The WRITE Way to Get Your News Release Noticed (Part 3)

[This is the third part of this topic. Please read the previous post for context]

I've packaged the entire three-part series ("The WRITE Way to Get Your News Release Noticed") into a PDF article. You may request it from me and I'll gladly send it to you free of charge. And it contains additional/expanded information not included in the blog posts.

There are some who say writing is a talent, and others call it an art. While not everyone can write like Alcott, Steinbeck, Faulkner, Tolkein or Angelou, the basic principles of writing can be learned. However, whether a natural talent, an applied art form or a learned skill, it’s essential that writing be done well or your efforts will be undermined, even ridiculed, by those you’re trying to impress, influence and inform. It’s difficult for a great story to overcome a bad news release.

Tell the truth. This should go without saying—but never (never, NEVER!) lie in your news release. The purpose is to report news, not make it up. On this same note, don’t exaggerate either. (That’s just creative lying!)

Skip the Sales Pitch. It’s almost a given that a news release that tries to sell or advertise will be tossed. Avoid cheap, over-used advertising words, such as “one of a kind,” “greatest,” “breakthrough,” “state-of-the-art,” or “best in the world.”

Look Carefully at “Quotes.” Traditionally, a news release has included an innocuous quote, usually from the organization’s leader (CEO, President, etc.). Sometimes, there are several quotes, either from the same person or other people within the organization.

Quotes in a news release are a problem--too many, too long, cliché and usually needless. I’ve had numerous opportunities to sit on panels with journalists and they universally say that quotes are not important to them. (They are important to the CEO, which is why we get pressure to include them) Personally, if I have to include a quote, I make sure it adds information that’s not already in the release.

Size Matters. Ideally, a news release should be 1 – 2 pages (never more than two!) and about 400 – 700 words. If you can't get your message across in that space, you should consider more than one release. Or give the basic information and then link to your web site for full details.

Don’t make misteaks…uh, Mistakes. Remember you are sending your release to writers and editors, who are notoriously critical. (You do know that editors look for mistakes for a living, right?) A typo in a press release or bad grammar (your vs. you’re; its vs. it’s) can label your company as “small-time,” no matter how big your news may be. Be sure to double-check facts, names, degrees, and dates to ensure that the release is accurate. (If you think releases are difficult to write, try writing a retraction or correction!)

Always run the spell checker before you send out your press release, but don’t use it as your only proofing method. Consider the following paragraph:

My pea sea has a built inn spelling checker. Cents I’ve never had a coarse in spelling, and I nead to dew my best, they or very helpful. It will make it plane when eye make a typing miss steak. It freeze me to concentrate on other matters and I just except that my computer is write. I’m sure yule agree how important that is because wee all no that reporters don’t have to much thyme to reed everything that comes across there desk four revue. Its sew much better too weight for you’re spell checker to finish, then send out thee release. If you want to bee a good rider, go out and by one fore you’re computer. They are grate. And when your threw, you can relax, knowing that even if ewe maid any miss stakes, the cheque will make it rite.

A spell checker would not find all the errors in that paragraph, so it’s a good idea to have someone else read the news release for errors and omissions. Another option is to read the release aloud —word by word—very slowly.

Provide complete contact information. The listed contact should be someone who’s available and capable of answering questions from reporters. Always include contact name, company name, full address, phone number, e-mail address and website URL.

Timing is everything. Before you send out a release, it’s good to know the deadlines of the outlets you are targeting. Daily reporters (TV and newspapers) usually have deadlines for breaking news, but they may also be working on features up to a month in advance. Magazines typically close their editorial content about two months in advance of the issue date. Radio,
television and electronic journalists run short, timely stories based on breaking news.

Bring it to a close. The standard way to end a news release is with the symbols “# # #” centered after the last paragraph. You might also want to include a “boilerplate”—a brief company summary to help establish your expertise, such as products or services, location and years in business. (Again, visit my web site and check out the boilerplates on some of the releases I’ve done.)

Target to the correct person. Don’t send your new hire announcement to the religion editor. (Unless of course, you’ve just hired a new Pastor, Priest, Shaman or Rabbi.) The newspapers fashion reporter is not interested in your company’s 25-year anniversary and the sports anchor on your local TV station doesn’t want to hear about the latest sales figures. And don’t send a news release about being awarded a new contract to the entertainment reporter. (They won't find it...entertaining!)

Hit SEND. These days, no one mails news releases (Sorry, USPS) and very few media outlets want to receive a fax; send your release by e-mail. Cut and paste the release from your document and put it into the body of the e-mail. Don’t attach the document; everyone is wary of email viruses these days, including editors and it might block your message. I recommend having no attachment, which would include your logo in the body of the e-mail.


Can you think of something else that helps make a good news release? I welcome your thoughts, insights, comments or questions. I would especially like to see hear some of your experiences.


To leave a comment, click on the Callout icon at the top of the page.

The Write Way to Get Your News Release Noticed (Part 2)

[This is the second part of this topic. Please read the previous post for context]

In our last post, I discussed some of the issues of formatting a good news release, along with the need for a strong headline and lead paragraph. As we continue looking at the HOW of writing a news release, let’s now look at some elements related to content. It’s sometimes possible to have wonderful story, but it gets bogged down in needless verbiage. (Aren't you glad bloggers never do that?!)

Leave your jargon at the office. Every industry has their own lingo, technical terms and acronyms. I've worked with many kinds of people and organizations (tech, medical, religious, marketers, industrial, etc.) and they all have their own vocabulary.

Those IN your industry will know the meaning, but it can be confusing to outsiders...and that includes the media. (Not the ones you want to confuse with your release, right?)

I've read news releases with the medical vocabulary of a med school lecture or with so much technical terminology that it sounded like the dialogue of a Star Trek episode. That doesn't communicate with the average reader. Don't attempt to dazzle editors with your industry knowledge, just tell your story.

Extreme (fictitious) example: “123 Software Company, an InformationBuilders company and market leader in middleware that accelerates e-business initiatives through the rapid integration of complex back-office systems, and 123 Global Technologies, a middleware company, today announced an OEM agreement to develop and market a joint e-business integration solution for complex enterprise environments.” (My response = "Huh?")

Employ the Accepted Writing Style. This is not a biography and definitely not an autobiography. Don’t use "I" or "we" unless it's in a quote. Slang is not a good idea either. And most journalists want the Associated Press style of writing (AP Stylebook), which has specific rules about numbers, abbreviations, grammar, punctuation, etc.

Say it simply. Again, it's easy to fall into the trap of wanting to impress those who read your release, so you pull out those "five-dollar words." (e.g., We don't sweat a lot, we have hyperhidrosis. It’s not male pattern baldness, it’s androgenic alopecia versus. We don’t turn on our laptop, we power up the device. The pastor doesn't explain the Bible verse, he exegetes the original text.)

And sometimes, we get a bit wordy: “at the present time” is used instead of now; “at a later date” rather than just later. The simple word about becomes “with reference to.” “Please do not hesitate to call” could be reduced to please call and the four words “in the event that” could become the tiny word if. This is where restraint (or tough editing) is crucial.

Here's an answer to the very simple question "Where's the product I ordered?

“We are currently in the process of consolidating our product range to ensure that the products we stock are indicative of our brand aspirations. As part of our range consolidation we have also decided to revisit our supplier list and employ a more intelligent system for stock acquisition. As a result of the above, certain product lines are now unavailable through our website, whilst potentially remaining available from more mainstream suppliers.”

In other words: we don’t have that item in stock!

Skip the over-used phrases. I cannot tell you how many releases I’ve read where the quote (usually in the second paragraph, typically from the CEO/President) tells me how “excited” they are about whatever it is they are announcing. Obviously, if you weren’t excited about it, you wouldn’t be promoting, but that doesn’t mean you have to include the cliché phrase. The same would be true about other popular business-speak clichés. (e.g., cutting edge, best practices, bottom line, dominate the industry, win-win, game-changer, raise the bar, or doing anything “outside of the box.”)

If you’d like a more complete of business clichés, check out this site I found: The Encyclopedia of Business Clichés. Use it as a TO DON’T list for checking your release.


HELPFUL HINT: To avoid lingo, jargon, clichés and over-inflated terminology (i.e., big words), consider having someone outside your industry read the release to see if they understand it. If you aren’t familiar with AP Style, you will definitely want to have someone read it before you send it out. (You might also think about hiring someone outside your industry write the release for you. Like say…oh, I dunno…a PR Consultant.)


We will continue this topic in our next entry. I welcome your thoughts, insights, comments or questions. I would especially like to see hear some of your experiences.

To leave a comment, click on the Callout icon at the top of the page.

The WRITE Way to Get Your News Release Noticed (Part 1)

We’ve discussed various aspects of news releases: the WHY (benefits/rewards) and also the WHEN (occasions/reasons). Now, let’s begin to look at some of the specifics of HOW:

Style counts. While it’s true that good content is essential, it’s also important to realize that if your news release is hard to read, it might not get read! (And we don’t write news releases just for the writing exercise…right?)

Here are a few tips I’d offer to design your news release for easy readability and to enhance legibility:

• Stay with the traditionally accepted format for a news release. If you don’t know what that is, find out. There are many sites on the Internet that can help; do a search for "news release" or "press release." (You can also visit my web site and look at some of the releases I’ve done to see the standard, basic format.)

• The headline should be in Bold, but avoid ALL CAPS. (There is an old school method of writing news releases that had the title/headline in all caps, but not only is it difficult to read, but in “’net speak” you are yelling at the reader.)

• Go with a single, standard font throughout the entire release. Don’t use "cutesy" fonts or type the release in italics (or script) because that’s hard to read.

• Keep the background plain, with a black font color. (I’m assuming no one uses actually paper these days, so know that this refers to the background on your electronic document and your email.)

• For the main body of the release, use an easy-to-read font size: at least 11 points, but preferably 12 points. (Sometimes, it’s tempting to use a smaller font to keep the release to 1 – 2 pages, but that hinders readability…which is not the goal!)

• The boilerplate (we’ll discuss this in a later post) can be done in a smaller font, but I still don’t recommend anything below a 10-point font.

• There’s no need to double space your release, except between paragraphs. (Again, some older formats liked to not only double-space the content, but also to center it. It’s my opinion this make the release harder to read.)
  

Grab their attention. The average news outlet probably gets hundreds of news releases every day and most are trashed because of the headline. Craft an interesting, appealing headline (and an email subject line) to convey immediately why this news is important to them and their audience. (Hint: They are less interested in why it's important to YOU!).

To make a news release seem more powerful, or urgent, or important, some will use lots of exclamation points. But take my word for it: if your headline isn’t interesting, punctuation or special effects won’t change that. (It’s just dull…emphasized.)

First Things First. In standard news release format, we use what’s known as the “inverted pyramid.” (Visualize an upside-down Luxor Hotel.) The most important information goes in the first paragraph of the release and the least important information goes last. If that crucial first paragraph doesn’t get their attention, the details of your message will likely be lost.

The lead paragraph should include the traditional who, what, when, where and how of your story. Ideally, a reporter would have everything needed to make a decision on whether to move forward on your news release.

The opening paragraph is not the place to tout your organization, to tell why your new product is the best in decades, to invite people to your new location or to promote your new service offering. I like to use this valued space to tell a pertinent story, give a strong fact or statistic, make a bold statement or present a problem.



We will continue this topic in our next entry. I welcome your thoughts, insights, comments or questions. I would especially like to see hear some of your experiences.

To leave a comment, click on the Callout icon at the top of the page.

Yes, I have a problem with “No Problem.”

We’ve all heard those two words. In a variety of situations.

Ask a sales clerk if we can get the shirt in a different color. “No problem.”

Thank a waiter for filling our water glass. “No problem.”

Request the cable company customer service representative to upgrade our movie package. “No problem.”

Call me petty, but I think "No problem" is one of the most overused phrases in conversation. More than that, I believe it’s one that needs to be discontinued...particularly when we are relating to our clients/customers.

Think about it: when we break down the phrase, it's two words that we really don’t want to use with our clients/customers: “No” and “problem.” Regardless of the intention of the one using this phrase, it’s negative in its essence. Our customers don’t want to be told NO and they don’t want to think of their requests as a PROBLEM.

Why not consider a more positive approach, with a more positive answer

We ask a sales clerk if we can get the shirt in a different color. “Absolutely, let me help you find it.”

We thank a waiter for filling our water glass. “My pleasure. Please let me know if you need anything else.”

We ask the cable company customer service representative if we can upgrade our movie package. “I will be glad to help with that. Let’s see if we have any special packages.”

Customer service is always important. In this economy, it’s imperative. Good customer service is one part of a successful PR program. So skip “No problem.” Let's tell our customers YES and find a SOLUTION.

No problem.

You’re welcome!

Am I being too petty? I welcome your thoughts, insights, comments or questions. I would especially like to see hear some of your experiences.

To leave a comment, click on the Callout icon at the top of the page.

May I have a Can of PR, please?

Apparently, it’s possible to put almost anything in a can.

[Pictured: Cheeseburger in a can; Cooked Whole Chicken in a can]

Obviously I didn’t include these taste-tantalizing (??) photos to hawk a new line of canned products. I show them to make a point: in my opinion, canned is not always the way to go! Though I certainly appreciate the appeal: they’re convenient and simple to store. Ready-to-open and use at any time. Very little fuss. Quick and easy. (I’m not endorsing these products. Personally, I have not…and probably would not…tried them.)

When I first saw these products, it made me think of some of the requests I get from those wanting professional PR services.

Send a release. Too often when people think of “doing” PR, the first thing that comes to mind is: “Let’s send out a press release.” That’s the canned mentality of what PR is and how to do it. It doesn’t take long to search the Internet and find many sites that will provide fill-in-the-blanks (i.e., canned) news releases. And while it’s true that this might be a good way to learn about the basic format of a standard news release, it does miss an important point—there’s nothing standard about your company! And trying to standardize PR misses an important element—personalization.

Note: I'm firm believer of the power of a well-written, well-placed news release. We’ve spent several previous posts discussing the WHY and WHEN of sending out a release, and in the future, I will details the HOW. But as I’ve made clear: I just don’t want PR to be equated with “press reeases.”

One Size Fits All. We’ve all read those wonderful stories of a company that effectively used PR to get noticed. We know about “buzz” and have seen those cute videos (like the dowdy British singer) that no one can resist sending to everyone on their e-mail list. What company wouldn’t want everyone in the country talking about them and their services with that kind of enthusiasm? So too often, when a company contacts a PR professional, what they want is something they’ve seen happen to others. But that’s viewing PR as a canned concept. And it’s not easy to tell a client (or a potential client) that what worked for one organization, in one place, at one time, probably won’t work for them.

Send me a Plan. I regularly hear from potential clients who want me to send them a PR Plan so they can evaluate what I intend to do for them. In other words, they would like a can of PR. And while I understand the need to justify the expenses of hiring a PR Consultant, I have to try and let them know the misleading notion of that approach.

First, I accentuate the reality that their organization is unique. The needs of their organization—strengths, problems, potential and possible dangers—are not like those of the company down the street (or across the country). Their community is different. The media covering their area has unique interests. In other words, (repeating myself) their company or organization is not like any other!

I also share with these potential clients the need for targeted research. No plan can function properly or perform successfully without knowing as much as possible prior to execution. We need to know their market, their audiences, their successes, strengths, weaknesses, etc. We must study statistics, competition, history…any source necessary to gain the most information to build their plan.

On the flip side, since I do understand their desire for the information needed to make this important decision, I do let them know that there are typical stages to the planning, organizing and executing of a successful PR/Publicity campaign. I even have a prepared document that outlines these basic processes. But throughout the initial negotiation, I continue to highlight my desire to give them the personalized service and attention they deserve.

I suppose it would be nice to have a can of PR. (Or Microwave PR, Instant PR, Sanka PR, or PR in a Box) But it just doesn’t work that way. I see PR as “personal” relations. It’s taking the needs and goals of YOUR business/organization and putting together a plan…for you.


I welcome your thoughts, insights, comments or questions. I would especially like to see hear some of your experiences.

To leave a comment, click on the Callout icon at the top of the page.

When to Send a News Release? (Part 3)

[This is the third part of this topic. Please read the previous posts for context]

This will finish our discussion of WHEN to send out a news release. It’s important at this point to mention that not every media outlet will pick up all of your releases and not all of them will be interested in what’s going in your organization. Some of the ideas we’ve share are more likely to get coverage in a smaller market. (In other words, if you’re company is hosting a seminar for local students, you probably won’t get the Wall Street Journal to pay much attention. But you could definitely interest your local TV station, student newspaper or business journal.)

With that said, let’s look at these Reasons to do a News Release (the final in my series, but by no means an exhaustive list of reasons):

* Tie in to a Trending Topic. When there’s a hot topic being covered in media, and you have some insight on the issue, that’s a good time to send out a news release. Perhaps you have an angle that’s not being considered, or you have specifics on how the issue is impacting an industry or the community…or your business. Do an opinion poll of your customers and get their feelings on the prevailing topic, then use the results for a release.

“Piggy-backing” on a news cycle is a great way to get some media attention.

Several years ago, while watching the 10 pm news on April 15th (can you guess the main story?), a reporter was standing outside the main post office, interviewing folks coming in prior to the midnight deadline. In the background was the distinctive uniform for a pizza company. The reporter walked over and interviewed the pizza guy, who said the company name and informed that they were there giving out free pizza to the postal workers and the weary taxpayers. Great community relations (PR) and excellent publicity! Kudos!!!

Speaking to or making a comment about a current controversy can get you and your business some coverage. When I worked for the American Heart Association, (as morbid as it sounds) we were always ready to send out our message when a celebrity suffered a heart attack.

There is a word of warning though. (Several words, in fact!) Make sure you are expert enough to actually address the problem. (Just being upset is not a valid reason.) Make sure it really relates to your business, that you have some tangible information/insight to share or that you have some kind of valid relationship to the issue/problem.

When Michael Jackson died, a news release went out with the glaring headline: Did Michael Jackson Die From Toxic Fat? Turns out, the release was promoting a book about the dangers of toxic fat. The release admitted that Jackson didn’t die of toxic fat, but went on to hawk the doctor, his book and invite reporters to schedule him for interviews. Results: The tacky approach made the rounds among journalists and PR folks (Go, Twitter!) and landed on several sites as an example of how NOT to do it! (Lesson: Ridicule is not the desired kind of publicity you want!)

* Highlighting Philanthropic activities. Are you donating a day’s receipts to a local charity? Holding a canned food drive for a food pantry? Building a house for the homeless? People like knowing that their local businesses are involved in the community. Send out a news release. If your CEO or President is on the board or giving a lecture to local philanthropic group, that’s a good opportunity not only to inform the community, but to position your boss as an expert. If one or more of your employees participate in a fundraising event (walk, run, bike), that’s a reason to not only promote your organization, but to recognize the good work of those team members. (PR is also about your staff!) If you award grants, send out a release, and include the nature and purpose of the grant. You can send out a release when it’s time to apply and when it’s rewarded and how it will benefit others.

* A Human Interest story. If you’re organization is hosting a charity event or if your company is one of the sponsors of a charity event, that’s a reason for a news release. The retirement of a longtime employee is also a reason. If one of your team members just hiked to top of Mount Everest (or some other major accomplishment), you should send out a release.


If you read back over all three posts, you’ll find that I’ve included more than 50 reasons to send out a news release. [Yes, I could have just given them in a list, but….well, that would be a bit boring. No one wants a boring PR Consultant!]

There are many reasons to send out a news release. (One of my readers sent me her list and it had nearly 90 reasons! Thanks!!!) If you’re not sure whether to write a release, consider calling a PR Consultant and ask. They can be objective. And they will also be able to help you write the release and get it out to the right media. (Yes, that was another shameless plug!)

One final note: Not only are all these valid reasons to write and send out a news release, they can also serve as a TO DO list for your business/organization. Think of them a “blueplan” for action. If you want to get some publicity, why not consider doing some of the things we’ve discussed…and then write a news release? (Or hire a PR Consultant to do it for you. Oops, so sorry!)


Coming up in future posts, I will cover some of the logistics of writing a good news release. Until then, as always, I welcome your thoughts, insights, comments or questions. I would especially like to see hear some of your experiences.

To leave a comment, click on the Callout icon at the top of the page.

When to Send a News Release? (Part 2)

[This is the second part of this topic. Please read the previous post for context]

Because I’ve been in this industry for many years, I’ve certainly seen many news releases (and written hundreds of them) about a wide range of topics. Of course, I’ve seen some that made me wonder: why send out a release about that? But more than anything, I've worked with companies/organizations, clients and individuals who drag their feet when they really should be sending out a news release.

We’ve already talked about a couple of reasons, now consider these additional Reasons to do a News Release:

* A Milestone has been reached. Maybe your business has an anniversary. (One year in business? Ten?) That’s a reason to send out a news release and to talk about what you do at the same time. Look at long-term employees. When someone has been with your organization for a long time (e.g., 20 years), that’s a valid reason to consider a news release. (And it says something about your organization—a reason to boast!)

Any momentous accomplishment within your company can merit a news release: reaching a significant sales goal (making money at all in this economy might be considered a milestone…but that’s an issue for another blog), completion of a major project, the number of employees on staff or customers served (Hey, McDonald’s does it!).

* Important Information to share. It’s very possible that you know something that would be beneficial to others—perhaps customers, or others in your industry or (hopefully) reporters. That’s a great reason to send out a news release. You might have insight on a current hot issue or can tie into seasonal topics.

When I was doing PR for an emergency medical provider, I would send out a release at Halloween with safety tips, and at Christmas I did a release about avoiding hazards. (Falling off the roof can just ruin your holiday celebration and getting an electrical shock putting up the tree is only funny in the movies!) Those releases not only got coverage, they led to more coverage on other topics. The media learn who they can count on for good, pertinent information.

If your organization has done a significant study or research, use the results in a news release. (Make sure you focus on the practical application of the results, so others will find it useful. Unless you're a geek or an accountant, hard data is boring!) If you don’t have that kind of information, consider doing a survey or opinion poll with your customer base and use those results to address a useful topic.

One year, during a very heated national election, I did a survey of businesses who specialized in making items such as bumper stickers, buttons, and other promotional products. (I was working for the trade association for that industry at the time.) We asked what trends they were seeing—what the candidates were buying to promote their message. It was a very informal poll, but we put the results in a news release and got media coverage all over the country in additional to national exposure on a major news broadcast.

* An Educational Opportunity. Many organizations offer valuable seminars or workshops, either to industry professionals or to the general public, which is an opportunity for publicity. If your CEO or one of your executive team members is giving a speech or teaching a class, that’s also an excellent time for a news release. If your leadership has attended a useful workshop or training opportunity, that's a good time to send out a news release.

* Extending a Special Invitation. A news release is a good means of inviting the public to your special event: the start of a contest, an Open House, a milestone anniversary, the dedication of a new building, product rollout, etc.

Warning: make sure it’s special “enough” to warrant a release. Which means it’s not just special to you but has meaning to those outside your organization. (The newly decorated CEO's office probably wouldn't qualify as special, except to the CEO and the decorator.) You wouldn’t want to risk getting a bad reputation with reporters for wasting their time with something that is not newsworthy. (e.g., Most reporters I've talked with over the years do NOT like ribbon cuttings. They don't see that as "special." Now if Brad Pitt is cutting the ribbon, that might be a matter for consideration!) Before you send out a release, ask yourself: is this something I would care about if it wasn’t about my organization? Be honest!

By the way, this is a good reason to consider a PR Consultant, who can offer an objective perspective on newsworthiness, as well as help you craft the news releases in an interesting, informative manner. If you can't think of reasons to send a news release, your PR Consultant can help. (How’s that for a plug?)

I handled PR for a large local charity and the organization was undergoing a major renovation/expansion in order to provide more services to the community. At one point, we reached a stage in the construction where a new entrance was almost complete. So when the contractors poured the new concrete landing, we had all the employees sign their name in the wet cement and invited the media to help us commemorate the progress.

We will continue looking at more reasons (WHEN) to send a news release in our next post.

I welcome your thoughts, insights, comments or questions. I would especially like to see hear some of your experiences.

To leave a comment, click on the Callout icon at the top of the page.

When to Send a News Release? (Part 1)

Though the news release might be the most recognized aspect of public relations, I still find many business hesitant (or resistant) to utilizing them. “We don’t really have anything important enough to send out in a news release,” they will say.

The inherent thinking seems to be that unless the news is dire (the CEO just skipped the country in the company helicopter) or earth-shattering (the sales this year were enough to hire Donald Trump as our HR Manager), there’s no need for an announcement to the media.

However, if you look around your organization and give it a little thought, I’m certain you can come up with some valid reason to send out a news release, at least to your local media.

Consider these Reasons to do a News Release:

* Something New to announce. Obviously, buying a new printer for the Intern is not newsworthy, but starting a new business certainly is. A new product or service are also valid reasons to send out a release. Perhaps you have a new website or some new advance in your industry. Have you changed locations, expanded or merged with another company? Maybe you've just signed a major client or big contract, or partnered with another organization for collaboration on project. Have you brought in new executive leadership (CEO, COO, President)? Has one of your key staff member received a recent promotion? Did you retain the services of specialist (For example...a talented PR Consultant to help with your news releases?) for a particular project, event or to better equip your organization for the future? Those are all good reasons for a release.

* Special Recognition is involved. If` you, your organization or someone in your company receives a recognition, that’s a reason to send out a release. Was your business acknowledged for community service, fundraising for a local charity or for a special contribution to your industry? Did your CEO or Executive Director receive an award for leadership, for service or were they honored by your industry? If so, send out a news release. Success is a valid reason to share, so speak up and tell to the world. (BTW, you can even send out a release when you or your company is nominated. As we all know from watching the Oscars, “it’s an honor just to be nominated.” So...share the honor.)

Moreover, if your company chooses to recognize someone for an accomplish, that’s a reason to send a release. Do you award grants? You can send out a release when the grant is offered and when a recipient is chosen. Did you have a contest winner? Promote the contest when it begins and then publicize the person who won. Has one of your sales associates exceeded a goal? Do you give out awards for longtime employment or honor "green" suppliers? Do you provide scholarships or has one of your employees received a scholarship (especially within your industry)? Those are valid reasons to consider sending out a news release.

Almost every industry has some kind of credentialing process, whether it’s called certification, licensing or accreditation. (In the PR industry, it's the APR--Accredited in Public Relations and it's a major accomplishment!) When someone in your organization successfully completes that process, it should be applauded. Send out a release.

There are more reasons to send a release, so we’ll continue this discussion in our next post. And as always, your thoughts and insights are welcomed.


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A Bad Economy Demands Great PR

I was asked to be the "Guest Blogger" on Linda VandeVrede’s PR Strategy Blog. I was honored, since I read her blog myself as a resource.

Linda and I “met” through Twitter and have such fun exchanging PR ideas and talking about our families. She's the author of the wonderful book “Press Releases Are Not a PR Strategy.” And you have to know that I love that title, since I say the same thing over and over here in my blog and when I teach/speak about PR.

Click HERE to see what I shared on the topic "A Bad Economy Demands Great PR."

Why Send a News Release?

Probably the most well-known aspect of public relations is the Press Release, which informs existing and potential customers about your company—its successes, activities, new products and services, upcoming plans, or personnel or organizational changes.

(Note: Though Press Release is the most widely known term, Media Release or News Release are now gaining popularity, and are technically more accurate, since media today is more than just “press.” There’s TV, radio, online, blogs, etc.)

As we’ve pointed out previously, there’s more to public relations than press releases. However, when done correctly—with forethought, planning and skill—a news release can go a long way in fulfilling PR goals. When the media picks up your news releases, wonderful results can be accomplished. Consider the following benefits of a well-planned, well-placed news release:

Promotion and Publicity: Whether you are starting a new business, adding a new product line, hosting an event or bringing on a new CEO, a news release is a good way to promote your business. Even if you’ve been in business for many years, you still want to keep your name (your products, your services) in front of the public.

Build your brand: When consumers (e.g., potential clients/customers) sees your business name being mentioned regularly in the media, they are more likely to remember it the next time they are need your products/services.

Consumer information and education: One of the best ways to get important information about your company and/or your products publicized is through news releases. Your message will give your target audience a better understanding of who you are and what you have to offer.

Inexpensive way to get publicity: Marketing and advertising cost money. Sometime, to reach the audience you want to influence, it can cost LOTS of money. When you send out a news release and it’s picked up by the media, you’ve gotten a very cost-effective way of getting out your message.

Credibility to your message: Take out an ad in a newspaper and you reach an audience with your message. However, when a media outlet writes an article or does a news report based on your news release, you reach an audience with what amounts to a third-party endorsement. It adds greater credibility when someone else is telling your story. And think of the money you saved as compared with the same amount of coverage from placing an ad.

Image, reputation—and business: Obviously, most people only send a news release when they want to share good news—successes and accomplishments. But remember to send a news release when you have a new product to introduce. Write a news release when you participate in a charity event or take a leadership role in a community project. These kinds of announcements will help increase your reputation among those who read and hear about you. In turn, the more people know about you, the more they hear about you in the news (in a good way, of course, don’t forget Enron) and the more your reputation increases, the more business you’ll get.

Drive traffic to your web site: The more you position yourself and your organization as a source for the media and develop a reputation as an expert, you will have people visit your web site for more information. News releases that are done with a view toward Search Engine Optimization (SEO), the more your name and web site will come up in online searches. (Again, that’s more business.)

What do you think of these benefits of a news release?
Do you see them as valid?
Would any/all of them be valuable to you and your organization?
Can you think of more?

In our next segment, I’ll share some of the occasions or reasons (i.e., When?) to send a news release.

The Noises Preventing Communication

[NOTE: This is the second part of a discussion on "Components of Communication." Please read the previous post for context]

Imagine. You’re at a concert of your favorite heavy metal, head-banging rock band. (It’s a stretch for me, since my tastes run more toward what is now considered “oldies.”) The auditorium is filled with thousands of other rabid fans as well. The band is doing their final number, riffing on their biggest hit. The lead singer is screeching what resembles a musical note. The guitarist is off in his own world, slapping the strings like a angry man, while the drummer is banging with abandon. The keyboard player is sweeping up and down the scales in a manner that would cause my piano teacher a stroke. Of course, the multitudes of fans are loving it…and their emotions are demonstrated with screaming, shouting, clapping and stomping.

At just that moment, your cell phone rings. Do you take the call? Probably not…because all the noise in the room would prevent any real communication with the caller.

When most people think about noise, that’s the image. It’s audible interference and it hinders real dialogue--something like trying to carry on a conversation in a crowded restaurant.

But in the “Principles” and Processes of Communication, noise can be more than audio. Consider this:

Earlier this year, I went to a local theater to see the new “Star Trek” movie. (Yes, I’m a geek and a Trekkie for many years.) Throughout the first 15 minutes of the movie, a young man two rows in front of me would repeatedly turn his phone on, I assume to check or send messages. Each time he did, the light of the phone’s screen would pull my attention from the movie to where he was seated. I finally had to get up and ask him to stop. His activity and the light on his phone was “noise” that kept me from concentrating on the movie. (And at the prices of movie tickets these days, I was not going to sit quietly in my seat.)

Noise is not just what we hear; it’s not limited to audible background sounds like motorcycles on the street, the crying baby in the theater or the volume of the TV. Noise can be any kind of distraction that keeps the listener from listening to the intended message.

* Visual noise. It’s difficult to listen to someone when there’s lipstick on her teeth or to focus on the speaker’s message when his fly is open. In the same way, a page that has too much text, too many pictures, etc. can be visual noise preventing communication. (I compare it to the difference in Facebook, which can be visually noisy and the new Facebook Lite, which is much easier because of what was left out.)

* Internal noise. The person to whom I’m speaking could have lots of other issues going on—internal conflicts, personal concerns, mental distractions. Those could prevent them from “hearing” my message. This would extend to personal issues like race, gender, weight, sexual orientation, etc., and many companies have learned (the hard way) that flippant messages can offend in these areas.

* Sender noise. As the person talking, I certainly don’t want to be the source of “noise,” doing something that would distract from communicating with them. If I talk too loud, I might get their attention but probably won’t communicate. When I speak really, really fast, I might give the impression I’m trying to hide something. (Like those “disclaimer” messages at the end of some car commercials. The announcer talks so fast that I can’t understand, but what I perceive is that there’s things they don’t want me to know…so they say it really fast.) If I talk too slow or too soft, I encourage my listener to tune me out.

Another noise factor is body language—those messages we send with our bodies, whether intentional or not—such as facial expressions, gestures and the way we approach the listener. In Western culture, for example, getting too close to people’s face while talking is considered intrusive. If I constantly point at them with the index finger, I may send a different message from what I intend. If I frown while talking, I say much more than the words I use, unless I am discussing my latest stomach distress.

I go back to our original premise: communication is more than just one person speaking and another person hearing. Much can get in the way of understanding, which is one of the primary goals. Knowing some of the obstacles can improve not only our message, but our methods.

“To effectively communicate, we must realize that we are all different in the way we perceive the world and use this understanding as a guide to our communication with others.”
--Anthony Robbins, Business Leader

Components of Communications

George Bernard Shaw said “The problem with communication...is the illusion that it has been accomplished.”

Those who study the practice of communication have developed many principles that give us great insight into the methodology of effective communication. Let’s look at some of them in hopes of improving our processes and the results/outcomes.

Note: For the sake of this discussion, I’m mostly using the spoken form of communication, but the principles would apply for any method, spoken or written/printed.

* It’s not all about me!

It was the American philosopher Henry David Thoreau who said, “It takes two to speak the truth: one to speak and another to hear.”

Communication begins when I (what experts call the “Sender”) have something to put into a form so another person (aka., the “Receiver”) can hear and understand me. I must now determine the best method (or “Channel”) to get my message to them. Not every method works for every message, every situation or every person.

Examples: If I speak German and you don’t, then talking might not be our best communication channel. If I send you an e-mail, but you don’t have a computer (or an Internet connection), we have not communicated. If I’m in New York City and you are in Tampa, a chalkboard wouldn’t be our best method.

But beyond those extreme examples, it’s possible to speak the same language and still not communicate. I may be talking about a “plane” (i.e., airplane) to a carpenter, who is thinking of a tool used to smooth out wood. A clairvoyant can talk me about being on another plain, and I would be still be visualizing the mode of air transportation while the clairvoyant is talking about an alternate reality. By sound alone, the words are the same, but the meanings are vastly different. (We call them “homonyms,” which is not songs sung at a gay church, but words that sound alike but have different meanings.)

* Do I need a Decoder Ring?

The way I communicate is called encoding and those who hear will decode what I say, based on their own understanding of the words, the language, and lots of other factors (as we saw above). Many people try to impress others with their vocabulary or a commanding grasp of technical jargon. If the goal, however, is to communicate rather than impress, we must learn to choose our words carefully. We will want to use words hearers will understand and relate to their situations. As a PR professional, I work with those who do media interviews and one the key points I make is to use words that viewers can understand.

* Hearing is not Listening; Listening is not Understanding

But it’s not just about me talking/speaking. Other people must “decode” (i.e., interpret, translate) my message, using a wide variety of criteria, including their understanding of my chosen language and their concept of what my words mean and their sense of decorum. That’s why it’s so important to use words appropriate to the subject, person and situation. BTW, communication specialists point to this as the concept of commonality.

Example: Expletives may have a place in some circumstances and with some folks, but they can quickly shut down further communication in the wrong situation or with a person whose view on the use of profanity is different. For example, if you are talking to my mother—a woman from the old south, with a mentality of a Southern Lady—and you use course language, she will deem you as crude and crass. She will be polite, but be assured, she is not listening to you. The lesson: if you plan to interject these “colorful metaphors” into conversation, make sure you know the predisposition of the one who’s listening.

The listener will also use my tone of voice, my volume and the speed of my talking to try and understand what I mean. In addition, most people translate using personal, cultural and internalized factors, such as their personality, their own prejudices, mood, etc.

Part of the challenge of good communication is finding the right vehicle to communicate the message to the targeted audience. It’s matching channel with the audience. If we want to get a new directive to our employees, an e-mail might be the easiest channel, but is it the best way? For many years, the accepted means of reaching potential clients has been advertising, but that’s casting a broad net. Is there a better way to reach a specific audience?

Next, we’ll look at some obstacles of good communications.

And they might not be what you expect!

Why You Need PR

Many people think that if their organization isn’t having major problems, there’s not a need for public relations. There’s also an assumption that if nothing good is going on in an organization—like being involved in a charity event—public relations is just an added expense. It’s the mistaken belief that we only need PR when there’s a crisis or when we have something new to report. For that reason, Public Relations is rarely seen as essential as other “accepted” organizational necessities, such as HR, customer service, sales, etc.

The question is not DO you need public relations, that’s a given…and I’m not biased because it’s my career. Every company, every organization, indeed, every individual needs good PR. (Note: My actual presupposition is that you already have PR; the issue is whether it’s “good” PR or “bad” PR, in terms of process and results.) The long-term benefits of good PR are worth the investment of time, energy and resources (this is by no means an inclusive list):

* Public Awareness. One of the goals of a PR campaign is to get folks talking about you, your company and your product/services. If you want to get your organization noticed, PR can help.

* Increase Revenue. There are some who are timid about promising that PR will bring in more clients. But why? When PR builds awareness of your organizations, an upsurge in interest in your products/services should follow.

* Rebuild/Restore/Reverse. Sometimes, the issue is not that people aren’t talking about you, but the fact that what they are saying is negative and/or detrimental. To ignore the problem will not bring a solution, any more than an ostrich sticking its head in the sand. PR can give them something positive to talk about.

* Publicity/Visibility. As Bonnie Raitt sang, “Let’s give ‘em something to talk about,” the role of PR is to promote you and what you do. In short, as we saw in a previous post, you want people talking about you and your product/service. If you sell products, you want people talking about you. You also want people talking about you if you’re a charity and need volunteers, have a fundraiser coming up or want to increase donations.

* Reputation. This is what others think about you and it’s the role of PR to position your organization as a trusted, valued brand and to elevate your company/organization to a respected member of the community. (This could also be called Image Management or the common term “branding.”)

* Employee Relations (Recruitment/Loyalty). With good PR, you can make your company a place where people want to work. You can build an organization where your staff is proud to be part of because they know they are valued and appreciated...and rewarded for their hard work. And with the cost of replacing a team member, this can be very cost effective.

* Goodwill. Promote goodwill with your clients/customers and set you apart from your competitors. You can win coveted awards and garner recognition. Your reputation is enhanced when people see you as caring, concerned and involved.

* Credibility. When you place your message in ad (on TV, in the newspaper or on radio), those who read it know it’s what YOU paid to say. When a reporter talks about you/your organization, that carries more weight. With solid public relations, you can position yourself and your organization as an expert in the industry and the “go to” person for the media to call when they need information. Eventually, you can become the expert reporters call when they need a quote. And in return, those same reporters can become priceless advocates for you and your business, thus increasing your credibility all the more. (It’s a wonderful cycle)

And beyond that, when you begin to appear in the media—quoted in articles, on television, on radio—potential clients and customers will begin to associate you and your company as a leader in the field. Whether you are a public company or a private company, media placements—interviews on radio and TV and in print—increase your perceived worth, and the worth of your company, in the eyes of your customers, clients and your industry. All because of media exposure.

* Consistent Messaging. I've worked with organizations that put out many messages, in a variety of formats--brochures, Internet, letters, etc. And upon close examination, there is not a cohesion to what is communicated. With the help of a good PR professional (e.g., consultant) you can do a communications audit to make sure all you messages (everything from e-mail signatures to brochures to web sites) are consistent and presenting the best possible image for your organization.

* Crisis Management. No one wants to have a crisis and (unfortunately) most don't think it will ever happen to them. But it can and it does. If there’s a crisis in your organization, you will be able to handle it. With proper planning, you can help prevent a crisis.

Public Relations is not a magic formula that can fix any problem in your organization. But without a thoughtful, concerted, ongoing PR effort, you will miss out on these valuable benefits.

Can you think of other benefits of PR?
Do you have examples of how PR accomplished one of these benefits?
Please share with us.


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PR and Ethics…in the same breath?

Several years ago, I was working for an organization that was having some “image” issues. During a meeting with some business leaders, it was hinted (suggested!) that we post the positive results of an industry survey on our web site and encourage the media to report on the results.

The problem? There were no positive results. In fact, there was no survey!

When I pointed out the obvious (“Don’t you think it would be unethical to release fake results of a nonexistent survey?”) he quickly made it known—loud enough for all to hear—he was just kidding. But he also said, again loud enough for all to hear, “Wouldn’t you know it. Of all the Spin Doctors in the country, we had to hire someone with scruples!”

Ethics is a difficult subject because it is so…subjective. Opinions on this issue vary, and I’m not here to settle it once and for all. For many years, the issue of codifying ethical standards in the PR industry has been discussed, argued, adopted and revised by the national professional organization for PR professionals (Public Relations Society of America / PRSA). Today, the PRSA Member Code of Ethics covers almost eight pages and contains some wonderful ideals, with concepts and admonitions where PR practitioners are reminded that we are “accountable for our actions” and we should “respect all opinions and support the right of free expression” while we “build mutual understanding, credibility, and relationships.”

The PRSA Ethics principles are voluntary, but I do believe in these standards. In fact, I served as Ethics Officer for the Dallas PRSA Chapter board. In those times when I have a “red flag” or question about an issue, I always go back to the Code to seek insight and guidance.

So how does that work itself out in real life, day-to-day operations? First and foremost, I strive to uphold the highest ethical standards of the profession. I offer my clients the skills and expertise of 20+ years of experience. I supply all the energy and efforts needed to get the job done and I always maintain their confidentiality.

Beyond that, I have two primary, simple tenets that govern my practice—one deals with the clients I will represent and the other with how I will represent my clients.

1. There are clients that I won’t represent. Many years ago, I made a decision that personal beliefs and business ethics could not be separated. There are organizations (businesses, political entities, religious institutions, charities, groups) that are contrary to my core values, so I know I wouldn’t be able to provide them with my best work. They deserve the very best for the money they invest, and I deserve to be able to sleep with a clear conscience.

Side note: Not everyone agrees with this precept, and I feel fairly sure there will be someone strong reaction from PR colleagues to my opinions here. Recently, I took part in a small, informal, online Twitter poll. We were asked: Is it EVER OK to align yourself with person(s)/cause(s) with which you totally disagree? When the voting was done, the results were: YES (11) NO (20) MAYBE (4)

Not all the respondents were in PR, but it does show the contrast in opinions on the subject.)

2. I’m not going to lie. Dishonesty (active or passive) may advance the immediate needs of the moment, but in the long run, only damages the reputation of the PR professional and the profession. Not to mention, the deceptions almost always come to light, making the work of PR even more difficult and doing more (irreparable?) damage to the reputation of the organization. For me, it’s not worth the cost. Without truth, PR degenerates into meaningless propaganda and manipulation.

It’s not my place to be judgmental, and I recognize that my clients deserve my best efforts, but there’s the higher calling to the truth. I also acknowledge an ever-present tension in what constitutes truth or honesty—relative to the situation, the problem, the solution, the profession, the client…even the general public.

This dilemma is even seen within the Code of Ethics. On the one hand, we are called to be “faithful to those we represent,” then in the next phrase, we are also implored to honor “our obligation to serve the public interest.” We are called to the “highest standards of accuracy and truth in advancing the interests of those we represent” but we are also asked to “work constantly to strengthen the public's trust in the profession.”

But I think it means more than just not lying for our clients. Part of the Ethics Code encourage us to “provide objective counsel to those we represent.” That means I'm bound to be honest with my clients as well. In other words, I don't lie to them either!

On several occasions, I’ve had the responsibility of telling business leaders of a potential problems or advising against impending actions. Whether it’s welcomed or acknowledged, it’s the duty of the PR professional to tell the truth. (I chose to disassociate with one organization when it became apparent that their decisions—in spite of my counsel—would be unethical and potentially damaging.)

Obviously, this is not the forum for a thorough discussion of “absolute” versus “relative” or situational truth, but I do believe that in every situation, there is honesty. And regardless of the problem, in spite of the possible results and no matter the client, that should be our goal. Truth is not a currency we can afford to compromise, lest we shortchange the industry and forfeit our integrity.

I have (strong) opinions about the ethics and actions of some politicians, preachers and business executives. However, I can’t control what they do and how they do it. But I’ve determined to conduct my practicce by the sage advice my non-PR grandmother always gave me: (1) “You are known by the company you keep” and (2)“Honesty is the best policy.”


Please share your thoughts.

What do you think of a PR professional being selective about clients?

What is the PR professional’s allegiance to truth and honesty?

Should an organization expect a PR professional to do whatever is necessary to serve the organization?

How do we balance truth/honesty with the needs of a client?

To leave a comment, click on the icon at the top of the page.

Choose Your Words Sparingly!

Communication without words is telepathy. I doubt many companies can claim that as one their abundant resources. I’ve never seen it on a job description as a requirement. (I’ve regularly had to remind co-worker and supervisors that while I’m good at what I do, this trait was not on my resume. There are still times I probably need to remind my clients of this deficiency as well!)

Imagery is communicating with pictures. It’s an art form, but the effectiveness is legendary. (It even has its own “old saying” that we’ve all heard again and again: A picture is worth a thousand words.) It’s true! An image can send a clear message and stay with us for a lifetime. A Native American, with a single tear on his cheek as he looks at litter sent a powerful message many years ago. The firefighters raising the flag at Ground Zero still tugs at this generation’s heart they way the image of the soldier’s raising the flag at Iwo Jima did in 1945.

However, the majority of our Public Relations efforts and Business Communication will involve words! Moreover, to be effective it will require the right words. Remember, we want our message to impact and change, so our words should provide information, evoke feeling, touch the heart, challenge the mind and motivate action. The right words at the right time is a powerful combination. And in our last post, we saw the problems that can happen when we use the wrong word, particularly in a tense situation.

Because it’s that important, many people assume that piling on words is the answer—with more words, there’s a greater chance of connecting with the audience. But our message not only needs to be clear, it needs to be concise. We want to avoid words that aren’t needed—unnecessary adjectives (“new and improved”), verbose descriptions and redundant phrases.

Too often, because we work in a business environment, we want to appear…well, business-like in our communication. We take on a formal style, but results are more stilted phrases and extra verbiage. (Examples: “at the present time” is used instead of now; “at a later date” rather than just later. The simple word about becomes “with reference to.” “Please do not hesitate to call” could be reduced to please call and the four words “in the event that” could become the tiny word if) This is where restraint (or tough editing) is crucial.

Words have such power. What we put in is important, but so it what we leave out. Good communications, indeed Great Communication, is not how much is said, but how well it’s said. (Which probably means this should be a shorter blog post, right?)

Consider this:

* Lincoln’s Gettysburg Address is only 272 words.
* The Twenty-Third Psalm is less than 120 words
* The Lord’s Prayer is just over 60 words
* Our Constitution’s Preamble is 52 words

Whether it’s history, literature, entertainment or advertising, a few words can stick in our minds and impact our collective memories:

“Give me liberty or give me death”
“I regret I have but one life to give for my country”
“Don’t worry, be happy”
“Where’s the beef?”
“Frankly, my dear, I don’t give a damn”

We need powerful language to show the strength of our company or emotional words to show our compassion of our charity. We want words worthy of our message and our audience. We should be selective to employ those words which will work the hardest for our message.

Choose Your Words Wisely (the first time!)

As we’ve been discussing, the goal of good business communication (actually, all communication) is not just to “talk/speak,” but to inspire, to educate and to persuade those who hear our message. Ultimately, our goal is not just to give out good information but to change those who hear/receive our message—change the way they think, what they feel (attitudes) and ultimately, how they act (behavior). And in many instances, we will need to use our words to change a difficult situation.

Our communication should be careful to avoid confusing words, and especially words that could offend. Recently, we saw an example of an organization trying to recover from a very public mistake and the choice of one unfortunately word not only made the matter worse, but escalated the bad publicity.

The Valley Swim Club, a private swim club in Philadelphia had an incident where a large group of black day camp children were admitted to the pool. The local day camp had paid nearly $2,000 for the campers to be allowed to swim. But a parent of one of the campers noted that when the black children entered the pool, most of the white children exited. At that point, the pool attendants stepped in and asked the daycampers to exit the pool, announcing that the Swim Club did not allow minorities in the pool and informed the group they must leave immediately.

Of course, the media heard of the incident. The story was repeated hundreds of times on Twitter. When the President of the private club finally issued a statement, it was said the children were asked to leave because “there was concern that a lot of kids would change the complexion [emphasis mine]...and the atmosphere of the club.”

I can only hope the explanation/response was extemporaneous and off the cuff, because I would cringe to think someone actually spent time working on that response. Complexion? That word has several “shades” of meaning, but in this context, it was a definite “black-and-white” mistake.

The word complexion can refer, according to one definition in the dictionary, to the character of something, or describe how it appears. For example, we could affirm that the addition of a new high-rise building would change the complexion of a neighborhood. With no other context, we don’t know if that’s a good thing or a bad thing, just that the area would be different now with the addition of the building.

But lest we get too philosophical, and in the end, let this private club off the PR hook (in an etymological sense), the fact is that while complexion can have this secondary, illustrative meaning, the first definition is clear: “the natural color, texture, and appearance of the skin, esp. of the face.” (Oxford Dictionary) So here’s the bottom line: When trying to explain why the black children were ejected from the pool, they used a word that spoke primarily about the color of skin. As they say on the Internet: OMG! WTH?

There is much debate going on about the rights of the private club versus the rights of the campers. (Their group had paid for the privilege of using the pool, but later the club admits they overestimated the impact of that many children at the same time.) However, that debate is out of the realm of this discussion. As an after-the-fact PR observer, I can only deconstruct their response to the situation. And in doing so, I have to ask: Who thought that was a good idea?

The situation was difficult, there’s no doubt. Of course, the club management has a responsibility to protect the members, as well as the reputation of the club. (Note: regardless of what we may think about exclusive clubs, it is still the role of the leadership to act within the mission and values of that organization.) But there is no doubt that it could have been handled differently. Dare I say, better? The word they used—complexion—did not help. In the weeks since the event, the club’s board has been busy trying to resolve the situation. Gestures of reconciliation. More prepared statements. Explanations. There is also a discrimination lawsuit against the swim club. It’s now a major crisis. (A quick web search of Valley Swim Club will reveal the depth and escalation of this problem. It ain’t pretty!) And that’s our continuing lesson.

It is always important to choose our words carefully, but in a tense situation, it is imperative. Because words have the power to change, we only want to use words which will help the situation. So I would recommend at least these three steps:

* Look at each word as a stand-alone. What does it mean? Are there alternative meanings? What does it connote? Can it be taken out of context?

* Rehearse what you plan to say. Read/Say it out loud, so you can hear you are saying and the words you are using.

* Get feedback. Have others (as diverse a group as possible) listen to or at least read the statement. Make sure they know they have your permission to be completely, totally and brutally honest about the content. Yes, it might take a little more time, but it’s a better option than having to retract the statement, or issue two or three follow up statements to explain what you didn’t mean to say the first time.

Side note/Plug: If you have doubts about your ability to convey your message with the right words, and if you don’t have a PR/Communications staff person who’s equipped for this kind of situation, then you need to call in a professional. The cost involved will probably be much less than the damage incurred by saying the wrong thing in the wrong way.

Our words can turn hurt to healing or they can change a heated problem into an out-of-control wildfire. Choose carefully…the first time!

Are you talking about me?

I’m sure you’ve heard the old quote which says “I don’t care what they write about me, as long as they spell my name right.”

Did you know there’s debate on who actually said it? It’s attributed to everyone from Mae West to P.T. Barnum to George M. Cohan. Some have said it was Mark Twain or Oscar Wilde. Personally, I always thought it was Bette Davis, but I’ve been known to be wrong occasionally. Regardless of who originally said it, I’m here to say NO! While that may be a useful ploy for celebrities (though I’m sure Mel Gibson might disagree), it’s certainly not a good ongoing PR strategy. Consider these examples:

Domino’s Pizza

Burger King

United Airlines

Chico's Tacos

These incidents, which I randomly chose from ongoing discussions on Twitter, illustrates the point. These issues gave the company a black eye, the CEO a headache and (I expect) the PR person an ulcer. I’m sure at some point in all the fallout, they probably wished some newspaper would misspell their name!

For many, these “outside” conversations are intimidating and ominous, like that unnerving feeling of being watched. But as a business leader, knowledge is power (and takes away the fear), so consider these five significant points:

1. You want people talking about you. In business, if people are not talking about you, you’re in trouble. These outside conversations are an essential goal of successful PR efforts. You want folks to know your name. You certainly want them telling their friends, family and co-workers about your business, your organization, your services, your product. (i.e., referrals).

2. You want them saying good (right) things about you. No one goes into business, begins a nonprofit organization or organizes a charity with the express purpose of having people criticize the efforts, products or services. You think you have something to offer. You hire the best folks and train them well to provide quality service to make your customers happy--so they’ll return, so they’ll buy again and so they’ll be complimentary when talking to others.

3. You need to tell them good things about you. That’s the ultimate goal of advertising, marketing and even public relations. Consider Starbuck, one the country’s most well-known businesses, with a name almost synonymous with coffee these days. (Trust me, I’m not getting a fee for this commercial.) And though it seems there’s one on every corner, do they rest on that familiarity? No, because they recognize the need to keep their name in front of people, regardless of their leadership position in their market.

In bad economic times, there’s always a need to cut back and historically (regrettably) one of the areas where companies initially look is the External Communication departments—Marketing, Advertising, PR. (Fortunately, some companies that have cut their staff/department will still continue the efforts using consultants and freelancers.) But if your company is not regularly and consistently sending out positive information, another company could easily come in and capture your market. They will become the topic of conversation and you could quickly become a memory.

4. You need to know what’s being said about you. Unless you’re a reclusive multi-gazillionaire philanthropist who doesn’t want folks to know about all the good things you are doing and you don’t care what other people think, you need to be listening in on what’s being said. (BTW, if you are that multi-gazillionaire who just wants to anonymously spend lots of money doing good, please contact me immediately. I can help with that and I won’t tell anyone!) You want to know what your clients think of your customer service, how they use your product, why they give to your charity, etc. You need to know what’s being said—the good things and the bad. (‘Cause you’ll want to fix the bad, of course!)

There was a time when it was only possible to wonder what was being said by our customers/clients or spend lots of money on market research. However, with the rise of social media and networking (Twitter, Facebook, blogs), these outside conversations are not only visible to us, they are emblazoned for all to see as well. Which leads to the another essential aspect of this process.

5. You must get involved in the conversation. For years, the messaging from an organization to their client-base was mostly one-sided. We talked, they listened. (e.g., advertising, marketing, direct mail) But with the Internet came a method of two-way communication. Instant communication at that. And if your organization is not involved, you’re missing a vital dimension of customer relations. This is your opportunity to move the conversation from talking about you to talking with you! That’s interaction.

Back to our example of Starbucks. (Still no fee for the plugs) In addition to their commitment to advertising, marketing and public relations, they were recently ranked as the #1 restaurant to utilize social media in their promotions. Apparently they not only recognize the importance of these outside conversations, they’re willing to jump in with something to say!

Note: The entire subject of social media, networking and interaction is too broad to consider at this point. We will cover it in more detail in later blogs. Suffice it to say: you need to be involved.

Are people talking about you? Let’s hope so. If they aren’t, make it priority to find out why…and fix it! Likewise, if they are saying the wrong things about you, or if they are unhappy, you certainly want to know that, too. Get involved with you clients! Get in dialogue with them. It’s about engagement, interaction….and relationships.

Communication & Customer Complaints

We talked last time about the importance of communication as interaction and not just giving out information. I spoke about the need for our business communication to make an impact, rather than just talking/hearing. Nowhere is this more true than when dealing with our customers/clients. Allow me to share two personal examples.

I recently complained to a company, using their web site form. I admit to being miffed, but I wasn’t hateful or harsh. The reply I got back had two sentences. The first one told me my complaint was invalid (in those words); the abundance of customers who used this service was cited as proof of my mistaken protest. The second sentence corrected a misspelled word in my original complaint and informed that I had a better chance of being taken seriously if I could spell.

Trust me, this “business communication” had an impact on me. FLASH RED!!!! I was certain this business owner would be shocked at such horrible customer service, so I called the office and was able to speak with the Marketing Manager. I explained the situation and he was sympathetic. I asked to speak with the owner. He hesitated, so I pressed. I learned that the response to my complaint had come from the owner (!!!).

It’s not my intention to use the entire post to merely rant about this unfortunate experience (though I do enjoy that perk), but it does illustrate a point: what we say/write can impact and change a person…which is our current theme/topic. This should always be kept in mind when dealing with our customers/clients.

Trust me, this response certainly changed me. I was upset when I wrote the complaint, but now I was livid. In those two sentences, I learned all I needed to know about that company. On a couple of occasions, I’ve had the opportunity to tell others about this negative experience. I’m not just not-a-customer, I’m an adversary, actively working to keep other people from using their services. (Do you know how tempted I am even now to actually mention that name of this business?) Was that the intention of this owner? Did she even consider that possibility?

Now, for the flip side. I recently had some difficulty finding a product I use on a regular basis, so I went to the corporate web site and filled out the form, asking for guidance. Several days later, I was informed (“deeply regret”) the product had been discontinued. My loyalty was acknowledged and they let me know how much they appreciate the fact I had taken the time to contact them. In closing, an alternate product was suggested, along with a discount coupon for the new item. (“We value you as a customer”)

Two occasions when a company couldn’t meet my needs. Two responses and two very different outcomes. I’m still buying the alternative product. And, well...you can guess the outccome on the other example.

It’s at the point where a customer comes to us with an issue that our very best communication practices must be exhibited. We want to communicate in such way that brings change—a problem is solved, a complaint is resolved, a concern is addressed, a question is answered. If we handle it badly, we end up changing them into an ex-client. Or worse!

I’m Talking Here!

“I know you think you heard what I said, but I don’t think you understood what I think I meant to say.”

As convoluted as this sounds, it does point out an important principle—good communication involves more than what’s said. It’s also more than what was intended and it’s even more than what’s heard.

Haven’t we all heard a speaker drone on and on, as if the entire goal of the presentation was to be “heard” by the audience or to demonstrate their immense vocabulary? Is that communication?

How many times has management been surprised when a directive sent to the staff didn’t result in instant compliance? Is it bad employees or possibly ineffective communication?

And who of us hasn’t been misunderstood or inadvertently hurt someone’s feelings with an abrupt e-mail? Did we practice good communication?

Communication, by definition, involves more than one person; our word comes from the Latin for common. The goal is (at least) about coming to a common-ness, an understanding. So talking to myself is not communication. ("Yes, it is. No, it’s not!") Talking with no one listening is not communication. And talking without listening is not communication.

Unfortunately, the approach of business communication is too often one-sided: I talk, you listen. (I’m using the verbal idea of communicating, but it also involves written communication.) Business is not accustomed to seeing (utilizing) communication as dialogue, discussion or interaction. The boss wants something done and issues an edict. The company need revenue, so they take out an ad in the local paper. The staff isn’t performing, so we send out a memo. It’s not that any of these are wrong or bad, but they might not be the best way to communicate, if indeed our goal to come to an understanding.

But for most Business Communication, we want an additional aspect. Beyond understanding (i.e., “I get it”), we want our communication to inspire, to educate and to persuade those who hear our message. (i.e., "I want it!") Ultimately, our goal is not just to give out good information but to change those who hear/receive our message—change the way they think, change the way they feel (attitudes) and ultimately, change how they act (behavior). Whether it’s an HR memo to the staff, informing of a new policy or an appeal letter to a potential donor or a speech by the CEO to the Rotary Club, we want it to be more than just the giving out of information without any response. The goal of the message is to become a “change agent.”

Examples: We want those who don’t buy our products to change their buying habit and becme our loyal customers. We want those who are not currently donating to our cause to see the need (or feel the need) and write that check. We want our new employees to embrace our mission and all of our team to comply with our policies.

Because it’s that important, business leaders must know the principles of good communication and practice the proven techniques to make it most effective. (Or bring in an expert to make sure it’s done.) If the message doesn’t bring about understanding and action from those who receive it, we’ve wasted our time in creating it.

I once saw a sign on a post office door that read: “No animals allowed, except seeing eye dogs.” My first question was: Who is that message targeting? The dog certainly can’t read, nor can the blind person using the dog. In my opinion, it was misplaced and vague message. (But it does still make me smile.)

I welcome your comments and your input.
What do you see as a good communication?
Can you share some examples?


In coming posts, I’ll share some of the essentials of good communication and show how they relate to the important role of Business Communication.