Posted on

Herman Cain — Lack of response

To comment: larry@larrylitwin.com

Larry Litwin’s The Public Relations Practitioner’s Playbook clearly lays out what one should do when faced with a crisis.

In response to GOP presidential candidate Herman Cain’s mishandling of facts and accusations, this is what experts say. The advice parallels The PR Playbook’s Chapter 14 — Crisis Communications.

This shifting story is a problem for the Cain campaign, says Jack Pitney, who appeared on NPR’s “Morning Edition” on Nov. 1

“This is not good political damage control,” said Pitney, a professor of government at Claremont (Calif.) McKenna College. He says inconsistency from a campaign can be much more damaging than the initial charge.

“They should have been prepared with a response right from the get go. Get your facts straight. Get your side of the story out and stick to it. And an inconsistent response, or even worse an inaccurate response, just worsens the problem that you’re facing.

Pitney says it’s not clear whether this is something Cain will recover from, or whether it’s the beginning of the end for his presidential run.

Republican political consultant Todd Harris says Cain cannot sit by. This is a story will not soon go away (thanks in no small part to 24/7 news).

Says Harris: “If they are simply just hoping that it goes away, I’m afraid they’re going to be as ill-prepared tomorrow and the next day as they have been this past week.”

Harris says a crisis like this bumps a campaign off its message. The campaign loses control. “That’s why it’s so important in a crisis situation to deal with it as quickly as you possibly can to pivot back onto your message, but that doesn’t mean that you don’t have to deal with it.”

As stated in Litwin’s The PR Practitioner’s Playbook, within minutes of a crisis, gather the facts and then:

Tell it first

Tell it fast

Tell it all

Tell it yourself

Litwin’s books are available at all major bookstores, click and mortar or brick and mortar, and on www.larrylitwin./com.

To comment: larry@larrylitwin.com

 

 

Posted on

Skype interview – Another case of ‘The Future is Now’

My
Rowan University students have been asking me about skype interview prep. Here
are some tips compiled from a variety of sources that should help. To comment: larry@larrylitwin.com.

First: a summary

1) Do
wear the same attire you would wear for an on-campus interview. Business dress
is recommended.

2) Do
situate your camera or laptop in a quiet room where you will not be interrupted
by other people coming or leaving during your interview.

3) Do
make sure your camera/laptop is charged or plugged in so you do not have to
interrupt your interview to plug it in.

4) Be
aware of how you appear on camera. Test your camera before the interview to
ensure that the lighting is not too bright or too dim and that your distance
from the camera is appropriate – we do want to see more of you than your face,
but we do not need to see the entire room behind you.

Happy
Skyping!

——————————

10 must-dos for Skype interviews

Master video
skills, etiquette ahead of time

 

Oct. 1, 2011 from The Philadelphia Inquirer – Career Builder

 

If you are a job seeker and never used
Skype – the software program that lets you video chat on the Internet – then
you might want to get familiar with it. Skype interviews are becoming
increasingly common during the hiring process. They’re more personal than phone
interviews since they allow recruiters to meet candidates face-to-face. They’re
also great for job seekers conducting long-distance searches, especially these
days when budget-conscious companies might be unwilling to cover travel costs
for interviewees.

If Skype interviews still are uncharted
territory in your job search, here are 10 must-do tips for this up-and-coming
hiring practice.

1. Do a tech check. A successful Skype interview will require a high-speed
Internet connection and a webcam, so make sure you’ll have both of these
available and in working order before scheduling your interview.

2. Practice. If you’re new to Skype, set up a time to chat with a family
member or friend to work out any technical kinks. You also can use this
practice call to play around with Skype’s file-sharing capability, in case your
interviewer requests to see samples of your work, a résumé, reference letters,
etc.

3. Dress appropriately. A Skype interview should be taken just as seriously
as an in-person interview. If you’d wear a suit for an in-office interview,
wear one for the video interview, too.

“Even though you are not interviewing for the position in person,
appearance still matters,” said Cheryl Palmer, owner of Call to Career, a
career coaching firm in Ohio. Dressing your best will help you feel confident,
qualified and professional.

4. Watch your back(ground). Set up your computer where you plan to conduct
the interview and turn on your camera. What do you see? Chances are, you’ll be
doing the interview from home, but your surroundings should be free of mess,
clutter and overly personal touches. In other words, your pile of dirty dishes
and your toddler’s high chair should not be visible in the background. A neat
home office, well-organized bookshelf or blank wall will make the best backdrop.

5. Pay attention to lighting. Like in any other setting, lighting will help
set the mood for the call. You’ll want to make sure your face is well lit and
free of shadows.

“Since you are clearly trying to put your best foot forward, you don’t
want shadows over your face,” Palmer said. “It is advisable to put a
light behind the computer so that there is enough light to illuminate your
face. You should also keep in mind that the lighting can make your face shiny,
so make sure that you powder your face lightly (even if you’re a man).”

6. Minimize the chance of interruptions. “Lock dogs, cats and other
pets in another room, preferably out of earshot, and turn off the ringer on
your land and cell phones to avoid an awkward interruption,” said Laurie
Berenson, a certified professional résumé writer and owner of New Jersey-based
Sterling Career Concepts. “Or, if there’s any chance that someone might
ring your doorbell or knock on your door, place a sign on the door that says
‘Interview in process. Do not disturb.'”

To avoid distracting background noise, turn off radios, televisions and
loud appliances.

7. Look at the camera. “Practice looking at the camera,” said
Steve Langerud, director of professional opportunities at DePauw University.
“Most candidates look at the screen but that means they are not looking at
the interviewer. It feels odd but looks a lot better on the other side.”

Looking at the camera will give the interviewer the impression that you’re
making eye contact.

8. Sit still. Hand-talkers, take note: “Don’t gesture too much.
Depending on the connection on the other end you will present a jerky and
distracting picture,” Langerud said.

9. Jot down notes. Have points you want to make or ideas you don’t want to
forget? Write notes down on an easel pad or type them up in a large font and
print them out. Then, mount your notes behind your camera. That way, you can
glance up at it if you need to jog your memory.

10. Hang up. Once the call is over, make sure you actually hang up.
Accidentally leaving the connection open provides endless potential for
embarrassment.

Kaitlin Madden is a writer and blogger for CareerBuilder.com and its job
blog, www.TheWorkBuzz.com.

Posted on

Standing out from among the best

I was recently asked what a student must do to stand out from among the best. Some of my comments will appear in PRomo, the Rowan University PRSSA publication (Public Relations Student Society of America). To comment: larry@larrylitwin.com.

They must be the total package:

  • When meeting a professional, a student must give an outstanding first impression. That would include a businesslike appearance, firm handshake while looking the person in the eye, being an articulate and eloquent oral communicator and a strategic planner with outstanding writing skills.
  • In addition to crafting an effective resume, students should develop a compelling personal elevator speech, which summarizes who they are, what professors and other professionals think about them, their ambitions and why they should get the internship or the job.

It is important that the Rowan student conclude the elevator speech with another firm handshake as he/she hands the person being addressed a business card containing their name and contact information.

A student’s goal is not only making an outstanding first impression, but also a lasting impression – one that a prospective employer won’t soon forget – particularly if the “right fit” position opens.

SEE BELOW from Prof. Litwin’s book The ABCs of Strategic Communication:

An elevator speech is a strategic message delivered quickly and simply

(no more than 30 seconds – about the duration of an elevator ride) that

communicates a brand promise, mission or other main element about

you or your organization. The elevator speech or “pitch” must be clear

and concise and communicate the core aspects of your business – touch

briefly on the products or services you sell, what market you serve, and

your competitive advantage. It must be brief and clear. Employees and

stakeholders should know their organization’s elevator speech.

 

If the elevator speech is about you, identify your personal attributes and

quickly explain their benefits – benefits that might just get you a job or promotion.

According to author and business coach, Rhonda Abrams, it takes quite

a bit of thinking and practicing to decide what to mention in an elevator

speech. Because it must be short, you have to decide what must be left out.

“Often,” she says, “these can be the things you are most excited about.”

 

You’ll find you use your elevator speech more than just in elevators. Says

Abrams, “You will turn that 30-second speech into e-mails to prospective

customers and investors, to introduce yourself at organizational meetings

or when running into an old friend at a ballgame. Who knows? You may

even use it if you meet a potential customer in an elevator.

 

“So,” she advises, “go out and find a three-story building with an elevator,

ride up and down and practice your pitch. That way, you’ll be prepared

the next time someone asks you, ‘What do you do?’”

                                                            Sample Elevator Speech

Rowan University is a dynamic Top Tier regional university serving

high-achieving students through a combination of teaching,

research and project-based learning. The school’s reputation for

academic distinction is aided by its small class size, focus on interdisciplinary work and technologically advanced facilities.

To comment: larry@larrylitwin.com.

Posted on

Resumes and interviews

[To comment: larry@larrylitwin.com]

The link below takes you to important handouts on www.larrylitwin.com. You are encouraged to download them as you move toward internships and jobs. Lots of good luck. http://larrylitwin.com/handouts.html

Handouts No. 29, 30, 62, 64 and 65. (As time permits, peruse other handouts.)

Also, check out previous week’s blogs about these important topics. If you have questions, do NOT hesitate to write: larry@larrylitwin.com.

Be sure to look through The Public Relations Practitioner’s Playbook and The ABCs of Strategic Communication. Both have successful/proven techniques that could help you nail down that internship and/or job. Good luck!

Posted on

‘PR News’ talks to Pepsi exec about social media

From PR News comes this Q&A on public relations and social media. To comment: larry@larrylitwin.com

PR News Q&A With Bonin Bough: Will PR
Miss Out on Social Media?

Bonin Bough
 

Successful social media
engagement is all about relationship-building and smart, focused communications
tactics—traditionally the domain of public relations professionals. In this
Q&A, Bonin Bough, global head of digital for PepsiCo, shares his insights
into why PR professionals must integrate social media into their broader
communications. He will expand on this theme in his keynote address,
“Digital Fitness: A Matter of Survival for PR Professionals,” at PR News’ Facebook Conference on August 9 in San Francisco.

 

PR News: Does the rise of the social Web represent an opportunity for PR
professionals to reposition themselves within corporate and nonprofit
organizations?

Bonin Bough: Yes, I 100% believe that. I grew up in digital marketing
shops running digital media and have performed every role. My first agency was
a digital production practice within a PR firm, and the majority of our clients
were strictly digital, while others were shared with the PR team. These agency
of record engagements were big clients such as Kellogg’s, Novartis and Citi.
The second group I ran was a bit more integrated with the broader
communications team. So I have seen it from the inside, and I can tell you that
the core skills of communicators—storytelling, authentic communications and the
art of persuasion—are critically important.

At the same time, I often feel communications agencies and teams confine
themselves to a specific segment within social. They don’t necessarily take the
opportunity to lead. PR agencies are not adapting quickly enough, they are not
thinking broadly enough, they do not understand the stakes. Social media
success depends on relationship building and genuine, sustained authentic
engagement—the core competencies that PR is built on. But it also requires a
deep understanding of consumers and media. It is not too late for PR to capture
the massive opportunities in social media, but the industry needs to kick into
high gear right now.

As communications
experts, [we] have a right to lead strategy in digital and build the
relationships while delivering messaging, but oftentimes we fall short because
we don’t know the tools and have the measurement capabilities. Too often we view
“social media” as a discrete practice or discipline when in fact digital media
has changed every facet of marketing communications.

PR News: What is at stake if communicators don’t seize this moment?

 

Bough: Social media used to be lumped in with larger communications
programs, but more and more of that budget is being taken by specialty
agencies. Clients are starting to recognize—before the agencies, in many
cases—that social media requires particular expertise and know-how. If
conventional PR outfits don’t offer that, they will get it from new,
specialized players. Already this is happening with the huge growth of social
media agencies. That was their lunch. Digital did it to ad shops, so history is
a good predictor of the future. Again, it isn’t too late to win that confidence
(and business) back, but if communicators don’t seize the moment, the fastest
growing piece of communications’ budgets is going to slip out of reach.

PR News: How can communicators best prove the need for investment in social
media activity to top executives?

Bough: If you are faced with a situation in which a client wants you to
justify social media as part of a communications program, you really might as
well walk out the door. Having worked on the agency side for many years, I know
that isn’t realistic, but the point is that by now the importance of these
platforms should be self-evident. If an executive doesn’t believe that, tell
her to ask her neighbors where they go to see pictures of their kids, or who
broke the news of the death of Osama bin Laden or [about] the technology that
fostered the organizations behind the Egyptian revolution.

PR News: What do you hope attendees will take away from your keynote
presentation on August 9?

Bough: In a word? Fear…just kidding. Perhaps attendees will feel, at
least, urgency. I want people in this industry to be scared enough to change.

Attend PR News’ Facebook Conference on August 9 in San Francisco and learn more from
digital leaders like Bonin Bough

 

 

 

Posted on

Internship Follow Up

“Ragan’s PR Daily” has pubished Jeremy Porter’s “9 things to do at the end of your internship.” This is a MUST read for all of MY students and others serving (present and past) internships. To comment: larry@larrylitwin.com. [See next week’s blog on the latest Gallup Poll on public school confidence. The results are not good.]

 

 

 

 

 

 

Did you do an internship this summer? If
so, congrats, you’re a smart cookie.

Internships are 100 percent the No. 1 thing you’ll need on your resume to get
that first job after college. The No. 2 thing you’ll need is proof you can
write. Guess where you get that writing experience? Yep—internships.

To round out the list—and some will disagree with me on this—the No. 3 thing
you need to land a job after college is connections. Again, if you play your
cards right, you get some through internships.

If you did just put your internship to bed, or you’re about to, there are a few
things I’d like you to do on your way out the door:

1. Say thank you.

Personally thank everyone you’ve worked with this summer. A handwritten note is
my preference, but a sincere, verbal “thanks for the experience” is the minimum
requirement. Provide specifics and leave the door open for future contact. For
example: “I really wanted to thank you for the time you spent with me this
summer. I know my knowledge on X, or what you taught me about Y will be useful
in my career. I look forward to staying in touch as I continue my education or
begin my search for my first job.”

2. Get connected.

Make sure you have people’s business cards. Make sure you’re following everyone
on Twitter (or are subscribed to their blog). And for Pete’s sake, make sure
you connect with them on LinkedIn. Turnover is high in PR and journalism;
LinkedIn goes with people from job to job. This is how you’ll build your
network over time. It’s important.

BONUS: If you did a great job in your internship (be honest, you know if
you did or not), ask the highest-ranking person you worked with to recommend
you on LinkedIn. Don’t be shy about this—endorsements on LinkedIn can save you
time later on when you need references. Make it easier for the reference writer
by giving them some starter points.

For example: “Would you please write a recommendation for me on LinkedIn based
on the work I did this summer? It would be great if you could comment on the
work I did on project X or your satisfaction with the writing I did on Y.”

Whatever it was that you did, having somebody comment on your work does a
couple of things. It draws attention to you in their network, and it
sticks with your profile for a long time.

3. Get your samples.

I hope you’ve been collecting copies of the work you did this summer. In most
cases, the work you’ve done at your internship is the legal property of the
agency or its clients. Make sure you ask your supervisor for permission to use
those work samples in your portfolio. You’ll want electronic or hard copies of
all the work you did this summer, because there’s no guarantee you can access
this stuff later. Websites get replaced. Blog posts get deleted.

You might not think some of the things you worked on are relevant, but believe
me, they will be. Save them all so you can customize your portfolio for each
interview you do when you start your search.

4. Get coached.

You might be awesome. You might not. Regardless of what you think about
yourself and your performance in this internship, ask your supervisor to
suggest three areas you can improve on, based on his or her observations this
summer. Tell them you want them to be brutally honest with you, because it’s
the only way you’re going to improve. People would tell me how great my writing
was in my internship, but when I look back a lot of it was sloppy and littered
with errors (you know, like a lot of my blog posts). I wish they would have
told me to keep working on my writing and editing, and that attention to detail
is important.

5. Keep working?

Is there something you’ve done so well this summer that everyone is talking
about it? Are people sad you’re leaving, because you don’t be able to do that
thing anymore? Suggest to your boss that you keep doing it as a freelancer
while you go to school. When I did my first internship in New York, I put
together monthly clipping reports for clients (copies of all the press mentions
for the month). They were a lot of work back then. I suggested I do the work
from my dorm room in upstate New York. The company bought me a computer, leased
a copier, and paid me a very good rate to do the reports each month.

This type of opportunity is not the norm, but if you do something exceptional,
you might be able to gain valuable work experience (and make some money) while
you finish your coursework.

6. Stay in touch.

If you don’t keep working with them, be sure to stay in touch. Keep the lines
of communication open. Let people know what interesting stuff you’re learning
in school. Attend local Public Relations Society of America or press club
events so you can socialize with former co-workers. Interview your co-workers
for class projects (or consider inviting them to speak to one of your classes).
Of course, if you’re following them on Twitter or Facebook, you can interact on
a regular basis through those channels as well.

7. Say only good stuff.

There’s a chance you didn’t have a good experience this summer. Don’t talk
about it publicly; it will get back to the agency. I’m not suggesting you lie
to anybody, just don’t go around bashing the company that gave you a shot. (It
will make people wonder what you say about them when they’re not around.) It’s
OK to warn future internships professionally about what to expect, but keep it
professional. Along the same lines, keep proprietary information confidential.
Don’t talk about the new products clients are working on or their secrets to
getting coverage in The New York Times. This will strengthen your own
reputation over the course of your career.

8. Don’t burn bridges.

As an extension of No. 7, I have one “don’t” for the end of your internship.
Don’t burn bridges. Even if you hated working with somebody with every ounce of
your soul, don’t tell that person off on your last day. Don’t decide you’re
never going to talk to that person again. It’s a mistake. If you follow the
suggestions early on in this post with everyone you worked with this summer,
you’ll establish a firm foundation for your network to grow in the future.

9. Share your experience.

You learned a lot this summer. Don’t keep it all to yourself. Blog about it.
Talk about it in class. Encourage other students to pursue the same
opportunities. Use that experience to fuel you. Learn more, keep practicing,
and you will succeed. Share your experience and others will succeed with
you—and that’s what it’s all about.

Jeremy Porter is the founder of the blog Journalistics,
where a version of this story appeared.

 

Posted on

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