Posts Tagged ‘Tyra Haag’

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PR’s Impact on Local Economies for Better Business

Thursday, March 24th, 2011

by Tyra E. Haag
@tyratuckerhaag

As Mahatma Gandhi  once said, “Speed is irrelevant if you’re going in the wrong direction.”

Public relations creates a lasting impact for local businesses and savvy business owners to understand the credibility PR creates when implemented properly.

In an October 2010 article posted on Hispanic PRBlog, Gary McCormick, APR, Fellow PRSA, immediate past chair and CEO of the Public Relations Society of America (PRSA), was quoted as saying, “From other studies and anecdotal information, we have found that the strategic value of public relations continues to outpace that of other professional service industries, and that within the Los Angeles area, the public relations profession is offering an economic boost, clearly benefiting the local economy.”

Similar sentiments can be found within a December 2010 blog post on CommPro.Biz by Scott Harris, president of Mustang Marketing. According to Harris, “PR has the power to reach people in a way ads both cannot and do not, and today, when the name of the game more than ever before is ROI, PR has the solid track record.”

With this month’s blog topic surrounding PR’s impact on local economies for better business, I asked Tammi Ford, executive vice president for the Blount Partnership, the following question:

How has the Blount Chamber of Commerce used public relations strategies and tactics over the years to attract business, industry and tourism to Blount County?

Here is Tammi’s response:

The Blount Partnership, which consists of the Blount County Chamber of Commerce, Chamber Foundation, Economic Development Board and Smoky Mountain Convention & Visitors Bureau, develops an action plan for the year.  Our PR strategy is based on our yearly action plan. 

While each organization’s mission and audience are different, the end result is the same – economic prosperity.  Whether it’s helping area businesses to be successful, recruiting new business or increasing tourism dollars, the bottom line is building the Blount County economy. 

The Chamber offers a variety of benefits, services, and programs to help area businesses grow.  We develop a yearly communications/PR plan to promote these activities, which includes a monthly newsletter printed in The Daily Times, two monthly e-news campaigns (with tracking capabilities), face-to-face contact, media events and press releases to area media.  We also push information out, including member news, through our website and social nets such as Facebook, Twitter, Flickr and Chamber blog. 

How do we measure the success of our communications plan?  Business growth, business assistance, new members, retention, attendance, participation, website visits, and social media interactions.

To promote tourism and business travel, the Smoky Mountains Convention & Visitors Bureau (SMCVB) has a yearly marketing plan coupled with a PR plan.  The SMCVB has been very aggressive in hosting events throughout the year where thousands of people flock to the area.  For these events, our PR schedule includes:  email campaigns to past festival “go-ers,” media releases, targeted tourism/travel publications, website and of course, social media. 

How do we measure success?   By the number of heads in beds and the increase in revenue for area retailers.

The Economic Development Board (EDB) uses strategies to recruit new business to the area.  One of the target audiences are site selectors.  Our organization has face-to-face time with these selectors every year, but their preferred method of communications – e-mail and website.  To stay in front of them on a regular basis, we have an e-news campaign with tracking capabilities that keeps them updated on Blount industry news.  We’ve also given these site selectors flash drives packed-full of Blount County information (i.e. demographics, maps, available sites and buildings.) 

Additionally, our website – www.blountindustry.com – won the International Economic Development Council best website award for our demographic.  The EDB also uses social nets to spread the word. 

How do we measure success?  By increased prospect activity and site visits.

The Public Relations Society of America also offers the following message point about the impact of PR within an article titled “Communicating Public Relations’ Value: Business Value and Public Good are Essence of PR Today.” Below is a portion of the article:

  • A survey of chief marketing officers at major national and global advertisers conducted by the Association of National Advertisers found that the value public relations delivers as part of the overall marketing mix is increasing. Why? A few reasons. Public relations is closer to the perspectives, objectives and concerns of corporate CEOs than any other communication or marketing discipline. Public relations also sees “the whole corporate picture,” as it relates to issues that CEOs worry about. Finally, public relations is a key driver of business outcomes critical to organizational success, including crisis mitigation, reputation and brand building, consumer engagement, sales generation, wealth creation, issues management and beneficial shifts in constituent attitudes and behaviors.

When implemented properly, it seems pretty clear how impactful the public relations profession  can be while boosting the all-mighty bottom line – for local businesses and the economy.

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Building Strong Media Relationships

Friday, February 11th, 2011

by Tyra E. Haag
@tyratuckerhaag

Building solid relationships with the media can seem like you’re walking a tightrope – one shaky move and you’re done.

It’s easy to say, “I want to have a good relationship with the media,” but it’s another thing to actually have one.

There are a few ways to describe the daily encounters I face as a media relations coordinator — give and get, push and pull or yin and yang.

Building strong media skills takes practice, but it’s important to remember not to go at it alone because working with the media is not for everyone. That’s why professionals like us exist.  We’re here to help take the burden off our clients of what to say and do with the media so that they can focus on what they do best – run their company.

Here’s my personal media relationship-building philosophy:

  • Be sincere: No one likes a fake. I can’t do my job without solid media skills, so it’s always best to practice the golden rule when it comes to pitching story ideas, following-up via the phone or exchanging information through e-mail. A simple thank-you can go a long way, not to mention a nice hand-written note of appreciation.
  • Stay informed: Keep up-to-date with topics going on in mainstream media – locally and nationally. Utilize editorial calendars to see what is top-of-mind for these news organizations and fit them to your clients’ needs where appropriate.
  • Do your homework: Don’t waste their time or yours. Be sure to research who you need to contact before picking up the phone or hitting the “send” button. Make sure what you’re pitching on behalf of your client is actually interesting and newsworthy.
  • Get creative: Meet for lunch, go out for coffee or ask for a 15-minute chat with whomever you want to get to know better. A face-to-face encounter can take you from an unknown individual to a trusted and respected news source.

Bottom line: I can’t do my job without having a strong relationship with the media.

For more information and tips about building strong media relationships, please visit the following media-related topics previously posted on the MBWC blog:

Media Relations: What Works (Part 1) and Media Relations: What Works (Part 2) by Tyra E. Haag

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A Purpose-Driven Communications Strategy

Wednesday, January 19th, 2011

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.

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What Does the Future Hold for Journalism and Social Media?

Wednesday, December 29th, 2010

by Tyra Haag

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.”

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Let’s Get Ethical

Wednesday, September 22nd, 2010

By Tyra Haag

I wonder how many professions have a Code of Ethics Pledge or a Member Statement of Professional Values. 

In recent weeks, the topic of ethics has made headlines in East Tennessee. From University of Tennessee Head Basketball Coach Bruce Pearl’s interactions with the NCAA to a local East Tennessee businessman being sentenced to 27-plus years in prison after being convicted of a Ponzi scheme, the news media has provided us with high-profile examples of the importance of professional ethics and the consequences that can come when they are violated.  

Mark Twain once said, “It is curious – curious that physical courage should be so common in the world, and moral courage so rare.”

So then, how do we maintain our integrity while representing our clients?

The Public Relations Society of America (PRSA) Member Statement of Professional Values presents the core values of PRSA members and, more broadly, of the public relations profession. These values provide the foundation for the Member Code of Ethics and set the industry standard for the professional practice of public relations. These values are the fundamental beliefs that guide our behaviors and decision-making process. 

         ADVOCACY
We serve the public interest by acting as responsible advocates for those we represent. We provide a voice in the marketplace of ideas, facts, and viewpoints to aid informed public debate.

         HONESTY
We adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the public.

         EXPERTISE
We acquire and responsibly use specialized knowledge and experience. We advance the profession through continued professional development, research, and education. We build mutual understanding, credibility, and relationships among a wide array of institutions and audiences.

         INDEPENDENCE
We provide objective counsel to those we represent. We are accountable for our actions.

         LOYALTY
We are faithful to those we represent, while honoring our obligation to serve the public interest.

         FAIRNESS
We deal fairly with clients, employers, competitors, peers, vendors, the media, and the general public. We respect all opinions and support the right of free expression.

When I joined the Public Relations Society of America, I took a pledge to conduct myself professionally, with truth, accuracy, fairness and responsibility to the public; to improve my individual competence and advance the knowledge and proficiency of the profession through continuing research and education; and to adhere to the articles of the Member Code of Ethics 2000 for the practice of public relations as adopted by the governing Assembly of the Public Relations Society of America.

Either ethics guide our behaviors and decision-making processes or they don’t. 

Of course, if you need a catchy tune to help you keep ethics on your mind, you could always take a page from Michael Scott’s Ethics Seminar at Dunder-Mifflin (from Season 5 of The Office).

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No “Easy” Button When It Comes to Social Media

Tuesday, July 27th, 2010

by Tyra Haag

Each weekday, PRSA Issues and Trends, an online publication of the Public Relations Society of America, reports top industry news related to the field of PR along with current events, professional development opportunities and job resources — just to name a few. 

Since subscribing to this national e-newsletter listserv, I’ve noticed a clear trend—it seems more than 50 percent of the top industry news stories revolve around social media, its impact on the field, controversies surrounding it and best practices.

One such news story led me to Willis Wee’s recent blog post on 30 Social Media Business Case Studies. He compiled 30 business case studies (good and bad) during the past year and how each utilized social media platforms to achieve their goals.

For non-profits, social media platforms have the potential to increase not only brand awareness but also the bottom line if utilized strategically.

How Non-Profits are Using Social Media for Real Results details how non-profit leaders from around the country are using social media to achieve business objectives.

And who would’ve thought the folks at Harvard and Northeastern University would team up and research mood trends experienced throughout the day via Twitter? Researchers from these institutions recently published Pulse of the Nation: U.S. Mood Throughout the Day Inferred from Twitter. Within their site, you’ll find a time lapse video of actual Twitter mood variations, with the happiest tweets occurring during the early morning, late afternoon and weekend hours.

Although several businesses have jumped on the social media bandwagon, it’s important to keep in mind that there’s no such thing as an “easy” button when implementing these platforms. To achieve the most effective social media campaign goals, it takes a clear plan and supporting strategy, so that effort put into utilizing these tools is time well spent—not wasted.

If you have questions related to navigating the waters of online communications, I encourage you to visit Interactive Springboard.

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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!”

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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.

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Wading through the green waters of environmental responsibility

Tuesday, April 27th, 2010

By Tyra Haag

As the late Michael Jackson instructed us to “Heal the world—make it a better place,” he may not have realized how complicated that task could be—for consumers and businesses alike.

With jargon like greening, energy efficiency, energy conservation, eco-friendly, sustainable, carbon-footprint and greenwashing (just to name a few), it’s no wonder most folks aren’t sure where to start when it comes to saving Mother Earth.

With the 40th anniversary of Earth Day on April 22, every social media site and Internet browser was chock-full of articles related to these very topics.

Some of the most intriguing articles I read included: “What Companies Need to Know Before Launching a Green PR Campaign,” “The History of Earth Day Plus How You Can Get Involved” and “Public Relations and Green.”  

As is sometimes the case with annual events, monthly holidays or days of the year devoted to anything under the sun, core messages can get lost in the mix. 

Consulting clients on how to keep their messages clear and their business objectives transparent, including sustainability efforts, are just some of the ways public relations practitioners guide their clients on how to be visibly and honestly impactful—not just in the interim, but for a long time to come.

Of course, Kermit the frog said it best when he sang, “It’s not easy being green.” But then again, everyone must start somewhere—professionally and personally.

To read more “In the Profession” blogs posts regarding environmental fodder, check out: Mary Beth West’s discussion on the “PR Impact of Externalities,” – whether environmental or not, and how the voice of public relations can enable organizations to balance their business objectives with serving the public good.

Similarly, last December I wrote about how corporate social responsibility makes a difference and included thoughts from Scripps Networks President John Lansing during a recent PRSA meeting. His message still rings true today—keeping the community around you healthy is the true return on investment.

Until then, here’s to wading through the green waters of environmental responsibility.

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Balancing Work and Personal Fulfillment . . . Monday and Every Day

Tuesday, February 9th, 2010

By Tyra Haag

“Sounds like someone has a case of the Mondays.” 

This is one of my favorite quotes from a brilliant comedy—the 1999 film “Office Space.” 

One way I avoid a “case of the Mondays” and achieve a greater work-life balance is to spend time volunteering in and around the Knoxville community.  Volunteering with great organizations like the Friends of the Smokies, Big Brothers Big Sisters and the Oak Ridge Playhouse  (just to name a few) not only fulfill me more than those I’m actually serving , but they also have allowed me to communicate with different groups in different types of settings. 

Spending time as a volunteer and being a good leader outside your company allows you to carry over those same qualities into your professional environment.  With the right mind-set and support system (thankfully, mine includes a wonderfully helpful, supportive and understanding husband), achieving a better work-life balance is possible. 

Of course, extracurricular activities outside the office should never be a substitute for professional development opportunities.  Employees always should have a thirst for knowledge and growth within their respective profession.

Simply put, happy employees are productive employees.  It’s certainly refreshing to work for an agency that encourages harmony between work and play, so that I can perform at my best.

For me, a better work-life balance produces greater productivity in the office, increased well-being at home and the opportunity to express myself through several creative outlets, so that when my alarm clock goes off on Monday mornings, this working mom doesn’t have a “case of the Mondays.”

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