Looking Back, Looking Ahead: IABC/Washington’s January Chapter Meeting

I know it must seem like IABC/Washington‘s the only thing on my mind at present – I assure you it’s not. But I did want to let you know about what I think will be a terrific event as we usher in 2010. And given how crazy the holidays get, I wanted to get the word out earlier rather than later.

Our first chapter meeting next year will bring together some of the smartest people in the DC metro area to look at the changes (often dramatic) that our business has seen since the turn of the century (and you know I’m not just talking Twitter) and tell us what they think lies in store for us. Nobody has a crystal ball, but I’m pretty sure we’ll get some interesting insights from these folk.

To loosely quote from our invitation: “… what will 2010 bring? Can we expect any changes for communication professionals in the National Capital area.. what are the communication trends we’re likely to see … and how can we learn to harness technology to work even better for our organizations and clients?”

Here’s who you’ll meet and get to hear from:

Shashi Bellamkonda, director of social media and “social media swami” for Network Solutions; Torod Neptune, senior vice president/Global Public Affairs practice leader and GM of Waggener Edstrom‘s DC office; John Taylor, senior manager of public affairs at Sprint Nextel; and Paul Sherman, co-founder and editor-in-chief of Tech Wire Publications.

I know – we don’t have a single woman on the panel, which is terrible – though we did try and we’ll have to do  better next time! But we were able to convince Daria Steigman, founder of Steigman Communications and a former chapter president to moderate, so ladies – Daria will represent.

Save the date (or register now): January 14, 2010, 5:30 – 8:30 pm, and we’ll be meeting at the Hamilton Crowne Plaza in downtown DC.

I anticipate great people, great networking and killer learning… and hope to see you there!

Image: Dan Queiroz

Let’s Halloween Up PR

Growing up as a middle-class kid in India, Halloween was fascinating to me. We didn’t really celebrate it there as one does here in the U.S. and other countries (though it might be a different story now, I don’t know). It felt a little forbidden, probably because of its pagan roots, so that was appealing in itself. Over and above that, the idea of dressing up as something completely outlandish that I loved. Probably not surprising when you think of the horrendous school uniforms my friends and I had to wear all the way through high school (and no, I don’t have a photo and if I did, there’s no way in Hades I’d let you see it).

When I moved to the U.S., the first Halloween I marked was in San Francisco. Though you could argue every day is Halloween in SF, I remember my head spinning at the costumes I’d see on the street from 9 to 5′ers all ostensibly going about their daily business in a perfectly nonchalant way.

Even more amazing to me was that businesses weren’t just ok with their employees coming to work in costume, but that they got into the spirit of the day and actively encouraged it. I remember one year I was headed out on a business trip on – you guessed it – Halloween. Somehow getting my boarding pass issued by a witch or warlock made a typically cringe-inducing process fun. The airline staff was even – shock and awe – nice.

“Grownups” don’t go trick-or-treating any more, (at least, most of the grownups I know) but I think we love Halloween because it allows us to go outside the usual perception of ourselves. We can be kooky or dour and behave in a generally uncharacteristic manner for a day – and it’s ok. It lets us communicate a facet of ourselves that others might not generally know about, and often that helps break down barriers, just a little bit.

So the next day, when everything’s back to “normal,” and your co-worker does that annoying thing that irritates you, maybe you remember a completely different side of her because of Halloween merriment, and maybe you don’t react the way you normally would, but take a breath and defuse what’s potentially a workplace conflict. At least, I’d like to think so.

Halloweening Up PR

If public relations is really about relationships with our publics (as I believe it is) wouldn’t it be great if we took that same creativity and generosity of spirit to our work and audiences, co-workers, and clients?

Imagine providing PR counsel that’s measured, thoughtful, fun to plan and implement, gets you excited just thinking about it, out of the proverbial box and that doesn’t jump the proverbial gun. Wow, what a concept (not proverbial, though, hah!).

I know we say this about the holidays, the “Christmas spirit,” blah blah – but really – let’s put some Halloween into our PR.

Take a leaf out of Herman Munster‘s book. I will.

How do you liven up your every day work, yet keep it real? Have you Halloweened it up in a way that makes you a better public relations practitioner? Please share, I’d love to know.

Thank you absentmindedprof for this great photo from your Flickrstream.

“Demystifying Communication…

… in a Digital World” is an article Cision asked me to write for its Navigator, loosely based on this presentation I made at Goodwill Industries International‘s 2009 Summer Learning Event (which was great, every organization should put on an event like that).

I’ve subscribed to the Navigator for years, so was thrilled to be asked. Thank you, Cision, and in particular, thank you Scott Henderson for so graciously sharing the details of the Pledge to End Hunger for both the presentation and the article.

You rock.

Photo: fsamuels

The Truth About Communication

I don’t remember exactly how I stumbled upon J.D. Roth’s Get Rich Slowly blog (probably because I was trying to find tax information online, duh), but is easily one of the most interesting blogs I’ve ever read.

I mean, just look at this post on “The Truth About Taxes.” It’s about the dreaded “t” word, which would normally have me running for the hills. It’s a long post, to be sure, but not once did my eyes glaze over. The information JD’s posted is easy to understand and clearly laid out. There are plenty of references and links, not to mention excellent use of visuals with some pretty cool charts (that he created himself).

And when was the last time you saw the words “for more exciting information about taxes” and believed the writer actually meant them?

This isn’t just a blog about finance, in my opinion. It’s a lesson in communicating clearly and well on a subject the author feels passion for.

And that’s what good communication is about.

Have you come across other non-communication blogs that you feel the same way about? Please share, I’d love to know.

Image: Darren Hester

Demystifying Digital Communications

Last week I had the pleasure of presenting a couple of workshops at Goodwill Industries International‘s 2009 Summer Learning Event in Grand Rapids, Mich. – an educational “retreat” of sorts for GII employees. I say “pleasure” because the event was organized beautifully, I got to visit Grand Rapids for the first time and, most of all, the workshops were a ton of fun.

The second class I taught (the first was on measurement) was on “social media 101.” What’s delightful to me about this kind of class is that you invariably learn as much, if not more, from your audience as they do (or you hope they do) from you. It was also one of the most engaged audiences I’ve spoken to, and I think the most fun part of the session was when attendees broke into a lively discussion on the pros and cons of social media adoption for nonprofits… all while we were exploring Twitter in real time. Remember this tweet from me that day?

Yes, it was so much fun that I couldn’t spell “sizzle” properly.

What was also interesting to me was that the attendees weren’t only GII employees in the marketing/public relations departments – there were folks from HR and IT present as well. What a great demonstration of willingness to break down intraorganizational barriers to communications to achieve a shared mission.

They also gave me some new phrases to incorporate into my vocabulary, such as “paying a personal visit” to employees who might be spending too much time online in the pursuit of personal pleasures, and “excusing them” if those suspicions turn out to be true. Ha!

Joking aside, the energy in the room was great; I wish I could have captured it.

If you’re at the 101 stage when it comes to learning about social media, here’s the presentation, sans a couple of slides I couldn’t get to (I told you the session was hot).

Many thanks to all my Tweeps who helped bring Twitter alive for the attendees that day, and to Scott Henderson for the great HungerPledge case study. You rock. And since the learning process is a continuous one, if you have tips to add for “newbies,” I’d love you to chime in and leave a comment.

~Photo: fsamuels

Don’t Dig Yourself, Lazarus

Yesterday I was millions of people taken completely unawares by Twitter’s DDOS (distributed denial of service). In plain English, that means that those of us who consider Twitter our virtual world were shut out from “talking” to our tweeps, conducting our informal focus groups and taking comfort from our cheering squads while the service was suffering from an outage.

Apparently this also affected Facebook, but since I’m one of those who streams content from Twitter to Facebook, rather than vice versa (or simply versa), the T outage hit me harder than the FB one. Just like Scott Monty tweeted:

Jokes aside (or gnashing of teeth, depending on which side of the fence you’re on), the outage reminded me of just how dependent fixated we communicators can get on our favorite channels of communication.

Seriously, if something did happen to permanently shut Twitter down… or Friendfeed… or whatever your preferred digital communication channel is – what would you do? And, more importantly, how would it affect your work?

I don’t know about you, but what I’ve learned over the years – and what was brought resoundingly home to me yesterday – is that good communication is not about using just one channel effectively (or simply very often).

It’s about using the right mix of channels to achieve your (or your client’s) objectives – and always having backups.

For example…

If you normally issue news releases via a wire service, do you also have a strong list of targeted media contacts whom you can connect with if the wire service fails… or if your client can’t afford it?

If your regular media monitoring service goes down, do you have a backup such as Google Reader?

If you communicate regularly with influencers via a medium such as Twitter or Facebook, would you still be able to reach them through good old-fashioned email, or not-so-old-fashioned Google Talk, AIM or Skype?

If you’re a company that uses Yammer, do you still have an alternate way to connect with your co-workers and employees?

Would you be able to pick up the phone and – be still, my beating heart – actually talk to someone who could move your communication plan forward?

When we talk about social media paving the yellow brick road to relationship-building, we’ve got to be able to walk the talk. Because if we don’t, the very thing we tell our clients we’ll help them do is at stake.

After all, it’s not about us; it’s about helping them achieve their goals and measurable objectives. And that means using what’s best for them, not for us.

That means being able to connect, with the right people, at the right time, no matter what the technology du jour is. It means keeping our communications alive, rather than digging into a deep and narrow hole from which might – just might – constrict us.

Don’t get me wrong, I’m still a #twitteraddict. But I don’t want to be Lazarus.

What do you think? Do you have additional – or opposing – lessons to share on communicating in the 21st century? Do let me know and please tell me if I’m completely off the mark. This is your sandbox as much as mine.

Photo: Sarah G…

You, Who?

You know how, sometimes, you’re reading a conference line-up, trying to decide whether you’ll attend or not, and you see a name you’ve never seen, or heard, before? Happens to me every now and then. I like to think I know more than a few people in our “biz,” but sometimes I can’t help but go, “You, who?”

Yes, I get excited by events that are being headlined by the rock stars of our industry, or the folks I call the “WHOs.” These are the folks who – at least to me – are the real deal, not just big fish in whichever echo chamber they’ve taken up residence. They have terrific experiences and lessons to share, and it gives me a kick to meet them.

What I’ve started finding lately, though, is that the “whos” are often more exciting to me than the “WHOs.” Because they share new ideas and have fresh voices – the stuff that keeps our profession growing and relevant. And I’d really like to see and hear from more of them.

If there’s one thing you can do for yourself as a communicator and our profession at the same time, it’s to share what you know. Because that’s the only way others will learn, and we can continue to shape the body of knowledge that future generations will draw on. And what good are all those great ideas if you keep them inside yourself?

So if you’re a “who,” here’s my challenge to you: start doing something TODAY that will take you from a “who” to a “WHO.” Get involved with your local IABC or PRSA chapter. Look for and speak at local events. Share your thoughts on Twitter or your blog. Better yet, do both.

If you’re a “WHO,” are you paying it forward? Are you reaching to the “whos” of our world to help them climb the ladder you did so successfully?

Take it from a former “who” not quite a “WHO.” And if you won’t take it from me, take it from Smokie. Don’t be Alice… or the guy who lived next door to her.

Whether “who” or “WHO,” how have you been helped? What tips can you offer those trying to break the thought leadership ceiling? Do share, I’d love to know.

Photo: sfdavidz

And The Award Goes To…

Seems a day doesn’t go by that I don’t get flooded with invitations to enter award programs, and I’ll bet you suffer the same onslaught. Is it just me, or are there more awards programs, more invitations and more deadlines to deal with these days? Not to mention the fees.

Ribbing aside, each of us has their favorite awards programs – or the ones they’d be thrilled to win. I was curious about this, so I posed the question to communicators (on Twitter, of course), and here’s what I got:

Sean Williams said it was the Institute for Public Relations’ “Golden Ruler” as did Katie Paine (who’s a founding member of IPR’s Measurement Commission; (SNCR, PRWeek and PRNews‘ awards also ranked on Katie’s list). Here are a couple more responses:

Brenda Drake (@brenleigh) elaborated further via email:

The One Word

Know how you’re always being asked for that one word that defines you? That communicates who you are? That describes your essence?

Here’s a little Friday fun: I asked my Tweeps to fill in the verb in René Descartes’ famous saying. All of them are considerably more multifaceted than one word, but it’s intriguing to see the word they connect with the most.

Here are a few, some lighthearted, some earnest:

And possibly my favorite:

Thanks to @overthinker, @donbart, @davidlwatts, @PookyMedia, @jgombita, @wrecklucy, @sherster, @MeanRachel, @alextanPR, @RebeccaDenison, @mikebsacks, @HeenaPRGal, @jasonbuck, @amyeandrews, @JGrassman, as well as everyone else who responded on Facebook.

You’re here, therefore I am.

What’s your word?

~Photo: intrepidation

Social Media, Social Karma

There’s an awful lot of social karma going around lately.

JOTW: My First Experience With Social Karma

For the last few years, I’ve occasionally guest-edited the free “Ned’s Job of the Week” e-newsletter. If you don’t know about it, it’s a free weekly newsletter that lists job postings sent to Ned Lundquist, ABC, by subscribers (as well as many he finds himself) in the spirit of sharing.

For a couple of weeks every year, I experience what Ned goes through on a daily basis: sifting through job postings sent by readers, looking for them myself, telling people how to subscribe and unsubscribe (even though the instructions are clearly listed in the newsletter) and then compiling all the information, along with other announcements that would be relevant (such as communication/PR events) into a newsletter that’s sent out every Monday.

It’s a lot of work, and I’m exhausted and relieved when Ned returns; but I’m always grateful for the additional connections I make by filling in for him, as well as honored by his trust that I’ll keep JOTW rolling along.

And I always ask myself: how on earth does he keep doing it?

The answer is very simple: Ned believes in social karma. Or rather, as he puts it, JOTW is dedicated to the “positive, unanticipated consequences of nedworking.” And no, that’s not a typo.

Ned didn’t start publishing JOTW to get something out of it. He did it to help a few folk he knew, and figured he might – just might – help himself along the way. Since its inception with a handful of subscribers, JOTW has grown tremendously; at last count, there are more than 11,111 members of the JOTW network. It now has a home on the Web as well as advertisers and sponsors.

The WIIFM Factor

Is Ned getting something out of JOTW now? You bet. But that’s not why he started it, and not why he keeps it going, or why he keeps it free to subscribers. And that, in my opinion, is why he’s successful.

Mind you, all this started several years ago, way before “social media” became the “buzzphrase” it is today. But to me, Ned epitomizes the inherent karmic element of social media. If you send something good out to your world – with no expectation whatsoever – something good will come back to you.

Twitter and Social Karma

One of the reasons I love Twitter is that it’s a perfect platform for social karma. Want to know who can enrich your network? Head to #followfriday. Want to show someone some Twitter-love? Re-tweet something interesting they’ve shared.

And through Twitter, I’ve come across even more instances of social karma.

Mark Story, for example, has started #blogmonday, where he highlights bloggers who might not be very well known. Arik Hanson posts interviews with professionals he thinks are “PR Rockstars” on his blog. Heather Huhman provides a wealth of PR resources by tagging relevant posts with #PRadvice. And there are countless others.

As far as I know, Mark, Arik and Heather aren’t necessarily “getting” anything out of their efforts. But I’m pretty sure they are enhancing their reputations (don’t worry, I’m not going to get into the whole personal branding thing here), building their networks and sowing the seeds for “positive, unanticipated consequences” which will have a beneficial effect on their work.

What’s the Communications Angle?

The first thing that anyone – including the many “gurus” out there – will tell you about social media is that it’s about listening, connecting and sharing. Everything else comes later.

If you’re a professional communicator grappling with the amoebic nature of social media, try thinking of it as your path to social karma.

After all, our business is communication, right? Sharing information, educating and informing audiences and hopefully, at the end of the day, doing some good by using smart communications to help organizations (or clients) achieve their goals.

Listening, sharing, connecting – this is what we DO. Don’t get intimidated by the technology behind it, or the buzzwords that tend to change quicker than David and Dania.

Call me naïve, but I believe social karma is a large part of what we do for a living. Social media is just another way to get there.

(Photo: Miss Bliss 55)

What about you? Is social karma part of your approach to communications? Have you found social media has increased your social karma? If you want to give props to someone who does, a comment would be a lovely way to do so.

Balancing the PR Bubble

If you follow me on Twitter, you’ll know that I tweet quite a bit. (Today I apparently crossed the 8,110 tweet-mark without realizing it). But every now and then, I’ll “go dark,” as they say in the theater.

You’ll hear from me once, maybe twice a day. Sometimes I just don’t have anything to say; sometimes I don’t come across conversations I want to engage in. And sometimes I happen upon conversations that are so negative or ridiculous or (enter your adjective of choice here ______ ) that I just need to turn it off for a bit.

What I’ve realized, though, is that when I go dark, I am making my own little attempt to break out of my Twitter bubble. Because there are other bubbles that need attending to.

Please, don’t get me wrong. I love Twitter, the new connections and relationships it has helped me forge, and the incredible amount I learn through it each day.

But there are a lot of other bubbles that are equally important to me; my “IRL” bubble of people I’ve met and worked with over the years, my IABC bubble, my email bubble… you get the drift.

I’ve found that if I get too comfortable in one bubble, the others can suffer. Not in a drastic, bubble-bursting way, but if I don’t watch over those relationships too, they could atrophy, which would leave me immeasurably worse off, both personally and professionally.

Balancing the PR Bubble

PR, to me, is like a bubble. In fact, it’s made up of a whole lot of bubbles, i.e. tactics, that delicately wobble and bounce off each other. When the bubbles are released gently, they can make a very pretty picture; you achieve success for your client or organization using a variety of tactics in a planned, strategic and integrated way. When they’re not, they burst, and all one’s left with is soapy liquid.

There are a lot of bubbles for us PR professionals to play with these days, not the least of which is Twitter. After all, if Jon Stewart, Ellen DeGeneres and David Gregory are talking about it, it must finally be cool, right?

Twitter is cool, to many of us. But it’s not the only bubble out there.

So in our haste to make sure the Web 2.0 bandwagon doesn’t rattle away without us, let’s not forget that. Let’s not forget what PR is really about. It’s not about using the latest “shiny new toy” just because you can, or because everyone else is. It’s about strategic thinking, measurable objectives and using the best range of tactics that will achieve those objectives for your client or organization.

Take care of your bubbles, both offline and offline, and they’ll take care of you. After all, who wants to be left with a handful of soapy liquid?

(Photo: bobtravis)

What do you think? Do you think tried and tested PR skills are being discounted in light of all the “shiny new toys?” Or have you found a way to blow many bubbles at once? I’d love to hear from you.

To ABC or Not, That is the Question

A couple of weeks ago we started talking about accreditation on Twitter (at least, I did). I serve on IABC’s Accreditation Council so, clearly, think it’s a good thing. I was curious about what others thought, so I asked my networks why they had pursued, or were pursuing, accreditation, and what value they derived from it.

What’s the Value of Accreditation?

The response overwhelmed me, not just by how many there were, but by how strongly people feel about accreditation.

There were a few recurring themes: curiosity as to whether one “measured up,” validation of one’s approach to communications, and value in staying involved with process by being a mentor or grader. On LinkedIn, Mary Hills, ABC, who’s director of marketing for the Council said:

And Jason King, ABC, accreditation liaison for IABC/Washington, said:

You can read all the LinkedIn answers here, but I found Maureen Ryan, ABC‘s answer particularly interesting:

Maureen’s accreditation was accepted by two universities in lieu of the GMAT. Bill Spaniel, ABC made good use of it too:

Accreditation v. MBA

So: you’re thinking of getting accredited, but should you be considering an MBA instead? What if you already have one, does accreditation still make sense? Here’s what Dora Smith, currently an accreditation candidate, told me:

Sue Johnston, MBA, ABC said:

The “Official” Accreditation Value Study

A study on the value of accreditation was conducted by L.C. Williams & Associates for IABC late in 2007. I encourage you to read the executive summary, which is extremely interesting; some key findings were:

• Seventy-nine percent of ABC respondents said the designation improves their résumés;
• Sixty percent said it’s given more credibility to their department or organization;
• Eighty percent said it benefits the profession by providing a professional global standard; and
• More than one-half of them (53%) said that since being accredited, they ensure that evaluation, measurement and monitoring are part of their plans.

So far, then, we have increased credibility, greater confidence, more rigorous use of communication best practices and advancing the profession.

Not All Peaches and Cream

Amy Mengel made several points from a different perspective; first, that accreditation is not inexpensive, when you consider the initial cost as well as the cost of maintaining it. She said (via email, and all emphasis is mine):

“I’ve worked in corporate communications for about five and a half years now, so I guess I’m ‘eligible’ to go through the process now if I wanted to. But I’ve never felt like having ABC or APR after my name would help me move up the career ladder or land a better/different job in corporate communications. I got my MBA two years ago (entirely company-funded) and I think that’s been much more relevant and opened more doors for me. I think accreditation would be much more important if I were an independent consultant or ran my own business – or even a member of a smaller PR firm.

If I were to do it, I think my reasons would be purely personal – for the experience and personal knowledge gained from going through the process. If I set out to do it with the expectation that it would get me a better job, a promotion, a pay raise, etc., then I think I would be disappointed. It’s not a credential that most hiring managers in corporate comm roles seem to be  familiar with or understand - it’s not like a CPA for accountants where it’s almost expected that practitioners have it.”

And, finally:

“I’ll also admit that I think a lot of these programs (beyond PR/comm. accreditations) are ‘profit centers’ for organizations… I can still be a good communicator without it, and the variety of designations handed out (IABC, PRSA, AMA, etc.) somewhat diminishes the strength of any one accreditation program.”

Gulp.

My $0.02

I promised Sarah Ann Walters I’d also share my opinion and story, so here they are:

I earned my accreditation four years ago, starting the process just after moving to DC. I did it because I don’t have formal training in PR, and I wanted to know whether my work – which I “thought” was good – really measured up. I attended an accreditation “fun shop” held by Ned Lundquist, ABC (who’s also founder and editor of Ned’s Job of the Week), and since I wasn’t working (I’d just moved to DC, remember?), figured I might as well start on my accreditation.

It took me one and a half years, from application to certificate. I paid for it myself, but it’s one of the best things I’ve ever done. It wasn’t cheap and yes, it was time-consuming. But I grew in confidence and learned a great deal which was reflected in my work, which led to the promotions and pay raises.

It’s one of the reasons I focus so much on smart measurement as an intrinsic part of strategic communications. It has helped define my approach to business communications, and the business of communications. So while accreditation has certainly been a personal achievement for me, it’s one I’ve put to good use for employers and clients, and they’ve appreciated it.

As to hiring managers being unfamiliar with accreditation… well, that’s a little of a chicken and egg situation, isn’t it? Until we, as accredited business communicators, take the time to educate them, why should they care? The Accreditation Chapter Toolkit might have been designed for chapters, but it’s got a wealth of resources we can all adapt and use to grow awareness of accreditation.

Michael Sponhour, ABC, puts it best:

“I find it works in the most simple ways – I have ABC on my business card, websites etc. and it often prompts questions from people who want to know what it is – that allows me to explain about the whole process. People should not expect an earth-shattering change in their professional career, but a greater sense of confidence and new opportunities to tell their stories without resorting to bragging or overbearing self promotion.”

The Last Word: From Shel Holtz, ABC

There are a lot of issues the PR profession faces, and this post certainly isn’t going to get to grips with them all. But one of the most critical issues is our validity as a profession, which Shel Holtz’ recent post on the issue examined extremely well. I’ll give him the last word:

Accreditation, unlike certification, is voluntary, and there are plenty of outstanding, professional PR practitioners who are not accredited. And it’s as likely you’ll find an accredited communicator who behaves badly as you are to find a lawyer who acts less than ethically.

But when faced with two communicators who are unknown to you, but who both seem to be equally capable, you can be more assured that the accredited communicator is going to perform his job based on a thorough understanding of communications’ models and standards because he has gone through a process and judged knowledgeable.

Photo credit: hartlandmartin. My thanks also to everyone who responded to my query, via Twitter, LinkedIn and email, several of whom are quoted in this post. The lack of space that prohibited me from using all your quotes in no way diminishes the value of your responses – thank you again.

What do you think? Is accreditation important to you, or are you curious about it? What else do you want to know? I’d love to have you join the conversation.

PR, Please Think It Through

Twitterverse was buzzing about Skittles’ foray into social media this week. No, I’m not going to give you my take on that, there are quite enough of those already. I did find Laura Fitton’s early summary of it extremely interesting, though, and Lauren Vargas’ and Liana “Li” Evans’ posts summed up my opinion beautifully.

My point is this: when you embark on PR of any kind, have you thought it through?

In my mind, it doesn’t matter how edgy your tactics are, or how many layers you’ve put into your campaign (and let’s face it, we PR people love layers almost as much as a bear in Antarctica).

What does matter is whether you’ve thought it through. Because if you haven’t; if you haven’t configured a response or action for every possible scenario, your campaign could fall flat, and all that time you put into it will have been wasted.

What’s the Plan, Stan?

Before you get ready to pelt me with M&Ms, I’m not saying the Skittles campaign bombed. That remains to be seen, based on what their goals and measurable objectives were.

The success or failure of your campaign will depend, in large part, on the contingencies you put in place. If you’re planning a media tour, what will happen if your main spokesperson falls through? If your kickoff event is outdoors, have you considered the weather gods?

If you’re planning a new site launch, are all the additional bits and bobs in place and ready to be rolled out at the touch of a button – and what happens when something goes wrong? Do you have a communication network, whether it’s as simple as a phone tree, or a more sophisticated system of communication that includes mobile, so that the key players can reach each other?

Sometimes, It All Works

The other side to this coin is making sure you’re poised to take advantage of those rare moments when synchronicity rules – and everything works just right. Your live reveal is perfect, the weather doesn’t interfere, your key messages are beautifully represented in the media, your public is excited, and even the media wants more (shock and awe!). Are you ready to capture this excitement?

Or, will you bravely enter the “new world” of social media, turning your website into a platform for conversation – and then not talk to the folks who flock there?

Our plans don’t always work perfectly, but when they do, it’s magic. And if you’re not ready to roll with the flow (which you wanted, I might add), you could lose a great many opportunities to engage your audience further and prime them to be future customers, donors or evangelists.

Contingency planning is draining and time-consuming -  no arguments there. But it’s well worth the time you put into it because, believe me, something will go wrong… or unbelievably right.

Just ask Skittles.

(Photo: Chovee)

What do you think? How important has contingency planning been in your PR endeavors? Can you share tips on what has and hasn’t worked for you? I’d love to know.

Clicking Our Way To Ending Hunger

Yesterday I came across an interesting article: “What Would You Never Sell, Though Desperate For Money?” in the Chicago Tribune (hat tip to @ColonelTribune). That’s a relevant question in these times.

But what if you didn’t even have that option? What if you didn’t have anything you would never sell… to keep a roof over your head, or stay reasonably healthy, or put food on the table?

Not a pleasant thought, huh?

Through the Communicator’s Lens

As communicators, we don’t have all the answers, much as we’d sometimes like to think we do, to ending the world’s problems. What we can do, though, is harness the power of our networks to spread awareness that results in action.

This is why I’ve joined the Pledge to End Hunger, which launches today. I’m going to do my very best to motivate my networks to take simple, easy actions that could provide 140,000 meals for children in Austin during South by Southwest 2009 (SXSW).

Why Childhood Hunger?

Share Our Strength has some heartbreaking statistics here, telling us that one in six children were at risk of hunger at some point last year. Among them are:

• 5.1 million kids —43.6%—living at or below the poverty threshold.
• 5.9 million kids living with a married couple.
• 5.8 million kids -one-third—who live in single-woman households.
• 10.6 million kids living within metro areas—5 times the number living outside metro areas.

Just One Click

All it takes is a click via this online form. For each click, Tyson Foods will donate 35 lbs of food product, the equivalent of 140 servings (Twitter flashback, anyone?).

If 1,000 people take the online pledge, a semi-trailer filled with 140,000 meals will arrive at the Capital Area Food Bank of Texas in Austin during the SXSW ’09 Interactive Festival.

Of course, you can do more. You can take the pledge yourself, tell your friends about it, change your social network avatars, join the Facebook cause… and, if your pocket allows, make a donation.

You don’t have to do any of these things – but you can help me help kids by making one click.

Will you join me?

Recruiters: PR Also Means “People Relations”

Yesterday I received one of the most unusual calls in recent memory. It was from a recruiter with Profiles, who’d presented me for a position here in DC several months ago. Times are bad, hiring is slow; still, the process with this particular position has been dragging on for several months now.

When my path first crossed that of this recruiter, I made it clear to her that I didn’t expect her to “get me” this job; but what I did ask for was for whatever the final decision was to be communicated to me. I’ve encountered some recruiters who don’t do that, and there is nothing more off-putting than not knowing where you stand. As Rachel a.k.a. Jennifer Aniston said, “That, my friend, is what they call ‘closure’.”

Well, this recruiter walks the talk. While I have no idea whether we’re anywhere near the finish line, she has consistently kept in touch with me to try to keep me engaged. She follows up regularly with the hiring organization, and lets me know what their response has been. And when they do make their final decision, I know she will communicate it – whatever it is – to me.

For someone who’s not working for me, as Lindsay Olson explains in this excellent post, I call that pretty good “people relations.” Good people relations is something that not just PR professionals, but everyone, should aspire to – including recruiters.

Recruiter Horror Stories

We’ve all heard the horror stories about job candidates. Ad nauseam, I might add. But what about the recruiter horror stories?

Apparently there are quite a few, as my Twitter network told me:

Jason Buck “had an ‘interesting’ experience at temp agency party, where one very drunk recruiter told me exactly what she wanted from me, in earshot of all… I won a bottle of champagne at the next party for being ‘the most adaptable temp.’ ”

Another (whose identity is concealed on request) had this experience:

1. Brought me in to interview in October – seemed positive
2. Sent writing sample, never heard back
3. The main recruiter left – still hadn’t heard back
4. Move to November, I got laid off
5. They had me come in to interview three times, and meet with about eight people
6. Never heard from them again – by then I was so put off I didn’t care anymore though

And one of my Facebook friends, who also requested to remain anonymous, went through 10 (yes, 10) interviews to join a global recruiting firm; discussed a possible niche practice with the COO; drove 100 miles through a snowstorm for the final (10th) interview only to be told she was “more concerned with moving up the ladder than learning the ropes of the  business.” Her subsequent emails and phone calls were not returned.

The Bottom Line

No, job candidates should not chew gum or eat brownies during interviews. They should present themselves professionally, and follow up diligently and politely. And they should not expect recruiters to work for them – that is certainly not the way it works (though often good recruiters will give candidates tips and an insight into the recruiting process, as Lindsay and several others do).

But candidates can expect recruiters to work with them, and afford them the same courtesies they would like to see returned. After all, job hunters are people too. And when the economy turns, these same candidates, who are beating down every door they can see right now, might just be in a position to do someone a favor.

It’s called good people relations.

What do you think? Do you have tips for recruiters – or candidates – that you’d like to share?

Thanks to @KarenRussell, @jasonbuck and everyone else who contributed to this post.

Writing: PR’s Sleeper “R”

My foray into the U.S. public relations world dates back to 2000, when I had just moved to this country. Apparently “networking” was the way to go (in India we called it the “old boys’ club”) and, dutifully following the lead of more experienced professionals, I plunged myself into monthly meetings of the San Francisco Bay Area Publicity Club (which we fondly called “The Pub Club”).

Of all the characters – some offbeat, some extremely colorful – that I met, no one left a more lasting impression on me than “Mr. T.” I can’t remember his full name, but I do recall that his first name began with a “t,” was older than the average Pub Clubber (20-something), had worked primarily in Tech PR, and had recently been laid off (we’re talking late 2000/early 2001 here).

Mr. T said to me, “I can’t write, but I don’t think that’s important. I know how to do PR, and there are enough writers to go around.” (Or words to that effect.)

I remember being quite taken aback by that pronouncement. However, being a (fairly) well-brought up Bengali girl, I smiled politely and moved on to exchange pleasantries with the less-outré attendees at the event. But Mr. T’s words stayed with me. Every now and again, I wondered if he was right.

I don’t think so.

If you’re a journalist, author or successful blogger, you already know why.

PR professionals – especially those who are new to the industry – if you ever had doubts about the importance of being able to write well, consider:

Your communications with clients, the media and internal constituents invariably comprise a high volume of writing. How will you convince them of the validity of your plans, pitches or whatnot if you can’t express yourself well in the written medium?

We live in an age where short attention spans are not just the norm, they’re “ADOS,” as Peter Shankman famously describes himself. Lose your audience before your first paragraph is complete, and you risk the possibility of losing their attention for good.

We are trying to survive through a time of record job losses and the fear and self-questioning that accompany them. If ever there was a time to showcase the diversity of your talents, it is now.

Getting Started on Writing Well

Being able to write beautifully may be a gift, but being able to write well – both succinctly as well as with meaning – can be learned. Here are just a few ways:

Give yourself a précis exercise. One of the most useful high school English classes I had to go through was “précis,” or the practice of distilling several, often long-winded, paragraphs, into a finite number of words without losing the essence of the original writing. Try it: create a table in Microsoft Excel of “x” number of cells, and allow yourself no more than one word in each cell (punctuation marks can be included after a word). How good are your compression skills?

If you haven’t already jumped on the bandwagon, get thee on Twitter. What better exercise in expressing yourself succinctly than in being restricted to 140 characters?

Capture your soundbites. While this word may have been bequeathed to us by audio-visual media, there is nothing more potent than a catchy phrase that rolls off the tongue, that not only captures the essence of what you’re trying to say, but can be used across many mediums, be they press releases, op-eds, or messaging documents.

You may be well ahead of me and, if so, please do share your tips. If you’re still trying to figure out the skills you need to hone as a public relations professional, though, don’t dismiss the ability to write well.

It might make the difference between being – well, Mr. T and you.

Image courtesy Debbie Ridpath Ohi.

Why Little Things Matter

Today, I’m sending you away from my blog – yes, you read that right – to read my guest post on “Communication Overtones.”

As you know, that’s written by the brilliant, perceptive and generous Kami Huyse, and I am honored to be one of several guest-bloggers visiting with her over the next few days. I had a tough act to follow in Lauren Vargas, and her guest post, along with several conversations I’ve had on Twitter recently, led to mine: why PR should sweat the small stuff.

I do hope you will let us know what you think. Come back and visit with me soon, won’t you?

Image: fesoj‘s Flickrstream, Creative Commons

Is Your PR Better Than Broccoli?

Ode to Brassica

PR lessons can come from the strangest places. Now, I’m not going to create a laundry list, but as I was cooking dinner last night, the broccoli florets that I was steaming looked me square in the face and said: “Is your PR as good as we are?”

At first glance, broccoli’s a pretty unprepossessing vegetable. Its scientific name, brassica oleracea, is enough to give one hiccups. It’s not elegant or neat, like asparagus. And its color, while not unpleasing, doesn’t exactly shout out for attention, like that of a tomato.

Yet broccoli’s one of the most popular vegetables in the world today. Why? Because it’s easy to cook and is packed full of nutrients. You don’t have to do much to broccoli to derive its benefits. It’s not hard to find, deeply satisfying and delivers its goods quickly and directly. Broccoli simply – is.

Good PR’s much like broccoli.

Think about it. Good PR doesn’t get lost in semantics, and can work without the bells and whistles we so often want to dress it up in. It focuses on measurable objectives and outcomes, rather than hiding behind outputs. And it adapts to the changing needs, and technologies, of our times.

With new buzz words and phrases being born every day, perhaps it’s time to go back to the basics, and remember what PR is really about, and what takes it from average to good or, even better, great.

So, is your PR better than broccoli?

Through a Lens, Richly

Communicators: how do you use your lens to impact the world?

While channel-surfing a couple of years ago, I came across the documentary “Born into Brothels.” Having been born and brought up in Calcutta (now Kolkata), I was instantly captivated by the story. More than that, I was touched by Zana Briski‘s commitment to these children born, through no fault of their own, on the wrong side of the street; and her covenant to open their eyes and bring them the riches of hope – through a camera lens.

The original Kids with Cameras. Source: Kids with Cameras

The Communicator’s Lens

When “Slumdog Millionaire” swept last week’s Golden Globes, I was reminded of the “kids with cameras,” and the power an image has to convey what, often, 516 words cannot. That is the essence of what we, as communicators, should aspire to, isn’t it? To convey a message to our audiences in such an efficient and impactful way that they are moved to action, enabling our clients or organizations to achieve their goals.

As communicators, we each have a unique lens through which we reach out to, and touch, the world.

Just in the last several days, I have come across many passionate communications professionals putting their networks to work for the greater good. Take Beth Kanter, who raised more than $3,500 for the Sharing Foundation which helps kids in Cambodia. Or Danny Brown, who’s initiated the incredible 12 for 12K campaign. You need look no further than your e-mail inbox, Twitterstream or Facebook friends to find countless examples of how an image – coupled with the power of connection – can change lives forever.

As my tribe that has overwhelmed me with birthday wishes today, I’m asking you to use the power of your lens to make a difference for the kids with cameras. You can:

• Join the Facebook group for Kids with Cameras. (We can’t donate to them via Facebook right now, but we’ll find a way to help them.)
• Donate whatever you can – whether it’s $5 or $50, directly to Kids with Cameras. If you’re clicking through from this post, please select “Hope House,” since Avijit is already in the U.S. If you’d like to make the donation in someone else’s name, just check that box (and if you want to make it in mine, I’d be more honored than I can tell you; just make a note of that in your comment below so that I can send you my email address).
• If the amounts in option #2 above don’t work for you, you can make a donation of whatever amount is comfortable for you by either calling or emailing them a check.
• If you’re unable to donate or join the Facebook group (I know it’s a tough time) but would still like to help, just send me a note. We’ll find a way to put our talents to work for them.
• If this cause touches you, please tell your family, friends and colleagues about it. Spreading the word is the greatest power communicators have!

You can change the world through your lens. How you do it is up to you.

8 Letters, 60 Years, And A New Frontier

This is a story of how numbers and people intersect.

Yesterday was my mother’s 60th birthday. Since she lives 13 and a half hours ahead of me, I was up early to wish her. I typically log on to Twitter first thing in the morning, to catch up and generally confab with my “tweeps.” While I was doing this, I noticed a tweet discussing the fun one could have with a made-up hashtag like #SHTYMFM (Say Hi To Your Mother For Me).

I thought it would be fun to tweak that and ask people to wish my mother; she’s been grappling with the emotional roller coaster of officially retiring on her birthday from a long teaching career, while still a vibrant resource for her students. All they had to do was reply to me and include the hashtag #SHBTYMFM. (You don’t need me to spell that out, do you?)

I’ve experienced, over and over again, how generous “Twitterville” can be, but even I didn’t expect for 24 people, none of whom have ever met my mother, to wish her. That number includes a few who sent good wishes her way before I introduced the game, used #SHTYMFM as a hashtag, and one who sent her a virtual birthday cake.

My mother was touched and overwhelmed. She has also created a Twitter account. I don’t expect her to become a social media maven overnight, but I am excited that she is taking the plunge into what is, for her, a brand new frontier. On the other hand, she’s quite a remarkable woman, so I wouldn’t put anything past her. And to everyone who responded, again, I thank you from the bottom of my heart.

Eight letters flew my mother’s way from three different continents, spurring her to not consider 60 years as the end of her relevance, but as an opportunity to explore the limitless potential that awaits.

That’s the power of connection.

Point. Click. Connect.

Truth be told, I didn’t expect to be writing this post at this very minute; after all, one wants one’s first blog post to be slightly more than just “why I’m here” blather, doesn’t one? However, I was given so much help today in working out some WordPress kinks by Joe Perez of Zealous Marketing, it reminded me all over again of the power of connection that we, as communicators, possess.

Why do we do what we do? And by that I mean “public relations,” “social media,” whatever you want to call it… I’m going to call it “communications.” It’s not the easiest of lifestyles – one is often on call. And it certainly isn’t for the money, though of course there are those who have made a most lucrative business of it.

Well, I do it because I love being able to use my talents as a communicator to bring people together and figure out how to use communications to reach a shared goal, to achieve common objectives. It’s not always easy, since everyone doesn’t start out talking the same language at first. But it sure is fulfilling when we finally get there.

I believe – at least, I hope – that’s the reason most of us do it. Good communication enables powerful connection. And that connection can have a positive impact on lives at micro and macro levels which, in turn, can influence the way the world turns.

That power of connection blew me away today, when thanks to my Twitter community, I received expert help within minutes, and that was just for an issue I was having with this little blog (if you’ve been plagued by similar issues, by the way, check out Joe’s “Installing Google Analytics on WordPress” video). Imagine that power of connection at macro levels; what great possibilities lie within a communicator’s hands.

Point. Click. Connect. That’s all it takes.

About Shonali

“Who is Shonali Burke, ABC”?

I’m an independent consultant who is also an accredited business communicator (hence the “ABC” after my name) currently in my 14th year in the business. I’ve worked in two continents (Asia and North America), and on both coasts of the United States. I have small and large agency experience, as well as in several verticals in the for-and not-for-profit sectors. To read the extended version of my resume, please visit my LinkedIn profile or my VisualCV, though of note is that I’m adjunct faculty at Johns Hopkins University’s M.A./Communications program, and serve as editor for Network Solutions’ Women Grow Business blog community.

I am continuously inspired and energized by the power of strategic and measurable communication to facilitate and impact business goals and, more importantly, to make a positive impact on the world we live in. That is why I work in public relations and communications. That’s why I hope most people do what they do, and particularly in public relations and communications.

I believe strongly in the power of community. To give back to the communications community that has given me so much, I am an active member of the International Association of Business Communicators (IABC), through which I also earned my accreditation in 2005. I serve on IABC/DC Metro‘s 2009-2010 Board of Directors as President, and am a past member of IABC’s International Accreditation Council.

If you need help with strategic communications planning and implementation and all that that entails – from research and measurement, to public relations, to integrated online and offline communication – please check out my website and let me know. And heck, if you just want to talk about the wonderful world of communications and PR, I’m here. Reach me at info (at) shonaliburke (dot) com.