Building Trust in Public Relations

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Ethics… it’s just a matter of right and wrong, correct? Yes, but there are layers to being an ethical professional. Remember when PR was deemed the profession of spin? We’ve come a long way since then and in today’s media landscape, where everything is picked apart and scrutinized, we must remain trustworthy.

media-gatekeeperWhen covering ethics in public relations, there is a lot of mention of keeping the line of communication between the public and company, client and/or brand transparent, as well as legal. It’s a no brainer that public opinion is important but we must remember the gatekeeper, the middle man, better known as the media. Building trust between practitioner and the media is just as important because essentially, they are telling the public your story. One of PRSA’s core codes of conduct is the free flow of accurate and truthful information. That means building honest relationships with journalists, even if they become a close friend along the way. As ethical PR practitioners, we must play fair and keep an even working relationship between all members of the media. Yes, we should tailor each message depending on the interest of the publication and beat, but that doesn’t mean sending over confidential, inside information to a journalist just because you two are friends.

Being ethical doesn’t just mean avoiding bad situations. It is proactively doing what’s right, giving clear, correct, and complete information to the media while building meaningful relationships. Here are three essential rules to build trust between the media and the public:

  1. Do what you say you are going to do

As a PR professional, it is our primary job to communicate and disseminate information to the public. We are a resource and must be complete, accurate and timely at all times. Don’t be that PR person to hit up a journalist months before or after a issue is being printed with “new news” on the topic. They don’t care, you’ve missed your chance, and you’ve broken a tad bit of trust by wasting their time. We must remember that day to day, we work with a variety of people, companies, and industries that may not work in the same manner. Keep a trustworthy relationship with all stakeholders by meeting deadlines, responding to emails and phone calls, and fulfilling the duty of being a resource.

2. Focus on the relationship not the transaction

Trust comes with respect. If your primary connection with a person is based on press coverage, it is less likely they will come to you when they need a quote from an industry leader. How would you feel if a journalist clearly makes it known they primarily work with you because your company offers cool freebies or perks, you’d feel a little used. Don’t continuously send press releases and pitches without any other dialogue. Set time aside to really get to know the journalist and what they like, beyond their beat. Sometimes, working relationships are forced but to build solid relationships with the media remain open, transparent, and friendly.  

3. Remember the Golden Rule

The Golden Rule simply states, “Do unto others as you would like them to do to you.” How would you feel if you were on deadline and someone didn’t give you critical information needed? What would you think if you gave a journalist cool information on a new campaign, and they left out the hook that made the story interesting? Ethical public relations can be much simpler if we keep the Golden Rule in the back of our minds. Treat your client, the media, and the public with respect by practicing public relations with the highest ethical principles.

 

i-zthGPGn-XL-230x300Jasmine L. Kent, a member of PRSA-LA, is a fan of all things food and beverage, pop culture, and media. Combining all three passions, Jasmine builds community through engaging online marketing and dynamic events as an integrated communications professional in Los Angeles, CA. Keep up with her on Twitter and Instagram at @LoveJasPR or visit LoveJasPR.com.

 

5 Tips To Embrace Diversity & Inclusion

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Diversity Month continues at PRSA and I am here to share a little of what I have learned along the way.

When I was asked by Henry Cervera Nique, diversity liaison for the New Professionals Section and fellow member of the Diversity and Inclusion Committee, to share five tips on how to embrace diversity and inclusion for new PR pros – I was honored.  While I have been in the PR and communications field for a bit, I still consider myself a student of the practice as I am constantly learning.

Like Henry, I am a storyteller and a diversity superhero.  Throughout my life, I have championed diverse and inclusive stories and points-of-views, from high school to college, and now, in my professional career. And, what have I learned along the way?  LOTS!  The most important thing I have learned is to use your voice – there is power in one.  Your voice is strong.  Your voice is influential.  Your voice matters.  Never forget this.

With that said, here’s five tips to help new PR professionals embrace diversity and inclusion:

#1 – Mentoring

As new professionals we are often concerned about finding a mentor, someone to guide us, and give advice – to help with transitioning to the professional world.  But remember, there is also great value in you serving as a mentor, too.  This can be peer to peer, reverse mentoring, and traditional mentoring. By being a mentor and sharing your experiences, background, advice – you’re adding to the story, one which is diverse and inclusive.  Plus, if you’re reverse mentoring with a senior professional, you’re automatically gaining exposure and visibility for you!

#2 – Networking

You may have heard the saying, ‘you never know where that next connection will lead you.’  Well, it’s true.  The key to networking is to be yourself.  Be authentic.  Take a genuine interest.  Take initiative when sharing your story, your elevator pitch.  And, when you’re first starting out, talk to everyone.  And, talk to them again.  This is the time to build your network.  Be open minded with who you talk with and soon, you’ll have an amazing strong and diverse network to support you.  Most importantly, now that you’ve made these great connections – don’t drop the ball.  Follow up and continue to nurture those relationships.  Your next gig will most likely come from your network.

#3 – Personal brand

What is your personal brand?  Do you know what your personal brand is?  Your personal brand will help you stand out and be part of the diverse and inclusive fabric of your company or organization.  When it comes to your personal brand, remember your online self.  Are your snaps and FB posts reflective of your brand?  Once you define what your brand is, be consistent – this will help to strengthen and reinforce your personal brand.   You’re building value.  Remember, no one else will do this for you – only you have that control.  Be true and be you!

#4 – Taking risks

This may seem simple in theory but when it comes to practicing it, taking risks can be intimidating.  Turn that fear into an opportunity.  Taking risks is fun.  Taking risks is challenging.  Taking risks is rewarding.  When it comes to embracing diversity and inclusion, some may see this as taking a risk.  Imagine if we all took risks and embraced change, how much more an inclusive environment we would have?  Go ahead and take risks – what have you got to lose?  It could be your most amazing career experience yet!

#5 – Managing change

Similar to taking risks, managing change in today’s economy is more important than it’s ever been.  Change is all around us.  Change drives innovation.  Change disrupts.  While change can be scary, it can be very liberating.  Think of all the stress you’d let go of?  Bring on the change!  Once you do, you’ll automatically build a more inclusive way of thinking, in turn, embracing a more diverse and inclusive environment!

These are a few tips I have learned along the way to help new PR pros on how to embrace diversity and inclusion.  As the next generation of leaders in PR, your voice is critical.  Be vocal, be the change agent you are, and cheers to your continued success in making our profession the most diverse and inclusive ever!

Laarni-DacanayLaarni Rosca Dacanay is an award-winning communications professional with expertise in the entertainment and media industry. Currently, she is the External Communications Manager for Comcast and her other experience includes:  NBCUniversal, Focus Features, and NBC. Laarni also serves on the PRSA National Diversity & Inclusion Committee. Follow her on Twitter @laarnid1.

Ask New Pros: Your questions answered

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As we’ve written in the past, mentorship comes in all shapes and sizes. The beauty of it all is that everyone has something to offer–even the new pros! We’re taking questions from PRSSA members who are looking ahead to the great transition from being a student to entering the working world. Each month, look for our answers to students’ pressing questions. If you want to contribute as a virtual mentor to PRSSA by answering some questions in the #AskNewPros series, send Alyssa an email.

Do you have a burning question for PRSA New Pros? Ask us!

Copy of August

Paperwork.

“Setting up benefits, insurance, etc.”
— Ruthann Campbell, Programming co-chair

Realizing that work/life balance really is an art.

“In comparison to an internship or a semester at school being full-time has no specific end date, so you have to make a conscious effort to find your own work/life balance while giving your career all you can.”
— Jess Noonan, New Pros chair

“I thought I was prepared for everything – a new environment, new city, real job, you name it. Turns out the one thing I wasn’t prepared for was how to handle time management for a good work-life balance. I know it seems like this is such an easy thing to manage, but any YoPro will tell you that this is one thing you need to prepare for in the real-world. Time management and over-communication are extremely important traits to learn quickly. it’ll get you ahead of the rest of the interns/entry level folks if you’re an over-communicator and have a handle on your time!”
— Andrea Easley, Membership co-chair

“Making time for things I’m interested in outside of work. Everyone always talks about how important work-life balance is, but no one really explains that it’s more about making time for the things you care about. In college, it’s easy to make time for going to the gym, hanging out with friends, reading that book you’ve been wanting to finish, getting involved with an activity or organization, whatever because there are clear blocks for everything. You go to class from this time to that time, you go to your internship or to work, you study and everything fits. After college, it’s just as easy to plop on the couch after work because you’re mentally drained and fall down the Netflix rabbit hole instead of doing those things that you tell yourself you’ll get around to. It’s important to make time for things you like, even when you’re tired & busy. If you care enough about something, you’ll find the time to do it.”
— Robyn Rudish-Laning, Membership co-chair

How tired I’d feel! The adjustment to early mornings was hard. If you feel like you’re zapped every day after work, your body will adjust. Get on a good sleep schedule and stay hydrated!
— Heather Harder, Programming co-chair

The expectations of doing your job well all the time. When you’re a professional, even a new one, your supervisor and team look for you start helping them move toward their business objectives soon after you start. “Getting it right” 85 percent of the time as an intern might be great, but when you’re full-time the expectation of a good employee is more like 99 percent.
— Brian Price, Chair-Elect and Section Liaison

Join PRSA New Pros at PRSA ICON

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The PRSA New Professionals Section is very excited to announce our networking session during the upcoming PRSA International Conference in Indianapolis from Oct. 23-25!

PRSA New Pros will host a networking breakfast and discussion on Oct. 23 featuring:

  • Updates from the New Pros Section leaders
  • Information on how you can get more involved
  • A guest speaker from the PRSA Board
  • 30-minute networking and Q&A session to meet new pros from around the country

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We would love our members’ input on what you would like included during the networking time. Please comment below with any ideas around what would be most beneficial to you during the networking session. Feel free to also pre-submit questions you would like to ask during the Q&A portion, which will include discussion with other New Pros to help solve challenges you’ve faced professionally. You may also submit ideas and questions via email to Jess Noonan, Heather Harder and/or Ruthann Campbell or tweet us @PRSANewPros.

Please RSVP for the breakfast here.

We look forward to seeing you at #PRSAICON!

 —The New Pros Committee Chairs

Embracing Diversity In and Out of the Office

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Diversity is one of the biggest employer buzzwords out there right now, but the truth is that PR has a big diversity problem. One of the main problems with workplace diversity is that it’s sometimes viewed as a top-down initiative meant to make the company look good, not to improve the workplace or services offered. New Pros, with their differing outlooks and definitions of what “diversity” is, can help solve PR’s lingering issue.

Original plans for diversity included hiring people of different races, backgrounds, genders, etc., and to have those groups equally represented within the workplace to create a diverse employee pool. But is that actually the thing to do to help better understand and provide for your clients and audiences or is that just checking off boxes and creating a fun illusion of inclusion and diversity? I’d say it’s the latter.

Today’s new pros are a great example of the cultural shift happening in America, and the world over. More and more of us come from blended backgrounds and we’re described as “an ethnically diverse generation who are team players, optimistic, confident, trusting of authority, rule-followers, achievers in school and generally achievement-oriented in everything they undertake.” Seeing, interacting with and working with people from diverse backgrounds is commonplace because that’s the world we’ve come of age in. We care more about diversity in ideas, philosophies and perspectives than how people look, where they’re from and whether there’s equal representation.

prdiversity

The biggest benefit of a diverse team is that it inspires creativity and productivity. Thoughtfully listening to and talking with those who see things and think about things in ways that you may not helps us to see new perspectives and think outside of our normal boxes. It almost goes without saying that there’s no such thing as being too creative in PR. The open flow of communication between employees of all backgrounds is important to effective brainstorming and problem solving and should be used by all teams, even if that means taking the brainstorming sessions into your own hands and on your own time.

In addition to being more productive and better problem solvers, a diverse team tends to adapt more easily. Whether that’s to new obstacles, changes within the team or changes to the project, adaptability is important to success, especially in PR, where things constantly change. Talking through problems and strategizing the best plan for what’s ahead is a key advantage that comes from bringing together people with varied perspectives and backgrounds to tackle a project.

Since diversity often be a bigger initiative put in place by executives or managers, it may seem like there’s nothing that a new pro can do to influence how diverse a team they are work on. There are plenty of things that today’s new pros can do to make diversity a common part of their their career development. When you have the opportunity, speak up about any coworkers whom you think would add a good, new perspective to a project you’re working on if there’s an opportunity for adding a new team member or seeking out their thoughts.When you’re in a position, maybe a little further along in your career, to make decisions on team structure, bring in members who think differently than you do and offer a different perspective.

New pros should also look outside the workplace to embrace diversity. Look for opportunities to embrace another culture, through festivals, celebrations, studying or simply interacting with those of another culture near you. Travel and experience new areas and traditions. Seek out friends of different backgrounds and ideas. Make diversity less about having equal representation or “checking the boxes” to make sure everything’s covered and more about being a well-rounded, open-minded professional.

Robyn Rudish-Laning (1)Robyn Rudish-Laning is a member of South Carolina’s PRSA chapter and is communications coordinator for the South Carolina Council on Competitiveness. Robyn is also a member of the New Professionals executive committee and is a two-time graduate of Duquesne University who currently lives in Columbia, SC. You can connect with her on LinkedIn or Twitter or read her blog here.