Archive for the ‘Public Relations’ Category

Public Relations: Amy’s Baking Company Reminds Us It’s Business, Not Personal

Sunday, May 19th, 2013

We were listening to the radio when a disc jockey began discussing Amy’s Baking Company, a Scottsdale restaurant that cooked up tons of attention after a very controversial TV appearance. The disc jockey explained she would interview someone from the restaurant later in the day. A caller told her on air that one of the biggest lessons people could learn from the situation is not to take criticism personally. The disc jockey responded by explaining such a task is easier said than done. She then repeated this point of view and argued not taking criticism personally is difficult when people are so harsh yet don’t even know you.

On one hand, she is correct. Most businesses can probably share stories of when their blood began to boil due to ungrateful clients. And when we have posted blogs questioning conventional wisdom, readers posted harsh comments that, among other things, unfairly attacked our education, experience, and professionalism.

Amy’s Baking Company raises numerous angles to discuss. But for the purposes of this blog, the lesson is that even if customers slap you verbally, business owners must take the high road. Explain you understand their concerns. Thank them for their feedback. Promise to get back to them with a response if you need time to think it over and cool off. Apologize when appropriate. And if a client is unreasonable on a recurring basis, fire them. But you shouldn’t respond in the same unprofessional way you may have been criticized. Otherwise, you’re asking for a recipe of trouble that will boil over into areas you never saw coming.

Obama Takes Key Public Relations Steps In Tug Of War

Friday, May 17th, 2013
tug-of-war

The political tug of war between the Obama administration and Republicans has returned to its insane level of rhetoric that we remember prior to the November elections.

Some Republicans argue the administration misled the public about Benghazi to help ensure a victory in November. Some Democrats argue Republicans are making something out of nothing to tarnish Obama and Hillary Clinton’s potential presidential run in 2016.

Republicans want to know who knew what about the IRS. The administration also criticizes the IRS but points out the president does not run the agency.

And both sides of the aisle express unhappiness with subpoenas related to the Associated Press.

Some of the media seem to be complicit in a reality game show atmosphere, working side-by-side with politicians on whom can deliver the most sensational sound bites. These “scandals” raise some important discussions, but good grief. If only some politicians would work to solve our everyday problems with the same zeal that they try to call hearings and speak craziness into microphones.

For a moment, take off your political team’s bloodied uniform and acknowledge some of what’s really happening: In general, the administration wants to downplay any links to these issues as much as possible. On the other hand, some Republicans want to make these issues seem as dreadful as possible and portray the government as a stalker peaking through your bedroom window at night. Call it high stakes marketing far beyond the traditional press release. If some of these microphone huggers really wanted the truth, they would wait for their hearings to finish fleshing out the facts before demanding justice with their scary words.

The media are already analyzing how these current issues might impact Obama’s legacy without acknowledging our tug of war may likely have moved on to something new in six months. But Obama is taking some important steps for crisis communications:

  • He showed concern about the IRS issue by saying, “Americans have a right to be angry about it, and I’m angry about it.”
  • He took action by accepting the resignation of the top person of the IRS.
  • The White House released e-mails related to Benghazi.
  • He brought back legislation to help legally protect journalists.
  • He answered questions at a news conference.
  • He for the most part keeps his composure.
  • He asked Congress to help improve security at American embassies.

I’m not saying he’s right. I’m saying those are some of the moves you make when opponents say you’re wrong.

Of course, others might share examples pointing out the administration put itself in this PR mess in the first place. Fair enough. But these latest steps help the president reach his larger goal of refocusing attention to his agenda. He is building a dam against gushing water. But some water will always leak through. His critics also have public relations firms armed with strategies. Even if Obama registered tomorrow as a Republican and shouted “pretty please with a cherry on top,” critics know to share phrases such as:

  • “We demand more information.”
  • “We reject the apologies as insufficient.”
  • “This is politics at its worst.”
  • “He is not going far enough.”
  • “We are determined to get answers.”

So the tug of war continues with almost everyone landing in the mud. Some politicians hope to score points. The media hopes to improve ratings. Too much of the public is desperate for details that prove that the opposing party is truly the scum of the Earth.

And I, of course, write a blog, tired of grown-ups who can’t solve problems or controversies without acting like the sky is falling and it’s the other guy’s entire fault.

5 PR Lessons From Alaskan Airlines On Landing Smoothly

Wednesday, May 15th, 2013
victoria-british-columbia-2

I took this picture prior to landing in Victoria, British Columbia, where I spoke at a conference to businesses about handling the media. A problem forced us to deplane our initial flight from Seattle to Victoria. Alaskan Airlines/Horizon Air took several steps to propel this negative into a positive.

  1. After deplaning, someone on an overhead speaker announced we should stay near our gate for updated information on a new flight. Lesson for businesses:  When customers have problems, always keep them updated even if you have little to report. Otherwise customers may wonder if you forgot about them or aren’t working to solve the problem. As a TV reporter, I tried to keep sources regularly updated on the progress of an investigation.
  2. The airline found a second plane for us, if I recall correctly, within an hour. When the airline at first announced we needed to deplane, I saw passengers immediately pick up their cell phone to make calls. Some passengers may have posted status updates on social media. In fact for fun, the person I was traveling with asked me to return to my reporting days and provide a fake live shot for his iPhone on this “developing story.” But when we boarded the second plane, he mentioned he never experienced an airline finding a second plane so quickly. Other passengers may have shared similar, positive thoughts on cell phones or on social media. Lesson for businesses:  If you caused a problem for a customer, the best way to win back the customer’s trust is going above and beyond to find a fast solution.
  3. After boarding the second plane, a flight attendant showed some personality on the overhead speaker when apologizing for the delay or acknowledging how the experience was not ideal. Lesson for businesses:  When something goes wrong, don’t simply feed customers facts and information as if you’re a robot. Show some concern and compassion. Be human.
  4. After we boarded the plane, a flight attendant announced the crew would be serving us free beer or wine due to the delay. The announcement put people in a good mood. Lesson for businesses:  When your business has a problem, offer something extra:  a discount, a coupon, a gift card. Free stuff helps people forgive problems.
  5. After we landed in Victoria, another flight attendant repeated the apology for the delay. Lesson for businesses:  You probably can’t say you’re sorry enough. People can accept mistakes or unforeseen problems. But they often can’t accept those who don’t say I’m sorry. Saying you’re sorry pays off in a big way.

Public Relations: 8 Ways To Give Speaking More Teeth

Friday, May 10th, 2013
public-relations-give-speaking-more-teeth

While I watched our client pediatric dentist Dr. Lee Weinstein speak to a large group of kids at a community center, I realized even top business executives could learn a lot by watching him.

  1. Prepare for guests who arrive early. Some kids arrived before Dr. Weinstein and his staff finished setting up his presentation. Be ready to juggle hooking up your laptop to a projector while also talking with early arrivals in their seats.
  2. Practice small talk. Some kids showed up early, but others arrived a while later. Be ready to engage guests in quality and humorous small talk while waiting for the ballroom tables to fill up.
  3. Bring props. The kids loved Dr. Weinstein’s gadgets from his office. Show your guests some shiny and fun gadgets to make faces light up.
  4. Some kids were overly eager to volunteer as his helpers for demonstrations. Asking for volunteers from the audience is a great way to promote interaction.
  5. Some kids were talkative, forcing the dentist and his staff to politely say “shhh!” Adult audiences may not talk, but you better find a way to drag their faces away from their smartphones and Facebook.
  6. Dr. Weinstein asked one kid a question, but she was shy and turned away. Realize that despite your efforts to interact with your audience, some people don’t want the attention. Casually move on without creating an awkward moment.
  7. His staff couldn’t get the community center’s TV to play a Sesame Street DVD. Test all equipment with plenty of time to spare.
  8. Smile! The kids loved Dr. Weinstein’s smiley, bubbly personality. Don’t be a stick in the mud or talk like a dry professor lecturing a class.

Public Relations: Must Love Dogs

Tuesday, April 30th, 2013
must-love-dogs

A recent Tuesday:

Taking Molly the dog to a park for her morning walk

Watching Molly interact with another dog whose owner does not believe the leash rule applies to her

Hoping Molly doesn’t lash out at the unleashed dog

Trying to conduct business on a smart phone while untangling Molly from her leash in her latest Houdini impression

Trying unsuccessfully to persuade Molly to drink from a water fountain specifically for dogs

Wondering if the other dogs distracted Molly from using the bathroom at the park and if this means the house will later serve as a toilet

Trying to drive safely while leaving a long voice mail for someone who wants to know how to grab the public’s attention about an issue

Stopping by the dermatologist’s office

Wondering if standing barefoot in the dermatologist’s office is healthy

Enjoying a microwave lunch

Leaving a voice mail for a national magazine editor, curious why I haven’t heard from her in a couple of days

Helping my mom on the phone navigate Facebook so she can tell me if my mobile post actually appeared

Learning a potential client has postponed a possible project for later in the year

Rescheduling a dinner appointment

Back at the park in the afternoon, watching the phone’s battery go bye bye with no outlet in sight

Public Relations: Treacherous Territory

Monday, April 8th, 2013
show-some-self-control

One person makes enough comments over time, we know where he stands politically. Another man, in a prominent place where prospective clients can easily see, posts a picture of himself with a well-known partisan, political figure. Someone else, during a discussion about a different topic, manages to indicate his disappointment in an election. And yet another person discusses his position on abortion.

All these people have something in common: They are all business people. And the situations in which they made their statements also all have something in common: The business people revealed their positions in front of strangers or others who may hold drastically different views. These very strangers are prospective clients.

Obviously, there’s nothing wrong with having strong political views. But does sharing these views somehow increase business? Do businesses believe sharing their political views will grow their bottom lines by attracting others with similar opinions?

We guess this is a possibility but we doubt this is a true business strategy. After all, how well would this strategy work when businesses share their strong political views in front of strangers with unknown opinions? In those situations, aren’t you potentially alienating liberals or conservatives who might otherwise hire you?

We believe what’s more likely is people cannot help themselves. They feel so strongly about their political beliefs that, even though revealing them goes against their better judgment, they can’t help but work in comments into what are otherwise unrelated conversations. And while you may connect with someone politically, you’re probably more likely pissing off people. These are people who might have used your services but use your one or two political comments to define your entire existence or brand.

Even if we hear political comments we agree with, we sometimes make a mental note that this business person isn’t considering the consequences. There are always examples of businesses which reveal their political positions and do not suffer significant repercussions. However, small businesses especially can not afford to sacrifice a few solid prospects here or there due to unrelated political commentary, unrelated being the key word. Sometimes companies must fight for political positions, such as tax policy, that may directly impact their businesses. But too often, we hear political remarks that hold absolutely no direct relation to the conversation at hand.

Some men can’t help staring down passing women even when standing next to their wives. Some people can’t help eating cookies even when dieting. And we’re convinced some business owners can’t help spewing political jabs even when it may cost them customers.

Politics and government are important. But we often depict America as fairly split down the middle politically. Show some verbal self control. Be smart. And if you automatically assume the people surrounding you agree with you politically, that’s not very smart at all. Politics is a perimeter most businesses should not cross.

Media Relations: 10 Reasons I Ignored This News Release

Tuesday, February 19th, 2013
ny-news-release

When I was reporting, a communications firm emailed me a news release about an education expert available for comment. A combination of the following reasons led me to ignore the news release:

  1. The news release placed contact information at the very top. Place contact information at the bottom. Your lead, the first few sentences you hope grab the reporter’s attention, takes priority. Contact information at the top reinforces the feel of a news release, which is what you don’t want. Your email signature should offer sufficient contact information.
  2. The news release included a headline. You don’t need a headline. A news release is not a news story. Your email subject serves as a sufficient headline.
  3. The news release included the dateline, “New York — August 30, 2010 —.” You don’t need a dateline. Again, this is not a news story.
  4. The news release explained, “… is available for comment on the following topics.” If you’re sending an email about an expert, reporters already understand someone is available for comment.
  5. The news release listed five topics the expert could speak about to reporters. Pick one topic you’re most passionate about or one that is most timely. Don’t throw darts hoping one of many topics sticks.
  6. The news release included a section, “Who, what, when.” This section simply repeated previously mentioned information in the release. This section is unnecessary.
  7. The news release ended with “###.” You don’t need to include this to indicate the news release is over.
  8. The news release sent from New York did not give reporters a reason why they should interview an out of town expert. Reporters interested in the topics could likely find local education experts. Either persuade reporters to interview someone out of town or offer a local representative.
  9. The news release did not offer a local parent to interview about the education topics. Personalize news releases. Share stories of real people.
  10. The news release raises this question: Wouldn’t building relationships with reporters work better than sending out news releases somewhat randomly?

Media Relations: Would Going Topless Really Work On TV?

Monday, January 14th, 2013

Wanderlust

In the movie “Wanderlust,” a TV reporter is covering a groundbreaking. Alan Alda’s character, speaking through a bullhorn, asks her to stay to report the real story of a land dispute. She declines, citing time constraints.

Jennifer Aniston’s character asks the reporter, “You want a news story?” and then takes off her top. The reporter returns to cover the story. Other men and women also start taking off their shirts. Aniston’s character and her friends later watch the news, smiling in pride at the coverage they generated.

Would going topless really grab an otherwise uninterested media? Absolutely. TV newsrooms like few things better than to blur out something. I even recall an example of a newsroom obscuring out something that, in my opinion, did not need blurring, making the content more interesting and mysterious.

But going topless brings risks and questions:

  • How would taking off shirts affect your brand? Would going topless to obtain news coverage be worth breaking with a brand which otherwise promotes people wearing clothing?
  • Would your spokespeople be able to speak smoothly to the media and keep on key messages without wearing a top?
  • Would your representatives speak passionately or allow the adrenaline rush to drastically change their tones?
  • How would a business ensure the stunt did not backfire? It’s one thing for glamous Hollywood actors to pretend to protest in the nude. Would you be ready to see real life co-workers take on this task?
  • Would the company itelf take its own photos to post on social media?
  • How about citizen journalists covering the event who decide to post video without blurring it?
  • And how would a business handle employee communications, ensuring everyone understands the strategy and can come forward with concerns?

The movies can inspire us and reflect reality more than we wish to acknowledge. But before trying topless, consider how the concept fits into the overall communications plan. Most likely, the end will bring more than simply rolling credits.

Media Relations: Dentist Treats Special Needs Patients

Wednesday, December 12th, 2012

Click Here To Watch Story

Dr. Lee Weinstein is a client.

Media and Public Relations

Public Relations: Talking Teeth And Sharing Some Wisdom

Thursday, December 6th, 2012

Public Relations:  Talking Teeth And Sharing Wisdom

Scottsdale pediatric dentist Dr. Lee Weinstein, the dental director of Arizona’s Medicaid program, spoke in a small room with young adults at Jewish Family and Children’s Service. At first, I wasn’t sure the conversation would lead to much. Some of those at the table made it clear dentists do not conjure up positive experiences. One young woman, the mother of a six-month-old, even described scary sounds of a dentist’s office. But the more everyone talked, the more a door opened. Some listened in surprise as Dr. Weinstein explained just how early parents should start caring for an infant’s teeth. Questions followed about wisdom teeth, Medicaid, jobs available in a dentist’s office and the safety of traveling to Mexico for dental work.

Dr. Weinstein invited everyone to see his office by showing them a video of him at work with patients. Before an hour had passed, I got the sense the meeting offered, at a minimum, a shared insight of each other’s different worlds. This was especially true when Dr. Weinstein told the young mother it is essential she find a pediatrician and challenged her in a friendly way to do so by Christmas. There was even a broader conversation about how, in every day life, asking careful questions of others is key when making important family decisions. Everyone even found a way to laugh when someone asked him, “What are you?” Some noticed Dr. Weinstein’s East Coast accent and found it fascinating.