FROM HERO TO GOAT?

By Bob Schiers,  Ras & Associates

As much as I try to force myself to read books (paperback, hardcover or digital), I just can’t seem to find the time to do so.  Not lately, anyway.  So imagine my reluctance to dive into Steve Jobs, Walter Isaacson’s bestselling biography about the life and times of Apple founder (and one of my personal heroes), Steve Jobs.

Based on more than forty interviews with Jobs conducted over a two year period, the nearly 600 page tome chronicles the life of one of the most inventive and forward thinking persons of the past century – perhaps longer – depending on your perspective

Some say he was perhaps one of the most brilliant minds of all time.  After all, he nearly single-handedly revolutionized six major industries: personal computers, digital publishing, animated films, music, cell phones, and tablet computing.

Back in 1984, when I purchased my first Mac, I knew something remarkable was happening.  Perhaps to a fault, I stayed with Apple through thick and thin because I truly believed they were doing all the right things.  My PR firm most likely would not exist today if it were not for Apple products whose desktop publishing capabilities launched an entire decade of hugely profitable business ventures for my agency.  We went from “wannabes” to genuine players, going up against the “big guys” in our region thanks to outstanding software and hardware options from Apple.  Between 1985 and 1995 we produced more than 1200 newsletters of all types and styles – all designed on Macs.  And we outsmarted more than one competitor during that time that failed to recognize the desktop revolution, or to embrace the emerging technologies that enabled “little guys” like me to compete on the “big guys” turf.  For that, I’m forever indebted to Apple (and Jobs).

According to Isaacson, throughout his life, Jobs was fanatical about perfection.  He wouldn’t, no check that… couldn’t tolerate imperfection – on any level.   Whether it was the design of a product, the functionality of a system or the relationships he had with friends, family or co-workers, he would accept nothing less than perfection.  Ironically, having now read the book, which by the way was penned with Jobs’ full cooperation, I’ve come to learn that Jobs was perhaps the least perfect person I know (albeit from afar).

For those of you who read my last blog (Steve Jobs: An Apple A Day), it comes as no surprise that I put Jobs on a pedestal.  Of course, like most, I never personally knew the man so I formed my opinions based mostly on what I read, and from a greater standpoint on what I purchased – Apple products – which to me will always be the greatest things since sliced bread.  But my opinion of Steve Jobs has changed now that I’ve read Isaacson’s book.  For too many years, I thought Bill Gates was the leader of the evil empire.  But I was wrong.  Apparently, it was Jobs who was the evil one – at least when it came to the way he treated people.  He may have been a genius when it came to marketing (I’ll let the experts debate his technical skills when it comes to software and hardware design) but he could be classified a tyrant when it comes to the way he treated most people – even those closest to him.

I can’t imagine running my PR firm the way he ran Apple.  Perhaps that’s why I’ll never achieve the levels of greatness that he did – or even come fractionally close.  But that’s okay because nothing he did, nothing he created, and nothing that he ever imagined, could make it worthwhile to me if I had to treat people the way he did.  From denying he fathered his daughter Lisa (whom he secretly named on of his first computers) to backstabbing some of his most loyal employees and supporters, I was appalled by the way he is said to have mistreated so many.  Some of those quoted in Isaacson’s book fault his genius.  Others say he was a product of childhood abandonment when his parents gave him up in his formative years.  I’m no psychiatrist and I don’t pretend to know if he had psychological issues – all I know is this – he was spoiled and he did everything he could to get his own way in everything he did.

So what’s the lesson learned?  After he passed, I guess I should have just let my sleeping hero lie.  Instead, I read a book that I really didn’t have time to read, and now, in my mind, one of my biggest heroes has turned into a goat.

We’re on the same team

By Barb Harris and Sharon Kreher, teamworks communication management

As PR folks, we’re all trying to get positive publicity and awareness for our clients – whether it be a corporation or non-profit; a celebrity or a politician. But what we also need to keep in mind is that sometimes our goals overlap with the goals of other individuals or organizations with whom we are “playing.”

Let me share some examples of what we’re talking about.

->  You represent a business that is supporting a campaign of a charitable organization.

->  Your client is a politician who is volunteering at a non-profit organization.

->  You have a client who will be making an appearance at a local mall.

->  Your client is a celebrity chef who, while in market, will make a presentation at an elementary school.

-> Your physician client will be making a speech at prominent health fair.

In each instance, it really is incumbent upon you to reach out the relevant PR representatives of the non-profit, the mall, the school, and the conference before you execute your own media outreach.   Why?  Because we all need to be on the same team.  Our goal should be putting the best foot forward for all parties involved, not intentionally or even inadvertently “stealing the ball” from another player.

Those other players in each of these scenarios may have their own PR efforts going on; and they have their own messages that need to be communicated correctly.

So, make a plan together; check to see who has what contacts; and for goodness sake, get the information correct about the organization you are visiting.  It’s in everyone’s best interest to make sure, as PR people, we don’t step on one another’s toes and we don’t leave a problem for someone else to clean up.

Six Traits of Great PR Firm Presidents

By Julie Dennehy, APR and President, Dennehy Public Relations

The first quality of a great entrepreneur and PR firm owner is not your ability to bring in the green and service your clients, but your sense of curiosity and love of novelty… two foundational characteristics that lay the groundwork for a great PR practice. Afraid of technology, or to try something shiny and new? Read on for inspiration.

A recent post on Inc.com by one of my favorite Inc. writers and business authors on the subject, Jeff Haden, outlines “Nine qualities of remarkable entrepreneurs” got me thinking about our own independent PR practices. What skills do we already possess, and where are we lacking? Are we great at billing out, but lousy at giving back? Do we give too much of our time to charities, but not find time to seek out something new for ourselves? Do we try to hard to separate work from family without recognizing that the business is simply another family member? Fascinating to think about.

According to Haden, great business leaders make a huge impact on their employees, industries, and communities.  Do these qualities describe you as a PR firm owner – or a client or prospect you admire?  Here is my own spin on six of Haden’s nine qualities; click the link above to his article for the rest and see if any of these motivate you to change the way you view yourself as an entrepreneur.

1. Seek new experiences relentlessly.

Some people prefer jumping out of a plane or buying an African bush lodge, most of us prefer to novelty seeking in their own backyard. My mentor called it a calculated risk; my parents called it imagination. However you view and pursue novelty seeking, it is a recipe for health, happiness and personality growth: adventurousness and persistent curiosity with a pinch of altruism and cup of empathy and creativity.

2. Don’t think work/life balance; just think life.

Take a deep breath before you read this.  According to Haden, symbolic work-life boundaries are impossible to maintain because you are your business, your business is your life, and your life is your business. Separating them means changing who you are, and I have always believed that great independent PR firm owners find creative ways to build their client base with companies they truly love AND find ways to include family and friends in their convoluted lives, instead of ways to exclude work.

I once had the pleasure of hearing famed animator and artist Chuck Jones speak at Harvard and he passed along some simple and memorable advice: “Simply figure out what you love to do, then find someone who will pay you to do it.”  Love golf? Bring in a golf resort as a client, combining your hobbies and your work.

3. Be empathetic.

In my experience, I have watched highly successful PR pros who are incredibly creative, sensitive and empathetic. I’ve also seen the reverse may be true: strategists and tacticians without social graces or empathy… and a “revolving door” client list the size of their egos. Simply put: you can’t solve a problem if you can’t put yourself in someone else’s shoes long enough to see from a different perspective. 

4. Prove something to yourself, not others.

What keeps you up at night? What gives you the drive to continue running your own practice day after day, year after year? This is where it gets personal: great firm owners recognize that their own drive comes from within, rather than a drive to prove themselves to anyone – your parents, colleagues, or that guy bragging at the gym.

5. Forget about the traditional workweek.

It’s great to be productive, but I believe smart PR firm owners know that when the pressure is on, true leaders get cooking. Haden retells this famous Kennedy tale: “The author Richard North Patterson tells a great story about Robert Kennedy. Kennedy was seeking to indict Teamsters head Jimmy Hoffa (who some believe is chilling in Argentina with Elvis and Jim Morrison). One night Kennedy worked on the Hoffa case until about 2 a.m. One his way home he passed the Teamsters building and saw the lights were still on in Hoffa’s office, so he turned around and went back to work.”

According to Haden, “There will always be people who are smarter and more talented than you. Remarkable entrepreneurs want it more. They’re ruthless—especially with themselves. Remarkable entrepreneurs simply work harder. That’s the real secret of their success.

6. Success is fleeting, but dignity and respect last forever.

Providing your small firm’s employees/subcontractors, vendors and clients with higher pay, better benefits, and greater opportunities is important, but lead with your heart. No level of pay and benefits can overcome damage to self-esteem and self-worth.

What qualities did we leave out? What do you think is a recipe for success for PR firm owners?  Comment below or tweet me @dennehypr to continue the discussion.

“A lion’s work hours are only when he’s hungry; once he’s satisfied, the predator and prey live peacefully together.” 

– Chuck Jones

Traits of a Good Crisis Manager

By SusanHart on April 16, 2012 in Crisis Communications

When I worked in corporate America, I had many sleepless nights waiting to see the first headlines of the day as my employer was often the subject of less-than-flattering news.  By the time I got to the office, senior executives were running around like their head was on fire – like that would be helpful.  Sadly, managing the crisis du jour often was determined by what the media said or didn’t say on the morning news, which became exhausting. After a few of these, I finally realized what a bad crisis management strategy that was and changed my ways.

Today’s crisis situations can change by the hour.  A politician is caught doing something stupid; a company unexpectedly files for bankruptcy;  a community leader is busted; a natural disaster strikes - the list of potential crises is endless.  Recent research shows that the traits of a good crisis manager just happen to coincide with the traits of a good leader, not a surprising thought and maybe a heads up for those making decisions about leadership positions.

In a 2011 Fortune article called What Makes an Ideal Crisis Manager?, Justin Menkes, author of Better Under Pressure, concludes that the people who are going to thrive in the future “are those who can use the pressure (of a crisis) to excel and who have translated very difficult circumstances into opportunity.”

According to the article, the three key characteristics of a good leader and crisis manager are:

* Realistic optimism. Exceptional leaders demonstrate an ability to understand the actual circumstances of a crisis and see a chance to excel.

*  Finding order in chaos. This combines calmness, clarity of thought and a drive to fix the situation. It requires practice to stay clear-eyed and fearless when the world is tipping. It also requires zeal to solve a puzzle by engaging your staff.

*  Subservience to purpose or corporate goals.  The commitment to the higher calling or the greater good can make a huge difference.  By encouraging a team to come together around some important goal, it cultivates tenacity and encourages collaboration.

Some execs will still run around with their head on fire as they can’t help themselves, which makes a crisis communications plan all the more important.  However, those managers who prove themselves to be exceptions to the rule by working well under pressure will survive – and thrive.

What other traits are there of a good crisis manager and leader?

These are a Few of My Favorite Things – PRCG Style

By Jennifer L. Evans, JL Evans Communications

I recently had the pleasure of participating in the annual PRConsultants Group Conference, along with 34 of my PRCG colleagues from around the nation. Our conference theme this year was Making Connections, and boy did we! During our conference, held at the historic Drake Hotel in San Francisco, we explored a variety of topics. I’ve noted below some of my favorite discussions that may be of interest to you.

PRCs Julie Dennehy and Toni Antonetti showcased Prezi, a more interactive way to present content. Prezi, which is available for FREE to some extent and fairly affordable for the rest, is a cloud-based presentation software worth investigating before you pull out the PowerPoint template – please! We also compared tools such as Tumblr, Instagram, Groupshot, PicFrame. And of course, no PRC gathering of late is complete without full disclosure of Pinterest addictions and how monetization may change this hot new trend. To manage the financial business of business, we discussed the ups and downs of tools such as www.freshbooks.com, www.squareup.com, www.yousendit.com  and www.getdropbox.com.

Effective project management in multiple markets is an area of strength for PRConsultants Group, thus PRCs Barb Harris, Sharon Kreher and Alex Greenwood led a lively best practices session on project management success that could apply to every field of work, not just PR or communications. Ever work on a project as a team leader or as a sub and have a big fat #Fail? Even in a 24/7 environment, they reminded us that specifics like scope, goals, budget, outline and clear lines of communication are key to project success for the client, the project manager and the other members of the team. Details, people!

Professor Michael Lenert, from the University of San Francisco, educated us on some of the risks we take when we engage in social media communications, including privacy, copyright, Safe Harbor, trade regulations and the absolute beauty of a good social media policy for every business. In other words, watch your mouth. Did you know that a retweet (RT) of someone else’s content also makes one liable for that same content?

I could go on and on – so many wonderful educational sessions led by other speakers.  These are just a few of MY favorite things. What have you added to YOUR toolkit recently?

And The Video Marketing Oscar Goes To…

By Amy Kossoff Smith, Write Ideas, Inc.

As a publicist, I see virtually every commercial message through the PR/marketing lens.  Was that a good idea…a brilliant idea…an embarrassing idea (who came up with that one?)…The marketing wheels turn, and I realize it’s not safe to presume that every marketing professional thinks about strategy and how the customer will perceive a message.  With the ongoing influx of viral/social media, it seems almost anyone can be a producer, a director, a writer.  But to be a really brilliant producer…that takes skill and perspective.

One example from this past year really struck me as as “stand out marketing.”  I wrote about Toyota’s “Swagger Wagon” video campaign on my moms’ website – click here for that post and a link to the video – as a great example of putting the “cool” in minivan.  Guaranteed to make you laugh – check it out.

I’m shifting gears (excuse the pun) about this campaign now as a marketer.  It’s entertaining for sure, and while the idea of commercials that entertain is far from new (think Superbowl without the multi-million dollar production and airtime pricetag)…the idea of airing a longer “commercial” breaking out of the :30 or :60 fence line where you can really tell a story has certainly found its playground on YouTube and other video sites.

The Swagger Wagon videos got some great industry press and views (10 million+ as of today for one video alone, and there’s a series!), but I’m curious, what did it do for the brand?

Toyota teamed with B.A.D. Company for an interesting promotion at the industry’s SEMA Show and created a special edition car, “The Sienna Swagger Wagon Supreme” (art meets life), and engaged Sienna’s online community of fans to engineer the product.  Interesting…get your customers to play architect – talk about consumer engagement!

Auto Guide called the campaign “hard core and humorous.”  Sports Bash got into the swagger with a “Yo! Viral Ad Marketing Genius” headline and bordered on a rapper tone in the short piece of coverage.

The closest I could find that reports on the potentially promising business aspect of this tactic was Jim Motavalli’s commentary in Forbes that reports that “minivans could be poised for a revival, as consumers let their image issues be trumped by concern for fuel economy and family-friendly practicality.”  This, despite the fact that “minivan sales have dropped precipitously in the U.S.”

All of this hype made me curious about something…what did it do to move sales of the product?  I reached out to Toyota’s media department and learned that yes, the viral campaign was a good shot in the arm (the sales arm, that is!).  Sona Iliffe-Moon,  Marketing Communications Supervisor for Toyota Motor Sales, U.S.A., Inc., shared, “Sienna was a top performer in the minivan segment in 2010 as a result of a variety of factors, including the debut of the Swagger Wagon campaign in early May. We saw a spike in Sienna sales after the release of the Swagger Wagon music video, up 23 percent from the previous month. We’re pleased with the positive reaction to Sienna and that so many people—more than 10 million—have watched the video on YouTube and are still enjoying it nearly a year and a half after its premiere.”

Kudos to Toyota for putting the swagger in the wagon!

Taking the Mystery out of SEO

By Melanie McCraney, McCraney Communications

SEO: It’s one of those “techie” terms that is annoyingly overused by some who want to keep the web mysterious. Is every CEO tuned in to SEO? Well, no, but your CEO should know about SEO, and that’s where the fundamentals of SEO come in.

SEO means “search engine optimization.” Lots of people simply call it “search”. Like Agent Gibbs on NCIS when he tells his high-tech agent McGee, “In English, Tim,” in English, SEO means making your website more likely to turn up when someone searches with Google or another search engine for the kind of products or services you offer.

How do you do that? It’s not magic – it involves skilled use of keywords and phrases for starters– and there is an elaborate art and a science to it. Watch out for cold calls by “SEO Pros” who want to charge you an arm and a leg and guarantee “front page of Google.” Did you know you can pretty much guarantee you’ll turn up on Page one of Google all by yourself, simply by setting up a (free) Google Plus account? Google your name and there you are. Where’s the value in that? Good question.

It’s great if you’re only trying to get in front of people who already know your name. In fact, everyone should use the free social media tools available to help control on line image and reputation. Google +, Facebook and Linked In are masters of SEO, and when you index your name with them, you have the benefit of riding along with their search savvy for free.

But if you’re seeking to use SEO to build audience and increase visibility for your business, you need to take it a step further. Google, Bing and the other search engines constantly change their algorithms (the metrics that determine who lands on top in search) and it is critical to have an informed strategy to take you where you need to go.

A digitally savvy public relations professional can help put the art and science of SEO to work to enhance your business.  PR firms that don’t have search experts on board full-time frequently partner with digital pros . Search strategy is complex and there’s much more to it than tags and keywords; the good news is that a digital professional can build you a successful SEO strategy with measurable benchmarks on most any budget.