Category Archives: Public Relations

Seeking to Duck Controversy, A&E Becomes Duck Soup

I support Phil Robertson and his right to express his faith and his beliefs.As I wrote in a Tennessean op-ed column several years ago, whether you believe the Bible teaches that the practice of homosexuality is wrong or that condemning it is the greater offense, you have to admire the masterful public relations machine employed by the gay-rights community.

With great patience and PR skill, GBLT advocates have made incremental gains over the years by consistently advancing their cause as alternative lifestyles. As with any PR initiative that aims to change public opinion, they recognized early on the importance of winning over opinion leaders in Hollywood, the news media, government and education, and they proceeded to do so with great success.

In textbook style, gay-rights advocates have consistently positioned themselves as loving victims and repositioned those who disagree with them as hateful, ignorant bigots, similar to the way Scope so effectively cast Listerine as “medicine breath.”

Every once in a while, though, the T&T (Talk & Thought) Police go too far and there’s a backlash. Such was the case with last year’s Chick-fil-A controversy, which I wrote about from a PR perspective in a Baptist Press article.

Now another backlash is brewing, this one over remarks made by Phil Robertson of Duck Dynasty fame. What did Robertson say that got folks so riled? He had the audacity to warn people not to be deceived about what the Bible calls sin, citing I Corinthians 6:9-10. Talk publicly about the Bible and sin, and feathers will fly every time.

Robertson, like many millions of Christians (including me), refuses to conform his religious convictions to accommodate those who seek to legitimize a lifestyle he believes the Bible teaches is wrong. Speak truth and presto, we have instant “hate speech.”

Referencing the controversy, CNN’s Piers Morgan tweeted, “Just as the 2nd Amendment shouldn’t protect assault rifle devotees, so the 1st Amendment shouldn’t protect vile bigots.”

Morgan apparently believes that free speech should apply only to those who agree with him, and that he should be among the ones judging what is appropriate to say. Anyone who disagrees is, well, a vile bigot. Robertson was a bit crude in some of his language, but he’s not vile or a bigot.

If you want to see real bigotry and hate, read some of the things that have been said and written about Sarah Palin.

Agree or disagree with him, at least Robertson has a standard – the Bible. What standard would Morgan use to determine right and wrong? His own wisdom and insight? God help us . . .

As a society, we moved from adherence to traditional Judeo-Christian values to an obsession with tolerance and political correctness. Now we’re seeing a rising movement away from tolerance to suppression of speech and ideas that are unpopular with a large segment of liberal influencers.

People of faith have rights, too, and many are fed up with the clear teachings of the Bible being labeled as hate speech by individuals who either refuse to engage in conversation or lack the capacity to substantively discuss such issues, preferring instead to simply shut down expressions of alternative points of view.

The Gay & Lesbian Alliance Against Defamation (GLAAD) is already feeling the heat in what is being called the biggest backlash in years.

The biggest loser, though, will be A&E. The network’s knee-jerk response to suspend Robertson lit a fire under his fans and scores of others who believe in free speech.

A&E could have simply issued a statement saying that Robertson’s views are his own, and that they do not reflect the views of the network. That’s PR 101, and it would have put an end to this thing pretty quickly.

My friend and PR colleague Chris Turner has written a post on his blog about the controversy titled, “Three interview tips you can learn from Phil Robertson.” I intentionally waited to read it until I finished writing this post so that it didn’t influence my thinking. Chris makes some great points about working with places like GQ. I previously wrote a similar post about ways to counter media bias, including my advice to avoid media outlets you know aren’t going to give you a fair shake.

In Robertson’s case, though, I’m not so sure he didn’t know exactly what he was doing. Look at how much conversation there has been about sin, morality and the Bible the last few days – which as a Christian is conversation he welcomes.

 

How Public Relations Can Drive New Business

Earlier this month Nashville Business Journal ran a column I wrote in its “10 Minutes to Better Business” section about how public relations can drive new business. The article is part of the publication’s premium content, which means you have to be a subscriber or pay to read it all online, but NBJ granted me permission to reprint the entire column on my blog:

What can public relations give you that no other marketing tool can replicate? Credibility.

When your company or brand is the subject of a news story, people know the story has undergone the scrutiny of an objective third party’s fact filtering. Although you lack control over what’s reported, that’s precisely why news media coverage is so much more credible than an advertisement—audiences realize the message wasn’t purchased.

It’s no accident that some companies get more ink and air time for their brands than others. In fact, a small company’s adept use of PR can level the playing field with larger competitors if it has an intentional, ongoing effort to generate publicity and its leadership has made PR a priority.

Publicity tends to beget publicity, which in turn makes your company or brand more “discoverable” by journalists, influential bloggers and prospective customers. Social media can help you extend publicity’s reach even further.

The key to using PR effectively to drive leads is to have a strategy in place that compliments new business development initiatives with a clear focus, target and purpose. Without those elements, PR tactics tend to lack direction and consistency, or they simply fall off an organization’s radar as the tyranny of the urgent takes over.

If properly targeted, PR tactics will give your brand higher visibility, position you as an expert in a particular niche and get the attention of decision makers—all of which are invaluable in generating new business leads.

(Reprinted with permission of Nashville Business Journal. The original article ran in NBJ’s September 6, 2013, edition.)

Ad Agency PR Advice for Journalists Turned Content Marketers

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I’ve reached the place in life where neither my daughters nor my parents pay much attention to my advice (though they always listen politely), so I’ve learned to be careful about offering unsolicited opinions. More appropriate for these situations, I’ve discovered, is to use the Socratic approach of asking questions in hopes of sparking critical thinking and enlightenment.

However, after reading a PR Daily article about how many journalists are migrating to PR, especially content marketing, I just couldn’t resist offering what I hope will be some helpful suggestions to those who pursue PR on the ad agency side. On second thought, let me rephrase that: These are humbly submitted thoughts you might possibly want to consideration if you are about to make, or have already made, this transition.

I should first mention that while the majority of my career has been on the public relations side, early in my career I got a taste of the journalism world by working as a correspondent for a daily newspaper and on the editorial side of a health care magazine.

My journalism experience taught me valuable lessons and exposed me to what it’s like to get pitches – good and bad, well targeted and wildly unfocused – from people hoping to get publicity for their company or client. That experience has helped me to be more thoughtful when approaching a reporter to discuss a story idea or respond to an inquiry.

I also need to acknowledge the  Software Advice tips cited in the PR Daily article, which by and large are quite good except for the advice to “Uphold traditional journalistic principles, no matter where you work.” Um, I don’t think that’s very realistic given that journalists who go over to the PR side have a much different role, which I’ll cover in a minute.  Now, on to my thoughts:

First, don’t underestimate the magnitude of the transition from working for a news media organization to working for an ad agency. Both are fast paced but the environments are very different, and instead of going from news event to event, you may be moving from industry to industry with the clients you serve.

Second, remember who you represent. One of my best hires when I was an ad agency VP heading up the PR department was a long-time investigative reporter who was looking to make a change. He was a great reporter and an even better person, but for the first few months I had to work at getting him to quit investigating our clients and focus on representing them.

Third, be prepared to adjust your writing style. While great writing is vital to effective content marketing, it requires a different approach than traditional news reporting. Facts and figures alone don’t make compelling content that excites and motivates readers. Feature writing is much closer to what’ll you’ll be doing in content marketing. If you’re a good story teller, chances are you’ll be a good content marketer.

Fourth, face it – you’re no longer writing to be objective and balanced. While it’s true that there is a lot of bias in the news media today – with an increasing focus on advocacy vs. reporting the facts – content marketing is all about providing useful, well-targeted information, not representing all sides of an issue. Your mission is to be an enthusiastic advocate who builds trust, engages customers and enhances the brand – not some detached, impartial third-party onlooker.

Fifth, recognize that your competition is no longer other reporters – it’s everyone; everyone, that is, who can has a computer and can write a blog post. The competition is fierce, critics are bountiful and the work is demanding, but aren’t those challenges that drew you to journalism in the first place?

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How to Maximize Ad Agency PR Success for New Business

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You’ve just gotten a great media hit for your agency – now, how can maximize this important third-party validation for new business exposure?

For starters, make sure your clients, employees and other stakeholders get a copy of the article, broadcast interview or Internet story, and invite them to share it with others who may be interested. A handwritten cover note to clients is a nice added touch.

The coverage should also be displayed on your website, and you’ll want to write a post about it on your agency blog with a link to the story.

And, of course, you’ll want to utilize your social media channels to help get the word out by linking to the story.

If you have an agency newsletter, consider reprinting the article in the newsletter (after obtaining the publication’s permission to do so) or at least make mention of it by including highlights of the story. If it’s a radio or TV interview, include a few key quotes as excerpts.

Next, you can further expand your reach by doing a news release about the coverage, especially if it’s in a prominent national news media outlet. Paid online news release distribution services come in very handy in times like this.

And if you’re fortunate enough to get a national hit, be sure to alert your local news media as that may generate another round of publicity, or possibly be included in a future story about your agency.

Framed copies of newspaper and magazine articles are impressive when people are touring your agency, especially if you have a number of them to display along the walls or in a conference room.

And, of course, you’ll want to include media hits as part of your new business pitch to answer the question “Why you should hire us?”

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14 Traits of Highly Effective Ad Agency PR Spokespersons

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Having served as spokesman for a large international organization as well as for a variety of agency clients, I can attest that it is a challenging job, especially when dealing with hostile reporters who are trying to trip you up or make you look bad.

Being a spokesperson can be a high pressure chore, especially when you’re in the middle of a controversy or crisis. As the face and voice of the agency (or one of your clients), what you say can positively or negatively affect relationships with stakeholders, clients, competitors and other important audiences.

There weren’t any “Spokesperson 101” elective courses when I was in college, and I’d be surprised if there are many today. Absent a specific course on the subject, the best preparation is good media training, but even with such training I’ve found that the art of being an effective spokesperson is best learned through experience.

An important part of any ad agency PR initiative is finding a person well suited for the role of representing your agency to the world. Depending on your agency’s size and delegation of responsibilities, the role of spokesperson likely will go to one of the principals or to the highest-level PR person. (In some cases that person may be both.)

But more important than the person’s specific role in the agency is to possess certain traits. Obviously the person who serves as spokesperson must be knowledgeable about the agency, industry and specific topic at hand, but it takes more than that to be successful. Some things can be learned through experience, but there’s also a certain personality type that thrives in this job.

Here’s my list of 14 “must have” traits for an effective ad agency spokesperson:

1. High integrity; you can trust what this person says
2. Excellent communicator who is clear, concise and articulate
3. Able to reframe an issue in a positive way without sounding contrived
4. Well prepared
5. Likable personality
6. Confident but not cocky
7. Cool under pressure
8. Able to think on his or her feet
9. Not easily rattled
10. Doesn’t get defensive
11. Able to laugh at himself or herself
12. Learns from his or her mistakes
13. Takes criticism well and uses it to improve
14. X factor

The last one, which I’ve called the “X factor,” is something I can’t define—I just know it when I see it. If you think about good spokespeople you’ve observed over the years, you’ll see this X factor in them. Former White House Press Secretary Tony Snow had it. He possessed a sunny disposition and always struck me as someone who was born for that role. The not-so-good ones lack it. You can probably think of some of those folks on your own.

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13 Ways to Build Ad Agency PR in 2013

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If you’re looking to build your ad agency’s reputation this year, here are 13 PR tips for 2013. If your agency is already doing all these things, you’re doing well PR-wise—just keep up the good work this year and make sure you maintain a consistent effort.

If you’re doing some but not all of these things, consider adding the ones you’ve not yet tried and see how, over time, they enhance your visibility and boost your new business efforts.

If your agency is not doing any of these—wow, it’s high time you started taking PR more seriously because you’re likely losing business to competitors who are engaged in these activities.

  1. Fine tune your agency’s messages so that you can convey your expertise clearly and concisely.
  2. Shorten your pitch. In this age where sound bites, e-mail subject lines and Twitter characters dominate, it’s vital to “do more with less” by making your pitch a quick read that immediately gets to the point.
  3. Regularly update your media list. People come and go, and failing to keep up to speed on who is covering your industry can be costly. Resources like Bulldog Reporter and Bacon’s Media Directories not only provide the latest listings of reporters’ contact information and the industries they cover, but they also have valuable insights on each reporter’s preferred method of contact, their deadlines and pet peeves, etc.
  4. Get to know at least one reporter who covers your niche each quarter. That’s just four people this year, which is very manageable but could have a huge payoff. Not sure where to start? Try following the reporter you’re targeting on Twitter, Facebook and/or his or her blog. Not only will you learn a lot about this reporter’s interests, but you’ll also discover opportunities to comment and interact.
  5. Get to know at least one blogger who covers your niche each quarter. Read that person’s blog regularly, comment when you have something worthwhile to add to the conversation, and when the time is right ask for an opportunity to submit a guest post.
  6. Utilize a new channel, such as LinkedIn Answers, to help others seeking information and to position yourself as an expert.
  7. Subscribe to receive daily e-mail updates from Help A Reporter Out (HARO),  BloggerLinkUp and RadioGuestList, and review them each day. These are free resources that bring interview opportunities to you.
  8. Keep an eye out for opportunities to comment about what’s already in the news, such as trends or breaking news. Google Alerts can help you keep on top of news related to your niche, but you must act quickly because the media will soon be on to the next story.
  9. When you see a story about a topic that you could have provided some great insights and commentary, rather than bemoaning the fact that you weren’t included in it, get in touch with the writer, tell him or her how much you liked the story, and then add an insight or two based on your experience. Close your note by offering to be a source for future stories related to the topic and thank the reporter for considering you down the road.
  10. Use one or more paid online news release distribution services like PRWeb to expand your reach and generate buzz. A steady stream of news through these services will draw the attention of reporters and bloggers covering your industry, and also make it easier for prospects to find you.
  11. Create an e-newsletter to comment on trends in the industry, and as you meet reporters and bloggers, ask if they’d like to be added to your mailing list. This keeps you front and center, and may trigger story ideas from those who read it. If nothing else, you’ll stay on their radar as a source when they do stories in your area of expertise.
  12. Tell your agency’s story visually whenever possible. Photo sharing, infographics and visual story telling are growing at an incredible rate. This year it’s estimated that more than 90% of Internet traffic will be video based, and more than 800 million unique users visit YouTube each month. Pinterest is now one of the most popular social networks. Your prospects are there—are you?
  13. Keep your blog current and its content top-notch. (You do have a blog, don’t you? If not, this is the year to start one.) Great content is one of the most important ways you can build a following among your

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This past week was not a good for print news media.

For starters, a PewResearchCenter poll found that only 29% of Americans surveyed said they read a newspaper the previous day, with only 23%  reading a print version.

The survey also found that Americans still like to read, with 51% saying they enjoy reading a lot, but an increasing number of them are reading papers digitally.

Print magazine and book reading are also down significantly, the poll found.

Then, it was disclosed that “senior figures” at the UKGuardian and Observer newspapers were “seriously discussing” ending print editions and going entirely online.

Finally, Newsweek announced that it will go to an all-digital format, ending a nearly 80-year reign in print. In covering this announcement The Wall Street Journal noted, “The switch will make Newsweek the most widely read magazine yet that has given up on the print media, a signpost of how traditional print news outlets are being battered by an exodus of readers and advertisers to the Web.”

In today’s edition of The Journal, “Sentiment Tracker: A computational analysis of the conversations on social networks,” found only 10% saying they’ll miss the print version. The following are a few snippets of online reaction, as reported by The Journal:

  •  “Congratulations to Newsweek: You are now a blog!”
  • “No one bought the mag. And no one will subscribe for digital membership.”
  • “The problems are deeper than the digital revolution.”
  • “Will all magazines be doing this soon?”

For many of the surviving print publications, these pressures have resulted in reductions of staff and coverage, and in my opinion their overall quality and relevance have suffered.

A print newspaper that once dominated a market now finds itself facing competition from Internet sites that focus on local news, as well as blogs. To make matters even worse, many people are not willing to pay for online news.

For PR people, there’s good and bad news in all this. The bad news is that it’s getting tougher to get stories placed in print publications. But on the positive side, more choices exists for outlets to cover news and feature stories.

A number of years ago I had a medical client in another state that wanted publicity in the local market. One newspaper dominated the entire market. I crafted one good story pitch after another, each of which had a strong local angle—only to find each one rejected by the local paper.

This client did quite a bit of advertising with the local paper, so one day I decided to call the ad rep and see if I could get some insight into why I was having such difficulty getting anyone at the paper to give me the time of day. After sharing my tale of woe, the ad rep replied, “I hear that all the time!”

She went on to disclose a bit of her frustration—as well as the frustration expressed by so many of the local advertisers with whom she was in regular contact—that the editorial staff simply refused to consider ideas from the outside. If the reporters didn’t come up with the idea, it wasn’t worth exploring.

That sort of arrogance, combined with being out of touch with the community the paper served, is one example of why so many people are looking elsewhere for news and information.

Most print newspapers also have an online version these days, but if they aren’t covering stories their customers want to hear about, neither format is going to do very well in the face of increased competition.

Another benefit to the explosion of online for ad agency and small business PR is that much more information is available about the types of stories particular reporters are interested in covering, along with their personal preferences, likes and dislikes. You can learn a lot by reading a reporter’s blog, online archive of stories or by following him/her on Twitter or Facebook.

Of course the reason winners are consumers, because they now have more choices than ever for where and how they get their news. Print reporters would do well to consider that before automatically dismissing story ideas because they didn’t think of them first.

Don Beehler provides public relations consulting services to advertising agencies and businesses.

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Decline of Print Media Presents Challenges and Opportunities for Ad Agency PR

Ad Agency PR 101: What Is the Name of the Person Who Cleans Your Building?

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This post is a little different because it isn’t directly about public relations, though indirectly it is. My topic is how we deal with the people we encounter in life and our attitudes toward them, whether they are powerful, powerless or somewhere in between.

Before I started my own firm, I headed up the PR department of an ad agency. One day a colleague there shared a story I’ve always remembered. It went like this:

In his second month of night school, a student breezed through the questions until the last one: “What is the first name of the woman who cleans this building?”

Surely this was some kind of joke. He’d seen the cleaning woman several times. She was tall, brunette and in her 50s, but how would he know her name?

He handed in the paper, leaving the last question blank. Before class ended another student asked if the last question would count.

“Absolutely,” the professor answered. “In your lives, in your careers, you’ll meet many people. All are significant. They deserve your attention and care, even if all you do is smile and say hello.”

“I’ve never forgotten that lesson,” the student wrote many years later. “I also learned her name was Dorothy.”

I love that story because it speaks so clearly and strongly to the ways in which we can easily overlook others. As this professor pointed out, in our lives and careers we will encounter all kinds of people. We should never forget that each person is significant and deserving of attention and care.

In the PR profession, we’re pretty good at taking the time to get to know the names of key journalists, bloggers and other influencers who we hope can help us in some way. But this story reminds me that there are other people whose names I should be learning as well, because there’s no such thing as an unimportant person.

Don Beehler provides public relations consulting services to advertising agencies and businesses.

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Why Ad Agency PR Should be Leading in Social Media

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It’s been a bit of a mystery to me why the public relations profession as a whole hasn’t been more at the forefront of utilizing social media strategically. The other day I read a post in Ragan’s PR Daily titled “13 reasons why PR should lead social media efforts” that shed some light on this puzzle.

The author, Elizabeth Sosnow, is managing director of BlissPR. You can read the reasons she believes PR is better suited than sales, advertising, human resources, etc., to be in charge of an organization’s social media efforts here.

She talks about how PR people are storytellers; how we build content; our training to empathize and converse with different audiences; our skill at earning and keeping attention; our ability to be sensitive to reporters’ needs, etc.

All this is true, but in my opinion she misses the bigger picture.

Social media is about engaging audiences, and that’s why PR should be front and center in social media efforts.

We need to focus on talking with people, not at them. Conversing with different audiences is as close as Elizabeth comes to this in her list, but to me the real strength of social media is the way it enables us build relationships and enhance trust in ways that other mediums can’t match.

Social media allows us to start or participate in conversations with individuals we might otherwise not reach. We can answer questions, solve problems, have constructive debates and gain a better understanding of issues and concerns from the other person’s perspective.

The hallmark of good public relations has always been two-way communication. PR is far more than telling a story, grabbing attention and being sensitive to bloggers and reporters. Each of those is important, but effective PR goes beyond making pitches and connecting with others. In a word, it is interactive.

Social media gives ad agencies and small businesses unparalleled ways of communicating one-on-one with customers, prospects, influencers and other interested parties.

As David Meerman Scott writes in his excellent book, The New Rules of Marketing & PR, “…what all the new Web tools and techniques have in common is that together they are the best way to communicate directly with your marketplace.”

But if we are too busy pushing our story or point of view without actively listening and having a genuine dialogue, PR will take a back seat to other disciplines that are willing to do so.

Don Beehler provides public relations consulting services to advertising agencies and businesses.

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Chick-fil-A Protests Result in PR Shellacking

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For years, cows across America have been spotted on billboards, print ads and television commercials urging us to “Eat Mor Chikin.” The chickens, apparently fed up with the campaign, decided to strike back by enlisting an assortment of perpetually outraged groups and individuals to portray Chick-fil-A as a corporate villain.

By now the story is well known: In an interview with Baptist Press, Chick-fil-A President Dan Cathy, who is a Christian, expressed personal support for traditional marriage, unleashing charges of being “anti-gay” and a torrent of vitriol toward a company that by every measure has been a model corporate citizen.

Among those with ruffled feathers were mayors in three cities who threatened to block the openings of Chick-fil-A restaurants simply because they don’t agree with his personal views. Others made extraordinarily hateful comments and threatened to boycott the restaurant chain or take other action.

Yesterday we saw the results: A classic PR backfire that scorched the opposition and generated a whole lot of moo-la for Chick-fil-A.

While the controversy is far from over, there are at least four PR lessons to be learned from the events of the past few days.

First, be very careful with boycotts because they can do more harm than good, especially in terms of perceptions. The millions and millions of people who saw pictures on the evening news and Internet of long lines streaming into Chick-fil-A restaurants around the country will long remember those images, as will the protestors who took a PR shellacking by this massive rebuke. There are companies whose policies I don’t like, but rather than calling them names and trying to organize boycotts against them, I simply shop elsewhere. People who don’t agree with Mr. Cathy’s values ought to consider just eating elsewhere.

Second, this episode is instructive in reinforcing how quickly a crisis can strike. The president of a company that has rarely if ever seen much in the way of controversy made remarks some found offensive and wham—the entire restaurant chain is suddenly in the crosshairs of a national firestorm.

Third, the value of having third-party influencers come to your organization’s defense when it’s attacked cannot be overstated. Gov. Mike Huckabee, Billy Graham and Rick Warren are among scores of leaders who defended the embattled chain. Ted Cruz, who just won the Republican nomination in the Texas Senate run-off race, served Chick-fil-A at his victory party. A major Wendy’s franchise owner put “We stand with Chick-fil-A” on his restaurants’ signs. Chick-fil-A didn’t have to lift a finger to defend itself; instead, a panoply of supporters did that for the chain.

Fourth, the incredible speed at which social media can spread the word is a game-changer. Gov. Huckabee conceived the idea of an Appreciation Day, and word zipped across the Internet through a special Chick-fil-A Appreciation Day Facebook page, Twitter and other channels. This was the grapevine in action exponentially.

Regardless of what one believes about how marriage should be defined, the attacks struck a nerve among fair-minded, freedom-loving people who turned out in droves to participate in Chick-fil-A Appreciation Day.

Here was a positive, tangible way for them to express their support for a company they admire while at the same time defend values to which they also adhere.

For those who agreed with the protestors but not with their methods, eating at Chick-fil-A was a way for them to take a stand for freedom of speech and religious expression. And for untold thousands, showing up and buying a meal during Chick-fil-A Appreciation Day was a way to register their protests against what they saw as hypocrisy on the part of many of the same people who routinely lecturing others about the need for tolerance and diversity.

The majority spoke peacefully yet decisively. They clearly demonstrated that they are tired of being bullied by elements in our politically correct society that seek to control what they say, think and do. The majority voted with their pocketbooks, and the result was a record-setting day for Chick-fil-A.

If the protests continue, I suspect the pushback will be even stronger. It reminds me of the old cartoon in which Wiley Coyote was always getting outmaneuvered by the Roadrunner, only this time it will be the cows outmaneuvering the chickens all the way to the bank.

Don Beehler provides public relations consulting services to advertising agencies and businesses.

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