Insights for Leaders Navigating
Visibility, Credibility, and Growth.
From media strategy to reputation management, we explore the trends shaping public perception and share the approaches that drive measurable results for growing brands.
It’s Super Bowl season and that means it’s time to dust off the playbooks and review those stat sheets. With the New Year underway, companies and teams alike are assessing their results from the previous year– what worked? What didn’t? Where did we strive, where can we grow? Are just a few of the questions going through executives’ minds while planning for the months to come in 2016.
Unfortunately sometimes these answers are not so clearly defined, maybe there was a business strategy that worked in one way but caused some pain in the process. PR professionals face this dilemma with the need to stay up to date with the trends of a company’s industry before the flame simmers, build new relationships with journalists beyond the existing lists, all while executing a strategy that will spread awareness of a company and present a fresh angle. Luckily for all marketing executives out there, John Zagula and Richard Tong, former leaders of Microsoft Windows and Office marketing have uncovered a way to choose both — a strategy called ‘Best-of-Both’ that allows companies to run up the middle between opposing alternatives and deliver a solution that will gives them the best field position in a converging market.
Knowing when to run up the middle and create a new business category can be tough, the opportunity needs to be present and serious research and evaluation of your options needs to take place to determine if the conditions to run this play are likely to achieve success. Creating a new category allows a brand to achieve a leadership position and pioneer a new industry. Communiqué worked with VoloMetrix (acquired by Microsoft) to research analytics trends to help them dominate the people analytics category. Also Communiqué worked with Mobidia to support the emerging category of app analytics. The playing field for these companies was made possible through attentiveness to news, playing off existing consumer trends and applying them to the enterprise – specifically, the concept of the quantified-self applied to businesses around the globe.
In The Marketing Playbook, Zagula and Tong share five “battle-tested” plays with the potential to capture and keep the leading position in any market. Below is list of how to implement the grand-daddy of them all, number five: The Best-of-Both Play.
- Identify a key trend that promises to shake up your category. The trend you select must be familiar among your target audiences. The trend needs to be strong and difficult for people to discount. And above all, you must be committed and convinced that you can execute the Best-of-Both.
- Target the current most annoying trade-offs and drive them to the extremes. Since you are focusing on two categories already available, you must perform a situation analysis that will expose the current dissatisfaction customers feel from having to choose between these two opposite options. Your findings will present the audience and need your new category will satisfy.
- Capture the best of each end while discarding the worst. After you have identified the trend and an argument strong enough to overcome the current gap, you must label your differentiator. Do not try and create a new category until you have outlined this irrefutable differentiator.
- Once you have a real Best-of-Both offering, trumpet it to high heaven. Since you are aiming for the Super Bowl trophy, you’ll need to present an offering that was thought to be an impossible match before your announcement. After you have accomplished the impossible, share it. Educate the customers you discovered were feeling the pain from your situation analysis.
- Target one end first and then drive right up the middle. Do not wait to go after your target audience. Once you have announced this new third category, competitors will try to place themselves next to you. You are the pioneer, establish your position and defend it passionately.
With that being said, the Best-of-Both play is an ambitious strategy with many risks. Your approach and activities following category creation must clearly outline the differentiators that you can claim beyond your competitors. Since you are borrowing from two already existing categories, originality is a must. In order to hold credibility as the pioneer in this space, you will need to follow your “run up the middle” with effective marketing. Integrating public relations and social media are just two of the ways to raise awareness and communicate the associated messages for the category and your brand.
Every once in a while, I run into a senior executive or manager who has a bias about public relations and marketing professionals. Because PR or marcom professionals may lack specific in-depth industry or technical expertise, this person believes, PR professionals cannot possibly be as knowledgeable and therefore will not be as effective in telling the company’s story.
“Bias is an inclination or outlook to present or hold a partial perspective, often accompanied by a refusal to consider the possible merits of alternative points of view.” – Wikipedia
This bias often exists for a reason. While the PR pro is likely adept or expert at messaging, understanding the media landscape, and working with journalists, analysts or other key constituents, he or she is not likely to possess the same industry or technical expertise as other managers. Clearly, a PR professional is going to have very different expertise than a CEO or engineer.
The key is to remember that this difference is an asset, not a liability. Wouldn’t it be unfair to hold a bias against all engineers, simply because they don’t have classic marketing experience?
As Steven Johnson points out in his national best seller, “How We Got to Now,” there is often a benefit to working at the margin of a field, or “at the intersection point between very different disciplines.” He explains that many of the innovations that shaped our modern world were conceived by people who “borrowed metaphors” from other disciplines. Take, for example, Edourad-Leon Scott de Marinville, one of the first people to conceive of the idea of recording sound. He borrowed the idea of “writing sound waves” after drawing on the ideas he gleaned from the fields of “stenography and printing and anatomical studies of the human ear.”
Experienced PR professionals, writers, and content creators frequently have worked (or work at) the fringe of many industries or functional areas such as engineering, human resources, and finance. Remember, these professionals often help with earnings announcements, staff reductions, announcements of executive appointments, or have to explain new engineering feats, and many of us do this work for companies in an array of industries.
This broad experience gives PR professionals a significant advantage that executives and managers can and should harness. PR professionals can take a campaign idea that worked in one area and apply it in another area. For instance, a well-crafted survey of consumer perceptions of the connected car may be newsworthy and help position a software vendor as a thought leader. Similarly, a maker of point-of-sale terminals could talk with retailers about their needs and publicize the results, thereby positioning themselves as a thought leader.
PR professionals, therefore, can see the “aesthetic possibilities” to which other executives or managers may be blind.
Johnson reminds us “that working within an established field is both empowering and restricting at the same time. Stay within the boundaries of your discipline, and you will have an easier time making incremental improvements, opening the doors of the adjacent possible that are directly available to you given the specifics of the historical moment.”
Executives and managers sometimes can see the incremental steps that the company and its representatives can take, but they fail to see the big PR moments that are directly in front of them. This happens because they are focusing on other areas of responsibility such as designing products, recruiting talent, or raising money. The value that the PR professional can bring is to help remove blinders to the bigger ideas that can help the company make significant strides in increasing awareness with key stakeholders.
Finally, it is important to remember that there are pros to the outside or external PR or marcom agency perspective.
PR agencies have an advantage over in-house marketing teams because they exist outside the confines of other functional areas within an organization. They typically employ individuals with different years of experience, varying skills, and they come from a variety of backgrounds.
What is your perspective on the bias that sometimes exists toward those in marketing and PR?
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Communiqué recently began working with Fierce, Inc., a leadership development and training company that empowers companies of all sizes and in a variety of industries to adapt to and thrive in the ever-evolving work environment. The company has worked alongside leading brands such as Starbucks, Costco and Walmart, igniting productive dialogue among employees and enriching relationships, as well as organizations’ cultures.
Last month, our team had the pleasure of joining Jim Sorensen, director of program development at Fierce, to take part in its award-winning training program. The day proved to be a success—chock-full of lessons for professional and personal relationships that, as Fierce founder Susan Scott mentions in her book Fierce Conversations, are both intuitive and revolutionary.
With the New Year in full swing, I want to share the key takeaways I garnered and the principles that I plan to incorporate into my 2016 professional—and even personal—development goals.
1. The conversation is the relationship—According to Scott, “our lives succeed or fail gradually, then suddenly, one conversation at a time.” So what does that mean to me?
Each conversation you have — or don’t have — is either building or deteriorating the relationship you have with that person, so in order to enrich these relationships we must engage in meaningful conversations—as the conversation is the relationship. So how exactly do you do this?
2. Ask meaningful questions and then actually listen— While many of us may believe we’re asking meaningful questions—and that may be true—often we lose sight of actually listening to the answer. When asking a question, you should be listening to learn, not to reply.
I think we’re all guilty of letting our thoughts wander during a conversation, nodding along absent mindedly or scanning emails while we talk on the phone. This is a great example of how easily we can get distracted and the person talking can often see or sense the inattention, negatively impacting the relationship.
To avoid impairing a relationship by not actively listening, you must invest in the conversation. Enlist others’ opinions. Bring your curiosity. Give your undivided attention. Ask thoughtful questions and listen to the answers. Look them in the eyes while listening. By doing so you’re building emotional capital with that person and investing in your relationship—and will likely learn some valuable things along the way.
3. Reevaluate your context filter— Personally, the lesson from the training that really spoke to me was to realistically evaluate situations. Sounds simple, but we often get wrapped up in our own “realities” and have difficultly stepping outside our own truths.
In her book, Scott contends “perhaps what we thought was the truth is no longer the truth in today’s environment” and challenges us to “interrogate reality.”
Our upbringing, culture, education and experiences inform our personal contexts. What this means in day-to-day life is that everyone sees the world through his/her own context. In order to build relationships and be successful in business, we must remove ourselves from our “realities” and “truths,” and welcome others’ insights and ideas to the table for a more well-rounded “truth.” Ask yourself who sees what I don’t see and seek out their perspective on the topic. By being flexible and open to others’ perspectives, you’ll give yourself and your business a competitive advantage—one that challenges reality.
The Fierce training truly opened my eyes to the powerful effect our day-to-day conversations have on our relationships. And, as Scott mentions in her book, these lessons are both commonsensical and revolutionary—Fierce conversations are unattainable and offer a fresh lens for building, maintaining and enriching relationships. I learned that by being authentic, curious and open to others’ perspectives, you can enhance your relationships and garner the most from both ends. These lessons only begin to touch upon all the applicable principles we learned, but nonetheless are crucial to enriching relationships and can easily be applied to professional relationships, as well as personal.
Whether or not you believe the practice of mindfulness can have significance in your day-to-day life, consider this: The field of public relations is arguably one of the most stressful jobs in existence. In fact, CareerCast listed the PR Executive as the sixth most stressful job in America last year just before corporate executive and newspaper reporter. And since PR pros work hand in hand with both journalists and executives, this combination can make for some pretty stressful situations and sleepless nights.
As a PR professional, each day you divide your time across different priorities and expectations, from managing budgets to addressing client needs and working with reporters on tight deadlines. This constant switching of your attention from one task to another over time activates your prefrontal cortex and causes your nervous system to constantly be on alert, forcing your mind to wander and ruminate about potential outcomes for a client and its impact in the press and for the agency.
But this is what PR work is all about. Sound judgment and critical thinking are important qualities in successful PR professionals and so is thoughtfully analyzing how news events will impact your client. You view your ability to multitask as a strength and what makes you so good at your job, and it is. But what if I told you that multitasking is in itself a myth – that people simply cannot focus on more than one task at a time?
And when you get home after work, is your mind still running on a treadmill? Does it take you minutes, or even hours, to decompress from your day of meetings? Do you have a hard time unplugging from your smartphone and mobile device as you sit down to eat dinner?
If so, then mindfulness may be something to explore.
Recently, the practice of mindfulness has moved from the fuzzy fringes and into the spotlight as a way to drive real and measurable impacts on employee happiness, businesses productivity, and the bottom line. Global companies like SAP, Google, Ford, Intel and Target have launched formal mindfulness training programs to help employees, managers, and the C-suite find a new way to get work done in today’s hectic and digitally infused workplace that demands our constant attention.
But what is mindfulness and how can it help you do your job better? Simply put, the practice of mindfulness is the ability to focus one’s attention at a particular task at hand, to act and think deliberately and without judgment. It’s this last part that is so difficult for PR folks – reserving judgment – especially since our profession requires us to analyze and assess everything that is presented to us on a daily basis.
Different from meditation that focuses on uncluttering the mind, mindfulness is about consciously drawing one’s attention to the present moment and noting without frustration or analysis, any mental meanderings that may occur. Mindful breathing is a critical component of this, as discussed in the book Perfect Breathing written by Al Lee and Don Campbell.
According to The Harvard Business Review, “As a leadership strategy, mindfulness helps people to be more effective by directing focus to the most pertinent task at hand. Deprogramming multitasking tendencies and intentionally focusing with full attention results in higher quality interactions and decisions. Mindful decision makers take the time to consider all of their options, and therefore make more-informed decisions. Managers who model and promote mindful practices with their teams create an environment of engagement.”
David Gelles, a reporter for The New York Times, first reported on the rise of corporate mindfulness programs in 2012 for The Financial Times, when he described a novel but promising initiative at General Mills. Since that time, similar training programs have been introduced at Ford, Google, Target, Adobe —and even Goldman Sachs and Davos.
Adoption within multinational corporations has since exploded, perhaps due to its potential to drive bottom line improvements by reducing costs related to employee healthcare. Aetna estimates that since instituting its mindfulness program, it has saved about $2,000 per employee in healthcare costs, and gained about $3,000 per employee in productivity. This is in and of itself difficult to ignore. The belief is that mindful employees are healthier, more focused, and thereby more effective and productive at work.
Here are companies that have implemented mindfulness programs:
- Google – Known for providing its employees with impressive perks, from free meals to massages and even swimming pools, in 2007 Google launched its mindfulness course “Search Inside Yourself.” The company believes this program teaches employees resilience and emotional intelligence to help them understand their own motivations, as well as those of their colleagues.
- Aetna – With the goals of reducing employee stress and improving how stressful situations were managed at work, Aetna conceived, developed, and launched two different but complimentary mindfulness programs in 2010 – Viniyoga Stress Reduction and Mindfulness at Work — in collaboration with Duke University, eMindful, and the American Viniyoga Institute. The programs were so successful that now they offer them to their customers.
- Intel – Launched its Awake@Intel mindfulness program in 2012 and as a result, employees reported an average two-point decrease in stress (on a 10 point scale) and a three-point increase in happiness and well-being. Additionally, they reported a two-point increase in mental clarity, creativity and quality of relationships at work.
- General Mills – One of the first companies to develop/initiate/implement a mindfulness program back in 2006, General Mills offers courses designed to improve employee focus and creativity. The company also offers weekly meditation and yoga classes, as well as a dedicated room for meditation within every building on campus.
So take a long breath and resist the temptation to reach for your smartphone to check your email every three minutes. Think about how you want to live and for that matter, how you want to live at work. Instead of switching from one task to another, plan your day and schedule blocks of time on your calendar to dedicate time to specific activities that require contemplative thought.
Talk to your colleagues, your employees, your leadership team and consider what your company can do to help promote the concept of mindfulness. In the meantime, check out this enlightening TEDx video on mindfulness technologies and time management.
Your teams and prefrontal cortex will thank you.
This fall, our client Darigold unveiled its line of naturally white cheddar cheeses, the company’s largest product launch in nearly a century. Using farmers’ fresh milk from local dairy farms and a milled-curd process, Darigold’s naturally white cheddar is exceptionally creamy and delicious.
Prior to the launch, our team had a chance to visit the Darigold plant in Sunnyside, WA to see where the magic happens and meet Darigold’s cheese master, Tom Rouleau. Each batch of Darigold’s naturally white cheddar is taste-tested to ensure it’s reached the right sharpness and flavor profile. The opportunity to taste-test the cheese alongside the cheese master gave us insight into what makes Darigold’s cheese special – the co-op’s rigorous commitment to quality and farm-fresh products, made in our backyard.
According to Rouleau, “Cheesemaking is a three-legged stool.” (The “legs” include the standardization of farm-fresh milk, the cheesemaking process itself and the slow, controlled fermentation of the cheese as it goes from curd to brick.) “You have to balance those three parts, and if those three aren’t all done right, the stool tips over.” This process – and the commitment to perfecting each batch—sets Darigold’s cheddar apart.
Naturally, people are excited about the debut of a delicious natural cheese. The cheese made headlines across Seattle, Portland and Spokane and was featured in popular Pacific Northwest parenting, lifestyle and food blogs. In case you missed it, here are a few highlights:
- The Puget Sound Business Journal (PSBJ) ran an article titled “Darigold seeks a wedge into market for natural cheese.” The PSBJ is the most widely read business periodical in the Seattle area and reaches an audience of more than 100,000 influential business decision makers weekly.
- One of Portland’s top morning shows, KPTV Fox 12 Good Day Oregon, aired a segment announcing the cheese launch.
- Spokane’s The Spokesman-Review covered the new cheese in its article, “Darigold gives Spokane first taste of new cheese.” The newspaper has a circulation of 295,622 readers.
- Our cheese has inspired the blogs Culinary Concoctions and Jojotastic to create original recipes and the blogs PDX Food Love and Country Cleaver have shared FRESH recipes with their readers.
- Prepared Foods let its 40,000 readers know Darigold’s white cheddar is available in its post, “Darigold Debuts All-White Cheddar.”
- Darigold’s cheese has also been featured in trade publications Cheese Market News, Dairy Foods Magazines, Daily Dose of Dairy, Perishable News, Prepared Foods and Refrigerated & Frozen Foods.
Additionally, we worked to amplify the cheese tasting events in the Seattle, Portland and Spokane markets, securing coverage in the following outlets:
- Downtown Spokane
- My Fox Spokane
- KHQ 6 Spokane
- Spokane 7
- The Pacific Northwest Inlander
- Downtown Spokane
- Visit Spokane
- KXLY Spokane
- Herald Net
- Peninsula Daily News
- Marysville Globe
- Courier Herald
- King 5
- Seattlepi.com
- The Issaquah Press
- Seattle’s Child
- Bellevue Reporter
- KIRO 7
- Ballard Greenlake News
- Travel Portland
- Willamette Week
- Good Day Oregon
- KATU Portland
- Portland Family
- NW Kids Magazine
- Metro Parents PDX
- King 5
- Eventful
- The Stranger
- Issaquah Press
- Herald Net
Darigold’s naturally white cheddar can be found at independent retailers such as QFC, Bales Marketplace, Haggen, Metropolitan Market and Rosauers Supermarkets throughout the Seattle, Portland and Spokane area with more stores on the way!
Most of my past writing has been focused on the changing role technology plays in the worlds of social media, marketing and advertising – but one industry that is ripe for innovation is the field of public relations. While PR teams are viewed by some as more focused on tactical execution, the value they provide is not in selling a client’s products or services, but in selling a story to press who are constantly bombarded with solicitations and emails throughout the day.
As PR professionals, we love the journalism profession and respect those in it. To maintain our edge and relevance, we are constantly reading, contemplating, analyzing and predicting how stories will unfold and shift over time, and how to position our clients to find a voice within the news cycles and story arcs.
The tools for PR have changed (remember MediaMap, anyone?) and there is a consolidation taking place within the fields of marketing, PR, advertising and social. This is evident when one examines the Lumascape for adtech. But within the category of PR tools, Cision truly dominates. In December, Cision announced it acquired PR Newswire (owned by UBM) for a whopping $841 million. Earlier in 2015, there was speculation in the market that UBM was courting potential suiters.
So what does this mean for the field of PR? Well, every PR person knows Cision and uses it on a daily basis. But what this acquisition signals could be a bit more complex than many might realize at first blush. Cision has been on a binge of acquiring companies over the last few years, including Gorkana and also Vocus back in 2015 for $446.5 million. Then the combined entities acquired Visible Technologies in September of 2014 to flesh out Cision’s social listening and analytics features.
And the PR tech stack is condensing even further. If you recall, the social listening company Sysomos was acquired by Marketwired back in 2010 but then became an independent company in March of 2015.
Now that Cision has acquired PR Newswire, they are apparently piecing together an end-to-end solution that combines media contact databases, social monitoring/analytics and now press release/newswire distribution. From my perspective, the only tool left to acquire is one that can monitor previous media coverage based on keywords and marry that with media contact information (ahem, IT database, or something similar beyond just the tech media).
So what does this mean for PR professionals around the globe that rely on accurate and intuitive tools to do their jobs better and more efficiently? Well, not much on the surface, but changes will be coming since Cision’s pricing model isn’t conducive for smaller firms. One tangible change is that PR Newswire’s “Web Only” release distribution will no longer be available after this acquisition.
So for a big picture take at the news, the PR tech industry is ripe for innovation and has been compressing for some time. The big fish right now are Cision and Meltwater along with other social tools like Sysomos. Indeed, the market is ripe for new players to enter the fray to innovate an industry that has otherwise been ignored by investors and the press.