Archive for September, 2011

HR Communications: Don’t Kill The Mood With Silence

Friday, September 30th, 2011

A corporation’s hiring manager does not return a phone call to a former colleague about a job opening after a lengthy discussion about it the month before. The applicant previously worked in a similar role at the company and left to be a stay-at-home mom. She knew the company inside out. In fact, she performed many of the job functions very well. She left on good terms. But in the end, her enthusiasm for this new job opening ultimately is met with silence from the hiring manager. The manager never follows up and a bridge is burned. The hiring manager forgot about how this lack of communication affects her company’s brand. Maybe she did not know how to handle the situation when she decided to hire someone else. But her lack of communication and follow up resulted in the company losing a long-time customer. This erased the applicant’s great experience as a former employee and brand enthusiast.

Silence is an informal mode of communication snuffing the life out of a customer’s experience. Not returning an email or phone call, even if it’s not a direct customer experience, impacts how people view your company and brand. Employees are the face of your brand and every interaction (or lack thereof) with the public makes a difference. Whenever people reach out to your company, whether by resume, voicemail, email, Facebook post or direct Tweet, they expect a response. Silence kills the buzz your marketing and communications teams work so hard to create.

 

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Watch Your Back To Avoid Bad Video

Thursday, September 29th, 2011

A local TV station conducts a live interview with an airport representative regarding an upcoming, big announcement. The anchor asks question from the TV studio. The person answering is standing somewhere in the airport. I see portions of two signs that reference the airport, but I can’t quite make out the words. The most prominent sign in the background is “Paradise Bakery.” The big announcement is not about Paradise Bakery. The photographer should have composed the live shot differently. The airport representative should have ensured the photographer composed the shot differently.

A woman sends me a video soliciting business. She sits at a desk. To her left is a plastic container separating documents. To her right is a big printer. I don’t like desk interviews. I dislike them even more when papers and printers distract viewers’ attention.

I once composed what appeared to be a beautiful, outside interview for a client. Then I saw in the distance a big, orange container on the adjoining property. That container forced me to change the camera angle and rethink the whole shoot.

People worry about how they look on TV. They apply make-up and make special trips to the salon. All of that is for naught if your background distracts from your words. Sometimes clutter is the distraction. Sometimes a boring white or brick wall sinks the shoot.

Look over the person’s shoulder. Are people going to be watching that computer monitor’s bouncing screen saver? Is someone walking by now and then? Is there personal information posted on a bulletin board that someone will try to read? Does that window make you look like a silhouette? Why can viewers see that trash bin?

Your background is as important as your foreground. You don’t want people looking over your shoulder when you look into the camera.

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Public Relations: When Employees Drive Your Brand Into The Ground

Tuesday, September 27th, 2011

A mother with two children in the backseat approaches a major intersection.  The light turns yellow. Instead of immediately turning left, mom stops and decides to wait for a green arrow. While waiting, she sees in her rearview mirror that the driver behind her isn’t happy with her decision. He’s making hand gestures toward her. When the light turns green, mom turns left. The driver behind her catches up and while passing mom, raising his hand toward her.

Drivers in a hurry don’t surprise me. What surprises me are drivers like him, who make hand gestures toward others while driving a marked, company vehicle. I drove inside well-marked company vehicles for years. TV stations usually don’t miss an opportunity to cover any space with their logo or smiling anchors. Most people waved and smiled at the TV truck. But I was always very aware I was sitting inside a rolling billboard. When another driver expressed his discontent with us, I didn’t respond. Responding would make it too easy for the other driver to call the station and complain. Some of the people I drove with in company cars were not as reserved. They sometimes responded with passion. Perhaps the car logo instilled in them a sense of power. “We’re the media!”

I once aired a story about how few drivers obeyed a specific construction speed zone. One driver we caught on video driving faster than the posted speed limit was in a state transportation vehicle. Part of the story reported how even a state transportation worker didn’t obey the speed limit posted by his own employer, the state government. I interviewed a state public information officer, whose department helped promote the importance of going the speed limit especially in construction zones. My questions put him in an awkward position.

A mail truck once cut me off. I took a picture of it and posted it on Facebook and Twitter. I only explained the vehicle cut me off. I didn’t need to explain the irony or who owned the truck. The trucks emblems told the story.

Drive around a while. You’ll see company vehicles of all sorts speeding or radically switching lanes. Their type of business sometimes makes the scene ironic. I once interviewed a bus driver we shot video of speeding in a school speed zone.

I don’t think I’ve ever called one of those “How am I driving?” telephone numbers on the back of vehicles. I’m probably worried the company will take no action or, worse, fire the poor driver due to my phone call. These drivers frustrate me. But I don’t want to get someone fired.

The biggest story is these drivers don’t seem to understand they’re driving around a brand the moment they get behind a wheel. Their poor driving habits often reflect poorly on the company. When someone called the TV station about the way one of its employees acted on the road, I’m sure that person also shared with their friends “You’ll never believe how that Action6 Truck was driving. And then he flipped me off!”

Somehow companies should drive this branding message deeper into their drivers. “How am I driving?” stickers and vehicle numbers don’t seem to steer some of these drivers into better behavior. The streets make people so mad. Too many drivers don’t hit the brakes to think about their response. And the boss back in the air-conditioned, corner office might be paying the steepest price of all. Getting somewhere two minutes faster isn’t always worth the hours in business you might lose.

 

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Social Media’s Arms Race

Monday, September 26th, 2011

 

The world once witnessed an arms race. Now it faces a different arms race:  a literal one. The kings of social media are in a continual duel to control your arms, hands and minds when we sit before a computer or mobile device and decide how to share our lives.

On one hand, the very platform of social media sparks my interest on a personal level as it does with hundreds of millions of people. I engage social media in an ever-evolving manner to promote my business. And others hire me to execute social media strategies to promote their businesses. On a bigger scale, we already know social media’s influence in social movements. But I sensed corporate America truly did not welcome my questioning of authority and the status quo. That’s one reason I left. So I don’t think I must surrender my right to question social media simply because it’s often tied to my life and I believe in its power. The moment we stop asking questions is the moment we become doormats instead of thinkers.

I followed the Tweets as they trickled out about Facebook’s new Timeline and how it allows us to share even more of our lives online. My first question was where does this personal sharing tunnel end? I envisioned, as if in a hazy dream with lots of fog, a social media representative in the future explaining I am now required to give the company a key to my front door. Would people’s Timelines truly start from the beginning and include someone posting video of their birth? If I start listening to music with a friend through Facebook, maybe one day I would no longer walk my dog Molly. Social media might let me click on a link and listen to her walk from my computer.

My next question concerned Twitter and Google+. I tried to imagine their leaders listening to Facebook’s new ideas and them shouting to themselves “Ah ha! I can top that by next month!” Maybe to topple the new Timeline feature, Facebook foes will unveil a Time Travel function allowing us to change the course of history and visit the future.

During the housing bubble, few people seemed to stop and raise too many questions about all of it while having fun and making money. The social media arms race isn’t the housing bubble. The stakes, I can only assume, are nowhere near as high if, for example, everyone tomorrow decided they were sick and tired of social media. But I do wonder where this is all eventually headed, how it ultimately affects society and how the next announcement will try to top the latest.

In the meantime, I’ll try to enjoy the new features and leverage them to the best of my ability for both my clients and me. I like social media. If nothing else, it’s still a fairly new idea that is just cool and fun. But this new idea is starting to remind me of the old saying “too much of a good thing.” We already witness three people sitting at the same restaurant table all staring down at their phones. Perhaps soon we will share each other’s lunch via social media without ever leaving our desks. Pass the virtual ketchup. Just don’t spill it on my keyboard.

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Media Relations For Those Who Scream And Don’t Wear Shirts

Sunday, September 25th, 2011

A TV reporter recently Tweeted how someone honked their horn when she went on air apparently to disrupt or throw her off balance. This reminded me of a story I covered years earlier about an Arizona Cardinals football player.

The story took us to the player’s neighborhood. Shockingly, no one opened the athlete’s door. The photographer set up the live truck on the street so we could deliver the story in a timely fashion to a desperately waiting public. When I started speaking during my live shot, a car alarm behind me sounded off. After tossing to my edited story, the alarm went silent. When I appeared live again, the alarm returned. Before leaving the scene, I found a pen and paper and wrote something such as “Is that the best you can do?” I wedged the paper into the vehicle’s windshield wiper. I assumed someone inside a nearby house watching me on TV disagreed with our editorial decision to cover the story and decided setting off a car alarm was more effective than leaving a voice mail on the station’s comment line.

On a different day, I covered a breaking news story on the streets of Tempe. Upon arriving on the scene, we quickly went live with yellow police tape flickering in the background. Someone watching in a nearby apartment ran downstairs, jolted into the street, jumped briefly between me and the camera, shouted at the top of his lungs on live TV and ran back home. It happened so quickly, it was a blur and I didn’t miss a beat. An officer witnessed the incident, tracked down the culprit and asked if I wished to press charges. I declined.

Attempts to disrupt reporters on live TV go much deeper. I’ve seen people attack reporters, throw items at them and engage in obscene gestures in the background. These are simply members of the general public who haven’t discovered the benefits of strategic media relations.

For a low fee, someone should offer a personal, media relations product for people who seek a more effective method in expressing their disgust with the media. This would assist the media in fulfilling their duties without disruption and allow angry citizens (like the grandmother I once thought would beat me) a more civilized response. I appreciate the comment line or the voice mails of concern forwarded to specific reporters, but the public probably doesn’t realize how some journalists forward those messages to each other for a good laugh.

Personal media relations when you need it could expand into other areas. Consultants could advise neighbors not to appear in TV interviews without wearing a shirt. Experts would recommend others to tidy up their homes so reporters wouldn’t confuse the living room with the garage. I remember when a co-worker visited a home with such a messy front yard, the reporter mistakenly asked the homeowner about her garage sale.

Media relations is not simply for corporate America. It’s an effective strategy, even if only employed once, for the average American who wishes to wage war against the media without hollering bad words or honking the horn.

 

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Public Relations: Don’t Be Loud, Obnoxious, Gross Blur

Thursday, September 22nd, 2011

I drove behind a car wrapped in a restaurant advertisement. The vehicle appeared the victim of a paint ball war. Either that or Godzilla lost his lunch on the doors. The ad also included photos of the restaurant’s food. They looked as appetizing as diesel fuel. Maybe they seemed yummy on a smaller scale, but seeing them on a car instead of a computer screen would make visitors shout “check please!”

More car wraps, bright and splattered with color, are passing by these days. Too many have crossed the yellow line. They grab my attention like a bright, orange sports car would. You can stay in my blind spot, thank you very much! I rarely notice the slogan or business name. I’m too focused returning my attention to the road.

I’m not painting a broad bush across all car wraps. But the ugly ones and their distasteful pictures become the unintended message: “Don’t eat at this restaurant” or “Steer clear of this product.” How a message is presented determines how it is perceived. In these cases, the presentation overpowers the message.

This image problem ranging from cars to cameras. Too many videos by video “experts” highlight their poor lighting, shaky cameras, talking heads, distracting backgrounds and hollow sound. I tune out and turn off.

TV commercials are my next target. When I see two giant servings of ice cream in a car start making out, I’m ready to skip dessert. I appreciate humor but I think the ad’s goal was to make me hungry not disgusted.

Being loud and obnoxious doesn’t always equal success. If your brand has a voice, ensure it’s a pleasant one. If you want to literally drive your brand home, less paint is sometimes more.

Social Media: My Tweets Suffer Without My TV Potpourri

Wednesday, September 21st, 2011

Working in TV made Twitter fun and easy. While walking from the parking lot to the station, I’d see a woman dressed like a prostitute. Tweet! In the morning meeting, someone blurted out something 
redonkulous. Tweet! The disgruntled manager whispered something too loudly. A co-worker complained I’m too noisy. A smart reporter cracked on his dumb assignment. Tweet! Tweet! Tweet!

Most people were Tweeting links to content. I Tweeted life’s craziness. A photographer walked in wearing bright, red shoes. A live truck broke down five minutes before a live shot. An anchor said something the rest of us took out of context.

I take credit for having the talent to recognize a good Tweet. But my TV potpourri inadvertently wrote my material.

Then I left TV. I don’t see prostitutes anymore. No one complains about my loud voice. The meetings I attend are not snarky and sarcastic.

Twitter is about joining the conversation. But my surroundings have
 dropped in silliness. My search for goofiness often goes empty. For me, Twitter now is more work than party. It’s more content than craziness.

I miss you, my TV friends. Twitter misses you more.

Being Mr. Mom is Manly

Tuesday, September 20th, 2011

I spent a portion of the weekend watching Mr. Mom. I’m convinced the movie is on a list of films cable TV plugs in when schedules need to fill a cinematic hole. I’ve watched Michael Keaton play Mr. Mom more times than I’ve seen him dress up as the dark Cape Crusader. But this experience affected me differently.

This time I tuned in more to the movie’s message about difficult, economic times. I connected to the father who, to the theme music of Rocky, eventually approached raising kids and running a home with the same strategic tenacity as he approached his job as a car engineer.

I once dreamed of appearing on television as a network correspondent. I imagined myself based in a sophisticated city living off laptops and hotel rooms, occasionally looking at life through the window. But during my last few years as a TV reporter, I began to realize the number of times I missed a family moment while I covered a story (or sat in a meeting) that provided little passion for me. Something struck me. No matter how good I was or how good I got at my career, the achievement would bring minor fame and respect from colleagues. Then they would move onto the rest of their lives.

Even the most renowned members of our industries gain brief notoriety and if they really hit it big, might be remembered by pop culture or by insiders who appreciate the nuances of their field of interest. Woodward and Bernstein are legends, but I don’t daydream about them on a regular basis or find serenity by contemplating their achievements. My path in local news was not about to disrupt government corruption at the highest levels and leaping to a network would ensure I would miss years of family time. I might travel the world and meet leaders as a network journalist, but in the end, I would be a legend in my own mind.

My true legacy will live on only with family. They learn from me. I learn from them. Like many men if not most, I once feared earning the lesser of two salaries. I once feared not meeting manly standards. But after years of conference room meetings, covering big stories, being recognized and watching office politics swirl around me, I was done with that scenario. I proved I can survive and excel in that environment and it bored and frustrated me.

A friend told me, even if financially feasible, he could not stay home with the kids. He wasn’t built for that. I laughed inside. That’s all I wanted. My work achievements quickly paled in comparison to teaching children values and being beside them for the simple things in life. While I build my new business under my rules and by my time, my schedule is flexible for family. I’m probably more passionate about work than in years because I found the balance I desperately sought. I don’t need a rush hour drive, a desk, daily meetings and live shots to define who I am. What’s more manly (or perhaps crazy) than turning down a regular two-week paycheck to blaze your own trail?

While building The Flip Side, I might also turn into a mom taxi or start cooking some dinners. I might take pride in an organized house with the same zeal I take pride in writing a perfect script. I’ve already learned the challenge of a corporate job and maintaining a household are equally daunting. Mr. Mom eventually shaved his beard, dumped the old T-shirt, stopped feeling sorry for himself and learned building a family was as or more important than building a car. If being manly is succeeding at a good job with a good salary, then I earned my man card long ago and played the role of stud. And if sometimes playing dad, Mr. Mom and business owner aren’t enough to meet society’s and my own expectations of being a man, I’ll go cut down some trees, change a high up light bulb or drive around the family taxi while wearing my Miami Dolphins cap and rubbing the stubble covering my face. Instead of building a false legacy, I’ll be manly my way. Just don’t ask me to buy a mini-van.

Show Me Your Video, Then I’ll Check Out The Menu

Tuesday, September 20th, 2011

 

In the darkness of a restaurant bar while watching football on TV, my conversation with a friend turned to video. He had sent out an e-newsletter. And buried among the text were links to video. Few people clicked on those links. But in a following e-newsletter, he played up his video front and center. The video was not simply a link. The video included a thumbnail previewing what people were about to see.

On a different day during lunch, another colleague asked me if I watched the video on his company’s website. I told him I couldn’t find it. He tried to explain where the company placed the video, but his instructions sounded like a map on how to find treasure at the end of a labyrinth of caves.

In yet another case, a man told me about what sounded like a wonderful video on the company’s founders. But he didn’t know where the video was. It certainly wasn’t on their website.

Yes, I believe video is a powerful way to share your message and your company’s story. But you need to tempt your viewers’ taste buds. Imagine a restaurant that prepares the town’s top steak but only serves it to customers who walk into the kitchen. Or think about serving that steak without allowing a patron to first see and smell it. Too many businesses which buy into video marketing tuck that video away onto a page I may never click on. Or they present it as no more than a link where it turns into just another plate of blue text.

Make your video the star attraction. Don’t hide it. Use it to ensure visitors stay on your site longer. Video is not dessert in case someone stays around long enough. Video is the entrée that ensures visitors walk through the front door, sit down, stay a while and check out everything else on the menu.

Video sharing sites allow you to display a frame of your creation on your website or blog. Facebook also generates a visual preview. Various plug-ins offer you several display options for WordPress. If video is eye candy, then take full advantage of it. Whether it’s food the chef perfectly arranges or a cheap gift we dress up in a bag with colorful tissue paper, presentation is key. Show us your video in all its glory and someone will more likely show you their business.

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Try Serving Up McDonald’s On Social Media

Sunday, September 18th, 2011

I read on Twitter about a poll related to what Americans think about President Obama’s jobs plan. I follow current events closely, but I couldn’t properly weigh all the pros and cons of the plan. I understand (I think) the big ideas behind the plan, but how do you decipher the plan’s details when they float in a fog of partisan spin and interpretations that wildly differ?

So I wondered how accurate this poll could be. Many people can’t name their own members of Congress. How could they accurately answer a pollster’s questions about the jobs plan unless they simply rooted for their favorite political team or flew with the latest spin they heard on talk radio?

I decided to spark a Twitter conversation. I Tweeted “Do you think most of the public understands the President’s jobs plan well enough to answer questions about it for a poll?” I got zero replies. My next Tweet was “Do you think the media loves polls too much?” I again got zero replies.

I then got hungry and pulled into the drive-thru of the closest McDonald’s. Personally, my stomach feels blah after cheeseburgers, but McDonald’s is on to something by being quick and easy. I parked under a shady tree to enjoy lunch and wondered how often people pick McDonald’s when in a hurry. I Tweeted “How often do you eat at McDonald’s?” This time I got two replies.

While on cheeseburger number two, my mind wandered further and I began to think about an upcoming birthday. I tweeted “What is a romantic, inexpensive birthday gift for a woman?” After some back and forth, this led to 10 replies. My Tweets about the President’s jobs plan and the media got no one to join the conversation. But questions about McDonald’s and birthdays got people typing.

This doesn’t surprise me. When I worked at Fox10, posting links to my stories rarely generated much discussion. But the opposite was true when I whined about a co-worker. I notice when I’m on Twitter, the journalists I follow are often discussing the big event of the evening. But the public often doesn’t re-Tweet this information or, for example, reveal their personal opinions on Social Security or whether the latest election is a reflection on Obama. Most people are discussing what’s on TV or where they ate dinner.

A friend of mine declares this means social media is not a platform for having big discussions about big ideas. I think that’s an over generalization, but I understand how people such as my mother would consider this proof of a society which further detests life’s intellectual things … such as reading. On the other hand, I personally have two examples of when my frivolous questions later sparked outside conversations about conducting possible business. This is similar to two men BSing on the golf course and later collaborating on a project never discussed during 18 holes.

The hope is if you’re not always talking work and are willing to discuss life’s everyday events, you make that personal connection which one day may bring you business. Yes, your social media streams should include at least some relevant content on your industry to at least build the foundation of leadership in your field. But with Twitter often feeling like a flea market of overwhelming content thrown at you from every direction, serving up some questions about McDonald’s is a welcomed relief to those of us who wish to escape or take a mental break. And just like fast food, those apparently non-sensical Tweets may lead to some quick and easy business.

What subjects do you get the most feedback on when using social media?

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