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Tips To Succeed: Mind your Manners

[Tip No. 12 from “The ABCs of Strategic Communication” by M. Larry Litwin, APR, Fellow PRSA. To comment: larry@larrylitwin.com]

It takes only three to five seconds to make a first impression, but it can take a whole career to undo it.

Here’s what you should keep in mind during those first fateful moments to make a positive impression at an interview, conference, party or any other time

you meet new faces.

 The tardiness taboo

 The most important guideline is the most fundamental: Don’t be late. Ever.

 Figure out how long it takes to get to your meeting point and allow extra time. It’s better to arrive early than risk tardiness. For interviews and other important events, do a practice run in advance to clock the drive and make sure you know the route.

If you arrive more than 10 minutes ahead of schedule, take a short walk before going inside. Arriving too early can rattle the person

you’re meeting.

Appearances

It’s an unfortunate fact of human nature that before you even say hello, people form an opinion of you based on how you look.

 In business settings, look sharp by dressing slightly more formally than the people you’re meeting with. Avoid distracting accents, like excessive jewelry or a goofy tie. Your clothes should not draw attention to you. And don’t leave a bad impression by forgetting the rear view.

 Check the back of your clothes in the mirror for rips and stains. Make sure you’re tucked in where you should be. Also examine the back of your shoes for mud splashes or worn-down heels.

 Presenting yourself

 At events where you have a chance to make new contacts, take a proactive approach. Peter Post (Emily’s grandson) says, “Go in with an attitude that says you’re going to participate, you’re going to be willing to go up and introduce yourself to people and start conversations.”

 It takes guts to approach strangers, but if you do it with charm, those you meet will be impressed by your sociability.

Post recommends four actions to ensure a positive first impression:

 • Stand up to get on eye level with the person.

• Look them in the eye.

• Give a firm handshake, but don’t “bone crush” them. Keep your shoulders and feet oriented toward the person.

• Repeat the person’s name and say you’re pleased to meet them.

Fine-tune and rehearse your self-introduction, a 10-second or less sound-bite (elevator speech) that includes your first and last name and a snippet of background information to kindle conversation.

Example: Hello, I’m Denise Kersten, a careers columnist for USATODAY.com.

Making connections

 

Introducing others will make you seem gracious and well connected, but be sure to follow the proper protocol.

In social situations the order in which you introduce two people is based on gender and age (women and older people first).

In business settings the order is determined by rank.

Introduce the lower-ranking person to the higher-ranking person, then reverse the order, so you say each person’s name two times.

Try to add an interesting tidbit to start the conversation. If you were introducing Mrs. Smith, a vice president of the company, to Mr. Jones, a junior associate, for example, you might say:

If you are unsure who the more important person is, default to the gender and age guideline.

Don’t panic if you forget a name. Most people will be happy to remind you and appreciate the introduction.

Chit chat

 

Conversation is more like a tennis match than a golf game. Hitting the ball too many times in a row is a serious faux pas. Instead, try to establish a back-and-forth volley.

Asking questions about the other person’s background and mentioning that interesting item you read in the newspaper are tried and-true chat starters or icebreakers. Stay away from politically

charged or sensitive topics with people you’ve just met.

Also avoid alienating individuals with different professional backgrounds.

Stay away from industry language and acronyms. It may make you make you feel plugged in, but it can turn-off uninitiated listeners.

If you succeed at establishing rapport with a new contact, you may ask for their business card and offer yours. But only do so in the context of building a mutually-beneficial relationship, or you may

come across as pushy.

The recovery

 

We all make etiquette slip-ups from time to time. Even Peter Post admits to the occasional oversight. But you can minimize the damage with a sincere apology.

“Acknowledge your mistake. Don’t try to put it off on somebody else. Accept it as your mistake. Then correct it,” Post says.

For the less serious offenses a simple “excuse me” goes a long way.

Denise Kersten – USATODAY.com

Dana May Casperson – Author of Power Etiquette:

What You Don’t Know Can Kill Your Career

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Tips to Succeed: Know your etiquette in

[Tip No. 30 from “The ABCs of Strategic Communication by M. Larry Litwin, APR, Fellow PRSA. To comment: larry@larrylitwin.com]

Dining out with your boss or a client is your chance to make a good impression.

 • Can I drink soda or beer from the bottle?

No. Use a glass.

 • What if I am served something that I don’t know how to eat?

 Watch your host and do what he or she does.You may not be right, but you won’t be wrong. And when you do have a choice of foods, don’t order anything that you don’t know how to eat.

 • Is it OK to kiss colleagues in business social situations?

The handshake is the proper business greeting in most business and business social situations.Yet there can be situations where kissing may be OK, depending upon:

A.Your relationship with the person. If people know each other

well, they may kiss at business social events.

B. The type of company you work for. Large, formal, or conservative companies usually have less kissing than smaller, creative or informal types of companies.

C. The type of business functions you attend. Company picnics may be more relaxed and informal than business dinners at a fancy restaurant.

D. When in doubt, shake hands.

Barbara Pachter – Author -When The Little Things Count . . .And They Always Count

http://www.pachter.com/ [To comment: larry@larrylitwin.com]

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Techniques to Succeed: Just what is integrated marketing communication – synergy?

[To comment: larry@larrylitwin.com] This is Tip 125 from “The ABCs of Strategic Communication by M. Larry Litwin, APR, Fellow PRSA. Thanks to former Rowan University colleague Amy LeBow for this and her insight.]

Like many strategic communication practitioners, you may spend much of your life trying to get friends and relatives to understand what you do for a living. Try this example:

• You see a gorgeous girl at a party. You go up to her and say, “I’m fantastic in bed.” That’s Direct Marketing.

• You’re at a party with a bunch of friends and see a gorgeous girl. One of your friends goes up to her and pointing at you says, “He’s fantastic in bed.” That’s Advertising.

• You see a gorgeous girl at a party. You go up to her and get her telephone number. The next day you call and say, “Hi, I’m fantastic in bed.” That’s Telemarketing.

• You’re at a party and see a gorgeous girl. You get up and straighten your tie You walk up to her and pour her a drink. You open the door for her, pick up her bag after she drops it, offer her a ride, and then say, “By the way, I’m fantastic in bed.” That’s Public Relations.

• You’re at a party and see a gorgeous girl. She walks up to you and says, “I hear you’re fantastic in bed.” That’s Brand Recognition.

[To comment: larry@larrylitwin.com]

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Resumes — More KEY words

To comment: larry@larrylitwin.com

Thanks to careerbuilder.com printed in “Courier-Post” on Sunday, June 26, 2011, here are more resume hints. Key words:

1. created

2. increased

3. reduced

4. improved

5. developed

6. researched

7. accomplished

8. won

9. on time

10. under budget

Avoid THESE “empty, overused words:

1. outstanding

2. effective

3. strong

4. exceptional

5. good

6. excellent

7. driven

8. motivayed

9. seasoned

10. energetic

“Tell (hiring managers) what makes you the most profitable choice for the job and employers will tell you the best word of all — ‘hiredCheck out

 

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BIG 12 Etiquette Rules from Elon University PRSSA

Always worth sharing are outstanding suggestions from PRSSA chapters (Public Relations Student Society of America). Also found in Chapter 15 of “The Public Relations Practitioner’s Playbook,” these hints could help recent graduates get jobs and current students get internships.

[To comment: larry@larrylitwin.com]

1. Always wear your nametag on your right.

2. Allow the Host to point out where the guests should sit.

3. Follow the Host’s lead. Once the Host begins to eat-you eat.

4. Once seated, immediately place the napkin in your lap.

5. Utensils: eat from the outside in – NEVER pick up dropped silverware.

6. Your bread is to the right, water is to the left.

7. Elbows should never rest on the table while eating.

8. Use the silverware to signal you’re finished: the 4:00-10:00 position.

9. Take out food the same way it went in.

10. If you have to pick or clean your teeth – excuse yourself from the table.

11. Never order alcohol – even if the Host does.

12. Whoever invited the guest will be paying unless discussed.

Don’t forget, [To comment: larry@larrylitwin.com]

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College grads’ gowns going green — The future is now

USA Today ran the following on Friday, May 27, 2011. Wendy Koch gets the byline. To comment: larry@larrylitwin.com

Some students are picking up diplomas in gowns made from recycled plastic bottles (they’re actually quite soft), and others are using ones made from wood pulp.

More than 250 institutions have ordered the attire this year from Virginia-based Oak Hall Cap & Gown, up from 60 in 2010, says vice president Donna Hodges. She
says it takes an average of 23 plastic bottles to make each GreenWeaver gown set.

A handful of U.S.-based companies, seeing bottom-line green in the eco-conscious world of higher education, have entered this booming market within the past
three years. Some donate a small fraction of the proceeds to participating colleges.

• Minneapolis-based Jostens makes graduation gowns out of wood fiber from sustainably-harvested North American forests. “We’re seeing a significant
increase in demand,” spokesman Rich Stoebe says, though he declined to detail the sales numbers.

• Omaha-based Willsie Cap and Gown sells a GreenGown made of the same resin used in plastic bottles and reuses the fabric if it’s returned. Sales are up 300% from a year
ago, says the company’s Steve Killen.

Some say being green costs more green.

Richard Spear, owner of American Cap and Gown, a New Jersey-based distributor, says the new gowns often cost much more than the polyester ones he sells for about $30,
and most colleges still have students buy rather than rent them. “College bookstores are there to make money,” Spear says.

Last week in Fairfax, Va., George Mason University graduated 7,392 students in the GreenWeaver gowns, which Hodges says typically cost $4 to $5 more than
traditional ones.

“Some students suggested a (gown) swap” but since it was the first year GMU used the green gowns, it wasn’t able to start one, says Karen Eiserman, merchandise
manager at GMU’s Bookstore. She says the undergraduate gown set costs $49.98, same as last year’s polyester ones, and a 25-cent donation included in the
price goes to the campus’s Greening Initiative.

Andrew Reid says he hasn’t worn his gown since his 2009 GMU graduation and probably never will again. His take on the situation, posted on Facebook:

“They would be even more ‘green’ if we could sell them back!”

Remember, to comment: larry@larrylitwin.com.

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Being Ready For A Crisis

Worth checking out. These are the plays from CHAPTER 14 of “The Public Relations Practitioner’s Playbook.” Check out book availability on www.larrylitwin.com. To comment: larry@larrylitwin.com.

PR Play 14-1
Three Rules of Damage Control
1. Get information out early.
• Respond within 2-4 hours – if only as an acknowledgment
that you are on top of the situation.
2. Get it out yourself.
• The spokesperson should be a high profile representative of
the organization.
3. Get it out on your own terms.
• Control the message.
PR Play 14-2

Phases of an Emergency
• Initial Crisis
• Successive Events
• Follow-up Management
PR Play 14-3

Communicate Early and Often
• Contact the media before they
contact you.
• Communicate internally first, then
externally.
• Put the public first.
• Take responsibility.
• Be honest.
• Never say “No comment.”
• Designate a single spokesperson.
• Set up a central information center
(staging area).
• Provide a constant flow of information.
• Be familiar with media needs and
deadlines.
• Monitor news coverage and telephone
inquiries.
• Communicate with key publics.
• Be accessible.
PR Play 14-4
The Role of Public Relations in the Johnson &
Johnson
® Tylenol® CrisisThe public relations decisions related to the Tylenol crisis and the
product’s strong comeback came in two phases.
Phase one was the crisis phase, which began on the morning of
September 30, 1982, with the grim news of the cyanide poisonings.
Since the extent of the contamination was not immediately known,
there was grave concern for the safety of the estimated 100 million
Americans who were using Tylenol. The first critical public relations
decision, taken immediately and with total support from company
management, was to cooperate fully with the news media. The
press was key to warning the public of the danger.
Later it was realized that no meeting had been called to make that
critical decision. The poisonings called for immediate action to
protect the consumer, and there wasn’t the slightest hesitation about
being completely open with the news media. For the same reasons
the decision was made to recall two batches of the product, and later
to withdraw it nationally. During the crisis phase of the Tylenol
tragedy, virtually every public relations decision was based on
sound, socially responsible business principles, which is when public
relations is most effective.
cont.
PR Play 14-4 continued
Almost immediately, planning began for phase two, the comeback,
and this involved a more detailed and extensive public
relations effort that closely followed important marketing decisions
and reached out to many audiences. The comeback began officially
with a 30-city video press conference via satellite, an innovative
approach suggested by Burson-Marsteller, the public relations
agency responsible for Tylenol product publicity.
The video conference and all other key decisions were discussed
and debated by a seven-member strategy committee formed by
Chairman and CEO James E. Burke to deal with the Tylenol
crisis. The committee included a public relations executive and met
twice daily for six weeks. The decisions it made dealt with every
aspect of the problem – from packaging to advertising to appearances
on network television. Many required follow-up by the public
relations staff at corporate and at McNeil Consumer Products
Company – the subsidiary that manufactures Tylenol.
The Tylenol tragedy proved once again that public relations is a
business of basics, and that the best public relations decisions are
closely linked to sound business practices and a responsible corporate
philosophy.
Lawrence G. Foster
Corporate Vice President-Public Relations
Johnson & Johnson
PR Play 14-5

Lessons Learned
• Don’t duck the issue.
• Take responsibility.
• Offer to make good on broken promises.
• Cover all the bases.
• Measure results.
KDPaine & Partners, LLC • www.measuresofsuccess.com
PR Play 14-6

Get Down to Basics
1. When a crisis breaks, first, before anything else, get the facts –
gather information.
2. Once you have the facts, determine which changes must be
made in the strategic plan to best manage this particular crisis.
3. Communicate your plan, first internally, then externally.
4. Seek feedback.
5. Evaluate your plan.
PR Play 14-7

The 10 D’s of Crisis Communication
•  Direct
• Distance
• Deflect
• Distract
• Divert
• Diffuse
• Defuse
• Dilute
• Dissolve
• Dodge
PR Play 14-8

Crisis Management Tips from Professionals
1. Even the most carefully laid plans must be constantly
re-evaluated and refined.
2. Planning is just the beginning.
3. Every crisis is different and when one occurs, it is a mistake to
assume a plan will handle all the answers.
4. In a crisis, the best defense is staying on your toes.
PR Play 14-9
Considerations Your
Single SpokespersonMust

Keep in Mind (During A Crisis)• Do your homework.

• Be accessible.
• Be prompt and dependable.
• Avoid being pushed into easy solutions.
• Accept responsibility.
• Be responsive and forthright, and show compassion for victims
and their families.
• Bluffing an answer is not acceptable – wait until you have the correct
information.
• Speak and write your information clearly.
• Be prepared to respond to incorrect information.
• Remain calm and confident.
PR Play 14-10

Successful Crisis PR Depends on Planning
and the Practitioner’s Mindset. Needed Are:
• A strategic communication process in place
• Support from senior management
• Communication with the chief PR officer or someone with direct
access to senior management
• Good relations and credibility with the news media
• Effective internal communication
• Strong peer relations, especially with attorneys
• Ability to “fly the plane” so to speak
C. Fernando Vivanco – The Boeing Company – and
Kathleen L. Lewton – Fleishman-Hillard, Inc.
PR Play 14-11

Emergency Management Kits
No matter the industry or profession, when a crisis or emergency
hits, you should be just as ready with your own Emergency
Management Kit (EMK) of communication-type items as you would
be with a first-aid kit containing bandages, antiseptics, alcohol, etc.
Below is one public relations practitioner’s suggestion for an EMK.
Its contents might depend on the type of company or organization
and staff size. You or your staff should customize your own, determine
quantities and keep it current. Emergency Management Kits
and copies of a Crisis Communication Plan should be in several
locations so that if an emergency hits, the plan and kit will not be in
a quarantined area.
At the very minimum, it should contain:
1. Copy of Crisis Communication Plan (keep the plan on a password
protected Web site link, USB “flash” drive, CD and hard
copy.) Be certain it is up to date.
2. Legal pads.
3. Pens (ballpoint, felt tip [Bic
4. Large felt-tip markers.
5. Plain white peel-off stickers (used to identify injured staff at the
emergency site).
6. List of telephone numbers for various offices and satellite company
locations, local law enforcement agencies, emergency
medical services, fire department and other agencies that need
to know of the crisis. Include cell phone numbers and e-mail
addresses on this list. Fax lines and e-mails at major offices
should also be included.
7. List of cell and beeper numbers for staff.
8. Local telephone directory with e-mail addresses.
9. Current staff directory.
10. Floor plans showing locations of all exits, telephones and wall
jacks, computers, and other devices that may be useful in communication
during an emergency.
11. Fully charged battery-operated bullhorn.
12. Local street and zone maps.
13. For all trips from the site, a map showing the most direct and
safest routes to be traveled to and from the destination.
® and Sharpie® brands are dependable])
14. List of assigned roles for personnel.
15. Summary of information that can be made public during an
emergency. Include Freedom of Information Act summary,
company policy and others.
16. List of professional and community contacts for organizing a
crisis care team of counselors, clergy and others.
17. Laptop computer with fresh batteries.
PR Play 14-12
An Award-Winning Crisis Communication Plan
To view the award-winning plan,
“Philadelphia Phillies – A Crisis
Communication Plan Commissioned by
Courier-Post
click on Student Resources, Classroom
Handouts, No. 49. Plans use a decimal system
for easy reference. The plan earned the
2006 Pepperpot Award from the Philadelphia
chapter of the Public Relations Society of
America for Crisis Communication and the
Frank X. Long Achievement Award for
“excellence in writing and creativity.”
” go to www.larrylitwin.com andPR Play 14-13

Bernstein’s 10 Steps of Crisis Communication
“Crisis communication’s function is to preserve the value of the
brand. That’s accomplished by minimizing the impact of the crisis.”
1. Identify your crisis communication team
2. Identify spokesperson
3. Train spokesperson
4. Establish communication protocol (notification systems)
5. Identify and know your stakeholders
6. Anticipate crises
7. Develop holding statements (quick response)
8. Assess the crisis situation
9. Identify key messages
10. Riding out the storm
Jonathan Bernstein – Bernstein Crisis Management LLC –
www.bernsteincrisismanagement.com
PR Play 14-14

Jack Welch’s Five Stages of Crisis Management
1.
and immediate emotion people feel at the receiving end of any
really bad news. That doesn’t excuse any official from not reacting
quickly and staying “in front of the story.” Rather than denial,
the reaction should be forthright, calm, fierce and bold.
2.
usually plays out with leaders trying to keep the “matter”
quiet – a total waste of energy. All problems, and especially
messy ones, eventually get out and explode.
3.
fight to get their side of the story told, with themselves as the
heroes at the center.
4.
someone has to pay for the crisis with his or her head.
5.
best part – is the awareness raised by a crisis.
Denial – Denial in the face of disaster is human. It is the mainContainment – In companies and other organizations, containmentShame-mongering – This is a period in which all stakeholdersBlood on the floor – Too many times, officials believe thatGalvanizing effect – The fifth and final part of the pattern – theJack Welch – Former Chairman and CEO – General Electric

PR Play 14-15
Bill Jones’ 10 Commandments of Crisis Communication
1.
2.
and no crisis is unmanageable if you give clear, cool facts.
3.
Perception is reality. If your audience thinks it is, it is.Response is control. The community wants access to information,Information is power.4.

Credibility is survival.

to hide, people will think that you do.
6.
act knowledgeable and calm.
7.
so don’t be afraid to admit mistakes.
8.
community to keep them informed.
9.
Body language is crucial. If you behave like you have somethingCalmness is essential. Unflappability is your best asset. AlwaysGive a confession. The public and the media want a confession;Tell the franchise what happened. It is in the best interest of thePreparation is 99% of success.10.

Out of every crisis comes the chance to “build a better mousetrap.”From every crisis there are major lessons to be learned.

11.
Pray like hell that you never have to handle numbers 1 through 10!

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Anne Klein’s Commencement Address at Rowan University

Public relations counselor Anne Klein offered Rowan University’s graduate students valuable advice as part of her commencement address on May 12. Watch the intro and remarks via YouTube.
Anne is a longtime Rowan friend. She was founding professional advisor to the Public Relations Student Society of America and served in that position for more than 30 years.
Thank you Anne for all of your contributions.
To comment: larry@larrylitwin.com
The intro is at
The actual speech is at
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Critical Thinking — We have to do more of it

To comment: larry@larrylitwin.com

There are various ways to
analyze the quality of a news story. This involves “critical thinking.” Think
of it as the focusing ring on a camera that brings the image into sharp focus.

Critical Thinking

  •  Why does the story matter?
  • What’s the Point?
  • What does it sayabout Life?
  • What does it say about the World?
  • What does it say about the times we live
    in?
  • What does it say about connecting with Readers

What’s the story about? One word –

All About You:

1. What surprised you?

2. What did you learn about yourself?

Just some thoughts as we analyze what we read, hear or view. To comment: larry@larrylitwin.com