A few years ago, I had a meeting with a potential new client from China. It went well enough that halfway through he asked me, “So how do you communicate with your clients?” To which I responded, “Telephone, text, Skype, FaceTime, Zoom or email.” He queried. “What about WhatsApp?” And right there, in my Park Avenue office conference room we stopped our meeting in order to connect via WhatsApp.
I think it’s an extraordinary thing that we now have so many tools with which to communicate to potential clients, friends and family…yet, somehow the art of communication has fallen to the wayside.
Here are a few of some valuable tips on how to make the most out of the art of communicating:
Come prepared. Prepare a list of points that need to be covered in the conversation.
Listen before you speak. Make sure you have not only talking points prepared, but also listening points. Don’t be in such a hurry to get your opinion or thoughts across and therefore miss the important nuances that are coming from your client.
Avoid relying on visual aids. Steve Jobs instituted a rule at Apple that banned all PowerPoint presentation. Be prepared to use works, compelling storytelling and nonverbal cues to communicate your points.
Non-verbal cues. One study found that nonverbal communication accounted for 55 percent of how an audience perceived a presenter. That means that the majority of what you say is communicated not through words, but through physical cues. Fill up the space you are given, maintain eye contact and if appropriate, move around the space.
Don’t interrupt. It is very rude to interrupt a person while they are speaking. Nobody likes to be interrupted because it hampers the thought process and it is disrespectful.
Don’t be defensive. Be neutral and transparent so that you can understand what is being discussed. Always maintain the balance in the conversation so that everyone involved in the discussion has a fair part in it.
Don’t deviate. Stay focused on the agenda at hand. Always maintain the balance in the conversation so that everyone involved in the discussion has a fair part in it.
Be confident. If you’ve been invited to the table, then assume that you are expected to be part of the conversation. Don’t look for validation or an invitation to join the conversation from your superior.
Be open to new ideas. New ideas can come unexpectedly, so if a younger, less experienced member of the team comes up with a great new idea, or helps open your eyes to a new direction, be open and receptive.
Explore new communications methods. Just like when my Chinese client suggested opening a line of commutations via WhatsApp, be open to some of the newer technology that may make communication easier, faster and more effective.
Master the art of timing. Great communicators, like all great comedians, are able to feel out their audience to determine when to move on to a new topic or when to reiterate an idea.
There comes a time in every public relations staffer when all of the stars line up and it’s very obviously time to start the job search—while you are currently employed. There are lots of reasons for taking that next step; these are just a few.
Stay for a year. Unless the job is excruciating, the rule of thumb is to remain at a position for a full year. Why? It gives your time there validity. It shows that you decided to leave on your own terms instead of being asked to leave after a few months.
Exception to the one year rule. If the position absolutely is intolerable, or worse yet, you just made the wrong public relations agency decision, get out of there sooner than later. Why? Because a mistake of a few weeks/months can easily be erased from your resume—which means, not included at all.
Your boss is a terror. The interesting thing that I have witnessed about newly minted bosses is that in most cases the company has put little if any effort into creating an environment whereby junior people are shown how to be a manager/boss. In most cases, employees learn from example—they see how other managers manage and hopefully they extract the most outstanding leadership qualities. But, that’s assuming that their bosses have great qualities that can be emulated. I’m all for leadership and managerial training.If your company doesn’t provide training, look into courses at such institutions as Dale Carnegie.
You’re not learning anything new. Yup, there may come a time when you feel like you are just running around in a hamster cage—doing the same tasks every day with seemingly no opportunities to learn new skills. That may be a time to first talk to your supervisor and explain your situation. If your request for growth opportunities is ignored, well, then that is definitely a sign to start updating your resume and posting it on
You weren’t promoted. So you think the time has come for you to get a promotion—and it didn’t happen. And even worse, someone who you think is your equal got the promotion. What to do?
Make a plan with your boss. A former employee of mine did just this. She desperately wanted to be promoted to Account Supervisor. So, she made an appointment to meet with me to get me engaged in a plan to help her gain that promotion. We laid out a six-month plan and low and behold, she kind of had me between a rock and a hard place because at the end of the six months she had accomplished all that we laid out—and she received the promotion.
You can just look elsewhere. But this is often a hard one because other public relations agencies usually require new hires to already be doing the work of that position. There’s the conundrum.
You made a big mistake. Now, how do I sensitively approach this one? OK, first is that I need to explain what may be defined as a big mistake.
An office affair. In most instances and in most agencies, this is a big no no, especially if your affair is with your boss.
You’ve been dishonest. This is another big no no. This can include anything from taking money from the company by turning in falsified expense reports to searching for a new job on company time. For greater insight here’s an article from Small Business Chron.
When I began my internship at T.J. Sacks & Associates in January of 2020, I never expected what was to come. I don’t think anyone did. As a result of COVID-19 and all the craziness it brought, however, I learned some fantastic lessons that I will take into my professional future!
Be flexible, especially during a crisis. None of us at the office were expecting COVID-19 to turn the world upside down, but as soon as rumors of a pandemic began to surface, we immediately implemented a plan to transition to remote work. By taking initiative in this project, I was able to not only retain my position as an intern but prove myself as a valuable member of our team.
Let your creativity shine through. Being an intern does not mean you should sit silently and only speak when spoken to. Temi Sacks, the president of J. Sacks & Associates values creativity and good ideas, no matter what level in the company they come from. After sharing some of my ideas with her about how to tailor social media posts at the beginning of the pandemic for one of our home décor clients, I was given the opportunity to plan campaigns and write copy for that client, even as an intern!
Don’t be afraid to try something new. When COVID-19 hit, the world of PR and social media was in absolute disarray! Though we had a three-month social media calendar meticulously planned for our home décor client, we knew our audience would no longer respond to posts enticing them to shop in-store. We had to completely reinvent our strategy for an audience whose accessibility was rapidly changing. By refocusing our efforts to promote online shopping, we were able to keep sales consistent for our client.
Learn to communicate over any platform. We’re a small company, so walking over to a colleague’s desk was much easier than scheduling a Zoom call or sending an email. After we began working from home, I had to master professional communications over Zoom, Facetime, phone, text, and email. COVID-19 helped me to hone my phone skills, which, like many young people, I struggled with. Sometimes the best way to learn is by doing!
Look for mentors! Though no one had experienced a global crisis like this before, my supervisors had dealt with many crises throughout their careers. Temi is more than willing to discuss PR tips, tricks, and questions with all her employees and interns alike. I took advantage of this mentorship opportunity and have been able to learn and apply PR strategies to the current COVID-19 situation.
It’s been more than 15 years since I opened my own marketing/public relations agency and during that time I have come to realize that an entire new lexicon has developed while I was sleeping, so to speak. I’m a pretty simple gal, so when I come across a new word I immediately Google it. And lately, more often than not, I find myself rolling eyes, shaking my head and then just going back to reading.
The reason I resort to the eye-rolling is that marketing people now, more than ever, feel compelled to invent new words for us to learn and to replace the older, less exciting words. When I hear the younger generation of marketers uttering the newspeak, that’s when I once again find my eyes rolling.
Really? Do we really need a new lexicon to define what we’ve been doing all along? For your ease, and to enable your own eye rolling, is a list of newspeak:
How many times have you wished that you could indeed read your client’s mind? Or even better, read the mind of the prospective client? I remember pitching a cruise ship line several years ago. They had called me because I had the relevant experience of just recently having launched a new ship.
After the preliminary niceties, it was decided that I would fly out to Seattle to meet with them to present our initial public relations program. But first, I asked if they had a budget. Their response was the dreaded “zero-based budget” which quite frankly means that although they probably do in fact have a budget, they don’t want to tell us because they have the misbelief that we possibly will bring the budget in for less, and then they will have “saved money.” How foolish.
So, to remove the suspense, I didn’t get the piece of business. Why? Because when the client went to the back page budget and saw the total, he screamed, “On my goodness, this is much higher than our budget.” Now, if the potential client had only told me his budget number I would have been able to create the best public relations program at that budget number. But because I couldn’t read his mind, I came in too high and could never salvage the business.
So, what has this taught me? Here is some insight into what potential clients are thinking:
Can I trust her? Remember, it’s the presenter, not the presentation that gets you hired. They want you to look them in the eye and make them believe that if they give you their business, that you can truly help to solve their problems, make them richer, sell more product, whatever.
Will she be there when I need her? Back in the day, I remember a noted PR firm having mandated that their staff wear pagers even when they went to the bathroom. Today, with everyone’s mania about not going anywhere without their cellphones, the need for a mandate has been eliminated. Clients want to know that they can reach you anytime and anywhere. Yup, I know, that can mean nights and weekends, but if your client has a sudden crises, like a cruise ship fire off the coast of Alaska, they want to make sure that their team is there for them.
Will she be the monitor of my money? OK, so you developed a suggested budget but things happen during the implementation of a public relations program whereby you may need to spend additional monies. Don’t be an idiot and spend big money without getting client buy-in. I have never had a client tell me “no” I can’t spend that unanticipated money. I have only seen clients go ballistic when huge, unanticipated expenses come through.
Will she make me look like a hero to my boss? Everyone has a boss, even the CEO who just may happen to report to his shareholders. So, when you are hired it is your job to make him look good; to make his superiors believe that hiring a PR firm was a good and meaningful corporate spend.
I always said that I could tell a good PR person within minutes of meeting him/her. And the more that I have worked in the business, the more I see that it is not necessarily age and experience that are the best qualities, but often it is their native ability.
Last year, I attended a recruiting fair at a local college and received numerous dropped off resumes from students as young as freshmen to as old as grad students. Since I manned a desk at the event, I was able to chat briefly with many of them, and I could tell the difference between those would fit in at my agency and those who might not. There are “tells,” subtle indications of a person’s true nature, that are revealed in a matter of seconds. Let me some of the “tells” that encourage me to pursue a candidate.
The elevator pitch. The candidates have to recognize that they only have a minute to inform and impress their potential employer. They should rehearse, rehearse, rehearse how they are going to sell themselves in less than a minute. Practice the handshake, the eye contact, and the smile in a mirror so that you see what your employer sees.
Confidence. They say that confidence comes with experience. I disagree. I have met with young college students who have terrific presence and confidence. I had one critique a client’s packaging colors in a manner that actually impressed me so much that I hired her on the spot.
Enthusiasm. I can’t overstate that genuine enthusiasm seems to come from within. Although it may be hard to learn to be enthusiastic about something that you aren’t, if you can master this, then you are on the road to a successful internship. Not all public relations agency clients are glitzy and glamorous, so if you can be enthusiastic about, let’s say a product that prevents diarrhea, then you just may have the qualities to be a good PR intern.
Looking the part. If you are meeting with a prospective employer of a successful PR agency, dress like you are already working there. Yes, I know that some firms allow for jeans and t-shirts, but please don’t come to my office wearing that dress code even though others are. You are applying for a professional position, look the part.
Perseverance. So you are lucky enough to land the interview, make sure to follow up with the employer with a brief and personal thank you email (no phone, please) restating why you believe working for her agency might be a benefit to both of you. Then, wait it out. Sometimes it may take longer than you think for the company to make its final hiring decision.
Here’s a great “geek joke:” Where do you hide a dead body? Answer: On the third page of Google results.
I always tell young employees to be careful of what they post on social networks cause it may come back to bite them in the ass. Whether it’s partying at a frat house with beer bottle in hand or romping topless at a summer share, posting these shots on your social networks can lead to job declines and worse. The best protection is not to post ‘em. Next best is to become proficient at creating your own content and optimized profiles, to push offending content down to that proverbial third page in Google search results.
Search yourself. Do a Google search on yourself including Google Images. Heavens forbid you see that photo of you holding that beer bottle, or worse. If you do, then you know you have your work cut out for you.
Keep private things private. Put privacy settings on all content you want to share only with a select group of friends and family. Remember that social networks are always changing their privacy settings and friends and family can easily forward embarrassing photo without your consent.
Buy your domain name. Yup, for a few bucks you too can have your own website. You don’t have to be a famous author like Stephen King in order to get your own personal domain name. This is the place to start building your personal reputation: Place your bio, photos, blog posts, articles from sources you respect.
Join social networks. Here’s where you get the opportunity to tout yourself and your accomplishments. Post your personal information on sites like FacebookLinkedIn, Twitter and even Google+. And if you’ve got some good graphic illustrations try posting on YouTube, Tumblr and Pinterest. Then, if you want to be more active, try joining groups at sites like LinkedIn and posting new content.
Optimize your social presence. Fill out your information as completely as possibly including, of course, your URL and all social network links. Most websites give you the option of linking to other social media sites—do this—it will make your online presence stronger.
“Why do you want to go into public relations?” I queried.
“Because I’m good with people,” she responded.
I have lost count on the number of times I have heard this response from the uninformed person who acknowledges that she/he wants to pursue a career in public relations. In order to succeed in the public relations industry, there are several basic skills that must be either honed or acquired. Here is a list of my top five:
Strong writing. It always surprises me when a newbie is unaware of the need for good writing skills. In fact, that’s probably the most important skill of all. Employees have to be able to write to the media (via pitches and queries), write to the clients (status reports and updates) as well as their boss (weekly reports). A well written media query will garner the attention that clients deserve.
Think like a reporter. I was fortunate to have gotten my first job as a news reporter, but most of those in public relations don’t have that opportunity. It is a must to not only query the right media, but to read what they write so that you know how to approach them on relevant topics. If the reporter covers the area of technology, you will surely be embarrassed if you contact her on behalf of your interior designer client.
Confident public speaking. I can’t emphasize enough the need for students in marketing and public relations to take public speaking courses while in college. This will prove to be invaluable the first time attending a new business meeting or facing down a client across a conference room.
Know your client’s industry. I always tell my clients that “We work with you, not for you.” The important differential here is that we know his business as well as if we were actually on staff working for him. Learn to research the industry whether it’s consumer products, finance or pharmaceuticals…and become an expert in that field.
The ability to just figure it out. A new project, like learning how to upload a client’s blog to Facebook Instant Article, may seem daunting at first, but once done, will provide a new skill that can be brought on to other tasks. Take the time to figure it out. Remember, it’s not brain surgery, and no one will die if done incorrectly. But if done right, a new skill is added to the resume.
Press releases are essential in any public relations strategy. They detail product launches, special events and other newsworthy activities that a company produces. Because media outlets are flooded with daily stories and pitches, it is imperative that you make yours stand out from the rest. Here are seven tips to make your press release stand out, look professional, and attract reporters to your story.
Grab their attention with a strong e-mail subject. A strong subject in an email will peek the reporters’ interest and lead them to read your release. Keep a subject 5-7 words highlighting the most important takeaway from the release.
Get right to the point. Assume the reader will not read more than the first paragraph. Get the message out quickly. Every point should be addressed in the headline and first paragraph with supportive information in the subsequent paragraphs.
Always use quotes when possible. Including quotes from your client makes them an authority in their profession. It is important to have your information validated by a trusted source. Quotes can also clarify any information that you have in the press release while attributing it to your client.
Check your grammar, then check it again! Always proofread your press releases; any grammatical errors can turn a reporter off. It is unprofessional and sloppy for anyone who works in PR to have spelling or grammatical errors in their press releases. Remember, the only thing that we produce as a profession is words on paper: they should, therefore, inform and impress.
One Page is best. As with most good writing, shorter is usually better. You should limit yourself to one page. This will force you to condense your most significant information into a more readable document, which is something that journalists always appreciate.
Provide access to more information. Just because your press release is limited to one page doesn’t mean that you have to leave out information. Provide relevant links to your client’s website where prospective writers can learn more about their mission and what they’ve accomplished. Don’t make writers search on their own for more information; it is important to guide them as quickly as possible to your website, and to keep their interest in your message.
Always provide your contact information. A common oversight that can render a press release ineffectual is a lack of contact information for reporters. Whether you or someone else at the company is the point of contact, don’t forget to include an email address and phone number on the release. Media people are not shy; if they have a question, they will contact you.
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:
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.
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.
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.
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.
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.
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 piece or event, selectively placed and strategically developed, will do much for your brand sales and growth.