You may have noticed that digital storytelling and brand journalism are making headlines. (Bad pun, sorry)

Anyone interested in PR, marketing, social media, and branding knows this new approach to communicating with the public has immense value and influence. It offers refreshing new ways to connect with prospects, customers, investors, employees, and the community.

Brand journalism allows your company to tell its own story in an engaging way that we’ve never experienced before. 

The concept of brand journalism

 This form of business communication is important for several reasons:

• People (consumers) feel disgusted with stilted, one-sided marketing messages filled with canned tag lines and jargon.
• People feel good about referring their favorite products, services, doctors, etc. to others.
• People feel better when they can use technology to complain and vent about poor customer service or a negative experience.  
• People feel good when they know their opinions are valued and they are contributing to the marketing message.  
• People feel good when they tell their story, even in 140 characters.
• People are relieved they no longer need traditional media, advertising, and big budgets to share their brand and stories.

The secrets of a master storyteller

 A master digital storyteller:

1. Understands the need for all humans to connect and bond.

2. Knows the importance of putting a face on a story (the human factor).  

3. Shares many aspects of the brand, culture, employees, C-suite, investors, customers, and community.

4. Travels deep into the multiple layers of stories he or she is surrounded by and confidently uses available social channels to create cohesive and compelling content for internal and external communications.

5. Appreciates the opportunity to drive and influence mass numbers of people to bring them a transparent and balanced story — without the media.

6. Weaves images, video, audio, graphics, and other social tools to make stories pop and impact people. 

7. Keeps his or her news radar and antennae up at all times knowing that there are stories, profiles, pictures, video clips, blog posts, and interviews just waiting to be developed and shared.

Analyzing your efforts

Of course, metrics and knowing how your messages are being received are important, too. Is web traffic up? Are your employees and customers more engaged? Are you generating dialogues and conversations in chats and LinkedIn groups? Do you know who is ‘talking’ about you online?  How are you doing with Pinterest? What kind of buzz are you creating? Have you audited your internal and external communications? Are you using tools such as Radian6 to gather stats? 

The next steps

Collectively, we are all in the news business. It’s fine for me because I’ve been working in news, PR, and communication for 26 years. What is described above is a news hub for your company. Translation: It’s a newsroom and you have a press pass, whether you want it or not. 

Savvy and successful companies are working with trained news professionals to spearhead efforts to tell their stories. Leaders are happy to integrate content, marketing, PR, and crisis communication.

Many businesses fall short with brand journalism. Leaders feel intimidated and overwhelmed knowing their staff lacks the training needed to develop and execute this concept.

Is your company embracing the power and influence of this new marketing and branding model? Is this the best communication you aren’t using?

In the end, demons often trump talent. I’m witnessing this painful realization in my own family. Now the world sees it (again). This time with the sad news of Whitney Houston’s death. 

Houston sang so many lyrics and verses for so many years. Most of them had to do with love and relationships. But when I go back and think about her words and songs, I discovered that there are lessons for folks in business.

Consider these:

1. “For every win, someone must fail, but there comes a point when we exhale.” (from “Exhale”)

 Business takeaway: Ever lose out on an RFP or bid that you busted your butt for? One company was a victor; yours wasn’t. Exhale, and carry on.

2.  ”I decided long ago, never to walk in anyone’s shadows, if I fail, if I succeed at least I live as I believe.” (“The Greatest Love of All”)

Business takeaway:  In the era of social media, be transparent and trust your own intuition. We live in difficult times that are filled with temptation. Hold true to your own values. Be yourself. When you try to be someone you’re not, you will undoubtedly make mistakes. When you’re genuine, you can’t make a mistake. Don’t walk in anyone’s shadow.

3. “Yes I’m gonna take my turn, it’s time for me to finally stand alone.” (“On My Own”)

Business takeaway: You are so much better than you think you are. Be bold and know that you can forge ahead with perseverance, discipline, and a willingness to do whatever it takes to succeed.  You CAN stand alone.

4. “And when you turn on the evening news, mass confusion is the only thing you’ll see. Well there’s no question that we need a new direction,
‘Cause we all could use some peace and harmony. What you need’s a little change of heart, when you’re feeling down and out, love will save the day.” (“Love Will Save the Day”)

Business takeaway: Plan each day with quiet time to reflect and simply be.  Get away from the static and noise that consumes all of us. Business and life are filled with distractions and heartbreak. There seems to be so many angry and broken people. Go for the peace and harmony. Try and incorporate it into your company culture. Share it with co-workers and friends. Because in the end, it’s not about the success of your website, investment portfolio, or number of Twitter followers. None of these tangible things will save us. 

5.  ”I want one moment in time, when I’m more than I thought I could be, when all of my dreams are a heartbeat away, and the answers are all up to me.” (“One Moment in Time”)

Business takeaway:  Give yourself credit for your accomplishments, both big and small. Dream big. This is your one moment in time. Don’t sleepwalk through it.

As a child, Whitney Houston sang in the choir at the New Hope Baptist Church in Newark, NJ. In an interview with  Diane Sawyer in 2002, Houston said, “The biggest devil is me. I’m either my best friend or my worst enemy.” Go for the  former. 

(Image via)

Verrazano Bridge, Brooklyn, NY

Every day, we make hundreds of decisions. Most are so mundane that we don’t even think about them. Things like hitting the snooze button, what shoes to wear, which bathroom stall to enter. I would hope that our business decisions take a bit more consideration.

What decisions and choices can you make daily that will impact your social media relationships, activities, and business results?

 Here are 10 ideas:

1. Decide to stretch yourself. Mentally and emotionally. The results will appear in every area of your life, including online.
2. Decide to join a new chat or online group that can help you learn more about your industry.
3. Decide to share useful information from someone else, because it’s that good.
4. Decide to explore (and even try) new technology that’s relevant to your work. 
5. Decide to listen and observe more than you type. It’s OK to be a fly on the social media wall.
6. Decide to work your lists, categorizing people with mutual interests and industries, and getting rid of those who you never interact with. You know, the retired lady in Montana who quilts and posts pictures of her grandbabies. She may not be the best fit for your business.
7. Decide to respond to every comment or post on your blog or profile pages, and write meaningful and relevant comments on other posts and walls. This does not mean, “Great post, I really liked it.”  Decide that mediocrity is for someone else.
8. Decide to think and add value to every interaction.  Hint: This also works IRL.
9. Decide to find your voice.  If you want to be a mime, go to the French Quarter in New Orleans.
10. Decide to be the most enthusiastic, sincere, and helpful person in the world.

Bonus: Decide to use this checklist as a map for the new year.

I didn’t graduate from Penn State. In fact, I’ve never even been on the campus.

But in the last few days, that school has provided me with many news, PR, and communication lessons. 

In the wake of the disgusting allegations of an ongoing child-sex scandal and the subsequent firings of football coach Joe Paterno and president Graham Spanier, I offer my own observations. Disclaimer: I am the mother of two children. I’m a former radio news reporter and news director. I’ve covered hundreds of press conferences and many crisis communications trainings.

1. The old adage, “There’s no such thing as a stupid question” clearly did not apply to Wednesday night’s press conference. 

2.  Every Penn State student resorting to violence and protesting the firing of Joe Paterno should be tossed out of the school. In this case, college does not equal smart. This is the stuff that is not contained in textbooks. Anywhere.  

3. Paterno’s arrogant statement on Wednesday that he will retire at the end of the season only proves that power often brings an exaggerated sense of self-confidence and a shortage of humility.  

4. Did the PR staff at Penn State help craft this gem or did Joe Paterno wordsmith this on his own?  “Victims or whatever they want to say.” After he was fired, he urged people to “pray for the victims.” 

5.  Board of Trustees’ Vice Chairman John Surma ran the press conference announcing the firings. He may be criticized for his “PR answers” but he gets high marks from me. Surma kept his cool under extreme pressure on live TV and social media channels. He refused to be unwillingly dragged into responses and dialogue that could have turned ugly (and libelous.) He revealed little or no emotion or personal opinions. As one commentator said after the press conference, “This was a business decision.”  Surma refused to speculate on what other people knew or thought (good prep from counsel, I bet). He put an end to the madness with the standard, “Just two more questions, please.”  And he adhered to the crisis media training message, “You are the zookeeper and they (reporters) are the animals.” John Surma controlled the message he was sent to deliver. 

One final observation: Football does not trump the safety of children or any human being. Ever.

Words wield power.

If you’re trying (desperately) to get the attention of news reporters and bloggers, you know the magic lies in your writing. Don’t discount the writing with the excuse that your pitch contains video and multimedia platforms. Remember: You probably have a script or outline when recording a video segment. Infographics, slide shows, and charts require strong copy,  too. 

Here are 10 ways to create your best news pitch by simply focusing on your word choice. 

1. Be sure that every word in every single sentence adds to your pitch and story. There’s no time to waste with irrelevant words and phrases.

2. Be sure that every word and every sentence builds on the one before it. This ensures a logical flow to your writing. There’s no room for confusion. 

3. Be sure that you rewrite and edit several times before hitting send. I’ve been writing news for 26 years. No one is so good that he or she can send a pitch or press release without at least one round of edits.

4. Be sure to use words that connect with emotions.  The psychology of your word choice is intertwined with your intended outcome. What do you want the recipient to do? How do you want that person to feel? Do the emotions behind your words compel the recipient to hit the reply button and ask for more information? Or have you left him or her hanging? Don’t write for the mind; write for the heart.

5. Be sure your visuals, which contain limited words and phrases, are the best combination for your small design space. You’ll likely find yourself searching for synonyms and short words that easily drive your message.  

6. Be sure keywords are included in subject lines and headlines. They will jump off the page or screen to pique the interest of a reporter or blogger. 

7. Be sure to read often. Voracious readers are often skillful writers. 

8. Be sure your language hits on topics and “sweet spots” of the people you are pitching. Show them that you understand what’s relevant to them.

9. Be sure to consider your pitch a work of art. Choose your words with the utmost care and precision. You can’t rush creativity. It will take time. Do you think Michelangelo or Shakespeare were hasty in fashioning their masterpieces?  

10. Be sure to avoid jargon and rhetoric. If your pitch is full of it, go back and review Nos. 1 to 9. 

In the end, you must be proud of the pitch you’ve created. After all, your name is on it. And if you don’t love your pitch, chances are the reporters won’t either.

Real-time is the name of the game in our digital space. Why do so many bloggers and writers insist on beginning their prose with old, outdated, and stale references to time and “current” events?

Here are 5 phrases to avoid in the opening/intro of your blog. By the way, these are real. Not real-time, just real blunders.  

1. “Three months ago…”

      My take: What were you waiting for? I’m outta here.

2. “When I attended the XXX conference in Vegas a few weeks ago…” 

       My take: I wasn’t there, it’s old, goodbye.

3. “Five years ago when I wrote an article on…” 

      My take: What rock have you been under?

4. “A study from 2010…” 

      My take: Tell me something new. Until then, I’ll be napping. 

5. “Industry leaders debated the March, 2011 research…” 

      My take: Where were you in March? 

Author Eckhart Tolle writes in his best-selling book, The Power of Now: “The time is Now.”

And by the way, if you need ideas and help with blogging, writing, and content, I invite you to sign up for my free, 21-day video series, “Speaking of Communication.” 

I was raised on sarcastic one-liners that resembled a stand-up comedy routine. It was an interesting way to grow up. When I got older and started working in radio news, my mind and ear were trained for sound bites. Quotes. What short, punchy gems would be spoken that could drive a message home?  

Welcome to my world.

The digital space is exactly what I just described: One-liners that are compelling (and sometimes sarcastic), punchy, and message- driven.  Everyone has to communicate in sound bites or those on the other end are off to another website, blog post, or video. 

Strive to abolish extra words. There’s no room for verbosity in today’s world. 

These three communication phrases will help you stay on message, improve your clarity, and grab the attention of others. Use them in meetings, blogs posts, e-mails, media interviews, and press releases. And yes, Skippy, they’ll even work in your personal life. They are simple, but brilliant.  

1. The goal is… 

When someone in the elevator asks, ”What’s your new project about?,” you respond: ”The goal is…”  Then follow with a maximum of one or two sentences.  Choose your words carefully. They’ll appreciate the distilled message.  Your goal is to get the other person curious to know more. 

2. The purpose is…   

Follow-up this expression with one line that describes the purpose of “whatever.” It should be absolutely direct, clear, and strong. There’s no room for stumbling or ending on a soft note. When using this tactic in a conversation, exude confidence and authority. Sprinkle in some humility and a smile, and you’ll rock.

3. The bottom line is…

Leave the sales pitch, business jargon, fluff, and bullshit for someone else.  This phrase is about cutting to the chase and respecting people’s time.  It can almost be delivered like it’s on the QT; a prized secret that you’re sharing only with this one person. When speaking with someone, lower your voice and speak slowly. Allow the recipient of your message to feel as though they have been hand-picked to learn the crucial details of “whatever.” Even when writing an e-mail or post that will be seen by multiple people, this phrase is powerful.  It allows everyone to feel as if they are the only one on the receiving end. They are the chosen one.  

As you put these expressions into practice, you’ll notice your mind will slow down a bit before you begin your follow-up line. 

When weaving these phrases into your communication, it cues your reader or listener that they need to pay attention; something important and concise is coming that they simply can’t miss.

Here’s the bottom line: We exist in a world of sound bites that leaves us little room for ambiguous and muddied communication. Clarity in a beautiful thing. Give it a try.

Seasoned PR pros are pretty damn astute. At least, I’d like to think so. Remember the adage, “Don’t forget where you came from”?

Before you take a peek at the balance in your 401(k), read on.  

Here are 10 signs that retirement may be closer than you think. 

1. Everyone you’ve interacted with this week is named Chad, Preston, Kaileigh, or Amanda. (“Susan” is a dead giveaway that I’m amongst the seasoned). 

2. When asked how long you’ve been in the field, you have to pinch yourself. Then you begin to mumble. 

3. You remember planning press conferences when reporters actually showed up.

4. The only web you recall as a child is the book, Charlotte’s Web. How could you forget? You nailed an “A” on your 4th grade book report.  

5. You cherish the memory of not having a cell phone, and still being able to get the job done. 

6. You took a typing class in high school that was missing one thing: guys. 

7. When you called a newsroom to pitch stories, they were staffed by 12 full-time people, four weekend reporters, and a sports department that worked around-the-clock.  

8. To blast out your press releases, you used WinFax Pro.   

9. When you drove to a client meeting, you jotted down the odometer readings from your dashboard so you could get reimbursed for travel. No Mapquest or GPS. And the only time you mentioned “Google” was when you were entertaining your 3-year old nephew.  Who knew?

10. Viral meant you needed to go home and get plenty of bed rest. 

Care to add to the list? Feel free; I’ll be sitting on the front porch of the PR Retirement Home with Uncle Joe from the Shady Rest at Petticoat Junction.  Got ya.

Trying to navigate the blogosphere and find your own voice? It’s easy to have an identity crisis as you work to create the persona of your dreams.

 I find that blogging isn’t that difficult until educated, professional, bright grown-ups begin to overanalyze things. Most know the basics; hell we got through high school, college, and years of work. Suddenly we can’t put together some rudimentary thoughts on a topic we (likely) have been involved with for years. Be brave. It’s a new world. Kind of.

Consider these 12 things that every blogger should know how to do:  

1. Make your own rules. Don’t get stuck with someone else’s belief about word count, frequency of posts, and editorial calendars. Work your blog based on what feels right for you and your readers.     

• 6 reasons to “Go Your Own Way”
• The No. 1 reason to break the rules of blogging

 2. Stick to what you know and enjoy. When you write about topics you’re well-versed in and passionate about, it comes through loud and clear. This will help build your credibility as an expert in your field. It could also be enjoyable.      

• How to create your own super niche
• 5 ways to find your blogging niche
• What is your blog niche? 

3. Identify your audience.  Take time to analyze where your ideal clients hang out online. Who are they and what can you do for them? Do you know their challenges? How can your knowledge add to their success? Hints: Survey Monkey, Google Alerts, chats, and Twitter. 

• 8 things you must know about your audience
• Social media worksheet to target your audience
• How to find your target market  

4. Write to express, not to impress. The secret to blogging lies in the writing. Yes, business blogs must be professional but they are not a dull white paper with stuffy jargon. Be conversational, say exactly what you need to say, and be done. It may be 50 words or 500. No one will care if you write in a compelling and helpful style. 

• How to easily write brilliant blog posts
• How to write a good business blog

 5. Understand the art and science of writing headlines.  In our crazy, busy world, you’ve got eight words in your headline that must compel someone to read on. It’s about psychology, emotions, curiosity, and marketing. Master this.                       

• How to write magnetic headlines
• 7 rules for compelling headlines            

6. Forget writer’s block.  There’s no such thing as writer’s block. Pay attention to people and the world around you and you’ll have a steady pipeline of topics to cover. 

• Dispel the myth of writer’s block
• 13 ways to find content
• Mind mapping improves creativity          

7. Use video.  Video is the hot trend in social media this year. Not everyone is writer, and not everyone is a reader. We all learn through different communication modalities; some of us are more visual while others are more auditory. Enter video blogs (vlogs). Bonus: Record your video and have it transcribed so you can repurpose it.  

• The impact of video blogs to promote your business
• 5 reasons to use videos in your blog
• Why you should start video blogging

 8. Weave your personality into your posts.   Give readers a glimpse into your world. How can you do this while focusing on their needs and challenges? Always connect your experience back to them. Take a look at this first link and see what I mean. 

• What it means to Get in Front
• Using your blogging persona to attract readers

9. Encourage people to comment, and respond to them. Invite your audience to get involved by asking for their feedback, experience, or opinion. Be sure to check your comments daily and respond to everyone. After all, no one likes to be ignored. Blogs are interactive, not static. Invite the dialogue. 

• Comment etiquette
• How to record and edit video for PR

 10. Find good images. Interesting visuals, pictures, and video snippets all add to the reader’s experience. Collect images and build your library. Entice visitors with visuals that help drive your message. Tap into their senses while showing your creativity. 

• 19 ways to enhance your blog with images
• 9 ways to add personality to your blog

11. Understand the next steps. After people read your post, what do you want them to do? What’s the call to action? Sign up for a free newsletter, video, or webinar? List building and landing pages are essential to building a following, keeping in touch with your readers, and marketing to them in the future.

• How to create a landing page
• Building an effective and optimized landing page  

12. Write and upload your own post. Be sure you can do this from beginning to end in less than 30 minutes.  That means without the help of tech support or a web weenie.   

• Best practices for writing and posting
• WordPress for beginners  

Building your online community takes time and focus. Commit to it and you will reap the benefits, both personally and professionally.

My son Danny at Ground Zero, 2008

Newsflash: Want to steer clear of looking like a complete ass in front of reporters and bloggers this week?

With news from President Obama Sunday night that Osama bin Laden was killed, the news cycle for the foreseeable future is unpredictable at best. How will politicians, the media, Americans, and the world digest and spin this story? 

Here are 7 things PR pros can expect in the coming days: 

1. Brace yourself before you patiently explain to your client or boss that the pitch or event you had planned ain’t happening. That is unless it can be directly connected to terrorism, patriotism, 9/11, or anything remotely tied to these themes.

2. Obey the news cycle. News is fluid and always changing. This historic event has to play out in the media all around the world.  We may not like the duration or the path it takes, but we have to watch it unfold.

3. Get the hell out of the way. That is unless you can really help. Reporters, producers, assignment desk editors, and anyone working in a newsroom will be crankier than usual. They’ll be flooded with breaking news, live feeds, up-to-the minute changes before deadlines, and idiotic phone calls and online messages from novices and the public. 

 4.  Expect schedule changes for public affairs shows. Anyone or anything to do with the death of bin Laden gets first preference, as long as you can connect it to the audience. Don’t be surprised if the segment your client had planned to record since February gets bumped. Again. 

5. Travel with technology. That means your flip cam or cell phone should be with you at all times. (Hint: You must be able to use your electronics; not just carry them around.  Sure you can take a picture but do you know how to tweet it or upload a video from the road?) Keep your eyes and ears open for impromptu gatherings, patriotic moments, and protests. Who knows? Be prepared to tweet video, pictures, and sound bites to CNN iReport. We live in a real time world. Every single one of us is now the media. But you’re in PR. You know that.

6. Use a personalized video pitch to reporters so they can quickly and easily see the relevance of your story. And your professionalism. Be sure your online newsroom is absolutely current.  

7. Think about everything this story touches on. You have to have some connection to it: airline travel, overseas business travelers and safety, schoolchildren and the historic news, social media and tech breaks the story, politics, 9/11 survivors, flag manufacturers, wounded vets, patriotic clothing, the new generation living with terrorism, travel cancellations, economic impact, leadership and power, students overseas, Obama’s speech, and more. Remember: Memorial Day and Flag Day are just around the corner.

We used to say in the newsroom that Monday was a slow news day. Not this time.

G-d Bless America.