Don’t Fall Behind in PR: Four Steps to Raising Your Company’s Media Profile

Fall Sampler by Micky**, on Flickr

Fall is finally here. After 40 days of 100°-plus weather in Austin this summer, the temperature is dipping into the 60s in the mornings. Sure, we’re already back to the mid-90s this week, but the mornings are crisp, folks are breaking out the fall clothes, and there’s football galore. The Longhorns even won again this weekend, so everything’s right with the world.

Fall is the season of new beginnings—and one of the busiest times of year for Ketner Group and our clients. There are key conferences and trade shows (next week, Catherine and Caitlin will be at Shop.org with a number of our clients, for example). KG clients are making exciting new product and customer announcements in the coming months, and we’re busily working with them on fresh ideas and opportunities for PR and marketing campaigns.

As we mention on our Be Spectacled page, it’s no time to let your PR program “fall” back. After all, the next few months are a critical time in the technology sales cycle. Companies will select vendors for their remaining technology projects before the end of the year, and they’re also setting their 2014 budgets and deciding which projects to fund. It’s essential for technology vendors to keep up a high profile with PR and marketing campaigns.

What can companies do in the remaining months of 2013? Here are four simple suggestions:

Pick up the pace with press releases. Press releases are an essential way of gaining earned media coverage and creating buzz for your company. We love to see our clients generate one to two newsworthy announcements each month, as it’s a way to let key editors, analysts, influencers and prospects know your company is on the move.

Pitch, pitch, pitch. In today’s always-on news cycle, the media are hungry for content, and fall is ripe with opportunities. Holiday shopping will be one of the top business stories this fall and winter, for example, and many of our clients have story angles that feed directly into potential coverage in the coming months.

The key is to be relevant and creative. Do you or your customers have particular expertise that might be valuable to media? Then pitch your ideas; after all, the media is continually looking for interesting stories.

Focus on analysts. Industry analysts play a critical role in the technology ecosystem. How long has it been since you’ve briefed the key analysts covering your space? If it’s been 6-12 months or longer, it’s time for an update, regardless of whether or not your company is a client. After all, analysts need to understand your products, strategy and customer base in order to do their job; and since they often advise end-user companies on vendor selections, it’s essential that the analysts are up to date on your company.

Refresh your content. It’s no secret that content is king. Now is the time to refresh your website with fresh content, short videos, case studies, infographics, e-books, case studies and vehicles for telling your company’s story. Most of our clients’ software solutions have hefty price tags and solve critical business problems, so prospects will be on your site often to look for relevant, up to date content.

There’s much more, of course, but these are just a few ideas to get you started. What other suggestions do you have to give your PR and marketing campaigns a fall makeover? We’d love to hear from you.

“Scandal” Inspiration, Judy Smith Speaks on Navigating the Business of Success

Kalman, Zabarsky. 2013. Photograph. BU College of Communication, Boston. Web. 17 Sep 2013.

Last week I had the pleasure of listening to Judy Smith speak. You might be familiar with Smith if you watch the ABC hit show Scandal where she is portrayed by Kerry Washington as “Olivia Pope.” After binging on the show this past summer, I was extremely excited to put a real person behind a character that inspires not only women, but anyone who has ever overcome adversity.

Judy Smith is a crisis management expert and CEO/president of her crisis management firm, Smith & Company. Smith served as Special Assistant and Deputy Press Secretary to President George H. W. Bush and her firm has advised such notable people as Monica Lewinsky, actor Wesley Snipes and NFL quarterback Michael Vick. Pretty impressive, huh?

Judy Smith spoke at The University of Texas at Austin as part of a regular series hosted by the African American Culture Committee. She talked on the subject, “Good Self, Bad Self: Transforming Your Worst Qualities into Your Biggest Assets.”

She explained that she would give us three key pieces of advice to help us on our journey to success. But first, she wanted to clear a few things up: she’s never had sex with the president, or any president for that matter, and if you wanted to think of her as a godfather-like figure who orders her associates to beat people up for information – think again. Smith is as ethical as a person can get.  Standing there tongue and cheek, she earned her self a roar of laughter and a round of applause from the audience.

So what did the master of communication have to tell us? Some great advice and awesome quotes:

1. Power in being yourself: “Know who you are and know that’s more than enough”

While working at the District Attorneys office, the president’s press secretary was wowed by a press conference Smith was leading and immediately wanted her to interview for a position at the White House. Smith explained that when interviewing for the position, she never hid who she was—she was upfront about her politics and even shared that she disagreed with many of the president’s views. Being true to herself earned her a job at the White House and a compliment from the president, who let her know that honesty is invaluable.

2. Need to be prepared

How did Smith get the job at the White House? You guessed it, because she was prepared.

Full of humor, Smith went on to tell us that five days before leaving to New York for a job, her life took a detour. She was at lunch with a friend—in tennis shoes she wanted to point out—and met with four attorneys that worked with her friend. These attorneys weren’t just anyone, they helped manage crisis during the Reagan Administration. Tennis shoes and all, Smith made quite an impression, which made the attorneys offer her a job on the spot. The attorneys went as far as calling her new boss and convinced him to let her go, even after she spent her signing bonus.

I’m not sure if it’s preparation or luck with Smith, but through the joking and story telling, Smith made a great point, “If I wasn’t ready for the job, then I wouldn’t have gotten the job.” Good enough for me!

3. Character and ethics matter: “You have to believe what you want is possible”

“Character and ethics matter. Don’t listen to people when they say it doesn’t,” Smith said. In a time where people and businesses walk a fine line between what’s ethical and not, it’s important to set solid boundaries and ethics for yourself. In Scandal, the metaphor “wearing the white hat” is talked about frequently and isn’t far away from how Smith deals with uncomfortable situations. If it’s something she isn’t okay with doing, then she won’t do it, like representing clients such as Casey Anthony and Lacy Peterson.  This mantra is consistently represented by Smith’s character Olivia Pope who constantly talks about “that gut” that helps you know when a situation “smells bad.”

To close her speech, Smith ended with one more powerful statement: “You can try anything you want, but I also believe that there are things you are meant to do and this was mine.” Following this statement she was asked if she’s accomplished everything she wanted to in, which she replied, “I feel like I’m just getting started.”

Judy Smith left a lot of things for me to think about in my own path for success. What key pieces of advice keep you on track? Comment here!

FYI – Why does Olivia Pope wear so much white? Because it’s Judy’s favorite color of course!

PR Ethics – The Difference Between Right and Wrong

“Jiminy Cricket at the Magic Kingdom / Disney World by JeffChristiansen, on Flickr”

Let’s face it, gang, PR ethics is – at the very root – knowing what is right and what is wrong. It is a motto that we all must live by, whether you are in public relations or not. Every day when I drop my daughter off at school, without fail, I tell her these three things:

  • I love you.
  • Be a good friend today.
  • Do the right thing.

Doing the right thing can be tough, though. Just ask Johnny Manziel and the communications team at Texas A&M. It’s rather obvious that we (the public) do not know the whole story, nor will we probably ever know for sure if Johnny Football took that money for signing autographs. But it’s highly likely that (he did) and that the athletic department insiders at Texas A&M know the truth. But because of pressure from the University and the looming kick-off to the 2013 football season set with high expectations for the SEC Aggies and their Heisman trophy-winning quarterback – things were, let’s just say…”taken care of” and Johnny Manziel was benched for only half of a football game.  All of this justified because, well, that’s just the way college football works. Who cares if it was slightly unethical and against the rules?

When the pressure is high to succeed, sometimes PR ethics can be chucked out the window. But that doesn’t make it right. As PR professionals, our ethics are what build our reputations – with clients, media and analysts. At Ketner Group, we pride ourselves on being honest and transparent to our clients as well as to the media and industry analysts that we work with on a daily basis. As Michael Herman, APR Fellow with the PRSA said at the recent Southeast Region Conference, “Tell the truth, always. That way you don’t have to worry about what you said. How you treat people matters.”

September is Ethics Month at PRSA and is a time for members and non-members alike to think about what ethics means to them, both on a personal level as well as within their own organizations and the clients they represent. Check out the line-up of activities that PRSA has planned to help inform and educate us about PR issues in our industry.

For those of you in Austin, make sure to register for the September luncheon where you’ll be treated to a terrific line-up of speakers who will lead a discussion on PR ethics in the digital age with plenty of “tips and tricks” on how to use social media responsibly.

Martin Luther King, Jr. once said, “The time is always right to do what is right.” I love this quote for many reasons, but it does have a relatable message for those of us in PR. If you feel like what you are doing is wrong, then it probably is wrong. If your gut tells you that the “communications decision” you are about to make is wrong, listen to your gut – it’ll never steer you wrong.

If you are still not sure what the right decision is, download the PRSA Ethics mobile app to set you straight. It’s like a mini PR ethics book in your back pocket or purse.

And if you are still not sure what to do, well, I would encourage you to listen to the words from the song “Let Your Conscience Be Your Guide” from the classic Disney movie, Pinocchio.  Those songwriters MUST have known someone in PR!

Happy pitching!