INK PUBLIC RELATIONS

I read a pretty fabulous post by Tolly Moseley a couple weeks back about choosing a word to define her goals and experiences for the year, rather than setting resolutions. I thought this was a pretty brilliant idea (turns out I am not the only one) and encouraged everyone at INK to do the same.  These are the words we chose:

Starr: learn

Kari: order

Blair: open

Micaela: cultivate

Helen: confidence

Allison: lead

Candice: challenge

Jessica: embrace

Rachael: emerge

Adrienne: focus

Just a couple weeks into the year, I have already seen the team tackle work differently based on their word choices. For example, Helen just rocked CES. I mean rocked it hard. Her first CES in the roll of lead-coordinator-and-general-big-boss-of-every-possible-situation – and she did it with the utmost confidence. I never saw her balk at a situation or stutter-step. It was pretty incredible, and, as the person usually playing this roll, SO COMFORTING. Her confidence, whether feigned or real, certainly put me at ease, and allowed me to be open to someone else being in control – Look Ma, I am playing along too!

Candice also rose to the challenge (you see what I did there?) at CES this year – tackling her first major media event, first business trip with INK, first time shuttling media clients around the busy streets of Vegas in a Tahoe (that she essentially needed a running start to even get into the drivers seat of) without batting an eyelash. She even shipped a TV to Korea – I know shipping logistics might not seem like the most insurmountable hurdle, but for those of you who think that, you have clearly never tried to ship anything from the business center at Treasure Island.

This year is bound to be another banner year for INK – and hopefully, by the end of it, we will be able to look back and say that we addressed work and situations that came our way differently (and better) than we would have before due to this exercise. We’ll keep you posted.

In the meantime, what is your word?

INK, as any PR firm worth their salt should, offers media training to all of our clients.

Media training is always personalized for the participants, be it an individual training or group session (focusing on executive teams, business units or perhaps even regional issues/messages), but I am amazed at how different the experience can be not just for the trainee, but the trainer as well. Of course, much of my experience in the room depends on the folks I am training. How experienced they are on camera, the depth of their knowledge of company messages, and even their interest in actually being trained can change the entire vibe. Sometimes, we have less than enthused participants around the table. I can’t say I blame them – we record all of our media trainings (people learn so much better when they can watch themselves in action) – and a tiny little Flip camera has the ability to make even the most seasoned spokesperson quiver with nerves. But the less enthused my spokespeople, the harder the training session is on little ol’ me.

And then sometimes, like earlier this week, I get an executive in media training that is genuinely excited to learn more about how to better pressent his messages, that works hard to understand the insight I am sharing on what a journalist is looking for (and, sometimes more importantly, what they are NOT), that is so actively passionate about their product, their company offering, their view of the industry that they make media training a joy.

We encourage all of our spokespeople to bring some personality to an interview, to share a part of themselves in an effort to personalize their story and make it more memorable. But it is more than just loosening up a bit, it is about sharing your passion. If I get jazzed listening to your answers in a fake interview (especially when I have heard every word you are saying, time and time again), a journalist will surely catch the same contact buzz.

I would gladly take an executive full of nerves, perhaps with less polish, less smooth-operator charm, but exuding passion, than the most seasoned spokesperson, into any interview. And we would always (eh, ALMOST always) walk away with positive  coverage. Personality makes you likable, sure, but passion is contagious.

As tweets rolled in and blog posts went up capturing grief and remembrance, I sat in stunned silence tonight at how touched I was by the death (and therefore life) of Steve Jobs. My husband, while stunned by the news, was surprised by how affected I was, especially considering my pension for belligerently defending Apple competitors and my mockery of Apple fanboys, both legit tech pundits awed by Apple and also just the average Apple consumer. As someone who has had to be forced to carry an iPhone, use an iPad and, just months ago finally convert to a Mac, this gave me pause. I came to three conclusions:

First, I have a job largely in part to Mr. Jobs.  No, I don’t work for Apple. No, I don’t do PR for Apple. But I work in an industry that he created. Not single-handedly, most assuredly, but the direction of today’s technology was sculpted by his hand. The excellence Mr. Jobs demanded in his own products, and the products he inspired others to make, is what makes the wonderful world of technology such a fun playground. It is staggering to think of what he did in 56 years, and heartbreaking to think of what was to come. I am thankful beyond measure for those 56 years, because they literally have given me a place to play – everyday.

I visited Stratford-upon-Avon about three years ago (the birthplace of William Shakespeare). As an English lit major, this was a little bit like a pilgrimage to me. While the awe I felt as I walked through his restored little cottage was very real, what stopped me cold in my tracks was a window toward the exit inscribed with signatures from famous authors who had also visited the site over the last 200 years. Incredible literary minds had flocked to see where this man had lived – the most brilliant authors I had ever read had stood right where I stood – feeling the same awe I felt for Shakespeare’s talent and contribution. Twitter tonight was that window for Mr. Jobs. When the best and brightest, the technology canon if you will, feel the same way I do, it puts into great perspective just how amazing Mr. Jobs was.

Lastly, and possibly most important, my 20-month old son will likely wake up tomorrow asking to watch the movie Cars. He will ask several times to play “iPad,” and on the drive to daycare, he will ask repeatedly for the “hello” (my iPhone). He will watch any animated wonder that Pixar has produced, he will deftly maneuver to the video app on the iPad to watch Finding Nemo, he will (and this amazes me every time) unlock my iPhone, flip to the page with the folders, go to the one where his apps reside and play a ridiculous Duck, Duck, Moose game. Often the only things that will pacify my not-quite-two-but-still-freaking-terrible little man are a creation of Mr. Jobs. For all the tantrums that have been averted due to the iPad, iPhone and the soothing magic of Pixar, I say thank you, Steve Jobs, from the very bottom of my heart.

We will all miss you. Even without ever knowing you. Thank you.

I was chatting with the CTO of the Bluetooth SIG at the TweetHouse party during CES last week and he said something that has really stuck in my craw. In discussing his role in a previous lifetime when he worked at Mozy, and prior to that Microsoft, he said he came to the realization that social media was not his cup of tea because it was really made to serve the ‘all about me’ folks.

I cried foul immediately. The social media lover in me quickly defended that these tools are about connecting people and community. They are the opposite of ‘all about me’ – they are about everyone. They include everyone. They give a voice to those who would not normally be heard. Egotists? Never.

Once I stopped taking shots of the kool-aid, it occurred to me just how right Andy was.  Avid social media users like to talk about themselves –  what they had for breakfast, what they thought of the Apple press conference, what their favorite gadget is, what their least favorite airline is – a whole lot of me, me, me. And this isn’t a bad thing. Promoting ones thoughts, feelings, concerns and joys is what authentic social media use is all about. Those who truly excel at social media also like to listen and respond to others who are out their talking about themselves – and in the end, relationships are formed, conversations are had, and opinions are validated.

But that initial self-promotion and personal involvement is something that I think a lot of people, and certainly companies, have a hard time with – myself included. I am in PR. My career revolves around telling someone else’s story. And I like it that way. I love watching my clients excel. I am happy to be behind the scenes. So when an opportunity arises for me to take center stage (uh, TweetHouse session with Scoble), I definitely balk.  Same goes for all the social media channels. I lurked in the blogosphere FOREVER before starting my own blog. I followed (and still follow) people on twitter without commenting on anything they say, but yet I read every tweet. I peruse my Facebook friends pages ad nauseum, but rarely do I post a status update.

When I was sitting on the above-mentioned session, someone in the audience asked how to encourage and sway social media doubters into use. At the time, I recommending highlighting to these folks successful campaigns (the session was focusing on businesses using social media). And I think that is still a good first step. But immediately after that, get them to start lurking. Listen to the conversation at hand, find the self-promoters that you want to follow, tip-toe ever so slowly into the water. Because one of those people will say something about themselves that will spur you to act. And then you will authentically tweet YOUR reaction (or blog it or update your status, whatever). And when you do, social media heavens will open and the angels will sing. And you will realize it is okay to be ‘all about me’ every once in a while. And that authentic participation, be it every hour or once a week is what it is all about.

As someone who lives on the client services side of the world, I really appreciate good customer service. I feel like INK offers exceptional customer service (and, it turns out, our clients agree – based on feedback in our recent client survey) and I expect equal service from anyone I work with.

It is rare, honestly, that I can say I experience great customer service. But I do have a vendor I have been working with lately that deserves serious credit. Linda Nessim-Rubin with Design Concept and Living in Digital Times is the BOMB. Seriously, if any of my PR peeps out there want to feel safe and secure with their tradeshow presence – and who doesn’t want that, right? – call Linda. Find a way to work with Robin Raskin and the Living in Digital Times folks.

Time and time again Linda has taken late night calls from me (so sorry!), has gotten me information on the fly, has dealt with last minute changes and ridiculous requests (remember how I said we DID NOT want to participate in that one thing and the deadline was three weeks ago, maybe now we do) – and has done so with a positive attitude and without being a yes man. She has pushed back when she was right – and I honestly believe her advice has been dead-on perfect for my client.

Sometimes you have to give credit where credit is due. These folks know what is what and they are doing awesome work. Go check ‘em out. And come check us all out at CES.

The majority of my purchases have come off of Sgt. Pepper’s Lonely Hearts Club Band – an album written in 4 months 12 years before I was born. And yet I know almost every word. Kudos to my parents.

Anyway.

In a meeting earlier this week with the INK team we were tossing around ideas and topics to address on FreshINK and JLo said she wanted to write about how all the big dogs in tech are constantly trying to outshine each other – what with Apple touting today as ‘the day you will never forget’ and the Gingerbread noise still reverberating through the blogosphere – she was pretty disappointed to hear the greatest Apple announcement ever revolved around some additions to iTunes.

But I couldn’t disagree more. I just keep buying songs and I literally cannot keep the smile off my face.

As Beth posted recently, INK is running for Blue Dog Rescue again this year. I have written here about running several times, and I have written about my own Blue Dog, Jack. But I haven’t talked much about the white ghost, my littlest princess, the original fat face: Kallie.

Kallie is my other rescue pup. And since I only like broken puppies, you know she has to be messed up. The poor little thing has severe hip dysplasia. She has since she was a puppy. Her mother was extremely malnourished when she was carrying Kallie and, as a result, her little hip joints didn’t form like they should have. We have taken her to a hip specialist – yes, they have hip specialists for dogs – and we have discussed a complete hip replacement, some bizarre surgery where they would remove the ball of her hip joint (makes absolutely no sense to me). As of now, she is on joint supplements, has a different dog food, and has gone through several different pain medicines.

But the best thing for her is daily runs. Keep her weight down and her muscles strong. True, I love running. True, my health is improved when I am running. True, my clothes fit much better when I am running. But those are all paltry in comparison to watching Kallie hop around the backyard.

So this year, I am running FOR my pup, but I am also running for all the other rescue pups out there. And I’ll hit you up for cash closer to the race.

First things first, go vote. If you don’t know where to vote, go here. If you aren’t properly registered to vote, learn from this election and be prepared for the next one.

Second, can I just say I love elections? I love watching the results come in and I, to a point, love the discussion, debate and debacle (that’s a lot of D’s – hmmmm, I wonder if that is a hint? a subliminal message perhaps?). This year, I have been a little disenchanted because I feel like my party of choice just can’t get their messaging together. I know I am not the only one that feels this way and it is more than just a little horrifying to watch. If either party, or a third party, can’t properly  articulate their message, they don’t stand a chance at winning the vote.

The private sector stands to learn a lot from watching politics about what will be successful and what, in the end, will make you fail. My number one takeaway from this election is this: any message – even a well organized, well thought-out, well researched one – will not be successful if it doesn’t resonate with your audience.

Here at INK, we often find that an outside perspective when crafting company messages is essential. Sometimes, we ourselves serve as the outside audience, but in most cases, message creation requires the feedback of analysts, partners, customers (both current and prospective) as well as employees outside of the message drafting core.

I think this is where the party most often associated with the donkey, a noble beast to be sure, faltered. I have heard its key messages, its pithy slogans and its sound bites – and honestly, they do not resonate with me. The good news is I wasn’t going to be swayed by either side, as I am pretty firmly entrenched in my political beliefs, so they didn’t lose a vote – but they could have. All because, while I agree with what they are saying, I don’t really jive with the way they are saying it. I am indifferent.

Messaging isn’t always going to make everyone happy. In fact, it might (and probably should) piss some people off. In the end, messaging MUST evoke strong emotion. It must make you feel something – indifference is not acceptable. Indifference certainly doesn’t drive anyone to the polls and it doesn’t make a consumer buy a specific brand. It doesn’t make a developer want to implement a specific technology and it doesn’t inspire a journalist to write a story.

Good messaging drives action. And the way to drive action is to ensure that your message resonates with your target audience. And to accomplish this, you have to first listen.

In order to become a good writer, William Faulkner said, “Read, read, read. Read everything – trash, classics, good and bad, and see how they do it. Read! You’ll absorb it. Then write.”  I couldn’t agree more. And in order to become a good communicator, you must first listen. Listen, listen, listen.

Then craft a message.

We were recently asked to talk to a local Austin company about their PR program and some project work they were hoping to get some help on. Going into the meeting, we were thinking the project work would, of course, involve media relations (as did the company we were talking to). After really listening to their situation, their goals and what they hoped for as an end result, it became pretty clear to us that media relations would be a roundabout way to meet their needs. We drafted our proposal accordingly – focusing on improving internal communications, providing better content to their sales staff, and improving the feedback loop to ensure they were listening to their team.

We submitted our project proposal and waited with baited breath to hear back. The thing is, it is nerve-racking to submit a proposal that DOESN’T focus intently on media relations. After all, we are a PR firm and therefore we specialize in media relations. And we do. But at the same time, we don’t. We focus on communications. We do a ton of different work for our clients (believe me, it isn’t all media all the time here, at all), but if asked what my job entails by an outsider, I would say, almost immediately, media relations – meaning I support the media in their effort to report the news and I work with my clients to make sure their news gets to interested media. Media relations is the presumed activity of choice.

So we just heard back from the client (oh yeah, we got that business) that our approach was really appreciated – that we looked at their needs and based our recommendations off of what would most benefit them rather than just sending the same ol’ same ol’ media relations campaign.

It, of course, makes sense to do the above. But I don’t think it always happens. Just like it makes sense to tailor a pitch to the media, but clearly that doesn’t always happen. It is nice to be at firm that appreciates the right answer – not just the expected answer or the easiest answer.

In April of 2006, I started looking for a rescue puppy.  My husband and I wanted a dog and we knew we would get a rescue dog – there are just too many puppies out there that need love to go buy a dog.  I looked through several rescue organizations looking for that puppy that spoke to me – this is tough, because they ALL speak to me.  I want them all.  But one fateful day I was looking on Blue Dog Rescue’s website and I stumbled across this face:

Shamrock, Blue Dog Rescue

I mean, are you kidding?  Clearly this little magical one-eyed-wonder needed to be spoiled for the rest of his life. Seriously, just looking at this picture brings tears to my eyes.  I called BDR, filled out the application, passed an interview, scheduled an in-home visit…and Jenny with BDR brought the love of my life to my house.  Shamrock, who had been thrown out on the street with a severe eye infection, became Jack, my one-eyed pirate puppy.

When the opportunity presented itself to run the marathon for BDR in 2008 and raise money, I was all over it. Even though I can’t run this year, I will still raise money for this fabulous cause. And when I come knocking on your door asking for money, I might just bring Jack along – because you might be able to say no to me, but trust me, no one can resist Jack’s adorable wink and infectious attitude. And if you ever wonder if your money is going to actually save these dogs – just look at my little man. He is living proof that BDR is changing the lives of these dogs and the lives of those people lucky enough to adopt their new best friend.