Emanate PR

A Foodie Says Farewell to Gourmet

noreply@blogger.com (Emanate PR) — Mon, 02 Nov 2009 18:39:00 +0000

I have been a foodie since I first understood what that meant. So many memories center on what I was cooking or eating at the time and it is difficult to remember places I’ve been without first thinking about what I ate when I was there. Catching a whiff of a favorite bakery sweet (Italian seven-layer cookies, sourdough bread) or a sniff of a delectable savory (smoked gouda, sautéed onions, grilling steak) transports me to my “happy place.”

Between tasting and savoring everything I can get my hands on, and poring over and trying out recipes on anyone brave or hungry enough, I have always been a voracious reader of foodie magazines. And Gourmet, the self-proclaimed ‘magazine of good living,’ was always the first one I’d reach for to read – until October 5, when Condé Nast announced that the November issue of Gourmet would be the magazine’s last.

As Stephanie Clifford so eloquently put it in her New York Times article, “Gourmet was to food what Vogue was to fashion.” Under the leadership of Earle MacAusland, the magazine launched as a way to give its readers ways to live “the good life.” For forty years (from 1941-1980), MacAusland’s slick, color magazine successfully delivered recipes, articles and stunning photography of food and international destinations to the publication’s gourmand, upscale, cosmopolitan readership. For forty years, MacAusland listened to his audience. Gourmet drew an even larger readership through the economic booms of the 80s and 90s, with even more Americans having disposable income to enjoy “the good life.” Through the boom, and even with the 1983 buy-out by Condé Nast, the magazine continued to publish with its audience in mind.

Now, while I may not be the target audience (I’m certainly not wealthy and certainly haven’t been reading since 1941), the PR practitioner in me can see how the tide of the magazine turned as Ruth Reichl assumed the role of editor in chief in 1999. Reichl, while an exquisite writer, acclaimed food journalist and world-renowned culinary expert, stopped listening to her audience. The traditional Gourmet reader wanted to see stunning photographs of lobster prepared in the French style, then read an article on how to recreate the delicacy themselves, then read and see more opulent photographs about where to find the world’s best lobster in a James Beard Award-winning restaurant in Provence. What Reichl gave them was David Foster Wallace’s 2005 essay “Consider the Lobster” which discussed lobster sensory neurons and the ethics of boiling a creature alive.

As the content began to feature the uglier side of “good living” and of food preparation, this target stopped reading. As Michael Pollan, author of “The Omnivore’s Dilemma,” explained in an AP article on the magazine’s closure, “[Gourmet] was reaching an audience that wasn’t sensitive to the political and ecological implications of their eating. It was largely a hedonistic community that Ruth [Reichl] introduced to some hard issues.” And, as the once-loyal readership began to dwindle, the advertisers followed.

With the last issue just hitting newsstands, I’m sad to see Gourmet go. I still have my storage bins full of dog-eared back issues and epicurious.com. And one extremely powerful PR lesson: Always listen to your audience.

Farewell, Gourmet. This foodie will miss you.

Alexandra Peterson

Badvocates

noreply@blogger.com (Emanate PR) — Mon, 26 Oct 2009 21:38:00 +0000

A recent Forbes article talked about the power of the influential blogger. One who has many a following and often rants and raves about your brand’s doings – in fact, they even named them: badvocates.

More and more, big name companies are starting to treat critic bloggers like influencers with “real” briefings, “real” meetings and “real” access to the organization. Why? Because they represent 20% of the population online and reach an estimated 14 people with their opinions.

If you’re a smart marketer, you’re already likely monitoring the web for hot conversation and negative topics and in many cases, you’re identifying who your brand’s “badvocates” are – but it might be time to push ourselves to not just watch - but invite them in, as in the case of GM (described in the Forbes article mentioned earlier). A once notorious GM “badvocate” was invited to Detroit and encouraged to log the details of his trip, posting video of interviews with CEO Fritz Henderson and other executives…interestingly, that “badvocate” says he will still speak out against companies, but he's more likely to talk to them first to get information and comments. Why? Same reason as the rest of us: "It's easy for a blogger to see a company as a faceless entity," says Scott. "We need to know there are real people out there."

The more we invite our friends (and foes) in, the more we can connect with them, listen to them and show them we are “real people” who care about what they think.

Blair Meisels

Transitions

noreply@blogger.com (Emanate PR) — Wed, 02 Sep 2009 14:39:00 +0000

I am not a tech guru. Actually, the extent of my tech experience stems from the use of my outdated flip phone. My heart belongs to consumer beauty PR and beauty supply stores – the aqua blues of Catwalk products and hot pinks and greens of Bed Head must-haves. I guess you can say my consumer beauty roots always show… But when Emanate offered a change of pace, I strolled right over to the tech aisle and never looked back… well maybe once or twice. But life is all about transitions, right?
My recent transition from Michigan forests to Manhattan’s Avenue C was a little bumpy, too. Instantly, I knew I adored the parks and trees and little boutiques that fill this artistic corner of Manhattan, but adjusting to the sleep deprivation from endless mariachi music playing in the bar beneath my apartment was rough.
One sleepless Thursday night, I gave in, got up and went downstairs. I walked into Baraza (www.barazany.com) for the first time and watched a live mariachi band and authentic salsa dancing. I was impressed. I ordered a margarita, practiced my fading Spanish, and went back upstairs feeling like I had accomplished something.
Walking home from work the next day, I stumbled upon a cow roasting outside of the bar next door to my apartment. The aptly named Sunburnt Cow (www.thesunburntcow.com) turned out to be an Aussie bar that couldn’t be passed up, so I walked inside and was presented with a James Bogues beer – free of charge! I walked home feeling just a little closer to the East Village.
Every day my adventures on Avenue C continue as I acquaint myself with the bars and restaurants born from the cultures of Turkey, Serbia, France, the Caribbean and Germany. Every day I get braver and embrace new opportunities… okay, drinks. But I also recently stopped in a Verizon Wireless store on the avenue, bought a Smartphone, downloaded the Bank of America mobile app and started depositing my checks through image-enabled ATMs. Bye bye lip applicator. Hello iPhone apps. My tech conversion was nearly complete.
Actually, my transition into mobile banking/consumer tech PR from consumer beauty PR has not been so different from my relocation to Manhattan from Michigan. There have been big changes, big investments and big growth. And after a couple months, it’s like I was born to talk tech – while looking fab, of course. A girl never forgets her roots.

Angela Altus

Culture Shock

noreply@blogger.com (Emanate PR) — Thu, 30 Jul 2009 16:17:00 +0000

Living in Los Angeles, I live and breathe diversity every day. Whether it’s listening to the local Latino radio station on my drive to work that also happens to play hip hop, ordering takeout from the local Thai place, or simply driving down Venice Blvd. and passing all the Indian stores and restaurants, LA just pulsates with vibrant and unique cultures.
It would be no surprise then that my local PRSA chapter recently hosted a panel on multicultural communications. Diversity is something inherent in my not-so-little town of LA, but this growing trend seems to be apparent all over the U.S. Projections by the U.S. Census Bureau show that the nation’s Hispanic and Asian populations will triple over the next half-century. The African American population is projected to rise from 35.8 million to 61.4 million in 2050, an increase of about 26 million or 71 percent. Given these statistics, it becomes very clear that multicultural communications will be an ever growing aspect of public relations, which is why it is important for us as communications professionals to understand how to reach these audiences effectively.
As PR professionals, we hear time and again the importance of LISTENING to your audience before throwing your own message out there. When it comes to multicultural communications however, the importance of listening and understanding the values inherent within the audience you are trying to reach couldn’t be more emphasized.
Most marketers think the way to reach a specific multi-cultural audience is to target culturally-based organizations. That’s just one way to go. Another way to target your particular audience is by researching interest-based groups related to that demographic. An example raised during the panel was the sport of soccer and its influence in the Hispanic culture. Looking beyond cultural organizations and into other areas such as sports can provide opportunities that a brand can leverage to reach their target group. In much the same vein, it is important to not focus solely on your target age demographic within that community. For example, one of the panelists highlighted their work with the U.S. Army’s campaign to reach out to African American youth, targeting 18-24 year olds. Aside from targeting that specific age group, through research they found that it was even more important to reach out to their influencers, who were coaches, parents, and other elders.
As America’s rich and diverse tapestry continues to grow, it adds an even more exciting layer to how we think about diverse audiences and how we can provide strategic thinking and program execution to cater to each. Hopefully you are fortunate like me to just step outside your doorstep and take it all in.

April Dornidon

Yesterday afternoon I was shown up by a seven-year-old...

noreply@blogger.com (Emanate PR) — Tue, 21 Jul 2009 18:19:00 +0000

As I sat on the crowded train during my commute home, I marveled as the child sitting across from me operated an iPhone with nimble, almost automated fingers. I can barely use the touch-screens of today’s cellular devices (heck, sometimes I get confused while operating my “wildly old-school” flip-phone with the sometimes-functioning buttons) and here this youngin’ was, playing with this phone like it was just another toy. (Insert cliché “OMG I’m getting old” moment.)

It often amazes me at how technologically savvy this new generation is; it’s not uncommon for children to own their own cell phones or computers. I never used a cell phone until high school, and that was when I borrowed my Dad’s Nokia that was approximately the size and weight of a brick. These days, we’re glued to our cell phones, Crackberries, iPhones or PDA of choice, constantly making calls and emailing from any location we choose.

These technological advances have done marvelous things for the business world. Now we can email clients from a taxi, hold meetings via video-chat and work seamlessly with co-workers who live thousands of miles away. On the flip side, this heavy reliance on technology has also made things more impersonal. I’ve emailed business associates for months before I’ve met them in person. There are many I’ve NEVER met in person. It’s often easier to think of people as names in our inbox rather than real-live folks, and as a result, we run the risk of not forming those all-too-important bonds.

My cube-mates often call me the Queen of Random Phone Conversations. They’ll overhear me talking, and ask “Um, Anna, were you just talking about cheeseburgers and Beyonce with our client?” Yes, yes I was. Despite not always having the opportunity to meet these individuals in person, I like to try and get to know them as I would if we were interacting face-to-face. Preserving the “getting to know you” process is of utmost importance- even if it’s not easy to do so these days. Taking the time to hone these relationships (whether live or virtual) allows us to better serve our clients, and makes us more connected in an age where true personal interaction is disappearing.

That seven-year-old can keep his trendy iPhone. I’ll stick with my dinosaur flip phone- at least until the power button stops working.

Anna Boisvert

I just bought my first New York Times….

noreply@blogger.com (Emanate PR) — Mon, 13 Jul 2009 13:20:00 +0000

…in Bushwick, Brooklyn.
Economic development. Urban Renewal. Gentrification. All progressive or terrifying words, depending on your perspective. For now, I won’t share my opinions on that. What I would like to point out is how media can be a major indicator of the changing face of a New York neighborhood.
Quick history lesson…Bushwick in the ‘70s almost burned to the ground in the blackout, and was unofficially known as the most dangerous neighborhood in town…a neighborhood that even the cops didn’t frequent (interestingly, the Times helped solved that problem too…by exposing the NYPD’s negligence of the neighborhood in the early ‘80s). However, given the cultural boom that has taken place in nearby Williamsburg, Brooklyn over the past 10 years, Bushwick is changing. Rapidly.
When my wife and I moved to the neighborhood a year ago, I was starting to think it was just our minds playing tricks on us. The overcrowded coffee shop (we only have one), new wine shops sans the bullet proof glass (not joking), the two hour wait at our one “hipster” restaurant…all pointed to change (and for those of you who actually know the neighborhood, I don’t count Roberta’s as a Bushwick restaurant…to me that’s East Williamsburg).
It wasn’t until the new bodega opened up around the corner that I saw the proof staring me in the face – The New York Times. A big stack is dropped off first thing every morning, but when I stop in at around 8 a.m. there are usually only three copies left. And I must say, reading it has never been so enjoyable.
A neighborhood that less than a year ago offered just one English language paper, The Daily News, and some seven Spanish language papers, is evolving. For better or worse…that’s up to you. But one thing I’ve learned is, while the silly saying goes ‘You are what you eat,’ I think for emerging urban neighborhoods, one could say, ‘You are what you read.’
I’ll update this post in five years when I pick up my first New Yorker.
For more on Bushwick, check out this blog.

Michael Egbert

Building Relationships

noreply@blogger.com (Emanate PR) — Thu, 09 Jul 2009 15:25:00 +0000

My little French bulldog, Beamer, has a thing for expensive facial products. Or – more precisely – where they’re sold. Several times a week he pulls me to a store in the neighborhood that sells $75 cremes and organic exfoliation systems. This store has a cool tile floor, it smells nice, and every time we visit the salespeople make a fuss over him and feed him all the dog treats he can eat. We are there so often that it’s getting embarrassing. Mostly because I never buy anything. We wouldn’t blame them if their enthusiastic hellos when we arrive started to tail off. But by now we have a relationship – a casual friendship – with these people that goes beyond being potential customer and courteous salespeople. They never, ever treat us like we’re wasting their time.

PR people, too, know the value of building relationships with key constituents – media, consumer advocates, community leaders, and policymakers – and especially so during the periods when we aren’t pitching something to them. When you invest in learning the interests and the needs of these groups, you can better serve your clients because you’ve built credibility and contacts. Good PR people are making calls, sending quick e-mails, and arranging background briefings every day. Not just when the release goes out or when you need a quick win. It’s the difference between selling and building a long-term relationship

Someday I will be in the market for body oil and hand treatments that cost about as much as dinner for two. And I know exactly where I’ll buy them. Beamer could lead me there with his eyes closed.

Julie Townsend

Anti-Social Media

noreply@blogger.com (Emanate PR) — Mon, 06 Jul 2009 13:50:00 +0000

Anti-Social Media. There. I said it. But while I knew the concept had merit, I didn’t realize just how much until a recent trip to Bountiful. Well, actually, it’s Kaysville, Utah, but it used to be Bountiful, and a trip to Bountiful is just so much more fun to say. And yes, this post has just become a travel log.

During a recent trip back to the homestead, I realized that my parents have been fighting technology – in the literal sense – for quite a while. Not because they don’t welcome it, but simply because they’re so busy being parents and grandparents and great-grandparents that it simply snuck up on them. One moment, something called WordPerfect (Google it) is making some neighbor in Provo a millionaire, and the next we’re talking micro-chips, identity theft, and mobile banking. And that’s just on their local news broadcast. But the conversations thrown around our family dinner table? Those truly raise my awareness of the anti-socialness (my blog post, my vocabulary) of social media.

In between “pass the salt” my parents listened in horror as three generations of family members conversed in a foreign tongue using mostly verbs like “Googled,” “friended,” “tweeted,” and “IM”d,” to name just a few. And then you throw “comments on my Facebook page", “are you following me on Twitter,” into the conversation, and you’re really heading for great generational communication – in which Grandma and Grandpa tend to be non-participants. Add to that mix the iPhones, iPods, Blackberries, and cell phones that none of us are ever without, and you’ve excluded them even more. How can something so beneficial be so alienating? So anti-social?

To overcome this digital divide, we bought Mom her own NetBook for her birthday. What better way to have immediate access to the family blogs, the grandkids’ personal email addresses, the Gmail chat features, the digital photo downloads – all right there at her finger tips! And being the generous woman she is – and always will be – she accepted it with gratitude and awe (and probably dozens of thoughts about how she was going to work that sucker). But to her credit, my mom hunkered down, dove into the password protection tutorials, the Gmail practice runs, the photo download and upload sessions, and even the Logitech Vid video phone capabilities, just for the experience of it all. Now THAT’S love! That’s true Grandma status if I’ve ever witnessed it.

To my family’s credit, the encouraging emails are pouring in. The over-the-phone tutorials are ongoing. The strategic grandson/tech wizard drive-bys continue. Will the constant advancement of technology and its uses continue to outpace Mom/Grandma/Great Grandma’s digital learning curve? Possibly. But who cares? Because we’re having some great fun catching up and reversing the Anti-Social Media trend, one trip to Bountiful – err, Kaysville – at a time.

Alan Newbold

You, Too, Can Learn From U2

noreply@blogger.com (Emanate PR) — Wed, 01 Jul 2009 13:04:00 +0000

Last week the Emanation met to discuss Professor Nancy Koehn’s Harvard Business School case, U2 and Bono. What can a bunch of PR professionals learn from the phenomena that is U2? Actually a lot. Dissecting the overwhelming genius, minor missteps and amazing luck of one of the world’s most popular bands may not make us rock stars but it reinforced many of the tenets that we have always known are true about success. Straight from the troops, here’s what we all can learn from U2:

Discover a passion for what you do and keep rediscovering it.

Be truth tellers – always have a POV.

Work with people who share your ideals, your humor, your work ethic, and your beverage choice (okay, I added the last one).

Give everyone a voice and a share in the rewards.

Invite in talent who bring something new to the party.

Invest in the business – you’ve got to spend money to make money.

Ask for and respond to feedback – frequently.

Take risks to capitalize on the next new technology.

Use your power – and in our case, it’s words – to make a difference (and this doesn’t mean to our bottom-line).

Work as a team.

Be willing to sacrifice short-term gain for long-term success.

Finally, and maybe most importantly, the shorter your brand name, the bigger you can make it on posters. From here on out, call us MN8.

Kim

How Are You Feeling?

noreply@blogger.com (Emanate PR) — Thu, 25 Jun 2009 13:48:00 +0000

Used to be that only pregnant women and your very closest friends and family got to tell you how they’re feeling. Suddenly, sharing feelings is all the rage. Breezy updates from current and ex-colleagues, personal friends and high school classmates are a constant on Facebook, and “friends” get to react to each feeling with a thumbs up or thumbs down.

Want to know how people are feeling all over the world? http://www.wefeelfine.org/ does a beautiful job of listening and then making the feelings knowable. Every few minutes, this site searches posted blog entries around the world for the phrases "I feel" and "I am feeling". It records the full sentence, and categorizes the "feeling" expressed in that sentence (sad, happy, depressed, etc.), and includes age, gender, and geographical location of the author. The result is a database of several million human feelings that can be searched and sorted across a number of demographic slices.

PR has an important role to play in this sea of emotion. Where our discipline has traditionally claimed “monitoring” as a key skill set, I’d argue that one of our most important contributions today is a new level of listening. It’s by actively listening that we are able to tap the arsenal of PR tools available – influencer relationships, traditional media relations and social media as the glue – to drive engagement for our brands, products and services. It’s by listening that we can take the overwhelming outpouring of emotion and make it knowable and actionable for our clients.

By the way, I feel fine and hope you do, too.

Kim

Embrace Your Inner Tech Nerd!

noreply@blogger.com (Emanate PR) — Thu, 28 May 2009 15:07:00 +0000

Earlier this month the University of Missouri’s School of Journalism announced a new requirement that all incoming freshmen must have either an iPhone or iPod Touch for use in all journalism classes. Associate Dean Brian Brooks said, “It’s a great way to deliver coursework in the space students already live. Creative educators are finding ways to engage students where they want to live and learn.”

Despite the criticism Brooks is facing for his definition of “requirement”, in this new era of technology and social media, I think Mizzou’s J-school is really trying to teach its students that it’s do or die time. If downloading information from an iPhone is the new textbook of the past, and with newsrooms shrinking and many journalists turning to online publications or blogs, the future of journalism is changing right in front of our eyes. It’s time for all of us - students, teachers, parents and professionals - to jump head first into the digital world.

As professional communicators, why wouldn’t we want to be immersed in this space? Whether it’s through our favorite blogs, podcasts, YouTube videos or Twitter, most of us are engaged in some form of social media every single day. So why not take that next step and fully integrate yourself?

At Emanate, we’re helping our clients and ourselves by embracing our inner tech nerd. We’re staying on top of where and how people choose to get their news, and we are dedicated to learning about and being a visible member of the social media revolution. And I mean let’s be honest, who doesn’t want an iPhone?

Kristen Commander

Redo

noreply@blogger.com (Emanate PR) — Fri, 01 May 2009 20:02:00 +0000

When in a lifetime do you have the chance to start over? To repaint the canvas of the person you are? To reestablish what you stand for? In times of uncertainty, we take a good hard look in the mirror and ask ourselves, do we like what we see – or is it time for something new? With the world the way it is today, it’s been hard to ignore the obvious – we could all use a little improvement.
Brands have joined us on the couch in their self-assessment. Now more than ever a brand can decide to buck up and stand for the things that really matter – the things we need to get us through these times. Rarely do brands get the opportunity to pause, reflect, do a little soul-searching along the way, and come back stronger for it.
Left and right, we see brands reinvigorating themselves, putting a new spin on who they are in light of these tough times. They now support us (Target), care about us (FedEx, Hyundai, JetBlue) – and ultimately want us to get through this together.
The question to be answered is who will come out of this better for it? Which brands will have shown us their vulnerability and integrity? And which brands will emerge solely as "me-too"s who hopped on the proverbial band wagon. We shall see as the dust settles…we shall also see if we, as consumers, are still holding on or if we've fallen off the wagon, too.

Blair Meisels

On-Demand Generation

noreply@blogger.com (Emanate PR) — Mon, 30 Mar 2009 13:47:00 +0000

It seems that every week, I read in a newspaper, ironically enough, that another newspaper is either cutting back its print edition or announcing its final edition. There's no doubt that the (media) times, they are a-changin' (sorry, Mr. Dylan).

Just think, future generations will be puzzled to hear that in our day, to watch Seinfeld, we had to be home at nine on Thursday nights; to read the news, we had to buy a physical newspaper using physical currency which we called "cash" and that it wasn't so easy for anyone to broadcast video to millions nightly -- unless of course you had an awesome name like “Arsenio.”

While it may seem like today's on-demand consumption of increasingly segmented media threatens the value of PR, it's actually the opposite. As broadcast TV viewership wanes and the glossies are on a serious diet, there is a boom in online publications where our earned media placements find a second long tail of never-ending shelf life through the multimedia Web sites of TV programs, newspapers, magazines, blogs and mobile devices. It could be argued that these on-demand impressions are more valuable than traditional ones, since the content was requested by, not forced on, the audience.

At Emanate, we’re helping our clients reach consumers by staying on top of where and how people choose to get their news – whether it’s the traditional daily newspaper or today’s tweets and Facebook. Because, as Mr. Dylan continued…

Then you better start swimmin'
Or you'll sink like a stone
For the times they are a-changin'.

Jaret Posmentier

The Importance of Corporate Storytelling

noreply@blogger.com (Emanate PR) — Thu, 26 Mar 2009 20:23:00 +0000

In today’s marketplace, companies are struggling to meet and balance the needs and expectations of an ever-growing list of external forces: investors, shareholders, boards of directors, consumers, employees, government agencies, the media…a seemingly endless list. . The only way to meet the needs of these stakeholders is through an engaged workforce that is passionate about the organization they work for.

Corporate America must understand that employees are the ones that deliver (or betray) the company image on a daily basis. Companies can maximize performance by mobilizing employees under one mission, exciting them with shared values and sending them into the marketplace with the tools necessary to deliver on brand promises. As Paul Argenti states in Corporate Communication, “Even when employees understand the company’s brand promise or key customer deliverable, it is not until they believe it that they can really help carry it out.” How do the best companies touch employees? They tell stories: why the company was founded, what the leaders envision the future to be, why the work being done is important.

Think of your own career history – at which company did you stay the longest? On which projects did you do your best work? I’ve always done my best work for clients who not only had a clear vision of what they were working toward, but a real connection to why they were doing the work to begin with. One of my favorite clients was a pharmaceutical company full of spokespeople that told stories. When the Global Head of R&D, Pr. Paul Herrling, was asked in an interview why he became a pharmaceutical researcher he told the story of how he survived polio by being airlifted out of Egypt to Switzerland as a child. When the same company launched a non-profit institute to treat dengue fever and multi-drug resistant tuberculosis in the third-world, the CEO, Dan Vasella only made brief remarks at the opening (two years in the making). He told the story of how he fought tuberculosis as a child, how his sister died shortly after, and how those experiences motivated him to try and help heal others suffering from this disease.

I was deeply engaged in the launch of this institute because I believed in the value of the work I was doing, and my client stood firmly behind the idea of corporate social responsibility. Since my own organization also had a history of social responsibility, I was able to align my values with my work, and understand how I contributed to the bottom line. As Annette Simmons suggests in The Story Factor,

“People don’t want more information. They are up to their eyeballs in information. They want faith — faith in you, your goals, your success, in the story you tell…Faith needs a story to sustain it - a meaningful story that inspires belief in you and renews hope that your ideas, do indeed, offer what you promise. Story is your path to creating faith.”

Corporate icons such as Jack Welsh, Lance Armtrong, or Dan Vasella understand the value of humanizing themselves and their corporations through storytelling. John Seely Brown, even quantifies the financial value of storytelling in Storytelling in Organizations.

“A well-known economist Deirdre McClosky wrote an article in the American Economic Review, that 28% of the Gross National Product (GNP) in the United States is accounted for by persuasion…Law. Public Relations. The ministry. Psychology. Marketing. What do these people do? They persuade other people…If persuasion is 28% of the GNP, you could make a good argument that around two-thirds of that is clever storytelling. On that basis, storytelling would have amounted in 1999 to activities valued at 1.8 trillion dollars, a number of decidedly non-trivial dimensions.”

We tell stories to explain, to demonstrate understanding, and to find common ground. Storytelling is a means of information sharing that binds and motivates people in a way that facts on paper never can. Storytelling is the foundation of any good relationship, whether between loved ones, friends, coworkers, or managers. One story can even drive hundreds of people to work together under one shared vision, and accomplish any goal.

Shauna Wreschner

China – PR Jackpot. Is it still? Was it Ever?

noreply@blogger.com (Emanate PR) — Tue, 10 Mar 2009 14:27:00 +0000

The Chinese describe their country as a “sleeping giant that has been awakened.” A country once isolated from the world and steeped in traditional culture is now a major player in the global marketplace following three decades of economic reform and open-door policies.

In short, China has become marketers’ eye candy. While most country’s populations are described by the number of inhabitants, China is more regularly described as 350 million households that need washing machines, 1.3 billion bodies that need soap and 2.6 billion feet that need shoes.

Chinese Know How to Tighten Their Belts

However, even a country claiming twenty-five years with an average GDP growth of ten percent cannot escape the effects of the current global economic situation. Factories are closing, companies still in business are freezing wages, and graduating students are entering the worst job market in decades. (Exact unemployment numbers are not made available by the People’s Republic of China.)

The Chinese are beginning to tighten their belts. To the average American, this means going out to dinner less frequently and skipping the annual beach vacation, but to a population that lived through the Great Leap Forward and the Cultural Revolution this means something entirely different. According to a report by Xinhua news agency, one Beijing office worker has made a public resolution to limit his living expenses to 100 yuan per week, the equivalent of $14.60 U.S.

Inherent Public Relations Challenges

If a sharp decrease in discretionary spending isn’t enough to scare marketers away, the inherent public relations challenges might be. Some points to consider:

Education: Nearly one in ten Chinese are illiterate and close to 50 percent have a primary education or less
Diversity: The Chinese population speaks seven different major dialects and countless sub-dialects, not to mention the cultural differences of the country’s 56 ethnicities
Censorship: Which publication would you like to pitch? People’s Daily, the mouthpiece of the Communist Party of China, PLA Daily, the official daily of the People’s Liberation Army or China Youth Daily, the voice of the Communist Youth League of China
Accessibility: You expect a country where over 50 percent of households lack a flushing toilet to purchase a television or even a newspaper?

Public Relations Opportunities

Then again there is always the law of large numbers. A marketer in a country of 1.3 billion citizens doesn’t have to reach every single person to make a huge impact. China includes 616 million cell phone users, 98 million digital TV owners, and 50 million bloggers.

Excuse the cliché, but with challenges come opportunities. Chinese are saving money through innovations in web media. Web sites such as Pinkewang.com invite users to share expenses with complete strangers to save money. People are sharing taxis, groceries, lessons and even houses.
And of course you can always reach the portion of the population that couldn’t care less about the state of the economy. Decades of fast development have created a young urban population accustomed to the finer things in life – designer clothes and the latest electronics all paid for with the ever increasingly popular credit card.

PR in China. Yes, no, maybe so?

Absolutely yes. Chinese consumers will probably fair the economic crises far better than Americans. A tradition of frugality and one of the highest savings rates in the world, the Chinese people still have money to spend if you can convince them to.

However, It is important to set expectations. Chinese traditions have been crafted through millenniums of history. Communication efforts will include a considerable learning curve and a few stumbles along the way. Be well versed in geopolitics, sensitive to China’s diverse population and in no time you will have millions hearing your message (most likely in Putonghua, Shanghainese or Cantonese).

The Oriental Pearl
Shanghai is home to 4,000 skyscrapers and growing – double the number in New York City.

Farmer’s Lean-To Home in Northwest China Decorated with Food Wrappers
737 million Chinese live in rural areas – double the entire population of the U.S.

Julia Ehrenfeld

Sometimes it’s the little things that count the most

noreply@blogger.com (Emanate PR) — Mon, 02 Mar 2009 18:40:00 +0000

For many of us, this period of economic uncertainty is the worst we have experienced in our lifetime. Everyday we are hit with news of significant company losses, drastic fluctuations in the stock market, record unemployment numbers, and the list goes on.
With this constant barrage of bad news, companies are being forced to do more with less – fewer employees, leaner budgets, but with the same demands.

With the increased pressures facing the American workforce today, it is especially important to maintain employee morale. According to the American Institute of Stress (www.stress.org), worries and fears related to the workplace represent the leading source of stress in American adults. More than ever, employees need to feel valued, informed and motivated.

A number of occupational-related organizations and resources, including www.hrtools.com, outline tips for how best to maintain employee morale. Several HR experts note it is best to continually communicate with employees about the health of the company, changes in staff, economic conditions, etc. Author, executive coach and communications consultant, Suzanne Bates feels talking with employees daily and even hourly is necessary as informed employees are empowered employees.

Most of all, it’s the little things that count. Thanking employees for going the extra mile, praising exemplary performance and consistent public recognition are recession-proof practices every organization should exercise.

One mid-sized Wisconsin business recently instituted “Therapeutic Thursdays” where the workforce gathers for an hour to reflect, recharge and reconnect. Teams listen to music, enjoy snacks or just talk. Managers report that this weekly - inexpensive - activity has been very well received by the employees and has strengthened the company’s culture.

At Emanate, we have made efforts to maintain our play hard, work hard ethic. We recently celebrated Fat Tuesday with the first annual Emanate Bake-Off where several staff members channeled their inner Betty Crocker to earn bragging rights as the best baker. Over half the staff competed in this year’s Oscar poll and soon, we will prepare for the internal March Madness tournament. The prizes aren’t significant, but the temporary distraction from the day’s news fuels a better working environment. Birthdays are now celebrated with homemade treats versus purchased pricy specialty creations, but the celebrations are just as meaningful. Friday afternoon happy hours still exist – we’re just supporting America’s breweries instead of costly imports.

Here’s to getting through it together and coming back stronger.

Kathleen McGraw

Remember the Hampton Pirates

noreply@blogger.com (Emanate PR) — Mon, 23 Feb 2009 20:08:00 +0000

March Madness is coming, and we can all probably guess the big names that will be invited to this year’s NCAA Tournament, or as it’s more commonly known, the Big Dance. Sure, the Blue Devils, Huskies and Demon Deacons (shameless Wake Forest plug) will likely be there. But so, too, will any number of teams you’ve never heard of. Take the Hampton Pirates, who in 2001 won their first NCAA Tournament game against Iowa State University in one of the biggest upsets in college basketball history. Teams like the Hampton Pirates show up every year, and without fail they destroy your bracket.

But how on earth do they get there? Seven-foot center? Negative. All-American? Doubtful. Hall-of-Fame coach? Probably not. Nine times out of ten, there’s nothing flashy about the way they do it. Put simply, they get the small stuff right. I’ll bet the Hampton Pirates didn’t have a state-of-the art arena and I’m sure they didn’t have a star-studded roster, but I would be willing to bet two weeks’ salary that they had the basics down pat.

The basics. Basketball players dribble and shoot. PR professionals strategize and pitch. If the Hampton Pirates were a team of PR professionals, we’d see them on the phones 24/7 fostering relationships, pitching stories and making their client’s presence known across the land. And they would know that one of the easiest ways to have someone ignore a pitch is to get something wrong. Say you add a few too many letters to a reporter’s name, or you send a food reporter a mobile banking pitch. These are the kinds of details – or fundamentals – that go completely unnoticed when you get them right, but that can cripple you when you get them wrong.

So when budgets are tight and clients need results, what can you do to maximize output for your client? Get the small stuff right and practice your fundamentals.

As I write this post, I can’t help but remember one of the saltiest, most annoying basketball coaches I’ve ever had. Over and over this guy would scream in my ear, “Hit the hands! Hit the hands!” Hitting the hands is when you make a pass and hit the other guy with a perfect pass, right into his hands. Back then, I didn’t always ‘hit the hands,” even though I always heard him loud and clear. Eventually, though, his words sunk in, and I become a good passer. And now – even though I’d never in a million years tell him this – his ‘hit the hands’ mantra is one I live by.

We all need to “hit the hands.” We need to remind ourselves that at the end of the day, our bread-and-butter tactics, like proactive media outreach, are our fundamentals. The more we hone our basic skills, the more useful we are to our clients.

In 2001, the Pirates made it through the first round of the NCAA Tournament, winning their first game 58-57 against Iowa State. Two days later they lost their second game to Georgetown. Why did they lose? I have no clue. But really, who cares? They got there. You may remember a Duke Final Four appearance, or a Big East conference victory, but truthfully, I’d rather remember the Hampton Pirates for getting the small stuff right when it counted the most.

Chris Lee

Improvising Your Way to PR Gold

noreply@blogger.com (Emanate PR) — Thu, 19 Feb 2009 21:36:00 +0000

"Spontaneity. Creativity. Increased intelligence. Emotional connections. Being in the moment. They are all present when improvising. It is impossible for all these things not to be there when improvising."
---Joey Novick, comedian and improv teacher

As a kind of throwback to my childhood dreams of being on stage, I recently signed up for an improv class at Upright Citizen’s Brigade. Something struck me as soon as I entered the small studio where I would spend Sunday afternoons hashing out crazy creative schemes in long-form improv – this world was a lot like PR. And it turns out that an improv stage is a surprisingly useful place for a communications professional to pick up tips and reminders.

Consider how improv looks to an outsider. It seems like a free-for-all, right? But good performers don’t just wing it. In an improv scene, you’ve got to establish who your characters are, where they are and what they are doing. And you have to do this right off the bat, or else your audience can’t really follow the scenario. It’s the same in PR. We have to establish the basics right up front. Who are we targeting and what are we trying to get them to think and do? What’s our theme and where do we want this to take the brand? In both PR and improv, the rush of the moment is what an outsider sees – the rapid-fire thinking on your feet – but it doesn’t really work unless you’re actively planning.

As a scene develops, it is the improv performers’ job to figure out what “the game” is - the unusual, distinguishing part that shapes the overall scene. If your scene starts out with one person in a pair saying, “It’s awesome having muffins for hands, I can take a nibble whenever I get hungry,” then that’s clearly your game. Sometimes the game is subtler and harder to recognize, such as a weird character trait. Regardless, the rest of the scene must focus on the game and heighten it – the performers must always connect new moves back to the original concept. Sounds like PR, doesn’t it? As communicators, it’s our job to spot what is unusual and differentiating about a brand offering and develop PR strategies that play into and off of that “game.” No matter how varied the tactical approach, everything should tie back to that unique, distinguishing characteristic of the brand.

Then there’s the principal of “yes and.” It’s ingrained in every improv performer that they must respond “yes and” to the material their partner gives them. No matter how off-the wall the idea, the scene moves forward only if one performer accepts the reality established by their partner and adds to it – as in, “Yes, you have muffins for hands, and they’re a delicious flavor of blueberry.” I’ve found that the principal of “yes and” applies equally well to our business. Things start to click when you accept suggestions from colleagues and build off them. Even if you don’t entirely agree with an idea, in practicing the “yes and” mantra, you acknowledge the given idea and advance or redirect it, creating a much more dynamic result. It’s how teamwork really works.

There are countless other parallels between the art of PR and the art of improv. But for me, the take-away is that PR and improv are both about a mental attitude of spontaneity and boundary-less thinking. And by following certain mental guidelines to frame that thinking, you get much more out of your creative train of thought. That’s important, because with so many trains running the same old rails, we need to keep finding new ways to be creative engineers.

Sarah Unger

Change = Opportunity

noreply@blogger.com (Emanate PR) — Tue, 10 Feb 2009 15:23:00 +0000

As media outlets keep evolving and changing, it is easy to be overwhelmed at the prospect of maintaining and growing contacts. As outlets change the way they report on stories and are structured and as reporter/producer roles involve more responsibility and the necessity to do more with less, PR people can step up to the challenge and create opportunity. But the only way to do it is that PR professionals have to change as well and find new contacts, new outlets to pitch and continue educating themselves on the changing media landscape. There are a few ways to do this.

First off, if any valued media contact is going through a tough professional time, reach out. One of my favorite mantras about pitching is that it really is a chance to make new friends – and now’s the time to act like one. Commiserate, brainstorm other opportunities together and help them talk through their options. Not only is this the right thing to do, but nine times out of ten as that individual moves into another facet of media – writing a book, contributing to a different publication, consulting on a TV show or freelancing for a variety of different publications, your relationship will also grow. One of my great contacts (and now good friend) was laid off from a high-ranking editorial position, only to now be running a very successful blog, contributing to a variety of women’s magazines on a regular basis, editing a large health Web site and writing a book proposal. We’ve partnered on a variety of ideas and articles and in her current role she’s become an even more valued contact for me.

What about a situation where it’s a brand new social media outlet? Or a national show that you could never break into? Whether you are just starting out or you are in your 20th year of working, making new contacts is a constant in our profession. Attend any media panels you can which are hosted by the various PR professional organizations and introduce yourself to speakers. Better yet, take the time to specifically identify who is critical for you to know (former contacts are a good resource for this) and invite them out for a meal, and offer to brainstorm ideas with them.

More than ever, our goal with media should be to make their jobs easier – in every contact with a reporter or producer, we should be striving to demonstrate how a relationship with us can do that. One of my most valued contacts with a national show came from a segment I helped out on that did not end up featuring my client. While some think that may have been a waste of time, since then, I have had the producer’s and host’s eternal gratitude, and my segment ideas get on frequently.

It’s also about perspective in times like this. While media is changing, there is still an overabundance of traditional and new media outlets to become familiar with. Between cable news networks, reporter’s tweets, influential online outlets and the updating of traditional publications to stay competitive, there are always new outlets and new contacts to make. Use the changes going on in media (personnel and otherwise) to motivate you to get to know as many media contacts as you can, in as many different places as possible. Enjoy the cocktails along the way.

Megan Driscoll

Social Media - Who Does It Belong To?

noreply@blogger.com (Emanate PR) — Tue, 03 Feb 2009 15:25:00 +0000

We hear the debate carrying on in offices and blogs alike about who actually owns this thing that has such an unownableness about it (yes, I made that word up, but as with my four-year-old’s coinage of the term “lasterday,” it just makes more sense than anything I could have found in Webster’s). For a while there it could fly somewhat under the radar, save for the occasional online crisis, but with the overwhelming adoption by businesses, the undeniable impact it had on our national political scene last year, and the feeling that everyone is already using social media channels so much that we are genuinely surprised when we find anyone who says they aren’t, every company is trying to figure out who owns it.

Is it public relations?
Is it information technology?
Is it direct response?
Is it customer service?
Is it internal communications?
Is it branding?

Well… yes.

Unlike other big web movements like Search and e-Commerce, social media really does involve everyone. Messaging is critical. Customer concerns are exposed. Employees are engaged. Technology is essential. Customer relationships are deepened. Your brand is on the line.

It seems that the biggest mistake some companies are making is to try to find an internal home where it is owned by one group (or person!), which doesn’t promote coordination and integration with traditional media relations, search marketing, paid advertising, operations, product development and customer relationship efforts. This siloed approach is typically an attempt to “do something” - which is unfortunately where a lot of companies begin in their adoption of social media.

Tackling this area in an exceptional way takes an effort to get everyone together from all marketing, communications and technology disciplines to develop an overall strategy and then define the specific ways to take advantage of this powerful channel into consumers’ lives. Our smartest clients are doing just that, getting all the right people in a room together and finding out that there are a lot of synergies between social media and all of their other consumer touch points – and they would have missed out on making their presence that much more effective. Plus, this way, we don’t have to argue over who it belongs to, right?

Glenn Whiting

The President’s “BlackBerry Jam”

noreply@blogger.com (Emanate PR) — Mon, 26 Jan 2009 18:19:00 +0000

I remember when the first of my friends received a BlackBerry for work. As he waited for emails summoning him back to his office at an investment bank at all hours of the day and night, I would play with the fascinating piece of technology, marveling at the idea that this little device was capable of sending my email from anywhere to anywhere … with no cords attached.

That was almost 10 years ago. Now the BlackBerry is ubiquitous. Scientists have studied BlackBerry addiction. Spas have developed treatments for BlackBerry-fatigued thumbs. Users have “pet names” (or epithets) for their BlackBerries. The tool has become essential for professionals from the C-suite to the cubicle.

So it seems only natural that the chief executive of the largest democracy in the world be able to use a BlackBerry -- particularly when that individual is an avid technology user, having harnessed it during his campaign to raise unprecedented sums of money, build a social network with more than two million users and amass an email distribution list of 13 million supporters. Doesn’t he seem like a guy who might have a use for a BlackBerry?

Obviously, it’s not that simple, and the security threats inherent in the President of the United States’ use of a BlackBerry are far more significant than those that might crop up through use by someone like … well, me. But setting security questions aside for a moment, the President’s use of a BlackBerry also introduces new opportunities for transparency and dialogue. For one, he commits his correspondence to be public – increasing openness and diminishing secrecy. But more importantly, by using a BlackBerry, the President retains a key channel for connectivity to his electorate – receiving unfiltered information from the “outside world” and demonstrating an eagerness for ideas and solutions from outside his inner circle of influence.

As professional communicators and marketers, we need our own form of the President’s BlackBerry. What are the ways that we can stay in touch with our electorate – or target audience? How do we effectively validate ideas that may sound brilliant in a creative brainstorm but could fall flat in execution? How can we look outside to generate fresh, new ways to effectively deliver our message?

If we include these important steps in our planning, we’re more likely to hit the mark with programs that resonate with our target and drive results. The approach isn’t as simple as a piece of technology – but when I solve it, I’ll shoot you a note from my BlackBerry.

Katherine Ducker

Word Up

noreply@blogger.com (Emanate PR) — Wed, 21 Jan 2009 14:18:00 +0000

To those who cling to power through corruption and deceit and the silencing of dissent, know that you are on the wrong side of history, but that we will extend a hand if you are willing to unclench your fist." Barack Obama, 1.20.09

Republicans, Democrats, Independents, Libertarians - whatever your political leaning, I think we can all agree this week that words -- spoken thoughtfully, convincingly and eloquently -- can move people. It's not my intention to debate President Obama's politics but to underscore how a little-known junior senator from Illinois just a few years ago has mobilized millions to attend his rallies, support his campaign and ultimately, elect him to this nation's highest office by not underestimating the power of words.

As communicators, words are the building blocks of everything we do, yet I think too often we don't place enough emphasis on the importance of words. We throw them around without much care. We abbreviate them because we're just too busy or we fail to economize them, diluting their effect. But consider what we could accomplish with a well turned phrase. We could soften up a grizzled reporter with a few kind words about his latest article and maybe make him a bit more receptive to our pitch. We could turn public opinion with a compelling newspaper Op-Ed. We could galvanize consumers to take action with the right communications.

True story. My dad put his name on the waiting list for Giants football season tickets in 1984. Every year, he would call the Giant’s office to see if he was any closer to his prize and every year he was told there were thousands of names ahead of his. Four years ago, my father sat down and wrote a letter to the Giants organization chronicling his experiences as a Giants fan, how he’d cheered them through terrible seasons (many) and championship seasons (fewer). How he’d first watched the team play at the Polo Grounds and witnessed Hall of Fame performances by the likes of Frank Gifford, Rosie Brown and Y.A. Tittle. My Dad word-smithed this letter for two weeks, making sure each word was right. A month later, he received a letter in the mail from Wellington Mara, the late owner of the NY Giants saying how the letter had moved him. I think you know how this story ends but suffice to say that since 2005 my father (and my brother and I by birthright) are the proud owners of NY Giants season tickets.

So, the next time you need to say something, make it count. Don't settle for words that don't work hard for you. Take the time to consider what you're writing and to whom you're writing it. Click on that online Thesaurus. Play around with interesting word choices. Be deliberate about the words you use. Who knows? Maybe you could be our next president or find yourself in Row 19, Section 341 inside Giants Stadium.

MaryBeth Clayton

Seal it with a KISS...

noreply@blogger.com (Emanate PR) — Thu, 15 Jan 2009 14:26:00 +0000

Yesterday, I was in a meeting with a prospective client and I had a 17-year flashback that brought me back to Professor Jack Ryan's journalism class at the University of Southern California. While I was probably multi-tasking during class and jotting down a to-do list for my sorority's beach bash party, the topic of Jack Ryan's lecture stuck with me over a couple of decades. It was all about the "KISS Principle" -- Keep It Simple Stupid. At the time, he was referring to the lead paragraph of press releases, but strongly advised us to keep the acronym "KISS" next to our phones when we landed a PR gig after graduation. He said it would remind us that we should never over-complicate the PR strategies and tactics that we recommend to our bosses or our clients. Simple messages resonate.

Seventeen years later, there are so many more channels of communication and much more competition -- not only in the marketplace, but for time and space in the media. In 1992, no one knew what the Internet was! We barely used email. As communicators, we're constantly challenged with the need to break through the clutter, but that doesn't necessarily mean the bigger or wackier the idea, the better.

I believe the KISS principle still rings true -- and even louder -- in 2009. We need to remind ourselves that often we ARE the consumers we're trying to reach. We just survived the frantic holiday season and we're faced with what news media has described as the most "fearful year" from an economic perspective. With lighter wallets and less time to make purchasing decisions, we need simple, yet influential messages about the brands, products and services we consume!

We actually need to work harder and smarter to keep it simple, stupid. We need to figure out what makes the brands, products and services we're promoting really benefit consumers' daily lives, especially in this economic climate. Then, work backwards from there to come up with a much more impactful PR program. We still need to be creative and put relevant twists on traditional PR campaigns, but if an idea or a media angle takes more than 30 seconds to explain, then it won't stick. So think twice before recommending that crazy stunt or multi-phased launch with a spokesperson, a how-to-guide and an online contest! If we KISS, we're more likely to seal the deal with our current clients, our prospective clients and the media.

Christy Salcido

Applause, Applause

noreply@blogger.com (Emanate PR) — Mon, 12 Jan 2009 19:01:00 +0000

Last night I watched with glee as “Slumdog Millionaire” claimed victory at the Golden Globes, winning best picture of the year in the drama category. Mr. Boyle, I – like so many – have nothing but “mad, pulsating affection” for your exhilarating story. But it wasn’t until this morning when I read the post-show coverage (and was again struck by how bizarre Renee Zelwegger looked, a sort of thespian Q-tip) when I realized that “Slumdog” can teach us PR folks a thing or two about our work.

No amount of glitz or flash can take the place of an inspiring, authentic story. As we work with brands and those who steward them, we have to keep pushing to find the storyline...the one that’s true, that will affect the way our audiences feel, act, react, behave. We can fuss with words and schematics, write and re-write messages until we run out of PowerPoint slides – but unless we’re staying true to a story that will mean something to our audiences, we’re just falling through a hole into a big pile of... (if you’ve seen the film, you get where I’m going.)

Set goals and stick to them. Goals, objectives...call them what you will. But in that movie, the kids knew what they wanted and they didn’t stop until they got there. The same applies to communications – we have to make sure we’re clear from the outset, and keep going back to those goals to make sure we’re on track.

Success is a team effort. I won’t spoil “Slumdog’s” ending for those who haven’t seen it, but I can tell you that it took all three of the Musketeers to make it through...and in our business, we’re nothing without a strong agency/client team approach.

So as I join Brad and Angelina (who might just be the most perfect looking people in the galaxy) in our march toward Oscar, I’ll keep looking at the big screen for inspiration in my work. I’ll also wonder if we’d win more business if we ended every pitch with a big Bollywood dance number...

Mike Doyle

The Thin Blue Line?

noreply@blogger.com (Emanate PR) — Wed, 07 Jan 2009 17:34:00 +0000

Well, maybe not exactly, but as the new PhRMA guidelines take effect, the healthcare industry is once again trying to define that fine line that differentiates influencer education and undue influence. Is the line crossed by the volume of branded pens, mugs and prescription pads that are handed out? I'm not passing judgment on those tactics, but the new guidelines invite health industry marketers to evaluate their dealings with a wide range of influencers . As professionals in the field, we have been in the heart of this struggle, initiating the dialogue and creating codes with industry leaders -- including the representatives of PhRMA.

But should we draw the line only within the healthcare industry? We think not. At the end of the day, we are all responsible for influencing consumers on things that quite often (ok, maybe not always) significantly impact their lives. Marketing professionals should be interacting with influencers in the most ethical manner whether they be in the automotive, financial or consumer packaged goods industries. We suggest everybody take a look at these latest guidelines (http://www.phrma.org/files/PhRMA%20Marketing%20Code%202008.pdf ) and reevaluate their own practices. You might think twice about those branded shot glasses or free product.

Evelyn Sprigg