Bonjour! A Little PR from Paris

At this very moment I'm across the pond being captivated by the beauty of France. In addition to visits to cultural landmarks, tours of the most beautiful landscapes, and dining at divine restaurants, I've also been to visit several different companies. We've been to see the French Fashion Institute, Hermes, and Peugeot and are set to see many more.

On these visits I've noticed some serious cultural differences in conducting business that any aspiring public relations professional will want to know if they're considering doing business abroad.

Dress

In the United States, "business casual" is generally the norm and "business formal" is saved for fancier occasions.  In France, "business formal" is the norm and the French take great pride in how they dress. Americans always need to look their most professional and very best when doing business in France.

Time

The French look at Americans as "always in a hurry". If you're going to do business with the French, you need to be prepared to slow down and go at their pace or you'll risk looking too aggressive.

Language

In France, it's common to use 'terms of endearment' in business conversation.  You'll hear "mon cheri" used and at first thought it may seem sexist or politically incorrect. The French don't view it that way and it's best to just accept the cultural adjustment.

It's your job as an American business-person and PR professional to be prepared for the cultural differences you'll face when doing business abroad. France is just a drop in the bucket of cultural clash.

What are some other cultural differences you can think of? We want to know!

Fired Groupon CEO Tells It Like It is

From my extremely limited knowledge of fired CEOs, it seems that many companies fire them in a very hush-hush manner. Rumors circulate around the office, people speculate about why he or she was fired, the whole nine yards. Most CEOs quietly hang their heads on their way out of their cushy position.

This was not the case for recently fired Groupon Founder and CEO Andrew Mason. After the company suffered a whopping 25 percent stock drop in it's first quarter report, Mason was quickly and seamlessly fired. While Mason was not exactly silent in response to his firing, he wasn't very upset about it either.

In a letter to his employees, Mason joked on choosing to leave the company to spend more time with his family (a long overused cover for being fired) and admitted that he was fired for making poor financial decisions. In the memo, he applauded his employees for their hard work and dedication and assured them that he was proud of Groupon as a whole.

Mason closed the letter with a piece of advice: "have the courage to start with the customer," and signed it with "I will miss you terribly."

What do you think of Mason's unconventional departing memo? Let us know!

Trends affecting the PR Field

In recent years, PR departments have had to make a concerted effort to remain relevant within an organizations. Many times, the PR department is the first to go during cutbacks. Especially now, with the influx of bloggers and social media, it is harder than ever to show senior level execs why you are still an important asset to the company. Below are a few reasons why PR departments may be facing cutbacks:

• The Internet is killing the "expert": In the past, citing experts in press releases and other materials has gained leverage on the side of the PR department. However, now that Facebook and Twitter are often the main sources of information for people, "experts" can be found everywhere. The term "expert" is meaning less every year. Who is to say that one person is or is not an expert? Information and knowledge evolves, and some experts even feel uncomfortable with their title for the same reason.
• Consumers are growing skeptical of statistics: Undoubtedly you have seen infographics created by brands, illustrating statistics in their favor. These statistics are created to start buzz and position brands as leaders in the field. The problem with this is that consumers are experiencing information overload. As a result, people often brush of these statistics that originally brought more attention.
• Content curation puts the success of a brand into the hands of the consumer: When you are talking to a client or your execs about a PR campaign, many times they won't understand how much really goes into a campaign. One of the most important goals in such a campaign are to get consumers to share your brand and its message. In this sense, success is really in the hands of the consumer and their own opinions, which is out of the hands of the PR team.

Stand Out from the Crowd

During my time at my internship with the National Constitution Center, I've had the opportunity to sit in on several meetings about the launching of our newest exhibit American Spirits: The Rise and Fall of Prohibition. While sitting at these meetings, I can't help but be entertained by all of the goings-on. I feel like I'm at a tennis matching, my head bobbing back and forth to follow the fast-paced comments of everyone in the room. It's easy to see who gets the most floor time, but why is that? In "How to Be a Superstar in Meetings," Bruna Martinuzzi makes the following observations:

Be a front-seater: Be involved; speak up when you have an opinion on a particular topic. Avoid behing a wall flower. The more present you are, the more of a chance you will have to be heard. 

Build on the ideas of others: Pay close attention to what your colleagues are saying. Feel free to take something your colleague just said and add your own perspective. What can you add? What would you change? Do so in a constructive manner and your coworkers will appreciate your willingness to offer your own insight.

Criticize ideas, not people: It's an important professional lesson to never step on the toes of your coworkers. You can offer criticism in a constructive way, without embarrassing anyone. Voice your concerns by asking for clarification and building from there. 

Make positivity your hallmark: Obviously you can't be positive all the time, but strive to be a team player by highlighting what has been working rather than focusing on all of the things that need to be kicked to the curb.

Be brief to be heard: Some of these meetings are only 45 minutes long with a 2 hour agenda. Be brief but concise in what you say so that everyone can get a handle of what you're saying and tackle it while still keeping the meeting moving.

Do you have any other ideas on building rapport during meetings? Let us know!

What Corporate Can Teach Agencies

When we talk about PR, we throw around the terms "in-house" and "agency", as if they are mutually exclusive. While they both do have their differences, corporate in-house PR can give valuable insight to traditional PR agencies. 

1. Understand the corporate structure: Remember that when you are working for a company, you may have to report to an executive board. You will have to give them hard numbers of what you are accomplishing: how many people are you reaching? How many press releases did you send? How many news outlets picked up the story? etc. Realize that the board may not have a solid handle on PR and doesn't realize what goes on behind measurable results and the intricacies behind it. Discuss how you can translate the board's need for numbers into actual PR success.
2. Learn the language: At my internship, I am required to file every single mention of the National Constitution Center into a document, with specific impression numbers, so that we can physically show where, to whom, and how much we are reaching. Having one big document to easily compile this information allows for minimal effort with maximum results.
3. Proactively maintain communication: Your clients will not always have something newsworthy going on. Don't wait for them to come to you, make something happen. Keep in the loop about projects and identify potential media opportunities. Silence isn't golden in PR.

Have you ever worked in both "in-house" and "agency"? What did you  learn from it? Let us know!

Business 101: Why PR Students Should Take A Business Class

Most, if not all, aspiring PR pros shudder at the thought of taking a business course. We went into public relations for a reason; to avoid taking accounting, economics and any other classes that involve numbers. That may be a bit of an exaggeration but I have yet to meet a PR student or professional that enjoys the subject of math. 

A professor recently told my class he had taken a basic business course while he was in college and that, although he absolutely despised it, it was one of the best decisions he ever made. Why you ask? Simply because everything in life is a business. There is no getting around it. If you are looking to become successful in the public relations field, you will most definitely be working with clients who only speak in business lingo. That means they communicate in terms of numbers, metrics and, most importantly, money. 

Public relations is all about knowing your audience. There will be numerous points throughout your career in which your audience is going to be upper management and business professionals. It is our job as aspiring PR pros to learn their language. There is a serious need for young professionals to understand the realm of business. Knowing certain business jargon will not only be beneficial to you, it will also help to put you ahead of your peers. In today's job market, you should be willing to do anything and everything that will put you ahead of others. 

So, instead of using that elective credit on a pointless aerobics class or a boring music class, aim instead to take a business course. Look for an introduction to management, marketing or a business 101 course to give you that extra knowledge that will not only open up your mind, but will help to get you ahead in your career!

What business courses have you taken? Let us know!

For The People, By The People

Everyone has someone to answer to, it's a fact of life. But when you are writing a press release or blog, whether it will be read by reporters or the general public, it can be hard to think about who you're writing for, when you have to hand it up to your boss to look over. I experience it myself, all of the time. I want my supervisor to like what I've written, and I want to make them happy, but the bottom line is that you are not writing for you supervisor or board of directors, etc. You are writing for an audience. Check out the tips below on how to write for your readers--not your executives:

Use the words your audience would use when describing your product: While you may work for a company that manufactures technology used in space, using industry jargon will get you no where. If you are aiming at a younger audience in an effort to gain more widespread support, think about the language they use. The culture they are in. Adjust to that, and you will get more of a response and a better understanding of the product you're selling.

Your customers are people; treat them that way: In some industries, companies will refer to their customers as "insureds" or "patron". Using these terms can sometimes de-humanize clients. Your customers are people too, and most likely don't refer to themselves as such, and may not even appreciate it. I would personally prefer someone to cut to the chase and call me what I am--a consumer, or a customer.

Writing informally is not dumbing down: Nix the ain't and the ya'll, writing informally is getting rid of the static and getting down to the roots. Who, what, where, when? Try to write in such a way that your reader won't have to keep going over what you wrote. This saves both you and the customer time, energy and frustration.

Have you ever been met with the challenge of writing to your audience while still keeping appearances with your boss? How did you manage? Let us know!

Who's The Boss?

It can be awkward navigating your way around telling someone that you don't like something. But unlike telling your friend that the shirt they're wearing is a little outdated, telling a client that they're idea is either impossible or downright not a good idea. Some clients may feel that you are stepping on their toes or telling them what to do when you are too outright. Below are some tips on counseling a client around an inadvisable idea:

Stay informed about trends, mistakes, and successes: When your client comes to you with an idea or concept, being up-to-date on current events will help guide you and your client. This way, when your client comes to you with an idea that simply won't work, you will be able to bring up a circumstance or example in which that idea ended up not working out.

Keep a neutral tone when rebutting and countering a client's idea: Always keep your cool. First off, it's completely unprofessional to raise your voice or scream at a client. Maintain a calm exterior, even if you are feeling on edge. A client, or anyone else, will be much more inclined to listen to you, when they know that you have listened and taken their words into account before voicing your disagreements.

Ask the client to play the scenario through: Role play them through their idea, and bring up any possible issues, while still maintaining a realistic scenario. Remember that this is their baby. Give your client the ability to take responsibility for their decisions rather than you taking over control.

If you really feel strongly, or there is an ethical lapse involved, bail out: If you strongly disagree with your client for either practical or moral reasons, do yourself and your client a favor and bow out. It wouldn't be good for either of you if you just stayed with the client to stay with the client. As always, if you must part ways, be professional. Thank them for the opportunity and part amicably.

While you should be gentle when you are disputing a client's idea, remember that above all, you must tell the truth. Skating by, manipulating your client your way will not only put you in bad relations with your client, but is also unethical and unwise.

Email Is Still King

Like everything else, public relations is a business. And in any business, communication is key. Although email is not hip compared to the social media tools of our time, email still rules in business communication. Email is vital to the success of a business and aspiring PR pros should know that email should is their number one tool of communication.

This past summer I had the opportunity to intern in the corporate communications department of a national insurance company. A heavy reliance was placed on work email communication. When an important message needed to be sent, I could find it in my inbox.

Email has become almost a universal language for the working professionals. It is old, familiar and most of all, dependable.

Here are some tips to put you on the right track to writing a professional email:

1. Greeting: When writing an email it is always important to have a proper greeting. Depending on when you send the message, you could put “Good Morning” or “Good Afternoon.” Most important about a greeting though is to address the person you are emailing by first name. This makes it more personal and warm
2. Body: Keep it short and sweet. No one likes to read more than three simple paragraphs anyways!
3. Closing: Depending upon the subject matter of your email, your closing can vary. I usually stick with “Best,” or “Best Regards,” however you can always close out your email with the go-to “Sincerely,” or “Thanks.”
4. Signature: Email signatures are key to an email. They tell the person a little bit more about yourself without having to research. Your signature should include your college status and major, any positions you hold as well as your current job title. Here is an example of what my email signature looks like:

Kaitlyn Sutton

Temple University '14

Strategic & Organizational Communication, Public Relations

PRowl Public Relations

Be Seen. Be Heard. Be Known

http://prowlpublicrelations.blogspot.com/

@ProwlPR

Alpha Epsilon Phi Sorority, Phi Theta Chapter

Public Relations Chair

Philadelphia Insurance Companies

Corporate Communications Intern

ksutton@phlyins.com

(e): kaitlyn.sutton@temple.edu

(c): (insert cell phone number)

5.   Spell Check: This is a vital tool that most people forget to utilize. Make sure you not only spell check your email but read it out loud once or twice to make sure you are also using correct grammar and sentence structure.

What other things do you keep in mind when writing an email? We want to know!

The Chick-Fil-A Debacle: Takeaways for Small Businesses

For the past couple weeks, the Olympics have has competition: fast-food chain Chick-Fil-A. When Chick-Fil-A president Dan Cathy said in a statement that,"I think we are inviting God's judgment on our nation when we shake our fist at him and say, 'We know better than you as to what constitutes a marriage," clearly noting his stance on gay marriage.

Bad publicity isn't good publicity: The old adage "there is no such thing as bad publicity doesn't apply here. Cathy was voicing his personal opiniom, neglecting to put into account that the company he spearheads has an anti-discrimination policy, one that his statement could be seen as violating. After news broke out that WinShape, one of the charitable organizations that Chick-Fil-A funds, donated 2 million dollars to anti-gay organizations, the public responded. Politicians in both Chicago and Boston announced their plan to ban Chick-Fil-A from their cities. Republican presidential candidate Mike Huckabee even went so far as to make August 1 National Chick-Fil-A appreciation day. People packed into 1,600 locations across the country to stand against gay marriage, or for some, free speech. Since Cathy's statement, the LA Times reports that public opinion of the fast food chain is the lowest its been in two years.

Small Business Takeaway: While Dan Cathy holds the right to his own personal opinions, Chick-Fil-A is a franchise business. When the owner's political or social issues become those of the entire company, it doesn't only effect the company, but also its employees. While it is okay to share your personal views, before going in front of the world to voice your opinions, take into account the scope of your actions on other people.

Always Mind Your Manners

One of my biggest pet peeves in the professional world is when I see people around my age who don’t use proper manners in a business setting. We all learned what good manners are from our parents and school teachers, however business etiquette is a lot more than the “please and thank you” of your peanut-butter-and-jelly days.

Business manners are certainly not a popular topic covered by today’s media outlets but that doesn’t make them any less important. Manners express a sense of respect and courtesy no matter what setting you are in. They are genderless and simple. Manners may even determine if you get the job or not.

Here are some tips to refresh your business etiquette skills:

Shaking Hands: Always look the person in the eye and make sure your handshake is not too firm or not too soft. Be confident.

Holding the Door: Rule of thumb – the first person at the door should hold it open.

Introductions: Introduce a lower-ranking person to a higher-ranking person. Always apologize if you forget someone’s name.

Telephone Calls/Emails: Return calls immediately and reply to emails within one business day. This shows respect.

Texting: No matter what the situation it is ALWAYS rude and inconsiderate to text during a meeting or conversation.

Business Hours: Everyone needs time away from office life. Unless you have a dire emergency, contact people during the hours of nine to five PM only.

Co-Workers: You spend a lot of time with them; why not get to know them?

Private Conversations: Keep them private, plain and simple.

Please & Thank You: No matter how old you are, these words should always be a part of your every day vocabulary.

What are other manners you live by in your professional life? Let us know!

How are you making 'cents' of money?

Hello, fellow aspiring public relations professionals! This is my first post on the PRowl blog as the Director of Finances. When I initially applied for the position, I hadn’t really thought about how becoming director of finances would diversify my experience and skill set as a public relations major. Although I didn’t realize it then, it already has.

As the Director of Finances for PRowl Public Relations I am responsible for sending clients invoices, depositing and withdrawing funds, maintaining our financial account, developing donation letters, and finding new and resourceful ways to finance our firm. Learning how to handle money early on is an invaluable skill in the business world. Future employers will appreciate your ability as a young public relations professional to be able to not only communicate well but to also understand money. As a future account executive or staff member, you may be responsible for handling a certain amount of money. Your future employers will want to know that you will understand how to manage their money appropriately.

Aside from being a public relations major, I am also a business major. In the business school, we are required to take lower level courses which include a finance course as well as two accounting courses. These courses have taught me how to balance finances, and how to invest finances in order to receive a respectable return. I highly encourage every public relations student to take as many business courses as possible. I especially encourage taking courses concerning finances because in the end, it will make you more marketable as an aspiring public relations professional.

It is said that ‘money makes the world go around’. If this is true, how are you making ‘cents’ of money?

PR to Come to an MBA Program Near You?

All the way back in May, PRowl Public Relations blogger Emily Ascani wrote about how PR training in Business schools and MBA programs could greatly augment corporate crises communication. Now, over seven months later, there seems to be a hint of progression towards this goal.
Dartmouth College’s Tuck School of Business and PRSA have teamed up to pilot an initiative aimed at getting PR into more business schools. Soon Dartmouth will allow its MBA students to take a strategic communications course in one of three formats: a semester long course, a nine-week abbreviate session or in seminar format.
This is a leap forward for both the profession of public relations and MBA programs everywhere. More and more business leaders will begin to take their corporate communications more seriously and businesses will be better prepared to deal with crisis when the happen. It seems to me that introducing PR training in MBA programs is a win-win. Good job, Dartmouth!

Google Announces Purchase of Zagat

Last week, in a surprising move by Google, Zagat was bought out by the multi-billion dollar corporation. For those who are unfamiliar with Zagat, it is one of the world's leading providers of consumer survey-based information on places to dine, drink, travel and more. It started as a hobby 32 years ago, and has been expanding steadily ever since. Today, there are reviews that cover over than 100 countries worldwide. Google executive, Marissa Mayer, was the one who announced the deal on the official Google blog, and even went as far as to tweet a haiku about it:

Delightful deal done; Zagat and Google now one; foodies have more fun! http://goo.gl/Gwnxg #gogooglelocal

Her excitement is palpable and it is obvious that Google has big plans for Zagat, a company that has found success by housing ratings and reviews based on the opinions of over 350,000 surveyors from around the globe.

For the founders of the company, Nina and Tim Zagat, Google’s offer most likely came as a pleasant surprise. It is known that the Zagats made an attempt to sell the site in 2008, but were met with little success. It is estimated that Google purchased the company for $125 million—a price the Zagats were obviously pleased with. They issued a statement about the company’s new fate on their site to let their users know about the recent sale:

“After spending time with Google senior management discussing our mutual goals, we know they share our belief in user-generated content and our commitment to accuracy and fairness in providing users with the information needed to make smart decisions about where to eat, shop and travel. We believe this union is the right next step for our employees, our users and for our business, all of which will benefit from the additional resources and reach that Google provides. Going forward, we will remain active in the business as co-Chairs, helping to ensure that the combination of Zagat’s and Google’s assets and capabilities will maximize our product quality and growth.”

Google already has listings and maps for restaurants and other small businesses, so to collaborate with Zagat can only bring more success to the corporation.

Have you used Zagat? Are you excited for the merging of Google and Zagat? Let us know!

This guest blog was written by PRowl Public Relations staff member Katie Tully.

Welcome Haters

We all know that popular saying, "haters gonna hate." And that's true, no matter what, you're going to have haters and they will hate. In other words, instead of letting your confidence get beat down and taking their negativity personally, take advantage of what your 'haters' are saying and spin it your way:

• Haters expose vulnerability- Take heed of what their general complaint is. If someone sends you a nasty email, remove the emotional negativity from it and focus on the main idea. While your hater may have phrased it in a not-so-nice way, at the end of the day they had a point. By absorbing criticism and learning from your mistakes, you will make yourself a better person at what you do.

• Haters can be converted-From my experience at working in retail, we are always encouraging customers to fill out our survey, so that we can better our service in the future. Of course we get negative calls here and there, it doesn't mean that they will never come to your store again, it just means that they weren't satisfied with their client experience. But that is why the survey is there, so that next time that customer comes, you will be able to provide a better overall experience and maybe turn that hater into your #1 fan.

• Haters bring attention- We always remember when something bad happens, because drama always follows. If a group of people spread word about how bad your service is, then take it into account that you can fight back, your way. Take the criticism, but show that you are working on improving and accept feedback with an open mind. That way, you will not only draw attention to your organization, but you will also encourage active participation from the public. In turn, they will recognize your willingness to improve and be sure to return to see your progress.

While you will always have your haters, you do not have to just lie down and take it. Fight back by being better and your haters will be your biggest asset.

To read more on the benefits of haters, click here.

Do you have your own personal hater? Will you be 'welcoming haters'? Let us know!

7 Habits to Keep

Part of being a go-getter is not taking no for an answer and, most importantly, creating your own opportunities. Use your particular skills and tailor them to the areas in which you will prove to be an important tool. In "7 Habits That Make Great Opportunities Happen", Liz Strauss highlights 7 habits that will put you ahead of the game:

1. Pay Attention
Pay attention to your environment. Part of being a generally good employee is doing your best to make the company you're working for run as smoothly and effectively as you can. Take notice of how to do this, whether it be updating the company website, to typing up some quick notes to hand out to ensure a more fluid and efficient meeting. Not only will you grow as a person, but people will notice your role in the workplace and come to you when something comes up.

2. Think of your work as important

No one likes a Negative Nancy. Be positive in what you do and realize that you have the chance to make a difference, and take that chance. Even if your job for the day is to copy fliers, know that there is a purpose driving it and you were assigned it for a reason. By getting the job done well and without complaint, your coworkers will be more willing to provide you with new opportunities, knowing that you will get it done, no ifs, ands, or buts about it.

3. Be aware of the potential of your impact

Take into account that your actions don't just affect you, but everyone around you. Consider ways to make decisions that will make everyone's lives easier instead of cutting corners, and people will have confidence in you to make the best decision for the company as a whole.

4. Imagine opportunities everywhere you look

Try to look for ways you can incorporate your particular skill set. If you are good at writing, start small and offer to proofread the weekly newsletter. If you like graphic design, offer your skills and design a new letterhead. Who knows? Someone may see your skill as vital to a new project and before you know it, you've created yourself an opportunity!

5. Make yourself a magnet for jobs you do well

Having friends in all the right places is an asset. When people give you a hand, lend your hand back. Offering your expertise will give you the chance to set yourself apart from the crowd and will also showcase you as someone who is a team player, which will definitely be a factor when you are up for a higher position.

6. Count and record opportunities that suit you

Keep in mind what trends are rising and what role you may be able to play in them. Taking notice of these trends will put you ahead and will encourage others to come to you with new ideas, knowing that you have a knack for sensing future prospects.

7. Decide

So when an opportunity arises, take it and run with it. There is always a lesson to be learned and experience to be gained that will put you at an advantage in the future. Continue to grow through new opportunities and people will be more willing to be a part of whatever you are a part of, knowing that they will be in the right place at the right time.

Has an opportunity ever arisen for you that you declined because you felt that, for any reason, it didn't suit you? Looking back, do you wish you had taken it? Why? Let us know!

It Pays to Win

Everyone likes to win. Whether it's a stuffed animal at the carnival or an all expense paid vacation to Florida courtesy of a Hatfield ham (true story), it feels good to win. Many people are willing to chip in a few moments of their time, a buck or two, or some other sort of donation in hopes of winning the prize. In "4 Reasons Why Contests Should Be Part of Your Marketing Strategy" Ben Pickering highlights the positives in creating a contest for your campaign:

1. Contests Are a Great Tool for Building Your Fan Base- Facebook is a great tool for running contests. How many times have you seen on your News Feed, 1,000th "Like" Gets a Free T-Shirt! Or something of that sort? People "like" things all the time, so conducting a contest is fast, cheap, and easy on your time and theirs and an excellent way to gain followers quickly.
   
   
2. Contests Enable You To Engage Your Audience-Allowing your audience to be creative and get their time in the spotlight is never a bad idea. Photo and video submission contests are a testament to their willingness to be associated with your brand and thus they will encourage all of their friends to check out your product's website to show their support.
   
   
3. Contests Are a Rich Source of Data-It's simple, give and take. Offer a prize for completing a survey or answering a couple questions. I have participated in these numerous times on campus, and as a sucker for anything free, I willing gave a few minutes of my time for a small gift. As a result of give and take, you will be able to get insider information on what reputation your product has and how you can improve or expand it.
   
   
4. Contests Empower Consumers To Do Your Marketing For You-For the average Internet user, it's as simple as copying and pasting a link into a status, tweet, or e-mail, to share with hundreds of people world wide. By someone tweeting a link to their submission in your contest, their followers will go ahead and click that link to show their support while at the same time learning about your product.

Whether you are a small business trying to accumulate a large following or a well-established brand, contests will provide you with endless opportunities to learn more about your audience, get feedback on how you are doing, and, most importantly, get the word out there about your campaign.

Perception Matters

Establishing the proper message and creating the right perception of your organization is crucial to developing and maintaining a positive relationship with a community. Joey’s Mini Mart, a small corner store located in a quiet, pleasant neighborhood in Scottsville, New York, a couple miles away from the Rochester Institute of Technology, opened for business less than three years ago. Joey’s Mini Mart is submerged in the middle of a neighborhood, prohibiting the store from being able to put in gas pumps. Additionally, the store faced heavy competition from well-established covenant stores in the area that have gas pumps. These two facts concerned the young owner, Joe Valvano, but did not deter him from opening. The mini mart was just the beginning of his plan. The ultimate goal was to open up a liquor store. Considering the close proximity of a university, the idea of a liquor store seemed to be a very profitable entity, but being located in a family neighborhood presented an obstacle.

Joe needed to create an image that would allow him to maintain a steady flow of business as well as promote the opening of his liquor store with little backlash or resistance from the surrounding community, a venture that often leads to negative reactions. To accomplish this, Valvano decided to embed himself in the neighborhood and become a part of the people of Scottsville’s everyday lives. His main objective became to create a welcoming experience for customers, greeting them with a smile and engaging them in conversations about their lives and their families. He created the perception that he cared, and he really did. In fact, he knew more about his customers than just their names and what they bought, he knew about their lives because they felt comfortable sharing with him. Valvano also gave back to the community, sponsoring children’s soccer and hockey teams. Joe had effectively painted himself as a prominent member of the town of Scottsville, granting him regular business and notoriety among the neighborhood.

When it came time to open the liquor store, Father and Son Wine and Spirits, Joe was already a staple within the community. Inhabitants of the neighborhood wanted to see him succeed because they felt like he was one of them. Because of this, no one minded a liquor store in their backyard. After all that Joe had done for the community, how could they?

The identity that Joe was able to create for his mini mart directly lead to his ability to construct a business that can sometimes be perceived as deviant or sinful, without any negative reaction from those who live nearby. His simple plan of involving himself in the community has allowed Joe to maintain a strong relationship with his customers and expand his business into the future.

This guest blog was written by PRowl Public Relations staff member Evan Galusha

How to Stake a Claim in the Boardroom

It is important to make yourself known when you are entering a new workplace, specifically in a positive light. You don't want to look like a rookie, but you also want to be respectful of your superiors. The boardroom is a great place to showcase your ideas while still promoting an open platform for constructive criticism from your colleagues. Below are a few pointers from "Communication Clinic: How to be a great participant in meetings" on effectively staking your claim in the boardroom:

• Prepare-Research. Find out all the information you can about the topic of the meeting as well as your role. If you have a large part in the presentation, make it a point to request a space in the agenda. That way, you will be guaranteed a portion of time where you can get your idea across with the undivided attention of all in attendance.

• Engage-While you should always be early to meetings, get to them earlier so you can get the best seat in the house: next to the facilitator. Getting there early will also allow you to network with your colleagues and give you a chance to relax before your presentation.

• Record-Take notes. It is always advisable to do so in the case that you have something to address during the meeting. Being informed will allow you to contribute in a calculated yet constructive manner.


• Assert-If you have something to say, don't be afraid to say it. However, instead of interrupting or jumping into conversations, it may be effective to make eye contact with the facilitator or even raise your hand. When you are speaking to the room, be sure to make eye contact and execute your delivery. That is, sit up straight, project, and be clear and concise.

To read the full HRCommunicator article, click here.

What a Non-PR Internship Taught Me About PR

As aspiring PR professionals, internships are invaluable to gaining real world experience in the industry. An internship at a PR agency or in a PR department can help you gain experience in the various PR processes. Still, don't discount the value of a non-PR internship.

I've been interning for a month at Progressive Business Publications, which produces content online and in print to help business professionals do their job better. Not only have I gained a better understanding of business, but I've also gained some useful insights for the PR industry:

1. Know Your Audience: At Progressive Business Publications there are newsletters for business pros such as Human Resource Specialists and CFOs. Each newsletter contains information specifically targeted to a particular business profession. Even with the disappearance of many print publications, subscriptions for the newsletters have remained strong because PBP caters to its various audiences. Likewise in PR, if you know your target audiences' preferences and dislikes, you can formulate an effective message.

2. Keep It Simple: Everyday at my internship it's stressed how important it is to write clearly and concisely. With just four or eight pages to fill with content in the newsletters, the writer must get straight to the point. Similarly in PR, your message is more likely to resonate with your target audience if it is delivered in a clear and concise manner.

3. Sell It: PR pros must constantly "sell" their client's product, event, cause or even the client them self. At my internship, I regularly contact subscribers to gain information for stories. The experience has taught me quickly how to "sell" myself, so these business professionals will let me interview them as they go about their workday. These phone interviews have made me feel much more comfortable about pitching the media.

Have you gained any PR skills from non-PR jobs or internships?

This guest blog was written by PRowl Public Relations staff member Shari Dacosta.