Bloggers Have Influence

by Jayme Soulati on 02/06/2012 in Blogging 101, Public Relations

Breasts Are Not Partisan

Whether you blog for business, personal, or just to rid your head of too much chatter (as I do), bloggers have influence. The influence I speak of is not based on Klout score or being paid to endorse a product. This type of influence is about words online with communities commenting and furthering debate.

Late last week, the nation watched the Susan G. Komen public relations debacle unfold. Bloggers I know held back before writing; others decided not to write at all. As the situation became stickier, it was the responsibility of bloggers to dive in and report, communicate, address the problem, and suggest solutions. Communities responded in droves.

Never mind how you felt about the decision. What I’m pointing out here is the age we’re in when people the likes of you and me have the opportunity and the power to reverse poorly made business decisions, that reek of inside politics aired on the national stage.

This case is a text-book example of social media marketing at its finest. It’s also an example of an organization that misunderstood the power of constituents and bloggers (as one of the primary factions) with other social media channels to influence a reversal in business that will affect (not impact…wrong word) Komen’s brand long term.

Just how many bloggers elected to write about this issue last week? Google search for “blogs” with keywords “Susan G. Komen, Planned Parenthood” delivered some 63 million sources (from all types of media). Regardless of the accuracy of this number and whether it is skewed to bloggers alone, the nation was abuzz.

The voices rang on all social media channels pushing at Susan G. Komen and Nancy Brinker (its founder). Facebook got slammed; Twitter streams and Google+ were all abuzz with this news of the day. Bloggers cannot take total credit for the change up by Komen. But, they should be proud of their interest, reporting, sharing, and the cascade of news delivered across multiple networks within communities.

Whenever you ask yourself, “Why am I blogging?”  Think of this situation and know your words are important ones for your community. At a time when the light bulb is blinking for many an organization, heed this – do not shy away from sharing your twist on today’s news. Many people rely on information from their channels. Bloggers have influence and credibility, especially when they have built a reputation for solid and factual reporting of the angles.

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PR V Marketing: Same Goals, Different Tactics

by Jayme Soulati on 01/24/2012 in Marketing, Public Relations

(This post is going to have too many first-person references for my liking, but it’s a relevant discussion and one I can’t make well in the third person; my apologies in advance!)

When I discuss differences between public relations and marketing, I cause trouble. People have a difficult time understanding what all the fuss is; I’m not here to exacerbate that, I’m trying to clarify. The best way I can do that is via my experience.

I have worked in PR 27 years as an agency brat (18 years spent in Chicago) my entire career.  After a stretch, PR began to evolve; practitioners knew that marketing was where the profession was integrating. I made it my goal to become more marketing-esque, and when a recruiter from a large PR firm told me my resume looked more marketing oriented, I was happy (she wasn’t).

In a recent conversation I had with Scott Quillin of New England Multimedia, he made a spot-on statement. I have to share: In order to understand the differences between marketing and PR, you have to have solid experience in both. Indeed.

I work as chief marketing officer for one client and as a brand marketing manager for two others. The core of what I deliver each day, however, is derived from public relations — my profession.

I caused a bit of trouble recently over at Shakirah Dawud’s house in a guest post in which I suggested marketing writers and PR writers offered two different styles of writing. That article was re-posted twice on Ragan.com, and the comments were intense.

A commenter at Shakirah’s said, “Personally, I think we should stop talking about marketing vs. PR in regards to…pretty much anything.”

I respectfully disagree. I do so because my feet are firmly planted in both disciplines working every day in both. And, I asked my new client several days ago, “Which hat do you want me to wear for you, PR or marketing?”

Because the deliverables are different; the thinking is different but the outcome is the same. Regardless of whether you work in PR or work in integrated marketing, the end game is ROI, measurable results, business goals, sales, leads, and more.

My approach to get there is what may be a tad different, depending on which side of the aisle I’m walking (the right, the left, or in the middle). Do these examples below help or hinder an explanation?

A software developer wants to push its software to accounting firms.

As a PR person, I would:

  • Hit the product team to find new features about the software that differentiate it from the rest of the industry
  • Hit the industry to find data and research to support my new product
  • Interview the chief spokesperson for a really good quote
  • Draft a news release/story
  • Identify some outlets that may cover my story
  • Pitch my news with industry trends.
  • Distribute an online press release to further news distribution.

As a marketer, I would:

  • Invite a client to join a panel on a webinar
  • Invite attendees to this free event by an email marketing campaign, newsletter, or a LinkedIn group announcement;
  • Interview a consultant or other client to draft a white paper for download and lead gen on a website
  • Prepare spokespeople for the upcoming tradeshow event to meet customers during a breakfast.
  • Polish the product literature and deliver it in time for booth training at the tradeshow where we will hawk our software to prospects.

While these lists may not sound so terribly different, in the corporate sector, each is the purview of a separate department. I do both and I tip my hat in either direction because my core training drives my deliverables.

Have I caused more confusion or per chance was this helpful?

 

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Blogging In A Safe Community

by Jayme Soulati on 01/17/2012 in Marketing, Public Relations

This is a great reminder that blog posts get seen by the whole world. It’s easy to forget that when we’re blogging in our safe communities. Let me share a story that may help you edit a little more, or less, given the topic…

Shakirah Dawud is one of the most fantastic writers I know, and her blog at Deliberate Ink covers a bunch on writing, words, copywriting, and other topics. She asked me to guest post on a topic I couldn’t address, and it took me weeks to stretch my thinking to come up with a topic relevant to her audience, her blog’s theme, and something I thought I could speak to.

The post I wrote was along the lines of whether marketing can write for PR. It’s not something I ever think about, but I stuck my neck out to write in Shakirah’s safe community and promoted it within my network.

The post was well received with in-depth discussion in the comments, lots of questions, lots of friendly debate, and more RTs than I’ll ever see at my house. (Very cool.)

Then, an editorial assistant from Ragan.com sent an email at the end of the day asking to re-publish my post. Ragan Communications is a national company delivering PR, marketing, writing and other content, products, workshops, training courses, etc. to our industry.  I gave my approval, and the post went live at 5 p.m. last week.

The next morning, the first two comments were negative from anonymous folks, called trolls, who are keen on negating most of what they read but never add their name to their statements. That didn’t feel good, but I thanked each for their heartfelt negativity and said something like “all comments welcome.”

The next eight or so comments were more in-depth; some negated the writing, the concept, the “blanket statement” and even argued, in not so many words, I was full of it. A professor of public relations made some decent remark in a neutral way.  I took my time responding to each person and thanked them for their comments.  All the while, I was hoping for no more responses.

Why?

That community on Ragan.com had no idea who I was, had never seen me, didn’t know my qualifications, had never seen my blog, etc., etc. It was really easy for them to negate me, rag on me, call me stupid, or whatever, because they didn’t know me.

Think about that…when you write a blog, people in your community begin to get to know you, your traits, quirks, personality, tonality, and they form opinions. They determine whether to come back and keep reading or whether you truly aren’t the flavor of the month. When a post is published as a one-off in a community accustomed to who knows what and there’s been no prior engagement, the opportunity is ripe for the bombs to fly. Not saying I got bombed over there at all, but I can say it felt uncomfortable, for sure.

What I learned from this experience:

>>I am more grateful for YOU, this community we’ve developed.  When people disagree, it’s obvious, yet daggers aren’t sharp and pointed.

>>When you launch a blog, there’s safety in obscurity. Don’t hope for stardom before you’re ready; in fact, I’d like to hide under my rock a bit longer (not that this single blog post is going to change my life).

>>The tonality and ‘raderie are what make blogging fun for me. Upon reading those comments from complete strangers, I was cringing, although no one really fired any bullets. It was just uncomfortable, and I wasn’t used to it!

>>The content we write as bloggers can go anywhere — on portals, on other blogs, on ‘zines, be fodder for reporters/media, employers, and more. This story is a reminder that anonymous eyes read our material.

>>I’ve lurked on a few occasions when a guest blogger writes malarkey on a national business blog, like Forbes or Fortune. I watched as she/writer was taken to task so strongly that I felt badly although I agreed with the comments. The funny thing was the writer was nowhere to be found…she never responded to anyone’s comments.

If you’re going to take a position in your writing which could be construed as other than mainstream, stand up for your beliefs. It’s more damaging to let commenters control the message than it is to be front and center engaging people in comments as you protect your brand.

Thoughts?

 

 

 

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2011 Social Media PR Woman Of The Year

by Jayme Soulati on 01/04/2012 in Public Relations, Social Media

So, I’m a few days late with this post, but it’s gonna be a goody, and you’ll be happy you read along to the bottom; promise.

I sat across the table from Gini Dietrich in Chicago just before Christmas at the Southport Grocery (you can eat there, too, with blue-eyed waiters to flirt with), and the poor dear had all she could do to get out of her chair to jog down and keep our meeting.  (She’d been on the go for about three weeks in December speaking on a killer circuit while tweeting, blogging and FB’ing in sync with the jet engine reverberations.)

Then we hit the streets to find a bench to do Gini’s first guest video post (with moi, ahem) which we had to repeat and giggle through. It was after that that I knew Gini was a special someone I loved to be with (and so, too, does everyone else), and I wanted to gift her with a little something in return.

Gini Dietrich is the 2011 Social Media, PR Woman of the Year. (Normally, I’d stop there with a #RockHot and #ThatIsAll, but this time I’ll share why. Oooh, it feels good to blog again after two weeks off.)

>>No one keeps a schedule like she does, and no one has the pulse of PR and social media CONSISTENTLY.

>>She is a mentor to the young PR peeps up and coming, and she works hard to network and land everyone a job.

>>She’ll take time to listen to a business problem and offer solutions and tips to get you out of the trench.

>>She is the author of a new book with Geoff Livingston, called Marketing In The Round, set to publish in spring, and you can pre-order just as I did on Amazon by clicking the link here.

>>She is always accessible with banter, friendly commentary, snark, and giggles.

>>She caters to public relations and social media peeps with content oriented to tools, techniques, and training.

>>Her smile, personality, humor, and love for dogs and bikes know no boundaries, and her energy is ebullient and effervescent (oh, that’s so smarmy, but true!).

>>She gives gifts every Friday; read these posts here and here, for her popular Follow Friday series.

>>She is committed to the cause – changing the perception of public relations and encouraging practitioners to become more marketing-esque with knowledge of financials, business, analytics, and more.

>>She is the consummate social media leader for all things new including channels, gadgets, and tools. She throws the punches where they need to land, and stands tall to take the heat when it comes.

>>She is an A-lister, dammit, and she’ll deny this forcefully…but when her blog, Spin Sucks, sits in the top 35 spot on Ad Age Power 100 for months, and the peeps ahead of her are blogging communities, then why the heck can’t I call her an A-lister? I wonder if that’s a negative…? She’s a leader, and Spin Sucks Pro (her paid platform) is soon to launch for real; she’s taken content marketing to revenue-generation mode (something few have done successfully).

What other reasons besides these can anyone share? I’m sold; hope you are, too!

Love ya, Gin Blossom! I’m a proud twinster!

 

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Is Pointing, Yelling Free Publicity or Just Awareness?

by Jayme Soulati on 12/06/2011 in Public Relations, Thinking

Today’s guest post comes to you from my dear colleague Shakirah Dawud, a highly prolific writer I admire greatly for her style, creativity, features (in writing), and genuine interest in provoking thought. She writes for Deliberate Ink, and you can connect with her here and here.

Shakirah Dawud Says:

This article was going to be much different than it is. I was going to name a campaign whose unscrupulosity (yes, I made the word up) totally blew my mind, the reasons it did, and raise your hackles about it as much as I could, too.

But I stopped because I wondered (as I often do about these things), when does pointing and yelling raise awareness, and when does it become the business’s use of my ire to play made-you-look?

Businesses and other public entities love publicity. They like getting in the news because people pay attention to them. Most of them prefer positive attention, but a few don’t mind negative attention one bit.

I have to make a decision: do I spread their news for them or do what I can to avoid giving them the clicks they’re seeking? More often than not, I choose the latter. If I see a need to mention it publicly, I usually limit it to an indirect reference. I don’t imagine it has much effect on the world at large, but it’s always been my policy to ignore people who do outrageous things only to get attention. I wonder if I’m alone.

My respect goes to people who speak up loudly when something untoward happens according to public record.  These people’s perspectives are bold, well reasoned, and well written as often as they are coarse emotional rants. I’ve read and written both types with gusto. But how much awareness is raised in these cases?  By the time I’ve found out about a controversial issue or event involving a business or public figure, it’s usually already a trending topic.

But my gratitude goes to people who research and provide information about the things happening right under our noses that most of us haven’t noticed–the patterns of activity, observations of interactions, and statistical trends that, as it has been famously said–”they” don’t want us to know. That’s more than adding a voice to the crowd of tsk-tskers.

As a PR professional, Jayme is an awareness raiser. I want to know–from her and from you–where the line is.

Is it futile to keep your silence on an issue you feel strongly about but refuse to provide free publicity for?

How would you raise awareness if you decide you should?

What factors do you look at when deciding to give someone or something a spotlight for your crowd to gasp and point at?

And since I have your ear, what do you think of the short-lived “Unhate” campaign?

Shakirah Dawud is the writer and editor behind Deliberate Ink. Based in Maryland with roots in New York, she’s been crafting effective marketing copy as a writer and polishing many forms of prose as an editor since 2002. Clients in many fun sizes, industries, and locations reach her through the Web.

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We’re Defining PR Again

by Jayme Soulati on 11/28/2011 in Public Relations

I know you saw the news that PRSA determined the timing is right to modernize its definition of PR. I was ecstatic about this (and life got in the way of my ability to blog quickly), and I’ll tell you why.

For those of you in the community who’ve been faithful followers, you’ll recall our endeavor to define PR in spring 2011. Not sure why I embarked on this journey, but it was amazingly frustrating and rewarding at the same time.

The culmination of the experience of some 15 blog posts by global input (including many, many insightful comments from PRSA, mind you) is this post right here, “We’ve Defined PR, By Jove!” Upon reading it fresh this morning, I am happy to say that I like/love the definition we toiled to create:

PUBLIC RELATIONS HELPS PEOPLE

SAY THE RIGHT THINGS TO THE RIGHT AUDIENCES

AT THE RIGHT TIME AND IN THE RIGHT WAY.

What do you think? Does this still resonate with you?

Throughout the entire intense series we tackled, one of the posts was about the very un-modern and archaic definition by PRSA of public relations. I directly admonished them, and others whole-heartedly agreed. May we take some credit for nudging PRSA to the edge on redefining our profession? I’m saying YES! (Makes me a proud practitioner to have had a hand in helping push this.)

Now, how can you help?

Make it your responsibility to be accountable to your profession. The original blog post at PRSA (although, strangely, comments require moderation) is here where you can see the campaign launch announcement.

Go directly to PRSA here and submit your definition of PR by Dec. 2, 2011. (Interestingly, and I fully agree, a commenter suggested this was a failure by PRSA to announce the campaign so close to and during a holiday week; indeed, timing is a bit odd.)

A word cloud is forming now on the PRSA website and tweets are being captured at #PRDefined with all the key words we’re coming up with.  While I didn’t use a word cloud to help us come to somewhat of a consensus, I know how hard we toiled to make our definition as general and as  specific as we could with respect to the purists and the integrated marketers in our midst.

Will be fascinating to watch what comes of this project. Anything is an improvement over what we’ve had for decades. Stay tuned!

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11 Tips To Re-Invent PR

by Jayme Soulati on 11/10/2011 in Public Relations

I applaud Advertising Age for its latest edition, The Marketer Issue. Each page is dog-eared and marked up; what amazing blog fodder. This article, Skills Wanted: What’s Required of The Next Generation of Marketers, is rich with tips on how marketing needs to re-invent for future success.

I’m taking the ideas herein, adjusting them with my spin and sharing them as tips for public relations peeps. After all, we in the PR profession must re-invent too if there’s a chance in hell for success down the road.

People who know me know I’ve been in the field of public relations since 1984. I entered the profession as a pure PR’ist and stayed as such for probably 10 years. That’s about when email entered the scene and slowly and surely all things changed. Pure/traditional public relations was turned on its head (for out of the box thinkers like me), and I slowly began to migrate towards marketing.

We all know what’s happened to the profession since the onset of social media and social marketing – that boundary between marketing and public relations has blurred to near non-existence. Step up, PR, and re-invent yourself for future success; your investment portfolio will thank you.

To push you in the right direction, here are 11 ways to re-invent, and I credit Ad Age’s Maureen Morrison for writing the article that provided this inspiration:

>> Be a multi-disciplinarian. Used to be back in my Chicago agency days that people asked, “Are you a strategist or tactician? Do you specialize or are you a generalist?” I was never a specialist; I wanted to know everything. That’s why I love being an agency brat – we get to service a breadth of clients from all walks of life and industries. This is amazing training.

>> Learn Data & Analytics. The old excuse has always been to leave the numbers to the marketers. No more, PR! We must interpret data as well as analytics to create better campaigns and programs. Do not leave the back-end analytics to marketing; without this knowledge you’ll miss the opportunity to make key decisions. Your leadership ability will also suffer.

>> Master social media apps and tools. No brainer, right? (Aside: I wrote that once in a corporate article and was never hired again, so now I get to use it and no one will fire me.) Just when you think you’re getting tired of keeping up with the Jones’s, push the gas and plow back in. Social media is NOT going away, and developers will keep tossing new apps/tools at us every day. You have to walk the talk.

>> Be technology centric and driven. The new generation of tablets, digital readers, smart phones, personal health monitoring devices, and other new gadgets are being developed at an amazing pace. Be well read and informed about these; in fact, incorporate budget to buy the devices and play (if you get that opportunity).

>> Understand ROI. No doubt about it, PR has to contribute to ROI, and we’ve always skirted that issue. Setting up metrics (I don’t care if that word is over-used; it’s the word to use) and measuring how our programs affect the bottom line is a critical success quotient for practitioners’ value.

>> Be nimble, agile and a quick study. Teams are strapped for time; training budgets are out the window, and it’s up to you to be agile enough to learn on your own. Being a quick thinker with wit, problem/solution solving, and flexibility to roll with the punches are what will earn you success.

>> Less tactical; more strategic. I’m unsure if strategy can be taught or if it’s innate. I’d like to think that with maturity as a professional, a strategist orientation unfolds. As a youngster in PR, you will be assigned tactics to execute; ensure you align yourself with a senior mentor who can help you with ideation. Observe how these peoples’ minds deliver and then emulate that example.

>> Search marketing. This arena is no longer strictly under the guise of digital marketers or internet marketing specialists. Trust me when I tell you, “PR people must understand the basics of search marketing and then some.” Whether you master this is not critical; however, understanding and contributing about this topic is important. The impact search marketing has on a PR program influences the entire integrated campaign.

>> Keep “traditional.” I am absolutely against using the word “traditional” to differentiate what others deliver as PR practitioners over what I deliver in a blended offering (PR and social with marketing). While I firmly advise losing “traditional” to describe PR services, don’t lose sight of how our profession evolved and became viable. When I see youth in the profession suggesting the press release is dead, I cringe. In no way will the press release die; it (along with other PR tactics) will continue to evolve.

>> Focus on the audience. It’s the role of PR to keenly focus on all stakeholders and craft and deliver messages targeting each. Consumers’ outside-in communication orientation with business requires a higher level of creativity and strategy for PR programs. We have to continually understand from where and how consumers comingle with business.  This will drive strategy as we execute integrated marketing programs.

>> Be financially savvy. Yet another numbers request and this one is serious. Ensure you are savvy about interpreting profit-and-loss statements. Understand financial reports issued by your company so you can influence business objectives with communications strategy.

It’s a tall order, friends, and no one is suggesting you learn it overnight. Tackle each one as soon as you can and then master the areas you like more. Staying fit as a PR person requires constant learning. Those who adopt a re-invention approach like this, or similar, will enjoy a storied career in this exciting profession.

(I think I need to print bumper stickers – “Proud To Be In PR.”)  What can you add to this starter package?

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Boing Boing Corporate PR

by Jayme Soulati on 11/02/2011 in Planning & Strategy, Public Relations

What a time to be in corporate public relations…can you pick three corporations right now that have been in a boat load of trouble lately? Right alongside these three examples are CEOs at the helm suffering from poor brand image as they take the fall for the team.

>>Avon. CEO Andrea Jung is struggling with recent mismanagement. Stories in the Wall Street Journal and elsewhere suggest her leadership is suspect. Forecasts are way off base, the SEC has launched and investigation, and investors are none too pleased.

(Aside: I used to sell Avon; so did my mom. I was my own best customer. I still love many of its products but the line diversified to include Curves fitness products, attire and a teen line. Way too much; unruly, but who asked me?)

>>Netflix. No surprise, right? This company flip flopped its subscribers about DVDs and pricing while opening new markets in the UK at the same time. Who is tired of reading about Reed Hastings’s PR debacle already? Read the link on this; Gini does a fab job of rehashing the entire mess, so no need to reinvent the wheel here.

>>H-P. I was surprised to learn the company would spin off its PC business unit. Without its flagship product line as a source of revenue, how would it meet expectations on Wall Street? Then, after installing Meg Whitman, former e-Bay executive and California gubernatorial candidate, as CEO, the company flip flopped and decided to keep computers in its product suite. H-P cited expense as a deciding factor.

I am certain you have more examples to share of corporate flip flops that unfolded in the public domain.

Now, let’s segue to the corporate boardroom. For sure there is a chief public relations officer who has a seat at these boardroom tables? I mean, right? One would expect serious PR strategy and input into serious corporate decisions that impact investors, analysts, stakeholders, consumers, the media, and more.

Why then are these corporations being “permitted” to make these customer-facing errors as if they weren’t thought through? Is there no PR counsel at the table or is PR not being invited to lend its expertise? Honestly, watching these gaffes unfold and multiplied hundredfold by word-of-mouth marketing makes me wonder.

The H-P debacle is pretty intense. The company just told the world it really didn’t want to devote innovation to its PCs; rather, it would produce subpar product. That’s my takeaway after a spinoff failed. I already have a negative image of H-P’s computers anyway; having them try to get out of that business doesn’t bode well for future sales.

For any business regardless of size, here is the type of PR counsel I provide (as do my colleagues):

>>We are trained in strategy to assess the effect of corporate decisions on markets and external audiences.
>>We know how to create story angles and to which media to pitch them for best light in sticky situations.
>>We contribute to messages developed with each audience in mind, and we draft appropriate communications targeting each.
>>We anticipate the backlash and negative impact of un-vetted business decisions.
>>We develop ongoing strategy to counter market pulse and rebuild damaged brands.

It strikes me that corporate PR, in two out of three of the above examples, is getting the raw end of the stick. Who’s responsible for allowing these very public gaffes; certainly no reputable PR professional would counsel its C-suite to engage in flip flop at the risk of damaging stock, brand, sales, and future growth.

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Media Training, Hoodies and Facebook

by Jayme Soulati on 09/23/2011 in Public Relations

Advertising Age has a fascinating article in its Sept. 5, 2011 issue oriented to the media training of 20-something leaders of tech companies who sit in their hoodies and sweat under drilling questions posed by reporters. These CEOs typically have no concept of media training and have not been privy to the wily nature of seemingly friendly reporters who turn aggressive to get their story.

Mark Zuckerberg proved that correct when he stated  his notorious faux pas, “privacy is over.”

He’s not the only one…every CEO and business leader regardless of age, industry or company needs to be savvier when being interviewed by media. It’s easier in the internet era for reporters to dig up dirt from more channels than just a printed magazine, and thus it’s easier to get hung up during an interview.

Where I have to disagree with this AdAge piece is when Brandee Barker, former VP of PR at Facebook, suggests that Zuckerberg helped “shape a media environment more accepting of the less-structured response or mishap.”  She states in the article, “There’s an authenticity that comes across, and if it’s awkward and they say the wrong thing, that’s OK.”

Really?

This woman is sending entirely the wrong message to young CEOs that it’s OK to come across as a noob and act befuddled. How can this be appropriate media training? When that tech leader grows up and heads to another company will that style be acceptable? In fact, like the Zuckerberg debacle, those situations will stick like glue and be resurrected throughout a leader’s career.

Ask Sarah Palin! She floundered and fell flat on her face in front of Katie Couric during her bid for vice president on the ticket with John McCain. Ask John Kerry who ran for president and all anyone could talk about was that he needed a haircut and acted like a statue in front of the cameras.

Being polished in front of reporters certainly comes with seasoned experience; losing your personality is one thing with too much messaging and training, but getting permission to bumble an answer and be accepted for it is another.

Media training is what we public relations practitioners strive to do with our internal and external clients.

It begins with research. When there’s a story brewing, the PR person must conduct due diligence to find all the stories and reporting style of the interviewer.

Then, we develop Q&A using the company’s approved message map so everyone says the same thing. Approved messages help deliver the facts without straying into murky waters (although this happens frequently).

Role playing is part of media training. A PR team tries to trip up the executive and put him or her in a stressful situation with a barrage of media questions. Using that message map is critical at this point, and knowing the tricks to sidestep a tough question is always helpful.

The onus is on PR only at the back end during prep. Executives must always be cognizant about their accountability to position the company in the most positive light. Often, company leaders forget they’re still on tap at the very end of an interview. This is when reporters swoop in for the kill, when there’s an apparent moment of relaxation. Leaders have been known to really mess up at this time because they think the interview is over.

It’s never over until the mic is off, the phone is hung up, and the reporter has left the building!

If you’re a business owner and you’re seeking the limelight to tell your story, or if you’re a politician running for office, then media training is absolutely a must. There are varying levels of training, and you don’t need to hire the big guns, either. Unless, of course, you’re Sarah Palin or John Kerry seeking the presidency of the United States.

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Christine O’Donnell — Say NO More

by Jayme Soulati on 08/25/2011 in Media Relations, Public Relations

For the first time in my 27 years in public relations and media relations, I watched right here as a guest walked off a national prime-time, LIVE broadcast based on the recommendation of her “handlers” – those PR peeps who sit on the sidelines and direct traffic for their spokesperson while nodding heads or coaching silently. (I know, I’ve been one of those frequently.)

Christine O’Donnell, you may recall, is a Tea Party candidate who tried to run for U.S. senate in Delaware, and her book, “Trouble Maker,” details many of the issues she either believes or doesn’t believe in.

When Piers Morgan queried her about gay marriage and masturbation, she began to unravel.  You can watch the interview with link above and form your own conclusions. It’s a good lesson for everyone including public relations/media relations as well as those figureheads who deem themselves prepared for prime time television.

There are so many other links you can go find, and many are attempts by Christine to massage her weakened brand and accuse “the producer” (she calls Piers the producer albeit he’s the host) of sexual harassment during the CNN interview.

The point is, PR, that if your spokesperson, client, company executive is NOT ready for live, national, primetime and potentially raucous interview tactics (do you remember Sarah Palin and Katie Couric?), then by all means KEEP THEM OFF TV!

Here are some media relations thoughts for everyone’s digestion:

** In media relations, it’s your job to comb previous interviews with that particular host to understand the style and potential for the segment to go downhill fast. Always expect negativity!

** Negativity sells, and there’s absolutely no way a former politician (especially in the Tea Party movement) can be safe. I say “especially in the Tea Party movement” because their policies and beliefs are strong, and when you get the “liberal” media going 1:1 with a candidate, there’s going to be bashing and addressing the issues.

** At the first sign of discomfort by an interviewee, the host is going in for the kill. Obviously, Christine was not prepared for a negative interview and did not expect to be thrown off course – book promotion, not running for office, I don’t want to speak about this issue today, “you’re being rude.”

** I fault Christine O’Donnell’s media relations people for this debacle. Either they didn’t prepare well enough or thoroughly enough to identify all the possible land mines any host would attempt to uncover, or they were not seasoned enough to manage this situation.  With issues as contentious as gay marriage, abortion (I don’t know if she addressed that topic in her book), masturbation, and the like in a book she wrote and is promoting, it’s open season!

** Preparation for an interview of international importance like this should be oriented to diving into all the Q&A with possible discomfort zones. Role playing and watching tapes of previous interviews would be part of the prep; in addition, dog earing book pages with highlighted text should have also been part of the prep.

** Piers Morgan is an investigative journalist; it’s his business to uncover scuttle butt on everyone who sits across from him. He wants ratings, and boy was he enjoying himself – trying not to laugh at Christine’s obvious discomfort.

** Finally, when has a PR person EVER stepped in front of the camera on national live TV? Are you kidding me? Terminate.

What thoughts can you offer based on your own experience, your experience being interviewed, and the prep that needs to happen in this contentious media age?

(Image: CNN)

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