Communication Breakdown?

As PR pros, we're responsible for keeping a steady stream of communication going. Traditional media. Online reporters. Bloggers. Clients. Facebook fans. Colleagues.

Information is our currency.

In today's rapid-fire high-technology world, information flows through multiple channels all throughout the day and night. What happens when a channel gets clogged? Or, worse yet, if a client's unresponsiveness torpedoes the opportunity to dispense information through those channels?

There's not a lot you can do if your client is conditioned to operate this way. But you can take some steps (1) to target your information requests better and (2) to condition the client to begin to respond more promptly.

Let's start with the clients. Clients, it would help us out a lot if you simply gave us the answers we need quickly or sent a short “will get to it later.” That way, we at least know that you are aware of our need for your help and have seen our emails.

PR pros, here's a strategy to consider:

If the client acknowledges your email but responds “will get back to it later,” respond with a simple “Thanks. We know you're slammed” and back off for the day. Show empathy and both your stress levels will remain in the manageable zone.

If you don't get the answer you need as the deadline creeps up on you, send an email with the subject line “Reminder about XYZ. Deadline near.”

Be smart about how you send your email request. Make it brief. Tell the client what you need right up front. Get to the point of your request – fast. Put deep background where it belongs – deep down in the email. After the background, restate what you need from the client. Give the client a deadline.

We're all facing a brave new world of seemingly constant phone calls, emails and texts. For our clients, we need to recognize that we are not as high up on their priority lists as their CEO or a sick child.

Clients, we need you to realize that we are under the same constant demands that you are and that we would not be bothering you if we did not need your help so that we can get the best results for you.

Let's communicate.

AOL Buys Huffington Post

Did an online news "aggregator" find success mostly by gaming the search engines and using linking strategies? Are content farms flooding the Web with low quality content? Are summaries and photos more appealing to many people than longer articles or commentary?

Here's an interesting article from Slate on AOL buying The Huffington Post.

This commentary on HuffPo's road to success (and AOL purchase) has an interesting subtext: the nature and packaging of content, the mechanisms for delivery, and the evolution of news dissemination.

It's something for PR professionals and journalists to ponder.

How can we get the public to pay attention (and actually absorb and process) the news we're communicating? Do people today care about the quality of the writing or is the packaging more important to them? Do people prefer entertaining summaries and videos or do they want news articles they can sink their teeth into? Will there continue to be room for both or will snippets and visuals be preferred by all but the most curious among us?

What is "good enough" reporting to engage your audiences? Maybe "good enough" is not your style, but will you be forced to adjust your standards to continue to be effective?

Overloaded with information that comes at them from every direction (and multiple channels), do today's audiences absorb content or just breeze on through it?

It's a brave new world of information dissemination. And we have a lot to think about.

2011 Social Media Trends

PR Newser recently reported on trends and predictions made at the The MPA Digital Social Media Conference in New York on Jan 19. Click here to read about what was shared during the event.

Recycling: It's A Good Thing

We've said it before, but it bears repeating. Don't waste a chance to get local and regional publicity out of the national publicity you get.

Recycle.

When you generate some national coverage, don't sit back and hope the world will notice. Don't bask in the glow of your triumph.

Get more mileage out of the work you've already done by recycling.

Send out a press release to your local media. Post the article on your Web site. Use an excerpt as a third party endorsement in your ads or on billboards. Send out an email alert (with the coverage attached) to your list of loyal customers, friends and employees. Tweet about it. Put it on your Facebook page. Create an “In The News” sheet for
your press kit and keep it updated with the latest and greatest excerpts from articles written about your company.

Get the most out of the national coverage you get. Recycle.

Happy Holidays!

Hoping your holidays don't need crisis management and that all the positive publicity you get is above the fold!

Continuous Panic Mode Won't Do Anyone Any Good

Some marketing people operate in continuous “panic mode.” They don't plan well, store data efficiently, know where to find what they need when it's needed, or prepare to meet a deadline unless it's right on top of them.

While they may like to operate that way, their approach can undermine the effectiveness and morale of those who work with them or for them.

There's a sign that proclaims “Failure to plan on your part does not constitute an emergency on my part.” But how do you meet the deadlines, save the business and maintain your sanity if your client or boss operates in panic mode?

You can try to retrain the offending party. Good luck.

You can fool the offending party by setting a pre-deadline deadline. But this only works if you are in charge of setting the deadlines.

You can try to get out in front of the offending party by anticipating needs (which is not always impossible).

Or you can simply refuse to take part in the madness. You'll probably lose the business if the offending party is a client. Or your job if the offending party is your boss.

If you are the offending party, try to get a grip.

Anyone can change, so work on it. And while you're trying, admit to those who work with you that you know you're stressing them out and are trying to change. Ask them to help you change.

If you're simply overwhelmed and pushed by other factors into continuous last-minute panics, you need to rethink why you're staying in a job that puts you there.

Effective PR pros think strategically, plan ahead and meet deadlines. Constant deadlines.

And the smart ones know how to manage that so that they don't make themselves and others crazy and resentful.

Life Gets In The Way

Sometimes life gets in the way of business. As PR pros, our brains are continuously engaged in strategizing and decision-making. We respond to many masters from clients to the media. Our world is fast-paced and demanding.

It's not often that we're forced to stop. But we stopped last week when a beloved member of our agency died unexpectedly.

Oh, the work didn't stop necessarily. But we all paused and reflected upon his life and ours. Our brains went on autopilot. We still achieved our goals and tracked editorial coverage we had worked hard to secure.

But while our brains were engaged, our hearts were not in it. The energy and laughter we bring to our work — the elements that make it fun to do our jobs — were suddenly subdued.

Sometimes life gets in the way of business.