Valleywag Sucks!

Not really. I actually like reading it quite a bit. But I wanted to lead with that because it was just one of many entertaining comments I heard at the Social Media Club Boston event last night. (Note: The quote was from Dan Lyons stating that they didn't out him as the Fake Steve Jobs)

PRSA puts on great programs, but we are not the only font of PR knowledge. Judging by the number of PRSA members I saw there, you all agree with me.

I wanted to share a few interesting snippits from the event:

Josh Bernoff’s advice to companies planning to engage the blogosphere (POST):

P—Profile (who are you trying to reach)
O—Objectives (What do you want to do?)
S—Strategy
T—Technology (How do you want to do it?).

It is a mistake to pick a Tech and build from it (i.e. What are we going to do with Facebook?).

He also stated companies need to have one of five goals before creating their blog and engaging in the blogosphere:

Speaking
Listening
Energizing (getting people to help you sell your stuff)
Support
Embracing—Get other people to help you design your next product/services (i.e. Dell and the Linux PC)

Have something to measure against. (a common theme of mine, so I was glad to hear it) What’s the goal? Not just “we need to”

They summed it up nicely – Social media is only bad for liars.

We will continue some of this discussion at the PRSA September event on measurement on 9/25. See you then.

It's Free AND it's great - 7/17

The third in our series of free programs for PRSA Boston members is being held on July 17 at Foley Hoag. We are trying something new and making this a breakfast program.

"Performing Great PR Even in Mile Wide, Inch Deep Conditions"

Do you manage PR for multiple clients, multiple lines of business, or multiple offices? It is rare today for PR practitioners to have the luxury of focusing on one enterprise. How do you sustain winning programs and ensure you are staying on strategy while tending to daily fires? At this free breakfast program, you will learn the answers from two seasoned PR professionals who have been there in the trenches — Meghan Magner, Public Relations Manager at Foley Hoag LLP, and Stephanie Goldstein, CMO at WilmerHale.

Space is limited. If you are a non-member and want to come:

1) You should join
2) Convince a member to bring you...

If you are a member and want more details - click here.

Rebuilding Brand America - June 14

The June PRSA Boston program is going to be one to remember, and one I think will be of particular interest to senior-level managers. (That doesn't mean new professionals should not come though - everyone can get a lot out of it).

Dick Martin, former EVP of PR and Brand Management for AT&T and distinguished author, will be speaking on rebuilding brand America. He will share his insights into what America and American business must do to safeguard the future of American business abroad.

Martin will speak on the topic of his newly released book, Rebuilding Brand America, which shows how U.S. global companies can help rebuild America’s reputation by becoming new, more sympathetic ambassadors to the world—without loaded political agendas.

Martin will discuss topics from his book, which include:

· How America is perceived around the world and why.
· How the practice of capitalism in America is different from the rest of the world and what that means for U.S. multinational companies.
· How many traditional American values differ from ideals in the rest of the world. How that can lead to misunderstandings and conflict.
· How branding works. Why it is not advertising or PR and what it has to do with anti-Americanism.

Following are the details:

Date: June 14, 2007 – 6:00 - 8:30 p.m.
Networking/Dinner: 6:00-7:00 p.m.
Program: 7:00-8:30 p.m.

Place: Foley Hoag LLP Law Offices
Seaport World Trade Center West
155 Seaport Boulevard
Boston, MA 02210


Seating is limited. Sign up now by clicking here.

Beer helps you be a better PR person!

If I told you drinking beer can make you a better PR person, many of you that don't know me would wonder if I lost my mind. (Those that do would helpfully offer to take my extensive single malt collection off my hands).

But, last night at the Boston Beer Company (makers of the great Sam Adams beer), Michelle Sullivan, the company's director of PR shared some great advice on product PR with 30+ PRSA Members over a few glasses of adult beverages.

What I really liked about the program is that Michelle focused on six case studies - five that showed what they did well and one that showed what they tried that failed. Many of these case studies have lessons I can apply to my technology accounts.

They audience was full of questions and the tour was a great way to kick off the evening. (Look for a more extensive recap in our June newsletter) What did you think?

Following are some pictures to show off the night:

Great event at the Boston Globe

I delayed a bit in posting this (for I wanted to plug our Sam Adams event), but the joint PRSA Boston/Publicity Club of New England event at the Boston Globe was absolutely fantastic.

I have been to many of these "Meet the Editor" events over the years, and this one contained more useful tips, tricks and insight that any three others combined. The editors went beyond the typical points to really provide insight into how to work with them, what they are planning for their sections and provide updates on the Globe's plan for its Website.

I was turned on to the White Coat Notes blog and have been told there are many more to come.

I really want to thank Kelly Woodsum, Executive Director of the PubClub (as well as Beth Bryant the PRSA Boston Chapter administrator) - they did all the heavy lifting for this event. Tom Nutile, your president-elect did a great job moderating. And last but not least, thanks to all the editors who gave of their time.

Don't forget - three PRSA events in May. I hope to see you all there.

Product PR and beer

On May 15, PRSA Boston is going to combine two great things (no, not chocolate and peanut butter)...product PR and beer. This will be a memorable program. Come and check it out - and improve your PR skills in the process.

Find great conversations, cool libations and a tremendous learning opportunity all in one program! - “Samuel Adams Shares Its Recipes For Product PR Success”

Michelle Sullivan, director of public relations for Boston Beer Company (the makers of Samuel Adams Beer), will pour forth tips, tricks and best practices for product and beverage public relations success.

Since joining the Samuel Adams Brewery, Sullivan has lead a number of high profile initiatives, including the product PR launches for Samuel Adams Light and Samuel Adams Utopias, and the multi-year development and implementation of the “Samuel Adams/VH1 Summer Jam,” at which 53 radio stations broadcast live from the brewery.

Sullivan will discuss:
- A day in the life of a PR executive for a beer company,
- How Boston Beer Company gets the most from its product launches,
- The secrets to successful events,
- How to find and capitalize on opportunities when competing against larger companies,
- Lessons Sullivan has learned and how you can apply them to your jobs.

Also: Prior to the event, during the networking section, participants can take a guided tour of the Samuel Adams Brewery. Sample refreshments will be served.

SEATING IS LIMITED, SO GET HOPPING AND REGISTER TODAY!

Date: May 15, 2007 – 6:00 - 8:30 p.m.
Brewery Tour: 6:00 - 6:45 p.m.
Networking/Dinner: 6:00-7:30 p.m.
Discussion and Q&A: 7:30-8:30 p.m.

Place: Boston Beer Company/Samuel Adams Brewery
30 Germania Street
Boston (Jamaica Plain neighborhood), MA 02130
For directions, go to: http://www.samueladams.com/contact_tour.aspx

To register, go click here.

Introducing Free Programs for PRSA Boston Members

It's something I have been talking about for a while, and it took longer than I wanted it to, but the free program series for PRSA Boston is finally off the ground.

This first program is Thursday, May 10, and the topic will be “How to Become a Strong Manager – Making the Transition From SAE Level to Manager”

Human resource directors from SHIFT Communications and Schwartz Communications will lead a round-table discussion with Senior Account Executive and Manager-level agency employees to provide guidance for handling the trials, tribulations and joys faced on a daily basis as a manager at Boston-area public relations agencies. Tips and tricks for developing your management skills will also be shared.

Topics that will be discussed include:
- Tips for helping your team prioritize;
- How to eloquently, yet firmly, push back on a client;
- How to manage a diverse team: what to do when same-level teammates are performing very differently;
- Ways to establish two-way communication; and
- Appropriate ways to respond to emotional issues, as well as to emotional employees.

Date: Thursday, May 10, 2007
Time: 6:00 p.m.
Location: Business Wire
Two Center PlazaSuite 500Boston, MA 02108

Space is limited. Please respond to jjewett@shiftcomm.com by Tuesday, May 8 to reserve a seat.

Expect to see many more free programs over the course of the year for PRSA Boston members on a wide variety of topics.

What Dora the Explorer can Teach us about PR

I realize the blog hasn't contained as much though-provoking content as some would like, so I decided to rectify that...

When people think of fonts of PR Wisdom, they often think of senior practitioners, educators, authors, APRs and Edward Bernays. If you casually suggested that Dora the Explorer is a font of PR Wisdom—at best people would conclude that you spend too much time watching television with your children.

While that may be correct, the architecture of the show really does live the essential values of a great PR campaign and provides guidance on what PR professionals can do to motivate their teams to go above and beyond the call of duty.

Now I don’t really believe the creators of the show set out to create a roadmap for PR success. But they have. (Either that, or I really have been watching too much TV).

Following are 10 fundamental PR lessons Dora not only expounds, but lives. If we incorporate them into our daily practice, we will be better practitioners.

Planning is essential—Before Dora sets out, she establishes a clear plan with a concrete final objective. There are measurable steps along the way. Sound familiar? Having a quantifiable and concrete goal and determining the best way to get there is the essential element for conducting a strategic, results-oriented PR campaign.

Ask questions—Anyone who has watched one episode of Dora can tell you the most common question on the show is “Where are we going?” Well, PR pros need to ask the same question before developing or implementing any campaign. If we don’t have a clear understanding of the desired end result, the odds are we won’t accomplish what we want.

Make a Map—Just because you know your plan doesn’t mean everyone else does. Create a clear “map” that everyone can follow so all constituencies understand the plan, the direction, potential obstacles and the final objective.

Reiterate objectives so you don’t lose sight of your goal—Dora doesn’t just set a goal and hopes she achieves it. She reiterates the key steps along the way and solicits input from her key publics (friends and you). By regularly reminding our teams, agencies and company management where we are going, you can be sure the PR campaign does not become distracted by “nice to haves.”

Never start a campaign without your backpack—PR professionals need the right tools to do the job. While the specific tools may vary – focus groups, releases, events, thought leadership campaigns, etc.,—as PR pros we have a number of tools in our backpack – and it is essential to pick the right tool for the task. By being prepared and knowing what we have, we can overcome obstacles we are likely to face and advance the campaign towards our end objective. Dora has different tools in her backpack each episode. This shows that one size does not fit all. We need to look at each situation and bring the right tools to the table.

The power of friends—A company won’t realize its PR goals or objectives without help. Enlist friends to spot distractions and help you reach your end goal. The big mountain may be too big for Dora to climb, but Tiko in his car can zip right up over it. The same goes for reaching skeptical consumers. The CEO or VP of Marketing may not be the right person, but an author or analyst may just be the friend you need.

Fighting Communications Noise—You don’t always want to say “Watch Out!” sometimes you need to say “Cuidado” (to save Tiko the squirrel). Just because you think your messaging is clear, doesn’t mean that it is. You need to understand how your target audience communicates and adapt your communications and message to meet their needs and interests.

Beware of Swiper—With any good PR program, there are always competitors or new situations that will try to sidetrack you into reacting to them. Don’t be distracted. Focus on your goal! If you suffer a setback, quickly figure out how to fix it and get back on track.

Praise is an Essential Motivator—At every milestone you need to reinforce that success. Dora does it in two distinct ways—with the Fiesta Trio after each challenge is overcome and with a great, loud “We did it” when the overall objective is reached.

We can apply the same methodology to campaign execution. Publicly praise people when small, but important tasks are done. This gives them a feeling of accomplishment and keeps them motivated to reach the final goal. The little things matter.

When the goal is reached – don’t just note it and move on – celebrate the work the team has done. If you do this, people will be willing to go the extra mile for you in the future.

Always Review—At the end of each episode Dora always asks people to share their favorite part of the story. As PR pros we need to review each campaign to find out what worked, what didn’t and what resonated the most. We can then improve our execution for the next campaign.

What do you think? Are there other lessons we can learn from Dora? What else do you see as PR inspiration?