Above All, Be Authentic

A story that resonates, and ultimately sells, has to be authentic at its core. I know this sounds like the most elementary statement, but my hands-on professional experience as both a public relations practitioner and a journalist has shown me that far too many in the communications industry are: 1) Willing to distort or disregard facts, 2) Not genuine or transparent.

The pressure to oversell and sensationalize is as high as it has ever been in today's highly competitive communications playground. And that means there is great value in being authentic. You don't need to have worked in public relations or journalism to know that anything not built on truth will eventually be exposed and fall apart. Sometimes it may take years, but whether it's a business that's caught red-handed posting fake reviews online, a news organization using unvetted sources, or sadly a marriage destroyed by the recent Ashley Madison hacking scandal, the bill always comes due. When I worked as a reporter there were certain PR people I immediately red-flagged and fast-tracked to the "ignore folder" because they were trying to sell me a narrative that was full of spin and flew in the face of actual facts. Sadly, some of these folks were in positions funded by taxpayers. Nowadays there is the occasional prospect who can't become a client because of their desire to take certain liberties with facts. Those experiences serve as reminders that image building cannot supplant authenticity. In "Where's My Fifteen Minutes" Howard Bragman writes that "most people think public relations is about puffery and exaggeration, but in fact, authenticity is the most important fundamental in public relations-and it is also the starting point."

Those who would claim that "sometimes you have to bend the truth a little" simply either aren't trying hard enough or don't have the creative know-how to persuade while remaining authentic. The truth is that every person or organization has a unique story, everyone has something they can do that no one else can. The key is being able to identify those traits and market them through eloquent storytelling that moves your target audience from intrigue to action. There doesn't just have to be one version of the story since facts can often support multiple vantage points and experiences. But all of those stories have to be grounded in authentic truth. The narrow road is not always easy, but it pays off over time.

The Donald Knows PR

A Mack truck running over everything in its path may be the best analogy when looking at Donald Trump's recent, and meteoric, rise in the polls. For several weeks now pundits and talking heads have been tracking Trump's every move, waiting for an implosion they thought would have already come by now. But as of this writing, Donald Trump remains the leading GOP presidential contender, and I can tell you right now it's not by blind luck or accident. The Donald is a master of the PR game, and he knows it very, very well.

For those of you who are hyper-political and/or ultra politically-correct, just go ahead and stop right here. This article isn't for you, and I want to save you the trouble of stewing in your own frustration. OK, good. For everyone else, there are some valuable public relations lessons you can file away from Trump's presidential run. This is an analysis, not an endorsement. It has nothing to do with whether or not you agree with his positions, his statements or the abrasive and unapologetic manner in which he expresses himself. Many political pundits are having a hard time comprehending why the narrative they believe should be unfolding keeps getting flipped on its head with every statement or carnival-like stunt  that Trump performs. They just don't get it, and it's largely because of the blinders of their own political ideology and the political culture they're immersed in. Yes, it's quite possible he may end up flaming out. But even if he does, it's clear Trump has tapped into something that could change the dynamics of how we expect our leaders to operate and govern, which bothers, and threatens, a lot of people. With that said, here are five key points that illustrate why Donald Trump has proven to be so effective in the arena of public relations:

1. Strong Brand Built On Storytelling: Success, wealth, achievement. These are the pillars of the Trump brand, which have been carefully crafted for decades by the Donald himself and those around him. The guy just doesn't build stuff, he builds colossal and magnificent stuff. And as most people know, he's perfectly fine with grabbing a bullhorn and letting everybody know about it it. Every story is tailored for the specific occasion, but it always goes back to what his brand stands for. In this case, the story is a presidential campaign about making America great again. We all relate to stories, and it always goes back to the story.
2.  Message Control: Staying on message is one of the hardest aspects of public relations, especially when the storms of crisis and controversy roll in. And this is where Trump truly excels. So how does he do it? Trump doesn't play defense, he just ups the assault and throws more haymakers when he himself is under attack. But make no mistake, it's not a wild, emotion-fueled barrage. Every "punch" always goes back to a key message point. After being called out by former Texas Gov. Rick Perry for his controversial remarks on John McCain's military service, Trump called attention to Perry's failure to act (allegedly) in protecting the Texas-Mexico border. A point hammered home time and again, quickly drawing the focus off of what Trump said and back to one of his cornerstone campaign issues. A bump in the polls quickly followed.
3.  Opportunistic Timing: Whether you're running a business or a political campaign, understanding when to lay low and when to pounce is critical. For several months, Jeb Bush was being hailed as the GOP frontrunner, content to let others jump in while he bided his time for the big announcement. Once it came, Jeb Bush would be front and center for at least a few days. But leave it to DT to let the air out of the balloon, correctly calculating that his announcement less than 24 hours later would "Trump"  the presumed frontrunner and cut off the usual attention and momentum that a presidential announcement creates. A brilliant strategic move that doesn't have to be confined just to the political realm. Opportunity isn't always convenient, but it's there for the taking.
4. Clearly Defining Differences: What makes your company, product, or candidacy different from everyone else? What can you do that no one else can? Before you capitalize on those assets, you have to dig deep and understand what you really bring to the table. For the Trump campaign it's pretty simple. Donald Trump doesn't talk, act or think like a politician, and most importantly, he's not a politician. Listen to the interviews. It's "me" and "them". "They debate" and "I act". Regardless of your political allegiance, it's not a good time to be a politician right now, and Trump instinctively understands that. You don't have to go on a Trump-style offensive to be effective in defining important differences, but it's important to do so in whatever competitive environment you find yourself in.
5. Authenticity: Donald Trump is who he is, and makes no apologies for it. He says what many others only think but are too afraid to say, and that simple detail alone differentiates him from most of the other candidates who are from political backgrounds. Consumers, or voters, will never buy what you're selling if they don't believe you are genuine. We can allow ourselves to be persuaded, even entertained, but we don't want to be lied to. Strong leaders who take a stand, and hopefully stand for the right thing, are increasingly rare in a political environment where waffling,double-talk and lack of follow-through are now the norm. It's why millions of Americans no longer vote anymore. Love him or hate him, Donald Trump does not have the fear of man and is not bound by political correctness. That's where he is striking a chord with a lot of people, and he's using tried and tested PR tools to get the job done.

Survey: Traditional Media Trumps Social Media, Advertising For Biz Campaigns

There is no denying the growing power and role that social media sites are obtaining in the business world, with CEO's and communications executives spending an increasing amount of time and money staying on top of the latest algorithms and formulas that determine who views their products and services. But amid the frenzy over Facebook, Twitter, and the rest of the gang comes this new report which reveals that traditional media outlets still hold the heavyweight championship belt when it comes to influencing purchase decisions and business outcomes.

For some, the results may be more than a bit surprising given the recent proliferation of consultants and social media "gurus" who have pushed the idea that SM is the end-all, be-all strategy because they happened to attend a conference on engagement or took an online course covering hashtags. The truth is the social media world remains a completely unregulated arena where just about anyone with a Facebook account or Twitter handle can claim to be an "expert". And therein lies some insight for the numbers in this new survey. Make no mistake, being active on social media is a critical component of any solid public relations campaign. But it's just one of many moving wheels, with the credibility that comes from earned media coverage still the biggest force that can drive prospects toward a brand or cause. A few thoughts on the survey:

• It's no secret that public perception, and more specifically public trust, of traditional media outlets has gone downhill in recent years. But even the fiercest critics still understand that most journalists have credentials and a level of training that lends them an authoritative voice on certain issues. By and large, this kind of professional experience is mostly absent among the majority of people and companies who publish and promote social media content. More consumers than ever now subscribe to social media, but they are savvy enough to distinguish among the credentials of the messenger. It's why traditional media remains the most influential source, a fact business owners and executives should take note of.

• The survey also finds that company-driven news is the least-influential across the board. Why you may ask? We covered that question in detail here earlier this summer, but the short-answer is that the news media tends to care much more about what's going on in your industry than they do about the magnificent widget you just produced. There are always exceptions to the rule of course. But if you focus on trends and current events you'll find your way to the headlines quicker.

• Traditional media may have the most influence, but by a slim margin the folks who work at those media outlets now rely on social media more for their news consumption than they do their own newspaper, TV or radio employers. A contradiction? No, it just means that social media now serves as the dominant doorway for where journalists, and consumers, go to stay informed. The lesson learned here is that it's paramount for businesses who have obtained any kind of news coverage to immediately post those links on Facebook, Twitter, YouTube, etc. When  you capitalize on the coverage by riding the social media wave you just may exponentially increase sales.

Fourth of July Edition: Patriotic & PR-Savvy Brands

Fireworks, barbecues, and a healthy dose of the red, white and blue. Yes, this coming weekend is one of our favorites on the calendar, which many of you unconsciously associate with products and companies that have managed to create the coveted "All-American" image.

This interesting new survey shows which brands U.S. consumers consider the most patriotic. Hint: It's not all about the "Made in U.S.A." label! Rather, these are organizations that have excelled in the kind of storytelling that generates an emotional connection in the hearts and minds of consumers. They understand the innate human desire to be part of a larger group, especially one that fosters a sense of tradition, national pride and American dreaming. We've selected three from this list that are not only patriotic, but have also consistently demonstrated the ability to be PR-savvy whether the chips are up or down. If you have goals of making it big, you may learn some valuable insight from those organizations who've already done it:

1)Coca-Cola-They actually check in at No. 2 on this year's patriotic survey, but make no mistake, Coke is the king of storytelling on all media platforms. The company with the famous red can has placed itself everywhere and done seemingly everything. Santa Claus may not be exclusive to the U.S., but few images are more All-American than the one of a jolly and plump Saint Nick that Coke can lay claim to. When our troops were overseas fighting for freedom and winning World War Two, Coca-Cola was there giving them pure refreshment. Fast-forward to the much more recent "Share a Coke" marketing campaign that brilliantly capitalized on individual targeting and connection, gaining millions of new fans and customers in the process. No shortage of ensuing press coverage. And Coke is just as competent in the PR arena, demonstrated by one of their greatest moments when they appeared to be on the ropes against Pepsi after the "New Coke" debacle in 1985. The company's top executives refused to make excuses, preferring to put out the fire by owning their mistakes. Americans love two things: 1.Forgiveness 2.A comeback story. Coca-Cola got both, and by the time the 90's rolled around they were firmly in charge again. Their ability to adeptly handle the more recent tricky press coverage on potential bans for some sugary ingredients is another example of their strong media game.

2)Levi Strauss-Gritty, hard work is what America was built on, and apparently many people were wearing a pair of Levi's while doing so. When a company can correlate those patriotic staples with its own mission statement, Levi Strauss is the result. The emotional connection was established, and consumers literally bought into the Levi brand. They've run a ton of great PR campaigns over the years, including one that made not washing your jeans not just cool, but also environmentally friendly. Broadcast and print outlets ate it up. Another memorable campaign from 2008 featuring hipsters back-flipping into their jeans also created buzz, showcasing the creatively unique element that's always needed to foster media attention. Whether you're a hipster, mom on the go or a blue-collar guy, Levi has demonstrated an ability to connect on many different levels.

3)Major League Baseball-Few things are more Fourth of July than a hot dog, cold beer and nine innings between the lines. Look, we know it's been decades since baseball was truly the national pastime. The NFL passed it in popularity long ago, and hasn't looked back. But anyone who's been paying attention to MLB's radar recently knows that America's game is on the up again. The annual Harris Poll shows that pro baseball's popularity moved up again this year, distancing itself from the NBA and narrowing the gap with the NFL. There's been record-breaking voting for the All-Star game this year, and social media engagement by all 30 teams is skyrocketing thanks to content publication that focuses on individual stories and creative videos. Executives are also paying attention to the fan outcry over games that were going well over 3 hours, creating rules to shorten them up back to levels seen in the 50's and 60's. It's a work in progress. No one is saying that baseball will ever retake it's former place on the U.S. sports throne, but it's rapid decline and predictions of extinction have been exaggerated. Baseball may just be on the way back.

Want To Be Noticed? 3 Tips For Getting On the News Coverage Radar

A lot of businesses we talk with would like to have their products and services profiled in some kind of media outlet. And who can blame them? The audience reach and credibility factor that accompanies earned media coverage usually trumps even the most brilliant marketing and advertising campaigns. But how to garner that news coverage is the question that stumps many business owners and executives.

The three tips below are basic starting points for laying the groundwork on a solid public relations campaign that includes news coverage as one of the primary goals. We recommend finding someone with a solid PR understanding and background to really develop these areas, whether it's a communications professional you hire within your organization or outside help from a public relations firm. But just having the knowledge will start moving you closer to a goal that could ultimately take your organization to the next level:

1)Get Outside The Details Of Your Own Business...and start thinking industry-wide. Let's just get this out of the way right now. Many owners and executives believe the latest product, hire or event they're running is ultra-important and worthy of coverage by every newspaper and tv/radio station in town. But more often than not, what's important to these business leaders is of little to no importance in the news media, and more importantly, their audiences. A company official may have written an email to a newsroom or called a television station requesting coverage of their event, then are surprised, or even offended, when not a single reporter, writer or camera crew shows up. The issue is these organizations simply do not understand the tenets of news coverage and appeal. Does whatever you are offering truly have mass appeal to an audience that ranges well beyond the people in your organization and it's customer base? Is there anything timely about your proposed story that fits into the broader context of current events? Why should I care?

Here's a much better approach to get the bees to your honey: Become an expert in what's going on in your industry, and start thinking about how you can leverage that knowledge to position yourself as an expert to the media. It's not necessarily about the details of what's happening in your own company, but you can still attract attention to it indirectly by becoming a thought leader. Do you run a daycare or pre-K? There's no shortage of story material regarding current funding levels in state and local government and how it could impact preschool growth. Are you an attorney? I'll tell you right now that journalists are always looking for some kind of legal expert, especially when the attorneys who are directly tied to a case cannot comment for legal reasons. Hello Supreme Court decisions. Or maybe you run a small, family-owned business. Stories I successfully pitched and covered as a reporter in that arena included summer employment for teens, crowdfunding initiatives and health insurance options. One of the non-profits we recently worked with was able to tie in a state budget battle as a tie-in for a unique drug and substance abuse recovery program they oversee.

2)Create Tangible Content To Push Ideas...that will develop and support your goal of becoming a "go-to" industry source. Think blogs, op-eds, timely social media posts, events centered around a current industry trend or theme. These are platforms to push ideas that are of interest to media outlets. As you continue to produce this content, people will start taking notice. A reporter or editor may not initially see it, but someone they know very well could and pass along. Yep, it's going to take some of your time, and the payoff will almost certainly not be immediate. But it should be a priority. A lack of visibility is one of the primary obstacles most businesses face when launching a public relations campaign, and these are tools that will start addressing that area. Related to this, be sure to show up at events and be engaged in your community. Events and outreaches are great venues to let people know what you're up to, and you just may run into a key decision-maker who can connect you with the media.

3)Make Accessibility A Top Priority After making an investment in steps one and two, you have now finally showed up on a media outlet's radar. And there's no quicker way to sabotage all of your hard work by not being available when the media requests your time. You simply must be available on the media's timetable if you truly want the coveted coverage you've been seeking. Prepare to be inconvenienced and have to rearrange your to-do list. We are always upfront with potential clients on this item before entering into an agreement, and those who cannot commit to being accessible, or will only be accessible under certain conditions they define, are simply not a good fit for our firm. That's because we understand the dynamics of media relations from our own experience in the news business, and we know that those individuals or organizations that brush off requests hinder their own efforts by wasting the time of deadline-oriented journalists. These are two-way relationships that should be cultivated and handled with care like any other business contact in your professional network. Yes, there are some occasions where you can plan a story days or (rarely) weeks in advance. But more often than not, you will have just a few hours notice for an interview request that may not necessarily be directly related to your own business. See the big picture and seize the moment. Unless you're dealing with a legitimate family emergency or are five states away you've got to play ball. And here's a dirty little secret: Those dinky little announcements and events we referenced under step one can still garner media coverage sometimes if the organization behind them has proven to be a reliable partner in a time of need for a station, newspaper or other outlet. Those who master the art of being accessible will almost always see a big ROI on their campaigns.

To Pay Or Not Pay: Weighing PR For Your Business

You've hit the ground running and are just starting to see the fruits of your labor. Or maybe you've run your own business for several years, but want to ratchet up your exposure and visibility so your company can hit the next level. We're working with clients on both sides of the spectrum right now, but regardless of where an individual business may be, the question is always the same: How do I know if now is the time to pay for outside communications help?

Let me preface the answer by saying that we're a big believer in "doing it yourself" to save time and money, provided you can do it *effectively*. Unfortunately, a lot of business owners fail to see or admit that they just don't have the know-how and experience to be effective in their communications and outreach strategy. Sometimes it's pride, sometimes it's lack of awareness, often it's a desire to pinch pennies. Usually it's some combination of the three. Let's be honest, when you're juggling so many different balls at the same time, how many of those categories can you really claim to be an authoritative expert on?

When you're swinging and whiffing on public relations the consequences are two-fold: 1). You're failing to capitalize on PR opportunities that would exponentially grow your business because you're not able to identify or manage those opportunities (loss of new sales), 2). You botch communications and trip all over yourself when trying to handle a crisis and/or negative coverage, causing irreparable reputation damage (loss of existing sales). It's the classic adage of initially saving money up front only to take the big blow later on because you weren't willing to spend the money when you needed to.

So back to the original question. I'll answer it by having you answer the following key questions (yes, I'm an ex-reporter) : Do you know how to spot a story in time and get to the front of the line before it's old news in a couple of hours while also tying it back to your own business? Do you know which outlets would be best to reach out to? Can you tailor the message in a news story, community event or informal networking session to best reach your target audience? Do you understand social media and SEO? Do you have relationships with the critical movers and shakers in your community who can you utilize their networks to help you accomplish your goals? Do you even know who those people are?

No shame at all in answering no to any or all of those questions (if you claim yes on all of them I would like to schedule you for a job interview). Look, I can't find hidden tax breaks, perform a root canal or create a top of the line logo. That's why I hire an accountant, dentist or graphic designer. Make no mistake, credentials and experience count. Big-time. Especially with your business.

We have the ability to implement a strategy that will tell your story the right way to the right audience on the biggest stages possible. We understand small business budgets, and know how to create a highly effective communications plan at a cost for less than what you would pay for a full-time communications staffer. You wouldn't skimp on a root canal or maximized tax refund, so why would you do it with a sales engine that's as vital as communications and PR? Like the old cliche goes, you will eventually have to spend money to make money, and you really do get what you pay (or don't pay) for. Take a close look at where your PR strategy currently stands, and be willing to make a change that's ultimately best for the business you've worked so hard to build.

Baltimore: Own Mistakes To Avoid Fires

As the city of Baltimore descended into chaos and lawlessness earlier this week, many fingers immediately pointed to Mayor Stephanie Rawlings-Blake. Several of you have probably already seen this video by now, where the mayor clearly and unequivocally stated that she had directed Baltimore police officers to "give those who wished to destroy space to do that."

Ouch, bam, thud. The bewildering remark was never walked back or corrected in the immediate aftermath, an obvious PR blunder on full display on the national stage. This was bad enough, but Mayor Rawlings-Blake multiplied her troubles by doubling down on the remark. The day after, her press office issued a statement claiming the mayor had been misunderstood. "The mayor is not saying that she asked police to give space to people who sought to create violence. Any suggestion otherwise would be a misinterpretation of her statement." Huh? But the knockout blow came on Monday, where the now reeling mayor accused the media of creating a "very blatant mischaracterization of my words" before going on to claim that she never said what she actually said, despite a roomful of reporters who heard her say those very words just 48 hours earlier. Walking out on a live CNN interview later on was the cherry on top for a day that should have ended with the immediate firing for anyone who was advising her.

I'll leave opinion on the mayor's actual policies and their effectiveness, or ineffectiveness, to someone else. The lesson to be focused on here is public relations strategy, and what to do when a politician, business leader, athlete or anyone else in the public eye says something wrong, offensive, and/or just plain stupid. Lying, denying, blaming or any kind of combo to form a bizarre explanation? No, no, no and definitely no. Hello, Lance Armstrong, Paula Deen and anyone else left behind in the junkyard of former notable personalities. This isn't just for individuals, but organizations too. Exhibit A: Mountain Dew accusing a customer of lying after he found a dead mouse in his drink in 2009, insisting the soda would have dissolved the mouse's corpse into jelly. Apparently, the brains of the company also dissolved into jelly that day.

So what should you do if you are that notable personality or organization, or you're advising them? Here's a novel concept: The truth, the whole truth, and nothing but the truth. "But I/we/they will take a hit!" Hey genius, you already took a hit when you opened your mouth and said the wrong thing. I know that may sound harsh to some, but once the initial mistake has been made, it's about damage control, not damage avoidance. The key is to keep it at mistake, singular, instead of having a pile-up of errors and ensuing media circus. Take full responsibility for what you said or did, admit the error of your ways, and apologize to anyone who may have been hurt. This is about nipping things in the bud and dealing with adversity head-on. In the instance of Mayor Rawlings-Blake , she could have come out later the same day and said "Hey, I need to clarify something I said earlier. After reviewing my words, it's clear the message I mistakenly sent was that we would let rioters have their "space". So let me now be perfectly clear by stating there will be absolutely zero tolerance for anyone destroying property. None, nill, not going to happen. Hope this clears things up." So much trouble avoided by a simple 15 second statement.

Americans are generally quick to forgive. We relate and connect our own personal story to others who have tripped or fallen, even deeply, because we too have all failed at some point. Yet you will consistently find that no one wants to consciously connect to someone who lies, covers up or tries to set someone else up for the fall after the initial mistake or misstep. Customers, fans and voters will simply walk away and move on, never to return. The wounds were self-inflicted, and usually fatal. Don't be that person or organization. Be a truth-teller, be quick to clean-up and make things right, and know that one mistake, even one that's painfully public and embarrassing, is not the end. It's not just good business, it's the right thing to do.