PRSA Workshop Recap: Putting More Power & Precision in Your PR Writing

kcook Leave a comment

I recently attended my first in-person PRSA workshop, titled “Putting More Power and Precision in your PR Writing.”

Attending the workshop were about 30 young and mid-career PR professionals with a sprinkling of more experienced pros seeking a refresher on writing basics (and one of the best views in Washington at HagerSharp, just blocks from the White House).

A few common writing challenges emerged from the workshop:

1)     Switching gears among multiple functions: Many of us struggle with creating a distinct tone and style when writing for different document types and audiences (e.g. news releases, social media content, pitches, technical reports, etc.). We also have to work to maintain the right balance of time spent on background research, cultivating leads, engaging with experts on the content we’ll be publicizing and then the actual writing process.

2)     Writing tight copy: We all know that readers prefer crisp copy, but how do we get to concise without erring towards choppy? For creative types, it can be a painful exercise to cut out jargon, flowery language and complex sentence structures – but for the reader’s benefit, it is absolutely essential to distill your communications to their clearest, simplest form.

3)     Letting go of personal preferences and ego when writing for others: Writing feels very personal and it can be tough to accept edits, or worse, to adopt a style that doesn’t feel our own. We need to keep in mind that it’s paramount to capture the voice of the organization or brand we are representing, and we must adapt our personal style accordingly.

4)     Working under external constraints: Many of us feel challenged to produce quality PR products when faced with limited control over corporate fonts, formats and colors, let alone the inclusion of dry legalese or too-long boiler plate language. Likewise, it’s tough to do our best writing in a workplace that doesn’t place a premium on quiet time and privacy for creative effort, time at the end of production to proof, or flexibility to write at the best time of day for you. Where possible, take the initiative to talk to your manager about creating the best possible environment that will ultimately result in optimal PR writing for the organization.

The highlight of the workshop came from the packet of 30 real-world writing samples provided, as each participant was asked to share a work product with the group. It is impossible to underestimate how much you can learn from having your PR work critiqued by a group of peers and likewise from participating in critiquing their own work.

The biggest value for my money came from the contacts I made who are doing similar work at related organizations. Though we didn’t resolve all of these challenges, knowing that I have a new peer group that shares my day-to-day reality gives me more confidence and determination to continue perfecting my writing.

Anne Berlin does advocacy communications and research and science policy blogging for the Association of American Medical Colleges. She is a member of the PRSA National Capital Chapter and an aspiring Toastmaster. 

This Labor Day, Escape the Cubicle to Learn

Heather Sliwinski Leave a comment

One of the things you hear the most from employers and employees is the need for experience. When you get your first job, you have experience from your internships and college public relations/marketing classes. As you add years onto your career, you gain the experience from working with clients, writing media advisories and releases and researching potential clients.

But, the office isn’t the only place you gain experience. As a matter of fact, it’s absolutely paramount to get out of the office to really broaden your horizons. Your experience grows when your mind can take in knowledge outside of the “four walls.”

The office is for work, a large percentage of the time. While I learned many things in the office, I grew as a professional outside of it. As a solo public relations pro, my knowledge has grown exponentially not being in an office setting.

Here are some things you can do to expand your professional experience.

  • Twitter chats: Twitter chats may seem very obvious these days. You can learn a ton from Twitter chats and network at the same time. Many of the chats have seasoned pros run and/or take part. Chats I recommend are #brandchat #solopr #NPRSSA (obviously) and #PRStudChat. You will always learn something important from these chats. Make it a point to try and participate when you can. #BrandChat and #solopr take place weekly; #NPRSSA and #PRStudChat are monthly.
  • Conferences: The great thing about conferences is that most companies will pay for you to go because it is part of your professional development. Never miss out on an opportunity to go to one, no matter the size. Whether it is a local PRSA conference or something like Social Fresh, you will grow as a pro by listening to what these experts have to say. Again, it’s the perfect place to network.
  • Podcasts: I love podcasts. Even though I don’t ride the train any longer, I still make the time to download and listen. My business is better for it and my experience is as well. “The Human Business Way” by Chris Brogan is outstanding, as is “The Social Media Marketing Podcast” with Michael Stelzner. You can listen to them on the treadmill, in the car or on a beach (learning and relaxing!).
  • Webinars: Some of these are free; some require you to pay. The good thing about webinars is you can see if the topic may appeal to you before signing up. Look at what PRSA has to offer or check Twitter and Facebook to see what companies like Vocus, Marketwire and Ragan may be offering monthly or weekly.
  • Blogs: While last on this list, it is certainly not least. Blogs are an important tool for information and learning. It’s a good bet that a PR/social media/marketing pro has a blog. Good folks to check out are Deirdre Breakenridge, PR Breakfast Club, Shonali Burke, and SpinSucks. You’ll get a mix of traditional knowledge as well as build up your new tool arsenal.

Gaining knowledge is up to you. Don’t rest on what is in front of you; look beyond the now, and see the future. YOUR future.

 

Jason MollicaJason Mollica (@JasMollica) is the president of JRMComm, a public relations and social media marketing consultancy. He combines knowledge of the broadcast news industry, traditional public relations expertise and today’s new and innovative social media tools. Mollica operates his own blog and has guest blogged on several others, including the respected Ad Age-ranked PR Breakfast Club, Ragan.com and PRSSA’s Progressions.

The Truth About Entertainment PR: Three Common Myths That Need Busting

Heather Sliwinski 2 Comments

As a college student, I remember a great deal of fellow PRSSA members wanting to become entertainment communicators. I mean, how could one not, right? You essentially get paid to read TMZ all day long and tweet about it, which sounds pretty easy.

This is totally not the case.

For the past two years, I have worked as a social media professional over at MTV. While there, I learned three major things PR students should know before pursuing a career in the entertainment industry.

You can’t turn it off

The field of entertainment is nonstop. How celebrities spend their holidays is newsworthy, which means there will always be work during those times. Personally, I enjoyed working on projects like the 12 Days of Jerzmas on Christmas, so it was always a win-win situation in my book. However, understand that while some of your friends are going home to be with loved ones for the holidays, you could be stuck in the office.

Don’t be a super-fan

While we all have our favorite celebrities we would love to meet, in entertainment it’s not cool – at all – to be an overt, super fan. There’s a thin line between being a crazy fan and someone who is familiar with a celebrity’s professional portfolio. One of my PR instructors taught me something that truly helped me prepare to work with celebrities: always act like you have been there before. Acknowledge that you are familiar with their background (some celebs will test your knowledge), but act how you would when meeting any other person.

Name-dropping can be annoying

So, let’s be honest. It is hard not to name drop when you have a really cool entertainment job. In the first few months, the most humble person wouldn’t be able to fight the urge to say, “I work for a cool celebrity or brand.” The reaction you get from everyone else never gets old, but it does get annoying to others … fast. No one is going to do anything for you and not expect something in return. It just doesn’t happen in entertainment. So, if you – the name dropper – get invited to a pretty “cool” party, it’s probably because someone expects your celeb to make an appearance or your media brand to cover it. Keep in mind that sometimes people have their own agenda, but what is within your control is whether or not you will be a part of it.

I truly enjoyed my experience in the entertainment world, but make sure you understand the truths behind common myths before pursuing PR in this industry.

 

Kion SandersKion Sanders is a digital strategist with a strong passion for the entertainment industry. As a digital strategist at MTV, he works with a variety of production companies to drive awareness to several TV-show franchises. Some of his duties involve community management, event planning, developing and executing social marketing strategies.

Crisis PR: A Winning Decision

kcook Leave a comment

Crises have never been as transparent and ubiquitous as in this millennium. It requires a skilled person to manage information during a crisis, as well as to predict and plan for a future one. Within three months of my internship with The Sheldon Concert Hall & Art Galleries located in St. Louis, I created a crisis communications plan that has since been implemented throughout the organization.

If you find yourself working for an organization that does not yet have a crisis communication plan in place, consider being the person who develops one. Doing so is a definite challenge, but it brings with it several specific rewards – such as

  • Gain access to people at all levels and functions within the organization.

When I was tasked with developing this plan,  I began by generating a list of potential threats. I formed this list by talking to everyone throughout the organization, which was a great excuse to formally meet all the staff and interact with them on a personal level. From the janitor to the CEO, each will have a unique perspective and invaluable input that can change the course of a company in crisis.

  • Put yourself in a role that lets you educate employees and advance the company’s best interests.

One of the biggest challenges faced by public relations professionals is validating our projects and efforts. This is as true as ever in crisis communications (at least, until a crisis happens); employees may not understand why a crisis communication plan is important, and this will be your first hurdle in creating one that’s effective. You must be able to explain three things: why communication is important, the difference between the court of law and the court of public opinion, and how having a solid crisis communication plan in place will affect an organization’s bottom line. Once you get everyone on the same page, you’ll be in a position to move the company forward and gain genuine respect.

  • Be a change agent who strengthens the organization in a visible and concrete way.

No one wants to admit that there are weaknesses in their organization, and they most certainly do not want to discuss them. However, weaknesses exist in every organization and cannot be ignored. Talking to colleagues throughout the organization showed me that most had never thought about that “worst case scenario” in their respective functions. They expressed concern because there were potential incidents that they felt unprepared to handle. These are the things you must uncover and address in your plan, in order to strengthen the organization in a real and effective way that’s felt by employees at all levels and in all areas.

  • Learn to plan ahead and gain a crisis-ready mindset.

Crisis happens quickly and never as anticipated. When writing a crisis plan, you have a unique opportunity to visualize what the day of a crisis will be like. What are you most likely to overlook? What do you need to do so you gain a comfortable level of control? What will be the most stressful part of a specific crisis? What will be your first reaction? These questions are just the start of what it takes to really focus in on a crisis situation. Without ever being in a crisis, writing a plan and practicing it is the closest you will ever be to the real thing.

  • Add a unique and desirable skill set to your resume.

Get those hands dirty! While this tip may be worn out, it is something worth repeating. You have to make sure to challenge yourself during your internships and jobs. It teaches you a great deal about yourself and especially about your capabilities. Building a crisis communication plan will help you to develop a skill set that not everyone in public relations has, and it will teach you things that will undoubtedly come in handy down the road.

No matter the reason for your interest in crisis communication, remember that you have chosen one of the most intense aspects of our profession.  Do not be nervous; embrace the challenge and make the most out of it. Accepting this challenge gave me irreplaceable experience and helped me become invaluable to my organization. Next challenge, please!

Robert Fischer was adopted from Guatemala, raised in St. Louis and now resides in Los Angeles.  With a passion for localized talent, he graduated with a degree in public relations at the University of Central Missouri.  He works in the music industry, representing local bands, and hopes to expand to entertainment and fashion clients. Find out more about Robert by visiting http://simplyemerge.com.

Summer Book Club Discussion: Putting the Public Back in Public Relations

Heather Sliwinski Leave a comment

As a part of the PRSA New Pros Blog Summer Book Club, our first book was “Putting the Public Back in Public Relations” by Deirdre Breakenridge and Brian Solis. The book had good insight on the future of public relations, where we are now and how public relations and social media work together for the PR 2.0 era. Both have since released updated books on public relations and business since this 2009 release.

Here are a few highlights of the book and things to note.

Highlights:

  • The book is really about how social media is putting the public back in public relations and has “reinvented” public relations and how the industry has to change and evolve.
  • We have a lot of issues facing the public relations field, and some even say our industry needs a PR makeover. Traditional PR tactics aren’t always as effective anymore.
  • We have to a part of the story and the actual conversation now more than ever. It’s not about us, it’s about the consumer and the consistent messaging and dialogue.
  • There are so many social tools out there, but the tools will change and the people using social media will not.
  • Rather than focusing on the need to get brand information out there, the focus should be on the social factor of social media. Facilitate conversation and relationships; do not just broadcast, and change from spin to influence.
  • Social media is not just public relations, it affects the entire organization/company.
  • The future of public relations is about community and community building (they also throw in a lot of tips and guidelines for community managers here).
  • New titles in the PR industry include: chief social officer, community advocate, community builder, community relations manager, social media evangelist.
  • The past of PR meets the future of PR by embracing changes brought on by social media and incorporating strategy for marketing, analytics, customer service, crowdsourcing and more.

Things to note:

  • A lot of this book is based on opinion and does not necessarily have data, polls, research, case studies, etc. to back up what is proposed.
  • Social media is not new anymore, and the content of this book is beyond basics at this point in 2013; it could be more for late adapters of social media.
  • Public relations changed with social media, but a lot of the basics still remain the same, and social media is just a tool in the entire box.

Did you read the book? What are your thoughts?

Discussion:

  • What do you think is the future of public relations? If social media was PR 2.0, what will PR 3.0 look like?
  • Is social media really a new thing anymore? What brands are using it best?
  • How do you get the community involved more in your brand conversation?
  • Do you think social media has put a focus back on ethics in PR with its need for transparency?
  • How do you win leadership support for your social media tactics, or do you face little push-back?

 

Lauren GrayLauren Gray is a junior associate in digital at Finn Partners in New York City and also serves as the PRSSA immediate past president for the current National Committee. Connect with her on Twitter: @laurenkgray.