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dreamstime_xs_35528466By Ruth Atherley

Four new 90-minute Gilmore Girls episodes are set to air on Netflix late in November 2016. I hadn’t seen the original series and after seeing the excitement for the release of this Gilmore Girls revival, I thought I would check it out. And while watching Seasons 1 through 7 over a couple of weeks, I realized that there are some communications lessons worth sharing, hidden in the episodes.

We’re going to assume that you have a working knowledge of the characters so as to not make this post too long with the explanations of who is who.

The top three communications lessons are:

Your critics aren’t the “enemy” – they believe they are doing something good (and if you can get past the conflict of it, you might learn something).

In almost every episode, Lorelai’s society-minded mother, Emily Gilmore, has something critical (and usually nasty) to say about how her daughter lives her life. Now, Emily is an elitist, autocratic snob whose ideas are, in my opinion, outdated, backwards and have no place in Lorelai’s world. However, she operates from a center of good (in her mind), where she truly cares for her daughter and her granddaughter and wants what is best for them.

Almost every communications professional has faced critics on a campaign, project or initiative. And sometimes it can be incredibly frustrating, especially when the criticisms appear to be uninformed or lacking context or knowledge about the subject matter or are self-serving, rather than useful. Taking a step back and looking at the critics and their motivation is an important thing to do. Understanding that they feel that they are doing something good, something important – puts the criticisms or conflict in perspective. It opens a discussion rather than an argument. And, in the show, when Lorelai steps back and realizes that her mother actually means well, she has a different response, which creates a more positive outcome. It doesn’t mean you need to agree or acquiesce, but understanding the motivation is an important tool.

Listen to that little voice in your head, your heart or your stomach – and act on it.

Throughout the entire Gilmore Girls series, we watch Luke and Lorelai pine for each other. During this time, they both have serious relationships with others. In fact, they both marry other people. And they date, they break up, and we all root for them to get back together. And they seem to, at the end of Season 7 (the final season of the initial series). Both of them have that little voice telling them something about who they are meant to be with, but they ignore it, disagree with it or silence it. And they spend years being unhappy, confused and lonely as a result.

I think, as communicators, we need to realize that the little voice we hear is important. There is a reason we chose this profession – we understand that clear, understandable communication takes effort. It also takes empathy, sympathy, knowledge and understanding of the audience or stakeholder groups. We spend our days immersed in this. Sometimes, before we consciously realize something, our instinct tries to tell us this. It’s important to listen when it does. Ask yourself – why am I feeling uncomfortable about this? What is my concern here? Is there something here that doesn’t feel right? Listen to that little voice that is trying to tell you something – more often than not, it knows something you haven’t realized yet.

Money can’t fix everything.

I happen to be a fan of the actor Matt Czuchry who plays Logan Huntzberger, the trust fund kid and boyfriend to Rory Gilmore in several of the later seasons. In the show, Logan buys his way out of most problems, until he no longer can. In the final season, after losing most of his trust fund and millions of dollars of his father’s, Logan is forced to move to San Francisco for a job (granted, he is still a child of privilege, but his days of doing whatever he wants are over).

In the world of communication, if you are dealing with an issue or a crisis, having a big budget isn’t always a solution. Don’t get me wrong… having enough money to do your job well is always a good thing, but the fact is – money can’t fix everything. If there is a situation or incident where someone in the organization has done something immoral, unethical or illegal, if a majority of the community is opposing something you did, are doing or want to do – you need some elements that money just can’t buy. You need transparency, authenticity and a commitment to working through the issues by opening a dialogue, not by steamrolling through it and pushing other opinions and perspectives down.

And one small bonus lesson from the Gilmore Girls that I think most communicators will agree with – Lorelai Gilmore thinks coffee makes everything better. It makes the tough times easier to deal with, the good times better, and it’s a drink for all hours – not just breakfast. Here at the AHA office, we tend to agree with her. Coffee, coffee, coffee!!!!

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EventEvery organization planning to host an event wants media coverage. It’s a way to create awareness and raise the profile of your organization, your products or services, your brand, and your spokesperson. Depending on the event, media coverage may lead to more attendance the following day or the next year (if it is an annual event).

How do you engage the media and make them interested enough to want to know more?

An AHA client recently held an event that we were able to generate a tremendous amount of coverage on. Media coverage included eight newspaper articles, four television feature segments (three to eight minutes long), three radio feature segments, nine website/blog features, and 14 event listings – excellent coverage for a local first-time event. (Needless to say, our client loves us even more now. And we love them right back.)

We’ve decided to share a few tips and hints on how you can generate strong media coverage for your next event.

Host a Public Event

Rather than just inviting people on your networking or sales database, invite the public. The more people that the event is open to, the more the media will be interested.

Tie the Event to a Charity

If there is a cost to attend, tie it in with a worthy charity. Provide a percentage of ticket sales, allow them to participate with you at the event if possible, and identify ways that your organization and the charity can work together. Not only will this be of interest to media and to the public that may attend, if your event benefits a charity in some way, you may also get event suppliers to provide their products and services to you at a discounted rate.

Hold a Great Event

It is easy to fall into the trap of assuming the event is great and that it deserves media coverage. Brainstorm with people in your organization and think blue sky! Those seemingly over-the-top ideas may be what are needed to host a great event, get lots of interest from the public, and grab the media’s attention. Are there fun things you can incorporate? Media love children, animals, unique activities and special opportunities. Think about how you can pitch the event to media by tying it into a current trend or time of year. What will make the event be of interest to a large segment of the population – that is what media will want to know.

Submit Information to Event Listings

There are many media outlets, websites and blogs that offer free event listings. Develop a short paragraph of the “who, what, when, where, why and how” of your event and reach out. Make sure you understand the format that this information needs to be presented in for each outlet. (They are generally all different.)

Be Prepared

When a journalist e-mails or calls, be ready at a moment’s notice to respond. Take the call or immediately call them back. Have your key messages on the “tip of your tongue” and be ready to tell the world (or taped over your desk as long as you don’t sound like a robot when you are reading them out). Ensure that your spokesperson is always available during the time you are pitching. You never know, you (or your client or spokesperson) may be asked to do a radio interview within the next few minutes or a breakfast television show the next morning.

Develop a Visual Opportunity Notice

You need a great visual to attract media attention. Plan this carefully. Let media know exactly what they can photograph/film at the event. The more details the better, but keep the notice to one page or less. Work to offer two or three great visuals so that media have a choice. One is not enough; there may be dozens of other events at the same time as your event. What visual does your event have to offer that would create interest from the media and put you on the top of the list over other events? It is important to provide media that come to the event with interviews with spokespeople.

Phone the Media

The day of the event, it’s a good idea to call the media newsrooms to make sure that you are on their radar. Just because you sent information to them, that doesn’t mean they saw it. A newsroom receives hundreds or even thousands of e-mails a day. Be prepared for a brief 10-second call (that’s about all the time you will get) to explain the visuals of your event. Have your pitch ready – make it brief, but make sure you have enough information to interest the journalist on the other end of the telephone line.

The key to engaging media to attend and cover your event is in the preparation. The publicity magic happens for your event in the planning stages. Making the effort to plan will result in strong, positive media coverage.

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