Media Relations

Ten Technology New Year Wishes. #1 - A Keyboard For iPhone

This year, instead of New Year resolutions, I've listed my New Year wishes.  Do add yours!

1. A Bluetooth keyboard for my iPhone.
2. An Apple laptop... my first clean break from PC prison.
3. A lower-cost Kindle.
4. A quick & easy cure for tennis elbow (from over-computing).
5. New media stops berating old media.
6. Old media stops rebelling against new media.
7. Social media gossip stops and credible fact sharing begins.
8. Newsroom layoffs stop and new online revenue strategies become lucrative.
9. Effective computer games restore my brain from speed-of-light multi-tasking.
10. And may all would-be tech entrepreneurs have the courage to "break free" from security, follow their dreams, and still have the comfort of health insurance.

My Sudden Career Change And A New Golden Rule

I finally have a new career. 

Same PR business, same clients…but my toolbox is brand new and full of social media strategies.  Even better, my clients are stepping up and are willing to try them. 

I studied Web 2.0 for four years, engaged in a forced reorganization of my brain cells.  I’m so glad it finally paid off.   I’m no longer forced to focus only on news releases, public events, media training, and story pitching.  Now I roll up my sleeves and teach clients how to communicate directly with their customers, via social media.  This is as good as it gets, and it didn’t come easy.

The arguments were fierce.

1. "We’ll lose control of our message."

Did you ever really have control?  Your news releases, news conferences and community events were either read or witnessed by only a handful of people.  The reporter wrote your story. 

Also, if you aren’t currently talking with your customers online, you have already lost control.  Anyone can say anything they want about you and you won’t even know.

2. "Our industry has regulations that limit this kind of communication.  Or…we have a profession that will lose credibility if we blog, twitter, etc."

Top government agencies, publicly traded companies, businesses that normally cloak themselves from the light of day…they’ve gone online.   My friend’s son has a new job…he blogs for an attorney.

3. "We need to be able to measure our communications."

Yes you can!  Social media will overwhelm you with details: Numbers, activity tracking, interest tracking, unique visitors, partial but not final clicks, audience reaction, and regular feedback to help you sharpen your message.  In the past, our measurement depended on traditional media via circulation, subscribers or ratings.  Social media measurement is to business what DNA testing is to the criminal justice system. 

4. "We could hurt our reputation.  Employees could offend our customers with photos and even offensive posts."

Yes and yes. But measure this risk against not using social media.  Your competition is or soon will be.  Meanwhile, you will be perceived as hunkered-down and non-transparent.  Write a social media policy and open your doors to the world.

My new PR mantras:

1. BLOG.  Companies that blog have far better marketing results.  Blogging increases Web traffic by 55 percent and grows inbound links by 97 percent (HubSpot research).

2. Become the news.  Put a newsroom on your Website and link your releases to your blogs, Twitter, Facebook, LinkedIn pages and others.  Oh yes, you can still send news releases to media but I’m warning you, reporters are overwhelmed.

3. Send your announcements to industry bloggers. Do it delicately and do it right.  Do not nag!

4. Buy a good still-camera, an HD video camera, a professional microphone and MP3 voice recorder.  These are so inexpensive it will make your heart sing.  Become the news reporter at your company and document, document, document.  Then post the visuals and your announcements on all of your social media pages.

5. Give your online customers something of value:  Research, prizes, product to sample, free Webinars, ebooks, white papers, a sneak peak at your latest whatever.  If you give, you will get back.  Almost sounds like a new Golden Rule, doesn’t it?

Obama Collecting Personal Stories Of Healthcare Woes

Obama's camp has been busy collecting healthcare woe stories from individual citizens.  I received an email several months ago asking if I had a story to tell (I'm an equal opp email recipient...I've signed up for both Republican and Democrat party emails).

An interesting strategy.  I decided to go along to see where it led.  I was prompted to do a write up, which I did, then when I hit "send," I was immediately prompted for a donation.  This irritated me, so I just closed out of the session.  Nevertheless, my story made it to Obama's team.  They shortened it a bit, emailed me, and asked for my final permission.  They also asked if I wouldn't mind sharing a photo.  I didn't.  But with my husband's permission, we allowed the story to be posted.

As Obama pushes hard to make health care reform happen this year, I found myself wondering when I'll get an email, asking me to send my story to Utah's senators and congresspeople.  This is an interesting grass roots effort.  We'll see how it works.

By the way, if you'd like to read all the stories submitted across the country,go here.  You can click on a map where you live and read all about us.  You can even submit your own story.  The Obama follow-through has been well-handled.

So, Just What Has Obama Done For You Lately? One Roll Of The Mouse Will Tell You.

Remember as you read this...that I work very hard to be independent in any politically related posts. Just minutes ago, I received the following email map from Obama's David Plouffe.  Basically, you roll your mouse over the state you live in and you will receive specific details, numbers, dollars, etc. that your particular state has received thanks to stimulus efforts.  You can even see the number of children who didn't have health care who have it now.

I'm not quite sure how they came up with the numbers...but right now, numbers speak loudly in a  "moving through molasses"  economy and high emotion.  If this email builds confidence and helps stifle fear, that's strong strategy.  Check out your state.

"Sorry Works!" A Way to Avoid Medical Malpractice Suits

At one time, I contemplated writing a book on the American healthcare system and its future challenges.  Sadly, I had a hard time getting anyone to talk about it on the record, so that idea is on the shelf.

I did come across an interesting concept during my investigation.  An honorable PR  (human) practice making its way through some of of the more enlightened medical/healthcare companies.  Instead of "lawyering up" and shutting up when something goes wrong, why not admit it?

A brand new book called "Sorry Works!" is an excellent example of this new trend during medical controversy.  Written by Doug Wojcieszak, and Lawyers James W. Saxton and Maggie M. Finkelstein - the book is about how "disclosure, apology and relationships prevent medical malpractice claims."  Note: I received no compensation for this post.

If you are in PR in the healthcare industry, you might want to give it a read, and then nonchalantly leave it on your boss' desk or in your internal legal department  :)

Also, there's even a "Sorry Works" Coalition  Pay a visit!  There is a newsletter you can sign up for.  You'll also find a list of states with "Apology Laws," a Three Step Disclosure process, apology videos, interviews and guest columns.

According to the Website, "The Sorry Works! Coalition has grown quickly to over 2,000 members nationwide, the website has received over 2 million hits, and the group has been publicized in countless popular and trade publications, including Time Magazine, National Review, National Law Journal, and American Medical Association News.

Sorry Works! has become the nation's leading organization advocating full-disclosure as a middle-ground solution to the medical malpractice crisis, and the group's website has become the site for information and updates on the full-disclosure movement."

Thanks to Doug for sending me the book :)  I hope many many people read it and practice the advice.

Now This Is Good!

Just saw this quote in the NY Times and loved it!  Perhaps the whole world is overloaded and not just those in my profession?  And who will rescue us from this mess (big smile)?

"The irony is that students tell us they appreciate the time because it allows them to catch up on other schoolwork."

PAUL RICHARDS, principal of Needham High School in Massachusetts, on homework-free days he has encouraged in an effort to reduce student stress.