In PR, a Good Roadie Goes a Long Way
A night out
A couple of weeks ago, we went to see a live show at one of our favorite spots around Dallas. We like it because the atmosphere is a little laid back and the bands that they book are pretty solid.
This night was no exception – the music was interesting and the overall performance was enjoyable.
At least, the part of the performance that we caught.
You see, the sound levels were just WAY OFF.
Even though we watched one of the band members “test” their levels to a point that was satisfactory (to them); and even though they asked for some corrections on their levels during the show… they never quite made it work.
In fact, the more they fussed around with it all, the worse it got.
It’s not like they were holding their microphones upside down (yes… upside down)…
But the sound quality was so bad, we ended up leaving after four songs… and we weren’t the only ones leaving.
Here’s the thing, PR pros.
We don’t work around with sound levels or do mic-checks before a show.
But we do serve the “roadie” role from time to time by providing support for a “featured act.”
This could come in the form of making copies for a client presentation; getting an editorial calendar for a pitch; or even physically cutting and pasting a news article to make it look nice for a client that may not have access to the piece itself.
These “little” things go an exceedingly long way when done right.
Truly.
Because if any of those “little” things come out sloppy, EVERYONE in your team (top to bottom) looks sloppy.
And you lose trust. Rightfully so.
Would YOU trust your money; your time; your IDENTITY with a team that can’t handle being a “roadie” from time to time…?
Roadies make shows happen.
Plain and simple. Doesn’t matter how great your music is.
If you don’t have someone handling your equipment, levels, lights, etc. correctly, you’re only prepping for a bad show.
Image: Mike Schmid, Creative Commons
With more than 14 years of public relations experience, Narciso Tovar is president and founder of Big Noise Communications, that runs on Method + Moxie. He lives in Dallas with his wife, Rhonda, and has a strong track record in media communications, both “old” and “new,” with organizations such as Vonage and the Wall Street Journal Online. One of the most energetic young voices in social media, you can easily connect with Narciso on Twitter.
Real Character, Real Work
Guest post by Narciso Tovar
I was born in October 1971.
Image: marilyn d., Creative Commons
Some of you may think, “WHOA! This dude is ancient!” While some others of you may think, “He’s older than I thought.”
Although I’m sure most of you don’t even care.
I bring it up because I’ve been feeling like an old-timer these days when I see idiocy like the stunt that Lindsay Lohan pulled in court a few weeks back.
It seems like some kids (yes, KIDS) feel like they are entitled to do things like this or that it’s ok to fall back on an “it was only a joke” kind of excuse.
Thankfully, it looks like everyone in is in the same line of thinking that this kind of behavior does no one any favors.
But here’s the thing:
There are lots of young, smart people (in business and in Hollywood) that don’t even approach this level of stupidity – bright people in PR & Social Media like Lauren Fernandez , David Spinks, Heather Whaling and Tom O’Keefe (to name a few) just don’t go there.
Because at the end of the day, they realize (just like the rest of us) that there is work that needs to be done – real work.
Even if it’s something like:
- Making copies the first half of the day
- Getting editorial calendars the second half of the day
- Stuffing press kit folders after hours for a conference
- Making a caffeine run for the team so they can keep stuffing until midnight
Because we’ve all done it at one point or another.
It’s not so much about paying your dues
It’s a matter of recognizing that this “mundane” work is still work. A lot of the “important” stuff could not happen without that stuff getting done. And beyond that, it creates some grit and character in your work style. Yes, Lindsay Lohan may not be doing this kind of stuff; but look at Lindsay Lohan.
Apples… oranges, yes.
But character is character. And respect comes to those with character. Not someone who’s in danger of contempt of court for putting a slur on her fingernails.
At the end of the day, we’re all part of the same machine. The more we work together, the better the machine operates.
And the better the machine moves, the happier our clients may be.
What’s the “most mundane” work you’ve had to do in your career? How did it help your team?
Recommended – and perhaps contradictory – reading:
- Tom Murphy says, “PR people: if you want respect, pay your dues”
- Is “paying your dues” an outdated concept? (Employee Evolution)
With more than 14 years of public relations experience, Narciso Tovar is president and founder of Big Noise Communications, that runs on Method + Moxie. He lives in Dallas with his wife, Rhonda, and has a strong track record in media communications, both “old” and “new,” with organizations such as Vonage and the Wall Street Journal Online. One of the most energetic young voices in social media, you can easily connect with Narciso on Twitter.
We All Play in the Same Sandbox
Guest post by Narciso Tovar
Early on in my career, much like everyone else in PR, one of the things that I was called to do was get some editorial calendars together. This was right around 1996 and 1997, and since these kinds of things weren’t online just yet, I had to talk to the editorial assistant to get that information.
Even though this was a very timely task (especially since these were faxed back, providing the additional chore to make sure that these faxes came though clearly enough and, if so, enter in all of the data), I actually liked doing it.
At that time, I wasn’t really allowed to speak with anyone from the press; so, conversing with a “fellow grunt in the field” was great for me.
I saw it as a way to speak with someone at TIME Magazine, ComputerWorld or Forbes…!
Turns out, I was right.
Because, you see those editorial assistants I spoke with
- at Forbes turned out to be a feature writer at ABC News a few years later
- at ComputerWorld soon became a news editor
- at TIME ended up at Fast Company as a writer
Not that I had really planned on it, but since I was nice to those people when I was asking for the stuff that was easy enough for them to pass along, it paid off. I was the fella with the interesting name that actually treated them like a human being.
In truth, I treated them the way I wanted to be treated. I saw the game as well as they did and knew enough to know that being a good person went a long way.
So, PR pros, new & old, play nice. You may very well be in a different part of the sandbox this time next year – the part that has you dealing with “widgets” instead of “knobs.”
Who knows, there may be a writer that you’ve been cordial to who’s in the same boat.
With more than 14 years of public relations experience, Narciso Tovar is president and founder of Big Noise Communications, that runs on Method + Moxie. He lives in Dallas with his wife, Rhonda, and has a strong track record in media communications, both “old” and “new,” with organizations such as Vonage and the Wall Street Journal Online. One of the most energetic young voices in social media, you can easily connect with Narciso on Twitter.
PR Pros: Protect What Is Important
One of the things I love about Eddie is that he is both lovable and loyal – he’s never really met a human that he doesn’t love, while, at the same time, he’s never backed down from the ‘monsters’ behind the front door… at least until they come inside.
And even though Eddie is great about loving family and strangers once we invite them in, his initial reaction to protecting the family is what impresses me.
There’s a lesson for PR professionals here: Protect What’s Important.
Your Client’s Reputation
If it comes in the form of an interview or in the process of getting some news out about the company, we, as PR pros, must protect our clients. We do this in media training, as we streamline their messaging and when we push back…yes…when we push back.
Just because a client may think that they have something that comes close to being worthy enough of being featured in the Financial Times, that doesn’t necessarily make it true.
Sometimes we have to save our clients from themselves.
Your Own Reputation
Much in the same way of protecting a client from putting out some lackluster news, we cannot allow this kind of thing to happen for ourselves either. Think about it. The moment we start presenting members of the press with “ho-hum” news from any of our clients (even a brand name one), they start putting you in the “look at it later” pile (or, even worse, “ignore” pile).
We have to be ready and willing to push back on bad ideas. Our clients hired us not just because of our expertise, but because of our counsel – our advice is just as important as setting up an interview with USA Today.
Moreover, like my little corgi, we have to differentiate between what’s worth fighting for and what requires drawing a line in the sand.
Don’t get caught up in the chaos or drama of your team or client – not everything is as imperative as saving kittens from a fire (even though they may think it).
So, we should keep ourselves and our teams in check.
While we may not be in the business of saving lives, it’s safe to say that we’re certainly in the business of saving a brand’s livelihood.
Image: Joel Goodman, Creative Commons
With more than 14 years of public relations experience, guest contributor Narciso Tovar is president and founder of Big Noise Communications, that runs on Method + Moxie. He lives in Dallas with his wife, Rhonda, and has a strong track record in media communications, both “old” and “new,” with organizations such as Vonage and the Wall Street Journal Online. One of the most energetic voices in social media, you can easily connect with Narciso on Twitter.
Working “The Ant Principle” Of Public Relations
PRs: Are you the Grasshopper or the Ant?
When it comes to creating tales that have a good moral lesson to ‘em, Aesop is a fella that almost immediately comes to mind. He is credited as authoring such fables as The Lion and The Mouse, The Boy Who Cried Wolf and (drum roll please) The Ant and the Grasshopper (also known as The Grasshopper and the Ant or The Grasshopper and the Ants).
The reason I dig The Grasshopper and The Ant is because it provides a strong message about the value of hard work and preparation.
Image: dierken’s Flickrstream, Creative Commons
If you don’t know it, here’s the Reader’s Digest version:
The story is about a grasshopper that pretty much spends his summer days singing away, while the ant (or ants in some editions) work and toil to store up food for the winter.
When winter comes around, the grasshopper finds himself in a bit of a pickle, dying of hunger. He eventually finds himself going to the ant, begging for food, only to get sent away and chastised for his laziness and lack of foresight.
A little harsh, yes; but one could say he had it coming… which still seems a bit mean. This is why I’m so grateful for Disney providing a much “nicer” version of the tale as a Silly Symphony…
Ahh, yes—there’s big value in that little tale.
Which brings me to this question: why, oh why, do we allow ourselves to act like the grasshopper when it comes to dealing with the press?
While we’re not dealing with the threat of starving to death, the danger of ruining your reputation and company’s brand is very real.
Whether your interview is slated to last 5 minutes or 50, things can go awry in 5 seconds.
This is no exaggeration.
What you may think is a throw-away comment can sink your corporate ship in a jiffy. This is why it will serve you extremely well to be like the ant when it comes to preparing for an interview.
When you have a game plan, it
- Ensures Consistency
- Reminds You About What You Can/Cannot Say
- Limits Surprises – doing your homework better prepares you for different types of “encounters” you may have with the media.
What to plan for:
Type of interview: having an on-camera interview calls for a different kind of game plan than having an interview on the phone.
Know their story angle: among other things, this will give you an idea on the types of questions they may be asking.
Know the Interviewer: if this person is known for getting to the “personality” of a company or digging into the origins of a corporate culture, it will most certainly make you prepare for your time in a different way.
Know the media: because doing an interview for the Financial Times is going to be a little different than having a face-to-face with “Good Morning America.”
While using this “ant principle” may not keep you from messing up an interview or inserting your foot in your mouth, it will give you a level of preparedness – even if your prep time only lasts 5 minutes. Because, unlike the grasshopper, you will have, at the very least, given yourself a level of comfort …however big or small that may be.
What do you to adhere to this “ant principle” in your work? How do you keep your “inner grasshopper” at bay?
With more than 14 years of public relations experience, guest contributor Narciso Tovar is president and founder of Big Noise Communications, that runs on Method + Moxie. He lives in Dallas with his wife, Rhonda, and has a strong track record in media communications, both “old” and “new,” with organizations such as Vonage and the Wall Street Journal Online. One of the most energetic voices in social media, you can easily connect with Narciso on Twitter.
Making A Big Noise
I have some big news (well, for me) to announce today. Starting tomorrow, I’m thrilled that Narciso Tovar, principal of Big Noise Communications that runs on Method+Moxie (you should read it if you’re not already doing so), will be writing a monthly guest post for this blog. My (and yours) very first columnist!
Why?
As is wont to happen in this age of digital media, Narciso and I have never actually met (IRL).
We got to know each other on Twitter, and I’ve enjoyed reading his take on PR, especially those posts of his that have a pop culture twist. His tweets are refreshing (I mean, Who Else Do You Know Who Takes The Trouble To Tweet Like This?) he has a great sense of humor and, more than anything, his joy for life and our profession shines through. If that weren’t enough to seal the deal, we both love Corgis.
So do watch this space every month (around the 15th or so) for a new spin on PR from Narciso; and for once, I’m using the word positively and deliberately.
For those of you who may not know Narciso, here are his “seven things you may not know,” in the spirit of the meme that went around a while back:
1. He can do a great Harry Carray impersonation.
“Once my wife, Rhonda, realized that this little fascination of mine could be used as a source of fun for kids on Halloween, she made certain that I had my own pair of oversized glasses for the night. We spent Halloween a few years back with me escorting a group of nieces and nephews as Harry Carray (full out – with the gray hair, loud tie, etc.). About half of the parents got it, while the other half were a little confused…but were pretty ok with it as soon as they realized that the kiddos were enjoying it.”
2. Narciso once crashed a wedding at the World Trade Center in NYC.
“We had a few friends come in from London for the week and had been promising them a visit to the observation deck. On one of the last few days they were in town, we made a trip to the Twin Towers to get a look-see at night. As we made our way inside, we noticed some folks really ‘dressed to the nines’ and saw that they were actually really excited about where they were heading. Seizing the opportunity, we followed them up… like we were part of the group. Soon after, we were dancing the night away and enjoying some spectacular views from the Windows on the World restaurant – it was a great night for us all in Manhattan.”
[Wedding Crashers flashback, anyone?]
3. He plays a mean short stop.
“Seems like playing the sport for about 10 years did that… I actually had one of my coaches say that I was graceful in how I could scoop up a ball and hurl it to first base…oh, yes…it’s true.”
4. Narciso had his head shaved once for kid’s cancer.
“With Rhonda and one of her cousins watching nearby (on the set of Good morning America), I had my head completely shaved to help raise money and awareness for kid’s cancer. It was part of an effort that a group of Wall Street executives agreed to do in exchange for raising money on St. Patrick’s Day. There’s even a VHS copy of that footage with me winking to the camera as they shave my head bare somewhere.”
5. He dreams one day of being a Blue Man.
“Even though there’s a height requirement that I will never (ever) reach, I still hold on to the idea that there will, one day, be a time when they’ll stretch a bit and open up the ‘Blue Man’ requirements to have a ‘shorter’ Blue Man…a fella’s allowed to dream, right…?”
6. Narciso really is the Screen Actors Guild’s best kept secret.
“From hawking products for Dairy Queen to delivering a Shakespearian sonnet; or playing a singing rooster to acting in a post-modern show; it can be safely said that I ‘deliver the goods.’”
[Both would-be thespians. See - we have so much in common!]
7. He is crazy about his tri-color Pembroke Welsh Corgi, Eddie.
“What’s not to love? This little guy is sweet, loyal and even looks like a member of the family: he’s got a long torso and short legs.”
Narciso, I’m thrilled you’re on board. I know Eddie will keep you in line.
Image of Narciso & Eddie © Narciso Tovar, used with permission.
Filed under Public Relations | Tags: big noise communications, eddie the corgi, method + moxie, narciso tovar | Comments (5)The Scorsese School of PR
I’m delighted that today’s post is a guest feature by Narciso Tovar, who reminds us the silver screen has more than a few lessons for communicators.
Filmmakers come and go – some have the staying power to make a real career out of it, while most fizzle out after a few films. As a lead player in cinema, until you’ve earned some street cred in the business, studios and executives look for any kind of upward trend in your work – even though you were well-received in your last feature, you could very well tank (hard) in your next flick.
This is why veterans always tell newcomers that you’re only as good as your last picture.
One filmmaker who has earned his stripes (and then some) is Martin Scorsese. He has not only made a career out his cinematic ventures, Mr. Scorsese has made his name synonymous with brilliant movies. And even though he’s got some interesting eccentricities like never really wanting to go to Central Park and is listed as one of 50 people barred from entering Tibet, Martin Scorsese can teach us a thing or two in PR.
Martin Scorsese is:
1. A consummate student – his knowledge of films is encyclopedic and his mastery of various techniques is remarkable…the guy served a tour of duty at NYU and taught the likes of Oliver Stone and Spike Lee. Moreover, Mr. Scorsese’s love of films has led him to establish The Film Foundation to promote the preservation and appreciation of film history.
Regardless where you may be in your career, there is ALWAYS time to learn something new in PR.
Yes, you have to stick to the basic tenets of public relations…and, yes, you have to be a strong writer…but there will always be a new way to skin that communications cat – it’s our job to find out how we can leverage their power for our company / client(s) and be smart about using these tools…wisely.
2. A guy who doesn’t take himself too seriously – how many other film legends can you say would be even open to the idea of being a shark character in an animation film, poke fun at his own eyebrows or take some fun jabs on national TV about his fondness for film reels.
Be it from our clients, bosses, colleagues, whatever – working in PR can be a bit stressful. There’s a lot to handle and it has to be done in a timely manner – now more than ever. Who the heck has time to breathe…?…YOU DO. This is not rocket science and it’s not like we’re working on a cure to end world hunger.
Yes, it’s important, and yes, there is a great deal of value that we bring to the table; but the work we do is not so imperative that you can’t take a break or get some perspective by having a laugh or two at your own expense.
3. Always trying new things in his work – from directing Michael Jackson’s Bad video, to a film like The Age of Innocence and then onto Casino takes a tremendous amount of stretching…not only from the dynamics of the actors he had to work with, but from a storytelling perspective as well.
Hold fast to the tried and true methods of communicating your ideas, both internally and externally; but explore these new social media devices that are well within your reach. Twitter, YouTube, Facebook, CrowdCampaign – they are easy to use, manageable and effective in communicating your client’s /company’s message.
So go out there and be the ‘Good Fella’ in your PR team. Keep refining your methods & approach… never get ‘too big for your britches’ and keep yourself in ‘sponge mode’ – there’s always more to do in the Scorsese School of PR.
With more than 14 years of public relations experience, Narciso Tovar is president and founder of Big Noise Communications, that runs on Method + Moxie. He lives in Dallas with his wife, Rhonda, and has a strong track record in media communications, both “old” and “new,” with organizations such as Vonage and the Wall Street Journal Online. One of the most energetic young voices in social media, you can easily connect with Narciso on Twitter.
Filed under Communication, Guest Posts, Public Relations, Social Media
| Tags: big noise communications, martin scorsese, method + moxie, narciso tovar, pr, Public Relations |
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