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.


Let us know what you think about this episode. Click that orange button on the right and send a voicemail.

006 – Why can’t PR researchers communicate with practitioners?

Researchers are studying public relations and presenting their findings at academic conferences and in the top academic journals.  PR practitioners are members of professional associations (PRSA, IABC, NAGC, and so forth), are attending professional conferences, and reading professional publications.

So why do we still have such a disconnect between scholars and practitioners?

In this episode, Professor Dustin Supa of Boston University‘s College of Communication explores the gulf between communication researchers and practitioners.  He explains how scholars can translate and present their findings in ways that are accessible to practitioners.  He also discusses the importance of using statistics in research (hint: providing journalists and bloggers with information they can use helps get media placements, which highlights the scholar’s work).


What do think about this issue?

How serious is the gap between researchers and practitioners?

How would you bridge this gap?

Click the orange tab on the right and send a voice mail.

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002: Col Mike Lawhorn on the Power of Asking “Why?”

To benefit from every episode, please subscribe on iTunes, Google Play Music, Stitcher, TuneIn, Player FM, or Acast.

Col. Mike Lawhorn on the power of Why

 

In this episode, we discuss the power of Why? plus:

  • How changing the words you use can have powerful results
  • Three key questions to guide your work
  • The importance of reading professionally
  • The importance of being a team player

Col. Lawhorn’s Key Points:

  • Help your boss articulate the outcomes he or she is looking for.
  • Before starting a project, always ask these three questions:
    1. What problem are we trying to solve?
    2. Why is this a problem we need to solve?
    3. What do you think it will look like when we solve this problem?
  • Think about how communication can help achieve organizational objectives; don’t just focus on separate communication objectives.
  • Substitute the word ‘and’ instead of ‘but’ when disagreeing with somebody to help find a solution.

Resources:

Malcolm Gladwell “Blink

Malcolm Gladwell “The Tipping Point: How Little Things Can Make A Big Difference
Continue reading “002: Col Mike Lawhorn on the Power of Asking “Why?””

000: Creating the ‘Better PR Now’ podcast

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To benefit from every episode, please subscribe on iTunes, Google Play Music, Stitcher, TuneIn, Player FM, or Acast.

In this episode, we discuss:

  • How to add to the tools in your communications toolkit
  • The importance of a strategic mindset
  • The real power of public relations
  • How you can avoid becoming a PR short order cook
  • How you can benefit from the ‘Better PR Now’ podcast series

Quotes:

“I want to help PR professionals have the tools to help organizations make informed, smart decisions and bring their public relations expertise into that decision-making process.”

“Public relations, when practiced strategically and ethically, has huge potential to make a very positive impact on every type of organization and its publics.”

“If you have a strategically minded PR professional at the table when decisions are being made, they can help an organization avoid creating a crisis or … friction with their publics.”

“Public relations, when practiced appropriately, is a strategic function of the organization.”

“PR has the power to be a sensory system, to help the organization detect when its environment is changing, and how it can best adapt to those changes so it can thrive.”

“An organization should rely on its PR function to provide strategic intelligence about how it’s existing in its environment, how decisions on the part of the organization are going to affect its key stakeholders, and how they’re likely to react.”

“PR is not about just broadcasting; it’s about identifying, creating, and nurturing really important relationships that are absolutely critical for the organization to be able to survive and thrive.”

“Public relations can help once you are in a crisis, but the real value is it can help avoid creating a crisis.”

“Take care of your people, because they’re the ones who get the job done and you cannot do it without them.”

“Focus on your craft at a tactical level, but also … develop the mind of a strategist, so you think about issues strategically and are able to provide long-term visionary counsel.”

“Keep an eye out for new opportunities, but also be able to focus your energy on the things that are most important to your practice and your organization.”

“Public relations can help once you are in a crisis, but the real value is it can help avoid creating a crisis.”

Transcript:

Hello, and welcome to the ‘Better PR Now’ podcast, Episode Zero. You might be wondering what is an episode zero; well, in a nutshell it’s a short introduction. And it is one in which we explore what this podcast is about, why I’m doing it, and most importantly what you can gain from coming on this journey with me.

In most episodes I’ll interview leading experts as they share their knowledge and insights that can help each of us become a more effective communicator. This episode is different however, as Dr. Gwen Schiada (founder of CareerPuppy.com) interviews me about creating this podcast. So why should you listen? Well, in the next 27 minutes we’ll discuss how to put more tools in your toolkit, the importance of having a strategic mindset, the awesome power of public relations, how to avoid becoming a PR short-order cook (I’ll explain what I mean by that), and how you can benefit from this podcast series. There’s a lot of great information here and I really look forward to going on this journey with you, so let’s jump in! Continue reading “000: Creating the ‘Better PR Now’ podcast”

“Creating a PR Podcast”

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Creating a Strategic Public Relations Podcast

"Communicate openly, honestly, and frequently." - Deborah Lee James Secretary of the Air Force (U.S. Air Force photo by Tech. Sgt. Tyrona Lawson/Released)
“Communicate openly, honestly, and frequently.”
– Deborah Lee James
Secretary of the Air Force
(U.S. Air Force photo by Tech. Sgt. Tyrona Lawson/Released)

Why blog about a podcast?

In this blog, I’ll document the process for creating the “Better PR Now” podcast, website, social media presences, and supporting collateral materials. I’m doing this in a public blog for two reasons: First, by publicly posting progress (or lack thereof), I will create some social pressure to keep me moving forward. Second, by documenting this process, I hope to provide useful insight for others who might learn from my mistakes and, hopefully, use what worked to jump-start their own podcast production.

Before focusing on the mechanics of creating the podcast, let’s take a quick look at the topic: Better PR Now. What does this mean?
Continue reading ““Creating a PR Podcast””