PRSA Member Statement of Professional Values

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This statement presents the core values of PRSA members and,
more broadly, of the public relations profession. These values provide
the foundation for the Member Code of Ethics and set the
industry standard for the professional practice of public relations.
These values are the fundamental beliefs that guide our behaviors
and decision-making process. We believe our professional values
are vital to the integrity of the profession as a whole.
ADVOCACY
We serve the public interest by acting as responsible advocates for
those we represent. We provide a voice in the marketplace of ideas,
facts, and viewpoints to aid informed public debate.
HONESTY
We adhere to the highest standards of accuracy and truth in
advancing the interests of those we represent and in communicating
with the public.
EXPERTISE
We acquire and responsibly use specialized knowledge and experience.
We advance the profession through continued professional
development, research and education. We build mutual understanding,
credibility, and relationships among a wide array of institutions
and audiences.
INDEPENDENCE
We provide objective counsel to those we represent. We are
accountable for our actions.
LOYALTY
We are faithful to those we represent, while honoring our obligation
to serve the public interest.
FAIRNESS
We deal fairly with clients, employers, competitors, peers, vendors,
the media and the general public. We respect all opinions and support
the right of free expression.

[Questions? larry@larryitwin.com]

PRSA’s 10 principles of behavior for the practice of public relations

[Questions: larry@larrylitwin.com]

In summary, PRSA lists the following 10 principles of behavior for
the practice of public relations:
1. Conduct in accord with the public interest.
2. Exemplify high standards of honesty and integrity.
3. Deal fairly with the public.
4. Adhere to highest standards of accuracy and truth.
5. Do not knowingly disseminate false or misleading
information.
6. Do not engage in any practice that corrupts the channels
of communication or processes of government.
7. Identify publicly the name of the client or employer on whose
behalf any public communication is made.
8. Do not make use of any individual or organization
professing to be independent or unbiased but actually
serving another or undisclosed interest.
9. Do not guarantee the achievement of specified results beyond
member’s control.
10. Do not represent conflicting or competing interests.

[Questions: larry@larrylitwin.com]

Advertising Selling Premises

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PR Play 11-10 from The Public Relations Practitioner’s Playbook for (all) Strategic Communicators

Copy Strategy – Sales logic behind an advertising message.
Creative Platform – A document that outlines the message strategy
decision behind an individual ad, commercial or an entire campaign.
It is based on the creative brief (page 366).
• Product-centered strategies – Ads that focus on the product
itself. Should be based on fact. Often a scientifically conducted
test or other research technique provides support for a claim.
— Claim – A statement about the product’s performance – its features
or attributes.
— Brag and Boast – An advertising strategic message written
from a company’s point of view to extol its virtues and accomplishments.
If a claim is made, it must be supported by fact.
• Prospect-centered strategies – Ads that focus on needs and
wants rather than on what the company can produce.
— Benefits – Statements about what the product can do for the
user.
— Promise – A benefit statement that looks to the future.
— Reason Why – A statement that explains why the feature will
benefit the user.
— Unique Selling Proposition (USP) – A benefit statement
about a feature that is both unique to the product and important to the user

Questions? larry@larrylitwin.com

Co-Op Adverising

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What is Cooperative Advertising (Co-Op)?

A form of advertising where a national manufacturer reimburses the
retailer for part of or all of the retailer’s entire advertising expenditures
for ads carrying the manufacturer’s brand(s).

Questions? larry@larrylitwin.com

8 Tips For Improving Your Phone Skills

[Questions? larry@larrylitwin.com]

Since a face-to-face meeting is virtually impossible in today’s COVID-19 business world, you need to pick up the phone to get things done. And to help you improve your phone skills (especially when the person you are calling doesn’t report to you), we have listed below some tips to help you achieve greater phone success.
8 Tips To Help Improve Your Phone Skills And Techniques.
Tip #1: Have An Objective – Before calling someone, write down the objective of your call. It can be as simple as a modified report or a request for more resources. The key is to know what the details are of the call – ahead of time.
Tip #2: Ask The Person For Their “Help” – Start by asking the person you’re calling for their help. Then quickly state the benefit (not yours) of why this needs to be done.
Tip #3: Smile When You Are Talking/Listening – Even though the person you called cannot see your expressions, your smile comes through loud and clear.
Tip #4: Add A Personal Touch To The Call – Use the name of the person you are calling as it will show them that you are interested in them. We cannot stress enough the importance of putting yourself in the listener’s place.
Tip #5: Drop Your Cell Phone And Stop Typing – Avoid the typical distractions such as looking at your cell phone, typing an e-mail or scouring your iPad. Also, don’t be eating or drinking anything.
Tip #6: Be Mindful Of Your Tone And Volume – If you are condescending or using a loud voice, the other person will shut down immediately. If your voice is loud by nature, lower it. Conversely, if your voice is low, increase its volume. Keeping the phone about an inch from your mouth will help as well.
Tip #7: Use A High-Quality Headset – If you are using a headset, make sure it’s of high quality; your voice needs to sound exceptional. If your headset makes you sound like you are calling from a rusted tin can, toss it out and get a better one.
Tip #8: Summarize The Call/To Do List – At the end of the call, it is wise to summarize what the to-do list is as it is a great way to eliminate possible issues. Additionally, don’t forget to get a timeframe of when things will be done, too.
Executive Summary: When calling someone, always be mindful of the person you are calling. Keep the call professional and brief. Additionally, don’t forget to summarize the call. But most importantly, focus on the person you are calling; therefore, drop your cell phone and stop typing that e-mail as people know when you are distracted.

[Questions? larry@larrylitwin.com]

Resumes — Getting better results on search sites

[Questions? larry@larrylitwin.com]

(The following comes fro ZipRecruiter.com and Courier-Post on Sunday, Feb. 28, 2021)

Here’s a stat you may not know: More than 75% of resumes submitted online are read by a robot before they are ever seen by a human. IF they are ever seen by a human.

That’s because most employers use Applicant Tracking Systems, a type of artificial intelligence that parses resumes to find what they consider to be the most qualified candidates.

At ZipRecruiter, we use that technology, so we know what works and what doesn’t when it comes to creating a resume that can get your application past these robots and into the hands of a human recruiter.

  1. Use a plain, boring template

Conventional wisdom may say that your resume should be eye-catching and exciting, but the truth is that robots aren’t big design fans.

They read from left to right, top to bottom, and only know how to read certain fonts and formats. So use the most boring, straightforward template you can find. Leave out columns, tables, headers, footers, text boxes, logos and nonstandard fonts. Use a “minimalist ATS-friendly” template rather than a designed one to make sure it can be read.

  1. Use generic job titles

Many companies get cute with their internal job titles: sandwich artists, teammates, crewmembers. Robots aren’t really interested in cute. But they do love a perfect match, which is why you should write your past job titles on your resume using generic terms that everyone understands. A good way to do this is by going to a job site and finding job descriptions that match your current role. Of course, be careful not to inflate or change your role into something that’s not representative of your work.

  1. Write like a caveman

Be succinct about the work you did. The resume parsers will pull applicable snippets of your resume to pass on to recruiters, so you want those pieces to be simple and easy to follow.

Instead of writing something like “Answered, transferred, conferenced and forwarded audio communications for over 24 incoming and outgoing exchanges,” simply say “Answered and redirected company’s 25 phone lines.”

  1. Use numbers

Rather than just listing the tasks you performed, use numbers to capture the scale of your accomplishments. It goes a long way in showing that you’re a results-orientated employee who can deliver.

  1. List your skills

Make sure you include your skills and any training or certifications you’ve received. And be as specific as possible. At this point, everyone has experience with Microsoft Office. But if you give examples of the experience you have, such as “Microsoft Excel revenue model building,” that will go a lot farther in making you stand out. It can also be helpful to list the number of years of experience you have with each of your skills.

[Questions? larry@larrylitwin.com]

4 Leadership Tips To Help During Tough Times From Dale

[Comments: larry@larrylitwin.com]

Tip #1: Learn How To Navigate The Issues And Your Employees – Anyone can maintain course in calm waters; however, the biggest and most noticeable difference is how a leader performs during tough times as opposed to calm times. Take a step back and develop a vision by seeing what could be done to change things or what could be looming around the corner. This will help you to be better prepared should something terrible happen.
Tip #2: Avoid Being Just A Manager – The difference between leaders and managers is that leaders are able to motivate everyone in their organization during difficult times, whereas managers tend to manage the “status quo” or the current process. Trying to manage the status quo in times of uncertainty is just not effective. To develop leadership abilities, we suggest looking into some leadership courses, buying books, or visiting the local library for resources on leadership. It would also be to your advantage to see what other leaders are doing by joining network groups or industry associations.
Tip #3: Work On Creating A Positive Change – If you genuinely lead, you will, by default, cause positive changes in your organization. And this change is essential because it breathes life back into an organization. To help you create a positive change in your organization, look for some high-profile leaders and professional coaches in your area or industry, and see what they are doing. To help you get a new perspective on things, you should also consider a subscription to business magazines like Harvard Business Review, Entrepreneur, or SUCCESS Magazine.
Tip #4: Talk With Your Team Regularly – Picture yourself on an airplane that is hitting a lot of turbulence. Wouldn’t you want to know what is going on and how long it will last? Better yet, what is the captain doing to find a smoother altitude? The same goes for your employees when your business starts to hit tough times.
Executive Summary: While you cannot predict all of the events that will affect your business, you can employ the above four strategies to navigate your way through tough times. Leaders who invest time in communicating with their staff, reviewing alternate strategies, and staying close to key clients are implementing some of the best practices for leading in both good and bad times.
[Comments: larry@larrylitwin.com]

7 Tips To Help Your Staff Feel More Valued

[larry@larrylitwin.com]
Tip #1: Reward Them – It may seem obvious, but if someone is going above and beyond their job, do not forget to reward them. Whether through simple praise, offering them more challenging work, or giving them that long-anticipated raise or promotion, it is important to show them that you appreciate what they do. And do not wait for yearly promotions. It is better to express your appreciation sooner than later, so your employee knows that they are being noticed; it might encourage them to work even harder!
Tip #2: Lend An Ear – People want to be heard, so to make them feel appreciated, make sure you spend time really listening. This means that you are giving the person who is speaking your full attention, including eye contact, and acknowledging them.
Tip #3: Remember Names – People are always impressed when you remember their names. Greeting a person by name with a smile makes a huge positive impression. People might not remember what you said or did, but they will remember how you made them feel.
Tip #4: Be Gracious – As small as it might seem, saying thank you really does help your staff feel more appreciated. Be specific about what you are acknowledging them for, and make sure that you are sincere so that your “thanks” are taken seriously. This will make people feel good and encourage them to do just as well, or better, in the future.

Tip #5: Stay Away From The “Three Cs” – Do not criticize, condemn, or complain. Avoid being negative when interacting with co-workers or direct reports; there are many effective ways to deal with people and gain results without criticizing or condemning others and

 complaining about them or a situation.
Tip #6: Show A Positive Attitude – When you speak about other people, always try to be positive. Although this may not be easy all of the time, it will always work in your favor if you are fair when assessing other people. Secondly, it will be a positive reflection on you too.
Tip #7: Build On Someone’s Natural Talent – Everyone has some quality or skill that makes him or her important and valuable to an organization. Recognize someone’s talent in a proactive manner by catching him or her doing something positive such as producing a great result on a project, delighting a customer, looking for ways to cut costs, or to become more efficient. Doing this will encourage a person to keep using this skill and will contribute to self-confidence and an overall feeling of being appreciated.
Executive Summary: People who feel appreciated tend to “go the extra mile” for you and will be more loyal to the organization. Additionally, it fosters a more positive work environment that is crucial for anyone’s growth professionally and personally.
[larry@larrylitwin.com]

First day of week checklist

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From ZipRecruiter/CourierPost online on Jan. 31, 2021

  1. Take care of yourself
  2. Dress intentionally
  3. Get to work on time
  4. Prepare to ask questions (but know when to listen)
  5. Prepare an elevator “pitch”/speech
  6. Be friendly
  7. Assess the social landscape
  8. Be positive

[Questions? larry@larrylitwin.com]