’m sorry, he’s, er, unavailable” because I don’t want it anymore? You can bet the next time I pitch with another idea, they won’t be too interested in taking the offer.

4.    Your client’s reputation is at stake. You’ve positioned your client as an expert source, and provided salient points of their expertise, so the reporter might disregard the fact that your client is no longer available and call them directly. Yeah that would be bad. Your client will be taken off guard, will be unprepared and be unhappy that you’ve sent his information to a reporter about a story that doesn’t fit anyone’s model. The trust you’ve worked so hard to build has now been chipped away, all because of one wrong, blindfolded move you could have avoided by saying no.

5.    Elevated egos have missed the boat. As I mentioned in a previous ValueDrivenMedia post, “The right comment on the right Blog can have a bigger impact on the bottom-line than an uninteresting quote in some regional newspaper.” We no longer need to pander to “cloaked” reporters when our clients are more into the advocates and ambassadors on Twitter and in the mega-important, blogosphere. Reporters who have not yet recognized their non-traditional media contemporaries - and who continue to operate as if the media landscape was still embedded in 2004 - might soon be looking for a new job. Their appeal must be all encompassing, not stuck in a suction-less vacuum.

No matter the situation, the audience or the relationship, our trust has to be earned. We work to engender trust from all constituents. PR folks who send off-target pitches learn quicker-than-ever when the email stops pinging. So, as more journalists jump into the world of PR and news organizations, such as Dow Jones, bring PR into their fold, I can’t help but wonder what it will be like when everyone starts to see the error of their antiquated ways. A turned table is one that says, “We’re all in this together.” Welcome to the uncloaked world.

Thanks to RLMpr CEO and 2011: Trendspotting for the Next Decade author, Richard Laermer for his witty and astute insight for this post. And, in the spirit of transparency and openness, The Bad Pitch Blog and ValueDrivenMedia will continue to shed light on what’s “off” in the world of media and public relations and share insight among our readers. Would love to hear what you think, too …

It’s a Fabulous Time to Work in Public Relations

noreply@blogger.com (ABOUT) — Wed, 02 Dec 2009 12:37:00 +0000

“There is nothing wrong with change, if it is in the right direction”

~ Winston Churchill

‘The Times They Are a-Changin,' sang Bob Dylan in his 1964 release; a song that quickly became an anthem for a generation seeking social justice. Today, too, changes abound and we have all become part of an answer-seeking generation. Nary a day goes by without someone writing about, or discussing, the ever-shifting media landscape. Whether it’s David Carr’s "The Fall and Rise of Media" in this week’s New York Times or Robloggr’s "The Future of the Newspaper is in the Device,"people will continue to predict, analyze, speculate, complain or embrace the changes. Get ready, change is happening, whether you are prepared for it or not.

The media industry’s cuts, closings and bankruptcies have not only affected news dissemination, with more of our news coming from online, unconventional sources, but the changes have brought about significant alterations to the PR professional’s world. When I hear the word ‘change,’ it immediately morphs into the word ‘opportunity.’ I can’t help but feel excited about the potential that’s just waiting to be uncovered. Who wants to show up for work every day, doing the same old thing, without any gumption to be different? It’s an awesome time to be in PR, and not something to cringe at, regret or shy away from.

Sure, there are plenty of naysayers out there thinking public relations is about flacks, or that it’s not measurable or that publicity is all we do. Baseless comments are usually the result of ignorance and lack of understanding. To help with this misperception, PRSA even embarked on a new campaign this year, "The Business Case for Public Relations^TM"to drive industry recognition and growth "by helping professionals in the field educate key stakeholders about public relations’ functions and outcomes, demonstrate its strategic value and enhance its reputation."

While PRSA is to be commended for their initiative, we are all part of the solution to reshape internal and external perceptions of our profession. Without our own passion and involvement, what’s the point? Instead of cowering from the challenges, take hold of the changing media landscape and vast arsenal of communications tools and vehicles at your disposal and dive in with that same vim and vigor that attracted you to PR in the first place.

Hopefully, you are embracing the changes and are optimistic about your future. If you haven’t really thought about it (because you’ve been too immersed in updating your Facebook page), let’s get those wheels of creativity in your head churning again and ignite that matchstick of motivation that’s been waiting to be lit …

Become an adviser - not a task masker - to your client.Engage in the discussion at the start to identify goals that can be measured and tracked and activities that make a real impact. Start with the end result in mind, not the placement you hope to get today. PR campaigns need to be strategic and have more purpose than "mentions in 10 newspapers." Provide reports and updates (without being prompted) and make sure clients are hearing about industry developments from you, not a competing PR agency wanting to get their business! Align yourself with your client’s business – feel their pain and revel in their success. It’s not good enough anymore to just get the job done. It’s about exceeding expectations and surpassing the potential to deliver value, not fluff.

Dare to be different. Longtime friend and gut-check, go-to guy, Jonathan Kash, recently said, "The results from an effective campaign are greater than the sum of its parts. It's the unorthodox moves that can (will!) lead to greatness." PR initiatives today are more than a trickling out of placements; they need to be in sync with an overall marketing and communications plan and yes, more than a sum of its parts. You can’t just have a story idea; you must have the most compelling – unique – story angle with multi-channel potential.

Understand that measurement no longer means "counting clips." Katie Paine, a leader in communications measurement, said it best: "HIT stands for How Idiots Track Success." It’s up to you to monitor traffic, click thru’s, mentions and lead generation from your publicity efforts. Demonstrate PR’s contribution to increased revenue, customer engagement (and retention!) and ultimately, the bottom line. Show that your efforts have not only generated traditional publicity, but have also pushed the company to the top of search engine results, increased traffic to the Website and garnered interest among advocates. Remember, "results without a purpose just don’t matter!"

Be at the ready – all the time. Knee-jerk reactions will get you nothing more than a bruised leg (and ego!) in today’s always-engaged consumer world of nonstop chatter. Do your research! Follow what leaders in your client’s industry are talking about, track customer discussions and (this is the one to remember) anticipate the unexpected. Spot the trends that are around the corner and prepare your client for what has yet to happen. As Richard Laermer, CEO of RLMpr and author of "2011: Trendspotting for the Next Decade," emphasized in an interviewwith PR Newser, "In order to do good work for your client, you have to look at what's ahead." Proactive initiatives will propel you ahead, while slow, reactive scrambling will leave you forgotten and in a crumpled mess on the floor.

Don’t "pitch" – participate!Why use a one-way activity when there are countless opportunities for two-way communication, engagement and interaction? Never before have we been able to get to know reporters on such a personal level. When a reporter loses their job, it’s no longer, "Oh no, there goes my ‘In’ with that publication," it’s "I can’t believe that’s happening to such a great person." Get to know reporters, whether at events or on Twitter (plenty of lists to tap into), and follow the discussion and engage when appropriate (this does not mean overtly pitching a story when talking about last night’s episode of House). Keep track of the stories they’re covering, but also pay attention to the things that matter to them personally (family, movies, music). Familiarity, sincerity and understanding can lead to greater trust and respect.

PR is not an island. PR pros that still think they "don’t do marketing," are dinosaurs in a world of collaborative innovation. Online marketing functions are no longer separate and distinct from public relations - all marketing, communications and PR activities are interconnected. If you don’t understand how marketing and PR efforts tie into overall business generation, spend some time with career marketers, take business development courses and read Sales & Marketing Blogs. The overlap, correlation and synergy must be embraced and understood. Your clients will not only expect -but demand – that you do.

Reporters aren’t your only conduits. Recognize that a Wall Street Journalprint placement is no longer the crème de la crème when your client would rather create buzz among customers on industry Blogs. We are surrounded by advocates and ambassadors and it’s up to us to listen to what’s being said on Blogs, LinkedIn, Twitter, etc. Tap into these communities and help clients to be responsive. The right comment on the right Blog can have a bigger impact on the bottom-line than an uninteresting quote in some regional newspaper left on a doorstep.

Be relevant; be interesting! There are many more media opportunities waiting for you to tap into. Whether it’s getting the right Blogger’s attention, or inciting a discussion on Twitter that gets a reporter's attentionor multi-platform content generation, this is the time for you to reveal your talent – and demonstrate your knowledge. It’s no longer about smoke and mirrors; it’s about concrete facts and credible sources. Use an industry survey to position your client as a thought-leader or tap into industry research to back up a claim. Don’t sit idle and wait for others to "maybe think" your client is great. By showcasing value and tangible solutions, you’re not only seen as a problem solver, but a hero, in your client’s eyes. Be the smartest, most creative, attention-grabbing person in the room!

Press releases are not press generators, but they do serve a purpose.How tired are we of hearing that the press release has died on the vine? True, press releases are no longer in the arsenal of PR tools to "get press"; however, don’t discount their usefulness when used correctly. A well-written SEO press release can bring your client first-page visibility and improve the position of their Websites in the search engine results page. Tagging the right, relevant keywords can help your client increase the visibility of their announcement, new product or brand. Use wire services, such as Marketwire or BusinessWire; embed video; anchor text; incorporate photos; and create interesting/clickable headlines. If you have not yet tapped into a press release’s SEO capabilities, then it’s time for you to start learning!

Have FUN! If you’re not passionate about what you’re doing – if you don’t love your job – then you’re in the wrong profession. Kevin Dugan reminded us in his "Three To Dos before 2010,""If you don’t like what you do, now is the time to change careers." Enthusiasm is contagious and the more passionate you are about what you’re doing, the more interest and attention you’ll generate. Waking up and starting the day is no longer hard for me … I genuinely enjoy my clients, embrace the challenges and love what I do. You should, too!