Trish Skram’s Blog

Posted: January 14, 2011

I always enjoy this time of year. Not just because it’s the holidays but it also marks the month of my annual review. Some people cringe. I, on the other hand, look forward to it. To me, it’s a reflection of goals, aspirations, accomplishments and hard-earned devotion of your career. In fact, I do this personally. Ron and I will sit down (usually with a glass of wine), talk about our past year, discuss what we liked, disliked and chat about what’s ahead. Whether it’s a cooking class we want to take, investment idea we hope to build or project we want to accomplish at work, it always seems to come together if we spend the time to document it and revisit. Many think it’s silly.

If you work for a business and/or organization, you probably have an annual evaluation of some sort. Writing solid job performance goals can help you be successful in your career. It certainly has helped me. You must, of course, work toward meeting the goals and, when you do meet them, update your goals or write new goals to continue moving ahead in your career. Goals that are written well are focused, influential, realistic and measurable; these are what I call FIRM goals. Whether you’re writing  goals personally or for work, keep these helpful tips in mind:

Goals are meant to help motivate, not demoralize. So, when you’re writing your goals, be ambitious but realistic.

Start each goal with an action verb, a word that describes an activity (e.g., produce, sell, improve, encourage and contact).

Use a standard of measurement. Maybe it’s the PR gal in me. Not sure. These words were drilled in my head as a young communications student. Make your goals measurable but realistic. Provide an end date or time so that you’ll know when your job performance goals are met. Try NOT to use the word “success” when writing job performance goals. It’s a great word but it’s not measurable. It’s too vague. Instead, use words that define success for you in a specific area. For example, a goal to “become a better sales person” is not a measurable goal. A better, more attainable goal would be “to increase my individual sales by at least 5% by 2012.”

Keep your goals relevant to your job (or life) by understanding the goals of your department and the company as a whole. Your job performance goals should relate directly to your departmental (or organization) goals, which, in turn, support company-wide goals.

Find out how your job performance goals fit into your performance appraisal process. Your performance may be more easily evaluated if it involves determining how well you achieve your previously set goals.

Hope this helps you. Any tips or ideas that work for you? Please share and join the conversation.

Technorati Tags: FIRM performance goals, how to write goals, how to write performance goals, how to write solid job performance goals, performance goals for yearly evaluation, work evaluation

As a PR person working for a large company (and hospital), the famous PR crisis phrase, “Tell it all, tell it fast and tell the truth” have never really hit home for me yet. I’m lucky so far– I’ve never had to handle a disaster while working in the field (god forbid). I’ve have, however, dealt with minor crises. Truth is, no organization is far from a PR disaster. A company’s brand reputation can be compromised or seriously damaged in a split second. It’s how you manage the crisis and how you disseminate important information that helps save you from a PR nightmare.

I reflect and evaluate national PR disasters all the time. You have to, especially if you’re not experienced. I think to myself: Did they have a documented crisis management plan? Did they review it in advance? How effective did they disseminate information? Did they seem to have a public information officer (PIO) or joint information system (JIS) organized in advance?

Crisis management is so important to my employer and myself that my boss and I became certified in advanced emergency management by the State of Wisconsin in February. If you’re in public relations, studying to be in public relations or have some sort of role in communications for your company, here are a few tips that I learned in training that can help you get started.

Don’t wait. Many organizations only get their crisis plans underway once a disaster has struck. Believe me, it happens more than you think. Instead, brainstorm possible scenarios or types of disasters that could happen, and start planning for them. In fact, it can be a positive process as you bring together key people to share ideas and examine scenarios.

Develop a communications plan. A swarm of media attention may snag you within minutes of news breaking. Also, think about how you will get information out to staff, supporters, investors and customers. I remember my crisis trainer (and firefighter) reiterating to trainees to get our side of the story out to customers and staff as soon as you can (if not first.) Internal communication is just as important as communication to the public. A communications plan involves identifying a spokesperson, developing press statements, setting up phone lines and finding the most appropriate place to hold press conference(s). I’ll write about this topic next week.

Be prepared to speak to the media. Even if you can’t say much because your lawyer is concerned about liability, plan to say what you can as soon as you can. Make sure your messages show concern, compassion, tell the facts and always tell the truth. That doesn’t mean you have to tell everything, but never, never lie.

Provide media training for senior management and spokespersons. Train before a disaster strikes. A lot of crisis management teams make it a regular part of employee training. The key is to do it regularly so that new people are always trained and those that are already trained, don’t become state. Realize that crises come in all forms. This can be anything from a legal dispute to customer dissatisfaction posted on Facebook. Every crisis requires slightly different responses. Brainstorm and prepare for as many as you can.

OK, PR people. I know you have stories or tips on how to handle crisis situations. Join the discussion and add a comment.

Photo courtesy of http://blogs.tribune.com

Technorati Tags: Brand reputation management, crisis public relations, Public Relations Writing, Random "Trish" Thoughts, Tricia Skram

Yesterday I was asked by a local business professional to describe what makes me unique from my competition … in only a few words. Interesting, right? I think I squandered a bit. Bummer. Here’s the thing, the question wasn’t referenced to my employer, it was meant to me. What makes me different than other business professionals in the area?

I was in a “relationship building” meeting with one of the local businesses that I keep in touch with from time-to-time about their membership with Forward Janesville Inc., Janesville’s chamber of commerce. The meeting was to discuss membership discounts, events, community initiatives and opportunities. It ended up as a personal interview about myself. Don’t get me wrong I don’t mind talking about my company or myself when the time is right. I expect that, given my profession. But I was intrigued with the question, mainly because I had never really thought about that before.

As communicators, we know how important it is to have an “elevator pitch” and to be able to explain what it is that we do for a living. I do believe it’s important to be able to describe what we (or our business) can bring to the table in a clear, concise way. I just didn’t realize I’d ever be asked in only a few words. I have prepared myself for next time. Thing is, my mentor (and teacher) in college encouraged us to do just this in an assignment. I wish I had kept that paper. I’m sure it’s on a flash drive somewhere. It would be interesting to see what I said. Have those words changed? Not sure.

So how do you come up with just a few words? I took some time to look back through my recent LinkedIn recommendations, emails and “feel good” files and looked for common themes. If you don’t have recommendations or testimonials, you could get feedback by asking people you work with for just one word to describe you.

I came up with my few words to describe me: enthusiastic, creative, leader, motivator. Have you ever pondered this? Who are you, in just a few words? Share below.

Image provided by pewresearch.org

Technorati Tags: in a few words, professional advice for communicators and business professionals, Random "Trish" Thoughts, Who are you

The photo above is a snapshot of my “clippings file” in my office. No joke. I still clip.

Public relations and advertising are two very different fields that are many times confused for the same thing, very similar or just as effective as the other. We all know that. I’m not saying advertising is the wrong way to go. I highly suggest ad placement. A well-placed advertisement can bring exposure to a brand, business or event. Absolutely. However, good publicity or media relations campaign is a far more economical way to get a very different type of media exposure. I’m a “PR gal”—which way did you think I’d go? Here’s the thing: An ad is an ad and they work, but publicity is news. And news, in my opinion, is taken more seriously.

Here are seven reasons that publicity can prove to be more effective than an ad.

1. Publicity is free while advertising can be costly
2. A media article often times asserts more credibility than a paid ad
3.  Prestigious magazines, larger newspapers, TV, radio start to cover you over time
4. You’re offered a column in a magazine or paper for your (or company’s) expertise
5. You establish yourself apart from your competitors who don’t get publicity
6. Prospects, target markets and customers recognize your brand (“I saw the article in…”)
7. Most importantly, more people pay attention to your message

That’s my list. What would you add? Write your reasons below.

Technorati Tags: customers recognize your brand, establish yourself apart from competitors, media article, media messages, PR gal, public realtions writing, Random "Trish" Thoughts, seven reasons publicity is better than ads

Multiple studies still show that consumers and journalists are searching for and reading press releases. Thank god! So, optimizing press releases for a specific audience makes it easier to find online and therefore, more of an asset for communicating news and getting traffic to your company or client’s Web site. As we all know, the value of a press release has undergone a few changes over the years. However, press releases provide a lot of content to news search engines and can rank well in Google, Yahoo or Bing. I’ve been doing massive amounts of research for my company. I’m trying to find the best media platform(s) for online newsrooms, PR distribution, list building and monitorization. I’ve also been researching other competitor sites, and local and regional PR/marketing sites to find out how others communicate their news. I’m kinda overloaded with information – so while it’s fresh in my mind, I must reiterate how important online optimization of our news … really is. It only makes sense for marketing and PR people to understand and learn how to make press release writing easier to find through keyword optimization.

Frequently forgotten press release optimization tips:
• Clearly define the goal and target audience of the release. Public relations 101: it’s essential for every press announcement

• Use Google Analytics to find popular keywords. Find target phrases that work with your press release and tag them

• Add new media to the release. Like a photo, video or podcast in addition to the copy

• Use URL tracking tools like tinyURL, bit.ly or ow.ly

• Post to your online newsroom

• Write a blog version then include a link to the press release in your online newsroom. Same for Twitter, Facebook, Friendfeed or YouTube

• Distribute the release via a wire service

• Create a social media version of the press release. Personally, I like PitchEngine. But that’s up to you. (FYI – they offer a 30 day free trial membership if you want a taste)

• Monitor how the press release ranks online (e.g. social media mentions, clicks and other outcomes via Google Reader or Google Alerts)

It’s important to know that press releases are often picked up that have links embedded into other Web sites and blogs as content. It can result in direct traffic to your site. Remember, compelling content usually attracts more links so make sure headlines and your first sentences are creative and eye-catching.

Other great resources for online newsrooms and keyword optimization:

HOW TO: Set up a free online monitorization system – PRsarahevans.com

Pull PR and newsroom optimization tactics - toprankblog.com

How to build a better online newsroom – journalistics.com

Image courtesy of widgetblogger.co.cc

Technorati Tags: press release optimization tips, Public Relations Writing, Random "Trish" Thoughts

Many times, we get stuck in the same routine. The same song and dance. Same thing, different day. We’re all busy, overworked and probably over-tired so it becomes easier to stick to what’s worked in the past. It gets tough to look outside the box … between clients, meetings, events, research, pitching, email, etc—it’s even hard to find time for anything not work related these days. It’s easy to become so inundated in your routine that you never try to add to it. In fact, if I could give you a dollar for  every time I hear “That’s the way it’s always been done,” or “It’s just easier this way,” I’d be rich!

We all recognize it, right? With all that set aside, why are we so resistant to change? Why do we like routine so much? Why do we make excuses? I’m not saying routine is bad. In fact, routine should be your solid foundation. But you should also be willing to try new things. When it comes to creative thinking (especially if you’re in the advertising, marketing or PR industry) you should live a lifestyle or do a job that inspires you, motivates you or impacts others in a positive way. In my opinion, positive change comes easier that way.

Here’s how I challenge the norm:

If you’re stuck in an idea, open a dictionary, a magazine, newspaper or read a blog. Even if it doesn’t relate to the project.

Take a shower. Don’t think about it. Sometimes the best ideas come when you’re not thinking about them at all.

Don’t watch TV. It’s a destraction. Many of you will disagree. I think it just confuses us.

Bust out some tunes. Not death metal, but something smooth and upbeat.

Do something that you fear or doubt. The overwhelming sense of triump will leave you feeling like you can conquer anything. For me, it keeps the momentum going.

If you can’t focus, do some squats (or a walk would work). Find something that will get your muscles moving and your heart rate up.

Call up an old colleague or mentor. Or get out of your chair and chat with another colleague down the hall and shoot the breeze.

So, I pose to you, are you a change-agent or a routine- performer? Why? What helps you look outside the box at work, in life? All thoughts welcome below.

Photo courtesy of http://mediabistro.com

Technorati Tags: be a change-agent, Public Relations Writing, Random "Trish" Thoughts

If you’re in public relations and/or media relations, you may have already or will at some point in your career organize a press conference when big news strikes. Hopefully it’s good news but sometimes we’re not so fortunate. When you have something to say that is new or needs to be communicated to your community FAST, it can be enhanced visually and through charismatic and knowledgeable spokespersons-that’s why a press conference is a great public relations tool. Let’s face it, there is no real formula to a successful press conference, but there are a few key points to consider that will help.

Last week, myself along with a few key individuals from within my department hosted, a press conference for my company. Learning of the news just 3 days prior to the event, it was a challenge but we managed to pull it off with ample press coverage and little snags along the way. I’m lucky to work with such amazing professionals. If you’re curious on our outcomes for this particular event, click here.

The most important factor to remember for a press conference or event is for the message(s) of your news to coincide with an issue(s) that may be on the media’s radar (timing). So, I’ve provided a list of questions to ask yourself when deeming if your news is worthy enough of a press conference and why?

Q1: Is this ‘really’ news?
Seems like a silly question, I know. But you’d be surprised how many PR people or management teams think certain things are really news, when in fact it is not. Do your research before you do anything! Talk with key individuals within your company and or client contacts. Find out what makes the news unique and how it compares to its direct competition. Does it enhance the industry, community or direct consumers? Think like a reporter, folks! Don’t just appease your clients. Would you tell a friend? If you’re still having a hard time deeming it as newsworthy – talk with someone who’s not in your direct circle of colleagues or friends. Talk to your spouse, far away relative or chat with your friends in the industry. Would they deem it as news?

Q2: Do I have statistical evidence to present to our audience?
Reporters LOVE statistics. And if you don’t provide numbers, they will ask. If your spokespersons aren’t prepared, you have a big issue on your hands because the messages could be skewed. Be sure to use good audiovisual materials to enhance your information. Charts, graphs, pictures, and other visuals should be large enough to be seen from a distance or provided in the press packets or media kits. They should deliver the point you want to make in effective and attractive ways.

Also, don’t hold a press event without materials. Be sure to put together media kits or public relations writing that includes an agenda, background information on the issue being addressed, brief bios of your panelists or speakers and other materials that support your issue.

Q3: Do I have the right venue?
Make sure the venue is appropriate. Is there parking nearby, many entrances, etc? If inside, a small room is better than a large room. Know how the room is set-up (a podium, sound system, good place to hang a banner). If the event is outside, be sure there is space for people to gather, what is the best angle for visuals? Is there room for cameras? How is the lighting? Audio? Don’t make it hard for reporters and journalists.

Q4: What’s the appropriate time to host an event with this kind of news?
Make sure the location you choose will accommodate the media. Research reporter deadlines and circulation. In my experience, a news conference should be held in the morning or early afternoon so the media have time to develop and edit their stories. Monday through Thursday are considered the best but I’ve found that Friday works too. Always allow extra time with your spokespersons for interviews before and after the conference.

Q5: Do I have enough time to pitch? Will it be picked up?
The way you get the word out to your media lists is very important – we all know that. Announce the conference with a news release, but hold the important information for the event. The invite or press release should be released 3 to 5 days before the event to give the media enough time to schedule a reporter to cover it. However, news isn’t always so convenient. You may only have a day or a few hours so be prepared to work fast. If you do have time, follow up with a phone call the day before.

Q6: If I hold a news conference and no one comes, will I lose face with the spokespersons as well as with my media contacts?
It’s simple. Yes, you can! No one like to be embarrassed or lose credibility, which can be lost fast with both your spokesperson and media contacts if you lack attendance. I’ve held a press event with little attendance, yes … and it was because the news was over communicated prior to the event, making it less newsworthy. Be sure to weigh other news as well. What’s happening in your community? The field? Will it outweigh your news? Ask yourself these questions before hosting and organizing. The last thing you want to do is lose your credibility in the midst of poor planning.

Q7: Are my spokespeople interesting to watch on TV or listen to on the radio?
Feature good speakers who are experts or community leaders. Always ask yourself, “Is this person interesting enough to watch on TV or listen to on the radio?” Before the news event, discuss the agenda with your speakers, explain the questions they might anticipate, and practice the answers they should provide. Develop talking points that communicate your key messages. Make sure that each speaker is addressing a different topic and not repeating information given by another speaker. These points may seem basic, as we’ve learned them and lived them day-to-day, but you’d be surprised what we can lose sight of when things get busy.

Q8: Are my spokespeople prepared? For anything and ANY question?
This is challenging and the most difficult part of a news conference. If you don’t prepare your spokespersons with a list of tough or controversial questions, you could be setting your, your client organization up for failure. Go through a mock Q and A. You may have to switch up your spokespersons in the last minute and that’s OK. The last thing you want to do is turn your positive coverage into a negative.

Photo courtesy of http://istockphoto.com

Remember, these are a list of the questions that I used in my experiences. So, what would you add? If you have tips to add that have helped you in your job, please share.

Technorati Tags: how to host a press conference, media relations, public relations, Random "Trish" Thoughts