The Corporate Social Media Surge.

It is absolutely true that social media has become a crucial tool in customer-company relations. However, if done wrong in the corporate world, a social media melt down will occur. So when your boss tells you it is time to jump on the social media bandwagon, there are a few things you as the PR professional should consider before opening up a social channel between your corporation and its audience. 

Jessica Sharp of Maven Communications, LLC. lists 3 crucial mistakes to avoid as your company becomes active in social media, inspired by journalist Shara Tibken.

No. 1: Failing to have a plan before rolling out the campaign- Too many companies jump on the social media bandwagon without first having a clear plan of action or strategy. Doing it because everyone else is doing it is not a good enough reason. A social media strategy should be just as well thought out as a marketing strategy - and in fact, they should tie into one another. Clearly defined objectives, tactics for achieving them and measurement methods should all be determined before creating a social media presence.

No. 2: Not understanding what social media is - and is not - good for- Social media is a great way to connect and engage with target audiences. But it’s not a total replacement for tried and true relationship building methods. Social Media is a wonderful new way to show another side of a company’s personality, but it cannot successfully be the only way that a company communicates with target audiences.

No. 3: Thinking social media is cheap or (free)- Social media is not free, or even cheap, it’s just a different kind of expensive. Just like most things in life, you get out of it what you put in. So to really make a social media campaign work, it takes time, a lot of it. And as we all know - time is money. 

Simply put, when your company plans to “get with it” in terms of social media think of these three objectives. Is social media relevant to your corporation? Do you understand the positives and negatives that can arise from your use of social media channels? Do you have the ability to successfully maintain social media? If you plan your approach to social media, your company can benefit greatly from the interaction and feedback from your target audience and/or customers. 

This guest blog post was written by PRowl Public Relations staff member Emily Storz.

Crucial Details to Remember when Tempers Rise in PR

Its not always smooth sailing in the field of Public Relations. As the professional, we have been taught to always keep calm in a situation of crisis and to never show fear in the face of a challenge. Although, when your blood starts to boil because your diva client thinks he or she knows everything or a journalist featured your company in a horrible story, reacting carefully and calculating your plan of action will remind everyone that you are the professional for a reason.

Let me give you an example: your client seems to think that telling the New York Times that the company funding his project has a pompous CEO who doesn’t understand art. The story runs front page and you have three missed calls, from your boss, the artist, and the CEO. Lets be honest, your fuming...but you don’t have time to be angry because YOU have to fix this. Write down your plan of action, the first call your going to make is to your boss alerting him of how you plan to sooth hard feelings. You will probably take the heat for your prima donna’s big mouth so be prepared to endure criticism from your boss. As the PR professional, you do not get the time to be furious so don’t let anger hinder your ability to come up with a plan of action.

 The pretentious client gets the second phone call, because he can not believe that the journalist choose to quote him stating his opinion. Calmly remind him that in the future he must stick to pre-fixed talking points for this exact reason and that just because press asked a question, does not mean he has to answer it. An apologetic phone call or email from the artist to the CEO is unlikely, therefore when you contact the CEO funding the project, you are apologizing on behalf of the artist. Be sure to remind him of the positive press he has received through this project and ensure him that this story can be countered. Repairing relationships between your clients, the public and other parties is imperative. NEVER try to cover up the negative incident, you have to acknowledge what happened and take steps to counter its consequences. 

Often there is nothing you can do about the published story, it’s out there in the public eye. Although you can make your clients unavailable to that particular journalist in the future. After speaking with your client again about press etiquette, hopefully all potential press contact will be negotiated by you. Your presence is necessary for all future interviews and talking points will be the only matters discussed with journalists. Lastly, try to immediately follow this negative press by pitching a positive story about your client or the company funding his/her project. It is best to just stash your frustrations because although yelling and complaining about the press or your client may make you feel better, it will not help you solve your problem efficiently and in a professional manner. 

This guest blog was written by PRowl Public Relations staff member Emily Storz.

Mastering The Phone Call

An efficient career in PR has become heavily reliant on ones ability to craft the perfect email, perfect attention grabbing social media blast, and the USB press kit. In a world filled with typing, the ability to effortlessly speak actual words aloud can become lost. There are a few things you should keep in mind for a flawless phone conversation, and by using these easy tips you may think twice before emailing your next pitch.

Get the details, before you dial the number. Know the proper title and pronunciation of the name of the individual you need to speak with. Before you pick up the phone, know exactly what information you wish to gain from the conversation and what information you need to communicate to the individual you are contacting. 

Make a plan, and write it down. Often you know exactly what you want to say, but simple distractions can have you stuttering and stumbling over your words. Unexpected questions can catch you of guard so instead of mumbling a made up answer, ask for a moment so that you may ensure the information you give them is up to date and accurate.

Use your manners, be polite and stay professional. Limit your use of “yea” and rather use “yes." Be humble, if the individual you are speaking with is disrespectful or difficult, do not give in to harsh words. Rather rise above their own ill manners and do your best to get the basic information you needed.  

If you can efficiently, accurately, and pleasantly deliver your message to your audience, there is a greater chance of building a positive relationship with that individual or public. Being personable places a voice behind future email correspondence. Speaking up will encourage a relationship that is more likely to be long lasting, personal, and pro-active. 


This guest blog was written by PRowl Public Relations staff member Emily Storz

Getting Along with Journalists

As a public relations professional, you will often find yourself clamoring for media coverage to please your clients. Journalists want and depend on good stories. The combination of the two professions should make for perfect harmony, however quite often a distrust can place a void on this potential friendship. So why can’t we all just get along…? Because lets face it, we need one another.

The media absolutely has a dependence on those in the public relations field. More time is spent on processing information rather than heading out into the city to investigate and cultivate a spectacular story. Strict deadlines no longer permit the luxury of time and many newspapers have cut down considerably on manpower. A journalist’s workload is heavier than ever therefore it is about time we start working together. Etiquette and professionalism are equally as important as honesty and accuracy. That being said, these four factors will foster your happy marriage to journalists.

When pitching a story, ALWAYS ask the reporter “did I catch you on deadline” or “do you have a minute to chat?” If they say yes, do yourself a favor and get off the phone immediately. Ask when is a better time for you to call back and then hang up. Chances are you will get an answer similar to, “yes I am on deadline, but what have you got.” Therefore, do not get caught pitching a novel length story. Keep it quick and concise on the phone because your next step is a follow-up email with additional information.

Professionalism should be a no brainer. If you plan on fibbing you and your client’s way into the public eye, find a new profession this instant. If you lie to a journalist, they will make sure you never have another story published again. Not only will you and your client never receive coverage but you will never regain your credibility.

A journalist may not agree but there is such a thing as an honest public relations professional. Their information is always solid and their intentions are clear. So be up front because your accurate and truthful pitch may be the perfect fit for a journalist in need of one more story without the time to gather and investigate the facts.

As a public relations professional, you have information that needs coverage. As a journalist you want stories that correlate with your readerships interests. So lets stop acting like water and oil, because if we both stay professional, respectful and honest then friendship, whether strictly professional or even personal, is inevitable. 

This guest blog was written by PRowl Public Relations staff member Emily Storz.

Keeping It Classy

Let’s be honest, when you want something in today’s world, you have to “go out and grab it”. Below are a few tips to keep in mind when you’re planning your next move or countering accusations from competitors.

Know what you or your client wants to achieve right away. Then, keep your message clear and truthful as you communicate your plan to the audience. Speak in the language of the people you want to reach. Absolutely do not fabricate or exaggerate anything, someone WILL call you out. Whether it be a journalist or your competitor, there are people just waiting for you to slip up.

No matter what you or your client is accused of, keep your cool and always make a comment. When responding to an accusation, do not reply with the lethal phrase “no comment”...ever. When Newt Gingrich was questioned about his marital affairs during the final GOP debate in South Carolina, Gingrich responded with “ I am appalled that you would begin a presidential debate on a topic like that.” Notice that while he did not answer the question, he did have a comment.

When competing, the aim is to present yourself and your client as the premier choice, the most fit for the title, and most worthy of support. You are aiming to look like the shining ray of hope and your competitor the sinister opponent. However, DO NOT name call. Even if provoked, which will absolutely happen, resist the urge to act unprofessionally.

During President Obama’s State of the Union Address, he placed a particular emphasis on a few points within his speech. He did not mention his competitor Mitt Romney, however his reference to levying a millionaire’s taxes may have been an elusive reminder of Romney’s newly released tax return. Additional issues subliminally linked to Romney could have been the automotive industry bail out, and his call for housing assistance that would bring relief to responsible homeowners.

Instead of stooping to a level that is beneath you or the organization you are representing remember instead to; keep your cool, make a comment, be clear and truthful, and avoid calling out.

This guest blog was written by PRowl Public Relations staff member Emily Storz.

The Best Way for Bad News

We do our best as PR pros to highlight our clients in a positive light and place them in a bubble of great news. However, it is unlikely that the road ahead is only full of butterflies, daisies, and smiles. When a crisis arises and bad news is foreseeable, the way you handle and transmit the information is crucial. Jessica Sharp, of Maven Communications, tackles bearing bad news with the following five steps:

1. Be sure the client hears the news from you first. Having them learn about it through a Google alert sent to their inbox, or an email from an old friend should not happen.

2. Deliver the news promptly. Let them know what happened right away. If you landed them on The Today Show you would call right away. The same is true when their interview is cut from the front page New York Times article, and in its place is a quote from their largest competitor.

3. Pick up the phone. Don’t send an email or worse, a text. They need to hear from you what happened. If all attempts to contact them via phone or in person fail, then, only then, is it okay to send an email (first explaining that you tried to reach them before sending the email).

4. Give it to them straight. Don’t try to make the situation sound better than it is. You’re not going to fool them anyway. Be direct and don’t beat around the bush.

5. Propose your plan of action for dealing with the issue at hand. It’s important that you have this formulated before you call your client. Determine what your next steps are, how you’re going to move forward and if possible, fix the problem. Although it’s likely that your client is going to be pretty upset, presenting a possible solution can reassure them that you’re a professional who has been through this before. This is not the end of the world.

Next time you find yourself in a tough spot, quickly refocus and create a proactive plan to counteract the damage. Make sure your client hears the bad news from you and tell them immediately. Call your client directly, informing them of the bad news or better yet, tell them in person. Do not fabricate the situation, give them the straight facts. Respond to their frustration with your plan, ideally offsetting the negative with a positive.

What do you do when you have to tell a client something they do not want to hear, what tools help you bring forth the bad news?

This guest blog was written by PRowl Public Relations staff member Emily Storz.