011 – Why PR and Marketing might become synonymous – Doreen Clark of SmartBug Media

Episode 011 - Doreen Clark

Doreen Clark, Director of Public Relations at SmartBug Media, shares some of her secrets to generating great press coverage, coaching executives to communicate more effectively, and the intertwining of PR and Marketing.

Media relations:

According to Doreen, public relations is a powerful tool and that we should, “Communicate in a way that is not just beneficial for us, but also for the people we’re reaching out to.” This forms a trifecta of solid media relations that comes together when we understand and communicate:

  • What our audience needs to learn,
  • The information reporters need to know to cover the story, and
  • What we want to deliver for our company or client.

She notes that, for media relations professionals, it’s easy to deliver the facts that journalists need. But journalists also need us to offer an opinion, because that helps them craft stories with perspective and emotion.

Media training:

Doreen has trained a lot of senior executives to be better spokespeople for their organizations. When she provides media training for senior executives, some of the key lessons include:

Coaching leaders on speaking to the common person, by using language they can understand. Executives are used to speaking with other experts in their industry; they frequently use jargon and technical language that the man on the street might not understand. Shifting their focus to be able to communicate with those who are not experts in their industry takes work, but helps them be much better communicators.

Helping executives learn to speak in soundbites during interviews. Long-winded, detailed explanations allow the speaker to be precise, but they run the risk of losing control of the messages that will come through in the final news report. Making the information digestible by giving clear, but concise quotes, helps ensure their most important messages are included in the story.

Everyone is a spokesperson:

In an age of social media and 24-hour news cycles, everyone connected to an organization essentially is a spokesperson. Having a strategic plan, in which everybody knows their role and what they are expected to do, is key to success in public relations. Doreen also recommends that we identify the subject matter experts in our organization, train them to be effective spokespeople, and that will lead to more opportunities to engage the media. It’s important for communication in an organization to be “by all, for all” and not just downward from managers.

Working with freelance writers:

When asked what she is most excited about, Doreen said that working with freelance writers has become a secret weapon. Her force-multiplier tip is to build relationships with freelance writers. It’s common for them to write for many different media outlets, both online and off. These relationships can help us get more coverage, if they are willing to share the work they do for us with their contacts in these outlets.

Merging PR and marketing:

Looking into the future, Doreen expects that “Public relations and marketing will become even more intertwined and might become synonymous.” She sees a blurring of the lines already, with paid advertising taking the form of earned editorial coverage. She sees a future in which PR will have more pay-to-play coverage, as advertising does now. While such changes could present signification challenges for those currently working in both PR and marketing, it could have certain beneficial effects, as it will drive improvements on both sides. For example, she notes that, “PR measurement tools are getting better and will eventually be on par with marketing measurement.” “

Doreen also sees a future in which podcasts and videos that are engaging, but brief, will become more important. After all, journalists need things to write about and to share as examples within their articles.

Lesson learned:

When asked what she knows now that would have been good to know when starting her career, Doreen said, “You don’t have to be everything to everyone; hone your craft; it’s okay to specialize.”

Quotable quotes:

“If you really pay attention, you can become an expert in anything.”

“Relationships are everything.”

“Stay up to date on your craft; you have to always be a learner.”

“PR is necessary, 100%.”

“PR is about elevating reputation and building credibility.”

“When you decide to do PR, make sure you’re starting from a strategic perspective.”


Contact Doreen:

If you are the Founder, CEO, or Marketing Director of a company that is looking to add public relations to enhance your 2018 goals, contact Doreen at dclark@smartbugmedia.com or connect with her on LinkedIn at www.linkedin.com/in/doreenclark

About Doreen:

Doreen Clark is the Director of Public Relations at SmartBug Media.  She has worked in PR and communications for more than a decade, on both the agency and the corporate side, and across multiple industries.

Doreen has created strategic plans to increase visibility, build credibility, and promote thought leadership through targeted media relations.  She also is  a member of the Forbes communications council, and a contributing writer for Huffington Post.

About SmartBug Media:

SmartBug is a leading intelligent inbound marketing agency that assists businesses in generating leads; increasing awareness; and building brand loyalty through inbound marketing, digital strategy, design, marketing automation and Public Relations.

SmartBug is a certified “Great Place to Work,” an Inc. 5000 company, and is the winner of 36 MarCom awards in 2017 alone.


Some of the resources Doreen uses:

Cision‘s database of media contacts.

CoverageBook saves time in compiling media reporting.

HubSpot to identify which articles have created the most traction based on links within the article.


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009 – Harnessing Leadership, Ethics, Intuition, and Courage

009 - Harnessing Leadership, Ethics, Intuition and Courage

Deb Radman discusses the power of harnessing the four horsemen of public relations: Leadership, Ethics, Intuition, and Courage. She explains why she would advise her younger self to shut up and listen, so she could really understand what’s being said. She contends that there is great power in taking time to think about something before you formulate an answer. We should then leverage the power of persuasion to engage, motivate, and activate.

Note:  This is a continuation of a conversation with Deb Radman from Episode 008.

Because of changes in the media landscape, PR now has “the opportunity to be the primary source of ideas for our companies and our clients as they seek new ways to communicate.” To do this, we have to venture way outside the box we’ve been in for so long, and have the guts and courage to do that.

Deb is in favor of integration across the communication spectrum. She argues that public relations professionals have “to be strong enough to go to clients with recommendations that transcend specific disciplines; we cannot be afraid to recommend integrated campaigns that include advertising, digital, promotion, direct response, and public relations.” According to Deb, all of these disciplines are part of PR, because they are all part of trying to persuade an audience to do what you want them to do. In her words, “Paid, earned, shared, and owned media all have to work together.” If paid, earned, and owned are not consistent, they will not help people share our message, because it will be fragmented. With this in mind, she argues that social media now is the province of public relations, because it is part of what PR practitioners do in the earned media arena.

According to Deb, mentoring adds tremendous value by helping our people develop creativity and that “it’s no longer sufficient to be able to write; we must also be creative problem solvers.” She describes the PRSA’s College of Fellows work with educators to create momentum for mentoring. She also urges junior PR practitioners to “Find teachers and mentors who will teach you what they know and what other people know.” While public relations people might be well-trained in communication techniques, they need to be even more capable of understanding what motivates people to engage. Deb stresses the importance of lifelong learning and the value in being exposed to marketers, innovators, researchers, and creatives in the advertising world and beyond.

High points in her career have included winning the USO contract, when she won her first Silver Anvil award, presenting the James C. Bowling Executive-In-Residence Lecture at the University of Kentucky, and serving as project lead for the IBM centennial celebration, which included IBM’s Watson competing on Jeopardy.

Listen to Part 1 of the conversation


Quotes:

“Paid, earned, shared, and owned media all have to work together.”

“Shut up and learn to listen.”

“Great teachers in public relations make leadership, ethics, intuition, and courage your learning target; if you can embrace that, you’ll go far.”

“Appealing to the heart is the most powerful motivator to get people to communicate on your behalf.”

“Communication is part of everything we do and who we are.”

“I wish we could have more breadth and experience in different disciplines in the PR programs, such as at the University of Kentucky.”

“Think about learning as a project for your whole life.”


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008 – You really need a reputation for integrity – Deb Radman part 1

008 Deb Radman part 1

PR veteran Deb Radman explains why you really need a reputation for integrity, the value of non-traditional hires in public relations, the power of intuition, and the necessity of courage. She explains how PR nightmares come from bad decisions. She presented the James C. Bowling Executive-In-Residence Lecture Series in the University of Kentucky’s Department of Integrated Strategic Communication.

Note:  This is Part two of a two-part series with Deb Radman; Part two is here.

Deb explains how the PRSA College of Fellows is promoting professional mentoring by Maria Russell (at Syracuse University‘s S.I. Newhouse School of Public Communications), Judy VanSlyke Turk (Professor Emerita from Virginia Commonwealth University), Elizabeth Toth (at the University of Maryland‘s Department of Communication), and other Fellows, because that is what will help non-traditional public relations professionals earn a seat at the table.

She also draws on lessons from Harold Burson, Richard Edelman, Betsy Plank, CKPR, and the USO.

Listen to Part 2 of the conversation


Key quotes:

From Deb Radman:

“If you want to get to the table, you have to learn to be a leader.”

“Shut up and learn to listen.”

“Engage, motivate, and activate.”

“PR can never be a panacea for bad behavior.”

“If you want to get to the table, you have to learn to be a leader.”

“Establish a reputation for integrity.”

From Richard Edelman:  “You have to aspire higher.”


How have you had to exercise courage in your practice?

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