Care Packages

Care packages...How we loved to receive a box or large envelope in the mail when we were college students! As I mailed the first of what I'm sure will be many such packages to my son last week, I thought about how we could offer better client service with a care package mentality. After all, isn't the goal of the package to show how much we CARE about the recipient?

Successful relationships are built when the communicator is:

C - Creative, Credible, Consistent

A - Articulate, Approachable, Award-Winning

R - Reliable, Reasonable, Respectful

E - Effective, Experienced, Encouraging

Package up your best attributes and make it a point to use them to the best of your abilities for your clients every day.

Gratitude to a Multitude

It has been a long journey to achieving my Accreditation in Public Relations and I want to thank all those who have supported me along the way.

Cathy Morley Foster of PRSA-SF for organizing the first APR preparation course I took four years ago.

Elisabeth Handler, APR, for teaching the APR prep courses I attended in 2005 and 2009 and for her supportive emails.

Phyllis Goodman, APR, and Sarah Grolnic-McClurg, APR, for organizing the APR process in 2009 and for their constant support.

Mike Miller for providing great advice for my PRSA Bronze Award submission. Once I received that honor, I had the confidence to complete the APR process.

Kit Ratcliff, Liz O'Hara, Heidi Bilodeau, Chellene Wood, and the entire Ratcliff firm for supporting and participating in the successful Centennial public relations campaign that was the centerpiece of my APR portfolio and the winner of several industry awards.

Beverly Butler, APR, Gerard Corbett, APR, Fellow PRSA, and Carol Crawford, APR, MBA, for their thorough review of my portfolio and the confidence they gave me as a result of the Readiness Review panel interview.

All my classmates in the APR Prep Courses. While I'm not allowed to name them due to PRSA's confidentiality guidelines, their input and feedback as I prepared for the panel interview and exam were invaluable.

Most importantly, my kids for their great advice on how to handle multiple-choice questions on a standardized exam and my husband for supporting and celebrating my professional development.

Now that I have achieved this professional development goal, I look forward to attaining my next goal: a full-time public relations or communications management position with a Bay Area organization. Please keep me in mind if you hear of local job openings.

Gratefully yours,
Mary

Breathing a Sigh of Relief and Sharing Study Tips

I'm so pleased to report that I passed the APR exam on Saturday. Here's a tip list of the areas that require your attention as you prepare for the exam:

1) Skip the History of Public Relations. While I can now list several early PR practitioners and their contributions to the industry, not one question on the exam addressed this area of study. It would be wise to spend your time elsewhere.

2) Business Literacy and Management Skills & Issues together comprise 20% of the exam. I suggest spending a good deal of time learning about organizational charts, employee communications, and line management.

3) Communication Models and Theories are a big part of the exam. However, you won't see any of the graphic charts of these models like the PR textbooks use. Instead, you will be asked how these models relate to current practice or a test case. Therefore, understanding the models and theories is much more important than memorizing them.

4) As every APR will tell you, the Researching, Planning, Implementing & Evaluating Programs portion is the heart of the exam. Memorize the ten-step process for developing a public relations program. Those steps will be useful to you in responding to several questions.

5) Most questions are asked in a case study/test case format. Therefore, textbook studying will only get you so far in preparation. In my opinion, on-the-job experience is the best preparation for the exam.

The night before the exam, I asked my children, all teenagers, for advice. They are professionals at taking multiple choice standarized exams after years in the public school system. They reminded me of the "process of elimination" technique whereby you immediately discount the answers that are wrong and then go back to the possible choices and select the best option. This was a comfort to me when I was confronted by a couple of tricky questions on the exam.

Best wishes as you continue your studies. I'm relieved to be through the process, but I really felt that the 8 months of preparation was time well spent on professional development. Next blog post will be a thank you note to my mentors.

James Grunig's Four Models of Public Relations

Another area to study for the APR exam: James Grunig's Four Models of Public Relations. Lengthy scholarly articles can be found on this topic. Here's a synopsis:

Model 1: Press Agentry/Publicity. A one-way communication method using persuasion to convince audience to behave according to the press agent's agenda (e.g. P.T. Barnum).

Model 2: Public Information. A "journalist in residence" distributes press releases in a one-way communication method. This model is focused on outputs, but does not concern itself with feedback from its audience.

Model 3: Two-Way Asymmetrical. The public relations pro incorporates feedback into efforts to manipulate the audience to behave according to his/her organization's agenda.

Model 4: Two-Way Symmetrical: This method uses communications and feedback as tools to promote mutual understanding and conflict resolution between the public and the organization.

It seems to me that for true health care reform to occur in the United States, we all need to focus on contributing to two-way symmetrical engagement. Otherwise, we'll end up with another Congressional circus--one that P.T. Barnum would appreciate.

To Memorize or Not--That is the Question

Last week, I spoke with a colleague who had taken the APR exam in June. Of course, she did not provide me with specific questions that were on the computerized test, but she did give me some valuable input. Her experience was that the multiple choice questions focused on public relations scenarios and practitioners would do well to leverage their expertise in selecting the answers.

This leads me to wonder about all the advice to memorize facts and diagrams I've seen from PRSA blog posts and Tactics articles. How much time should I spend on memorizing every communications theory listed in my textbook? Is it really important to know George Creel's contributions to the profession? (FYI, Creel headed the Committee on Public Information during President Wilson's era, using Four-Minute Men to deliver speeches across the country to sell war bonds, promote food conservation, and build up the Red Cross.) Or can I rely on my years in the trenches of the public relations industry to illuminate the correct answers?

In the two weeks I have left before the exam, I'll continue to review the communications models in my textbook and try to memorize a few more public relations historical facts. My hope is that my years of experience will truly be a boon and give me the confidence to pass this last hurdle on my way to obtaining my APR.

Donald Trump Loses Libel Suit -- Proof of Malice Was Missing

Bloomberg News reported today that Donald Trump's libel suit against New York Times editor Timothy O'Brien was dismissed by New Jersey state Superior Court Judge Michele M. Fox. She agreed with the reporter's lawyers "that the case should be dismissed, in part, because Trump failed to show he suffered monetary loss or defamation.

"Trump hasn’t shown 'clear and convincing evidence to establish malice' by O’Brien, Fox said in an opinion today."

For those of you studying for the APR exam, here's a quick review of defamation law and the common law defenses employed by the media. Remember, libel = published works, slander = spoken or broadcast words.

Legally, at least four conditions of defamation must be met to constitute a crime. The disputed words must:

1) Hurt the reputation of the victim
2) Identify the victim by name
3) Be communicated to an audience
4) Contain an element of fault
5) In absence of fault, the victim must offer proof of damages/injury.

The common law defenses again defamation include:

1) Truth - This is the oldest and strongest defense. The plaintiff must prove falsity and that the statement was made with malicious intent or by negligence.
2) Privilege - Fair and accurate accounts of what occurred in government proceedings or documents are also defensible.
3) Fair Comment - It is legal for journalists to offer their opinions about the performance of those in the public limelight like actors, politicians, athletes, musicians, authors, and other celebrities.

The lesson for Mr. Trump in this case is that defamation is extremely hard to prove, in the legal system and in the court of public opinion.

PRSA Code of Ethics--Summary

The Public Relation Society of America provides a comprehensive code of professional standards for the practice of public relations on its Web site. PRSA practitioners pledge to "conduct ourselves professionally, with truth, accuracy, fairness, and responsibility to the public; to improve our individual competence and advance the knowledge and proficiency of the profession through continuing research and education, and to adhere to the articles of the Code of Professionals Standards for the Practice of Public Relations...." These standards exhort each member to perform his or her duties with great regard for:
1) public interest, 2) honesty and integrity, 3) dealing fairly with the public, 4) accuracy and truth, 5) not knowingly disseminating false or misleading information, 6) not engaging in corruption, 7) identifying clients/company publicly, 8) avoiding undisclosed interests, 9) not guaranteeing results, 10) avoiding conflicts of interest, 11) avoiding personal conflict with interests of employer, 12) not accepting fees or gifts other than those provided by clients and employers, 13) safeguarding confidences and privacy rights, 14) not intentionally damaging the professional reputation of another practitioner.

I personally prefer famed public relations practitioner Arthur W. Page's more abbreviated and practical guide to the profession:

1) Tell the truth.
2) Prove it with action.
3) Listen to the customer.
4) Manage for tomorrow.
5) Conduct public relations as if the whole company depends on it.
6) Remain calm, patient and good humored.

Communication Barriers

Phrases like "communication barriers" are such an accepted part of the American lexicon that we rarely give them a second thought. Sure, communication barriers exist, but what are they exactly? Today's APR study session caused me to ponder a conventional list of these barriers and develop a corresponding list of current examples.

Barrier - Example:

Fuzzy language - Collateral damage
Misalignment with culture and values - Smoking in public in California
History of distrust - Big tobacco
Distractions - Blackberry/iPhone
Negative influencers - Global warming
Spokespeople with no credibility - John & Kate on marriage
Unreliable media - Polarizing radio talk show hosts
Gatekeepers - Apple's management team
Unfamiliar media - Twitter for the majority of Americans who don't tweet

Just Two Communication Theories?

I've been reviewing the "APR Study Guide" in preparation of my upcoming exam. As I finished the section on "Communication Theory," I was surprised to note that only two theories were identified: Agenda-Setting Theory and Diffusion Theory. Brief descriptions follow:

The Agenda-Setting Theory describes a process that is an interplay between three elements: the media, the public, and the policy-makers. At first, it was hypothesized that the media set the agenda, giving the public an issue to advocate for and the policy-makers the approval to legislate. Today, the application of this theory is regarded as multi-dimensional, where any one of the three elements can set the agenda and garner the attention of the remaining two.

The Diffusion Theory examines the sometimes lengthy process of getting humans (creatures of habit) to accept a new idea or product. It uses terms like "word of mouth," "innovators," and "early adopters" to describe its everyday application.

What would my revered professor from Saint Mary's College, Kusum Singh, think of this? I recall an interesting semester spent poring over several different communication theories, challenged by Professor Singh to examine how each played out in our everyday lives. My APR pursuit (back to the PR textbooks) has me looking back fondly on those college years and especially on the classes taught by Professor Singh. I hope she is happy, healthy, and inspiring a new generation of Communications majors at Saint Mary's.

Quest for APR Begins Anew

As you can see from my posts below, I was excited to pursue Accreditation in Public Relations (APR) four years ago. However, a busy client schedule with exciting projects put my professional development plans on hold. The APR would have to wait.

Today, I am happy to report that I am now half-way to attaining my APR. I recently received the official news from PRSA National that I had passed the Readiness Review portion of the accreditation process. A standardized test, like the AP exams my son has been taking for the past three years, is the remaining step in the process.

I plan to chronicle my studies for the APR exam here in my blog as a professional courtesy to my colleagues. From time to time, you'll find comparisons between the headlines and my textbook lessons. These brief case studies will illustrate the relevance of this refresher course to the day-to-day practice of public relations.

Wonderful Guide to Media Relations by Folks in the Know

I was researching reporters at The Seattle Times this morning and came across a wonderfully well-written Media Access Guide. A cooperative effort by The Seattle Times and the Asian American Journalist Association--Seattle Chapter, the guide was produced in early 2004. Non-profits and those new to the communications field will gain valuable knowledge from this easy-to-understand and easy-to-apply guide. It's so refreshing to see journalists put their efforts into educating the public about the mysterious and misunderstood process of landing a story in the newspaper or on radio or television broadcasts.

Visit http://seattletimes.nwsource.com/contactus/media/media_access_guide.pdf and enjoy.

Accreditation in Public Relations

On the first sunny Saturday anyone in the Bay Area can remember in a long time, I attended an APR (Accreditation in Public Relations) class with six other local professionals. Sounds dull, but on the contrary, we had a valuable and entertaining exchange of ideas and advice. The six hours flew by. We had an excellent instructor, Elisabeth Handler, APR, and the event was organized by Cathy Morley Foster, the Vice President of Professional Development for San Francisco PRSA.

I am looking forward to continuing my quest for APR. I think the rigor demanded by this process will pay off in big dividends for my clients and for me. Anyone wishing to know more about the accreditation exam should visit the web site: http://www.praccreditation.org/

Publicity for New Companies

Mark Zweig, publisher of The Zweig Letter, advises new architectural/engineering/consulting firms to conduct an in-your-face PR campaign as soon as the doors open. He writes: "When I speak of PR, I am talking about the media. You need a press list. It should have at least 100 editors and writers on it from all publications you would like to show up in. Then, you need to send them a press release (something they may consider newsworthy) on a weekly basis."

If you are considering writing your own press releases, check out my checklist below:

Writing a Press Release

Reporters, producers and editors expect to receive press releases in a standard, easy-to-read format that public relations professionals spend years mastering. Here are the basics to developing a good press release:

· Always include your contact information at the top of the page. This information includes your name, company name, phone number and e-mail address.

· The key to getting an editor’s attention is a short, catchy headline.

· Unlike a good novel, press releases provide the outcome for the reader in the first paragraph. Thus, an editor can determine if the story is a good fit for his audience quickly, without having to read through pages of extraneous information.

· The rest of the press release is devoted to providing the facts. Quotes from experts and statistics are used to substantiate the results that were delineated in the first paragraph.

· The final paragraph is called the "boilerplate." It provides the media outlet with background information about the organization releasing the information.

· Once the release is written, you can disseminate it to the media in a variety of methods. The most efficient method is to utilize a news distribution service (e.g., PR Newswire or Business Wire). These services, with offices in every major U.S. city, charge a fee for distribution. Their staff will help you determine the best distribution circuit for your release.

· Alternatively, you can do your own research and distribution. The first step is to call the newsrooms of local and national newspapers, radio stations and television stations and request the appropriate contact information for each media outlet. This research will take hours to assemble and you should be aware that personnel at media outlets change frequently. Thus, if you wish to send out additional press releases in the future, you will need to update your original research each time.

If a small business wants to develop an ongoing relationship with the media, the most efficient route is to hire a public relations consultant. A public relations firm will not only write the press release for you, it will also distribute the press release to the appropriate reporters, and "pitch" your story to the targeted media outlets. Public relations professionals constantly update their media databases, thus eliminating the need for you to devote your energy to researching this information. They also have contracts with the news distribution services that will ultimately save you money.

--Mary Tressel
mary@tresselpr.com