Taking a Stand: Communicating with Difficult Ceos

January 12, 2015 prnewsonline.com Issue 2 Vol. 71 Taking a Stand: Communicating with Difficult CEOs

When ‘emotional The Cowboys partially own By the Numbers Legends Hospitality, operator intelligence’ wins out of a soon-to-be opened obser- Email and the Internet top the list of important tools vation deck at the 104-story for online workers One World Trade Center, Percentage of working Internet users who say each is “very New Jersey Gov. Chris Christie which is operated by the Port important” to doing their job... certainly has a flair for con- Authority, according to The sistency. But it’s the kind of Wall Street Journal. Email 61% consistency that could give PR Legends was selected fol- pros heartburn. Earlier this lowing a competitive public The Internet 54% month Christie accepted a procurement process. However, Landing phone 35% plane ride to Dallas and a seat Governor Christie was not at the Cowboys’ playoff game in involved in the bidding, the Cell or smartphone 24% a luxury suite from team owner Journal said. No matter. The Jerry Jones, who has a busi- optics of the governor’s rela- Social networking sites 4% ness relationship with the Port tionship with Jones may come Authority of New York and back to haunt Christie should Source: September 2014 Panel Survey New Jersey. Page 6 ▶ PEW RESEARCH CENTER

▶ PR Writing By Beth Monaghan DID YOU KNOW Photo courtesy: kck photography How to Transform Press Releases 1. Dealing with massive egos requires a different set of PR tools. (p. 1) Increasing the appeal story worthy of publication in a Headlines often 2. Despite the best inten- newspaper. are slapped tions, press releases are still to reporters is crucial This might sound humorous onto a press release with little cluttered with jargon. (p. 1) as you consider the hundreds thought. Before you write a 3. Social media users of press releases you’ve seen headline, stop and ask—what engage with many traditional “I rarely use press releases.” and written that begin with, is the most interesting thing media brands. (p. 2) When we asked an NPR pro- “ABC Corporation, the leading about this release? I don’t mean 4. A single placement for ducer about how he uses press provider of best in breed ecom- the most interesting fact in a single story won’t thrill releases that was his response. merce solutions...” the release. Consider that fact The press release is a lost art. Yet today’s news cycles make senior management. (p. 3) Page 7 ▶ 5. Online video is a surefire In many situations, it has the reality of verbatim pick-up become a communications a real possibility—that is, if the way to help digitize legacy PR Advice brands. (p. 6) tool that reporters regularly, release is written well. Time- often willfully, ignore. Yet PR constrained bloggers often take from the Pros 6. A spokesperson’s quote people diligently continue pieces of news releases and use is a good place for a bit of “The story is not in your controversy. (p. 7) writing and issuing them. I them as part of their stories. studied public relations at the While this may be question- notebook, on your laptop 7. The ability to generate Newhouse School at Syracuse able journalism, it means the PR value and ROI remains a University, a journalism school, chances for PR pros’ messages or iPad. Get out and find it.” Herculean challenge. (p. 8) and focused heavily on the to remain intact are higher. Read more great advice in tenets of journalism. Newhouse I would argue that it also PR News’ Best PR Advice Compendium taught that a press release means we need to rethink the prnewsonline.com/prpress should be designed as a news press release.

©2015 Access Intelligence LLC. Federal copyright law prohibits unauthorized reproduction by any means and imposes fines of up to $100,000 for violations. ▶ Data Dive Metrics that are helping to define the communications field

Group Editor, Matthew Schwartz, ISSN 1546-0193 212.621.4940, [email protected] Editorial Director/Events, Steve Goldstein, New Magnets from Old Media 212.621.4890, [email protected] Graphic Designer, Yelena Shamis, 301.354.1838, [email protected] A growing number of brands and organizations look to get their messages Content Manager, PR Events, Richard Brownell, 212.621.4693, [email protected] out via the social platforms owned by legacy media companies. Writer/Editor, Brian Greene 212.621.4917, [email protected] Director of Marketing & Event Logistics, Kate Schaeffer, 301.354.2303, [email protected] Meet the new boss. Same as the A still-common refrain that cating that engagement is not Director of Market Development, Laurie M. Hofmann, old boss. A totem of the digital senior managers make to their close to being realized yet, 301-354-1796, [email protected] VP of Marketing, PR News Group, Amy Jefferies, age is that traditional media PR executives, we’re told, is, with audience engagement far 301.354.1699, [email protected] companies eventually will have ‘I don’t care what you do, just outpacing the content growth Marketing Coordinator, Rachel Scharmann, 301.354.1713, [email protected] their lunch eaten by all the get the story in The New York for the media publishing cat- VP of Content, Tony Silber, scrappy online media brands Times.’ But how long before egory, said Tania Yuki, CEO of 203.899.8424, [email protected] SVP/Group Publisher, Diane Schwartz that don’t suffer from legacy managers change that tune to, Sharablee. 212.621.4964, [email protected] President & CEO, Don Pazour costs or layers of management ‘I don’t care what you do, just “For PR professionals, this Chief Operating Officer, Heather Farley (and meetings). make sure the story gets on the represents a huge opportu- Yet amidst the ongoing Times’’ social channels? nity in partnerships, as social PR News ADVISORY BOARD proliferation of digital publica- Indeed, engagement for readers also show strong Paul A. Argenti - Tuck School of Business Mary Buhay - Gibbs & Soell tions, traditional media brands media publishers grew an affinities for key brand cat- Ned Barnett - Barnett Marketing Communications Steve Cody - Peppercomm have an ace in the hole: a flight average 186% across Facebook, egories,” she added. “Social Neal Cohen - APCO Carol Cone - Edelman to quality among consumers, Twitter and Instagram in readers are engaging with Peter Debreceny - Gagen MacDonald Christopher L. Hammond - Wells Fargo combined with a robust pres- 2014, rapidly outpacing all seven or eight publishers each Mike Herman - Communication Sciences Laura Kane - Marsh ence on social platforms. U.S. brands, which grew by an month and, as engagement Ken Makovsky - Makovsky Michael McDougall - McDougall Communications Old media companies are average 108%, according to an increases across platforms, we Larry Parnell - George Washington University Mike Paul - Reputation Doctor LLC pouring tremendous resources exclusive study by social media see more brands looking to Deborah Radman - Senior PR Consultant Brenda C. Siler - Communications Director AARP D.C. into their websites and then analytics company Shareablee. partner with publishers who Stephanie Smirnov - Edelman Helene Solomon - Solomon McCown & Co. heavily pushing the content Frequency of posts and can truly drive engagement Mark Weiner - PRIME Research PRN PR News BOARD OF CONTRIBUTORS onto their social channels. tweets increased by 71%, indi- with quality audiences.” Dave Armon - Brand.com Andy Gilman - CommCore Consulting Bruce Jeffries-Fox - Jeffries-Fox Associates Angela Jeffrey - Salience Insight Richard Laermer - RLM Public Relations ShareableeShareablee Media MediaShareablee PublishingPublishing Media Publishing Ranking Ranking Ranking Richard Levick - Levick Strategic Comms Ian Lipner - Lewis PR/YoungPRpros January 1 – December 31, 2014 Maureen O’Connell – Cone Communications January 1 – December 31, 2014 Katie Paine - Paine Publishing LLC ShareableeALL SOCIAL PLATFORMS Media BYJanuary FOLLOWERS Publishing 1 – December Ranking 31, 2014 John Roderick – J. Roderick Inc. ALL SOCIAL PLATFORMS BY FOLLOWERS Rodger Roeser - The Eisen Agency January 1 – December 31, 2014 Unique Lou Thompson - Kalorama Partners Total Total % % % Actions Reid Walker - Dir. of Communications, United States Senate AllALL social SOCIAL platforms, PLATFORMS per BYfollowers: FOLLOWERSv i ii Engaged Unique iv Brand FollowersTotal ActionsTotal Actions% Actions %Actions % iii per Post Actions Tom Martin - College of Charleston v i ii AudienceEngaged iv Brand Followers Actions Actions Actions ActionsUnique iii per Post Group Subscriptions - Laurie M. Hofmann, Total Total % % % AudienceActions 301-354-1796, [email protected] v i ii Engaged iv Brand Followers Actions Actions Actions Actions iii per Post Additional Copies & Article Reprints - 1 National Geographic 52,067,327 579,041,344 10.05% 0.26% 89.69% 32,085,162Audience 23,343

Contact Wright’s Media, 877-652-5295; info@ 1 2 NationalThe New Geographic York Times 52,067,327 wrightsmedia.com 23,551,939 27,536,100579,041,344 73.41%10.05% 26.59% 0.26% 0% 89.69%12,063,690 32,085,162 1,735 23,343 1 3 National GeographicTime 52,067,327 579,041,344 10.05% 0.26% 89.69% 32,085,162 23,343 2 The New York Times 23,551,93914,762,584 40,467,89427,536,100 74.93%73.41% 10.91% 26.59% 14.16% 0%17,681,059 12,063,690 1,485 1,735 2 The New York Times 4 Vogue 23,551,93914,586,082 27,536,10036,141,992 20.68%73.41% 3.45%26.59% 75.87%0% 3,795,06712,063,690 1,2461,735 Published weekly by Access Intelligence, LLC 3 Time 14,762,584 40,467,894 74.93% 10.91% 14.16% 17,681,059 1,485 4 Choke Cherry Road, Rockville, MD 20850 3 5 TheTime Economist 14,762,584 40,467,894 74.93% 10.91% 14.16% 17,681,059 1,485 4 Vogue 11,874,778 7,251,773 68.12% 31.53% 0.35% 2,965,336 1,032 Client Services: 4 Vogue 14,586,082 36,141,992 20.68% 3.45% 75.87% 3,795,067 1,246 i 14,586,082 36,141,992 20.68% 3.45% 75.87% 3,795,067 1,246 Phone: 888.707.5814 • Fax: 301.309.3847 The total actions metric includes post-level likes, shares, favorites, retweets and comments. 5 ii The Economist e-mail: [email protected] m 5 % actionsThe Economistmetric notes the portion11,874,778 of actions (likes,7,251,773 shares, favorites, 68.12% retweets and comments)31.53% attributable0.35% to a platform.2,965,336 1,032 i ii 11,874,778 7,251,773 68.12% 31.53% 0.35% 2,965,336 1,032 New York Editorial Office: Unique engaged audience metric references the number of people who engaged with the brand on Facebook. i i v 88 Pine Street, Suite 510, New York, NY 10005 Thei totalActions actions per post metric metr icincludes notes the post average-level number likes, shares,of actions favorites, garnered byretweets a property’s and page.comments. ii Thev total actions metric includes post-level likes, shares, favorites, retweets and comments. Phone: 212.621.4890 • Fax: 212.621.4879 ii Total followers includes all fans and followers across Facebook, Twitter and Instagram in the past 30 days. % %actions actions metric metric notes notes thethe portion of of actions actions (likes, (likes, shares, shares, favorites, favorites, retweets retweets and comments) and comments) attributable attributable to a platform. to a platform. i ii i ii Subscription/Renewal Coupon Unique Unique engaged engaged audience audience metric references references the the number number of peopleof people who whoengaged engaged with the with brand the onbrand Facebook. on Facebook. iv i v ❍● I want to subscribe to PR News for $1,049/year ActionsActions per per post post metr metricic notesnotes thethe averageaverage number number of ofactions actions garnered garnered by a byproperty’s a property’s page. page. v v or $1,998/2 years, and receive weekly issues ShareableeTotalTotal followers followers includes includes Media allall fans andand followers followersPublishing across across Facebook, Facebook, TwitterRankings Twitter and Instagramand Instagram in the pastin the 30 past days. 30 days. plus unlimited access to the online premium content and archives. January 1 – December 31, 2014 Name:______AllALL social SOCIAL platforms, PLATFORMS per BY engagement: ENGAGEMENT Title:______Shareablee Media Publishing Rankings Organization:______Shareablee Media Publishing RankingsUnique Address:______January 1 – December 31, 2014Total % % % Actions Total City:______State:_____ ZIP:______i ii Engaged iv v January 1 – DecemberBrand 31, 2014Actions Actions Actions Actions iii per Post Followers Phone: ______Fax:______ALL SOCIAL PLATFORMS BY ENGAGEMENT Audience

Email:______ALL SOCIAL PLATFORMS BY ENGAGEMENT Unique I want to renew my $1,049 or $1,998 subscription ❍● 1 Total % % % Actions Total to PR News. My account number is: National Geographic 579,041,344i 10.05%ii 0.26% 89.69% 32,085,162EngagedUnique 23,343 iv 52,067,327 v ActionsTotal % Actions% iii ActionsFollowers Total ______Brand Actions Actions% per Post 2 i ii AudienceEngaged iv v Charge my Card No.______TheBrand Huffington Post 120,259,434Actions 92.37%Actions 6.38%Actions 1.25%Actions 67,578,755 6,047iii per Post9,943,520 Followers Exp.______Signature:______Audience 3 BuzzFeed 85,309,738 88.72% 11.17% 0.10% 43,657,062 12,171 6,182,786 ❑■ Check enclosed (Payable to Access Intelligence, LLC) 1 National Geographic 579,041,344 10.05% 0.26% 89.69% 32,085,162 23,343 52,067,327 4 In MD add 5% tax. Postage and processing add/yr: 1 Bleacher Report 81,774,542 78.35% 15.49% 6.16% 42,555,562 7,456 4,441,288 $20 within U.S., $99 outside U.S. Fax to 301.309.3847 2 NationalThe Huffington Geographic Post 579,041,344120,259,434 92.37%10.05% 6.38%0.26% 1.25%89.69% 67,578,755 32,085,162 6,047 23,3439,943,520 52,067,327 5 J-14 Magazine 81,166,350 98.91% 0.62% 0.47% 35,013,924 21,628 5,189,663 For subscribers only: full access to PR News 2 3 article archives at www.prnewsonline.co m The HuffingtonBuzzFeed Post 120,259,43485,309,738 88.72%92.37% 11.17%6.38% 0.10%1.25% 43,657,062 67,578,755 12,171 6,0476,182,786 9,943,520

3 4 Bleacher Report 81,774,542 78.35% 15.49% 6.16% 42,555,562 7,456 4,441,288 BuzzFeed 85,309,738 88.72% 11.17% 0.10% 43,657,062 12,171 6,182,786 2 5 prnewsonline.com | 1.12.15 4 BleacherJ-14 Magazine Report 81,774,54281,166,350 98.91%78.35% 0.62%15.49% 0.47%6.16% 35,013,924 42,555,562 21,628 7,4565,189,663 4,441,288

5 J-14 Magazine 81,166,350 98.91% 0.62% 0.47% 35,013,924 21,628 5,189,663 ▶The Checklist Business Wise PR pros do themselves no favors by taking a ‘We’re the good-news people’ approach with senior managers. They need to take a closer look at how their actions can play a role in the business.

A recurring knock on busi- side. Whether it’s a failure nicators still have miles to go will help you demonstrate to ness communicators is that to use language that upper before they convince decision- managers how you are influ- they, well, don’t pay enough management will comprehend makers that PR is a profit encing their business strategy attention to the business. That or a lack of financial goals in center and not a cost center. and growth targets. It’s the goes for PR pros working in- exchange for (mostly useless) With that in mind, here are most salient PR effort to make house as well as on the agency media impressions, commu- some pointers to consider that this year. PRN

Getting PR Past the Goal Posts

üü Be strategic. Carve time into your schedule to sit down and üü Communication is the end goal. The reason we practice learn about outreach and marketing message campaigns planned public relations is to convey a thought or message, usually for the coming quarter. With this knowledge, identify, measure through a story. We market this message as news to generate and deliver value by combining a public relations campaign that interest. But, in the end, it’s all about using third-party news has a message aligned with the market campaign. agencies to help communicate a brand’s message.

üü Realize the importance of social media. Social media platforms üü If you accept this direction and reality, then it starts to offer an increasingly important communications channel to convey make a lot more sense that PR has a lot in common with messages. Once you have obtained a placement worthy of promo- content marketing, as the two disciplines share the same objec- tion, leverage social media channels to expand its reach. Don’t think tive. In fact, when working on both objectives as a combined you have just one window to do outreach—promote your item for execution of this strategy, the results often can be amplified days, weeks and even months after its initial placement. We are all significantly when each feeds off the other. Of course, from an busy, so not everyone will see the first mention of your story. ethical perspective, we should be promoting something that is news. You certainly can’t fabricate an item just to get a message üü More is better. A single placement of a story will seldom be remembered. Some say a message must be repeated seven times out there. Fabrication might work once, but it will fail in the before it will be remembered. Keep this in mind. The more times long term. a message is conveyed, the better chance the target-audience will hear and retain it. üü Don’t neglect the importance of SEO. I would be remiss if I didn’t include a reference to the importance of search engine üü In the same train of thought, it makes a lot of sense to repur- rankings. After all, whether we like it or not, Google, Bing and pose content. Turn a contributed article you’ve created into the other search engine sites are the gatekeepers that hold the keys basis for a blog post. Once you have a theme or story that your to helping our target-audience find content. The greater success target audience is interested in, keep telling your story enough we can achieve in aligning these interests, the higher number of times until the audience gets it. readers we will ultimately acquire. üü

Source: Gordon Benzie, director of public and analyst relations at Dassault Systèmes

January 28, 2015 | 12:00 - 2:00 p.m. | Grand Hyatt New York

Join us on January 28 at the Grand Hyatt in New York City where we’ll honor the first-ever PR News’ Top Women in PR, a group of outstanding women who have made bold advances in managing crises, developing brand messages, protecting and building brand reputations and creating content for digital platforms. LUNCHEON www.prnewsonline.com/top-women2015 Contact Rachel Scharmann at [email protected] with questions. 25206

prnewsonline.com | 1.12.15 3 ▶Case Study PR Effort Helps Bring the Soap Box Derby Up to Speed Photo courtesy: AXA MEDIA AXA courtesy: Photo Pro bono work reaches a higher level in 2014

The first All-American Soap Box Derby took place in 1934. At the height of its popularity, the Derby attracted high- profile Hollywood stars such as Ronald Reagan and Jimmy Stewart and big-name sponsors including Chevrolet. As many as 50,000 spectators would gather each summer at the world-famous Derby Downs in Akron, Ohio, to watch kids race downhill in homemade soap box derby cars. But as the new millennium began in 2000, media interest in the Derby had started to wane and the organization struggled financially. In a digital world, the START YOUR ENGINES: AKA MEDIA INC. arranged pro bono time and services for the First Energy All-American story of kids unplugging and Soap Box Derby, including a live, six-hour, six-camera webcast that attracts more than 10,000 viewers and national competing in gravity-powered media coverage ranging from ESPN to Fox News to the Weather Channel. cars wasn’t resonating, and the future of the non-profit organi- the event on a pro bono basis. a multi-year sponsor, the All- the organization, raise aware- zation was uncertain. The agency worked closely with American Soap Box Derby now ness and boost exposure to Fast forward to 2009, when Bob the Derby for the next five years, is known as the First Energy national sponsors. The project Troyer, public relations chairman but in 2014 the Derby raced All-American Soap Box Derby. continues to evolve, but the for the All-American Soap ahead to a new level. goals remain consistent: Box Derby, approached AKA Perhaps most important THE GOALS MEDIA INC. to help promote, was a change in branding. AKA recognized a terrific • Reignite media interest. Raise publicize, broadcast and digitize With First Energy on board as opportunity to help revitalize media awareness of the Derby and its community of dedicated fans and increase visibility and Tips for Effective Pro Bono Work exposure to sponsors. • Digitize the Derby. By digi- tizing the Derby to make it ▶ Get involved for the right reasons. By connecting with your mentor network and more visual and visible, AKA identifying a project where you can affect real change, your staff won’t feel like you are adding more work to its plate. Instead, staffers will be grateful for the opportunity helped connect grassroots com- to support an organization in which they feel they are making valuable contributions. Andrew Krause munities of local racing organizations and influencers world- ▶ Showcase your company’s skills. Working with paying clients, AKA’s goal is to go wide with dynamic content vertical and showcase the company’s full capabilities. A pro bono assignment is an opportunity to experiment and explore new ground, where money is no object for brainstorming and developing that’s designed to be shared. ideas. Your paying clients will benefit, too, as you identify new best practices and prove your con- • Professional development cepts. Whether it’s promoting viral video, traditional media relations or a convergence of video con- for the staff. Working with the tent, AKA shares its pro bono experiences with paying clients. Derby provides AKA with an opportunity to explore best ▶ Professional development. The AKA relationship with the Derby spans many years and goes far beyond Race Week. Each year, the Derby engages with the entire agency team, giving everyone a practices and experiment with chance to participate. For example, junior-level staffers are given assignments above their pay grade new technologies and strategies. with a chance to shine. By leveraging staff experience and offering professional development opportunities for junior staff, entry-level employees also feel like they’re making a positive contribution. —A.K. THE EXECUTION Celebrity involvement, once a critical component of the

4 prnewsonline.com | 1.12.15 Derby’s visibility, remains THE RESULTS PR News Announces Top Women in PR extremely important. In 2014, AKA secured 144 AKA has a goal for 2015 broadcast TV airings, including The awards luncheon will take place at the Grand Hyatt in New York on to invite Ohio native and pro- national coverage on ESPN’s Jan. 28 (to register go to prnewsonline.com). For sponsorship opportuni- fessional skateboarder Rob flagship program SportsCenter, ties, please contact Diane Schwartz at [email protected]. Dyrdek and NFL quarterback Fox News and The Weather • Shante Bacon, 135th Street Agency Watkins LLP Johnny “Football” Manziel to Channel. Here are some of the • Erika Kauffman, 5W Public Relations • Drisha Leggitt, LCS Technologies experience the “thrill of the specifics of the results: • Sandra Fathi, Affect • Jessica Nielsen, Lockheed Martin hill” in a winner-take-all race • Huma Gruaz, Alpaytac Marketing • Jenn Michaels, MGM Resorts to benefit a local charity. • 144 broadcast airings Communications/Public Relations International What began as a small reaching 18.5 million impres- • Susan Gordon, Bell Helicopter • Karen Murphy O’Brien, Murphy project to shoot video of the sions via live satellite inter- • Amber Winans, Bhava O’Brien Public Relations race and distribute it to TV sta- views, live radio interviews, Communications • Carreen Winters, MWW tions reached new heights in live Skype interviews and • Heidi Davidson, BlackBerry Ltd • Lisa Hartenberger, Navistar Inc. 2014, with live satellite TV and b-roll distribution before and • Cari Brunelle, HBC • Jenna Thomas, Nebo Agency Skype interviews with racers after the race. • Joie Healy, Cisco Systems • Kelli Parsons, New York Life from throughout the world, a • 134 websites, blogs and influ- • Lauren Pratapas, CNN (formerly Fannie Mae) six-camera live webcast, Web encers sharing content from • Lauren Thompson, Coca-Cola • Anne Brownlee, Omni video production and distribu- AKA’s Social Media News North America Hotels & Resorts tion of all content featuring a Release resulting in more than • Virginia Devlin, Current Lifestyle • Cessie Cerrato, Palace Resorts Social Media News Release. 100,000,000 online impressions. Marketing • Laura Monica, Pepco Holdings Inc. What is more, by culti- • A six-hour, six-camera live • Jody Diamond, Diamond Public • Silvie Casanova, Philips Lighting vating relationships with local webcast reaching more than Relations • Tina Beaty, Porter Novelli race communities and orga- 10,000 viewers • Catherine Frymark, Discovery • Jennie Day-Burget, Prichard nizations, AKA now is able to • Dramatic increase in social Communications Communications distribute pre-race B-roll to engagement with Twitter and • Mory Fontanez, Edelman Digital • Maura Payne, RAI Services groups prior to the race each Facebook. • Amy Call-Well, EY Company year. This makes it easier for • Online exposure to the Derby • Karen Kessler, Evergreen Partners • Justine Griffin, Rasky Baerlein stations to put together feature is trending in the right direc- • Marty McDonald, Fahlgren Strategic Communications stories focusing on how local tion with more than 10,000 Mortine • Julia Labaton, RED PR organizations are competing for webcast views and dramatic • Sandra Gonzalez-Levy, Florida • Susan Reilly, Reilly Connect a chance at a world champion- increases in social sharing International University • Kathy Bloomgarden, Ruder Finn ship, an angle media prefers. of video content and overall • Sylvia R. Tawse, Fresh Ideas • Pam Fielding, SevenTwenty AKA also shoots and dis- engagement with influencer Group Strategies tributes broadcast B-roll on race communities. With AKA’s • Maura Corbett, Glen Echo Group • Trisha Cardoso, Showtime day, so that media outlets have Social Media News Release, • Lauren Lawson-Zilai, Goodwill Networks Inc. access to footage of the race pitching and community Industries International • Camille Johnston, Siemens (and its results). This same-day outreach, 134 websites, blogs • Hanna Lee, Hanna Lee Corporation footage sharing is critical and and influencers shared con- Communications Inc. • Susan Stern, Stern + Associates gives the Derby a chance at tent resulting in more than • Nicole Mehr, HARMAN • Judy Whittlesey, Susan Davis national exposure that was pre- 100,000,000 online impressions. International Industries Inc. International viously not possible. • Cari Brunelle, Hellerman Baretz • Jessica C. Adelman, Syngenta In 2014, AKA negotiated In 2015, AKA will continue Communications Corporation with a satellite truck vendor to push creative limits for the • Kathleen Henson, Henson • Sydney Siegmeth, TASER to donate equipment and staff 78th running of the Soap Box Consulting Inc. International time. With that deal AKA was Derby, with live video stream • Courtney Quattrini, Hill+Knowlton • Aedhmar Hynes, Text100 able to conduct live TV inter- featuring sponsor content Strategies • Jennifer Thompson, Thompson & views with national TV out- and real-time celebrity social • Lynn Gardner, HISTORY and H2 Co. Public Relations lets, such as FOX News and media interactions. We’re • Sabrina Horn, Horn Group Inc. • Susan Leepson, Time The Weather Channel. The raring to go. PRN • Anastasia Khoo, Human Rights Warner Cable agency has continued to con- Campaign • Sona Iliffe-Moon, Toyota Motor duct live TV Skype interviews • Katreena Salgado, Imprenta Sales, U.S.A. Inc. with racers, often connecting (This article was written by Communications Group LLC • Diane Pelkey, Under Armour them with their hometown Andrew Krause, CEO of AKA • Beth Monaghan & Meg O’Leary, • Monica Talan, Univision TV news stations. MEDIA INC.) InkHouse Media + Marketing Communications Inc. AKA produced a live radio • Jennifer Connelly, JCPR Inc. • Melissa Waggener Zorkin, media tour, as well. The tour • Liz Kaplow, Kaplow Waggener Edstrom provides an opportunity for Communications Communications the CEO of the Derby to share CONTACT: • Barri Rafferty, Ketchum • Deborah Buks, Ward the Derby story with national Andrew Krause, akrause@ • Jamie Zuieback, Latham & • Allyson Hugley, Weber Shandwick sports radio outlets. akamediainc.com

prnewsonline.com | 1.12.15 5 Ego Management ▶ Page 1 he decide to run for president which requires using an entirely has the same caliber,” Coyle said. a certain scenario, PR managers in 2016, which seems likely. different set of communication “Then the PR manager needs to need to couch his actions in What is more, a video (that tools than dealing with your typi- get that person in a room, alone numbers and data. “You have went viral) of Christie cel- cally confident (yet even-keeled) with the CEO and see if he can to focus the bad behavior on a ebrating the Cowboys’ playoff CEO. sway the CEO as to why to take a number or a financial liability win with Jones, a billionaire, “You have to realize whom certain tack or behavior (or not).” and calculate the costs, whether may conflict with Christie’s pop- you’re working with, understand it’s client churn, damage to ulist image should he seek the the dynamics of the personality THICK(ER) SKIN reputation, negative impact on Oval Office. (It’ll be interesting and approach him or her in a To prove your value to big egos investor confidence and impact to see if Christie treks to Green way that they’ll respect,” said means having elephant skin. on innovation and creativity.” Bay to watch the Cowboys take Sandra Coyle, founder of Coyle Owning a legitimate relation- Many CEOs and senior man- on the Packers in a divisional Communications, which spe- ship with the boss is one thing, agers tend to live in a bubble. playoff game, which took place cializes in crisis management. but picking him up by the lapels And when they’re about to take after the close of this newsletter.) “It’s not regular tactics and strat- to convince him that his actions any action whose costs outweigh The latest Christie kerfuffle egies, but using tools that work could have seriously unintended the benefits, the onus is on PR comes less than one month after for that person and personal- consequences is another. managers to prick that bubble. a report on last year’s George izing the issue for him. It’s prac- “You need to learn to speak in “You have to sit down and Washington Bridge scandal ticing emotional intelligence.” terms that matter to the egoma- show the downside,” said Jill found no evidence of Governor When grappling with out- niac,” said Deb Hileman, presi- Schmidt, senior principal at Christie’s involvement. But sized egos—and trying to per- dent of the Institute for Crisis SPONG, who is charge of the Christie’s reputation certainly took suade the CEO that something Management. “Behavioral change PR agency’s crisis management. a hit as a result of that dust-up. that he or she is headstrong is uncomfortable, but people are “You have to play hardball.” PRN about may not be the best idea unlikely to do the work required DIFFERENT TOOLKIT and could hurt the brand—one for change until the current state CONTACT: Christie’s Dallas trip could create remedy for communicators is to becomes more uncomfortable Sandra Coyle, sandra@ political fallout, resulting in added take the “PR” out of the equation. than making a change.” coylecomms.com; Deb Hileman, difficulties for his PR team. PR “If the CEO is not taking PR Hileman stressed that rather dhileman@crisisconsultant. pros are familiar with CEOs with advice the PR manager needs than talk to the CEO and senior com; Jill Schmidt, jill.schmidt@ hard-to-handle personalities, to recruit or find someone who managers about the “optics” of spongpr.com

Tips for How to Handle Huge Egos

If you’ve yet to work alongside, sented my first internal news- that had just presented a new remarks about or report to, an egomaniac, letter for her review. As she campaign to a client. Everyone equal pay for count your blessings. But, read it, the egomaniac’s face lauded the creative, and the women in the one day down the road, you got redder and redder. She felt CMO nodded her approval. workplace) or will. Here are tips to handle an some of my headlines “made But, something didn’t feel right a blank stare executive whose ego and antics light” of the firm’s serious work to me. It was the visual used in to a reporter’s Steve Cody make Donald Trump look tame. (i.e. “Mining new processes the print campaign. It uninten- oh-so-easy question (to wit, Katie Couric’s 1. Be a very quick study. The for ABC Coal Company,” tionally reinforced a negative skewering of Sarah Palin’s odds are good your egoma- etc.). Eventually, she lifted her stereotype about the egoma- reading list is my all-time niac will sit you down and cigarette lighter and lit my niac’s organization. I inhaled favorite example). tell you his or her goals and newsletter. Note to self: drop deeply and said, “I don’t think objectives. That’s fine. But, the puns. it works.” I explained why and, Managing outsized egos is not after what seemed like an hour, it’s almost irrelevant in terms 2. Push back. The average ego- for the faint of heart. It takes the CMO said, “He’s right. From of how successful you’ll be in maniac is surrounded by a guts, insight and an early- now on, I want the PR guy managing this person’s ego. pack of sycophants only too warning system that rivals the involved in what the ad agency To do so, quickly study what happy to agree with whatever Pentagon’s. But, it also can shows me.” Ah, such bliss. makes the person happy. Of misguided choice he or she be highly rewarding and teach equal importance, learn what makes. That works for a while, 3. Identify reputation risks in you lifelong lessons to boot. upsets the person. I reported but toadies are a dime a dozen advance. How many CEOs, Sometimes. to an egomaniacal CEO who and easily expendable. So, politicians and other high- fancied herself a wordsmith (I pick your spot, square your profile blowhards unintention- This sidebar was written by hadn’t taken time to learn that jaw, straighten your backbone ally have headlined the nightly Steve Cody, co-founder and about her in advance). About and push back on the big shot news, thanks to an ill-advised CEO of Peppercomm. He can one month after landing my in no uncertain terms. I once comment (Think: Microsoft be reached at scody@pepper- gig with the firm, I proudly pre- worked alongside an ad agency CEO Satya Nadella’s brutal comm.com

6 prnewsonline.com | 1.12.15 Press Releases ▶ Page 1 within the context of the mar- novelists: Make the opening ket. Draw out why it matters interesting. The ABCs of Press to readers, which is not neces- If Louisa May Alcott had Releases (Per NPR) sarily why it’s important to the started “Little Women,” with NPR’s Steve Inskeep and Richard Harris reported on the win- company issuing the release. “This book chronicles the ners of the Nobel Prize in Medicine for “Morning Edition.” James A reporter at The New York lives of four sisters,” instead of, Rothman, Randy Schekman and Thomas Sudhof shared this Times said, “The more direct, “Christmas won’t be Christmas year’s prize for their discoveries surrounding the “machinery regu- the better” when it comes to without any presents,” would lating vesicle traffic.” This is not the language of the average third press releases. The worst press you have read further? grader or the average NPR listener. releases, she said, are those that Try leading with the “why” Yet, Inskeep and Harris made this accessible to the average stretch to make their collec- instead of the “what.” Perhaps listener by providing real-world analogies and plain language tions of facts into a story. you are announcing a new descriptions of the discoveries. They have massive implications, Another bad practice is to vice president who will sup- but without an easy-to-understand explanation of their impact, no try to link your message to cur- port a growing practice that is one would know, save the Nobel Prize Committee. rent events when there really changing your industry. That So how did they describe these discoveries? They went back to isn’t a connection. For example, practice’s aims are much more the basics of a good press release: “In the wake of Hurricane interesting than a personnel Sandy, corporate event planners announcement. ▶ What: Inskeep said that the three scientists had, “figured out how cells package up material like hormones and how they deliver look for celebrations that are those materials to other cells. This is one of the most basic func- charitable, yet festive.” SHOW, DON’T TELL tions for living cells, and diseases can result when the machinery The debut of a product, No serious reporter will use goes awry....” the opening of an office or copy that sounds like mar- ▶ How: Inskeep provided this: “This is how cells communicate with the hiring of a key executive keting collateral. With the each other. The cells transmit substances to one another. This is are not interesting in and of exception of quotes, copy the phone line. This is the FedEx system.” themselves. for a press release should be To make them compelling, factual. This does not mean it ▶ Why: Harris made it very clear. “...this is very, very basic stuff the release must illuminate can’t be interesting too. that you need to understand if you’re going to cure diseases like diabetes or some neurological diseases or immune system dys- why the company is making In fact, it must be inter- functions.” the move, what need it fills esting. Avoid color com- and who will benefit in ways mentary until you get to the I am certain the scientific community would balk at this simpli- that matter. quotes. Creative Writing work- fied explanation. It is, however, instructive for communications professionals. At its heart, a successful press release must tell a The inverted pyramid shops call this showing instead compelling story. A company that has a transformational break- still applies. Decide what sets of telling. through deserves media attention. Yet a company that cannot your announcement apart and As we said above, show translate the breakthrough into accessible language will never be include it in the headline and why the announcement mat- heard beyond its own community. —B.M put it high in the press release. ters. Use third-party data While you are writing and support to back up headlines, remember that less facts. Colorful words alone is more. Keep your headline do more to detract from or she thinks, so focus it on the in your industry is a great tight. Twitter has made us the news than add to it. In meaning of the news, not how way to spark interest. This more comfortable writing practice, this means that you he or she feels. also makes their quotes a lot in 140 characters or fewer, should avoid adverbs, those A great quote also emu- more quotable. PRN and headlines should be easy tempting words that often lates the spokesperson’s speech to tweet. To optimize your end with “ly.” pattern. Get to know your release for search engines, spokespeople and help them (Beth Monaghan is principal keep your headline to fewer STRAIGHT TALK get quoted more frequently by at InkHouse. The article is an than 66 characters. If there is cause to issue a press making their quotes authentic excerpt for PR News’ Writer’s release, the reader assumes and interesting. Guidebook. For a copy, please go GRABBY LEAD your spokesperson is excited. Remember, too, that the to prnewsonline.com/prpress/.) Nothing makes me want to When you begin an executive’s spokesperson’s quote always push the delete button more quote with the phrase, “We’re is a good place for a little than a story that begins, excited to...” you’ve lost an controversy. “InkHouse Media + Marketing opportunity to say something This does not mean he today announced that it has meaningful. The quote is the or she should disparage the CONTACT: hired a new vice president.” one place for your spokes- competition, but a perspec- Beth Monaghan; follow her on Take a lesson from the great person to talk about what he tive that is contrary to others Twitter, @bamonaghan

prnewsonline.com | 1.12.15 7 ▶ On Topic By Mark Weiner 6 Tips to Prove the Value of Public Relations in 2015

Big budgets are not The indirect route calls for uated throughout the year, not if you score a reviewing executive speeches, just in December. “9” and your necessarily required annual reports and industry competitor scores a “7” and last issues to add context to what 4. Commit to measure year you scored an “8,” what you’ve learned from manage- performance versus objectives. management needs to know is A large research budget is nice, ment. Avoid limiting your plans The simplest way to demon- that you beat the competition but you can prove PR’s worth solely to PR objectives; extend strate success is to set quantifi- and improved on the previous without one. It’s important your vision to influencing the able objectives aligned with the year. to think ahead to December organization’s overall success. organization and authorized by 2015, when management will management—and then beat 6. Communicate perfor- assess PR’s performance and 2. Uncover management’s them. The objectives you set mance consistently and con- the degree to which it and you often-secret evaluation with management must foster stantly, whether management met expectations, delivered on preferences for PR. A brief easy evaluation in your reports. asks for evaluation or not. promises and contributed to online survey using free tools For example, if an objective Even if management hasn’t the success of the company. As enables you to determine is to keep the volume of nega- asked, your reports will create we know, communicating PR’s management’s preferences tive coverage below 10 percent an appetite for more measure- value remains among the pro- for evaluating PR success: and you achieve 9 percent, use ment and, over time, more fession’s most daunting chal- Positive media coverage? Beat your report to reinforce your public relations resources. lenges. Yet if PR pros commit the competition? Once you’ve success. Remember that interim to doing what’s required with determined management’s reporting throughout the year prescience, insight and deter- preferences and the organiza- 5. Deliver results in the allows for course correction mination, your daily actions tion’s needs, align your PR tac- language of business. In set- while there’s still time to refine. will yield better and proveable tics and strategies in ways that ting our objectives at the begin- results for the brand or organi- drive undeniable success. ning of the process, we will Conventional wisdom zation you are representing. discover that management does suggests that proving value Below is a step-by-step 3. Set objectives that are not understand or appreciate requires a big budget and approach to proving PR’s con- measureable, meaningful measures like “buzz,” “hits” sophisticated research. Nothing tribution to the top and bottom and reasonable. The key to and “media awareness” and yet, could be further from the truth. lines and communicating it to proving PR’s value is to set many professionals continue to While resources certainly upper management. goals that align with the orga- confuse management by using help, the most important nization and satisfy manage- this sort of jargon. requirements are your com- 1. Assess your organiza- ment’s preferences for deter- Instead, consider the mitment to measure and your tion’s objectives and match mining value. language of the boardroom: willingness to negotiate quanti- them to your PR strategy and Once known, we must Presenting your data in terms fiable objectives with manage- tactics. Inquire directly and translate this knowledge into of “results versus objectives” ment. PRN indirectly. The direct method objectives that can be clearly or “results compared to com- requires you to ask manage- articulated (measureable), petitors” and “results over time” CONTACT: ment now about what the easily reflected in organiza- makes it easy for everyone to Mark Weiner is CEO of organization seeks to achieve in tional objectives (meaningful) understand your success. PRIME Research. He can be 2015: Increased sales? Game- and achievable (reasonable). In many cases, management reached at weiner@prime- changing product launches? These criteria ensure that need not fully understand the research.com. Follow him on Attracting great talent? results are monitored and eval- methodology. For example, Twitter, @weinermark

Join PR News on Jan. 28 for a half-day workshop that will explore the PR News Workshop: qualities of leadership in PR, the unique challenges that PR leaders face Leadership Strategies for and how to attain and exercise a leadership outlook. Workshop Trainers: Communicators Barri Rafferty, Senior Partner and CEO, North America, Ketchum Ellen East, EVP & CCO, Time Warner Cable January 28 | 8:30 - 11:45 a.m. | Grand Hyatt NYC Questions? Contact Rachel Scharmann at [email protected]

www.prnewsonline.com/leadership-workshop-2015 25265

Experts from Google, PBS, Human Right Campaign and Finn Partners will lead 8 interactive sessions. You’ll become an expert in: You’ll take away practical knowledge on • Developing compelling content that raises how to: your search ranking on Google • Understand Google’s latest SEO ranking • Using Google Analytics data to answer key factors questions about which content drives traf c • Mix up your content mediums to increase • Employing keywords, links and meta tags visibility effectively without harming your page • Develop content for speci c ads that will ranking draw clicks and conversions • Creating an AdWords campaign that is right • Understand the basics of Analytics so for your brand that you can move on to more complex • Using Google+ and Hangouts as an measurement additional way to engage customers • Create measurement reports that accurately • Develop and cross-promote video content and effectively track your progress with YouTube • Create quality video content on a budget, or with no budget Bonus Tip Sheets & Lists • Connect Google+ with YouTube to expand your content options All attendees will receive the following: • Understand YouTube Analytics and use it • 4 Pillars of Content Strategy to make adjustments to your video content • 7 Tips for Working KPIs Into Your strategy Measurement Strategy • Use Google Trends to create searches that • The Anatomy of On-Page SEO return compelling data that can enhance • 5 Tips for Great Visual Storytelling your content • 5 Ways PR and Advertising Are Working • Create opportunities to reach new Together to Create Key Messages audiences through Google Helpouts • Executive Summary of the Full Day Written • Recognize what kind of content Google’s by the PR News Editorial Staff search algorithm favors now

Register Online: www.googleconference2015.com Questions? Contact Laura Snitkovskiy at 301-354-1610 or [email protected] 25103

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