Author: Larry Litwin

TOOLBOX TOPICS – Reprinted from AdNews – Philly Ad Club – November -December 2010

Public Relations playbook: some thoughts

 Every now and then seasoned communication professionals need to review the basics. Here are some thoughts from Larry Litwin’s The Public Relations Practitioner’s Playbook (AuthorHouse – 2009)

 

 By M. Larry Litwin, APR, Fellow PRSA

Whether the profession is public relations, public communication or strategic advising, it all begins with the ABCs of strategic communication: anticipate, be prepared and communicate clearly, concisely, consistently, calculatingly (measured tones – weighing each word), and completely (specifically and simply).

Anticipate the reaction to a strategic message before communicating it. As Sir Isaac Newton said, “For every action there is an equal and opposite reaction.” The reactions to a CEO or spokesperson’s comments may not be equal and opposite, but they could take a strong opposing viewpoint that could damage a client’s image or reputation. Messages could be misinterpreted. “Test” them to be sure the “C” is achieved.

As columnist George Will points out, “Clarity is achieved only if our message is received and interpreted as we intend it.” That’s where the “B’ comes in. Through proper planning, effective strategic communicators are more likely to achieve their objectives and goal, which means synergy is achieved.

So, what is public relations?

Back in 1971, colleague Ralph Burgio and I brainstormed a definition of public relations. Here is what Ralph scribbled on a napkin at Mom’s Peppermill Inn just off exit 7A of the New Jersey Turnpike. It remains relevant nearly 40 years later:

PUBLIC RELATIONS?

Public relations is as simple as a thank-you note and as complicated as a

four-color brochure.

It’s as specific as writing a news release and as general as sensing community

attitudes.

It’s as inexpensive as a phone call to an editor or as costly as a full-page

advertisement.

It’s as direct as a conversation between two people and as broad as a radio or

television program reaching thousands of listeners or millions of viewers.

It’s as visual as a poster and as literal as a speech.

HERE, MY FRIENDS, IS THE BIG QUESTION: What IS public relations?

It’s a term often used – seldom defined!

In its broadest sense, public relations is “good work, publicly recognized.”

Believe me, there are no secret formulas. Public relations is simply:  the group itself saying —

• “This is who we are;

• What we think about ourselves;

• What we want to do; and

• Why we deserve your support.”

The Public Relations Practitioner’s Playbook (AuthorHouse – 2009) contains hundreds of proven tips and techniques. Here are a few:

“Tell the truth, provide accurate facts and give the public relations director access to top management so that he/she can influence decisions,” said Ivy Ledbetter Lee, recognized as an early media relations professional.

Warren Buffet said, “If you lose money for the company, I will be understanding. If you lose one shred of the company’s reputation, I will be ruthless.” Buffet, one of America’s wealthiest individuals, is chair and CEO of Berkshire Hathaway.

Jack Welch, former General Electric chair and CEO, said, “I want strategic advisors who tell me what I need to hear, not what I want to hear. Honesty and integrity are the only way.”

There is a common thread to the ethical practice of public relations. Arthur Page, recognized as the “father of corporate public relations,” developed these seven principles: tell the truth, prove it with action, listen to the customer, manage for tomorrow, conduct public relations as if the whole company depends on it, realize a company’s true character is expressed by its people, and remain calm, patient and good humored.

Strategic counselor James Lukaszewski, in his book Why Should the Boss Listen to You? stresses that public relations counselors should strive to be the “number one, number two” person in an organization – the go to advisor, associate or assistant to the CEO. Lukaszewski pushes company and organization leaders “to look over the horizon and see what’s there – have a clear vision.” He points out that the best leaders “have in place the people and skills necessary to achieve the goals and objectives the boss promised to accomplish. He also encourages CEO’s “to promise less and achieve more.”

A favorite public relations tip is credited to Patrick Jackson – the “Double Bottom Line Theory,” which has evolved into the “Triple Bottom Line”:

First Bottom Line: Create relationships. If the organization has already achieved that important first line, work on enhancing the relationships and, at the very least, maintain the relationships you have. It costs far less to retain a customer or client than it does to attract new ones.

Second Bottom Line: Revenue. It generates from sales developed from the relationships created and built in the first bottom line.

Third Bottom Line: Profit. After all, that is what it is all about – making  money. To make money, though, revenue must be generated and costs controlled. Like the other tips, the “Triple Bottom Line” is more than theory, it has been proven time and time again – just look at Southwest Airlines, Staples and Wal-Mart.

Even before the Phillies became perennial winners, president David Montgomery recognized the value of relationship building. He turned an evening at the ballpark into an experience – a family experience – from the moment you pull into the parking lot and scan your own ticket until the final out.  Those relationships turned into revenue, the revenue into profits and, with Pat Gillick, Ruben Amaro and Charlie Manual’s strategies and tactics, the Phillies have won their fourth straight division title.

Former Rowan University marketing director Ed Ziegler says, “Reaching the desired outcome – is a process.” He says, “By educating your publics, you give them the knowledge needed to develop the proper attitude that leads to the behavioral outcome you want. When the organization’s output equals the outcome, synergy is achieved.”

However, none of these tips and advice mean a thing if the following principle isn’t followed. It comes from Melissa Matthews, Rowan class of ’01 and Woman’s Day beauty editor. She said it in the October 2011 issue in response to “What’s the best career advice you’ve ever received?”

Said Melissa: “Make sure everything you do is open, honest, thorough and valid. I follow this advice from my college mentor, Professor Larry Litwin. It helps me make decisions, especially when evaluating beauty products.”

M. Larry Litwin, APR, Fellow PRSA, is an established strategic advisor, teacher, mentor, role model and ethicist, and an award-winning public relations counselor and broadcast journalist.

Hone your networking skills now. Here’s start from M. Larry Litwin, APR, Fellow PRSA.

Networking begins with a firm handshake, a look into the eyes and exchange of business cards. It is an important step in anyone’s personal [job seeking] plan that could lead to an interview and first “real” job.

To comment: larry@larrylitwin.com

By M. Larry Litwin, APR, Fellow PRSA

[To comment: larry@larrylitwin.com]

          Timing for a PRomo article about resumes couldn’t be better. As the new school year started, the world was celebrating “International Update Your Resume Month.” Who would have thought?

          How big a deal is the resume? Recently, on NPR [National Public Radio], experts agreed. “It’s the biggest deal. That’s what opens the door to the interview,” said Louis Barajas, finance expert and author.

          “If you don’t stick out like a sore thumb, if you don’t push yourself in front of everybody else, you won’t even get through the front door.”

          According to Laura DeCarlo of Career Directors International, “It’s completely an issue of whether you are going to stand out from the pack of what could be hundreds – even a thousand candidates.”

          How do you standout? First and foremost, applicants must sell themselves – emphasizing what they’ve done and how well they have done it. And, they have to do it in 15 to 20 seconds.

          Are you up to the challenge?

[  ]   Be a storyteller in few words. Help the employer recognize how you are above the competition with the same or similar skills and experience set.

[  ]   Use key words [scannable – meaning, keys words recognizable by certain computer software] that the prospective employer might be looking for. Many times, they’ll jump right off a firm or organization’s website. “The biggest problem I see with most people looking for jobs,” says Barajas, “is that they haven’t done enough research on the company or the position. They’re not using the words that the employer is looking for.”

[  ]   Customize your resume for the employer and position. Ask yourself the question, “If I were hiring, what would I be looking for.”

[  ]   Proofread, proofread, proofread. Typos can turn the perfect resume into an office joke. [How many times has a public relations agency received a resume with the word public missing a key letter? Do not place your trust in spell check.

          Now some strategies and tactics that will get you noticed:

[  ]   Ditch the “objective.” Polish your resume by including a summary paragraph [just under your personal information] stating what you bring to the table, qualifications, experience and examples of a job well done. It should be succinct and contain buzzwords human resource managers look for –many of the same key message points you would include in an elevator speech. If that statement can be attributed to a third party, all the better. Here is an example:

Applicant Statement: My professor/advisor (Anthony J. Fulginiti) describes me as “mature beyond her years, articulate, well tailored and polished, loyal, has a passion for the profession, outstanding writer, and a skilled organizer and strategic thinker.” It is my dream to bring those qualities, passion and dedication to ELLE’s readers – just as I do the residents of Cherry Hill. My zest for knowledge and new challenges is contagious and should appeal to ELLE magazine’s staff and target audience.

[  ]   Do not exaggerate. Even recent graduates should be able to list positive outcomes on their resumes without stretching the truth.

[  ]   On entry-level resumes, present your college experience – including PRaction and PRomo. Highlight PRSSA, AdClub, AdDyamics and other results-oriented activities, and note if you attended college on a scholarship. Include summer jobs, highlight internships and jobs relevant to your degree.

[  ]   If your resume is two pages [do not go over two], and many PRSSA students will go over two pages, be sure to include contact information on the bottom right side of page two. One never knows if a hard version gets separated.

          In response to whether a resume should be one or two pages: According to NPR and its guests, “Some people are adamant that the resume should be only one page. Then others say, ‘Well, if you really want to let people know the breadth of your experience, then, of course, you should take two.”

          If you’ve ever wondered what terms employers search for, here are results of a recent CareerBuilder.com study:

Problem-solving and decision-making skills (50 percent)

Oral and written communications (44 percent)

Customer service or retention (34 percent)

Performance and productivity improvement (32 percent)

Leadership (30 percent)

Technology (27 percent)

Team-building (26 percent)

Project management (20 percent)

[To comment: larry@larrylitwin.com]