20 things PR pros should know NOT to do
This is inspired by a post over on PR Daily naming the 20 things a PR pro should know how to do.
This is my take on things PR pros should know NOT to do. A few obvious ones, but sometimes they’re the ones most easily forgotten.
Anything to add? Make your suggestions in the comments box….
PRESS LIAISON:
- Phone journalists when you know they’re on deadline
- Be unprepared for questions when doing a sell in
- Miss a deadline
- Spam journalists with the same release, with no thoughts of what they actually want
- Fail to get interesting, exciting (and high res!) images to accompany stories
SOCIAL MEDIA:
- Delete negative comments
- Focus on numbers, not engagement
- Not bother monitoring conversation
- Share nothing but links to your own website and offers
- Not familiarise yourself with analysis tools
CLIENT RELATIONSHIPS:
- Fail to set clear targets, expectations and evaluation methods
- Not work out a clear approval process
- Do whatever your client asks even if you know it’s a waste of their time and money
- Not push for opinions and viewpoints
- Ignore situations if they go wrong, mistakes happen – it’s how you deal with them that count
PLANNING:
- Churn out news releases with no strategy or reason behind them
- Get coverage for coverage’s sake
- Fail to make sure press, advertising, social media activity etc is joined up
- Not make the time to read the newspapers/blogs/magazines
- Not hold regular planning and brainstorming meetings
5 things we need from you (the client) to make your campaign a success
I’m not a lawyer, or a shopping centre owner, or an estate agent. I don’t manufacture printers or low carbon vehicles, and I’m not a small business owner.
Yet I have been involved in successful PR and marketing activity for all of these sectors.
How?
Because the clients in question, and the people within their business, were engaged, focused, and had a clear view on what they wanted to achieve from their PR campaign.
On top of this, they wanted a PR agency who worked as an extension to their own team – they viewed us a consultant, trusted our opinion, and gave us what we needed to understand their business and get the best results.
There are many things that a PR agency or practitioner needs to do to make your campaign a success – but there are also things we need from you!
1). Your time
Perhaps the most important thing that we need from you, and one of the hardest for you to give. We understand that your time is precious – and PR and marketing is just one of the hats that you wear on a day-to-day basis. But regular and ongoing communication between client and agency is vital for success – we aren’t mind readers and we need you to tell us what’s happening within your business. The further in advance we know of events, appointments, news etc – the more mileage we can get out of them. We also need you to be available for quick approval and urgent press requests.
2). Your expertise and opinions
Just because we do the PR for a lion tamer, it doesn’t mean we know how to tame lions. We need you to tell us what the story is. What are your views, your opinions? What effect will this have on your industry? The longer we work with you the more of your expertise we glean, but you will always be the expert. Our job is to take your experience and knowledge and turn it into a newsworthy story that will capture the attention of journalists and audiences, and integrate it into an ongoing campaign.
3). Your honesty
We need you to be honest with us about everything; how do you like to work? Are we positioning your company how you want it to be positioned? Are the results what you expected? Let us know what you think and we can adapt as we go along. A successful relationship is two way though, and we will be honest with you too if we’re not getting what we need!
4). Your belief
We know what journalists want, and we know how people want to be communicated with. There may be times when you have a story you want to push, or an angle you’d like to exploit – which we don’t believe will work. We talk to journalists on a daily basis and know what they’re after, and we can talk from experience about what can and should be said. If we advise you that a change in approach is necessary, listen to our reasons and have trust in what we say.
5). Your patience
It takes time and consistent effort to get results and build a strong reputation for a brand (especially when it comes to social media, which is increasingly part of the PR mix). But it also takes time to build a relationship with you, and get to know your business and your way of working. Have patience and the results will be worth it in the end!
8 tips to keep your meetings productive
I read wi
th interest a blog post on PR Moment which cites meetings as a waste of time.
Although the article, written by Hacked Off Flack, is tongue in cheek to some extent (at least I hope so – he states falling asleep as a way to keep your meetings short!) I can’t help but come back with a rebuttal.
Having started a new job two weeks ago, building client relationships is one of the most important things I need to do in order to effectively manage my client’s accounts. I am passionate that this can’t be done without regular face-to-face contact.
But I won’t disagree completely with Hacked Off Flack – I have been in many meetings which have proven to be a complete waste of time, turning into lengthy debates rather than short, sharp decision making sessions.
With that in mind, here some tips to ensure your meetings remain productive.
1). It’s all about the agenda
Draft a realistic agenda before the meeting and issue it to all parties for additions and reference (about a week before if possible). This will make sure that everyone is in agreement on what needs to be discussed, and will hopefully stop anything from being missed off, or tangents from taking over. Try and plan how long you think each item will last and decide your meeting length around this. Most importantly – stick to it and steer people back to the agenda if necessary.
2). Someone take notes
And by this I don’t mean illegible scribble (which is what I’m often guilty of!) but proper, detailed notes of decisions and actions. Note taking is actually a pretty hard skill to master – being able to filter the bullshit and capture the stuff that really matters should not be underestimated.
3). Clarify actions at the end of each meeting
How many times have you left a meeting still not knowing what you’re supposed to be doing, or wondering if your client is really clear about what you need them to do? At the end of the meeting have your dedicated note taker clarify each person’s actions, quickly and succinctly.
4). Circulate a contact report
Issue a contact report to all parties after the meeting, confirming in writing what has been agreed. In my view a written record is vital to ensure that everyone is clear on what needs to be achieved by when. It’s also a good tool to look back on when you’re nearing the next meeting, to make sure that everything has been actioned.
5). Think about who should attend
Most PROs and agencies charge per hour or day, and meetings can quickly eat into a retainer. Think carefully about who should be in the meeting – do you really need an account director, manager and two account executives? Only have those who will truly benefit from the meeting, both from your team and the client’s perspective.
6). Always schedule an end time
If you don’t have an end time you’re asking for trouble! Keep an eye on the time and give the odd countdown to remind people; e.g.: “We’ve got 15 minutes left, shall we move onto the next item?”
7). Get into a routine
Decide how often you need to have client meetings; monthly, bi-monthly, quarterly, whatever. But whatever you choose – stick to it. It’s when meetings get cancelled and you try and roll six months worth into one meeting that things get a bit hectic! The last item on your agenda should always be ‘date of the next meeting’.
8). Get biscuits (or cookies for my American readers)
Sugar makes every meeting easier to bear. Trust me, it’s a well known fact.
Modern communication: The 10 ways we speak to each other
Of course the first thing it makes you want to do is count up your own channels, which is exactly what I did.
I have 11 altogether. I found it pretty shocking to be honest – and a little scary when you think about just how connected we are nowadays.
What about you? What channels do you use that I’ve missed off? And is it a good or a bad thing that we are so connected 24/7?
USED DAILY:
1. Email
Ah, good old email, how I love thee. Simple to use, lets you write as much or as little as you like, send attachments, group contacts, instantly file messages into separate client/personal folders. Email is still my favourite way to be contacted and it is still the most popular way people contact me in work, and out of work for anything other than a friendly chat.
2. Phone
Look at me! I have not one, not two, not three, but FOUR phone numbers I can be reached on. I have to admit I sometimes think the phone call is a little neglected nowadays. The downside of virtual communication is that tone and humour can often be misunderstood. I often think that one quick call would make things so much simpler.
3. Twitter
It took me a while to ‘get’ it but I wouldn’t be without it now. I don’t really use it to organise things as such, or chat with people at length, but it’s a nice way to connect with people outside of my immediate circle, and keep up-to-date with news and opinions.
4. Facebook
Facebook for me is most definitely for friends only. It’s probably the main way that I sort out where and when I‘m meeting friends for dinner, drinks or whatever. Plus it’s a good way to connect with those you don’t see as often as you like. A quick ‘hello’ on someone’s wall is the modern day equivalent of a postcard.
5. Text message
I probably shouldn’t admit this; but I hate texting. I find it laborious and boring and I am much more inclined to simply pick up the phone to speak to someone. Still ‘tis a necessity sometimes, and friends still seem to prefer to text than anything else.
6. Forums
Possibly not one on most people’s list (anymore), but I check my sports team’s forum everyday. Not only do I play the sport (roller derby if you’re interested!) but I’m also the league’s PR spokesperson and there always seems to be plenty of news to catch up on and posts to reply to.
LESS FREQUENTLY:
7. Skype
I don’t use this as often as I used to when I lived in America, but I still love using Skype to catch up with old friends in different countries – both via calls and messages. I’m also trying to get it used more at work to speak to international clients.
8. Instant Messaging
There was a day when Hotmail messenger was the hottest tool around, but it’s moved on now to Facebook chat and Blackberry Messenger. I don’t use IM as much as I used to, but I have a feeling my new Blackberry next month might change this!
9. LinkedIn
Usually I use LinkedIn simply for the initial connection. If I’m interested in speaking to anyone after that it usually migrates to email, Twitter or phone.
10. Snail mail
I love receiving post, and writing a good old letter or postcard. I liaise by post regularly with my auntie in Canada and my close friend in New York. Nothing will ever quite beat the excitement you get when you receive a letter (that you know for sure isn’t a bill!), or the feeling that actually, someone must care about you a fair bit to spend the time and money to contact you the ‘old school’ way.
AND A BONUS ONE:
11. In person
Yes, that’s right! I am not just an Avatar – I am indeed a real person. If you ever want to speak to me properly I promise you I am not a hologram and I am fully capable of conversation without aid of technological tools or methods.
Diary of a Cornish Pasty: fight for brand recognition
Cornish Pasties - the new Champagne
When I heard that the Cornish Pasty – the meat and potato filled comfort food which has been a staple of British diets for years – had been given protected status by the European Commission earlier this week, I thought there must be something we can learn from this humble food stuff.
The protected status means the pasty now has the same standing as French Champagne and Jersey royal potatoes. It can only be called a ‘Cornish Pasty’ if it is actually from Cornwall.
Now that’s strong brand positioning.
Putting my bloodhound nose and journalistic instinct to good use I managed to track down a diary belonging to an authentic Cornish Pasty and discovered that there are some vital lessons that brands and communicators can learn from his journey.
Mr Authentic Cornish Pasty’s Diary:
2008:
I tell you what I am fed up with imposters trying to steal my identity. Only I am a true Cornish pasty – what gives these other meat filled pastry’s the right to use my name when they’re second rate citizens and prepared no where near Cornwall. Pff! That’s it. I’ve had enough.
So I’ve approached the Department for Food and Rural Affairs (Defra) which has agreed to give me support to take my case for Protected Food Name (PFN) status to the EU.
I’ve always been passionate about who I am and what I’m trying to say to my customers. I know what it is that I offer and why people should choose me over anything else.
But what gets me is how many brands there are out there that are trying to sell themselves when they aren’t even sure who they are or what sets them apart from others.
In a world where every man and his son are fighting for acknowledgment and attention from consumers, peers and potential business partners, finding your own brand identity and protecting it above all else is vital.
Finding your differentiator, your USP, is imperative; and it needs to be portrayed in everything that you do from your website, to your business cards, to the quotes you give to the media.
2010:
I’m going to fight for my identity – but first off I need to think about exactly what it is I want the world to see me as. What messages am I conveying?
The Cornish Pasty Association (CPA) have described me as ‘a pasty with a distinctive ‘D’ shape and crimped on one side, with a chunky filling, made up of uncooked mince or chunks of beef with swede, potato and onion and a light seasoning’. I should be slow baked.
Not bad, hey.
Now apart from making me hungry, this level of detail got me thinking. Communicators really could take a leaf out of my book. Prepare some proper strong, detailed key messages and make them the foundation of everything you do.
After all what’s the point in liaising with media, tweeting, doing email campaigns and updating your website and blog if you aren’t actually clear on what it is you’re wanting to say or what it is you want to achieve?
It’s like me promoting myself and people thinking I’m a sausage roll.
Positioning yourself properly is imperative. Take the time to really think about your place in the market and what sets you apart from others. These in turn become your key messages.
2011:
Yay! I’ve won! You can now call me ‘Mr Authentic Pasty’, thank you very much. My Cornish counterparts the ‘Cornish Clotted Cream’ and the ‘Cornish Sardine’ won the status last year so I feel I’m in good company.
Now I’ve got my identity sorted I’ll be keeping a close eye on my competitors to make sure no one is infringing it.
If you aren’t quite as high brow as me with your own ‘stamp of authenticity’ then it doesn’t matter. You should still be keeping an eye on your competitors and market and making sure that you are consistently fine-tuning your brand and ensuring that your USPs and key messages are still clear and valid.
Communication tips from a 5 year old
I’m not really a girly girl. I don’t like the colour pink, fluffy dogs or babies.
But there are two things in my life that can make me go ‘ah’ and that’s my nieces, who are 4 and 5 years old.
Unfortunately, I don’t get to see them as often as I would like as they live a few hours away. But last weekend I had the pleasure of looking after them.
Between the reading, painting, Disney Princess snap, Dora the Explorer computer games and splashing through rivers in the forest, I realised that actually, as communicators, we could learn a lot from the younger (well, much younger) generation, and their way of viewing the world.
1). Don’t lie
Shame on me, but I might have told a couple of white lies over the weekend. ‘Yes, I’ll play Disney snap with you after dinner’, and then not following through because I had to go out. And there is nothing quite like a 5 year old to make you feel guilty!
Honesty should be a core trait for any communicator. Despite the reputation that the PR industry sometimes has as spin doctors, what we do, and the messages we send out should always be truthful. This should be the essence for everyone you deal with, from clients – telling them truthfully what results they can expect – to journalists. In fact, especially journalists. If you don’t know something, say so. If you can’t make a deadline, say so. It’s much better to be honest, and then try and rectify the situation, than it is to lie and be caught out when you don’t deliver.
2). Put your foot down
My nieces putting their foot down may have transpired into tantrums! But, they might well be onto something with their belief in what they were standing up for. Often clients ask us to do something which we know isn’t going to work. If you go ahead, simply to please your client, then you risk damaging your reputation with third parties (for example spamming newsdesks with crap, non-newsworthy press releases), and also the client, who will eventually wonder why your outputs aren’t getting results. We’re consultants, and should act as such.
3). Be creative
The weekend was full of reading, drawing and painting. Things I actually used to love to do but never make the time for anymore. Being creative is a core part of communication; no one wants the same tired approach over and over again. Make time for creative brainstorming with your team, and to read publications relevant to your clients for inspiration.
4). Pay attention to detail
It’s amazing what a 5 year old can notice. One of my favourite comments ever said by my youngest niece was ‘Your earrings don’t match your dress’. She was 3 at the time. Now, I personally believe that they matched fine, but this attention to detail can often be overlooked in a busy working environment. Always double or triple check everything you do – from ensuring you’ve got the right people CC’d into emails, making sure you’ve brought biscuits for that important meeting, and of course right the way down to written copy. This attention to details is what sets apart a great communicator from a good one.
5). Don’t give up
My eldest niece is an amazing reader, and when she got stuck at a word she stopped, took a long look at it and broke it into sounds. Nine out of ten times she got the word right. Seeing the attention paid to the task, and how determined she was to succeed was really inspiring. I know myself I often dread making certain calls, or doing certain things – that follow up call to a journalist, or that final chase to a client for approval – but it is important not to give up. The results are worth it in the end!
