Feb
18

How Federal Agencies Can Be Effective on Social Media

Kerry Humphrey

Jim Holland, from our parent company Weber Shandwick, recently wrote a great piece for Government Executive about how government agencies can effectively communicate using social channels.

It’s a great read because it maps out four key elements of an integrated social marketing or public education campaign:

  • Increase the likelihood of change by involving our social networks
  • Break through the clutter with a powerful and emotional platform
  • Activate a diverse array of influencers and keep them engaged with content
  • Surround your audience with both traditional and digital tactics

As Jim affirms, following these steps can help government agencies successfully leverage today’s digital communications tools to drive action and impact.

Jan
09

2014 Congressional Outlook

Eric Hoffman

Flickr Creative Commons Photo by Ron Cogswell

While the polar vortex is keeping temperatures chilly (ok, freezing) in Washington, D.C., lawmakers have returned to Capitol Hill where legislative action is heating up.

In 2014, Congress will focus on legislation that it must pass, such as appropriations, as well as bills that serve to drive both parties' political agendas before this year’s midterm elections. I don't expect the bipartisanship that emerged with the budget deal at the end of 2013 to continue, so a major tax reform bill, gun control or new climate initiatives aren't likely to make it to the President's desk. Congress does need to pass legislation that lifts the debt ceiling before the Treasury Department's borrowing authority runs out on February 7. While Democrats want a clean debt ceiling bill, and Republicans want to extract spending cuts as a concession to lift the debt ceiling, both parties have a shared political interest to avoid an ugly debate.

If the bipartisanship that emerged at the end of last year does continue, immigration reform is the one major piece of legislation that stands a chance of becoming law. The business community supports it and the legislation would help the GOP politically with Hispanic voters.

In addition to the legislation that Congress must pass, you’ll likely see an array of “message bills” that are designed to help further each party’s political interests. Beyond the unemployment insurance benefits extension currently on Congress’ docket, Democrats will focus on other economic equity issues such as increasing the minimum wage. Republicans will attempt to keep the focus on the Affordable Care Act (ACA) roll out. A critical test of the fault lines between the White House and Democrats on the Hill will be the extent to which Democratic Members support legislation that modifies provisions of the ACA. Some vulnerable Democrats may seek to adopt a "fix it; don't nix it" approach in the face of the continued GOP efforts to repeal or defund the law - an approach frowned upon by the President, who sees it as a slippery slope that could eventually gut the new health care law.

Other issues that Congress could address include fast-track trade promotion, National Security Agency reform and new Iran sanctions if bilateral talks fail to produce any results by the May deadline. Also, five new Federal Reserve Board governors - including a new #2 to fill Janet Yellin's post - must be nominated and confirmed this year. This could change the make-up and direction of the Central Bank.

As with all election seasons, by about mid-summer, any serious policy work will need to be wrapped up as Members focus attention back home on their re-election campaigns. That said, every congressional vote this year will be viewed through the prism of midterm elections as incumbents seek to return to Washington and challengers seek to define those they are trying to replace.

Nov
13

Moscow Open Innovations Forum: Reputation Management in Social Networks

Michael Stopford

Russian Prime Minister Dmitry Medvedev’s top priority focuses on opening up his country to entrepreneurship and innovation. And it’s the same for the Prime Ministers of France and Finland (the Finns are already masters at this).

That’s why both countries co-hosted the second-annual Moscow Open Innovations Forum with Mr. Medvedev.

The Forum brings together thousands of government ministers, CEOs, academics and people active in "innovation" worldwide – from start-ups in Silicon Valley, to investors in London and California, to technology "incubators" from Paris to Moscow.

Representing, Powell Tate/Weber Shandwick, I was invited to talk at the Forum about reputation management in social networks. On the panel, we had the strategy head of one of Russia's biggest consumer banks – Sberbank – along with experts from Berlin and Moscow. It was a great session with lots of lively audience interaction.


The innovation landscape has become quite hot – and quite controversial – in Russia. As oil and gas revenue drives less economic output, there are high hopes for innovation. Russia is now calling on its long tradition in science and engineering – harking back to the Soviet Union and the space race era – to bolster its economy. However, these efforts are controversial, as some Russian elites believe too much of the state's limited resources are going to “flagship” innovation projects, like the Skolkovo project championed by PM Medvedev.

No matter what direction the state pursues, there is plenty of opportunity in this space. Everyone wants to be Silicon Valley. Everyone wants to be MIT or Stanford. Everyone wants to crack the code that these giants created: how do you turn academic invention into entrepreneurship and commercial success? How do you forge those transformational alliances between universities, start-ups, investors, funders and business?

To help drive these cutting-edge partnerships, we must leverage our insights into social networks and digital opportunity - where reputations are forged and broken in seconds. We have to project into the future of communications and be poised to catch our partners and clients as they land in this new space...

Spasibo bolshoi.
Michael

From left to right: Dieter Herbst, Honorary Professor, Berlin University of the Arts, Leslie Hobbs, Head of Communications, Reputation.com, Mircea Mihaescu, Director, Strategy, Sberbank of Russia, Sergey Mitrofanov, Chief Executive Officer, Pulsar Venture, Michael Stopford, Executive Vice President, Weber Shandwick

From left to right: Dieter Herbst, Honorary Professor, Berlin University of the Arts; Leslie Hobbs, Head of Communications, Reputation.com; Mircea Mihaescu, Director, Strategy, Sberbank of Russia; Sergey Mitrofanov, Chief Executive Officer, Pulsar Venture; Michael Stopford, Executive Vice President, Weber Shandwick

From left to right: Sergey Mitrofanov, Chief Executive Officer, Pulsar Venture, Ludmila Dobarina, Chief Correspondent, RIA Novosti, Moscow News and Michael Stopford, Executive Vice President, Weber Shandwick

From left to right: Sergey Mitrofanov, Chief Executive Officer, Pulsar Venture; Ludmila Dobarina, Chief Correspondent, RIA Novosti, Moscow News; Michael Stopford, Executive Vice President, Weber Shandwick

Nov
13

Closing Time: #BSR13

Eric Bloem

Weber Shandwick is the global agency partner for the BSR Conference 2013: The Power of Networks. Our Social Impact team will be sharing insights from the conference here on this blog as well as the Social Impact Blog.

Our third-annual BSR conference came to a close last week, bringing an end to three energizing days of networking, plenary sessions and workshops. What came through loud and clear at this year’s conference was the degree to which BSR’s network has developed over the past 21 years, and how this network has served as a powerful catalyst for inspiring solutions to the most challenging sustainability issues. 

From expanding efforts to promote worker safety in global supply chains, to understanding how businesses can best operate in a climate-constrained world, it’s that promise of collaboration and impact that keeps BSR members coming back year after year.

As we leave the annual BSR conference to again focus on our own challenges with a renewed sense of purpose, here are a few additional key insights and takeaways.

  1. Numbers matter. Innovation and new ideas are important, but to make true impact, we must scale solutions. In one session, Seth Goldman – co-founder, President and “TeaEO” of Honest Tea – discussed his decision to accept a major investment from Coca-Cola in order to “democratize” a lower-calorie drink option. In another, a speaker referenced Thomas Edison as a powerful example of the importance of scaling solution. Although Edison wasn’t the first person to come up with the light bulb concept, he was the first to be able to take it to scale.
  2. Anyone can be a leader. During our working lunch with Arizona State University and Triple Pundit, the Weber Shandwick team participated in a great dialogue about what it means to be a leader in sustainability. The consensus was that there is no shortage of ways to be a leader. They key is to choose an issue you want to lead and an issue you are best equipped to lead. Once you’ve discovered that issue, push for innovation, drive engagement among employees, consumers and other key stakeholders and communicate the impact of your programs.
  3. Solutions to our most critical challenges can come from unexpected places. We heard from the CEO of Participant Media, Jim Burke, who demonstrated how movies and documentaries are drivers of social change. Who would have thought we could develop a framework for inspiring social change using the movie industry as our guide? To drive understanding and inspire action, people need to relate to an issue area.And storytelling, whether through cinema or otherwise, is the method to make it happen. 
  4. The time is now. Perhaps the most powerful moment at BSR 2013 was Mary Robinson’s plenary discussion. Mary is the president of the Mary Robinson Foundation and former President of Ireland. As a self-declared “elder” in the social change movement, Mary spoke through the lens of her decades of experience. She recalled hearing Martin Luther King, Jr.'s “I Have a Dream Speech,” and being motivated by his powerful call to action: ”the fierce urgency of now.” While the issue may be different, Robinson pointed to this same sense of urgency in calling upon businesses to work with stakeholders to lead on climate justice.


Thank you to everyone who played a role in this year’s conference – we look forward to seeing you next year at #BSR14 in New York City!

Nov
08

BSR 2013: In Conversation with Honest Tea

Catie Caborn

Weber Shandwick is the global agency partner for the BSR Conference 2013: The Power of Networks. Our Social Impact team will be sharing insights from the conference here on this blog.

On the second day of the BSR 2013 Conference, I participated in a session featuring Seth Goldman, co-founder, President and “TeaEO” of Honest Tea, a Bethesda-based company with a “Mission in a Bottle.”

The company was initially started by Goldman and one of his business school professors, Barry Nalebuff, to fill the gap between the zero-calorie and the 100-calorie, sugar-laden drinks on the market. To that end, they created Honest Tea, with 20 calories.

Over the course of 15 years, the company has grown from a single niche product to offer beverages in five product lines – including a lower-calorie beverage for children. Since 1997, the brand has offered the first organic and Fair Trade-certified bottled tea, eliminated billions of calories from the American diet, supported the growth of organic agriculture around the globe, and promoted fair trade labor standards in the developing world.

But what’s particularly interesting to those of us in the social impact space is Goldman’s ability to scale a once-small company into a large, commercially successful one owned by a major global conglomerate – Coca-Cola – all while maintaining the company’s core social mission.

To take a step back, in 2011 Coca-Cola purchased Honest Tea after recognizing the growing consumer trend toward health and wellness, environmental consciousness and social responsibility. While on the surface it may seem like Goldman sold out to the big brand, the partnership has allowed the brand to scale the distribution of its beverages in a way that “democratizes” lower-sugar, organic, and free trade drink options. Goldman has also used the opportunity to influence Coca-Cola, by encouraging the company to offer its employees a 401(k) package that incorporates Socially Responsible Investment (SRI) options.

Goldman is one of the great examples of an entrepreneur who maintained the integrity of his brand by preserving a focus on health, the environment and social responsibility, while building a strong partnership with an organization that can help take that “Mission in a Bottle” to grand scale.

In close, Goldman evoked an old Chinese proverb, “If we don’t change the direction we’re headed, we will end up where we are going.” With any luck, Honest Tea’s story will inspire more entrepreneurs to use the power of business for social and environmental good.

Nov
08

Pop Culture as a Driver for Social Change?

Eric Bloem

Weber Shandwick is the global agency partner for the BSR Conference 2013: The Power of Networks. Our Social Impact team will be sharing insights from the conference here on this blog.

How do we accelerate social change?

With movies.

According to Jim Berk, movies can be a strong catalyst for change. Berk is the CEO of Participant Media, a company dedicated to developing entertainment that inspires and compels social change. Participant Media is responsible for well-known movies and documentaries, including The Help, Food Inc., An Inconvenient Truth, Lincoln and Contagion.

At the BSR Conference this week, Berk outlined a framework for catalyzing social change based on what he’s learned working on major motion pictures. These key elements are applicable not only to the entertainment industry, but to businesses, NGOs and any just about anyone who wants to incite social change.

1. Tell a story. And make sure it resonates on a human level. In The Help, audiences learned about the fight for civil rights in very personal terms, through the eyes of African-American domestic helpers.

2. Enlighten. Simplify a complex issue. Contagion, for example, informed and educated its audience about health epidemics in a compelling and suspenseful way.

3. Inspire. Connect with the audience. With An Inconvenient Truth, Participant Media turned a PowerPoint presentation into a film, making climate change and its impacts a vivid reality to millions of people.

4. Collaborate. With the release of Food Inc., Participant Media built a coalition of more than 100 NGO’s to educate the public about nutrition.

5. Engage. The audience needs to feel part of the experience by offering them simple actions to take. At screenings of The Cove, Participant Media invited moviegoers to tweet their disapproval of Japan’s treatment of dolphins to the U.S. Ambassador to Japan.

6. Empower. Provide information in the context of a solution. In A Place at the Table, the issue of food insecurity is highlighted, but the focus of the film is how to inspire a solution.

7. Inform. With the release of Lincoln, Participant Media connected with a network of high schools to provide students with a discussion guide that taught them about the importance of the 16th president in American history.

8. Relate. Frame issues in ways that link them to people. In The Soloist, the audience becomes deeply connected to a homeless, Juilliard-trained musician.


By taking these cues from the movies, you too can inspire social change. 

Nov
07

Three ideas I fell in love with before breakfast

Megan Torres

Weber Shandwick is the global agency partner for the BSR Conference 2013: The Power of Networks. Our Social Impact team will be sharing insights from the conference here on this blog.

On the second day of the BSR Conference, Marina Gorbis, Executive Director of the Institute for the Future delivered remarks during breakfast about “The Power of Networks.” Of her many thoughtful and moving comments, these three on education stuck with me.

The world as a classroom – Marina spoke of creating a disruptive, socialstructed movement to decentralize education (along with government and the way we work) and expand learning in a way that no organization can do. She shared the example of HyperCities a research and education platform where you can use your phone to travel back in time to explore the history of buildings and city spaces in an interactive environment.

Moving from episodic to continuous learning – Maria spoke enthusiastically about how content as a commodity leads to continuous learning and the rise of extreme learners. These are learners that are interested and motivated to soak up all resources available to them at any given time. She spoke of the rise of massive open online courses (MOOCs), which provide interactive user forums to build communities of extreme learners.

From institutions to learning flows – Maria spoke of learning no longer being confined to a place or an institution, but a flow. A river that you can dip in an out of. She referenced leafsnap, a free mobile app where the curious can take photos of leaves and visual recognition software can help identify tree species. Amazing. No hike will ever be the same.

This idea of open data as a means to move our work, learning and governance from institution-based to citizen-controlled was more breathtaking than the pastry bar. Maria asked the room, what idea have you fallen in love with this week? I think I just found it. 

Nov
07

Insights from BSR 2013: Launch Initiative Illustrates the Power of Networks

Catie Caborn

Weber Shandwick is the global agency partner for the BSR Conference 2013: The Power of Networks. Our Social Impact team will be sharing insights from the conference here on this blog.

Discussions around some of the most pressing issues facing our society, such as climate change, global poverty, or lack of access to healthcare, can often result in a gloom and doom outlook – but one of the things I love about attending our client BSR’s annual conference is the positive conversation around how organizations have accelerated progress and made an impact through a future focus. I had the pleasure of attending one such session that featured speakers from Nike and USAID (in the interest of full transparency, both clients of Weber Shandwick).

The session introduced and discussed the work of the LAUNCH collaboration, which is a global initiative between Nike, USAID, the US State Department and NASA formed in 2010 to identify, showcase, support and accelerate innovative approaches to a sustainable future that meet those urgent challenges facing our society. Since it’s inception, LAUNCH has conducted challenges focused on issues surrounding water sustainability, health and human development, efficient use of energy, and waste. Through these four challenges, LAUNCH has identified 40 game changing innovations that at scale, help create a better world. Innovations from previous LAUNCH challenges include:

  • Carbon For Water: delivering the technology to provide access to clean water to 4.5 million people in Kenya
  • Gram Power: providing thousands of people in India with affordable, renewable energy
  • Bioneedle: a biodegradable, implantable needle that delivers vaccines and dissolves in the body, allowing for mass distribution and minimal waste.


Currently, the LAUNCH collaboration is focusing on systems innovation to uncover innovations that will transform the system of textiles and fabrics to advance equitable global economic growth, drive human prosperity and replenish the planet’s resources. When you consider that each year, about 150 billion garments are created by a textiles industry that employs 40 million people globally, it is clear that there are major gains to be made in this field.

Working together, the organizations that act as conveners of the Launch Initiative acknowledge that they are able to accelerate progress and positive change that simply wouldn’t be possible without the collaboration. In this way, the session very accurately illustrated this year’s conference theme, “The Power of Networks.”

To learn more about the LAUNCH Collaboration, visit http://www.launch.org/. To follow along with the conversation happening around the BSR 2013 Conference, follow the Storify stream at http://storify.com/bsrnews/bsr-conference-2013-the-power-of-networks.

Nov
04

Insights from Net Impact Conference: CSR Reporting

Victoria Baxter

Eric Bloem and I attended last week's Net Impact conference. One session left me with a provocative reframe of CSR reporting. Teri Trielle from Cisco Systems said that her team had always been focused on preparing the report, but now they think about it as stakeholder engagement with the report as the outcome.

It might seem like a subtle nuance, but reframing reporting to be about engagement rather than solely focused on the final product is helpful in two ways. The first is something all speakers acknowledged - there isn't a huge audience for any CSR report. It can be very disheartening for the team to calculate the amount of work necessary to complete a CSR report by the comparatively small audience who will read it.
While the audience isn't large in number, it is a important one. Steve Lippmann from Microsoft used the analogy of a Velvet Underground record that might not have had huge sales, but it seemed that everyone who bought it eventually started their own band. Despite meager sales, it influenced a generation of musicians.

The second reason is to avoid or limit reporting for reporting sake. Given the influential audience who consumes reports and increased demand by responsible investors for ESG data, reporting is now a mainstream practice. Approaching this as an exercise in engaging key internal and external stakeholders puts the emphasis back on using the data to influence or at least inform business decisions. It's not just about the PDF, but the impact on policies and practices. 

Oct
25

Escaping a Crisis With Your Reputation Intact

Lance Morgan

Yesterday, I had the pleasure of doing a presentation to our BAE Systems client about crisis communications. I wish I could have done it today for I’d have a really good story to tell – about my own personal crisis.

Earlier this week, the “oil low” warning light went off in my new car. That was a surprise since I had taken it in for an oil change less than two weeks ago. Turns out that when the dealership put in the new oil filter, they put it in wrong. It malfunctioned, started an oil leak in the car and may have ruined the engine or caused a fire.

My auto dealership made a huge mistake that was potentially damaging, physically to me and reputationally for them. It’s hardly a crisis of the magnitude of the Exxon Valdez, but it was a crisis in the moment. (And if I had told you at the outset this was about an oil filter, would you have kept reading?)

Anyway, my point isn’t about how to define a crisis but how to escape one with your reputation intact or maybe even enhanced.

Naturally, I was livid that the dealership couldn’t install a new oil filter properly. I called them up to register my displeasure. Here was their response:

Within 24 hours, they delivered a loaner car and took mine back to the shop to inspect the problem and repair any damage they may have caused. No cost or bother to me. They goofed and owned up to fixing it.

We tell our clients all the time that the essence of good crisis management is how you respond to the mistakes you make. In most cases, that’s how crises are resolved and reputations protected.

Now obviously many of the crises our clients face are more complicated and difficult. But the difference is often a matter of degree not kind. The essential issue is always the same: if you make a mistake, fix it, apologize (if the lawyers will let you) and take steps to make it right for those who were affected and prevent it from happening again.

Mark Twain famously said: “Always do right. This will gratify some people and astonish the rest.”

Earlier in the week, I told myself I’d never go back to the dealer. Now, I am a fan. They made a mistake, which will not be forgotten; neither will their response.

Sep
10

Cracking The Code: Six Secrets To Successful Byliners

Bob Brody

Flickr Creative Commons Photo by LucasTheExperience


All too many experts at organizations, whether corporate or non-profit, remain averse to pursuing the publication of bylined articles. That’s because in some cases they may have no idea how to go about doing one.

I’ve never written for a trade publication, they say. How do you even know if an editor might be interested?

Well, it’s actually easier than you may suspect. In my experience, trade magazine editors, often craving content, are generally amenable to guest columns, especially from those highly qualified. In recent months, just talking health, I’ve seen clients publish in The Harvard Business Review, Modern Healthcare and The Healthcare Blog, three highly reputable national media outlets.

Recently a non-health client invited me to deliver a webinar about bylined articles. The resident experts there had long expressed reluctance to try any or produced poor material that wound up rejected.

Some of the basic operating principles I put forward:

  • Respect differences. A byliner is different from an op-ed – it’s advisory in nature, more of a how-to or news-you-can-use proposition. As in: Ten tips for strengthening your relationship with hospitals. You’re counseling your audience, attempting to be of practical service. 
  • Stick to the facts. Byliners are based largely on fact, drawn from empirical evidence, as opposed to mere opinion. For example, here are certain lessons about a topic or issue that you the experts have learned firsthand and now wish to teach others how to apply. 
  • Be important. Maybe you have something important to say; or better still, something important nobody else has said before; or best of all, something nobody else is even remotely as qualified as you to say. In short, you’ve earned the right to be the messenger. 
  • Go broad. The topic should mean enough to enough members of your target audience to count. Think big-picture. As in: “Why healthcare reform will ultimately succeed.” Avoid niche issues, too narrow a focus or saying something of only marginal interest. 
  • Deliver the goods. Case studies are always a plus, complete with lessons learned. Citing an industry trend comes in handy, too. So does leveraging a regulatory issue or pending legislation. Original research – a study or survey, or even anecdotes that spell an emerging a pattern – is often the holy grail. 
  • Package it all as an action plan with, say, your top 10 tips. Editors love top-10 lists – or, as here, top-6 ones. A longtime friend who is a corporate writer recently posted a piece on his blog with 10 reasons to avoid top-10 lists. I wrote back with 10 reasons why I disagreed.

By the way, the webinar with our client turned out well. More than a dozen senior managers dialed in for the half-hour session. In the months since, they’ve volunteered more frequently to take on byliners, and submitted pieces of a higher quality, than ever before. Indeed, a few are to be published any day now.

So give it a shot. After all, you’re the expert.


 

Aug
30

How to Compromise a Friendship with One Pitch

Rachel Ryan

More than any other city in the world, Washington, D.C. is infamous for its “networking.” This is town where even the most sincere of friendships are often colored with ulterior motives.

After all, “You scratch my back, I’ll scratch yours” is a concept that extends well beyond the backrooms of Congress.

In our case, media and public affairs go hand-in-hand. Journalists, or “hacks,” rely on us “flacks” as much as we rely on them. For every hack that hangs up the phone on your pitch or immediately funnels all press releases into her junk folder, there are many more counting on us for good stories, angles and interviews.

But what happens, in a town like D.C., when hacks and flacks inevitably mingle outside of work and develop earnest friendships? Some might think this sounds ideal but, trust me, it has a high potential for awkwardness if you get too overzealous.

No one ever wants to feel used. Just because you’re good friends with a journalist doesn’t give you, as flack, the right to call them up and pull the dreaded Friend Card.

Flack: “Please, do me this favor, as a friend, and pick up my press release.”

Hack: “… But it’s not a good story.”

Flack: “PLEASE.”

A good flack’s reputation is on the line every time they make a contact trying to “sell” a story. Begging a friend to write a piece for friendship’s sake is a good way to compromise a friendship or, at the very least, relegate your pitches to the junk email folder. The long-term trust and credibility of the relationship is infinitely more important than the short-term benefit of any one-time media hit you might have managed to wangle. Not to mention, if you have to call up a friend to beg for the favor, you clearly don’t have much faith in your story.

That is not to say, however, that you shouldn’t leverage your friendships, when appropriate.

I put the question to one of Washington’s esteemed political reporters who also happens to have been a good friend of mine since well before I became a flack. Our conversation went like this:

“I just feel weird pitching you or anything,” I admitted.

“Why?” He asked.

“Because I don’t want you to get the impression that I’m using you.”

“Please, that’s how the game is played. And you’re not using me. We need you as much as you need us.”

Aug
01

The Keys To Executive Visibility Are Right In Your Pocket

Bob Brody

Let’s suppose the chief marketing officer of your organization came to you and declared, “Our CEO wants to get out there in the media. Here’s his bio and some talking points. Now let's go schedule that close-up with Maria Bartiromo.”

What to do (even allowing for that slightly exaggerated scenario)?

As it happens, I took a crack at that very question in a recent talk about how to generate executive visibility that I gave at the annual conference of the Council for Responsible Nutrition, the leading trade association representing dietary supplement manufacturers and ingredient suppliers. Senior communications executives from a wide range of members, including Bayer and Procter and Gamble, attended the event.

First, a quick caveat. Contrary to popular belief, executive visibility is about more than getting public attention for an individual. Or at least should be. In its purest form, it means leveraging said individual to represent something bigger. A concept. A cause. A brand. Or maybe all three.

At its best, then, executive visibility has the opportunity to create value that extends well beyond mere media impressions. Ultimately, it’s all about personifying your organization and amplifying its messages. Your C-suite spokesperson has the potential to establish an identity for your brand and, most important, build a favorable reputation that will last.

Toward that end, Leslie Gaines-Ross, chief reputation strategist at our parent company, Weber Shandwick, recently conducted a survey on C-suite visibility via social media. Bottom line: CEOs should use social media – among other available options – for the purposes of communication, reputation and achieving business results.

As for my own basic guidelines for executive visibility campaigns, here you go:

  • Ask if you should do this in the first place. Seriously. Some CEOs would rather stay behind the scenes, and operate better there. Or prefer to deputize others to step into the spotlight. So be it. Just because executive visibility is on your checklist may turn out to be the least of reasons to pursue it.
  • Be strategic. Define, in specific terms, your intent and anticipated results. What’s in this for your products and services? Determine your target audience. Are you catering to Wall Street or The Hill or going B2B with a particular private-sector community?
  • Secure cooperation up front. You need to win the executive in question over to your mission. Hold a face-to-face briefing rather than a conference call. Only if you enlist support and create trust do you have a prayer of success.
  • Collaborate like crazy. You may have all kinds of good ideas about the right approach to take, but no doubt others will, too. Seek feedback from all quarters about your mission and likely positioning, then cherry-pick the smartest tactics.
  • Get personal. Any media profile of a CEO, for example, is going to get into what makes that person tick. So play reporter and ask a lot of questions, perhaps even enough for the CEO to wonder why you’re asking so damn many.
  • Get the story. What matters most to your CEO? Besides, how exactly did he or she transform your organization last year? Only then will your key messages rise above and beyond corporate boilerplate.
  • Be provocative, or dramatic, or newsworthy, or at least a little interesting. Please. Maybe your CEO has a surprising point of view to share, or a secret strategy or insight that no one has ever expressed before. It could happen. And once in a while it does.

Jul
31

Conflict Drives Media Coverage

Greg McCarthy

(Photo Credit: Paris on Ponce & Le Maison Rouge)

 

ABC News legal analyst Dan Abrams recently stated it well: “The media has a bias toward conflict, right? I mean in general, when there is a conflict, the media likes it.”

Media today is motivated to frame stories as the presentation of opposing views and opinions to stimulate conversations and engagements amongst audiences. Although facts get reported, they are a lesser priority to content that produces and provokes passionate responses and discussion.

In a thoughtful and concise recent article in The Atlantic, Ta-Nehisi Coates, explains that under Florida law George Zimmerman could not have been convicted for killing Trayvon Martin.
The article was remarkable in how clear the facts of Florida statute are and how absent these facts were from the majority of media coverage of the case and the trial. It was a sobering reminder for anyone involved in a high profile issue that receives significant media coverage: Emotion and debate are what drive media coverage, not the presentation of fact.
Corporations should take a lesson: no matter how compelling the evidence, plain facts alone will not help to tell the story in the media or online and rarely move the needle of public opinion. 

To make an impact, messaging must resonate emotionally. Effective engagement happens when allies and supporters are motivated and compelled to act — to share personal stories, to fight for a cause or to become a brand advocate. 

The key lies in presenting the facts of your case while engaging the emotions of your supporters, advocates and audiences. 

Jul
19

Bringing Creative Mornings to D.C.

Lesley Fulop

Powell Tate is excited to share that Joel Daly, senior vice president of experience design, was profiled in today’s Washington Post Express for leading the Creative Mornings lecture series in Washington, D.C. As head of the D.C. chapter of the monthly breakfast series, Joel invites members of the creative community for a conversation about their work and industry perspectives. Joel helped launch the D.C. chapter in January 2013, joining the legion of more than 50 chapters worldwide. The next Creative Mornings lecture will take place on July 26 at the local Beltway restaurant 1776, and will feature a NASA astrophysicist.

Read more about Creative Mornings and Joel’s role as host in Washington Post Express interview here.

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