It may be 98 degrees outside, but winter is coming.

As I mentioned in my previous post, I have a passion for period TV, and I really love “Game of Thrones.” In case you’re among the uninitiated, the series chronicles seven noble families fighting for control of Westeros, a mythical land that — among several fascinating traits — features seasons and climates of varying and completely unpredictable lengths and severities.

“Winter is coming” is the foreboding promise and motto of House Stark. The meaning behind the words is one of warning and constant vigilance. In a land where seasons are of an indeterminate length, this mantra reinforces that winter remains on the horizon even if we just wrapped what is the hottest July on record, and it very well could be a blazing-hot, ozone action day in your neck of the woods.

Uncertainty is certain: we know that we can’t definitively predict what our next business and communications “season” will be like — or even how long the one we’re in will last. Variables like the presidential election, European and Chinese economic instabilities, groundbreaking R&D and emerging cultural phenomena can shift communications and business climates overnight. But as communications professionals, we shouldn’t feel powerless in the face of unpredictability, because knowing that change is inevitable can actually center us — just as House Stark’s mantra keeps them focused and prepared.

I’m not the type to bask in the sun and deal with winter once it arrives; in fact, I’ve found that the sun’s warmth is all the more enjoyable knowing there’s a plan in place for my firm’s and our clients’ winters. I’ve found that the following steps have helped us prepare even our fastest-moving clients for the inevitable change in seasons, whenever that may occur: 

Continue reading " “Game of Thrones” and Conquering Communications Uncertainties "

As someone who travels all the time, I watch a lot of TV. As CEO of a technology public relations firm, I love all that is “fast” and “new,” but somehow I gravitate toward series that take me back in time. One of the things I love most about retro shows is when I realize that the language, clothes and culture may change, but so many things stay the same.

For example, awesome ideas are timeless. I’m a rabid “Mad Men” fan, and Peggy Olson is the kind of risk taker we love at Airfoil. In her shellacked 1960s bouffant, twin sets and cone bras, she’s come up with campaign concepts I only wish I could have thought of myself — today.

But after reading an article about what life was really like for 1960s-era “Mad Women”, I understand the show doesn’t necessarily reflect the significant number of women who were actually moving-and-shaking on Madison Avenue in the early 1960s. Without the incredible social networking resources women in business have access to today — not to mention a decidedly greater social emphasis on gender equity — this is a real testament to the brains and guts behind these mavericks. I wonder if Peggy would have stayed at Sterling for so long had she been able to put out feelers for opportunities via LinkedIn, demonstrated her industry expertise through Twitter or broadcast her creative ideas and process on a blog.

Even with the assistance of social media, Peggy’s skills would earn her those opportunities (just more rapidly). Her ad concepts work because they speak the truth, plainly but powerfully. She would have no way of knowing, but a Peggy classic — the straightforward “Take it. Break it. Share it. Love it.” for Popsicle — is the essence of a great social media discipline:

• Take your message.
• Break it down into digestible chunks.
• Share it with people who care.
• And love it.

Continue reading " The Sweet Popsicle-Social Media Connection "

Strategic communications online and on-demand training courses are included in PRSA membership.

Hardly a week goes by without shocking reminders of how important it is for companies to align internal and external audiences with brand, values and organizational strategies.

Think Susan G. Komen Foundation, U.S. troops mistakenly burning the Quran, Penn State, Bank of America fees, Herman Cain, your local (you name it).

Studies indicate that internally only one in five employees understands how their work contributes to an organization’s overall strategic direction. This lack of clarity is exacerbated by a daily bombardment of information, which interrupts focus and impedes innovation. Companies that fail to connect strategy with employees, customers, investors and the public — foreign and domestic — stifle growth and risk backlash or irrelevance.

As brand ambassadors, everyone involved with an organization must fully believe their actions are relevant to the mission.

This includes investors, boards of directors and employees, and extends to customers and vendors, allies and fans. In order to achieve buy-in to the mission, to energize and motivate, organizations must communicate openly and honestly about their strategy.

The five most effective ways to do this are through:

• Storytelling,
• Using vivid pictures,
• Engaging in discussion,
• Applying strategy in communication and by
• Walking the talk.

Continue reading " Five Ways to Make Your Company’s Strategic Communications More Effective "

As is customary at the start of a new year, many communications professionals are seeking ways to stay current with the latest trends for the upcoming year and yearning for professional development opportunities to further their skill set. I am no exception. But the task can be a bit daunting, stressful and, let’s be honest, usually comes with a price tag.

So for 2012, in addition to the plethora of professional development that cost moola (and are well worth it), like luncheons, workshops, conferences, etc., I’m excited about public relations training that is now FREE.

PRSA members now have access to more than 50 free live and on-demand online training webinars ($200 value each). No need to rush to a workshop. No need to request additional professional development funding in my budget. No need to pick one topic over another.

Continue reading " Perk for 2012: Access to Free Online Public Relations Training for PRSA Members "

With thoughts (and client budgets) turning to the New Year, PRSA continues our tradition of an annual PR industry forecast. This year, we feature contributions from 12 creative thinkers in public relations. We asked for insight into trends they believe will fundamentally change the PR industry in 2012.

Below is a compilation of their thoughts. Starting Jan. 3, 2012, and running for 12 consecutive business days, PRSAY will publish each trend as a full blog post.

We hope you find value in reading these predictions. Please add your own in the comments below or by using the hashtag #PRin2012. We’ll capture the best contributions and publish those in a special baker’s dozen post in late-January.

Related: Read the top-11 PR trends for 2011 in this Dec. 22, 2010, PRSay blog post..

Continue reading " 12 Trends to Watch: 2012 Public Relations Forecast #PRin2012 "