Public Relations

Regular readers of our AHA blog know that we’re big fans of Chris Brogan. He’s smart, he’s talented, he’s kind and he’s generous with his knowledge. A pretty great combination, if you ask us. We always find something interesting on his blog – topics that engage us in conversation and discussion in the AHA office and with clients. One of his recent posts on how important it is for communicators to do more than “talk well” resonated with me. This post is worth a read.

We know that the world has changed and that technology has empowered us – as communications professionals and as people. The use of visuals to tell a story is more popular than ever and more accessible, thanks to widespread access to technology (and the reasonable price tag).

As communicators, we will always be charged with developing positioning and messaging. I can’t imagine that speeches, newsletters or editorial style content are going away anytime soon; however, there is so much more to communicating these days.

We have used both professionally shot and flip style video for many years now. While we are smart enough to know when it’s time to bring in the professionals, we have also learned how to shoot and edit our own guerilla/Flip style videos. We use Twitter, Facebook, Instagram, Pinterest (and so many more) – all online communications tools that demand a different understanding and approach to communication, including how to engage with an image or video. Our abilities don’t end there – Paul took a web design/html course so we can better understand what it takes to build a site. Not that we, personally, will build a site, but we need to know what it takes and be able to make minor changes. I am obsessed with online measurement and we have spent time at conferences and workshops focused on how to interpret online stats and measurements. I am continually reviewing the incredible information that can be gleaned on Google Analytics to better understand what works online for our clients and what doesn’t. SEO is another area that it is important for communications professionals to understand.

All of this at once can seem overwhelming, I know. But if you are a communicator, you can choose one area a month and spend a little time understanding how it works and what it means to your organization (or you can just call us and we can help).

It’s important to have at least a working knowledge of a wide range of communication tools and approaches relevant to today’s technology and to the expectations and demands of your stakeholders.

Share this article:
Read more

We are big fans of David Henderson. An award-winning former journalist, Henderson tells it like it is and he doesn’t pull any punches. In many ways, he reminds me of some of the diehard news journalists I have had the pleasure and privilege to work with when I was at Maclean’s. Getting the story was what they lived for; covering breaking news and explaining what was happening and why to our readers was their reason for being. And they didn’t hold back when they had something to say – like Henderson.

His recent blog post talks about what news media is like today, and what that means for the news we see and read as consumers. That made me think about how much journalism and the news that comes into our homes each day has evolved over the past two decades. I know that magazine journalism has changed since I worked at Maclean’s. It had to. The morning and evening news has changed too, and it continues to change.

I have a television in my office. Not only does it make me really popular during events like the Olympics, but it also allows me to have different news channels playing throughout the day. I don’t sit there and stare at the TV. Sometimes the sound is off so I can concentrate (although I grew up at Maclean’s, so I can work pretty much in any busy, noisy, stressy environment). I get a taste of several news and talk shows each day and there are times when something catches my interest and I think: “Well, that’s changed.”

As a communicator this is important on several levels. How we pitch media has changed and how people hear or take in information has changed as well. Now, I am not saying that your daily newspaper or evening news should be the standard by which you communicate. I’m saying that it is important to review all media forms – from the newspaper to the nightly news to community papers to cable network talk shows to blogs, Facebook and Twitter – with a view of looking at the language being used, the topics being covered and the amount of time or space allotted to them. Check the newspaper comments online and see what elements are creating discussion among the readers; follow the nightly anchor’s Twitter feed and see what people are saying about the broadcast. Find out what resonates and why. Understand how information is being communicated today – don’t assume it’s the same way as yesterday. Identify the realities of the situation so you know what is and isn’t an appropriate pitch to media currently. If there are situations like Henderson points out, where the media seem to be ignoring a big story, find an alternative distribution channel for it: your blog, a guest blog post, a video segment or link to the information on social networking sites.

The news media is a lot different than it was even five years ago. Make sure you stay up-to-date with your current affairs.

Share this article:
Read more

We are happily busy here at AHA. Busy enough that it keeps us all out of trouble, but not so busy that we aren’t able to get it all done. It’s a nice blend. Personally, I have had a busy few weeks and haven’t had time to get ahead in my AHA blog posts or AHA Fast Take Fridays. I have several things to write about, but haven’t found the time yet to put my mind to it.

This morning, I took an early ferry into Vancouver (which is what I usually do), I grabbed a coffee and sat down to write this blog post and realized A) I have a few good blog posts and articles to talk about and I want to share them all, and B) it’s a beautiful morning and I am sitting here, overlooking False Creek with a lovely dark coffee in my hand. No offense, but the call of a half an hour enjoying the view, the weather and this coffee is pretty appealing.

However, I do want to share some interesting pieces with you that are worth a read.

Ditch these 5 business writing mistakes (This is an informative post!)

Why a high Google rank is becoming ‘worthless’

How social media transformed a Canadian city

I hope you find them interesting and of value. I am off to enjoy a coffee break in my beautiful city.

Share this article:
Read more

USA Today ran an article recently that focused on the Public Relations Society of America’s new pilot project that will be launched at five business schools. This project will teach MBA students how to manage crises and preserve corporate reputations. While teaching corporate communications is not new, this approach has quite a few updated elements along with some new areas. I haven’t seen more than this article, but I think it’s a great idea. The more business professionals understand the value of corporate reputation and the role of public relations, the better.

When the senior team of an organization or business has an understanding of public relations and its value, there is a different mindset and culture. In my experience, even during an issue or crisis, a senior executive who respects communication and understands that it is a strategic role has a better opportunity to manage the reputation of the organization – or at least, mitigate the damage. Those who don’t understand the value of PR seem to underestimate the value of consistent and regular communication with stakeholder groups. They seem to discount the power and reach of their community and this can create a great deal of damage to their organizational, professional and even personal reputations. Poor communication can hurt profits and growth – and that impacts the future.

There are many senior executives who see PR as “spin.” That is a battle that we, as communicators, often have to fight. I recently had a senior level professional refer to me in a meeting as “the spin doctor.” And he was serious. His perception is that what we do is to “massage” information so it is more palatable. I respectfully (and with humour) corrected him, explaining that we refer to ourselves as communicators and that if he was looking for “spin,” I was in the wrong room… But I am not sure that he really understands what we do and I don’t think he really cares to learn more about it – which is unfortunate. However, in this case, there are other individuals on the senior team who completely “get it” and are committed to increasing and improving internal and external communication at this organization.

One of the best quotes in the USA Today piece came from a public relations professor who said: “It’s not about sugar-coating and preserving happy images and smiling faces.” And I think that’s an important message to share regarding public relations. Often, we are involved in sharing the good news and the positive stories, but that is only one component of the role we play. If the organization is smart, there is a strategic communications professional at the senior table. And when there are issues such as layoffs, restructurings, a bad quarter or year, a lawsuit or any one of the dozens of other operational challenges that organizations face, the communications person is a key participant in the discussions.

When an organization faces a crisis, a smart CEO, president or chief administrator works closely with his/her communications advisor. And the role of the communicator, in my opinion, is to help make things right and to communicate so that the people involved or impacted are aware of what is being done, why, when and how. Not everything is the “fault” of an organization, but it remains important that there is leadership during a challenging time (no matter who is at fault) – that someone in a senior role assures stakeholders and communicates clearly about the situation, how it impacts them and what is being done.

There are times when things go wrong. When someone (or many people) at the organization makes a mistake and there are serious consequences, the leadership team has to step up and explain what happened, how it happened, what is being done to make it right and what is being done so it will never happen again. Reputation management isn’t just about making sure the organization’s image appears intact during an issue or a crisis. It’s about doing the right thing and sharing that information consistently so the organization maintains a good reputation. Most people will support an organization that steps up, that is accountable and responsible, and that apologizes and explains what they are doing to make things right. It’s when they try to downplay their role, hide their mistake, “spin” their part in it or refuse to be accountable for their actions that things can go sideways fast.

I think the more business students know about public relations and the strategic role it plays, the better companies will respond to stakeholder and community expectations and to issues and crises. What do you think?

Share this article:
Read more

Each week, I get a little piece of wisdom in my inbox. It’s from Della’s Deck.  This engaging, interesting, well-written, smart as all get out blog provides techniques and tips to help you be a better communicator. Della’s Deck offers weekly communications advice to make life easier and more enjoyable. And it delivers.

Full disclosure here, Della Smith is a close friend, my mentor and she used to be my boss. However, she is also an incredible communicator. Della brings a strategic approach (believe me, she thinks like a CEO) and she combines it with realism (she knows what we go through as communicators), perspective and an in-depth understanding and consideration of human nature. Blend this with her knowledge of communications – including social media. Her tips and advice are relevant, timely and interesting.

The blog posts are shared in a way that allows her readers to take them and implement them immediately. They aren’t filled with corporate speak or bafflegab. They are relatively short, to the point and – I have to say – I have yet to read one that I didn’t relate to.

Check out Della’s Deck.

Share this article:
Read more