This past month, our team has talked about some common misperceptions about public relations. 

I’ll wrap up that theme by poking holes into three long-held myths that most public relations professionals encounter with some regularity, regardless of where they work.

 MYTH:  Relationships aren’t measurable. 

 REALITY:  There are few excuses companies use more not to invest in public relations, and it’s flat-out wrong.  If measurement is what you want – and, logically, most organizations do – the profession is burgeoning with tools to gauge audience awareness, attitudes, opinions and behaviors that result directly from public relations initiatives and take a company from Point A to Point B.

The key is to invest in the tools that actually provide the measurement components, and that’s where so many companies and organizations fall short.  Yes, they want it, but they don’t want to pay for it — a common conundrum.  Getting to the real value proposition of what measurement offers — not only as a way of knowing what works but also understanding how to improve — is what can sell it best.

Another point: public relations efforts are more marathon than sprint.  Genuine trust-building and reputation development don’t simply happen in a six-week blitz campaign.  Whether short-term or multi-phased, however, public relations programs worth their salt integrate some level of results tracking.

MYTH:  The message is all that matters.

REALITY:  Behavior and intent matter more.  “Pay no attention to that man behind the curtain!” doesn’t cut it anymore in our uber-transparent society, where every veil is so easily lifted by the power of social media.  And in truth, I’ve long advocated that any company lacking the guts to have the true intent of its decision-making laid bare to public scrutiny wasn’t a company I wanted to work with – and I still feel that way.  It helps me sleep at night.

Messages are indeed critical, and in public relations, we are certainly in the business of advocating for our clients with clear, effective messages that resonate with audiences.  However, if those messages aren’t firmly rooted in truth and good-faith intent, then your company’s problems are only just beginning. 

MYTH:  Control equals success.

REALITY:  It’s an intoxicating idea – the whole notion of interacting with any group of people where all the powers of persuasion and its rewards rest with you.  But come on. 

I once saw a t-shirt worn by John McVie of Fleetwood Mac, “Rock and Roll Ain’t Pretty, Baby,” and in a similar vein as someone who knows a particular line of work quite well, I can say that public relations efforts never unfold in a neat, tidy, 100-percent controlled fashion.  That’s simply not the reality of working symbiotically with other people – and often myriad groups of people who hold their own ideas, opinions, biases, experiences and desires. 

Where many companies make their mistake here is to hold their hand too close to the vest – “if I can’t completely control all the processes and all the outcomes, then I just won’t play in that sandbox at all.”  And it’s those companies sitting on the sidelines right now, saying nothing, not interacting – and of course, not getting noticed or advancing their brands in what is a very loud and competitive space.   They also have little basis upon which to understand how they can improve and stay relevant.

Absolute control is an illusion, and it dooms companies to failure in a marketplace where brands can only thrive if they’re down in the mosh pit of knowing, understanding and responding to their customers. 

What have we learned about learning? My cousin, Dr. Phil Cusick, professor emeritus at Michigan State University, recently published an interesting book on learning – A Passion for Learning: The Education of Seven Eminent Americans.

His book researched a number of leading Americans and tried to determine how and what they learned in early life, translated into how they managed their later lives and drove the decisions they made. (Abraham Lincoln and Benjamin Franklin were two of the individuals he studied.)

The people he reviewed were all types of learners. Some were intuitive learners. Others learned by rote. Others learned from experience.

These people mirrored society in general, as you would expect.

As communicators, we try to tap into how people learn, whether they are intuitive, rote or experiential learners. Mostly, we rely on rote in our communications. “Tell’em once. Tell’em again. And, tell’em one more time.” This was one of my Ithaca College communications instructor’s favorite sayings.

This type of learning is the bedrock of the integrated campaign. Devise your message and deliver it in as many different communications channels as your budget will allow. Rote learning is still fundamental to traditional forms of communications (TV, radio, print, etc.).

The rise of social media coupled with miniaturization has improved dramatically experiential learning. Daily we can visit any number of social media sites and experience “The Arab Spring/Summer.” We are learning first-hand how Libyans and Syrians are struggling against oppressive regimes in the Middle East, thanks to small still and video cameras. There are countless other examples of how these new media tools and technology are being used to promote products and services.

Finally, intuitive learners are the most interesting of learners. Somehow they just know. They can make learning leaps with very little information. Marconi. Einstein. These are just some of history’s intuitive learners. I have always been puzzled on how to communicate with an intuitive learner. I guess they just get it, very quickly.

By Amy Schwinge, MAOM

As we continue to discuss crisis communications this month in the Mary Beth West Consulting blog, I wanted to focus on the importance of a company or organization being proactive versus reactive during a crisis while being transparent.

From my experience, an organization must have a crisis plan in place before a crisis happens.  If a plan is not in place when a crisis occurs, irreversible damage more than likely will transpire.  It is kind of like the cliché, “you never get a second chance to make a first impression.”  You must have an extensive communications plan for any type of crisis that could possibly take place, so you literally can fill in the blanks if and when a crisis becomes imminent.

During a crisis, time is of the essence, so you aren’t able to make plans after you are in the middle of a crisis; you immediately are thrown into action mode.  It is imperative that you execute your plan and control the messages.  If you get behind in this scenario, it is difficult to catch up and change any perceptions that already may have been created. 

This reality is especially true in this day and age of social media and instant communications.  Gone are the days of getting ready for a “grand” announcement as you will see chatter immediately on social media sites, such as Facebook or Twitter.  Respond as soon as possible—don’t wait. 

A perfect example of a company not completely ready for a crisis was the infamous incident when a couple of Domino’s Pizza employees posted a YouTube video of themselves doing gross stuff to food they were preparing for delivery.  The video spread like wildfire on social media sites within hours. 

Domino’s did get the videos removed from YouTube and posted a counter video on YouTube with its president acknowledging the isolated incident and the company’s response.  However, Domino’s had to create a Twitter account to respond on that platform.  Since the incident occurred close to the inception of Twitter, many prominent brands like Domino’s had yet to establish a presence there. 

Most companies today already should have a Twitter account with a strong following and should use social media before a crisis, so that they are ready to respond quickly through these outlets.

An organization’s response to any crisis from an internal scandal to a natural disaster directly influences how the organization is perceived after the dust settles.  Being proactive versus reactive in a transparent manner will make all the difference.

Knoxville, Tenn. — Websites, social media and other interactive communications can involve many similar processes to develop, but companies should beware of being sold a “cookie-cutter” approach when creating these tools for their own brands, according to Knoxville-based joint venture Interactive Springboard.

Tori Rose of interactive firm Blue Media Boutique, LLC, and Mary Beth West of public relations firm Mary Beth West Consulting, LLC, will partner with independent market researcher Rebecca Bryant of Bryant Research to present do’s and don’ts of interactive tool development at the Public Relations Society of America (PRSA) Memphis Chapter’s 11:30 lunch meeting at Fogelman Executive Conference Center on the University of Memphis campus, Wednesday, Feb. 9, 2011.  

The message: template-driven approaches can be profitable for interactive agencies and firms that sell website and social media development, but they rarely produce good results for the client.  

“It’s like many industries steeped in manufacturing or process-driven business models,” West said.  “The way many interactive firms want to make the most money fast is to develop a “cookie-cutter” approach that can be packaged and sold to produce websites, mobile applications and other social media programs.  But if those tools aren’t driven by a well-researched understanding of the client’s brand, its audiences and what the user experience needs to be, then it can be a major disservice to clients – namely, a waste of money.”

“Customization is the hallmark for any interactive tool to be effective,” Rose said.  “Every company is unique, with its own set of products, services, audiences and competitive marketplaces.  The tools of social media must reflect the brand’s uniqueness in order to provide a meaningful customer experience online.  There’s just no way to easy-bake that outcome.”

Rose and West will share reasons and strategies for avoiding generic online marketing communications at the February 9 PRSA event. They will also present with Bryant Memphis-focused results of Interactive Springboard’s 2010 statewide study, focusing on how communications professionals view social media’s importance and challenges.

About Interactive Springboard
Interactive Springboard is a joint venture between women-owned firms Blue Media Boutique, LLC and Mary Beth West Consulting, LLC, providing an integrated, research-based approach to social media, supporting client communications and business objectives.

by Tyra E. Haag

What’s your communications strategy for 2011? How do you plan to implement it?

According to a 2009 speech from Emory University Goizueta Business School’s Paul Carroll, “Plenty of lessons can be learned from the glut of businesses that have fallen under the swift sword of merciless recession. There are a number of mistakes being made, but the number one cause of failure is misguided strategy – not sloppy execution, poor leadership or bad luck.”

Although there’s a light at the end of the economic recession tunnel, it’s still paved with a few speed bumps known as fear, doubt, confusion and uncertainty.

This means being more strategic and purposeful in all facets of communications efforts. Most economic experts forecast a somewhat brighter economic outlook this year. Don’t get too excited yet. In order to get more bang for your communications-budget buck, take a moment to make sure your approach is an appropriate one.

This Thursday, Mary Beth West, principal of Mary Beth West Consulting, LLC, and Tori Rose of interactive firm Blue Media Boutique, LLC, will partner with independent market researcher Rebecca Bryant of Bryant Research to present do’s and don’ts of interactive tool development at the Public Relations Society of America (PRSA) Volunteer Chapter meeting at 11:30 a.m. at Rothchild’s in Knoxville.

Their message to the chapter is a simple one: cookie-cutter approaches to social media are costly and ineffective. Template-driven approaches can be profitable for interactive agencies and firms that sell website and social media development, but they rarely produce good results for the client.  

Although social media is just one facet of an overall communications strategy, customization is the key when developing a plan for the New Year. Organizations must keep in mind that a communications strategy is not a one-size-fits-all deal. What works for one company may not work for another. 

Allow me to reach into my bag of sports analogies.

The University of Tennessee Men’s Head Basketball Coach Bruce Pearl’s mantra of having his players always be fired up, focused and prepared, has served both him and his teams well over the years.

Former Vol basketball standout Chris Lofton says of Pearl, “When he first got to Tennessee, I was just a shooter,” the three-time All-American said. “But by the time I left, he and his staff turned me into a scorer.”

Fired up. Focused. Prepared. Shouldn’t your 2011 communications strategy represent that same mantra?

Now, make it a goal to not only shoot but also score with your communications efforts in 2011. Of course, if you need a little coaching along the way, our team is here to help you with a game plan.

Social media’s influence on journalism  is growing at a rapid-fire pace. It’s no secret that news organizations are gathering significant amounts of news pieces through social networks and other online communities. The question is, “How far will this go?”

Ken Doctor, author of Newsonomics, claims social networks have become the fastest growing source of traffic referrals for many news sites. Even the 2010 AP Stylebook has a chapter on Social Media Guidelines listed on page 314.

The power of social media as a news source can’t be denied – social media has played a key role in reporting events such as the earthquake in Haiti in January of this year and the 2009 miracle on the Hudson just to name a few.

Living in the heart of the Southeastern Conference (SEC), I can’t help but be surrounded by sportswriters across the southeast using Twitter as a platform to reach their followers (the fan bases of the teams they cover) almost instantly and vice versa. 

Sportswriters and University of Tennessee graduates Wes Rucker, who writes for the Chattanooga Times Free Press, and Travis Haney, who writes for The Post and Courier in Charleston, have gained a considerable following and are often re-tweeted by national sportswriters including ESPN’s Bruce Feldman and SI.com’s Andy Staples.

This is just one of many examples of how journalists, sports journalists in this case, build their “brands” and gain a wider audience to read their material, yet gain valuable news tips due to their connectedness to their communities and fans.

Journalists have more sources, tips and story ideas in the palms of their hands (literally) than ever before. People like Wes and Travis are able to follow the Twitter accounts of players, coaches and colleagues around the nation to gain quick scoops and inform their followers instantly about the latest news, thus giving their readers more information, more often.

It’s a 24/7/365 news world now, and as information seekers, people want to read news and spread it as quickly as possible. Journalists and news organizations have been able to use social networks, especially  Twitter, to reach a broader audience and make themselves more relevant than they once were – all while allowing them to network with colleagues and followers around the world.

How, then, can journalists and news organizations possibly keep up with the changing landscape of social media? Just about anyone with a mobile Internet device can be a self-proclaimed reporter; however, news organizations are more connected to their local community, country and world than ever before.

The rise of social media is changing not only the way we communicate, but news organizations and their team members as well. I look forward to what’s around the corner. I think we’ve only scratched the surface when it comes to how social media plays a vital role for newsrooms across the globe – inside and out.

So what does the future hold for journalism and social media? My Magic 8 Ball says, “Ask again later.”

By Joe Bogardus

A New Year looms, full of anticipation and expectations . . . and there is optimism that the overall business environment will continue to improve, albeit slowly.

One trend we are seeing that supports this improving business climate is the ongoing expansion of social media tools. Interactive Springboard, the joint venture between Mary Beth West Consulting and Blue Media Boutique, completed a statewide survey this past summer that reported how social media tools are now considered key elements of the communications mix by marketing / public relations professionals statewide in Tennessee. These practitioners reported that they now regularly include Facebook, Twitter, YouTube, Flickr, etc., as part of their communications programs.

Their survey responses also reflected how their managements and clients are stressing the need to develop and present ROI measures to demonstrate the effectiveness and efficiency of these vehicles. As the use of these tools increases, so will the expectations to confirm their value.

Fortunately, these tools typically offer built-in analytics, which help initially in any program assessment, but more in-depth research activities – similar to those employed with mass media programs – can be brought to bear to help in the analysis of the effectiveness of social media programs.

As with any communications tactic, commitment and consistency of engagement drives long-term reward.

Social media creates and fosters valuable one-to-one customer relationships. By tracking the evolution of these relationships using ongoing research, a business can get a handle on its return on investment.

By Mary Beth West, APR

Our Interactive Springboard team presented a webinar this week to members of the National Association of State Technology Directors, on the topic of social media in crisis planning and response.  

NASTD, whose purpose is “to advance and promote the effective use of information technology and services to improve the operation of state government,” represented a great audience for our message. 

IT professionals can have a significant say in how technology is used for crisis planning, so we appreciated the opportunity to advocate for the strategic use of social media . . . not only to contain and respond to crises but also to prepare for and even help prevent crisis situations at their source.

As we look back, 2010 has been a year of remarkable crisis events, both locally for us in Tennessee (the Nashville floods) and at the global scale (the Gulf oil spill, WikiLeaks, ongoing acts of attempted terrorism, etc.). 

When it comes to trends to watch in 2011 and beyond, effective integration of social media and online communications into crisis plans stands as one of the critical sources of value public relations professionals can and should offer their organizations and clients.

One of the points we made during the NASTD presentation:  Don’t allow the perceived magnitude of a crisis planning endeavor overwhelm you or your team. 

Feeling overwhelmed often leads to doing little or nothing – and then human nature kicks in, with denial (“A crisis can’t really happen to us”), procrastination (“I’ll start that project next year”) and defeatism (“This is way too complicated, so let’s just forget it”) often solidifying inaction, with sometimes tragic results when a true crisis does come along.

Tori Rose on our team made one of many excellent points in the presentation: “If you don’t have a social media presence, then LOTS of conversations ABOUT you are taking place WITHOUT you.” 

And in a crisis, that’s one of the last things you need happening. 

So whether you work for a government agency, a non-profit, or a company, take a look at what social media can offer your crisis plan.  Our team would be delighted to help.

By Ashley Bowen, MBWC Intern

Communications professionals and students from all over the United States will gather Friday, November 12 at the University of Tennessee for PR Day 2010, a one-day seminar sponsored by the School of Advertising and Public Relations at the University of Tennessee.

Experts and professionals will speak about communicating with credibility in the field of public relations and the challenges and opportunities in social media, political, health and crisis communications. They will also discuss best practices in each of the fields as well as how to use various strategies, key messages and tactics.

Keynote speaker Merrie Spaeth of Spaeth Communications in Dallas, Texas will discuss mastering the elements of communication to enhance the credibility and influence of a speaker. She will define credibility from the point of view of what a target audience hears, believes and remembers. Throughout her career she has been a pioneer in communication theory and executive training and has previously served as Director of Media Relations under President Ronald Reagan, a producer for ABC’s 20/20, and a writer/reporter for the Philadelphia Inquirer and the New York Daily News.

Professionals from HGTV, Edelman, The Center for Media and Democracy, Bryant Research, Blue Media Boutique and our very own Mary Beth West Consulting will also be discussing communication credibility in breakout sessions throughout the day.

Mary Beth West, APR, along with Tori Rose of Blue Media Boutique and Rebecca Bryant of Bryant Research will lead one of the breakout sessions on how to integrate social media for authenticity-driven employee relationships. They will also cover recommendations for employer organizations to consider in developing well-managed employee relations and communications programs and measurement and results tracking techniques for monitoring success.

Ed Patterson, senior vice president of Edelman, will discuss Edelman’s 2010 Global Trust Barometer and Good Purpose study as well as how trust and brands working for social change can drive successful communications.

Health industry whistle-blower and UT grad Wendell Potter will discuss the health care debate along with ethical public relations practices in the field.

Gary McCormick, APR, Fellow PRSA, Director of Partnership Development for HGTV and Chair and CEO of PRSA will discuss identifying opportunities for off-channel exposure and defining and implementing the partnerships that will increase ratings and awareness with viewers for the leading home and lifestyle cable network. Research efforts measuring credibility with HGTV’s product will also be covered.

PR Day 2010 looks to be an interesting and enlightening day that communications professionals and students in the area should definitely check out. Regardless of where you might be in your career, the things you will learn at this event will undoubtedly be beneficial.

For more information and to register for PR Day at the University of Tennessee please visit http://www.prday2010.com

By Mary Beth West, APR　

Almost as interesting as the election returns themselves last night have been the social media posts from far and wide today, ranging from “Yay, Team!” to instructing the majority where they can put their vote.

Just as a follow-up observation from our “In the Profession” post yesterday (“Politics – If it Ain’t Ugly, It Ain’t Working”), the Facebook and Twitter transom today offers a great example of the marketplace of ideas in full swing, from happy to ugly to everything in between.

Sometimes, we have to put on our Teflon to wade through it.

I saw one post this morning from a Facebook friend of mine – someone from my high school yesteryears – who was displeased with the election results, to the extent that he offered an expletive-laden argument likening conservatism to racism.

This same Facebook friend posted a far more upbeat, affirming message less than 24 hours before, saying “Good afternoon. . . . Vote, vote, vote. It is your right, it is your voice.”

Interesting how sentiments can turn on the voice that’s heard. It’s also tough to be on the receiving end of opinions that are just as offensive by what they blatantly say as they are frustrating by the risks and downsides of trying to respond to or counter them in a dialogue that is personally acceptable.

Which underlies my point: a big decision comes when deciding if / how to engage with controversial online conversations – knowing that whatever is written becomes part of one’s permanent Internet fingerprint. The marketplace of ideas offers incredible freedom (you can say what you want to say) alongside a harsh reality (you have to live with what you’ve said).

We urge everyone – from individuals to organizations – to keep that last point in mind, whether they’re dealing with a political issue, a crisis situation or any controversial point.

Remember, the conversations and resulting outcomes can slingshot you into a whole different place from where you originally thought you were or have any desire to be. (I’m taking some level of risk myself in placing this very blog post!)

Bottom line: forethought trumps speed of retort as a virtue in the online world, so as you’re exercising your freedom to participate in public online conversations, remember that it can get ugly out there. Exercise good discretion as much as your freedom of expression.