Posts Tagged ‘public relations’

Although my blog is technically on “hiatus,” I felt this post was too important to not post it here (versus my digital marketing notebook on Posterous).

I am still thinking about the direction my blog will be heading, but I know one thing for sure…it will include a lot more analysis, testing, and less opinion. 

As a marketer, testing is at the heart of what we do (or should do) and I for one have been lax when it comes to testing social media. Without testing all aspects of social media, we are, unfortunately, arguing from ignorance. 

The first test: Authenticity, transparency… and trust. 

I have long argued that agencies or consultants who take on the persona of a brand and engage in ghost blogging and tweeting were inauthentic and lacking in transparency. I have also felt that social media puts a spotlight on marketers who don’t truly understand or blend in with the market they are targeting. 

But how could I really continue arguing or ‘feeling’ without testing? I have been, essentially, arguing from ignorance or feeling…and that’s not very sound logic. 

I decided that my notions had to be tested. And that test took place tonight during the weekly PR 2.0 Chat. Tonight’s PR 2.0 chat was not delivered or moderated by me, but by Leigh Fazzina. Leigh is a good friend and PR/social media professional and I knew she would be the perfect person to test the notions of authenticity and transparency because of her background. 

As I said, this is an unscientific test, but it’s one that certainly opened my eyes and proved that perhaps I have been wrong about my steadfast (maybe even pigheaded) notions on authenticity, transparency and― ultimately―trust. 

Authenticity 

This was not authentic. Leigh was pretending to be me and I was sitting there drinking coffee watching the chat happen. I was really surprised that no one questioned the use of “my” newly acquired colloquialisms (U, UR, R, RU, etc.) or tone (capital letters and a lot of exclamations!!!). Check out Leigh’s Twitterstream and compare it to mine. You’ll see that it was definitely her tone and voice tonight…not mine. 

This only makes me begin to wonder if I have been completely wrong about authenticity. What if I was blogging/tweeting for a brand consistently using my own tone, voice, etc. Would it really matter? What if I stopped and someone else took over…would anyone really notice or care as long as they are getting whatever it is that they think they need? 

Transparency 

Obviously we didn’t let you know about the swap, so that fails on any level of transparency (or translucency for that matter). Again, if someone is ultimately being ethical in their social media efforts to help a brand does authenticity and transparency really matter? Can marketers swap in and out and still be effective? 

Trust 

First off, I apologize for using the PR 2.0 Chat as a forum to test authenticity and trust. To be honest it was more about testing MY strongly held notions then it was about testing participant’s ability to notice it wasn’t me. 

But what does this tell us about trust? If a brand is using an agency/consultant to be their voice in social media and they build up a level of trust, is it really as fragile as we think it is? I am not so sure.

I believe that no one questioned the differences tonight because you automatically trusted it was me and you would have never expected that it would not be me (unless there was a guest moderator). Again, apologies for taking advantage of that trust. It’s not something I would normally do…but I have been plagued with questions regarding social media and I had to test to prove to myself that I have, potentially, been wrong.

Personally, I don’t think that the manipulation of trust is ever the right thing to do and I wouldn’t blame anyone for being angry/annoyed with me (especially the new folks who participated for the first time and don’t really know me). Perhaps we can all learn a lesson here… 

Conclusion 

Moving forward I will always believe in authenticity and transparency and will conduct my own interactions as such. And maybe I was wrong about ghost blogging/tweeting…perhaps it is entirely possible to handle it properly and create a level of trust if done consistently. I don’t think I’ll ever be comfortable with that…but I’ll surely be less judgmental. That said, I believe trust is a fragile thing and when that trust is broken due to discrepancies in authenticity and transparency, organizations better be prepared for the potential fallout. 

Your thoughts on this very unscientific test?

[Image: iStock]

I don’t know if you’ve notice, but over the past few weeks I’ve been commenting on Twitter about self-promotion and the need to bring it back. With the impetus of social media being towards limited, if any, self-promotion (unless I missed the memo that it was okay), I’ve notice that the pendulum for people engaged in social media has finally swung from 100% to 0%. 

I don’t know about you, but I have about 5-8 people nationally that I feel confident referring for marketing, PR or social media consulting. Locally, it’s even less than that. For all the people I know on- and off-line, it’s a little sad that I have such a small pool of people to refer. And isn’t that the point of social media to build relationships that could potentially lead to referrals? That’s what we tell companies all the time, right? 

What’s the issue? Sure, we all follow the social media “rules” and we try to build relationships with people first and foremost and that’s great…but then it falls apart. 

The people that I feel comfortable referring are people that I met online first, then offline, and then they’ve shared links to their client work or have outright been a part of their clients’ campaigns online. I’ve been able to see their campaigns and get a 360 degree view of the person, how they think and their abilities.  I’ve also had conversations with some of them about their campaigns or projects. 

There are people who I follow on Twitter or Facebook that I that feel comfortable saying I know them pretty well, but honestly I have absolutely no clue where they work and/or what they have done as marketing, PR or social media professionals that would deserve a reference. 

I have people asking me all the time to refer consultants, agencies or speakers on particular topics because, in their minds, I am “well connected.” And I am consistently drawing a blank, which, needless to say surprises most people. 

Honestly, I have to question this “no self-promotion” rule and why we all (I am guilty of it too) make people feel SO uncomfortable to do so. It goes back to my favorite adage “people don’t know what they don’t know” and right now I don’t know what you all do. 

I am not talking about blatant, outright self promotion…I hate that as much as the next person. But once we have gotten to know someone, haven’t they earned the right to share online with us the campaigns they are working on or a project they are proud of? 

And yes, I get it…sometimes there are NDAs or confidentiality issues. But find a creative way to let us know what it is you are working on or what benefits you might provide a potential client/customer. 

I’d like to be able to refer all the smart people I am connected with…but I need more than just knowing what you share on Twitter, Facebook, LinkedIn or your blog to be able to do that. I need some kind of evidence that you are strategic, tactical and deliver results so I can feel comfortable telling people to give you a call. 

Please, help me out. I’d like to be able to provide references for you or your business. If we know each other and have connected either here on my blog or on Twitter/Facebook/LinkedIn let me know what you’ve been working on or share with me some of your recent campaigns/projects. 

Anyone else having this issue? What can we do to help people get business or job referrals? Is the lack of self-promotion actually hurting us?

[Image: iStock]

Yes, yes, I know you’re all running to get your pitch forks so you can pull a Marie Antoinette on me. Hear me out… 

The definition of authentic is pretty simple: not false or copied; genuine; real 

I have been thinking about this a lot and recently had a few conversations with folks where I actually said it out loud. One of those places was the O’Reilly Twitter Boot Camp. I was sitting on a panel with Tony Hsieh (Zappos), Marla Erwin (Whole Foods),  David Deal (Razorfish), David Puner (Dunkin’ Donuts) and someone asked a question (honestly, I forget what it was) and these words crossed my lips: 

You know…PR’s never been authentic. In the past, I can’t tell you how many times I’ve written a byline or press release (or my agency has) and after it shows up in print it’s only a matter of time before a co-worker (or a customer or a vendor) comes up and says, “that was a great article by John Smith…I didn’t know he knew so much about X, Y, or Z.” And then I have to tell them “Well, John didn’t really write it. I did (or the agency did). He had some input and reviewed it.” 

Two comments inevitably happen after this exchange: 

“I KNEW he wasn’t that smart!” (Usually from a co-worker that’s been trying to get ink or dislikes John Smith) OR “Wow, I am surprised… I thought our people were always writing these great articles.” 

Either way, it’s been a lose-lose situation each and every time.   

As these words crossed my lips at the Boot Camp I thought for sure my panelists and the attendees would disagree with me, but to my surprise, I saw nodding heads. 

I know what you are thinking…I shouldn’t be telling people that John Smith didn’t write the article, it’s a standard PR practice that everyone knows about. But you know what? I can’t BS people and never have been able to. I am not going to lie and say someone wrote an article that they didn’t. Now, on the flip side…I’ve worked with many a co-worker that has written their own byline or provided tons of input and I give them all the kudos in the world. 

What I am talking about here are the flat out bylines that someone’s name gets slapped on because they haven’t been “given ink” in a while or the press/news release that was fabricated because the VP of Marketing thinks it’s time for one.

Now, I know what you are thinking…that’s just a bad PR practice and I would agree. But I am also not naive enough to believe that it doesn’t happen.

Why has this been rattling around in my head? Because this false notion of PR authenticity is at the foundation of the ghost blogging and ghost tweeting debate and where it goes awry in the social media world. 

I don’t know about you, but these days when I read an article, a tweet, or a blog post I want to know that the person’s name on the article is the person who actually wrote it (yes, yes, I know ghost writing has existed for-ev-ah). That it’s their experience, their emotions, their writing and tone. And if I find out that Jane Doe at an agency really wrote it, well all credibility is gone in an instant. And believe it or not, after a while you can tell someone’s style and tone and when it changes (Um, Oprah book club anyone?!). 

In our new PR 2.0/social media world I believe people expect authenticity…especially when they are used to it. When they read a tweet, they want to know that it came from John Smith [or at the least someone from John Smith's company. [Marla Erwin swears no one cares who exactly at Whole Foods is doing the tweeting as long as they get the help they need...and I am sure she's right. But I am betting if they outsourced all their tweets, people would start to have an issue with that. Just an opinion, maybe I am totally wrong. Marla?] 

So, my premise is simple… if someone didn’t write it themselves, it’s not authentic. 

I know people are busy, I know companies are lacking budget and struggle with implementing social media. I think if they can’t engage authentically then they should hold off because social media forces authenticity.

That said, I am open to learning about how you feel about this topic. Especially if you’re a PR practitioner engaged in social media. Am I wrong? Is it authentic to write someone else’s words? 

If so, let me ask this: Is it authentic to copy a Picasso and sell it as such because you’ve ‘represented’ it properly? 

By the way, I have left out some pertinent PR aspects intentionally because I am more curious as to what your thoughts are/reaction will be.

I am afraid of guillotines, so please…be kind.

[Image: iStock]

There’s been a lot of buzz around measuring the ROI of social media here and other places and it seems to come up a lot during the #pr20chats (PR 2.0 chats on Twitter). Sometimes measurement is a deadly sin (lack thereof) and sometimes it’s seen as a holy grail (can’t get there). Whichever it is, it’s not limited to social media…measuring ROI is also a huge issue for marketers and PR folks too. 

Measuring marketing, PR and social media can be relatively simple if you have a plan. And the plan is probably the hardest part, especially getting consensus (management and co-workers), being able to implement it and-most importantly-being agile enough to change on a dime when an element of the plan isn’t working. 

I’ll let you in on a little secret, I didn’t learn how to write objectives (the part of the plan that makes it measurable) in college or on the job. Nope! In fact, I learned how to write measureable objectives from the PRSA (Public Relations Society of America) when I took their weekend APR (Accreditation in Public Relations) course about 8-9 years ago. Because understanding how to write a plan with measureable objectives is a large part of achieving the APR, it was also a large part of the weekend course. Since then, I have used what I learned for marketing and PR campaign plans throughout the years and it’s really been helpful to show management if campaigns have been successful (or not) and how I’ve been a contributing member of the marketing team. 

I’ve heard a lot of people say that there isn’t standardization when it comes to measurement. I’d say what I am about to share is as standard as it gets… And if you haven’t already picked up a copy of Katie Paine’s ‘Measuring Public Relationships,’ you better rush on over to Amazon. 

Some of this you might know, some maybe not. In any case, feel free to share your best practices. 

Writing a Plan: The Basic Elements 

A basic plan should have: 

• A goal (One. If you find yourself writing “and” in your goal, you’ll probably need two plans)
• Measurable objectives (as many as needed)
• Strategies (every objective gets its own strategies)
• Tactics (every strategy gets its own tactics)
• A way to measure

 A plan could essentially look like this: 

• Goal
• Objective 1.1
• Strategy 1.1
• Tactic 1.1
• Strategy 1.2
• Tactic 1.2
• Objective 2.1
• Strategy 2.1
• Tactic 2.1
• Strategy 2.2
• Tactic2.2

 [This basic plan assumes you know your or your client know their challenge, audience, budget, etc.]

Basic example: 

Goal: I want to lose weight.

Objective: I want to lose 10 pounds by July 15th

Strategy 1.1: I will go to the gym 5 times a week

Tactic: I will use the elliptical machine, weights and the pool at the gym

Strategy 1.2: I will watch what I eat

Tactic: I will write down everything I eat

Measurement: I lost 8 pounds by July 15th (I didn’t achieve my goal)

Knowing the difference between goals and objectives

When I ask marketing/PR folks what’s their measureable objective is I often hear “to generate more sales” or “to get our key message out.” These are not objectives…they are goals. And because goals and objectives are often confused, it leads people thinking that they can’t be measured in a truly impactful way.

Outputs, Outtakes and Outcomes: Three types of objectives

 For objectives to be measureable they must include (no exceptions):

1.  A specific desire communication or behavioral effect;
2. A designated public (or publics) among whom the effect is to be achieved;
3. The expected level of attainment; and
4. The timeframe in which those attainments
   are to occur.

Basic Example: To increase number of presentation downloads by online public #1 by 20% within 3 months. (Pretty easy, right?)

Once you understand what is required for a measureable objective, then you need to understand what type of objective makes sense: output, outtake or outcome. 

• Output: Physical products (i.e. whitepapers, tweets, blog posts, articles, etc.)
• Outtake: What will the publics take away? (i.e. messages, perceptions, understandings)
• Outcome: What quantifiable changes in attitudes, behaviors, or opinions (i.e. did they buy something?)

 Here’s the catch:

Outputs are easy and it’s apparent whether or not you did what you said you would in your plan (was that whitepaper written and tweeted out?). Outtakes require bench marketing and monitoring (how do you know where you ended up, if you didn’t know where you started). And Outcomes require heavy lifting. Because, and this is VERY important, Outcome objectives are usually where ROI ties in, and an organization will need to track all efforts and follow them, most likely, through a CRM system, which isn’t always easy to do. 

So what’s the point to this post? Well, people are losing patience when it comes to conversations around social media (as well as marketing and PR) not being measureable. Everything is measurable; you just need to make the time to plan for it. And trust me, as I have said in the past, I have never worked for an organization that enforced or required a plan. That said, it doesn’t mean that you shouldn’t have one. A plan is a great way to show, whether you’re client or agency side, your value as a marketing, PR or social media pro. That said, no one ever said it was easy… 

What do you think? Too basic? (That was the point.) Not real-world enough? If so, why are we trying to complicate it? 

As always, I am interested in your thoughts, experiences and where this is all heading.

In our little social media world we always talk about what organizations are doing wrong and the seven deadly sins that are made when it comes to PR 2.0, but not about what they get right. [And I say 'little' because, let's face it, PR 2.0 isn't mainstream yet.]

There are lots of PR pros working hard to get it right every day and when things come together, there’s an amazing sense of accomplishment and success. But all too often, it’s short-lived and overshadowed.

So then, what are the seven holy grails of PR 2.0? What is it that we continuously strive for like we’re King Arthur and the Knights of the Roundtable? [Feel free to think Monty Python if it gives you a chuckle.]

This week’s #pr20chat brings us some interesting grails…

Grail #1: Having researched benchmarks (overall or per campaign) [Susan Cellura]

Grail #2: Quality testimonies across multimedia platforms [Lisa Devaney]

Grail #3: Quantifying how much the needle has moved [Stephanie Mrus]

Grail #4: Agreement on Objectives (Output, Outtake and Outcome)

Grail #5: Consistent key messages regardless of vehicle or voice [Stephanie Mrus]

Gail #6: Having evangelists broadly share key messages [Susan Cellura, Stephanie Mrus, Wendy Van Parys, Lisa Loeffler]

Grail #7: At its heart, an organization and its employees must live what it’s doing in social media/PR 2.0 [MattSnod]

Other notable grails mentioned:

• Complete transparency between client and agency [Narciso Tovar]
• Overhearing (in public) people talking about an initiative you helped bring to life. [Len Kendall]
• Extracting & quantifying Word of Mouth results from clients to measure success. [Lisa Loeffler]
• Breaking down silos. [Stephanie Mrus]

One thing to keep in mind when reading (and responding) to the list of grails is that there are many PR pros come from different backgrounds, experiences and types of organizations. There are no standards across the board…just yet. So, if you think any of these aren’t grails and have achieved some or all of them, it would be great if you could share your insights so we don’t continue to think that these grails are only legends in our own minds.

How do we achieve these grails? What’s holding us back? What would you add or remove?

One that I’d add is PR pros understanding how to communicate and partner with ALL publics (not just the media and bloggers).

NOTE: #pr20chat is every Wednesday night at 8pm EST on Twitter. Feel free to join in anytime and to offer up topics for discussion.

[Image: iStock]