Wherefore art thou, Canadian media?

CTV cuts 118 jobs

Last night I attended an excellent evening hosted by Douglas business magazine in Victoria. Highlighting the Top 10 businesses to watch in Victoria, publishers also announced their new city lifestyle magazine YAM.

This is interesting news in challenging times. Earlier the same day, CTVglobemedia Inc. announced the layoffs of 118 staff at stations across Canada, including 18 at A Channel in Victoria. Just three months ago, Victoria’s other station, CHEK, layed off 19 staff and is for sale.

What’s the underlying story? Well at last night’s  event I ended up in the corner with a knot of local journalists and the subject naturally strayed to the current state of the media. It didn’t take much to agree that media is in decline, but we didn’t all agree on what’s next.

I fear newspapers are soon to be dead. Too bad, because I love spending weekend mornings in bed with a pot of tea and a stack of newspapers. But during the week, I depend on RSS feeds and my favourite news sites. Citizen journalists aren’t just a bunch of yahoos…many are professional journalists who are contributing to news sites as events unfold from around the world. This may be the new economic model, and the new social model. Heck, you’re reading a blog, aren’t you?

What does this mean for PR? More social media, yes, but we need to integrate these tools into other areas of PR. We also need to ensure that we remain accessible to ALL  people we need to consult and inform, otherwise our results are seriously skewed.

Finding Blogs Online

Tonight I had the honour of discussing social media with the great group of women who belong to the Victoria, BC chapter of e-Women.

My best analogy for social networking was doing what they already did so well in that room: gave each other leads, introduced each other to new members, and built their networks based on needs, knowledge and expertise.

If you are a woman in business, in a job, or looking for connections, look for an e-Women chapter near you. I was very impressed.

I promised I’d post a couple of great tools for finding blogs of interest. Here they are:

Technorati describes itself as “the leading blog search engine and most comprehensive source of information on the blogosphere…we index more than 1.5 million new blog posts in real time and introduce millions of readers to blog and social media content.” This is a great tool to search for the topics you are interested in.

Google Reader is another great way to search for blogs, and it allows you to bookmark or subscribe to your favourites. Rather than having to sort through tons of bookmarks in my Internet browser, I have them all in Google Reader and I can read all my fave blogs at once.

There are lots more tools – please feel free to post your favourites. If you were at the talk tonight and have any questions, post them here and I promise to answer.

Top five things clients can do to help their PR agency succeed

1. Keep your PR company informed of business developments, HR successes and just about everything else. They will likely see opportunities you may overlook.

2. Be upfront about your expectations for PR. What do you want your PR campaign to help you accomplish? This will ensure everyone is on the same page and working towards the same goals.

3. Understand that no PR campaign can be successful if it its claims are unfounded. A dishonest campaign, or one that “spins” the truth will only discredit your company.

4. Be open to new ideas and methods. A good PR firm will have reasons for their ideas and you should seriously consider them.

5. Understand that building or managing a company or product’s reputation takes time. Give your PR firm adequate time so they can do their work right.

Great books on social media

Hey there! Tonight I had a lot of fun speaking with PR students from Royal Roads University and University of Victoria at a CPRS student mixer called “Get Connected.” As well as me were three other PR pros – Katie Josephson, City of Victoria; Deidre Campbell, Tartan Group; and Marisa Adair, BC Public Affairs Bureau – and we had a great debate and discussion going about what it takes to be in PR, and probed the interesting and evolving world of social media.

I promised I’d post the name of two books I’m re-enjoying, so here they are to share.

The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting,
Viral Marketing and Online Media to Reach Buyers Directly, by David Meerman Scott

Marketing to the Social Web: How Digital Customer Communities Build Your Business, Larry Weber

I look forward to hearing from you about what books you’re reading. I also would be pleased to continue our discussion, “What is PR about these days?”

Social Media Embodies PR

I just read an interesting blog post by Richard Bailey, a university lecturer who teaches PR at Leeds Metropolitan University. Richard cites the the chapter “Survival of the Publicist,” in the book Naked Conversations by Robert Scoble, when he asks the question, “is social media killing PR?“

In my mind, PR at its highest and best invites two-way open communication with your stakeholders. This is no longer the age of “push” marketing—social media presents the opportunity to engage stakeholders and respond to their beliefs and opinions. Yes, it can be a little intimidating at first, but my clients are really excited about the results they are getting.

So if a publicist is pushing out information for the public to swallow, I hope social media does kill it. And if true PR is inviting open community engagement, then I say a resounding “No, social media is not killing PR; social media embodies PR!”

It takes more than a giant cheque

I’m often surprised by the lack of attention that companies give to their corporate social responsibility (CSR) programs. CSR can be powerful and energizing for a company but oftentimes, the investment isn’t being maximized to its full potential.

So how do you make your charitable efforts make sense financially and a sincere difference in the world?

First, you look at your company’s values and identify a cause you and your employees as passionate about. This will likely be a cause that relates to the work you do.

Then, you identify unique ways for your efforts to make a real difference. You do extensive research to find a service or organization that you believe in. Then, you decide how to support their efforts and maximize your contribution. It can be an annual cash donation, supplying goods, giving staff time off to volunteer or hosting a free event (all of which our client Townline has done this year). You can also consider setting up your own program, such as having your staff drop individualized milks off at a low-income school every Friday for the kindergarten classes.

Lastly, you promote your efforts. Some people hate this part, but it makes your employees and clients feel good about your company, and it encourages others to pull up their socks and give back too.

There are lots of reasons to have a program: corporate values, building your brand’s reputation, stakeholder benefits and sales (87% of consumers would switch from one brand to another if the other were associated with a good cause), to name a few. Through a strategic, meaningful and sincere corporate responsibility plan, you can maximize your contributions and see benefits from your actions.

I’m curious to know: Have you heard of a cool CRS program lately? What companies come to mind when you think of CSR?

So you want to be in PR…

People often ask me how to get into public relations. Here’s a summary of what I tell them:

Get an education. Being good with people or enjoying events isn’t enough. There are a lot of ways to get PR training, and I don’t want to promote one over the other. I’ve hired people with creative writing degrees, communication degrees, English Lit degrees, and PR certificates. Once you’re done, don’t stop. Lifelong learning is a requirement, and should be a passion, for PR professionals. Take courses – almost anything is relevant – as often as you can.

Polish your writing skills. Write, write, write and then write some more. Know the basics: style, structure and grammar; become a grammar nut; learn CP Style; and practice creative writing so you can create cheeky headlines and write compelling copy for websites and other marketing materials.

Read. Read the news, search the web, check out blogs. Know about local issues, national issues, what bestsellers are out and what makes compelling reading. If you don’t read, you can’t write.

Stay on top of current events and be a trend watcher. You’ve got to know what’s news to help people make the news.

Be a sponge. Learn everything about anything. Do you know a construction worker? Ask her or him about trends in the workforce, the different jobs on a site and absorb the terminology. A huge part of my job is learning about industries and issues so that I can help my clients communicate more effectively. The more you know, the more you have to draw on when you’re standing in front of the media or a boardroom.

Keep your skill set wide open. PR requires a diverse set of skills. Yesterday, I made a presentation to clients (public speaking), finalized a communication plan (strategizing), proofread marketing materials (editing), brainstormed slogans with my team (creativity) and reviewed the logistics of an event (detail-oriented). To be a good practitioner, you need to keep yourself well rounded. Don’t get caught up in having a specialty.

Volunteer. There are a lot of great organizations looking for communications help. Gain experience by volunteering for them, then put it on your resume.

Maintain a portfolio. Keep all those essays you stayed up all night writing. Lay out your best writing samples in a professional and creative way. Interviewers don’t want to just hear you say you’re a good writer. They want to see that you are.

Promote yourself. Your first job is to do your own PR. What are your potential employers looking for?  How can you make yourself standout?

Network. Get out there and meet people. Keep in touch with classmates and past colleagues. You never know who will lead you to your dream job.

Find a mentor. Make friends with someone who has been in the industry for a while.  They’ll be able to offer you advice, can be a reference for you and might even give you some good job leads.

Join a professional association. The Canadian Public Relations Society (CPRS) or Public Relations Society of America (PRSA) in the US are wonderful resources for networking, job leads, professional development, mentorship and more. If you are enrolled in a PR program, you can join for a student rate that more than pays for itself.

Please post your questions, and I’d be happy to answer them. And good luck!

Why cutting back on marketing in a bear market is bull

I won’t say the R word, but we all know these are shaky economic times. Doom and gloom financial reports are making people nervous, and consumers and companies alike are cutting back spending. During an economic slump, budget cutbacks are a necessity, but experts warn companies against lumping marketing, advertising and PR budgets into their “discretionary spending” category.  And for good reason: it’s harder than ever to maintain your client base and reach new customers. Now is not the time to let marketing fall by the wayside.

No matter what kind of business you are in, now is the time to communicate to your customers that you still have a service/product they want/need.  A strong brand will always put you ahead, and an economic downturn can even present an opportunity to outsmart your competition. Many of your competitors may be cutting back on their marketing expenses, leaving your brand to standout in the minds of wary consumers looking for high-value products and services. Now may be the time to re-vamp a tired brand.

Companies with strong brands have historically outdone their competitors, in strong and weak economies. A 1998 PIMS study showed that increased marketing spending during the last recession achieved an average return on capital employed of 4.3%, compared to 0.6% for those that maintained marketing spending, and -0.8% for those that cut spending.

Top five ideas for brand management in an economic downturn:

1. Just do it.  Nike did it during the economic slump in the early 90s.  Reebok didn’t.  Nike upped their marketing budget and created one of the most recognized brands in the world.  When’s the last time you bought a pair of Reeboks?
2. Through good times and bad.  Recessions go away.  A strong brand won’t.
3. Spend wisely.  Just like your customers, your business is looking for value. You need sound business reasoning on all of your investments. The right blend of marketing, advertising and PR can promote your brand and reach your target markets, keeping your business afloat during hard times. Savvy marketing is worth its weight in gold.
4.  Get smart. Pay attention to how your target market is reacting.  Have you noticed a decrease in business?  What can you do to increase customer confidence in your brand and increase brand awareness?
5. Get noticed. Don’t be a wallflower!  Hiding in the corner won’t bring in timid consumers. Reaching your target market with a brand that reflects the strength and uniqueness of your organization will.

May debates!

I can’t even begin to tell you my glee at the power of public voice and two-way communications in getting Elizabeth May of the Green Party into the leaders’ debates.

The website PR Ethics defines two-way communications:

James Grunig, one of the leading public relations scholars in the world, proposes his model of two-way, symmetrical communication as the best way to achieve ethical decisions. He bases his theory on the following assumptions:

• Collaboration, working jointly with others, is a key value in ethical decisions.
• The process of dialogue with different people allows for both listening and arguing.
• Not everyone will get what they want, but dialogue will lead to the most ethical outcome.

This approach requires the public relations practitioner to balance their role as advocate for their client with their role as social conscience.

The Green Party  launched a great social media campaign on September 7th, including blogs, You Tube posts, and a Facebook site dedicated to the topic which enlisted 6,084 members in a matter of days. My son, an avid Green canvasser, received an email with links to an online petition. Today’s Globe and Mail and several Canwest papers ran editorials asking what the big deal is. Canadians mobilized to be heard.

This morning first Jack Layton, then Stephen Harper and finally the network media consortium gave into public pressure. In 2007, public opinion polls showed 77% of Canadians favoured Green party inclusion  in  debates.

Does two-way communication in PR work? You bet. And my glee arises from the fact that good PR allows citizens a voice in their communities and the opportunity to shape their future.

In fact, I’d bet my APR on it. Thanks James Grunig.

National Post Launches Canadian Terrorism Campaign

Terrorism: /ˈtɛrəˌrɪzəm/ Pronunciation Key – Show Spelled Pronunciation[ter-uh-riz-uhm] – Show IPA Pronunciation– noun

1.	the use of violence and threats to intimidate or coerce, esp. for political purposes.

2.	the state of fear and submission produced by terrorism or terrorization

I received a phone call at Artemis PR & Design today and the conversation that followed went roughly like this:

Caller:    Hello Mrs Kerr? (sic)

Me:        Uh, yes.

Caller:    This is mumble, mumble from the National Post calling.

Me:        Oh, yes.

Caller:    Would you like to reinstate your subscription now?

Me:        No, thank you.

Caller:    Oh, well, when will you reinstate?

Me:        Thanks, but I’m not planning to renew.

Caller:    May I ask why not?

Me:        Well, we don’t need the paper version of your publication here at my business anymore.

Caller:    I see, well, you know with the northern advancement of the US Air Force and the lysteria outbreak spreading west, I’d think you would want to keep up on current events…

Me:    Good-bye.

What the heck? So if I don’t subscribe to the National Post, I’m going to be bombed by the US Air Force right after contracting listeria? Will this being happening anyway, or is the National Post going to send me these evil threats. (Sort of like when Time magazine sent me a calculator with a little solar clock. But much creepier.)

The Post’s tagline is A Better Read; more like You Better Read.

As if striking fear in my heart is the only way to sell their newspaper. It’s like newspaper terrorism. When I was the editor of a women’s magazine, we tried to boost subscriptions with contests and free books. Our subscription desk never threatened anyone with unibrows or varicose veins.

The National Post should be ashamed of supplying their telemarketers with scripts that contain this crap. It’s not selling; it’s just bad PR, crass marketing, offensive, rude, and a desperate attempt to sound relevant.

Kinda like its former chairman.