2010 July — Get In Front Communications

10 Essential Words and Phrases for Media Pros in a PR Crisis

You may have noticed we’re surrounded by emergencies and crises–big time. In between the BP oil spill and Toyota recalls, we hear about office shootings, corrupt politicians, building collapses, plane crashes and savage beatings. It’s rough out there. Sure there’s the good news too. But it’s easier for PR pros and management to speak to reporters when all is well.

Are you and your team prepared to go head-to-head with the media when you’re faced with horrid breaking news that can quickly destroy your company, staff, and reputation?

I do a lot of PR and crisis communication trainings and coachings on how PR teams and leaders can develop a carefully crafted message and sound bite for reporters. In my 25 years of news and PR experience, I’ve played more than both sides of the fence. I’ve been a radio news reporter and news director, and ran New Jersey Governor Christie Whitman’s Office of Radio and TV. I’ve managed press conferences with clients hoping they won’t be dragged out of their office in handcuffs with a raincoat over their heads. All of this in the New Jersey/New York/Philly media market- one of the toughest out there.

It’s been interesting to walk that fine line of linguistics. In crisis communications, the mouthpiece of your organization has to use words and phrases like those of politicians and lawyers. Don’t get sick just yet.

Words that Trap

Anyone who is publishing content in Social Media, speaks with journalists, or writes press releases knows that there are words that can trap you with little or no way out.

They are: never, always, and definitely.

These three words can spell trouble because reporters and writers are trained to listen. They often take things literally. For example, you may say to a reporter, “Our family-run liquor store has never sold alcohol to anyone under the age of 21.” Most reporters spend their days digging for information, scanning the Internet, and asking a lot of questions to a variety of people. They are curious. They look for cracks in your story. They will find the old buried archive from 1971 when your dearly departed Grandpa sold beer to a 17-year-old who was killed in a car accident. And you said “never”.

Instead of using words like never, always or definitely, start to think in vague terms. Avoid the pitfall of painting yourself into a corner.

Enter “wiggle words.” These are softer words that attorneys and politicians use all the time.

Tend to
Usually
Typically
Often
May
Prefer to
It looks like
It appears to be
It’s likely to happen in a few weeks
It could be

Here’s an example. Anyone with news savvy knows that “no comment” means guilty. You have to say something. Here’s a line I love to quote from an attorney: “It looks like it could likely happen sometime soon. That may be a real possibility.” Huh?

The Art and Skill of What Follows

Using these words and phrases gives you “wiggle room” in case there’s an error or something from 100 years ago that you and your bosses may not be aware of. When you deliver the line with an authoritative and credible tone of voice, it can work like a charm. But please don’t misunderstand. There is clearly an art and skill to this method.

If you use my “vague” example in a hastily called press conference during a crisis with breaking news, you are trying to buy time. You’ll have microphones, cameras and glaring lights in your face. It could be 3 AM on a Tuesday or 11 PM on a Friday. “No comment” doesn’t work. So you use whatever information you may have available but you carefully word your statement and remarks with the wiggle words. You will provide accurate and detailed information in a timely way, but when you are prepared. You control the flow of information. Buying time, even if it’s five minutes or five hours, can be the key to surviving a PR crisis. In other words the follow-up is essential.

When done correctly, this process can save your boss, company, job and your reputation with the media.

(Photo Credit: bhanukaran)

Filed Under: Business, Communication, content, Crisis Communication, Leadership, listening, media, News, Public Relations, publicity, Social Media, Writing Tagged With: Business, Communication, credibility, interviews, Leadership, listening, media, message, News, nonprofits, PR, press releases, Public Relations, publicity, reporters, Social Media, Writing

5 Ways to Move From Bland to Brand

by Susan Young at 8:47 am 4 Comments

Bland. Dull. Sleeping Pill.

Is that what your message, company, and website represent? Why do some business brands fall flat while others are over the edge exciting, compelling, and intriguing? Don’t you want to be considered exciting, compelling, and intriguing? Don’t you want to create an identity that draws in consumers and prospects? What are you communicating?

The charisma contained in your marketing material directly impacts your bottom line. It’s time to move away from bland, and build your brand.

Think about what we do when eating a meal. Do you automatically add salt and pepper without tasting the food, expecting that it will need more flavor? Do you anticipate bland? Or do you taste the food first and then add something to spice it?

Here are 5 tips to help you create a “brand buzz” in the marketplace:

1. Look at the first few sentences of your website, blog (if you have one) and marketing material. Would you describe the initial message and visuals as relevant, creative, and forward-thinking? If you worked with a focus group five years ago, you’re long overdue for a branding and marketing facelift. If you’re too entrenched in this, hire a consultant. It’s that important.

2. Consider the colors, layout and design. Are the graphics and visuals effective, stimulating, and congruent with your written words? What would draw people to your site and content? Does your material reflect positive energy? In our “crazy busy” world, it’s a race against the clock for you to quickly grab someone’s attention and keep their interest. Bland pushes people away–in droves.

3. Identify the writing style and language. If it’s all about your company, your history, and your experience, then it’s bland. People visiting your site don’t give a rat’s ass about where you went to school or your stuffy mission statement. That’s bland and boring because they don’t care about you—they care about themselves. Position yourself as a business that focuses on being the solution to your customers. It’s all about them- their needs, challenges, issues, and success. If you don’t believe me, look at Zappos and Nordstrom.

4. Stay current. We’re moving at warp speed. A blog post that’s dated three weeks ago is bland. An article or press release that was printed in 2007 belongs in the Smithsonian. Build your brand by staying on the cutting edge of your industry and trends. Be sharp and bold. Brand yourself as a leader in your field. Become the “go-to guy”. That’s not bland.

5. Create and know your brand personality. What mental images and perceptions are conjured up when someone sees your logo, tagline or company name? Does it inspire, bring a smile, a sense of comfort? Does your message generate excitement? Or is there confusion over acronyms, mixed messages and your own identity crisis? Clarity is critical.

You don’t have to be in the travel industry to build a buzz that’s attractive and engaging. Funeral homes also have to effectively brand themselves to welcome prospects into their pipeline. What kind of first impression and experience are you offering to the public?

Successful brands distinguish value and build loyalty. Have you built bland—or brand?

(Photo Credit: almostbunnies)

Filed Under: Blogging, Business, Communication, content, Creativity, Marketing, Online Marketing, Social Media, Success, Writing Tagged With: blogs, brand, Business, Communication, credibility, customers, Marketing, message, sales, Social Media, technology, Writing

The #1 Challenge Facing Millennials in the Workforce

by Susan Young at 9:36 pm 4 Comments

Professor Kevin Freeman has his finger on the pulse of college students who are learning communication skills. We talked recently about this new generation and the greatest challenge they face as they enter the workforce.

httpv://www.youtube.com/watch?v=lsYap4O9L6M

Transcript:

“The biggest hurdle this millennial generation is facing is that they are not recognizing the significance in the job market of effective communication. And that is because a lot of them spend a lot of time engaged in cell phone activity, and computers. Perhaps they’re not as interactive when it comes to face-to-face meetings and discussions. But they all have the ability and talent to bring it forth. It’s a matter of dipping in and finding out their real skills. What happens is that a lot of the students have not had the opportunity at the high school level or early on in their careers here in college to provide them with the kind of communication skills they need to move forward in the professional community they are going to be part of.

It’s very interesting that there have here’s been surveys done around college campuses and they always speak about how important effective communication will be in the workforce. I’m looking at it in this classroom with 24 students who all will need effective communication skills in the future.”

Filed Under: Business, Communication, Interpersonal Relationships, Social Media, Social Networking, Success Tagged With: Business, Communication, Leadership, message, public speaking, Self-Confidence, Success, technology

How Women and Men Create Video Blogs

by Susan Young at 10:16 am 4 Comments

“Women are from Mars and Men are from …” Yeah, we know.

Each gender communicates in their own distinct way. This includes in Social Media and videos too. I’m happy to share my observations and experiences with how women differ from men in creating their videos, or vlogs.

httpv://www.youtube.com/watch?v=5LjSln8ro38

Here’s a free resource for you. Take advantage of my 21-day video series “Speaking of Communication.” It focuses on Social Media, blogging, PR, writing and communication themes. Click on this link now for instant access http://www.getinfrontcommunications.com/

Filed Under: Blogging, Business, Communication, content, Creativity, Marketing, media, Online Marketing, Self-Confidence, Social Media, Social Networking, Women Tagged With: audience, Blogging, blogs, Business, Communication, Marketing, media, message, networking, Self-Confidence, Social Media, technology, Video blogs

10 Ways to Accept Compliments and Build Self-Confidence

by Susan Young at 3:02 pm 10 Comments

How do you accept a compliment?

If you find yourself rejecting praise from others, you’re not alone. Like you, I’ve had my moments of doubt too. I’ve spent years observing people and how they accept (or don’t accept ) a compliment.

This is what I’ve discovered. Rejecting a compliment is a poison that erodes self-confidence. You convince yourself you’re not good enough. It’s a deprecating message that doesn’t serve you well. Successful people communicate positive affirmations and internal messages of self-worth and value. Communication and self-confidence are the cornerstones to success.

In sharing the following 10 tips on handling compliments, let’s use the simple example of your co-worker Caroline who is admiring your jacket.

1. Do avoid arguing. When Caroline offers kind words about your jacket, simply respond with a confident, “Thank you.” Then smile and close your mouth. Be gracious.

2. Do lighten up. Accepting a compliment should not appear to be torture. Be comfortable in your own skin.

3. Do stand up tall, strong and proud. Use positive body language and make eye contact. This is not about arrogance. It’s about self-confidence and humility.

4. Do believe what you have heard. Take a moment to truly internalize what Caroline has said. In your mind, know that she is being genuine. And yes indeed, you are deserving of her compliment.

5. Do practice. If you’ve been in the habit of rejecting praise for months or years, this will take some time. Be patient with yourself. It’s about awareness and changing comfortable patterns.

6. Don’t point out the negative. Caroline may say, “I love your jacket, that shade of blue looks great on you.” Don’t respond with, “I wanted black but they were sold out, I’m so disappointed.” Another common response to avoid is, “You know the color faded here on the sleeve after it came back from the dry cleaner.” Ugggh.

7. Don’t argue. When Caroline remarks, “Is that a new jacket; I really like it”, don’t tell her it’s so old you wanted to donate it to Goodwill but couldn’t afford a new jacket…bitch, whine, complain, bellyache, pity party, Debbie Downer…. you get the picture.

8. Don’t look away. Good eye contact is a sign of confidence. You are not in denial or embarrassed. You are good!

9. Don’t discount watching TV. For real. Years ago, I saw a soap opera that featured a boyfriend and girlfriend in their 20′s sitting next to one another on a couch. The man was clearly smitten. He looked lovingly into the eyes of his girlfriend and told her how much he adored her. When he came up for air, the woman gently tilted her head to one side, slightly flipped her hair, looked him straight in the eye and smiled. She never uttered a word. OK, the drama of daytime TV aside, this woman didn’t need to say anything. She accepted the compliments without opening her mouth. Quiet self-confidence. What a beautiful thing.

10. Don’t shift the attention. When Caroline offers you kind words on your jacket, stay with it for a few seconds. Don’t reply with, “Your jacket is really stylish” or, “Is that a new haircut?” This isn’t about Caroline. It’s about you. You can compliment her another time. Savor your moment.

Your positive response to a compliment can make the ”Caroline’s” of the world feel good too. Consider that she is offering you a special gift and you are open to receiving it.

By the way, if you want to supercharge your self-confidence and communication skills, sign up now for my free 21-day video series, Speaking of Communication.

(Photo Credit: H2O’s Photos)

Filed Under: Business, Communication, Interpersonal Relationships, Self-Confidence, Success, Women Tagged With: Attitude, Communication, Interpersonal Communication, Leadership, Relationships, Self-Confidence

Snow White and the 7 PR Dwarfs

by Susan Young at 7:52 am 8 Comments

Time for a quick PR story boys and girls. Work with me here.

Long ago in a faraway land, there was a young girl named Snow White. She didn’t know any better and spent much of her time hanging out with the 7 PR Dwarfs.

Allow me to introduce them:

Itchy-He’s the one just itchin’ to get his hands on a good story. Sometimes it works; most times Itchy just leaves reporters scratching their heads. People often mistake him for his cousin Choppy.
Pitchy-He’s the one who pitches 12 stories a week whether they’re newsworthy or not. Can’t figure out why he never gets coverage or a hint of interest. From anyone. The only one watching what he’s doing is his boss, who is thoroughly disgusted.
Bitchy -He likes to tell reporters what’s best for his schedule. He gets bitchy when no one pays attention to him. Someone told him once he was a real pleasure to work with. Sneeeer.
Dopey- He wouldn’t know a good story if it knocked him on his rear end. Some suspect he may have been dropped as a baby. When Dopey’s IBM Selectric typewriter is in the shop, he walks around telling people social media’s a fad.
Sleepy- He snores through the staff meetings and press conferences and then wonders why he got involved in such a lackluster profession. 39 years, 4 months, 2 weeks, and 3 days to retirement.
Tricky -He’s always unprepared for media inquiries and blames the summer intern for not doing the correct research. Makes it hard to determine what’s real and what’s imagined. Silly guy, tricks are for kids.
Topsy -He skips the whining, blame game, and stupidity of the other 6 dwarfs . He jumps right into a story with both feet on the move. He totally gets this PR thing. Everyone wants to be Tops(y).

Which Dwarf are you? And are you living happily ever after?

Coming next week in Storytime: A profile on the Dwarfs’ new intern: Edgy.

(Photo Credit: Disneyfreaksam)

Filed Under: Communication, media, News, Public Relations, Writing Tagged With: media, message, News, PR, Public Relations, publicity, Social Media, Success, Writing

7 Reasons You Should Invite Guest Blog Posts

by Susan Young at 12:33 pm 5 Comments

Guest posts are a two-way street. There are benefits to being a good guest blogger (see my post yesterday -Part 1) —such as widening your circle, SEO opportunities and boosting your credibility and brand. Now for the flip side. Why would you want to hand over your coveted podium (blog) to someone else?

It’s time for Part 2. Here are 7 ways you can benefit from having a guest post on your site.

1. It brings an engaged audience who will be exposed to your blog archives, business and website.

2. It allows you to boost your credibility-especially if you have a recognized industry leader (your hero or mentor). ”Birds of a feather….”

3. It provides your readers with a fresh style of writing, opinion and insights.

4. It builds your visibility when both of you are cross-promoting and marketing.

5. It gives you a break and some time to recharge your creative battery.

6. It can help with Search Engine Optimization, page rankings and name recognition.

7. It allows the guest blogger to assist in driving traffic to your site–through pings, social book marks, links and RSS feeds.

One critical reminder: If you team up with someone who is going to guest post, be sure to review their content before you publish it.

Finally, here’s a great resource that Jessy Troy offered in her comment on Part 1 of this post. My Blog Guest connects people who are looking to guest post and those interested in being a guest blogger. http://myblogguest.com/

(Photo Credit: JLM Photo)

Filed Under: Blogging, Business, Communication, Creativity, Marketing, Online Marketing, Social Networking, Success, Writing Tagged With: blog, blog posts, Blogging, blogs, business growth, credibility, Marketing, Social Media, Success, technology, Writing

10 Tips to Being a Good Guest Blogger

by Susan Young at 4:15 pm 11 Comments

An important way to market your brand, name and business is to provide a guest blog post for someone else. In part 1 of this 2-part post, I’ll share tips on how to connect with key people and work through the details of a top-notch post. In part 2, I’ll offer you tips on how and why you should allow others’ to provide a post on your blog.

Here are 10 points to consider about guest blogging.

1. Identify a leader in your industry or niche that you want to break into. Learn about their online activities, groups, chats, Tweets and followers. Target someone with a large and loyal base who is respected. Someone whose opinions you generally respect as well. Retweet their material/content and develop an offline conversation and relationship. Comment on their blogs. After a few exchanges, days or weeks, ask them politely if they are willing to have you provide a guest post.

2. Have something specific you want to address—but be open to their ideas. Do your homework by reading their old posts and articles. You want to know what their area of expertise (passion) is, and how your expertise and insights would be a nice complement. They may have a specific issue or angle in mind for you. A dialogue to agree on the topic is always helpful. One essential is to provide something new (not repurposed or recycled). New material helps with SEO.

3. Ask for details. Logistical information is important, like a preferred word count, title, links, your headshot/byline/bio box, deadline, and when they will actually publish the post. Another essential is to agree on who will actually “post the post.” Will you have access to the back-end for the upload, or will they handle the tech part?

4. Cross-promote from both ends. Ask for –and get agreement– that both of you will market and promote the post in your own Social Media networks and channels. In addition, agree that it won’t be a one-shot plug. Intermittent cross-promotion can work for several days or weeks.

5. Manage the comments. Understand how you will be notified when comments are posted, and be prepared to respond in a timely manner. Also find out if the host will be commenting or responding. What about potential for negative feedback; who handle that?

6. Determine the writing style. Will you do a straight post, a list, or Q&A format? Consider a video post too.

7. Know who has the final say. In other words, will your post be edited, or changed in some way before it’s published? Proofreading for a basic typo is one thing but who has final editorial control?

8. Do the analysis. Does this site reach the audience you want to connect with? In the due diligence process, look at page rankings, click thru’s and search engine data to determine if this site is a good audience for you. If it is, study the stats after your guest post to see the traffic and interest that was generated.

9. Consider asking the other person to guest post on your blog. Bringing someone with name recognition and credibility onto your site is important as well.

10. Keep the conversation alive. Continue with Item #1 and take time to build the relationship with your new friend. There may be opportunities to partner on additional activities, or to repurpose your post for their newsletter, a BlogTalk Radio interview, etc.

Guest posts will help expand your circle. These small–and large details–will keep things clear so there’s little chance for misunderstanding. Consider this your punch list, and get going! Send along your success stories

(Photo Credit: tomas_fitnesscoach)

Filed Under: Blogging, Business, Communication, content, Creativity, Marketing, networking, Online Marketing, Social Media, Social Networking, Success, Writing Tagged With: articles, blog, blog posts, Blogging, blogs, Business, Communication, credibility, Marketing, message, networking, Relationships, Social Media, Success, technology, Twitter, Video blogs, Writing

10 PR Trends That Are Always In Vogue

by Susan Young at 1:33 pm 28 Comments

Trends come and go. It doesn’t matter if you’re talking about cars, TV shows, haircuts, or widgets.

Public Relations is no different. Elements of a strong news story rarely change. The medium and technology through which the story or message is delivered can change, but not the core of what constitutes a good story. The importance of relationships with reporters has also stood the test of time.

With 25 years of news, PR, and communication experience, here are 10 PR trends that are always in style:

1. Thank the reporter for listening. Even if they are rude or rushed, say thank you. Chances are you’ll have to reach out to them again. Remember, you don’t know what you may have interrupted on their side. If you saw all the irrelevant and lousy pitches reporters get hit with day after day, you’d want to stick a fork in your eye.

2. Know your pitch inside and out. If you’re not fully prepared to answer minutiae questions about your story, and all the elements it encompasses, you’re not ready to pitch it. Keep doing your homework.

3. Communicate a succinct message. Whether it’s a voicemail, e-mail pitch, Tweet, or press release, make your point with the least amount of words or characters possible. Oh, you’ll have to be compelling and punchy, too. Choose every single word with absolute care. Perfect your writing skills. Consider yourself a wordsmith.

4. Find the human factor. Statistics are powerful, but the emotional connection we experience as human beings is key to any good story. News is about people. People love great stories.

5. Respect the clock. Deadlines are gospel in newsrooms. Avoid reaching out to daily print reporters late in the afternoon. Don’t call television assignment desks and radio newsrooms as they are preparing to go on the air (top of the hour).

6. Love your story. It doesn’t matter if you’re pitching a novice blogger or CNN. If you don’t love your story, they won’t either.

7. Build rapport with them. Reporters and news decision makers are people too. In fact, they were people before they began working in news and social media. Don’t ask for favors and help all the time; ask how you can be of assistance to them with resources, a fresh angle, or interview. Give more than you take.

8. Offer an exclusive. Everyone likes to feel special.

9. Deliver what you promise. Whether it’s details to follow-up your lead in a press release, or sticking to the interview you’ve arranged, keep your word.

10. Make yourself available. From black clunky rotary phones that were attached to the wall to mobile phones with snappy apps and ringtones, the news does not exist in the 9-5 vacuum. When reporters reach out to you, it’s all about them.

Let me know if I missed something.

And if you want to learn more about PR, Social Media, blogging, and all facets of communication, I invite you to sign up for my free 21-day video series “Speaking of Communication.” Instant access for you —at the box on the top right.

(Photo Credit: fore)

Filed Under: Blogging, Business, Creativity, media, News, Public Relations, publicity, rapport, Social Media, Writing Tagged With: Blogging, Business, interviews, media, message, News, PR, press releases, Public Relations, publicity, rapport, reporters, Social Media, technology, Writing

How to Write Powerful Press Releases and Pitches

by Susan Young at 9:30 pm 3 Comments

Here’s a crash course into the mindset of news decision makers and how they determine what is newsworthy. In this video, I’ll share several Do’s and Don’ts of how you can write solid press releases and pitches that get the attention of reporters.

The secrets to your publicity are right here.

httpv://www.youtube.com/watch?v=kmuaP_qvpEg

It’s essential that you think like a reporter. Good luck!