February 22, 2012
It’s no secret to many in the public relations field that I’m a supporter of the Public Relations Society of America. I’ve served the organization for many years as both a local chapter leader and a national Board member and officer. This year I’m serving as chair of PRSA’s College of Fellows. Because of the investment I’ve made in PRSA and the time I’ve spent as a volunteer I feel I’m qualified to speak out.
While I was on the PRSA national Board, and during my many years as a Leadership Assembly Delegate, I’ve seen the organization go through many changes and grow. I’ve reviewed many a member and non-member survey pointing to the needs of the membership. I’ve then watched both volunteers and our hard-working staff bend and change based on data from our members. And I don’t always agree with the changes we make. That’s because when you have 22,000 members (more than 30,000 if you include the student members) there are bound to be some people who don’t agree with everything we do. Especially in the past five years, I have been confident in PRSA’s changes and programs because they are ALWAYS based on research and data. The PRDefined project is no exception.
Three years ago, members asked for tools to help tell PR’s story to businesses and organizations. The Business Case for Public Relations was created by a broad-based group of industry leaders and is available to members and non-members alike. There are incredible resources there that I hope professionals are using. If you haven’t seen it, go look around and I’ll bet you find many useful items.
For as long as I can remember as a national leader, there has been discussion about redefining public relations. The definitions in use today are cumbersome and just not as relevant today as they were when they were created…by a committee. No one wanted to take on the challenge because it would be hard and likely controversial. In 2011, PRSA’s leadership decided the changes in the profession meant it was time to take on the challenge.
So, last September PRSA gathered a group of individuals from a broad spectrum of the industry, including groups outside the US, and put together a process to reach a definition. That process remained focused on research and data. Additionally, because of the complexity of the issue and the many facets of our industry, a representative committee was formed. Members and non-members were involved in the process and the committee set to work…on an impossible task.
Between late November and early December, professionals were asked to complete a form to create their definition. There was also an opportunity to comment, so professionals could discuss any concerns. It was hoped there would be consensus from the crowd-sourced definitions. As with all of the communications from the committee to professionals, there was an opportunity for comments. These were provided to the committee and I am confident they heard the comments that were sent to them.
Then, from January 11-23, the draft definitions were published for comment and discussion by anyone in the profession.
Earlier this week the results were sent out to vote as what was hoped would be the final step of a process. Unfortunately, the definition is…well…fairly cumbersome as one might expect from globally-sought research and a fairly broad profession. What I kept reminding myself, as I chose which option I preferred, is that this is a definition and not the explanation I use of what I do. My specialty is only one aspect of the profession.
What I was not prepared for, and I have to say I’m terribly disappointed in, is the plethora of professionals who’ve chosen to criticize the process using their own tools and mediums instead of talking directly to PRSA. I don’t believe the comments were sent to PRSA and I wonder if these individuals participated in the research process. None of the individuals who I’ve seen criticize the project has commented on PRSA’s blog on the subject.
If you are not happy with PRSA on this project, or another, please tell them. Please tell them directly. There are volunteer leaders you can talk with or you may direct your comments to COO Bill Murray. They need to hear from you on this issue and others. They do listen and they are doing as well as they can to represent the public relations field. It just really isn’t fair to take your concerns to other formats this late in the game. You should have been involved all along. And you should be okay that others’ views, as well as your own, have been taken into account.
I’ve thought about writing this post now for several days and the more I see those volunteers who worked so hard to get to this point being maligned, the more frustrated I get. This isn’t how we would counsel our clients to behave. In fact, it’s the exact behavior we often tell them is inappropriate. So, why are we doing it now.
I can guarantee you that PRSA has taken the time to listen to you. Please take the time to listen to them, learn about the process and color inside the lines. And, finally, if you don’t participate…you really have no right to complain.
February 7, 2012
Are you seeing the world through rose colored glasses?
This phrase has often been on my mind recently as we’re mired in divisive political discussions and this last week in the Komen/Planned Parenthood debacle. It has caused me to wonder if we can ever be unbiased, or ever read straight news stories. I realized we all have filters but they are often in our subconscious. It’s amazing we can hear the same words and listen to the same news story and come away with different interpretations.
When we read the paper, a magazine article, watch TV news or even (my favorites) Jon Stewart or Stephen Colbert, it is the reporter/anchor’s interpretation of a story; their version of an event. But what we actually hear is yet another version that’s colored by our own beliefs and background. It’s really not something we can control.
As concerned citizens and especially as public relations and communications professionals, we need to make sure we’re doing our best to remove those filters before advising clients or making decisions. I find one of the easiest ways to remove the filters is to gather information from many sources.
- Watch TV news on MSNCB and Fox.
- Read the local underground paper as well as the traditional daily.
- Listen to NPR and talk radio.
- Read a blog you like and then one that’s cited by that person as completely biased and wrong.
- Talk with – and listen to — people you know are on both sides of the issue.
One of the things I like about social media sites like Facebook is when people are excited about a subject, there are lots of posts/messages where I can learn. I suggest you read them critically. It may seem there are many different filters on a subject, but studies show we gravitate to people who are similar to us. It’s only natural.
So, while social media provides new sources, they might not present an opposing view. It’s easy to gain a false sense of security around an issue.
When next you are faced with learning about a subject, check your sources and add a few you might not normally review. Look beyond the normal websites and blogs to those sites, people and blogs you know will offer an opposing view. 
And for heaven’s sake, listen to what’s provided on all the sites, and from friends. If you read but don’t listen or learn, you’re just wasting your time. As a communications professional that’s a very dangerous road. You need to understand both sides if you’re going to offer advice.
If we’re going to make this world a better place we can only do this if we look at issues and situations through multiple filters. We will only be able to collaborate on an issue once we realize and accept the many different filters through which others see the same world.
How do you make sure you’re listening to multiple sides of each story?
February 3, 2012
This week’s news regarding the Susan G. Komen Foundation and Planned Parenthood sent shock waves around the world. Regardless of where you stand on the issue, this has been an important lesson in the power of social media and individuals to affect a decision.
This has affected me, and many of my friends and colleagues, in a variety of ways:
- As a communications professional I have read many posts analyzing the communication strategies of both organizations. There will undoubtedly be many more.
- The situation also puts the spotlight on the research smart corporations should complete before selecting community partners.
- As an individual, there are also obvious implications for personal funding choices.
The need for this research doesn’t change because the issue changes. Research and a strategic focus should always be part of a giving strategy.
I don’t want to get into who’s right and who’s wrong here but instead provide a guide to choosing nonprofits you support – as an individual or as a corporation. If we haven’t seen anything else this week, we’ve certainly seen the power social media has in swaying public opinion.
I’m sure you’d agree you want to know where your hard-earned dollars are going. It’s not that time consuming to make sure the vast majority of your check will go to direct services. Merriam Webster defines these as:
“active service on cases and work with patients as distinguished from staff functions”
While I understand completely the need for administrative costs, it’s important to understand the details behind those numbers. Here’s a portion of my post from January 20, 2010 detailing the research you can do before writing that check:
In talking with my children about the importance of giving and the school’s drive, we’ve also had to teach them a bit about what unfortunately might be called the seamier side of fundraising. As we saw after 9/11 and the 2005 tsunami, there are unscrupulous fundraisers who are more than happy to take your hard-earned dollars. It’s important to take a few minutes to make sure your money goes where you want it to go. Make sure you give to organizations you trust, or that your friends trust.
Guidestar and Charity Navigator both offer services that help you learn about nonprofits. United Way of America is another organization that thoroughly screens their partners before providing them funds. And, of course, there are any number of blogs and experts out there to tell you what to do as well. One of my favorite public relations people, Shonali Burke, offered her thoughts about the aftershocks on fundraising.
If you have the time, an organization’s IRS Form 990 is a great source of information. Pay close attention to the percentages of funds that go to “program services” as compared to administrative costs. Program services funds are actually getting to those the organization helps while administrative costs are generally overhead. Personally, organizations I like to support keep their overhead to no more than 10% of expenses.
January 20, 2012
Living in an area that’s such a distance from the Lower 48/rest of the United States (AKA Outside) has many challenges, and even more benefits. Our cold and snowy winters are just one of the challenges we embrace living in Alaska. This year has been no exception…in fact the snowfall has been exceptional.
Many of us “make it through” winter with the promise of trips Outside to warmer places. Since it’s very difficult and time consuming to drive, we rely on air travel. That’s why when there’s a storm Outside that affects air travel we all take notice. We probably know someone affected.
This week’s snow and ice storm in the Pacific Northwest dramatically affects Alaskans because our hub, Seattle, is essentially shutdown. My Twitter and Facebook feeds are full of folks stuck in Seattle, Houston, Portland, etc., all trying to get home. The news covers stories from passengers trying to get out.
What’s amazing is how folks are just riding the wave and adjusting, even while frustrated. The common theme is Alaska Airlines and how well they are communicating with customers via social media tools. Using Facebook and Twitter especially, the airline regularly updates its followers with travel schedules. Reading the comments and following along they are engaging stranded customers one-on-one and offering suggestions, sympathy and even injecting humor. As a result their customers are, for the most part, relatively content to ride this out.
Does this take an investment on the part of Alaska Airlines? Definitely it does, but it also appears to be paying dividends for customers who appreciate the follow-up and the treatment. Is everyone happy? Goodness no, but the “thank yous” are far outweighing the #fails.
Because many people are likely beginning their trips in areas not affected by the storm and therefore might not understand what’s really happening in Seattle, Alaska Airlines posted pictures of its icy planes on Facebook. They tweeted them as well, helping people understand the situation. I mean…who would question why a flight is delayed or cancelled after seeing a plane that looks like that!
In this age where we always focus on the bad customer service and the poor use of social media, it’s important to also talk about the organizations that are doing it correctly. And, it’s also important for us, as customers, to say thanks. I did that yesterday…did you? And then there’s their mileage program…but that’s another post!
Do you have examples of good customer service that makes you more loyal? What company and why?
January 6, 2012
Happy New Year everyone. I hope you had a wonderful holiday season.
While much of the continental United States is enjoying a warmer than normal winter, Alaska has been bitterly cold with higher than average snowfall. It doesn’t make the news because most of you think it’s normal. For Alaska’s remote communities, their lives in winter depend on shipments that arrive before ice forms in the water preventing additional deliveries, except by air.
For those living in the west coast city of Nome and nearby villages, this winter has been anything but normal. An intense winter storm battered Alaska’s west coast much earlier than expected, meaning the last fuel delivery could not be made. With temperatures in the winter as low as -60 (without wind chills) the loss of this fuel delivery is truly a life or death matter.
What happened next was a series of discussions among local, state and federal governments to find a solution. The Sitnasuak Native Corporation signed a contract with Vitus Marine to have a Russian tanker deliver the fuel. What has happened since is an amazing lesson in international maritime law, federal maritime regulations and immense cooperation between private and federal entities. It was clear to most involved this was a critical situation. In fact, the tanker Renda began its mission (first heading to Korea) before all clearances were secured so it could arrive in Nome as early as possible.
Today the fuel is on its way to Nome and is expected to arrive roughly eight weeks after the originally scheduled delivery was prevented and in time for residents to remain warm this winter. The Renda is headed to Nome escorted by USCG Cutter Healy, the Coast Guard’s only operating Arctic icebreaker. The cooperation of various government entities and the (relatively) fast cutting of red tape and regulations to let a foreign ship conduct this mission have been amazing to read.
What has been interesting to watch, from a public relations/communications perspective, is the communication coming from those on the ship. Note that two reporters were asked to leave the ship at its last port since their presence violates the Jones Act. However:
- The Alaska Dispatch, a web-only “newspaper” is hosting a blog from the state marine pilot onboard the boat with the Russian-based crew
- That captain is also tweeting his progress and challenges using the handle @akicemission
- Traditional media coverage has also been extensive (Google Renda Nome for the latest)
Many are likening this lifesaving mission to the 1925 Serum Run when diphtheria was raced to Nome via dogsleds. Those involved are credited with saving many lives in the area. Today’s Iditarod Trail Sled Dog Race is along roughly the same routes. What’s unique about today’s mission from a communication standpoint is the use of web-based tools to tell the story while the mission is unfolding.
I have made this story as uncomplicated as I could but thought my readers would enjoy learning a little about winter in remote Alaska with a modern-day communications twist.
PS – As I was getting ready to publish this, Caray published another update reporting the crew is celebrating Russian Christmas aboard the ship.
