PR that Goes the Distance: ING New York City Marathon

This past weekend, I had the pleasure (and I mean it) of running the ING New York City Marathon. I must say that for my first marathon, I was honored to participate in a race known by many as the “best and most fun of its kind.” I shared 26.2 miles with international runners, professional athletes, hobbyists and novices alike, many fundraising for worthy non-profits of choice. Getting high fives and cheers from Brooklyn through Central Park, it was energizing to see such support from complete strangers wanting all of us to succeed.

As the photo suggests, I take my job as a public relations professional very seriously. I fielded a number of calls while trotting through the boroughs, and actually secured two new clients during mile 18. Not really. (I will say that my race partner Jackie and I ranked among few phone-and-camera carrying runners, but it was worth it hearing my family’s voice.) From a business perspective, I did inevitably look at the marathon through PR eyes at times, particularly the corporate sponsorships involved.

When done correctly, sponsorships place your organization directly in front of target audiences while helping a great event or cause. Some ING NYC Marathon sponsors did an excellent job of this. Gatorade and PowerBar/PowerBar Gel, products of runners worldwide, ranked among “biggest lifesaver” sponsors in my book. The strategically placed hydration and miraculous calorie-gel packets kept me from being scraped off the asphalt. Timex clocks could be seen throughout the race, while Dunkin’ Donuts coffee and promotional beanies kept runners warm before the start. UPS was an unexpected sponsor, providing complimentary delivery service of runners’ gear from start to finish line.

Pasta maker Barilla was another major sponsor, specifically of the pre-race dinner Saturday evening. People who are nuts enough to run 26.2 miles surely need carbohydrates; therefore the Barilla sponsorship was brilliant. Aside from notably long lines (a no-no for people trying to avoid pre-race foot pain), the company made a respectable attempt at setting a mood and generating excitement at the dinner, located at Tavern on the Green. I received a swag bag with dry pasta at the entrance, which featured a red carpet and Barilla-logo backdrop.

As a runner, I would absolutely participate in this event again. I can say this now that soreness has subsided. As a PR professional, I am more inspired to recommend beneficial and creative sponsorships that help organizations connect with target audiences. Thanks ING and the New York Road Runners organization for a great race!

Event Planners, Think like Guests

Often, event goers will allow small problems to cloud memories of an otherwise successful fete. “It was a lot of fun, but there was no toilet paper in the restroom.” “Oh yeah, the food was amazing! I just wish the PA system had been working, because we couldn’t hear anything.”

As an event planner, you may have nailed down the date, time and location, but think about the minute details / overlooked additions that make events more enjoyable and memorable. To help mitigate little flaws, it helps to put yourself into your guests’ shoes – Literally. In your head, walk through the event from start to finish. You will undoubtedly realize you’ve missed something. Here’s an example, along with possible thoughts from an event planner:

• Guest drives up to the event – Oh, they can’t see the sign due to an unruly hedge. (I need to trim that thing.)
• Guest parks car – Yessss. There are plenty of parking spaces for invited guests.
• He or she walks to the front entrance – Our volunteers are greeting at door. (I need to make sure volunteers know the dress code.)
• Guests mingle during cocktail hour – Two open bars allow for shorter lines. (I need to ensure waste receptacles are well placed. Oh yeah, and we need music during this time!)
• And so on…
  

Could someone slip on that slick marble courtyard? Will the sun blind guests during your outdoor speech? There is much more to planning than securing food and beverages. Take time to go through the details, and you’ll help ensure guests are comfortable and raving about your work for weeks to come.

A Dazzling Customer Experience

While I don’t have a chauffer or a private chef, one luxury I enjoy alongside Hollywood royalty is that of a personal shoe stylist. Yes, while enjoying a Lean Cuisine in front of my laptop, I can at least know my shoes were hand picked by the trend-setting glam squad at Shoedazzle.com.

Skeptical at first, I decided to give this $39 monthly membership a try. Upon registering, you must first take a fashion survey so “stylists” can appreciate your preferences. Each month, members receive an e-mail allowing them to choose from five shoe options – Simply click on one, and the pair appears at your door! Shoedazzle.com also provides customers with no-pressure features, including the convenient “skip” option which allows you to choose groceries over heels when necessary.

While this may be an unnecessary expense in any economy, there is something to be said for the excitement of opening a package to find a fresh pair of quality shoes nestled beneath layers of brightly colored tissue paper. You also get a shoe bag (how swanky) and a letter from the Shoedazzle.com team. Overall, I can say it’s been a well planned, dazzling customer experience. This proves that customer service has legs, and in this case “feet,” as I not only blog about my experience but also share with friends who compliment my shoe-club kicks.

Professional Development Starts with “PR”

Whether you are still pursuing a public relations degree or are a veteran communicator looking to update your toolbox, it is important to continue education to remain valuable. Tap into professional development organizations in you area, and you’ll find a wealth of information, networks of talented individuals with whom to collaborate and probably a good monthly lunch!

More so than most professions (National Basketry Organization), communications progresses at a rapid pace, which is why it’s imperative that pros stay attuned to the latest and greatest. Within this past week alone, new trends likely emerged within the public relations industry which will be adopted into common practice years from now. Recent example: social media and its evolution into a widespread tool used to engage audiences and monitor conversations.

I am a proud member of the Capital Chapter of the Florida Public Relations Association. At each luncheon or seminar, I learn something that enhances my skills and contributes to client success. My advertising counterparts in the American Advertising Federation are inspired by the creativity shared with members.

What’s that? You have a Doctorate in Awesomeness? It’s still important to stay up-to-date with your industry; otherwise you are doing your clients a disservice. That’s what they pay you for – your expertise!

Hone Interview Skills to Enhance PR Writing

It is fairly common knowledge that public relations requires strong writing skills…but interview skills? As PR professionals develop news releases and feature stories to support communication goals, it’s important to write and think like a journalist. This means interviewing with tenacity and tact.

In order to construct newsworthy, accurate pieces worth distributing to the media, you have to make an effort to get the facts and conduct the groundwork that creates interesting quotes. Nowadays, many colleges actually require “reporting” class as part of the public relations curriculum. This added practice interviewing people in the field strengthens one’s ability to ask the right questions and get quotes with personality.

Here are a few tips to consider:

• Research your interview subject in advance – don’t waste time on unnecessary questions.
• Have open-ended questions prepared (in-hand or in-head), so you don’t stumble awkwardly…
• But allow questions to develop as your subject responds.
• Be engaging and help the subject feel comfortable.
• Take good notes / record the interview (with permission), and transcribe information immediately to retain details.
• Gather relevant personal facts, including name, title, organization, age (as appropriate) and form of contact in case of follow-up.

Demonstrate Value, Report Results

Personally, I enjoy implementing the public relations work itself, more so than taking time to generate a meaningful “report” of actions and results, but demonstrating the value of public relations activities is arguably the most important step of all. However, it cannot be fully reflected in a list of news clips – what’s the ultimate impact of your efforts?

Good PR practitioners make it a priority to demonstrate results – front and center – by helping clients recognize how public relations contributes to business success. Early measurement is necessary in most cases in order to create benchmarks. What’s the return on investment? Are the most important audiences being influenced? It is often helpful to show correlation to sales, participation, funding or other measurable results.

PR reports may vary in content and format from client to client, depending on their goals and industry intricacies. Elements may include but are not limited to:

• Overviews of tasks completed
• What was created, generated, maintained, minimized etc…?
• Web trends
• Industry news, trends and possible risks
• News clippings with resulting message content and impressions
• Hours and budget utilized
• Upcoming tasks and action items

Undeniably, social media is shaping the way PR results are reported. Practitioners are more frequently including feedback from “followers,” “fans” and “friends.” However it’s conveyed, show clients results that are relevant to them and use their business language. Whether reports are given weekly, monthly or quarterly, provide updates relevant to the organization’s reputation and brand.

Forgetfulness with Charm

It happens to all of us. You are chatting with a friend or colleague at an event when a familiar face walks toward you with the intent to converse. You know the person…but the name? Completely blank! She’s not wearing a nametag, so how in the world are you supposed to make an introduction? Heavens, how uncomfortable!

Believe it or not, there is a relatively graceful way to address this situation. Speak to the person whose name you cannot remember by saying, “Oh, do you know Kristin Taylor?” Hopefully, the nameless person will then tactfully identify him or herself. On the other hand, if you recognize that your friend is struggling in this circumstance, do not make matters worse by saying, “You didn’t tell me her name.” In this case, be completely honest and admit your mental block, asking for assistance to complete the introduction.

“You don’t remember me, do you?” = rude. Try to remember how it feels when you are on both sides – If you notice someone does not remember your name, offer it immediately rather than reveling in the discomfort.

APRs: Professionals Deemed “Certifiable”

My colleague, Associate Kidd PR Director Kelly Robertson, and I recently achieved APR certification, considered quite a feat in the industry. After making the announcement to our integrated cohorts, we quickly realized we needed to explain that APR stood for “Accredited in Public Relations,” not “Amazing Public Relater.” Easy mistake, considering how awesome we are. Actually, APR is a distinction for professionals who successfully demonstrate their commitment to PR and its ethical practice.

Certified professionals are tested on their knowledge, skills and abilities in areas such as research, planning, implementation, evaluation, ethics, law, crisis management and media relations. Dedicated PR pros voluntarily put themselves through the ringer during a thorough accreditation process conducted by the Universal Accreditation Board (UAB).

After application approval by UAB, these brave individuals participate in a face-to-face Readiness Review by three APR-certified professionals to determine preparedness to pass the comprehensive examination. Prior to the presentation, they must complete an extensive questionnaire that addresses role and experience in public relations. Finally, after passing this stage, they must pass a comprehensive 3.5-hour examination. Whew!

Unlike law or medicine, the public relations “profession” does not require certification in order to practice. Part of an ongoing debate, mandatory professional standards have been suggested for PR practitioners, especially considering what’s on the line in many cases: reputations, investments, legal ramifications... Situations and assets of such magnitude require a perspective and appreciation for strategy that should, I agree, somehow be proven. As such, through the APR certification process professionals uphold industry standards and contribute to the overall credibility of the public relations practice.

If you’d like to learn more about the benefits and process of APR certification, visit PRaccreditation.org.

PR. It’s Science.

So you, the owner of Wonder Widgets, are suffering from a slump in customer inquiries. Interest has plummeted. What’s the answer to all your problems? Well, it has to be a snazzy new flier, right? Yeah! Once your audiences get that thing in their hands, they are bound to appreciate the many wonderful uses of Wonder Widgets. To solve the problem, you decide to “strategically” distribute fliers to every residence within a 20-mile radius of your store within one month.

Oddly enough, a few months later, public interest is still sagging. What happened? You missed the mark. It’s science, folks – Just like any good chemistry project, public relations should be practiced in a disciplined, strategic manner. It begins with proper research and includes evaluation along the way. Had you done this for Wonder Widgets, you would have realized the true, very specific widget-loving audience is scattered nationally, and the best way to reach them is actually through a media campaign targeting the niche trade publications they read.

By making a conscious effort to operate in a methodological (big word there!) manner developed by decades of experience from our PRedecessors, we will all have a much better chance of exceeding expectations. Whatever you want to call it: RACE…RSTES…RPIE… Stick to a PRocess that begins with research, that evolves into strategic planning followed by tactical implementation, and always monitor along the way. Finally, evaluate upon completion to gauge success and identify areas for improvement. Let us not forget stewardship, the often overlooked component that can PRevent future problems and foster goodwill.

Ahhhh, so many fantastic words begin with “PR.”

Preparation Starts with “PR”

“Preparation” means more than arriving early or having extra copies of the meeting agenda. The ability to prepare for any situation is a trait that can take public relations professionals from good to outrageously awesome.

The know-how to preemptively arm yourself with handy supplies is not always natural, but learned. Think “wrenches” like stains, rain or red onions – You know…the Greek salad before that meeting. For me, the self-fulfillment from being prepared for something unexpected is always the best.

Below is a list of pocket-size items you may want to consider toting. You’ll prevent disasters both large and small while astounding clients and coworkers with your knack for PReparation:

* Guys, some items may not apply to you, unless you want to be scarily prepared:

• Tide to Go Pen
• Nail File*
• Oil Blotting Tissues*
• Chapstick or Lip Gloss*
• Visine
• Tissues
• Koozie (warm hand, cold beverage)
• White Out
• Mirror
• Hair Ties*
• Business Cards
• Pen (seems obvious but you’d be surprised)
• Notepad
• Breath Mints
• Feminine Hygiene Products*
• Collapsible Umbrella
• Band-Aids
• Spare Change
• Hand Lotion
• Safety Pins
• Lighter
• USB Flash Drive
• Hand Sanitizer
• Sharpie Marker
• Snacks (for the low-blood sugar moment)
• Wallet-size Tip Calculator
• Wallet-size List of Local Taxis
• Stamps
• Advil
• Bottle Opener

You may need a large bag or briefcase, but it’ll all be worth it when you inevitably save the day.

Perfecting Your High Five: Eye on the Elbow

Equally as revealing as the handshake, the high five is a cultural gesture often given less weight than it deserves. Like the shake, the five is an indicator of confidence, enthusiasm and even hand-eye coordination.

As one who has no trouble with enthusiasm or high-five power, I unfortunately struggle with accuracy, which is why I take advantage of the “eye on the elbow” trick. This works by simply looking at your target’s elbow rather than his or her hand when you are going in for the slap. Give it a try – It really does work, and it can save you from distracting embarrassment during what would otherwise be a celebratory or congratulatory moment.

Communicators, this is indeed important in the business world. A new client just signed! A colleague just made a killer presentation! We just secured a major spread in a leading industry publication! It’s Beer:30 p.m.! The company softball team just lost by less than the last game…and no one was badly injured! What do you do? High five!

Media Relations: Trust Me!

No matter how technology driven the world becomes, no PR news distribution seems to work better than when utilizing a trusted relationship. So how do you differentiate yourself from the “spin doctors” and become a trusted PR practitioner with good, relevant stories? You will not gain the trust of a reporter by inserting “Mass Murder” into the subject line of a distribution for your exterminator client’s recent success.

What will help is making an effort to find out what works best / what makes a particular media representative’s life easier. You must take the time to earn a media outlet’s trust. It could start with an introductory call. Is your client’s news something their beat would even cover? How do they like to receive news? PDF? Fax? Carrier pigeon?

One of the many reasons PR practitioners are so valuable is their access to relevant publications. Especially during timely situations, it is important to have that established trust…to have the ear of a reporter. Unfortunately, some reporters simply do not trust PR professionals due to bad experiences and bad pitching. You can avoid this by speaking the truth and being professional.

It has been done for decades, but sometimes we need reminding: Stop in, have lunch…become someone the media not only picks up the phone for but uses as a resource. Give them good stuff, have the facts and be responsive! Finally, assume their deadline is now, since it probably is.

News that Gets Noticed: Distribution Techniques

Technology enhances the techniques public relations professionals utilize to communicate with the media, but it can be challenging to keep up with the many innovative methods of disseminating news. Sure, dropping media kits attached to tiny parachutes from planes will get some attention, but there are much less expensive and more accurate options. It’s a matter of selecting the most appropriate method for your newsworthy information, target audiences and media outlets.

More recent online “innovations” for connecting with the media include PitchEngine and HARO. PitchEngine takes a nontraditional approach by creating a “social media release,” eliminating e-mail attachments and allowing the user to create a customized newsroom. Help a Reporter Out (HARO) allows you to connect with journalists looking for particular sources for their stories. From daily updates, HARO users can peruse legitimate reporter “queries” for which their PR news may be a perfect fit.

From video pitches and Twittering to the more traditional news release and press conference, it’s good to use a variety of techniques. It’s helpful to take advantage of live, online pitching workshops and “Webinars” to stay up-to-date. Whichever technique you use, the pitch itself has to be good, which leads me to another topic all together: the pitch. Look for more on pitching in the coming weeks. In the mean time, I am interested in hearing what you have experienced: new distribution methods, tips or disasters we can all learn from?

Communicators, Prevent Awkwardness through Etiquette

As a public relations practitioner (and generally appropriate person), etiquette is one of my favorite topics. While I’ve encountered many uncertain situations, I find having some knowledge of etiquette provides confidence, especially as a communicator.

The inevitable “oops” is bound to happen, but for communicators, knowing your stuff will help both clients and your company. For instance, on which side of your shirt do you where a nametag? What do you do with that used Splenda packet at the table? Who do you introduce first…your boss or your father? Is that my water on the right? It’s enough to make you avoid social situations all together.

Here’s one trick for that eternal bread vs. drink directional question. The easy-to-remember solution lies in your hands – Make a circle with each hand using your thumb and index finger. You’ll create a “b” and a “d” shape, indicating bread to the left and drink to the right. Outstanding! That’s one problem solved.

To prevent snafus, every PR pro should own an etiquette book (great gift for recent grads). There are many to choose from, covering everything from Twitter to Triathlons, but Emily Post is tried and true. I prefer the condensed version (small enough to fit in my Poppins-like purse).

The PR Maven Offers Tips to Recent Grads in “PR Channel” Series

The PR Channel recently launched a week-long series of posts entitled “Advice for the PR Grad,” offering words of wisdom from professionals nationwide, including yours truly! As suggested by our team at Kidd Public Relations in the “Networking” post, professional meetings are great opportunities for recent grads to meet potential employers and gain exposure. Read more from this series throughout the week, including interview tips from the PR Maven.