Shhh…I’m going to let you in on a secret

Come closer, a little closer, ok there. Here goes- PR isn’t rocket science. There, I said it and I’m proud of it. Over the years, this thought has come to me many times when talking with other professionals I respect deeply. It usually comes up when chuckling about some huge embarrassing PR gaffe we hear about that leaves you just scratching your head wondering “why would they do that?”

Now, I want to be clear that I’m not saying that all the wonderful PR people I know aren’t talented, brilliant, and dedicated professionals in the truest sense of the word. But when it comes down to it, our goals often rely on taking a message (from our employer, a client, our own) and finding a way to connect it to an audience that we want to reach and engage. Not rocket science.

I wish it were a magic formula that only a few people had cracked and I was a member of that exclusive club, but much of what we try to do boils down to understanding the workings of the amazing human brain. PR people need to spend time understanding what motivates people to take the action we want or need them to take. The challenge (and this is where we can actually add a lot of value and earn our keep) is to get past yourself and your organizations’ collective thoughts of “this is the greatest piece of news ever- everyone will want to know this” and move to a view of your audience who is thinking “why in the world do I need this info and how does it fit in my life?”

There’s a simple tip that I learned from a great mentor—“So what.” That’s it, from the audience perspective I want to be able to give them a good answer when they ask “so what.” I need to deliver the important part of my communications in a clear, simple manner that gives them a personal answer to that question and gives them a motivation to spend their time and remain connected with what I’m saying.

Now, in an era of more communication channels than ever before, how does this concept change? Not that much. When looking at how to engage customers or supporters via social media or Web 2.0 the concept remains the same though the method of engagement changes dramatically as we have a chance to connect more directly with our audience in real-time. Before creating a massive SM campaign that hinges on a new promotion, adding dedicated SM staff, or building a new Web site with enhanced functionality think first about how you can add value to your audience.

Think about some basics that drive behavior:

· What does your audience already know?
What is their experience which will shape how they interpret your message? Think about things like history with your brand/competitors as well as regional or cultural elements.

· What do you want them to do?
You’d better get this sorted out in a very clear way before engaging in the SM space. Failures in this area can be found everywhere....like when you see five updates a day from someone on Twitter that only includes when they got up and what they’ve eaten all day. If this is the best you can do, please don’t. You’ll only hurt your reputation if you hop online and haven’t thought this question through and figured out how you can actually provide people with a way to engage in a manner that’s good for them and drives your goals.

· How is it personal to them?
Put yourself in their shoes and answer my favorite question: So what? Run your information through this screen and see if you have a good answer to what you’re adding in their lives. This element is especially true in the social media space. The most successful individuals and organizations online get this point and focus on it consistently. The advances in social media aren’t realized by just pushing content out in one more channel but by adding value to people online in an honest way right where they’re at in their lives. It’s the potential for personal connections that make SM so valuable. However, you need to realize that it can’t just be about your info but rather what about your interests matches those of your audience.

If you’d ever like to talk more about the simple premise of communications (the devil is always in the details) just let me know. I would love to hear from you. It isn’t rocket science but it sure can be fun.

@dfolkens

Who do we pitch to when there's no one left to pitch to?

Had an interesting, albeit short conversation with my friend and PR colleague, Ryan Mathre, on the golf course the other day. His question: "Who will we pitch to when there's no one left to pitch to?"

Of course, this question is based on the premise that the traditional media channels as we know them are slipping away. Newspapers are shuttering their doors. Others are laying off staff or offering furloughs. One way or another, the traditional newspaper model as we know it today will change. Eventually.

So, then what? Basically, that was Ryan's question.

My thought: Organizations will simply do what they've done for years--just in a different way. They'll tell their story. Only in the future, with new media channels in place and with people consuming news and information in different ways, organizations will have the opportunity to tell their stories directly to their customers. Heck, some are doing it now.

Look at the strategy Domino's employed last week in addressing its crisis. Sure, they most likely issued a news release with their official response in an effort to tell their story through traditional media channels. But, they also recorded Patrick Doyle, CEO, telling their story firsthand to customers and key stakeholders on YouTube in a more human, visceral way. Domino's didn't pitch anyone. Didn't pick up a phone. Didn't send an email. They simply produced a video, posted it to YouTube and hit "upload." And boom--their message is instantly available to millions of potential Domino's customers and influencers.

The game is changing. And right now, we're in this limbo state. Traditional media channels are very much still in play. Think the New York Times or CNN has no clout? Better think again. But, new media channels are offering organizations a very different way to tell their story. Sometimes it's direct-to-consumers (YouTube videos) other times it's more indirect (monitoring and commenting on key blogs in your niche market).

What do you think? What will happen when we don't have anyone to pitch to?

Do we have a language problem in PR?

When you think of PR, what's the first thing that comes to mind?

Admit it, you tend to think of media relations, right?

As I talk to business folks, I still get the feeling that a lot of people think PR is really just media relations.

Gee, I thought PR meant influencing and persuading attitudes, perceptions and behaviors of key stakeholders. More accurately, according to Wikipedia, PR is the practice of managing the flow of information between an organization and its publics. In that respect, media relations is just one way we do that. Hasn't it always been that way?

PR is much, much more than just media relations. It includes a number of other disciplines that we all practice on  a daily basis to help our clients achieve their business objectives. Community relations. Social media. Internal communications. Executive communications. Investor relations. And marketing communications, to name a few. 

I think what we really have is a language problem.

For the bulk of the non-PR population, PR=media relations. But we know it to mean and represent so much more.

The key here is that this is affecting our reputation with executives. If management only sees us as media relations experts, it doesn't get us the credibility we need to get a seat at the big table. And it certainly doesn't allow us to demonstrate our many skills and talents for influencing and persuading the attitudes and behaviors of key audiences (and ultimately affecting purchasing decisions, for example). In the end, it usually means we're left out of key management discussions and decisions and our counsel is not sought--a "lose-lose" situation for both management and PR professionals. 

So, given that, how do we start redefining PR for management? If you had 2 minutes to state your case, what would you say?

PR Rock Stars: A conversation with Rachel Kay

I met Rachel just a few short months ago on Twitter chatting about advice for young PR grads. Over the last few months we've shared thoughts on the PR industry, brainstormed ways to engage our PR colleagues and discussed the ins and outs of the golf business during her trip to the PGA Merchandise Show (hello, Jealous, party of one!).

But the thing I've noticed about Rachel, besides the fact that she's a razor-sharp PR pro who's never shy about telling you exactly what's on her mind: She's not afraid to jump right in. Yes, economic times may be tough. Yes, she may be resource-constrained (down a staffer at her shop). But, at the same time, she's not afraid to try new things, take a different approach or identify an opportunity and seize it before the moment has passed. Case in point: her involvement with Danny Brown's 12 for 12K initiative (see below). That's the kind of Rock Star I want on my team. The type who's smart, passionate and not afraid to take calculated risks. You can never have too many Rachel Kay's on your team.

You've recently joined the 12 for 12K challenge, an initiative designed to raise $12,000 for 12 charities in 2009 (the brainchild of Danny Brown). Why did you join the fray, how are you participating and what are you doing to encourage others to rally around this cause?

I was instantly attracted to 12for12K for a number of reasons, the first being the well-deserving charities that stand to benefit from this remarkable effort. So many non-profit organizations are in desperate need of assistance right now, and with the economy in its current state, people are understandably more reluctant to give up their money. This effort doesn’t require a significant donation – so it’s important to communicate to people that we can still be frugal while helping.

I was also fascinated by the cause because of the passion of those involved, especially Danny Brown. The best way to execute a successful campaign is by leveraging the resources you have in front of you. Danny Brown combined his expertise in social media and PR with a passion for charity to create this global effort designed to benefit so many. Other partners have donated creative services and PR skills. In addition, it’s really an experiment to see how social media in many different forms can propel camaraderie of giving. Our friends on Facebook, Twitter and other vehicles are our peers and friends, and through the sheer sharing of information we can take our efforts far and wide.

My task is to rally corporate partners engaging businesses eager to join an exciting and well meaning effort. What’s great is we can tailor a program to meet the needs of any company, so the sky is the limit! We really encourage companies to join us – because there is so much buzz about how brands are approaching social media, this is such a great way for companies to add to the social Web in an impactful way. This month’s charity is Stop the Silence, which helps pay for medical and psychological treatment, social services, legal costs and much more for young victims of sexual abuse. Companies, if you are reading this, contact me to get involved!

We've had some discussions online about the younger PR generation. You seem to have a great deal of passion around mentoring more junior-level professionals. What advice would you give these Gen Yers looking to advance their career in this industry?

The next generation of PR pros is a significant point of passion for me – I have spoken many times to students about the industry and what to expect as they enter their careers. In addition, as someone who is currently looking for entry-level talent to join our team, I have had great insight into the areas of opportunities in the current talent pool.

As everyone is well aware, the economy is a mess right now. Newbies are struggling harder than ever before, competing not only with other new entrants, but with more experienced people that have lost their positions in the downturn as well.

Tips for the job searcher:

• Network with Social Media. This younger generation is more experienced with social media than any previous. Now move beyond simply the social. Leverage this experience to reach out for advice, referrals, and information interviews using Linkedin, Twitter and even Facebook. Ask your network to help you, and give them the professional demeanor and materials to make it easy for them.

• Customize. Customize each cover letter for each potential employer. Time consuming? Yes, but what else are you busy with? When 300 resumes fly past my desk I want to know you want to work at MY company, and not just any company. I’m amazed how many applicants have clearly sent me a generic piece. In addition, if you send me the same template you send everyone, I figure that’s the same way you approach media relations, which isn’t what I am looking for.

• Prepare. Before meeting with a potential employer, use your skills to research the company. Go beyond the Web site – what are they saying on blogs, on Twitter and product reviews? Understand the types of clients they have, or the type of business they are in. Beyond your own learning, use these points of information to form your own insights, questions, and opinions and share them in the interview. You will come across as informed, thoughtful, and well beyond the typical candidate.

• Energize. In this economy everyone will experience rejection. Working through your disappointments will require persistence. Energy in the interview will also differentiate you. In this economy an employer wants to know that you are the best investment among many candidates.

Tips for those employed:

• Perform a Level Above. Always perform at the level you wish you were at. While you may dislike the tedium of compiling clips and sending out calendar announcements, if that’s what you resign yourself to then you’ll stay there a lot longer. Get creative and show off your strategic thinking skills by sending your supervisors new ideas to generate buzz for your clients. Pull together data on what the competition is doing and present it with some forward-thinking ways to for your company to get ahead. Read the trades so you can speak industry talk with the higher-ups. Do you current job fabulously, but think bigger.

• Speak Up! This is PR – make yourself heard. Always publicize yourself by being a dynamic force within the company. Position yourself as a future leader by speaking up in meetings and giving opinions and ideas. My first boss used to rap me on the knuckles for staying too silent! If you are vocal, you’ll be the first to be invited to that new business meeting or client call.

• Be a Sponge. Soak up all you can. Pick your boss’s brain over lunch about issues in the PR industry. Share something you learned during Journchat and ask her thoughts about it. Call your local television station and ask if you can come in for a station tour. Offer to treat a reporter lunch in order to learn more about what he or she likes to write about. Read everything you can get your hands on. Knowledge is power!

I know you're a big Sarah Evans fan and you follow JournChat religiously. Why do you participate and what do you think other PR professionals can gain by joining the discussion every Monday night?

Sarah Evans has done an incredible job providing credibility to the career of PR as well as leveraging social media in revolutionary ways to benefit the trade. Journchat is a fun and engaging meeting of the minds for PR up-and-comers, veterans and journalists, which takes place Monday nights on Twitter. Never has there been a better opportunity to get inside the heads of journalists to find out how they like to be pitched and what the most current tools are.

Anyone in the PR industry can gain insight by participating in or following Journchat. PR is changing with the speed of light, and pros are implementing new techniques all the time. These fantastic ideas, especially the implementation of social media, are common topics of discussion on Journchat. This is a free service which can help all of us stay on the cutting-edge of the successful techniques others are using. In addition, Journchat gives each of us the chance to position ourselves as leaders in our field and to build relationships with journalists and bloggers in an incredibly personal and engaging way. Just follow #Journchat and join the conversation or simply soak up the information.

You started Rachel Kay Public Relations a little over a year ago. What key lessons have you learned in the past year about running a small agency and the challenges that go along with that?

I learned that running an agency is a lot of work! The biggest challenge for me is juggling the administration with the client work – because we are small, I have to do a lot of things myself including sending invoices, collections, interviewing and purchasing. However, the benefits far outweigh the challenges.

There is an amazing satisfaction in taking on clients based on what you enjoy and believe in. I love the thrill of courting a client, customizing a plan with exciting ideas and creative thinking, nurturing my clients understanding of communication and creating results that elevate their businesses. In addition, I also adore my team and creating an atmosphere where my employees feel empowered to own projects and share ideas.

Finally, a personal question. I know you follow the Hollywood scene closely. Any insights into what we might see at the Oscars on Sunday? Any favorites or dark horses you like? Surprises we might not expect?

I am going to be completely honest – I am in no way qualified to answer this question because I have only seen one of the flicks, “The Curious Case of Benjamin Button.” I’d like to see a few more before the big night if possible, but in true PR style, I’ll take my own direction with this question and make some bets on the fashion, since that tends to be my favorite part!

The ladies – Some of the most beautiful actresses in Hollywood are vying for awards this year, which will make this year’s awards show stunning if nothing else. Angeline Jolie will shine as always, I predict in a Grecian-inspired dress, but I am hoping she goes bold with something outside of her typical neutrals. Anne Hathaway will ravish the red carpet with her classic glamour in something bright and eye-catching. Kate Winslett will rock her fabulous curves in a form fitting gown (I’m betting blue, which seems to be her favorite). Penelope Cruz has worn black (my favorite) at the last two big shows – will she change it up for the big night?

The gents – A more rugged crew than the ladies, Sean Penn and Mickey Rourke are sure to be sporting just-rolled-out-of-bed disheveled hair – hopefully partnered with some dapper tuxes. Taking a big leap (note the sarcasm), I predict Brad Pitt will be his always traditionally stylish self in classic black tie. Finally I think Dev Patel from Slumdog Millionaire will keep it young and fresh, possibly choosing a skinny tie over typical black tie and maybe adding a pop of color. That’s all from the Red Carpet.

Rachel Kay Public Relations (RKPR) specializes in the consumer technology, food, beauty and fashion industries. RKPR helps smaller, emerging brands and Web start-ups maximize their potential and tell their story through a variety of tactics including media relations, media events and press conferences, social/online media, and media training. RKPR has landed coverage for their clients in the nation's top press, including CNN, Good Morning America, The Today Show, Newsweek, People, Elle, US Weekly, Entertainment Tonight, Cosmopolitan, Shape, Self, Fitness, The New York Times, The Los Angeles Times, Brandweek, Adweek and many more. You can find Rachel and her agency online at www.rkpr.net.

Resource: #healthcomm chat participants

Quick resource for those who'd like to join the #healthcomm chat Sundays from 8-9 p.m. CST. Below is a list of participants from the first chat on Sunday, Jan. 25. Please comment below to add your name to the mix. I'll keep a running list and publish every other week.

Next #healthcomm chat will be Sunday, Feb. 8, 8-9 p.m. CST. Hope to see you there!

@danamlewis
@arikhanson
@2healthguru
@zanesafrit
@tstitt
@eilsmi
@sbradley3
@philbaumann
@sarahzaenger
@heatherhuhman
@addykujawa
@chrisboyer
@boehringer
@alecjr
@stevenbarley
@lynnmcfarlane
@redrockette
@shwen
@talstonedj
@rainesmaker
@cybersibesk
@mjcostajr
@jonnew
@edbennett
@medicalstudent
@mariancutler
@kellyferrara
@meducate
@billfer
@danfuoco
@tomokeefe1
@cmpr

Twitter 101 for PR pros

In chatting with a few colleagues over coffee and at recent PRSA events, I've heard a common theme emerge: a distinct need for Twitter 101 for PR pros. For every David Mullen, Danny Brown or Sarah Evans that understands the nuances of Twitter and how to use it, there are thousands of PR pros out there that still just don't get it. But, they want to learn.

Hey, I'm no Dave Fleet or Peter Shankman, but I think I have a decent understanding of the basics and I thought I'd share some of the tips and tricks I've learned along the way to getting started on Twitter:

* Knock off the basics first. Set up your account by clicking on the "Get Started" button on the main Twitter site. Fill out the basic contact information. Then, work out the details of your account:

* Find a good photo or head shot of yourself to use as your avatar. Make sure it's a photo that makes you look approachable. Remember, Twitter's kinda like online dating--people are going to follow others who look friendly and approachable. Plus, you want to put your best foot forward on behalf of your clients and the organization's you represent (if that's how you're engaging).

*Don't get too cute with your Twitter "handle" (name). I'd suggest the first name/last name approach. Keep it simple. Easier for others--including journalists and other key stakeholders--to identify you in the Twitterverse that way.

* Make sure you fill out the "Web" and "Bio" portions of your profile. For the "Web" link, use your LinkedIn profile if you don't have a blog or Web site. Most folks want to know more about you when they follow you. Make it as easy as possible for them.

* Who to follow? Once you have your account/profile set up, start thinking about who you'd like to follow. There are a few ways to do this:

* Use Twitter Search. Easy way to find people with similar interests. Search by industry, product, service, etc. Find the people you want to connect and share with, learn from and listen to.

* Find journalists within your industry/areas of interest to follow. One good resource: http://mediaontwitter.pbwiki.com/. (thanks Sarah Evans!)

* If you read blogs in your industry/niche regularly, search the blog rolls for folks who might be on Twitter. Most bloggers have links to their Twitter page right on their blog.

* Raid the followers of your first follows. Once you've identified a few folks to follow, take a peek at the folks who follow them or people they follow. You can find this information on the right hand side under "Following."

* If you're in MN, and you're looking for other PR tweeps to follow, you'll find a slew of Twitter handles for local PR/communications pros using a list I recently created, which has been supplemented from folks across the Twin Cities.

* Lurk, then engage. OK, now you've got a few people to follow (and soon, hopefully a few followers of your own). Before you start engaging, I'd suggest "lurking" for a while. Maybe for a few weeks or so. Read other people's tweets. Get to know them--read their bios and blogs (especially important with media--just like "offline" media relations). Just observe how others are acting and behaving on Twitter. After a few weeks, start posting your own tweets. But, make sure you have a strategy first. What kinds of information are you going to tweet? Will it be professional? Personal? A mix (what I recommend--humanizes you, makes you more approachable). How often will you tweet? More importantly, though, start responding to others. Do this by hovering over the right-hand side of each tweet. You'll see a curved arrow--that's the @ button. Click on that and you'll reply to that person's tweet. Keep in mind, if you go this route, everyone that's following you can see your response. Want to keep it more private? Go with a DM. Find this button on the right-hand side under @Replies. By using DM, your tweet to that person is private and only they can view it (DMs more appropriate for pitches to journalists). Replies and DMs are the lifeblood of Twitter. Use them often to engage in conversations. I try to keep the 80/20 rule on Twitter. 80 percent of my time is spend replying and DMing fellow tweeps. The remaining 20 percent is spent generating my own tweets.

* Be yourself. Some of my favorite people in the Twitterverse are also some of the most funny--and I've never met them face-to-face. People like Danny Brown, David Mullen, Amber Naslund and Scott Hepburn crack me up daily. They also come across as real, genuine people. I think that has a huge impact on your success online--even if you are representing your organization. Don't be afraid to share who you are. How do you pull this off? Create a mix of tweets that reflect your professional thinking and your personal life. The best way to connect with people is to give them a glimpse into your life. If they find something you have in common, they will reach out, connect and share.

Up next, Twitter 201--taking it to the next level (including using favorites, building communities and other Twitter applications to use).

Any additional tips for PR Twitter beginners? What's missing from this list for first-timers?

Photos courtesy of: wboswell, seydoggy and Steve Woolf.