What Does it Really Mean to Humanize your PR & Brand?

computer keyboard with a key that says the word Chat on itI’m Cathy Larkin, Owner of Web Savvy PR, and a part of the Kaizenbiz Team. Our fearless leader, Elli St. George Godfrey, is on vacation and asked me to host #KaizenBiz chat this Friday August 24, 2012. I come from the PR-side of marketing. I’d like to talk today, and on our Twitter chat Friday, about just one slice of the PR / digital marketing pie – the part of PR that handles connecting an organization or business with its clients, customers & stakeholders and getting a conversation going. In the past, the goals might have been more to “get the business’s message out.” However, with the rise of social media, the balance has shifted even more towards relationship building. Businesses and their PR & Marketing teams are struggling to respond to this balance. In my over 20 years in PR, even before social media, part of our job was to humanize the brand. Connection, Conversation and Relationship-building have always been key ways of getting any message out to individuals who might care. But organizations can now do that much more directly. This paragraph is full of buzz words, words we’ve heard too often lately. But I really feel at their core, they are very important: Connection, Conversation, Relationships. Continue reading

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Transcript June 15, 2012 KaizenBiz Chat with Judy Gombita

Below is the transcript from the June 15th, 2012 #KaizenBiz chat on Twitter. Our host is @3KeysCoach, this week’s guest was @JGombita and the topic was: Working Towards Incremental Respect For PR. this week, due to a glitch in our regular transcript program, we used Storify.com to create the transcript. The first link is to the framing post for the chat, then the rest of the chat is in reverse chronological order, so you will have to scroll/click to the end to see the start of the chat and read back to follow the chat questions. Sorry folks, the only one I could make work was the slideshow version. Bear with our technology issues this week.

Try this slideshow version of the transcript

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Working Towards Incremental Respect For PR

Judy Gombita and incremental respect for PRThis post is by guest blogger, Judy Gombita, co-editor of PR Conversations and a senior/hybrid public relations,communication management and social media specialist. Please join us to explore “Towards Incremental Respect” on the Twitter chat, #KaizenBiz this Friday, June 15, at 5pm BST/12pm ET/9am PT.

The art (and science) of communication

Back in the 1980s, high-school English teacher, Mrs. Fielding, drew a memorable analogy about two iconic Canadian literary figures: established author Margaret Lawrence and the emerging Margaret Atwood. Both were equally important, but for very different literary styles and impact.

Margaret Lawrence

Margaret Lawrence was the consummate water colour artist (think of Impressionists) who slowly, deliberately and wondrously created a canvas and characters with little dabs of subtle colours and shadings, filling in all aspects of her creations with scenarios and people—not always immediately recognised or understood. Mrs. Fielding declared Lawrence’s novels should be revisited every 10 years as we’d react differently to characters and circumstances, depending upon our current age and experiences; appreciation would be enhanced with long-term study and reflection.

Another pertinent point: Lawrence’s fictional Manitoba town and its inhabitants make an appearance in all of her novels, so her entire output should be read for maximum impact.

Margaret Atwood

Literary critic, poet and novelist Margaret Atwood is a different kettle of creator. Think radical and modern artist, favouring vivid oil paint squiggles and slashes, interspersed with pools of blacks and browns. Although strokes are bigger and bolder (maybe the metaphorical canvas is larger in size), her focus is limited to a few main characters, rather than an entire town, per Lawrence. Atwood’s writing tends to have an immediate and forceful impact.

Atwood pushes boundaries, raising the literary bar and inventing new tropes. Topics such as dystopia capture attention and challenge. She’s an artist that’s hard to ignore with her compelling worlds we often marvel at and admire.

The connection to PR

So what do the Margarets have to do with an incremental respect for a company’s public relations function?

I propose Margaret Lawrence’s style is akin to corporate PR, whereas “sister” Margaret Atwood aligns with the marketing discipline. Lawrence remains important but is less recognised and possibly stereotyped as old-fashioned and dull—not all appreciate her subtlety woven tales, especially in a fast-paced world of shock and awe.

Atwood’s style and reputation is recognised and lauded…similar to marketing’s goals and objectives, particularly in B2C companies who entice customers with exciting, often bold, branding and ad campaigns.

Like a Lawrence novel, PR involves a wider cast of stakeholders (unlike marketing’s consumer focus) and many important connections are one-to-one over aggregate (unlike market research). Think of the important internal public, as an example: employees.

When a company is under the microscope (especially during a crisis), relationships promoted by public relations receive scrutiny for honesty and if they are in the “public” not just corporate interest. Think about the BP oil spill and the company’s relationship with workers, media, communities it impacted, US government environmental regulators, etc.

The three pillars of focus

My writing focuses on the strategic—the “why?” and “what”—involved in reputation and issues management for public relations, with fairly universal application. I’ve adopted the tweetable Terry Flynn shorthand for a three-pillar definition:

  • reputation
  • value
  • relationship building

During #KaizenBiz I’d like to focus on reputation, value and relationship building rather than stereotypes and turf wars re: tactics and ownership (e.g., “spin,” “black hats,” PR standing for Press Release and/or limited to marketing PR). Let’s also avoid the idea that PR is solely determined by “third-party” validation/earned media, whether traditional or social media properties and scribes.

Colleague Sean Williams declares, “All marketing is communication, but not all communication is marketing.” For 60 minutes, let’s tease out an understanding of effective non-marketing communication and connections to incrementally improve a company’s reputation, value and relationship building.

Great public relations

The PR Conversations’ PRoust Questionnaire asks, “Who do you think has great public relations?” Italian PR guru Toni Muzi Falconi:

“In most cases successful organisations do not have overt public visibility. Or, when they do have a high profile, they don’t betray their anxiousness or obsessive need to be liked.”

If you accept Toni’s answer, the way to achieve effective public relations may lie in trying not to have a high organisational profile, at least from a negative POV—not to be confused with accessibility and/or frequent and honest communications to stakeholders (with needs or interests).

And, like a Margaret Lawrence novel, consider how various stakeholders can shade and subtly influence an “organisational narrative.”

Questions

  1. Which stakeholders potentially have the greatest positive impact on an organisation’s reputation? Why?
  2. Which stakeholders potentially have the greatest negative impact on an organisation’s reputation? Why?
  3. What incremental PR best practices would help to increase the positive and decrease the negative impact on reputation?
  4. From your perspective, name a stakeholder group and indicate what is valued in companies from a (non-product or service) PR point of view?
  5. How can an organisation subtly communicate or weave these value propositions into its narrative?
  6. Think outside the traditional relationship-building box: with which groups could or should an organisation pursue a relationship?

About the author: Judy Gombita has more than 20 years of communication management and public relations experience, primarily in the not-for-profit and educations sectors. Now a hybrid public relations and social media practitioner, she is currently the co-editor of the highly respected international group blog,  PR Conversations and has been the Canadian contributor since the blog was launched in 2007. PR Conversations was named a Cision Top 50 blog. You can also find Ms. Gombita’s primary blog appearing in Bulldog Reporter’s Daily ‘Dog Blogs (also since 2008) and it is frequently included in ComPRO.biz’s Top Blogs. She also writes a monthly Bytes from the PR Sphere column on Windmill Networking (about the intersection of public relations and social media).

If the above #kaizenbiz chat topic interests you, Judy recommends you read her organizational narrative post and her co-editor, Heather Yaxley‘s companion digital/social media version one. Recommended reading from Windmill Networking includes her introductory post, Connections Byte, Profile Byte, Employee Byte, Culture Byte, Social Capital Byte and Crisis Byte.

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