whatthepr

[whatthepr]

Ethics, Law, Morals... It’s All Part of PR

Today’s blog title should not come as a shock. As with every profession, public relations is not a free-for-all. PR pros must follow the law and abide by ethics and moral standards. While companies may have their own code of conduct, there are some things that are universal in the PR world when it comes to ethical guidelines and PRSA’s values. What are they? Let’s find out below.

Always Tell the Truth: This one shouldn’t come as a surprise, but it is still important to remember that your first responsibility as a PR specialist is to the truth. While we are not journalists, our commitment to it should be just as unwavering.

Protect the Public Interest: Getting in front of a story doesn’t mean you can spin it in the most favorable light for the company/client you’re representing at the cost of the public. What would you want to know if you were in their shoes? Always take into consideration who the issue is affecting.

Be Sensitive to Cultural Values and Beliefs: The world is a big diversity pool, and something that may be ok in one culture might not be in another. Especially when dealing with international clients or organizations, you have to consider their country’s history, culture and values.

When dealing with the media or pretty much anyone in politics, consider the following:

Identify the source: This cannot be stressed enough. Identify the relationship, affiliation or whatever connection in place.

Do NOT buy favors: Whether it’s gifts, fun arrangements, travel, ad or campaign support or outright money, this is always a no-no.

To better help PR pros navigate the land of ethics and morals, the Public Relations Society of America has created the following core values:

Advocacy

Independence

Honesty

Loyalty

Expertise

Fairness

Pretty neat, huh? But that’s not all. PRSA has also published the following code:

Free Flow of Information: Be honest. Advance and protect the flow of accurate and truthful information. Correct any errors as quickly as possible.

Competition: Promote healthy competition between PR specialists. Who says we can’t have fun too?

Disclosure of Information: This is one of the main ways to gain public trust. Disseminate information in a timely, fair and truthful way. Again, put yourself in their shoes. Wouldn’t you want to know?

Safeguarding Confidences: You also have a responsibility to your client and organization. Don’t disclose private information relating to employees, employers, trade secrets, etc.

Conflict of Interest: Avoid even perceived conflict of interest. When in doubt, err on the side of caution.

Enhance the Profession: Public relations specialists have been trying to change the negative perceptions some have of the profession for years. If you’re one of us, you should act ethically and within the law to do the same. We all win when our profession does.

And here we are. I’ve given you quite a few things to consider. While it all sounds like common sense, it’s important to keep up to date with the newest guidelines and advancements. You should always be prepared to give your clients the best advice, and knowing how to distinguish between all the different nuances will definitely help you along the way.

If you have any questions for me, you know my inbox is always open.

Until then, stay warm.

Your host,

B

[whatthepr]

The Power of Writing

Hello, dear reader! The weather is getting cold outside, but that doesn’t mean we stop blogging here at “What the PR?” even if it takes us a couple of weeks to release an update.

What have you been up to? Between assignments, group projects, work and conferences, I’ve been keeping quite busy. So, let’s get started, shall we?

If you’re interested in public relations (and you probably are if you’re reading this), one of the first things you must know is that writing is a key component of the profession. Yes, you’ll eventually run campaigns, plan fabulous parties, give moving speeches, but the one thing you should have with you at all times is your ability to write informative and persuasive pieces on a variety of topics. No matter which stage of your career you are in, knowing how to write for different media is a skill that will always play to your advantage.

But how do we do it and where do we start?

First, it’s important to remember that how messages are received by the audience is what makes or breaks your writing. So always ask yourself the following before you even open a Word doc:

What Do I Want to Say?

Not what they want to hear

What Will Make Them Want to Listen?

These are important because, as writers, we are advocates for the audience we’re trying to reach. Given this, every piece of writing has to be relatable to the audience. Or, as the best PR professor I ever had once taught me: WIIFM? (What’s In It For Me?)—the “me” here is obviously the audience.

Once you’ve answered the questions above and have all the information you need, it’s time to write. But how will you make your writing relatable, you ask? You need two things: structure and story. Of course, a super technical piece won’t have a story, but for the vast majority, the following works like a glove.

STRUCTURE

This is how you’ll persuade your audience. According to Monroe’s Motivated Sequence, you need to lay out your argument the way people will follow in their minds. Luckily for all of us, there are five steps you can use:

Grab Attention: Start with the very first sentence, especially since people’s attention spans are getting shorter and shorter.

Need: Present a need to your audience. It implies urgency.

Satisfaction: Present a solution to the need you showed them. Remember that if the need is urgent, then the solution needs to be practical.

Vision of the Future: This is the most overlooked but most important. Don’t leave your audience high and dry. Illustrate what the solution will build, a vision of the future¬¬—it can show what failure could bring too. Make the audience FEEL.

Action: ALWAYS have a call to action. Tell them what you want them to do.

STORY

In science, there’s a term call mirror neuron, and it serves to activate empathy. Do you know the whole “monkey see, monkey do”? Well, think of it as “monkey see, monkey feel.” How? By achieving these three easy steps:

Identity: It helps us identify ourselves and relate to others.

Memory: When we relate, we retain (way more than statistics ever could make us).

Action: When we retain, we’re more inclined to act.

While there are many types of stories from which you can pull, remember that it has to have meaning to the audience. Are you making those connections? If you are, then you’ll go far.

And there you have it, dear reader. Remember that the first draft doesn’t have to be perfect, and it simply won’t be. It’s not meant to. Just keep practicing, and soon you’ll be writing like a pro! In the meantime, you know where to find me.

Your host,

B

[whatthepr]

PR-Themed TV Shows

For better or worse, public relations has a reputation. While PR pros have been working hard to change the light casted on the industry, many still see professionals as spinners or merely event planners. While, yes, PR specialists are able to throw events when necessary, there is much more to the profession than it seems. Public relations is on people’s everyday lives in one aspect or another even without fanfare. Don’t believe me? That’s fine. For good measure, let’s check out some TV shows that portray some aspect of PR one way or another. Yes, there are shows out there about public relations. Who knew, huh?

THE WEST WING

If you haven’t seen The West Wing, you should stop everything you’re doing and go watch it. It’ll give you that 90s, early 2000s feeling, but most of all, it will show the craft displayed by the White House’s communication staff. It’s worth mentioning it aired before social media and when the Internet was just starting to evolve, but it is still one of the greatest shows about dealing with the media, staying on message and shaping public opinion. If that reminds you of media relations, well, that’s because it is. Seriously, you should go watch it right now.

PARKS AND RECREATION

“If I seem too passionate, it’s because I care. If I come on strong, it’s because I feel strongly. And if I push too hard, it’s because things aren’t moving fast enough.” – Leslie Knope.

From crisis response after a private tweet was accidentally sent publicly to online public polls for a new town slogan, Deputy Parks Director Leslie Knope lead many PR efforts during the show. Although “Parks and Recreation” is a comedy show first and foremost, there are many strategic gems hidden in it. Overall, it is a great show to learn a thing or two about government red tape and how to use publicity to work in your favor. Further, it illustrates how perseverance, hard work and resilience can pay off in the end; and isn’t that what PR is all about?

THE NEWSROOM

Ok, this is not necessarily a show about those in public relations, but it is fascinating to watch reporters and producers trying to keep the public informed. Nightly news anchor Will McAvoy navigates the turbulences of being part of the media with corporate and political interests at stake. Take it with a grain of salt—the same way you should with everything else, including this blog—but if you cut through the noise, it could give you some insight into what journalists have to do, and why they are so brief and professional in their communications with PR specialists.

There you go! Now you have at least three new shows to binge-watch during these times of COVID-19. I’d definitely start with The West Wing. If you do, feel free to come talk to me about it. My assessment might be biased, but it’s seriously a good show with great insight.

If there are others you believe I should have mentioned, let me know. I’m always looking for a good PR-themed show!

See you next time.

Your host,

B

[whatthepr]

Gillette’s 2019 Ad and the Conversation Around It

This is less of a PR post and more of something else. What exactly I haven’t decided yet. If you’ve been around, you know I posted an example of a good public relations campaign amidst COVID-19. This week, I wanted to bring the other end of the spectrum, but my research took me someplace else.

In 2019, Gillette released a new advertising campaign titled “We Believe: The Best Men Can Be.” Take a look at the commercial here if you want; it has all the emotional appeals of standard advertising. The interesting thing about this campaign is not the ad itself anymore, but the conversation surrounding it.

After its release, there was massive backlash with many people calling for a boycott of the brand. I would be amiss to dismiss the massive role Gillette plays for the patriarchy (yes, I said for), and there might be some timing issues with the commercial’s release as well. The ad came out about three months after the #MeToo movement became widely prominent, so one can’t help but wonder: Is Gillette really trying to engage its publics in conversation and be part of it, or is it merely capitalizing on a momentum? If this year’s UK campaign is any indication, then Gillette is not quite done just yet.

But back to our story. The thing is: Aren’t companies supposed to take a stance on social issues as often as possible? Studies indicate that people’s attention span is decreasing, and I dare say so are our critical thinking skills. Therefore, there is no harm in a company that tries to make people stop and reevaluate the way they view the world, even if through a minute-long ad.

Ok, but maybe Gillette’s timing wasn’t perfect or the fact that this is the razor manufacturer’s first “big statement” might have made it less believable. I get that; I really do. What really concerns me about the whole controversy is the fact that most men—yes, I said “men”; we all know the majority of complainers were men—were pretending the ad was an attack on them personally, instead of toxic masculinity. Quite telling, isn’t it? They were upset about the message even though they didn’t understand it. Or maybe they were upset about it because they didn’t understand it. Or maybe they were upset because they were called out.

As a woman, a survivor and a feminist, I would like to see the issue of patriarchy solved at its root. Women have suffered for millennia, and we will continue to unless younger generations of men are taught right from wrong. Everything else is simply trying to stop a massive bleeding with a band-aid. They must be held accountable, and it shouldn’t be on the shoulders of women to do so. “The good ol’ days” are not good, they’re just old. If a razor company is willing to use its image and influence to teach its publics new ways, I say let them.

As someone in communications, I can only hope Gillette doesn’t stop there. But, of course, the company’s whole premise is rooted on patriarchy, feeding the status quo product after product—such as tens of thousands of razors marketed for women, and the giant pink tax Gillette doesn’t seem too eager to dispute. But maybe that’s a conversation for another day...

Your host,

B

[whatthepr]

PR Campaigns Amidst COVID-19

I’m not gonna lie, it’s been a weird time. COVID-19 has given us all quite the stir. Schools closed down, people who never thought they would be working remote are now wondering why it took them so long, companies had to reassess their strategies FAST and see profits go drastically down (hello, Delta?). Even Walt Disney World had recent layoffs; if that is not a reflection on the state of things, I’m not sure what is. All of that without taking into account the biggest issue: people’s health. Further, people are scared and don’t necessarily know what to do. Most who can stay home are, but there is much spare time as well, and it’s getting boring. I get it. I’m right there with you.

You might be wondering, what does all of this have to do with public relations? Well, PR agencies and companies alike are faced with a tough question: How to communicate about efforts, products and brand in a way that will not oversaturate publics but also keep them engaged? The good thing is that PR pros are used to the difficult questions. While this may understandably be crisis mode for a lot of organizations, communications specialists across the globe are still working hard to cultivate positive relationships between a company and its target audience. As such, I wanted to show you a campaign that has managed to do just that.

THE WILD DETECTIVES

A cute, small bookstore in Dallas, TX, found itself amidst a sea of face-to-face stores that could close their doors due to the decline in foot traffic and sales. So, what did it do? It reinvented itself as a travel agency. Yes, you read it right.

The Wild Detectives launched a website stating it had “pivoted” to become a travel agency. While it maintained its primary online retail shop, it created another in which current and prospective customers could type in a destination and choose a book that could “transport” them there, all in the safety of the customer’s home.

To go with its new and inviting website, the bookstore also created visuals showcasing some of the available destinations, much like what a real travel agency would do. What a simple and yet brilliant concept.

I typed in Rio de Janeiro—because of Brazil—and was not disappointed. The bookstore offered me two local destinations, which are named after the book titles. All I had to do was click “book this trip” to receive more information and finish ordering.

WHY IT WORKS

The Wild Detectives knew it needed a new way to attract customers and keep current ones engaged online only. COVID-19 threw them a big challenge considering a lot of people like to touch books and know what they’re about before buying them.

Dedicating a whole section of its business to one of the biggest advantages of reading did just that. It appealed to people’s desire to travel—which is almost non-existent right now and there is no sign of recovery in the near future—and the possibility of discovering something new through reading, all while staying home safely.

The results? The gimmick boosted sales 200% and the response has been overwhelmingly positive. Longtime patrons continue to engage with the bookstore online, and new ones—including yours truly—have found a new and exciting way to converge the passion for reading with the love of travelling.

I definitely recommend anyone to check it out. Find a city you’ve always wanted to visit and see which books can take you there. Maybe it’s just the bookworm in me, but I doubt you’ll be disappointed.

Overall, this is a great example of the ways companies have shifted to stay relevant in a world that has drastically changed in less than a year. The most important aspect of it all is that, yes, the campaign boosted sales, but it has created stronger, positive relationships with its publics and attracted new ones as well. And isn’t that what PR pros want?

That’s what I got for today, folks; I’ll see you all soon. In the meantime, I’m gonna choose some more destinations. ;)

Your host,

B

[whatthepr]

It’s All About the R.A.C.E.

Welcome back! I wanted to touch on something a little different today. Not that different though, so don’t worry. There are a lot of things that happen in the PR world, and a lot of others we don’t talk enough about. I feel one of those things is the R.A.C.E. model. Yes, public relations specialists use it constantly, and it is a widely known blueprint for so much of what PR pros do. However, those in the profession don’t openly talk about it. It’s just something that everyone knows, everyone applies, and everyone understands. I wanted to take some time to come here and talk about it because 1) it’s fascinating, and 2) it encompasses all facets of public relations.

So, what is the R.A.C.E. model?

No, it’s not about an actual race. The R.A.C.E. model stands for:

• Research • Action Planning • Communication • Evaluation

Used at the beginning stages of a PR campaign, the R.A.C.E. model serves as a framework to a campaign’s efforts. It allows PR specialists to see the bigger picture and have a clear vision of what they intend to do. Let’s break down each category, shall we?

RESEARCH

It always comes back to research. This is the start point for pretty much anything, and it becomes the foundation of every aspect driving the other components. Now, there are two types of research you conduct when in PR: primary and secondary. Secondary research is the type we’re all most familiar with: we use the internet, books and what-have-you to gather information. This is information that is already out there, and you’re gathering it as a resource.

On the other hand, primary research is the one you conduct. Whether through surveys, focus groups, interviews, etc., this is the stuff not available until you go out there and do it.

But why is research important, you ask? Because you will always come back to it before making any decision. And think about it: would you promote a new car model to 10-year-olds? No, you wouldn’t. While this is fairly common sense, research helps you find the answers for what you need in order to move forward. And here we’re talking about identifying your target audience, what moves them to behave a certain way, who they are, an organization’s SWOT analysis, etc.

ACTION PLANNING

Once you gathered all your research, it’s time to do something about it. The name stands for itself—as is the case for all of these, making everything so much simpler—and serves as the step to write all your best ideas on paper and decide whether they can work. How do you decide that? Well, by using your research! At this stage, you have to figure out not only what you’re gonna do, but also HOW you’re gonna do it. And if there’s only one thing you’ll take from this section, I want it to be this: DETAILS, DETAILS, DETAILS. Seriously. The more details you have, the better off you’ll be.

COMMUNICATION

That’s the fun part. This is essentially where you implement all those wonderful ideas you put on paper and in a PPT presentation (yes, PPT presentations are still a thing—and I’m talking to all you Prezi, Keynotes, Cloud people out there. Say what you will, but if you find yourself at a client’s meeting with no internet and only Windows, you’ll be glad you brought your PPT). Pro tip: Here is where your media lists and contacts really come in handy.

EVALUATION

If you are wondering whether this is the part you get to see whether you succeeded, congratulation, it is! The evaluation stage—and final component of the R.A.C.E. model—determines results. Did you accomplish what you set out for your goals and objectives? Did you promote or protect the organization, or change minds and behaviors? This all comes in here.

Additionally, this is a great way to show your OUTCOMES. Yes, during the process you’ll be doing a lot of things to accomplish what you set to have a successful campaign; however, your best indicator is what you ACHIEVED, instead of what you did. And because we always come back to research, you’re comparing your results to the ones you received in your preliminary research.

And... that’s it. I hope you enjoyed this very broad overview of the R.A.C.E. model and know that researching and strategic planning are your best friends throughout it all!

I’ll be back soon, but feel free to leave me a message if there’s anything you want me to cover.

Your host,

B

[whatthepr]

An Ode to My PR Professors

*to be read to the tune of “I’m Forrest... Forrest Gump” by Alan Silvestri*

Here’s to the long hours, the commute, the students who love you and those who don’t. Here’s to weekends spent at the computer, grading papers and writing feedback that will never be read. Here’s to the commitment, the passion and the drive you bring semester after semester.

May your dedication continue to be unwavering even in the presence of adversity. Your support shines a light for those whose roads are not always bright. Your ask for excellence will be the guiding foundation when, years from now, jobs are secured, careers are established, and life feels less like a never-ending party.

Day after day you show—in the rain, in the snow, even when the weather outside is too beautiful to ignore. You walk past all that, past other possibilities and into the classroom, ready to take on the challenges, surprises and joy each session might throw your way. Where others see mere college students, dragging themselves from one class to the next with no idea of what the world is truly about, you see potential, you see the future. You imprint your knowledge despite the risk of it never catching. For most, it does not, not until later anyway, but that does not seem to stop you regardless of what others might say.

In the course of your career, there’s no counting the number of students you will teach. Too many faces, too many names, too many grades. Amid a sea of responsibilities, you are there. When times are great, when they are not, you are there. You have sacrificed vacations, holidays and get-togethers for the sake of students, and you will continue to do so for years to come.

It is often said that teaching is one of the most thankless professions. There are no holiday cards, invitations to award shows, most students won’t remember you past graduation day. Nonetheless, you persist. And you do because your unshakable belief in your students’ opportunities and futures drives your actions and resilience.

You are the unsung heroes this world needs. You are shaping generations with kindness, a steady hand and perseverance. There is no medal at the end of this marathon, but from the bottom of my heart: thank you. You will continue to be an inspiration and example of leadership long after we have parted ways. And if we ever cross paths again, may I be able to show you how much you have impacted me, and how grateful I am for everything you did.

[whatthepr]

Welcome to PR... Now What?

Congratulations! You’re in your senior college year and graduation is on the horizon. You can almost feel the wind of freedom touching your skin and the diploma in your hands. Despite the seldom cases of senioritis, you’re still committed to finishing the year strong. Or maybe you have just graduated and are embarking on a new phase full of opportunities and hard work. Even if you already work—and, let’s face it, the vast majority of current students are balancing school and job responsibilities—a lot is still changing because, at the very least, you won’t need to pull all-nighters to finish assignments.

Everything looks great and your career path is set, right? Well.... not quite. If you’re a little bit like me—and I am not necessarily hoping you are—you want to do everything under the sun. The problem is that you can’t. Since you have to start somewhere, it is important to know what options are out there. Information is power, isn’t that how the saying goes?

There are two types of careers you can have in publics relations: Corporate and Agency. Here, some will divide corporate into profits and nonprofits, while others will keep both under the same umbrella. So, what are they?

THE CORPORATE ROUTE

For over 150 years, PR specialists have attended to several aspects of a company’s communication efforts, whether the organization is profit or non-profit. From performing strategic management functions with great autonomy to using “craft” tactics that support marketing departments, public relations pros find themselves dealing with the following in their day to day:

• Media Relations: Work with traditional and digital media to build relationships and leverage opportunities that support business goals;

• Customer Relations: Use customer satisfaction as a barometer to generate word of mouth, reputation and loyalty;

• Internal Relations: Employees’ satisfaction, productivity and trust greatly impact a company’s success and profitability; therefore, those in PR see them as not only an important aspect of an organization, but also as a primary audience;

• Investor Relations (IR): A special division of PR, these professionals communicate with financial analysts, investors and financial media, as well as current and prospective shareholders. This field requires PR pros to understand finance and regulations in order to serve as a source of information, oversee annual reports or other IR materials.

AGENCY LIFE

Agencies are fast-paced and dynamic. By serving different clients, they come in all sizes and often offer integrated services—PR, social, advertising, digital, just to name a few. Whether working for a physical agency, virtual firm or as a freelancer, public relations specialists tend to provide the following:

• Corporate Communications; • Media Training; • Event Management; • Crisis Communications; • Media Relations; • Community Relations; • Editorial Services and more... Further, there are agencies that provide specialized services in areas such as education, technology, entertainment, travel, etc.

As we have seen, there are great options in both areas with benefits pertaining to each. Whether having deep knowledge over one industry or skills and expertise about different sectors, you can be certain of one thing: public relations is never boring. It requires dedication, hard work and intelligence, but the advantages are ample. You write your heart out, create campaigns, assist with crises—but, let’s face it, we hope those are few and far between—plan events, identify opportunities and so much more. Seriously, I could create a longer list, but I clearly wanna keep you around. ;)

If you’ve made it this far, my hat’s off to you even though I don’t wear hats. I hope this has been enlightening even if I got a little serious back there. This is it for now, but I shall be back soon.

Wanna see something in particular? Shoot me a message or leave a reply; I might take you up on it.

Your host,

B

[whatthepr]

New Blog; Who Dis?

Welcome to What the PR? As your host and honorary storyteller, it is great to have you here. Of course, I wouldn’t expect you to listen to what I have to say without first knowing a little about how I got into the wonderful world of public relations. So, sit down, kids; it’s story time. Or as a 90s Brazilian show used to announce: “Senta que lá vem a história.”

A long time ago in a galaxy far, far away—though not super far away because Brazil is only a 10-hour flight—there was a small-town girl whose older sister was inquiring about college majors. In an effort to give her eldest daughter all the necessary resources for an informed decision, their mother gave her a course catalog: a safe haven for those who have no idea what to study. There’s something to be said about expecting 16-year-olds to choose a career when they still need permission slips to use the school bathrooms, but I digress...

It turns out the oldest sister already knew what she wanted to do, so the course catalog was a waste, right? Well, not quite. In the wee hours of a weekend afternoon, the youngest, and yours truly, casually flicked through said catalog just for funsies. Nothing too interesting for a 13-year-old until, suddenly, a light shone above, music filled the air and angels came down singing as the words PUBLIC RELATIONS filled the center of the page—y’know, if you believe in that sort of thing. After reading through the paragraphs explaining what a career in PR meant, she calmed her heart and went on with the weekend without talking to anyone about it. But the fluttering lay quietly inside her.

Several years, a different country, two states and six college major changes later, she is in her senior year at Kennesaw State University, about to graduate in public relations with a minor in engagement marketing. The road here has had its highs and lows, but it’s been thrilling at every turn. Although this is just the beginning, she hopes her hard work will amount to a meaningful career. Through relationship building, strategic planning and a lot of research, her love for the profession and desire to make a difference continue to grow. There is no way to tell what the future holds, but isn’t there a saying about how the best way to predict your future is to create it? It seems fitting.

Well, funny stories and bad puns aside, this is how I came to be a public relations senior (still getting used to the word senior!). There’s a lot I’d like you to know about the profession and some of the things that make it impactful, so be sure to come back every other week for updates. While I won’t give out any spoilers, I can promise it will be informative, fun and purposeful.

In the meantime, be sure to reply and let me know if there’s anything you’d wish to see.

Your host,

B