ShopTalk

Making Social Storytelling Visual

There’s no doubt that 2012 was the year of the image when it came to social marketing – and from the look of things, this trend isn’t going anywhere anytime soon. As James Leal-Vallias said in his January 2012 The Social Media Monthly print article, titled “Looking Your Best in Social Situations,” we’ve quickly rediscovered “something cavemen, pyramid builders and other ancient people knew instinctively – communicating with imagery is brutally effective.”

Just look at some of the major developments in social media across 2012:

• Pinterest, the pinboard-style photo-sharing social network that launched in late 2011, saw its popularity skyrocket last year, ranking #3 among social networks behind Facebook and Twitter. It also reached a benchmark 10 million unique monthly visitors faster than any other website ever, according to comScore data.
• Instagram, a social photo-sharing site that allows users to snap pictures and apply digital filters before sharing with friends, became so popular that Facebook spent $1 billion to purchase the company in April 2012. Recently, Facebook and Twitter launched similar filtering features for their own photo sharing capabilities.
• Facebook brought visuals to the forefront of personal and company profiles with its new Timeline layout, allowing users to easily tell their story through photos, videos and other multimedia. The cover photo feature was so popular that Twitter and LinkedIn subsequently incorporated a similar layout for users of their sites.
• Internet memes, such as Texts from Hillary Clinton, infiltrated daily life thanks to social media. Texts from Hillary received 45,000 Tumblr followers, 83,000 Facebook shares, and 8,400 Twitter followers – and that was just during the one week in April that the Tumblr page was updated. Hillary herself even thanked the site for “all the LOLz.”

For PR practitioners, the explosive adoption of multimedia on social networks has caused a drastic shift from what we’re used to – albeit a good shift, one that forces us to be creative in new ways. We’ve long used written words to tell a story and, while that will always be an important part of our industry, the emphasis now is truly on using visuals to get a message out.

At C.Fox, we focused on making visual storytelling integral to our agency’s work in 2012. From a PSA that tells the story of aging out of foster care to an infographic that details the HIV/AIDS crisis in the Southern U.S., and even in the way we engage on our own social media accounts, we’ve wholeheartedly embraced the shift to visual.

As 2013 promises to perpetuate this trend, we want to know: How are you using multimedia to tell your story online?

Goal Setting for the New Year

What is a goal?

According to the Oxford Dictionary, a goal can be defined in a number of ways, including:

• The object of a person’s ambition or effort
• An aim or desired result
• The destination of a journey

At this crucial time of  year when we evaluate how well we accomplished the goals we set last January and begin to think about what our goals will be for the coming year, it’s important to recognize that a goal is merely the end result. What about the path you take to achieve that goal?

As Alina Tugend pointed out in [what I consider to be] a brilliant New York Times article about the perils of goal setting, too many of us become so focused on the goals we’ve set – such as getting a promotion, running a marathon, starting a family, etc. – that we forget to make sure we’re learning from our experiences. Take, for example, a long-time runner who finally set the goal of running 26.2 miles and joining the growing group of elite runners who can say they have a marathon under their belt. She used to love running because it was therapeutic – maybe she came up with most of her best ideas running – but marathon training became so rigid and goal-oriented that running lost its luster and began to feel like a dreaded chore.

There’s no arguing that goals are essential to success. If you never set out to achieve anything, what exactly is your purpose? However, life can’t simply be a series of goals that we check off a to-do list one-by-one. Instead, the focus should be on measuring the important – such as a commitment to your health and fitness – rather than measuring the measurable.

We all have to set goals, and they should be big – the low-hanging fruit of goal setting is almost never fulfilling. But while you’re on the path to achieving those goals, take a break along the way. Circumstances change. Is this still the ultimate goal you want to achieve? Are you satisfied with the route you’re taking to achieve this goal? If not, it’s time to reassess. In the words of Maya Angelou, “life is pure adventure, and the sooner we realize that, the sooner we will be able to treat life as art.”

So, as New Year’s resolution season is upon us, I have three tips for you:

1. Be bold. At C.Fox, we always strive to push beyond the expected and deliver something truly valuable and extraordinary for our clients.
2. Be reasonable. While the C.Fox team always pushes itself to be better, we also don't want to fall short of expectations -- and that's why we ensure that all our goals, while bold, are also achievable.
3. DON’T be afraid to change course. In PR, as in most industries, it's always a good idea to evaulate yourself mid-way through a project to make sure the goals you started with still hold true and, if they don't, to recalibrate your priorities before continuing to move forward.

How to Pitch the Media: 10 Tips from the Inside

What’s the best way to pitch the media? How soon should I follow up? Can I incorporate social media into my media outreach? These are all questions that PR pros battle on a daily basis and, given that every reporter is different, questions that even the best can sometimes get wrong. Taking an opportunity to gather insight from a number of notable reporters – Amanda Terkel, of Huffington Post; Amy Harder, of National Journal; Molly Walker, of Fierce Markets; and Melissa Romero, of Washingtonian – C.Fox’s Eileen Collins and Julie Feldman pulled together a number of tips from last month's Media Roundtable, hosted by WWPR at the National Press Club in D.C.

1. Exclusives are still a great way to reach reporters; in fact, they are more important now than ever. With so much information out there and so many outlets covering the same issues, reporters like hearing that someone wants them to cover the story first. C.Fox taps into this strategy on a regular basis-- which lets the client and the reporter win in the end. Have a look at this recent exclusive which we granted to USA TODAY for client AIDS United:http://usatoday30.usatoday.com/news/health/story/2012-06-15/aids-diagnoses-south/55655150/1
2. At the same time, if a story has already been covered to death – and you can’t offer a unique, new angle – reporters aren’t as likely to pick it up. Just like PR pros are trying to break through the clutter to get their clients’ messages out, reporters are trying to break through the clutter to make a name for themselves and the outlet they work for.
3. Although reporters don’t want to cover a story that has already been written about everywhere else, it can be helpful to get a small outlet to cover your story first. This technique gives you a little credibility, and you can take the small publication’s piece to a larger outlet for a more in-depth piece. C.Fox once had an article placed in the US Airways in-flight magazine, which helped us then land a 4-minute-plus segment on the TODAY Show!
4. If you’re inviting a reporter to cover an event, make sure something about the event is newsworthy – it can be the release of a new report, or simply a keynote address by a newsworthy speaker. Reporters need a reason to take several hours out of their day to attend an event, so make sure you give them one.
5. Don’t send an email and then follow up immediately by phone. Follow up by phone only if the pitch is time-sensitive, otherwise it’s best to follow up by email or a phone call a few days later.
6. Email subject lines are crucial – they should be short and sweet and paint a very good picture of what you’re emailing about. And putting the reporter’s name in the headline doesn’t increase the chance your email will be opened; it’s actually a pet peeve.
7. Similarly, emails should be short and sweet. Keep it to a paragraph if possible. Reporters are generally swamped and working toward a number of deadlines – they don’t have time to read full-page pitches from every PR person that reaches out.
8. Make sure your team is coordinated. It goes without saying, but only one person from the PR team should reach out to a reporter. And be sure to double check to make sure you have the reporter’s name, publication name, etc. correct. It’s easy to make mistakes when doing mass outreach, so be extra careful.
9. It’s great to use social media to get/stay on a reporter’s radar, but this particular panel of reporters came to a consensus that they don’t like being pitched via social media. They all suggested that PR pros avoid asking them to tweet about a client or event – it essentially turns their Twitter profile into an advertising platform.
10. Be cognizant of what’s going on in the reporter’s world. Know what days of the week and what times of day are likely to be crazy for reporters, and avoid pitching them during those times.

Public Speaking: Practice Really Does Make Perfect

Some years ago, after a prominent public figure, often regarded as a potential Presidential candidate, bombed trying to give an off-the-cuff speech to a caucus of the House of Representatives, a New York Times reporter turned to me and said, “It’s the height of arrogance not to prepare for a speaking opportunity.”

It seems that Clint Eastwood was not in the room at the time.

At C.Fox, we tell our clients that the key to presenting—whether speech making or simply appearing on a panel—is live practice.  And even the best public speakers know this.  One does not need to be a Romney supporter to recognize that his acceptance speech at the Republican National Convention was carefully crafted and well-rehearsed to the point that it seemed, well, unrehearsed.  It was an impressive delivery of an important speech.  As a former convention manager, I cringe when I see someone winging it and am relieved when I see a crisply delivered speech which was, no doubt, the result of practice.

And what of that Presidential hopeful?  Many people say that Lee Iacocca’s candidacy came to a screeching halt that day.

Presenting is an important part of telling your story. It’s an opportunity to share what you do, what you have, and what you know with others that shouldn’t be squandered. Practicing before an audience makes your presentation stronger, and practicing before a critical audience (as the public often is) makes it perfect.  Practice: believe me, it works. 

Top 3 PR Lessons for a Young Professional

This year marked my fifth anniversary with C.Fox Communications, and this August, my third full time year with the agency. Before I embark on another year of new projects and experiences, I wanted to reflect on a few lessons learned along the way.

1. Always have a thought.

This is especially important for young professionals, and it means a range of things to me. First, don’t just sit there and wait to be told what to do. Think about the situation and take initiative. It’s fine to ask questions, but you can demonstrate leadership, and learn more in the process, if you offer your take alongside them.

Always having a thought is also about speaking up. As Michele Moore, PR Manager for Text100, put it in this great PR Daily post about the best PR advice you’ve ever received, “When you walk into a meeting with a client, say one smart thing and ask one smart question.” Show your value; prove that you’re thinking critically at every stage.

 

2. Responding fast makes all the difference.

This is a simple lesson, but an excellent habit to form early on. In a world of 24/7 connectivity, colleagues, clients, and media appreciate a quick response – even if just to acknowledge you’re working on it, and let them know when to expect an answer.

For colleagues, a fast response can help a day run smoother. For clients, it ensures they feel taken care of. And for media, well, it can make or break a story opportunity, and is critical to building a relationship.
 
 

3. Remember that “attention to detail” isn’t just a buzz phrase.

As Brian Fox, our managing director, says on his bio page, “Relentless attention to detail is a competitive advantage.”

A significant part of attention to detail is proofreading – ensuring your writing, format, and design is correct and consistent. But I think, as paradoxical as this may sound, that it’s also about understanding the big picture. You must be able to take a step back and look at the overall strategy of a project in order to notice when small details are missing or wrong.

 

*Bonus tip*: Don’t forget to have some fun.

Members of the PeepFox Communications design team, Brian Fox and Julie Feldman, assemble the peeps diorama of the C.Fox conference room in spring of 2012. To the right is the finished product, and for more views of PeepFox, check out Facebook.

 

What other lessons would you share?

This year marked my fifth anniversary with C.Fox Communications, and this August, my third full time year with the agency. Before I embark on another year of new projects and experiences, I wanted to reflect on a few lessons learned along the way.

1.       Always have a thought: This is especially important for young professionals, and it means a range of things to me. First, don’t just sit there and wait to be told what to do. Think about the situation and take initiative. It’s fine to ask questions, but you can demonstrate leadership and learn more in the process, if you offer your take alongside them.

Always having a thought is also about speaking up. As Michele Moore, PR Manager for Text100, put it in this great PR Daily post about the best PR advice you’ve ever received, “When you walk into a meeting with a client, say one smart thing and ask one smart question.” Show your value; prove that you’re thinking critically at every stage.

2.       Responding fast makes all the difference: This is a simple lesson, but an excellent habit to form early on. In a world of 24/7 connectivity, colleagues, clients, and media appreciate a quick response – even if just to acknowledge you’re working on it, and let them know when to expect an answer.

 

For colleagues, a fast response can help a day run smoother. For clients, it ensures they feel taken care of. And for media, well, it can make or break a story opportunity, and is critical to building a relationship.

 

3.       Remember that “attention to detail” isn’t just a buzz phrase: As Brian Fox, our managing director, says on his bio page, “Relentless attention to detail is a competitive advantage.”

 

A significant part of attention to detail is proofreading – ensuring your writing, format, and design is correct and consistent. But I think, as paradoxical as this may sound, that it’s also about understanding the big picture. You must be able to take a step back and look at the overall strategy of a project in order to notice when small details are missing or wrong.

Say What You Want to Say, When You Want to Say It

At C.Fox Communications, our media and presentation skills sessions always include this admonishment:

You can’t always control what others say but you can always control what you say, how you say it and when you say it.

Two events in recent days reminded me of this and both provide lessons for all of us.

The death of Marvin Hamlisch, one of the most accomplished and versatile composers of our time, was announced this way by the New York Times:

“Marvin Hamlisch, the Pulitzer Prize-winning composer who imbued his movie and Broadway scores with pizazz and panache and often found his songs in the upper reaches of the pop charts, died on Monday in Los Angeles. He was 68 and lived in New York. He collapsed on Monday after a brief illness, a family friend said.”

The Times, as well as every other notable news organization, went on at length to re-count his achievements, including winning every creative prize imaginable including an Oscar, a Tony and a Pulitzer. Yet the cause of his death wasn’t reported and is still not widely known.  Perhaps it was because his friends and family wanted his accomplishments to be the focus of our attention. There was no hint of foul play or an effort to disguise the cause – just no mention of it with a consistent reliance on “a brief illness”. And it worked.

The second event came late Friday night when the news broke that Mitt Romney would announce his pick for Vice President the next morning in Norfolk, Virginia. The announcement site might have been considered a tip-off that his selection would be Virginia Governor Bob McDonnell. Yet we learned later that Governor Romney had made up his mind on Representative Paul Ryan before they met clandestinely several days earlier in Brookline, Massachusetts. 

The Romney camp knew that due to the 24 hour media watch placed on potential nominees, efforts to preserve the news would be difficult if not impossible. Disappointed hopefuls would need to be notified and if the news was handled properly in the spirit of “you only have one opportunity to make a first impression”, an event would need to be orchestrated befitting the stature of the announcement.  Indeed, the campaign succeeded at keeping the news under wraps until the 11^th hour – notable in this day and age – and the announcement event on the deck of the USS Wisconsin, set to the Jerry Goldsmith score of the Harrison Ford movie “Air Force One,” went off without a hitch.

Two events – one unexpected and one planned – both benefited from a desire to say what you want to say, when you want to say it in the manner that you want it said.  Impossible?  Well it’s not easily accomplished in this day of insatiable appetite for news but for Terre Blair (Hamlisch’s wife), and Mitt Romney, I’m sure they are glad that they got to tell their news the way they wanted to.