IABC Be Heard Weblog

Our June luncheon speaker, Stephen Barnhill, plans to reveal some lessons he’s learned while trying to change the world. From graduate school to the glamorous world of ad agencies to serving only nonprofits and mission-minded businesses, Stephen has amassed broad experience in institutional, corporate and marketing communications. Outside of work, he has served as a director of numerous nonprofits, including Operation Rainbow, The Park People and Houston Metropolitan Ministries.

I look forward to hearing his insights from a 30-year career. It got me thinking. What have I learned during the past 30 years?

Don’t burn bridges. No matter the circumstances for leaving a job, refrain from telling the employer what you really think.

Promise a date to finish the project and deliver early. Side note–as I’ve gotten older, this has become more difficult to do, but I still try.

Keep a master to-do list. With i-technology today, this is easy to do. Although I still tend to write lists in longhand on scraps of paper that end up on my desk, in my purse, in a notebook, next to my bed, on the refrigerator…

Make friends with your clients’ assistants. They really run the show and can get you answers much quicker than the client.

Take vacations. It helps refresh creativity if you take a break once in a while.

Vent and laugh. Confide in trusted friends or therapists. I can make referrals to the latter if you need.

Volunteer. Whether it’s at your kid’s school, your church, community organization or IABC (hint, hint), it can help you develop skills, meet contacts and feel good about contributing to something worthwhile.

Exercise. I recommend polka dancing.

Show your gratitude. With email, it’s even easier these days to dash a thank you to someone. It will make you both feel good.

Pray. As much as you want to be in control of everything, you’re not. Daily guidance is needed.

What have you learned over the years? Share your thoughts here. And thanks Stephen for the cue to reflect.

Open, transparent and direct communication–the final frontier. It’s what we all strive for but like a manned trip to Mars seems far from reality. Leave it to the exploration experts at NASA to set out on a journey to find this type of communication. And I believe they have. Yes, it’s a government agency, but somehow a group of young, unjaded employees at NASA dared to create openNASA.com. ESIG members had a chance to hear about the project from the head renegade, Nick Skytland, Project Manager of the EVA Physiology Systems and Performance Project.

It was great to see his enthusiasm for his employer. He thinks the glory days of NASA aren’t over. This is NASA: The Next Generation. And he’s using a blog site to reach out to the public and tell the story through the voices of NASA employees. Wow! An engineer who has helped design space suits along with a whole list of other unworldly accomplishments he mentioned gets the importance of communication. Not just top down communication. Open, transparent and direct with an invitation to start a dialogue. While no wine was served that day at the luncheon, I think we all felt a little lightheaded at the prospect.

We also questioned, so where does Public Affairs stand on openNASA.com? Well, not exactly enthusiastic support, but not death to the rebels either. In fact, the site welcomes their contributions as authors, but out of the 37 authors listed I only saw one communicator, the head of media relations for the Jet Propulsion Laboratory. But if they aren’t contributing I can guarantee they are monitoring–as they should. And I’m being open and direct when I say if this was a slam NASA site, there would be ways of dealing with the creators. I’m sure it’s in their policy manual somewhere.

Bottom line, openNASA.com is a great example of using social media to engage employees and get the public excited about what the agency does and plans to do–that is if they get funded. Would your company or client endorse such a site? Could a government agency be ahead of the curve on best practices in using social media to build an employee community that’s not afraid to communicate with the public what they actually LIKE about their jobs? And maybe get the public to change its perception of NASA as a has-been agency?

As an American and Houstonian, I left the luncheon actually feeling excited about NASA: The Next Generation. As a communicator, I felt energized and maybe a little indignant that a communicator should have been the brains behind openNASA.com. But I quickly got over that. Thanks, Nick. If the space engineering thing doesn’t work out for you, the communications world is at your command.

I was sifting through email back in April when I came across a plea for help. John Clemons, ABC, APR, a communications graduate student at Syracuse, wanted to interview senior communicators in three of IABC largest chapters–Houston, Washington D.C. and Chicago. His research would satisfy the final assignment in his Public Relations and Public Opinion Research Course while at the same time helping IABC learn what senior communicators really want. About 15 of our Houston communicators took part in the survey.

So what do senior communicators really want? Here are a couple of highlights or read the full report SU PR Research paper, IABC, 5-09. By the way, John earned an “A” on the project.

When asked how interested respondents are in preferred areas or categories of programming, several choices were listed: Skills-based/How-to, Best Practices, Communications Theory, Breaking News/Topical, and Other. Best practices and breaking news/topical received the highest responses, 76.1 percent and 61.9 percent respectively. It should be noted that skills-based/how-to category received a low 29.2 percent which indicates that timely, “in the moment” and successful examples of effective communications are preferred by respondents.

Survey participants were also given the opportunity to suggest one-to-three program ideas for senior communicators.  Two were repeatedly mentioned: social media and crisis communications, followed by ideas that leaned toward staff management and development, case studies, demonstrating the value of communications/return on investment, and a variety of other suggestions. Among them: “maintaining enthusiasm toward the end of your career, latest trends so I can keep up, and forming professional networks that last.”

I recently received the news that Mark Schumann, ABC, principal at Towers Perrin, is leaving Houston. He’s headed back to headquarters in Stamford, Conn., to lead the expansion of the company’s communication consulting work. It’s a homecoming of sorts for Mark as he worked in the Stamford office for six years before coming to Houston and he and his family still have a home there.

It’s very much a month of transition for Mark, as he will also be taking on the role of IABC International Chair. He will officially be crowned at the IABC World Conference in San Francisco next week. In my official capacity as the Houston chapter president, I want to thank Mark for his support of our group, from securing Towers Perrin sponsorships of our events, to hosting get-togethers for IABC elite and focus groups and speaking at our programs.

Personally, I will miss Mark as a friend who I’ve gotten to know better during this past year. He has encouraged me every step of the way during my presidency. It’s also been great to connect with Mark as a fellow proud parent of a musician and to learn that Mark has written a musical in collaboration with his son. I anxiously await the world premiere!

I invite others who would like to wish Mark the best in his new adventure to comment on this site. As for me Mark, we’ll always have New Orleans………..

Mark, Sean from South Africa, me and Pam McConathy on Bourbon Street at IABC Conference. Far right is Jane Voisard, Dallas IABC, pretending not to be with us.

Tracy Torma and Mark get wrapped up in their partying.

Mark and Sean get feathered.

What a great time!

By Scott Cytron, ABC, president of Cytron and Company, a consultancy specializing in public relations, marketing and communication.

ROI. Three simple initials that can make or break a campaign.

Why have we become so dependent on ROI? Pretty simple. If management can’t measure something in quantifiable terms, then how will anyone know whether something is effective?

My friends in PR who are reading this are smiling. PR certainly can be measured, but not in black & white or simple numbers. You might be able to figure out how many units were sold based on a media relations campaign, but you won’t know if you changed someone’s impressions of a company unless you ask them for an opinion. And, if you’re still telling your CEO or clients that the last story’s ROI you placed for them in the Houston Business Journal was worth $1,000 based on the number of column inches, you really need to go back to the drawing board.

This is a great time to work in public relations and communications because of social media. I think of social media and public relations as kissing cousins. Given the tools we have at our disposal to tell a story and influence opinion, we now have the ability to be creative, insightful and imaginative with clients and employers – way beyond the static news release.

Let’s share some stories about how our companies and clients are using social media to further their PR efforts. Comment on this blog and I’ll share your responses (by name or anonymously – you choose) during my presentation to IABC Houston on May 28 at Maggiano’s. See you there!

Pam McConathy, our VP for Professional Development, and I had the privilege to be on hand May 12 for the unveiling of IABC UH Student Chapter banner at the Jack Valenti School of Communications. It’s a big deal. Not only does IABC now have a banner presence among other communications organizations like PRSA, AMA and the Houston Ad Federation, it signifies much more. It’s a symbol of a robust chapter filled with students eager to learn about the field of corporate communications. Many thanks to Professor Mike Emery who worked with IABC Houston member Lauren Bohnstedt to revive student interest in our organization a couple of years ago. I love seeing the students attend our programs and events and I’m proud to attend their events–both as the president of IABC and as a UH grad. Go Coogs!

From left, Emily Polcheck, past UH student membership chair, Pam, me, Kehkashan Dadwani, new UH Chapter president, Professor Mike Emery and past UH president David Gonzalez. Emily coordinated the production of the banner with Gardner & Martin, Inc. Many thanks to Rick Gardner for donating his banner making services.

Mike Emery, faculty advisor for the IABC UH Student Chapter, presented past Chapter President David Gonzalez with a graduation present. David will be attending the IABC World Conference in San Francisco in June, sponsored by the Houston IABC Chapter. Watch for David's report in this space when he returns.

By Yolanda Green, a community pioneer, children’s advocate and media personality. She currently serves as the community relations director and host of “Outlook Houston” and “Going Green” for Houston’s CW 39. Check out the Green Room for show highlights, eco-friendly links and Yolanda’s green tweets. And be sure to join Yolanda as she emcees our Bronze Quill Awards Gala on April 30.

The launch of “Going Green with Yolanda Green” on November 2, 2008, made Channel 39 Houston’s home for Eco-tainment. The weekly half-hour program provides a creative venue for the station to highlight ways that Houstonians can embrace the environment in their everyday lives and enjoy living green.

When the project was first created, the Green Team began to strategize on how to communicate educational material in a non-traditional way that would not only engage viewers but also have a fresh and edgy format.

Historically, members of the management team had experienced success with embracing what some would perceive as sensitive issues and communicating them in such a way that viewers would be more accepting and most notably creating change in the community through a very successful adoption campaign. The Adoptation campaign (formerly Adopt 2000) launched in March 2000 and over the course of 10 years has helped more than 5, 500 children find loving homes.

Our initial thought was, if we could influence viewers to make the decision to adopt, how challenging would it be to get people to recycle?

The program’s launch was well received. Viewers immediately responded positively to the high-energy, fast-paced editing and light-hearted approach of the show host.  From an eco-friendly farm to homes made completely from discarded and recycled materials, the local flavor of the program also added to the show’s popularity and the ability for the station to generate revenue from those leading the green brigade.

In fact, the show became so popular that station management added a second run on Saturdays at 2 p.m. in addition to its original time slot on Sundays at 10 a.m.

2009 Bronze Quill Sponsors

Platinum Sponsors

Gold Sponsors

Silver Sponsors

Bronze Sponsors

Friends of IABC

By Mark Schumann, ABC, a Managing Principal of Towers Perrin, based in Houston, and the incoming Chair of IABC.  Towers Perrin, along with BP, is a presenting sponsor of the IABC/Houston Bronze Quill Awards Gala on Thursday, April 30. Mark recently learned he won his 16th and 17th Gold Quill awards from IABC, which will be presented at the World Conference in June. Read the blogs of Mark and other members of the IABC international executive board and senior staff at the IABC Cafe.

As communicators, we redefine the value we bring with each challenge we face.

When times are good we articulate value; when events are static we emphasize what’s unique; when days are chaotic we focus on the calm; and when times are tough we try to bring clarity and candor to ease concerns.

For many of us, what we experienced in Houston in the 1980s defined how we approach our craft. Those tough days of the energy bust taught us how to authentically communicate what people may not want to hear but which they will benefit from understanding.

So we have, in our town, the chance to look at today’s challenge with seasoned eyes. And we need them. At Towers Perrin, we recently polled “typical American workers” about the financial storm and – in a finding reminiscent of our hurricane – learned that people are doing what they can to “hunker down” until the storm passes. We learned:

•    82% of U.S. workers have been personally affected by the downturn in the economy

•    91% work for companies that have been affected as well

•    54% report their companies are not hiring

•    45% report staffing cuts at their companies

The results show that, in light of these actions, and the steady rise in unemployment, most employees appear to be shifting their focus from maximizing career advancement and incentive opportunities to securing basic pay and benefit packages.

So what can we do as communicators? We can start with the truth. And then edit.

This is not a time to spin, not a moment to fictionalize, not a day to embellish. The only way to credibly communicate during tough times is to imagine how the receiver will remember the message when times are good again. Think about three things:

What will disappoint. We so often brainstorm about what will please but the true direction during tough times is what may let a receiver down – an employee, a customer, an investor.

What people are hungry for. We try to please the people we work for but the hunger that should keep us thinking is that of our receivers – what they need, want, expect.

How people will read between the lines. We labor over words, and how they connect, yet may overlook what’s happening between them. Think about what is not being said.

In any crisis, we all want to “lock down” what we need to provide stability for ourselves and our families. We are critical to the efforts of any organization to authentically engage people during challenging times. But it will only happen if we carefully look at how we communicate from their perspectives – to walk many steps in their shoes.

And that’s something that comes naturally in Texas.

Have a good week.

2009 Bronze Quill Sponsors

Platinum Sponsors

Gold Sponsors

Silver Sponsors

Bronze Sponsors

Friends of IABC

By David Henderson, a communications and media consultant with global credentials, an author, and Emmy Award winning former CBS News correspondent based in the Washington, D.C., area. His latest book is “The Media Savvy Leader: Visibility, Influence and Results in a Competitive World.” Online: www.davidhenderson.com. David will be the keynote speaker at our chapter’s Bronze Quill Awards Gala April 30.

It used to be that we just had to keep track of journalists as they moved around their industry. Today, we have more formidable challenges to tackle as communicators. Not only are we witnessing seismic changes happening with the mainstream media but we, as communications professionals, face changing styles in how we communicate, on behalf of our organizations, our clients and ourselves.

Every week, if not every day, we hear of more newspapers failing or struggling to stay alive. Newsrooms are cutting staffs, cutting sections, cutting pages. Papers are trying to find a silver bullet to attract more readers and larger revenue streams online. They are not having much luck so far.

Faced with the reality of changing needs of traditional journalists, a broadcast media that has become more entertainment than news, and today’s fast-developing online world of social media, blogs, Twitter, and Facebook, how do we attract attention and communicate accurately, effectively and clearly?

Here are six suggestions for organizational leadership in today’s competitive world:

Advocate change – Learn the styles, trends and new protocols of today’s mainstream and online media as it shifts and jockeys to find a niche. Champion change in your own organization. Old habits die hard at many organizations, slowing them from learning new styles and embracing new techniques. While it might be an old habit and more comfortable, for example, to send out a press release, that kind of outreach has become less effective in today’s competitive world.
Embrace storytelling – Learn how to tell what your organization has to say in an appealing story. Storytelling is the singular most powerful technique for any organization or business to attract attention and trigger word of mouth buzz that will ultimately enhance leadership positioning. The media, whether mainstream or online, is always looking for a good story.
Think plain language – The communications clarity of business and organizations is too often polluted by obfuscated language of industry short-hand or over-worked business school jargon. As a communicator, translate opaque into plain and clear language that everyone will understand.
Reach out to few to achieve more – Develop working relationships with those individuals – whether journalists, bloggers, analysts or others – who are opinion-leaders in your industry or business sector. Chances are the list of authentic influencers is astonishingly short. Become a valued and trusted resource aside from promoting your own organization. The payoff will be exponential because of enhanced credibility, and the fact that the top thought-leaders in your industry will begin turning to you and your organization to learn more. With regard to the media, the days of blasting out press releases to thousands of people are fast coming to an end for the simple reason that a release sent to everyone is the antithesis of what any journalist wants or needs for a story.
Stop marketing and promoting, start listening – We are living and working in a new world influenced by vast choices online, a world of diminished influence for traditional advertising, marketing and promotion. This is the hardest thing for many organizations to grasp – that we must let go of old ways, and listen to the people who matter most to our organizations – customers, clients, buyers, stakeholders, the media – and get into conversations with them. There’s an old belief that the best kind of promotion is when a third-party person says something nice about you … and it’s never been truer than today. Listening and conversations lead to those who matter most to your organization telling others nice things about you. They become an army of ambassadors who build the best kind of awareness.
Become the credible voice and face of your organization and industry – Look around at today’s most respected organizations. In many cases, the top executives have high visibility, and are recognized as leaders – Tony Hsieh of Zappos, John Chambers of Cisco, Richard Branson of Virgin, Steve Jobs of Apple. They define and differentiate the image, integrity and reputation of their organizations through their own consistent openness and transparency as industry leaders, often leaving less outward CEOs to stand in the shadows.

It is not that difficult to achieve organizational leadership to capitalize on all the changes around us. It begins with the discipline of letting go of old habits that often no longer work, and recognizing that if we do not get more savvy as communicators, we might wake up some day to find that our competitors have.

2009 Bronze Quill Sponsors

Platinum Sponsors

Gold Sponsors

Silver Sponsors

Bronze Sponsors

Friends of IABC

I have read several articles and discussion boards lately offering advice for college seniors about to embark on their first professional communications job. It struck me that a lot of what’s being said could apply to seasoned communicators as well. I offer a few here.

Join and serve. No, not the army. Join IABC, but don’t just write your check and bide your time, become an active member. The best way to meet people is to join a committee and work on a project or event together. No doubt you can see the value of this when you’re just starting out, but networking like this can also help senior communicators. It’s a great way for sole practitioners and potential clients to connect. And for those who have a corporate job, it never hurts to keep in touch just in case your job becomes a victim of the economy.

Never stop learning. IABC members have access to numerous resources–publications, conferences, webinars, blogs, online discussion groups–from the international level to the local chapter. When you graduate college, it’s easy to think you’re done with learning, but it never stops. Sometimes I think senior communicators forget this, too (yes, a senior moment). It’s important to stay current on the latest technology. You don’t have to master it, but be willing to embrace it.

Read and read some more. Even though some newspapers are going out of business, there’s no shortage of material on the Web–especially blogs. In fact, several of our Houston chapter members have their own blogs. Here are a few. Let me know if you have a blog and would like to be listed on our chapter Web site. It’s one more linking opportunity!

Torma Take by Tracy Torma

The Portal by Elaine Krause

BlahBlahBlah by Beth Miller, ABC

Sandra Says by Sandra Fernandez

Salvo at Large by Suzanne Salvo

Think Foresight by Pam McConathy

Ed Schipul

IABC Cafe byIABC board members and staff

And check out the blogs of our Bronze Quill Awards keynote speaker, David Henderson. He’ll also be guest blogging in this spot in a couple of weeks. Happy Reading!