Engage or Not with the News Media

by Michael B. Perini, ABC
perini & associates

No matter what sector you work in, long-standing success won’t come without the support of an informed public.

I have more than three decades of experience dealing with the media — local, regional, national and international.  I have stood with the news media at accident sites and been behind the podium “live” in countless challenging situations around the globe.   I’ve participated in the 24 hour news cycle (which we thought was very short in the 1980s),  to the instant information age of today where we often have requirements to update the media nearly every 24 seconds.

The news media may have changed in form, i.e. a movement toward a more robust internet presence via web and social media outlets (facebook, twitter, smart phones, etc.) but the function and methods for gathering and reporting news have stood the test of time.

Here are some of the lessons I learned over the years that will assist you in your engagement with the media.  And, if  you think you don’t need to worry about standing in front of a camera…just check  the news today!  See how many  CEO’s, educational leaders, government organizations, non-profits, advocacy leaders are finding themselves on the front pages.

Getting Ready: Your success in an interview is directly tied to the quality of your presentation, your ability to articulate your messages, and the level of control you exercise during the interview process.  Never think an interview is a conversation or that you can “wing it”.  View it instead as an opportunity to make a well-developed presentation reflecting research, preparation and enthusiam.

Messages: Never do an interview unless you know exactly what you want to say and  how want to say it.  Anticipate the issues and questions of an interviewer and equip yourself with short, memorable, positive and relevant messages.

Use the “inverted pyramid” to structure your interview answers.  Lead with your most important message — your headline — then cover your messages in descending order of priority.

Be aware of interview time constraints and the importance of optimizing every moment.  Some interview situations will allow you to time to talk at length; however, for most you must distill your messages down to 12- to 15-second sound bytes or one to two dozen quotable words.  Given that you have no control over what answers an interviewer will use in editing the final story, each one of your answers should be a “home run.”

Personal Credibility: Remember, you are the expert (that’s why you’re being interviewed).  Use  your personal knowledge and experience to avoid speaking about your organizaton, activity or issue in the abstract.  In other words, if you can say, “I’ve flown the plane” or “I’ve talked to the people using the technology” do it.

Repeating Your Messages: An interview has a purpose and so should  you. During an interview, repeat your messages frequently.  Repetition increases audience retention.  It helps ensure the audience and the reporter will remember your messages.

Finally, don’t ignore the media.  Frankly, you can’t.  Maybe short-term but not forever.  Yes, engage!  Do so with preparation.   You wouldn’t go into potential combat without training and a good strategy.  Do the same when there is a camera focused at  you.

Filling out a community survey

by Michael B. Perini, ABC
perini & associates

One of the best ways to find out what the public thinks,  the attitudes of employees, clients’ requirements or what association members want is to conduct a survey.

For communities needing decision-oriented information, surveys also provide an excellent way of checking the pulse of the community and getting specific information from a cross-section of residents quickly.

But here’s the rub:  how you plan to use the information once gathered should inform the decisions you make in designing, conducting, and analyzing the survey, as well as presenting its findings.

I have found that too little time is spent on this critical first step.  In other words, the remaining elements of conducting a survey build from this initial action. So, my recommendation to you is to to seriously spend time on this crucial element.

The framework for organizing a survey is varied.  Specific methods range from face-to-face, telephone, electronic (web or email) printed mail and drop-off and pick-up. All of these methods have pros and cons.  For example,  the ability to let the interviewee see, feel and/or taste a product is an advantage of the personal interview.  However, personal interviews ususally cost more per interview than other methods.

Surveying by telephone is the most popular method in the nation. Might be because 96% of us have a phone!   However, many telemarketers have given legitimate research a bad name by claiming to be doing research when they start a sales call.

Web surveys are rapidly gaining popularity.  They have major speed, cost and flexibility advantages.  However, current use of the internet is far from universal.  Internet surveys do not reflect the population as a whole.

A survey project should not be left to the weak at heart.  There needs to be a commitment to the survey process and time must be taken to ensure the quality of the process. Remember:  the goal you seek,  when findings are presented, is  a valid survey.   We are not talking about simply clicking a button, as in facebook’s “like” key, when  conducting a comprehensive survey.  In other words, you want at least a 95% or higher confidence level.

To foot stomp: persons using the survey instrument  to gather information for the first time should consult an expert to assist in developing the survey design, writing questions, and planning the most appropriate strategies.

Here is a sample of survey questions from a TV show that might surprise you (answers at end):

1. An animal you cannot fit into a Mini car.

2. A food that has one or more holes in it .

3. Something made of wool.

4. A part of the body beginning with N.

5. A bad place to fall asleep.

6. A French ferry port.

7. Something you mount.

8. Something you lose when you get older.

9. A sport which involves throwing something.

10. Something that makes you close your eyes.

Some of the TV survey answers are actually very witty and some result from slightly mis-hearing or misunderstanding the question.  Another caution to be mindful of when conducting a survey. If these questions were designed to judge how carefully the viewing public reads and interprets questions, this survey really hit the mark.  If, for example, it was a survey of general or common knowledge, it definitely missed the mark.

(1. Mouse; 2.Spaghetti; 3. Cotton wool; 4. Knee; 5.Concrete; 6.Dover; 7. A mountain; 8. Your purse; 9. Tennis; 10. Dark)

Finally, what would you like to survey and why?  Drop me a post!

Tour de France 2010

by Michael B. Perini, ABC
perini & associates

The world’s best-known bike race is in week two.  Pre-race planning, daily route monitoring and post stage activities for the Tour de France is a huge undertaking.  Need I mention the logistics and medical requirements from July 3 to July 25?

The success of this strenuous event  – with only two rest days — will be due to the integrated approach of all the hundreds of elements that intertwine this 2200+ mile race.

Managing a public relations strategy is very similar to what goes into a successful Tour de France.  Pre-planning, on-going action and post-event analysis – with very little rest during execution — are crucial elements both in public relations and in this 20-stage race.

Stage 8, Tour de France 2010

Just as stage 8 from Station Des Roussess to Morzine-Avoriaz is to the racers so too are the complex climbs and challenging downhills to a well-orchestrated public relations strategy.

Here is some more race trivia:

1903 = First Tour de France

123,900 =calories burned by a rider in the course of the Tour

324,000 at 60rpm, 486,000 at 90rpm = number of pedal strokes taken per rider over the Tour

3 = average number of chains worn out by a single rider (Armstrong goes through one chain per week)

792 = total number of tires used by the peloton

10 = fewest ever finishers (1919, out of 69 starters)

Good luck to the riders!  Follow the race here.

And, best of luck as you begin your Tour de Public Relations!

Perini & Associates Blog Posts

by Michael B. Perini, ABC
perini & associates

We have reached the 200 mark!  From individuals wanting to know more about public relations practices to business owners seeking useful tips to improve their services.  From around the world, we are beginning to develop a significant group of individuals depending on the Perini & Associates Blog and willing to send us comments.

Your inputs, in a nutshell, continue to show us the importance of providing this blog on a regular basis.

From facts to case studies. From tips to useful information to assist you in your business, event or advocacy — I thank you so, so much for your interaction.

The comments below are typical of what we have heard and you can find them all — and more — in our current and previous posts. Please let me know if there is a topic that we should post or how we might improve our blog.

“This is such a great resource that you are providing and you give it away for free. I enjoy seeing websites that understand the value of providing a prime resource for free. I truly loved reading your post. Thanks!”

“I did like the article very much. Really was helpful. You know what was great? You only elaborate to a point with short and snappy answers. I believe that this approach will help and sustains followers running around searching for any advice. Your blog doesn’t require a reread.”

“Terrific work! This is the type of information that should be shared around the web. Shame on the search engines for not positioning this post higher!”

“Great information! You write it very clean. I am very lucky to get these tips from you.”

“Fantastic Info. Tweeted about it. I’ll bookmark this post too.”

“Hey, found your blog on Google and I will definatley be recommending and coming back to the site! =)”

“Can I just say what a relief to find someone who actually knows what theyre talking about on the internet. You definitely know how to bring an issue to light and make it important. More people need to read this and understand this side of the story. I cant believe youre not more popular because you definitely have the gift.”

Road to Nowhere

Zero to 60 = Road to Nowhere
by Michael B. Perini, ABC
Perini & Associates

There is the temptation to try every new gadget.  Eat at every new restaurant.  Try the latest aerobic exercise.  Or, be the first to punch that accelerator on a new car.

Going at public relations can be very similar for those not schooled in the art and science of PR.  Wanting to add every new practice into the PR “arsenal” without determining what the destination or return on investment might be is foolhardy and will prove expensive.

I am not against the latest or greatest.  I have my eye at the moment on an iPad, for example.  But, I do believe that going from “zero to 60″ without a proper map and directional signs will end up at a dead-end especially when managing internal and external communications in business, event or issues communications.

So, let’s try this.  A recent phenomenon in the digital world is to be on twitter, LinkedIn or facebook.  If you don’t know what any of these social media services are, please follow the links and then circle back to this post and keep reading.

When you click “Like” on a facebook page, for example, you are making a connection to that page. It’s very similar in public relations.  You need to weigh the consequences of jumping on board or liking every new strategic communications tool, like the social media options listed above, at the expense of traditional and often more successful tactics.

Sometimes a face-to-face meeting might prove more beneficial than texting to a client.  A simple 8×10 sign could be more valuable to getting your message across to customers than a glitzy web ad embedded with the latest flash technology.  There we go again…for more on this trend click….

The key is to have a communications consultant guide you through this maze of current and future trends, to gain speed and safely navigate the curves and bends by applying integrated strategy and proper tactics both traditional and new.

Again, don’t “delete” old public relations practices just to be the first on your block to have implemented the latest trends into your company.  In today’s tough economy, let’s not take that road to nowhere especially when going from zero to 60.

Crisis Communications

24  — Crisis Communications
By Michael Perini, ABC
Perini & Associates

One of the most edgy TV shows is all about crisis communication –24.

The iconic clock is always ticking in this real-time action series found on FOX about U.S. counterterrorist agent Jack Bauer (Kiefer Sutherland) who tries to save the country from foreign and domestic enemies in the course of 24 grueling hours (with each hour a separate episode).

I have been a fan for years.  I find that the best time to watch new episodes is when my heart is already racing while on the treadmill.   Each episode is packed with a series of incidents that require crisis communications.

A “crisis,” in public relations terms, is any event that draws intense, negative media coverage and interferes with normal business activity. Crises can cost organizations millions of dollars to repair or can potentially close a business for good.

Whether driving a car, helicopter or running down a street shooting at terrorists and trying to save innocent people, Jack is constantly engaging in decisions and conversation that the aftermath, if real, would leave companies in serious situations to handle.

This show, which just had the series finale 24 May, is all about getting the truth out — the goal when communicating to the public during a crisis.

Chances are your company is going to experience a crisis of some kind in the next several years.  How you handle the crisis with the public, the media and your own people will determine whether that crisis builds or damages the credibility and thus the potential return-on-investment (ROI) for your company.

In 2006, the following industries racked up the most business crises, according to the annual “Business Crisis Trend Report” by the Institute of Crisis Management:

1. Airlines
2. Software Makers
3. Pharmaceutical companies
4. Computer manufacturers
5. Natural gas companies
6. Petroleum refining
7. Health services
8. Banking
9. Security Brokers/Dealers
10. Telecommunications

What type of potential incidents could occur?  Below is my list. Please send me your list.

• A fire in a restaurant
• A virus outbreak at a hotel
• An executive accused of insider trading
• A school shooting
• Charges of illegal accounting practices
• A politician who uses a racial slur on camera
• A drug that’s found to have adverse side effects
• A robbery
• Cheating scandal
• A plane crash

Here are several lessons learned from 24 that can be applied to crisis communications.

1. Have a crisis communications tool kit. If you follow Jack Bauer he always has access to weapons or finds ways to get the tools he needs to survive.  You should build your own survival kit with items that include names of who is on the crisis management team,  key contact information, company fact sheets, copies of your company logos and  “fill-in-the-blank” statements.  For more suggestions on what to put in your kit.

2.  Have a crisis communication plan. Now, Bauer – this is a TV show after all – seems to come up with a plan almost immediately between commercial breaks! You will not likely have this luxury so I would recommend that you develop a plan now when you aren’t facing a crisis.  Some key elements to include would be to decide on your company’s position, designate and list spokespeople and include a tough question section.  Also, add prepared statements and sample news releases.  A checklist on handling media interviews is a must.  For more.

3.  Have a “911” crisis communications expert in your rolodex. Unfortunately, many companies have reduced their internal public relations staff as a cost cutting measure.  So, it means that these organizations must look outside their company to find the necessary expertise.  The success of any business, utility or organization rests firmly on its reputation. But, all that careful image crafting can be destroyed by one poorly handled crisis. That’s why businesses, nonprofit organizations, governments, universities and individuals hire experienced public relations professionals to portray them as beneficial, trustworthy and concerned members of the community.

So, make crisis communications planning a priority.  Remember, the clock is ticking….

Public Relations: The Key Puzzle Piece!

Final Puzzle Piece:  Public Relations

by Michael Perini, ABC
Perini & Associates

“Life: The Great Challenge” by Royce B. McClure is the world’s largest commercially made jigsaw puzzle. There are 24,000 pieces.  Once assembled this impressive, detailed work of art of measures more than 14 feet long and 5ft. wide. The only way that you can see and appreciate this creative picture is by looking at the entire puzzle.

The results are much the same for public relations strategies.  When public relations programs are dissected into separate components, like pieces of a puzzle, the return on investment is extremely limited.

Like a puzzle, a systematic and integrated approach to communication that builds to a goal is much more effective, and in the long term, the right approach.

The separate pieces of a puzzle in public relations are easily found without airbrushed acrylics that make up puzzles.   PR puzzle pieces include:  social media tools, community outreach programs, media relations activities, special events, video production, crisis communication strategies.  A good list to reference can be found here.

Unfortunately, there is a tendency to “plug and play” certain communication practices without an overarching, interlocking strategic public relations plan — the foundation that success is built on.

Public relations is the most important piece of the business puzzle;  the critical element that completes the  program, activity or a company’s return on investment.

Like the world’s largest puzzle or those much smaller, it would be frustrating to reach the end and find out that one or two puzzle pieces are missing.  Every care in packaging a puzzle is taken, even to heat sealing bags.  Much the same efforts need to be accomplished by business owners, event planners and issue advocates in public relations activities — except maybe for the polythene bag — to make sure that no pieces are missing and the client’s reaction is excitement rather than disappointment when seeking higher profits.