Posts Tagged ‘Mary Beth West Consulting’

Reflections on My Internship Experience

Thursday, June 17th, 2010

By Allison Fulmer

For anybody, stepping outside of a comfort zone is one of the toughest challenges that people face.  For college graduates like me, stepping out of a comfort zone is dreaded, but inevitable, as we finish our last days of classes and enter the scary world called the workforce.  

Before working at Mary Beth West Consulting, I had little to no “real world” experience.  I am a public relations major, but everything that I had done in the past was in the classroom under the careful watch of my professor.  In fact, before working here, the only “work” I had done was that of a student-athlete, which consisted of me constantly training for my sport.  Unfortunately, I did not have much time to network and get interview experience as I would have liked. 

Needless to say, I was very excited but very nervous when it was time for me to start this job.  Looking back, I could not have predicted just how much this internship has helped me.

I first heard about this internship opportunity through a friend who had worked here previously.  She was consistently informing me of the great work experience and atmosphere that Mary Beth West provided for her; needless to say, she was right.

When I was accepted to be the new intern, Mallorie Mendence, the internship coordinator, kept in full contact with me, sending me information that I would need to know about our clients.  She also made it clear that she was available for any questions that I had and immediately noted that she had full confidence in my ability to be a successful intern. 

When my first day approached, there was no hesitation in putting me right to work.  I was informed later that I arrived during a very busy week, but I appreciated how they treated me as part of their team from the first day.  I also appreciated how the entire staff was willing to help me build my portfolio as they would pass down assignments they knew would benefit my portfolio.  Four months later, I have more confidence, better writing skills, a greater understanding of the world of PR and a portfolio that has grown tremendously.

As my time here has come to a close, I would not change my experience for anything in the world.  Mary Beth West Consulting has given me the confidence I needed and has guided me to the right path toward becoming a successful young professional.  It has allowed me to take on new challenges and tasks and be successful.  

I know leaving here I have not only gained great contacts but also friends who are willing to help me whenever I need it.  It was not until working here that I realized how important it is for college students to take an internship position.  Internships without a doubt help better the transition from being a student to becoming a young professional.  Thank you Mary Beth West Consulting; I hope to see you in the future!

Putting the “Relations” Back into Media Relations

Tuesday, May 25th, 2010

    By Amy Schwinge

We hope you have found our blogs focusing on media relations for the month of May useful and interesting.

Not trying to toot our own horn (well, maybe a little), the team at Mary Beth West Consulting is honored to have received multiple awards from the Public Relations Society of America this spring, including several for media relations and related strategic communications tools.

I thought I would share a little background on what we did to receive some of these recognitions, particularly with respect to managing media relationships effectively.

As a first example, we kicked off our public awareness campaign for the Blount Education Initiative (BEI) with a news conference.  On that front, make sure you have content to support inviting media to a news conference.  In this day and time of limited budgets and resources, the last thing you want to do is ask a journalist to leave the office for a news conference if what you have to share could be sent via an e-mail. 

The BEI news conference was appropriate, because we had newsworthy – and rather detailed, statistics-driven information – to share, along with introductions of the leaders driving BEI’s mission to make education the local community’s top priority.  We released compelling results of a new survey outlining current perceptions as related to education and quality of life for the area.  We also introduced the media to the “faces” of the Blount Education Initiative as they explained the reason and need for BEI’s existence along with a summary of BEI’s strategic plan.  This news conference also allowed us to meet many of the journalists face to face with whom we would be working during the public awareness campaign.

For LeConte Wealth Management, we met with members of the media individually whenever possible to introduce and recommend LeConte as financial experts on a host of topics and advocates for financial literacy.  We also shared numerous consumer finance issues-driven news releases to spread the word.

As a third example, we had a dual strategic plan for national publications and local coverage for Todd Richesin Interiors, and we didn’t have the luxury of meeting the national media face to face.  In order to cut through the clutter of other media pitches received by such publications as Traditional Home and House Beautiful, we launched our relationship building with editorial decision makers by carefully ascertaining what specific types of projects and design personalities they were covering and queried them on both subject matter and information-receipt preferences they found useful.  We then sent photo-intensive information kits about Todd and his work, including written “case study” profiles of his work style and individual approach for each project.  We were able to forge relationships with local media and national publications alike, resulting in Todd receiving a great deal of local and national coverage, such as:

  • An eleven-page spread highlighting one of Todd’s projects in Key West, Fla., in Traditional Home (June/July 2010 issue)
  • Traditional  Home (March 2010 issue): “20 Young Designers to Watch”
  • House Beautiful (December/January 2010 issue): “Next Wave of Top 20 Designers”

Collectively, these examples show that each client is different, so a different media relations approach is warranted for each.  Don’t try cookie-cutter formulas; they don’t work.  Remember, it is called media “relations” for a reason; you must take the time and effort to establish genuine relationships with your media contacts, focused with their own audiences in mind.

Media Relations: What Works (Part 2)

Tuesday, May 18th, 2010

Tyra Haag--Resize small    By Tyra Haag

To continue last week’s recommendations for managing a strong media relations program, consider the following additional points:

-Understand media outlets’ decision-making:

  • If your story doesn’t air or get printed on the day they say it will, gently find out what happened and determine if there is an alternate plan for it to be carried. 
  • If a reporter or outlet has committed to attending your event, but doesn’t show up, find out why, but don’t behave in a blatantly upset manner. All newsrooms have a “board” of what they plan to cover that day—sometimes particular events or stories make the chopping block due to last-minute scheduling changes, breaking news or even crisis events that take precedence.
  • Every paper and TV station can’t cover every story you pitch, so don’t play your hand too much.

-Come prepared:

  • Have a media kit ready at all events, and always be on time.
  • Prepare talking points for your client, CEO or other spokesperson well before an interview, and if needed, run through a practice session or two to help that person prepare for on-air / on-the-record interviews, particularly if the subject matter is complicated or sensitive.
  • Be known for your good follow-through—return each and every phone call or e-mail in a timely manner.

-Be social:

  • According to the latest Infinite Dial study by Arbitron and Edison Research, the Internet has surpassed TV as the “most essential” medium.
  • All news outlets and most media personalities use Facebook and Twitter daily. Request to be their friend and start following them on Twitter. Pay attention to what they discuss and how they cover certain situations.
  • Give kudos when you really mean it, especially if a story has affected you in a certain way, but be sincere about it. Brown-nosing is not the way to keep in touch.

-Be a resource:

  • Send non-client related info when appropriate if you think it’s newsworthy.
  • If someone from the media calls asking about another organization in the area that isn’t your client, be helpful and guide them to the appropriate contact. 

-Show your appreciation:

  • A card, cookies or a lunch date are great ways to show your gratitude.
  • Accompany clients to interviews (when appropriate) to get some quality face-time and to inquire on whether or not anything else is needed.
  • Remember to thank them for covering your story.

In a nutshell, any organization’s relationship with the media is not a one-way street. You must give in order to receive, or as Jerry McGuire implored, “Help me, help you!”

Media Relations: What Works (Part 1)

Tuesday, May 11th, 2010

By Tyra Haag

Engaging the media in an appropriate way leads to a stronger working relationship—not to mention gaining fair and positive coverage from time to time.  In the constantly evolving media landscape, being a media relations pro means more than just knowing how to write a good news release.  Here are a few insights I’ve learned along the way.

-Listen to what they want:

  • If one media outlet prefers harder news, don’t bother them with purely feature-oriented material. 
  • The most courteous question to ask a reporter, assignment editor or news director is when to contact them—i.e. day of the week, time of day, etc. Daily morning and afternoon meetings are always set in stone, so find out what times those occur so that you can avoid contacting them at an inopportune time.
  • Several media folks rely on news releases and advisories sent via e-mail. Long gone are the days of faxing a release (although most outlets still allow you to communicate this way). Most also prefer that a release be sent in the body of the e-mail rather than as an attachment to avoid your message getting spammed.
  • Keep releases one to two pages in length and advisories to a page or less.  Create a substantive “hook” for the subject line and make the first paragraph interesting enough to keep them reading.  Editors receive hundreds (or more) announcements, pitches, news releases and advisories a day. Make yours grab their attention.

-Find out what frustrates them:

  • Nothing seems to aggravate newsroom professionals more than a product placement disguised as a news pitch. Advertorials and news releases don’t mix, so don’t confuse the two.  Also, include a human element to your pitch or release when possible.
  • Show sensitivity to media outlets’ competitive concerns relative to other media. Don’t expect the media to care about you or your clients if you aren’t even familiar enough with who they are as a news organization and what kinds of audiences they specifically serve.
  • Admit if you’ve made a mistake and move on—no sense in dwelling on what might have been.
  • Any media outlet’s goal is to cover news and generate content that their own audiences will find of keen interest, so if your story isn’t newsworthy, don’t expect them to cover it.
  • Avoid asking for too much during “sweeps” months—lunch date, station tour, etc.

-Do your homework:

  • Get on the radar screen of reporters who cover the “beats” or topics from which your clients have their own stories to tell.
  • Don’t blindly e-mail blast releases.  Make well thought-out pitches and send news releases and advisories to the appropriate contact; otherwise, get ready to be “blocked” from their e-mail list or risk your message getting deleted immediately without even being opened.
  • If an organization is hosting a “Media Training,” make every effort to attend. These forums provide a great way to gain knowledge directly from the source and meet the expert panelists.

Productive media relations require give and take – and it’s critical to take that process seriously. Be sure to check out next week’s blog post for more tips on what works in media relations.

As Earth Day Approaches, Remember the Environment

Tuesday, April 20th, 2010

By Allison Fulmer, Spring Intern—Mary Beth West Consulting, LLC

As I was driving to work this morning, I could not help but notice all of the beautiful purple, green and pink colors that Mother Nature has given us in Maryville, Tenn.  The dogwoods and flowers are blooming, and springtime is finally here.

With all of the colors and scenery to be thankful for, we need to remember to take care of our environment.  Earth Day is Thursday, April 22, and all of us should think about how to keep our community green for future generations to enjoy.

Since my first day here at Mary Beth West Consulting, I have been shown several ways our agency practices green habits.  We recycle our scrap paper, ink cartridges, newspapers and card board boxes.  We also turn off the lights when we leave the office for the day.  Even though we try to help our environment any way we can, I wanted to learn other ways to support Earth Day and educate myself on even more eco-friendly business practices.

There are many trouble-free tips any business can implement. Visit the  ENERGY STAR®  Web site for environmentally and business-savvy tips:

1. Turn off equipment, such as computers and copiers, at the end of the day.  This habit can save almost 50 percent more energy.

2. If possible, communicate through e-mail, and do not print if it is unnecessary.

3. Use recycled paper, and print on both sides if you can.

4. Bring a coffee mug to work for your beverages (Styrofoam cups are not eco-friendly, so eliminate the use of them as much as possible)

5. Use ENERGY STAR®  certified equipment; this will ensure that you are using the most cost- and energy-efficient products.

Being environmentally friendly doesn’t require a huge effort; it mostly requires us to think outside the box on what is best for our beautiful community and world.  As we step up and do our part, we’ll realize that being eco-friendly not only helps our environment, but it also saves businesses money.

For Earth Day, I am hopeful that we not only practice good habits in April, but that we make these habits permanent.  I would love to hear how your business contributes to sustaining our environment. Happy Earth Day!

Mary Beth West Consulting Wins Multiple Awards from Public Relations Society of America

Friday, April 16th, 2010

Maryville, Tenn. Mary Beth West Consulting, LLC, a public relations and reputation management firm in Maryville, Tenn., won multiple top honors at the annual awards dinner of the Public Relations Society of America (PRSA) Volunteer Chapter on April 15 at the Clayton Center for the Arts.

The event also honored Mallorie Mendence – senior account service coordinator at Mary Beth West Consulting and a Maryville native – with the PRSA Rising Young Professional Award, which recognizes an outstanding public relations professional in East Tennessee who has worked for six years or less in the field.

The agency won public relations campaign “Award of Excellence” honors in the public service category for its Blount Education Initiative Public Awareness Campaign and in the marketing consumer services—financial category for its LeConte Wealth Management Marketing Campaign.

The firm’s work producing strategic communications tools also received “Award of Excellence” honors in five areas:  non-profit media relations for the Blount Education Initiative; consumer services media relations for LeConte Wealth Management; media kit development in the service category for Todd Richesin Interiors; press conference implementation for the Blount Education Initiative; and external web site development for Blount Education Initiative.

The web site award was shared by the agency with Knoxville-based interactive firm Blue Media Boutique, which together with Mary Beth West Consulting launched Interactive Springboard in early 2010 to formalize the firms’ collaboration in online and social media strategy research, reputation management and measurement. 

In addition, Mary Beth West Consulting won four “Award of Quality” honors for several news releases and media relations campaigns.

“For me, one of the most rewarding parts of managing this firm has been building a team of professionals who share high values for producing great work that meets clients’ business objectives and also serving the public in meaningful ways,” said agency principal Mary Beth West.  “I’m proud of my team, and I’m also appreciative of the clients we’ve been privileged to serve.”

Mendence – a graduate of Maryville High School – joined Mary Beth West Consulting in December 2007, following her graduation with honors from Berry College in Rome, Ga., with a degree in public relations, as well as completion of a summer internship with Mary Beth West and other practicum experience. 

In her position with the firm, Mendence works with the account team to coordinate campaigns for agency clients.  She serves on the board of directors of Maryville City Schools Foundation and is a past board member of the Community Food Connection. 

Established in 2003 and located in the Law Building in downtown Maryville, Mary Beth West Consulting works with clients to advance their communications, relationships and reputations to meet business objectives. 

The firm’s services include integrated brand marketing communications strategies and campaigns; media, community and employee relations programs; social and interactive media strategies and program management; crisis preparedness; and special events.

The PR Impact of “Externalities”

Tuesday, April 13th, 2010

By Mary Beth West, APR

The current issue of Harvard Business Review features as its cover article, “The Big Idea: Leadership in the Age of Transparency.”  In it, Christopher Meyer and Julia Kirby delve into the issues of managing “externalities,” defined by economists as “the side effects – or, in the positive case, the spillover effects – of a business’s operations.”  

An example of an externality as cited in the article: “A smokestack in Akron may send particulates into the air that descend on farmlands downwind, but in the absence of any measurement of those, the factory isn’t charged for ensuing crop damage.”

Of course, we all know that the company may not be charged a monetary fine by a government agency (yet), but if the matter is brought to public attention, there can be an even higher price to pay.

In public relations, we are confronted every day with managing the reputation and relationship impacts of our employers’ and clients’ externalities.  In more cases than not, we are called upon to mitigate negative outcomes.  And as the Harvard Business Review article title suggests, we operate in an age of transparency wherein every negative externality is in full public view and subject to vast scrutiny – even activism – via social as well as traditional media.

As “In the Profession” focuses on sustainability this month, the issue of externalities in the realm of environmental impact is timely.  My firm advocates for the role of public relations to help guide management leaders in not only identifying and managing the outcomes of externalities – but perhaps more importantly, to be proactive by avoiding practices and decision-making that give rise to negative externalities in the first place. 

That company with the Akron smokestack, for example, might be counseled to seek out cleaner production processes to cut particulate emissions and then communicate with stakeholders about its efforts.  Of course, most decisions are not so clear-cut.  Many costs and complications can make the “right” decision difficult, if not nearly impossible, for a company to make and still be profitable – or even be able to exist as an entity. 

Managing these complicating factors effectively makes the case that public relations professionals should be at the table, influencing decisions and policy.  Our profession seeks out and understands the attitudes, opinions and behaviors of all stakeholders to an organization – particularly relative to externality impacts in the court of public opinion.  As such, we’re best prepared to represent those views in the context of decision-making. 

Whether an externality is environmental or not, the voice of public relations can enable organizations to balance their business objectives with serving the public good.  And this approach can help companies consciously strive for externalities that are positive rather than negative.

Shelton Helps Clients Keep it Real on Sustainability

Thursday, April 8th, 2010

By Mary Beth West

With April 22 as Earth Day and the green of spring abounding here in East Tennessee, “In the Profession” will focus this month on sustainability as an organizational ethic and how green issues are impacting companies’ reputations.

For the past number of years, we’ve been fortunate to count among our close colleagues Knoxville-based advertising agency Shelton Group, led by entrepreneur and green strategy guru Suzanne Shelton.  Suzanne has spearheaded Shelton Group’s focus on understanding the national consumer mindset on sustainability and helping clients motivate mainstream consumers to make sustainable choices.

Tomorrow (April 9), Shelton Group will release Eco Pulse 2010, one of several annual Shelton Group proprietary studies, which will uncover “American consumer perceptions, drivers and knowledge issues for green products.” 

One of the major themes Shelton Group identified years ago and relentlessly hammers home to its clients nationwide is the issue of making sustainability real and authentic as an organizational value – as opposed to touting green messages as the flavor of the moment. 

From a public relations standpoint, that counsel is critical for all organizations to heed – particularly those in consumer products or with consumer stakeholders.  As Suzanne routinely points out, there is indeed something worse than a company failing to craft a strong sustainability message – and that’s crafting a false one.  Consumers get wise to phony green claims with even a whiff of contrivance. 

And that’s good.  It forces companies to get real about what they want to stand for on sustainability, both philosophically and in genuine practice.  Complete alignment of organizational messages with motivations makes for the best in public relations outcomes.  We tip our hats to Shelton for preaching good gospel on that front.

Being True to Your Brand

Friday, March 26th, 2010

By Joe Bogardus

As always, consistency works best when managing your brand, especially with regard to new social media tools.

These new channels of communications do present some interesting challenges to brand stewards, because more departments are in the business of touching a company’s clients ranging from sales, marketing, communications, R&D, customer-care and more.

It is essential for the long-term well-being of the brand that people connecting with a company’s clients have an understanding and appreciation for the brand’s essence, its key messaging and the tone and manner in which these messages are to be consistently delivered.

More and more brands are looking to establish a set of social media policies that are readily available to all employees who come in contact with a company’s customers.

A popular management model being instituted is the formation of a social media stakeholder committee that consists of representatives from the various departments that use social media to manage various aspects of customer relationships. They are charged with working out how to position the brand effectively with their constituencies and making sure the brand voice is consistent across all platforms of communication.

Other brands are looking to a more centralized model with either a single person responsible or a decentralized approach making all employees responsible for communicating the brand message.

Whichever model your company chooses, it is critical that it be consistently employed and all the team members are fully aware of the roles they are expected to play.

Being True to Your Brand: What Works

Thursday, March 11th, 2010

By Joe Bogardus

Selectivity works.

In this time of instant communication across a myriad of channels, selecting when and how to respond to a brand criticism presents an added challenge to the art of brand management.

There is a growing apprehension among senior managers that one tweet, one blog posting or an unkind brand comment will devastate the brand forever. Helping managers deal with their cyberspace concerns requires thoughtful and selective counsel.

Here are a few quick considerations that should be deliberated or offered to managers when confronted with an uncomplimentary remark:

  1. Consider the source – is a long-time user of the brand complaining?
  2. Seriousness – is what is being reported a really grave matter?
  3. Totality – will this situation make a difference to all of the brand users?
  4. Repetition – has this circumstance been previously reported?
  5. Restoration or Aggravation – will a response be a solution or feed the complaint?
  6. Environment – where was the comment posted? The larger the audience, the greater the potential fallout.

Using these criteria should help the evaluation process and eliminate the majority of the cranks, quacks and minimalists when it comes to unpopular brand comments.

Still, the biggest challenge of all remains selecting when and when not to respond to a brand criticism. It’s a judgment call, but a call that needs to be made nonetheless in order to be true to your brand.