Media Relations

Ego Epidemic Online - Are You in a Nasty Chokehold? A One-winged Bird Has Symbolic Advice

Whew, I cannot believe the "ego epidemic" taking place online.  I've been caught up in it myself...and have chosen to back off.  The result?  Happiness!  And guess what else?  It has not led to poverty or lack of business or the respect of my colleagues.

When everyone is a reporter, publisher, blogger, has their own radio, TV station, film studio and ways to track how many friends and Klout they have, it is easy to see how this has happened.

To my fellow PR practitioners and professional friends, let's all take a deep breath and realize that the universe will continue to affect our lives, regardless of our online popularity or power.  Step back a bit.  Big ego can lead to big pain.  Dismantle it.  You might be surprised how much easier life starts to flow.

If you like symbolism to drive a point home, read this set-up and poem I wrote from my own outdoor observation.  You CAN take a moment to rest and ponder.  And if this post appears egotistical, please accept my apologies.

 *****

Several springs ago, my husband and I noticed a bird in our yard that couldn’t move very well.  A tiny sparrow was feeding on the ground and there are cats in the neighborhood.  I wandered after him/her and she was able to fly as high as a bush.  She even jumped onto my fingers and greeted me for a moment.  She was there throughout the spring and I observed her closely.  She was a survivor.  She fed off the ground.  When the wind would blow and the rain came down, she would cover her face with one wing and hold on tight.  Sometimes she was so weak, she would simply fly to the ground where she didn’t have to balance, and would rest and sometimes shake in exhaustion.  I watched her heavy breathing and knew that she was close to dying or had a wing injury.  I didn’t expect to see her for long but she survived two seasons.   She didn’t return last spring.

Last year, I sat on the porch a lot, watched the birds and I wrote this poem…which has heavy symbolism about the quality of humility.  Thought you’d enjoy it, and the photos of One Wing, my nickname for that darling little sparrow.

A Finch Who Bows

-jeri cartwright

Such haughty green finches.

You dine at my feeder,

in so much arrogance,

hurling seeds to the ground

in gluttonous glee.

There will always be more.

 

And me,

I kowtow to beauty,

permit the wasteful sin.

 

Yet today,

beneath my empty

fast-food-hut for the feathered,

I glanced below

at seeds in mushy mud,

and there, just one of you,

one who has realized

it can bow its head,

flourish in dirt

as others flash and fly away.

 

He sees,

and eats

the wasted seed

as others starve in heavenly trees.

 

Pride aside as he picks between mud and stone.

The greatest feast is his, alone.

 

 

Related articles

Day 5: Regular Verse

Corporate message from eagles

Another Stranger Welcomed

The Question I Can't Stand to Answer: "What do you do for a living?"

 

 

Noemi Pollack just posted about an experience very familiar and uncomfortable to me.  What do you do when someone asks what you do, and you no longer have a clear definition of that - yet everybody else seems to?

 

By the way, I'm Jeri Cartwright, this is my blog and I'm in public relations.

Here's Noemi's story:  "At a recent dinner party, the conversation at our table of eight, centered politely on the introductory question — 'what do you do' — and went slowly around the table to each guest. When it was my turn and told that I am in public relations and marketing, my dinner partner to the left, a dentist, probed further as to what that really means and exactly what do I really do. By the time dessert came around, I had given him a detailed rundown of all the tools and strategies the we, PR professionals, employ to impact marketplace perceptions and changed behaviors. It didn’t make a dent. He was still at it when dessert came around and, in total defeat and exasperation, I made a lame excuse and left the table."

 

Noemi, I relate.  When people ask me what I do, I've given up trying to answer.  On the back of my business card, I list my best guesses:

 

• Media & community relations
• Image & issue management
• Crisis communications
• Executive counsel
• New media/blogging/social networking

 

And yet, every time I redo business cards, the list changes. I have noticed when someone chooses to refer to me as "in marketing," I am beginning to correct them. When a client calls and tells me about a situation, then says...here's how I want you to "spin it," I respond with a softly spoken, "I do not spin.  I carry your messages to the public.  I work to understand what you want to convey to your publics and then find the most effective and lasting ways to do it." 

 

Over the years, I've watched as political strategists, advertising/marketing agencies and a number of other professions have adopted the tools PR once called its own.  Are we now also regarded as "able to get free advertising," or "able to ruin the reputation of a political candidate?"  Sure hope not.

 

Let me conclude with a question to the masses of people surely to be reading this gripping post (smile).  Which of the following fall under public relations?  Which ones should not?  I can honestly say...I'm not sure anymore.

 

• PR
• Media relations
• Community relations
• Government relations
• Lobbying
• Public affairs
• Marketing
• Advertising
• Campaign strategy (elections)

 

If you are in PR and are interested in participating as PRSA (Public Relations Society of America) seeks to redefine PR for the first time in 30 years, you'll find a link in the following article.  Think away!

 

 

 

 

Photo copyright: Poppy Thomas-Hill

Sad Times For Public Relations - A Utah Mayor's Ethics Lapse

photo by royal constantine

I don't need or want to rehash this situation.  It has been covered in more than 300 news articles and blog posts across the country, and even by the BBC.  I belong to an organization called the Public Relations Society of America, or PRSA, and I've been red-faced this week after learning about the actions of a part-time elected official in Utah.  He also works for a high profile PR firm but he is not a member of PRSA.  At this PR firm, even though he emphasizes he does not serve a PR role but works in "public affairs," I'm not sure there's much difference.  UPDATE: He has resigned from the PR firm on the evening of November 15.

PR professionals I know are wincing and wondering...how will this impact the reputation of what we do?  I'm also watching the media coverage and public reponse with a careful eye. What worries me most?  When I hear someone say this is no big deal.

For the record, those who do belong to PRSA are asked to abide by an ethics code modeled after the one adopted by the Society of Professional Journalists.

1. If you aren't aware of the Mayor's actions, here's a pretty detailed article by the Deseret News.
2. If you would like to see how the national and Greater Salt Lake PRSA offices responded, here are the statements.
3. And if you'd like to read blog reactions by those who have received their APR, Accredited Public Relations certification from PRSA, go here.

And may we all regularly "check in" with our inner compass. 

People "Perspiration"...A Neat Research Approach For Campbell's Soup

No...no...say it isn't so!  We will soon be saying farewell to that familiar little red Campbells soup can label.  The company chose to perform what it calls neuromarketing research...hooking up people in a focus group with wires and a vest measuring heart rate, perspiration, etc. as they shopped for soup.

What an interesting new direction for research to take - measuring physical and emotional engagement before it is filtered through the brain and delivered verbally by the person. 

New media, social media is successfully teaching product producers to build more personal and warm-hearted relationships with their consumers, something display ads have a hard time doing.

I will miss the old Campbell's labels...they contain so many childhood memories.  But to tell the truth, the label has not persuaded me to buy it in my adult years.  Did I have a bad childhood?  Have my taste buds changed?  Am I buying heartier, perhaps more adult-tasting soups?  Or am I overwhelmed at the store?  Too many choices for me!  I found one brand I liked and stuck with it.  Some people love variety.  I have trouble ordering coffee at Starbucks.  I'd like some simplicity in a detail fixated world.

See the article and video here, in the Wall Street Journal.

Seth Godin Speaks In Salt Lake

Just got back from the Seth Godin speech in Salt Lake. Packed house and words of wisdom:

"If what you do can be written down, you are interchangeable."

"People will pay you well if you can figure things out."

"The risk is not in standing out, it is by fitting in."

"Definition of a genius: Someone who solved a problem in a new way."

"The more you fail, the more opportunities you have to succeed."

And finally, this gem about the current economy: "Just because the tide is out doesn't mean there's any less water in the ocean."

A special thanks to Startupprincess and all those who organized, sponsored and brought the event to Utah!

Bloggers Be Warned, Time To Be Crystal Clear About "Blogola" ....Freebies, Payments

This is a big one. Pay attention. Bloggers...this means us too.  This week the Federal Trade Commission issued new and final guidelines that reach into social media, PR and marketing.  After clarification discussions with an FTC staff attorney, the Public Relations Society of America issued the following letter today. I hope it helps you in your business decision-making.  Thanks PRSA!

[Email begins]

Dear Members,

The Federal Trade Commission (FTC) has issued final changes to its Guides Concerning the Use of Endorsements and Testimonials in Advertising. While advisory in nature, the new guidelines will reset standards of behavior that public relations, marketing and advertising professionals should adopt to avoid violating underlying laws against unfair competition and false advertising.

The Guide changes, as set out in the FTC's notice, make three key departures from previous guidance that could impact public relations practice:

• The FTC advises that "endorsers" as well as advertisers can be held liable for false or unsubstantiated claims or for failing to disclose material connections between the parties.

• The Guides no longer offer the "safe harbor" whereby testimonials can be qualified by a "results may vary" disclaimer.

• Regarding endorsements, the Guides specify that celebrities should disclose relationships with advertisers.

While the FTC will approach each potential violation on a case-by-case basis, the new guidelines will impact how professionals should approach some common practice scenarios. Here are some applications of the guidelines:

• Bloggers who receive cash or in-kind payment (including free products or services for review) are deemed endorsers and so must disclose material connections they share with the seller of the product or service.
  

• Any firm that engages bloggers by paying them outright to create or influence editorial content or by supplying goods or services to them at no cost may be liable if the blogger does not disclose the relationship.

• Advertisements or promotions that feature a consumer who conveys his or her experience with a product or service as "typical" should clearly disclose what results consumers can generally expect or specify how the results were unique to the individual circumstances.

• If research is cited in an advertisement or promotion, any sponsorship of the research by the client or the marketer should be clearly disclosed.

• Celebrities who make endorsements outside the context of traditional ads, such as on talk shows or in social media, should disclose any relationship with the advertiser or marketer.

From an ethics perspective, the new guidelines parallel key transparency principles in the PRSA Code of Ethics, as well as Professional Standards Advisory PS-9 condemning "pay for play" practices. However, for practitioners, the guidelines go beyond ethics to recommended practice to avoid legal liability. While the ethics are clear, the triggers and nature of adequate disclosure are not fixed. As I recommended in a recent PRSAY post, thorough understanding and self-regulation can help public relations professionals avoid legal repercussions.

While the guidelines are advisory in nature, failure to comply increases the risk of professionals finding themselves in violation of the law. Moreover, non-compliance can result in a communication from the FTC warning professionals against the potential offending action. If that warning is not heeded, it may be followed by a cease-and-desist order. Intentional violation of that order may result in referral to FTC enforcement, which may include civil monetary penalties.

There has been information circulating publicly on the new guidelines that is confusing and conflicting. With this notice, PRSA hopes to bring members up to date on the facts as currently understood. This information is based on FTC documents and an in-depth conversation with a Commission staff attorney. Going forward, PRSA will continue to provide you with information, clarification, case studies and interpretations as they unfold.


Best regards,



Michael Cherenson, APR

[End of email]

Utahstories.com - Meet Utah's New Media

What do you do when you want to be a journalist, yet the world of journalism is in chaos?  Like many former or laid off reporters, you can always shoot for the stars and start your own news operation.  With some sweat equity, good journalism ethics and an eye for the hyper-local news no one covers anymore, you just might get a good reputation.  You just might one day make enough money to live on.

Here's one story, right here in Utah.

Meet Richard Markosian, creator of Utahstories.com.  "Read all about it" here.

Newspaper Girl Janet Thaeler - Meet Utah's New Media

She's concerned about balance in her life, thus she only spends 7-10 hours a day online...not as much on weekends. She always wanted to be a reporter, but then learned how little it paid. She still misses the rush of writing in a noisy newsroom. Blogging is "so solitary," she says.

I went to her site and saw four display ads in the right column. She is making some money at this. I think she is an important facet of emerging new media.

If you'd like to meet Janet, here she is.  Thanks to UtahPulse for picking up the column!

3 Topics: Meet Utah's New Media. What's The Best Measure Of Your Online Presence? And "Engaging The New Influencers."

Plenty to talk about!

1. We've heard, with sadness, about newsroom layoffs.  You may not be aware of the new Utah media outlets that are growing (not shrinking) and actually making money on their content and activities.  In tandem with my associate, Lisa Davis, we are writing a four-part series for utahpulse.com on "Meet Utah's New Media."  It starts in mid-September and I hope you'll join us there for profiles on:

• Newspaper Girl - Janet Meiners Thaeler
• Utah Mama, Today's Mama - Rachael Hersscher
• Utah Stories - Richard Markosian
• Mom It Forward - Jyl Johnson Patee

How influential are they?  How do you approach and interact with Utah's new media?  We'll tell you on www.utahpulse.com.

2. Boss still resisting social media?  Can she/he argue with this?

Edelman has done us all a great favor by gathering 100 professors of communications, journalism, business and public relations from North America and Europe.  All met for an event held in Washington, D.C. Sessions were led by 50 practitioners in charge of digital communications in companies such as:  AstraZeneca, CNN, eBay, Environmental Defense Fund, GE, Johnson & Johnson, Microsoft, Starbucks, UPS, Whirlpool and many others.  The resulting report, "Engaging The New Influencers," is packed with best practices and insights into our future...online. Thanks to Steve Rubel for making me aware of it.

A great menu of topics:

• The State Of Media
• Employee Engagement: Encouraging New Conversations
• Every Organization Is A Media Company
• The New Era In Washington D.C.
• Health: Using New Media In A Regulated Industry
• Insights From The U.S. Administration About Engagement
• Crowdsurfing: Engaging Consumers
• Academia: Keeping Up With The Pace Of Change

3. Measurement, measurement, measurement. 

How can you determine how well you show up online? This short, sweet piece on "The Five Senses Of Online Measurement" makes good sense.  Thanks to the Cision bloggers for sharing it.

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?