OKPrProf

Goals Objectives Strategies and Tactics

Anyone who has spent a semester in my classroom knows the importance I place on not just knowing the definitions of goals, objectives, strategies and tactics but the ability to articulate examples of each. Don't think you will need to know this information after you graduate... I will let Zach, a past student of mine, do the talking - (a facebook chat from this evening, copied and pasted):

Bill, thank you for drilling into my head the definition of a goal, objective and tactic and how to write them.

9:38pm Zach

I was in this problem solving training course last week and my teacher and old classmates (everyone in "work force" is old by the way) were really impressed that I knew not only the definitions but also how to effectively write a good goal, objective and tactic

so thanks

9:47pm Bill

My pleasure! Thanks for sharing!!

and, You Rock for remembering!!!

9:48pm Zach

i couldnt believe that i remembered the definitions almost word for word

i think it was on every test

9:48pm Bill

As a matter of fact, it was - and always will be... ;)

9:48pm Zach

ha ha.. Good to hear

Rule #1 - Conflict Always Makes News

Semgroup has been making lots of news lately and they are probably getting tired of it all being negative. The video below speaks for itself but let me give an intro. Tulsa's KTUL Channel 8 news decided to set up shop on the sidewalk outside the Semgroup building. For those of you who aren't in the know, the media has this right since the sidewalk is considered public property. If you didn't know, don't worry, you have company as you will see. Most likely Channel 8 wanted to interview company employees to get some juicy soundbites for the evening news or some later story regarding their anger about the recently announced layoffs. What they got was so much better...

As Channel 8 was setting up, members of the Semgroup (I assume) PR team came outside to meet with the journalist and videographer. That was the only thing they did right. If their goal was to squelch any negative news coverage, what they did next only ensured they would be on the nightly news... and morning, and afternoon and blogged about and on and on. As a side, I got the video via twitter and had two notes, with links, through Facebook by the time I woke up).

Let's watch. (note, I have been having problems embedding the video with the link Channel 8 provides - if it doesn't load on your system, please click here to view)

 

For the record, let me restate what I consider to be a basic tenet in PR/media relations; Conflict Always Makes News. It doesn't matter if it's the conflict the media came to cover, if another element of conflict arises and make for better news, I assure you that is what will be covered. To bring home my point, Channel 8 had the opportunity to finish their effort and interview an employee or two about the layoffs but didn't, without any explanation, not that one was needed, they got more than what they came for.

A few thoughts:

Semgroup's people broke two major PR rules: They let it get personal and then let their emotions take over. PR is about strategy and there wasn't an ounce of it present when they walked out the front door. A third rule of sorts, they didn't know the rules/laws appropriate for this situation. I would hope that every PR person with or without a PR/Journalism degree knows where the media can and can't be. There isn't any excuse for not knowing.

PR is also about relationship building and there wasn't any here. Is it possible to build relations during a crisis? You bet. You might not like the coverage but if it is truthful, fair and balanced that is the best you can hope for. Like my mom always told me, you made your bed, now you get to sleep in it. Here is the good news, if you helped with the story, the reporter will remember your honesty, integrity and all around goodwill and when time comes for a positive story you will have a much greater chance of getting coverage.

Semgroup thought they could control the message. In today's environment, they can't, no one can.  Even if they could have rightly stopped the news station, they can't stop every person in their company from having their voices heard through other mediums. Don't try to control the message, get in front of it. While you are at it, try to create the conversations you want.

A hand to the camera says one thing - "I'm Guilty." It doesn't' matter if it is a priest, politician or you, if you try to stop the media from rolling tape, that will be the story. If you are being covered because of something you might have done wrong, the court of public opinion will convict you the moment the footage makes the light of day.

Today, bad news stories have a very short shelf life, unless you stick your hand in a camera... add a few more weeks if you curse, and while negative news coverage  might be painful, it is part of being in a crisis and being in the news' spotlight.

Finally, in times of crisis, and I would argue Semgroup is in a crisis, it is okay to let your employees talk, even if you can't. Reduce the damage by educating them, be empathetic if the news hurts them and then let them go forth and communicate.

One other point: In a time of crisis, the number one group you need to talk with is your company leadership. It should sound something like this, "we are going to get some bad press out of this, some of it deserved, some not. The more information we can share the better and our, your, PR team will do our best to get the right information out there and correct any misinformation that is shared in the media. We will abide by any legal requirements but keep in mind, this may impact our ability to do the above, at least in the short term. Finally, when the media shows up on our sidewalk, and they will, let them do their job which will allow us to do our, communicate.

It depends...

I find "it depends" has seen an increased usage in my responses to public relations/communications questions.

Do you ever call a reporter to follow up on a media release? It depends...

Do you have to update your blog every day? It depends...

Does web content have to be updated every day to keep it fresh? It depends...

Are face to face meetings the most effective way to communicate? Yes, most of the time. But, it depends...

Is this the result of the changing nature of public relations and how we communicate? Yes

Is this due to increased usage of technology and technology advancements? Yes

Is this because we are more focused on our audience's need and are better able to align actions, messages, etc. based on the need of our audience whether it be an audience of one or one million? Yes

Is "it depends" simply a statement that more information is now needed to give an appropriate response? Yes

Does this mean we have to be evermore on our toes, aware of changes in our industry, changes in our audience? Changes in fillintheblank? Most definitely.

Intangibles That Can Make or Break the Deal

Russ Florence, senior vice president for Schnake Turnbo Frank | PR and Nikki Huppman an intern at Schnake Turnbo Frank recently shared their thoughts about public relations with a small group of Oklahoma State University Journalism and Broadcast students.

Rather than talk about themselves (trust me, they could fill days talking about their successful efforts) they did what good PR professionals do, they focused on the needs of their audience, how to get a job, keep it and be successful in the field of public relations. I wonder how many in the audience realized they were also focusing on the future needs of their firm?  True PR at its best.

If you missed it, I doubt that anything I write will completely convey what Russ and Nikki shared with the audience. I took notes and will share but absorbing information it with multiple senses is always best.

What follows is a recap of their key points - the intangibles, in their opinion (personally I completely agree and hope everyone in the room was taking copious notes), that can make or break the deal:

Have a Strong work ethic - You might have it all, best resume, clippings, grades and those will get you in the door but they won't keep you there. Be willing to roll up your sleeves, work, learn and enjoy it!

Have an innate curiosity - Let your journalistic instinct take over. Ask questions, you will be surprised what you will learn.

Have a thirst for learning - You don't have to go back to school but you do have to continuously learn. Read, watch the History Channel, Learning Channel, etc. Ask people what they do and consume a steady diet of magazines and newspapers.

Have a good radar - Develop a sixth sense and maintain a bird's eye view of your world. Stay alert and keep your ears pricked. In meetings, around the office, at receptions and dinners, take in what people are talking about.

Take good care of your reputation - This isn't a business where you can afford to burn bridges. It takes years to build a good reputation, but five minutes to tear it down.

Have the ability to relate to people of all different backgrounds -  Have an understanding of - and curiosity about and acceptance of - people from all persuasions.

Have a basic understanding of business - You won't have to prepare your company's financial statement but you may be asked to write about them. Understanding basic business models is how you will move away from being a news release machine to becoming one of the CEO's key advisers.

Have a broad base of knowledge - Know a little about a lot. Read the newspaper, stay up with current events, sports, lifestyles, business, etc. From the WSJ to MTV, know it all. If you can talk intelligently about a company's history, great! If you can talk about the difference between Rachel Ray and Bobby Flay, awesome!!

Manage your stress - Too many people use stress as a crutch. "Sorry I yelled at everyone, I am just stressed out." Keep cool and manage your stress or it will manage you.

Be objective - Be passionate but don't let that prevent you from offering good/tough counsel.

Be unselfish - Give credit where credit is due and sometimes where it's not.

Use good judgment and have good instincts - Know when to zig and not zag. It comes from experience and is key in moving up the career ladder.

Maintain balance - We all have to be workaholics from time to time, but it shouldn't be always. Get hobbies, hang out with friends and family and exercise.

Have fun - and for those of us in attendance that is exactly what we did.

Nikkie Hupmann provided an equally important perspective as someone new to the profession. Her words of wisdom, although not as lengthy as Ross's are just as important:

• Embrace every task, they are all important
• Read A LOT
• Stay busy
• Learn to take criticism and don't be defensive
• Find a mentor

All good advice. But what to do with it? Print it off and rate yourself. Where are you? Do you need to make some improvements, are you on the mark? Read it again and be honest with yourself. If you aren't sure, ask someone their thoughts.

My thanks to Russ and Nikki for their time, effort and great advice. Ironically, my two favorite pieces of advice were more off the cuff comments. The first, "writer's block is not an option," is so very true. We are communicators. It is what we are trained and will ultimately be paid to do. The second, "I've been desperate and its all right," struck a chord with me. I find the best PR folks are those that are always "all right." They can push until it is unbearable, test their own bounds and the bounds of others, and on and on. Through all the stress, desperation, fear, pressure, etc. they are always all right.

Again, my thanks to Russ and Nikki. I hope they will come and visit with the future of PR again.