R-E-S-P-E-C-T: Find Out What It Means To Media

admin
November 30th, 2011

Robert Fulghum got it right in his famous book “All I Really Need to Know I Learned in Kindergarten.” Share, be kind to one another, and respect each other.

We respect each other at work, in business partnerships, in dealing with customers, and when communicating with media. But, these days the media environment requires some new rules of respect.
Once upon a time journalists and public relations executives would gather in local watering holes to forge relationships over highballs and unfiltered cigarettes. Reporters needed to cultivate good sources. Companies needed good publicity. Although news was far from a gentleman’s sport, this was an era when embargoes were honored and exclusives were earned.
 
Disrupted by social media, journalism is today experiencing a renaissance marked by a different level of accessibility between reporters and news makers. We can now follow and converse with our favorite reporters on Twitter, LinkedIn and Facebook. Their ideas flow freely, liberated from copy editors, untethered by producers’ deadlines and distanced from legal eyes.
 
However, there are signs the familiarity is breeding contempt.
 
The Rules 
 
For example, although reporters want more visuals for their stories, as more content is placed on the Web, they consider it disrespectful for a PR practitioner to attach a large file to an email without requesting permission first. Such an inconvenience may be forgiven if there’s a genuinely newsworthy pitch involved. However, clemency may not be granted when certain lines are crossed.

Media furor erupted in June 2011 over the publicity surrounding the much anticipated release of the Duke Nukem Forever video game by publisher 2K Games. The title had been in development for nearly 15 years and the long wait by the Duke Nukem franchise’s fans contributed to the massive hype surrounding the launch. When the game failed to impress reviewers, the angry publicist took to Twitter in apparent retaliation to announce that the harshest critics would be blacklisted from future title releases. “Bad scores are fine. Venom filled reviews…that’s completely different,” one tweet read.

The gaming press lashed out in print, on blogs and social networks. Eventually the publicist apologized but ultimately parted ways with 2K Games because the damage to the client relationship had been done.

Ben Kuchera, a reporter for Ars Technica website, observed: “A large part of my job is dealing with people who work in public relations. The vast majority of those whose do PR for video game companies are polite, well-intentioned, and extremely professional. They need us to get their games coverage, and we need them for access to the developers and early code toreview games in a timely manner. The press and PR relationship may sometimes be strained, but it’s rarely adversarial.”
 
(This post is an excerpt from an article originally published in the G&S Insight newsletter. Read the entire article.)
 

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Channeling Your Inner Reality Stars

admin
September 26th, 2011

Whether you love it or hate it, the majority of communicators could learn a thing or two from the popular MTV series “Jersey Shore.”

It’s a simple formula, really. TV networks pump out shows like “Jersey Shore,” “Keeping up with the Kardashians,” “Swamp People” and “The Voice” because they use regular people and b-list celebrities in everyday situations or contests to deliver two critical things: compelling content and low cost programming. On this playing field, smaller outlets like E!, History Channel and Food Network can be just as successful – if not more – than giants like CBS, NBC and Fox. Big or small, all are cashing in big-time on the reality TV phenomenon.

Whether you lead communications for an organization that is a smaller player or a behemoth, isn’t addictive content that keeps your audience talking and coming back for more the name of the game? With today’s continued economic challenges, we know communications that deliver more but cost less are certainly more popular than, say, “Dancing with the Stars.”

Yet very few communicators – especially in B2B – are really tapping into the power, simplicity and excitement of the reality-style programming concept. Are your company’s versions of reality stars working quietly in their cubicles, laboratories or sites just waiting for you to discover them – ready for their chance to be the next big thing that captures your audience’s imagination? And how much easier would your life be if, instead of diligently working every day to uncover the “hidden gem” stories in your organization, you had a constant stream of fresh, captivating and usable content flooding your in-box?

Still think you can’t learn anything from Snooki and The Situation?

Alternative Reality

As professional communicators it is our job, of course, to provide guidelines and forums to ensure our efforts are less “Jersey Shore” and “Celebrity Rehab” and more “The Voice” or “Deadliest Catch” – content that taps into the compelling nature of reality programming without being “cheesy,” exploitive or over the top. We also have to remember that communicators are not the only professionals who are overwhelmed with too much information and workload. We must also make being a business-reality star fun and – most importantly – easy.

This is a concept well understood by the communicators at telecommunications technology provider Neustar, which wanted to better equip its employees to tell the company story to external audiences. Yet its own research showed many employees didn’t really understand all the services the company offered. Rather than simply delivering standard messaging documents or boring online training sessions, the communicators at Neustar engaged the internal audience with an “American Idol” style contest – asking its 1,000+ employees to submit video recordings of their best 60-second Neustar pitches and offering the winning entrant a free trip to the Caribbean. Submissions were posted on the Neustar intranet where employees voted on their favorites. The company hosted presentations by the five finalists at its regular “all hands” meeting, complete with a Ryan Seacrest-like emcee.

The company earned standing-room-only attendance at the in-person event, and hit capacity on its own phone lines for call-ins. In all, more than 60 percent of its employees participated in the meeting – easily a company record. In a post-event survey, 87 percent agreed or strongly agreed the Idol contest increased their understanding of what Neustar does; 84 percent agreed or strongly agreed the campaign was engaging. What the survey won’t tell you is that Neustar most likely got the added benefit of much higher employee morale and productivity because they created an environment that was both informative and fun.

Lest you think your company’s employees are too conservative, too nerdy or too technical to create compelling content, we submit an example from accounting giant Deloitte. Its “What’s Your Deloitte” video contest generated more than 400 submissions – many of which are now on its Deloitte Film Fest YouTube channel. Think you are going to find a bunch of stodgy, dry or boring content? It’ll take only a few seconds into a video – when you hear an accountant exclaim “It’s the food!” as he eats a typical Friday bagel – to get a sense of the personality, wit and fun-loving nature these videos convey. The episodes are hilarious to almost any professional. Certainly they appeal to Deloitte’s primary audience – top college recruits weighing offers from multiple firms. The reality stars at Deloitte certainly give the firm an edge over the competition in that regard.

Citizen Business Media

Tapping into your organization’s reality stars need not be a point-in-time campaign. You can also do it every day for a much more sustained effort by making employees the stars, the producers and even the broadcasters of your content.

In fact, empowering all employees to share your message is perhaps the most obvious missed opportunity by many communicators. Most organizations have a corporate or brand presence on Facebook, LinkedIn, Twitter and other social media forums. They typically gather a relatively limited number of direct friends, followers and connections and do their best to spark dialogue with those audiences. Meanwhile, hundreds or thousands of their own employees are using those very same forums to share updates and stories each day with their own personal and professional contacts – many of whom are the very same people the company or brand is trying to reach!

So why not empower the employees to better spread the word on your behalf? This can be as simple as providing them with copy and links they can cut-and-paste into their own status updates, news feeds and Tweets. In five minutes a week you could more effectively spread your social media messaging far beyond what can be accomplished from the main corporate sites. And you can do so at almost no cost or perceived risk to the organization.

Those organizations that are willing to be a little more aggressive can even empower, train and guide key employees to get more involved in spreading the word via social media. Getting key employees actively – and appropriately – engaged in LinkedIn groups, for example, can be a powerful way for B2B organizations to showcase their thought leadership and expertise in a way that also builds strong connections with partners and prospective customers.

The possibilities of business citizen media go well beyond social media. Today’s audiences demand fresh, dynamic online content that gives them an inside look at what’s really happening inside an organization. What they seek sounds a lot like reality TV, doesn’t it? Delivering it can be as easy and cost-effective as shipping a few inexpensive handheld video cameras and telling your best employees to have fun – within reason, of course.

What you get just might make your show the next big thing. It could make you a hero from a financial perspective. And it just might give you enough content that you can stop digging for it and head home in time to catch an episode of “The Bachelor” once in a while.

 (This post was originally published in the G&S Insight newsletter and was written by Brian Hall, vice president at Gibbs & Soell Public Relations.)

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Customer Service: Rewriting the Rules of Engagement

admin
July 26th, 2011

The customer is always right. It’s a mantra that many consumers still firmly believe. But for far too many, it’s also become a battle cry in their struggle to be heard by service and product providers.

Customer service has evolved much like military warfare. What started as a face-to-face activity has shifted more to an indirect entanglement made possible by modern technology. With customer engagement taking on less personal forms of communication, ranging from automated telephone systems to avatars offering virtual assistance, many consumers are yearning for the days when complaint department visits were still possible.

With their dissatisfaction manifesting as annoyance, helplessness or rage, customers may be invoking a very different mantra: I’m mad as hell, and I’m not going to take it anymore!

Isolation

To make matters worse, in many organizations the customer service function is isolated from other public facing communications activities, such as public relations, marketing and sales. By splintering these critical touch points, the full brand experience is disrupted. For example, the disenchantment resulting from a customer’s unhappy encounter with a call center representative may linger despite subsequent news coverage of the company’s planned increase in jobs for the local community.

According to Brian Solis, author of the book Engage and principal at research-based advisers Altimeter Group, “Over the next decade, customer service will fuse with marketing to become a holistic inbound, outbound campaign of listening and engaging with customers that will rewrite the rules of the game.”

Properly handled, customer service is good public relations. It is not necessarily about just accepting returns or giving refunds, but more about developing and nurturing relationships with current customers to keep them, and through positive word of mouth to their friends and family, generating new customers because of the good experience and goodwill.

“Outbound customer and community relations are among the most important campaigns any company can integrate in its immediate future initiatives,” said Solis.

Communication Drives Customer Trust

Long-lasting customer relationships are critical to business success, and trust is a driving factor. Digital technologies and social media help companies reach their customers directly in an environment where customers also exchange opinions about products, services, and brands.

A June 2011 study by Pitney Bowes finds that customer communications drive 20 percent of overall trust in a company. Trust, in turn, determines 22 percent to 44 percent of customer loyalty. Additional findings include:

  • Customer satisfaction with interactive platforms is often determined by trust that involves direct communications from the provider (15 percent to 20 percent) and immediate results via transactions with self-service channels (10 percent to 20 percent).
  • Consumers recommended several ways for companies to strengthen trust by focusing on improving communications (quality and clarity), increasing transparency, and providing advance information for better deals and problem solving.
  • Respondents claimed they look for companies that provide high-quality customer care, ensure a sense of being “looked after,” and demonstrate a high level of competency and conduct from employees.

In the study, researchers found trust is based on the evaluation of three complementary dimensions: competence or credibility; integrity or honesty; and empathy or benevolence.

The first complementary dimension is ‘rational trust’ and the second and third could be interpreted as being more ‘emotional trust.’

“Trusted brands build upon each interaction to enable lifetime customer relationships,” said David Newberry, chief marketing officer of Pitney Bowes Business Insight. “Every customer interaction – in person, on a website, with direct mail, or with a call center – is an opportunity to build or break trust. This study validates how crucial customer communications management programs are for positively managing customer interactions and, therefore, for also improving the value and profitability of every customer relationship.”

Customer Service and Social Media

Digital media are gradually supplementing the telephone for customer service. With digital media, customers have a variety of ways to voice their thoughts and ideas. Many online forums encourage venting and complaining. With one click, someone with a grudge can tell a negative story about your company or product. If it goes viral, this could have a negative impact on your business.

“Don’t underestimate the power of a disgruntled customer,” says Rebecca Morgan, customer service expert and author of Calming Upset Customers. “They wreak havoc in your organization because (complaints) upset everybody and, with these tools of Twitter and Facebook and Yelp, they can get the word out quickly.”

While he was at cable giant (and frequent customer punching bag) Comcast, Customer Service Manager Frank Eliason developed a unique digital customer service program that started with the creation of a corporate Twitter handle @ComcastCares. Spotting disaffected customers and starting conversations with “Can I help?” were the hallmarks of Eliason’s approach: handling the complaint quickly and showing empathy. Take care of the problem fast, apologize (even though it’s not your fault) and reassure the customer that the problem will be resolved efficiently.

Social media as a starting point for Eliason was an obvious choice to help his team track, understand and help customers better, defining the next generation of customer service.

“Social media represents an entirely new way to reach customers and connect with them directly,” notes Solis. “It adds an outbound channel that complements inbound customer service and traditional PR, direct marketing and advertising, placing companies and their customers on a level playing field to discuss things as peers. More important, it transcends the process of simply answering questions to creating a community of enthusiasts and evangelists.”

The Right Mix

A customer complaint sometimes presents an opportunity to turn an adversary into an ally. Consider that effective customer service is not only solving the customers’ problems, but also providing value. By making customer service part of your larger communications and PR plan, you will ensure that consistent, effective messages are communicated to your customer, who is always right.

(This post was originally published in the G&S Insight newsletter and was written by Robert Stovall, business development director at Gibbs & Soell Public Relations.)

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Global, Shmobal

Jeff Altheide
March 16th, 2011

Despite all the talk of a “global economy” and the “globalization of markets” the world is not – and never will be – one homogenous mass.

Those with marketing or communications responsibilities across multiple countries realize that true success is based on understanding and addressing the unique interests and needs of dozens, sometimes hundreds, of sub-markets. 

Markets may divide by geography, language, culture, regulation, economic value, competition or countless other factors.  The more finitely you understand your customers and communicate on their terms, the more effectively you’ll build lasting relationships with them.

Gibbs & Soell is an active member of Public Relations Organisation International (PROI) , a tight-knit collection of more than 50 independent public relations agencies in nearly 40 countries.  PROI’s tagline is “Local Intelligence Delivering Global Impact.”  The very premise of PROI is that “global” communications programs are best built from the ground up under a common strategy, not standardized in a big vanilla blanket.

In a panel discussion at a recent PROI meeting, we addressed many strategic aspects of client service across geographic regions. 

One outcome of that discussion was an article  just published in India’s Business Standard newspaper, which I co-authored with Sharif Rangnekar, Director and CEO of Integral PR  in New Delhi, on the rapidly splintering digital communications universe. 

Yes, even the online world – which some promised would provide universal access to everyone you’d ever want to reach – is becoming an ever-more-fragmented domain, driven by overlapping technological, economic and social influences. 

Whether you’re approaching an Indian population devouring 4,000 daily newspapers, a product market spanning several countries, or even a splintered online community, the bottom line is to understand exactly who you are trying to communicate with and then speak to them in their own language – both literally and figuratively.

(Contributor Jeff Altheide is a senior vice president at Gibbs & Soell Public Relations and oversees growth strategy and innovation for the firm.)

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Twit Wit?

Steve Halsey
September 7th, 2010

We have a new social media casualty for the “What were you thinking?” files.

You may recall the PR executive who foolishly tweeted about never wanting to live in his client’s hometown. Now we have Washington Post columnist Mike Wise who “experimented” with a knowingly false Twitter post.

In case you missed it, Wise posted a fake tweet about a reduced suspension for Pittsburgh Steelers quarterback Ben Roethlisberger for alleged misconduct.  In a big dose of irony, Wise ended up suspended as well. 

Even though he quickly acknowledged that the post was a hoax, his violation of the Post’s guidelines for social media and intentional deviation from the principles of good journalism resulted in Wise having a month off to think about it. 

Personally, I applaud the Post for a couple of things in this case. 

First, the publication has a social media policy in place (something many companies STILL do not have). Second, it believes in the policy enough to enforce it (you can decide for yourself if it was too harsh or lenient). 

A good social media policy should cover approved, encouraged and prohibited behavior, as well as rights and recourses thereof.  In fact, the Post’s social media policy regarding use of Twitter is about as straightforward as it gets. 

This recent example of carelessness isn’t likely to deter others from jumping aboard the “Twitter train,” as described by Mike Bazinet of Terex Corporation on a previous G&S webinar I moderated for manufacturing equipment communicators.

Adoption of social media among B2B marketers continues to grow, so it’s critical to have the rules of engagement established now.

Wise, himself, says he exercised poor judgment.  On his radio show that aired the day after the Twitter commotion,  he said, “The radio studio, my computer, everything is a big echo chamber.  It’s self contained and it’s reviewable for scrutiny.”  He went even further saying that, “I don’t want any debate over my actions and the punishment received…Just know that the most sacred thing in my business – the business of journalism, not radio schtick – is getting readers to believe that what you are telling them is the closest thing to the truth you can ascertain.  And I didn’t do that yesterday.”

I couldn’t agree more.

(Guest contributor Steve Halsey is a vice president and leads digital and social media planning at Gibbs & Soell Public Relations.)

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I’m with Team Coco

Brian Hall
May 24th, 2010

There were several reports in the May 17 issue of Time that had intriguing PR and communications angles.

One of the best wasn’t the cover article on BP’s disaster in the Gulf. It was actually the shorter article about Conan O’Brien in which the sub-head said it all: “In the niche-media era, it’s not just the size of your audience – it’s how intensely they care.”

To me, Conan’s communications approach provides a perfect case study of how a nimble competitor who understands today’s media landscape can out-battle slower-moving Goliaths who are still trying to appeal to a mass audience. As the article states:

“The way O’Brien’s path is diverging from Leno’s raises the question: What does it mean to be a media star today? Is it about household viewers or Twitter followers? Breadth or depth? Mass appeal or cult appeal? (TV ad money is focused on under-50 demographics, so the right cult audience can outsize influence.) Conan and TBS are betting it is better to have a smaller group of fans who care intensely about what you do than a bigger number who care just enough to not change the channel. It doesn’t apply only to comedians. More people watch Brian Williams every night than Glenn Beck; that doesn’t make Williams more influential.” 

The same concept applies to both B2C and B2B PR and communications. With the rise of blogs, social media, YouTube, podcasts, Web seminars and other channels, we have more tools than ever to target our exact audience and forge strong relationships with them.

Those who do will build a loyal following, while those who are still measuring success via broad audience numbers probably spend way too much only to get left behind.

You rock, Coco!

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Are You a Digital Underdog or a Cinderella Story?

Brian Hall
April 9th, 2010

Like many of you, I was really rooting for Butler to win the NCAA men’s basketball tournament earlier this week. But it wasn’t because I hate Duke, or because I have some sort of “Hoosiers” nostalgia that made me root for the small school from Indiana. It’s because those kids were really helping me prove a point!

On the first day of the NCAA tournament, I spoke on a webinar about the integration of traditional and new media. During my remarks, I used a slide with the logos of schools that pulled off the greatest upsets in NCAA history to illustrate a message.

You see, I’ve been hearing lately about a lot of B2B executives who are so intimidated by social media that they are opting to simply avoid it. They don’t understand it, and they fear loss of message control.

So, they are going to sit on the sidelines.

To me, that is like Princeton or Richmond or Valparaiso saying they are too small to win, so they just won’t play in the tournament. Well, guess what, the tournament is happening anyway – whether they compete or not.

The same holds true for social media. The game is happening whether your company participates or not.

Conversations are occurring about your business in blogs, via Twitter, in social networks. The only way to completely lose is to not show up at the game – to not know what’s being said, and to not be able to respond. And the best defense, as they say, is a good offense.

It was so nice to see Butler – an ultimate underdog – play so well throughout the tournament and, then, battle so valiantly against the basketball powerhouse that is Duke. In a way, their hard-fought loss may have actually made my point better than a win would have.

No, they didn’t win the title. But being there and playing hard won them five games, and put them in the national conversation. They were the buzz of the country and the after-effect should mean that many talented recruits will now be considering Butler, and many fans will be scrambling for tickets next year. I’ll bet the school will even get more admission applications than ever before.

Your business won’t win every conversation in the world of social media either, but being a player will allow you to compete. And the buzz and notoriety Butler has achieved is exactly the type of positive groundswell a business can create for itself with social media.

Fight on (communications) Bulldogs!

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Hold the Popcorn. Where’s My Epiphany?

Brian Hall
January 26th, 2010

My wife and I recently went to see a movie that’s generating hype, hype and more hype as “the defining movie of our time.” Expecting some sort of religious experience, we were both really excited to see it.

My review? I liked it. It was fine. But absent was the choir of angels to herald the arrival of my eureka moment.

Denied my life-altering epiphany, I felt compelled to tell everyone not to expect too much from this movie. And right in my hand was my iPhone with its arsenal of apps beckoning to have me do just that.

I resisted the urge, just barely.

A week later we set some sort of “married-couples-with-young-kids” record by seeing another non-animated movie. This time it was a comedy that had received its fair share of publicity, positive reviews and award nominations, but had not been promoted in such grandiose terms.

We loved it. Once again, I really wanted to share that experience with friends. My wife did too – heck, she was on Facebook before we even left the theatre.

If businesses learned anything over the past year, it’s that people are more skeptical than ever and cranky enough to do something about promises going undelivered.

Over-hype may pay off initially with a few extra sales (and maybe even a few Golden Globes), but the masses will surely slap you back to reality — and are empowered to do so — if you don’t meet their expectations and even if your product is pretty darn good.

Set the appropriate expectations, and you’ll win fans that will happily advocate on your behalf.

Earning advocacy still happens over time, but gains momentum as interactions speed up with the use of technology and the lowering of thresholds to share information. Many of your customers are becoming more willing to share experiences – personal and professional – with their community of family, friends and business contacts.

This time, they might be telling others to hold the popcorn. Disappoint them again, and they’ll be telling others to hold a boycott, rally, referendum, emergency shareholders meeting, etc.

You get it. It’s a dangerous, butter-flavored slippery slope.

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Any Bold Predictions for 2010 Game-Changers?

Brian Hall
December 16th, 2009

I wanted my last blog of 2009 to be unique and memorable, so here you go: It’s not about Tiger Woods! That alone should separate me from every other PR flak writing a blog this month…

What a year it’s been for the PR and communications profession. It’s hard to believe that one year ago I didn’t have a Facebook account and didn’t even know what Twitter was. Now I am Tweeting in real time as part of my daily routine. And I’ve reconnected with dozens of “friends” on Facebook I had forgotten I ever had. I didn’t have an iPhone until August — now I could not and would not ever live without it.

It got me thinking — what is out there right now that I don’t currently know much about or employ in my daily routine, but that will have a major impact on our professional and personal lives in 2010?

Is it an emerging social media site? Could it have something to do with geolocation? Or maybe it’s a new device that we won’t be able to live without. Someone at a communications industry networking event last week suggested it could be the increased use of social bookmarking. I could buy into that theory.

What do you think? Any and all bold predictions welcome!

Also, Happy Holidays to all of our readers and best wishes for a prosperous 2010.

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Of Highlight Reels and the Very Real Significance of "What’s Happening"

Brian Hall
December 1st, 2009

It may have only seemed like a minor blip on the radar to most people, but I think the change in Twitter’s basic question — from “What are you doing” to “What’s happening” — is actually pretty significant for B2B communicators.

This rings especially true for me after attending the Association of Equipment Manufacturers Annual Conference last month. Digital media was the biggest theme of the educational sessions during the event, and was certainly the buzz of the various networking receptions I attended. And I had to smile because I kept hearing that common phrase I’ve heard so often from social media skeptics — it always goes something like: “I just don’t care if you are going to the store, going to the bathroom or going to bed… !”

But the change in Twitter’s basic question seems to reflect the increasing transition of that platform from a social site that promotes personal dialogue (or as many seem to think — individual narcissism) to a forum for sharing relevant business and professional information. (Shameless plug — follow me at @manufacturingpr to learn more.)

It’s a trend that everyone in the equipment industry — and many others, by the way — should really take note of. I have to say I was pretty surprised by just how little it seems the equipment companies have adopted digital media to this point. Yes, it’s a very “old school” industry. But it’s a sector that also includes some really large companies with sophisticated PR and marketing communications departments. And you just can’t ignore the trends showing that nearly every professional audience — from farmers to engineers — is beginning to embrace digital/social media. OK, even if those customers aren’t right there today, they probably will be soon.

The good news for these companies is that they remain on a level playing field. Even if they haven’t begun using these tools just yet, neither has their competition. And that’s where the opportunity lies.

Perhaps the best presentation of the event, even if it was only about 15 minutes, came from Geoff Craig, the leader behind the groundbreaking Dove Campaign for Real Beauty campaign, which features one of the best-ever YouTube videos. He encouraged his team at Unilever, and everyone at the AEM conference, to “create their own highlight reel” by “doing something remarkable.” One such “highlight reel” performance comes from CWS Toilets, which produced this exceptional and hilarious viral video to market its new product. Now if a toilet company can do something this creative and effective, then an equipment manufacturer definitely can.

 

It will be interesting to see which equipment company is the first to make that exceptional play that ends up on the highlight reel at future industry and marketing conferences. I know I’ll be watching [listen to the ESPN Sportscenter "da-da-da da-da-da" theme music here for added effect!].

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