tag:blogger.com,1999:blog-52894185167129678142024-03-13T10:09:17.901-05:00Mr. Public RelationsAndrew M. Scotthttp://www.blogger.com/profile/15730355876958234964noreply@blogger.comBlogger68125tag:blogger.com,1999:blog-5289418516712967814.post-43591331548486227772014-03-30T15:23:00.000-05:002014-04-03T22:17:59.956-05:00Do the Creep: Facebook’s Pages to Watch<div class="MsoNormal">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh4BGi-4qmyvovfAi1r64m6U4ot59TYM2jJIh2G__6a9KwlN-2_sykoIr573mTw65BuJ0JJ3tDxlFOX3wX7bDBMQnrRcJalB-PYhXXE8IeuB978xrcCOuLe_8_BYFflWC7_-WS1GAQGQnQn/s1600/tumblr_lftwe3EFJv1qcnhhzo1_500.gif" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh4BGi-4qmyvovfAi1r64m6U4ot59TYM2jJIh2G__6a9KwlN-2_sykoIr573mTw65BuJ0JJ3tDxlFOX3wX7bDBMQnrRcJalB-PYhXXE8IeuB978xrcCOuLe_8_BYFflWC7_-WS1GAQGQnQn/s1600/tumblr_lftwe3EFJv1qcnhhzo1_500.gif" height="147" width="400" /></a></div>
They’re watching you!<br />
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Last July, Facebook introduced page administrators to the <a href="http://allfacebook.com/pages-to-watch_b121271">Pages to Watch</a> module, allowing them to choose up to five pages they did not manage and track their likes and other analytics. </div>
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With this year’s Facebook updates, the Pages to Watch tool has now been added into the social network’s <a href="http://allfacebook.com/page-insights-real-time-july-19-2011_b127792">Page Insights</a>, rather than being broken out as a separate module. The upgrades come with the ability to add more pages to the list as well as an analytical look at the number of posts and engagement those pages have received.</div>
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The tool comes with a few pros (instant analysis) and cons (hyper chronic competitive stress). <a href="http://www.insidefacebook.com/2013/08/20/facebook-allows-page-admins-to-monitor-competition-with-pages-to-watch-module-test/?fb_comment_id=fbc_149768068564684_297969_197048743836616#f3c5ae65fc">Many page owners are simply livid</a> that Facebook is openly providing “inside information about your marketing program so (the competition) can more easily monitor/monkey/copy your marketing strategy without having to go out of their way."</div>
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I can’t blame them for thinking that. It’s essentially the real-time social media version of <a href="https://www.youtube.com/user/thelonelyisland">The Lonely Island</a>’s doing "The Creep.” (Side bar – These guys do some of the best digital shorts. I’ve never been disappointed.) But there is a flip side…</div>
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If you’re competitive in nature, Pages to Watch provides a “challenge accepted” state of mind. Savvy marketing and PR pros should expect the inevitability (<a href="http://mrpublicrelations.blogspot.com/2011/03/early-adopters-and-social-web.html">don’t be a laggard</a>) and flip this resource to work in their favor and use it as a means to think more critically about their content and engagement strategies. </div>
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I was pretty excited because last Friday I got THE notification.</div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg-j0b-ciwg2m2jsW2QugN8F2UjscWuTfMvM7lFH14PNkaUdZG8_077ZDEkGQ5lfl9MrzSdwXtOkPP3sZwMnmNnBBmAO5dFCGAeRRqmKKZZ0XicTZDvul6h9AW65izL4Y6ladtRh7h8c-f3/s1600/Do+The+Creep.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg-j0b-ciwg2m2jsW2QugN8F2UjscWuTfMvM7lFH14PNkaUdZG8_077ZDEkGQ5lfl9MrzSdwXtOkPP3sZwMnmNnBBmAO5dFCGAeRRqmKKZZ0XicTZDvul6h9AW65izL4Y6ladtRh7h8c-f3/s1600/Do+The+Creep.png" height="66" width="400" /></a></div>
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In their
defense (whichever fan page it is), the odds are pretty strong that we’re
creeping on them, too. I immediately built my own list when the module first
came out eight months ago.<o:p></o:p></div>
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To paraphrase
Nicki Minaj, “Get your Facebook strategy flex’n and your analytics T-Rex’n, and
creep!”<o:p></o:p><br />
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<iframe allowfullscreen="" frameborder="0" height="300" src="//www.youtube.com/embed/tLPZmPaHme0" width="100%"></iframe>Andrew M. Scotthttp://www.blogger.com/profile/15730355876958234964noreply@blogger.com1tag:blogger.com,1999:blog-5289418516712967814.post-78991668700173064512014-02-18T19:17:00.000-06:002014-06-08T13:18:58.657-05:00My Red Obsession<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgHTjE8UI6Xvy5dY41GYqG7GCpZPsNucqmrjBNXB2syJkDNyrrKDAoAO_k2QUtRS_zbGywkQk4LxriPX4xX9aNGVE1szy9HzjVpHp4ysNl-qYNevY5AJzHZgzD2XgUUMhX_5aaLxSTHzVa5/s1600/My+Red+Obsession.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgHTjE8UI6Xvy5dY41GYqG7GCpZPsNucqmrjBNXB2syJkDNyrrKDAoAO_k2QUtRS_zbGywkQk4LxriPX4xX9aNGVE1szy9HzjVpHp4ysNl-qYNevY5AJzHZgzD2XgUUMhX_5aaLxSTHzVa5/s1600/My+Red+Obsession.jpg" height="165" width="400" /></a></div>
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<span style="font-family: Arial, Helvetica, sans-serif;">“For centuries, Bordeaux has assumed a mythical status in
the world of fine wine as a leitmotif of wealth, power and influence.”</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">Definitive words by actor and narrator Russell Crowe in the opening scene of “<a href="http://www.imdb.com/title/tt2419284/">Red Obsession</a>,” a documentary on Bordeaux valley and the
capricious nature of the markets and shifting fortunes of global economies that
link it’s grand influence of the wine making world. The film predominantly
focuses on the recent shift as China’s new elite bolster prices for the wine to
stratospheric levels.</span></div>
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<span style="font-family: Arial, Helvetica, sans-serif;">Getting to watch the film at the
annual <a href="http://wwfilmfest.com/">Washington West Film Festival</a> last fall, I can certainly attest that
it’s a fascinating, personal glimpse into the worlds of the winemakers and connoisseurs
involved in this centuries old process. It also got me reminiscing about my own
“red obsession.”</span></div>
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<span style="font-family: Arial, Helvetica, sans-serif;">As is with “<a href="http://mrpublicrelations.blogspot.com/2010/09/my-big-fat-library.html">my love of books</a>,” I’d
like to take a moment to share why I’m so obsessed with “the nectar of the
gods.” From the decadent taste of a freshly uncorked bottle to the splendor of
cooking with wine, I can thank wine columnist <a href="http://www.olemiss.edu/depts/overby/johnhailmanprofile.htm">John Hailman</a> for introducing me
to its graces five years ago. </span></div>
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<span style="font-family: Arial, Helvetica, sans-serif;">During my college internship with the
Overby Center for Southern Journalism, I had the pleasure of working with
Hailman, a fellow at the time, on the second edition of his book, “<a href="http://www.amazon.com/Thomas-Jefferson-Wine-John-Hailman/dp/1604733705">Thomas Jefferson on Wine</a>” as well as other law and wine related book projects. Like
the “Red Obsession documentary, his works allowed me the perception and
appreciation of a world that is, in fact, mythical and historical.</span></div>
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<span style="font-family: Arial, Helvetica, sans-serif;">When I finished my internship with
the Center, Hailman was gracious in giving me a signed copy of his Jefferson
book as well as my very first bottle of wine anyone had ever given me. A late 2007
harvest of <a href="http://www.hoguecellars.com/TastingNotes/Hogue/HOG11LHRies.pdf">Hogue White Riesling</a>, I still have the bottle to this day. The wine was
a luscious palate of honeyed peach and apricot flavors.</span></div>
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<span style="font-family: Arial, Helvetica, sans-serif;">Since then, I’ve had the pleasure of
tasting some exceptional (and some not so exceptional) wines. Along the way, I enjoyed
the opportunity to visit some entertaining wineries in <a href="http://www.easleywinery.com/">Indiana</a> and <a href="http://www.goombawine.com/">Virginia</a>. <span style="font-family: Arial, Helvetica, sans-serif;">My
<a href="http://terlatowines.com/brands/south-africa/guardian-peak/frontier">favorite wine</a>, a blend of Cabernet Sauvignon (50%), Shiraz
(30%) and Merlot (20%), has become a ritualistic souvenir from Disney’s Animal
Kingdom park. As a wedding gift, my company’s
president even gave my wife and me a <a href="http://www.wine.com/v6/Dom-Perignon-2003/wine/114639/detail.aspx?state=VA">2003
bottle of Dom Perignon</a> which we're saving for our 10 year anniversary. </span></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif;">As my vino adventures continue, I hope to
one day visit a few wine valleys, including <a href="http://www.virginiawine.org/regions/shenandoah-valley/">Shenandoah</a>, <a href="http://napavalley.com/visitorsinfo/Napa_Valley_Winery_Map.pdf">Napa</a>, and of course, <a href="http://www.terroir-france.com/wine/bordeaux_map.htm">Bordeaux</a>.
Until I can share those adventures, enjoy this fun collection of wine quotes and <a href="http://nationaldrinkwineday.org/">Happy National Drink Wine Day</a>!</span></div>
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<iframe allowfullscreen="" frameborder="0" height="356" marginheight="0" marginwidth="0" scrolling="no" src="http://www.slideshare.net/slideshow/embed_code/8831698" style="border-width: 1px 1px 0; border: 1px solid #CCC; margin-bottom: 5px; max-width: 100%;" width="427"> </iframe> <br />
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<strong> <a href="https://www.slideshare.net/BaldacciWinery/25-famous-wine-quotes" target="_blank" title="25 Famous Wine Quotes">25 Famous Wine Quotes</a> </strong> from <strong><a href="http://www.slideshare.net/BaldacciWinery" target="_blank">Baldacci Family Vineyards</a></strong> </div>
Andrew M. Scotthttp://www.blogger.com/profile/15730355876958234964noreply@blogger.com0tag:blogger.com,1999:blog-5289418516712967814.post-38115514226030272522013-06-03T13:03:00.001-05:002013-06-03T13:07:07.494-05:00Hashtags 2.0<div class="separator" style="clear: both; text-align: center;">
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Twitter provides us with a comprehensive definition for hashtags - one most hardcore social media pros can recite by heart - and how they are used. But often when I'm teaching the mystical ways of the Twitterverse to the uninitiated, I find myself describing not just the basic definition but the different forms a hashtag can take. Earlier this year, I included a well rounded definition for each form and some examples of them as I was writing an official Twitter guide for my company. As Carahsoft social strategy evolves, these guides are already becoming an important aide as our social media team grows and we train more of our c-suite level employees on how to get the most from the platform as individuals.<br />
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Not only did I take the time to define these hashtags, but I've also implemented a style preference to coincide with each. You'll notice a big fan of AP style and journalistic brevity (given my background) and that carries over into the "Titles" section. Read each of them below:<br />
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<b><span style="border: none windowtext 1.0pt; font-family: "Arial","sans-serif"; font-size: 9.0pt; mso-border-alt: none windowtext 0in; mso-fareast-font-family: "Times New Roman"; padding: 0in;">Compounds <o:p></o:p></span></b></div>
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<span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; mso-fareast-font-family: "Times New Roman";">Two or more words that have been
compounded into a singular hashtag. Like common compound prefixes, these
words should not be capitalized. The exception for this rule includes those
used in Titles. See <b>Titles</b>. Unlike
common compounds, no hyphens are necessary.<o:p></o:p></span></div>
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<span class="apple-converted-space"><i><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; mso-fareast-font-family: "Times New Roman";">Examples: <o:p></o:p></span></i></span></div>
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<b><i><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt;"> #bigdata </span></i></b><i><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt;">– Big Data<b><o:p></o:p></b></span></i></div>
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<b><i><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt;"> #cybercrime – </span></i></b><i><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt;">Internet Crime<b><o:p></o:p></b></span></i></div>
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<b><i><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt;"> #opensource</span></i></b><i><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt;"> – Open Source<o:p></o:p></span></i></div>
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<b><i><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt;"> #dataanalytics</span></i></b><i><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt;"> – Data Analytics<o:p></o:p></span></i></div>
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<b><span style="border: none windowtext 1.0pt; font-family: "Arial","sans-serif"; font-size: 9.0pt; mso-border-alt: none windowtext 0in; mso-fareast-font-family: "Times New Roman"; padding: 0in;">Initialism<o:p></o:p></span></b></div>
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<span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; mso-fareast-font-family: "Times New Roman";">A group of initial letters used as
an abbreviation for a name or expression. All such hashtags should include
the capitalization of all letters. Exceptions include initials such as “of”
in the hashtag #DoD which is the abbreviation for the U.S. Department of
Defense.<o:p></o:p></span></div>
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<i><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; mso-fareast-font-family: "Times New Roman";">Examples:
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<b><i><span style="font-size: 9.0pt;"> #BYOD</span></i></b><i><span style="font-size: 9.0pt;"> - Bring
Your Own Device <o:p></o:p></span></i></div>
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<i><span style="font-size: 9.0pt; mso-fareast-font-family: "Times New Roman";"> </span></i><b><i><span style="font-size: 9.0pt;">#CIO</span></i></b><i><span style="font-size: 9.0pt;"> – Chief Information Officer<o:p></o:p></span></i></div>
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<b><i><span style="font-size: 9.0pt;"> #CISO</span></i></b><i><span style="font-size: 9.0pt;"> – Chief
Information Security Officer<o:p></o:p></span></i></div>
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<i><span style="font-size: 9.0pt;">
<b>#DDoS</b> – Distributed Denial
of Service<o:p></o:p></span></i></div>
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<i><span style="font-size: 9.0pt;">
<b>#GIS</b> – Geographic
Information Systems</span></i><span style="font-size: 9.0pt; mso-fareast-font-family: "Times New Roman";"> <o:p></o:p></span><br />
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<b><span style="border: none windowtext 1.0pt; font-family: "Arial","sans-serif"; font-size: 9.0pt; mso-border-alt: none windowtext 0in; mso-fareast-font-family: "Times New Roman"; padding: 0in;">Singular <o:p></o:p></span></b></div>
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<span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; mso-fareast-font-family: "Times New Roman";">All singular words, whether they
are nouns, adverbs, adjectives or suffixes, which are used as hashtags should
be lowercase. The exception for this rule includes those used in Titles. See <b>Titles</b>.<o:p></o:p></span></div>
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<span class="apple-converted-space"><i><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; mso-fareast-font-family: "Times New Roman";">Examples: <o:p></o:p></span></i></span></div>
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<i><span style="font-size: 9.0pt; mso-fareast-font-family: "Times New Roman";"> </span></i><b><i><span style="font-size: 9.0pt;">#virtualization</span></i></b><i><span style="font-size: 9.0pt;"> </span></i><i><span style="font-size: 9.0pt; mso-fareast-font-family: "Times New Roman";">–
</span></i><i><span style="font-size: 9.0pt;">Virtualization<o:p></o:p></span></i></div>
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<i><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; mso-fareast-font-family: "Times New Roman";"> <b>#collaboration</b> – Collaboration<o:p></o:p></span></i></div>
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<i><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; mso-fareast-font-family: "Times New Roman";"> <b>#mobility </b>– Mobility<o:p></o:p></span></i></div>
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<i><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; mso-fareast-font-family: "Times New Roman";"> <b>#cloud</b> – Cloud</span></i><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; mso-fareast-font-family: "Times New Roman";"><o:p></o:p></span></div>
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<br /></div>
</td>
<td style="padding: 0in 0in 0in 0in; width: 83.0%;" valign="top" width="83%"><div class="MsoPlainText">
<br /></div>
</td>
</tr>
<tr>
<td style="padding: 0in 0in 0in 0in; width: 17.0%;" valign="top" width="17%"><div class="MsoNormal" style="line-height: 13.5pt; margin-bottom: .0001pt; margin-bottom: 0in;">
<b><span style="border: none windowtext 1.0pt; font-family: "Arial","sans-serif"; font-size: 9.0pt; mso-border-alt: none windowtext 0in; mso-fareast-font-family: "Times New Roman"; padding: 0in;">Titles <o:p></o:p></span></b></div>
</td>
<td style="padding: 0in 0in 0in 0in; width: 83.0%;" valign="top" width="83%"><div class="MsoNormal" style="line-height: 13.5pt; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; mso-fareast-font-family: "Times New Roman";">As is with the AP styling of
publication titles, all composition, webcast and on-site event titles should
include capitalization for all principal words as well as prepositions and
conjunctions of four or more letters. This includes capitalization of all hashtags,
including those that are used in truncation. See <b>Truncation</b>.<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: 13.5pt; margin-bottom: .0001pt; margin-bottom: 0in;">
<br /></div>
<div class="MsoNormal" style="line-height: 13.5pt; margin-bottom: .0001pt; margin-bottom: 0in;">
<span class="apple-converted-space"><i><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; mso-fareast-font-family: "Times New Roman";">Example:<o:p></o:p></span></i></span></div>
<div class="MsoNormal" style="line-height: 13.5pt; margin-bottom: .0001pt; margin-bottom: 0in;">
<b><i><span style="color: #595959; font-family: "Arial","sans-serif"; font-size: 8.0pt; mso-fareast-font-family: "Times New Roman"; mso-themecolor: text1; mso-themetint: 166;">.<u>@Pentaho</u> webcast today at 2pm ET - <u>#BigData</u>
Analytics for the <u>#FedGov</u> w/ <u>#MongoDB</u>. <u>http://bit.ly/VrKrfr</u>
<u>#GovIT</u></span></i></b><b><i><span style="font-family: "Arial","sans-serif"; font-size: 8.0pt; mso-fareast-font-family: "Times New Roman";"><o:p></o:p></span></i></b></div>
</td>
</tr>
<tr>
<td style="padding: 0in 0in 0in 0in; width: 17.0%;" valign="top" width="17%"><div class="MsoNormal" style="line-height: 13.5pt; margin-bottom: .0001pt; margin-bottom: 0in;">
<br /></div>
</td>
<td style="padding: 0in 0in 0in 0in; width: 83.0%;" valign="top" width="83%"><div class="MsoNormal" style="line-height: 13.5pt; margin-bottom: .0001pt; margin-bottom: 0in;">
<br /></div>
</td>
</tr>
<tr>
<td style="padding: 0in 0in 0in 0in; width: 17.0%;" valign="top" width="17%"><div class="MsoNormal" style="line-height: 13.5pt; margin-bottom: .0001pt; margin-bottom: 0in;">
<b><span style="border: none windowtext 1.0pt; font-family: "Arial","sans-serif"; font-size: 9.0pt; mso-border-alt: none windowtext 0in; mso-fareast-font-family: "Times New Roman"; padding: 0in;">Truncation</span></b><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; mso-fareast-font-family: "Times New Roman";"><o:p></o:p></span></div>
</td>
<td style="padding: 0in 0in 0in 0in; width: 83.0%;" valign="top" width="83%"><div class="MsoNormal" style="line-height: 13.5pt; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; mso-fareast-font-family: "Times New Roman";">Typically embodies the
abbreviation of a word in a format which consists of only the first part of
the word. In Twitter hashtags, this often consists of multiple words
combined. These types of hashtags should normally be all lowercased. The
exclusions for this rule include unique interpretations, proper nouns and the
use of titles. See <b>Titles</b>.<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: 13.5pt; margin-bottom: .0001pt; margin-bottom: 0in;">
<br /></div>
<div class="MsoNormal" style="line-height: 13.5pt; margin-bottom: .0001pt; margin-bottom: 0in;">
<i><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; mso-fareast-font-family: "Times New Roman";">Examples:<o:p></o:p></span></i></div>
<div class="MsoPlainText">
<b><i><span style="font-size: 9.0pt;"> #digitalgov</span></i></b><i><span style="font-size: 9.0pt;"> – Digital
Government<b><o:p></o:p></b></span></i></div>
<div class="MsoPlainText">
<b><i><span style="font-size: 9.0pt;"> #infosec</span></i></b><i><span style="font-size: 9.0pt;"> –
Information Security<o:p></o:p></span></i></div>
<div class="MsoPlainText">
<b><i><span style="font-size: 9.0pt;"> #mobilegov</span></i></b><i><span style="font-size: 9.0pt;"> – Mobile
Government<o:p></o:p></span></i></div>
<div class="MsoPlainText">
<i><span style="font-size: 9.0pt;">
</span></i><b><span style="font-size: 9.0pt;">#opengov</span></b><span style="font-size: 9.0pt;"> –
<i>Open Government<o:p></o:p></i></span></div>
<div class="MsoNormal" style="line-height: 13.5pt; margin-bottom: .0001pt; margin-bottom: 0in;">
<i><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; mso-fareast-font-family: "Times New Roman";">Exclusions:<o:p></o:p></span></i></div>
<div class="MsoPlainText">
<b><i><span style="font-size: 9.0pt;"> #GovTech</span></i></b><i><span style="font-size: 9.0pt;"> –
Government Technology<o:p></o:p></span></i></div>
<div class="MsoPlainText">
<b><i><span style="font-size: 9.0pt;"> </span></i></b><b><i><span style="font-size: 9.0pt; mso-fareast-font-family: "Times New Roman";">#Geo</span></i></b><b><i><span style="font-size: 9.0pt;">INT</span></i></b><i><span style="font-size: 9.0pt;"> – Geospatial Intelligence<o:p></o:p></span></i></div>
<div class="MsoPlainText">
<i><span style="font-size: 9.0pt;">
<b>#HigherEd </b>– Higher
Education<o:p></o:p></span></i></div>
<div class="MsoPlainText">
<i><span style="font-size: 9.0pt;">
<b>#TechTalk </b>– Technology Talk<b><o:p></o:p></b></span></i></div>
</td>
</tr>
<tr>
<td style="padding: 0in 0in 0in 0in; width: 17.0%;" valign="top" width="17%"><div class="MsoNormal" style="line-height: 13.5pt; margin-bottom: .0001pt; margin-bottom: 0in;">
<br /></div>
</td>
<td style="padding: 0in 0in 0in 0in; width: 83.0%;" valign="top" width="83%"><div class="MsoPlainText">
<br /></div>
</td>
</tr>
<tr>
<td style="padding: 0in 0in 0in 0in; width: 17.0%;" valign="top" width="17%"><div class="MsoNormal" style="line-height: 13.5pt; margin-bottom: .0001pt; margin-bottom: 0in;">
<b><span style="border: none windowtext 1.0pt; font-family: "Arial","sans-serif"; font-size: 9.0pt; mso-border-alt: none windowtext 0in; mso-fareast-font-family: "Times New Roman"; padding: 0in;">Varied Abbrev.<o:p></o:p></span></b></div>
</td>
<td style="padding: 0in 0in 0in 0in; width: 83.0%;" valign="top" width="83%"><div class="MsoNormal" style="line-height: 13.5pt; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; mso-fareast-font-family: "Times New Roman";">Some hashtags include a mixture of
truncation and initialism style abbreviations. If the truncation precedes the
initials, then the hashtag should always begin with capitalization. If the
initials precede truncation, do not capitalize the truncated portion. Single
initialism followed by truncation should begin with a lowercase, followed by
capitalization. See <b>Initialism</b> and
<b>Truncation </b>for comprehensive style
descriptions.<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: 13.5pt; margin-bottom: .0001pt; margin-bottom: 0in;">
<br /></div>
<div class="MsoNormal" style="line-height: 13.5pt; margin-bottom: .0001pt; margin-bottom: 0in;">
<i><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; mso-fareast-font-family: "Times New Roman";">Truncation-Initialism:<o:p></o:p></span></i></div>
<div class="MsoPlainText">
<b><i><span style="font-size: 9.0pt;"> #GovIT</span></i></b><i><span style="font-size: 9.0pt;"> –
Government IT<o:p></o:p></span></i></div>
<div class="MsoPlainText">
<b><i><span style="font-size: 9.0pt;"> #Gov20 </span></i></b><i><span style="font-size: 9.0pt;"> – Government 2.0<o:p></o:p></span></i></div>
<div class="MsoPlainText">
<i><span style="font-size: 9.0pt;">
<b>#EduIT</b> – IT Education<o:p></o:p></span></i></div>
<div class="MsoNormal" style="line-height: 13.5pt; margin-bottom: .0001pt; margin-bottom: 0in;">
<i><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; mso-fareast-font-family: "Times New Roman";">Initialism-Truncation:<o:p></o:p></span></i></div>
<div class="MsoPlainText">
<b><i><span style="font-size: 9.0pt;"> #CAgov</span></i></b><i><span style="font-size: 9.0pt;"> –
California Government<o:p></o:p></span></i></div>
<div class="MsoPlainText">
<b><i><span style="font-size: 9.0pt;"> #ITsecurity</span></i></b><i><span style="font-size: 9.0pt;"> - IT
Security<o:p></o:p></span></i></div>
<div class="MsoPlainText">
<i><span style="font-size: 9.0pt;">
<b>#INgov</b> – Indiana Government<o:p></o:p></span></i></div>
<div class="MsoNormal" style="line-height: 13.5pt; margin-bottom: .0001pt; margin-bottom: 0in;">
<i><span style="font-family: "Arial","sans-serif"; font-size: 9.0pt; mso-fareast-font-family: "Times New Roman";">Singular
Initialism-Truncation:<o:p></o:p></span></i></div>
<div class="MsoPlainText">
<b><i><span style="font-size: 9.0pt;"> #eGov</span></i></b><i><span style="font-size: 9.0pt;"> –
Electronic Government<o:p></o:p></span></i></div>
<div class="MsoPlainText">
<b><i><span style="font-size: 9.0pt;"> #mLearning</span></i></b><i><span style="font-size: 9.0pt;"> – Mobile
Learning<o:p></o:p></span></i></div>
<div class="MsoPlainText">
<i><span style="font-size: 9.0pt;">
</span></i><b><span style="font-size: 9.0pt;">#oGov</span></b><span style="font-size: 9.0pt;"> – Open
Government</span><br />
<br /></div>
</td>
</tr>
</tbody></table>
I certainly recognize that Twitter is an unrestricted culture and these guiding definitions are purely applied as a means to establish a consistent voice in Carahsoft's own brand. With that said, I'd love to know what rule of thumb you go by in your organization's Twitter messaging. Feel free to share them in the comments.<br />
<br />
Thanks for reading!Andrew M. Scotthttp://www.blogger.com/profile/15730355876958234964noreply@blogger.com4tag:blogger.com,1999:blog-5289418516712967814.post-68920247820714030622012-09-03T22:59:00.000-05:002012-09-03T23:09:05.360-05:003 Free Social Media Tools Worth Checking IntoOne of the great aspects about working in social media is the discovering new creative resources for your "social" toolbox. Over the last few months, I’ve found three in particular that are certainly worth looking into.<br />
<br />
<strong><span style="font-size: large;">Woobox</span></strong><br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgzhLTr5Pm9ssCRbTs8HGWibXY-9pbBXNkFZJLZE-2bnxKNUDwKUbKkRkfZufDR6GAFloKYtZ6kWPBIGQt3R0sb7eJ1OKWt085Up6ijKHnXYm3Txgedw3v7EtFArtVR1sGlsVd7xhUTc4ph/s1600/Woobox.png" imageanchor="1" style="clear: right; cssfloat: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" fea="true" height="46" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgzhLTr5Pm9ssCRbTs8HGWibXY-9pbBXNkFZJLZE-2bnxKNUDwKUbKkRkfZufDR6GAFloKYtZ6kWPBIGQt3R0sb7eJ1OKWt085Up6ijKHnXYm3Txgedw3v7EtFArtVR1sGlsVd7xhUTc4ph/s200/Woobox.png" width="200" /></a></div>
Facebook tab development for your fan page can be a hassle. This typically involves <a href="http://developers.facebook.com/docs/appsonfacebook/pagetabs/">developing a specific Secure Page Tab URL</a> which drives back to an external HTTPS address your content is housed on. This usually involves having to work with your IT department, web developer, website hosting company or any combination of the three. For some smaller companies/non-profits with little time or resources, this can be detrimental in the creative process.<br />
<br />
Thankfully, there is the free <a href="http://woobox.com/statichtml">Static HTML Facebook Page Tab</a> developer app from Woobox. With even a little HTML and/or CSS knowledge, this app allows you to create a custom tab within Facebook. You can also use image hosting sites like <a href="http://photobucket.com/">Photobucket</a> for any graphic source coding you might implement on your tab. I can say first hand that Woobox is an exceptional tool.<br />
<br />
Additionally, if you do have the funding, Woobox also provides tab development for coupons, photo contests and other giveaway campaigns you may want to provide on your fan page.<br />
<br />
<strong><span style="font-size: large;">Razoo</span></strong><br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjZ66Hk-3DPIQjY3-6EouaDtqO7tkHq182qukYMK6KjaQPtm47EoiSdVO7nxUmu14pJsGd-78buqeMS6eU-HMbvjYXkheoXeBNaWbBRIYlc7H6-QvZZ9aUhqQhkVi0ySq8-6NZudsklVnuM/s1600/Razoo.png" imageanchor="1" style="clear: right; cssfloat: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" fea="true" height="88" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjZ66Hk-3DPIQjY3-6EouaDtqO7tkHq182qukYMK6KjaQPtm47EoiSdVO7nxUmu14pJsGd-78buqeMS6eU-HMbvjYXkheoXeBNaWbBRIYlc7H6-QvZZ9aUhqQhkVi0ySq8-6NZudsklVnuM/s200/Razoo.png" width="200" /></a></div>
If you’re looking for an easy resource to help your company raise money on behalf of a non-profit (must be an approved 501(c)3) or as a non-profit, Razoo has you covered. I recently did some social responsibility research into crowd sourcing donation tools and this hidden gem took home the gold. Razoo <a href="http://www.razoo.com/p/compare-razoo">charges the least in transaction rates</a> compared to competitors and there are no additional set up or annual fees so this resource is essentially free to use. The transaction rate comes directly from the donation and the giver is receipted 100 percent for his or her contribution.<br />
<br />
<strong>BONUS:</strong> Razoo’s capabilities come with a donation form widget that can be embed on your website or even your Facebook fan page (Hint: See the awesomeness of Woobox above). The widget allows donors to completely fill out the form without leaving the current page they are visiting. <br />
<br />
Woobox also comes with a specific Facebook tab widget you can use, but (for the more innovative challengers) you can also embed the basic HTML widget coding which allows you the ability to place the form where ever you choose in the tab. This provides you with the freedom to implement additional creative copy however you choose.<br />
<br />
<strong><span style="font-size: large;">Twitchimp</span></strong><br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjI5uCuLe6dhI1YjLtbcpSnwGQ7FeF-4HLuOTdi7v9O6h0R9-86y2XcGePJWi50r5TEjzGa0gcBn_DQaO6pQHI_acndaUkXQHn0cjbJ-ROmyKXSBUzhjLGAwnUoc-BuSE2KxxLp3tG4QY1m/s1600/Twitchimp.png" imageanchor="1" style="clear: right; cssfloat: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" fea="true" height="61" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjI5uCuLe6dhI1YjLtbcpSnwGQ7FeF-4HLuOTdi7v9O6h0R9-86y2XcGePJWi50r5TEjzGa0gcBn_DQaO6pQHI_acndaUkXQHn0cjbJ-ROmyKXSBUzhjLGAwnUoc-BuSE2KxxLp3tG4QY1m/s200/Twitchimp.png" width="200" /></a></div>
Simply put, Twitchimp is <a href="http://twitchimpblog.com/what-can-you-do-with-twitchimp/">a unique list curation tool</a> for Twitter that, unlike Twitter, allows users to organize their lists in any order/ranking. This web application is designed to help Twitter users find the right people to follow and learn more from the ever expanding dialog underway in the Twitterverse. It provides additional features like directories and content summation as well as easy ways to curate and offer recommendations to other lists in the community.<br />
<br />
Using Twitchimp is easy, integrates with your company, non-profit or personal branded Twitter account, and provides you with the ability to share the list externally. As a free user, you are restricted to use up to 100 people per list. If you choose to upgrade to Twitchimp’s premium plan, you will be able to build larger lists and integrate analytics which is a pretty nifty feature. For my company it's been an excellent way to increase exposure for the software technology vendors we serve.Andrew M. Scotthttp://www.blogger.com/profile/15730355876958234964noreply@blogger.com3tag:blogger.com,1999:blog-5289418516712967814.post-39905211743915429502012-04-14T18:43:00.007-05:002012-04-14T19:58:50.943-05:00Reliving Titanic 100 Years Later in Real-Time<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgTrvZt8ZW94u0FvKMcOz3C6wJ4oF7VrJq6shjb7CAmNMSa8GA32t06HTqYdBVwgOYGy6K5gppBPjUNa7CEYMLtqzFaEsOYFtzpFA0yyvsGTOBUj8WqZ44evTz3oW_H-1z9t61YcE9qIkyK/s1600/Titanic+001.png"><img style="MARGIN: 0px 0px 10px 10px; WIDTH: 140px; FLOAT: right; HEIGHT: 200px; CURSOR: hand" id="BLOGGER_PHOTO_ID_5731409073868992018" border="0" alt="" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgTrvZt8ZW94u0FvKMcOz3C6wJ4oF7VrJq6shjb7CAmNMSa8GA32t06HTqYdBVwgOYGy6K5gppBPjUNa7CEYMLtqzFaEsOYFtzpFA0yyvsGTOBUj8WqZ44evTz3oW_H-1z9t61YcE9qIkyK/s200/Titanic+001.png" /></a>Earlier today, I watched James Cameron’s <em>Titanic</em> in 3D at the Potomac Yards Regal Cinema in Alexandria Va. When I was presented my ticket, it came in a clever little boarding pass which I must confess was an excellent branding strategy.<br /><br />As I had hoped, the lights dimmed, the first scene flickered to life and Cameron’s beautifully artistic masterpiece once again transported me back to the astonishment and hallowed awe of this defining moment in history. The last time I had the opportunity to watch <em>Titanic</em> was 15 years ago during its original cinematic 2D debut in 1997 at the Westbrook Cinema 4 Regal movie theater in my hometown of Brookhaven, Ms.<br /><br />I chose to watch the movie on this date in particular because it honors the 100th anniversary of the ship’s sinking on April 14, 1912. Tomorrow I’ll also be attending the <a href="http://events.nationalgeographic.com/events/exhibits/2012/03/29/titanic/">Titanic: 100 Year Obsession</a> exhibit at the National Geographic Museum in Washington, D.C.<br /><br />But tonight I’m experiencing the tragedy in real-time.<br /><br />According to various sources, there will be at least four twitter accounts tweeting the events that led to the Titanic’s haunting journey to the depths of the Atlantic.<br /><br /><a href="https://twitter.com/#!/HistoryChannel/"><em><strong>@HistoryChannel</strong></em></a><em> – Follow the voyage and disaster in real time from now until April 15.<br /><br /></em><a href="https://twitter.com/#!/TitanicRealTime"><em><strong>@TitanicRealTime</strong></em></a><em> – Experience Titanic's epic journey with minute-by-minute tweets as if from on board the ship itself. Created by </em><a href="http://www.blogger.com/@TheHistoryPress"><em>@TheHistoryPress</em></a><em> See our App </em><a href="http://bit.ly/yNhKMo"><em>http://bit.ly/yNhKMo</em></a><em><br /><br /></em><a href="https://twitter.com/#!/titanic_live"><em><strong>@titanic_live</strong></em></a><em> – To commemorate the 100th anniversary of the sinking of the RMS Titanic, this account will live tweet events as they unfolded in April 1912.</em><br /><br />Of course, I give the greatest kudos to the <a href="http://museum.gov.ns.ca/en/home/default.aspx">Nova Scotia Museum</a> which is also tweeting the event tonight. Why? Because the <a href="http://tekarazzi.com/2011/04/15/titanic-sinking-to-be-relived-via-real-time-tweets/">museum pioneered the idea</a> last year for the 99th anniversary of the Titanic’s sinking. Even more fascinating is that the museum’s tweets are that of the wireless operators from the ship herself as well as the responses from others in nearby contact.<br /><br />This makes tonight’s observance even more hauntingly reminiscent given the realization of Twitter as the modern day relative of the telegraphs used that night. Twitter in it's own right has helped to play a critical role in defining moments of history such as the Arab Spring. From a PR perspective, it’s really quite brilliant and will be extraordinary to watch.<br /><br />You can follow the museum’s accounts tonight at <a href="https://twitter.com/#!/ns_museum"><strong>@ns_museum</strong></a> or by following hashtag <a href="https://twitter.com/#!/search/%23TitanicMMA"><strong>#TitanicMMA</strong></a>.<br /><br />If you want to really get into the action and watch all four accounts simultaneously, l suggest using TweetDeck’s free real-time monitoring dashboard service.Andrew M. Scotthttp://www.blogger.com/profile/15730355876958234964noreply@blogger.com0tag:blogger.com,1999:blog-5289418516712967814.post-77111100347794931652011-10-14T11:58:00.008-05:002011-10-14T12:22:17.918-05:00Why I love ‘Real-Time Marketing & PR’<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg5vXkzZIf1pcywUFJlY_8nFG96IUQBlIjv_C9gh3bzAM-srHjd0_0PtTdU8Gik9kETBhJbaAB7CvyofMe1YqRO28SQ8vJ968IrGWd8_X23QxMfQe2jBajyBJ5b2cxuth9HHKiQ4BE0aihf/s1600/RealTimeMarketingNov14.jpg"><img style="MARGIN: 0px 0px 10px 10px; WIDTH: 132px; FLOAT: right; HEIGHT: 200px; CURSOR: hand" id="BLOGGER_PHOTO_ID_5663394567324333650" border="0" alt="" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg5vXkzZIf1pcywUFJlY_8nFG96IUQBlIjv_C9gh3bzAM-srHjd0_0PtTdU8Gik9kETBhJbaAB7CvyofMe1YqRO28SQ8vJ968IrGWd8_X23QxMfQe2jBajyBJ5b2cxuth9HHKiQ4BE0aihf/s200/RealTimeMarketingNov14.jpg" /></a> Long overdue on my reading list has been <a href="http://www.davidmeermanscott.com/">David Meerman Scott’s</a> bestseller, “<a href="http://www.davidmeermanscott.com/real-time-marketing.html">Real-Time Marketing & PR.</a>” Now that I’ve read it, I don’t know how I could have gone without it. “Real-Time” is a catalyst of insightful case studies, resources and thought-provoking strategies.<br /><br />His book adds new insight to already classic examples of real-time PR such as the “<a href="http://www.youtube.com/watch?v=5YGc4zOqozo">United Breaks Guitars</a>” incident and highlights other great marketing examples including the Grateful Dead’s real-time tour marketing strategy. Scott also touches on the importance of crowdsourcing. One of my favorite analogies from the book was his astute observation of today’s two-way, tech-savvy communications between vendors and consumers as resembling that of an ancient bazaar – something that was lost in the later part of the 20th century due to the one-way communication format of traditional media.<br /><br />I particularly enjoyed Scott’s citation of Telstra’s 3Rs of Social Media Engagement:<ul><li>Representation</li><li>Responsibility</li><li>Respect</li></ul><p>If you’re puzzled about where to start writing your organization or brand’s social media guidelines, the book includes eight insightful steps to create and implement those guidelines along with a great example that showcases how IBM gets it.<br /><br />Scott is also very candid about his own missed opportunities and how real-time responses by others such as GM helped to provide positive examples of the organizations and brands that readily understand the urgency to adapt a real-time strategy.<br /><br />Whether your strategies involve everyday or crisis management communications, “Real-Time” resonates a central theme for succeeding in today’s evolving marketing and PR field: “Scale and media buying power are no longer a decisive advantage. What counts today is speed and agility.” </p>Andrew M. Scotthttp://www.blogger.com/profile/15730355876958234964noreply@blogger.com3tag:blogger.com,1999:blog-5289418516712967814.post-53320398840184705642011-10-04T16:50:00.011-05:002011-10-05T12:11:55.862-05:00It’s a Rite of Passage, You Stupid [CENSORED]!!!<span style="color:#000000;">I believe that at some point in every PR professional’s career, she or he is going to receive an email that isn’t very pleasant. This goes without a doubt in my mind. In fact, it will probably be down right absurd, maybe even obscene, and probably not very comprehensible. Whether it occurs during a crisis or just out of the blue, it is going to happen one way or another.<br /><br />I recently had the privilege to speak about new media in front of a group of international civic leaders from East Asia and the Pacific for the Meridian International Center. One of the participants, Hong Kong Unison Executive Director Fermi Wong asked me how to respond to people during abusive emails. My answer, “Don’t!”<br /><br />As David Meerman Scott wrote in <em>Real-Time Marketing & PR</em>, “Some people are just plain crazy, and you don’t want to get dragged into dialogue with a psycho.”<br /><br />My response to Fermi was the same. It is critical to engage consumers and stakeholders when a problem occurs involving your product or organization, but not everyone who contacts you is sane or willing to listen. These individuals are not coming to you to solve the problem. They are simply trying to start a fight.<br /><br />The following quotes are from my favorite two wacko emails that I have received to date while I was working for SPJ:</span><br /><blockquote>“(TH)ANKS for PROOF you pieces of [censored] are NOTHING more than leftist mouthpieces! Objective's [CENSORED]! YOU ALL are a DISGRACE to what journalism ONCE stood for!!” ... “Get it through your Idealistic Liberal Communist Marxist heads. [censor]ing Idiots!!!!”<br />~ TED<br /><br />“Professional journalism in America . . ha ha ha ha . . . let me guess . . . war is holy, muslims are evil, liberals are traitors, Bush is God, and lies are truth. There!. did i win "Best Journalist in America" award? Please, Tell me I won.”<br />~ Ruben </blockquote><span style="color:#000000;">These types of emails are typically filled with irrational statements, expletives and other non-coherent ramblings. I chose to highlight these two messages in particular because they are humorously as polarizing as it gets. The truth is that no good can ever come from responding to these types of emails. In fact, here are a couple of things to remember next time you receive a wacko email like these:</span><br /><span style="color:#000000;"></span><ol><li><span style="color:#000000;"><span style="color:#000066;">Let it go</span> – It’s not as personal as it seems though it often seems like it is. The sender of the email may try to say things that single you out, but they are only trying bully an irrational response from you. The second you forget that is the moment you fall into their reality and become their puppet.</span></li><li><span style="color:#000000;"><span style="color:#000066;">Your time is valuable</span> – The more time you spend fuming over this email is time that you’ve lost and can never get back.</span></li><li><span style="color:#000000;"><span style="color:#000066;">Tell a colleague</span> – Sometimes venting to a co-worker is the best medicine if someone has written you an email that seems too particularly overwhelming.</span></li><li><span style="color:#000000;"><span style="color:#000066;">If you ever do respond, NEVER respond with your gut</span> – When we respond impulsively, we do so honestly and often irrationally. If you find yourself in a situation where a response is imperative, remember that the responder will do everything in their power to twist what you say. With that said, never editorialize, take your time in crafting a well-thought message and only provide the facts. </span></li></ol><p><span style="color:#000000;">It’s also important to understand that you’re <strong>NOT alone</strong>! When Fermi asked me about these types of individuals, I shared my own experiences with her and so did many of the other civic leaders in the room. It was a very reassuring moment for all of us and I hope this post does the same for you. </span></p><br /><span style="font-style:italic;">Editors Note: When this post was published yesterday evening, the word "right" was used instead of the proper word "rite" due to what I refer to as "jet lag" mixed with exhaustion. Apologies for the clerical error.</span>Andrew M. Scotthttp://www.blogger.com/profile/15730355876958234964noreply@blogger.com0tag:blogger.com,1999:blog-5289418516712967814.post-34136498295516903052011-06-27T20:21:00.010-05:002011-06-27T21:02:04.843-05:00Why Reynolds Center IS the Business Beat<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhcUg7FRXWCOyqIQEnj5QUv9a2C9O0eSlEcHoQSvHukuK1uRD_phz6CzNQgW1xqt-h-cfk6BGjnIfFAybDVkm648AkfzpGCQmPEWut_5S4d60csgam1AKeAtGI7Xtv_sIqw_iygAR20ZfhH/s1600/Reynolds.PNG"><img style="MARGIN: 0px 0px 10px 10px; WIDTH: 200px; FLOAT: right; HEIGHT: 100px; CURSOR: hand" id="BLOGGER_PHOTO_ID_5623082171802561890" border="0" alt="" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhcUg7FRXWCOyqIQEnj5QUv9a2C9O0eSlEcHoQSvHukuK1uRD_phz6CzNQgW1xqt-h-cfk6BGjnIfFAybDVkm648AkfzpGCQmPEWut_5S4d60csgam1AKeAtGI7Xtv_sIqw_iygAR20ZfhH/s200/Reynolds.PNG" /></a>One of the most important strategies a PR professional (early or mid-career) can do to continue advancing his or her vocational knowledge is to actively seek out efficient professional development training opportunities. If you are looking for training that is conducive to your busy schedule, then I highly suggest considering webinars. My personal favorites are those provided by the <a href="http://businessjournalism.org/">Donald W. Reynolds National Center for Business Journalism</a>.<br /><br />Since 2003, the Center has done an exceptional job in providing journalists with free, thought-provoking, critical training sessions to help improve the quality of American business journalism. Training from the Center focuses on numerous topics, including agriculture, the economy, green sustainability, healthcare, banking, economic development, personal financing, technology, sports, non-profits and more.<br /><br />A perceptive observer will realize that many of the sessions the Center offers can help journalists’ public relations colleagues as well. From financial writing to competitive market research to finding a local angle on a national story, there are countless learning opportunities. Here is a recap from the site, showcasing some of the most recent webinars that I have attended.<br /><br /><a href="http://businessjournalism.org/2010/10/22/think-like-google-what-you-need-to-know-about-seo-self-guided-training/">Think Like Google – What You Need to Know About SEO </a><br />This Webinar provides basic tips on SEO fundamentals and how search engines find online content, along with tips and tools for writing good headlines and ledes for the Web. This session was led by Chad Graham, social media editor at The Arizona Republic, and Robin J. Phillips, managing editor of BusinessJournalism.org.<br /><br /><a href="http://businessjournalism.org/2011/05/20/beyond-google-mining-the-web-for-company-intelligence-self-guided-training/">Beyond Google – Mining the Web for Company Intelligence<br /></a>This two-part webinar teaches you the tools and techniques that competitive intelligence experts use every day — and that you can use to keep tabs on companies. Taught by Cascade Insights principal Sean Campbell, the series focuses on how to mine social media for insights on a company’s recent missteps, successes and future intentions as well as how to find portals and online communities that align with a company’s customers or their initiatives.<br /><br />The webinar includes a lot of critical techniques on mining HR-oriented sources for company intelligence and how to spot potential mergers and upcoming product launches before they occur. You’ll also better know how to identify sources through business networks and media-sharing sites as well as ways to background sources effectively via the Web.<br /><br /><a href="http://businessjournalism.org/2011/05/06/15-time-management-tips-for-business-journalists-self-guided-training/">15 Tips for Time Management for Business Journalists</a><br />Taught by senior writer Tami Luhby of CNNMoney.com, this webinar emphasizes the basics of time management, including helpful tools for keeping track of essential daily tasks at work and home. Luhby highlights a lot of creative online tools and resources you can use to maximize your efficiency.<br /><br />I’m currently looking forward to attending the Center’s week-long webinar series on <a href="http://businessjournalism.org/2010/11/17/unlocking-financial-statements-online-july-18-22/">Unlocking Financial Statements</a>, July 18-22, which will cover income statements, balance sheets, cash flows and writing about numbers. Aside from webinars, Reynolds also offers <a href="http://businessjournalism.org/category/about/workshops-about/">regional workshops</a>, as well as daily tips that can be found at <a href="http://www.businessjournalism.org/">BusinessJournalism.org</a>.<br /><br />Find out more about what the Reynolds Center presently has to offer on their <a href="http://businessjournalism.org/category/workshops/">online calendar</a>.Andrew M. Scotthttp://www.blogger.com/profile/15730355876958234964noreply@blogger.com4tag:blogger.com,1999:blog-5289418516712967814.post-64850705717174040832011-04-12T19:06:00.016-05:002011-04-14T08:13:35.577-05:00CSR with FedEx's Rose Jackson Flenorl<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiuLLkX-eSgH4W7pktUEoajLf65AV4fJnutEzBN_KWy20jgAeAR9CxO3vk1n7d6_34SgLkCqNEWTO7SEEGUGRnUF8rcNGiYzApgTi8kdp4AihxIueFO3iZVrCYAXy-xKa3tJv8I3GiPqpDK/s1600/Rose+1.png"><img style="MARGIN: 0px 0px 10px 10px; WIDTH: 133px; FLOAT: right; HEIGHT: 200px; CURSOR: hand" id="BLOGGER_PHOTO_ID_5594877198452791122" border="0" alt="" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiuLLkX-eSgH4W7pktUEoajLf65AV4fJnutEzBN_KWy20jgAeAR9CxO3vk1n7d6_34SgLkCqNEWTO7SEEGUGRnUF8rcNGiYzApgTi8kdp4AihxIueFO3iZVrCYAXy-xKa3tJv8I3GiPqpDK/s200/Rose+1.png" /></a><em>Fortune</em> magazine’s recently released 2011 report of the “<a href="http://money.cnn.com/magazines/fortune/mostadmired/2011/snapshots/2067.html">World’s Most Admired Companies</a>” named FedEx Corp. as the eighth most admired company in the world. Of the survey’s nine key attributes of reputation, FedEx ranked third in its industry for social responsibility. <br /><p>As Manager of Social Responsibility at FedEx, <a href="http://www.umfoundation.com/omwc/rflenorl.asp">Rose Jackson Flenorl</a> directs and implements the company’s community outreach strategy in the areas of disaster relief, safety, education, and environment in national and international markets. She is responsible for building and maintaining relationships with organizations serving African-American, Hispanic, Asian and other diverse audiences. <br /><p>Flenorl also designs and executes programs that support the FedEx brand globally. She manages relationships with both internal and external stakeholders, acting as the Social Responsibility representative on the company’s internal Corporate Social Responsibility Roundtable, and communicates the company’s community philosophy, objectives and programs to audiences worldwide. <br /><p><strong>Why is social responsibility vital in the corporate culture of FedEx or any brand? </strong><p>At FedEx, SR is vital because it speaks to our being employer, neighbor and carrier of choice. <br /><ul><li><em><span style="color:#000066;">Employer of choice:</span></em> Being responsible helps us with team member recruitment and retention. People want to work for a company that is responsible and being a part of a responsible company builds one’s morale and loyalty.</li><li><span style="color:#000066;"><em>Neighbor of choice:</span></em> Being responsible makes FedEx attractive to local communities where we seek license to operate and grow. We want people to have “open arms” when they see us coming. Because FedEx is known as a responsible company, communities are eager to embrace FedEx.</li><li><span style="color:#000066;"><em>Carrier of choice:</span></em> research has shown that a majority of consumers will actually switch brands to one that is perceived as more socially responsible.</li></ul><p><strong>It seems like most brands share similar values in their social philosophy. What makes FedEx stand out in the quality of its programs?</strong><p>Some brands still view social responsibility in terms of check-cutting philanthropy. At FedEx, we focus our philanthropy in ways that leverage our core competencies as a corporation. While we also give financial contributions to NGOs, our focus areas are built around what we are good at: <br /><ul><li><span style="color:#000066;"><em>Disaster Response:</span></em> with the world’s largest express transportation network, we are uniquely positioned to expedite life-saving disaster relief materials to where they need to go.</li><li><span style="color:#000066;"><em>Safety:</span></em> with tens of thousands of vehicles on the world’s roadways, safety is in the very heart of our corporate mission statement. We work with Safe Kids Worldwide in ten countries to <a href="http://about.fedex.designcdt.com/corporate_responsibility/philanthropy/safety/safe_kids">promote child pedestrian road safety initiatives</a>. The WHO (World Health Organization) is launching a Decade of Action for Road Safety this May. FedEx has been working in this area with Safe Kids for 11 years. We helped Safe Kids China establish the first school zone in that country and we are influencing the creation of safety laws and school curriculums around the world. We’ve reached millions of children and adults with road safety messaging and have made environmental improvements around schools in many cities around the world.</li><li><span style="color:#000066;"><em>Education:</span></em> With our expertise in global trade, we are helping Junior Achievement Worldwide teach young entrepreneurs in more than 50 countries how to expand their business competencies to include international savvy.</li><li><span style="color:#000066;"><em>Environment:</span></em> The <a href="http://earthsmart.van.fedex.com/">EarthSmart Outreach </a>vision is to make communities cleaner, healthier and more efficient by encouraging sustainable transportation, parks and green urban spaces, and resilient ecosystems.</li></ul><p><strong>What analytics do you feel are important to measure the success of a social responsibility campaign?</strong><p>Measurement used to be the holy grail of philanthropy, but we increasingly understand how to demonstrate the impact of our investments. At FedEx, we use a simple framework:<br /><ol><li><span style="color:#000066;"><em>Social and/or Environmental Impacts</span></em> - Did the program create realsocial change? Did we provide value to the organization, the communityor the environment?</li><li><span style="color:#000066;"><em>Team member engagement</span></em> - Did team members have a positive servicelearning experience? Did they believe they made an impact?</li><li><span style="color:#000066;"><em>Community ownership</span></em> - Does the initiative make a lasting change in the community? Is there an organization or community that "owns" theprogram?</li><li><span style="color:#000066;"><em>Brand & Reputation</span></em> - Did the investments reflect the how FedExCares? Did the effort reach important community stakeholders?</li></ol><p><strong>What ways have social media played an important impact in emphasizing and highlighting your social responsibility efforts? Are there any particular scenarios lately you can reference?</strong><p>Social media hasn't changed our programs, but it has changed the way we communicate our work and reach new audiences.<br /><p>At FedEx, we started using social media in 2008 with the launch of our <a href="http://blog.fedex.designcdt.com/">Citizenship Blog</a>. The platform has evolved, but atits core is the opportunity to tell the FedEx story about disasterrelief, safety programs, education efforts, and our work in theenvironment, ranging from electric vehicles to urban conservationefforts. <br /><p>Our team works closely with our social media team and the various platforms we use, including Facebook, YouTube, and Twitter, to share our story. We have our <a href="http://twitter.com/#!/FedExCares">@FedExCares</a> and <a href="http://twitter.com/#!/FedEx">@FedEx </a>handles that regularly share updates with followers about our programs. We have dedicated pages on Facebook related to the Community and EarthSmart. Many of the videos we have produced on our programs are on the <a href="http://www.youtube.com/user/FedEx">YouTube channel</a>.<br /><p><strong>What key strategies do you feel are important to implement in your disaster relief efforts? Can you tell me more about some examples in FedEx’s case?</strong> <br /><ol><li><span style="color:#000066;"><em>Strong, consistent relationships with global disaster relief agencies.</span></em> We are in weekly if not daily contact with leaders at Red Cross, Salvation Army, Heart to Heart International and Direct Relief International.</li><li><span style="color:#000066;"><em>Proactive outreach to global NGOs (non-governmental organizations) when disasters strike.</span></em> At first notice of any large natural disaster we immediately reach out to our global NGO contacts to offer assistance.</li><li><span style="color:#000066;"><em>Close ties operationally.</span></em>Our team members at our ramp locations near our NGO contact relief warehouses around the country are on a first name basis with our local NGO contacts. The NGOs know how to prepare shipments correctly including paperwork, packaging, etc.</li><li><span style="color:#000066;"><em>Participation on first class leadership councils to stay on top of developments in the field. </span></em>FedEx representatives serve on the Red Cross Corporate Advisory Council and the US Chamber’s Business Civic Leadership Center Disaster Response Working Group. We also have close connections with the International Federation of Red Cross and Red Crescent Societies, the American Association of Corporate Contributions Professionals, InterAction, NVOAD and other relief organizations.</li></ol><p><strong>What approach do you recommend for building future partnerships with other brands and nonprofits for collaborating on programs?</strong> <br /><ol><li>Be sure you have the manpower bandwidth and financial resources to make the program effective and sustainable.</li><li>Look for companies and NGOs that are similar in scope (local, national, global).</li><li>May want to avoid “also ran” programs where your company winds up on a long list of contributors, look to develop something innovative and impactful.</li><li>Make sure other brand(s) are reputable and have similar approach to CSR.</li><li>Make sure charity checks out (990, percentage admin/pr, etc.)</li><li>Seek to support programs that leverage corporate core competencies in a way that complements other corporate core.</li></ol><p><strong>Of the responsibility programs that effect local communities that FedEx is involved with, which is your favorite and why?</strong><p>The local community programs that have the greatest impact and leverage our core competencies are my favorites. <br /><ul><li>I am proud when I see our planes land in disaster-stricken regions, bringing relief supplies to those in need.</li><li>I am honored when FedEx is recognized as a best place to work for diverse groups and seen as a model for other corporations.</li><li>I am uplifted when I know our drivers and community partners at Safe Kids are working hard to make streets safe for child pedestrians.</li><li>I am hopeful when I speak to students in classrooms around the world and am inspired by their efforts to overcome the odds and get an excellent education.</li><li>I am connected when I see our people and our communities consider the valuable ecosystems around them and invest to make our world more sustainable.</li></ul><p><strong>Same question of international programs?</strong><p>Safe Kids Worldwide and FedEx created <a href="http://about.fedex.designcdt.com/corporate_responsibility/philanthropy/safety/safe_kids">Safe Kids Walk This Way</a> to teach safe behaviors to motorists and child pedestrians and create safer, more walkable communities. The goal is to prevent pedestrian-related injuries to children. Safe Kids Walk This Way is a signature program for FedEx. Safe Kids Walk This Way launched in three U.S. cities in 2000. Since then, the program has been implemented in 250 cities in nine countries around the world, enabling 14,000 FedEx volunteers to reach more than 4 million participants.<br /><p>FedEx has been highly regarded for its work with Safe Kids. In 2008, the Business Civic Leadership Center (BCLC) run by the U.S. Chamber of Commerce recognized FedEx as a finalist for the International Community Service Award. On Monday, it will be announced that FedEx and Safe Kids have won an international road safety award.<br /><p><strong>What are some of the latest outreach initiatives you are currently developing and how do you hope they will help to benefit those communities?</strong><br /><p>Starting last year (2010), FedEx began making significant philanthropic investments in the environment. FedEx has been a leader insustainable innovation, evidenced by our creation of the first hybrid-electric delivery vehicle with the Environmental Defense Fund, 5 hubs generating 5 MegaWatts of solar power, and our investment in electric delivery vehicles in the U.S. and abroad. We extended our commitment to the environment through innovative investments in sustainable transportation, cities and ecosystems.<br /><p>One of the leading investments is with EMBARQ, an organization that supports sustainable transportation improvements in emerging economies. Growing economies lead to growing traffic. More traffic means more congestion, more pollution and more safety incidents. EMBARQ works with cities to bring mass transit solutions that will eliminate transittimes, significantly reduce carbon, and improve the safety for all roadusers. We've seen great success in Mexico with this program and have been using our expertise in global vehicle management, marketing and safety to advance mass transit projects in a rapidly growing market.<br /><p>FedEx has also supported two recent environmental disaster efforts. First, we invested in the reforestation of the Sichuan Province of China, a region struck by a powerful 8.7 earthquake in 2008. Funding through Conservation International supports local employment, will add over 100 hectacres of forest, and supports the survival of the Giant Panda. Second, this last summer, we worked with the National Fish & Wildlife Foundation and multiple government agencies to transport 25,000 sea turtle eggs from the Gulf of Mexico to the Atlantic Ocean through our FedEx Custom Critical network when the oil spill threatened their hatching and survival.<br /><p><strong>How do you apply your own life experiences in your work with FedEx?</strong><p>I have always had a personal commitment to the community. I have served on numerous boards and volunteered for various non-profits over the years. I have a personal passion for the work I do. I have witnessed the need, so I am committed to making an impact. Yesterday I supported Teach for America Week. I spoke to an 11th grade English class at Clarksdale High School. I graduated from Clarksdale High (Miss.).<br /><p>I was able to talk to students from my hometown about the importance of an education. I was able to say I was just like you. I wanted to inspire the students to value their education and to let them know that education was key to making their professional dreams come true.<br /><p>It is such an honor to lead our efforts at FedEx. FedEx has such a commitment to community. Our leadership and our employees make a difference in their communities every day.<br /><p><strong>For other PR pros, looking to learn the ways of social responsibility, what inspirational strategies and lessons can be taken from the programs FedEx executes?</strong> <br /><ol><li>First and foremost, know your business. Understand your corporation’s competencies, expertise and business drivers. The best CSR strategies are aligned to corporate strategy.</li><li>Second, focus on what you do best. There are millions of causes to invest in and they are all worthwhile. Our role is to determine where we can find the best ROI for our investments.</li><li>Finally, develop strategies owned by your employees and communities. The long-term success of these programs is that they resonate with those most close to the impact of the work.</li></ol><p><strong>A PR professional has just stepped into a Social Responsibility position for the first time. From your own experiences, what tips would you give them to lead to a successful first year (and beyond)?</strong> <br /><ol><li><span style="color:#000066;"><em>Understand the issues.</span></em> When I got my first job in CSR, I called a friend at IBM who had worked in the field for a number of years. She recommended a class for me at the Center for Corporate Citizenship at Boston College.</li><li><span style="color:#000066;"><em>Do your homework.</span></em> If the focus of your corporation is environmental sustainability, make sure you understand how the issue impacts your company. Learn the organizations and non-profits who are the experts.</li><li><span style="color:#000066;"><em>Network with other CSR professionals.</span></em> I belong to ACCP (<a href="http://www.accprof.org/">Association of Corporate Contributions Professionals</a>), and I serve on the board of directors for the US Chamber BCLC (Business Civic Leadership Center). I am also a member of the National Corporate Advisory Council for the American Red Cross. Read and stay current. Who are the thought leaders and organizations making an impact?</li></ol><br /><p><span style="font-size:78%;">FedEx across the web:</span><ul><li><span style="font-size:78%;">The US Chamber BCLC approached FedEx about working with InterAction on the development and launch of the Haiti Aid Map (</span><a title="http://haiti.ngoaidmap.org/" href="http://haiti.ngoaidmap.org/"><span style="font-size:78%;">http://haiti.ngoaidmap.org/</span></a><span style="font-size:78%;">). FedEx has been instrumental in launching this incredible tool to advance transparency, efficiency and effectiveness in the wake of disasters.</span></li><li><span style="font-size:78%;">The Salvation Army approached FedEx for support with a unique environmentally sustainable approach to rebuilding communities after disasters. Working with the U.S. Green Building Council, Harvard University and other leading institutions, this effort promises to be a highly effective approach to disaster recovery. </span><a title="http://www.envirenew.org/resiliencysummit.aspx" href="http://www.envirenew.org/resiliencysummit.aspx"><span style="font-size:78%;"><a href="http://www.envirenew.org/resiliencysummit.aspx">http://www.envirenew.org/resiliencysummit.aspx</span></a><span style="font-size:78%;"></span></a></li><li><span style="font-size:78%;">The International Federation of Red Cross and Red Crescent Societies invited FedEx to present on our exemplary working relationship with Red Cross at the International Association of Volunteer Effort global conference in Singapore this year, bringing visibility to the important work of the Red Cross and the significant role FedEx plays in helping them deliver their lifesaving services. </span><a title="http://www.iave2011.org/home/index.php" href="http://www.iave2011.org/home/index.php"><span style="font-size:78%;">http://www.iave2011.org/home/index.php</span></a> </li></ul>Andrew M. Scotthttp://www.blogger.com/profile/15730355876958234964noreply@blogger.com0tag:blogger.com,1999:blog-5289418516712967814.post-85331129018421480082011-03-27T11:26:00.005-05:002011-03-27T12:04:01.423-05:00Soul Food: The Art of Storytelling<span style="color:#333333;">People want to feel personally connected to a brand and one of the most rewarding ways to build relationships with them is still through the art of storytelling. As much as I love social media, it is still just another vehicle for your message. It's the quality of your content that counts.</span> <br /><p>It may seem warm and gooey at times but telling the tale of those influencing or influenced by your brand humanizes you immensely. Storytelling is the soul food of public relations efforts when it comes to your target publics, brand and you the practitioner. <br /><p>Telling these stories is an exceptional win-win-win situation because: <br /><ol><li>It not only helps to strengthen the connection with your current audience, but it can also help create new, meaningful relationships you didn’t already have with potential audiences.</li><br /><li>Sometimes those narratives feature an individual (or more) that makes an incredible impact in the efforts of our brand who now gets to have her/his story immortalized.</li><br /><li>Getting to scribe those stories gives you, the author and practitioner, a deeper sense of personal accomplishment that most analytics can't “measure” up to. In fact, you'll see better analytics as a result of strong storytelling.</li></ol><p>Every two months my organization publishes a national magazine known as <a href="http://www.spj.org/quillabout.asp">Quill</a> for which I write a membership profile column. With each story I write I have a chance to help our members and other journalists learn more about people like them who have invested themselves in SPJ and have made unique contributions to the profession. <br /><p><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgAx7SVhFLizN3Dzeu-Q0JtrhgF75p5MWPF1ADqh4FU6-lUMhPRV21S3p-ljMNyAHcxtKc0AwZA_b8x4fcNpfKockbsdcnA6furQ4-mYCG19Dv_Evpl_YOLTsjXxLbD-3d5-YSYB3SkI_pj/s1600/HankKlibanoffBlogpost.png"><img style="MARGIN: 0px 0px 10px 10px; WIDTH: 154px; FLOAT: right; HEIGHT: 200px; CURSOR: hand" id="BLOGGER_PHOTO_ID_5588799212452262946" border="0" alt="" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgAx7SVhFLizN3Dzeu-Q0JtrhgF75p5MWPF1ADqh4FU6-lUMhPRV21S3p-ljMNyAHcxtKc0AwZA_b8x4fcNpfKockbsdcnA6furQ4-mYCG19Dv_Evpl_YOLTsjXxLbD-3d5-YSYB3SkI_pj/s200/HankKlibanoffBlogpost.png" /></a>In the latest member profile, I was able to highlight an incredible individual, <a href="http://www.linkedin.com/pub/hank-klibanoff/9/342/871">Hank Klibanoff</a>, whose efforts continue to shed great light on the struggles of the civil rights era. Upon reading the article, Hank wrote to me in an email saying “I caught up with the article you wrote about me for The Quill, and am impressed by it. You did a wonderful job, and you got it right. Thank you.” <br /><p>As Charles Schulz might would have said, Happiness is a warm thank you letter. By the way, you should keep those letters and printed emails from the people who have told you how much your efforts mean to them. Put them in a scrapbook. On a rainy day, they’re worth so much more than a plaque on your office wall. <br /><p>Another great way you can build relationships with your publics is by telling the story of how your brand relates to them on a cultural scale like PR colleague <a href="http://melissameribennett.wordpress.com/about/">Melissa Bennett</a> did. Last December I stumbled upon a guest post Melissa wrote for Peas for Prosperity titled “<a href="http://peasforprosperity.com/history/peas-on-earth-the-origin-of-the-souths-famous-black-eyed-peas/">Peas on Earth - The Origin of the South's Famous Black-eyed Peas</a>.” The post described the deep history behind the tradition of eating black-eyed peas on New Year’s Day in Southern U.S culture. Guess what? I grew up in the South and have eaten black-eyed peas for New Year's since before I can remember. This well written back story just gained a new audience member interested in <a href="http://peasforprosperity.com/">Peas for Prosperity</a>. <br /><p>To really dive into the craft and learn how to be a better storyteller for your brand, I highly suggest reading <a href="http://www.ishmaelscorner.com/">Ishmael’s Corner</a> by PR consultant Lou Hoffman. Ishmael’s Corner is a blog devoted to giving great analysis, additional methods and insights into the art of storytelling from a business perspective. <br /><p>Here are my 10 favorite reads from the Ishmael archives: <br /><ol><li><a href="http://www.ishmaelscorner.com/2009/07/30/revisiting-the-all-important-anecdote/">Revisiting the All-important Anecdote </a></li><br /><li><a href="http://www.ishmaelscorner.com/2010/05/31/communications-versus-behavior-during-a-crisis/">Communications Versus Behavior During a Crisis </a></li><br /><li><a href="http://www.ishmaelscorner.com/2010/06/28/visual-storytelling-via-the-infographic/">Visual Storytelling via the InfoGraphic </a></li><br /><li><a href="http://www.ishmaelscorner.com/2010/07/18/top-five-elements-that-have-shaped-quest-for-creativity/">Top Five Elements That Have Shaped Quest for Creativity </a></li><br /><li><a href="http://www.ishmaelscorner.com/2010/09/15/10-ways-communicators-must-evolve-4-perspectives-on-4-communication-issues/">10 Ways Communicators Must Evolve </a></li><br /><li><a href="http://www.ishmaelscorner.com/2008/09/25/the-quickest-way-to-a-dull-story-jargon/">The Quickest Way to a Dull Story: Jargon </a></li><br /><li><a href="http://www.ishmaelscorner.com/2009/01/26/blast-magazines-media-kit-tells-a-story/">Blast Magazine’s Media Kit Tells A Story </a></li><br /><li><a href="http://www.ishmaelscorner.com/2009/12/24/every-story-benefits-from-a-hero-or-two-or-three-business-storytelling/">Every Story Benefits From A Hero (Or Two Or Three): Business Storytelling </a></li><br /><li><a href="http://www.ishmaelscorner.com/2009/02/06/hard-to-beat-the-classic-immigrant-makes-good-story/">Hard to Beat the Classic Immigrant-Makes-Good Story </a></li><br /><li><a href="http://www.ishmaelscorner.com/2010/11/16/storytelling-in-a-news-release-are-you-fit-for-a-phone/">Storytelling in a News Release: Are You Fit for a Phone? </a></li></ol><br /><p>What amazing stories have your brand told lately?</p>Andrew M. Scotthttp://www.blogger.com/profile/15730355876958234964noreply@blogger.com4tag:blogger.com,1999:blog-5289418516712967814.post-76108078106500314392011-03-11T19:31:00.010-06:002011-03-12T15:25:55.285-06:00Early Adopters and the Social WebEarly adopters have held an important stake in cultural acceptance of new innovations throughout history. And with the extensive growth of social media over the course of the past few years, these influencers’ “<a href="http://www.youtube.com/watch?v=breF23LFDV4&NR=1">phenomenal comic powers</a>” have become paramount in the success of a brand’s marketing strategy.<br /><br />What really made me think about this was the hilarious example this past Friday by comedian news anchor <a href="http://twitter.com/StephenAtHome/status/43781085963890688">Stephen Colbert with his endorsement of the new iPad II on Twitter</a>. His tweet garnered over 100 re-tweets in less than an hour. It doesn’t get more influencer relevant than that.<br /><br /><br /><img style="TEXT-ALIGN: center; MARGIN: 0px auto 10px; WIDTH: 320px; DISPLAY: block; HEIGHT: 164px; CURSOR: hand" id="BLOGGER_PHOTO_ID_5583001790103103010" border="0" alt="" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgp_PDGpwPwJsbNZQLi9RaQiAexfc7JrVMux-3O50sDaTOF8jrUr3mE7hajMElAZ9N62XPSALuk1eatOqKrGuLFFnF6EUkcsChDkTRCa2bBjtqpA22gho4rllfNEOIVPg0QFdjee3QxHfoy/s320/StephenColbert.PNG" /><br />Since social scientist Everett Rogers’ 1962 study developed the four acceptance categories that early adopters belong to, they have continued to play a key strategic role in product marketing and brand development. The powerful influence of the early adopters often sways the early majority and combined, the two groups can account for half of a new product’s sales. The success or failure of a brand often relies on their influence.<br /><br /><span style="font-size:130%;"><strong>The Anatomy of Early Adopters</strong><br /></span><br />So what does an early adopter look like? According to a 2010 report from Advertising Age called <a href="http://adage.com/images/bin/pdf/shiny_new_things.pdf" target="_blank">Shiny New Things: What Digital Adopters Want, How to Reach Them, and Why Every Marketer Should Pay Attention</a>, a study by Forrester Research coupled early adopters “technographic” profiles with psychological theories and found that three key drivers compel them: <ol><li><strong>Risk Taking</strong> - A desire for novelty that exceeds caution and reflects a “universal openness to new experiences, including new products. They are willing to take a chance on a product with little to no market history.” There is also a desire to be first.<br /></li><li><strong>Information Gathering</strong> - “There is an informational burden that needs to be overcome for new products, and early adopters are more likely to seek out the information needed to inform their adoption decisions.” But they also “seek to mitigate risk through information.”<br /></li><li><strong>Status Seeking</strong> - Early adopters take pride in showing off their purchases. Early adopters choose products that represent them to the world—their preferences as well as their social status.”</li></ol><p>In another study by Nielsen and Mindset Media, early adopters of new technology scored high on certain personality traits in regard to purchasing habits: </p><ol><li><strong>Leadership</strong> - 68% are more likely to have purchased three or more computers in the past two years.<br /></li><li><strong>Dynamism</strong> - 58% are more likely to have purchased three or more flat-screen TVs in the past two years.<br /></li><li><strong>Assertiveness</strong> - 62% are more likely to purchase a new cell phone when the latest and greatest model hits the streets.<br /></li><li><strong>Modesty</strong> - 45% are more likely to upgrade when a new model is available.</li></ol><p><strong><span style="font-size:130%;">Finding Success in Early Adopter Outreach</span></strong><br /><br />Influencers are unique individuals who require personal strategies of communication. According to iMediaConnections’ C.C. Chapman, there is no science to finding the right influencers because there are far too many factors in play for it to be that easy.<br /><br />“I've used many services, companies, and other outlets to assist in compiling influencer lists,” Chapman said in a blog post. “But I have yet to find anything that works better then good, old fashion networking and research.”<br /><br />As an influencer and early adopter, Chapman recently <a href="http://www.imediaconnection.com/content/28574.asp?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+ImediaConnectionAll+(iMedia+Connection:+All+Stories)">published a list of four ingredients for successful influencer outreach at iMediaConnections</a>.<br /><br />On the social web, researching and approaching these influencers isn’t easy. Mere friend/follower counts and profile views fall short of accurately measuring and identifying true influencers. Simon Dumenco with Ad Age Digital set out to further debunk that perception by <a href="http://www.blogger.com/analyzing%20the%20supposed%20top%20Twitter%20influencer%20rankings%20on%20several%20subjects">analyzing the supposed top Twitter influencer rankings on several subjects</a> provided by a marketing firm that specializes in this type of research. The results showed ineffective accounts with limited influence.<br /><br />That is why it is important to perform intricate research into who a brand or product’s target audiences are and cultivate sincere relationships with them. Social media based influencer relations is critically different from traditional PR methods and requires varied tone, purpose, and understanding. When you apply that philosophy you’re sure to see a higher Return on Investment.<br /><br />An innovative way to help generate early buzz from adopters and continue to nurture personal relationships is to conduct one-on-one briefings with them via Skype. <a href="http://blog.ogilvypr.com/2011/02/reaching-influencers-in-a-new-way/">This insightful idea from Ogilvy’s 360 Digital Influence team</a> gives influencers an exclusive first look at the product even when a brand has a limited number of prototypes available.</p>Andrew M. Scotthttp://www.blogger.com/profile/15730355876958234964noreply@blogger.com0tag:blogger.com,1999:blog-5289418516712967814.post-19988186644739428302011-02-20T17:51:00.014-06:002011-02-22T15:08:46.532-06:00Innovating with Facebook's New Fan PagesFacebook released new design and feature changes to its fan pages two weeks ago, Feb. 5, bringing them up to date with a layout that now provides improved engagement with fans, features photos and offers better analytics for page administrators. This new version comes after Facebook’s redesigned profile pages launched last December.<br /><br />After I switched the <a href="http://www.facebook.com/pages/Society-of-Professional-Journalists/166414942968?ref=ts">Society of Professional Journalists fan page</a> to the upgrades, it sparked the idea to use this latest version as an opportunity to have some fun while creating a new Facebook branding strategy for SPJ. A week later, we’ve now converted the photos displayed on our fan page as promotional space to showcase various programs provided by SPJ.<br /><br /><div><div><div><img style="TEXT-ALIGN: center; MARGIN: 0px auto 10px; WIDTH: 400px; DISPLAY: block; HEIGHT: 220px; CURSOR: hand" id="BLOGGER_PHOTO_ID_5575929337293236882" border="0" alt="" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiAbgUgqCDMPytdPaLTfqeEcm_dd75Ml_owJyUkiar3y0CSSJXcs4Ws_ANQq4E3ZEOY9RiTIcUpQhyYsRRhjFJJSkfnSPU5dV74fH0ERPr0pxVDFYGxoTROSKSswsf6aC-3AMOtmNFVLZhQ/s400/SPJfacebookpage.PNG" /><br />As you can see above, the first set of promotions feature SPJ’s additional communications vehicles so we can better help our members and followers stay connected with what SPJ is doing in the journalism profession. Once clicked on, the description for each image provides a brief overview of that topic and additional links to those resources. In the coming months these placements will cycle and alternate with other themed placements to help SPJ’s Facebook fans with awareness of other programs such as our professional development, ethics and FOI resources.<br /><br />Of course there are some limitations to this new strategy that brands will encounter. Unlike some of the <a href="http://mashable.com/2010/12/14/new-facebook-profile-hacks/#60671-Alexandre-Oudin">creative ideas that have been spawned by their profile page alter egos</a>, fan pages’ photos are continuously randomized and do not maintain a specific order of placement. Given the 25 possible screen display outcomes, this specifically prevents any synchronized efforts to create one consistent, single promotion that spans across all five spaces.<br /><br /><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjwlOtBi4tBakpkqfqQ24s9qyqACGaH7DUTHG6SbLAAzPCTVX3Av8PfPlSenZuaIFbRE8ZZfp1AcsJjs2mblKQPtYdm4btL0NqwdFvcq8aa-aTRS5Qi9zjPfm6HmkGNLaGoLhtPh3jGUo9H/s1600/Twitter+conversation.PNG"><img style="MARGIN: 0px 0px 10px 10px; WIDTH: 96px; FLOAT: right; HEIGHT: 200px; CURSOR: hand" id="BLOGGER_PHOTO_ID_5575930119707781010" border="0" alt="" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjwlOtBi4tBakpkqfqQ24s9qyqACGaH7DUTHG6SbLAAzPCTVX3Av8PfPlSenZuaIFbRE8ZZfp1AcsJjs2mblKQPtYdm4btL0NqwdFvcq8aa-aTRS5Qi9zjPfm6HmkGNLaGoLhtPh3jGUo9H/s200/Twitter+conversation.PNG" /></a>Another constraint I tweeted about with Washington Post Live intern and Media Bistro 10,000 Words blogger <a href="http://twitter.com/#!/KevinLoker">Kevin Loker</a> concerned what happens next when an image is clicked. Images that are larger in scale than the exact size displayed on a fan page’s main wall will create an off-centered image when viewed on the wall. However, not enlarging the image means that it will remain that smaller size once it is clicked on. Deciding how to proceed given both constraints largely depends on personal preference.<br /><br />As Facebook makes further advances, these factors will hopefully be taken into account and these problems may dissolve themselves over time. Until then, we are not the only ones who aren’t letting that stop us from experimenting. Kevin tagged me in on another conversation where <a href="http://www.facebook.com/USATODAYcollege">USA Today College</a> also had some fun with the new upgrades this past Friday.<br /><br /><img style="TEXT-ALIGN: center; MARGIN: 0px auto 10px; WIDTH: 400px; DISPLAY: block; HEIGHT: 220px; CURSOR: hand" id="BLOGGER_PHOTO_ID_5575929498485564482" border="0" alt="" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg0dStEa_xmJU6nQQ5A_TChzeq4WQhojQ-i11N1P-_1OFZ-LVWdtnupOjKcs2o9PyPwOYm-60i-KATmv55Q3KwyARuwwlIglIbXa9qI8VaoEGRRbCEELbqC6g_ScVyQjhSUmEQfK_OlsihU/s400/USATodayCollege.PNG" /><br />When using these types of promotions for fan pages it is important to do so ethically and legally. Be familiar with the <a href="http://www.facebook.com/ad_guidelines.php">Facebook Advertising Guidelines</a>.<br /><br />Want to know more about the process that went into creating SPJ’s new Facebook promotions? Read a more in-depth entry by <a href="http://blogs.spjnetwork.org/spjworks/?p=344">following this link</a> to the SPJ headquarters blog where you can learn about the behind the scenes perspectives that went into this project - the ideas, failed concept work and a sneak peek at our next series of promotions.</div></div></div>Andrew M. Scotthttp://www.blogger.com/profile/15730355876958234964noreply@blogger.com3tag:blogger.com,1999:blog-5289418516712967814.post-15719994689978455702011-02-05T21:20:00.012-06:002011-02-16T09:06:23.836-06:00Basic Principles: The Hitch Factor<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgtf7ITq3cJQpcjcylS5irel18hCjEX8I2OaYsU1wTfw8-oTFwV4s5GX27WdF7OrAvwewrsQpEq8X-4Iew18oShy1ZmK9OQd55N8wiZcSHxUF7B2A5DgHLq03PRzuJFc-HMvtIo4htj51EL/s1600/ArtsySmithFinishing3.png"><img style="TEXT-ALIGN: center; MARGIN: 0px auto 10px; WIDTH: 400px; DISPLAY: block; HEIGHT: 177px; CURSOR: hand" id="BLOGGER_PHOTO_ID_5574094530416303362" border="0" alt="" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgtf7ITq3cJQpcjcylS5irel18hCjEX8I2OaYsU1wTfw8-oTFwV4s5GX27WdF7OrAvwewrsQpEq8X-4Iew18oShy1ZmK9OQd55N8wiZcSHxUF7B2A5DgHLq03PRzuJFc-HMvtIo4htj51EL/s400/ArtsySmithFinishing3.png" /></a><span style="font-family:georgia;"><span style="color:#000000;">Last night I decided to watch one of my favorite movies, </span><a href="http://www.imdb.com/title/tt0386588/"><span style="color:#000099;">Hitch</span></a><span style="color:#000000;">. The 2005 comedy is about matchmaker Alex Hitchens’ (Will Smith) behind the scenes work to help hopeless romantic Albert Brennaman (Kevin James) win the heart of society heiress Allegra Cole. With an energetic storyline, fluid comedic timing and jazzy soundtrack, Hitch is one of the few movies I find worth watching on a yearly basis.<br /><br /></span></span><span style="font-family:georgia;"><span style="color:#000000;">Fun Fact: The opening credits sequence displaying the title for the film inspired the banner for this blog.<br /><br />But it was not until recently that I was able to appreciate the film for its positive, underlying inspiration for public relations and marketing professionals. So what gives a practitioner the Hitch factor?<br /><br />Hitch’s own techniques focus on brand management for guys hoping to get the girl of their dreams. And no marketing strategy is successful without <strong>comprehensive research</strong> of your brand’s target audience.<br /><br />For Hitch, his research involves understanding important social dating techniques to better connect those audiences and his clients. Depending on the target audience (Allegra in this instance) it is important that PR practitioners should do concentrated research to understand what key messages most interest an audience and will better connect them with a brand (Albert in this instance).<br /><br />Of course, the fundamental cornerstone of Hitch’s strategy is <strong>client confidentiality</strong> and <strong>trust</strong>. Practitioners should always safeguard critical information about their clients and conduct their work in a discrete, professional manner.<br /></span><br /><span style="color:#666666;">“My business is 100 percent referral and thus far untraceable. And if there’s one thing I’ve learned when you orchestrate, coordinate and otherwise mess with fate, it’s best to fly under the radar.” - Hitch</span><br /><br /><span style="color:#000000;">Hitch understands that secrecy is an important part of public relations but he also knows that it should never override ethics and the public interest.<br /><br /><strong>Strong ethical standards</strong> are always an important component to being a successful public relations practitioner. Hitch’s own moral compass is showcased often through his sense of compassion and understanding. Early on in the film, he asserts his standards and refuses to work with chauvinist Vance Munson as a client.</span> <span style="color:#666666;">“Hit it and quit it is not my game.” -Hitch</span><br /><br /><span style="color:#000000;">Passionate PR professionals <strong>care about</strong> and <strong>protect</strong> their brands from misperception and falsehoods. Hitch does this while also emphasizing his ethical principles when he later clarifies his association with Albert to Allegra.</span> <span style="color:#666666;">“</span><span style="color:#666666;">My job is not to deceive Ms. Cole. It’s to create opportunities.” - Hitch</span><br /><br /><span style="color:#000000;">Promoting a brand also requires <strong>positive energy</strong> and <strong>confidence</strong>. Hitch does so with an air of savoir faire about him. He highlights this quality often through the use of constructive quotes.</span><br /><br /></span><span style="font-family:georgia;"><span style="color:#666666;">“Basic principles: No matter what, no matter when, no matter who, any man has a chance to sweep any woman off her feet. He just needs the right broom.” - Hitch<br /></span></span><br /><div><span style="font-family:georgia;"><span style="color:#666666;">“Like I always tell my clients - begin each day as if it were on purpose.” - Hitch</div></span></span><span style="font-family:georgia;"><span style="color:#666666;"><div><br />“Always remember, life is not the amount of breathes you take. It’s the moments that take your breath away.” - Hitch</div><div><span style="color:#ffffcc;">.</span></div><div></div><div></span></span></div><span style="font-family:georgia;"><span style="font-family:georgia;"><span style="color:#666666;">“Never lie, steal, cheat, or drink. But if you must lie, lie in the arms of the one you love. If you must steal, steal away from bad company. If you must cheat, cheat death. And if you must drink, drink in the moments that take your breath away.” - Hitch</span></span><br /><br /><span style="color:#000000;">Did you happen to notice the recurring theme in the last two quotes? <strong>Catch phrases</strong> and <strong>slogans</strong> are an important part of marketing - even when branding your personal self. Do so eloquently and before you know it, you'll achieve the Hitch factor.</span></span> <div><span style="color:#ffff99;">.</span></div><div><span style="color:#000000;">Of course, if Hitch isn't your </span><a href="http://www.youtube.com/watch?v=OaiSHcHM0PA"><span style="color:#000099;">Jerry McGuire</span></a><span style="color:#000000;">, then maybe you and PR pro </span><a href="http://thebuzzbymikeschaffer.com/2010/12/07/barney-stinson-my-pr-role-model/"><span style="color:#000099;">Mike Schaffer share the same role model</span></a><span style="color:#000000;">. I hear the guy is “Legen - wait for - Dary! Legendary!”</span></div>Andrew M. Scotthttp://www.blogger.com/profile/15730355876958234964noreply@blogger.com5tag:blogger.com,1999:blog-5289418516712967814.post-12307423860635744082011-01-29T16:15:00.023-06:002011-02-20T15:08:27.198-06:00Building Strong Social Media Guidelines<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj7-_SMUTJGgDWhBM1yYJjIvBXwEq8Qj1p__g_EStK_DUgfgbJvOO4ra4_HsYVaipGUaR6NU-9bUlWohiG8cBT-LpW84A15S6MkfBRU0GGvNW5SD6_13qiaiJaJHAQeE_rsRUmQGuW2xpWc/s1600/Socialmediapolicy1.png"><img style="MARGIN: 0px 0px 10px 10px; WIDTH: 200px; FLOAT: right; HEIGHT: 191px; CURSOR: hand" id="BLOGGER_PHOTO_ID_5570738204730585058" border="0" alt="" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj7-_SMUTJGgDWhBM1yYJjIvBXwEq8Qj1p__g_EStK_DUgfgbJvOO4ra4_HsYVaipGUaR6NU-9bUlWohiG8cBT-LpW84A15S6MkfBRU0GGvNW5SD6_13qiaiJaJHAQeE_rsRUmQGuW2xpWc/s200/Socialmediapolicy1.png" /></a>It is no secret that the growing causes of most crisis PR moments in the past decade were a result of poor social media comprehension. Preventing these disasters proactively should be a major part of any integrated communication and reputation management strategy. That is why it is incredibly important for organizations and companies to develop and implement strong social media policies and guidelines to help safeguard their brand and employees.<br /><br /><div><div>It is also important to understand that having social media guidelines is not just critical in regard to reputation management and clarifying gray legal areas. There are many different considerations that should go into guidelines. To begin with, they should be a means of encouragement for employees to help promote and strengthen brands.</div><br /><div>Right now I find myself tasked with developing more comprehensive social media guidelines for my own organization. The difference between the Society of Professional Journalists and most entities is that the non-profit organizational structure within SPJ means that the majority of our social media participants are volunteers rather than employees. Because of this, special care is being taken into consideration for writing the content of these guidelines. I'm making a point to seek as much advice as possible to create the best language to help our volunteers adapt to and implement these needed procedures.</div><br /><div>When creating your own social media guidelines, it is best to research a wide selection of different examples to help you understand what best reflects your own organizational needs. Working on this project for the past few weeks has taught me a lot about different types of policies and I want to share some of the online resources that were a huge benefited for me throughout the process.</div><div><span style="color:#ffcc99;">.</span></div><div></div><div></div><div></div><div></div><div></div><div></div><div><a href="http://socialmediagovernance.com/policies.php">Social Media Governance Database</a> - Includes more than 100 different social media policies for a wide spectrum of different companies, organizations and other entities.</div><br /><div><a href="http://blog.journalistics.com/2010/dealing-with-haters-potty-mouths-newsroom-facebook/">How to Deal With Haters and Potty Mouths on Your Newsroom’s Facebook Page</a> - From Journalistics, I loved this article not only for its insightful quality of content focused on Facebook but also because of its light-hearted nature.</div><br /><div><a class="headline source-org" href="http://mashable.com/2009/06/02/social-media-policy-musts/">10 Must-Haves for Your Social Media Policy</a> - From Mashable, this handy list focuses on what it refers to as the most important aspect of writing guidelines, to better engage target audiences.</div><br /><div>On a final note of consideration, a strong policy should make a point to reflect the transformative nature of social media. From Facebook to Twitter, who knows how the next form of communications vehicle will take shape. Even once titans such as <a href="http://www.nytimes.com/2011/01/12/technology/internet/12myspace.html?_r=1&scp=2&sq=Myspace&st=cse">Myspace can begin to fall over time</a> as the way we use the Internet continuously evolves.</div><div><span style="color:#ffcc99;">.</span></div><div></div><div>It is a changing new world online and a strong, durable set of guidelines are just the foundation blocks to helping your brand expand and maintain a positive reputation.</div><div></div></div>Andrew M. Scotthttp://www.blogger.com/profile/15730355876958234964noreply@blogger.com0tag:blogger.com,1999:blog-5289418516712967814.post-16861882499092897212011-01-08T17:19:00.013-06:002011-02-25T10:17:01.225-06:00Down the Road Less Traveled<strong><span style="color:#000000;">A year past. A year ahead. Ambition will lead me...<br /><br /></span></strong><span style="color:#000000;">It may come eight days after the fact but, Happy New Year! I know mine has certainly been exciting and already filled with new challenges.<br /><br /></span><span style="color:#000000;">For me, 2010 was quite a year. The remaining days of my college tenure were filled with many achievements including creating, developing and implementing a</span> <a href="http://asbpresidentialdebates.blogspot.com/">student government debate</a>; <span style="color:#000000;">leading</span> <a href="http://spjeventsandprograms.blogspot.com/">my chapter </a><span style="color:#000000;">of the Society of Professional Journalists and awards recognition for my creation of a</span> <a href="http://oxfordgreen.blogspot.com/p/pr-awards.html">public service PR campaign</a>. <span style="color:#000000;">I also came across a</span> <a href="http://mrpublicrelations.blogspot.com/2010/03/galactic-fail-worth-bragging-about.html">few failures </a><span style="color:#000000;">along the way.<br /><br /></span><span style="color:#000000;">After graduating I found myself working in one of the best possible entry-level jobs I could ask for with the</span> <a href="http://www.spj.org/">Society of Professional Journalists</a>.<span style="color:#000000;"> Stationed at its national headquarters in Indianapolis, the past few months have been an incredible benefit in developing my PR, marketing and media relations experience. Even more, it's given me the opportunity to be an important part of a non-profit organization that is devoted to improving and protecting journalism and the First Amendment.<br /><br /></span><span style="color:#000000;">I was lucky to once sit on the front row of a presentation featuring NBC Nightly News Anchor Tom Brokaw when he said "You cannot let this forum go away. If you lose journalism, you'll lose the essence of the republic." Even in the turmoil journalism has faced over the past decade, I still have hope for its changing future and the Society is a part of that.<br /><br /></span><span style="color:#000000;">My blog has also continued to improve over the past few months. And for all of those who tweeted, shared and commented on "35 Big Twitter Hashtags for PR Pros," it is both a humbling and thankful experience to know it has been such a useful resource helping many students and practitioners. Thank you for sharing with me.<br /><br /></span><span style="color:#000000;">So here I am at a New Year - 2011. And no yearly beginning is complete without resolutions to hold one's self accountable by!<br /><br /></span><strong>My Resolutions:</strong><br /><ol><li>I will continue to adhere to strong ethical standards in the practice of public relations while working to expand my knowledge and experience beyond my current capabilities.<br /><br /><em><span style="font-size:85%;">(Well that first one was easy. Let's just call it my "mission statement" resolution. Now how about some "meat and potatoes" resolutions that are a little more"objective" based.)<br /></span><br /></em></li><li>I will fully participate in a minimum of 10 PR related Twitter chats in <a href="http://higher-and-higher.com/2010/12/07/13-twitter-chats-for-pr-pros/">this list of 13</a> by Petya N. Georgieva by the end of December 2011.</li><br /><li>I will increase both the quality and yearly quantity of the entries here on my blog to better enhance my professional experiences and service to other PR professionals with a minimum of 20 posts by the end of December 2011.</li><br /><li>I will officially pursue an <a href="http://www.prsa.org/Learning/Accreditation/">APR accreditation </a>while improving my fundamental knowledge of communications theory and its application in the field to better serve clients, the public and the PR profession by the end of September 2011.</li></ol><p><span style="color:#000000;">I have to admit that the last resolution was honestly the scariest one to write out loud. The APR is an important asset that is the nation's only post-graduate certification program. Studying for this accreditation is an intense and time consuming process that takes patience. Nevertheless, the benefits will help in my career enhancement and promote lifelong learning.<br /><br />It's important to believe in goals but saying them out loud is what breathes life into them and makes them real. No success is ever achieved without ambition and faith in yourself. I certainly would not have had such an incredible year in 2010 if not for that philosophy.<br /><br />Where will your ambitions take you this year?</span></p>Andrew M. Scotthttp://www.blogger.com/profile/15730355876958234964noreply@blogger.com1tag:blogger.com,1999:blog-5289418516712967814.post-38767923371168385352010-11-20T15:27:00.033-06:002010-12-03T10:22:15.522-06:0035 Big Twitter Hashtags for PR ProsTwitter is an exciting place for new and seasoned PR professionals to come together and share ideas and opportunities in the profession. The key to optimizing your Twitter experience is to take advantage of its <a href="http://support.twitter.com/entries/49309-what-are-hashtags-symbols">hashtag resource </a>which links related topics together with a simple # at the beginning of a word, acronym or phrase.<br /><br />Over the past few days, I've researched some of the top PR related hashtags and their benefits. For the new Tweeters out there, or those still thinking about taking the plunge, I hope you'll take advantage of these 35 big Twitter hashtags for PR pros!<br /><br /><strong>Most Common:<br /></strong><a href="http://twitter.com/#!/search/%23PR">#PR</a> – Obviously one of the two most encompassing tags, it's the most optimal for 140 character tweets. Great for mixed industry related posts.<br /><a href="http://twitter.com/#!/search/%23publicrelations">#publicrelations</a> – This tag may be the same concept as #PR, but the tweet results are hardly the same. Great for mixed industry related posts.<br /><br /><strong>Practice & Expertise Focused:</strong><br /><a href="http://twitter.com/#!/search/%23branding">#branding</a> – Lessons for #corporate or #smallbiz related work.<br /><a href="http://twitter.com/#!/search/%23personalbranding">#personalbranding</a> – Perfect for learning to promote your self.<br /><a href="http://twitter.com/#!/search/%23mediarelations">#mediarelations</a> – Helps develop stronger relations with news media<br /><a href="http://twitter.com/#!/search/%23reputationmanagement">#reputationmanagement</a> – Tips/case studies for building and maintaining reputations.<br /><a href="http://twitter.com/#!/search/%23marketing">#marketing</a> – Industry news and strategies.<br /><a href="http://twitter.com/#!/search/%23crisismanagement">#crisismanagement</a> – Trends, strategies and case examples of good/bad crisis work.<br /><a href="http://twitter.com/#!/search/%23CrisisPR%20">#CrisisPR</a> – Like #PR/publicrelations, this tag is just as effective while diverse.<br /><a href="http://twitter.com/#!/search/%23publicity">#publicity</a> – Often sporadic in content value when searched, the worth while tweets make up the difference.<br /><a href="http://twitter.com/#!/search/%23advertising">#advertising</a> – Great techniques and trends.<br /><br /><strong>Social Media Focused:<br /></strong><a href="http://twitter.com/#!/search/%23socialmedia">#socialmedia</a> – Great for most trends and strategies for social media.<br /><a href="http://twitter.com/#!/search/%23SM">#SM</a> – A second social media tag.<br /><a href="http://twitter.com/#!/search/%23digitalmarketing">#digitalmarketing</a> – Great for emphasis trends, news and some job opportunities.<br /><a href="http://twitter.com/#!/search/%23SEO">#SEO</a> – Search Engine Optimization related content.<br /><a href="http://twitter.com/#!/search/%23SMO">#SMO</a> – Social Media Optimization related content.<br /><a href="http://twitter.com/#!/search/%23smcedu">#smcedu</a> – Weekly chat (Mondays, 9:30 am PST) devoted to ensuring that college grads are media literate and capable of applying emerging lessons from social media in organizations.<br /><br /><strong>PR Jobs:</strong><br /><a href="http://twitter.com/#!/search/%23prjobs">#prjobs</a> – The definite way to find career opportunities and advice.<br /><a href="http://twitter.com/#!/search/%23prjob">#prjob</a> – Despite the one character difference, the opportunities and advice often vary.<br /><a href="http://twitter.com/#!/search/%23EntryPR">#EntryPR</a> – A specifically important tag for finding entry level jobs that are available and additional advice.<br /><a href="http://twitter.com/#!/search/%23happo">#happo</a> – <strong>H</strong>elp <strong>A</strong> <strong>P</strong>R <strong>P</strong>ro <strong>O</strong>ut constantly provides job seeking advice, internships, and job opportunities with a focus on networking. The next organized chat will be on Wednesday, Dec. 8 from 8-9 pm CT.<br /><br /><strong>Professional Development:<br /></strong><a href="http://twitter.com/#!/search/%23PRadvice">#PRadvice</a> – A pretty wide spectrum of content with direct advice tweets and URL links.<br /><a href="http://twitter.com/#!/search/%23prtips">#prtips</a> – A pretty wide spectrum of content with direct advice tweets and URL links.<br /><a href="http://twitter.com/#!/search/%23pr20chat">#pr20chat</a> – Weekly chat (Tuesdays, 8 pm EST) discussing public relations social media related issues for the future.<br /><a title="Good PR hashtag on Twitter" href="http://twitter.com/#!/search/%23u30pro" target="_blank">#u30pro</a> – Weekly chat (Thursdays, 8 pm EST) focusing on issues surrounding PR professionals under 30.<br /><a title="independent PR pro Twitter hashtag" href="http://twitter.com/#!/search/%23solopr" target="_blank">#solopr</a> – Weekly chat (Wednesdays, 1 pm EST) designed for independent PR professionals and those interested in learning more about this career emphasis.<br /><a href="http://twitter.com/#!/search/%23measurepr">#measurepr</a> – Bi-weekly chat (Tuesdays since 2/2/10, 12-1 pm ET) focusing on all things measurement in public relations and social media measurement too.<br /><a href="http://twitter.com/#!/search/%23brandChat">#brandChat</a> – Weekly chat (Wednesdays, 11 a.m. EST) with focused topics about branding and marketing strategies.<br /><br /><strong>PR Students:</strong><br /><a href="http://twitter.com/#!/search/%23PRstudents">#PRstudents</a> – Mostly for building student's credentials and a frequent source for internships.<br /><a href="http://twitter.com/#!/search/%23prstudchat">#prstudchat</a> – Monthly chat (different days and times) focused on students and professionals coming together to share thoughts.<br /><a href="http://twitter.com/#!/search/%23PRintern">#PRintern</a> – Learn about current student internships that are available.<br /><a href="http://twitter.com/#!/search/%23prssa">#prssa</a> – The Public Relations Student Society of America.<br /><br /><strong>PR Organizations:<br /></strong><a href="http://twitter.com/#!/search/%23prsa">#prsa</a> – The Public Relations Society of America.<br /><br /><strong>Journalism Related:</strong><br /><a href="http://twitter.com/#!/search/%23journalism">#journalism</a> – Great for most journalism related posts.<br /><a href="http://twitter.com/#!/search/%23journchat">#journchat</a> – Weekly chat (Mondays, 7 pm CT) between journalists, bloggers and PR pros.Andrew M. Scotthttp://www.blogger.com/profile/15730355876958234964noreply@blogger.com38tag:blogger.com,1999:blog-5289418516712967814.post-77952764776507712692010-11-18T17:29:00.016-06:002010-12-14T11:47:40.572-06:002nd Street Baking Co. Against the MayhemTwo weeks ago a justice was served in the name of copyright protection as the Internet made clear its stance on infringement. This came after blogger Monica Gaudio <a href="http://illadore.livejournal.com/30674.html">posted a scathing e-mail </a>from New England based Cooks Source editor Judith Griggs claiming the blogger's unpaid article in the magazine was "public domain."<br /><br />But there are two sides to every coin. The Internet tirade quickly engulfed the unknowing advertisers of Cooks Source into its rage. To quote the website, <a href="http://howpublishingreallyworks.com/?p=3450">How Publishing Really Works</a>, "You can't release the hounds and then expect them to behave like lap-dogs."<br /><br />The businesses that were listed as the magazine's advertisers were pummelled throughout the next few days with angry calls, emails and threats to boycott. But one small town bakery somehow managed to succeed where even some large, corporate businesses have often failed in this situation; with an effective and timely crisis communications strategy.<br /><br /><a href="http://www.2ndstreetbakingco.com/aboutus.html">2nd Street Baking Co.</a> is a custom<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiEpeSPI71G_iMkw676Dqgo_EIQ-_yIYy83wh1P5i5UAwlCxJUWX6qnNcMbmcSci9xpnajlk9tK6bcGD4VwxD6aNVyr2yV-swYpoyO9rh4QnJ0SS5UOc-8JYz_8vglcUPBdYU3Ry1e9bdAL/s1600/logo182.jpg"><img style="MARGIN: 0px 0px 10px 10px; WIDTH: 182px; FLOAT: right; HEIGHT: 182px; CURSOR: hand" id="BLOGGER_PHOTO_ID_5541333181725783682" border="0" alt="" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiEpeSPI71G_iMkw676Dqgo_EIQ-_yIYy83wh1P5i5UAwlCxJUWX6qnNcMbmcSci9xpnajlk9tK6bcGD4VwxD6aNVyr2yV-swYpoyO9rh4QnJ0SS5UOc-8JYz_8vglcUPBdYU3Ry1e9bdAL/s200/logo182.jpg" /></a> style bakery in the village of Turners Falls, MA. The business has been open now for three years under owners Christa Snyder and Laura Puchalski. Laura first learned about the scandal at approximately 1:30 to 2pm that Thursday, just as the story was breaking online. The baking company's email account began receiving dozens of emails from people all over the country as well as Australia and Canada.<br /><br />According to Laura, most of the angry e-mailers had copied a form letter that was posted on Facebook to notify the Cooks Source advertisers that they were "supporting plagiarism" by advertising with the publication. The message threatened to boycott their company and its products unless 2nd Street chose to pull their advertisements. Other emails were more brazen and offensive with lines like "how dare you support Cooks Source."<br /><br />Laura immediately logged on to Facebook to find out more. Seeing the numerous posts on the Cooks Source fan page and researching about the story, she became deeply concerned about the quality of the publication 2nd Street Baking Co. was supporting.<br /><br />"Not only do we disagree with the way Monica's work was used without her permission, I worried that the association with Cooks Source would negatively impact our business," Laura told me in our email correspondence.<br /><br />What does it take for a small home-owned business to fight against the mayhem? Engage your audience on their playing field. Within minutes of learning about the situation, Laura began to post a public statement on Facebook that they were pulling their ads.<br /><blockquote><em><span style="font-size:85%;">"As an advertiser, we are disappointed in Cook's Source as we are pulling our ads from this publication. Many of us (as is the case with our business) paid several months in advance for advertising and are unlikely to get any compensation back. We ask that you please stop emailing our business, we agree that the publication made a grave error, but the blame should be placed with them. Please do not make small businesses like mine pay for their error in judgment. "<br />- Laura Puchalski<br />(2nd Street Baking Co.)</span></em><br /></blockquote><br />Laura then continued to post the statement about every 20 to 30 minutes for the first few hours on the Cooks Source Facebook page, with an additional posting on the bakery's Facebook page as well. She also began posting on Cooks Source's Facebook "Discussions" page where new threads would start-up like "Cooks Source Advertisers List."<br /><br />"As I posted that we had pulled our ads, I would get dozens of responses immediately and the emails would slow down," Laura said. "Then as the statement got pushed further down the page and lost in the sea of other angry posts, the emails would start up again and I would have to post again."<br /><br />In Laura's research, she discovered that Neil Gaiman had posted something about Cooks Source. She then used the bakery's Twitter account to respond to him in hopes that his 1.5 million followers would pass along the message that they had distanced ourselves from the publication.<br /><br />"He did help us out in that respect, and also made a donation to the Food Bank of Western MA, which we very much appreciate," Laura said. "We were getting a huge response from people wanting to send us money to compensate our lost advertising dollars, or requests to order products from us in support of us pulling our ads.<br /><br />Because 2nd Street could not ship most of their products and they did not feel it was morally right on their part to accept money from people, the owner's instead asked for support by donations to the local food bank.<br /><br />Laura received an email response that evening from Griggs, confirming that the bakery's ads would be removed.<br /><br />"I have tremendous respect for the power of the Internet!" Laura said. "It can be an extremely useful tool for promoting your business and communicating with your current and potential customers. Unfortunately it can also ruin you, as evidenced by the situation with Cooks Source."<br /><br />2nd Street Bakery's story is a positive light where others have quickly fallen victim to this kind of chaos. So what public relations strategies can small businesses take away from the experience of 2nd Street Baking Co.?<br /><br />Research your dilemma:<br /><ul><li>Make sure you know ALL the facts</li><li>Appoint a spokesperson who will serve as the point of contact between your business and the media </li><li>Identify key audiences - your local consumers, employees, the media and the Internet</li><li>Develop a communications strategy - including your plan of tactics</li></ul>Take action in a crisis:<br /><ul><li>Act quickly to resolve the dilemma </li><li>Tell the truth</li><li>Don't editorialize</li><li>Be accessible to the press and other publics </li><li>Show compassion </li><li>Update your message as frequently as you can </li></ul>I also asked Laura to weigh in on what she learned from this experience. In her own words:<br /><ul><li>First and foremost, remaining calm is always best. It is never a good idea to communicate from a place of anger, confusion, or fear. Keeping calm allows you to really think about what is happening around you and decide what the best approach to take for your business really is. </li><li>Acting fast to minimize the impact to your business is also helpful, and respecting your customers (and potential customers) and their feelings is important. </li><li>Knowing that the Internet is a powerful force of positive and negative publicity for your business is also important. It is the fastest way to reach the multitudes and get your messages across. In this instance, it is where this was all taking place so it was also the logical place to communicate our position. </li><li>And always be as professional as possible! </li></ul>I also discussed an additional tactic with Christa and Laura that they agreed small businesses should consider.<br /><ul><li>Use your email to your advantage in this situation. Most email providers include an automated reply message that users can program in their absence. For a small business under the gun from a continuous number of emails, utilizing this means of response will save a lot of time and emotion while helping to quickly spread your message. It will also create less of a disruption for your limited resources. </li></ul><p>As a continuing student of the public relations craft, my sincerest respect goes out to Laura and the people of 2nd Street Baking Co. for their inspiring work. It's not often people talk about the crisis communications scenarios that go right but theirs is certainly one worth telling.</p>Andrew M. Scotthttp://www.blogger.com/profile/15730355876958234964noreply@blogger.com1tag:blogger.com,1999:blog-5289418516712967814.post-50923800839571372842010-11-07T20:47:00.033-06:002010-12-02T19:36:14.547-06:00The Curious Case of Cooks Source and Poor Reputation ManagementThe Internet set to flames this past Thursday when New England based Cooks Source Magazine became the center of a copyright infringement and plagiarism controversy with blogger, Monica Gaudio. It's become an epic tale of rightful justice and poor reputation management under crisis.<br /><br />After Gaudio discovered that the magazine had published a piece she had written about apple pie without her permission, <a href="http://illadore.livejournal.com/30674.html">she contacted the publication </a>requesting an apology as well as a $130 (10 cents per word for her 1300 word article) donation to the Columbia School of Journalism.<br /><br />Enter the now infamous editor Judith Griggs and her response to Gaudio:<br /><br /><br /><blockquote><p><span style="font-size:85%;"><em>But honestly Monica, the web is considered "public domain" and you should be happy we just didn't "lift" your whole article and put someone else's name on it! It happens a lot, clearly more than you are aware of, especially on college campuses, and the workplace. If you took offence and are unhappy, I am sorry, but you as a professional should know that the article we used </em></span><span style="font-size:85%;"><em>written by you was in very bad need of editing, and is much better now than was originally. Now it will work well for your portfolio. For that reason, I have a bit of a difficult time with your requests for monetary gain, albeit for such a fine (and very wealthy!) institution. We put some time into rewrites, you should compensate me! I never charge young writers for advice or rewriting poorly written pieces, and have many who write for me... ALWAYS for free!"</em> </span></p></blockquote>Following the Nov. 4 Internet explosion upon the <a href="http://www.facebook.com/pages/Cooks-Source-Magazine/196994196748?ref=ts">Facebook page </a>of Cooks Source Magazine, Griggs allegedly wrote:<br /><br /><blockquote><p><em><span style="font-size:85%;">"Hi Folks!<br />Well, here I am with egg on my face! I did apologise to Monica via email, but aparently it wasnt enough for her. To all of you, thank you for your interest in Cooks Source and Again, to Monica, I am sorry -- my bad!You did find a way to get your "pound of flesh..." we used to have 110 "friends," we now have 1,870... wow!<br />Best to all, Judith"</span></em><em><span style="font-size:85%;"><em><span style="font-size:85%;"></p></span></em></span></em></blockquote>And in what continues to reflect the lame duck communications of Cooks Source Magazine, the publication has released a statement on their website. The 862 word apology mostly focuses on the Magazine's own personal "victimization." Due to its length, I've highlighted two select portions of the statement relevant to this entry. <a href="http://www.cookssource.com/">You can read the full apology here</a>. <em><span style="font-size:85%;"><br /><br /></span></em><em><span style="font-size:85%;"></span></em><em><blockquote><span style="font-size:85%;"><em>"We have cancelled our Facebook page on Thursday, November 4th, 2010 at 6:00PM. It has since been since been hacked by unknown parties and now someone else unknown to us has control of it. Their inclusion of Cooks Source issues and photos is used without our knowledge or consent. Please know that none of the statements made by either Cooks Source or Judith Griggs were made by either our staff or her...</em><br /><em></em><br /></span><span style="font-size:85%;"><em>...Last month an article, “American as Apple Pie -- Isn’t,” was placed in error in Cooks Source, without the approval of the writer, Monica Gaudio. We sincerely wish to apologize to her for this error, it was an oversight of a small, overworked staff."</em> </span></em></blockquote><br />And thus, a simple analysis while highlighting a few very simple lessons to take away from this mishap. The first applies to anyone in the communications field:<br /><br /><strong>Rule #1 (And the Golden Rule I might add): Don't plagiarize and know your copyright laws.</strong> As a business entity, constantly work to ensure high standards of ethical and legal business practices among all employees. Place additional emphasis on teaching proper decision making scenarios to apply their legal knowledge in. Apparently Cooks Source Magazine couldn't seem to grasp the simple logic of copyright law and it cost them.<br /><br />Next, is the issue of social engagement with your publics.<br /><br /><strong>Rule #2: Have a set policy for all employees when handling internal and external communications.</strong> Never assume emails are private. Once the information you publish is "sent," it's out there and anything can happen with that content. I think the <a href="http://abcnews.go.com/GMA/apple-ceo-steve-jobs-liu-student-chelsea-kate/story?id=11686415">Steve Jobs v. Chelsea Kate Isaacs incident</a> gives some additional background into that principle.<br /><br /><strong>Rule #3 (Also making Rule #2 obsolete): Be professional at all times when conducting all communications with your publics.</strong> This is where Griggs truly fails. Rather than acknowledging her mistake and diffusing the situation, she chooses to take a highly demeaning standpoint towards Monica. In her editorializing, Griggs also reveals her huge lack of understanding copyright infringement. The two factors, arrogance and ignorance, would only add fuel to the fire. As a rule of thumb, avoid writing aggressive, defensive responses.<br /><br />Now what do you do when a reputation management crisis hits?<br /><br /><strong>Rule # 4: Silence is not golden. Under crisis, engage your audience and publics. </strong>An important strategy to this rule would be to pre-develop protocol and train key communicators on how to actively and positively combat negative engagement online. Once the Cooks Source blaze took off, nothing "official" would be heard from Cooks Source Magazine for six days. Six days is a long time in the realm of the Internet. Aside from the Facebook status update from Griggs, the magazine would not respond to any media inquiry, including my own on behalf of the Society of Professional Journalists.<br /><br />In a recent <a href="http://mrpublicrelations.blogspot.com/2010/03/perspective-on-changing-landscape.html">article on integrated marketing communications</a>, I highlighted a very dangerous aspect that some "brands without efficient response to this form of dialog within the past year have in turn suffered drastically negative exposure at the hands of consumer social media." The same holds true for Cooks Source Magazine. Not responding only lead to further suspicion across the media and Internet.<br /><br />Timeliness is everything.<br /><br />Much like the <a href="http://technorati.com/business/article/tiger-woods-public-relations-failures/">Tiger Woods affair scandal</a>, Cooks Source Magazine's withdrawal from public communication only lead to further <a href="http://www.edrants.com/the-cooks-source-scandal-how-a-magazine-profits-on-theft/">investigations like that of journalist/blogger Ed Champion</a>, revealing that the publication had repeatedly used copyrighted material from other outlets and personalities such as <a href="http://www.npr.org/templates/story/story.php?storyId=131091599&ps=cprs">NPR</a>, Paula Dean and the Food Network.<br /><br /><strong>Rule # 5: Don't Editorialize. Be short and factual.</strong> I already mentioned this in Rule #2 but it honestly needs it's own rule. If your company or organization finds itself in an a difficult situation, it's best to know when to disengage from editorializing and instead focus on straight-forward statements.<br /><br />Cooks Source not only takes on a role of personal victimization, but it also tries to assume an authoritative stance in the "official" statement. Cooks Source takes to condemning the "disreputable" internet for attacking them while "protecting" the advertisers of Cooks Source, the small businesses and farms in area that rely on Cooks Source and even, Gaudio? <em>(From the Cooks Source Statement: The misuse of Facebook discussed above also applies to Ms. Gaudio: she did what she felt was the right thing, and doesn’t deserve this kind of treatment, either.)</em><br /><br />Unless something is missing here, no mass congregation of the Internet has taken to attacking Gaudio. Of course, taking Cooks Source's above rationale into perspective, the running Facebook meme "But honestly Monica, (insert something ridiculous about Cooks Source)" might be misunderstood as an attack on the blogger rather than the obvious attack on Judith Griggs.<br /><br />Further editorializing while inadvertently trying to draw attention elsewhere, the statement goes on to back-hand Facebook when referencing their corporate number.<br /><br /><blockquote><span style="font-size:85%;"><em>"Interestingly, this phone number and any other contact info is not listed on the Facebook site, and has taken four people a number of days to track down."</em></span></blockquote>(Note: It took <strong>one</strong> me less than <strong>two</strong> minutes to find the same contact numbers via Google search...)<br /><br />Prior to that comment, the publication identifies their Facebook page being "hacked" and "someone else unknown to us has control of it." Aside from the Griggs Facebook quote above (predating the 6 p.m. cancellation on that date), no such hacking has truly taken place. This further indicates that Cooks Source is either ignorant of how the Internet, Facebook and social media works, or they could just be lying.<br /><br />If the magazine had merely published strait forward facts, none of these assumptions would be in question. This brings us to the last rule.<br /><br /><strong>Rule #6: Just tell the truth.</strong> By the time readers finally arrive at the "apology" segment of the statement, Cooks Source disclaims that the article by Monica was "placed in error" due to the "oversight of a small, overworked staff." Not only is this editorializing, it's makes excuses and takes a lack of responsibility. This case is hardly an "oversight" if reflecting the number of additional infringement cases that have surfaced as a result.<br /><br />The Magazine's statement that their Facebook account was "hacked" with the inclusion of Cooks Source issues and photos without their knowledge or consent is also missing a few key points in their logic. A closer look at any one of the aforementioned issues and photos will reveal Facebook publication dates going back months prior to any alleged hacking.<br /><br />The curious case of Cooks Source Magazine is definitely a paradigm shift in a positive direction for copyright protection on the "world wild web" and an encompassing example of what not to do when it comes to crisis communications.Andrew M. Scotthttp://www.blogger.com/profile/15730355876958234964noreply@blogger.com0tag:blogger.com,1999:blog-5289418516712967814.post-48547428849230353202010-09-08T19:27:00.012-05:002012-09-22T17:30:48.959-05:00My Love of BooksLast week I suddenly realized that it has been a while since I have written anything of personal note as an entry. Keeping with my philosophy that public relations is a "personal" way of life, I would like to share one of the great facets into my very "interesting" brain.<br />
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I love books! I always have!<br />
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When I was in the fifth grade, my school participated in the <a href="http://www.renlearn.com/ar/">Accelerated Reader program</a>. Even at that age, reading intrigued me and inspired my imagination. Unfortunately the teachers then really didn't try to gage what each individual student's true reading potential was and decided we all should start at the fifth grade level.<br />
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By sheer fate, I didn't realize this proclamation and instead picked up an 8.5 grade reading level book, "<a href="http://en.wikipedia.org/wiki/The_Voyages_of_Doctor_Dolittle">The Voyages of Dr. Doolittle</a>." My teacher was shocked when she discovered what book I had picked up, but she let me continue as I was already half-way through reading it at the time. She was even more surprised when I scored 95% on the book's exam. She readily adjusted my reading level.<br />
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At the end of sixth-grade I was ranked second in my class under the Accelerated Reader program, behind an old friend of mine, Katie Moss, who is now pursuing a master's in English Lit. Third in the rankings was Zack Ray, a football player in high school who most of my classmates don't realize is an incredibly intelligent guy. Who knows why I remember this statistic, but I do.<br />
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Random Fact: My parents once owned a bookstore in Brookhaven, Miss. called Mullen & Scott Booksellers.<br />
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I have also slowly collected my own personal library over the past few years. It is comprised of leather bound, hard back and autographed editions of classics and other books of my fancy. Most of them I've read. Others, are what I would like to jokingly call a "retirement investment."<br />
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As a living list to be periodically updated, I would like to share what I have collected so far...<br />
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<br />
<div align="center">
<em><span style="font-family: lucida grande;"><strong>The Personal Library of Andrew M. Scott</strong></span></em></div>
<br />
Daniel Defoe: Five Novels<br />
Jules Verne: Seven Novels<br />
H.G. Wells: Seven Novels<br />
Herman Melville: Seven Novels<br />
<strong>The Chronicles of Narnia (complete, one book)</strong><br />
The Looking Glass Wars, Seeing Redd and Arch Enemy<br />
<strong>Charles Dickens: Four Complete Novels</strong><br />
<strong>Wicked and Son of a Witch (one book)</strong><br />
<strong>The Complete Works of Lewis Carroll</strong><br />
<strong>The Complete Tales and Poems of Edgar Allan Poe</strong><br />
<strong>The Complete Works of William Shakespeare</strong><br />
Gone with the Wind<br />
To Kill a Mockingbird (40th Anniversary)<br />
Lord of the Flies (50th Anniversary)<br />
<strong>The Divine Comedy</strong><br />
<strong>Bulfinch's Mythology</strong><br />
<strong>The Iliad and the Odyssey</strong><br />
<strong>Gray's Anatomy</strong><br />
<strong>The Complete Sherlock Holmes</strong><br />
<strong>The Ultimate Hitchhiker's Guide</strong><br />
<strong>The Art of War</strong><br />
The Art of the Kama Sutra<br />
Teo Te Ching The Art of Harmony<br />
Relativity - Einstein<br />
Meditations - Aurelius<br />
<span style="color: red;">The Race Beat ~</span><br />
Schulz and Peanuts (Biography)<br />
The Wine Guide<br />
<span style="color: red;">Thomas Jefferson on Wine - John Hailman ~</span><br />
<strong>Planet of the Apes</strong><br />
<strong>Arabian Knights</strong><br />
<strong>Jack London: Three Novels</strong><br />
<span style="color: red;">Bikeman - Thomas Flynn ~</span><br />
<strong>Mark Twain: Five Novels</strong><br />
<strong>Treasure Island</strong><br />
<strong>Carl Sandburg: Selected Poems</strong><br />
<strong>Uncle Tom's Cabin</strong><br />
<strong>Dr. Zhivago</strong><br />
<strong>Citizen Hearst</strong><br />
<strong>The Lord of the Rings (one book, 50th Anniversary)</strong><br />
<strong>The Hobbit</strong><br />
<strong>Plato: The Republic and other works</strong><br />
The Audacity of Hope<br />
<strong>The Assassination of Abraham Lincoln<br />The Poems of Abraham Lincoln</strong><br />
The Reagan Diaries<br />
<strong>The Last of the Mohicans</strong><br />
<strong>Ben-Hur</strong><br />
The Max Lucado Christmas Collection<br />
Stephen Colbert - I Am America And So Can You<br />
<strong>The Complete Frank Miller Batman</strong><br />
<strong>One Nation - America Remembers September 11, 2001</strong><br />
<span style="color: red;">New York Days - Willie Morris ~</span><br />
<span style="color: red;">Richard Wright: Daemonic Genius - Margaret Walker ~</span><br />
<span style="color: red;">Start Something that Matters – Blake Mycoskie ~</span><br />
<span style="color: red;">Steve Jobs – Walter Isaacson ~</span><br />
Onward – Howard Schultz<br />
<strong>Don Quixote</strong><br />
<strong>The Picture of Dorian Gray</strong><br />
<strong>Oscar Wilde: Short Stories</strong><br />
<strong>Jane Austen: Seven Novels</strong><br />
<strong>Earnest Hemmingway: Four Novels</strong><br />
<strong>Crime and Punishment</strong><br />
<strong>The Scarlet Letter</strong><br />
<strong>The Three Musketeers</strong><br />
<strong>The Count of Monte Cristo</strong><br />
<strong>The Martian Chronicles</strong><br />
<strong>Hans Christian Andersen</strong><br />
<strong>Grimm’s Complete Fairy Tales</strong><br />
<strong>The Giant Book of Poetry</strong><br />
<strong>The Vampire Chronicles</strong><br />
<strong>Anna Karenina</strong><br />
<strong>The Star Wars Trilogy</strong><br />
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<em>Key:</em><br />
<strong>BOLD</strong> (Leather bound) <span style="font-size: 130%;"><span style="color: red;"><strong><span style="color: red;">~</span></strong><span style="font-size: 100%;"> </span></span></span><span style="color: red;">(Signed by Author)</span><br />
<em>Last updated:</em> Sept. 22, 2012<br />
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And I still have a couple of other books that are currently on my mind - Frankenstein, Dracula, H.P. Lovecraft Complete Novels.<br />
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Anyway, thanks for reading and I hope you found this random bit of information interesting in some way as a personal insight into who I am. If anything, "you stay classy!"Andrew M. Scotthttp://www.blogger.com/profile/15730355876958234964noreply@blogger.com0tag:blogger.com,1999:blog-5289418516712967814.post-19884882246016141822010-08-29T15:47:00.020-05:002011-03-23T19:54:07.267-05:00Let's Get Down to BusinessDuring the past two years of my undergraduate education, lecturers and educators collectively told me that the key to starting a public relations career was to "get a minor in business!" It's a warning I heeded very fast and despite the inconvenience of a business minor then, the benefits are starting to make sense now.<br /><br />I have had three PR professionals to tell me how important it is to obtain this background. The first was FedEx's Manager of Social Responsibility, <a href="http://www.umf.olemiss.edu/omwc/rflenorl.asp">Rose Jackson Flenorl</a>, who I invited as a guest speaker at Ole Miss once. The second was PR legend and Burson-Marsteller founder, Harold Burson, who I was lucky enough to meet at a <a href="http://mrpublicrelations.blogspot.com/2009/09/man-myth-legend.html">special speaking engagement</a>. My third person to identify the importance of the business minor was Ellen Hartman, president of the Atlanta office of Weber Shandwick, during a personal resume critique.<br /><br />Some PR majors obtain their degree or emphasis from a journalism, communications, or media school (or department). On the flip-side, other PR majors may obtain their degrees from a business school. From my view of the journalism and business programs offered at my university, the choice of which path to pursue is subjective to the individual.<br /><br />But one fact is for certain - each area of study needs the other. Journalism/PR majors need a minor in business and Business/PR majors need a minor in journalism to better their communications skills.<br /><br />As for myself, I chose the journalism route because of my belief that it included a more personal communications technique to public relations. But that did not deter me from making business my minor. In fact, I went on to take additional classes in the business school to include business law and honors calculus because I'm such a glutton for punishment.<br /><br />Most business minors emphasize classes in the core marketing, management, economics and accounting aspects of business. All off these elements will benefit a PR career.<br /><br />In my first job, I'm already implementing the techniques learned through my marketing principles course and now better understand both the macro and micro economic patterns that influence the economy. And someday, when I find myself in an upper-level position, the management and accounting course work will serve their purpose in leading project teams and preparing budgets.<br /><br /><strong>So do English and history minors have a prayer in PR?</strong><br /><br />Despite the advice of the PR all-stars previously mentioned above, most of my PR counterparts in the journalism school continue to seek minors in English and history. These minors can actually provide hefty support depending on your passion in public relations.<br /><br />History minors can enjoy very exciting careers working for various museums and historical societies. And English minors have a leading edge when applying for publishing companies and copy editing positions with firms.<br /><br />But these are very niche areas of public relations and the pursuit of these must come with a passion for the territory. These minors will otherwise serve little purpose in the corporate world of business entities and PR/Marketing firms.<br /><br /><strong>How about a Political Science minor?</strong><br /><strong></strong><br />A political science minor would serve to benefit those looking to go into the government sector of PR. In fact, the political science minor is second only to the business minor in the hierarchy.<br /><br />This area of expertise can expand from local, regional to national government work. When using the <a href="http://www.vocus.com/content/login.asp">Vocus</a> on-demand marketing software, your communications options fall under PR or GR (government relations) software.<br /><br />So in short; go for the business minor. It may be overbearing at times but the education is worth it. We live in a business centric world and given today's increasing competition for PR jobs, a business minor will help propel you above the competition.Andrew M. Scotthttp://www.blogger.com/profile/15730355876958234964noreply@blogger.com0tag:blogger.com,1999:blog-5289418516712967814.post-83988503426182950102010-07-19T22:36:00.011-05:002010-08-29T15:42:29.941-05:00The Hunt: Interviews & the Secret SauceThrough this short series, we've <a href="http://mrpublicrelations.blogspot.com/2010/06/hunt-back-to-basics.html">"Re-covered the Basics"</a> and looked at <a href="http://mrpublicrelations.blogspot.com/2010/06/hunt-concurring-digital-realm.html">"Concurring the Digital Realm."</a> Now what factor is it that's going to help you land that dream job in public relations?<br /><br />It's a simple principle, even though it seems to be looked over by most entry-level candidates, and it all starts with the interview.<br /><br /><em><strong>Interviews & the Secret Sauce...</strong></em><br /><br />Getting your foot in the door with a firm or organization is a tough first step; however, the interview process will make or break your chances of getting the job you're after.<br /><br /><span style="color:#000066;">Interview Basics Check List:</span><br /><br /><p><em>The Look</em><br /></p><ol><li>Professional Business Attire (first appearances DO matter, be conservative)</li><br /><li>Laptop and briefcase (with tabs already pulled up to display your online portfolio)</li><br /><li>Physical portfolio (just in case you need it)</li><br /><li>Notepad portfolio (with a pen, handout samples of your work, and that business card we talked about)</li></ol><p><em>The Talk</em><br /></p><ol><li>Be open and honest about your skills (and how they will benefit the position you are seeking)</li><br /><li>Be observant and create a personal connection with your interviewer</li><br /><li>Don't be afraid to ask questions about the job and the firm (it shows your interest)</li><br /><li>Keep eye contact (it shows confidence)</li></ol><p>Other than this short check list, it's best to check out other tips you can find online. My personal favorites for PR interviews are <a href="http://www.deg.com/TipsArticles/interview_tips.htm">"5 interview tips to get you the job"</a> by Marisa D'Vari and <a href="http://www.cvtips.com/interview/public-relations-job-interview-tips.html">CVTips PR job interview tips</a>. You should also prepare a list of frequent interview questions to help study by.</p><p><span style="color:#000066;">Can you hear me now?</span></p><p>In the words of the <a href="http://www.cbs.com/primetime/how_i_met_your_mother/">How I Met Your Mother</a> television character, Barney Stinson, "Suit UP!" even if your interview is over the phone. Phone interviews limit a lot of your presentation. Wearing your professional attire affects your inner psyche and helps build a sense of confidence. And that confidence carries in the tone of your voice, which is important in this situation. My interview for my now job at the Society of Professional Journalists was held over the phone while I was wearing a suit.</p><p>Other MAJOR phone interview tips:</p><ol><li>Make sure you are in a comfortable, quite location</li><li>Internet access is a plus</li><li>Phone reception is IMPERATIVE (For me, living in Mississippi at the time with AT&T as a provider was hazardous to the interview process so it was pretty important to find a location with stable service)</li><li>Post your resume in front of you</li></ol><p><span style="color:#000066;">The Super Secret Sauce!!</span></p><p>Passion...</p><p>Yes, PASSION! The greatest weapon you can possess in you professional arsenal is passion! Its influence effects everyone around you. If you're not passionate about the job and firm you are applying for, then there is little reason to apply for the position to begin with. My passion for SPJ's mission and the objectives that the communications coordinator position required is what gave me the true edge during my interview with SPJ's Executive Director Joe Skeel and Director of Communications Scott Leadingham. It set me apart from the other highly qualified candidates and got me the job.</p><p>You don't have to over do it but don't be afraid to express why you want the position you're applying for, why you want to work in that field/industry and what you do to further your knowledge (books, blogs you read). The more informed you are the more impressive you'll look.</p><p>And (if asked) it's OK to share other goals you plan for yourself; personally and professionally. Having aspirations makes you a true asset and influence in helping to build upon a firm or organization's business model.</p><p>So there you have it. These are the factors that helped me in finding my first great public relations job. I hope these tips have helped to give you a new sense of perspective and I wish you all the best in the pursuit of your job.</p><p>Happy "hunting!"</p>Andrew M. Scotthttp://www.blogger.com/profile/15730355876958234964noreply@blogger.com0tag:blogger.com,1999:blog-5289418516712967814.post-15656135670756506682010-07-19T22:30:00.006-05:002010-08-01T18:43:59.141-05:00The Master of PersuasionThis past year, 2009, marked the bicentennial birth of one of America's greatest presidents and in remembrance, I want to take reflection of the works of Abraham Lincoln.<br /><br />President Lincoln was charged with one of the most devastatingly difficult moments in U.S. history- the Civil War. In his hands, he found the strength to bring together a divided nation in its darkest moments. By many historians, Lincoln is considered to be the greatest American president. He will always be mine.<br /><br />To understand the impact of Lincoln's legacy is to examine his views on the subject of public opinion, and to study the techniques he used to influence it.<br /><br />"I am a firm believer in the people. If given the truth, they can be depended upon to meet any national crisis. The great point is to bring them the real facts."- Abraham Lincoln<br /><br />Lincoln understood that public opinion is everything and it drove an ethical center in his presidency. He also knew that to shape that public opinion would take the fine art of persuasion.<br /><br />He recognized that bold new ideas needed time and patience to become accepted as "inevitable." Even with drastic change, Lincoln still gave the people time, announcing the immanent issuance of the Emancipation Proclamation 100 days before hand rather than a bold immediate implementation of the act.<br /><br />He also understood the principle of being forthright with the public. Persuasion, in Lincoln's view, did not include concealment in areas of disagreement. His listeners were entitled to know exactly where he stood, even if they did not agree.<br /><br />Lincoln's eloquent use of language was profound and his rhetoric figures of irony, metaphor and extended metaphor reflected the styling of both the King James Bible and the works of Shakespeare. In your spare time, I highly recommend reading the <a href="ttp://climateprogress.org/2009/02/16/abraham-lincoln-figures-of-speech-shakespeare/">series of articles</a> by ClimateProgress.org's Joe Romm, detailing the precision of Lincoln's work in these styles. It is a wonderful view into the mind of our greatest president.<br /><br />Lincoln's mastery of language, inspiring determination and faith in us all are the same principles any public relations practitioner should live by. Thank you, Mr. President.Andrew M. Scotthttp://www.blogger.com/profile/15730355876958234964noreply@blogger.com0tag:blogger.com,1999:blog-5289418516712967814.post-65272362620166139022010-06-28T20:16:00.010-05:002010-09-21T19:22:13.884-05:00The Hunt: Concurring the Digital RealmLast time we recovered the essentials to finding that first great PR job. This post will give you insight to cracking that ice-cold barrier of online job applications on the internet and the importance to social networking.<br /><br /><span style="font-family:georgia;"><span style="font-family:times new roman;font-size:130%;"><em><strong>Concurring the Digital Realm...</strong></em></span> </span><br /><br /><span style="color:#330099;"><span style="color:#000066;">And we have contact!</span> </span><br /><br />One problem may be that you find yourself lost in the vast void that is online resume applications. In a world where personal connections and references still hold influence, these applications are easily passed over - given they present little insight into how strong your talents really are. Getting past this phase is half the battle. What you want is to create a personal connection between you and the employer.<br /><br />After filling out a firm's online form, take the time to learn the name of the position's branch president (or HR manager) as well as their contact email.<br /><br />Once you do, choose this as your moment to introduce the quality of what you have to offer. Your email should reference both the position you are applying for and the fact that you have filled out the online application. Doing so will let the person know that you can both follow instructions and are willing to stand out of the monotony.<br /><br />Treat your email as if it is a variation of your cover letter. Briefly explain why you want the position and why you are qualified. A bonus to sending an email is that you can include some samples of your work (but not overwhelmingly) that otherwise can't be attached to an online application. Use this time to attach your actual cover letter, resume, references, etc. A bonus to sending an email is that you can provide hyperlinks to some of your online work (i.e. portfolio, twitter, blog).<br /><br />But the greatest opportunity in introducing yourself through email is that it provides you with the chance to show off your creative side. Use what you already know about the firm to your advantage. When applying for an entry level account coordinator position with <a href="http://www.talktocurrent.com/">Current Lifestyle Marketing</a>, I used their <a href="http://www.talktocurrent.com/people.php">quirky biography pages </a>from the firm's website to create my own bio that I put into a word document and attached to my introductory email to the firm's president, Virginia Devlin. I also used the website's phrase, "creative thinker with analytical tendencies" as an opening line before the rest of the body of the email.<br /><br />Within the next day I received both an email from Virginia and a phone call from Current's HR to arrange an interview with the company!<br /><br />For an online job posting with <a href="http://www.newyorkpartners.net/">New York Business Partners</a>, a marketing firm in NYC, their leading headline was "Ninjas Wanted!" My response email included the headline "Ninja at Your Service" and the opening line "Not just a ninja!... But a half robot, space cowboy!" After a day I received an email requesting a preliminary interview.<br /><br /><span style="color:#000066;">Get Social, Networking that is!</span><br /><br />Professionally, the way we present our brand messages is changing to include an <a href="http://mrpublicrelations.blogspot.com/2010/03/perspective-on-changing-landscape.html">IMC technique </a>that involves a demand for consumer engagement. As the new staple, having a common knowledge of social networking sites is paramount.<br /><br />To get socially engaged, look to create your own blog and learn new ways to promote it to friends and colleagues. Get <a href="http://www.linkedin.com/profile?viewProfile=&key=69193676&locale=en_US&trk=tab_pro">LinkedIn</a> and actively tweet on <a href="http://twitter.com/PRMillennial">Twitter</a>. While you are at it, join a social network; preferably one like <a href="http://www.propenmic.org/">PROpenMic</a> that will help you to better develop your PR skills by interacting with industry professionals, professors and other young PR students like you. Whatever you do, make your experiences help to establish YOUR personal brand as something desirable to employers.<br /><br />Many student practitioners at the university I graduated from question the effectiveness of being so involved online. This attitude seems perverse considering this is the most tech savvy generation to-date. Some students only participate in blogs because professor's have required it as part of class projects, and the lack of enthusiasm shows.<br /><br />The question of whether being involved with social networks directly provides job opportunities is only part of the game. Every firm I've applied with has asked me about my experiences with social media and how I've used it to my advantage. So while the rest of your peers are pawning-off a very crucial part of where the PR profession is going, this is your chance to impress your future employers that what you have to offer are fresh, involved perspectives that will benefit you and the firm.<br /><strong><span style="font-size:130%;">~</span></strong><br /><br />We've taken care of the online hurtle in the hunt for your great PR job. In my last blog entry, we'll look at "<a href="http://mrpublicrelations.blogspot.com/2010/07/hunt-interviews-secret-sauce.html">Interviews and the Secret Sauce</a>." You'll be surprised at what it really takes.Andrew M. Scotthttp://www.blogger.com/profile/15730355876958234964noreply@blogger.com0tag:blogger.com,1999:blog-5289418516712967814.post-81395396474105197372010-06-21T11:56:00.012-05:002010-09-21T19:18:29.355-05:00The Hunt: Back to BasicsToday's job market is a scary place. Entry level positions for graduates are scarce and tough to fight for. For me, I have been through three phone interviews, three face-to-face interviews, and countless job post emails and application forms. When facing so much, one has to wonder, "What can I do to give me an edge?" So here are the first in a series of creative tips that have helped me in breaking barriers to get my first big PR job!<br /><br /><span style="font-family:times new roman;font-size:130%;"><em><strong>Back to Basics...</strong></em></span><br /><br /><span style="color:#000066;">Is your resume the right resume?</span><br /><br />So you are on your way, diploma in hand and your resume is ready to print, email, fax, etc. As a public relations student; the business, communications or journalism school may have told you that one specific resume type is the preferred format. In reality, every firm or corporation is different. In public relations, the two formats that will best serve you are the objective and summary style resumes. Both will serve very different purposes in presenting your job qualifications.<br /><br />This was a lesson I learned while doing a critique interview with Ellen Hartman, president of the Atlanta office of Weber Shandwick. Having more than one style of resume ready will show that you think ahead and are prepared for any situation.<br /><br /><span style="color:#000066;">The 21st Century Portfolio</span><br /><br />Now let's take a look at your portfolio. That hard, leather binder with all of your written materials is great insurance during your face-to-face interview, but to really show off your up-to-date creative skills, you are going to need a digital portfolio website.<br /><br /><em>"Don't Panic!" </em><span style="font-size:85%;"><em>-the Hitchhikers Guide to the Galaxy</em><br /></span><br />This may seem a daunting idea at first but believe me, the key to creating a great online portfolio is time, patience and the use of what resources are comfortable for you. My <a href="http://www.andrewscottportfolio.blogspot.com/">online portfolio</a> took an average of three very intensive months to create. I also used creative thinking to rearrange the elements of the Blogspot blog system to design it into an appropriate format.<br /><br />And don't be afraid to look to other online portfolios for inspiration in creating your own design. Auburn University professor Robert French regularly posts recent online portfolios from his upper class public relations program at <a href="http://blog.prprospects.com/">PR Prospects</a>. In the early stages of designing my portfolio, I used a lot of concepts from his site.<br /><br />NEVER hire someone else to "create" your portfolio for you (or any of your other written material for that matter) much less try to pass it off as your own. It is laziness on the part of the individual and when in comes time for you to replicate something similar, this lack of skill will come back to haunt you.<br /><br />As an up and coming public relations professional, these online design skills are assets you need to acquire for yourself. In doing so, you're sure to stand out above the competition.<br /><br /><span style="color:#000066;">Internships, Internships, Internships!... Did I mention Internships</span><br /><br />One of the most important aspects to your education, before hitting the road professional, doesn't come in the class room. Internships are a key element in what firms look for. Start finding internships early. Almost every employer will ask if your job was a PAID internship. This fact alone is critical in employer's decision making.<br /><br /><span style="color:#000066;">Those other basics you forgot about</span><span style="color:#000066;"><br /></span><span style="color:#000066;"></span><br />I would bet you've never considered creating your own business cards! Business cards are not part of the basic curriculum in school and most entry level job seekers I've talked with don't think about them. A business card is another great tool you can use to show employers that you are ready for the big leagues.<br /><br />Not only can you use the card to provide your basic contact information (cell, email), but it also serves as one more opportunity to mention that online portfolio of yours. Additionally, networking is an important part of finding a job. You are not always going to have your stack of resumes and cover letters with you. Business cards can be kept in your wallet or purse, ready to pull out when needed.<br /><br /><span style="color:#000066;">Thank ya very much!</span><br /><br />Just because today's business atmosphere is "Go, Go, Go!" does not mean you should skip out on the Thank You note. Considering we live in both a personal and digital world (PR), you should take the time to write both a physical thank you letter as well as a shorter email version. The thank you note helps to send a stronger message that you cared about the interview and how you position your personal qualities as a professional. Considering most candidates today do not take the time to utilize this opportunity, treat it as a golden moment.<br /><br />And as with any basic "how to," remember to make a personal connection with the employer in your letter, citing something you may have discussed or learned during the interview that you valued.<br /><strong><span style="font-size:130%;">~</span></strong><br /><br />We've taken care of the basic elements you'll need to survive the hunt for your great PR job. In my next blog entry, it's time to take on "<a href="http://mrpublicrelations.blogspot.com/2010/06/hunt-concurring-digital-realm.html">Concurring the Digital Realm</a>."Andrew M. Scotthttp://www.blogger.com/profile/15730355876958234964noreply@blogger.com0tag:blogger.com,1999:blog-5289418516712967814.post-54262628746400943362010-06-04T14:41:00.007-05:002010-06-28T01:09:29.843-05:00Return of the Dark Horse<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiUcKU2TdA4e5Yxup3_DrSGUn16sr4zrsZyTf2kxUcY6RNVTbEjRHIzS-xC2cuw_F-pq4zwGlqwqsgEZGI0-FGrf4WQhLyEzFkSlGr8ta97F1MRppB7ZU2a9QnSPqBY5l5UTnlw_mHHcnWQ/s1600/SPJ+Dan+Rather.jpg"><img id="BLOGGER_PHOTO_ID_5479362320887734434" style="WIDTH: 400px; CURSOR: hand; HEIGHT: 287px" alt="" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiUcKU2TdA4e5Yxup3_DrSGUn16sr4zrsZyTf2kxUcY6RNVTbEjRHIzS-xC2cuw_F-pq4zwGlqwqsgEZGI0-FGrf4WQhLyEzFkSlGr8ta97F1MRppB7ZU2a9QnSPqBY5l5UTnlw_mHHcnWQ/s400/SPJ+Dan+Rather.jpg" border="0" /></a><br /><div>After a heavily loaded semester of completing my requirements for a minor in business administration, coupled with graduation and "the hunt" for my first career propelling job; I finally find myself with the time to once more share my learnings in becoming the next great public relations practitioner. Especially now that I have accepted my first job!....<br /><br /><div>The past few months have been stressful yet exciting. In April I once again found myself in the "Big Apple" of New York City for one more National Invitational Tournament with the Ole Miss basketball band in Madison Square Garden. </div><br /><div>The following week I received a collegiate PRism Award from the Public Relations Association of Mississippi for the public service campaign I developed for the Oxford-Lafayette County Chamber of Commerce and Economic Development Foundation last semester. Along with a PRism, I was also awarded the Best of Show award which is only given to one professional and one collegiate practitioner each year.</div><br /><div>Aside from this, I took time to moderate an innovators research program on developing environmental solutions around Oxford. I even taught a seminar on headline and caption writing during the Mississippi Scholastic Press Association annual spring conference.</div><br /><div>In the second week of April, I went on to participate in an SPJ sponsored program honoring the University of Mississippi as a historic site in journalism. Recognizing the efforts of journalists during the campus' 1962 James Meredith race riots, the event featured words from University Chancellor, Dan Jones, MacArther Genius Grant recipient, Jerry Mitchell, and CBS broadcast legend, Dan Rather; all of whom I was honored to sit beside on stage in the Overby Center. The incredible privilege of participating in this program forever remains with my advisor, Dr. Wickham, who tirelessly worked to make this designation and event possible.</div><br /><div>After barely surviving a brutal back-to-back final exam schedule (pushing 26 hours without sleep), I graduated that same Saturday with a bachelor's degree. Two weeks later, I found myself on a three day trip to New York, where I held my first two face-to-face interviews, one of which I received a job offer from. The following weekend was spent with my family in San Destin, followed by an interview in Memphis and a phone interview.</div><br /><div>That phone interview was for the Society of Professional Journalists yearlong post-graduate internship for media, marketing, and public relations efforts. During the interview, I was informed that I was one of three finalists for the position I had applied for one month ago. Two days after speaking with Executive Director, Joe Skeel, I received another phone call, offering me the internship. I gladly accepted!</div><br /><div>In the phone call, Mr. Skeel referred to me as "the Dark Horse." This title referenced the upper hand the other two candidates held over me prior to the interviews. But when the dust settled, two very important factors gave me the edge I needed to receive the position.</div><br /><div>So what gave me the curve? Find out in my next blog post "The Hunt," where I'll share some great tips that helped me land my first PR job!</div></div>Andrew M. Scotthttp://www.blogger.com/profile/15730355876958234964noreply@blogger.com0