Showing posts with label Corporate Communications. Show all posts
Showing posts with label Corporate Communications. Show all posts

Monday, August 25, 2014

Easy Steps to Increase Your Corporate Social Media Presence

By Kim Tarasiewicz

Many companies these days are eager to launch a social media program, but once you have your system set up and your employees trained, how do you keep your people engaged with corporate social media? To be successful, any social media endeavor must be sustained over time. It isn’t enough to post a few things to Facebook and call it a day.

A monthly reminder email is a perfect way to keep social media top of mind for your employees. Send them a note asking them to connect with your company’s social media sites. This will boost your social media presence and expand your opportunities for potential clients to learn about your company.

Explain to your employees the importance of supporting your marketing and public relations efforts. Show how sharing corporate social media pages will increase business and benefit everyone. Prompt employees with the following in a monthly email or perhaps an internal newsletter:

Ask your employees to keep in mind these questions and provide material to your social media manager when available:
  1. Have you seen any significant industry trends or news about which you would like to write an article, blog post, etc.?
  2. Do you have any industry-related experience that we could use to promote you as a resource for the company?
  3. Is anyone in the company scheduled to speak at a business function within the next 60 days? Or have you spoken anywhere in the last 60 days?
  4. Have you hired any new staff members that should be highlighted?
  5. Has anyone in your department been nominated for an award or received any awards or recognitions?
  6. Has anyone in your department been nominated or elected to any boards, committees or other positions? Even if it does not pertain to your industry, it can still help increase your SEO.
Remind employees to make corporate social media part of their weekly routine. Ask them:
  1. Have you shared the company’s most recent blog post through your own social media sites? If not, please do (And provide them the link).
  2. Have you reviewed the company website and, most importantly, your own bio lately? If not, please take a look and let IT know if anything needs to be updated.
  3. Have you updated your LinkedIn profile with company contact information? Have you endorsed anyone for business skills? Invite at least two people to connect each month. This is a great way to create business leads and get the corporate name out there.
  4. Have you visited a competitor’s social media pages? It’s always good to compare notes and make sure nothing negative is out there about your company, too.
Everyone needs a reminder once in a while. Whether a senior manager or an intern, when employees understand the importance of corporate social media and how it fits into your marketing plan, they are more likely to be engaged in it, thus helping your business reach its full potential.

How engaged are your employees with your company's social media presence? We would love to hear from you.

Monday, August 04, 2014

Your Synergies Are Leaking on My Moving Parts

By Sarah Larson

If you’re reflecting today on whether your organizational strategy successfully leverages your core competencies in order to effectuate growth, you are not alone.

Millions of the world’s people are sitting in offices around the globe at this very moment, being assaulted with the most torturous business jargon imaginable. And yet, we continue to do it. We continue to search for synergies and coordinate our moving parts and if at first we don’t succeed, we circle back.

Enough.

Let’s all agree to take a stand against corporate zombie speak. The first step is the toughest, but I know we will succeed in the end if we pull together.

Inspired by a fellow communications professional, I recently asked my Facebook friends to nominate their most annoying business phrase. They responded with fervor.

How did these phrases become so widely used as to become hackneyed? One friend theorized that they are “vaguely important-sounding words that can be inserted into any situation.” Another agreed, saying that corporate speak is a form of cultural expression. Jargon persists because such phrases essentially have become tokens of inclusion – “I speak your language; I belong here.”

Here were the phrases nominated as worst business jargon:
  • To your point
  • On message
  • On point
  • Peel the onion
  • Circle Back
  • Reach out
  • Deep dive
  • Ask (as a noun)
  • Bandwidth
  • Core competencies
  • Low-hanging fruit
  • Inside track
  • Win-win
  • Work in progress 
  • Upon completion
  • Robust
  • 10,000-foot view
  • Salient features
  • Organically
If you think they sound bad in a list, they sound hilarious as a song. If you haven’t listened to Weird Al Yankovic’s “Mission Statement,” you really need to do so.

Do any of these phrases make you cringe? Do you have others that you loathe? I’d love – or hate – to hear them.

Wednesday, October 03, 2012

Advice from Arianna Huffington and Other Lady Leaders – PA Conference for Women 2012


I had the pleasure to attend the Pennsylvania Conference for Women (www.PAConferenceForWomen.org) in Philadelphia. There were a lot of great nuggets to digest and wonderful women to meet. Here are some of the highlights:

Poet, mother, professor and national and international lecturer on black culture and literature,
Sonia Sanchez, was one of the highlights of my day. She started her presentation by singing to the audience. This woman of tiny stature filled the room with abundance, reflection and joy. Some of the things she said that inspired me were:

•Never give up on love.

•A long walk of “herstory” and of history is worth putting all else aside.

•Listen to the lessons taught of your elders – they can be earth shattering.

Cheryl Strayed (@CherylStrayed) is the author of the critically acclaimed novel “Torch,” and memoir “Wild: From Lost to Found on the Pacific Crest Trail,” chosen by Oprah Winfrey as the inaugural title for Oprah’s Book Club 2.0. Her stories and essays have been published in The New York Times Magazine, The Washington Post Magazine, Allure, The Rumpus, The Missouri Review, The Sun, The Best American Essays and elsewhere.

•We all have to bare the unbearable.

•We all seek the spiritual journey and learn that it lives within us - we just have to find it.

•You can't set out to write a best seller, you just have to set out to write your best.

Lisa Beth Weber, Gloria Feldt and Gina Rubel

Gloria Feldt (@gloriafeldt ) is a bestselling author, keynote speaker, world changer and expert in women’s relationship with power and leadership. Her latest book, “No Excuses: 9 Ways Women Can Change How We Think About Power,” reveals how women can reach parity from the boardroom to the bedroom for good—our own and society’s. I attended her breakout session with my friend, an artist, singer-songwriter and creative thinker, LisaBeth Weber (@lisabethweber), who knows Gloria well. Gloria’s program was all about how women can think about, redefine and embrace power. Here are some of the points she made:

•The word power comes from the Greek root "possibility" - ask yourself, what do I have the power to......... (do, say, be, affect, etc.)?

•Women dance with power - we sometimes crave it and sometimes don't - we have less intention and desire for power as a whole than men. In fact, women lose $500,000 to $1 million in our lifetimes because we fail to value our services and negotiate effectively as a whole – this needs to change.

•Women need to redefine power from "power over" to "power to" in order to embrace and seek power. Then, define our boundaries, speak up, set our intentions and make change.

•The resources women need to be successful once we embrace power are courage, strength, confidence and the ability to acknowledge our powers.

•Power Tools: know our history, define our terms, use what we have, embrace controversy, carpe the chaos, wear the shirt, take action, employ every medium, tell our story.

•Women can lead and live without limits.

•Power unused is power useless.

•If you want your voice heard as women, write op-eds – we cannot be heard if we don't speak up. She referenced the OpEd Project (www.theopedproject.org) and encouraged all women to check out the website and get involved.

•It is harder to change a culture than it is to change a law.

The second and diverse breakout session was moderated by Bonnie St. John (@bonniestjohn), a television and radio personality, mother, business owner, amputee who became the first African-American to win Olympic or Paralympic medals in ski racing, and the author of six books. The others were: Alba Martinez, a Puerto Rican powerhouse who has served as the CEO of the United Way of Southeastern Pennsylvania, the commissioner of the Philadelphia Department of Human Services (DHS), and now serves as a principal in Vanguard’s Retail Investor Group; Judith von Seldeneck, a Texas-born woman, and CEO of Diversified Search, a founder of the Forum of Executive Women and former executive assistant to Vice President Walter F. Mondale; and Cindy Gallop (@cindygallop), an Asian Brit and founder of www.ifwerantheworld.com personifies energy, power and raw-honesty. She opened saying, “I like to blow shit up.” I could have listened to these women for hours. Their diversity of ethnicity, experience, counsel and accents added to their great perspective and excellent advice. They said:

•Overconfidence and under-confidence are equally as damaging if not properly managed.

•Learn to leverage your network and don’t be afraid to ask for what you want.

•Women leaders need to take a stand on things like integrity - stand up for what you believe in and be accountable.

•Be proud to be a woman! Wear bright colors not men's suits. Stand out in the room.

•Top-down structures, who wins, status and how one matters are the traditional models of male-driven businesses. Instead, business structures need to be redefined around how women lead and manage – we have the potential to create a better business world.

•The old world order is dying and new world order is taking over. Millennials have nothing to lose.

•Biggest mistake I've ever made is not firing someone fast enough (in all contexts).

Arianna Huffington (@ariannahuff) was one of the day’s keynote speakers. She was both authentic and entertaining. I first met Arianna at a Philadelphia Bar Association luncheon several years ago and had the pleasure to see her again at the PA Women’s Conference. She is the president and editor-in-chief of the Huffington Post Media Group, a nationally syndicated columnist, and author of thirteen books. Originally from Greece, she shared the story that she moved to the United States to get away from a love relationship that was not going to end in marriage – which was the start of her journey to become one of TIME magazine's list of the world’s 100 most influential people.

•If you think you are too small to be effective, you have not spent the night in bed with a mosquito.

•If Lehman Brothers was Lehman Brothers and Sisters perhaps they would still be around.

•Sleep your way to the top – literally.

•Women need to define success in a way that honors us - it's not the male definition of climbing the ladder.

•All people imagine the possibility of tragedy and failure but negative fantasies are unnecessary and draining.

•Biggest fear for women is fear of failure but failure is a steppingstone to success.

Cindy Gallop (@cindygallop) also presented a breakout on How to Redesign Your Work to Fit Your Life. She has a background in brand building, marketing and advertising, Cindy has a reputation as a highly compelling and inspirational speaker. She is a passionate advocate for women in business and agrees with Madeleine Albright’s sentiment that, “There is a special place reserved in hell for women who do not help other women.” Here is what she had to say:

•Tweet with the hashtag #changetheratio when women are unrepresented. We need to create the change we want in the world.

•If you articulate it, you can make it happen.

•Those people who say it can't be done should get out of the way of people doing it!

•Well-behaved women rarely make history! You have to buck the system.

•There is a formula for business success: hire only the best, provide them with a clear vision, let them succeed, demonstrate your appreciation and share the success.

•When it comes to setting up businesses, everyone defaults to the corporate norm instead of being innovative. Don't do business the same as everyone else. Collaborative competition means status quo. Set yourself apart.

•Identify what you love doing then focus on it under the conditions within which you love doing it.

•If you want to predict the future you must invent it.

•A business plan can be anything you want it to be as long as it says how you are going to make money.

Friday, September 07, 2012

Thoughts on My First Week as MarCom Director

Photo by Allure West Studios
Posted by Jonathan Morein

They say that when you start a new position, you should take plenty of notes.

Well, on this, my first week at Furia Rubel Communications in Bucks County, I’ve taken pages. Books even. So, for my first blog post, I thought I’d boil down my thoughts and share what I’ve learned so far. First, I have to say, this is going to be a great job! I’m amazed by my colleagues. They are organized and detailed and will challenge me to perform at my very best.

Second, I felt I knew the company, its philosophy and its team before I even got started. For a boutique integrated marketing agency, Furia Rubel has a powerhouse presence. Their posts about marketing have influenced my thinking for years. This speaks well for a company that practices what it preaches when it comes to the power of thought leadership.

Third, Furia Rubel is extremely well organized in its thinking and its programs. I’m amazed at the sophistication of our strategic planning processes. My first assignment is to prepare an assessment for a strategic marketing plan for a new client. I’ve conducted brand assessments many times before – or at least I thought I had. This one is like nothing I had ever seen. Comprehensive is an understatement, with dozens of questions on everything from their business model to their work style.

Why so much detail? I think it’s because Furia Rubel leaves nothing to chance. We’re building a blueprint for communications success. From great plans spring successful marketing and public relations campaigns. I’ve read through hundreds of strategic plans and these are the most detailed and well-integrated that I’ve seen in a long time.

Furia Rubel defines its process as “Communications Made Simple.” Achieving simplicity is hard work. It’s like being the proverbial duck gliding across the water. The smaller the ripples on the surface, the more furiously it’s paddling below.

Looking forward to paddling with you in the months ahead.

All the Best,
Jonathan Morein

By the way, feel free to connect with me on LinkedIn @ www.linkedin.com/in/jonathanmorein or on Twitter @ www.twitter.com/JonMor to share your thoughts.

Wednesday, September 29, 2010

Communicating Effectively With Web Designers

Posted by Amanda Walsh and Laura Powers

Our Vice President of Marketing, Laura Powers weighs in on the Mashable.com article, “How to: Communicate Needs & Expectations to Web Designers.” 


There are some relevant points that are outlined in the article, but Laura notes that one thing the article overlooks is the strategy behind developing pieces that need to be designed. Below, she adds her tips for communicating with the designer during the creative process.

One of the most critical parts of communicating needs and expectations with a designer is strategic planning. By developing a company’s communications plan that identifies target audiences and outlines key messages (among other things) before engaging a designer, professional designers will be better equipped to begin the creative process.

A large piece of design development is evoking emotion with visual elements. When developing a brand, creating print collateral or extending an online presence, a company’s strategic communications plan will guide the design of the materials by identifying how the company wants to be perceived in the marketplace and influence its audiences. In this way, the planning process becomes a foundational cornerstone of working effectively with a designer.

To read the Mashable article, check it out
here

Wednesday, October 14, 2009

How Corporations Succeed with Social Media

Posted by Leah Rice

Amy Mengel of SocialMediaToday.com covered the October Inbound Marketing Summit led by social media gurus Chris Brogan and Justin Levy. During the summit Mengel picked up five key reasons why corporations are struggling with their social media efforts. But instead of focusing on negative examples of companies doing it wrong – Mengel highlighted a few of the companies that just get it. Below see the tips she mentions in her article titled, “Five reasons corporations are failing at social media.”

1. They can’t talk about anything broader than their own products. Mengel highlighted Kodak’s photography blog that Chief Blogger Jenny Cisney mentioned during the summit. Cisney spoke about how the Kodak blog is about photography and creativity in general, not about Kodak cameras. And I couldn’t agree more with Mengel when she says, “If a company is only talking online about its specific products and not looking for ways to connect to the bigger picture, it’s pretty difficult for people to be engaged.”

2. They listen to customers but don’t take any action. Corporations that are willing and able to make the plunge into the social media realm and ask for customer feedback need to be ready for public responses and to do something about it. Afterall what is the point of asking for someone’s opinion if you really don’t want to hear it.

Mengel uses an example involving Southwest Airlines. In her article she shares that, “Paula Berg from Southwest Airlines discussed how a simple blog post stating the airline was considering assigned seating amassed tons of customer comments showing a lack of support for the idea. This feedback changed the direction of their internal debate and led to a new boarding procedure that maintained the open seating arrangement.”

3. They aren’t calibrated internally with the technology. According to Mengel, a few of the summit speakers rebuked corporate Web sites for being glorified online brochures and that customers expect interaction. Similar to what Furia Rubel preaches to our clients and colleagues, summit speakers pushed the fact that content creation is key to social media success and every company should have a Web site with a content management system that allows for quick, easy content creation.

4. They’re not framing risk accurately. She also mentioned how, “NBC cameraman Jim Long said that often a company’s entry into social media is a clumsy, shotgun blast and that there’s an equal chance of looking foolish by having a ham-fisted marketing department launch a social media presence as there is if a rogue employee ‘goes off’ on Twitter. The risk of social media is not abated by not participating and social media has yet to be the undoing of any company.”

5. Their internal culture isn’t aligned for social media success. Zappos and Southwest Airlines were cited by Mengel as some of the corporations doing it right with a great social media corporate culture. Because these companies have corporate cultures reflective of their core customer service missions, they succeed with building trust and advocacy for their brand through social media outlets.

So here it is – participating in social media is not a life or death choice for corporations. Have a plan; be honest, trustworthy and transparent with your social media efforts; provide interaction with your customers; and be ready to do something about the feedback that you receive.

Thank you, Amy, for providing us with these easy-to-follow tips on bettering all of our corporate social media efforts.

Thursday, September 10, 2009

Tapping into Brands College Students Trust Most

Posted by Amanda Walsh

Want to know what brands college students trust the most? I came across this article on Media Daily News by Erik Sass that references the 2009 Alloy Media + Marketing's College Explorer survey.

The survey gives a snapshot into the college-age demographic’s most trusted brands. During the month of April, 1,521 college students were polled by Harris Interactive.

According to the survey, Johnson & Johnson, Apple and Sony are among the ‘trusted’ brands. However, when students were asked about brands they associated with ‘happy’ the only brand that came up again was Apple. So I gather a ‘trusted’ brand may not necessarily be thought of as a ‘happy’ brand? I’m not even sure what it means to be a ‘happy’ brand but I’m assuming that was the point of these questions – for students to form their own opinions and rate brands accordingly.

Sass reports the study findings, “Following Apple on the list of "happy" brand associations were -- in order -- McDonald's, Coca-Cola, Target, Wrigley and Sony (tied), Walmart, Dove and Hershey. On the "trusted" list, Apple was followed by Colgate, Microsoft and Coca-Cola (tied), Toyota, Nike and Bank of America (tied), and Target and Dell (tied).”

In my opinion, Apple does a great job of advertising and marketing. I think many of us can still remember the fun Ipod commercials featuring the black silhouette people grooving to their jams. It’s also interesting to note that Bank of America is on the ‘trusted’ brands list despite the economic times we are facing. The brands chosen are diverse but seem to make sense considering the demographic group.

Other survey questions focused on spending decisions in an attempt to pinpoint changes brought on by the economy. Interestingly enough, “the group's discretionary spending power has actually increased, jumping 37% from four years ago, and 5% from last year to $56 billion.” But only 35% had optimistic outlooks on the economy improving during the next year.

I wrote this blog to give a different insight on my own age demographic group. I thought this survey revealed some interesting facts about corporate brands and served as an interesting follow up to my recent blog post about corporate reputations and brand management.

Tuesday, August 11, 2009

PR Headaches Avoided through Social Media Engagement

Posted by Amanda Walsh

This article, For Companies, a Tweet in Time Can Avert PR Mess found on TheWallStreetJournal.com is a great resource on strategies and tactics for social media engagement. Writer, Sarah E. Needleman specifically focuses on the use of social media by corporations to converse in crisis communications.

Needleman sites a few examples of successive use of social media to “Avert a PR Mess” including this one from automotive industry giant, Ford. Last December, Ford's head of social media Scott Monty, became aware of online comments criticizing Ford “for allegedly trying to shut down a fan Web site, TheRangerStation.com.” He wasted no time in finding out the story behind the criticisms and quickly tweeted about it. Later, he spoke to Ford’s legal team and then tweeted that the dispute was settled.

Through quick, effective response and monitoring of social media, Monty was able to take control of the situation happening on social media networks. Professionals are now writing case studies about the Ford situation and how Mr. Monty handled it in a prompt and appropriate way.

PepsiCo experienced a similar situation involving a controversial commercial. Through the process of listening to the public and issuing quick responses, the situation was defused via social media outlets. PepsiCo’s competitor, Coca-Cola Co. is vamping up social media efforts as well by focusing on accounts on Twitter. Other industries including airlines like Southwest and technology companies like Microsoft are following suit.

Companies are now beginning to train staff to engage in their overall corporate social media efforts. Effectively using social media to avert a crisis in PR is a big and challenging task. To read more from the article in the Wall Street Journal.com, click here.

Thursday, August 06, 2009

Social Media Engagement Best Practices

Posted by Amanda Walsh

One aspect of the World Wide Web that I appreciate most is the ability to read news from other parts of the Unites States and around the world. Today’s blog is inspired by a news article from The Portland Business Journal out in Oregon.

The article, “Rushed Facebook, Twitter efforts can easily backfire” by Courtney Sherwood, outlines tips in regards to using social media effectively. Sherwood interviews many professionals working strategically within the social media realm.

Many companies are realizing the importance of an ongoing commitment to maintain social media communications. “You have to commit resources and you have to be dedicated to keeping concepts fresh,” says Rebecca Armstrong, managing director of North, a Portland creative agency.

Along with commitment, it’s important to have fun and enjoy social media. Understanding how to use social media in the best way is crucial as well. “Real estate agents who post every listing they have or businesses that use Twitter like paid advertising, are being boring,” Armstrong said. “You can’t bore your customer into buying.”


Some great takeaways from the article are:


  • Companies need to understand that the social media world is different than traditional marketing campaigns.
  • Social media is best used for client relationships and cultivating new connections.
  • Time and manpower are required in order to keep social media connections active and growing.
  • Most importantly, engaging in conversations is done through listening and responding to your “followers.”

My favorite quote from the article was from Kelly Feller, Hillsboro, Oregon-based social media strategist at Intel. “If Twitter is like a global water cooler, Facebook is more like a family backyard barbecue,” said Feller.

It is important to engage many different social media outlets, for that reason! Each provides a different way to reach a variety of audiences. Also, take a look at one of my recent posts on The PR Lawyer called “Social Media Engagement = Big Bucks? One Study Shares Findings” about the top social media brands. The post examines a study that connects big brands with dedicated employees and teams assigned to monitoring and engaging social media and their annual revenue.

These two posts reiterate that successful companies are realizing that not just having a million social media accounts, but using them effectively is the key to listening to customers’ needs and complaints. The goal of committing to and maintaining social media outlets is a growing, worthwhile investment of staff, time and money.

Thursday, July 30, 2009

Social Media Engagement = Big Bucks? One Study Shares Findings

Posted by Amanda Walsh

This review of a study featured on TechCrunch.com piqued my interest. The article by Erick Schonfeld, entitled “The Most Engaged Brands On The Web,” discusses a study, ENGAGEMENT db, conducted by Charlene Li of Altimeter Group and Wetpaint on the top 100 brands by social media engagement.

The report was based on brands highlighted in BusinessWeek’s “Best Global Brands 2008.” Basically Li’s study ranks engagement on social media – blogs, Facebook, Twitter and so on – of 100 brands and discovered a “correlation between top financial performance and deep social media engagement.”

Companies were rated and given a number based on custom criteria for each particular type of social media. In the study number of channels engaged or “breadth” was considered as well as depth of engagement. Depth refers to the number of times an account was updated or how often feedback is given to users.

The study identifies four “engagement profiles” which are outlined below:

“Mavens” (Starbucks)
  • Engage in seven or more channels. Not only do they engage but they are deeply invested in many of the channels. Giving constant feedback to fans or followers.
  • Usually have dedicated teams specifically for social media.

“Butterflies” (American Express)

  • Engaged in seven or more channels but are not as actively engaged as the “mavens.”
  • Typically, these companies are stretched too thin, focusing on too many channels and not delving into any particular channel.

Selectives” (H&M)

  • Engaged in six or fewer channels but have high engagement scores meaning they have a strong presence in a few channels.
  • Interact with customers “when and where it matters most.”

“Wallflowers” (McDonalds)

  • Engaged in six or fewer channels and have below-average scores for engagement.
  • Testing very few channels. Normally cautious of risks in approach and unsure of the benefits of social media.

The study claims a correlation between social media engagement and revenue growth. I agree with the author, Erick Schonfeld, when he expresses doubt in this connection, but it does seem to be an interesting find. I also think the report may have lacked some details in terms of how each social media channel was engaged and how depth of engagement was measured.

Other things to consider about this study are the amount of money put into the PR and Marketing departments at each of these companies. Does more money equal higher engagement and therefore higher revenue growth? Also, are there specific teams of people dedicated to social media outreach and engagement?

The final list from the report of top brands includes:

  1. Starbucks (127)
  2. Dell (123)
  3. eBay (115)
  4. Google (105)
  5. Microsoft (103)
  6. Thomson Reuters (101)
  7. Nike (100)
  8. Amazon (88)
  9. SAP (86)
  10. Tie – Yahoo!/Intel (85)

I really enjoyed this article and study and think it brings up some great ideas and points to ponder for those big companies who are still reluctant to engage in social media.

To check out the study and read the case studies of the most influential and engaged brands, click here.

Wednesday, July 22, 2009

Tips for Choosing a Twitter Handle

Posted By Amanda Walsh

123SocialMedia.com is a wonderful resource for communications professionals engaging in social media. Author Barry Hurd makes some good points for communicators trying to decide which user name to use for their social media accounts, particularly Twitter. Hurd writes, “professional communicators need to first ask “am I doing this for me personally, a project, or my company?”

Overall, I agree with Hurd when he suggests creating a FirstNameLastName Twitter handle. It is the best in terms of personal brand building. It also helps with Search Engine Optimization to increase recognition of your name on Google searches. It is a smart and easy way to promote your personal brand and name.

If you’re signing up for Twitter and want to focus on a current company project, connect the project name into the brand of the company. Consider if this project will have an individual presence separate from the company? If so, you may decide that this particular campaign or project needs its own Twitter handle. Perhaps research some keywords to describe the project and try to incorporate those into the account name.

If the Twitter account is being created on behalf of the company, choosing the company name or slogan may be options to consider. However, Hurd does warn that slogans may change with time. At the very least, registering the account will allow the company to have control over the brand.

Wednesday, February 25, 2009

Web 2.0 for CEOs

Posted by Katie Noonan

President Obama is the first president in the PDA age to keep his trusty BlackBerry by his side. During the campaign, he and his staff were known for their ability to leverage social media to garner support and recruit volunteers. I would argue that it was this ability coupled with his eloquent rhetoric that really won him the election.

He has continued to leverage both his oratorical skill and Web 2.0 savvy during the first month of his presidency. The administration continues to send out frequent E-mails informing Americans of decisions he’s made, but more importantly, asking to hear their personal stories. Even whitehouse.gov, the administration’s Web site, has received a shake-up, featuring a blog, videos and an rss feed. It now has the look and feel of his campaign page, which was inspired by social networking sites like Facebook and MySpace.

I share all of this as an example of a solid communications strategy in the Web 2.0 age. President Obama is a CEO, so to speak, so why shouldn’t other CEOs employ similar tactics to better communicate with their employees and the public? Consider setting up weekly e-mail blasts to communicate news, and as you do so, encourage employees to share their feedback with you. Honest two-way communication is what employees really need and want from management right now as the economy and their job security are uncertain.

Placing a Web 2.0 spin on your Web site by adding video, blogs, and rss feed, or borrowing from social networking site layouts to make your company’s Web site more current, is an effective way to communicate with both internal and external audiences and stay relevant in the Web 2.0 age.

Like the president, CEOs are now becoming increasingly more responsible and accountable to the public as they begin to take taxpayer money to bail themselves out. Open communication on the public’s terms, through the vehicles with which they are most comfortable and familiar, will undoubtedly lead to some good PR.

Wednesday, January 21, 2009

PR Lawyers Pet Peeve #5 – Balanced Representation: What’s Wrong With This Picture? - Ad Age’s Agency A-List

Posted by Gina Rubel




So folks – what’s wrong with this picture? Hmm? Robin Eley’s illustration is well done. All the men are wearing suits and ties. Four of them are promoting drinking alcohol out of a crystal decanter and glasses. I hope it was a good year. Did you figure it out yet? Well, let’s see:

1. Alex Bogusky, Co-Chairman, Crispin Porter Bogusky (MALE)
2. Lee Clow, Global Media Arts Director, TBWA (MALE)
3. Rich Silverstein, Co-Chairman, Goodby Silverstein & Partners (MALE)
3. (No – there is no #4) Jeff Goodby, Co-Chairman, Goodby Silverstein & Partners (MALE)
5. Paul Gunning, Worldwide CEO, Tribal DDB (MALE)
6. Scott Neslund, CEO, Mindshare (MALE)
7. Mike Hughes, President, Creative Director, Martin (MALE)
9. (No – there is no #8) Manny Vidal, Chairman-CEO, Vidal Partnership (MALE)
9. Bob Greenberg, Chairman-CEO-Global Chief Creative Officer, R/GA (MALE)
10. Linda Sawyer, CEO, Deutsch (Finally – a WOMAN!)

According to Ad Age, “the A-List is meant to recognize that success in today's agency landscape comes in a lot of different shapes and sizes.” The article says, “As you'll see, the current group spans disciplines, from general-market ad agencies to digital experts to media and direct shops. And the agencies are both independent and owned by holding companies and they ranged from single-office shops to sprawling global networks.”

Now, I certainly believe these agencies are successful and deliver measurable results to their clients – however, my pet peeve is that there is only one woman represented, which does the industry no justice. On top of that, is there really no diversity at the top? If this is a true depiction of the advertising industry, these shops have a lot of work to do.

Tuesday, December 02, 2008

A Down Economy Calls for Communicating Bad News Effectively and Honestly

Posted by Katie Noonan

It’s hard to turn on the TV or pick up a newspaper without hearing about major corporations being forced to slash jobs to stay afloat. Issuing bad news such as lay-offs, branch closings or company restructuring is one of the biggest challenges to a communications team dealing with both the public and the company’s concerned employees.

A great article by Sarah McAdams on Ragan Communications’ Web site provides corporate communications strategies to manage financial crises from Beth Haiken, Vice President of Corporate Communications at Providian Financial during its financial crisis prior to being sold to WaMu (now owned by JPMorgan Chase) in 2005.

Not only did Providian find itself in financial trouble, the company was also faced with a multi-million dollar class action suit from cardholders who claimed Providian had misled them about credit card fees and rates.

According to the Ragan Communications’ article, Providian was forced to downsize from 13,000 employees to 3,500 in about a year and a half. With a new management team in place, Providian issued a 5-point plan to restructure the company which was shared both internally and with the public. According to Haiken, management was frank about the need for downsizing. To effectively address employees’ concerns, the communications team coached managers extensively, providing talking points and Q&A, and training managers who were not experienced in giving employees bad news.

Here are just a few of Haiken’s suggestions from the Ragan article:
  1. Never announce a problem without also announcing a solution. Employees and the public alike want to know that even though the company is struggling financially, the management team has a plan to turn things around. Using the Providian example as a framework, their 5-point plan acknowledged the problems that existed and provided a multi-faceted approach to address them.
  2. Respond quickly. Even when the media beats you to releasing bad news, or plunging stock prices give you away, it’s important to respond quickly. It’s essential to regain control of the story and, if possible, place a positive spin on it. The longer it takes for the company to respond, the more time employees and the public have to speculate. Which leads to another important point -
  3. Realize that employees are not stupid. At the very least, your employees deserve an explanation. They are capable of understanding business decisions, even difficult ones, and though they may be angry or worried, chances are they will respond better if they feel management is being truthful with them. Employee morale may suffer initially, but ultimately if employees feel management has a policy of openness, it will foster a more positive and trusting environment.

Read McAdam’s blog for more on corporate crisis communications.