Author: Heather Sliwinski

CSR: Why Organizations Can’t Ignore it Any Longer

Heather Sliwinski 4 Comments

Corporate social responsibility is not just a buzzword.

CSR is a function in which public relations professionals can and should take center stage. However, to bring an organization success in this area, it’s important to first understand why the industry’s emphasis on CSR will only continue to grow.

1. Millennials are changing the game.

As consumer segments go, the millennial generation (to which most of us new professionals belong) is both massive and powerful in the marketplace. As a whole, we are passionate and globally aware.

We care about things like sustainability and the environment. Driven by our “citizen of the world” ethos, we champion humanitarian causes and labor to give a voice to the powerless. We are activists and change agents. We oppose gimmicks, wince at blatant materialism and see through marketing fluff. We look past what a product will do for us and ask who made it, how they made it and how it worked its way through the supply chain and into our hands. We want the organizations we support to have a heart and a conscience.

What this means for brands and organizations is that CSR is not some theoretical “guiding principle” hung in a boardroom. These millennial values are actually forcing companies to revisit their business models and CSR assumptions, and the smartest organizations will let social responsibility revolutionize and dictate the way they do things.

2. Social media is ubiquitous – and it’s making everything else ubiquitous too.

With LinkedIn replacing rolodexes and Twitter affirming the 24-hour news cycle, social media has broken through boundaries that historically had been untouched. Facebook, Foursquare and other platforms have fully transformed society’s view of privacy. As a result, the public now expects to be intimately involved in everything from acquaintances’ personal affairs to the business decisions of companies they like.

In healthcare, the parties who fund research grants demand to see the medical discoveries and solutions made possible through their support. In nonprofits, donors want proof that their contributions are enabling good things, preventing bad things or making some sort of societal difference. In big business, investors need assurance that their company is acting ethically and will not become the next ENRON.

In the midst of all this, an organization must be able to represent itself honestly and openly, knowing that it can’t afford to withhold information – especially from the parties with whom it shares a symbiotic relationship. It must be conversational and flexible. The worst offense is to appear to be concealing something; you may as well put out a call for public scrutiny, assumptions and attacks. This greater call for transparency means that CSR must be fully integrated into an organization. It cannot merely be a morale program that a company decides to roll out. It has to be the organization’s lifeblood.

3. People respect consistency.

One striking thing about the recent presidential election was that so many citizens who couldn’t even articulate their views on political issues could tell you what they didn’t like about a candidate – and that was inconsistency. A common complaint about both major candidates was a lack of consistency and trust in their message.

It’s interesting to note how closely this aligns with the need for any organization to have discernible values and a consistent voice, from its investor meetings to its employee communications to its marketing. Consumers want to know what beliefs an organization upholds, and they want to know that the organization can be counted on to deliver on those values.

Companies can’t postpone CSR anymore—with greater demands for accountability and transparency, organizations need to find ways to make CSR an integral part of their overall mission.

Why do you think social responsibility is such a crucial function? How do you think PR supports an organization’s overall CSR strategy?

 

Keri CookKeri Cook works with Hill+Knowlton Strategies’ consumer marketing practice in New York. She graduated from Liberty University with a bachelor’s degree in communication studies and writes on topics ranging from media relations and marketing trends, to corporate strategy and crisis communications. While completing her undergrad, Cook was named PRWeek’s 2012 Student of the Year. She is also a member of the PRSA New Professionals Section.

Millennials vs. Boomers: the Imaginary Division

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According to the National Center on Citizenship, there are 77 million baby boomers and 82 million millennials. Chances are you are among the wave of 82 million millennials who are now employed or are looking for employment, or are a member of the boomer era who is phasing out of the workplace. Our personal, professional, societal and structural values are changing and along with them, the workplace.

Unfortunately, the generations have been framed as feuding—one generation up against the other. Baby boomer vs. millennial.

Many stigmas are associated with both baby boomers and millennials to further this imaginary division. Millennials whine and feel entitled. They are lazy, immature, sloppy and in constant need of attention. Boomers are resistant to change, stuffy, impersonal, greedy and slow. These stereotypes come from one point of view misjudging the other. Boomers and millennials have much more in common than credit is given.

These differing values are ironically due to the boomers who have raised the millennials. An MTV study called “No Collar Workers” highlights the very different views that millennials and baby boomers have about professional life as a whole. This different mindset on how to approach the workplace seems to be the overwhelming variance between the two. Boomers and millennials differ on how the workplace should be run, where one fits into the overall structure, how teams are comprised, when and why meetings are scheduled and how to effectively collaborate on a team project, to name a few.

Boomers have values centered on structural and individual responsibility vs. collective responsibility. Boomers are hardworking, devoted to their position within the workplace and feel that the traditional office environment and the traditional workday is the best way to get the job done. “Face time” is equally important, as is the actual labor. Boomers prefer to have a specifically structured system where feedback is given at a specific time of year (six months review/annual review). This structure is based upon objectives and goals. Boomers are content with being a cog in a machine, not necessarily knowing or caring where they fit into the big picture. This expectancy and rigid hierarchy places each person in their “lane.” The hierarchy provides a chain of command that allows decisions and what work is to be done and by whom and what direction the company heads in delegated to appropriate areas.

Millennials would rather have no job than a job they hate. Millennials attach meaning to doing what they love not just doing. Millennials are hardworking and want to work where their creativity is appreciated and valued. Within the internal structure, millennials want to see where and how their work fits in the overall picture. Millennials crave mentorship and responses from their management and hierarchal team. Their view is a more flexible approach to the job. For millennials, as long as the work gets done, the amount of time spent in the office shouldn’t matter. Transparency is a mainstay of the millennials, which translates to openness and honesty.     

These stigmas, values and opinions about the other group cause both sects to get a bad rap. Boomers feel overworked and unappreciated, and millennials often feel the same way. Both sects face age discrimination and are having a tough time landing jobs in the current market. Boomers have been forced by financial necessity to delay retirement and continue working, while the millennials enter a more intense job market with fewer opportunities. Both groups need each other. They need each other for different reasons and are having a hard time understanding each other’s perspectives, values, motivations and intentions. Among the clash of ideological difference, personal difference and professional difference, an accord must be reached. Both groups can teach, grow and learn from the other.

As the retirement ages continue to rise and the evolution of the workplace continues, maybe we will see a transformation and the revocation of any idea of a generational rift. The millennials are a huge and beneficial entity as are the older and more experienced boomers. Hopefully by focusing on the common goal of finding meaning work, the environment will be one of collaborative nurturing, leading and learning.

 

JR RochesterJR Rochester is a recent graduate of East Carolina University with a degree in public relations and interpersonal organizational communication, with a passion for digital communication, interpersonal communication and international relations. He has experience in social media, community building digitally and locally, in-depth experience planning, implementing digital product marketing strategies, grass roots efforts, client and brand reputation management, event planning and marketing. He is a member of PRSA Charlotte, PRSA New Professionals Section and Toastmasters International. He is a proud veteran, drummer, avid cook and self-professed geek. 

Lessons from PRSA International Conference: A New Professional’s Perspective

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The last time I attended PRSA International Conference in 2010, I was convinced that I needed (and wanted) to join Twitter after sitting in on so many compelling social media sessions. Joining Twitter when I did was one of the best decisions I made in my early career. On my way to San Francisco last month, I couldn’t wait to see what the 2012 conference would have in store for me.

In a three-day whirlwind, I furiously monitored Twitter feeds, filled numerous pages with notes (am I the only one who still takes handwritten notes?) and even had time to kick back and socialize with industry peers. The conference flew by, and my brain was on overload on my flight back to Chicago. I was excited about all the new tips and tricks I was going to implement right after conference, but once the overflowing inboxes and pressing deadlines kicked into my routine again, it would be easy to forget everything I learned and go back to doing things the way they’ve always been done.

Even though a month has passed since conference, a few key takeaways made a lasting impression on me. Here’s what I’m still thinking about four weeks later:

Content is king: One of the themes across many sessions and keynotes was that traditional sales-y press releases and marketing speak are no longer tolerated, by either the media or consumers. The key to achieving great results for PR campaigns is developing and sharing relevant content targeted to your audience. The question “So what?” has never been more important.

When the spreading of information is placed in the hands of the public—not just the media—content can cause your communications to sink or swim. Newsletters, images, tweets, blog posts and videos should all be developed with the audience in mind, making sure to show what’s in it for the consumer when spending their precious time on your communications. Provide interesting content and both consumers and the media will keep coming back to your brand for more.

Social media should supplement, not replace: Tim Westergren, keynote speaker and founder/chief strategy officer of Pandora, mentioned in his general session that social media would never replace his town hall meetings or personalized emails to Pandora users. Other presenters echoed his sentiments that social media is a great tool, but it’s not a strategy and should not be the lone tool in your toolbox.

Even the Conference committee realized that social media is no substitute for in-person networking and relationship-building and hosted a tweetup (my first!) for attendees, allowing us to meet face-to-face with other PR professionals we follow on Twitter, as well as make new connections. Being able to speak with other professionals in sound bites longer than 140 characters was an irreplaceable opportunity to make more meaningful impressions.

Don’t rest on social media alone to converse with your audience and provide relevant content for their use. You might be missing out on great chances to connect.

Passion drives success: Both Biz Stone, co-founder of Twitter and keynote speaker at Conference, and Westergren made one point clear—passion and belief in their business was the driving force behind their success.

As new professionals, we may not always have the privilege of working in an industry for which we have a specific passion. The truth is, because of the economy many of us are either still looking for positions or are working in positions that might not get us jazzed every morning. Maybe you love sports, but you’re interning at a local hospital, or you’re working for a corporation and long to be involved with political campaigns.

However, if we can learn anything from Stone and Westergren, it’s that the passion for what we do will determine our success. If you focus on your dedication to pitching reporters, keeping up with social media trends and providing the best results for your organization or client, you will succeed in your career. If you have a great idea, don’t give up on it. Dedicate yourself to PR and your goals.

I know I really do love PR, I love learning and I love when I achieve top-tier media coverage for a client. It’s all interconnected.

 

Who else attended PRSA International Conference? What else would you add? What did you learn?

 

Heather SliwinskiHeather Sliwinski is an account executive at KemperLesnik, a Chicago-based public relations agency, providing media relations and social media services to a variety of B2B clients. She has held positions in marketing and event planning for corporations, nonprofits and higher education. She earned a bachelor’s degree in journalism and mass communications with an emphasis in strategic communications from the University of Wisconsin-Madison. Sliwinski is the blog co-chair for the PRSA New Professionals Section. Feel free to connect with her on LinkedIn or Twitter.

PRSA New Professionals Week: New Pros Tweetchat Recap via Storify

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Today, the New Professionals Section hosted a tweetchat to celebrate the second annual New Professionals Week. We discussed resumes, portfolios, LinkedIn and more. In case you missed it, see below for a recap via Storify! Thanks to our programming chairs, Elizabeth Rhoads Greenaway and Brendan Hughes, for hosting.

The Press Release Isn’t Dead: Writing for the Digital Age

Heather Sliwinski 2 Comments

In an age where established corporations are challenged by Internet startups and consumers order dinner on their smartphones, every industry is learning to adapt to modern advances in digital technology. In fact, industries are finding ways to harness these developments and capitalize on them.

Public relations is naturally at the forefront of this ever-changing landscape. A discipline responsible for communicating with diverse audiences needs to be where those audiences are and speaking their language. This change applies not only to mass consumers, but also to information and content gatekeepers – another role that has been transformed, not nullified, by the Digital Age.

As traditional media shifts, traditional media relations is feeling some growing pains as well. One of the basic tactical issues PR has to deal with is whether the press release is dead or alive. After all, it’s true that PR has evolved far past the elements conventionally associated with it. Modern campaigns commonly involve social strategies and larger-than-life activations that blur with what’s historically been seen as marketing territory. So it’s only natural that we pause to question whether press release dissemination – sometimes scorned as a pesky push tactic – is still relevant.

The truth is, no matter what you call it or what form it takes as digital continues to evolve, the function of the press release is, and always will be, needed.

Think about it like this. Scores of additional media targets have cropped up as the digital space expands. There are all sorts of individuals you might want to reach, from social media influencers to bloggers, that are increasingly difficult to differentiate from traditional journalists. Everyday consumers have been elevated to the level of news editors, as social media and consumer reviews live in the same space as the journalistic pieces we’ve always thought of as “media.”

It’s a tricky landscape to navigate, but success ultimately boils down to your ability to hold an early, active and formative role in telling and shaping your own story (or likely your organization’s or client’s story). Of course there are many ways to do this, like driving traffic to your site’s media center, fostering a social dialogue or sparking word of mouth interest. These methods are all good things, but the tried-and-true strategy of directly targeting those individuals who are writing and talking about you is still as effective as ever.

A press release is an opportunity to tell your organization’s story with the added credibility of your own proactive authority and voice. There will always be a need to do this, even if the look and sound of it changes from a standard document to a video pitch.

But just because the press release is a timeless PR tool does not mean we can let our approach to it stagnate. The Digital Age has altered the basis of what makes an effective pitch.

To really grasp this, we need to think more like journalists than ever. Keep in mind that their reality is shifting a swell. The 24/7 news cycle is morphing into more of a speed-of-light operation, and journalists are now expected to develop content for traditional outlets, websites and social media. In short, they are the busiest they’ve ever been.

On top of this, easy access to digital information and dissemination has created a much higher volume of incoming pitches. After all, just about anyone can write a pitch and blast it to contacts with a few clicks of Mail Merge. Journalists are weeding through an unprecedented amount of information that’s being hurled their way.

These trends aren’t going anywhere, so we need to be mindful of them as we craft our press releases. The demand for substance is higher, as the digital shift has ushered in a keen focus on content curation and has removed all tolerance for self-promotional language that gives neither journalists nor consumers what they’re seeking. The information inflation highlights the need for credible communication, and that’s exactly what you and your press release are positioned to deliver.

Besides the basics of thinking like a journalist and answering the questions you anticipate them asking – yes, the five W’s and all – you can take several steps to implement new digital trends that will help your press release cut through the clutter.

  • Use a multimedia news release and include elements that can be repurposed for news websites and blogs. Provide infographics, videos and hi-res images that your media target can easily repost.
  • Always consider search engine optimization. Remember that press releases are often housed on corporate websites or widely distributed online. Include keywords and links to relevant resources.
  • Take advantage of online distribution sites, like Vocus’s PRWeb, to help your information reach mass consumers just as quickly as traditional gatekeepers.
  • Make your content simple to share via social media. Be sure your headline fits in the 140-character Twitter limit, and incorporate links that allow readers to automatically share the release on top social platforms.

The form of the press release might change, but the facts, stats and newsworthiness still need to be there. There will always be a need for stories, as long as you know how to drive your story home.

How about you? What’s your take on press releases in the Digital Age?

 

Keri CookKeri Cook works with Hill+Knowlton Strategies’ consumer marketing practice in New York. She graduated from Liberty University with a bachelor’s degree in communication studies and writes on topics ranging from media relations to marketing trends, to corporate strategy and crisis communications. While completing her undergrad, Cook was named PRWeek’s 2012 Student of the Year.