14 Things to Keep in Your Desk at a PR Agency

 

So there I was, on my way to my public relations agency when suddenly the heavens opened up to a torrential rainstorm the likes of which is seldom seen in the Big Apple. And of course, your intrepid public relations executive was without her trusty umbrella.  Caught defenseless, there was little I could do but walk those four gigantic city blocks from the Seventh Avenue subway to my Park Avenue office.  And, to make matters worse, I not only wasn’t wearing a raincoat, but had donned a cotton dress that as I walked, absorbed more and more of the downpour, until I was literally soaked to my skin.

When I got to the office the first thought I had was to get out of my clothes and to somehow get the supersaturated garment dried.  Luckily for me, I kept exercise clothes in the office for my after work class which offered a quick solution to dying from pneumonia. I called the local dry cleaner located around the corner and asked if they could indeed “dry” my wet garment. When they said “no”, I was confused. Doesn’t a dry cleaner provide drying service? Well, obviously not.

So now, to add insult to injury, the phone rang and an important client wanted to drop by for an impromptu meeting. Oh my goodness, I couldn’t greet him in my exercise outfit.  At first, my assistant actually offered me the shirt off her back.  But, the day was saved by an intrepid intern who, in planning for a weekend getaway, had brought along her hair dryer.  Hanging my dress on the back of my door, within minutes it was dry enough for me to put it on and greet the client, not a minute too soon.

Well, I learned a lot from that incident, not the least being the importance of preparing an office emergency kit.  This is what I keep in my kit (obviously it’s skewed to a women’s emergency needs—and in no way meets the needs of a true disaster or emergency):

  1. Hair dryer—for the obvious hair and dry cleaning needs
  2. Sewing kit—whoops, catch that unraveling pants or dress hem
  3. Grooming items—toothbrush and paste, nail file and polish, brush, lotion, hairbrush, hair ties
  4. Vanity mirror
  5. Medicines—prescription and over-the-counter
  6. Energy bars—for that 3PM energy pick-me-up
  7. Safety pins
  8. Mini lint roller
  9. Tampons
  10. Breath mints
  11. Pain relievers
  12. A blazer—for that spur-of-the-moment meeting
  13. Black heels
  14. Sweater or pashmina—for when the air conditioning wars ensue

5 PR Secrets I Learned From my Dog

 

Two years ago I rescued an eight year old black lab named Leo—and as the adage says, he rescued me right back.  He was a 65 pound anxious wrecking ball who, when briefly left alone, ate my desk chair and raided my walk-in closet bringing out and destroying all my stored paper products and laying waste a bag of potting soil and a toilet plunger. After the first few weeks, we were able to sort things out and develop a truce whereby I would help him get his mojo back and he would show me the wonders that are a dog.  Through him, I’ve learned the merits of unconditional love. I’ve also picked up a few important life lessons that can easily be applied to the workplace.  Here are five that apply to working better:

  1. Be loyal. Boy, when it comes to loyalty, Leo certainly scores high marks. But historically, there have been quite a storied dogs including Japan’s Hachiko, an Akita who is remembered for his remarkable loyalty to his owner which continued for many years after his owner’s death and Greyfriars Bobby, a Skye Terrier who supposedly spent 14 years guarding the grave of his owner.

In business, loyalty is a huge asset.  I have had both staffers and clients who have remained loyal to my company for many years, and as part of the equation, I find myself rewarding their loyalty.  For the staffer the rewards manifests itself in promotions and pay raises; for the client, in extraordinary personal time and results.

  1. Trust your instincts. On a very basic level, Leo has instinct that run like clockwork.  If I am not out of bed by my usual 7AM, he gently jumps up and nuzzles me at exactly 7:30 to get out of bed. He also reminds daily that it is time for his 4PM walk and Heavens forbid I am late for dinner, there is the nuzzle under my arm as I sit by my desk.

Just like Leo, trust your business instinct.  You’ll know if the client is asking too much, if the editor is really on a deadline, and if your colleague is drowning and needs some extra encouragement.

  1. Leo likes nothing more than the nearly empty jar of Skippy peanut butter as a treat. He holds it between his paws and uses him long snake-like tongue to patiently lick every remaining drop. The process takes him several minutes but by the time he finally relinquishes the jar, it is clean enough to be plunked into the recycle bin.

Perseverance is a quality that all good public relations people must acquire.  As with any PR agency, you have to have the ability to go after that new business lead, follow-up with that elusive journalists, pursue that client for input, or mentor that less experienced colleague.

  1. Be enthusiastic. Leo’s enthusiasm sometime just makes me laugh. He’ll run for the ball with such gusto as to run right passed it. And when eating, he gulps each meal as if it were his last. Not to mention when I return from a brief outing without him, his jumps for joy make me love him even more.

Now I am not asking you to love your client, but I’ll tell you that a client will surely love you if you show enthusiasm for her company, product, ad campaign, and even her children’s photos that are lined up on the desk.   For a client’s birthday I once sent a humongous helium balloon with a small bucket dangling beneath filled with champagne and chocolate kisses. Everyone in the company wanted to who his PR agency was.

  1. Go outside and play. Even though Leo spends most of his time curled under my desk on his comfy dog bed, at the end of our day we are both ready to go out and play.

I tell my colleagues that working in public relations is not like operating in a hospital. No one dies as a result of our profession. Therefore, take a minute or two, unplug from your computer and your cellphone and go out and play.  Have fun!

6 PR Tips That Help Build a Brand

 

Building your brand and maintaining its presence is a full-time job. Sometimes this job can be handled internally and other times the best solution can come from an external public relations agency. 

Here are 6 PR Tips That Help Build a Brand

  1. Public relations. As a demand-generation tool, nothing beats a well-crafted and strategically implemented public relations program. For developing credibility and garnering brand awareness, a PR campaign can fine-tune messages, build brands, develop prospects and avert crises. Talk to a public relations agency and learn what it has to offer. Your brand will thank you…so will your bottom line.
  2. Social media outreach. Be careful not to discount the millennials. Like it or not, they are the newest and most passionate group to jump onto the social media bandwagon, and you can’t be late to dinner on this one. You’re public relations agency can easily develop and maintain your social media pages, but so can your internal marketing department. Bottom line is, make sure someone is minding the store.
  3. Blogging. Again, a good public relations agency can assist you in the development of your company blog, but this is something for which you should spend some time figuring out your point-of-view. This will make it easier for you, your PR agency or your marketing department to feel comfortable writing in your style and voice.
  4. Research. Before any outside agent can assist you with your branding you have better done your own initial research into your marketplace. Who are your competitors? Pricing? Potential controversy, such as ingredients, pricing, sourcing? Know your audience and know it well. Consumers can be a fickle bunch.
  5. Reputation management. In the current climate, reputation matters more than some appreciate and protecting, as well as enhancing yours is important for your bottom line. Strong sales can be the result of strong leadership and an innovative sales department. It can also be the result of a strong reputation. Make sure you take the time to not only create your reputation, but to learn to protect it. One bad online review that goes unanswered can lead to a potential viral disaster and an end to consumer confidence.
  6. Promotion. There is a fine line between enticing promotion and bombarding your customers with unwanted emails and promotional materials. Balance and timing is everything. Choose your targets and messages carefully. Realize that a well positioned promotional pieces or event, selectively placed and strategically developed, will do much for your brand sales and growth.

PR Agencies Waiting for Godot: Theater of the Absurd

 

Waiting for Godot is an absurdist play by Samuel Beckett, in which two characters, Vladimir and Estragon, wait endlessly and in vain for the arrival of someone named Godot.

In my capacity as president of a New York-based public relations agency I often feel as though I am waiting for Godot:

  • When I am waiting to get the new client to finally commit to signing on the dotted line
  • While waiting to hear back from an editor or producer on whether our pitch idea is a “go”
  • Whether the new terrific candidate I just interviewed will take the job offer
  • And whether the delayed airplane will ever depart so that I can make it to my appointment

But life itself is often a theater of the absurd:

  • When you’re waiting to be given that job offer
  • When you’re waiting to get a call-back from that special guy/gal
  • Whether your children will be accepted to college
  • Whether they’ll grow up to be good people
  • And, in the end, was it worth it all

 

6 Ways PR Helps Drive Sales

 

A well developed and well executed public relations program can do wonders in helping to develop and drive sales. Let me count the ways:

  1.  Earn credibility. The big difference between public relations and advertising is that PR takes a lot more effort, thus it is often referred to in the marketing industry as “earned media.” Nielsen’s 2015 Trust in Advertising report shows that people trust earned media (as in editorial articles and posts) and owned content (as in social media) more than any other formats. The dynamic partnership that these two elements play is important to understanding and realizing sales growth.
  2. Generate interest. A successful new product or service launch to your target audiences will greatly help to develop and stimulate interest and serve as a platform for introducing your brand to new audiences. Successfully breaking through the enormous clutter of information available to the average consumer is overwhelming and sometimes confusing.  Working with the media to convey your brand messages and values so that interest in piqued, is the job of a good public relations agency.
  3. Educate prospects. A well executed public relations program can not only help to educate consumers to your products and services, but also reach out to and influence potential shareholders as well as potential business partners. The more that they read, see and hear about your brand, the more engaged them will become, and the exciting your brand becomes to them.
  4. Create a buzz.  What makes a good public relations campaign is its ability to create a buzz through both traditional and new media outreach–through the earned, owned as well as purchased outlets. By connecting them all, a client soon realizes the value of a well integrated and orchestrated marketing plan.
  5. Door opener. OK, which would you find more credible? Receiving a link to a sales pdf file or a link to a recent news article?  This should be a no brainer. The more newsworthy a company or a brand, the more likely it is to engage with its audience–to be more believable, more important, more credible. That’s the power of public relations in helping to drive sales.
  6. Good content is recyclable. Good content, whether it be for a blog, social media site or a press release, should be recyclable and reused time and time again. After all, what are you paying a good PR agency for, if not for them to create content that you can recycle.  It’s not only time efficient, but cost efficient. And it’s a way of getting more bang for your buck as well.

Interview Tips for a Job in Public Relations

 

Did you know that you can win or lose your new job interview within the first five minutes?

First impressions count, and non-verbal cues matter even more than verbal ones. So in those first few minutes, it’s all about smiling confidently, shaking hands firmly, making eye contact and generally looking as if you’re glad to be there and you want the job. Lean in slightly, widen your eyebrows slightly, and wait to be invited to sit down. In everything you do, project an attitude of energy, enthusiasm and interest.

Once you make it through the door of the office and pass the initial 5 minutes, then these tips should be helpful:

  • Start by researching the company and the interviewer.  Go to their website and take note of their accomplishments, clients, and principals. 
  • Prepare smart questions for your interviewers. This is where exploring their website will be most helpful. Getting your interviewers engaged is always a challenge, so do your research and take notes.  Jot down your questions and take them with you, along with something for note-taking.
  • Rehearse your answers to common interviews questions in front of a mirror. Know what why of gestures you’re comfortable with and which ones have to be discarded.
  • Be prepared with examples of your work. Show n’ tell is always impressive, so make sure to have some strategic examples on hand.
  • Plan your attire the night before. If possible, ask ahead of time what the office attire is; business casual or buttoned up.
  • Arrive 15 minutes early. This is a no-brainer. Better to be early than late. President Obama was late for his first interview with a law firm and his wife Michelle, who was interviewing him talks about it to this day as a negative factor.  Guess it’s not a great example since he ended up with the job and a wife.
  • Win them over with authenticity and Don’t speak negatively about previous bosses or companies with which you’ve worked.
  • Tie your answers back to your skills and experience.
  • Make everything you say memorable.
  • Think before you speak, and only speak the truth.
  • Don’t keep your answers short and sweet! After all, the interviewer came to be impressed and informed by you.  Show your stuff and your knowledge—and let the interviewer see how articulate and spontaneous you can be.
  • Ask about next steps. Don’t be shy. If you want the job, ask for it. Show them you are interested and motivated and have initiative.
  • Send a personalized thank you letter or email after the interview.
  • Don’t follow-up with a phone call. Quite frankly. If they’re interested they’ll contact you. That’s just the fact of life.

PR Calendar for the Toy Industry

 

As a public relations agencyedwe have been working on behalf of the toy industry for many years. Trying to get toy and game owners to understand the unnatural deadlines applied to us by the media is often a difficult and trying task. Nothing is worse than when a toy company comes to us in the September asking for media exposure for their products in the nationally recognized media Holiday Gift Guides—efforts will be limited, cialis at best.

To help toy and game companies plan their annual publicity calendar, healing we offer up the following guidelines:

JanuaryToy Fair—Now is the time if you are a toy company to begin planning in earnest for February’s Toy Fair. More than 1,000 reporters, editors, photographers and bloggers from Manhattan to Madrid are on?site at the New York Toy Fair each year to report on hot new toys and the latest trends for kids. Thousands of articles and broadcast segments from around the globe feature content from Toy Fair.

January– International TableTop Day was founded three years ago as a way for the world to celebrate tabletop gaming together. Every April fans host thousands of events all over the world and every year, the event grows. TableTop Day 2015 was celebrated in 80 countries, over 7 continents, and had over 3,000 events in total. If you are a board game developer why not host an event in your area. If so, then you’ll have to start your PR engines in January in order to get the ball rolling.

JanuaryToy Tests, Awards & Reviews—The beginning of the year is a good time to start researching and planning for inclusion in the nationally recognized toy awards, reviews and tests that are conducted annually. Go to each website and get the rules and deadlines and plan accordingly. Getting recognition from industry peers goes a long way to establishing top-of-mind awareness for your company and its products. A few of the top venues include Oppenheim Toy Portfolio Award, Parents Choice Award,Good HousekeepingMom’s Choice and Dr. Toy, to name a few.

AprilHoliday Gift Guides–Start planning for the Christmas holidays. Yes, that’s right. The long lead national print media (monthly magazines) plan approximately 4—6 months in advance for each issue. Almost every media outlet nationwide develops its annual Holiday Gift Gifts—and by all means, you need to be included. This means in order to be considered for inclusion in national magazines such as Family CircleGood Housekeeping, and Woman’s Day, for example, you had better have your engines ready and your press materials sent out for consideration by these influential media outlets.

But all is not lost if you miss the long-lead deadline because national media also have websites that accept online content on a more timely basis.

 July–Mommy Bloggers–For the most part, many of the mommy bloggers want not only free product, but also payment to “review” your toys. Payment may vary from $25–$100.

July—November—Short-lead media—The short lead print media such as daily and weekly newspapers, weekly magazines, wire services, news syndicates, and broadcast have lead times that closely mirror real time, as do influential websites and bloggers. So if you are introducing a new product during the year or for consideration in the Holiday Gift Guides, now is the time to get your press materials out to the media.

Start your publicity engines early and follow your annual planning schedule closely. This will lead to increased awareness and brand-building throughout the year.

 

 

The Value of Mentoring in Public Relations by Juliette Nivar

 

According to Merriam Webster dictionary, mentorship is the guidance provided by a mentor, especially an experienced person in a company or educational institution. Mentoring is the process whereby one person is sharing their skills, knowledge, and assistance to aid their mentee’s growth in life or their career. The intention of most mentors is to “give back”, by spreading the knowledge and skills they’ve acquired over time. A mentor and mentee relationship is a combination of trust that one develops through a friendship, and guidance that one may receive from a parent.  This role surpasses simply “giving advice”; a true mentor genuinely empowers you to reach your full potential as an individual.

Today I am fortunate enough to say that I’ve had a mentor to not only aid me in my career development, but also in the real world. Temi Sacks has been my boss and mentor for almost two years now, and I credit her with being a catalyst in my life which has fostered my growth. I arrived at T.J. Sacks’ office an eager college intern, ready to soak up every bit of knowledge like a sponge. Over the course of my mentee and mentor relationship I’ve grown to understand the Public Relations industry, improved my skills while acquiring new ones, took on leadership roles, and broadened my reading interest. Like a true mentor, Temi has pushed me to reach for more, but with the reminder that hard work is always the driving force behind success.

Throughout this journey, I’ve not only acquired a phenomenal mentor, but also a network of women who have gone through this process before. At least twice a year, Temi will host an intern gathering in her house, with all her past interns. This has been one of the most rewarding experiences for me. Through this network I’ve been able to gain insight into the current professional PR world. At the gatherings, each one of us will go around and briefly explain our current jobs, positions, and what that position entails. We chat about work environments, and the PR industry as a whole. More importantly we share anecdotes of our time at T.J. Sacks & Associates, and experiences working alongside Temi. Just like me, these young women have had the opportunity to experience a true ongoing mentorship from Temi. A former intern, bought me a book to read on a guide to finding a job. It was so thoughtful, because I am now a senior, and will soon be experiencing applying to the job market. I’m fortunate enough, to have a professional network of women who will always be there to guide and support me, whether it be professionally or personally.

I am Afro-Latina, and was born and raised in the South Bronx. The opportunities I’ve encountered and strived to obtain throughout my lifetime, are not the same for many women of color where I come from. Temi and I constantly discuss the influential women of color who are paving the way for success within their marginalized communities. Temi has pushed me to see my capabilities to one day become a leader and impact the world the same way these women are. Through her mentorship, I’ve become inspired to one day reciprocate one of the most important relationships a young girl should have in her life. Women of color especially, need women mentors to lift and guide them to reaching their true potential. I am happy to say that today there are more women of color in fields than ever before. However, our strength lies in working together. Developing a network allows us to change the world around us, and achieve our goals more quickly and effectively than working alone.

 

 

Do Your Parents Understand Public Relations?

 

So I had been working in public relations so about a year when my parents asked me, “What exactly is public relations? Is it like advertising?”  If your parents or spouse don’t understand the difference, don’t be surprised. A recent survey of 1000 PR pros found 72% of them say their parents don’t understand what PR is, and another 41% say their spouses don’t know either.

So, in an effort to try to educate my parents I drove down to Philadelphia and gave a full two-hour public relations presentation to both my parents and an uncle.  The case history revolved around a current client at the time, Mannington floorcovering.  I brought down sample pitch letters and media lists, explained the difference between earned media and paid-for media, and even went so far as to show them final media placements for the client in both magazines and newspapers.

Although I wasn’t surprised when they asked why my by-line didn’t appear in these content-driven articles that had been basically lifted from my press release, I felt confident as I drove back to New York that my family definitely had a much clearer understanding of the difference between earned content and paid-for advertising.

And then, about two weeks later, I got a letter from my dad.  The contents of the envelope contained a full-page, four-color ad of Mannington floorcovering appearing in the recent issue of Better Homes & Gardens magazine. Penned proudly at the top of the advertisement was a hand-written note from my dad proudly saying, “Great job! Love the work you did for your client.”  That night I called to thank him for his continued interest in my success. What more could I say?

 

 

Why Cats Need Better Public Relations

 

Cats are the most popular pet worldwide, outnumbering dogs three to one, yet dogs are given the label of man’s best friend.  How did this happen? I know from my own experience of being owned by several cats over the years, that they do have some characteristics that well, could use a good public relations professional.

  1. Bad reputation. For years cats have been portrayed as aloof, distant and unloving while simultaneously portraying dogs as loyal and heroic.  Having had both at the same time I can attest to the fact that my cats have been more like Tao, the loyal Siamese cat in The Incredible Journey while my dogs, instead of being Lassie, Ole Yeller or Air Bud were more like Beethoven, the lovable slobbering big-hearted giant.
  2. Image as villain. Movies and television have portrayed cats as villains in films like The Godfather, Austin Powers, and Inspector Gadget. And of course there was the movie Cats & Dogs where a secret war between cats and dogs for world dominance was depicted. Even Garfield is shown as conniving and mischievous.    Even documentaries on Animal Chanel and NatGeo depict cats as “little lions” ready to break out of their homes and go on the hunt killing small rodents and birds.  But really, whose fault is that? If humans would just understand that cats are really home-bodies, and just want to remain indoors and sleep all day, this would go a long way to help reposition their reputation as a heartless predator. Cats don’t save the day in the media; they are either the bad guys themselves or they are marginalized.
  3. Marginalization in the media. When not being depicted as a villain, cats are shown as a cheap form of entertainment on the Internet with the likes of Grumpy Cat, Keyboard Cat and Nyan Cat. Although statistics show that 15% of all Internet traffic is related to cat videos, most of them display cats as morons either falling off the back of sofa, chasing phantom red dots or falling into water-filled bathtubs—and even worse is how they are portrayed as bad spellers with poor grammar.
  4. Need for rebranding. What about the cat in Florida that is shown letting the alligators have it with a left jab? Here’s a brave lad who needs better public relation services. If you Google “dog chasing alligators” on You Tube you don’t see a darned thing. And when it comes to displaying affection, cats just do it differently. While a dog will slobber in your face, a cat is far more subtle in its gestures: tail up in the air and body rubbing against your leg.
  5. Image problem. Yup, cats have an image that warrants the attention of a full-service public relations agency.  The problem has stemmed from and has been perpetuated for years by the media, so it is via the media that a new image must be developed.
  6. A call to arms. I am calling out to all cat owners who are also public relations professionals to do their part in helping to stem the tide on the feline image.  Social media pages dedicated to your feline friends is indeed a start.
  7. For my part. I have heard the call to help the cat reputation and for my part have written and will soon be publishing a book entitled Slick: The Cat That Stole Christmas.  It will be available via Amazon in the fall. Forgive my commercial message but at least I have taken pen to paper, so to speak, in an attempt to help recraft the cat image.