Written by Thomas Becher, APR
Wednesday, July 06, 2011
We’re a creative bunch. But sometimes it takes a little oomph to get the creative juices flowing. For some, it’s a walk around the block. For others it’s a shot of coffee or a short trip across town.
For me, it’s being outside in the woods. By myself or with family. It’s a time to reflect without electronic distractions.
One of my favorite visionaries is Richard Louv, author of the book Last Child in the Woods. He’s the one who coined the term “nature-deficit disorder” to describe the growing gap between nature and children.
Like many of us, I grew up not wanting to be inside. There was always something – playing tag, pick-up sports, hiking, creeking, skating – to keep me interested. Not so these days, what with 50-inch flatscreens, Wiis, and DSis.
I’m not falling into that trap. I’ve taken my two boys, now 4 and 9, into the woods since they were newborns. Hopefully, that sense of wonder about nature, our environment and the science of life has been instilled.
I just returned from a two-night camping trip with my boys. (The Roanoke Region has an amazing array of choices to get outdoors.)
They helped me pitch the tent, cook outside and, of course, create Smores in the fire pit. While they enjoyed the glow of the flames, my brain cleared up and ideas started popping in my head, much like the crackling of embers.
Louv argues that nature-deficit disorder isn’t just for kids – it affects adults as well. After all, even in small doses, exposure to nature can measurably improve our psychological and physical health.
So, do yourself a favor this summer. Get out there. Do something you’ve never done before. Hike a trail. Take a rafting trip. Learn to mountain-bike. Just leave the smart phone behind.
You may just come back more creative.
Written by Thomas Becher, APR
Monday, May 16, 2011
A company’s anniversary. A new-product launch. New management team. Grand opening. Charitable tie-in.
There are dozens of reasons to host a party, even in these days of austerity. But before you start on your guest list, keep in mind that any event, big or small, is an extension of your brand. That means handling with care.
Every event should have a theme – Why are you hosting it? What are you communicating?
Then think about your objectives. What are you hoping to accomplish?
Like any branding initiative, you need to think about return on investment – what do you want to get out of hosting an event?
Once you have a compelling reason to plan an event, keep these questions in mind as you plan event:
- Should event be during the day or in the evening?
- Where should your event be held?
- How should guests be invited?
- What kind of décor is needed?
- Should there be a guest speaker?
- Which multi-media elements are appropriate?
- Should guests receive a gift?
Events are about details. And those details help shape your brand. The more you know when you begin the better your event will be. Like other tactics to strengthen your brand, you may be in need of professional help to turn your event from dud to buzz.
Written by Thomas Becher, APR
Wednesday, March 23, 2011
As a former journalist, I respect the needs of the media to get both sides of the story. Reporters are obliged to speak to as many people as possible under deadline to ensure all viewpoints are represented in a story.
That’s how I was trained as a journalist and that’s what I expect as a media consumer.
So I always counsel my clients that, no matter how potentially negative a story can be or how uncomfortable you may feel, businesses need to be prepared to say something to the media – even if you say you can’t say anything.
In other words, don’t ignore the call. Don’t say “no comment” and hang up. Use this as an opportunity to give your side of the story. Otherwise, someone else will – and then you lose control of your message.
I cringe when I read news reports that say, “the company did not return our repeated calls for comment.”
Now, there’s a difference between not responding to the media and having to say something. You never want to discuss personnel issues in the media, and issues such as labor unrest and pending acquisitions require extra sensitivity.
But in the very least return that call or e-mail and say, for example, “Thanks for your interest but we are unable to make a comment because this issue involves a personnel issue, which we don’t discuss in the media.”
There. You haven’t said anything controversial. The media got your comment. And the public understands where you’re coming from.
Look at it this way. In this age of instant information, news stories can live online forever. Do you want a future customer or employee to know you’re not responsive? It’s just not a good business practice.
So, next time you get a call from the media, catch you breath, take some time and formulate a response you’re comfortable with – and return that call.
Written by Thomas Becher, APR
Tuesday, January 25, 2011
The old adage that all publicity is good publicity may have some merit after all.
Sure, Apple stock took a tumble following the latest announcement by CEO Steve Jobs that he’ll be taking time off to attend to his health. But, like the iPhone antenna debacle before that, Apple seems to thrive despite bad publicity.
One reason for this is Apple’s carefully crafted branding – and legions of fans who take the bad with the good. To me, Apple is the Teflon of the tech industry.
That may not have been the case for, say, Toyota or BP. But there are other examples where negative buzz can help sales.
For example, when the movie “Borat” lampooned the former Soviet Republic of Kazakhstan, requests for information about traveling to the country tripled, according to Hotels.com.
So when does negative publicity help? In an article recently published in Marketing Science, a journal published by the Institute for Operations Research and the Management Sciences (INFORMS), academics set out to determine when negative publicity does damage versus when it might actually increase sales.
They put forward the hypothesis that negative publicity may have positive effects by increasing product awareness and product accessibility. Consumers have a limited attention span, and given the large number of new offerings, they cannot possibly learn about every product that is released every year.
While advertising may help draw attention to products that might otherwise get lost in the crowd, they suggest that publicity, even of a negative nature, can do the same thing. When awareness is high, and products already get attention, negative publicity can hurt sales. But, the study revealed, when product awareness or accessibility is low, such as the case with many of the hundreds of thousands of books published every year, any publicity about a book should increase awareness, and thus may increase sales.
The message? If your company or brand is under attack, take a deep breath. First, not everyone may know enough about you to formulate an opinion. And those who’ve never heard of you may start taking an interest.
Written by Thomas Becher, APR
Monday, December 20, 2010
As I speak to business leaders and conduct seminars about public relations, I’m often asked questions about PR.
Unlike a profession that makes or sells products or provides services people know, such as tax or legal advice, public relations can be a bit hard to figure out.
As 2010 comes to a close and I complete my term as president of the Blue Ridge Chapter of the Public Relations Society of America, I thought it would be a good opportunity to recap some of the questions I’ve been fielding throughout the year:
What is public relations?
The standard answer is that PR connects organizations with their publics, but I like to put it this way: Advertising is when you tell people how good you are. PR, on the other hand, is when people come to you and say, “I’ve heard so many good things about you – tell me more.” PR is actually a sophisticated, strategy-based tool that employs any number of tactics to meet objectives. These include, but are not limited to media relations, speech writing, special events, social media management, crisis communications, employee communications and so much more.
How does PR impact the bottom line?
Good PR can create brand value and therefore have a direct impact on a company’s financial success. Whether it’s launching a new product, navigating a crisis or preserving a reputation, public relations can drive sales, influence consumers and help a company connect with its audiences. An example: This year, our team helped to launch the MedCottage – a portable medical home designed specifically to help families manage the care of their elderly loved ones. With a modest national media relations campaign, we generated hundreds of media mentions, resulting in nearly $2 million in pre-sales.
Can PR be measured?
Absolutely. The days of simply sending out a news release and contacting the media to promote a product or service are over. PR campaigns are complex, and can include special events, microsites, social media and so much more. All these activities can garner attention and revenues for a company – and they can be measured for return on investment.
Should I have a PR program in place?
Every business should have, in the very least, an annual public relations plan that contains the organization’s key messages, list of audiences and strategies and tactics to reach those audiences. PR is about generating good content – what makes you interesting. As a former journalist, this is my favorite part of PR – identifying stories, creating content to tell the stories, and repackaging that content across different media – print, online, video and so on.
Today, more than ever, with the influence of the web and social media growing, the need for quality PR is greater than ever. Done well and in conjunction with marketing, it can influence social conversations, help companies become more transparent, and increase positive exposure – which helps to grow sales.
I guess a better answer for the first question above really is: Public relations helps you make more money.
Written by Thomas Becher, APR
Wednesday, September 01, 2010
As a former journalist, I’ve always been taught that “who” refers to a person. “That” is for an object. Heck, that’s a grammar lesson from elementary school.
Then why are so many people – I’m talking prominent, educated leaders in business, government and religion, even media talking heads – using “that” to refer to people?
I hear it all the time – on TV and radio, online, at speeches and luncheons. People are saying things like, “I know this person that …” Huh? Did I miss something? Are humans becoming objects? Is our addiction to all things electronic taking over our abilities to speak about humans in, well, human ways?
Who vs. that is not just about the proper use of a pronoun. It’s about how you present yourself in public. Being grammatically correct – and showing it – goes a long way toward building trust, credibility and professionalism.
The lesson? Double-check your words next time you’re speaking in public, even if they sound right. Because someone in the audience is going to notice.
I don’t know where this that-instead-of-who trend started, but please stop. Now. You’re making us humans sound like louts.
Written by Thomas Becher, APR
Monday, June 07, 2010
While celebrating my parents’ 50th anniversary last week it struck me: Not only are they an inspiration to all of us – they are an example of branding done right.
Good branding – being consistent, trustworthy, impactful, memorable and true to the core – is not done overnight, nor in a year or two. It takes time, practice, fortitude, commitment and, yes, learning from mistakes – kind of what’s needed to sustain a half-century of marriage.
My parents, Helga and George, are well-liked, generous, polite, accepting and straight-forward. With them, you get what you expect over and over again. And that doesn’t change, no matter what challenges life tosses at them or what kind of mood they’re in.
Like your favorite brand – whether it’s a pain reliever, department store or oil change – my parents are consistent. Decade after decade, they provide their family and friends with the same pleasant experience, in good times or bad.
Good branding – your 360-degree brand, as we call it – aligns the internal brand with the external brand for a consistent customer experience. In this example, my parents treat each other with respect and honor – that’s the internal brand – and present to others a couple that’s loving and kind – that’s the external brand.
Happy anniversary, my dear parents, and congratulations from a proud son.
Little did you know that your golden anniversary would provide a case study of branding done right.
So, in honor of their special day, how is your brand – and does it stand the test of time?
Written by Thomas Becher, APR
Monday, March 01, 2010
The recent case involving Southwest Airlines and an overweight passenger shows the power of mobile technology and social media.
The policy involving “customers of size” made headlines when film director Kevin Smith was kicked off a flight from Oakland to Burbank when the crew determined he was too big.
Southwest’s policy dictates that “customers of size” purchase two seats if they can’t fit into theirs. Shrinking airline capacity has served to fuel the debate with passengers of all sizes facing packed flights and cramped seats.
With smart phones and Twitter, passengers are now able to instantly gripe about delays and boarding problems to thousands of people before the plane is even in the air. It’s new territory for airlines, and even for those carriers who get social media – like Southwest – sometimes even the best PR isn’t good enough.
As a result of this incident, Smith turned to his Twitter account to vent: “I broke no violation, offered no ‘safety risk’ (what, was I gonna roll on a fellow passenger?). I was wrongly ejected from the flight.” Smith paid for two seats on a later flight but tried to fly stand-by.
Southwest stated in a blog post soon after the incident that “a timely exit from the aircraft in the event of an emergency might be compromised if we allow a cramped, restricted seating arrangement.” After the issue was blasted in the blogosphere and made the celebrity news channels, Southwest refunded his airfare, admitted it was “a mistake in trying to board him as a standby passenger and then remove him,” and said it would be reviewing “how and when this delicate policy is implemented.”
Social media pushed Southwest toward refunding Kevin Smith. My take, as a former manager of media relations for a global airline?
A policy is a policy, but it’s how that policy is implemented by employees on the front line that really matters. In this case it didn’t go so well -- even from an airline that has led the way in harnessing social media to communicate with customers.
The lesson here? Your best public relations is only as good as your employees.
Written by Thomas Becher, APR
Monday, January 04, 2010
In my previous corporate career I served as media spokesman for Northwest Airlines – the same airline that carried the alleged attempted bomber (and coincidentally is finalizing its merger with Delta Air Lines).
My first thought upon hearing about the Christmas Day incident was that I was thankful this was wasn’t a disaster. But the global media onslaught that followed also reminded me of the public relations lessons the high-profile airline industry can impart on other businesses:
- A crisis can happen anytime. Bad news does not take a holiday – nor does a situation have to be your fault for you to be affected.
- A crisis can percolate before you even know about it. Passengers on that Northwest flight were taking photos and video and making phone calls even before airline management was fully informed. In this age of technology, there’s no time to wait to react.
- Embrace social media as a crisis tool. In a society of instant communication, a simple message on Twitter can help calm fears.
- Communicate early, communicate often. Recovering from a crisis requires constant communication to all your stakeholders.
- Have a communications plan. Determine what can go wrong and how you will communicate during a crisis.
Written by Thomas Becher, APR
Monday, November 23, 2009
By now businesses have recognized the value of social media. When done well and used the right way, social media such as Facebook and Twitter can develop customer relationships, reach new audiences and build your brand.
But social media, despite what you may have heard, is not the end-all to marketing. In fact, it’s just another tool in an expanding communications toolbox.
Social media is hot right now, and some form of it will certainly morph in the future, especially with mobile applications. Yet other media aren’t going anywhere. When TV came out people dismissed radio, and today radio is as strong as ever. And despite predictions of gloom, print publications remain relevant and engaging.
What you use to communicate your message depends on your goals. As the media landscape becomes more fragmented, it’s really about understanding which channels to use to engage your audience and using that tool effectively to help achieve objectives even as the toolbox gets bigger.
Like other communications methods such as advertising and public relations, social media must start with strategy. Before embarking in social media, you must ask a number of questions – Who is your audience? What are their demographics? How are they influenced? How do they think? What are your business goals? In other words, what do you want to accomplish as a result of the communications?
Depending on the industry and the target audience, we encourage our clients to utilize social media when it makes sense for their business. Sometimes social media does not make sense. Where appropriate, though, it’s a powerful customer engagement and awareness vehicle that can certainly help spark conversation and develop new relationships with your audience. But it’s not for everyone. Nor is it a “get it and forget it” tool. It is something that needs to constantly be updated, monitored and nurtured to be effective.
So there needs to be a strategy and process in place before starting a Facebook fan page or creating a Twitter account. Social media is like a shiny new toy. Everyone’s talking about it, everyone wants to hold it. But does everyone know how to use it properly?
Written by Thomas Becher, APR
Monday, September 21, 2009
In recent weeks we have seen ugly public outbursts in the world of politics, sports and entertainment. Even town hall meetings on healthcare reform have become R-rated.
Whether this lack of civility is a result of unchecked egos, an influence of Internet-fueled vitriol, or simply a new but sad state of communications, recent examples provide important lessons in public relations.
Good public relations is about building relationships and establishing two-way communications to establish mutual understanding, cooperation and acceptance. The recent chest-thumping and finger-pointing does little to gain cooperation, let alone foster mutual respect.
Bad communication – and that’s what these outbursts are – does our society a great disservice. In the case of Serena Williams or Kayne West, their rude, obnoxious and unacceptable behavior tells millions of impressionable young people that it’s OK to act like a fool to make a point. After all, they’ll still make millions – so what’s the big deal?
In the case of healthcare reform, this important yet complex topic is being relegated to us-vs.-them sound bites and insults when in reality the topic – no matter where you stand politically – deserves an intellectual debate based on facts, not lobbyist talking points.
Civility – whether it’s healthy debate free of personal attacks or taking time to think before you act – really is the best public relations tool because you’re more likely to gain respect and support from people even if they disagree with you. Nor would you need to repair your maligned reputation.
There’s a good lesson for businesses in all this. Always treat your customers with respect, service and friendliness. You may not always agree with your customers, but if you treat them right they’ll be your fans.
It’s a shame that many in our society aren’t using these simple principles.
Written by Thomas Becher, APR
Thursday, July 23, 2009
Every business has – or should have – an elevator speech. You know, that 10-second opportunity to tell someone about your business.
Problem is, not everyone does a good job communicating who they are and what they do.
That’s why I’m a big believer in developing key messages. Key messages are words and phrases that describe your business and its benefits to your customers.
These key messages should be used in that elevator speech, for sure, but also in your marketing material, Web site, social media postings, internal culture – anytime you’re communicating.
I’m not talking about a clever slogan. I mean a clear, brief and understandable set of words that will effectively explain how you stand out.
We’ve all heard a line like this: “I work for XYZ Corporation. We make pneumatic parts for the transportation sector and we just received ISO 9001 registration.”
Yawn. How about this instead:
“XYZ Corporation makes parts that help trains and buses move freight and people around the world. And we’ve been recognized with an international quality standard.”
That’s more like it.
Every business has an interesting story to tell. Give some thought about what makes your business compelling and unique. Then jot down those words and phrases.
You’ll be surprised what you may come up with. Then be sure to tell the world.
Written by Thomas Becher, APR
Friday, June 19, 2009
I just had the pleasure to join some fellow PR pros on a panel discussion about public relations and advertising. A record crowd attended the Technology & Toast breakfast hosted by the NewVa Corridor Technology Council.
Here are some points I shared with the audience:
The communication landscape is going through a shift-change never before seen in our lifetime. Today, when people read a newspaper, watch a newscast or listen to a broadcast it’s likely they’ve already seen much of that information online and chatted about it on social networking sites. That’s why we’ve seen traditional media adapt by providing analysis and coverage not found anywhere else.
At the same time, there are more niches than ever before. There’s at least one web site, trade publication and trade show for virtually any industry. There’s always a new print publication that seems to pop up. Not to mention bloggers – some good, some not so good -- on literally any topic on earth.
And while newsrooms in traditional media are scaling back staff they still have to fill pages and airwaves with stories and ads.
So how do you get the right message to the right audience at the right time?
Good PR and advertising always starts with strategy. Before you do anything, you should develop a strategic communications plan. Don’t waste your marketing dollars without having a plan in place first.
Only after you have a plan should you wade into this changing landscape.
Written by Thomas Becher, APR
Tuesday, May 19, 2009
Good advertising is all about great strategy.
Anyone can create a pretty ad or write a clever headline. But it’s understanding a the audience and what makes them tick that’s crucial to a successful advertising.
After all, why invest in advertising – and it is an investment -- if you don’t know your audience, their demographics, their habits, and where they’re getting their information?
With today’s changing media landscape (and more diverse choices than ever before to advertise), it’s important to ask a number of questions to best match your target with the right medium for maximum results. For instance:
How old are your target customers?
- How many of them are there?
- Where do they live?
- How much income do they have?
- What do they spend on your type product or service?
- Are the decision makers male or female?
- What are they reading, watching or listening to?
Spend some time getting to know your audience. It'll make it easier and less costly to reach them through advertising.
Written by Thomas Becher, APR
Saturday, February 28, 2009
Too often I have seen businesses large and small face a crisis – and blow it.
Think about the beating Peanut Corporation of America took recently after one of its plants knowingly sent out peanut products that may have been tainted with salmonella.
As that crisis evolved and people were dying as a result, we never adequately heard from the company. The public wanted to know: What happened? What steps were being taken to ensure this doesn’t happen again? Was it safe to eat peanut products again?
With a lack of comment from the company, the public – harnessing social networking technology – was quick to take sides and bad-mouth the company. The story, in other words, got away from the company. Fast.
In a crisis, it’s imperative to communicate early and often. Stakeholders in a company – customers, shareholders, employees, vendors and so on – need to know what’s going during a crisis on and, more importantly, what the company is doing to repair damage afterward, whether or not the crisis was the company’s fault.
This need for speed is particularly critical now that social media – not the media – are becoming the main vehicles to share information and opinions. When a crisis happens, companies have very little time to get it right.
So how do you prepare to communicate in a crisis? Plan it and practice it.
- Establish a crisis communications plan. In the event of a crisis, this plan will determine the types of crises that can occur, who is authorized to speak in a crises, when to communicate, what to say and so on.
- Practice the plan. Don’t let a plan sit on a shelf. Key people in a company should practice their crisis plan regularly so they know what to do no matter what the next crisis.
Having worked on crisis plans in the airline industry, I have seen the benefits of fulsome plans and regular drills.
Don’t wait for the next crisis to happen. Prepare now.
As president-elect and program chair for the Blue Ridge Chapter of the Public Relations Society of America, I had the pleasure host Pat Philbin, former head of public affairs at FEMA, at our April 16 luncheon. You can read more about his take on crisis by clicking here.
Written by Thomas Becher, APR
Thursday, February 26, 2009
I’m often asked: What exactly is public relations?
Years of wisdom gleaned from high-level corporate work have taught me to appreciate and advocate the role of PR in a free society.
The cynics will say the PR guy’s the one with the shovel and bucket at the end of the circus parade.
In truth, PR is about building relationships between companies and organizations and their constituents. It’s about ensuring communications take place – at the right time, at the right place and in the right way – as part of the marketplace of ideas.
It’s a vital part of commerce, discourse and democracy.
Yet so few people understand what PR is. That’s probably because it can be so many things. This blog will, over time, help to demystify public relations.
To wit:
- PR helps journalists tell stories.
- PR enables businesses and organizations to recover from a crisis.
- PR makes it possible for people to deliver memorable speeches.
- PR creates meetings and special events that get people engaged and connected.
- PR helps companies communicate effectively with employees.
Public relations is vital for successful businesses or organizations. I’ve often wondered – if they have attorneys and accountants, shouldn’t they have PR pros working for them as well.
