Trade Tips: Twitter in Small Steps

Trade Tips: Twitter in Small Steps

By Nicole Hayes

A personal goal for some this year (like myself) is finding more time to practice and/or develop social media outreach skills. Even if you hire/task someone else to conduct your social media outreach, it's imperative you understand the use and impact of such tools. I’ll start with Twitter, which in some respects is outpacing Facebook in advancing conversations. What is Twitter? Per Wikipedia, Twitter is an online social networking service and microblogging service that enables its users to send and read text-based posts of up to 140 characters, known as "tweets". It was created in March 2006 by Jack Dorsey and launched that July. The service rapidly gained worldwide popularity, with over 300 million users as of 2011, generating over 300 million tweets and handling over 1.6 billion search queries per day. It has been described as "the SMS of the Internet." Users can group posts together by topic or type by use of hashtags – words or phrases prefixed with a "#" sign. Similarly, the "@" sign followed by a username is used for mentioning or replying to other users. To repost a message from another Twitter user, and share it with one's own followers, the retweet function is symbolized by "RT" in the message.

Given this basic overview, here are a few Twitter tips for maximizing your outreach:

*Use Hoot Suite application for your phone to manage your tweets on the go

*Use Tweet Deck onto your computer; it's great for managing multiple Twitter accounts and allows you to edit retweets unlike the regular Twitter

*Participate in "Tweet Ups" which are "meet ups" with people/professionals you've met on Twitter you want to know more about/share similar interests (discretion advised)

*Join Twitter chats to engage in regular discussion topics of importance to you, as this will help your dialogues and build your followings

*Socialoomph a tool to help schedule your tweets;

*If you're busy (that's a silly statement) you can also ask friends, your team to push out tweets you've crafted in advance for promoting a campaign, issue

*Tweetreach.com is a tool to measure impact and reach of your tweets via your hash tags used

*Good etiquette and use of social media platforms is like building a relationship: Interact with people, take interest in what others are saying, retweet what they're saying if you like it, thank them for retweeting your tweet, when deciding who to follow it's all about quality of that person not their quantity of followers

*Remember to share information that is helpful to people—don't only tweet the buttered toast you ate for breakfast

Now you’re ready to “tweet tweet!”

Trade Tips: Altruism or Publicity Stunt?

Trade Tips: Altruism or Publicity Stunt?

By Nicole Hayes

Have you seen a campaign or action that initially appeared altruistic but then wreaked of self-promotion? The following effort may be an example of that, but I'll let you decide.

This past weekend's "Super Soul Sunday" on Oprah's OWN network, aired the documentary "No Impact Man" created by Colin and Michelle Bevan of New York City, as part of a yearlong quest to reduce their carbon and environmental footprint as much as possible. Working off the “reduce, reuse and recycle” model, the Bevan’s went without electricity (six months, including television), took stairs instead of elevators (including access to their fifth floor co-op), bicycled New York’s congested streets (with toddler daughter in tow) for one year. The Bevan family washed their clothes in the bathtub, ate by candlelight and tried alternate means of refrigeration with a Nigerian flower pot idea that wasn’t successful. They eventually requested daily ice cubes from their neighbor's freezer for their cooler, grocery shopped from farmer's markets, used cloth diapers for baby as opposed to disposable—all to reduce their personal waste. Their perceived intent was that their diary of yearlong sacrifice when viewed by the public would spur a movement and behavioral change among individuals—and the promote Colin’s book, No Impact Man. Yes, Colin is an author. Michelle is a senior writer at Business Week.

http://www.oprah.com/own-supersoulsunday/blogs/Highlights-from-No-Impact-Man

While the Bevan’s can be applauded for their efforts to change how we treat our environment, understanding their professional backgrounds makes me question whether the message was 100% altruistic. Furthermore, they might have unintentionally defeated their "no impact" effect—by adding to the public’s carbon footprint. The couple landed multiple interviews on national television talk shows—interviews that occurred in television studios using wattages upon wattages of electricity. Studios delivered the Bevan’s interviews to millions of viewers who could only see the "no impact" information via their plugged in televisions and computers. Speeches and workshops could have been conducted in a park, sparing the electricity used by millions. Not only that, their neighbor who gave them daily ice from her freezer, was making her own carbon footprint so the Bevan’s didn’t have to. Does this make sense?

As communications professionals we strive to ensure that our messages, strategies, tactics and outcomes/impact align with our goals.

Was the Bevan’s purpose met or was it simply a publicity stunt?

Trade Tips: Are Your 2012 Goals S.M.A.R.T.?

Are Your 2012 Goals S.M.A.R.T.?

By Nicole Hayes

Hi Good People! McKinney & Associates hopes you enjoyed the holidays and your New Year has started well. We appreciate your reading of our "Comm in the Storm" blog and we'll work to continually provide you with helpful and insightful information throughout 2012.

Our December 20, 2011 blog post "To Be New, You Have to Do New" offered tactics for successful goal-setting. The New Year is here. We feel refreshed with new energy, goals and ideas; ready to conquer the world. However, you soon realize there's more involved to planning and your superhero belt and bracelet is defunct. Before you're off and running without a plan, let's make sure your goals and plans are S.M.A.R.T. !

Specific: Does the goal or idea clearly meet a specific need or solve a problem? Have you defined the "who, what, when, where, why and how" details? Does your goal or idea have substance?

Measurable: Can the goal or idea be measured against previous benchmarks or with an idea of what success will look like? ("Success will look like this if "x" number of people sign up or "x" happens by this date")

Actionable: Have the "who" in your goal or idea been assigned a role with a full understanding of their deliverable? Do they understand how, where, when and why to complete assigned deliverable? (Example: Send out newsletters, email supporters, secure venue, host fundraiser, etc.)

Results-Driven/Realistic: Does your goal or idea amplify how you want yourself or your audience to react, think or feel? Does the goal or idea support the business you're in? Is your goal or idea realistically attainable with the people and elements you have in place? Honestly assess this.

Timeframed: Is there an attainable, thought-out timeline and deadline attached to your goal or idea for successful completion? Is every action accompanied by a "due date"?

You may have already been familiar with S.M.A.R.T. yet a refresher is good for aligning our thinking. We hope this helps and wish you the best success.

Trade Tip: Stay Relevant

Trade Tip: Stay Relevant

By Nicole Hayes

A shoe is a shoe, and a car is a car, right? Why so many brands of shoes and cars? Doesn’t each product fulfill a fundamental purpose at the end of the day? Yes, but if Adidas, Nicole Miller, Nike and Reebok thought this way, we may only have one choice for shoes. Same with Ford for automobiles…but BMW, Chevrolet, Honda, Toyota and others added their flavor to the mix. So what makes you relevant in a sea of fish? What makes you stand out among the crowd and keeps people coming back to you?

There is only one you, and fortunately, this is your advantage and greatest asset. Here are a few tips for staying relevant with your public:

1)   Be true to your brand.  It’s important to remember why people were/are drawn to you in the first place.  You, your organization has specific beliefs, offerings, qualities, talents and voice that have separated you from the pack. Stay true to your company voice and personality. Don’t change this in an attempt to join the pack. Honor your differences. Your brand is also your story, which is bigger than the product you sell.

2)   Relationships: Stay regular with your people.  The people who know and like you, your organization don’t need further convincing of your great work. However, in our attempts to grow and reach new people, we may neglect those loyal to us. Similar to not calling grandma but twice a year, it’s important to thank your fans/customers for their support and express interest in their needs. If you have a blog, maintain it with fresh content. Same with your Facebook, Twitter and other networks. Remaining relevant greatly hinges upon relationships.

3)   Keep your ears to the ground.  Listen to what is being said about you (positive or negative) via social media channels, or other to better gauge your organization’s current standing. Also know what is happening with similar organizations/people in your industry.

4)   Ask questions. If there are areas needing improvement within your organization, find out what your public (internal and external) would suggest. New ideas can breathe life and give access into spaces you desire to enter. Though your brand is in part what brought you to this point, it’s good to analyze areas for growth. However, don’t stray from your core competencies.

5)   Value down time.  After you’ve received feedback from your team on areas for possible improvement, take time to plan how those changes will emerge. Preferably, think about these ideas when you have real time to unplug and aren’t juggling replies to 50,000 emails, voice mails and meetings.

6)   Avoid “surprises.” Most everyone likes a good surprise. We don’t like those surprises that reverse our progress, and possibly take time away from remaining relevant. Such “surprises” could be communication/company crises, unharmonious clients and employees who operate incongruent to your brand.  The fable of the scorpion and the frog is often true to how some of us approach people (clients, employees, corporate partners), not seeing them truly as they are (even after they’ve shown us). Recognize people in full earnestness to determine if they complement your brand. If you do this, there really are no surprises and you assume responsibility for the partnership, aware of their potential tendencies.

7)   Extend a hand. Being #1 and staying relevant doesn’t mean trampling others in your industry. Show collaboration on efforts where possible while remaining true to your brand. Don’t shy away from helping or lifting up others by thinking “if I help them, there won’t be enough (resources, supporters, etc.) for me.” Don’t think in scarcity, think in abundance and that more than enough people will continue to follow you.

We’ve given you our recommendations for remaining relevant in a world where being #1 is often dog-eat-dog. How do you stay relevant?

Human Rights Trade Tips: Good Campaigns Make Us Move

Human Rights Trade Tips:

Good Campaigns Make Us Move

By Nicole Hayes

 

Photos that grip us with compassion, disbelief and horror.  Powerful words and statistics that punch our guts if we weren’t already awake and cognizant of the realities. Victims’ stories too real to fake—digesting the truth would be easier if their stories were fake. Each of these elements among others is commonly folded into successful media campaigns to garner public participation or support for a particular cause. Whether the support requested is monetary, spreading the word and creating awareness or a call to action, an effective and strategic media campaign can convict consciences, stir emotions and open wallets. Media, if done right, can make us move from apathy and indifference to compassion and, “I need to do something.”

 

For more than 20 years, McKinney & Associates has been bound by the value conveying meaningful communications to advance human rights and social justice. McKinney’s early projects included work with the anti-apartheid movement and promotion of the new South African government under Nelson Mandela. The firm also managed the communications campaign for the promotion of the first conference by the people of color on environmental justice and a campaign supporting a coalition of civil rights organizations’ push for renewal of the federal Civil Rights Act.

                    

In addition to McKinney & Associates, I’ll present you with a few more human rights campaigns whose messages and missions I support:

1-   Be a STAR (Show Tolerance and Respect).  An anti-bullying initiative I’m currently associated with, created by concerned celebrities and organization leaders.

2-   It Gets Better.  The campaign uses creative videos, social media outreach and other tools to inform those being bullied that people care and “yes, it does get better.” 

3-   Girl Effect. Through a very creative use of imagery and messaging, Girl Effect works to encourage education and health opportunities for girls worldwide to escape poverty to raise the standard of living for her and her family. Human trafficking and early pregnancies of young girls and living in war-ravaged countries are challenges to this dream.

Girl Effect's creative use of images and words can be seen in “The Clock is Ticking” video:

With today’s advances in media and technology we are no longer worlds apart, but connected by the click of the mouse. Media has forced us to acknowledge that your issue is my issue. My issue is yours.

Trade Tips: But I Thought You Said…

Trade Tips: But I Thought You Said…

By: Nicole Hayes

We’ve all been there. Someone gives us an instruction and we neglect to truly listen, fully understand, ask questions and write it down. We return to our desk to carry out the task thinking we heard one thing and inevitably learn we were told something else. The project has now taken on another shape, with unnecessary time and resources involved. The  response from the poor listener tends to be, “But I thought you said to…” and the person communicating the instructions could rightfully  reply, “What I said was…” Soon each person could blame the other for miscommunications.

To avoid such impasses, property sales entrepreneur and author of Little Things Matter, Todd Smith shares “Six Ways to Avoid Misunderstandings.” Here are Todd’s tips:

1)      Make Sure Your Written Communications Are Clear. Reread your message to determine if it could be misunderstood in some way.

2)      Evaluate the Clarity of Your Written Communications.  People aren’t mind readers and most of your key thoughts may lie trapped in your head and not fully communicated.  Be clear and deliberate with what you say.

3)      Write All Things Down and Repeat Them.  Make a commitment from now on to write down instructions given to you. Then, review those instructions with the person.  This will also give you a confidence in completing the task.

4)      Watch for Potential Misunderstandings. Pay attention to comments people make, confused looks on their faces in responses or other distractions that may brew miscommunications.

5)      Confirm All Details in Writing. Event dates, deadlines, deliverables, roles you’re assigned—write it all down so there is no confusion. You are 100% accountable for ensuring the information received is correct. The more personal responsibility you accept in this process the less likely a miscommunication will occur.

6)      Ask Others to Repeat What They Heard. Ask others to repeat their instructions back to you, to confirm what was said. You can also gain clarity by saying, “What I believe I heard you say was…” and that person will indicate whether or not the instructions you’ve received are correct.

As communications professionals we know it’s not always about talking, but more listening. Maybe you’re already using these tips, but if not, we share these tools to improve.  All the best!

Trade Tip: Breathe & Delegate

Breathe & Delegate

By Nicole Hayes

We’re entering the time of year when holiday parties, gatherings with out of town family and friends, and lengthy “to-do” lists will have us scurrying to and fro, hopefully without injury. Meanwhile, we diligently strive to finish all work assignments, post to the blog, send out that tweet, prattle off emails, attend meetings, and oh yes—take kitty or puppy to the vet and go to that necessary doctor’s appointment. If you had a clone, you just might get it all done without breaking a sweat. But since none of us have clones, here’s how you can survive and thrive (particularly for “A-type” personalities who need to “do-it-all”):

1. Delegate what you can to others. Give the person clear directions on what needs accomplished and the end goal. Provide the “who, what, when, where, why and how,” along with your expectations.
2. Be confident in others’ abilities. You’re a superman or superwoman in your work, but even superheroes have to recharge to stay powerful. Once you’ve given clear instructions on delegated assignments, have confidence in that person’s ability and talents to see the task through. They want to please you in the process and appreciate your trust in them (although the occasional “touch base” never hurts).
3. Learn to say “No” where you can. If you’re asked to host 20 people for Thanksgiving dinner but view this as unrealistic with your schedule, culinary skills or kitchen amenities, let people know and say what is feasible for you. People will typically understand.
4. Make lists. If you think you’ll forget something, write it down. If your brain is still thinking of tasks before you go to sleep, write it down. Sleep won’t come if you’re dreaming deadlines and spreadsheets.
5. Control what you can, manage your time. Consider what items you can knock out easily that require less time and will eliminate last minute rush. (Ex: Writing your blog posts or tweets beforehand). This will ensure these tasks occur uninterrupted when unexpected happenings pop up (and they will).
6. Take lunch breaks. Get up and walk around, reenergize yourself by stepping away from the work. You’ll be more insightful and productive when you return to the task.
7. Exercise! If your proverbial response is, “I don’t have time,” the answer is: “Do you have 10 minutes?” Even a few jumping jacks, brief stretching, walk around the block can increase endorphins giving you energy and pull you out of a slump.
8. Pamper yourself. Getting the manicure, pedicure or ‘do done, can do wonders and take your mind off the to-do lists.
9. Voicemail—use it! Don’t be afraid to let some calls go to voicemail if your time is tight. Allow yourself to finish your task where you can return the call and be fully present in the conversation. If the person calling typically spends 45 minutes catching you up on the latest reality show, you can probably send that call straight to voicemail.

Study the pros for more tips. A quick read of best-selling book, The 7 Habits of Highly Effective People by Steven R. Covey, may offer you great insight in successfully addressing personal and professional dilemmas.

Media Monday: Are You Ready?

Media Monday: Are You Ready?

By Nicole Hayes

This Monday was a media feast as cable news networks had “breaking news” segments seemingly every hour. At least three major news stories had viewers glued: 1-  A fourth woman named in the Herman Cain sexual harassment scandal held a live press conference in New York and revealed details of inappropriate sexual conduct she received from Cain (She did this with noted women’s rights attorney and pit bull Gloria Allred at her side). 2- Penn State University spokespersons scrambled to address child sex abuse allegations against a former assistant football coach and  deal with those who allegedly knew about the incidents and did not intervene. 3- A “guilty of involuntary manslaughter” verdict was rendered to Dr. Conrad Murray in the five-week long trial for drug overdose death of Michael Jackson.

Monday’s breaking headlines continually remind us that crises are potentially certain, and your message, response and strategy for successfully moving through also needs to be certain. Incidentally, Cain and his team were sucker-punched the Monday before when the initial story broke of sexual harassment allegations against him. So is PR still necessary? Obviously so. Social media has its role but there is no replacement for the effective, ethical, prepared and seasoned communicator to manage media events. Even with a sunny forecast, rain can sneak in and interrupt our plans. Are you armed with your umbrella to calmly face whatever the day brings? Or will you be running in your good suit, looking foolish, drenched and seeking cover? Be ready for the crisis.

This November 3, 2011 article  “10 Reasons PR Still Matters” by Doug Flora of Morristown Communications, reminds us that the media is always chomping at the bit for a good crisis. How long that story remains a “crisis” is up to you.

Trade Tips: Transparency Brings Trust

Trade Tips: Transparency Brings Trust

By Nicole Hayes

When will they learn? Hermain Cain’s presidential campaign is undergoing “damage control” and communications crisis as he issued statements this week to address allegations of sexual harassment toward two female employees when he headed the National Restaurant Association in the 1990s. The women referenced being subjected to “inappropriate behavior and inappropriate sexual conduct” from Cain and at least one woman received a monetary settlement. Over the past two days, Cain has given several varying statements to the public on whether the allegations were true, if there was a settlement or “agreement” made to satisfy the women’s complaints. Cain complained that he’s the subject of a “witch hunt” and a “bull’s-eye has been placed on his back.” But isn’t that kind of a given when you’re running for public office? Even the more reason for full transparency. Now, the trust he may have held with some public supporters is waning.

As witnessed in past examples of some public figures’ inability to be fully transparent, even a small drift from the truth can be sensed by people and the media. The media can be unforgiving and relentless when pursuing the truth…and they will surface the truth. With no escape in sight, some will choose that moment to give full disclosure of their transgression to seek our forgiveness and understanding.

We wrote on this topic in June with regard to Rep. Anthony Weiner (D-NY) and the public shunning he faced for his 10-days of deceiving the media and public.  Like many other public relations counselors, we provided guidance how to best manage such situations. The golden rule: Tell the truth. Be as transparent as you can with the information you have that moment. Get ahead of your story and control it so no one else does. Transparency brings trust. Some may not like your honesty but most will respect you for it.

Note: We’ll keep these tips in our archives for repeat offenders.

Show Your Sponsor Some Love!

Show Your Sponsor Some Love!

By: Joyce Taylor, with David Latham

Behind most unemployed job hunters is a working spouse, parent, partner or friend. Someone you live with who is supportive during your ongoing search, but who has their own fears about the endeavor. Most sponsors become overwhelmed with the financial load as they postpone retirement, or delay other plans until your financial situation improves. If you are dependent on someone else to pay the mortgage/rent, buy groceries and bear the brunt of other living expenses, here are a few tips to deal with the frustration that often accompanies this type of situation.

Make a budget, agree on a plan:

Be upfront and realistic about the household expenses, as well as your personal finances. Make a personal budget and align it with your cash flow. Minimize unnecessary draws from savings and eliminate nonessential expenses and costly habits, such as eating out, buying prepared foods, maintaining costly cable TV packages or purchasing new clothes for fun. Although the internet is essential in conducting a job search, the public library is also an option, as well as free public Internet hot spots. If the Internet is tied to the cable TV, review the expense and eliminate entertainment channels, unless of course your sponsor does not see this as a problem.

Talk with your supporter (even mom, dad, or spouse) to get their perspective on the amount of time you can realistically go without making a contribution to the daily, weekly or monthly expenses. Develop a 30, 60, and 90 day action plan to monitor your progress. Even if bringing in an income is not critical, still consider taking a part time job to cover some of the expenses and maintain your self esteem. Employers frequently look for people with diligence and initiative, so being busy while you are looking may be seen as a positive.

If you have not recently been in the job market, look for and participate in free workshops to help you in your approach and in organizing your job search. During employment screens, human resources practitioners eliminate many resumes because they include outdated information or information that is not relevant to the available position. Take the time to learn how to market yourself as a valuable resource for each employment opportunity.

Match your energy with your Sponsor’s:

Unless you work during the day, avoid the tendency to conduct the job search at night, or watch TV until the wee hours of the morning, which is a drain on utilities and may appear thoughtless to the sponsor with whom you reside. If your sponsor begins the day at 5:30 a.m., match their routine and energy by synching your schedule with theirs. Get up, get dressed and get groomed, which will invigorate your emotional energy! Use the newness of the morning to organize your job search activities, or better yet, take an early morning walk or exercise to stimulate your self-awareness. Create a daily work plan: list your activities and complete all actions listed each day. This plan can also be shared with your sponsor to help with their awareness of your efforts.

At the end of your full work day, start or organize dinner! For some, this may be a new life skill, but a lifelong one worth learning. If you don’t know how to cook, the Internet provides a good number of quick, tasty, and budget menus that you can master. Most people appreciate walking into the door to the smell of food cooking and a clean or at least straightened house. Before launching into your job search frustrations, ask about their day and genuinely listen to their story. Be supportive, yet remember most people do not want advice, they just want a place to vent!

Stone Soup anyone?

If you are on a limited or no-income budget, you do not have to become a hermit or miss out on small or special events. Plan a “Stone Soup” gathering where you contact your friends for a social get-together. You can be spontaneous by asking each person to bring an ingredient of their choosing that does not exceed $5.00. Most anything can go into a hearty stew, soup, or salad so you can figure out what to make with the ingredients when your friends arrive! If you prefer more predictability, send out a list of ingredients and ask people to identify their ingredient of choice. The idea is to bring a host of people together and have affordable fun, rather than allowing the predictable job search anxiety to define all of your activities.  Maintaining your social networks and having fun is critical to keeping your sanity throughout the rigorous job search!

PR Tips: False: All Around the World Same Song

False: All Around the World Same Song

By Nicole Hayes

Cutbacks. Higher prices. Lost jobs, closed businesses. Foreclosed homes. For more than three years, we’ve been bombarded with these words. For some of us, this may be true of our current situation. Others may consider the possibility “contagious” and assume they’ll soon become infected, singing the same tune as those who succumbed to a failed economy. But what happened to viewing “the glass half full” instead of “half empty”? All around the world, it’s not the same song…and here’s why.

More people (whether or not of their own volition) are viewing the “economic crisis” as an opportunity to reinvent themselves or pursue dreams long ignored for the sake of a steady paycheck and benefits. Some women were managers and after becoming suddenly unemployed, found their joy and business in the kitchen. Other people put a twist on daily activities to offer as a unique product or service. So how can you sing a different tune when the world is cracking around you? Here are four suggestions:

1)    Listen to and understand what drives you, excites you. This could very well be your path to reinvention.

2)    Put your face in the place—Network! By maintaining relationships with old colleagues and friends and meeting new people, opportunities are often what you make of them.

3)    Go where the people are—Social Media.  According to a recent Pew Research Center survey, at least 79% of American adults use the Internet; of which 65% use a social media networking site (Facebook or Linked In)—this is up from 61% in 2010. Social media is a vehicle where you can receive broad and rapid responses to a need or pursuit. Give it a try! Some of us (myself included) are being forced to grow our skills in the social media space, where others are more adept. Saying you “don’t have time” or “don’t know how” are simply excuses that will shut you out of waiting opportunities. Update your social media profiles regularly, let people know what you do, what you need. Someone will respond!

4)    You frame your world with your thoughts, words. Simply put, if you think it, it shall be.

If you’re not already, we encourage you to follow one or more of these suggestions to create and seize new opportunities. The sad song someone else is singing doesn’t have to be yours!

PR Tips: Committed People Move a Message

Committed People Move a Message

By Nicole Hayes

For more than three weeks, Americans have witnessed a collective increase of committed people joining in a movement to highlight wealth inequality in the United States. “Occupy Wall Street,” which protests corporate tax avoidance and Wall Street bailouts,  started with angry New Yorkers and now people in cities across the country are ‘occupying’ this message. The 99% are telling the 1% “we’re not taking it anymore.” The movement has gained widespread participation, with ongoing demonstrations in Washington, DC as reported in this video clip. Organized demonstrations have been primarily driven by social media outreach. So far the demonstrations have been relatively peaceful and it’s hoped this continues. Will their message of “we’re not taking it anymore” bring about desired results?

A similar question was asked when a committed and hopeful people sought change and it happened: The resignation of longtime Egyptian president, Hosni Mubarak—a decision fueled by millions of in-person and virtual protestors. These protests, though very violent, were the catalyst for giving the Egyptian people a chance at democracy and deciding their future. In this, and other instances (ex: Civil Rights Movement), committed people communicating the same powerful message can bring about change.