Elizabeth Christian & Associates Public Relations Blog

Glass Half Empty with Oil

Let me start this blog by saying—I’m no expert on the oil spill in the Gulf of Mexico. I am continuously learning more about the problem through news stories, and have tried to follow new developments through daily news updates. 

Many people are frustrated with how BP has addressed the problem—specifically, why is it taking so long to fix it? A number of failed attempts to stop the leak have caused the public to become increasingly disappointed with the situation.

It would be easy to harp on what BP has done wrong in the public relations area—it seems I would have plenty to blog about—but allow me to take a more objective approach to this situation and examine some of the things the company has done right, along with what needs improvement.

Glass Half Full: Staying in Front of the Media
BP executives have appeared on countless news shows. Just this week, BP’s Chief Operating Officer Doug Suttles appeared on three morning shows to deliver the latest update and acknowledge the public’s frustration. 

Those are things people need to see and hear—acknowledgement and humbleness. During a crisis of this kind, where a company has made a mistake and is trying to correct it, the public doesn’t want to see a talking head or be read a company statement. They want to identify the real people involved in the solution, and hear the plan directly from a decision maker’s mouth. The public wants to feel like their concerns are being heard and that the company knows there is a demand to do more.

Glass Half Empty: Transparency
Transparency is one of the hardest things to balance when you are in the middle of a crisis. In the beginning of the oil spill, more facts—and seemingly a deeper truth—spilled out as well. BP seemed to approach the problem optimistically at first, but may not have been as forthcoming to the potential dangers of what would happen if the initial plan didn’t work.

Even with the latest efforts, the company says it is 60 to 70 percent confident that the plan will contain the oil, but it’s hard not to believe the company is shooting in the dark at this point. Whether BP executives believe they are protecting the public by not creating more panic or outrage, it doesn’t do any good to not be completely forthcoming with the situation—especially in this day and age with 24-hour media and the high likelihood of the truth coming out eventually. (Just ask any number of the high-profile men who have had cheating scandals erupt around them.)

BP has said that the situation will improve, seemingly made promises to the public about solutions and even been misleading about how dire the situation is. In order for the public to trust you, you have to be upfront—even if you find yourself in a difficult and embarrassing situation.

Glass Half Full: Continuous Effort
I know the effort has fallen short of a solution, but let me explain this glass half-full section.

BP has made various attempts to stop the oil spill and has communicated its efforts to media and the public. The company has tried containment and a chemical dispersant, and will soon try a “top kill.” BP has publicly explained the plan every time it has taken a new approach.

The company has also pledged money to continue the Gulf cleanup even after the oil is contained, and has promised educational programs in the aftermath. It’s a hard line to walk when a company or person has created harm and money is promised as part of the solution. No, throwing money at the problem won’t solve it, but money will definitely be needed to rehabilitate the Gulf, and BP is the entity that will owe it.

Glass Half Empty: Tension Between BP and the Government
Whether or not you believe BP should bear sole responsibility to contain the spill, the open back and forth between the company and the federal government has not helped the public’s confidence. This tension has only been increased by political personalities and media coverage, but a more unified front between the government and BP would go a long way.

There was even a quote from White House Press Secretary Robert Gibbs who said the government was going to put its “boot on the throat of BP” to make sure they do all that’s necessary to contain the spill. Really? So the government is a middle school bully who hates the oil company and will beat it up to ensure that it does the right thing? That makes me uncomfortable. 

As a company or public figure, the trickiest time for public relations is when you are in the midst of the catastrophe or controversy. Every move you make will be scrutinized and people will be evaluating whether or not you are doing enough. It’s important to learn from past mistakes and be forthcoming with the public. Most importantly, public relations strategies must continue to evolve and adapt to the current situation.

-Levente Smith

Intern Investment

Last week, we said goodbye to another “round” of outstanding interns. This week, we are welcoming a new batch of future communication professionals to our firm.

Once again, I will be serving as an intern mentor. (This is the fourth time I have assumed this role.) At Elizabeth Christian and Associates Public Relations, staff members are matched with interns as a way to ensure that the interns have a meaningful experience during their time here.

As a mentor, my role is to make sure the interns are given the best opportunity to learn from their experience here by answering any questions they may have, providing feedback (about everything from their writing, professionalism, and even their attire), giving them career advice, and helping them with their resumes and such.

This is not something I’m required to do; rather, I do it because I see the potential benefit to both ECPR and its interns. For ECPR, interns can be a valuable resource if we invest the time to teach them properly. They can help us just as much as we can help them.

For interns, it is our hope that they will leave here with valuable public relations skills that they can use to build their careers. Whether they learn industry writing skills, observe media interviews or just pick up on the ins and outs of a PR agency office, it will give them insights they cannot gain by taking college courses alone.

If you look at the big picture, it also helps the communications industry as a whole. The only way to ensure this industry remains one of skill and integrity is for each of us to reach out to those who will be working in this profession before they begin their professional journey.

Read what some of our former interns have said about their experiences with us, as well as the wonderful things they have gone on to do!  Best of luck to our current interns, Sarah, Kate and Laura! Welcome aboard!

-Erin Ochoa

A Little Bit of Karma Goes a Long Way

One of my best friends, a newspaper reporter, once professed she does not like PR professionals. Seeing as I am one, I was curious, so I asked her why she felt that way.

After she made some general (vague) statements, I got her to fess up to the real reason: When she was on deadline, the agency that represented an important interview source would not return her calls. When she finally managed to reach a person at the agency two days later—a few hours before her deadline—the person said they were busy with a big event in their city and couldn’t help her right away. I’d be the first to admit that’s a pretty lame excuse.

You must treat reporters like you would treat your clients. If the CEO of one of your clients called you, would you say, “Hey, Mr. CEO, I’m busy with Austin City Limits or South By Southwest?” Client and media relations are nothing more than customer service to the extreme. Remember the people who received customer service recognitions back in the day when you worked at (insert restaurant/grocery store/retailer here)? You have to be that person times ten when dealing with your clients and the media.

I get giddy with excitement when a reporter calls or e-mails to say they would like to write a story about my client. You bet I’m going to stay in touch and see the article through to the end.

In short, the moral of the story is: Don’t flake on reporters. You pitched them a story, they agreed to write it and now you won’t return phone calls or e-mails? They won’t forget about that when you pitch them something else in the future.

A Thank You Goes a Long Way

I received the most beautiful flowers yesterday. No, they weren’t from my husband. They were from a graphic designer to whom I had recently referred a new client. The flowers made my day, brightening up an otherwise cloudy afternoon.

Each time I look at the arrangement sitting on my desk, I try to think of other potential clients I can refer to the thoughtful vendor who gave them to me. This is proof that a little thank you gesture goes a long way.

A thank you doesn’t have to be a gift; it can simply be a heartfelt, handwritten note. To help you get started, I’ve included some sample thank you messages below (courtesy of thank-you-note-examples-and-tips.com).

Thanks for the Gift

    Dear Allison:

    Thanks for remembering my birthday. You're a good friend. I just love the silk blouse. It's gorgeous, and the color is perfect! Every time I wear it, I'll think of you.

    Thanks so much for the lovely gift. I look forward to seeing you soon.   

    Love,

Thanks for Inviting Me  

    Dear Ann:

    Thank you for the delicious meal and interesting conversation at your lovely home last evening. The beef tenderloin was excellent, and Ryan still hasn't stopped raving over that yummy double chocolate cake you made.

    As always, we enjoyed being with the two of you. Let's do it again soon. Next time, I'll wear the chef's hat.

    Sincerely yours,

Thank you for the referral

    Dear Elizabeth:

    I appreciate your referring (name of lead) to me. I'll personally see to it that he is taken care of especially well. Many thanks for thinking of me.

    With warm regards,

A thank you doesn’t have to take much time and it doesn’t need to cost a lot of money, but it can make a positive impact on the person being thanked.

Is there someone that you can thank today?

-Kristin Marcum

Are you thinking of applying for an internship or a first job?

As application packets for summer intern candidates are beginning to come in, I’m reminded of a few suggestions:

1. If you are asked to submit a packet of materials, send in the requested packet as soon as possible. If you can’t provide something at the time that is requested, be sure to mention that in your cover letter and include when you will be able to send in the items.
2. Proof your written materials and then have someone else proof your work. If for some reason you need to handwrite something, use your very best penmanship.
3. Change the voicemail message on your phone to a more professional message. When you speak with a company representative, be as professional sounding as possible.
4. You will also want to be enthusiastic and appreciative of the call. There is nothing wrong with letting a call go to voicemail if you are not in a position to answer the phone. When you do call back, be sure to have your calendar handy.
5. Be sure you are clear on where and when your appointment will be and how many people will be interviewing you. If you are not familiar with the location, try to drive by prior to your appointment. And, allow enough time to get to your appointment. It’s also best not to arrive too early—five to ten minutes ahead of the appointment time is best. If you have extra time, wait in your car or building lobby and think about what you would like to say in your interview.
6. Be sure to dress professionally. If you are not sure what that means, then ask a trusted adult advisor. Jeans are still not considered professional in most settings. Depending on the corporate culture, I would strongly suggest you remove any unusual piercings and cover any tattoos. You can get a good feel of that by reviewing the company’s Web site to see how those employees are dressed. Do not bring parents, significant others, pets or children with you… even if they are going to wait in the lobby.
7. Research, research, research the firm and make sure you have 3-4 good questions to ask. And please remember, you should show the company staff members what you can do for them—don’t focus too directly on what the company can do for you.
8. Be up on current affairs, especially in the market you are looking for employment. If you are not reading the local newspaper and watching the local news, start now. This will familiarize you with your media market.
9. Bring enough resumes to give everyone. If writing samples have not been requested and you have some examples, then bring some with you to leave behind. Be sure you have followed all instructions thoroughly.
10. Once you leave the interview, send a handwritten thank you note to everyone involved in the interview. This goes a long way!
11. With all that being said, take a deep breath, have fun and let your personality shine through. You won’t always get the job, but hopefully you learned something in the process.

Remember, the deadline to apply for a summer internship at ECPR is April 12.

--Kathleen Smith

 

Teams Still Matter After High School

One of the most common questions I have heard in interviews is, “Do you work better in teams or as an individual?”

I always thought this was one of those trick questions—where there is no real answer; or maybe there is a double answer. I used to respond with the double answer option.

My response would typically be something such as, “I am definitely accountable for my own work and do very well in completing tasks on my own, but I also work well in teams and enjoy bouncing ideas off other people.” Occasionally, I would add another sentence or two to my sound bite—but I think I have really been missing the mark with this question. In a public relations agency, there IS a clear answer: I work well in teams.

Look, we all have to be accountable for the work we do. No one expects four people to sit in a room and write a press release collaboratively (although, I have completely rewritten a release with another person, by talking it through line by line). What these interviewers really want to say is: “Can you work in teams? Because we work in teams a lot and we hope you thrive in that environment.”

While the level of collaboration will change from agency to agency, unless you are a one-person shop, it is all about collaborative work.

I am ultimately responsible for everything produced for several clients, but in no way am I the only person who proofs press releases, knows about media coverage or comes up with story ideas. There is at least one other person who serves as a resource for ideas, provides opinions if needed and keeps me accountable for my writing and other projects. By having multiple people involved in the process, errors are less likely to slip by unnoticed.

Another reason many agencies work in team settings is to make sure the account is staffed even when the lead account person is away from the office. Someone else in the agency needs to be aware of all account activity so another team member can fill in temporarily, if needed. As we all know, news does not stop because we take a trip to Mexico. It is our responsibility as an agency to be able to fulfill our clients’ needs even when the lead is unavailable. 

This collaboration is how a well-oiled machine works—many different parts (the staff), with different job functions (the clients), working together to create a fully functioning machine (the agency and the work we produce). Even if they do not admit it openly, the most successful individuals had help along the way too.

-Levente Smith

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