Elizabeth Christian & Associates Public Relations Blog

Newsflash: Don't Compete with Breaking News

It can take weeks, even months, to plan a big media announcement or press conference. You've meticulously planned everything right down to the most appropriate day and time to make your announcement, but there is one thing you can't always plan for—breaking news.

This has happened twice in Austin in the past two weeks. First, a plane crashes into an IRS building in north Austin, then  Austin sees several inches of snow—a rare sight for Central Texans (making it particularly interesting to the media).

While there's no way to predict these situations, there are a few things public relations professionals can to do keep from getting lost in the shuffle.

• Go with the flow. Forget what you have planned. If you want to get media coverage, it may be necessary to change your plans. Because breaking news and "news of the day," as it's called, take precedence over non-urgent news, there's a big chance your press conference will not be well attended. Don't try to compete with breaking news.

• Move to plan B. If at all possible, wait! Postpone your announcement until the media is able to give it the time and attention it deserves.

• Look for opportunities. Take breaking news as an opportunity to promote your client or organization. Look for relevant tie ins, or angles that your company/client might be able to add to the story.

• Set a new date. Once the excitement of the big news has died down, choose another date to make your announcement. While it may be difficult to find a new day and time when all of the organization's leadership team (or other speakers) are available, it will probably be worth your while to give it a try. In the end, flexibility with timing will significantly increase your odds of getting coverage.

In addition, members of the media will appreciate this gesture too. News managers/journalists know that there are other newsworthy things going on during times of breaking news, but are forced to prioritize their resources (staff) and the stories they will cover. Acknowledging that breaking news may trump your announcement proves that you see the value in the service the media provides to the public, and that you will work with them to deliver the best possible story.

That being said, I'm hoping for a little bit of normalcy in the news this month!

—Erin Ochoa

The iPad and the Future of Publishing

After McGraw-Hill CEO Terry McGraw spilled the beans about the “Apple tablet” on live TV a few weeks ago, the iPad was unveiled to much fanfare, but with mixed reviews. (Apple CEO Steve Jobs then reportedly barred McGraw-Hill from participating in the official launch of the iPad the next day.)

The big question is: How will tablets like the iPad and proposed models by Archos, Hewlett-Packard and IBM change the publishing landscape?

One of the biggest draws of the iPad so far, from a reader’s standpoint, is the opportunity for newspapers to offer more interactive versions of their publications. Although The New York Times' app has been the flagship newspaper app for the iPad, software developers have already been working on similar programs for other dailies.

A funny story about reading the paper on a computer: For a while, I subscribed to my hometown daily’s PDF edition. An e-mail would be sent around the time that I now get the paper on my driveway with a link to download it. I’d lie in the comfort of my bed and scroll around a PDF of that day’s issue. But guess what? Even on my very portable 10.2-inch screen netbook (it actually fits in the side pocket of some old cargo pants) it never felt right.

Another interesting potential for the iPad is that print material using charts and other such graphic aids can be more easily viewed and with higher resolution due to the high-definition color display. The Kindle, for example, does not currently offer a color option. 

Overall however, in my opinion, the iPad is coming across as nothing more than an oversized iPhone. It would actually stand to reason that the iPhone has a slight edge over this tablet as it also makes phone calls. I’m hoping that some developer eager to unleash their programming skills will come along and make some great apps for the iPad. Otherwise, it will continue to be nothing more than an oversized iPhone/object of desire for Apple geeks.

The iPad and other tablets will serve their purpose and developers both large and small will get a piece of the pie, but for now we gadget nerds will settle for speculating whether the iPad will be the next iPod or the next Newton.

Making a List and Checking it Twice

Even if the Farmer’s Almanac isn’t foolproof, I recommend considering it before planning a big event. Just as any careful bride prepares for her big day, a public relations professional ought to consider probable elements, such as weather patterns, when it comes to event planning. In fact, a snow storm in July shouldn’t faze the best of the best—because they always expect the unexpected.

History shows us that at any given time the temperature is most likely warmer in the South and colder in the northern part of the United States, but sunny skies are about as predictable as guessing who will be our next American Idol. For example, the people who booked Miami to host the Super Bowl probably chose to hold it there rather than Alaska for obvious reasons, and I can assure you they hoped for clear skies. With just a few days until kickoff, and a potential for rain in the forecast*, I’m certain that the Super Bowl committee has already planned for every circumstance.

As I thought about the Colts, the Saints and the possibility of rain showers, I made a mental list of things I should consider when planning an event. In preparing this list, I was reminded that we shouldn’t always expect the best possible scenario for our client events and family picnics. And, a contingency plan should be readily available for last minute mishaps.

Common “emergencies” include more than just weather problems, and can range from overcrowded rooms to too little food on the buffet line. So, before you invite your guests, make sure you’ve repeatedly run through a checklist that includes everything from hiring an appropriate number of security guards to keeping the typos off your branded party favors. And don’t forget to double check details on the invites before they are printed!

Do yourself a few favors. Don’t try to do everything on your own. If possible, form a team, create a plan, develop a backup plan and talk through any potential problems. If statistics scare you—watch out! The most common mistake in event planning is trying to throw together a fabulous event in too little time. And lastly, learn from your mistakes. One can hope that this year we won’t see another wardrobe malfunction on Super Bowl Sunday!

*As I prepared to post this, I noticed the forecast for this weekend in Miami has already changed. What a great reminder on how quickly we must adapt! For the sake of the game, I hope the chance of rain remains low.

-Jennie Whitaker

How Safe is Your Workplace?

As a PR professional at an agency with a varied roster of clients, I have had the opportunity to learn about countless industries and topics. I joke that with my client experience, just a few of the things I am capable of are:

• Performing surgery
• Putting on a circus
• Determining pricing for water
• Teaching a college class

I enjoy working with all of my clients and I especially appreciate learning from them. We are privileged to work with true experts in a number of fields.

One topic that I’ve had the chance to learn about lately is workplace safety. Texas Mutual Insurance Company, the state’s leading provider of workers’ compensation insurance, is an expert on workplace safety. This month I’ve had the opportunity to work with Texas Mutual as they present grants for $100,000 to three Texas colleges to fund Risk Management Institutes that provide free education on workplace safety to area employers.

I also had the opportunity to hear Dr. Steve Berkowitz, chief medical officer of St. David’s HealthCare, speak about personal health and wellness (including workplace safety).

As a result of these opportunities, I took a look around my office and was pleased to see that we have a culture of safety. We have clear policies and procedures and we have never had a workplace accident in our office.

Some questions for you when considering the safety of your workplace are:

• Who in your office knows CPR?

• Does your office have an automatic electronic defibrillator or AED? We see them in airports, schools and other public venues, but can you find one in your office? And if you can, do you know how to use it?

• Does your office have a plan in place in case of fire?

• Have new employees been trained on safety protocols and procedures?

• Do workers receive proper breaks when they work long hours so they stay mentally sharp?

• Have office machines been updated with the latest safeguards?

These questions are just the tip of the iceberg. To get comprehensive information on workplace safety, go to www.osha.gov

-Kristin Marcum

Eight Heads Are Better Than One

There are many things I enjoy about working in public relations-the fast pace, the people, the big ideas and the writing. But one of my favorite things to do is brainstorm. And yes, I know people brainstorm in many professions, but in the field of public relations, we are free to generate grandiose ideas.
 
Public relations professionals must be creative, and brainstorming is a huge part of our responsibility. All it takes is one small idea to serve as a catalyst for a large media pitch or event. There’s the brilliancy. Collaborative ideas that stem from brainstorming are the building blocks of great campaigns.
 
Here are some good brainstorming practices. These are not scientific, just personal observations.
 
Write Down Every Idea
It’s true that not every idea will be realistic, and some may not even be close to achieving your goals, but you should write each one down. This practice lessens intimidation for everyone, especially if people are afraid of being judged. Trust me, I mentioned something in a brainstorming meeting as an intern once and when it wasn’t written down, I felt deflated! The anxiety from that session stuck with me every time we had another brainstorming meeting. Thankfully, it made me determined to contribute better ideas, but at the time I was crushed!
 
Make the Ideas Visible
It’s not enough to just write the ideas down. You should also make them visible around the room. My favorite way to do this is using giant Post-it notes. Use colored markers to make the ideas stand out and write in large fonts. When you’ve filled one sheet with ideas, tear it off and stick it to the wall. I’ve noticed when the room gets quiet and I’m trying to think of something new, I review what we’ve already said-picking a word from one idea and then another to generate new thoughts.
 
Ignore Titles
Equality benefits brainstorming. If you can get a mixture of people in the room, from your “higher-ups” to your interns, you’ll practically guarantee variety! Interns often bring a fresh perspective. Sometimes their sheer enthusiasm can energize a room! Executives bring background. They know the client, what has been done and what will not work.
 
Eight People Max (Well, Maybe Ten)
Innovation Tools says six to ten people are ideal for brainstorming, so I just split the difference. The basic rule with this suggestion is yes, you want a large group, but don’t make it too big. Too many cooks in the kitchen make for a messy and unorganized kitchen. Keep brainstorming sessions efficient.
 
Have a Clear Objective
You want the team to work together towards one goal. It may be a general goal (national media pitch ideas) or a specific one (a media event to launch product X). Make sure the goal is clear to everyone. Write it down so when people are stuck, they can remind themselves what the team is trying to accomplish.
 
Most importantly, keep the idea generation and evaluation separate. You certainly may conduct them in the same meeting, but brainstorming should be fun. Save evaluations for the end of the session. Encourage each other. Compliment each other. It’s not a competition. It’s pure collaboration.  
 
Happy Brainstorming!
 
Levente Smith

A New Year, New Social Media Opportunities

In just the first month of 2010, we have witnessed the Longhorns play an historic BCS Championship game against the Crimson Tide (and suffer a heartbreaking loss, ending an eight-time winning streak against that team) and record-breaking temperatures in Austin (the coldest in nearly 20 years; ten degrees at Austin-Bergstrom International Airport on January 9).

While the new decade has brought quite a bit of excitement in just the first two weeks, my guess is 2010 has much more in store for us.

Take social media, for example. Studies show that while many businesses “explored” social media in 2009, it appears they have merely scratched the surface. According to a new survey by Weber Shandwick’s Social Impact team (conducted with KRC Research), 61 percent of nonprofit and foundation professionals view social media as an effective method of reaching broad external audiences. Because of this, most of them (a whopping 85 percent) plan to use social media more extensively in the next two years, and most will increase their budgets for this type of marketing in 2010. Companies are quickly learning that they need additional employees (and, in some cases, departments) to implement their social media campaigns and to track their effectiveness.

Geotagging, which enables people to add their exact location to their “tweets,” for example, may also increase the value of social media for marketers this year. (This option is already available on Twitter, under “settings,” then “account.”)  What will that mean for us, as social media users? Well, for one, I’ve read that it could allow restaurants to “buzz” our phones as we pass by, alerting us to specials or discounts.

Bottom line, social media campaigns won’t work unless you commit to them. How many times have you visited someone’s social media page (or even a company’s page) only to find the last “status update” or “tweet” was posted three months ago? Using social media for a business can be time-consuming, but studies show it may be well worth your time. So take the time to keep things current. In fact, why not make it your New Year’s resolution?

I’ll see you around the social media scene in 2010!

-Erin Ochoa

Reflections on 2009

The year is drawing to a close. At ECPR, we have been extremely fortunate to work with a terrific group of clients this year and would like to take this opportunity to say THANK YOU to these organizations.

As you can tell from the list below, agency PR involves working with very diverse issues. One minute we may be dealing with a healthcare crisis—swine flu, for example—the next might bring a strategy session about a mystery involving the death of Meriwether Lewis (truly, one of the most interesting projects we’ve coordinated). It’s all in a day’s work at ECPR—never routine, and always fascinating.

To our clients of 2009: We wish you and yours the happiest of holidays. May you enjoy time with your families and take a break from the workaday world. We truly appreciate the opportunity to be a part of your respective success stories.

THANK YOU TO OUR 2009 CLIENTS:

Boardwalk Trail at Lady Bird Lake
Concordia University Texas
CORE Healthcare
Downtown Austin Alliance
Exelon Nuclear
Family of Meriwether Lewis
Flatrock Springs
Harden Healthcare
 Girling Health Care
 TRISUN Healthcare
 MBS Rehab
 MBS Pharmacy
 Lighthouse Hospice
Heart Gift
KUT
Lakeway MUD
LBJ Foundation
Lemonade Day
Long Center for the Performing Arts
St. David’s HealthCare
 St. David’s North Austin Medical Center
 St. David’s Medical Center
 St. David’s South Austin Hospital
 St. David’s Rehabilitation Hospital
 St. David’s Round Rock Medical Center
 St. David’s Georgetown Hospital
 St. David’s Women’s Center of Texas
 NeuroTexas Institute at St. David’s HealthCare
 Texas Cardiac Arrhythmia Institute at St. David’s Medical Center
Skywater Over Horseshoe Bay
Southwestern University/National Institute for Technology in Liberal
 Education
Sweet Serendipity
Texas Access to Justice Commission and Foundation
Texas Mutual Insurance
Texas Radiological Society
TIBH Industries
Texas Windstorm Insurance Association
T. Stacy & Associates
Weed-Corley-Fish Funeral Homes
WIC/Texas

Cheers!

-Meg Meo

My Advice to Tiger Woods

If Tiger Woods walked through our doors and wanted to get my two cents on how he is going to escape from this mess, this is what I'd tell him:

The good news is that your career can get back on track, the bad news is that you will have no more endorsements for a while.

Case in point: On Feb. 18, 2008, New York Yankees pitcher Andy Pettite stood in front of a roomful of reporters and admitted he used performance enhancing drugs after his name came up in investigations during the 2007 off-season. He apologized for taking the substances and now quietly enjoys the twilight years of a fine career.

On the other hand, there is the story of another Yankee, Roger Clemens, who despite the Everest-sized pile of evidence pointing to his use of steroids never made a single apology about it, choosing to be the tough guy instead and deny every single accusation ever pitched his way.

Although the source of these problems are a little different, the way out is not very different: tell the public the truth and tell it often.

Skipping out on interviews with the state police and on your own charity golf tournaments will not help your cause. No, you don't owe America any explanations but otherwise TMZ's point of view is all America will have and are you sure that's what you want everyone to believe?

Here's the beauty behind telling the truth: if these sordid tales are true and you fess up to it, the public can respect that more than a man who seems like he's got something to hide. Like it or not, Tiger, you are a public figure and we love our celebrities.

Releasing blanket statements on your Web site is not only cowardly, but ineffective at this point. Your audience now involves people who read US Weekly and People, not only golf junkies who turn to your site for the latest on Tiger, so you'll need to take that in consideration next time you have something to say about this matter.

You have to be proactive about this. You waited too long to say something about the car accident and when you did, the cat was already out of the bag yet you acted like you still had everything under control. Do you really think a simple release on your site and removing yourself from the public eye will make this go away? The more you hide, the more the public will want to know.

In short, Tiger, apologize, show that you mean it over the next few months, continue being proactive about responding to this mess, keep working at your game and maybe you'll win a major next year or the year after that, and then guess what? You'll have successfully put this behind you. You won't ever be a poster boy for countless products again, but you'll be happy that you can show your face in public again.

Good luck!

Andre

Public Relations Perceptions

There is often confusion surrounding the definition of what PR is and the mainstream image of PR practitioners in movies, television shows, etc. doesn’t necessarily help clear up this confusion.

The most well-known PR professional character that I can think of and that many people attribute to what a “real” PR professional does is Samantha Jones from “Sex and the City.” However, the show only glosses over what she does professionally, focusing mostly on PR as a promotional tool. This fictional character doesn’t give a clear understanding of what many PR practitioners do everyday, such as researching, developing strategy and plans, media relations, crisis communication, as well as creating, maintaining and repairing relationships, among others.

Most importantly, PR practitioners are not all flaxen blonde women, running around in stilettos while talking on iPhones. I have red, curly hair and any good PR girl knows that you should wear flats when working an event anyway!

Granted, there are different niche PR practices and I am sure that each one showcases professionals with varying skills and traits. When it comes down to it, PR is really about communicating, building relationships and raising awareness to ultimately drive business growth for clients.

To help de-bunk some of the common misconceptions I run into about PR practitioners, I found an interesting and succinct online article from Suite101.com that discusses some of the top PR myths:

1. Myth: PR and Advertising are the Same

    Fact: PR is Persuasive, Communicated through Non-paid Third Parties

2. Myth: All PR Professionals are Publicists

    Fact: Comprehensive PR Campaigns Often Require Much More than Working with the Media

3. Myth: PR is Just about Sending Press Releases

    Fact: A Press Release is a PR Tool, Not a PR Strategy

4. Myth: PR Professionals Make up News or Distort the Truth

    Fact: PR Professionals Communicate Useful, Factual News to a Targeted Audience

Please take a few minutes to read the full article here: http://tinyurl.com/ydds7lf

Lindsey

Job Searches Can Have Happy Endings

I believe everyone has the potential to be excited about the place they work. Lucky for me, as the newest member of the ECPR staff, I am living proof that a job search can have a happy ending! 

While I don’t consider myself an expert on job hunting, I do have a pretty regular string of e-mails in my inbox from friends looking for tips on making their next career move a success. I’d like to think I developed this gift on my own, but it most likely comes from the myriad of jobs I’ve secured in the midst of graduate school and two cross-country moves. Over the past seven years, I’ve worked alongside extremely smart, professional communicators, and I don’t believe it’s just a coincidence. In fact, I think securing a job you’ll love requires a lot more than good luck.

Finding a job that capitalizes your expertise and your interests can start with identifying the places you’d like to volunteer. For me, the ECPR job lead came from volunteering at the Ronald McDonald House Charities of Austin and Central Texas. Yes, this route does require giving up some of your spare time, but it will broaden your horizons and give you a clear perspective on the type of work you’d enjoy. In fact, I’ve found volunteering and joining professional organizations as the most helpful routes for job searching. And, time and time again, these two avenues bring opportunities faster than any other search engine. To put it plainly, if you’re involved in projects you enjoy outside of work, you’ll be more fulfilled, and eventually you’re bound to run into someone who is like-minded and willing to help identify new opportunities with you.

Another tactic is to schedule short, informational and informal meetings with companies you have an interest in order to learn more about the organization while presenting yourself in a less threatening environment than an interview. That way, when it comes time to hire, your new contact can call on you as a potential new hire, and you’ve already completed the first round of interviews. As a general rule, anytime you meet the head of an organization, treat it as an interview, because you never know where it will lead.

After you’ve found an opportunity and you are ready to apply, don’t make foolish mistakes. When applying for a job, make sure you always follow directions. If the application asks you to fax something, send in your materials in the exact format they’re requesting, even if you’ve never used a fax machine before. Also, make your cover letter a bit more personal, tell the potential employer about any connections you might have to their organization, or tell a little anecdote about yourself or your experience. If you don’t make your application stand out, the employer will never know what you have to offer.

Overall, it’s a humbling process. Outside of interviewing, there are very few times in life when putting your best foot forward isn’t always enough. But, thankfully, when the right opportunity comes along, you’ll be thrilled by the offer and motivated to do your best work. Most importantly, if things aren’t quite working out right now, be patient and persistent. In my opinion, the right job is always worth the wait!

Good luck!

Jennie Whitaker