communication and pr… Three Things I Do to Improve My Communication Abilities by Janet Krenn

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In The Public Relations Strategist, I recently read an article called: “Leading in Tough Times” by David Grossman (APR, Fellow of PRSA, and CEO of The Grossman Group). The article had several bits of interesting information, but one point stuck with me. Grossman points out that just because you write or talk doesn’t mean that you are communicating.

“If your audience isn’t understanding you, then it doesn’t matter what you are saying. Communication happens in the mind of the listener,” Grossman writes. In other words, the difference between writing and communication is how well you’ve reached your audience.

For people who aren’t in public relations or journalism, this concept is just about completely foreign! In school, other departments teach students to write in academic prose, which is typically too wordy with too many clauses and too stilted for consumption by the average individual. Just because you communicate well with an academic, doesn’t mean that you are communicating well overall.

In my opinion (and I don’t believe this is original thought, but maybe just difficult to determine to whom to attribute it), there are three things we can do to better communicate with a general audience:

1. Prune
How many times have I written useless words in this article? “Just”, “so”, the list continues. Trimming back these useless words and some redundant sentences would make any written piece more understandable. As William Zinsser, author of “On Writing Well”, wrote “It won’t do to say that the snoozing reader is too dumb or too lazy to keep pace with the train of thought. My sympathies are with him. If the reader is lost, it is generally because the writer has not been careful enough to keep him on the path.”

2. Practice
We all practice writing at work–it’s part of the job! But what do you do to practice when you’re not in the office? Later, I might practice by writing a long update email to some friends or by adding to the pages of my neglected journal. Right now, I’m practicing by writing this blog post. If you’re looking for more ways to practice your writing and communication, New Professionals members can also write for this blog. (Contact me if you’re interested.)

3. Read
It’s no secret that the best writers are enthusiastic readers. Now, we find so many sources of content, narrowing down options has become tough. Hundreds-of-thousands of books are published each year, and maybe as many blogs are posted each day. Then you have newspapers, social media. So how do you find what to read? On top of my work-related updates on Google Reader, the dailies, and the weeklies, I typically take recommendations from magazines, friends, or colleagues. (Did you notice that your New Pros group has been reading and discussing 3 books during our “Summer Book Club”? It’s not too late to participate in the August’s book “Crush it!; we’ll discuss the book on the blog during the first two weeks of next month.)

What about you? How well do you think you communicate with your intended audience? Do you have tips or tricks that keep you on your game?

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JANET KRENN is the 2010 Chair of the New Professionals of PRSA and will be hosting the “CRUSH It!” discussion during our Summer Book Club in August. You can contact her at janetqs(a)gmail.com or @janetkrenn.

New Pros Summer Book Club – Made to Stick: What Works and What Doesn’t

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Messages come in many forms: corporate mission statements, taglines, campaign mantras, etc. And, all have the single goal to be memorable. Like we established in the last post, why bother creating messages that don’t stick in people’s minds and drive people to action?

There are many great examples of sticky and not so sticky messages in July’s Book Club selection, Made to Stick by Chip and Dan Heath . Highlighted below are some comparisons of sticky and easily forgotten messages from the book. I have also highlighted a few sticky messages from my own experiences.

Book Example 1

Sticky message – John F. Kennedy once said, “Put a man on the moon and return him safely by the end of the decade.”
SUCCESs principles used: simple, unexpected, concrete, credible and emotional

Not so sticky message – If JFK was a CEO, he would have likely said: “Our mission is to become the international leader in the space industry through maximum team-centered innovation and strategically targeted aerospace initiatives.”

Book Example 2

Sticky Message – A pomelo is basically a supersized grapefruit with a very thick and soft rind
SUCCESs principles used: simple and concrete

Not so sticky message – A pomelo is the largest citrus fruit. The rind is very thick but soft and easy to peel away. The resulting fruit has a light yellow to coral pink flesh and can vary from juicy to slightly dry and from seductively spicy-sweet to tangy and tart.

Book Example 3

Sticky Message – Anti-littering campaign tagline in Texas: Don’t Mess with Texas
SUCCESs principles used: simple, concrete and emotional

Not so sticky message – Please don’t litter

Additional sticky messages you may remember…

Drug campaign slogan: “Just say no”
SUCCESs principles used: simple, unexpected and concrete

The Golden Rule: Treat others as you would like to be treated
SUCCESs principles used: simple, concrete and emotional

Drunk driving campaign slogan: “Friends don’t let friends drive drunk”
SUCCESs principles used: simple, concrete and emotional

Made to Stick will make you a better communicator. So remember, for sticky messages, follow the six SUCCESs principles (Simple, Unexpected, Concrete, Credible, Emotional and Stories) and watch people not only recall you message, but be moved to action as well.

New Pros Summer Book Club – Made to Stick SUCCESs Principles

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As communicators, we really only have one goal: make our messages stick. And no book better teaches the key components of a sticky message then Made to Stick by Chip and Dan Heath.

Why do some messages stick and others die? That’s a question that has been plaguing PR and marketing professionals since the dawn of both professions. It’s not uncommon to spend hours or days or even months crafting the perfect messaging (in you or your organization’s opinion of course) just to have it fall on deaf ears.

So how do we make messages stick? The authors say that sticky messages follow the six SUCCESs principles: Simple, Unexpected, Concrete, Credible, Emotional and Stories. A message doesn’t need to incorporate each principle to be sticky, however the authors say the more the better.

Simple

Simplicity is about prioritizing, finding the core of your message. No need to beat around the bush or clutter up a good message with meaningless buzzwords and gobbledygook. Keep the message compact, simple and to-the-point. Remember, a person’s attention span is fleeting, so don’t distract with unnecessary words and information.

Unexpected

Grab and hold attention. Have you ever been caught off guard by a message? We all have and those are the messages we remember and pass on. Pique people’s curiosity, and by doing so, your message will more likely stick.

Concrete

Concrete messages make people understand and remember. When something doesn’t add up, that’s when doubt and confusion sets in. Connect the dots for your audience by providing a solid example or relatable context.

Credible

Make your message believable. The credibility of the person and/or organization delivering the message is very important. No one will believe a message if they feel a person is not qualified to deliver it. In cases where the deliverer isn’t believable of their own, then the credibility of the facts and details of the message can help you overcome doubt.

Emotional

People care about people and even more about their own self interests. Tell your audience why it matters to them. By connecting with them on an emotional level, they are more likely to be moved to action. If they don’t care, they won’t listen.

Stories

Tell people how to act through stories. Stories simulate real life situations and provide important clues on how someone is expected to act. By telling a story with your message, you are providing a blueprint and context for action.

Now, whenever I write news releases, website copy, quotes, talking points, marketing collateral, etc., I go through the SUCCESs checklist. It may sound involved and time consuming but it’s not. Why bother spending time crafting a message that won’t stick.

There are many great examples of sticky and not so sticky messages in the book. Next week I will highlight some of the great ones and share a few I’ve found on my own.

What messages have stuck with you? Share with us by commenting below!

Intro To Series… Travel & Tourism PR by Kay Maghan

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Public relations professionals in the travel and tourism industry can generally best describe what we do in four words…..“Never a dull moment.”

Opportunities in our world exist in a variety of “client” forms – hotels, resorts, attractions (think zoos, theme parks, water parks, museums, state/national parks, campgrounds, restaurants, etc.), airlines, cruise lines, spas, golf courses, public relations and advertising agencies, convention and visitors bureaus, state tourism offices…the list really is almost endless.  Our industry is everywhere – literally.  Every state in this nation has a tourism office, and most every community in those states wants to attract visitors.  The travel and tourism industry is one of the largest employers in the United States – 7.4 million Americans work in this industry.  Opportunities are not limited just to our country; tourism is an aspect of the economic makeup of just about every country in the world.

One of the things that makes travel and tourism public relations so rewarding is that no two days are ever the same – really.  You could be part of a public relations team or you could be the sole public relations person doing it all.  So if you like variety, changing scenarios and keeping on your toes, then welcome to our world!

From my experience, many public relations professionals in our industry really are masters of doing it all – writing/editing press releases, researching media, writing newsletters, pitching story ideas, responding to media inquiries, arranging media visits and/or events, working with film crews, and – most importantly – justifying our role to our company or client through measuring return on investment (ROI).  In our current economy, when we have seen public relations and marketing staffs being downsized, the public relations professional is juggling even more hats, including that of photographer and social media guru.  As an example of this expansion into “other” job duties, programming at the recent PRSA Travel & Tourism Section Conference (May 25 – 28, 2010) was heavily concentrated on social media and included a pre-conference “Boot Camp” on “doing it yourself” photography and video.

What came across loud and clear at this conference from both media speakers and industry peers is that the field of public relations is rapidly changing, just as the field of journalism is changing.  More journalists and PR professionals find themselves having to do more with less, and both groups see the fluid landscape of social media as one of the biggest areas about which they need to be solidly educated.  In addition, the growth of bloggers has expanded the audience that travel and tourism public relations professionals must target, and “citizen journalists” armed with cell phones that capture photos and video have thrown a big curve ball into crisis management plans.  But another message that came through at the conference is that personal relationships with the media (bloggers included) are just as important to the core of public relations as ever.

Students studying public relations would be well served to take classes in marketing and advertising, if such classes are not already built into their existing curriculum. Of special importance is a strong knowledge – either through academic courses or hands-on experience – of social media, both current and emerging.  FYI Fact: Be careful what you post about yourself; hiring managers use Google Search as a tool when researching job candidates. As always, being able to show on-the-job experience via internships is very important because it shows me, as the person hiring, that you have initiative and practical experience.  Remember, unpaid internships are just as good as paid on a résumé because experience is experience regardless of funding.

If you are currently studying public relations or are a new graduate on the job search, one of the best ways to decide if travel and tourism – or any other industry – is right for you is to schedule informational meetings with professionals in your area.  See if they would allow you to shadow them for a few hours; talk with them in-depth about what they do, what they like best about the industry, what classes or skills they look for when they are hiring, and so on. These meetings also help you build a professional network. FYI Fact: Treat such meetings as an interview (i.e. dress professionally) and be sure to send a written thank you email or card as a follow up.  If you do such small, but important things for us, we know you will do them for media if we hire you.

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Kay Maghan has 17 years of experience in PR. She  currently serves as Secretary of PRSA’s Travel & Tourism Section.

new pros update…Gearing up for 2011 at the PRSA Leadership Rally by Sarah Siewert

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The first weekend of June, more than 90 PRSA Section and Chapter leaders from across the country traveled to New York City for the 2010 PRSA Leadership Rally to learn how to best serve their members in 2011. As Chair-elect, I took my first trip to NYC to represent the New Professionals Section. Here are some of the highlights from the keynote speakers, as well as a look into what is coming for the New Pros Section:

You’re already doing it: What to do when you can’t not communicate presented by David Grossman, ABC, APR, Fellow PRSA; president & founder, The Grossman Group

  • Not communicating is communicating. Everything from what you wear, to what you do or don’t say is communicating.
  • People may be born with the natural skills to be a leader and a communicator, but they still need to be shown how to succeed and need to practice. If you’re not uncomfortable, you’re not practicing.
  • Many people assume most PR professionals are extroverts. However, extroverts tend to communicate a lot (high quantity) but what they are saying is not always high quality. Introverts communicate less (low quantity) but the quality of what they say is high.
  • The Great Eight Basics
    • Understand your audience
    • Make your messages clear, compelling and relevant (especially during times of change)
    • Plan your communication (only 10-15% of leaders do)
    • Set context and make information relevant (add value to the information by adding the “why”)
    • Listen and check for understanding
    • Select the right vehicle
    • Communicate with truth and integrity
    • Match words with actions
  • Don’t communicate with emotions. Instead, be purposely passionate focusing on what is possible rather than directing emotions at someone.
  • In negotiations, the person who talks the least usually wins. Don’t forget to listen.
  • Remember, nothing is neutral.

Putting the Public Back in Public Relations presented by Deirdre Breakenridge, president and executive director, communications, Mango!

  • PR is not dead; it is being reinvented by the social web.
  • Communication is about good conversations.
  • The C-suite is the consumer suite – consumers are taking control of communication.
  • The hybrid model is the new standard mixing traditional with social media.
  • Communication planning is more difficult now.
  • No one owns social media; it’s like e-mail or the web.
  • Social media is about sociology and how people interact within communities.
  • The new workflow process is:
    • Observe (learn the culture of the communities your audience lives in)
    • Listen (pay attention to conversations about your brand)
    • Identify (key communities based on frequency of said conversations)
    • Internalize (analyze the feedback you have gathered)
    • Route (channel the information internally to the appropriate group i.e. sales department or customer service)

What’s next for the New Pros Section and how can you get involved?

  • We are about to kick-off an effort to connect with local new pros groups across the country. We hope to create a national network of new pros groups to share ideas and resources. Are you a part of a local new pros group or hope to start one? E-mail Crystal at crystal.a.olig@gmail.com.
  • Guest blogging for this blog is open to all members. We are always looking for writers interested in being featured on this national platform. If you are interested in writing for the blog, e-mail Andi at andrea.wilmes@gmail.com or Brian at brian.camen@gmail.com.
  • Connect with other members on Twitter by using our Section hashtag #npprsa, or by adding your Twitter handle to the e-group discussion here.
  • We want to give members what they are looking for in professional development opportunities. Have a topic idea or know a great speaker? E-mail me at sarahsiewert@gmail.com.
  • Mentors are a great way to expand your network and gain a valuable perspective from a senior practitioner. We have a mentoring program in the works, so stay tuned!
  • Getting involved with the executive committee allows you to connect with new professionals across the country, and increase your credibility. Interested in helping out this year? E-mail Janet at janetqs@gmail.com for potential projects. Want to be on the Executive Board in 2011? E-mail me at sarahsiewert@gmail.com.

If you have any general suggestions or ideas please feel free to leave them in the comments. I look forward to serving the New Pros members in 2011!