By: Tina Wagner, Intern, Leonard & Finco Public Relations, Inc.
Social media, media relations, branding, issue communications, special events and crisis management are topics I assisted with during my summer internship at Leonard & Finco Public Relations, Inc. Although I was just interning, the employees at Leonard & Finco welcomed me as one of the team.
My internship dates back to last summer when I interned part-time. Even though I was only part-time, I got a feeling of how the agency worked. This summer, however, I was completely immersed in the world of PR.
Reflecting back on the last two summers, I realized a lot about the changing world of public relations. Experts do not know where the media, public relations, marketing or advertising businesses are headed. With all this uncertainty, I came to realize one thing, while the PR business is always adapting to ever-changing business practices, these four key elements of PR will forever hold true.
Communicate: One of my first experiences with Leonard & Finco. In PR, people are always communicating messages internally or externally. In order for an agency to be successful, employees need to listen, give their input and feedback, problem-solve, establish clarity and demonstrate leadership. At Leonard & Finco, the employees do this on a daily basis and allowed me to participate as well.
Camaraderie: Leonard & Finco shows what it means to have camaraderie. In an agency, not only do the employees need close working relationships, but they need to have a familiarity with the client. I witnessed balancing and maintaining the two can be difficult at times. To keep communication flowing, Leonard & Finco taught me that you need to stay up-to-date with the clients.
Prepare: The fast pace agency life means issues can spur up at a moment’s notice. In turn, employees must research clients and competitors, gather background material and strive to be the best.
Network: Lastly, Leonard & Finco taught me the importance of networking. Building up a network of diverse contacts is helpful for any business. Networking expands your contact list. This proves to be valuable for a business because word-of-mouth travels quickly between businesses. This summer I was able to attend some social functions where I saw how networking works from a professional and a personal perspective.
I want to give Leonard & Finco a big thank you for taking the time to get to know me and teach me about PR. What I learned here can’t be taught from a textbook. I really appreciate everyone’s time.
Can you think of any other key terms for the workplace? Do you feel these terms will change with the changing world of PR?
Wednesday, August 18, 2010
Thursday, August 12, 2010
Have iPads taken over?
By: Kristen Paquet: Account Executive, Leonard & Finco Public Relations, Inc.
As I was surfing through USA Today online the other morning, I came across an article that debated the issue that many knew would come up at some point: Can kids learn as well if they use an iPad vs. a textbook? Surprisingly enough, the reviews, many of which came from students, were mixed.
Here are some of the main pros and cons of using an e-reader such as the iPad or Kindle from the article:
Pros
As I was surfing through USA Today online the other morning, I came across an article that debated the issue that many knew would come up at some point: Can kids learn as well if they use an iPad vs. a textbook? Surprisingly enough, the reviews, many of which came from students, were mixed.
Here are some of the main pros and cons of using an e-reader such as the iPad or Kindle from the article:
Pros
- Saves on textbook costs
- Provides better information faster
- Lightens the backpack load
Cons
- e-readers can be a distraction knowing email and Facebook are only a click away
- The technology is still unfamiliar
- Easier to read a textbook than a computer screen
This article made me recall a seminar I attended while an intern at a public library during college called Librarians and Change: Are We Dead Yet? This is when many in the “book world” were wondering if the popularity of books available on the internet were going to put local and college libraries and booksellers out of business. The outcome from the seminar: not just yet. It seems that although people love new and fast technology, there is just something about the look and feel of a good book that can be beat. Keep in mind that I went to that seminar in 1994 – but the feeling pretty much remains the same today.
There has been a lot of media buzz around e-readers like the iPad and Kindle, but as far as being able to go the distance of meeting the demands of education – its seems to putter. While some companies have seen success marketing e-readers to the more casual reader, they still have not totally broken into the academic world.
Personally, I like to flip back and forth from pages, underline things, make notes in margins… something I just don’t see happening as freely using an e-reader. But, the mom in me says that the day I will only have to find one e-reader instead of four different school books 10 minutes before school starts for my sometimes absent minded children could be a pretty good thing. I guess even my reviews are mixed.
What do you think? Will there ever be a day when a student only needs to carry an e-reader to class or will we always long to hold an actual book in our hands?
Thursday, August 5, 2010
Two simple questions about social media
By: Susan Finco, President, Leonard & Finco Public Relations
So how exactly do you use social media and how do you measure results? Those were the two most common questions I heard this week after doing a presentation on social media to a joint meeting of TEC 15 & 30 this week. (TEC is a membership organization of CEOs and other company leaders who meet in small groups on a regular basis to share knowledge and learn about a variety of topics).
After my presentation there were several case study presentations and, again, those two questions came up repeatedly. I admit, being in a company where social media has long been a part of what we do and who we are, I take the answers to those questions for granted. But it’s a very good reminder to those of us immersed in social media (be it for ourselves or our clients), that we have to continue to reach out and let our clients and others know what social media is all about; how it works and how to measure results. Contrary to what many think, not everyone is Tweeting or has a YouTube channel.
There’s no better way for PR or marketing to make its case for integrated social media than making sure the CEO and other key leaders understand (at least a little bit) what social media is and what it can do for them; how it can positively impact not just the ROI, but the overall brand and image of the business.
How do you do that? First, spend some time with them just walking through the basics of what you’re proposing. Show them what a Facebook page (or other social media) looks like. Most CEOs will never admit they haven’t gone online to check it out (in fact, some are downright proud of the fact they never go online). It’s an education process up front. Case studies of complimentary companies, your clients or even your competition can also be a great way to show what’s going on “out there.” Have a plan for using social media, as opposed to simply saying “we need a Twitter account.” Know your target markets and the results you’re hoping to achieve. Decide how you’ll measure success. There are many measurement tools out there, ranging from simple to complex, so be sure to share what they look like.
There are no “one size fits all” answers to “how do you use social media and how do you measure results?” But the more you know – and the more you share that knowledge – the more likely it is you’ll be able to develop and implement an effective social media effort.
So how exactly do you use social media and how do you measure results? Those were the two most common questions I heard this week after doing a presentation on social media to a joint meeting of TEC 15 & 30 this week. (TEC is a membership organization of CEOs and other company leaders who meet in small groups on a regular basis to share knowledge and learn about a variety of topics).
After my presentation there were several case study presentations and, again, those two questions came up repeatedly. I admit, being in a company where social media has long been a part of what we do and who we are, I take the answers to those questions for granted. But it’s a very good reminder to those of us immersed in social media (be it for ourselves or our clients), that we have to continue to reach out and let our clients and others know what social media is all about; how it works and how to measure results. Contrary to what many think, not everyone is Tweeting or has a YouTube channel.
There’s no better way for PR or marketing to make its case for integrated social media than making sure the CEO and other key leaders understand (at least a little bit) what social media is and what it can do for them; how it can positively impact not just the ROI, but the overall brand and image of the business.
How do you do that? First, spend some time with them just walking through the basics of what you’re proposing. Show them what a Facebook page (or other social media) looks like. Most CEOs will never admit they haven’t gone online to check it out (in fact, some are downright proud of the fact they never go online). It’s an education process up front. Case studies of complimentary companies, your clients or even your competition can also be a great way to show what’s going on “out there.” Have a plan for using social media, as opposed to simply saying “we need a Twitter account.” Know your target markets and the results you’re hoping to achieve. Decide how you’ll measure success. There are many measurement tools out there, ranging from simple to complex, so be sure to share what they look like.
There are no “one size fits all” answers to “how do you use social media and how do you measure results?” But the more you know – and the more you share that knowledge – the more likely it is you’ll be able to develop and implement an effective social media effort.
Wednesday, July 28, 2010
BP stops the leak and its leadership gap
By: Cole Buergi, Senior Account Executive, Leonard & Finco Public Relations, Inc.
I’m jokingly wondering if BP read my last blog about BP’s Chief Executive Officer Tony Hayward’s public relations gaffes and that is why he was replaced on Tuesday with BP executive Robert Dudley.
Dudley, with a proven track record for handling difficult situations for BP, was first selected in early June to take the lead in the gulf oil cleanup, removing Hayward as the public face for BP regarding the spill. On Tuesday, Dudley became the first American to lead the British company.
What’s not a laughing matter is the combined sigh of relief among Americans who seem to feel more comfortable with Dudley’s leadership. Almost immediately after Dudley’s transition into the lead role for the Gulf cleanup, there was a noticeable change in how things were being done. Dudley got the team on track with messaging and began airing and printing ads on what BP promises to do to make things right.
Equally important was that the ads feature BP employees, all of whom live and work in the Gulf states and share messages that are believable. Coupled with that is the gushing pipeline has been capped, the leak has stopped and plans are to completely “kill” the well in the next few weeks.
Can Dudley take the credit for capping the well and stopping the leak? No. That would have eventually happened no matter who was leading the effort. What he gets credit for is showing compassion, a deep concern and understanding of the situation and, most importantly, offering hope that things can and will get better.
On another more positive note, reports today from the Gulf are that oil is dispersing and deteriorating faster than expected thanks to weather and water conditions. Although it will take years to fully realize the spill’s impact, all Americans are closely watching with concern and tempered hope that it is far less than feared and that everyone in the Gulf region gets their “lives back.”
BP has a long way to go to even remotely begin rebuilding its reputation, but the first steps have been taken. Under Dudley’s leadership, there appears to be a glimmer of hope.
What do you think? Can BP ever recover from this disaster?
I’m jokingly wondering if BP read my last blog about BP’s Chief Executive Officer Tony Hayward’s public relations gaffes and that is why he was replaced on Tuesday with BP executive Robert Dudley.
Dudley, with a proven track record for handling difficult situations for BP, was first selected in early June to take the lead in the gulf oil cleanup, removing Hayward as the public face for BP regarding the spill. On Tuesday, Dudley became the first American to lead the British company.
What’s not a laughing matter is the combined sigh of relief among Americans who seem to feel more comfortable with Dudley’s leadership. Almost immediately after Dudley’s transition into the lead role for the Gulf cleanup, there was a noticeable change in how things were being done. Dudley got the team on track with messaging and began airing and printing ads on what BP promises to do to make things right.
Equally important was that the ads feature BP employees, all of whom live and work in the Gulf states and share messages that are believable. Coupled with that is the gushing pipeline has been capped, the leak has stopped and plans are to completely “kill” the well in the next few weeks.
Can Dudley take the credit for capping the well and stopping the leak? No. That would have eventually happened no matter who was leading the effort. What he gets credit for is showing compassion, a deep concern and understanding of the situation and, most importantly, offering hope that things can and will get better.
On another more positive note, reports today from the Gulf are that oil is dispersing and deteriorating faster than expected thanks to weather and water conditions. Although it will take years to fully realize the spill’s impact, all Americans are closely watching with concern and tempered hope that it is far less than feared and that everyone in the Gulf region gets their “lives back.”
BP has a long way to go to even remotely begin rebuilding its reputation, but the first steps have been taken. Under Dudley’s leadership, there appears to be a glimmer of hope.
What do you think? Can BP ever recover from this disaster?
Thursday, July 22, 2010
How’s Your Atmosphere?
By: Beth Kneisler, Account Executive, Leonard & Finco Public Relations, Inc.
It’s official. Facebook is taking the world by storm. Now with 500 million users, if Facebook were a country, it’d be the third largest in the world. While it’s impressive how fast the company has taken off, there’s another very impressive part of the company that many aren’t aware of.
Recently, in an exclusive interview with Diane Sawyer, Facebook CEO and Co-Founder, Mark Zuckerberg, talked about the workplace atmosphere at Facebook. Among free food every day, 21 vacation days and the ability to come and go as you please, Facebook also pays 100 percent of its’ employee’s benefit premiums, they give unlimited sick days and daycare reimbursement, as well as up to four months of paid parental leave for employees (watch the interview at http://bit.ly/aqqF2a).
During the interview, Zuckerberg explained the reasoning behind all the perks is that he doesn’t want any of his employees to be distracted while at work. While many of us don’t work at companies with this many extra incentives, more and more businesses seem as if they’re looking for and implementing unique perks for their employees. Think about it. There’s a pretty good chance that if you aren’t able to wear jeans all week long or even get to bring your pet into work with you, you know someone who can.
So, why are companies implementing all these perks? Well, there are many reasons, but ultimately, it’s good PR. Often times, business focus so much on creating good relations with their external audiences, such as neighbors, customers, media, etc., that internal audiences are over looked. A company’s employees are walking advertisements so if they are disgruntled, it will ultimately affect the businesses’ image as well as how other people perceive them.
If you’re a business owner, take a minute to think about what perks you have for your employees. Even if unlimited sick days and free food aren’t exactly realistic, what about supporting an employee’s work with a local non-profit? Maybe you allow employees to volunteer at a local fundraising event rather than coming into the office? Perhaps you let everyone leave a half-hour early on a random day? Whatever it is you do for your employees, just be sure to always keep them in mind when you’re making plans and goals for your business. You may even want to consider taking a look at this when you review your overall PR plan.
So, now it’s your turn. What does your company do for its’ employees? Do you know of a company whose image has improved from good-workplace atmosphere? I’d love to hear your thoughts!
Thursday, July 15, 2010
Have an opinion? Get out your credit card!
By: Scott Stein, Senior Account Executive, Leonard & Finco Public Relations, Inc.
The Sun Chronicle, a Massachusetts daily newspaper, this week put a new policy into place – readers have to pay $1 and register their name, address, phone number and a credit card number to comment on any articles on the newspaper’s website. In addition, the name that appears on the credit card is the name that will automatically be attached to the poster’s comments.
Certainly this isn’t the first time that a media outlet has looked to institute charges for its website, but typically it has been to access web content and the results have been mixed, at best. At first blush, with my news reporter background, this would seem to be a step back for free speech. It’s certainly an approach that could stymie anonymous speech and dialogue on important issues making the news.
But if you’ve spent any time reading the comments that are made at the end of newspaper articles online, you can also understand the approach that The Sun Chronicle is taking. The Chronicle’s publisher said the change was being made “to eliminate past excesses that included blatant disregard for our appropriateness guidelines, blind accusations and unsubstantiated allegations.” We’ve all seen some of the excesses that they’re talking about.
Of course, the World Wide Web is often viewed as the Wild West where just about anything goes. It has exponentially accelerated the flow of information and opinions and torn down geographic communication barriers. In just a matter of seconds you or I can comment on the latest stories in the Green Bay Press-Gazette, Milwaukee Journal Sentinel, or even the New York Times. While most of us will follow a website’s “appropriateness guidelines,” there are many who do not and their actions have obviously influenced one media outlet that has responded with a fee and full disclosure policy.
If you’re like me, when I’m told I have to pay to access something online, I quickly move on, keeping my credit card in my wallet. Even at just a dollar a comment, I won’t be adding my opinion to the stories on The Sun Chronicle, or any other website that sees fit to follow suit.
What do you think? Is The Sun Chronicle’s approach a good one? Are you willing to pay a buck every time you feel compelled to comment on an online news story?
Please add your comments to this blog posting…free of charge.
The Sun Chronicle, a Massachusetts daily newspaper, this week put a new policy into place – readers have to pay $1 and register their name, address, phone number and a credit card number to comment on any articles on the newspaper’s website. In addition, the name that appears on the credit card is the name that will automatically be attached to the poster’s comments.
Certainly this isn’t the first time that a media outlet has looked to institute charges for its website, but typically it has been to access web content and the results have been mixed, at best. At first blush, with my news reporter background, this would seem to be a step back for free speech. It’s certainly an approach that could stymie anonymous speech and dialogue on important issues making the news.
But if you’ve spent any time reading the comments that are made at the end of newspaper articles online, you can also understand the approach that The Sun Chronicle is taking. The Chronicle’s publisher said the change was being made “to eliminate past excesses that included blatant disregard for our appropriateness guidelines, blind accusations and unsubstantiated allegations.” We’ve all seen some of the excesses that they’re talking about.
Of course, the World Wide Web is often viewed as the Wild West where just about anything goes. It has exponentially accelerated the flow of information and opinions and torn down geographic communication barriers. In just a matter of seconds you or I can comment on the latest stories in the Green Bay Press-Gazette, Milwaukee Journal Sentinel, or even the New York Times. While most of us will follow a website’s “appropriateness guidelines,” there are many who do not and their actions have obviously influenced one media outlet that has responded with a fee and full disclosure policy.
If you’re like me, when I’m told I have to pay to access something online, I quickly move on, keeping my credit card in my wallet. Even at just a dollar a comment, I won’t be adding my opinion to the stories on The Sun Chronicle, or any other website that sees fit to follow suit.
What do you think? Is The Sun Chronicle’s approach a good one? Are you willing to pay a buck every time you feel compelled to comment on an online news story?
Please add your comments to this blog posting…free of charge.
Wednesday, July 7, 2010
Mid-year PR check up
By: Angela Walschinski, Account Assistant, Leonard & Finco Public Relations, Inc.
No matter where your business is in its fiscal year, now is a good time to pull out your PR plan for 2010 and see how you’re doing. Like most business activities, PR requires consistency and persistence to be effective; but flexibility and a recognition that things will change over time are also important.
If you have a PR plan in place, take time to review what you set out to accomplish and determine if you’re still on track to achieving your PR goals by doing the following:
- First, review your PR goals and objectives. This is how you develop and refine key messages. By reviewing your goals and objectives you can make sure that what you are saying, and how you say it, reflects what you’re trying to achieve.
- Second, review your PR activities. What worked and what didn’t work? Whether it’s social media, traditional media relations, community outreach or sponsorships, take a few moments to look back and evaluate how it played out. Is there something you need to improve or change? Is there something that worked really well and should be continued?
- Number three on the mid-year tune-up list is identifying potential new opportunities that might occur during the rest of the year, such as major milestones, product launches and new service offerings. You can then develop a list of action items to organize activities that will enable you to achieve your objectives.
- Finally, adjust and update your plan. Hopefully your PR plan is a written document as opposed to something you “just do.” Every PR plan should be a living document that you refer to on a regular basis.
If you haven’t created a PR plan, this is a great time to review past PR efforts and develop a plan to meet your PR goals. If you don’t have the time to put together a complete PR plan, at a minimum put your goals and objectives in writing so you can refer back to them and evaluate your success.
Remember, planning and reviewing your PR strategy now will not only help generate new ideas and opportunities, it’ll give you guidelines for day-to-day activities. While PR plans are subject to change, planning ahead enables your business to stick to your overall goals and maintain a focus. What is your business doing to make sure its PR goals are met this year?
Subscribe to:
Posts (Atom)